New DOOH events, OpenRTB integration, JCDecaux pulling a QMS, and that's just the tip of the iceberg!

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Sorry about going MIA last week, the team took some time off to recharge.

Don't worry, we're back this week with all your DOOH news!

This Weeks Top ANZ Stories 🥝 🦘

• Powering DOOH 2023 By The IAB & OMA 🇦🇺 🇳🇿

• JCDecaux Looking To Launch DOOH Payphones In Sydney ☎️

• oOh! Media Keeps VicTrack Network 🚃

Powering DOOH 2023 By The IAB & OMA 🇦🇺 🇳🇿

Source: OMA

Quick Breakdown:

• The Outdoor Media Association (OMA) have partnered with IAB Australia for a one-day conference dubbed "Powering DOOH 2023"

• The conference will be held on the 30th of March in 2023 and hosted in NSW, Australia

• Powering DOOH 2023 will focus on programmatic OOH, in particular how technical and practical content is used

• Not only is the conference focusing on programmatic DOOH content, but also offers strategic planning sessions

• Both the IAB and OMA found that whilst programmatic DOOH is seeing a large rate of adoption, there is also a gap in education for planning campaigns

Our Thoughts:

It's great to see more DOOH events in accessible locations, especially with such a big focus on educating the market. Programmatic is picking up a lot of steam and having an understanding of the planning and strategy involved will be key to successful campaigns.

It will be interesting to see the turnout and what is spoken about - hopefully the organisers reveal some of the key points and provide a recording of the event.

JCDecaux Looking To Launch DOOH Payphones In Sydney ☎️

Source: The Sydney Morning Herald

Quick Breakdown:

• JCDecaux have reportedly submitted a proposal to the City of Sydney to replace 38 of Telstra's payphones with their own "Smart City Payphone assets"

• These new payphones will be an upgrade to the exisiting ones, with USB charging ports, Wi-Fi and DOOH advertising screens

• It's worth noting that these proposed models will be 30% taller and wider, with the advertising area more than double

• QMS have recently been in the news and have had their latest installations in Sydney questioned, with the Lord Mayor reviewing the deployment due to the size of the screens

• This proposal is up for community comment due to this previous situation, until January 16th 2023

• JCDecaux claims that these installations will be pure upgrades of the 38 existing payphones, which have been in place since 1983

• Urbaine, JCDecaux's design consultants believe that these upgrades will have an increased visual impact of around 50% - however, Urbaine believes that these new designs are more appropriate for the urban environment

Our Thoughts:

The timing from JCDecaux is a bit strange, with the way that Sydney residents have been responding to QMS' recent installation. JCDecaux is also proposing much bigger DOOH assets.

It'll be interesting to see how the public responds, they have until the 16th of Jan to give any comments and thoughts, which we will likely see a lot of.

Hopefully, JCDecaux is able to get these plans approved, not only to create a bigger network, but also to provide some updated facilities like USB charging and Wi-Fi.

oOh! Media Keeps VicTrack Network 🚃

Source: oOh! Media

Quick Breakdown:

• oOh! Media and VicTrack have renewed their contract with a multi-year contract that includes new DOOH sites

• VicTrack owns Victoria's rail, transport, land and assets which includes a range of exisiting static OOH sites in Bendigo & Ballarat

• This contract will allow oOh! to digitise these sites and develop new locations across the state

• oOh! is currently deploying 5 new screens across freeways throughout the state this December

Our Thoughts:

oOh! Media have been continuing to grow their network across a range of industries, especially with public transport assets. They have screens in a range of places and really are living up to their goal of making brands truly unmissable.

We're excited to see how they continue to grow their network in the new year.

This Week's Top Global Stories 🌎

• DOOH Now Part Of OpenRTB 🤝

• South Africa Is Getting A Huge Solar-Powered DOOH Site ☀️

• Hivestack Goes Big In Korea 🇰🇷

DOOH Now Part Of OpenRTB 🤝

Source:

Quick Breakdown:

• DOOH advertising is now integrated as part of IAB's OpenRTB

• OpenRTB was originally built and launched before mass adoption of programmatic DOOH

• Now that programmatic DOOH has an increased presence, a custom implementation of OpenRTB has been finalised and launched

• Some of the differences between DOOH and other trading includes:

  • Multiple/Variable Impressions

  • Positioning

  • Private Networks/Geolocation Information

  • Non-Persistent Connections/Longer Than Real-Time Delays

  • Proprietary Device Attributes

  • Commercially Critical Ad Quality

• OpenRTB 2.x specification for standardising programmatic DOOH launched back in November

• The IAB partnered with a range of leading Trade Organisations, Publishers and AdTech companies to develop a common implementation of the OpenRTB methodology

Our Thoughts:

This is a big step for the entire DOOH industry, we've been big supporters of programmatic DOOH for a while (just look at any of our previous newsletters), but we're aware that there is a lack of standardisation.

With OpenRTB supporting programmatic DOOH and bringing a level of standardisation to the channel, we will likely see some changes across the industry. We'll also see more advertisers pick up programmatic DOOH as a result.

South Africa Is Getting A Huge Solar-Powered DOOH Site ☀️

Source: iAfrica

Quick Breakdown:

• South Africa's DOOH industry continues to grow, with Epic Outdoor announcing a new DOOH site on the N1 highway

• This new site is expected to be over 400m2 and the largest roadside billboard in South Africa

• Epic Outdoor's new screen will support deep motion and anamorphic content, along with specific sections of the screen being available separately

• South Africa is one of the fastest growing DOOH regions, with over 200 screens being installed in under 2 years

• This new screen is planned to be switch-on February 1st 2023

Our Thoughts:

Epic Outdoor is launching a massive screen in a region that is seeing explosive DOOH growth, and we can't wait to see which brands make use of the screen. It'll be interesting to see how brands interact as multiple brands can be displayed at the same time - hopefully we see some new and exciting content ideas.

Not only is the screen going to be enormous, but it's also in a prime location for travellers, who will have over 800m to see it. The original article also suggests that the location is notorious for congestion during peak hour traffic, meaning more viewers will have a chance to notice.

Hivestack Goes Big In Korea 🇰🇷

Source: Hivestack

Quick Breakdown:

• CJ CGV's DOOH inventory is now available for programmatic buys via the Hivestack SSP

• CJ CGV is South Korea's biggest media owner, their inventory includes the K-POP LIVE venue, the Gangnam area, as well as a range of networks including airports, stadiums, hotels, and more

• Samsung-dong, or the "Korean Time Square" is also home to CJ CGV screens, in fact, they own the maximum number

• This partnership marks Hivestack as CJ CGV's first programmatic partner, who plan to grow their network globally

• The South Korean DOOH advertising market is expected to hit 838 billion won, or about $950,055 AUD this year

Our Thoughts:

South Korea is known as a very technologically forward-thinking country, so it's no surprise to see one of the biggest media owners dive into the next step of DOOH with programmatic.

With such a large network leading the charge, it won't be long before the rest of the country's media owners follow suit and partner with their own programmatic partners.

Featured Creative 🎨🇩🇰 - First DeepScreen Campaign In The Nordics

Denmark's TV2 took to Ocean's DeepScreen technology at the Field's shopping centre with an ad for one of their Christmas special shows "Tinka og sjælens spejl".

The creative is anamorphic, and the reason it stood out to us was due to the use of real people. Most anamorphic content we've seen recently has been CGI and hasn't really made use of real people.

You check out the video over at Olle Olsson's LinkedIn.

Meme of the Week ☕️🧐

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