At a store near you: oOh! Media expands digital presence in shopping malls—UPDATED

oOh! media has further embraced the digital age by expanding its network of retail digital assets across New Zealand after securing long-term contracts with key shopping centres.

The company decided to expand its network after securing a successful extension of its contract to exclusively market digital and static ShopaLites within all AMP Capital retail centres across New Zealand.

In the lead up to the expansion, the company has also begun upgrading its inventory, with the introduction of state-of-the-art 70-inch screens, adding to its network advertising panels across 25 shopping centres in New Zealand, says oOh! Media chief executive Brendon Cook.

“Having extended these centres and secured additional centres including, plus Silverdale Shopping Centre, Whangaparaoa Plaza and Wainuiomata shopping centre recently, we are now focusing on expanding our digital network as part of our wider digital strategy.”

He says the company’s digital network and proprietary content management system Argyle is giving advertisers the ability to more effectively engage consumers and “wow shoppers with unmissable integrated retail campaigns.”

The company’s digital network will also spill over on to smartphones using NFC and QR codes, and can schedule advertising messages according to the time of day or the climate, Cook says.

According to AMP Capital Shopping Centres head of brand and retail solutions Lisa King, the decision to extend the contract was a bit of a no-brainer.

“oOh! Media are leaders in their field, and with their proven experience, market understanding and digital capabilities, it was a confident decision for us to extend our long term relationship.”

A release says the company continues to be New Zealand’s leading provider of retail media solutions, with a network spanning close to three quarters of the country’s main shopping centres, including 500 ShopaLites that provide advertisers with the opportunity to impact close to three million shopper engagements per fortnight.

UPDATE: Cook responds to a few questions on the move.

StopPress: Other than the extension with AMP Capital retail centres across NZ, why did you decide to expand your digital network? 

Cook: It’s a great opportunity right now in New Zealand. We can provide advertisers with world class digital media opportunities that allows them to engage more deeply with shoppers beyond the ad panel.  Examples of how shoppers can engage with campaigns include downloading video or text information, or discount coupons to their mobile and accessing competitions and games online.  They can even upload photos to the advertisers facebook page.  Advertisers can run the ads at certain times, crucial for the demand of their product.  For example refreshing drinks when it’s hot, and hot food when it’s cold – or breakfast specials in the morning, and dinner specials in the evening.

StopPress: Do you find using digital platforms is a more effective way to reach an audience these days?

Cook: Our entire retail out-of-home portfolio is very effective at achieving  reach with shoppers.  Both static and digital panels work effectively together to influence shoppers, and work as hard as each campaign’s creative.  Static panels create great product awareness, desire and recognition. But digital panels create added full motion visual impact and engagement beyond the panel via mobile phone interactivity.  

StopPress: Can you tell me about how this will spill over to smart phones?

Cook: Shopping Centres are ideal walk-by environments for shoppers to interact with ads using their mobile phone, which extends communication beyond the panel.  We have run numerous ad campaigns that utilise QR codes and NFC to help shoppers gain more information about products on their smartphone.  We are also going see more retail ads that utilise location beacons to push out special offers to shoppers’ phones within the local vicinity. 

The power and effectiveness of out of home will get stronger as shoppers increasingly use their mobile phone to interact with retail ads.

StopPress: After the expansion, how many shopping centres will the network reach?

Cook: We are still finalising the exact final number based on shopping and retail data. At this point this extent of plans is confidential.

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