DailyDOOH

Reveal Mobile, a leading provider of Out of Home campaign measurement has announced the integration of its OOH measurement capabilities with Place Exchange.

The partnership expands Place Exchange’s existing measurement offerings and enables its customers to use Reveal Mobile to measure campaign performance across the full marketing funnel, from measuring lift in brand metrics, to increases in online and in-store traffic, to conversions events like registrations, downloads, purchases.

“Measurement capabilities are essential for advertisers seeking to understand the impact of their OOH marketing and activating OOH alongside other media channels,” said Dave Etherington, Chief Commercial Officer of Place Exchange. “The addition of Reveal Mobile to our industry-leading measurement offerings allows advertisers to easily select a cutting-edge solution built specifically for OOH, and gain full confidence in the results of their OOH investments.

Reveal Mobile, a New York and Raleigh based company, offers campaign measurement products for OOH known as Mira studies. “We purpose-built this company to measure Out of Home ad campaign performance when we founded it in 2014,” said Jon Frangakis, Reveal’s Chief Commercial Officer. “We’ve never wavered from that focus and having Place Exchange include us as one of their embedded campaign measurement solutions is a proud moment in our history\”.

The Out of Home Media Association Aotearoa has announced the launch of ‘The Speccies’ Awards which aims to celebrate bold creative, and savvy media thinking.

OOHMAA CEO Natasha O’Connor told us “There is something really magical when a great creative idea and smartly executed media plan come together, especially when they play out on the bold platform that is Out of Home. With its ability to demand attention and connect with any audience, anywhere and at any time, with an impactful real-world presence, the rewards for those investing time to create stand-out campaigns are vast. We believe it is important to recognise and celebrate the creativity and innovation of advertisers in Aotearoa and are very excited to have the ability to do this in a more formal way via the OOHMAA Awards – The Speccies. We hope that by showcasing the best work in the industry, we can inspire others to push the boundaries of creativity in all its forms”.

A call for entry for Q1 campaigns and an entry mechanism will be announced on March 18.

Back in May 2022, AMI Entertainment, a provider of music services to bars and restaurants, selected Vengo Media Network’s ad server to connect 20,000 jukeboxes with advertisers in the US.

That relationship now appears to have spread to the UK with 2,500 new bar screens forming the network.

As part of an extensive revitalization project at New York Penn Station, Amtrak and Vornado Realty Trust have transformed the rail station’s entrance at 32nd Street and 7th Avenue.

It’s the busiest entrance to the busiest transit hub in the Western Hemisphere, which serves more than 600,000 passengers a day. The entrance enhancements include a 1.5 mm BRILLIANT Interior LED video screen from SNA Displays. Other upgrades include a widened entrance with new escalators, an ADA-compliant elevator, a new glass canopy, and exterior signage.

Travelers encounter the new LED screen at the bottom of the new escalators leading to various transit platforms. The bulkhead LED display measures 6’8″ high x 36’8″ wide (1,296 x 7,168 pixels) and processes approximately 9.3 million pixels.

“Busy and distracted commuters increasingly rely on dynamic and eye-catching digital signage to provide important information,” said Anne St. Mauro, vice president of project management at SNA Displays. “Heavily functional digital displays like this serve a critical role and can provide a much-needed service to some travelers.”

Forte Construction Group was the general contractor for the project and Digital Dreams provided installation services.

SNA Displays is a leading LED video display manufacturer across several market sectors including sports and live-event venues, out-of-home (OOH), commercial real estate, retail environments, museums and commissioned digital art, workplaces, new construction, and many others. With a focus on quality, technological and construction expertise, and dependable service, we have worked alongside technology partners to design and build some of the largest and most recognizable LED video installations in the world.

At Talon, Enza Chiodi has been elevated to U.S. Chief Client Officer.

Group Chief Strategy & Marketing Officer, Sarah Parkes told us “Enza’s client-focused approach has been invaluable to Talon’s success. She is a trusted advisor who has enabled Talon’s clients to drive business results through brilliant campaign strategies”.

In her new role, Enza will lead the strategic priorities for client fulfillment journeys across Talon’s portfolio of brands, ensuring clients’ needs are met with excellence and innovation. With more than 20 years of experience in propelling brands forward, her work has extended beyond Talon having previosuly consulted for top industry players, including Intersection, OUTFRONT, Lamar and JC Decaux, as well as industry trade groups OAAA and Geopath, contributing to the modernization of the OOH industry and championing its digital transformation. Her contributions to the industry were recognized with her award of Changemaker – Top Woman in Media & Ad Tech.

Prior to shifting her career focus to the OOH space, Enza had senior roles in mulit-channel planning agencies such as Omnicom’s PHD. Her successful direction determined agency positioning, strategic initiatives and fostering staff growth. Notably, Enza’s reputation was built on trust and client centric ideas with her consistently singled out by clients for her contributions in driving results.

JCDecaux SE (Euronext Paris: DEC), the number one outdoor advertising company worldwide, has unveiled its latest international airport research called ‘First Class Advertising – The Enduring Magic of Airports‘. This comprehensive study, carried out by Ipsos, provides an updated perspective on air passenger profiles, their relationship with the airport environment and their perception of advertising within airports.

Jérôme Lepage, Marketing & Business Development Director – Transport Division of JCDecaux, told us “As the number one airport advertising company worldwide, present in more than 150 airports among them majors hubs like Los Angeles Intl Airport, London Heathrow, Paris Roissy-Charles de Gaulle, Dubai International, Shanghai Hongqiao or Singapore Changi, JCDecaux is thrilled to unveil the insights from our latest global research, “First Class Advertising – The Enduring Magic of Airports”. The Ipsos research findings confirm the potent opportunity for brands to connect with business, leisure and the new bleisure travellers in these influential spaces. Not only do flyers enjoy the airport experience and advertising, but they are also receptive to it and act upon it, making airport advertising more powerful and influential than ever.”

The Ipsos research unveils that the typical flyer profile tends to be younger (index 111 for aged 25-44) and more affluent (index 123 for high income) compared to the general population.

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Swiftmile is set to debut e-bike charging stations throughout New York this week as part of the DOT Studio, a collaboration between the New York City Department of Transportation (NYC DOT) and Newlab.

The effort is paramount to NYC DOT’s e-bike charging pilot program, an initiative that will explore implementation strategies to guide New York’s future for public e-bike charging. Additionally, the program will gather feedback from delivery workers. Developed through the DOT Studio, a collaborative effort involving a partnership with NYC DOT, the New York City Economic Development Corporation (EDC) and Newlab, a venture platform focused on climate and deep tech, the pilot has been refined over the past six months. After a global search, Newlab and NYC DOT, in partnership with its fire department and delivery workers, identified three companies to deploy unique, safe, and convenient e-battery charging options in the public right of way; Swiftmile was selected to focus on providing a solution for direct vehicle charging.

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LG Electronics (LG) is ramping up its strategic collaboration with Meta Platforms, Inc. (Meta), aiming to expedite its extended reality (XR) ventures.

The aim we are told is to combine the strengths of both companies across products, content, services and platforms to drive innovation in customer experiences within the burgeoning virtual space.

On February 28, LG’s top management, including CEO William Cho and Park Hyoung-sei, president of the Home Entertainment Company, met with Meta Founder and CEO Mark Zuckerberg at LG Twin Towers in Yeouido, Seoul.

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• Trust Through Transparency: Advertisers can build trust through transparency when using AI. To gauge consumer acceptance of AI-generated imagery, respondents were presented with different types of creative, some with and some without disclosures that AI was used to create the ad. Overall, AI-generated ads with noticed disclosures significantly boosted brand perceptions and provided a 47% lift in ad appeal, a 73% lift in ad trustworthiness, and a 96% lift in overall trust for the company. This proved true across industries, especially those with historical sensitivities like finance and healthcare.
• Authentic or AI: The study found 72% of consumers believe AI makes it difficult to determine what content is truly authentic. Although 61% already assume AI is used in ads, they don’t know how to identify where.
• Generational Divide: Younger generations are leading the charge in embracing AI, with 84% of Gen Z respondents reporting they use at least one AI tool today, compared to 68% of Millennials, 54% of Gen X, and 40% of Boomers. Consumers are also starting to find more use cases for AI beyond simple Q&A (44%), with other leading uses being writing (35%) and to brainstorm and generate ideas (33%). Interestingly, 67% also say they want AI trained on “unbiased and fair” data.
• Advertisers’ Optimism: Advertisers are highly optimistic about AI, with 86% already using it in their roles. They identify its benefits in three key areas: greater efficiency, with 87% noting AI cuts manual task time; higher-order tasks, with 83% saying it frees up time for more creative and strategic work; and financial results, with 81% observing AI’s ability to boost sales.
• Advertiser Use Cases for AI: When asked about AI’s real-time capabilities for advertising, 81% believe AI will enhance ad experiences through optimal timing and placement; 80% foresee an increase in ROI via real-time campaign optimization and insights; 79% expect AI to facilitate strategic pivots in response to market shifts; and 78% see AI’s role in creative personalization to strengthen emotional audience connections. 77% also anticipate AI will help shorten the time between ad exposure and a purchase.

Accretive this week announced over 217% year-over-year (YoY) growth in its measurement business and the addition of over 100 new clients in 2023.

As part of this momentum, Accretive launched a new brand identity and website to better crystalize its market position, client focus, and product strategy.

“In order for OOH to reach its potential, which is well above the 4-5% of media budgets it currently commands, advertisers need to see proof that OOH is an effective channel,” said Craig Benner, CEO and founder of Accretive. “In the six years since we founded Accretive, we have proven that the channel is not only effective, but a vital part of the media mix for successful brands. As we continue to see massive adoption of the Accretive Outcomes measurement platform and other core offerings, it’s clear that buyers demand more from OOH, and we’re prepared to deliver.”

Since launching in February of 2018, Accretive has been dedicated to helping brands win by intelligently leveraging OOH advertising. With the company’s three unique offerings, brands and agencies have access to:

• Accretive Audiences – Highly curated, privacy compliant consumer data segments specifically tailored to maximize the impact of OOH ads
• Accretive Outcomes – A patent-pending measurement and analytics platform purpose-built for OOH advertising; enabling advertisers to measure the effectiveness of their OOH campaigns across any out-of-home screen and/or format
• Accretive Media – A solution for executing data-driven, measurable programmatic DOOH media through two models – managed-service and programmatic guaranteed – across more than 750K screens in the U.S. and over 1M globally.

When it comes to vertical success in 2023, the company saw 168% YoY growth with Fast Casual/QSR brands as the category was boosted amid consumers’ displeasure with increased grocery prices. The OOH medium works particularly well for QSRs as a 2023 OAAA survey found that when consumers noticed directions to a store or restaurant on an OOH ad, 43% visited within 30 minutes, and of those consumers, 78% made a purchase.

Accretive has also seen almost 200% growth in Real Estate advertising, signaling the power of the locality of OOH for the category. OOH advertising has long been known for increasing real estate listing visibility by reaching a large number of people in a short amount of time. Now these marketers can definitively prove the value with OOH campaign measurement, providing even more value to their campaigns.