FEPE OOH News 12th April 2018

FEPE OOH News 12th April 2018



UK: Westfield opens Phase 2, expanding Ocean’s portfolio

Westfield London Phase 2 opened last week, adding three new digital out-of-home screens to Ocean’s portfolio.

The Gateway @ Westfield London, The Northern Totem @ Westfield London and Westfield Square launched with creative from adidas, Beats, Pandora, Samsung and John Lewis.

Shoppers flocked to the new stores, as Westfield continues to offer the lowest reliance on peak hours than any UK OOH environment. Those stores running special events included Space NK, adidas, H&M, west elm, BoConcept, Penhaligon’s, The White Company and Emperor (continuing Westfield’s legacy of retail firsts with its first ever UK base), alongside the opening of the flagship John Lewis store, home to 230,000 square feet of retail quality.

Hailed as proof of “the resilience of London” in the face of Brexit, the launch of this second phase of Westfield London brings 80 new shops and restaurants to White City. It will in time host Ichiba (the biggest Japan Centre in Europe) and Putt Shack, a ‘world first’ in social entertainment.

Home to an annual spend of £3.2 billion, Westfield London and Stratford City combined are the second largest UK retail centre; with this Phase 2 expansion, the addition of 1,500 new homes and developments for the BBC and Imperial College we expect this success to continue well into the future.

The launch has been covered in The Times, Evening Standardand The Independent. For an in-depth look at the development, including expected footfall, audience profiles and Westfield records, read our recent Ocean “Talks” article by CMO Richard Malton.

France: JCDecaux publishes “CITIES: the new deal”, a Trends Book on the future of cities

Ever since its creation, JCDecaux has been at the very centre of cities and their ecosystems as a driver of their transformation.

Its constant objective has been to make the world’s cities ever more welcoming, comfortable and attractive for city dwellers by providing high quality services. To further this strategy of designing and deploying urban services, it is necessary to constantly imagine what type of service is needed and how it will be used.

To do this, it is important to observe and analyse citizens’ expectations. This has inspired the creation of the trends book “CITIES: the new deal”. The publication was produced following months of work, research and discussion. It is organised into six key themes and compiles the converging views and vision of 16 thinkers and players who are shaping the development of cities in France and other countries. “The 21st century will be a century of cities.” This prophecy is becoming a reality and is being proven more and more each day.

Cities around the world are a melting pot of major economic, social and societal change. Both small and large cities are joining in on this transformation. They are its universal advocates, showing remarkable audacity and inspiring innovation. “CITIES: the new deal” reveals a number of preconceptions, comments and illustrations on the development of cities, their practices and their use. Each opinion contributes to the quality of this book, which provides revealing and informative insights into our changing world.

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UK: Upbeat report suggests global DOOH market will hit $8.3bn by 2023

An upbeat assessment of the global digital out-of-home market conducted by Allied Market Research suggests that the sector could be worth a combined $8.3bn by 2023.

The report optimistically predicts that a market worth just $3.6bn in 2016 will enjoy compound annual growth of 12.6% per year over the next five years.

Such figures demonstrate the enduring appeal of large format advertisements in high-traffic environments, a sector which is currently dominated by the billboard segment following significant investment in digital signage.

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Netherlands: Posterscope Netherlands launches dynamic digital platform, Liveposter

Posterscope has launched Liveposter in the Netherlands. The platform allows Digital Out Of Home campaigns to be controlled centrally, over multiple networks.

Campaigns can be adapted and broadcast real-time across complete networks or individual screens. The platform uses location-related data such as consumer behaviour, weather, search and footfall to optimise campaigns. At any desired time of the day, throughout the campaign period, the advertisement can be adapted and made relevant for the location and the audience present.

Liveposter sets a new standard within DOOH in the Netherlands. Targeting options that have already been available for digital advertisements are now also possible for out-of-home which can now be purchased, adapted and broadcast in a comparable manner.

Posterscope is the first OOH media agency in the Netherlands to offer programmatic advertising on DOOH screens from Ngage Media, JCDecaux and Exterion and allows advertisers to benefit from dynamic content campaigns in public spaces.

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UK: The Factors Driving Digital Dominance in Out-of-Home

If all the headlines are to be believed, the advertising industry is leaning in to a number of headwinds right now, from structural change and increased competition from consultancies to pressure on investment and issues of transparency. Amidst all these challenges, digital out-of-home’s star continues to rise, writes Dominic Murray, group creative account director, Kinetic Active.

Figures released by Outsmart and PwC recently revealed that, for the first time, digital out-of-home (DOOH) has grown to account for 50% of total out-of-home ad spend – an increase of 17.4% on the year before. In further evidence of the extent of the medium’s growth, Route, the industry-agreed measurement body, announced at the end of 2017 that DOOH now boasts a coverage of over half of UK adults nationally and 92% of those in London.

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USA: Netflix Set To Make $400m Move Into OOH Space

Netflix is set to make a huge play in the outdoor advertising space, according to reports in the US. Reuters has reported that Netflix has offered to buy OOH player Regency Outdoor Advertising for more than $US300 million.

Regency owns a string of OOH sites around Los Angeles, including West Hollywood’s famed Sunset Strip, and Netflix believes the acquisition would be ideal to advertise its new programming. It would also be a trumping move against Netflix’s competitors such as Disney and Amazon.

According to the Reuters’ report, Netflix spends $US2 billion a year promoting and advertising its upcoming shows while a billboard on Los Angeles’s Sunset Strip can cost as much as $US140,000 a month. Commenting on the proposed Netflix move president of New York media agency The Media Kitchen, Barry Lowenthal, said: “This is a smart move for Netflix because it is a very important viewing market. Los Angeles matters to the people in the industry.”

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USA: OUTFRONT Media and Ford Launch Billboard Splash Campaign to Bring Mustang’s ‘Personalized Pony’ Experience To Life

OUTFRONT Media Inc. and Ford have announced an out-of-home advertising campaign that showcases the Mustang’s dynamism in celebration of the iconic brand’s 2018 model, which offers more personalization features than ever before.

Consumers have the opportunity to create and share original Mustang logo art through the Pony Personalizer for a chance to see their designs on OUTFRONT Media displays. The campaign, which will run through July, will be displayed on OUTFRONT properties throughout Los Angeles, Atlanta, Dallas/Ft. Worth, Houston, Miami/Ft. Lauderdale, Phoenix, San Antonio and Orlando.

“OUTFRONT Media is thrilled to partner on this exciting, engaging initiative,” said Jodi Senese, Executive Vice President and Chief Marketing Officer at OUTFRONT Media. “Our premium digital assets, in concert with the colorful Mustang logos as visualized by fans, connects the online to the physical and highly visible delivery of out-of-home assets.”

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USA: How Out-of-Home Media Companies Must Reinvent Themselves as Publishers to Survive

By Dave Etherington

For the past five years, industry leaders have been heralding the golden age of out-of-home (OOH) advertising, predicting it will evolve into a medium that could do pretty much anything.

The rhetoric around out-of-home today feels reminiscent of mobile, where for years the saying went, “This is going to be the year of mobile.” Now, thanks to the rapidly increasing digitization of the OOH medium, the ascendance of smart cities, consumer expectations for responsive experiences and an explosion of location data, advertisers and media agencies are fundamentally changing their perception of OOH advertising. Many believe this is going to be the year of OOH.

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USA: 'A' is for amenities in out of home advertising

On vacation in Bermuda, eyes peeled for out of home (OOH) ads, but finding nearly none in restrictive Bermuda, I spotted a hydration station on the waterfront artery in Hamilton, the capital.

That colorful (lonely) panel with a push-button water tap serves societal goals (hospitality, reducing waste), and as a vivid reminder of the appeal of amenities, even in a place like Bermuda where restrictions are pervasive.

Related to our industry, Bermuda’s advertising law (the original 1911 Advertisement Regulations Act) not only puts the kibosh on billboards but even bans ads on parachutes and prohibits any person to act as a “sandwich man” displaying ad

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Canada: Carte Blanche DOOH competition opens

Astral’s ninth annual Carte Blanche digital out-of-home (DOOH) advertising competition is now open to submissions for Western Canada (Vancouver, Edmonton and Calgary), Toronto and Quebec.

The deadline for entries is Apr. 16, 2018. Advertising agency professionals across Canada are encouraged to create an original DOOH ad for one of their clients and enter it online (sample previous winner pictured). For the first time in the competition’s history, a jury of six creative directors will shortlist the top 25 entries before voting on the winners for each of the three major markets.

Each winning creative team member will receive a trip to the Cannes Lions International Festival of Creativity in France, as well as an Astral digital superboard campaign for their client worth $50,000.

For more information and to enter, visit www.carteblancheforcreatives.ca.


Australia: JC Decaux unveils showcase out of home installation at Melbourne’s Southern Cross Station

JCDecaux has announced significant increased digitisation across Southern Cross Station, Melbourne’s premiere CBD rail hub.

The new showcase digital solutions will include two high impact, large format digital screens and ten state-of-the-art 85” consecutive screens which will see JCDecaux grow its national portfolio of Digital Spectacular locations in Melbourne. The largest of their kind, the new 85” Spectacular screens will create powerful digital avenues in key commuter and pedestrian corridors throughout Southern Cross Station.

They are complemented by the ‘The Collins’, JCDecaux’s most impactful large format digital screen, measuring 14m2 which dominates the main concourse of Southern Cross Station and ‘The Spencer’, another large format screen which is set to impact the streams of commuters at the entrance to the bus exchange.

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Australia: Val Morgan Outdoor selects Ayuda's software for ad operations

Leading Australian Digital Out-of-Home and audience engagement company selects Ayuda’s OOH Business Platform to run all digital and programmatic ad operations

Ayuda Media Systems (“Ayuda”), an out-of-home ad tech company announced today at the 2018 Digital Signage Expo that Val Morgan Outdoor (VMO), one of Australia’s leading out-of-home media owners, has selected Ayuda’s software as the backbone for all ad operations including sales, digital ad serving, and customer-facing enablement tools.

As part of the HOYTS Group of companies the VMO network includes more than 10,000 digital advertising screens across 100 locations in Australia and New Zealand, engaging high-value audiences where they work, shop and commute & live VMO has already migrated more than half of its extensive national advertising network to Ayuda’s digital CMS and player since officially signing the partnership in late 2017.

Anthony Deeble, HOYTS Group Chief Commercial Officer & VMO Founder, commented: “We chose Ayuda due our shared culture of innovation and drive to connect advertisers with the right audiences at the right time. VMO has led the industry with innovation since its inception and in particular, the launch of DART (Digital outdoor Audience in Real Time) and similarly Ayuda has repeatedly demonstrated that it is a company of firsts.”

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Australia: MOVE board announces investment in metric for digital OOH signs

In 2010, MOVE revolutionised OOH audience measurement in Australia; it was built in partnership with the Media Federation of Australia (MFA) and the Australian Association of National Advertisers (AANA).

To build on this, the Board of MOVE announced today that it will invest up to $10 million to rejuvenate MOVE to accurately measure audiences for digital Out of Home (OOH) signs. Over the last few years the industry has spent hundreds of millions of dollars building a modern dynamic channel, with scale to reach Australians on mass.

While this has only been operating at scale in the last year, the Board believes that it is now time to invest further in proving the power and efficacy of the OOH digital network.

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India: Publicis acquires 100% stake in out-of-home agency Ecosys OOH

French media agency network Publicis Groupe has acquired 100% stake in Mumbai-based digital out-of-home agency Ecosys OOH for an undisclosed amount.

Launched in December 2015, Ecosys comes with data and analytics capabilities and claims to be the only agency in the country to provide measurable return on investment in out-of-home and ambient media space. Post-acquisition, Ecosys OOH will work as a specialist OOH agency of Publicis Media.

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