What Makes Good Out of Home (OOH)?

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Out of Home (OOH) provides the ultimate creative stage. It’s big, bold and everyone will see it. Technological advancements give creatives license to think outside the box, even using individual OOH sites as their inspiration.


OPEN2OPEN is more than a series of books of picture books. It is an anthology of Outdoor creative, a snapshot in time and a source of inspiration.

Continuing the conversation that OPEN started in 2012, OPEN2 presents the endless creative opportunities we know Outdoor offers while providing the reader with creative and strategic insights from some of the leaders in the industry. It illustrates how OOH is part of our cityscape, our commute, our weekend and our shopping and holiday experiences. How OOH cannot be switched off, ignored or fast forwarded. How OOH is 'the original tweet', an undisrupted media channel and the ultimate creative stage. Big, bold, cheeky, simple, clever and controversial, OOH allows brands to be unique, contextually relevant and targeted while reaching mass audiences.

Click for a digital download of OPEN and OPEN2.




Creative Guidelines

Great outdoor ads get attention, and memorable advertising is essential for the long term success of any brand. 

We've developed some printable "cheat sheets" to guide you through the creative stage of any campaign. Click to download.


 OMA Creative Guidelines     Colour Contrast     Font Tips     Distance vs Comprehension     How to use colour    

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Aesthetically Appropriate

Aesthetics Great OOH can transcend its job of selling and become a much-loved part of a city’s character. OOH is big and bold, but its success relies on its ability to add rather than subtract from its surroundings.

Nothing beats OOH in reaching your primary and secondary audiences. OOH has the ability to broadcast and capture a broad audience but it also has the ability to connect with a local audience because it is so location based. OOH is a universal language. The simple impact of outdoor talks to all languages, and is a cost-effective way to include English-as-a-second-language to audiences.

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Production Print technology and special builds have transformed the OOH industry, bringing OOH to life. OOH is the ultimate creative stage, where fantastic production of materials for OOH and special builds can produce the illusion of “real-life”.

Alongside the increase in digital formats, the excellence in the production of static OOH is imperative for effective and engaging campaigns.

Contact an OMA Member for more information on specific format production.

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Technology & Innovation

Tech & Inno Technology advancements offer OOH greater scope for interacting with consumers and therefore better outcomes for advertisers.

Many innovations are taking place within OOH. It’s an exciting time to be part of the industry as the number of mobile device users increases, and advertisers have a greater opportunity to reach consumers on the go, who are out and about. The opportunity to engage and transact with the consumer increased greatly in 2016 thanks to developments in OOH technology in more locations around Australia.

The types of innovations that have emerged over the years include:

  • Live feeds
  • Near Field Communications (NFC)/QR codes
  • Beacon technology
  • Mobile and social media integration
  • Day-parting technology
  • Recognition technology
  • Touch-screen
  • Payments (including donations and e-commerce)
  • 3D/special effects


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