OFA Marketing Production: doohfa

The Australian Business Award for Marketing Innovation recognises leading marketing products and services that provide innovative solutions for new and existing market needs.

[testimonials design=”classic” backgroundcolor=”” textcolor=”” random=”” class=”” id=””][testimonial name=”Neice Waddington, doohfa Product Director” avatar=”none” image=”” image_border_radius=”” company=”OFA Marketing Production” link=”” target=”_blank”]“Technical complexity is a key challenge for delivering dynamic creative content to digital screens. Each DOOH network may be using one of over 170 different technology solutions. And that’s only one piece of the puzzle when bringing together marketers, digital out-of-home networks and social media apps.”

“By developing doohfa, we have made the delivery of DOOH content simple, clever and cost effective. It’s wonderful to have the value that doohfa brings to the out-of-home industry recognised by being awarded 2016 ABA100 Winner across three categories.”

“The awards also recognise doohfa’s own transformation from our first iteration as a simple web form into a robust proven product. We have a clear vision for doohfa – to be a global leader in DOOH creative content delivery.”[/testimonial][/testimonials][separator style_type=”none” top_margin=”10″ bottom_margin=”10″ sep_color=”” border_size=”” icon=”” icon_circle=”” icon_circle_color=”” width=”” alignment=”center” class=”” id=””]

Launched officially in 2014, doohfa was designed by marketing production agency OFA to enable advertisers to dynamically update a branded layout with text and images for sharing to digital out-of-home billboards and screens.

OFA designed doohfa to solve identified issues in the area of digital out-of-home advertising, such as technical complexities, whilst providing added functionality in terms of dynamic content marketing. Challenged with balancing simplification and automation, OFA designed doohfa to require no coding, provide cloud-access from any web browser and to be device agnostic for any digital-out-of-home media player. The system aims to build on existing capabilities within client’s networks, with the belief that the shorter the leap for networks and brands to take, the more comfortably they are in doing so.

In essence, doohfa allows brands and networks to update and change the content displayed on digital-out-of-home advertising platforms while they are being displayed. The result is an experience that’s intended to be highly customizable and engaging whilst minimising technical requirements. To do this, doohfa provides clients with a form system that’s accessible through a web browser, allowing clients to book campaigns easily and maintain control over their branding. Custom templates are included that provide clients with as much, or as little, control over their branding as they want – with an understanding that brand integrity is of the utmost importance to marketers.

A ‘what you see is what you get’ preview system is designed to give clients a picture of exactly what is being delivered and seen on all digital-out-of-home networks at once. In addition, doohfa is developed to streamline creative development by centralising production, which aims to reduce production costs by sharing creative across networks. Doohfa’s production process also aims to have a super fast turn around so campaigns can be live in a matter of minutes.

In recognition of the development of doohfa, OFA Marketing Production have been awarded with a Product Innovation Award in the Australian Business Award 2016.

The Australian Business Awards are the regional chapter of an integrated, hierarchical leadership program conducted on a national and international level. Eligible organisations from each region are invited to participate in the international chapter of the program at The World Business Awards. Conducted annually and currently in the second year of its international launch, The World Business Awards seeks to engage with the world’s business, innovation and technology leaders through a global recognition and knowledge building initiative that is underpinned by the program’s established framework. The program engages with organisations worldwide to benchmark the full spectrum of their products, services and initiatives and to review their business performance. The cycle culminates in the recognition and celebration of organisations that implement world-class business initiatives and industry leading products and services on a prominent and far-reaching scale. All entries must be entered in the regional chapter where the organisation is based.

Organisational participation includes private companies, publicly listed companies, multinational subsidiaries, not-for-profit organisations, non-government organisations, educational institutions, franchise systems, partnerships, government departments, government agencies, local government and statutory bodies operating in Australia.

Initiatives can include but are not limited to projects, programs, processes, systems, technologies, developments, ventures and undertakings.

Entries are assessed utilising a robust and dynamic framework to ensure that the assessment process is pertinent and objective. The World Business Awards Framework (WBA Framework) is utilised as a structured model of assessment that enables the participating organisations to be benchmarked against world class performance standards. The Framework consists of specialised assessment modules pertaining to the evaluation criteria for each of the award categories. The criteria and sub-criteria provide a robust set of requirements that are used as the methodology for benchmarking and learning among the participating organisations.

Organisations that participate are provided with the unique opportunity to benchmark themselves against the top performers globally. The recipients are acknowledged for their achievements and recognised as the elite of their industry earning a place amongst a distinguished group by having their products, projects, initiatives, contributions and achievements recognised on a prominent and far-reaching scale. The program provides the ultimate platform for building knowledge, increasing brand awareness, equity, loyalty and retention through increased exposure, recognition and prestige. This establishes a valuable resource that can be used extensively to create opportunities for publicity, positive organisational profiling and heightened brand awareness within the respective industries both nationally and internationally.

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