oOh! Expands Digital Roadside Footprint
oOh!media has grown its roadside digital inventory to more than 140 signs with the recent conversion of new sites using its world leading data and insights, including reach and frequency, buyer graphics and movement behaviours.
We are told that over the past month, the company has added four premium digital signs in the traditionally notorious hard to reach southern Sydney and a further eight digital billboards in Queensland.
oOh!’s Chief Commercial & Operations Officer Noel Cook said the expansion of the digital roadside portfolio was strategically driven to deliver premium sites that enabled advertisers to be more dynamic and targeted with their audiences.
“In addition to a qualitative review of our sites, our investment decisions on digitisation is now also backed up by our leading data tools to identify quality locations from our already impressive inventory that will provide even more powerful audience-led opportunities for our advertisers. This new data led approach to our inventory management allows us to be more focused on developing sites that strengthens our audience metrics and therefore helps advertisers better reach more of their audiences. These new digital sites extend our buyergraphic performance across many key metric for industries including, but not limited to, automotive, finance and insurance. By digitising these prime audience sites, we are also providing advertisers the opportunity to capture the attention of audiences through contextually relevant targeting of creative based on the time of day, the temperature or current events that relate back to the product”.
The roadside digital portfolio forms part of oOh!’s digital network of more than 9500 sites, including Retail, Commute, Fly, and Locate environments.
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