When it comes to digital out-of-home media, there needs to be a shift in thinking about time rather than space, according to CEO of Adshel Rob Atkinson.
“When it comes to digital, to buy content and to buy in real time need to be buying time and not space,” he said at the launch of its new digital advertising network across Sydney's train network with launch clients including KIIS FM, Air Asia and Channel Seven, yesterday (14 April).
The outdoor advertising company switched on its network of 186 digital screens across 14 CBD and inner-suburb stations, including Wynyard, Town Hall, Martin Place, Bondi Junction and Central.
Atkinson explained that Adshel's digital network including live social feeds is just the first in what the company has planned in terms of innovative use of technology in the next 12-18 months.
“We're definitely taking advantage of technology that expands the opportunity for advertisers to communicate in dynamic and convenient way, one way we're looking at doing that is with iBeacons,” he said.
Another is with the use of programmatic buying. “Our programmatic test with Magna Global - there is going to be some learnings, some will go well and some will go badly. The only way to learn is to dip your toe in the water, we are one of the first to market to test programmatic.
“We want to test it and learn from it and adapt in an agile way to make sure we influence the way that programmatic is going to be bought and sold in the future.”
While Atkinson wouldn't reveal the clients in the pipeline for Adshel's digital advertising network across Sydney's trains he did say that there are some major briefs in play for May, June and July.
He added: "People are now seeing the product in situ, a lot of media buyers travel across the network and out socially makes a difference, once people see the product itself it really gains momentum.”
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