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- Cartology <> Shopper acquisition is official, JCDecaux NZ continues sustainability push, Vistar & Place Exchange sign off on mediation, and tonnes more!
Cartology <> Shopper acquisition is official, JCDecaux NZ continues sustainability push, Vistar & Place Exchange sign off on mediation, and tonnes more!
DOOH Community Issue #15
DOOH Community
October 17, 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 🥝 🦘
Cartology's Shopper Acquisition Is Official 🛍
Source: Mumbrella
Quick Breakdown:
The ACCC has approved Cartology's acquisition of Shopper (for $150 million)
Currently, both Cartology and Shopper teams will continue functioning as usual
The next steps are to work on integrating the Shopper team, workflow and products into Cartology's business
Shopper currently has over 2000 screens on their network across 400 shopping centres in Australia
"This is a significant step in the next stage of our growth, as we continue to reinvent how brands connect to customers along the customer journey.”
Our Thoughts:
It finally happened, the day has finally come, Shopper has now officially been acquired by Woolworths Cartology, changing the retailer media landscape. This has sort of been one of the biggest news stories to happen in the adtech ANZ world this year, it's a huge deal.
Cartology has previously said that there are no immediate plans to restructure the Shopper team or change their workflows, but this will likely change as the companies become more intertwined.
We're interested to see how the non-retail-focused screens are impacted and how Cartology will change the management and sales methods of those networks.
Long term, it'll be great to see how experienced DOOH professionals integrate with retailers in a long-term beneficial capacity, and see how they optimise their networks to generate further revenue and launch interesting campaigns.
The Media Shop Ignites Growth With Broadsign Partnership 🔥
Source: B&T
Quick Breakdown:
The Media Shop has partnered with Broadsign to streamline ad sales and content management across their expanding network, including their IGNITE network
The IGNITE network includes over 500 screens at Coles Express stores
Already major brands have used the IGNITE network for their campaigns, such as Bunnings & Officeworks
Broadsign is committed to providing The Media Shop with flexibility, scalability and programmatic capabilities
“Our work together allows TMS to quickly build a sizable digital out-of-home network in a scalable, secure, and simple manner. Their team can now easily plan, propose and deliver campaigns and manage their network with greater ease, and we look forward to building upon this work in our continued partnership with The Media Shop and Coles Express.”
Our Thoughts:
The Media Shop is a large media owner here in Australia, so it's not a massive surprise that they've decided to go with Broadsign as their CMS platform. Their IGNITE network is still expanding, as is the rest of their network. Having access to Broadsign will hopefully make their adops teams' job a little bit easier.
Broadsign also provides a programmatic option for media owners such as The Media Shop to opt in to, and with such a large network that operates 24/7, this was likely a large consideration.
The IGNITE network is a big project that has been in the work for a little while now, and will likely continue as new Coles Express open up. Hopefully there is some data released that can compare regional to suburban to inner city sites, as that would be an interesting breakdown to analyse.
JCDecaux New Zealand Embraces Sustainability ♻️
Source: DailyDOOH
Quick Breakdown:
JCDecaux New Zealand have launched their new sustainability footers, letting audiences know that advertisers have made a sustainable choice
The sustainable footers showcase "The sustainable choice" along the bottom of digital billboards
The first company to make use of these footers is No Ugly, who have a strong sustainability focus and are working towards being B Corp certified
JCDecaux originally launched their Future Banner in 2020, a billboard skin that is PVC free (and exclusive to JCDecaux)
The sustainability footers that have recently been released are available in 3 formats and do not compete with creative saliency
JCDecaux New Zealand received its carbon zero certification earlier this year and is the only RE100 OOH Business in New Zealand
Our Thoughts:
Sustainability and energy consumption have become large parts of discussion within the DOOH industry, more so overseas than here in the ANZ region, but it's only a matter of time. Both advertisers and the general public are beginning to understand just how much power some digital screens consumer, and some aren't happy with it.
JCDecaux has been proactive in this regard with their sustainability practices such as the above footers. It was a smart choice for JCDecaux to launch these footers in New Zealand with an advertiser who is environmentally conscious and focused.
It's likely only a matter of time before there is more pressure from the public to have more sustainable and "green" digital signage solutions.
This Week's Top Global Stories 🌎
Vistar & Place Exchange Link Up 🔗
Source: Vistar Media
Quick Breakdown:
Vistar Media & Place Exchange will now support each other's mediation solutions - enabling unified programmatic auctions for media owners
The variety and number of programmatic DOOH offerings can create complexity and misunderstanding
Mediation across platforms allows DOOH networks to access a larger range of SSP's by putting the winning bids from multiple sources against each other for a final bid winner
By providing this solution, media owners can maximise their yield on programmatically-sold inventory
Mediation also simplifies the process for media owners, as they no longer have to support multiple integrations
Both Place exchange and Vistar are committed to delivering solutions that will drive the OOH industry forward and are supporting the development of industry-wide standardisation and adoption
“With continued triple-digit growth in programmatic OOH ad spend driven by an increasingly varied mix of demand sources, the ability for our publishers to maximize yield and reduce complexity is paramount”
Our Thoughts:
We've said it before, and we'll say it again, a rising tide lifts all ships, which is true for the programmatic side of DOOH. With Vistar and Place Exchange supporting each other's mediation solutions, media owners will have an easier time enabling programmatic.
One of the biggest hurdles for media owners has been supporting so many different programmatic partners, and as more of them agree on standardisations or at the very least mediation solutions, the programmatic side of DOOH will continue to grow.
Ocean Outdoor Launch DOOH In The Metaverse 🌊
Source: Little Black Book
Quick Breakdown:
Ocean Outdoor have launched a world first cross-platform campaign across both the Somnium Space metaverse and it's physical assets
The chosen brand partner for this first is Argos, who are using the space as part of their strategy to improve brand awareness
Ocean Outdoor have worked with LandVault (formerly Admix) to run 45 digital billboards in the Somnium Space metaverse
Within the Somnium Space metaverse, the locations that Ocean have chosen are high traffic, such as the conference centre, a disco club, and gaming zones
These areas account more than 60% of traffic with players having 2-3 hours of dwell time in some locations
Ocean Outdoor's deployed billboards are natively integrated and synchronise with the physical DOOH assets
This is creating an opportunity for metaverse creators, who previously have only had access to NFTs as a way to generate sales/revenue
“The launch of Ocean’s metaverse network provides brands with the opportunity to create dual-world campaigns, providing access to young tech-savvy early adopters across our DOOH real-world network and in the virtual realm. For brands we are creating an easy access point into the metaverse where they can test and learn without having to invest in purchasing land.”
Our Thoughts:
We've had internal discussions and explored the idea of DOOH in the metaverse, it's such a cool concept and is very much likely to take up a much bigger part of the space than people currently realise.
Ocean Outdoor did make their announcement into this space quite a few months ago, and it's exciting to see what they've been working on all this time. Without a doubt, they're early to the space and the way it operates is more than likely going to change. But without people taking a risk and being first, we'll never know what could be.
The particular campaign that is launching is a bit of an odd choice, it would have made a bit more sense to go with a more web-focused product, but as Ocean are mirroring both the real-life billboard and metaverse billboard, it does make a bit of sense.
We're hopefully that metaverse DOOH will continue to grow, and hope to see more brands take the plunge in the future. Who knows, next might be Metaverse Digital Out-Of-Home, MDOOH.
StackAdapt Supporting DOOH Via Vistar Media 🤝
Source: Business Wire
Quick Breakdown:
StackAdapt now offers programmatic inventory via Vistar Media
This bolsters StackAdapt's offerings to include DOOH inventory
StackAdapt is a self-serve programmatic advertising data-driven platform that allows users to plan, execute and drive performance across all devices, inventory and publishing partners
The StackAdapt and Vistar Media partnership enables StackAdapt to provide scalability and a future-proofed solution
By leveraging DOOH, StackAdapt clients can use a new channel to target users
StackAdapt will also be able to deliver the following to clients:
Increased brand awareness and user reach with a new format
Additional inventory that helps form a holistic approach for a client’s digital marketing plan
Private marketplace capabilities with priority access to high-demand inventory
New user reach that may not be as digitally active compared to other demographics
“Reaching users at scale at specific geo-locations will provide a more holistic offering for our clients to pair with our platform’s leading digital solutions. We are always aiming to cater to our clients’ needs with a robust multi-channel offering at global scale.”
Our Thoughts:
StackAdapt joining forces with Vistar is a great move not just for them, but for the industry. It opens the door of programmatic DOOH to marketers who may not have otherwise been able to experience the platform.
We all know the value of DOOH, but being able to reach a group of marketers and advertisers who have previously written it off really opens the door for StackAdapt and Vistar.
It's also worth mentioning that advertisers will be able to build multi-channel campaigns more easily and deploy even more engaging and unique creative content.
VIOOH Releases Programmatic DOOH 2022 – State of the Nation Report 📝
Source: VIOOH
Quick Breakdown:
VIOOH have released their annual programmatic DOOH research paper
Programmatic DOOH's future looks to be taking investment from entirely new advertising budgets and being moved from exisiting budgets
Media buyers value the precision, efficiency and effectiveness of programmatic DOOH
VIOOH's report combines interviews with industry professionals along with data from 1000 executives across Australia, the UK, US, France and Germany
The report identified that the pandemic proved the value of programmatic DOOH's agility and that many advertisers are continuing to make use of it
Planning/buying programmatic DOOH is taking place alongside other programmatic activities, showing that the market wants multi-channel campaign strategies and tools
Building on multi-channel support, many executives would like to see more measurement and information around programmatic DOOH in the context of multi-channel campaigns
4 Key Findings:
Appetite and demand for buying DOOH programmatically has increased over the last few years
There is significant growth coming from new budgets and other digital and traditional channels
Programmatic DOOH delivers a range of benefits for advertisers
Demand for programmatic DOOH is expected to continue to grow
“As highlighted in this year’s State of the Nation report findings, we are seeing an increase in media spend coming from new budgets or being moved from other traditional and digital channels. Coupled with a widening responsibility for its planning and buying, it’s clear that as markets mature, buyers are keen to fit programmatic DOOH within multi-channel campaign strategies. For the channel’s full potential to be unlocked, the report also shows a desire for increasing sophistication in data and targeting, and a robust ROI and measurement solution – as the ability to measure DOOH’s impact within multi-channel campaigns is likely to become a key factor in the growth of programmatic DOOH.”
Our Thoughts:
We could have included this story in the ANZ section as there were individual breakdowns for our region, but we decided that looking at the DOOH industry as a whole could be more beneficial.
In particular, we've already seen the adoption of programmatic rising due to the increase in measurability. VIOOH's report does reveal that programmatic is being picked up as a way to connect DOOH with other channels and create multi-channel campaigns.
The four key findings listed above are something we've all noticed, but having numerical data in the form of a report is a reassuring sign for the industry, and shows that we're headed in the right direction.
Featured Creative 🎨🏎 - BMW Anamorphic Electric Vehicles
BMW has taken to digital signage with the launch of its latest campaign, featuring two unique anamorphic 3D creatives. This campaign is viewable in New York City's Times Square and features their latest luxury electric vehicles.
The first creative (seen above) features the new BMW XM and showcases its ability to tackle not only suburban streets but also rougher terrain. The other creative (seen below) showcases the BMW Elektro throughout the years and features a partnership with the fashion brand Kith.
We're suckers for 3D creatives, and BMW has executed these quite well. BMW are also one of the first automobile companies to make use of the anamorphic DOOH platform, which is another reason why they're featured as 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
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