IAB Australia’s DOOH Council has elected Michael Whiteside, QMS national sales director, advanced trading and Jacqueline Ingram, national head of client development advanced DOOH at WPP Media as council co-chairs. They replace Brad Palmer of JC Decaux and James Lambert of WPP Media who have been co-chairs for the last two years.
The IAB Australia DOOH Council brings together representatives from 22 organisations across media owners, agencies and ad tech, reflecting the breadth of the Australian digital out-of-home ecosystem. It provides strong, practical output and collaboration for the industry, helping drive the growth of programmatic DOOH as part of a more connected, data-driven media ecosystem.
“The DOOH Council has worked hard to support the development of a cohesive, scalable market that supports commercial growth and it will remain incredibly important in the industry’s next phase of growth. I’d like to thank outgoing co-chairs James and Brad for their hard work and contributions to the Council, and welcome incoming chairs Jacqueline and Michael, who bring with them an excellent balance of publisher and agency perspectives,” commented Gai Le Roy, CEO of IAB Australia.
“Launched in 2019 in response to the growth of Australia’s DOOH market, the IAB DOOH Council has increasingly identified Programmatic DOOH as a growth driver thanks to the versatility it brings to the broader OOH landscape. Building on the continued advocacy of Brad Palmer and James Lambert, we’re committed to collectively expanding its application by demonstrating cost-benefit value across the entire ecosystem. Our goal is to drive effective and responsible adoption, aligned with the progress seen in US and EU markets,” said Whiteside.
“I’m honoured to be appointed as co-chair of the IAB Australia DOOH Working Group alongside my fellow co-chair. A huge thank you to the outgoing co-chairs, James Lambert and Brad Palmer, for the outstanding work they’ve done helping shape and grow the group to date,” added Ingram.
“By building on their strong foundations, we can navigate the challenges ahead and unlock the significant growth opportunity in front of the OOH industry. With continued innovation and a focus on education and measurement, we can help accelerate the channel’s evolution and future growth.”
DOOH has become a key channel within the broader digital advertising mix following another year of continued strong growth and the industry focus on programmatic. Adoption is deepening according to IAB Australia’s Attitudes to Programmatic DOOH research completed last year which found that 69 per cent of agencies who use programmatic DOOH consider it a significant or regularly used part of their activity, highlighting its shift from testing phase to core media planning consideration.
Over the last twelve months the DOOH Council has developed a range of resources including an updated Programmatic DOOH Buyer’s Guide, conducting the fourth wave of Attitudes to Programmatic DOOH research, and delivered a local DSP Reporting Matrix to support consistency and transparency. The Council also provided support for ongoing market education, with 1,000+ industry professionals completing the Foundations of Programmatic DOOH course and co-delivered the Powering DOOH industry events in Sydney and Melbourne in partnership with the Outdoor Media Association.
IAB Australia’s DOOH Council members include JCDecaux, Blis, Broadsign, Cartology, Enigma Communication, Google, Perion, Howatson+Co, Jolt Charge, MiQ, OMA, oOh!media, QMS, Scentre Group,Lumos, The Trade Desk, Thorndyke, Tonic Media Network, Val Morgan Outdoor, Veridooh, VIOOH, Vistar Media, WPP Media and Yahoo.
