DailyDOOH

Doohly, Australia’s leading independent Out-of-Home content management system has partnered with Mappedin, a market leader in indoor mapping.

We are told that this collaboration is set to refine digital engagement, providing interactive display solutions that integrate advertising with essential, on-demand information.

The Doohly x Mappedin’s foundation is an innovative feature enabling customers to tap a digital ad and be instantly presented with Mappedin’s detailed directory application. By integrating Mappedin’s industry standard-setting mapping technology with Doohly’s specialised OOH-focused CMS, this partnership empowers advertisers and venue owners to blend dynamic advertising with interactive navigational aids seamlessly. Customers can now interact with digital displays that effortlessly transition between high-impact advertisements and detailed directory information. The smart content management feature ensures that ads automatically resume after inactivity, thus maintaining a continuous flow of engagement and delivering a more sophisticated and enriched user experience.

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Last August 2023 the Canadian Out-of-Home Marketing and Measurement Bureau (COMMB) introduced a ‘true industry first’, namely an AI-Powered Chat Generative Pre-trained Transformer (GPT) called OOH-GPT.

It leveraged the ChatGPT model (trained by OpenAI) and focused solely on supporting and educating agencies, operators, and brand marketers in the Out-of-Home industry.

Bottom line it is / was a platform designed to educate and empower professionals and enthusiasts in the Out-of-Home advertising sector. Leveraging advancements in Large Language Models, OOH-GPT provides accessible education on OOH concepts and adapts to the evolving landscape of the industry.

COMMB have now put together a really interesting white paper which takes a look at the insights garnered by this first version.

You can find it in English here or in French here.

It’s authored by COMMB’s Head of Data Science Farrokh Mansouri and Director of Communication Jennifer Copeland.

Through user feedback and continuous refinement, OOH-GPT ensures relevance and accuracy and there are plans for further enhancements in OOH-GPT V2.

CRAFTSMAN+ has announced its expansion into Connected TV (CTV) and Digital Out of Home (DOOH) advertising creative services for its clients. The press release stated that as the omnichannel marketplace evolves and consumer behaviors shift towards more dynamic content consumption, CRAFTSMAN+ aims to set new industry standards by delivering superior creative solutions tailored to these emerging channels.

In a recent campaign with Microsoft, CRAFTSMAN+ delivered an exceptional campaign to drive awareness. Nancy Kiss, Director of Marketing, said “It was wonderful to see the CRAFTSMAN+ team show off their tremendous skills and passion for delivering imaginative, high quality, and original art to drive awareness of our game. Expectations were well exceeded with ideas and execution that represented the brand in new and fun ways, catering to the specific location and relevancy of each ad placement.”

As CTV and DOOH ecosystems are crowded with increasing advertising investment, creating dynamic and captivating creatives is crucial for brands to stand out. CRAFTSMAN+ says that it is uniquely positioned to meet this demand, leveraging cutting-edge technology and production expertise to craft ads that capture attention and drive engagement.

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Perion Network Ltd. (NASDAQ and TASE: PERI) announced this week the launch of Hivestack’s ‘Green Curated Deals’ innovative solution for DOOH on a global scale. Powered by Scope3 emissions data, Green Curated Deals give DOOH buyers direct and transparent access to lower carbon ad inventory.

Building on momentum from the recent expansion of Scope3’s emissions model to include DOOH, and the launch of Hivestack Curate, the company’s proprietary DOOH platform for curated deals, Perion reinforces its commitment to fostering a more sustainable future. As part of this new solution, Perion’s Hivestack is helping DOOH buyers maximize the effectiveness of their campaigns while minimizing negative environmental impact through Green Curated Deals. These deals are exclusively available in Hivestack Curate.

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A collaboration between Zitcha and Venvee is set to provide a more targeted, effective, and measurable approach to advertising campaigns for retail media networks and their brand advertisers.

Venvee utilises spatial AI to understand and activate audiences, and measure campaign performance based on in-store behaviour. The integration of this technology with Zitcha’s platform will offer retailers and brands insights into the impact of digital screen advertising within stores.

“The collaboration with Venvee is a major advance for in-store retail media, representing a significant milestone in Zitcha’s digital screen ad solution,” said Troy Townsed, Zitcha CEO. “It closes the loop on reporting the impact and effectiveness of in-store advertising, which has traditionally been harder to evaluate than onsite and offsite retail media activity. Retailers and advertisers needed a solution to create targeted and measurable in-store advertising campaigns. With Venvee’s technology integrated into our platform, they now have it, including the capability to better evaluate the performance of their ads, seamlessly integrate data into their omnichannel strategies and optimise their campaigns.”

Venvee’s technology creates a virtual 3D model of the store, dubbed a ‘digital twin’, and collects the full in-store journey of each individual shopper through the retailer’s security cameras.

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The Outdoor Media Association has announced that the 2024 Healthy Eating campaign ‘Fresh veg, deliciously affordable’, which focussed on encouraging Australians to make healthy choices, reached unprecedented heights.

With a record-breaking $12.3 million in advertising value donated by OMA members, it was showcased on over 18,250 signs across every state and territory in Australia during the four-week period from 28 January to 24 February 2024.

An independent post-campaign survey commissioned by the OMA through Dynata, revealed the significant impact of the initiative, showcasing its effectiveness in driving behavioural change and sparking meaningful conversations:

OMA Chief Executive Officer Elizabeth McIntyre says, “The survey results highlight how government and Out of Home can work together to deliver positive behaviour change campaigns, and value-based impact to communities, our Members all play an imperative part to help achieve these results”.

One in three people remembered the campaign and out of those who remembered:

• 91% of parents felt prompted to incorporate vegetables into their children’s meals and lunchboxes
• 82% expressed motivation to lead a healthier lifestyle
• 79% were encouraged to view vegetables as a cheaper and healthier alternative to occasional treats
• 77% reported being encouraged to purchase more vegetables
• 69% of respondents were inspired to seek further information

Dr Robyn Littlewood, Chief Executive of Health and Wellbeing Queensland furthers the importance of the campaign by stating, “The cost of living is impacting everyday Australians, which is why working with the Outdoor Media Association and their members to promote affordable healthy eating is vital for us”.

Out of Home advertising stands out as one of the most trusted channels for broadcasting government and community awareness messages. The success of the ‘Fresh Veg, Deliciously Affordable’ campaign underscores its effectiveness in reaching diverse audiences and promoting public health initiatives.

The campaign creatives were designed by JCDecaux Creative Solutions and participating OMA members included: Australian Outdoor Sign Company (AOSCo), BIG Outdoor, Bishopp Outdoor Advertising, Cartology, Civic Outdoor, EiMedia, Gawk Outdoor, goa, Go Transit Media Group, JCDecaux, JOLT, Lumos, Motio, nettlefold, oOh!media, Outdoor Systems, Paradise Outdoor Advertising, QMS, Stockland, The Media Shop (TMS), Tonic Media Network, TorchMedia, Total Outdoor Media (TOM), Val Morgan Outdoor (VMO) and Vicinity Centres.

Nielsen, a global leader in audience measurement, data, and analytics, released its sixth global Annual Marketing Report, revealing marketers’ priorities and plans to improve ROI in 2024 and beyond. 

The report, which surveyed nearly 2,000 global marketers, found that marketers continue to view social media, search, online/mobile video, and online/mobile display as the most effective marketing channels for ROI, but could miss out on key revenue opportunities without a cross-media strategy and approach.

The 2024 Annual Marketing Report surveyed marketers on topics including budget allocations and spending optimism, brand building strategies, media balance, and overall confidence. Some of the key findings globally include:

1. Marketer spending optimism is up in 2024: Despite the presence of inflation, consumer spending, and supply chain uncertainties as key planning considerations, 72% of global marketers expect bigger ad budgets this year, up from 64% on a year-on-year basis.

2. Marketer tactics may not drive top KPI results: Marketers’ top KPIs are long-term ROI and full-funnel ROI. At the same time, however, 70% of respondents plan to prioritize performance marketing over brand building initiatives. A shift to performance marketing, without supporting brand-building marketing, could limit long-term ROI and may cause brand decay.

3. Digital media allocations are approaching two-thirds of spending: On average, global marketers plan to allocate more than 63% of their media spending to digital channels, with social media, search, online video and digital display accounting for the largest increases. A year ago, marketers split their traditional and digital spending 50:50.

4. Marketing technology confidence doesn’t match measurement realities: 84% of global marketers say they’re either extremely or very confident in their ROI measurement capabilities, up from 69% in 2023. Comparatively, only 38% say they evaluate the holistic ROI of their marketing efforts by measuring traditional and digital marketing together.

“Marketers manage a diverse and growing number of channels – each with a unique set of activation needs and performance metrics. Nielsen’s Analytics Portfolio meets marketers where they are at – across channels and across objectives – to accurately measure and maximize returns across a complete marketing plan,” said Tina Wilson, EVP and Group GM, Analytics Portfolio Companies, Nielsen. “Our research reaffirms that effective measurement requires an integrated effort across media to understand brand and performance metrics in the short and long term.” 

This is the sixth Annual Marketing Report produced by Nielsen. The report is based on survey responses in December 2023 from marketers who manage marketing budgets of USD 1 million or more, who work across a variety of industries (auto, financial services, FMCG, technology, health care, pharmaceuticals, travel, tourism, and retail), and whose focus pertains to media, technology, and measurement strategies.

You can download the full report here.

The Ad Council, America’s leading nonprofit leveraging the power of communications to inspire action and accelerate change around the most pressing issues in America, has unveiled its newly formed Trade Association Advisory Committee. The new committee is comprised of executives from trade associations representing every sector of the media ecosystem.

“The Ad Council’s ability to convene leaders within advertising and across all industries to focus on a shared goal is a testament to the power of collaboration,” said Lisa Sherman, President and CEO of the Ad Council. “Our incredible partners at the industry trade associations have been invaluable in helping to create lasting social change and we are thrilled to deepen these relationships with a shared commitment to moving the needle on America’s most pressing issues.”

Coming together in a collaborative environment, members of the newly formed Trade Association Advisory Committee will offer insights and perspectives on the challenges and opportunities facing their industries, guide the best ways to effectively engage their memberships, and explore opportunities to amplify Ad Council messages as a collective in the ultimate service of driving meaningful impact.

Founding companies and members of the Ad Council’s Trade Association Advisory Committee include:

• Abby Auerbach, EVP and CCO, TVB
• Ajay Durani, Sr. Advisor, Marketing, DPAA
• Stephanie Fierman, CMO, ANA
• Tammy Greenberg, SVP of Business Development, RAB
• Jeff Jan, EVP of Strategy & Growth, OAAA, Chair of the Ad Council’s Trade Association Advisory Committee
• Jennifer Jose, SVP of Public Affairs, NAB
• John Koenig, Director, IBAA
• Adrianne Lipscomb, VP of Creative Services, AAF
• Lindsey Loving, Director of Communications, NMA
• Carryl Pierre-Drews, EVP, Chief Marketing Officer, IAB
• Ann Rubin, EVP of Marketing Communications & Events, 4A’s
• Joy Sims, VP of Strategic Communications, NCTA
• Greg Stuart, CEO, MMA

In support of Mental Health Awareness Month, the committee has announces its first collaborative effort. Beginning in June, the initiative will unite industries and significantly amplify the Ad Council’s Love, Your Mind campaign, extending the initiative’s mental health resources to those who need them.

“Our collaboration with these esteemed trade groups is vital, strengthening our position in supporting societal issues through the power of our platforms,” said Jeff Jan, EVP of Strategy & Growth at OAAA and Chair of the Ad Council’s Trade Association Advisory Committee. “Being appointed as Chair of the Ad Council’s Trade Association Advisory Committee is both an honor and a testament to our dedication at OAAA and within the industry at large. As we honor Mental Health Awareness Month and support other impactful Ad Council campaigns over the years, it is inspiring to be at the center of these transformative efforts.”

For years, the Ad Council has developed strategic partnerships with individual trade associations to galvanize a specific industry around a singular issue. Partnerships such as TVB’s Project Roadblock and OAAA’s Child Car Safety Roadblock have significantly impacted the broadcast and out-of-home industries. During the pandemic, the Ad Council harnessed the collective superpower of all major trade associations to support the COVID-19 Vaccine Education efforts. By uniting the power of these associations, we formed a unified voice that reached millions of people across the country to achieve maximum impact.

The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change around the most pressing issues in America. Since the non-profit’s founding, the organization and its partners in advertising, media, marketing and tech have been behind some of the country’s most iconic social impact campaigns – Smokey Bear, A Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the Paper Ceiling and many more. With a current focus on mental health, gun safety, the opioid epidemic, skill-based hiring and other critical issues, the Ad Council’s national campaigns encompass advertising and media content, ground game and community efforts, trusted messenger and influencer engagement, and employer programs, among other innovative strategies to move the needle on the most important issues of the day.

Leading digital outdoor company QMS this week announced that it has won a tender with The Hills Shire Council, adding two new premium digital assets to its growing Sydney network.

The appointment, which followed a competitive tender process, is part of QMS’ ongoing investment in the strategic expansion of its NSW portfolio, which includes the market-leading, premium digital City of Sydney street furniture network.

The Hills Shire is one of the fastest-growing local council areas in NSW. Home to 200,000 people, it includes Castle Hill, Kellyville, Dural, Rouse Hill, West Pennant Hills and Annangrove, plus the key business districts Norwest and Bella Vista.

QMS Chief Operating Officer, Sara Lappage, told us “We are proud to be working with The Hills Shire Council to continue the expansion of our digital footprint into this largely untapped part of Sydney. We remain focused on adding only the best digital locations to our growing NSW network. Both these state-of-the-art digital assets will give advertisers a new way to reach highly sought after and growing audiences in an area that has limited digital large format opportunities.”

Strategically positioned on key overbridge locations in Kellyville, the new QMS premium digital billboards will provide advertisers with the ability to reach and influence a growing, affluent and highly desirable audience.

Expanding the coverage and reach of its network is one of QMS’ key strategic priorities for 2024 with two-thirds of its development plans focused on the Sydney market. The Hills Shire Council agreement comes off the back of QMS’ recent tender win to manage and develop six key advertising locations on behalf of the Australian Turf Club, with further announcements expected to be made soon.

StreetMetrics has expanded its methodology to optimize both moving and stationary advertising campaigns, now, all in one unified platform.

Various media owners in the OOH industry are already utilizing StreetMetrics’ stationary measurement and attribution in top markets, including New York, Los Angeles, and Philadelphia, to deliver a comprehensive understanding of campaign performance across stationary and digital advertisements. Media owners can expect most types of stationary media to be measurable in the platform including roadside digital and static billboards, street furniture, and wallscapes, to name a few.

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