All eyes on out-of-home

Outdoor has had a tough year, anyone in the industry will agree. However, they will also tell you it hasn’t been as bad as others and, as the third most popular media channel, that’s a pretty good result. Out-of-home (OOH), while resilient, is also an industry that continues to push for more. More ad dollars, more creative campaigns and more effective ways to communicate with consumers.

Over the course of 2019, major players oOh!Media and JCDecaux have been busy integrating their acquisitions of 2018, Adshel and APN Outdoor, respectively. During this time, the likes of QMS and Val Morgan Outdoor have been looking at ways to better develop their own tech and data platforms. While all this goes on, Woolworths also launched its very own offering, Cartology, which gives buyers access to the extensive portfolio of digital screens located throughout the grocery chain’s network.

“DOOH has an incredible opportunity to continue to reinvent itself through content and tech – much like the TV industry has.”
Nicola Lewis

For oOh!Media CEO Brendon Cook, 2020 is very much about “unlocking the connection between consumer data and advertisers”. Late last year, the business launched Smart Reach. Said to be a “global-first data proposition of its kind”, Smart Reach combines anonymised data sets, enabling advertisers to “maximise their media spend” and reach 25% more buyer audience through