FEPE OOH News 16th August 2018

FEPE OOH News 16th August 2018



Germany: The 800-Pound Advertising Gorilla Is About To Enter OOH

Alphabet’s Google is partnering with OOHusing its mobile tracking data to deliver ads to you.  

Here is word of a potential sea change in the Advertising and Out of Home Industry.

Its been coming for sometime and in some ways is happening already, just not the direct magnitude being proposed. According to German news  WirtschaftsWoche, Google has been pitching ad agencies in Germany with its advertising opportunities in partnership with OOH Companies. Google will access its location-based mobile data, couple it with those similarly targeted demos delivered by specific location-based OOH billboards who fit the mobile data. The first blush of an example might be, a downtown concert venue where street furniture, transit shelters, and other Digital OOH will message the specific concert going fans with a brand, (fashion, alcohol) who seek the same demo.  They propose to do so using programmatic. Quite a trifecta of high-tech coming together with Outdoor Advertising.

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UK: Placement of 'unhealthy' food advertisements come under heavy scrutiny

Several ASA decisions published today highlight the continued focus by the ASA on advertising high fat, sugar or salt products ("HFSS") to children.

Advertising HFSS products is under heavy scrutiny with even London Mayor, Sadiq Khan, investigating a ban on such advertising in London to help tackle obesity.

KFC advertised its Krushems product on a phone box by a school. The CAP Code requires that HFSS products must not be directed at children through the selection of media or the context in which they appeared. Importantly, no advertising medium should be used to advertise a HFSS product if more than 25% of its audience were under the age of 16.

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UK: London Underground to air broadcast news as Euronews partners with Exterion Media

Commuters on the London Underground will now be able to watch the news as they wait for trains.

TV channel Euronews has struck a partnership with out-of-home advertising business Exterion Media to show bulletins on its 60 new HD screens across the tube network.

Passengers in 15 stations – including Camden Town, Green Park and Oxford Circus – will see local and international news reports encompassing sports, technology, weather, business and lifestyle updates.

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Russian OOH Congress 27th - 29th September

Register before the PRICE GOES UP 20TH OF AUGUST for the 10th International OOH Congress 27-29 September, St. Petersburg, Russia


20th of August – last call for registration at optimal price for the 10th International OOH Congress in Corinthia 5*, St-Petersburg, Russia between 27-29 September 2018.

Congress languages: English & Russian. 15% FEPE discount for Sorrento delegates.

Two-days Congress program covers all segments of classic, DOOH, indoor & transit advertising.

Headliners confirmed: legendary Annie Rickard, Gideon Adey from Kinetic, Christian von den Brincken from Stroer, Igor Kirikchi the head of BBDO, Russia, speakers from HAVAS, ADV, Russ Outdoor etc.

Audience: 350+ key people of global & Russian OOH industry: largest operators, ad agencies, suppliers, clients, research companies & mass media.

Format: 2 conference days, exhibition area, White Party & Gala Dinner. Creative entertainment program will traditionally complement business agenda.

The organizers have negotiated special rates for the Congress venue Corinthia 5* hotel.

LIGHT PASS option for accompanying persons is available.

OOH Congress is especially recommended for suppliers interested in finding new business within the huge OOH market of the 140-million people country of Russia.

For more information, please visit oohcongress.ru or contact Jane Baranova

Netherlands: Dutch digital outdoor startup Beyond Outdoor raises €1.3M of funding

Beyond Outdoor, a Dutch startup in digital outdoor advertising has raised €1.3 million for the realisation of two digital advertising poles at two prime locations along the busiest traffic arteries in the Netherlands.  

Founder Danny Tournier was able to raise €900,000 through a crowdfunding campaign via the Colling Crowdfund platform. The remaining €400,000 was invested by the shareholders themselves. The financial injection follows two prior tranches of €3.5 million in total. With this last funding round, the company strengthens its position as leader of the digital revolution in ‘Digital Out of Home’.

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USA: Watchfire Wins $30 million Las Vegas Renovation

The largest single video screen in the world is getting a next-generation reboot, and Watchfire Signs of Danville, Ill. has been selected to imagine and manufacture it. 

Watchfire was selected from among 15 digital screen manufacturers from around the world to completely rebuild the canopy that is part of Fremont Street Experience in Las Vegas. The $30 million project will be completed in 2019. 

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USA: The New Tech Locator: User-Friendly, Informative

Access to rich data sources have and continue to transform the out of home (OOH) industry. Data allows OOH companies to strengthen bonds between brands and consumers, to improve targeting and ROI analysis, and to stay ahead of where consumers are heading.

With continued development of connected networks and platforms, OOH is becoming a fully integrated partner in the broader media planning and buying ecosystem, making OOH more of a core medium than ever before.

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USA: Jody Smith of Broadsign: unlocking new communication potential in the era of smart cities

Smart cities have long been a concept reserved for sci-fi films, but with recent technological advancements, they’re quickly becoming a reality. Media owners have begun to make city-wide audiences available and more addressable using smart city technology in less intrusive ways than the retina scanning technology that served up personalized ads in sci-fi thriller Minority Report.

For instance, sensor technology built into digital posters is used to more accurately estimate the number of shoppers in the vicinity at a given time of day, while traffic monitoring provides insight into traffic patterns that can be used to adjust playback duration on billboard content.

Taking cues from the ad industry, urban planners are exploring how similar data and technology can be implemented to improve urban life. Across the globe, cities are getting smarter. A recent report projects the smart cities industry to exceed $1.2 billion by 2022, a figure that will continue to trend upward as new advances in big data, AI, IoT, 5G and sensor arrays make smart cities more viable. But what makes a city intelligent, and what role will advertising play in the continued smart city evolution? How will smart cities change the way brands communicate with audiences?

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USA: The Psychology Behind Billboards

We all know the bonuses to advertising using OOH…tapping into the unconscious psychology of a geotargeted group of consumers is a huge one, because your tactically selected audience has minimal control over the information that they digest in their day to day lives.

We’ll admit, at One Agency we class ourselves as out of home geeks. We love finding new ways to tap into the psychology of the consumer to figure out how they like to ingest information; because this goes so far beyond simply showcasing the facts that you consider to be most interesting within your business. Factors like the way that the eye moves across different formats, the colours and the types of images that work best in different environments are determiners of how much traction any outdoor ad generates.

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Canada: Bitcoin Goes Bold And Creative With Wild On Media's Out-Of-Home Advertising

A creative out-of-home campaign in Toronto brought the screens to the people rather than trying to reach people through their personal devices. It was a tactic that best weaved digital with out-of-home marketing.

This Canada Day, July 1 2018, the Bitcoin Cash Fund (BCF) a global organization promoting use of Bitcoin Cash, ran an experiential campaign in Toronto. This was part of a global digital campaign wherein visitors to BCF’s website could win Bitcoin cash. Undoubtedly, the tactic used in Toronto was the most unique one. A digital (video) truck live-streamed the online competition for the crowds, out to celebrate the Canada Day. The digital truck drove to predetermined festivity-filled areas and attracted people to participate through bitcoincashers’ website.

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Australia: APN Outdoor Bolsters Data And Insights Team

APN Outdoor today has announced further investment in data and analytics, with the appointment of a new head of data and insights and two data scientists.

The three appointments highlight APN Outdoor’s ongoing commitment to creating a world-class data and analytics team and capability. They follow the highly successful launch in early July this year of Dn’A, a leading data and analytics innovation that will maximise the impact and effectiveness of outdoor advertising.

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Australia: Koala marketer on using outdoor ads to generate digital buzz

From Clive Palmer to Ikea, no one is safe from the irreverent advertising by Koala Mattresses. The Australian furniture startup has posted a series of billboards that mock competitor Ikea and recreate Clive Palmer’s controversial ‘Make Australia Great’ ads.

Up until 12 months ago when the Australian startup started exploring outdoor advertising, Koala Mattresses relied heavily on digital advertising, specifically retargeting.

For head of marketing Tim Doyle, its foray into outdoor ads had to generate digital buzz to tap into the digital DNA of the brand.

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India: Guwahati based OOH firm Outreach Advertising among Top 100 SMEs

GUWAHATI: Guwahati-based OOH media owning firm Outreach Advertising has been recognised in the list of top 100 Small Medium Enterprises of the country by the Ministry of MSMEs. 

Commenting on the recognition award, Sunit Jain of Outreach Advertising shared, “I believe the purchase order process followed by our company which is robust and systematic has got us this recognition because most of small and medium enterprises don’t follow organised work processes.”

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Singapore: Drone company DJI runs worldwide airport OOH campaign for 'Now It's Epic' initiative

Drone company DJI tied up with JCDecaux to roll out an OOH campaign to promote its “Now It’s Epic” initiative. The OOH campaign, which ran from June to July 2018, was seen on OOH digital screens at Singapore Changi Airport, as well as Los Angeles International Airport, London Heathrow Airport, Paris Charles de Gaulle Airport and Frankfurt Airport.

The campaign aimed to promote DJI’s Mavic Air drones to avid travelers and to position it as the best travel drone in the market. JCDecaux One World and JCDecaux Singapore were engaged for this initiative.

The “Now It’s Epic” initiative, first launched in 21 June in partnership with TripAdvisor, challenged travellers and drone pilots in a photo and video contest. The #NowItsEpic campaign was live on digital platforms, as well as Skypixel, DJI’s creative platform for drone owners to share their epic travel moments.

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