Adshel today announced plans to digitise 35 of its most prominent Auckland locations, in a move that Adshel NZ general manager Nick Vile says will offer advertisers unrivalled impact and targeting opportunities.
Launching in June, the network will bring New Zealand’s small format outdoor market in line with global leaders like London, San Francisco and Stockholm, where roadside digital has seen large demand.
Spanning sites across the Auckland CBD and key fringe suburbs such as Ponsonby and Mission Bay, the new format will deliver structured flexibility, with a network delivering a balance of premium locations and audience, while offering clients the increased ability to cut-through the use of contextually relevant creative and messaging.
Vile said the network will deliver the increased value clients and advertisers now expect: “We’ve isolated the opportunity to take out-of-home into a new space, expanding the traditional out-of-home offering to enable messaging tailored to location, time of day and consumers mind and moods,” he said. “Adshel is embracing the new focus on increased relevance and heightened campaign value.”
Sydney-based Adshel ceo Rob Atkinson said the company had taken inspiration from its part-shareholder Clear Channel International, whose roadside digital network in London is a landmark innovation in small format outdoor:
“Looking abroad to the London network, we’ve replicated what’s been an extraordinarily successful platform for them, taking high-traffic, inner city sites and ramping up the opportunities for relevance and engagement. UK Advertisers have jumped at the opportunity to communicate on a more tailored level and we anticipate a similar reaction in NZ.
“Pushing and innovating the out-of-home industry remains one of Adshel’s core brand pillars and we’re delighted to be leading the industry into the digital space.”
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