August 12, 2021

How WA health insurer HBF is using digital out-of-home to grow 84 per cent YOY on the east coast – and why programmatic DOOH’s time has come

32 minutes

Digital out-of-home is powering massive east coast growth for WA-based health insurer HBF following a series of campaigns that include JCDecaux’s digital assets. “Our national growth is at plus 55 per cent… [but] 84 per cent increase year-on-year on the east coast,” Head of Marketing Louise Ardagh says. The programmatic out-of-home (pDOOH) sector is starting to motor, says JCDecaux ANZ CEO Steve O’Connor. The firm will make five per cent of digital revenue from programmatic this year and aims to triple that by 2023. A quarter of Australian media agencies have tried programmatic OOH this year alone – and it’s on the cusp of hockey stick growth, per the IAB. “It’s not just experimentation, it’s embedded into their plans for the next couple of years,” says IAB CEO Gai Le Roy. JCDecaux Executive GM of Revenue and Strategy Operations, Cassandra Cameron, says value and speed are key factors in moving the needle: “We’ve been able to get campaigns live in as little as two hours from briefing.”

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