by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Media Intelligence : 2008 Intelligence
out of home The only way is up for Out of Home Helen Willoughby, CEO, Outdoor Media Association, explains why their new measurement capabilitymeans Outdoor will continue to grow. Out of Home has seen solid revenue growth over the last 18 months. What do you attribute this to, and how long can it be sustained? There are a couple of factors in play. There is the fact that existing users of Out of Home (OOH) have been spending more of their budget on OOH – a trend that has been happening over the past couple of years. We have seen organic growth in the industry with the acquisition of smaller companies. We also saw a general increase in upspend that was due to factors like the federal election, which has bumped over into OOH. The Pricewaterhouse Coopers’ Australian Media and Entertainment Outlook had listed OOH as one of the traditional media they saw as growing in the future, which they attributed partly to the fact that we are developing a new audience measurement system. What is happening in Australia is consistent with what is happening overseas in OOH. There is no question that the introduction of audience measurement is pivotal to sustained growth. If you compare with what happened in the UK with audience measurement in the 90s, the Postar system was introduced when the OOH market was about four percent. Today the market share in the UK is ten percent, but you have to look at all of the factors at play. France still has the largest market share at about 15%, but they aren’t allowed to advertise alcohol on television, so that is a factor that helps. We are coming into a market where we are introducing audience measurement while online is growing as a medium, and that obviously wasn’t a competitor when the UK model was introduced. When will you be launching the MOVE measurement capability and what sort of impact do you expect it to have? We are more than halfway through development and will be launching the system in the second half of the year. There will be a few months of training involved to get the industry and media buyers used to the system, but late 2008 is when it will be rolled out. These things always take time to impact on the marketplace and to catch up with the sales programs, but the important thing at the moment, is that we need audience measurement to sustain the current growth we have. Anything on top of that will be a bonus. 66 MEDIA Trends + Strategy What do media buyer/planners need to know about Out of Home? There will be growth in the retail area and you are also going to see new technology playing a big role with the introduction of digital large format, and improvements in LCD and Bluetooth technology. One of the areas we are putting in a lot of focus, is working closely with the planning industry because the regulatory environment is an incredibly important factor that you have to think of when you are thinking about the processes of OOH. We have a partnership with the Planning Institute of Australia, and we are working a lot more closely with state governments and local councils to make sure that we get the balance right in the community. That means quality design, responding to community concerns, improving the amenity of products and improving the public benefi t of the product. The whole street furniture model, for example, is predicated on providing infrastructure, maintaining and cleaning it, as well as having advertising. We have also launched a planning scholarship for a Young Planner where the industry is spending $15,000 to send a young planner overseas to let them look at how outdoor is managed in other environments, and thereby increase the learning base back here.