News

XtrackTV digital signage network inks content partnership with Sky News

Australian and New Zealander outdoor advertising firm APN Outdoor has announced further development of its cross-train-platform, full-motion and audio-enabled digital out-of-home screen network, XtrackTV, with the introduction of content partner Sky News.

February 29, 2016

Australian and New Zealander outdoor advertising firm APN Outdoor has announced further development of its cross-train-platform, full-motion and audio-enabled screen network, XtrackTV, with the introduction of content partner Sky News.

APN Outdoor launched XtrackTV, which shows ads on screens across train tracks at station platforms, in Sydney and Melbourne in 2014. Brisbane was next to join the portfolio in early 2015 with Adelaide going live late last year. As the company chugs toward a national footprint, with the Perth network in its sights, XtrackTV's content capabilities will open new doors for advertisers and engage commuters, the announcement said.

As a provider of premium 24-hour multichannel and multiplatform national news content, Sky News was a natural choice, said APN Outdoor, which has, up until now, engaged Brand New Media to provide a variety of lifestyle content. The move toward more up-to-the-minute news and current affairs content echoes the focus on immediacy and reactivity that APN Outdoor channels across its suite of digital products, particularly the Elite Screen network, the company said.

APN Outdoor CEO Richard Herring expressed his enthusiasm for the content partnership in the announcement: "There are few news providers as well respected as Sky News, and we are looking forward to a mutually rewarding relationship. Our audiences demand up-to-the-moment content that is specific to their cities and the time of day, and Sky News' expertise in this area allows us to truly deliver what the market wants."

The content partnership is currently being piloted across the network, with a view for a more permanent relationship to be established. The content includes current news, sport and weather updates specific to each state and is dayparted accordingly.

Australian News Channel CEO Angelos Frangopoulos said: "As Australia's unrivalled 24-hour news service provider we are constantly looking for innovative ways to deliver our live breaking news coverage to a premium audience. The partnership with APN Outdoor allows us the opportunity to speak to a vast and growing national audience, and we look forward to keeping them up to date as they're on the move throughout the working week."