Page 20 - AdNews Magazine May-June 2022

Agenda
101% vs the rolling 52 weeks, from week ending November 8 to the week ending March 7.
“The easing of restrictions across the states has seen a strong return to the office. For example, in the week ending the 6th December, audiences across the office environment peaked at 118% vs the rolling 52 weeks average and the latest figures are showing weekly contacts upwards of 26 mil- lion for March.
“So audiences have stabilised and are now returning to growth versus other media. When you talk to a growing audience, and you talk about better networks due to digiti- zation and then you talk to the work that's been done at a sector level too, uncomplicating some of the plan- ning and buying and some of the delivery elements of OOH, that’s going to help as well.
“We are now in a position where the sector has come together better than ever. That’s going to play a role in making OOH a more efficient and effective solu- tion for clients. All the main play- ers have continued to evolve their networks over the past few years despite revenues bottoming out, work has still been done to enhance networks, so I daresay we will go back to the same rate of growth quite comfortably.”
oOh! Plans to continue investing and growing its network and asset base to reach more Australians, faster than anyone else.
“We are back at pre-covid capital investment levels,” says Murphy. “In terms of commercial partners and location opportunities, they are back to pre-covid levels. We will not sit back and be comfortable with our portfolio, we will continue to develop it and will be aggressive about that.”
John O’Neill, chief executive officer of QMS: “Out-of-home has well and truly come out the other side of the pandemic. We are see- ing Australian’s return to life out- doors, with our roads and streets once again bustling with traffic as the country moves beyond lock- downs and restrictions.
“Through our Q-Data audience insights and measurement plat- form, our national audience is sit- ting at 105% of 2021 non-lockdown
“Out-of-home is undoubtedly in recovery phase as Australia re-opens for business.” Max Eburne, JCDecaux.
audiences. If we look at pre COVID lockdown numbers, national audience reach is at 97% of the 2019 average. Extremely encouraging signs of a strong recovery for the sector.”
“It’s fair to say the industry as a group is also stronger than ever. We have a number of new members within the OMA which makes the recent launch of MOVE 1.5 and increased standardisation around share of time and verification that much more effective.
“These initiatives help make planning, buying and reporting on OOH easier for agencies and clients, whilst ensuring there is increased trust and transparency and a greater peace of mind when including OOH on any schedule.”
“At QMS, we have always placed a huge focus on innovation for client success. With a vision to be digital led and backed by sophisticated data, we are seeing advertisers return in line with audiences and new ones emerge, as they invest in DOOH as an integral component of their commu- nication strategy and ultimately take advantage of the medium’s continued ability to deliver big reach quickly.
“What makes us different is our continued development in data, tech- nology and creative solutions, which we believe are leading the industry to a more digital future whilst ensuring brands are at the forefront of this change and able to take full advantage of the benefits.
QMS in Sydney for Google.