We are part of modern cities
CHAIRMAN ’ S MESSAGE
Out of Home ( OOH ) has undergone a transformation in 2017 , embedding itself into the ecology of our cities .
The change has been years in the making , with investments in technology and partnerships , as well as collaboration with government . From severe weather alerts to new product launches , sporting events , and messages to engage the public , the utility of OOH is now being harnessed . Now reaching 93 % of the population , OOH is the headline for our cities and the industry is equipped for future growth .
Technology and innovation drive the industry and not just through digital OOH ( DOOH ); we also saw traditional printed signs making headlines , and becoming part of the national discourse . Our network of signs , digital and traditional , continue to deliver high impact visibility . DOOH gives advertisers greater utility , while also allowing them to be more flexible and get their messages out faster . The rising share of our net revenue attributed to DOOH – which accounts for 47.3 % at the end of 2017 – is evidence of the direction of this innovative shift .
SUSTAINABLE GROWTH
In my fourth year as Chairman , I am proud to say that we achieved our eighth consecutive year of revenue growth , posting a 6 % net media revenue increase year-on-year . The industry ’ s net media revenue reached a record high of $ 837 million in 2017 , up from $ 789.5 million in 2016 , and accounted for 5.9 % of the total advertising market share .
Over the last seven years , our audience has grown 23 %, which is over indexing population growth of 14.9 %.
We continued to upgrade MOVE to provide richer and more detailed profiles of the OOH audience for agencies and clients and , this year , we introduced monthly updates to reflect changes in signage networks .
MAKING IT EASY
In 2017 , we started to explore ways we could improve the OOH buying experience for agencies and advertisers . I am proud to say that the development of the Automated Proposal Platform commenced , with the first stage to be released in 2018 . Initially , the platform will allow media agencies to request proposals from OMA member companies and combine these proposals into a campaign . Agencies will then be able to confirm bookings and receive billing files within the software , as well as having access to MOVE audience reports to help plan more effective campaigns .
CELEBRATING THE INDUSTRY
In June , we celebrated OOH creativity with the launch of OPEN 3 , the third in a series that interrogates OOH creative , and the first in partnership with our international OOH associations .
OPEN 3 ignites a conversation about the unique and diverse platform of OOH and features 74 campaigns , as well as 10 short essays , written by creative heavyweights from across the globe . Through the pages , we see how OOH is a perfectly positioned broadcaster , allowing advertisers to create a reaction , get noticed , inspire , or shock . This is deftly shown in the book ’ s cover image , Look at me , a world-first interactive campaign by UK charity , Women ’ s Aid , showing how people can support the fight against domestic violence .
PART OF THE COMMUNITY
This year , audiences have seen advertisements that raised awareness of environmental issues as well as those for new products . There are many examples of how our industry is using the power of OOH for good , with our members collectively contributing over $ 36 million in support of over 220 beneficiaries , including Australian charities , healthcare and environmental organisations , public bodies , together with arts and cultural organisations .
We continue to deliver essential services and savings to our cities by building and maintaining public infrastructure such as bus shelters , kiosks , park benches , pedestrian bridges , and telephone booths – a total value of $ 352 million .
For the ninth consecutive year , OMA members supported National Missing Persons Week , partnering with the Australian Federal Police to promote a week-long national campaign which reached 8.5 million Australians with almost $ 1 million in donated advertising space and services .
OUR FUTURE
I am proud of our industry ’ s achievements this year . We have made great strides to ensure OOH is part of the media plan , as well as the public discourse . As one of the few media channels continuing to drive growth , advertisers are increasingly seizing the opportunities , and embracing the creative potential of the medium .
We thank the OMA and MOVE teams for their passion , dedication and creativity which ensures we approach challenges and opportunities collaboratively . In 2017 , more than any other year , we have embraced change and together we will continue to innovate , through technology and creativity , to maximise the power of OOH .
STEVE O ’ CONNOR CHAIRMAN , OMA AND MOVE
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