Regional OOH specialist TOM adds $4m in assets

Out-Of-Home (OOH) provider Total Outdoor Media (TOM) has added $4 million worth of new regional inventory, as it looks to strengthen its position in the regional OOH market.

Adding to its 50+ portfolio of large format advertising sites, the new portfolio includes 5 digital screens and 13 classic supersite displays, as TOM looks to capitalise on the continued regional economic boom, as more Australians travel domestically, and relocate regionally.

Managing director and co-founder Ged Hart said: “Over 25% of Victoria’s population lives regionally, and according to the ABS, 93% of these people drive to work as their primary mode of transport […], in addition to the large numbers of Victorians who are travelling through regional landscapes, creating more demand for regional OOH advertising.”

Image supplied by TOM

TOM’s investment comes after the Outdoor Media Association (OMA) reported the OOH industry taking a 24% dip in revenue in Q1 compared to Q1 in 2020, though numbers reported from March saw an 18% increase from February.

However, these numbers reported only accounted for members of the OMA, not the entire industry, with TOM, AdFlow, AOSCo and Think Outdoor only joining in February.

According to the company, TOM recorded a 187% increase in bookings from Q2 to Q3 last year across its $17 million inventor, and the recent acquisitions are set to capitalise on a “relatively unsaturated and highly engaged regional market” according to Hart. “We are already seeing this in strategic locations like Geelong where our books are up by over 100% on last year.”

80% of  TOM’s inventory is located in major regional centres, regional gateway locations and in between.


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