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- Programmatic campaigns via QMS, interactive campaigns with POLY, tender won by JCDecaux and Veridooh's new partnership!
Programmatic campaigns via QMS, interactive campaigns with POLY, tender won by JCDecaux and Veridooh's new partnership!
DOOH Community Issue #31
DOOH Community
April 09, 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 🥝 🦘
Schwartz Media Launches Exclusive Programmatic Campaign Via QMS 🗞️
Source: QMS
Quick Breakdown:
QMS and Schwartz Media have announced their partnership to bring the newspaper publisher to DOOH screens
Schwartz Media, publishers of The Monthly, The Saturday Paper, and 7am will be running a programmatic campaign for the rest of 2023
This campaign will utilise QMS' programmatic DOOH solution to promote both The Saturday Paper and The Monthly
Included locations include the City of Sydney network, as well as large format screens in both Melbourne and Canberra
This is the first time QMS has run a campaign built to optimise connection with an educated and professional audience
Schwartz Media have also indicated that this is just the beginning of their OOH marketing, and plan to make OOH a regular part of their marketing mix
“We are thrilled to work with a premium publisher like Schwartz Media on this long-term campaign. It is a privilege to deliver the first pDOOH campaign of its kind that is built to optimise connection with more educated and professional audiences like that of The Saturday Paper and The Monthly across our network."
Our Thoughts:
It's exciting to see a publisher like Schwartz Media making the most of a one-to-many platform like programmatic DOOH. They're not just testing the waters, they're diving in head first, and it's great to see!
Creating a dynamic campaign that focuses on a specific segment in these populated areas is a great way to reach a new audience. Hopefully the campaign features more than just Schwartz Media marketing material and includes things like relevant news, weather, sports, and more.
Veridooh & iQOOH Join Forces 🤝
Source: AdNews
Quick Breakdown:
Australian-based third-party verification provider, Veridooh, has launched another UK-based media owner partnership, this time with iQOOH
Through this partnership, all iQOOH advertisers will be able to independently track and measure their campaigns
iQOOH is a new player in the space, starting up in 2022 by Tim de Monte and David Peters, with plans to have a network of over 400 large-format screens across the UK
The team at iQOOH believe in creating an accountable and transparent network
Their aim is to help advertisers see how campaigns are performing to better understand the value OOH brings to their brand
"Since launching into the UK last year, we’ve seen strong interest from local advertisers in independent verification so it’s great to work with local media owners and provide our solution to more brands.”
Our Thoughts:
Independent thoughts on the story
JCDecaux Wins Competitive Adelaide Airport Tender 🛬
Source: JCDecaux Australia
Quick Breakdown:
JCDecaux Australia has won the highly competitive Adelaide and Parafield Airports tender (AAL)
This makes JCDecaux the exclusive advertising partner across in-terminal and roadside opportunities, across both airports
These 2 additions bring JCDecaux's ANZ AIRPORT portfolio to include Perth, Sydney, Auckland, Christchurch and Queenstown, providing a massive airport network to advertisers
The Adelaide and Parafield airport precincts have seen continued growth, in particular with the expansion of both domestic and international terminals
JCDecaux will also be responsible for a full refresh of the exisiting assets, as well as three new large format external billboards
This network will also support programmatic DOOH via VIOOH, and be supported with JCDecaux's proprietary Airport Audience Measurement System (AAM)
"This win uniquely positions JCDecaux to deliver a seamless customer experience throughout Adelaide Airport connecting with travellers at every touchpoint of their airport terminal journey."
Our Thoughts:
Airport networks are extremely valuable in the OOH industry, especially in the ANZ region, and even more so with recent insights revealing how valuable they are to advertisers. They're premium locations that have a big impact on viewer behaviour!
This is an important contract as it will ensure that not only existing screens are operational, but that they are upgraded. It's also great to hear that new roadside screens will be installed.
POLY Launches Interactive AFL Campaign 🏉
Source: oOh!
Quick Breakdown:
POLY, the creative and innovation hub from oOh! have helped kick the AFL season off with a bang
The launch of their latest campaign, "Team Colour Takeover" is an interactive DOOH experience that anyone can participate in
To celebrate the 2023 season, AFL and POLY partnered to launch an innovative campaign that gets fans involved
Whilst the campaign is running, anyone with a smartphone can scan a QR code and be taken to a microsite and directly change which AFL team appears on the screen, creating a fun game anyone can take part in
This is just part of a larger partnership between the AFL and oOh!, and follows on from two massive creative campaigns from last year
2022 Toyota AFL Final Series, with 8 flags that changed depending on who lost
Live Scores, when videos, news, and photos from the finals was broadcast across the network
“We’ve combined the concepts used to deliver real-time live game scores from the AFL finals and the Australian Open, but the key evolution here is that AFL fans can influence what happens on our screens in real time. We are delivering this fun, competitive experience at scale and speed, whilst still maintaining oOh’s high level of brand safety.”
Our Thoughts:
We love seeing what the team at POLY cook up, they always smash it out of the park and really showcase the best of DOOH's capabilities. This is a great way for the fans to get involved and support their team.
It also shows how DOOH can be an asset for businesses, and not just something that displays advertising content. Plus, if advertisers can create similar content, they'll generate huge returns on investment.
We're keen to see what POLY and AFL launch next!
Top Global Stories 🌎
US OOH Revenue Hits $8.6 billion ($12.7 billion AUD) 💰
OAAA
Source: Newswire
Quick Breakdown:
According to the Out of Home Advertising Association of America, OOH advertising revenue increased 20.7% in 2022 compared to 2021
This is a total of $8.6 billion of revenue for the industry, beating the previous record which was set in 2019
Digital OOH was the key driver for 2022, growing over 24.2% compared to 2021, the second consecutive year DOOH grew over 20%
All four catagories of OOH experienced double-digit growth (Billboards, Street Furniture, Transit, and Place-Based.)
Fourth quarter OOH revenue increased 8.4%, with DOOH growing 30.5% in the same period
"Out of home has hit a new revenue high – one we weren't projected to reach until 2025 due to the impact of the pandemic, I credit this milestone to brands and media buyers recognizing OOH's power as a creative platform on national, regional, and hyperlocal levels."
Our Thoughts:
The US OOH market is massive, both in terms of revenue and screen count - but improved revenue in the double digits is always impressive. Especially as it beat so many predictions and expectations.
D/OOH really is on the rise across the globe, and brands are starting to understand that by adding D/OOH to their marketing stack, they'll see massive returns they couldn't find elsewhere.
Featured Creative 🎨🥤 - Anamorphic Coca-Cola Ad Breaches Real World
Coca-Cola has bridged the gap between physical and digital with one of its latest campaigns at São Paulo’s Guarulhos International Airport. Johannes Vermeer's "Girl With A Pearl Earring" can be found handing out cokes to passersby.
The campaign involves a 3D creative of the famous painting and combines it with a nearby vending machine to provide an awesome experience.
We love seeing 3D creatives, and we love seeing interactive elements to DOOH, so it's a no-brainer that we would love something like this!
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