Perfect and optimal utilisation of Key Systems software has augmented APN Outdoor to fulfill the needs of their customers at any given time and circumstance. Whenever they need a solution that could bring all its assets under one roof, APN Outdoors just turns to Key Systems.

Grand inception

APN News & Media announced that it was integrating its previous five outdoor businesses to form a single, unified business in March 2004. The new business was named ‘APN Outdoor’ to capitalise both on the value of being part of a well-known public media company and to recognise the focus on the outdoor advertising category. Then APN Outdoor was officially launched on July 01, 2004, as a division of APN News & Media, representing approximately 20 percent of the revenue and 10-15 percent of earning.

Ideal solution

Shaun Ireland, inventory & systems director, APN Outdoor remarked, “When we were consolidating our business systems, Key Systems offered us a single, complete solution that had been successful overseas – we didn’t want a system that was not tried and tested. Though we had a vast array of products, Key Systems was able to combine them in a workable solution that we felt was the best scenario for us.”

Showing its commitment with the Antipodes, since opening its office eight years ago in Australia, Key Systems has built a specialised local team, which is now managed by Peter Woodward. Since emigrating, Peter has been working closely with APN Outdoor to make sure all data merging into Key Systems’ Fusion software was done smoothly and provide the company with constant innovations and new features.

Perfect key

Originally set up in 1987, Key Systems has been developing and providing software exclusively for the OOH industry for over 25 years. Able to manage traditional and digital signage, the company works internationally with leading media firms and agencies. The company has offices in four overseas locations, covering Europe, North America, South America, Australasia and the Far East. “We have developed a very strong relationship and thought highly of Peter Woodland,” mentioned Shaun adding that Peter is always available to them for any issues that arise or for any future development that needs to be completed in the UK and then sent back to Australia.

Peter Woodward, who is also client services director at Key Systems Asia Pacific, explained how the two companies became involved. “Initially we had to merge three databases from the different businesses that formed APN Outdoor. The process was a massive undertaking, which allowed us to understand thoroughly the company’s businesses and its operations.” Key Systems’ involvement with APN Outdoor is ongoing, providing the outdoor media owner new tools to satisfy emerging market demands. “A challenging area that we developed specifically for APN Outdoor is transit,” said Peter. He remarked that many things had to be considered for sales and campaign delivery teams. “First, you need to know where all the vehicles are and continually track movements and off lines to ensure you know where your fleet is and how many vehicles are available to post on. Secondly, the scheduling for installation was equally challenging but overcome with a sophisticated handheld bar-coding system,” he added.

“Finally, we have to prove that the work has been done, and I think we are the first provider that can deliver accurate Proof of Posting reporting for transit, which is very important for a constantly moving medium. Fortunately all of this can be achieved using Key Systems’ Fusion. APN Outdoor has bar-coded all depots, vehicles and creative; so all of this information is recorded in Fusion and processed with no delays.”

Client friendly

APN Outdoor also implements a tailored Proof of Posting web portal. Key Systems’ Fusion generates automated e-mails for clients to inform them that their campaign Proof of Posting statistics, geography and imagery are now online to review. The portal not only addresses static inventory but also the more challenging transit campaigns and enables instant access to crucial posting data held in Fusion. Clients can request a comprehensive management report easily and quickly, saving man-hour, reducing human error, resulting in complete performance transparency.

APN Outdoor uses Key Systems’ Fusion software across all bands of its business, right from assets management, commercial operations, marketing, sales and campaigns to delivery and invoicing. Now the outdoor major currently has 200 users that manage approximately 15,000 media spaces every month.