Outdoor Media Association (OMA) have welcomed Scentre Group, Hivestack and Tonic Media Network as members.
They will also be members of the industry’s audience measurement system, MOVE (Measurement of Outdoor Visibility and Exposure).
Scentre Group owns and operates 42 Westfield Living centres across Australia and New Zealand which are some of the most visited places that attraction with over 468 million customers, as of 30 June of 2021.
Their in-house marketing solutions business, BrandSpace, connect brands and businesses to audiences through digital and physical touchpoints.
Brandspace general manager Scott Moore said: “We are excited to start 2022 as a member of the Outdoor Media Association and begin to offer brands and agencies an alternative way to quantify our audience through MOVE 1.5.
“Our membership signifies our support for the industry’s commitment to make it easier to plan and buy out-of-home media, through innovations in audience measurement and standardisation.
“The enhancements to MOVE in measuring audiences in retail environments and on digital out-of-home assets will better enable us to help brands, retail partners, marketers and their agencies unlock the power of marketing within the Westfield environment”.
Hivestack leads the world in independent programmatic Digital Out of Home (DOOH) specialising in the buy and sell side of programmatic DOOH advertising.
Hivestack managing director ANZ and SEA, Matt Bushby said: “We are thrilled to be joining the OMA at such an exciting and important time for the out of home industry.
“The solutions the OMA is building in areas like digital audience measurement and standardisation will provide the transparency and accuracy needed to take our industry to the next stage. There is a big opportunity for marketers to harness the power of contextual targeting in programmatic DOOH and deliver even more effective campaigns. Innovations like MOVE 2.0 will go a long way in enabling that.”
Australian wellbeing company Tonic Media Network rejoins OMA and MOVE.
Their DOOH health channel reaches over 16 million Australians in GP waiting rooms and pharmacies each month.
Tonic Media Network CEO and managing director Richard Silverton said: “We’ve been watching the development of the MOVE 2.0 build and we’re really excited about all that the platform will offer.
“It is critical that our customers are confident that they are reaching the right people with the right message at the right time. It’s the perfect time to join, to be part of shaping this world-first audience measurement system for OOH in Australia,” he added.
This comes after OMA announced, back in November, a raft of initiatives set to launch on 31 January at its first OUT-FRONT event.
The rollout will include the interim audience measurement update MOVE 1.5 which will measure digital screens and provide a new metric based on neuroscience called the Neuro Impact Factor.
In addition, standardisation guidelines will be introduced that will see the industry unite on common terminology, screen ratios, insertion orders, and shift to selling OOH by Share of Time.
OMA CEO Charmaine Moldrich said: “The renaissance of Outdoor is showing no signs of waning, and this is further reinvigorating membership to the industry body. We are pleased to say that we now represent close to 100 per cent of the Out of Home industry in Australia.”
Outdoor companies that have joined the OMA in the last year include AdFlow, AOSCo, CV Media and Signage, Ei Media, Jolt Charge, OIS, Shopper, Think Outdoor, Total Outdoor Media (TOM) and Val Morgan Outdoor (VMO).