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
In this guest post, Gumtree’s account manager Daniel Kuziow (main photo) says as CV-19 sends more shoppers online, data has never been more important for marketers to target them… Thanks to COVID-19, former buzzwords such as “ideate”, “pivot” and “agile” have become the new reality for all marketers. To help a business persevere and maintain […]
The Seven Network today announced the broad slate of sponsors that will be joining Farmer Wants A Wife when it premieres this July. Toyota Australia, IGA, Youfoodz, BUPA, Lilydale, Horticulture Australia and Mayvers, have all been confirmed as sponsors of Farmer Wants a Wife. All partners will feature throughout Farmer Wants A Wife, the most […]
Find out how APAC’s fastest-growing commercial law firm uses Marketo Engage to better respond to customer needs in this piece by LegalVision’s Anthony Lieu. The starting point for marketing strategy begins with the customer. That’s not an approach you often find in a commercial law firm. LegalVision didn’t start as a law firm, but as […]
Brisbane radio is set for a further shake-up with journalist and former MP Scott Emerson to host 4BC’s new local Drive program. Emerson is a highly experienced broadcaster and journalist who served as The Australian newspaper’s Queensland bureau chief and held senior journalism positions with the ABC. He has also served in the Queensland parliament and […]
News Corp Australia and Woolworths today announced a joint national campaign to support Feed Appeal amid a sharp jump in the number of Australians suffering economic hardship from COVID-19 and seeking food relief. Feed Appeal, a national not-for-profit organisation that provides capacity and capability grants to local food relief charities, has reported a 50 percent […]
Is it too early to start planning your holiday campaigns? Definitely not, argues Pinterest CMO Andréa Mallard in this piece. Brands love reaching their most passionate customers. As a former retail CMO myself, I get it. When you reach early planners, you reach the CEOs of the household—an audience that buys and spends more. Reach […]