DailyDOOH

There are generally considered to be seven continents: Asia, Africa, North America, South America, Antarctica, Europe, and Australia (sometimes called Oceania or Australasia) and the DPAA, the global trade marketing association, driving the growth and digitization of out-of-home media and its growing role in the omnichannel mix have long claimed to be truly ‘global’ and have members in six of those.

With no humans residing permanently in Antarctica (scientists and expedition staff live there seasonally at research stations, with populations varying between 1,000 and 5,000 during the summer months) the association can be forgiven for not worrying about the Great White South but perhaps you’d be surprised with the association’s current interest in Greenland.

Two-thirds of Greenland lies within the Arctic Circle (the Arctic by the way is not considered a continent because it’s primarily an ocean surrounded by landmasses) but it seems that the country’s population of 56,600 is of some interest to Barry Frey, DPAA president and chief executive officer.

Greenland’s new prime minister, Jens-Frederik Nielsen in his first press conference last Friday, thanked the DPAA for their interest in his country.

We note that:-

• Pilersuisoq, a chain of all-purpose general stores in Greenland, a major division of the state-owned KNI conglomerate is rumoured to be setting up a state of the art Retail Media Network.
• Nuuk Outdoor wants to install two dozen digital billboards aimed at the 19,600 inhabitants of the country’s capital.

All in all then, it seems that it is not just the leader of the United States of America that has his eyes set on Kalaallit Nunaat.

Mesmerize, an MJH Life Sciences brand, and a leader in patient education at the point of care, has announced a new partnership with Kinney Drugs. With 100 retail pharmacy locations, Kinney Drugs operates full-service pharmacies in New York and Vermont. As part of Kinney Drug’s retail media strategy, the partnership includes the installation of Mesmerize’s digital screens and enhanced in store radio in all Kinney Drugs locations.

“Kinney Drugs has been a trusted healthcare partner and market leader for more than a century in the communities that we serve, providing valuable health resources in our pharmacies,” said John Marraffa, Jr., President. “Installing Mesmerize digital displays in our pharmacy locations will enable us to communicate more effectively with our pharmacy customers and provide a valuable messaging platform to share service and pharmacy messaging to help create better health outcomes for our valued customers.”

Mesmerize’s displays are being prominently placed in the waiting and pick-up/drop-off areas of each Kinney Drugs locations, presenting a valuable opportunity for patient education and sponsor messaging. Displays will feature best-in-class editorial and educational content including information on health and wellness, symptoms, adherence, disease states, treatment options, and more. Kinney Drugs will be partnering with Mesmerize and their full-service digital signage studio to create custom messaging educating customers about products and services at the pharmacy.

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Unique X, a global leader in cinema solutions, has announced, what they say is a groundbreaking partnership with Place Exchange.

This collaboration introduces the first true programmatic advertising solution purpose-built for the cinema industry, revolutionizing the way cinema advertising is bought and sold.

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MCDecaux, Japan branch office of JCDecaux, the number one outdoor advertising company worldwide, is launching the programmatic purchase of the premium digital inventory in Japan.

Malik Roumane, President of MCDecaux said, “We are pleased to announce our entry in the programmatic DOOH market in Japan, which has rapidly expanded and is a major growth factor of the OOH industry in Japan. We start with KIX/ITAMI, which are two top airports in the west area of Japan. With the two airports, advertisers can reach the highest number of inbound travellers from Asian countries as well as domestic travellers both for business and leisure. Tailor-made communication with data makes it possible to broadcast the right message at the right time, and contribute to the best return on advertising investment. With Street Furniture to join in the programmatic inventory, advertisers will see opportunities to leverage the nationwide pDOOH network in Japan soon.”

The inventory starts with 55 digital screens all available in top two airports in Kansai region, Kansai International Airport (KIX) and Osaka International Airport (ITAMI) which are now available for programmatic purchase via VIOOH.

This, we are told, is a unique opportunity for advertisers to reach their audiences in spring 2025, the year of Osaka Expo 2025. Digital screens in 10 cities of Street Furniture will join in the inventory in Q2 this year.

Jean-Christophe Conti, Chief Executive Officer at VIOOH told us “At VIOOH, we are committed to growing our programmatic DOOH offering globally. Already available in 26 markets, we’re pleased today to launch in our twenty-seventh market, Japan. Initially available at airport locations, we plan to expand our DOOH footprint in Japan later this year. Programmatic DOOH now offers advertisers, both those buyers within Japan and overseas, to connect with a multitude of new potential customers. The flexibility, efficiency and omni-channel campaign opportunities are infinite.”

Premium DOOH inventory of KIX and ITAMI will be available through VIOOH and joins the programmatic DOOH airport offering available on 7,500 screens in 26 JCDecaux international airports, including 15 of the busiest ones: in the US in Dallas-Fort Worth, Los Angeles and Miami, in Europe in London Heathrow, Paris-Charles-de-Gaulle, Frankfurt, Lisbon, Paris-Orly, Milan-Malpensa, Brussels and Milan-Linate, as well as in Asia-Pacific in Hong Kong, Singapore, Sydney and Macau1.

In recent years, MCDecaux has intensively developed its digital out-of-home offer nationwide in two environments, airports and Street Furniture. The programmatic offer is now available at airports, and will shortly be also in Japan’s top cities with 180 digital screens of bus shelters and City Information Panels, which are Tokyo, Osaka, Nagoya, Sapporo, Sendai, Yokohama, Kawasaki, Hiroshima, Fukuoka and Kobe.

1 Airports ranked according to average passenger traffic in each geographic area, from busiest to least busy.

Digital outdoor media leader QMS this week revealed the strong results achieved for its partners from the 2024 Paris Olympic and Paralympic Games digital out of home screen network (the Games Network), showcasing the significant increases in brand metrics, long term memory encoding and sales outcomes.

Working with research company Kantar, QMS found that the Games Network drove significant brand lifts among exposed audiences, including sponsorship awareness (+8.5 points), affinity (+5.9 points), brand difference (+7.6 points), consideration (+7.6 points), and desired brand perceptions (+6.7 points) when compared to those who were not exposed.

Studies by neuroscience research company Neuro-Insight also found that the Games Network had a clear impact on consumers, delivering 22% greater long-term memory encoding (LTME) compared to non-Paris campaigns. Additionally, partners benefited from being adjacent Paris dynamic content, achieving 24% greater LTME for their brand ads, highlighting the power of the network in driving real impact.

QMS’ Games Network reached more than 11.5 million Australians* and harnessed the advanced digital capabilities of out of home (OOH) to deliver real-time breaking news, medal moments, and medal tally updates with immediacy, accuracy and scale for official Olympic and Paralympic partners including Allianz, Toyota Australia, Woolworths, Stan, Patties Food Group and Bupa.

A remarkable 81,478 pieces of dynamic content was served across the six weeks of activity, a feat never seen before in the local OOH industry as the network shared the excitement of the Games to every corner of Australia.

QMS Chief Strategy Officer, Christian Zavecz, told us “By pushing the boundaries of DOOH with the Games Network, we have proved its multi-dimensional power as a major media channel, setting a new global standard for real-time, audience-driven engagement. Beyond our own dynamic content, our partners fully embraced the real-time creative opportunities of DOOH to further connect with audiences. Working closely with each client and their creative agencies, we collaborated with our partners to evolve their messaging to capitalise on this heightened moment and align with key events throughout the Games. And the results of the network speak for themselves. Kantar’s research showed strong lifts in key brand KPIs crucial for brands in driving a competitive edge, while the Neuro-Insight studies clearly demonstrate the power of our Games Network and dynamic content in driving impact”.

An example of this impact was Patties Food Group, which used OOH to anchor its “Being a fan is hungry work” campaign for Four’N Twenty pies and cement its status as the official fan food of the Olympics.

Patties Food Group Chief Marketing and Growth Officer, Anand Surujpal, said “As the official pie of the Australian Olympic Team, our ‘Being a fan is hungry work’ campaign for Four’N Twenty celebrated those who put sport first no matter what – even when Australians were competing in France at 3.00am … We knew we had something really strong when the campaign went live. We had lifts of up to 30% in unit sales from our largest and strongest brand. To see the campaign conversion into business results was really pleasing, but to then also see in post campaign tracking we retained the new consumers and maintained the market share growth demonstrates the power in anchoring our brand activity in out of home”.

*MOVE 1.5 September 2024 all people 14+

The DPAA are holding another UK Town Hall in London today, Tuesday April 1 where guests will be able to enjoy cocktails and networking along with a special presentation of results from the DPAA UK’s Omnichannel Decision Makers Study.

Location
Assembly – London

110 Southwark Street, London SE1 0SU, UK

Date & Time
April 1, 2025,
5:00 PM – 7:00 PM

More information can be found here.

A membership programme designed to help new and accelerating businesses grow by broadening access to outdoor advertising, has been launched by the UK’s fastest growing roadside advertising provider, 75Media.

Ignite will give businesses up to two times amplification of their media budget, alongside a series of dedicated support and creative guidance. In addition to one-to-one support throughout the advertising process, the programme will also offer members exclusive networking opportunities, expert-led brand building workshops and access to year-round events.

To help brands looking to scale-up access the power of out-of-home advertising, key features of Ignite include flexible payment terms and robust reporting enabling businesses to track impacts, reach and frequency as well as have meaningful insight into audiences’ media consumption patterns.

Lucy Bendall, 75Media National Account Director and Ignite programme lead told us “We understand the challenger brand landscape because we are a challenger brand! We have first-hand experience of the unique hurdles that come with being a growing business. We see this as a partnership with member companies, helping them to scale up over a planned period of time. We know that if brands commit to outdoor media for a year, they’ll see the benefits. We typically find that our clients increase their spend year-on-year by 20% – which they wouldn’t do if they weren’t seeing a return on investment. We believe we are the first outdoor media owner to run an involved, ongoing membership programme in this way, offering such a broad range of benefits. This isn’t just about the spend, it’s also about the support, insight and collaboration we can offer start-ups via a long-term partnership.”

TV personality and wellness expert Davinia Taylor’s WillPowders brand has just launched its first outdoor advertising campaign with 75Media. Using digital billboards around the North of England, WillPowders is looking to increase brand awareness for its range of wellbeing products aimed at those who are struggling with bad eating habits, hormone imbalances or low energy.

The match-spending element of the programme will scale in three bands with companies receiving up to two times amplification of their budget. As brands move into the Platinum tier this would equate to a further 100 digital billboards and 9.5 million views, but could be even higher for those with bigger budgets. The additional spend can be used on 75Media’s digital sites in cities including Aberdeen, Edinburgh, Leeds, Manchester, Birmingham and London. As a total estate, 75Media has 1,300 classic and digital billboards, which have the ability to broadcast to over 53% of the country’s adult population.

Another scale-up brand to sign up to Ignite is Clearspring, a family-run business which specialises in Japanese and organic fine food. Maria Dawson, its managing director, said: “The Ignite programme from 75Media has enabled us to embark on our first out-of-home campaign, something we once thought was beyond our reach. Our account manager, Lucy, has shared invaluable support and a personal touch that has made the entire process seamless, turning what was an unknown world into an exciting new opportunity.”

75Media received a seven-figure NPIF II investment from Mercia Ventures in March 2025, as the company focuses on using technology and developing AI-driven tools to make outdoor advertising more effective and accessible to businesses of all sizes.

For more information on Ignite click here.

JCDecaux in Australia has introduced a new way for advertisers to measure and reduce campaign carbon emissions with ready-made lower-emission programmatic networks powered by Scope3. These pre-selected networks across Small Format, Rail, and Large Format, enable advertisers to lower emissions by 31-53 percent compared to the Scope3 digital Out-of-Home benchmark.

SBS, through its media agency Hearts & Science, is the first client to take advantage of this new offering to promote the third season of Alone Australia. As a leader in sustainability within the Australian media industry, SBS has already achieved Net Zero for its direct emissions and is actively working towards reducing its Scope 3 emissions across its supply chain.

Brad Palmer, National Programmatic Director, JCDecaux, told us “Understanding and reducing carbon emissions can be daunting for advertisers, so we’ve made it simple. Our ready-made, lower-emission programmatic packages take the guesswork out of sustainable media buying, giving brands a straightforward way to reduce their impact while still reaching the right audiences effectively.”

JCDecaux has been working with Scope3 to develop an industry-first methodology that enables advertisers to measure and reduce the carbon footprint of their Out-of-Home media activity. Out-of-Home is the lowest-emission media channel available, proven to be four times more energy efficient than BVOD. *

Uma Oldham, SBS Head of Marketing and Media, said: “SBS is dedicated to innovative and responsible marketing strategies. We have done a lot of work to ensure we are at the forefront of decarbonising our operations. Access to clear emissions data, through a product such as this, means we can plan campaigns with greater accountability, helping us stay on track with our sustainability commitments.”

Ashley Wong, Chief Digital & Innovation Officer, Hearts & Science, was quoted as saying “As a foundation supporter of Ad Net Zero we are committed to accelerating the decarbonisation of Australia’s advertising and marketing sector. Reducing emissions in media planning can often be complex, however JCDecaux’s programmatic packages provide a simple, measurable way for advertisers to make lower-carbon choices without adding complexity to the buying process. For Alone Australia, we selected JCDecaux’s Large Format network because it offers a seamless way to meet SBS’s sustainability goals while ensuring strong campaign reach.”

This year’s OAAA OOH Media Conference will take place May 5-7, 2025 in Boston (registration is now open here) but don’t forget that there is a *new* inaugural event, presented in partnership with OAAA’s Independent Advisory Group, and sponsored by Blip and Adkom Media called The Independents Summit which looks like a great way to start the week.

The Summit will tackle the challenges and opportunities of independent OOH companies. You will be able to learn from experts, engage in roundtables to discuss challenges, share solutions, and explore growth—all while connecting with industry leaders.

Featured speakers include Gina Stratford, YESCO Outdoor Media; Diana Stevenson, CFO, Grace Outdoor Advertising and Pudge Roberts, President, Coastal Outdoor.

The summit is included with the normal conference registration.

Veridooh has announced that it has achieved SOC 2 Type 2 certification, which is says affirms its world-class data protection and security standards.

This globally recognised certification verifies that Veridooh’s systems meet the highest industry benchmarks for data protection, privacy, and cybersecurity compliance. It provides advertisers, agencies, and media owners with independent assurance that their campaign data is safeguarded by best-in-class security practices.

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