ASX-listed outdoor advertising business oOh!Media is focused on increasing its share of the advertising market by launching a creative and content innovation hub designed to help brands and advertising agencies better unlock the opportunities in outdoor.

Neil Ackland, oOh!Media chief content, marketing and creative officer, and chief executive of the new hub Poly, said the move was designed to better help clients improve the return on investment in their outdoor advertising spend as research shows that over 40 per cent of ROI is down to the creative.