In today’s fast-paced digital world, where consumers are constantly bombarded with information, capturing and maintaining public interest is a challenging task for businesses. 

 recognises that one of the most effective strategies for ensuring a brand remains at the forefront of consumers’ minds is by regularly changing advertisements.

Ad fatigue occurs when consumers are exposed to the same ad repeatedly, leading to indifference or even annoyance. This is especially prevalent in the digital space, where audiences may encounter the same ad multiple times a day. Without regular updates, even the most creative campaigns can lose their impact. 

 counters this by advising clients to frequently refresh their ad content, ensuring their messaging remains effective.

Beyond preventing ad fatigue, regularly updated ads allow brands to showcase different facets of their story. Each new ad provides an opportunity to introduce new products, highlight seasonal events, or tap into cultural trends. 

 assists brands in crafting
content that resonates with diverse audience segments, helping them stay top-of-mind and relevant.

Changing ads also enables brands to be more agile. The digital landscape is constantly evolving, with new platforms, technologies, and trends emerging rapidly. 

 helps brands adapt their advertising strategies to reflect th se changes, ensuring they remain relevant and compelling.

Additionally, regularly updating ads offers valuable insights. Each new campaign allows for testing different approaches, helping brands understand what resonates most with their audience. 

 uses this data-driven approach to optimise marketing efforts, enhancing the effectiveness of each campaign and informing long-term strategies.

Regularly changing ads is crucial for maintaining public interest. 

 helps brands navigate the complexities of the digital landscape by crafting fresh, engaging advertisements that prevent ad fatigue, enhance brand storytelling, and ensure agility, keeping brands at the forefront of consumers’ minds.

How MAD Media Keeps Your Brand Fresh: The Power of Regularly Changing Ads

In today’s digital age, many marketers are quick to dismiss traditional advertising methods in favour of flashy online campaigns. However, MAD Media firmly believes that billboards remain an indispensable tool in any comprehensive marketing strategy.

Critics of billboards often argue that they contribute to visual pollution, distract drivers, and may even negatively impact property values. Additionally, some believe that in the digital age, billboards are becoming outdated, offering limited effectiveness compared to targeted online ads. Environmental concerns are also raised, particularly regarding the production and energy consumption of billboards, especially digital ones. These arguments suggest that billboards might be more of a hindrance than a help in modern marketing strategies.

MAD Media acknowledges these concerns but fundamentally disagrees with the anti-billboards stance. They argue that billboards, when strategically placed and creatively designed, enhance rather than detract from the visual landscape. A well-executed billboard can add character and vibrancy to an area, creating a memorable landmark. Furthermore, MAD Media believes that the distraction argument is overstated; when done right, billboards catch attention without causing undue disruption. MAD Media emphasizes the benefits of digital billboards in relation to environmental concerns. Unlike traditional billboards that require printed vinyl skins, which are often discarded after use, digital billboards are more environmentally friendly. They eliminate the need for printing and reduce waste, as the content can be updated instantly without physical materials. Digital billboards are also more cost-effective over time, as they avoid the recurring expenses of printing and installing new skins. MAD Media is committed to using eco-friendly materials and energy-efficient technologies to further minimise environmental impact.

Despite what some digital enthusiasts may argue, billboards provide a high return on investment. The cost per impression is significantly lower than many online advertising methods. Billboards work around the clock, tirelessly promoting a brand without a need for intervention. This round-the-clock presence ensures consistent brand exposure.

Billboards excel in local targeting. They allow businesses to reach specific geographic areas effectively. For local businesses, this means directly connecting with potential customers in their vicinity. MAD Media tailors their billboard placements to maximise local engagement, driving foot traffic and boosting sales.

Rather than viewing billboards as competitors to digital marketing, MAD Media sees them as complementary. A cohesive marketing strategy integrates both traditional and digital methods. Billboards amplify online efforts, driving traffic to websites and social media pages. This synergy creates a multi-faceted campaign that engages audiences on multiple levels.

While digital marketing continues to grow, billboards remain a powerful and essential component of a successful marketing strategy. MAD Media embraces the enduring value of billboards and stands against the anti-billboard sentiment. By integrating traditional and digital methods, MAD Media creates comprehensive campaigns that drive real-world results. Businesses can trust MAD Media to elevate their brand with the timeless impact of billboards.

Why New Plymouth’s MAD Media is Anti the “Anti-Billboards” Marketing People

Marketing in a Recession: Advertising and Branding During an Economic Downturn

In terms of economic conditions, 2024 has been rather bad. So, there’s
an impending recession. Or it’s already begun. Or we’re in the thick of it.
Whatever the case, there’s a lot of unknown – especially for those responsible
for marketing their business.

The cost of living problem, inflation, and rumblings of a recession have
been occupying consumers' minds (and the media) for months now.

When economic activity slows down and a recession sets in, many
businesses quickly cut back on their marketing and advertising expenditures.
However, advertising during a downturn gives businesses a chance to gain market
share and raise brand awareness. When the economy improves, this might yield
enormous returns.

Budget cuts are sometimes unavoidable. If you know you need to make
spending adjustments, make sure you're lowering expenses where they matter
most.

While pulling back on media spending may seem like the obvious way to
cut costs and hit financial targets, the benefit can be relatively low. A
Nielsen study of media plans found that only 

 were too high to maximize ROI, and within this group, the median overspend amount was 32%. And while reducing spend would improve channel ROI by a modest 4%, brands would also see significantly reduced sales volume due to a drop in ad-driven sales.

Whatever your choice for the media mix and budget distribution, keep in
mind that spending any money is better than spending none at all. When a brand
goes off-air, Nielsen estimates that it will lose 2% of its long-term income
every quarter and that it will take them three to five years to make up for any
equity losses that resulted from that downtime when they resume media efforts.
Reducing your media spend won't just hurt your financial line, though;
according to Nielsen data, marketing makes up 10%–35% of a brand's equity.

Why You Should Keep Advertising During a Recession

Keeping up with, or even raising, your marketing spend in lean times
presents a number of chances to turn a profit quickly and expand as the economy
improves. In the knowledge that: during a recession, we frequently advise
brands to keep their advertising spending in place.

Advertising  Costs Drop During Recessions

During a recession, you might get more bang for your buck! Recession
advertising costs are typically lower than in peak economic conditions, with
media prices declining along with demand. For examples during the big 2008
recession, ad spend decreased across all media markets: 


This creates an opportunity to maintain or even increase ad spend on
proven channels. Some brands find success expanding on new channels or
targeting secondary audiences.  

With ad spend down, most product categories have less “noise.” Fewer
competing narratives, product launches and campaigns can make your advertising
more memorable.

Some brands find success making big product or service announcements
during a recession. For example,  Amazon 

 the Kindle during some of
the most challenging days of the Great Recession in 2009.

Advertising Communicates Value to Customers

Marketing can also support a changing business strategy during a
recession, which often involves adjusting prices. Effective advertising can
help brands that adopt short-term pricing changes reach customers effectively,
capture market share and encourage long-term customer loyalty.

What Happens When Brands Keep Marketing Through a Recession?

There’s historical evidence that brands that continue to market during a
recession tend to recover more quickly and grow faster when the economy
rebounds. These recession marketing examples illustrate the lasting benefits of
spending when others put their wallets away.

In the 1920s, Michigan-based cereal company Kellogg was a relative
upstart behind the industry’s most successful brand, Post. As the Depression
worsened, Post made significant cuts to its marketing budget. In response,
Kellogg more than doubled its print and radio spending, including relying
heavily on radio spots to launch its newest creation, Rice Krispies.

 and surpassed Post as an
industry leader – a title it has held for nearly 100 years.

Today print is less useful with a much smaller reach - and that is where
Digital Outdoor Billboards come into play.

During the 1990 recession, McDonald’s cut ad spend to save money and
ride it out. Two of its fledgling competitors, Taco Bell and Pizza Hut, kept
spending steady across advertising and promotional efforts. When the economy
recovered, Pizza Hut’s sales increased by 61%, with Taco Bell improving revenue
by 40%. 

It was a lesson Ronald McDonald wouldn’t let the execs forget. The brand
was one of the few companies that grew during the 2008 recession, benefiting
from its value-focused menu at a time when families needed affordable fare. The
company grew in 2008, with 

, before the financial impact
was felt worldwide.

Marketing during an economic downturn requires brands to leverage all
available channels effectively. There’s no universal recession playbook for
marketers. You’ll need to utilize SEO, social media and other sales channels such
as Out of Home (OOH) - to stay in front of existing customers and get your
message out to potential new clients.  Working with MAD Media will allow
your brand the ability to use MAD’s digital out of home channels to push messaging
and content quickly to your clients and prospects.

Don’t Forget About SEO During a Recession

Please don’t give up on your SEO ground game. Search engine optimization
can position your products or services in front of customers based on changing
needs. Always use rigorous keyword research to identify shifts in search terms
and trends. You’ll likely find an increase in search queries like: 


Recessions don’t last forever, so use the time to conduct a 

 to better position your brand against competitors on valuable keywords and topics. This can help you
capture more total keywords and rank higher on the 

Both B2B and B2C brands should prioritize existing customers. During a
recession, everyone feels the pinch. It’s an ideal time to offer existing
clients and customers extra value with more competitive pricing, bundles and
incentives to make long-term commitments, such as annual contracts or
agreements. New customer acquisition is 

 than retaining an existing customer; it’s a great time to nurture those relationships.

 delivers content to customers that may well have an interest in
what you do. 

Your brand is a long-term investment and shouldn’t be tied to a single
product or your bottom line. Working within your brand’s existing identity,
think of how to meet your customer’s needs when they’re counting on you.

Get your leadership team together and take a deep dive into 

Companies are often forced to downsize during recessions. Most
recessions usually see (and are sometimes defined by) notable increases in
unemployment, which means businesses start slowing hiring and operating with
fewer resources. Outsourcing certain marketing operations to experts will help guide
you through a recession marketing strategy.

The Sky Isn’t Falling; We’ve Got Your Back

For over seven years , MAD Media  has helped clients from every industry survive and thrive – we all experienced the COVID-19 pandemic together.


Count on our team to solve your most pressing marketing challenges. 

Marketing in a Recession: Advertising and Branding During an Economic Downturn - July 2024

While OOH is an effective tool on its own, incorporating it into your media mix can amplify your marketing efforts in three distinct ways.

Depending on your placement, your OOH ad will most likely reach a large and diverse audience. While you may think that digital ads have the largest audience, studies show that’s not entirely true. OOH has a broad impact:

OOH reaches a large part of people living in New Zealand (MAD MEDIA currently own and operate digital billboards in New Plymouth, Whanganui, Hamilton & Taupo)

80% of people consciously notice billboards.

Compared to digital ads that people can quickly click away from or use ad blockers to avoid entirely, OOH’s reach and engagement are hard to find elsewhere. Additionally, if they’re positioned along a major road or commerce center, your ad will be seen by thousands—potentially more than once.  MAD MEDIA chooses only the best, high traffic locations for our digital billboards in New Plymouth, Whanganui, Hamilton & Taupo.

In addition to connecting your brand with a larger audience, there is now technology that will allow some OOH billboard ads the capabilities to engage with your audience. Technologies like QR codes, which can be printed on OOH ads, allow consumers to easily access your product or service. You can even direct the code to your social media page for a multi-channel focus.

A previous drawback of OOH advertising was that you didn’t know who you were reaching with it. While large audiences are always appreciated, some companies find their advertising campaigns are more effective when targeting customers who might already be interested in their product.

For that reason, using a billboard in a crowded area can be less effective. Luckily, recent updates in OOH now let companies place ads in spots where they’ll be more able to reach their intended target audiences. This change came about due to advancements in:

Demographic data and mapping technologies

With these new technologies emerging in the market, brands will be able to better understand their audience and track engagements in real-time to help optimize their campaign.

#3 People Prefer OOH to Other Forms of Advertising

Not only does MAD MEDIA Out of Home (OOH) digital billboards have excellent reach and targeting abilities, but it also has a better perception among consumers than other forms of advertising. While people tend to find themselves annoyed or suspicious of ads they see on their computers or phones, they feel less negatively towards those they encounter outside.

This enthusiasm is seen clearly in the way OOH drives engagement compared to other ads. One study from Nielsen shows that:3

Companies see 4x more online engagement for every dollar with OOH than TV or print

Almost half the adults who see OOH go online to look up the product

Close to 40% have gone on Facebook to follow up on products after seeing an OOH ad

OOH’s less intrusive nature helps to spark a connection with the consumers who view it and encourages them to follow up on what they see. This level of engagement makes it something your media mix can’t afford to miss out on.

An effective OOH advertising strategy can connect you with a diverse audience, help you engage with potential customers, and gain customer loyalty on a large scale.

If you want to take your marketing mix to the next level by adding outdoor advertising, MAD MEDIA is here to help.

We can help you find the appropriate location with the MAD MEDIA network to ensure all eyes are on you and your offerings.

Don’t delay, get in touch with our friendly team of sales staff today to see how easy and affordable it really is to start your journey with MAD.

Contact MAD today to start your OOH journey!

Benefits of Incorporating MAD MEDIA OOH billboards into multi point advertising

Edward Aish is a firm believer in the benefits of great advertising – having been involved in the industry for many years, and he works hard to create effective advertising which is accessible for a wide range of businesses – from big to small.

Ed is a family man, in his spare time he loves going to the gym, has dabbled in bodybuilding (Mr. Taranaki 2009) and he plays the keyboard at his local church.

Six years ago, starting in New Plymouth MAD Media commenced its operations in New Zealand. Edward Aish is one of the founding directors of MAD Media.

“In our initial stages I was doing all our sales, as well as graphic design, now with a talented team, my business partner Jacques and I and oversee all aspects, from sales, installs to graphic design.”

The company specialises in digital billboard advertising and has since expanded from its New Plymouth base to include other locations such as Whanganui and Waikato. With plans for further expansion, Taupo, Palmerston North and Rotorua are next on the list (plus some more in Hamilton), the company is steadily growing its presence in the market

“We currently have 12 digital billboards nationwide, and we hope to add several more within the next six to twelve months”, said Edward Aish.

Building relationships is essential in any business, as proven after many years working in the industry, and Ed admits one of the favourite aspects of the company is flicking the switch on in a new location and welcoming new clients to the MAD Media Family.

“Like the rest of the team, I take much pride in my work and love working in an exciting industry where you really can make a difference”, explains Edward.

Edward has been a part of the advertising industry since he was 13. By 16, he had already started a TV commercial production company and has vast experience from print to digital marketing.

“My experience in advertising is what I bring to the table for MAD Media, working to help people get their business up in lights, make an impact and achieve tangible results for little cost, Edward explains.

“We are leaders in our field. The MAD Media brand has a real personality that people relate to. Our team, their experience, and our overruling desire to achieve results for our clients set us apart. We focus on having a product that is cost effective for small to medium

At MAD Media, we strive to install our digital billboards at excellent locations with great viewing distance, good dwell time and few distractions. The perfect example is our Pukete/Wairere Dr Waikato digital billboard – it is an incredible corner with all of the above and we are the only advertising visible at this location! It’s the perfect companion to any Waikato Digital Advertising Campaign

“Our Digital Billboards are welcome entertainment while sitting at the lights&quot;, says Edward.

“If I could offer one piece of advice to a starting business, it would be to invest the money advertising yourself – prioritise getting your company out in front of people in a well-shaped advertising campaign.”

“The future of digital billboards is exciting. As technology grows, you can target your audience more”, says Edward.

“Our team’s goals are further growth in the digital billboard industry, in prime locations, with a focus on regional towns.”

MAD Media Digital Billboards Taranaki, Your Attraction Destination, Awaits

Key Elements When Creating An Effective Design

MAD Medias’ Digital Outdoor Billboards are an effective method of advertising when combined with an overall marketing and advertising strategy.

Using Digital out of Home Billboards to build brand awareness, to promote a product, services, or campaign is an opportunity not to be missed.

MAD’s Digital Billboards takes the traditional static display and by going digital, provides an aesthetically innovative platform – the goal is to let the advertisers stand out from the crowd.

Outdoor digital billboard specialists MAD Media, offer digital billboards, with the goal to create an infallible way to market your business and increase conversion.

MAD Media provides the following crucial elements when designing its outdoor digital billboards.

                     i.        One, Two, Three

Someone reading and understanding your message on a digital billboard takes 3 seconds or less. We know that when creating campaigns for our clients, we are creating a combination of text and visuals that will allow commuters to connect to the advertised business brand.

                    ii.        Be Simplistic

At times, commuters may only have a window to read a billboard as they drive by.

A seven-word capacity allows viewers time to read and remember a displayed message.

Keeping it simple is keeping it practical and convertible.

                 iii.        Make It Easy To Act – Make Sure Your Brand Is BIG

Direct is best. MAD Media suggest ensuring your business name is clearly visible. This is a perfect and straightforward way to ensure the ‘Call to Action’ will succeed – especially when searching online for your business. The easier to find the advertiser the more likely you are of sales.

                  iv.        Time To be Innovative and Creative. One headline, One Image and One Logo

People are visual and will connect with bright, clear images with limited text. Time to get creative! Positivity is vital here to make an impression. People relate to brands through emotion, so consider your target market and be smart with what message you are conveying.

                    v.        Your Brand is Your Campaign

Consistency is crucial when brand building.

Communication should be recognisable, efficient, cost-effective, and noticeable. MAD Media can help your business build its brand by advertising your business across multiple outdoor digital billboards.

                  vi.        Colours and Font Matter

Sharp contrast colours have a higher recall rate. Rather than colours that blend, choose colours that create a bright splash. The colours that pop make a powerful impact that catches the eye instantly.

                 vii.        Make An Impression

Three seconds is all you have to make an impression. Make your campaign memorable, relatable, and creative when designing your message.

Billboard Design – Outdoor Digital Billboards, MAD Media Hamilton

MAD Media are a proud media partner for the 2023 Downer New Zealand Masters Games to be held in Whanganui from 3-12 February.

The New Zealand Masters Games has a proud history of being the largest and longest-running Masters multisport festival in Aotearoa, New Zealand.

First held in Whanganui in 1989, with more than 1400 people participating in 31 sports, the Master's Games have grown with 5000 people participating in 70 sports, attracting competitors from around New Zealand and worldwide.

The games alternate annually between Whanganui and Dunedin.

MAD Media are the official photographers for the 2023 Downer New Zealand Masters Games, capturing the action from 70 sports, challenges and entertainment over ten fun-filled days.

MAD Media Proud Media Partner for 2023 New Zealand Masters Games

Jacques and Ed understand the importance of capturing the ‘modern’ audience in a changing world, that requires a different approach to marketing your business as radio and print no longer has the reach they had in the past.

With this passion and vision, the team at MAD Media are due to launch their new digital billboard in the coastal suburb of Fitzroy, New Plymouth.

On average, twenty-two thousand people will go past this new sign daily.

Fitzroy Village is a Community – this MAD board is here to offer the locals somewhere to promote products and services, and of course, notices for the schools and the community groups in the area.
Headquartered in New Plymouth, we love bringing opportunities for our local community to grow.
This board will do just that.

Digital billboards open up a realm of opportunities and using this cost-effective advertising medium that can update content frequently is a great investment for your business. Across New Plymouth, no other media company has the market coverage, and around all regions MAD Media covers, they offer the best value solutions.

With Digital Billboards currently operating in New Plymouth, Whanganui, and Hamilton and

expansion into Taupo and Palmerston North, MAD Media can profile your business ‘in lights’ for maximum reach.

The new board should be fully operational in Fitzroy on Monday, January 30, 2023.

Digital Billboard Company Mad Media, New Plymouth, Launches New Billboard in Fitzroy

With world-class surf breaks, famous blacksand beaches, the picture-perfect peak of Taranaki Maunga, and now the title of New Zealand’s sunniest region, Taranaki has so much on offer all year round.

With a dynamic events calendar, oodles of spectacular parks and gardens, adventures and activities galore, spades of experiences ideal for family fun, a vibrant foodie scene, and a world-renowned arts and cultural scene, Taranaki is a region truly like no other.

One simply does not come to Taranaki and not visit the world-renowned Govett-Brewster Art Gallery/ Len Lye Centre. This contemporary art museum houses works from famed kinetic sculptor and filmmaker Len Lye, as well as regularly refreshed national and international artist exhibitions. The undulating stainless-steel external facade makes for a great spot to stop for a selfie.

Or head across the road and find an original piece of art to take home with you and find an original piece of art to take home with you at Kina NZ Design + Art Space, or Gover St Gallery.

The innovative and free-to-enter Puke Ariki Museum is also not to be missed, with five permanent exhibitions including the new Reef Alive! display that includes an interactive speed boat.

While in South Taranaki, you won’t regret a visit to Tawhiti Museum and the adjoining Traders & Whalers boat experience, where history comes to life in incredible detail.

Pop into Stratford’s Fenton Street Collective, a multi-faceted, award-winning gin distillery and art gallery.

Pop into Stratford’s Fenton Street Collective, a multi-faceted, award-winning gin distillery and art gallery. If you’re keen to stretch your legs and see some art in public places, the Coastal Walkway is a 13 km promenade that extends along the New Plymouth coastline, and includes highlights such as Len Lye’s kinetic sculpture, and the Te Rewa Rewa Bridge.

Or discover the wealth of tracks and trails on Taranaki Maunga- uncover the magic of Dawson Falls, explore the enchanting Goblin Forest (otherwise known as the Kapuni Loop Track), or take a dip in the alpine Wilkies Pools – all of which are whanau friendly and accessible tracks.

For the more prepared and adventurous explorers, trek Pouakai Crossing and take an iconic photo of the maunga perfectly reflected in the Pouakai Tarn. Perhaps you would rather keep your adventuring closer to sea-level? Pay a visit to the fenced-off predator-free bird sanctuary that is Rotokare Scenic Reserve.

Keeping the kids happy is easy – take them to The Hideaway for the downhill luge and Bathurst-themed mini-putt course. Bowlarama, in New Plymouth’s CBD, not only offers traditional ten-pin bowling, but also laser tag and black-light mini putt – perfect for a rainy day. For those looking to challenge their logical thinking, try one of the themed Escape Masters Rooms. Get your sea-legs with Chaddy’s Charters on one of its wildlife boat tours NZ’s most northern fur seal colony, as well as bike, kayak, and stand-up paddleboard hire and lessons.

Taranaki also has an abundance of public gardens, such as King Edward Park in Hawera, Hollard Gardens in Kaponga, and New Plymouth’s Tupare, Pukeiti, and Pukekura Park. A favourite local secret is Te Popo Gardens, just out of Midhurst – full of life-size animal sculptures around every corner. Explore the Whitecliffs Walkway and find yourself in awe of the Three Sisters rock formations. Or, meander the Opunake Loop Trail and discover the secret garden and artsy mosaic couches.

Every adventurer knows they’re only as good as their last meal, and for that, there is no shortage in Taranaki. You’ll be spoiled for choice when it comes to filling your puku, with an abundance of cafes, restaurants, bars, and eateries right around the maunga. Taranaki is a foodie’s haven, with paddock-to-plate style menus, hearty gastronomic dishes, and locally-made produce regularly featured, flowing from farm to fork.

The Burnt Place in Hawera will satisfy even the fussiest of palates, or take in the beachfront views at Black Sands Pizzeria in Oakura. Shining Peak Brewery in New Plymouth has both craft beer and a decadent high-end menu. Or sample the award-winning gin at Juno Gin’s new Cellar Door experience during a bespoke tour of the distillery or tasting event.

News

How MAD Media Keeps Your Brand Fresh: The Power of Regularly Changing Ads

Why New Plymouth’s MAD Media is Anti the “Anti-Billboards” Marketing People

Marketing in a Recession: Advertising and Branding During an Economic Downturn - July 2024

Benefits of Incorporating MAD MEDIA OOH billboards into multi point advertising

MAD Media Digital Billboards Taranaki, Your Attraction Destination, Awaits

Billboard Design – Outdoor Digital Billboards, MAD Media Hamilton

MAD Media Proud Media Partner for 2023 New Zealand Masters Games

Digital Billboard Company Mad Media, New Plymouth, Launches New Billboard in Fitzroy

Escape to Taranaki – the home of New Plymouth-based Digital OOH Billboard Advertising Leaders Mad Media

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