Page 15 - AdNews Magazine May-June 2022

Agenda
SOT negotiated (more than the standard 10%) plus the impact that we know digital signs have (due to the new metric, the Neuro Impact Factor) is a killer combo to drive a business result, and Move 2.0 in 2023 will even further hone our ability to understand the most effective ways to use the channel.
“The buzz around programmatic outdoor continues into 2022, with many hoping that this is it’s year. My view on this is mixed. While I am excited for the prospect of what this means theoretically for the industry and our clients, I believe the offering at this point is under-cooked, and in a lot of cases is not representative of a true programmatic marketplace.
“Sellers are still controlling the inventory and setting the price. Data capability is improving, but not quite there yet. In my mind, this is a wait and see. There are some no-brainer use cases, don’t get me wrong... but it’s not a silver bullet.”
Luke Sullivan, CEO Sandbox Media: “Outdoor will continue to grow share. You can see many of the outdoor suppliers have been smart in COVID periods by investing in their inventory. It’s not just with the refine- ment and improvement of the screens and panels, but also with technol- ogy and capabilities, research, accountability and service levels. There is no doubt the majority of clients like the medium and understand what it can provide to a campaign.
“Ultimately, it’s about buying where the audiences are and as people are steadily enticed back into workplaces and get back to travel, the outdoor sector is in a good place to capitalise.”
Steve Fagan, director, Media Republic: “The positive signs are that most sectors in out-of-home are back to pre-COVID levels, unsurprisingly office tower media continues to struggle until there are greater numbers of workers returning to the CBD and surrounding office spaces.
“Weekly data shows the population is back out and about 96% of the 2019 average and 103% of the ‘new normal’ as of the end of March. With this con- fidence I would suspect that buyers and clients will reallocate budgets back to out-of-home media and that market share gain will grow in proportion.”
Media industry analyst Steve Allen, director of strategy and research at independent media agency Pearman, says the recovery of outdoor is a slightly vexed subject. Some components in the OOH mix are dragging their heels, including street (retail), sports stadiums, location networks, those which rely on foot traffic/attendance.
Initially, numbers are being fueled by pent up demand released with the lifting of restrictions.
“Working from home, now and in the longer term, is certain to signif- icantly affect consumer movement, by a large margin, and thus the cur- rency which supports the pricing of street furniture.”
“We predict the future will be programmatic digital outdoor.” Melissa Hey, OMD
OMA’s Light up the Dawn with the RSL. QMS with 7 Eleven.
Michael Mellington, head of media partnerships Melbourne, UM: “Audiences are bouncing back and revenue isn’t far behind.
“COVID, however, didn’t stop the industry making some major move- ments with key contracts like Sydney Trains and City of Sydney changing hands and most recently Alliance coming to market. So while revenue and audience growth will surely continue, it's anyone’s guess who is going to come out on top.
“Digitisation of outdoor assets has been one of the biggest growth factors for the channel and with that came an investment in data, research, architecturally designed sites and long-awaited improve- ments to MOVE measurement. The need for data has accelerated the conversation on targeting and addressable deployment.
“Addressable data-lead deploy- ment opens the opportunity to move away from proxy-based inference planning to persistent
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