In an Aussie first, a collaboration between oOh!media and the Australian Traffic Network (ATN) will see simultaneous messages delivered to commuters via out-of-home (OOH) and radio channels for health insurer ahm.
Starting today for one week, the campaign will synchronise ahm’s OOH and sponsored traffic report advertising across six strategically-located digital billboards and ATN’s commercial radio traffic reports in Melbourne.
During peak hour traffic, oOh!’s roadside digital billboards will show an uninterrupted ahm ad for six minutes at both the top and bottom of the hour at the same time as the ATN traffic reports air on radio.
Brendon Cook, CEO of oOh!media, said the joint collaboration with ATN is a great example of realising the potential of OOH and radio advertising working together.
“Here is a unique opportunity for a client, being able to align two media channels for a captured audience using the same messaging in a contextually relevant way,” he said.
“Working together has allowed us to bring this opportunity to life.”
Kelly McIlwraith, marketing and strategy director for the ATN, said: “Our high-interest traffic content offers a great synergy with billboards, as the two are consumed while the consumers are on the road.
“So, working collaboratively with oOh! and OOH specialist Posterscope to create an Australian-first campaign was incredibly exciting.”
Bryan Magee, managing director of Posterscope, said: “We know from internal research that our audience has a high propensity to listen to the radio simultaneously whilst consuming OOH, making the combination the perfect mix for optimum impact.
“Working collaboratively with Carat, oOh! and ATN ensures we can place the consumer at the heart of the strategy using a multi-channel approach to strengthen the overall message for ahm.”
Amanda Romeo, head of marketing at ahm Health Insurance, said: “ahm is delighted to participate in this Australian out-of-home and radio advertising first.
“This type of cross-channel alignment helps ahm achieve greater exposure and deliver a stronger brand message to commuters. It’s great to see ATN, oOh! and Posterscope making this happen for us.”