How premium content is powering Out-of-Home

Paul Sutcliffe, MCN National Director Television OOH & Activations

If we’ve learnt anything from the changing media landscape in recent years, it’s the strength of the partnership between premium content, audience engagement and advertising success.

The latest medium to reap the benefits of this alliance is Out-of-Home (OOH). Once an entirely static medium, the OOH market has made dramatic leaps forward through a growing network of dynamic video screens across the country. Powered by content from some of the world’s best news and entertainment brands, OOH is redefining its relationship with audiences.

Last year, in Australia alone, the OOH industry invested $90 million into digital infrastructure. Digital Out-of-Home (DOOH) continues to grow and is forecast to account for half of all OOH revenues by 2020, according to PWC. 

Earlier this year, MCN’s largest retail partner, Vicinity Centres (who own & manage 90 shopping centres nationally), embarked on a $6 million accelerated rollout of content driven, audio enabled LED screens, including an 80sqm state-of-the-art HD screen (above).

Justin Mills, Executive General Manager of Shopping Centres at Vicinity Centres, said; “the aim of these screens is to engage, inform and entertain our customers while they’re shopping. We want these screens to become the hub of our centres. It allows our retailers, clients and marketing teams to communicate directly with shoppers while they’re in a purchasing frame of mind.”

Every week through MCN’s Television Out-of-Home (TV-OOH) network, more than 6 million Australian shoppers now have access to premium, audio enabled content from FOX SPORTS, Sky News, Lifestyle, National Geographic and The Discovery Channel. This provides advertisers with a highly engaged audience, at the all-important point of purchase.

Furthermore, new technologies such as location based targeting, is allowing advertisers to serve shoppers with a real-time call to action via their mobile device, at the point of purchase. Location based targeting can also be used to gain insights into audience behaviors, which can then be factored into future campaigns.

In other high dwell OOH locations such as health practices, Tonic on Demand is using Health TV to improve health literacy for all Australians. Both content and advertising focuses on contextually relevant topics such as health & lifestyle, mother & baby, ageing and chronic disease management.

MCN TV-OOH is a great means of building reach by extending television campaigns, while using the same TVC creative at the point of purchase. This not only creates awareness and drives emotional engagement, it also increases recall via the familiarity of the TVC creative.

Through MCN, brands now have access to a 360-degree advertising solution at all stages on the path to purchase; from home, to the commute and work, through to where people shop and play.

What’s next?
Premium content will continue to power OOH and its advertisers, because content delivers attention and attention creates advertising engagement. A recent spate of OOH companies acquiring content providers is testament to this.

With consumers exposed to thousands of promotional messages every day, cutting through the clutter is essential. Location is a proxy for behaviour and intent, which is why retail environments are so important to advertisers looking to reach those in a purchasing state of mind. Through audio-enabled premium content served across high impact screens, MCN’s TV-OOH network provides a unique opportunity to drive engagement and recall at the all-important point of purchase.

For more information and opportunities with MCN TV-OOH, please contact your MCN representative on 02 9209 6300.