FEPE OOH News 24th May 2018

FEPE OOH News 24th May 2018



FEPE: Out of home companies boost National Geographic Photo Ark

For a week from Endangered Species Day (May 18), powerful images of animals at risk from the National Geographic Photo Ark will be featured on billboards in 22 countries and on every continent except Antarctica. This campaign, supported by 31 Out of Home operators, is a global effort to raise awareness about populations of species in decline and to inspire audiences around the world to learn how they can help protect them.

The National Geographic Photo Ark, led by photographer Joel Sartore, is a multiyear endeavor to document every species living in zoos and wildlife sanctuaries, encourage action through education, and help save wildlife by supporting on-the-ground conservation efforts. Sartore’s breathtaking portraits motivate people to care about these animals and to do something while there’s still time to protect them. To date, Sartore has documented 8,000 species, putting him two-thirds of the way toward completing the Photo Ark, which he estimates will include portraits of more than 12,000 species.

Building upon the OBIE Award-winning #SaveTogether campaign that ran in the United States last year, the National Geographic Society is once again collaborating with the Outdoor Advertising Association of America (OAAA) to broaden the reach of Sartore’s stunning photography while raising awareness of species at risk. This year, OAAA and FEPE International, the only global Out of Home Association, helped recruit out-of-home organizations in multiple countries to take part in this latest effort.

Participating organizations are contributing space on thousands of out-of-home displays including digital billboards, mall kiosks, tram cars, rail station displays and other digital out-of-home formats. In total, the week-long effort will reach an audience of more than 100 million people who pass by these displays. Organizations contributing to this effort are:

8 Outdoor, APG|SGA, Allgemeine Plakatgesellschaft AG, Clear Channel Chile, Clear Channel Latvia, Clear Channel México, Clear Channel Perú, Clear Channel Sverige, Comedia Concept GmbH, Exterion Media Spain, Exterion Media France, Exterion Media (Ireland), Exterion Media Netherlands, Exterion Media UK, FEPE International, Forrest Media, Publimovil, KWS Verkehrsmittelwerbung GmbH, LAWHAT ALGERIE, Move it Media, Optimum Exposures, Outdoor Advertising Association of America (OAAA), Outdoor Media Association, PIKASSO, PIKASSO JORDAN, Plan B Media, Primedia Outdoor, Primesight, PromoWorld Nigeria, Selvel One Group, WEDIA Visuelle Großflächenwerbung GmbH, Ströer SE & Co. KGaA and Zenith OOH.

“We are thrilled to team up with with the Out of Home industry to share the majesty and message of the National Geographic Photo Ark with millions around the globe,” said National Geographic Society’s Chief Marketing and Engagement Officer Emma Carrasco. “The combination of Joel’s striking photography and the unique reach of the out-of-home displays involved in this campaign will shine a light on the plight of these amazing creatures and inspire people everywhere to save them.”

The campaign will feature ten species, all of which are listed on the International Union for Conservation of Nature (IUCN) Red List as vulnerable, endangered or critically endangered. While some regions will showcase endemic species, all of the countries will highlight the Sumatran rhinoceros, one of the most endangered large mammals on the planet. Global audiences will also be invited to visit PhotoArk.org to learn more about the species depicted across the digital out-of-home formats and to find out how they can help protect wildlife and their habitats.

FEPE Ambassador John Ellery says: “We’re proud to play our small part in this absolutely vital campaign to preserve the world’s most endangered species. Out of Home companies have rallied round in a magnificent way, showing the impact of the medium as well as their commitment to good corporate citizenship.”

For more information about the species featured in this campaign and about the National Geographic Photo Ark, visit PhotoArk.org.

Promotional images are available here: https://bit.ly/2Gtjl5N

FEPE Sorrento Congress: Last call for delegate bookings!

With just two weeks to go before the FEPE Congress, we will be closing delegate bookings very soon.

Leading names from marketing, media and futurology have been announced as speakers at the FEPE International Annual Congress to be held in Sorrento from June 6-8.

FEPE international is the leading worldwide organisation representing the Out of Home industry. RBS Chief Marketing Officer and President of the World Federation of Advertisers David Wheldon, GPO Vallas CEO Gabriel Cedrone and Science Disrupt Co-founder Gemma Milne will all speak at this year’s Congress.

Hari Sundaresan, Chief Procurement Officer of BT Group, one of Britain's biggest companies and advertisers, will deliver a keynote at this year's FEPE International Congress in Sorrento on June 6-8, looking at the growing role and importance of procurement as a strategic sourcing function within BT and how this flows down into managing significant spend across media.

New Postercope Global President, Stephen Whyte will make one of his first appearances in this role on a major public platform at FEPE as he joins a panel discussing the Out of Home industry's Value Proposition. Whyte, a former CEO of ad agency McCann-Erickson in the UK who also ran his own successful digital business consultancy, is an expert on how digital is transforming the advertising business.

Posterscope’s outgoing global CEO Annie Rickard will deliver a keynote on the evolution of of the Out of Home specialist agency while Ocean Outdoor CEO Tim Bleakley will host a 3 handed presentation to describe how an important London landmark, the iconic Piccadilly Lights, has been reborn through the application of digital technology.

Brendon Cook, CEO of Australia’s oOh! Media will outline some of the challenge of posed by the online world will call to the OOH industry not to devalue the medium by following an “impression only” approach.

Primesight CEO Naren Patel and Justin Cochrane from Clear Channel UK will join a panel to discuss how OOH can support its value proposition and Ströer Group Co-CEO Christian Schmalzl will discuss the live issue of automation in the OOH industry with Talon Outdoor founder and CEO Eric Newnham, moderated by journalist and industry commentator Dominic Mills.

Delegates to the Congress will also be given an overview of the Italian marketplace by Fabrizio Du Chene de Vere of IGPDecaux, a 37-year veteran of the Italian Out of Home industry as well as Marco Orlandi, of Grand Stazioni Retail giving insights into their use of data in retail and transport environments.

Delegates will also hear from financial expert Mark Boidman, Managing Director, Head of Media Services, Media and Tech Investment Banking at New York banking advisory firm PJ SOLOMON who will update Congress on a busy mergers and acquisitions market. Boidman has worked on over $40bn of deals in the sector. Other industry speakers include Kym Frank of Geopath, Rosanne Caron of COMMB, Andy Sriubas of OUTFRONT and Mick Ridley of Exterion.

FEPE President Tom Goddard says: “This is the strongest ever line-up at a FEPE conference. I am also very excited about the composition and balance of this year’s programme, which promises to deliver considerable take-home value for all attendees. With registrations running at a record level, networking opportunities will be greater than ever, which undoubtedly means that Sorrento is the place to be for all senior OOH stakeholders this year.”

The full programme will be available to download from the FEPE website soon.

France: JCDecaux launches a new Data Division to support its growth strategy

JCDecaux SA has set up a Data Division at Corporate level inaugurating a new phase in the transformation and development of its business. The rise of big data has propelled the communications, media and advertising sectors into a new world of profound and ongoing change.

Market research, knowledge of city partners and advertisers, media strategy, media planning, audience measurement, ways of measuring impact and ROI[1], working methods and decision-making processes, all are being heavily impacted by data and the potential it offers. Already over the last few months, JCDecaux has been rolling out many initiatives that put data at the heart of its processes and support ever more effective solutions for cities, airports, transport authorities, retail and advertisers.

These have been bolstered in recent weeks by new projects, run in different Group subsidiaries, on innovative ways to measure audiences, or to collect and analyse internal and external data. By setting up a dedicated Division, reporting to the Executive Board, JCDecaux is moving the strategy up a gear. The Data Division's mission will be to develop a Group-wide strategy to exploit the considerable potential of collecting, analysing, modelling and exploiting data. This will always comply strictly with personal data protection rules to safeguard citizens and users, which in Europe, for instance, will very shortly be strengthened by the introduction of the General Data Protection Regulation.

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UK: GILEAD hits London in Channel 4's Provocative Campaign for the Handmaid's Tale

Posters proclaim a woman's place is in the home

U.K. commuters in London are today are being confronted by some pretty shocking media, including a digital poster at Waterloo station that reads: "The City is no place for a woman. A woman's place is at home."

There's also a cover wrap on free newspaper Metro that proclaims: "Women are not allowed to read this newspaper," and OOH across the country with slogans such as "Women have no business doing business

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UK: Kinetic Hosts Industry Seminar on Digital Out-of-Home

Kinetic Ireland, the OOH media agency hosted an industry seminar to demonstrate the capabilities of Digital Out of Home (DOOH) and its new in-house division and system, D:FOUR last week.

The new system is powered by an in-house content management system that allows content, creative, moderation, preview and dynamic ad-serving from a centralised platform in Kinetic’s Dublin Headquarters. Over 100 people from the media industry attended the event.

A number of leading industry figures spoke at the event including Rosh Singh, Director of Digital Innovation at Kinetic UK, Andrew Newman, Founder & CEO of DOOH.com and Jeremy Taylor, Head of Strategy at DOOH.com, Aoife Hudson, Deputy Managing Director at Kinetic Ireland and Emma Everard, Account Director at Zenith Media.

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UK: OOH Creativity: D&AD Awards Showcase the Best-in-Class

D&AD (Design & Art Direction) is a nonprofit organization established in the U.K. in the '60s to represent, promote and celebrate creativity. It has since grown into a global bastion for promoting creativity.

Its annual festival has become a capital for creative design expression and its programs nurture the next generation of creative talent around the world. JCDecaux’s partnership with D&AD reinforces the Group’s mission “to create inspiring cityscapes that brighten and enrich people’s lives” - creativity is at the heart of this mission. Although OOH planning and delivery has advanced further than ever before, creativity will always remain paramount to delivering exceptional campaigns that connect and speak to people.

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USA: 60 OBIE Awards Presented for Outstanding OOH Design

The 76th OBIE Awards Show was held on Tuesday, May 8 as part of the 2018 Geopath/OAAA OOH Media Conference & Expo in Austin, TX.

Sixty OBIE Awards were presented at the ceremony to recognize exceptional out of home (OOH) advertising design. Seven Gold OBIEs were presented at the awards show:

22squared for Lamar Advertising’s Volunteer Florida “Irma Gives Back”

Grandesign, Outdoor Media Group & Warner Bros Pictures for IT “The Neibolt House Experience”

Lindeman Associates for Netflix Stranger Things “Stranger Things 2”

OUTFRONT Studios for “2017 San Diego Taco Fest”

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USA: The State Of Programmatic Out Of Home (or The Problem With “Impression Multipliers”)

Out-of-Home advertising is undergoing a wave of digital expansion, but has yet to enter the programmatic arena. Ari Buchalter, CEO of Intersection, explores the state of programmatic Out-of-Home and how current offerings fall short of what programmatic marketers need The Out-of-home (OOH) industry has a lot to celebrate.

It’s the second-fastest growing advertising channel after digital, and the only traditional form of advertising that is gaining share. It offers advertisers massive national reach, but can also be tailored to have local relevance.

It enables life-sized and larger-than-life creative experiences unlike any other channel. It reaches consumers in the real-world, influencing thoughts and decisions on their journeys between home, work, shopping and entertainment. It’s been shown to be not only effective at driving foot traffic, but more effective than any other traditional medium at driving consumers online as well.

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Australia: Ooh media wins Newcastle Airport rights

Newcastle Airport is the latest addition to Ooh Media’s portfolio of out of home display venues.

oOh!media has secured the exclusive rights to internal and external advertising assets at Newcastle Airport, a key addition to the national oOh! Fly portfolio Newcastle Airport is New South Wales’ second busiest airport and the gateway to Australia’s largest regional economy.

The new addition to oOh!’s Fly portfolio will enable oOh! to reach the 1.28 million passengers that pass through the airport annually with dynamic and world-class media solutions.

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Australia: Bidding war looms for outdoor advertising giant

A bidding war for a bigger slice of the lucrative outdoor advertising sector appears to be on the cards as APN Outdoor Group reveals it is offering $500 million for the Adshel business.

The indicative offer for Adshel, owned by Here There & Everywhere and operator of Australia's largest street furniture advertising network, has pipped an earlier offer of $470 million by oOoh!media.

HT1, formerly known as APN News & Media, first revealed on April 11 that OML had submitted an offer for Adshel, quashing media rumours that a full takeover of the group was being considered. The initial bid was rejected by the board for not adequately reflecting the value of the Adshel outdoor advertising business.

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UAE: Bill Fordyce confirmed as new CEO at BackLite Media Dubai

After nearly ten years as Managing Director of BackLite Media, Dubai, during which time the Company tripled in size, James Bicknell will move on from his position as MD at the end of June this year.

The Board of BackLite is delighted to announce that Bill Fordyce has been appointed to take over as the new CEO of BackLite at the same time. James Bicknell will relocate to Columbus, Ohio U.S.A. and will take up an Executive Director and Board member role within BackLite Media with special responsibility to continue to oversee the strategic direction of the Company and explore new initiatives both at home and abroad.

Bill Fordyce has a strong and extensive experience of Out-of-Home (OOH) advertising and is well known in the media business community across the Middle East. He has lived in Dubai for ten years working for HyperMedia as their COO, and most recently as VP for Business Development for DXB Entertainments. Before moving to Dubai, Bill worked in over 25 countries as the Director of Business Development for News Outdoor Group which, at the time, was one of the world’s largest OOH companies.

‘I am thrilled to accept this position with BackLite Media, a Company which is the leading quality supplier of exclusive backlit and digital signs in Dubai, and I look forward to continuing BackLite’s growth over the coming years’ said Mr. Fordyce.

Upon announcing Bill’s new role at BackLite, James commented “BackLite Media will continue to be close to my heart, even if I will no longer be exclusively involved in the daily operations of the Company. As Executive Director I will continue working to maintain and strengthen the Company’s position as a leading OOH Company and look forward to exploring new opportunities in America”.


Saudi Arabia: Al Arabia Advertising Launches New Digital Signage Campaign Using Daktronics LED Displays

Daktronics has partnered with Al Arabia and the Arab External Advertising Company to deliver new LED digital displays for their new “digital paintings in the streets of the capital” campaign in Riyadh, Saudi Arabia.

More than 3,200 square meters of digital displays were delivered in January. “We had chosen Daktronics between different suppliers for their commitment, continued support and vast experience in the market,” said Al Arabia Advertising’s CEO Mohamd al Kheraji. “Their product matches with our needs for latest technology with unique technical features. It also offers a high-reliability performance to withstand the Saudi weather conditions and harsh environment.

Daktronics has offered their latest A/C-free display technology which matches with our design and needs.” The 3-in-1 SMD LED displays are delivered in three different sizes. Some measure 2.93 meters high by 4.02 meters wide, some measure 6.72 meters high by 5.76 meters wide and some measure 2.88 meters high by 3.84 meters wide. All displays feature 10-millimeter line spacing. They bring excellent image clarity and contrast to advertising and the digital paintings which will help beautify the city.

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South Africa: Primedia Outdoor joins National Geographic Society for Endangered Species Day global OOH campaign

Featuring photography from the National Geographic Photo Ark, the week-long campaign will run in 22 countries around the world to raise awareness of species at risk Beginning this Endangered Species Day (May 18), powerful images of species at risk from the National Geographic Photo Ark will be featured for a week on billboards in 22 countries and on every continent except Antarctica.

This campaign, supported by more than 30 out-of-home operators, including Primedia Outdoor, is an effort to raise awareness about populations of species in decline all over the world and to inspire global audiences to learn how to help protect them. The National Geographic Photo Ark, led by photographer Joel Sartore, is a multiyear endeavour to document every species living in zoos and wildlife sanctuaries, encourage action through education, and help save wildlife by supporting on-the-ground conservation efforts.

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Ethiopia: Ethiopia: Some Concerns On Advertisements in Ethiopia

Global, international, national as well as local advertising are communication strategies that business entities employ to drive demand for goods and services at all levels of markets.

International advertising strategies are tailored to reflect regional, national, and local market cultural differences and preferences. Ethiopia is not totally new to advertising practices, at least in the post war situation where foreign and local business persons had been trying to sell their products to both the local and international Markets. In Ethiopia's modern advertising sector, Wubshet Workalemaw is the pioneer advertiser and businessman who received various honorary prizes.

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Viet Nam: HN’s violations in managing big-sized advertising billboards

Inspectors in the capital city have pointed out a series of violations committed by the municipal Department of Culture and Sports in managing large-sized outdoor advertising billboards, Ti?n Phong (Vanguard) newspaper reported. 

Inspectors in the capital city have pointed out a series of violations committed by the municipal Department of Culture and Sports in managing large-sized outdoor advertising billboards, Ti?n Phong (Vanguard) newspaper reported. The inspectors concluded that due to a lack of advertising planning, the department’s process of granting advertising licenses is not in accordance with the Advertising Law. Between 2012 and 2017, the department granted advertising licences to 817 applications.

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Singapore: McDonald’s strikes partnership with JCDecaux for bus stop OOH ads

McDonald’s has partnered with JCDecaux Singapore to be its launch advertiser for the latter’s island wide bus shelter networks, marking the start of a long-term partnership with the fast food giant. McDonalds’ campaign taps on the wide reach of the launch advertiser package to highlight its four value offerings to audiences in residential estates, namely the “Grab & Go breakfast”, “Happy Sharing Box”, “McDelivery” and “Extra Value Meal”.

In addition to this, McDonald’s will continue ads on three panels in JCDecaux’s street side network from June, directing passers-by to the nearest McDonald’s outlets in Tampines, Hougang and Serangoon. The bus shelter campaign comprises of four different visuals on 400 six-sheet advertising faces, starting today, targeting ads according to audiences in these areas. According to the statement, more launch advertisers are slated to come on board in the following weeks for bus shelter ads in other areas.

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