Outdoor media company oOh will build three new digital billboards as part of its strategic focus to increase digital inventory across major Australian roadsides. The new digital billboards will all be featured on Sydney’s major traffic corridor – the Southern Cross Drive, which connects the Sydney CBD with Sydney airport and the southern suburbs. The digital billboards will add to the company’s growing Signature Collection of digital billboards that already feature Australia’s largest digital billboard displayed at Brisbane’s Story Bridge.

Queensland Story Bridge

The company says its inventory Signature Collection will also include two of Australia’s largest full motion digital billboards – The Emporium and the six storey high The Bourke – both in Melbourne, Victoria are expected to become operational after June. Brendon Cook, CEO of oOh Media, says the additional signs on a major traffic corridor signalled the next phase of the company’s digital strategy, which started three years ago. He says the outdoor media company’s strategy deliberately focused on getting the right mix of digital and static inventory in the retail, airport and place-based environments. Cook says, “This has resulted in the development of the largest reaching digital out-of-home (OOH) network in the country, consisting of over 2000 digital signs that are all underpinned by Australia’s most advanced proprietary content management system – Argyle. “We now have a clear focus on increasing the footprint of premium high demand digital billboards on roadsides across Australia.” He says the three new digital billboards will have direct impact on the Sydney Airport precinct and have a reach of 1.7 million contacts each month. “In addition to increasing the number of digital billboards, we will continue to look at innovative ways to help advertisers gain deeper connection with consumers such as our world first campaign for Porsche which used vehicle recognition technology to determine the digital advertising displayed”, Cook says. The three premium digital sites on Southern Cross Drive are due to be ready for advertisers by mid-June.

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