oOh!media held its upfronts — or, rather Outfronts — at Calyx in Sydney’s Royal Botanic Gardens.
Chief among the new announcements was its renewed commitment to Sydney’s eastern suburbs’ affluent residents, its launch into Australian retail media with Queensland’s Drakes Supermarkets and oOh! outcomes, its new campaign measurement system. Mercifully, there was nary a mention of artificial intelligence.
Premium Sydney Sites
oOh!media proudly told attendees that Woollahra Council selected oOh! to deliver and manage a comprehensive Out-of-Home Street Furniture network reaching some of the country’s most exclusive suburbs such as Double Bay, Bellevue Hill, Darling Point, Point Piper, Dover Heights, Vaucluse, Rushcutters Bay, Watsons Bay, Rose Bay, Edgecliff, Woollahra and Paddington. These customers have a weekly family income over twice the national average, making them ideal customers for advertisers to reach, according to oOh!.
The company will install close to 80 new-to-market digital screens across Woollahra Council. Utilising LED, which are 70 per cent more efficient than LCD screens, the new network will also run on green power.
Robbie Dery, chief commercial operating officer, oOh! said: “oOh! now holds the keys to brand new, premium locations and affluent audiences in parts of the harbour city never available to Out of Home before”.
oOh! recently won the competitive tender for Sdyney’s Metro City & Southwestern line. The company will build a 100 per cent fully digital network of more than 50 digital screens inclusive of 20 large format sites including large format portrait panels to reach premium commuters at eight new strategically positioned CBD stations —Barangaroo, Martin Place, Gadigal (Pitt Street), Crows Nest, Victoria Cross (North Sydney), Waterloo and new Metro platforms at Central and Sydenham.
oOh! also picked up the contract for Sydney Metro’s Martin Place integrated station precinct. Again oOh! will install and manage premium digital screens, including large format, full motion 3D Anamorphic sites to reach these premium customers.
“Sydney Metro, Sydney Metro Martin Place and Woollahra will deliver a brand new, fully digital advertising network, including large format, full motion 3D Anamorphic for the very first time in the city, making it easier for brands to connect with high-end audiences at traditionally hard to reach places,” added Dery.
Drakes Supermarkets Comes on board for Retail Media
oOh!’s retail media business, reooh, announced that Drakes Supermarkets has become its first Australian retail media partner. The family-owned business is Australia’s largest independent grocery retailer with 66 stores across South Australia and Queensland, an annual turnover of in excess of $1.1 billion and more than 5,000 employees.
Reooh will build and manage a state-of-the-art in-store digital screen network for Drakes Supermarkets with the rollout underway, enabling brand partners to connect with consumers along the path to purchase
Michael Connolly, general manager, merchandise and marketing, Drakes Supermarkets said: “Building an in-store retail media network across our stores enables us to connect brand partners with our customers in an engaging and timely way, when they are closest to the point of purchase. oOh!’s reooh are proven leaders in building Out of Home digital retail networks and we have chosen to leverage those capabilities as we extend our retail media journey”.
Neil Ackland, chief content, marketing and creative officer, oOh!media added: “Drakes Supermarkets recognises that activating an in-store digital retail media network now gives them an operational and competitive advantage. Not only does it drive additional revenues to its own bottom line and that of its brand partners, it also offers utility to customers at the final stage of their purchasing journey”.
“This marks reooh’s first Australian partnership and we will leverage our expertise in retail media to deliver a future-proof in-store retail media network. We are in active discussion with a number of other Australian retailers and will make further announcements in due course”.
Drakes Supermarkets joins New Zealand’s largest retailer, The Warehouse Group, which was recently announced as reooh’s foundation client, to oOh!’s retail media roster.
oOh! outcomes campaign performance measurement
oOh! outcomes provides advertisers and agencies with behaviour-based data across 800 buyer segments mapped to every one of oOh!’s 35,000 sites. This data offers detailed insights into total campaign performance, including sales uplift, conversion of new and existing buyers; market share shift; and uplift in brand and category buyers.
Leveraging the exclusive Out of Home agreement with Unpacked by Flybuys, the insights, data and measurement division of Flybuys, and the partnership with Westpac DataX, oOh! has the capability to tap into consumer behaviour across more than 12 million customers.
In addition to FMCG and retail, oOh! outcomes is expanding to more client categories than ever before, including finance, insurance, all beverages, auto, entertainment and government.
“oOh! outcomes is the most extensive reporting suite available in Out of Home, making it easier to see the direct effect Out of Home campaigns has on performance when Out of Home plays a role,” said Bel Harper, executive group director – product strategy, oOh!.
“oOh! has already measured the results of 16 campaigns with its new partners, Flybuys and Westpac DataX, across categories ranging from FMCG, to retail, pharmaceuticals, skincare and auto. On average, campaigns using Out of Home have seen an uplift of 25 per cent in sales, and in combination with TV and digital have seen a 40 per cent uplift,” she continued.
However, the oOh! outcomes suite will only be available to customers buying at least half of their media schedule with oOh!. This is a change from before, though, when oOh! only reported on exclusive campaigns.
Sustainability in OOH
oOh! announced a new partnership with Greening Australia – a national not-for-profit organisation, with over 40 years of experience restoring Australia’s diverse landscapes and protecting biodiversity – was announced.
oOh! will provide pro bono advertising to drive awareness of Greening Australia and its creative and innovation hub POLY will develop end-to-end, creative campaigns, to highlight Greening Australia’s important land restoration work across oOh!’s Out of Home digital network.
Kate Smith, director of marketing, communications and director of Greening Australia Foundation said: “We welcome the opportunity to partner with oOh! to highlight the urgent need for environmental restoration across Australia. Together we can tell the story of our work and let people know how they can support us in our goals of protecting biodiversity and our unique landscapes to enable communities, economies, and nature to thrive.”
oOh! will roll out its fully recyclable, closed-loop and PVC-free Ecobanner across its large format billboard sites — including the Glebe Island Silos in Sydney which are also 100 per cent powered by renewable energy. In 2024, it will become the default product for large-format billboards.
Finally, the firm announced that it would be accelerating its decarbonisation efforts and exploring moving its entire OOH network to sustainable energy and it is also looking into electrifying its operational fleet.
Paul Sigaloff, chief revenue and growth officer, said: “As Australia’s largest Out of Home media company, oOh! recognises the important role we play in driving the sector to a sustainable future. We want to ensure that our business has a positive impact, one that is good for the world, good for society and good for our partners. We have invested in a permanent ESG team who are guiding our strategy from the board down, and one which is embedded across all areas of the company.
“The collaboration with Greening Australia, the full rollout of Ecobanner and plans to accelerate the decarbonisation of the business are just a sample of how oOh! will grow sustainably in 2024 to reach the future faster”.
