Adshel’s new digital installation had passersby slowing down as they walked past the Adshel tour group at Town Hall station in Sydney this afternoon.
Speaking after the tour at a lunch today, Rob Atkinson, Adshel CEO, outlined how Adshel are turning traditional media into transactional media as many of the billboards will be interactive.
“We believe it’s about leveraging convergence,” he said.
“We’re in the perfect place, we’re the glue that keeps everything together, social media, mobile, out-of-home… it’s a marriage made in heaven. And now it’s about bringing that opportunity to you.”
The use of real-time data was another key aspect of Adshel’s digital outdoor advertising, allowing clients to capitalise on what’s going on right then and there.
Partnering up with Australian Radio Network (ARN) for the launch, marketing director Nicole McInnes led media agency professionals around Town Hall station to observe the newly installed digital billboards, many donning a kiss-blowing Jackie from ARN’s Kyle and Jackie O show on KIIS 1065.
Over the coming weeks Adshel plans to unveil 186 digital displays across 14 major train stations, including Wynyard, Kings Cross and Bondi Junction.
According to Kinetic and Clear Channel, UK Interactive out-of-home (OOH) Trial, and cited by Adshel, 80% of people think brands should be using interactive OOH advertising.
One third of commutes are also likely to purchase after seeing OOH advertising, according to Rail Corp Insights 2014.