Out of home giant oOh!media is set roll out its biggest installation of large format digital screens across regional Australia as part of a new agreement with real estate developer Lendlease.
The partnership will see nine screens installed across seven shopping centres in regional Australia – Erina Fair and Macarthur Square in New South Wales, Sunshine Plaza, Caneland Central and Cairns Central in Queensland, Craigieburn Central in Victoria and Lakeside Joondalup in Western Australia.
The giant digital screens spanning 8 by 4.6 metres will not only feature advertising messages but also a range other content including news, weather updates and community announcements.
oOh! says the new screens will also be its most energy efficient models yet, requiring 40 per cent less power than previous versions.
Commercial director of oOh! Retail, Blair Hamilford says, “These screens will become part of our Evoke series, which enables advertisers to get their messages to millions of shoppers each week, and easily tailor their messaging according to the time of day, date, news, events or weather.”
oOh! has also revealed the results of its Walking Wounded case study which measured the impact of out of home as an advertising medium.
Launched in January, the campaign marketed the Walking Wounded charity which supports returning veterans grappling with post-traumatic stress disorder (PTSD).
The study found the Walking Wounded campaign reached 86 per cent of Australians in its first three weeks. oOh! also reports that brand awareness of the charity spiked from 15 per cent to 29 per cent, and one in four people who saw the campaign went on discuss the issue of PTSD with friends or family.
Commenting on the results, oOh! CEO Brendon Cook says, “The campaign, which drew on our insights and innovation across our audience environments, forced a serious issue into the national headlines and drove a measurable response among everyday Australians through multi-channel integration and contextual relevance, using both our classic and dynamic inventory.
“While once out of home was seen as the domain for big brand presence and broadcasting a single message, it is now a new media that is driving more targeted engagement and driving offline and online engagement between brands and their audiences.”
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