The season that Out of Home shines brightest
Summer is Australia’s season of possibility.
Longer days, warmer nights, and more time spent outdoors mean Australians are more active, more social, and more open to brands than any other time of year. It’s when attention peaks, spending surges, and memories are made.
Summer is when brand growth is won
Summer is when Australians are most active, moving, travelling and spending. Yet while consumers lean in, many brands lean out with their media investment.
The brands that stay visible are the ones that get noticed, build momentum and grow.
Aussies will be OOH this summer.
Winning brands will be too.
Aussies will be Out of Home this summer
Out for an adventure
Summer is a season defined by movement – and travel is top of the list for Aussies – as warmer weather, long weekends and school holidays get people moving.
The warmer months see Australians hit the road and travel further, with 5 million more fuel transactions than in winter, stopping along the way to shop, eat and explore.
Air travel takes off too, with millions of holidaymakers passing through domestic and international terminals.
Whether Australians are heading to the coast, the regions or major cities, one thing is clear:
When Australians move in summer, spending moves with them.
Out for a splurge
Summer marks the season of spend, with Aussies indulging in $91B worth of discretionary items across fashion, beauty, alcohol and more across Summer.
This mindset arrives early, with Black Friday and Cyber Monday kicking off a shift in purchase behaviour. Last year, Aussies spent $9.5B across the four days, the equivalent of $1.65M every minute.
Throughout this period, shopping centres become destinations in themselves as places to escape the heat, socialise and spend big.
Out making memories
Australians embrace the outdoors like nowhere else in the world; beaches, streets, entertainment precincts and stadiums buzz with energy. All of these become key opportunities for high-impact brand moments.
New seasonal MOVE data shows that oOh! street sites near beaches are 5 times more likely to experience audience uplift during summer. And beaches aren’t the only places drawing crowds. Major summer events are where attention peaks.
That means brands can connect with audiences in high-attention environments, right where summer comes to life.
The oOh! network
Capturing holidaymakers on the move
Impact Australians as they embark on their holidays across the busiest airports in the country – with access to terminals, Qantas Lounges, and in-flight entertainment.
Reaching regional escapes nationwide
With a network reaching 84% of all regional audiences over 4 weeks (MOVE), and coverage all 15 major regional cities, connect with audiences as they spread beyond metro capitals to favourite holiday destinations.
Influencing spend in the country’s most visited shopping centres
Influencing 43c out of every dollar spent in retail centres, access the largest retail audience in the country throughout Australia’s biggest season of spend.
Tapping into crowds at Australia’s most iconic destinations
Present where people are, our street network is located within 1km, of over 100 beaches nationwide, from iconic tourist hotspots to much-loved local stretches of sand.
Dominating beaches, local suburbs, stadiums, and event precincts
Across Melbourne trains, Melbourne Metro Tunnels, and the Sydney Metro, our rail assets reach avid fans getting to sports stadiums and entertainment precincts alike. Where crowds go, our network is with them.
Case studies
Proven outcomes from brands using best practice OOH principles to maximise ROI.
Grey Goose
+34% increase in transactions. Reinforcing premium positioning throughout the Australian Open.
Swarovski
+ 197% increse in buyers. Driving seasonal engagement across the holiday period.
Lite n Easy
+ 68% increase in new buyers. Launching the Jump Start Pro range foran audience looking to meet health goals in the new year.
Mountain Culture Co.
+ 111% increase in retail sales (BWS, YoY). Circumvent slow sales in ‘Dry July’ with an OOH only solution.
More insights
Sources:
- Westpac DataX 2023-2026
- WeatherTrigger March 2026 How Weather Affects Consumer Behavior and Purchase Decisions (2026 Data) | WeatherTrigger
- Analytic Partners ROI, Collected Market Mix Models, 2004-2026
- MOVE Scoreboard, oOh!media, Summer 30/11/26-28/02/27 vs Non-Summer 02/03/26-29/11/26, STREET, P14+, National, Default SOT, VAC
- MOVE, oOh!media, Reference Lunar 28/07/25-24/08/25, Regional Only Assets Road, Retail, Street, Airport & Uni, Regional Australia, default SOT
Download the latest Analytic Partners media effectiveness report to uncover the drivers of ROI
Inspiration and success from our partners
Browse our out of home environments
Billboards
Digital and Classic Billboard advertising across Australia. Unmatched reach and impact on consumers at iconic sites metro and regionally.
Discover our team’s expertise and services
Creative
A passionate team of thinkers and enablers, POLY is experienced in bringing bold ideas to life, our mission is to inspire advertisers and agencies to push the creative boundaries of Out of Home to capture more attention.
Providing 100% end-to-end Out of Home campaign delivery with our printing facility, Cactus Imaging. State of the art, world-class quality printing in Sydney, Australia.
Data
Our data suite arms advertisers with the tools to inform audience led planning, engage category buyers at location at scale, and measure campaign performance.
Documentation and best practices
Tailoring solutions to meet any objective
oOh!media collects your personal information in order to provide and market services to you. This may require us to share your information with our related companies and third parties that help deliver our services (including Marketo) in Australia. For more on how we handle personal information and your access, correction, complaint and opt-out rights, see our Privacy Policy or contact us.