In response to the rapidly developing digital out of home marketplace, IAB New Zealand has announced the establishment of the Programmatic Digital Out of Home (pDOOH) Steering Committee.
“The purpose of the pDOOH Steering Committee is to accelerate the adoption and revenue growth of programmatic digital out of home in New Zealand, through a program of thought leadership, education, inspiration and awareness,” says Gill Stewart, CEO IAB New Zealand.
Chaired by Richard Pook (dentsu) and co-chaired by Jack Plowright (LUMO) and Simon Teagle (Go Media), the committee also includes other IAB New Zealand members JCDecaux, MediaWorks Outdoor, oOh! Media, Val Morgan Outdoor and Yahoo.
Pook says: “The opportunity for pDOOH in New Zealand is massive, but it’s very early days and most of the market is still getting to grips with the technology and use cases. The committee was established to assist buyers navigate this new and exciting way to buy digital out of home, and to ensure that the media and ad tech partners work together to make the experience as seamless as possible.”
The committee has three key objectives:
- To work together to address the challenges the industry faces and to fill the knowledge gaps.
- Demonstrate how pDOOH can enhance media planning and buying and deliver effective outcomes for advertisers.
- Build a coherent and transparent marketplace as the foundation for long term growth.
A programme of work is already well underway and will include more detail on the various measurement methodologies and concepts such as the Impression Multiplier; a technology and inventory landscape and Case Studies which show the role pDOOH can play. The Steering Committee will also update the IAB pDOOH Buyers’ Guide (currently accessible via the Member section of the IAB New Zealand website) as and when new content necessitates. An industry pDOOH ad-tech event is being planned, however due to Covid-19 restrictions the date is yet to be confirmed.
“The work undertaken by the IAB New Zealand and collective media teams has been outstanding. This is a positive step forward as the industry embraces pDOOH,” adds Mike Watkins, Country Head, JCDecaux and Chair, OOHMAA.