Page 19 - AdNews Magazine May-June 2022

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mobility, sectors returning such as travel and most recently increased consumer confidence.
“We’ll continue to see year-on-year growth but automotive and bank- ing/finance do contribute significantly to overall industry ad spend. Ongoing supply chain issues and other external factors have impacted spend across all channels not just OOH. There is an absolute desire to utilise OOH as part of a channel mix due to its increased targeting capa- bilities and large scale impact as well as alternate buying methods in fixed and dynamic inventory .”
Tim Murphy at oOh!media: “We’ve seen a strong surge in demand going back to mid-October.
“The major advertising spending categories are back. The automotive sector has returned and is briefing after dropping off significantly, with manufacturing and supply chain issues over the last couple of years. A lot of the major manufacturers are out of stock and people are waiting for new cars but we are also seeing more messaging around electric cars and sustainability coming to the fore.
“We are also seeing big brands back with big brand messaging which is probably why we're seeing large format billboard demand at such healthy levels. We’re seeing some good use of, and great innovative think- ing around OOH creativity, such as the recent 3D anamorphic creative execution by CGU on oOh!’s Bourke St Mall site.
“In addition, we always benefit off the back of strong advertising demand with the television networks, so we are getting some flow
VMO at Chatswood, Sydney.
through on that front as well in the second quarter.
“We can see that airports and office towers are picking up and from our audience data they are returning to healthy volume levels. Briefing volumes have also increased.
“We have recently renewed and expanded our 20 year partnership with Qantas and I predict that we’ll see some further innovation across these environments throughout the year, giving advertisers unprecedented and unrivalled access to these premium audiences across the country.
“As people return back to offices and get more into a rhythm of new ways of working, those key influences at an advertiser and agency level will again start to appreciate how powerful these environments are.
“From a street furniture per- spective we are at record revenue levels for our classic billboard street furniture.
“As the largest OOH media com- pany we reach more audiences every day than any other media provider and with Better Ways to Buy we have over 500 audience buyergraphic segments mapped to every one of our 35,000 locations that deliver audiences at scale effi- ciently and effectively. We know through the outcomes achieved and ROI studies that a blend of dig- ital and classic is best. A lot of advertisers are not seeing the effec- tiveness of having a very diluted share of time from an OOH perspec- tive. So they are appreciating a stronger share of time which the classic format offers.
“We have also seen a return from big brands running big brand cam- paigns across formats. If you look at the likes of Apple, some of the major autos, the banks and tech busi- nesses, they are all spending pretty heavily at the moment in OOH and they appreciate the classic canvas, no doubt about it. Classic from a large format perspective is abso- lutely holding its own.
“OOH is clawing back our share of the media pie quickly and our audiences continue to grow. Our latest audience data has seen a rise in Road audience numbers across the summer period and into Q1 with weekly audience volumes averaging
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