by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Media Intelligence : 2008 Intelligence
Consolidation equals simplifi cation at APN Outdoor Growth at a greater degree than other media is the trend for out of home, says Richard Herring, CEO,APN Outdoor. Can you tell me about the background of the company? APN Outdoor is a division of the public company APN News. APN owned a number of different businesses including Buspak and Cody, and four years ago we integrated them into APN Outdoor. We ran them as separate brands for a while, but in late 2007 we consolidated them into APN Outdoor. It was done from the point of view of simplifying it to buyers and planners, and making it a more effi cient way of transacting as well as avoiding the processes of diff erent brand promotion. It is the one brand, but diff erent products. It also enables us to be impartial as to what specifi c format we promote to clients which depends totally on what they are trying to achieve. Out of home (OOH) has seen strong revenue growth in the last 18 months. What can you attribute this to, and how long do you think it can be sustained? We can attribute it to a number of things. The investment in new assets in the environment has helped the growth of outdoor. The industry has spent a lot of money improving the quality of the presentation which has driven advertisers to support it and I also think it is becoming more recognised as an anti-fragmentation media choice. Virtually all media is suff ering from fragmentation, and we have probably the opposite problem. We have more people and more vehicles passing our signs on a daily basis, increasing the audience that is available to advertisers. I also think that there has been an increase in the way we go to market and the way we market our products. What we have done is put a lot of work into, rather than selling physical assets because they are there, actually selling them because we now knowwho goes past them, and the way that they engage with those opportunities and also what they are expecting to see on those assets. What sort of impact do you expect the new MOVE measurement capability to have on the industry? I think it will be very positive from all fronts. From the media side as well as the advertisers side, primarily because it will add more information which has not been accessible before – the opportunity to see, and the likelihood to see. In some wayswe are leapfrogging other media who already provide the opportunity to hear, view, see or whatever it may be, and we are adding that extra dimension of likelihood to see. I think that there are some very good prescriptive ideas of the audience you are likely to reach. What sort of innovation can we expect to see from APN Outdoor in the next 6-12 months? Looking at the industry, I think that on the asset side, we will start to see better quality assets put in the market and investment will continue because we have seen return. It is important to continue to off er relevant access to advertisers. We have a team of four people who work totally on the digital R&D end of the business and so wewould be looking to evolve into that area. I think the other interesting thing for us, is to continue to push home better interfaces between our business and advertisers and advertising agencies so that we can provide better solutions, and also prove that this media really does what advertisers wish it to do. I think the more information the better. MEDIA Trends + Strategy 69