oOh!media is launching a number of initiatives to make buying across its digita out-of-home network easier with an expansion of programmatic trading.
At its inaugural Outfront, Australia’s largest outdoor media company also announced a 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.
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.
CEO Cathy O’Connor 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 making 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% 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.
Australians on the move
With OOH 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 oOh!’s research partner, Pollinate, will also enable them to take a future focused view on city infrastructure, transport and consumer behaviour, ensuring OOH investments are maximised to meet changing travel patterns.
O’Connor said: “Gaining a deeper understanding of audiences and the role OOH 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 OOH 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.”
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