DOOH Community Issue #6

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 🦘 🥝

• Motio Embrace Changing Work Culture 💪

• POLY's New Head Of Strategy - Josh Gurgiel 👨‍💻

• Veridooh's New Content & Comms Manager - Mariam Cheik-Hussein 👩‍💻

• OIS + Go Media 🤝

• Shopper Impact 🛍

Motio Embrace Changing Work Culture 💪

Source: LinkedIn

Quick Breakdown:

• The Australian based media and audience experience company Motio have shifted to a 9 day working fortnight

• Program started as a 3 month trial that proved a 9 day fortnight is more efficient for the company

• The team also trialed a 4 day work week, but have opted for the 9 day fortnight

• The change in working hours will not impact pay or other conditions, but some additional adjustments have been made

• Motio are splitting the team into 2 groups, and employing a buddy system to ensure customers and operations don't fall through the cracks

Our Thoughts:

Although not strictly DOOH news, it's great to see local businesses involved in the DOOH industry take the lead on continuing to help employees with their work-life balance. 

Motio have clearly thought about the ways that this change could affect their business and has ensured that operations can continue smoothly with their implementation of the buddy system. 

Hopefully we see more businesses in the DOOH industry follow suit and enable employees to focus on their work-life balance.

POLY's New Head Of Strategy - Josh Gurgiel 👨‍💻

Source: oOh! Media

Quick Breakdown:

• POLY is oOh! Media's creative and content hub that aims to help clients push the boundaries of DOOH advertising capabilities

• Josh Gurgiel will be taking up the mantle of the newly created head of strategy role

• Josh was previously head of strategic client solutions at oOh! for four years and then took a break to join Thinkerbell as the head media thinker

• Reporting directly to CEO of POLY Neil Ackland, Josh will be joining oOh!'s content, marketing and creative leadership team

Our Thoughts:

POLY is an excellent way for oOh! to provide their clients with creative people that have expertise in the DOOH medium. With access to POLY, brands can truly create unique and never before seen advertising content.

Bringing together DOOH creative experts and particular brands' creative teams is a great way to achieve their goal of pushing DOOH advertising capabilities, not to mention it will get more eyeballs on the campaign and higher brand recognition.

Josh is an excellent creative with huge experience in both marketing and DOOH as a platform, it's awesome to see him back on the oOh! Media team, congratulations on your new gig!

Veridooh's New Content & Comms Manager - Mariam Cheik-Hussein 👩‍💻

Source: Mumbrella

Quick Breakdown:

• Coinciding with their international expansion (which we covered here) Veridooh have also hired a new content and communications manager, Mariam Cheik-Hussein

• The former AdNews journalist, Mariam, will be responsible for driving the business' global growth and develop community-focused initiatives

• Not only will Mariam be responsible for the above but also the business' PR and marketing with the intent to bring an editorial focus to their internal and external comms

• Mariam will be reporting directly to cofounder Mo Moubayed and Jeremy Yang

• Veridooh have been on a growth streak as of late, hiring over 20 new staff following their $5 million raise

Our Thoughts:

It's exciting to see Veridooh continue its growth and understand the value of marketing and communications. Hiring Mariam, who has an excellent proven track record of understanding the AdTech industry is a continued step in the right direction.

We've already seen Veridooh make an effort to be an environmentally friendly AdTech company, and we're excited to see how Mariam will continue building and expanding this branding.

Congratulations Mariam, and welcome to the DOOH industry!

OIS + Go Media 🤝

Source: StopPress

Quick Breakdown:

• Go Media the NZ based media solutions company have been certified to provide enhanced campaign analytics via third-party verification provider OIS

• OIS centralises all supported formats into a single platform, enabling buyers to track the delivery of classic, digital and programmatically traded campaigns easily

• The Go Media and OIS partnership allows Go Media to track every play on digital screens, ensuring their clients' campaigns are delivered compliantly

• OIS Inspect, OIS' physical verification of D/OOH has also been launched in NZ

• OIS insist that they have a strict policy of only using third-party verification tools

Our Thoughts:

Go Media is the second NZ-based DOOH provider to highlight their support for third-party verification and providing a better experience for advertisers, LUMO being one of the first.

Creating a transparent and reliable platform is key to encouraging more brands to adopt DOOH advertising and showcase it's measurability and reliability as an advertising vehicle.

Shopper Impact 🛍

Source: LinkedIn

Quick Breakdown:

• Shopper have officially launched their newest offering, Shopper Impact

• This additional tool will allow advertisers to buy inventory across multiple screens that are installed next to each other

• By giving this tool to advertisers, they can design and deploy unique creatives that carry across multiple screens (within a shopping centre)

• Within the retail OOH industry, this is a first of its kind

• Shopper's recent research study found that 83% of Aussie shoppers enjoy the advertising the plays from one screen to another that Shopper Impact supports

• This same study revealed that 71% of people agree that these coordinated messages are more appealing that static advertisements and that 64% of shoppers found Shopper Impact screens to hold their attention for longer

• The 3 unique ways that Shopper Impact brings retail OOH campaigns to life:

1. Identical video or static creative across a pair of screens for double the impact

2. Creative that transitions from one screen to another delivering the ultimate storytelling experience

3. Complementary but different creative seamlessly linking brand and product messages

Our Thoughts:

Shopper Impact is a great way for advertisers to create and publish unique creatives that generate large interest. Retailtainment is going to be huge in the coming years as companies begin to understand the value of branding.

Shopper claims that this is a first, and in the retail environment it is, but things like Frame Syncing have existed in out-of-home for a while now. The excitement that these types of creatives generate is huge, and we're excited to see how brands take advantage of it in retail spaces.

This Week's Top Global Stories 🌎

• Lyft Launching Lyft Media 🚙

• Spain Bans DOOH After 10pm ⛔️

Lyft Launching Lyft Media 🚙

Source: Lyft

Quick Breakdown:

• Lyft have recently announced the launch of its media and advertising arm

• This launch involves 4 products and aims to elevate the platform for riders and drivers

• The products included in this launch include Lyft Halo, Lyft Tablets, Lyft Bikes and Lyft Skins

• Lyft Halo is the DOOH product and involves a digital rooftop screen that drivers attach to the top of their car

• Lyft Halo enable brands to reach mass audiences at specific times and relevant places

• They claim that brands will also be able to track the performance of campaigns via attribution partners

• These rooftop advertising screens are currently available in New York, Los Angeles and Washington D.C

Our Thoughts:

Lyft entering the media sphere is huge, they have a huge number of moving DOOH screens and can reach audiences everywhere. It could also prove to provide cheaper rides and more revenue for drivers.

We're excited to find out more about the project and the capabilities of their screens and ad network. 

Spain Bans DOOH After 10pm ⛔️

Source: AV Magazine

Quick Breakdown:

• Shops and government buildings in Spain are now being forced to turn off digital signage and all lighting after 10pm

• Due to the ongoing conflict in Ukraine and a potential winter energy crisis, the EU have set targets for energy reduction, Spain is aiming to hit a 7% reduction

• Businesses have been given 7 days to make the appropriate changes to comply with these new laws

• These measures are in place until November 2023

Our Thoughts:

It's understandable that the Spanish government have decided to impose these limitations and bans. It's clearly not targeted at the DOOH industry but could cause issues for brands that are buying ad inventory for those specified times.

Whilst there will undoubtedly be some financial loss, hopefully it helps drive innovation in other aspects of the DOOH industry.

AdTECH OOH Sydney 🇦🇺

We've forgone our normal creative of the week to instead promote this week's big event, the AdTECH OOH Sydney event, happening this Wednesday (17/09/2022)!

There is a huge list of guest speakers and industry experts all focusing on the value of DOOH as an advertising medium and the rise, success and adaptation of programmatic.

Some of the featured speakers include:

• Joe Copley - Seedooh

• Jack Plowright & Chloe Van Diepenbrugge - LUMO

• Max Eburne - JCDecaux

• Grant Guesdon - OMA

• Jason Scott & Belinda Cooper - MiQ

• Neil Ackland & Emma Hegg - oOh! Media

• and more!

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