The Outdoor Media Association (OMA) has welcomed Civic Outdoor and Helio.
The companies are also joining MOVE (Measurement of Outdoor Visibility and Exposure), which is the Out of Home (OOH) industry’s audience measurement system.
It has launched several innovations at the beginning of the year, introducing an accurate measurement for digital campaigns and a qualitative measure of impact, the Neuro Impact Factor.
Civic Outdoor is an independently owned and operated Outdoor operator with a network of signs ranging from large format billboards in Melbourne, Adelaide and Regional Victoria to small format sites across Victoria, New South Wales, Queensland, South Australia, ACT and Tasmania.
Mark Buckley, general manager at Civic Outdoor, said: “Joining the industry as members of the OMA and MOVE at this time of innovation and growth is very exciting for us and more importantly our clients and agencies.
“With the Civic Outdoor inventory available to be measured in MOVE 1.5, we can deliver optimised OOH campaigns and truly empower our clients to plan and buy advertising even more strategically,” he added.
Helio is an online advertising marketplace connecting buyers and sellers, making it easy for small, medium and large businesses alike to buy advertising. Helio has been carefully designed, based on years of media experience, to simplify the workflows unique to advertising such as campaign building and creative delivery.
Laura Hall, co-founder and CEO of Helio, said: “Our vision is to democratise media, levelling the playing field to help all businesses grow. At Helio, we are dedicated to making the process of buying and selling easy, seamless and transparent.
“Being part of the OMA will bring bigger opportunities for the industry and our clients as the use of digital platforms becomes an integral part of how OOH operators trade ad space,” Hall added.
Charmaine Moldrich, OMA CEO, said: “Our program is focused on an all-industry approach, which is why we are delighted to welcome Civic and Helio to the association.
“Our job is to proselytize the benefits, of which there are many, of Out of Home, and having new members strengthens both the cause and the message.”
The OMA has significantly grown its membership and currently represents close to 100 per cent of businesses working in the OOH advertising space including companies that own signs, display advertisements, and provide services to the industry through production, installation, and technology.
Outdoor companies that have joined the OMA in the last 15 months include AdFlow, AOSco, CV Media and Signage, EiMedia, Hivestack, JOLT Charge, OIS, Scentre Group BrandSpace, Shopper, Think Outdoor, Tonic Media Network, Total Outdoor Media (TOM) and Val Morgan Outdoor (VMO).