Adshel rolls out digital roadside ads and competition to match

Adshel has launched New Zealand’s first national digital roadside network, Adshel Live, and, to celebrate its screens, it’s giving Kiwis the chance to win one for themselves.

Adshel Live launched in Auckland last year and advertisers have since embraced the opportunities digital enables, including flexibility, the ability for multiple brands to use one site and the ability to update information in real time. Now, general manager Nick Vile said in a release, the national network will allow for the delivery of greater scale and is a “key milestone for company and a major step forward for digital out-of-home”.

The network includes 150 ultra-high definition screens across Auckland, Wellington and Christchurch located in main arterial routes and key shopping precincts.

Sales and marketing director Ben Gibb said the scale of the network is unmatched in the roadside digital out-of-home category in New Zealand.

“We can now offer clients the ability to deliver dynamic, contextually relevant communications beyond just a handful of sites in the CBD, for even greater impact and reach,” he says.

To celebrate the network going live, Adshel has launched a Screen Grab promotion, giving away one LG ultra-high definition TV every day for the next ten working days, starting from this week. Entrants need to visit adshellive.co.nz and use the interactive map to pick a screen and fill out the form.

Each day, a screen will be drawn and the name next to it is the winner. If there is more than one name with the screen, a winner will be drawn from them.

While the digital roadside network is being celebrated as a milestone, earlier this year, Adshel CEO Rob Atkinson looked into the future of OOH and told StopPress digital OOH might one day see animation on the streets.

He said with the invention of driverless cars, driver distraction won’t be an issue and there will be more dwell time.

He also sees a future in which bus shelters become a “connection hub” and act as a source of value for local council and public transport networks with digital features able to provide information to the public moving around cities.

With the growing opportunities, is there a chance of too much adverting in New Zealand’s outdoor environments?

OMANZ chair and iSite CEO Wayne Chapman said New Zealand has tight regulatory rules and all the councils have frameworks in place to control the erection of outdoor ads.

He said should a billboard or sign not meet the requirements, including level of distraction, “the council has the right to reject applications and it does so frequently”.

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