FEPE OOH News 1st March 2018

FEPE OOH News 1st March 2018



FEPE: Photo Ark day is May 19th - Call for digital media owners to get involved

FEPE International is teaming with National Geographic to support Photo Ark, a multiyear project led by photographer Joel Sartore to document every species living in zoos and wildlife sanctuaries, inspire action through education, and help save wildlife by supporting on-the-ground conservation efforts.

This follows a high successful partnership between the Outdoor Advertising Association of America (OAAA) and National Geographic which produced the #SaveTogether campaign last year.

May 19 this year has been designated globally for any DOOH media owners to run digital artwork supplied by and supporting PhotoArk.

FEPE Ambassador John Ellery says: "This is a brilliant opportunity to support a vitally important conservation initiative and, at the same time, demonstrate the power of digital out of home. Joel Sartore's stunning images are real show stoppers and showed the out of home medium at its impactful best in the #SaveTogether campaign from the OAAA."

If you are a digital media owner and wish to get involved on May 19th please contact John Ellery at john@worldooh.org for futher details.


UK: Ocean Outdoor to float on stock market after Searchlight sells in £200m deal

Ocean Outdoor is to float on the London stock market after its private equity owner, Searchlight, sold to new investors, Ocelot Partners, in a £200m deal.

Ocelot Partners, a listed investment group, said it sees "a clear synergistic opportunity for consolidation" and potential for digital growth in the UK out-of-home sector. The deal could be a catalyst for further M&A in a sector where there are at least five other OOH businesses that are owned by private equity and consolidation has appeared long overdue.

Ocelot Partners said it regards Ocean as "an ideal platform acquisition" to do further deals and "scale" the business.

Ocean Outdoor’s management, led by chief executive Tim Bleakley, will remain in their roles in the business, which has positioned itself as a digital pure-play OOH company.

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UK: Out of Home reports growth of 4.3% in Q4 2017

Digital accounts for 50% of total revenue in Q4

For the first time Outsmart, the trade body for the Out of Home (OOH) industry has announced that Out of Home revenue reported for the quarter October to December 2017 saw the total market grow by 4.3% from £318 million in Q4 2016 to £332 million in Q4 2017.

The strong Q4 contributed towards annual Out of Home revenue of £1,144 million, up 1.5% from 2016. Digital had a significant quarter of growth with an increase of 17.4% in Q4. For the first time, Digital Out of Home accounted for 50% of total Out of Home revenue, in comparison to 44% in Q4 2016.

This reflects the continued investment in state of the art digital inventory as well as conversion of Classic sites. Figures from the latest Route release (R25) highlight the growing influence of Digital OOH, which now reaches over half the Great British population each week and offers 92% reach in London.

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Hungary: Ad spending in Hungary rises almost 12% in 2017

Spending on advertising in Hungary rose 11.5% to HUF 241 billion last year, the Hungarian Advertising Association (MRSZ) said on Wednesday, as reported by state news agency MTI. Spending on ads both online and in the printed media, as well as outdoor ads and direct marketing, all saw double-digit growth.

Spending on online ads was up 16.4% at HUF 76.8 bln, while spending on television ads rose 7.5% to HUF 60.2 bln. Ad spending in the printed media was up 18.5% at HUF 38.3 bln. Spending on direct marketing increased 13.9% to HUF 18.6 bln. Spending on ambient advertising edged up 2% to HUF 2.8 bln, while spending on radio ads was up 4.2% at nearly HUF 10 bln and spending on cinemas ads increased 4% to HUF 2.5 bln.

Spending on outdoor advertising was up 13.88% at HUF 18.64 bln.

MRSZ President Zsolt Urbán said state spending on advertising came to more than HUF 40 bln last year.


France: Cannes Lions Gets to Grips with Digitisation in Major Outdoor Overhaul

There was much to be said for the state of the Cannes Lions annual Festival of Creativity last year. One person who was particularly vocal about it – specifically, the lack of recognition for digital innovation in the Digital Outdoor awards category – was Dan Dawson, CTO, Grand Visual. Digital outdoor experts have reason to rejoice; Dawson’s article, published on ExchangeWire last year, caught the eye of the organisers of Cannes Lions, and it seems some positive changes are afoot. In this follow-up article, Dawson shares his views on how he hopes this will reinvigorate the category and take into account the impact digital technology has had on outdoor creativity.

Some great news to report following my annual rant about the state of the Cannes Lions Outdoor Awards and, more specifically, their ‘Digital Outdoor’ category. It turns out that this time the festival organisers were listening. Days later I was asked to discuss my views directly with their team and shortly after this I was invited to join their Outdoor Lions taskforce with the aim of helping to reform the category.

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Czech Republic: Six months after motorway billboard ban only a fraction are removed

On Thursday it will be six months since legislation took effect banning billboards from the side of major roads in the Czech Republic. However, to date only around a tenth of the hoardings in question have actually been removed.

On September 1 a bill that the country’s politicians had been discussing for a number of years finally entered the statute books. It made it illegal for billboards to stand by motorways and first class roads in the Czech Republic.

If owners didn’t obey orders to remove them the authorities were to take steps, including pulling them down and then charging the operators retrospectively.

The legislation concerned around 3,000 roadside hoardings. However, six months later the vast majority of them are still standing. Jakub Stadler is a spokesperson for the Ministry of Transport.

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USA: Ambitious UK out of home leader Talon launches in New York

Independent out of home specialist agency Talon is expanding in the US with the opening of a New York office. Talon handles out of home media for several of the UK’s leading advertising brands through Omnicom Media Group UK agencies and also works with other agencies including AMS Media Group, JAA, Goodstuff, Ptarmigan Media and Republic of Media.

The new agency, a joint venture with Holt Media Companies, will be run by MD Irina Zeltser with support from Talon co-founder James Copley and director Ruth Schinn. Zeltser joins Talon from OOH agency Project X (PJX). Schinn has had a lengthy career in the US market in senior positions at Dentsu Aegis’ Posterscope and WPP’s Kinetic.

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USA: Why the billboard industry is getting behind this Oscar contender

The billboard industry is stepping up to promote a film that features billboards during awards season. Martin McDonagh's "Three Billboards Outside Ebbing, Missouri" is up for seven Oscars, after sweeping the Golden Globes, Screen Actors Guild awards and the Baftas, the British version of the Oscars.

The film stars Frances McDormand as a grieving mother who uses billboards to push the police chief, played by Woody Harrelson, to focus on solving the murder of her daughter.

The national trade group for billboards, Outdoor Advertising Association of America, tapped the Grand Rapids ad agency Extra Credit Projects to design billboards that would cheer for the billboard movie during the 2018 awards season.

"As long-time billboard ambassadors, we felt this was a great way to highlight the simplicity, relevance, and effectiveness of the outdoor medium," said Rob Jackson, ECP's creative director and principal, in a statement.

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USA: Thought Leaders Discuss OOH and the Smart City

In early February OAAA brought together OOH industry leaders, technology professionals, city officials, and think tank reps to attend “Cities Going Digital: Understanding Smart Cities” at the Woodrow Wilson Center in Washington DC.

The program and discussion centered around the white paper, Understanding Smart Cities and the Potential Role of OOH Advertising by Gordon Feller and underwritten by FOARE. Stephen Freitas, OAAA, said 75 percent of the urban infrastructure that will exist in 2050 has yet to be built – an eye-opening introduction to the importance of smart cities in the future of OOH.

The purpose of smart cities is a focus on improved outcomes that technology can deliver such as greener, cleaner, and safer streets and neighborhoods. Just as the digital revolution has disrupted most industries – think travel, books, and music – now is the time for the urban landscape to be disrupted.

Providing a digital overlay on urban systems like transportation and energy can create impressive efficiencies.

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USA: Out of Home’s Remarkable Shift from Media Measurement to Audience Measurement

The inventor of the Segway, Dean Kamen once said, “Every once in a while, a new technology, an old problem, and a big idea turn into an innovation” Out of Home media is currently on the cusp of just such a “once in a while” moment, a foundational change that will completely reshape the future of the industry.

For hundreds (if not thousands) of years Out of Home media has remained relatively unchanged, based on the simple principle of placing advertising in a public space where it will be seen by large numbers of people. Reaching large, broad audiences inexpensively, and at scale has been the cornerstone of Out of Home, and while print, then radio, then television changed the overall media landscape, they all worked on the same fundamental principle.

Enter the computer…

Online advertising fundamentally changed how marketers looked at the advertising paradigm. Instead of a one-to-many relationship, they could now build a one-to-one relationship with consumers who could be targeted based on behavior and intent, and a host of other variables. From it’s very beginning digital marketing has been measuring audiences – who clicked on what, when, where they went, what they browsed, etc – and the level of detail has only grown over the years.

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Canada: PATTISON Outdoor Awarded New Advertising Partnership with the Cape Breton Municipality

PATTISON Outdoor Advertising, Canada’s largest Out-of-Home advertising provider, and leader in Out-of-Home advertising solutions, today announced a new transit bus and shelter advertising contract with the Cape Breton Regional Municipality (CBRM).

This multi-year agreement will give PATTISON the exclusive right to sell interior and exterior transit advertising space on 18 buses covering 10 routes and on 32 transit shelter faces throughout the Cape Breton Regional Municipality.

Advertisers can communicate their message to the public by-way of bus interior cards and exterior options such as the standard King and 70 posters as well as alternative vinyl applications including Headliners, Murals, Ultratails and Superbus wraps. PATTISON’s transit shelter coverage provides advertising opportunities in 16 locations throughout the communities of North Sydney, Glace Bay and Sydney.

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Australia: oOh!Media partners with DSPARK targetting the Chinese traveller

Chinese travellers love nothing more than exploring local suburban shopping centres when visiting Australia, according to an in-depth analysis of mobile roaming data by DSpark and oOh!media.

This is one of the key insights that has emerged from a study by DSpark, a global mobility intelligence company and oOh!media, Australia’s leading Out Of Home company, undertaken to help advertisers reach Chinese tourists, Australia’s largest spending inbound tourist market.

In announcing the new study, the two companies revealed that based on the location data from mobile phones of Chinese travellers that entered Australia over a six-month period, six of the top 10 most visited shopping areas were in suburban areas.

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South Africa: Trish Guilford gears up for a new role at OMC

With over 25 years of experience and involvement in the media industry, Trish Guilford has recently been named as the new general manager of the Out of Home Measurement Council (OMC).

For the last three years, Guilford has been consulting and freelancing in addition to being in a partnership with VML South Africa – developing its integrated media offering. She has worked on numerous clients focusing on writing strategies and implementation over the years.

She has been involved in the industry, having formerly been a lecturer at both the AAA School of Advertising and Boston Media House. She is a member of the Advertising Media Forum and has previously served on the Advertising Media Association of South Africa committee.

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India: A Revolution In OOH Space Is Inevitable: Sunil Vasudeva, Pioneer Publicity

Considered to be one of the veterans of the Out of Home Industry in India, Sunil Vasudeva, is the Director of Pioneer Publicity. Beginning his journey in the outdoor advertising domain several years ago by undertaking simple jobs like painting hoardings for clients, he has built a formidable full-fledged OOH media-owning business with different OOH properties like hoardings, bus shelters, bus panels and more. In conversation with exchange4media, Sunil Vasudeva, Director, Pioneer Publicity, shares his thought on the current status of OOH Industry, accountability and the company's growth plans.


How has your journey been as a 'Media Owner' in the Indian Outdoor Industry and what changes have you seen in the market?

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Singapore: JCDecaux Singapore wins LTA Bus Shelter advertising contract

JCDecaux SA the number one OOH media company in Singapore, has been awarded an exclusive seven-year contract for managing advertising and maintaining 1,459 bus shelters across Singapore (population: above 5.6 million) by the Land Transport Authority (LTA).

With this concession, JCDecaux will have access to an extensive footprint of bus shelters across the city-state - including prime shopping and financial districts of Tanglin / Orchard / Scotts Roads and Shenton Way, as well as central areas such as Lavender Street, Beach Road and Tiong Bahru. These urban areas have high concentrations of tourists, professionals and business decision-makers, in addition to major Housing and Development Board (HDB) towns such as Ang Mo Kio, Punggol, Toa Payoh, Tampines and Alexandra.

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India: Outdoor advertising to see 15% growth this year

Advertising expenditure in the outdoor media market, such as billboards and transit advertising, is set to soar this year, clocking 15 per cent growth year on year. Since it cannot be skipped by consumers or blocked in outdoor environments, the out-of-home (OOH) medium has remained the core channel to reach mass urban audiences.

Top spenders

In 2017, the OOH market in India grew by 6 per cent and now stands at ?3,085 crore. While retail topped the list of spenders on OOH, the telecom sector recorded the highest growth in OOH advertising, courtesy the high-voltage launch of Reliance Jio, according to Sam Balsara, Chairman of media buying agency Madison World.

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