APN Outdoor launches industry-first Transit Technology
SYDNEY: In a head-turning move, Outdoor media provider, APN Outdoor, today announces that it has launched a national Transit Technology offering, which will enable advertisers to connect, engage and interact with bus commuters via smartphone. It is the first phase of APN Outdoor’s aggressive technology plans across Australia’s largest travelling network of buses.
Partnering with TapIt, the global leader in Near Field Communications (NFC), APN Outdoor’s new Transit Technology will provide their advertisers with the opportunity to reach commuters, on both Android and Apple smartphone devices; by simply either tapping an NFC coded point or scanning a QR code. Commuters will then be given access to extended campaign content such as webpages, offers, games, additional media and more.
Each APN Outdoor Transit Technology campaign will provide advertisers with useful fortnightly analysis on location, frequency, device interaction and time-of-day usage. A recent trial campaign with a technology company that ran across 150 APN Outdoor buses with 2,000 NFC (TapIt)/QR Code points on seat-back decals and 800 standard interior advertising panels featuring ‘Call to Action’ messaging delivered some very compelling results for Transit Technology, including:
- 5,500 interactions over 4 weeks – 5x more than the average Outdoor* TapIt campaign
- 31% more interactions via a NFC phone than the overall TapIt Outdoor** campaign average.
Andrew Hines, Chief Operating Officer, APN Outdoor commented, “APN Outdoor has long been the leader in Transit advertising and with the launch of our new technology offering we will further dominate the sector. In fact, with 77 per cent of bus commuters owning smartphones1 and the average bus trip taking 37 minutes2, the opportunity to connect with a varied audience for a sustained period of time makes Transit Technology broader than anything else currently in the Outdoor market.
“We already have a number of Australia’s best known advertisers eager to partner with us in phase one of our launch, and yet the best is still to come. Phase two of Transit Technology will see us provide advertisers and commuters with a range of different engagement opportunities in the form of news, sports, weather and entertainment updates, consumer messaging, music downloads, sports tipping comps and discount offers. We look forward to launching phase two into the market later this year.”
APN Outdoor’s new Transit Technology will be sold in light, medium, heavy and superheavy weight pack options and will be in market from Tuesday April 8.
* Outdoor includes Street Furniture & Retail Out of Home ** Interactions for the trial campaign were 46% from NFC and 54% from QR compatible phones
1. Nielsen CMV, Survey #10, 2013 2. Hoop Momentum Study