This expansion reflects the prominent position of the out-of-home advertising sector, despite the harsh economic climate.
“These seven new sites, including our premium locations at Sydenham in Sydney and Brooklyn in Melbourne, are now live and available for advertisers to engage with audiences in Out of Home environments at scale,” says Paul Sigaloff, oOh! chief revenue and growth officer.
“In addition, these sites are integrated belgium telemarketing database into oOh!’s national network of 35,000 digital and classic assets, enabling full campaign planning and attribution reporting through oOh!’s recently announced data partnerships with Unpacked by Flybuys and Westpac Data X.”
oOh! strong across the board
Most of the company’s new large-format billboards can be found across Melbourne, located at selected sites ranging from a double-sided build on the West Gate Freeway to another asset located on St Kilda Road and one on North Road at Ormond.
In Sydney, new digital billboards can be found on the Princes Highway at Sydenham and at the Warriewood Shopping Centre. The final new site is in Queensland’s Logan, at the Vicinity’s Grand Plaza shopping centre.
Sigaloff also describes the company’s expansion methodology, “oOh!’s strategy continues to focus on securing the right sites in the right locations that complement not only our existing Road inventory, but our total network across Street and Rail, Retail, Fly and Office,” he says.
“This gives advertisers even more options to connect with audiences at the right times and locations to drive return on marketing investment.”
The outdoor sector continues to grow
Out-of-home advertising revenue has experienced strong growth recently, increasing 11.9 percent in Q2 of 2023 compared to the same period last year, according to the Outdoor Media Association.
Net revenue for digital outdoor advertising was worth $283.2 million, accounting for 68.1 percent of total net media revenue year-to-date, growing from 58.7 percent over the same period in 2022.
oOh! rival JCDecaux recently announced a new 12-month exclusive partnership with Samsung for one of its premium locations. Read the full story here.The high-profile ‘You’re the Voice’ campaign has failed to connect with its intended audience. The campaign, which features John Farnham’s classic You’re the Voice as its soundtrack, has an estimated media ad budget exceeding $4 million.
The polls are showing that 34 percent of the current ‘No’ voters say that the ad has actually reinforced their plans to vote that way. For the other fence sitters or ‘No’ voters, the campaign has made little to no impact on them.
Intended audience of the campaign
Two-thirds of those who went to the polls have said that the TV ad didn’t influence them at all. Even more noteworthy is that 16 percent of viewers claimed the ad left them feeling even more confused.
Circulation of the campaign isn’t reaching its targets or the intended audience either. Only 28 percent of respondents had even been exposed to the ad organically on their TVs.
Brand market research agency Pollinate revealed more findings to do with the campaign. The agency revealed that 44 percent of people plan to vote ‘No’, which is up a staggering five percentage points since the first wave of research conducted less than a month ago in late August. The ‘Yes’ voters sit nearly 10 percent below this, at 34 percent of respondents planning a positive vote, which is up four percentage points. This means that there is only 21 percent still undecided, which is down nine percentage points.
For those who are voting ‘Yes’, they are still sceptical about what the outcome will be, with 8 percent of people surveyed believing the referendum will receive a ‘No’ outcome.
Pollinate chief executive officer, Howard Parry-Husbands, spoke about the numbers, “In the few weeks since our first round of research on the Voice, the ‘Yes’ vote remains smaller than the ‘No’ vote and the gap [has] widened a little,” he explains.
“The ‘You’re The Voice’ TV commercial has exposed an angry and divided Australia. The ad clearly evokes powerful emotions but our research suggests it has hardened people’s opinions.
“Many of the ‘No’ voters think there is not enough detail and are angry at the lack of clear information for such an important issue. They want clarity not a cuddle,” Parry-Husbands finishes.