Outdoor advertising company Adshel has unveiled its new ethnicity targeting initiative, which claims to use geo-targeting tools to identify high-density locations of each ethnic community, and as a result serve up targeted ads to specific audiences.
The launch follows recently released ethnic urban projections at the Outdoor Media Associations’ ’Future Cities’ event that cited Australia’s urban ethnic population is projected to increase to 40 per cent by 2050.
Through this initiative, Adshel hopes to give advertisers the opportunity to run campaigns that better target, reach and, ultimately, engage across a multicultural Australia with its audience profiling capabilities including Roy Morgan Helix Persona.
Adshel head of marketing, Charlotte Valente said the initiative takes everyday outdoor audience targeting to a new level.
“The proportion of Australians who were born overseas has hit its highest point – 28 per cent of the population, or 6.6 million Australians, were born overseas,” she said.
“With these numbers steadily on the rise, we have seen an increasing demand for targeting audiences from different ethnic backgrounds, ensuring relevant and engaging creative. To be able to communicate with this valuable audience in their own language sends a relatable and impactful message.”
Asked if the venture could potentially suffer backlash as a result of racial stereotyping, Valente told B&T they expected a positive response.
“On the contrary, this is about delivering information that has true relevance to them. Australia is fortunate enough to be a diversified, multi-cultural country,” she said.
“We are expecting a positive response, acting as a channel for brands to demonstrate they understand their audiences – ethnic or not – and can communicate with them in a way that engages and relates to them.
“We have a national network that allows brands to precisely target any audience or demographic.
“A perfect example would be a brand like SBS who has programmes that are relevant to various ethnic communities. The ability to promote those programmes at the heart of each ethic community not only delivers greater campaign effectiveness for SBS but ensures the audience is informed of relevant products and services available to them.”
The official launch follows trials with SBS targeting Chinese communities during Chinese New Year that delivered over 8.5million contacts across Sydney over a two-week period.
The Avid Collective MD reveals his life pre-adland. As exciting as it is, it's not international playboy spy & Lothario.
SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]
Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]
B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]
Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]
Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]
Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]