HYPER, New Zealand’s leading provider of DOOH retail media channels, has announced a new media partnership with Briscoe Group.
The partnership will see HYPER deploy custom designed 65” digital screens across Rebel Sport and Briscoes Homeware’s 90 store network reaching more than 10 million shoppers annually.
HYPER CEO Ben Partington says the organisation is excited to partner with the two respected retail brands.
“The unique shopping missions of Rebel Sport and Briscoes customers represents a strong opportunity for brands and agencies to deliver dynamic, contextually relevant campaigns that command attention.”
The implementation of this network represents a fundamental shift in the retail media landscape. The development of retail media networks has traditionally been a space that only large grocery companies have played in in New Zealand. The launch of Briscoe Groups network demonstrates that a wider array of retailers are beginning to recognise the uniqueness and attractiveness of their audiences and store environments.
The exciting news for agencies and brands is that these new networks are open to non-endemic advertisers, an activity that grocery based retail media networks are yet to cater for.
Briscoe Groups Chief Operating Officer, Andrew Scott, said: “We’re delighted to be partnering with HYPER. The deployment of a digital screen network will provide a compelling communications platform. This will be available to our existing suppliers and also new external advertisers, adding a modern and dynamic experiential layer to our store environments.”
The digital screen rollout is well underway and advertising space on the network will be available for both supplier and third-party advertisers to purchase from May 1st 2023.