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Out-of-Home Update: June 2015

Tuesday 30, June 2015

These are certainly exciting times for the OOH industry in New Zealand. 2014 was another strong year of growth, ending 9.2% up on 2013, which was no mean feat on the back of a 13% increase in revenue that year.

The continued growth in revenue has been driven by significant increases in spend from a wide cross section of industries according to Neilsen data. The most notable growth came from the telco industry, council, government agencies, grocery, breweries and media. Spend from the top 20 advertisers showed an aggregate 27% increase demonstrating a widespread confidence in the medium.

The success has continued so far in 2015 with OMANZ member revenue for Q1 up 9% year-on-year.

Key drivers for sector growth remain the increased investment in quality displays; including digital products, innovation and integration of mobile technology as well as an increased focus on ROI through targetted planning and audience delivery.

The expansion of digital OOH inventory across New Zealand is set to continue with new displays in development by the leading OOH media operators.

All the while the decline in the dominant traditional media continues.

OMANZ members take encouragement from the continued increase in investment in the OOH sector and remain focused on pursuing our goal of 5% market share.

Adshel Launches Digital Network in Premium Locations Across Auckland

Adshel New Zealand has switched on the country’s first scalable network of roadside digital screens spanning core locations across Auckland’s CBD and key fringe suburbs branded 'Adshel Live'.

Boasting six launch partners, the network is the latest business evolution for the company as it diversifies its street furniture offering and pursues a strategy focussed on innovation and customer insights.

Key partners McDonald’s, Spark New Zealand and Skinny Mobile went live at launch earlier this month and featured campaigns with multiple types of creative executions tapping into the network’s unique ability to deliver contextual relevance.

iSite to Launch New Zealand's Largest Digital Billboard in Auckland CBD

iSite Media launched a new collection of digital roadside displays in June branded as 'Aura'. This exciting development will bring additional vibrancy to the Auckland cityscape and additional dynamic advertising communication possibilities for New Zealand advertisers.

iSite Aura will include their flagship site, 'The Victoria', which at 124msq is set to be the largest digital billboard in New Zealand.

OOH Market Research - Neuroscience

OMANZ members have released a number of initiatives to increase our understsanding of OOH media, how it is consumed, by whom, when and where.

Over the past 12-months we have seen APN Outdoor launch The Attention Economy, a study in partnership with Millward Brown. We've seen iSite Media bring us Reach and Frequency for Buses and OMANZ members collaborated to release a single source of traffic numbers for the billboard format called DTVs.

Then in March this year oOh!Media released their 'Iconic Trigger' research study, which used neuroscience to examine the relationship between TV commercials and OOH displays.

First Antipodean Appointed to Board of FEPE International

Brendon Cook, CEO of oOh!media Australia & New Zealand, has been appointed International Vice President of FEPE – the Global Out of Home industry body.

With over 35 years’ experience in OOH advertising, Brendon Cook has been at the forefront of the OOH advertising business in Australia and New Zealand. He is the first Australian or New Zealander to be afforded such a prestigious position.

Maggi Drives Sales with oOh!Media

In April MAGGI partnered with oOh!Media to promote their new contemporary flavours and developed a great piece of interactive sales promotion. As part of a national ShopaLite campaign the team at oOh!Media installed coupon dispensers that produced discount coupons for shoppers on the path to purchase.

Shoppers were exposed to the campaign message in a highly relevant environment, then given the opportunity to save money by simply pressing a button and taking the coupon issued into the supermarket with them. Simple but hugely effective.

The technology used allowed MAGGI to track exactly how many coupons were issued, where and when, plus the number of shoppers who went in store to purchase. So they were easily able to measure the success of the campaign.

Adshel CONNECT

Adshel CONNECT, the company's platform for mobile connectivity, went live in January this year.

With 54% of Kiwis now owning a smartphone, Adshel is developing a permanent network of 1,500 panels across New Zealand enabled with NFC and QR codes to connect with ‘always on, always mobile’ consumers.

Adshel's parent company Clear Channel Outdoor is launching Adshel CONNECT in 23 countries making it the first global interactive advertising network with the aim of reaching 175 million consumers monthly.

APN Outdoor Completes Redevelopment of Auckland Airport OOH Assets

Following the announcement in January 2014 that APN Outdoor were awarded the Auckland Airport media advertising contract there has been a 12-month period of extensive overhaul of OOH assets and a multi-million dollar investment by the OOH Operator.

With a big focus on digital site development, the investment appears to have been well made with a raft of new advertisers attracted.

iSite win Media Business of the Year 2015

iSite Media continued their success in the awards arena being named Media Business of the Year at the 2015 CAANZ Becon Awards in April.

They fought off tough competition from TVNZ and MediaWorks Radio but the judges obviously liked what they saw from iSite's work on understanding and measuring their audience, demonstrating a clear vision and strategy for their business with measurable results.

iSite previously won three TVNZ Marketing Awards and 6 awards including the Supreme Nexus at the NZDM Awards for their work in this area.

It's great to see one of our leading OOH operators winning such recognition, well done iSite!