oOh!Media’s upfronts delivered the goods, revealing that it is diving further into programmatic, adapting a new tool Polygraph and cementing 3D Anamorphic dominance with oOh! Dimensions.
Retail brands using full motion dynamic creative on oOh!media’s network saw a 187 per cent increase in buyers, results from POLYGRAPH, a new proprietary creative effectiveness tool from oOh! has revealed.
Launched at oOh!s Outfront, POLYGRAPH measures the impact Out of Home creative executions have on actual purchase behaviour, following analysis by Quantium of 130 previous oOh! campaigns.
POLYGRAPH, from oOh!’s creative and innovation hub POLY, assessed key campaign features and attributes including context, colour, logo size, call to action, packshot, use of talent, video, number of creatives and more, to understand the key components of Out of Home creative success.
Customer transactional data also saw campaigns that ran on oOh!’s network which used full motion dynamic creative drove five times the proportion of new customers purchasing the brand.
Across oOh!’s street furniture network, brands that featured less than six words of copy, so ads were easily visible to passing drivers, saw the number of buyers increase by 44 percent.
Neil Ackland, chief content, marketing and creative officer, oOh! and CEO of POLY said: “One of the challenges we hear constantly from agencies and brands when creating outdoor advertising is how to prove what are the creative drivers that increase creative effectiveness. POLYGRAPH is the answer to this question. By identifying the types of creative that have delivered the highest shift in consumer product purchases, we have unlocked the relationship between the art and science in Out of Home.
“oOh!’s investment in POLYGRAPH adds an additional layer of data-based creative insights for our advertising partners, delivering greater returns on investment and making brands unmissable.”
POLY launched earlier this year with a mission to push the creative boundaries by engaging with agencies and clients to inspire and educate them on the creative possibilities within Out of Home.
oOh!media is also launching a number of initiatives to make buying across its digital Out of Home network easier with an expansion of programmatic trading.
At its inaugural Outfront, Australia’s largest Out of Home media company also announced a new product innovation to maximise full motion video advertising and a major study to understand changes in how Australians move.
Programmatic trading expanded
Following the launch of programmatic trading across billboards and street furniture screens in November last year, oOh! is expanding its programmatic offering with additional inventory across its Office and Retail networks.
With the unrivalled scale of oOh!’s Office network, programmatic trading is now available across 460 office towers around Australia, enabling greater flexibility and agility for advertisers to reach the highly sought after business professional audience.
oOh! is also bolstering its Retail offering, opening access to high value portrait retail panels across select shopping centres nationwide.
With a network of more than 500 large, medium and small shopping centres, oOh! allows advertisers to target quality audiences in highly contextualised environments.
Cathy O’Connor, CEO, oOh! said: “Our strategy with programmatic digital Out of Home has been considered and deliberate, to complement, not contradict, what makes our channel unique. Extending programmatic trading in Office and Retail will deliver advertisers diverse, quality localised environments and hyper targeted audiences at scale.”
Maximising social video advertising with oOh! motion
Following the exponential growth of social video, oOh! is bringing down the barriers to make it simpler for brands to extend social video advertising assets on oOh!’s national digital network.
oOh! motion is a new product innovation delivering full motion video across more than 9,000 screens throughout oOh!’s portrait digital video network.
Reaching 14.5 million or more than 70 percent of Australians each week in premium, indoor and high dwell environments, oOh! motion enables brands to effectively leverage video advertising created for social video, to engage with Out of Home audiences at scale and with impact.
oOh! motion can also overlay consumer transactional data in Retail, Study, Rail, Office, and Fly to create tailored campaigns that ensures brands are reaching the right audiences without wastage and creating unmissable opportunities for brands.
Aussies on the move
With Out of Home audiences now returned and growing, how people interact and move through the world around them is evolving. oOh! is investing to understand the latest audience movement trends with a major study into ‘How Aussies Move’.
Launching in early 2023, ‘How Aussies Move’ will reveal the future of work, travel, health and more, providing advertisers with the most current insights on how to best connect with audiences as they transition across Out of Home environments.
The study with research partners, Pollinate, will also enable oOh! to take a future focused view on city infrastructure, transport and consumer behaviour, ensuring Out of Home investments are maximised to meet changing travel patterns.
O’Connor said: “Gaining a deeper understanding of audiences and the role Out of Home plays in driving consumer action will remain a key focus for oOh! in 2023. How Aussies Move will highlight how people are moving, utilising and experiencing Out of Home public spaces, where they live, work and play. These insights ensure oOh! will remain ahead of the curve and provide increased visibility to inform campaign planning and brand success.”
oOh!media is also expanding its unique, market leading full motion 3D Anamorphic offering, with the launch of oOh! dimensions, taking its screens and technology to the next level and providing an enhanced service for advertisers and agencies.
As the only Out of Home media company in Australia with full motion 3D Anamorphic assets, oOh! has partnered with leading local and international brands including Uber, BINGE, Disney and more, to deliver unmissable, attention grabbing campaigns at The Bourke and Emporium sites in Melbourne.
Demand from advertisers and agencies wanting to launch immersive 3D Anamorphic brand experiences with oOh! has grown exponentially over the past six months, with forward bookings surging in 2023.
oOh! dimensions sees an investment in new capabilities, screen locations and technology that will bring new 3D Anamorphic opportunities to market and help simplify the process from creative through to production. This will result in even more breathtaking and impactful 3D Anamorphic campaigns exclusively with oOh!.
Supporting oOh! dimensions are experts from creative and innovation hub, POLY, who will guide agencies and brands with the development of creative ideas and push the boundaries of what is possible with this innovative new creative format.
oOh! chief content, marketing and creative officer and CEO of POLY, Neil Ackland, said: “When it comes to 3DA, it’s really all about full-motion capabilities. oOh! is home to the only full motion 3D Anamorphic assets in Australia. Following huge demand, oOh! dimensions brings all our capabilities together, streamlining and simplifying the creative and production process to drive greater creativity and deliver better outcomes for advertisers by making their brands unmissable.”
