The out of home sector is not just surviving current media fragmentation. It seems to be actively thriving in it. That was the clear message at this week’s oOh!media upfront style gathering, where the company pitched its vision for 2026 to a room full of agency executives and brand partners.
The event marked the final stop of a five-city national roadshow that engaged more than 700 agency and brand partners across the country. It also served as the first major client-facing appearance for recently appointed chief executive officer James Taylor.
Taylor took the stage first to highlight the momentum of the sector. Barely 11 weeks into the job, he pointed to hard financial realities.
“In 2025, out of home revenue grew by 11.4% to $1.4 billion, and it holds a 16.5% market share,” Taylor noted. “It is increasingly moving to the centre of media spend. Both sizable and strategic.”
Expanding the digital footprint
Backing up that momentum is a significant rollout of new digital assets. Across Sydney, Taylor pointed to new groundwork in the Metro, Woollahra, and Waverley, alongside 24 new digital panels in the Northern Beaches.
The expansion extends to major transit corridors, with 15 new digital billboards planned along the M1, M4, and Hume highways for late this year and early 2027.
Regionally, the network is upgrading Newcastle Airport and launching a new billboard site in Wollongong.
Beyond revenue and infrastructure, Taylor acknowledged the need for internal evolution. He noted that agencies demand faster response times and deeper data insights.
“As an example of progress we are integrating AI agents into our sales workflows to make this happen,” Taylor said.
Mel Duffy introduced as ‘the prodigal daughter’
The return of the prodigal daughter
While Taylor provided the corporate bedrock, the evening’s masterclass in salesmanship came from Mel Duffy, head of product and POLY strategy. Introduced by Mark Fairhurst, chief revenue officer, as ‘the prodigal daughter’ returning to the business, Duffy took the stage and immediately won the room over with her self-deprecating humour.
“I don’t know if anyone saw me walk up on stage, but I have to say, it’s the first time I’ve worn heels in ages,” she joked. “I’m an elder millennial, and let me tell you, that step up was quite risky.”
Combating the attention crisis
Humour aside, Duffy quickly cut to the core anxieties keeping chief marketing officers awake at night. Marketers battle a severe attention crisis.
“The average person sees over 10,000 pieces of advertising and content every single day,” Duffy explained. “So how do you come through all of that to effectively win the hearts, minds, and perhaps the wallets of individuals?”
Out of home, she argued, remains the only truly unskippable channel. To solve the attention deficit, Duffy unveiled the ‘Unmissable Menu.’ The framework helps brands stand out through three core pillars: creativity, audience targeting, and sheer physical impact.
Retail domination and MOVE metrics
The conversation then shifted to the retail environment. The latest MOVE methodology fundamentally transforms this area.
“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,” Duffy explained.
“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. In this new measurement economy, it is clear scale and quality of environment matter more than ever.”
This expanded data proves that medium and large retail centres are exceptional reach workhorses. Brands can now execute complete retail dominations, taking over multiple screens in a single environment to capture consumers right at the point of purchase.
Revellers at the oOh!media 2026 event at Saltbox. Image: supplied
Sparkly skirts and bold creativity
Duffy stressed that buying efficient media is only half the battle. What goes on the screen matters immensely.
“Creativity drives 41% of effectiveness of out of home,” she reminded the room.
In another humourous throwaway, Duffy subtly referenced her own sequined outfit. She noted that great advertising does not always need to be complicated.
“Creativity doesn’t have to mean all the fandangled things, all the sparkly skirts, all the rest of it,” she said. “Sometimes, it is simply about the consistent utilisation of out of home to drive that great memorability.”
Duffy championed the skills of oOh!media’s dedicated creative hub, POLY, and the team members who work to maximise this metric.
The final pitch from oOh!media is clear. To cut through the digital noise of 2026, brands must step away from opaque algorithms and invest in bold, unmissable physical canvases.
Feature image: James Taylor, chief executive officer oOh!media