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from one disaster to the next. But OOH is still being consumed actively by all consumers.
“I have seen so many examples of great new work. Clients running 3D ads, clients showcasing Omni channel campaigns using Programmatic OOH in the mix, new creative executions.”
Simon Reid, national head of Partnerships, Initiative: “The outlook is looking extremely positive with all OOH formats seeing growth YOY. Yes, there is of course still plenty of ground to make up to get back to pre-COVID levels, however, with the all states opening with domestic travel, CBD workers back in droves, sporting crowds back in their favourite seats and gyms operating at capacity, we are finally seeing all OOH formats get some much-needed returns.
“Overlay this with the exponential growth and appetite for program- matic OOH, I can only see growth continuing across the year. Programmatic OOH really is the new frontier as vendors, clients and agencies alike test and learn new data and tech. It really is exciting to see the evolution of the world’s oldest form of advertising continue to evolve and break new ground.”
Lucie Jansen, head of investment, Spark Foundry Australia: “The OOH market is well into its journey to recovery. I would expect to see spend close to 2019 levels by the end of this year. This sector was certainly one of the
“OOH ... innovation, use of data insights, customer service, proactivity and relationships metrics.” Tim Murphy, oOh!media
(left) VMO with webjet.com.au. QMS with Express Yourself for American Express.
hardest hit by the pandemic in 2020, along with cinema. All major OOH vendors saw double-digit growth last year but results are more mixed when comparing results to pre-pandemic levels.
“The total OOH sector has a num- ber of things working in its favour when it comes to recovery and growth in 2022 and beyond. As the major players continue to convert their suite of assets to digital, more advertisers will embrace the tech- nology and this will be a strong rev- enue driver for the OOH industry.
“The progressive leaders of OOH vendors, together with the OMA, are doing a fantastic job of bringing together players across the sector to form a collective industry voice – thereby encourag- ing a wider and stronger promo- tion of the media, and driving innovation and consistency of buy- ing and measurement.”
Joanna Barnes, PHD Australia’s National Head of Investment: “The OOH sector was heavily impacted during the pandemic and has been in strong recovery mode since November 2021 when ad spend jumped by 47% vs the month prior. Currently we’re pacing at 87% of 2019 spend levels. The recovery has a lot to do with increased
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