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Media Intelligence : Media Trends+Strategy 2012
Novel ways for audience engagement out of home MEDIA Trends + Strategy For information on your sector go to www.mediabiznet.com.au MEDIA Trends + Strategy 67 Expanding the digital footprint What are the latest technologies and innovations in the OOH space? GPS tracking provided to clients on mobile campaigns to see how their campaign is tracking across a map. Lighting has come a long way with LED offering better back-lighting for promotional vehicles. What are you doing in the next 12 months that will be of interest to agencies and marketers? We will be offering blitz to customers who want to use a number of the formats at once and have their message put out to the market – such as a Vespa campaign, a smart campaign, or ‘bute’ campaign (utility with a billboard on back – a lot more functional than bigger mobile trucks because they have integrated sampling areas – so they can offer chilled and frozen as well as heated product samples). Do you incorporate MOVE measurement? Because our campaigns are not at a fixed point, it doesn’t work with the way MOVE works. Our mediums are more the “shut the gate” mediums: about prompting purchase behaviour. So it’s a little bit more intimate than I suppose your standard campaign. And we look at novel ways to engage with audiences. eg When Brisbane’s Wintergarden Shopping Centre wanted to advise it was renovating – 10,000 flowers were passed out to its female target market – and on the stems was a prompt to its Facebook page. Social media is used more as a marketing tool – looking at one of our bigger projects – we created an entire surfing event for Parmalat’s Breaka brand – and that’s become world- renowned; now it’s the called the Breaka Burleigh Pro. We knew all the surfers would be coming for the Quiksilver Pro –the first tour event of the year in the world. We created this event two weeks prior to that event; most of the top 40 pro surfers in the world have entered and competed in the event. This year is its third year – it’s become huge for the Breaka brand because the audience in Queensland and nationally has gone from 6 million to 12.5 million in terms of awareness. We’ve had 50,000 spectators attend over 5 days. It’s become an event generating a lot of hype through Facebook and Twitter channels. We’re creating events to become media platforms, they then translate to all the different social angles as well. What’s the next big thing to impact on outdoor? Ambient media can be quite unaccountable so we work hard to provide for clients a photo survey of every campaign at multiple stages – 20 page reports with 60 images of how the campaign actually came together. We’re working with ad agencies to provide their clients with a connection to consumers. For TerraNova for Channel 10 we had large crates on trucks which went around cities – there was huge attention to the audio which sounded like a dinosaur trying to break out. Heavy reach across all CBDs resulted. Our campaigns are designed for more cut through than traditional methods. What technologies and innovations are you integrating into your products and campaigns? APN Outdoor is currently rolling out Wi-Fi on transit providing a dual community and advertiser benefit. Advertiser packages deliver branding via exterior vehicle wraps and interiors while also increasing impact and frequency when commuters utilise the Wi-Fi option (the initial splash screen integrates the advertiser’s brand). It’s the first step in getting advertisers to understand cross platform between digital and out of home. There is a range of different mobile technologies available including Apps, RFID, NFC, Bluetooth and Augmented Reality just to name a few! Integrating a mobile communication with an out-of-home campaign makes a lot of sense for billboards with extended dwell times (rail platforms, bus stops in particular). Location-based social media also opens up new opportunities for advertisers to send value add or limited offers to consumers. And APN Outdoor is continually expanding its digital footprint – most recently developing a digital supersite for Brisbane. The key benefits of digital are lower production costs, the ability to change creative instantaneously. Other innovations include creative special builds on large format and incorporating special effects such as ‘smoke’ from a billboard or light extensions (as seen in the green lantern and Pirates of the Carribean campaign). What are clients asking for in terms of research? Clients want research that is customer centric and not simply a product propaganda piece from a media owner. Research needs to pass the “so what” test to ensure that it really does fulfil a client need. MOVE has been great because it has ticked the accountability box for advertisers however we believe that providing our clients with qualitative insight is critical in order to get our products on more media plans. How are you integrating across platforms? Cross platform integration across our own APN Outdoor assets means we are focusing on B2B technology solutions to ensure our brand is accessible to our clients anytime anywhere – PC, tablets, smartphones, and social media channels. In terms of cross platform selling solutions, we have strategic agreements with other APN companies like Australian Radio Network (ARN) and Adshel, and we often join together on major client briefs. How has your selling proposition evolved in the last year? What else should media buyers and planners know? It’s often said “the game is won or lost before it has even begun” and that’s the guiding principle to our sales proposition. Our customer management systems combined with our consumer insights focus means we target the right clients with the right products at the right time. The selling transaction is really but one final step in the process. MOVE has given advertisers more confidence in the out-of-home medium, and the industry is continuing to grow its market share. We see MOVE as a means to an end, not the end itself which simply means that it’s important that the industry continues to invest/evolve the system however it should not be the final arbiter on what format gets on a media plan. Like all media, a range of quantitative and qualitative considerations needs to be weighed up when developing any out-of-home recommendation. Richard Herring Group Radio and Outdoor Chief Executive APN Outdoor Vaughan O’Connor CEO Absolute Media p64-67_outOfHome.indd 67 28/11/11 2:06:05 PM
MT Resource Guide 2011
MT Resource Guide 2012