EUROPE NEWS

UK: AD expenditure hits £21.4BN in 2016

UK – Ad spend in the UK grew 3.7% in 2016 to reach £21.4bn, according to the Advertising Association/Warc Expenditure Report.

This was the seventh consecutive year of market growth with digital formats fairing the best. Internet ad spend was up 13.4% to £10.3bn – mobile accounted for 99% of the growth. Mobile spend reached £3.9bn, with 86% of the current value of the mobile advertising market generated in just the past five years.

Digital accounted for 38% of the £1.1bn out of home advertising market in 2016, double the share digital recorded in 2012, while revenues from online ads were up for national newsbrands (+4.9% to £230m) for the fifth year running.

TV adspend, boosted by 12.6% growth in video-on-demand revenue, recorded a new high of £5.3bn in 2016, with TV’s share of overall spend holding steady at 25% over the past decade.

FEPE Stockholm Congress: Full Speaker programme released next week

This year’s Congress, in Stockholm from June 7 (pre-Congress) to 9 will build on the four pillars outlined by President Matthew Dearden at last year’s Congress in Barcelona.

Carat global president William Swayne will deliver the Keynote Address at this year’s FEPE International Congress.

Key Congress Themes will be:

1. Making the case for OOH in a digital world;

2. Taking the digital revolution out of home;

3. How can OOH reclaim our creative crown;

4. Making OOH easier to plan, buy and deliver.

Other speakers already announced are:

OAAA CEO Nancy Fletcher and Lamar CEO Sean Reilly

Noomi Mehta, CEO of Selvel One, India

Emeka Okeke, CEO of Dentsu-owned Media Fuse, Nigeria

Alexander Epin CEO of TMG in Russia

Christian Schmalzl, Co-CEO of Stroer in Germany

The full speaker programme will be released next week.

For the first time FEPE International is holding a special networking event for exhibitors and Sponsors at its annual Congress. This will be held from 3.00-5pm on June 7th (preceding the opening reception) in the Congress hotel Exhibition Area.

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

Delegate booking form is available on the FEPE Homepage

UK: Ross Burling joins ABSEN Europe in business development role

Absen Europe has appointed Ross Burling to the newly created role of business development manager – UK, Ireland and Nordics.

Burling will focus on the out of home, retail, sports and rental markets, working hand-in-glove with Absen’s UK team who provide technical, project management and pre-sales knowledge and support for customers in the UK. Burling brings 35 years of sales experience to the role, with 18 of those dedicated directly to building solid, ongoing relationships within the LED marketplace.

Able to put his name to some of the most iconic LED screen projects of the last two decades, Ross brings in-depth market and commercial product knowledge to the Absen role, combined with ‘a desire to win’.

USA: Top US Brands, Advertisers Are Also Top OOH Spenders

Top US Brands, Advertisers Are Also Top OOH Spenders

Some of the largest public and privately held companies in the United States are top overall advertisers, and many are top spenders in OOH.

According to the 2016 MegaBrands report by OAAA released last week, based on data from Kantar Media, 37 of the top 100 overall advertisers appear in the list of top 100 OOH advertisers, and 25 of the top 100 OOH advertiser parent companies are in the Fortune 100.

“Major brands across the county, and throughout the world, have for decades recognized the power of the OOH medium,” said Steve Nicklin, OAAA’s vice president of marketing. “And today, we’re seeing more companies, both old and new, join the ranks of OOH as it continues to grow and become a core media buy.”

USA: Lamar Advertising and Recycle Across America Create ‘Live Stream’ Billboard

Lamar Advertising Company and nonprofit organization Recycle Across America (RAA) are once again joining forces to promote proper recycling. Last year, Lamar and RAA made history with the first-ever celebrity PSA campaign live-streamed to digital billboards for Earth Week.

This week, on the heels of that anniversary, Lamar is donating the use of hundreds of digital billboards across the country, which will display a celebrity PSA campaign live-streamed from a photo shoot in Providence on April 26th.

Australia: Jameson promotes its Irish Whiskey through out-of-home art on buildings

Posterscope and Apparition Media have created three murals to promote Jameson Irish Whiskey and its long-standing and recognisable bottle. Plastered over eight locations throughout Sydney, Melbourne and Brisbane, the murals say “Our family motto means without fear. Welcome to the family.”

Valeria Catterini, senior brand manager at Jameson Irish Whiskey, said in a statement: “The hand-painted billboards are disruptive and add an element of intrigue for passers-by during the painting process. Working with Apparition and the very talented artists allows us to behave differently in this traditional media channel and bring to life the Jameson ‘Sine Metu’ campaign in a new and exciting way.”

Australia: Adshel creates new Partnerships team to spearhead growing client requirements

Adshel creates new Partnerships team to spearhead growing client requirements and appoints Melanie Lindquist to Head of Partnerships role.

Adshel today announced the creation of a Partnerships team to create deeper ‘partner’ engagement and help bridge the gap between media, creative and client. This team is to be headed by Melanie Lindquist in the newly created Head of Partnerships role. Melanie’s extensive experience in strategy, integration and campaign development will bring critical understanding of client needs and key marketing challenges.

Reporting to Adshel’s Head of Marketing, Charlotte Valente, Melanie commenced on 24th April. The Partnerships team will be able to add significant value to clients and their agency partners as the category or vertical experts, bringing together research and insights, ideation and strategy to effectively align the role of Adshel in the broader marketing landscape.

Australia: APN Outdoor's Transit Factor driving momentum in Outdoor

In an industry first, leading Outdoor operator APN Outdoor have joined forces with renowned research companies The Lab and Neuro-Insight to discover the formula behind the power of movement – to be known as the Transit Factor.

The study paired ethnography, observing real people in their real world, with neuroscience, studying the brain’s reaction to stimulus, to compare and identify the key differences between static and moving advertising.

Following on from APN Outdoor’s previous groundbreaking studies, such as #myrealworld in 2015 and Media Attention in 2016, this study promotes the case for Outdoor to be the centrepiece of more media campaigns, in particular the power of movement achieved with Transit.

Australia: FPA launches campaign to highlight benefits of financial advice

The Financial Planning Association of Australia (FPA) has launched a new national advertising campaign designed to promote the benefits of financial advice by a CERTIFIED FINANCIAL PLANNER® (CFP) professional.

Running from 24 April until June, the 2017 campaign aims to dispel the myth that financial planning is just for the wealthy, by demonstrating the ways in which a CFP® professional can improve the lives of everyday Australians. The campaign will show how a CFP® professional can help people achieve key financial and lifestyle goals, such as planning for their children’s future, paying off their home, travelling the world and starting their dream business.

Dante De Gori CFP®, FPA CEO, said: “As with previous years, the campaign will continue to inform consumers about the international recognition of the CFP® designation, as well as the high education, professional and ethical standards that the mark represents. The difference this year, is that the campaign will focus on how this translates into tangible outcomes.”

South Africa: JCDecaux South Africa, Vodacom, MEC Global to revive Ponte City building

JCDecaux South Africa collaborates with Vodacom and MEC Global to re-ignite Ponte City, Johannesburg most iconic skyscraper

JCDecaux, together with Vodacom, an African mobile communication company and MEC Global, the fifth largest media agency network in the world, announced today, 24 April 2017, that they had joined forces to revitalise the iconic Ponte City building. Ponte City is the tallest and most iconic skyscraper to grace the Johannesburg City skyline and is fabric to all imagery that showcases Jo’burg to the world.

The massive outdoor advertising structure, 15m high and 132m long, is supported on the Ponte City roof and proudly affords Vodacom ownership of the city skyline with an almost 360-degree view from many kilometres away. Vodacom’s face is visible both day and night, enabled by approximately 7000m of LED lights mounted on the front of the structure.

Kenya: Politicians to Be Surcharged If Outdoor Advert Payments Not Met

The Nairobi County Government says politicians will be surcharged directly if outdoor advertising companies default on payments for their adverts.

Sub-county Administration Chief Officer John Ntoiti told Capital FM News that aspirants putting up unapproved banners and campaign posters in unauthorized places will also be arrested and charged. He urged billboard owners to ensure their records are clean as the county will directly surcharge clients for arrears.

"If the owner of the billboard has not made his record straight, then we shall bill the aspirants directly," he warned.

India: Arnab Goswami's Republic TV appoints Laqshya Media Group as exclusive OOH AOR partner

Laqshya Media Group has announced its exclusive partnership with Arnab Goswami’s Republic today as its OOH Agency on Record (AOR). With this announcement, the media group will handle the nationwide outdoor media mandate for Goswami’s media venture, Republic for leveraging out of home assets for a period of three years starting April 2017.

Scheduled to go on air in the next couple of weeks, Republic is a global, independent news channel. Aligning with the objective of the channel, Laqshya media group has conceptualised the campaign using its bouquet of tools, providing touch point centric and hyper localised planning to arrive at a right planning mix.

India: Kinetic WW India's 'Aureus' and 'Aviator' plan to revolutionise OOH media in India

Aureus is a unique OOH planning software with end to end solution right from brief to estimate; while Aviator is a sepcialised division designed for planning and buying of airport media

Kinetic WW India, which aims to contextually connect and activate audiences on the move; launches an OOH planning tool – Aureus and a specialised airport division - Aviator. Aureus is a unique Out-of-home planning software with end – to – end solution right from brief to estimate; while Aviator is a sepcialised division designed for planning and buying of Airport media.

China: Fans of China's Teen Stars Are Crowdsourcing Big Ad Buys To Prove Their Devotion

When Chinese boy band singer Karry Wang turned 17 a few months ago, fans congratulated him by buying ads. Lots of ads.

They booked time on 11 giant screens in Times Square in New York. In China, they put his face on a helicopter and on a light rail train. They bought outdoor ads in Paris, Seoul, Beijing, Taipei and Reykjavik. Altogether, fans probably spent over $15 million on Wang, the lead singer in Chinese boy band TFBoys, said Ruey Ku, a Publicis Media exec in Shanghai. And that was not an isolated case.

Pakistan: Karachi's billboard advertisement industry collapses after SC ruling

Wowed by the fast-growing business of billboards in the city, in 2016, Muhammad Aslam sold his apartment, invested in a panaflex printer and opened a shop on loan in Liaquatabad.

Five months later, the Supreme Court’s (SC) blanket ban on all outdoor advertisements on public property and private advertisements encroaching on public property in the metropolis bankrupted Aslam. He died of a heart attack in August.

Indonesia: Sticar Partners with Marvons to Develop Outdoor Media

Outdoor media startup Sticar has partnered with Marvons Media Utama to expand its outdoor media advertising business.

Both have signed a memorandum of understanding for cooperation in Jakarta. Sticar and Marvons agreed to combine their respective advantages. Sticar has been providing technology-based car advertising services and partnering with thousands of drivers. Marvons is an outdoor advertising player with more than 40 years of experience in the advertising industry in Indonesia.

"Sticar and Marvons have their respective advantages. This advantage is what will make this collaboration into the advertising industry, especially on outdoor media, "said CEO of Sticar Rio Darmawan

FEPE OOH News 27th April 2017