Adshel will be deploying an additional 365 digital screens across its Australia and New Zealand Adshel Live digital street furniture network, bringing the total number of digital screens across its Trans-Tasman network to 825 screens.
Adshel is also launching Adsmart, a creative ad-serving platform that gives advertisers the flexibility to enhance their digital out-of-home campaigns based on time of day, place, audience, context and business needs.
Adshel’s chief executive Rob Atkinson said: “These announcements position Adshel strongly in the robust out-of-home advertising market that is being driven by accelerated digital growth. They cement our position as the leading innovator in out-of-home advertising focused on the growth trends of digital and data.”
Expansion of Adshel Live
Phase two of Adshel Live will introduce 115 additional digital screens in New Zealand, extending the digital network’s reach beyond Auckland and into Christchurch and Wellington. This expansion creates the country’s largest national digital network.
Adshel Live in Australia will see an additional 250 digital screens installed nationally, boosting the company’s already extensive network which includes roadside and rail digital screens, to more than 650 digital screens.
Following the New Zealand launch of Adshel Live in June last year, Adshel’s revenues in H2 grew 19.6% year-on-year compared to total out-of-home market growth of 14.9%.
Following the Australian launch in October last year, Adshel Q4 roadside revenues grew 21.5% year-on-year outperforming a market that grew 7%.
The expansion of Adshel Live will commence this year.
Launch of Adsmart
On the launch of Adsmart, Atkinson said: “Adsmart is all about simplifying the digital out-of-home ad-serving process while simultaneously giving advertisers the opportunity to create smarter, contextually relevant campaigns. It means they can create multiple campaigns based on time, place and context and broadcast tailored, dynamic messages to specific audiences, in any Adshel Live location at any one time.
“This significant step towards greater convergence of digital strategies with digital-out-of-home strategies is a Trans-Tasman first and a powerful proposition for advertisers looking to broadcast digital messages at scale with relevance.”
Adsmart will be available to Australian and New Zealand advertisers from Q2 2016.