New Members For @OMA_Australia

Tristan Cotterill

Scentre Group, Hivestack and Tonic Media Network are the latest companies to join the Australian Outdoor Media Association (OMA).

  • Scentre Group owns and operates a portfolio of 42 Westfield Living Centres in Australia and New Zealand, which are some of the most frequented destinations in both markets, attracting over 468 million annual customer visits as at June 30, 2021. Scentre Group’s in-house marketing solutions business, BrandSpace, connects brands and businesses to the Westfield audience through a portfolio of connected 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.
  • Hivestack is the world’s leading independent programmatic digital Out of Home 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.
  • Rejoining the OMA and MOVE is Australian health and wellbeing company Tonic Media Network. Tonic Media Network’s Digital Out of Home (DOOH) health channel reaches over 16M Australians in GP waiting rooms and pharmacies each month.

In early November the OMA revealed a raft of initiatives set to launch on
January 31 at its first OUT-FRONT event. 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.

OMA CEO, Charmaine Moldrich told us “The renaissance of Outdoor is showing no signs of waning, and this is further reinvigorating membership to the industry body. We are pleased to say that we now represent close to 100 per cent of the Out of Home industry in Australia. 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. 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 industry also announced plans to move towards carbon-neutrality in 2022 by building a tool that gives advertisers the option to offset their OOH campaigns.

These 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.

Scentre Group and Tonic Media Network also join as members of the industry’s audience measurement system, MOVE (Measurement of Outdoor Visibility and Exposure).

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).

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