A new oOh!media (oOh!) campaign for NAB bank is using interactive high res 4K digital panels in branches across Sydney and Melbourne, but does not have any print elements.
The Mobile Excite network of panels have a multi-touch screen, Kinect 2.0 gesture control, voice recognition, web-cam, audio and 4G connection and are designed to get customer engagement.
Blair Hamilford, group director Retail, oOh! says that the Mobile Excite network provides advertisers with an opportunity to engage their audience. “The average two-week retail Excite campaign generates over 30,000 interactions so we know the interactivity of the screens creates a massive level of cut-through in busy environments.
“What we are able to do with the Mobile Excite network is achieve that same level of interactivity and engagement for an audience in virtually any environment an advertiser wants.”
The campaign follows from oOh!’s commitment to progressively digitise its assets, while saying that ‘classic panels remain key to our business’.
The company says this year’s acquisition of Cactus Imaging displays that the company still recognises the value of static advertising, despite major investments in digital.
General manager of Cactus Imaging, Keith Ferrell says that printers should not view digital as a toothed tiger.
"Some people see it as a threat, I actually see it as an opportunity believe it or not. There are opportunities in digital for companies providing outdoor if they have their house in order," he tells Australian Printer.
"I believe that static print combined with digital billboards becomes a strong mix. It is really up to the print companies to be able to start turning things around in 24 hours, and that is where I see the opportunities."
As it currently stands, 45.6 per cent of oOh!media’s total revenue comes from digital, up by 50 per cent from 31.6 per cent last year.
Print accounts for $182.8m of oOh!s $336.1m revenue in its most recent financial report.
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