Cynopsis Digital Out of Home 05/29/24: IAB launches DOOH playbook; StreetMetrics gets moving; It's a wrap for PepsiCo

Wednesday May 29, 2024

Retail media networks over-index for media quality in terms of brand suitability and ad fraud, according to DoubleVerify’ s eighth annual Global Insights Report, with fraud rates 31% lower than the DV overall fraud benchmark and brand suitability violations lower by 10% than the DV overall brand suitability benchmark. “As retail media investments surge, these are encouraging numbers,” said Mark Zagorski, CEO of DoubleVerify. “Ultimately, better media quality equates to better ad performance.” That said, viewability across RMNs is 8% lower than the DoubleVerify viewability benchmark. But the discrepancy reflects the strategic focus of e-commerce platforms, which prioritize enhancing the shopping experience and maximizing conversions, with advertising viewability optimization often taking a backseat. DV discovered that O&O inventory effectively targets shoppers when they are most likely to engage, resulting in engagement rates 183% higher than DV’s attention baseline.

The IAB Measurement, Addressability and Data Center has launched the Digital Out of Home (DOOH) & In-Store Retail Media Playbook, focusing on how brands and retailers can partner to enhance the in-store experience. Along with strategic partnerships that can drive a unified commerce experience within physical store environments, the playbook underscores the need for effective closed-loop measurement to refine in-store strategies. To access the report, go here.

MEASUREMENT

OOH media measurement company StreetMetrics has expanded its methodology to optimize both moving and stationary advertising campaigns, in one unified platform. Most types of stationary media will be measurable in the platform, including roadside digital and static billboards, street furniture, and wallscapes. “We’re incredibly proud to fill the stationary OOH ad measurement and attribution gap our customers identified,” said Drew Jackson CEO. “Now, with the StreetMetrics platform, media owners can count on daily insights that demonstrate campaign performance and effectiveness, and share that valuable data with their customers.”

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PARTNERING UP

Dynamic ad serving and personalization company Clinch announced a partnership with Linqia, the influencer marketing partner, to offer advertisers a full-service solution to create, scale, and optimize creator content across media channels, including DOOH. “We’ve always believed in the power of creator-led content to power a brand’s entire advertising ecosystem, but very few marketers are capitalizing on the performance benefit of creator content in their omnichannel ad buys,” said Daniel Schotland, COO of Linqia. “Through our partnership with Clinch, we’ve created a first of its kind opportunity for marketers to connect with world-class creators and seamlessly port all of that content into every ad channel and placement, with real-time, dynamically populated elements.”

Intersection has partnered with Lyft Media to manage digital signage screens for their fleet of digital taxi tops on Yellow Cabs in NYC. “The yellow cab is an iconic, unmissable beacon in New York City,” said Chris Grosso, CEO at Intersection. “The opportunity to sell taxi top advertising strengthens our media offering citywide and provides a ubiquitous solution for total market coverage.” The screens will be made available programmatically.

Technology company PubMatic is collaborating with location intelligence platform Adsquare to link PubMatic’s publishing partners and buy-side relationships with Adsquare’s data sets. “By working in tandem, Adsquare and PubMatic empower advertisers to deliver relevant messaging and high-quality experiences to consumers no matter where they are in the world or which device they are using,” said Tom Laband, CEO and co-founder of Adsquare. “Together, we are giving publishers and advertisers a reliable, scalable, cookie-free way to increase addressability across the open internet and, in turn, to maximise the positive impact that advertising has.”

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GOING GLOBAL

It’s a wrap: Tesco has partnered with UEFA Champions League sponsor PepsiCo for a store wrap promoting Pepsi, Doritos and Walkers ahead of the June 1 final at Wembley. It’s the first time a Tesco store has been wrapped for a promotional campaign. “Celebrating a Tesco Media first with our PepsiCo Wembley store takeover!” said Tesco Media and Insights Platform in a LinkedIn post.
May 29 dooh tesco

VENDO Media announced an exclusive sales representation of Captivate’s placed-based digital network for the Alberta market. VENDO will be responsible for all Alberta-based ad agency and/or client activity related to Captivate’s assets, which include elevator and lobby display screens in luxury buildings. The full Canadian network includes 350+ buildings and 2,000+ screens of which the Alberta market itself represents 75 buildings and 503 screens.

Wildstone, owner of outdoor media infrastructure across the UK and Europe, is making a move in Australia. The company plans to acquire existing OOH portfolios and individual sites, develop new locations, and convert existing static sites to digital.

Canada’s PATTISON Outdoor is advancing into 3D digital advertising at a national scale. The first to leap in was the Atlantic Lottery Corporation with a static 3D campaign on large format digital to promote their online casino games. Ford followed suit with a 3D campaign to show off the towing capacity of the new F-150. Rounding out the initial rollout of 3D campaigns, Tim Horton’s Smile Cookie fundraiser took over a digital corner display in the heart of the Downtown Toronto PATH. The anamorphic 3D ad featured animation of a smile cookie peeking into the frame then rolling across the canvas and teetering over the edge, before falling into place. The campaigns were created through a collaborative effort between PATTISON’s own in-house 3D artists and agency and client partners.

Cynopsis Team

Robbie Caploe
VP/Group Publisher
[email protected]

Lynn Leahey
Editorial Director
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Kerry Smith
Division President
Access Intelligence

Albert Nassour
Executive Director of Sales
917-545-3129
[email protected]

Stephanie Cronk
Senior Marketing Director
[email protected]

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