Ocean Outdoor has announced the launched Ocean Labs, a dedicated department of digital out-of-home (DOOH) specialists. The division launched mid-October, providing creative, data, technical, and experiential services. Wi-Fi was rolled-out across eight screens in Ocean’s six digital out-of-home UK locations, better known as ‘The Grid’. The development will see brands directly connecting with audiences to provide them with exclusive content.
Ocean’s full motion screens have been hosting trial campaigns with partner brands, including The National Trust. Keds, a leading women’s shoe brand, ran a bespoke digital OOH campaign to test Ocean Outdoors’ Wi-Fi-enabled network at several locations, delivering 28% uplift in sales and a 50% conversion rate to the female footwear company.
Catherine Morgan, CEO of Ocean Labs, said:
“What makes this roll out compelling is the immediate call to action it gives advertisers in the all-important retail environment. Whether it’s a chance to download an exclusive movie trailer, win a car, get to the head of the queue in a fashion sale or a superb daily deal, the advent of Wi-Fi is an out of home game changer.”
Richard Malton, Marketing Director at Ocean, said:
“DOOH and connectivity go hand in hand. For advertisers and brands this means they can now plan and execute seamless campaigns across digital out of home, leveraging the proven emotive response that large format digital outdoor delivers to make their creative content work even harder.”