WOO APAC FORUM NOVEMBER 2023

WOO's second APAC Regional Forum - Open for Registration

The World Out of Home Organization is to hold its second APAC Regional Forum in November later this year. The Forum will be held in Bali, Indonesia from November 1-3. The Forum is now open for registration

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OPINION

Ocean Outdoor: why the link between OOH and mobile will get stronger

As Ocean Outdoor UK marks 15 years since its first full motion large format digital screen, its UK CEO Phil Hall discusses what’s in store for the next 15 years.
This month the Liverpool Media Wall (LMW), the 30m long and nearly 7m wide full motion digital screen which greets people outside Liverpool Lime Street, marks its 15th anniversary.

The Secret to Incredible OOH Dwell Time

In the marketing world, there’s quite a vast library of metrics to help with planning campaigns and measuring the impact of every decision. For OOH advertisers, dwell time is an important one.
Digital advertisers have the advantage of hyper-detailed analytics that show things like time on page or an exact number of impressions based on after accounting for factors that vary by platform.

While digital out-of-home (DOOH) seems to be on everyone’s mind nowadays, static OOH remains the dominant format in this space. Why is that? In a digital-dominated ad space, static OOH billboards – with their long-term exposure, eye-catching large formats, and strategic placements – can provide advertisers with a competitive edge. Unlike DOOH, where advertisers share their brand voice with other advertisers, static provides you with a 100% share of voice.

Widening OOH Landscape

by Brian Schopper, Marketing Manager, Geopath
In many ways, the OOH media landscape has never been wider or more varied. Geopath measures more formats today than we ever have; in fact, the umbrella of “OOH” covers everything from traditional signs to AOOH (place-based audio advertising) to wrapped buses and electric vehicle charging stations, and so many things in between.
With this expanding landscape of our medium, there too opens up the potential for near-limitless creativity in advertising – this is proven time and again at each year’s OBIE awards.

In today's programmatic landscape, where consumers are actively engaging across various channels and devices, adopting a multi-channel advertising strategy has become essential. By targeting holistically, advertisers can effectively reach their audiences wherever they may be. This blog will delve into the power of multi-channel advertising, highlighting its benefits and how Digital Out of Home (DOOH) can integrate with a comprehensive strategy.

OOHMAA joins Industry's Important Ad Net Zero Initiative

The Out of Home industry has been on a decarbonisation journey for many years, is potentially the most advanced channel as far as reducing its impact on the environment and is continuing to develop initiatives in this space so, as the industry body,
OOHMAA is proud to be part of the steering group driving the Ad Net Zero initiative in Aotearoa along with New Zealand Advertisers Association (ANZA), Advertising Producers Association (APA), Commercial Communications Council (CCC), Energy Efficiency & Conservation Authority (EECA), Interactive Advertising Bureau (IAB), Radio Broadcasters Association (RBA), and Television New Zealand (TVNZ).

Vistar Media Releases 'Mind the Gap' White Paper as Extensive Guide for Creatives Executing Digital Out-of-Home Campaigns

Vistar Media announced the release of a new creative advertising white paper: “Mind the Gap: Bridging the Gap Between Technology & Creative in DOOH.” The new resource addresses the knowledge gap between creative and media planning teams, and how this disconnect – or “gap” represents a significant source of untapped potential for the DOOH channel. Mind the Gap outlines the importance of optimizing creative for out-of-home (OOH) and delivers campaign planning strategies and operational best practices, including:

How to Measure Results for Programmatic DOOH

Are you considering Programmatic Digital Out-of-Home (pDOOH) for your next campaign? The ability to buy advertisements based on impressions is somewhat new to OOH, but it comes with many possibilities to target more specific audiences and for more granular data attribution.
pDOOH advertising uses automation technologies to deliver ad campaigns to the right people in the right place and time. However, you’ll need an effective strategy in place to measure results.

The JCDecaux PROGRAMMATIC Campaign of the Year Award is being introduced to celebrate brands that are developing strategic, creative and innovative programmatic digital Out-of-Home campaigns.
The award will be judged by five Out-of-Home (OOH) and digital experts: Steve O’Connor, CEO of JCDecaux Australia and New Zealand; Elizabeth McIntyre, CEO of the Outdoor Media Association; Gai Le Roy, CEO of IAB Australia, Joe Lunn, head of media APAC at Uber and former chairman of the MFA Awards; and Dorota Karc, head of programmatic at WallDecaux Germany.

The fight for transformation of the OOH advertising industry continues

The Black Billboard Owners' Alliance aim is to move from getting crumbs of the R48-billion a year advertising spend in South Africa to receiving a more meaningful slice of the cake.
As the Black Billboard Owners’ Alliance, our aim is to move from getting crumbs of the R48-billion a year advertising spend in South Africa to receiving a more meaningful slice of the cake.

Leading Advertisers and Initial Sponsors Announced For DPAA Global Summit

The DPAA has announced speakers and initial sponsors for its October 10 Global Summit. This year’s event entitled Omnivideo will be held at Chelsea Piers in New York City.
“We expect this year’s Summit to be sold out,” said Barry Frey, President & CEO, DPAA. “Early sponsorship commitments and registrations are strong, events are certainly back in full force and we look forward to welcoming the global digital out of home community once again.”

Less is More: The Art of Cutting Words and Prioritizing Copy on Billboards

Prioritizing copy and eliminating verbiage that isn’t needed is an important skill when it comes to designing billboard ads. It can be learned if you follow a few tips, but it’s something that you’ll get better and better with the more you do it.

“Over the last 12 to 18 months, we’ve seen tremendous interest and growth in anamorphic 3D billboards,” one out-of-home exec told us.
Two years ago, a massive 3D cat showed up on a billboard in Tokyo. People who walked by took photos of the cat as it meowed, napped, and licked its paws.

QMS extends digital network on the Gold Coast

Outdoor media specialist QMS has finished the digital conversion of 40 street furniture panels on the Gold Coast.
This latest investment by QMS in its digital network means it now delivers 150 screens with prominent coverage throughout key regions such as Palm Beach, Burleigh Heads, Broadbeach, Surfers Paradise and major arterials in the Gold Coast metropolitan area.

Banco Supervielle, a leading bank in Argentina, promoted its lending services for SMEs during the month of June.
The campaign was developed in the neighborhoods of Recoleta, Palermo, San Nicolás and Retiro, which are highly trafficked and receive numerous people on a daily basis.

Wildstone enter the German OOH market with the acquisition of AdverTower

Wildstone are thrilled to announce its latest strategic move into the German market through the successful acquisition of AdverTower. This milestone marks a significant step in Wildstone's international expansion strategy.
The acquisition includes three valuable, double-sided highway sites. Among them is the impressive 35-metre-high digital tower located in Linkenbach, along the A3 motorway between Cologne and Frankfurt.

After Bandra Focal, Asia’s largest billboard, the Mumbai-based media owner continues to push the envelope for India’s OOH landscape
With Edge 7 at Mahalaxmi, Mumbai, RoshanSpace has created something that matches global standards in terms of aesthetics and functionality. A proprietary design, inspired by the shape of a crystal, Edge 7 is a set of 4 billboards out of a total of 7, that are placed on a curved road in a non-overlapping manner. They can be seen from any lane, ensuring uncluttered visibility.

You could argue that data from media owner JCDecaux that shows a dip and then recovery of out of home audience counts through the 2020-23 pandemic era is mostly just confirming what we already knew or assumed, but it is nonetheless interesting to see it visualized in a chart.
The Hong Kong business unit of the global OOH/DOOH media company collected the numbers and generated what it calls a Data Lookout that charts OOH audience impressions from early 2020, when the understanding that what was being seen in China was not going to stay in China.

'We're working with some of the largest brands in APAC region'

Melanie Lindquist, Managing Director – Asia Pacific, Talon says the agency is successfully working with global clients to help educate them on the complexities of OOH buying, planning and implementation in the APAC region. Talon also has clients in India looking for OOH campaign support outside of India. Edited excerpts of the interview with Rajiv Raghunath.

WOO GLOBAL DATABASE

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World OOH News August 11th 2023