In an Australian first, a collaboration between the Australian Traffic Network and oOh!media will see simultaneous messages delivered to Melbourne commuters via Out Of Home and radio for health insurer ahm.
Starting today for one week, the campaign will synchronise ahm’s Out Of Home and sponsored traffic report advertising, across six strategically located digital billboards and Australian Traffic Network’s commercial radio traffic reports in Melbourne.
Brendon Cook, oOh!media CEO, said that the collaboration, jointly conceived by ATN and oOh!, is a great example of realising the potential of Out of Home and radio advertising working together. “Here is a unique opportunity for a client, being able to align two media channels for a captured audience using the same messaging in a contextually relevant way. Working together has allowed us to bring this opportunity to life.”
Kelly McIlwraith, Marketing and Strategy Director for ATN, told us “Our high-interest traffic content offers a great synergy with billboards as the two are consumed while the consumers are on the road. So working collaboratively with oOh! and media agency Posterscope to create an Australian first campaign was incredibly exciting.”
During peak hour traffic, oOh!’s roadside digital billboards will show an uninterrupted ahm ad for six minutes at both the top and bottom of the hour at the same time as the ATN traffic reports air on radio.