12/06/23: Cynopsis Digital Out of Home

Cynopsis Digital Out of Home

 

Wednesday December 6, 2023

Programmatic DOOH ad tech company Hivestack has launched Hivestack Curate, a DOOH marketplace that enables buyers to customize their inventory sourcing and build deals based on their specific business goals. Curators will be able to build premium inventory deals from over 390 media owners integrated with Hivestack’s global DOOH marketplace across 35+ markets. The solution allows DOOH data providers to integrate powerful first and third-party data, and buyers will be able to leverage high quality first or third-party data at scale, to create custom data sets. “Hivestack Curate provides DOOH buyers with enhanced tools to operate and navigate the fragmented and complex programmatic landscape, enabling them to have more control and autonomy to strategically curate their supply inventory in a transparent and centralized platform,” said Andreas Soupliotis, CEO & Founder of Hivestack. “This new marketplace will offer buyers unparalleled supply side decisioning power that can be managed across teams and platforms across the globe.”

What’s Trending has teamed up with GSTV, acTVe, Haystack News and ReachTV in the next phase of its expansion in DOOH and FAST distribution. “We want consumers and our growing community to discover our brand wherever they are,” said the media brand’s founder, Shira Lazar. “What’s Trending has been a pioneer in livestream news and original digital content, attracting early adopters who are passionate about connecting the creator community to mainstream audiences, while bridging the gap between platforms.”

The Canadian Out-of-Home Marketing and Measurement Bureau (COMMB) struck a strategic partnership with Vividata, provider of cross-media and consumer research solutions, aimed at providing COMMB with enhanced access to comprehensive cross-media and consumer profiles through Vividata’s SCC/Digital releases. “More and more companies are recognizing the need for impartial, third-party sources of research across all media,” said Pat Pellegrini, Ph.D., President and CEO opf Vividata. “Closer relationships with industry bodies like COMMB, ThinkTV and others is an important step in ensuring Vividata’s cross-media measurement is aligned with the needs of our members.”

KEVANI is set to make a big impression on the South Bay area of Los Angeles with the launch of “South Bay Pairing,” spanning 7,000 square feet. Situated along two of Southern California’s heavily congested freeways, the media destination consists of two double-sided, synchronized screens, with one positioned on Interstate 405 and the other on the 91, California’s major east-west highway. “South Bay is a geographical gem that couples an oceanside lifestyle with the excitement of city living,” said Kevin Bartanian, founder of KEVANI. “It was only natural for KEVANI to establish a presence in the region. Our growing footprint in areas where communities live, work, and play remains a driving force.”

OOH media within 5 miles of major shopping POIs in New York, Chicago, San Franciso, Washington, D.C., and Boston are 20% more likely to reach persons aged 25-54, according to Geopath’s second annual “OOH for the Holidays” report. Among the specific audience segments analyzed are those who plan to purchase computers, game consoles, and/or high-definition televisions in the next 12 months as well as key demographic segments. Key highlights from the “OOH For the Holidays” analysis include:
· Game consoles are a perennially popular holiday gift item across the U.S.; OOH media in markets like New York, Philadelphia, Washington, D.C., and Boston over-index the highest for reaching those audiences who plan to buy a video game console in the next 12 months.
· In Atlanta, OOH inventory located within 5 miles of major shopping points of interest (POIs) generates more than 785 million total impressions per week. Additionally, almost 2 in 5 in-market target impressions generated by this inventory are among those who have bought a skin care item in the past 12 months.
· In terms of family households, Houston has the highest percentage among the 10 DMAs observed at 71%, followed by Los Angeles (70%) and Dallas (69%).

“As consumers tighten budgets and shot at fewer retailers, brands might find it more challenging to capture attention and dollars this holiday season,” said Scott Fiaschetti, EVP Marketing at Geopath. “OOH has the unique ability to reach consumers throughout the entire holiday shopping journey, especially at the point of purchase.”

Did you miss the DPAA Summit in October – or want to relive the highlights? You can find a link to videos here. And cheers to DPAA members, who will be celebrating at the group’s annual holiday bash tonight. Enjoy!

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As the demand for electric vehicles grows, Volta’s network of EV chargers with media screens offers a way to reach consumers. Brandt Hastings, President & CEO at Volta (a member of the Shell Group) talks about the benefits of DOOH.

How can DOOH make CTV ads more impactful?
Imagine being able to remind target customers about your product — the same one you first told them about a few days ago through a CTV ad — as they are walking into a store to start shopping. That’s exactly what place-based DOOH allows you to do. These digital screens, which are located steps from store entrances, can deliver that critical reminder to shoppers before they start filling up their carts. In this way, CTV primes your audience, and DOOH gives that necessary real-world trigger that can increase the chances your product is purchased. When planning the real-world reminder portion of your campaign, however, remember to target screens that have direct proximity to the stores where your products are sold. Being as close to the store’s entrance as possible is critical as that’s one of the last moments advertisers have to influence a purchasing decision. By stitching together CTV and place-based DOOH media, you can maximize the impact of your next campaign by effectively reminding your audiences about your product in the perfect moment.

What digital innovations in DOOH media are most exciting?
I’m most excited about the evolving role of DOOH within omnichannel strategies. Every CMO understands the power of sequential messaging that guides customers along the path to purchase. I’m thrilled about the increasing number of demand-side platforms (DSPs) that now allow advertisers to seamlessly incorporate place-based DOOH screens into their campaigns, helping brands effectively reach audiences at retail locations and deliver that final message that results in a purchase.

In parallel, there are tremendous advancements being made in DOOH campaign measurement. Brands can now measure the full-funnel impact of this channel, including down-funnel metrics like incremental Return on Ad Spend (iROAS). This gives CMOs the metrics they need to compare the impact of DOOH against all other digital channels and allocate budget accordingly.

Finally, there are exciting creative innovations that are leading to more engaging DOOH campaigns. One notable trend is the incorporation of 3D creative elements, which creates visually captivating and immersive experiences that are hard to ignore. Another advancement is the use of DOOH screens as extensions of social campaigns running on TikTok or Instagram. Bringing this social video content to DOOH helps create a cohesive brand narrative across various platforms and can enhance interest in DOOH campaigns.

Can you share a Volta success story?
Volta’s ability to meaningfully drive bottom-of-the-funnel results for CPG (Consumer Packaged Goods) brands is best demonstrated through a campaign for Dole. Dole wanted to drive sales and grow its category share during the winter holidays, a key selling season. Leveraging Volta’s prominent front of store media inventory, Dole strategically highlighted multiple product offerings within their portfolio with eye-catching creative that ultimately converted shoppers into buyers. This impactful strategy yielded impressive results including a +8% sales lift, +8.5% increased category share, and 13% new buyers, according to Catalina, a shopper intelligence platform.

Speaking of…JOLT and Transport of NSW are launching new charging sites with over 100 integrated digital advertising screens across Greater Sydney, Australia over the next year. There will be eyeballs aplenty – Transport for NSW’s transport network recorded more than 53 million in October 2023.

Student Freedom Initiative struck a long-term strategic partnership with Clear Channel Outdoor to engage HBCU students through Clear Channel’s internship program. The partnership includes a nationwide DOOH campaign that raises awareness of Student Freedom Initiative’s resources and solutions to help students escape the burden of student loan debt. “Through our partnership with Student Freedom Initiative, we intend to engage with HBCU and MSI students through our internship program, where they can get hands-on experience in the marketing and advertising industry that may eventually lead to full-time employment with Clear Channel Outdoor,” said Jasper Johnson, Regional President, Clear Channel Outdoor-Southeast. “By leveraging our outdoor platform, we will also help students across the country discover affordable options to lessen the burden of managing student loans so they can redirect their focus on graduating and starting their professional careers.”

RETAIL MEDIA

Zitcha and Broadsign have teamed up to integrate the Broadsign OOH advertising platform with Zitcha’s retail media platform. With the combined technologies, a retail brand and its advertising partners can now develop more holistic on and off-site retail marketing strategies and better leverage the retailer’s first-party data. “The potential of in-store retail media is huge and yet still relatively underutilised by retailers and brand advertisers. We think the ability to run in-store screens and report on transactions, similar to other marketing channels, is going to be a game changer for brands looking at how they spend their OOH budgets,” said Troy Townsend, CEO, Zitcha. “By harnessing Zitcha’s unified retail media platform and our native Broadsign integration, retailers around the world wanting a comprehensive retail media solution can simplify and supercharge their in-store screens to drive additional incremental revenues and sales for advertising partners.”

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