oOh! Expands Digital Roadside Footprint With Data And Insights
oOh!media has grown its roadside digital inventory to more than 140 signs with the recent conversion of new sites using its world leading data and insights including reach and frequency, buyer-graphics and movement behaviours.
Over the past month, the company has added four premium digital signs in the traditionally notorious hard to reach southern Sydney and a further eight digital billboards in Queensland.
oOh!’s chief commercial & operations officer Noel Cook (featured image) said the expansion of the digital roadside portfolio was strategically driven to deliver premium sites that enabled advertisers to be more dynamic and targeted with their audiences.
Cook said: “In addition to a qualitative review of our sites, our investment decisions on digitisation is now also backed up by our leading data tools to identify quality locations from our already impressive inventory that will provide even more powerful audience-led opportunities for our advertisers.
“This new data led approach to our inventory management allows us to be more focused on developing sites that strengthens our audience metrics and therefore helps advertisers better reach more of their audiences.
“These new digital sites extend our buyer graphic performance across many key metric for industries including, but not limited to, automotive, finance and insurance.”
Cook continued: “By digitising these prime audience sites, we are also providing advertisers the opportunity to capture the attention of audiences through contextually relevant targeting of creative based on the time of day, the temperature or current events that relate back to the product.
“And through our Classic billboards we continue to provide advertisers the big impact awareness that Out of Home has become recognised for.
“Now more than ever, we can help advertisers achieve real impact and high levels of engagement through our roadside inventory, coupled with rich data, research and insights to help better pinpoint their audiences.”
Cook said the new digital signs included four new premium overbridge signs in the southern part of Sydney, which has traditionally been a hard market to advertise using Out of Home.
He said: “Combined these four signs help advertisers reach two in three motorists travelling to and from the southern part of Sydney towards the city every fortnight.
“In addition to that we have added eight new signs in Brisbane to extend oOh!’s large format digital coverage to the city’s northern and eastern pockets.
“The data driven approach will continue to be part of our decision-making process in looking at what sites we will digitise with state-of-the-art screens from our market leading Out of Home portfolio.”
The roadside digital portfolio forms part of oOh!’s unparalleled and market leading digital network of more than 9500 across its network including Retail, Commute, Fly, and Locate environments.
Latest News
New Judges, Chefs And A Viral Week – Masterchef Promises To Be Bigger And Better Than Ever Before
More than 500 contestants have been whittled down to 22 for this season, which introduces food critic Sofia Levin as a new judge. There are plenty of culinary superstars making guest appearances including Clare Smyth and Jamie Oliver, but the real stars are the budding chefs. Lead image: Masterchef judges Sofia Levin, Andy Allen, Poh […]
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
Dentsu’s iProspect has partnered with MOOD tea to empower the advertising and media community to make a difference in youth mental health. The partnership with MOOD tea will see iProspect support the brand from a strategic business level through to media partnerships, to build the brand’s salience and ultimately drive retail distribution and purchase. Marcelle […]
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
In this opinion piece, Born’s co-founder and strategy director, David Coupland (above), considers whether cultural nostalgia offers genuine comfort or stifles innovation in light of McDonald’s bringing back “The Original Mouthful.” Sitting there watching The Beckham documentary, shortly after I’d watched the Robbie Williams’ documentary, not that long after I’d watched The Last Dance it […]
Who’s Going To Cannes?! The TikTok Young Lions Winners!
With super short notice, the winners produced incredible work featuring Tim Tams, League of Legends & fishing lines.
Adobe Launches Express Mobile App With Firefly AI
Adobe has launched a new Adobe Express mobile app, giving users Firefly AI on the go. Adobe Express is the all-in-one AI content creation app that makes it fast and easy for anyone to ideate, design and share standout social media posts, videos, flyers, logos and more. Millions of users around the world are turning […]
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
ThinkNewsBrands in collaboration with the Independent Media Agencies of Australia (IMAA), continued the in-person education rollout of the Publishing & News101 learning module yesterday, extending its reach to independent media agencies in Brisbane. That means Queensland has become the second state to benefit from the special in-person training and certification program. The program delves into […]
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T had the honour of travelling to GroupM’s lush North Sydney offices to chat with Tatiana Patrón and Missie Saroyan, who had travelled all the way from the US to see how we do things down under. Patrón is an associate client investment lead in Wavemaker’s New York office, while Saroyan serves as a programmatic […]
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
HoMie, a Melbourne-based streetwear label that supports young people affected by homelessness or hardship, has turned traditional buy-one-get-one-free retail offers on their head with a special promotional campaign developed by Town Square. HoMie has launched ‘Give One. Get One,’ where for every HoMie hoodie purchased for Youth Homelessness Matters Day, fellow streetwear label Champion will […]
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
Lion and Thinkerbell have launched new work for XXXX Summer Bright, reminding everyone that it’s a beer to drink all year round. The idea is now live across social, digital and OOH. It centres on the insight that around here, unlike most places in the world, we only have one season really, summer. So it’s […]
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
The programme has been revealed for this year’s Cannes Lions Festival of Creativity featuring more than 150 hours of content and some 500 speakers. About this year’s line-up, Natasha Woodwal, director of content, LIONS, said: “Our open call for content gives us unparalleled insight into what matters most to the industry right now, and we’ve […]
Scroll Media Recruits Costa Panagos From Twitch
Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]
General Motors Snares Heath Walker From Scania
General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.
Spotlight On Sponsors: Carsales Strikes With Another Storm-Based Team
Think our hacks are living their sports journalist dreams vicariously through B&T? Confirm it with this reporting.
Commission Factory & AGL Energy Ignite Strategic Partnership To Empower Australian Energy Consumers
Concerned by global warming yet ran the fans non-stop over summer? Add to the guilt with this read.
Allied Nabs Nicola Gold From Pico International Dubai
Seasoned marketer relocates from Dubai to Sydney. Says the shopping's not as good but at least you can get a drink.
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.