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APN expanding cross-track train station digital signage ad platform

Australian outdoor media provider APN Outdoor has announced that the final market in its Eastern Seaboard XtrackTV train station digital out-of-home offering will be available for sale in the coming weeks with the Brisbane network to go live in June.

April 28, 2015

Australian outdoor media provider APN Outdoor has announced that the final market in its Eastern Seaboard XtrackTV train station digital out-of-home offering will be available for sale in the coming weeks with the Brisbane network to go live in June.

As announced by cross-track digital signage advertising firm XTD earlier in April, APN Outdoor will be expanding its premium digital rail network, XtrackTV, into the Brisbane market following its launch in Sydney and Melbourne last year. XtrackTV utilizes LED technology, featuring full-motion video and audio capabilities and, according to the company, is currently the only large-format, cross-platform digital screen network in Australia.

According to APN, XtrackTV has been employed by a variety of high-profile advertisers to date, with the network hosting campaigns ranging from soft drinks to recruitment services. Key advertisers to date across Sydney and Melbourne have been ANZ Bank, IKEA, Sunsuper, Telstra, Play Melbourne and Bupa to name a few, the company said.

"The expansion of XtrackTV into the Brisbane market adds further weight and gravitas to our digital leadership position, and we look forward to launching our industry-first XtrackTV format in Brisbane," APN Outdoor CEO Richard Herring said in the announcement. "Advertisers and their agents have expressed much enthusiasm toward the medium and we look forward to sharing this extension with the market."

The Brisbane XtrackTV launch will also prompt APN Outdoor to fast-track its platform dwell-time study to be released later this year, the company said. In 2014 APN Outdoor delivered the leadership research piece, "The Attention Economy," which showed that 74 percentagree that digital outdoor is better at attracting attention than regular billboards. The dwell-time study will include station and platform specific data and be authenticated by an independent body, aimed at validating the engagement of the commuter audience.

The initial rollout will see installations across Brisbane's key commuter stations with screens at Fortitude Valley, Toowong, Southbank and South Brisbane, with the network expected to be fully operational in the second half of 2015, the company said.