Print to play a part in Sydney outdoor

Print will play a role in Sydney’s signage and street furniture, says the Outdoor Media Association (OMA), following calls for digital, wi-fi first technology for the new street furniture contract.

Clover Moore’s announcement earlier this week that City of Sydney will be looking for digital, wi-fi inclusive submissions for its street furniture contract, prompted speculation that it was looking away from print. It is the first time the street furniture contract will be renewed in 19 years.

OMA says print still has a large role to play, particularly with the coming introduction of augmented reality technologies.

Tess Phillips, general manager, OMA, says, “It was great this week to hear City of Sydney Lord Mayor Clover Moore’s glowing review of how signage can improve Sydney using technologies to make it easier for people to stay informed and find their way around our city.

“But while the media focus is on digital, it would be remiss to think that this spells the end of the tried and trusted printed poster.

“In fact, all Out of Home (OOH) formats, from roadside to street furniture, to transport to retail, continue to grow in revenue as our audiences continue to grow.

“Sure, digital OOH is sexy and is a key factor in driving overall growth, but in this digital world, printed posters offer high impact and visibility and still make up a large proportion of OMA member inventory.

“What is more, in the coming years, the Internet of Things (or IoT) and Augmented Reality will start to bring our printed posters to life.

“Digital will not kill the analogue star, it will enhance it.”

While the announcement focused on wifi, digital street furniture, Australian Printer sought clarification on whether print submissions will be accepted.

City of Sydney responded, “All conforming EOI submissions will be considered. The existing advertising assets are a mix of digital and print ads, and it is expected that they will be replaced with new assets serving a similar purpose. The City will work with the successful service provider to determine the optimal arrangement of the assets. There is no defined expectation as to the mix of digital and print media.”

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