DailyDOOH

This week Student Freedom Initiative announced a long-term strategic partnership with Clear Channel Outdoor to engage HBCU students through Clear Channel’s internship program where they can gain real-world experience in the marketing and advertising industry and build career readiness skills.

This partnership will be further supported by a nationwide digital out-of-home campaign that raises awareness of Student Freedom Initiative’s resources and solutions to help students escape the burden of student loan debt.

Forbes highlighted the findings of an internal memo of top five advertising agency Interpublic Group. This memo reported only 2.6% of its executives were Black while 86% were White. While non-Hispanic white people comprise 59% of the US population, white actors account for 72.5% (increase from 65.6% in 2021) of people appearing in TV and digital video ads in 2022, according to a study by Extreme Reach, a global marketing and logistics company.

“As with all other public-private partnerships, from the onset, the goal with Clear Channel Outdoor was to be very intentional,” said Robert F. Smith; Founder, Student Freedom Initiative. “We sought a long-term industry partner, who was mission aligned, committed to a long term partnership, and sought to address the disparities in the advertising space while simultaneously seeking to tap into the $300 billion in unmet demand by Black consumers (McKinsey and Company).”

According to a report from McKinsey and Company, Black spending power reached $1.6 trillion in 2021, and Black consumers are younger and more brand-aware than other groups. At the same time 60% of consumers from diverse communities felt “invisible or underrepresented” in ads, up from 58% in 2021, according to a survey by the Alliance for Inclusive and Multicultural Marketing. The poll also found that companies that ranked highest on its diversity index saw the highest sales boost from ads. This McKinsey report also highlighted that only 6.3% of marketing research analysts and 5.7% of marketing managers in the US are Black.

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Billups has launched Billups Analytics, described as an innovative analytics platform specifically for OOH campaign performance tracking and measurement.

The press release says that it leverages machine learning technology and that “Billups Analytics is poised to transform how advertisers and marketers evaluate the effectiveness and impact of their OOH campaigns”.

“The misperception that OOH is not measurable inhibits investment from marketers seeking lower funnel results,” said David Krupp, global CEO, Billups. “Billups Analytics provides advertisers with insights into OOH performance by monitoring tailored delivery metrics for each board or screen at every hour of the day. This detailed measurement provides a clearer understanding of the campaign’s performance in near real-time. As a result, advertisers can dive deeper into pacing and delivery, and optimize campaigns quickly and effectively.”

Billups Analytics features a proprietary Measurement Dashboard that provides insights on both traditional and digital OOH advertisements, equipping advertisers with near real-time data on audience reach and demographics, along with a detailed analysis of each board or screen’s contribution to the overall campaign. Unlike other OOH measurement tools, Billups Analytics and Measurement Dashboard offer an all-encompassing view of the comprehensive OOH marketplace, ensuring a broader, more holistic understanding of campaign performance and audience engagement.

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Global, the Media & Entertainment Group, has this week announced that its Spanish division Global Spain, has been awarded the exclusive ad sales contract for Metro Barcelona.

Global will take over the contract from JCDecaux from January 1, 2024 until 2032.

Borja Balanzat, Managing Director of Global Spain told us “At Global we’re committed to the commercial transformation and digitalisation of outdoor media. Metro Barcelona’s stations provide a massive and highly receptive audience for advertisers and our national sales teams are well-equipped to deliver for all our partners and clients.”

Metro Barcelona serves 400 million passengers every year across 123 stations, offering huge reach for advertisers in the heart of one of Spain’s most dynamic and important cities. Metro Barcelona’s outdoor estate includes over 2,000 sites including both classic paper and digital screens.

As part of Global’s plans, all digital billboards across Metro Barcelona will be available to purchase programmatically, allowing advertisers to deploy highly targeted, data-driven campaigns on the network.

Global Spain will also implement a brand-new data and audience measurement system on the Metro Barcelona network as part of the company’s commitment to accurate audience targeting.

Global Spain manages advertising opportunities at 1,400 train stations and on more than 5,800 buses and trams across the nation.

The Outdoor Media Association (OMA) has tannounced the winners of the Quarter Three Creative Collection competition for 2023.

OMA members submitted 31 entries, including campaigns by JCDecaux, oOh!media, QMS, Scentre Group Brandspace, Cartology, TorchMedia, goa and Val Morgan Outdoor (VMO).

Guest judges:

• Abigail Holmes, Head of Client Strategy & Campaign Solutions, JCDecaux
• Christine Le Maitre, Head of Marketing ANZ, iNova Pharmaceuticals
• Mick Lakin, Creative Director, DesignStreet
• Sara Lappage, Chief Operating Officer, QMS

Elizabeth McIntyre, CEO of the OMA said: “Q3 was an outstanding quarter for Outdoor, with some big brands in market. The winners were a good mix of entertainment, services, and retail. It’s clear that some deep thinking went into these creatives to grab attention, a smile, and even a laugh. Inspiring emotion in advertising is hard to do, but when it happens it has the power to cement the brand into long-term memory. The winners for Q3 are not only immersive and clever, but are most certainly effective.”

Abigail Holmes, Head of Client Strategy & Campaign Solutions at JCDecaux said: “The Barbie campaign was a clear standout in the Best Use of Multi-format category. Tailoring creative for different formats made all the difference, and helped this campaign shine. From immersive bus shelters to train station takeovers, the city was painted Barbie pink.”

Christine Le Maitre, Head of Marketing ANZ at iNova Pharmaceuticals said: “I am a fan of strong, clear branding, and using a brand’s distinctive assets across mediums to get cut through. We saw effective use of colour in the Uber Eats campaign, Get Almost Almost Anything 2.0, in the Big, Bold, and Bright category by utilising the brand’s distinctive and iconic colours and tone of voice. This makes the campaign instantly recognisable and builds brand awareness.”

Mick Lakin, Creative Director at DesignStreet said: “LifeBlood always delivers beautiful campaigns, and the Big, Bold & Bloody Unmissable campaign is no exception. With a great cause, strong branding and contextually relevant messaging, this campaign claimed the win in the Out of Home for Good category. The judges were also very impressed that the red colour perfectly matched the tram colour to create a seamless design.”

Sara Lappage, Chief Operating Officer at QMS said: “The Network 10 Hunted campaign was a fantastic demonstration of the true power and impact of Digital OOH when used as part of cross-channel campaign integration. By focusing on individuals in the series and inviting the public to play along, Network 10 created an immersive campaign that used Digital OOH to their advantage; delivering broadcast reach and contextual relevance with the right message, in the right environment, at the right time.”

Launched in 2013, the Creative Collection celebrates the big, bold, and audacious canvas that is OOH by recognising exceptional campaigns in each quarter. Campaigns are judged across the following categories:

• Big, Bold, and Bright
• Best Use of Multi-Format
• Best Use of Digital
• Innovation in Out of Home
• Out of Home for Good

JOLT, Australia’s third party verified, sustainable digital-out-of-home and electric vehicle charging network, this week announced the launch of a first-to-market product that enables brands to further engage with high value audiences with its new in-app advertising solution.

The first of its kind in Australia’s media industry, we are told that this solution provides an unparalleled one-to-one connection with customers whilst charging their EVs at JOLT stations, providing brands a prolonged engagement window of more than 30 minutes.

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Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home advertising platform with Zitcha’s retail media platform.

The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels.

“The potential of in-store retail media is huge and yet still relatively underutilised by retailers and brand advertisers. We think the ability to run in-store screens and report on transactions, similar to other marketing channels, is going to be a game changer for brands looking at how they spend their OOH budgets,” Troy Townsend, CEO, Zitcha said. “By harnessing Zitcha’s unified retail media platform and our native Broadsign integration, retailers around the world wanting a comprehensive retail media solution can simplify and supercharge their in-store screens to drive additional incremental revenues and sales for advertising partners.”

With the combined technologies, a retail brand and its advertising partners can now develop more holistic on and off-site retail marketing strategies and better leverage the retailer’s first-party data for more effective customer targeting and attribution reporting. The integration arrives as 80 percent of shopping still happens in-store[1] and retail media is expected to reach $125.7 billion in 2023[2], and provides a clearer view into return on advertising spend (ROAS).

“Out-of-home and retail media are colliding, and we’re thrilled to be working with Zitcha to break down barriers to a more holistic retail media advertising experience,” added Adam Green SVP of Strategy. “Our joint efforts will help retailers and advertisers reap the benefits of omnichannel advertising across retail media network inventory, including in-store displays. The new integration will allow them to reach audiences on the path to and now also at the point of purchase, while simultaneously providing a simpler way for retailers to monetize their in-store display networks.”

A leader in out-of-home advertising technology, Broadsign works with retail giants globally – including Auchan, Ahold Delhaize, Coles, and Woolworths – to scale, manage and sell digital and static out-of-home inventory through automated software, intelligent campaign tools, network operations, and programmatic advertising.

Zitcha bills itself as the world’s first unified omnichannel Retail Media Platform, with a vision of making Retail Media better for everyone. Zitcha brings together a Retailer’s onsite, offsite, and in-store media assets to create a scalable all-in-one Retail Media Platform that’s simple for Brand’s to use. The platform combines high-performance data driven campaigns with transparent reporting and walled gardens with an aim to maximise yield for Retailers, ROAS for Brands and personalisation for Customers.

[1] National Retail Federation, March 2023

[2] GroupM, June 2023

Pikasso Italia has announced that, following a competitive tender, it has been awarded the exclusive mall DOOH advertising concession of Euroma2 by Quantela Inc.

Euroma2 is the second largest mall of Rome and the fourth of Italy (in terms of footfall) and the elegance of its architecture and fittings and the wide offering of the 230 shops and 30 restaurants and coffee shops, make it a very special Lifestyle Mall destination.

The DOOH mall advertising platform deployed inside Euroma2, consists of 35 custom LED Digital screens of different types and creates a unique, world class immersive opportunity.

Antonio Vincenti CEO of Pikasso told us “We are delighted to announce the win of the first mall of Pikasso Italia that will give us the opportunity to deploy all our know-how in Mall & Retail OOH Advertising. We are also honored to have been entrusted by Quantela to act as their exclusive advertising concessionaire of this fantastic DOOH Mall platform, to unleash its potential in terms of one of a kind engaging opportunity for advertisers. We are looking forward with enthusiasm to delivering to Italian & International brands and agencies experiential Mall campaigns amplified by their instagrammable compelling appeal”. 
 
The Pikasso Italia portfolio already includes the Milano Collection of large formats, which today consists of two Walls and two Rooftops located in major city traffic roads, distributed in the two areas north and south of Milan with respect to the center. We understand that the full digitization of the Milano Collection will be completed and announced in the coming weeks.
 

After more than 25 years of providing innovative signage solutions to many of the most iconic sports, entertainment and transportation venues in the world, ANC is making its debut on Broadway.

As part of a ground-breaking partnership for the firm with New Tradition Media, ANC has been retained to install and service three digital advertising boards at 1674 Broadway in New York City. Understanding the limitations of the high-traffic city location and the client’s timeline, ANC performed the majority of the assembly of the panels off-site to maximize installation efficiency. In addition to procuring the signage and managing the installation, ANC has been retained for a long-term service agreement.

The three boards, which began operation back on November 6, are all located at the north end of Times Square on the east side of the street on Broadway at 52nd Street. It’s an iconic corner that’s directly across the street from the famed “Ed Sullivan Theater” and formerly at the center of the famed jazz district. The new 8mm LED boards, which replace previously existing static signs, include a massive 2736 x 912 vertical board and a pair of 1728 x 540 horizontal signs.

ANC designs and integrates multimedia environments to deliver unforgettable experiences. Through custom design, execution, service operations, and multimedia advertising solutions, ANC transforms iconic sports arenas, transit hubs, entertainment venues, and retail locations, college and university venues across the United States. With over 25 years of success designing and installing immersive digital media experiences, ANC continues to deliver the unforgettable.

Branded Cities has announced a long-term renewal agreement with Cadillac Fairview for its CF Toronto Eaton Centre Tower.

Situated in Canada’s most populous city of Toronto, Branded Cities boasts dominance in the highest-profile venues. The company’s portfolio showcases an impressive roster of prestigious destinations: Yonge and Dundas, recognized as Canada’s busiest intersection; Union Station, acknowledged as Canada’s busiest building; and The Well, the epicentre of Downtown Toronto West.

In recent years, Branded Cities has expanded its presence within Union Station, introducing new offerings such as the Front St. Moat screens, the Bay Promenade screens, the Bay Concourse digital network and the striking digital screens at the entrance of the Scotiabank Arena. Simultaneously, its presence is strengthened at Yonge and Dundas with the launch of the Rogers Media Tower and the conversion of the Atrium Spectacular into the largest digital screen in Canada, now called the Atrium Media Tower.

“We welcome this opportunity to continue to offer our clients the best and most premium assets, allowing our creativity to shine by offering innovative capabilities and activations at our destination venues. As the leading iconic Out-of-Home company in the industry, we’re committed to becoming the first choice for brands who want to reach the most desirable audiences with maximum impact,” said Steve Ellman, Chairman and Chief Executive Officer at Branded Cities.

This move directly complements the major acquisitions that Branded Cities has achieved throughout the past few years with the addition of the highly anticipated destination venue, The Well. The growing portfolio of iconic venues allows brands unique opportunities to reach high-dwelling audiences who are most receptive to advertising. This designation also applies to the iconic destination, West Edmonton Mall.

At our AdTECH: OOH – Europe Conference on Thursday December 7 Clemence Chemel | Publishers Account Manager | Displayce will delve into the intricacies of Programmatic Digital Out-of-Home (pDOOH) advertising, aiming to debunk challenges and illuminate the path forward in 2024.

The rest of the agenda goes like this: –

09.30 REGISTRATION

10:00 Welcome
Chair | Andy Hamblin | Chief Revenue Officer | LDSK

10:15 KEYNOTE

Another Christmas Gift for Global OOH
Tim Harvey | Co-Founder | Knitting Media

A summary of progress on your worldwide OOH AdTECH standards this year from Outsmart (UK), OAAA (USA), OMA (AUS) and the IAB TechLab.

11:00 Debunking 2024 Programmatic DOOH challenges
Clemence Chemel | Publishers Account Manager | Displayce

This talk is tailored for industry professionals seeking a comprehensive understanding of the evolving landscape, with a focus on critical elements shaping the programmatic DOOH ecosystem.

11:30 TBD

12:00 Lunch and Networking

13:30 What’s The Difference Between Reporting And Third Party Verification?
Carlos Viladeval | Founder | OOHTRACE
Marvin Vacquier Droop | Founder | Confirm
chaired by Andy Hamblin | Chief Revenue Officer | LDSK

Andy brings together industry experts to discuss what the difference is between reporting and third party verification (IVP) and why brands need it.

14:15 Principles for Effective OOH in the Digital Age
Nicola Fox | Head of Programmatic | Talon

Nicola will explore the radical advancements in the DOOH industry and bring to life the brands that are pushing technological and creative boundaries, through daring campaigns supported by market-leading data and effective measurement, the catalyst behind the recent OOH renaissance.

15:00 Panel Discussion TBD

15:30 How To Create A Retail Media Network From Scratch
John Molendijk | Co-Founder | Streaem

16:00 Closing Remarks
Andy Hamblin | Chief Revenue Officer | LDSK

Retail Media Networks are an incredibly hot topic at the moment and we are delighted to have John Molendijk who will close the day’s proceedings by discussing how he and his team recently worked with SPAR ‘How To Create A Retail Media Network From Scratch‘.

We will be announcing our keynote speaker shortly.

The AdTECH: OOH Conference Series is aimed at those already in AdTECH wishing to learn more about the Out of Home Industry, and for those in Out of Home who wish to better understand Automation, Programmatic Buying, Marketplaces, Media Exchanges and Revenue Management.

This full day conference, now in its fifth year, is once again being chaired by LDSK‘s CRO Andy Hamblin. Registration is open here.

The conference takes place at one of our regular venues, namely B. Amsterdam which is conveniently pretty much centrally located between BOTH Amsterdam Centraal (for those like us who wish to arrive by train) and Schiphol Airport.

B. was created back in 2014. It’s an old IBM factory and associated office in the Riekerpolder, whch was emptied and filled with coworking spaces, offices and event rooms. The owners proudly call themselves a city in a building and have added a rooftop restaurant, padel courts, a gym and STACH shops.

#ff Sponsors @livedoohsk @DPAAglobal @Broadsign @KnittingMedia @Screenfeed @SeedoohPlatform @Quividi

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