Recap of IAB and OMA Powering Digital Out of Home Conference

We are thrilled to reflect on the success of yesterday's Powering Digital Out of Home conference, held in collaboration with IAB . A heartfelt congratulations is in order for all the esteemed speakers and attendees whose contributions made this event a remarkable and enlightening experience. Here's a comprehensive overview of the key highlights:

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Sustainability Session

The discourse on sustainability underscored the importance for adopting eco-conscious practices in Out of Home advertising. With OOH emerging as a sustainable option for minimising carbon emissions, companies are urged to prioritise sustainable alternatives. By proactively managing energy consumption and leveraging green initiatives, businesses can not only reduce environmental impact but also enhance their brand reputation. Sustainability isn't just a choice; it's a strategic communication priority that offers tangible benefits to businesses and the environment alike.

Moderator: Alexandra Heaven

Panellists: Niki Banerjee Chris Greenwood Erin Koedam

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JCDecaux Programmatic DOOH Campaign of the Year

The prestigious Campaign of the Year award celebrated innovation in leveraging data and programmatic features in OOH advertising. The winner of this was the Guinness: Brewery of Meteorology campaign, which dynamically responded to weather conditions, when temperatures dropped to cold or very cold, city-specific weather triggered ads appeared, leveraging proximity data, panels near pubs directed customers inside to claim a free pint.

This collaborative endeavour yielded impressive results with 21 different dynamically optimised creatives encouraged registration using QR codes.

This included a substantial increase in revenue with 11.8M impressions across 2,748 placements, 15% increase in foot traffic to pubs, and 17% increase in brand engagement. The campaign's success serves as a testament to the potency of DOOH in capturing audience attention and driving meaningful interactions.

Speakers: Brad Palmer Elizabeth McIntyre Mark Ryan Paul Swann

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OOH Channel Value in the Omni Channel World

The evolving landscape of programmatic DOOH was explored, highlighting its growing prominence and versatility. Embracing programmatic OOH not only offers flexibility but also fosters the development of specialised skill sets essential for navigating the omnichannel advertising sphere. By recognising the inherent value of programmatic DOOH channels, stakeholders can catalyse the broader adoption of omnichannel strategies, driving enhanced campaign effectiveness and audience engagement.

Moderator: Georgina Fox

Panellists: Karen Homan, Head of Platform Strategy, Yahoo, Paige Wheaton James Lambert

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Virtual Keynote Speaker: Nick Parker Founder, Go2ooh Consultancy

Nick Parker's insightful keynote shed light on the exponential growth trajectory of Out of Home advertising. Distinguishing itself from online counterparts, DOOH capitalises on the collective engagement of multiple viewers, amplifying brand reach and impact. With Australia leading the charge in innovation and industry standards, the future of OOH promises continued growth and innovation.

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Agency Session

The session delved into the shifting dynamics of client preferences, with a notable uptick in programmatic DOOH adoption observed across the board. As clients increasingly embrace programmatic capabilities, the industry is witnessing a transformative shift towards data-driven strategies, underscoring the evolving nature of Out of Home advertising.

Moderator: Laura Wall

Panellists: Joanna Barnes Daniel Cutrone Michael Whiteside Katherine Pochroj

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The Powering Digital Out of Home event served as a catalyst for meaningful discourse and collaboration, illuminating the path forward for OOH advertising in an increasingly digital-centric landscape.