OMA annual report celebrates 80 years
The Outdoor Media Association (OMA) has released its 2019 Annual Report, which reflects on the out of home (OOH) industry’s achievements and contributions to Australian communities last year – the final one before the Covid crisis.
The report noted total net OOH media revenue increased 1.5 per cent to an all-time high of $935.5m, with digital out of home (DOOH) accounting for 55.8 per cent of that figure, while print, otherwise known as static or classic, slipped back to 44.2 per cent.
The industry continued to give back, citing over 230 arts, sports, government, and charitable organisations that are beneficiaries of donated media space and advertising services, valued at $87m.
The report also details 2019 initiatives such as the $1.3m Neuroscience Project Study (NPS) to investigate how people engage with digital signs; the new platform for buying and planning OOH campaigns, Core; the Look Up campaign which reached 12 million people with the simple reminder to engage with the world; and driver behaviour research, which showed that digital billboards may improve driver performance.
“We celebrated our 80-year anniversary in 2019, a milestone for the industry. Our program last year brought us closer together, working to build a new audience measurement platform for DOOH as well as launch our new industry campaign Look Up, which saw our members use their signs to promote our unifying brand message,” said Charmaine Moldrich, CEO of the OMA.
“We remain one of the most trusted media channels used to broadcast awareness campaigns for road safety, public health, and community-service messaging. For the second year, the industry partnered with DrinkWise in support of the Children Can Inherit More than your Looks campaign, which encouraged parents to role model sensible alcohol consumption to their children. In addition, we entered the eleventh year of our partnership with National Missing Persons Week and we announced an industry-wide partnership with Brisbane City Council (BCC) to pilot the delivery of Amber Alerts on OOH signs,” Moldrich said.
“It makes it difficult to look back on what is now a halcyon period, when the industry grew exponentially following the global financial crisis in 2009. Annual reports are meant to document a specific period time, so while Covid-19 is what is happening to us in 2020, we know that the foundation we have built over the last 80 years, alongside the guidance of our board, will serve us well as we prepare for recovery from this pandemic.” Moldrich said.