Adshel adds 70 screens, completes National Digital Roadside Network expansion

Adshel New Zealand has completed the expansion of its Adshel Live digital street furniture after adding 70 additional screens as part of the phase three roll-out.

It now has 220 digital screens delivering reach across Auckland, Wellington, Christchurch and Hamilton.

The phase three expansion of Adshel New Zealand’s digital strategy added to the existing 150 digital advertising panels across Auckland, Wellington and Christchurch, while extending the reach of the network with the inclusion of Hamilton.

Site selection has been focused on maintaining the quality positioning of the network, supplementing the existing national footprint and delivering coverage in proximity to key retail precincts.

Included in the list of new sites are three premium free-standing units on Wellington’s “golden mile”, Lambton Quay. These installations have been achieved via a collaboration with Wellington City called The Urban Art Series that brings New Zealand art to the streets of Wellington for public appreciation and enjoyment.

As well as locations that complement Adshel’s reach, frequency and proximity targeting capability, the new locations across the network feature 75-inch digital screens, ultra-high definition, with 4K content capability, adjusting to the ambient light conditions to ensure continuity of the quality display.

Adshel NZ general manager Nick Vile says this roll-out was the third phase of its ongoing digitisation strategy that will enable Adshel to continue to prove campaign flexibility and relevance, at even greater scale, with the capabilities to target audiences and respond to business needs instantaneously.

He adds it was a substantial civil works and infrastructure exercise.

“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,” he says.

“Contextually relevant ads are 19 percent more effective, and we continue to work with our clients to create tailored campaigns to ensure they are gaining the full benefits of the Adshel Live product and our optimisation tools.”

Adshel Live will continue to be supported by the evolution of AdSmart, a proprietary content management system 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. 

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