Health isn’t the easiest thing to talk about, and men, in particular, aren’t known for divulging much on the topic. So in the lead up to Men’s Health Month in June, the Men’s Health Trust (MHT) has created a conversation starter, with a new campaign featuring prominent Kiwi men as ‘Goodfellas’.
Browsing: Phil Clemas
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.
The outdoor industry is in the middle of a golden run in New Zealand, with 11 consecutive quarters of growth and a compound annual growth rate (CAGR) of ten percent since Jan 2013 making it second only to online as the fastest growing media channel. Digital screens are driving most of that growth. And things are changing rapidly as all the big players invest heavily to try and get a piece of the pie, so here’s a rundown on what they’re all up to.
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.
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.
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.
Since the beginning of the week, Men’s Health has been causing people across Auckland, Wellington and Christchurch to do some serious double takes, thanks to a controversial set of posters that are designed to encourage men to talk about their health issues. But Men’s Health isn’t the only organisation making Kiwis gawk. Love Your Condom has continued its risque approach to raising awareness about condom usage among the nation’s gay men with a new campaign that features the chiseled body of poster boy James Luck.
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?