oOh!media expecting integrated out-of-home campaigns to boom

An increasing number of brands are wanting a more holistic approach to outdoor advertising.

Integrated out-of-home campaigns that combine data and insights, a diverse outdoor ecosystem, and native content are set to grow significantly, with media company oOh!media expecting such campaigns set to triple within the next six months.

Adam Cadwallader, group director of Locate by oOh!, said with the media landscape changing and attention spans getting shorter, there have been an increasing number of brands looking at a more holistic approach to outdoor advertising, where they are utilising oOh!’s mix of classic and digital signage in multiple environments, in addition to native content, coupled with online, social and experiential components.

“Out-of-home campaigns are no longer just about creative on a digital or classic billboard. There are data used to plan and native content and experiential used to engage in locations that are contextually relevant, with online and social across a variety of mediums and environments to amplify,” Cadwallader said.

“Unlike days of old, a fully integrated out-of-home advertising campaign can now be assembled, created and delivered, with oOh! giving brands never-seen-before reach, results and convenience.”

Cadwallader said the recent fully integrated campaigns for both Tourism Tasmania and Schweppes Australia’s new ALT soft drink range attest to that and follow on from the Qantas Assure campaign that is showcased in oOh!’s A World of Unmissable Events.

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