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.”