Convenience Advertising is rolling out more than 500 of its new digitally empowered CaptiVision screens as demand continues to grow.
Unlike most OOH products, CaptiVision has in-built audience measurement capabilities that deliver clients real-time data that translates into highly strategic audience insights covering gender differentiation, reach, engagement, location and time of viewing.
The screens are Apple and Android enabled to make digital engagement easy and also support high impact animation and video in full HD.
CaptiVision also offers advertisers flexible media schedules down to 3-hour splits (morning/afternoon/evening), as well as weekly and fortnightly schedules. For example, if an advertiser wanted to target business travellers from Melbourne flying to Sydney they could ask us to configure the screens to show their advertisement between peak AM and PM travel times and not be flighted for weekends.
Convenience Advertising’s retail and airport campaigns also have the advantage of being close to point-of-sale, working exceptionally well to drive sales and increase market share.
CaptiVision is the latest product offering from Convenience Advertising, which has been operating in Australia since 1984, and has exclusive access to the largest in-venue advertising network in Australia – 3,000 plus venues, reaching more than 20 million visits weekly.
According to Convenience Advertising’s CEO, Anna Validas, OOH is enjoying a renaissance globally because of its ability to deliver audience reach through placements that allow it to be integrated into consumers everyday lives.
“You can’t turn it off – it’s just there. Our media platforms leverage this and go one step further by integrating digital metrics into the call-to-action.”
The new CaptiVision screens are a highly strategic addition to Convenience Advertising’s unique advertising offering, which is built around leveraging the dwell time people spend in bathrooms.
“From a client’s perspective it’s a space that they can own as our CaptiVision screens are supported by our more traditional classic static panels, providing additional share of voice for stronger client outcomes,” Validas says.
“Our advertisers’ messages are front and centre during any time spent in the bathroom.”
Validas sighted independent campaign evaluations on its campaign performance as showing a minimum 70 per cent unprompted recall.
Validas points to dwell times unique to bathroom use as explaining why text works so well.
“And from what we know, people are also comfortable using their phones in bathrooms, which allows a direct on-the-spot channel for engagement. Because of these strengths Convenience Advertising has been able to achieve a Cost Per Action (CPA) comparable to search.”
According to Validas, very few other OOH options offer the sense of intimacy offered by the bathroom environment, which she describes as being ideal for some of the harder edged campaigns Convenience Advertising has been and continues to be involved in, particularly those that are health related. Just some examples include its involvement in supporting campaigns around prostate cancer, depression, breast cancer, elder abuse, and HIV/AIDS.
Convenience Advertising’s bathroom network offering across Australia give advertisers access to more than 200 premium and neighbourhood shopping centres, more than 2,000 bars, pubs and clubs, nightclubs, RSLs, leagues clubs and gaming venues, more than 50 airport terminals, including regional locations, 100 plus university and TAFE campuses and other bespoke venues.
This diversity of reach gives advertisers the opportunity to work with Convenience Advertising to deliver highly targeted local, state and national campaigns. At the same time, it also allows Convenience Advertising to deliver moderate budget and highly localised campaigns by region or neighbourhood.
Validas sees a bright future for OOH advertising able to leverage digital capabilities.
“Aside from scaling up, engagement is key. Our dwell time, the proximity and privacy of the environment make for some exciting prospects with voice and ‘tap and go’,” she said.
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