Page 12 - AdNews Magazine May-June 2022

Agenda
revenue was attributed to digital signs. Eight years on it’s 60% of revenue from DOOH.
Moldrich: “Add to this, that you can now measure digital signs alongside classic in MOVE 1.5 and produce an impact factor for every campaign, means that buyers and planners have more information than they have ever had before.
“Our focus now as an industry is to educate agencies and adver- tisers about these new metrics and show how OOH can be used along- side online (and mobile) and TV for both brand building/awareness as well as more targeted sales activa- tions, for effective campaigns.”
Tim Murphy, chief sales officer, oOh!media: “What is exciting and should be encouraged is that the other media are very interested in OOH due to the power of the medium and how it can be so collaborative as part of a wider audience solution.
“Whether it be the big TV, digital or tech networks, there is an appre- ciation for what OOH brings to the table. We were the ugly duckling of the media until quite recently.
“I think we get a good share of voice, we get a seat at the table. From oOh’s perspective we are a major partner for the big five agency groups, so we get a seat at the table.
“Our share of voice is good because OOH is full of amazing people. If you look at media, OOH always leads the way in regards to perceived innovation, use of data insights, customer service, proac- tivity and relationships metrics.”
Will the sector continue its pre- COVID market share gains?
Paul Wilkinson, head of commer- cial, Half Dome: “If we were talking about revenue I would say absolutely – but given we are talking about share of spend, this is a different question and to be honest, harder to answer as it will depend on a number of fac- tors – eg, performance of TV, contin- ued investment into digital, overall market spend, etc.
“One thing on OOH’s side is that during the pandemic, the market as a whole made significant improvements to capability in terms of data and targeting which I believe has been received very positively throughout the industry – so this will no doubt help – but will it achieve higher share of spend
“As a lover of
and believer in outdoor media, it’s heartening to see the bounce-back in people out and about, and the related revenue growth.”
Pia Coyle, Avenue C.
(right) JCDecaux Sydney’s Wynyard, Central stations. Art Gallery of NSW Archibald 100. MECCA’s The Beauty Spectacular Gift Card Vending Machine