The evolution of real time content delivery to out-of-home digital screens is seeing an increasing number of brands re-distributing its marketing spend to the sector, with Holden being among the trail blazers.
As part of its January ‘4 Day Sale’ campaign, the company has joined forces with out-of-home company, oOh! Media, to take its campaign into shopping centres and cafés around Australia.
oOh!, which has a digital network of more than 1700 digital signs, says this continues a shift in the way brands are now using out-of-home media.
oOh!’s chief executive, Brendon Cook, said the evolution of out-of-home through technology means that oOh! has increased its addressable market by being able to carry time-sensitive advertising spend such as “sale” or “limited time” offers
“While OOH once had fixed posting cycles, we are now able to give advertisers a dynamic solution that takes advantage of out-of-home’s ability to simultaneously reach a range of audiences across multiple environments and communities,” Cook said.
“We’re able to provide advertisers with a flexible, dynamic and interactive alternative that will not only cater for their longer campaigns, but also time-sensitive advertisements like Holden’s 4 Day Sale,” Mr Cook said.
“In the past brands that’ve had shorter campaigns and multiple sale messages were confined to the likes of radio, TV and print – but as these media audiences continue to fragment, we can expect to see more companies turning to digital out-of-home as an unmissable solution to reach their audience.”
“The interaction between consumers and advertising has undoubtedly changed. We are giving brands the tools and infrastructure to be more engaging and creative with their advertisements while reaching the mass public.”
“And these digital capabilities are the driving force for the out-of-home sector being the fastest growing traditional media sector in Australia.”
Posterscope Australia’s managing director, Joe Copley said: “Digital OOH helps our clients be more relevant in environments where we know consumers are receptive.
“Delivering ‘Real Time’ and ‘Right Time’ messaging in OOH is something that we are very focused on. The opportunities for brands are exciting and growing all the time, as digitisation continues at pace.”
Holden’s 4 Day Sale campaign, will reach approximately 49% of the population with 500 oOh! retail panels in more than 180 shopping centres, including Melbourne’s Emporium and the Macquarie Shopping Centre in Sydney.
The campaign will also be seen across oOh’s network of screens in more than 380 busy CBD and suburban cafes around Australia.
Holden’s 4 Day Sale is now live across all states and territories until the 19th of January.
Campaign: 4 Day Sale
Creative Agency: AJF Partnership
Planning Agency: Posterscope Australia
Media Agency: Carat