Outdoor advertising set to get smarter

Outdoor advertising company Adshel NZ is talking up the potential for developments that could see digital outdoor advertising tuned to the number of people in an area, and for digital ads to go mobile.

Adshel brought global channel strategist Mike Gamaroff and senior vice president- channel strategy, of mobile engagement company SITO, to New Zealand in February to meet with industry leaders.

According to Gamaroff, incorporating smart data for meaningful audience targeting is the next step to advance the outdoor media industry.

“Data that captures the movement of people can be used to automate the right message at the right time, offering a very valuable tool to advertisers,” see said.

Such a service is already offered in Singapore by Singapore Telecom’s data analytics company, Dataspark. It uses anonymised data gathered from Singtel mobile customers to plot the movement of people.

Adshel sales and marketing director, Ben Gibb, said location-based mobile media was a natural extension of out-of-home advertising’s reach. “We are exploring the opportunities and what it means for Adshel and the New Zealand market in this quickly evolving and converging space,” he said.

"Our vision is effectively the creation of a new hybrid media channel that takes the best of OOH broadcast reach, impact and location coupled with the best that digital media has to offer in audience addressability, flexibility, measurement and attribution."

A mobile advertising service has just been launched in Australia by Telstra and startup Cab Digital Media. They are putting digital displays that can carry advertising and safety and weather information on the back end of taxis. The information is distributed over Telstra’s mobile network and localised using GPS data from the cab.

The display is static and changes only when the taxi is parked. The first taxis fitted with the service, TaxiLive, appeared on Sydney roads this month and the company aims to have almost 1000 nationally by November 2018.

It was just a year ago that two separate initiatives marked an uptick in the outdoor advertising market in New Zealand.

The Scentre Group, which owns the Westfield stores in New Zealand and Australia, installed a network of 175 interconnected digital screens delivering advertising to customers in all its New Zealand stores. And Adshel NZ announced a new targeting initiative for advertisers that integrated property and location insights from CoreLogic with its advertising displays.

Copyright © 2018 IDG Communications, Inc.

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