Cynopsis Digital Out of Home 03/06/24: New York Penn Station lights up with DOOH; Say cheese! Trooh Media acquires Cheddar's college screens

Wednesday March 6, 2024

Trooh Media has acquired CheddarU’s large format digital screens on college campuses. The deal gives Trooh Media exclusive access to over 900 screens across 325 US college campuses. “This acquisition is a nice complement to our existing network of schools and gives Trooh access to new campuses across the country,” said Kennedy Turner, VP Client Partnerships of Trooh. “Our digital out-of-home screens provides campuses with a valuable communication tool in which to speak to their students and offers marketers a unique opportunity to connect with 18- 24 college students digitally through a full-service ad tech platform.”

Talon and luxury OOH agency Out There 360 have formed a strategic North American partnership to develop and execute OOH campaigns for luxury advertisers. “OOH remains a strategically vital medium for brands operating in the high-end market,” said Barbara Valensise CEO of Out There 360. “Talon is at the precipice of OOH transformation with proprietary data-driven tools and technologies that develop best-in-class creativity and drive measurable ROI at every step of the funnel. Being supported by a trusted and established local partner aligned with our values and approach to clients will enable us to deliver impactful and efficient ad experiences.”

Abu-Dubai-based Viola Outdoor has launched OOH innovation, D.Toplight in the capital’s central downtown hub. D.Toplight is a 3D-enabled, high-level installation, digital platform, and Phase 1 of the proposed future network of screens slated to sit at the center of Viola’s DOOH presence in Abu Dhabi, on the capital’s Airport Road, the main artery running from the Sheikh Zayed Grand Mosque through Abu Dhabi to the island’s Corniche.

Outdoor Network’s has expanded its digital rotator network in South Africa with the launch of the Kimberley Rotator. The large-format 3x6m screens enable the delivery of localized, geographically specific messaging. Each rotator is equipped with 100% power backup, and allows brands to take advantage of its programmatic buying capabilities across all rotator sites. “We are consistently expanding our offering to engage broader audiences and the national presence of the Digital Rotator network reflects that,” said Shamy Naidu, director, Outdoor Network. “Rotation offers significantly higher audience reach, and audience and contextual targeting also ensure that messaging is always relevant to the local audience.”

Media Resources announced the opening of a new digital manufacturing plant located near Charlotte in Fort Mill, SC. The Fort Mill facility is being converted into a manufacturing facility dedicated to the production of MRI’s VISIONiQ Digital Billboards, specializing in standard-size digital billboards for customers in the mid-Atlantic and Southeastern USA regions.

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TRANSIT

One of the bright lights in the ongoing, mammoth renovation of New York Penn Station is the station’s entrance at 32nd Street and 7th Avenue. Amtrak and Vornado Realty Trust have enhanced the entrance with a 1.5 mm BRILLIANT Interior LED video screen from SNA Displays at the bottom of new escalators leading to transit platforms. The bulkhead LED display measures 6’8″ high x 36’8″ wide and processes approximately 9.3 million pixels. “Busy and distracted commuters increasingly rely on dynamic and eye-catching digital signage to provide important information,” said Anne St. Mauro, VP of project management at SNA Displays. “Heavily functional digital displays like this serve a critical role and can provide a much-needed service to some travelers.” Forte Construction Group was the general contractor for the project and Digital Dreams provided installation services.

GSTV has partnered with influencer marketing company Influential, giving Influential the ability to integrate creator talent and content into advertising campaigns on GSTV. Advertisers seeking to integrate influencers into their GSTV campaigns will receive a list of recommended, brand-safe influencers generated from Influential’s technology. “GSTV is receiving a growing number of requests from advertisers about creator integration capabilities, and this partnership adds to how we can best serve our clients and engage our audience with their favorite creators,” said Violeta Ivezaj, SVP of Business Operations of GSTV. “This new partnership will make it easy, efficient and seamless for advertisers to engage creators in their campaigns and reach their audience whether it be foodies, travelers, fitness enthusiasts, music lovers and many more.”

MEASUREMENT

MobileFuse has struck a strategic partnership with attention-based media quality measurement company Adelaide. MobileFuse conducted a supply audit across both its Mobile and CTV networks, leveraging Adelaide’s attention-based metric AU, which assesses any media placement’s probability of capturing attention and driving impact using a machine learning algorithm trained to proxy outcomes. “MobileFuse’s adoption of AU is a great example of how premium, high-impact publishers are using attention metrics to differentiate their products,” said Marc Guldimann, co-founder and CEO at Adelaide. “We’re excited to partner with them to increase the transparency of media quality and move the industry towards a more equitable marketplace.”

BlueZoo announced it has delivered its impressions measurement software for worldwide deployment of BrightSign’s new Series-5 digital media players. The incorporation of BlueZoo technology in software form enables BrightSign to offer in-store digital signage that includes measurement of audience reach, dwell time, flow, and related analytics in real time without the need to purchase, install and maintain multiple hardware sensors throughout each location as part of retailers’ in-store Retail Media Networks. “The precision with which the BlueZoo solution measures audiences of digital signage throughout Retail Media Networks brings new levels of accuracy and transparency to pricing in-store advertising,” said Claude Sabourin, Director of Business Development at SCHOT, a distributor of BrightSign and BlueZoo solutions in South-East Asia. “We combine BlueZoo reach and frequency measurements with POS data to better understand the impact of signage on the overall shopper experience.”

Reveal Mobile announced the integration of its OOH measurement capabilities with Place Exchange. The partnership expands Place Exchange’s existing measurement offerings and enables its customers to use Reveal Mobile to measure campaign performance across the full marketing funnel. Reveal Mobile offers campaign measurement products for OOH known as Mira studies. “We purpose-built this company to measure Out of Home ad campaign performance when we founded it in 2014,” said Jon Frangakis, Reveal’s Chief Commercial Officer. “We’ve never wavered from that focus and having Place Exchange include us as one of their embedded campaign measurement solutions is a proud moment in our history.”

DEI

The Out of Home Advertising Association and OOH UNITED, the DEI initiative, announced the new Future Leaders program. Ten applicants will have the opportunity to embark on a sponsored trip to the 2024 OOH Media Conference from April 29 – May 1 in Carlsbad, California, and assume roles within OOH UNITED to support the development of the next generation of leaders. “As we continue to look for ways to drive our industry forward, the Future Leaders program is a shining example of the type of initiatives we’re championing to future-proof OOH,” said Anna Bager, President & CEO of OAAA.

DOOH video network Captivate announced the return of its Women in Business content series this March in celebration of Women’s History Month, International Women’s Day and Equal Pay Day. Additionally, Captivate Office Pulse, the company’s research division, released the results of a workplace study that found 40% of women say they are “never” struck by self-doubt, a higher proportion than men. Other insights from the Captivate Office Pulse study include:
– When asked if they felt their success was deserved, 46% of women said that not only did they earn their spot, but they are also aspiring to higher echelons.
– 66% of female professionals considered themselves to be risk-takers at work.
– Early-career women were more than twice as likely to have a clear career plan than those in the workforce for 8-14 years.
– 91% of professional women said they used unwarranted apologies like “sorry” at least some of the time in oral communication.

SUSTAINABILITY

OOH managed services agency Billups has chosen Cedara, the Carbon Intelligence Platform for marketers, to develop an OOH sustainability solution for Billups’ global network of brands and agencies. “Working with Cedara will ensure we accurately measure and report on the environmental impact our clients’ campaigns generate and that appropriate mitigation efforts are undertaken,” said David Krupp, Global CEO of Billups.

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