Technology Featured ANZ

Vistar Media, Broadsign announce mutual integration of mediation layers for OOH media

Australia – Out-of-home (OOH) advertising technology developers Vistar Media and Broadsign has announced a mutual integration of its mediations layers, which allows simplification of OOH media buys across both supply-side-platforms (SSPs), as well as unlocking access to additional demand.

Through the partnership, it allows both companies to have an open and fair play auction regardless of which firm’s mediation layer is used, and lowers the operational burden for media owners while facilitating advertiser access to OOH inventory.

For media owners using or planning to use both companies’ SSPs, the mediation layer integration enables them to streamline their programmatic inventory allocation. They can access media buyer demand from both platforms, without having to manage each one separately. 

Moreover, mediation will allow media owners to have both SSPs compete in a fair auction based on price, creating a level playing field and ensuring that media owners can maximise yield on any programmatically-sold inventory.

For Eric Lamb, SVP for supply at Vistar Media, unified auctions unlock the true value of programmatic for media owners, allowing them to benefit from centralised demand and increased competition.

“We’ve already seen significant value delivered to media owners activating mediation, and are confident that this partnership and broader adoption of mediation will drive further growth for the DOOH industry,” Lamb said.

Meanwhile, Frank Vallenga, vice president of SaaS sales at Broadsign, commented that as demand for programmatic DOOH continues to grow, this type of collaboration represents a huge leap forward for the industry, making OOH transactions much simpler, while also giving media owners more flexibility with their programmatic strategies and solving for operational headaches.

“Our work with Vistar on this integration closely aligns with our broader vision to make digital-out-of-home more accessible to modern media buyers, so that OOH can ultimately represent a larger portion of omnichannel media buys,” Vallenga said.

Technology Featured Global

Moving Walls enters partnership with Dentsu, to launch full-stack OOH adtech platform across Africa

Johannesburg, South Africa Global outdoor advertising technology provider Moving Walls has partnered with digital marketing and communications firm Dentsu Africa to launch a full-stack Out-of-Home (OOH) adtech platform across multiple markets in the continent.

Through the partnership, Dentsu Africa will be launching a DOOH tech solution powered by Moving Walls, including a supply-side platform that is targeted at aggregating OOH inventory information and connecting media owners in the continent to advanced inventory and campaign management tools.

With this, advertisers can leverage advanced DOOH activations and measurement capabilities from a single platform. The solution is also set to launch in three of the largest African markets with a series of pilot campaigns for leading brands.

Alex Tutu, regional director at Dentsu Location Services, commented on the partnership. 

“With their global scale and platforms that address the entire ecosystem, Moving Walls is the ideal partner to launch these new DOOH capabilities for our region. It is especially important that this is a tech solution that allows for flexible customisations for the different markets we are launching in,” he said.

Srikanth Ramachandran, founder and group CEO of Moving Walls also added that the partnership is ideal for quickly scaling solutions to a region where OOH remains fragmented.

Ramachandran added, “Our platforms have been battle-tested in regions where even neighbouring countries have vastly different OOH ecosystems. By launching this solution with Dentsu, some of the largest advertisers across Africa will be able to transform how they run OOH advertising.”

Moving Walls’ supply-side arm Location Media Xchange (LMX) and strategic sales partner Mizet has also recently entered a partnership with Pyxis to launch a new retail DOOH screen network in the United Arab Emirates.

Marketing Featured ANZ

Perth Airport extends partnership with JCDecaux, to upgrade digital assets

Perth, Australia Perth Airport has extended its partnership with out-of-home media company JCDecaux. The extended contract will see new and upgraded digital assets installed and programmatic trading enabled across all of Perth Airport’s digital inventory.

Under the partnership, new small- and large-format digital signage will be introduced and existing assets will be refreshed across various sites located within Perth Airport’s terminals, retail centres, and road network.

“Perth Airport and JCDecaux have been in partnership for many years. This tender win comes at a time when air travel is enjoying a strong resurgence and brands are rediscovering the benefits of reaching this valuable and highly engaged travel audience,” said Andrew Hines, chief operating officer at JCDecaux.

He also added that JCDecaux is well-placed to deliver great outcomes for Perth Airport including trading programmatically across all digital assets.

Perth Airport’s Acting CEO Kate Holsgrove also said, “Our core International and Domestic markets are recovering quickly, and we are working closely with government, tourism, and industry so we are well-positioned to continue attracting new airlines and routes. With more than 95% of visitors to Western Australia arriving by air, Perth Airport is uniquely placed to connect brands with multiple high-value segments.”

The renewed contract will be effective in August this year.

Previously, JCDecaux has also partnered with foodpanda in Hong Kong for its pandamart campaign.

Technology Featured East Asia

Moving Walls, jeki team up to meet growing local demand for media assets

Tokyo, Japan – Adtech solutions provider Moving Walls and local OOH company jeki have teamed up to see jeki screens light up across Japan as the country caters to an influx of inbound and outbound demand on a global scale.

The partnership will build and strengthen a seamless system to meet a growing demand for media assets. Moving Walls will leverage itself as a global media solution partner to bring global buyers to jeki media. 

Meanwhile, jeki will have access to a global network of clients from which they can tap into global and regional digital budgets to execute campaigns in Japan. Jeki will also work with Moving Walls to run overseas campaigns for Japanese clientele.

Srikanth Ramachandran, group CEO and founder at Moving Walls, said, “This is a historic partnership for Moving Walls. We are proud to partner with a forward thinking and innovative media owner such as jeki – whose ideals for both Japan and beyond are admirable. This is the first of many more steps to come.”

Meanwhile, Atsushi Takahashi, managing director and CDO of jeki, commented, “Jeki noticed the increasing momentum of Japan-bound tourism in Southeast Asia with the easing of Corona-related entry restrictions. We are confident that networking OOH in Southeast Asia will be a powerful boost for our clients, especially as we specialise in tourism promotions for local governments and other clients throughout Japan.”

Marketing Featured East Asia

foodpanda HK to be the first brand featured on JCDecaux’s OOH screens at HKIA

Hong Kong – foodpanda in Hong Kong has become the first brand advertiser in the market to programmatically utilise the newest Crystal Digital and the Spectacular Digital OOH screens, operated by JCDecaux Transport at the Hong Kong International Airport (HKIA). 

Developed in collaboration with Mindshare, GroupM’s global marketing and media network, and Xaxis, GroupM’s outcome media specialist, the campaign will be running over the course of three weeks from 15 July to 4 August 2022. It aims to drive awareness for pandamart, foodpanda’s 24/7 online grocery platform. The creatives were featured across three screens at the airport including one Crystal Digital screen and two Arrival Spectacular Digital screens, reaching passengers who are about to begin their on-arrival quarantine process. 

The Crystal Digital Spectacular Digitals deems to be one of the most eye-catching screens at the HKIA arrival hall as they overlook overseas passengers who must queue in line for COVID PCR test formalities before heading to the quarantine hotels. Passengers at the arrival hall have a direct line of sight to on-screen videos and with Xaxis’ programmatic expertise, foodpanda will be able to take flexible campaign planning to the next level and elevate its OOH advertisements, allowing it to dynamically define its screen mix, panel mix, and audience type, as well as set messages to be delivered at optimal times.

Michael Lai, business director at Mindshare, commented that they are thrilled to have partnered up with foodpanda, the largest one-stop-shop delivery platform in Hong Kong to launch their first pDOOH campaign in HKIA this year and deliver dynamic content to global passengers arriving into Hong Kong. 

“With Xaxis’ expertise, programmatic brings a whole new level of digital creativity for advertisers and consumers, providing a non-intrusive method for relevant customers and passengers to engage with. It also provides brands and marketers with the flexibility of targeted campaigns in real-time,” said Lai.

According to Xaxis, the collaboration was not HKIA’s first pDOOH campaign as JCDecaux upgraded its digital screens at the ‘luggage belt’ area and at the terminal exits to pDOOH screens in 2021. However, the further upgrade this year landed them the Crystal Digital and Spectacular Digital pDOOH screens in which foodpanda is the first advertiser in the market. 

Additionally, the pDOOH campaign catapulted foodpanda into a new era of OOH with programmatic and provided real-time flexibility for foodpanda’s pandamart to curate a captive viewing environment by identifying the audience, location and messages to create an effective, efficient, and brand-safe channel for its campaigns.

Alex Law, marketing director of foodpanda Hong Kong, shared that they are always keen to explore new and innovative ways of reaching their target audiences and are delighted to be the first market advertiser on the Crystal Digital and Spectacular Digital pDOOH screens in HKIA, leveraging the powerful impact of OOH and programmatic capabilities.

“We projected two 10-second videos on the screens by adopting dynamic creative displays to showcase and communicate our quick and convenient pandamart service. We understand the challenges passengers may face during quarantine, and would like to ease the process by providing easy access to basic necessities,” said Law.

Meanwhile, Arnaud Redon, general manager of airport at JCDecaux Transport, said that in addition to its unique geographical position to connect Greater China, Asia Pacific, and the World, Hong Kong International Airport advertising now offers to brands the possibility to target precisely and at scale their most relevant audiences through programmatic-ready large digital screens. 

“We’re very excited to enable foodpanda to deliver dynamic and contextually relevant content that resonates with passengers’ needs as they land in Hong Kong,” said Redon.

Technology Featured APAC

Location Media Xchange launches revenue management suite for OOH media owners

Singapore – Location Media Xchange (LMX), the supply-side technology arm of the Moving Walls Group, has announced the launch of a complete Revenue Management suite for Out of Home (OOH) media owners. The product revelation happened as the industry’s leading stakeholders converged at The World Out of Home Congress Toronto 2022. The company is offering a no-obligation 90-day trial for media owners to experience the platform.

OOH’s global renaissance has continued into 2022 after sharp drops during the peak of the Covid-19 pandemic. Several factors, including increased travel activity, and the growing interest in Programmatic Digital OOH advertising, contribute to this.

OOH media owners now handle multiple sales channels – direct brand relationships, agency-managed spends, programmatic or automated media buys, and even online campaign bookings. Allocating inventory in an efficient manner is critical because unlike digital publishers who own virtual space, OOH media owners own physical assets that consume fixed costs like electricity, internet fees, maintenance, and more.

The expansion of OOH buying methods also means that the inventory is now consumed in a variety of ways – loop based, event based, audience based, impression-based, and so on. Maintaining up to minute availability information, understanding utilisation, and prioritising sales channels is just not scalable if done manually.

According to Mandakini Negi, co-founder of Moving walls and global head of LMX, “It is difficult to improve what you cannot measure. OOH media today is bought and sold in several ways and media owners who have a handle on inventory utilisation and demand trends across all their media sites in real time will be able to make decisions that improve their revenues.’’

The LMX Revenue management suite solves this by providing an online platform that connects traditional, programmatic, and other forms of campaign booking information in one place. The platform seamlessly connects to native and third party applications like the content management system or the accounting system by the media owner.

Gautam Bhirani, MD of Eyetalk Media Ventures India, commented, “Our network of screens spans across multiple locations. Just as the content on these screens is managed centrally, we require a system to understand live availability, build proposals, and accept campaign requests in an automated manner. The LMX suite does all of this from one application.”

Meanwhile, Eddie Song, MD of Laguna De Bay Malaysia, says that Integrating DOOH screens into the programmatic ecosystem is just the first step. He adds that just like digital, they need to make sure their inventory is visible and accessible to multiple demand partners. LMX Connect provides its network with the ability to transact with omnichannel and specialist Demand Side Platforms locally and globally.

LMX already works with more than 200 media owners across the globe including Southeast Asian markets namely Singapore, Malaysia, Indonesia, Thailand, Philippines, and Vietnam. The platform supports all kinds of media owners who use it to manage different parts of their business.

Technology Featured East Asia

MTR launches programmatic trading offering

Hong Kong – Local rail operator MTR has announced the launch of its programmatic trading offering, across its network composed of 418 digital panels in 51 MTR stations in Hong Kong.

This new automated programmatic planning and trading offering will accelerate the growth of Out-of-Home (OOH) advertising, connecting advertisers and MTR advertising in a premium marketplace, combining audience targeting and impression data to create an intelligent, automatic and advanced DOOH trading solution to meet Hong Kong marketers’ needs.

MTR advertising is utilising this new technological media trading solution to meet the new expectations of its clients and to increase the competitiveness of MTR DOOH in the market. The new pDOOH offering gives advertisers considerable flexibility to optimise playout for maximum efficiency and to accommodate a flexible range of campaign budgets, ad duration and shares of time. 

Advertisers can choose among different trading models through a private marketplace (PMP) and can trade by either guaranteed price & impression (GPI), guaranteed price (GP) or non-guaranteed (NG) floor price via their demand-side platform (DSP), based on CPM (cost per thousand impressions).

Teresa Fung, chief media and business development manager for Hong Kong Transport Services at MTR Corporation, said, “We are excited to be the first metro in Asia to offer Programmatic Digital Out-of-Home as it is further enhancing our digital transformation journey. We believe that programmatic DOOH is the latest market-driven solution to cater to marketer’s needs to target specific audience(s) efficiently.” 

She added, “Together with smart technology, MTR advertising provides a flexible and effective platform for advertisers to showcase their digital creativity and facilitates dynamic and engaging advertising campaigns. This not only brings greater commercial value to advertisers, but also optimises the passengers’ journeys with more new experiences and meaningful engagements.”

MTR advertising strategically partners with VIOOH, a leading supply-side platform (SSP), who trades with over 35 DSP partners globally, including Hivestack, The Trade Desk and Yahoo, among others. This latest pDOOH offering will optimise MTR advertising campaign performance and can enable seamless online planning to offline outdoor advertising (O2O) through greater flexibility and agility.

Meanwhile, Shirley Chan, managing director at JCDecaux Transport, commented, “With the rapid development and growing demand for DOOH, programmatic trading has become an irresistible trend. We are excited that MTR advertising is achieving another important milestone by connecting to the programmatic digital ecosystem. MTR advertising programmatic trading can deliver brands greater efficiency, transparency, brand-safety, and measurable advertising, while also linking brands to the right target audience at the right time and right moment, in the right location, and with the right message to optimise deliveries of clients’ campaigns across the MTR network successfully. Our passion and aim are to enhance the position of MTR advertising as the pioneer in OOH digital transformation and we are confident that advertisers and agencies will seize this irresistible new opportunity.” 

Lastly, Jean-Christophe Conti, chief executive officer at VIOOH, added, “We’re thrilled to participate in this programmatic offering across the MTR network in Hong Kong. It’s an exciting time for the digital out of home industry as programmatic adoption takes off globally, especially in Hong Kong where 94% of media agencies and leading brand executives stated they plan to integrate programmatic DOOH within the next 18 months. This reiterates to us that the future of pDOOH in this region is looking strong and it’s a big opportunity for the DOOH industry.”

Platforms Featured Southeast Asia

Viu Singapore marks premiere of K-drama series ‘Again My Life’ with digital, OOH activations

Singapore – Asia’s OTT video streaming platform, Viu, has launched a series of digital and out-of-home activations inspired by the latest Viu Original K-drama series, ‘Again My Life’, to bring Singaporeans back in time and immerse themselves in this new series.

Premiering today, ‘Again My Life’ is a fantasy crime thriller based on a popular webtoon and novel of the same title. It revolves around the life of ‘K’, which is starred by Korean actor Joon-gi Lee, a righteous and hot-blooded prosecutor who has no qualms about standing against corruption and tyranny. His investigations eventually led him to be brutally murdered, but the grim reaper offers him another chance at overthrowing his powerful adversaries.

To build excitement for the show, Viu Singapore is hosting an exclusive screening event at Zouk that will showcase the very first episode of ‘Again My Life’ today of its premiere in South Korea. It is expected to bring together K-drama fans in an action-packed festival filled with photo opportunities, trivia, goodie bag giveaways, and unforgettable moments. Registration was carried out on a first come first served basis and the event was fully subscribed in a week, with over 200 registered guests.

Moreover, in celebration of Joon-gi Lee’s birthday on 17 April, Viu Singapore is giving out his favourite ice cream mint chocolate chip ice cream for free. To be a part of the celebration, fans can simply drop by the ice cream cart located at 313 Somerset Orchard on April 17 from 12 pm to 8 pm, flash the Viu app on their mobile device, and enjoy the sweet icy treat, while stocks last.

Meanwhile, fans can keep a lookout for Viu Singapore’s upcoming ‘Time Bolt’ activation from 18 April to 8 May, which is inspired by time travel, one of the central themes in ‘Again My Life’. Viu Singapore is bringing Singaporeans an immersive motion visual experience located at Waterway Point, Basement 1, where fans will get to ‘travel back’ in time visually, and ‘see’ their younger selves again, at the click of a button. This new immersive reality experience is brought to life by Neuromeka’s flagship collaborative robot, Indy. Normally used by B2B industrial manufacturers to do pick and place for precision work, ‘Indy’, equipped with grippers, and vision sensors will be used for the first time in Asia to be programmed and work alongside humans, for this motion visual experience.

In line with the time travel and crime themes of the show, Viu Singapore is also creating an augmented reality filter contest on Facebook and Instagram, showcasing a crime scene from the past. The top three players per week to spot the five pieces of ‘evidence’ around the room in the shortest amount of time will stand a chance to win a $100 Shopee voucher each. This contest runs from 20 April to 11 May by simply snapping a photo showcasing the fastest time and share it on Viu’s social post to win.

Cheryl Lim, Viu’s country head of brand, marketing and communications for Singapore, said that they wanted to create a series of different activations that would bring to life memorable elements from the show so that it will be immersive and fun for fans and the public alike. 

“We see every activation as a touchpoint for us to give Viu-ers an escape from their daily grind and into the world of Again My Life,” added Lim.

In addition to the events and activations, Viu Singapore will also be launching a month-long integrated campaign supported by themed social media postings on Facebook and Instagram, display and social advertisements, influencer engagement, content strategy, and out-of-home single-decker big top bus advertisements to engage with consumers through various touchpoints across different channels.

Marketing Featured ANZ

OOH JCDecaux bags extended tender with North Sydney Council

Sydney, Australia – Out-of-home (OOH) media company JCDecaux has announced that it has been awarded an extended tender by the North Sydney Council to be its exclusive street furniture provider. The contract is inked for a term of nine years.

The expanded partnership, which includes street furniture, large format screens, and community information panels including interactive touch screens, will see JCDecaux grow its network from four to 60 digital panels across Sydney’s second-largest business district and throughout the affluent Lower North Shore including residential suburbs spanning from Cremorne to St Leonards. 

As part of the expansion and upgrade, JCDecaux will deliver more than 35 new state-of-the-art digital street furniture screens and 19 new digital community information panels, which are reserved for community messaging such as maps, transport information, and other messaging to enable connectivity.

Aside from retaining the street furniture network, JCDecaux has won the North Sydney Large Format contract, to develop high-quality, sustainable digital screens on the Greenwood Bridge. These sustainable screens are currently in development and have been designed by architect Tzannes to ensure they complement the existing bridge design and enhance the surrounding area. Positioned in the heart of North Sydney, these highly visible sites impact traffic travelling along the Pacific Highway.

Steve O’Connor, JCDecaux’s CEO, commented that retaining the North Sydney contract is another triumphant win for JCDecaux following their recent successes with the Sydney Trains and Adelaide Railway Station contracts. 

He further shared that they have ambitious plans to enhance the presence, scale, and utility of the network, and this contract represents a powerful opportunity for brands to connect with affluent professionals, Lower North Shore residents, and tourists alike with a range of creative opportunities, while also strengthening their programmatic offering for clients.

“We’re in a fantastic position going into 2022; demand for out-of-home advertising is accelerating and audience mobility is bouncing back rapidly from last year. We have an incredibly strong portfolio to offer advertisers wanting to reconnect with Sydney-siders across our large format, street furniture, airport, rail, and transit network,” said O’Connor. 

In March this year, JCDecaux has also announced the run of its first digital roadside programmatic campaign with TVNZ, New Zealand’s state-owned commercially funded broadcaster. The campaign is running via dentsu, Hivestack, and VIOOH.

Marketing Featured ANZ unveils pilot OOH campaign in Australia

Sydney, Australia — Work operating system (OS) platform has unveiled its first-ever Australian out-of-home (OOH) advertising campaign that was launched in different locations around Sydney and Melbourne, Australia. From city centres and airports, the billboards were done in collaboration with OOH ad companies Ooh! Unmissable and JCDecaux, and transit OOH specialist Torch Media.’s aim with the campaign is to raise brand awareness of its Work OS and how it enables seamless collaboration. Truly walking the talk, the campaign was coordinated across the various agencies using the platform.

The creative concept behind the campaign, which is running through mid-April, uses cliches to support’s ‘work without limits’ ethos, highlighting common workplace pain points and how its platform addresses them, such as saving time and effort, customising processes and workflows, ease of use, automation, security and flexibility.