QMS' City of Sydney being paused, partnerships galore & F1 cars now equipped with DOOH (and a whole lot 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 🥝 🦘

• oOh!'s Outfront = Success ✅

• GroupM & Seedooh Partner Up In NZ 💪

• City of Sydney Network on Pause ⏸

oOh!'s Outfront = Success ✅

Source: oOh! Media

Quick Breakdown:

• oOh! Media launched their first-ever Outfront on Thursday and dove into the results of this year and the plans for the future

• Whilst the event was prerecorded, it was premiered live

• The future of oOh! looks bright with a focus on Programmatic, Retail Media, Content Creation and Anamorphic Support

• Part of the retail media expansion includes the launch of redooh

• As part of their content creation expansion going forward, oOh! is launching Polygraph, an extension of Poly, which measures the impact creatives have on purchasing behaviour

• We will be doing a further breakdown and explanation of everything revealed at the Outfront event in the following newsletter

Our Thoughts:

Tuning in live, the oOh! Outfront was a good experience, simple to log in and start watching, and a high-quality broadcast. The way that each segment was broken down and presented ensured that it didn't feel tedious or slow and delivered a lot of insight into the next year of oOh!'s plans.

There was a lot of news and updates covering a range of different DOOH functions, from creative to measurement to retail media. oOh! are making some big moves and are championing the future of the industry here in ANZ at the moment.

GroupM & Seedooh Partner Up In NZ 💪

Source: Seedooh

Quick Breakdown:

• GroupM and their clients now have access to Seedooh's "Verification as a Service" and will able to verify both static and digital out-of-home campaigns

• This partnership will further enable GroupM to achieve their goal of making advertising work better for people

• Seedooh has been available and operating at scale in New Zealand previously, verifying over 3,000 campaigns to date

• The Seedooh platform is fully integrated with New Zealand's content delivery technologies, enabling measurement across more than 1000 digital screens

• Seedooh is one of the leading third-party verification platforms in Australia and New Zealand

• The third-party verification platform is able to analyse and measure campaigns and bookings on DOOH screens in near real-time, they also provide field audits of static OOH

Our Thoughts:

GroupM partnering with Seedooh in NZ is a great initiative, especially with how the industry is focused on standardisation and measurement. GroupM having access to Seedooh's tools for all their clients and campaigns is a great way for them to provide accurate and comparable information when planning future campaigns and targets.

It's also impressive and worth noting that Seedooh is supported by a huge range of media owners in New Zealand. This means that little to no integration work is required for this partnership to take effect and be used across every screen GroupM needs to be on.

It's looking like Seedooh will have a long-term impact on the standardisation and measurement of DOOH in the NZ market. Hopefully we see them continue to lead the industry and create a better advertising environment for everyone.

City of Sydney Network on Pause ⏸

Source: The Sydney Morning Herald

Quick Breakdown:

• QMS' City of Sydney network rollout has been put on hold under Lord Mayor Clover Moore's orders

• The public backlash has been severe enough that new installations are on hold and some exisiting ones are to be removed

• Moore has re-emphasised the importance of the QMS network as a source of communication, street furniture and revenue for the city, but has admitted some are "quite large" & that "the balance isn't right"

• Both the council and QMS have stated that the installed street furniture, bus shelters and communications pylons have all been installed according to regulation

• A portion of the QMS network has been installed in locations that previously had either bus shelters, JCDecaux pylons or Telstra phone booth

Our Thoughts:

We've been covering the QMS network since its launch a few months back, and in all honesty we aren't too surprised with this outcome. Previously a lot of the public's issues were focused on a lack of pedestrian access & making those with mobility aids lives harder.

It's good to see that there are some changes being made, hopefully the network isn't downsized or anything to that nature, just a reduction in pylon size. 

What we didn't expect to see was for this to be turned into a political issue. We think that it was just a bit of poor oversight that can be easily remedied by reducing the size of screens. 

This Week's Top Global Stories 🌎

• DOOH Screens In F1 Cars 🏁

• VIOOH + Blis + JCDecaux = Data Driven DOOH 🪧

• AI-Powered DOOH Performance Measurement 🤖

DOOH Screens In F1 Cars 🏁

Source: AV Magazine

Quick Breakdown:

• Seamless Digital & McLaren Racing have launched a new deal that involves DOOH screens being installed in the cockpits of F1 cars

• Both of McLaren's cars will feature 2 digital signage screens during the Friday practice sessions for the ret of the 2022 racing season

• The screens installed are about the size of a phone and weigh 200 grams

• These digital screens are viewable during TV broadcasts thanks to driver helmet cameras

• Part of the reason for this deal is to enable McLaren to have multiple sponsors during each race, which can be changed in an instant

Our Thoughts:

Even if you're not a fan of F1 or motorsports, you can't deny that this isn't a pretty cool innovation in the space. We're starting to see different sports look for new ways to support their advertisers and reach their audience.

This could be a quick fading fad, but who knows - hopefully these screens use transitions and don't prove to be distracting to the drivers. Maybe they'll even buy something they see on the screen.

VIOOH + Blis + JCDecaux = Data Driven DOOH 🪧

Source: VIOOH

Quick Breakdown:

• Blis and VIOOH have partnered to bring JCDecaux inventory to the Blis platform

• The Blis platform is an audience-first anonymised data platform that provides insights based on location, lifestyle, telco, spending and more

• This partnership will allow advertisers to plan and purchase DOOH advertisers and layer in Blis data via the Audience Explorer tool

• With this partnership Blis now offers advertising across a range of channels including display, video, audio, CTV and now DOOH

• Whilst originally only available in the UK, there are plans for this platform to be available in the rest of Europe, along with the US and AU

Our Thoughts:

One of programmatic DOOHs key features and benefits is using highly targeted data to hit the correct audience. This multi-company partnership offers advertisers access to a large amount of audience data that is completely anonymous that can be used to plan and execute multi-channel advertising campaigns.

It'll be interesting to see how brands leverage this data with their existing data to create truly focused and impactful campaigns.  

AI-Powered DOOH Performance Measurement 🤖

Source: Digital Signage Today

Quick Breakdown:

• Displayforce, an AI-powered DOOH performance marketing automation solution firm has launched in Sweden & Finland

• This launch was possible due to a partnership with Bluebell Digital, who are a native DOOH provider

• The Displayforce system using AI to optimise performance and analytics in programmatic DOOH campaigns

• Key features such as age, gender, facial hair and dwell time help provide enhanced campaign metrics

• Currently Displayforce are looking to be installed on around 2,000 screens over the next 5 years

Our Thoughts:

AI integrations with DOOH is inevitable, collecting data and automatically analysing it will greatly increase the value of any DOOH network thanks to audience insights. It also allows advertisers to understand what is working in their favour to increase things like dwell time.

This current iteration of Displayforce is likely similar to a trial run, and it's likely that a lot of countries will have varying privacy laws, so it's unlikely we will see something like this at scale in the ANZ region anytime soon. 

Featured Creative 🎨 🎮 - Dubai's 3D Harbor Billboard

We're a simple team, we see a gaming-related 3D piece of DOOH content, we choose it as our creative of the week. 

Riot Games are no stranger to using DOOH and other unique creatives for the marketing of their games, and Valorant is no different. This latest creation features the newest agent Harbor and was used as a way to promote his recent release.

Like everyone else we love anamorphic creatives, they look awesome in person and can be a great way to kick-start a user-generated content campaign due to their sharability.

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 👀