To promote AHM Insurance, Australian Traffic Network and oOh! Media will deliver synchronised radio and out-of-home advertising to peak-hour commuters.

An Australian-first collaboration between the Australian Traffic Network (ATN) and oOh!media will see simultaneous messages delivered to commuters via out-of-home (OOH) and radio for health insurer AHM.

The week-long campaign, which starts today, synchronises AHM’s OOH and sponsored traffic report advertising across six strategically-located digital billboards and ATN’s commercial radio traffic reports in Melbourne.

oOH!media’s roadside digital billboards will show an uninterrupted AHM ad for six minutes at both the top and bottom of the hour, at the same time as the ATN traffic reports air on radio.

The collaboration is a great example of realising the potential of OOH and radio advertising working together, says Brendon Cook, oOh!media CEO.

“Here is a unique opportunity for a client, being able to align two media channels for a captured audience using the same message in a contextually relevant way. Working together has allowed us to bring this opportunity to life,” he says.

Brian Magee, managing director of media agency Posterscope, another project collaborator, says, “We know from internal research that our audience has a high propensity to listen to the radio simultaneously while consuming OOJ, making the combination the perfect mix for optimum impact.”

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Further reading

• Extreme versus mainstream marketing: engaging consumers when the middle is melting »

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