Latest News

Print is ‘classic’ outdoor media

Friday, 29 June 2018
By Patrick Howard
Tagged with:

In a world divided between digital and printed outdoor signage, oOH!Media, one of the ‘big two’ operators in the out of home space keeps a focus on print by terming its static billboards as ‘classic’ media.

Despite the attention paid to digital and video screens, the number of printed billboards still heavily outweighs digital across the country. However the revenue generated by digital is now almost half of the total $837 million in out of home spend, according to the Outdoor Media Association.

You’d never guess print or ‘classic’ billboard media still provides the lion’s share of money at the glittering, wham-bam! presentation ‘A world of the unmissable’ by oOH!Media this morning in Sydney’s Hilton Hotel. The focus was clearly on new media campaigns driven by measurable data and ‘six second’ creative

According to Brendon Cook, CEO, the restructuring of the company he began in 2011, is still on track, even ahead of schedule. Promoting out of home as the “oldest advertising medium” he emphasized the social responsibility as well as the delivered effectiveness of the medium. He said how for oOH!Media “standing still was not an option.

Working on the theme that in a fractured media landscape brands have ‘six seconds’ to get the message across, Cook curated a series of presentations from clients such as QANTAS, Lion, Contiki and Junkee Media, that not surprisingly, demonstrated the effectiveness of  the medium. The fast-paced show emphasized the importance of using data in location-based campaigns.

Presenters talked of the problems of banner blindness and ad blocking across internet and mobile channels in contrast to the ‘unmissable’ presence of out of home. “Know the consumer and know the data,” was the message.

For instance did you know there are nine million ‘cheese occasions’ across supermarkets with most coming from regional areas and, singularly, Queensland? Accurately targeting these locations with engaging creative produced a significant increase in sales for beverage and grocery conglomerate Lion.

This morning’s timely event came as the out of home media scene is in the news with the arrival of French-based JC Decaux buying APN Outdoor for $1.2billion and oOH!Media taking up Adshel for $570 million. According to Cook, if the acquisitions go ahead, the two big group will emerge as roughly of equal size.

“And it’s good to have an Aussie company in there, isn’t it,” he said, gleefully.

 

Comment on this article


To receive notification of comments made to this article, you can also provide your email address below.