Super premium out of home media owner Ocean has launched Ocean Labs, a dedicated department of creative, technical, experiential, data and DOOH specialists.

The division launches this week with the roll out of wifi across Ocean’s digital out of home 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 a genuinely cost effective route for brands wanting connectivity.

Ocean marketing director Richard Malton 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.”

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, said: “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 per cent uplift in sales and a 50 per cent conversion rate to the brand.

Charlie Morgan, Keds marketing manager EMEA said: “Keds loves new things, different things, that is what we are known for. We are almost 100 years old as a company but at the heart of it is innovation, so this really tied in with the brand.”

Ocean Labs is headed up by Catherine Morgan who 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 wifi is an out of home game changer.”

Commenting on the launch, Rob McGlynn, technical director of Hyperspace at specialist Posterscope, said: “The data capacity of Ocean’s wifi offers incredibly fast download speeds.  This allows brands the all important chance to establish an immediate and relevant connection with people in city centres and retail environments over and above DOOH’s impressive broadcast capability.”