OA Collective, the consortium of independent out-of-home media owners, has launched a new brand platform, Better Together, positioning Australia's independent OOH sector as a coordinated alternative to single-supplier campaigns.
The platform is designed to shift how outdoor budgets are structured, arguing that combining complementary independent environments, formats and audiences produces better outcomes than any single partner or format alone.
The launch comes as the Australian OOH market navigates consolidation at the top, growing buyer sophistication and increasing demand for audience-led planning.
Grant Kirkby, managing partner of OA Collective, said the independent outdoor sector complemented rather than competed with the majors.
"When you bring the Aussie independent outdoor sector into your planning, it comes with flexibility, agility, and the kind of creative thinking that makes outdoor work harder," he said.
“Better Together isn't just about what we offer as a collective to our asset owners; it's about what the whole outdoor ecosystem can achieve when independents, majors, and buyers work in partnership.”
OA Collective's network spans large format roadside, residential towers, co-working spaces and custom high-impact environments across Australia and New Zealand, supported by audience targeting and programmatic technology through a partnership with Lumos.
The network includes 203 or more premium roadside and regional sites, 422 residential tower screens, 74 co-working locations and 301 sites across New Zealand.
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