FEPE OOH News 25th May 2017

FEPE OOH News 25th May 2017

 

EUROPE NEWS

FEPE: Stockholm Registrations will close next Friday!

The full speaker programme is now available to download from the FEPE homepage

Exhibitors and sponsors will soon be receiving the list of attendees for the exclusive networking event The networking event will be attended by FEPE board members representing the global Out of Home industry and their technology and procurement teams, as well as other specially selected decision makers and technology experts relevant to the exhibitors.

Each exhibitor will be given exclusive time with the audience to showcase their products and answer questions as well as make valuable contacts to follow up during the rest of the congress.

If you want to be a part of this event by exhibiting at the congress or for more information on sponsorship contact mark@worldooh.org or richard@worldooh.org

The FEPE gala dinner and 3rd annual awards ceremony will be held at the Berns Hotel in central Stockholm with a Friday night party at the Mister French bar and restaurant.

Delegate places are still available but hotel rooms are becoming scarce...book now!

Details are on the FEPE homepage.

UK: JCDecaux launches The Edinburgh Arch

JCDecaux has today launched a new premium, state-of-the-art digital superstructure, The Edinburgh Arch, with Sainsbury’s, Jaguar, Vodafone and The Walt Disney Company as launch partners.

Situated at the Gogar Roundabout, this large-format roadside location is a unique gateway to the city; positioned in proximity to the RBS Headquarters and the prestigious Edinburgh Business Park, home to blue chip companies including HSBC and J.P. Morgan.

The two 41 square metre screens will be unmissable to drivers travelling to and from Edinburgh International Airport, the fastest growing major airport in the UK (Source: Edinburgh Airport Limited 2017).

JCDecaux was awarded the City of Edinburgh contract in 2015 and The Edinburgh Arch is a milestone in the digital regeneration of advertising sites across the city in line with JCDecaux’s ‘Blueprint for the Future’, providing premium Out-of-Home opportunities across roadside, retail, rail and airport environments.

It follows the successful installation of synchronised digital bus shelters on Princes Street and the digitisation of key locations including Edinburgh Airport and Edinburgh Waverley; fulfilling JCDecaux’s promise to provide advertisers with premium locations with the best screen quality in a brand safe environment.

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UK: Digital Out of Home grows 28% in Q1 2017, accounting for 42% of the total Q1 revenue of £252 million

Outsmart, the trade body for the Out of Home (OOH) industry - advertising that reaches consumers while away from their homes, has announced that Digital Out of Home revenue reported for the quarter January to March 2017 is £107 million, up by a significant 28% on Q1 2016. Digital now accounts for 42% of all Out of Home revenue, an increase of 9.4 percentage points on Q1 2016.

Total Out of Home revenue for the quarter is £252million. This is broadly flat year on year, but revenues in the last 12 months (to the end of March) are up 3% on the prior 12 months.

Justin Cochrane, Chair of Outsmart, comments that “the transformation of the Out of Home medium continues with further investment in digital. State-of-the-art inventory and technology continue to enable advertisers to benefit from the flexibility and dynamism of digital Out of Home, as well as complement or amplify classic Out of Home campaigns.” 2017 marks the appointment of PwC, who will now undertake the revenue reporting for the Out of Home industry, on behalf of Outsmart. PwC has considerable experience in the Out of Home sector having worked with a number of the leading companies in the sector. Justin Cochrane added “PwC will bring greater insight into Out of Home’s positioning within the wider media mix.”

Mark Maitland, PwC Media Strategy Partner, comments “We are delighted to be working more closely with the Out of Home industry alongside Outsmart, and are excited by the new investments being made in Digital inventory and the long-term prospects for the sector overall.”

Visit the Outsmart website to download a breakdown of all previous OOH revenue figures.

UK: What does DOOH need to do to win over brands?

New research conducted by Primesight and Mediatel reveals the key issues the industry needs to address to fulfil digital out-of-home’s potential.

Naren Patel examines the findings. Share of UK adspend allocated for out of home (OOH) has remained steady over the last ten years - it is projected to outperform the ad market in 2017 by 1%, but underperform the market by 1% in 2018 (AA/WARC).

Currently OOH’s growth is being largely driven by digital, with some parties believing this has led to cannibalisation of the medium. But digital OOH alone is accelerating at a fast pace - we’ve seen £400m of investment in the last five years (Talon) and it’s expected to grow by 17% this year (AA/WARC).

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UK: Lightvert - Lights Up the Sky

New Business discusses Lightvert, a digital outdoor media technology company with the founders, Daniel Siden, Stephen Allen and Mike Wellings

For a start up you have some highly experienced founders and a team to match already in place, how did the company come together and why?

Mike, Stephen and I have all worked together in the past but through different and independent ventures. I worked with Mike through my previous design and engineering company Haberdashery, where Mike was the chairman, and Mike worked with Stephen over the years as they actually grew up together. It was inevitable that Stephen and I would work well together, and unbelievably fortunate that Stephen had such an extensive career in Digital Out-of-Home, prior to him joining Lightvert! I would venture to say that we have one of the best, most dynamic and well-rounded teams in early stage tech in London.

Lightvert's own description of the company is a digital out of home media technology company. Which does what?

Simply put, we are building an outdoor media business, developing new technologies to engage out-of-home audiences and introduce new viewer behaviours. Our first product is ECHO, a revolutionary new type of outdoor display technology whereby, through the virtues of this new medium, the viewer receives a far more intriguing and experiential means of engaging with outdoor cultural and advertising messages, whilst at the same time the medium provides very powerful benefits for brand advertisers.

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AMERICAS NEWS

USA: NatGeo, OOH trade body launch endangered species campaign

Today (May 19), on Endangered Species Day, the National Geographic Society and members of the Outdoor Advertising Association of America (OAAA), launched an out of home (OOH) campaign driven by user-generated content, featuring a range of animals at risk shared via the hashtag #SaveTogether.

Organized by the OAAA, the extensive campaign involves digital billboards across Times Square and other major US cities today. It will continue throughout the summer across a range of billboards and other OOH formats donated by OAAA members from across the country.

The campaign kicked off with an hour-long digital billboard takeover and interactive experience in Times Square. The public was encouraged to find a National Geographic Photo Ark poster, snap a selfie with the endangered animal, and share via Instagram or Twitter using #SaveTogether. Images were then published on the digital billboards.

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USA: Thoughts on my first OAAA Convention, or, What do Punctuated Equilibrium, Usain Bolt, and Thanksgiving Dinner have to do with Out of Home?

by Matthew Noll

There is a theory in evolution called punctuated equilibrium. Essentially what it says is that evolution is not a steady, plodding, gradual accumulation of incremental changes over time. Instead, it says that evolution is long periods of relative stasis where very little changes, punctuated by short bursts of rapid, major changes, moving forward in fits and starts. Think of it this way. You’re walking around an Olympic race track, very….very…. slowly, taking tiny little steps for quite a long time. Maybe you cover 200 yards in an hour. Then suddenly, and without much warning, you break into a flat-out Usain Bolt sprint and cover the next 200 yards in 19.19 seconds.

Right now, Out of Home is Usain Bolt, and the starter’s pistol is in the air.

Where is Out of Home Headed?

Last week I had the distinct pleasure of attending my first OAAA/Geopath conference in New Orleans. With all the changes we’ve been seeing in the industry over the past few years I was excited to see where this was all headed. I wanted to see if the whole industry was as excited as I am. Was there broad support for moving forward, adopting and internalizing the advancements in technology that have the capacity to reshape the media, seemingly before our very eyes at some points?

To say I had high hopes would be an understatement. What I experienced far exceeded my expectations.

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USA: ‘It’s a work in progress’: How a billboard ad company is going programmatic

When JetBlue wanted to promote its new credit card recently, it worked with Outfront Media to create a digital billboard located at 1500 Broadway in New York City.

The Android-based billboard used the airline’s active flight schedule and the Google Maps API to tell Times Square visitors how fast they could get to various travel destinations from where they were: 38 minutes to John F. Kennedy International Airport, and 3 hours and 37 minutes to San Juan in Puerto Rico, for instance.

This is just one example of how Outfront Media, one of the largest outdoor media owners in the U.S., envisions the future of out-of-home advertising: digital, smart and targeted. As of last December, U.S. out-of-home advertising increased by 3 percent year over year to $7.6 billion, driven by digital sales that were up 14 percent compared to a year prior, according to agency Magna Global. But offering digital boards is just a small piece of building a digital company, said Andy Sriubas, evp for Outfront Media.

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Ecuador: JCDecaux wins the street furniture contract of Guayaquil, Ecuador and opens its 15th Latin American subsidiary

JCDecaux has announced it has won, following a competitive tender, the 15-year street furniture contract of Guayaquil (population: 2.7 million), Ecuador's business capital and main harbour city.

This exclusive contract covers the design, conception, installation, management, maintenance and advertising operation of 126 advertising bus shelters, 131 bus stops and 131 CIPs that will equip the first two dedicated bus lanes. JCDecaux has developed a line of modern and elegant bus shelters in three sizes to adapt to various sidewalk widths.

The furniture has been designed in response to Guayaquil's unique climate constraints, including intense heat and heavy rainfall, and will be Wi-Fi-equipped. In accordance with JCDecaux's business model, all furniture and services will be funded by the 514 2m² back-lit panels bus shelters and CIPs.

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Dominican Republic: Clear Channel Airports Renews Contract with Aeropuertos Dominicanos Siglo

Clear Channel Airports today announced it has signed a new five-year partnership with Aeropuertos Dominicanos Siglo XXI, S.A., (Aerodom) to provide cutting edge advertising solutions to four of its airports in the Dominican Republic. Aerodom, owned by the VINCI Airports, a top 5 player in the international airport sector, manages the development and operations of 35 airports and handles more than 130 million passengers annually through its airports network. The new contract went into effect April 1, 2017.

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AUSTRALIA NEWS

Australia: APN and oOh! merger cancelled

The proposed merger between outdoor giants APN Outdoor and oOh! Media has been terminated due to the ACCC’s concerns of the lessening of competition in the field.

The merger would have made the proposed single entity worth $1.6bn making it Australia’s biggest outdoor media business. The ACCC released its statement of issues earlier this month outlining its preliminary view that the proposed merger would likely result in a substantial lessening of competition in the supply of out-of-home advertising services.

In a statement released by both parties, APN and Ooh! disagree with the ACCC’s views, ‘Both parties maintain that the commercial reality is that out-of-home advertising competes extensively and directly with other media channels and as such a narrow market definition is inappropriate.

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Australia: Google and Facebook the major threats to media sector

The Australian Competition and Consumer Commission risks scuppering economic growth and harming consumers if it continues to overlook the real threat to competition in the media sector: Google and Facebook.

Friday’s announcement that the proposed merger between outdoor advertising firms APN Outdoor and oOh! Media had been scrapped did not come as a surprise. But the ACCC’s decision to express preliminary concerns about the deal will only look worse as time passes. At the heart of the case was the ACCC’s belief that a merger of the top two players and their subsequent market share of more than 50 per cent would have substantially lessened competition.

But that opinion hinged on the rather antiquated view that outdoor advertising was a separate industry from other forms of marketing communications. In reality, as any marketer knows, outdoor advertising is almost always a small part of a broader media mix. A typical campaign for a large brand might contain a significant investment on outdoor but it will invariably also consist of even bigger investments on search, events, digital display, TV, radio and print advertising.

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AFRICA NEWS

South Africa: #Loeries2017: Excellence in outdoor creative execution with JCDecaux

JCDecaux is the Loeries branding partner for the year and also sponsor of the outdoor and out of home (OOH) category. I found out more from Wandile Setlhodi, head of marketing SSA at JC Decaux...

The Loeries’ 2015 branding was designed by King James the Second or KJII and in 2016, the artwork was designed by Grid Worldwide This year, the branding baton has again been passed on and the city of Durban will be branded by JC Decaux.

The 2017 branding is currently in development and will only be unveiled at Loeries Creative Week, taking creative direction from the campaign that DDB unveiled earlier this year:

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ASIA NEWS

Singapore: Is out of home, out of sight in today’s digital age?

MTV famously played Video Killed the Radio Star as its first music video, alluding to radio's decline in light of fans turning to TV for their music fix.

It has been 36 years since MTV’s launch and radio is still around, proving that its made of tougher stuff. Similarly, with the launch of TV and now with online video, one would think out of home (OOH) advertising would be going the way of the dinosaurs. Yet OOH media owners are still around, and the companies buying space on out of home assets vary quite a bit according to Moove Media, the advertising arm of transport operator, Comfortdelgro. “Our clients have always been a good mix.

There is an influx of new digital companies like Google, Deliveroo, Qoo10, Redmart, Zalora, VIU and PropertyGuru including Mediacorp Radio and SPH Radio advertising on our out-of-home platforms as an extension of their marketing campaigns,” they said.

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India: Ola, BarTalk partner to promote ‘Do Not Drink and Drive’ initiative

As a part of continued initiatives against drunk driving, Ola, India's most popular mobile app for transportation has partnered with BarTalk, a new age smart OOH network, to support their 'Do Not Drink and Drive' initiative being launched across key bars and pubs in the National Capital.

As a part of continued initiatives against drunk driving, Ola, India’s most popular mobile app for transportation has partnered with BarTalk, a new age smart OOH network, to support their ‘Do Not Drink and Drive’ initiative being launched across key bars and pubs in the National Capital. The Delhi Police has leveraged the effectiveness of the digital OOH platform to spread awareness around the message of responsible drinking.

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