Australia’s Adshel introduces new DOOH trading model

Australian media & entertainment business Here, There & Everywhere’s (HT&E) outdoor division Adshel is launching a new trading model that will allow advertisers to buy slots based on time, day and location, reports Mumbrella. “The new spot-based trading model will give advertisers the opportunity to target their campaigns to commuters more effectively,” the report states. The new initiative is part of CEO Mike Tyquin’s push for targeting capabilities and a move towards an online advertising-style model.

The moves comes off the back of Adshel’s research, which found contextually relevant ads which run on digital screens are 19% more effective than ‘generic ads’. Tyquin said after years of building network scale, the outdoor company wanted to focus on the location of its digital assets and screens and what they could do for advertisers. The company has developed a planning tool to negotiate and move campaigns for clients.