DJs use APN Outdoor’s Digital Billboards for real-time messaging
MELBOURNE: Leading Outdoor media provider, APN Outdoor, today announces that they have partnered with Posterscope Australia on a unique digital Outdoor campaign for retail giant, David Jones.
Coinciding with the launch of Virgin Australia Melbourne Fashion Festival – which kicked off Monday March 17 – David Jones scheduled on two of APN Outdoor’s most prominent Digital Billboard sites; Y&J and Lady Latrobe. From 5-6pm images from backstage at the iconic fashion event were sent directly to the two digital sites, which are both located in Melbourne’s CBD.
" Using real-time messaging, David Jones brought the anticipation of their runway shows to the inner-city commuter audience. The campaign also encouraged commuters to seek out more related content using #thefashionproject."
Mark Fairhurst, General Manager – Sales, APN Outdoor said, “David Jones’ activation highlights many key strengths of large format digital; creative flexibility, impact and immediacy. Digital Billboards provide advertisers with the opportunity to schedule real-time messages at the most critical time for maximum engagement. Not only does this command attention from a targeted audience, but it also drives consumer interaction.
“We congratulate Posterscope and Isobar on the creative execution and encourage other clients to explore the unlimited potential of large format Digital Billboards.”
Joe Copley, Managing Director, Postercope Australia also commented on the campaign, "Digital OOH provides more screens for content, as well as 'ads', and allows us to extend the campaign touch points, delivering through the line coverage of the event as it happens.
The flexible timing of the placements and ability to target people whilst they are mid-commute provides us with the ability to create a more contextually relevant and meaningful experience. With a device handy and time to spare whilst commuting, it can also provide a perfectly timed prompt to access more content on the web.
This idea came about in collaboration with our Isobar colleagues, as an extension of their work with David Jones. It's a good example of how DOOH can enhance live or time specific communication in our convergent world."
APN Outdoor is the only Outdoor company in Australia to offer advertisers the option of a national roadside, large format, high definition LED, Digital Billboard buy.