Outdoor industry’s big week points to summer’s approach

The Australian outdoor industry has been gearing up for a vital summer with a string of announcements this week as the launch of new audience measurement system Move comes near.  

Today saw Adshel begin its summer push by unveiling alliances with scooter advertising firm Media V and experiential agency Maverick.

The outdoor company will offer campaign packages skewed to summer destinations such as beaches, parks, cafes, restaurants and shopping precincts.

The Media V link-up will see advertisers able to target summer destinations by time of day and day of the week. And Adshel and Media V’s platforms will both use Bluetooth to allow consumers to request home-delivered samples.

Land Rover APNEarlier this week, outdoor firm APN Outdoor revealed a new digital billboard at Sydney Domestic Airport, which it said was the first of its kind at any Australian airport external.

The site runs across four car lanes and can take up to three advertisers per minute, rotating each static screen display every ten seconds.

Pregnant billboard Repromed AdelaideMeanwhile, an Ooh billboard in Adelaide is to host a new approach from fertility specialist Repromed.

The North Terrace site will feature a gradually bulging billboard using foam extensions to create the illusion that the poster is becoming pregnant. The first stage went up this week.

The creative agency behind the execution is Jamshop while Mediaedge CIA is behind the media planning.

Media CartIn another out of home media  innovation this week, TNS revealed its Media Cart product, which will see interactive trolleys deliver messages to shoppers depending on where they are in the store. Several FMCG brands have signed up for a trial in two independent supermarkets in Sydney and Canberra.

The managing director of Media Cart Australia Brian Paterson said: “We’ve chosen independent supermarkets as our first showcase to give category partners maximum flexibility to test and trial their marketing campaigns on a weekly basis over a six month duration.”

The activity coincides with the imminent launch of Move by the Outdoor Media Association. Earlier this month, Mike Tyquin, CEO of Eye hinted that the launch was approaching.


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