Tuesday, March 5, 2024

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    oOh! Outfront 2024: Every announcement

    oOh! launches premium Sydney Out of Home network including more than 800 digital faces


    oOh!media will launch more than 800 digital faces, including large and small format advertising screens across its brand-new premium Sydney network, and for the first time in Sydney’s CBD – large format, full motion 3D Anamorphic screens.

    Set to launch in 2024, oOh! will exclusively unlock unparalleled premium locations, reaching premium audiences in parts of the city previously unavailable to Out of Home advertisers in the heart of Sydney’s civic, cultural and business district, the lower north shore and eastern suburbs. 

    oOh! is also launching multiple large format, full motion 3D Anamorphic assets at key Sydney Metro locations and Sydney’s Martin Place precinct enabling brands to connect with audiences in more impactful ways.

    Sydney Metro

    oOh!, which recently announced the major competitive tender win of the flagship Sydney Metro City & Southwest line, will build a 100% fully digital network of more than 50 digital screens inclusive of 20 large format sites including large format portrait panels. 

    Reaching premium commuters at eight new strategically positioned CBD stations – Barangaroo, Martin Place, Gadigal (Pitt Street), Crows Nest, Victoria Cross (North Sydney), Waterloo and new Metro platforms at Central and Sydenham – oOh! states they will revolutionise the travelling experience in the CBD with state-of-the-art architecture and technology.

    Sydney Metro Martin Place 

    Complementing the Sydney Metro win, oOh! also secured the Sydney Metro’s landmark Martin Place integrated station precinct. oOh! will install and manage premium digital screens, including large format, full motion 3D Anamorphic sites.  

    Set to become a destination for Sydneysiders and visitors, the development includes the Sydney Metro Martin Place Station, two new commercial buildings above the station – one of which will be home to Macquarie’s global headquarters – vibrant and diverse retail and premium dining spaces and a new underground connection for Martin Place Station customers. oOh!’s long-term contract will allow advertisers and brands to connect with premium audiences in the heart of the city’s civic, cultural and business district.

    Woollahra Council

    Australia’s most affluent local government area is open to Out of Home advertising for the first time. With a weekly family income over twice the national average, Woollahra Council selected oOh! to deliver and manage a comprehensive Out of Home Street Furniture network reaching some of the country’s most exclusive suburbs such as Double Bay, Bellevue Hill, Darling Point, Point Piper, Dover Heights, Vaucluse, Rushcutters Bay, Watsons Bay, Rose Bay, Edgecliff, Woollahra and Paddington.

    oOh! will install close to 80 new to market digital screens across Woollahra Council. Utilising LED, which are 70% more efficient than LCD screens, the new network will also run on green power.

    Robbie Dery, chief commercial operating officer, oOh! said: “oOh! now holds the keys to brand new, premium locations and affluent audiences in parts of the harbour city never available to Out of Home before.

    “Sydney Metro, Sydney Metro Martin Place and Woollahra will deliver a brand new, fully digital advertising network, including large format, full motion 3D Anamorphic for the very first time in the city, making it easier for brands to connect with high-end audiences at traditionally hard to reach places.”

    oOh!media’s reooh announces Drakes Supermarkets as their first Australian retail media partner

    oOh!media’s retail media business, reooh, announced at oOh!’s Outfront that Drakes Supermarkets has become its first Australian retail media partner.

    Reooh will build and manage a state-of-the-art in-store digital screen network for Drakes Supermarkets with the rollout underway, enabling brand partners to connect with consumers along the path to purchase. 

    Drakes Supermarkets is a family-owned business and Australia’s largest independent grocery retailer with 66 stores across South Australia and Queensland, an annual turnover of in excess of $1.1 billion and more than 5,000 employees. 

    Michael Connolly, general manager merchandise and marketing, Drakes Supermarkets said: “Building an in-store retail media network across our stores enables us to connect brand partners with our customers in an engaging and timely way, when they are closest to the point of purchase. oOh!’s reooh are proven leaders in building Out of Home digital retail networks and we have chosen to leverage those capabilities as we extend our retail media journey.”

    Reooh is a turn-key solution allowing retailers to build an in-store screen network quickly and at scale to generate incremental revenues as part of a holistic retail media offering. Drawing on the capabilities and experience of oOh!’s retail network, where it currently manages and monetises over 8,000 assets across 550 retail centres in ANZ, reooh brings Out of Home from outside the store, inside the store. 

    Neil Ackland, chief content, marketing and creative officer, oOh!media added: “Drakes Supermarkets recognises that activating an in-store digital retail media network now gives them an operational and competitive advantage. Not only does it drive additional revenues to its own bottom line and that of its brand partners, it also offers utility to customers at the final stage of their purchasing journey.”

    “This marks reooh’s first Australian partnership and we will leverage our expertise in retail media to deliver a future-proof in-store retail media network. We are in active discussion with a number of other Australian retailers and will make further announcements in due course.”

    Drakes Supermarkets joins New Zealand’s largest retailer, The Warehouse Group, which was recently announced as reooh’s foundation client. Working with The Warehouse Group’s retail media arm, MarketMedia, reooh will install more than 330 freestanding and window screens at 60 Noel Leeming and The Warehouse stores. 

    Jonathan Waecker, chief customer and sales officer, The Warehouse Group, said: “Reooh was the right partner for The Warehouse Group because of their expertise in this space. They are the undisputed leader in the Australia and New Zealand market when it comes to outdoor advertising, and they were absolutely the right partner for us. In fact, fast forward to where we are today, and in just a matter of weeks our partnership with reooh has gone from signing a deal to installing screens across 330 stores across the entire network, with the first screens in the ground.”

    oOh!media launches oOh! outcomes

    oOh!media has unveiled plans to deliver the most extensive, data-led campaign planning and performance suite in Australian Out of Home, with the launch of oOh! outcomes. 

    oOh! outcomes provides advertisers and agencies with behaviour-based data across 800 buyer segments mapped to every one of oOh!’s 35,000 sites. This data offers detailed insights into total campaign performance, including sales uplift, conversion of new and existing buyers; market share shift; and uplift in brand and category buyers. 

    Leveraging the exclusive Out of Home agreement with Unpacked by Flybuys, the insights, data and measurement division of Flybuys, and the partnership with Westpac DataX, oOh! has the capability to tap into consumer behaviour across more than 12 million customers.

    In addition to FMCG and retail, oOh! outcomes is expanding to more client categories than ever before, including finance, insurance, all beverages, auto, entertainment and government. 

    Bel Harper, executive group director – product strategy, oOh! said: “oOh! continues to lead the industry in understanding not just who and how many people campaigns can reach, but how Out of Home, in isolation or combination with other media, plays a pivotal role in influencing consideration and ultimately purchase. 

    “So today we announce the next evolution in helping agencies and brands understand total campaign performance using real, tangible results that are clearly measurable and attributable. oOh! outcomes is the most extensive reporting suite available in Out of Home, making it easier to see the direct effect Out of Home campaigns has on performance when Out of Home plays a role.”

    oOh! has already measured the results of 16 campaigns with its new partners, Flybuys and Westpac DataX, across categories ranging from FMCG, to retail, pharmaceuticals, skincare and auto. On average, campaigns using Out of Home have seen an uplift of 25% in sales, and in combination with TV and digital have seen a 40% uplift.*

    oOh! also announced that the full oOh! outcomes suite, with access to Unpacked by Flybuys and Westpac DataX, will be offered to all customers buying a minimum 50% of their media schedule with oOh!. 

    Harper added: “Previously we reported on campaigns exclusive to oOh!. By opening up our data offering to include other Out of Home providers we believe this will drive an even greater accountability for the Out of Home sector and a deeper understanding of total campaign performance.”

    oOh!media reveals their plans for a more sustainable future

    oOh!media unveiled plans to lead the Out of Home industry to a more sustainable future, including a partnership with environmental not-for-profit organisation Greening Australia, accelerated decarbonisation and the comprehensive rollout of Ecobanner.

    oOh! established a dedicated Environmental, Social and Governance (ESG) team, which now has a full-time team of three, a year ago. oOh!’s ESG strategy is embedded throughout the business’s operations, company culture and communities it operates, reflecting one of its values to ‘Grow Sustainably’.

    Greening Australia partnership

    At oOh!’s Outfront ‘24, a new partnership with Greening Australia – a national not-for-profit organisation, with over 40 years of experience restoring Australia’s diverse landscapes and protecting biodiversity – was announced. 

    oOh! will provide pro bono advertising to help drive visibility of Greening Australia’s brand awareness and create impact in metro and regional locations to educate and inspire consumers about environmental restoration.

    oOh!’s creative and innovation hub POLY will develop end-to-end, creative campaigns, to highlight Greening Australia’s important land restoration work across oOh!’s Out of Home digital network.

    Kate Smith, director of marketing, communications and director of Greening Australia Foundation said: “We welcome the opportunity to partner with oOh! to highlight the urgent need for environmental restoration across Australia. Together we can tell the story of our work and let people know how they can support us in our goals of protecting biodiversity and our unique landscapes to enable communities, economies, and nature to thrive.”

    Ecobanner rollout 

    As part of an intention to reduce the amount of waste going into landfill, oOh! has become the first media company in Australia to use Ecobanner – a fully recyclable, closed loop capable and PVC free material that is also highly durable. 

    The innovative Australian designed and developed material is suitable for oOh!’s large format billboard sites – including the Glebe Island Silos in Sydney which are also 100% powered by renewable energy.

    Following the launch of Ecobanner at the Glebe Silos in August, oOh! is extending its roll to make it the default product for large format billboards in 2024, providing advertisers with more environmentally sustainable options to connect with audiences at scale while making brands unmissable. 

    Accelerated decarbonisation  

    oOh! also reinforced its commitment to building out a strategy for a decarbonisation of the business. As part of the long-term strategy, more than 8,000 oOh! assets across Australia and New Zealand have already been converted to renewable energy, including solar and green power, with 2,400 switched over the past 12 months. In addition, all 17 of oOh!’s depots and offices are now running on renewable energy. It follows the net-zero certification of oOh!’s New Zealand operations earlier this year.

    In the coming year oOh! will supercharge the transfer of its Out of Home network to sustainable energy and is exploring the electrification of its operational fleet.

    Paul Sigaloff, chief revenue and growth officer, said: “As Australia’s largest Out of Home media company, oOh! recognises the important role we play in driving the sector to a sustainable future. We want to ensure that our business has a positive impact, one that is good for the world, good for society and good for our partners. We have invested in a permanent ESG team who are guiding our strategy from the board down, and one which is embedded across all areas of the company.  

    “The collaboration with Greening Australia, the full roll out of Ecobanner and plans to accelerate the decarbonisation of the business are just a sample of how oOh! will grow sustainably in 2024 to reach the future faster.”

    The post oOh! Outfront 2024: Every announcement appeared first on Mediaweek.

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