James Taylor.
oOh!media's new CEO James Taylor made his first major client-facing appearance at Unmissable 2026 in Sydney, the final stop on a national roadshow that drew more than 700 agency and brand partners across five events.
He said the company is investing in the tools needed by its sales teams to make dealing with oOh! easier.
“I’m grateful to the many of you who have participated in surveys and direct conversations with us so that we can understand how we can be a better partner," he said.
"What we’ve heard from you is clear - you want deeper data and insights to support your choices. As an example of progress we are integrating AI agents into our sales workflows to make this happen.
“You’ve also told us you want us to respond faster. That is a completely reasonable expectation. Pace to market, hustle and the ability to pre-empt the needs of clients is something all media’s companies must improve. oOh! is no different in that regard.
"I have committed to our owners and customers alike that that will be a key focus of mine and the oOh! leadership team. Simplifying and increasing the pace of the business extends beyond sales tools, deeper in the operating model of the business.
"This is new work, never before undertaken by oOh!, and it will tighten our operations, reduce our cost base and make us more responsive.”
Taylor reflected on the out-of-home sector's growth, noting revenue rose 11.4% to $1.4 billion in 2025, with a 16.5% market share.
The outdoor media specialist lifted revenue 8.8% to $691.36 million for the year to December, despite a tougher advertising market in the second half of the year.
"Ten to fifteen years ago, out of home sat at the bottom of the media plan. Now it's the fastest growing physical media channel," Taylor said.
"Because of this we are seeing real momentum from our strategic client partners, with many already committed to annual spends.
“These are partners who are data-led, confident in the power of out-of-home, and eager to secure the best assets and creative services."
Taylor flagged plans for 15 new digital billboards along key Sydney routes including the M1, M4 and Hume Highway, due late this year and early 2027, alongside 24 digital panels already live on the Northern Beaches and upgrades at Newcastle Airport.
On the launch of the MOVE audience measurement system, Taylor said it would be the most sophisticated out-of-home measurement system in the world, bringing greater granularity and comparability with other media channels and covering all seven of oOh!'s formats for the first time.
Mel Duffy, head of product and POLY strategy, said the new MOVE methodology represented a step change for retail, with more than 1,200 retail locations now analysed incorporating centre size, footfall and panel positioning, compared to nine centres under the previous system.
"Medium and large retail centres perform exceptionally well — delivering strong reach outcomes and sustained exposure in high-traffic, high engagement destinations," Duffy said.
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