New oOh! campaign excludes print

New oOh! campaign excludes print
Outdoor giant collaborating with Australian Traffic Network for a week of non-print advertising

oOh! Media is teaming up with the Australian Traffic Network (ATN) delivering simultaneous messages to commuters this week for health insurer ahm, which excludes print.

Digital advertising is driving huge growth at oOh!, and is now up to 44 per cent of revenue, up by a third from last year’s 32 per cent. However the company says print, also known as or classic, or static, still has a major role to play.

In a first for Australian advertising, the campaign will synchronise ahm’s out of home and sponsored traffic report advertising, across six strategically located digital billboards and ATN’s commercial radio traffic reports in Melbourne.

Brendon Cook, CEO, oOh! Media says, “The collaboration, jointly conceived by ATN and oOh!, is a great example of realising the potential of out of home and radio advertising working together. Here is an opportunity for a client, being able to align two media channels for a captured audience using the same messaging in a contextually relevant way. Working together has allowed us to bring this opportunity to life.”

[Related: ACCC postpones oOh! merger decision]

Kelly McIlwraith, marketing and strategy director, ATN says, “Our high-interest traffic content offers a great synergy with billboards as the two are consumed while the consumers are on the road. So working collaboratively with oOh! and media agency Posterscope to create an Australian first campaign was incredibly exciting.”

Bryan Magee, managing director, Posterscope, says “We know from internal research that our audience has a high propensity to listen to the radio simultaneously whilst consuming OOH, making the combination the perfect mix for optimum impact. Working collaboratively with Carat, oOh! and ATN ensures we can place the consumer at the heart of the strategy, using a multi-channel approach to strengthen the overall message for ahm.”

Amanda Romeo, head of marketing, ahm says “ahm is delighted to participate in this Australian out of home and radio advertising first. Delivering a strong message to Victorians about their health insurance is very important to us and it is great to see ATN, oOh! and Posterscope making this happen for us.”

During peak hour traffic, oOh!’s roadside digital billboards will show an uninterrupted ahm ad for six minutes at both the top and bottom of the hour at the same time as the ATN traffic reports air on radio.


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