OA Collective has struck a strategic partnership with Habitat Channel, the country's first residential tower digital screen advertising network.

The collaboration introduces Habitat Channel's small-format digital out-of-home screen network, expanding OA Collective's portfolio of premium advertising assets nationally.

The digital small format network is located in the foyers of over 300 residential towers across Australia, reaching over 750,000 unique viewers monthly, according to Lumos Intelligence. Habitat Channel plans to significantly increase its network of assets over the next 12 months.

OA Collective brings together independent OOH owners under one umbrella with the aim of simplifying the buying process for advertisers and providing access to market-leading assets from a single network. Habitat Channel serves as a communication platform within residential apartment environments, delivering essential building messages, live updates on news, sports, business, and weather, as well as curated digital art and content tailored to hyper-local communities.

"Our screens are strategically positioned as the final visual touchpoint before residents enter their private spaces. This prime location allows for relaxed engagement with content, making it ideal for advertising products and services that resonate with their lifestyle. It also fosters a sense of trust and loyalty among residents who appreciate localised, relevant content within their community," Mark Epstein, CEO of Habitat Channel, said.

Grant Kirkby, Co-Founder of OA Collective, expressed his excitement about the premium billboard collaboration.

"This partnership enables us to offer brands a range of diverse formats, enhancing our network with a premium bespoke network of screens that target residents in the lobbies and foyers of residential towers across the country. This incredible bespoke network acts as a 'halo to the home', with it impacting people right as they enter and exit their homes.

"Many of life’s biggest decisions are made in the home, from travel, banking, investing, buying a car, buying insurance, to anything bought for the home like energy, entertainment, e-commerce - and it is in this environment that people have the mental space and time to research and discover new products and services which are critical steps in consumers path to purchase. The Habitat Channel digital screen network impacts its audience right as they enter this all-important decision-making space."

"This repeated exposure in high-traffic areas like lobbies and foyers boosts brand recall and awareness, as residents are more likely to notice and act upon ads during their idle downtime."

Epstein believed this partnership empowers brands with a stronger voice not only within their network but also across the broader OOH landscape. Warren Moore, Co-founder of OA Collective, echoed this sentiment.

"Our focus is on building a premium network of OOH assets, and by integrating Habitat Channel’s assets with our premium Billboard placements, we simplify the process for advertisers to access top quality market assets from a single source. This integration enhances community awareness of brands and delivers compelling, interactive ad executions as residents enter the sanctuary of their homes."