Collect and Connect Digital Out-of-Home Network Reaches More Than 70% of Australian Travel Market
AUSTRALIA — oOh! Media has expanded its Collect and Connect network, a digital out-of-home advertising network that reaches travelers at airport baggage carousels across Sydney, Melbourne, Brisbane and Perth. The network offers advertisers a total of 44 digital screens capable of reaching more than 70% of travelers at baggage carousels across all major airports with full motion video and audio content.
oOh! Media’s Collect and Connect network was launched last year at Sydney Airport’s Terminal 2 with more than 24 state-of-the-art digital out-of-home screens including digital billboards and two large format LED panels suspend from the ceiling in the passenger check in area. The upgrade to Sydney Airport T2 is part of oOh!’s $20 million investment over four years in Australia to deliver digital OOH advertising opportunities across major airports.
Collect and Connect provides advertisers with the flexibility to run high definition 15 to 60 second spots in standard, widescreen or modified format, equipped with sound capabilities. The network is available across six terminals that include Sydney (Qantas), Melbourne (Qantas and Multi-airline), Brisbane (Qantas and Multi-airline) and Perth (Qantas).
“Collect & Connect TV’ will reach more than 70 percent of flyers within airports nationally. That’s a total of 3.7 million flyers per month. The network taps into an audience that we know has an average of 12 minutes dwell time in front of screens waiting for their bags to arrive when they get off their flight. This new digital network entertains and engages what is essentially a captive audience with contextually relevant real-time updates and interesting content intertwined with advertising opportunities. We are offering advertisers full TVC capability to an audience that we know is growing and where the advertising cannot be switched off,” said Robbie Dery, oOh!’s Group Director of Fly!.
Last week oOh! Media announced that it will acquire Inlink Group Limited, Australia’s largest digital out-of-home operator in office environments for $45 million. According to oOh!, the acquisition fits with the company’s strategy of driving engagement with audiences through digital out-of-home screens in high dwell time locations. Completion of the acquisition is expected to occur in December 2015 subject to customary conditions precedent and vendor shareholder approval. Inlink will merge with oOh! Media’s operating division and leverage oOh!’s shared services structure. Since its inception oOh! Media has successfully completed more than 25 acquisitions.
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.