APN Outdoor has embraced the social media movement with their first 2016 Headline Series presentation released this week. The Headline Series is a collection of research led presentations that delve into audience behavior and investigate how consumers engage with Outdoor mediums.
The Headline series is in its 4th year having begun in 2013 in which time APN Outdoor has investigated FMCG, Gen Y, Digital Billboards, Luxury and most recently Airport audience via 2015’s The Airport Economy.
Focusing on the synergy between mobile, social media and outdoor advertising, The Social Economy digs deeper into consumer’s mobile behavior and the cohesion and potential brand amplification available when combined with APN Outdoor’s Elite Screens.
Tethered to The Attention Economy’s examination of audience’s relationship with their smartphones, the presentation supports the connection between mobile behavior and being outdoors. With audiences spending on average 17.5 hours outside and 12 hours using their smartphones a week, The Social Economy drives the idea that APN Outdoor’s Elite Screens offer the perfect broadcast platform to drive in-real-life conversations online and vis-versa.
The presentation draws from international and local research into the behavioral trends of consumers regarding social media and mobile devices and also examines in depth the national partnership between Twitter and APN Outdoor via the Australian Open campaign.
As Australia’s most progressive Outdoor advertising company, it was a natural move to partner with social media giant, Twitter. The executions engaged Elite Screens and RSS technology to amplify unique hashtags and broadcast incentive driven and sentimental engagement messaging to the country’s Outdoor audience.
David Ray, director, audiences and growth, Twitter remarked, “We already know that Tweets don’t just live on Twitter; they can be seen just about everywhere.
“This partnership was a fantastic opportunity to share the reach of the Australian Open Twitter content to APN Outdoor’s audience in a unique way … assisting #AusOpen Tweets to travel even further, increasing conversation around this great Australian event.”
Mark Fairhurst, GM sales, APN Outdoor went onto say, “Mobile usage and social media is becoming part of everyday life and with Outdoor audiences is growing year on year, combining forces is a natural move. The insights from The Social Economy reaffirms the positive synergy between Outdoor and smartphones usage and begins to uncover the huge potential this collaboration offers advertisers.”