OMA Annual Report 2016 OMA_Annual_Report_ForPrint_5_23 | Page 38

Our ongoing transformation
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SECTION
07
Technology and
innovation
The digital revolution continues to breathe new life into Out of Home (OOH).
It’s an exciting time
to be part of the
OOH industry.
The types of innovations that have AU TO MATE D TRA N SACT I O N
emerged over the years include: P L ATF O R M
• Live feeds
The industry continues to look
• Near Field Communications (NFC)
and Quick Response (QR) codes for ways to make the planning of
• Beacon technology of the Automated Transaction
• Mobile and social media integration Platform (ATP): a one-stop hub
• Day-parting for the buying and selling of OOH
The demand for immediacy and flexibility • Facial Recognition in Australia across all formats.
continued to drive digital OOH (DOOH) • Geo-targeting net media revenue upwards in 2016, with • Touch-screen this area of the market representing • Tap and Go payments (including
donations and e-commerce) Interest process to provide a more
• 3D and Augmented Reality
special effects. for Proposal from the OMA.
While the digital revolution is
fragmenting many other media
channels, the opposite is true for OOH.
40.2% of total OOH media revenue,
up from 28.4% for the previous year.
Technology has strengthened the impact
of OOH, taking it from a passive medium,
to one that can be fully interactive; a
potential one-stop shop for promotion,
engagement, and transaction.
With consumers demanding to be
connected with the world on their
terms, DOOH is becoming more
relevant than ever before. By aligning
with mobile and digital technologies,
OOH easier with the development
In March, eight companies were
selected from an Expression of
detailed response in a Request
Following extensive reviews of their
The opportunity for advertisers to submissions, four were selected to
uniquely engage and transact with present to the Board in August.
consumers increased greatly in 2016
After deliberation, the OMA
thanks to developments in OOH
Board concluded none met the
technology in more locations around
requirements of the industry and an
Australia. OMA members continued to
push the boundaries, searching for new
and innovative ways of incorporating
alternate plan was prepared for the
development of the ATP in 2017.
new technology into OOH executions.
advertisers are now able to connect
with their audience anywhere, anytime.
2012 2013 2014 2015 2 01 6
7.5% 11.3% 17.2% 28.4% 40.2%
D O O H AS A P E RC ENTAGE
O F TOTAL O O H RE VENUE:
36