16 August 2018
MEDIA MATTERS
‘Collaborating with Govt key to
our future success’
Charmaine Moldrich, CEO, Outdoor Media Association (OMA), Australia, talks
about DOOH growth, the next steps for MOVE and the industry’s involvement in smart
city development in an interview to Rajiv Raghunath. Edited excerpts:To what extent has the spread of digital OOH media
contributed to the overall growth of OOH business
in Australia?Our quarter two revenue results showed a double
digit increase of 14.2% on net media revenue year-on-
year, posting $225.7 million, up from $197.5 million
for the same period in 2017. Digital Out of Home
(OOH) revenue made up almost half of total media
revenue, accounting for 49.8%, reflecting that OOH is
now firmly embedded in its role to be the ‘always on’
place that people go to, to stay connected. Our digital
network provides flexible, time sensitive solutions
advertisers require, and traditional inventory will
always deliver consistent place-based, broadcast
messages.MOVE has indeed set benchmark standards for
OOH audience measurement metrics. Do you see
a correlation between the adoption of a common
currency for audience measurement and OOH
industry growth?Absolutely. In 2010, when MOVE first launched,
we were a $400 million industry. At the close of
2017, we were an $837 million industry – evidence
of the impact and value of accurate audience
measurement. This is why our industry continues to
invest in MOVE as well as other technologies to make
it easy to buy and report on OOH campaigns.Tell us about the initiative by the MOVE Board to
build robust audience measurement metrics for
digital OOH media.The MOVE Board’s investment of up to $10 million
to rejuvenate the MOVE platform is an exciting step
toward the future. We are investigating various
international models, as well as investing in data
and research, with an aim to create the next
generation of dynamic audience measurement.
Careful consideration is being given to external data
sources such as mobile, and issues of privacy and
security are top of mind. Over the next two years we
will develop a metric that is fit for purpose, now and
into the future.Do you see OOH increasing its share of the total
advertising pie in the coming years? How is OMA
leading the Australian OOH industry into the
future?Over the last few years we have seen seismic shifts
in advertising dollars between media channels, and