FEPE OOH News 13th July 2017

FEPE OOH News 13th July 2017

 

EUROPE NEWS

UK: Primesight retains lucrative £125m Network Rail outdoor contract

Primesight has retained one of the UK’s biggest outdoor contracts with Network Rail, which will see it maintain and operate more than 2,000 billboards.

Following a competitive pitch, the company announced it will build 20 new digital billboards across the network by 2018, including at Vauxhall and London Bridge. Furthermore, Primesight will take full control of the advertising rights on the Network Rail bridges.

The contract lasts seven years and is reportedly the most extensive network on offer in the UK.

Naren Patel, chief executive at Primesight, said:

“We are delighted to have been reappointed to the Network Rail contract, which cements our number one position in the classic billboard market. The addition of the Network Rail bridge estate is a testament to our focus on the billboard sector of the Out of Home industry. "We look forward to the next seven years during which we will be focusing on digital investment to make the most of this portfolio.”

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UK: Clear Channel produce 250th next-generation kiosk for New World Payphones with Amscreen

Amscreen, Europe’s leading digital screen solutions provider, has delivered hundreds of cutting-edge new phone box units for deployment across high-streets nationwide for Clear Channel UK’s New World Payphones business.

The transformation of these classic displays, announced late last year, is now breathing new life into the original phone box designs with a refreshed appearance and a full range of customer-centric services.

Clear Channel has also partnered with international environmental charity, Trees for Cities, and is planting a tree in an urban area for every upgraded phone box.

The New World Payphones kiosks have been developed and engineered at a custom-built 20,000-sq.ft factory in Bolton, which was built solely for the production of digital signage equipment for the Out of Home and smart city displays sector. The kiosks incorporate a standard telephone as well as high speed public Wi-Fi and interactive maps for local shoppers and tourists.

Alongside this, Amscreen’s Remote Device Monitoring platform (RDM®) provides the foundation for all current and future connected services to be activated on every site.

UK: SanPellegrino brings Italian lifestyle to the UK with location and weather triggered digital OOH campaign

SanPellegrino have launched a locally targeted, weather-triggered, dynamic out-of-home campaign to bring the picture perfect Italian lifestyle to high streets across the country.

Deployed by location marketing specialist Posterscope and media agency Zenith, the campaign for SanPellegrino’s sparkling fruit beverages uses real time data feeds to dynamically deliver relevant creative executions based on weather temperature, location and time of day.

The campaign portrays “The Life Deliziosa’, SanPellegrino’s manifesto to live surrounded by beauty, under a warm sun and the wonderful Italian setting. When the temperature falls or clouds appear, Posterscope’s Liveposter platform serves creative executions featuring the current temperature in SanPellegrino’s home town of Sicily and encourages viewers to imagine themselves in Italy. When the sun shines and temperatures rise, the messaging encourages people to soak up the sun in their specific location.

The campaign appears on Adshel Live and large format iconic digital sites in key UK cities until the end of July.

Olivia van Vredenburch, Brand Manager, International Brands, Nestlé Waters (UK), said: “SanPellegrino sparkling fruit beverages capture the flavours, smells and sensations of Italy. We wanted to bring “The Life Delizosa” manifesto to the UK in a captivating way and by tapping into real-time weather and location data, we’ve been able to do just that - celebrating when the UK weather is good and sharing the Sicilian weather when it’s not so great.”

Anitha Ilangovan, Client Director at Posterscope said: “This campaign uses location-marketing expertise to ad-serve relevant creative to audiences at the right time, in the right place. Using real-time weather data from both the UK and Italy, along with location based data and dynamic creative, SanPellegrino is able to bring a taste and flavour of Italy to consumers in an engaging way.”

Ireland: New laws on alcohol advertising could cost media companies €20m a year, report says

Proposed restrictions on the advertising of alcohol in Ireland could reduce the annual revenues of media companies here by €20 million a year and lead to more job losses in the sector, a report has found.

Commissioned by a group of media owners and authored by economist Jim Power, the report found that the Public Health (Alcohol) Bill 2015 would cost the out-of-home media industry €11 million per annum, broadcast media €7 million, and print media €2 million in ad revenue.

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UK: Digital out of home - A Space Oddity

Media owners need to leave their own orbits and start standardising formats if digital OOH is to achieve its full potential, writes Talon's Richard Simkins

In a parallel universe, far far away, there exists a planet with a media industry much like our own. However it has a few subtle differences. Unfortunately for some media channels on this planet, the media owners live in their own bubbles and decide how clients' ads are to look and sound independently of each other.

Every media owner loves it, saying how their own format gives clients the best possible creative canvas for how that ad impression is delivered to their unique audience. But there’s a total lack of consistency.

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Netherlands: blowUP media launches The Collective® across the Netherlands

Reaching over 1.5 million people per week, The Collective® is a new network of premium large format digital screens situated in some of the most iconic city centre locations across the Netherlands.

Each site is a true landmark in its own right. By becoming a universally recognisable icon within the landscape, advertising with The Collective® provides the perfect platform for a brand’s creativity.

The content can be as disruptive, thought-provoking and exciting as possible whilst simultaneously creating a welcomed addition to the landscape.

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Finland: Walki Group Introduces Eco-friendly Solutions for Out-of-home Advertising Sector

Walki Group, a leading, international producer of technical laminates and protective packaging materials has introduced the Walki®Print Media XXL family of products, which provides `green' printing and imaging solutions.

This comes at a time when the OOH sector is steadily moving away from using chemically treated, moisture-resistant blueback papers and PVC-scrim for printed banners and displays. Growing awareness of the hazards that PVC poses to the environment and in particular, the difficulties faced in its disposal, has created a need for more eco-friendly products.

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AMERICAS NEWS

Canada: Exposure to OOH Leads to Consumer Purchases

Almost two-thirds of all consumer purchases are made in the same half-hour as exposure to OOH advertising, according to the latest TouchPoints Study.

An analysis of 20 product categories measured in the study revealed that OOH has significant reach among consumers considering or making a purchase.

  • 70% of cosmetic purchases are made in the same half-hour as exposure to OOH. 
  •  63% of beauty and personal grooming purchases are made in the same half-hour as exposure to OOH. 
  • 81% of beer, alcohol purchases (at convenience, grocery, liquor stores) are made in the same half-hour as exposure to OOH. 
  • 46% of consumer electronic purchases are made in the same half-hour as exposure to OOH.

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USA: How Shinola ‘Rolled Up Its Sleeves’ To Link Location Insights With Outdoor Ads

In its outdoor ad campaign that kicked off in New York this past March, Shinola sought to tap into the old-fashioned virtues of “hard work” while showcasing its aura as a startup that is bent on “giving back” to the communities its in.

The Roll Up Our Sleeves campaign reflects the ideals of the luxury manufacturer and retailer that sells everything from retro-stylized watches to bicycles to leather goods and stereo equipment.

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USA: Leasing Billboard Space for Wireless Connectivity: OOH's Unexplored Frontier

Among the various types of out-of-home (OOH) advertising channels, billboards have a storied and long-standing history of carrying distinctive messaging visuals on behalf of brands and organizations big and small. However, an application that extends beyond advertising may be in the offing for this iconic platform, with significant revenue potential for OOH media companies.

The typical locations of billboards and other OOH advertising structures include major thoroughfares, city centers and other high-traffic areas -- all of which coincide with locations in which wireless communications companies are eager to boost signals for their customers. With the advent of "small cell" technology (radio access nodes so named due to their small size relative to the larger macrocells commonly attached to cell towers), wireless communications companies are able to boost connectivity in areas where signals have traditionally been weak. Wireless companies need space to host this technology; billboards and transit shelters offer a perfect host for enhancing cellular reception. For OOH companies, leasing space for small-cell technology on these assets could represent a significant cost-minimal revenue stream.

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USA: Advertisers Tackle Consumption in the Millennial Era

Whether we’re seeing new trending colors (millennial pink, anyone?), denim jean styles or even the ways consumers shop, we can all agree a lot has changed in the 21st century. One could recall the early 2000s, when “hanging at the mall” was all the rage.

Fast forward fifteen years and we now see an endless cycle of news around the continuing decline of big box retail, and the fact that the malls these brick-and-mortar stores anchor continue to see declines in traffic and sales. The likely culprit? The ubiquitous smartphone every millennial depends on – for everything from on-demand laundry services to snatching that new pair of sunnies in one fell swoop.

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AUSTRALIA NEWS

Australia: Outdoor Media Association uses national billboards to highlight members’ contribution to public service

The out of home industry is using its national out of home billboard signage to provide consumers with less known facts about out of home advertising in a new campaign.

‘Outdoor Gives Back’ highlights the Outdoor Media Association’s members’ contributions to public service campaigns. In 2016, members donated $26m worth of advertising space for over two hundred beneficiaries and $352m was spent on building and maintaining public infrastructure.

Charmaine Moldrich, CEO, Outdoor Media Association said: “Given its ability to reach mass audiences 24/7, OOH is uniquely positioned to broadcast community messages, be it for road safety, public health, community service and government campaigns.

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Australia: Report Shows OOH Advertising Drives Greater ROI

A new study of advertising return on investment reveals that best results come when campaign mix includes out of home (OOH) along with television and digital media.

According to the Analytic Partners ROI Benchmarks study, commissioned by oOh!media, advertisers can enjoy up to 26 per cent additional returns when combining out of home with their TV and digital media activity. This compares favourably to other media mixes, such as digital and TV only or digital, TV and magazines which provides additional incremental ROI of 21 per cent and 22 per cent respectively.

The study is the largest market mix modelling study undertaken in Australia to help advertisers better plan their media spend. It is based on 14 years of data from more than 250 econometric studies created for more than 135 brands with a combined advertising spend in excess of $7 billion.

Brendon Cook, CEO of oOh!media, said while OOH performs strongly in delivering ROI, particularly when coupled with TV and online, many advertisers are not benefiting from it.

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Australia: “We Are In The Midst Of A Renaissance In OOH”: OMA Boss Charmaine Moldrich

Australia’s out-of-home (OOH) industry has posted an increase of 7.0 per cent on net media revenue year-on-year in the second quarter of 2017 to $197.5 million, according to the latest figures from the Outdoor Media Association (OMA).

The month of June saw the OOH industry record $68.8 million in net media revenue of $68.8 million – an increase of 5.3 per cent from the same month last year.

Digital revenue is sitting at 45.4 per cent of total net media revenue year-to-date, which is an increase over the recorded 37.3 per cent for the same period last year.

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MIDDLE EAST NEWS

Lebanon: Pikasso Wins ABC Verdun

Pikasso has won the exclusive advertising concession of ABC Verdun which will open its doors to the public on July 28th, 2017.

ABC Verdun, designed by Callison RTKL, is set to become Beirut's prime retail and leisure destination located in the heart of Verdun, a prime retail and commercial district. Its unique design with a distinctly fabulous green space on a stunning roof terrace will allow plenty of light to enter the mall.

It is the perfect synthesis of modernism, sophistication and ecology. This superstructure extends to six floors of shopping area and has a GLA of 50,000 m² with 200 leading retail stores and restaurants. It also accommodates a state-of-the-art movie theatre at the top floor, and a rich entertainment section.

Pikasso will deploy within the mall a state-of-the-art digital solution fitted with the latest engaging technology to deliver stunning DOOH campaigns.

Antonio Vincenti, Chairman & CEO of Pikasso, said: “We are very honoured to have been selected by ABC Verdun to manage the advertising of this very special shopping mall by all means: its location, its architecture, its audience, and entertainment. We have now added the crown jewel on our malls platform in Lebanon that will unleash the potential of retail advertising to figure in most media plans”.

ABC Management said: “We are glad to extend our partnership with Pikasso to ABC Verdun, destined to become a leading mall in the region. Pikasso will bring the state-of-the-art technologies in mall advertising that will match ABC Verdun unparalleled standards".

UAE: JCDecaux strengthens its presence in the Middle East with a new street furniture contract in Dubai

JCDecaux SA HAS announced that it has won with its Emirati partner, DXB Media Advertising, a new street furniture contract in Dubai (population 2.7 million) for 10 years, following a competitive tender by RTA (Roads and Transport Authority).

This contract will be exercised jointly by an entity that will be ultimately 75% owned by JCDecaux and 25% by DXB Média Advertising. This exclusive contract covers the installation, operation, upkeep and maintenance of 418 advertising lamp posts strategically positioned along the famous Jumeirah Beach Road, as well as 50 fully-interactive e-Village® situated in iconic locations around the city.

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ASIA NEWS

India: Delhi corporations end 10-year free rein for hoardings

After allowing a decade of wanton disregard for its rule that no advertisement hoarding should be put up within 75 metres of a traffic signal or roundabouts, the municipal corporations have finally started cracking the whip. Since Monday, the civic bodies claimed to have pulled down over a thousand hoardings and unipoles that violated the norms outlined in the Outdoor Advertisement Policy of 2007.

The drive began in areas under the North Delhi Municipal Corporation on Monday after the offending billboards failed to comply with the reminders sent to them. Around 1,100 hoardings have been dismantled till Wednesday, the three corporations claimed.

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