Outdoor Media Association
The OMA is the peak industry body representing companies that display advertisements, own signs, and provide services to the industry. OOH is advertising for products and services that you see outside the home, on a variety of signs, across various locations.
- Website www.oma.org.au
- Company Size 11-50
- Primary Location Sydney, NSW
- Categories Billboards & Outdoor, Industry Body
Overview
The Outdoor Media Association (OMA) is the leading voice on Out of Home (OOH) advertising in Australia.
The OMA is the peak industry body that represents companies that display advertisements, own signs, and provide services to the industry. OOH is advertising for products and services that you see outside the home, on a variety of signs, across various locations.
The OMA exists to promote the creative potential of the OOH channel to advertisers and agencies, and to build a more sustainable industry for its members by developing constructive relationships with government and stakeholders.
We provide leadership on policy, communication, innovation, regulation and growth for the OOH industry. Our representation to government, media agencies and advertisers is non-commercial and bipartisan.
It is the OMA’s mission to support sustained industry growth and highlight industry contribution to the economy and community. We do this by being the key resource for showcasing the best of OOH, providing fact-based information about OOH effectiveness, and supporting our stakeholders in key strategic areas, with a particular focus on effective self-regulation.
By connecting government, business, and people, we believe we can enable the industry to achieve its vision of being the #1 ‘always on’ place.
About our team
We are a small dynamic team of specialists who work together to provide audience measurement, marketing, policy, government relations and other services to our members.
Members of the OMA include the major outdoor advertising companies companies like JCDecaux, oOh!media and QMS Media as well as a series of members who provide support services to our members and members who own some of the major assets like Transport for NSW and Telstra.
Sitting alongside the OMA is also MOVE (Measurement of Outdoor Visibility and Exposure) the Audience Measurement System used by the OMA members. MOVE is a separate entity but shares the CEO, staff and offices with the OMA.
Innovation
Building the MOVE audience measurement system from 2005–2010 was a herculean task undertaken by the Outdoor industry. As the industry evolved, so has MOVE, with the imminent launch of MOVE2 in mid-2024. The evolution from MOVE to MOVE2 was made to account for the measurement of digital audiences, as well as to fill the gaps that MOVE didn’t have the capacity for; regional audiences and place-based audiences and to provide these audiences in a more granular way that allows for monthly and seasonal variations, as well as hourly movements.
Recently, the OMA has launched OASIS (Outdoor Advertising Standardised Integrated System), which is a new tool that automates the Insertion Order (IO) and streamlines the distribution of campaign booking information between Media Owners, Agencies and Third-Party Verification Companies. It is a central platform for OOH and a point of truth for campaign booking data, for verification and to create ease in tracking historical campaign booking information. OMA Members will share IOs through OASIS from August 2023.
The IO is part of the OOH Industry Standards which were developed by the OMA and the MFA Outdoor Futures Council (OFC) to make buying and using OOH advertising easier.
Charity
The Out of Home advertising industry has united to take an active role in limiting children’s exposure to occasional food and drink products and in influencing healthier lifestyle choices through educational campaigns. The 2023 Healthy Returns campaign saw new advertising signs rolled out across the country, encouraging Aussie families to ‘buy in season for healthy returns’. By purchasing low-cost, in-season produce, Australian families contending with the rising cost of living can continue to eat well and save money.
The Healthy Returns campaign is in direct response to a recent report by the Fruit and Vegetable Consortium, which found:
- 91 per cent of Australians are not consuming the recommended 5+ servings of vegetables per day
- 72 per cent of Aussies consider the cost of vegetables a major barrier to eating well
- One in four Aussies admit to only eating a single serve of vegetables per day
- Only 9 per cent of children (aged 2–17 years) eat enough vegetables to nourish their growing bodies
The Buy in season for healthy returns campaign was donated by OMA members as part of the industry’s National Health and Wellbeing Policy.
