Outdoor provider APN Outdoor has joined forces with community marketplace, Gumtree, to bring to life a true media first using its premier Elite Screen network in Brisbane.
The campaign, currently live in market, provides a platform for Gumtree to extend the site’s existing car dealership advertising and subsequently share these messages in environmentally relevant locations using APN Outdoor’s Elite Screen Network.
The campaign has come to life using solely APN Outdoor’s inventory and marks an exciting development in the digital outdoor sector in Australia, particularly for APN Outdoor. The technology utilised throughout this campaign allows immediate and feed enabled creative flexibility, speaking to the contextual relevance that digital outdoor is able to provide.
Mark Fairhurst, general manager-sales, APN Outdoor commented on the exclusive campaign: “Gumtree’s vision and expertise in their field is epitomised through this campaign. The ability to take native content, that can exist on Gumtree’s site and amplify it using digital outdoor, with the control but immediacy of feed integration is a breakthrough in this field and something we hope to see more of in the future.”
The campaign focusses on Gumtree’s B2C automotive platform, whereby existing advertisers on the platform have their ads filtered through from online to digital outdoor on APN Outdoor’s Elite Screen network across Brisbane.
Sara McConkey, head of marketing and PR, Gumtree, commented on the exciting campaign. “We’re really excited to be the first brand involved in what is a unique opportunity in the outdoor space. Gumtree is always looking for new ways to engage consumers in real time and showcase the range of products on offer across the platform. As Australia’s largest marketplace for used car listings*, the opportunity offered by APN Outdoor allows us to amplify the reach of our sellers’ car listings and target the right people with the most relevant message.”
Kate Milligan, Gumtree business director PHD said: “It’s great to see APN pushing innovation in the OOH market and helping us plan more effectively for clients. We are truly moving from ‘anonymous broadcast’ to ‘identified broadcast’ and this opportunity has allowed Gumtree to target audiences with the right message at the right time, but most importantly with that all illusive high impact.”
The campaign is now live across the Brisbane Elite Screen network across eight premium digital sites, exclusively using APN Outdoor’s inventory. This campaign is yet another indication of APN Outdoor’s enduring commitment to leadership and pioneering of digital outdoor across the Tasman. The Outdoor leaders have recently announced ongoing developments across their Elite Screen, Transit Technology, XtrackTV and Airport portfolios that have been enthusiastically embraced by media agencies and advertisers alike.
*excluding demo and near new cars