Nintendo has led its Super Mario Galaxy 2 campaign with innovative OOH executions.
The campaign, developed by Leo Burnett, comprises billboards located around Sydney, Melbourne and Brisbane, featuring the character Mario riding the dinosaur Yoshi. The billboards appear to be lifting up into the air.
The Out-of-Home industry’s long-promised holy grail, MOVE (Measurement of Outdoor Visibility and Exposure), launched today.
MOVE is the first national audience measurement for outdoor media. According to the Outdoor Media Association (OMA), MOVE is globally unique in that it measures all major formats and environments. The system introduces ‘Likelihood To See’ as measurement currency – the probability that someone will see outdoor media.
The development of the system came about over three years with the fiscal cooperation of the OMA, Federal Government’s Industry Co-operative Innovation Program and the five major OOH companies: APN Outdoor, EYE, Adshel, JCDecaux and oOh!media.
According to the OMA, MOVE’s key features are:
“The outdoor media industry has taken a giant leap forward today by delivering upon its promise to provide a fully transparent and accountable audience measurement tool that will be directly available to media agencies, advertisers and OMA members,” said MOVE chairman Steve O’Connor. “Users of the system will need to enter Access Agreements with MOVE which will be provided free-of-charge to media agencies until 1 September 2010 after which a payment system will be introduced to cover new outdoor media contracts.”
oOh!media has posted a 11% like-for-like increase in its first quarter media sales revenue compared to the same period last year.
The $18.4 million revenue announcement, coming as the company celebrates its first birthday following its rebranding, is in contrast to the outdoor industry performance reported by the Outdoor Media Association earlier this week – a 9.2% decline for the first three months of the year .
oOh! CEO Brendon Cook believes the results show some surprising growth from certain industry sectors in the first quarter.
“As one would expect in the current economic climate, we experienced a 14% growth in FMCG advertising revenues. However, while many have forecast doom from the automotive industry, our first quarter results show a 48% increase in advertising spend from this sector. We have also seen a sharp increase in Local, State and Federal government advertising, which grew 27% for the quarter,” says Cook.
The typical Australian shopper won’t give up their favourite coffee, will switch between two or three bread brands and has no particular preference when it comes to toilet rolls – this is according to research commissioned by out of home (OOH) company, oOh!media.
The research was commissioned to gain insights into the attitudes of consumers within shopping centres and about different product categories, also found that consumers were receptive to retail advertising campaigns while shopping.
Over the past three years, oOh! reports that it has invested $35 million in building OOH retail advertising in 290 local, medium and large shopping centres throughout Australia, resulting in retail advertising becoming the fastest growing format in the OOH market, with the company’s retail offering, oOhretail!, delivering growth of more than 50% in the first quarter compared to the same period last year.
CEO of oOh!media, Brendon Cook, indicates while there was significant research around where people shopped, why they shop at specific centres and how often they shopped, there was little research to help advertisers determine what strategies they should deploy for point-of-decision advertising.
“Retail advertising within shopping centre search zones is still in its infancy, however we expect that this medium will soon be a key part of every FMCG media plan as advertisers really start to understand the value of the medium,” explains Cook.
The ‘How We Really Shop’ research, undertaken by The Seed and based on qualitative studies and quantitative surveys, found that in regard to shopping attitudes:
In regard to purchasing decisions:
In regard to attitudes towards retail signage:
oOh!media Group indicates that its acquisition and growth strategy during the past five years is set to deliver a record operating result for 2008.
The preliminary 2008 full-year results, which are in the process of being audited, show a record full year net profit after tax of $3.4 million – an increase of $3 million on the previous year.
Commenting on preliminary results, oOh!media CEO, Brendon Cook, says the company’s expansion of its out-of-home inventory had placed it in a position to increase its market share in the $453.8 million outdoor media industry.
Company sales revenue was up 36% to $75.5 million and on a like-for-like basis – excluding the company’s acquisitions such as Sports and Outdoor Media – sales revenue for the full year was up 23%, almost six times more than the total outdoor advertising industry, which posted an annual increase of 3.9%.
“oOh! is in a better position than most media players. Over the past five years we have invested in creating a new retail and regional offering – which included changing the look of these mediums and the way clients use them – and improving our extensive network of roadside infrastructure in metropolitan markets,” explains Cook.
As part of a new monthly series, well be bringing you a new interview with a different CEO of a marketing or marketing-related company. Its a chance to hear from the people at the top of their game, and to get a feel for where they think the Australian marketing and advertising industry is heading.
The first to give us the C-Level view is:
Watch Brendons video below, and remember, if you have a question for Brendon, ask away in the comments box.
oOh!media has unveiled the first of its large format signs that will feature on major Melbourne roadways as part of VicTrack’s outdoor advertising.
This comes as no surprise considering the company has also just completed the acquisition of Victorian company, Country Wide Outdoor, as part of its strategy to expand its out of home credentials in the state.
The two billboard sites are located on Melbourne’s Ring Road, which carries up to 130,000 vehicles a day.
According to further research released by oOh! (from a Melbourne University report) 73 percent of commuters in Melbourne use their car, compared to Sydney, where the figure is 63 percent of commuters.
Also, Melbourne is the events capital of Australia (says oOh!media’s own research).
Chief Executive Officer of oOh!media, Brendon Cook, says “Melbourne is an outdoor rich environment with consumers spending an increasing amount of time away from home, (so) out of home media is a vital environment for advertisers to build their brands.”
“In addition to our oOhroad! activity in Melbourne, we also are continuing to build our oOhmobile! fleet, oOhretail! presence and the most extensive regional Victoria coverage through our oOhregional! road and retail infrastructure.
oOh!media has picked up some big clients, such as Nissan, McDonalds, TAC and Hard Yakka, so we may expect to see some out of home for those brands too.
