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)