COMMB Welcomes New Member @AbconMedia

June 17th, 2021

Tristan Cotterill

Toronto based Abcon Media has joined COMMB.

#MWC21 Expecting 35,000 Souls

June 17th, 2021

Adrian J Cotterill, Editor-in-Chief

With Mobile World Congress Barcelona less than two weeks away, the GSMA has been releasing additional detail on how it is supporting virtual participation in the event.

The big news is that they are still expecting 35,000 in-person attendees to the Fira Gran Via and a further one-third of participants to be virtual.

Microsoft Teams is the official video conference and meeting partner for #MWC21, and Teams has been integrated into the digital event platform, MyMWC.

MWC Barcelona will take place from June 28-July 1.

New @OUTFRONTMEDIAUS Detroit Offices

June 17th, 2021

Tristan Cotterill

On Monday, Detroit Mayor Mike Duggan visited OUTFRONT Media’s new downtown office space, which is part of the timeless renovation of the historic Colony Club of Detroit, carried out in partnership with Detroit’s iconic Forbes family.

(From Left to Right): Eddy Jacobs, Mike Van Haften, Denise Bartholomew, Mayor Mike Duggan, Art Martinez, Jeff Terlep, RB, Kam Buckner, Mike Short, Val Hetkowski

Originally started under the name Walker & Co., OUTFRONT has been a resident and partner of Detroit for over 136, continuous years; nearly two decades before the auto industry boom. Although the company name has changed over the past century, their dedication to the city remains unwavering. This capital investment in the new office space and investment in the existing New Center industrial space reflects both OUTFRONT’s dedication and investment in the city’s progressive and forward-thinking acumen.

Art Martinez, OUTFRONT’s Midwest SVP. said “We are excited to invest further in Detroit and its vibrant city center. Detroit is and will continue to be an integral part of our business. We value our partnership with the city and will continue to assist in messaging that benefits all its citizens.”

OUTFRONT Media, one of the largest out of home (OOH) media companies in the country, represents thousands of outdoor displays across the Detroit Metro area, including Michigan’s largest digital OOH network. OUTFRONT’s presence and prime distribution have played an important role in Detroit’s revitalization by partnering across numerous Out of Home campaigns with the City of Detroit, continuously keeping Detroiters informed and engaged. Some programs included messaging for Detroit At Work, the Detroit Police Department, the Detroit Health Department, as well as multiple census and local initiatives across many years.

LiveDOOH Signkick Ink Deal With @ExterionmediaNL

June 17th, 2021

Adrian J Cotterill, Editor-in-Chief

Exterion Media The Netherlands, who reach 70% of the Dutch population every week, has extended its sales capabilities with the addition of optimised and flexible audience-based planning, powered by technology partner, LiveDOOH Signkick (LDSK).

Supported by LDSK’s intelligent automation platform, Exterion Media’s sales team has complete flexibility in their inventory and content management. This means they can ‘say yes’ to every type of Digital Out-of-Home booking, from every type of buyer – running audience, time or data-driven campaigns alongside traditional loop-based bookings. Using LDSK’s in-built intelligence, they optimise campaign scheduling and automated delivery to screens, generating maximum yield from every second on every screen, in real-time.

Exterion Media NL’s Jeremy Noya told us “Our priority is to ensure the best use of our Digital-Out-of-Home (DOOH) networks. For us, this means delivering what our customers want – flexible, data-driven campaigns with a sales model focussed on audience value rather than what space you can buy for a certain price. The level of granular planning this takes has made it previously impossible for one screen let alone our network of over 2,500. The LDSK platform has helped us solve this problem at scale. It’s become a key tool for our sales teams, its intelligence and full SalesForce integration gives me confidence that no opportunity is left on the table. As a result, audience-based buying now works as well for us as it does for our buyers and advertisers.” .

In order to fully optimise their network, Exterion Media receives every type of booking – traditional guaranteed, automated and programmatic – into their LDSK-powered platform. First and third party data is then used to create granular audience segments. The platform’s in-built intelligence combines this data with rules and goals set by the campaign planners to make live decisions about where and when to place ads for maximum yield and use of space. Optimising thousands of campaign variables, the LDSK platform delivers the right individual ad, to the right individual screen in every second that a screen is on. All automated, all in real-time.

Keni Bernardin, Chief Executive Officer, LiveDOOH Signkick said “Exterion Media are pushing the capabilities of DOOH towards real audience value with a level of optimisation that makes it very profitable for them as a media owner. We’ve worked together to make this a fully integrated solution including a complete Salesforce connection and dynamic price calculations to improve consistency and yield. This makes it a reliable and scalable part of the way they do business and it’s rewarding to see how quickly it’s been embraced by their teams. When it comes to the future of Out-of-Home trading, Exterion Media is, well and truly, open for every type of business.”

The power of this intelligence includes real-time ad serving into multiple player types, including all the major players and LDSK’s own player, right up until the moment of play. This allows Exterion Media to continually optimise their networks in a unified way and ensures accurate campaign delivery, every time.

We are told that the result is smart, automated scheduling that Exterion Media can rely on to deliver innovative, audience-led campaigns across their 2,500+ strong network of malls, petrol stations, highway spectaculars and major city locations.

AdTECH: OOH – Amsterdam and AdTECH: OOH – Europe will be held in early December, 2021.

The whole day event will be chaired by LDSK’s Chief Revenue Office Andy Hamblin.

Three-year Study Proves #OOH Effectiveness

June 17th, 2021

Adrian J Cotterill, Editor-in-Chief

Leading out-of-home agency Kinetic Worldwide this week launches the findings of new research carried out in partnership with Clear Channel, Global and JCDecaux designed to definitively pinpoint the effectiveness and impact of the rich variety of OOH advertising formats and environments on audiences.

The project creates the first true OOH Playbook providing planners with data to demonstrate the role different elements in the OOH media mix can play.

The three-year study of £2.2bn of media investment across 46 brands was analysed against YouGov Brand Index data. It was further underpinned by week-by-week Route audience impact data and used machine learning to quantify the brand uplift outcomes at a granular level with key trends. A meta-analysis identified key trends and behavioural science underpins the strategic framework.

Aimed at advertisers that wish to improve the effectiveness of their OOH media plans, the OOH Playbook demonstrates that OOH is particularly strong at driving five core brand outcomes: brand awareness, positive brand impression, enhancing impression of brand quality, enhancing propensity to recommend and projecting brand value for money.

The OOH Playbook demonstrates that:

  • Ad awareness is all about long-term memorability. Large format and small format with contextual messaging are key to driving this brand outcome.
  • Positive Brand Impression is linked to frequency of messaging and is driven by high-frequency environments like roadside, bus and transport.
  • Quality is influenced by the company you keep – media plans that want to drive quality metrics need to include premium sites, premium environments or premium production techniques.
  • Recommendation is driven by high dwell-time environments and is understood through Confirmation Bias – we spend more time with things we like.
  • Value for Money is about making people feel that what they’re paying for something is worth it. This is driven by high dwell-time and premium environments.

Jennie Roper, Head of Insight at Kinetic told us “The OOH Playbook proves that OOH works first and foremost. And it confirms a lot of the received wisdom that the OOH industry has traded on over the years. For example, if you want to drive quality it is all about the company that you keep and you need to invest in quality formats and environments.  There are some findings that raise the importance of different facets of media planning that have often been underplayed. For example, the importance for planners to look at frequency levels and the role that dwell time plays in the purchase funnel. By understanding the role of OOH beyond a CPT raises the bar of OOH media planning.” 

Analysis for the OOH Playbook was conducted by MediaCom and Wavemaker.

Displayforce Joins @DPAAorg

June 16th, 2021

Russ Curry, Ministry of New Media

DPAA, the leading global trade marketing association representing advertising and content outside the home while driving the digitization of out-of-home media, announced this week that Displayforce, the provider of personalized marketing and analytics driving retail and programmatic DOOH revenue, has joined the association.

Displayforce has a mission to help marketers and advertisers across the globe build truly connected, personalized and transparent communications with their audience in any physical locations. The platform includes digital signage with real-time analytics, customer flow, mood recognition, and in-store performance.

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Clear Start From @ClearChannelUK

June 16th, 2021

Adrian J Cotterill, Editor-in-Chief

Clear Channel UK today announced the launch of Clear Start, a new programme aimed at start-ups which seek to scale up their businesses through OOH advertising. The new proposition will help emerging brands accelerate their growth using tailored OOH campaigns that can deliver key building blocks for growth – Reach, Activation, Fame.

Start-ups to join the Clear Start programme will have their OOH media investment matched pound for pound in the first year. Additionally, their outdoor advertising campaigns will benefit from free creative and production services, audience insights, and media planning using market-leading tools such as Clear Channel RADAR®, Route and CACI, bespoke market research to measure campaign effectiveness, as well as other marketing support.

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#InfoComm21 Registration Now Open

June 15th, 2021

Andrew Neale

Registration for #InfoComm21 which takes place October 23-29 at the Orange County Convention Center in Orlando, FL. is now open.

You can click here.

This will be AVIXA’s first in-person event in North America since 2019 – some 862 days or two years, 4 months, nine days later!

Simply NUC and @Ultraleap TouchFree Bundle

June 15th, 2021

Andrew Neale

Ultraleap and Simply NUC have launched their TouchFree Bundle that will bring hygienic, touch less interaction to locations around the world.

Saurabh Gupta, Director of OOH Product at Ultraleap, said, “We’ve worked hard to get the TouchFree application to market to meet the increasing demand for touchless interaction. Combining Ultraleap’s world leading hand tracking and SimplyNUC’s power, customers will have the best-in-class experience. This is the first truly plug and play solution with TouchFree, and we’re excited to make it accessible to more people.”

The TouchFree Bundle is a complete plug and play solution allowing consumers to interact using gesture control. It includes Ultraleap’s hand tracking camera module, Ultraleap’s TouchFree application and a choice of Simply NUC mini PC pre-installed with Ultraleap’s hand tracking software.

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Getting Closer To A Touch Less Airport Experience.

June 15th, 2021

Russ Curry, Ministry of New Media

Frequent flyer program customers of Star Alliance member airlines will soon be able to use their biometric identity across any participating airline at any participating airport following a new agreement between the world’s largest airline alliance, NEC Corporation and SITA.

Barbara Dalibard, CEO, SITA, said “Together with NEC, SITA is pleased to be supporting Star Alliance in bringing the full benefits of biometric identity to their member airlines. Passengers have long welcomed the advantages of control and speed automation brings to the passenger journey; a trend that has been accelerated by COVID-19. With this agreement the benefits of biometric identity will be extended from a single airline or journey to a vast network of airlines. That is truly unique and demonstrates the benefits digital identity can bring to the passenger.”

The agreement announced this week is aimed at accelerating the availability of biometric self-service touchpoints across Star Alliance’s member airlines while delivering a faster, touch less airport experience.

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