The advertising industry is constantly evolving and developing new opportunities to reach audiences, even during the uncertainty of today’s COVID-19 influenced world, resulting in a handful of new media formats for advertisers to engage with Kiwis. Below are examples of some recent industry innovations:
Go Media – Wellington Train Interiors
Commuting to and from work by rail has become an everyday experience for many Kiwis living in the Wellington region. 63% of commuters use the train every weekday, and 78% use the train as their primary work transport. Overall, an outstanding 1.2 million commuter journeys happen each month—that’s a lot of train rides!
As a result of Wellington’s avid train-usage, Go Media and the Greater Wellington Regional Council solved a missing piece of the advertising puzzle by installing overhead or ‘bulkhead’ ad-panels in the interior carriages of 83 trains on the Paraparaumu, Johnsonville, Upper Hutt and Melling train lines. Advertisers can now connect with train goers on their daily commutes, potentially engaging with them for an impressive up-to 60-minute dwell time.
Shout Media – Apartment Screens & Rural Billboard Network
Shout Media has expanded its out of home offering with a network of digital screens located in the lobbies of Auckland’s largest residential towers. There are over 30 towers (predominantly in the CBD) in the Apartment Screens network and the daily audience is just over 20,000.
Shout Media is also diversifying their static billboard portfolio with the launch of a Rural Billboard network in October 2020. The network will cover 30 sites nationally, targeting the agricultural sector across provincial NZ. The 3m x 1.5m rural billboards are half the size of a standard billboard, so are scaled down to perfectly complement the provincial setting.
TVNZ On Demand – Interactive Connected TV
TVNZ has partnered with Innovid, a creative and analytics platform designed specifically for television, to deliver an exciting new ad opportunity for advertisers who want to add a bit of oomph, pizzazz and flare to their stock-standard video with TVNZ On Demand advertising through connected TVs.
The new Interactive CTV Overlay ad unit offers a tailored user experience, presenting the viewer with an overlay banner and call-to-action over a standard video ad, thus allowing the audience to navigate additional information about an advertiser’s brand and/or product with their remote and without having to leave the TVNZ On Demand platform.
In addition, the Interactive CTV Expand offers a full screen experience that will cultivate measurable consumer behaviours, such as time spent viewing, engagements and interactions recorded to gather useful insights to inform future campaigns.