The industry is embracing technology beyond just digital screens. There is a strong movement toward programmatic OOH, which allows for automated, data-driven ad placements, making campaigns more efficient and targeted. The upcoming rollout of the new MOVE audience measurement system is also a hot topic, as it’s expected to provide greater accountability and give clients more confidence in their investments.
Overall, the Australian Outdoor Advertising landscape is resilient and innovative. While economic shifts are creating a cautious market, the medium’s ability to adapt with technology and bold creative campaigns is keeping it at the forefront for brands.