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EV Charging & DOOH networks, NZ DOOH growth, new networks & more!
DOOH Community Issue #16
DOOH Community
October 24, 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 🥝 🦘
New Zealand DOOH Continues Growth 📈
Source: StopPress
Quick Breakdown:
This quarter has been NZ's OOH industry's largest quarter of growth (since 2021) according to the Out of Home Media Association Aotearoa
The entire OOH industry has grown 26% YOY in Q3 with $32.2 million, compared to last years $25.5
DOOH made up an average of 66% or $21.6 million
Programmatic DOOH revenue double from Q2 to 4.3%
Q4's objective is to enhance OOH measurement knowledge via user education programs from partners JCDecaux, oOh! and MediaWorks
OOHMAA's Standardisation Committee also plan to release an Out of Home Standard to provide transparency in OOH
“Out of Home looks to finish the year on a high as brands turn to the channel to drive fame, attention, and cut through with audiences in the lead-up to Christmas.”
Our Thoughts:
It's no surprise to see that the New Zealand market has seen similar trends to the Australian and wider world market. DOOH is back and bigger than ever thanks to things like the inevitable fall of the cookie, along with COVID restrictions easing.
The NZ DOOH industry has also done well to have such impressive growth when there are external macroeconomic factors not in DOOH's favour such as the rising cost of living and economic state of the world.
It's great to see that a range of companies within the industry are banding together to increase the level of education and understanding about DOOH advertising, especially with standardising measurement and metrics.
City of Ryde Renewed With oOh! ✍️
Source: oOh! Media
Quick Breakdown:
oOh! Media will continue to operate the City of Ryde (located in northern Sydney) street furniture and advertising contract after renewing the contract
Continuing their trend of keeping infrastructure updated, oOh! will be digitising and upgrading 200 bus shelters
As is standard for oOh!, they will also have the responsibility of cleaning and maintaining the bus shelters throughout the contractual period
This part of the network has a strong retail presence with two top luxury retail destinations close by, Macquarie Centre and Top Ryde
“We are thrilled to renew our long-standing partnership with City of Ryde. It demonstrates their trust in oOh! as Australia’s leading Out of Home media company. It’s terrific to be working with a partner who is aligned to bolster growth and community benefit."
Our Thoughts:
oOh! Media have really been pushing for smaller individual networks that have much more specific, targettable demographics this year. It's an interesting play and shows that they believe in the value of understanding their data and audience over having the widest reach.
That's not to say they don't have incredible reach, they are one of the biggest networks in Australia after all. It's just worth noting that when looking at these individual contracts they've been winning and renewing it's clear that it allows them to sell at a range of different levels.
JCDecaux & Aussie Home Loans Make Use Of Orbit 🛰
Source: JCDecaux Australia
Quick Breakdown:
Aussie Home Loans have partnered with JCDecaux for their latest OOH campaign
This campaign is focused on generating online activity for specific services/webpages
Originally Aussie would build their OOH campaign around store locations, but through their partnership with JCDecaux they're able to make use of Orbit
Orbit is JCDecaux's geospatial tool and allows specific market segments to be targeted and analysed
JCDecaux will be sharing this data with Aussie's marketing agency Matterkind who will be able to make use of it to support their online strategy
The campaign is set to run for 2 weeks during October
“At Initiative innovation is at the core of what we do, and this campaign encompasses exactly that. This is just the start; we’re excited to see how this partnership evolves in the future.”
Our Thoughts:
It's always impressive to see media owners such as JCDecaux work with advertisers to improve the effectiveness of their OOH campaigns. By not only providing Aussie with access to the Orbit tool, but also advising and helping them plan the campaign, JCDecaux has likely greatly improved Aussies' success.
Furthermore, allowing Aussie's marketing agency Matterkind to access this data and use it to improve the online aspect of the campaign is a great move that shows how OOH advertising is best used in conjunction with other platforms.
We're hoping that either Aussie or JCDecaux release the results of this campaign as a case study and show us comparisons between this and older campaigns. It'll be interesting to see if other media owners follow suit and provide these advisory opportunities.
JOLT Reveals NZ Tech Partners 🔋
Source: StopPress
Quick Breakdown:
JOLT, New Zealand's free EV charging & DOOH network has recently announced their technology partners for the DOOH side of the business
The DOOH media network is planning to embrace both programmatic and third-party verification
In terms of programmatic partners, JOLT will be working with Hivestack & Vistar, both of which have some form of mediation/header bidding capabilities
For third-party verification, JOLT will be partnering with Seedooh, Veridooh and OIS
JOLT has also become a member of the OOHMAA and implementing Calibre
Some brands have already begun planning programmatic campaign for the launch of the network
The JOLT network is due to have it's first screens installed within the coming weeks
“By advertising with JOLT, a brand is helping accelerate the adoption of lower-emission transport and will also have its JOLT media activities verified for its positive contribution to sustainability."
Our Thoughts:
We're pretty big fans of JOLT's business idea, creating a service that will be needed and providing it for free by playing advertising content. Not only will it encourage people to switch to EV's, but as more people make the switch they will be able to charge a higher rate for their network.
Also, by relying heavily on programmatic and third-party verification they're helping build a better DOOH ecosystem. We've got pretty high hopes for JOLT's NZ ventures and hope it does well, we're sure to see them continue with their expansion and growth as the EV market grows.
This Week's Top Global Stories 🌎
WOO President Tom Goddard's Message For APAC 📢
Source: Billboard Insider
Quick Breakdown:
This past week the World Out of Home Organisation (WOO) hosted its first in-person Regional Forum for the APAC region, at which, the WOO President Tom Goddard had some impressive information to share with the over 200 attendees
One of the first things Goddard outlined that whilst the OOH industry is set to continue bouncing back after the COVID pandemic, that the industry needs to work on collaboration to compete with other advertising media
In terms of the DOOH market, Goddard highlighted that the global market hit $37 billion in revenue in 2019, with DOO leading the way, projected to account for 50% of OOH revenue in the next 4 years
Goddard also dove into some of the growth factors of DOOH:
Measurability - Advertisers want credible and comparable data from their campaigns, providing this increased confidence and enables media channels to be compared accurately
Automation - Being able to trade automatically via programmatic platforms, along with overlaying data improves reliability and efficiency
Creative Capabilities - Both dynamic content and 3D anamorphic content have inspired the creative minds of advertising, encouraging them to return and experiment with a new medium
External Factors - The audience/consumers suffering online fatigue/spending less time online, along with cookies being dissolved, and the ever-rising use of adblockers, advertisers are looking for a way to continue reaching people in a meaningful manner such as OOH
Our Thoughts:
It would have been awesome to have been able to personally attend the APAC Regional Forum last week, especially as the Asian and Indian DOOH markets are picking up the pace and growing at a rapid rate.
The ANZ market has already gone through the early days of DOOH adoption and experienced its initial growth spurt (with more to come), the rest of the APAC region seems to be sizing up for this though (from the outside looking in).
The points that Tom Goddard bought up are valid and can be seen happening here in the ANZ region, with things like third-party verification and programmatic taking up a lot of the conversation.
It'll be interesting to see if the rest of the APAC region takes on board everything that has been learnt so far and applies it in an appropraite manner to boost its growth even further.
Volta Media Now Offering 3D Creatives ⚡️
Source: Volta
Quick Breakdown:
The Volta charging and media network have recently announced that 3D anamorphic creatives are now possible across the network
Volta Media is the media business attached to the charging network that is deployed across the US
This media network is positioned in ideal spots in front of stores to reach audiences at the most influential opportunities
Volta currently delivers one billion monthly impressions across 39 areas
Alongside 3D capabilities, the Volta Media network also supports weather triggers, mobile retargeting, QR redirecting and measurement capabilities
The Volta Network is also available 100% programmatically across platforms such as Vistar and Place Exchange
"This is another example of Volta Media adding innovative digital capabilities to drive measurable impact for our advertising partners and the planet, thanks to our dual charging and media model."
Our Thoughts:
The Volta Media network is a pretty cool network as its runs directly off their EV charging stations. It has huge reach and they're at important points in customer journeys, making the impact of DOOH even stronger - apparently 56% above industry standard.
3D creatives are all the rage, we know that we love to see them and that audiences love to post about them, so supporting them across such a large network is sure to generate some buzz on social media.
Volta claiming that this is some sort of technological advantage does seem like a bit of a marketing stunt though, as technically all screens are capable of anamorphic creatives - it's just forced perspective after all.
Hopefully similar networks such as JOLT pop up here in ANZ a bit more often and we see large-scale networks with huge impact - plus having more EV charging options will likely encourage higher rates of adoption, helping out the planet.
Global Launches Elizabeth Line Programmatic Network 🚆
Source: Digital Signage Pulse
Quick Breakdown:
The newly constructed Elizabeth line in south-east England will be opening with a digital signage network operated by Global
Global's network will be available via their digital advertising platform DAX, and will support programmatic
These new stations will include a range of different DOOH formats including platform edge screens, digital posters and digital escalator panels
The Elizabeth line has already seen 50 million journeys since May this year, and the opening of the Bond Street station will provide access to one of Europe's busiest shopping districts
This entire network will be available across 12 different programmatic DSPs
“The Elizabeth line’s digital assets being added to DAX presents a valuable opportunity for advertisers to extend their reach and target millions of people as they go about their daily lives – whether that’s heading to work, on a first date or out with friends – and tailor creative experiences to speak to them in those important moments."
Our Thoughts:
The network associated with the Elizabeth line actually secures Global's spot as the largest digital outdoor network in the UK, with over 4000 screens. This is a vast network and the fact that it is available as both a direct buy and programmatically is huge.
With such a large network and diverse audience, it will be interesting to see how advertisers react and the different campaigns and creatives they launch.
Featured Creative 🎨 🐕 - Mayhew Mini Me's
This week's featured creative is Mayhew Mini Me's, whilst not a recent campaign, it did come third in Ocean Outdoor's Digital Creative Competition 2022 in the charity category.
It's no surprise that it did so well as it's quite a clever campaign, taking the concept of people looking like their dogs and mixing it with the idea of finding a perfect match.
The campaign aimed to help find dogs new forever homes by matching them with passersby who looked like dogs in need. They did this by taking visual data and using an algorithm to match people with dogs.
We love that the creative team integrated external data with the content to create such a dynamic campaign that really caught people's eyes.
Check out the explainer video at Ocean Outdoor's site, it's a really interesting piece and definitely worth winning third place!
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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