Adshel has fired up “the country’s first scalable network” of roadside digital screens at core locations across Auckland’s CBD and fringe suburbs.
Adshel Live came on stream this week, as the company “pursues a strategy focussed on innovation and customer insights”.
Key partners McDonald’s, Spark New Zealand and Skinny Mobile all went live at launch and featured campaigns with multiple types of creative executions tapping into the network’s unique ability to deliver contextual relevance.
Adshel’s NZ general manager Nick Vile says the network is a big shift for the New Zealand media market: “The response from the market has been huge,” he said. “Our clients are increasingly seeking flexibility and improved targeting when they buy out-of-home. Adshel Live is scalable, dynamic and offers a truly diverse audience.
“The network puts Auckland alongside cities like London and Singapore in terms of media sophistication.”
Omnicom Media Group chief investment officer Scott Keddie said: “We are excited by what Adshel Live will deliver our clients, be it to create more impact closer to the point of sale or the ability to deliver multiple messages at once across the 35-screen network, therefore enabling more relevant and engaging creative opportunities.
“There is a lot of potential Adshel Live will provide OMG clients in the future as the network expands. OOH ad spend has grown over the last two years and into 2015 with Q1 reporting a nine per cent increase, so the OOH market is in a healthy position at the moment. We welcome more premium opportunities in OOH for our clients and DOOH clearly provides a greater opportunity for deeper connections with consumers.”
The launch of Adshel’s digital network in Auckland follows the company’s announcement that it will introduce a national digital network in Australia later this year.
Adshel’s digital screens ad partners say:
Dynamo business director of Spark New Zealand, Mike Harrison, said: “It’s exciting to be involved in the continued evolution of the out of home market into digital; and fantastic to see Adshel pushing forward into this space and adding a new channel into the options available for advertisers and agencies.
“What we’re seeing is a growing desire from advertisers to add value to people’s lives, and while dynamic targeting is the first natural step, we see digital out of home playing an increasing role in helping to create tangible brand experiences for current and potential customers alike.”
Dynamo account director of Skinny Mobile, Emma Putnam, said: “As the competition for consumers’ attention increases, advertisers are continuously seeking new ways to engage with their audiences. The dynamic capabilities of Adshel’s digital proposition are an important step in the evolution of OOH media, providing huge potential for advertisers by enabling them to reach their audiences with the right message, at the right time. We’re excited to be part of the launch at a time when staying relevant has never been more important.”
OMD client services director of McDonald’s, Penelope Burns, said: “We are excited to be partnering with Adshel on the launch of their digital sites. Consumers are outside and on-the-go more than ever before and the high frequency of these sites will make for great story telling.
“Our job is to ensure we deliver a brand experience to consumers and the nature of Adshel’s digital screens allows for this. What will become really exciting is the data we can gain going forward as we potentially head towards programmatic buying of Digital OOH.”
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