DailyDOOH

ECN has announced a partnership with Sedition, a leading platform for digital art whereby during April 2025, ECN’s Digital Art Gallery Month will showcase a curated selection of contemporary digital artworks on digital screens located in the foyers of premium London offices.

Paul McBeth, Global Marketing Director, ECN told us “Digital art reflects everything ECN delivers for its commercial office real estate partners – a real-time, adaptable and dynamic expression of the office’s brand identity, which creates an ever-evolving connection with both tenants and visitors.”

Offices have long displayed traditional artworks to create a positive impression and enhance the overall aesthetic appeal of the foyer.

However, digital art expands upon this premise by providing more flexibility as it can accommodate an array of communication objectives. For example, digital art can be adapted to reflect the changing seasons or on-site or community events. Additionally, the nature of digital art means it can display different visual forms, including moving images, animations, and 3D, which traditional art cannot accommodate.

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Naked Smoothies is bringing a fresh burst of energy to the Elizabeth line with a new digital out-of-home campaign featuring the fruit ingredients of its signature smoothie being blended by passing trains in the first ever train-triggered creative on the Transport for London network.

Emma Holmes, Marketing Brand Manager at Naked, said “Naked Smoothies are here to give people a natural energy boost and help them go about their busy day. The Get Naked, Get Going campaign works brilliantly on the London Underground where people are constantly on the move. Being able to dynamically adapt the ads to external cues gives the campaign an additional layer of engagement and relevance for passengers.”

The brand’s vibrant, full-motion ads encourage Elizabeth line passengers to “Get Naked, Get Going”. Using dynamic creative, the ads are linked to the train timetables, with messages including “Your Boost, Now Arriving”, “Heathrow bound? Get Naked, Get Going.” and “Heading East?”.

Chris Forrester, Managing Director of Outdoor at Global, told us “I love this campaign from Naked Smoothies and I can’t wait to see it in real life on my commute. It’s this type of creativity and inspiration that’s captivating and shows the capacity of outdoor advertising to brighten customer journeys.”

The campaign has taken over all digital screens on the Elizabeth line platforms at Tottenham Court Road for two weeks.

Chris Reader, Head of Commercial Media at Transport for London, added: “This campaign is an exciting way to engage with the thousands of people travelling through Tottenham Court Road on the Elizabeth line. It’s great to see how advertisers can use our estate in an innovative and fun way to bring new experiences to Londoners.”

The campaign was created in partnership with Omnicom-owned digital content agency ArtBotAI.

Oliver Thurtle, Head of DOOH at ArtBot AI told us “Utilising Transport for London’s data, we’ve been able to build a system that takes advantage of train arrival information on the Elizabeth line. The tech updates every minute so that has allowed us to show relevant creative at the right moment as trains arrive, and when they are on the platform. I’m excited for commuters to see the ads on their journeys all this week and next”.

The Outdoor Media Associationthis week announced that Victoria’s Department of Transport and Planning (DTP) has joined as its newest member.

The Department of Transport and Planning brings together key transport, planning, land, precinct, and policy functions within a single department to create thriving, connected communities across Victoria.

Elizabeth McIntyre, CEO of the OMA, told us “Asset owners like DTP, play a crucial role in the growth of the Out of Home industry. Their diverse expertise will enhance our collective strength and amplify our voice as the leading representative body for the OOH sector. With initiatives like MOVE launching in the coming months and our ongoing investment in audience measurement, we’re creating significant value for our members and contributing to the industry’s expansion.”

As an asset-owner member, the Department of Transport and Planning represents the property owners of where Out of Home advertising structures are located.

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Place Exchange, the leading independent supply-side platform (SSP) for programmatic Digital Out of Home this week announced the expansion of its Programmatic Guaranteed offering, supporting guaranteed deals between buyers and sellers for DOOH inventory.

The vast majority of DOOH transactions today occur via direct sales between media owners and buyers. Such direct transactions, often for premium inventory, offer the buyer and seller definitive assurance in advance around where, when, and how many impressions will run, and at what price. However, the process can be labor intensive – especially when buying across multiple media owners – requiring management of multiple sets of deals and insertion orders, manual data entry, disjointed reporting, and separate billing and payments.

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Captivate, North America’s leading digital out of home video network, this week announced a new partnership with VIOOH, a premium DOOH supply-side platform, expanding its footprint across the US and Canada.

“VIOOH’s real-time trading across programmatic DOOH continues to go from strength-to- strength – and this new partnership is an exciting new opportunity for both international and local-market advertisers to connect with many affluent businesses and consumers, located in premium office towers and residential spaces, across major cities in North America,” said Gavin Wilson, Global Chief Commercial Officer at VIOOH.

Captivate is of course the premier video network that provides 100% viewable, fraud-free, brand-safe media in prime locations where high value audiences work and live. It delivers over 4 billion monthly impressions across more than 23k digital screens to audiences in major cities and regional areas.

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SOLUM, founded in 2015 as a spin-off from Samsung Electro-Mechanics, is a publicly traded company listed on the KOSPI stock exchange.

It quickly established itself as a leader in power solutions, display technologies, and electronic shelf labels (ESL), driving innovation across the retail sector and has been making a lot of noice recently on its ‘global expansion’, epsecially in Electronic Shelf Labels (ESL), digital signage, IoT-powered logistics, and Retail Media Networks (RMN).

• In Europe SOLUM’s ESL technology is deployed in over 50 countries and 44,000 retail locations, with more than 220 million ESL units installed globally. Europe remains a key market, where more than 70 leading retail brands rely on SOLUM’s technology. UK, Germany, France, and Italy are at the forefront of this expansion, with ESL adoption increasing across supermarkets, drugstores, DIY stores, duty-free outlets, and pharmacies. Major retailers are integrating AI-driven dynamic pricing strategies and testing Power Rail Proof of Concept (POC) initiatives, optimising energy efficiency and automation. Discount retailers, in particular, are expanding their ESL deployments to enhance operational agility.
• In North America where over 36 million new ESL units are set to be installed this year, SOLUM says that it is strengthening its presence and says that it has secured partnerships with leading US and Canadian retailers, extending its reach beyond supermarkets to home improvement stores and other sectors.
• In Asia, SOLUM’s ESL technology is rapidly gaining traction, particularly in Japan and Thailand, where labor shortages and rising wages are driving digital transformation. Retailers in these markets are adopting ESL not only to implement paperless operations but also to improve store management with one-touch updates and localised solutions. We are also told that retailers in Asia are showing strong interest in integrated digital signage and IoT-powered smart store management. To meet these evolving needs, SOLUM is expanding its portfolio with technologies such as handheld terminals to further optimise store operations.

Sung-ho Jeon, CEO of SOLUM told us “SOLUM’s global expansion is not just about our ESL solutions, it is about leading the full-scale digital transformation of retail. Retailers worldwide are increasingly looking for integrated solutions that go beyond pricing automation, and we believe SOLUM is at the forefront of this shift with our innovative solutions including ESL, digital signage, IoT logistics, and RMN technologies. With our continued growth in Europe, North America, and Asia, SOLUM is proving itself as a driving force in the evolution of smart retail. We remain committed to delivering cutting-edge solutions that enhance efficiency, engagement, and profitability across the global retail industry.”

SOLUM says that retailers are increasingly looking beyond ESL and integrating digital signage and RMN to maximise in-store engagement and advertising revenue. SOLUM is responding to this demand with NDI-based 8K digital signage solutions, enabling seamless integration with ESL technology. Retailers are leveraging RMN to convert their physical stores into data-driven advertising hubs, improving targeting precision and unlocking new revenue opportunities.

LG Electronics (LG) is providing state-of-the-art display solutions to Fenway Park, the home of the Boston Red Sox and the oldest ballpark in Major League Baseball (MLB).

In late March, LG installed a massive main LED videoboard in centerfield at Fenway Park, measuring 30.5 meters wide by 11.5 meters high and covering an area of 350.75 square meters. LG also delivered a comprehensive display solution comprising 11 digital signage installations.

These screens span a combined area of approximately 842 square meters, including a notable 171 square-meter ribbon board display measuring 21.6 meters wide by 7.9 meters high.

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Digital outdoor media leader QMS this week announced that it is acquiring 100% of Oaktree Capital Management’s stake in MediaWorks in a move that will see it further increase its scale and presence in the New Zealand market.

QMS Chief Executive Officer, John O’Neill, told us “We are extremely excited to strengthen our commitment to the New Zealand market and to welcome the MediaWorks team fully into the QMS group. With market leading media platforms on both sides of the Tasman, we see immense opportunity for growth, including new trans-Tasman trading opportunities for our agency partners and clients to strategically plan and buy best-in-class OOH across both key markets to better amplify their brands. We look forward to working closely with the MediaWorks team on this exciting new chapter.”

MediaWorks is one of New Zealand’s largest media companies with over 600 staff across 25 offices covering all major regions, and a stable of 10 market leading radio stations, 92 digital billboards and over 200 static billboards across the country.

MediaWorks engages with up to 3.5 million Kiwis across radio, digital and out of home (OOH), or 85% of the New Zealand population, each week*.

Together, the combined QMS and MediaWorks networks now represent one of the largest diversified media operators in the Asia Pacific region, providing advertisers with the opportunity to impact a significant trans-Tasman audience at scale.

MediaWorks CEO, Wendy Palmer, said “I’m thrilled about this milestone in our company’s history. Since 2019, MediaWorks has built a strong relationship with QMS, and this transaction marks the next chapter in our partnership. Together, we are bigger, stronger, and better positioned to deliver market-leading audiences to clients across the region.”

The transaction is expected to close in Q2 CY2025, subject to customary regulatory approvals. As part of the transaction, fresh funding lines will be established for MediaWorks, providing increased flexibility for growth investment.

*Source: Nielsen CMI

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.

Headlining this year’s OAAA OOH Media Conference is actor, writer, and producer Charlie Day, (probably) best known for It’s Always Sunny in Philadelphia.

Set in Boston’s vibrant Seaport District from May 5–7, 2025, the conference provides the perfect backdrop to experience one of the city’s most innovative and inspiring neighborhoods while bringing together leaders from across the marketing and media spectrum.

Other key highlights for the event include: –

• Kraft Heinz CMO Todd Kaplan on creativity, culture, and brand growth
• A CMO roundtable featuring Bose, New Balance, and CBRE
• Cracker Barrel CMO Sarah Moore on balancing tradition with innovation
• Brian Wieser on key trends shaping the advertising economy
• Brand leaders from HubSpot, Lesser Evil, and Lalo on how innovative brands are adapting to a rapidly changing media and platform ecosystem, shifting consumer behaviors, and economic complexity

This year’s conference, themed ‘The Power of Presence‘ will highlight how OOH is driving brand impact, consumer engagement, and measurable ROI across integrated multi-channel campaigns.

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