Holden’s Digital Out-of-Home Campaign Expands Time Sensitive Brand Messaging Beyond Traditional Media Reach
AUSTRALIA — Nearly 90% of Australia’s population lives in urban areas such as Melbourne and Sydney, and that provides a significant advantage for digital out-of-home (DOOH) advertising network providers to reach on-the-go consumers. According to a study by PQ Media, a leading provider of market intelligence, most of Australia’s DOOH media inventory is now concentrated around major population centers. As a result, in 2013, Australia became the first global market in which consumers were exposed to digital out-of-home screens for more than 1 hour per week.
oOh! Media, one of Australia’s largest out-of-home providers, is currently running a “real-time” digital out-of-home campaign on behalf of Holden, a leading Australian auto dealership. Holden’s ad campaign will reach approximately 49% of Australia’s population utilizing oOh! Media’s DOOH network consisting of more than 500 digital screens at more than 180 shopping centers, including Melbourne’s Emporium and at the Macquarie Shopping Centre in Sydney. Holden’s DOOH advertising campaign will also be seen in more than 380 suburban cafes and central business districts across Australia.
According to oOh! Media, real-time content delivery is increasing as brands allocate more of their marketing budgets to digital out-of-home advertising screens. “The evolution of digital out-of-home through technology means that oOh! has increased its addressable market by being able to carry time-sensitive advertising, such as limited time offers,” said Brendon Cook, Chief Executive, oOh! Media. “While traditional out-of-home once had fixed posting cycles, we are now able to provide advertisers with a dynamic solution that takes full advantage of digital out-of-home’s ability to simultaneously reach a range of audiences across multiple environments and communities.”
“We’re able to provide advertisers with a flexible, dynamic and interactive alternative that will not only cater for longer duration campaigns, but also time-sensitive advertisements like Holden’s 4-Day Sale campaign,” added Mr. Cook. “In the past shorter brand campaigns with multiple sale messages were confined to radio, TV and print. As audiences continue to become fragmented, we can expect to see more companies turning to digital out-of-home as an unmissable solution to reach their audience. The interaction between consumers and advertising has undoubtedly changed. We are giving brands the tools and infrastructure to be more engaging and creative with their advertising while reaching the mass public. Digital is now the driving force for the out-of-home sector, and it’s the fastest growing media sector in Australia.”
Unlocking the Value of Real-Time Digital Out-of-Home Advertising
“Digital out-of-home helps our clients be more relevant in environments where we know consumers are receptive,” said Joe Copley, Managing Director, Posterscope Australia. “Delivering real-time and right-time messaging in out-of-home is something that we are very focused on. The opportunities for brands are exciting and growing all the time with the rapid pace of digitization.
Posterscope UK recently published a report called Unlocking the Value of Real-time for OOH Advertisers that surveyed more than 100 UK marketing leaders to determine current attitudes towards using real-time messaging in digital out-of-home advertising and industry’s readiness for adoption. As digital out-of-home inventory becomes more prevalent and the ability to link DOOH screens with real-time data, interest by advertisers and OOH media providers has increased. According to Posterscope, there are many dynamics driving growth in real-time messaging that include consumer expectations levels. People now expect ads to be connected to the world around them and to demonstrate that the message is worthy of holding their attention. Changing consumer expectations are driving the appetite by brands for real-time content integration.
Posterscope’s research has revealed vast untapped demand for real-time digital out-of-home advertising: 61% of marketers say they want to use real-time capabilities in their digital out-of-home advertising, an additional 47% believe it would make their brand’s DOOH campaigns more effective.
Holden’s “4 Day Sale” campaign is now live across all of Australia’s states and territories until January 19. AJF Partnership created Holden’s campaign, with media planning handled by Posterscope Australia.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media