Pending Approval Podcast - Elizabeth McIntyre
OMA CEO, Elizabeth McIntyre featured on this week’s episode of the Pending Approval podcast that explores advertising from the inside out. Hosted by Glenda Wynyard and Jack Geraghty from Media Precinct agency.
This episode discusses all things Out of Home (OOH), MOVE and how brands can come to life through the OOH channel. OOH is well known as a brand-building and awareness tool, but it also has a place further down the marketing funnel as it can drive sales. Outdoor advertising is a key feature of the urban environment, whether it is painting the town for World Pride or Flight Centre’s 3D giraffe reaching out of a building, OOH gets noticed as people are two times more alert when outside of the home. 1
“OOH is the glue that holds all the other media channels together. We see OOH as the foundation for brand building and uplift but also driving sales to those channels that can give immediate interaction with customers,” said Elizabeth McIntyre.
Elizabeth delves into OOH’s contributions to the community and the outdoor environment. The Outdoor industry provides street furniture and public facilities that positively impact the daily lives of the community. The OMA also provides strong regulation for the Outdoor industry, that ensures Outdoor advertising is respectful to its surroundings. Last year, OMA members donated $126 Million in OOH ad space to charities and community groups.2
“As an industry, because we are always on, 24/7 and we reach 82% of the population daily3, we take the responsibility to establish and uphold our standards,” Elizabeth said.
Weighing in on the digital vs. classic debate, Elizabeth discussed the benefits of each format and where they perform best. Digital signs have more impact than classic, but classic signs provide greater reach and ownership of place.
“If you really want to create a presence for your brand, there is no substitute for a classic sign” she said.
Listen to the full episode here to learn more about the Outdoor industry.
1. OMA Primal Advantage study
2. OMA 2022 Annual Report
3. P +14, MOVE 2.0 mobility survey
