Sydney Airport Reappoints JCDecaux as Exclusive Media Partner
JCDecaux was reappointed by Sydney Airport as its exclusive media partner for the country’s top airport advertising contract after a demanding and competitive pitch procedure. The new contract is effective July 1 and extends until 2029. The media estate at Sydney Airport will be significantly upgraded, with an emphasis on the outer road network, parking lots, and terminals. The latter is done to optimize the potential of the Sydney Gateway Road project, which is set to open later this year.
JCDecaux retains Sydney Airport media tender
A 2000 square meter digital large format billboard and Giftbox, one of Australia’s largest billboards, are part of the airport’s media estate. The announcement and the debut of Sydney Airport’s Brand Connect platform are simultaneous. The transformation of Sydney Airport is still ongoing at both the international and domestic terminals. With the opening of Australia’s fastest-growing luxury retail district in the international terminal and a new department store offering streamlined check-in, security, and amenities across the domestic terminals, the airport has ushered in a new era of traveler experiences.
In collaboration with renowned architects Tzannes, JCDecaux will unveil a plethora of new iconic features, especially in the redesigned T1 international terminal. Additionally, there are plans to improve current assets, such as the digital large format sites that are a part of the St. Peter’s Interchange and the new Domestic Gateway. Sydney Airport will work with JCDecaux to leverage enhanced and new data capabilities.
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Sydney Airport and JCDecaux’s partnership and enhanced data capabilities
Sydney Airport and JCDecaux will work together to leverage new and enhanced data capabilities as part of their new partnership. Brands will be able to acquire more profound insights into their audience thus, giving them creative approaches to comprehend, target, and win over valuable customers. The fact that JCDecaux and Sydney Airport are still partners highlights the company’s strength in the trans-Tasman airport advertising market, which also includes Perth, Adelaide, Auckland, Christchurch, and Queenstown in its impressive portfolio.
JCDecaux is the preferred media partner for 153 major airports in 38 countries, including London Heathrow, Paris Charles-de-Gaulle, Dubai, Shanghai, Singapore, and LAX. For the first time, advertisers can now run multi-market programmatic campaigns across 15 of the busiest airports in the world, including Sydney Airport, thanks to JCDecaux’s introduction of its global programmatic airport solution this year. It gives advertisers and agencies access to more than 70 million passengers each month and more than two billion impressions from JCDecaux’s global network of more than 3,000 screens.
Read More: JCDecaux Announces the Launch of Global Airport Programmatic DOOH
Here’s what they said
Steve O’Connor, CEO of Australia and New Zealand, JCDecaux, said,
“Sydney Airport has set a bold and ambitious vision for the future. With passenger numbers expected to grow to over 50 million in the next three years, we are perfectly aligned to deliver the ongoing transformation of their international and domestic passenger experience. Retaining this contract solidifies our position as a leader in premium airport advertising both locally and globally. We can’t wait to continue our partnership and deliver our refreshed and remarkable offering to both Sydney Airport and the market.”
Sydney Group Executive – Commercial Mark Zaouk stated,
“We’re delighted to continue our strong partnership with JCDecaux, who share our vision to make Sydney Airport the premier airport media destination in the region. Our objectives were to reset our media portfolio and push the boundaries on what airport media could be – beyond traditional out-of-home advertising and into a more holistic suite of media opportunities across partnerships, activations, and sponsorships. We believe Sydney Airport offers one of the most compelling media propositions in Australia, with a unique ability to connect iconic brands with highly qualified, high-value audiences when they’re most engaged. Every year almost half of Australia’s international passengers land here and over the course of this agreement we expect to move beyond 50 million passengers annually, presenting an incredible opportunity for advertisers. Through the tender process we affirmed that JCDecaux are the right partner and the entire team here is excited and energised to be working with them to realise our ambitions.”
Jemma Enright, general manager – Airports ANZ at JCDecaux, commented,
“We are reinventing Sydney Airport for advertisers after extensive consultation with brands. Our focus isn’t just on delivering ads. We have developed more impactful ways to engage with travellers throughout their journey, and a new model to influence them at the right moment with the right experiences, creating meaningful interactions that drive results for brands.”
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Vistar Media Partners with Starlite Media to Manage Its CMS, Ad Server and SSP
The premier global supplier of technology solutions for out-of-home (OOH) media, Vistar Media, announced that Starlite Media, a high-end retail and digital out-of-home (DOOH) media network, has chosen to run its entire network on Vistar’s software. Through the expanded partnership, Vistar’s ad server, content management system (CMS), and supply side platform (SSP) will be used to seamlessly manage and operate Starlite’s inventory, unleashing its full potential.
Premium DOOH screens
Starlite’s network of over 500 high-end DOOH screens can be found in popular DMAs around the country and in busy shopping malls. Starlite will now leverage Vistar’s technological advantages to continue offering advertisers access to audiences at the point of purchase.
Ad Server
The Vistar Ad Server combines traditional loop-based and impression-based campaigns on one platform. Simultaneously, it automatically strikes a balance between all revenue streams, including programmatic, to guarantee Starlite fulfills its responsibilities and seizes all programmatic opportunities. Starlite is no longer concerned about missing out on demand or having to manually allot space for programmatic.
Cortex
Cortex is Vistar’s player software and device management platform. Vistar’s Ad Server can be seamlessly connected to Cortex. By using it, Starlite has simplified the process of onboarding new devices. Furthermore, it has greatly reduced the time and expense involved in expanding and managing their network.
SSP
Vistar’s SSP, which unites the biggest agencies, brands, and demand-side platforms (DSPs) to access its marketplace of DOOH inventory, is the biggest in the DOOH industry. Even though Starlite was already a partner with the SSP, using Vistar’s entire suite improves their relationship with the SSP. It will increase revenue, and make managing their programmatic business easier.
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Mediation
While maximizing Starlite’s yield, Mediation connects Starlite to all of the main DOOH SSPs. When a Starlite ad spot becomes available, mediation simultaneously makes it available to Vistar, Place Exchange, Hivestack, and Broadsign, with the highest-paying advertiser being selected. By doing this, Starlite is guaranteed the chance to monetize each ad space at the best rate.
Insights on the DOOH market
The DOOH advertising market is anticipated to generate $ 19.03 billion in revenue in 2024. The market is expected to grow at a compound annual growth rate (CAGR) of 5.54% from 2024 to 2028. It will translate into a projected market volume of $23.61 billion by that time. The channel is still growing. So media owners need to make sure they have the right digital infrastructure in place to run inspiring and engaging OOH campaigns that draw in advertisers and keep them coming back for more.
Here’s what they said
Eric Lamb, SVP, Enterprise Solutions at Vistar Media said,
“Starlite’s network is a gateway to a premium audience at the point of purchase. We are delighted to deepen our partnership, bringing better technology and enhanced value to Starlite and to their advertisers.”
Kevin Rodgers, Head of Sales at Starlite commented,
“Vistar Media was the clear, trusted choice as a technology partner to help us more efficiently reach consumers in out-of-home retail environments in our key markets. We have been a proud media owner partner of Vistar Media for some time now, and are delighted to migrate to using its entire suite of SaaS technology to more effectively extend our rapidly increasing digital signage network to buyers across the United States.”
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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.
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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.
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Multiply Group Acquires 100% of DOOH Advertising Company BackLite Media
Multiply Group, an Abu Dhabi-based holding company, has acquired 100% of BackLite Media, a leading Digital Out-Of-Home (DOOH) advertising company with assets in iconic locations in the UAE and projected revenues of AED 232 million in 2023, in a strategic move to increase its presence in the growing Out of Home (OOH) advertising market. The acquisition, which includes all of BackLite Media’s operational businesses, is a significant development in Multiply Group’s larger plan to strengthen and unite its media vertical.
Multiply Group Announces 100% Acquisition of BackLite Media
BackLited Media is one of the top media companies in the United Arab Emirates. It has a portfolio that includes 86% digital and 14% static advertising solutions. BackLite Media has secured prominent advertising locations. These include The Landmark Series along the famous Sheikh Zayed Road. Furthermore, it encompasses well-known malls, tourist attractions, and movie theaters like the Galleria Mall, Al Qana, Dubai Festival City, and more. This is possible through noteworthy partnerships, such as with the Roads and Transport Authority (RTA). With its wide audience, BackLite Media is positioned as a major player in the UAE media market.
Fostering Synergies
The acquisition emphasizes Multiply Group’s commitment to investing in successful businesses and fostering synergies. At the same time, it reflects perfectly completing the group’s current portfolio. It also includes Media 247 and Viola Communications. The Group’s calculated move into DOOH advertising is in line with current market trends and potential future expansion.
Programmatic transformation of DOOH in UAE
BackLite Media accelerated the programmatic transformation of DOOH in the UAE earlier this year. It partnered with multiple programmatic platforms, such as Place Exchange, AdForm, Hivestack, Vistar, and Google DV360. This increased the opportunities for DOOH to be incorporated into omnichannel marketing strategies. The acquisition has the potential to revolutionize the DOOH sector. It will bring cutting-edge and significant advertising solutions to the UAE and other regions.
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Here’s what they said
Samia Bouazza, Group CEO and Managing Director of Multiply Group, said,
“The full acquisition of BackLite Media is another strategic milestone in our journey to build an integrated multi-brand media powerhouse. This expansion underpins our commitment to driving shareholder value by creating long-term growth and further strengthening Multiply Media’s valuation as we continue readying the vertical for its eventual listing.”
Bengt Bendeus, Founder and Chairman of BackLite Media, noted
“We are pleased for the acquisition by Multiply Group, reflecting on the journey of BackLite from its founding in 1996 to becoming a key player in the UAE’s outdoor advertising sector. This success reflects persistent innovation, determination, and strong leadership from Dubai, RTA and Dubai Municipality. The acquisition marks a significant milestone, expected to enrich the business and advance the advertising landscape in the UAE and beyond.”
Jawad Hassan, Head of the Media and Communications vertical at Multiply Group, stated
“OOH advertising has evolved rapidly in the last few years in the UAE with a CAGR of 16% between 2020 to 2023, and BackLite has been at the very forefront, capitalizing on this growth. We believe that this acquisition will unlock immense value for Multiply Media as we continue consolidating premium media assets across the OOH sector. With BackLite’s robust market presence, prime locations, and exceptional team, together; we will deliver innovative and impactful advertising solutions in the UAE and beyond.”
Muhannad Al Ashram, Executive Director of BackLite Media, said,
“With the acquisition of BackLite Media by Multiply Group, we are witnessing a strategic alignment that is key to shaping the future of digital out-of-home advertising,”
James Bicknell, CEO of BackLite Media, added,
“This impending partnership with Multiply Group opens a new chapter for BackLite Media. We are thrilled to expand our capabilities and continue to lead in the DOOH advertising space with enhanced reach and resources.”
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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.
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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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Power Of Out-Of-Home Advertising In The Middle East And Road Ahead
OOH- Out-Of-Home Advertising is a media format that walks with you from the time you step out of the house.
Don’t you believe me?
Let’s take a quick walk from your apartment. There is a screen in your elevator or outside your apartment. In a few yards, you’ll see a lamppost or a mupi greeting you. Speeding along at 90km/hr, you will come across attractive signage. And they are everywhere on your visit to supermarkets or malls. OOH is by your side, anywhere and everywhere in UAE all through the day in formats to engage and impress you.
In the UAE, the world’s oldest form of promotion ‘ out-of-home ’ advertising has been evolving over the years. OOH advertising Middle-East still commands a lion’s share of the attention of the media mix. It stands on the tipping point between traditional and technological advancements. The proliferation of new technologies and changing consumer patterns have resulted in a paradigm shift. Before understanding the OOH advertising Middle-East market, let us comprehend the basic concept of Out-Of-Home advertising.
What is Out-Of-Home (OOH) Advertising?
In simple words it OOH Advertising means any visual advertising media that reaches consumers when they are outside of their homes. Outdoor advertising spaces would be lampposts, bridge banners, billboards, wrapping, and more. There is a rise of out-of-home in middle-east. It is not unusual to see huge hoardings in Dubai, bridge banners in Abu Dhabi along with the circuits of Mupis in Sharjah & the Northern Emirates. For those unfamiliar with market prices, there are many options at various price points – even among similar sites from different providers.
Interesting Read: JGroup and Blis To Partner For Exclusive Location-Based Advertising In MENA
Out Of Home (OOH) Advertising Middle East And Africa
Outdoor Advertising is the only traditional medium that has steadily grown for the past 10 years. According to PQ Media’s forecast,2020 was the most difficult year for the entire OOH media industry. The onset of a strong recovery, however, is evident this year, with global OOH revenues projected to increase 6.6% to $55.03 billion, followed by accelerating growth in 2022.
Why is this medium so appealing and sustainable? It tackles everything that’s considered a challenge in digital media.
An independent study by Nielson suggests OOH drives online activation. The same study further reveals that nearly five in 10 US adults are engaged on search engines alone when they encounter an outdoor ad. The engagement numbers are even higher on Facebook, Twitter, and Instagram.
Statista reveals in 2020, spending on OOH advertising in the Middle-East and Africa (MENA) region amounted to 233 million U.S. dollars. Outdoor advertising is relevant and important considering we live in a mobile economy today. It has the potential and power to create a great impact on the consumers. Consumers are more likely to click on a mobile ad after seeing the ad on OOH. Some more data to help you understand the role of OOH in a brand’s growth, market presence, and loyal customers.
- an average 71% share who said digital billboards stand out better than online ads
- an average 85% share of consumers who think out of home advertising is helpful
- an average 40% boost in effectiveness for digital search when paired with OOH
- an average of $3.79 sales ROI for retail companies per $1 spent on OOH advertising
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Industry Experts Speaks On the Biggest Challenges Faced By OOH Advertising Middle East
OOH’s reach and frequency make it a good medium for creating brand awareness and providing a call to action (CTA) with consumers. The hyper-local nature of OOH ads provides people with those “aha” moments. Consumers can recall the first time they saw a ‘special build’ on Sheikh Zayed Road? Or a unique hoarding at Al Kahil? Or a brand new automobile with headlights mounted on the unipole? Or Wrapping a bus on Abu Dhabi’s first transit media?
Unlike any other medium, OOH offers round-the-clock exposure and complete control of the advertising space. However, the OOH advertising Middle East industry faces multiple challenges which dampen future growth.
- There is no regulatory body for the OOH industry to resolve issues faced by the vendors which leads to unhealthy competition at times.
- Spiraling high rents by landlords in spite of softer demand and tight advertising budgets. Also, there is a mismatch in the demand-supply of locations.
- OOH is incapable of providing campaign-specific and every-moment ROI. It lacks advanced measurement tools compelling advertisers to shift to digital due to limited budget.
- Advertisers lose out on brand recall and awareness due to the transfer to digital as they look for value for money and not only impressions.
- Digitization is slow to catch in the OOH industry. MENA is trailing behind in technology and programmatic advancement compared to the international market.
“The main challenge the industry is facing is that it is still full of analogue options, which means any small mistake in or changes to the creative requires additional costs borne by the advertiser. A lack of digitalisation also means there aren’t a lot of things that advertisers can measure natively. At best, they receive a guesstimation of impressions. The other challenge is the fact that today’s consumer wants to see ads tailored to their interests.” -SAEED ALSHAMSI , Managing Partner, Lifeonscreen (OOH Guide 2019-20)
“There is a wrong perception that outdoor is competing with digital, and clients and agencies are focusing on programmatic planning via social media and online, and using OOH as a secondary medium to complement online.” – REHAN MERCHANT, Group CEO, Emirates Neon Group (OOH Guide 2019-20)
The Road Ahead
Amidst a fragmented media landscape, OOH is a relevant medium that has a wider reach and makes people stop-notice-think-buy. But what’s next for the OOH industry? Digital, Digital, and Digital.
OOH complements other media channels but DOOH is the ultimate. The OOH advertising Middle East industry is moving at a slow pace towards digitization but it will experience a revolution. In recent times, DOOH has taken off and cannot be easily avoided, skipped, or blocked, unlike online TV adverts. A large 3D illusion LED billboard to smart screens across the city with interactive elements like sensors, touch-sensitive links that play audio or video when touched, or facial recognition to customize content. It is necessary to develop standardized processes, measurement tools, and retargeting strategies to programmatically handle DOOH. Due to these robust technologies, OOH suppliers will better invest in resources and integrate these solutions as a part of their portfolios.
People are well on their way to embracing technology in media, and artificial intelligence with digital formats of real-time trading will have a positive impact on gaining traction. And what’s more, the transition from static to digital sites will continue
Interesting Read: All You Need To Know About The Rise Of DOOH Advertising!