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- Content marketing to make a splash in DOOH, advertisers lining up around the block for QMS, the announcement of oOh! Outfront'23 and more in this week's issue of the DOOH Community
Content marketing to make a splash in DOOH, advertisers lining up around the block for QMS, the announcement of oOh! Outfront'23 and more in this week's issue of the DOOH Community
DOOH Community Issue #12
DOOH Community
September 26, 2022
DOOH Community is your weekly wrap-up of all things digital out-of-home, buckle up and let's get started!
This week will be a bit of a lighter news week as the DOOH Community team is based in Melbourne and had 2 public holidays!
This Weeks Top ANZ Stories 🥝 🦘
DOOH Content Insights From oOh! Media's Head of Content 🧑🎨
Source: Mi3
Quick Breakdown:
Raen Waghorn-Hughes, the Head of Content for oOh! Media wrote an article outlining the changes in content marketing, specifically how DOOH can be effective using more than just traditional ads
Due to the increasing cost of CPC's from platforms such as Meta and Google, along with audience fragmentation, it's becoming harder to reach and retain attention
Out-of-home is on of the only channels remaining that can reach large audiences, without ad blocks, bots, ad stacking and frequency capping
Effective content programs result in higher engagement, along with increased trust and value in the OOH channel
Marketers employing content programs increase the likelihood of messages being seen, which results in brands standing out and maximise there return on marketing spend
According to Ocean Outdoors research, OOH with tangible utility & relevant information results in five times more engagement
Content needs to be the right editorial fit, targeting the right audiences
The future of content marketing in OOH will include connecting live content directly with brands, things such as weather, news, share market updates and more accompanied by relevant brand messaging
"Audience fragmentation has spilled out of digital and into broadcast media – except out of home. Which is why brands are rethinking real-time content marketing at scale via digital billboards, says oOh! head of content Raen Waghorn-Hughes. News, AFL and Red Bull are making the early running, but there’s a major opportunity for marketers to insert themselves into the picture."
Our Thoughts:
Last week we noted that oOh! has been making a bit of a move towards encouraging and enabling content marketing via their DOOH channels. Content marketing isn't a new concept by any stretch of the imagination, but seeing brands apply it to DOOH is interesting, to say the least.
It's clearly the natural evolution of advertising channels, look at social media advertising, the most effective campaigns are generally those done by influencers who are creating content. Even B2B email marketing is a form of content marketing.
oOh! have an entire department commited to creative services, so it's no wonder that they're pushing the industry and advertisers in the direction of content marketing, and they're not the only media owners to do so (QMS' QUBE).
We're really excited to see how brands continue to leverage DOOH in a brand-building capacity via creative content marketing (3DOOH anyone?) and can't wait to see what brands product, it's the way of the future for all advertising after all.
Advertisers' Insatiable Lust For QMS' City of Sydney 🌭
Source: AdNews
Quick Breakdown:
QMS's City of Sydney network is in high demand, after only a month of being online
Product categories that have recently joined the list of launch partners include luxury retail, finance, entertainment, technology, travel, automotive, alcohol and hardware and home retail
Brands that have taken to the DOOH network for the first time include Airbnb, ANZ, Samsung, NT Tourism, Hyundai, Bunnings, CMC Markets, Coty Australia, Burberry, NBN and more
The QMS network allows advertising brands to reach a 26 square kilometre area that includes 33 suburbs and reaches 2.6 million aussies a week
QMS won a 10-year exclusivity agreement with a five-year extension option in 2020 and includes the addition of new and improved street furniture including bus shelters, kiosks, public toilets, seats and bins
“We are seeing smart activations being booked already across the network, such as Airbnb’s use of Consecutive Impact panels with a clever creative strategy. Launch partner Diageo dominated key panels and CBD locations around Sydney’s World Class Cocktail Festival, while fellow launch partner Optus capitalised on the immediacy the digital-led offering delivers by welcoming Ash Barty across the network as its ambassador moments after the media conference.”
Our Thoughts:
When we first covered the launch of QMS' City of Sydney network (which you can find here), we noted that over 400 of Australia's leading marketing, advertising and media executives attended their launch event. They clearly saw a lot of promise in the network, as QMS is backed up all the way to 2023 already.
One of the best things to see is a new network do well, brands see the value in DOOH and start spending on other networks so everyone wins! What's interesting is seeing such a diverse range of industries taking a stab at the network for the first time.
Congratulations to the team at QMS, the network has been in the works for 2 years and during a pandemic, so props to the team that worked so hard to get it up and running, seeing the results must make you feel great!
oOh! Outfront'23 🔭
Source: oOh! Media
Quick Breakdown:
oOh! Media have announced their first outfront event, oOh! Outfront'23, which will take place on October 27th
CEO Cathy O'Connor will share oOh!'s vision of a digital first OOH future, capturing audience attention at scale and driving better outcomes for brands
oOh! Outfront'23 will also feature updates on strategy, and detail how oOh! is positioned to help advertisers capture audience attention
There will also be announcements regarding growth areas such as retailer media, programmatic and 3D Anamorphic creative
Our Thoughts:
Events like these are always good, especially when they're online as it gives everyone a chance to see what's coming up in the near and long-term future. We can already deduce some of oOh!'s plans going forward just from the things that have been made public, but further insight is always helpful.
The thing we're most interested to hear about is everything in relation to content and 3D creatives. We're big believers in these tools as the next big thing for the DOOH industry, so to hear a big media owners thoughts will be intriguing.
This Week's Top Global Stories 🌎
Hivestack Launches In Brazil 🇧🇷
Source: Hivestack
Quick Breakdown:
Hivestack have continued expanding in the LATAM region with their Brazil operations now live
Brands, agencies, omni-channel DSPs and media owners can access Hivestack to plan, activate, measure, and drive revenue from programmatic DOOH campaigns in Brazil
Hivestack onboarded a range of Brazil-based media owners, including Clear Channel Brasil who have moved 100% of their DOOH inventory to Hivestack
Not only have Hivestack partnered with media owners, they've also partnered with Matterkind Brasil, a leading media buyer
The Brazilian OOH market is one of the largest, making up 30% of total OOH ad spend globally, and is projected to reach USD $160 million by 2023
“Matterkind Brazil's alliance with Hivestack means the opportunity to grow in one of the main markets in LATAM with innovation, competitive technology, business strategy, and allow us to continue evolving to deliver better results to our clients”
Our Thoughts:
Firstly, we just wanted to point out that we knew the LATAM market was big, but Brazil making up 30% of the global OOH ad spend is actually mind-blowing.
Anyway, seeing Hivestack continue its expansion yet again shows the trust and want brands have for programmatic DOOH options. It also reveals that no matter where you go in the world, media owners are thinking the same thing, programmatic is here to stay.
It's no surprise to see that one of Hivestack's biggest clients in Brazil is Clear Channel Brasil, as they've already garnered partnerships across the globe already.
Outfront Media Has No Plans To Slow Down 🐇
Source: Billboard Insider
Quick Breakdown:
Outfront Media's CEO Jeremy Male made some comments about Outfront Media and the OOH industry in general at the Goldman Sachs Communicopia conference
Outfront are not feeling the impact of a recession as much as those in other verticals, and is in fact closer to replicating pre-covid levels of business
Most industries that are advertising on OOH are up, the only two that are down are alcohol and insurance
Some of the newer categories entering the space are sports betting and cannabis (which is legal in some US states)
A couple of hundred screens are being transitioned to digital every year, these screens perform 4X on revenue
Our Thoughts:
It's reassuring to see that the OOH industry around the world is in a similar boat and seeing continued use and spending, especially when compared to other advertising channels.
With the comments from Jeremy Male, it's safe to say that Outfront Media has a bit of a protective shield from the current recession, and will be able to continue digitising their inventory and potentially growing their offerings.
Featured Creative 🎨🍺🏈 - "Here's To An Unbelievable Footy Finals" - Furphy
Furphy released a relevant creative ahead of the AFL grand final. The creative comes from the Thinkerbell agency and includes a Furphy bottle top in the shape of an AFL footy.
Furphy's creative was seen in DOOH, OOH, print and radio ads across Victoria to celebrate the finals this weekend.
It's a simple creative, but timely and effective, hence why we chose it for our creative of the week this 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 👀