Eye in large format push

Out-of-home media company Eye has launched a new way of packaging its large format Eye Drive billboards to the media industry.  

The announcement:

SYDNEY – Leading Out-of-Home media company, EYE, are pioneering Large Format audience solutions with the launch of the new Easy Reach 30 campaign this week, a national sales initiative across the Eye Drive roadside billboard business. Positioned as ‘the simplest Large Format campaign you’ve ever planned,’ Easy Reach 30 delivers 30% reach nationally (against all people 14+ years) across at least 20 Large Format sites.

Advertisers can book Easy Reach 30 at any time and will receive their schedule at least three weeks before their campaign goes live. This mutual flexibility enables Eye Drive to deliver incredible value, while guaranteeing reach and the unparalleled impact of Large Format.

A recent independent study conducted by Toluna validates the power of Large Format. The study revealed that brands on billboards stand out five times more than on street furniture and deliver twice the impact. It also showed brands on Large Format are seen as 10 times as big and prominent and three times as important and successful.

Mark Machet, General Manager – Eye Drive ANZ comments, “As part of our plan to simplify the buying process of Large Format Out-of-Home media, we are excited to introduce Easy Reach 30. We can now offer advertisers the peace of mind which comes with knowing that reach is assured, and their campaign has the cut-through and memorability that only Large Format can deliver.

With an indicative CPM of as low as $8, it is expected that the Easy Reach 30 campaign will make Large Format accessible to a wider range of advertisers and contribute to the further growth of the Out-of-Home sector.”

Eye Drive has the potential to reach more than 9 million Australians monthly.

Source:  Eye press release


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