DOOH Community Issue #2

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 🥇🥈🥉

• Is Digital OOH Headed The Way Of Display Advertising? 🔮

• Woolworths Cartology Acquires Shopper Media In $150m Deal 🛍

• The Media Shop - 5 New Hires 🎊

• New CFO at oOh! 👨‍💼

Is Digital OOH Headed The Way Of Display Advertising? 🔮

Source: WARC

Quick Breakdown:

• The DOOH industry is starting to embrace programmatic advertising at an increasing rate worldwide - a similar thing happened to online display advertising

• Thorndyke DOOH Verification State of the Nation report found that 16% of campaigns are over-delivered

• Macro-economic factors and making advertisers rely and consider programmatic advertising, potentially causing the digital out-of-home space to become bumpy

• It's important for advertisers to remember that programmatic may not be cheaper long term due to multiple layers taking a clip

Our Thoughts:

We think Wilee is pretty spot on, as more and more companies realise buying OOH inventory can be done quickly and easily, more and more media owners will continue to support it.

It's also worth noting that Wilee did point out that there is still a place for sales reps, as unique and custom campaigns take a certain level of experience and knowledge to successfully plan and execute.

Cartology Acquires Shopper Media In $150m Deal 🛍

Source: Mumbrella

Quick Breakdown:

• Woolworths retail media business Cartology has agreed to acquire 100% of Shopper

• Deal is reported to be a cash consideration of $150 million

• Shopper currently have 2000 screens in over 400 shopping centres

• Transaction is subject to ACCC approval and is expected to occur by the end of calendar year 2022

Our Thoughts:

This announcement is huge for a range of different industries and signals that retailers believe and see a future within the DOOH industry. It'll be exciting to see how Cartology and Shopper integrate and what the results are.

We're interested to see how other retailers respond to this and how the industry adapts to the explosion of DOOH usage in retail stores, the next few months should be interesting!

The Media Shop - 5 New Hires 🎊

Source: Media Week

Quick Breakdown:

• The Media Shop (TMS) has made 3 new hires and promoted 2 of their team

• This organisation restructuring is due to the success of their IGNITE network deployment

  • 250 screens have been successfully deployed

  • Another 250 waiting to be deployed nationally

• Grant Kirkby - Head of sales in New South Wales and Queensland

• Melanie Todd - Agency account manager

• Daniel Hobbs - Senior agency account manager

• Angelo Poli - Promoted to head of sales, Victoria

• Eloise Tams - Promoted to head of operations

Our Thoughts:

It's no surprise to see TMS continue expanding their team, they've had great success with the deployment of the IGNITE network so far and growing their team is an indicator of future success.

Congratulations to Grant, Melanie, Daniel, Angelo & Eloise, you'll do great, we can't wait to see how the IGNITE network and the rest of the TMS portfolio grow with you all on board.

New CFO at oOh! 👨‍💼

Source: oOh Media!

Quick Breakdown:

• oOh! Media's CFO Sheila Lines' replacement has been found in Chris Roberts, effective 1st August 2022

• Christ Roberts is current the Commercial Finance Director and has previous experience as the acting CFO

• Sheila Lines announced her leave back in March of this year and will continue to serve as a consultant until the 30th of September 2022 to ensure a frictionless transition

Our Thoughts:

It's clear that Chris is the best person for the job, not only does he have experience in the financial industry, but also within the advertising industry. It's also worth noting that Chris is a Chartered Accountant and has an Executive MBA with the Australian Graduate School of Management.

Congratulations Chris, we're excited to see the changes you make and how you shape the future of oOh!

This Week's Top Global Stories 🌎

• Touchscreen Devices Make Up 36% of Digital Signage Revenue 🤑

• Fix Your Peckers - UK Digital Billboards 🌭

• 1 Billion Monthly Impressions Available Via LaunchPAD 🤯

• The Trade Desk & Omnicom Media Group UK Partner With Talon Outdoor To Expand OOH Services 🤝

Touchscreen Devices Make Up 36% of Digital Signage Revenue 🤑

Source: Ken Park - LinkedIn

Quick Breakdown:

• Biggest hardware revenue generator in digital signage is touchscreens (36%)

• We're halfway through 2022, and the the total industry is estimated to be worth $18bn

• LED video walls now make up 33% of the total revenue

• This is mostly credited to the increase of retail self serve facilities

Our Thoughts:

It's interesting to see how the industry has changed and that touchscreens are such a large player in the hardware space. We're excited to see new networks and implementations as the DOOH industry continues to change.

Fix Your Peckers - UK Digital Billboards 🌭

Source: Campaign Live

Quick Breakdown:

• Numen are continuing their "Fix Yours" campaign - aiming to normalising and remove taboo around erectile dysfunction

• This campaign is running exclusive across Ocean Outdoor's network

• The campaign makes use of audience data metrics and displays primarily when men are in the vicinity

• Iconic sites include: Westfield London, Leicester Square, and Canary Wharf, and spans key cities including London, Birmingham, Liverpool, and Glasgow.

Our Thoughts:

This is a great campaign from both a creative and technological sense. Making use of external data is a great way to ensure Numen's messaging hits the correct audience, and the imagery and wordplay make the campaign stand out.

1 Billion Monthly Impressions Available Via LaunchPAD 🤯

Source: Clear Channel

Quick Breakdown:

• Clear Channel are one of Europes biggest programmatic DOOH media owners

• There are over 11,000 screens available across all of Europe

• LaunchPAD enables brands to achieve over 1 billion monthly impressions

• LaunchPAD is connected to European inventory, planning, and industry data to and from Clear Channel and their partners (Hivestack & Broadsign)

Our Thoughts:

Clear Channel is one of the industry's biggest players, and they've got the numbers to back it up. It's great to see such a big name pushing and supporting the programmatic space, and we can only imagine what the next few years will look like for them.

The Trade Desk & Omnicom Media Group UK Partner With Talon Outdoor To Expand OOH Services 🤝

Source: Digital Signage Today

Quick Breakdown:

• This three way partnership will provide OMG UK's clients to combine online media activity with data-driven DOOH advertisements

• Talon's data management platform (DMP), Ada, provides clients with audience insights based on behaviour, mobile location and points of interest

• OMG UK will be the first media agency group to access this DOOH inventory, with other partners joining later this year

Our Thoughts:

This is a great relationship being forged, the industry has been promising easy omnichannel marketing including online and DOOH campaigns, but this is one of the first implementations we're seeing.

Hopefully this sets a trend and makes its way into a programmatic, all-in-one solution.

Featured Creative 🎨🐶🐱 - Insure Your Happiness

This week's featured creative isn't anything groundbreaking, but who doesn't love a fun digital signage campaign that includes furry 4-legged friends?

ManyPets are a pet insurance company that took to the streets with digital billboards, encouraging viewers to insure the things that make their lives better.

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 👀