Ooh Media unites industry to explore summer consumer insights
Ooh Media brought together agencies and brands to explore summer consumer behaviour and highlight opportunities for brands to connect with audiences during the season.
The announcement:
oOh!media has officially launched summer, bringing together agencies and brands from across the country to explore how Australians move, spend, and think differently during the warmer months.
The travel-focused event featured a panel of industry leaders including Penny Glasson, CMO of Bundaberg Brewed Drinks; Jodie Teaken, global head of airline marketing at Qantas; and Dan Edgtton, director of data solutions at Westpac Data X. They explored how Australians move, spend, and make choices over summer, and shared practical insights on how brands can engage audiences during this period.
Glasson highlighted the power of consistent, strategic OOH investment: “As a brand we mostly advertise over summer, it’s a big recruitment strategy for us. Last summer, we increased brand penetration 7% YoY during this period which reinforces the importance of staying active with consumers. Part of Bundaberg Brewed Drinks’ success is that while we’re consistent, we like to tweak what we do each year. For us, it’s evolution, not revolution.
“Using two major platforms, Out of Home and cricket, is testament to how much we back the channels. We are also looking to allocate more focus to reaching regional consumers given the changing patterns of behaviour during this period.”
Edgtton reinforced the scale of the opportunity: “Based on our data, we see a 3% uplift in Victoria, attributed to summer movement and visitation, that’s the biggest of all the states. Three per cent doesn’t sound like a lot, but when you contextualise it, it’s over $350 million more than any other state across that period. So, people are shifting their behaviours and how they’re choosing to spend their money.”
Teaken added a simple but crucial truth: “The best thing you can do is be where your audience is, let audiences tell you where they’re going to be.”
The panel’s insights were backed by fresh data, showing the scale of movement and opportunity for brands over summer.
Over 3.3 million Australians hit the road for regional getaways, fuelling an $8 billion day-trip economy, according to Tourism Research Australia. Westpac Data X revealed this movement drives 3.7 million extra petrol station visits compared to winter, alongside a $76 million surge in coastal spending, with many towns seeing double and even triple-digit growth. For brands, it’s a valuable opportunity to engage audiences who are relaxed, receptive and ready to spend.
The two-day immersive getaway, held at the new Mondrian Hotel on the Gold Coast, saw senior agency and client attendees experience the ‘Great Australian site tour’ from Brisbane to the Gold Coast, including a pit stop at the iconic Yatala Pie Shop. After a night of partying by the five-star Mondrian pool, guests went on a site tour and shopping spree at Pacific Fair, one of oOh!’s busiest and most premium retail centres.
Unlike channels that scale back during the holidays, oOh! surrounds Australians across airports, highways, regional hubs, beaches, retail precincts, and stadiums, delivering impact at every major summer moment. With a network that reaches 99% of metro Australians, 85% of regional travellers, and extends across all major summer destinations, oOh! ensures brands remain visible, relevant, and top of mind.
Source: Tag PR
