FEPE OOH News 17th February 2017

FEPE OOH News 17th February 2017



UK: JCDecaux and Bitposter to automate OOH trading

Out-of-home specialist JCDecaux has announced a new partnership with Bitposter that will support the automated trading of its media.

Bitposter is an OOH automated trading platform, and the partnership will provide buyers with an additional front-end interface which JCDecaux says will enable it to deliver automation at scale.

The news comes a few weeks after another OOH business, Clear Channel Outdoor, announced similar plans.

Clear Channel's global business launched the automated solution in Belgium last month, while announcing a roll-out of its programmatic capabilities in the UK for March.

Commenting on this week's news, Philip Thomas, co-chief executive officer at JCDecaux, said: "Through this partnership we will combine the expertise of two market leaders.

"Using JCDecaux’s SmartBRICS data management platform (DMP) and the front-end buyer interface of Bitposter this partnership will give buyers an additional channel to JCDecaux’s inventory via an automated process, as media moves away from frame-based buying to audience-based trading."


FEPE: Bookings for the FEPE Stockholm Congress are open

58th FEPE Congress will be June 7th - 9th 2017 at the Radisson Blu Waterfront Hotel and Congress centre, Stockholm

We have just returned from a visit to our Stockholm venues (hence the newsletter being a day late this week) and we are getting ready to make the first announcements about the speaker programme and Gala and Social dinner venues.

We will be having 2 days of presentations with high calibre speakers from across the world, all of whom will be bringing their unique viewpoints on the Out of Home industry.

There will be an exclusive and much larger exhibition area attached to the main congress hall, and spaces are now available to reserve. If you are a supplier who wishes to get your product in front of an audience of global OOH decision makers please email us soon so we can hold a space for you.

We also have additional sponsorship opportunities available for interested parties, please email Mark Flys at FEPE for further details.

Early bird registrations will be open until the end of February, which will allow delegates an extra €100 reduction regardless of FEPE membership status. Delegate fees are unchanged at €1100 for members and €1600 for non members, plus the additional early bird reduction.

Booking form is available on the FEPE Homepage

UK: Exterion Media has big plans for Tube advertising

In March 2016, Transport for London (TfL) picked Exterion Media as its media partner for what it called the “world’s largest outdoor advertising contract”.

The numbers speak for themselves. An average advertising engagement dwell time of three minutes on the platform and 13 inside a carriage is supported by the finding that London Underground users are six times more likely to recall an advert seen there. Some 79 per cent have looked up something or purchased a product as a result, with the advent of WiFi on platforms seeing a quarter search advertisements online.

With 3.5m million passenger journeys a day, London Underground provides businesses with a wide range of advertising opportunities. Then there is bus advertising, with 2.3bn journeys made on those each year.

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UK: Kinetic invests in startups to 'shape the future' of out-of-home

Out of home is in the midst of a digital transformation, and WPP-owned out-of-home agency Kinetic is trying to stay ahead of the curve by investing in startups to help influence the future of data-driven OOH.

The agency has launched a startup incubator, KineticX, that will provide around six startups specialising in contextual marketing and digital screen technology access to its resources in exchange for exclusivity of those new technologies. The agency will not commit money to the startups and will not ask for equity, instead it sees its relationship with the startups as partnerships.

It hopes to help generate revenue for early-stage businesses in order to “shape the future of the industry”, said Roshan Singh, who is heading up the KineticX division.

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UK: Kinetic launches new programmatic platform with Bitposter

There could scarcely be a more controversial topic in adland than programmatic buying but WPP-owned out of home giant Kinetic is wading into the fray with the launch of a new, so far un-named, automatic OOH trading platform using Bitposter technology.

Kinetic says it is offering the new platform to the big OOH players including JC Decaux, Clear Channel, Primesight, Exterion Media, Outdoor Plus, Ocean Outdoor and Signature as well other “significant media owners” across all formats in the UK. It’s not clear how many will sign up to what looks like Kinetic’s very own walled garden. The new platform includes the Kinetic planning tool Aureus.

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Ireland: McDonald's Wins Grand Prix in PML's Poster Impact Awards

McDonald’s has become the first advertiser to win the Grand Prix for a second time in PML Group’s annual Poster Impact Awards. Having won the award previously in 2014, the restaurant chain has once again been recognised for achieving the highest recalled OOH campaign for 2016.

The campaign, for the Eurosaver range, ran in December and the agencies involved were Mediaworks, TBWADublin and Source out of home.

Poster Impact is the long-running campaign effectiveness research service offered by PML Group. In 2016, more than one thousand OOH campaigns were measured as part of the research programme, which is conducted in association with IpsosMRBI.

Since 1996, almost 16,000 OOH campaigns have been scored across a range of key performance indicators. More than 100,000 Dubliners have taken part in the study.

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Italy and Spain: JCDecaux and Cellnex sealed a commercial alliance to speed up the roll-out of "small cells" and DAS in Spain and Italy

JCDecaux and Cellnex Telecom, the Europe`s leading independent operator of wireless telecommunications infrastructure, have signed a commercial cooperation agreement to speed up the roll-out of the new mobility broadband networks based on "small cells" and DAS (distributed antenna system) technologies.

One of the key challenges for current 4G and future 5G technologies is the exponential increase in mobile data traffic caused by the wealth of content and services offered by network access operators and the capacity developed by the new-generation terminals.

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Ireland: Ad2One and Kinetic Form Mobile Partnership

Kinetic has formed a strategic partnership with digital agency ad2one to integrate NEAR technology into OOH campaigns.

One client – Coca-Cola – has already run a campaign across transport, bus shelters, point-of-sale formats and digital OOH promoting a mini projector giveaway. All sites, as well as several young, urban hotspots were geo-fenced. When the target audience entered within a certain radius of the OOH sites or hotspots, they were served a mobile display advert once in-app, extending the campaigns reach.

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USA: OAAA Now Offering ‘ Tech Ed’

By Ian Dallimore Director of Innovation + Digital Sales Strategy - Lamar Advertising Company

Last year, the OAAA Innovations Committee met to determine how best to educate the OOH community about the many new technologies available to enhance all aspects of the ad campaign process – from planning and buying to execution and reporting. With so many tech companies as OAAA members under the new “Technology” membership category, many of whom sat around the committee table, we decided to lay out an entire OOH tech ecosystem, breaking down OAAA tech members into more specific categories.

This graphic allowed us to look at which companies can do what and for whom. So now – we have this ecosystem listing which OAAA tech members offer data collection solutions or transactional platforms or content management systems or some other tech service – how do we let the OOH industry know these services are available and how they work? We created the OAAA Tech Hub.

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USA: 4 Things To Know As Out-Of-Home Goes Programmatic

Billboards are lighting up with the promise of programmatic.

Out-of-home (OOH) is projected to grow almost 12% in spend by 2020 – faster than any other traditional media – thanks to opportunities in digital, according to the Outdoor Advertising Association of America.

Digital OOH accounted for $2.7 billion in ad spend in the US last year. As digital inventory grows, OOH media sellers are eyeing programmatic budgets. US sellers like Clear Channel Outdoor, Lamar and Outfront Media are building platforms or partnering with vendors to allow for programmatic buying and targeting on their digital inventory.

Digital buyers are waking up to the OOH opportunity.

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Panama: JCDecaux, as a partner of Panama City's ambitious Smart City project, introduces new connectivity and information services

JCDecaux, as a partner of Panama City's ambitious Smart City project, introduces new connectivity and information services Paris, 14 February 2017 - JCDecaux SA(Euronext Paris:DEC), JCDecaux S.A is working with Panama City in its move to turn itself into a "Smart City" by rolling out innovative digital services.

JCDecaux has been Panama City's bus shelter concession holder since 2002. Working in tandem with Wigo, Panama's largest free hotspot network with more than 1.3 million unique users, JCDecaux launched free Wi-Fi service on 16 January this year at 50 bus shelters in the country's capital.

Users can now access the web easily and free-of-charge through a portal that also provides transit information, such as which buses serve a particular stop. It also allows them to geo-locate the next bus on a city map and receive public-service announcements from the city government.

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USA: 115 Campaigns Vying for Top Awards in Out of Home Advertising Design

OAAA has revealed the 115 contenders for the 2017 OBIE Awards. Celebrating its 75th anniversary this year, the OBIE Awards program is the oldest and one of the most prestigious shows in advertising, awarding creative excellence in the out of home (OOH) medium.

In addition to multiple Bronze, Silver, and Gold OBIE Awards, OAAA will present the first ever Platinum OBIE Award, as well as four new Craft Awards. Additional categories this year honor OOH work that is contextual, engaging, experiential, and more.

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Australia: Outdoor Media Association Announced Winner Of Its Creative Collection Grand Prix

The Outdoor Media Association (OMA) today announced the winner of its annual Creative Collection Grand Prix.

Selected from over 150 campaigns, submitted over the past year as part of the OMA’s Creative Collection competition, the University of Melbourne’s ‘Made Possible by Melbourne’ campaign was named the 2016 Grand Prix winner, with an honourable mention going to Bonds ‘The Boys’.

“The ‘Made possible by Melbourne’ campaign was undoubtedly the best example of how Out of Home (OOH) is being used to its full potential by smart advertisers, engaging audiences across multiple OOH platforms, complemented by mobile, to create an interactive experience that immerse audiences,” said Charmaine Moldrich CEO, OMA.

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South Africa: Making the case for crowdsourcing OOH audits

Traditionally out of home audits are complex and expensive and many markets on the African continent lack even the most basic OOH data. But a Cape Town company has come up with a solution.

Dashboard Marketing Intelligence, a market research and strategy business focusing on innovation and developing Africa-relevant solutions, presented their pilot study on Crowdsourcing OOH (out of home) audits, at the PAMRO conference in August 2016.

Peter Searll, award-winning pioneer of mobile-based market research in Southern Africa and managing partner at Dashboard, gave an overview of the study and the implications for marketers and media owners.

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South Africa: Barry Sayer renewed as non-executive Chairman and Director of the JCDecaux Board

Ex-FEPE International President Barry Sayer has been renewed as non-executive Chairman and Director of the Board of JCDecaux Sub Saharan Africa, effective from 1 February 2017.

Jean-Sébastien Decaux, CEO Southern Europe, Belgium and Luxembourg, and CEO Africa and Israel, said: “I’m pleased to continue to collaborate with Barry. I have no doubt that his contribution will be important to successfully meet the many challenges and projects facing us in this promising continent.”

About JCDecaux in sub-Saharan Africa

JCDecaux in sub-Saharan Africa, formerly Continental Outdoor Media until the acquisition by JCDecaux SA in partnership with Royal Bafokeng Holdings in June 2015, is Africa's leading traditional and digital outdoor advertising company and operates in 16 countries in Africa.

The company offers 32,000 advertising opportunities within the African continent and employs more than 400 people.

Nigeria: Anambra, Now a Fertile Ground For Outdoor Advertising

With over 25 years in marketing communications industry, and working in leading agencies like Patike communications, Sunrise communications, Image Dynamics and MacClemm Marketing Communication, Jude Emecheta has an enviable record in the advertising sector. Today, he heads the Anambra State Signage and A6Agency. Emecheta tells Kasie Abone that Anambra is the place to be in outdoor advertising

Can you share with us the state of outdoor advertising in Anambra State?

When we came into Anambra State, we found out there was so many clutter of boards; it was really not organised. It was easy for people to put their boards anywhere. Some people will just go collect N1, N2 from them and the board stays there. So, we tried to find out why big clients are not advertising in Anambra State. Of course, nobody wants to expose his products where there is a clutter. So, the new law that set-up advertising signage and advertising industry now gave control to ANSAA (Anambra Advertising and Signage Agency. What we did was first of all to de-clutter Anambra and remove quacks.

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India: Will metros be the new airports for OOH?

The latest union budget discussed a number of initiatives and one of the most interesting from an OOH industry perspective was the Finance Minister’s recognition of metros as an emerging mode of urban transportation.

In fact, just a month back the Ministry of Indian Railways announced a new tender would be floated for marketing on railway properties, which, people we spoke to, said would include a huge opportunity for the outdoor sector.

So, given that the Indian government thinks of metros as also a key member of the overall Indian infrastructure, what does it mean for the Indian OOH advertising landscape

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India: Physical Outdoor Advertising will Continue to Dominate the India OOH Advertising: Ken Research

Out of Home (OOH) advertising has reigned the advertising business in terms of its effectiveness, reach, and economic value. It has remained an important segment while choosing the advertising portfolio by advertisers in India. India OOH advertising industry has transcended the traditional media options and is no more restricted to posters and billboards.

The new media options such as street furniture, transit media, mall kiosks, and digital media have evolved to present advertisers with a variety of options to choose from. Growth was mainly driven by improvement of technologies in transit media advertising and airport advertising which are high traffic volume areas with potential consumers and premium ad spaces. Ecommerce and government spending on OOH advertising have boosted the market positively as new sectors spending on the OOH advertising.

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