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- 2023 to be year of the DOOH, measurement partnerships to drive standardisation and the world's first programmatic anamorphic campaign! (+ more)
2023 to be year of the DOOH, measurement partnerships to drive standardisation and the world's first programmatic anamorphic campaign! (+ more)
DOOH Community Issue #20
DOOH Community
November 21, 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 🥝 🦘
QMS & Canberra Airport Exclusive Contract Extended 🛩️
Source: QMS
Quick Breakdown:
QMS have announced the extension of its exclusive contract with Canberra Airport
Canberra Airport passenger numbers have grown 140% since January this year (attracting 3.2 million travellers a year on average, pre-COVID)
The Canberra Airport contract was originally awarded to QMS in October of 2017
This network is significant to QMS' portfolio as parliament returns to full in-person scheduling
The decision to extend QMS' contract is due to a successful 5 year partnership
"QMS’ success at providing two-way benefits for the airport and its visitors, even through the pandemic when the industry was at a standstill, is a testament to the vision and expertise of the business and its approach to working with its partners towards long-term common goals."
Our Thoughts:
Airports are an extremely valuable network to any digital signage business' portfolio, being able to provide both highly targeted advertising content and providing useful information to travellers.
QMS has shown that its network is beneficial to not only themselves but also the Canberra Airport and the 3.2 million travellers they service.
JCDecaux's Essie Wake Call's 2023 "Year of OOH" 👩💼
Source: Mi3
Quick Breakdown:
Essie Wake from JCDecaux was recently interviewed in an Mi3 Australia article highlighting why 2023 was going to be a big year for the out-of-home industry. Below is a summary of her thoughts on a recent HBR piece highlighting marketers' change in channels.
Harvard Business Review recently highlighted why marketers are returning to traditional advertising, such as OOH
The HBR found that consumer-facing brands are leading the shift in marketing channel changes, with service based companies predicted to have the largest increase in spending
Online based companies that earn their sales via online channels are actually leading this trend
HBR's seven key drivers for marketers change in appetite
Brands are drowning in digital clutter
Traditional channels are trusted more by consumers
Third-party cookies are in decline
Podcasts popularity
Digital technology has amplified traditional channels (such as DOOH & QR codes)
Environmental contextual advertising has been refined
Marketers are more aware of ad fraud and digitals effectiveness
The following five factors are Essie Wake's personal thoughts on why marketers are making the switch back to traditional platforms
Marketing dollars will be too tight to waste
TV audiences are declining
One-to-many channels have lower environmental impact
Programmatic DOOH expected to double
Data strategies and closing the attribution loop
"I believe the points above amplify the significance of public screens in 2023 and beyond. From where I’m standing, there are many good reasons to be optimistic and excited about Out-of-Home."
Our Thoughts:
A lot of people in the OOH industry have had the same thoughts and ideas as both Essie ad the Harvard Business Review, and it's always encouraging to hear these things echoed back to us.
The biggest points that we like to hear and encourage are that digital technology is being used to amplify and improve traditional channels & that these more traditional channels are seen as premium and more trusted by consumers.
We're sure many of you have noticed a lot of the above-mentioned shifts and trends, indicating a big 2023 and beyond for the OOH industry.
Shopper Growth Continues With "The District" Network 🛍️
Source: Shopper
Quick Breakdown:
The District, Docklands, is the latest precinct to join Shoppers ever growing network
Shopper will be able to provide brands and retailers the opportunity to engage shoppers with advertising campaigns
The District is a mixed-use precinct located on the fringe of the Melbourne CBD and offers a range of entertainment and shopping destinations including O'Brien Icehouse, Hoyts, Imaginaria, Woolworths, Dan Murphy's and an extensive selection of dining options and other daily needs
"The addition of the digital advertising throughout our laneways not only adds a new dynamic element to The District’s experience, but it’s also the perfect channel for brands to tap into at the point of sale to help drive sales.”
Our Thoughts:
Even though Shopper has been acquired by Cartology, they did say they would continue operations as normal and that seems to be the case with their network's continued growth.
Docklands is a high-footfall area and it's no surprise to see a network provider like Shopper score this contract. It'll be interesting to not only see the size of the network, but the types of campaigns that are shown here.
The District isn't just a generic shopping centre, it has a large emphasis on being an experiential shopping experience, so hopefully, the campaigns reflect this in some way.
This Week's Top Global Stories 🌎
Hivestack & RE/MAX Launch Worlds First Programmatic Anamorphic Campaign In South Africa 🇿🇦
Source: Hivestack
Quick Breakdown:
Hivestack have successfully delivered the world's first anamorphic programmatic DOOH campaign
The campaign was an activation for RE/MAX in South Africa and was shown at Victoria & Alfred Waterfront in Cape Town via Innovocean
RE/MAX activated this anamorphic campaign via a PMP deal
Mark1 (RE/MAX marketing agency) was able to make use of Hivestacks dashboard to upload and control campaign content and target the correct audience
Innovocean is one of the largest DOOH providers in South Africa and is integrated with Hivestack's SSP
By making use of Hivestack and other software, Innovocean & Mark1 had a range of verification data and could accurately measure the success of the campaign, something that has never been done in South Africa before
"We are very proud to have been selected as the partner of choice for the innovative anamorphic 3D video campaign for RE/MAX in South Africa which marks a seminal moment in time for our business and the DOOH channel at large being both a global and industry first for programmatic DOOH."
Our Thoughts:
We keep saying it because it's true, programmatic advertising is the future and direction that the digital signage industry is taking - what we didn't fully expect was combining it with anamorphic 3D creatives.
It makes sense that Hivestack is capable of powering this activation, I think we just get used to the DOOH providers supporting the advertisers with creative services here in Australia.
Brands will hopefully see this advancement and realise that they too could easily make a massive impact with anamorphic creatives and programmatic DOOH.
Seedooh Breaks Into Europe 🇪🇺
Source: Seedooh
Quick Breakdown:
Seedooh has partnered with Executive Channel Network (ECN) to provide independent verification across their network
ECN is a DOOH office media publisher with a network over 530 screens strong across Germany, France & the UK
With this partnership, ECN will be able to take full advantage of Seedooh's independent, best-practice verification of campaign delivery
Seedooh automatically measures and reports every play of every message, across the entire network
ECN will be the first European DOOH publisher to make use of the Seedooh platform
“ECN’s decision to enable our robust solution for their European advertisers, demonstrates true leadership in markets where DOOH verification has not traditionally been available at scale for advertisers."
Our Thoughts:
Third-party verification of campaign plays has been a big talking point in the industry, especially here in the ANZ market - hence the rise of platforms like Veridooh and Seedooh.
The European market may have been a bit slower to pick up on this trend and provide this service to advertisers, but they're now starting to test the waters. As a part of third-party verification, standardisation of metrics and measurement has also been a big part of the conversation here, so it'll be interesting to see how the EU market takes this into consideration.
StackAdapt + Adsquare Provide Footfall Measurement Solution 👣
Source: Business Wire
Quick Breakdown:
StackAdapt & Adsquare have deepened their partnership to include a footfall measurement solution and global audience targeting segments
Adsquare utilises background location data from SDKs that enables advertisers to measure foot traffic in specific locations at specific times
This technology and data allows advertisers to gain a focused methodology that crucially takes into account both accuracy and volume simultaneously
The partnership between Adsquare and StackAdapt allows international clients to make use of footfall measurement attribution as a new KPI via the StackAdapt platform
"Now that the company has grown our relationship with Adsquare, we’ve improved our offerings by adding the capability for users in EMEA and APAC to conduct footfall measurement attribution and measure in-person visits as a new KPI through the StackAdapt platform.”
Our Thoughts:
Measurement of audiences is a huge part of DOOH, and has always been one of the reasons why marketers can be a bit hesitant to pull the trigger and dive into the channel. StackAdapt and Adsquare are attempting to bridge this gap and provide advertisers with information about the audiences that see specific installations.
Creating a more reliable and standardised advertising channel will have huge benefits for everyone in the DOOH space - it's in everyone's best interest to continue improving and working together to create this standardisation that advertisers need.
Featured Creative 🎨🍸 - Hyper & Liquorland Retail Media Network Launch Event
Recently, over in New Zealand Hyper and Liquorland launched their retail media network, and did so with a launch event. At the event, they made use of some of the new digital signage screens that would be installed on location to show some examples of advertisements, along with some benefits of DOOH as a marketing channel.
They've got our featured creative of the week due to the use of the platform to show those in attendance what a DOOH retail media network could look like, along with what it is capable of doing for brands.
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 👀