Outdoor Media Association (OMA) CEO has rejected claims digital is taking over outdoor inventories, despite more than 250 digital screens installed in the last 12 months, saying static is here to stay. Speaking with Australian Printer, Charmaine Moldrich, CEO of OMA, says while digital is growing static inventory will always have its place in the market.

Charmaine Moldrich, CEO of the OMA

Moldrich says, “There will always be environments where static will work better than digital, and also messages that will work better in static than digital. Static still says for some brands – I own this sign. She says over the last year OMA members installed more than 250 digital screens across Australia, taking digital revenue from 11.3 per cent in 2013 to 18.8 per cent of the total in 2014. Moldrich says, “We know that technology makes us stronger – while technology is driving some traditional media channels backwards, in outdoor it is propelling us forward. “Of course digital boards are an asset as they shorten campaign lead-times and allow for more time sensitive and targeted messages, however, our static boards are providing opportunities for messages to work with smart mobile technology – as we all know the internet of smart things can make dumb technology. “So what we are seeing is that the smart mobile technology is giving people the opportunity to connect with advertisements on our out-of-home signs in the moment be it where they live, work and play. Static still holds a strong place in outdoor and continues to grow.” APN Outdoor figures for FY15 also indicate the trend towards digital to be gaining momentum, overall digital revenue grew by 118.2 per cent from $14.8m the year before to $32.3m, however during the same period its static media increased by 3.5 per cent to $218.3m up from $211m.

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