DPAA Publishes Programmatic Standards for Digital Out-of-Home Media

Benefits Buyers and Sellers by Expanding Opportunities for Targeting and Transacting.

Creative & Technical Specs Work Led by Prohaska Consulting and Published after Thorough Review by Market and Stakeholders. 

NEW YORK, April 10, 2017– The Digital Place Based Advertising Association (DPAA) has released programmatic standards for the digital out-of-home (DOOH) industry, as part of an ongoing process to facilitate DOOH transactions.

The standards will benefit all stakeholders – buyers, sellers, brands and the ad-tech community – by expanding opportunities for buyers to target audiences and purchase DOOH media programmatically. They have been produced in coordination with DPAA companies, with leadership provided by Prohaska Consulting and published on the DPAA’s website. The standards have been reviewed by Demand-Side Platforms (DSPs) and media owners.

Barry Frey, DPAA president & CEO, said, “In recent years, our annual survey of media planners consistently has shown that programmatic availability will lead to higher levels of spending on DOOH media, which is not surprising since programmatic boosts targeting ability, efficiency, speed of transaction and ROI. These standards put DOOH in a leading position for programmatic adoption, providing exciting opportunities and enabling broad-based compliance that even television and radio have not yet achieved.”

Frey said that many of DPAA’s members already comply with the standards. This positions DSPs well to put this new functionality to work for their clients and their increasing DOOH budgets. Continue reading

Moscow: the 7th «Digital Signage – no alternative!» conference, now part of the Russian Retail Week

The 7th international conference «Digital Signage – no alternative!» will take place on June 8 at the Moscow World Trade center. This year, for the first time, the conference will be held in a new format, at the marketing section of Russian Retail Week.

The business conference will be accompanied by an exhibition of digital signage solutions The exhibition is part of the Russian Retail Week program that will last from June 6 to June 8.

The Russian Retail Week is an annual event focusing on industry analysis, major trends and solutions.

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New Ocean Outdoor study shows DOOH is a medium that agencies trust

Automated new technologies like Vehicle Recognition and its play-out reports have boosted trust among media agencies in digital out of home as a reliable, transparent and powerful advertising channel.

According to an industry study published by premium out of home owner Ocean Outdoor, digital out of home (DOOH) advertising continues to outstrip mobile and video on demand as the channel with the greatest growth potential.


Ocean conducted its second annual survey of senior managers in media agencies and specialists to assess the role of DOOH in the current media landscape and identify the impact of new research, data and trading initiatives.

Key findings from the study reveal:

  • DOOH maintains its lead as the media channel with the biggest growth potential, scoring 88 per cent compared to mobile (70 per cent) and video on demand (64 per cent) and leading every other media channel;
  • DOOH is perceived as a being more tech savvy (83 per cent) and a better creative channel (83 per cent) compared to mobile (which scores 42 per cent for creativity) and online (which scores 47 per cent for creativity);
  • Digital out of home also scores higher than any other media channel for offering dynamic (94 per cent, up from 83 per cent year on year), exciting (70 per cent, up from 69 per cent year on year) and modern (87 per cent, up from 82 per cent year on year) advertising environments.

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Magnetic 3D makes content “literally float in front of displays”, without the need for glasses

By Mel Stott, contributor for DPAA.

New York-based Magnetic 3D is one of the newest members if Digital Place Based Advertising Association’s (DPAA). Magnetic 3D is a leading provider of glasses-free 3D solutions for the professional display market. The company’s products increase customer engagement and are proven to elevate sales through more effective advertising and marketing campaigns with immersive 3D content.

The company has had success across retail and events, and recently announced the launch of a new immersive and experiential platform that adds another dimension to digital out of home campaigns. A complete media kit on the company can be requested here.

Mel Stott chatted with Tom Zerega, Magnetic 3D’s Founder & Chief Executive Officer.

Tom Zerega

When people think about 3D video screens they usually think about wearing cumbersome glasses. Your 3D screens are glasses-free. How do you accomplish this?

 It’s magic of course!

Just kidding, our Enabl3D™ technology works by adding a proprietary lens to the front of a flat panel display which essentially means the TV wears the glasses instead of the viewer.

There are some other workflow tricks of course on the software and content production side which we do internally or in partnership with agencies.

It’s important to note that after we add the lens all content is not instantly 3D (though that would be magic).  Instead, we take 2D or 3D content and repurpose it, or convert it into our glasses-free, very high fidelity 3D format that ensures everyone has a great experience, from the client to the customer.

The result is captivating 3D content that literally floats in front of and into the display.

magnetic-3d-renderings-1 Continue reading

DOOH audience analytics provider AdMobilize grew business by 2500% in 2016, has over 100 clients in 50 countries

By Mel Stott, contributor for DPAA.

One of the Digital Place Based Advertising Association’s (DPAA) newest members is AdMobilize, which joined the association this fall. AdMobilize provides the digital out-of-home and retail industries with a turnkey and scalable software and hardware platform that includes audience measurement; facial detection and recognition; vehicle detection and recognition; gesture recognition; people counting; demographic analysis including age, gender, emotion; dwell time, and more.

Rodolfo Saccoman, CEO & Co-Founder of the company, told us more in a recent interview.

Tell us a bit about what AdMobilize does.

AdMobilize is a machine intelligence company making sense of the physical world. The company’s mission is to connect the physical world to the online grid by utilizing pioneering computer vision and artificial intelligence technology. We were born in 2012 to solve this problem for the OOH and DOOH industries.

Over the past 11 months we have seen first-hand a shift in the industry, and to our surprise, our 2016 growth has been about 2,500% over last year. Based on our internal forecasting methodology, our models suggest 2017 will be the year the entire industry will awaken to the power of machine intelligence.

In essence, AdMobilize makes any asset instantly smart, including static inventory. Our analytics platform and infrastructure is holistic, thus it encapsulates people, crowds, and vehicles. We can use your existing cameras and players or our patented “plug & measure” solutions, including the AdBeacon Computer Vision Camera optimized for street-level assets.

Complete installation of the AdBeacon Camera takes less than a minute to set-up and the camera takes 10 anonymous pictures per second; all while running and processing our proprietary machine-learning algorithms in real-time to an intuitive dashboard.


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Industry experts launch voodooh, a specialist digital out-of-home production and consultancy company

A team of the digital out-of-home industry’s leading experts have formed voodooh, an independently owned digital out-of-home production and consultancy company specialising in unlocking the intelligent content, delivery and operational capabilities and opportunities within the digital out-of-home space.

Conceived as an impartial resource for advertisers, creatives, media owners, agencies, specialists and system integrators, voodooh brings unique skillsets and a combined experience of 40 years from within the world’s largest outdoor media owners.  The team will collaborate with partners to develop and execute dynamic, creative campaigns that utilise the powerful engagement possibilities of digital out-of-home with innovative solutions that are both cost-effective and easy to implement at scale.

voodooh’s leadership team includes:


Founder, Keith Nilsen, has been involved in the digital out-of-home industry since its infancy and has worked in a variety of operational and creative roles for Clear Channel UK, Grand Visual, JCDecaux and most recently as Head of Digital & Creative for Clear Channel International.  Following a brief from Ogilvy in 2009, Keith pioneered the concept of dynamic content in digital out-of-home, working with partners to develop and deliver the world’s first vehicle recognition campaign for Castrol Oil. He has gone on to help deliver other notable campaigns and tech installations including Mini Not Normal, and the JCD Waterloo Motion.  Continue reading

DPAA member profile: mobile and DOOH ad platform Vistar Media

A DPAA-sponsored feature.

By Mel Stout.

In our ongoing series of exclusive interviews with senior execs of recent new members of the Digital Place Based Advertising Association (DPAA), we chat with Michael Provenzano, CEO & Co-Founder of Vistar Media.

Tell us about your geospatial technology and how it is used to gain insights into consumer behavior.

Vistar has built the first data agnostic system for defining audiences based on location, and analyzing the movement patterns of these audiences. We use aggregated consumer data to predict the affinity or the probability of a certain type of behavior in a certain area at a certain time. For example, we might ask, in this area of Manhattan over these four blocks, what is the probability of encountering someone who gets coffee at Starbucks every afternoon, between 3 and 6 p.m.? It’s about leveraging consumer mobility data to understand patterns and even connect these patterns with other data sets like purchase data, demographics, etc.

How do media owners, agencies and brands utilize your data?

Today, when marketers think of location data it often revolves around using location as a way to describe an individual consumer. For Vistar, we came from the very opposite side of the spectrum in looking for a way to help marketers use massive location datasets to reach the right audiences utilizing a one-to-many medium (out-of-home).

We are creatures of habit in daily behaviors so our software is looking for these consumer movement patterns. It is from this geospatial analysis that we gain insights and targeting parameters for OOH media campaigns.

On the flip side, the same movement datasets can be used to measure the success of a campaign whether the KPI is foot traffic, sales lift or even upper funnel brand awareness metrics.

Michael Provenzano, CEO & Co-Founder of Vistar Media

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UK adspend posts a record 5.2% growth in first half of 2016; DOOH up 28.9%

London, 25th October 2016: The UK’s authoritative advertising statistics, released today by the Advertising Association/Warc, show that UK advertising expenditure posted 5.2% growth in H1 2016 despite economic uncertainty before the EU referendum. The growth rate was 0.4 percentage points ahead of forecast, with adspend reaching a record £9,999m in total for the first six months of the year.

Growth in internet adspend was particularly strong, increasing 16.9% to reach £4,777m in H1. Within this category, mobile spend grew 52.6% to £1,723m – and for the first time mobile now accounts for over half of all online display adspend in the UK.

Digital formats continue to thrive across all media, with online video adspend increasing by 66.4%, to £252m, while native advertising spend also grew 29.9% to £451m in H1. Digital out of home increased 28.9% in H1 to reach £176m, taking out of home’s total spend to £511m.

In light of the data, full year growth forecasts for 2016 have been revised up 1.0pp to 5.2%. However the forecast for 2017 has been downgraded by half a point to 3.3%, as the impacts of the EU referendum result begin to unfold.

Tim Lefroy, Chief Executive at the Advertising Association said:

“Investment in UK advertising remains strong this year, and the trend towards digital and mobile continues – but the medium term is more complex. The Government should avoid any regulatory uncertainty that might affect advertising’s stimulus to the economy.” Continue reading

DOOH world beware: another patent owner wants to claim your money

I received this “press release” by email from David Sitbon, who is CEO and owner of a company named u-see2, according to this web site: http://u-see2.com/new/.

It struck me as odd, in many respects. I frankly have no idea what to make of it and I did not feel like digging deeper, since it’s not my field of expertise.

I post the doc as it was sent to me, without any edits:

“”Most of the US Dooh In-store vendors are using my patents. They will be asked to pay royalties for it, soon”.

This was said by Mr. David Sitbon,  a businessman who owns  a Dooh company called U-see2

The main patents is called “Advertising method and system with use of multi-screened computer monitor units” . The patent seems to claim that royalties are entitled for playing ads on almost any retail screen based on the service desks, facing customers.

Mr. Sitbon told us that the patent is valid to any counter screen (POS or other), playing Ads or promotions on screens located between the person who gives the service, to the person who gets the service (QSR, POS promo screens, Bank counters, etc) .  

“After few years of waiting and learning the US Dooh market”,  says Mr. David Sitbon, the owner of U-see2 , “we are currently choosing our local US partners, and getting ready to claim our rights, starting early 2017”.

A quick search over Google indicates that Mr. Sitbon has at least 10 additional Dooh patents.

The Most of his relevant  Dooh patent is called System & Method for Digital Multi- Lateral proofreading  during meeting.   . Either way, the 2 leading patents (which are mentioned above) are due to expire only on 2028, thus it seems he’s expected to play a significant role in the Global Dooh market in the coming years.” 

When I asked Mr. Sitbon’s representative, Avihai Michaeli, if they were aware of what the industry’s stance towards patent trolls was, he sent me the following (posted as is): Continue reading

Digital Signage Federation and DSF Europe start collaborating

Warrenton, VA – The Digital Signage Federation® (DSF), the independent not-for-profit trade organization serving the digital signage industry and DSF Europe, an independent affiliate of the Digital Signage Federation, have started collaborating.

As originally stated, DSF Europe maintains its own budget and annual agenda, participates in worldwide event and initiative planning, and has a seat on the DSF Board of Directors.

The continued expectation is that by providing a higher geographic profile and broader accessibility, the relationship will help attract DSF membership and participation in both North America and Europe where many multi-national companies already do business. At the same time it provides a greater opportunity to provide education, professional development and programming support for those organizations seeking to invest in or become more active in the digital signage sector.

Initially, collaboration efforts will include:
• Extension of DSF benefits to DSF Europe Members, including; discounts, certification, DSE benefits, member only access
• Access to the Business Climate Index model for the North American market
• Monthly Hangout series will feature more panelists from DSF Europe to provide an additional perspective
• More exchange of case studies between the DSF and our European partners Continue reading