Ooh Media utilises ‘audience-led’ targeting in SFI Health campaign

Ooh Media has introduced a new initiative called Better Ways To Buy, a new approach to out-of-home targeting with an audience-led approach at its core.

The new targeting approach has been used in a recent campaign, which assisted natural healthcare company SFI Health achieve a 28% jump in sales for its Flordis KeenMind product, according to Ooh Media.

The campaign ran exclusively across the Ooh Media Enterprise network over four weeks in March, aimed at professionals across major CBDs in Australia, and designed to drive interest in Flordis KeenMind.

Ooh Media used a data-led approach to reach target audiences in highly contextual environments. The campaign had digital placement in over 600 city office towers, including a call-to-action to visit nearby chemists, with audience targeting also reinforced across Qantas Clubs and Business Lounges.

The campaign also led to a 10% market share increase for SFI Health, as well as a 159% increase in search volume on the company’s website and a 222% increase in the use of ‘KeenMind’ as a search term.

SFI Health national head of sales and marketing, Rachel Carter, said: “We were extremely pleased to see a number of positive shifts for our Flordis KeenMind product, delivered through an increase in retail distribution points, increase in consumer awareness and education, and overall brand awareness, including with healthcare professionals.

“Better still, these results have been retained post campaign and continue to grow.”

Ooh Media chief sales officer, Tim Murphy, said: “Buying by format and location will always play a role, but an audience-led approach is proven to be the most effective way to buy Out of Home, demonstrated by the results of this campaign.

“The future is all about who can reach the right audiences at scale most effectively, and to help agencies and clients do just that we’re now introducing a new initiative called Better Ways to Buy, which has audience targeting at its very core.

Murphy said the new initiative is set to make buying, planning and measuring campaigns easier than ever, “delivering more than 80% reach of audiences in a single campaign based on transaction, while minimising duplication and wastage and boosting ROI”.

“It’s part of the strategic evolution of our business, and over the next few years we fully expect to see a noticeable increase in marketers buying out-of-home media by audience, simply because it’s proven to deliver better results for our clients.”

In Ooh Media’s latest trading update, delivered in May, CEO Cathy O’Connor revealed that key formats of road, retail, street furniture and its New Zealand operations have reached 75% of pre-COVID revenue. In aggregate, those formats were performing at 95% of Q1 2019 and 2020, and represented 88% of Q1 revenue this year.


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