- DOOH Community
- Posts
- Zitcha raises $4.7 million to dominate retail media, QMS keeps hitting with 3D anamorphic, Kevel launches as a neutral programmatic party and more
Zitcha raises $4.7 million to dominate retail media, QMS keeps hitting with 3D anamorphic, Kevel launches as a neutral programmatic party and more
DOOH Community Issue #19
DOOH Community
November 14, 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 🥝 🦘
Retail Media Platform Zitcha Raises $4.7m In Seed Round 🌱
Source: Startup Daily
Quick Breakdown:
Australian based adtech platform Zitcha has announced a recent seed raise of $4.7 million
Zitcha provides retailers with a platform to sell advertising space directly to their suppliers across a range of channels including email, app, website, social and of course, DOOH
Some of Zitcha's current retail partners include Adore Beauty and The Warehouse Group
So far Zitcha has secured Microsoft, LEGO, Asahi, Samsung and Nestle as advertisers
Currently Zitcha has offices in Melbourne, Sydney & Noosa and plans on using this funding to enter the US, EU and Asian markets
Zitcha claims that retailers are able to keep 90% of the revenue they generate with their advertising inventory
This round of funding was led by OIF Ventures and provides the Zitcha team with support for their global expansion plans
“This funding will enable us to grow the opportunity even further as we capitalise on our unique position to help retailers sell any marketing channel they want, in one place with their brand front and centre while maintaining full control over first-party data.”
Our Thoughts:
On the surface, this might not seem like a big announcement for the DOOH industry, but Zitcha raising this kind of money early on in their journey shows that investors believe in retail media, and a big part of that is the continued evolution and relevance of DOOH.
The retail media space is growing, especially the DOOH part, just recently we've had the Shopper x Cartology deal, along with the announcement of oOh! Media's Reooh. Between programmatic and retail media, the next few years will be very fast-paced with a lot of new tech in the space.
We'll be following along with Zitcha's journey to see how they tackle challenges and hurdles that will arise - we're also keen to see how much they develop in-house vs use existing solutions.
QMS' 3DOOH Is Booming 💣
Source: AdNews
Quick Breakdown:
QMS' 3DOOH advertising product has been extremely successful, with campaigns for Gillette, Micheal Hill, ANZ, AAMI and more recently Nike, JD Sports & Neds
QMS was the first-to-market within Australia to offer anamorphic creatives across their specific screens
The 3DOOH services are the only local product that enables multiple executions of anamorphic content
Not only does QMS offer screen inventory, they also offer a creative services team known as QUBE who develop these anamorphic campaigns with the clients and agencies
“This is just the beginning of what’s possible with DOOH and with a network that is 94% digital, we are well positioned to offer brands greater creative cut-through, impact and amplification across campaigns."
Our Thoughts:
3D anamorphic creatives have been picking up popularity both here and around the rest of the world with QMS being one of the homegrown leaders in the space. They're not the only ones who are investing in this type of content, we're seeing oOh! Media locally, and a ton of overseas providers picking it up too.
Whilst 3D creatives won't ever replace all digital signage content, they're a great marketing campaign that generates a huge amount of user-generated content on social media.
OMA Partners With RSL For Remembrance Day 🌺
Source: OMA
Quick Breakdown:
For this years Remembrance Day, the Outdoor Media Association (OMA) partnered with the RSL with a "Remember to Remember" campaign
This campaign ran across a range of OMA's partners screens at exactly 11am on Remembrance Day (11th of the 11th) for one minute
The RSL x OMA campaign served to remind Australians to pause for a minute of silence in remembrance of those who have served and lost their lives in all wars and conflicts
As a long time partner of the RSL and supporter of their campaigns for the past two years, OMA members have donated over $6 million in ad space for both ANZAC and Remembrance Day commemorations
The participating OMA members include: Australian Outdoor Sign Company, BIG Outdoor, Bishopp Outdoor Advertising, Blue Tongue Outdoor, Civic Outdoor, goa, JCDecaux, JOLT Charge, Motio, oOh!media, Outdoor Systems, Paradise Outdoor Advertising, QMS Media, Scentre Group Brandspace, Shopper, The Media Shop, Tonic Media Network, TorchMedia, Total Outdoor Media, Val Morgan Outdoor, and Vicinity Centres
“Through the generous support of the OMA and its digital advertising screens across the country, we are able to ensure that no matter where people are or what they’re doing at 11am on 11 November, they will Remember to Remember.”
Our Thoughts:
This is one of the reasons why having industry groups/associations is a good thing - it enables the DOOH industry to work with community groups such as the RSL to provide valuable screen inventory and share important creatives.
It's not uncommon for people to lose track of time, so having a big creative that acts as a reminder is a great initiative, and it's awesome to see so many media owners donate screen inventory.
This Week's Top Global Stories 🌎
Kevel Relay Unites Programmatic Providers 🤝
Source: ExchangeWire
Quick Breakdown:
Kevel has announced support and integrations with key programmatic DOOH providers: Magnite, Hivestack & Place Exchange via their Kevel Relay API product
Kevel Relay provides APIs that give publishers the capabilities to unify, mediate and control auctions that happen across their screen networks
By removing the exisiting "waterfall bidding" methodology, Kevel Relay enables media owners to open up their inventory to a wider range of programmatic advertisers
These APIs are available via a subscription service as Kevel doesn't operate as an SSP and allows them to remain neutral
Kevel expects that there will be even more integrations announced before the end of 2022
“Kevel Relay allows out-of-home media owners to build a powerful mediation layer to unify their auctions and manage omnichannel demand creating new revenue opportunities in the DOOH ecosystem”
Our Thoughts:
Whilst the popularity of programmatic DOOH advertising has risen on both the supply and demand side, without a mediation/unification layer, the technology will hit a natural bottleneck.
Independent products and partnerships like Kevel Relay enable programmatic's growth and increased adoption whilst maintaining a fair and neutral environment. We're getting closer to the ideal world of having all programmatic platforms linked and every screen available to every advertiser.
NHL Dasherboards Not A Big Hit 🏒
Source: Yahoo! Sports
Quick Breakdown:
Recently the NHL launched their Digitally Enhanced Dasherboard (DED) advertising screens for the 2022-2023 season
With the first few games of the season happening recently, viewers finally got to experience how DED would look, and they aren't all too happy
Many users noticed jarring glitches and lag across multiple networks and across the entire board
Along with the glitches and technical issues, many fans found the ads to be distracting and too bright
The DED project has been in development for 7 years, and the NHL is doubling down, reassuring viewers that it will become less noticeable after an adjustment period
"Like anything else, you're going to have your people that don't like it, that think it is difficult to watch. But over time, like everything else, people will get used to it, and we're not concerned at all whatsoever."
Our Thoughts:
We actually covered the announcement of the DED system being put in place this year, and at the time we thought it was a really cool project to see come to life. We're still of the same opinion, being able to offer the same space to multiple advertisers at the same time is huge and could be implemented in almost every sport.
But, the viewing experience is the most important part of sports, so if it's interrupting and making it hard to watch the game, it needs to be fixed asap. This is a new piece of technology so it's no surprise that there are some technical glitches, but the NHL does need to listen to and validate these complaints.
FIFA World Cup Has Its First 'Anti-Sponsor' ⚽️
Source: AdWeek
Quick Breakdown:
BrewDog, a craft beer company has recently launched an OOH campaign in London proclaiming themselves as the "proud anti-sponsor" of the FIFA World Cup
This years World Cup is happening in Qatar, who have a history of human rights issue which is what BrewDog are bringing awareness to
Not only is BrewDog highlighting these human rights issues, they're also donating all profits from their Lost Lager to human rights charities
BrewDog operate 80 pubs across the UK (alongside brewing their own beer) and are marketing their pubs as the perfect place to enjoy the World Cup
“Football is meant to be for everyone. But in Qatar, homosexuality is illegal, flogging is an accepted form of punishment and it’s OK for 6,500 workers to die building your stadiums.”
Our Thoughts:
From a marketing standpoint, this is a great campaign - it brings awareness to a huge problem with the World Cup, and encourages people to take action via the purchase of BrewDog products.
It might seem strange that their pubs are still showing the games, but by encouraging people to drink more of their product, they're actually able to generate more sales and therefore a bigger donation to the cause.
Featured Creative 🎨👟 - MilkPEP 26.2 Anamorphic Billboard
MilkPEP has launched a huge 3D creative on the NASDAQ and Penn Station billboards in New York City as part of their "26.2" campaign. This campaign sponsors female runners of the New York City Marathon (which happened on November 6th) and aims to get the word out about gender disparity in sports coverage.
Not only is the campaign a 3D creative, but it also takes real runners from Team Milk and projects them onto the interactive billboard.
It's an awesome creative, with great messaging and a cause everyone can get behind.
Meme of the Week 🦆
With advertisers pulling out of Twitter due to recent events, it's clear where they should turn their attention.
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 👀