Australia’s largest outdoor advertising company, oOh! Media, now lights up Brisbane skies with a screen that not only proves size does matter, but has the capability to carry dynamic targeted messaging using parting technology which enables advertisers to make their advertising relevant to time, date, news, events or weather.
The big digital billboard currently dynamically displays good luck messages to the Socceroos as well as weather and day parting messages including an AM message of “Good morning Brisbane” before changing to “Good Afternoon Brisbane, Drive Safely” in the afternoon.
CBUS, Echo Entertainment – Moonlighting and the Liberal and National Party are among the first to advertise on the new billboard which will deliver a cumulative audience reach of almost 2.5 million contacts each month.
The massive 190 metre squared billboard is the first of oOh!’s national Signature Collection, a network of premium high end digitised billboards at famous locations. Other locations for the Signature Collection will include Adelaide’s King William Street/Rundle Mall, Melbourne’s Bourke Street and the Mitchell Freeway in Perth.
oOh!’s Chief Executive Officer, Brendon Cook said the Out Of Home sector has evolved into a unique platform where the delivery of the creative is complemented by the spectacular visuals created by digital technology on big screens.
“Through digital billboards and their capabilities, we’re creating innovative solutions for advertisers that add to the strength of traditional static big billboards and utilising the suite of capabilities that Digital Out Of Home now offers to build stronger engagement with Australian’s,” Mr Cook said.
“While Out Of Home once had fixed posting cycles, we are now able to give advertisers a dynamic and flexible solution that takes advantage of Out Of Home’s ability to simultaneously reach a range of audiences across multiple environments and communities,” Mr Cook said.
Mr Cook said that as a world leader in digital signage it’s up to companies like oOh! to educate brands on the sophistication of ‘new media’ offerings in the Out Of Home environments.
“A great example of this is our recent Porsche campaign that pioneered car recognition with tailored dynamic ad serving where oOh! provided a solution help create a unique customer experience for the brand.
The Signature Collection is part of oOh!’s broader digital strategy, which has seen the company invest more than $50 million to date in proprietary platforms, hosting and infrastructure, resulting in its digital Out Of Home revenue contributing 27 per cent of total revenues which is close to 50% more revenue than the entire Out Of Home industry as reported by the OMA.
oOh!’s Digital offering already delivers the largest audience reach in Australia, with its 1,700 screens which will substantially increase in 2015/16 covering roadside billboards, shopping centres, universities, airports, cafes, social sport centres and pubs engaging with almost 70 per cent of the population.