DailyDOOH

OAAA and OOH UNITED have announced the exceptional delegates selected for the 2024 Future Leaders program. This groundbreaking initiative was designed to empower and support the next generation of leaders in the out of home industry.

Selected from a competitive pool of applicants, the winners demonstrated outstanding talent, dedication, and leadership potential. Each winner brings a unique perspective and skill set to the program, promising to contribute significantly to the future of OOH advertising.

The 2024 Inaugural Future Leaders class includes:

• Vitor Bourguignon, Altermark
• Clara Bowman, Volta
• Erica Bussell, Lamar
• Vanessa Camarillo, PJX Media
• Shaadi Emami-Marand, OUTFRONT
• Rahni Lawrence, OUTFRONT
• Avit Patel, Horizon Media
• Matthew Schutzman, PJX Media
• Amber Simon, OUTFRONT

As part of the program, the winners will join the broader out of home and advertising communities at the 2024 OOH Media Conference in Carlsbad, California later this month. They will also retain roles within OOH UNITED, engaging in professional development opportunities and networking events aimed at nurturing their talents and advancing their careers.

OAAA and OOH UNITED congratulate all the winners and extend their sincere appreciation to everyone who participated in this inaugural program. Thank you to Clear Channel Outdoor, Colossal Media, Drachman M&A Co., Lamar, Pivot, Brooklyn Outdoor, Horizon Media, OUTFRONT, Pearl Media, Publicis Media’s PMX OOH for sponsoring the program and for their partnership in bringing this important initiative to life. Together, they are shaping the next generation of OOH leaders.

BT and Global, the Media & Entertainment Group, have announced a 10-year partnership to upgrade the UK’s legacy payphones and roll out more digital hubs for local communities – in a move that we are told, will provide better connectivity and hyper-local advertising in more than 200 towns and cities across the UK.

Global will also continue to represent BT’s street furniture advertising sales for the next decade. BT Group’s street furniture estate covers traditional payphones, ATMs and Street Hubs: digital units that provide public Wi-Fi, and live communication at a local level – with some also extending EE’s mobile network capability to provide 4G and 5G connectivity.

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Walmart is taking its retail media business to the next level by expanding the options it offers advertisers on Walmart Connect (launched back in 2021 as a revamped version of the Walmart Media Group) to enable advertisers to drive more effectiveness with their overall media spend.

Bottom line it is designed to provide advertisers the ability to serve personalized, time- and context-specific ads across customer touchpoints including media placements on in-store TV walls and self-checkout screens, Walmart digital properties, mobile devices and at corporate events.

Rich Lehrfeld, senior VP and GM, Walmart Connect, said in a blog post “Delivering these solutions to our suppliers, sellers and partners will take our retail media offering to the next level this year – but more importantly, support them better as they navigate an increasingly complex marketing landscape. It’s how we put Walmart’s purpose in motion as a people-led, tech-powered omnichannel retailer to better serve our customers and the brands that work with us.”

In a recent blog post it said that it will offer..

• More in-store experiences: Walmart is expanding in-store demo stations and sampling, and testing more areas to reach customers, boost awareness and drive consideration.
• Self-serve capabilities: The retailer will introduce in-store campaign management to the Walmart Ad Center, starting with TV wall ads.
• Media partnerships: Recent pilots with Roku and TikTok are now rolling out to advertisers.

Walmart is also automating and scaling its advertising suite further to increase accessibility to more advertiser types, including API and agency partners that work with advertisers.

Departure Media has been named the winner of the Des Moines International Airport advertising concessions contract following a competitive bid process.

Departure Media will now manage the design, implementation, sales, and maintenance of the advertising program across the entire airport terminal. The collaboration marks Departure Media’s first step into the Iowa market, expanding its client base and further bolstering its presence in the Midwest. Currently, the airport advertising company’s Midwest client-base includes Kansas City International Airport, Peoria International Airport, Cincinnati/Northern Kentucky International Airport and Dayton International Airport.

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Atmosphere TV and Delaware North, which operates food and retail services at more than 20 airports throughout the United States are starting to roll out Atmosphere’s audio-optional content to screens within Delaware North-operated airport foodservice outlets, spanning prominent locations such as Dallas (DFW), Los Angeles (LAX), Atlanta (ATL), Austin (AUS), Boise (BOI) and Ft. Lauderdale (FLL). We are told that there are plans to grow in all of its U.S. airport locations this year.

Delaware North foodservice locations will now have access to a diverse array of content, ensuring there’s something for everyone, whether you’re a news enthusiast, sports fanatic, or in need of a good laugh. This initiative supports airport businesses by enhancing the customer experience, encouraging longer stays and increasing spending at its concessions.

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The Home Depot has revamped and rebranded its retail media network. What was known as Retail Media+ is now called Orange Apron Media.

Melanie Babcock, VP of Orange Apron Media and Monetization made the announcement at the retailer’s own in-person retail media marketing summit.

Melanie was quoted as saying “We are very excited for this new chapter of our retail media organization, Orange Apron Media. Retailers are continuously working to captivate customers at all stages of their shopping journey, and Orange Apron Media is at the forefront of this ever-changing digital advertising landscape, helping brands connect with customers closer to the point of purchase.”

No suprises that there will now be digital screen testing in select stores.

DPAA, the global trade marketing association, driving the growth and digitization of out-of-home media is holding its annual LATAM DOOH/Global DOOH event in Miami on Monday April 15 at 16:30, at the Fontainebleau Hotel.

Barry Frey, President & CEO of DPAA told us “This year we’ve expanded on our popular LatamDOOH theme to include the global perspective. This is a perfect opportunity for our membership to learn from global advertising leaders and those in the Latin market on how digitization of media and specifically out of home is helping brands leverage the medium”.

The session will address the digital transformation of global media and out of home. Speakers will include.

• Cheryl Guerin, EVP, Global Brand Strategy & Innovation, Mastercard
• Yamilet Bermudez, Regional President, Mediahub Latin America
• Rafael Gobbi, Head of Media, Bradesco (Brazil)
• Helen Miall, CMO, VIOOH

The event is sponsored by VIOOH and is part of the agenda for POSSIBLE being held April 15 to 17. There will be a DPAA networking reception immediately afterwards.  More information can be found here.

Note that DPAA members can receive 25% off pricing on all levels of passes for POSSIBLE.

#OOHMiami Week is the part of #MiamiTech Month that includes all of the big Advertising, AdTECH, OOH and DOOH events including this now traditional DPAA get together, Beyond Ordinary Events, Inc.’s POSSIBLE Event April 15-17 at the Fontainebleau Miami, our very own AdAi Miami Conference on the afternoon of Wednesday April 17, 2024 and the eMerge Americas global conference April 18-19, 2024.

Barry Frey, President and CEO, DPAA talks about “radical connectivity” and asks folks at his in-person events to “talk to someone you don’t know” and so it was last week, Wednesday March 27, at the DPAA’s fourth event in London where it continued its incredibly successful ‘Breakfast with Ad Leaders’ series.

After Barry’s usual monologue where he welcomed half a dozen new UK and European DPAA members (including Wildstone), managed to remember almost all the people’s names in the audience (quite a feat with 100+ in attendance) and gave a solid summary of OOH, DOOH and AdTECH globally in the last six months or so he (on-time) handed over to GroupM’s Chief Client Officer Nicole Lonsdale who gave a very, very good presentation entitled ‘The Year Ahead OOH 2024‘. Her five main points were:-

1. Surreal (for real)
2. Real-world power
3. Real-time resonance
4. Geolocation targeting
5. Proof of purpose

Nicole talked about an action packed 2024 with several general elections and lots of sport. She talked sustainability, mentioned of course, the recent Outsmart report on same, and mentioned that even low cost retailers Aldi and Lidl would probably be adding screens to their stores, a la the retail media networks already existing with Sainsburys and Tesco.

The rest of the event focussed on Retail Media with a great panel consisting of Gayle Noah, Media Director from L’Oreal; Ed Sanderson, Head of Media Planning at Pepsi ably moderated by Barry Frey, President and CEO, DPAA.

All in all it was a terrific use of time and a superb networking opportunity.

Place Exchange, the leading SSP for programmatic DOOH media, has integrated with DeepIntent, the Health DSP, to offer its pharmaceutical advertisers the ability to access digital out-of-home inventory. Through Place Exchange, DeepIntent’s customers now gain access to the largest pool of premium DOOH available, including inventory across all major venues and formats, such as point-of-care locations, pharmacies, gyms, transit stations, retail locations, airports, roadside and city center billboards, and more, throughout the US, Canada, EMEA, and Latin America.

Advertisers on DeepIntent can leverage DOOH’s unique ability to position their messaging beyond the reach of personal devices and throughout the real world, reaching consumers and healthcare providers on their daily commutes, at health-oriented locations, retail destinations, leisure venues, health conferences, and more with brand-safe, always-viewable, and unskippable messaging. With programmatic executions, DeepIntent customers can expect the same benefits of efficiency, flexibility, and measurable outcomes in OOH as with other programmatic channels. Advertisers can target using DeepIntent’s Patient Modeled Audiences, 1st- and 3rd-party audiences, dayparts, geos, points of interest, NPIs in point-of-care locations, and more.

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I am sure that all of the #DigitalSignage vendors who work or want to work in the UK are aware that retail giant Tesco currently have a tender out for their cafes.

They seem to be looking for an attractor screen for the entrance to cafe and menu boards and (separately) general digital signage for their mobile part of their store.