In the wake of news breaking about Ooh Media winning the bidding war to acquire Adhsel from Here, There & Everywhere (HT&E) we take a look at what the move means for the local market. UPDATE: The Australian Competition and Consumer Commission’s (ACCC) decided it will not oppose the acquisition.
Browsing: APN Outdoor
After a performance that could be compared to stalling in 2017, StopPress sits down with APN Outdoor chief executive James Warburton, and general manager for New Zealand Mike Watkins, to hear how APN Outdoor is tracking financially, approaching the digital rollout and where they see the industry heading in the future.
APN Outdoor is joining forces with the New Zealand Olympic Committee (NZOC) as an official partner of the New Zealand Olympic and Commonwealth Games teams through to 2020.
Marketers have called loudly for a trustworthy form of measurement in outward advertising, and APN Outdoor has answered this request with a new system, called Calibre. We talk to APN Outdoor general manager Mike Watkins about why this is what marketers have been waiting for.
A common criticism often levelled at the outdoor advertising industry is that it lacks a single form of measurement to be applied across all providers. But APN Outdoor is looking to change that with a launch of a tool.
In the past week, both Adshel and APN Outdoor have announced another phase in their digital expansion.
Media companies are continually pushing the strength of their particular medium (or combination of mediums). And one popular way to show off capabilities, get creatives thinking about how to use the medium effectively and line up a few leads is to run a creative competition. NZME has its Advertising Challenge. Adshel ran the Creative Challenge for its charity client Surf Lifesaving NZ. And now APN Outdoor is joining in the fun with Pixel361°, a scheme that invites creative minds to create a digital outdoor campaign to raise awareness of the Men’s Health charity.
The battle of the big outdoor players has continued, with APN Outdoor adding 113 more panels to its arsenal after acquiring New Zealand-based billboard business Roadside Attractions from Twisted World Limited for $6.5 million.
APN Outdoor started the large-format digital party in New Zealand in 2013, iSite is set to launch its own large format digital network soon and a few other smaller players have added their own sites. Now Adshel is joining in the fun, with 35 digital panels set to be switched on in the Auckland CBD and fringe suburbs in June. And general manager Nick Vile says it opens up a range of possibilities for advertisers.
The outdoor industry is chugging along nicely at the moment, with a good increase in ad spend in the latest ASA figures and plenty of action on the digital front from the big players. And two of those big players—oOh! Media and APN Outdoor—have released studies they hope will put a bit more wind in the sector’s sails.
The one major advantage of a digital billboard is that it can be updated instantly to reflect something that is happening at a specific moment. During the election, TV3 used this to its advantage by feeding live updates of the results onto APN Outdoor’s collection of digital billboards in Auckland. And now, DDB and ZenithOptimedia are collaborating with Mother Nature on a new outdoor campaign for Speight’s that adjusts in accordance with the temperature.
Digital outdoor advertising again made its way into the media this week with the announcement that a gigantic billboard—the length of a football field and eight storeys tall—was about to be installed at New York City’s Times Square. The story was picked up by various mainstream publications across the world and once again served as a reminder of how hot digital screens are right now. Here in New Zealand, the adoption of digital screens has been slower, but APN Outdoor and Westpac recently added a few more glowing rectangles to Auckland.
Much in the same way that client demand has driven the search for more granular audience insights, the outdoor industry has also been making moves to meet the growing expectation of digital solutions. APN Outdoor was first to that large-format party with its digital billboard network in Auckland and now it’s set to switch on New Zealand’s largest high-resolution digital billboard at Auckland Airport in December. PLUS: Two new screens coming to ASB Showgrounds.
On election night, MediaWorks collaborated with SparkPHD and digital media agency Ngage to feed live election results onto APN Outdoor’s digital billboard network around Auckland, making TV3 the latest brand to adopt a digital approach to outdoor advertising. So given all the hype centred on the versatility and effectiveness of digital OOH advertising, where does this leave traditional outdoor advertising? And is the growth of digital also starting to affect other industries?
APN Outdoor recently commissioned research consultancy Millward Brown to undertake what has been called the “largest outdoor media study” of its kind in the Australasian market. Millward Brown found that outdoor and television advertising were the best performers in terms of ad recall, with 82 percent of respondents saying they recalled seeing ads in these channels.
Vodafone has collaborated with Image Centre-owned* digital media agency Ngage and APN Outdoor to launch a series of interactive LED billboards that members of the public will be able to engage with via their mobile phones. The content displayed on each of the three billboards, currently on display in Ponsonby, Eden Terrace and Parnell, is delivered in real time via Vodafone’s machine-to-machine technology, which negates the need for additional cabling and infrastructure.
Digital out-of-home is a big growth area for the outdoor sector, with significantly reduced hardware costs and growing awareness of the benefits it has to offer putting some major wind in its sails in recent years. It’s coming off a low base and it’s still in its infancy in New Zealand, but the investment is starting to flow from owners and advertisers. Here’s what some of the main players—APN Outdoor, oOh! Media and Adshel—had to say about the state of DOOH in New Zealand and what they have planned for the future. PLUS: OMANZ announces a new billboard audience measurement system.
Five interactive digital billboards will reign in Auckland’s CBD by the end of July, bringing a little bit more of Times Square to little old New Zealand. The existing single digital billboard in Queen St will soon link up with a network of four others that will be installed in Newmarket, Newton, Eden Terrace and Grafton, with full social media interaction capabilities.
In an effort to encourage Kiwi men to open up, Men’s Health Week (which runs from 9 to 15 June) was launched late last night via a cheeky marketing campaign by M&C Saatchi. The ‘Speak Up’ campaign will see a series of speech bubbles being attached to existing advertisements in the Auckland CBD, Karangahape Road, Newmarket, Grey Lynn and Ponsonby—all areas that have been pinpointed as areas of concern.
APN is extending its network of digital billboards with four new sites around inner city Auckland to launch in August. It’s also got big plans for new options at Auckland International Airport when it takes over those sites in November.
Christchurch Airport is no longer the sole airport listed in APN Outdoor New Zealand’s ledger, because the company has just announced that it has won the Auckland Airport account.
Quarterly statistics released by the Outdoor Media Association of New Zealand indicate strong revenue growth figures for the out-of-home advertising category. And APN Outdoor will be hoping it grows further, because it has just launched a new, smaller billboard package that will enable brands to book ad space at ten prime locations for two weeks at a time.
An APN Outdoor digital billboard scored highly for recall on a test by walkers in central Auckland bombarded by ad messages.
Carin Hercock swaps APN for Nielsen, the Red Bulletin takes a new approach, Sim Ahmed and Simon Pound join start-up Vend HQ, Damien Shatford signs with the Sweet Shop, Republik gets some Aussie biz, Big Mobile gets bigger, Rose Matafeo changes channels, Stefan Korn takes Creative HQ reins and APN Outdoor heads to Broadway.