Blink and you'll miss the rise of digital out-of-home sites as Adshel New Zealand's adding a further 70 screens to its digital street furniture network, while APN Outdoor's announced another four billboards.
Adshel's new sites mark the third stage of its digitisation strategy, adding to its existing network of 150 digital advertising panels across Auckland, Wellington and Christchurch while extending the reach of the network into Hamilton.
Its site selection focuses on maintaining the quality positioning of the network supplementing the existing national footprint and delivering coverage in proximity to key retail precincts, further improving Adshel’s delivery of reach and frequency.
General manager Nick Vile says the roll-out enables the company to continue providing flexibility and relevance at an even greater scale with the capabilities to target audiences and respond to business needs instantaneously.
“Investment in digital and data capabilities is continuing to drive growth opportunities for the outdoor market – on top of the macro trends delivering tailwinds for the sector, including continued fragmentation of traditional media, increased urbanisation, and with it, increased investment in infrastructure to support that population growth.”
Adshel Live digital street furniture.
He adds the advantage of digital out-of-home advertising is that it supports technology and data-led planning, enabling individually-tailored messages at low cost to deliver greater levels of relevance to target audiences.
“Our research has shown that contextually relevant ads are 19 percent more effective, and we continue to work with our clients to create tailored campaigns and ensure they are gaining the full benefits of the Adshel Live product and our optimisation tools,” Vile says.
Included in those is the proprietary content management system AdSmart, which allows clients to independently schedule their own creative and respond to a variety of external influences – including traffic, weather, competitor activity and market dynamics.
Mini, Tag, Ford, KFC and McDonalds have already taken advantage of the technology.
Meanwhile, APN’s new billboards take the number of large format Elite Screens to 20. General manager Mike Watkins says with over 550 billboards nationwide, APN Outdoor’s strategic approach of converting to digital Elite Screens will continue with the momentum.
“Each location is chosen by design, not default. APN Outdoor is committed to a truly national footprint, giving advertisers the best audience reach across varied geographic locations.”
The four billboards to be digitised are in Auckland's Khyber Pass and Remuera Road, Wellington's Jervois Quay and Dunedin's Andersons Bay Road.