Outdoor advertising operator, APN Outdoor, has launched another digital billboard in Melbourne’s CBD. The site forms part of the company’s Elite Screens collection.

Located on Arts Centre Bridge in the prominent Arts district of Melbourne, the digital screen is 0.5km from the CBD and spans three lanes of inbound traffic to the city. The location of the site is an area well known for high-traffic and peak hour congestion and was strategically chosen to provide advertisers with maximum campaign exposure.

APN Outdoor’s newest digital screen is a Landmark format measuring 17.5m x 2.2m. It will be APN Outdoor’s eighth digital screen in Melbourne and will take the company’s total Elite Screens portfolio to 26 nationally.

Inaugural advertisers on the site include Nimble, Opera Australia, Bupa and The Arts Centre.

Richard Herring, CEO, APN Outdoor commented, “We are moving ahead with the expansion of our digital screens network at lightning speed. Melbourne has long been one of our leading markets for digital uptake with existing standout sites including Young and Jackson, La Trobe, Chapel St, No. 1 Fitzroy St, Kew Junction, Swanston St, Tullamarine Freeway/Napier St and Westgate Freeway.

“Our latest addition in Melbourne on Arts Centre Bridge adds further weight to our position of the leaders in digital. There is no other player in the market currently offering digital on the scale that APN Outdoor does. We are proud to be forging ahead in the digital space to offer our clients a medium with creative flexibility, minimal lead times, an immediacy of posting, day-part messaging and mobile/social convergence.”