Healthy ME TV

XtrackTV is APN Outdoor’s digital rail broadcast network, which is comprised of 74 LED digital screens, featuring full motion video and audio.  All XtrackTV screens are strategically located on rail platforms in key CBD stations in Sydney, Melbourne, Brisbane and most recently in Adeliade. XtrackTV provides advertisers with the ability to extend their TV campaigns by playing TVC formats directly on the rail platform. It is also packaged and networked for ease of purchase and seamless coverage. 

Healthy ME came on board as an original content partner for XtrackTV when it launched in 2014. Lisa Hudson, Director of Channels, Brand New Media said they jumped at the opportunity to screen their video content on XtrackTV with a call to action to their hub; healthymetv.com.au.

“Healthy ME is a young brand with huge growth potential. Through our content partnership with APN Outdoor, we immediately saw outstanding growth of 26% in both organic search and direct traffic to the site. XtrackTV even led to us working with new talent, fitness experts who saw our videos and asked if they could join our team" Hudson said.

In Sydney and Melbourne alone, XtrackTV enables more than 8.4 million gross contacts per week1.

Mark Fairhurst, General Manager – Sales, APN Outdoor commented, “In the relatively short time that XtrackTV has been in market it has established itself as a premium channel that delivers an audience that is unique by its demographic and socioeconomic profile. With high platform dwell times of up to 12 minutes2, rail commuters are attentive and open to entertainment, which translates to engagement. Our partnership with Healthy ME proves that XtrackTV delivers results and influences consumer behaviour.”

 

Objectives
The key objective of the campaign was to see an increase in both, organic search and direct traffic to the Healthy ME hub; as well as to increase mass content awareness.
Methodology
XtrackTV allowed the client access to 74 LED digital screens, featuring full motion video and audio in which their content was looped in 15' intervals. With the screens strategically located on rail platforms in key CBD stations in Sydney and Melbourne, it provided Healthy ME ability to extend their content directly on the rail platform. In Sydney and Melbourne alone, XtrackTV enables more than 8.4 million gross contacts per week, allowing for mass reach.
Key results
Healthy ME immediately saw outstanding growth, with a 26% increase in both organic search and direct traffic to the site. Additionally, XtrackTV aided with talent lead generation for the client.
Information
Category
Health
and beauty
Date
May 2015
Target
P18-54
Formats
XtrackTV
Other media
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