DailyDOOH

Orange 142, a division of Direct Digital Holdings (NASDAQ: DRCT) and a leader in digital marketing for mid-market brands, has released a guide demystifying foot traffic attribution, a fast-evolving capability that helps marketers connect digital ad exposure to real-world store visits.

With foot traffic rebounding across categories like grocery and retail, understanding how marketing drives in-store behavior has become more critical than ever.

“In an environment where every dollar of ad spend is scrutinized, foot traffic attribution gives marketers the confidence to link digital engagement to offline results,” said Lindsey Wilkes, SVP, Business Development at Orange 142. “This guide is designed to help brands future-proof their strategies by mastering both the challenges and opportunities of foot traffic measurement.”

Despite its promise, foot traffic attribution is not without complexity. The guide explores key challenges, including fragmented device data, evolving privacy regulations like CCPA and GDPR, and the technical limitations of geofencing accuracy in busy retail zones such as malls or shared shopping centers.

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Firefly, the leading provider in mobility-based out-of-home media, introduced its 3D creative capability for digital tops at this year’s OAAA Out of Home Media Conference.

Now available across Firefly’s premium digital top network, the 3D format transforms campaign creative into dimensional, moving storytelling – commanding attention from pedestrians and commuters alike. With dynamic depth, shadows, and movement, this new capability turns vehicles into kinetic art installations rolling through America’s busiest streets.

“Debuting our 3D creative at OAAA OOH Media Conference was intentional,” said Chris Polos, SVP of Sales & Operations at Firefly. “It’s the perfect environment to show the industry what’s possible when motion, scale, and creativity converge on street level.”

The new 3D format complements Firefly’s existing hologram capabilities, which project volumetric visuals above vehicles for a show-stopping effect. Together, these formats create a future-forward toolkit for brands aiming to stand out in the physical world and online.

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DPAA, the global trade marketing association, driving the growth and digitization of out-of-home media and retail media in the physical world, has announced an impressive list of leading brands and agencies joining DPAA members for a series of fireside chats and intimate meetings during the Cannes Lions Advertising Festival.

Speakers are C-levels, senior marketing and media leads from these organizations.

Mastercard
United Airlines
Beiersdorf
Verizon Wireless
Etsy
Marriott
Google
Assembly

Additional speakers will be announced.

“Our Cannes Curated Experience gets bigger every year,” said Barry Frey, President & CEO of DPAA. “The intimate nature of our firesides at Cannes allows for a lively interactive discussion with brands and agencies as well as all of our members in the room.”

Recognizing much of the business at Cannes is conducted after the DPAA daytime sessions, DPAA has put together a robust schedule of networking events that brings together media buyers, sellers and tech innovators.

Monday night sees the return of The Global OOH DPAA Kickoff Dinner at Fred l’Ecailler, known as the best seafood in Southern France. On Tuesday, DPAA and BackLite Media with Madhive welcome you to the Global DOOH Industry Cocktail Party. On Wednesday DPAA and IRCODE host a special evening aboard a yacht, berthed directly behind the Palais. On an as available basis, these networking events are open to DPAA Cannes attendees, members, brands, and media agencies.

For information about attending, accommodations, access to meetings, DPAA dinner and cocktail events, registration fees etc. contact Zach.Sherman@dpaaglobal.com.

Frasers Group has launched ELEVATE, a new retail media network powered by Frasers’ first-party data that helps brand partners connect with customers through highly personalised advertising.

In line with Frasers vision of building the planet’s most admired and compelling brand ecosystem, ELEVATE empowers brand partners to reach shoppers at key moments across the Group’s physical and digital touchpoints, including in-store, online and off-site locations.

With an audience of 30 million+ customers, spanning across the sports, premium and luxury sectors, Frasers’ retail media proposition might be the UK’s most comprehensive retail media offering from a multi-category retailer. ELEVATE offers an unmatched breadth of retailers, unique depth of audience understanding and a true full-funnel scale for brand partners across the Group’s physical and digital advertising estate of 750+ UK stores, 60+ Everlast Gyms locations, Frasers Group-owned shopping centres, national out-of-home advertising spaces and more.

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Doohlabs, a relatively new data-driven in-store retail media platform in the Nordics (founded in 2019) has announced that SPAR International has partnered with them in building a multi-market retail media ecosystem.

With over 13,900 stores in 48 countries, SPAR countries are increasingly focused on unlocking new revenue streams through retail media. SPAR International leads this development across markets and provides strategic services and support for country organizations.

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Readers should know by now that DSS Europe this year is a three-day learning and networking event (previous years have been two), which of course provides more opportunity to explore the critical issues, technologies, and trends shaping our industry.

The highly anticipated event, organised by invidis in partnership with Integrated Systems Events (ISE), will also be supported by Lenovo as Premium Event Partner, and M-Cube as Technology Partner, along with several other notable brands.

It’s poised to include the largest speaker line-up to date, as well as enhanced features and a variety of new experiences aimed at promoting networking, knowledge-sharing, and innovation.

Here’s a brief look at some of the workshop and conference innovations…

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DSS Europe is now a three-day learning and networking event, providing more opportunity to explore the critical issues, technologies, and trends shaping the industry. It takes place next week May 21-23 at (its usual location), the Hilton Munich Airport, Munich.

Also new this year is a number of ‘Power Breakfasts’ to help kick start the day: – 

Women’s Breakfast: Sponsored by Lenovo, the Women’s Breakfast will be held on the morning of Friday, 23 May. This session aims to empower women in digital signage and includes a presentation and panel discussion, followed by networking over breakfast. Advance registration is required. 

Regional Breakfasts: Sponsored by Phillips Professional Display Systems, Friday morning will also play host to two Regional Breakfasts: A French Market Breakfast in partnership with Club du Digital Media, and a DACH Market Breakfast powered by invidis Impact. Conducted in French and German respectively, both events require advance registration.

The Digital Signage Summit series was launched by invidis back in 2006 but since 2015, it has been a joint venture with Integrated Systems Events, the producers of ISE (Integrated Systems Europe).

There have been more than 60 Digital Signage Summits to date, held over the years in cities such as Amsterdam, Munich, New York, Orlando, Las Vegas, Dubai, Sao Paulo, Mexico City, and Bangkok but the big one each year, namely the Digital Signage Summit Europe is held in Munich, Germany and recognised as the world’s leading digital signage conference.

Good morning, everyone – and welcome to OAAA’s 2025 OOH Media Conference!

It’s great to be here with you all in Boston – a city where history, creativity, and innovation converge, just like out of home.

This iconic American metropolis sets the perfect stage for what promises to be an unforgettable gathering: a celebration of connection, collaboration, and inspiration.

With over 1100 attendees – and more brands and agencies represented than ever before… we are truly in the presence of the industry’s best and brightest.

Presence.

Let’s pause on that word for a moment, because it’s the theme of this year’s conference: The Power of Presence.

Presence isn’t just about showing up.

It’s about being seen. Being felt. Being influential. Physically, emotionally, symbolically, and culturally.

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MAGNA, the media intelligence unit within IPG Mediabrands, and GSTV have released a new research study entiotled ‘The Power of Video Everywhere’ which highlights how reaching consumers off the couch and outside the home can significantly influence purchase behavior.

By connecting with people at moments of active decision-making, advertisers can drive real action, particularly for brands in verticals like dining and retail seeking to attract customers to their physical locations.

With advertisers continuously seeking innovative ways to drive engagement, this study set out to measure the effectiveness of adding video on-the-go alongside programmatic connected TV (CTV) and programmatic online video. The research explored whether this multi-platform approach had the potential to build on brand storytelling to stimulate consumer actions and move brand KPIs for conversion and foot traffic.

The findings revealed that video on-the-go outperformed both CTV and online video, with +12% lift in driving incremental store visits compared to no impact from the other channels.

“Our research has identified an even more holistic media strategy for advertisers on TV/video formats,” said Kara Manatt, EVP, Intelligence Solutions, MAGNA. “We were able to show clear pathways for marketers to move beyond awareness and brand storytelling to action, bringing motivated customers to stores for purchases.”

The research included tests of advertising for one of the world’s largest casual dining brands and featured a new promotional campaign that was aired across all three media formats. Video on-the-go proved its effectiveness as both an independent driver of action and a performance amplifier of other channels, making it a key component of omnichannel strategies.

Key findings from the study include: –

• Video on-the-go generated a significant increase in restaurant visits, delivering a +12% lift in store foot traffic.
• The combination of video on-the-go with other media types amplified results.  While on their own, CTV and online video didn’t drive incremental restaurant visitation, in combination with video-on-the go, they drove a +22% and +27% lift, respectively.
• The brand’s success with video on-the-go is consistent with historical performance of the medium; 80% of dining advertisers see behavioral lift with GSTV, vs. 39% for TV and digital; benchmarks are similar for retail advertisers.
• Reaching consumers outside the home through video on-the-go was a highly effective tactic for generating incremental reach – 45% of viewers reached were incremental to the CTV/online video investment, and video on-the-go was +30% more efficient than CTV at delivering viewers

“The successful results highlight the power of Newtonian Advertising,” said Eric Z. Sherman, EVP, Insights & Analytics at GSTV. “Newton’s First Law states: ‘an object in motion stays in motion; an object at rest stays at rest, unless acted upon by an external force.’ Newtonian Advertising syncs with the consumer in motion, reaching them with video on-the-go and driving action with less force and more impact than ads delivered to consumers ‘at rest’ at home on the couch.”

These findings underscored the importance of reaching attentive audiences and leveraging their momentum through timely, integrated advertising moments as part of omnichannel media strategies. And this reinforced previous industry data that showed people spend on average 3.7x more on other purchases after fueling-up. This was consistent across verticals with 4x more at big box stores, 4.8x on groceries, and 5.3x more spend in QSR/dining establishments. Brands have the power to inspire consumers at multiple touchpoints and positively impact them at moments of active decision-making.

For more information and to access the full report, click here to visit the MAGNA Media Trials website.

Lamar Advertising, one of the largest outdoor advertising companies in the world, has selected Dolly Parton’s Imagination Library as its in-kind partner for 2025. Over the next 12 months, Lamar will donate more than two million dollars in digital out of home media to help the organization raise awareness of its mission, increase donations, and enroll new children.

Created in 1995 by Dolly Parton, who was inspired by her father’s illiteracy, the Imagination Library is a free book gifting program that sends high-quality, age-appropriate books to children from birth until they start school. The Imagination Library follows Boys & Girls Club last year and Make-A-Wish in 2023 as the latest non-profit selected by Lamar for its annual partnership program.

“For 30 years, Imagination Library has remained dedicated to inspiring a love of reading among children and giving the gift of literacy,” said Tracy Long, Director of Marketing, The Dollywood Foundation. “As we celebrate a milestone anniversary, we are excited to harness the power of Lamar’s billboard advertising network to raise greater awareness of our mission and drive support from parents and caregivers, community leaders, and partners. We are grateful to Lamar for their generosity and partnership.”

Since its founding, the Imagination Library has gifted over 270 million books to children around the world, and currently mails more than 3 million books per month to children in the U.S., Canada, the UK, Australia and Ireland. Today in the U.S., one in seven children under five years old receives books from the Imagination Library program. A flagship program of the Dollywood Foundation, the Imagination Library is funded by partners in the five countries where it operates, by Dolly Parton herself, and by individual and private donations.

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