Outdoor advertising revenue grows, APN Outdoor aims to cash in with new offering – UPDATED

  • Outdoor
  • November 26, 2013
  • Damien Venuto
Outdoor advertising revenue grows, APN Outdoor aims to cash in with new offering – UPDATED

Quarterly statistics released by the Outdoor Media Association of New Zealand (OMANZ) indicate strong revenue growth figures for the out-of-home advertising category. 

According to Adam McGregor, the general manager for OMANZ, the third quarter results for 2013 showed accumulated revenue growth of 18 percent for the year to post an overall amount of $47.8 million, the highest since the global financial crisis (GFC) hit (excluding the Rugby World Cup year).

This is a promising result, given the residual effects of the 2008 meltdown in the years that followed it. In 2006, outdoor advertising brought in $79 million and contributed 3.3 percent of the total industry turnover in New Zealand. By 2009, in the aftermath of the GFC, this figure had dropped to $68 million, the lowest recorded since 2004. During 2010 (a FIFA World Cup year), the figure climbed slightly to $70 million, before ballooning to $83 million for the 2011 Rugby World Cup. The party was however short-lived, with 2012 figures showing revenue of only $67 million, even lower than those recorded post-GFC.

Wayne Chapman, the chairman of OMANZ, said that the 2013 results were a step in the right direction and that all members of the association were focused on the “overarching objective of increasing New Zealand OOH market share to five percent.”

This team objective has not stood in the way of free-market competition, with APN Outdoor recently launching a new portrait offering that, it seems, is designed to compete with Adshel's smaller format offering.         

APN Outdoor’s ‘Portrait 10 Pack', which is set to go live on 27 January 2014, will feature ten portrait billboards (each of which are seven times larger than those used by Adshel) at ten hand-selected sites close to retail precincts and on main roads.

Phil Clemas, the APN Outdoor general manager, explains, "Three things were important to us when choosing the sites: we wanted quality positioning that had good visibility; we wanted it to be on roadways with high traffic; and the positioning had to be close to major shopping precincts." 

The real point of difference with this offering is that it moves away from the traditional one-month block to offer the ad space for two weeks, during which, APN Outdoor claims, the billboards will deliver a contact frequency of 4.3 million views.  

The billboards, which feature a frameless wrap-install system and LED backlighting, have been targeted at premium brands that would like to maximise their outdoor exposure over a short period of time. "The two-week cycle offers more flexibility in the sense that companies that might not have the budget to pay for a full month can now also afford large-format outdoor advertising," says Clemas.

The 14-day blocks will be sold at $29,500 throughout the year, and this price includes blowing up ad graphics to fit onto the much larger billboards.           

APN Outdoor has already sold two blocks for 2014, and Clemas is optimistic about the project saying, “We know the ‘Portrait 10 Pack’ will be extremely attractive to advertisers because of the fortnightly booking schedule, the premium locations of the sites and the high level of audience numbers it delivers.” 

According to Nielsen, outdoor billboards were the second most widely viewed location for out-of-home advertising. 

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.

Movings/Shakings: 19 July

  • Movings/Shakings, brought to you by Marsden Inch
  • July 19, 2019
  • StopPress Team
Movings/Shakings: 19 July

Industry happenings at Adobe, Method, Colenso BBDO, and Pead PR.

Read more

Instagram testing no 'likes' in NZ

  • Media
  • July 18, 2019
  • Radio New Zealand
Instagram testing no 'likes' in NZ

Instagram will test the removal of 'likes' from New Zealand-based users' content from today.

Read more

Top ten TV ads named in new viewer-led research by Think TV and TRA

  • Advertising
  • July 18, 2019
  • StopPress Team
 Top ten TV ads named in new viewer-led research by Think TV and TRA

The viewers have spoken, and New Zealanders have named their favourite ads on television, covering off weddings, birthdays, bank heists and everything in between.

Read more
topics
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 ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
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 ...

Gray Matters: worry, demand for digital, customer journey and celebrity endorsements

  • Voices
  • July 18, 2019
  • Graham Medcalf
Gray Matters: worry, demand for digital, customer journey and celebrity endorsements

Graham Medcalf takes a look at the week that was, covering stress in the industry, digital talent, as spend on Facebook and safety around celebrities.

Read more
IP partnerships: Walking in the clients shoes
features

IP partnerships: Walking in the clients shoes

Do agencies work with clients like genuine partners that invest in useful outputs and creative thinking to help brands and businesses grow? Or are they more like lawyers and accountants: a necessary contract resource? Erin McKenzie looks at IP partnerships, and how agencies and clients are sharing the load for better results and rewards. Part two of two.

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.

New Zealand digital advertising grows by almost 13 percent in Q1 2019

  • Advertising
  • July 17, 2019
  • StopPress Team
New Zealand digital advertising grows by almost 13 percent in Q1 2019

Total digital revenue in New Zealand continues to climb, reaching $275.4 million in the first quarter of 2019, achieving 12.6 percent growth on the same quarter in 2018, following five consecutive quarters of double-digit growth.

Read more

Wrestler's Ben Forman writes home about his experience at Forbes 30 Under 30 in Asia

  • Voices
  • July 17, 2019
  • Ben Forman
Wrestler's Ben Forman writes home about his experience at Forbes 30 Under 30 in Asia

Wrestler founder Ben Forman attends the Forbes 30 Under 30 summit in Hong Kong, and comes back with a new dream for New Zealand.

Read more
Nurture, influence, engage: How Marketo Engage, part of Adobe Experience Cloud, is helping businesses drive revenue
Sponsored content

Nurture, influence, engage: How Marketo Engage, part of Adobe Experience Cloud, is helping businesses drive revenue

Are you focused on B2B, B2C, or B2E (everything, everyone, everywhere)? At Adobe’s 2019 Symposium in Sydney last month, Will Griffith, head of Australia and New Zealand for Marketo Engage at Adobe, took to the stage with Kae Hum from its client Uber for Business to talk about how Marketo Engage is helping marketers and sales teams identify potential customers and nurture them along the decision-making process.

Ads of the Week: 16 July

  • TVC of the Week
  • July 16, 2019
  • StopPress Team
Ads of the Week: 16 July

A round of applause to Mercer KiwiSaver and Drive Go (NZTA and ACC).

Read more

2 Cheap Cars fined $438,000 under the Fair Trading Act

  • Advertising
  • July 16, 2019
  • The Register Team
2 Cheap Cars fined $438,000 under the Fair Trading Act

Used car dealer 2 Cheap Cars has been fined $438,000 for its use of “warranty waiver” documents and marketing statements described as “deliberately misleading”.

Read more

Outgoing Spark CEO Simon Moutter talks transformation, diversity and leaving a legacy beyond just metrics

  • Tech
  • July 16, 2019
  • Elly Strang
Outgoing Spark CEO Simon Moutter talks transformation, diversity and leaving a legacy beyond just metrics

Simon Moutter has just wrapped up a seven-year tenure at Spark, where the changes the company has gone through under his reign are nothing short of radical. From its name change (Telecom to Spark) and its operating model (traditional to agile), to its culture (publically called out to inclusive) and its structure (monopoly brand to many). Elly Strang sat down with Moutter had a candid chat about his journey to CEO and how one of his biggest lessons was he couldn't solve a culture issue with process and strategy.

Read more

Kiwibank and 99 form new partnership

  • Advertising
  • July 15, 2019
  • StopPress Team
Kiwibank and 99 form new partnership

When Kiwibank went to market and asked for agencies to get involved with an 'unpitched' pitch process, some of the best agencies, one-man-shops and consultancies threw their hats into the ring. After a thorough process, Kiwibank has appointed 99 as its lead strategic and creative agency partner, responsible for all above the line brand and retail work.

Read more

Adopting an open framework to experience design

  • Voices
  • July 15, 2019
  • Edwin Rozells
Adopting an open framework to experience design

Colenso BBDO head of transformation Edwin Rozells looks into how client marketers can improve their customer experience efforts with the open customer architecture.

Read more

Broadcasting watchdog targets ‘harm’

  • Media
  • July 15, 2019
  • Radio New Zealand
Broadcasting watchdog targets ‘harm’

‘Freedom in Broadcasting without Harm’ is the newly-stated mission of our most powerful media watchdog. The BSA is also asking if broadcasting standards need to change after the Christchurch mosque attacks. This could be controversial against the backdrop of increased angst about hate speech and freedom of expression these days.

Read more

Radio Hauraki gets behind men’s mental health with ‘No Talk Day’

  • Advertising
  • July 12, 2019
  • StopPress Team
Radio Hauraki gets behind men’s mental health with ‘No Talk Day’

Radio Hauraki will be observing a ‘No Talk Day’ on 9 August in association with Movember Foundation New Zealand, following a similar initiative by Triple M Australia.

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