DailyDOOH

Christie this week announced its acquisition of assets from Brass Roots Technologies LLC, an Allen, Texas-based technology innovation company specialising in consulting and the engineering design of advanced optics and electronics for high-performance display and imaging systems.

Zoran Veselic, president and chief technology officer, Christie told us “The purchase of Brass Roots Technologies’ assets will help diversify and advance Christie’s own engineering capabilities. We welcome Brass Roots Technologies’ talented engineers and design team, who will join our existing teams to explore future technologies together.”

Since 2009, Brass Roots Technologies has been at the forefront of innovation, developing critical technologies that advanced imaging and display solutions to an entirely new level.

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Shopper, Australia’s fastest-growing retail out-of-home media owner, has announced its commitment to becoming a carbon neutral business certified by the Federal Government’s Climate Active Carbon Neutral Program, offering carbon neutral advertising to its clients and partners.

Ed Couche, Shopper’s Chief Executive Officer, told us “Some of the nation’s best-known organisations are taking action to ensure Australia meets its carbon reduction commitment and Shopper intends to deliver a genuine and demonstrable contribution to the environment. We will take steps to reduce our emissions and create a positive impact through the purchase of carbon offsets. By being part of the collective solution to climate change we are delivering on our promise to the local communities that are core to our business and that of our shopping centre partners.”

Shopper is currently undertaking an audit with the help of Ndevr Environmental to calculate the baseline annual greenhouse gas emissions (GHG) created by the business across its nationwide network of 100% digital out-of-home advertising screens. The next step will be an external verification of the GHG by a third-party auditor to affirm Shopper’s carbon neutral offset units and application for the Climate Active Trademark and Certification via the government approval process.

Research released by Deloitte reveals that consumers expect businesses to step up to address the issues of climate change and the environment. Many consumers are changing their purchasing patterns and encouraging others to do the same. Leading brands are now responding, and Shopper is taking that step along with many of its business partners.

The Out of Home Advertising Association of America (OAAA) this week announced the 80th Annual OBIE Award Winners. The OBIE Awards are the out of home (OOH) advertising industry’s oldest and most prestigious honors for creative excellence in out of home advertising design.  OAAA presented 49 awards during a live ceremony held at the Geopath/OAAA 2022 OOH Media Conference & Expo on Marco Island. The event was also live streamed for viewing parties across the country.

This year’s top honor, the Platinum OBIE Award, went to Michelob Ultra FCB New York for its cutting-edge ‘Courtside’ campaign. The project pushed the definition of OOH with a collaborative use of technologies that digitally immersed fans into the NBA bubble’s virtual stands from home, finding a creative way to inject the contagious energy and joy that a live audience can bring to a game. COVID-19 could have thrown the beverage company’s first year as the NBA’s official beer sponsor into a tailspin, but the ingenuity of the ‘Courtside’ campaign led Michelob ULTRA’s sales to grow 32 percent via 13 billion campaign impressions, 81.5 million hours of NBA coverage, and ticket promotions.

‘Courtside’ also received Gold OBIE Award wins in five categories: Entertainment & Live Events, Custom Installation, Food & Beverage, Digital Design, and Interactive.

Other Gold OBIE Award winners were presented to:

● Monogram ‘Headlines’
o Category – Combined Multi-OOH Formats
o Advertiser – Rocnation
o Agency – Monogram

● Boards of Change
o Category – Custom Installation & Buzzworthy
o Advertiser – City of Chicago
o Agency – FCB Chicago

● Fanta Halloween
o Category – International
o Advertiser – Fanta (Coca-Cola)
o Agency – Isobar

● OMEGA MART Custom Iconic Mobile Billboard Truck PR Release
o Category – Transit
o Advertiser – Meow Wolf’s Omega Mart
o Agency – Kre8 Media Team

● Chris P. Poultry, Attorney at Law
o Categories (3) – Buzzworthy, Combined Multi-OOH Formats, Contextual
o Advertiser – Jollibee
o Agency – David & Goliath

● Alpha: Chickenflation
o Category – Buzzworthy
o Advertiser – Alpha Foods
o Agency – Mischief @ No Fixed Address

● Balenciaga x Fortnite
o Category – Fashion & Luxury Goods
o Advertiser – Balenciaga x Fortnite
o Agency – AC3 Studio

● Thinx Absorbs Worries
o Category – Direct to Consumer
o Advertiser – Thinx
o Agency – Thinx

The OBIE CRAFT Award winners are:

● Balenciaga x Fortnite
o Category – Digital Design
o Craft BRONZE

● Mixwell
o Category – Copywriting
o Craft SILVER

● Jollibee U.S.A.
o Category – Copywriting
o Craft SILVER

● Anheuser Busch/ Michelob Ultra
o Category – Digital Design
o Craft GOLD

Anna Bager, President and CEO, OAAA told us “This year’s winners showed extraordinary ingenuity and their influence on consumers are widely felt. Congratulations to all the teams who worked tirelessly to bring these campaigns to life. We are thrilled to celebrate them as peers, innovators, and game changers.”

In addition to the platinum and gold awards, 11 silver and 16 bronze OBIE Awards were presented.

The OBIE Hall of Fame went to Denver Water for their long running ‘Use Only What You Need’ campaign from Sukle Advertising & Design, Denver.

This Year’s OBIE AWARD judges included:
● Jury Chief, Mark Tutssel, former Executive Chairman, Leo Burnett
● Susan Credle, Global CCO, FCB Global
● Rupen Desai, Global CMO, Dole Sunshine International
● Scott Donaton, SVP/Head of Marketing, Hulu
● Sara Phillips, Creative Director, Wieden + Kennedy
● Mel Routhier- CCO, VMLY&R
● Jimmy Smith, CEO and CCO, Amusement Park Entertainment
● Tracy Wong, Chairman, Executive Creative Director and Founding Partner, WONGDOODY

The complete list of OBIE winners and finalists, can be found here.

Earlier this week the Australian Outdoor Media Association (OMA) hosted its Annual General Meeting followed by an Awards ceremony celebrating the dedicated and talented individuals who contribute to the Out of Home industry.

OMA Industry Award – Karissa Fletcher, Shopper

The refreshed, new annual awards program offers more opportunities to recognise the depth and breadth of Outdoor talent including state awards. In 2021 the OMA also introduced a Hall of Fame award to honour the giants of the industry for their lifetime achievements.

OMA CEO, Charmaine Moldrich, told us “The refreshed awards program acknowledges both the maturity of the industry, as well as the boost in OMA membership which has seen 13 companies join in the last 15 months. We received 58 nominations, submitted to acknowledge the talent of our members’ teams. From Rising Stars to the Hall of Fame, we are proud to celebrate the incredibly significant contribution made by our members, not just to their company but to the wider OOH industry. We are a very tight-knit and collegiate industry, and our members and their teams go above and beyond the call of duty to support the OMA and MOVE. The nominations and awards acknowledge this contribution and give us a chance to show our gratitude and say thank you,”

A new award category, the Emerging Leader Award sponsored by Big Screen Video recognises emerging leaders within the Outdoor industry and provides the winner with an opportunity to travel, network and enhance their understanding of digital LED technology, the client experience and how this contributes to ROI.

Big Screen Video CEO, Paul Ellery, said “We are excited to provide this opportunity to a worthy candidate, to immerse themselves in the new technology that is making Out of Home such an innovative industry. With our diverse network of clients in Outdoor, we see huge benefits in providing this educational opportunity.”

Also introduced this year is the Ben Walker National Rising Star Award as a memorial to CEO of Shopper, who passed away earlier this year. Ben Walker was a bright shining star and this award was created to recognise bright young talent in the Outdoor ranks.

The finalists and winners were chosen by judges: Cathy O’Connor, CEO of oOh!media; Charles Parry-Okeden, Independent Chair of the OMA and MOVE; Joe Copley, Chief Revenue Officer, Seedooh; Paul Butler, Managing Director, Val Morgan Outdoor; Steve Bovey, 2018 Excellence in Innovation Award Winner; and special guest judge Lisa Walker, Ben Walker’s widow who judged the Ben Walker National Rising Star Award.

The winners across all seven categories of the 2022 OMA Annual Industry Awards are as follows:

Emerging Leader Award sponsored by Big Screen Video

Alex Anthony – VMO

Excellence in Innovation Award

Nigel Spicer – Cactus Imaging, oOh!media

Outstanding Service Award

NSW | Cassandra Cameron – JCDecaux

QLD | Joint Winners: Elise Taylor – oOh!media and Nick McAlpine – Bishopp

SA | Russell Bilsborow – JCDecaux

VIC | Christian Zavecz – QMS

WA | Mark Treasure – oOh!media

Rising Star Award

NSW | Joint Winners: Alec Mowat – VMO and Meaghan Spencer – oOh!media

QLD | Octavia Bellekens – VMO

SA | Natasha Jarrett – oOh!media

VIC | Tess Fellows – oOh!media

WA | Anna Wyatt-Spratt – oOh!media

Ben Walker National Rising Star Award

Meaghan Spencer – oOh!media

OMA Industry Award

Karissa Fletcher – Shopper

Hall of Fame

Brian Tyquin – Outdoor Systems

Daphne McPhee (Posthumous)

Kelvin Whitford

Leading radio, television and media group SCA has turned to QMS to launch exclusively a dynamic creative digital out of home campaign to drive awareness of its AFL and NRL coverage across the Triple M network.

QMS Chief Customer Officer, Mark Fairhurst told us “The Triple M campaign is a great example of the impact and creativity DOOH delivers and the powerful results marketers can achieve by embracing its full potential. Digital is now the currency of out of home here in Australia and we are excited to see advertisers wanting to collaborate with us to take advantage of the medium’s ability to deliver campaigns that connect through immediacy and relevancy in messaging to really make a difference. The use of a dynamic feed of live footy scores, tied to local radio stations and SCA’s LiSTNR app, is a smart way to deliver real-time value and connection with footy fans. We know through neuroscience that slight tweaks to DOOH creative can deliver a 38% higher impact than that of static, and this campaign is evidence of the success that can be achieved by applying these DOOH insights”.

Running in New South Wales, Victoria and Queensland, the campaign uses QMS’ Q-Tech platform to dynamically serve live footy scores across premium digital billboards to showcase Triple M as the home of the AFL and NRL seasons in 2022.

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Swiftmile, the pioneer in micromobility charging, has teamed up with Place Exchange, the leading supply-side platform for programmatic Out of Home media.

Swiftmile deploys light electric vehicle (LEV) charging platforms for scooters, e-bikes, and e-mopeds, coupled with a DOOH network reaching a highly attractive on-the-go audience.

We are told that this collaboration will play a crucial role in expanding Swiftmile’s programmatic options for media buyers seeking to purchase their premium placed-based inventory from any of the leading demand-side platforms (DSPs) that are integrated with Place Exchange.

“We’re excited to work with Place Exchange,” said Joel Martin, VP of DOOH at Swiftmile. “As one of the most impactful companies in the Out of Home advertising industry, we are confident they can help take our media offering to the next level by making it easy for advertisers to integrate our inventory into their omnichannel plans.”

Swiftmile’s eye-level digital screens serve as vehicle charging destinations instead of just panels that are passed during a commute, and capture high levels of attention from a valuable audience. The integration with Place Exchange’s patented technology enables advertisers to seamlessly plan, buy, optimize, and report on all Swiftmile inventory alongside other programmatic channels within the DSP systems they already use, leveraging the ease, flexibility, and automation of programmatic.

VIOOH this week announced a new partnership with Australia’s largest health and wellbeing media network, Tonic Media Network.

The partnership gives Tonic Media Network access to VIOOH’s market-leading Supply-Side Platform (SSP) which currently has 36 Demand-Side Platform (DSP) partners globally, including the likes of The TradeDesk, Amobee and MediaMath.

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Sixteen-Nine’s Dave Haynes writes that “The show (#InfoComm22) is currently tracking at about 20,000 attendees and roughly 300,000 square feet of exhibit space, spread across some 525 exhibitors. That compares to 44,000 people and 950 stands in 2019, well before COVID-19 turned up. So the numbers will unsurprisingly be down, but not ‘shadow-of-its- former-self’ down”.

He quotes Rochelle Richardson, the SVP who runs AVIXA’s live events, who said they (AVIXA) are being conservative about forecasted numbers for 2022.

I’d take issue with Dave’s “not ‘shadow-of-its- former-self’ down” (I would of course, wouldn’t I but hey it is backed up with data).

Whatever way you look at it, this show is the smallest since 2008. Even Infocomm some 15 years ago managed to attract 30,000 visitors.

It wasn’t until 2017 when the attendance figure hit 40,000.

Quotient (NYSE: QUOT) and Rapport, the global out-of-home media buying and planning agency arm of IPG Mediabrands, the media and marketing solutions division of Interpublic Group, announced this week the launch of a technology partnership that will strategically accelerate programmatic growth.

Quotient’s technology platform, custom designed for OOH, enables more sophisticated and quickly executable media planning strategies. As programmatic and addressable media solutions are enabling marketers to better pinpoint audiences, it is becoming an increasingly important tool for outdoor advertising, as evidenced by considerable growth in programmatic/addressable advertising at Rapport year-over-year between 2021 and 2020.

Specific elements of Quotient’s programmatic DOOH solution for Rapport include:

• End-to-end planning, activation, and measurement using Mediabrands’ proprietary high-value audiences (HVAs) and clients’ first-party data.
• The use of real-time triggers such as weather, supply chain impact and timely event tracking to dynamically target and customize messages nimbly, as soon as changes occur.
• Access to an extensive inventory catalog through integrations with all major SSP partners.
• Leveraging the value of physical locations in the consumer journey.

Chris Olsen, President, US, Rapport told us “Ongoing digital innovation is enabling our teams to better reach targets for our clients,” said We chose Quotient as a technology partner to integrate national and local insights, incorporate our proprietary data sets, enhance our current tools and, most importantly, help us accelerate our programmatic growth at scale.”

This partnership drives the expansion of Rapport’s offerings to include a real-time, data-driven programmatic approach to digital out-of-home (DOOH) with the ability to leverage Mediabrands proprietary audiences.

The Out of Home Advertising Association of America (OAAA), the trade group representing the entire Out of Home (OOH) advertising industry, this week released a survey in partnership with Comscore, Inc. (Nasdaq: SCOR), a trusted partner for planning, transacting, and evaluating media across platforms, examining the link between advertising, online activation, and ad spend.

Anna Bager, President and COO, OAAA told us “OOH is one of the most impactful ways to reach consumers – and this survey proves that it is a tremendous value as well. Couple that with our recent OAAA-Harris Poll findings that people are annoyed by sponsored digital media content and feeling digital device fatigue, and the results of this research with Comscore should send a clear signal to advertisers: OOH is a vital part of the media mix.”

The findings show that despite making up only 4.1 percent of total ad spend in 2021, consumers associate OOH with a similar or greater share of action compared to competitive media when examining consumer activation across a set of eight categories of engagement. The data proves that OOH provides an exceptional value compared to other mediums with much higher price tags, like TV and video, radio, and banner ads.

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