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Ocean launches Labs DOOH division, rolls out WiFi across UK

Friday October 31, 2014 at 11:04am
Out-of-Home media owner Ocean has launched Ocean Labs, a dedicated department of creative, technical, experiential, data and DOOH (Digital Out-of-Home) specialists. The division has launched with the roll out of WiFi across Ocean’s DOOH UK locations, allowing brands to run responsive campaigns which directly connect audiences with exclusive content. The technology investment allows brands to “plug in” to wifi whenever they require it, creating what Ocean says is a genuinely cost effective route for brands wanting connectivity. Ocean marketing director Richard Malton says: “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.” Trials with partner brands including Keds and the National Trust have been running on Ocean’s full motion screens in Canary Wharf, London, St Enoch Glasgow and The Screen @Eat Street in Westfield, London. Wifi services will now be rolled out across The Grid (eight screens in six cities). Howard Scott, head of digital marketing at the National Trust, observes: “The trials allowed us to connect new visitors to the nearest 34 National Trust properties during the recent 50 Things campaign." Women’s shoe brand Keds ran a bespoke campaign on Ocean’s Eat Screen which delivered a 28% uplift in sales and a 50% conversion rate to the brand. Ocean Labs is headed up by Catherine Morgan who adds: “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 WiFi is an Out-of-Home game changer.”
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