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Wednesday November 22, 2023
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Welcome to your weekly Cynopsis digital out-of-home marketing newsletter. To share your DOOH story, contact [email protected].
From November 15–18, 2023, Paramount+ was all over Las Vegas, showcasing some of the platform’s most popular IP and franchises throughout Formula 1 race weekend. In addition to the city’s Sphere, Paramount took over the race tracksides, with banners and monitors placed throughout the race areas and promoting Paramount+ originals and upcoming film. And at the airport, 33+ screens targeted arriving travelers with scenes highlighting “Frasier,” “Good Burger 2,” and the race to the Super Bowl.
Out of home advertising revenue increased 1.1% in the third quarter of 2023 compared to the previous year, accounting for $1.96 billion, reports the Out of Home Advertising Association of America. Digital OOH, which accounted for more than 32% of sales for the quarter, increased 6.8% from a year ago. Four of the top 10 categories grew faster than the quarterly average: Public Transportation, Hotels & Resorts (+11.8%); Local Services & Amusements (+11.4%); Schools, Camps, & Seminars (+9.6%); and Government, Politics and Organizations (+1.3%), indicating continued consumer enthusiasm for real-life experiences. “As we head into end of year, we’re encouraged by the continued growth we’re seeing across the out of home industry and the strength of particular platforms like digital OOH, which allow marketers to be nimble, innovative, and adaptive,” said Anna Bager, President & CEO, OAAA. ”Many marketers have been asked to do more with less this year and the fact that they continue to shift more spend to out of home proves the innate value in this one-to-many medium.”
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TRANSIT
Just in time for the holiday shopping season, Delta has opened a pop-up store in JFK’s Terminal 4. “The Window Seat Shop,” in partnership with W+K New York, is aimed at reinforcing the value of Delta’s SkyMiles Membership. Shoppers can open different airplane windows to uncover artisan goods from Brazilian pottery, to skateboard decks from Nigeria, to chocolates from France. “Delta’s ‘Window Seat Shop’ at JFK airport exemplifies the cutting-edge experiential activations sophisticated airline travelers gravitate toward and it arrives as the record-breaking travel season takes off,” said Morten Gotterup, president, Airports Division, Clear Channel Outdoor. “We’re proud to partner with Delta to connect passengers with in-person and online retail offerings and rewards.”
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NYC’s Port Authority is getting livelier with the launch of a new transit network of five digital units located at high-traffic areas throughout the Midtown Bus Terminal. The units from Branded Cities will be capable of supporting a large variety of OOH executions such as live feeds, dynamic content, Dreamroom 3D creative, and available programmatically on participating supply-side platforms. “This digital network is the natural evolution of our partnership with the Port Authority of New York and New Jersey after the installation of our Landmark static spectacular and 8th Avenue Digital spectaculars on the Midtown Bus Terminal’s exterior,” said Denise Levine, Chief Revenue Officer of Branded Cities.
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| Cynopsis Special Reports
HAPPY HOLIDAYS!
Cynopsis’ 2023 Holiday Guide is HERE! Looking for when to catch your favorites on cable? Browse the guide (with listings from now through Jan. 1, 2024) to make sure you won’t miss out on the ho-ho-holiday hits.
FOLLOW THE GUIDE HERE |
Miami-based LED Truck Media has selected StreetMetrics as the planning, measurement, and attribution solutions provider for their digital advertising fleet. With StreetMetrics, LED Truck Media will gain insights about their mobile digital billboards across the nation. “Our collaboration with StreetMetrics has been instrumental in helping us provide insights to our agency partners and clients, and we are proud to have been one of their earliest partners,” says Jonnathan Trilleras, President and CEO of LED Truck Media. “We are fascinated by how StreetMetrics has evolved and are excited to continue revolutionizing the mobile billboard space.”
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GOOD SPORTS
FC Barcelona and Supponor have expanded their partnership to launch new virtual advertising capabilities, including pioneering the use of virtual technology in a women’s football match “El Clásico.” The longstanding partnership with FC Barcelona involves plans to enhance virtual technology into more club properties, as well as developing new opportunities for the club and its advertising partners. “Supponor continues to be a key partner for FC Barcelona,” said Sergi Ricart, Chief Marketing and Commercial Officer, FC Barcelona. “Its pioneering technology, the collaborative approach of the team, and the company’s proven success in the industry have led us to build and develop a trusted partnership over the years, enabling us to offer more creative and targeted advertising opportunities.”
WE GOTTA ASK…
With Black Friday two days away, what are the biggest advantages of DOOH for retailers during the holiday season?
“DOOH advertising offers significant advantages for retailers during the holiday season,” says Shailley Singh, EVP, Product and Chief Operating Officer, IAB Tech Lab. “Retailers can deliver highly targeted and dynamic content to capture the attention of holiday shoppers in high-traffic areas. This flexibility allows them to customize seasonal messaging, update promotions in real-time, and integrate with mobile advertising, enhancing the overall shopping experience. Further, DOOH provides cost-effective advertising and valuable data analytics, helping retailers optimize their holiday campaigns. With adaptable creative formats, real-time weather data integration, and the potential for increased brand awareness, DOOH plays a crucial role in boosting foot traffic, driving sales, and solidifying brand recognition during the competitive holiday season.”
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| CynPros
Calling all thought leaders!
Share insights and advice with Cynopsis readers via a Q&A on our homepage. Sound like something you’d be interested in? Email Charlotte Dulany for more information.
READ THE Q&A’S |
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| PRIVACY
IAB Tech Lab announced the release of their Differential Privacy Guidance, a document that aims to empower the digital advertising ecosystem with the knowledge and tools needed to evaluate and harness emerging PETs effectively. “Education and confusion regarding PETs such as differential privacy are widespread in the adtech industry, and the document aims to rectify this by offering clear and practical insights,” said Miguel Morales, Director, Addressability & PETs, IAB Tech Lab. “It emphasizes the importance of differential privacy in preventing re-identification and reverse engineering of individual identity and personal data while ensuring collaborative efforts remain privacy-compliant.” Differential Privacy Guidance offers several takeaways including:
– Empowering product decision-makers by arming them with the knowledge necessary to make informed choices when considering differential privacy-backed products.
– Providing a practical understanding of where and how differential privacy can be effectively applied.
– Ensuring that resources are strategically directed towards genuinely productive use cases, thereby optimizing the use of privacy enhancing technology.
“As experts in PETs, we understand the importance of providing clear, actionable guidance on differential privacy,” said Andrei Lapets, VP, Engineering & Applied Cryptography, Magnite. “We urge publishers and advertisers to seize this opportunity to enhance their knowledge and understanding of differential privacy’s practical applications, benefits, and implementation challenges. By doing so, they can better position themselves to protect personal data, navigate the compliance landscape, and drive their businesses forward with confidence.”
INTERNATIONAL
Displayce, a demand-side platform specializing in programmatic DOOH, and Place Exchange, an SSP for programmatic OOH media, announced an integration to expand the global DOOH supply footprint. With the Place Exchange partnership, Displayce integrates its seventh SSP and increases by 10% the number of available screens, taking its offering to more than 1 million unique connected digital screens worldwide. Place Exchange enables programmatic access to over a million DOOH displays from OOH media partners, giving advertisers seamless access to all major venues and formats. “By combining our expertise in programmatic advertising with Place Exchange’s vast DOOH network in the Americas, we are poised to transform the way advertisers engage with audiences in the region,” said Laure Malergue, CEO and co-founder at Displayce. “This aligns perfectly with our aspirations to establish offices beyond Europe in the coming months.” |
DIRECTOR, CORPORATE COMMUNICATIONS
HALLMARK MEDIA
NYC
Execute communications objectives and develop strategies to elevate Hallmark Media, its workforce, and business entities. Evaluate existing communications program in the context of its ability to support strategic planning and operating objectives. Minimum of 10+ years progressive PR/Communications Industry Experience. Full info HERE
ACCOUNT DIRECTOR
FUTURE TODAY
CHICAGO
Represent Future Today, selling an expansive portfolio of O&O CTV apps, inclusive of HappyKids, Fawesome, The LEGO Channel, FilmRise, Blippi. 5+years selling linear/streaming/OLV exp req.Biz dev position inclusive of direct, pmp/pg.Solid relationships; agency & client. Full info HERE
ACCOUNT EXECUTIVE
TV ONE
NYC, Hybrid, Remote
Communicate the value & brand strength of Urban One Networks to advertisers & agencies. Create compelling presentations that convey the benefits & features of our programming and the viewing audiences. Proactively keep clients informed of pertinent account and network information. Min. 4+ yrs national advertising sales or equivalent sales exp. Full info HERE
VP/HEAD OF ADVERTISING SALES
FREEBEE
FL/NYC Remote
Lead, manage, develop, and grow Ad Sales teams. Attract and retain the best talent. Work with leadership team to set, achieve, and grow revenue targets across OOH, Digital and Experiential. Instrumental in driving the team to exceed all expectations and goals. 15+ years’ experience in advertising, media, and relevant sales management roles. Full info HERE
ACCOUNT EXECUTIVE
FREEBEE
MIAMI
Achieve revenue and growth targets across linear and digital. Identify and execute strategies which result in exceeding revenue targets. Develop and execute effective sales strategies that showcase as well as maximize overall revenues for the overarching National Sales division. 7-10 yrs exp. in advertising, media & relevant sales management roles. Full info HERE
SENIOR AUDIO/VIDEO PROMOTION PRODUCER >>
WHYY/PHILADELPHIA: Produce best-in-class promotional spots, accurately reflecting WHYY’s brand mission, from strategy through management approvals. Write killer scripts for audio and video to engage audiences. Organize promotional spot production schedule for video and audio spots needed for TV, FM, digital and social platforms. 10-15+ years’ experience. Full info HERE
DIGITAL DIRECTOR, NEWS >>
WHYY/PHILADELPHIA: Develop a cogent strategy for developing and publishing WHYY news content across social media and emerging digital platforms. Convey and create SEO, social media and digital best practices in concert with the digital staff with the focus of informing and developing the newsroom’s digital muscles. Five or more years of journalism experience. Full info HERE
SENIOR STUDIO TECHNICAL MANAGER
A+E NETWORKS
HYBRID NYC
Technical manager for live, studio, productions/events. Provides technical oversight, support, solutions, troubleshooting, and in-house technical resource. Functions as Studio and Tech Manager for Studio and Tech Manager for remote productions, on-site and off-site corporate events. Requires 5-7 years production technical management experience. Full info HERE
SENIOR DIRECTOR, DIGITAL CONTENT LICENSING
A+E NETWORKS
REMOTE
Negotiate, draft & review agreements for owned & operated platforms/services, third-party platform. Exp. in digital media, content licensing (domestic/international), linear & on-demand rights & distribution, Privacy & Data Security preferred. Min 5 yrs of exp. supporting digital media at media company or streaming platform. Full info HERE
ACCOUNT EXECUTIVE
FAMILY ENTERTAINMENT TV
NYC
Represent FETV & FMC to media community via ongoing communications & relationship building. Maintain & develop strong working relationships w/both agencies & internal departments in support of sales efforts. Work w/sales management, pricing & planning to achieve quarterly revenue goals. 5+ yrs media sales exp. preferably in cable TV- agency exp. +. Full info HERE
BUSINESS PARTNERSHIPS AND DEVELOPMENT EXECUTIVE >>
HEARST MEDIA PRODUCTION GROUP/CHARLOTTE, NC: Proactively identify, research, and develop new opportunities for our family-friendly programming blocks on ABC, CBS, NBC, The CW, Telemundo, & other media & digital/social outlets. Support creation and present strategic, cross-media concepts to multiple stakeholder groups that meet our client’s business objectives. 8 + yrs of business dev. exp. Full info HERE
HUMAN RESOURCES DIRECTOR >>
BIG FISH ENTERTAINMENT/NYC/NJ: Coordinating onboarding for all new hires.
Administering the benefits and payroll changes for employees accurately.
Maintaining an efficient filing system—paper and electronic, for employee and company records related to their job functions. Building a successful bridge between management and employees. 7 yrs entertainment exp. preferred. Full Info HERE
DIRECTOR, MEDIA SUPPLY CHAIN OPERATIONS >>
PBS DISTRIBUTION/ARLINGTON VA, Hybrid: Oversee media systems operations, including daily operations as well as development and implementation of overall media supply chain. Work with external vendors and internal stakeholders on design and implementation of hardware and software solutions for media systems. 7+ yrs of work exp. in the areas of television, media, or consumer products. Full info HERE
TV/VIDEO SPONSORSHIP-PRODUCT INTEGRATION SALES REPRESENTATIVE >>
GAME ON MEDIA SOLUTIONS/Remote: Game On Media Solutions is looking for an independent business development oriented sponsorship sales representative. Focus will be on TV/Streaming project opportunities for brands that include product integration and placement. This is an Independent Contractor performance compensated opening. Attractive fees can be earned for closed deals. Full info HERE
BRAND ASSISTANT >>
THE LEDE COMPANY/NYC: Full-service communication, strategy, and social impact consulting firm, specializing in corporate, brand, entertainment, and nonprofit sectors, is seeking a Brand Assistant to join the Brand team in our New York office. The Assistant will play an integral role in supporting accounts for a wide variety of Fashion, Beauty, CPG and Lifestyle clients. Full info HERE
TALENT ASSISTANT >>
THE LEDE COMPANY/LA: Full-service strategy, communications and social impact consulting firm, specializing in corporate, entertainment and nonprofit sectors. We are looking for a Talent Assistant to a Talent Publicist in Los Angeles. We are seeking enthusiastic candidates who can work in a fast-paced environment, are driven & have strong communication and writing skills. Full info HERE
EXECUTIVE PRODUCER FOR NATIONAL POLITICAL SHOW >>
BAHAKEL COMMUNICATIONS/CHARLOTTE NC: Develop and oversee the production of a daily or weekly national political show that covers the most important political news and events of the day. Develop and execute strategies to increase the show’s audience and engagement. At least 5 years of experience as an executive producer for a political show or similar program. Full info HERE
EXECUTIVE PRODUCER OF NEWS/ENTERTAINMENT >>
BAHAKEL COMMUNICATIONS/CHARLOTTE NC: Oversee all editorial and entertainment content, news production and presentation. Responsible for day-to-day operations of the show: producing, writing, and guiding creative. Develop content for the News @ TEN, plan, assign and create production schedules. 7 years of experience as executive producer or show producer. Network experience preferred. Full info HERE |
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