APN Outdoor expands its national digital footprint

Outdoor advertising company APN Outdoor New Zealand has unveiled plans to transform three high-profile Auckland billboards. 

The conversion will see inbound and outbound panels framing the iconic Parnell Bridge and outbound panel of Khyber Pass, go live later this year.

The Parnell Rise billboards aim to grant viewers high viewability, with the panels sized 18m x 4.5m and its position adjacent to the Southern and North-Western motorways, which captures 1.9 million contacts per month.

As for the prospective Khyber Pass digital billboard, it will be sized at 14.4m x 4.8m and hopes to capture traffic heading towards the Southern Motorway, Mt Eden, Ponsonby and city from Newmarket. Its impact reaches 900,000 contacts per month providing decent exposure for the advertising outfit.

APN Outdoor New Zealand general manager Mike Watkins says the out-of-home industry has experienced fantastic growth over the past two to three years.

“This has been fueled by the proliferation of conversion of static sites to digital.”

Recently released SMI figures from Standard Media Index (SMI)—which proved 2017 to be a record year for ad agency spend with showing $1.048 billion was spent on major media across the year also showed $136,301,880 was spent on outdoor. That was up 18.4 percent on 2016, making it the fastest growing media category in terms of agency spend.

SMI managing director for Australia and New Zealand Jane Ractliffe explained that momentum comes off the back of innovation in the industry. She said as long as outdoor companies continue to digitise their inventory, the category will continue to grow.

This is what APN Outdoor is harnessing. Watkins says that the three incumbent digital billboards are exciting additions to its national network, and will look to take full advantage of creativity and technological savvy integrations such as RSS feeds and recognition software that will become available to them. 

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