Display Technology

Shopping centers jump on nationwide OOH rollout

The Melville Shopping Center in Washington is using OOh!media through a partnership with Hawaiian. Provided

October 19, 2021

OOh!media has strengthened its partnership with Washington property group Hawaiian, signing an agreement to install OOH media assets into its shopping centers, while also rolling out more digital panels nationwide with an investment in its retail portfolio, according to a company press release.

The Hawaiian partnership will add seven centers to OOh!'s lineup of retail assets, providing advertisers with opportunities to reach premium audiences.

Noel Cook, OOh!media's chief commercial and operations officer, said the rollout and Hawaiian partnership were significant milestones for OOh! in expanding its extensive retail network.

"We are building a very productive relationship with Hawaiian, which will continue to grow as we expand our arrangement and generate positive business outcomes together," Cook said in the release.

OOh! continues to strategically grow its national retail footprint throughout 2021, with new and upgraded digital panels installed in 18 other shopping centers this year.

"This digital rollout in Washington and across the country shows the market-leading strength of our portfolio, and the quality assets that underpin it," Cook said. "We are leading the retail sector at a wider level by investing in new and upgraded inventory, bringing mutually beneficial commercial models to center owners, plus audience-led creative opportunities to advertisers as they engage with consumers across a wide range of categories."

This investment in digital inventory, combined with data analytics, enables effective planning through OOh!'s Better Ways to Buy initiative, reaching targeted category buyers not only within retail environments, but also outside them as part of wider audience-led campaigns.

"Advertisers understand that pinpointing the right audiences is key to effective resource allocation, and our market-leading scale and data analysis capabilities deliver high levels of ROI for brands, especially in challenging times where every marketing dollar counts," Cook said.