DailyDOOH

The 2021 SEGD Conference in Philadelphia is an opportunity to explore the current state and future of the art and practice of experiential design.

Design in the intersection of place and communication has undergone a dramatic transformation in the wake of the events of 2020. Trends have been radically accelerated as the function of public space, civic responsibility, and safety—in entertainment, education, healthcare, hospitality, retail and dining—shift to respond to the new restrictions wrought by the pandemic and social injustices. As we emerge from these events we have an expectation that the world has to change. While certain aspects of life will return to “normal,” other experiences will need to be redesigned to meet new behaviors, expectations and opportunities.

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OH–TENFOLD, a design firm that ‘builds brands through culture’ has launched a new, 1,800-square-foot experiential retail store called TENSPACE in Columbus’ Short North Arts District. Described as “a little bit art, a little bit media and a little bit retail” by Founder and CEO Rachel Friedman-Webb, the store features two high-end interior video screens from SNA Displays.

The core concept behind TENSPACE is flexible storefront infrastructure that provides online retail brands a two-month-long physical presence where they can tell their story through art/media shows, special events, and social content on the video screens.

The LED displays, located near the store’s windows to attract foot traffic, make up an important part of the flexible infrastructure, offering a creative canvas for tenants to showcase their brand identities. TENFOLD manages all creative content for its client brands, including digital content creation.

Rachel Friedman-Webb said “We are creating immersive, in-real-life experiences for online brands. SNA Displays had a great product with a very flexible interface. With tight timelines and supply chain issues being felt around the world, SNA felt confident they could deliver, and they did. The LED displays enable us to keep the content fresh and bolster TENSPACE’s capabilities as a media channel. They’re integral to the experience at TENSPACE, and we wouldn’t have been able to launch without them.”

In a recessed section of the store’s north wall is a 2.5 mm video wall from SNA Displays’ BOLD™ Interior line of LED display products. It measures 8’10” high by 8’6″ wide and provides more than 1.1 million pixels (1,080 x 1,040) of experiential content.

The second direct-view LED display, from SNA Displays’ BRILLIANT™ Interior product line, is ceiling-mounted on a pivot pole in the middle of the store. This “pivot wall” features a 1.9 mm pixel pitch and can rotate 90 degrees in either direction, allowing for more options in the store’s layout. It’s 5’11” high by 6’6″ wide (936 x 1,040). Combined, the displays have just over 2 million pixels.

Through a customized integration experience powered by Crestron, the new video displays can be controlled remotely via iPad and are also synched with the audio in the space.

Both LED displays were installed by audio-video integrator Digital Dreams.

Founded in 2014, TENFOLD® is a design firm that helps brands align their physical and virtual environments to their business strategy, connecting people to place in a meaningful way. TENFOLD® serves clients worldwide across corporate, retail, education, and healthcare markets.

It has been an eventful few weeks for SNA Displays, last week they walked away with two ‘Reggies’ at the DailyDOOH Gala Awards in New York, winning Best Corporate or Hospitality Install with their AT&T Discovery District installations and Best Original Digital Billboard for their Stylon Reflecting Pond Display.

KEVANI, Inc., fast becoming L.A.’s market leader in digital out-of-home media sales and development has just announced the debut of the ‘Sunset Limelight’ ad display on Sunset Boulevard following the signing of a 20-year media sales and development agreement.

Kevin Bartanian, CEO and Founder of KEVANI told us “The Sunset Limelight pays homage to the neighborhood’s past while providing a huge impact for advertisers and brands with an unmatched location that offers a clear line of sight. Our selection to handle Sunset Limelight reinforces KEVANI’s presence as one of the largest premium outdoor advertising companies in Los Angeles, and represents our continued dedication to providing powerful, creative, and sustainable solutions that benefit our advertisers as well as the community.”

The Sunset Limelight display was designed to complement the historic character of this stretch of Hollywood. A retro-style, open-panel roof sign — paired with its highly desirable location at 6630 Sunset Boulevard — produces an ad space that captures the attention of visitors and locals coming into Hollywood from the west, and into West Hollywood from the east.

The display was approved by the City of Los Angeles as part of the Hollywood Signage Supplemental Use District. This District was created to maintain the distinctive aesthetic of the area. All signage must fit with the historical character of the architecture while also reflecting the modern Hollywood image.

KEVANI’s growing collection of premium advertising locations across L.A. also includes The Towers®, i10 Beacon®, 405 Pillar®, and 2nd & PCH.

It has been an eventful few weeks for KEVANI, last week they walked away with two of the most prestigious ‘Reggies’ at the DailyDOOH Gala Awards in New York.

Best Digital Place Based Media Campaign for their PERONI Domination at Long Beach and Best Digital Out of Home Campaign for their Ford Los Angeles Domination.

The Australian Outdoor Media Association (OMA) has released its inaugural National Health and Wellbeing Policy Annual Report. The report highlights the impact of the OMA’s world-first, national policy that aims to meet community expectations and support government efforts to tackle overweight and obesity in Australia.

The policy takes an active role in limiting the public’s exposure to discretionary food and drinks, by restricting the placement of this advertising within a 150m sightline of Australian primary and secondary schools.

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The Ministry of New Media have three more AdTECH: OOH Conferences between now and the New Year; AdTECH: OOH – Europe (now in its third year) will take place December 1 in Amsterdam, AdTECH: OOH – Sydney which will take place on December 7, 2021 and AdTECH: OOH – Singapore which will take place two days later on December 9, 2021.

Now also its third year, the AdTECH: OOH – Sydney conference has proven incredibly popular with over 100+ attendees from Australia (and in 2019 New Zealand) attending. This event last took place in September 2020 making it one of the only in-person industry events to take place that year, despite the #Covid19 pandemic lockdown restrictions.

Attendees last year said “This event is excellent at bringing together the Media Owners, Publishers, Agencies, Brands and AdTECH providers and has been the only opportunity for education and debate here in Australia these past two years”, “I came last year and once again learnt that the Australian market is advanced (and advantaged) in so many ways. We as a nation seem to be taking the lead in the global journey towards the OOH future.”

Seedooh’s Chief Revenue Officer Joe Copley will once again chair the event.

Last year’s AdTECH: OOH – Sydney Conference, which was sold out, was the sole in-person industry event of 2020. That was followed up with AdTECH: OOH – Sydney, An Extra Slice, a webinar aimed at all those in Singapore, New Zealand and the Australian states outside of NSW that due to lockdown could not get to Sydney, for the actual conference.

Registration can be found here.

Elan Media, the leading out-of-home advertising company in Qatar, has launched programmatic buying for all its digital out-of-home assets in Qatar and Oman becoming the first in Qatar and only the second company in the GCC to offer clients the flexible, and cost-effective impression-based buying system for DOOH advertising.

The move now extends the flexible and cost-effective buying technology to Elan Media’s extensive DOOH network which includes assets at the Mall of Qatar, Doha Festival City, Ezdan Mall, Mall of Muscat and in the upcoming Place Vendome Mall. The company also plans to extend the offering to all its future roadside digital assets.

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Airtame has secured funding from Vӕkstfonden, the Danish state’s investment fund.

Airtame’s technology makes it easy for people to collaborate on any shared screen, without using cables or external dongles. Its cost-effective solution helps people present from their device to a shared screen in an office or classroom, or turn their screen into a digital sign when it’s not being used. As the hybrid environment grows in popularity, it is more important than ever that companies and schools can educate, engage and entertain through their screens. Airtame is committed to empowering people through their screens, whether they are all in the same place, split between huddle rooms, or collaborating on a hybrid conference call.

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Pikasso, the pioneer in programmatic Out-Of-Home in the Levant, North & West Africa regions, and Broadsign, have announced the very first programmatic DOOH campaign displayed in Ivory Coast via Displayce, the number one French DSP.

The campaign booked by Kawarizmi, a French digital agency that specializes in programmatic buying, is part of an omnichannel communication, which included a strong retargeting presence on mobile and social media, to take full advantage of the interaction between DOOH and Mobile.

Stuart McMahon, Director Business Development EMEA at Broadsign told us 
“Programmatic DOOH adoption is growing worldwide, paving the way for more impactful campaigns that can reach consumers at multiple touchpoints throughout the day and speak to their experiences in the moment. This campaign is a testament to the power of programmatic DOOH in an omnichannel strategy and marks an exciting milestone for the Ivory Coast market. We’re thrilled to see it run on Pikasso’s network of displays, which was on-boarded to Broadsign Reach earlier this year, and draw new attention to pDOOH in the region.”


Francesca Vincenti, Head of Programmatic at Pikasso said “We are thrilled to have displayed the very first programmatic pDOOH campaign in West Africa, in the Main Malls of Abidjan, the economical Capital of Ivory Coast, and are pleased with our collaboration with major programmatic players such as Broadsign and Displayce. Their trust in Pikasso to implement this campaign and their interest in the Ivory Coast market indicates that the region is open to all innovations with an ability to trade programmatically as a clear step towards the future of advertising buying. We are excited to offer to the West & North African markets all the new possibilities that comes with programmatic buying and look forward to see many more advertisers take advantage of it.”

Pikasso is the number one Out-of-Home advertising company across the Levant (Lebanon, Jordan, Iraq), leader in North Africa (Algeria, Tunisia, Morocco), West Africa (Ivory Coast, Senegal, Mali) and the Caucasus (Armenia). With more than 13,000 advertising faces, 450 digital screens, 73 exclusive concessions, a presence in 434 cities of 10 countries, and 300 highly qualified professionals, Pikasso places quality and innovation at the heart of its development to constantly meet its clients’ needs. The Group operates in all the segments of Out-of-Home: Billboards, Large Formats, Street Furniture, Transport advertising, and Malls.

In early October AVIXA had no choice but to admit that they only had 350 or less exhibitors and redrew the show floor, if you look again you will see that since then it has shrunk even further, with now less than 300 exhibitors.

As of early October, it has now got smaller!

One of the areas most affected is the much touted #InfoComm21 Digital Signage Pavilion which now makes particularly poor viewing. It originally listed the following (17) exhibitors: –

Carousel Digital Signage
Shenzhen Eachinled Optoelectronics Co,. LTD
Tri-Net Technology Inc
Squirrels
OSM Solutions
Palmer Digital Group
TSItouch
Mitsubishi Electric – Diamond Vision Systems Division
Neoti
GreckoLED
Cedar Electronics
INFI Group Inc.
Screenfeed
Opticonn Inc.
Simply Nuc
Novisign Signage Software
Data Call Technologies Inc.

It now only lists nine or 11, with booths #929 and #1029 (which was allocated to Carousel Digital Signage) now empty, it looks like folks such as Mitsubishi Electric – Diamond Vision Systems Division, Neoti and Screenfeed all seemingly having decided not to exhibit.

This pavilion is going to be a ghost town and makes an absolute mockery of AVIXA’s claim that they have any sort of focus on Digital Signage.

Talon Outdoor, the UK-headquartered out of home (OOH) media specialist has acquired Poster Plan Ltd, which trades as Kinetic Ireland.

The company was founded in 1990 by Simon Durham and Carol Hogan and has offices in Dublin and Belfast. Both Simon Durham and Carol Hogan will remain with the business.

Talon’s Global CEO Barry Cupples told us “Having worked closely with Poster Plan for a number of years to deliver OOH campaigns for Talon’s clients in Ireland, this strategic acquisition was a natural next step. We are excited about the prospects for supporting the continued opportunity to drive the renaissance of OOH, by adding Talon’s service and solutions culture to Poster Plan’s deep customer relationships and strong reputation. We are delighted to be partnering with GroupM in a new long-term relationship to support their clients and teams in delivering better outcomes.”

Talon Outdoor is headquartered in London with additional offices in Manchester while its affiliate, Talon America is headquartered in New York City.

Kinetic Ireland has been the exclusive provider of OOH planning and buying services to GroupM’s Irish agencies Mindshare, MediaCom and Wavemaker, an arrangement which will continue post-acquisition.