Saturday, February 15, 2025

FRAMEN and VIOOH Partner to Expand Programmatic DOOH in Australia

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Digital signage provider FRAMEN has announced a partnership with VIOOH, a global digital out-of-home (DOOH) supply-side platform, to introduce programmatic digital advertising screens across coworking spaces in Australia. The first campaign, featuring Virgin Australia, was implemented in high-traffic locations in Brisbane, Sydney, Melbourne, and Perth.

DOOH’s Growing Role in Modern Advertising

Digital out-of-home advertising has experienced significant growth in Australia, now accounting for 65% of the country’s outdoor advertising revenue, according to PwC’s Global Entertainment & Media Outlook 2024-28. The shift to digital formats has allowed advertisers to engage audiences with more precision, using data to optimize campaign reach and effectiveness.

Studies have shown that incorporating DOOH into marketing campaigns can lead to tangible benefits. For example, Australian campaigns that include DOOH report a 30% increase in brand awareness and a 15% rise in purchase intent, as noted in a 2023 creative effectiveness study by oOh!Media. Additionally, global data reveals that 79% of consumers notice and remember place-based advertisements, while exposure to DOOH can drive a 5.5x increase in online searches for advertised brands (OAAA, 2023).

Expanding Programmatic DOOH in Australia

The collaboration between FRAMEN and VIOOH introduces advanced programmatic capabilities to Australia’s DOOH market. These solutions enable advertisers to target audiences based on demographics, time, and location, optimizing engagement and campaign performance.

“Our partnership with VIOOH marks an important step in FRAMEN’s growth,” said Dimitri Gartner, CEO of FRAMEN. “With our network spanning major cities like Brisbane, Sydney, Melbourne, and Perth, we aim to provide advertisers with effective ways to reach audiences in indoor environments such as coworking spaces, gyms, and hotels.”

Gavin Wilson, Chief Customer and Revenue Officer at VIOOH, highlighted the value of programmatic DOOH for marketers. “Australian advertisers are increasingly adopting data-driven strategies, with investment in programmatic DOOH expected to grow by 28% over the next 18 months. Our partnership with FRAMEN provides access to high-traffic locations, delivering precision and scalability for brands looking to enhance their presence.”

Virgin Australia Campaign

Virgin Australia was the first advertiser to utilize the new network, running a campaign to promote its Business Flyer program. The campaign targeted commuters and professionals with messaging displayed in prominent locations, ensuring high visibility and engagement.

FRAMEN’s partnership with VIOOH represents an expansion of its operations in the Australian market, focusing on growing its digital network and enhancing targeting tools to help advertisers connect with audiences in high-traffic locations.

For more info on FRAMEN visit: https://www.framen.com/
For more info on VIOOH visit: https://www.viooh.com/

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