Hivestack, Scentre Group, Tonic Media Network join OMA

The Outdoor Media Association (OMA) has announced in a media release issued today that leading pDOOH ad-tech company Hivestack; the Scentre Group, a shopping centre company with retail destinations operating under the Westfield brand in Australia and New Zealand; and Tonic Media Network, Australia’s largest health & wellbeing media network, joined as members of the industry body. The Scentre Group and Tonic Media Network have also become members of MOVE (Measurement of Outdoor Visibility and Exposure), the Australian OOH industry’s audience measurement system.

The OMA released quoted Hivestack Managing Director ANZ and SEA, Matt Bushby as saying: “We are thrilled to be joining the OMA at such an exciting and important time for the out of home industry.

“The solutions the OMA is building in areas like digital audience measurement and standardisation will provide the transparency and accuracy needed to take our industry to the next stage. There is a big opportunity for marketers to harness the power of contextual targeting in programmatic DOOH and deliver even more effective campaigns. Innovations like MOVE 2.0 will go a long way in enabling that.”

The Scentre Group’s in-house marketing solutions company Brandspace’s General Manager, Scott Moore said: “We are excited to start 2022 as a member of the Outdoor Media Association and begin to offer brands and agencies an alternative way to quantify our audience through MOVE 1.5.

“Our membership signifies our support for the industry’s commitment to make it easier to plan and buy out-of-home media, through innovations in audience measurement and standardisation.

“The enhancements to MOVE in measuring audiences in retail environments and on digital out-of-home assets will better enable us to help brands, retail partners, marketers and their agencies unlock the power of marketing within the Westfield environment”.

In a similar vein, Tonic Media Network CEO and Managing Director Richard Silverton said: “We’ve been watching the development of the MOVE 2.0 build and we’re really excited about all that the platform will offer.

“It is critical that our customers are confident that they are reaching the right people with the right message at the right time. It’s the perfect time to join, to be part of shaping this world-first audience measurement system for OOH in Australia,” he added.

OMA CEO Charmaine Moldrich said: “The renaissance of Outdoor is showing no signs of waning, and this is further reinvigorating membership to the industry body. We are pleased to say that we now represent close to 100 per cent of the Out of Home industry in Australia.”