oOh!media has joined Boomtown, the industry initiative to showcase the value of regional advertising.

Boomtown aims to redress the imbalance of advertising investment and the relatively untapped opportunities for businesses to reach the 8.8 million people living in regional Australia.

Brendon Cook, CEO at oOh!media, said the regional market is a key part of its strategy and that the firm continues to invest in regional assets, including the $40m acquisition of Sports & Outdoor Media in 2018, assets it is digitising.

"We strongly believe there is still massive potential for advertisers to reach wider and more relevant audiences across Australia, and build their brands by using the latest, sophisticated data analysis techniques," said Cook.

Chair of the Boomtown committee and SCA chief sales officer, Brian Gallagher, welcomed the move. "Out of home advertising can reach large audiences in ways that no other format or technology can," said Gallagher. "We are now a stronger, broader-reaching collective."

Boomtown partners include Southern Cross Austereo, WIN Network, Prime Media Group, Australian Community Media, News Corp Australia, Imparja and Grant Broadcasters.