Australia’s original narrowcasting advertising company, Convenience Advertising, today celebrates an unprecedented 30 years in the business.
Formed in Melbourne in 1984, Convenience Advertising has pioneered the use of advertising in public washrooms across Australia, and internationally, to promote targeted and engaging messages.
At a time when advertising mediums were focused on targeting mass audiences, Convenience Advertising pioneered segmentation to captive audiences, long before the advent of digital.
Starting with a solution to providing targeted messages to those at risk of contracting HIV/AIDS, the company has grown into an immersive media network providing measurable advertising solutions for a huge range of commercial and not-for-profit clients.
With an Australian footprint that covers over 3,000 bars and clubs, 100 shopping centres, 50 universities and TAFEs, 50 airport terminals and many more high-profile locations, Convenience Advertising have grown to be the country’s largest and most successful media brand in their category.
Convenience Advertising founder David Stanley said the ability to target a captive audience made washroom marketing the pioneer of targeted advertising in Australia.
“We started Convenience Advertising in 1984, looking for an effective way to accurately pinpoint, measure and engage those at risk of public health issues. This approach to talking directly to what has to be Australia’s most captive audience, has allowed us to grow into the market leader we are today. Research proves we can achieve a minimum recall rate of 84%, which is unprecedented and certainly is the core value of our proposition,” he said.
“Increasing media fragmentation has meant that more and more brands are looking for media solutions that can accurately identify and talk to audiences on a large scale. This segmentation is sometimes seen as a new idea, spearheaded by the launch of digital technology,“ he said.
“In truth, however, Convenience Advertising has been working with advertisers to easily identify markets by venue-type, location, and gender for 30 years now, to ensure the execution is relevant to the audience.
“It is sometimes said that there are no new ideas in advertising, and our success in working with world renown brands, local and federal government and NGOs over three decades clearly shows we can take pride in being the original, and best, in our field,” he added.