Take it outside: OMA tells advertisers to follow the sun this summer

Rachael Micallef
By Rachael Micallef | 29 September 2014

With Aussies flocking outside over the next few months to take advantage of the superior weather, what does it mean for brands? The Outdoor Media Association is urging advertisers to go where their audience goes, and head outdoors over the warmer months.

The association wants to counter the decline in ad spend over the summer months that has emerged in recent years.

The OMA claims that 54% of people believe they are “more aware” of outdoor advertising over summer, particularly those who have kids or are between the ages of 18-24, according to an Omnibus survey of 1,500 people conducted by OMA earlier this month.

In addition, 33% of people say they watch less TV over summer and 21% say they spend less time online.

While the research makes a case for outdoor advertising, it certainly doesn't deny the primacy of mobile. From the research, 56% of respondants said that they spend the same amount of time online while out of home on a tablet or phone. Almost a third (63%) also said they spend the same amount of time on social media, irrespective of what season it is.

It follows a recent IAB report which said that digital advertising accounted for 34% of all advertising in the 2014 financial year, with mobile advertising outperforming both the magazine and outdoor advertising segments in terms of ad spend.

But OMA chief executive Charmaine Moldrich said the data suggesting outdoor advertising is more effective in summer is just “commonsense." She added that the places that people typically spend their leisure time at over the holidays are prime locations for outdoor advertising.

“We have seen advertising spend decrease at this time for over 10 years, it’s as if advertisers are sending their brands on holidays when it is actually the best time to be outside broadcasting to a cashed up and relaxed population with time on their hands to shop,” Moldrich.

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