OMA launches automated insertion order tool

The Outdoor Media Association (OMA) has launched OASIS (Outdoor Advertising Standardised Integration System), the first Out of Home (OOH) industry-wide automated insertion order tool.

The cloud-based platform was built in consultation with the Media Federation of Australia’s (MFA) Outdoor Futures Council (OFC) and OMA members, to standardise and streamline the campaign buying and verification process.

OMA CEO Elizabeth McIntyre said, “The OMA commenced building the platform in 2022 after identifying a market need to simplify and standardise the communication between OOH media owners, agencies and verification companies. 

“OASIS is a practical tool that can be accessed in real time, which means that amendments are visible immediately, and by everyone, ultimately leading to greater accuracy in reporting for OOH campaigns.”

Omnicom head of trading John Lynch added, “We are excited by the potential of OASIS to save us time throughout the buying process of OOH. From booking to verification, having one point of reference will reduce errors and allow us to spend more time in the planning phase. Any reduction of admin and improving ease of transaction is a big win.” 

OMA and MOVE general manager Kylie Green said that the OASIS tool is a real achievement for their members, demonstrating what they can accomplish when they work together as an industry. 

“We identified a pain point in the transaction process, and then explored achievable ways in which we could improve systems for media owners, media agencies, and OOH verification providers,” said Green. “This positions us well for the launch of MOVE 2.0 in 2024 which will be an exciting evolution of our industry to more granular audience measurement.” 

In 2024 MOVE will launch its new world-first audience measurement system, providing data for over 100,000 signs nationwide, including regional. The platform is being built using mobility data from one of the largest surveys ever undertaken in Australia, by MOVE and Ipsos Australia.

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