oOh!media has unveiled a first for out-of-home engagement in New Zealand with the launch of its next generation interactive retail screens loaded with unparalleled sensory features at ad:tech NZ.
A milestone in its wider digital strategy, oOh!’s EXCITE retail screens provide engagement and networked reach that give advertisers opportunities to interact with consumers like never before.
The range of technologies combined within each of oOh!’s EXCITE panels include: multi-touch screens; Kinect 2.0 gesture control; voice recognition technology; high definition webcams; Wi-Fi; audio; and networking capabilities.
For the first time, digital advertising will have access to all these technologies across a network that links advertisers and consumers through the integration of the creative with online, mobile and social channels.
oOh! GM of NZ, Adam McGregor, said the introduction of EXCITE to NZ is a game changer for the country’s out-of-home advertising sector as it has transcended simply converting traditional inventory to digital signs.
“The expectation of every New Zealander as to how they communicate, what they can do, and when they can do it is changing rapidly. We have developed our digital strategy with that in mind and EXCITE is a major step in this strategy,” McGregor said.
“Coupled with our back-end proprietary content management system, we have created a partnership of technology and content that provides advertisers with new ways of connecting with consumers while at the same time delivering mass-audience reach.
“While we have been driving deep engagement with consumers in recent times by using our inventory in innovative ways for clients such as TVNZ’s My Kitchen Rules, Maggie and Lipton Ice Tea, EXCITE will enable us to take connection with the consumer to new levels.
“The opportunities of how this can be used are limited only by the imagination.”
The EXCITE screens are strategically placed in high traffic spots, giving a wide berth for interactivity and crowd viewing. The screens are also placed in food courts in Northwest, Downtown, Sylvia Park and Botany Town Centre as they provide long viewing times.
oOh! is initially rolling out five new panels in Auckland, with plans to have a strong national network in the near future.
oOh!’s digital strategy director, Brendon Cropper, said oOh! had fast tracked the roll out of EXCITE in NZ as part of its commitment to expand the national digital network, which consists of more than 150 digital screens.
“We’ve spent more than $1 million in the development of the EXCITE panels which take the out-of-home industry to an entirely new level and set the benchmark for consumer engagement,” Cropper said.
“We’ve packed in all the latest technologies we could to equip brands and their advertising agencies with the opportunity to be creative and develop interactive campaigns with both cut through and reach.
“We are pleased that NZ advertisers and consumers alike will now benefit from oOh!’s 10 year product development engaging digital display units.”
The world leading capabilities can be grouped into three main campaign themes: fun, fame, and fortune.
Fun includes gaming via gesture control, voice recognition and recording, fame includes the webcam for photography and fortune is for competitions that utilise the touchscreen that is linked to a sophisticated computerised back-end.
