FEPE OOH News 13th December 2018

FEPE OOH News 13th December 2018



UK: London Underground Escalators Lined With LCD Ribbon Walls

The London Underground many years ago took on what I think were the first digital escalator panels – a cascading series of synchronized displays in the escalator wells of the subway system.

The media firm Exterion Media is in the process of upgrading some of the most well-known and busiest stations on the Underground with new display panel systems (DEPs), including some that create a ribbon effect.

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UK: Kendals is a watershed moment in the rebirth of our city high streets

So there I was, making my annual trip to the Manchester derby. It was a bad day all round. I was fleeced for a nice tapas lunch only to find the restaurant was owned by Pep Guardiola and then had to endure being humbled by a City side so superior to United they might as well have been playing Rochdale (sorry Dale).

Even worse, I was in the Colin Bell stand having to keep my hands in my pockets and my big mouth shut.

There was no way the day could get any worse until, dropping friends off in a taxi after the match, we pulled up outside Kendals on Deansgate.

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UK: Will Digital OOH Enter the Mainstream in 2019? Experts Predict

The year 2019 is almost upon us. ExchangeWire have invited hundreds of thought leaders to share their thoughts on what next year will hold, across a range of topics. Today, it’s the out-of-home (OOH) experts turn to share their views on whether digital OOH has the opportunity to become mainstream in 2019.

Creative optimisation & technical interoperability to shape 2019

“There are two overarching trends that will inform how the DOOH channel evolves in 2019. Firstly, the approach to creative will move further away from traditional OOH. This year, we have already seen creative agencies delivering more out-of-home display ideas fuelled by data. As creatives continue to embrace DOOH’s full functionality, the single iconic poster layout of old will give way to a more agile campaign concept, one that can be varied by location, time of day, weather, or any other relevant data set. This shift is driven by the ‘always-on’ commitment that leading brands are taking to their DOOH strategies, which in turn enables the creative agencies to take a longer term view and embrace the medium in a more sophisticated manner.

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Sweden: Clear Channel OOH campaign guides homeless towards shelters when temperatures drop

Clear Channel Sweden has launched an initiative to guide Stockholm's homeless to nearby shelters during the winter months.

The City of Stockholm, together with churches and non-governmental organizations (NGO's) have opened 'emergency shelters' when temperatures drop to minus 7 degrees. Clear Channel will then automatically replace ad content on its digital billboards with directions to the nearest homeless shelter.

Fifty-three billboards have been activated across Stockholm for the pilot programme, focusing on areas that are known to be gathering points for homeless people, which will last over two months.


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USA: 10 OOH Media Plan Awards Presented to Exceptional Ad Campaigns

OAAA awarded the 2018 OOH Media Plan of the Year to Posterscope for FOX Sports last week in New York at The AD Club of New York’s 11th annual OOH:NOW Conference.OAAA awarded the 2018 OOH Media Plan of the Year to Posterscope for FOX Sports last week in New York at The AD Club of New York’s 11th annual OOH:NOW Conference.

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USA: Google launches Ariana Grande series with mobile-activated billboards

Google's YouTube is launching an original four-part docuseries about pop singer Ariana Grande with a campaign that urges fans to visit specially marked billboards throughout the U.S. and Canada, according to a statement shared with Mobile Marketer.

Mobile users who scan the "Ariana Grande: Dangerous Woman Diaries" billboards with a smartphone get access to digital content such as wallpapers for their phone.

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USA: OOH Advertising For The Next Generation

In the hyper-connected digital world we share, it may be counterintuitive to think of the 18-34-year-old audience — Generation Y and increasingly Gen Z — as our most reachable demographic for out-of-home advertising. From clicks to opens, likes to follows, marketers everywhere are trying to catch their attention, gain traction and convert leads.

Considering this inundation of digital advertising, how can OOH compete?

Fairly well, as it turns out

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Canada: Astral and Transgesco Upgrade and Digitalize Out-of-Home in Montreal Metro Stations

Astral, the out-of-home advertising division of Bell Media, and Transgesco, a subsidiary of the Société de transport de Montréal (STM), announced today that they are upgrading the out-of-home advertising offering in the Montréal metro. The new faces will be installed at the Berri-UQAM, McGill, and Lionel-Groulx metro stations, and advertisers can take advantage of the enhanced offering in April 2019.

As part of the overhaul, the 14 projectors currently used in these stations will be replaced with nine, new, ultra-high definition LED screens, creating new possibilities for digital advertising while significantly reducing the STM network’s energy consumption.

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Australia: Ooh!Media completes Adshel rebrand

Ooh!Media has revealed it has completed the rebrand of the recently acquired Adshel brand, renaming the out-of-home (OOH) furniture assets Commute by Ooh!.

As part of the merger, which saw Ooh! acquire Adshel earlier this year for $570 million, the business says it now reaches 90% of the Australian population.

Products within the newly created Commute by Ooh offering are made up of street furniture, rail, live (digital OOH screens) and immerse - the businesses conceptual creative formats division.

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Australia: Digitisation, transparency and mobile integration: Out of home predictions for 2019

Two of the biggest mergers in 2018 took place in the out-of-home (OOH) industry, as JCDecaux acquired APN Outdoor, while Adshel was snatched up by Ooh!Media.

As a result of the deals, a smaller and more competitive marketplace is set to emerge in 2019. Instead of four major players, the industry is now down to two, with JCDecaux led by CEO Steve O'Connor and Ooh!Media headed up by Brendon Cook.

Outside of the mergers, verification, digital measurement and transparency were all hot topics in the first six months of the year, with news of the mergers dominating the second half. Digitisation of key sites will continue in the new year, however it will most likely take place at a slower rate.

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South Africa: Data-driven insights, stable radio, and digital OOH drive Primedia's growth

Bringing on board senior data scientist, Shavani Vandeyar, and top media strategist, Deborah Schepers, perfectly highlights the direction Primedia Group CEO, Omar Essack, is taking.

“We want to truly understand how we can segment audiences, around their behaviour, including consumption, hobbies, interests, very much like platform businesses like Facebook. Every media buyer is looking for greater targetability, along with reach. Getting data analytics right will result in new products, enhanced growth and sustainability for our media channels,” he explains.

The reach of radio in South Africa still trumps any other metric when it comes to buying, whereas overseas ROI and targetability are the priorities. “Targetability is becoming more and more important in the local market. There was a time when the reach proposition was enough, and for the moment it still is. But if you don’t get granular, you will soon be irrelevant,” says Essack.

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Pakistan: Kinetic Pakistan declared South Asia's best Specialist agency for second year in a row

Kinetic Pakistan has once again won the award for ‘Agency of the Year – South Asia Specialist Agency’ category at the recently held South Asia Agency of the Year Awards in Mumbai by CAMPAIGN – one of the most prestigious agency awards platform in Asia.

Speaking on this occasion, Ahsan Sheikh, CEO Kinetic Pakistan said:

“It is a moment of great pride and joy that Kinetic has won the South Asia – Special Agency Award for two years in a row. This is an achievement not only for Kinetic but for Pakistan as well.


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India: We see a huge potential in Indian market

Miz Rahman, EMEA Sales Director, Broadsign, sees strong business opportunities in India’s fledgling DOOH market. Digital OOH is still at a nascent stage in the Indian market. Do you see any market opportunities for your software technology offerings & applications in India?

Industry analysts project about a 10% annual growth rate in OOH for the next few years. Virtually all of that is concentrated in digital, and with only about 18% of signs having been converted to digital globally, there’s a lot of opportunity for DOOH to grow. India is, of course, home to an enormous supply of static inventory, so there is an opportunity there in encouraging larger investment in the future.

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