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Intelligence Briefs

Global brand giants hold strong on advertising

Industry Contributor

David Scribner, Chief Customer Officer

8 December 2019 2min read

While the Australian market might have experienced a slow Q3, which was reflected in ad spend for the period, the largest global brands continued to invest in advertising to strengthen their position and look to the long term. As noted in OOH today, they’re spending billions of dollars each year on advertising formats including Out of Home, and by doing so, are capturing the attention of consumers and driving spending.

The key points:

  • Nearly 75% of US Out of Home advertisers increased their spend, compared with last year
  • Big spenders included Apple, Amazon, McDonalds, Netflix and Google
  • Locally, the largest spenders in advertising include Wesfarmers, McDonalds, Flight Centre, Foxtel and Toyota, with budget split across traditional media and digital

My Takeout

We need to advertise advertising. The proof is there – some of the largest brands in the world are spending big in order to scale and maintain market leadership, so we need to support the Australian industry to help brands achieve these goals locally, while supporting our economy.

oOh! is proud to have joined the Advertise or Die industry initiative, created to fuel the economy (a positive side effect of brand growth in our region) and demonstrate the power of advertising. We’re excited to work alongside Nine, Seven, News and other media owners in showcasing the power and impact advertising has both locally and internationally.

If you haven’t seen the ads that support this campaign yet, keep an eye out – conceptualised by Saatchi and Saatchi – they’re a cracker! You can also visit

Out of Home supports other advertising formats in creating ‘bang for buck’.  As Stephen Freitas, OAAA’s chief marketing officer stated; “Out of Home’s ability to reach mass audiences makes it a critical part to media plans, amplifying other ad investments for a more immersive consumer experience."

And we’ve seen the results locally reflected in the recent research by Analytic Partners on ROI with the combination of TV, Digital and Out of Home driving a 27 per cent incremental increase on top of the ROI delivered by each of the mediums separately.

The Spotify brand takes a broad approach to its advertising by using traditional and performance marketing in their campaigns, along with clever use of data to captivate consumers. Their Wrapped campaign dropped late last week, offering users insights into their most played songs of 2019 and the last decade.

Large international advertisers see the value in supporting their brand building initaitives, and so should you if long term growth is your goal.

Let’s go. What do you think?

Industry Contributor

David Scribner, Chief Customer Officer

David brings a unique combination of experience as both a Chief Marketing Officer and a Chief Executive Officer in customer-centric and digitally driven challenger businesses. David was the former Chief Executive Officer of Virgin Mobile, where he oversaw significant growth based on customer first strategies

David joined oOh! in 2018 as Chief Customer Officer to support the company’s strategy and deliver on its vision of being a new Out of Home media company.

Drawing on over 20 years of experience in business and marketing, David is focused on driving oOh! to new levels of customer-centric focus and development. As well as Virgin Mobile, David has proven experience in some of Australia’s largest brands - such as Telstra, Nestle, and AGL - to achieve valuable consumer-brand relationships in B2B and B2C audiences.

David holds a Bachelor of Commerce (Marketing) from the University of New South Wales. He is also the current Chair of Ad Standards, having previously served on the Board of the Australian Association of National Advertisers (AANA).