Page 21 - AdNews Magazine May-June 2022

“Digital has unleashed the true power of OOH which now sees us collaborating with more clients and their agencies than ever before to find better ways to connect throughout all stages of their marketing purchase funnel.”
Paul Butler, managing director VMO (Val Morgan Outdoor): “Audience levels are back at pre-pandemic levels across VMO environments in all of our retail, petro & convenience, and health club locations and our revenue is trending in exactly the same direction.
“Although out-of-home audiences over the last years have been dis- rupted, the compelling advertising advantages of out-of-home stand strong. “As the last traditional mass reaching channel, out-of-home is now more important than ever for brands. With the continued evolution in screen technology (5G) and automated campaign deployment accelerating the speed to market with more dynamic creative and campaign flexibility,
we have every reason to expect this trend to continue.
“New measurement is imperative to the outdoor industry. MOVE 1.5 provides a much-needed quality measure of digital out-of-home screens and critically, it finally provides retail out-of-home buyers the ability to
evaluate campaigns using a common audience currency.
“With more dynamic creative opportunities on the horizon, and with header bidding going into beta testing this year, we expect programmatic will
continue to accelerate as more brands enter the space and under- stand the benefits of a programmatic buying approach as part of their overall out-of-home campaign. We’ve seen month of month growth across our programmatic cam- paigns, and we’re seeing more and more omnichannel campaigns with complementary audience targeting between out-of-home and online audience segment.”
Max Eburne, chief commercial officer, JCDecaux: “Out-of-home is undoubtedly in recovery phase as Australia re-opens for business including domestic and interna- tional travel resuming. This is being driven by two key factors.
“Firstly, and perhaps obvi- ously, out-of-home is getting its eyeballs back. Advertising always follows the audience and we’re seeing out-of-home demand rebound strongly as commuters return to road, rail, retail and travel. Secondly, out-of-home itself has evolved over the past two years of COVID disruption and comes back to the advertising table with heightened capabilities. Since 2020 JCDecaux has accelerated its digital growth and we now have 1450 digital assets across Australia.
“We also now have program- matic trading enabled across all four of our key asset categories: Airport, Railway, Street Furniture and Large Format, as well as form- ing partnerships with Adobe and Experian to drive audience and data capabilities.
“Many of JCDecaux’s clients have re-entered the market with a hybrid approach to out-of-home, using traditional real estate like buses for long-term branding mes- saging whilst leveraging the power of programmatic via digital assets to overlay more sophisticated audi- ence segmentation and targeted messages in real-time.
“Beyond 2022 I truly believe that we’ll enter a boom period driven by the new opportunities that digitisation and the continu- ous sophistication of out-of-home capabilities are bringing . JCDecaux has been able to use the last two years to re-examine and refine a raft of our capabilities and are now even more agile and cus- tomer experience focused.”
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