Tag: DOOH

Sydney, Australia – Global digital out-of-home (OOH) marketplace VIOOH has announced new hires for its newly created commercial roles in Australia and New Zealand, with Ryan Sullivan as partnerships director and Mitchell Hodges as technical solutions manager. 

The announcement comes as VIOOH prepares to release its third annual “State of the Nation” for programmatic DOOH report for the Australian market. 

In his new role, Sullivan will be responsible for taking the management of existing media owners forward, supporting them to transform their businesses through programmatic selling. 

Sullivan joins VIOOH from Bench Media, an independent programmatic media agency in Australia. He is also one of Australia’s earliest advocates of programmatic DOOH and brings with him extensive programmatic experience to VIOOH, having worked with numerous brands and agencies over the years, helping to develop their internal programmatic capabilities. 

Meanwhile, Hodges brings with him valuable experience and will provide crucial support for media owners by guiding technical implementation and spearheading revenue growth and partner education.

Prior to his appointment, he was with Yahoo DSP, where he drove omnichannel campaign success and product development across prDOOH, CTV, Video, Audio and Native. Hodges was instrumental in the recent successes in prDOOH from Tourism Tasmania and SIXT Auto Club Membership.

The new hires are a first for the OOH marketplace in the ANZ region, with both positions based in Sydney. They will sit within the commercial team led by Gavin Wilson, global chief customer and revenue officer at VIOOH. 

Currently, VIOOH’s platform has over 40 DSP partnership agreements globally, including live integrations in the ANZ market with CAASie, Google DV360, Hivestack, Lemma, The Trade Desk, Vistar Media and Yahoo DSP, and is the exclusive SSP for JCDecaux Australia and New Zealand, as well as offering programmatic inventory for multiple media owners including Tonic Media Network.

The OOH marketplace is also set to make additional hires in Australia in the coming months to further develop the demand side and ensure operational excellence. 

Speaking on the announcement, Wilson said, “We’re excited about the potential that programmatic digital out of home inventory can deliver to brands and media owners, and these local hires are an indication of the opportunity we see for VIOOH in the ANZ region. We’re seeing positive year-on-year growth in the region, and having resources locally on the ground will drive relationships and trust, and we fully expect revenue to be enhanced as a result.” 

Also commenting on the hires, Jean-Christophe Conti, CEO at VIOOH, said, “Our ambition is to change the conversation about out of home, with a platform to help accelerate transformation in outdoor advertising through automation. VIOOH offers advertisers a more flexible and impactful way to connect with audiences, and provides media owners with the opportunity to access digital budgets and new customers. With programmatic DOOH becoming more mainstream and a must-have on every media plan, I hope ANZ advertisers and media owners alike will maximise this new opportunity to thrive.” 

Singapore – Vividthree Holdings, a digital content production company, announced that it has signed a memorandum of undertaking (MoU) with ZKDigimax (ZKDM), a joint venture between ZKTeco and DMMX, to deliver a complete and holistic DOOH media experience for both their existing and potential clients. 

Through this strategic collaboration, both Vividthree and ZKDM can leverage their companies’ expertise in order to improve their resources and boost overall efficiency for mutual benefit. Additionally, this partnership opens up new platforms for collaboration with location owners, paving the way to explore DOOH as a revenue center. 

Vividthree will gain exclusive rights to offer DOOH hardware, a content management system, and cutting-edge AI technology from ZKDM to be marketed across both Vividthree’s new and existing clients. 

Meanwhile, ZKDM will refer content creation requirements exclusively to Vividthree, leveraging the company’s expertise in visual effects and content creation. 

With the union of  ZKDM’s market-leading position in the provision of smart OOH hardware applications such as AI-powered digital signage, LED wall displays, transparent LED screens, etc., and Vividthree’s strong track record in creating effective and impactful DOOH campaigns, the companies ensure their clients an all-round DOOH media experience that will effectively meet their advertising goals. 

The MOU encompasses a 12-month exclusive relationship between both parties in Singapore and Malaysia. 

According to Jonathan Zhang, chief executive officer of Vividthree, “This collaboration brings together the formidable strengths of ZKDM, a renowned total technology solution provider, and Vividthree, an influential digital content production powerhouse. Through this strategic alliance, we are not only equipped to offer cutting-edge hardware and software solutions but also possess the prowess in content creation. As a result, our partnership emerges as an end-to-end advertising solutions provider, catering to every aspect of our clients’ needs.”

Zhang added, “Our combined efforts empower us to present an all-encompassing DOOH media solution, allowing our clients to realize their advertising goals through seamless and immersive entertainment experiences. Together, we envision a future of innovation and transformation, shaping the trajectory of this dynamic industry.” 

Meanwhile, Supardi Tan, chief executive officer of ZKDigimax also commented on the partnership saying, “Prepare to witness a revolutionary leap in the industry as ZKDM and Vividthree unite their unparalleled expertise. This partnership brings together the dynamic capabilities of ZKDM as a total technology solution provider and the creative prowess of Vividthree in the digital content industry. As a result of this formidable collaboration, we now stand as a comprehensive end-to-end advertising solution provider, offering a perfect fusion of cutting-edge hardware, advanced software, and captivating content creation. But our impact doesn’t stop there.” 

Tan added, “This partnership introduces a groundbreaking approach to advertising, seamlessly integrating content with technology to create an entirely new realm of customer experience and engagement. Together, we embark on an exciting journey to redefine the boundaries of what’s possible in the world of advertising and leave an indelible mark on the industry landscape.” 

The importance of DOOH campaigns for fast-food chains cannot be understated, especially in an era where digital media consumption is high. With DOOH, brands can strategically target specific demographics and geographical areas, maximizing the impact of their marketing efforts. 

The ability to leverage location-based data allows fast-food chains to deliver contextually relevant content to consumers, ensuring that their messages resonate with the right audience at the right time. 

Moreover, the integration of DOOH campaigns with mobile and social media platforms enables seamless cross-channel marketing, further enhancing brand visibility and amplifying the reach of their promotional content.

In this latest case study, we take a look at how McDonald’s, one of the biggest fast-food chains in the world, utilised DOOH campaigns in partnership with Moving Walls to entice users to their menu, programmed carefully to match the real-time weather conditions in the Philippines.

The Challenge

Popular fast-food chain McDonald’s aimed at launching a new campaign where special “Crave and Claim Deals” would be made available on their mobile app based on real-time weather conditions. This was being done to help their customers keep cool as The Philippines was about to enter hotter days. The brand wanted to communicate these offers through multiple channels but still be able to reveal them only based on changing conditions.

The Objective

The promotion would already be running on the McDonald’s Mobile App tailored to the user’s local weather. The objective of the campaign was to drive users to check for these offers and utilize them.

The Solution

The out-of-home (OOH) media channel was seen as the ideal mass-reach medium to communicate these offers and influence users to check for the offers.  The brand and their agency partnered with us, Moving Walls Philippines, to leverage Programmatic Digital OOH (DOOH) and be able to serve dynamic creatives based on live temperature changes so that consumers could “Beat the Heat”. Programmatic DOOH was also ideal for such a campaign as the deal period was only a few days.

Moreover, the campaign required a few things to align – live local weather, multiple deal creatives, and multiple screens across 7 locations. The campaign was run through Moving Audiences (MAX) platform and we connected to open weather feeds and created custom ad-serving rules.

The Results

The integration of DOOH, the brand app, and digital ads with real-time weather data had a significant impact on McDonald’s “Crave and Claim Deals”. The campaign achieved close to One Million impressions in just 10 days. Due to in-campaign optimization, the campaign also delivered 152% additional measured impressions vs the initial forecast.

In addition, the programmatic DOOH campaign leveraged the powerful capabilities of the MAX platform for precise audience targeting and strategic planning. By utilizing MAX, the campaign successfully reached a predominantly adult audience, with a slight skew toward male viewers. This data-driven approach ensured that the campaign’s content resonated effectively with the desired consumer demographic, maximizing the impact and relevance of the campaign.

Lastly, the campaign demonstrated a 9% lift in the audience exposed to the ad visiting McDonald’s establishments during the campaign. This was measured by observing DOOH-exposed mobile devices that were also seen at McDonald’s establishments.

With pandemic restrictions now easing out, brands have been reevaluating their marketing strategies and exploring new avenues to engage with consumers. One approach that has gained significant traction is the utilisation of outdoor campaigns. With people eager to venture out and reconnect with the world, outdoor advertising provides a unique opportunity for brands to capture attention, build brand awareness, and foster meaningful connections.

Moreover, these outdoor campaigns have made brands recognise the value of reconnecting with consumers in the physical realm. By immersing consumers in their brand story and providing opportunities for participation, brands can forge emotional connections that extend beyond a mere advertising message.

This is especially true for campaigns related to tourism, more relevant with regions easing up borders to boost local tourism. And for low-cost airline AirAsia, it tapped into the wide reach of programmatic DOOH to promote its 7 million free seats campaign, launched in celebration 700 million passengers flown in conjunction with the airline’s 21-year anniversary.

In partnership with Moving Walls, AirAsia has forged its strategy and direction for this DOOH endeavour and successfully placed itself in front of consumers – at the right place and time.

The Challenge

As a low-cost airline, AirAsia wants to entice itching travellers to grab seats to local, ASEAN and further destinations around the world. The challenge was how should AirAsia rise to the challenge of creating awareness about its 7 million free seats promo to its specific target audiences.

The Objective

AirAsia aimed to launch an innovative programmatic DOOH campaign to drive awareness and drive bookings for its 7 million free seats promo. The objective was to engage audiences uniquely and leave a lasting impression that would lead to a significant increase in bookings for the promotion.

The Solution

AirAsia leveraged a programmatic DOOH campaign to promote its 7 Million free seats promotion, by targeting high-traffic locations frequented by its key audience segments. The campaign utilized dynamic countdown creatives that displayed the number of remaining free seats for the promotion, creating a sense of urgency and encouraging viewers to take immediate action.

The dynamic countdown creatives were designed in a visually appealing manner to attract viewers’ attention and encourage them to engage with the ad. The creatives were optimised for each location, taking into account the audience’s demographics and behaviours in that particular area.

The programmatic DOOH platform used real-time data to target audiences at the right time and place, ensuring maximum impact and relevance.

The Results

The mega sale campaign by AirAsia delivered exceptional results, leaving a significant impact on the company’s bottom line. The campaign reached over 4.10 Million people and exceeded our initial expectations with a unique reach of 500K. Real-time optimization helped us achieve a lower cost per thousand impressions of RM36, making the campaign both cost-effective and high-value.

By leveraging the programmatic DOOH campaign through Moving Wall’s Moving Audiences platform, they delivered the right content to the right audience at the right place and time. This dynamic creative strategy has helped AirAsia stand out in a cluttered and competitive market and generated high levels of engagement. As a result, the free seats offered were snapped up in just a few days, making AirAsia top of mind for travellers planning their year-end holiday.

The campaign’s effectiveness not only increased bookings and revenue but also demonstrated the power of combining creativity and DOOH for strong outcomes in a short period. The success of this strategic approach showcases the importance of leveraging Programmatic DOOH to create dynamic and effective advertising campaigns.

With full-fledged outdoor engagement now back on track, out-of-home advertising has also seen itself resurrected. Brands are once again going ‘outside’ after an endured period of highly-digitised communication with consumers. After all, brands need to be where consumers are, and in this post-pandemic period, they are out and about, ever so ready to unleash their pent-up social energy. 

In Indonesia, we see the realisation of this through a local bottled mineral water brand, AQUA. 

The brand, just like many, has once again activated the playbook on programmatic DOOH and, just recently, situated itself in attention-grabbing events such as the Citayam Fashion Week, to bolster its visibility to audiences and solidify the brand as a wellness brand. 

Tapping the DOOH strategy anew is only one step ahead; as brands, such as AQUA, rediscover their footing in outdoor promotions, they would need targeted and strategic data to know where to place and manoeuvre their DOOH ads. 

In its partnership with media technology company Moving Walls, the AQUA brand, in a previous campaign, forged its strategy and direction for its DOOH endeavour, successfully placing itself in front of consumers – at the right place and time.

The Challenge

AQUA, the leading bottled mineral water producer in Indonesia, wanted to promote hydration and position itself as a wellness brand. The challenge was also to stand out during the Citayam fashion week by captivating street fashion enthusiasts and creating effective brand awareness.

The Objective

AQUA came up with the hashtag #AQUADULU meaning ‘Water First’ which they thought will catch on with millennials. They used it to maximize brand awareness in a highly personalized manner by promoting their bottled water while calling on audiences to stay hydrated outdoors during the Citayam fashion show.

The Solution

AQUA supercharged its on-ground marketing by adding a programmatic digital out-of-home (DOOH) campaign featuring the captivating tagline #AQUADULU. The campaign used dynamic content tailored to real-time weather conditions, ranging from sunny skies to unpredictable weather patterns, making it a true standout in the advertising world. 

AQUA capitalized on Citayam Fashion Week, an impromptu street fashion event popular among Jakarta millennials by promoting their messages on a moving LED truck. By solely exposing the audience to the LED-powered truck, AQUA effectively captured their attention and engaged them with the campaign.

Utilizing data from the Moving Audiences DOOH platform, key locations for AQUA were identified, and a truck fitted with an LED screen was deployed to circulate those localities. The truck showcased dynamic, contextually relevant creatives, tailored to the temperature of each location, accompanied by a QR code for audiences to scan. To further maximize the campaign’s programmatic capabilities, activations occurred only when reached 30 degrees Celsius.

The Results

AQUA’s digital out-of-home (DOOH) campaign was executed over a month and proved to be a great success in Indonesia. The campaign was able to reach over 1 million unique individuals and delivered 2 million impressions throughout its route. The campaign reached the desired demographic, with over 50 per cent of those in the vicinity of the campaign belonging to the 18 to 34 age group.

The campaign effectively utilized dynamic creatives for DOOH, with the sunny creative being displayed more frequently during the campaign period (13/06/2022 – 12/07/2022), owing to the weather conditions being predominantly sunny with low rainfall during the times when the content was being showcased (noon and morning). The creatives were thoughtfully designed with a more simplistic approach to favour sunny content, resulting in a higher playtime for these creatives.

Singapore – Digital media platform in SEA, RICE Media, has partnered with Falcon Media, an Out-Of-Home (OOH) media company specialising in large format outdoor advertising billboards across Singapore, with the aim to display its impactful storytelling and insightful journalism in a much wider reach across Singapore. 

Through the partnership, RICE Media will be showcasing its video content on multiple digital screens outdoors, including Fortune Centre, Wilkie Edge, and Sim Lim Tower, as well as KINEX. It will be rotating its slate of video content on Falcon Media’s digital billboards for a period of one year. The campaign kicks off with a story about Ammar, a Singaporean dancer, filmmaker, and actor, whose deafness never got in the way of his dreams. 

Moreover, the partnership provides opportunities for the Singaporean publication to establish its commitment to telling stories, perspectives and insights from across SEA. It is also Falcon Media’s first-ever partnership with a publication. 

Khai Asyraf, RICE Media’s managing director, initiated the collaboration to offer RICE’s partners a 360-marketing solution by utilising multiple channels and touchpoints beyond the online realm. He noted that in this ever-changing digital era, strategic partnerships are essential for media companies to attain sustainable growth. 

“With this partnership in place, RICE wants to uphold our brand credibility while maintaining our edge and competitiveness in the media market. Falcon Media has enabled and accelerated this mission as we pursue audience growth and expansion across Southeast Asia,” said Asyraf. 

Meanwhile, Bernice Heng, Falcon Media’s managing director, commented that she is excited to kick off the partnership after finding immense synergy and potential in working with RICE.

“With RICE Media’s content creation offerings and digital media advertising options, they are an excellent fit for us to delve into the online realm. This partnership offers our clients the ability to reach out to their audience outdoors on both a macro and personal level,” said Heng.

In July 2022, RICE Media, has announced two leadership promotions, which include Asyraf, former client services director, being its new managing director, and Ilyas Sholihyn, former branded content strategist, being its new editor-in-chief.

Manila, Philippines – Building on their recent partnership agreements in Indonesia and Malaysia, media investment company GroupM and global outdoor advertising technology provider Moving Walls have partnered anew to bring automation and accountability to Digital Out-of-Home (DOOH) advertising across the Philippines.

The latest collaboration enables GroupM Philippines’ agencies to leverage Moving Walls’ Moving Audiences, an end-to-end audience data-driven planning, buying, and verification solution for DOOH media. Moving Walls has developed a comprehensive technology stack including a DOOH planning tool that predicts audiences based on the most recent movement trends. The Moving Audiences platform has already been used to execute campaigns for multiple GroupM clients.

According to Moving Walls, a majority of DOOH inventory in the Philippines is already connected to this ecosystem by Location Media Xchange (LMX), the supply-focused subsidiary of the Moving Walls group. 

Yasmin Mallari, chief investment officer at GroupM Philippines, stated, “There is no doubt that DOOH’s role in the omnichannel mix will continue to grow as the potential reach of this medium is now across locations where consumers commute, work, eat, reside, and more. Brand investments will also grow when there is accountability around where the ads are being served and how campaigns perform. This partnership enables us to enrich our suite of offerings in DOOH planning and extend further measurement capabilities to our clients.”

Meanwhile, Norman Davadilla, CEO of Moving Walls Philippines, highlighted how this partnership will continue to transform DOOH media in the Philippines. 

He said, “Philippines is a regional DOOH leader where both the buy and sell side industry associations have launched initiatives to implement common measurement standards. We have partnered GroupM in other markets and are excited to extend these capabilities to brands in the Philippines.”

The partnership with GroupM comes less than a year after Moving Walls partnered with the Out-of-Home Advertising Association of the Philippines (OHAAP) to scale the data-driven OOH industry in the country for further growth.

Sydney, Australia – Havas Australia has appointed technology platform OIS as its independent and third-party verification partner for its digital, programmatic, and classic out-of-home client campaign investments.

As the OOH sector evolves, the partnership sees Havas clients positioned to meet the challenges faced by advertisers wanting to independently verify their OOH investment, independent of publisher reporting, aligning to already adopted practices in other media.

At any moment in time, OIS tracks hundreds of out-of-home campaigns across Australia and New Zealand, processing billions of verification data points. 

Michelle Lee, group investment director at Havas said, “Our strategy is not to just keep up, we want to be ahead of the curve as out-of-home evolves, as there are some fantastic opportunities for brands and agencies. One example is the shift to programmatic, however, smarter trading and campaign management of existing direct investments is also top of the list, both areas where OIS technology will support Havas teams.” 

She added, “OIS was a standout, from their world-first programmatic solution that tracked a billion plus impressions across multiple markets to their proprietary physical inspection data which we can access to verify quality data for every screen across Australia.”

Meanwhile, Justin Singh, founder and CEO at OIS, commented, “It’s great to be appointed after a competitive review that centred on innovation and has acknowledged our broader suite of proprietary tags, pixels, and physical inspection data solutions. Unlike other verification alternatives in the market which may rely on publisher ‘pops’ or ‘log data’, brands recognise that all OIS solutions are completely third party, aligning to industry best practice and how agencies and brands verify other media channels.”

Québec, Canada – Out-of-home (OOH) ad tech company Broadsign rebrands Campsite DOOH demand-side platform (DSP) as Broadsign Ads, extends platform to support new regional markets. 

The pDOOH-specialty demand side platform (DSP) helps agencies and brands plan and execute impactful DOOH campaigns with a streamlined workflow that resembles online and mobile DSPs. 

Broadsign has been working with a number of early adopter agencies and brands throughout the U.S. and Australia to launch campaigns via Broadsign Ads in each market. With the Broadsign Ads rebrand and geographic expansion, media buyers in the U.S. and Australia can now access the platform’s intuitive, powerful campaign workflows, which helped pave the way for pDOOH in Canada. Platform advantages include: 

John Dolan, VP and global head of Media Sales at Broadsign, said, “Between increasing consumer screen fatigue and the target on the cookie’s back, DOOH is approaching a new era of growth. Broadsign fAds makes DOOH ad buying more transparent and as accessible as online and mobile. It combines the core functionality of Campsite with Broadsign best practices and technology.” 

Moreover, Dolan shares that the rebrand of Broadsign Ads and its expansion into the U.S. and Australia represents a crucial next step in DOOH’s evolution, enabling new and seasoned digital marketing agencies, brands, and local businesses to realise the full potential of OOH.

New York, USA — Yahoo and Hivestack, the independent programmatic digital out of home (DOOH) ad tech company, has announced a global strategic partnership to connect their industry-leading technologies, and enable premium, programmatic DOOH cross-channel media campaigns on a worldwide scale.

Via the partnership, Yahoo’s omnichannel demand side platform (DSP), will be integrated into the Hivestack supply side platform (SSP), which will allow Yahoo and its clients to access Hivestack’s premium global DOOH inventory through real-time bidding (RTB) transactions via open exchange and private marketplace (PMP) deals.

Bruno Guerrero, COO at Hivestack, said, “The evolving programmatic DOOH landscape has created numerous opportunities for brands, agencies and media owners to leverage the channel to drive meaningful and measurable connections with audiences across the globe.”

Guerrero adds, “We are thrilled to have the opportunity to integrate with the Yahoo DSP to facilitate seamless, efficient experiences for omnichannel marketers to transact across DOOH programmatically, providing access to premium global DOOH inventory and data.”

Interested advertisers and agencies can immediately access Hivestack’s global DOOH inventory through the Yahoo demand side platform.

Iván Markman, chief business officer at Yahoo, commented, “Early in the space, Yahoo has helped advertisers maximise DOOH screens throughout the consumer journey and foster meaningful and memorable connections. This partnership amplifies that ability and provides Yahoo DSP advertisers with the diverse, global and premium OOH inventory Hivestack affords.”

Meanwhile, Barry Frey, president and CEO of DPAA, shared that the out-of-home sector has seen a resurgence in the last year, fueled by innovative creative execution, digital facilitation and a return to ‘normal’. Frey says that they are thrilled to see major players and DPAA Board Members like Yahoo and Hivestack connect to facilitate these interactions between consumers and brands.