FEPE OOH News 18th May 2018

FEPE OOH News 18th May 2018



Sorrento Congress: BT Group CPO Hari Sundaresan to tell FEPE International Congress how procurement impacts on media spend

Hari Sundaresan, Chief Procurement Officer of BT Group, one of Britain's biggest companies and advertisers, will deliver a keynote at this year's FEPE International Congress in Sorrento on June 6-8, looking at the growing role and importance of procurement as a strategic sourcing function within BT and how this flows down into managing significant spend across media.

All the world's major advertisers are trying to rein in marketing expenditure in a low interest rate, cost-conscious and return on investment (ROI) environment and Sundaresan, one of the UK's most senior executives in the sector, is well placed to describe how these factors relate to Out of Home and its growth prospects.

New Postercope Global President, Stephen Whyte will make one of his first appearances in this role on a major public platform at FEPE as he joins a panel discussing the Out of Home industry's Value Proposition. Whyte, a former CEO of ad agency McCann-Erickson in the UK who also ran his own successful digital business consultancy, is an expert on how digital is transforming the advertising business.

Delegates will also hear from financial expert Mark Boidman, Managing Director, Head of Media Services, Media and Tech Investment Banking at New York banking advisory firm PJ SOLOMON who will update Congress on a busy mergers and acquisitions market. Boidman has worked on over $40bn of deals in the sector.

They will join a distinguished line-up of already named speakers from the across the world including World Federation of Advertisers President and RBS Chief Marketing Officer David Wheldon, Brendon Cook, CEO of Australia’s Ooh! Media and Eric Newnham, Co-founder and CEO of the UK’s Talon Outdoor, a new force in Out of Home planning and buying which has recently expanded to the United States. Newnham is a former CEO of WPP’s Kinetic.

FEPE President Tom Goddard says: “This is the strongest ever line-up at a FEPE conference. I am also very excited about the composition and balance of this year’s programme, which promises to deliver considerable take-home value for all attendees. With registrations running at a record level, networking opportunities will be greater than ever, which undoubtedly means that Sorrento is the place to be for all senior OOH stakeholders this year.”



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Global: Join the Global OOH Effort to Support Endangered Species Day

The National Geographic Society is working with OOH media companies around the world to honor Endangered Species Day.

FEPE International has been helping co-ordinate with national associations and media owners from around the world to highlight this important global awareness campaign.

On Saturday, May 19, photos from the Photo Ark will be featured on digital OOH in more than 20 countries. In the US, efforts are focused on bringing awareness to the Sumatran Rhino, of which there are fewer than 100 left in the world.

Please join the global OOH community in supporting this worthy public service effort by donating digital space available on May 19.

If space allows, please consider running the creative through May 25.

Creative in black and white is available for digital bulletins, posters, and shelters.

Please notify Nicole Randall at nrandall@oaaa.org if you are able to participate and provide photos we can use to promote our efforts.

UK: ADI's Virtual Hybrid Technology Completes a Hat-trick of Awards

We're very happy to share news of some more awards success for our Virtual Hybrid LED technology. Over recent months we've been lucky enough to pick up a trio of industry honours for this game-changing virtual advertising platform.

Most recently, we won Best Technology for Sports Commerce at the 2018 Sports Technology Awards. The trophy will sit alongside silverware from the Football Business Awards and the Sports Business Awards, which all recognise the platform for its ability to transform the commercial landscape in sport.

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UK: Outdoor Media Awards 2018 shortlists 22 brands

Twenty-two brands are shortlisted in this year's Outdoor Media Awards, run by Clear Channel in partnership with Campaign.

The awards, now in their 12th year, reward excellence in out-of-home advertising, from the most memorable, strategic and innovative campaigns to the brilliant people involved in creating them.

"Waitrose Spring", a campaign live-streaming Waitrose farms to digital out-of-home sites in busy commuter locations, was the big winner last year, picking up the Grand Prix, the Innovation award and The People's Favourite. The shortlist for 2018 is:

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UK: Industry bodies cry foul over TfL plans to ban junk food ads

The Advertising Association has hit out at the Mayor of London, Sadiq Khan, over the announcement of plans to ban the advertising of foods high in fat, salt and sugar from Transport for London sites.

A spokesman for the AA accused Khan of misrepresenting the current regulations on out-of-home advertising in interviews he gave today around the announcement. "While we welcome today’s announcement of the consultation, we do think it is important there is a fair representation of the facts around current regulation levels," the spokesman said.

"Unfortunately, this doesn’t appear to be the case, even with today’s announcement from the London Mayor’s office, where in interviews this morning, it has been suggested out of home advertising is not regulated in the same way as TV, for example."

Outsmart, the trade body for the out of home industry, pointed out that since last July, when new rules on HFSS came into force, it has prevented HFSS ads from appearing within 100 metres of a school - an exclusion that affects 14% of all static out-of-home sites in London.

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UK: Wildstone expand across Europe with £1.5bn billboard acquisition spree

Wildstone founders Damian Cox and Patrick Fisher have shown their hand in an ambitious £1.5bn Europe-wide billboard acquisition drive with the goal of establishing themselves as the single biggest owner of outdoor advertising real estate in the world.

Best known for their roll-out of oversized roadside digital advertising hoardings alongside some of the UK’s most traffic clogged locales the enterprising ad duo assist landlords, property owners and local authorities wishing to harness the unutilised potential of high traffic areas.

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USA: OOH Industry is Ready to ‘GO’ at Annual Conference

More than 900 OOH advertising professionals and advertisers came together last week for two days of education, insight, and innovation at the 2018 Geopath/OAAA OOH Media Conference & Expo in Austin, TX.

The event kicked off on the evening of Monday, May 7 with a welcome reception in the Expo. Live, local music set the festive mood as attendees networked with more than 40 exhibitors.

Kym Frank, Geopath president & CEO, took the stage Tuesday morning to discuss OOH measurement today and tomorrow. “Advertisers are demanding independent measurement,” said Frank.

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USA: Clear Channel Outdoor Wins San Diego bus/trolley contract

Clear Channel Outdoor today announced the San Diego Metropolitan Transit System (MTS) awarded CCO a new contract to administer, innovate and grow ad sales across MTS’ 550+ buses and 150+ trolleys for up to 10 years.

The addition of these highly visible public transit assets makes mass scale transit media buying through CCO in San Diego turnkey for brands via one sales point of contact. CCO was awarded this contract through a competitive bidding process.

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Canada: Adam Green Joins Broadsign as SVP and GM, Broadsign Reach

Broadsign has hired Adam Green to oversee the growth of its global programmatic DOOH platform as SVP and General Manager of Broadsign Reach. In his new role, Green will manage sales efforts with publishers; partnerships with DSPs, exchanges and advertisers; marketing; product development and more. He joins Broadsign from Google, where he led its relationships with large media and creative agencies in Canada.

“As we continue our quest to grow programmatic DOOH across the globe, we’re looking for new ways to push the medium to be as big and bold as it can be. Adam Green is an ideal leader with the experience to help us take programmatic DOOH from a curiosity to a mainstream transaction method,” shared Broadsign CEO, President and Chairman Burr Smith.

USA: See Which OOH Campaigns Won OBIE Awards

OAAA awarded 60 OBIE Awards last week at the 76th OBIE Awards Show.

Spotify received the Platinum OBIE Award, which recognizes the best OOH campaign of the year, for its in-house “2018 Goals” campaign.

OAAA awarded seven Gold OBIEs, four Craft OBIEs, 15 Silver OBIEs, and 33 Bronze OBIEs.

All winners are featured at obieawards.org.

Canada: Ayuda Media Systems selects Luc Filiatreault as CEO

Ayuda Media Systems, a ERP and business optimization software company for OOH, has promoted Luc Filiatreault, former president of the company, to CEO. Andreas Soupliotis, founding CEO of Ayuda, will move to the role of vice chairman, according to a press release.

Soupliotis previously served as CEO of Ayuda and Hivestack, an advertising technology company. He plans to remain CEO of Hivestack to focus his full attention on that company, according to the release. "I am absolutely thrilled to accept this appointment as CEO. I joined Ayuda in September 2017.


USA: Geopath enters the 21st century with new geolocation platform

Called Insights Suite, it updates the 75-year-old nonprofit organization’s previous methods that employed federal traffic data and surveys.

As those hulking static billboards have been replaced by bright and frequently changing digital signage, the out-of-home (OOH) market has seen a variety of vendors offer a range of platforms and techniques for measuring effectiveness.

This week, a 75-year-old nonprofit organization, Geopath, is releasing a new Insights Suite that is trying to bring more order to ad measurement in the great outdoors.

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USA: DOmedia Signs Kinetic as its New Agency Client

DOmedia has announced that Kinetic North America has signed on to be its new agency client. Kinetic will leverage DOmedia's planning platform to support the agency's OOH buying and planning efforts.

The system is designed to provide planning efficiencies from managing the vendor RFP process to refining media plans and managing the proof of performance process. Karin Baatsch-Deboulet, EVP, Operations Kinetic North America said: "We are excited to partner with DOmedia to further our automation efforts.

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USA: Outdoor Advertising Association of America chooses Publicis New York as AOR

The Outdoor Advertising Association of America (OAAA) has chosen Publicis New York as its agency of record following a review.

The agency will be tasked with promoting the usage of out-of-home (OOH) media to the advertising industry. Publicis New York’s first campaign for the 127-year-old organization is expected to launch in September.

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Australia: QMS Mesmerises Melbourne with ‘The Lonsdale’

QMS has continued their unparalleled momentum in Melbourne launching ‘The Lonsdale’, a new premium landmark digital billboard situated in the heart of the CBD.

Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic.

Impacting more than 2.2 million contacts per month, ‘The Lonsdale’ dominates this highly sought-after Melbourne CBD location that is open 24/7 with dynamic and targeted creative capabilities. Located in a key pedestrian area of the CBD, ‘The Lonsdale’ provides advertisers with a unique opportunity to capture a professional working audience during the week and large volume of visitors on the weekends due to its proximity to key tourist, shopping and multicultural precincts such as Chinatown and the Greek quarter.

QMS CEO, John O’Neill said “The launch of ‘The Lonsdale’ marks an impressive milestone for our business, expanding our already extensive Melbourne portfolio to 32 landmark digital billboards. I am very proud to see QMS leading the charge, as we continue to consistently switch on premium quality digital signage in iconic locations across this vibrant city of Melbourne.”

Australia: APN Outdoor’s XtrackTV Delivers Outstanding Results for Pureprofile.

APN Outdoor is proud to present the true strength of their digital Rail offering, XtrackTV, after the impressive results of their latest case study featuring Pureprofile.

Pureprofile utilised APN Outdoor’s national digital rail network to encourage commuters to download and engage with their online research panel. Run exclusively through XtrackTV, the campaign yielded an outstanding 121% increase in Pureprofile app downloads (compared to the prior 12 week average), as well as a 35% increase in Pureprofile panel registrations during the period. The campaign, which featured a 15 second TVC on XtrackTV screens across five metro markets, lasted two weeks from January to February 2018 and saw Pureprofile app downloads more than doubled proving the effectiveness of the format in driving online activation and the benefit that can have for advertisers.

The study found 77% of respondents admitted they “notice or pay attention to XtrackTV”, 73% agreed they “often find themselves looking at the ads to kill time”, while 61% said they like seeing advertising on XtrackTV.

APN Outdoor’s General Manager, Marketing, Charlotte Valente, said: “The results of our partnership with Pureprofile are incredibly exciting, proving the tangible benefits of the XtrackTV platform in driving immediate action. “XtrackTV is the only full-motion, audio-enabled, national digital network. This, combined with the strengths of the rail environment in providing a high-dwell, high-frequency, captive audience, truly cements why 67% of participants said they looked into the Pureprofile advertisement immediately while still on the platform.”


Russia: The advertising market in Russia and Ukraine continues to boom

The advertising market in Russia and Ukraine continues to boom. In 2017, the Russian and Ukrainian advertising market reached their highest growth rate of the last three years, according to the weCAN advertising agency.

Following a 10% decrease in 2015 and a 11% increase in 2016, the net advertising spending in Russia grew by 14% last year, reaching RUB417bn (€6bn). Meanwhile, the Ukrainian ad market continued on an astonishing growth path: after a period of stagnation in 2015 and a 27% increase in 2016, it recorded a growth of 29% amounting to UAH16bn (€540mn) last year.

The ranking of media types based on the distribution of advertising spending has not changed compared to past years. Television is still the strongest medium in both countries absorbing over 40% of advertising budgets, followed by digital, OOH, press and radio.

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