oOh! Media is continuing its digital expansion signing a long term agreement with retail centres Stockland and Charter Hall where the company will upgrade more than 90 centres across Australia.
This agreement will see oOh! install 350 digital Shopalive panels across 39 large, medium and local Stockland centres. There will also be new large-format Evoke screens in 19 centres and content including video, current affairs, entertainment and local news along with advertising.
For Charter Hall, 56 of its centres will see an upgrade on its retail advertising with 250 new digital Shopalive panels.
[Related: Digital surpasses traditional at oOh!]
Blair Hamilford, retail group director at oOh! says the long-term agreements strengthened the company’s leadership position in retail advertising and expanded its digital footprint to give advertisers more opportunity to engage with audiences where it counted.
“We are delighted to continue our positive long-term relationship with Stockland and its mix of national centres, which combined generate more than $6.7bn in retail sales per annum.
“We are also delighted to be extending our long-standing partnership with Charter Hall to include 13 new centres. This gives us exclusivity of internal advertising across Charter Hall’s national convenience based, non-discretionary supermarket anchored portfolio of Centres, which generate more than 150 million customer visits annually resulting in more than $5bn in annual sales.
“Combined, these centres add great coverage and value to our retail offering, providing advertisers with access to environments where they can connect with audiences when they are in a mindset that is more receptive to product information.
“oOh! Retail advertising has proven to be a powerful media channel. A recent independent market mix modelling study, looking at $7bn in media spend – carried out by Analytic Partners, showed oOh!’s Retail advertising drives 48 per cent greater return on investment when compared to TV advertising.
“By combining our digital retail panels with our data and analytics offering powered by Quantium, oOh! helps advertisers build greater engagement with more effectively targeted audiences like never before.”
[Related: oOh! drives its digital strategy]
Greg Chubb, Retail CEO, Charter Hall says, “oOh! has proven to be a strong partner that ensured its centres had the best quality inventory and innovative solutions for the benefit of advertisers and shoppers.”
Tony Tsekouras, National Leasing Manager for Stockland says “oOh! has been a valued partner of Stockland retail centres for more than a decade and has helped us not only reach a larger audience, but has played an important role in helping us create quality spaces for our communities to enjoy,”
The new long-term contracts follow on from oOh!’s recent contract win to manage in-centre advertising for Top Ryde City which attracts more than 12.8 million visitors per annum.
oOh!’s retail media inventory now consists of more than 8000 classic and digital panels in over 530 centres across the country, including over 1750 digital Shopalives, 55 fully interactive Excite panels and more than 90 large format Evoke screens.
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