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- oOh! Outfront Recap + Amazon Digital Signage + Space Ads
oOh! Outfront Recap + Amazon Digital Signage + Space Ads
DOOH Community Issue #18
DOOH Community
November 07, 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 🥝 🦘
With oOh! Outfront happening last week, this week's newsletter is a bit of a recap of all the announcements - for a quick summary of the announcements head to the oOh! Media site.
Outfront Boosts oOh!'s Value 💸
Source: Mi3
Quick Breakdown:
After all the announcement at oOh! Media's Outfront event, Macquarie Bank's 12-month price target now stands at 40% ($300 Million), above recent share price
This means that share price will rise to $1.81 over the next 12 months, up from $1.28
In 2019 oOh! was trading at $3.20 but due to the pandemic plummeted to just 61cents
The Macquarie analysts have given the oOh! share price an outperform rating due to the Outfront announcements
Other reasons for the predicted increase in share price include:
OOH industry bouncing back after COVID & lockdown restrictions
Increase in programmatic usage
oOh!'s News Corp partnership
Growth of retail media networks
Content improvements such as anamorphic 3D creatives
Our Thoughts:
It's always interesting to see how outside analysts value the D/OOH industry and what they consider to be driving factors of growth. The team over at Macquarie are predicting decent growth for oOh! Media based on what was revealed at the Outfront event, and we would agree with them.
With all the announcements at Outfront, it's not a surprise to see analysts speculating such rapid growth. We're keen to see if oOh! achieve or surpass these estimates and continue cementing their place as a top D/OOH company.
Programmatic Future @ oOh! 🔮
Source: oOh! Media
Quick Breakdown:
oOh! Media have announced increasing support for programmatic DOOH in a range of different ways
Both of oOh!'s Office and Retail networks are now available for programmatic purchasing of ad inventory
This will enable 460 office towers and over 500 shopping centres (960) to be purchased by advertisers - increasing the amount of contextualised environments
oOh! is also enabling further creative freedom to advertisers with their new product, oOh! motion, which supports full motion video across 9,000 screens
The final part of the programmatic section of Outfront was the announcement of the "Aussies on the move" study, which aims to provide insights on how to best connect with audiences as they transition across OOH environments
“Our strategy with programmatic digital Out of Home has been considered and deliberate, to complement, not contradict, what makes our channel unique. Extending programmatic trading in Office and Retail will deliver advertisers diverse, quality localised environments and hyper-targeted audiences at scale.”
Our Thoughts:
We've said it before and we will say it again, programmatic DOOH is not only here to stay, it will continue to become a key part of the DOOH ecosystem. oOh! obviously feel the same way, with continued support and expanded available networks.
By having a large network and easy-to-use DOOH platform, oOh! appeals to marketers and advertisers who are looking to launch omnichannel campaigns. Support for portrait video is also huge given the popularity of social media platforms such as TikTok.
It's exciting to see programmatic pick up so much speed, and we can't wait to see how oOh! motion is used.
Launch of POLYGRAPH 🚀
Source: oOh! Media
Quick Breakdown:
POLYGRAPH is oOh!'s new proprietary creative effectiveness measurement tool
This tool is used to measure how impactful OOH creatives are, in particular how they impact purchase behaviour
The idea behind POLYGRAPH is to use key features such as context, colour, logo size, call to action, packshot, use of talent, video, number of creatives and more, to understand the key components of OOH creative success
POLYGRAPH found that full motion dynamic creatives result in 5 times as many customers purchasing a specific brand
It also found that using less than 6 word increases visibility by 44%
The team at oOh! claim that POLYGRAPH is the solution to proving what factors of OOH are effective
"By identifying the types of creative that have delivered the highest shift in consumer product purchases, we have unlocked the relationship between the art and science in Out of Home."
Our Thoughts:
The POLYGRAPH tool is a great way for advertisers and oOh! to understand how different factors of creatives impact consumer behaviour. Data is the key to the advertising world, and to create effective content we need to understand how customers feel.
Having more insight is never a bad thing, and POLYGRAPH is already helping refine creatives in a scientific way. oOh! is building an empire, and helping the rest of us as they do it - we're eager to see what else they learn and reveal.
Reooh by oOh! 🛍️
Source: oOh! Media
Quick Breakdown:
Reooh is oOh! media's end-to-end OOH offering for retail businesses
The goal of Reooh is to provide major retailers with a way to build their own digital out-of-home networks within their stores
These retailers will be able to not only promote their own brands and services, but be able to generate further revenue from advertisement inventory sales
One of oOh!'s fundamental offerings for Reooh is it's anonymised customer transactional data, which covers over 400 segments and they claim delivers attributable outcomes
By partnering with oOh! via Reooh, retailers will have support for asset procurement, mobilisatoin, maintenance, remote monitoring, and ad content serving
"Australia’s retailer landscape is unique in many ways, with household brands commanding large physical footprints and large amounts of customer data and we know retailers will only continue building out their omnichannel media offerings in the years ahead.
Our Thoughts:
Retailer media is definitely a big part of the next few years in the ANZ DOOH industry. Just look at the Shopper acquisition by Cartology, it's starting to heat up, and the big retailer brands want the experience OOH brands bring.
By providing retailers with a way to build and support their own networks, oOh! is creating a unique full-service solution. The announcement of Reooh also stated that oOh! is in discussions with major retailers and that they will soon be making announcements.
If we had to take a stab at some of the retailers likely to jump on the train, we'd pick Bunnings and JB Hi-Fi as the next big players in the space.
oOh! Goes All In On Content 🎥
Source: oOh! Media
Quick Breakdown:
2023's Australian Open will be given the AFL Finals treatment by oOh! Media
Tennis fans will be able to get score and player updates, live scores, and full-motion highlights thanks to oOh!'s partnership with Tennis Australia
During the AFL Toyota Finals oOh! reached 80% of Aussies with similar content which was supported with in-vision brand sponsorships
oOh! Media also announced a partnership with Broadsheet, who deliver content based on what to do, eat and drink in Australian cities
Broadsheet will distribute content across the Office network that is hyper targeted based on which CBD the screen is located in
Continuing with their News Corp partnership, oOh! Media will now provide breaking, lifestyle, sport and businesses news from news.com.au and The Australian is now live across the network
oOh! will also be incorporating news from the Herald Sun and the Daily Telegraph in 2023
“oOh! is investing in developing proprietary, first-to-market technology and platforms that drive our digital-first future and will continue to bring best-in-class content to Australians, creating new opportunities to capture attention at scale, making public spaces better and brands unmissable.”
Our Thoughts:
Content is king for a reason, and oOh! clearly knows that, they're investing heavily in getting more than just advertisements on DOOH screens. Not only are we getting live news updates, but lifestyle and sport content too.
Yes, there are ads incorporated into this content, but having access to information when just walking the city is a huge. We've already started to see a shift towards content marketing, it's only a matter of time before OOH hits the same stage.
This Week's Top Global Stories 🌎
Digital Signage via Amazon DSP 🤖
Source: Amazon Ads
Quick Breakdown:
Amazon had their unBoxed 2022 event and revealed a range of new products/services for advertisers
These services are designed to give brands more control over their campaigns and access new opportunities
As of November, digital signage ads will be available via Amazon's DSP
The digital signage ads that are available for purchase on Amazon's DSP are located in Amazon Fresh stores
Amazon's digital signage ads are available programmatically, but only to eligible US advertisers via a managed service
Currently these advertisers will be able to schedule campaigns based on store location, time, and location (within store)
Our Thoughts:
Amazon has been in the advertising game a long time, and with them going hard in the physical retail space it's no surprise they're bringing their advertising expertise into the space with them.
Amazon are known for their tech-forward approach, so it's no surprise to see them have digital signage in their physical stores. It's great to see them already opening it up to be bought programmatically too.
It's exciting to see an advertising native brand begin to build out a digital signage network and to see if they do things differently and shake up the industry a little bit.
DOOH In Space 🛸
Source: AdNews
Quick Breakdown:
Digital billboards in space that are viewable from major cities is a likely step in adtech, but still a bit out of reach according to a study published in Aerospace
OOH advertising in space has been done previously and includes things like Tesla launching a car into space
The idea is that low-orbit satellite systems orbiting the earth would be as bright as star constellations and display images
These arrays would only be visible in major cities that already suffer heavy light pollution to avoid disrupting observatories
“An unrealistic idea as it may first seem, space advertising turns out to have a potential for commercial viability."
Our Thoughts:
Having satellites displaying ads is definitely a futuristic idea, but pretty cool if it can be pulled off. It's obviously a long way off still and there are a ton of different aspects to be considered - but still a cool concept nonetheless.
Featured Creative 🎨🚽 - YouTube Streamer Buys Billboard To Advertise Bidet
One of the biggest YouTube streamers, Ludwig, has recently launched a bidet company after talking about how great of a product they are for years. As part of the launch campaign, not only did he buy a ton of creative URLs, he also got his hands on a digital signage screen in Times Square.
The creative is simple and on-brand for Ludwig and his Mogul Moves brand, not to mention seeing the URL ass.cleaning is a bit of an eye-catcher too.
Meme of the Week 🧽
We're probably all a bit sick of hearing this...
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 👀