Slow climb for digital ads in WA

NEW technologies and products are peppering the digital advertising and signage landscape in Western Australia providing further choice for local businesses to promote their specific offerings, although some experts believe WA is falling behind the rest of the country.

In August, Racing & Wagering Western Australia took possession of the biggest mobile television screen in the southern hemisphere, aptly called the 'Big Screen'.

At a cost of $1.3 million, the screen measures 46 square metres and while it's similar in size to screens found at other racecourses, this screen's advantage is that it can be transported from venue to venue while displaying billboard messages from the Office of Road Safety.

RWWA marketing manager, Drew Mazalevskis said at race meetings the screen would display local and interstate races as well as key messages or advertising from clients or key stakeholders.

The screen can be hired for $7,500 per day for use by private organisations and corporate bodies and despite RWWA yet to formally pursue selling advertising space on the screen, this is expected to occur in the near future.

“The City of Perth have shown definite interest for its use at the Sky Show, we are in discussions with Burswood regarding upcoming functions and I'm in negotiations with corporate clients for potential use at festivals," Mr Mazalevskis said.

Israeli-developed infrared motion detection software coupled with touch screen technology accurately describes I Katcher Events' 'Eye Click' interactive advertising display system.

“Eye Click" enables organisations to attract target audiences, whether they are at trade shows, expos or in shopping centres, and then physically interact with them via tailored computer software.

I Katcher Events chief executive, Rick Williams said the system was discovered when trying to find something different for one of their client's shopping centre displays.

“We couldn't find anything like it in Australia and we showed the client, Landgate, and they liked the idea," he said.

“In doing that deal we realised there were some synergies with some other clients we have on the display side of the business, and had the opportunity to become the reseller of it (Eye Click) and took that opportunity."

Mr Williams said a basic system consisting of the infrared devices and software with 14 different templates adaptable to suit individual businesses started at $30,000.

LandGate said the large display screen enticed passing shoppers to take a closer look, and to interact with the displayed images and advertisements of its products.

However, Mr Williams believes WA's digital advertising space is behind the rest of Australia.

“It's untouched at the moment, the market hasn't been saturated with it at all," he said.

Digital advertising professional, Linc Integrated digital account director, Stuart Riddle believes it's a case of WA waiting for a reasonable digital advertising presence.

“Digital advertising is definitely not growing as fast as it should be," Mr Riddle said.

“I don't think it's really at a point yet for small businesses to tap into, over in the east there's a lot more bigger networks there.

“I think when bigger shopping centres and some more networks get on board it'll certainly grow further."

Banks of LCD screens in pubs, gyms, hair salons, lingerie stores and even financial services firms are the more traditional digital offerings in WA.

Bentley-based Lavish Channel pioneered narrowcast technology to develop an internet protocol TV network displaying news and information to captive salon audiences.

Moving away from digital signage, there's a new entrant to the outdoor advertising and signage market in Australia.

“Adverstep", which is available through the Sign A Rama group nationally, enables stairways in hotels, offices or retail outlets to be transformed into large format billboards as a branding opportunity for an organisation.