DailyDOOH

oOh!media has released new research on the key drivers of Out of Home effectiveness, supported by data from global marketing measurement firm Analytic Partners. The study shows the growing impact of OOH advertising when used consistently and at scale to drive return on investment (ROI), highlighting the significant gains for brands investing in OOH as part of their media mix, particularly when combined with TV and digital.

As linear TV audiences continue to decline and the cost of performance media increases, advertisers are increasingly shifting their spend towards OOH for its growing mass audience reach and its role as a key driver of ROI performance. The research reveals that brands allocating proportionally more of their marketing budget to OOH achieve a +17% stronger ROI. When used in conjunction with TV and digital, OOH drives the strongest returns, delivering a 27% higher ROI compared to TV alone for the same investment.

The Analytic Partners research leverages the largest market mix modelling data set in Australia, based on 20 years of data from more than 500 econometric studies created for hundreds of brands with a combined advertising spend in excess of $34 billion.

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Advertima and PADS4 have partnered on a scalable and cutting-edge ad-serving solution for digital signage networks in retail environments. They say that this collaboration solves digital advertising’s existing constraints of real-time targeting, performance analytics, and accessibility.

Advertima’s visual-spatial sensors capture real-time anonymized audience data, transformed into specific pre-defined segments. This enables precise impression-based direct I/O and programmatic campaign delivery to target audiences, mirroring online capabilities. PADS4 and Advertima have developed a seamless integration that combines Advertima’s real-time audience data with PADS4’s real-time CMS ad-serving digital signage on a singular edge device.

With both software applications integrated into the same hardware, PADS4 customers have unparalleled access to a cost-effective real-time solution that accelerates audience targeting, optimizes ad plays, and surpasses current AI-based audience measurement tools.

“We’re excited to partner with Advertima and provide our customers with an extremely advanced and streamlined way to target and serve the right ad to the right audience at the right time,” said Emmanuel Bonnargent, PADS4 Chief Commercial Officer. “Having one integrated hardware system helps our retail customers optimize their capex while improving campaign performance for their advertisers and driving better business results.”

Theo Schilter, Advertima’s Chief Product and Technology Officer, added: “Achieving this level of in-store media innovation alongside PADS4 is a major milestone that’s unmatched in retail environments.”

This collaboration empowers retailers to:

• Address real-time in-store shopper segments with targeted campaigns as they move in front of digital screens, including programmatic and I/O bookings
• Improve energy consumption and resource management with a streamlined system that reduces hardware setups, space allocation, and operational costs
• Access comprehensive performance analytics and actionable insights, helping maximize inventory and revenue opportunities

The Advertima and PADS4 partnership creates one integrated system that replaces the separate CMS hardware, offering a scalable, audience-based digital signage solution.

AV Integrators now have access to a seamless and reliable solution that can handle their complex needs, including:

If you want to find out more click here.

Northamber PLC has acquired the Irish Value-Add Cyber Security Distributor Renaissance Contingency Services Ltd.

This acquisition follows the recent purchase in April 2024 of Tempura Communications Ltd, underscoring Northamber’s commitment to strengthening its presence in the UK and Europe on its core technology pillars of AV, UC&C, Cyber Security & Infrastructure Solutions through organic growth and strategic acquisitions.

Global Media and Entertainment have just introduced their latest premium outdoor offering, The Landmark @ London Bridge.

Joining the iconic local landscape that includes the Shard, Borough Market, and Southwark Cathedral, the 100m2 digital screen is unmissable to the thousands of Londoners, commuters, and tourists who travel to or through the area every day on foot and wheels.

Chris Forrester, Director of Commercial for Outdoor at Global told us “It’s official, Global is lighting up SE1’s busiest destination with an iconic new digital screen – The Landmark @ London Bridge. With 50 million passengers using London Bridge Station each year and 21.5 million people visiting Borough Market, this is an incredible opportunity for brands to be right in the heart of one of the coolest areas of the capital.”

The Landmark @ London Bridge puts brands in the beating heart of a travel and tourism hotspot, allowing them to be big, be bright and be a part of it.

Ryff, who describe themselves as pioneers of in-scene advertising and virtual product placement has partnered with influential UK media ower Elonex to launch what they call ‘In-Scene Out-of-Home’, also described as a groundbreaking advertising model that enables Elonex to take Ryff’s inventory of in-scene billboards to market alongside its DOOH advertising sites.

We are told that this powerful combination will allows advertisers to:

• Target specific audiences – place in-scene billboards into the TV shows and movies their ideal demographic is watching.
• Increase visibility – scale DOOH campaigns into a wide range of video content, securing higher viewership.
• Move fast – change ads or messaging in near real-time, with brand integrations completed in minutes across both DOOH and In-Scene placements.

Steve Cox, CEO of Ryff told us “Giving advertisers the ability to seamlessly extend digital out-of-home campaigns into the world of in-scene advertising is truly unparalleled. With Elonex’s expansive billboard network, and Ryff’s broad content inventory, we are set to ubiquitously deliver brand stories and high-impact campaigns to audiences across every screen, whether they’re on the move, on their mobile devices, or at home.”

A combined media buy across both digital out of home and in-scene properties allows brands to achieve valuable repetition, contextual relevance, and deeper, more meaningful engagements with their target audience.

Nick Smith, CEO of Elonex, added: “Ryff gives Elonex clients an exceptionally simple way to reach large audiences across multiple platforms – including digital out of home, linear or social channels. This partnership dramatically expands our inventory, enabling us to broaden our offering to clients, while helping them to extend their campaigns across physical and virtual screens.”

Ryff’s Scene Intelligence technology enables the discovery of complementary in-scene billboard placement opportunities that align with geographic, demographic, and messaging targets, among other factors. Campaigns created through this partnership are backed by robust data and performance analytics, ensuring effective, trackable, and measurable outcomes that optimize ad spending.

The innovative approach to advertising is being introduced in the UK and is poised for expansion into the US and other markets.

Ryff is based in Los Angeles. Its proprietary GPU-based visual computing, AI, and ML platform, Spheera™, can ingest, analyze, and deliver brand and product integrations, at scale, into sport, film, TV, and social media. Targeting a $190 billion digital video advertising and brand safety and compliance markets, its mission is to transform the way brands engage with audiences through authentic, context-aware product placement.

DPAA, the global trade marketing association, driving the growth and digitization of out-of-home media, announced today that nominations are open for its annual Leading Women in Digital Media Awards. The awards program developed by WE.DOOH (the association’s Women’s Empowerment Initiative) recognizes outstanding female leadership at DPAA member companies. Information on how to nominate can be found here.  Submissions are due by August 9, 2024.  

“Last year’s inaugural awards presentation put a spotlight on the valuable contributions of women in our industry,” said Barry Frey, President & CEO of DPAA. “DPAA Women’s Empowerment Initiative is an important program that helps grow the DOOH industry.” 

Awards will be given out in three categories and winners recognized during #OOHNYC at the DPAA Summit on October 15, 2024 at Chelsea Piers in NYC.  

• Rising Star – recognizing emerging female leaders
• Unsung Hero – highlights women whose work, actions or activities often go unseen, but have advanced the DOOH industry 
• Vanguard – experienced, who looks to advance women in the industry as well as the industry itself

Last year’s recipients included: Cayla Marie Vinzons from Place Exchange (Rising Star), Allie Barnard from Captivate and Natalia Rojas from Broadsign (Unsung Heros), and Debbie Benadiba from Talon Canada (Vanguard).

DPAA member companies are encouraged to submit nominations. Submissions will reviewed and award recipients be decided upon by members of the WE.DOOH Advisory Board.

Seedtag has acquired JustEggs, an Australian-owned creative intelligence business that drives measurable digital solutions for brands and advertisers.

The acquisition is a strategic move to support business growth across the APAC region by introducing Seedtag’s proprietary contextual #AI technology, Liz, to the Australian market.

Founded in 2013, JustEggs specialises in leveraging its innovative digital solutions to create engaging campaigns that offer true value for brands and advertisers. Starting in July, JustEggs will integrate Seedtag’s privacy-first targeting technologies into its offering to further enhance its advertising solutions, providing more targeted and effective campaigns for its clients through the power of contextual AI. To ensure a smooth integration of both technologies, Seedtag and JustEggs will work closely together while delivering a seamless experience to their partners. JustEggs’ CEO and Founder, Nik Kontoulas, will remain with the company, assuming the role of Managing Director ANZ.

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The Outdoor Media Association has announced that four new Members have recently joined including Outdoor Media Owners: Big Rig Media, Gipps Outdoor, and OA Collective, along with Outdoor Media Supplier, Just Digital Signage, signalling growth and continued commitment to further unifying the Out of Home media industry.

“The Out of Home industry continues to flourish, grow, and innovate, and we are excited to welcome four new Members; Big Rig Media, Gipps Outdoor, OA Collective, and Just Digital Signage, to the Outdoor Media Association,” said Elizabeth McIntyre, CEO of the OMA. “The addition of these new members strengthens our commitment to driving the industry forward. Their diverse perspectives and expertise will undoubtedly contribute to our collective success, ensuring that we remain at the forefront of technological advancements and creative excellence in Out of Home media. OMA Members gain a variety of benefits, such as access to research and insights, participation in collaborative industry campaigns, advocacy and representation to all levels of government, audience measurement tools, industry training, and networking opportunities. It’s not widely known, but Australia is a global leader in out-of-home (OOH) programmatic advertising, sustainability, and is setting the standard for innovation in audience measurement.””

• Big Rig Media specialises in mobile billboard advertising, utilising large B Double trucks to display advertisements. These moving billboards travel across Australia’s busiest roads, providing extensive exposure. Each truck offers 120 square meters of advertising space, which is equivalent to multiple traditional billboards. This form of advertising is cost-effective, and the trucks cover an average of 30,000 kilometres per month, reaching both metro and regional audiences making it a highly impactful advertising format.
• Gipps Outdoor offers Brisbane’s only dual digital billboards, strategically located at a major junction capturing massive audiences from the Story Bridge and Ann Street. These iconic coupled sites feature one of the largest digital large format screens in inner metro Brisbane, ensuring unmatched brand exposure. As Brisbane gears up for the 2032 Olympics and continues to see increasing growth, “The Twins” from Gipps Outdoor enable brands to anchor their message at this prime location with unmatched creative scope. These digital assets are essential for impactful OOH strategies that significantly reaches a vast amount of Brisbane’s population, leveraging the city’s growth and bustling activity.
• Outdoor Advertising Collective (OA Collective) is the premier consortium of premium independent Australian out-of-home media owners, established in 2023. By consolidating these prestigious independent entities, OA Collective offers a unified sales and trading platform, making it easier for advertisers to access diverse outdoor advertising assets through a single contract. Focused on supporting local Australian-owned media businesses, the team provides an alternative to large corporations, ensuring more advertising revenue stays on Australian shores. With experienced media professionals nationwide, OA Collective delivers strategic, seamless, and innovative solutions in the outdoor advertising industry.
• Just Digital Signage who join the OMA as an OOH Media Supplier, is a leading innovator and trusted partner in the digital display industry, offering innovative signage solutions that transform the way businesses communicate and engage with their audiences. Specialising in large format indoor and outdoor LED, interactive and promotional digital displays along with dynamic content management systems and hardware, their technology and customisable solutions ensure that clients can deliver targeted, impactful messages with stunning visual clarity. Just Digital Signage caters to a wide range of industries including retail, hospitality, education and corporate in addition to servicing a number of OMA’s Members in the DOOH sector.

When the ICC Men’s T20 World Cup came to the United States for the first time, GoVision was enlisted to provide an in-stadium video experience worthy of one of the world’s most-watched sporting events.

Initially, GoVision was contracted by PMY Group to build two 27’ x 60’ ft. LED screens on 120-foot-high scaffolding towers at the Nassau County International Cricket Stadium – a pop-up, temporary venue and engineering marvel. The massive screens required three days to build at the largest venue to host the 2024 Cricket World Cup. The Long Island site hosted nearly 165,000 fans throughout the course of the tournament.

In addition, GoVision provided two of its GoBig 14’ x 24’ mobile units for the Grand Prairie Cricket Stadium in North Texas, which drew another 20,000 enthusiastic fans to its matches.

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The demand for expertise in content, production, streaming, and related broadcast tools is booming. It’s now an integral part of the AV professional skillset, and it’s all thanks to the almost universal adoption of online collaboration tools at the enterprise level.

AVIXA and IABM are leading the way with a program that continues the conversation and dives deep into the convergence of what were once two very separate disciplines.

UpStream London on 11 July will feature presentations and panels led by industry leaders and experts and will give attendees the opportunity to network with key exhibitors, peers and speakers.

Registration for this in-person event at the QEII Centre in the heart of London is open now.

Attendance at UpStream is free for end-users, AV consultants, and AV service providers.