Tag: OOH

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. 

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.

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.

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.

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.”

Australia – Australia-based OOH advertising firm Val Morgan Outdoor (VMO) has consolidated its New South Wales (NSW) sales team into one, who will now be looking after its three business verticals – the VMO Shop, VMO Active, and VMO On-The-Go.

The three brands cater to outdoor advertisers targeting audiences on shops, fitness locations, and those in petrol services and convenience stores.

To reflect the changes, VMO has promoted two young team members into leadership positions. Its senior account manager Alex Anthony and senior media sales and partnerships manager Kristie Barnfather have been promoted to the role of group sales manager, which will see them each looking after a set of agency groups.

Barnfather started at VMO Active in 2016 and has four years of account management experience in publishing company Pacific Magazines. Meanwhile, Anthony got his start in a media career nearly five years ago in London, spanning radio, digital, and ad tech in creative solutions and agency facing roles, before he joined VMO in 2018.

National Sales Director Geoff Cochrane said, “We have managed to attract some amazing talent to VMO, so we are thrilled to develop our team for the future and progress our young team members into leadership positions. Both Kristie and Alex are very well respected in market, extremely hard-working, and high achievers.”

Australia – Australia-based cinema and outdoor advertising firm Val Morgan Outdoor (VMO) has evolved its audience measurement platform DART to determine hourly audience data at a screen level, across the locations at which it runs ads such as in retail, health club, and petro-convenience environments. The enhancement is in collaboration with independent marketing effectiveness consultancy Data2Decisions

VMO has already integrated promising features on the previous version of DART such as being able to track those viewing content based on age and gender and the ability to highlight facial features and determine moods. Dubbed as DART R&F, the newly improved platform combines VMO’s facial analytics data with third-party consumer data and machine learning, with its tech building impression scores as well.

“DART represents an enormous wealth of human interaction data that, when calibrated against third-party and independent data sources, it provides a highly accurate and scalable view of true audiences at VMO locations,” said Paul Butler, managing director at VMO.

Meanwhile, the partnership with Data2Decisions will see the consultancy building and verifying the platform’s audience reach methodology, which from today will apply to all campaigns.

Managing Partner of Data2Decisions John Price said, “Using the latest machine learning techniques to combine datasets, we were able to create a prediction model of specific audiences by the hour at an individual screen level. This has helped us, in partnership with VMO, to create reach and frequency calculations that provide the most robust measure of OOH audiences to date.”