Stockland and Charter Hall are set to upgrade the retail advertising experience across more than 90 shopping centres nationally following a new partnership with media company oOh!media.
The new long-term agreements will see oOh! refresh 39 large, medium and local Stockland centres, with the installation of more than 240 new digital Shopalive panels.
The agreement also sees the addition of new large-format EVOKE screens in 19 centres and content including video, current affairs, entertainment and local news, along with advertising.
Furthermore, retail advertising will be upgraded in 56 Charter Hall centres throughout the country, 13 of which are new centres to the oOh! portfolio. This includes the addition of 250 new digital Shopalive panels.
Blair Hamilford, retail group director at oOh!, said the long-term agreements strengthen the company’s leadership position in retail advertising and expand its digital footprint to give advertisers more opportunity to engage with audiences where it counted.
“We are delighted to continue our positive long-term relationship with Stockland and its mix of national centres, which combined generate more than $6.7 billion in retail sales per annum,” he said.
“We are also delighted to be extending our long-standing partnership with Charter Hall to include 13 new centres.
“This gives us exclusivity of internal advertising across Charter Hall’s national convenience-based, non-discretionary supermarket anchored portfolio of centres, which generate more than 150 million customer visits annually, resulting in more than $5 billion in annual sales.
“Combined, these centres add great coverage and value to our retail offering, providing advertisers with access to environments where they can connect with audiences when they’re in a mindset that is more receptive to product information.
“oOh! retail advertising has proven to be a powerful media channel. A recent independent market mix modelling study looking at $7 billion in media spend, carried out by Analytic Partners, showed oOh!’s retail advertising drives 48 per cent greater return on investment when compared to TV advertising.”
“By combining our digital retail panels with our data and analytics offering powered by Quantium, oOh! helps advertisers build greater engagement with more effectively targeted audiences like never before.”
Charter Hall’ s retail CEO, Greg Chubb, said oOh! has proven to be a strong partner that ensured its centres had the very best quality inventory and innovative solutions for the benefit of advertisers and shoppers.
“As an active manager, we are always looking to create new revenue streams with leading partners that benefit our investors, tenants and shoppers,” he said.
“oOh! is the leader in retail media, and are working with us to provide a more enjoyable and convenient shopper experience.”
Tony Tsekouras, national leasing manager at Stockland, said the company was pleased to extend its relationship with the out-of-home giant.
“oOh! has been a valued partner of Stockland retail centres for more than a decade and has helped us not only reach a larger audience, but has played an important role in helping us create quality spaces for our communities to enjoy,” he said.
The new long-term contracts follow on from oOh!’s recent contract win to manage in-centre advertising for Top Ryde City, which attracts more than 12.8 million visitors per annum.
oOh!’s retail media inventory now consists of more than 8,000 classic and digital panels in over 530 centres across the country, including over 1750 digital Shopalives, 55 fully interactive EXCITE panels and more than 90 large-format EVOKE screens.