OMA RELEASES ANNUAL REPORT
The Outdoor Media Association (OMA) has released its 2022 Annual Report, which it says reflects a continued commitment to sustainable communities and innovations for advertisers.
The report highlights the ongoing digital growth of outdoor media, which now accounts for approaching two thirds of all spent, at 64 per cent. Printed outdoor media though is still growing in revenue terms.
The report also highlights the community support the association and its members have provided, donating advertising space valued at $126 million to 218 organisations.
During the year, the OMA launched Move 1.5, which it says is a significant upgrade on the original Move, to provide audience data and user-friendly reporting for both classic (print) and digital signs. It says industry standards and the Neuro Impact Factor are giving agencies and advertisers a “qualitative measure to help better understand the impact of their campaigns and supercharge their campaign decision making power.”
OMA CEO Elizabeth McIntyre said, “The Outdoor industry had a successful 2022, with revenue goals reached, a growing membership and positive market feedback across initiatives including the Creative Collection, Creative Guidelines, Industry Standards, and the launch of Move 1.5. This positions us well for the launch of Move 2.0 which will revolutionise audience measurement, and provide increased granularity on Out of Home audiences. It’s all part of our evolving strategy to build a stronger, more prosperous and resilient industry into the long term.”
The OOH industry again united to deliver other community awareness messaging in 2022 such as National Missing Persons Week in partnership with the Australian Federal Police (AFP), and RSL campaign’s Light up the Dawn Anzac Day and Remember to Remember Remembrance Day campaigns.
The report highlights another milestone in 2022: the OMA experienced its most significant increase in membership since its establishment in 1939 with 12 new members joining the association, bringing the OMA closer to representing 100 per cent of the industry.
“The Annual Report is testament to the remarkable growth and resilience of the OOH advertising industry in Australia. With our $17m investment in developing and launching Move 2.0 in 2024, the industry will continue to evolve and thrive, driven by solid data, technology, creativity, and a commitment to community and sustainability.” McIntyre concluded.
Looking ahead the OMA said Move 2.0, launching next year, will deliver accurate audience data of digital and classic signs in a more granular way that allows for monthly and seasonal variations, as well as hourly movements, 365 days a year, across 100,000 metro and regional OOH sites.