EUROPE NEWS

FEPE: 58th FEPE Congress in Stockholm: Early Bird bookings are now closed

Speaker announcements will begin next week

The 58th FEPE Congress, will be held between Wednesday June 7th and Friday June 9th 2017 at the Radisson Blu Waterfront hotel, Stockholm.

The link for the booking form can be found on the FEPE Homepage.

We will be having 2 days of presentations and panels, with high calibre speakers from across the world, all of whom will be bringing their unique viewpoints on the Out of Home industry.

There will be an exclusive exhibition area attached to the main congress hall, and spaces are now available to reserve. If you are a supplier who wishes to get your product in front of an audience of global OOH decision makers please email us soon so we can hold a space for you.

We will soon be announcing a new additional incentive for exhibitors and sponsors only!

As usual we have negotiated a special delegate rate for the hotel rooms and delegates are able to pay by credit card or bank transfer, which we hope will make bookings easier for some overseas delegates. Early bird registrations will be open until the end of February, which will allow delegates an extra €100 reduction regardless of FEPE membership status.

Delegate fees are unchanged from last year (and several years before) at €1100 for members and €1600 for non members, plus the additional early bird reduction. We will be announcing the Gala Dinner and Friday night social venues soon, along with our first confirmed speakers.

Further details will be announced in future newsletters.

UK: FINN Wins Fast-growth Digital Media Owner, 8 Outdoor

Finn has been appointed by the UK’s fastest growing digital out-of-home media owner, 8 Outdoor, to deliver a communications campaign that builds rapid awareness with advertisers and agency partners. The campaign will harness the many developments planned this year by 8 Outdoor and deliver communications activity across national, regional, trade and social media channels.

Finn has created a dedicated media practice set up by the former MD of Braben to provide media, marketing and ad tech businesses with a fresh, creative and disruptive approach to their communications activity, after opening its London office in summer 2016.

This latest appointment follows a string of new business wins for Finn including Monster Brands, Fox’s biscuits, Finsbury Food Group, lipivir® and King Content. At the same time, Finn has boosted its capabilities to offer native content and ad tech partnerships across its client portfolio by bringing brands closer to the UK media community.

UK: L'Oréal and Team GB join Samsung and Coke on temporary Piccadilly Circus outdoor banner

Coca-Cola, Samsung and L’Oréal are the global launch partners for a new illuminated banner covering the world famous Piccadilly Lights. The iconic advertising location, which is managed by Ocean Outdoor on behalf of Land Securities, is undergoing a 10 month digital transformation.

Samsung and Coca-Cola are already long term advertisers on the Piccadilly Circus site and both have confirmed their presence when the new Lights are switched on later this year.

They are joined on the colossal banner by L’Oreal which has taken space directly above one of the busiest branches of Boots. L’Oreal’s campaign was planned through Maxus and Kinetic.

UK: Posterscope appoints Joanne Quillan as Chief Operating Officer

Posterscope have appointed Joanne Quillan of sports marketing agency Wasserman into the newly created role of Chief Operating Officer.

Quillan will report to CEO Stephen Whyte and will oversee operations for the Posterscope, PSI, MKTG, Open and Liveposter group of businesses. She will also take a significant role in future strategy with a particular focus on partnerships and acquisitions.

Joanne joins from Wasserman, where as executive director and head of the corporate teams in EMEA she was responsible for developing and leading business integration and operational excellence. Prior to that, Quillan spent over 15 years in the music industry at Sony Music, EMI Records and EMI Music Publishing where her roles covered M&A and investments, business partnerships and commercial analysis.

Stephen Whyte said of the appointment: “Jo has an impeccable commercial and operational background. Her extensive experience in the music industry leading change during transformative periods will be particularly valuable as we expand our data and technology-led, digital services.”

Joanne Quillan added “Posterscope sets the market standard in out-of-home. I am very much looking forward to joining the leadership team at a very exciting time for the business as it continues to innovate and broaden its offering.”

UK: Clean air ‘breath’ sheets to tackle London’s pollution crisis

A ground-breaking material hailed by medical experts for its ability to absorb harmful airborne molecules and disperse cleaner air will be launched today in Leicester Square.

“The Breath” was created by a team of leading Italian researchers and has been rolled out across several European cities, including Rome and Milan, over the last three years.

The material is now being brought to London as part of a corporate partnership between The Breath and media company Urban Vision.

UK: JCDecaux largest digital market share in OOH

JCDecaux continues to dominate the digital Out-of-Home (OOH) market as the single largest media owner, according to Route’s latest figures, the OOH industry currency.

According to this week’s Route 22 (R22) data release, JCDecaux has seen an increase in its digital impacts to reach 583.5 million per week, an increase of 50 million impacts since August 2016, which is double that of its closest competitor.

USA: OUTFRONT Media Begins Deployment Of ON Smart Media Platform In Greater Boston Transit System

First ON Smart Media digital Liveboards deployed at Copley Station

OUTFRONT Media Inc. announced last week the first implementation of its ON Smart Media platform with the Massachusetts Bay Transportation Authority (MBTA), deploying eight digital Liveboards at Copley Station. Live Nation, Boston Ballet, and Experience Kissimmee are the launch advertisers, promoting upcoming events in the Boston area. OUTFRONT was awarded the MBTA contract late last year and began delivering advertising within the MBTA in December.

Andy Sriubas, OUTFRONT Media's Executive Vice President, Strategic Planning & Development said, "Copley Station is located in the heart of Boston's restaurant and shopping district, making it the perfect starting point for the system's digital transformation. Our platform will provide the MBTA, advertisers, and other content providers with the tools necessary to earn the attention of Boston's Back Bay residents and tourists alike. Together with MBTA, we are focused on bringing Boston riders next generation communications and network capabilities."

USA: New Report Highlights the Power of OOH to Drive Engagement, Awareness

OOH PSA Campaign Reaches Rival Audiences in a Politically Turbulent Year

A recent out of home (OOH) advertising campaign aiming to increase voter participation in the 2016 Presidential election demonstrated OOH’s ability, especially when connected with digital media, to contextually and geographically target and engage audiences. A new report released by the Outdoor Advertising Association of America (OAAA) found Vote to Count, an OOH public service campaign, drove digital engagement with localized, timely, and culturally relevant messaging.

Featuring more than 125 different combinations of labels representing diversity of the American electorate, the campaign reminded citizens that while labels matter, only one counted on Election Day: Voter. The ads drove people to VoteToCount.com, where users could register to vote in their home states and create custom voter labels to share on social media. More than 65 percent of traffic to the site was direct visits.

Australia: Work With What You Got – Bold Creative is Getting Logan Law Noticed.

Brisbane law firm Logan Law has partnered with Queensland out-of-home provider goa to produce a daring campaign that has ruffled feathers in the legal community.

When Logan Law first partnered with goa, they were faced with a challenge: how does a business advertise what it does – when it’s not allowed to advertise what it does?

The best tie-in to their service in the personal injury industry was “no win no fee” which implies personal injury law but personal injury firms can’t be seen as inciting people to make claims against their insurance.

goa’s solution? Gain enough attention with your creative so that your target audience want to research your business further. The worst thing advertisers can do in out-of-home is to simply put a business card on a billboard. Logan Law knew its target market, geographical hot spots and already had an active social media presence with a vocal audience. goa tailored a creative message to speak directly to their audience, in their language and showcased Logan Law’s authentic personality and culture.

What resulted was a tongue-in-cheek slogan campaign which has created engagement beyond all expectations.

Nigel Munt, Managing Law Clerk of Logan Law, said, “when we first ran with “Been rear ended lately?” on goa’s M1 highway site and shared it on our social media it went viral…it had never been done before. Our campaign now has a life of its own people are actively looking out for what we are going to say next.”

Logan Law is experiencing significant growth and has increased their staff from 5 to 40 in just 8 months. They are now taking on the big players in the heart of Brisbane City. “The success of the goa campaign has not only let us connect with our target market, but it’s also put us on the map in the big leagues,” Nigel commented.

Australia: Report shows outdoor ads work

Outdoor Media Association (OMA) says research by Deloitte Access Economics shows the Australian government at all levels benefit from out-of-home advertising.

Charmaine Moldrich, CEO at OMA says, “The OOH industry plays an important role in creating vibrant cities while contributing to our nation’s wealth. OOH is moving from strength to strength particularly as our populations become more urbanised and digital technology enhances what our signs can offer advertisers, governments and citizens.”

The report predicts these conditions pave the way for out-of-home media to be a primary media channel as it benefits both govt and community.

“At a time when many governments are grappling with budget deficits, the OOH industry provides a revenue stream, paying $1 in every $2 of revenue in rent and taxes to government and other landlords.

“We believe the best outcomes come from collaboration between the OOH industry and government, which in turn benefits the community. This research offers us encouragement to continue on this journey,” Moldrich says.

Australia: Tech Disruptor Bankrolled To Create Nation’s Largest Shopper Media Group

Australian technology that gathers real-time, location-aware customer data and behavioural insights in return for free high-speed wi-fi and an enhanced, tailored shopping centre experience has attracted a multimillion-dollar investment from Blue Sky Private Equity.

Shopper Media Group, Australia’s fastest growing digital out-of-home (OOH) media business, was set up in 2015 by former oOh! Media executives Ben Walker and Ed Couche and already counts blue chips like Coca Cola, Lion, Goodman Fielder, American Express and Johnson & Johnson as clients.

The company will use the funds from Blue Sky to support its plan to double its national footprint by installing its Smartlite TM digital advertising panels into more than 300 Australian shopping centres.

Australia: Media Industry Statesman Appointed To Champion OOH In New Zealand

The Outdoor Media Association of NZ (OMANZ) announces the appointment of respected industry figure Derek Lindsay to the role of General Manager.

Lindsay needs little introduction, having operated at the highest echelons of media in both the UK and New Zealand. His experience features significant contributions at some of the country’s most successful and admired agencies, including local powerhouses SparkPHD and FCB, plus a long stint as Vice President of CAANZ (Communication Agencies Association of New Zealand) and Chair of the CAANZ Media Committee.

Singapore: Why location data is changing the face of out-of-home advertising

Marrying the digital and the physical can take outdoor advertising to a new level, says Andrew Darling at Blis.

The debates around digital ad viewability are heating up, as measurement metrics and accuracy are brought under scrutiny every other week. Traditional ads, on the other hand, continue to exist in the proverbial black box. High-traffic malls and transport hubs see hundreds of thousands of visitors, but there is little insight into who they are. When a digital ad gets a million daily views, it’s a vanity metric; when the location of a traditional ad claims a 1 million footfall, it’s prime real estate.

Technology is making digital campaigns more measurable. Similarly, the display ads lining the billboards and walkways we physically visit should also be more measurable with technology. Even if the ad is only an elaborate piece of gloss paper, don’t forget the carefully concealed WiFi access point mounted right behind it.

India: India's colonial-era stations to get Korean facelift

Three South Korean companies have thrown their hats into the race to modernize India's colonial-era railway network which has seen few upgrades in over a century. India has embarked on an ambitious plan to modernize 400 of its train stations, equipping them with digital signage, self-ticketing counters and luggage screening machines.

New Delhi railway station -- one of the country's busiest terminals catering to over 500,000 passengers a day -- is among those to be redeveloped, and South Korea has voiced interest in undertaking its transformation. This station's modernization will reportedly cost about 100 billion rupees ($1.49 billion).

FEPE OOH News 2nd March 2017