FEPE OOH News 24th August 2018

FEPE OOH News 24th August 2018



UK: Can Google conquer programmatic outdoor advertising? We ask the experts

Last week came the news from WirtschaftsWoche that Google intends to make a foray into out-of-home (OOH) advertising in Germany.

Whilst programmatic OOH is nothing new (the automated buying of digital outdoor space) and allows advertisers to change their messaging according to variables such as time, date, weather and sports results, Google's trump card is the personal data it has access to, partly through the Android smartphone operating system.

As Bloomberg put it, "Google may be about to pair all that data it has on users’ web browsing with the ads displayed on public billboards." The article goes further, suggesting "it could mean that, when a train full of Borussia Dortmund fans arrives at Munich’s main station ahead of the Bayern Munich fixture, the advertising hoarding changes to show soccer cleats or beer, while on a Monday morning at rush hour it displays BMW ads for well-to-do commuters."

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UK: Understanding the science of effective Out of Home creative

The launch of our creative testing tool, Talon Canvas, has helped identify some key insights to answer this question. Using eye-tracking technology, the tool measures levels of attention to different zones within a piece of creative, creating an understanding of how respondents interact with individual elements and why some receive higher attention rates to others.

However, with the OOH medium itself constantly evolving, creative performance is not a subject with a linear solution. The rise of digital, paired with a smarter approach taken by brands and agencies alike means that creativity has exploded into the forefront of campaigns.

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USA: Study links OOH advertising with increase in search and social media brand activity

A new study conducted by Rapport, the out-of-home arm of IPG Mediabrands, has drawn a direct connection between Out of Home advertising and greater trust in social media.

The study, named Standing on the Shoulders of Giants, measured both Power OOH across 62 cases and non users of OOH across 109 cases where it found that brands which allocated 15% or more of their media budget towards the OOH segment benefited from a significantly greater social media uplift than those brands which shunned the segment entirely.

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USA: OUTFRONT Media Announces Out-of-Home Transit Campaign for the Library of Congress' "Baseball Americana" Exhibition

Out-of-home campaign contributed to double-digit increase in exhibition attendance over the same period last year

OUTFRONT Media Inc.'s premium D.C. bus and bikeshare assets, which deliver on-the-go audiences for brands, featured a campaign to raise awareness around the June 29, 2018 opening of the Library of Congress' "Baseball Americana" exhibition.

Live in Washington, D.C. between June 25 and July 23, 2018, the transit campaign capitalized on 'baseball fever' around all-star week and beyond. Comprised of 20 bus wraps and five bikeshare stations, the campaign catered to a variety of audiences including All-Star game visitors, baseball fans, kids and families, athletes, tourists and others, with the goal of driving visitors to the exhibition and its related programming throughout the year.

"In opening Baseball Americana during All-Star week, the Library wanted the exhibition to be visible throughout the city, so as many people as possible were aware of this unique opportunity," said Gayle Osterberg, Director of Communications at the Library of Congress. "The mobility of the campaign with OUTFRONT helped us achieve that, with 40,000 visitors attending during its opening two weeks."

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USA: LED display market now valued at more than $5B: Futuresource

LED displays are now a $5 billion global market, with the Americas region reaching a key milestone of  $1 billion for the first time in 2017.

The data comes from the market research firm Futuresource Consulting, which makes displays one of a relatively short list of vertical markets it studies. I note this because news searches on digital signage and displays are cluttered with pricey but mostly worthless reports from Indian research factories that produce encouraging reports on absolutely anything they can dream up.

“The introduction of MicroLED by Sony in 2016 caused a great stir of excitement in the industry, but it was thought to be a measure of what was possible, not what was viable in the near term,” says Chris McIntyre-Brown, Associate Director at Futuresource Consulting. “However, this year has seen far more buzz around new chip-on-boards (COB) solutions, MiniLED and glue-on-board. All offer different benefits, but it is really the potential of MiniLED that has the industry excited. Troublingly though, are the lack of standards around MiniLED, MicroLED and indeed the LED industry as a whole. This is creating confusion – and that certainly needs to be addressed.”

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USA: Digital Signage Federation now offers a self-paced online course on fundamentals of digital signage

DSF now offers a unique way for members and others to invest in their professional development through a self-paced online course which teaches the fundamentals of digital signage. 

The course, called DSF Foundations, includes chapters with quizzes and comprehensive assessment at the end of the course.  The course is designed to take approximately 2-3 hours. 

The DSF is offering this course complimentary to any current member (one per member company).  Non-members may purchase the course.  Completing the course provides a DSF Foundations digital credential which will be available to the person as long as they are part of a member company.

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USA: Good Apple Digital and OUTFRONT Media To Unveil First-Ever Out-of-Home Advertising Campaign

OUTFRONT Media Inc, MM.LaFleur and Good Apple Digital today announced MM.LaFleur's first-ever out-of-home (OOH) campaign, which resulted in a substantial increase in overall brand interest and website visit efficiency. 

In order to determine the effectiveness of OOH advertising, MM.LaFleur and Good Apple conducted a four-week-long campaign with 619 half-brand subway train ads in New York City and 65 in Boston, using OUTFRONT's premier transit assets. The campaign featured plus-size model Clementine Desseaux and images of a curated work wardrobe alongside the tagline, "Take the work out of dressing for work."

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US: Big Tech is spending big in a decidedly old-school way

Silicon Valley’s going old school.

As tech companies like Facebook and Google vacuum up billions of dollars in online advertising, they’re pouring their own marketing dollars into billboards and other forms of outdoor signage. That’s driving growth in one of the oldest forms of marketing and is one reason why the category is the only traditional channel expected to grow this year.

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Australia: ACCC approves both out of home deals

Consumer watchdog the Australia Competition and Consumer Affairs Commission (ACCC) has approved both of the major acquisition deals in the out of home sector.

Both JCDecaux and Ooh!Media were both given the go-ahead to complete their acquisitions of APN Outdoor and Adshel respectively.

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Australia: Revenue For oOh!media Grows By Double Digits Ahead Of Adshel Acquistion

Out-of home media player oOh!media has not let its proposed $570 million acquisition of Adshel distract it from delivering solid revenue growth in the first half of 2018.

The company’s revenue totalled $192 million for the six months to 30 June 2018 – up 11 per cent on the prior corresponding period – while oOh!media’s underlying net profit after tax lifted 3.4 per cent to $9.2 million.

Underlying expenses before interest, taxes, depreciation and ammortisation rose by 11 per cent to $37.9 million.

Digital revenue as a percentage of oOh!media’s total sales climbed to 64 per cent during the first half of 2018. The company’s Locate division saw the biggest increase in revenue, up 30.8 per cent to $20.8 million.

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Australia: Ryan Hedditch appointed Posterscope's first national head of strategy

Outdoor advertising specialist agency Posterscope has promoted Ryan Hedditch to national head of strategy.

Hedditch has worked for Posterscope in both the United Kingdom and Australia, in roles such as group agency director, business director and integration client director.
In the newly created role, Hedditch will oversee the development of Posterscope’s offering for clients.  At the same time, Posterscope has promoted business director Samantha Summers to Sydney group business director.

Both appointments are effective immediately, and will see Hedditch and Summers report into Bryan Magee, managing director.

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Zambia: Primedia Outdoor launches Radio-to-Road synergy in Zambia

In continuous efforts to expand innovative product offerings in Sub-Saharan Africa, Primedia Outdoor today announced Radio-to-Road initiative in Zambia, an integrated multi-channel solution that enables audio and visual channel synchronicity allowing clients to create high-impact campaigns.

To build memorable content that is appealing and engaging, Primedia Outdoor has partnered with the local Zambian commercial radio station, Hot FM to bring ad campaigns to life. The number-one news and entertainment broadcaster has an average listenership of 3 million people who tune in every day covering mainly the centre of commerce, Lusaka and the Copperbelt province.


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Nigeria: Battling Dwindling Fortunes Over Regulations In Outdoor Industry

When the Outdoor Advertising Association of Nigeria (OAAN) rose from its Annual General Meeting (AGM) in Ibadan recently, it was obvious, from all indications, that all was not well with this revenue spinning sector of the advertising industry. David Audu reports:

Nigeria’s Out-Of-Home (OOH) practitioners are groaning under various business crippling issues ranging from indebtedness, recession to excessive regulation.

To illustrate how outdoor has been a lucrative business in other parts of the world, a  market study conducted by Technavio in 2017, noted that the global outdoor advertising market is projected to grow to $45.46 billion by 2021, at a compound average growth rate (CAGR) of close to five per cent over the forecast period.  PwC says the industry is set to continue to grow at a CAGR of 4.3 per cent to reach $42.74 billion in 2020.

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South Africa: Closing the sales loop - advertising in the mall environment

As the relationship between retailer and customer becomes more complex and consumers’ motivation to purchase one product over another continues to shift and evolve,  especially in this digital age, social media, personalisation and the need for customers to find both affinity and value in a brand have become increasingly important.

Consumers are still shopping in retail environments and malls – and what’s more, they’re enjoying it. According to the Urban Studies Report SA Shopping Centre Benchmarks 1998 – 2018, retail sales figures in SA during 2017 exceeded R1 trillion for the first time. Retail sales increased from R939 billion in 2016 to just over R1 trillion in 2017. This represents an increase of 7.3%, and shopping centre sales represent 65% of this total. These figures are influenced largely by the environment in which purchasing takes place.

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India: Netflix Uses Existing Sacred Games Billboards To Promote Next Original

After setting benchmark with Sacred Games, Netflix India is all set to launch its second original series ‘Ghoul’ on August 24.

As a run up to the airing, Netflix is going all out with its promotions now, particularly with OOH. The online streaming service has used Sacred Games billboards to promote the upcoming horror miniseries. 'The Bloody Ghoul' symbol has been sprayed on Sacred Games billboards across the city.

Kinetic India is the OOH agency for Netflix while its digital creative mandate is handled by The Glitch.

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India: Digital OOH is hot cake and everybody wants it: Haresh Nayak, Posterscope India

Posterscope India has completed 10 years in the country and coincidentally Haresh Nayak, Regional Director, Posterscope Asia Pacific, Managing Director, Posterscope Group India has also completed 10 years with the company. 

Nayak currently heads operations under the Dentsu Aegis Network (DAN) umbrella for Posterscope (OOH), Brandscope (OOH), Ambient OOH, Hyperspace (Retail), InDeed (CSR Advisory) and C-LAB (Celebrity & Sports Management).

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