Mumbai Hoarding Incident: Are OOH Vendors Accountable?
There are concerns about who bears responsibility for the 14 fatalities that resulted from the horrifying massive hoarding accident in Ghatkopar. Mumbai residents are perplexed by government officials’ collective carelessness, which permitted that accident to happen. Marketers need to be able to handle demanding calls and verify the legitimacy of the OOH vendors they select to collaborate with. The ISA and AAAI, two associations unique to the industry, ought to spearhead the drive to sanitize the sector.
The tragic hoarding incident not only raised questions about the responsibility of the railways and the Brihanmumbai Municipal Corporation (BMC), but it also acted as a wake-up call for brands that frequently use out-of-home (OOH) advertising. Although BMC has threatened to revoke Ego Media’s (the media agency’s) license in response to the unlawful hoarding that resulted in 14 deaths and over 70 injuries, many people think the problem with illegal hoardings is that the nation is becoming a larger place.
Illegal OOH billboards, a growing concern
Think about this: Nearly three times the allowed size of 40 by 40 feet, the illegal billboard in question measured about 120 by 120 feet. It should be noted that the BMC reports that there are “only” 1,025 legal hoardings in the country’s financial center, which is also the second most populous city in India and is regarded as the center for the OOH industry, with a market valued at approximately Rs 700–1000 crore. GRP permitted the agency to build this billboard on its property without checking to see if its size and dimensions complied with local regulations. BMC ignored the billboard’s construction and only gave notice last week, more than two years later, at which point Monday’s catastrophe had already begun.
Creating awareness for OOH partners
Experts have therefore advised brands to be aware of their OOH partners and vendors to protect their own reputation and, to some extent, aid in the reduction of illegal hoardings in the nation. This specific case in Ghatkopar implies that media owners have broken rules and that authorities are not following through on their violations. Since billboards are an essential part of a city’s infrastructure, their safety should be given the same priority as other public works initiatives. Any accident could jeopardize the lives of those who live nearby. These buildings are the responsibility of the media owners, who construct them, and the municipality, which grants permits.
Apart from that, there isn’t nearly as much regulation of the hoarding market as there should be. At the moment, state governments oversee hoarding laws; there are no federal regulations. Thus, experts noted, that comprehensive national safety laws are required to address these issues. Unfortunately, dishonest players will always exist, and dishonest brands may also exist. Sometimes hoardings are placed so strategically as to draw the greatest amount of attention that dishonest brands or agencies are tempted to disregard the lawfulness of the situation. An industry insider claims that BMC collects license fees from advertising billboards in the neighborhood of Rs 80 crores per month.
Further steps
The guidelines for granting permissions must be reviewed and standardized by the municipal authorities to ensure uniform application throughout the city, irrespective of the space owner. At the moment, unauthorized buildings are springing up all over Mumbai. Prioritizing public safety is essential since taking shortcuts can lead to fatalities. The Out of Home (OOH) Association has the authority to prevent media owners who do not comply from joining, but this will not fix the root of the problem. Enforcing safety standards rigorously is crucial.
Read More: Adform and VIOOH Grow Partnership to Power DOOH Performance and Measurement Globally
Vistar Media Acquires ADstruc, Adding Traditional OOH Planning and Buying Software to Complete Full Suite for Buyers
Vistar Media, the top global provider of technology solutions for out-of-home (OOH) media, today announced the acquisition of traditional OOH planning and buying software, ADstruc, from PJX Media.
“We live in a world powered by software, and the OOH media industry is no different,” said Michael Provenzano, CEO & Co-Founder of Vistar Media. “Vistar has had an amazing journey across our programmatic marketplace and enterprise software businesses, but at the same time, our customers consistently remind us that digital OOH—and programmatic within it—is just a portion of the greater OOH landscape.
“Our rebrand says it all: Vistar Media is ‘the home of out-of-home.’ To truly embody this, we must substantially contribute to how OOH is traditionally bought and sold. ADstruc completes our commitment to the industry and brings ADstruc customers and partners the software they love, with the engineering scale and service excellence that is Vistar.”
Read More: Vistar Media Partner with Plan B Media for Programmatic DOOH Advertising in Thailand and Singapore
For almost 15 years, ADstruc software has automated the traditional OOH planning, buying, and selling workflow. By eliminating routine tasks, ADstruc frees agencies to focus on strategy, creativity, and ROI for their clients. The tool streamlined media operations for PJX Media, enabling them to efficiently handle hundreds of millions in OOH billings with a team of experienced OOH experts. In total, the ADstruc platform processed over $1B of combined OOH investments for PJX and other agency subscribers. Now, backed by Vistar’s robust engineering, exceptional customer support, and experience scaling software globally, ADstruc is poised to become the go-to platform for the OOH industry worldwide.
“PJX Media gets stronger today by unlocking the value of ADstruc and we are tremendously excited to see this moment for the OOH industry take shape,” said Rick Robinson, CEO of PJX Media. “ADstruc is the favored workflow tool for planners, buyers, and sellers. The original vision of our founders, John Laramie, and Josh Warrum, to provide OOH software that can truly serve the entire industry – will now come to life across the entire OOH marketplace. Vistar has a proven record of scaling software and growing the OOH industry. I look forward to seeing it prosper in the hands of all buyers and sellers of OOH globally.”
Read More: Vistar Media Partners with Starlite Media to Manage Its CMS, Ad Server and SSP
PJX Media remains a growing, tech-driven independent OOH agency providing OOH planning and buying expertise to other agencies and brands across the US and globally. The acquisition also ensures PJX Media will continue to leverage the tool it originally developed as a client, retaining full access and use of ADstruc to automate their planning and buying. PJX Media’s clients will continue to benefit from the agency’s expertise with Vistar adding the depth and strength of their full suite of business tools.
The majority of OOH media owners across the US already work with ADstruc to respond to agency RFPs; they will now benefit from the most loved and trusted tool becoming available to the full global landscape of agency planners and buyers. And, unlike competitive solutions that charge transaction fees, ADstruc remains free for media owners.
Along with acquiring the software asset, Vistar will also bring on the ADstruc engineering team and a dedicated account manager. “With such strong leadership and foundational knowledge within the ADstruc team, I’m excited to put substantial investment around growing the engineering and support teams for ADstruc’s future,” said Provenzano.
ADstruc will be available to all US agencies beginning June 1, 2024, with global expansion expected throughout 2024.
For more information, please visit: https://www.vistarmedia.com/adstruc.
Read More: Vistar Media Partners with PRODOOH to Bring Programmatic DOOH Advertising to Latin America
About Vistar Media
Vistar Media is the home of out-of-home – providing brands, marketers, and media owners with the world’s first truly intelligent platform for buying and selling OOH. Vistar hosts the world’s most extensive digital out-of-home inventory globally, offering the scale, data, and expertise that allows brands to capture a better kind of attention. With a full suite of platforms to choose from—demand-side platform, supply-side platform, ad server, and Cortex CMS system—Vistar has built the world’s largest marketplace for OOH transactions. Headquartered in New York, Vistar has a presence in 28 countries and is growing, working with hundreds of brand marketers and media owner networks to power an OOH that’s both timeless and future-proof. For more information, visit www.vistarmedia.com or follow us on LinkedIn and Twitter.
About PJX Media
Based in New York, NY, PJX Media is a technology-driven OOH agency. It partners with agencies and brands, providing them access to every format of OOH inventory (digital and traditional) across the US & globally. The company’s combination of expertise, technology and data-enabled solutions provides marketers with greater transparency and speed in planning and executing their OOH media campaigns while helping guide them through the entire OOH advertising process—from audience-based planning to production, proof of posting, reporting, and more—providing a seamless experience. For more information, visit www.pjxmedia.com or follow us on LinkedIn.
Read More: Lamar Advertising Company Selects Vistar Media to Power its US Digital Out-of-Home Billboard Network
Vistar Media Partners with PRODOOH to Bring Programmatic DOOH Advertising to Latin America
NEW YORK, April 16, 2024 — Vistar Media, the leading global provider of technology solutions for out-of-home (OOH) media, today announced a strategic partnership with PRODOOH, the first and largest programmatic OOH media company in Latin America, to bring Vistar’s advertising capabilities to the region. The PRODOOH team of local experts will leverage Vistar’s advanced technology solutions to develop programmatic OOH across Latin America, beginning in Mexico and Brazil, with plans to expand to Argentina, Chile, Colombia and Peru this spring.
Today, advertisers and media owners can benefit from the following Vistar platforms in Mexico and Brazil:
- Demand-side platform (DSP): Vistar’s DSP connects marketers to the largest network of ad space in digital out-of-home (DOOH). Built to power a programmatic DOOH ecosystem when Vistar first launched, today it’s used by marketers to plan campaigns that leverage hyper-contextual storytelling to capture a better kind of attention. With Vistar’s DSP, marketers across Latin America can now easily incorporate OOH into their omnichannel marketing strategies.
- Supply-side platform (SSP): Vistar’s SSP brings automation to physical ad space in order to make DOOH bidding and buying more efficient to marketers at scale. This connects media owners in Latin America to demand around the world through Vistar’s extensive network of buyers across North America, Europe and Asia Pacific.
“Teaming up with PRODOOH to bring OOH solutions to Latin America is an exciting stepping stone for Vistar in our broader global expansion plans,” said Eugenie Chen, SVP, Strategy & Partnerships at Vistar Media. “Our goal at Vistar is simple – help marketers leverage OOH’s unique ability to motivate and delight, while giving media owners the tools they need to manage their OOH inventory networks efficiently. This partnership aims to do just that, and we couldn’t be more excited to extend our global demand into Latin America, while offering advertising partners around the world more opportunities to reach their audiences in this growing market.”
“We understand there’s a greater need to drive growth of the OOH category across Latin America, and an opportunity to inform buyers and media owners of the immense potential programmatic technology can bring to this channel,” said Roberto L’hopital, CEO & Co-Founder at PRODOOH. “With that, it’s become crucial to align ourselves with partners who embody a shared vision for what OOH can do for advertisers, both locally and globally, and how media owners can benefit from opening up their unique inventory to more demand. We bring our partners a deep understanding of the advertising market in Latin America, while Vistar offers us an arsenal of tools and expertise designed to help brands and media owners get the best out of the channel – from campaign strategy to execution to ROI. I can’t think of a better partner than Vistar to embark on this journey with, and look forward to seeing what our two companies accomplish together as we aim to further the adoption of programmatic OOH across Latin America.”
“For us at JCDecaux, it is important to always be at the forefront of the OOH industry, constantly seeking to generate greater value for our clients. Part of this commitment includes forging new synergies that contribute to and enhance the entire experience of advertising in outdoor media. That is why we are deeply excited to announce the successful integration with Vistar Media through PRODOOH, providing greater flexibility and optimization for advertisers, as well as access to the highest quality digital inventory in the country,” said Fernando Garduño, Head of Programmatic at JCDecaux.
Read More: Vistar Media Partners with Starlite Media to Manage Its CMS, Ad Server and SSP
“Vistar and PRODOOH’s partnership has unlocked a whole new world of demand for us, and a seamless, central way to extend our premium inventory across campaigns both locally and around the world,” said Tony Azuri, CEO of Out of Home Digital (formerly known as Screencast). “Not only are we no longer limited to advertisers local to Latin America, but our robust inventory network is now connected to demand from global buyers who value pushing boundaries when it comes to their OOH campaigns – from dynamic capabilities, flexible buying experiences, and advanced targeting and measurement solutions – that ultimately deliver stronger, more impactful campaigns across our screens.”
Outdoor ad spend in Latin America is expected to increase to $1.59 billion USD in 2024, demonstrating that more advertisers are recognizing the value OOH media can bring to their wider marketing plans. With programmatic DOOH specifically, advertisers can tap into a new world of benefits at ease – from enhanced audience targeting, higher brand exposure, fast campaign activations, increased flexibility, evidence-based measurement and more.
Reach out today to learn more about Vistar’s partnership with PRODOOH, and how to take advantage of programmatic DOOH in an upcoming campaign.
About Vistar Media
Vistar Media is the home of out-of-home – providing brands, marketers and media owners with the world’s first truly intelligent platform for buying and selling OOH. Vistar hosts the world’s most extensive digital out-of-home inventory globally, offering the scale, data and expertise that allow brands to capture a better kind of attention. With a full suite of platforms to choose from – demand-side platform, supply-side platform, ad server and Cortex CMS system – Vistar has built the world’s largest marketplace for OOH transactions. Headquartered in New York, Vistar has a presence in more than 20 countries, working with hundreds of brand marketers and media owner networks to power an OOH that’s both timeless and future-proof. For more information, visit www.vistarmedia.com or follow us on LinkedIn and Facebook.
About PRODOOH
PRODOOH is the first automated digital out-of-home (DOOH) buying platform in Latin America with the largest network of digital screens and the most precise segmentation for over 10 years. This allows advertisers to target specific audiences, utilizing data and technology to optimize advertising campaigns in real time. We offer access to the highest advertising demand, with global operations, dynamic creatives, personalized support, and our own programming team. We have available inventory with a network of over 700,000 screens worldwide and partnerships with major media owners. PRODOOH is a leading platform in the DOOH advertising industry in LATAM and recently expanded to the United States and Europe.
For more information visit: https://prodooh.com/# or follow us on Linkedln.
UM and FP7 McCann KSA Unveil a Regional-First Campaign for Diriyah Season
April 2024, Riyadh, KSA: UM and FP7 McCann KSA have joined forces with Diriyah Season to pioneer a groundbreaking regional-first campaign, utilizing TikTok OOP, straight from the heart of the Kingdom.
Leveraging the TikTok OOP solution, the campaign featured a season-long series of cultural activations, where the dynamic synergy of TikTok and out-of-home advertising (OOH) highlighted the essence of Diriyah and its profound significance to the Saudi population.
Turning the Saudi TikTok community into billboard stars, renowned creators captured their Diriyah Season experiences. These moments were then shared across prominent OOH screens in Riyadh, inviting the public to join in the celebration and share their own Diriyah experiences.
Since its launch, the campaign has garnered significant attention and engagement, showcasing hundreds of individuals and various experiences from Diriyah Season across strategically located OOH screens in Riyadh, including prominent locations like Riyadh Boulevard and City.
Read More: UM MENAT Strengthens Leadership Team with Two Key Appointments
Here’s what they said
Commenting on the collaboration, President of Diriyah Season and Group CEO of Diriyah Gate Development Authority, Jerry Inzerillo, said
“In collaboration with UM and FP7 McCann KSA, we’ve embarked on an exhilarating journey to redefine the essence of Diriyah Season through our latest campaign utilizing TikTok OOP. This innovative fusion of tradition and technology not only captures the spirit of our heritage but also showcases the vibrancy of our modern-day celebrations. It’s a testament to the harmonious collaboration between multiple teams, all working tirelessly to ensure that our campaign stays true to the heart of Diriyah while highlighting the myriad exciting experiences within Diriyah Seasons. This initiative exemplifies the ingenuity and dedication that drives our efforts to continuously elevate the cultural landscape of Saudi Arabia.”
Commenting on the impact of the campaign, Nadeem Ibrahim, Head of Digital, UM KSA, said,
“With a brand as significant as a Giga project in Saudi Arabia, we embraced the challenge set by the client to craft a groundbreaking media first. TikTok OOP was the perfect fit for us. What better way than to make people in Riyadh billboard famous? The campaign sparked conversations across Riyadh, solidifying the enduring presence of Diriyah Seasons, while fundamentally reshaping our approach to audience engagement. By seamlessly integrating the influence of digital platforms with the expansive reach of out-of-home advertising, this initiative highlights the transformative potential of innovative collaborations in shaping brand experiences and captivating audiences in novel and
captivating ways.”
Echoing this sentiment, Mohammed Bahmishan, CEO of FP7 McCann KSA, added,
“Diriyah Season embodies a truly unique brand – it’s the birthplace of the people, for the people, and represents their experiences. We needed to break away from conventional mass brand advertising and find a creative solution that truly resonated with the brand’s essence. It wasn’t a straightforward brief, but we met it head-on with an amazing synergy of creativity, media, and technology. It’s a genuinely authentic and people-owned celebration and cultural experience for the Saudi people.”
Diriyah Season offers a captivating array of events and experiences designed to bring to life the living heritage of Diriyah – ’The City of Earth’, and the birthplace of the Kingdom of Saudi Arabia. The Season will offer visitors an unrivalled authentic experience that combines arts and culture, live performance, and experiential experiences to showcase nearly six hundred years of history and heritage in a compelling and entertaining way.
Diriyah Season aims to entertain visitors’ cultural curiosity by curating a calendar of events offering something for everyone including the return of ‘Layali Diriyah’, immersive art installations and exhibitions, stellar culinary experiences, and outdoor activities such as horseback riding, camping, and stargazing.
Read More: UM Announces the Appointment of Hani Dajani as General Manager, KSA
Nielsen Announces Expansion of National Out-of-Home (OOH) Panel
Nielsen has announced that its National TV out-of-home (OOH) panel will be expanded. It will include all TV households in the United States. This project is a significant step toward accurate viewership measurement. It attempts to document out-of-home viewing behaviors for every TV household in the United States.
Nielsen has been capturing OOH viewings for nearly a decade
Nielsen has been recording viewings in public spaces such as restaurants, hotels, bars, and airports for almost ten years. The company has provided metrics for audiences who are not at home, using its own Portable People Meter (PPM) Wearables technology. This allows clients to monitor viewership consumption irrespective of platform, screen, or location. Except for Alaska and Hawaii, Nielsen’s OOH coverage will increase from 65% to 100% by adding more residents to the PPM Wearables footprint.
Nielsen went on to emphasize that gaining access to this viewership is essential for television genres that people frequently watch together. It includes events like sporting events, which are becoming one of the most popular live television programming genres. According to company data, American sports fans watched games from the top five sports leagues for an astounding 1.7 trillion minutes outside of their homes in 2023.
Read More: Perion Acquires DOOH Platform Hivestack for USD $100 Million
Streaming TV Consumption Habits and OOH
As people’s consumption of streaming TV increases – to 36% of total television usage by December 2023, according to Nielsen’s The Gauge, the relevance of measuring live sports and other “appointment” viewing on both linear and streaming platforms grows. There is an increasing need to measure this audience as streaming services get more involved in the live sports market. The impact data from the expanded panel is expected to be delivered by Nielsen in Q4 2024. It happens to fall around Super Bowl LIX. This initiative provides advertisers and broadcasters with insightful data across all viewing environments. Moreover, it marks a significant step towards a more comprehensive understanding of TV viewership. Nielsen is the only measurement company in a position to effectively address the growing demand and competition for limited sports programming.
Here’s what they said
Deirdre Thomas, Chief Product Officer, Audience Measurement at Nielsen said,
Nielsen is highly focused on innovating in order to better serve our clients and ensure our measurement accounts for the full landscape of television consumption. We understand how important it is for our clients to be able to have the most complete picture of the audience, especially for special events like the Super Bowl.
Paul Ballew, chief data and analytics officer of the NFL added,
We are appreciative of Nielsen’s efforts to make out-of-home measurement more complete, providing a much clearer picture of the true audience for all television viewing and especially sports viewership. For years we have been consistent in our belief that major sports events, like the upcoming Super Bowl LVIII, are often viewed with family and friends in large gatherings and this expanded out-of-home viewership will be crucial to measuring those events.
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Al Arabia Secures AED 522 Million Rights to Operate Outdoor Billboards in Dubai
Arabian Contracting Services Co. of Saudi Arabia has announced that its UAE subsidiary, Al Arabia OOH Digital Company, has been granted rights to operate outdoor billboards in Dubai. The Road and Transport Authority of Dubai has awarded the company a contract. The AED 522.84 million ($142 million) contract covers the installation, upkeep, and management of billboards for advertising in several locations throughout Dubai.
Al Arabia signs a 10-year contract with RTA
Al Arabia has been permitted by Dubai’s Road and Transport Authority (RTA) to erect, run, and maintain outdoor billboards for 10 years and five months. This also covers the time needed for digital and static billboard preparation. By taking this action, Arabian Contracting Services Co. hopes to reach a wider audience geographically. Moreover, it looks to finish building out its network in Al Arabia, and offer unique digital advertising solutions to a range of clientele. Additionally, the project strengthens the company’s position in the Middle East’s outdoor advertising market.
Read More: Perion Acquires DOOH Platform Hivestack for USD $100 million
Outdoor Billboard Inventory
Al Arabia claims that this action has also been taken to increase and preserve its dominant position. Furthermore, this will also fortify its market share locally and regionally. The agreement covers 294 billboards in strategic locations throughout the Emirate of Dubai. Shiekh Rashid Al Maktoum Road, Al Khail Road, Umm Suquim Road, and Al Khawaneej Street are among the places where these can be found. 209 of these are static billboards, and the remaining 85 are digital. These billboards are static, but they can be changed into dynamic digital displays. They come in different sizes and types. Among them are:
- 143 Megacom-style billboards, comprising 80 static and 63 digital billboards
- 18 Unipole-style billboards, comprising 6 static and 12 digital billboards.
- 23 Bridge banner-style billboards, comprising 13 static and 10 digital billboards
- 110 stationary lamppost-style billboards.
Outdoor Advertising in Dubai
A preparation period is also included in the contract’s duration. It includes up to 31 days for static billboards and 182 days for digital billboards. Al Arabia OOH Digital Company, an Emirati company, was established to award the contract. The announcement coincides with the company’s announcement earlier this month. It unveiled a new $114 million project to erect, run, and maintain billboard advertisements on building facades in multiple Riyadh City locations. Al Arabia Out of Home Advertising Company owns 60% of the business in a joint venture with Mawaqie for Advertising Company, a Saudi company, which owns 10%, and an Emirati partner, which owns 30%.
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TransUnion Announces Partnership with AdQuick to Boost OOH Advertising
TransUnion announced an alliance between its marketing solutions division, TruAudience, and top out-of-home (OOH) advertising platform AdQuick. By integrating with TruAudience’s consumer insights platform and curated audience taxonomy, the partnership improves AdQuick’s offerings and empowers advertisers to plan, carry out, and purchase OOH as a component of comprehensive omnichannel campaigns.
Benefits of TransUnion’s identity-based consumer insights for OOH planning
- Audience-based planning: AdQuick’s advertisers can plan their out-of-home (OOH) investments in conjunction with all other channels, such as connected TV, display, and video, by utilizing the TruAudience consumer insights modules specifically designed for digital out-of-home planners.
- Audience Information for Organizing and Managing Campaigns: Through AdQuick’s third-party data marketplace, clients can access additional third-party audiences in addition to TruAudience’s taxonomy.
With an end-to-end solution suite that integrates identity resolution and enrichment, consumer and media insights, data onboarding, omnichannel targeting, marketing mix modeling, and marketing attribution for brands, agencies, publishers, and technology providers, TruAudience, TransUnion’s marketing solutions business, transforms marketing and media effectiveness.
Here’s what they said
Jason Kunkel-de Cesero, Vice President, Demand & Analytics Partnerships, AdQuick said,
OOH has mass reach, is brand safe, and is highly viewable. But historically it’s been planned, executed, and measured separately from other channels, which has resulted in brands chronically underinvesting in OOH. Our partnership with TransUnion will showcase the important role that OOH plays in driving outcomes, and help shift more advertiser dollars to OOH tactics.
Julie Clark, SVP, of Media & Entertainment, at TransUnion added,
As the media ecosystem becomes increasingly fragmented, marketers must maximize their targeted audience reach with optimal frequency, and OOH is an underutilized channel in achieving those goals. We’re excited to provide the insights and audiences to help AdQuick clients utilize OOH to its fullest extent as a meaningful part of their omnichannel performance marketing plans.
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Billups Expands OOH Dominance with OOH Labs Acquisition
The independent science-driven media agency OOH Labs was acquired by Billups, a global provider of managed services and Out-of-Home (OOH) technologies. It is run by OOH specialists and backed by data. Through the merger, both organizations’ clients will have a wider geographic presence throughout North America. Moreover, it seeks to grant access to Billups’ proprietary measurement and attribution tools as well as improved programmatic capabilities. Given their same ideals and customer-focused philosophy, the two businesses are more aligned than just geographically. Billups is now the biggest OOH technology and managed services provider in North America as a result of the acquisition. Additionally, it reaffirms its dedication to Out-Of-Home advertising industry innovation and global expansion.
Progress and Proficiency
OOH Labs was established in 2020. Since then, it has expanded quickly into the Canadian market and developed a unique niche for itself in the regional out-of-home market. The organization, which has headquarters in Toronto and Montreal, is run by a group of seasoned experts with a range of expertise in media ownership, agency operations, and client services. Billups and OOH Labs partnership’s goal is to increase the OOH industry’s expenditure share and provide clients with measurable business results.
Promoting breakthroughs in Out-Of-Home advertising
The acquisition expands the market for Billups’ unique measurement and attribution solutions and establishes the company as the biggest OOH technology and managed services supplier in North America. It also includes 15 nations in Southeast Asia, EMEA, and North America. Billups’ acquisition of OOH Labs comes after it recently acquired Malaysia-based TAC Media, indicating its continued dedication to growing its worldwide footprint and creating innovative OOH solutions.
To sum up, the purchase of Billups’ OOH Labs represents a noteworthy advancement in the OOH sector. Customers will be able to access advanced measurement and attribution solutions, as well as enhanced programmatic products, thanks to the combined companies’ increased reach and capabilities. Together, the businesses will increase their market knowledge, reach, and capacity to provide Out-of-Home advertising solutions that are both automated and measurable.
Read More: Moving Walls Teams Up with Place Exchange for Global DOOH Inventory
The Effect of the Acquisition on New Enterprises
The purchase of OOH Labs by Billups may have a big impact on start-up companies. This calculated move gives Billups access to cutting-edge measurement and attribution tools, improves its programmatic skills, and broadens its reach throughout North America. The acquisition may create fresh growth opportunities for startups, particularly those in the Out-of-Home sector. Billups and OOH Labs’ combined resources and experience could propel the creation of innovative Out-of-Home solutions and give start-up companies the means to execute successful OOH advertising campaigns. In the Out-of-Home sector, new companies might obtain a competitive advantage.
Here’s what they said
Billups co-founder Benjamin Billups said,
The decision to unite with OOH Labs goes beyond expanding our geographical footprint; it’s about aligning with a team that shares our values and client-focused approach. Kevin’s unwavering dedication to his team and clients’ success is inspiring and truly commendable. This alliance signifies a melding of expertise and ethos, promising enhanced innovation and comprehensive solutions tailored to the distinct needs of our diverse clientele across North America. It is a very natural alignment for us.
Kevin McDonald, chief executive officer and founder of Agency X, the former parent company of OOH Labs added,
I couldn’t be more excited to join forces with Billups. Through our countless discussions, it is clear that Billups’ culture, entrepreneurial spirit and passion for the OOH space align perfectly with ours. I look forward to our two organizations collaborating to elevate the share of spend in the OOH industry.
David Krupp, global CEO of Billups commented,
We have admired OOH Labs for some time and after getting to know Kevin and his incredible team, we knew we found the right partner to advance Billups’ foothold in North America. Joining our companies will amplify our collective reach, enhance our market intelligence, and drive tangible business outcomes for our clients.
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Loop Media-Microsoft Advertising Forge New CTV OOH Inventory Category
Microsoft Advertising and Loop Media, a provider of free ad-supported TV content, have teamed together to develop a new advertising inventory for SSP collaboration. Loop Media is a provider of digital video content with over 2 billion video views every month via eateries, shops, workplaces, medical facilities, airports, clubs, and colleges. In a pioneering arrangement in the SSP format, Loop Media and Microsoft Advertising will give marketers and demand-side platforms (DSPs) fresh distribution segments from which they may access and obtain Loop Media’s promotional engagements. Digital Out of Home (DOOH) and CTV (Connected TV) are the company’s key offerings on DSPs and SSPs (supply-side platforms). All prospective buyers of DOOH marketing will have access to Loop Media through the new category CTV Out of Home that was created as a result of this agreement. Buyers wanting to investigate ads on CTV OOH service networks will be among them.
Advertisers Rejoice
Through this strategic partnership with Loop Media, Microsoft Advertising seeks to grow its advertising business. It aims to give its advertisers access to the exposure and reach of Loop Media. This cooperation will also open up fresh options for marketers to efficiently and effectively interact with their target audiences.
Advertisers will have access to cutting-edge tools with the development of this brand-new sort of advertising inventory, the CTV OOH. They will be able to effectively connect with and interact with the demographics they want. The collaboration benefits both businesses and will increase Loop Media’s visibility in the constantly changing market.
Loop Media and Microsoft Advertising have paved a revolutionary ad landscape. The launch of CTV OOH under the aegis of the SSP partnership helps advertisers to precisely accomplish their marketing objectives. It has paved the way for a promising future by increasing market potential and improving client outreach with this agreement. Loop Media and Microsoft Advertising have created a game-changing advertising landscape by working together. The roll-out of CTV OOH under the SSP partnership framework gives marketers more freedom to precisely accomplish their marketing goals.
Read More: Connected TV Explained: The Essential Glossary Of CTV
And what they said
Bob Gruters, Chief Revenue Officer for Loop Media stated,
With this new category, Loop Media may be seen and purchased by an expanded group of advertisers in the marketplace. My team and I have been working diligently to get Loop Media positioned well across all revenue advertising categories including Microsoft Advertising’s CTV Out of Home category.
Erik Zamkoff, Microsoft Advertising associate director of Marketplace Development said,
We are pleased to launch our new CTV-OOH library on the Microsoft Advertising platform which provides a path for clients to buy CTV-OOH supply in the proper context with clear labeling in our new venue category packages. We are thrilled to feature Loop CTV-OOH supply in our new venue category packages.
About Loop Media
Loop Media, INC. is a market leader in digital out-of-home (DOOH), television, and digital signage. Through its Loop TV Service, it assists businesses in optimizing campaigns on various platforms by offering free music videos, news, sports, and entertainment channels. Loop Media has a license to stream music videos to companies in the United States using its patented Loop Player. Millions of users access its digital content at DOOH locations every day across the U.S. They include office buildings, retail enterprises, bars/restaurants, university campuses, TV platforms, airports, and local gas stations. It is the most comprehensive and important inventory of short-form entertainment.
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Dentsu partners with Moving Walls to bring accountable DOOH advertising to Africa
Moving Walls has teamed up with Dentsu Africa, a global digital marketing and communications company, to create an advanced Out-of-Home (OOH) advertising technology platform for various markets in Africa. This new partnership will provide a full-stack solution for OOH advertising, using innovative technology to help brands reach their target audiences in an effective and accountable way.
Through this partnership, Dentsu Africa is launching a DOOH tech solution that is powered by Moving Walls. The solution includes a supply-side platform that consolidates OOH inventory information and provides advanced inventory and campaign management tools to media owners. Advertisers, on the other hand, will have access to advanced DOOH activation and measurement capabilities through a single platform. The solution is launching in three of the biggest African markets, with pilot campaigns already in place for some of the top brands.
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Statista estimates ad spending in the OOH advertising segment in Africa to reach US$198.00m in 2023. The OOH advertising industry in Africa is growing and attracting a relatively higher percentage share of advertising compared to other regions, with studies suggesting it accounts for 13% of advertising revenue in most key African markets. The continent’s large and growing population, fast-growing middle class, and young population make it an attractive market for businesses and brands. OOH spending has continued to grow, with the rise of digital screens in shopping malls, airports, and residential areas.
Alex Tutu, Regional Director at Dentsu Location Services said,
With their global scale and platforms that address the entire ecosystem, Moving Walls is the ideal partner to launch these new DOOH capabilities for our region. It is especially important that this is a tech solution that allows for flexible customizations for the different markets we are launching in.
Srikanth Ramachandran, Founder and Group CEO of Moving Walls added that such a partnership is ideal to quickly scale solutions to a region where OOH remains fragmented.
Our platforms have been battle-tested in regions where even neighboring countries have vastly different OOH ecosystems. By launching this solution with Dentsu, some of the largest advertisers across Africa will be able to transform how they run OOH advertising.
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