Adshel Helps SBS Serve Instant News Headlines With Automated OOH Campaign

Adshel Helps SBS Serve Instant News Headlines With Automated OOH Campaign
SHARE
THIS



Adshel and SBS have teamed up to deliver an innovative digital outdoor campaign using a new automated system that gave the TV broadcaster the control to serve its own breaking news headlines that are updated within seconds.

The SBS World News campaign aimed to reach commuters with the latest news updates, including a call to action to “make the change” and tune in to the 6.30pm nightly bulletin for national and international news stories of the day.

In a first-to-market offering, Adshel developed an innovative, secure, high-speed system that fed into its content management network, enabling SBS to self-serve and update its own creative messaging, appearing almost instantly across Adshel’s digital assets.

The tool featured a simple, system-agnostic web interface, with news editors able to insert text directly, reacting as news stories broke.

To monitor the creative messaging prior to publishing, Adshel built a mobile-enabled mediation system, allowing Adshel to approve content online or via a smart phone within seconds.

The campaign ran from 26 February over a two-week period across out-of-home and digital, during which Adshel served 167 SBS headlines with a median go-live time of just 30 seconds.

Adshel’s sales and marketing director, David Roddick, said: “This product offering is a great example of the impact digital is having on our business, and the new opportunities it brings to advertisers.

“With the agility of an online digital platform and our broadcast reach, Adshel provided the flexibility and scale for SBS to deliver relevant, up-to-the-minute messages to commuters across the country.

“By offering clients new adaptive ways to connect with their audiences, we start to see out-of-home evolve. This is a great example of how Adshel is innovating and ensuring we stay competitive, not only in our market, but across all media channels.”

SBS director of marketing, Amanda McGregor said: “SBS World News provides breaking news to Australians every day across platforms, and for this campaign, we wanted to find a solution that was not only effective at reaching people at scale, but complemented and supported what we do every day via on our own channels in bringing the latest, most relevant news headlines from around the world to Australians.

“We have been working with Adshel since early 2016, continuously looking to improve our ability to deliver breaking news through outdoor formats, and were really pleased with this solution and the results.

“The platform was easy to use, and fitting in with our editorial workflows, allowing us to serve SBS World News content Australia-wide almost in real time – something that hasn’t been possible until now. We’re looking forward to the possibilities this opens up for future campaigns.”

Please login with linkedin to comment

Central Station Sport

Latest News

GDPR “Could Be A Content Killer”, Says Expert
  • Advertising
  • Media

GDPR “Could Be A Content Killer”, Says Expert

The way the European Union’s General Protection Data Regulation (GDPR) is interpreted could have a severe impact on publishers, according to one expert. The GDPR was introduced on 25 May 2018 to help consumers protect their data and reshape the way organisations approach data privacy through a consent model. Speaking recently at a roundtable event […]

by B&T Magazine

B&T Magazine
Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia
  • Media

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia

Ipsos chairman and CEO Didier Truchot has appointed former Nielsen executive Suresh Ramalingam as CEO of South East Asia. Ramalingam’s remit includes Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines, with immediate effect. Ramalingam joins Ipsos from Nielsen, where he worked for more than two decades in various leadership roles covering the Middle East and Africa, South East […]

adblock popup web banner concept. isolated vector
  • Opinion

How To Reach The Unreachables

The unreachables may sound like the Indian caste system but, as you'll learn here, it's some newfangled marketing term.

Opinion

by B&T Magazine

B&T Magazine
Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.