OMA launch Powering DOOH 2023, with IAB

IAB Australia (IAB) and the Outdoor Media Association (OMA) have announced they are collaborating to present Powering DOOH 2023, a one-day conference on 30 March 2023. The conference will present technical and practical content as well as high-level and strategic planning sessions around Programmatic OOH in Australia.

“With our update MOVE 1.5 launched this year, offering digital measurement, we have made it easier to plan and buy effective DOOH campaigns. We are also building an industry standard Impression Multiplier for Programmatic DOOH, as well as introducing standards that all our members will adhere to. For us the natural next step is to bring this all to light and educate our members and the market on the efficacy and efficiency Programmatic DOOH brings. Given the IAB leadership and expertise in the digital space it makes working with them to deliver Powering DOOH 2023 an obvious choice, ” says Charmaine Moldrich, CEO OMA.

The OMA reports that Out of Home (OOH) revenue has rebounded in Q3 2022 to near pre-pandemic levels. Digital OOH revenue now accounts for 62.5 per cent of total revenue, having grown rapidly over the last five years from just 47.3 per cent in 2017.

“Our Attitudes to DOOH research released this year found that 83 per cent of agencies have used Programmatic and 48 per cent are considering it. Yet there continues to be large gaps in the market in terms of education and best practice for planning effective campaigns. We are excited to partner with the OMA and its members to curate the most relevant and essential content to fill this gap and demonstrate the massive potential of programmatic OOH,” says Gai Le Roy, CEO IAB Australia.