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- OOH revenue growth, oOh! announcements, ANZAC Day support, and more in this massive issue!
OOH revenue growth, oOh! announcements, ANZAC Day support, and more in this massive issue!
DOOH Community Issue #32
DOOH Community
April 23, 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 🥝 🦘
OMA Reports OOH Growth For Q1 📈
Source: Outdoor Media Association
Quick Breakdown:
The OMA released their industry report for Q1 of 2023
OOH industry saw an 11.8% increase over the same period last year, which is equal to $259.4 million, up from $232.1 million
As part of OOH revenue, DOOH made up 67.6%, an increase over last year where it accounted for 57.6%
The industry is projecting a compound growth rate of 9% over the next four years, whilst PwC has a more conservative projection
During Q1 the OMA has added 2 new members: Gawk, and S&J Media Group
The OMA's three major activities this quarter include:
Running the Healthy Returns OOH campaign
Launching the OOH Toolkit
Hosting Powering DOOH (in partnership with the IAB)
“Coming off the back of $1 billion in revenue in 2022, the sky is the limit for OOH and I look forward to leading the OMA and MOVE to drive this growth"
Our Thoughts:
It's not too surprising to see the D/OOH industry continue its growth, even during a slight economic downturn. Advertisers are experimenting with programmatic DOOH, and media owners are providing more unique content partnerships.
These things, plus the end of COVID, have been great for our industry, and whilst the lack of marketing spend is starting to show, D/OOH is the least impacted!
We're sure to see new records set in the very near future as programmatic continues to grow and brands start to make use of D/OOH in new, interesting ways.
oOh! Launches Reconciliation Action Plan 🎉
Source: oOh!
Quick Breakdown:
In oOh!'s journey to continue supporting First Nations people, they've announced the launch of their Reconciliation Action Plan (RAP)
Reflect RAP has been built with input and consultation from Two Point Co - a 100% Indigenous-owned consultancy
oOh!'s Reflect RAP outlines actions for increasing First Nations supplier diversity, improving Aboriginal and Torres Strait Islander recruitment, and establishing and strengthening relationships with First Nations stakeholders and organisations
Work is already underway to implement Reflect RAP, such as a formal community partnership with the GO Foundation
oOh! also commissioned emerging artist, GO Foundation alumni and Wiradjuri woman, Lua Pellegrini, to create a custom artwork, reflecting and highlighting oOh!’s purpose to make public spaces better
“This Reflect RAP enables oOh!media to deepen its understanding of its sphere of influence and the unique contribution it can make to lead progress across the five dimensions of reconciliation: race relations; equality and equity; institutional integrity; unity; and historical acceptance. Reconciliation Australia welcomes oOh! to the RAP program and we look forward to following its reconciliation journey in the years to come.”
Our Thoughts:
oOh!'s reconciliation plan is a great step towards providing a fair and equitable business for First Nations people, as a leader in the OOH space, we will hopefully continue to see the rest of the industry emulate and iterate on the plan.
It's commendable and well thought out to see oOh! take valuable input from Two-Point Co and their team of First Nations people to fully understand the issues they face and how the company can help address them at all levels.
B&T Delve Into OOH's Success 💰
Source: B&T
Quick Breakdown:
After February's SMI numbers revealed the state of the advertising industry, B&T investigated why OOH was one of the only sectors to see and increase in spend.
OOH spend was up 17.9% year-on-year in February, whilst the rest of the advertising industry was down
The spend didn't reach 2019 levels but was close, and is already above pre-COVID levels (for some months)
Nick Brignell, GroupM's general manager of Xaxis & speciality businesses believes that OOH continues to grow due to programmatic DOOH and better measurement
Rebecca Ho, Starcom’s Sydney head of investment points to the growth of smaller formats such as travel, auto and retailers as to why OOH is seeing growth. She also pointed to evolving technology such as anamorphic and dynamic creatives/campaigns
A big plus for OOH is the trust that brands have in the platform due to it exisiting in the physical world
For some, OOH might very well be the safety net they need during the current economic environment
“It’s no longer about having one creative on one billboard, it’s about creating an experience or a journey for the customer and storytelling.”
Our Thoughts:
The D/OOH industry seems to be insulated from the rest of the advertising industry at the moment as we continue to grow, where everyone else is seeing a decline. It's interesting to see those outside the industry notice this and dissect why it's happening.
A lot of the experts within our industry are pointing to the evolution of technology, such as programmatic capabilities & dynamic content. This is just one half of the puzzle, the other is the ease of buying that has been occurring thanks to industry-lead education and platforms like Caasie
JCDecaux Unveils "Small Changes, Big Impact" 💥
Source: AdNews
Quick Breakdown:
JCDecaux pitched a new way of media planning to a range of media agencies, with the key point being a reduced time to market
Small Changes, Big Impact promises programmatic fine tuning that removes the need for days of planning
This allows both static and digital JCDecaux assets to not only be bought in the same way, but reported on too
These changes impact JCDecaux's small format portfolio, and leverages their proprietary technology, JCDecaux UNIVERSE
JCDecaux believes that the small format portfolio is a great alternative to TV's declining audience
JCDecaux ensured that this program would suit the needs of the buyers by taking feedback and guidance from their partners
“Increasingly agency expectations are for us to have a really rich understanding of our audiences"
Our Thoughts:
It's interesting to see how one of the bigger international players in the industry is approaching programmatic OOH here in the ANZ market, and how they're making an effort to include their static inventory and not just their digital screens.
Having more uniformed measurement/reporting is great for media buyers, it makes it easier to compare how D/OOH performs compared with other channels and shows how it's a suitable replacement for TV advertising.
oOh! Announces Programmatic Partners 🤝
Source: oOh!
Quick Breakdown:
oOh! have announced two programmatic SSP partners ahead of the launch of their programmatic inventory, both Hivestack and Vistar Media
Vistar Media was oOh!'s existing SSP, with Hivestack now joining
oOh!'s programmatic evolution started in 2021, and includes a range of assets from the large format, street furniture, retail, and office networks
By combining both Vistar & Hivestack's SSPs with a range of omnichannel DSPs, oOh! will be able to continually grow their programmatic offerings
Alongside new programmatic partners, oOh! has also expanded the number of retail portrait digital screens
"As OOH continues to evolve, it’s imperative that we build a future that ensures clients have ease of transaction and shared capability across multiple data points, across all channels in a connected and simplistic way, ultimately driving stronger results for advertisers."
Our Thoughts:
This is big news for everyone involved, oOh! is arguably one of the biggest players here in the ANZ D/OOH market, and choosing both Hivestack and Vistar to be programmatic partners is a great indicator of programmatic DOOH's growth.
The announcement from oOh! also reveals that not only is the existing inventory being bought programmatically, but that there is demand from buyers for the rest of their inventory.
We'll be paying close attention to see what inventory oOh! enables programmatic trading on and how much of the inventory is available via programmatic as opposed to direct.
OMA Supports "Thats The ANZAC Spirit" 🌺
Source: Outdoor Media Association
Quick Breakdown:
Leading up to and in support of ANZAC Day (Tuesday 25th of April), hundreds of OMA members screens will remind Australians to honour the service, sacrifice and spirits of the ANZACs
This is the fourth year of the OMA and RSL partnership that sees RSL's campaign creatives broadcast across Australia
2023's campaign "That's the ANZAC spirit" aims to connect the importance of the day and reasons we commemorate by keeping the values of the ANZACs alive through endurance, courage, ingenuity, humour, and mateship
OMA's ongoing support helps ensure Australians across the country are reminded to embrace ANZAC Day and what it stands for
Combined, the OMA members have donated over $14 million in advertising inventory for ANZAC Day & Remembrance Day commemorations
The campaign will be broadcast on digital signage and some bus-sides across Australia
Participating OMA members include: Australian Outdoor Sign Company (AOSCo), BIG Outdoor, Bishopp Outdoor Advertising, Blue Tongue Outdoor, Civic Outdoor, Ei Media, Gawk, goa, Go Transit, Media Group, JCDecaux, JOLT Charge, LUMOS, Motio, oOh!media, Outdoor Systems, Paradise, Outdoor Advertising, QMS, Savage Outdoor Advertising, Scentre Group Brandspace, Shopper, The Media Shop (TMS), Tonic Media Network, TorchMedia, Total Outdoor Media (TOM), Val Morgan, Outdoor (VMO), and Vicinity Centres
"This important campaign will reach millions of Australians over the course of 10 days – making it a powerful investment in marking the significance of ANZAC Day"
Our Thoughts:
This marks the fourth year of the RSL and OMA's partnership and is a great way that the OOH industry supports local and national campaigns. Not only is this a great cause for the OMA to support, but it also reinforces how D/OOH can be used for more than just advertising and is actually a great method of mass communication.
The OMA has donated over $14 million in screen inventory over the course of the partnership, with a range of members offering their screens for important messaging.
Featured Creative 🎨 🪠 - Mario in Paris 🍄
Something a little different for this issue's featured creative - it's JCDecaux's reimagined Morris Columns, featuring Mario. Everyone's favourite plumber who recently got his own movie can be seen popping out the top of a range of these advertising pylons.
Alongside Mario himself popping out, there are ads for the movie rotating through the pylon. It's something a little different and we love the way JCDecaux have made use of the pylon to try something new that is relevant!
Check out JCDecaux's video on the campaign below!
Let us know if you've got any hot tips or scoops like these you want us to share with the DOOH Community