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Outfront: oOh!media to go green, expand retail media clients and networks in 2024

This is part of Mumbrella’s coverage of the 2024 upfront season. Click here to see other articles in the series. 

oOh!media has announced a slate of new offerings for 2024, including a premium Sydney network, new campaign performance measures, increased sustainability plans and its first-ever Australian retail media partner.

Sydney Network

The outdoor giant will launch more than 800 digital faces across its Sydney network, including large and small format advertising screens, and – for the first time – full motion, 3D anamorphic screens in Sydney’s CBD.

The new locations across Sydney will reach audiences in areas previously unavailable to OOH advertisers, across its cultural and business district, the lower North Shore and Eastern Suburbs.

The premium network’s new 3D anamorphic assets will launch across key Sydney Metro locations in 2024 – including Barangaroo, Central, Waterloo, Martin Place and more – enabling brands to connect with audiences in more impactful ways.

More impressively, Woollahra Council, Australia’s most affluent local government has announced it is open to OOH advertising for the first time, selecting oOh!media to deliver and manage its street furniture.

oOh!media will install close to 80 new digital locations across the exclusive suburbs – including Double Bay, Watson Bay, Rose Bay, Vaucluse, Dover Heights and more – using LED screens instead of LCD.

Campaign Performance Measurement

In 2024, oOh!media will expand its portfolio with oOh! outcomes – a new behaviour-based data campaign planning and performance suite.

The measurement system will provide advertisers and agencies with detailed insights into total campaign performance including sales uplift, conversion of new and existing buyers, market share shift, and uplift in brand and category buyers. In addition to FMCG and retail, oOh! outcomes will expand to other client categories.

Leveraging its existing relationships with Unpacked by Flybuys and Westpac DataX, oOh! will have the capability to tap into consumer behaviour across more than 12 million customers in 2024.

The full oOh! outcomes suite will be offered to all its customers buying a minimum of 50% of its media schedule with the business.

Sustainability

Much like many other brands and businesses, oOh!media is aiming to improve its sustainable practices, pushing the OOH industry to a better future.

The newest measures coming in 2024 are in the form of a partnership with environmental non-profit organisation Greening Australia, accelerated decarbonisation and the comprehensive rollout of Ecobanner.

It has also established a dedicated environmental, social and governance (ESG) team.

The new partnership with Greening Australia will see oOh!media provide pro-bono advertising to help drive the brand’s awareness and create impact in metro and regional locations. Poly, the business’ creative and innovation hub will develop end-to-end campaigns, aiming to educate and inspire consumers about environmental restoration.

More than 8,000 oOh! assets across Australia and New Zealand have already been converted as part of the business’ long-term commitment to accelerate its decarbonisation, with all 17 of its depots and offices also now running on renewable energy.

Meanwhile, as part of its reduction to land fill waste, oOh! has become the first media company in Australia to use Ecobanner – a fully recyclable material suitable for its billboards. It will become the default product for large format billboards in 2024.

Retail Media 

oOh!media’s retail media arm, reooh, has announced its first-ever Australian retail media partner in Drakes Supermarkets.

In 2024, the business will build and manage an in-store digital screen network for the family-owned independent grocery retailer.

Drake Supermarkets has 66 stores across South Australia and Queensland, with over 5,000 employees and an annual turnover in excess of $1.1 billion.

The retailer joins reooh’s recently appointed foundational client, New Zealand-based The Warehouse Group.

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