All eyes on you
JCDecaux New Zealand has unveiled a large format digital billboard on the Khyber Pass Flyover.
The billboard is 14.4metres x 4.8metres in stature and features a backlit screen allows for 24-hour visibility in high definition.
It’s also overhead of the road and in close proximity to traffic lights so campaigns are highly visible with extended viewing time by travelling audiences.
About the new site, JCDecaux New Zealand Country Head, Mike Watkins said: “The digitisation of the Khyber Pass Flyover follows JCDecaux’s conversion of both sides of the Parnell Overbridge earlier this year. These transformations give advertisers the opportunity to associate themselves with iconic, Auckland sites, while leveraging the strength of JCDecaux’s digital media offering.”
A first for out-of-home
Lumo and Seedooh’s partnership has seen Seedooh’s reporting and verification platform will be integrated into LUMO’s digital system to create an independent campaign delivery reporting function, that works seamlessly within the end-to-end campaign delivery processes.
It will allow advertisers to access near real-time proof of their digital OOH campaign delivery and receive rich data to help evaluate campaign performance across Lumo’s digital media network.
In the announcement, Phil Clemas, Lumo co-founder and CEO said Seedooh will connect, verify and automate its display reporting on all campaigns, so Lumo can firstly confirm what occurred and then work more closely with customers on achieving better, more effective campaigns.
Seedooh has aligned with PwC to bring third-party verification of Out-of-Home data in its platform to create clear, validated and standardised reporting for advertisers, media agencies and out-of-home media owners. Launched in July 2017, the Seedooh platform provides near real-time delivery data for out-of-home campaigns in both digital and traditional formats and has been adopted at scale in Australia.
Seeing double
oOh!media has added an additional ten double-sided digital screens to its street furniture offering, extending its digital roadside network to more than 300 individual panels.
This latest round of deployment is focused on inner-city locations across New Zealand, including Auckland’s Queen Street and Wellington’s Lambton Quay.
In conjunction with the location positioning, there has been a continued focus on investment into product quality with all screens deployed being state-of-the-art ultra-high definition 75-inch screens, capable of delivering 4K content and that adjust illuminance dependent on ambient light conditions.
oOh!media general manager for New Zealand Nick Vile said the new installations offers advertisers the ultimate platform to reach their target audience at the right place and in the right moment.
“The advantage of digital Out of Home advertising is that it supports technology and data-led planning, enabling individually-tailored messages to deliver greater relevance to audiences, ultimately enabling more effective campaigns.”
“Our commitment to the digitalisation of out of home continues to drive growth opportunities, supporting our increased investment in infrastructure to align with population growth,” he said.
Going Global
Nielsen has expanded its advertising measurement on YouTube’s mobile app with Nielsen Digital Ad Ratings to 26 additional countries including New Zealand.
The service, now available in 34 countries, builds on Nielsen’s current measurement coverage of YouTube ads on desktop and mobile web browsers to provide marketers independent and comprehensive cross-device measurement of advertising audiences on YouTube across computer and mobile devices.
With this expansion, Nielsen Digital Ad Ratings clients will have access to age and gender demographics for consumers viewing advertising on the YouTube mobile app, as well as reach, frequency and gross rating points (GRPs).
Measurement of YouTube ads uses a consistent methodology with all other mobile publishers in Digital Ad Ratings — enabling both media buyers and sellers to leverage truly comparable and deduplicated persons-based measurement across publishers in their media planning and execution. With Nielsen Digital Ad Ratings, publishers, advertisers and media agencies will be able to gain a deeper understanding of their audience across YouTube using metrics comparable to those used for TV.
