Cynopsis Digital Out of Home 03/20/24: OOH ad spend on the rise; Digital signage malfunction closes McDonald's

Wednesday March 20, 2024

OUTFRONT Media is expanding its rollout of programmatic in New York City’s MTA system, with the potential to reach more than four million daily trips from New Yorkers and tourists along with commuter rail stations in the surrounding areas. Advertisers will also be able to programmatically access thousands of Liveboards inside stations. These digital signs, in a variety of formats, can be used to reach audiences with brand messaging according to several variables – including time of day, day of the week and location. “Transit advertising’s ability to impact consumers along their daily journeys and multiple times throughout the day brings phenomenal, contextual reach at a time when brands are seeking innovative ways to make digital connections in the face of cookies going away, a fragmented media world, and other challenges,” said Neil Shapiro, OUTFRONT Media’s VP of Programmatic. “Add DOOH’s natural brand safety, flexibility, speed to market, audience targeting, and measurement, and now, the ability that programmatic provides to see comprehensive campaign reporting in one platform and you’ve got one of the most powerful tools on the market.”

US OOH ad spend in 4Q23 rose by 27% compared to 4Q22, according to Guideline. While local OOH retained the majority of ad spend, national OOH saw a faster rate of growth at 50%, compared to local’s 24%. All OOH media subtypes grew from quarter to quarter, with Events leading at 181%, followed by Cinema at 57%, and Street Furniture/Retail at 54%. Apparel & Accessories showed the highest increase in OOH spend, up by 66%, while Quick Serve Restaurants decreased investment by 19.5%. Among product category groups, Apparel & Accessories showed the highest increase in OOH spend, up by 66% – Athletic Apparel & Footwear grew 224%, Jewelry & Watches grew 159%, and Fashion Accessories grew 64.2%. “Restaurants” was the only category to decrease its OOH investment, declining by -17%. That decline was led by Quick Serve Restaurants which decreased investment by 19.5%.

Hivestack, Perion’s DOOH platform, has partnered with Way.io for Perion’s first domestic Demand Side Platform collaboration in China. Way.io customers in China can activate programmatic DOOH campaigns both in China and globally via Perion’s Hivestack SSP’s network of premium DOOH inventory. “This strategic alliance with Way.io brings new opportunities to China’s substantial digital landscape, offering unparalleled access to global digital DOOH properties,” said Tal Jacobson, Perion CEO. “This, together with our recent entry into Brazil, marks another significant step in fulfilling Perion’s commitment to expand our global footprint.”

As part of its fight against the sports streaming service in the works from Disney, Fox and WBD, sports-first live TV streaming platform Fubo launched an out of home ad campaign called #savemysports. The campaign creative repositioned famous movie quotes, in a parody of Disney+’s recent campaign, to point out the possible negative impact the forthcoming streaming JV could have for consumers. The billboards lit up high traffic areas around Washington, D.C.

A digital signage malfunction caused thousands of McDonald’s restaurants to close for up to 12 hours on Friday. An “out-of-service” appeared simultaneously on order terminals in outlets across Japan, Singapore, Australia and New Zealand; later cases were reported in Germany, Austria and the UK. “This issue was not directly caused by a cybersecurity event – rather, it was caused by a third-party provider during a configuration change,” said McDonald’s chief information officer Brian Rice, adding that the outage was “quickly identified and corrected.”

Bowling Center Television, a DOOH/CTV television network developed through a collaboration between Strike Ten Entertainment, the Bowling Proprietors Association of and Equity Sports Partners, has struck partnerships with USA Today, the Associated Press, Reuters and Stats Perform. “These best-in-class organizations are delivering a range of content to BCTV that spans news and entertainment video segments as well as live data,” said Cliff Kaplan, Chairman of BCTV. “The live data serves as the backbone of BCTV’s dynamic on-screen L-Bar execution which shows sports scores, news headlines and other topical information of interest to our audience.”

Amid record-breaking ad spend this election season, out of home ads are proving particularly effective at reaching, informing and influencing voters, according to a new study from Morning Consult commissioned by the Out of Home Association of America. Sixty-eight percent of likely voters have seen, heard, or read political advertising through an OOH ad recently, says the report, and 56% trust political information in an OOH ad to be truthful and accurate. Other findings include:
– 49% of likely voters who have been exposed to an OOH political ad in the past year say they are personally influential.
– Younger voters (56% of Gen Zers and 57% of Millennials) are significantly more likely than older voters (22% of Baby Boomers) to say political ads are influential on their decision to support a candidate.
– 34% of likely voters say the OOH ads don’t interrupt their listening, reading or viewing experience like most other political ads.
– OOH ads are more likely to be seen as informative (53%) compared to most other media sources including AM/FM radio, streaming audio, Cable TV, social media and subscription streaming video.

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. “As part of Billups’ commitment to driving global innovation, we are eager to accelerate sustainability efforts within the OOH industry,” said David Krupp, Global CEO of Billups. “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. Providing the tools necessary to understand and, critically, reduce carbon impact supports our clients in achieving their sustainability goals, helping to create a cleaner future.”

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The Elara by Hilton Grand Vacations, a 52-story resort hotel connected to the Las Vegas shopping center Miracle Mile, recently retrofitted its pylon display with Empire Exterior LED video technology from SNA Displays. The monolith-shaped Elara offers views to east- and westbound traffic; each side’s digital display is 53’6″ tall by 29’5″ wide for a combined surface area of more than 3,000 square feet. “With so much lighting and glamor on The Strip, it’s more important than ever for Las Vegas property owners to invest in high-quality LED for their large-format digital displays,” said Doug Fundator, SNA Displays’ director of sales for casinos and gaming. “It’s more cost-effective than ever to go bigger and bolder, and we’re seeing many clients substantially increase the size and impact of their messaging centers through these kinds of retrofits.”

A quarter of sports viewers opt for out-of-home viewing experiences, according to a survey from DirecTV Advertising and DirecTV Business. Seventy-three percent of those report appreciating socializing with friends and family, while 72% noted good food and drinks; 57% said they enjoy the camaraderie of fellow fans; and 44% see out-of-home viewing as an opportunity to meet new people. Only a few watch incidentally or due to home viewing limitations, with 42% catching the game while out and 11% unable to access it at home.

Transit passenger trips rose by 12% in the fourth quarter of 2023, and were up 16% for the full year 2023, according to the APTA 2023 Q4 Ridership Report. That’s moving in the right direction, but still 28% below pre-Covid numbers.

Ready for DPAA’s Women’s Empowerment Webinar for Women’s History Month? The event takes place March 26 and will explore gender bias in the workplace, including actionable steps participants can take to successfully combat inequality. “Each year DPAA’s Women’s Empowerment Program, WE.DOOH, grows in importance and influence,” said Barry Frey, President & CEO of DPAA. “In the spirit of Women’s History Month, we are pleased to be able to make this special session available to all.”

Cooler Screens, the technology company powering in-store retail media and merchandising, has changed its name to CoolerX. What’s in a name? “CoolerX represents the core of what the company does, with our focus on data and AI to revolutionize the retail experience,” said Arsen Avakian, CEO at CoolerX. “As CoolerX, our data-driven and AI-powered technology enables us to understand and predict shopper intent in stores. In doing so, we can deliver content that improves the consumer experience, driving incremental growth and performance for both retailers and brands.”

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