The Outdoor Media Association (OMA) is a not-for-profit on a mission to grow Australia’s industry to 1.5 billion by December 2025. They are also known for measuring outdoor effectiveness and reach. Nearly 100% of the outdoor industry in Australia is already a member of OMA.
Elizabeth McIntyre, OMA CEO says this is what makes them different compared to other regions around the world.
The organization exists to positively influence and secure the future of Australia as a sustainable community by connecting government, business, and people.
But what is the value to non-Australians? Who should join OMA? In this article, you will learn why you should join OMA, who its members are, and how you can join.
1. Using OOH for Good and Self-Regulating
Different regulatory bodies and states put out guidelines around how advertising rules will change in the near future. What OMA does, is self-impose restrictions on its advertisers through guidelines that get ahead of the changing laws. For example, there are new rules restricting the advertising of high-fat and salty food near schools, and advertising for vapes or illegal substances is not allowed.
They also run national industry campaigns that show their dedication to morally correct advertising, including healthy eating campaigns, Anzac Day, and Remembrance Day.
Members gain access to all of OMA’s guidelines and can check copy to ensure it complies to governmental restrictions as well as self-regulated restrictions. OMA members can submit their creatives and get them approved through the organization.
“Particularly as we see it, self-regulation puts us in a good position when we are talking to government about how we take our responsibility,” McIntyre said. “Because we self-regulate we have a lot better credibility than other media that don’t.”
2. A United Voice for OOH Advocacy
McIntyre says the group provides a strong united voice for OOH Advocacy, with nearly 100% of the Australian Outdoor Industry as members. Having nearly everyone in the entire industry on the continent as a member makes the organization that much stronger when it goes to industry leaders and government.
3. Representation of your Company and Values
Being a member of OMA provides organizations with representation. Members have representation in the OMA annual report, on the website, in training materials through the creative collection sponsorships and on OMA social platforms. Members also have the potential for board representation and the opportunity to be involved in OMA’s measurement system – MOVE 2- which is coming out in June. Membership with OMA allows advertisers to have representation within a challenging regulatory environment facing potential ad bans for alcohol and high-fat and salty foods.
4. MOVE Measurement Tools
OMA has been working on a second iteration of its MOVE measurement tool. McIntyre says it is going to be the most sophisticated tool in the world.
MOVE 2.0 will allow for greater granularity and insights into audience measurement.
“Measurement is key to growing and all of our members will benefit,” McIntyre said. “Outdoor is usually not as measurable as other mediums and this will lead to further growth for the industry.”
5. Networking Events
OMA has several networking and educational events for its members including two annual conferences with one being dedicated to digital. They also hold monthly educational webinars and an OMA awards night. OMA provides its members with access to marketing resources, insights, research and training, invitations to thought leadership events and industry networking functions.
Who is Part of OMA and How to Join
Though McIntyre says that OMA is not for profit – she says the organization is not for loss either. In 2023, Australia’s OOH advertising grew by 13%. Though they are an Australian organization they have a fair number of international members, such as Hivestack. Many global organizations have a presence with OMA.
Their members are comprised of media owners, suppliers, and asset owners. To become a member you have to not only qualify as a media owner, supplier, or asset owner, but you also have to be proposed and seconded by a current member.
OMA can be selective. Because of their focus on compliance with regulations and showing that OOH does have a conscience, they will not accept members who have a history of not complying with regulations.
“We don’t take everyone that goes to the board and they have to be approved,” McIntyre said.
You can apply for OMA membership here.
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