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Technology Featured Southeast Asia

Moving Walls, OHAAP partnership to drive PH’s data-driven OOH industry

Manila, Philippines – In a bid to ascertain a data-driven approach in the Philippine out-of-home (OOH) industry, programmatic OOH company Moving Walls and the Out of Home Advertising Association of the Philippines (OHAAP) had recently signed a memorandum of understanding (MoU), entailing OHAAP to utilize Moving Walls’ platform to step up measurement, transparency, and accountability for OOH.

The agreement will enable OHAAP member companies owning billboard panels, LED screens, and other outdoor advertising platforms to have a valuable and easily accessible audience measurement, which makes planning static and digital sites easier, and provide the weight necessary to justify OOH ad spends.

Furthermore, members will be able to plan static and digital OOH (DOOH) campaigns more holistically while adopting a data-first approach to its programmatic campaigns with advanced capabilities such as dynamic ad-content serving, audience retargeting, use of various triggers such as weather and time-belting.

“Having a common currency makes the medium more responsible. Advertisers know exactly what they are spending for and this helps to generate trust. Location Intelligence strengthens the OOH media platform as an effective media channel, which aligns it to other measured media such as TV, Radio, Print, and Digital. This agreement ushers in the era of digital and uplift the profile of the OOH industry and deliver substantial value to clients of various revenue sizes,” according to Alex Montanez, chairman at OHAAP.

The development is also seen as a positive reinforcement of the goal of the Media Specialists Association of the Philippines (MSAP), establishing a common OOH currency using the ad-tech company’s data. Previously, Moving Walls had also teamed up with MSAP for OOH measurement solutions.

OHAAP President Ramil Gutierrez comments, “The OHAAP Board is delighted to partner with Moving Walls Philippines to provide OHAAP members with transparency, accountability, and measurability to its campaigns through the use of location intelligence. It’s about time our members level up the playing field and experience the full potential of planning and buying OOH media.”

By connecting to Moving Walls network of 35,000 global connected sites, member companies will be able to plan Outernet campaigns in an automated manner as the platform enables the collection of location intelligence data for both static and digital outdoor media sites.

“We are moving forward into digital transformation and we at Moving Walls commit to further support OHAAP and its members not just with data but also with advanced capabilities needed to future-proof itself,” said Norman Davadilla, CEO of Moving Walls Philippines. “Our next step in planning is to onboard OHAAP members, equip and enable them to understand and utilize the Moving Walls tech stack,” Gutierrez adds.

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Marketing Featured Southeast Asia

Aircon brand Close Comfort unveils new animated brand ambassador

Singapore – Air conditioning brand Close Comfort, which has a presence in Australia, Singapore, Pakistan, and Indonesia, has recently launched a new character to represent its brand – ‘Ooh’. 

With Ooh, Close Comfort adds to their beloved mascot family a cartoon character that they aim to appeal to children as to provide an easily recognizable character to customers. 

Close Comfort is a personal air conditioning startup, founded in Australia by veteran engineer and researcher, Professor James Trevelyan. Close Comfort’s main proposition is sustainability – with the mission to provide environmentally friendly cooling solutions. 

Ooh is set to become a familiar face all around Singapore as he appears in Close Comfort’s advertisements. 

The story behind Ooh’s pancake-flat face is its fondness of pressing its nose against store windows in the hope of getting a look at Close Comfort’s nifty units. Over time, it starts to look more and more like the unit itself.

Close Comfort’s CEO and Director James Trevelyan commented that he is thrilled to finally be able to introduce Ooh to their audiences. 

“Ooh is not just the embodiment of our unit but also for all we stand for – sustainable cooling. We hope to reach out to many more families and help them keep cool and comfortable in an affordable yet sustainable way,” said Trevelyan.

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Marketing Featured ANZ

Digital advertising to make up about 60% of NZ advertisers’ budget in 2021

New Zealand – As expected, digital advertising, in the middle of the pandemic, is forecast to comprise the larger fraction of ad spend by New Zealand advertisers in 2021 with 59% to comprise their overall media budget, according to a new global report by global media investment and intelligence company MAGNA. 

Although New Zealand, being primarily an island, has been successful in containing Covid-19, advertisers are still inclined to put their dollars into digital channels, which can be mainly attributed to how the media practices have evolved to leverage the appeal and impact of digital formats, whether lifestyles are hindered by the virus or not. 

The projected growth in digital follows 2020’s 3.3% growth rate. According to the report, most of the digital growth will come from spending on mobile devices, which will see specifically an 18% increase and to represent 67% of total revenues within digital advertising. 

Overall, the advertising economy in New Zealand is seen to increase by 7.6% in 2021 to reach NZD 2.8b ($1.8b).

Still in line with changing preferences of audiences, the report said that linear advertising revenues will see an uptick of 2.9% to represent 41% of total budgets, an actual down from taking 49% of budgets as recently seen in 2019. 

Meanwhile, in terms of specific mediums, television spending is forecast to grow by 5.6%, to represent one-fourth of total budgets. The report said that this will bring total spending levels back to 92% of their 2019 levels. On the other hand, radio and OOH are seen to fare slightly worse with a 2% growth to reach 86% of 2019 spending levels, and a 5% growth to reach 68% of 2019 spending levels, respectively. 

Globally, as the economy recovers faster than expected with a GDP of 6%, marketing activity, and advertising spending are likewise projected to demonstrate the same upward growth. With the added driver of rescheduled international sports events, the report forecasts global all-media advertising spending to grow by $78b, a 14% increase, to ultimately register an estimated $657b in 2021, a new all-time high, said MAGNA. 

Meanwhile, in the Asia Pacific, while the rollout of COVID vaccines has not been as aggressive as many Western markets, there were still fewer cases and deaths as well as fewer shutdowns vs. those markets in the west. This has not stopped consumers in the region from changing their behavior in the same ways as in heavily COVID-impacted markets, which meant more indulgence to stream, more adoption of e-commerce, and more integration of digital platforms into their daily lives. As a result, economic recovery and organic digital growth will power APAC’s total advertising spending to a 12.8% increase in 2021, following 2020’s 3.3% growth. This will see total advertising budgets in APAC reach $203b, significantly ahead of 2019’s $186b total.

According to Gurpreet Singh, managing director at MAGNA APAC, digital will continue to be the biggest growth driver across most markets fueling a faster recovery. Singh also said that since linear media was the most affected last year, its recovery back to pre-covid levels is going to remain a big challenge across the majority of APAC markets for the next few years.

“2021 will see higher than usual growth in ad spend bouncing off of the reduced spend we saw in most of the APAC markets last year. This will largely result in regaining lost ground, however, some markets will take more than a single year for their ad spend to recover from the impact left by covid,” Singh said.

APAC remains the second largest global advertising region, behind North America but $59b ahead of EMEA. 

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Marketing Featured Southeast Asia

GuocoLand’s latest OOH campaign gives commuters a ‘nature-inspired’ trip to dream home

Singapore – To draw attention to the launch of its latest luxury residential development Midtown Modern, regional property company GuocoLand has launched a new out-of-home (OOH) campaign to entice customers with a walk inspired by nature aesthetics and real estate luxury.

Developed in collaboration with Moove Media, the OOH campaign is placed at Bugis MRT, which utilizes the linkway between the Downtown Line (DTL) and East-West Line (EWL) with wall mural and floor stickers of the development and extensive greenery to provide commuters with an immersive garden experience Additionally, the soothing sounds of nature with running water and bird calls bring an oasis of calm to the bustling thoroughfare. The campaign with Moove Media extends to in-carriage window stickers on DTL trains.

In addition, a large ambient billboard greets commuters with an eye-catching aerial view of Midtown Modern’s twin towers and its grand lawn at the Bugis MRT EWL escalators. The media space at the EWL escalators is managed by SMRT Media.

Dora Chng, general manager (Residential) at GuocoLand, said: “With Midtown Modern located directly above the Bugis MRT interchange, the OOH campaign was vital to capture commuter mindshare and introduce a unique nature in the city living concept.”

GuocoLand aims to bring Midtown Modern’s message of garden homes in the city to tenants, shoppers, residents and members of the public at its flagship integrated development Guoco Tower in the CBD. Guoco Tower is directly connected to Tanjong Pagar MRT.

“OOH was also instrumental in building high visibility with commuters and complemented our omnichannel marketing strategy across print, digital and social media. We are delighted that the response from partners and customers to the OOH and integrated marketing campaign has been overwhelmingly positive,” Chng added.

From 3 June to 14 July, the next phase of the OOH campaign goes digital with a creative video to be displayed on the 6-metre Wonderwall at Dhoby Ghaut MRT interchange, which reaches commuters of three MRT lines – North-East, North-South and Circle Line. Commuters will be brought on a mesmerizing journey through Midtown Modern’s lush and spacious landscaping, colourful forests, and thoughtful amenities through video.

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Marketing Featured ANZ

JCDecaux welcomes new head of campaign execution

Australia– Global Out-of-Home media company JCDecaux in Australia has appointed Amanda Munce, former commercial inventory manager of broadcast company Seven West Media, to be its new head of campaign execution

Munce brings with her 12 years of experience in campaign operations. She has previously held various operations roles and led delivery teams both on and offshore. In her new role, which was traditionally in the Operations area of the business but was restructured to sit within the broader Sales team, Munce will be leading the company’s campaign delivery, campaign installations, and campaign services teams. 

Munce will report directly to Cassandra Cameron, the executive general manager of revenue strategy and operations at JCDecaux.

Commenting on her appointment, Munce said, “I am so excited to join this progressive business and look forward to leading the team to deliver exceptional client service with customer success at the heart of everything we do.”

Meanwhile, Cameron commented that this important restructure and appointment brings together key client touchpoint areas that drive an increased focus on exceptional customer experiences. 

“Our customers’ journey starts with the Sales and Campaign Delivery teams, and bringing these teams together ensures JCDecaux delivers an unrivaled customer experience and drives positive business outcomes for our clients,” said Cameron.

Recently, JCDecaux has announced several promotions and appointments across the sales team, namely Oliver Newton, the new chief sales officer, Brad Palmer, the new national programmatic director, and Kasey Climpson, the new programmatic operations manager.

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Marketing Featured ANZ

Lendlease to bring its small-format OOH advertising in-house

Sydney, Australia – Lendlease, the integrated real estate and investment group, is expanding its advertising platform and will bring in-house the management of its small-format digital advertising across its shopping centers and urban retail precincts.

Up until now, Lendlease has outsourced its small-format digital advertising in its shopping centers to out-of-home advertising agencies. With this new change in management, it is going to be one of the few shopping center landlords to take this platform in-house.

Lendlease’s internal sales team will now oversee content for local and direct campaigns, while its partners, oOh!media and Shopper Media Group will manage content for national agency campaigns.

By the middle of this year, in collaboration with its technology partner SureVision, Lendlease will have rolled out 107 small formal digital panels across six shopping centers including the following: 

  • Erina Fair, Erina NSW (National sales partner, oOh!media)
  • Macarthur Square. Campbelltown NSW (National sales partner, oOh!media)
  • Southlands Boulevard, Willerton WA (National sales partner, oOh!media)
  • Northgate Shopping Centre, Geraldton WA (National sales partner, Shopper Media Group)
  • Menai Marketplace, Menai NSW (National sales partner, Shopper Media Group)
  • Settlement City, Port Macquarie NSW (National sales partner, Shopper Media Group)

Lendlease will roll out a further 270 panels across its other shopping centers and urban retail precincts by 2023.

The company said that the new panels will provide it with added benefit of valuable data analytics using facial recognition technology to measure metrics including age, gender and customer dwell time.

The expansion of its media operations follows the successful rollout of Lendlease’s large-format network across its retail assets, which in 2016 started with just 10 screens and have now grown to 22.

Sally Harding, the general Manager of pop up & media commercialization at lendlease, said that retailers in its shopping centers will benefit from working with the company directly on their campaigns, instead of going through an external advertising agency since retailers already know them and that they understand their business needs. On the customer side, meanwhile, they will be benefitting from having more content that’s relevant to them and their local community.

“As shopping centers evolve to meet the changing needs of consumers, we’re looking for opportunities to grow our revenue streams. We’ve had such success with our large-format network, it made sense to expand our in-house advertising platform to include small-format advertising,” commented Harding. 

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Technology Featured Southeast Asia

Moving Walls’ LMX team up with AU-based ad platform CAASie.co to accelerate automated OOH

Kuala Lumpur, Malaysia – LMX, the supply-side arm of media company Moving Walls has partnered with Australia-based ad platform CAASie.co in accelerating automated and audience-driven out-of-home (OOH) advertising.

Through the collaboration, both companies are bringing their end-to-end OOH of home buying experience to SME and agencies. LMX will enable CAASie.co’s self-serve OOH marketplace and provide advertisers with global access to an inventory of more than 35,000 screens across Southeast Asia. 

LMX provides a full sales automation and delivery stack to OOH media owners and its supply-side platform (SSP) called ‘LMX Connect’ will be integrated with CAASie.co’s self-serve demand-side-platform (DSP) to enable flexible budgets and durations to SMEs and agencies buying OOH advertising.

CAASie.co is keen to bolster a fully self-serve digital OOH (DOOH) experience, making on-demand access to outdoor assets more flexible and accessible with a strong dedication to merging digital marketing and OOH advertising. The collaboration will allow both companies to scale their offerings across multiple markets and drive adoption of DOOH from buyers who have traditionally shied away from the format. 

For Srikanth Ramachandran, founder and CEO at Moving Walls, LMX’s prime objective since its establishment was to enable screen asset owners to connect to multiple DSPs while remaining in control of inventory allocation and pricing.

“CAASie.co’s vision of making audience data-driven media buying for OOH possible aligns with LMXs own vision. The partnership will connect Australian advertisers to LMX clients around the world, while opening doors for LMX to be adopted by Australian media asset owners,” Ramachandran stated.

Meanwhile, Jeff Jaraved, co-founder at CAASie.co, commented that the company had great success opening up access to out-of-home for both small businesses and agencies, as they believe that these folks have generally stuck to online digital formats for their marketing, almost entirely because outdoor was simply inaccessible to them.

“The fact that anyone can come in and self-serve their ads on the billboard or bus shelter down the street is huge. Our partnership with LMX allows us to tap into a whole new part of the globe, which I’m sure will be very exciting for our users,” Jaraved stated.

The Moving Walls group has recently established independent offerings for both the buy-side and the sell-side stakeholders. To advertisers and media agencies, they provide cloud-based planning and analytics for all forms of OOH media powered by a multi-sensor location data platform. To screen asset owners, LMX equips them with inventory management and sales automation tools.

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Technology Featured Southeast Asia

MY adtech AdEasy launches media subscription plan service

Kuala Lumpur, Malaysia – AdEasy, a local-based adtech startup, has announced the launch of AdEasy PLUS, a media subscription plan service that allows businesses to buy advertisement spaces all in an online marketplace.

Through the service, an AdEasy PLUS subscriber will be able to advertise on a selection of out-of-home (OOH), residential, in-app, and online ad spaces worth up to RM50,000 each month, with the plan priced at RM4,299 a month.

Additionally, as part of this subscription, AdEasy PLUS subscribers will enjoy a free 30-minutes virtual consultation with their dedicated media expert every month, and free monthly ad delivery worth up to RM750. The plan has no lock-in period for the subscription and subscribers may cancel any time for free. 

“With AdEasy PLUS, not only will subscribers be able to enjoy 11 times more value, they will be able to test, compare and decide which ad spaces, in terms of type and/or location, would work best for them. Furthermore, different types of ad spaces are added to the plan almost every month, so that subscribers can optimize their campaigns by complementing and amplifying the impact of a mix of media touchpoints that work best for them,” said Therine Goh, COO and co-founder of AdEasy.

To date, AdEasy offers the following media types: digital billboards, digital screens, and shopping mall ads within the Klang Valley as well as residential ads, in-app ads, online articles, and radio streaming ads. 

According to Melissa Sim, CEO and co-founder of AdEasy, part of the reason why they released AdEasy PLUS was to allow businesses, big and small to plan and optimize their campaigns under limited budgets being constrained by the difficulties brought by COVID-19.

“When COVID-19 entered our economy’s lexicon, advertising strategies had to be flexible yet affordable to adapt to the shifting sands of customer behaviour. COVID-19 had led brands big and small to scrutinise their ad budgets so affordability and effectiveness are key,” Sim stated.

She added, “With AdEasy PLUS, startups and SMEs – the backbone of the Malaysian economy – will have an avenue to track, optimise and launch omnichannel advertising campaigns with confidence, and build greater visibility so that they may thrive in spite of the current business environment.”

According to a study by market research company Kantar, over half (55%) of senior marketers and advertisers worldwide will pay greater focus to campaign effectiveness, which means a greater emphasis on optimization and measurement. Notably, 53% of those surveyed said that COVID-19 has led them to be more innovative and more willing to try something new.

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Technology Featured ANZ

JCDecaux Australia launches new programmatic offering, unveils new senior hires

Sydney, Australia – The Australian arm of out-of-home (OOH) advertising company JCDecaux has announced a new programmatic offering across its clients, in which the offering will be supported by the company’s newest hires and appointments.

The new programmatic offering called ‘JCDecauxPROGRAMMATIC’ will offer brands access to OOH with control and flexibility. Advertisers and agencies can execute and optimize campaigns in real time, with the company guaranteeing supply for programmatic advertisers, setting aside at least 5% of its digital networks to be published via its exclusive supply side platform (SSP), VIOOH.

JCDecaux’s sights are set on programmatic making up 2% to 4% of digital revenues in 2021 and 15% by 2023.

“Programmatic out-of-home is now part of the broader digital universe, sitting alongside programmatic online in omnichannel buying platforms. This gives us an opportunity to take a share of the US$9.5B invested in digital media in Australia each year,” said Steve O’Connor, CEO of JCDecaux ANZ.

As part of the wider programmatic offering, JCDecaux Australia has also announced new appointees namely Cassandra Cameron, who has been promoted into the expanded role of executive general manager, revenue strategy and operations; Brad Palmer as national programmatic director; and Kasey Climpson as programmatic operations manager.

Prior to their new positions, Cameron has worked with media company APN Outdoor as national training director and as a member of the DOOH council of the Interactive Advertising Bureau. Meanwhile, Palmer has worked as the national programmatic manager at both digital publisher Allure Media and youth media group Pedestrian Group, and Climpson has worked with APN Outdoor as well as campaign delivery executive.

“Programmatic out-of-home used to be just an idea, now it’s a reality and we are excited to be the pioneers in Australia. Our business is primed and ready to change the conversation, giving advertisers a solution for buying out-of-home that’s as easy, and as sophisticated, as web or mobile audience buying. By reducing operational barriers, we anticipate a range of new advertisers will leverage the power of this valuable channel,” Cameron stated.

In regards to their appointments, O’Connor said that these changes align the talent’s organization’s aim to deliver on their business strategy.

“Our unique programmatic offering changes the way advertisers can plan and transact out-of-home and reflects our strong commitment to growing the Out-of-Home channel and leading through change,” O’Connor stated.

“Today, more than ever, our clients look to us to understand the future, and the future is now. Advertisers can be confident that when they plan a programmatic Out-of-Home campaign with JCDecaux they will have access to Australia’s most desirable outdoor formats and locations, whenever they choose to be active,” Cameron added.

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Technology Featured East Asia

OOH media Asiaray’s new partnerships a step-up to DOOH transaction platforms

Hong Kong – Out-of-home media company Asiaray has partnered up with adtech The Trade Desk and advertising platform Magnite in offering a programmatic digital out-of-home (DOOH) transactional platform to ease up DOOH media trade across online and offline platforms, benefiting marketers in the process.

The newest partnership is in line with Asiaray’s ongoing Offline and Online New Media Strategy, which seeks creating connection between offline DOOH media and programmatic advertising.

With Magnite’s omnichannel sell-side advertising platform, Asiaray will be able to advertise DOOH billboards in Hong Kong via The Trade Desk, which then provides marketers additional media buying options as well as creating a new channel for Asiaray to reach out to potential online marketers worldwide.

“Given the proliferate growth of DOOH, we are delighted to have secured new programmatic cooperation with two of the world’s major adtech players – Magnite and The Trade Desk. This campaign makes a key milestone for Asiaray’s Offline and Online New Media Strategy, which created a strong connection between offline DOOH media and online advertisement buying,” said Vincent Lam, founder, chairman and executive director of Asiaray.

He also added, “What is more, the cooperation will provide us a chance to reach out to a different group of usual online advertisers, thus to expand our clientele and eventually expand the Group’s penetration in the market. Looking ahead, Asiaray will continue to work closely with our partners to develop even more effective media solutions for advertisers to generate greater value for the campaign.”

The new partnership also entails facilitating advertisers with technology supporting audience segmentation and verification measurement to adopt a flexible way for buying and to help brands to deliver a more targeted, unified and holistic experience to consumers.

“This campaign shows the immense possibilities for buyers when combining a high impact format like DOOH with the automated buying of Programmatic Guaranteed, which still allows flexible targeting but guarantees access to premium inventory. We are proud to have worked with our partners to facilitate this important milestone, and look forward to running more campaigns in the near future,” said Yogesh Sehgal, country manager for Magnite Asia.

On the other hand, Doug Choy, senior director for inventory partnerships at The Trade Desk, said, “In this world of new technologies, programmatic buying in advertising is certainly a growing trend, and The Trade Desk is delighted to partner with Asiaray and Magnite to introduce our first offline media resources. Marketers now have the opportunity to access inventory for DOOH billboards in Hong Kong through our platform, thereby helping them achieve their greater business objectives. In all, we are very excited in our continued partnership with Asiaray as we help advertisers shift to programmatic buying.”