Aldi’s Christmas bus shelter, in Brisbane
Australia’s Outdoor Media Association, the OMA, is sharing the results of a consumer survey it hopes will convince more advertisers to try outdoor for the summer. Despite achieving its strongest growth results for the 2013 financial year last Q4, with retail spending increasing steadily each month into summer, the association says that total ad spend takes a sharp dive from November through to January. Charmaine Moldrich, CEO of the OMA, says, “We have seen advertising spend decrease at this time for more than 10 years, it is as if advertisers are sending their brands on holidays when it is actually the best time to be outside broadcasting to a cashed up and relaxed population with time on their hands to shop.
Charmaine Moldrich, CEO of the OMA
“We wanted to highlight this opportunity for advertisers, that summer is an uncluttered time of year and also the perfect time to use outdoor.” The omnibus survey, of 1500 Australians, found that 54 per cent are more aware of outdoor advertising in summer, with the most enthusiastic demographics in the 18 to 24 age bracket and people with kids. Some 33 per cent of respondents say they watch less TV in summer, and 21 per cent spend less time online. Shopping, eating out and visiting family and friends were also more popular during the warmer months. Moldrich says, “It is common sense, really. Of course people are spending more time out and about with the longer, warmer days. They are also spending more time travelling and shopping as they have more leisure time. All of which are prime places for outdoor advertising.” The OMA’s research follows on from a study by oOH! Media and Leading Edge Research, which found that 83 per cent of people spend more time outdoors in the summer months, with 80 per cent visiting shops more often and 66 per cent dining at cafes. The survey results are published on a website, www.summerwillnotbetelevised.com.au
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