The UK’s Ocean Outdoor has launched Ocean Labs, a dedicated department of creative, technical, experiential, data and DOOH specialists.
Ocean Outdoor’s Tim Bleakley keynoting The DailyDOOH Media Summit, May 2014
The division’s first initiative was to complete the roll out of wifi across Ocean’s digital out of home locations, allowing brands to run responsive campaigns which directly connect audiences with exclusive content.
The technology investment allows brands to ‘plug in’ to wifi whenever they require it, creating a genuinely cost effective route for brands wanting connectivity.
Ocean marketing director Richard Malton told us “DOOH and connectivity go hand in hand. For advertisers and brands this means they can now plan and execute seamless campaigns across digital out of home, leveraging the proven emotive response that large format digital outdoor delivers to make their creative content work even harder.”
Trials with partner brands including Keds and the National Trust have been running on Ocean’s full motion screens in Canary Wharf, London, St Enoch Glasgow and The Screen @Eat Street in Westfield, London. Wifi services will now be rolled out across The Grid (eight screens in six cities).
Howard Scott, head of digital marketing at the National Trust, said: “The trials allowed us to connect new visitors to the nearest 34 National Trust properties during the recent 50 Things campaign.”
Women’s shoe brand Keds ran a bespoke campaign on Ocean’s Eat Screen which delivered a 28 per cent uplift in sales and a 50 per cent conversion rate to the brand.
Charlie Morgan, Keds marketing manager EMEA said: “Keds loves new things, different things, that is what we are known for. We are almost 100 years old as a company but at the heart of it is innovation, so this really tied in with the brand.”
Ocean Labs is headed up by Catherine Morgan.
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