The strong growth in outdoor print continues, as leading billboard owner oOh! Media builds new inventory.
Three large format printers stand to increase their print jobs as oOh! Media takes over the sales agency representation for 169 billboards, and builds 20 more in NSW and Queensland.
This comes on the back of Outdoor Media Association CEO Charmaine Moldrich telling ProPrint in an exclusive interview* that outdoor media is on an irresistible growth trajectory, thanks to population growth and high density urbanisation, digital and print integration, and media fragmentation.
Outdoor print has grown in every quarter for the past decade, save two in the middle of the GFC. Even with the advent of digital outdoor media and its uptake, print has continued to grow, and says Moldrich will continue to do so, providing printers switch on to combining print with digital applications.
[Related: More outdoor media news]
Today’s new agreement for oOh! sees it taking over the billboards from iOM, which owns the billboards, and means advertising agency sales booked by oOh! Media from today onwards will be printed by its print partners Priority Printing Solutions, Billboard Media, and Opus subsidiary Cactus Imaging.
oOh! Media billboard group director Noel Cook says: “Given the agreement expands our roadside billboard offering with additional 169 billboards we do anticipate this will result in more printing.”
162 of the sites are in Melbourne, including on the Westgate Freeway, Western Ring Road and the iconic Flinders Street Station billboard. A further six are in Sydney and one in Adelaide.
Cook say they range in size from 3×4.5m and 4x6m portraits, through to standard 12.33×3.66m, 18.99×4.5m ‘supersites’, and other key landmark sizes. “We now provide complete coverage for national advertisers, including geographical reach across Melbourne’s fastest growing development corridors,” he says.
“The additional sites will complement our existing portfolio which includes billboards in key Melbourne locations such as St Kilda Junction, Bourke Street Mall and ‘Big Tulla’ at Essendon Airport.”
[Related: More oOh! Media news]
oOh! Media has also built more than 20 new billboards across Queensland and NSW, including three on the Gateway Motorway, the Pacific Motorway and Breakfast Creek Road in Brisbane; and one on Sydney’s M2 freeway, and Cook says the company is building more on an almost daily basis.
“We are always looking for new opportunities across all of our environments that will help advertisers reach the growing audience of Australians who spend more time away from home,” he says.
*See the April issue of ProPrint magazine for the full exclusive interview with Charmaine Moldrich.
Comment below to have your say on this story.
If you have a news story or tip-off, get in touch at editorial@sprinter.com.au.
Sign up to the Sprinter newsletter
