Media Mayhem: Elizabeth McIntyre – ‘Legislative change should involve genuine collaboration between industry and government’
These are interesting times, and the challenges faced by Australian marketing and media are frequently diabolical. There is always opportunity in a crisis, but rarely a single solution that is easy to see. Many are worried, searching for answers, and seeking guidance from our best thinkers. At Mumbrella, we want to interview industry leaders to understand their insights and learn how they handle the challenges and structure for the future. We hope this can help inspire our industry to trade through the storms and deliver the best work on the global stage.
In this week’s Media Mayhem, we sit down with the CEO of Outdoor Media Association, Elizabeth McIntyre.
How is the operating environment impacting your team, clients and partners?
A more complex operating environment is the result of increased economic pressures and is demanding that every advertising dollar works harder while clients are also expecting increasingly measurable ROI. That’s propelling the industry to innovate in attribution and analytics.
Within an economically challenging environment, OOH has seen strong growth compared to the market this year and a WARC study predicts overall OOH advertising spend will continue to grow, by 7.3% in 2025, fuelled by digital innovations making buying easier and OOH delivering strong contextual reach.
In parallel, partnerships with councils and tech providers are evolving to ensure seamless integration of digital technology in public spaces, requiring mutual investment and trust.
