Ireland’s largest DOOH network created by merger of Wide Eye Outdoor and Adtower Limited

Screens allow real-time data to be incorporated into a message appropriate to the time of day, location and even the weather

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Brand Central

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22 January 2021 | 0

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A merger has taken place between Wide Eye Outdoor and Adtower Limited to create the largest digital out of home (DOOH) network in Ireland, close to 1,000 digital screens.

The network is populated with more than five times as many panels as its nearest DOOH competitor and extends all over the Republic of Ireland at premium locations.

The screens have the ability to deliver contextual campaigns where real-time data may be incorporated to communicate a message appropriate to the time of day, location and even the weather.

Wide Eye Outdoor has been in operation since 2014, developing a national footprint of over 400 high-definition digital screens in cinemas, convenience stores, shopping centres, pubs and gyms.

Adtower Limited launched its initial product in 2011 and strategically developed its internal and external full motion panel range with retail partners Supervalu, Centra, Eurospar, Spar, Mace, Londis, as well as forecourt retailer Maxol, and independent symbol groups.

Close to the point of purchase or use, these sites offer brands the potential to influence last minute decision-making and reminders for consumers in prime retail, leisure, and entertainment locations.

Dynamic content abilities at high footfall locations spell a game changer in the way advertisers can choose to communicate with their potential customers, the group states. Messages can refer to day part and can vary according to recent events.

Behind the scenes, data capture, collation and analysis can also provide advertisers and retailers with an overview about traffic, demographics, dwell time and attention.

“The immediate access to data for an advertiser or a retailer is something we are particularly interested to share as we further our commercial relationships,” says Eoin Wrixon, chief executive officer for Wide Eye Media.

“Over time this audience intelligence will help track behavioural patterns in potential consumers,” Wrixon continues. “Our extended network is therefore not only ideal for the FMCG category, but it presents very interesting engagement opportunities for media, telecoms, entertainment brands, household and health related products.  We’re looking forward to developing bespoke campaigns that best reflect a campaign’s communication objectives.”

Vincent Whelan, managing director Adtower Ltd, adds that the group feels very fortunate to operate a product that remains “lockdown-proof” during a tumultuous economic period.

“A heightened tendency to shop local and the increasing national digital footprint of our high-profile networks allows brands to engage audiences with dynamic content and relevant coverage backed by live data from “ADAM” our own analytics and delivery system,” Whelan says.

“Over the past year we have been at the forefront of programmatic DOOH in Ireland with several ‘first to market’ campaigns for brands,” he adds. “This merger will further strengthen our position in this strategically important growth area.”

Over the last three years the primary driver in the growth of Ireland’s out of home (OOH) advertising market has been attributed to digital out of home (DOOH) products. In 2020, its contribution to the market was approximately one-third of all OOH revenue, with further growth expected during 2021.

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