Do posters still work? Nick Parker on board at VIOOH. 8500 7-11 screens. A weekly recap of the top OOH stories you may have missed, along with colorful commentary from BB for the week ending July 13, 2024.
1. 8,500+ C-StoreTV Screens To Vengo
Vengo, a place-based tech and sales platform, has an exclusive media partnership with C-StoreTV, national network of 8,500 screens located in 7-Eleven stores. 7-Eleven has more traffic than any other convenience store chain in the United States. The audited network reaches around 5 Billion visits each year.
C-StoreTV is available programmatically on all major SSPs.
B.B.’s Take: 7-Eleven. Who doesn’t shop a 7-Eleven at least once a week? Congrats to Vengo on the partnership win.
2. Does it Work as a Poster?
An old video snippet from a Gannet Outdoor (now OUTFRONT) learning module asks, ‘Does it Work as a Poster?’
The video discussed creating effective poster design. Today, we would like to revisit the question, ‘Does the poster still work?’ Is it still an effective medium? How successful are posters? Are they lagging behind in sales, occupancy, and revenue?
B.B.’s Take: From the looks of posters on the street, the format is struggling. It’s not just the open space, the poor condition of the faces and advertisers but the actual advertisers are a clear giveaway to the status of the OOH poster. A certain class of advertiser who traditionally could not afford to advertise on a poster can afford to now. How does that happen? Lower rates forced by low demand to fill the space and the need to make budgets. Posters are struggling.
3. Nick Parker, A Highly Regarded Figure Of OOH, Joins VIOOH, The Leading Premium Global DOOH Supply-Side Platform
VIOOH, a global DOOH supply-side platform, announced that Nick Parker has been appointed Board Member and non-executive Chair of VIOOH, starting in September.
Parker is known globally in the OOH industry and once worked at WPP. He has been part of the growth and evolution of OOH media over the last 25 years. At WPP, Parker made OOH more accessible to advertisers and pioneered Kinetic in its transition into programmatic trading.
B.B.’s Take: I just met the guy at the OAAA conference in Carlsbad. Seems like a nice enough guy. Making VIOOH and programmatic successful? This pioneer from WPP has a monumental task before him. We wish Nick Parker well.