2022 Confirmed to be a massive year for D/OOH, OMA launch a massive community focused campaign, trouble in LA over proposed billboards + more

DOOH Community is your fortnightly wrap-up of all things digital out-of-home, buckle up and let's get started!

This Weeks Top ANZ Stories 🥝 🦘

• oOh! Roadside Growth 🚙

• $3 Million Healthy Eating Campaign via OMA 🍅

• 2022 Ends With Massive OOH Revenue 🤑

oOh! Roadside Growth 🚙

Source: oOh! Media

Quick Breakdown:

• oOh! Media will now represent 17 of EiMedia's roadside digital billboards

• This agreement means that from the 1st of February oOh! Media will begin selling the screen inventory

• With this partnership oOh! remains one of the top DOOH players in the country

• EiMedia's screens are strategically placed on routes including the M4 at Greystanes, the M7 at Horsley Park, and the Great Western Highway at Eastern Creek.

• The agreement between EiMedia and oOh! is long-term and key to both company's continued growth

Our Thoughts:

With this sales relationship, both EiMedia and oOh! Media end up winning - EiMedia doesn't have to try and sell screen inventory, and oOh! gets to offer more screens as part of their network!

We're wondering if maybe this will be a big year of acquisitions for oOh!, they're one of the biggest D/OOH players here in the ANZ region and have a heap of experience growing networks.

With oOh! at the centre of the sales side, these DOOH providers can hopefully focus on other aspects of the business/industry such as measurement features and data inputs.

$3 Million Healthy Eating Campaign via OMA 🍅

Source: OMA

Quick Breakdown:

• Starting on the 29th of January the OMA have launched its Healthy Returns campaign

• The campaign will run for four weeks, until the 25th of February

• This is a partnership between Health and Wellbeing Queensland, Nutrition Australia, and the OMA

• The Healthy Returns campaign is aimed at acknowledging and addressing obesity in Australia, along with motivating Australians to eat more vegetables

• As the school year is just beginning this is doubly important as 1 in 4 kids between 5-14 are overweight or obese due to a poor diet

• Health Returns main message is for Australians to ‘buy in season for healthy returns’.

• Some of Australia's leading chefs are also involved with this campaign, offering veggie-based recipes that can feed the whole family

• Healthy Returns is a direct response to a report outlining:

  • 91 per cent of Australians are not consuming the recommended 5+ servings of vegetables per day

  • One in four Aussies admit to only eating a single serve of vegetables per day

  • Only 9 per cent of children (aged 2 - 17 years) eat enough vegetables to nourish their growing bodies

• The OMA has also launched a world-first National Health and Wellbeing Policy that restricts the placement of unhealthy food and drink advertising near schools

• oOh! Media's content arm, POLY, are behind the creative execution of the Healthy Returns campaign

• This campaign can be seen across a range of OMA member's screens, as well as in-store at Woolworths and online at nine.com.au, realestate.com.au, The Guardian Australia and across the Yahoo! network

• The entire campaign is valued at over $3 million, with OMA members donating screen inventory to make this possible

Our Thoughts:

Obesity is a rising problem in Australia, and it's great to see the industry take action, and in a multitude of ways nonetheless! Not only is there going to be informative and inspirational content, but the OMA also continues to enforce is National Health and Wellbeing Policy.

Education is one of the biggest hurdles when trying to get viewers to change, so informing Australian's about the importance of eating well and how they can do so is a great way to champion change!

Campaigns like this also help the industry as viewers see signage being used for more than just pushing advertising, it can be a great tool for the community at no cost to them!

2022 Ends With Massive OOH Revenue 🤑

Source: OMA

Quick Breakdown:

• Australia's out-of-home revenue reached over $1 billion in 2022

• This is an increased of 27.6% from 2021, which saw $831.1 million

• Q4 2022 was up 30.2% over Q4 of 2021

• The Q4 revenue for 2022 was up 4.1% on 2019 and is the first quarter to exceed pre-pandemic sales

• DOOH accounts for 64.1% of the years revenue, an increase over the previous year in which 58.9% of revenue came from DOOH

• The OOH industry is predicted to hit a compound growth rate of 9% in the next four years

• 2022 contained improvements for the OOH industry, including the launch of the Neuro Impact Factor and other planning and buying tools

• This year will see the release of an industry Impression Multiplier, making it easer to transact programmatically

• Looking forward, 2024 will see the release of MOVE 2.0

Our Thoughts:

It's official, nature is healing, D/OOH has returned and will only continue to sky rocket and smash pre-pandemic levels in 2023!

Seriously though, it's great to see the industry heading in the direction it was before the pandemic hit hard. Whilst there is still the threat of a recession looming, this year looks promising for technological and industry focused evolutions.

Even if revenue doesn't increase as much this year, the changes to things like MOVE and NIF, along with the increasing adoption and usage of dynamic content show that the industry isn't slowing down.

This Week's Top Global Stories 🌎

• Broadsign Thoughts On APAC 2023 💡

• LA Citizens Protesting New Digital Billboards 🪧

Broadsign Thoughts On APAC 2023 💡

Source: Broadsign

Quick Breakdown:

Remi Roques, the APAC GM at Broadsign was featured in their in-house Executive Insights series and outlined some of his thoughts about the D/OOH industry for 2023 in the APAC region

• In 2023, the APAC region is set to start recovering from the impact of COVID lockdowns as restrictions are easing

• Parts of Asia will be quick to innovate and launch more advanced DOOH networks, in particular, Hong Kong & Japan have already started

• Some of these innovations include dynamic content and audience-based targeting

• Anamorphic/3D billboards are also rising in popularity and more screens will likely be deployed to meet this demand

• Asia currently has no industry bodies to shape audience measurement standards across the region, which is causing brands and agencies to push for increased transparency

• It is likely that this push will result in some form of body being created, or at least the quality of data to improve, especially as more of these brands/agencies are launching programmatic campaigns

• In Australia and New Zealand, data verification and cyber security are of increasing importance and demand

Our Thoughts:

When it comes to DOOH, the APAC region is generally ahead in terms of technological adoption. For example, anamorphic creatives, which have been hugely popular in Japan.

It's no surprise that the past couple of years lead to a slow down in new technology and a lack of programmatic adoption and measurement standardisation. Restrictions around COVID where tight after all.

But now, as these restrictions have started to ease, it's exciting to see how the region grows, and we can't wait to see how they improve and adapt technology and process the rest of the world has been working on.

LA Citizens Protesting New Digital Billboards 🪧

Source: LA Times

Quick Breakdown:

• The Metropolitan Transportation Authority in Los Angeles plans to have 93 digital billboards installed

• These installations have already been approved by Metro's board of directors

• This project has been advertised as a way to make traffic move smoothly by providing drivers with relevant information such as alerts and bottlenecks

• It is also estimated to generate $500 million USD over 20 years

• These screens would operate on an 8 slot loop, with 7 slots being for advertising

• This advertising revenue would be split 50-50 with the City of LA

• Critics of the new installations claim that these new signs will be too large (48 feet/~14 meter wide) and cause more accidents

• As part of these new installations, for every 1 square foot of digital signage implemented, 2 square feet of static signage will be removed

Our Thoughts:

A 90+ digital billboard installation is a massive undertaking, but as it continues to become more affordable and profitable, we're sure to see more and more companies invest in and launch their own networks.

It does make sense that citizens of LA would be against these installations, but the MTA is committed to ensuring that old static sites are removed and that other issues are addressed (such as light pollution and potential for distraction).

The MTA will be able to generate a huge amount of revenue with these screens, and hopefully they reinvest this money in things like upgrading stations & bus stops, along with reducing the cost for public transport.

Featured Creative 🎨 🐕 - LUMO & Partners "Too hot to trot"

LUMO and a range of partners, Southern Cross Pet Insurance, MBM & TBWA worked together to design a creative that helps inform pet owners and prevent heat exhaustion in dogs.

Billboards around NZ had this creative displayed, which took in weather information and displayed the local temperature. If the temperature was too high for dogs to be walked, the creative would change to the "Too hot to trot". If dogs were okay to be out and about, it would change to "Cool to go walkies".

We always talk about 3D anamorphic creatives, but dynamic content that takes in external information/data is just as impressive and leads to some cool creatives like this one.

Let us know if you've got any hot tips or scoops like these you want us to share with the DOOH Community