FEPE OOH News 17th November 2018

FEPE OOH News 17th November 2018



VIOOH opens up its arms to out-of-home 'frenemies'

With JCDecaux's majority backing, JC Conti has built the out-of-home sector the programmatic platform it needs to thrive in the digital age - can he convince rival businesses to join?

Earlier this year, the UK's largest out-of-home business announced the launch of an automated trading platform - something it had quietly spent two years setting up and turning into an independent business to connect the world's oldest medium with the cutting edge of programmatic adtech.

On June 12, to the surprise of everyone, JCDecaux issued a press release announcing the birth of VIOOH, and the future for posters looked, well, futuristic.

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UK: Landsec's Piccadilly Lights join Armistice centenary commemorative screenings

Westminster to remember one million war dead

The Piccadilly Lights advertising screen will fall silent on Friday, November 9 to remember the 1,119,193 Commonwealth servicemen and women killed in the First World War.

A commemorative event takes place from 6pm onwards at Piccadilly Circus, featuring a special film that aims to bring home the scale of the conflict 100 years on. The poignant one hour tribute marks the start of the Armistice centenary weekend.

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Spain: Brexit turmoil raises British ad market uncertainty - JCDecaux

A series of cabinet resignations in Britain over a draft deal to take Britain out of the European Union reinforces uncertainties over the future of the country’s ad market, the co-chief executive of outdoor advertising company JCDecaux said on Thursday.

JCDecaux, the world’s leading outdoor advertising company, manages the bus shelter advertising concession by Transport for London (TfL). Britain is its third biggest market and represents 10 percent of its total revenues.

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UK:Clear Channel removes illegal OOH ads 'celebrating' Russian involvement in Brexit

Clear Channel has removed a number of OOH ads that had been flyposted illegally in London last week by a group of activists who claim to be Russian GRU agents.

The billboards celebrate the alleged Russian involvement in the 2016 EU referendum and allude to a collaboration between Russian and UK governments.

It seems the elusive group who call themselves ‘Proud Bear’ erected the billboards to secure recognition for the role that Russian military intelligence played in the referendum.

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UK: Talon Outdoor: research shows video and Out of Home is an unbeatable media combination

Video consumption is changing and so is Out of Home, leading to an exciting opportunity demonstrating how video formats can live on OOH screens. Pushing brands’ creative boundaries to enable social video to thrive on another platform is the basis of an initiative we’ve driven at Talon this year. And it works – engaging more people and increasing campaign effectiveness by using the strengths of both channels.

An industry growing at nearly 50 per cent, worth £1.61bn, has seen consumers steadily migrate from long form storytelling video content to sound-off clips placed within busy, social environments designed to reach mobile users on-the-go, capturing their attention in less than one second. 

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UK: John Lewis runs first out-of-home campaign bought in real time

John Lewis has partnered Infectious Media and Primesight to run what is claimed to be the first out-of-home campaign bought in real time.

The campaign differs from the traditional OOH method of using guaranteed inventory and will run John Lewis’ existing online advertising at OOH sites.  

It will advertise Home Solutions from John Lewis, the department store’s on-demand home services offering, which has recently launched in London.

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USA: Billboards are an old but booming ad medium

Innovations developed by online advertisers are working for billboards

Pedestrians strolling down 8th Avenue in Manhattan’s Hell’s Kitchen neighbourhood will be struck by the cast-limestone façade of the Hearst Magazine Building. Commissioned by William Randolph Hearst in 1926, the 40,000-square- foot (3,716-square-metre) art deco building is adorned with fluted columns and statues and topped by a 600-foot (183-metre) glass and steel skyscraper. Another conspicuous feature is a vast digital screen transmitting advertisements from BuzzFeed, espn and Vice. This blend of history and modernity is emblematic of the outdoor-advertising business itself, which, despite being one of the world’s oldest forms of marketing is embracing digital technologies.

Most forms of conventional advertising—print, radio and broadcast television—have been losing ground to online ads for years; only billboards, dating back to the 1800s, and tv ads are holding their own (see chart). Such out-of-home (ooh) advertising, as it is known, is expected to grow by 3.4% in 2018, and digital out-of-home (dooh) advertising, which includes the lcd screens found in airports and shopping malls, by 16%. Such ads draw viewers’ attention from phones and cannot be skipped or blocked, unlike ads online.

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USA: Top 5 out-of-home advertising trends

While printed signs still dominate, growth in digital out-of-home inventory lets advertisers be more timely, creative and targeted, Geopath's CEO Kym Frank says.

The static billboards of the past are increasingly being replaced by dynamic digital signs that update in real time and are activated by mobile devices or connected cars, pointing to how the integration of digital technology with out-of-home (OOH) advertising unlocks interesting opportunities for marketers.

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Australia: Australian contracts boost revenue at JCDecaux

A week after its acquisition of Australian out-of-home advertiser APN Outdoor, global outdoor giant JCDecaux has posted a healthy 6.2% jump in third quarter revenue to €867.7 million ($A1.3 billion), with its existing Australian street furniture business recording strong gains.

As the world of OOH embraces digitization, new models for transacting media are becoming more popular within the industry. Today, programmatic digital out-of-home, which automates ad transactions and delivery similar to most online advertising, is becoming more common.

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Australia: Blue 449 develops new OOH media campaign bringing the scent of summer to Australia for the launch of Beefeater Pink

Beefeater Gin together with Blue 449 has taken the scent of summer into Bondi Junction station and Adshels in Melbourne to promote the launch of Beefeater Pink in Australia, which offers a bold, new strawberry twist on the classic Beefeater London Dry Gin. 

Beefeater Gin is widely known in Australia with a strong London heritage and is looking to build on their successful gin brand awareness by appealing to a younger demographic who are entering the gin category. 

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South Africa: Mediamark enters out of home market in partnership deal with Alive Advertising

Mediamark has moved into the digital out of home market after inking a partnership deal with Alive Advertising, a major player in the digital advertising arena.

“It makes sense for us to add digital OOH to our solutions portfolio because it has strong synergies with our radio, TV, digital and event assets and capabilities. Alive Advertising is the right partner for us as the leader and pioneer in this space,” said Mervyn Naidu, head of business development at Mediamark.

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Thailand: Ad spending set to grow 3.5% in 2018

Ad spending this year is estimated to grow 3.5% to 89.5 billion baht, with out-of-home (OOH) and online recording the highest ad growth of 23% and 21% respectively, says ad service provider Media Intelligence.

The girl group BNK 48, Love Destiny, Wife 2018, the World Cup and Asean Games have propelled the advertising business. MI media director Pawat Ruangdejworachai said overall ad industry spending next year.

MI media director Pawat Ruangdejworachai said overall ad industry spending next year is projected to grow by 5-10%, with the three main media platforms being TV (50.2 billion baht), online (14.9 billion)and OOH (11.7 billion).

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