FEPE OOH News 28th September 2017

FEPE OOH News 28th September 2017



UK: PSI forges strategic partnership with ForwardKeys to power media planning system

PSI, Posterscope’s international division, has signed a multi-year strategic partnership to power its media planning system with ForwardKeys’ unique and unrivalled travel data.

ForwardKeys draws data from all major global air reservation systems and selected airlines and tour operators to analyse more than 17m booking transactions daily. This information is enhanced with further independent data sets plus data science to paint a picture of who is travelling where and when, and to predict future travel patterns.

When overlaid with PSI’s unique Outdoor Consumer Survey insight, plus location heat-mapping across 48 of the most prominent global cities, PSI is able to advise partners on the best solutions to target business and leisure audiences as they fly between, and spend time in, the world’s busiest urban centres.

James McEwan, Deputy Managing Director at PSI, said: “We are very excited to be joining forces with ForwardKeys, a company that shares our cultural values and our passion for understanding global travel trends. Access to this real-time, actionable and future-facing information will enable us to advance our strategic planning capabilities and further increase the effectiveness of client campaigns.”

Olivier Jager, CEO, ForwardKeys, added: “We are delighted to be collaborating with PSI. As the world’s largest international OOH specialist, PSI’s use of ForwardKeys’ insight within its sophisticated location-marketing planning provides strong endorsement of the quality of ForwardKeys’ data.”

France: JCDecaux has won 21 advertising street furniture contracts in France since January 2017

JCDecaux S.A. has announced that it has won, following competitive tenders, 21 advertising street furniture contracts in France since January 2017: nine in the Ile-de-France region (five new contracts and four renewals or extensions) and twelve in French regions (eight new contracts and four renewals or extensions).

The contracts cover the installation, marketing, upkeep and maintenance of 2,677 advertising street furniture units (bus shelters, city information panels, 12m² Senior panels, columns, totems and 2m² digital displays) and 1,077 non-advertising street furniture units. The local authorities that have placed their trust in JCDecaux's expertise are:

In the Ile-de-France region: Beynes, Gif-sur-Yvette, La Garenne-Colombes (lots 1 and 2), Le Bourget, Le Mesnil-le-Roi, Neauphle-le-Château, Rambouillet and Villebon-sur-Yvette; In French regions: Berck-sur-Mer, Calais, Coudekerque-Branche, Fréjus, Le Pradet, Lens (lots 1 and 2), M2A (Mulhouse Alsace Agglomération), Nantes Métropole (lots 1 and 2), Saint-Orens-de-Gameville and Villenave d'Ornon.

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UK: American Airlines campaign first to geofence a moving object

American Airlines has teamed up with MediaCom to utilise geofencing technology on a moving object for the first time.

The airline wanted the campaign to drive awareness of its product and network offering from London. Working with taxi-advertising specialists Ubiquitous, classic black taxis around the capital will be ‘wrapped’ in the airlines branding. Location tech platform Mobsta will then use the latest technology to serve mobile ads to consumers phones.

The aim is to present consumers with highly-targeted digital ads from the ‘wrapped’ taxis as they pass them by on the street. The campaign is due to run until the end of November and offers an innovative mix of GPS, wi-fi and outdoor advertising. MediaCom has purchased advertising space around London, including OOH advertising on digital office panels.

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Northern Ireland: Clear Channel in Northern Ireland digital expansion

Clear Channel Northern Ireland have retained the Translink contract for bus shelters across Northern Ireland 70 Adshel Live HD digital screens will be installed in the city centre, on main arterial routes and in high footfall locations

Digital screens are being built in partnership with Amscreen

Powered by Play IQ- Intelligent scheduling & content management

Following a competitive tendering process, Clear Channel Northern Ireland have retained the Translink contract for the management of the bus shelter estate in Northern Ireland. This will see Clear Channel maintain and sell advertising across the estate of 1400 bus shelters in Northern Ireland.

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Portugal: MOP elected Best Out of Home Company at 15th Media & Advertising Awards

MOP was elected for the second consecutive year Best Out of Home Company in the 15th edition of Media and Advertising awards from Meios&Publicidade.

Vasco Perestrelo, MOP's CEO, commented: "This award is a good incentive to continue innovating! In 2017 and 2018 we intend to make strong investments in Lisbon, Porto and in the rest of the country that will further enhance and increase OOH's market value so we hope we'll keep this vote of confidence next year!"

MOP was nominated for this category alongside JC Decaux, Cemusa and DreamMedia.

UK: We've Made a Conscious Decision to Build Our Own Supply-Side Tech: Q&A with Cadi Jones, Clear Channel

The out-of-home industry in the UK is an equally exciting and complex space; and that’s even before the onset of programmatic, which has changed the landscape beyond recognition. But what does ‘programmatic’ actually mean for the OOH industry and does the same blanket term apply as it does across the rest of the digital industry? ExchangeWire speaks with Cadi Jones, commercial innovation director, Clear Channel International, about why the company is embracing programmatic technology and why the fears that it is building a walled garden are unfounded.

ExchangeWire: How is programmatic intended to help the OOH industry?

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Ireland: Kinetic Uses JCDecaux’s New Digipole to Promote OOH

Kinetic, the OOH agency has embarked on a two-week campaign to highlight and demonstrate the dynamic capabilities of Digital OOH by using JC Decaux’s new Digipole in Ballsbridge. Other brands to have used it include the Irish Daily Mail. The Digipole format from JCDecaux delivers exceptional stand-out with a screen size of 8.4 square metres.

The roadside screen carries 6 x ten-second static digital slots per minute per side and delivers excellent visibility in all conditions, day and night.

Simon Durham, CEO, Kinetic Ireland, said: “The launch of the Digipole; Ireland’s first large format, roadside digital screen is another step forward for the Out of Home industry. At Kinetic, we’re committed to pioneering new ways to make OOH interactive and amplifiable. Using the dynamic capabilities of Digital OOH allows us to tap into consumer mindsets at multiple times throughout the day and target accordingly. Feedback from clients and agencies has been hugely positive.”

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USA: OOH Buyers and Sellers Outline Vision for the Future

A new industry task force held its inaugural meeting last week as both buyers and sellers met to discuss meaningful ways to improve the overall OOH business.

The new-standing committee is a cooperative venture between OAAA and 4A’s, the trade group representing advertising agencies. The purpose of the task force is to identify opportunities for improving overall transactions and to develop stronger best practices for conducting business within the OOH media community.

The committee is co-chaired by Jean-Luc Decaux, CO-CEO for JCDecaux NA and who also serves as OAAA Marketing Chair. He shares leadership responsibilities with Dave Koppelman, General Manager for MacDonald Media and who serves as chair of the 4A’s OOH Media Committee.

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USA: Driving Out of Home Advertising in the Age of Autonomous Vehicles

By Andy Sriubas, CCO OUTFRONT

When Exxon says they are “Energy Futurists”, or a railroad company classifies its industry as “transportation logistics”, they are acknowledging something which, only years ago, would have been uncomfortable to do. These companies now appreciate that they are in rapidly evolving worlds and that the risk equations have changed – because of advancing technology, social habits, global markets, dynamic cost curves and nimble competition.

They must find new growth areas and adopt cultures of constant change. Admitting this may be scary at first, but embracing it is powerful. To simply supply box cars to customers who want to move goods around the country would be short-sighted. To stick only to traditional oil drilling and gas stations would be considered myopic today given modern shale extraction techniques, vast natural gas supplies, electric cars, sustainability and concern for the planet. Entire industries are changing to keep up.

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USA: Tech Talk: OOH and Smart Cities

This month’s question is: What are some of the most exciting opportunities ahead as the OOH industry converges with smart cities over the next several years?

Kevin Bartanian, EVP of Sales & Business Development, StandardVision

Smart city applications are designed to manage urban flows and allow for the city to interact with its citizens in real-time ultimately improving its livability. As more cities embrace the evolution of intelligent interconnectivity, tapping into OOH’s footprint becomes integral to the initiative. Smart cities enable OOH to provide timely geo-specific safety information and services such as high-speed Wi-Fi access, information panels, and other must-have amenities to city visitors and residents. What I’m most excited about is the intelligent connectivity combined with human behavior that will provide powerful data, enabling our advertisers to anticipate needs and deliver personal experiences to our audience.

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Australia: oOh!media names Tony Faure as its new chair

Outdoor advertising company oOh!media has named board member Tony Faure as its new chairman to replace the outgoing Michael Anderson.

The company also appointed former Procter and Gamble executive Joanne Crewes to the board as an additional independent director, as part of its growth strategy.

Mr Faure had drawn on his success in leading high-growth media and technology businesses and had supported the business in development and the roll out of its digital data and content strategies, oOh!media said.

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Australia: OMA announces two new Board Directors

The Outdoor Media Association (OMA) has today announced the appointment of two new Board members – Andrew Hines, Chief Operating Officer (COO), APN Outdoor and Kirsty Dollisson, Managing Director, TorchMedia.

Kirsty Dollisson has over 19 years’ experience in the Out of Home (OOH) industry having held various positions including media sales through to media marketing and accountability for some of Australia’s most influential OOH companies. After 11 years at TorchMedia, she now holds the position of Managing Director. Dollisson was elected to the Board by OMA members at the May Annual General Meeting.

“I’m honoured to have the opportunity to serve on the OMA Board. It will be very rewarding to give back to the industry I’m so passionate about. I hope that my varied OOH experience and desire to represent the smaller OOH players will be of benefit to the broader industry,” said Dollisson.

Andrew Hines brings a wealth of experience to the Board, with over 24 years’ experience in the OOH industry. He began his career in 1993 at Cody Outdoor, before moving to APN Outdoor in 2002 as chief financial officer and in 2004 was promoted to COO. Hines replaces departing CEO of APN Outdoor Richard Herring, on both the OMA and MOVE Boards.

“I am pleased to be making a contribution to the industry association and working with my peers to continue to grow the sector, ensuring OOH remains at the forefront of innovation and a relevant media channel in an increasingly competitive landscape,” said Hines.

Charmaine Moldrich, CEO, OMA, welcomed the inclusion Dollisson and Hines saying, “At a time when our media channel is transforming and growing, it is important for the OMA to champion the industry, and we do this through the strong counsel of our Board members. Andrew’s and Kirsty’s experience and enthusiasm for the industry will help the OMA to continue to drive the industry forward.”

The OMA Board of Directors now includes:

• Mike Tyquin, CEO, Adshel

• Andrew Hines, COO, APN Outdoor

• Brad Bishopp, CEO, Bishopp Outdoor Advertising

• Chris Tyquin, Joint Managing Director, goa

• Steve O’Connor, CEO, JCDecaux (Chairman).

• Brendon Cook, CEO, oOh!media

• Barclay Nettlefold, CEO, QMS Media

• Kirsty Dollisson, Managing Director, TorchMedia


South Africa: Primedia Outdoor grows food gardens for KZN and Gauteng communities

In recognition of Arbour Month, Primedia Outdoor extends its long-term food garden partnership with NGO Food & Trees for Africa. In joined forces, the aim of this initiative is to grow and maintain food gardens across the country which serve as a true source of nutritious food to support the school feeding schemes.

As part of Primedia Outdoor’s investment in education, their main intention is to support learning through nourishment of the body and the mind, to make a real difference in learners’ day to day lives. Offering learners nourishing food throughout the day, ensures that the general well-being and academic performance of learners are enhanced.

Since 2011, Primedia Outdoor has actively been involved in establishing vegetable gardens at schools and has already invested in six vegetable gardens at schools and youth centres in various parts of South Africa. Together with Food & Trees for Africa, further investment has been made in two more gardens for the Siyamnaka Youth Centre in Pinetown, KwaZulu Natal and Balebogeng Primary School in Mamelodi, Gauteng.

The Siyamnaka Youth Centre garden started in March, is flourishing under the committed care of the community. The garden is on its way to becoming a continuous source of nutritious vegetables for the community with its first harvest planned for November this year. Started in June this year, the garden at Balebogeng’s Primary School has already produced a winter crop for harvesting.

During the first week of September, in continuation of nurturing the garden, Primedia Outdoor staff and the garden’s guardians ? Grade 7 learners, educators and groundsman ? transplanted fresh spinach, beetroot, tomato and various herbs for the summer crop, adding to the healthy harvest already in use for the school’s feeding scheme.

“Education continues to be a key driver of our CSI projects,” said Peter Lindstrom Sales and Marketing Executive at Primedia Outdoor. “We have realised that in order for children to concentrate fully on schoolwork, nutrition is key. Our core focus is on empowering the school’s feeding scheme through food gardens to ensure the optimal physical and mental functioning of learners. Often, the food learners receive during school breaks serve as the only nutritious meal they have for that day, making this initiative ever more important in promoting the long-term well-being and learning potential of these children.”


Bahrain: JCDecaux enters Bahrain with an exclusive 10-year advertising contract for the New Bahrain International Airport

JCDecaux SA announced today that it has entered the Bahrain market (population: 1.4 million) with the advertising contract for the Bahrain International Airport, awarded by Bahrain Airport Company (BAC). Operations at the new Airport are planned to commence July 2019.

The exclusive 10-year contract will bring JCDecaux's advertising expertise to a state of the art airport that will transform the passenger experience. JCDecaux will provide and operate over 200 advertising formats in the new international airport, which expects between nine and ten million passengers at the opening, with the new terminal having a capacity of 14 million passengers.

Along with offering excellent visibility for advertisers, the partnership will propose experiential and sponsored services to passengers, such as smart stations and digital iVision screens. Furthermore, JCDecaux will install iconic structures at the new airport access points, to create one of the most high-quality advertising networks in the Kingdom and in the region.

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Philippines: Edsa traffic spells profit for billboards, digital marketing

The travails of Metro Manila motorists, who endure horrendous Edsa traffic every day, translate to profits for one sector: The out-of-home (OOH) advertising industry.

“Without traffic, our value goes down,” Alex Montanez, president of the Outdoor Advertising Association of the Philippines (OAAP), said during the recent media congress organized by the Media Specialists Association of the Philippines at Camp John Hay here.

The OOH industry makes a living from billboards lining the 28-kilometer Edsa, Montanez said, adding that looking at advertisements help make the hours spent in traffic more bearable. According to him, OOH did not die with the advent of the digital age. In fact, digital marketing works well with billboard campaigns.

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