FEPE OOH News 25th January 2018

FEPE OOH News 25th January 2018



France: OOH mourns the loss of Nathalie Bassouls of Prismaflex 

This week we have all been stunned and heart-broken at the news of the loss of our dear friend Nathalie Bassouls of Prismaflex after a short illness.

Nathalie and her husband Pierre-Henri are long standing and tireless supporters of FEPE and have been a fixture at FEPE Congresses for the best part of 30 years. Nathalie played a big part in the growth of Prismaflex as marketing director and was a constant fixture on their exhibition stand at FEPE congresses and other trade events.

Pierre and Nathalie were two of the closest friendships I formed when I joined FEPE in 2011.

Their warmth and hospitality were endless, even to the point where my family and I spent a very happy summers evening at their home as we were driving through France several years ago. Playing guitar and singing with our families in the Bassouls kitchen after too many bottles of wine from their own vineyard will live as a cherished memory for all my family.

On a subsequent trip I was treated to a guided tour of their state of the art manufacturing complex near Lyon and we have maintained close contact through the years through Prismaflex’s role as the first ever Platinum sponsor for FEPE.

2018 has begun with a seemingly unrelenting stream of bad news; Losing Dennis Sullivan in late 2017, John Hewson and John Heales (both UK ad industry stalwarts) and now the tragic and very early loss of Nathalie.

FEPE is often called “a family” or “a club” and often the term is used to somehow suggest that this should be viewed as a negative.

Those who attend our congress and interact with us through the year know that we do all we can to proudly maintain and grow these connections and this feeling in every way. It is because of these ties that we feel the loss of our colleagues all the more keenly.

I am sure I can speak for everyone (FEPE President and staff, the Board of FEPE, and all our global members) when we send our hearfelt condolences to Pierre-Henri, their 3 daughters and everyone else at Prismaflex at this sad time.

Mark Flys, FEPE International

UK: OOH 'boosts market share by a third', claims new Rapport and IPA study

Out-of-home advertising can boost market share by more than a third, according to a new report written by marketing analyst Peter Field.

The study, commissioned by agency Rapport in association with the IPA, examined 147 case studies from the IPA’s Effectiveness Awards Databank, focusing on "power users" of outdoor media, who have invested at least 15% of their budgets on the medium.

Field claimed that those campaigns receive a boost of over one-third in market share and a 20% increase in profit growth. These "power users" also achieved markedly greater brand uplifts compared to those eschewing OOH, boosting "esteem" metrics by 41% and "fame" by 32%, the latter a key driver of long-term profitability according to Field and Les Binet’s 2012 report, The long and the short of it.

Field said: "In today’s highly crowded media environment, the impact on consumer brand memory structures is important and valuable. Moreover, its flexibility can be exploited to drive both short-term activation effects as well as long-term brand effects. As a result, campaigns using OOH deliver sturdier business results and enhance the effectiveness of other media compared to those shunning OOH."

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UK: Launch of a revolutionary new media agency

Today sees the launch of a revolutionary new media agency, PINTARGET, which enables brands to capitalise on the growing importance of local marketing by integrating every available medium into a semi-automated platform using a comprehensive stack of some of the best local data sources available.

Brainchild of Charlie Makin, whose 30-year career has encompassed the launch of award winning media agency Booth Lockett Makin, he has created a team of industry experts to help deliver this unique media service. Co-founders Jon Southcombe and Stuart Tiedeman, founders of Retail Marketing International, bring expertise in point-of-sale media; regional media specialist Roy Jeans, formerly of Rapport, Initiative and Zenith is part of the management team, joined by Rachel Hall, who was previously head of regional press and radio at Zenith, who is Media Director. Locational data analyst Will Laing finalises the launch team.

To offer this extensive, accurate local media targeting service, Pintarget has forged relationships with a number of technology partners. Sky’s AdSmart for addressable TV, Bitposter for OOH delivery and DAC’s hyper-local search technology, as well as RMI’s BASE shopper marketing technology. Pintarget is also actively talking to a wide range of media owners about new ways to access hyper-local media.

Pintarget integrates a unique stack of hyper-local data sources. Pintarget has have partnered with CACI to provide access to their hyperlocal database, InSite. In addition, it has arrangements with YouGov, geo-behavioural database Huq plus others.

Charlie Makin commented: “There is a revolution in local media. It's vital to develop the right technology and partnerships to integrate all local channels with smart data so that we can enable clients to dynamically target local audiences with greater precision, speed and with reduced handling costs”.

Pintarget will deliver planning, buying and analytics offering a totally transparent model with remuneration based chargeable hours on specific projects. Pintarget's recent trials for two household brands have driven double digit growth in sales through the specific, local targeting.

UK: Adshel Live hits the West End with New World Payphones

– The roll out comes as part of Clear Channel’s continued commitment to transforming and enhancing high streets across the UK.

– As the new kiosks are installed, hundreds of aging phone boxes are being removed, decluttering the streets of the West End.

– Stunning, modern New World Payphones provide essential public utility.

– New units add to the growing nationwide Adshel Live network.

This week sees the first phase of New World Payphones being installed on the streets of London’s West End, bringing Adshel Live back into the heart of the nation’s capital and its cultural, business and entertainment centres.

When installation is complete, the stunning payphones will bring essential wayfinding, Wi-Fi and telephony services to the public, as well as visitors to London.

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UK: Viewpoint: Mobile + OOH = Better together

Richard Bon, UK sales director at Clear Channel, makes the case for combining mobile with out of home for more effective advertising.

The latest Magna numbers as always, sent media land scrambling to see how their medium is faring compared to others. Out of home (OOH) has been doing well, with steady 3 per cent growth globally and Digital OOH predicted to enjoy strong growth close to the pace of online.

Whilst a bit of friendly competition between media is always helpful, sometimes it is also about complementarity – how one medium can complete another, rather than always competing for those advertising dollars. I’d like to make the case for the oldest medium coming together with the newest: how OOH and mobile complete each other, helping advertisers to get the best results for their messages.

Big screen, little screen

We know people are spending more time out of home than ever before – at the last count, some 25 per cent more than 10 years ago. When I leave the house in the morning, I always check for my phone and keys. But my phone stays in my pocket until I choose to engage with it – particularly if I am cycling! In contrast, OOH is unavoidable, you can’t switch it off, skip it or ad block it. At its best, it’s entertaining – funny, informative, sometimes even visually arresting – and at any level, it’s non-interruptive. It’s in front of you, and it’s direct.

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Germany: Out of Home Advertising crosses the threshold of 2 billion euros

The German Association for Out of Home Advertising, Fachverband Aussenwerbung e.V. (FAW) announces that Out of Home media has continued their winning streak in 2017: For the first time, gross advertising sales exceeded 2 billion euros in a highly dynamic growth environment which drove their market share up to 7%.

With 16 years of continuous solid growth, Out of Home (OOH) advertising underlined its exceptional position amongst the conventional media in Germany. Since 2001, sales have continuously moved higher and continued this upward trend in 2017 too: gross advertising sales crossed the threshold of 2 billion euros reaching a historic high.

With a solid growth of 7% compared to 2016, Out of Home proved to be, once more, a medium with a strong growth trend which by far exceeds the overall market average of just below 2% and is now heading clearly towards a market share of 7%.

“The fact that Out of Home advertising once again achieved an outstanding result confirms our assessment of the past few years: the growth in the Out of Home advertising segment is not a ‘hype’, but a durable trend in the media segment”, explains Jochen C. Gutzeit, Managing Director for Germany’s Association for Out of Home Advertising (FAW).

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UK: Ocean Outdoor to launch new Two Towers Digital in Manchester

Anyone in this neck of the woods can’t fail to notice the huge amount of regeneration going on in Manchester City Centre right now.

Scan the Manchester Evening News and the scale of redevelopment is more than apparent, captured in pictures, plans and artists’ impressions of thousands of new apartments, a dozen skyscrapers, hotels, shops, cultural spaces and new parks.

Add to that list The Two Towers® Manchester, the City’s first double-sided advertising towers which will grace the elevated section of the A57 Mancunian Way from March 2018. These two portrait orientated screens will capture access in both directions to the busiest inner city motorway route in Manchester, making The Two Towers® Manchester’s number one large digital out of home display in terms of audience reach, delivering 3.6 million impacts a fortnight.

Modern, simplistic and beautifully geometric in architectural design, The Two Towers® Manchester will dominate an exclusive and uncluttered stretch of the arterial motorway; there are no other roadside displays within half a mile of this location.

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USA: Four Months to GO2018

There has never been a more exciting time to be part of the out of home (OOH) advertising industry.

With campaigns featuring amazing interactive technologies along with major advancements in targeting, profiling, and measurement capabilities, OOH can provide advertisers with the opportunity to connect and engage with an audience like never before, using a medium that is tangible, memorable, and impossible to ignore.

GO2018, the Out of Home Media Conference & Expo hosted by Geopath and OAAA, will serve to celebrate the collective success of the OOH industry.

Taking place at the new JW Marriott in Austin from May 7-9, the GO2018 Conference will bring together colleagues, friends, and industry leaders to share insights and trends and discuss challenges and opportunities in an environment that will be fun, stimulating, and highly educational. Register before February 2 for early-bird pricing.

With less than four months to go, the GO2018 team is working hard, and the program is beginning to take shape. Some of the key features of this year’s conference will include:

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USA: US Creative Work of the Week: Upwork calls out the world in out of home campaign

By calling out leaders of the world, literary figures, businesses and celebrities, freelance site Upwork is making its mark with a new out-of-home campaign.

In its new 'Hey World' campaign, Upwork playfully raises its hand to offer freelance help to time-strapped or resource-strapped pop culture figures, business icons, institutions and political leaders – including president Trump, Dwayne 'The Rock' Johnson, Game of Thrones author George R.R. Martin, Equifax and Nasa.

The campaign – which brings to life the idea that Upwork freelancers are ready to help get stuff done for people who get stuff done – is the first by the company's new creative agency Duncan Channon.

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USA: IAB Provides A DOOH Metrics Glossary

As we view the landscape of big data and programmatic buying attempting to understand a new language, do these types of terms give you a headache?

  • Served Impressions 
  • Audience Composition 
  • CPM 
  • Message Duration 
  • Unique Traffic 
  • Primary Ad Unit 
  • Geographic Targeting

The Interactive Advertising Bureau would like to introduce to you their IAB DOOH Glossary.

See it here

Canada: Western Canadian digital billboards join OOH network

Out-of-home (OOH) advertising firm Branded Cities Canada has signed an exclusive sales and marketing agreement that adds Signpatico’s network of more than 250 digital signs in Western Canada to its inventory.

Signpatico operates digital faces in major markets across British Columbia, Alberta, Saskatchewan and Manitoba, with locations selected for their high reach and frequency of impressions with consumers, so as to maximize results for advertisers.

“We are excited to commence our partnership with Branded Cities,” says James McDonnell, president and CEO of Signpatico. “We will align our platforms to create new opportunities for clients to present their brands.”



Lebanon: Pikasso Partners with Quividi to Introduce Audience & Attention Analytics for DOOH in Lebanon, Jordan and Algeria

Pikasso, the leading Out-Of-Home advertising company throughout the Levant, North Africa and West Africa; and Quividi, the industry standard for Audience Analytics in Digital Out-of-Home (DOOH), announce their partnership.

Pikasso’s 128 state-of-the-art screens, located in 8 already digitized shopping malls, the iconic ABC Verdun, CITYMALL, LeMall Dbayeh, and The Spot Choueifat in Lebanon, Abdali Mall and City Mall Amman in Jordan, as well as Bab Ezzouar, and Park Mall Sétif in Algeria, have all been equipped with Quividi Audience Measurement Platform (AMP).

The system provides Pikasso with the most accurate Audience & Attention analytics for DOOH and gives advertisers and agencies a unique understanding of their campaigns’ performances, as well as granular actionable insights to optimize their planning strategies. Quividi real-time APIs and Algorithm Store also enable scalable experiential campaigns. Brands will be able to tap into the creative potential of hyper-context and combine the reach of a mass medium with the power of one-to-one contextualized interactions. This is the first time that Quividi’s technology is deployed at scale in the Levant and North-Africa.

Antonio Vincenti, Chairman and CEO of Pikasso, commented: “Our partnership with Quividi aims to provide the agencies and clients with two pioneering tools based on anonymous facial recognition, in order to broadcast contextually relevant campaigns; and obtain DOOH audience measurement within malls. This launching is a game-changer introduced by Pikasso for mall advertising in Lebanon, Jordan and Algeria.”

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Australia: oOh! Media appoints Shelia Lines as CFO

Ooh Media has announced the appointment of Sheila Lines as the company’s next chief financial officer, replacing Peter McClelland who stepped down last October.

Lines, who will start with Ooh Media on March 1, was previously chief financial officer of Cabcharge. Last year Ooh Media CEO Brendon Cook told Mumbrella how the out-of-home advertising company is rebuilding itself in the face of technology and market changes. Since listing on the ASX in 2014, the company has acquired Junkee Media, Executive Channel Network and Cactus Imaging to broaden its offering.

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New Zealand: Digital signage deal at Coastlands

oOh!media has rolled out 16 new retail panels at Coastlands shopping centre, as part of a long-term agreement with New Zealand’s leading commercial real estate company Colliers International for advertising rights to its centres.

The agreement, which expands oOh!’s fast-growing full motion digital and classic retail network in key New Zealand locations, also includes retail advertising for Westcity Waitakere, The Boundary (formerly Waitakere Mega Centre), The Hub Hornby and Bethlehem shopping centres.

The addition of Coastlands and the other Colliers properties to oOh!’s portfolio significantly increases the audience it now delivers to advertisers, reaching more than 1.6 million unique shoppers across New Zealand each fortnight.

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Australia: QMS Media Restructures Australian Executive Team

QMS Media has announced changes to the structure of its senior executive team, with the appointment of divisional leaders across its Aussie media and production businesses. John O’Neill, currently chief sales officer, has been appointed to the role of CEO of QMS Australia.

With over 20 years’ experience in the outdoor media industry, developing and leading sales teams at Eye Corp, Media Puzzle and oOh!media, O’Neill has extensive knowledge across all facets of outdoor advertising and has been instrumental to QMS’ growth and performance. In his new role as CEO, O’Neill will be responsible for leading and managing QMS’ Australian media business through the implementation of the next evolution of its multi-platform engagement strategy across digital, outdoor and sport media.

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Kenya: Kenya’s TabAds raises funding for in-cab digital advertising model

Kenyan startup TabAds, launched in November, has raised an undisclosed amount of funding as it looks to establish its advertising model, which places tablets in taxis running interactive content and adverts.

TabAds provides tablets and places them behind headrests in cabs, and through an automated process controls these tablets to stream movies and music, and display interactive content to passengers. “When you ride next, you will not just ride in style and comfort, but you’ll enjoy your favourite music, videos, news, sports, offers, hyperlocal content and more.

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Ghana: AMA lifts ban on ‘Out of Home Advertising’

The Accra Metropolitan Assembly (AMA) has lifted the ban placed on ‘Out of Home Advertising’ effective, 22 January, 2018. A statement signed by the Metro Coordinating Director of the AMA, on behalf of the Chief Executive Officer said: “Advertisers can now purchase an application form, complete and submit to the address (The Secretariat, Accra Spatial Planning Committee, Physical Planning Department, Accra) for processing as per the new 2018 Smart Procedures and Standards Policy Framework.

“Meanwhile, the AMA directs that all individuals, companies and organisations in the Out of Home Industry should re-apply for renewal of permit(s) for 2018. Until such re-applications are done, the AMA considers all existing Out of Home Advertising Infrastructure/ signage within its jurisdiction as unauthorised.



Myanmar: FMIDecaux wins exclusive 20-year advertising street furniture contract with Yangon City Development Committee

FMIDecaux wins exclusive 20-year advertising street furniture contract with Yangon City Development Committee FMIDecaux Co., ("FMIDecaux") the new joint venture between JCDecaux S.A. and its partner First Myanmar Investment Co., Ltd. ("FMI"), Myanmar's first listed company, wins an exclusive 20-year contract with Yangon City Development Committee ("YCDC") for advertising street furniture in the city of Yangon (population: above 5.2 million).

FMIDecaux of which 60% of the capital is owned by JCDecaux and 40% by FMI, has been selected following Yangon City Development Committee tender, as exclusive operator for advertising bus shelters and City Information Panels (CIPs). FMIDecaux will combine JCDecaux's global expertise in outdoor advertising and street furniture with FMI's decades of experience in the local Myanmar market.

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