Measurement and growth
The success of MOVE and the opportunities it creates for greater data connectivity emerged as the dominant theme throughout the discussions.
Panellists agreed that improved measurement is making OOH easier to plan, compare and justify alongside other media channels.
"Better measurement is positioning OOH as a more accountable and data-driven advertising channel," said Kylie Green, General Manager - OMA and MOVE.
"As advertisers seek trusted environments and reliable reach, OOH continues to attract greater investment.
"The standardised measurement MOVE delivers across the channel is increasing confidence and consideration."
Discussions also focused on simplifying complex data to improve usability and drive greater business efficiencies.
"The proof that MOVE delivers has been a huge boost for our industry, and now it's about what comes next," Green said.
"We want to make the complex simple when it comes to evaluating campaigns.
"Better connecting business outcomes through data integrations, such as Marketing Mix Modelling, will further demonstrate the strength of OOH and ensure its value is clearly understood."
The future of OOH
Panellists also explored the impact of AI and how it is expected to shape campaign planning and creative development in the years ahead.
"There is no question AI will improve the efficiency of campaign planning, but creativity is what makes campaigns memorable," OMA Chief Executive Officer Elizabeth McIntyre said.
"Technologies such as AI and Programmatic OOH are increasing, not reducing, the importance of great creative work.
"Despite rapid advances in data and technology, the consensus across the week was that our industry's future success will depend on using these tools to simplify planning, demonstrate business outcomes and enable more effective creative.
"Data and creativity working together is the best path forward."
IMAA CEO Sam Buchanan reflected on a successful week of collaboration and industry learning.
"It has been a pleasure to work with the OMA to deliver Out of Home Bytes and connect with so many talented people across the industry," he said.
"It was fantastic to see everyone come together and demonstrate their commitment to continued education and professional development.
"I would like to thank all of the panellists who took part, along with the team at OMA- particularly CEO Elizabeth McIntyre and General Manager Kylie Green - for their collaboration in bringing this outstanding series to life."
