Fast-growing Regional Victoria-based Out of Home (OOH) advertiser Gawk Outdoor has become the 50th member of the Outdoor Media Association (OMA), which now represents close to 100 per cent of the OOH industry in Australia.
Gawk was founded in 2018 by brothers Luke and James Course, and in 2022 was named by the Australian Financial Review as one of the 100 fastest-growing businesses in Australia.
Gawk has over 90 billboard locations throughout regional Victoria, including 10 digital signs which account for more than 50 per cent of the total digital roadside Out of Home (OOH) sites in regional Victoria (excluding Geelong).
Gawk director and co-founder Luke Course (pictured right) said: "We are excited to join the peak industry body at this exciting time of growth for Out of Home.
"Of particular interest to our business is the evolution of MOVE to include regional areas as part of development of MOVE 2.0, as well as the ability to measure audiences 365 days a year with seasonal changes. We look forward to collaborating with other members to grow the channel."
MOVE 2.0 is an upgrade of the MOVE 1.5 audience measurement system for OOH media that will provide ‘more granular data’ on audiences nationwide, the OMA said. The new system is a world first and will measure digital audiences, as well as all OOH formats nationwide. MOVE 2.0 will be launched in 2024, following an investment of $15 million by the Outdoor industry.
OMA CEO Charmaine Moldrich: "We are delighted to welcome Gawk, our newest regional member, as our 50th member. As a small industry body, this is a milestone for us and proves that improving our audience measurement to include regional audiences in MOVE 2.0 is of great benefit to the wider Out of Home community.
"Our members benefit from research and insights, collaborative industry campaigns, advocacy and representation to government, and we continuously work to improve what we offer with innovation and technology at the heart of everything we do."
