FEPE OOH News 26th April 2018

FEPE OOH News 26th April 2018



UK: Ocean Outdoor launches Manchester's first 'Two Towers' on Mancunian Way

Ocean Outdoor has launched Manchester’s first ‘Two Towers’ digital out of home structure, which dominates The Mancunian Way.

Audi and JD Sports are the launch partners for Two Towers Manchester, which went live today, reaching an audience of 3.6 million people along the elevated section of the A57.

The double-sided towers capture access in both directions to Manchester’s busiest inner-city motorway route. Ocean has also launched the new Gateway Piccadilly, located on the principal route to Piccadilly Station, and has installed its vehicle detection technology on roadside screens in London Road and Princess Road.

The launch of Two Towers Manchester brings the number of handpicked screens Ocean operates in the city to 14. In addition, Ocean has extended its smaller full motion network, called The Loop, to 40 screens, offering a combined city centre audience of 19.4 million.

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UK: GDPR and the FEPE Newsletter – Please read

With the EU legislation (General Data Protection Regulation) coming into effect soon we will soon be writing to everyone on our newsletter list to ask you to confirm that you still wish to receive the weekly newsletter.

All that will be needed is a couple of clicks and we would urge you to please comply with the process.

Anybody who has not responded by May 25th will be removed from our database and will need to rejoin our newsletter list by following the instructions that will be on our homepage.

Thank you in advance for assisting us with this process.

Mark Flys, General Secretary, FEPE International

Germany: Digital Signage Summit Europe moves to Frankfurt for 2018

A new venue and workshops have been announced for the leading digital signage and DOOH event

At this year’s Digital Signage Summit Europe, more than 40 experts will explore compelling business strategies in the international Digital Signage and Digital out of Home industry.

DSS Europe focuses on a conference theme of ‘Digital Storytelling – Changing the Narrative with Digital Signage.’ The two-day event will explore how digital storytelling and digital touchpoints are adding value through improving customer engagement and bridging the online and offline worlds.

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UK: Pintarget’s Roy Jeans: the Out of Home automation revolution is almost here

It’s only mid-April and we have already seen two jaw-dropping moments in the advertising industry so far this year. The first was Mark Zuckerberg’s Congressional appearance last week. Despite coming across as a bizarre mixture of a subdued Larry Grayson and an extra from One Flew Over the Cuckoo’s Nest, he mostly ran rings around his questioners. Nothing better illustrates the gulf between the speed of change in the digital world and the legislators’ lack of understanding concerning this change than last week’s – sometimes unintentionally humorous – exchanges.

At precisely the same time Sir Martin Sorrell was making plans to “retire” from WPP. All empires eventually fall, and WPP appears now to be no exception to this law. Sir Martin’s retirement is of course in part directly related to Mark Zuckerberg’s appearance, as it is the (up to now) unstoppable growth of Facebook and Google that has effectively torn up WPP’s (as well as the other marketing services holding companies’) business model.

In a more channel-specific area there is another business model about to be ripped up as well. It concerns one of the few media channels that has held up reasonably well while the digital giants from Silicon Valley have decimated large swathes of the advertising industry. Out of Home (OOH) has just about maintained its status as a £1bn a year revenue sector in the UK over the past five years. Whilst this has come at the cost of huge investment into digital screens, the OOH industry should be applauded for defending its position in the face of the online digital onslaught.

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UK: Leeds Super Motion Goes Live! blowUP media launch premium full-motion screen with Dior


The Leeds Super Motion is now live, becoming the latest digital screen to target a desirable active shopping audience in the heart of Leeds city centre.

Launch client Dior is the first brand to take over the new state of the art DOOH screen located on Briggate, the main pedestrianised high-street where fashion powerhouses such as Harvey Nichols, Michael Kors, Louis Vuitton and House of Fraser are found. Named the best shopping destination in the UK by The Rough Guide to Great Britain, Leeds City Centre has over 1,000 wonderfully diverse shops and the Leeds Super Motion screen talks directly to over 40,000 passers-by in a spending frame of mind every day.

Leeds is a compact and connected city, it has a flourishing cultural scene, growing food and craft beer reputation and thriving entertainment and nightlife.

Managing Director Sales Simon Russell comments, ? We are pleased to announce the launch of our Leeds digital screen. We pride ourselves on delivering the best digital opportunities on pedestrian high streets, and set our standards very high. This screen is an asset to the Leeds OOH portfolio and I look forward to seeing how brands use it to creatively make an impact in this vibrant city. ?


USA: Kinetic North America Greens Up Its OOH Production Unit

WPP’s Kinetic North America is relaunching its print production management company Lively Production with new eco-friendly production options.

The unit will introduce what its calling the “Upcycled Brand Equity” approach to repurpose billboard vinyl into new products, such as bags, wallets, and cardholders. The Lively Production team will coordinate the removal of the vinyl with OOH media vendors. It will also be involved in product selection, and production logistics, according to a spokesperson. Participating brands will cover the cost to transform the billboard vinyl into so-call “upcycled” products that they — hopefully — will then use as a consumer engagement tool. For instance, if the brand has a retail chain, they might sell the products at point of purchase.

In addition, Lively Production will now offer the Lumactiv coating system that claims a number of eco-friendly attributes, like air purifying. The coating can be sprayed on billboard vinyl or any other printed OOH format. According to the agency, Lively Production is partnering with outdoor advertising vendors to coat the advertisement structures themselves, “with the goal of turning billboards, bus shelters, and bus wraps into giant air filtration systems purifying city air pollution every day.”

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Canada: Ikea OOH campaign wins first Grand Iris Award

Diamond Integrated Marketing’s out-of-home (OOH) advertising campaign that announced the 2017 opening of Ikea’s first store in Atlantic Canada has won the Canadian OOH Marketing and Measurement Bureau’s (COMMB’s) first annual Grand Iris Creative Award.

Co-created by art director Chad Lesch, the campaign’s contextual messaging spanned posters, bus wraps and ferry ads and suggested a fit between the store—which opened last September in Dartmouth, N.S.—and East Coast culture.

Research showed consumers liked the playfulness of the ads. “The campaign had a positive impact, with 74 per cent of Nova Scotians expressing an intent to purchase goods at Ikea,” says Rosanne Caron, president of COMMB and a member of Sign Media Canada’s editorial advisory board (EAB).

Diamond’s creative team will be COMMB’s guests next month at the Outdoor Advertising Association of America’s (OAAA’s) 2018 Obie Awards.

USA: Study shows fliers still react to advertisements they see in airports

If there was doubt about the value of outdoor advertising in the digital age still holding water, a new study may put it to bed after showing that 80 per cent of fliers take notice of the media they see passing through airports.

Forty two per cent of frequent fliers take action in response to advertisements they have seen in an airport, with 19 per cent going on to buy. This is according to the results of a consumer insights study carried out by Nielsen on behalf of Clear Channel Outdoor (CCO).

The the study showed 80 per cent of frequent fliers noticed advertisements and 42 per cent took action that included visiting a website, going to a store or learning more about a product/brand/service.

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USA: Nearly a Quarter of Top OOH Advertisers are Major Tech Brands

OAAA released the 2017 MegaBrands report, a comprehensive review of the largest national advertisers.

The report reviews the top 100 OOH advertisers and top 100 total media advertisers, along with their ad spend by medium, and ad agency relationships. Of the top 100 OOH advertisers, nearly one quarter are technology brands, including Apple (#2), Amazon (#6), Dell (#37), Google (#5), Microsoft (#26), and Samsung (#17).

“Tech brands continue to increase their spend in OOH and have steadily become top users of the medium,” said OAAA’s Chief Marketing Officer Stephen Freitas. “These big tech brands are using OOH to tell their stories, reach today’s mobile consumers, and drive online traffic.”

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USA: Lamar pays tribute to Barbara Bush on billboards nationwide

A national outdoor advertising company is paying tribute to beloved former First Lady Barbara Bush who passed away last Tuesday.

Lamar Advertising, based in Baton Rouge, is honoring "The Enforcer" through their digital billboards nationwide.

The billboards are simple and classic, just like Mrs. Bush, bearing only a three-string pearl necklace and a farewell message to the icon.


Australia: APN Outdoor secures three key transport contract renewals

APN Outdoor has secured three key transport contract renewals to begin 2018, including Transport for Brisbane, Tansdev Melbourne and Adelaide and Parafield Airports. Announced at the company's Annual General Meeting, each contract has been secured for more than 12 months.

“These contracts represent an important part of our advertising offering. The far-reaching impact they provide delivers a compelling proposition and cements our commitment to the development of our transit and billboard product offering," APN Outdoor CEO and MD James Warburton says.

Warburton, who joined the business in October 2017, says the successful extension of each contract and a single digit profile over the next two years will allow the company to shift its strategy toward acquisition and further company innovation.

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South Africa: Primedia Outdoor becomes official member company of Proudly SA

Primedia Outdoor becomes official member company of ProudThe largest wholly South-African-owned outdoor advertising media specialist continues its endeavours of patriotism as Primedia Outdoor officially becomes a member company of Proudly South African, in efforts to contribute to economic growth and prosperity in the country.

The leading “buy local” initiative was established in 2001 out of socio-economic necessity to address job creation and the resultant poverty reduction. In essence, Primedia Outdoor rallies behind the advocacy work of Proudly South African and both share a vision to see a progressive South Africa.

Commenting on the membership, Peter Lindstrom, sales and marketing executive of Primedia Outdoor, said, “We are truly delighted to join forces with Proudly South African and our membership will serve as a key forum from which to continue propagating and influencing 'buying local'."

"Primedia Outdoor’s unwavering commitment to deliver cutting-edge OOH advertising and using our capacity to drive positive change in our society rightly complements Proudly South African’s mandate.”ly SA*

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Nigeria: LASAA, outdoor advertisers set up committee to resolve issues

Lagos State Signage & Advertisement Agency (LASAA) and outdoor advertising practitioners under the aegis of Outdoor Advertisers Association of Nigeria, OAAN have set up a 15-member committee to resolve lingering issues in the industry and chart a new way forward.

A source says issues to be addressed by the committee include media buyers, agency rate review, vacant board discount policy; 12.5 percent in the harmonized law, health and safety concerns, structural stability among others. The meeting which held at the head office of LASAA in Ikeja, Lagos had major outdoor advertising practitioners in the state present.

The constituted committee had seven members from OAAN and eight members from LASAA.Addressing the meeting, Managing Director, LASAA, Mobolaji Sanusi said in the agency’s effort to improve the relationship between it and outdoor advertising practitioners, it visited some organisations with a view to understanding their challenges and the various problems in the outdoor advertising sector. He said the meeting was the outcome of the various visits, as LASAA had collated some of the concerns of the outdoor advertising practitioners.

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China: Chinese ad market to see 5.2% rise in total ad spending to US$92.7 billion

Total advertising spending in the Chinese market is set to rise faster at 5.2 percent year on year to 585.8 billion yuan (US$92.7 billion) in 2018, GroupM, WPP's media investment company, said.

The out-of-home advertising market remains buoyant as it is forecast to grow 9.2 percent annually, according to GroupM’s “This Year, Next Year: China Media Industry Forecast” report.

Internet ad spending is set to grow by a slightly slower rate of 13.5 percent in 2018, and e-commerce ads will account for the majority of spending, the report said. However, overall spending on traditional TV commercials will continue its downward trend, falling 9.2 percent this year, the report said, adding that ad expenditure is set pick up as advertisers continue to shift toward content marketing and digital marketing and brand placement in variety shows and dramas.

“Improving the quality and personalization of brand marketing is also increasingly important and will be a strong driver of growth in the advertising ecosystem,” said Patrick Xu, CEO of GroupM China and WPP China.