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Revival of OOH continues: OMA adds three new members

Out of Home (OOH) peak body the Outdoor Media Association (OMA) has welcomed three new members: Scentre Group, Hivestack and the Tonic Media Network. Scentre and Tonic have also joined OMA’s audience measurement system, MOVE.

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     Westfield Bondi Junction (photo: Scentre Group)

Scentre Group owns and operates 42 Westfield Living Centres in Australia and New Zealand - some of the most frequented destinations in both markets, attracting over 468 million annual customer visits (at 30 June 2021).

Scentre Group’s in-house marketing business BrandSpace connects brands and businesses to the Westfield audience through a portfolio of digital and physical touchpoints. The BrandSpace OOH media network is 100% digital, with over 1,800 full motion SuperScreens and SmartScreens across Australia and New Zealand.   

“We are excited to start 2022 as a member of the Outdoor Media Association and begin to offer brands and agencies an alternative way to quantify our audience through MOVE (Measurement of Outdoor Visibility and Exposure) 1.5,” said Scott Moore, GM BrandSpace, Scentre Group.

“Our membership signifies our support for the industry’s commitment to make it easier to plan and buy out-of-home media, through innovations in audience measurement and standardisation. The enhancements to MOVE in measuring audiences in retail environments and on digital out-of-home assets will better enable us to help brands, retail partners, marketers and their agencies unlock the power of marketing within the Westfield environment.”

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       (photo: Hivestack)

 Montreal, Canada-headquartered Hivestack is the world’s leading independent programmatic digital Out of Home (DOOH) adtech company, which specialises in the buy and sell side of programmatic DOOH advertising. On the buy side, marketers use Hivestack’s Demand Side Platform (DSP) to create measurable campaigns that activate DOOH screens in real time based on consumer behaviour and audience movement patterns. On the sell side, DOOH media owners use Hivestack’s Supply Side Platform (SSP) via PMPs and Open exchange to attract programmatic revenue. DOOH media owners can also use Hivestack’s Ad Server to power audience-based, directly sold campaigns.

Hivestack MD ANZ and SEA, Matt Bushby said: “We are thrilled to be joining the OMA at such an exciting and important time for the out of home industry. The solutions the OMA is building in areas like digital audience measurement and standardisation will provide the transparency and accuracy needed to take our industry to the next stage. There is a big opportunity for marketers to harness the power of contextual targeting in programmatic DOOH and deliver even more effective campaigns. Innovations like MOVE 2.0 will go a long way in enabling that.”

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       (photo: Tonic Media Network)

Rejoining the OMA and MOVE is the Australian health and wellbeing company Tonic Media Network. Tonic’s digital health channel reaches over 16 million Australians in GP waiting rooms and pharmacies each month.

“We’ve been watching the development of the MOVE 2.0 build and we’re really excited about all that the platform will offer,” said Tonic CEO and MD Richard Silverton. “It is critical that our customers are confident that they are reaching the right people with the right message at the right time. It’s the perfect time to join, to be part of shaping this world-first audience measurement system for OOH in Australia.”

In November 2021, the OMA revealed a raft of initiatives set to launch on 31 January. The roll out will include the interim audience measurement update MOVE 1.5 which will measure digital screens and provide a new metric based on neuroscience called the Neuro Impact Factor. In addition, standardisation guidelines will be introduced that will see the industry unite on common terminology, screen ratios, insertion orders, and shift to selling OOH by Share of Time.

“The renaissance of Outdoor is showing no signs of waning, and this is further reinvigorating membership to the industry body,” said OMA CEO Charmaine Moldrich. “We are pleased to say that we now represent close to 100 per cent of the Out of Home industry in Australia.”

The OMA also announced plans to move towards carbon-neutrality in 2022 by building a tool that gives advertisers the option to offset their OOH campaigns.

“A lot of the work we do as an industry body is focused on our responsibility as a provider of advertising in the public space, of which sustainability is a vital part,” Moldrich said. “Our aim in pledging to go carbon neutral as an industry is to set ourselves on that path of reducing emissions and waste, and to also be seen as a sustainable advertising channel doing our part.”

The initiatives come as the industry progresses with the development of its next audience measurement upgrade MOVE 2.0. The new system will measure digital audiences as well as all OOH formats across the nation, including regional signs and be capable of reporting seasonal and monthly audience variations. The project is now in the national scaling phase and is slated to launch in 2024.

Outdoor companies that have joined the OMA in the last year include AdFlow, AOSCo, CV Media and Signage, Ei Media, Jolt Charge, OIS, Shopper, Think Outdoor, Total Outdoor Media (TOM) and Val Morgan Outdoor (VMO).