‘Empowers brands with a stronger voice’: OA Collective announces next-level OOH partnership
Rising out-of-home (OOH) advertising organisation, OA Collective, has unveiled a portfolio-expanding partnership with a game changing advertising network, Mumbrella can reveal.
OA Collective is joining forces with Habitat Channel to leverage the latter’s “residential tower digital screen advertising network”. A first-of-its-kind platform within Australia, Habitat Channel’s offering will be added to OA Collective’s advertising assets portfolio, allowing brands to make full use of diverse, complementary formats, such as OA’s large-format billboard solutions and Habitat’s smaller screens.
Habitat’s residential advertising network covers more than 300 residential towers across Australia, with Lumos Intelligence finding that it reaches a unique viewer audience of more than 750,000 each month. The company’s platform is considered an “attractive” option to several industries, such as fashion, banking, telecommunications, entertainment, travel and more.
“Our screens are strategically positioned as the final visual touchpoint before residents enter their private spaces,” said Habitat’s chief executive officer, Mark Epstein.
“This prime location allows for relaxed engagement with content, making it ideal for advertising products and services that resonate with their lifestyle. It also fosters a sense of trust and loyalty among residents who appreciate localised, relevant content within their community.”
OA Collective’s co-founder, Grant Kirkby, shared his excitement regarding the new partnership, while emphasising the benefits brands can take advantage of by investing in the network.
“We are thrilled to collaborate with Habitat Channel to complement our premium large-format billboard network offering across the country,” Kirkby said.
“This partnership enables us to offer brands a range of diverse formats, enhancing our network with a premium bespoke network of screens that target residents in the lobbies and foyers of residential towers across the country.”
“This incredible bespoke network acts as a ‘halo to the home’, with it impacting people right as they enter and exit their homes.
“Many of life’s biggest decisions are made in the home, from travel, banking, investing, buying a car, buying insurance, to anything bought for the home like energy, entertainment, e-commerce – and it is in this environment that people have the mental space and time to research and discover new products and services which are critical steps in consumers path to purchase,” he added.
“The Habitat Channel digital screen network impacts its audience right as they enter this all-important decision-making space.
“This repeated exposure in high-traffic areas like lobbies and foyers boosts brand recall and awareness, as residents are more likely to notice and act upon ads during their idle downtime.”
According to OA Collective co-founder, Warren Moore, the partnership allows OA to build upon its pre-existing OOH solutions for the betterment of brand awareness.
“Our focus is on building a premium network of OOH assets, and by integrating Habitat Channel’s assets with our premium Billboard placements, we simplify the process for advertisers to access topquality market assets from a single source,” Moore said.
“This integration enhances community awareness of brands and delivers compelling, interactive ad executions as residents enter the sanctuary of their homes.”
When speaking on the development, Epstein agreed with Kirkby on the benefits, adding: “This partnership empowers brands with a stronger voice not only within our network but also across the broader OOH landscape.”
Intended to target a broad range of audiences, Habitat Channel acts as a bridge “between residents, building and strata managers, and other community members.” Apart from advertising materials, Habitat’s screens can be used for broadcasting weather, sports, business and news updates; building messages; “as well as curated digital art and content tailored to hyper-local communities.”
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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