APN Outdoor launches first ever cross format out-of-home planning tool

Sydney, January 27, 2009 – APN Outdoor, Australia and New Zealand’s largest outdoor advertising company today announced the launch of ‘COMPASS’, the world’s first cross format out-of-home planning tool.

Co-developed in an exclusive deal between APN Outdoor and Point Logic, developers of leading media planning solutions, COMPASS provides precise outdoor advertising recommendations across APN Outdoor and non-APN Outdoor properties.

COMPASS is the result of in-depth agency and consumer research, six months of technical development and three months of pilot testing. It allows APN Outdoor sales executives to provide scientific recommendations on large scale cross format projects where required or requested by any advertiser.

Paul McBeth, General Manager – Marketing, APN Outdoor said:

“Until now, there has been little actionable intelligence available to media agencies or clients when planning outdoor campaigns. Developed by APN Outdoor, COMPASS is the first planning tool rich in current industry and consumer insights to enable measured outdoor advertising decisions. Media agencies and advertisers will be able to make and justify their outdoor advertising decisions with absolute surety.

“Whether the objective is to increase consideration, awareness or sales, COMPASS will provide a breakdown of the best formats to use, the quantity of each and all within the designated budget”.
The strategic outdoor planning tool, exclusive to APN Outdoor, will compliment the planning process on major out of home campaigns, used at the discretion of APN Outdoor.

To produce a COMPASS recommendation, the client is required to provide a campaign brief, completing a step by step series of questions. These questions ensure the accurate detailing of the advertiser’s business objectives, target audience groups, budget and any specific format preferences. On completion, COMPASS will then navigate through APN Outdoor formats as well as non-APN Outdoor formats, and recommend the options that will best deliver the desired results.

Recommendations will include how the budget would be best spent across multiple formats including buses, trams, railway stations, large format billboards, posters, airport and street furniture. The expected impact of each format, as well as the campaign in totality, will also be advised.
COMPASS will be introduced and demonstrated to clients and media agencies over the next two weeks through media relations, advertising and direct mail.