oOh!media expands digital roadside footprint leveraging data and insights
By Rajiv Raghunath - June 26, 2019
The data-led approach helps oOh! In developing sites that deliver superior audience metrics
Australia’s oOh!media has grown its roadside digital inventory to more than 140 signs with the recent conversion of new sites using its world leading data and insights including reach and frequency, buyergraphics and movement behaviours. Over the past month, the company has added four premium digital signs in southern Sydney and a further eight digital billboards in Queensland.
oOh!’s Chief Commercial & Operations Officer Noel Cook said the expansion of the digital roadside portfolio was strategically driven to deliver premium sites that enabled advertisers to be more dynamic and targeted with their audiences. “In addition to a qualitative review of our sites, our investment decisions on digitisation is now also backed up by our leading data tools to identify quality locations from our already impressive inventory that will provide even more powerful audience-led opportunities for our advertisers,” Cook said.
“This new data-led approach to our inventory management allows us to be more focused on developing sites that strengthen our audience metrics and therefore helps advertisers better reach more of their audiences.
“These new digital sites extend our buyergraphic performance across many key metrics for industries including, but not limited to, automotive, finance and insurance.
“By digitising these prime audience sites, we are also providing advertisers the opportunity to capture the attention of audiences through contextually relevant targeting of creative based on the time of day, the temperature or current events that relate back to the product.
“And through our Classic billboards we continue to provide advertisers the big impact awareness that OOH has become recognised for.
“Now more than ever, we can help advertisers achieve real impact and high levels of engagement through our roadside inventory, coupled with rich data, research and insights to help better pinpoint their audiences.”
Cook said the new digital signs include four new premium overbridge signs in the southern part of Sydney, which has traditionally been a hard market to advertise using OOH.
“Combined, these four signs help advertisers reach two in three motorists travelling to and from the southern part of Sydney towards the city every fortnight,” Cook said.
“In addition to that we have added eight new signs in Brisbane to extend oOh!’s large format digital coverage to the city’s northern and eastern pockets. The data driven approach will continue to be part of our decision-making process in looking at what sites we will digitise with state-of-the-art screens from our market leading OOH portfolio.”
The roadside digital portfolio forms part of oOh!’s unparalleled and market leading digital network of more than 9,500 media assets across its network including Retail, Commute, Fly, and Locate environments.