As the conversion of classic or printed billboards to digital screens continues to reshape the out of home advertising industry, oOh!media added a new dimension to its latest classic outdoor ads.
A new Jeep billboard (see above) uses LED lightning to transform the printed image as the sun goes down - from a Jeep Cherokee and a tent near a lake to a night-time scene of the Jeep and tent under the stars. Three of the new billboards have been rolled out in Victoria, Queensland and NSW.
A new Lumo Energy billboard also developed by oOh!media uses a similar concept in five locations around the country.
“Classic billboards have always been recognised as a powerful medium to get big brand impact, create awareness and communicate a key message to audiences in six seconds or less,” says Noel Cook, chief commercial director at oOh!media. “The added dimension of special builds ensures the campaign creates a deeper level of engagement and amplifies the brand fame opportunity. Special build signs stand out, making them unmissable.
“The flexibility of classic billboards is limitless. By going back to basics and using special builds on classic billboards, these brands have demonstrated how advertisers can achieve additional cut-through in a digital age.”
Earlier this year, oOh!media reported that 64 percent of its revenue was now from digital, while competitor APN Outdoor – since acquired by global giant JCDecaux - said most of its revenue continued to be generated by classic billboards, despite a rapid increase in digital conversions which now accounted for 42 percent of its revenue.
