Inghams literally put all of its eggs in one basket with Out-of-Home, exclusively using oOh!Media’s network of retail and street screens to launch ‘The Free Ranger’ chicken – and hit pay dirt. It was a big call. But using Quantium data to target free-range humans, it delivered a 30 per cent increase in The Free Ranger buyers – 72 per cent of whom were new to the brand. “They had not tasted it, they had not seen it, they had not heard of it. That’s the killer number,” Brandt said. “That’s extraordinary.” Bohemia CEO Brett Dawson says it’s now taking a data strategy from other channels and testing it with OOH. “And we’ve got the results… It’s real focus for effect. It’s quite new in the outdoor sector.” Bel Harper, Group Director of Product Strategy for oOh!Media, said the market is now starting to move – reporting a shift away from number of screens to proximity and volume to the store.

Inghams literally put all of its eggs in one basket with Out-of-Home, exclusively using oOh!Media&rsquo;s network of retail and street screens to launch &lsquo;The Free Ranger&rsquo; chicken &ndash; and hit pay dirt. It was a big call. But using Quantium data to target free-range humans, it delivered a 30 per cent increase in The Free Ranger buyers &ndash; 72 per cent of whom were new to the brand. &ldquo;They had not tasted it, they had not seen it, they had not heard of it. That&rsquo;s the killer number,&rdquo; Brandt said. &ldquo;That&rsquo;s extraordinary.&rdquo; Bohemia CEO Brett Dawson says it&rsquo;s now taking a data strategy from other channels and testing it with OOH. &ldquo;And we&rsquo;ve got the results&hellip; It&rsquo;s real focus for effect. It&rsquo;s quite new in the outdoor sector.&rdquo; Bel Harper, Group Director of Product Strategy for oOh!Media, said the market is now starting to move &ndash; reporting a shift away from number of screens to proximity and volume to the store.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

Something to crow about: Inghams bets the farm on data-led Out-of-Home targeting and watched its chickens take off; 30% sales boost, 72% from new buyers

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