Adshel flicks the switch on digital screen network, explores programmatic opportunities

  • Media
  • June 5, 2015
  • Ben Fahy
Adshel flicks the switch on digital screen network, explores programmatic opportunities

Spark, McDonald’s, Tower, Coca-Cola, Skinny Mobile and Sky are the first advertisers to get themselves onto Adshel’s new network of 35 digital roadside panels in Auckland and general manager Nick Vile says the response from the market to the new screens has been huge.

Called Adshel Live, the network of screens are located in Auckland’s CBD and key fringe suburbs and adapt to the ambient light so they're always visible. And Vile says it’s a watershed moment for the company as it moves away from simply selling posters on bus stops and starts offering innovation and customer insights.

He says its three major launch partners McDonald’s, Spark New Zealand and Skinny Mobile went live on Sunday with campaigns featuring multiple types of creative executions that tapped into the network’s ability to deliver contextual relevance (McDonald’s, in keeping with some recent overseas campaigns, is simply running creative showing pictures of its food, without feeling the need to include any text).

“Our clients are increasingly seeking flexibility and improved targeting when they buy out-of-home. Adshel Live is scalable, dynamic and offers a truly diverse audience," he says. "The network puts Auckland alongside cities like London and Singapore in terms of media sophistication." 

Vile says Adshel's parent company Clear Channel has been operating the roadside digital panels for around three or four years in London and San Francisco. And the New Zealand business, a joint venture between Clear Channel and APN, has used exactly the same product, which he says is pretty much unbreakable. 

Across London's 10,000 strong street furniture network, it started off with just 100 digital panels. That has recently increased to 500, but part of the strategy is to try and maintain a premium for those sites, which, like Auckland, are located in the most in demand sites. 

Vile says New Zealand will be just the fifth market to launch the technology and Australia will be launching it later this year. He says it hopes to have a combined 150 digital panels in Auckland, Wellington and Christchurch by this time next year. 

The flexibility digital outdoor offers—whether it’s weather, location or time-specific creative—and the possibility of digital and social integration is an appealing prospect to digitally-focused advertisers and agencies and Vile is confident the network will attract clients that don't already use outdoor—or don't use it as much as they used to.

Australia has recently conducted a programmatic trial with Tube Mogul through the Cadreon platform and Adshel put some of its Sydney rail inventory in. And, with media agencies hot on programmatic at the moment he says Adshel, like many other media owners, is exploring opportunities in this area for this market. Adshel has also restructured its sales tema and brought in some more digital expertise to adapt to this shift. 

Australia chief executive Rob Atkinson also said at a launch event last night that it would be rolling out a network of beacons and wifi- and NFC-enabled street furniture, which will add to its data collection abilities.

Omnicom Media Group’s (OMG) chief investment officer Scott Keddie said: “We are excited by what Adshel Live will deliver our clients, be it to create more impact closer to the point of sale or the ability to deliver multiple messages at once across the 35 screen network, therefore enabling more relevant and engaging creative opportunities. There is a lot of potential Adshel Live will provide OMG clients in the future as the network expands." 

Outdoor has been on the rise over the past few years and returned to its 2011 Rugby World Cup-inspired peak of $83 million in the latest ASA numbers, which equated to 3.5 percent market share. The good news has continued this year, with gross media revenue for the first quarter increasing nine percent on the same time last year to reach $17.2 million. OMANZ has a stated goal of getting to five percent market share of total advertising spend (although it hasn't put a time frame on that). OMANZ was unable to provide data on the overall rise of digital for the sector. But Vile points to the Australian market as a good example of what might happen here. It charted 23 percent year on year growth in out-of-home and with static inventory flat, that was driven by new revenue coming in from digital.

APN Outdoor launched its first large-format billboard almost two years ago, and added four more screens last year, and chief executive Phil Clemas says the network has proven very successful.  He couldn't share revenue figures, but he said they represent a significant part of its growth momentum and every cycle across its five screen Auckland CBD network has sold out since launching back in July 2014. It also has two 'Spectacular Screens' at Auckland Airport, which he says are also proving to be very popular. 

"Demand remains strong because advertisers are getting it. More and more are seeing the benefits of the immediacy and flexibility of digital, the creative possibilities and convergence opportunities with mobile and social channels. We have learnt a lot over the first two years since pioneering digital in New Zealand and we know from client feedback that the premium nature of our screens is also a compelling factor to their ongoing interest and demand ... We always knew competitors would enter the fray which is good for the market and for the industry. I can see advertising spend on digital assets in outdoor in New Zealand reaching 12 percent within the next year or so." 

APN Outdoor's digital screens have shown the powers that be that they are not a dangerous distraction to drivers or too visually offensive (a recent story in the US talked about Times Square having to remove its big billboards due to a regulatory glitch, but that doesn't appear to be the case). Vile says it doesn't deal with the Council as it already has a deal with Auckland Transport to provide street furniture in exchange for the right to sell advertising, but he says it was a major process going through all the potential issues of swapping a static lightbox for a digital version. And for anyone worried about being distracted by the bright new screens, he says there is no international research to show that it's a safety issue. 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Third quarter strongest so far in 2019 for out-of-home sector

  • Media
  • October 21, 2019
  • StopPress Team
Third quarter strongest so far in 2019 for out-of-home sector

The Out-of-Home Media Association of New Zealand (OMANZ) has reported the continued growth of the out-of-home sector with net media revenue in the July – September 2019 period increasing by 22 percent year-on-year.

Read more
TVNZ-NZ Marketing Awards: sKids and Nestlé get kids cooking, win Best Collaboration
features

TVNZ-NZ Marketing Awards: sKids and Nestlé get kids cooking, win Best Collaboration

sKids and Nestlé proved the perfect pair to get Kiwi kids cooking healthy meals.

Blind & Low Vision NZ hopes to opens up visual world

  • Advertising
  • October 21, 2019
  • StopPress Team
Blind & Low Vision NZ hopes to opens up visual world

Blind & Low Vision NZ, YoungShand and Pead PR have teamed up to make the Internet more accessible by asking individuals and businesses to use the ‘Alt Text’ function when publishing digital images in the ‘#AltTextForAll Movement’.

Read more
topics
Story IQ
Story IQ
Story IQ is a brand story consultancy. We help brands uncover the hidden, untold stories ...
Up-and-Comers
Up-and-Comers
We give the mic to the industry's future leaders to hear their thoughts on media, ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
The Stoppies 2018
The Stoppies 2018
In February (Valentine's Day to be exact), StopPress gathered the industry for an evening of ...
Follow The Money
Follow The Money
Follow the money. It’s an axiom that journalists have believed in for years and a ...
Regional Rundown
Regional Rundown
StopPress takes a trip down the country to see who the audiences and agencies are ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...

Tap to donate charity billboards hit the streets

  • advertising
  • October 21, 2019
  • StopPress Team
Tap to donate charity billboards hit the streets

The first-ever tap and go donation panel has hit our streets thanks to oOh!media. The bus shelter allows passengers to tap their eftpos card to make a three dollar donation to the Breast Cancer Foundation.

Read more

I'm still standing after BOTAB

  • Opinion
  • October 18, 2019
  • Courtney Devereux
I'm still standing after BOTAB

Last night our nations finest agencies gathered together at Galatos for the Battle of the Ad Bands (BOTAB) held by Flying Fish productions. There was singing, there was dancing, there was no lack of feathers and glitter, and most important there were some very deserving winners.

Read more
voices

Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Movings/Shakings: 18 October

  • Movings/Shakings, brought to you by Marsden Inch
  • October 18, 2019
  • StopPress Team
Movings/Shakings: 18 October

Industry happenings at Verizon Media, We Are Frank and MiQ.

Read more
“There will always be people to guide and help inform our decisions”: The state of influencer marketing in New Zealand
features

“There will always be people to guide and help inform our decisions”: The state of influencer marketing in New Zealand

Following the birth of social influencers, we speak to The Social Club’s Georgia McGillivray about how the industry is taking off in New Zealand as marketers see results.

Dean Buchanan departing NZME

  • News
  • October 18, 2019
  • StopPress Team
Dean Buchanan departing NZME

NZME's group director of entertainment, Dean Buchanan, has announced today that he will be departing the business on 29 November after six years in the role.

Read more

StopPress noticeboard: 18 October

  • Noticeboard
  • October 18, 2019
  • StopPress Team
StopPress noticeboard: 18 October

Launches, expansions and acquisitions across the Industry.

Read more

MediaWorks to sell TV business

  • Media
  • October 18, 2019
  • StopPress Team
MediaWorks to sell TV business
Michael Anderson

MediaWorks has announced it intends to sell MediaWorks TV as well as its Flower Street property which includes its television head office and studios. It will retain ownership of radio and QMS.

Read more

MediaWorks comedy cuts points to bigger TV problems

  • Media
  • October 17, 2019
  • Radio New Zealand
MediaWorks comedy cuts points to bigger TV problems
Jeremy Corbett - and a slice of cheese - on 7 Days / Photo: screenshot /3Now

Broadcaster MediaWorks is cutting key local TV comedies. Mediawatch says It’s a further sign of the company’s deepening problems and wider troubles in free-to-air television, and is also a headache for the broadcasting funding agency New Zealand On Air.

Read more

Battle of the billboards on Ponsonby Road

  • Advertising
  • October 17, 2019
  • StopPress Team
Battle of the billboards on Ponsonby Road
Photo: Vaughn Davis (Twitter)

On Ponsonby Road, a Lumo digital billboard has been spotted in front of a JCDecaux billboard. StopPress went to the players involved to ask what was going on.

Read more
Sparking authentic conversations with Populr
Sponsored content

Sparking authentic conversations with Populr

Influencer Month kicks off with New Zealand's leading influencer marketing platform, Populr. Here, managing director, James Polhill, talks about sparking authentic conversations between brands, influencers and their fans, while reaching millions of customers across all major platforms.

Lisa Fedyszyn and Jonathan McMahon to depart Stanley St

  • Advertising
  • October 17, 2019
Lisa Fedyszyn and Jonathan McMahon to depart Stanley St

Executive creative directors Lisa Fedyszyn and Jonathan McMahon have resigned from Stanley St.

Read more

Bridging the digital divide: New Zealand’s first Think With Google event

  • Events
  • October 17, 2019
  • Caroline Rainsford
Bridging the digital divide: New Zealand’s first Think With Google event

This week marked New Zealand's very first Think With Google event, 'Bridging the Digital Divide'. Here, country director of Google New Zealand Caroline Rainsford shares how these events will help create meaningful business connections.

Read more
Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit