It was June this year Ooh Media won a bidding war to acquire Adshel from Here, There & Everywhere (HT&E) for $570 million.
Now, that acquisition has been realized as Ooh Media has integrated Adshel’s 1,600 street furniture assets into the business. The company is rebranding the Adshel assets to Ooh Media.
Now, Ooh Media’s offer includes almost 7,000 touchpoints and Ooh chief executive Brendon Cook says with the integration and rebrand of Adshel, the focus is now on demonstrating the proposition it offers advertisers to engage with and influence audience behavior.
“Our long-term strategy is to offer a diverse portfolio of media and advertising opportunities to reach the right audiences, at the right time, with contextually relevant creative.”
Ooh Media general manager of New Zealand Nick Vile adds the additional assets means it’s able to help brands reach and engage with audiences when they are out and about, commuting, shopping or studying.
“This is underpinned by audience insights and data for a media that has been proven to be one of the top performers when it comes to driving a positive return on investment. We are now well placed to accelerate our growth, by showing advertisers the value we provide to brands and how our assets can help build their brands.”
When news of Ooh Media's acquisition of Adshel broke earlier this year, StopPress asked media agencies for their thoughts and the tone was largely positive, with the belief it will drive best practice and open opportunities for clients and planning teams.
MBM co-founder and owner Seam McCready said Adshel and Ooh are complementary and while there’s a risk of price increases as a combined unit, it could simplify the buying process with opportunities to create efficient path-to-purchase packs that cover street furniture to shopping malls.
Meanwhile, Carat New Zealand general manager Alex Lawson said the combination of the two "will create some intriguing possibilities for our clients and planning teams alike".
"I’m excited to see what will come from it.”