APN Outdoor has embraced the social media movement with its first 2016 Headline Series presentation released this week. The Headline Series is a collection of research-led presentations that delve into audience behaviour and investigate how consumers engage with Outdoor mediums.
The Headline Series is in its fourth year having begun in 2013 in which time APN Outdoor has investigated FMCG, Gen Y, Digital Billboards, Luxury and most recently Airport audience via 2015’s The Airport Economy.
Focusing on the synergy between mobile, social media and outdoor advertising, The Social Economy digs deeper into consumers’ mobile behaviour and the cohesion and potential brand amplification available when combined with APN Outdoor’s Elite Screens. Tethered to The Attention Economy’s examination of audience’s relationship with their smartphones, the presentation supports the connection between mobile behaviour and being outdoors. With audiences spending on average 17.5 hours outside and 12 hours using their smartphones a week, The Social Economy drives the idea that APN Outdoor’s Elite Screens offer the perfect broadcast platform to drive in-real-life conversations online and vice-versa.
The presentation draws from international and local research into the behavioural trends of consumers regarding social media and mobile devices and also examines in depth the national partnership between Twitter and APN Outdoor via the Australian Open campaign.
The executions engaged Elite Screens and RSS technology to amplify unique hashtags and broadcast incentive-driven and sentimental engagement messaging to the country’s outdoor audience.
David Ray, director, audiences and growth, Twitter, remarked, “We already know that Tweets don’t just live on Twitter. They can be seen just about everywhere. This partnership was a fantastic opportunity to share the reach of the Australian Open Twitter content to APN Outdoor’s audience in a unique way… assisting #AusOpen Tweets to travel even further, increasing conversation around this great Australian event.”
Mark Fairhurst, general manager-sales, APN Outdoor, said: “Mobile usage and social media are becoming part of everyday life and with outdoor audiences growing year on year, combining forces is a natural move. The insights from The Social Economy reaffirm the positive synergy between Outdoor and smartphones usage and begin to uncover the huge potential this collaboration offers advertisers.”
Source: APN Outdoor