oOh!media: Integrated OOH Campaigns To Triple In Next 6 Months
Integrated Out Of Home campaigns that combine data and insights, a diverse Out Of Home ecosystem, and native content is set to grow significantly, with media company oOh!media expecting such campaigns set to triple within the next six months.
Locate by oOh! group director Adam Cadwallader said with the media landscape changing and attention spans getting shorter, there has been an increasing number of brands looking at a more holistic approach to out of home advertising.
Brands are utilising oOh!’s mix of classic and digital signage in multiple environments, in addition to native content, coupled with online, social and experiential components.
“Out of home campaigns are no longer just about creative on a digital or classic billboard, there is data used to plan and native content and experiential used to engage in locations that are contextually relevant, with online and social across a variety of mediums and environments to amplify,” Cadwallader said.
“Unlike days of old, a fully integrated out of home advertising campaign can now be assembled, created and delivered, with oOh! giving brands never seen before reach, results and convenience.”
Cadwallader said the recent fully integrated campaigns for both Tourism Tasmania and Schweppes Australia’s new ALT soft drink range, attest to that and follows on from the Qantas Assure campaign that is showcased in oOh!’s A World of Unmissable events.
“oOh!’s investment in technology, inventory, content development and data and analytics, provides advertisers with a powerful combination that enables them to reach the right audience at the right time and with the right message to deliver results.
“Tourism Tasmania and the ALT campaign are both great examples of how to fully utilise oOh!’s 360-degree out of home ecosystem to effectively reach and engage meaningful audiences,” Cadwallader added.
Working with Initiative Melbourne, oOh! provided Tourism Tasmania with a “Pop Up Book” activation spread across three environments, integrating content and competition.
The Feed your curious campaign included the use of oOh!’s assets across Road, Fly, Locate by oOh!’s Office towers and Retail, as well as oOh’s experiential arm EDGE and content provider THE UPSIDER providing carefully curated content inspired by Tourism Tasmania and contextually relevant to the CBD office workers.
Mobile EXCITE panels were also placed in office towers featuring the map of Tasmania in digital format, coming to life with sound and video with touch, offering the user the opportunity to register and win prizes.
Tourism Tasmania CEO John Fitzgerald said, “Tourism Tasmania worked closely with oOh! to develop an innovative and tactical hands-on experience that connects consumers with our latest Feed Your Curious campaign.
“oOh! created a magical life-size Tassie pop-up storybook with an ability for consumers to explore, touch, smell and taste the best of what the state has to offer that also provided a unique and surprising out of home experience.”
The collapsible and reusable pop-up storybook used immersive 2D layered display to showcase Tasmania’s highlights, including the MONA, spectacular scenery, oyster bars and gin distilleries.
The pop-up book showcased Tasmania’s regional attractions and identities and allowed for Tasmanian characters integral to the story, such as the chocolate raspberry producer or gin distiller, to offer samples to passersby.
The Keep Doing You campaign, brought to life by oOh!, Junkee Media and working with Carat for Schweppes Australia’s new ALT soft drink range, celebrated everyday people who are unashamedly themselves through stories that were amplified via Junkees targeted student publication, oOh!’s on-campus digital network, social media and on-campus experiential campaign activity.
“Locate by oOh!’s Study network, UniJunkee and oOh! EDGE, worked together in unison to launch ALT in a compelling way,” Cadwallader said.
“Unique and authentic content for the Keep Doing You campaign was sourced and curated by Uni Junkee, with the content and advertising then running across oOh! Locate’s Study network in 90 universities nationally.
“The Keep Doing You campaign activation did not stop there. oOh!’s experiential team EDGE put 40,000 ALT samples in the hands of millennials across five universities, including the University of Sydney and Deakin University, during ‘O-Week’ earlier this year,” Cadwallader said.
Latest News
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.