Outdoor media operator, APN Outdoor New Zealand, announced the establishment of New Zealand’s first Digital Billboard network in Auckland.
The news comes after two years of planning, development and technological research into perfecting the world’s first network of this magnitude and sophistication, integrating the country’s first digital billboard launched in Queen Street last year. The developments in the Auckland market have established APN Outdoor’s digital portfolio as a truly Trans-Tasman offering, with 27 sites across Australia and New Zealand and growing.
Networked together and linked to a digital hub, Auckland’s digital billboards feature the highest resolution for Outdoor in the world and will deliver a combined daily audience in excess of 200,000 people1. The new builds, joining the City Centre site in the prime locations of, Newton, Eden Terrace and Grafton, mark an exceptional achievement for digital outdoor in New Zealand.
Phil Clemas, General Manager of APN Outdoor NZ commented “This is a game-changing moment for outdoor Media and advertising for New Zealand. Digital outdoor is leading a global renaissance in creativity with extensive interest in this channel, particularly in the New Zealand market. We see the key to success as educating marketers and advertisers about the extensive opportunities and attributes digital outdoor has to offer”.
Technology available across the network allows advertisers to undertake innovative and tailored approaches to their campaigns, including localised messaging, interactivity with social and mobile technology, day-parting, countdowns, multiple creative executions and responsiveness to current affairs, weather and other topical information. The opportunities now available provide an extensive level of flexibility, creativity and immediacy, not often associated with Outdoor, and encourage advertisers to think differently about their strategy behind billboard advertising.
Founding advertisers across the network include Symantec, BMW, Samsung, TVNZ, 2degress and The Green Party. Dale Cummings, Head of Trading at Auckland’s Ikon Communications, who was instrumental in 2degrees’ involvement, commented. “2degrees are always looking for new and innovative ways to reach their target audiences. Partnering with APN Outdoor’s digital network was a natural fit for us, allowing us to maximise value through the dynamic nature of the network in particular through the ability to change out multiple messages in real time. The digital network will allow 2degrees to target consumers with contextual messaging which will drive relevancy with our target audience”.
Drew Desantis, General Manager of Dynamo, BMW New Zealand’s media agency, also commented. “We are pleased to be a part of the launch of APN Outdoor’s new digital billboard network. The addition of digital capability to an already established static billboard network is a powerful one. Not only do the screens look fantastic, but they immediately allow for an increase in accountability and efficiencies in production. Longer term we are excited to see the how this digital evolution can lead to more dynamic engagement opportunities which will benefit both consumers and clients.”
Coinciding with the network’s launch is the development and inception of APN Outdoors’ Digital Billboard portal called Pulse, a microsite dedicated to showcasing its burgeoning digital inventory along with inspirational digital outdoor case studies from around the globe.
The launch of APN Outdoor’s Digital Billboard network marks phase two of their journey in New Zealand (phase one being launch of the Queen Street site in July 2013). The next phase, commencing in November, will see a significant transformation of Auckland Airport’s advertising assets. Next year, APN Outdoor will launch additional screens in key markets outside Auckland in a move to maintain ascendancy and leadership in this space.
Figure 1 – One of APN Outdoor NZ’s new Digital Billboard on the corner of Symonds St & Newton Rd, Eden Terrace
1Source: NZTA and Auckland City Council daily traffic counts
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