- DOOH Community
- Posts
- JCDecaux shows the proof's in the pudding, contracts contracts contracts, and a goodbye to an industry great
JCDecaux shows the proof's in the pudding, contracts contracts contracts, and a goodbye to an industry great
DOOH Community Issue #13
DOOH Community
October 03, 2022
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 🥝 🦘
JCDecaux Puts Its Money Where Its Mouth Is 💸
Source: AdNews
Quick Breakdown:
JCDecaux needed to fill some roles and increase it's head count, to do so, they took to their own DOOH assets
The recruitment campaign started in May of this year and was dubbed, "Join the Changemakers", it also doubled the average number of candidate applications
Not only did JCDecaux believe in the power of DOOH to improve application numbers, they also understand their channels use as a way to get their brand out there
To measure the success of the campaign, JCDecaux deployed a careers microsite, which saw an increase in both traffic and applications
Between May 2nd and June 24th, the microsite had over 5084 visitors, these visitors also became applicants
Candidate applications increasing by 132% in May and 21 roles where filled that same month
One of the focuses of the campaign was to show that there are more than just media sales roles that needed filling at the company
JCDecaux also noted that the people photographed and used in the campaign are actual staff members, and features them being distorted to really turn viewers' heads
"This campaign and microsite gave candidates a better understanding of the JCDecaux brand, our EVP, our people, and our current vacancies. The campaign clearly demonstrates what we already know – the power of out-of-home.”
Our Thoughts:
There is nothing better than being able to say "I told you so", and whilst it's unlikely that JCDecaux will go out and actually say that, they could if they wanted to. They've shown within a month that they're able to boost trackable and relevant metrics with their own advertising channel.
Brands should see this as a successful case study, just imagine if it was advertising material for a product or event. People are clearly not only noticing DOOH but taking actionable steps to find out more.
oOh! Media Scores Adelaide Contract 🥅
Source: oOh! Media
Quick Breakdown:
oOh! Media have won the City of Adelaide street furniture and advertising contract to deliver new dynamic digital communications screens and information
Included in the contract are 108 bus shelters and 20 digital screens across Adelaide
oOh! will also be working to significantly digitise the precinct via converting exisiting assets and adding new digital screens
These new screens will be accessible by the local council, providing them with the ability to connect with the community with weather updates, community alerts and charity and lifestyle content, advertisers will also be able to access the signage
By expanding the street furniture network, oOh! will be able to deliver 100% weekly reach in the City of Adelaide, lifting it's total network reach to 97% (of the Adelaide market)
“For almost three decades we have worked in partnership with the City of Adelaide to ensure critical street furniture infrastructure is cleaned and maintained to make its public spaces better for the benefit of all. We welcome the opportunity to continue this productive relationship for many years to come."
Our Thoughts:
oOh! Media are on a mission to be in every CBD they can get their hand on, recently winning a similar contract in Perth. It's great to see that not only is oOh! adding new screens to their network, but they're digitising existing OOH displays.
It's a pretty impressive feat to be able to say that you reach 97% of the market, and it'll be interesting to see how this impacts buyers. Hopefully we see a couple of unique displays as part of this rollout.
New Contract Up For Grabs - Sydney Metro City and Southwest 🚈
Source: Mumbrella
Quick Breakdown:
Transport for NSW has put out the OOH contract for the new Sydney Metro City and Southwest metro expansion
This project includes 18 stations and will be completed in 2024, with the contract being for 7 years with an option to extend for an extra three
Three of the major OOH providers, oOh! Media, QMS & JCDecaux are all believed to be competing for the contract
The project will be split into three different "packages", Package A (Stations Advertising), Package B (Rolling Stock Advertising) and Package C (Combined Package A & B)
JCDecaux last year won the Sydney Trains contract, which covers exisiting stations and platforms for the next 10 years
“Sydney Metro is seeking to engage a suitably qualified Out-of-Home advertising supplier that will install advertising assets, operate and maintain the assets and manage third party advertising content to generate revenue within Sydney Metro’s City and Southwest line.”
Our Thoughts:
It will be interesting to see who comes out on top of this contract, as the big three have had similar contracts in the past. It's also a bit weird that this wasn't included in JCDecaux's earlier contract, but will likely be merged as they both will end at the same time.
It will be exciting to see not only who wins the contract, but also what screens they put in and how they will sell the advertising inventory.
Charmaine Moldrich Steps Down As CEO of OMA & MOVE 👩💼
Source: OMA
Quick Breakdown:
Charmaine Moldrich has announced that as of June 2023 she will no longer be involved in the OOH industry, leaving her role as the CEO of OMA & MOVE
She's been in the role for over 10 years and was a major part of bringing the MOVE platform to life
The MOVE platform enabled industry-wide accurate OOH audience measurement, which was an Australian first
MOVE 2.0 is in active development and is currently scheduled to release under the new CEO in 2024
Charmaine bought over 30 years of experience to her role as CEO, working in media, arts, higher education and the government as a marketer
Earlier this year Charmaine was awarded the World Out of Home Organisation's Leadership Award in recognition of her contributions to the OOH industry
“Out of Home (OOH) has become so much a part of my life and I’m extremely proud of what we’ve accomplished in that time – particularly how we’ve seized the opportunities of digital OOH and developed tools to help advertisers, buyers, and planners understand the effectiveness of the channel. While there’s much more to do, I know it is the right time to step away and create space for new energy and ideas, to shepherd the industry into the next phase.”
Our Thoughts:
As the CEO of the OMA and MOVE, Charmain has seen a lot of good things happen within our industry and had a hand in making them possible. The most obvious example is MOVE, creating an industry-wide measurement system.
Enjoy your 6-month break Charmain, and good luck with whatever you choose to do next!
This Week's Top Global Stories 🌎
The World Out of Home Organisation APAC Forum Update 🤝
Source: Digital Signage Pulse
Quick Breakdown:
The World Out of Home Organisation's APAC Forum, which is happening in Kuala Lumpur between October 11th and 13th has revealed it's speak lineup
The focus of the event will be on the capabilities of OOH in the APAC region and pinpoint key areas for the channel to grow
APAC has been leading the industry since the pandemic and has notably higher levels of smartphone ownership which provides a potential area of expansion for DOOH
Another key focus will be on the innovations within the industry, such as 3D effects and sophisticated data capabilites
Some of the topics of discussion at the event will be audience metrics, DOOH innovations, programmatic DOOH, creative technology as well as issue that are critical in driving DOOH forward
Speakers:
Cathy O'Connor
Sam Balsara
Charles Parry-Okeden
Nigel Clarkson
Haruki Fuji
Charmain Moldrich
Our Thoughts:
This event has a huge lineup of speakers from not just the ANZ region, but all of APAC. It's always good to hear what is working and what isn't working around the world, as the industry has been going through such a rapid change in recent years.
The topics of discussion are some of our favourite DOOH topics (programmatic and 3D DOOH), so we can't wait to see what news and insights come out, especially as the APAC region are known for pushing technological limits.
VIOOH x JCDecaux Launch Programmatic For Newsstands 🗞
Source: VIOOH
Quick Breakdown:
VIOOH and JCDecaux have partnered to launch their market-first programmatic DOOH offering for newsstands across New York
Advertisers can now serve DOOH ads programmatically on newsstands which are defined as "a group of synchronized screens of different sizes"
This is a first as it allows media owners to sell inventory across different sized screens as one viewable area
JCDecaux's newsstands network includes 57 locations, including Midtown, Upper West Side, Upper East Side, Lower Manhattan and the Financial District
Newsstands are the largest size street-level advertising displays in NYC
“This new offering enables advertisers to have more flexibility with their pDOOH creatives. By combining VIOOH’s programmatic DOOH capabilities with JCDecaux’s premium and strategically placed newsstands, brands can take advantage of the precision targeting and measurability of programmatic with the effectiveness of high-impact and multi-screen OOH inventory,”
Our Thoughts:
It's a show of the times to see so many traditional OOH locations not only be digitised but now offering the inventory as a programmatic buy. JCDecaux and VIDOOH have unlocked yet another network for advertisers and it'll be interesting to see how brands take advantage of multiple screens as one piece of inventory.
Featured Creative 🎨🍗 - Other Brands Snacking on Jollibee's Tasty Chicken
Jollibee has launched their latest restaurant in Times Square and as part of the opening ran a DOOH campaign. This DOOH campaign was a little bit different, other brands on surrounding billboards noticed Jollibee's fried chicken and had a bit of a snack.
We love how Jollibee created artificial brands that look like what you would normally see in Times Square. It's a really creative approach and is bound to make people talk and even pop their heads into the restaurant which is conveniently just across the road.
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 👀