FEPE OOH News 24th November 2016

FEPE OOH News 24th November 2016



UK: The Sun scoops the Drum Creative OOH Grand Prix Award

Pulse Creative, Talon Outdoor, DOOH.com and Outdoor Plus were among the winners announced at The Drum Creative Out of Home Awards which took place in London on Wednesday, 23 November 2016.

The awards recognise and reward those who make out of home work internationally for their clients, both creatively and by delivering exceptional ROI. The judges consisted of esteemed figures from FEPE International, Fold7, JCDecaux, Microsoft and WCRS, to name but a few.

Pulse Creative scooped the Grand Prix for their work with The Sun. Utilising nearly 800 DOOH screens across England, Scotland, Wales and Northern Ireland, they managed to capture the mood of the Euros by writing over 400 unique ads. It was the UK’s biggest and most reactive DOOH campaign ever with new headlines as the action unfolded.

Publicis London received our Chair Award from Trevor Beattie, Founder and Chairman at BMB for 'Doors of Thrones'. The Dark Hedges, a famous Game of Thrones filming location, was devastated by Storm Gertrude. Over ten weeks, Publicis transformed the trees that fell that day into 10 beautifully crafted pub doors, each depicting an episode from Game of Thrones season 6. These formed a pub-crawl around the country, turning a devastated tourist attraction, into a brand new one.

For a full list of winners check out The Creative Out of Home Awards website.

The awards were sponsored this year by FEPE International, livedooh, The Drum Network, The Drum’s RAR and Tint.

UK: How OOH advertising is moving beyond awareness

Outdoor advertising is not just a vehicle for raising awareness, it can also drive purchase consideration and intent, and be used to communicate brand positioning.

The scale, viewability and dramatic effect of outdoor advertising helps marketers create cut-through and capture consumer attention in a world where other messages struggle to get through.

Less appreciated is the variety of marketing objectives it can achieve. As brands have shown recently, outdoor has applications at different stages of the purchase funnel and can execute on several elements of a marketing strategy.

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UK: Watch this space

Rebranded Outdoor Media Awards by Clear Channel and Campaign

Advances in technology are driving the transformation in out-of-home's mass canvas for creativity that is making the oldest advertising medium the most exciting in the UK today.

Even as the oldest advertising medium, outdoor is still as ubiquitous as ever. And no single media channel is in a more exciting place right now.

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UK: Talon launches ‘benchmarks' to help determine client KPIs for OOH campaigns

Talon has launched a new data set using over 60 campaign effectiveness studies to add to its understanding of how client campaigns perform across different OOH formats.

The data reinforces Talon’s 2015 econometrics study that advertising in OOH drives ROI, with metrics delivering real and consistent shifts, including call to action, consideration, online activity, brand equity perceptions, brand awareness and ad recall.

Talon will be using the data to continue to demonstrate to clients how OOH works and to set and compare KPIs by category, type of advertiser and OOH format.

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UK: Age UK turns to geo-targeted billboards to highlight loneliness among older people over the festive period

The challenges faced by elderly people throughout the winter period often hit the headlines in the run up to Christmas, and this year Age UK has launched a nationwide digital out-of-home campaign to highlight the loneliness faced by some as December rolls around.

Dubbed 'No one should have no one at Christmas', the centrepiece of the charity’s campaign comes in the form of geo-targeted digital posters, which draw upon its ‘lonliness heat maps’ to show pedestrians how pensioners in their local area are affected by loneliness during the festive season and other times of the year.

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USA: NYC: The Brave New World of Data, Connectivity & DOOH

Digital Out Of Home has experienced incredible growth and no less in the vibrant, connected, and visual city of NYC. However, writes Ben Putland, COO & MD USA, Grand Visual, the medium is still lacking in the creativity stakes.

Drawing from his global experience of producing award-winning campaigns for the likes of Amazon, Google, and Disney, Putland explains how New York City needs to set an example for the rest of the industry, which needs to embrace collaborative working practices to drive creative standards.

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USA: Vistar Enhances Out-of-Home Targeting With Brands' Own Data

Vistar Media is teaming up with Acxiom's LiveRamp to let advertisers deliver digital out-of-home ads based on their own customer data. Vistar gathers location data from mobile operators, aggregates that information, then supplies it to partners for targeting out-of-home ads like the ones seen on bus shelters.

Until now, however, customers had to rely on targets that Vistar built. Now the company will be able to layer in marketers' proprietary customer data to help inform where ads are delivered.

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USA: Out-of-Home: An Opportunity for Social Media Marketers

By many accounts, social media and out-of-home are among the fastest-growing segments of marketing today. But even the most enlightened of marketing organizations see them as two very different channels.

Sure, we have seen social media play a role in recent OOH campaigns. But generally, the disciplines are treated differently, managed by different teams and often budgeted for separately. It’s rare that both capabilities are housed within the same specialist agency.

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USA: 'Economist' Reaches Out To NYC Readers Via MTA Campaign

The Economist launched a digital out of home campaign in New York City’s subway stations as part of its expanded marketing efforts in the US. The campaign will utilize MTA’s “On-the-Go” digital network, a partnership between MTA NYC Transit, which operates the subway and bus network in New York City, OutFront Media and Intersection (formerly Control Group).

The “On-the-Go,” touch-screen steel kiosks often located on subway station platforms allow users to check train service status, plan a trip and look up train arrival information.

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Australia: Val Morgan Outdoor tracks mood to target ads

Val Morgan Outdoor is rolling out technology that allows out-of-home advertising to instantly measure consumer reactions. The Hoyts Group-owned advertising business has a network of out-of-home screens across shopping centres, office buildings and service stations, which have been upgraded with DART (digital outdoor audience in real time) 2.0 technology.

The earlier system could recognise gender, but the latest version now measures consumer moods. It is also being rolled out to gym advertising screens in Fitness First and Goodlife Health Clubs, which Val Morgan Outdoor purchased from private equity firm Oaktree Capital Management for just under $20 million, as revealed by The Australian Financial Review in July.

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South Africa: Mark Cooper appointed CEO of JCDecaux Sub-Saharan Africa

Mark Cooper, currently chief operating officer of JCDecaux Sub-Saharan Africa, has been appointed as the new CEO and will take over the role later this month. The move follows a mutual agreement between JCDecaux and Bazil Lauryssen, the current CEO of JCDecaux Sub-Saharan Africa, to end their collaboration.

“I would like to thank Bazil for his work on integrating Continental Outdoor Media into our Group and for his commitment throughout the process. I would like to wish him every success for his career in the future,” said Jean-Sébastien Decaux, CEO for Southern Europe, Belgium and Luxembourg, Africa and Israel of JCDecaux, in a statement.

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Kenya: Clear Sh114m debt or we pull down your ads, firms ordered

Thirty-nine outdoor advertising firms in Nairobi will incur huge losses if they fail to clear Sh114.4 million rates arrears owed to the county.

And from now on, they must pay upfront for billboards. The county government yesterday gave the companies seven days to clear the arrears. Secretary Robert Ayisi said the billboards, wall wraps, skysigns and lamp-post ads will be pulled down if the debt is not settled.

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Rwanda: Advertisers Call for Suspension of Bylaws on Billboards

Advertising companies in Rwanda are calling for the suspension of new directives issued by the City of Kigali, which will see majority of billboards pulled down.

The revised guidelines on advertising issued by the Kigali authorities in October have caused jitters among advertisers who say that their revenues will be largely affected and a number of them could go bankrupt.

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Zimbabwe: Progression of the billboard

Progression of the billboard*The world is increasingly going digital in all aspects of industry and commerce.

This development has not spared the advertising industry which has to diversify from traditional media to incorporate other forms of media, especially mobile technologies.

However, even in that traditional media, the advertising agencies should up their game as predictable advertising no longer captures much attention of product consumers.

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Dubai: Tecom, JCDecaux tieup for digital ad solutions

Tecom Group has partnered with JCDecaux to pioneer state-of-the-art digital advertising solutions, at Dubai Media City, Dubai Internet City and Dubai Knowledge Park.

This community transformation project will include the installation of smart digital outdoor solutions as part of a wider initiative across Tecom Business Parks.

At a signing ceremony in Dubai attended by Jean-Charles Decaux, chairman of the executive board and co-CEO of JCDecaux, and Malek Al Malek, CEO of Tecom Business Parks, Tecom Group, said that it intends to reimagine its business communities, while spurring creativity through the installation of smart infrastructure which will enhance those innovative ecosystems.

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Taiwan: Digital Signage Branch: LinkOOH – Hon Hai connects AR with Digital Signage

In Taiwan, Foxconn / Hon Hai has begun an exciting Digital Signage and DooH project with a new subsidiary. A new network of 200 Sharp UHD screens marks the beginning of the project.

Ever since Hon Hai began working with Japanese display manufacturer Sharp, certain areas have strategically moved into focus. This includes technologies such as screen Igzo and OLED, the latter focused upon the consumer market. At the same time, intelligent technologies will continue to have a strong central focus.

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