Page 17 - AdNews Magazine Jan-Feb 2021

www.adnews.com.au | January/February2021 17
mobility data and insights will ensure we can help our clients understand and navigate their way through these changing times to make the most of OOH as a mass reaching, high impact and targeted medium.
“During 2021, I think we see more advertisers really start to untap the creative advantages
of DOOH by realising the
full potential of the data and technology capabilities now available in delivering more effective communications. Until now, this aspect of OOH has
not received much attention. However, in talking with creatives, planners and clients,
it is clear the industry needs
a complete paradigm shift, to make the most of the creative effectiveness of the medium.” Tim Murphy at oOh!media: Optimism is in the air again. The briefs are back especially from traditional OOH spenders, including the banks, automotive, tourism, government, and FMCG. oOh!media data is saying that audiences are returning to OOH environments and that they are increasingly happy to be out and about.
JCDecaux’s Steve O’Connor:
“As a business we are match-
fit and ready for an inevitable rebound. We are absolutely committed to cementing our position as industry leaders
in programmatic, future tech through new data capabilities and machine learning, creative insights and consumer sentiment, and the experience our people have working for JCDecaux.”
Adam Cadwallader, CEO of Motio (formerly XTD): “We’re feeling very positive about
2021 with revenue bubbling again to meet some internal goals and targets. Our focus is on developing our technology platforms to meet the increased demand of automation in the out-of-home and place-based sectors. Certainly, 2021 is going to be strong.”
Steve O’Connor, JCDecaux’s ANZ CEO
Over the next few months, JCDecaux will be rolling out many initiatives that continue to put audiences at the heart of its product and support ever-more effective solutions for advertisers.”
Melbourne-based John O’Neill, the CEO of QMS Media, thinks the feeling across the OOH and broader media industry was always that a rebound was ahead.
“Right from the beginning it was more a question of when and how long the recovery would take,” he says.
“In most markets across the country, we saw audiences return rela- tively quickly. Whereas in Victoria, the rebound was obviously delayed. However, once restrictions lifted, we were blown away by just how quickly audiences in this market embraced getting back outdoors.”
COVID presented numerous challenges for everyone and living in Melbourne only heightened this.
“As most people know, I am very much a people person,” says O’Neill. “I feed off the energy of others, so being away from colleagues, clients, family and friends was extremely tough.
“But just like everyone, I had to learn to adapt and find new ways to not only engage our teams across the business but new ways to engage with our clients. If only I had shares in Zoom before this pandemic!
“Perhaps one of the most significant reflections for me is just how great our team at QMS is. Our people really came together and learnt how to quickly adapt to the way we work and do business, and most importantly, demonstrated an amazing level of care and support for one another.
“And this genuine care and support for others extends across the broader media industry and society in general. The coming together from all parts of industry and community to work together to fight the pandemic and to make sure we got through this together has been inspiring.”
Paul Butler, managing director, Val Morgan Outdoor, says trust and transparency was critical during the crisis, further highlighting the need for real-time audience measurement to understand con- sumer behaviour.