Veridooh’s Post

We are excited to announce that we have partnered with FRAMEN to launch advanced digital advertising screens in co-working spaces across Australia, with Virgin Australia, the first major brand to take advantage of this partnership! 🇦🇺 With Australian marketers focussing more than ever on prDOOH advertising, with investments projected to increase by an average of 28% of the next 18 months, as shown in our recent State of the Nation report, this partnership couldn't come at a better time. “Our ever-increasing global footprint, powered by strategic partnerships like this one with FRAMEN, is giving even more advertisers access to VIOOH's programmatic DOOH capabilities. By partnering with FRAMEN, we're enabling advertisers, both within the local market as well as overseas, to leverage data-driven targeting and real-time optimisation in some of Australia's most sought-after high-footfall locations.” Said Gavin Wilson, Chief Customer and Revenue Officer at VIOOH. 👉 Read more in our official press release: https://hubs.li/Q02_TRFl0

Out-of-home (OOH) advertising is a great way to reach your audience offline—think highway billboards or bus wraps. But unlike digital channels, which offer precise tracking and real-time data, it’s much harder to report and measure the impact of offline OOH.

This week on Austin’s Adbag I have a question: 𝗔𝗿𝗲 𝘆𝗼𝘂 𝙥𝙖𝙮𝙞𝙣𝙜 𝗮𝘁𝘁𝗲𝗻𝘁𝗶𝗼𝗻? There have been a few announcements recently in media around metrics and how advertisers measure media. Spoiler alert: it’s all about attention. Traditionally, attention online has been measured through a mix of metrics: Viewability, where you use 3rd parties to measure if a certain % of pixels from your ad are visible on the screen of the consumer, and a medley of Video Completion Rates, Click Through Rates, etc. Now there’s a new kid on the block in #Attention, and a few companies are paving the way. Here are two: 1️⃣ It’s no secret advertising loves acronyms, and Adelaide created their own in AU. These Attention Units score potential inventory based on a mix of factors like how many other ads are on the screen next to yours. This helps both the art and science of media planning by forecasting plans around expected attention and performance of specific inventory, and in optimizations based on higher or lower performing sites and formats. & it’s available in major DSPs for advertisers to leverage across campaigns. ✅ 2️⃣ The team at billups, over in (D)OOH land, also announced their own attention dashboard that scores inventory based on reach, obstruction, dwell time of passerbys, etc. This continues to pull OOH toward the programmatic world, providing a more data-driven approach to billboards and bus shelters for buyers. I’m a big fan of OOH and we’ve seen it become a must for many creative media plans today. Pairing the splash and surprise of seeing a brand in the wild with data allows us to continue storytelling opportunities to audiences across screens in-hand, in-home, and on the go... This is 1) really cool, and 2) good for business with today’s fragmented ecosystem. Increasingly for most things, we pay with our attention. Now we can measure it too. 📈 https://lnkd.in/eg3rzdVM

There were many interesting takeaways at the recent IAB Australia & Outdoor Media Association DOOH Conference, but one that struck me was whether the industry needs to ditch references to how inventory is traded in discussions with marketers. This might sound like a 'media bubble semantics' argument, but there is no doubt that 'programmatic' still has negative connotations through its association with display advertising, remnant inventory, ad fraud and some less than transparent practices over the years. OOH programmatic is very different to digital display in that it is a environmental one-to-many buy, versus a one-to-one, and there are no digital outdoor screens (unless they are hidden behind random trees or buses) that have major viewability issues, are below the fold, or fighting with other ads on cluttered websites. Two senior media agency execs in Initiative's Australia CIO, Paige Wheaton, & GroupM Australia & New Zealand Nexus head of advanced DOOH, James Lambert, want away with the framing of 'programmatic' DOOH and argue that simplifying the narrative around what outdoor can deliver in terms of results – rather than how it is traded – is more important. However, JCDecaux Australia national programmatic director Brad Palmer reckons it's too soon, and more education across the board is needed. They all agree programmatic is vital to the future of DOOH and the channel's growth, irrespective of the semantics.

Data-Driven Decision Making in Outdoor Advertising: Harnessing Analytics for Success The days of guessing the impact of outdoor advertising are long gone. Today, data-driven decision-making has revolutionized the way brands approach out-of-home (OOH) advertising, making it more strategic, measurable, and impactful. By leveraging analytics, brands can optimize every aspect of their OOH campaigns. From selecting the right locations based on foot traffic and demographics to tracking real-time performance, data empowers brands to make informed decisions that maximize ROI. At Creatick Solutions, we use advanced analytics tools to gather insights into audience behavior, peak traffic times, and engagement patterns. This enables us to design campaigns that not only capture attention but also drive meaningful action. For example, integrating geotargeting and mobile data allows us to understand how OOH ads influence footfall in nearby stores or website visits. Data also plays a crucial role in measuring campaign success. By analyzing metrics such as reach, impressions, and engagement, brands can refine their strategies for future campaigns. Real-time data ensures that adjustments can be made on the fly, enhancing the effectiveness of ongoing initiatives. Creatick Solutions combines the power of creativity and analytics to deliver OOH campaigns that are not only visually compelling but also data-backed. Let us help you harness the power of analytics to turn outdoor advertising into a science of success.

Traditional OOH ads have always turned heads, but programmatic buying is taking DOOH to the next level. From real-time targeting to driving action through the funnel, all while keeping that big-billboard glory, here are 5 ways programmatic is rewriting the rules for DOOH. https://bit.ly/3YDU6Yz Vistar Media #DOOH #marketing #advertising #programmaticadvertising 

Programmatic DOOH is changing the game, turning heads and driving results. Check out our latest article in Campaign Canada to discover 5 ways it’s redefining #DOOH and making every impression matter!

The evolution of out-of-home (OOH) advertising, particularly with the rise of digital formats, marks a pivotal moment in its longstanding history. 💡With digital out-of-home (DOOH) now comprising a third of OOH revenue in the U.S., the industry is embracing dynamic and targeted advertising solutions like never before. 💡This shift not only enhances engagement but also integrates seamlessly with retail networks and programmatic advertising, driving efficiency and effectiveness in campaigns. 💡Leveraging location-based data, can provide marketers with a seamless consumer journey from home to store creating a more holistic advertising strategy. #OOHAdvertising #DigitalTransformation #AdvertisingTrends

Retail media networks were a hot topic of discussion at the World Out of Home Organization Global Congress in Hong Kong. There are some unique ways that we are able to harnessing the power of retail media & location-based OOH advertising to engage audience across the consumer journey. A key discussion point is how do we define retail media. Although there are distinct parallels between retail media and location-based OOH advertising—both leverage consumers' proximity to retailers. However, there are key differences: 📍 Location-Based Media: Targets consumers based on their physical location, delivering strategic advertising messages at places where they are likely to be receptive. 🛒 Retail Media: Focuses on consumers already in a shopping mindset, aiming to influence their purchasing decisions by promoting nearby products or services. Combining these methods allows brands to craft compelling stories, impacting consumers at multiple touchpoints throughout their day. When audiences are primed with DOOH, it amplifies the effectiveness of other digital advertising channels, driving direct action from audiences. Have a look at a recent article I wrote on the power of harnessing the power retail media and location-based OOH advertising #RetailMedia #LocationBasedAdvertising #OOH #DigitalMarketing #ConsumerEngagement #MarketingStrategy

I recently had the pleasure of joining Alan to discuss my journey and the dynamic world OOH advertising! It's always fun reflecting on how far I've come, from the telecom industry to moving to the U.S. and honing in on OOH. I think one of the greatest parts of having such a diverse career background is the unique perspective it gives you on how different industries intersect and evolve. In truth, I feel like OOH is undergoing a major transformation. Because our primary focus is on context and location, OOH has a unique ability to bypass many of the data challenges that other media channels are currently grappling with. Unlike digital platforms that often rely on granular personal data, OOH thrives on broad reach, leveraging physical space and real-time context to deliver impactful messaging. At the same time, the rise of experimental, content-driven, influencer marketing, and social media has created new opportunities for OOH to collaborate and integrate with these channels. In the broader marketing mix, OOH acts as the glue that naturally enhances touchpoints, seamlessly integrating into consumers' everyday lives without disrupting their experience. #OOH #Advertising #MarketingTrends #OrganicMedia