Cynopsis Digital Out of Home 05/01/24: Spotify digital ads target NewFronts crowd; Ad Council aims to educate with "Never Happens" campaign

Wednesday May 1, 2024

Today, National Heatstroke Prevention Day, the Ad Council, the National Highway Traffic Safety Administration (NHTSA), and Chemistry are launching new PSAs to educate parents and caretakers on the deadly dangers of hot cars – and DOOH is an integral part of the “Never Happens” effort. “For this campaign, OOH is a key medium not only for our parent audience, but also because this campaign specifically focuses on a tragedy that occurs in cars: pediatric vehicular heatstroke,” Cece Wedel VP, Group Campaign Director at Ad Council, tells Cynopsis. “Digital OOH allows us the ability to be more targeted with when and where our message appears. In addition to having our digital OOH assets available on www.AdCouncil.org to allow local media companies to support this issue when and where it makes sense, we are also conducting a programmatic digital OOH flight in July, a key time for this issue. Because July is a hot month across the US, this flight will be national, but in this case, we have limited it to places where these hot car deaths could be more likely to occur; for example, outside of grocery stores, gyms, doctor’s offices, convenience stores, malls, office buildings and pharmacies. The hope is that we get our message out in places of contextual relevance to hopefully reinforce our campaign message to always, ‘Stop. Look. Lock.’”

Spotify Advertising is using DOOH to speak directly to brand marketers and media buyers during NewFronts with ads featuring songs from some of the biggest creators on Spotify, illustrating how on other platforms, ads wash over people while they’re mindlessly scrolling. One ad claims that a marketing strategy without Spotify sounds like ‘Whatever’ by Kygo/Ava Max, while a marketing plan with Spotify is ‘Big Energy’ by Latto. “This campaign speaks directly to marketers and treats them like the consumers they’re trying to reach,” said Jessica Levinsohn, Global Business Brand Marketing Lead at Spotify. “We’re hoping to engage and inspire them during their daily commute and get them to consider what’s possible with Spotify.” The B2B ads will be placed in the neighborhoods and offices of media agencies and within subways where they commonly commute.

OUTFRONT Media and the NYC Landmarks60 Alliance launched Trivia Moments, a seven-month-long interactive citywide competition leading up to the 60th anniversary of New York City’s Landmarks Law in 2025. Trivia questions about NYC history and sites are displayed on digital screens located throughout the city’s five boroughs, at MTA transit entrances, and inside subway stations. New Yorkers can scan dynamic QR to test their NYC knowledge. Those who register for an account can then rack up points throughout the week, with top players to be featured on dynamic leaderboards displayed on digital screens throughout the city and in Times Square. “While OUTFRONT works nationwide, we’re proud to be headquartered in New York City and content like Trivia Moments is intended to brighten peoples’ days and give us all the opportunity to appreciate the history and architecture of the great metropolis we call home,” said Jason Kuperman, Chief Product Experience Officer, OUTFRONT.

OUTFRONT Media has also partnered with StreetMetrics to enhance dynamic measurement for bus advertising campaigns. “While measurement is table stakes, we are seeing and proving a paradigm shift in OOH’s role in the overall marketing mix,” said Christina Radigan, SVP, Strategic Research & Insights, OUTFRONT. “StreetMetrics’ groundbreaking tools and data are enabling advertisers to understand the value proposition of bus advertising by offering a continuum of data to plan, reconcile (in the future) and ultimately connect that exposure with lower funnel behaviors through attribution. We are transforming how advertisers and marketers can look at bus advertising, well beyond its power to showcase brands with proof points to support what we’ve known all along – that bus advertising works.”

More on the measurement front: OOH managed services agency Billups announced enhanced OOH measurement solutions for marketers to make data-driven decisions and optimize their OOH advertising strategy. The company has expanded this offering globally, providing local and cross-geography metrics to drive campaign insights and performance for advertisers in nearly two dozen countries. Using privacy-compliant mobility data to track exposure to OOH placements, Billups identifies devices exposed to ads and ensures statistically confident results by cross-referencing audience data against various demographic and behavioral characteristics. “Our standard approach to measurement is built on consented data and is fully anonymized,” said Shawn Spooner, Chief Technology Officer at Billups. “Each data point is assigned to a privacy-preserving cohort, which removes all personally identifiable information. With Billups, data and privacy are protected, incremental OOH performance is still measurable, and every dollar is utilized to its fullest potential, maximizing ROI for advertisers while maintaining the integrity of their campaigns.”

The DOOH market will hit an estimated $62.1 billion by 2031, according to a report by SNS Insider, after reaching $26.18 billion in 2023. The report notes growth is driven by factors including the ability to target specific demographics in real-time and easily update displays; interactive experiences; seamless data integration; and the growing global population concentrated in urban centers.

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BBC Studios launched “Made to make you think,” the first-ever BBC brand campaign aimed at reaching global audiences outside the UK. Developed in partnership with R/GA, the campaign continues the BBC’s efforts to grow the recently relaunched BBC.com and BBC app throughout the world. As part of the company’s focus on investing in North America, the campaign also includes OOH advertising in New York City with video and digital ads displayed at subway transportation hubs and in nearly 400 subway cars.

News and entertainment network Captivate and Place Exchange, the SSP for programmatic OOH media, are expanding their partnership with an advanced and enhanced Programmatic Guaranteed solution for DOOH advertising. The collaboration brings predictability and precision to campaign performance, enabling advertisers to control delivery on Captivate’s screens down to the individual building level for the first time in their programmatic campaigns. “This partnership marks a significant step forward in our commitment to elevating our programmatic offering,” said Alice Gogh, Chief Growth Officer at Captivate. “With these advanced Programmatic Guaranteed capabilities through Place Exchange, we’re leading the way in equipping advertisers with the tools they need to navigate today’s dynamic advertising landscape successfully.”

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Truly Hard Seltzer, the Official Hard Seltzer of the NHL in Canada, enlisted agency partner Momentum Worldwide, Toronto to develop the platform “For The True.” With support from the NHL, For The True is making its way into multiple channels within Truly’s paid media coverage, including Digitally Enhanced Dasherboards, the League’s approach to dynamic dasherboard advertising, digital and OOH. “Truly recognizes that flavour isn’t just how something tastes, but also a representation of self-expression, identity, passions and pursuits – a unique amalgamation of the things that makes you, you,” said Jess Boland, Marketing Director, Truly Hard Seltzer Canada. “We couldn’t think of a more fitting way to kick-off our platform, than celebrating true fans who make hockey more than just a game, but a way of life.”

Canadian OOH media owner PATTISON Advertising has adopted the full Broadsign OOH technology stack. The expanded partnership enables PATTISON to dynamically manage and optimize its OOH inventory, and opens up new ways for brands to book campaigns on PATTISON inventory with a more targeted, impression-based approach and accelerates the rate at which PATTISON can display client ads across its OOH inventory, spanning urban pathways, residential and office buildings, transit hubs, airports, and other venues across Canada.

Formetco announced the opening of its new, 175,000 square foot digital manufacturing facility in Suwanee, GA. The expansion is designed to consolidate the manufacturing of digital billboards and digital scoreboards and allows for a new line of high-resolution tight pixel pitch digital indoor displays, bringing Manufacturing, Engineering, Product Innovation, and Customer Success departments under one roof. “We are thrilled to be launching this expansive state-of-the-art production facility. It underscores our dedication to investing in product quality, innovation, and customer satisfaction,” said Formetco’s CEO, Matt Xander.

The Out of Home Advertising Association of America partnered with EARTHDAY.org for the sixth year to launch a new national OOH campaign. The theme for this year’s Earth Day, April 22, was Planet vs Plastics, and spelled out a wide range of human health issues, from Alzheimer’s to strokes to male infertility to obesity, associated with plastics. The group’s goal: a 60% reduction in all plastics by 2040. “This incredible campaign devised by our friends ad the creative agency Extra Credit Projects and supported by OAAA, is about alerting the public to the dangers of plastics and their additive chemicals,” said Tom Cosgrove, Chief Creative and Content Officer, EARTHDAY.ORG. “EARTHDAY.ORG believes that the plastic industry doesn’t give a fork about the planet.”

A Show Your Flow campaign is running until May 5, encouraging hockey fans to share photos and videos of their Hockey Hair flows for the chance to be inducted into the Hockey Hair Hall of Fame. The campaign comes from Great Clips, Official Hair Salon for the hockey league, which is receiving broadcast exposure through Digitally Enhanced Dasherboards, the NHL’s approach to dynamic dasherboard advertising during marquee NHL events and all Stanley Cup Playoff game broadcasts. Great Clips now also receives weekly brand exposure across the NHL’s digital and social media channels through a new “Flowments” social media campaign.

Atmosphere TV and Delaware North, operator of food and retail services at more than 20 airports throughout the US, are joining forces roll out Atmosphere’s audio-optional content to screens within Delaware North-operated airport food service outlets, spanning locations such as Dallas (DFW), Los Angeles (LAX), Atlanta (ATL), Austin (AUS), Boise (BOI) and Ft. Lauderdale (FLL), for starters. “With Delaware North’s help, Atmosphere is now the leading choice for entertainment in airports. This expansion is not just about reaching more screens; it’s about creating moments of joy and engagement for travelers,” said CEO of Atmosphere Blake Sabatinelli. “And for our advertising partners, it’s an open invitation to explore newly chartered territories.” Atmosphere’s content spans more than 40 channels of viral-style videos, sports, news, and entertainment, curated for travelers passing the time.

After more than 16 years at Geopath, the last three as President, Dylan Mabin is stepping down, but will continue in his current role while the Board of Directors undertakes the search for a new President. Mabin joined Geopath in 2008, when it was still known as The Traffic Audit Bureau for Media Measurement. During his tenure, Geopath’s membership expanded into transit and place-based media, now encompassing over 1.6 million out-of-home media assets. “I am very grateful and honored to have spent my time over the past decade plus working on behalf of the OOH industry and with the incredibly devoted and supportive staff and members of Geopath,” says Mabin. “I am proud of how far we have come as an organization and as an industry, but there is still so much opportunity for OOH to be more valued in the media mix. What Geopath has accomplished and will continue to accomplish will play a vital role in helping to realize that potential as the capabilities of this organization continue to advance.”

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