DOOH Community Issue #10

DOOH Community is your weekly wrap-up of all things digital out-of-home, buckle up and let's get started!

Thank You! 🙌

This is a bit of a milestone week for the DOOH Community team, we've hit double digits for the number of issues we've written.

The Stats 📊

• Subscribers - 27

• Impressions - 450+

• Most Viewed Issue - #7

Thanks to everyone for your early support of the team, we're just getting started!

Meme of the Week ☕️

This Weeks Top ANZ Stories 🥝 🦘

• LUMOS - DOOH On The Go 🛵

• oOh! Media Takes On The Sudsy Challenge 🧼

• Veridooh's New Head of Client & Partnerships 🧠

• New Retail Media Network - MixIn by Endeavour 🍹

LUMOS - DOOH On The Go 🛵

Source: LUMOS

Quick Breakdown:

• LUMOS, the Sydney based start-up that providers delivery drivers with "smart bags" has recently raised $800k

• LUMOS generates additional revenue for these gig workers, whilst bridging a localised gap between DOOH and digital exposure for local brands

• The business idea was concieved early in the pandemic days as a way for small business owners to reach larger audiences

• The current product provides these delivery drivers with food delivery bags that have an integrated DOOH screen

• LUMOS' investors include: Claremont Capital, Dorcas Capital, Imprint Capital Partners founding partner Curt Shi, Beames Capital partner Hugo de Jong, Metagrove Ventures managing partner Barry Winata, and the Trampoline Syndicate led by Matt Perkes and Abraham Robertson.

Our Thoughts:

The idea behind LUMOS is interesting, to say the least, and makes sense when you look at the broader DOOH market. We've got Uber and Lyft both making plays in the pDOOH space, so it only makes sense independent companies will throw their hats in the ring.

One thing we're really interested to see is how LUMOS offers targetting and measurement - moving displays aren't all that common, and more traditional methods may prove to be ineffective or even unwanted by advertisers.

We're big fans of innovation in the space and will be watching how LUMOS plans to overcome challenges and break into such an old-fashioned space.

oOh! Media Takes On The Sudsy Challenge 🧼

Source: oOh! Media

Quick Breakdown:

• oOh! Media New Zealand and Australia are teaming up with Orange Sky during their annual 'Sudsy Challenge' initiative

• Orange Sky provides free laundry and shower services to vulnerable people who don't have a permanent place to call home, reaching over 157,000 people weekly

• oOh! is providing free advertising space to Orange Sky to help promote the challenge, which involves wearing the same clothes for three days straight

• Alongside with providing this inventory, oOh! CEO Cathy O'Connor, along with the leadership team will be partaking in the challenege

• Orange Sky has provided over 4.5 million kilograms/460,000 loads of free laundry, 55,600 showers, and 393,000 hours of genuine and non-judgemental conversation across 40 services in Australia and New Zealand.

Our Thoughts:

We've said it before and we'll say it again, we love seeing the DOOH industry get involved in community events and show the impact of the platform as more than just an advertising channel.

By providing this space, oOh! is providing so much value to the Orange Sky team and helping raise awareness at a large scale for free.

Veridooh's New Head of Client & Partnerships 🧠

Source: B&T

Quick Breakdown:

• Veridooh picked up David Sutherland for the newly created Head of Client & Partnerships, APAC role

• David has over 15 years in the OOH industry

• Previously the GM of Programmatic at QMS, but also working at oOh! Media and other media agencies

• The new role will focus on strengthening Veridooh's relationships with media agencies, brands, and media owners

• David will also focus on the future of Veridooh's programmatic solution

• As one of the first people to join QMS during its launch in Australia, David has a lot of experience in the local market, along with growing a company in the digital and programmatic spaces

• Veridooh has been on a growth spurt recently, launching in the UK and expanding its Australian team

Our Thoughts:

It feels like every week we're writing something up about the team over at Veridooh, and it's always good news! It's great to see an Australian adtech startup do so well and make its mark on the industry.

Picking up David Sutherland is a huge win for Veridooh, he has a tonne of experience, not only in the DOOH industry but the startup space as a whole. He'll be a great addition to the team at such a vital point in their growth.

Congratulations David, we know you're gonna do great and have a huge impact!

New Retail Media Network - MixIn by Endeavour 🍹

Source: Mumbrella

Quick Breakdown:

• After splitting from the Woolworths Group last year, BWS & Dan Murphy's owner Endeavour Group are launching their own retail media arm

• Digital signage, along with tasting programs, in-store radio and sponsored product listings are all included in the network

• Suppliers have access to a self-service platform for the digital components

• MixIn will be headed up by Lachlan Brahe, Steve Jones, and Rhiannon Hart

Our Thoughts:

Retail media is huge and has been growing over the past couple of years, especially at FMCG stores such as Woolworths and Coles, so it's not a big surprise to see Endeavour start building their own.

By the sounds of it, retailtainment and direct sales are going to be the main focuses of the MixIn arm of the business. It will be great to see the campaigns that advertisers push to the digital signage network going forward, even if it isn't the main focus.

We love retailtainment and instore activation here at the DOOH Community, so seeing more stores take this approach as a way to get customers coming back after COVID is great, and we hope to see more of it.

This Week's Top Global Stories 🌎

• AUO Display Plus Adds Rise Vision Software ➕

• Babycare Brands Employing OOH (& Seeing Results) 🍼

• DOOH Displays In The UK Targeted By Energy Activists ⚡️

AUO Display Plus Adds Rise Vision Software ➕

Source: Rise Vision

Quick Breakdown:

• Cloud-based digital signage software company Rise Vision has been acquired by AUO Display Plus (ADP)

• ADP plans to improve their offering by providing both software and hardware to customers

• Along with being able to provide the existing software, ADP plans to increase Rise Vision's reach to areas such as retail, enterprise and hospitality

• Rise Vision's current expertise is in internal business communications

Our Thoughts:

It's always interesting to see hardware providers take a stab at the software game. It makes sense, to be able to offer customers a full package, but will they understand the nuances and specialities involved with software development and sales?

It'll be interesting to see how Rise Vision and ADP adapt to provide the service their customers need across a range of different industries. Whilst all digital signage is similar, the needs of different types of usage can differ.

Babycare Brands Employing OOH (& Seeing Results) 🍼

Source: Digiday

Quick Breakdown:

• Babycare brand Coterie have opted to diversify their marketing with the adoption of OOH

• The company aims to make use of OOH to help with building its brand and attracting the attention of both parents and children

• Earlier this year, Coterie dedicated around 30% of their brand marketing budget to a single OOH campaign

• Coterie has seen OOH success as both website traffic and the amount of user-generated content (UGC) increased

• Coterie isn't the only babycare brand taking this approach, quite a few US-based brands have launched OOH efforts since COVID restrictions have ended

Our Thoughts:

Whilst not exactly DOOH news, it's great to see more brands take advantage of OOH and see great, measurable results. It's likely that this will spill into the DOOH industry as marketers and advertisers get more comfortable with the platform and build more trust.

As COVID restrictions continue to ease and brands start looking at alternatives to online advertising, it makes sense that some of the budget falls into the OOH bucket, and as they get more comfortable and understand the platform more, we're sure to see bigger and more impressive campaigns.

DOOH Displays In The UK Targeted By Energy Activists ⚡️

Source: Sixteen:Nine

Quick Breakdown:

• Activists in the UK have started to show their disdain for digital signage, in part due to the rising cost of electricity and energy shortages

• UK artist & activist Darren Cullen has been providing stickers that other activists are sticking to digital advertising screens

• The stickers look like official energy efficiency rating stickers that look as if the government have issued them and highlights that DOOH screens consumer the same energy as 3 households in a year

• It's worth noting we've mentioned before that both Germany & Spain have started reducing DOOH usage due to energy concerns

Our Thoughts:

It's understandable why people who are passionate about the environment and who've been hard done by the rising cost of electricity aren't the biggest fans of digital signage. We're not saying that you should go and start a bit of vandalism on the side, but we can empathise with you.

This does bring up some good points about the industry and helps highlight companies who are trying to make a change, such as those who are deploying signage that makes use of solar, or those developing components that aren't huge energy suckers.

We all know that tough times breed innovation, we saw it during COVID, and we are likely to see it as the energy crisis in the UK and Europe continues.

Featured Creative 🎨 🌊 - Gold Waves By teamLab

The art team, teamLab have developed a 112-metre video wall along the Shanghai Lujiazui metro station. It features golden waves that are simulated in a computer-generated 3D space.

A project of this scale requires effort from a range of different professions/backgrounds including artists, programmers, engineers, CG animators, mathematicians and architects.

It's pretty impressive, not just the scale but the quality of the artwork is amazing. teamLab has created digital experiences (one of our favourite uses of DOOH) across Asia and even the US.

Check out the video of Gold Waves below.

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 👀