03 Our vision
Providing a catalyst
for conversations
CEO’S MESSAGE
The energy of a city is shaped by its
public spaces and how people traverse
within these spaces, interacting with
each other as much as with the built and
natural environment.
The canvas of a city offers creative
opportunities everywhere, and this year
we encouraged people to look up, look
around, and embrace the potential of
Out of Home (OOH).
A PARTNER WITH GOVERNMENT
With OOH advertising reaching more
people each day – a whopping
12.6 million, making 52 million trips across
the five capital city markets, seeing up
to 30 advertising faces – our role as an
industry body that oversees the self-
regulatory framework becomes more
important. The industry’s sustainability
is intrinsically linked to the respect we
show to the communities and the
environments in which we operate. We
are in the midst of great change, and the
role we play is key in responding to our
audience’s needs, be it our members,
advertisers, government or the public.
We are proud to have participated in
the Planning Institute of Australia’s 2017
National Congress in Sydney, presenting
the essential role OOH plays in the
make-up of successful cities of the
future, focusing on the creativity,
innovation, and utility our signs offer.
CHANGE IS IN THE AIR
New South Wales is leading the way with
updates to the planning legislation for
signage – the SEPP 64 – and associated
guidelines that will now simplify the
process of seeking approval for a sign
development.
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It also means that there is now one safe,
and consistent standard for the
operation of digital signs in the State.
While digital OOH increases the
relevance of brand messages, all OOH
formats, from roadside and street
furniture, to transport and retail, still
offer high impact and visibility, and
printed posters still comprise a large
proportion of OMA member inventory.
What’s more, in the coming years, the
Internet of Things and Augmented
Reality will start to bring our printed
posters to life.
A RESPONSIBLE INDUSTRY
The issue of content restrictions has
been one of the most pressing matters
in 2017. The OMA has proactively
engaged industry bodies; promoting
its strong track record in upholding the
17 self-regulatory codes it manages.
We work closely with our colleagues
at Ad Standards, the Australian
Association of National Advertisers,
The Communications Council, and the
ABAC Responsible Alcohol Marketing
Scheme to ensure that the industry’s
system of self-regulation delivers high
standards of compliance across all
relevant industry codes of practice.
INVESTMENT IN THE FUTURE
As an ‘at a glance medium’, the OOH
industry has had to be innovative to
remain relevant, and this is more
palpable in the current rapidly changing
media environment. There are 81,980
measurable OOH advertising faces
across Australia and, as urban growth
accelerates, OOH advertising is perfectly
positioned to reach people on every part
of their journey, where we live, work,
shop and socialise. Our members have
invested millions of dollars to deliver new
ways to connect people and cities by
providing a digital network that offers
information, WiFi, and wayfinding,
among other services.
As we look toward our 80th anniversary
in 2019, we are humbled by how far we
have come. Technology and innovation
are allowing us to be more sustainable
with energy neutral signs, solar-powered
technology, recycling of posters and
materials, as well as a reduction in the
use of PVC materials. I am proud to see
the industry embracing its role as a
leader in progressing sustainability and
we will continue on this path.
Thank you to the OMA and MOVE
Boards, led by Chairman Steve O’Connor,
and the committees who endorse our
work with a vigour that ensures our
success.
OOH is part of the public discourse.
It exposes us to a world outside our
curated bubble and invites us to consider
other perspectives. Playing an integral
role in sustaining a thriving economy,
OOH broadcasts to millions of people
each day and headlines messages that
are part of what makes a city diverse, as
well as being a catalyst for conversation.
We look forward to continuing that
conversation with you into the future.
CHARMAINE MOLDRICH
CEO, OMA AND MOVE