DOOH Community Issue #7

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 🦘🥝 ✍️

• IAB Australia Releases Attitudes To DOOH 2022 Report 📝

• Wangaratta Team Up With JCDecaux - "Get Away From Everyday" 🍷

• Domino's NZ Burger Takeover 🍕

• New OMA Members Announced 💪

• JCDecaux Called Out For Hong Kong Ads 📢

IAB Australia Releases Attitudes To DOOH 2022 Report 📝

Source: IAB Australia

Quick Breakdown:

• Released at the AdTECH:OOH event on Wednesday, the IAB have published their Attitude to DOOH 2022 Report

• The report is based on a survey of 530 advertising professionals across agencies, brands and adtech suppliers and was conducted in July of this year

• This years report was focused on the adoption and usage of programmatic DOOH

• 83% of surveyed agencies said that they've used programmatic DOOH

• 48% stated they are regularly considering it as part of their marketing activities

• The main driver for this uptick in adoption is the increase in data and more in-depth targeting

• Flexible buying options has dropped to the second driving force this year

• Using programmatic DOOH for brand awareness remains advertiser's main objective, but the use for direct response activities has also increased

• Advertisers are integrating programmatic DOOH with other channels more this year than previously

• The IAB DOOH Working Group member organisations include, Amobee, Bench, Broadsign, Esssence, Google, GroupM, Hearts & Science, Hivestack, JCDecaux, MiQ, OIS, oOH!, OMA, QMS, Seedooh, Shopper Media Group, The Trade Desk, Tonic Media Network, Val Morgan Outdoor, Veridooh, Yahoo! And Vistar Media.

Our Thoughts:

By now you've probably noticed we're huge optimists here at the DOOH Community, doubly so when it comes to programmatic DOOH, so seeing this report from the IAB team is great news in our eyes.

Not only are people in the DOOH industry excited and making innovations to encourage advertisers to make use of programmatic, but now these advertisers have growing levels of confidence and are actively planning to make use of it.

As the industry continues to be respected and relied upon by advertisers, more and more innovation and changes to the industry will continue to happen. It's an exciting time to be involved as the fall of the cookie continues to get closer and closer (supposedly).

Wangaratta Team Up With JCDecaux - "Get Away From Everyday" 🍷

Source: B&T

Quick Breakdown:

• Wangaratta council and JCDecaux have teamed up to create a retailtainment experience at Melbourne's Southern Cross train station

• In a push to encourage city goers to experience one of Melbourne's wine regions, this 2-week activation has been launched

• Part of the retailtainment activation includes multiple DOOH screens showcasing the Wangaratta wine region

• Included in the activation are VR experiences, selfie opportunities and even a competition with prizes including weekend getaways

• This is part of a larger campaign, Get Away from the Everyday, which launched in early July

Our Thoughts:

We love seeing all forms of retailtainment activations for all sorts of brands and seeing one in the heart of Melbourne is awesome. Including DOOH with VR, and other interactive marketing activities is a great way to get the people of Melbourne excited about one of our win regions.

A lot of regional Melbourne areas suffered during COVID due to a lack of tourism, and many are yet to recover. It's understandable that the Wangaratta council are making such a push to encourage Melbournians to stop by and visit.

Domino's NZ Burger Takeover 🍕

Source: StopPress

Quick Breakdown:

• Domino's New Zealand have recently launched their latest DOOH campaign with Wavemaker & MediaWorks

• This new campaign is focused around a new "Burger Joint", that being Domino's pizza have burger toppings

• By combining Wavemaker's data and MediaWorks' screen inventory, Domino's is able to deploy a strong programmatic campaign that utilises targeting data

• The teaser for the campaign launched last week and has since appeared with more information

Our Thoughts:

The way that Domino's made use of DOOH to first tease, and then reveal their new product launch was fantastic, especially as they relied on a programmatic approach to reach the most relevant audience.

Hopefully this encourages advertisers to believe in programmatic a bit more and build their campaigns around it. Direct placements still have their time and place of course, but campaigns targeting specific audiences benefit and net higher results when making use of programmatic.

Also, burger toppings on pizza doesn't sound fantastic to us, but we were also sceptical of the parma pizza and ended up loving it so.

New OMA Members Announced 💪

Source: OMA

Quick Breakdown:

• The Australian Outdoor Media Association (OMA) has recently added three new members

• These new members include: Blue Tongue Outdoor, SureVision and Veridooh

• Blue Tongue Outdoor are a media owner, operating in South Australia and offering digital and traditional solutions across retail spaces

• SureVision is a systems integrator who specialises in the installation and management of digital signage networks for clients in a range of industries

• Veridooh is a third-party verification tool that integrates with digital signage CMS' to provide accurate data to advertisers

• The OMA now has a total of 47 members across all three categories and continues to improve the industry through research and insights

Our Thoughts:

Seeing the OMA grow and add members from every aspect of the industry is great, it means we get more in-depth reports that take a lot of different opinions and priorities into consideration and allows everyone to understand more of the industry's flow.

It's also worth noting again that Blue Tongue Outdoor is the first South Australian DOOH company to be included in the OMA, it's great to see the increased inclusion for the whole region.

JCDecaux Called Out For Hong Kong Ads 📢

Source: The Guardian

Quick Breakdown:

• JCDecaux is hosting ads featuring messaging about the 25th anniversary of Hong Kong's handover to China

• The advertisement celebrates "a new era" in Hong Kong in reference to the Chinese Communist party's new security laws

• Members of the Australia-Hong Kong Link have formally complained to the Ad Standards regulator

• Ad Standards believe that this content falls outside of their jurisdiction and therefore won't do anything about it due to its political nature

• Greens leader Adam Bandt opposes the billboard and has publicly stated he believes it should be taken down

• JCDecaux believe that they've done everything they can and that they're allowed to continue showing the campaign

Our Thoughts:

We want to avoid being political here as much as possible - so you won't find any comments or thoughts on this article.

This Week's Top Global Stories 🌎

• India's 3D OOH Innovation 🇮🇳

• Tesco Hits 500 Screens 📺

India's 3D OOH Innovation 🇮🇳

Source: MediaNews4U

Quick Breakdown:

• Kinetic Worldwide, GroupM's OOH arm unveils 3D DOOH creative to celebrate 75 years of India's independence

• World's first 3D OOH project for FMCG brand

• Part of the Thums Up #HarHaathToofan campaign which celebrates Indian people and moments that have helped build and shape the nation

• The creative showcase four themes – India attaining Independence in 1947, India’s 1st satellite launched in 1975, India lifts 1st world cup in 1983 and Nikhat Zareen World Boxing Champion 2022

• This 3D project can be seen at Garuda Mall, Bengaluru

Our Thoughts:

We're massive fans of 3D creatives and watching brands showcase their creative and technical capabilities. Having such a breathtaking creative is a great way to celebrate independence and highlight some amazing events and accomplishments.

Tesco Hits 500 Screens 📺

Source: The Drum

Quick Breakdown:

• UK-based grocery store Tesco now boasts over 500 retail-based digital advertising screens as part of their SmartScreen network

• This part of the business is known as Tesco Media & Insight Platform and is underpinned by JCDecaux and Dunnhumby

• Tesco claim that they're able to reach 75% of shoppers with this media network

• These continued rollouts give advertisers access to 63% of Tesco's large format stores, reaching 6 million shoppers every 2 weeks

• As well as increasing the number of screens on the network, Tesco has made an effort to simplify the media buying process by implementing 3 new purchasing options: broadcast, optimisation and programmatic

Our Thoughts:

Hitting the 500 screen count makes Tesco a pretty big player in the DOOH space, and working on not just screen count but making the buying process easier and more straightforward is a great sign of their belief in the platform.

The SmartScreen network has huge reach, and we'll be keeping an eye out to see what brands take advantage of this large network.

Featured Creative 🎨✈️ - Hong Kong Airport DOOH Upgrades

The Hong Kong airport has recently been on a bit of an upgrade spree for their digital signage and creating their "Journey of Discovery".

They've implemented multiple large-scale screens as well as a range of pylons at 17 boarding gates. These pylons predominately show flight and boarding information, but also high-quality creative content.

The featured creatives for the large-scale signage include: Crystal Elevator, Waterfall Gardens, Virtual Aquarium, House of Cute, Claw and Catch Arcade Piece.

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