DOOH Community Issue #8

DOOH Community is your weekly wrap-up of all things digital out-of-home, buckle up, it's a big one, let's get started!

Meme of the Week 🤕

Last week, a DOOH Community member made a request that we just couldn't ignore - to add weekly memes.

Now bear with us as we develop our meme game, but here's to week 1 😬 🍻

This Weeks Top ANZ Stories 🥝 🦘

• City of Sydney & QMS Launch New 26sq Kilometre Network ✂️

• oOh! Media Reveals H122 Growth 📈

• OIS' Next Partnership - JCDecaux NZ 🇳🇿

• Fossil Fuel Ads Banned In Sydney 🏭

City of Sydney & QMS Launch New 26sq Kilometre Network ✂️

Source: QMS Media

Quick Breakdown:

• QMS launched the City of Sydney network at a huge event on the 19th of August

• Over 400 of Australia's leading marketing, advertising and media executives attended

• The network will officially open on the 29th of August

• Advertisers will be able to purchase the entire 26 square kilometre area

• 90% of the inventory is DOOH inventory, which is over 800 screens

• QMS' City of Sydney network will reach over 2.6 million people per week

• The network has been designed with long-life sustainability and future-proofing in mind

• QMS currently holds a 10-year exclusive agreement, expiring in 2030, with the option to extend it by 5 years

• Included in the network is bus shelters, kiosks, pubic toilets, seats and bins

Our Thoughts:

This network has been in the works for a couple of years now, so it's great to see it launch and available for booking. It covers an insane area and provides the community with new and improved street furniture and facilities too.

With such a large network now available for advertisers, we can only imagine some of the campaigns that are possible and easy to manage. Imagine a treasure hunt-style campaign all across the city of Sydney.

oOh! Media Reveals H122 Growth 📈

Source: Mumbrella

Quick Breakdown:

• ASX listed oOh! Media have released their H122 financial results, revealing double-digit growth

• 10% increase in both revenue and audience growth across their out-of-home formates

• They also had a 37% decline in net debt, which is about $39.8 million, down from $63.5 million

• Retail revenue grew by 10% to $63.1 million, which is attributed to advertisers returning to the DOOH medium

• oOh!'s billboard inventory had significant acquisitions in both NZ and QLD

• H122 has seen over 350 digital signage screens installed

• oOh! are continuing to adopt programmatic DOOH and have more than doubled their programmatic revenue in Q2 compared to Q1

• News Corp Australia and oOh! Media have also recently launched a multi-year partnership (which you can read more about here)

Our Thoughts:

oOh! Media showing such insane growth is amazing and bodes well for the entire industry, it shows that the DOOH industry/channel as a whole is resilient and bouncing back well from COVID.

It's also worth noting that oOh!'s retail media arm had double-digit growth too, again showcasing the medium's strength and advertisers' confidence in it as an advertising platform.

OIS' Next Partnership - JCDecaux NZ 🇳🇿

Source: Scoop

Quick Breakdown:

• JCDecaux NZ is now OIS certified and able to provide advertisers with further insights on campaign delivery insights

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

• Similar to Go Media's partnership, JCDecaux will have access to OIS Inspect, where the OIS team physically verifies OOH ads are playing/installed

• OIS is seeing continued growth in the NZ market, previously partnering with Go Media, which you can read about here

Our Thoughts:

OIS is clearly looking to grow in the NZ market, they've recently been picked up by two different media owners. This shouldn't be a huge shock as many NZ-based media owners are looking to build trust and show they accurately measure their plays.

It's interesting to see the NZ market take such a strong approach to providing transparency and accountability, hopefully, markets around the world will follow suit to build a better ecosystem for advertisers and media owners alike.

Fossil Fuel Ads Banned In Sydney 🏭

Source: AdNews

Quick Breakdown:

• The City of Sydney is now the third Australian council to ban the advertising of coal, oil and gas

• This move from the City of Sydney comes as a result of an open letter from more than 200 health professionals and organisations

• Comms Declare is the coalition responsible for the Fossil Ad Ban campaign and aims to achieve tobacco-style bands on ads and sponsorships for fossil fuels at all levels

• This campaign has been released in opposition of burning coal, oil and gas due to its negative impact on both health and climate change

• The Yarra and Moreland council's where the first to ban fossil fuel advertising

Our Thoughts:

This ban on fossil fuel companies is a great move by the city of Sydney, especially as it comes with the recent new launch of their 800-screen network mentioned above.

Initially, it may have an impact on network revenue, but with more inventory available for non-harmful products/brands, this will likely only be a small dip. Not to mention it will raise awareness about climate change and its impacts.

This Week's Top Global Stories 🌎

• Samsung Betting On DOOH 🎰

• Google Enters The DOOH Game 🕹

• Vistar Media - Programmatic Mediation 🤝

Samsung Betting On DOOH 🎰

Source: Sixteen:Nine

Quick Breakdown:

• Samsung has started committing more heavily to its DOOH operations outside of just being a hardware supplier

• They've recently hired their first Director of Programmatic DOOH in Matthew Mercuri

• Samsung already have experience in the CTV advertising space through their Samsung Ads platform

• We don't have any further official details, but DOOH expert & Sixteen:Nine writer Dave Haynes speculates that Samsung displays with system on chip could monetise those screens via programmatic means

Our Thoughts:

We're seeing hardware providers jump into the CMS and software space for digital signage, and this is honestly a good thing. Imagine the size of DOOH networks if small business owners can install a normal TV and have it programmatically showing ads in minutes.

It'll be interesting to see how Samsung combines its CTV and mobile advertising offering with their newly created DOOH offering.

Google Enters The DOOH Game 🕹

Source: Google

Quick Breakdown:

• Google has now made digital out-of-home ads available for all their Display & Video 360 users

• Buying this inventory can be done alongside other Display & Video 360 channels and can all be managed from one location

• Some of the current programmatic exchanges include: Hivestack, Magnite, PlaceExchange, Ströer SSP, VIOOH and Vistar

• Measuring the impact of advertisements will be done to industry standards, alongside an impression multiplier, self-measuring publishers are not supported

Our Thoughts:

Being able to programmatically buy ad inventory through Google is going to be groundbreaking for the industry and enable small businesses to advertise like they've never advertised before.

We're excited to see what Google has in store in terms of optimisation and available inventory.

Vistar Media - Programmatic Mediation 🤝

Source: Vistar Media

Quick Breakdown:

• Vistar Media have announced the launch of their programmatic mediation solution

• Mediation allows media owners to access multiple SSPs without fragmenting their network

• Vistar aims to enable a competitive market and increase the market rates in response to demand

• Activating mediation requires no additional technical integration

Our Thoughts:

This is honestly a great way to encourage network operators to provide full access to their inventory to SSPs without having to fragment or undersell their network.

Being able to offer their entire network as one across a range of channels ensure they're getting the best deals, and that advertisers have access to as many relevant locations as possible.

Featured Creative 👑 🐍 - BINGE's House of the Dragon 3D DOOH Billboard

With HBO's newest sensation hitting screens this week, it's no surprise that BINGE has gone all out on letting the people know about it.

You've surely seen some of their more ambitious advertising, such as leaving dragon eggs along the beach. Not only that, they've gone for a DOOH Community personal favourite by making use of oOh! Media's 'The Bourke'.

The creative features a huge 3D dragon coming to life and lets viewers know when and where to catch the new show.

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 👀