oOh!media Reaches NZ Shopping Centre Milestone, Expands Interactive Screen Network

oOh!media Reaches NZ Shopping Centre Milestone, Expands Interactive Screen Network

oOh!media has announced an expansion of its full-motion digital and classic advertising network in New Zealand to 50 major shopping centres, following new agreements in Hamilton, Christchurch and Auckland.

John Hanrahan
Posted by John Hanrahan

The out-of-home (OOH) media giant has also revealed it is set to extend its portfolio of interactive EXCITE screens beyond Auckland to shopping centres in Wellington, Christchurch, Hamilton and Palmerston North.

Adam McGregor, general manager of oOh! For NZ, announced new agreements with Kiwi Property to introduce the company’s full-motion digital and classic portfolio into The Base, New Zealand’s largest shopping centre by lettable area, and the adjacent Te Awa complex in Hamilton.

oOh! has also signed contracts with AMP for the Merivale Centre in Christchurch and with the privately-owned Point Chevalier Arcade in Auckland.

The new contracts mean oOh! has extended its portfolio to 14 more shopping centres since September 2016.

McGregor said: “Over the past 12 to 18 months, we have actively expanded our market-leading shopping centre portfolio across NZ.

“Our reach has increased significantly, and our retail audience measurement system CRAFT demonstrates that our network has a unique reach of up to 73.5 per cent of people living in the 10 regions we operate in of Auckland, Hamilton, Tauranga, New Plymouth, Palmerston North, Wellington, Nelson, Christchurch, Queenstown and Dunedin.

“After successfully trialling five EXCITE screens in Auckland, we will roll out another 10 in key national locations across the North and South Islands. These cutting-edge shopping centre screens are designed to allow advertisers to take their campaign to the next level, and engage with shoppers and audiences in a more meaningful and creative way.

“This takes our portfolio of fully interactive EXCITE screens to 15 within the NZ market. The rollout of EXCITE screens across oOh!’s unrivalled shopping centre footprint will allow brands to deliver more scalable interactive campaigns.

“These next generation screens are loaded with unparalleled sensory features including multi-touch screens, Kinect 2.0 gesture control, voice recognition technology, high definition web-cams, audio and 4G connection.

“In Australia, an average two-week retail EXCITE campaign generates over 30,000 interactions, while data from the inbuilt Quividi Anonymous Video Analytics shows a ‘halo effect’ of up to twelve times, meaning that for every person physically interacting with the screen, up to 12 other shoppers are watching for longer than normal advertiser viewing time.

“oOh!’s EXCITE network will allow advertisers to deliver a greater engagement between their brand and more Kiwi shoppers and audiences.”

Mr McGregor said oOh!’s portfolio across the 50 New Zealand shopping centres will include 16 double-sided large-format EVOKE screens (full-motion digital billboards located in prominent high traffic areas), almost 270 digital ShopaLive screens and more than 415 classic ShopaLite panels.

“These developments will bring the total number of full motion digital panels in the oOh! shopping centre network to 304, furthering our position as the largest full-motion and digital out of home network in New Zealand by some way,” he said.

oOh!media CEO Brendon Cook said: “We continue to invest in our digital strategy and build out our world-class full-motion network in New Zealand, while constantly looking for opportunities to accelerate innovation and drive change that delivers greater audience engagement.”

Cook added that oOh! would shortly invite NZ advertisers to win a free EXCITE campaign.

“We have great respect for the level of creativity in the New Zealand advertising market and we expect lots of interest from local advertisers, creative and media agencies with this opportunity to showcase just how good New Zealand OOH creative can be,” he said.