The Outdoor Media Association (OMA) has welcomed three new members – Just Look Media, Locus Outdoor, and TechMedia – reflecting the ongoing evolution of the Out of Home (OOH) industry. The expansion comes at a time of transformation, with the launch of the new audience measurement system, MOVE, and a focus on diversifying revenue streams.
OMA CEO Elizabeth McIntyre highlighted the significance of these new additions. “We are thrilled to welcome media owners Just Look Media, Locus Outdoor, and media supplier TechMedia. Their expertise will help drive the future of Out of Home, strengthening our industry’s ability to collaborate, grow, and diversify.”
OMA CEO Elizabeth McIntyre
Navigating a shifting OOH landscape
The OOH sector has experienced steady membership growth, with a 20% increase over the past two years. However, the industry is also adjusting to a flatter revenue outlook in 2024. Recent reports suggest that while Out of Home advertising remains a resilient medium, media owners are looking at new assets and partnerships to sustain growth. OOH businesses are investing in digital expansion, improved audience measurement, and integrating data-driven solutions to enhance their value proposition.
Alex Bolton, commercial director at Just Look Media, sees OMA membership as a way to foster greater industry collaboration. “Joining the OMA is an exciting step for us as we continue to expand and contribute to finding new and innovative ways for media agencies and commercial property owners to connect.”
Locus Outdoor’s operations director and co-founder, Lara Sands, echoed this sentiment, emphasising how membership will support their next phase of expansion. “Joining the OMA is a key milestone for Locus, which now helps position us for our next stage of growth within the industry and is testament to our ongoing success as Australia’s Government Only OOH supplier.”
A focus on digital and audience engagement
TechMedia’s general manager, Dan Carrapetta, pointed to the increasing role of digital and data-driven advertising in the OOH space. “At TechMedia, we’re proud to be part of the OMA community. From stadiums and events to retail and office networks, airports, and transport hubs, we help businesses across Australia connect with their audiences through smarter digital signage, ad management, and audience measurement solutions.”
With OOH operators focusing on emerging technologies and new revenue streams, the industry is positioning itself for long-term resilience. As OMA expands its membership and new audience measurement tools like MOVE roll out, the sector is adapting to a changing advertising landscape while maintaining its role as a key channel for brand engagement.