APN Outdoor continues digital push

APNoutdoorOutdoor media operator, APN Outdoor, is continuing its aggressive push in the digital space, with the confirmation of three additional new screens, bringing the company’s digital portfolio to a total of 29 across Australia and New Zealand.

The new screens form part of the company’s $50 million plus investment into their progressive digital format.

In response to market requirements, APN Outdoor has subsequently repositioned their digital billboard offering as Elite Screens.

Two of the screens are in Melbourne on Tullamarine and Westgate freeways and the third is located on Anzac Highway in South Australia. 

Richard Herring, CEO, APN Outdoor, said the time is now right for the company to take its digital offering to the next level.

“This is why we have repackaged it as Elite Screens, to highlight the premium nature of the format and elevate the uniqueness of the screens’ attributes.

“Our investment in digital outdoor, and now the launch of Elite Screens, is tangible evidence of our confidence in the future of the medium.

“As the only outdoor operator currently providing an end to end Trans-Tasman digital screen network of magnitude, we are excited to be offering our clients all the benefits of digital advertising, including immediacy of posting, creative flexibly and minimal lead times, along with APN Outdoor’s original hallmarks of quality and location.”

Earlier this month, APN Outdoor released a study that found that outdoor advertising is on par with TV and online for ad recall and converts more efficiently, given time spent with the medium. 

The survey, Attention Economy, shows that people spend more than 17 hours outdoors (excluding work and study) per week, versus 27 hours watching television and close to 20 hours online, however, in terms of ad recall, outdoor wis among the highest performers of all mediums, with 72 per cent of respondents recalling outdoor ads, compared with 77 per cent for TV and 64 per cent for online.

APN Outdoor’s three new Elite Screens are scheduled to go live at the end of 2014, and there are more Elite Screens already in the pipeline for 2015.

You have 7 articles remaining. Unlock 15 free articles a month, it’s free.