Sun Herald goes ‘dayparting’ with oOh!’s new digital technology in shopping centres

Fairfax Media blasted the NSW public at the weekend via a new digital technology in shopping centres as part of a four week campaign to promote the re-launch of its flagship Sunday paper, The Sun Herald.

The campaign – which highlights the newspaper’s new editorial direction – utilises oOh!media’s digital ShopaLite panels and “dayparting” technology in key shopping centres across NSW, to deliver dynamic content based on the time of day.

The creative is built around a series of word associations linking local and international subjects and personalities and is timed to deliver the sales message at the consumers’ core purchasing moment within the shopping centres.

oOh!media Operations Manager, John Purcell, said while the benefits of digital advertising are well known, most advertisers are yet to explore their full capability, such as dayparting, to influence customers based on time of purchase.

“It’s great to see Fairfax and Posterscope embracing the potential of digital panels and seizing the opportunity to promote the editorial re-launch of the Sun Herald. Mr Purcell said.

Joe Copley, Managing Director of Posterscope Australia said, “the digital campaign enables us to amplify the message around a purchase opportunity.

“One of the many benefits of digital out-of-home is flexibility. Improvements such as the dayparting technology oOh! has launched, make it easier for advertisers to explore the possibilities. We’re expecting to get some good results and learning from this element of the Sun Herald campaign – which simply applies some basic media planning principles into a broad retail environment.”

The digital bursts will continue for a further three weeks in more than 30 shopping centres in NSW for 24 hours from lunchtime Saturday to Sunday.

Over the past four years oOh! has invested over $10 million in growing its shopping centre portfolio to provide access to more than 450 shopping centres across Australia, with over 6,000 digital and static shopaLite’s and shopaBanner’s.