Mabin departs, Media Plan Optimization, OOH attention metrics, NPARALLEL+Atomic Props, and a 3D falcon takes flight on 3D DOOH screens. A weekly recap of the top OOH stories you may have missed and colorful commentary from BB for the week ending October 5, 2024.
1. Geopath Looking Ahead as Mabin Departs
This week was Dylan Mabin’s last day as President of Geopath. He dedicated over 16 years of service to the organization. Geopath is still working on identifying a replacement. The Board of Directors Search Committee has developed criteria for the search.
In the interim, Wyse Advisors, LLC will continue managing Geopath’s 2024 commitments, complete the 2025 budget, provide day-to-day leadership, and support a smooth transition to new leadership once it’s found.
Rob Peterson, Managing Director with Wyse Advisors, will continue working with Geopath’s Senior Leadership Team to deliver on the organization’s objectives and goals through year-end.
B.B.’s Take: Dylan Mabin is officially out at Geopath, though disputably, was he ever really given a serious opportunity from the start? From the delayed appointment as ‘Acting President’, recall it took 120 days for ‘the Board’ to figure that one out as Mabin was named ‘Acting President’ in late September of 2021. Then fast forward to May 2022, nearly a year transpired before ‘the Board’ determined Mabin should have the ‘Acting’ adjective removed and was named ‘President’. And now 2 years later and ….
I am not going to drag this out. Let’s just end this ‘Take’ by concluding; it’s time for a new Board. A completely ‘new Board’? Certainly those 11 from the OOH Media Companies should consider resigning. I say that with respect to those who have served, many of them are friends and close acquaintances. Time for accountability of ‘the Board’. New blood and replaced without the same exiting Board members’ companies, but new people and new companies. When the past two presidents ‘fail’ in such a short period of time between their respective tenures, it’s a hiring issue. ‘The Board’ should be examined and take responsibility.
2.Webinar: Media Plan Optimization Through Incremental Increases In OOH
Brands don’t need to make drastic changes to their overall budget allocations to get great results.
OAAA’s MMM/Attribution Working Group Co-Chair & GroupM’s Karin Baatsch-Deboulet, OAAA’s SVP Steve Nicklin, and Benchmarketing ’s senior leaders will review their latest analysis on media plan optimization in this webinar. The webinar will be on October 16, 2024 at 11:00AM Eastern Time.
The new Benchmarking study shows that applying small strategic increases in OOH spending can help brands achieve near-optimal total media plan performance. Register to learn how reallocating the budget to OOH can boost ROI and improve brand perception.
B.B.’s Take: This is an assertion which has been argued, studied, analyzed and ‘proven’ since the days when I started in the Industry nearly 100 years ago. OK, only 45 years. This is nothing new. It has been a presentation talking point and overhead projector bullet point before Power Point was invented. Yep that long ago.
But I plan to attend. And why? Because it is a valid fact which should be shared in every new business presentation. Maybe the language has changed, maybe there is stronger evidence. Regardless, it is a given, which if you sell, plan or place OOH, you should be keenly tuned to. See you there.
3.billups Brings Attention Metrics to Out-of-Home
billups, an Out-of-Home (OOH) managed services agency introduced a new way to measure how well OOH ads capture people’s attention. The goal is to help advertisers choose the best locations and designs for their ads.
Their AI-powered tool, the Billups Analytics™ Attention Dashboard, assesses the quality of OOH impressions by analyzing site-specific factors that affect how easily people notice and remember ads. It also considers things like audience demographics, how fast people or vehicles are moving near the ad, and how long they’re in the area.
The tool assigns an “attention score” to ads, showing which ones perform better at grabbing attention compared to others in the same market. Billups also uses AI to break down how different elements of an ad draw attention, helping marketers fine-tune their designs for maximum impact.
B.B.’s Take: This is long over due. Though it sounds very much like what System1 and JCDecaux have been doing for sometime. We have been featuring the highlighted results in a monthly feature produced by System1 called OOH of the Month.
We hope to be provided a demo of the Billups Analytic Attention Dashboard and given insights to the products make up and output. We will let you know if and when we do.
4.NParallel-ed Experiences: Behind the Atomic Props Acquisition
Nearly two weeks ago, NParallel announced its acquisition of Atomic Props and Effects LTD. The companies have merged and rebranded their website and social media as NParallel + Atomic Props to signify the change.
Together, NParallel and Atomic Props provide full experiential marketing solutions, pairing strategy, design, and fabrication with cutting-edge technology and craftsmanship. By merging NParallel’s strength in experiential design with Atomic Props’ legacy of innovative prop creation, the newly integrated team is uniquely positioned to transform creative visions into measurable realities, delivering more immersive, emotionally intelligent, and engaging experiences.
B.B.’s Take: We look forward to continued success for Atomic Prop and their Industry leading work for OOH.
5. oOh!media and ANZ Falcon take flight with Australia’s largest 3D Out of Home campaign
An ANZ Falcon takes flight in an unprecedented nationwide multi-format digital execution. oOh!media launched the Falcon into flight for Australia’s largest ever 3D Out of Home (OOH) campaign.
The ad runs across more than 2,100 full-motion digital screens in five environments – Retail, Rail, Fly, Office, and Study. This is the first mass reach, scalable 3D DOOH campaign anywhere in Australia. Scalable 3D OOH executions leverage depth and full motion to drive creative impact, higher engagement, brand reputation and consideration compared to other OOH formats.
B.B.’s Take: What stands out about this particular 3D execution is it ran across 2,100 full motion digital screens. To date, I have not heard of 3D creative hitting anywhere near this large number of screens. BCN Visuals, being one of the leaders in the field, has got it right; 3D Anamorphic out of home (OOH) design is coming very much into its own.
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