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- DOOH Community Issue #5
DOOH Community Issue #5
🚨 This weeks issue of the DOOH Community (08/08/2022)
DOOH Community
August 08, 2022
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 🏆
oOh! Media & News Corp Australia 📰
Source: oOh! Media
Quick Breakdown:
News Corp Australia & oOh! Media have signed a multiyear exclusive content partnership
oOh! Media to support this joint venture on their Road, Street Furniture, Retail, Cafe, Fly, Office, Study & Venue networks/environments
News Corp content will be produced based on news.com.au, The Australian, the Herald Sun and The Daily Telegraph
News Corp will also be producing exclusive video content
The partnership is set to launch in October and reach 15.5 million Australians per month
News Corp will be appointing a dedicated editor to oversee the content curation, optimisation and output
There will also be a purpose-built Tech Networks Partnerships team, consisting of Digital Media Hub journalists, producers and motion graphic specialists
Commercial details of the agreement haven't been revealed
"News Corp shares our passion for innovating with content in OOH."
Our Thoughts:
We always love seeing the DOOH industry prove its worth as a communication tool, not just an advertising platform, it's clear that oOh! and News Corp feels the same way.
Providing news that is not only timely but also contextually (location/demographic) relevant is a great way to showcase DOOH's value. We've already seen communities in the UK get upset and even remove digital billboards.
This is a clear step by oOh! to get ahead of this potential problem and we're all for it, plus it'll be nice to look up and see up-to-date local news.
OMA Partner With the AFP & NMPCC 👮
Source: OMA
Quick Breakdown:
The Outdoor Media Association have partnered with the Australian Federal Police & National Missing Persons Coordination Centre for National Missing Persons Week
This partnership ran from the 31st of July until the 6th of August and aims to bring awareness to missing persons cases
Point 3
NMPW is the longest standing community partnership for the OOH industry
93% of the population of Australia is reached with the combined efforts of the participating members
Over $12 million worth of advertising space has been donated over the past decade
This year's campaign messaging focuses on the emotions of those who are "Hoping", "Holding On", "Guessing", "Asking", and "Praying"
OMA members participating this year include:
Australian Outdoor Sign Company, BIG Outdoor, Bishopp Outdoor Advertising, Civic Outdoor, goa, GoTransit Media Group, JCDecaux, JOLT, Motio, oOh!media, Outdoor Systems, Paradise Outdoor Advertising, QMS, Shopper, The Media Shop, Tonic Media Network, Total Outdoor Media, and Val Morgan Outdoor.
The donated ad space of this years campaign is worth approximately $2.5 million
"Their generous donations of space in public areas provides support and hope that information may be uncovered about their loved ones."
Our Thoughts:
Getting the local community involved and raising their awareness of missing persons cases is clearly vital to helping solve them, all information is good information.
It's really great to see one of the governing OOH bodies help out how they can by providing highly valuable resources and supporting both the AFP and NMPCC in their cause.
Cartology's New Director - Sales & Client Partnerships 👨💼
Source: B&T
Quick Breakdown:
Cartology have appointed Robbie Hills as their new Director - Sales & Client Partnerships
This comes after two other massive announcements from Cartology including their acquisition of Shopper and their Big W partnership
Robbie Hills has over 20 years of experience in the digital advertising and media industry, with 11 of them at Google, with his most recent role being Director, Global Clients
This previous role gives Hills experience with helping customers develop their journey and understand their data landscapes
"With Retail Media growing at an ever-increasing rate both in Australia and globally, I look forward to helping our clients and partners continue to find new customers and to help grow their businesses."
Our Thoughts:
Robbie Hills has a tonne of experience in the digital advertising space, and moving that into the DOOH sector is going to be huge for Cartology and hopefully the industry as a whole. Rising tides raise all ships after all.
This hire, along with all the other news coming out about Cartology shows that they're really getting ready to ramp up and take on the DOOH industry in the retail space - it's an exciting time to see such big players make these moves.
I think it's fair to say that retail media is about to have its renaissance era here in Australia, with Cartology leading the charge.
Quividi & LUMO Team Up For Better Measurements 🤝
Source: Mumbrella
Quick Breakdown:
This partnership will help LUMO with facilitating real-time audience dwell time impression measurement
Partnering with Quividi is in response to the 'impressions multiplier formula' that has been adopted by all NZ-based DOOH advertising suppliers
IAB New Zealand's Programmatic DOOH Steering Committee has outlined the 'impressions multiplier formula' as a way for the DOOH market to apply hourly audience and dwell time data sets to determine the appropriate amount of impressions delivered for DOOH ad plays for every hour of every day.
LUMO and Quividi are partnering by installing Quividi software on LUMO's screens, these screens have cameras facing oncoming road traffic - Quividi's software will recognise vehicle movements and measure the amount of time a vehicle is present
LUMO's 'impression multiplier outputs' are published daily to their ad server partners, Hivestack, and Vistar Media
"This partnership debunks the way we’ve always measured DOOH campaigns and sets the benchmark for true transparency and results-based outcomes. We believe this is the future of reporting accountability for our industry and LUMO is pleased to be a driving force behind this model.”
Our Thoughts:
LUMO are clear market leaders when it comes to data and DOOH, and by partnering with Quividi they're making it clear they want to help grow the entire industry and provide transparency for DOOH advertisers.
These past couple of years have been great for LUMO, from their software and data, to the number of sites they've installed and their audience measurement. LUMO aren't here to play, they really are making ripples in the industry, and creating a better ecosystem for media owners and advertisers alike.
Another oOh! Media Expansion 🎉
Source: oOh! Media
Quick Breakdown:
oOh! Media continue their commitment to being the biggest out-of-home media company in Australia, this time by expanding in Melbourne
1 new double-sided site in Nunawading, located on the corner of Springvale and Whitehorse roads, and digitising exisiting supersites in Lara
The audiences that will be seeing these screens include those commuting between Geelong and Melbourne, as well as those along the Great Ocean Road
These screens will be finalised in August
"The launch of digital sites in Nunawading and the digital upgrades in Lara are significant additions to oOh!’s portfolio and further cement our position as leaders in both metro and regional markets nationally."
Our Thoughts:
The past couple of months have seen really steady growth from oOh! Media across the country, it's good to see that they're not only commited to installing new signage, but also update and digitsie their previous traditional OOH sites.
This Week's Top Global Stories 🌎
Triple Digit Ad Spend Increase For OOH In The UK 💸
Source: Campaign Asia
Quick Breakdown:
The latest Advertising Association and Warc expenditure report has revealed huge growth across the OOH sector
In total, ad spend in the UK is expected to hit £35.4bn in 2022
146.2% increase in ad spend
OOH is expected to increase by 28.9%
"These latest figures demonstrate that the out-of-home advertising sector is growing from strength to strength."
Our Thoughts:
The OOH industry isn't just growing here in the ANZ region, it's growing globally. As many have pointed out there are two main reasons for this.
The first is that with the world opening back up this year advertisers are keen to get on the big screens again.
The second is that with the fall of the internet cookie, brands are looking into other alternative advertising methods and DOOH is starting to fit the bill with more programmatic and reporting support.
All in all, this is some astronomical growth and we hope to see the industry evolve and change as we continue easing restrictions capturing more of the marketers budget.
Veridooh Is Headed For The UK 🇬🇧
Veridooh Co-Founders - Mo Moubayed & Jeremy Yang
Source: Mumbrella
Quick Breakdown:
Veridooh, an Australian born and bred third-party verification platform is headed to the UK
This international expansion comes after successfully raising $5 million in series A funding, and is part of their growth strategy
Veridooh are already the third-party verification provider for GroupM, Omnicom Media Group and IPG Mediabrands
Some of Veridooh's biggest clients include Unilever, McDonald's, Google, and Amazon
Veridooh's platform allows advertisers to access over 300 metrics, including: location, plays, exposure time and share of time
Their SmartCreative software doesn't need any integration work, enabling it to be used on any device
So far, Veridooh have verified over 10 billion plays and over $1 billion of DOOH investment across ANZ
As part of this expansion, cofounder Mo Moubayed has relocated to London, and Veridooh have hired both Pete Goldring and Joel Harris
“The strength of the UK market means there is an exciting opportunity for Veridooh to grow rapidly and we’re excited to tap into the expertise of Joel and Pete to help us grow our partnerships in the UK."
Our Thoughts:
Seeing a local success story like Veridooh make it big and be able to expand internationally is always great news to wake up to.
Veridooh already has a huge array of big named clients thanks to their extensive reporting, and being able to offer it to the UK market is huge.
Not only does Veridooh benefit, but everything they learn and implement will be shared back to the local ANZ DOOH industry.
Featured Creative 🎨⚡️ - Motion Sickness - "Big Password Energy"
CERT NZ commissioned Motion Sickness to design their "Big Password Energy" campaign. CERT NZ is the New Zealand government authority on cyber security.
This campaign was deployed to encourage the people of New Zealand to rethink weak online passwords and replace them with stronger passphrases.
We love the way that Motion Sickness took the person who is displayed's personality/hobby to influence the way people think about passphrases and encourage them to create something unique and hard to crack.
Let us know if you've got any hot tips or scoops like these you want us to share with the DOOH Community
P.s - We're working on a referral program, keep your eyes peeled 👀