• Outdoor Media Association to launch a single transaction portal in 2016
The Outdoor Media Association (OMA) is calling for Expressions of Interest (EOI) to build an Automated Transaction Platform (ATP) that will create a one-stop hub for the buying and selling of out-of-home (OOH) in Australia across all formats.
Establishing an industry-wide platform is a world first for the OOH industry and the first time any representative media organisation has united to develop a single source transaction system. The industry joined together over five years ago to launch its audience measurement system, MOVE, again the first of its kind in the Australian market.
“Five years on from MOVE we wanted to build on our success, and in listening to our clients – media agencies and advertisers – we believe automation is the next obvious step. This transaction platform will not just amalgamate the industry, it will make it easier for agencies and clients to buy outdoor media in Australia,” said Charmaine Moldrich (pictured), OMA CEO.
The OMA is seeking expressions of interest from individual organisations, or consortiums, which specialise in software development, specifically those that can develop a portal hub to amalgamate the various OOH formats under one transaction platform. The platform should be accessible via a mapping interface and have the ability to pull various data sources, including consumer and geodata. It is envisaged that the platform will have four components, and those interested in tendering can bid for the entire transaction platform, or one or more of the four components.
Phase one will concentrate on automating the current processes including the integration of industry formats and inventory; selling and buying; as well a post analysis and billing. Phase one is expected to be in market in 2016.
Future expectations for subsequent roll outs of the ATP will include programmatic trading.
“The outdoor industry is the only traditional media channel experiencing record growth, and our audiences continue to grow. We know that each day nine out of 10 Australians leave home, and as a consequence of our growing audiences we are seeing OOH on more media plans. OOH revenue has grown 26% in the last five years and technology makes our once static channel dynamic. It is our intention to capitalise on this growth and invest in making it easier to brief, plan and buy our signs across the full array of outdoor formats nationally,” added Moldrich.
“The ultimate goal is to create a pan-industry system that’s user friendly, incorporates geographical information and is also set up for automated trading, including programmatic, in the near future,” he said.
Major industry bodies, including the Australian Association of National Advertisers (AANA) and the Media Federation of Australia (MFA), support the project.
OOH is the second fastest growing media in Australia and OMA members represent 90% of the OOH industry accounting for $602.1 million in advertising revenue in 2014.
The OMA is seeking expressions of interest from technology companies to tender for all or parts of the ATP by 3pm Australian Eastern Daylight Time, on Monday 3 August 2015. For more information visit www.oma.org.au