FEPE OOH News 22nd December 2016

FEPE OOH News 22nd December 2016



FEPE: Merry Christmas from FEPE International

This is the last issue of the FEPE International newsletter in 2016, a year that’s seen Out of Home make significant further advances in both its forms: classic and digital.

In January bookings will open for the 2017 Annual Congress to be held in Stockholm from June 7-9 following the most successful to date, in Barcelona this year.

Speakers and Congress themes will be announced early in 2017 as will exhibition details. There will also be, for the first time, two creative awards: one for classic and one for digital, reflecting the industry’s two key strands.

What’s also certain is that in Stockholm we will be examining a different industry in some respects, such is the pace of change in all major media markets.

2016 saw a number of significant changes including the award of major city contracts in the UK and Spain among others; further evidence that Out of Home is the fastest-growing medium outside mobile and a degree of restructuring worldwide.

On the latter the year ended with the announcement that two leading Australian and New Zealand Out of Home companies, APN Outdoor and Ooh Media are planning to merge to create one of Australia and New Zealand’s biggest media companies with a capitalization of approximately $A1.6bn. 2017 will no doubt bring further exciting new developments. As always we will keep you posted in the newsletter.

In the meantime everyone at FEPE would like to wish you all a very happy Christmas and a prosperous New Year.

France: With its new real-time audience & context analytics, Quividi lets agencies and network operators make the best and take the beat of DOOH campaigns

Quividi, the #1 Audience & Context-Aware Platform for DOOH, introduces its new real-time analytics suite, adding rich creative capabilities and deep understanding of consumer engagement for campaigns running on DOOH screens.

Impactful face- & context-reactive communications Quividi’s real-time analytics can empower mass-customized experiences. With the VidiStudio scenario designer, agencies & network operators now create complex face- and context-reactive content, that can run on any CMS supporting HTML5, without any coding skills and with no human intervention needed once in the field.

The content will be contextually triggered against our real-time analytics, on the basis of criteria such as distance to screen, gender, age, mood and attention duration of the audience, but also on the basis of external events such as touch, gesture, product hand picks, weather, traffic conditions and so on.

A unique understanding of campaigns’ performances Agencies and network operators can also now benefit from a very granular level of understanding of their contents’ performance. All campaigns can be scrutinized on a second-by-second level, on the same range of KPIs.

With these rich insights, customers get the definitive demonstration of the impact of their communication on their target audience and can tell precisely which part of their content generated the most engagement.

New A/B testing service

At last, Quividi introduces a new A/B/n testing service. Agencies and network operators will be able to test, in real conditions, which version of a content works best with a specific target audience based on the attention it gathers, in an easy to implement and bias-free approach.

Come visit us at ISE 2017

Quividi will once again be exhibiting at ISE 2017 (RAI Amsterdam on 7-10 February 2017). Come meet us Hall 8 – K392 to see how our real-time data can help you unleash the power of attention!

Switzerland: Clear Channel reinforces its commitment to smart cities

Clear Channel is now a member of Urban Hive, a group of innovative companies which aims to promote the development of smart cities in Switzerland.

Clear Channel has recently joined Urban Hive, a group of “best-in-class” companies from a variety of industries, which is dedicated to promoting smart cities in Switzerland. A smart city is a modern urban living space which intelligently integrates new technologies in aspects of infrastructure, building and mobility to give residents maximum quality of life with minimum consumption of resources. The aim is to develop sustainable models for life in the cities of tomorrow.

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UK: New platform Bidstack promises to be 'the eBay of digital out of home' advertising

A new platform called Bidstack is aiming to change the way advertisers bid for unused digital out of home (DOOH) advertising space.

The 18-month-old startup is currently in beta ahead of its planned 12 January launch and has a number of partnerships in place with the likes of Clear Channel, Primesight and Kong Outdoor. Bidstack allows advertisers to bid for billboard space with bids alone determining the price of the slot. Users can research the best places for an advert to be seen and can design it on the platform. Maps are used to show exactly where space is available and data feeds, such as social, weather and traffic, are pulled in to provide more informed decisions.

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Ireland: JC Decaux signs €30m national bus shelter contract

Advertising contract will see it install and maintain about 500 new bus shelters

Outdoor advertising company JC Decaux has signed a five-year national bus shelter advertising contract with the National Transport Authority that will see it install and maintain about 500 new bus shelters.

The contract, which has an estimated value of €30 million, also includes the scope to install the first network of roadside digital advertising screens in Ireland. The new bus shelters, which the NTA will purchase from JC Decaux during the life of the contract, are in addition to the advertising rights and maintenance related to some 1,843 existing bus shelters.

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Switzerland: NEO Advertising wins the city of Geneva

The out-of-home communications agency from Geneva is proud to announce that it has won the call for tenders to manage advertising displays in the public domain for the City of Geneva for the next five years.

Another candidate has appealed against the decision by the City's authorities, but Neo Advertising shall provisionally operate all of the advertising boards on public property in Geneva—other than the painted cultural boards—from 1 January 2017 for a period of six months. With 1,502 commercial boards, 1,412 cultural boards and 660 political boards Neo Advertising will manage amongst the largest, and most attractive, advertising heritage property in the country.

Christian Vaglio-Giors, co-founder and CEO of Neo Advertising said "We are very happy to mark Neo Advertising's first steps into the traditional billboarding in the public domain market with a major and exclusive contract in Switzerland's second biggest city. This development confirms, if there was ever any doubt, that the out-of-home communication market is undergoing a major change. It also confirms Neo Advertising's position as a new force on the market and offers real promise for growth at a national level."

This acquisition reinforces Neo Advertising's development in the whole world of out-of-home communication, in Switzerland, with a full range of traditional and digital advertising media and solutions including in particular new Smart City strategies. Having already won the exclusive contract for Geneva Airport in July 2015, Neo Advertising is now the firm that offers the biggest advertising impact in Geneva and the surrounding area.

UK: Experts Predict What's in Store for Digital Out-of-Home in 2017

2016 has truly shown how dynamic an ecosystem the digital advertising industry is. There have been highs and lows, but it has certainly been memorable. In a series of features reflecting on the past year and looking ahead to what we can expect in 2017, ExchangeWire invite over 100 thought leaders from across the industry to share their views. In the latest instalment of the series, experts deliver their predictions for the 2017 outlook for digital OOH.

Creative technology driving interactivity at scale

“For too long, interactive DOOH projects have been viewed as special, one-off, premium activations; as PR stunts, essentially, where scalability is delivered via a coordinated PR effort and social amplification, rather than OOH audiences on the ground. However, the medium and technology are evolving. DOOH can now deliver memorable, personal, and interactive experiences across multiple markets.

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Netherlands: How to capitalise on OOH in reaching ski lovers during the winter season?

According to a recent study conducted by the National Bureau of Market Research (TNS Nipo), the share of Dutch people skiing has increased significantly this winter.

Over 7% of the Dutch population is going to ski this season. This adds up to around 1 million skiers; over 100 thousand more than two years ago. 97% of people in the UK who skied last winter intend to ski again this coming winter. Moreover, 50% of those who hadn’t been skiing in the last 3 seasons are willing to go skiing this season! (UK Snowsport consumer research)

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UK: Piccadilly Circus Replacing Iconic Digital Signage With 4K, Curved LED Display From Daktronics

The iconic lights in London's Piccadilly Circus are being upgraded by Land Securities, the largest commercial property company in the UK, to a massive, outward-curved display capable of true 4K video production.

The display will be manufactured by the industry leader in LED displays, Daktronics and installation is planned for the spring of 2017.

Tim Bleakley, CEO of Ocean Outdoor which will operate the site on behalf of Land Securities, said: "We fully understand the need to protect the heritage of the Lights but also the need to transform them to maintain their iconic global status. "Piccadilly Lights is one of the world's most sought-after advertising sites and this transformation takes it to the next level.

Going forward we will work with all of the stakeholders to ensure the Lights remain a testament to London's global reputation for defining invention and innovation."

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USA: Find Your Local Audience With MORE

With Geopath’s next iteration of OOH measurement – MORE (Mobile Optimization and Ratings Enhancement) – we will now have similar targeting capabilities as digital! By powering our new measurement system with data from mobile phones and GPS units, OOH advertisers can better understand who they are reaching. It’s no big reveal that small businesses are the engine that drives our economy.

According to the U.S. Small Business Administration, there are more than 28MM small businesses in the U.S. which account for 54% of ALL U.S. sales. Small businesses provide 55% of all jobs in this country and have accounted for almost two-thirds of all net new jobs since the 1970s. And while the corporate sector has been downsizing, the rate of small business starts has increased.

The number of small businesses in the United States has increased by almost 50% since 1982, and as big businesses have eliminated jobs – 4MM jobs since 1990 – the small business sector has added 8MM new jobs!

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Canada: PATTISON Outdoor Wins Contract for Burlington Transit Advertising

Canada’s leading Out-of-Home advertising company and the preeminent supplier of transit advertising products, has been awarded the competitive tender for advertising for the City of Burlington.

The new 5-year contract, made effective January 1, 2017, includes a fleet of 55 buses with exterior and interior spaces available for advertisers. The addition of the transit fleet adds to PATTISON’s existing contract for Transit Shelter advertising in Burlington, and maintains the company’s position as the dominant supplier of transit advertising in Canada.

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USA: As digital and traditional advertising worlds converge, OOH measurability is a must

By Christian Lundgren, U.S. CEO, StickerRide

It's nearly impossible today to read any advertising trends article that does not mention the explosive growth in digital, particularly mobile. According to the IAB 2015 Internet Advertising Revenue report conducted by PricewaterhouseCoopers (PwC) released in early 2016, U.S. online ad revenue hit $59.6 billion in 2015 – $10 billion more than in 2014 (a 20.4 percent YoY increase).

Mobile has been the main driver of the consistent high growth in digital advertising, with a compound-annual-growth-rate of 100 percent over the past six years. Ultimately mobile – which accounted for 35 percent of 2015 digital ad revenues in the U.S. compared to 25 percent the year before – has been the primary impetus behind the digital advertising's decade-long 17 percent CAGR.

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USA: Barry Frey of the DPAA: Trade Leaders and Impacts of Ad Automation and Programmatic

In a series of conversations with trade association leaders and their view of impacts of ad automation, programmatic and other priorities, Jay Sears discusses trends and issues of the day impacting advertisers and media owners. In this interview, he talks with Barry Frey, President and CEO of the Digital Place-Based Advertising Association. (Note: Jay was Senior Vice President of Rubicon Project when he conducted this interview.)

JAY SEARS: What media do you consume to keep up with politics, art and culture?

BARRY FREY: Morning Joe is a great way to start off the day with a smart, relatively nonpartisan view of the world and politics. Great coverage and opinion during morning workouts. I read The New York Times and Wall Street Journal first thing on iPad and then jump into social media to see what's trending in politics, art and culture.

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Australia: goa announces charities to receive over $1 million of media space in 2017

Brisbane based out-of-home provider, goa, has announced the four successful community organisations who will each receive a share in over $1million worth of media value in 2017, as a part of goa’s Community Partnerships Program (CPP).

This year goa received a record number of campaign proposals from a very competitive pool of organisations. The final recipients were chosen through a series of extensive roundtable discussions and careful consideration.

goa is pleased to announce the following organisations have been chosen as part of the 2017 Community Partnership Program (in no particular order):

• Anglicare Queensland in co-operation with Khemistry;
• The Great Barrier Reef Foundation;
• Queensland Writers Centre; and
• YMCA Brisbane.

goa’s CEO, Chris Tyquin commented, “we are very excited to be able to partner with these organisations in 2017. We will be working closely together providing access to our extensive GRID and resources to build exposure and drive community engagement. We want to see that their initiatives flourish and drive positive action within our communities.”

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Australia: APN Outdoor, oOh!media's pitch to the ACCC

The advertising industry should no longer be broken up into traditional segments like television, print and out-of-home when assessing M&A deals.

That's expected to be the broad argument that Australia's two biggest out of home advertisers, APN Outdoor and oOh!media, take to the competition regulator as they seek approval for their proposed $1.6 billion tie-up. The pair account for an estimated 60 per cent of the $850 million-a-year odd out of home advertising market, while rivals JCDecaux, Adshel and upstart QMS speak for much of the rest.

On those numbers alone, it is easy to see why the Australian Competition and Consumer Commission launched an "informal review" last week and will take a look at the situation more closely in the new year.

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Australia: The outdoor industry reinvented itself in 2016 – will creatives get on board in 2017?

With adland beginning to get to grips with the opportunities offered by digital billboards, and multimillion dollar deals around ownership, 2016 was a stellar year for the outdoor industry. Mumbrella examines the factors behind the outdoor advertising industry's renaissance, and asks what can be done to get the medium back on the radar of creative agencies.

When news dropped last week of Ooh Media and APN Outdoor’s proposed merger, the creation of Australia’s first billion dollar outdoor company capped what had already been a massive year for the sector.

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Australia: Adshel immerses Fitbit in a waterproof first for the brand

Fitbit has engaged Adshel and Zenith to deliver a creative outdoor campaign in the lead up to Christmas. Featuring a water tank built into the panel, the unique Adshel activation immerses an oversized model of the Fitbit Flex 2 in water, introducing consumers to the new waterproof device and bringing the campaign to life.

Located in the high-traffic sites of Top Ryde in Sydney and Spencer Street in Melbourne, the special builds aim to drive greater consideration in the busy retail period, promoting Fitbit as a perfect gift idea.

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South Africa: What’s changed in OOH media planning? Everything. And nothing

The new OMC planning tool has the potential to reveal what is and what isn’t working, and there’s a strong possibility that it will turn OOH media planning on its head.

The Outdoor Measurement Council’s (OMC) groundbreaking research and audience measurement planning tool called Quantum has just gone active and it’s way too early to tell what impact this new research and measurement metric will have in the out of home space. Make no mistake though, it has the potential to reveal what is and isn’t working, and there is a strong possibility that it will turn OOH planning on its head.

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Russia: Maer Group expands the network of digital advertising media

Maer Group expands the network of digital advertising media*Maer Group has installed a new large digital facade in downtown Chelyabinsk.

Digital out-of-home (DOOH) is a priority for the media holding. The company has consistently invented advanced digital inventory over the last years. Maer Group launched its first media facade in the Urals and Siberia in 2014.

Currently Maer Group is one of the leaders of the dooh segment of the large outdoor advertising market in Russia, and it is the only company with a federal media facade network. By the end of the year the operator is set to have a dozen digital displays in all cities with population over one million, according to its digital communications development program.

”Maer Group media holding intends to increase the number of interactive media facades significantly in the country, achieving the quantity needed to bring our customers’ marketing in large cities to a whole new level,” says the owner of Maer Group Konstantin Mayor.

“Developing the digital format will make it possible to show High Definition videos, which should make urban environments more vivid and engaging on the one hand and turn the process of watching commercials into a real show, improving advertisers’ effect on the audience.” Maer Group is perfecting its targeted digital facade program in places most suited to broadcasting media and most desired by advertisers. Digital content is broadcast from the company’s Moscow headquarters, which assures a timely start of campaigns across the country, from St. Petersburg and Moscow to Chelyabinsk and Vladivostok.

“Digital imagery is definitely a new step in developing outdoor advertising, and we are proud to be among the first in the country who have made that step. The combination of large size, excellent locations and dynamic content makes advertising on digital facades very effective and impressive,” adds Mr. Mayor.