EUROPE NEWS

FEPE: FEPE Congress First Timer

Tim Lumb , Insight & Effectiveness Director, Outsmart

As a newbie going to FEPE I didn’t know what to expect. FEPE’s congress was entitled A Time of Revolution. FEPE president Matthew Dearden talked about the ‘right to win’. I was concerned we were gearing up for running battles with the delegates from the EGTA TV and Radio conference that was happening downstairs. Worse, hotel security had confiscated all my flares, spray paints and even my lucky Outsmart revolutionary bandana!

I needn’t have worried. From what I heard and saw, the revolution is one of sensible progression to make it easier to plan and buy OOH. Automation will be part of that, standardisation will be part of that, audience data will be part of that, mobile integration, cross-screen messaging and all the other cool stuff that digital unlocks will be part of that. Calls were made to the industry to speed up the digital transformation, other voices urged media owners to preserve their Classic inventory, highlighting the huge reach and frequency achieved by 48 sheets.

For my part, I attended a FEPE meeting of the Associations and met my international peers for the first time. Speaking on behalf of the UK, I shared our wins and our challenges and listened to Australia, the US, Argentina, Germany, and India share theirs too. There were two main areas of common ground – firstly, seeking greater standardisation in DOOH. We all see this as a real opportunity for the medium. Secondly, unpicking the relationship between government policy, corporate citizenship and the delicate balance of voluntary versus imposed regulation.

UK: BT and Primesight unveil phone box of the future featuring super-fast free Wi-Fi

Some of BT’s payphones in the capital will be replaced with digital street units that will provide Londoners with up to 1Gbps free Wi-Fi, free phones calls and a range of new free digital services. The first of these new units, called InLinks, have appeared on Camden High Street, thanks to a new partnership between BT, Intersection – the company behind LinkNYC, and Primesight.

The service will be start to be rolled out to other high streets in London and major cities throughout the country this year. Each InLink will support hundreds of users and will support mobile device charging, access to maps, directions and local services, and a new BT Phone Book app enabling users to search for businesses by type and name, as well as people by name.

UK: Primesight launches new ad-sales navigation tool Pilot

Primesight, the Out of Home media owner, has announced the launch of its new ad sales navigational tool, PILOT.

PILOT will improve flexibility of access and accountability in reporting for clients and deliver spot by spot playout reporting. This is delivered by connecting to automated marketplaces and allowing campaigns to be planned with real-time availability to best suit audience requirements.

The first of its kind in the DOOH industry, PILOT will give brands the ability to buy any “Share of Time (SOT)” in a guaranteed market and deliver that level of display locked by location and time/day.

It embraces the dynamic advantages of DOOH within a secure campaign delivery. SOT also enables DOOH purchase based on percentage of time exposure which can be varied as necessary, offering brands more flexibility and targeted planning

France: An Out-of-Home Renaissance at Cannes Lions

By Scott Wells, Chief Executive Officer, Clear Channel Outdoor Americas

The walk along the Croisette at Cannes Lions is always a slow one, regardless of how fast your feet move and how many New York elbows you nudge. Delegates are bobbing and weaving and everywhere you look a logo or brand message begs your attention. I became submerged in advertising land upon arrival, but the "amusement park feel" really hit home when I found myself looking up, way up.

Emblazoned in bling with a white ghost at its center, standing a few stories high, was a gigantic Ferris wheel -- planted right in front of the Palais. Snap became the Lions' No. 1 selfie checklist item by delivering an immersive brand experience that everyone was talking about. At Clear Channel we often refer to outdoor advertising as a "can't miss and un-skippable" medium that can uniquely bring a brand to life in the physical world. At this year's Lions, Snap took that notion and put a flag in it.

UK: Programmatic OOH's strength lies in content, canvas and context

For a legacy medium like out-of-home, there are a number of crucial factors to consider when gearing up for an automated future, writes Posterscope's Glen Wilson

Digital out-of-home (DOOH) is increasingly being used in more flexible, dynamic ways and integrating more and more varied data sources, consequently allowing us to display ever more relevant content to audiences.

As a result of these advancements, programmatic OOH capabilities are accelerating at pace now too. You can’t go far without reading or hearing about OOH programmatic at the moment, both in the UK and across the globe.

We have seen announcements recently from a number of media owners launching programmatic capabilities, and I think these developments will only continue to intensify in the coming months.

Germany: Berlin Wants to be the Next European Capital to Ban Sexist Ads

A coalition of three political parties in Berlin have proposed a ban on sexist outdoor advertising on both public and private advertising spaces.

The ban would eliminate advertising that portrays women as beautiful but “weak, hysterical, (and) stupid.” A ban is already in place on city-owned billboards, but the new proposal extends that ban to privately-owned ones as well.

The Free Democrats (FDP) and Angela Merkel’s Christian Democrats (CDU) oppose the ban on the basis of freedom of expression and free market, respectively. But they’re unlikely to get the votes needed to block the ban in Berlin.

USA: The Path to Out-of-Home: A Q & A with Geopath President Kym Frank

Geopath President Kym FrankGeopath, the not-for-profit whose mission is to provide audience location measurement to the out-of-home industry, leverages anonymous aggregated audience location data measurement to help marketers analyze their audience more accurately. Formerly known as the Traffic Audit Bureau (TAB), Geopath’s roots go back to 1933.

However, this not-for-profit organization is building a new platform to go with its new name and image to reposition itself in the evolving Out-of-Home and Digital Out-of-Home market. Digital Signage Connection caught up with Geopath’s President Kym Frank for a Q&A to explore how the new measurement platform works and what it will mean for the industry overall.

Q: Can you tell me more about who your ideal customer/client is?

As a not-for-profit organization, we have a variety of different member types, most of which are out-of-home media owners, agencies and advertisers. When there are different formats measured in a variety of ways, or metrics that are measuring various types of exposure and utilizing different methodologies, it’s a challenge to see how your plan performed against your KPIs. Having an independent, universal playing field industrywide ensures that everyone is measured the same way and makes OOH/DOOH easier to plan, buy and sell.

Brazil: JCDecaux wins the 10 year tender for the Sao Paulo Metro advertising concession

JCDecaux wins the 10 year tender for the Sao Paulo Metro advertising concession

JCDecaux has announced that it has been declared successful bidder following the tender for the exclusive 10 year advertising concession for the three main lines of the Sao Paulo metro.

The blue (line 1), green (line 2) and red (line 3) lines of the Sao Paulo metro, which carries around 4.4 million passengers per day across six lines, cover 52 of the network's 61 stations. After 15 years of working with multiple concession holders, the Sao Paulo metro decided to award the traditional and digital advertising operation to a single provider, which will be responsible for installing, operating, maintaining and managing a media offer that meets the leading international standards in the metro's stations, tunnels and carriages.

USA: Admobilize partners with Smartlink for OOH vehicle analytics

Admobilize has partnered with Smarlink to provide vehicle analytics solutions for the OOH industry. The companies plan to launch a plug-and-play unit to offer vehicle count and speed data for customers, according to a press release.

The unit is designed to work with digital signage or a static billboard. It will use Smartlink's remote monitoring and management system and Admobilize's vehicle analytics tools. Admobilize's tools are designed to detect travel direction, average speed, count, detection zones and more. It then sends the data to a cloud-based dashboard or API to allow users to analyze the results.

Mexico: JCDecaux and América Móvil to create a Joint Venture by merging their OOH businesses in Mexico

JCDecaux and América Móvil, the leading wireless provider in Latin America and the third largest in the world in terms of equity subscribers, have announced today the entering into a joint venture for the out-of-home advertising businesses in Mexico by merging each of Corporación de Medios Integrales, S.A. de C.V., a wholly-owned subsidiary of AMX (“CMI”) and Eumex, S.A. de C.V., a controlled entity of JCDecaux SA (“Eumex”) into JCD Out Of Home Mexico, S.A. de C.V. (“JCDecaux MX”), a recently-formed entity controlled by JCDecaux SA which holds 100% shares of Fusionante Vendor, S. de R.L. de C.V. (“Vendor”), among other companies.

Entities controlled by JCDecaux will ultimately own 60% shares of JCDecaux MX and the remaining 40% shares of such company will be owned by a wholly-owned subsidiary of AMX.

The closing of the transaction is subject to the satisfaction of certain conditions, including the approval of the Mexican Federal Competition Commission and is expected to close within 2017.

Australia: oOh! adopts VR tool for outdoor

oOh!Media is the first outdoor company in Australia to adopt a virtual reality (VR) media planning tool that claims to "reshape the way media is bought and sold".

The tool, Situ, has been developed by Publicis and VR agency FGMNT, and was launched at Cannes Lions last week as part of the Lions Innovation program.

oOh! CEO Brendon Cook says it will “help us to ensure we develop great creative that will drive greater results for advertisers” adding oOh! will reveal its plans for Situ in the coming months.

Last month, when the proposed merger between oOh! Media and APN Outdoor collapsed, Cook committed to a pipeline of innovation to drive future growth of Ooh! Media

Australia: QMS NZ harnesses the power of mobile data to launch Datalab 2.0

QMS NZ announces the continuation of its dedicated long-term investment in outdoor advertising measurement with a significant update to its award winning Datalab suite of products. Datalab now includes mobile data and delivers smarter audience centric insights and multiformat planning capability for advertisers.

From planning, data and visualisation, the QMS Datalab was designed to ensure that all client campaigns are responded to with an insight driven, persuasive and strategic approach. Datalab 2.0 enables media agencies to plan multiformat campaigns with a total audience campaign view across QMS’ extensive outdoor product base that encompasses digital roadside, billboards, bus and commuter media assets.

Russia: International OOH Congress 3-6 October, Tunisia

The 9th International OOH Congress (http://oohcongress.ru/en/) will take place in Tunisia, Movenpick 5* between 3-6 October 2017.

FEPE delegates are invited to join the event at the special rate with 15% FEPE discount.

4-days Congress agenda includes two days of plenary session covering all segments of Out-of-home: classic, DOOH, indoor and transit. Two thematic panels "DOOH+indoor" and "Transit media" will follow the main part. Exhibition of OOH novelties will be held during the Congress days.

Organized by TMG (Russian largest transit media operator) the Congress attracts 250+ delegates from all part of Russia and international (decision makers representing media owners, agencies, suppliers, clients).

Traditionally the event delivers world-recognized headliners and top Russian speakers (throughout the years the key-note speakers were Tom Goddard, Barry Sayer, Tony Jarvis, David Pane etc.).

Congress languages: Russian and English

Special entertaining program includes Gala Night (OOH on Air Show) and White Party hosted by famous Russian actor Maxim Bryzgalin.

The Congress is especially recommended for suppliers interested in finding new business within the huge OOH market of the 140-million people country of Russia.

The organizers have negotiated special delegate rates for the hotel rooms.

Bookings are now taken at the early bird price for the oversees delegates till July 17th.

Special LIGHT PASS for accompanying persons are available.

AFRICA NEWS

South Africa: The king is one of us

This year’s edition of the PAMRO All Africa Media Research Conference addresses the theme “Content is king, and he is one of us”.

The claim that “content is king” has been making the rounds ever since Bill Gates predicted the role that content would play in the developing internet, back in 1996. And of course such an entrenched idea has attracted plenty of rejoinders and counter claims for the superiority of context, promotion or viewer impressions. Nevertheless, when it comes to media measurement, content’s royal status arguably holds sway. While in the past, we measured advertising primarily through reach and GRP, today engagement has become a key factor. In other words, media research is moving from a focus on “what” to looking at “how”.

The “what” approach measured how many people a campaign reached, how many times, and how one could sustain a campaign over time. Now the focus is shifting to the qualitative, asking “how is my campaign engaging our target audience?” This approach considers factors such as how long people spend with given content and what they do with it once they’ve seen it: do they share it or discard it? Are they spending more or less time with it? Are they becoming advocates of the brand and its content?

Malaysia: Growth momentum to continue in digital media spend

Analysts bullish on traditional media, driven by healthy spending and election campaigns

Positive growth in digital media spending is set to continue till next year despite a cautious outlook on advertising expenditure (adex) in the country. According to Dentsu Aegis Network’s latest Global Ad Spend mid-year 2017 review, Malaysia’s adex growth is projected to grow by 2.6% this year compared with 3.8% growth for global ad spend.

Dentsu Aegis Network Malaysia chief data officer Sue-Anne Lim tells StarBizWeek that the local ad industry will see a growth of 2.6% by year-end, while ad spend as of May has clocked in 21% of the total forecast investment so far. “The key drivers of growth are seen to be coming from both digital and out-of-home (OOH) media, and will continue to do so throughout the year up until 2018.

India: Posterscope launches automated live dashboard "OOHZone"

The tool encompasses media inventory of over 60,000 OOH sites across 1,700 cities in India.

The media ranges from billboards, unipoles, bus shelters and gantries Posterscope India, the out-of-home agency from Dentsu Aegis Network, has launched ‘OOHZone’, a fully automated live dashboard for OOH media planning. Its scope of process automation and innovative design makes it an impressive asset, which the agency trusts is a milestone in OOH media planning and execution mapping.

The tool encompasses media inventory of over 60,000 OOH sites across over 1,700 cities in India. The media ranges from billboards, unipoles, bus shelters and gantries along with inclusion of media at ambient touchpoints such as mall facades.

FEPE OOH News 29th June 2017