FEPE OOH News 29th March 2019

FEPE OOH News 29th March 2019


FEPE: New Talon Outdoor CEO Barry Cupples joins star-studded speaker line-up at FEPE International Congress in Dubai May1-3

Newly-appointed Talon Outdoor Global CEO Barry Cupples has joined the speaker line-up for international Out of Home association FEPE International’s 60th anniversary Congress in Dubai.

The Congress will be held at the Intercontinental Hotel Dubai Festival City on May 1-3.

Other speakers include Christof Baron, Global Head of Media at healthcare giant Sanofi, JC Decaux Co-chairman Jean-Charles Decaux, Kinetic Global CEO Marc-Antoine De Roys, Posterscope Global CEO Stephen Whyte and Tim Delaney, Chairman and Creative Director of international creative agency network Leagas Delaney. 

Fast-growing Talon, headquartered in London, was formed six years ago by a team led by former Kinetic Global CEO Eric Newnham. It is now expanding internationally with a new office in New York and handles Out of Home planning and buying in the UK for Omnicom, Havas and a number of independent media agencies. 

Cupples spent 25 years at Omnicom Media Group and held roles including CEO Asia-Pacific, CEO Eastern Europe and global investment CEO. He brings extensive media and management experience at a global level, working with Omnicom’s big media clients.

At FEPE Cupples is expected to address the way programmatic buying is disrupting the Out of Home industry and outline strategies for the global industry and its clients moving forward.

FEPE Executive Director John Ellery says: “We’re delighted that Barry, who has incredible global experience with Omnicom at the highest level, has agreed to make his first major public appearance in his new Talon role at FEPE. “

For further information or to register go to www.worldooh.org


UK: What magic can teach you about making creative brilliant

You’ve hit gold. Your campaign was actually effective. Changed behaviour. Shifted perceptions. Smashed your KPIs. Everyone back at the ranch is happy. Your campaign gets entered into loads of awards. It wins. You’ve been up on stage to collect the award from a celebrity host barely holding proceedings together. You’ve posted the photos on LinkedIn and your team WhatsApp group. Life is good.

Wouldn’t it be great to make effective award-winning campaigns, consistently? Well, there’s a way you can improve your chances.

Last year, only 6% of all digital OOH campaigns used dynamic creative. Let that sink in for a moment.

94% of digital OOH campaigns effectively stuck up a paper poster, but used pixels instead of paste. 94% of campaigns wasted the opportunity to make the creative more relevant, more interesting, more playful and, ultimately, more effective.

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UK: Engine and Ocean claim innovative DOOH first

Advertising and marketing specialist Engine Group has joined forces with out-of-home leader Ocean on an innovative project they claim sets an unprecedented first in the digital out-of-home sector.

Created by Engine to raise awareness and funds for Spinal Injuries Association (SIA), the ‘Donate to Accelerate’ campaign encourages people to fast-forward an advert on Ocean’s full motion ‘Loop’ network in Manchester.

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UK: An Exterion Media guide to the TfL HFSS policy for Out-of-Home Advertising

On the 25th February 2019, a new advertising policy came into effect restricting the advertising of food and non-alcoholic drink that is high in fat, sugar and salt (‘HFSS’ products) across TfL’s advertising estate. Reducing exposure to these advertisements among children is part of the Mayor’s response to the challenge of childhood obesity.

This Exterion Media guide explains the details of this policy, and will help you navigate your way through the necessary steps to ensure a smooth process to a compliant campaign.

Access the guide


USA: Tech Talks: The Next Big OOH Trend

OAAA regularly features Thought Leadership Q&A from its committee members.

This month, OAAA spotlights the Innovations Committee, asking members, “What is the next big OOH tech trend?”

Lawrence Chan, Cuebiq

The application of mobile technology to enhance and prove the medium’s effectiveness is the next big thing in OOH. New technology, such as location intelligence, allows OOH media companies to expand their traditional toolkits to leverage strategies and metrics until now limited to the mobile/digital world.

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USA: Digital OOH Trade Groups Consolidate 'Best Practices'

A day after the Media Rating Council released proposed standards for measuring video ads across platforms, a consortium of five trade organizations this morning released a compilation of “best practices” for running ads in digital out-of-home media.

The compilation is a collaboration of the Digital Place-Based Advertising Association (DPAA), the Digital Signage Federation (DSF), the Interactive Advertising Bureau (IAB), outdoor traffic auditor Geopath, and the Out-of-Home Advertising Association (OAAA).

While those trade organizations had previously circulated their own best practices, the compilation consolidates them into six topics for the sake of consistency

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USA: Geopath Sets Up Advisory 'Futures Council'

In the US, out of home (OOH) audience measurement body Geopath has established a Futures Council, to help prepare for changes in the evolving OOH advertising marketplace.

Kym FrankGeopath, which was formerly known as the Traffic Audit Bureau for Media Measurement, offers a system for measuring audiences who actually see advertising, and creates ratings for transit media and digital billboards. Last year, the organization launched an enhanced ratings and audience location measurement platform, to enable the OOH industry to profile and target desired audiences and engage them across any OOH format. 

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Brazil: Burger King will give you a free Whopper if you set their competitors ads on fire

Burger King has turned its app into quite the unusual marketing device. Last December, in the U.S., it rewarded consumers for using it while they were at McDonald’s by promising them one-cent Whoppers. Now in Brazil, BK has added to its app an AR function that invites customers to “burn down” competitors’ advertising.

If they train their cameras onto a billboard for the Golden Arches, for example, the app will set it aflame--and then give the user a voucher for a free Whopper.

The idea was created out of David SP and promotes BK Express, which allows customers to pre-order their meals to avoid real-world lines.

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Bahamas: Daktronics and AdverDia Group Bring Messages To Major Roadway In Bahamas

 Daktronics has partnered with AdverDia Group, in conjunction with Fusion Superplex, to install a new digital LED display on the façade of their new facility in Nassau, Bahamas. Installed late in 2018, this is the first large-format display to be seen from public roadways in the Nassau area.

“From implementing new ideas, creating dynamic products or improving your existing services, innovation can be a catalyst for the growth and success not only for business but the community as well,” said AdverDia Group’s Jason Miller. “AdverDia Group’s mission is to foster innovative solutions with a primary objective to solve challenges that will support and grow our community.”

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Australia: Digital Delivers 40% Greater Impact Than Static, According To QMS Study

Digital outdoor media company QMS, in association with leaders in neuroscience research Neuro-Insight, have released a study that demonstrates the increase in impact generated by large format digital billboards.

In a period of rapid industry evolution where technology is redefining the digital out-of-home platform and its capabilities, the study was commissioned by QMS to better understand the quality of the impact large format digital billboards deliver.

With much of the focus being concentrated on audience movement measures, the study aimed to deliver clear insight into the relative efficacy of impact across a range of different formats.

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Australia: Six Brands become even more unmissable with Award win

Six brands have won a share of more than $2 million in media to run multi-format campaigns across oOh!media’s network, following the judging of the company’s Unmissable Awards for campaigns that successfully integrated native content with Out of Home.
Luxury vehicle company Lexus received two awards at the 2019 oOh! Unmissable Awards last night for its innovative Out of Home campaign to promote its first year as naming rights sponsor of the Melbourne Cup.

The campaign, which ran from 3 -10 November, was recognised for embracing the full potential of the new Out of Home medium by broadcasting the race via oOh!’s digital network, embracing data, digitisation and running content in relevant environments.

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Australia: MCN set to grow OOH division with major account win

MCN is understood to be bolstering its out of home offering over the coming weeks, with the business tipped to win a major piece of OOH business.

AdNews understands the sales house, which earlier this year revealed its intentions to push for greater growth in the OOH sector, is in the final stages of securing a major retail client. 

Sources say the client was previously held by one of the major out of home players, which following the mega-mergers of last year, went from four to two, with Ooh!Media and JCDecaux now the dominant businesses in market. 

MCN is also understood to be in conversation with a handful of other OOH distributors across Australia, with the business closing in deals. 


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Thailand: Asia's AnyMind pulls in another $8M and expands into outdoor advertising

Asia-focused marketing startup AnyMind Group  has landed a further $8 million in funding to close out its Series B round and expand into new verticals.

The company announced a $13.4 million raise back in November, but that has now expanded to $21.4 million thanks to an additional injection from VGI Global Media, a Thailand-based firm that specializes in outdoor media, and Tokyo Century, a financial services firm that has invested in Grab, among others. Japanese messaging app Line and Mirai Creation Fund, which is backed by Toyota, are among the original investors in the round, which valued the company at $200 million — though it isn’t clear if that number has increased with this new tranche of investment. The company has now raised close to $36 million to date.

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India: BARC India to integrate TV, OOH viewership measurement from this year

Audience measurement body BARC India has said it will be integrating TV and Out of Home (OOH) TV viewership in its BARC India Media Workstation (BMW) software starting this year.

This first of its kind integration of in-home and OOH TV viewing, will allow BARC India subscribers to understand the overall viewership garnered on TV and the combined impact of the two mediums. The company had launched its OOH TV viewership measurement service in 2018 has decided to significantly expand the offering this year.

In 2018, BARC had started OOH TV viewership measurement in the three metro cities of Delhi, Mumbai and Bangalore and has now significantly expanded the coverage to 120+ urban towns and cities.

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Iraq: Pikasso Iraq Wins Magma Square Advertising Concession

Pikasso Iraq announces that it has won the advertising concession of Magma Square, the vibrant, social, and entertainment open-air destination in Sulaimaniya, part of Malia Group, which will open its doors in May 2019.

Magma Square is strategically positioned at the entrance of Sulaimaniya on the Erbil-Sulaimaniya highway, 2 kilometers away from Sulaimaniya International Airport in a catchment area serving two university campuses, the University of Sulaimani and the American University of Iraq Sulaimani, as well as a trade zone of 1.4 million inhabitants. 

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