FEPE OOH News 22nd February 2018

FEPE OOH News 22nd February 2018



FEPE: Entries for the FEPE 2018 Awards close on March 15th 2018

There are just three weeks left to the deadline for entries to the FEPE International Awards 2018 - to be presented at the Gala Dinner at its Annual Congress in Sorrento from June 6-8.

This includes the important new category, the Rising Star Award that will be awarded to someone aged 30 or under who has made an outstanding contribution to the Out of Home industry. Nominated individuals should be directly employed in the OOH industry, working for a media owner, specialist or technology company. As in previous years there will be awards for

Lifetime Achievement: someone who has devoted his or her lifetime career to the OOH medium and who is widely respected and recognised by his or her peers;

Leadership: someone who has distinguished themselves by continually demonstrating leadership through a pioneering approach to OOH and is an inspiration to others;

Technical Innovation: A supplier or OOH company that has developed a new product or breakthrough technology that pushes the industry forward;

Creative: as in 2017 there will be two Awards: Classic (static traditional posters) and Digital that demonstrate a brilliant use of the OOH medium to produce a memorable and effective piece of work. Last year's Creative Awards marked the first time the Award had been divided into Classic and Digital. The Classic winner was Twitter in the US for an in-house campaign showing how the major conversations of the day, in politics and elsewhere, are united by hashtags  while the Digital Award went Universal Pictures' ‘The Secret Life of Pets’ featuring a captivating creative treatment from MediaCom and Ocean Outdoor.

FEPE International President Tom Goddard says: "As well as celebrating leaders in our industry and outstanding creative executions we should also look forward. The new Rising Star Award is an appropriate way to honour the young talent that is transforming our industry and leading Out of Home to an even brighter future." Nominations can be made by any FEPE Member or recognised National OOH Association. Closing Date for all Nominations is March 15th 2018.

For a nominations form and for further details contact Richard Saturley: richard@worldooh.org

UK: Digital billboards in the UK will start showing hacking attempts

The campaign, sponsored by an insurance company, intends to demonstrate how often hacking attempts are made on a typical small business site.

A variety of recent campaigns have employed digital billboards to show imagery in response to data from weather, traffic conditions, social posts from passersby and commute times. Today, a new week-long campaign launches in the UK: Dozens of digital displays will demonstrate the frequency of hacking attempts on a typical small business’s website.

Called the Honeypot Poster by campaign sponsor Hiscox insurance, the displays show dots that demonstrate live hacking attempts on custom, “honeypot” proxy servers of the sort that might host a typical small business website, except there is no virus or firewall protection. The servers hold some data but no personal or sensitive info.

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UK: Campaigners park three striking billboards outside the Grenfell Tower


Three billboards have appeared outside the charred remains of Grenfell Tower, west London, in homage to the 71 people confirmed to have died in the devastating fire on the 14th June 2017.

The large red and black billboards, attached to three roving lorries, were also spotted outside St Paul’s, Parliament Square and other locations across the capital on Thursday morning. They are a recreation of the posters in the Oscar-nominated Three Billboards Outside Ebbing, Missouri. Survivors of the fire and members of the local community in west London gathered around the billboards to mark the event. grenfell billboards

Three billboards have appeared outside the charred remains of Grenfell Tower, west London, in homage to the 71 people confirmed to have died in the devastating fire on the 14th June 2017.

The large red and black billboards, attached to three roving lorries, were also spotted outside St Paul’s, Parliament Square and other locations across the capital on Thursday morning. They are a recreation of the posters in the Oscar-nominated Three Billboards Outside Ebbing, Missouri. Survivors of the fire and members of the local community in west London gathered around the billboards to mark the event. 

The stunt was organised by Justice 4 Grenfell, a community-led organisation seeking justice for the bereaved families, survivors, evacuated residents and the local community in the aftermath of the tragedy. “Eight months on from the tragedy of the Grenfell Tower, the issue is being ignored,” reads a statement on the campaign’s website.

UK: Global ad trends: Out of home key to successful brands

Successful brands allocate 13% of their media budgets to out of home advertising, while the channel’s share of global display adspend has remained stable over the last decade, according to a new analysis of the sector by WARC Data.

February’s Global Ad Trends report, which works from media channel data in 96 countries and detailed findings from 12 key ad markets, also shows that the heaviest OOH spenders were government and non-profit campaigns, which committed an average of 26% of total budgeted spend.

Alcoholic drinks brands (16% of budget) and retail brands (14%) were also among the core investors. Data show that the cost per thousand (CPM) for billboards is routinely below the all media average, which helps explain why successful campaigns within the low (up to $500k) and medium ($500k to $10m) budget bands are the ones that allocate the highest proportions towards out of home.

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Ireland: Alcohol brands are clever enough to adapt to advertising curbs

The Public Health (Alcohol) Bill has been doing the legislative rounds for some time now and the debate hasn’t quite reached closing time.

Certainly, there’s little sign of the related lobbyists slinking off home, defeated, just yet. Controversy swirling around the Bill, published by then minister for health Leo Varadkar in late 2015, has to date zeroed in on the minimum pricing regulations, which it is argued is a flawed and unfair mechanism to reduce alcohol-related harm. More recently, whether or not the word “cancer” should be part of the health warning labelling requirements, has divided political opinion.

The Bill, which is as clear-headed in its ambition as it is fuzzy on practicalities, also proposes restrictions on when, where and how alcohol can be advertised. Should they see the cold light of day, these have the capacity to have a sobering effect on both the drinks sector and the media.

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Romania: Romanian digital screens platform gets Middle East funding

A Romanian digital platform for Digital Out Of Home advertising campaigns has obtained funding from Techstars and Ginco in the Middle East, in the first edition of the Techstars Dubai accelerator.

The Romanian project called The Pole Society run by Bogdan Savonea will create the first globally interconnected network for indoor and outdoor digital screens. The accelerator offers USD 120,000 in funding to those accepted into the program. In Romania,

The Pole Society has been running since April 2017 in partnership with Phoenix Media, and manages the media portfolio of real estate developer and owner Globalworth. The Pole Society recently partnered with US start-up Omni X Labs, which offers machine learning analysis of car traffic, including near digital screens.


Ireland: Joanne Grant Takes Over as President of the OMA

Joanne Grant, the managing director of JCDecaux, has taken on the role of President of the Outdoor Media Association (OMA), succeeding Colin Leahy, Managing Director of Exterion Media.

The President of the OMA is renewed every 2 years and plays a key role in leading the OMA’s mission to represent and raise the profile of Out of Home media on the island of Ireland.

According to Grant: “In an ever-changing media landscape, Out of Home continues to provide advertisers with an exceptional platform. The investment that our industry has made in recent years in terms of the quality of formats, locations and audience delivery has ensured the relevance of our medium. It is an exciting time for Out of Home – our traditional formats complement the ‘always on’, connected lifestyle of today’s consumer and developments in Digital Out of Home, are providing brands with dynamic, creative and targeted ways to convey their digital message, in an accountable and safe environment.”

Current OMA membership is made up of JCDecaux, Exterion Media and Clear Channel Ireland.


UK: What do consumers want from digital signage advertising?

Much is said about digital signage being a must have for businesses, but there's very little discussion about how digital signage advertising actually influences consumer behavior. However, Kinetic Panel's research is as refreshing as it is compelling, as it reveals valuable information from the people that matter most to businesses, the consumers!

How is digital signage advertising impacting consumers?

Kinetic Panel's research involved asking 1,000 consumers what they were looking for upon seeing an outdoor digital signage display. Almost one-fifth (19 percent) of those asked said that they sought more information about a product, service or experience being advertised. This increased to 24 percent among a younger demographic (18 -24 year-olds). Interestingly, 23 percent of the younger demographic had downloaded a mobile app after viewing an outdoor digital signage advertisement, compared with just 1 in 10 adults.

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USA: What Is Musicbed and Why Did It Create Hypertargeted Out-of-Home Posters Calling Out Creatives?

If you’re a creative director at an agency you might tune out ads more than the average person—even if the copy is incredibly clever.

At least, that was the thinking behind Musicbed’s hypertargeted out-of-home campaign which uses billboards, subway posters and windows to send messages to top creatives like Barton F. Graf’s Gerry Graf, 360i executive creative director Frank Cartagena and Wieden + Kennedy creative director Caleb Jensen, among others.

Musicbed, a Fort Worth, Texas-based music licensing company that represents independent artists, wanted to make a splash by spending $500,000 on a digital and out-of-home campaign, deemed “Make Them Listen,” calling out creatives by name to, well, make sure they would notice it. “We’re working in the advertising space,” said Daniel McCarthy, founder and CEO at Musicbed.

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Canada: Daktronics Provides Multiple LED Displays for Cadillac Fairview

Daktronics has announced multiple projects for Cadillac Fairview (CF), one of the largest owners, operators and developers of best-in-class office, retail and mixed-use properties in North America.

The company has provided four LED displays for CF at three leading shopping centers across Canada. Two new indoor displays were added to CF Chinook Centre in Calgary, Alberta, and one to CF Sherway Gardens in Toronto, Ontario. A fourth, outdoor display was added to CF Toronto Eaton Centre, located in the heart of downtown Toronto. The installations took place this past fall ahead of the 2017 holiday season and are being used to showcase original content from CF and its retailers, as well as revenue-generating advertising opportunities.

"We're excited about the opportunities these displays provide for sharing premium content within our shopping centers," said Jodi Clare, Director, Partnerships Marketing, Cadillac Fairview.

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Australia: Digital transparency and industry consolidation are Ooh Media’s opportunity says CEO Brendon Cook

Ooh Media is working “very hard” on the issue of digital transparency, but industry consolidation could encourage greater investment in the area, CEO Brendon Cook told Mumbrella yesterday.

Cook’s comments came on the same day the company revealed digital revenue contributed 60% of total annual revenue for calendar year 2017. According to CY17 results released this morning, the out of home giant, which owns Junkee Media, Cactus Imaging and Executive Channel Network (ECN), reported $380.3m in revenue, up 13.1% in 2017.

Underlying earnings before interest, tax, depreciation and amortisation (EBITDA) was up 25% to $87.9m while Net Profit After Tax (NPAT) climbed by 35.5% to $33.1m. Of those figures, 60% of Ooh Media’s revenue came from digital.

Cook said the industry was entering a “new period of how out of home can be measured”, but assured the company was well ahead of the curb in ensuring transparency.

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Australia: QMS Media’s Digital Expansion Drives Strong First-Half Result For FY18

Outdoor player QMS Media has posted double-digit growth in both its profit and revenue for the first half of the 2018 financial year.

Revenue for QMS was up 25 per cent to $99.0 million in the six months to 31 December 2017, with digital representing 66 per cent of total group media revenue. The company’s net profit after tax was $8.3 million – up 11 per cent from the first half of FY17 – while its underlying expenses before interest, tax, depreciation and amortisation rose 27 per cent to $22.7 million.

Commenting on the results, QMS group CEO Barclay Nettlefold said: “This is a pleasing result, which has been driven by our continued focus on premium quality landmark digital expansion in strategic markets.

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Australia: 'We need to sort out measurement and become more creative' - APN Outdoor CEO

The outdoor industry needs to fix industry-wide measurement and become more sophisticated in providing advertisers with creative solutions, APN Outdoor’s new CEO James Warburton has said.

Speaking at a stakeholder presentation ahead of next Tuesday’s annual results, the former Ten and Supercars boss unveiled his vision for how APN Outdoor would evolve over the next year after a disruptive 2017 in which the merger of APN Outdoor with rival Ooh!Media failed to happen due to the ACCC and long-serving boss Richard Herring left the business.

Chief among Warburton’s priorities is transforming APN Outdoor from an asset-led business to an audience-led one, which will be fulfilled through “innovation” and new data and programmatic partnerships. Among these is work with Seedooh to help drive more consistent measurement and credible reporting across the industry.

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Australia: PwC Aligns With Seedooh For Consistent Reporting In Out Of Home

Professional services firm PwC Australia and Seedooh, the independent technology platform offering standardised reporting to the out of home industry, are currently piloting an independent assurance approach for OOH media campaign data controls.

Launched in July 2017, the Seedooh platform provides campaign delivery reporting for both digital and traditional OOH formats and is a worldwide first of its kind. The business is managed in Australia by CEO Tom Richter and director of partnerships Joe Copley.

Seedooh is working with PwC around a framework for verifying the existence and application of global best practice assurance controls within OOH operational environments, creating confidence in the integrity of data reported within the Seedooh platform. Tom Richter said the alliance with PwC will bring important third-party verification of the OOH data in the Seedooh platform, in turn creating clear, consistent and transparent reporting to assess OOH delivery, across multiple formats, in close to real time.

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South Africa: Tractor Outdoor expands on their LOOP digital network

Tractor Outdoor is pleased to announce that they have added a third digital screen into the LOOP Network.

Consumers are being drawn to spend more money on digital campaigns, especially now that digital is making an extreme impact on the OOH market.

South Africa’s OOH advertising market will reach an estimated total value of R5.1bn by 2019, with DOOH generating approximately R1.7bn of this amount, according to PWC’s OOH upcoming predictions research. With the addition of a third digital site to the LOOP network this has grown Tractor’s portfolio significantly.

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Japan: Calls for easing of rules on outdoor projections

Experts of a Japanese government panel are calling for a change in the law that would ease rules on outdoor, video-generated advertising.

The technology is called "projection mapping." They say it can be an effective way to showcase the country's attractive features and technology ahead of the 2020 Tokyo Olympics and Paralympics. Video projectors throw images on buildings and natural landscapes for art, music and sporting events.

Local governments in Japan regulate such advertising. They decide on the rules regarding the sizes and locations of the projections. Advertisers are asking officials to ease these regulations.

The experts from the government panel say they agree. They've drafted a report for the Infrastructure Ministry, which oversees a law on outdoor advertising. The report says projection mapping should not be regulated as advertising. It recommends that officials draw up a minimum set of rules on how the technology is used. The panel members plan to submit their report by June.


India: New Punjab Municipal outdoor Advertisement policy gets cabinet nod

In a move that is expected to generate an additional Rs 200 crore in revenue for the state, the Punjab cabinet today approved the 'Punjab Municipal Outdoor Advertisement Policy-2018', aimed at regulating the process of outdoor advertising in order to address technological changes in the field, while ensuring enhanced public safety.

The new policy, okayed by the cabinet at its meeting chaired by Chief Minister Captain Amarinder Singh, stipulates provisions relating to permissible content on outdoor advertisement and also provides for identification of suitable places where advertisement rights can be awarded.

In the absence of such a policy, the government was being deprived of much-needed revenue while private companies were making money, Local Bodies Minister Navjot Singh Sidhu told the cabinet, underlining the need for drastic changes to the existing outdoor advertising system.

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Singapore: JCDecaux signs exclusive partnership with Raffles City Shopping Centre

JCDecaux SA has signed an exclusive partnership with Raffles City Shopping Centre in Singapore, in a bid to expand its out-of-home (OOH) offering.

Through this partnership, JCDecaux will have exclusive marketing rights for Raffles City’s brand new digital LED screen, called the Raffles City Digital Gateway. The new OOH offering sees Seiko Watches as the debut advertiser, and looks to provide advertisers with full assurance of a high quality display for both static and video advertisements. This is through the LED screen’s high resolution. Strategically located at the main entrance of the mall with direct connection to City Hall MRT station, the 24.3 sqm portrait digital LED screen is highly prominent to shoppers and diners around the area.

This includes hotel guests at Fairmont, Swissotel and Raffles Hotel, as well as visitors to Raffles City Convention Centre and Esplanade Theatres among other attractions. “At JCDecaux, we endeavour to continually widen our advertising footprint, providing our clients with media solutions at choice locations. With over 250 retail and F&B outlets offering a diversified audience mix of families, PMEBs and business decision-makers, Raffles City Shopping Centre makes an excellent OOH platform,” Evlyn Yang, managing director, JCDecaux Singapore said.