John O'Neill.
The AdNews end of year Perspectives, looking back at 2024 and forward to next year.
John O’Neill, CEO, QMS
As I look back on 2024, it's clear that the Australian media and marketing landscape has continued to evolve at a rapid pace. From my vantage point, the key factor driving this change has been the shifting demands and priorities of our clients. More than ever, we're seeing clients place a greater emphasis on strategic thinking and accountability when it comes to their advertising investments.
This year in particular has seen the out of home (OOH) sector move paces ahead in its capability to provide the flexibility, accountability and results buyers demand in a tough market. Today's savvy marketers are looking for partners who can provide tailored, data-driven solutions that deliver measurable results. Heading into 2025, we’re really going to see digital out of home’s (DOOH) capability to deliver on that promise explode.
Strategic thinking has become the cornerstone of every client conversation we have. Environmental, social and governance (ESG) considerations have also risen to the forefront. Clients are increasingly conscious of their carbon footprint and are seeking out media channels that can demonstrate a robust sustainability framework to help businesses transition to a sustainable future, making our industry more united and effective in addressing the climate crisis.
This has led to some in-depth discussions around emissions, carbon offsets, and upcoming climate-related disclosure reporting.
The media industry has responded by working collaboratively with AdNetZero’s Australian chapter to establish a five-point Action Plan to actively cut carbon emissions.
This won’t be news to most reading this, but the Australian industry has lagged slightly behind the northern hemisphere in its expectations here, and that’s going to be out the window next year. These capabilities are now considered table stakes.
Market conditions next year will continue to be challenging, particularly with the lingering effects of the US election impacting the immediacy of rate cuts. However, I'm confident that the OOH industry is well-positioned to weather these storms. The cost-effectiveness and flexibility of our medium – driven by key factors such as technology innovation, ever-deeper data and insights, measurement and accountability and premium new digital assets – will be increasingly attractive to clients looking to protect their brand position and drive sales in a more volatile economic environment.
In response to these evolving client needs, the OOH industry has come together in a remarkable display of unity and collaboration this year. Led by the OMA and the Outdoor Futures Council, we've listened and worked tirelessly to develop solutions that address the key pain points our clients are facing.
At the forefront of this effort has been the development of MOVE 2.0, the much-anticipated evolution of our audience measurement system. By involving key stakeholders from across the advertising ecosystem – from agencies to independent media associations – we've been able to create a currency that not only provides unparalleled granularity and accuracy, but also commands the confidence and buy-in of the entire industry.
The rollout of MOVE 2.0 has been a carefully orchestrated process, with the industry taking the time to ensure its accuracy while also educating agencies and clients on its capability. This collaborative approach has been crucial in legitimising the OOH medium and demonstrating its value as a strategic advertising channel.
With MOVE 2.0’s focus on ensuring data and accountability are available for clients, combined with the flexibility and dynamism of digital OOH platforms, OOH has never been in a better position to become a critical component of the modern marketing mix.
As one of the leading players in the Australian OOH landscape, QMS has been at the forefront of this industry transformation. Over the past year, we've made significant investments in bolstering our strategic capabilities, ensuring that we can deliver the solutions our clients demand. A key milestone for us in 2024 was the successful bid for the Transport for NSW tender which we will be selling from 1 January, 2025. This has not only expanded our asset footprint in Sydney – where we already had key assets such as the City of Sydney network – but has also given us the opportunity to engage in deeper, more strategic conversations with clients about how to leverage these premium high-impact environments. Conducting the world’s first ever attention study for OOH underpins our commitment to DOOH leadership and marks just the start of this journey as we continue to unpack the power and efficacy of our assets for our clients.
With our own enhanced data and measurement capabilities, coupled with the flexibility of our digital-led platforms, we've been able to offer clients a level of precision and creativity that was simply not possible in the past. Whether it's targeted retail activations, dynamic brand messaging, or immersive 3DOOH and full motion experiences, we're making it easier and faster for our clients to connect with and influence their audiences in truly innovative ways.
Looking ahead to 2025, I'm incredibly bullish on the future of the OOH industry. The work we've done as a collective to legitimise our medium, coupled with the continued evolution of our technology and data capabilities, has positioned us as an essential partner for brands looking to cut through the clutter and drive real business results. At QMS, we're doubling down on our commitment to strategic thinking, creative excellence and audience based solutions in Australia’s must have locations. With our expanded asset base and the confidence of our clients, I have no doubt that we'll continue to see strong growth in the year ahead. The future is bright, and I can't wait to see what we'll achieve together in 2025.
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