FEPE OOH News 22nd March 2018

FEPE OOH News 22nd March 2018



UK: Posterscope announces global management changes

After an outstanding career leading Posterscope, Annie Rickard has decided to step down from her global roles as Posterscope Global President and MKTG Global Chairman and will be handing over her responsibilities as leader of these businesses on 30 March 2018.

Annie founded Posterscope, the leading location-based marketing brand and has grown it into a global network of 1000+ people in 57 offices around the world, including the PSI, MKTG, Open and Liveposter brands.

Stephen Whyte, CEO of Posterscope UK, will assume additional responsibility for Posterscope Worldwide as Global President.

Jerry Buhlmann, CEO, Dentsu Aegis Network, said: “Annie has created a tremendous business in Posterscope which has redefined out-of-home media through its investment in data, technology and people. Annie’s entrepreneurial spirit and leadership has been the driving force behind this growth and success and Annie leaves Posterscope as the clear market leader. I want to thank Annie for the huge contribution she has made to Dentsu Aegis over the time she has been with the company.

Stephen has led Posterscope UK with great skill since 2015 and has a proven track record growing successful, dynamic businesses. Stephen will now lead Posterscope Worldwide in the next phase of its ambitious growth plans within the context of a transforming digital economy. I wish Annie all the best for the new ventures she now wants to pursue and congratulate Stephen on his new role.”

Annie Rickard said: “I have had an amazing career but it’s time for me to leave Posterscope in the very capable hands of Stephen Whyte who will deliver the new vision and continue the global roll out of our technology platforms. I am of course sad to go, but at the same time, looking forward to pursuing other interests where I feel I can make a difference.”

Stephen Whyte added: “I know I speak for everyone when I say that we will miss Annie enormously but I am delighted to be taking on the global leadership role at such an exciting time of change and growth in the out-of-home and location-based marketing sector.”


UK: Route data shows OOH audience has increased in the last quarter on both digital and poster sites

New data released recently by Route shows that the audience of out of home advertising has increased in the last quarter.

Growth is seen for both digital screens and posters. Following sustained investment in new inventory, the audience for digital out of home (DOOH) continues its recent growth. DOOH now offers advertisers 60% weekly cover of adults in GB, up from 51% in the previous quarter. This increase is driven by a 17% rise in digital inventory measured by Route. In total, audience data are now provided for 6,820 digital screens.

Digital inventory remains an attractive option for advertisers wanting to reach various commercially appealing audiences including ABC1s (63% weekly GB cover – up from 56%), 18-34s (63%, up from 55%) and main shoppers (58% reached weekly, up from 50%).

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UK: Refugee artist's illustrations inspire #ChooseLove OOH campaign for Help Refugees

Charity Help Refugees has launched a socially driven contextual campaign based on the portfolio of Iranian refugee artist Majid Adin, with the aim of raising awareness and empathy towards refugees globally.

Created by UGCA and supported by Clear Channel UK, #ChooseLove comprises animated out of home inspired by Adin’s short film ‘The Journey'. The copy reads ‘Some children will go through more this winter than most adults do in a lifetime’. UGCA plans to collect the hashtag content created from out of home activity and publish on web and mobile sites.

It also hopes that other media owners will lend their support as the project develops.

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UK: The Factors Driving Digital Dominance in Out-of-Home*

If all the headlines are to be believed, the advertising industry is leaning in to a number of headwinds right now, from structural change and increased competition from consultancies to pressure on investment and issues of transparency. Amidst all these challenges, digital out-of-home’s star continues to rise, writes Dominic Murray, group creative account director, Kinetic Active.

Figures released by Outsmart and PwC recently revealed that, for the first time, digital out-of-home (DOOH) has grown to account for 50% of total out-of-home ad spend – an increase of 17.4% on the year before. In further evidence of the extent of the medium’s growth, Route, the industry-agreed measurement body, announced at the end of 2017 that DOOH now boasts a coverage of over half of UK adults nationally and 92% of those in London.

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USA: Clear Channel set to end limbo after parent iHeartMedia files for Chapter 11

Clear Channel faces a "liberating" future after US parent company iHeartMedia filed for Chapter 11 bankruptcy to wipe out $10bn (£7.2bn) of debt.

The long-awaited move means iHeart Media, America's biggest radio group, will end years of corporate limbo during which its private equity owners and its lenders could not agree on how to solve its huge $20bn debt burden. iHeart said Clear Channel Holdings, the world's second biggest out of home media company after France's JC Decaux, "did not commence Chapter 11 proceedings" and continues to trade.

Bob Pittman, the chairman and chief executive of iHeartMedia, said in a memo to staff: "The entire company – both the Clear Channel and iHeartMedia businesses – will be operating as usual." He told staff: "William Eccleshare will remain Chairman & CEO of Clear Channel International, and Scott Wells will remain CEO of Clear Channel Outdoor Americas

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USA: The Body Shop Launches First-Ever U.S. Out-of-Home Advertising Campaign with OUTFRONT Media

Newest 'Forever Against Animal Testing' ads reach audiences on-the-go in prime locations, including New York City's first Liveboards installation outside of transit

OUTFRONT has announced that The Body Shop unveiled its first out-of-home (OOH) campaign in the U.S. leveraging high-traffic outdoor advertising spaces to call upon the public to help ban animal testing in cosmetics.

Partnering with Cruelty Free International, the campaign is the most ambitious of its kind, calling for a global ban on animal testing of cosmetic products and ingredients by engaging eight million people to sign a petition calling for the United Nations to introduce an international convention to end the practice once and for all

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USA: JCDecaux Sets Sights On U.S. Rivals

JCDecaux SA could consider a bid for one of its U.S. competitors, fueled in part by the U.S. tax overhaul and the stronger euro, said Chief Financial and Administrative Officer David Bourg.

The French outdoor advertising company has monitored Outfront Media Inc. and iHeartMedia Inc.’s Clear Channel Outdoor Holdings Inc. for the past 15 years for potential acquisitions, Mr. Bourg said. However, the company did not actively pursue a deal and hasn’t been in touch with its U.S. rivals, he added.

This stance could soon shift, as the lower tax rates and favorable foreign exchange rates make the potential transactions more appealing. “The change in the U.S. tax rate will make it more attractive for us to pursue such a deal,” Mr. Bourg said Monday in an interview with CFO Journal. JCDecaux operates over 1.07 million advertising panels in 4.033 cities worldwide. It is present more than 75 countries. The French company holds around 5% of the U.S. market share, compared to the roughly 15% held respectively by Clear Channel and Outfront Media.

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USA: DOOH Strategy Summit Brings Together Industry Leaders

The Digital Signage Federation (DSF), the independent not-for-profit trade organization serving the digital signage industry, will be presenting a full-day, ten-part Digital Out-of-Home Strategy Summit on Tuesday, March 27, 2018 at DSE 2018. The DSF is the official trade association of the DSE.

With a welcoming address by Richard Ventura, 2018 Chairman of the DSF, the Digital-Out-of-Home Strategy Summit will feature:

Opening Keynote entitled, “The Importance of Measurement for DOOH” To be presented by Kym Frank, President of Geopath, who will discuss the DOOH measurement ecosystem, including the strengths and weaknesses of available data sources and methodologies.

Panel: The Future Trends That Will Impact DOOH in Terms of New Technologies, Regulations, Opportunities and Strategies To be moderated by DSF Board member David Haynes, panelists will include Christie Rice, Marketing Manager of Digital Signage Intel, Dina Townsend, Vice President and Retail Practice Leader of RMG Networks, Manalo Almagro, Managing Partner of Q Division, and Stephen Freitas, Chief Marketing Officer for Outdoor Advertising Association of America.

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Australia: oOh! Media to offer ads during Qantas flights

Ooh Media has obtained the advertising rights to Qantas’ inflight entertainment system, giving advertisers access to national and international commuters during flights.

From June 1, Ooh Media’s Qantas remit – which currently includes domestic terminals, clubs and business lounges – will now include international and domestic inflight entertainment, available through Qantas’ Entertainment app, onboard wifi and inflight news bulletins.

Robbie Dery, Ooh Media’s group director of fly, said it was the first time an airline had contracted an outdoor company to provide advertising both for the airport and the aircraft.

“The addition of Qantas Inflight Entertainment combined with the company’s extensive airport portfolio, provides brands with an uninterrupted audience solution to target the premium Qantas audience,” Dery said.

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Tanzania: JCDecaux BLUE Team delivers an eye-catching frozen billboard for Castle Lite Draught in Tanzania

CDecaux Tanzania, and JCDecaux Blue (the Innovations hub for JCDecaux) recently collaborated with Denstu-Aegis to assist Abi InBev to increase awareness of the Castle Lite brand in the country, and support sales with a stand-out, innovative, special build board demonstrating the Brand’s “Extra Cold” positioning through a visually impactful display of creative messaging.

Tanzania has an extremely cluttered, and competitive Out-Of-Home landscape; thus, the challenge was how to stand out of the clutter to drive awareness and support sales. In keeping with Castle Lite’s innovative DNA, JCDecaux BLUE team was tasked to deliver a creative solution by providing an impactful and memorable experience of the Castle Lite brand and to reinforce their premium status within the market by launching Extra cold draught – a new and cutting edge cool innovation.

The JCDecaux Blue team alongside the Tanzanian team unlocked the Extra Cold positioning of Castle Lite beer, with the erection of a frozen billboard comprising of internally lit ice cubes and fake snow effects in Dar Es Salaam. The board was carefully constructed to replicate a “frozen" billboard with melting ice and snow effects, giving the board a lifelike feel, and standing out in the DAR cluttered environment.

“JCDecaux has some great and innovative OOH solutions that fit with Castle Lite’s personality - new, cutting edge cool innovations that have never been done before in this market. They met our expectations and even gone beyond that. The Frozen billboard generated talkability and created buzz”, said Amou Majok Brand Manager – Premium Brands AB-INBEV.

South Africa: Less clutter as Joburg plans to reduce outdoor ads

The City of Johannesburg will reduce the amount of advertising on street poles and billboards to decrease the clutter seen along roads and outdoor spaces.

The City is battling a large amount of illegal advertising and is now trying a different approach by removing all advertisement providers and re-introducing a more regulated outdoor advertising system. According to the city, roughly 70% of the current outdoor billboards are illegal. Strategic advisor to the MMC in the Department of Economic Development, Andrew Stewart, says the situation is clearly out of control.

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