Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry. Originally published in AdNews.
Tara Coverdale: group director – data & insights at oOh!media
Time in current role/time at the company:
Two years in current role and 16 years with oOh!
How would you describe what the company does?
oOh! is one of Australia’s leading out-of-home media providers. With a 35,000 strong network of out-of-home advertising locations, we provide utility and value to public spaces, alongside a powerful platform and mass reach medium for brands to reach consumers.
What do you do day-to-day?
An average day looks like working with or considering a lot of numbers, and connecting the dots to what that means for our network and customers. Leading oOh!’s data and analytics strategy means developing data-led capabilities that enable brands to reach high value, targeted audiences across our network. We’ve recently extended into campaign attribution and it is an exciting time to be in out-of-home and developing industry first capabilities.
Define your job in one word:
Everchanging.
I got into the media industry because:
A background in market research meant media and advertising seemed like an opportunity to explore that domain, in a fun and dynamic industry.
What’s the biggest challenge you face in your role?
Communicating and articulating the value of quality metrics and outcomes. Data is a buzz word, everyone has it, everyone wants it, but not all data is created equally and it’s not valuable unless it can be applied to solve a business problem or harness an opportunity.
What’s the biggest industry-wide challenge you’d like to see tackled?
Technology and maintaining the balance between using it for good, progress and innovation, and the potential downsides.
What are you most excited about in the next 12 months?
Being part of the out-of-home industry as we launch MOVE 2.0 – a huge impetus for change and development within the sector, to set the industry up for programmatic trading and a digital and future ready state.
Who has been a great mentor to you and why?
Two that come to mind are Robbie Dery (chief commercial operating officer, oOh!) and Bel Harper (executive group director – product strategy, oOh!). Robbie is a great example of leadership not being about by how many followers you have, but how many leaders you create. He is selfless in empowering others and unlocking their potential. And Bel is a true inspiration as a female leading in media. She is a trailblazer, fearless, inspirational and sets an incredible example for all who follow.
Words of advice for someone wanting a job like yours?
Find an industry with a positive growth story, a business with good fundamentals, and a role to apply a commercial lens to data and analytics.
If I wasn’t doing this for a living, I’d be:
A psychologist, I’m fascinated by what makes people tick.
My mantra is:
I have three.. The struggle is good, be grateful, and there is always a silver lining.
My favourite advert is (and why):
Apple ads, all of them. They are beautiful, simplistic, impactful and look great on a billboard.
Music and TV streaming habits: what do you subscribe to?
True crime podcasts are a guilty pleasure and ‘Think Fast Talk Smart’ for Stanford Business School content on how to better communicate, influence, and inspire.
Tell us one thing people at work don’t know about you?
I have a soft spot for country music from my time studying in the U.S.
In five years’ time I’ll be:
Who knows, but hopefully in the data driven change and transformation space.
