- DOOH Community
- Posts
- DOOH Community Issue #1
DOOH Community is your weekly wrap-up of all things digital out-of-home, buckle up and let's get started!
This Weeks Top ANZ Stories 🥇🥈🥉
Out-Of-Home Revenue Bounces Back 📈
Source: Mumbrella
Quick Breakdown:
This week the Australian Outdoor Media Association (OMA) released the Q2 2022 media revenue report
A 14.8% increase in net media revenue, or $249.5 million
DOOH accounts for 62.4% of the total net media revenue
Year to date increase of 19.5% ($478.6 million)
Increase of 47.3% in 2020
Only 3.9% behind 2019
Neuro Impact Factor (NIF) upgrade to MOVE accredited with helping this growth
NIF & MOVE have increased market confidence of DOOH as a channel
OMA added 7 new members this quarter: Civic Outdoor, GoTransit Media Group, Helio, Hivestack, The Media Shop, Tonic Media Network, Vicinity Centres
“The industry continues to strengthen showing our channel’s unique capability to be effective for both short-term activations and long-term brand building.”
Our Thoughts:
It's great to see the DOOH industry here in ANZ bounce back, especially considering how rough the pandemic has been with extended lockdowns.
As we all know, the economy worldwide appears to be slipping into a recession, and one of the first things businesses will look to do is cut down on costs. As we all know, marketing activities can be one of the first to go.
We're quite interested in seeing how this recent market downturn will impact the media industry as a whole, specifically, if the DOOH industry will see another slowdown in the coming months.
LUMO Joins Alliance Outdoor Media Group 🤝
Source: Campaign Brief
Quick Breakdown:
LUMO Digital have now joined the Alliance Outdoor Media Group
First NZ based media owner to join the group
Alliance Outdoor Media Group consists of 5 independent members: Civic Outdoor, GOA Billboards, EiMedia, Stream Outdoor and now LUMO
“Working alongside Alliance Outdoor will create unique opportunities for LUMO to reach Australian audiences, expand our client reach, and gain some expert local knowledge on the Australian OOH market."
Our Thoughts:
With LUMO now a part of the Alliance Outdoor Media Group, there is now an opportunity for advertisers to reach yet another market.
Not only are they providing Australian advertisers with a potential foothold in New Zealand, but they're also getting access to the entire Australian market.
From an outside perspective, we can assume that LUMO may share some of their impressive technology within their new strategic alliance. In particular, their LENS technology.
This LENS outdoor measurement tech aims to generate real accountability and transparency for measuring DOOH by measuring pedestrian and automotive movement.
LENS has yet to be used in the Australian market, but with this partnership, it's looking like a real possibility!
LUMO has seen some incredible growth throughout the last couple of years, 2022 especially and it's clear they're not slowing down.
This Week's Top Global Stories 🌎
Seoul Bakery Uses 38 Transparent OLEDS To Drive Unique In-Store Experience 🍩
Source: Korea Economic Daily
Quick Breakdown:
Global retail bakery, Paris Baguette, located in Pangyo, South Korea
38 unique custom built 55-inch transparent OLEDs by LG
~$10,000 per display
Total cost around $463,000
Panels are used at the stores' entrance, as a smart partition between the baking station and the retail section, as art walls, and as signage on the windows
“We told LG that we wanted to turn it into a state-of-the-art bakery store that can provide people with a brand new shopping experience.”
Our Thoughts:
This is a great way for LG to showcase their transparent OLED technology and makes for a great retail experience for Paris Baguette customers (and staff).
Obviously, this isn't something that we will see mass adoption of any time soon, but nonetheless, it's a great way to showcase retailtainment and DOOH technology.
ZetaDisplay Signs 10-Year Contract With Swedish Horse Racing Organization 🐎
Source: AV Magazine
Quick Breakdown:
ZetaDisplay have secured a 10-year contract with ATG, the Swedish Horse Racing Totalisator Board
Partnership looking to expand the network to over 15,000 screens at 1,200 locations making use of over 9,000 media players
This screens will include touch screen terminals, kiosks, and live-streamed TV stations
"Our global team of specialist software developers, content creators and hardware integrators will all work collaboratively across the full ZetaDisplay group to transform horse racing environments as we know them today."
Our Thoughts:
This is a huge win for ZetaDisplay with plans for a massive expansion covering a lot of different display types.
We'll be keeping a close eye on this one to see how they deploy and set up a network of this size, with this many different types of displays.
JCDecaux Enters Into Strategic Alliance With Displayce - Including Majority Stake ♟
Source: GlobeNewswire
Quick Breakdown:
JCDecaux and Displayce have entered a strategic partnership agreement, with JCDecaux also purchasing a majority stake.
Displayce is a French DSP leader, specialised in purchasing and optimising DOOH campaigns
Displayce provides bespoke solutions thanks to its DOOH designed data management platform (DMP)
Displayce have over 600,000 screens in over 50 countries
This investment from JCDeaux is for accelerated development
Our Thoughts:
It's safe to assume that JCDecaux saw Displayce as a strong competitor with interesting tech. By incorporating Displayce's tech with their own, we can assume they'll be able to continue pushing their programmatic expansion.
This is a huge move by JCDecaux, who are already one of the biggest DOOH players in the world. It's clear they want to bring as much of their offering in-house as possible and we should expect more similar news in the not too distant future.
Aileen Ku On The DOOH Industry In China 📝
Source: Branding in Asia
Quick Breakdown:
Aileen Ku from Hivestack China detailed the Chinese DOOH industry and gave us an insiders perspective
The Chinese OOH market is expanding quickly and is worth about $9 billion USD
This market comes with unique challenges due to the Golden Shield/Great Firewall
In order to combat these challenges, companies will have to build partnerships and trust with local partners
The Chinese market is fond of omni-channel approaches to advertising, providing DOOH solutions is a no brainer
Programmatic will be huge in this region for the following reasons:
Supercharged targeting, messaging, and measurement
Contextually relevant messaging/custom triggers
Our Thoughts:
A piece full of advice like this doesn't come around every day, everyone knows the value of the Chinese market, but often western companies struggle to penetrate it.
Hopefully, Ku's thoughts and ideas can help make the Chinese market profitable for a range of different DOOH-related businesses, only time will tell.
Featured Creative 😱 🎨 - Dior Seongsu Teaser
Below is the video of the 3D billboard in Seoul, Korea displaying the Dior Seongsu Concept Store Teaser, designed byd'strict.
They've clearly gone for a bit of a different 3D approach that we've not really seen before.
This is something you would expect to see in an art museum, not on the sidewalk. It's in a completely different league to the 3D cats and sports balls we've seen before.
Let us know if you've got any hot tips or scoops like these you want us to share with the DOOH Community
P.s - We're working on a referral program, keep your eyes peeled 👀