- DOOH Community
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- Veridooh growth, OMA award winners, Neuro-Insight reports x2, new OOHMAA members & so much more 🤩
Veridooh growth, OMA award winners, Neuro-Insight reports x2, new OOHMAA members & so much more 🤩
DOOH Community Issue #29
DOOH Community
March 12, 2023
DOOH Community is your fortnightly wrap-up of all things digital out-of-home, buckle up and let's get started!
Top ANZ Stories 🥝 🦘
The OMA Announces Winners 🥇
Source: Outdoor Media Association
Quick Breakdown:
The 2022 Creative Collection competition Grand Prix winners have been announced
Subway's Beyond Big campaign has taken home first place, showcasing outstanding creativity
This is the culmination of 4 smaller quarterly competitions, with over 20 campaigns in the running
At the same time the OMA has announced the Q4 2022 Creative Collection winners
The winner for Best Use of Digital was South Australian Tourism Commission's For those who want a little more campaign
The Honourable Mention for the same category was BMW's X-Range campaign
The Out of Home for Good winner was RSL Australia's Remember to Remember, Remembrance Day campaign
“The South Australian Tourism Commission cut through to distracted commuters with a full motion shark-diving video that created emotion and excitement. A great example of the impact good OOH can have.”
Our Thoughts:
The Creative Collection competition is run every year and broken up by quarters, it's a great way to see how the D/OOH medium is being used by creatives to leave an impact. It also helps us see what is popular among people in the industry and not just what we enjoy seeing.
Congratulations to the winners, there were a few more but the categories aren't related to DOOH so we've left them out - you can check them out at the link below though!
We're keen to see this year's entrants and winners to see which way the industry is heading - we have a feeling dynamic or anamorphic content might win the overall competition this year!
Veridooh Continues To Grow 🌱
Sources:
Quick Breakdown:
Veridooh has continued its international expansion efforts in both New Zealand and the UK
4 media owners now have access to Veridooh's SmartCreative technology
JCDecaux New Zealand, Vast Billboards, and Mediaworks have all been onboarded to the Veridooh verification platform
Clients of these 3 New Zealand media owners will all have access to Veridooh's platform to verify plays on digital, static and programmatic campaigns
Alongside the above, London Lites in the UK will also offer their clients independent verification via Veridooh
35 of London Lites LED screens in Central London locations will be supported
The clients of all 4 media owners will be able to access over 400 different measurement metrics via the Veridooh dashboard
Veridooh have also appointed Kate Crook as Group Sales Lead here in Australia
Crook has previously worked at Shopper, JCDecaux & Scentre
Her focus will be on better servicing agencies and brands across VIC, QLD, SA and WA
Our Thoughts:
It feels like every other week we're reporting on Veridooh's growth, which is awesome to see. We love seeing an Aussie adtech company grow!
Congrats to the team for continuing to expand overseas and getting such big-name media owners on board with third-party verification. Also a big congratulations to Kate Crook for her new role, we're sure you'll have a great time!
GO Media & HYPER Join OOHMAA
Source: OOHMAA
Quick Breakdown:
GO Media and HYPER have both joined New Zealand's industry body, the Out of Home Media Association of Aotearoa
This brings the OOHMAA to a total of 10 media owner members
Both GO Media and HYPER have seen explosive growth in the past 12 months and see the potential for continued growth in the D/OOH industry
Go Media and HYPER are both excited to share their input and be part of an organisation that helps the sector grow
The OOHMAA acknowledges that the key to achieve maximum growth and potential is by creating an inclusive industry with strong relationships between companies
“We expect the next few years will throw up several challenges for the entire advertising industry, and having GO Media and HYPER join our experienced Board and members to work towards future-proofing our industry feels incredibly positive”
Our Thoughts:
The D/OOH industry is seeing massive growth in NZ, and with that comes the need for organisations to have some sort of governing body. It keeps the industry accountable and allows advertisers to know they're getting a level of standardisation, which is always a plus.
We're keen to see the OOHMAA, GO Media and HYPER all continue to grow, this year is shaping up to be massive for DOOH in New Zealand!
JCDecaux & Neuro-Insight Reveal Insight 🧠
Source: JCDecaux New Zealand
Quick Breakdown:
JCDecaux New Zealand and neuroscience research company Neuro-Insight have revealed their findings in relation to advertising in airports
The Airport Mindset Study was conducted late 2022 with the aim of understanding passengers mindset during the typical experience - in particular, how JCDecaux AIRPORT touchpoints influence these passengers
It was found that travellers are much more receptive to advertising due to the uniqueness of the experience, space and emotional intensity of air travel
Memory encoding at airports is comparable to that of other media channels that Neuro-Insight have studied
The study also observed a unique neuro-state during the experience of changing between detailed memory encoding - capturing microelements such as facts, details, words or price - along with global memory encoding - capturing macro elements such as meaning, connotation and feelings
JCDecaux New Zealand have said that these findings will be valuable for advertisers
There where 4 key implications for brands:
Airport touchpoints over-deliver memory encoding, building mental availability for brands and driving future consumer behaviour
A combination of different airport assets delivers versatility in memory encoding bias reflecting the unique neural-state of the journey
Key airport touchpoints produce high emotional intensity which, when taken advantage of, will drive stronger detail and deeper connections for brands
Brands that use external Large Format assets create more mental availability and this is likely to enable the subconscious to process the creative within the terminal quicker
"Using creative that has a mixture of imagery, faces and text, will enhance effectiveness of airport advertising as the brain switches between detailed and global memory encoding."
Our Thoughts:
Getting information like this is great for brands and advertisers looking to have the biggest impact and draw more attention. D/OOH in airports isn't anything new, but with this information available we will likely see more brands advertising in that space.
The fact that both detail and global memory encoding are done when in airports is a really important detail. It reveals that D/OOH ads in this environment are great for omnichannel campaigns.
Understanding more about both conscious and unconscious behaviours is important for the D/OOH industry and it's great to see JCDecaux sharing some of the results of their study.
QMS City of Sydney Studied By Neuro-Insight 🤓
Source: QMS
Quick Breakdown:
QMS partnered with Neuro-Insight to have their City of Sydney DOOH network studied and have released some of the results
The study aimed to understand the impact and effectiveness of the City of Sydney digital street furniture network
The network produces greater impact and efficacy among audiences and revealed that long-term memory encoding was 24% above Neuro-Insight global benchmarks
Comparing this new network to the previous street furniture one, long-term memory encoding increased further to 26%
This study also found that the design of the furniture created a strong "desirability" among consumers - again higher than global benchmarks
The CEO of Neuro-Insigh highlighted that this desirability reflects the unique qualities of the furniture and amenities delivered by the network
This marks the fifth joint study by QMS & Neuro-Insight
“With this robust study, we now have scientific proof that our world-class, architecturally-designed network can help advertisers reach and impact what is arguably the most sought after audiences in Australia like never before.”
Our Thoughts:
This study really goes to show that DOOH assets don't just have to be billboards or freestanding signs. It's really interesting to see how street furniture and other amenities can be used to provide a valuable service and serve digital advertising.
We're curious to see if any other media owners start to implement street furniture as part of their services after seeing this news. Who knows, maybe the future will have more signage on seats and toilets!
Top Global Stories 🌎
Winkel & Hivestack Partnership 🤝
Source: Hivestack
Quick Breakdown:
Hivestack has partnered with one of Latin America's biggest DOOH media owners, Winkel Media
Winkel have over 5,000 screens across Mexico, Peru, Colombia and Ecuador, reaching over 3 million people a month, across 500 stores
This partnership will allow Winkel screen inventory to be bought and sold via Hivestacks SSP
Advertisers across the globe will have direct access to a massive Latin American audience both programmatically and via private marketplace deals
Winkel's screens are strategically placed in close proximity to points of sale and are strategically implemented with the help of AI and data to deliver impactful and measurable campaigns
“Winkel Media´s main objective for 2022-2023 is to become the most relevant Programmatic DOOH player in Latin America by offering a 5,000 plus in-store screen ad network in the most relevant channel for most large CPG brands. We believe our partnership with Hivestack is the first step to making that happen.”
Our Thoughts:
It's great to see programmatic DOOH continue to pick up across the globe, especially at such scale. Winkel has over 5,000 screens that advertisers can now buy programmatically, that's a massive number.
The more that these large media owners adopt and implement programmatic advertising, the easier it becomes for brands to try D/OOH, and hopefully continue to use the medium.
Place Exchange Programmatic OOH Trends Report ✍️
Source: Place Exchange
Quick Breakdown:
Place Exchange have released their programmatic OOH trends report for 2022
Top 4 categories remained the same: Food/Drink, Health/Fitness, Personal Finance, and Tech/Computing
Advertiser categories with the highest growth: Shopping (183%), Personal Finance (144%), Careers (123%), Food/Drink (106%), Arts/Entertainment (69%), Health/Fitness (64%)
In terms of DOOH assets, Billboards, Screens/TVs, Display Panels and Kiosks continue to grow, programmatic screen count jumped 15% from H1 to H2 of 2022
The average CPM of programmatic inventory decreased slightly from $7.46 to $7.17
Video ads still make up the largest portion of spending, at 40%
75% of video programmatic ads are 15 seconds in length, with shorter videos starting to gain in share
Our Thoughts:
Place Exchange's report is jam-packed with info, about the state of programmatic, we recommend having a read of it yourself!
What we found most interesting was the decrease in average CPM for Office Building venues, at the start of 2022 it was sitting at $12, the highest - but by the end of 2022 it was back down to $7.41.
Featured Creative 🎨🍔 - McDonalds Food Truck Billboard
Continuing our latest personal trend of highlighting non-dynamic and non-anamorphic creatives, in this issue we're highlighting McDonalds' Sweden's Foodtruck Billboard.
It's a pretty simple idea, but has been executed well - add a couple of wheels to the bottom of a Clear Channel billboard, and hand out free Maccas. It's effective and looks good, not to mention is super original.
Check it out below!
Let us know if you've got any hot tips or scoops like these you want us to share with the DOOH Community