04 What we do
The intersection of the
digital and the physical
OUT OF HOME (OOH) IS A POWERFUL PLATFORM BROADCASTING A RANGE OF BREAK-
THROUGH TECHNOLOGIES, INNOVATIVE MESSAGING, AND CREATIVE EXECUTIONS.
In a world of media fragmentation, where
we block, skip, fast-forward and carefully
curate content, we also gravitate into the
outdoor space for our daily journeys: to
work, to find food, to find love, and to
socialise. Reaching 93% of the Australian
population each day, OOH has continued
to deliver scale, impact and reach. Add in
digital signs, and what we see is that OOH
now delivers even more opportunities. DIGITAL OOH AS A PERCENT OF TOTAL OOH MEDIA REVENUE
IMMEDIATE, FLEXIBLE, AND
TO SCALE DOOH IN 2017
47.3%
47.3%
SAME PERIOD
LAST YEAR
40.2%
40.2%
OOH continues to be the channel that
brings digital into the physical world.
OOH is adaptable and nimble, amplifying
messages in ways that integrate with the
consumer’s experience at a particular
time or place.
Digital OOH (DOOH) signs are further
strengthening OOH, taking it from a
passive medium to one that can be fully
interactive; a potential one-stop shop for
promotion, engagement, and transaction.
The immediacy and flexibility of DOOH
is such that messaging can now be
formatted to match the weather, the time
of day, or even social, political, and
sporting events.
DOOH increases the relevance of brand
messages with unlimited creative
potential. OMA members continue
to push the boundaries, searching for
innovative ways to incorporate new
technology into OOH.
In 2017, DOOH net media revenue
represented 47.3% of total OOH media
revenue, up from 40.2% for the same
period last year.
14
TOTAL OOH MEDIA
REVENUE