FEPE OOH News 19th July 2018

FEPE OOH News 19th July 2018



UK: TfL dangles £500,000 prize for ads reflecting female diversity

One brand could win £500,000 of free media space on Transport for London's tube, rail and bus network in early 2019 as first prize in a new competition for ads that represent the diversity of London's female population.

The competition, called The Women We See, has been organised by TfL and is supported by its outdoor media partners Exterion and JCDecaux, which are giving away space consisting of 10-second clips on full-motion digital screens and static bus shelter six-sheets.

There are two runners-up prizes, which consist of TfL providing match-funding of £50,000-worth of similiar media space in return for a commitment from the winner to spend £50,000. 

Entries, which need to be submitted by 22 October, will be judged by a seven-strong panel that includes the IPA’s head of diversity Leila Siddiqi, TfL director of diversity and inclusion Staynton Brown, Voguepublishing director Vanessa Kingori, Campaign global editor-in-chief Claire Beale, and the founder of child talent agency Looks Like Me, Selma Nicholls.

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UK: Dyslexia Association digital street campaign goes live

Advertising displays in public places are being used to convey a sense of the challenges dyslexia can present to those in the workplace, and to encourage a more dyslexic-friendly society.

Facial detection technology on digital out-of-home (OOH) screens is being used to give the public a sense of what it is like to live with dyslexia.

Created by Alex Moore and Lewis Beaton at agency Leo Burnett London for the British Dyslexia Association, ‘A Moment of Dyslexia’ won the Charity category first prize at the Ocean Outdoor annual digital creative competition. These awards celebrate innovative ideas designed to extend the boundaries of digital out-of-home (OOH) media.

The dynamic long-form text that appears on the displays is triggered for display by Look Out, Ocean’s audience facial detection technology. This measures audience attention time as people stop to read the text. The longer people look at the screens, the more jumbled the words and letters become, to reflect what it can be like to be dyslexic.

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UK: Data in out-of-home doesn't just have to mean programmatic

Even ‘dumb’ frames can be dragged in to the 21st century through the considered application of data, writes Conrad Poulson

We’ve certainly seen some differences in opinion on Mediatel in recent months as the debate over the future of Out-of-Home puts the shift to programmatic under the microscope. There’s little doubt this technology has an important role to play in how this segment develops, JCDecaux’s recently announced VIOOH platform represents a tremendous step forward towards bringing Digital-Out-Of-Home into a joined up programmatic ecosystem.

CMOs now expect data to inform every investment decision they make - in real time and across all media segments, so my take is that programmatic can only be a good thing. However, any opinions on the qualities, or otherwise, of programmatic are something of a moot point for the half of UK outdoor sites yet to go digital.

I have little doubt that DOOH and programmatic will become ubiquitous in metropolitan areas over time. However, the use case for a frame at a well-used suburban bus stop is going to be very different to a 64-sheet billboard beside a motorway. As such, upgrading legacy poster sites isn’t always going to be worth the (not insignificant) investment.

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Spain: ISE relocating to Barcelona from 2021

Integrated Systems Europe is moving to Barcelona, Spain starting in 2021 – leaving the lovely but damp, gray and chilly February climes of Amsterdam.

The new and permanent home will be the Gran Via, part of the Fira de Barcelona exhibition complex.

The decision, just announced, comes after 18 months of research into the viability of remaining at the RAI Amsterdam, says ISE.

With annual growth in ISE exhibitors and attendees approaching 10%, and the international AV market forecast to grow by 5% per annum through to 2021, ISE’s organizers concluded it was outgrowing the RAI. The last ISE had almost 81,000 people walking thru and between 15 halls. The 2019 show is expected to be bigger.

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France: Lou Stubbings – Out of Home Joining the Dots

This month we sat down with Clear Channel’s Creative Director, Lou Stubbings, who having recently returned from the Cannes Lions Festival of Creativity, talked to us about the famous event, how creativity is flourishing in Out of Home alongside the advancement in digital, and the important discussions that are going on about diversity within the media industry.

“Cannes Lions has always been a fantastic event that drives and celebrates creativity across the advertising industry,” she says. “Clear Channel has sponsored the Outdoor Lions for the past 9 years. Once again, we had a great presence there this year and our events were bigger and better than ever.”

“Our base at Cannes was Le Jardin de Clear Channel, an oasis of calm away from the crowds which allowed us to host a variety of panel sessions and events as well as allowing our clients to utilise it for their own meetings.”

“Alongside Le Jardin we use Le Grand Screen – a huge digital screen on the top of the Grand Hotel – to showcase the very best of digital Out of Home content. This year, we had work from Google, Twitter, Snap and Spotify alongside some incredibly powerful campaigns that we have supported as a business this year across our portfolio. #ChooseLove, a campaign designed to highlight the refugee crisis and provide real support to those that need it was a notable standout, as well as Project Embrace’s campaign that called for greater visibility of afro hair across all forms of advertising.”

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UK: OOH is a poster boy for data and digital

Out-of-home advertising is enjoying a renaissance in many markets, as its newfound versatility, driven by data and digital, demands planners reconsider its role on their media plan, an industry figure says.

In a WARC Best Practice paper, How to plan an effective outdoor campaign, Tony Regan, a partner in Work Research and a founder of Brand Performance, outlines how out-of-home (OOH) is evolving rapidly as digital out-of-home (DOOH) enables new opportunities.

Sometimes described as “the last broadcast medium” targeting people on the move, OOH offers broad and fast national or near-national reach, second only to TV, but advanced measurement techniques now means more specific audiences can also be targeted as well.

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USA: 'The process is really antiquated': Reddit cofounder Alexis Ohanian

  • AdQuick wants to make it easier for brands to buy out-of-home ads, and has secured $2.1 million to develop targeting and measurement tools.
  • Alexis Ohanian's Initialized Capital led the new funding and Ohanian is also joining the company’s board.
  • Digital-first brands like Lyft, Instacart, and Peloton are increasingly tapping billboard advertising to spread awareness, said AdQuick's CEO and cofounder Matt O'Connor.

Digital advertising budgets are exploding, but that doesn't mean brands are getting the kind of metrics and stats out of their media buys that they should be.

That's the argument of Matt O'Connor, CEO and cofounder of AdQuick, an advertising startup that on Monday announced $2.1 million in Series A funding led by Initialized Capital. The venture capital firm — started by Reddit cofounder Alexis Ohanian and Garry Tan — also funded AdQuick's seed funding with $1.1 million last year.

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USA: The New York Times debuts first campaign for ‘The Daily’ audio show

'The Daily,' the flagship audio show for the New York Times, is getting its first promotional campaign as the show continues to grow. The campaign will feature out of home (OOH) and broadcast ads.

The OOH campaign will roll out Sunday, July 15, and will span three US cities. In Los Angeles, the campaign will feature highway billboards and a wallscape domination. In Portland, Oregon, a light rail wraparound will be highlighted, and Chicago will see a complete takeover of the Ogilvie Transportation Center.

'The Daily' has five million monthly unique listeners and now airs on more than 30 radio stations across the country, including five of the top 10 public radio stations nationwide, distributed by American Public Media. The show became the most-downloaded new show in 2017 on Apple Podcasts.

In the coming weeks, 15- and 30-second spots featuring the voice of 'The Daily' host Michael Barbaro will come to television, Hulu and YouTube, as well as terrestrial and streaming radio, including Spotify and Acast. The campaign will run through the first week of September.

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USA: Musicians Use OOH to Tease Fans, Ignite Social Engagement

Recording artists and bands love OOH tease-and-reveal campaigns. They use cryptic messages in major markets to engage super fans, ignite social media, and hype big announcements.

The most recent example comes from alternative hip-hop duo Twenty One Pilots (TØP). On July 9, a year after the band went publicly silent, fans around the world woke to find mysterious billboards in major international markets such as Berlin, London, and Toronto featuring the band’s new logo. TØP had also applied the new look across social media accounts.

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Australia: Blank canvas: the best out-of-home creative breaks the rules

What do Monet’s impressionist movement and out-of-home advertising have in common? Charlotte Valente explores the creative processes unique to the OOH marketer and the real potential in breaking the rules.

This article was sponsored by APN Outdoor to let readers know about its upcoming Cannes Lens: Creativity in Focus event.

In the 1900s, when French artist Claude Monet’s impressionist movement sought to challenge the Académie des Beaux-Arts’ perception of realism in art, it was initially rejected by the public. That attitude changed when others began to observe the potential beyond simply reflecting an image of ‘reality’ or ‘fact’ via the confines of a two-dimensional canvas.

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Australia: Seedooh partners with Posterscope

Seedooh 'Agency' platform launches with Posterscope

Seedooh has entered into an agreement to provide its independent, out-of-home (OOH) campaign delivery reporting and verification technology to Australian OOH media-buying agency, Posterscope.

The new agreement is part of the launch of its 'Agency' platform that provides Posterscope and with access to Seedoh's connected OOH delivery data. Launched in July 2017, the Seedooh platform provides campaign delivery reporting for both digital and traditional OOH formats. By the final quarter of 2018, all advertisers will have the ability to access all of their verified campaign delivery data through a single dashboard on a secure platform, in near real-time. Already, oOh!media, and soon JCDecaux, use Seedooh’s 'Media Owner' platform to report campaign delivery to their customers across both traditional and digital OOH formats.

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Australia: APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport.

As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets.

The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South Island representative to service Queenstown and Christchurch Airports as well as local clients.

APN Outdoor CEO and managing director James Warburton said: “We are delighted to have the opportunity to work with Queenstown Airport Corporation.

“As the gateway to the lower South Island, Queenstown Airport is recording strong growth and attracting a higher proportion of young passengers than other New Zealand airports.”

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Australia: Telcos and advertising giants forge alliances for $500m ad contract

Telecommunications companies and advertising giants are forming consortiums in a bid to secure Australia’s biggest outdoor advertising contract, after the City of Sydney tweaked its expressions of interest campaign.

Fairfax Media understands a request from council for companies to resubmit bids included a requirement for applicants to cover off on every aspect of free public Wifi, furniture and advertising panels across the city within their submission. As it's unlikely any Australian company can deliver all of these features alone, alliances have been made to be made to win the contract.

Sources say Here There & Everywhere’s street furniture arm Adshel has aligned with Singtel Optus and ENE-HUB since the first round of submissions, while JCDecaux is coordinating with Telstra, and APN Outdoor Group is in discussions with TPG Telecom.

JCDecaux and Telstra have already been in partnership delivering digital phone booths, while Optus launched free public Wifi in the Royal Botanic Gardens in February with ENE-HUB.

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Australia: Mini Australia showcases its connected car in digital out of home campaign

The benefits of owning a connected car are the focus of Mini Australia’s digital out of home campaign created by Vizeum and run on the Posterscope technology platform.

As part of an integrated campaign, the out of home component will showcase the car’s benefits via different creatives targeted to factors including location, time of day and weather.

The campaign will promote connected vehicle’s entry into the Australian market at a range of key OOH sites placed contextually in proximity to airports and stadiums.

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UAE: Dubai’s billboards are catching the eye

Outdoor advertising is bucking industrywide trend with year-on-year growth

Those billboards — digital or otherwise — across Dubai are serving their purpose, with advertisers more than willing to have an exposure on them while cutting down on others.

Radio stations in the UAE are also hearing the jingle of higher ad spends, despite the intense competition generated by the 30 odd players up in the air.

“While there are no premium rates for advertising on digital out-of-home (OOH) platforms, there has been an overall increase in such spending in the UAE and providing advertisers with multi-message communication options,” said Satish Mayya, CEO of BPG Max, the media buying agency. “Outdoor is now emerging the leader in local media in the Gulf and upstaging print. Advertisers are seeing the benefit of raising a quick awareness when using the medium.”

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Malaysia: First ads go live on Malaysia’s ‘largest high-resolution’ digital screen

What is claimed to be the largest high-resolution screen in Malaysia – measuring 110 feet by 68 feet – has launched in Petaling Jaya city.

The announcement:

Outdoor media specialist Visual Retale today launches a supersized LED digital billboard, the largest high-resolution screen in Malaysia, installed on the façade of Pinnacle Petaling Jaya, the tallest office tower in Petaling Jaya city.

Measuring a massive 110 feet (33.5 metres) in height and 68 feet (20.7 metres) in width, the sheer size of this digital billboard dwarfs other existing large high-resolution screens, which are on average about 60 feet (18 metres) by 40 feet (12 metres) only.

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Singapore: Ben & Jerry’s rolls out interactive OOH campaign with ‘shattering glass’ revealing new product line

Unilever Singapore has rolled out a digital out of home campaign for Ben & Jerry’s with interactive screens across Singapore promoting new flavours of frozen drinks.

Created in collaboration with Mindshare Singapore and Clear Channel, the ‘Better Served Frozen’ campaign sees digital ads placed close to supermarkets and CBD and appearing at lunchtime and in the evening.

Consumers are invited to touch the panels which then “shake and shatter” and reveal the new flavours.

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