FEPE OOH News 14th February 2019

FEPE OOH News 14th February 2019



FEPE International adds OAAA's Nancy Fletcher and Broadsign's Stephanie Gutnik to Dubai Congress Speaker list

FEPE International has signed up an impressive list of speakers from all sides of the industry for its 60th Annual Congress, titled 'The Fame Game', to be held at the Intercontinental Hotel Dubai Festival City on May 1-3 2019, with the latest additions Nancy Fletcher, President and CEO of the Out of Home Association of America and Stephanie Gutnik, Vice President Business Development of Broadsign, last year's joint winner of the FEPE Rising Star Award.

The Keynote Speaker is Jean-Charles Decaux, Co-Chairman of JCDecaux, the world’s largest Out of Home media company, and he will be joined by Kinetic Global CEO Marc-Antoine de Roys and Posterscope Global CEO Stephen Whyte. Kinetic, owned by WPP, and Posterscope, owned by Dentsu Aegis Network, are the world’s largest specialist Out of Home planning and buying agencies.

The Creative Keynote Speaker will be internationally celebrated copywriter and Leagas Delaney chairman, Tim Delaney.  Leagas Delaney is now one of the world’s few independent creative networks with offices in London, America, Hamburg, Milan and Shanghai.

In addition, FEPE’s Annual Awards, now in their fifth year, will be presented at the Gala Dinner on May 2. There will two Creative Awards (for Classic and Digital Out of Home) and further awards for Lifetime Achievement, Leadership, Technical Innovation and the Out of Home industry’s Rising Star, presented to someone under 30 who has made an outstanding contribution to the Out of Home industry.

FEPE President Tom Goddard says: “FEPE Dubai is now set fair to be 2019’s unmissable window on the thriving global Out of Home industry as we face the challenges of a rapidly changing media marketplace and a number of new demands and expectations from the international client community.”

For Full Registration Details please go to www.worldooh.org

UK: Stuart Taylor to step down as UK CEO of Kinetic

Stuart Taylor is to step down as UK chief executive of WPP’s Kinetic, the country’s biggest out-of-home buying agency.

Taylor, who has been at Kinetic for six years and was previously chief executive of Guardian Media Group’s radio division, will leave the agency in June.

He turns 56 in April and said he had "always planned to make a change at this time in my life" and is "excited for this next chapter".

Kinetic said it had "strong revenue performance" during Taylor’s time in charge as the agency added big clients such as Tesco and Coca-Cola, and the OOH sector embraced digital screens.

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UK: Podcast | Britain's Thriving Digital OOH Market

In the latest episode of "Behind the Numbers," eMarketer senior analyst Bill Fisher breaks down the data for the digital OOH market in the UK. How many British consumers see DOOH ads? Where are the ad dollars coming from? Which advertisers are making waves?

Click through to listen

UK: JCDecaux signs London Borough of Camden bus shelter contract

JCDecaux S.A the number one outdoor advertising company worldwide, announces that following a competitive tender, it has signed the bus shelter advertising contract for the London Borough of Camden, with a footprint that covers a large part of central London, including the UK head offices of Google, St. Pancras International (Eurostar station) and the British Museum.

Under the new 10-year contract, JCDecaux will provide Camden with new bus shelters designed by Foster + Partners, including advertising operations and the maintenance of shelters. New premium locations in Camden will include: Tottenham Court Road, Euston Road, High Holborn and New Oxford Street.

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Ireland: McDonald's Brings (Out of) Home the Bacon in New Campaign

McDonald’s has launched an innovative Out of Home campaign integrated with dynamic capabilities to help settle the debate that has been stirring since it launched the Big Mac with bacon – Is a Big Mac still a Big Mac if you add bacon?

To help intensify the conversation, dynamic enables percentage results and location shout- outs to be broadcast on digital formats across Ireland’s main cities.

In a media first, screens are populated with results from an online poll facilitated by McDonald’s partnership with Joe.ie, where users cast their vote using associated hashtags (#NotABigMac #StillABigMac). The results are ingested into PML Group’s Dynamic platform to showcase how people are voting in the Big Mac debate.

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USA: Tourism Ads Target Depending on the Weather

UK Weather latest: England records coldest night as temperatures plummet.

The next day, images of smiling, swim-suited paddle boarders in sunny Florida appeared on a network of 68 digital billboards in London, along with other images from balmy Tampa Bay.

“Anyone driving in that network of roads will see pretty stunning images of Tampa Bay and Bradenton (Florida),” said Santiago Corrado, CEO of Visit Tampa Bay.

Ads on London taxis also promised “sunny escapes.”

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Puerto Rico: Watchfire Signs Manufactures World's Largest Digital Billboard of 2018 for bMedia Group in Puerto Rico

Watchfire Signs, a leading manufacturer of outdoor LED signs, digital billboards and video scoreboards, capped off a stellar year by manufacturing the largest digital billboard of 2018 for bMedia Group in Puerto Rico. Click to tweet.

Located at Centro Internacional de Mercadeo in Guaynabo, Puerto Rico, the billboard measures an expansive 56’ x 119’. At just under 7,000 sq. ft. the board’s size is the equivalent of about 2.5 semi trucks in length and is 6 feet wider than an NBA basketball court.

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South America: Headway aiming for 25,000 Out of Home screens by year-end

Latin American digital marketing firm Headway expects to end 2019 with 25,000 digital billboards active in public spaces across the region, the company reported.

At present the group operates 4,000 advertising screens in malls, public transport vehicles and highways in Mexico, Colombia, Argentina and Chile, and Headway's EVP of acceleration, Roberto L'Hopital, believes it will end the year with the most extensive Digital Out Of Home (DOOH) network in Latin America.

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Australia: Report: The Life-Changing Benefits Of Connecting With The World Around Us

The Outdoor Media Association, with Glider Global and world-renowned neural and systems complexity specialist Dr Fiona Kerr, has revealed the science behind the public movement inviting Australians to Look Up and out.

At the heart of the action is a new report The Art & Science of Looking Up, developed by Glider Global and Dr Kerr, which confirms the multitude of physical, psychological and social benefits to simply looking up and out.

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Australia: Two for the price of four: OOH's new horizons

Hot on the heels of a year defined by mega–mergers and industry consolidation, two new Australia out–of– home (OOH) market leaders have emerged and are raring to go – with Ooh!Media and JCDecaux now taking a commanding position of influence throughout the industry.

However, with investment in the sector expected to rise, they are not alone, with players such as QMS, Scentre Group, VMO, Goa and MCN still in the mix, finding their own niches in the market.

All eyes are now on the two new dominant forces in OOH to lead the industry in digital out–of–home (DOOH), best practice, transparency and measurement, with major holding groups’ media buyers making no bones about expectations when it comes to industry standardisation and trading methods.

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Australia: 'Engaging experiences': Brisbane Airport strikes long-term advertising partnership with oOh!media

oOh!media has struck a new long-term advertising partnership with Brisbane Airport Corporation (BAC), which extends the 18-year relationship between the two companies. The agreement includes exclusive rights for internal and external advertising for both the domestic and international terminals.

The deal will include new signage and feature what the partners claimed would be “the largest digital airport billboard”, as well as real-time content delivery and data informed targeting. (The videos on this page offer examples of how oOh!media aims to engage travellers through digital signage.)

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Africa: Digital out of home in Africa sees double digit growth

Out of home is exploding across Africa, aided by infrastructure development, reduced costs and technological developments. 

Following the September 2018 PwC Outlook on out of home (OOH) advertising in Africa, it’s clear the platform will hit explosive growth in the next five years, where digital out of home (DOOH) has tipped the scales.

“Digital has exploded across the continent with forecasts reflecting double digit growth over the next five years,” says Howard Lonstein, marketing manager of Provantage Media Group’s Outdoor Network. “Locally it is forecast to account for 40% of OOH spend in the next four years.” Digital has been, and will remain, a key area of focus for all the major media owners. This bodes favourably for OOH, contributing to continual growth in the industry, he says.

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South Africa: Primedia Outdoor breaks roadside digital ground in Durban!

With an astounding 900 square metres of roadside digital out-of-home (DOOH) in South Africa already, Primedia Outdoor launches another breathtaking highway LED billboard along the M4 Southern Freeway in Durban, KwaZulu-Natal. This colossal digital network positions Primedia Outdoor as a robust media partner in the OOH landscape delivering the best locations and high-quality products into the market place.

Following the success of its Freeway Digital Network in Gauteng, Primedia Outdoor’s brand new 4.5m x 18m LED billboard in Durban delivers impressive audience impacts of 3,327,782 over four weeks (ROAD 15/16/17 SM, KZN Adults 15+). Audiences travelling from the southern suburbs towards the Durban CBD will be met with this powerful LED billboard, delivering dynamic, flexible, high-quality digital messaging 24 hours a day. 

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India: Posterscope launches India's first digital OOH Ad Exchange - ROOH

Posterscope India, the out-of-home (OOH) specialist from Dentsu Aegis Network (DAN), has announced the launch of ROOH (Real Time Out Of Home), a unique planning-buying platform (including programmatic) for digital OOH inventories.

With billings from digital OOH estimated to grow at a rate of 60 per cent by the end of 2019, this latest tool will only help Posterscope to further strengthen and bolster its real-time capabilities in India.

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India: Idea to showcase 4G capability with high decibel OOH campaign

Public behaviour is often dictated by “Who’s watching” or “Kaun Dekh Raha Hai?” Hiding behind the veil of anonymity, people often display improper behaviour, which gets immediately corrected when they know they are in public glare. Further, live video streaming in HD quality is commonly perceived to be the truest test of an effective and efficient 4G network. Bringing these twin consumer insights to light, brand Idea has launched its new ad campaign ‘Idea 4G – India ka Live Network’. Two specially created TVCs convey this direct message in an interesting and succinct manner via real life situations which are common and hence easy for all to identify and relate with. The OOH leg of the campaign will be out in a week’s time.

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