Adshel New Zealand is adding 60 screens to its Adshel Live network as it steps into phase four of its digitisation strategy. The additional screens will take the national digital roadside network to 283 screens by the end of the year.
The 283 sites spread across Auckland, Wellington, Christchurch, Hamilton and now Tauranga, will deliver in excess of 3.5 million contacts (DTVs) per day once complete.
The phase four rollout commenced in March with 14 new sites already live in Auckland taking the Auckland network alone to 147 screens, delivering 2.5 million contacts (DTVs) per day across the greater Auckland area.
Adshel New Zealand general manager Nick Vile says this roll-out is the fourth phase of its ongoing digitisation strategy, enabling Adshel to deliver the campaign flexibility and contextual relevance of digital at an even greater national scale.
“It is a substantial civil works and infrastructure exercise, but it means Adshel will continue to remain at the forefront of digital innovation within the out-of-home market.”
The new locations will feature 75-inch, ultra-high definition screens capable of 4K content which adapt to the ambient light conditions, ensuring continuity of the quality display.
Vile says, investment in digital and data capabilities is continuing to drive growth opportunities with increased investment in infrastructure to support population growth.
Site selection has focused on maintaining the positioning of the network and supplementing the existing national footprint by delivering coverage in new suburbs and regions, adding to the reach and frequency of the network.
Where possible, sites have been placed in proximity to retail and entertainment precincts, offering advertisers the opportunity to reach New Zealanders where they live, shop, work or play.
“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 relevance to audiences and more effective campaigns."
Phase four of the Adshel Live expansion will be complete by the end of 2018.