Adshel admits there is work to do to convince sceptical media buyers over outdoor digital ads
Out of home ad firm Adshel has admitted it still has work to do to convince sceptical media buyers of the benefits of outdoor digital ads as it launched its national network of 270 digital screens.
Sales and marketing director David Roddick told Mumbrella the approach from buyers remained mixed with some embracing the concept while others were doubtful of the benefits.
Adshel spent 18 months negotiating with its JV owners to finance the network and eight months trawling through the complex regulatory processes of installing the screens before finally switching on the network this week.
Many of my clients had senior people within the company who refused to accept digital OOH and thought it was only in the vendor’s interests. It was difficult to convince them as to why they should have to have a piece of the share of voice pie in a lot of cases.
In saying that, I had a lot of clients that embraced it and liked the ease of it. It also removes a lot of production costs too. Well, except for some OOH companies who like to charge an install fee for digital creative i.e. loading creative off a USB.
I can see the benefits and downsides, so I think a mixed of static and digital is always best.
The thing is, they are charging 3 times the price per panel, for 1/6 of the exposure. It doesn’t animate or run video, yes you can change creative mid campaign, but how many clients want to do that? So it’s basically a flashy version of a poster that you pay more money for and get less R&F.
E – production cost may be down but media costs are right up and you don’t get 100% SOV on each panel.
It’s better, but it’s at least 12x the price, is it 12x as effective? Time will tell, but it’s hard to see. I watched the Optus, Telstra, CBA, Tag ads scrolling through while in traffic this morning, bright, static and not much more than a standard panel, hard to see 12x the value there.
Dave – Yep, my main issue with digital is the SOV issue. I’m definitely a bigger fan of static.