Real estate website Domain has joined the surging number of businesses boosting their outdoor spend, launching a $10m outdoor advertising campaign including stadium signs.
The real estate ad war is more good news for wide format printers, coming the same day as new Outdoor Media Association (OMA) figures show the industry grew revenue for February by a massive 23.8 per cent more than last year, rising to $48.3m.
The massive spend by Domain over the rest of the year aims to increase its market share against bigger rival REA, which recently boosted its own marketing budget by 52 per cent.
[Related: More wide format news]
Advertisers like Domain will be able to better target their campaigns using the OMA’s measurement of visibility and exposure (Move) audience measuring system, which last week celebrated its fifth anniversary.
OMA chief executive Charmaine Moldrich says new functions allow brands and agencies to geo-target demographics and create bespoke campaigns using bigger and transparent maps that they have long been asking for.
“They have asked us, ‘yes, we know that there are averages, but where are those people?’,” she says.
“This research actually shows them where the actual people are, we will also be giving them the geo-targeting section.”
The tool will use analysis of reach and frequency based on audience geography, household income and number of people living in their home, and will show how audiences are seeing ads – whether it be by walking, driving or as a passenger
“So for example if an insurance company is looking at its postcode data and it shows that they haven’t got a lot of people in a particular area, [with this tool] they can actually start looking at where to campaign and what the reach and frequency will be for that demographic,” Moldrich says.
Move collects and analyses audience data from 73,000 out-of-home advertising locations, including roadside billboards, posters, street furniture, railway stations, buses, trains, trams, shopping centres and capital city airports.
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