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Adshel to offer digital trading based on time, day and location

Here, There & Everywhere’s outdoor division Adshel is launching a new trading model, which will allow advertisers to buy slots based on time, day and location.

The new spot-based trading model will give advertisers the opportunity to target their campaigns to commuters more effectively.

Adshel is focused on providing advertisers with flexibility and audience targeting, says boss Mike Tyquin

Advertisers will still have the option to buy across Adshel’s digital network in a ‘linear’ way should they choose, but the new initiative is part of CEO Mike Tyquin’s push for targeting capabilities and a move towards an online advertising-style model.

It comes off the back of Adshel’s research, which found contextually relevant ads which run on digital screens are 19% more effective than ‘generic ads’. Tyquin said after years of building network scale, the outdoor company wanted to focus on the location of its digital assets and screens and what they could do for advertisers.

“We can now help advertisers [buy] the time and day at individual locations or small numbers of locations and literally move their campaign around Australia to follow audiences, to really do a much better job of targeting audience segments that they want,” he explained.

“We are very clear that out of home and digital out of home is not a one-to-one addressable medium, it’s still broadcast. What you can do is take audience segments and we can group up sites by common audience profiles and do that by time and day.”

Tyquin confirmed the new trading model would serve higher rates based on day of the week and time of day.

“We do know that audiences do pulse during the day. We are a commuter medium product so we know that mornings certainly over-perform versus the middle of the day and then afternoons evenings over-perform versus mornings,” he said.

“There’s a couple of dimensions here and it’s going to come down to which times of days or days of week a client wants to look at but also the number of sites they want to buy and the markets they want to buy.”

Tyquin said the company has developed a planning tool to negotiate and move campaigns for clients.

“We’ve had the content management side of it in place for a while, so the ability to manage content to screens at the right time in the right place is something we’ve been doing for a while and we are very confident in but the piece that is new is the planning and buying piece,” he said.

“We’ve always been really committed to transparency and accountability with digital. The nature of digital out of home is that it is different to the static poster piece. We recognise that the quality of the locations that we choose to digitise and the addition of the technology means that there is a sharing of the time of display. We need to be able to back stop that very confidently for advertisers with this proof of delivery.”

Currently, Adshel’s street furniture runs on a one-in-six share of display on a 10-second rotation loop. But Tyquin suggests that could all change in the coming years.

“I’m fairly progressive in my thinking but I’d be fairly surprised if in five years we haven’t hit upon a whole range of new display and campaign models for digital out of home and to add to that, what we will start to see is more variability by format so between the roadside and commuter formats versus indoor formats in retail and at airports. Recognising the different environments and the different contexts, recognising the mode the audience is in, we will start to see the types of campaigns that advertisers will run,” he said.

Tyquin refuted the idea that changes to his business were to differentiate the company from other outdoor players. It’s about making the company “inherently valuable” to advertisers, he said.

“We’ve been focused on what our clients want to be honest and if that differentiates us then that’s fantastic,” he said.

“We can keep digitising screens but there has to be other things that we are bringing to advertisers beyond just digitising existing sites.

“It’s not about the asset count or the screen count, it’s about what those screens or those poster sites are doing for advertisers.”

Tyquin declined to comment on acquisitions or the news last week Adshel had rejected a non-binding offer from Ooh Media.

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