UK: EG Group launches first AOOH advertising platform

The pioneer in audio communication firm will develop a multi-sensory experience for the group's British convenience stores.

Audiebant Media, an intelligent audio communication solutions company, announced its partnership with EG Group to develop a multi-sensory platform for the company’s convenience stores. It will incorporate Audio Out Of Home (AOOH), Digital Out of Home and Pump Toppers strategies to reach millions of car users at roadside retail locations across the UK.

The tech company offers its clients opportunities to connect with consumers thanks to its advertising surround sound technology. The project involves equipping the more than 370 EG forecourts of the region to roll out fully immersive advertising and sponsorship campaigns.

“Our strategic partnership with Audiebant Media delivers a complete forecourt convenience retail ‘Digital Out of Home’ audio marketing platform along with pump topper advertising opportunities. The combination of Audiebant Media’s innovative technology, together with our extensive network presence across the UK provides a compelling platform for various consumer brands to reach and engage new audiences,” said Ilyas Munshi, Group Commercial Director of EG Group.

“As refuelling is an autopilot task, the Audie-Approach means brands can command the attention of millions of captive listeners across the UK. With an average consumer spending 4-6 minutes at the pump per visit, this unique approach offers huge untapped potential for advertising,” commented Josh Dean, Commercial Director of Audiebant Media, about their role in the association.

Audiebant Media implements a Signal Detection Theory in their systems, which establishes that messages must be different from their background in order to have an impact. The tech’s primary function is to boost the influence an advertisement can have on today’s customer, who is accustomed to skip or ignore ads.

This can also help transform and adapt campaigns to be targeted regionally and hyper-locally. With this new platform, EG Group and other brands can supply creative assets to play out or let in-house audio specialists create audio that delivers key messages with impact.