DOOH Community Issue #3

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 🥇🥈🥉

• JCDecaux New Zealand Releases Latest IRIS Audience Research 👨‍🔬

• PwC Media Predict Market Growth To Slow 📉

• oOh! Keeps Building In Queensland 🏗

• VMO Has A New Programmatic Director 🎉

JCDecaux New Zealand Releases Latest IRIS Audience Research 👨‍🔬

Source: B&T

Quick Breakdown:

• JCDecaux New Zealand released their latest IRIS audience research, which highlighted a reduction in disposable income resulting in grocery shopping spending cuts

• These spending cuts can basically be defined as luxury vs necessity

• JCDecaux New Zealand found that 83% of participants felt that brands who advertise on large formats are high quality brands

• Brands that are believed to be high quality avoid price sensitivity and replacement

• This IRIS audience research report makes it clear that brands should focus on product benefits via out-of-home advertising

Our Thoughts:

This IRIS report by JCDecaux confirms what a lot of people already suspected. There is a recession, and it's starting to impact all aspects of marketing and advertising.

What is reassuring, is knowing that by advertising on DOOH/OOH channels, brands will be seen as "high quality", and avoid price movement and replacement.

It's always nice to see quantifiable evidence that supports your thoughts and opinions on the industry. 

PwC Media Predict Market Growth To Slow 📉

Source: PwC

Quick Breakdown:

• PwC Media released their Australian Entertainment & Media Outlook 2022-2026 report

• The second half of 2021 saw an acceleration in advertising spent, likely due to restrictions easing

• Ad spend is expected to grow 8.3% to $21.5 billion in 2022

• From 2023 until 2026, ad spend growth is expected to slow down to 4.5% per year

• This still amounts to $7.32 billion more in 2026 than pre-pandemic

• Digital out-of-home is growing and actually balancing out traditional OOH's decline

• DOOH is expected to continue to grow at a rate of 10.3% per year, whilst traditional OOH is expected to fall 1.5% per year (until 2026)

Our Thoughts:

It's not a surprise to see the trends that PwC have outlined. The pandemic rocked the DOOH/OOH world, with reduced spending during lockdowns, and a massive ramp-up with restrictions easing. 

It's exciting and comforting to see that even with a recession looming and other macroeconomic factors in play that the industry will continue to grow. 

Brands and companies are taking advantage of DOOH's benefits and omnichannel marketing approaches, even with reduced spend, we're seeing a bigger slice of the total pie.

oOh! Keeps Building In Queensland 🏗

Source: oOh!

Quick Breakdown:

• oOh! has continued expanding its exclusivity agreement with McConaghy Properties, adding Westlands Roma and Kingaroy Shoppingworld centres

• The current locations in this portfolio include Castletown Shoppingworld Townsville, Lismore Shopping Square, Toowoomba Plaza and The Ridge Toowoomba

• All of the above have also been renewed and are transitioning to a fully digital network

• oOh!'s Queensland dominance is further reinforced by its long-term renewal of Underwood Marketplace which will be fully digitised and is an oOh! exclusive location

• Other shopping centres that have been renewed are Raintrees Shopping Centre, My Centre and Southport Park Shopping Centre

• oOh!'s out-of-home network now covers over 500 shopping centres around Australia

Our Thoughts:

oOh! is one of the powerhouses of the DOOH industry here in Australia, and it's great to see their continued growth. A rising tide lifts all ships after all, and with more retailers adopting DOOH and digitising their spaces, we all win.

It'll be exciting to see what changes oOh! make to these spaces and the campaigns that are shown.

VMO Has A New Programmatic Director 🎉

Source: Val Morgan Outdoor

Quick Breakdown:

• Val Morgan Outdoor (VMO) have appointed Sabarish Chirakkal as their programmatic director

• Sabarish has over 10 years experience in the programmatic space in both ANZ and SEA

• Sabarish was previously at The Guardian and oversaw the implementation of their programmatic sales strategy

Our Thoughts:

Whilst Sabarish may not be a DOOH industry native, he has a tonne of experience in the programmatic space.

With the growing presence of programmatic in our industry, we're excited to see how those with experience can help shape the future of pDOOH and the AdTech industry as a whole!

Congratulations Sabarish, and good luck with everything at VMO.

This Week's Top Global Stories 🌎

• AdQuick Goes Global 🛫

• The OOH Market During Recession 📉

• Broadsign Have Launched Broadsign Reach Header Bidder 🚨

AdQuick Goes Global 🛫

Source: Media4Growth

Quick Breakdown:

• AdQuick have announced that they have 22 new international partnerhsips

• In the same media release, they've stated their on track to 2x their international bookings from last year

• Their partnerships include the following company's:

  • JCDecaux

  • Hivestack

  • VIOOH

  • Outfront Canada

  • Clear Channel Outdoor France & Clear Channel Outdoor UK

  • Global & Dax

  • Liveboard

  • Elonex

  • London City Airport

  • Pattison Outdoor Advertising

  • Astral Out of Home

Our Thoughts:

AdQuick are working hard to become a household name in the OOH industry, and by partnering with some of the biggest DOOH brands they're on the right track.

They've done some impressive work so far, lets's see if they can continue this hot streak and walk the walk.

(Adrian Cotterill, Editor-in-Chief of DailyDOOH had something to say about the wording of their press release)

The OOH Market During Recession 🔻

Source: Billboard Insider

Quick Breakdown:

• Billboard Insider have released some figures and speculations about the success of the OOH industry in the US during a recession

• 1992 Recession, OOH revenue dropped by 3.3% (recovered within a year)

• 2001 Recession, OOH revenue dropped by 0.8% (recovered within a year)

• 2009 Recession, OOH revenue dropped by 19.2% (multi year recovery period)

• 2020 Recession, OOH revenue dropped by 29.0% (still in multi year recovery period)

• The current/next recession will likely have mild/light impact on OOH - according to Billboard Insider

• Mobile & Place based OOH will be impacted the most, with Roadside being impacted the least

• National advertising campaigns are most likely to be cut, whilst local campaigns will likely remain strong

Our Thoughts:

Taking these stats alone could cause a bit of panic, but as we've seen in other articles above, it's not all doom & gloom for the OOH industry this recession. Many brands will still be advertising with billboards, and as Billboard Insider explains, it's most likely the impact will be light. 

The national campaigns we're used to seeing at the moment are likely to reduce, but this gives more room for local advertisers and campaigns.

As always, this is just speculation - we won't know what happens until it does!

Broadsign Reach Header Bidder Now Available 🚨

Source: Broadsign

Quick Breakdown:

• Broadsign have launched Broadsign Reach Header Bidding, allowing Broadsign Reach users to manage programmatic bids from multiple third-party SSPs

• Broadsign claims that header bidding will help maximise yield value, increase fill rates and simplify AdOps

• Before Broadsign Rach Header Bidder, media owners had to dedicate specific slots within a loop to specific SSPs, usually via HTML packages

• The closed beta for this program was held in North America, Europe and Australia

• Broadsign Reach Header Bidder is available now, at no additional cost

Our Thoughts:

This is huge news for the DOOH industry, and a feature many have been waiting a long time to see. Broadsign are making a step in the right direction by embracing programmatic and making it as easy as possible for those in AdOps.

Although the tools have been in beta we're still waiting on more usage before being able to evaluate Broadsign's claims on increased yield value and fill rates. 

We love programmatic, and can't wait to see how it's used going forward!

Featured Creative 🎨🇳🇿 - "Make The Internet Work For You" - MBIE

The New Zealand Ministry of Business, Innovation & Employment (MBIE) recently launched their "Make the internet work for you" campaign. 

These creatives are part of the bigger "Digital Boost" initiative, which aims to help small New Zealand businesses with digital tools and expertise. 

We love the way that Motion Sickness, the creative team behind this project, ensured that the digital billboards where near actual local businesses that lacked websites. 

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