FEPE OOH News 26th July 2018

FEPE OOH News 26th July 2018

 

EUROPE NEWS

UK: JCDecaux to launch new digital OOH network in the capital

Out-of-home advertiser JCDecaux is launching a new large format digital channel, offering 60 million weekly viewed impressions across 120 roadside digital screens.

LDN Drive - due to launch in London this October - will be the capital's largest 48-sheet network, capable of reaching up to 4 million Londoners in 29 boroughs.

The screens are to be 20% larger than average and will be developed on key arterial routes, including Tottenham Court Road, Chiswick High Road, Wandsworth Road and South Circular Road.

Powered by a new mobile data-set, the channel can be optimised by mapping unique audience profiles throughout the day and by day of week.

Spencer Berwin, co-chief executive officer at JCDecaux, said: "LDN Drive provides brands with mass scale and reach, helping to drive brand fame, all backed by a new exclusive data set that will optimise the digital creative and targeting possibilities for advertisers.

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Ireland: Healthy Food & Drink Adverts Drive Growth in OOH Market

PML Group’s review of the OOH market for the first half of 2018 reveals a marked increase in advertising on the medium for more healthy food and drink alternatives, particularly in the soft drink sector.

The category makes up almost 8% of the entire OOH market but with the introduction of the sugar tax on soft drinks and consumers’ general increase in demand for healthier options, the medium has seen a plethora of brand variants and alternatives hit the streets in H1. Brands such as Sparkling ICE, Vit-Hit, Naked Juice and Vegified Juice have helped increase the display value of the soft drink category by 37% in 2018.

Lower and zero alcohol brands have also been active in H1, as well as lower sugar confectionery products such as Nestlé’s Milkybar Wowsomes.

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Finland: Finland's largest newspaper greeted Trump and Putin with more than 300 billboards

In advance of the fiasco that was the Putin/Trump meeting in Helsinki, Finland’s largest newspaper blanketed the airport and routes to and from the summit with more than 300 billboards slamming the Russian press enemy…as well as Putin.

A bold use of the medium. Speak truth to power.

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UK: Less than a quarter of UK citizens have heard of 'Smart Cities'- Posterscope's latest Smart Cities report

A research report published today has revealed that, despite the many initiatives already in place, less than a quarter of UK consumers claim to be aware of the term ‘smart cities’.  The “Smart in the City” research, conducted by Posterscope surveyed more than 5,500 consumers about their opinion on smart cities and their key features.

  • New research reveals that only 23% of people have heard of the term ‘smart city’, with young, men and tech adopters most likely to be aware
  • However, initiatives that provide real life benefits such as smart water, smart energy and smart traffic control are rated highly
  • Huge knowledge gap exists between what consumers know about and what they want from smart cities
  • Partnerships with brands and telecoms operators could be the way to drive innovation and increase consumer awareness

Deeper analysis into the research report, however, does reveal more understanding and interest when respondents were questioned about specific initiatives. When asked which smart city features were deemed to be the most useful, those initiatives that provide a real-life benefit that people can easily relate to were rated the highest: smart water (89%), smart construction (85%), smart energy (81%) and smart health (79%).  Features considered the least useful were smart tourism and leisure (59%), smart retail (57%) and smart finance (57%).

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UK: Outsmart: Environment & Sustainability

Environment and Sustainability are crucial elements for all businesses. This group is committed to minimising any adverse impacts to the environment and promoting sustainable development.

Members of Outsmart recognise that their activities have the potential for both positive and negative impacts upon the environment at local, national and global levels. All members commit to the Environment & Sustainability Code.

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France: World Cup to lift French OOH market

The French out of home (OOH) market is expected to grow by 1.4% to reach €1.3bn this year, boosted in part by a successful World Cup for the national football team, according to data from WARC's latest International Ad Forecast. This will, however, be only the second year of growth since 2012.

Digital's share of total OOH spend is growing, albeit slowly. Last year, digital accounted for around one in ten Euros spent, up from a 3.6% share in 2012. Digital's share is expected to rise closer to 12% this year, equating to €160m.

Spend on traditional sites has declined ever year bar one between 2012 and 2017. Indeed, last year, spend on traditional panels dipped 3.8% to €1.2bn – the worst performance since the global financial crisis. Spend here is forecast to be flat this year, with digital pushing up the market total – particularly in metropolitan areas during the FIFA World Cup.

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UK: Data in OOH aren't just programmatic

At the risk of turning Mediatel Newsline into some kind of out of home-centric Points of View, (Points of Viooh – if you will), I feel compelled to respond to a data pedlar pontificating in a misinformed manner about the failings of the industry.

It would be wrong to suggest that I entirely disagree with everything which Conrad Poulsen wrote in his recent piece ‘Data in out-of-home doesn’t have to mean programmatic’, but there were a few fundamentals that do need to be addressed.

It’s nice to be nice, so, let’s start with where we agree.

The title

No arguments here. Not all OOH inventory is digital, nor will it be anytime soon. Therefore, the data which measure OOH audiences need to work equally for posters and screens. As an aside, we know that 98% of measured OOH sites are posters. How do we know this? Stay tuned, we’ll get to that in a moment...

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UK: New Ultravision Digital Billboard Lights Up Glasgow's "Style Mile"

Ultravision International, a leading innovator, manufacturer and distributor of LED displays and LED lighting, today announced the installation of a major new LED digital billboard on Argyle Street at the heart of Glasgow’s ‘Style Mile’ in Scotland.

Measuring 5.49 meters by 3.66 meters, the high-resolution LED display is one of the largest in Glasgow’s famous shopping district and replaced what used to be a static billboard. It’s placed in a premier location to attract the attention of commuters, with three train stations within walking distance of the billboard, including Glasgow Central which saw 32 million passengers last year.

Storm, Clear Channel UK’s super-premium digital portfolio, includes 24 iconic structures in five of the largest cities in the UK.

“Glasgow’s ‘Style Mile’ is one of the most iconic shopping strips in Europe, and with the addition of a new, innovative LED display, advertisers have an opportunity to catch the eyes of visitors like never before,” said William Hall, CEO and co-founder of Ultravision International. “We are excited to have teamed up with Clear Channel UK on this project and look forward to seeing how brands take advantage of the creative new options to connect with consumers.”

Check out Clear Channel UK’s video of the brand new Argyle Street digital billboard in action. 

UK: Why we should all be making use of OOH

Chris Pelekanou, chief customer officer, Clear Channel UK

Out-of-home is more popular than ever, and with good reason: it delivers what advertisers need - and here's the proof

On 27 June Clear Channel and Campaign hosted the 12th annual Outdoor Media Awards. So, first things first, I’d like to say a huge congratulations to everyone who took an award home on the night, and a massive thank you to everyone who entered. You can find more information on the winning campaigns and what our judges had to say about them in our Winners’ Guide, which came with this issue. 

This year, we received the highest number of entries from every corner of the out-of-home (OOH) industry; specialists, agencies, clients and media owners alike. Knowing that people are passionate about OOH and that we can draw more excellent entries than ever to these awards is a clear indication that our industry is well and truly thriving. 

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USA NEWS

Is Our Obsession Over Data the Right Data?

Ian Dallimore Director of Innovation & Digital Strategy Lamar Advertising Company

The advertising industry has become obsessed with and now regularly demands data analytics for before, during, and after campaigns. The out of home (OOH) industry has followed suit by using data to select OOH inventory that fits niche target demographics, prove positive ROI impact, and create Attribution Studies.

A friend recently shared this quote, “Big data is like young love: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it.” – Dan Ariely

I had to laugh at this quote, but it’s true. I often ask myself, if we as an industry are fixated on the right data?.

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USA: Volta's ad-supported electric vehicle charging service raises $35 million

As increasing numbers of electric vehicles are expected to hit the streets, thanks to new models from big automakers soon hitting the market, charging networks like Volta Charging are raising new cash to meet the expected demand. 

The company today said it raised $35 million from investors led by the Invenergy Future Fund, the technology investment arm of renewable energy project developer Invenergy, and Activate Capital (a relatively new $200 million investment fund raised by cleantech veterans including Raj Atluru, Michael DeRosa, Anup Jacob and David Lincoln). 

The San Francisco-based company combines outdoor digital advertising with charging stations to give electric vehicle owners free power. It has already rolled out a network of 1,000 charging stations that are open for sponsorship, and hopes to reach 2,000 by the end of 2018, according to a statement from the company.

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AUSTRALIA NEWS

Australia: oOh! Unmissable Awards open with $2m out-of-home prize package

The awards will recognise the best integrated campaigns across the oOh! Network.

Tourism Tasmania’s Feed Your Curious campaign, which featured across oOh!media’s Fly, Retail and Office environments, is the first entry in the running for a share of the $2 million worth of out-of-home media in the 2018 National oOh! Unmissable Awards.

The Awards have been launched this week and will recognise the best integrated campaigns across the oOh! Network of out-of-home assets.

All multi-environment campaigns that include native content, data and run on two or more oOh! assets between June and December will automatically be entered into the Awards, with the winner being announced in March 2019.

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Australia: Almond Breeze Showcases User-Generated Content In OOH Campaign

Almond milk brand Almond Breeze is celebrating the creations made by its social media fans by featuring the tastiest in its latest advertising campaign.

Daylight Agency has kicked off Almond Breeze’s new out-of-home, campaign which will see five everyday consumers selected to have their kitchen creation included in shopping centre advertising around Australia, making them instantly #Instafamous.

Winners will be selected based on their unique almond milk recipes, quality of their imagery and caption, and will have their handle and creation put up in life-size digital display lights in a shopping centre in their home state.

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AFRICA NEWS

Ivory Coast: JCDecaux begins operations in Ivory Coast

JCDecaux, chosen by SOTRA, the Abidjan Transport Company, for an advertising bus shelter program, begins operations in Ivory Coast

JCDecaux S.A. has announced that JCDecaux Côte d'Ivoire, joint venture jointly owned with Bolloré Group has signed a 20-year contract with SOTRA, the Abidjan Transport Company ("Société des Transports Abidjanais"), for the implementation of a street furniture advertising program (bus shelters and signposts) as well as advertising operations for SOTRA's different transport networks (buses, train stations, bus terminals, and water buses) in the Abidjan district (nearly 5 million inhabitants).

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South Africa: What's up in the world of digital OOH in SA?

The South African out of home industry never ceases to amaze me with the incredible growth of media types, and its concomitant innovation, says Craig Wallis, business unit manager at The MediaShop. He says there are so many young and passionate entrepreneurs out there that it bodes well for our country.

What's up in the world of digital OOH in SA?

Possibly the most noticeable 'new' media type is that of digital out of home (DOOH). Truth be told, dealing with all the various media owners that offer DOOH media can be rather daunting for a buyer like me.

The reason for this is that the media owners have 'skinned the cat' a hundred different ways when it comes to their media offering to prospective advertisers.

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ASIA NEWS

China: Alibaba invests $2.23B in outdoor digital advertising company

  • Chinese e-commerce giant Alibaba is investing $2.23 billion for a stake in Focus Media, an outdoor digital advertising company based in Shanghai, according to company filings reported in TechCrunch.
  • Focus Media says its advertising platform reaches 200 million middle-class consumers across 300 cities in China and plans to expand that reach to 500 million consumers in 500 cities.
  • The investment is part of Alibaba's "New Retail" marketing strategy that combines key elements of online shopping, including fast delivery, easy payments and streamlined browsing, to the customer service offered in physical stores, per TechCrunch. Consumers could see a product advertised on a Focus Media display and use QR codes, which are highly popular in China, to scan the ad to access details about locating it in a brick-and-mortar store, for example.

Insight:

Alibaba's stake in Focus Media highlights the growing number of companies looking to blend their online and offline strategy to expand their reach. It's something U.S. marketers are also paying attention to as many focus much of their campaigns on Gen Z consumers, who embrace both online and in-store shopping. A recent Criteo study found that 80% of Gen Zers enjoy in-store experiences, but 75% prefer shopping online out of convenience. The ability to touch, feel and try out products lures these consumers into stores, but they like to compare prices online.

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India: Jeep Compass launches outdoor campaign with Laqshya Media Group

Laqshya Media Group has partnered with Jeep Compass to launch an outdoor ad on the Mumbai-Pune Expressway.

The billboard is around 25, 000 square feet and to execute the plan, it required 70 craftsmen, 80,000 kgs of metal and 45 days to complete the project. The installation is 253 feet wide and 100 feet tall.

Atul Shrivastava, CEO, Laqshya Media Group, said, “We chose Mumbai- Pune Expressway to create a landmark for Jeep and to stand true to the brand’s motto, ‘Go anywhere and do anything’. Considering the scale of the project, this was a challenging task. This exemplifies how our team, across various functions, comes together to create something as mammoth as this. We are extremely proud to have developed a truly larger-than-life site for Jeep.”

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India: Indian Shopping Malls are Embracing the Digital World

Modern-day shopping malls are one-stop destinations housing brands that cater to consumer’s every single need. According to India’ Brand Equity Foundation, India’s retail market is expected to increase by 60 percent to reach $US 1.1 trillion by 2020. In an age when everything is just a click away, retailers are constantly striving to enhance their visitors’ shopping experience. Competition in the retail space makes the need for innovation a must. Technologies like digital signages, interactive signage, wayfinding, LED displays and augmented reality are being looked at as powerful tools to increase footfall and create a ‘WOW’ experience for customers.

A digital display is a dynamic communication medium that captivates the audience and conveys information in a visually appealing manner. The use of different content formats like videos and animation make digital signage far more engaging than a static poster. A study by Arbitron research says that 1/5 of customers who saw digital signage ended up making an unplanned purchase. With customized digital signage software, a retailer can remotely control and push content to his entire signage network on a real–time basis with just one click.  

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