5 Reasons Why You Should Join OOHMAA
OOH Membership Series
The Out of Home Media Association Aotearoa’s (OOHMAA) mission is to maximize sector potential by creating an inclusive OOH industry with one united voice in New Zealand. The not-for-profit organization aims to achieve this through leadership, innovation, and education of all stakeholders.
Here are 5 reasons why you should consider an OOHMAA membership (or at least pay closer attention to what they are up to):
1. Custom OOH Industry Research and Education
OOHMAA’s custom industry research advances the channel by providing members access to local and international industry reports.
Beyond simply providing benefits for members, the organization provides benefits for even those who are not part of OOHMAA. They create one piece of industry research annually and allow public access to that research.
“It’s all for the industry’s greater good to share this information,” Natasha O’Connor, CEO of OOHMAA, said.
Additionally, non-OOHMAA members are invited to any training sessions they hold for advertising agencies.
“The approach OOHMAA takes with non-OOHMAA members is we show the value of belonging to an industry body by inviting them to participate,” O’Connor said. “They see the value first-hand versus writing a presentation about why they should join.”
This approach has achieved excellent results, with OOHMAA members accounting for 90% of all OOH revenue in New Zealand vs 76% in 2022.
2. OOHMAA Members Gain Representation in Industry Development
OOHMA provides representation on members’ behalf with industry bodies such as the Advertising Standards Authority, IAB, Advertising New Zealand Association (ANZA), and The Communication Commercial Council. Members also benefit from OOHMAA’s lobbying and advocacy on regulatory issues. They also gain a voice in the development of industry policies and guidelines.
3. Access to the OOH Industry’s Audience Measurement System
The Audience Measurement System represents 80% of all out-of-home revenue in New Zealand. Members also have the opportunity to take part and have a voice in the continued development of that system.
4. Show Support for the OOH Industry
Affiliate members can show their support for their clients who are full OOHMAA members. This category of membership includes environmental lawyers, printers, town planners, and more.
5. Out-of-Home is Growing in New Zealand
OOH revenue growth was over 9% for OOHMAA members YOY. Though OOHMAA is a non-revenue driving association and cannot directly link the industry’s growth to any initiatives they have in the market, the medium is performing well there. O’Connor says there are many contributing factors to New Zealand’s OOH success in 2023. She says that the driving force behind out-of-home performance results should be attributed to the ongoing work by OOHMAA members.
“Their collective efforts to unite and build a strong industry that is focused on delivering a world-class portfolio, deeper audience insights, and data, developing standards, investing in education, research, and the continued investment in the development of technology and innovation within the channel is why out of home is performing so well,” O’Connor said. “With marketers realizing that an overemphasis on performance marketing can be short-sighted, we’re starting to see a more balanced approach being adopted that includes more brand marketing, which places nicely to one of out-of-home’s strengths: building brands.”
But, is there any value to having an OOHMAA membership if you are outside of New Zealand? OOHMAA has two types of membership: Affiliate and Display. Display members are media owners. Affiliate or associate members are those who are linked to the industry but do not own inventory.
According to O’Connor, an international associate membership would only be beneficial if the company worked with OOHMAA members but didn’t have a New Zealand-based representative. A situation she says is highly unlikely.
To become an OOHMAA Display member, most of your company’s revenue must come through OOH advertising. All of your infrastructure must be compliant with the relevant council consent process. No member can have a business criminal record. The rules for affiliate members are less stringent. To apply for OOHMAA membership, go here.
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