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Wednesday December 13, 2023
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| Increasing out of home’s share of media plan allocations leads to increased effectiveness, with measurable impact on sales, brand awareness, consideration, and purchase intent. That’s according to a new study from Benchmarketing, a division of Omnicom Media Group. The study commissioned by the Out of Home Advertising Association of America reflects how, due to advancements in machine learning and data analytics, coupled with the ability to factor in variables such as budget spending and economic forces, marketers and advertisers are once again relying on Marketing Mix Modeling as a tool to measure the impact of a brand’s advertising across various marketing channels. “Out of home advertising continues to have a significant impact on driving brand perceptions across industries, and as this research suggests outsize returns can be had with just incremental adjustments in spend—especially for automotive, CPG, and grocery retail,” said Justin Lewis, Constellation Chair, Co-Founder of Instrument, Stagwell Inc. |
DPAA announced its 2024 CES Curated Experience, showcasing innovations, strategic partnerships, and thought leadership in the landscape of digital advertising. Confirmed brand leaders joining DPAA include Mastercard, Canva, Kia and others to be announced. Said Barry Frey, DPAA’s President & CEO, “Our curated experience at CES always provides a unique opportunity for attendees to witness the transformative power of digital out-of-home advertising. From immersive displays to groundbreaking technologies, this event will highlight the incredible potential of our industry.”
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BIG DEALS
Viamedia announced an exclusive partnership with DOOH advertising platform Perpetual Media. The deal calls for Viamedia to be the exclusive local and regional direct advertising sales firm in all its more than 60 DMAs for Perpetual Media and in all of Perpetual Media’s locations beyond the Viamedia DMAs. “Due to consumer and business demand, video marketing is trending rapidly toward personalization,” said David Solomon, CEO at Viamedia. “To date, ad targeting has been focused on mobile and in-home devices and platforms. Perpetual Media has cracked the code for delivering personalized video messaging to consumers via place-based, out-of-home networks. The DOOH market is expected to grow significantly, and this partnership is an important additional step toward providing advertisers the best opportunities to reach consumers in a fragmented media landscape.”
December 13 perpetual media
Media Resources and OOH company Branded Cities teamed to deliver LED displays in Toronto’s Yonge & Dundas. The first display, installed on the Rogers Sports & Media Tower, is a 90-foot high by 34-foot-wide digital display. Media Resources implemented their VISIONiQ 10.67mm SMD product featuring their SITELINE™ technology to mitigate light trespass, enabling a dynamic visual experience while respecting neighboring condos. The second display has been installed on the South side of Branded Cities Atrium Tower and stands as Canada’s largest digital display, at 130 feet in height by 79 feet in width. “With incredible dedication from our talented employees, we could not be prouder of their monumental effort in seeing these two projects from engineering to manufacturing and to installation,” said Jeff Rushton, President & CEO of Media Resources. “Especially given the short window of time in the middle of the night to have the commissioning completed, their commitment and expertise shined through. We are equally proud to have been selected by our friends at Branded Cities to work side by side throughout the entire process.”
SUSTAINABILITY
VIOOH, the global digital out of DOOH home supply-side platform, announced a partnership with the Carbon Intelligence Platform, Cedara, a supporter of Ad Net Zero. VIOOH has shared its impression intensity carbon emissions (grams CO2e) per ad impression for 2022, which is 18% below the programmatic open web benchmark. “We’re proud to have achieved a lower carbon footprint than industry averages for the open web, which clearly demonstrates the benefit of using the broadcast, one-to-many, environmentally considerate nature of prDOOH,” said Jean-Christophe Conti, CEO. Based on Cedara’s measurement, VIOOH generated 0.28 grams CO2e per ad impression in 2022, well below the Cedara ad platform benchmark of 0.34, which is based on programmatic open web vendor data.
Australian LED supplier and installer Big Screen Video has achieved carbon neutral certification of its business operations by Climate Active, part of a partnership between the Australian Government and businesses to drive voluntary climate action. BSV achieved carbon neutrality across its Australian, Chinese and US operations in July, and plans to cut its emissions intensity by at least another 30% by 2030.
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TRENDS
From sustainability (60% of consumers agree many companies just pretend to be sustainable), to podcasts (42% of commuters listen to them), to politics (64% of Gen Z say OOH ads increase their awareness of issues), Outfront’s “2024 Advertising Trends Report” offers insights on consumer, media and OOH trends. You can access the report here.
UK out-of-home advertising revenue increased 12.9% to £346m in the third quarter, according to data from Outsmart, which found 3Q23 advertising revenue was up 4.9% compared to pre-pandemic 3Q19. It’s the first time revenues topped the corresponding quarter in 2019.
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| Cynopsis CTV Connect
NEW TO KNOW
Cynopsis has partnered with AdExchanger, Chief Marketer and AdMonsters on CTV Connect, a brand new event. Coming March 2024, the first-of-its-kind summit will address all you need to know for the future of TV. Secure your spot today!
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WE GOTTA ASK…
Atmosphere sits at the convergence of CTV and DOOH. CEO Blake Sabatinelli offers his perspective on how the market is evolving.
You have said there’s “untapped potential” for CTV in public venues. What do you mean?
A bespoke CTV experience for public venues serves two meaningful and distinct purposes, for the business itself and viewers watching. Replacing a bad linear TV experience – polarizing news, crime procedurals, and sitcoms…all on mute – with super entertaining, short-form content meant to entertain consumers for long periods of time is a win for both groups. For advertisers, there is a fundamental – and powerful – difference in someone watching TV outside of their living room. Marketers can now utilize the time of day, geographical location, and physical venue location with TV creative tailored to leverage one or all of these factors. A single video creative can take a full-funnel approach, with brand video to create an emotional connection, product visuals for greater purchase intent, and live location data driving consumers directly to a purchase location in the nearest proximity.
How are changing viewing behaviors affecting DOOH?
It is well documented that TV viewership is drastically declining in linear TV, and a growing number of consumers rarely see ads as they watch TV in their homes, outside of live sports. Even the recent growth of AVOD streaming only replaces a fraction of the ad time lost from linear. Advertisers must reach these viewers with light or no ad exposure in their home TV viewership, and differentiated video experiences like Atmosphere, GSTV, and cinema, among others, provide a valuable and meaningful new option to marketers facing this growing challenge.
Can you offer a case study that illustrates the effectiveness of DOOH?
We recently worked with a large beverage advertiser and examined the purchasing habits of consumers exposed to targeted video ads across Atmosphere and compared this audience to an unexposed control group. In a six-week campaign, we saw significant results from the exposed group that increased purchasing on-premise, while lifting off-premise sales by more than 10%. With data points like these, we know that media campaigns outside the living room can have an immediate impact on-premise while influencing long-term purchasing behavior just like in-home television.
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BRANDS
Part of the 40th anniversary of Kenneth Cole includes a campaign focused on mental health. With OUTFRONT Media, the brand asked Times Square visitors to “Shut the Hate Up” on a “Day of Purpose” billboard.
DPAA’s CEO, Barry Frey, describes the Digital Out Of Home trade association as being the “three Cs” for their members: Connector, Consigliere, and Community. At the group’s Global Summit, leading brands from Mastercard to McDonalds shared examples of how they engage consumers in an “omnivideo” world, including DOOH, with a focus on their own Cs: Culture, Content and Context. Details are in Cynsiders.
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Beauty influencer Lauryn Bosstick’s brand, The Skinny Confidential, launched its newest product, The Butter Brush, with its first OOH campaign. Bosstick is inviting her 1.2 million Instagram followers to post photos with the billboard; 50 will receive a free product for their trouble.
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JOLT, Australia’s DOOH and electric vehicle charging network, has partnered with Swedish electric performance car brand Polestar to launch an integrated, customer insight-led campaign. In addition to showcasing Polestar drivers’ “Electric Living” on the road, the campaign aims to dispel the myths of “range anxiety,” a barrier to electric vehicle ownership.
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| Cynopsis’ Digital Out of Home Newsletter
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ACCOUNT EXECUTIVE
INTERSECTION
SEATTLE, WA
Grow in billings, income, and experience on a team that continues to lead our industry. Take your career to the next level with a company that is transforming cities and delivering on our promises to our clients and to our long-standing Municipal and Transit Authority partners. Full info HERE
ACCOUNT EXECUTIVE
INTERSECTION
PORTLAND, OR
Grow in billings, income, and experience on a team that continues to lead our industry. Take your career to the next level with a company that is transforming cities and delivering on our promises to our clients and to our long-standing Municipal and Transit Authority partners. Full info HERE
ACCOUNT EXECUTIVE, AD SALES >>
FUSE MEDIA/NEW YORK, NY: Support the Ad Sales team by prospecting, selling and expanding the Company’s advertising revenue base. The candidate will have a strong media sales background with a network of industry clients and prospects as well as establish a book of business and exceed pre-established activity and sales quota utilizing CRM tools to document sales activity. Full info HERE
ACCOUNT EXECUTIVE, EAST COAST ADVERTISING SALES
THE ALLEN MEDIA GROUP
NYC (Hybrid)
Responsible for coverage of assigned advertising agencies and clients specifically dedicated to representing AMG linear, digital and streaming platforms. Also grow and maintain existing clients as well as prospect and close new business. Work closely with clients and advertising holding companies ensuring AMG is a ‘must-buy’ for advertisers. Full info HERE
ACCOUNT EXECUTIVE
TV ONE NETWORK
(Remote, Hybrid)
Communicate the value and brand strength of the Network to advertisers and agencies as well as create compelling presentations that convey the benefits and features of TV One programming and the TV One viewing audience. Full info HERE
COPY COORDINATOR
TV ONE NETWORK
(Remote, Hybrid)
Manage the delivery and arrival of commercial content working closely with Manager of Commercial Operations to resolve conflicting traffic instructions as well as oversee maintenance of E-faxes and storage of client files. Responsible for entering original account data and revisions into the traffic system. Full info HERE
AD SALES COORDINATOR
TV ONE NETWORK
(Remote, Hybrid)
Establish business relationships with agency counterparts and internal departments including: Pricing and planning, inventory management, marketing, traffic and billing, also fulfill advertiser allocations requests, ensure stewardship delivery in accordance to deal guarantees, send commercial airing times, and update clients of programming. Full info HERE
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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