Out-of-home advertising company Adshel has announced a series of developments across its Australian and New Zealand operations to strengthen its position in the competitive outdoor advertising market.
Adshel has increased the number of digital screens across the Sydney Trains network from 130 at the beginning of the year to 200 expanding its presence to key train stations such as Circular Quay, Newtown, Redfern, Milson’s Point, St Leonards, Edgecliff, Hurstville and Hornsby.
As part of this, from Q4 and in partnership with Site Tour, Adshel is opening automated trading to all its 200 screens giving advertisers and their agencies the ability to buy premium inventory on the screens they want, when they want quickly and efficiently. This will offer Australia’s largest audience available through out-of-home automation.
After launching the world’s first national beacons network in Australia, Adshel is creating a national beacons network in New Zealand with 1000 beacons being rolled out nationwide in major metropolitan and key regional markets. The network will be live from October. It will initially take a ‘listen and learn’ approach to build data on how the technology meets the needs of consumers and advertisers, and to profile Adshel’s outdoor panels, improving audience targeting.
In addition, following the digitisation of 35 of Adshel’s street furniture panels in Auckland, the Company intends to expand its digital screen street furniture network in New Zealand across Auckland and the key markets of Wellington and Christchurch throughout 2016.
Adshel’s chief executive Rob Atkinson said: “These developments will deliver advertisers accountable, efficient, data-driven solutions for their campaigns.
“We are pleased to have expanded our Sydney Trains digital network creating more coverage for advertisers looking to target commuters as they are travelling across the network. This sort of digital coverage has allowed us to explore sales automation in out-of-home. We know there is clear advertiser demand for premium outdoor inventory to be traded programmatically and we have invested in the systems to automate the sales process and create sales efficiencies for advertisers and agencies.
“We look forward to growing this capability in the industry alongside the Outdoor Media Association (OMA) and remain committed to the development of their automated transaction platform (ATP) for automated trading.”
On the progress of its New Zealand business, Atkinson said: “We are learning a lot about how we can effectively use the data to benefit advertisers from our beacons network in Australia and believe there is a lot more to learn in this area to create a truly accountable out-of-home data offering. This is why we are launching New Zealand’s first outdoor advertising beacons network.
“Adshel’s digital screens in Auckland have been very well received by advertisers with high occupancy rates until the end of the year. This shows a clear appetite for street furniture digital screens that can provide advertisers with contextually relevant, dynamic messaging at scale. This is why we intend to expand our digital screens network in New Zealand, opening up even more creative opportunities for advertisers.”