OOH & billboard advertising, bought independently
Media owners sell you their own sites. We plan and buy across all of them, anywhere in Australia, and negotiate like the money is ours.
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$13m+
in ad spend managed.
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98%
client retention.
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2021
Southern Phone — full-service media partner since 2021.
What you get
The scope, in writing
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An OOH plan on one page
Formats, sites, dates and net rates, built from MOVE audience data (the industry’s measurement system) plus your own customer geography.
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Rates requested and negotiated across every network
oOh!media, JCDecaux, QMS, the regional independents. We hold no inventory and take no side.
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Classic and digital billboard buying
From a single regional static to metro large-format.
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Transit, street furniture, retail and airport formats
Where they beat billboards on cost per reach.
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Programmatic digital OOH
When flexibility matters: short bursts, dayparting, creative swapped mid-flight.
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Artwork handled end to end
Specs, production with our design team, dispatch to every owner’s deadline.
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Verification you can hold in your hand
Proof-of-posting photography on classic sites, playout and impression reports on digital.
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Reporting tied to things you can check yourself
Brand-search lift and site traffic by market in GA4.
How we do it
6 steps
Jordan Parrello, our Advertising Director, leads every OOH plan. We map where your buyers live, commute and shop using MOVE data and your sales geography, then decide which markets and formats earn a place on the plan.
We brief the buy to oOh!media, JCDecaux, QMS and the relevant independents, and let them compete for it. A media owner’s rep can only quote their own sites; we quote the market.
Rate cards are a starting position. We push on rate, bonus sites, loop share and make-goods before anything is signed, and the savings stay in your budget.
Sites, formats, dates, net cost, expected reach and frequency. You approve it before a dollar is committed.
Our design team builds the statics and motion files to each owner’s spec. We dispatch artwork, chase installs, and collect proof-of-posting photos or digital playout logs.
We read brand-search and site-traffic movement in the campaign’s markets through GA4 and report it against the plan you signed. Sites that pulled their weight stay on the next plan; sites that didn’t get dropped.
Questions, answered straight
FAQ
The biggest lever is negotiation: a rate card is an opening offer, not a price. Classic sites add print and install; digital doesn’t. We quote every campaign against real availability.
A media owner can only sell you their own network. Nobody at oOh!media will mention that a JCDecaux site up the road reaches the same audience for less. Buying through an independent agency means every owner quotes against the others, artwork specs and deadlines are handled for you, and the plan is judged on your outcome rather than their occupancy.
Different jobs. Digital books in days, swaps creative mid-flight, and can run dayparted bursts around a launch or event. The trade-off: you usually share the screen with several other advertisers in a loop. A classic site is yours alone, every minute it’s up, which often wins on raw exposure per dollar. Most good plans use both.
Classic sites are typically sold in four-week cycles, and brand campaigns need at least one full cycle to build frequency. Digital suits shorter bursts — one or two weeks around a moment that matters. If a specific site keeps performing, a longer lease usually beats repeated short bookings on rate. We’d rather hold three great sites than scatter ten average ones.
Planned reach and frequency come from MOVE, the Outdoor Media Association’s audience measurement system. Delivery is verified with proof-of-posting photos on classic sites and playout reports on digital. For effect, we watch brand searches and website traffic in the campaign’s markets through GA4. OOH won’t give you click-level attribution, and anyone promising that is selling something.
For classic billboards, allow about two to three weeks from final artwork for print and install, plus planning time in front of that. Digital campaigns can be live within days once creative is approved. The real constraint is availability: premium sites book out months ahead for the periods everyone wants (Christmas, major sport, elections). Earlier briefs get better sites.