FEPE OOH News 12th October 2017

FEPE OOH News 12th October 2017



UK: WCRS and Leo Burnett Take Home Top Prizes in Ocean’s Annual Digital Creative Competition

MullenLowe London collects three awards including international prize for Dulux WCRS and Leo Burnett have taken the top prizes in Ocean Outdoor’s eighth annual digital creative competition with award-winning concepts for Sky Ocean Rescue and The British Dyslexia Association.

Activist brand Sky Ocean Rescue, set up by media owner Sky, takes the commercial prize for The Ocean’s Most Terrifying Killer, a campaign created by WCRS which will transform Ocean’s screens into underwater seas to illustrate the dangers to marine life of plastic waste.

Created by Leo Burnett, The British Dyslexia Association’s campaign uses long uses dynamic long form copy on screens with audience recognition technology so show what it’s like to live with dyslexia. The longer people stop and look at the screen, the harder the words are to read. A Moment of Dyslexia took the Charity first prize.

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Germany: Daktronics Wins Second Straight AV Award For Retail LED Installation

CentrO Mall in Germany recognized for improving shopper experience

On September 29 at the Grosvenor House Hotel in London, Daktronics of Brookings, South Dakota, was awarded a second straight AV Award for Retail Project of the Year, this time for an installation at CentrO Mall in Oberhausen, Germany.

"We're thrilled and honored to accept this award for our work with Unibail-Rodamco and Admemori for the transformation of CentrO Mall," said Pete Egart, Daktronics vice president of sales for EMEA and Latin America. "This project illustrates the impact of immersive content created by Admemori coupled with cutting-edge LED design by Daktronics. The unique combination of curved LED displays fosters a new shopping experience within the mall's atrium. Receiving this award shows our design engineers are always up to the challenge of bringing life to whatever ideas our customers can imagine."

The project features 10 curved LED displays in the mall's central atrium for nearly 250 square meters of digital canvas. The displays work together to create a welcoming atmosphere for shoppers.

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Switzerland: Swiss Poster Award 2017: last call for entries

Final opportunity to take part in Switzerland’s most important Out of Home advertising competition. Agencies, creatives and companies still have until 30 November 2017 to submit their entries in the six categories of the Swiss Poster Award 2017. The Award winners will be decided by a twenty-member jury drawn from the worlds of advertising, the arts and design, and the presentations will be made at the APG|SGA Poster Night.

The Swiss Poster Award is Switzerland’s biggest annual competition for creative analogue and digital Out of Home advertising («Schweizer Kreativranking 2018»), recognizing outstanding achievements and underscoring the growing importance of posters in an inter-media comparison. The award ceremony will take place on 8 March at the APG|SGA Poster Night, which is to be held in the Samsung Hall near Zurich. Judging will take place beforehand, on 12 December 2017, under the chairmanship of Christian Brändle (Director of the Museum of Design, Zurich) at the Toni-Areal. New on the jury this year is Pascal Schaub (Head of Umbrella Brand Marketing at the Federation of Migros Cooperatives). He replaces longstanding member Thomas Truttmann (Managing Director, Compass Group).

Entering online

Agencies, creatives and companies still have until 30 November 2017 to submit entries for the competition. Any campaign that was created for Switzerland and has been visible in public spaces during 2017 is eligible to take part. Entries can be submitted online, and there is no fee for taking part. In each of the six categories, the twenty-member expert jury will select submissions that demonstrate inspiring ideas, strength and innovation, have strong emotional appeal or even challenge convention. The judges will also consider the way in which the advertising message has been translated into poster form, communicative sustainability and graphic execution.

The six categories

1. Commercial National

Major nationwide poster campaigns providing information about products, services or events. Posters must be present in at least ten cantons and/or Switzerland’s five biggest cities (Basel, Bern, Geneva, Lausanne and Zurich).

2. Commercial Local and Regional
Locally and/or regionally significant small- or medium-scale poster campaigns providing information about products, services or events.

3. Public Service
Posters of charitable organizations, political organizations and public-sector institutions.

4. Culture
Posters for cultural institutions or events, for example theatres, museums or festivals.

5. Poster Innovations
New ideas based on the poster and bookable panels. Press release 10.10.2017 APGISGA, Allgemeine Plakatgesellschaft AG Giesshübelstrasse 4, 8045 Zurich, tel. +41 58 220 70 00, www.swissposteraward.ch

6. Digital Out of Home
Digital advertising media with animation (picture/text). Played on at least 70 inches.

Registration, previous winners and Poster Night photos/videos www.swissposteraward.ch

The jury www.apgsga.ch/jury

Social media #swissposteraward2017 #posternight2018 #apgsga

UK: Can OOH compete with targeting in Digital Media? – O2

Nick Henthorn, commercial director of data insights at O2, and Tim Finn, co-founder at Statiq, explore how the location capabilities of mobile are rejuvenating the out-of-home industry and giving it capabilties it has never had before.

The outdoor media industry has been around for over 50 years, with its origins broadcasting adverts via billboards in bus shelters. According to a recent Magna and IPG Mediabrands study, UK Out of Home (OOH) inventory now totals 370,000 sites, as the industry has expanded to include a variety of different outdoor formats, encompassing new locations, new street furniture options, and most recently, digital displays.

Where non-digital billboards had to be manually changed, and were therefore booked on a weekly or fortnightly basis, digital displays now offer interactivity and the opportunity to switch displays quickly and easily, enabling several advertisers to simultaneously occupy a site in rotation. This has pushed digital’s share of total OOH revenues to 42 per cent for Q1 2017, an increase of 9.4 percentage points versus Q1 2016, and up from the 38 per cent share seen for 2016 overall.

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USA: Ultravision International Enters Four-Year Agreement with Lamar Advertising Company for LED Lights and Displays

Partnership furthers industry adoption of energy-efficient LED lighting

Ultravision International, a world-leading innovator and manufacturer of LED displays and LED lighting, today announced that it has reached a definitive agreement with Lamar Advertising Company, a leading owner and operator of outdoor advertising and logo sign displays, for Lamar to purchase LED billboard lights and Modular LED Display Panels from Ultravision.

“We are pleased to partner with Lamar Advertising. We look forward to working with them and providing them with our innovative and patented products, which include the Ultra Billboard Light and the UltraPanel Modular LED Display Panels,” said William Hall, CEO and co-founder of Ultravision International.

The Ultra Billboard Light was engineered to illuminate large billboards, typically 14-feet by 48-feet, with just two lights that have even light coverage throughout the entire billboard with no hot spots or dark spots. The patented technology uses only 300 watts of electricity, thereby reducing energy consumption by up to 92 percent compared with conventional lighting.

The patented Ultravision Modular LED Display Panels greatly reduce installation costs because of the lightweight, simplified installation and connection process. The highly durable Modular LED Display Panels are self-contained, use one-third less energy, one-third the weight, and are one-third the cost to install, compared with outdated cabinet technology.

Ultravision’s innovation has fundamentally changed the DOOH industry for the past decade with display lighting and LED digital displays driven by dynamic technology with installation costs and operating costs that are a fraction of conventional equipment.

USA: Art Commission gives preliminary OK to 100 digital ad 'Links' connecting public to free WiFi

The Philadelphia Art Commission granted conceptual approval to a plan to bring advertising kiosks, called Links, to commercial corridors in the City of Philadelphia. The kiosks would include two LED screens on either side of the structure that will be used for advertising.

The narrow side facing the sidewalk would offer Android tablets for informational purposes and placing phone and video calls. The Links would also feature emergency call buttons and USB ports for charging. The kiosks would also serve as public WiFi hotspots. Intersection said that the Links would provide gigabit WiFi 100 times faster than LTE speed.

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USA: OBIE Awards Call for Entry: Steal the Show

The 2018 OBIE Awards are officially open for entry. OAAA is calling all creative types, who’s going to Steal the Show at the 2018 OBIE Awards? Unlock those creative juices and escape from the rest of the pack with a prized OBIE Award.

The OBIE Awards are the oldest and one of the most prestigious honors for creative excellence in advertising. The program celebrated its 75th anniversary this past year with a grand celebration in New Orleans. The 2018 Awards will be held in Austin, TX on Tuesday, May 8 during the 2018 Geopath/OAAA OOH Media Conference + Expo. The legacy continues…

Last year, OAAA did a total restructuring of the awards to match the ever-growing OOH landscape. Advertising categories and Craft Awards were added to the program to celebrate both the innovative growth of the industry, as well as recognize the different crafts that contribute to excellent OOH. The brand categories remained the same to recognize great work across different verticals.

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USA: SIXTEEN:NINE Podcasts – Mark Boidman, Peter J Solomon Company

If you want to get a sense of what’s really going on with the digital out of home media business and the technology ecosystem that feeds into it, you need to pay attention to Mark Boidman

That’s his gig – looking at the opportunities and risks of the business, as a partner running the marketing services wing of New York investment banking house Peter J. Solomon Company. That company has been deeply involved in the sector for the last five years, putting Boidman right in the middle of the business as an advisor and the lead on some big mergers and acquisitions.

With me in my home office and him talking at his iPad at the company’s midtown Manhattan offices, we had a great chat about the state of digital OOH and what’s going to happen. We also revisit his lost career as a cruise ship host. No, really.

Listen here


Australia: OMA reports 7.2% net media revenue growth year-on-year

The out of home industry has reported a 7.2% on net media revenue growth for the third quarter of 2017.

Another Quarter of growth for Out of Home

The Out of Home (OOH) industry has posted an increase of 7.2% on net media revenue year-on-year in the third quarter of 2017, posting $199.9 million, up from $186.4 million* for the third quarter in 2016.

Digital revenue is sitting at 46.0% of total net media revenue year-to-date, which is an increase over the recorded 38.8% for the same period last year.

“This continued growth, since post the GFC in 2009, is a reflection of OOH’s ability to be a viable advertising channel despite the major disruption other traditional and new media channels are facing. OOH has a credible and proven metric, its audiences continue to grow and the industry’s investment in digital signs are a few of the reasons that sees our revenue growth go from strength to strength,” said Charmaine Moldrich, CEO, OMA.

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Australia: In the studio with Brendon Cook

Outdoor is the surprise new success story in the world of media advertising. Out-of-home advertising has enjoyed seven years of uninterrupted growth bucking recent trends of declining profits, adblockers and banner blindness. The boss and founder of oOh Media, Brendon Cook speaks to Carrington.

Watch the interview here


South Africa: JCDecaux sub-Saharan Africa collaborates with Cars.co.za to use Out-of-Home to grow e-Commerce in South Africa

JCDecaux, together with Cars.co.za, a leading online automotive retail portal, have joined forces to offer South African vehicle buyers the most comprehensive resource available, to enable them to make the most informed decisions.

With a strong presence on multiple digital platforms and ranked in the top five branded South African YouTube channels (source: Socialbakers.com), Cars.co.za embarked on a month-long campaign, identifying JCDecaux as an Out-of-Home Advertising Solutions partner to offer a diverse and rich medium that would allow for a unique spectrum of creativity.

As consumers are spending more time outside the home, Out-of-Home advertising has become the medium that effectively reaches people in the Active Space. Considered timing and placement of brand messaging allows Out-of-Home to direct audiences to online and mobile communication platforms.

Cars.co.za identified that audiences are constantly connected through their smartphones and tablets and while mobile offers an opportunity for brands to communicate directly with consumers, competition for their attention is high in the increasingly fragmented media environment.

Out-of-Home is uniquely placed to drive traffic at a chosen point in the consumers’ journey and is the key media that can offer content to an audience that is on-the-go. Cars.co.za recognized this as an opportunity to offer relevant messaging through a ‘call to action’ at a time where the audience is most receptive to it.

The month-long campaign was focused on the Gauteng and Cape Town regions, with simple and clean creative on the JCDecaux network of Citilites and Supersigns. The networks offer a flexible, off-the-shelf solution to various strategies, offering high levels of reach and frequency whilst targeting selected audiences and lifestyles.

Mark Cooper, CEO of JCDecaux sub-Saharan Africa said, “as the leaders and driving force in the advancement and growth of Out-of-Home in Africa, JCDecaux is well-positioned to provide simple, impactful and effective advertising in unique environments. It is our priority to offer brands using traditional media an opportunity to gain incremental reach and increased recallability.” “The collaboration between JCDecaux and Cars.co.za is a great example of how classic billboards, which are incredibly dominant, and strategically placed, are a powerful tool to communicate a brand’s message.”

Mark Geldart, Marketer at Cars.co.za said: “although our brand operates primarily in the digital space, there are significant strategic advantages to communicating our messages via certain traditional media. Through a well-devised strategy created and executed in conjunction with JCDecaux, we have achieved great reach in specified areas, which generated notable brand awareness in support of our digital endeavours.”


UAE: Campaign’s OOH guide – last call for listings

Along with the October 22 issue of Campaign we will be publishing our 2017-18 Out of Home Guide, and we are keen to make sure that all UAE out-of-home suppliers are included.

We need the details of all suppliers by Thursday, October 12, 2017. The guide will contain analysis of the current outdoor market, and predictions for what lies ahead, from major players among both suppliers and buyers. And it will contain a comprehensive directory of the main outdoor and OOH suppliers in the UAE.

In the guide you will find contact details, company biographies, detailed listings of outdoor properties owned and managed by each supplier and more.

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Qatar: Elan Media in French tie-up for video tech

Qatar’s Elan Media has announced its partnership with Quividi of France to introduce the new Anonymous Video Analytics technology (AVA) which allows the former to measure accurately the audience of their Digital- Out- of- Home (DOOH) assets in real time and real life.

While Elan Media is a leading company specialised in crafting innovative communication and advertising landscapes, Quividi, is described as the industry standard for Audience Analytics in DOOH. During the launch event that was attended by international creative and media agencies, advertisers of international and local retail brands, Elan Media CEO Jamie Ball and Denis Gaumondie, Chief Marketing Officer of Quividi, highlighted the benefits of Quividi’s Advanced Audience Measurement technology, now fitted across ELAN Media’s digital MUPIs ((a type of advertising panel) deployed at Doha Festival City (DHFC) and Mall of Qatar (MoQ).

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India: Indian apple drink Appy unveils new packaging via OOH campaign to expand its reach

Indian drink's brand Parle Agro has joined forces with Dentsu Aegis Network’s Posterscope India to roll out an out of home (OOH) campaign to unveil new packaging for its drink, Appy.

The campaign is executed across 30 cities in India with adverts placed on billboards, bus shelters, gantries, unipoles, bus wraps and metro pillars. Fabian Trevor Cowan, director for Posterscope India said “Posterscope’s association with Parle Agro goes back a long time. We have deeply invested in this relationship and are honoured to be part of their out of home initiatives”.

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