When I first joined oOh!media 12 years ago, the industry’s use of data was in its infancy. Industry audience measurement was in development with survey data available, however providing only a macro view of consumer behaviour.

Beyond that, while it was understood people spent a significant amount of time out and about every week, and that outdoor media reached broadcast audiences as a ‘one to many’ medium, the industry was data poor when it came to understanding audience movement and profiles at location.

Fast forward to today, and the situation has changed dramatically. The Out of Home industry has accelerated and developed significantly in exploring and applying the power of data in greater depth  to better understand audience profiles at location – a key development as advertisers seek greater confidence in delivering their message to more of the right people to influence business outcomes.

Here at oOh! we have been on this journey too, and over the past five years in particular have ramped up our efforts to bring unique, robust, trusted data into our business. The aim has been to deliver deeper insight, built from real data and based on actual behaviour, into audiences at location, and deliver that at scale across our national network.

This ability to capture data has evolved significantly over the last decade so much so that we likely couldn’t have imagined 10 years ago where we would be today. This is thanks to numerous developments in hardware and software, from increased digitization in many walks of life to larger and faster platforms on which to store and process information to the development of sophisticated algorithms that now only take seconds to search and analyse billions of data points, saving hours of research and boosting insight capability exponentially.

This embarrassment of riches when it comes to data has led to the growth of specialist companies who collect, analyse and partner with businesses like ours to provide access to anonymised datasets across a wide swathe of the economy. In short, we are swimming in data, and now have the technology and the tools to capitalise on what it can tell us.

 Data evolution

Our journey at oOh! from basic data collection to today’s sophisticated methodologies has been fuelled by years of investment in people and expertise. Beginning with just a couple of individuals, we now have a team of data scientists, engineers, developers and analysts who specialise in how data can be used to drive ROI for clients, capturing ever-increasing slices of aggregated audience groups as they go about their daily lives.

As a location-based business, understanding the audience who lives around our advertising locations is not enough. In recent years we have stepped up our commitment to understanding the profile and movement of audience groups at out of home location, activating that through the build of easy-to-use applications and tools to demonstrate superior targeting to inform planning.

We bring that expertise to life through our recently launched Smart Reach product. Smart Reach sits within our DataScience offering, encompassing industry leading tools and capabilities aiming to deliver unparalleled audience insight at location, industry and audience profiling, creative effectiveness tools and access to the largest database of ROI norms in the country. Smart Reach is a global leading Out of Home planning tool powered by two trillion data points and combining the most robust anonymised transactional and movement based datasets available. Smart Reach enables advertisers to maximise their media spend and reach, and is proven to deliver on average 25% more active buyers, also known as category buyers through unmatched targeting across the Out of Home media landscape.

A wide breadth of data sources allows us to bring to life this global-first data offering and give our clients uniquely valuable audience insights to plan and execute their Out of Home campaigns. For instance, through our work with data partner Quantium, Smart Reach draws upon an unrivalled picture of the travel and shopping behaviours of 80% of Australian households based on de-identified and aggregated data. This enables Smart Reach to map the behaviours of audience segments, based on actual consumer behaviour, for an unparalleled understanding of the oOh! locations they are exposed to.

Smart Reach informs the effectiveness of campaigns across multiple Out of Home formats that, for example, combine Road, Commute and Retail assets to build strategic responses that drive the strongest ROI – playing to the strength of each format in achieving an advertisers objective and identifying the optimal mix of locations to deliver that message. It’s this combination of an extensive network of physical and digital assets, combined with data-led research, that gives advertisers the best chance of ROI success.

Driving Volvo sales

A recent example demonstrates this approach in practice. To introduce the Volvo Omtanke – To Think Again campaign to the Australian market in 2018, the Swedish company chose to launch with a large format oOh! Road campaign prior to running a national TV campaign.

The oOh! Road campaign was planned using Smart Reach. The strategy was to optimise campaign placement across digital Roadside locations to deliver on the ‘big family’, ‘singles’ and ’young couples’ car buyer categories. The solution also utilised audience data to tailor creative to each location, ensuring the most relevant message was delivered to either young singles and couples or big family audiences.

The solution delivered 1.6 million (53%) singles and young couples car buyers, and 1.2million (58%)  big family car buyers, engaging audiences on average 4.4 times over the campaign period.

The results of this campaign were validated by independent research agency Dynata, who found high levels of recall for the oOh! Road campaign among key targets (42% among those in the market for a new car, and 46% among the affluent younger audience). Dynata also found 43% of those who recalled the campaign took some kind of action as a result of seeing it, as well as a significant uplift in recommendation (+104%) and consideration (+136%) among those who recalled the oOh! Road campaign compared to pre-campaign benchmarks.

New opportunities with neuroscience

These are real results from today, derived from real data. Campaigns such as this also open the door to other possibilities to further drive positive outcomes based on emerging technologies, which hold the promise of delivering even more effectiveness in future years. One example also used in the Volvo campaign was oOh!’s multimedia creative optimisation tool, known as the ‘Iconic Trigger’.

Grounded in neuroscience, Iconic Trigger research was conducted by Neuro Insight, a world leader in the field on 70 different TVC campaigns. Their team found that by identifying the most powerful, or iconic, moment in a TV commercial or video pre-roll and applying it to Out of Home, advertisers could increase a respondent’s long-term memory by +42%, which is a measure strongly linked to enhancing the overall ROI of a campaign.

This relationship between advertising and neuroscience is fertile ground for further exploration, and will doubtless lead to the development of other tools and insights across the industry, reinforcing brand messaging and maximising return on investment across multiple advertising formats via capturing people’s attention in ever more creative ways.

Return on investment

Advertisers are increasingly taking a multimedia approach to engage with consumers at various points along the customer journey. Out of Home is fast becoming a priority media partner that can be used very effectively in combination with other media

The latest research study accessing the ROI norms across 140+ brands and derived from over $9bn in advertising spend in Australia by Analytic Partners for their audience, shows that the combination of TV, digital and Out of Home drove the strongest ROI. This combination drives a 27% incremental increase on top of the ROI delivered by each of the mediums separately. Additionally, the optimum results for campaigns with a media spend of under $1 million were achieved with a media mix of Digital and Out of Home. And campaigns that had more than six per cent of their media spend in Out of Home achieved a 57% ROI, while those which spent under that amount only achieved a 41% ROI.

The study with Analytic Partners displayed for their clients an average doubling of ROI growth when buying media through a category buyer approach vs demographic targeting. Research such as these show how data can be used to help inform not only the best combination of assets, but also how various Out of Home formats can be combined, and how they can work with other media, to drive results for clients.

Extensive data collection and analysis underpins all of these initiatives and shows just how far we have come from those tentative early steps evident a decade ago.

The industry has evolved dramatically in its complexity, but greater levels of data collection and analysis, combined with new research and technological advances, mean that we may still only be scratching the surface of what is possible in the years to come.

First published in AdNews.


Bus shelters on Commerce Street in Auckland and Oriental Parade in Wellington have been covered in a leaf canopy, and commuters were treated to some delicious nectarines and peaches. The shelters also feature oOh!’s brand new touch-activated scented posters, which release a fresh peach fragrance when touched. The company worked closely with media agency Stanley Street and creative agency M&C Saatchi to make the activation a hit with commuters.

Jo Rose, Countdown’s General Manager Marketing, said the bus stops were a great way to show and tell customers about our summer peaches and also tantalise their taste buds.

“Countdown has direct relationships with local growers right around the country, which means we can give our customers fantastic fresh fruit direct from the orchard. We wanted our customers to experience what our buyers do every day – the sights and smells of a peach orchard with delicious produce straight from the tree.”

Paul Hankinson, Executive Creative Director of M&C Greenhouse NZ says that ‘Countdown is really proud of the direct relationships they’ve built with their growers. We wanted to dramatise that and at the same time, demonstrate the benefits of Grower Fresh in terms of freshness, taste and quality.’

Georgia Woodbridge from M&C Saatchi said the activation helped show customers where the produce at the supermarket comes from, and the faces behind the fruit.

“The team at Countdown is really open-minded about new ways to tell their story, and it’s also fantastic to work with the brilliant oOh!media, who successfully took our creative drawings and turned them into reality.”

Another great marketing campaign from Countdown is currently running across nine of oOh!’s fully interactive digital Excite panels around the country, with the screens turned into interactive colouring panels. To help celebrate Countdown’s summer campaign, Kiwi kids can select from a pre-set range of colours, then touch a portion of the picture to fill it in, building their mini pieces of art. Once ready, they can send the image to themselves via email or SMS for subsequent downloading or sharing on social media.

Head of Art M&C Greenhouse NZ, Gerhard Myburgh, said the billboards beautifully demonstrate the joy of a Kiwis summer.

“What is summer like in New Zealand? It is a special, happy time for most people but it is also different things to different people. We commissioned a Kiwi illustrator, to bring all the wonderful icons and moments to life in a beautiful piece of graphic art. A visual ode to the quintessential Kiwi summer. And every person that interacts with this digital colouring-in experience can make it unique to themselves,’ he says.

oOh!media’s Head of Sales, Ben Gibb, said the national campaign demonstrates how innovative approaches can be combined with oOh’s assets to deliver attention-grabbing executions that help bring clients’ marketing strategies to life.

“The early numbers reinforce this approach, with 5,103 unique interactions from the Excite panels during the first week, averaging 2.5 minutes per session,” he said.

Mr Gibb added the challenge with the sampling activation was taking a great creative idea on paper and translating it into the real thing on the street. “We’re super proud of this project and the impact this has already had, and it’s been amazing to capture the reactions of commuters,” he said.

Download full media release.

Key points:

  • We are swimming in data: understanding exactly what data we are using, why we are using it and how we are using it is key for advertisers to stay afloat.
  • In 2020, diversification of datasets and creative interpretation/application will supercharge planning and creativity.
  • Dentsu Aegis Network CMO study 2019 cites that 85% of CMO’s believe that creativity and big ideas build brands and create emotional connections that will deliver long term brand growth, yet only half of these CMO’s think the industry is doing this well.

My Takeout:

We can’t predict the future, but we have the tools to build it. The Out of Home market in 2020 will see trends in utilising the power of data, continuing to revolutionise creative across Out of Home as data gives us the power to understand exactly who our audiences are and target these audiences on a much more granular scale. Best practice for 2020 will be a balance of long and short term marketing strategies to build brands for long term success; and we will continue to see the use of data influencing advertiser creative – to deliver the right message, to the right audience at the right time.

Data accessibility enables advertisers to understand exactly where their buyergraphic audience is to maximise audience reach and their advertising spend. Combined with powerful creative, tailored to the audience, brands have the power to connect with their audience with the right message and drive action.

Recent ROI Study conducted by Analytic Partners showed that 41% of Out of Home effectiveness comes down to the creative copy. This measure of effectiveness is similar when looking at creative effectiveness across other media channels. More so, when it comes down to developing an emotional connection with audiences, the consideration of format and environment is key to creative performance. Investing in a piece of creative that really maximises the synergy of the emotional component of a TVC can drive results 250% higher than average.

A great example of this approach in practice is Volvo’s successful large format digital Road campaign. Strategically planned using buyergraphic audience data, creative was tailored to each location to ensure the most relevant messages were delivered to the right audience. On average, the key audience was engaged 4.4 times over the campaign period. Additionally, neuroscience research was used to best identify the most powerful images for Volvo to use, enhancing the overall ROI of the campaign.

It’s proven brand building is the main driver for long term growth, yet advertising as an industry is in a pattern focusing on short term versus long term advertising. In 2020, it shouldn’t be an either/or approach, but rather ‘and’. Mark Ritson recently commented on concerns for 2020 saying ‘where you’ll see most money being withdrawn, is what should be the 60-70% that should be spent on long term brand building through advertising”

My takeout for 2020? Utilise data, invest time in creative to power up brand campaigns and consider placement and context. Creativity has the power to bring a campaign to life, drive an emotional connection with your audience, and therefore enhance long term brand metrics.

This article first appeared in Mi3-Australia.

David Scribner is a busy human. As well as being oOh!’s Chief Customer Officer, he is Ad Standards’ Chairman of the Board, a Business Mentor for The Marketing Academy and a Student Mentor at the University of Sydney. He’s also a massive sports fan – the Dragons, EastsDRUFC, Waratahs and Paddington Cricket Club being his teams of choice.

The awards, which received more than 100 nominations across the Performance, Impact and Engagement categories, recognised individuals in the industry who are making significant community contributions.

Among the winners was Rachael Wilmot whose volunteer work leading and organising large-scale fundraising events for Cystic Fibrosis Community Care, saw her take away the Palme D’Orange award for the most outstanding entry, winning $250,000 in media for the charity of her choice, as well as a three-night stay at Daydream Island Resort, with flights and accommodation valued at $10,000.

Rachael spends countless hours volunteering for Cystic Fibrosis Community Care, the peak community not for profit supporting those living with cystic fibrosis. Rachael and her husband are both carriers of the recessive cystic fibrosis gene, and in October 2017, their daughter Hope was born with Cystic Fibrosis.
Rachael supports the organisation across a variety of different volunteer programs, with the majority of her time spent leading the Cystic Fibrosis Community Care’s major fundraising annual gala ball event – ‘A Night for CF’.

“CF doesn’t receive the attention or levels of funding that other big charities do, so we’re so thrilled to win this major award to raise much needed awareness about CF to ultimately provide more support for the CF community,” she said.

oOh! Chief Customer Officer, David Scribner, said the panel were overwhelmed by the number of powerful entries which showcased the extraordinary number of individuals in the industry who selflessly take time out of their busy lives to make these astonishing contributions to charity.

“Selecting only four winners from all the wonderful entries was no easy task. However, we believe we’ve chosen truly worthy winners, with all recipients making significant contributions across a range of sectors including vital cancer research, general health research and sustainability,” he said.

Fellow award recipient, Paul Tadich, participated and helped organise the Type 1 challenge – a 1,100km bike ride around Victoria raising money for a charity very close to his heart – the Juvenile Diabetes Research Fund. Since his daughter Paige was diagnosed with Type 1 Diabetes five years ago, Paul has participated in the Type 1 challenge for the past three years and is an active member of the state leadership group of JDRF.

“I am committed to helping researcher’s find a cure so that Paige and other children like her can have a long and healthy life. This generous prize from oOh! will contribute greatly to raising awareness of what the organisation is doing and the funding that we need,” said Paul.

Suzanne Neate was selected for the Engagement award for her work as the founder of The Aftershock – a not for profit organisation raising funds and awareness for high mortality rate cancers – which has raised $200,000 over the last two years.

Suzanne began the organisation after losing her mum Teresa in 2016 to a rare form of thyroid cancer. Since founding The Aftershock, Suzanne has organised a number of charity events, including ‘Teresa’s Trotter’s – a 6km walk around The Tan in Melbourne, ‘Tidy’s Tour’ – a cycle event in Melbourne and other exhibition events.

“There is a proven correlation between cancer funding and survival rates. Receiving such generous funding as part of this award from oOh! will give us extraordinary channels to raise awareness, and more opportunity for funding, bringing us one step closer to defeating these rare types of cancers,” said Suzanne.

Environmentalist and passionate leader in sustainability, Charlotte Berry, took away the Impact award for her work across a number of key sustainability campaigns as a senior strategist at UM on Coca Cola.

Charlotte’s work in the sustainability space includes launching Coca Cola’s first sustainability campaign raising awareness of bottles being made out of 100% recycled plastic, pioneering Queensland’s Container Deposit Scheme and counselling a national recycling campaign for the Australian Government to educate Australians on what and how to recycle.

She believes our industry is part of the solution. However, there must be a fundamental shift in how we talk about sustainability out of the Corporate Social Responsibility conversation and into the sphere of economics. Once businesses see the long-term economic gain in sustainable practices returning on business outcomes, both short and long term, we will see change.

“My mission is to be the sustainability champion wherever I work – as an educator, counsel and strategist. I am thrilled to be given the opportunity to work with some of the world’s most iconic brands to spread the sustainability message across oOh!’s network.”

The winners have attended an awards ceremony today, being presented with a certificate, trophy and their $250k media donation cheque followed by lunch hosted by oOh!.

Download the full media release here.

Faced with the familiar marketing challenge of reaching as many potential customers as possible, Modibodi turned to the oOh! DataScience team to help plan and implement the integrated campaign.

This involved oOh!’s specialists developing a bespoke consumer segment built for Modibodi in combination with exclusive partner Quantium, then using Smart Reach to design an optimised advertising schedule that reaches 74% of the new segment in Sydney.

Harnessing the powerful data at its disposal also enabled oOh! to index and rank shopping centres, enabling the selection of the three specific centres used for the pop-ups. Further support for the stores was provided by oOh!’s Experiential team, which managed their activation.

The pop-ups themselves reinforce Modibodi’s environmental credentials by being made entirely of upcycled or biodegradable materials, including eco biodegradable wallpaper made by oOh! Print. Modibodi has also chosen to use oOh! Print’s recyclable skin on the classic billboard site for the campaign.

This campaign as a whole is also supported by tailored activity on oOh!’s Junkee youth publishing platform, further reinforcing the brand messaging.

oOh!media Chief Customer Officer David Scribner said the use of data to support such an innovative brand was a sign of how more advertisers are realising what data analytics can do for their growth prospects.

“Smart companies like Modibodi, who are bringing exciting new products to market, are increasingly adopting a rigorous approach to securing the best ROI for their marketing dollar,” Mr Scribner said. “Our DataScience capability helps create unmissable integrated campaigns by discovering exactly which segments of the public to target, and how to reach them, at levels of detail never seen before.”

“Our brand is all about giving people confidence and dignity, while being environmentally responsible,” said Kristy Chong, Modibodi’s Founder and CEO. “Using oOh!’s integrated solutions to bring the different facets of this campaign together, and their data analytics to reach the consumers we want to talk to, gives us a real advantage that helps us build our business and drive awareness in very effective ways.”

Download the full press release here.

Margaret Worth Samsara 11 1968, screenprint, printed in colour inks, from seven stencils, National Gallery of Australia, Canberra, Purchased 1994

Know My Name is a National Gallery of Australia initiative to increase the representation and participation of Australian artists who identify as women through a program of vibrant and
intergenerational events and exhibitions, working in partnership with many media and arts organisations.

National Gallery of Australia Assistant Director Alison Wright said oOh!’s network gave the campaign a powerful platform to amplify the artworks beyond the walls of the gallery to people all around Australia, from major cities through to regional areas.

“The partnership means we can increase the access and visibility of women artists who have shaped our culture,” she said. “It’s time we all made an effort to recognise the creative achievements of
Australian women.”

oOh!’s Chief Content & Creative Officer, Neil Ackland said the partnership would give the Know My Name initiative the platform it deserved, bringing the works of some of Australia’s best female artists into the lives of everyday Australians.

“oOh! is pleased to be able to use our network to be a part of the equality conversation through this important initiative,” Mr Ackland said.

“The initiative is a great example of how we can transform public spaces for the better by leveraging our network to captivate and educate Australians all around the country with these extraordinary works of art,” he said.

“Through our multi‐platforms, content and creative, we are challenging and reframing the perceptions around what Out of Home can do, bringing to life the innovation and capabilities we can deliver at significant scale.”

The National Gallery of Australia’s Know My Name campaign will also include a significant exhibition of Australian women artists across its gallery spaces in Canberra opening in May next year.

Download the full media release here.

Boomtown unites the country’s leading media companies to support a campaign to redress the imbalance of advertising investment and the vast opportunities for businesses and brands to reach the 8.8 million people living in regional Australia.

oOh!media is the only Out of Home provider that can deliver every state and territory in Australia, with multiple touchpoints to reach and engage with regional audiences throughout the day. These touchpoints cover roadside, retail, airport and location-based assets, giving advertisers numerous opportunities to speak to regional audiences using both classic and digital assets.

In addition, oOh!media has a solid history of investment into regional Australia. In 2008 the company spent $40 million acquiring regional outdoor advertising company Sports & Outdoor Media, and since then has made frequent and ongoing investments to upgrade this portfolio, including digitising assets.

Brian Gallagher, Chair of the Boomtown committee and Southern Cross Austereo’s Chief Sales Officer said: “We are thrilled to have oOh!media join Boomtown’s history-making collective, encouraging marketers and agencies to rethink advertising in regional Australia. Out of Home advertising is an important medium for brand building, as it can reach large audiences in ways that no other format or technology can. We are now a stronger, broader-reaching collective.”

Belinda MacPherson, News Corp’s General Manager Sales and Operations at News Regional Media, said: “We welcome oOh!media to the Boomtown collective as we continue to showcase regional Australia and the nearly 9 million reasons why national brands should be prioritising regional media.”

oOh!media CEO, Brendon Cook, said: “We are excited to be partnering with Boomtown, as regional Australia is a crucial market for advertisers and a very important part of our business. We’ve invested in regional assets over many years, as we strongly believe there is still massive potential for advertisers to reach wider and more relevant audiences across Australia, and build their brands by using the latest, sophisticated data analysis techniques.”

oOh!media joins fellow media partners Southern Cross Austereo, WIN Network, Prime Media Group, Australian Community Media, News Corp Australia, Imparja and Grant Broadcasters in the Boomtown initiative.

More information is available at: https://boomtown.media/.


 Media company collective: Southern Cross Austereo, Prime Media Group, WIN Network, Australian Community Media, Imparja, Grant Broadcasters, News Corp Australia and oOh!media

Committee Chairman: Brian Gallagher

Production / Campaign Manager: Ana Nasarre

Client Working Group: Francesca Ryan, Sam Woods, Martine McPhail, Daniel Perotti

Production Company: Fabric Films

Production Director: Charlie Fergusson

Executive Producer: Krista Fergusson

Post Production: Fabric Films


About the Boomtown Campaign:

Boomtown is an Australian first collaboration that represents the 8.8 million people living in regional Australia. Its aim is to shine a light on the benefits of advertising in regional Australia across multiple platforms and channels. Only 10% of national media budgets are spent regionally, despite 36% of the country’s population living there and Boomtown seeks to redress that imbalance. Its eight Australian media owner members are Southern Cross Austereo, Prime Media Group, WIN Network, Australian Community Media, News Corp, Imparja, Grant Broadcasters and oOh!media. Boomtown – where businesses and brands boom.


About oOh!media:

oOh!media is a leading media company in Australia and New Zealand that creates deep engagement between people and brands through an Unmissable world of physical and digital Out of Home advertising solutions. Their connected offline and online ecosystem makes brands Unmissable across oOh!’s diverse network of more than 37,000 locations across Australia and New Zealand including roadsides, retail centres, airports, train stations, bus stops, office towers, cafes, gyms, bars and universities and integrating with experiential, social, mobile and online – helping brands connect with their audiences through powerful integrated campaigns.

They combine this unparalleled reach with the industry’s best data, insights and media planning tools, as well as leading technological innovation, to give advertisers an added layer of campaign intelligence. oOh! delivers the reach, optimisation, engagement and impact to connect and influence audiences anytime and anywhere.

First appeared: Boomtown Media Release 7th November 2019

Marcus uncovered the way his agency thinks about Out of Home creative and specifically the work they are doing with Netflix. It made me reflect on the things I wish I knew back in the day when I was quick to include Out of Home on the media schedule, but never took the time to really understand it.

Before I joined oOh!media, Out of Home was usually the last creative I looked at. Rather than thinking about where the creative would be appearing, I would use a “set and forget” approach of signing off many iterations of the same creative in different sizes. If only I had known then what I know now!

  1. How can we better use the Out of Home environment?

A roadside billboard is not the same as street furniture or a retail asset. Your audience is going to react differently to each environment, so you simply can’t treat them the same way. You need to ask yourself “What is my audience doing when they see the ad?” “What is their mindset likely to be?”

I know that might sound blatantly obvious, but it’s a step that’s easy to overlook. The creative team needs to understand the different environments and use them to advantage. Ideally, the creative team will go to the actual site to see it for themselves. Marcus Foley’s agency Tommy took their client Netflix to Thailand, where they inspected the sites in all the key cities and successfully used 19 distinctly different pieces of creative to launch Stranger Things 3. Now, I’m not suggesting everyone has those kinds of budgets, but it is worth asking yourself the question “Do you know enough about the sites and environments that you’ve bought to really maximise the campaigns creative potential?”.

  1. How can we make Out of Home more memorable?

Marcus Foley presented that one in four billboards globally are being photographed and shared on Instagram. Yet, if I’m brutally honest with myself, none of my previous Out of Home advertising was Instagram-worthy. Now I realise that if audiences are taking the time to share your creative, not only are they more likely to remember your message, they’re helping you do your job by expanding your reach.

Rather than focusing on pushing a brand, we need to focus instead on engaging our audience. We need to ask ourselves, “Does this creative deserve my audience’s attention?” and “Is this the kind of content people want to see and share with others?”.

  1. How can we expand our horizons?

Until recently, Out of Home marketers have focused on billboards with static imagery. Applying cookie cutter creative to brands is an easy solution and I confess, hand on heart, that I have been guilty of this when under the pump. But will this approach enhance audience recall and increase return on investment (ROI)?

With such a limited approach, we miss out on opportunities that allow us to take full advantage of Out of Home’s capabilities including full motion, data enabled sites, contextual relevance, time of day advertising … the sky’s the limit.  These are the elements that will make your campaign stick.

  1. How do we maximise Out of Home campaigns?

It’s easy to think of Out of Home as passive ads. I get it, I felt that way for a long time too. But when we combine it with other advertising mediums like digital or television, it works brilliantly to maximise the campaign’s ROI.

Paul Sinkinson, from Analytic Partners, recommends that if your media budget is less than $1 million your best combination is digital and Out of Home. If it’s more than $1 million, go for a combination of TV, digital and Out of Home*.

  1. How do we select the best Out of Home sites?

The pre-oOh! me didn’t even consider using data to determine the best assets for my Out of Home buy. Instead, I followed what my agency recommended or went for sites that appeared to have high traffic or were in a cool area.

Now I understand the simple formula (Audience at location x creativity)scale  = Unmissability. By using data from companies like oOh! partner Quantium, it’s possible to increase your ROI and create a 25% uplift by targeting category buyers versus demographic audiences.

Marcus Foley believes that 85% of Australian Out of Home creative did not take advantage of the available creative possibilities. That’s a lot of missed opportunity. If you have fallen into some of the same traps I did, think about taking a whole new approach to Out of Home. Your brand will love you for it.

To get more out of your Out of Home campaigns, talk to our creative and data teams.

*Source: ROI Study


Jodie Koning is oOh!’s Group Marketing Director, leading a team of marketers and designers, discussing all things customer experience, hitting the gym or hanging out with her gorgeous sons.

Breast Cancer Foundation NZ is the first to run a campaign utilising this technology at street level. The panel is located within a bus shelter on Auckland’s busy Queen Street and features a designated tap and go device enabling commuters to donate $3 to the charity using either a payWave enabled credit card or smartphone.

The campaign is also running across oOh!’s extensive street furniture network, with the Queen Street bus shelter being taken over with a Panorama wrap and translucent posters, which are also featuring in bus shelters across Auckland, Christchurch and Wellington.

oOh!media New Zealand’s General Manager, Nick Vile, said he was thrilled to have the Breast Cancer Foundation NZ officially kicking off the new product offering, which he says will become an effective and engaging way for charities to gain community support.

“The technology is not new but when combined with our panels at street level it is a really powerful and affordable way for charities to engage “on the go” New Zealanders,” he said.

“All funds collected from this initiative will be directed straight into the charity’s account via a secure process that follows the PCI Data Security Standard. The card reader is purely tap-and-pay, with no pin pad, and with the system set to a small donation amount, it allows for a seamless and secure transaction.”

Breast Cancer Foundation NZ’s chief executive, Evangelia Henderson, said the new panel enables people to donate to an important cause in a unique way.

“We’re delighted to be first to use oOh!media’s new donation panels. Breast Cancer Foundation NZ is always looking for innovative ways to spread the breast health message and to raise vital funds for our work. It’s great that oOh!media’s new donation panels are helping us to do this,” she said.

The Breast Cancer Foundation NZ campaign launched this week and will run until October 27.

Download the full press release here.

I joined oOh! as Chief Customer Officer at the beginning of the acquisition period, which gave me a unique view on the integration of the two businesses, and my primary task was to continue to drive our transformation to a customer centric organisation through this busy time.

There are many takeaways from this period, but I’ve expanded upon the three core elements that have been on my mind during this time of reflection.

The transformation of oOh! and our customer leadership team has been eye-opening

We provide a total Out of Home product offering for our customers and our customers’ customers. To be the best at what we do it is essential we provide a complete end-to-end solution, that includes insights, innovation, marketing, sales and delivery.

That’s why we have created a single customer team to ensure they are no breakpoints at the customer layer, and that the team works together as one team. Appreciating each other’s roles and solving issues (potential or real) as a team. This will ensure we are able to add greater value to our offering and potentially create a point of difference from our competitors.

It took us a while to get there, but taking that extra time has allowed us to create a team of experts that will help our customers to recognise their branding dreams.

Key learnings for managing teams through transitions

Times of transition can be tumultuous, but they don’t need to be. In my 25+ years in business, I’ve learnt a few things about how to make changes to business as smooth as possible for our biggest asset – our people.

  • Clearly articulate the ‘why’ and the process that we want to follow. Then seek employee input and guidance, at the same time listening for potential roadblocks or obstacles
  • Over-communicate on the changes that teams and individuals are about to experience, and where possible make face-to-face communication a priority
  • ‘Sweat the small stuff’. Be attentive to people’s needs and feedback, irrespective of the perceived size – whether it be physical (e.g. where do I sit) or business orientated (e.g. what is my patch or who are my new team members). Continue to celebrate the change and positive impact, including the resilience of employees.

Minimal disruption and maximum NPS scores were our goal

Our focus has solidly been on putting the customer at the centre of everything we do, and how we service our accounts was (and is) the priority. Back of house impacts needed to be managed to ensure that none of them bubbled into any customer interactions.

This required a clear understanding and narrative for our frontline employees on how to respond to questions about the transition that would inevitably come.

Our goal was to continue with ‘business as usual’ so that we could continue to provide best-in-class service. Pleasingly, we were able to maintain the historical oOh! NPS (net promoter score), but also increase the new company NPS while we were transitioning.

We’ve had a great year and we look forward to seeing what the next 12 months bring.


David Scribner is a busy human. As well as being oOh!’s Chief Customer Officer, he is Ad Standards’ Chairman of the Board, a Business Mentor for The Marketing Academy and a Student Mentor at the University of Sydney. He’s also a massive sports fan – the Dragons, EastsDRUFC, Waratahs and Paddington Cricket Club being his teams of choice.

With a combined prize pool of over $1 million, The Open Awards – which coincide with the company’s oOh!Pen Season – will feature four different categories that recognise individuals for their various contributions to charities and communities.

The categories include:

  • Performance: Recognising individuals who contribute to charities via sport and related activities.
  • Engagement: Volunteers who sacrifice their own time to help others.
  • Impact: Individuals who are making contributions in the sustainability space.
  • Palme D’Orange: Recognises the most outstanding entry across all categories.

The Performance, Engagement and Impact category winners will take home a certificate and trophy, plus a media pack worth $250,000 for their charity of choice. The winner of the Palme D’Orange will receive a $250,000 media pack for their charity, plus a three-night stay at Daydream Island Resort, with flights and accommodation valued at $10,000.

oOh! Chief Customer Officer David Scribner said The Open Awards were an excellent opportunity to highlight the great work being done by those in the industry.

“We’re very excited to launch these awards and recognise fellow members of the media and marketing industry who selflessly take time out of their busy lives to make enormous charity contributions,” he said.

“The awards are also a great way to kick off what we call oOh!Pen Season, which is the busiest time for the Out of Home industry and one where we have maximum audience reach, with most Australians spending their days and nights outdoors.”

Winners will be selected by a line-up of judges who actively help others, including:

  • Grace Favelle: a 20-year-old cancer survivor and Make-A-Wish ambassador who is studying at university to pursue her dream of working in the media.
  • David Scribner: oOh! Chief Customer Officer, regular mentor of students at the University of Sydney and oOh!’s representative at this year’s Vinnies CEO Sleepout.
  • Samantha Hollier-James: oOh! Integrated Campaign Director and Tour de Cure Co-Founder.
  • Karni Maizels: Business Manager oOh! Melbourne, and Pink Hope’s volunteer of the year (2018).
  • Tim Murphy: oOh! National Sales Director and NGEN volunteer.
  • Nathan Robertson: oOh! SA Sales Director and volunteer for The Disabled Surfers Association of Australia.
  • Tonya Greer: oOh! Community Manager, who works with oOh!’s charity partners.

Nominations are now open. For more information visit www.oohmedia.com.au/openawards

Download the full press release here.

Our Look Up campaign was based on the work of world-renowned Neuroscientist, Dr Fiona Kerr. Fiona has great charm and a wonderful knack for taking something as complex as neuroscience and explaining it a way that makes total sense. Fiona has given numerous Ted Talks, which you can watch here.

Fiona tells us that the simple act of taking a moment to fully immerse ourselves in our surrounds has the potential to change our brains, and our lives, for the better. Our Look Up campaign, in all its simplicity, was seen by 92% of the population living in and around the capital cities. The Look Up message took on a life of its own with more than one million people reached on social platforms and 5.2 million people reached through traditional media channels.

It is these kinds of results that see the creative opportunities afforded by Out of Home not go unnoticed. It is expected that by 2021, global Out of Home revenue will reach an all-time high of $33B US (Magna & Rapport, 2018) and Digital Out of Home will account for the majority of the advertising revenue. As we all know, digital sites have transformed Out of Home powering it to deliver brands high impact and visibility in a fragmented media landscape vying for our finite attention.

Fragmentation gives way to consolidation

Transformation brings with it growing pains. It was hard to bid farewell to two iconic Out of Home companies – Adshel, acquired by oOh!, and APN Outdoor, acquired by JCDecaux. For me it signified a key moment in the maturation of our industry. As industries progress through their life-cycle, fragmentation gives way to consolidation that brings with it the benefits of greater Out of Home reach and increased investment in research and technology that supports future growth.

Respecting and celebrating our place

Something we are keenly aware of as we celebrate 80 years of industry representation is our place in the public domain. It is a privilege to be afforded the right to be big, bold, and audacious in the public space. We are proud to be a partner and unifier, showcasing the messages of our partners on our network of over 85,000 signs across Australia, reaching 93% of the Australian population every day.

We continue to work with our closest partners – State and Local Governments – to ensure that we are working within the framework of evidence based, sensible regulation that avoids the unintended consequences that new policy inevitably encounters. We understand that governments are grappling with budget deficits and wanting to do more with less. We stand by them as a mature contemporary industry playing our part returning close to 50 per cent of our revenues back through rents, taxes and building public infrastructure.

The future of Out of Home

We now live in two realities. One digital, one tangible. Innovations in Digital Out of Home will enmesh those realities into single seamless experiences we are yet to fully fathom.

In anticipation of this future, we are developing new metrics and new methods to drive proven and reputable results.

We will be launching a new Out of Home automation platform CORE, building a digital measurement metric, and investing more than $1.3M into neuroscience research.  We will also continue the movement that got people looking up, with the Look Up campaign returning in 2020.

As an ally in the public space, Out Of Home thrills our senses, enhances the outdoors, and immerses audiences wholly in worlds of our design. The Look Up campaign sparked a movement that inspired us to be more connected, more creative, and more compassionate. I invite you to continue tho Look Up and unlock the creative potential that Out of Home has to offer.


This blog was authored by Charmaine Moldrich, Chief Executive Officer, Outdoor Media Association (OMA)

The campaign, which was rolled out earlier this year across oOh!’s 15 fully interactive EXCITE and a further 65 retail and 161 Street furniture signs nationally, was created to promote ASB’s free and easy to use digital money box where parents can swipe virtual notes and coins into a child’s Clever Kash account via a mobile banking app.

The interactive game, developed by oOh! alongside media agency Carat and creative agency, True, presented kiwi kids with a series of questions and items and asked which item was a ‘need’ or a ‘want’.

oOh!media New Zealand Head of Sales, Ben Gibb, said given the outstanding results from the initial campaign. ASB were keen for a second instalment.

“This nationwide campaign really exemplified the perfect synergy between innovation and the scale of oOh!’s range of assets across its retail and street furniture network,” he said.

“The series of questions combined with an instructional video and details around where and how users could get their own Clever Kash meant the campaign proved to be hugely successful.”

Mr Gibb said EXCITE panels, which use power-packed technologies – including multi-touch screens, Kinect 2.0 gesture control, voice recognition, web-cam and 4G connection – not only offer a deep, immersive brand engagement like no other, they also offer brands fully measurable data on their campaign.

“The EXCITE experience offers detailed reporting capabilities on not only those who have interacted directly with the panels, but also all those who have walked past and looked at the panels, and the duration spent there,” he said.

The first installment of the Clever Kash campaign delivered a number of powerful metrics, including:

  • 51,880 total interactive sessions, with 22,263 of those being unique
  • The average time user spent with the brand during the session was 96 seconds
  • A campaign footfall of 1.39 million
  • 913,734 people stopped to look at the panels for an average of 8.8 seconds

ASB Brand Manager, Bianca Osborne, said Clever Kash was the first interactive campaign the company has run with oOh! and the results have exceeded their expectations.

“The fun and interactive experience that the EXCITE panels offer really helped to start the conversation with parents and kids around money, which was one of our main goals,” she said.

“Not only were we able to start that conversation, the EXCITE campaign, along with other media channels has driven a substantial increase in our web traffic thanks to those wanting more information about the product offering, not to mention an impressive level of new sign-ups.”

oOh!media is pleased to announce that public policy expert Dr Siobhan Marren has joined the company as its new Director of Government Relations.  

Dr Marren is a highly experienced specialist with a diverse range of experience, and joins the company from the Outdoor Media Association, where she guided the industry’s response on key advocacy issues around road safety regulations and content restrictions.  

With 20 years of national and international experience across policy, advocacy, education and campaigning, Dr Marren is a policy expert who has worked across State and Federal campaigns on equitable health outcomes, civil liberties and environmental issues. 

oOh! CEO Brendon Cook said they were delighted to bring Siobhan on board, particularly at a time of increasing business and regulatory complexity in the industry.  

She is a proven advocate who has a real grasp of commercial, legal and legislative matters, and will deepen our capabilities in this vital area,” he said.  

Dr Marren said she was pleased to be joining such an established and successful team. 

 “oOh!media is an industry leader operating in a rapidly-changing environmentThe advertising business has many opportunities, but also many responsibilities, and I’m looking forward to working with all our stakeholders to help promote the interests of both the company and the industry as a whole.”  

Download the press release here.

Sporting fans in Auckland, Wellington and Christchurch will have the best seat in the stadium, with bus shelters across the city transformed into immersive mini arenas as part of a new oOh!media campaign for the Sky TV Network.  

To promote Sky Sport’s streaming services, the large-scale special build campaign will see nine bus shelters taken over with a complete panorama wrap and custom seat installations – tailored to each major city – to encourage commuters to experience the stadium on the street.  

oOh!media New Zealand’s Head of Sales, Ben Gibb said the campaign is the largest of its kind for oOh!, allowing amplified reach and impact to ensure Sky TV can cut through the clutter and reach its audiences in a unique and exciting way during their everyday commute.  

“Commuters are spending time waiting in our shelters and this presents a great opportunity for brands. Each site has been hand selected by the team to ensure high foot fall, high dwell time and Daily Traffic Visual counts, averaging more than 300,000 eyeballs across all nine locations,” he said. 

“By coupling this extensive reach and dwell time with our creative offerings, such as our large format Panoramas and special build capabilities, we can increase impact, engagement and talkability for Sky TV to create a truly unmissable campaign,” he said. 

Steve Bayliss, Chief Marketing Officer for Sky TV, said oOh!’s assets were the perfect avenues for executing a captivating campaign of this size. 

“Taking well-known aspects of our favourite sports and placing them in everyday moments is our way of showing Kiwis that Sky is an indispensable part of any sport lover’s life,” he said. 

“As well as introducing our great new products, the aim of the campaign is to put a smile on the face of everyone who sees the advertising. Our outdoor activation allows us to do just that – inject a bit of fun and a creative twist to an everyday situation.” 

The Sky TV Network campaign was launched last week and will run until the end of September. 

Download the press release here.

Advertisers will be given the unrivalled ability to precisely engage consumers during their journeys through oOh!’s powerful new offering, Smart Reach, launched today as the company rebrands its data and insights capability, oOh! DataScience 

The global-first data proposition of its kind, Smart Reach combines the most robust anonymised data sets available, enabling advertisers to maximise their media spend and reach 25% more buyer audience through unmatched targeting across the media landscape.  

oOh! CEO Brendon Cook said Smart Reach ensures brands are targeting the right audience and provides access to more than 500 specific audience segments based on buyergraphicsdemographics, psychographics and consumer behaviours.  

“Our data partners and data scientists have combined trillions of data points including 2.5 billion retail and purchase transactions annually and more than 3 billion geo-signals from mobile devices to tell a powerful story of who Australians are based on what they buy, and where they go and spend time in addition to where they live he said.  

“The granular level of data enables razor sharp targeting to audiences who are more likely to buy – delivering on average 25% more buyers in fact for advertisers putting their message in front of more of the right people. 

Mr Cook said on top of reaching consumers where they live and work, Smart Reach means brands can have their campaigns optimised and delivered across oOh!’s 35,000 strong network based on actual consumer journeys.  

 “Enabling audience rich and location specific data across the entire oOh! network means brands can use the best format, at the right location, at the right time to create a truly unmissable campaign,” he said.  

“And through our access to exposure data we can ensure they are getting more ‘one-plus reach’, which according to Analytic Partners’ most recent ROI research, drives significantly more ROI, as does campaigns that use multi-formats across the audience journey, with the combination of TV, Digital and Out of Home driving a 27 per cent increase on top of the ROI delivered by each medium separately.” 

oOh! Chief Customer Officer David Scribner said Smart Reach enables brands to find the most powerful combination of oOh!’s network of assets and formats to maximise campaign performance.  

 “With Smart Reach, if an advertiser decided they wanted to target audiences based on their behavior – for example those who frequent entertainment precincts – we are able to identify the areas people came from to attend the event, how they got there and where they went afterwards to target those audiences across our locations,” he said.  

When combining our transactional and mobile data, we now deliver stronger ROI results by understanding the performance personality of each of our assets and applying that at scale for advertisers. 

Mr Scribner said Smart Reach means advertisers can now plan, optimise, buy and create campaigns that engage more of their target audiences than ever before.  

 “It is about giving advertisers more audiences for their investment and ultimately by delivering a better return for advertisers, we will see our share of the advertising pie increase.”  

Mr Cook said the introduction of Smart Reach is a significant milestone in oOh!’s ongoing commitment and investment in its data and insights strategy and is a game changer for the industry as a whole 

 “Launching Smart Reach and the rebrand to oOh! DataScience has been four years in the making and is the result of more than 20,000 hours of development,” he said.   

“Our continued investment in the evolution of data and developing ways to use it within the business will help power our client performance over 35,000 assets across Australia and support our goal of oOh! as a priority media partner. 

“The offering and the fact that we can now provide advertisers with the optionality to get to their audiences more effectively than any other media will play a big role in growing the Out of Home sector over the next few years.


Download the press release here.

Managing Director of Analytic Partners, Paul Sinkinson, said the analysis in sales performance and marketing ROI of more than $9 billion in marketing spend in Australia highlighted the need for marketers to consider multiple platform campaigns to drive better results.

“If you invest all marketing dollars into one channel, over-weight or underweight particular mediums, you could be weakening marketing performance significantly,” Mr Sinkinson said.

“A campaign’s ROI tends to increase along with the more media platforms used as splitting the budget across more avoids individual tactics reaching diminishing returns.

“We also see that the use of multiple platforms drives synergies that results in the message sticking with consumers longer and having deeper influence on decisions.

“For example, the combination of TV, Digital and Out of Home drives a 27 per cent incremental increase on top of the ROI delivered by each of the mediums separately.”

The most in-depth look into the ROI on advertising across all media, this year’s study also revealed:

  • The optimum results for campaigns with a media spend of under $1 million was achieved with a media mix of Digital and Out of Home.
  • Campaigns that had more than six per cent of their media spend in Out of Home achieved a 57 per cent ROI, while those who spent under that only achieved a 41 per cent ROI.

oOh!’s Chief Customer Officer David Scribner said the results gave advertisers powerful and actionable insights to draw on when determining not only the media buying strategy but the creative needs for different formats.

“By drawing on Analytic Partners extensive ROI genome from a cross section of industries and marketing tactics globally, advertisers are better able to determine the tactics that are proven to drive greater return” Mr Scribner said.

“It also highlights the important role of Out of Home to do some of the heavy lifting of building reach, particularly for campaigns that are heavily weighted towards digital and the importance of ensuring the right creative is used for the right environment.

“The report shows that by taking your campaign messaging and tailoring it for the Out of Home environment, based on weather triggers, time of day, location or more, there is plenty of ROI upside.

The full ROI study will be presented at oOh!’s upcoming roadshow to update advertisers on the latest media insights and the unveiling of an enhanced data offering that will help marketers more precisely target consumers who have greater likelihood of buying.


Download the press release here.

When I referenced her in conversation with colleagues and marketers alike, they shared my desire to see Brené live when she presented Dare to Lead in Sydney. oOh! wanted to make this possible for our staff and customers, so we took a group along to experience the magic that is Brené Brown live.

Brené Brown live in Sydney

Brené Brown is regularly inundated with requests from business leaders asking her to help them unearth innovation, creativity and change within their organisations. Interestingly though, they frequently brief her to avoid mentioning the words vulnerability or shame.

Well, during her awe-inspiring presentation in Sydney earlier this month, Brené wasted no time in sharing her years of research and personal experiences, declaring that vulnerability is the birthplace of innovation, creativity and change.

It’s no surprise that Brené resonates with so many marketers. Marketing and Advertising is a female dominated industry and Brené certainly has a strong female audience. Her content is also intelligent and inclusive, allowing her fans to take what she says and proudly incorporate it into their own daily lives.

Lightbulb moments were sparked!

Post event we enjoyed great discussion with our customers and landed on three unanimous lightbulb moments.

1. Rumbling with vulnerability: who we are is how we lead

“Shame is a focus on self, guilt is a focus on behaviour.” Understanding the difference between the two will change behaviour immediately.

This was the number one spontaneous point of discussion with everyone around the table and a huge ‘aha moment’ for us all. We can all relate to operating based on fear and making decisions that aren’t aligned with our core values, but embrace the fact that how we relate to fear is what makes us successful leaders.

If you haven’t watched Brené’s video on Listening to Shame, I suggest checking it out. It’ll be 20 minutes well spent and you’ll walk away inspired.

2. Courage is contagious

This topic really resonated with us, with lots of robust conversation flowing about:

  • Leaders need to deal with their own fears and feelings. We also need to lead by being brave and vulnerable.
  • Having the courage to have the conversations you have in your head, with others
  • Backchanneling, which Brené explained to be the reactions and opinions we have before or after a meeting, rather than talking through them in the meeting. For us this means, having the courage to show up in meetings and have the courage to address all issues in the room and not having ‘the meeting after meeting’.
  • It can sometimes feel like it’s more important to spare someone’s feelings than to speak the truth. Often the avoidance comes from us (consciously or not) looking to lessen our own discomfort, not that of the other person. This is something we all aspire to change. As Brené says, “embrace the suck”.

Clear is kind. Unclear is unkind.

 Brené Brown

3. Conspiracies and confabulations

Conspiracy theories can spread like wildfire in a corporate environment and they can be incredibly damaging. While it’s natural for humans to fill in the gaps when there is fact missing, we need to check in with the stories we are telling ourselves (and others) to ensure we not making up for incomplete data, with fear as the driver.

A confabulation involves replacing missing information with something that we believe to be true, it’s effectively a lie that is told honestly. This is something that can take on a life of its own in business, so we’re all looking to be more aware of the tendency to do this – not only when we see others doing this, but within ourselves too.

Seeing Brené live had a huge impact on all of us, one that I expect we will carry with us through our careers and personal lives.

Jodie Koning is oOh!’s Group Marketing Director. When she’s not espousing the genius of Brené Brown, she’s leading a team of marketers and designers, discussing all things customer experience, hitting the gym or hanging out with her gorgeous sons.

As Adshel’s Head of Marketing, this task was one of the greatest challenges of my 20+ years as a marketer. Not only would I have to draw on all my project management experience, but I would need a high level of empathy.

Empathy is the capacity to comprehend and share another person’s feelings. It is more than sympathy, it allows us to put ourselves in another person’s shoes so that we can understand them better. Empathy is a critical leadership skill which allows us to influence, inspire, and help people cope with change as well as achieve their goals.

I learned a lot about leading with empathy in that six week Adshel-oOh! brand transition.

Lesson 1. Keep people at the heart of the process

For Adshel’s people, being part of Adshel was much more than just a job. These people were fiercely loyal to the brand ­- re-branding Adshel would be more akin to removing a personal identity than simply changing a name.

Clearly, this brand transition was going to hurt a lot more than simply ripping off a bandaid. I needed to come up with a well thought out and empathetic approach with people at its heart. One way we achieved this was by renaming the Adshel brand ‘Commute by oOh!’ which reflected the commuter audience proposition of the Adshel outdoor network, giving Adshelians an immediate identity within the new organisation.

Lesson 2. Make it safe for your team to open up

It was vital for me to create a safe haven for people to ask questions, give me feedback and, most importantly, be themselves. I needed to remain open and approachable as their leader so my team could trust that I would listen without judgement.

Listening is important, but the ability to open up and show a touch of vulnerability really helped throughout the process too.

Lesson 3. Look to the future

Go beyond your own concerns and doubts to create a clear vision for the future and remain clear about your expectations and the role of each team member within that vision. Clarity is quite powerful.

Lesson 4. Be kind to yourself

While it’s important to remain empathetic and continually seek to understand what others are experiencing, as a leader you must also consider your own needs. If you don’t also take care of yourself, it’s difficult to be present for others.

The culture within teams and business is crucial to success. Being able to practice empathy as a leader allows us to tackle complex problems in an emotionally intelligent way. The genuine affection that empathic leaders have for people, and the strength of their core values, inspires trust.

Looking back at those challenging weeks, I strongly believe that leading with empathy was a key ingredient in the successful brand transition between Adshel and oOh!


This article first appeared in the August 2019 edition of The Marketing Academy’s newsletter.

Jodie Koning is oOh!’s Group Marketing Director. When she’s not espousing the genius of Brené Brown, she’s leading a team of marketers and designers, discussing all things customer experience, hitting the gym or hanging out with her gorgeous sons.


Located on Moreton Drive and affectionally titled Big Morety, it will complement a wider roll out of some of the best in class digital screens across the airport precinct.  This coincides with a $40 million redevelopment of the Brisbane Airport Corporation (BAC) Domestic Terminal designed to deliver a high-quality engaging experience for travellers.

As part of the redevelopment and broader media strategy, innovative digital displays will showcase uniquely Queensland content, creating a sense of place and a true end to end travel experience.

Martin Ryan, Executive General Manager Consumer at Brisbane Airport Corporation (BAC), said oOh! has created a powerful media solution that complements the busy airport environment.

“The recent contract renewal with oOh!media was a perfect opportunity to review our media strategy across the board and look at innovative ways to incorporate imagery and messaging that appeals to our specific passenger mix while amplifying Brisbane Airports’ ‘uniquely Queensland’ sense of place,” Mr Ryan said.

“The digitisation of signage allows greater breadth of content scope than traditional static installations, allowing advertisers to refresh creative regularly, while also allowing BAC to provide a customer first approach.

“An example of this is the ‘mindful moments’ content that has been specifically developed by oOh!’s in-house creative team to guide passengers, who may have anxiety about flying, through meditation techniques and breathing exercises. So, it’s not all about advertising messaging.”

“Digital billboards and signs also provide a more sustainable and efficient way to engage with travellers and visitors, saving time, money and resources.”

oOh!’s National Commercial Director for Fly, Elise Taylor, said BAC is evolving to reflect changing passenger expectations and, together with oOh!, are delivering world class advertising solutions across the entire airport precinct.”

“Drawing on our deep data and insights of the airport passenger, our extensive experience in airport media, and our investment in keeping at the forefront of innovation, our partnership with Brisbane Airport will really set the benchmark,” she said.

“With engagement key when targeting high value and time poor audiences, the ‘wow’ factor of Big Morety combined with the digital screen wraps on columns throughout the terminal and the mix of content carried across all of the screens, will further enhance the opportunity for advertisers to speak to passengers at each touchpoint in their journey.”

Download the full press release here.

Darwin International Airport Director Commercial, Shane De Wit said: “Darwin International Airport is excited to launch this new outdoor digital billboard in association with leading media company, oOh! Media, to deliver this high-quality asset to reach and engage audiences.

“We’ve chosen to partner with oOh! Media given their reputation as the leading national media operator with a deep understanding of the airport advertising environment and track record of delivering innovation.”

oOh! National Commercial Director, Elise Taylor said: “The launch of this first large format digital Supersite (12.66m x 3.35m) further enhances the advertising suite at Darwin Airport, and offers advertisers an end to end solution that will reach national domestic and international travelers arriving into Australia’s gateway to South East Asia.

We are also able to leverage our leading data and insights to provide advertisers with granular insights into the buying behaviours and product propensity of the audiences that will be passing this unmissable sign.”

The new large format outdoor digital billboard, located on Henry Wrigley Drive, complements the airports already well-established digital advertising sites within the terminal, giving advertisers the opportunity to reach travellers at multiple touchpoints across their airport journey.

Among the first advertisers to use the new outdoor digital billboard is high profile local tourist attraction Crocosaurus Cove.

Sally Gregory, Marketing Communications Manager said: “We identified the airport as a key environment to reach our target audience of domestic and international travellers arriving in Darwin.  We are thrilled to be one of the first advertisers to take advantage of promoting our business on the new giant outdoor digital billboard.”

 Darwin International Airport continues to work on initiatives that aim to provide dynamic advertising solutions for local and national businesses on digital advertising platforms in line with what is on offer in other capital cities in Australia.

First appeared: Darwin International Airport Media Release 29th July 2019

Do you know how commuters feel about their daily journeys, what they’re doing along the way, and why this is important? This year, we surveyed over 2,000 Australians as part of our Commuter Audience Study and asked them about their everyday commute. We found that no two journeys are the same.

There is so much information you can utilise to better target your audience during their commute, so we’ve outlined the three key insights that will help you plan your Out of Home activity:

The flexi commute is more common than you’d think

It might seem surprising, but 1 in 3 Australians are traveling home from work and study between 10am – 3pm. With more than 76% of Australian employees having the option to work flexibly, the pressure to stay in the office from ‘9 to 5’ has decreased.

Couple that with tech advancement and network connections getting faster and more reliable (with more improvements to come with the 5G network), commuters have the flexibility to work, stream, pay bills or just shop for the latest bargain, really utilising their commute time as doing time (or catching up on Game of Thrones, we’re all guilty of it!).

With a constant shift in people’s commutes, the importance of understanding how audiences are moving about ensures that advertisers reach their audiences in the right place, at the right time and with the right message.

Commuters use multiple modes of transport

Since our 2018 study, multi-modal transport is recorded as on the rise; with walking, train and buses playing a major role for those using an average of two modes or more. As our cities continue to evolve, so does our commute, and whilst driving still plays a major role, the use of public transport continues to be part of a multi-mode journey; for example, you might drive to the station and then catch a train into the CBD.

Multi-modal journeys provide advertisers the opportunity to reach consumers at multiple touch-points, with relevant messaging, and at a high frequency.

Journeys also provide the time for commuters to take follow-up action after being primed and influenced through Out of Home advertising. After all, we know from our study that 41% of respondents exposed to an oOh! channel in the week prior to the research being undertaken did a Google search after seeing an ad whilst they were out and about.

Mornings are for ‘doing’ and afternoons equal ‘down’ time

People are spending more time on the commute, between work, school pick-up, sports training, the list goes on, and funnily enough, they’re also happy about it.

In fact, 84% of commuters are using this time as productive ‘doing’ time, especially during their morning commute, to pay the bills, book their next holiday, subscribe to a streaming service, check work emails or get personal admin done.

The afternoon commute home is more about ‘down’ time where commuters are more likely to relax and take their mind off the 20 questions that Susan just had to ask at the end of the 4:30pm meeting!



Students are taking advantage of their commute, with 52% saying their commute is a productive time, compared to a reported 37% last year. As we continue to become more time poor, this is only set to climb with journeys becoming increasingly about doing time.

People using their commute for productive doing or down time are more likely to be in a positive mindset. This mindset has proven beneficial to how advertising messages are received and interpreted. Tapping into the commuter mindset is so important as it plays a fundamental role in priming audiences, creating connections with brands and driving action.

No two journeys are the same. The power of understanding different commuter journeys, where they are, and what their mindset is, provides such a powerful planning tool for brands to target audiences in the right time, at the right place with the right messaging throughout their commute.

And nobody knows audiences like we do.

Own the Journey 2.0, undertaken by independent research firm Pollinate for Commute by oOh!, explored the habits of more than 2,000 Australian commuters and found 1 in 3 weekday workers are travelling to work outside peak hour. On the way home, 42 per cent of commuters are beating the crowds again, travelling between 3 and 5pm.

oOh! Chief Customer Officer David Scribner said the greater acceptance of flexible working by employers and technology had resulted in workers not only changing their travel times but also how they view their commute.

“An increasing number of people are actually enjoying it, viewing their travel time as invaluable and a positive transition between home life and work,” Mr Scribner said.

“According to the research, just over a third of workers use the commute as a time to listen to podcasts or music, just under a third spend some of the commute planning their work day and just over a quarter treat the travel time as an opportunity to take time out, relax and enjoy the trip.”

“With these significant changes in commuting behaviour, the research offers powerful insights that marketers can draw on to connect with their audiences when they are in a positive mindset and therefore more easily engaged with.”

Mr Scribner said the research also found commuter behaviour was influenced by being exposed to multiple Out of Home advertising formats while in transit and proved the power of Out of Home to drive online.

“41 per cent of commuters exposed to an oOh! format in the week prior to the research being undertaken did a “Google Search” he said.

“The more oOh! formats commuters saw – be it Street Furniture, Roadside billboard or Rail – the more likely they were to take action, with over half of commuters ‘googling’ when exposed to five or more formats.”

Own the Journey 2.0 also shows:

  •  71 per cent of commuters who had seen at least one oOh! format in the last week say they noticed ads for the same product/service across different outdoor formats. Half of this audience reacted positively.
  • Almost half of all commuters (48 per cent) use at least two modes of transport for their commute, with walking, trains and buses playing a major role for those using multi-modal transport
  • Only 16 per cent of people dislike their commute.
  • Half of all commuters see travelling time as “me time”, while 37 per cent see it as relaxing, yet students view commuting as ‘doing time’, with 52 per cent using it to be productive.
  • The top activities people undertake on the commute to work beyond focusing on driving are:
    1. Listening to music or podcasts (34 per cent),
    2. Thinking about what needs to be done (29 per cent),
    3. Relaxing/day-dreaming (28 per cent),
    4. Checking emails (28 per cent) and
    5. Browsing social media (22 per cent)
  • 13 per cent of commuters use the time to shop – either for products and services (8 per cent) or groceries (7 per cent).

Mr Scribner said the research continued oOh!’s investment in understanding the perceptions and behaviours of Australian audiences to help marketers better target their advertising to engage their audiences.

“It is clear from the commuter behaviours that there is significant opportunity for advertisers to drive engagement through our ability to deliver time, day and location targeting,” Mr Scribner said.

“Whether it’s Sydney, Melbourne, Brisbane, Adelaide or Perth, oOh! is able to help advertisers reach commuters on their daily journey at the right place, at the right time and with the right message.”

Download the full media release here.

For advertiser Trade Me, oOh! in collaboration with MBM, gave the country’s largest online marketplace, which has 600 million interactions annually and over 7.5 million listings, the ability to produce and exhibit advertising across oOh!’s network of digital Out of Home formats in real time from their office to ensure immediacy in their content and demonstrate the scale of the Trade Me platform to consumers.

This was made possible through the development of an industry first online ad server that gave Trade Me the ability to build an infinite number of unique ad creatives immediately from scratch using multiple templates.  The ad server’s preview setting allowed the Trade Me team to see how each message would render on a range of digital Out of Home formats.

The multiple pieces of creative content could then be sent to oOh! in real time via a feed to be seamlessly displayed across the oOh! network of Retail, Study and Street Furniture screens. The ad server also acted as a centralised content distribution system, delivering creative messaging to third party Out of Home suppliers as well.

oOh!media Head of Sales for New Zealand, Ben Gibb, said the benefit of immediacy was further enhanced with the ability to target specific creative messages to specific locations, increasing the relevance of the messages to local audiences.

“This campaign demanded an entrepreneurial spirit to deliver a solution that combines the benefits in immediacy of digital media with the traditional strengths of Out of Home as a broadcast location-based media channel. oOh!’s solution was certainly the answer and is truly ground-breaking for the sector– optimised for creative flexibility across a range of unmissable Out of Home formats and locations to connect with Kiwis all across New Zealand,” he said.

“It required a leap of faith from the client’s perspective, and we are really excited to have pushed the boundaries and ultimately created a technology that can be used across the entire sector.”

General Manager of MBM Wellington, Annabelle Wilkinson, said the campaign challenged their perception of Out of Home and revolutionised their advertising methods.

“In just four months, this tech solution enabled 156 different creative messages to be deployed, we built all the templates in house, used internal copy writers and avoided the usual costs incurred with production and the dispatch costs associated with multiple executions of outdoor advertising,” she said.

Acting Chief Customer Officer of Trade Me, Regan Savage, said the campaign was a great collaboration between MBM, oOh! and Trade Me.

“We’ve broken down a barrier in the world of outdoor media and production, and the team at Trade Me has got a real buzz out of being able to go from idea to live advertising in a matter of a few minutes. We can be as topical as we like, whenever we like. This is great for a brand that in any given week, is helping two million Kiwis buy, sell and trade cars, houses, jobs, furniture, clothing or just about anything,” he said.

The industry leading technology was recently acknowledged at the 2019 Beacon Awards, with the initiative winning Gold for MBM in the ‘Best Use of Technology’ category, which recognises the importance of technology in driving media innovation and particularly where technology has driven the development, implementation and outcomes of a campaign that connected a target audience.

Download the full media release here.