The story behind 2H Media.
Martin Salter has always been drawn to the spaces where media, technology and people converge.
His career started in media sales – learning the commercial fundamentals that would underpin everything that followed. From there, he moved into the emerging world of ambient media, becoming a key player in several of Australia’s leading start-ups in the space. He helped build them, grow them commercially, and ultimately shepherd them through to successful sale. It was formative work – fast, complex and deeply instructive about what it takes to turn a good idea into a sustainable business.
The chapter that defined him professionally, though, was Sydney Airport. As head of media operations, Martin steered the integrated digital advertising portfolio across one of Australia’s most complex and high-profile public environments – managing traditional and 360-degree media strategy, delivering award-winning digital innovations,
and navigating the commercial, operational and stakeholder realities that come with a venue that never stops moving.
It was there that the idea for 2H Media Solutions took shape. Martin had seen, firsthand, how much commercial value venues were leaving on the table – and how rarely they had access to someone who understood both the strategic and technical dimensions of capturing it.
So in 2006 he built that business himself.
Twenty years on, 2H Media Solutions works with airports, venues, precincts and property developers across Australia – bringing the same depth of experience, the same commercial clarity and the same commitment to outcomes that Martin brought to every role that came before it.
The gap between what a venue earns from its media assets and what it could earn is almost always bigger than the operator expects. That’s where we start every conversation.”
Martin Salter
The team
Martin Salter
Founder & Director
Martin Salter is one of Australia’s most experienced commercial media and technology advisors, with a career spanning media sales, new technology development, infrastructure advisory and digital transformation.
He has worked across retail, property, transport, airports and government – advising on everything from digital signage strategy and WiFi monetisation to major media partnership negotiations and technology procurement.
His time at Sydney Airport gave him a rare and deep understanding of how large-scale public environments balance commercial performance with operational complexity and passenger experience. That perspective informs every client engagement at 2H Media.
Martin is a direct, practical advisor who brings both strategic clarity and hands-on capability to the table. Clients describe him as someone who cuts through complexity, speaks plainly, and gets things done.
Tony Haines
Commercial Development Consultant
Tony brings extensive experience across outdoor media, urban planning and commercial development, having worked with leading media owners and
asset partners throughout New South Wales.
His career has focused on identifying, evaluating and delivering new media opportunities, working closely with property owners, developers, councils
and infrastructure stakeholders to maximise the commercial potential of assets and precincts. Through roles with Alliance Outdoor Media Group,
EiMedia and other major outdoor media operators, Tony has played a key role in expanding media networks, securing strategic partnerships and
supporting the delivery of large-scale advertising infrastructure.
At 2H Media Solutions, Tony works with clients to identify growth opportunities, navigate stakeholder engagement and develop commercially viable media outcomes that create long-term value for asset owners, venues and property developers.
years of commercial
media experience
Australia’s leading airports,
venues and precincts
End-to-end capability – from
strategy to deployment
Technology partnerships
with globally proven platforms
Some of the organisations we’ve worked with.
In the media
Let’s have the
conversation your
venue needs.
0419 223 414
