oOh!media gathered media and agency partners in Sydney for Unmissable 2026, marking the first major client-facing appearance of newly appointed chief executive officer James Taylor.
Held at Saltbox, the event closed a five-city national roadshow that engaged more than 700 agency and brand partners, with Taylor joined by Mark Fairhurst, Chief Revenue Officer, and Mel Duffy, Head of Product and POLY Strategy.
Mark Fairhurst (oOh!media)
Out of Home moves closer to the centre of media plans
Taylor told attendees the sector’s position has changed significantly over the past decade.
“Ten to fifteen years ago, Out of Home sat at the bottom of the media plan. Now it’s the fastest growing physical media channel.
“In 2025, Out of Home revenue grew by 11.4%, to $1.4 billion, and it holds a 16.5 percent market share. It is increasingly moving to the centre of media spend. Both sizable and strategic.”
He said larger clients are increasingly locking in annual commitments as confidence in the medium grows.
“Because of this we are seeing real momentum from our strategic client partners, with many already committed to annual spends. These are partners who are data-led, confident in the power of Out of Home, and eager to secure the best assets and creative services.”
Sydney expansion and AI sales tools
Taylor also outlined where oOh!media plans to expand its footprint, particularly across Sydney.
“Across Sydney we’ve laid the groundwork for a powerful advertising footprint, with the Metro, Woollahra and Waverley. We’ve rolled out 24 digital panels in the Northern Beaches and more are coming soon. We’re also planning 15 new digital billboards along key routes like the M1, M4 and Hume, set for late this year and early 2027.”
He said the business is also investing in systems to improve responsiveness.
“What we’ve heard from you is clear – you want deeper data and insights to support your choices. As an example of progress we are integrating AI agents into our sales workflows to make this happen.”
Taylor added speed remains a major focus.
“You’ve also told us you want us to respond faster. That is a completely reasonable expectation.”
MOVE becomes a major selling point
Taylor used the event to reinforce the significance of MOVE, describing it as a major leap in planning capability.
“MOVE represents a step change in how Out of Home is planned and measured. It brings more granularity, more segments and more clarity around how location and time of day shape impact. It will be the most sophisticated Out of Home measurement system in the world.”
He said the system now captures all seven formats across the network, including office, study and regional environments.
Retail data shifts conversation
Image: Mel Duffy (oOh!media)
Duffy said retail environments are becoming more strategically important under the new methodology.
“Under MOVE 1.5, only nine retail centres were surveyed, with no consideration given to centre size, total footfall or the specific location of panels within the environment.
“The new MOVE represents a step-change in rigour. Over 1,200 retail locations are now analysed with audience measurement incorporating centre size, footfall and precise panel positioning.”
She said larger retail centres are emerging as standout performers in the updated system
Top Image: James Taylor (oOh!media)