Australia's largest regional publisher has joined forces with a
fledgling media company to provide a global first in electronic
billboard technology it hopes will be installed in railway stations
throughout the major cities of the world.
Rural Press, which holds a large share of Australia's regional
newspapers, has taken a 50 per cent stake in Street Vision, a company
which is about to launch a screen projection delivery system allowing
cinema quality ads and other content to be screened in railway
stations.
The 3x4 metre live billboards offer advertisers the opportunity to buy
time to screen TVCs, but are likely also to allow broader advertising
opportunities in an environment with a captive commuter audience.
Partnering with Rural Press will allow Street Vision to fulfill its goal
of achieving a global expansion, following the Sydney launch in June
this year.
SV is planning to roll out the concept into the underground rail systems
of London, New York, Hong Kong and Tokyo.
Street Vision CEO Tony Crawford said,"We are currently in discussions
with overseas groups that represent the major markets."
He said Street Vision screens will initially be installed in 10 major
Sydney CBD railway stations and predicts they will reach up to eight
million commuters each month - of which 40 per cent are in the important
AB quintile.
"This is the only medium which can deliver digital video advertising,
information and entertainment to this group during commuter travel
times.
In addition, rail will be the most important mode of transport during
the Olympics," said Mr Crawford.
Street Vision's proprietary technology, which took three years to
develop, is software designed to deliver digital audiovisual media, as
well as scheduling and billing. In addition, the company has created a
network structure, which allows the distribution of media from a central
location.
"It is effectively a quasi digital TV station, broadcasting in the
public domain," said Mr Crawford.
"This new medium will boost the growth of the overall ad market, rather
than take from the existing market spend."
