FEPE OOH News 20th September 2018

20 Sep, 2018

EUROPE NEWS

UK: JCDecaux wins £280m advertising contract with Network Rail

JCDecaux SA and Network Rail have signed a 5-year deal that will see the number one outdoor advertising company worldwide deliver an improved station environment with a 100% digital transport environment at Network Rail stations.

The partnership will see Network Rail managed stations become the world’s first digital-only transport environment, with the introduction of innovative digital screens. The contract was awarded following a competitive tender and covers advertising at transport hubs UK-wide, including: Birmingham New Street, Glasgow Central, London Liverpool Street, London Victoria, London Waterloo and Manchester Piccadilly stations.

UK: New Chairmanship for Lord Digby Jones

Former director general of the CBI and government minister Lord Digby Jones has been appointed as the chairman of a Birmingham-based digital display technology firm.

Lord Jones will work with Elonex's senior management team as the firm continues to strengthen market share in the digital out of home advertising and hardware markets as well as looks to accelerate future expansion plans.

He served as minister of state for UK trade and investment and has held many senior corporate advisory positions at global companies including British Airways, HSBC, Jaguar and BP.

UK: Screens continue to shine while posters remind us of their strength

New data released by Route re-affirms out of home as the most wide-reaching medium in Great Britain. 98% of the population sees it each week.

The data also reflects continued investment in new out of home infrastructure. In the last year, the number of digital screens measured by Route has increased by 40%. Digital out of home (DOOH) now offers advertisers the potential to reach 63% of the population in an average week. This is up by 50% in a year.

Owing to the urban clustering of the inventory, digital screen campaigns can offer significantly higher cover within cities. For example, each week 94% of Greater London will see a digital screen. This figure is 78% in Edinburgh, 85% in Glasgow, 89% in Birmingham and 93% in Leeds .

UK: OOH's £400m contribution to UK communities is under appreciated

UK out-of-home media owners hand around half the revenues they make to UK communities through rents and rates that help to fund public transport and improve civic infrastructure.

That’s according to Justin Cochrane, UK chief executive of Clear Channel, who told advertisers at the company’s annual upfront presentation that the OOH industry’s contribution to UK communities is underappreciated.

He calculates that Clear Channel and other OOH media owners pass back an estimated £390m a year, chiefly through rents, to local councils and transport authorities.

The contribution equates to close to half of OOH media owners’ combined revenues, after agency commission is discounted, according to Cochrane, who is also chair of Outsmart, the OOH industry’s trade body.

UK: The Tech Giants Are Coming: How Google Will Work with Out-of-Home

It will have come as little surprise to those in the Out-of-Home (OOH) industry when, last month, it was reported that Google was set to enter the outdoor market in Germany. Last week, in Asia, the tech giant put its intention into action, announcing a partnership with outdoor media owner Asiaray in Hong Kong.

In this piece for ExchangeWire, Adrian Witter, head of digital, Kinetic, explains why he believes this is just the beginning for Google, but that it won’t be an easy ride.

AMERICAS NEWS

USA: Recycle Across America and Lamar Advertising Launches Largest Recycling Campaign In U.S. History

America’s Trash has always been a problem and it seems it’s always been someone else’s problem as in, “Not in my back yard.”

For a few years, the US was getting ‘away with’ dumping trash by shipping it to China.

China used to purchase a third of U.S. recycling. Pretty good gig and opportunity for us. Green Fence Policy in 2013.

USA: Sriubas to Address IBOUSA on Increasing Industry OOH Buy

The USA OOH Industry enjoys roughly $8 billion (4%) of the overall U.S. advertising spend and has shown growth over the last decade attributed in a large way from the acceptance by advertisers of digital OOH inventory as a way to be a last contact before a decision point by the consumer. This growth could be greatly improved as the portion of ad spend for other mobile and online digital placements is roughly $100 billion (45%) of the overall ad spend annually.

There are many challenges to prevent OOH from capturing more of the overall budgets of advertisers historically but with technological advancements ramping up along with various improvements in scale efficiencies, our current challenge is to determine how to embrace changes and foster efforts to rise the tides for all boats.

USA: The DPAA Video Everywhere Summit is the one event you can't afford to miss!

The DPAA Video Everywhere Summit is the one event you can’t afford to miss!

900 + delegates Multi-screen, Programmatic, Location Data, New media models, Brands & TechnologyKey Speakers, Panels, Experiential Exhibits, Superior Networking
Brands, Agencies, Media Owners, Ad Tech, Mobile, Research, & more.

USA: Daktronics Provides LED Street Furniture Displays for Osceola Heritage Park

Daktronics of Brookings, South Dakota, has provided four double-sided digital street furniture displays using LED technology for Osceola Heritage Park, an entertainment complex, home of the Silver Spurs Arena, the Events Center and Osceola County Stadium in Kissimmee, Florida. The new eye-level displays are being installed this summer to bring awareness to event attendees.

“The addition of these and other Daktronics digital signage on our property has enhanced the aesthetic beauty of our facility; improved our operational systems and elevated the fan experience for our patrons,” said Robb Larson, SMG/Osceola Heritage Park’s General Manager.

Each display measures more than 5 feet high by 3 feet wide and features 6-millimeter line spacing to deliver excellent image clarity and contrast for foot traffic that may be very close to the displays. Perfect for advertising and additional messaging, these displays will be used to communicate with event attendees year-round.

Canada: Bruno Guerrero Promoted to Chief Product Officer at Hivestack

Hivestack, a location-based marketing technology company announced today at DMEXCO 2018 that it has promoted executive Bruno Guerrero to the role of Chief Product Officer (CPO). The CPO position is a newly created role that expands Guerrero’s leadership of Hivestack’s full-stack tech platform that currently services programmatic digital-out-of-home (DOOH) demand and supply.

AUSTRALIA NEWS

Australia: OMA Crowns Creative Collection Competition Winners

The Outdoor Media Association (OMA) has today announced the winners of its quarter two 2018 Creative Collection competition.

Launched in 2013, the Creative Collection competition celebrates the big, bold, and audacious canvas that is Out of Home (OOH), and recognises the best OOH campaigns each quarter.

Australia: News & Dentsu Go Head-To-Head In Fiery Outdoor Automation Debate

Things got a little heated at NewsMediaWorks INFORM Summit on Friday with a lively debate between Dentsu Aegis Network’s head of convergence and operations, Sophie Fletcher, and News Corp Australia’s MD of digital advertising and IAB Australia chair, Cameron King.

The two were speaking on a “Transformation and automation” panel moderated by CEO of NewsMediaWorks Peter Miller.

Fletcher kicked off the panel discussion with a strong pro-automation position.

“Automation is really crucial to our success. If we don’t automate and digitise our business, it will be hard to navigate and be successful.

Australia: oOh! chief says speed is key

The keys to out-of-home media success are ‘speed, speed, speed and cost’, said Brendon Cook, CEO of oOh!Media, at a Visual Impact breakfast seminar hosted by Dscoop.

Speaking before a crowd of 90 people, Cook outlined oOh!’s strategy with both digital and classic (traditional print media), and stressed the importance of being able to move quickly in today’s fast-paced environment. “We used to have to sell 99 per cent of our monthly budget for large-format printing in a classic-only world seven days before the start date. Today, we sell 20 per cent of our revenue during the four weeks of the month,” he said.

Australia: City Of Sydney Begins Review Process For Outdoor Media Tender

The City of Sydney has begun evaluating expressions of interest for its outdoor media tender.

The highly sought-after account will run for 10 years, with the winning outdoor company to be announced early next year.

In a statement to B&T, a City of Sydney spokesperson said: “Expressions of interest for the outdoor media tender are currently under evaluation.

Australia: Telstra wins $12.3m outdoor advertising contract

Australian operator Telstra has secured an A$17 million ($12.3 million) contract with fleet operator P2P Transport to provide connectivity for a mobile digital advertising solution.

Telstra will provide access to its mobile and IoT network and its digital media capabilities to support the project to provide advertising on 900 P2P vehicles as they travel throughout the nation, starting with an initial 300 taxis.

P2P Transport leases vehicles including taxis and limousines to individual taxi drivers, ride-sharing drivers and limousine operators.

The advertising solution will allow advertisers to deliver specific messaging for particular times and locations, such as by pushing out messages advertising food options during lunchtime.

AFRICA NEWS

Kenya: Governor Sonko approves review on Nairobi's advert rates

Nairobi Governor Mike Sonko has signed into law a bill that seeks to review fees payable for outdoor advertising and signage in the county to match existing market realities.

Mr Sonko assented to the Nairobi City County Outdoor Advertising and Signage Control and Regulation Bill, 2018, on Wednesday.

The new law provides a framework to regulate the advertising industry by seeking to tighten the noose on outdoor advertisers through introduction of stricter enforcement methods against defaulting by advertisers, increasing rates paid for displaying adverts and curbing on destruction of the environment by the advertisers.

ASIA NEWS

Singapore: JCDecaux Singapore unveils bus shelter advertising network

CDecaux Singapore recently deployed displays in its bus shelter advertising network. The company uses its SmartContent platform to manage content on the 2.2-meters tall displays at Orchard Road and in the Central Business District in Singapore, according to a press release.

Advertisers can use SmartContent to deliver dynamic content with live feeds for time, traffic, social media, weather and other content. JCDecaux also plans to add other solutions such as real-time analytics captured by cameras and live streaming. The displays feature 3,500 nits of brightness, wide viewing angles and auto adjusting brightness for time of day.

China: Chinese state TV makes push for local awareness in OOH campaign

The China Global Television Network (CGTN), the foreign language arm of China Central Television, has launched a localised out of home campaign across Australia, as the network ramps up investment in international markets.

Reported in the AFR, the network has launched a half million dollar advertising campaign, aiming to promote the network as an alternative to other international news sources.

The English-language news channel of the State-owned China Global Television Network Group, part of the China Central Television, appears on both Foxtel and Fetch TV locally.

India: OOH industry expects 40% of annual revenue from festive season

The ongoing festive season and the upcoming elections are likely to fuel the growth of India’s OOH industry. Despite the rise of other platforms, outdoor still commands a special place in the media strategy of brands

The out-of-home (OOH) advertising industry hopes to get 40% of its total annual revenue from the ongoing festive season. The industry is upbeat this year as the upcoming elections are expected to rake in extra revenue apart from the festive season.

For the OOH industry, the major ad spend starts flowing in around Ganesha Festival in Maharashtra followed by the Durga Puja celebrations across the country, especially West Bengal, and then goes on to Diwali.

Hong Kong: The power of intelligent out-of-home advertising

Many a piece has been written, and many a discussion facilitated, in this publication about what you can do to prepare for “digitalisation” and how to master online marketing. But a lot of these discussions focus purely on what’s happening in the online world through the screens on our desks and in our pockets. But other media channels haven’t exactly stood still over the years, and OOH in particular, has evolved tremendously. In the following paragraphs, we look at what’s possible in 2018.

When we talk about advertising these days, we tend to focus on the new and the shiny – online advertising. And when we talk about online advertising, we tend to focus on the increasing amount of time spent on screens by consumers, and the value of being present where consumers are. If you were to read that completely out of context, you may even assume people barely spend any time outside and marketing spend is almost exclusively going towards social and online media.

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