Cynopsis Digital Out of Home 02/21/24: Hypermedia does Dubai; AdQuick strikes a deal with Crackle Connex; CTI acquires Vistacom

Cynopsis Digital Out of Home
Wednesday February 21, 2024

Hypermedia inked a 10-year deal with developer Nakheel granting Hypermedia, a subsidiary of W Group Holding, media rights and development privileges for Nakheel’s communities and assets across Dubai. The digital network to be installed across Palm Jumeirah features various formats, from digital unipoles at the entrance to large panels along the shoreline and digital signages at the frond entrances. “We are confident this partnership will resonate with Dubai’s residents and visitors as we move into a seamless digital network that is bound to create compelling and immersive experiences for all,” said Abed Bibi, Chief Marketing Officer at Nakheel.

Blis, the integrated planning, buying and measurement platform, has partnered with Place Exchange, the SSP for programmatic out-of-home media, to expand the global DOOH premium inventory in the Blis platform. The integration with Place Exchange enables Blis’ clients to access additional premium DOOH inventory across all major venues and formats in the UK and throughout Europe, the US, Canada, and Latin America. Blis’ interactive planning, buying and measurement platform, Audience Explorer, layers location, lifestyle, telco, spending and other data to create richer target audiences.

Moving Out of Home Association, the marketing and advocacy organization developed to increase the visibility of the moving OOH advertising sector, was announced as part of DPAA’s Collective. MOOHA will feature a self-governing member base that includes media owners and measurement organizations who share the goal of increasing awareness and ad revenue to the moving OOH sector. “Technology, measurement and attribution for ads on moving vehicles has increased to the point where advertisers are taking notice and investing significantly,” said Barry Frey, President and CEO of DPAA. “Brands and agencies saw this in action at The Cannes Lions Festival of Advertising last June, when the animated DPAA logo was featured on a big, beautiful LED screen trucking up and down the Croisette.” Said Sarah Parkes, Group Chief Sales and Marketing Officer, Talon, “As this sector develops, we are looking forward to much positive momentum. The time is right for this endeavor.”

OOH ad platform AdQuick has signed an agreement with Crackle Connex to add Redbox and Crackle advertising inventory to its of over 1,600 partners. “Redbox’s Digital Out of Home (DOOH) supply provides AdQuick’s buyers a great opportunity to align with over 40 million Redbox Perks members,” said Tim Ware, SVP of Programmatic Sales and Partnerships for Crackle Connex. “Redbox remains a primary provider of TVOD and PVOD home entertainment for millions of Americans and affords brands the opportunity to reach movie fans through their customer journey at top retailers.” Redbox’s supply is also now available for auction-based and reservation buying, as well as inclusion within multichannel measurement through AdQuick’s integrations with omnichannel platforms, including a previously announced partnership with TransUnion.

From transit displays to Times Square billboards, OUTFRONT was, well, out front for several Valentine’s Day campaigns. Moments in Food celebrated the season with recipes for X & O Shaped Cookies and Heart Print Cookies, while Victoria’s Secret’s Love and Lace Campaign showcased romance-wear in a series of studio portraits on NYC OUTRONT transit displays. OUTFRONT also joined forces with MaleRoom, the dating and lifestyle podcast, for 15-minute roadblock takeover on the cube in Times Square.

OUTFRONT also made news for billboards in San Diego promoting the re-elections of two City Council members. Nothing unusual about the billboards themselves, but they drew attention because the messages were paid for by OUTFRONT Media. In campaign filings this month, the company said the billboards would remain until Election Day, March 5.

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SUSTAINABILITY

Ballyhoo Media continues to emphasize its sustainability efforts, joining forces with researchers from the Center for Ocean Mapping and Innovative Technologies (COMIT) at USF’s College of Marine Science and The International SeaKeepers Society to install data loggers on its digital billboard boats. The collaboration aims to support the Seabed 2030 Program, a global initiative dedicated to mapping the ocean floor for a sustainable future. Aligned with the United Nations Decade of Ocean Science for Sustainable Development, the partnership will enlist of Ballyhoo Media’s fleet of digital billboard boats to gather essential data to drive scientific research. Ballyhoo’s Blue Beacon program, launched last year, is committed to championing environmental technologies and initiatives, including carbon offsetting, water testing, and clean-up campaigns.

WE GOTTA ASK…

What’s in store for grocery advertisers when it comes to advances in DOOH? “Grocery POV advertisers can look to new advances in Digital OOH inventory within and surrounding grocery stores, coupled with connected audience targeting (i.e. primary grocery shoppers, moms of young children, 30 minute cooks, etc.) as identified by online behavior and modeling, to reach shoppers at the right moment to inspire product preference or purchase,” says Rachel Klausner, SVP at Captify. “Marketers of grocery brands and products can engage and inspire throughout a consumer’s journey and daily life using digital signals to connect through both online and offline touch points. There are now screens with targeted advertising capabilities everywhere from the Uber someone takes to the store in an urban environment, to the gas pump they stop at on the way in a suburb, to sustained attention on the shopping cart itself, capturing attention at POS and everywhere in between. New advances in customer targeting for OOH can help identify which of these screens or environments indexes the highest for the exact customer profile or moment your brand is trying to reach, and digital delivery dynamically ensures your ad is seen by that audience, in a fully viewable, premium OOH environment.”

Static OOH is going strong, even with impressive advances in DOOH technology, according to Broadsign’s “State of Static OOH Report.” Among the 125 OOH professionals surveyed, two thirds were from companies with hybrid static/digital networks. Key findings include:
· Static OOH continues to thrive in the digital era. Nearly three-quarters media owners surveyed plan to keep at least 75% of their static OOH inventory intact for the foreseeable future.
· Size and location shape network experiences. On average, proof-of-performance (PoP) and proposal management are +120% more likely to cause issues for larger networks (1,501+ static faces) than smaller ones based on the results of our survey.
· Streamlining time-consuming static workflows is imperative – advertisers expect fast turnaround times, new creative, and the flexibility to make last-minute changes. 53% of the static OOH media owners surveyed believe that operational inefficiencies are putting them at a competitive disadvantage.
· OOH Technology is evolving quickly not just for digital marketers and advertisers, but also for OOH networks with static inventory. As the industry continues to embrace data-backed insights and a more agile approach to static campaign development, less than 9% of surveyed static OOH companies still see new technology integrations as a threat to their future growth.
· 64% of the static OOH companies surveyed have already pledged to reduce their carbon footprint, while an additional 17% already have plans to implement more sustainable practices within the next few years.

CTI, the AV integration and events provider, has acquired Vistacom, Inc. of Allentown, Pennsylvania, a command and control room integrator. “I have long admired the outstanding work done by the team at Vistacom,” said Tobi Tungl, Chief Marketing Officer. “The people-focused culture that’s powered their success is a solid match for CTI. By bringing together our strengths, I am confident our combined team will continue to do amazing work as we support client needs and expand access to opportunities for our employees.” CTI serves customers in the US from 35 locations nationwide and worldwide through the PSNI Global Alliance.

TRANSIT

Perion announced the integration Australia’s free electric vehicle charging network, JOLT, into the Hivestack SSP. “By combining JOLT’s reach with Hivestack’s #programmatic capabilities, we’re unlocking new opportunities for brands to connect with conscious and engaged consumers at key moments throughout their day while bringing a positive impact to the community,” said Perion.

JCDecaux launched the first global airport programmatic DOOH offer, a solution designed to empower brands and agencies to execute targeted, dynamic, and contextualized advertising campaigns in real time. Advertisers can reach +70 million monthly passengers on a network of +3,000 screens in major airports worldwide and is available for deployment programmatically through the VIOOH SSP (Supply Side Platform) and 30+ DSPs (Demand Side Platform) including Displayce. The offer is in ongoing development; in the coming months, JCDecaux plans to introduce new features such as airport data targeting.

Vehicle miles travelled increased by 2.2% in December 2023 versus the same period in 2022, according to the FHWA December 2023 Traffic Volume Trends report. During December 2023 traffic rose in all areas of the country except the South-Atlantic region in which vehicle miles travelled declined by 0.2%. Cumulative vehicle miles travelled for the full year 2023 increased 2.1% versus the full year 2022. Vehicle miles travelled not exceed miles travelled in 2019, the year in which Covid appeared during November.

Wildstone, owner of outdoor media infrastructure across the UK and Europe, unveiled its first two digital developments in Ireland, on the prominent arterial routes of Donnybrook Road and Killeen Road. The sites are owned by Wildstone and managed by Micromedia, which operates 240 digital advertising screens in diverse high-footfall areas including main cities, retail, social, gyms and university campuses. The partnership with Wildstone marks Micromedia’s first foray into the Roadside digital market.

Croatia’s Anić Outdoor has chosen DoohClick as its ad network management partner. Anić Outdoor currently operates 15 digital sites, with plans to introduce 20 new digital screens in 2024 and 2025.

TECH TALK

DOOH startup iCleanse, which develops Swift UV units for phone disinfection paired with advertising media, has chosen DoohClick as their ad management platform partner. iCleanse builds high-definition advertising screens into its chemical-free Swift UV devices that disinfect smartphones. Each of the 10 and 18 inch screens serves 15-second display ads for users to browse while waiting for their smartphones to be disinfected using UV light. Said DoohClick CEO Jonas Glad, “Our ad management technology underpins modern DOOH, making us an obvious partner for like-minded innovative operators like iCleanse. Technology is fundamental to the success of place-based advertising.”

Birmingham’s Bullring, the largest city center shopping mall in the UK, now houses Footasylum, with a screen mix that includes big squared-off LED columns at the entry, store front signage, cash desk tickers, a large display above the stairs, wardrobe LED displays and TV screens in the footwear area. Leeds-based solutions provider UX Global managed the project.

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