EUROPE NEWS

UK: Largest LED Video Feature In Europe Installed Above Entrance to London Stadium at Queen Elizabeth Olympic Park

London Stadium at Queen Elizabeth Olympic Park selected Daktronics to design, manufacture and install a new 1,128-square-meter, curved LED video display above the entrance to their facility located in London, UK – the largest LED video display in Europe.

The new signage is slightly tilted toward the ground to welcome people to events held at the stadium as well as provide ample opportunities to promote upcoming events and acknowledge stadium sponsors.

"Hosting Europe's largest LED video display is a proud point of difference and we expect that the sight of the screen will become an iconic element of everyone's visit to London Stadium and Queen Elizabeth Olympic Park," said London Stadium Chief Executive Linda Lennon CBE.

"The LED video display will serve to inform and entertain our guests while delivering considerable value to our commercial partners, event owners and community groups.

FEPE: Bookings for the FEPE Stockholm Congress are open now

58th FEPE Congress will be June 7th - 9th 2017 at the Radisson Blu Waterfront Hotel and Congress centre, Stockholm

We will be having 2 days of presentations with high calibre speakers from across the world, all of whom will be bringing their unique viewpoints on the Out of Home industry.

There will be an exclusive and much larger exhibition area attached to the main congress hall, and spaces are now available to reserve. If you are a supplier who wishes to get your product in front of an audience of global OOH decision makers please email us soon so we can hold a space for you.

We also have additional sponsorship opportunities available for interested parties, please email Mark Flys at FEPE for further details.

Early bird registrations will be open until the end of February, which will allow delegates an extra €100 reduction regardless of FEPE membership status. Delegate fees are unchanged at €1100 for members and €1600 for non members, plus the additional early bird reduction.

Further details will be announced here, and in future newsletters.

UK: Inside Clear Channel's big bet on programmatic out of home

Clear Channel has made its single biggest ever investment on bringing programmatic to out of home advertising, betting its future on the process of buying outdoor media being an automated one.

Seven years ago, in the UK around 2% of Clear Channel’s revenue came from digital screens. Today that number stands at 60% and it’s a trend that’s emulated across the world. This complete change in the very nature of its media is why the out of home giant abandoned 800 roadside billboards in the UK last year and yesterday (18 January) debuted its first out-of-home programmatic buying tool.

One of defining factors of delivering an OOH campaign was that it was a complicated media buy, admitted William Eccleshare, chairman and chief executive of Clear Channel International at a press briefing on the new tool. The biggest clue to why it has invested seven-figures in this is that it wants to trade quickly, more efficiently and be comparable to other media.

UK: JCDecaux appoints Stephan Lavollee to newly created Board position of Digital Transformation and IT Director

JCDecaux has announced the appointment of Stephan Lavollee to the Board for the newly created role of Digital Transformation and IT Director.

The new Board level position is part of JCDecaux’s ongoing digital strategy and achieving the goal of doubling its current digital impressions to reach #onebillioneyeballs. In his new role, Lavollee will sit on the Board and report directly to Co-Chief Executive Officer Philip Thomas.

He will play an integral role of supporting and driving change in JCDecaux’s digital culture, capability and capacity enabling the company to improve the quality of service to their partners and increase productivity and value across the whole UK business.

Ireland: Exterion Media Launches Digital OOH Platform in Connolly Station

Exterion Media has launched a digital media gallery in Connolly Station, Dublin. The digital gallery is the first of its kind in Ireland and offers significant creative opportunities including synchronised and sequential transitions across twelve dPods.

The twelve 70” dPods replace the six sheet gallery which has been used extensively by brands to create impact and cut-through in the station. Connolly is Ireland’s busiest station and the central business transport hub of the Capital with nearly 9 million passengers passing through it on an annual basis.

The installation of the twelve dPod gallery continues Exterion Media’s transformation of the advertising estate across the Iarnród Éireann network. This latest investment underpins the leading media owner’s commitment to develop digital OOH in relevant, high dwell time and audience rich locations.

Ireland: OOH Market Grows by 7% in 2016 According to PML

The Irish Out of Home market saw strong growth in 2016 according to PML Group which has published its annual review of the market for 2016.

According to PML the market grew by 7% in 2016 with particularly strong growth in the first half of the year. While Q3 was sluggish, according to PML, the market picked up considerable in the final quarter. According to the Posterwatch report, there was no single factor behind this improvement but rather a combination of more advertisers, increased investment by existing advertisers and added advertising opportunities.

Digital formats are becoming increasingly attractive to advertisers and the clear majority of new OOH panels are digital screens. Classic OOH formats have not been neglected either and huge improvements have been made, particularly on large format such as 48 Sheet billboards, according to PML.

USA: Kinetic Worldwide Appoints Michael Lieberman as U.S. Chief Strategy Officer

Kinetic Worldwide, WPP’s global, contextual specialist, announced today that it has appointed Michael Lieberman as its new Chief Strategy Officer, North America. Lieberman will be charged with accelerating the overall growth and client service agenda set forth by the organization. He will be based out of the agency’s New York office and will report to Kinetic’s CEO, North America David Krupp.

Previously, Lieberman served as Chief Operating Officer role for Kinetic’s parent company tenthavenue for the past two years. In his former role, Lieberman scaled tenthavenue’s North American operation for success, supporting the quick growth of Bookmark, Candyspace, TMARC, Spafax, and Joule in North America. The group’s performance led to the creation of award-winning solutions and industry accolades, including IAB MIXX and Shopper Marketing Effie Awards. Lieberman is now tasked with evolving the offering of Kinetic North America, following a successful, award-winning year for the agency including numerous MediaPost DOOH and Creative Media Awards, OAAA Media Plan of The Year Awards, and a shortlist mention for a Cannes Lion. Prior to tenthavenue, Lieberman was the North America CEO of Joule, WPP’s mobile agency.

Canada: Spotted! Dairy Farmers of Canada create OOH waterworks

The crying sign at Union Station is part of a new campaign focused on product quality for the national organization.

The Dairy Farmers of Canada has a new campaign in market that’s focused on highlighting the product quality with spots depicting people literally crying over spilled milk.

The idea has now crossed into reality in a busy transit hub. Along with the TV, online and cinema spots featuring a dramatic, mannequin challenge-esque scene of people crying over a pot of spilled fondue, the campaign has been brought to life with an OOH featuring a waterfall of tears at Toronto’s Union Station.

The campaign’s media is from Initiative, creative is from DDB and OOH from Clear Channel. Victoria Cruz, marketing and retail director at the Dairy Farmers of Canada, said with the creative focus on crying over spilled milk products, the team knew that had to be brought to life literally

USA: Out-of-home media in 2017: Embracing the seismic shift towards audience

By Mike Gamaroff

In many ways, there is a degree of security for out-of-home (OOH) media owners when it comes to the long-term sustainability of their businesses.

While the channel suffers from dwindling spend in favor of more measurable digital alternatives, at the core of it, OOH media owners have a lengthy shelf life because of their rigid occupation of the physical realm. Mobile devices will move to the eyes (augmented reality, or AR), transforming the Interactive Advertising Bureau (IAB) standard formats and all that goes with them. Television viewing habits will continue to constantly evolve.

But still, there is little that stands in the way of a 48-foot billboard on the side of a highway, a widescreen TV above your cross-trainer at the gym or breaking news in the elevators of every major city.

USA: OUTFRONT Media Unveils Year-Long Campaign With AFHC Celebrating 2018 College Football Playoff National Championship

OUTFRONT Media Inc. has announced its partnership with the Atlanta Football Host Committee (AFHC) to develop and design the organization's "I'm In" campaign tied to Atlanta winning the bid to host the 2018 College Football Playoff National Championship.

OUTFRONT Media's in-house full-service creative boutique, OUTFRONT Studios, partnered with AFHC to conceptualize, create, and develop the "I'm In" out-of-home campaign, aiming to build awareness for Atlanta being named host city for next year's event, one of the largest in sports. AFHC is the first host committee to advertise for the College Football Playoff National Championship game -- which will take place on Jan. 8, 2018 at the new Mercedes-Benz Stadium -- for a full calendar year.

Australia: oOh!media and AMP Capital sign new four-centre contract

oOh!media has secured an exclusive agreement with property giant AMP Capital Shopping Centres to provide industry-leading Out Of Home advertising media at four major New Zealand retail centres.

oOh!media and AMP Capital sign new four-centre OOH media contract oOh!media has secured an exclusive agreement with property giant AMP Capital Shopping Centres to provide industry-leading Out Of Home advertising media at four major New Zealand retail centres. The four new contracts expand oOh!’s fast-growing retail network in key New Zealand locations.

The new agreement covers the 40,000 sqm Manukau Supa Centre in Auckland, Northwood Supa Centre in Christchurch, Centre City in New Plymouth and Nelson Junction in Nelson.

Australia: How OOH became the comeback story of the media world

Four and half years ago Ten offloaded Eyecorp for the modest sum of $145m

Back then, according to SMI data, the OOH market (for large advertisers using media agencies) was an industry pulling in $592m per year. In the years that have followed the OOH industry has enjoyed a new era of prosperity and growth, which peaked in 2015 with YOY growth of 19%.

In 2016 it grew at 8%, significantly higher than the overall market ... and more than likely a growth rate higher than the digital category once the mighty Facebook and Google are backed out.

South Africa: What’s changed in OOH media planning? Everything. And nothing

The new OMC planning tool has the potential to reveal what is and what isn’t working, and there’s a strong possibility that it will turn OOH media planning on its head, Craig Wallis reckons.

The Outdoor Measurement Council’s (OMC) groundbreaking research and audience measurement planning tool called Quantum has just gone active and it’s way too early to tell what impact this new research and measurement metric will have in the out of home space. Make no mistake though, it has the potential to reveal what is and isn’t working, and there is a strong possibility that it will turn OOH planning on its head.

Thailand: VGI partners with Alibaba to offer advertising space to overseas clients

VGI Global Media has partnered with Chinese e-commerce giant Alibaba.com to offer its out-of-home (OOH) ad-media spaces to overseas advertisers and corporates via the online platform.

Kriangkrai Vanichpaisal, sales and marketing director (multimedia), said yesterday this partnership agreement would help accelerate growth for VGI, as both local and international advertisers would be able to book and purchase advertising space 24 hours a day. VGI now manages a wide range of OOH advertising media both in Bangkok and the provinces such as transit media on the BTS Skytrain and its stations, 160 office buildings, screens installed in elevators at 200 condominiums, digital screens in universities, and outdoor ads in the key provinces.

Under this partnership, VGI believes it will be able to capture untapped opportunities outside Thailand via this business-to-business (B2B) e-commerce platform, offering service through at least 16 languages across the globe.

Japan: MCDecaux awarded exclusive management of Tokyo's advertising bus shelter panels

JCDecaux SA has announced that, following a competitive tender, its Japanese subsidiary MCDecaux (JCDecaux: 85%; Mitsubishi Corporation: 15%) has been awarded exclusive management of the bus shelter advertising panels owned by the Tokyo Metropolitan Government Bureau of Transportation, as well as their maintenance.

This contract covers the city authority`s 97 advertising bus shelters currently in place and a further 100 that it plans to install by the time of the Olympic and Paralympic Games in 2020. This advertising street furniture was previously carried out by a group of Japanese advertising agencies, which MCDecaux joined in April 2016.

India: India’s OOH scene, chaotic and creative

I have just returned from India. My mind is still processing the deluge of impressions that soaked into it; many are of the polychromatic and cacophonic kind, but some are gently misty and verdant. My travels took me from the metropolitan environs of the third largest city (Bengaluru), through the backwaters of Kerala and via back roads to the small hamlet of Hosamala.

Throughout my peregrinations, the value of out of home advertising was constantly reiterated to me, both in urban and rural areas. The Indian out of home industry seems largely unregulated and quite chaotic, except for certain controlled environments like the airports. Nevertheless, I was impressed by the strong sense that there was a solid understanding of how to produce effective creative. The approach is one of complete simplicity and a ‘less is more’ ethos which enhances visibility and memorability.

FEPE OOH News 26th January 2017