DailyDOOH

Central Force International, an established research firm with a heritage going back to 1996 has just completed a study commissioned by Plan B OOH in Singapore, to deliver audience impressions data for out of home media.

The media trading ecosystem obviously needs audience measurement and the OOH media sector is often lacking versus other media. The Association of Advertising and Marketing Singapore (AAMS) has been educating the industry on the importance of measurement, and strongly urge the Singapore OOH media industry to establish and support a unified industry-wide currency of OOH measurement for collective development and growth. The absence of dependable data is leading some OOH media owners to seek individual solutions.

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The Australian Out of Home (OOH) industry has announced an increase of 9.26 per cent on net media revenue for Q1 2024, reporting $287.6 million, up from $263.2 million* for the same quarter in 2023.

Digital OOH (DOOH) revenue accounts for 74.1 per cent of total net media revenue year-to-date, an increase over the recorded 70.7 per cent* for the same period last year.

OMA CEO Elizabeth McIntyre told us “The OOH industry has never been as nimble, focussed, and unified, with a flurry of activity to start the year. From the ‘Fresh veg, deliciously affordable’ OOH campaign being our industry’s largest campaign yet, valued at more than $12.3 million; to launching the next phase of MOVE which gives greater transparency into Attention, Reach, and Impact metrics for all signs; and just last week, we hosted our second conference in partnership with the IAB, Powering DOOH, focussed on the potential of programmatic OOH for advertisers. After achieving $1.2 billion in revenue in 2023, I am eager to lead the OMA and MOVE initiatives to propel the continued expansion of the OOH sector”.

The Out of Home industry is projecting an annual compound growth rate of 9 per cent over the next four years. The forecast adds to PwC’s conservative projections with the industry’s knowledge of its continued investment in inventory, the launch of the new measurement platform MOVE, and the growth of programmatic buying.

Samba TV, a leading provider of TV technology for audience data and omniscreen measurement, has announced a new partnership with GSTV, the national US video network engaging and entertaining targeted audiences at scale across tens of thousands of fuel retailers.

We are told that this partnership also represents a significant milestone in the industry, marking some of the first research to quantify campaign-specific deduplicated reach across linear television and a non-traditional national video platform. Amid industry-wide discussions about the future of cross-platform media measurement, Samba TV and GSTV together offer a groundbreaking new development in on-the-go digital out-of-home (DOOH) video measurement and expand the measurement discussion beyond traditional screens and devices. Through its partnership with GSTV, Samba TV has conducted proof-of-concept studies, including campaigns for a national quick-service restaurant brand and a national consumer packaged goods (CPG) brand to analyze the reach and frequency of GSTV campaigns compared to national and local TV schedules.

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Here’s the full agenda for our AdAi: Miami Conference which will be this Wednesday April 17 during #MiamiTech Month’s #OOHMiami.

Our AdAI event series aims to create a confluence of thought leaders, innovators, technologists, and advertising professionals where they will delve into the potential of AI in revolutionizing the out-of-home (OOH) advertising sector.

12:30 Registration

13:00 Opening Remarks | Farrokh Mansouri | Head of Data Science | COMMB

13:30 Keynote: Insights on the State and Future of AI in OOH Advertising | Chris Duffey | Strategic Development, Creative Cloud Design | Adobe

14:00 How To Adapt To An AI World | Julie Thompson | CMO | OAAA in conversation with Avery Akkineni | Chief Marketing Officer | MD LatAm | Vayner Media

14:30 COFFEE

15:00 Measuring Location-Based Media with AI | Casey Binkley | CEO | Mobilytics and Mike Donaldson | Director of Business Development | BillboardPlanet

15:30 How AI Can Predict and Improve the Impact of Ad Creative | Sebastian Acevedo | CEO | Memorable AI

16:00 Navigating the AI Landscape: Quividi’s 17-Year Journey in Crafting Actionable, Affordable, and Responsible AI Solutions for DOOH & Retail Media Audience Measurement | Mitch Wade | SVP of Sales | Quividi

16:30 How Do AI Predictive Insights Help OOH chaired by Jules (Julie) Folkers | OOH Consultant and Beyond | TEDx Speaker

• Ari Buchalter | Chief Executive Officer | Place Exchange
• Stephanie Gutnik | Global Chief Strategy Officer | Billups
• Justin Schamach | Senior Account Executive | Placer.AI

17:00 Closing Remarks: Farrokh Mansouri | Head of Data Science | COMMB

The primary objective here is to broaden the understanding and adoption of AI technologies within the advertising industry, enhancing efficiency, personalization, and consumer engagement in OOH campaigns.

A crucial secondary objective is to expand the outreach of this event beyond the OOH advertising sphere. Cross-pollination of ideas from other industries will bring a fresh perspective, leading to more innovative AI applications and collaborations. We aim to attract tech companies, AI enthusiasts, students, researchers, and professionals from diverse industries to explore the symbiosis between AI and OOH advertising.

It is being held at one of our favourite event locations and one we have used many times before, namely Ampersand Studios, located centrally 31 NE 17th Street Miami, FL 33132.

The event is sponsored by Broadsign, Billboard Planet, ChannelSay, MEDIA MEA, memorable AI, Mobilytics, Movia, OAAA, Place Exchange, Placer.AI, Teralytics and Quividi.

Tickets cost USD 95 and registration is now open here.

We are always keen to shake things up a little with our own events and in 2024 we will be mixing up our AdTECH: OOH Conference Series (remarkably, established back in 2018) with our new AdAi Conference Series (the first of which attracted 240+ attendees when it was held in Toronto in November 2023).

For those interested, AdAi: Toronto will be held again this year in mid to late September.

#ff @Broadsign @BillboardPlanet @mediamea @moviamedia @YourOAAA @PlaceExchange @Placer_ai @teralytics @quividi, ChannelSay, memorable AI and Mobilytics

Leigh Lowery has joined Captivate, North America’s largest on-the-go news & entertainment network, as Chief Revenue Officer.

She rejoins the team as a Captivate veteran, with over 25 years of experience as an executive leader. During her first tenure with Captivate, Leigh served as SVP of
National Sales, driving record-breaking sales to achieve Region of the Year for three consecutive years.

She then took on the role of Group Vice President and Head of US Brand Partnerships at OUTFRONT Media, where she was named a Top 22 Women Driving Growth in OOH by OOH Today.

Marc Kidd, Chief Executive Officer told us “With Leigh’s track record of success, both inside & outside of Captivate, she is uniquely qualified to lead our team and we are thrilled to have her back,”

Captivate is the largest on-the-go news and entertainment network in North America, reaching influential audiences in the places they work and live. From the biggest stories to today’s weather, traffic updates to travel inspiration, we’re the daily source of information that sparks conversation, piques curiosity and makes an impact. We reach millions through our network of video-first screens in premier office buildings and luxury residential real estate, fostering powerful connections between brands and decision-makers, properties and affluent consumers. Influence the Influential with Captivate.

Audioscenic, developers of the innovative 3D Audio Beamforming Technology Amphi, have announced that Angela Lee has joined as their Head of Business Development.

She joins the business with twelve years of experience in marketing and business development, and a speciality of immersive technology, including VR and glasses-free 3D.

Angela was most recently the Partnership and Business Development Manager at Acer and before that worked with StarVR as their Partnership & Field Marketing Manager and at ASUS as their Senior Project Designer.

Dr. Marcos Simon, Audioscenic CTO and Co-Founder told us “Angela Lee’s appointment as our Head of Business Development marks a pivotal moment for Audioscenic as we accelerate our journey in revolutionising spatial audio technology. With her extensive experience and profound understanding of immersive technologies, Angela will be instrumental in driving advancements in spatial audio accessibility across various consumer electronic formats. Her proven track record, particularly from her time at Acer, underscores her ability to forge strategic partnerships. Together, we are ready to redefine how spatial audio is perceived and integrated into consumer devices, from monitors to headphones, amplifying the immersive experiences for users worldwide.”

Audioscenic is committed to advancing spatial audio technology and strengthening its market position. With Lee at the helm of Business Development, she will foster future opportunities for the Amphi AI Beamforming technology with an array of contacts in the industry. Through her communication expertise Lee will help shape how spatial audio is experienced and integrated into pre-existing form factors including, but not limited to monitors, laptops, desktop soundbars and headphones.

Kara Ullmann has joined Seedtag as Head of Political in the US. In this role, she will be responsible for establishing Seedtag’s go-to-market strategy, building key relationships, and leveraging the company’s contextual AI capabilities to support political agencies and organizations in achieving their goals.

Based in the D.C. region, Kara brings more than 15 years of experience in digital media, having worked with agencies and brands across various industries and markets, including the political category. She has been an active member of the American Association for Political Consultants (AAPC) and was recently honored to serve as a judge for the prestigious Pollie Awards.

“Strengthening our leadership team with top industry talent has been a key part of our strategy. Kara brings a powerful combination of political and digital media expertise that will be crucial as we strive to deliver privacy-compliant targeting for political agencies, candidates, and causes through our contextual AI capabilities,” said Brian Danzis, President of North America at Seedtag. “Kara’s demonstrated track record, coupled with her expertise and recognition in the political sphere, arrives at a critical time. As we spearhead innovation, we aim to provide campaigns with unrivaled capabilities for meaningful voter engagement. I am convinced that her contributions will be pivotal in our ongoing success.”

Kara’s appointment comes as Seedtag continues to innovate within the contextual advertising space, providing new ways for political campaigns to foster connections with voters. By leveraging Seedtag’s AI platform, Liz, political advertisers can identify topics and keywords that resonate with key audiences, enabling them to craft compelling narratives and reach specific voters with greater relevance.

Seedtag is the leading Contextual Advertising Company that creates highly impactful and engaging digital ads within relevant premium content, powering targeting and returns for top publishers and the finest brands. The company’s contextual AI, Liz, allows brands to engage with consumers within their universe of interest on a cookie-free basis.

Seedtag was founded in Madrid in 2014 by two ex-googlers who wanted to get the most out of editorial images. Today, it is a global company with more than 500 employees and a significant international presence, with offices in Spain, France, Italy, the U.K., Benelux, Germany, Mexico, Brazil, Colombia, Argentina, Chile, UAE, Peru, Canada, the U.S., and India.

JCDecaux Australia has launched broadcast-scale 3D (JC3D) across its Airport and Rail network. JC3D is now available on over 450 screens and multiple formats nationally, providing brands with an innovative platform to create memorable marketing experiences that resonate with audiences.

Max Eburne, Chief Commercial Officer, JCDecaux, told us “For a long time our clients have been wanting a 3D solution that offers more than a one-off stunt. With the activation of our broadcast-scale 3D across more than 450 screens spanning our national Rail network and Sydney and Perth Airports, JCDecaux is establishing a new era of immersive advertising experiences.”

With the highly anticipated survival series Alone Australia which launched on SBS at the end of March, the network embraced the opportunity to engage audiences through JC3D as part of its marketing campaign. Using 3D as part of the broader campaign meant SBS could bring the drama of the new season to life, drawing audiences to the series.

Jane Palfreyman, Chief Marketing and Commercial Officer, SBS, was quoted as saying “Alone Australia is one of our biggest and most valuable TV franchises and we were pleased to partner with JCDecaux and Hearts & Science on this innovative campaign. Using JCDecaux’s 3D solution allowed us to go beyond being a mere advert; it’s an experience that captures the audiences leaving a lasting impression – just as Alone Australia does. The JCDecaux team developed the final 3D creative for us, conveying the thrill of Alone Australia in a visually compelling and narrative-driven way, which connects audiences to the raw experience of the Alone contestants braving the elements on their own in their bid to survive the longest.”

This outdoor campaign was booked by SBS’s media agency Hearts & Science. Georgia Leathart, Hearts & Science Head of Strategy said “The choice to use outdoor 3D creative to showcase New Zealand’s wildlife was intentional. This allowed us to communicate effectively to audiences the change of location and scenery for this year’s season.”

Airports and rail stations are ideal locations for 3D, where higher dwell times allow for extended engagement.

Alone Australia Season 2 successfully launched on March 28 with episode one seen by more than 812,000 Australians with numbers continuing to climb through SBS On Demand viewing. SBS’s 3D Out-of-Home campaign is complemented by Transit, Small Format, and Large Format across the eastern seaboard.

In advance of MMA’s POSSIBLE event which kickstarts next Monday, Ee note that the MMA has announced the launch of its AI Leadership Coalition (ALC).

It is described as a pioneering initiative to drive responsible and effective applications of AI to marketing. The ALC is claimed to be the largest coalition of its kind, bringing together over 300 marketers from more than 160 companies.

At the POSSIBLE event the ALC will feature:

• An update on Think Tank research for a year now by MMA into AI-driven Personalization and its performance boost (+149% on average)
• An approach to consumer insights research that cuts time from months to hours.
• A CMO-only session on responsible AI and the six to seven documents MMA is releasing this year.

The MMA has 40+ experiments/research or guides that they are seeking to complete this year and nearly a dozen other opportunities for education.

KrowdSense is a new wireless occupancy scanner developed to measure storefront customer flow, peel rate and dwell times.

We understand that it was created as a partnership between Dallas-based Glass-Media and Toronto-based Kaidu, and are told that the device offers data on traffic and overall engagement necessary to maximize a retailer’s exterior displays.

It’s described as a a cost-effective and privacy-compliant alternative to traditional camera systems that is battery-powered and user-friendly.