oOh! Embracing Summer

Last week, I had the privilege of attending an out-of-home (OOH) conference with oOh!media on the Gold Coast. It was a well-run, polished event, filled with clients and plenty of great networking opportunities.

We kicked things off with a site tour from the Gold Coast to Brisbane, where I had the chance to reconnect with some familiar, trusted billboards I booked back in my youth before heading to the main presentation of the day.  the topic was simply how Aussies are truly embracing summer again and  that they are - travelling more, spending more ( shoppies a OOH coined term), and making the most of life outdoors. And as the research revealed, this shift in consumer behaviour creates a huge opportunity for brands/advertisers to connect with any audience group.

Some of the key takeouts were:

- $166B spent over summer, with 16M more transactions compared to winter — a clear signal of commercial opportunity. (Westpac)

- Domestic travel rises 44% during summer, with $8B spent on day trips and a 130% surge in overall tourism spend. (MOVE Data 2025, NAB News)

- 1 in 2 consumers are more likely to purchase after seeing an oOh! ad.

- OOH effectiveness rises 2.6% in summer compared to other channels. (Analytic Partners, 2025)

What stood out to me most is that summer isn’t just a season - it’s a cultural moment for Aussies. It’s when we’re outdoors, on the move, travelling, catching up with friends and family, and spending freely. This naturally puts OOH in the perfect position to capture attention at scale and in context.

For CLIENTS, the message is clear: for too long, the focus has been on screens—but summer belongs to Outdoor. This is the season to show up, be bold, and connect with people as they move through their daily lives. Whether it’s at the beach, on the road, or on the way to a night out, OOH outshines screens, delivering scale, impact, and presence when it matters most. This summer, it’s time for Outdoor to have its moment in the sun.