Interactive Ads Soar During First Year Of oOh!’s Excite Screens

Interactive Ads Soar During First Year Of oOh!’s Excite Screens
SHARE
THIS



oOh!media’s EXCITE screen network has recorded more than 400,000 shopper engagements with interactive campaigns during its first year.

Shoppers’ appetite for the interactive campaigns, that featured on 50 EXCITE screens across Australia’s busiest shopping centres, has exceeded expectations, according to Retail Media experts and leading Out Of Home company oOh!media’s commercial director of retail, Blair Hamilford.

“It’s a year since we introduced our world leading interactive EXCITE screen network into Australia’s retail environment and we’ve been amazed by shoppers’ response to the first 12 interactive campaigns,” Hamilford said.

oOh!’s EXCITE screens have unrivalled sensory features that lure shoppers to deeply engage with advertisers via the panel and integrate the campaign with online, mobile and social media.

The power-packed technologies of the EXCITE network include: multi-touch screen; Kinect 2.0 gesture control; voice recognition; web-cam; audio and 4G connection.

Miss-Fortune_Meat and Livestock Assn Interactive Campaign

Yesterday oOh! celebrated the first birthday of its EXCITE screen network at the AANA RESET  conference by encouraging attendees to engage with campaigns from the past year.

Hamilford said: “It’s great to see advertisers creatively harness the technology and produce interactive campaigns that actively engage shoppers. The great response shows how the EXCITE screens are contributing to shoppers overall experience of retail centres as a destination for entertainment and leisure.

“Over the year we’ve seen a variety of innovative concepts for campaigns such as touch-screen and gesture control gaming, photobooths, on-screen questionnaires, tap and pay donations, downloadable info and calendar updates, even a digital fortune teller – all creating experiences that can be shared and amplified via social media.”

An extremely popular campaign was Powerade’s ‘virtual basketball game’, which recorded over 31,000 interactions during the Rio Olympics. The aim of the game was for shoppers to shoot as many basketballs in the hoop as possible in 45 seconds using the screens’ gesture control capabilities.  Most people played a few games, interacting with the campaign for nearly three minutes.

Another successful campaign saw Meat and Livestock Association convert the EXCITE screens into digital fortuneteller booths for its Miss Fortune campaign.  More than 53,000 shoppers placed their palms on the screens to activate a tongue-in-cheek crystal ball reading such as: “Unspeakable riches will come your way … from a Nigerian email account

Some other advertisers who have run campaigns on oOh!’s EXCITE network during the year include Village Roadshow’s PAN, Walking Wounded, MLA, Fit Bit and Optus.

Hamilford said “The creativity of a campaign run on the EXCITE network is only limited by imagination.  To help bring our clients’ ideas to life, we provide an in-house creative team, including app developers, to provide creative and production support and ensure the optimum user experience.

“Over this past year we have set a new benchmark for consumer engagement for Out Of Home advertising on a mass scale.  Where previously advertisers ran one-off executions, the EXCITE screen network has made it possible to personally impact audiences on mass, nationally,” he said.

“EXCITE has also proven to provide a seamless way to continue the conversation online to social channels with or without mobile devices” Hamilford added

The EXCITE screens are strategically placed in high traffic spots – giving a wide berth for interactivity and crowd viewing for long periods of time. When not tempting shoppers to engage with campaigns, the screens can also run non-interactive digital advertising.

“Shoppers are drawn to the screens and further impacted by the campaign through media support across the shopping centre on ShopaLive and ShopaLite panels,” Blair said.

oOh!’s EXCITE network is part of its growing shopping centre portfolio that provides access to more than 540 shopping centres across Australia and a wide range of media opportunities including classic ShopaLite panels and over 1,500 digital screens.

The Outdoor Media Association awarded oOh!’s EXCITE network the Creative Collection 2016 Award for the Best Use of Technology/Innovation.

Please login with linkedin to comment

Latest News

Twitter Australia’s MD Reveals Plan To “Double Down” On Video In 2018
  • Media

Twitter Australia’s MD Reveals Plan To “Double Down” On Video In 2018

Social media giant Twitter has no intention of reducing its focus on video this year – in fact, it wants to double the amount of video content on the platform. Speaking to B&T, Twitter Australia managing director Suzy Nicoletti (pictured above) said live streaming is going to be of particular importance. “What we’ve found is Australians […]

by B&T Magazine

B&T Magazine
International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine
Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR
  • Campaigns
  • Marketing

Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR

Cult Australian cycling label Attaquer approached SPLINTR to present its new Race Ultra+ Collection to the world, and just 24 hours after the brand film launched, the kit was sold out. Attaquer’s new cycling kit aimed to attract not only its current core customer, but also the extreme performance-driven end of the market. Stevan Musulin, […]

Blockhead VFX Hires Richard Betts As Lead Flame Artist
  • Media

Blockhead VFX Hires Richard Betts As Lead Flame Artist

Visual effects and post-production design company Blockhead VFX has announced the appointment of Richard Betts as lead flame artist across its Sydney and Auckland studios. Before the completion of his recent five-year tenure at Fin Design + Effects, Betts completed a seven-year stint at post-production facility The Mill in London. Blockhead co-founder Stefan Coory said: […]

BRICKX Builds Marketing Team With New Hires From Domain & Amaysim
  • Marketing

BRICKX Builds Marketing Team With New Hires From Domain & Amaysim

Property platform BRICKX has announced new marketing hires from Domain Group and telco Amaysim to support its growth. Asok Boopathy (pictured above) has stepped into the role of group director of product role at BRICKX, following two years as head of product at Domain. Boopathy has also previously worked at PayPal, Bigcommerce and Silicon Valley’s […]

Posterscope Helps Transport Accident Commission Increase Relevance For Mobile Drug Testing
  • Advertising
  • Campaigns
  • Media

Posterscope Helps Transport Accident Commission Increase Relevance For Mobile Drug Testing

Out-of-home (OOH) specialist agency Posterscope has deployed Liveposter to help the Transport Accident Commission (TAC) roll out a dynamic digital OOH component of its drug driving campaign. Across a number of high-profile APN Outdoor and QMS digital large-format locations on key arterials in Melbourne, the campaign will be displayed to increase the relevance and immediacy […]