EUROPE NEWS

UK: Programmatic is transforming the creative potential of OOH

A view from Stephen Whyte

The least talked about but most interesting component of programmatic OOH is the transformation that automated ad-serving brings, writes Posterscope's CEO.

Programmatic out-of-home has been discussed and written about a great deal in recent years and Clear Channel’s plans to accelerate the trading automation of its digital inventory will obviously fuel expectations and discussion further. However, there are conflicting views about what programmatic could mean for this medium, how it might work and, most importantly, what the benefits to advertisers might be.

In many of the debates, I think that the most important and exciting aspect of programmatic OOH often gets overlooked. Probably because the obvious comparison is programmatic online, discussion tends to focus on the automation of transactions and which model – Programmatic Guaranteed, Private Marketplace or RTB/Open Exchange – is likely to emerge and prevail.

In my view, the answer to this in the short to medium term is Programmatic Guaranteed with each media owner pre-defining pricing by client. This is what Clear Channel announced last week.

FEPE: The February 15 deadline is approaching for the 2017 FEPE International, Creative, Technology, Leadership and Lifetime Achievement awards nominations

The board of FEPE International is inviting nominations for its line-up of annual awards, the pre-eminent global awards for OOH, results of which will be unveiled at this year’s FEPE International Congress in Stockholm from June 7-9. The deadline for nominations is February 15.

For the first time the Creative Award will be divided into two categories – Classic and Digital.

The Creative Awards will run alongside those for Technology, Leadership and Lifetime Achievement. Last year’s single category Creative Award went to the Women’s Aid digital campaign from creative agency WCRS and Ocean Outdoor.

The 2016 Technology Award went to Portuguese Out of Home company MOP and technology company TOMI for their ground-breaking real time digital network in Lisbon; the Leadership award went to Posterscope global CEO Annie Rickard and the Lifetime Achievement Award was shared by Nancy Fletcher, President and CEO of the Outdoor Advertising Association of America and FEPE Executive Director John Ellery.

The awards nominations will be judged by the FEPE Awards Committee, chaired by John Ellery, which includes the current President, the past Presidents, two Board members and the recipients of last year’s Lifetime Achievement Award.

The new expanded Creative Awards will be judged with the assistance of WCRS Director of Technology and Innovation Dino Burbidge. Burbidge was part of WCRS’s winning Women’s Aid team at 2016’s Congress in Barcelona. That campaign went on to win a Gold Lion at the subsequent Cannes International Festival of Creativity.

FEPE International President Matthew Dearden says: the FEPE International Awards are the gold standard for Out of Home worldwide.

“It’s also important that the FEPE Creative Awards reflect the Out of Home industry in its entirety and dividing them into Classic and Digital will help us to celebrate the very best this multi-dimensional medium has to offer.”

Nominations are open to all FEPE International members and should be sent to FEPE International Executive Director John Ellery john@worldooh.org by February 15.

You can download the nominations form and also book online for the Stockholm Congress from the FEPE Homepage

France: JCDecaux Announces 2016 Revenue

- 2015 adjusted revenue up 14.0% to €3,207.6 million

- 2015 adjusted organic revenue up 4.2%

- Q4 adjusted revenue up 17.2% to €983.9 million

- Q4 adjusted organic revenue up 6.2%

JCDecaux SA has announced its revenue for the full-year 2015. Following the adoption of IFRS 11 from 1st January, 2014, the operating data presented below is adjusted to include our prorata share in companies under joint control, and therefore is comparable with historical data. Please refer to the paragraph “Adjusted data” on page 3 of this release for the definition of adjusted data and reconciliation with IFRS.

2015 adjusted revenue increased by 14.0% to €3,207.6 million compared to €2,813.3 million in 2014. Excluding the positive impact from foreign exchange variations and the positive impact from changes in perimeter, adjusted revenue grew by 4.2%. Adjusted advertising revenue, excluding revenue related to sale, rental and maintenance, increased by 4.4% on an organic basis in 2015.

UK: Virgin Trains Launches Innovative Data-Driven DOOH Campaign and Asks Road Users “Why Drive Yourself Crazy”

Virgin Trains on the east coast is launching an innovative data-driven, dynamic Digital Out-of-Home (DOOH) campaign aimed at car drivers to remind them that there is a stress free, fast, viable alternative.

The reactive campaign automates messages based on local traffic data and vehicle recognition technology, to add relevance and context to messages that will be deployed on premium DOOH roadside inventory in Leeds and Newcastle from the January 30 through to February 12. In Leeds, the traffic reactive campaign changes based on congestion levels on roads in close proximity to each digital billboard site and provides tailored, contextually relevant messages aimed at encouraging drivers to consider Virgin Trains’ service.

Produced in partnership with Grand Visual and Manning Gottlieb OMD, the dynamic campaign aligns with driver’s mindset in the moment by suggesting commuters should “avoid all this bleeping traffic” when traffic is heavy during the morning rush-hour, for example, followed by the call to action “Leeds to London, 2HRS 14MINS”. Live updates are managed through OpenLoop which analyses Google API’s data and automates the playout and delivery of geo-targeted content to each Media Owner in real time.

France: Exterion Media France combines OOH with mobile technology - launching ‘Exterion Media Display’ in partnership with Dr Banner

Exterion Media France has recently partnered with Dr Banner - a multichannel programmatic platform - to create Exterion Media Display.

The partnership uses technology that combines Out-of-Home with mobile display ads, enabling advertisers to reach consumers at multiple touchpoints throughout the day.

Capitalising on the mobility of the hyper-connected French audience is crucial; ‘Exterion Media Display’ provides advertisers with a geo-localized reach and increased visibility based on the power of outdoor advertising and the targeting capabilities of online.

Switzerland: Digital out-of-home and mobile advertising are the perfect combination for online trade

Digital out-of-home advertising works ideally in combination with location-based mobile advertising as an effective driver for online shops, a recent study of the Christmas campaign by geschenkidee.ch has revealed.

For a week in December 2016, an analysis was carried out of the Christmas advertising spots run by geschenkidee.ch on ten of Clear Channel’s digital screens in the city of Zurich. The campaign was also supported by the coordinated use of location-based mobile advertising, in which the geo-location of the screens was linked to mobile advertising and targeting opportunities by Adello.

Switzerland: APG|SGA is still clear market leader in Basel and receives contract for 22 new digital City ePanels

On 1 February 2017, the City of Basel published its decision on the "tender for posters on public land in the Canton of Basel-Stadt".

APG|SGA has been awarded the contract for all the existing spaces with formats F200, F12 and F4, as well as for over 250 F200 backlit posters at absolute prime locations. This is practically all the F200L sites in the City of Basel. APG|SGA has also secured the rights for poster advertising on construction site hoardings and the option of exclusively implementing nine illuminated revolving columns at top locations.

In addition, the market leader has also been awarded the most promising lot – lot 6 – with a total of 22 new digital City ePanels at premium sites. This not only ensures that APG|SGA remains the market leader in analogue advertising, but expands its leading position in the digital segment too. The new contract runs from 1 January 2018 for a period of 10 years.

USA: Nancy Fletcher on the 2017 OAAA/Geopath Convention

Registration is open for LookOut, the 2017 OAAA/Geopath convention May 15-17, 2017 in New Orleans (https://lookout2017.com/ on the OAAA website). Insider asked Nancy Fletcher to reflect on highlights from last year’s convention and to talk about what to look forward to at this year’s convention.

Nancy, what were some of the highlights for you at the May 2016 Geopath/OAAA convention?

Highlights from the 2016 convention: the rollout of Geopath (formerly TAB), continued industry growth, and proof that our medium drives digital engagement. My “wishlist” for the industry focused on five steps for continued growth:

Closely connect OOH and digital (social, mobile, and online)
Make OOH easy to plan, buy, and measure
Make the most of data
Tell the OOH story, make noise
Serve the public good

USA: New York Digital Signage Week 2017

This year, New York Digital Signage Week will take place October 30 to November 3, 2017.

The DailyDOOH Investor Conference will take place on either the Tuesday or Thursday that week.

Information about last year’s New York Digital Signage Week can be found here.

More events will be announced here shortly.

Canada: PATTISON Outdoor Announces First to Market Proof of Performance for Digital Outdoor and Networks

PATTISON Outdoor has announced the release of an enhanced version of its industry leading planning and performance management platform Eyewitness™ Proof of Performance (POP), which now includes the ability for clients to capture data and images for their Digital Outdoor and Onestop Network advertising campaigns.

PATTISON Outdoor is the only Out-of-Home media supplier providing this advanced monitoring feature for all of its digital products, enabling greater control to monitor creative for greater accountability.

USA: Vision Media Management and Barco entering a strategic alliance agreement to deliver turnkey digital lobby media experiences

Digital cinema leader Barco and Vision Media Management (VMM), the movie industry’s leading marketing and fulfillment services provider, have formed a strategic alliance to offer studios and exhibitors a single-source solution for in-theater media marketing.

The companies will jointly offer innovative digital products for cinema lobbies designed to enhance the moviegoing experience while driving customer engagement and loyalty. Industry leaders come together to offer innovative solutions for the cinema lobby. The agreement between Vision Media Management (VMM) and Barco closely follows the former’s acquisition of Cinema Scene Marketing, whose TrailerVisionTM digital kiosks, video and signature walls, and digital menu boards are installed with more than thirty major exhibitors nationwide. Barco and VMM have formed the One Network Alliance to deliver a truly best-in-class solution that extends from integrated campaign planning and fulfillment through synchronized and choreographed lobby experiences that deliver a more immersive customer experience.

Australia: Qudos Bank Arena Installs Largest Centerhung LED Video System In Southern Hemisphere From Daktronics

Qudos Bank Arena has partnered with Daktronics to construct a 12-display centerhung LED video display system – the largest in the southern hemisphere – using 180 portable LED panels for the eight main displays that can be taken down and used in any configuration for any of the multiple events hosted by the facility in Sydney, Australia.

The four largest displays each measure 4.76 meters high by 8.88 meters wide and the four displays at the corners of the configuration in between the main displays each measure 4.76 meters high by 2.54 meters wide. These displays feature 6-millimeter line spacing to provide excellent image clarity and contrast to bring a great view to every seat within the arena.

Australia: Out-of-home continues growth with 11.6% revenue increase for January

The Outdoor Media Association has reported an 11.6% revenue increase for January from the same month last year.

The Out-of-Home (OOH) industry today reported a net media revenue of $53.6 million for the month of January, an increase of 11.6% from the same month last year, which posted a net media revenue of $48.1 million.*

Digital Out-of-Home net media revenue makes up 42.5% of total net media revenue, up from 33.9% for the same period last year.

South Africa: The Out of Home Measurement Council launches ROAD currency

The Out of Home Measurement Council (OMC) has announced the release of the national Roadside Outdoor Audience Data (ROAD) currency.

The ROAD currency delivers reach, frequency, GRP, impacts and CPM metrics by outdoor panels across South Africa, affirming Out of Home’s significance within the media. The roll-out of the data commenced in July 2016 in Gauteng and over the last six months, the rest of the country has been scrutinised, audited, and released for use through the Quantum software licensed by Telmar.

The South African Out of Home industry has now become the 22nd country in the world to produce an Outdoor Advertising currency, all of which are based on Esomar’s Global Guidelines for Outdoor Advertising. These global research guidelines, compiled with input from all major industry stakeholders, provide clear guidance on best practice and a platform for reliable audience measurement, affording standardised, meaningful, and comparable international audience measurement.

South Africa: JCDecaux and Vodacom rebrand the Soweto Towers, South Africa’s iconic and famous landmark

JCDecaux SA and Vodacom, part of Vodafone Group and a leading African mobile communication company providing a wide range of communication services, announced today that they have joined forces in rebranding the iconic Soweto Towers, in South Africa, following the Vodacom Soweto Towers Competition launched in March 2016 to give a new look to the towers.

Built in 1951 to supplement the power plant's cooling system, the 100-metre tall two cooling towers have become a prominent landmark for Soweto and are inextricably linked to the industrialisation and expansion of Johannesburg. At its time it was a state of the art facility and the largest of its kind in Southern Africa.

UAE: BroadSign Selected By Elevision to Power the Only DOOH Elevator Network in the United Arab Emirates

Over 600 displays in 125 commercial and residential towers will be converted to BroadSign’s CMS. Dubai, United Arab Emirates.

BroadSign International, LLC’s automated digital out-of-home software has been selected by Elevision Media LLC to power its network of DOOH displays inside commercial and residential elevators.

More than 600 displays in 125 towers across the United Arab Emirates will be converted by February 1, 2017. With 100% market share in the elevator vertical, Elevision plans to scale its ad-based network to 2,000 screens in the GCC and Middle East, while adding unique outdoor LEDs.

FEPE OOH News 2nd February 2017