FEPE OOH News 15th December 2016

FEPE OOH News 15th December 2016



FEPE expands Creative Awards with Classic and Digital.

For the first time FEPE is to make two Creative Awards at its annual Congress in Stockholm next June: Classic and Digital.

Classic will be a traditional, non-moving poster campaign, still the favoured treatment for many of the world’s biggest out of home advertisers, including a number of cutting edge technology companies.

Music streaming service Spotify made waves earlier this year with this Classic campaign chosen by adam&eveDDB’s James Murphy (one of the speakers at this year’s Congress in Barcelona) as one of his campaigns of the year.

He described it in More About Advertising as “a great use of OOH that drove a huge amount of social.”

Digital will celebrate the huge creative advances made possible by digital technology.

Both awards will be presented at the Stockholm Congress Gala Dinner on June 8 2017.

The 2016 Creative Award went to Ocean Outdoor and London creative agency WCRS for their digital campaign for Women’s Aid, tackling the issue of domestic violence.

Executive Director Ellery says:

“FEPE is now a truly global organization and our Creative Awards must reflect the medium in its fullest sense." “By offering two Creative Awards we are able to honour traditional compelling uses of the medium in the Classic category and exciting creative advances made possible in Digital."

“The FEPE board feels this is the best way to celebrate the breadth and scope of creative out of home advertising worldwide.”

As in previous years there will also be the Lifetime Achievement Award, Leadership Award and Technical Innovation Award.

Nominations in all Award categories are sought from FEPE members. The winners will be chosen by an awards panel drawn from the FEPE board and headed by Executive Director John Ellery.

The closing date for members’ nominations is February 15th 2017. Completed forms should be returned to Richard Saturley, richard@worldooh.org

UK: Posterscope publish OOH Predictions for 2017

OOH is on the cusp of a new evolution: how it’s planned, bought and its interaction with people.

Mixing all of these ingredients together moves OOH into an unseen and largely untested realm – meaning many of our pre-existing rules, recommendations and benchmarks will be re-examined.

To find out more read our predictions for 2017 here

UK: Clear Channel renews media sales deal with Amscreen

Clear Channel UK extends forecourt network media sales deal for a further 3 years

Clear Channel UK has announced the extension of their media sales partnership with leading screen solutions provider Amscreen. The deal sees them continuing to sell advertising opportunities on the national screen network for a further 3 years.

The deal provides Clear Channel UK with exclusive rights to selling advertising opportunities across this 2700+ digital out-of-home network. The network reaches 18.4 million adults every two weeks through a national presence in leading forecourt and convenience locations operated by Tesco, BP, Shell and Esso as well as other leading independents.

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UK: Why Heathrow’s third runway is a milestone for advertisers

Hailed as a “truly momentous decision” by transport secretary Chris Grayling, the government’s go-ahead of Heathrow’s third runway has delivered a succinct and clear message to global brands and advertisers – that the UK is open for business.

After years of delays, set-backs and false starts, the government finally approved a third runway at Heathrow. The first full-length runway in the south-east since World War II will mean hundreds of thousands of extra flights in the West London airport and a huge impact on the UK economy. It will provide a huge boost to the out-of-home (OOH) advertising sector, which is enjoying something of a landmark year, with ad spend predicted to rise by 4.8 per centin 2016, up to £1.11bn.

In a time of nationwide economic uncertainty, the UK airport media landscape is in rude health. This year has seen a number of pivotal developments including the recent acquisition of Airport Media by OOH media operator Primesight, meaning that airport ad sales are now largely handled under two roofs (Primesight and JCDecaux), making media planners’ lives that bit easier.

Read more

Belgium: Digital OOH shows how fresh is fresh?

How fresh are fruits and vegetables in your local supermarket? Belgium Ad Agency Air and grocery outlet Delhaize provided the answer to the Belgium public with the ‘Delhaize Live Harvest’.

A simple OOH campaign consisting of 122 digital billboards across the country and a national banner campaign showed the short journey of local pears between field and supermarket enabling everyone to follow the pear harvest live during one day.


Video here

Switzerland: New digital offering in three shopping centres

Clear Channel Switzerland is expanding its digital offering with first-class advertising spaces in three Manor shopping centres in western Switzerland.

Clear Channel Switzerland is continuing to expand its presence at the point of sale (POS): a total of 15 digital state-of-the-art Premium advertising spaces can now be booked exclusively from Clear Channel Switzerland at three Manor shopping centres owned by Maus Frères:

  • Centre Manor Chavannes (63,000 visitors per week)
  • Centre Manor Vevey (102,000 visitors per week)
  • Centre Manor Monthey (60,000 visitors per week)

There are now 13 shopping centres across Switzerland to feature Clear Channel’s Digital Shopping Media, giving a total reach of around 843,000 visitors a week. Clear Channel has doubled its digital presence in western Switzerland with the new offering.

Read more


USA: In 2017, OOH Will Do Well and Do Good

Nancy Fletcher OAAA President and CEO, OAAA

Out of home (OOH) advertising “has the ability to really drive clever copy home that other media can’t always do as well.”

This well-spoken premise – offered by the chief marketing officer of Spotify – supports my bullish predictions for the New Year.

In 2017, OOH will outperform growth in overall advertising and the GDP (gross domestic product) because:

  • Advertisers covet audiences outside the home
  • OOH is renowned for its ability to build brands
  • OOH connects the physical world to the digital world, amplifying other media
  • OOH media owners are investing in the future and leading from the front
  • Automation makes OOH easier to plan and buy, Geopath improves measurement
  • Government will be more of a partner and less an impediment

“Ultimately,” says media analyst Omar Akhtar, “you have to look at where people spend the most amount of time to see where ad spending will increase.”

Read more

USA: Clear Channel Outdoor Americas Launches First Nationwide Programmatic Solution in U.S. for Out Of Home Ad Buying

Automated Digital Billboard Purchasing Meets Marketers’ Demands by Tapping into Audience-Driven Data that Integrates OOH into the Broader Programmatic Media Ecosystem, Enabling Smarter and Easier Buys

Clear Channel Outdoor Americas, a subsidiary of iHeartMedia, Inc., announced today with Rubicon Project, operator of one of the largest advertising marketplaces in the world, the development of the first automated programmatic Out-of-Home (OOH) buying solution – which, for the first time, makes CCOA’s digital billboard inventory available to programmatic buyers via Rubicon Project’s Private Marketplace (PMP).

This will now enable advertisers and brands to purchase CCOA’s high-impact digital billboard inventory at scale, seamlessly, within a PMP. Built from the ground up by CCOA and Rubicon Project, this new digital OOH (DOOH) exchange combines CCOA’s significant reach of 1,000 digital billboards across 25 of its 29 digital U.S. markets with Rubicon Project’s leading technology platform.

Read more

Canada: Creativity and Innovation Are Key to OOH's Growth

By Rosanne Caron

The world’s oldest and largest screen continues to evolve through innovative ideas and integration with mobile and social media.

Biometric studies have revealed that when people are outside their homes, they are more alert than when they are watching TV and other screens in their homes. This is an important distinction as alertness drives attention and memory encoding, both of which are key factors that underpin the impact of advertising.

The power of OOH was clearly demonstrated in Drake’s use of a single cryptic billboard which earned millions of social media impressions increasing the hype surrounding the forthcoming release.

With an increasing number of searches being done from mobile devices, Kijiji, a website for classified ads, took advantage of this opportunity with a campaign that ran on public transit networks and billboards in several Canadian cities. The locally tailored ads asked commuters if they had what they needed and informed them of the site’s million plus postings. Commuters could immediately respond to the advertising by using their mobile devices to search for their desired items on Kijiji.

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USA: 16 Brilliant Outdoor Ads That Rocked the Real World in 2016

Out of home remains one of our favorite advertising mediums. Yes, so much of it is an eyesore, but when it's great, there's almost nothing better.

There's something particularly delightful about great work that lives in the physical world and not on a screen. The best outdoor work is immediate, visceral, instantly relevant—and just real—in ways advertising always strives to be.

This gallery of great outdoor advertising from 2016 has executions that are all over the map, literally and figuratively.

We travel from the U.S. to Canada to France to Australia to find great ideas delivered in clever, thoughtful and often hilarious ways. Each piece of work generated an enormous reaction—a good reminder that in the age of the internet, even single executions can have global reach. Congrats to all the brands and agencies on the list.

Read more


Australia: APN Outdoor Group and oOh! Media to merge

APN Outdoor and oOh! Media are set to merge to create a “leading, diversified out-of-home and online media group in Australia and New Zealand”.

The merger has been announced to the ASX this morning, with the companies explaining the rationale behind the decision is to create a “long-term and diversified asset base across classic, digital and online formats”.

The merged group for FY16 would have a profit of $171m with the merger forecast to achieve cost synergies of at least $20m per annum “to be realised on a run-rate basis within two years following implementation of the merger”.

According to the ASX announcement the merger would have “significant value accretion to be shared by both shareholder groups”. Subject to oOh! Media shareholder approval, and the other conditions of the deal being satisfied, the merger is expected to be implemented in April 2017.

Read more

Australia: Out Of Home in 2017: Static is Dead and Digital doesn’t Cut it

By Brendon Cook, CEO oOh! Media

It’s time the OOH industry retired the terms static and digital and moved to classic and dynamic In the past year the Out Of Home industry has debated the best way to describe traditional billboards and their newer digital forms.

Inside the industry’s global body FEPE, the music stopped on the word Classic as the best way to redefine static billboards. The debate is not as conclusive yet on a replacement for digital but I believe there is a strong case for Dynamic.

Read more

Australia: APN chases commuters’ eyeballs with new app

APN Outdoor will launch a ­public transport mobile app and insert screens on buses, as the company seeks to maximise its engagement with commuters.

The new app, called Catch, will offer commuters news, sport, weather and entertainment via free WiFi on an initial 50 buses in Sydney from today, ahead of an expected rollout of more than 1000 buses in 2017.

APN Outdoor has signed a number of content providers, ­including Sky News, Foxtel Lifestyle and the Harris Farm grocery chain, to the service.

“The idea is to engage with commuters when they are on the way to work and essentially bored and looking for things to do,” APN Outdoor chief executive Richard Herring said. “The timing was perfect for us to up the ante in terms of connectivity ­between mobile and outdoor.”

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South Africa: JCDecaux South Africa relaunches its Citilite networks reinforced by OMC (Road) metrics

Following the recent release of the Road survey through the OMC (Outdoor Measurement Council), JCDecaux in South Africa has re-evaluated its geo-demographic and psychographically designed Citilite networks. This exercise was undertaken to reinforce the strategic value these networks provide as off-the-shelf solutions to support a number of media challenges.

The highly successful Citilite range was first introduced from France and patented in South Africa and sub-Saharan Africa by JCDecaux in 2001. The success of the range is largely due to the tactical opportunities it provides marketers. Advertising messages are moved to new locations every 2 weeks, dramatically increasing brands’ reach, frequency and recall. This rotation also ensures that creative messages do not suffer ‘fatigue’ and therefore maintain their impact factor.

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Nigeria: Detailing the Politics of Lagos Outdoor Advertising During the 2015 Elections

The sordid intrigues and high stakes politicking that characterised events which played out in Lagos State outdoor advertising sector, in the build-up to Nigeria’s 2015 General Elections, have been laid out in George Noah’s new book, 2015 Elections: The Politics of Outdoor Advertising in Lagos State.

Comprising 22 chapters, the book is authored by Noah, who served as immediate past Managing Director of Lagos State Signage and Advertisement Agency (LASAA), and piloted the agency through the volatile elections of that year. He was in the eye of the storm, with federal authorities and opposition groups in Lagos engaging LASAA in a battle of attrition famously dubbed ‘The Lagos Poster War’.

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India: Government crackdown on "magic cure" ads

The Centre has decided to write to all state governments asking them to launch a crackdown on outdoor advertisements of traditional medicines that claim to “magically” cure various illnesses and cosmetic problems.

Sources in the Union information and broadcasting ministry said the letters will be sent out following a nudge from the Union ministry of Ayurveda, Yoga and Naturopathy, Unani, Siddha and Homeopathy.

The Ayush ministry, a few months back, had made some changes in the Drugs and Cosmetic Rules to make it illegal for traditional medicine manufacturers to advertise cures or treatments for over 35 medical disorders, such as baldness, infertility and short height.

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