17 December 2007
APN Outdoor Introduces Its Single Brand Strategy
New Moves to Streamline Product Choice and Consumer Engagement

APN Outdoor, Australia's largest Outdoor advertising company, is unveiling a new business strategy that sees APN Outdoor become the single name across the company's national inventory.

The new strategy was presented to internal audiences at the company's Sydney offices by Richard Herring, CEO of APN Outdoor. Mr. Herring said the new business model was being introduced four years after the creation of the APN Outdoor brand which owned separate branded networks of advertising formats in transit and roadside environments.

Starting in January 2008, well known Outdoor names such as Cody, Buspak and the Tribe national network of poster sites will be taken down to make way for the single APN Outdoor brand.

"We are moving to deliver more effective outcomes for advertisers by offering a combination of formats that puts consumer impact and engagement at the centre of the proposition," said Herring.

"We have developed very detailed knowledge on how people interact with Outdoor advertising formats and we are clear about the effectiveness of each," he said. "But rather than continue to offer an array of brands with different names, we want to offer a results-driven approach across all our formats, supported by performance data."

"The media industry talks about the need for multi-channel communications and touch points to attract consumers. We are offering the Outdoor industry's version of exactly that," said Herring.

APN Outdoor has over 34,000 single sites across Australia in transit and roadside environments. Moving forward, marketers and agencies will be able to use combinations of APN Outdoor's inventory based on consumer demographics and audience delivery.

APN Outdoor is a division of APN News and Media Ltd.

For further information please contact:
Misty Cambray
Product Marketing Manager
APN Outdoor
Direct: 02 8569 3125
mistycambray@apnoutdoor.com.au

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