Thorndyke's media quality report, oOh! partnering with the AFL, DOOH in gaming and more in this week's issue of the DOOH Community!

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 🥝 🦘

• oOh! Media Partners With the AFL 🏉

• LUMO Picks Hivestack For Yield Management 🐝

• 3D DOOH On The Rise For QMS 📈

• Thorndyke 2022 Media Quality Report 📊

oOh! Media Partners With the AFL 🏉

Source: oOh! Media

Quick Breakdown:

• oOh! Media and the AFL have signed an exclusive OOH content partnership deal for the length of the finals series

• oOh! will broadcast live scores, results, pictures, articles and video highlights from the series

• Advertising partners will be integrated into the dynamic content

• The content will run across all of Ooh!'s Retail, Street Furniture, Rail, Office, Billboard, Cafe, Study and Venue digital networks

• oOh! plans to broadcast live scores and final results across the networks as they happen via their new proprietary platform

Our Thoughts:

The team at oOh! Media are really going all in on their content and creative contracts and we can't wait to see how this plays out long-term. It's a pretty well-known fact that there is a lot of unsold inventory across networks, so if creating content-specific contracts can fill that void and create a new market, let's do it!

This marks oOh!'s second content contract in just as many months, with News Corp being the first. It's clear that oOh! has some sort of strategy with this shift in focus towards content, and we can't wait to see what's next in store.

LUMO Picks Hivestack For Yield Management 🐝

Source: Campaign Brief

Quick Breakdown:

• LUMO Outdoor, the New Zealand-based digital roadside billboard provider has announced an integration with Hivestack

• This integration will help lead New Zealand into the era of programmatic DOOH

• Hivestack's Yield Manager will act as a mediator between the SSP and DSP, mimicking online header bidding

• This partnership enables LUMO to offer inventory across a range of SSPs at once

• Hivestack's Yield Manager integration conducts a unified auctions that allows each SSP to compete on price simultaneously

• The benefit for buyers is the fairer access to inventory and being able to see all ad opportunities, providing the best chance at reaching audiences

Our Thoughts:

You already know we're going to harp on about how important programmatic is for the industry, so we won't go there. What is impressive is seeing something like header bidding enter the NZ DOOH market.

Giving advertisers equal access to inventory via Hivestack's Yield Management platform is an awesome leap forward and hopefully, other media owners start to follow suite.

It's clear that LUMO is striving to create a better ecosystem for advertisers, they're an innovator and mould breaker. We love seeing the system that they're creating and trying to standardise across the industry.

3D DOOH On The Rise For QMS 📈

Source: Mumbrella

Quick Breakdown:

• QMS has reported high demand for it's 3D DOOH product, "3DOOH", which launched in March earlier this year

• 3DOOH has become one of the most sought-after and successful DOOH

• There have been 3DOOH campaigns for Gillette, Micheal Hill, ANZ and AAMI, with more lined up

• QMS was the first to the Australian market with a 3D DOOH offering, beating out oOh! Media

• With multiple sites and executions available, QMS has a lead in the 3D market here in Australia

• QMS also offers a full-service creative offering (QUBE) for marketers and agencies interested in making use of the 3D platform

Our Thoughts:

The innovation we've seen in the DOOH industry since the pandemic has actually been pretty impressive. To some, it would have seemed like the DOOH industry was beginning to stagnate and slow down when in reality it has gone the complete opposite direction.

One of the reasons for this is things like 3D creatives becoming accessible and seeing the success that has come of QMS' 3D network is great for the industry. Hopefully we see more of these 3D screens pop up and more brands getting involved.

Thorndyke 2022 Media Quality Report 📊

Source: Thorndyke

Quick Breakdown:

• Thorndyke, the Australian based DOOH verification platform have released their Media Quality Report for DOOH H1 2022

• This report analysed the media quality and insights across the ANZ DOOH market and is the second of these reports from Thorndyke

• During this period of time, the Share of Time (SOT) metric was introduced, and has been adopted widely by media owners and agencies

• Key Findings:

  • Media owners collectively delivered more that 3800 additional hours to meet the new Share of Time metric

  • 39% of impressions are off-plan (outside planned day, time, location, screen..)

  • 44% of off-plan impressions are outside of illumination hours e.g. 2am in a shopping mall

  • 31% of off-plan impressions are on screens that were not booked

Our Thoughts:

This is the second report from Thorndyke and reveals that a lot of screen inventory is still available as over 30% of impressions are off-plan.

Having such a transparent report like this from Thorndyke really shows how much extra inventory is available. Thorndyke are trying to help the industry grow by removing the red tape that surrounds advertising and DOOH.

Thorndyke has likely upset media owners by revealing this data, but it provides an opportunity for advertisers to renegotiate their rates (they know there is plenty of inventory supply). It also encourages media owners to think about additional content that could be shown, such as news, weather and community events.

This Week's Top Global Stories 🌎

• Gymshark X Valkyrae Launch In Times Square 🦈

• DOOH In Roblox 🎮

• Removing DOOH From Traditional OOH Planning ✍️

Gymshark X Valkyrae Launch In Times Square 🦈

Source: First Sportz

Quick Breakdown:

• Valkyrae, co-owner of 100 Thieves, winner of Best Livestreamer award, Forbes 30 under 30 and online influencer teamed up with Gymshark, the British sports apparel brand to announce her new role as global ambassador in Times Square

• The announcement was shared on a huge digital out-of-home display in Times Square

• A digital billboard first featured a teaser for the event using Valkyrae's Twitter bio: "come say hihihiihihiiihi”

• On the day of the announcement going live, Valkyrae was at Times Square and saw the unveiling

Our Thoughts:

We love to see DOOH used in a way that generates buzz and gets people talking about the platform. Campaigns like this show that DOOH can easily reach the masses and be an incredibly effective advertising platform.

Digital billboards are huge for both the fashion and gaming industries, especially with the impact influencers can have by creating their own content around the billboard to drive more awareness. Hopefully we see more advertisers focus on brand building via DOOH in the near future!

The DOOH Community are also pretty big gamers (and fans of the 100T brand) so we're pretty excited to be able to cover this.

DOOH In Roblox 🎮

Source: AdWeek

Quick Breakdown:

• Roblox, the video game/metaverse that has over 50 million daily players is introducing digital signage advertising

• The rollout will begin in the coming months, with a full launch, including a self-serve system, to be available next year

• Roblox haven't shared any details regarding impressions and other metrics, but have said they plan to continually work on these

• Due to the nature of the Roblox game, Roblox will share revenue with developers of the games and experiences that they appear in

• This is Roblox's first time offering developers a way to generate additional income at scale

• The ad platform architects are ensuring that the digital displays blend seamlessly into the worlds they are in

• One of the main points that Roblox want's to stress is that the ad platform will act as a walled garden, and users will never be taken out of the world they are in

• Things like tracking and data gathering will also be avoided, whilst ads are only shown to users who are over the age of 13, which is around half the player base

Our Thoughts:

Gaming is a huge market for advertisers, especially as the biggest entertainment media. Roblox makes up no small part of that so it's only natural to see advertising channels start to appear.

It makes the most sense for advertising to take the form of digital billboards that imitate real life, and has already been done in an unofficial capacity. It's likely a similar feature will be available across other metaverse environments, such as Zuckerberg's Metaverse.

We're also pretty interested to see how Roblox implements tracking and metric gathering, along with their advertising pricing method.

Removing DOOH From Traditional OOH Planning ✍️

Source: DPAA Global

Quick Breakdown:

• The DPAA released a study that revealed the following

• Digital out-of-home is carving out its place in the omnichannel marketing mix

• Whilst there were disruptions due to the pandemic, 2022 has seen DOOH gain momentum and become a mainstream channel within media planning

• 89% of advertisers say DOOH has been taken out of traditional OOH media planning silos to enable integrated cross-channel buys

• 84% of omni-digital advertisers plan to recommend DOOH in their media plans in the next year

• 88% of omni-digital decision-makers reported knowledge of the channel has increased in the past 12 months

• For 76% of advertisers, DOOH is an important part of omni-channel video advertising

• Top three factors driving DOOH ad growth included:

  • Marketing mix models showing positive impact of DOOH on business outcomes (54%)

  • Attribution of in-store traffic, consumer media behaviour and purchase (52%)

  • Mobile data to track consumer locations before and after to DOOH screens (43%)

• These initial results were shared on stage at the DPAA Canada Summit by Barry Frey, President & CEO of DPAA and Brandon Kirk, VP Client Solutions for Rogers Sports & Media.

Our Thoughts:

The DPAA study and results show what a lot of marketers and people in the industry have been seeing and saying, including us! Brands are shifting towards DOOH, and once they're comfortable they're carving out more of their digital budget to put towards it.

It's obviously important to note that this study only shows what's happening in Canada, but Australia and New Zealand are responsive markets and will likely follow the same trends.

Featured Creative 🎨🍬 - Candy Crush 10th Anniversary

This year marks the 10th anniversary of one of the most popular (and profitable) video games that everyone has heard of, Candy Crush. Everyone from you and me to our parents and even grandparents loves a good Candy Crush sesh.

It's no surprise then for the 10th anniversary of the release of the game that the brand has gone big on celebrations. Taking to not only huge digital billboards but also traditional OOH and other platforms with creatives that have us making moves in our heads.

Not only did the developers of Candy Crush, King use in-game assets, they also used real-life objects. These objects were coloured and placed in a way that everyone would instantly recognise as a colour-matching challenge and start arranging the board in their heads. This is why Candy Crush is this week's creative of the week!

Meme of The Week

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 👀