oOh!media joins Boomtown in push to drive regional ad spend

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 7 November 2019
Brendon Cook

oOh!media has become the latest media company to join Boomtown, an industry-wide initiative to increase advertising spend in regional Australia.

It’s the first out of home businesses to partner with Boomtown, and joins other media companies such as Southern Cross Austereo (SCA), News Corp Australia, Prime Media and WIN Network.

“We are thrilled to have oOh!media join Boomtown’s history-making collective, encouraging marketers and agencies to rethink advertising in regional Australia,” says Brian Gallagher, chair of the Boomtown committee and SCA’s chief sales officer.

“Out of home advertising is an important medium for brand building, as it can reach large audiences in ways that no other format or technology can. We are now a stronger, broader-reaching collective.”

According to the initiative, 10% of national media budgets are spent regionally, despite 36% of the Australian population residing outside of metro markets.

Since Boomtown launched earlier this year, regional advertising has slipped, following nation-wide trends in the market. Prime Media CEO Ian Audsley noted a “subdued” market in the company’s financial year update.

oOh!media CEO Brendon Cook says there’s significant potential for regional media.

“We are excited to be partnering with Boomtown, as regional Australia is a crucial market for advertisers and a very important part of our business,” Cook says.

“We’ve invested in regional assets over many years, as we strongly believe there is still massive potential for advertisers to reach wider and more relevant audiences across Australia, and build their brands by using the latest, sophisticated data analysis techniques.”

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