Tag: Out of home

Australia – JCDecaux has introduced a new way for advertisers to measure and reduce campaign carbon emissions with ready-made lower-emission programmatic networks powered by Scope3. These pre-selected networks across Small Format, Rail, and Large Format, enable advertisers to lower emissions by 31-53 percent compared to the Scope3 digital Out-of-Home benchmark.

SBS, through its media agency Hearts & Science, is the first client to take advantage of this new offering to promote the third season of Alone Australia. As a leader in sustainability within the Australian media industry, SBS has already achieved Net Zero for its direct emissions and is actively working towards reducing its Scope 3 emissions across its supply chain.

JCDecaux has been working with Scope3 to develop an industry-first methodology that enables advertisers to measure and reduce the carbon footprint of their out-of-home media activity. Out-of-home is the lowest-emission media channel available, proven to be four times more energy efficient than BVOD.

Brad Palmer, national programmatic director at JCDecaux, said, “Understanding and reducing carbon emissions can be daunting for advertisers, so we’ve made it simple. Our ready-made, lower-emission programmatic packages take the guesswork out of sustainable media buying, giving brands a straightforward way to reduce their impact while still reaching the right audiences effectively.”

Meanwhile, Uma Oldham, head of marketing and media at SBS, commented, “SBS is dedicated to innovative and responsible marketing strategies. We have done a lot of work to ensure we are at the forefront of decarbonising our operations. Access to clear emissions data, through a product such as this, means we can plan campaigns with greater accountability, helping us stay on track with our sustainability commitments.”

Lastly, Ashley Wong, chief digital & innovation officer at Hearts & Science, stated, “As a foundation supporter of Ad Net Zero we are committed to accelerating the decarbonisation of Australia’s advertising and marketing sector. Reducing emissions in media planning can often be complex, however JCDecaux’s programmatic packages provide a simple, measurable way for advertisers to make lower-carbon choices without adding complexity to the buying process. For Alone Australia, we selected JCDecaux’s Large Format network because it offers a seamless way to meet SBS’s sustainability goals while ensuring strong campaign reach.”

Sao Paulo, Brazil – Brazilian outdoor media association Central de Outdoor and Adsmovil OOH has tapped Moving Walls to launch ‘ECOSS OOH’, a new platform bringing robust data intelligence, audience measurement, and automation solutions to the out-of-home (OOH) advertising space.

The solution is powered by a customised OOH technology solution deployed by Adsmovil OOH, part of Adsmovil which runs an audience-first platform for programmatic buying for the Latin American market. Moving Walls has developed and customised the software for Latin American markets.

The ECOSS OOH platform consolidates planning, buying, implementation, and measurement tools onto a single platform, streamlining OOH ad management for agencies, planners, advertisers, and exhibitors. The platform provides direct access to the inventory of over 100 Central de Outdoor member companies nationwide.

Through the platform, agencies and advertisers have access to performance and audience data for a given point, such as how many people are impacted per month, audience reach and profile, and information on the point of interest, such as its location, who owns the inventory, the format and size available, operating hours and latest photographs and environment information of the location.

Fabi Soriano, executive director of Central de Outdoor, said, “The members of Central de Outdoor present throughout the country now can integrate the stages of planning, programmatic selling, buying and execution, through a single platform.”

Meanwhile, Marco Muñoz, regional business director at Adsmovil, commented, “With ECOSS OOH, it’s now possible to implement the same quantification and qualification for digital media. Adsmovil OOH’s audience intelligence and OOH software complements Central de Outdoor’s rich inventory and will enable easier access for advertisers.”

Lastly, Srikanth Ramachandran, founder and group CEO at Moving Walls, stated, “The partnership between Central de Outdoor and Adsmovil OOH is significant because it enables digital transformation across all its OOH media owners. This is the most difficult step before automation and measurement can be applied to drive greater efficiency for advertisers investing in the medium.”

Manila, Philippines – Out-of-home (OOH) advertising technology provider Broadsign has been tapped by Summit Outdoor Media, the outdoor advertising arm of Summit Media, to leverage Broadsign’s content management and programmatic advertising solutions to advance its OOH services.

This marks the first time Broadsign is having a media partnership in the region. The technology will play a pivotal role in helping Summit Outdoor Media manage content and optimise ad campaigns across their broad range of OOH advertising inventory of large-scale LED video billboards, strategically located along prime highways in key cities across the Philippines.

Remi Roques, general manager for APAC at Broadsign, said, “Summit Outdoor Media is one of the largest OOH media operators in the Philippines, offering innovative ways to effectively reach local audiences through digital and traditional OOH advertising.” 

He added, “With the Broadsign platform, they’ll be able to scale and transform their offering, even as the OOH industry in the Philippines continues to rapidly evolve with the arrival of new cutting edge LED technology and programmatic advertising capabilities.”

Meanwhile, Abigail A. Pe Aguirre, deputy head for outdoor at Summit Outdoor Media, commented, “This partnership is a testament to our commitment to innovation and excellence. With Broadsign’s industry-leading technology, and Summit Outdoor Media’s extensive network of premium and iconic digital displays and traditional billboards, we believe that this collaboration will lead to transformative executions and campaigns for our clients.”

Sydney, Australia – Out-of-home (OOH) media company oOh!media has announced the launch of ‘POLY’, a new creative and content innovation hub to inspire advertisers and agencies to push OOH creative boundaries and capture more of consumers’ attention on the move.

‘POLY’ works with marketing and agency partners to develop and enhance campaign ideas and content solutions that demand consumers’ attention when they are on the move. It also draws on oOh!’s scale, data and insights and brings together a passionate team of creative thinkers and enablers, experienced in bringing bold ideas to life to maximise the impact of OOH creativity.

Neil Ackland, CEO at POLY and chief content, marketing and creative officer at oOh! said, “We are living in the attention economy and with the explosion in media channels, platforms and environments all begging for our attention, OOH stands out as being totally different to every other channel.”

He added, “We know from an Analytics Partners research that over 40% of the return on investment in Out of Home is down to the creative. Working with agencies and advertisers, POLY’s mission is to unlock that creative power and connect the dots between OOH and digital platforms to capture consumer attention and improve campaign ROI.”

A targeted marketing campaign launching POLY will run across oOh!’s network in media and creative agency office towers. Further announcements on new talent will be made shortly.

“DOOH continues to change the creative game offering a new canvas that can adapt dynamically with immediacy and speed. This provides exciting opportunities to bring new creativity to life for agencies and advertisers,” Ackland concluded.