DOOH Revenue on the up & up, drama with QMS' City of Sydney, environmentally friendly networks and much more!

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 🥝 🦘

• QMS Screens A Little TOO Big 🫠

• DOOH See's Strong Q3 📈

• Bathroom DOOH Ready To Grow 🚻

QMS Screens A Little TOO Big 🫠

Source: B&T, AdNews

Quick Breakdown:

• Sydney goers aren't as happy about the latest digital signage network from QMS as advertisers are

• Many pedestrians are finding some of the displays to be a bit too big and intrusive on the sidewalk

• There have been reports and posts on social media describing having to walk in a single file to just get past some of these screens

• Some of the installed screens are 86-inches

• The other issue that has been pointed out is that some Telstra phone boxes have also been installed near the signage, taking more space away from pedestrians and making viewing the screen harder

• Another issue to note is that a lot of the bus shelter screens have been installed in a way that makes it hard for the public to see if a bus is coming, especially so for those with mobility needs

Our Thoughts:

Well, just the other week we were talking about the success of QMS' City of Sydney network, at least from the perspective of advertisers and people in adtech, but what makes some happy, doesn't make everyone happy.

We'll be honest, at first, we didn't think the complaints held much value, but once we saw the picture featured above, we do have to agree with the public. Some of these signs are a bit excessive, and taking up that much of the footpath is a bit obnoxious QMS.

There is also the issue of people who use mobility aids not being able to see buses, accessibility should be front of mind when deploying signage in public locations.

Hopefully, now that these issues have been highlighted by the community, QMS steps up and makes the changes needed. We rely on the community for our industry, and we can't truthfully tell them we're making cities better if we're actively making them worse.

After the initial complaints began picking up steam on social media, the lord mayor of Sydney, Clover Moore responded:

• "We have worked to ensure compliant, accessible and positioned in accordance with the City’s Street Furniture placement guidelines. Adequate footpath access has been provided to ensure prams, mobility walkers and wheelchairs can continue to use the footpath."

• “The placement of all bus shelters, communications pylons, kiosks and automatic public toilets were subject to development application process, which included public consultation with a determination made by the independent Local Planning Panel."

• "I assure you we are listening and responding to your feedback regarding the furniture upgrades and I hope you understand the value of this contract to our work delivering a great place to live, visit and work.”

DOOH See's Strong Q3 📈

Source: OMA, StopPress

Quick Breakdown:

• OMA have released Q3 revenue reports for the OOH industry in Australia

• Media revenue has grown 43.7% to $244.6 million

• DOOH accounts for 62.5% of media revenue year-to-date (up 57.6% on last year)

• Q3 is almost on par with pre-pandemic levels of revenue and continued growth is in line with recovery projections

• OMA credit this success to the launch of new research and tools into the market, in particular, Neuro Impact Factor (NIF)

• New Zealand ad market has increased 10.3% in ad spend - a record August total

• Similar to the Australian market, there is no sign of slowing down due to external economic factors

• OOH media increased 16.9% in New Zealand

Our Thoughts:

We're not too surprised to see how well DOOH has bounced back, especially when we're only comparing to pandemic levels. The future does look a little shaky due to macroeconomic factors, but the industry itself should continue on its current course.

New tools and measurement are key growth areas for the DOOH industry, especially as more brands look to replace their existing digital marketing spend with more reliable channels (goodbye third-party cookies). As these tools and standards become more accessible and understood, the DOOH industry will continue seeing record breaking growth!

Bathroom DOOH Ready To Grow 🚻

Source: B&T

Quick Breakdown:

• Living Image Media who created the DOOH Smart Mirror have expanded their network to include Melbourne Central

• The Smart Mirror enables brands to reach audiences at close points of purchase as they're strategically installed in bathrooms and change rooms

• Living Image Media are able to capture and target highly specific demographics due to the installation locations - minimising ad wastage

• Currently, Living Image Media's network covers shopping centres across Victoria, New South Wales, Queensland, and the ACT

• They're on track to expand to 13 more shopping centres before the end of 2022

Our Thoughts:

Living Image Media's network and approach is super niche and highly targetted, but makes a lot of sense. Due to the location of the signage, and proximity to point of purchase, it's a great network with a tonne of potential for expansion and growth.

Hopefully we get to see some of these in person soon and can evaluate the quality of the hardware and content. We're gonna be following Living Image Media closely as they continue to grow and make waves (we'll keep you updated on their happenings too).

This Week's Top Global Stories 🌎

• US Ad Sales Headed To The Moon 🚀

• CEO of Place Exchange - Programmatic & Measurement Thoughts 💭

• Adkom Launches 100% Carbon Neutral Signage 🌳

• NHL Revamps Digital Signage 🏒

US Ad Sales Headed To The Moon 🚀

Source: Adweek

Quick Breakdown:

• The entire US ad market is set to reach over $300 billion (for the first time ever) according to Magna's forecast

• US media owner advertising revenue grew 11% year-over-year to $151 billion in H1-22

• Strong political advertising will lessen the impact of weaker economic half

• Revenue is expected to be 9.8% higher than 2021, 8.1% of which is non-cyclical and non-olicitcal

• OOH was the fastest growing ad format, over 30% year on year growth

• One of the organic growth factors of the advertising industry include programmatic digital out-of-home

• For 2023, OOH advertising is expected to rise 8%

Our Thoughts:

It looks like the ANZ market is tracking the same way as the US market, with continued growth compared to last year and the D/OOH industry taking a decent slice of the advertising pie.

It's also forecasted that D/OOH will continue to rise into next year, even with unfavourable economic conditions.

CEO of Place Exchange - Programmatic & Measurement Thoughts 💭

Source: Billboard Insider

Quick Breakdown:

Ari Buchalter, CEO of Place Exchange was interviewed by Billboard Insider and asked about the future of programmatic DOOH, along with how Place Exchange's PerView product would help with DOOH measurement. The following key points from the interview have been reproduced below:

• Programmatic advertising will do well during recessions due to three key features:

  • Simplifying workflows for planning, activation and management

  • Flexibility to make changes when and where they're needed and allows scaling of campaigns as needed

  • Deterministic measurement allows buyers to understand the ROI of their campaigns

• Place Exchange's PerView is an OOH impression measurement tool that provides data on reach, frequency and impression measurement

• PerView is available for both programmatic campaigns and direct sell campaigns, along with static and digital OOH

• The PerView product provides both aggregated data and specific audience data

Our Thoughts:

Ari Buchalter made quite a few points in regards to programmatic that we agree with, especially his three around the value of programmatic DOOH in a recession. Hopefully this sentiment is echoed by advertisers as they continue planning and spending their marketing budgets for the foreseeable future.

The other interesting thing to read about is the PerView product that measures OOH. PerView appears to be capable of tracking industry-standard metrics, giving advertisers more confidence in the platform, which is always a good thing!

Adkom Launches 100% Carbon Neutral Signage 🌳

Source: Adkom

Quick Breakdown:

• Adkom has recently launched its latest digital signage kiosk which is 100% carbon-neutral and powered entirely by solar power

• These new signs are in permanent locations and use 40% of their inventory for municipal partner communications such as PSAs, transit and weather updates

• The remaining 60% of inventory is available for purchase by advertisers

• These kiosks use e-ink technology, providing high contrast and allowing visibility at any time of day

• Adkom also offers a wrapping service for the kiosks to provide brands with further advertising opportunities

• As part of their carbon neutral stance, Adkom offers brands the chance to join the 5% challenge, brands that allocate 5% of their OOH budget reduce their CO2 emissions by one ton for each 4 week campaign

Our Thoughts:

Adkom's latest digital signage kiosks look pretty cool from a design perspective, not to mention that they're carbon neutral and solar-powered. The fact that brands can have the kiosk wrap changed as well as what is displayed on the screen is a pretty cool feature not a lot of media owners offer.

Hopefully we'll get to see these kiosks deployed in the ANZ market, they've proven to be successful advertising platforms for brands, whilst the design fits well in our cities. Not only are the kiosks well designed and environmentally friendly, but Adkom offers a way for their clients to reduce CO2 emissions and help the planet.

NHL Revamps Digital Signage 🏒

Source: NHL

Quick Breakdown:

• The NHL has announced it's launching its Digitally Enhanced Dasherboards (DED), a way to dynamically serve dasherboard ads for the 2022-2023 season

• DED enables the NHL to to digitally replace camera-visible arena dasherboards

• The DED technology makes use of AI to overlay dynamic advertising on dasherboards whilst the game is in progress

• These advertisements will be different depending on which feed the viewer is watching, a previously unachievable feat

• This DED solution will enable messaging featuring URLS, flighted marketing campaigns, co-branded official designations, social media integration, QR codes and more

• NHL partnered with Supponor to deploy this technology, and Supponor will manage the League’s Slot Virtual advertising beginning this season and has developed an NHL Content Management System

NHL and Supponor's partnership is a cool project for the advertising industry as a whole. Obviously the project isn't fully DOOH related, but the way that they've solved this issue is pretty impressive nonetheless.

The DED technology could be implemented at a range of sports fields and is a great way to combine multiple pieces of adtech. Being able to sell the same slot to multiple brands and reaching more accurate audiences is always great - people appreciate getting ads for things they're interested in after all.

We're excited to see how the DED project goes long-term, and to see what sports pick it up next.

Featured Creative 🎨⚡️ - Crunchyroll's Supercharged Billboards

While we may be a bit biased towards Crunchyroll as anime fans here at the DOOH Community, you can't argue that this creative isn't eye-catching.

Crunchyroll launched this campaign earlier last week as the latest anime season has just kicked off, with some of the most anticipated series of the year starting/returning.

The creative itself is super on-brand for Crunchyroll and makes great use of the brand's bright orange colour and eye-popping blue font. The messaging is also super concise with a simple call to action, watch the latest anime on Crunchyroll.

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

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