DailyDOOH

Nickelytics, a leading provider of data-driven OOH advertising solutions, has acquired TRUCKADS, a premier provider of truck-side advertising and fleet graphic services. This strategic move significantly enhances Nickelytics’ capabilities and reach within the mobile out-of-home advertising market.

“This acquisition marks a transformative moment for both Nickelytics and TRUCKADS,” said Judah Longgrear, CEO of Nickelytics. “TRUCKADS strong track record in mobile advertising, combined with our advanced advertising technology, will allow us to deliver unprecedented value and innovative solutions to our clients. Together, we are poised to set new standards in the OOH advertising industry and provide unprecedented value in truck-side advertising for our clients.”

TRUCKADS has signed 127 affiliates and secured 54 URLs to protect its brand, achieving top Google rankings for numerous keywords. The company’s valuable toll-free 800 vanity number is perfectly aligned with its truckside advertising and fleet graphic services. Over the past two fiscal years, TRUCKADS® has generated a profitable $5.5M in revenue from marquee Fortune 1000 clients. Now, with Nickelytics’ robust analytics, the company is positioned for exponential growth

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The Out of Home (OOH) industry today announced half year net media revenue of $593.1million, up 8.0 per cent from $549.2million for the same period in 2023.*

Digital Out of Home (DOOH) revenue accounts for 74.4 per cent of total net media revenue year-to-date, an increase over the recorded 71.9 per cent* for the same period last year.

Half-year net media revenue category figures are provided from 2023 to capture the growth of the industry including OMA membership up to April 2024:

Retail media is one of the largest and fastest-growing advertising verticals in the United States.

Between 2016 and 2021, retail media ad spend increased from USD 1 billion to USD 30 billion, outpacing the growth of other channels such as video, social networks and search, according to the latest eMarketer’s Retail Media Explainer report.

Many industry leaders expect this growth to continue as retailers continue prioritizing in-store advertising as a key component of their retail media investment strategies.

Vibenomics, Quividi and Placer.ai are committed to helping retailers and advertisers succeed in this exciting new era of in-store retail media and have put together this excellent ‘in-store impressions unlocked’ white paper.

Square One, part of the Midwich Group, has officially launched its 85sqm experience and demonstration facility in Bray, County Wicklow, Ireland.

Ian Shanahan, AV Technical Specialist at Square One, said “I am thrilled to launch our experience centre here in Bray. We have a vast portfolio of UC&C vendors that we wanted to show to our customers while highlighting how they can work together to help them find the right solutions for their needs. To be able to display some of the latest and greatest technology all in one place is a very exciting prospect and I’m thrilled to have been involved in delivering the experience centre for our customers.”

The Experience Lab, located on Killarney Road, showcases world-leading audio-visual (AV) and Unified Communications and Collaboration (UC&C) solutions from 21 world-renowned manufacturers and allows customers to experience the latest innovative technology first hand. Visitors can also take advantage of dedicated training, testing and demonstration facilities on site.

Mark Lowe, chief commercial officer at Midwich, told us “We are delighted to announce the official opening of Square One’s experience centre. We have always focused on how we can support our resellers and their customers and following the success of Innovation House and The AV Hub, we know how important it is to our customers to be able to see and demonstrate products to find the technology they need. We look forward to welcoming our partners to the site and providing our customers with more opportunities to discover, experience and develop.”

For more information or to book a private tour and demonstration, contact your Square One account manager.

Founded in 1996, Square One, part of the Midwich Group, is based in Bray, Ireland, and is a trade-only distributor of AV, Unified Communications and Collaboration (UC&C), printing, and imaging solutions to AV dealers, IT resellers and the Office Supply channel.

CitySwift, a leader in performance optimisation for the public transport sector across the globe, has partnered with Transport for Greater Manchester (TfGM), the local government body responsible for transport in Greater Manchester in the UK.

We are told that this partnership looks to power the future of Manchester’s public transport network through the use of #AI and data.

This likely makes TfGM the first franchised transport authority in the UK to utilise AI to deliver more reliable, frequent and quicker bus journeys. Around half of the bus network in Greater Manchester is under local control, with the remaining half joining in from 5th January 2025.

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South Africa’s Primedia Out-of-Home has launched programmatic enabled in-store screens at nine Dis-Chem pharmacies, marking a pivotal moment in its expansion strategy.

We are told that this initiative highlights Primedia Out-of-Home’s commitment to enhancing consumer engagement throughout the user journey, from roadside billboards to high-traffic retail environments.

S’thokoza Nhleko Head of Marketing at Bayer Sub-Saharan Africa, said “We are thrilled to partner with Primedia Out-of-Home on this innovative campaign. The ability to tailor our messaging based on weather conditions not only enhances our brand’s relevance but also allows us to connect with consumers in meaningful ways during different weather scenarios.”
The integration of weather-triggered campaigns represents another breakthrough, allowing brands to dynamically adjust messages based on real-time weather conditions. This capability is exemplified by the current campaign for Cal-C-Vita, a product by Bayer, which aligns perfectly with Dis-Chem’s health-focused consumer base.

Genevieve Coward, Marketing and Revenue Growth Executive at Primedia Out-of-Home told us “Our expansion into Dis-Chem pharmacies and the introduction of weather-triggered campaigns reflect our commitment to innovation. These initiatives leverage our extensive network and deep understanding of consumer behaviour, offering brands unparalleled opportunities to engage with audiences effectively.”

In-store screens at Dis-Chem pharmacies provide extended dwell times and opportunities to influence purchasing decisions in a high-intent environment. This strategic placement enhances the effectiveness of campaigns, driving measurable results for brands.

Primedia Out-of-Home remains dedicated to pushing boundaries in OOH advertising, continuously adapting to meet the evolving needs of brands and consumers. Through strategic partnerships and technological advancements, Primedia Out-of-Home enriches consumer experiences while delivering measurable ROI for advertisers.

US Out of home (OOH) advertising revenue increased 3.4% in the second quarter of 2024 compared to the previous year, accounting for USD 2.78 billion, based on figures released by the Out of Home Advertising Association of America (OAAA). This marks the highest quarterly volume ever for OOH, propelling first-half growth to a 4.8% increase.

“Out of home’s record ad spend generation is a testimony to its effectiveness. Our position as a highly relevant consumer medium is reflected across the board, but particularly in the political arena,” said Anna Bager, President and CEO, OAAA. “Political ad spend in OOH is at the highest levels ever because of our ability to deliver location-based targeting, and OOH’s resonance with younger and multicultural audiences .US House and Senate OOH campaign spending in the first half of 2024 has quadrupled from 2020 and is up 70% from 2022.”

The report offers a deep dive into trends and growth areas for the channel, including the below findings.

Digital OOH Key Growth Driver

Digital OOH, which accounted for 34% of quarterly sales, increased 7.5% from a year ago.

OOH Growth Across Industries Positive Economic Indicator 

The Transit category generated the greatest growth against the second quarter of 2023, increasing by 13.7%.

Seven of the top 10 product industries increased in quarterly volume led by Automotive Dealers and Services (+17.8%), Retail (+14.8%), Local Services & Amusements (+10.1%), Insurance and Real Estate (+8.1%), Public Transportation, Hotels & Resorts (+4.4%); Schools, Camps, & Seminars (+2.1%), and Restaurants (+1.3%), reflecting the overall broad strength of the economy.

The top 10 OOH product categories in volume for the second quarter were:

• Legal Services
• Hospitals, Clinics & Medical Centers
• Domestic Hotels & Resorts
• Quick Serve Restaurants
• Colleges & Universities
• Consumer Banking
• Local Government
• Online & Mobile Travel Services
• Chain Food Stores & Supermarkets
• Television & Cable TV Programming

Online and Mobile Travel Services spending increased by 78%, while spending in the Computer Software category, which placed twelfth in OOH volume, jumped 46%.

Top Brands Increasing Spend

Ranked in order of OOH spending, the top 10 advertisers in the first quarter were Hotels.com, Apple, McDonald’s, Verizon, Coca-Cola, Morgan & Morgan Attorneys, Amazon, Disney, Expedia and Universal Pictures.

Among the top 100 OOH advertisers, two-thirds increased their OOH spend from Q2 2023, and 14 more than doubled their spend including (listed by spend % increase): Ramp, Molson Coors, Ford, QuikTrip, Honda, StackAdapt, FanDuel, Sixt Rent the Car, Skechers, 7-Eleven, Hotels.com, Pepsi, Progressive, Total Wine & More.

Technology and DTC Brand Adoption

One-quarter of the top 100 OOH spenders were technology or direct-to-consumer brands, including these twelve brands which finished among the top 25 (according to spend): Hotels.com, Apple, Verizon, Amazon, Expedia, Google, VRBO, T-Mobile, Netflix, Uber, Samsung, and StackAdapt.

OAAA issues full industry pro forma revenue estimates that include, but are not limited to, Miller Kaplan and MediaRadar/Vivvix (which is not adjusted to reflect changes in data sources), and member company affidavits. Revenue estimates include digital and static billboard, street furniture, transit, place-based, and cinema advertising.

For more information about specific category spend, please contact Steve Nicklin at snicklin@oaaa.org or (202) 833-5566.

Branded Cities, North America’s premier Out-of-Home and iconic media company this week announced that the upgrade of its iconic Bryant Park Digital spectacular is now complete and running brand copy on Manhattan’s highly trafficked 42nd Street corridor. Only steps from Manhattan’s popular destination, Bryant Park, Branded Cities’ updated sign remains Manhattan’s only large-format digital spectacular east of Times Square capable of supporting multiple brands on its high-definition display.

As part of this multi-million-dollar upgrade, the Bryant Park Digital spectacular sports a new 10mm display courtesy of SNA’s line of EMPIRE™ Exterior video LEDs. This improvement provides a significant increase in quality over Bryant Park Digital’s previous iteration, bringing brands’ creatives to life with even greater color, clarity and definition.

“We are excited to have lit up our new Bryant Park Digital spectacular on 42nd Street in the heart of Midtown Manhattan,” said Vaibhav “VG” Gupta, president and COO of Branded Cities. “The increase in quality of our sign will lend itself well to the beautiful campaigns we are seeing in the industry and will be a key selling point as we enter the final third of the year.”

North Shore Neon provided installation for the new display.

The Bryant Park Digital spectacular will continue to be capable of supporting a large variety of Out-of-Home executions such as dynamic content, Dreamroom 3D creative and will be available programmatically on participating supply-side platforms (SSPs).

Placer.ai, which develops a location analytics and foot traffic data platform, has raised USD 75 million at a USD 1.5 billion valuation.

This is a 50% increase from the USD 1 billion valuation it received when it raised USD 100 million in its previous funding round back in January 2022.

This latest round included only existing investors; Josh Buckley, WndrCo, Lachy Groom, MMC Technology Ventures LLC, Fifth Wall Ventures, and Array Ventures.

To date, Placer has raised a total of over USD 240 million.

The Creative Census is back for the third year running, the annual survey of Australia’s media and marketing industries, measuring creative thinking.

The 24-question survey asks participants working in media publishers, agencies (media, creative, content, production, communications) and consumer marketing for their perceptions about the level of creativity, collaboration, and innovation in their company, which is then measured against the broader industry.

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