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.
Earlier 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.
Meanwhile, 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.
In 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.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Tim, maybe this isn’t the right spot to put this – delete it if not. However, the final story above really pisses me off. I am just a consumer, I am not involved in the marketing game or the ad game at all (are they the same?), just an interested bystander.
Why am I pissed off? ‘Cos I am wondering if I am the only consumer out here that objects to being forcefed advertising while I’m pushing my shopping trolly around? I hope the packet of cornflakes sits on it to cover the damned screen.
Seriously, I walked into a local shopping centre last weekend through a 20’ high advertisment on the sliding entrance doors for AMP (was it my imagination that the doors were slower to open that usual?). Wherever I walk now, there are stickers on the floor urging me to ‘do this, do that’. For gods sake guys, aren’t you making enough money??? Why does every single solitary piece of realestate have to have an advertisment plastered on it?
It all boils down to greed. Grrrrr.
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Hi Simon,
Thanks for your comment – and no need to delete it at all. There’s an interesting coversation to be had about when advertising becomes too intrusive.
In the trolley example, I guess it come down to relevance. If it flags up to me an offer I’m glad to know about that I’d otherwise have missed, I guess I’d be pleased to see it.
Cheers,
Tim – Mumbrella
Wow. I wanna go to Sydney!
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