Go Media has announced it will be rolling out its first five digital billboards across Wellington, Hamilton, Tauranga, Palmerston North and Otaki.
This marks an important step for the outdoor media company in that the digitisation of its sites offers an opportunity for greater earning potential for the company as well as a more creative platform for dynamic messaging for advertisers.
According to some industry estimates, digital sites earn on average around two to two and half times as much as static sites, largely due to the increased inventory available when creative rotates.
However, this earning potential greatly increases for sites in key locations with high rates of vehicle or pedestrian traffic.
One site that certainly fits in this category is 12-by-three metre site, located on the overbridge opposite Wellington's Westpac Stadium targeting homebound consumers.
“Our first site is high profile and it will clearly capture the attention of Wellingtonians and clients alike," says Go Media managing director Mike Gray. "We’re thrilled to announce our expansion into this city, further strengthening our digital offering."
Go Media also has plans to target city-bound commuters with a second site on the opposite side set for launch later this year.
Gray adds that other launch of the other sites will also give advertisers access to consumers located in the regions.
"For big and small brands operating in regional markets, digital out of home is a sure-fire way of building brand fame and consideration with customers," Gray says.
“Go Media’s digital investment in the regions, with a population catchment of 542,600 people, now enables national brands with a local footprint to efficiently reach their customers, at a fraction of the production cost.”
The rollout begins with the Palmerston North site going live on 16 July. Tauranga will follow on 24 July, Hamilton the next day on 25 July, Otaki on 1 August and Wellington on 18 September.