oOh!media has announced what it calls the next step in retail centre advertising and deeper audience engagement with the launch of Evoke TV in major shopping centres around the country.
The Evoke TV offering will see a customised mix of video, news, social, local destination information and user-generated content displayed on full-motion, large-format, and audio-equipped digital Evoke screens up to 7.5m high.
Brendon Cook, chief executive officer of oOh!, said that Evoke TV was born out of a shift in the way shopping centres are being designed and also utilised by the community.
“Shopping centres are evolving from purely functional into community hubs where people meet and connections are formed. We designed Evoke TV to deliver an enhanced sense of place through content that underscores community values and connects with the audiences viewing it at a particular time of day,” he said.
“For example, content in the morning and afternoon peaks might feature heavier news, sport and weather scheduling as commuters move through the precinct. In the middle of the day and evenings there might be more entertainment videos than editorial while during the day there will be relevant social media posts or other bespoke content.”
The launch follows oOh!’s agreements with QIC and Lend Lease to deliver content into NSW, WA, Queensland, and Victorian centres through large-format digital Evoke screens.
Combined with its agreement to sell advertising on Vicinity Shopping Centres’ Evoke network – which displays other third party content – oOh! now offers advertisers the opportunity to extend their national reach and engagement with audiences through a combination of content and advertising.
Evoke TV will take editorial feeds from our news partners and oOh!-owned content platforms Hijacked (targeting GenZ), ShortPress (targeting SMEs), and newly acquired Junkee Media as part of an aggregated and customised content plan for each centre that will be developed in-house by a dedicated oOh! team.
“For advertisers this will mean a platform to extend the value of TVC creative in high dwell time and high traffic locations such as food courts, centre courts, and community meeting places on the Evoke TV screens,” Cook said.
The introduction of Evoke TV continues oOh!’s integration of content into its out-of-home offering, following on from successes with content platforms such as Hijacked, ShortPress and the Q-View offering in Qantas Clubs around Australia.
“oOh! has continued to evolve as not only an out-of-home company but a location-based media company that provides quality digital content. We’re delivering on our digital strategy that focuses on innovation and driving deeper engagement with our 5,000 digital screens nationally,” Cook added.