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OMA appoints Red Ant Design to create automated out of home platform

The Outdoor Media Association has appointed Red Ant Design to create Australia’s first ‘automated proposal platform’ (APP).

Red Ant Design’s new platform, which will be built in Sydney, will allow media agencies to request proposals from OMA members and combine those proposals into a campaign.

Moldrich says the new platform will help agencies and clients “utilise the benefits” of out of home

Agencies will also be able to confirm booking and receive billing files within the software, and have access to MOVE audience reports.

It aims to make transactions in out of home ‘as seamless as possible’.

Two years ago, the OMA said it would build a “one stop hub” for buying and selling out of home advertising across all formats, nationally.

At the time of the OMA’s tender launch, CEO Charmaine Moldrich said the Automated Transaction Platform would “harmonise” the industry, pointing out it was supported by all major outdoor companies as well as the advertisers industry bodies – the AANA and the Media Federation of Australia.

The product aimed to automate processes in one place for media buyers, to encourage them to spend more on the medium.

Moldrich said at the time it would also provide an overlay tool for buyers to work out best positions for their formats across geo-data infused locations, which would give buyers the ability to target specific demographics. But the platform did not go ahead.

Two years on, the outdoor media industry has seen even more significant changes with digital investment representing 46% of all out of home net revenue. Meanwhile, Ooh Media is in the process of creating its own “trading and data platform.” 

The OMA represents the majority of the outdoor industry with members including APN Outdoor, Adshel, JC Decaux, Ooh Media, Goa and Torch Media.

Ben Still, CEO of Red Ant said the company was proud to build to APP. The first stage will be launched early next year.

“The platform will revolutionise how agencies design and execute OOH media campaigns,” Still said.

“It will be a highly innovative experience for advertising agencies in terms of ease of use, campaign integration and insights.

“It also allows the OMA to continue the journey of innovation in OOH, creating a unique platform that delivers remarkable experiences to audiences everywhere. We’re really proud to be involved,” he added.

Charmaine Moldrich, CEO of the OMA said she hopes the new platform will help agencies and clients “utilise the benefits” of out of home.

“The APP will allow the transaction of briefing, proposal evaluation, booking and billing OOH as seamless as possible. Creating real-time savings for planners and buyers of our channel, by having fast access to a platform that that allows them to visualise information about their campaign and audiences,” Moldrich said.

Victor Corones, managing director of Magna and chair of the MFA Systems committee said the new platform was a “critical future facing step” for the sector.

“This initiative forms part of a vital foundation that ultimately leads to further streamlining and automation of the OOH workflow. It will ensure increased standardisation across the OOH eco-system can be delivered which in turn will allow for the unlocking data in the mid to longer term,” Corones said.

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