FEPE OOH News 11th October 2018

FEPE OOH News 11th October 2018



UK: JCDecaux wins Unibail-Rodamco-Westfield contract for the two largest UK shopping malls

JCDecaux S.A. has announced that it has won the contract for the in centre advertising at Westfield London and Westfield Stratford City, the premium retail, shopping and leisure destinations in London - ranked number one and two for mall retail spend in the UK. The contract follows a competitive tender and is for a term of 8.5 years.

JCDecaux will take over the contract in November and will manage internal advertising opportunities across the two malls, comprising 180 screens in a 100% digital environment.

With the addition of Westfield London and Westfield Stratford City, JCDecaux's portfolio will now cover all 25 of London's top retail zones (source CACI). Westfield London and Westfield Stratford City deliver 52 million digital weekly viewed impressions (source: Route 27).

Paul Buttigieg, Director of Commercial Partnerships, Shopping Centre Management, Unibail-Rodamco-Westfield, said: "JCDecaux's expertise in selling the London and international luxury audience means they are ideally placed to share our vision for the Westfield London and Westfield Stratford City advertising portfolio. JCDecaux brings the scale, digital expertise and data insight to understand our audience and to develop our offer further.  This partnership with JCDecaux will give advertisers a new opportunity to reach influential and affluent audiences at multiple touchpoints in London and will benefit Westfield shoppers with relevant and engaging advertising content on the screens."

Jean-François Decaux, Co-Chief Executive Officer of JCDecaux, said: "We are delighted to be working in partnership with Unibail-Rodamco-Westfield, the premier global developer and operator of flagship shopping destinations to develop advertising opportunities in their market-leading malls. This win cements JCDecaux's position as the number one in mall advertising in the UK and the leading provider of digital screens in all the major retail areas of London. Westfield centres offer a premium proposition with premium retailers and a premium audience and the new digital screens will make it a powerful proposition for advertisers and their brands."

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UK: The Drum Out Of Home Awards 2018 finalists announced

The finalists for The Drum Out of Home Awards 2018 have been revealed.

This year's judging panel had industry experts from Goodstuff, Leith, Yakult, Talon, Posterscope, Notonthehighstreet.com, WCRS, L'Oreal, Havas Media and Direct Line Group.

"The standard of the entries this year have been really good," said chair person Roy Shepherd, head of out-of-home at Goodstuff. "What we saw from the judging was a real difference between those how are real contenders in their category, the standard was high. But I did feel that there were missing entries within the middle ground. In future years, campaigns that fit within that centre ground having the confidence to enter the awards

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UK: Bag to the future - Ryanair's new baggage policy and the potential impact on advertising in the airport

The airport industry is constantly innovating and challenging convention. Ryanair – an airline that isn’t everyone’s cup of tea – is a hugely successful business and does more than anyone to sustain change and transformation.

In November 2016, Michael O’Leary declared that “in the next five to ten years the airfares on Ryanair will be free.” Those following O’Leary closely will know that he’s largely responsible for the aviation ancillary revenue movement of recent years. Ancillary revenue is a ‘revenue that is derived from goods or services other than a company’s primary product offering.’ In the airline industry, this is all non-ticket sources, such as baggage charges, on board sales, and credit card fees. In 2017 Ryanair’s revenue in this area was £2.3 billion, 28 per cent of its total revenue – and rising.

Since 2001, when O’Leary declared “The other airlines are asking how they can put up fares. We are asking how we could get rid of them.” Ryanair’s passenger numbers have grown from 8m to 120m per annum. This has been sustained, through often explosive growth, in a notoriously competitive marketplace.

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UK: SOREL Launches Weather Reactive DOOH Campaign

SOREL, the premium footwear brand is unveiling its autumn-winter collection with a weather reactive digital OOH campaign. The responsive campaign runs across city, roadside, and retail locations, including Westfield London and Manchester’s Arndale Center until 22nd October.

The campaign creative responds, and changes based on Met Office data, providing fresh, contextual style updates that are matched to real-time conditions at each location. Whether it’s wet, dry, cold, or frosty, the most appropriate styles are featured to reinforce the message that SOREL has the right footwear, for every condition.

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USA: 5 Ways the Tech Industry Is Leveraging Out-of-Home Media

Technology brands are outpacing every other vertical in their investment in out-of-home media. In fact, one-quarter of the top 11 current OOH advertisers today are tech companies.

This may seem counter-intuitive: When you think about digitally native companies marketing to consumers, OOH isn’t the first thing that comes to mind. And yet, tech companies continue to invest in OOH as one of the last true mass-market mediums.

In contrast to other channels, OOH doesn’t require a specific device, website or application to reach consumers. All people need to do is step outside.

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USA: "Get Out of Home" Live at Advertising Week

The OOH industry’s latest campaign to promote the value and power of its medium, Get Out of Home, created in partnership with Publicis New York, was front and center at Advertising Week New York last week, with campaign assets featured prominently for all attendees to see and engage with.

With the support of National Mobile Billboard, attendees were greeted by campaign ads on a large digital mobile billboard parked in front of the venue main entrance. As they waited in line to enter Advertising Week New York building, delegates saw core campaign messaging and were given free t-shirts with the hashtag #GetOutofHome.

Thanks to Formetco and Dot2Dot, a large digital screen welcomed attendees inside the venue with campaign ads and real-time messaging. Those who tweeted using the official campaign hashtag saw their tweets featured on the screen, along with event content and speaker quotes. This same dynamic content was also featured on OOH assets around the venue thanks to Grand Visual, including JCDecaux digital bus shelters, LinkNYC kiosks, and digital billboards in Times Square donated by Clear Channel Outdoor and OUTFRONT Media.

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USA: Adtech and Martech Are Coming Together At Last

Merging adtech and martech is a hot topic at Advertising Week New York 2018 as brands hope to eliminate silos and find a way to streamline the process. During a panel called “Adtech Meets Martech,” Nielsen, Microsoft and Outfront Media shared their hopes and concerns for an industry with plenty of data but not enough intercommunication.

CX begins at the first step of the customer journey, which is gained through adtech. Martech, on the other hand, covers retention through analytics and communication tools. The panel cited a statistic in which marketers use an average of 13 different systems to communicate with customers. Needless to say, marketers are looking for a way to consolidate data for better results.

The biggest hurdle marketers face in this task is siloed information, according to the Neilsen’s EVP Damian Garbaccio.

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Australia: Spring Has Sprung For Out Of Home In Q3

The Out of Home (OOH) industry today announced an increase of 10.7 per cent on net media revenue year-on-year in the third quarter of 2018.

It has posted $221.2 million, up from $199.9 million for the third quarter in 2017.

Digital revenue has tipped to just over half of total media revenue and now accounts for 50.5 per cent of total net media revenue year-to-date, an increase over the recorded 46.0 per cent at the same time last year.

OMA CEO Charmaine Moldrich said: “Our continued growth is the result of OOH’s ability to work at the top of the brand funnel, building brand equity, fame, and reaching massive audiences.

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Australia: We need to tell Sydney's story, not sell it to the highest bidder

by Charmaine Moldrich

Born in controversy 45 years ago, the famous white sails of our Opera House have again found themselves at the centre of heated debate, as politicians, radio presenters and those charged with protecting our cultural heritage weigh in on the promotion of the nation’s most expensive horse race.

With social media feeds dominated by the discussion, and more than 230,000 people signing a petition over the weekend to stop the projection onto the sails, the line in the sand has been drawn. On one side, those who believe the Opera House sails are the best way to promote iconic events; on the other, those who believe the sails should stand unadulterated in their elegance as the very symbol of our harbour city.

The Committee for Sydney has just released Sustaining the Advantage, benchmarking Sydney’s performance in 2018 in comparison to 33 global cities, to help business and government plan the city’s future growth.

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Junkee Media launches real time digital out of home campaign

Ooh Media owned Junkee Media has launched a national brand campaign to increase awareness of its flagship title, Junkee.com, displaying real-time content feeds of trending news topics on digital Out of Home signs nationally.

The campaign sees Junkee’s most talked about online topics being displayed on oOh!media’s network of digital signs with the content displayed alongside contextual ads and editorial copy feeding from the publisher’s website.

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India: Times OOH increases its airport count to 6

Gets 10 years of exclusive media rights at the Indore Airport, Madhya Pradesh

In a span of 10 months, Times OOH has acquired the exclusive airport advertising rights at 3 of the 100 cities selected to be a part of the Smart city mission. Indore airport recently became the third of the lot after Coimbatore and Trichy, amidst news of $60 Billion worth of investment in 100 new airports.

As the financial capital of the state of Madhya Pradesh and home to two of the most prestigious educational institutes, IIT and IIM, Indore attracts top-notch travellers. Add to this, the proximity to places of religious importance, such as Omkareshwar, and picturesque monuments, such as Jahaz Mahal, the airport sees a considerable number of Tourists. “For us, what was more interesting to look at, was the annual passenger growth rate. Currently this at 27%.  With the recent approval on International operations, we can expect this growth rate to be steady” said a Times OOH spokesperson.

Times OOH continues to exhibit their outdoor media expertise at their Mumbai and Delhi airport assets which can be judged by their media mix. They plan to set up 34 digital screens and a video wall at the Indore airport, leveraging the endless possibilities with digital. With a good grasp of digital and event-oriented campaigns at their assets in the tier 1 cities, we can expect the advertising landscape within and outside the Indore airport to change for good.