In a significant development for Australia's digital out-of-home (DOOH) advertising sector, FRAMEN and VIOOH announced their partnership on December 17, 2024, three days ago. The collaboration introduces programmatic advertising screens across coworking spaces in major Australian metropolitan areas, marking a strategic expansion in the country's digital advertising infrastructure.
According to PwC's Global Entertainment & Media Outlook 2024-28, digital formats now account for 65% of all outdoor advertising revenue in Australia, highlighting the market's substantial shift toward digital platforms. The partnership's initial deployment encompasses Brisbane, Sydney, Perth, and Melbourne, with Virgin Australia serving as the inaugural advertising partner.
Data from oOh!Media's polygraph creative effectiveness study in 2023 demonstrates the measurable impact of DOOH advertising in the Australian market. Campaigns incorporating DOOH elements have shown increases of up to 30% in brand awareness metrics, while purchase intent has risen by approximately 15% when DOOH is integrated into broader media strategies.
The technical infrastructure of this deployment leverages VIOOH's supply-side platform, enabling real-time programmatic advertising capabilities. This system allows advertisers to target specific demographics through data-driven selection of screens based on location analytics and temporal factors. The technology stack facilitates integration with existing programmatic buying platforms, including the Yahoo DSP used in the Virgin Australia campaign.
Recent market analysis from the Out of Home Advertising Association of America (OAAA) reveals that place-based out-of-home advertisements achieve a 79% consumer notice and recall rate. The study further indicates that brands experience a 5.5-fold increase in online search activity following DOOH exposure, demonstrating the medium's impact on consumer behavior.
FRAMEN's European operations have provided quantifiable performance metrics. A case study involving Gustavo Gusto, a frozen pizza brand, reported a 62% increase in sales through campaigns utilizing FRAMEN's screen network, establishing a performance benchmark for the Australian expansion.
The deployment's technical specifications focus on high-traffic areas within professional environments. VIOOH's platform architecture enables advertisers to implement omnichannel strategies through programmatic buying capabilities, allowing for real-time optimization of campaign parameters.
Industry projections from VIOOH's State of the Nation report indicate that Australian marketers plan to increase their programmatic DOOH investments by an average of 28% over the next 18 months. This growth trajectory aligns with broader digital advertising trends in the Asia-Pacific region.
The Virgin Australia campaign, which promotes their Business Flyer product, represents the first large-scale implementation of this new advertising infrastructure. The campaign's deployment across multiple metropolitan areas demonstrates the network's capability to maintain consistent messaging across geographically dispersed locations while maintaining centralized campaign management.
FRAMEN's technological framework specifically targets indoor environments, including coworking spaces, hotels, and fitness facilities. This focused approach differs from traditional outdoor advertising by concentrating on professional and lifestyle-oriented locations where specific demographic segments spend significant time.
The partnership's impact extends beyond the Australian market, as it enables international advertisers to access these premium locations through programmatic channels. This capability facilitates the integration of Australian DOOH campaigns into global marketing strategies, potentially increasing foreign advertising investment in the Australian market.
Market analysts note that this development occurs during a period of significant growth in Australia's coworking sector, with major cities experiencing increased demand for flexible workplace solutions. This timing positions the new advertising network to capture attention from a growing professional audience base.
The technical implementation includes features for data collection and campaign performance analysis, enabling advertisers to measure reach and engagement metrics. This analytical capability addresses a historical challenge in outdoor advertising by providing quantifiable performance data for campaign optimization.
Looking ahead, both companies have indicated plans for network expansion, though specific details regarding future deployment locations and timeline remain undisclosed. The current implementation serves as a proof of concept for further development of programmatic DOOH advertising in the Australian market.