Outdoor company Ooh!Media has added nearly 3000 more screens to its growing portfolio, following the $45 million acquisition of digital outdoor business Inlink.
Ooh!Media CEO Brendon Cook said the deal "cements” its position as delivering Australia’s largest reaching digital sign network, which builds “deep engagement” between advertisers and their audiences, extending the connection beyond physical signs to mobile, social and online environments.
Inlink has about 260 advertisers on its books, 10-year average lease terms, proprietary technology in the lift space and a "significant digital/Wi-Fi platform, spanning offices, cafes, fitness and more. It claims to have access to a premium captive audience of 2.2 million affluent consumers and business decision-makers
“Wi-Fi enables brands to run responsive interactive campaigns that directly connect with audiences and can engage with them beyond the screen on their mobile device,” Cook said.
“Furthermore, it provides us with more data to help advertisers gain greater insights into their audiences and their purchasing journey.”
He said by adding Inlink’s network of more than 2800 digital signs in key capital cities, it is able to expand into office towers and boost its reach in all CBDs across the country.
In August, AdNews reported on how office-based media company Inlink had begun a trial of beacon technology in Sydney’s CBD to discover new information about executives who work in the city’s biggest office blocks.
It uses beacon technology to push information from the location back to the company in order to predict when and where an audience will be receptive at any time.
Cook added: “Office tower media enables advertisers to tap into the hard to reach and influential purchasing power of the CBD audience and when coupled with our existing products will add more reach and frequency, which will be attractive to existing and new advertisers.”
Inlink will be merged with Ooh!Media's Place Based operating division and will leverage Ooh’s shared services structure.
“This significantly increases the Digital Place Based Media offering, which enables advertisers to run targeted messages to their audiences in specific locations such as cafes, sports and fitness centres, universities and hotels,” Cook said.
Speaking to AdNews in December last year, Inlink MD Oliver Roydhouse said he was on a quest to break down any stigmas associated with the sector – such as lacklustre screens and poor targeting opportunities.
“Clients have moved from beyond the office-block (lifts and lobbies) screen only. While they very much still want this, they now also want to link this into online and into interactive pop-up campaigns in surrounding spaces. This creates a far more integrated and interactive offering,” Roydhouse said at the time.
“Advertisers are putting more thought into office-based media campaigns and are wanting to engage with target audiences on a much deeper level. This is a trend that we see continuing in 2015 and is something we also want to help develop even further.”
Want more on this deal? Check out the ASX investor presentation here.
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