Publishers and marketers have seen the media and content landscape evolve very quickly. The rivers of traffic and cheap CPCs once offered by Meta have all but dried up, and the audience fragmentation that initially hit print and digital media is now pummelling TV, radio and pretty much everything else. It’s become increasingly hard to reach people, grab their attention and retain it.  

But not so for Out of Home, one of the last-remaining mass channels where advertisers and publishers can reach large audiences with confidence. No ad blockers, no bots, no ad stacking or questionable frequency capping, no ad-free subscription. Just high impact advertising to Australians on the move.

That said, the medium is only as good as its content – and as oOh! Head of Content, that’s my job. Here’s what marketers need to know:

Sharper content, more eyeballs

An effective content program across Out of Home means greater engagement with screens and increased trust and value in the channel. For marketers it creates sticky environments, attracting eyeballs, increasing the likelihood to see messages, making brands unmissable and maximising the return on marketing spend.

We know that providing tangible utility to citizens with relevant and timely information works. Research from the UK’s Ocean Outdoor has shown dynamic content on digital Out of Home screens is five times more engaging and increases attention by 61 per cent.  

Then there’s scale: Out of Home delivers reach other channels can’t match. oOh!'s network provides 93 per cent weekly reach across metro markets and 77 per cent weekly reach across metro and regional markets combined.

Right fit, real time

If we aren’t providing value to our people, then the above points about more channel engagement and better ROI for advertisers are redundant. It’s not just about having content on screens; it’s having the right content.    

That goes for an ‘always on’ content program as well as branded content. Finding the right editorial fit is essential to connect brand messages with the right audiences effectively. Rapid digitisation of assets means real-time content delivery at scale is now a viable proposition: We can align more relevant and essentially ‘live’ content with brand messaging to deliver better engagement.  

But don’t take our word for it. News Corp, AFL and Red Bull Media House are all using our network to do precisely that.

The next iteration of content delivery will see further opportunities for integration by connecting trusted and informative live content directly with brands. This could include news, weather, travel, share market, or sporting updates, all delivered in near real-time and accompanied by relevant brand messaging.  

We’re using first-of-its-kind tech to broadcast live sporting scores and results within seconds from this year’s Toyota AFL Final Series across our network (the largest full-motion digital Out of Home network in Australia). We’re also highlighting AFL news, images and video, providing millions of footy fans with the utility and entertainment they crave.

For marketers there are major brand opportunities to sit alongside this content – driving greater exposure and impact to highly engaged audiences.  

Shorter path, better returns

Over the last few years, advances in digitisation have unlocked opportunities for Out of Home to become a truly live public space medium that makes brands unmissable – at unmatched scale.

At the same time, marketers can now drive better returns by cutting down the path to distribution.

Brands now have a huge opportunity to attract genuine real-time attention, build their brands and drive both long-term growth and immediate impact – if they can nail the content strategy.

That’s where we can help.