At the end of last year, Spotify crunched the numbers and surfed its playlists to give thanks to its users for a ‘weird’ 2016. Now, Spotify’s brought its highly successful ‘Platform for Discovery’ campaign to New Zealand shores to highlight some the most bizarre habits of Kiwi listeners.
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.
With outdoor ad revenue booming, the timing couldn’t be better to get into the industry. But Lumo founder Phil Clemas is looking for more than a quick buck and short-term gains. He’s looking to build something with staying power.
For most of us city dwelling folk, Phantom Billstickers’ much-lauded Poetry Project—the poster company’s ongoing mission to have verbal inspiration dotted around unassuming urban settings—has become a familiar and welcome sight. Now, with the Phantom Art Project, the company’s looking to extend the initiative’s ethos to showcase the best of local visual talent.
The outdoor industry has been busy over the last 12 months, flicking the switches on digital sites across New Zealand’s major metropolitan regions. And this trend seems set to continue in 2017, with QMS announcing a partnership with Auckland Transport that will see 39 animated digital sites launched at major commuter hubs.
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.
Standard Media Index (SMI) has released a snapshot of advertising spend across the different media platforms for the past two years to reveal digital’s rapid growth has yet to overtake TV’s share of the dollar.
If you’re looking for a tangible metaphor of the fragmentation in media, look no further than the 2 Cheap Cars billboard currently on show in Auckland. The company’s single billboard has been split into three disparate sections, creating a completely disjointed message.
VMO joins MediaWords and NZME with its digital screens however, the new kid on the block is taking its advertising to the workplace.
In both the real world and online world, advertising is rife. Billboards block the view of public spaces while pre-roll ads stand between audiences and their videos. But is there a way to stop it? A public access project, the law and even an app suggest there is.
MediaWorks has teamed up with Adshel to make sure the Newshub brand can be seen anywhere and everywhere, keeping commuters updated with the latest news headlines from Adshel’s digital network.
Westpac has taken a cheeky approach to its promotional push with a poster encouraging potential customers to go in and chat to one of its consultants. Rather than taking the usual approach of promising expert advice, the bank is tapping into the shame people often feel about their finances.
Investment company Infratil Limited has sold its 100 percent stake in iSite Media to QMS for $49 million. StopPress chats to iSite chief executive Wayne Chapman about what this means for the business.
For the latest season of MKR NZ, TVNZ played the regional card pretty hard in an effort to drum up some parochial support for the contenders. And it seems to be a successful strategy, because Sugar & Partners, Carat and NZ Rugby are claiming victory after its outdoor and social media campaign got the punters talking about the ITM Cup.
To draw attention to the tech underpinning the headlights of its new A4 model, Audi has launched an innovative piece of outdoor advertising that picks up on pedestrians and illuminates them while they are crossing the road. In addition to illustrating the mobility of the lights in the system, the activation also serves make those crossing the road more visible when the streets are dark.
We want you to participate in a short survey that will capture your opinions about several out-of-home media companies. This survey will take about 15 minutes to complete. And by completing it before October 16, you will be entered into the draw to win one of five vouchers worth $200.
iSite Media has invested heavily in its own measurement and planning tools over the past few years, with its efforts to provide better targeting and planning tools for buses in 2013 earning it a host of awards and some new customers. And now it’s applying a similar model to billboards.
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.
British tabloid newspaper The Sun ran an eye-catching campaign during the high profile British election to encourage people to vote with the tagline “Helping Britain win the election”. The campaign was created by Grey London and promoted The Sun’s straight-talking political reportage and its free-to-access SunNation portal.
As technology continues to develop and become more readily available, it gives ad agencies the means by which to evolve the traditional media channels—and this is particularly prominent in the out-of-home advertising category. Locally, we’ve already seen billboards update in real-time during the elections, we’ve seen selfies linked from Twitter to outdoor digital screens, and we’ve had outdoor creative adjusting in accordance with the temperature. And now, Ogilvy & Mather in Hong Kong is taking it a step further with a new anti-littering campaign that uses the DNA of litterbugs to create digital faces that have a resemblance to the actual people who dropped trash on the floor.
Outdoor digital advertising has had a slow roll out in Auckland due to council regulations about visual impact and safety, and this means that Auckland doesn’t quite have the digital glow of New York’s cityscape just yet. However, outdoor digital advertising is gaining momentum in the Super City, and the Auckland Council is showing a willingness to engage with out-of-home media owners on the incorporation of new digital sites. While outdoor advertising company APN was the first to unleash a digital billboard in Auckland city, other companies were soon to follow. And one of the latest is iSite, which has just announced a new billboard collection called ‘Aura’ that will feature two high profile sites in the heart of Newmarket in June, according to iSite Media chief executive Wayne Chapman.
The Building and Construction Industry Training Organisation (BCITO) has launched a new campaign with the aim of recruiting 5,000 new apprentices. And it’s doing it by focusing on the pros of working in construction, such as not racking up a huge student loan, being fit and muscular, spending time outdoors and being a total babe magnet.
As a quintessential challenger brand, independent, family owned oil company Gull has tried a few things to get noticed, from themed toilets, to aggressive pricing (and criticism of the pricing structure of its national competition), to road rage reduction tools to docking wages of staff for customer theft. And, in an effort to draw attention to its biofuel, Gull Force 10, it worked with Contagion to create an edible billboard as part of its sponsorship of the Splore music festival.
oOh! media has further embraced the digital age by expanding its network of retail digital assets across New Zealand after securing long-term contracts with key shopping centres. Updated with some thoughts from oOh! Media chief executive Brendon Cook.
As mentioned last week, ANZ decided to embrace the rainbow by bringing GAYTMs to New Zealand. And, as of today, they’re out and proud in Auckland and Wellington.
New Zealand’s main telco superpowers are butting heads after a billboard war, with both companies claiming to have the country’s largest 4G network. The skirmish has resulted in lawyers’ letters, threats of ASA complaints and general back-and-forth bickering, and a resolution still isn’t on the cards.
Sky has kicked off its promotional efforts in the lead up to the 2015 Cricket World Cup with an outdoor campaign that features the visages of real fans supporting their teams.
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.
iSite Media’s head of freshness (yes, that is his official title) Rupert Fenton got botox the last time his company had something to celebrate. As the company launches Reach and Frequency, a targeting tool that allows marketers to further target bus advertising, we wonder how he’ll be celebrating this time around.