oOh!media has brought together senior marketing leaders from some of the most recognisable brands to showcase the the more than one-third of consumers living in regional Australia.
Almost 10 million Australians live in regional areas such as Townsville, Cairns, Sunshine Coast, Toowoomba, Gold Coast, Newcastle, Wollongong, Wodonga, Geelong, Ballarat, Bendigo, Canberra, Darwin and Hobart.
Regional Australia is becoming a key focus for advertisers wanting to reach consumers with high disposable household incomes.
Data from Analytic Partners reveals advertising campaigns that include regional OOH deliver a 10% greater ROI than metro-only campaigns.
oOh!’s inaugural ‘Beyond the City’ retreat in Daylesford saw 25 marketers, representing a mix of industries, take part in a curated experience that blended thought leadership, strategic insights and connection.
Attendees heard from Robbie Brammall, who discussed the theory of asymmetric upside at Tasmania’s MONA, where he was director of marketing and communications for more than eight years.
Thinque innovation strategist Anders Sörman-Nilsson, Mountain Culture Beer CMO Bradley Firth and Specsavers director of marketing planning ANZ Shaun Briggs also spoke at the event.
oOh! chief product and marketing officer Bel Harper said regional Australia is a “vital contributor” to the national economy.
“With the upcoming currency switch-over to MOVE2, which will include regional audience measurement for the first time, advertisers will have a more accurate and powerful view of the true scale and value these communities represent,” she said.
“It was incredible to host such an esteemed group of senior marketers who were able to connect with like-minded peers across a broad spectrum of industries. Creating the space for this fantastic group to be inspired and discuss challenges, along with learning about the incremental opportunity regional markets present was unique, and very special to be a part of.”
Warner Bros. Discovery senior director of marketing – streaming, studios & networks, ANZ, Sasha Mackie said the event was both informative and thought-provoking.
“It’s not often we get the chance to step back, connect with fellow marketers, and truly reflect,” she said.
“From oOh! sharing invaluable insights into regional markets to hearing futurist Anders Sörman-Nilsson speak on the impact of AI on the consumer, I left feeling inspired and extremely grateful for the experience.”
Rowena Kanna, director of marketing and brand at Gumtree, said the time away was valuable.
“A chance to connect with industry peers, gain new perspectives on the potential of regional audiences through Out of Home, and spark fresh thinking in a truly inspiring setting,” she said.
“I’m heading back energised, with new ideas and meaningful connections.”
In April, oOh! extended its regional OOH network adding nine large format billboards across key Victorian regional locations including Geelong, Ballarat and Bendigo.
The agency has more than 5,000 digital and classic assets across Billboards, Airports, Retail, Street Furniture, Offices and Universities.
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