IAB Australia has appointed Michael Whiteside and Jacqueline Ingram as co-chairs of its Digital Out of Home (DOOH) Council, replacing Brad Palmer and James Lambert after two years in the role.
Whiteside is QMS National Sales Director, Advanced Trading, while Ingram is National Head of Client Development, Advanced DOOH at WPP Media.
The IAB Australia DOOH Council includes representatives from 22 organisations across media owners, agencies and ad tech companies, supporting collaboration and industry development.
Gai Le Roy, CEO of IAB Australia, said: “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.”
Gai Le Roy
Programmatic DOOH focus continues
Whiteside said: “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.”
Ingram added: “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.
“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.”
Adoption and industry resources
According to IAB Australia’s Attitudes to Programmatic DOOH research, 69% of agencies using programmatic DOOH consider it a significant or regularly used part of their activity.
Over the past 12 months, the DOOH Council has released an updated Programmatic DOOH Buyer’s Guide, conducted the fourth wave of its Attitudes to Programmatic DOOH research, and delivered a local DSP Reporting Matrix.
More than 1,000 industry professionals have completed the Foundations of Programmatic DOOH course, and the Council has co-delivered Powering DOOH events in Sydney and Melbourne with the Outdoor Media Association.
Main image: Michael Whiteside and Jacqueline Ingram