DOOH Community Issue #9

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

Meme of the Week 😬

This Weeks Top ANZ Stories 🥝 🦘

• oOh! Media Supporting Re:act 🚘

• GroupM Unveils Journeys 🗺

• Vistar Hits South East Asia 🌏

oOh! Media Supporting Re:act 🚘

Source: Re:act

Quick Breakdown:

• Re:act aims to create a safer driving experience for drivers, in particular, those ages 18-25

• The most recent campaign is set to launch publicly in September

• The focus of this campaign is on the safety ratings of cars and getting young people to put a higher emphasis on the safety rating of their first car

• Re:act is challenging university and TAFE students to tackle this issue, in particular, design communication students and graphic design students at TAFE & universities across Australia

• The campaign will be live across not only Australia, but the UK, Brazil, and the USA

• oOh! Media have provided a large amount of screen inventory, including both retail and roadside digital assets

Our Thoughts:

I'm sure you've all realised by now that we love hearing stories about DOOH campaigns that aren't purely brands advertising, so seeing oOh! Media supporting Re:act is awesome.

It's also great to see Re:act approach students, as they're the group that they're trying to target and will have the best understanding. Not only will it help with the effectiveness of the campaign, but it will also introduce more students to the advertising and DOOH industries.

GroupM Unveils Journeys 🗺

Source: Mumbrella

Quick Breakdown:

• GroupM have launched their DOOH planning and activation platform, Journeys

• The Journeys platform will enable the leveraging of 500 audience segments, over 2,300 points of interest, and millions of geo-location-powered data points

• Advertisers can make use of the platform to link online and real-world consumer behaviour

• Journeys is built on GroupM's Sightline, a programmatic DOOH marketplace

• GroupM is confident in Journey's ability to enable advertisers to make use of premium sites and target audiences with contextually relevant campaigns

• Since its launch 18 months ago, Sightline has run 160 successful campaigns for 52 clients and covers 100% of the programmatic DOOH inventory in Australia

Our Thoughts:

GroupM's Journeys is a welcome addition to the DOOH market here in Australia and hopefully it encourages more brands to pick up DOOH advertising.

Having access to so much data makes the tool incredibly powerful, not to mention being able to link online and real-world behaviour is something that we haven't really seen much of before.

It'll be interesting to see how this changes brands perception of DOOH, along with the impact it may have on Sightline's programmatic costs.

Vistar Hits South East Asia 🌏

Source: Vistar Media

Quick Breakdown:

• Vistar Media have announced their expansion into the South East Asian market

• Their programmatic capabilities will now be available in Indonesia, Malaysia, the Philippines and Hong Kong

• To accommodate this expansion, Vistar has partnered with a range of the region's major operators: JCDecaux, Lantern Media, Sky Blue Media and more

• This expansion is set to go live within the quarter, and for the number of partners to grow

Our Thoughts:

Who doesn't love seeing an aussie success story? Vistar has been around for a little bit now, and seeing them continue to expand, especially in the APAC region is awesome.

As you'll read below, the APAC region is still lagging compared to the rest of the world when it comes to programmatic adoption, so providing more options and further education will be great for the industry.

We've seen technology and software really take off in the Asian markets before, so it will be interesting to see how they adopt programmatic and further improve it's capabilities.

This Week's Top Global Stories 🌎

• Power Restrictions Hit German DOOH Industry 🇩🇪

• Remi Roques On pDOOH In Asia 👨‍💼

• K-Pop Fans Wish Star Happy Birthday With Personal DOOH Campaign 🇰🇷

Power Restrictions Hit German DOOH Industry 🇩🇪

Source: Invidis

Quick Breakdown:

• Similar to Spain's DOOH ban (which we covered here), Germany is also banning digital signage advertising to combat energy shortages

• Germany is having much tighter restrictions, with advertising/DOOH screens only being allowed between the hours of 4pm and 10pm each day

• This ban doesn't apply to screens that are used as illumination or safety and public order

• Similarly to Spain's ban, Germany is planning on imposing the ban for 6 months, but it is speculated that it will be extended as needed

Our Thoughts:

Our thoughts on Germany's ban aren't much different to Spains. This time the DOOH industry has been targeted, but it's fair enough. The fallout and issues that this creates will cause a bit of mayhem for advertisers and media owners no doubt.

Remi Roques On pDOOH In Asia 👨‍💼

Source: Media4Growth

Quick Breakdown:

• Remi Roques, the general manager of the APAC region of Broadsign was recently interviewed about programmatic DOOH in the APAC region

• When comparing Europe and North America to the APAC region, the adoption of programmatic is slower and has mixed responses

• The three main reasons for this are: lack of understanding, inability to see potential, and a lack of audience data

• COVID restrictions have played a part in a lack of programmatic adoption, but Roques believes that APAC will catch up

• Roques revealed that 70% of programmatic transactions are incremental and come from advertisers who usually buy online advertising

• This indicates that advertisers are tapping into their online spend to experiment with pDOOH

Our Thoughts:

Remi Roques' interview gives the whole industry some insight into the challenges that are to be expected when entering the APAC region.

It's interesting to see that the region as a whole has been so slow to pick up programmatic, but when considering the COVID restrictions that are still in place in some of these countries it's a bit more understandable.

The other interesting point that Remi made was in regards to advertising using more of their online budget and making incremental changes. This shows that the brands are willing to test out pDOOH and increase spending as most positive results come back.

K-Pop Fans Wish Star Happy Birthday With Personal DOOH Campaign 🇰🇷

Source: AV Interactive

Quick Breakdown:

• Fans of K-pop star Jungkook purchase ad space across 16,508 LED screens in South Korean subway

• Claiming to be the biggest ever subway network and campaign in the world

• Was organised by Chinese fan group "Jungkook China" and will run from 29th of August until 15th of September

• k-pop fans purchasing DOOH inventory is becoming a bit of a phenomenon in recent years

Our Thoughts:

This is a bit of a crazy thing to be writing about in all honesty, but considering how big K-pop stars can get, it shouldn't be too surprising. What's really interesting is seeing how these Chinese fans essentially crowdfunded the campaign.

I don't think we've seen this before, especially not here in the west. I wonder which western celebrity would get this kind of attention and admiration from their fans. It would probably be a young TikTok star or YouTuber though, not a traditional celebrity.

Featured Creative 🎨 🥖 - Subway's Interactive 3D Billboard

Subway recently launched a 3D billboard, but unlike anything we've really seen before, it was fully interactive!

Viewers could get out their phones and scan the QR code to start building their dream Sub, and as they chose different options the customisation would appear on screen.

Once they'd finalised their perfect Subway creation, Subway staff would hand them one for free!

An amazing campaign that brings some of our favourite parts of marketing and DOOH together, we're jealous we couldn't be there to see it (and get some free Subs).

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 👀