The Outdoor Media Association (OMA) has singled out hefty regulation of out of home (OOH) as a constraint to innovation in Australia's cities.
In a speech delivered to the Future Cities conference, an initiative put on by the outdoor industry body, OMA CEO Charmaine Moldrich spoke of how the change from static posters to digital screens in the outdoor sector has led to a change in rules around their use.
“As the industry transformed, regulation followed to the point where now I believe it is constraining innovation and our cities are ending up with outcomes that are regulation driven rather than being led by vision,” Moldrich says.
“I believe that technology can help tackle the challenges of rapid urbanisation of our future cities, and smart OOH will play a part in making cities more sustainable and liveable.”
Instead of governments and industry working in opposition - what Moldrich refers to as a “push/pull relationship” - the OMA leader says it is time for community, business and government to work together.
She used London as an example where OOH screens in the financial district provide stock market updates and transport updates along with advertising.
Moldrich has been calling for a relaxation of regulation around out of home advertising for some time. Last year, the Sydney of City launched a review into signage development standards in its Draft Sydney Development Control Plan (DCP), outlining changes to existing controls set out in 2012.
Submissions to the review opened last year, with Moldrich and the OMA vocal in raising several concerns. Chief among these is the imposition of a black 30% reduction in signage size when replacing or converting an electronic or digital advertising structure.
Last year, the OMA told AdNews it remains confident of finding a solution to the reduction issue. “The OMA believes that a more flexible DCP will strengthen Sydney's economy by supporting our $602 million, and growing industry,” the body said in a statement.
The Future Cities event was launched by the OMA to bring leaders from industry, government, planning and creative backgrounds together to discuss Australia's cities and the role outdoor media has in it. By involving various stakeholders, it is hoped progress can be made to tackle friction between innovation and regulation.
“Out of home advertising can be the ally of cities in addressing some of its future challenges,” Moldrich says. “Given these challenges, it is sensible for us – community, business and government – to come together to find smart solutions.”
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