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Marketing Featured ANZ

VIOOH partners with Tonic Media Network to offer new programmatic DOOH campaigns

Sydney, Australia – London-headquartered global digital out-of-home (OOH) marketplace, VIOOH, has announced a new partnership with Australia’s largest health and wellbeing media network, Tonic Media Network, to give Tonic Media Network access to VIOOH’s market-leading Supply-Side Platform (SSP) which currently has 36 Demand-Side Platform (DSP) partners globally, including the likes of The TradeDesk, Amobee and MediaMath.

With health being a priority now, more than ever before, Tonic Media Network’s mission is to improve the health and wellbeing of all Australians, by delivering trusted and evidence-based information to consumers, at point of care – inside GP waiting rooms, Pharmacies and Aboriginal Medical Services. Tonic Media Network assets reach over 16 million people monthly, via a network of 3,500 digital screens that span the breadth of Australia, including all capital cities and regional and remote towns. 

Natalia Escribano, Chief Commercial Officer at VIOOH, shared, “I’m delighted to be announcing our strategic partnership with Tonic Media,” 

“Tonic Media’s inventory nicely complements the inventory of our existing supply in Australia and I look forward to seeing the exciting programmatic DOOH campaigns to come from this new partnership,” Escribano added.

Utilising VIOOH’s SSP, and with access to Tonic Media’s health and wellbeing OOH inventory, this partnership allows more advertisers to create high-impact, data-driven and efficient DOOH campaigns across Australia.

Richard Silverton, Tonic Media Network CEO, commented, “We are thrilled to be VIOOH’s first non-JCDecaux partner in Australia. As early adopters of programmatic DOOH, we know this partnership delivers VIOOH and their DSP partners specific, highly contextual, and relevant health environments, complementing broader DOOH campaigns running across the platform.”

Meanwhile, Michael Tobin, Tonic Media Network’s Partnerships & Programmatic Manager added, “One of the key benefits of this partnership will be to leverage the global experience and knowledge of VIOOH’s programmatic DOOH capabilities and utilise those learnings for advertisers here in the Australian market.” 

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Platforms Featured ANZ

OMA welcomes Scentre Group, Hivestack, Tonic Media Network as new members

Singapore – Outdoor Media Association (OMA), the peak industry body which represents Australia’s outdoor media display companies, have announced its new members, which includes shopping centre company Scentre Group, independent programmatic digital out-of-home (DOOH) adtech Hivestack, and health and wellbeing media network Tonic Media Network.

OMA also announced that Scentre Group and Tonic Media Network have joined as members of the industry’s audience measurement system, LOVE (measurement of outdoor visibility and exposure).

Scentre Group owns and operates a portfolio of 42 Westfield Living Centres across, which are some of the most frequented destinations in the region. Its in-house marketing solutions business, BrandSpace, connects brands and businesses to the Westfield audience through a portfolio of connected digital and physical touchpoints. Meanwhile, Hivestack specialises in the buy and sell-side of programmatic DOOH advertising. 

Lastly, rejoining OMA and LOVE, Tonic Media Network offers a health channel that reaches over 16 million Australians in GP waiting rooms and pharmacies each month.

Scott Moore, Scentre Group’s general manager for BrandSpace, noted that the membership signifies their support for the industry’s commitment to make it easier to plan and buy out-of-home media, through innovations in audience measurement and standardisation. 

“The enhancements to LOVE in measuring audiences in retail environments and on digital out-of-home assets will better enable us to help brands, retail partners, marketers and their agencies unlock the power of marketing within the Westfield environment,” said Moore.

Meanwhile, Watt Bushby, Hivestack’s managing director for ANZ and SEA, believes that the solutions OMA is building in areas like digital audience measurement and standardisation will provide the transparency and accuracy needed to take our industry to the next stage. 

“There is a big opportunity for marketers to harness the power of contextual targeting in programmatic DOOH and deliver even more effective campaigns. Innovations like LOVE 2.0 will go a long way in enabling that,” said Bushby.

Richard Silverton, Tonic Media Network’s CEO and managing director, said, “We’ve been watching the development of the LOVE 2.0 build and we’re really excited about all that the platform will offer. It is critical that our customers are confident that they are reaching the right people with the right message at the right time.”

In early November, OMA has revealed a raft of initiatives set to launch on 31 January at its first OUT-FRONT event. The rollout will include the interim audience measurement update LOVE 1.5, which will measure digital screens and provide a new metric based on neuroscience called the Neuro Impact Factor. In addition, standardisation guidelines will be introduced that will see the industry unite on common terminology, screen ratios, insertion orders, and shift to selling OOH by Share of Time. The industry also announced plans to move towards carbon-neutrality in 2022 by building a tool that gives advertisers the option to offset their OOH campaigns.

Charmaine Moldrich, OMA’s CEO, shared that the renaissance of outdoor advertising is showing no signs of waning, and this is further reinvigorating membership to the industry body.

“A lot of the work we do as an industry body is focused on our responsibility as a provider of advertising in the public space, of which sustainability is a vital part. Our aim is pledging to go carbon neutral as an industry is to set ourselves on that path of reducing emissions and waste, and to also be seen as a sustainable advertising channel doing our part,” said Moldrich.