In an effort to "be in the right place with the right inventory", APN Outdoor has reached an agreement with the sole remaining principle of JAM Billboards, Vanessa Bryce, to acquire its three remaining billboard licenses in Auckland, effective from 1 February.
"These high quality assets add further strength to our Auckland CBD portfolio and we look forward to marketing them within the next few days," says Phil Clemas, general manager of APNO.
The sites include 12m x3m and 6m x3m billboards near the intersection of New North Rd and Bond St, Kingsland, consolidating APNO’s stranglehold in this precinct. The third site is the 12m x 6.5m Spectacular in Galatos St, best viewed from Spaghetti Junction heading north. He wouldn't discuss the price paid due to "market sensitivities".
Clemas says 2012 was pretty challenging for everybody in the outdoor sector, but we've heard billboards were a particularly tough sell. Adshel had a very solid 2012, something Clemas pins on advertisers wanting quick turnaround and low production costs, and he says buses were also popular. Large format roadside sites are traditionally used as a branding channel, so the decrease in budgets and cheap TV made things tough. But Auckland is its biggest market and he says branding budgets seem to have come back at the start of this year so this acquisition, although small, is important because they're high-profile sites.
Speaking of APNO, it's set to continue its invite-only merrymaking this year with Celebrate Summer, which is part of the Friends in High Places series. This time it features PNC, Funkommunity, Latinaotearoa and a few other acts still to be announced. It also spruced up its logo.
Invites are limited to 450 places. So get involved on www.facebook.com/friendsinhighplaces.