Opening the door to a world of possibility, the Outdoor Media Association are looking to create an Automated Transaction Platform that will make buying and selling Australian outdoor advertising space a breeze.
Australian advertisers are being coaxed from the shackles of television, radio and print by the sunshine and fresh air of out-of-home (OOH) advertising. Already one of the most rapidly growing advertising mediums in the country, an Automated Transaction Platform (ATP) would help advertisers in Australia snap up more OOH space and move in leaps and bounds towards the high standards for innovation set by the rest of the world.
Window of Opportunity
Talk of creating an ATP was born out of the realisation that advertisers in Australia have started to catch onto the potential of OOH, and the proof is in the rapid growth that the industry has experienced over the last few years. Without putting you in a number coma, the revenue of the industry grew by a whopping 10% in 2014 and the biggest jump happened in the last quarter of the year. The amount of people in contact with outdoor advertising also continues to climb, and it now accounts for almost a quarter of the advertising market in this country. With stats like these, it’s clear to see that the industry is on the rise and advertisers are in the prime position to ride that wave all the way to the top.
What Counts as Outdoors?
If the words ‘outdoor advertising’ only conjure up images of billboards in your mind, then prepare to be amazed. Advertising pops up in unexpected places all around us, and these spaces typically fall into the three main categories of roadside, transport and retail/lifestyle. Advertising spaces within these categories include:
-Free standing panels
-Airport (inside and outside)
But What’s the Fuss About?
Outdoor advertising goes above and beyond the realms of possibility offered by other mediums, because it thrusts brands into the public eye and draws a greater number of eyes towards your message.
Make Your Message Unavoidable
By their very nature, outdoor advertisements can’t be switched off or put down like other media, such as television, magazines and radio. This means that passersby can’t control their consumption of the content and as people will often see your advertisement during their idle time, they are more likely to be receptive to your message.
Create Maximum Impact
Standing in pride of place in their chosen location, outdoor advertisements command a level of attention that is unrivalled by any other medium. With larger-than-life images, strong brand markers and much less clutter, your content will be designed to complement rather than detract from its surroundings and can become a much-loved feature of its environment.
Incorporate Digital Technology
Despite technology being readily available, Australia still has a lot of work to do to catch up to international standards for using mobile and digital technology in its outdoor advertisements. Around the world we are seeing QR codes, WiFi and motion and gesture recognition used to encourage people to interact with advertising content, such as the hair care advertisement in Stockholm.
Australia is yet to fully jump on this bandwagon, but this just creates a great opportunity for advertisers to be the trailblazers of interactive and engaging outdoor advertisements in this country.
The Outdoor Media Association’s hotly anticipated ATP may take a little while to get off the ground, but there’s nothing to stop you venturing into the great outdoors straight away! We’ve struck up a partnership with one of Australia’s biggest media buying companies, Q Advertising, so you just say the word and we’ll jump on the phone and line up a great deal on any outdoor advertising space you fancy.