FEPE OOH News 27th September 2018

FEPE OOH News 27th September 2018



UK: Global buys Primesight and Outdoor Plus as it muscles in on OOH space

Radio firm Global has acquired both Primesight and Outdoor Plus in a double deal as it looks to become a major player in the out-of-home (OOH) space.

The Capital and LBC owner will bring its two new buys together under one roof to form a new division called Global Outdoor.

Global said that the freshly-created OOH unit will "live alongside" its radio business, but the pair will be run separately. It did suggest, though, that it will leverage Global’s "centrally-run structure" to enable "smart opportunities" for brands in the future.

Recently, Global has been doubling down on programmatic audio with its DAX platform. It's now looking like digital OOH will be also become a big focus for the business, with plans afoot to "heavily invest"across Primesight and Outdoor Plus estates to significantly up the number of digital sites.

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FEPE: Bob Wootton to step down as FEPE Executive Director

Bob Wootton is to step down from the role of Executive Director of FEPE, the global body for the out of home industry, at the end of this month (September 2018).  He has had ties with the organisation for several years, joined as Executive Director Designate in November 2016 and took the reins in June 2017.

General Secretary Mark Flys and previous Executive Director John Ellery, who remains involved, will continue handling all FEPE business in the interim under current President Tom Goddard.

Bob Wootton said:  “This is a function of success.  I’m proud of the achievements of the team which I have led for the past couple of years, not least its most successful Annual Congress in recent times (Sorrento in June 2018).

“But I came to realise that, as FEPE continues to grow and scale, it would demand more from me than my various other commitments would allow me to deliver.  I therefore tendered, and the Board accepted, my resignation so that FEPE can replace me with someone better able to dedicate a greater proportion of their time to the role.

“I will of course be available to the team as necessary during the transition and wish the organisation every continued success as it further builds its position as the global body for the out of home industry”.

Tom Goddard, Chairman of Ocean Outdoor and President of FEPE, said: "Bob has made a valued and lasting contribution to FEPE and we thank him sincerely for that. FEPE is now a much larger organisation and undertaking than it was even two years ago and it will be the job of our next Executive Director to prepare us for the opportunities and challenges our exciting future will bring." 

UK: Inside Global's big bet on outdoor: the money, the strategy, the digital opportunity

Global's double acquisition of Primeight and Outdoor Plus has caused genuine surprise.

Other media companies have been looking beyond advertising to grow their revenues, due to Google and Facebook sucking up virtually all growth in the sector. 

But Stephen Miron and Ashley Tabor, Global's chief executive and executive president respectively, are increasing their business' dependence on advertising with their bet on out-of-home media.

Everyone who believes in the power of paid media, especially mass simultaneous reach, to build brands should welcome this exciting deal.

Appropriately, given Global’s links to the music business, Outdoor Plus even boasted a celebrity rock-star investor, Nick Mason of Pink Floyd, who held a minority stake.

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UK: Talon Outdoor: the revolutionary new role for automation in out of home media planning

The ‘Smarter as Standard’ 3-part video series focuses on the launch of Talon’s ‘Smarter as Standard’ manifesto, the role of automation in smarter planning in OOH, and the use of data in smarter planning in OOH.

Back in March we launched our manifesto outlining our point-of-view on the future of OOH – road mapping how we were going to integrate technology-led change across the business. We called this our ‘Smarter as Standard’ manifesto – a philosophy to embrace tech and shift toward more data-driven campaign planning, automation and outcome-based measurement.

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UK: Global's move into out-of-home makes sense, just look at Germany's Stroer

Last week, radio firm Global acquired both Primesight and Outdoor Plus as it looks to become a major player in the out-of-home space. Media veteran Charlie Makin explains why the landmark deal was a no-brainer.

Ströer are Germany’s third biggest domestic media owner. Historically, it used to be a poster company, but in the last few years, it’s made nearly a hundred acquisitions of other media owners, mainly buying digital assets. It also resells the digital inventory of magazine brands (magazines being a massive medium in Germany,) so advertisers can connect with consumers in specific locations, like a major railway station, using a variety of touchpoints.

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UK: Former CEO of WPP Kinetic David Payne moves to Mediakeys

Former CEO of WPP’s Kinetic, David Payne has been appointed as global head of strategy and operations at an independent international out-of-home media company, Mediakeys. Payne will report directly to Paul Cahierre (pictured left), director and founder of Mediakeys.

Bringing with him over 20 years of out-of-home media expertise, Payne will be based in London and will be overseeing Mediakeys’ international expansion. This comes after the opening of three new offices namely Kuala Lumpur, Bangkok and Cologne in the past few months. 

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UK: Outdoor advertising braced for its programmatic moment

Outdoor ads are tipped to be the next medium brands buy in real time as more billboards go digital. But the promise of programmatic remains a work in progress for the sector, despite taking on more of the characteristics inherent in digital advertising.

The growing digitization of billboards and the subsequent shift in how ads are targeted to them has left the gap between an outdoor campaign and an online one smaller than ever. As that gap has shortened, ad buyers are starting to see outdoor media as just another screen they can buy, while media owners look to programmatic as a way to recoup the costs of owning pricey digital screens. Combined with Google’s reported test of ad tech for billboards in Europe, there’s a sense among industry observers that the possibility of trading outdoor ads in the same automated way as online ads is close after several false starts — ad tech firm Vistar launched what it claimed was the first ad exchange for outdoor in 2012.

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Ireland: Aer Lingus Takes off with Dynamic Seat Sale Campaign

As part of its September sale, Aer Lingus has embarked on a major OOH advertising campaign using multiple data triggers incorporating 48 Sheets alongside dynamic digital screens.

The campaign, which was managed by Carat, KK Outlet and PML fused with the OOH agency’s Pinpoint mapping data to deliver a strategic and targeted approach to its planning with the classic 48 Sheet format delivering increased coverage and heightened awareness in prime locations.

For the Digital OOH aspect of the campaign multiple data triggers were incorporated using PML Group’s Dynamic platform to deliver tailored content and deepen the relevance of the messaging to the audience.  The Dynamic platform enables digital campaigns to run seamlessly across multiple networks and media owners at scale.

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USA: OAAA Taps Industry Icons, Young Guns To Support OOH

The Outdoor Advertising Association of America (OAAA) is using the voices of ad industry icons to tout out-of-home media's advantages in the digital world.

The "Get Out Of Home" creative, developed with Publicis NY, shows quotes alongside their images, such as Barton F. Graf’s Gerry Graf stating "OOH is all media." Other featured in the campaign include Publicis New York’s Andy Bird and Stan Richards of The Richards Group.

Younger creatives with strong social media followings, such as Anomaly's Jezz Chung and Facebook's Marta Llop, are also in the campaign to illustrate how digital media can help transform how the ad industry understands OOH.

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USA: Jeremy Male: We have this amazing opportunity

Outfront CEO Jeremy Male was upbeat in remarks at last week’s Goldman Sachs Communicopia Conference.   You can access his recording at the Outfront Website.  Here are the highlights:

On the need to improve the out of home buying process

At the moment if you want to buy a billboard from us it’s pretty hard work…It’s probably going to involve a fax at some stage…Out of home in the future will be fueled by the same data and insights as other media and will be bought in much the same way that  you buy an air ticket with the same algorithms that maximize yield.

On market conditions

When you look at the macro trends for out of home, they remain as strong as they ever were.  We’re still a medium which is gaining eyeballs.  Whether its urbanization or other tends such as  eating out, the connected computer, the way that mobile devices interact with our locations..

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USA: How the New Era of Marketing Is Shepherded In as Digital and OOH Collide

If you’ve read Stephen Hawking’s A Brief History of Time, the “singularity” describes a theoretical moment in the collapse of a giant star, somewhere between the event horizon and spaghettification where matter becomes infinitely dense. According to futurists like Ray Kurzweil, the technological singularity will be realized the moment artificial intelligence evolves so quickly and so massively that the world will begin to evade human understanding. But for our purposes, the singularity could be a moment where two phenomena collide in such a way as to create a new category with infinite possibilities. The impending moment when out of home media merges with the online world will signify an “out of home singularity,” and a new category of the internet may be born.

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USA: Huge retail and hotel project moves forward in Times Square

What may be the next phase in the unending reinvention of Times Square is moving forward. After a long gestation period, L&L Holding Co. is showing off details of its project to replace the Doubletree Hotel at 1568 Broadway and move the Palace Theatre on which it sits to create a massive new "experiential retail" location.

The nearly 600-foot-tall structure will include a 75,000-square-foot retail space at its base, an 18,000-square-foot wraparound sign and an LED system across the entire 46-story facade. It also would have the only permanent outdoor stage in Times Square.

Named TSX Broadway for its intersection with Times Square, the $2.5 billion project is being positioned as a retail play that could bring the giants of the new digital economy to the crossroads of the world. Amazon, Facebook, YouTube, Samsung, Chinese e-commerce titan Alibaba, Disney and even Walmart have expressed interest in the site, according to a person familiar with the discussions.

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Australia: oOh! Taps Virgin Mobile CEO As Chief Customer Officer

oOh!Media has appointed former Virgin Mobile chief executive officer David Scribner as its chief customer officer, a new role to support the company’s strategy to deliver on its vision of being a new out of home media company.

Scribner, one of the few former chief marketing officers who was elevated to CEO, brings proven experience in developing and leading customer-centric organisations in B2B and B2C environments, which beyond Virgin Mobile also included Optus, Nestle and most recently True Local.

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South Africa: "Continuous innovation a must for relevancy of common currency"

As Chairman of the Out of Home Measurement Council, South Africa, you have spearheaded a vitally important initiative for the OOH industry. What are the key landmarks that you have surpassed in this journey toward establishing a common OOH currency in South Africa?

With more than 7,500 panels measured, the currency has solidified the professionalism and relevance of the OOH industry in South Africa. Having successfully introduced the currency in 2016, we now have a credible, consistent trading currency for buying and selling of out of home media.

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Singapore: Dentsu Aegis Network Expands Dynamic Digital Out-of-Home Arm Capability in Asia Pacific

Dentsu Aegis Network's Out-of-Home agency, Posterscope, has expanded its dynamic digital content arm, Liveposter, in Asia Pacific.

Liveposter is a web-based platform that helps brands create dynamic content for digital out of home that are increasingly becoming more relevant, engaging and effective. It has been launched in Posterscope's offices in the UK, US and Australia and now from Singapore serving Southeast Asia.

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