oOh!media is to build New Zealand’s first full-motion digital banner, capable of displaying full motion creative, as part of its contract to create an advanced digital advertising network for Auckland’s newest large retail destination, the NorthWest Shopping Centre.
The owners of the first major new centre in Auckland for more than seven years, DNZ Property Fund Ltd, appointed oOh! to build and manage a world-class advertising network for the new 27,000 square metre centre, set to open in October.
The NorthWest Shopping Centre, which will form the heart of a new regional town centre at the intersection of the North Western and Upper Harbour Motorways, will provide a modern retail facility to a substantial catchment that is growing in size and affluence.
The centrepiece of the centre’s digital network will be the large-format double-sided digital banner that will hang above and dominate the centre court – which includes around 100 specialty stores, a Farmers department store and a Countdown supermarket.
oOh! will also install 22 retail panels, including its latest generation digital and static panels, all of which are NFC and QR code-enabled so advertisers can engage with shoppers beyond the panel via their mobile phone.
oOh! ceo Brendon Cook said the digital network being built for NorthWest will set a new benchmark for the future of New Zealand’s out-of-home and retail advertising. “We’ll be showcasing world leading digital technology and drive new levels of shopper engagement in a high quality retail environment,” he said.
“We are very excited to deliver the first large format full motion, double sided digital banner, which can run adapted television creative to create a huge impact with shoppers.
“This new development will be attracting shoppers from a trade area of some 220,000 people, including 65,000 residents within the primary catchment and this will only grow as it is in the heart of the largest urbanisation project in New Zealand.
“What’s more, the per capita retail expenditure within the area is well above the national benchmark and forecasts suggest that the total retail expenditure from the trade area will eclipse $4 billion by 2026.”
Roy Stansfield, general manager retail of DNZ Property Fund, said: “We are delighted to have oOh! work with us to bring New Zealand a new and exciting shopping centre. The NorthWest Shopping Centre appointment extends oOh!’s relationship with us to a total of three DNZ shopping centres, with agreements already in place for Johnsonville Shopping Centre and Silverdale Shopping Centre.”
Cook said the contract win – which follows the appointment of Adam McGregor (formerly OMANZ general manager) to head up the New Zealand operation – increases oOh!’s market leading footprint of major New Zealand shopping centre with a total audience of six million shopping visits per fortnight.
“oOh! is among the world leaders in retail OOH and the digitisation of the medium and we are excited to be introducing many exciting and innovative digital advertising solutions to more of our centres over the coming years,” Cook said.
oOh! is a leading provider of retail media solutions in New Zealand with a network spanning nearly three quarters of the country’s main shopping centres impacting nearly six million shopping visits a fortnight.
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