It was over five years ago QMS NZ launched the first local outdoor measurement tool and now, it’s delivering its smartest insights yet, with the addition of mobile data to its Datalab products.
Earlier this year, NZ Marketing magazine put it to marketers share their thoughts on the different advertising platforms and rate them, with the information collated in the Media Momentum Index. It revealed of all the platforms, out of home received the lowest score for measurement, just four out of 10, which was supported by comments that accurate suggesting realistic data is a weakness of the industry. And while it received high scores for its adaptability buoyancy and cut through, it’s all irrelevant if advertisers don’t have access to audience measurements.So we went to the advertising suppliers to see what they are doing to solve measurement challenges and get their take on the overall OOH situation in New Zealand.
Bigpipe has advertised on its first ever billboard after focussing most of its advertising budget online, saying it wants to mix things up to reinforce its message.
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.
The Outdoor Media Association of New Zealand (OMANZ) today announced a fourth quarter revenue total of $18,659,878, up 1.3 percent from the same time last year. This figure brought the revenue total for 2013 to $66,455,096, which OMANZ says is a 13 percent increase from 2012.
APN Outdoor and Auckland Council are taking the first step towards transforming Auckland’s CBD into the Times Square of the South Pacific, unveiling the first of six digital billboards to be placed across the city.
Tui is breaking years of tradition by adding some colour to its usually stoic black and orange billboards, in honour of duck shooting blokes everywhere.
This week saw the launch of APN Outdoor’s ‘Turning Heads’ campaign and top of the agenda towards getting people to turn heads is the launch of new large format digital billboards in Auckland.
AUT’s Paul White has been challenging assumptions around outdoor advertising.
After the earthquake New Zealanders everywhere quickly reached into their pockets, but many wished they could do something more practical to help. Well, small Tauranga-based advertising agency Flame had a stroke of inspiration after realising it had valuable assets lying around in the form of old billboards skins that would otherwise go unused, so a few quick calls to clients and billboard operators like iSite and Oggi and Flame’s Zak Lassey says it managed to round up a few hundred skins that were easily utilised as tarps for roofing, long drop covers, tents, or wherever else they were needed in Christchurch. And, as they’re still needed, he thinks other, larger agencies, clients and media owners should follow its lead.
Wammo, Pound & Mash returns this week with a look at the democratisation of creativity as a promotional tool. And some top billboard efforts from DDB for Spartacus.
As Air New Zealand’s young, slightly more controversial upstart brand, grabaseat has always been given a bit more marketing rope than its parent. It’s certainly come up with some slightly unusual promotions in its time and it openly claims to do things in a way “that sometimes offends, sometimes makes you laugh, sometimes makes you cry and sometimes is just plain dumb”. But whatever grabaseat does, there’s always someone out there who will tell them how to do things better, apparently. So instead of fighting against the haters, it has decided to harness the creative power of the masses with the grabaseat billboard website.
APN Outdoor launches its website today with a barrel of features that bring the outdoor advertising medium to life.
You can map out your whole outdoor campaign before spending a cent on production and media using the Campaign Creator tool. By searching through over 600 sites by size, location and …
On a billboard, that is. For this month only, the hot Hollywood actress of Cuban extraction graces outdoor supersites for Calvin Klein ‘Body’ jeans. Be warned of traffic and pedestrian congestion outside Wellington’s Manners Mall and the corner of Parnell Rise and Stanley St in Auckland. Miss September never …