DailyDOOH

Today, VIOOH, a leading premium global digital out of home (DOOH) supply-side platform, released its annual research into the programmatic DOOH (prDOOH) market. The findings show that the UK is a well-established prDOOH market, with programmatic accounting for almost a third (29%) of campaigns in the past 18 months. This is the highest growth rate globally, tied with the US and France, and surpasses the global average of 27%. In the UK, adoption is set to increase to 36% in the next 18 months. The UK has a high proportion of advertisers (29%) who have previously used prDOOH and are starting to embrace programmatic as their standard buying approach for DOOH, confirming its status as an established market for prDOOH.

Jean-Christophe Conti, Chief Executive Officer at VIOOH told us “In the UK, awareness of the advantages of prDOOH is widespread, and recognition of its future potential continues to grow. This is driven by a strong emphasis on audience-centric strategies, performance-based metrics, budget shifts and a growing role of DSPs in planning and buying prDOOH. As the advertising landscape evolves and advertisers are increasingly aligning their campaigns across channels, we expect prDOOH’s ability to deliver targeted, measurable and eco-friendly campaigns to solidify its position as a key player in the UK’s media landscape”.

Surging demand for prDOOH reshaping budget allocations

Investment in prDOOH in the UK is set to grow by a third (29%) in spending over the next 18 months. The UK growth is expected to be fuelled by new budget allocation according to a quarter of respondents (24%), a 9 percentage points (ppt) year-over-year (YoY) increase. UK marketers are also moving budget towards prDOOH from digital channels (82% including DOOH, +6 ppt YoY) in-line with the global average (83%), a trend which is slightly more pronounced for advertisers (85%) compared to agencies (80%).

Growing preference for an automated and data-driven approach to DOOH

Programmatic-only buys have seen a substantial YoY increase, accounting for 47% of DOOH campaigns in the past 12 months (+18 ppt YoY).

DOOH campaigns have also typically been bought using a combination of programmatic and direct buys (38%) and direct-only buys (45%). The increase in programmatic-only campaigns indicates a growing preference for this automated and data-driven approach to DOOH advertising in the UK.

Most UK respondents (90%, +9 ppt YoY) agree that prDOOH offers the most innovative advertising opportunities of all media channels, surpassing social media (83%) and display (81%), although prDOOH is most typically bought alongside social media for both brand (83%) and performance (83%) led campaigns.

UK marketers value prDOOH’s ability to deliver high-quality viewability (61% compared to 58% globally). This likely stems from the top-tier placement of digital screens in busy areas and the clear visibility offered by digital displays. 

While OOH specialist media agencies remain a key resource for planning and buying prDOOH, utilised by 78% of marketers (+27 ppt YoY), the role of demand-side platforms (DSPs) has grown substantially, with 43% of marketers leveraging DSP managed services for prDOOH, a notable 30 ppt increase YoY. This aligns with a broader global trend towards greater DSP adoption, as prDOOH is increasingly planned, bought and activated within multi-channel campaigns.

Dynamic Creative Optimisation (DCO) is gaining significant traction in the UK, with 96% of marketers considering, piloting, or actively integrating it into their prDOOH campaigns.

Recognising the dual benefits of prDOOH for both brand building and performance marketing, UK marketers prioritise performance-based metrics when assessing campaign effectiveness. The top three metrics used to evaluate prDOOH campaigns include sales uplift (53%), impact on website traffic (44%), and increased performance when integrated with other digital channels (42%).

Sustainability & prDOOH

Sustainability is a major consideration for UK advertisers when planning and buying media, with 59% ranking it among their top five factors (compared to 52% globally). Marketers in the UK particularly favour prDOOH for its efficiency and sustainability credentials, recognising its eco-efficient reach as prDOOH is only activated when a relevant audience is present or predefined trigger criteria are met (61% prDOOH vs. 55% DOOH vs. 49% OOH).

See the full report here: viooh.com/sotn

Clear Channel UK, has announces the expansion of its Adshel Live network to 3,500 screens, further solidifying its position as the UK’s largest digital Out of Home network.

Since its launch in 2015, the Adshel Live network has helped propel DOOH growth in the UK, offering unparalleled reach, impacts, and proximity to key retail locations across the UK—all while driving sustainability and social contribution. As a percentage of the overall Out of Home (OOH) revenue, DOOH revenue has more than doubled from 32% in 2015 to 65% in 2023 (source: Outsmart/PWC).

The 3500th screen was installed in Southampton, one of the 350 UK cities and towns where Adshel Live is now present, with 205 being uniquely covered by the network in terms of digital roadside footprint.

With more than 628m impacts and a national reach of 36m fortnightly (source: Route 51), Adshel Live continues to deliver more impacts and reach than its competitors, with 66% coverage across the UK alone. Every fortnight, Adshel Live reaches 32% more than all other roadside digital 6-sheets combined.

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Intersection, the experience-driven out-of-home media and technology company, and Metro Transit, the transportation resource for the Twin Cities, this week announced the deployment of 12 new, state-of-the-art digital bus shelters throughout the Minneapolis and St. Paul region.

“Enhancing everyday experiences in cities is core to our mission,” said Scott Goldsmith, President and Chief Operating Officer at Intersection. “The ability to deliver real-time customer information in more locations, and deliver more impactful advertising that will generate incremental revenue is a testament to the future-focused nature of our longstanding relationship with Metro Transit.”

Prior to this deployment, Metro Transit’s network of more than 150 bus shelters contained only static advertising panels. The introduction of 75” digital screens provides opportunities for brands to engage with customers through more dynamic content in the busiest parts of the city— and allows Metro Transit to share transit information with customers, ultimately improving everyday rider experiences. Intersection and Metro Transit will have a total of 40 digital shelters deployed over the next six months. Digital bus shelters are positioned within high traffic areas of the Twin Cities, including the busy downtown core and high traffic suburban locations.

Metro Transit General Manager Lesley Kandaras said “These digital screens support our larger effort to provide riders accurate real-time information in a variety of ways while at the same time generating revenue that supports transit operations across the region,”

Intersection has been Metro Transit’s advertising partner since 2007, deploying and managing a wide variety of media formats across train cars, major transit hubs, and on rail station platforms.

Intersection’s media network also extends across the top U.S. media markets – New York, Los Angeles, Chicago, Philadelphia, Atlanta, Seattle, and San Francisco – in addition to other major regions such as Austin, Charlotte, New Jersey, Pittsburgh, Portland, Boston and more. In all, Intersection’s network reaches over 50 million people monthly through more than 400,000 digital and static assets nationwide.

DPAA, the global trade marketing association, driving the growth and digitization of out-of-home media today, has announced the recipients for its Leading Women in Digital Media Awards.

The award series recognizes female leaders in various career and life stages who have demonstrated significant leadership in digital advertising and media. Winners will be recognized at the DPAA October 15 Global Video Everywhere Summit during #OOHNYC, with keynotes from Colgate-Palmolive, GM, Danone, Mastercard, up to the minute news on the U.S. election by a well known journalist, and a Broadway surprise!

The following Leading Women are being recognized in their respective categories.

• Rising Star – Nicole Robinson-Etienne, Senior Director of External Affairs, Intersection
• Unsung Hero – Margarita Neymark, Head of Partnerships, Wrapify
• Vanguard – Lina Maggi, Sr. Vice President, Partnerships, BCN

DPAA WE.DOOH’s program is a series of webinars and workshops designed for women on key topics of career advancement, work life balance, etc. The program harnesses and celebrates the role of women in the DOOH industry. The Advisory Board guides the programs and developed the Leading Women in Digital Media awards to promote the contributions of women to the industry.

The Canadian Out-of-Home Marketing and Measurement Bureau (COMMB) has announced the expansion of its membership roster, welcoming Cineplex (TSX:CGX) as its newest media owner member.

With the addition of Cineplex Media’s national shopping network – spanning 96 shopping destinations, including nine of the country’s top ten busiest malls – to its membership base, COMMB proudly unveils its inaugural Mall Measurement Methodology.

COMMB has collaborated with Cineplex Media and Cineplex Digital Media (CDM) to refine and accredit this innovative measurement approach, the first of its kind within the COMMB space to leverage AI-powered audience measurement technology. Central to this development is CDM’s integration of Quividi’s Audience Measurement Platform, which uses advanced footfall detection Ai’s to accurately detect and count real-time first-party audience impressions. This technology ensures Cineplex Media’s advertisers receive reliable and transparent reporting while upholding strict privacy protections for audiences.

Farrokh Mansouri, Head of Data Science at COMMB told us “Cineplex Media’s membership with COMMB and the integration of AI-based technology into place-based measurement represents a significant leap forward in the industry. By leveraging this technology to enhance the accuracy of out-of-home (OOH) measurement, we are paving the way for significant advancement and ushering in a new era of DOOH measurement that benefits both media owners and advertisers alike.”

Vanessa Benfield, Senior Vice President, Media Sales at Cineplex Media, added “Our membership and collaboration with COMMB marks a significant milestone for Cineplex Media as we continue to enhance our audience measurement capabilities across our networks. This partnership underscores our dedication to providing advertisers with accurate, privacy-compliant, and now COMMB-accredited measurement and reporting. By pioneering this advanced measurement methodology, we are not only improving the precision of our data but also establishing a new standard for transparency and accountability in the DOOH space.”

Cineplex Media and CDM’s innovative approach will be showcased at the AdAi Conference, where the team, in partnership with Quividi, will discuss how they are leveraging AI-driven technology to transform audience measurement and elevate the standards of the industry.

Jessica Creces McElhone, Senior Vice President, Strategic Growth at Cineplex Digital Media, said “Together with our mall and technology partners, CDM has been a leader in the Canadian DOOH measurement space for more than 5 years. We are passionate about providing our digital media network partners with cutting edge, privacy-compliant networks, and Cineplex’s new COMMB accreditation ensures our DOOH partners receive the most value for their impressions.”

COMMB is the national not-for-profit organization for the Canadian out-of-home (OOH) industry. Our membership base is comprised of advertisers, agencies, programmatic tech stacks, and OOH companies, large and small. COMMB is responsible for the collective marketing and measurement efforts for the OOH industry, developing proprietary audience measurement methodologies for a variety of OOH media formats, and ensuring the voice of OOH is at the forefront of media via broad marketing and communications initiatives.

Captivate, North America’s leading digital video network that delivers 100% viewable, fraud-free, brand-safe media in top office towers and luxury residential properties, is thrilled to announce a strategic partnership with Adelaide, a pioneer in attention metrics for advertising.

We are told that this collaboration will enable Captivate to leverage Adelaide’s cutting-edge attention metrics, providing brands and advertising agencies with unparalleled insights into audience engagement on Captivate screens.

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Viant Technology Inc. (NASDAQ: DSP) has launched ViantAI which is described as an advanced AI-powered platform set to reshape how programmatic advertising is planned, purchased and measured.

“ViantAI is a breakthrough for our industry,” said Tim Vanderhook, CEO of Viant Technology. “It acts like a digital advertising expert, taking over the difficult, data-intensive work so advertisers can focus on high-level decision-making and creativity.”

ViantAI is an autonomous platform that handles every stage of programmatic advertising, from building campaign plans to optimizing execution. It takes the complexity out of the process by creating fully data-driven media plans and executing them in minutes. Advertisers and agencies can rely on ViantAI to manage their campaigns while they focus on broader strategic goals.

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Get ready to meet BILLBOT in real life at our AdAi Conference in Toronto on Tuesday September 24, 2024.

COMMB’s OOH-GPT v2 Companion is here to provide smart insights into Canadian OOH advertising. Catch BILLBOT in action at The Globe and Mail Centre, 351 King St E Toronto, in a demonstration by COMMB’s Director of Brand Communications Jennifer Copeland.

Introducing Billbot: Your Go-To Companion for OOH Insights and Information Jennifer Copeland | Director of Communication | COMMB

AdAi Conference Sponsors include: –

@AdQuick @BentleySystems

@Broadsign

@DAACanada DOCMA

Fabric Folk @EnvironicsA

@leger360 Locala

@quividi @profectio

@SinglestoreDB Squareknot Analytics

@spotzicom @MediaResources

@COMMBCA @DailyDOOH

Tickets can be purchased here.

DPAA, the global trade marketing association, driving the growth and digitization of out-of-home media is holding its next Women’s Empowerment Webinar Tuesday September 17 which will feature DOOH and Tech leaders from Outfront, Lamar Advertising, and GroundTruth.

The September 17 event at 8am PT/11am ET/4pm GMT will explore the interplay between workplace microaggressions and how they can hinder making connections and ultimately hinder women’s advancement. The Workshop will provide practical strategies to manage these challenges and build a supportive professional network.

The session will be led by DPAA’s subject matter expert, Jennifer Willey, Founder & CEO of Wet Cement, a consultancy that builds inclusive and empowered cultures; and will feature an industry panel with guest speakers Kate Scappaticci, COO, GroundTruth; Ian Dallimore, VP Digital Growth, Lamar, and Christina Radigan, Sr. VP Research, Outfront.

Microaggressions—subtle, often unintentional discriminatory comments or behaviors—can significantly impact women’s confidence and sense of belonging in the workplace. This session will teach you how to identify and understand the effect of microaggressions, develop strategies to respond to them, and understand the importance of allyship and how to cultivate allies within your network to support professional growth.

“DPAA’s Women’s Empowerment Program, WE.DOOH, tackles important issues for women in the workplace,” said Barry Frey, President & CEO of DPAA. “Because of the importance of this topic we have opened up this webinar to members and non-members alike, I encourage you to sign up, invite colleagues and forward to your Employee Resource Groups.”

Because of the importance of the topic, DPAA will open this webinar to non-members. You can register yourself and your teams here.

There is no doubt that Cineplex Media, in partnership with Quividi, the undisputed leader and pioneer in audience measurement and shopper engagement for DOOH & Retail, is pioneering the use of AI-powered audience measurement in the Out-of-Home advertising industry.

Their digital mall screens leverage this technology to collect real-time data, offering advertisers precise insights into viewer engagement. By being an early adopter of AI, Cineplex Media is setting a new industry standard, highlighting how real-time audience data can drive content strategy and enhance the effectiveness of advertising campaigns.

At our AdAi Conference in Toronto on Tuesday September 24 executives from this unique collaboration will be taking to the stage to explain more about the future of OOH advertising, where advanced technology plays a critical role in shaping campaign outcomes and to answer your questions…

15:00 – 15:30: Taking the Lead in AI in Out of Home with Jonathan Laflamme | Vice President, Sales | Cineplex Media and Mitch Wade | SVP Sales | Quividi in Conversation with Alessia Di Cecco | Cineplex Digital Media | Account Director, Strategic Growth, Malls & Real Estate

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