oOh!'s Robbie Dery on opening a new market in Sydney

By Ruby Derrick | 25 October 2023
Robbie Dery.

oOh!'s Outfront for 2024 unveiled plans for the out-of-home company as it ventures into new territory with tender wins in Sydney that for the first time open up new territory.

oOh!media will launch more than 800 digital faces, including large and small format advertising screens across its new premium Sydney network, and for the first time in Sydney’s CBD – large format, full motion 3D Anamorphic screens.

Australia’s most affluent local government area is open to OOH advertising for the first time. Woollahra Council selected oOh! to deliver and manage a comprehensive OOH street furniture network reaching suburbs such as Double Bay, Bellevue Hill, Darling Point, Point Piper, Dover Heights, Vaucluse, Rushcutters Bay, Watsons Bay, Rose Bay, Edgecliff, Woollahra and Paddington.

Chief commercial operating officer Robbie Dery said this win will mean a lot for advertisers and brands. 

“They are all brand new assets. For oOh!, this means we can go to advertisers and provide a more holistic solution for an advertiser," he said.

The eastern suburbs of Sydney was an area that didn’t have a lot of coverage, notes Dery. It will allow the company, particularly for Woollahra, to close that gap and provide a solution that is easier for advertisers.  

For Dery, the OOH sector has seen “terrific growth” this year.  

We’re the fastest growing medium in media. It’s a buoyant market, one that advertisers and particularly clients are looking more and more to, to do a lot of the heavy lifting,” he said. 

As data continues to evolve and agencies continue to have trust and use more data to plan, Dery says, it will become more targeted around the retail environments for that path to purchase. 

“Next year, it will go from strength to strength. You’re now looking at an environment where you’ve got world-class inventory across the sector in some of the best locations reaching some of the highest demand audiences.” 

There’s other media in which their audiences are becoming fragmented, notes Dery. The one thing about OOH is that it’s not fragmented and continues to grow, he says. 

“That’s an attractive proposition for both clients and advertisers,” he said.  

Dery’s view of the general ad market is mixed. He says some media is looking at the future questioning how it will remain relevant. 

You’ve also got other media that's trying to evolve itself into a more digitised world. But certainly in OOH, we are sitting there looking at it and being really excited. Digitisation is a real strength, not a threat – which it is to other media.” 

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