Three of Australia’s independent large format roadside providers, Goa (Brisbane), Civic (Melbourne) and EiMedia (Sydney) have launched the Alliance Outdoor Media Group to better compete across the eastern seaboard with major outdoor players oOh!media, JCDecaux and QMS.
|'The market's become too small':
Dan McConochie, Goa &
Alliance Outdoor Media Group
“We’ve found consensus that since consolidation in 2018 when JCDecaux bought APN and oOh! acquired AdShel, the market has become too small, considering large format nearly makes up nearly 50c in the dollar of all outdoor campaigns,” said Dan McConochie, national sales director, Goa & Alliance Outdoor Media Group.
“There's desire for a fourth national player. We are eager to bring this unique and impressive collection of assets to the table to provide the reach and impact we know agencies are looking for.”
Alliance, with more than 400 large format billboards across Brisbane, Melbourne and Sydney and “more alliance members to follow,” is aiming for a 20-30% share of the large format market across eastern seaboard cities.
“The foundation members of this alliance are successful out-of-home companies who specialise in large format roadside billboards,” said goa’s joint managing director, Chris Tyquin. “We are uniquely positioned to provide not only fantastic assets, but expert advice on how to maximise a client’s investment in large format roadside.”
Civic Outdoor CEO, Adam Whitford, said: “Our businesses haven’t been tasked with KPIs or directives from investors or third parties. Our site locations have been selected based on our unparalleled local knowledge on where to find engaged audiences and our businesses have been successful as a result.”
EiMedia CEO Kevin Malouf: “The Alliance Outdoor Media Group is a sensational opportunity to harvest the best local and independent assets into a national outdoor network that is repped and serviced by genuine experts in the outdoor industry. We are excited by the prospect of welcoming more providers into the alliance – so watch this space.”