Digital on horizon for APN

Outdoor media host APN Outdoor says it may convert up to 150 of its printed billboard to digital sites as it looks to grow its business following its public float last week.

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Digital move: APN switching to digital billboards

APN says it is on target to have 34 digital sites by the end of this year and plans to add one a week during 2015, and then double that total figure over the coming years. This will mean around a quarter of APN’s sites will be digital. APN says it has no plans to increase the number of printed outdoor media sites. While significantly more expensive than static printed sites the digital inventory offers APN the opportunity to sell far more space, and offer video. It is planning to have video on its train station sites. APN Outdoor says digital offers advantages for advertisers including immediacy, creative flexibility, higher quality presentation, and higher audience engagement. It is also considering expanding into other areas like retail and street furniture as it looks to capitalise on rapid growth in out-of-home media, which has just recorded another high growth quarter, up by 7.8 per cent of the corresponding period last year.  

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