Tag: Out of home advertising

Sydney, Australia – Uber Eats’ famous ‘Tonight I’ll Be Eating’ campaign has launched a mural design out-of-home (OOH) instalment, which is designed to appeal to families by fusing the nationally adored Irwins and global star Paris Hilton, combined with some of the world’s most iconic animals to the co-stars. 

A full-sized mural will feature socialite Paris Hilton and celebrity zookeeper family, the Irwins and be complemented by a custom pink bedazzled water bowl fit for Paris’s iconic chihuahua that will sit below the artwork for our furry friends. 

The out-of-home campaign, conceptualised alongside street poster company Revolution360, is an integral part of the latest iteration of the campaign, which has been running since 2016. This year’s campaign sees Paris Hilton and her famous chihuahuas join Australia Zoo’s Irwin family to drive fame for Uber Eats. 

Josh Fitzgerald, national sales director at Revolution360, said. “The Uber Eats campaign has been a fun one to work on. The creative challenge was to showcase a clash of cultures while highlighting a common interest – the Irwins and Paris Hilton aren’t the traditional pairing but their shared love of animals connects them. We wanted to create an out-of-home offering that was as non-traditional as the campaign talent and that would offer a moment of surprise and delight for our furry friends and their humans.”

He added, “Our murals have become a popular medium for advertisers looking for something unique, bespoke and that blends into urban environments. The Uber Eats mural and custom water bowl for pets ties in perfectly with its latest campaign in an iconic Sydney location. Revolution360 is becoming synonymous with these types of blue-sky, quirky campaigns and we love working with clients to bring their creative to life.”

Singapore – The Singapore arm of advertising company JCDecaux has launched its programmatic OOH media across various advertising channels, including bus advertising screens and airport advertising screens.

The company is launching first this strategy to 38 digital bus advertising screens. With these buses traveling along prime areas of Orchard Road the Central Business District, it is expected to generate 66 million impressions across the digital bus shelter inventory. 

Furthermore, the advertising inventory is connected to global demand-side platforms through supply-side platform VIOOH, which allows advertisers planning for offline+online campaigns within a single platform, and allowing them to manage their advertising inventory.

“Programmatic OOH is at the cusp of sea change in Singapore and the region. Many advertisers have expressed interest in our programmatic OOH offering and are keen to explore this to its fullest potential. We are thus delighted to work with VIOOH to launch our programmatic out-of-home media offer beginning with digital bus shelter screens. As we intensify the education journey and transition from traditional mode of buying and selling to a programmatic one, we will also be adding more diverse audiences to our offers by including a wider array of our digital OOH inventory,” said Evlyn Yang, managing director of JCDecaux Singapore.

The company will also roll out digital out-of-home (DOOH) across the Orchard Road and in the Central Business District, and in premium shopping malls namely ION Orchard, Funan, Raffles City, and Jewel, as well as Changi Airport by 2021.

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.”

Australia – Australian-based digital-out-of-home (DOOH) solutions Val Morgan Outdoor (VMO) has now extended its programmatic outdoor services to include New Zealand in its office buildings-targeted ad placement offering, VMO Work.

VMO’s VMO Work is a full-on digital office building network consisting of 135 screens across 75 locations reaching working professionals as they enter and exit work. 

The network integrates full-motion digital advertising with localized content such as news and sport, financial information, and weather and building directory information with an aim to engage workers. 

To ensure the complete VMO Work network, VMO has partnered with leading out-of-home exchanges: Hivestack, Vistar Media, and Broadsign Reach.

“The ability to deliver these audiences via programmatic exchanges offers clear benefits to advertisers seeking access to premium inventory. Advertisers [will] have the flexibility to up-weight, down-weight, pause or stop campaign activity in real-time with the option to adjust campaign targeting or update their creative,” said the company in a press statement.

VMO Managing Director Paul Butler said, “VMO has made programmatic a business priority and we are excited to bring this capability to New Zealand where there has been so much interest shown by the market.”