OMA looks to build Australia's first automated out-of-home advertising platform

A proposal to build a new automated transaction platform is set to take Australia’s out-of-home capabilities to the next level

The Outdoor Media Association (OMA) is looking to build an automated transaction platform in a bid to create a one-stop hub for buying and selling out-of-home advertising in Australia across all formats.

According to the association, the automated transaction platform (ATP) is set to be a world-first for the OOH industry and the first time any representative media organisation has united to develop a single source transaction system.

Five years ago, the industry joined forces to launch its audience measurement system, MOVE, also the first of its kind in the Australian market. MOVE general manager and chief architect of ATP, Grant Guesdon, said digital is growing at a solid pace and members of the outdoor industry are increasingly investing in the digital environment.

“In 2012, digital was 7.5 per cent of total revenue and has grown steadily each year,” he said. “Year to date, it is 22.2 per cent of total revenue and we’re seeing growth across the board in digital revenues, which is an interesting trend compared to overseas. Certainly, the leader in that growth would be digital, which accounts for two-thirds of growth.”

OMA CEO, Charmaine Moldrich, said the association is seeking to make it easier to brief, plan and buy signs across the full array of outdoor formats nationally. She pointed out OOH is now the second-fastest growing media in Australia and OMA members represent 90 per cent of the industry, accounting for $602.1 million in advertising revenue in 2014.

“We know that each day, nine out of 10 Australians leave home, and as a consequence of our growing audiences we are seeing OOH on more media plans,” she said. “OOH revenue has grown 26 per cent in the last five years and technology makes our once static channel dynamic.”

Guesdon said the key role of the ATP is to make it easier for people to buy OOH advertising. “The key in using automation as part of an effective OOH marketing strategy is to help broaden the net, and make it easier for people to buy out-of-home,” he said.

“You could obviously try and locate all the signs and locate where your audience is, then spend a couple of days mapping it all out. But who has the time to do that these days? So initially it’s about asking how can we free up time and make that whole process of getting the right mix of sites and the right mix of formats. Automation makes that whole process easier.”

Geusdon explained the next step in evolution of the ATP is its trading capabilities, with programmatic coming into the mix at some point. He said the platform will be super-charged through integration of MOVE data and third-party geodata, including the ability for users to load their own proprietary consumer geodata.

Coupled with the automation processes, Guesdon said this opens up the ability to create more narrow and targeted campaigns using OOO.

“The ultimate goal is to create a pan-industry system that’s user friendly, incorporates geographical information and is also set up for automated trading, including programmatic, in the near future,” he said. “This is a tool that will cover all formats and all locations across Australia, so it’s going to be the full breadth of both traditional and digital.”

OMA chairman and CEO of JCDecaux, Steve O’Connor, said a key reason for creating an industry-wide platform was to take ownership of the sales proposition and the data.

“It’s imperative that we continue to build on our success by taking the lead in developing our own automated transactional platform, to ensure our future growth and evolve the way we work with advertisers,” he said.

“Obviously, we’re going to be bringing in data, which can really help us evolve how people may buy a campaign and what they do to achieve that,” Guesdon added. “What is exciting is seeing how technology is broadening what we can do. It’s not just the billboard itself, but the possibilities of thing like beacons and camera recognition. Technology is just opening up that space of creative opportunities – and the opportunities just seem to be growing and growing.”

OMA is seeking expressions of interest from individual organisations or consortiums specialising in software development to develop a portal hub. Phase one will concentrate on automating the current processes, including the integration of industry formats and inventory, selling and buying, as well post analysis and billing, and is expected to be in market in 2016.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Blockchain is revolutionizing industries across the board. Companies like DiamCircle are leading the charge.

Lupin Block

Can blockchain deliver on its big advertising promises?

Read more

Dear buyer/ buyer Mandate,We are direct end seller refinery company for the supply of Petroleum products.We have all available in tank, J...

Russian oil & gas trading llc

Starwood VP of marketing: Managing customer expectations requires emotional credit

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

Thanks for another excellent post. Where else could anybody get that type of info in such an ideal way of writing? In my opinion, my seek...

Stephan jordan

6 Mobile Marketing Trends to Leverage in 2014

Read more

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in