Out Of Home advertising company oOh!media has taken its number of large digital roadside billboards from eight to 25 in less than a year as part of its strategy to build a national digital network to enable advertisers to engage with their audiences.
The significant expansion of its large format digital inventory includes eight premium digital signs constructed over the past two months in Sydney, Brisbane and the Gold Coast.
The delivery of the additional 17 digital billboards is in line with the company’s market guidance when it relisted.
In addition, oOh! has constructed 20 large format digital billboards in key retail centres over the past year, taking oOh!’s total large format digital inventory to 45. These form part of the soon to be largest network of digital Out Of Home panels in the country, which upon oOh!’s completion of the Inlink acquisition, will be more than 5000 signs.
oOh! chief executive, Brendon Cook, said the recent rapid expansion of the company’s roadside digital network was a key part of oOh!’s digital strategy across multiple environments.
“It’s about helping advertisers gain deeper engagement through meaningful and innovative content and interactivity via the creation of a 360 degree approach that links our physical signs with online, mobile and social environments,” he said.
“oOh! offers the largest reaching digital network in the country, all of which is connected by our proprietary content management system, enabling more immediate and dynamic delivery of content that’s relevant to the time of day or current events.”
“This capability gives advertisers greater creative and campaign solutions including brand, tactical and engagement opportunities.”
“For instance a bank could immediately advertise changes to home loan rates dependent on an RBA decision, or engage with 35,000 shoppers who recently interacted and played a game on our touch enabled campaign for the film PAN. We have created a marriage of technology and content to provide immediacy to advertisers and engagement with consumers.”
“We’re seeing the demand from advertisers rise as the opportunities with Out Of Home expand, including from advertisers who previously didn’t consider the medium,” he said.
The eight additions include two in Sydney on the M1 at Asquith heading north and Ingleburn heading south and two in Brisbane – at the Normanby Five Ways and Barry Parade; and Four on the Gold Coast.