Gail Chiasson, North American Editor
A full-fledged new trade body to drive growth and promote the effectiveness of digital out-of-home has been launched in Australia.
Although there was previously a Digital Place-based Advertising Association in Australia – associated with the New York-based DPAA since 2011 – the group had become members “initially for knowledge sharing from the US, and it was just about media operators,” Oliver Roydhouse, managing director, Inlink Group, told us. “But now we have set up our own local chapter with our own local agency advisory board, etc.. Now it’s about running a local agenda, engaging with other stakeholders, and more.”
DPAA Australia has been formed by industry professionals interested in cultivating their experience and ideas to drive consistent growth for the DOOH industry through collaboration among advertisers, agencies, digital place-based networks and their suppliers. Founding members are: Val Morgan Outdoor (Anthony Deeble, managing director) and Inlink (Roydhouse),with the direct involvement of major advertising agencies at a managing director or senior management level.
Agency Advisory Board members include: Joe Copley, managing director, Posterscope; Daniel Sinfield, head of training and implementation, OMD; Andrew Jackson Head of Print & Outdoor, Zenith Optimedia; and Nicole Turley, national investment director, Starcom.
The Australian branch of the DPAA has been formed in association with the global DPAA based in the US which has been a major contributor to t.he growth of digital out of home in several international markets.
Principle objectives of the association over the next 12 months were agreed at the first DPAA meeting held recently in Sydney.
Deeble, inaugural chairman of DPAA Australia, says, “The establishment of the DPAA is a critical step in the ongoing growth and development of -the digital out-of-home industry in Australia. Digital is consistently one of the fastest growing out of home formats, both in Australia and globally. The DPAA provides digital place-based media a great catalyst for further growth; we will benefit from the experience and multi-million dollar investment of the association internationally combined with the best assemblage of members locally to influence and drive the DOOH media space in Australia.”
By demonstrating and promoting the effectiveness of DOOH to the agency and client community at large, it will become easier for advertisers and agencies to plan, buy and evaluate the effectiveness of DOOH through the development of industry-wide standards, best practices, industry wide research and audience measurement metrics.