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Digital advertising invades shopping centres

Ooh, shopping centre, retailThree large format digital billboards have been introduced to shopping centres at Highpoint and Melbourne Central, Victoria and Indooroopilly, Queensland, this week.

The rollout is part of oOh! Media’s Evoke Network of billboard sized screens located across Australia in the heart of key retail centres.

Brendan Cook, CEO of oOh! said the new digital signs will take the company’s digital inventory to more than 2000 signs across its Road, Retail, Fly, and Place Based operating divisions.

“oOh!’s digital footprint is the largest reaching digital Out Of Home network in the country and provides advertisers with a solution to gain deep engagement with their consumers through linking the physical with mobile, online, and social channels,” Cook said.

“Our digital retail offering, including our Evoke Network, is set to double this year as it is really taking off due to the dramatic impact it has with the screens really dominating in the high dwell time environment.

“We’re investing millions this year to create even greater impact by carefully selecting opportunities in Australia’s premier shopping centres. Our retail property partners are serious too, investing $8 billion over the long term to enhance their centres.

“Using the Evoke Network, advertisers can broadcast high definition video and full motion messages to over 6.7 million shoppers every 14 days, and can easily tailor messaging according to the time of day, date, news, events or weather,” Cook said.

All of oOh!’s digital assets, including the Evoke Network, are underpinned by the company’s proprietary content management system, Argyle, that enables advertisers to build engagement with Australians through creative campaigns.

“The rollout of the Evoke Network means we are well on track with digitisation of our inventory and will be in a position to deliver 30 per cent of revenues from digital inventory by the end of this year,” Cook said.

Coverage of the Evoke Network now includes 12 screens in Chadstone, Highpoint, Melbourne Central, VIC; Chatswood Chase; Macquarie Centre, NSW; and Indooroopilly; Myer Centre Brisbane, Queensland.

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