by Cathy O’Connor, CEO, oOh!media

The impact Out of Home media and advertising can have on a community extends far beyond simply relaying product information – Out of Home infrastructure like bus shelters, billboards and information kiosks are increasingly being used in local government communities to inform residents about health messaging during the pandemic, emergency messaging during extreme weather events and as a convenient means of wayfinding in busy locations.

Since joining oOh!media just over a year ago, the pivotal role local governments play in advancing their communities by delivering quality services and infrastructure, and the strong partnership built with Out of Home providers to help achieve it, is clearly evident.

Councils support their constituents, and as a trusted partner, oOh! is committed to ensuring that continues. It’s why our company’s purpose is “Making Public Spaces Better” and I’ve placed a renewed focus on living our mission.

It’s central to what we believe and informs everything we do – from investing in new assets; to including communication panels, kiosks and bus shelters that benefit communities and connect with them in meaningful ways; and making sure the assets remain clean, safe and fit-for-purpose.

More than just advertising, Out of Home is a media that informs, educates and entertains millions of Australians, enhancing public spaces and delivering tangible utility to the lives of Australians each day.

Out of Home media is increasingly being used by councils to relay critical information to their communities.

As a mass reach medium, Out of Home has been effectively used to relay important health messages during the pandemic quickly and at scale. We’ve worked with the Federal and State Governments to push the vaccination message. We knew we needed to do more, so we played a direct role too and launched the ‘Getting back outdoors, it’s worth a shot’ campaign.

Developed in-house, it used real-time data and dynamic creative to deliver geo-targeted information on vaccination rates in particular suburbs across the country, as well as encouraging those that hadn’t rolled up their sleeves to do so.

The dynamic capabilities of digital Out of Home signage are also used to provide vital emergency messaging during times of natural disasters and extreme weather.

For example, the City of Adelaide utilised our digital assets within bus shelters to demonstrate the severity of severe heat conditions hitting the city, and informed those sleeping rough where to go for additional support.

Similarly, Out of Home enables cities to become smarter. For the Sydney Olympic Park Authority, manager of Australia’s largest events precinct, residents and visitors were better able to navigate the complex following oOh!’s investment in digital wayfinding and information kiosks.

Out of Home is also an effective channel to connect communities with educational and inspiring content. Working with the National Gallery of Australia, we turned bus shelters into art galleries, by presenting the nation’s largest outdoor art event “Know My Name”.

It championed some of the country’s best female artists by bringing their works to people on billboards and street furniture in suburbs across Australia, who would have usually had to visit the National Gallery to appreciate the art.

Younger, aspiring artists weren’t excluded. A grassroots community initiative also invited school kids to recreate Vincent Van Gough’s “Sunflowers’ with the finalists” works showcased across our national digital network.

Importantly, during the pandemic, oOh!’s cleaning and maintenance functions were classified as an essential service. Maintaining our infrastructure and ensuring it is kept clean and sanitised to keep the public safe was – and always will – remain a priority.

Out of Home also stimulates local economies by helping small businesses and communities to recover faster, with hyper-local advertising across street furniture and office towers as workers return to CBDs.

As life returns to something resembling normality, we proudly continue to work closely with our council and government partners to ensure we not just talk about our mission to make public spaces better, but continue to deliver on it.

This is a sponsored editorial brought to you by oOh!media, for more information go to oohmedia.com.au 

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