DailyDOOH

For COMMB’s 4th Special Report on Canadian’s travel and activity levels during the #COVID19 pandemic, COMMB once again sourced mobility data from mapping software and mobile device data along with coinage collection data from digital jukeboxes for this report.

Data that tracks consumer movements shows an increasing trend in out of home activity compared to the lows experienced during the early stages of the pandemic in late March/early April. These numbers are encouraging and show how Canadians are increasing their travel and activity patterns as restrictions are lifted.

The largest upswing in activity occurred in Retail & Recreation with Quebec having the highest increase of 11 percentage points, from the previous week of May 11-17, followed by British Columbia and Nova Scotia with 7 points. The 5-province average was up 6 percentage points, for the same period, to -32% below baseline numbers.

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SNA Displays has manufactured a two-screen LED marquee which has been installed above the canopy at the entrance to the Peachtree Center Transit Station in downtown Atlanta.

The site, also known as the Gas Light Tower, is located at 235 Peachtree Street on the corner of Peachtree St NE and John Portman Blvd NE, across from the Atlanta Convention Center and about half a mile from the World of Coca-Cola.

Peter Simon, director of sales for SNA Displays told us “Peachtree Center North was one of the first digital displays in the Atlanta Arts and Entertainment District after zoning restrictions were updated. The city recognized the opportunity to increase engagement and ad revenue by allowing digital assets in this area.”

The LED display system wraps around Peachtree Center North at a 90-degree angle, giving viewers throughout the busy intersection access to the content. The west-facing screen is 43’7″ wide and 8’8″ high and the south-facing panel is the same height but 31 feet long.

Nick Gioia, SNA Displays project manager said “Orange Barrel Media, Henry Incorporated, and SNA Displays were all committed to getting this project done and truly worked as a team to deliver a spectacular LED display for the City of Atlanta to enjoy. As always, the creative content by Orange Barrel really sets this installation apart”.

Both displays sport an 8.0 mm pixel pitch and are part of SNA Displays’ EMPIRE™ line of outdoor LED display products. Henry Incorporated, which specializes in custom architectural designs, installed the displays for Orange Barrel Media, a leader in unique outdoor media.

Barco’s industry-leading image processing platform has a new addition designed for diverse applications.

The PDS-4K is a full-screen presentation switcher meeting audience’s growing expectations towards high-quality visual experiences, but also responding to the users’ demands for flexible, long-lasting and easy-to-use solutions. The new switcher enables easy content management and allows you to engage even the most critical of audiences.

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GlobalReach Technology this week launched a new tool to help to manage safe social distancing as offices and venues reopen after lockdown.

Chris Bruce, Managing Director, GlobalReach Technology told us “Our customers are keen to reopen, and in some countries retail venues are already back to 40% of normal time footfall, but their priority is that their staff and customers are confident that safety measures are being taken. This is a valuable way to use existing public Wi-Fi networks, to help proactively protect staff, customers and the public, so that they can reopen faster, start to trade and see revenue again.”

Crowd Insights uses existing public Wi-Fi networks to collect anonymous location, volume and movement data, even without user authentication. Pre-set limits identify crowding, triggering alerts to help the venue proactively manage social distancing and keep customers and staff safe.

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The next Broadsign webinar is Thursday, June 4, 2020 at 1PM ET entitled ‘Why programmatic DOOH is a must in your crisis recovery marketing strategy’ – Broadsign have been putting together a series of webinars covering business optimisation, programmatic buying, and their own platform for a few weeks now, Ed.

We don’t quite know what the ‘new’ normal will be when things settle down, but one thing’s for sure, people are excited to get outside.

Join Broadsign for this practical webinar guiding marketers on how outdoor advertising is a must for recovery and beyond.

The speaker is Alexie Lopez, Programmatic Partnerships – North America

You can learn more about, and register for their webinars here.

JCDecaux SA (Euronext Paris: DEC), the number one outdoor advertising company worldwide, has announced a partnership with S4M, the drive-to-store platform, enabling advertisers to combine their Out-of-Home (OOH) and mobile advertising activations to drive store footfall.

Jean-Charles Decaux, Chairman of the Executive Board and Co-Chief Executive Officer of JCDecaux, explained: “OOH is at the heart of mobility, on the street and seen each day. The same is true for mobile, which is why this combination creates such an amplification impact. OOH is an interception media and when combined with mobile, it increases brand engagement and enhances the campaign’s efficiency. This strategic global partnership between S4M and JCDecaux follows our 2-screen strategy to enable advertisers to leverage OOH and mobile campaign performances. Thanks to JCDecaux’s worldwide network and S4M’s drive-to-store technology, brands will provide a unique experience to their customers whilst on the go and increase traffic to their stores. This new product will also help JCDecaux grow its ecosystem of technology partners to broaden the services it offers to agencies and advertisers.”

This offer, which will be available initially in eight markets worldwide including France, the USA, Spain, Italy, Belgium, the Netherlands, Singapore and Mexico, will allow advertisers to buy drive-to-store campaigns both on JCDecaux’s OOH network, and on mobile using S4M’s platform. By using both mediums, brands can target catchment areas around their stores, reaching more prospects than they would with one channel alone. S4M’s drive-to-store capabilities also allow advertisers to easily measure the footfall delivered by their OOH and mobile campaigns.

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JCDecaux in Australia this week announced that it is partnering with SCA to help extend its ‘Shop Local’ audio campaign into the Out-of-Home environment with dynamic feeds and localised content across its digital street furniture network.

The activity with SCA brings the ‘Shop Local’ campaign to life when people are out and about, with the voiced ads from Triple M and Hit radio shows featuring as a dynamic, API geo-targeted feed on the digital network across five capital cities. The feed will feature the station name, the local business name and its location, ensuring that audiences within specific suburbs receive content on local businesses in their local communities.

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Outsmart, the trade body for the Out of Home advertising industry the UK, and the IPA’s outdoor specialists have announced the publication of OpenDirect (OOH) 1.5.1, a programmatic direct trading standard for the Out of Home industry.

Amit Shetty Senior Director at IAB Tech Lab suggested that “OpenDirect provides a standard way for publishers to make their inventory available in any OpenDirect-compliant interface, which helps agencies and advertisers access premium inventory. The Out of Home collaboration to add channel-specific capabilities as an extension enables the global media industry to learn from the adoption of this project, refine as needed, and ideally merge the extension into the next version of OpenDirect.”

The standard builds on the IAB Tech Lab’s OpenDirect common structure, with an extension for media owners and buyers to connect and transact inventory in an OpenDirect-compliant interface. For media owners, this means that they can make guaranteed inventory available in a programmatic marketplace. For buyers, this means they can programmatically access inventory for their customers. For the industry, a marketplace that uses OpenDirect means a more fluid movement of inventory and increased opportunity to overlay data to inform purchase and sale decisions and purchase directly.

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The 2020 Internationale Funkausstellung Berlin, better known as IFA Berlin has, despite what the organisers say, effectively been cancelled or at the very least, what has been put in its place is nothing like the original.

Last year IFA Berlin spanned a week at Messe Berlin, and attracted more than 1800 exhibitors and 250,000 visitors making it undoubtedly “the largest consumer electronics trade fair in the world”. In its place this year, is an event that will take place over three days, September 3-5, 2020 and allow a maximum of just 1,000 attendees to each section of the event per day. In addition, #IFA20 will not be open to the public. All of this follows a decision made by the Berlin government several months ago, to ban any event with more than 5,000 participants until at least October 24, 2020.

No wonder then that South Korean newspapers (also picked up here by Invidis. see ‘LG und Samsung überdenken IFA-Teilnahme‘) are reporting that both LG and Samsung are re-considering taking part.

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The ARF David Ogilvy Awards exist to recognise the critical strategic advantage that research and insights play, and to celebrate the finest examples of the industry’s collective craft.

Jason Lonsdale, Ogilvy’s Head of Brand Strategy & Planning, USA and member of the ARF David Ogilvy Awards Grand Jury told us “Our efforts at gazing into the future—or even the present are being hampered by the global uncertainty created by the COVID-19 pandemic. This uncertainty only serves to highlight the pressing need for smarter, more innovative solutions to our research needs”.

Jason continued “Please enter your campaigns and encourage others to enter theirs. The deadline for entries is June 12. You can find more information on the ARF website”.

More information on how to enter can be found here.