Ocean Outdoor’s National Digital Out-of-Home Screen Network To Feature London Fashion Week
UNITED KINGDOM — A live broadcast from London Fashion Week will be simulcasted on digital out-of-home (DOOH) screens across London, Manchester, Birmingham, Leeds, Liverpool and Glasgow. Beginning at 6pm on Monday, February 23rd, Ocean Outdoor’s national DOOH network, The Grid, will feature a live simulcast from London Fashion Week AW15 Hunter Original show.
The simulcast will capture multiple angles of the runway and will be streamed globally on the Hunter’s Facebook and Twitter pages, as well as on hunterboots.com. The simulcast was facilitated by cross-platform digital agency, Candyspace.
Ocean Outdoor’s WiFi-enabled DOOH network provides consumers with a Hunter branded WiFi landing page designed to drive traffic to Hunter’s fully mobile-responsive e-commerce site. Ocean nationwide network enables brands to run interactive campaigns to increased engagement by directly connecting with audiences to provide exclusive content and offers.
“Hunter’s live feed is framed by contextual content so people in each city know that what they are seeing is live and exclusive. This collaboration is striking for its immediacy and relevance to its target audience and evidence of the power of digital out-of-home in the all screen environment,” said Cat Morgan, Head of Creative Solutions, Ocean Outdoor.
In the immediate days following the show, Hunter will take over Ocean’s UK outdoor sites, aligning key looks from the AW15 show with core Hunter Original icons, including the Original Poncho, Original Parka and this season’s interpretation of the Original boot. This will enable Hunter to capitalize on the heightened brand awareness afforded by London Fashion Week to drive sales six months before the runway collection lands in stores.
“Collaborating with Ocean on this UK first was a great fit for Hunter, recognizing our shared commitment to digital innovation,” said Alasdhair Willis, Creative Director at Hunter. “The partnership allows us to evolve traditional live stream, leveraging Ocean’s impressive technical capabilities, to take the experience to a broader national audience.”
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
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. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.