EUROPE NEWS

FEPE FEPE International Stockholm Congress goes global

The 58th FEPE International Congress to be held in Stockholm from June 7-9 will be the most global in the event’s long history, featuring top speakers from all around the world.

The Congress - with the theme “A Time of Revolution - Earning the Right to Win” – includes a number of unique perspectives on Out of Home as a global industry.

In addition to our Key Note Speaker William Swayne Global President of Carat, we have from America OAAA CEO Nancy Fletcher and Lamar CEO Sean Reilly (pictured) who will describe how OOH is positioning itself in the dynamic US media market.

Clear Channel International Chairman and CEO William Eccleshare brings long experience of leading one of the world’s leading OOH companies and a global perspective as he looks at the impact of programmatic media buying, currently the hottest topic in commercial media, on Out of Home worldwide.

New FEPE International board member Noomi Mehta, CEO of Selvel One, will provide a valuable update on India, one of the fastest-growing OOH markets.

Emeka Okeke, CEO of Dentsu-owned Media Fuse will describe the explosive growth of OOH in Africa,

Alexander Epin of TMG in Russia discusses the prospects for transport advertising in Russia as it prepares to host the 2018 FIFA World Cup.

Christian Schmalzl, Co-CEO of Stroer in Germany, looks at OOH in the EU’s biggest market

FEPE President Matthew Dearden says: “the global Out of Home industry is getting smaller in many ways even as it becomes larger in size as globalization and advances in technology mean that advertisers now require new and, in many cases, uniform ways of achieving their commercial goals. “The 58th FEPE international Congress in Stockholm brings together an unrivalled array of expert speakers able to chart the way forward as we navigate a truly global market and its rich opportunities.”

The full list of speakers will be announced in the next few weeks.

Delegate booking form is available on the FEPE Homepage

UK: Does Piccadilly's revamp signal a Blade Runner future?

Framestore Labs' global head of creative argues the new Piccadilly Circus ad screen could turn Blade Runner prophecies into a reality.

If you go down to Piccadilly today, you’re sure of a big surprise.

When an iconic and time-honoured landmark like the Piccadilly Lights is turned off, as they were during WWII, it feels like an apocalyptic warning. But the current switch-off signals something more positive: digital signage is about to get interesting. When Piccadilly’s new 4K LED screen – all 790 square-metres of it – is up and running later this year, it could herald a bold new era that turns Blade Runner prophecies into a reality. The revamped site will be the largest single screen in Europe and no other location on the planet will rival its almighty tech spec.

By replacing ye olde six illuminated screens with one giant "state of the art" curved screen, the new Lights could transform out of home from intrusive messaging into bleeding-edge public art that marries data, technology and creativity.

UK: JCDecaux’s Ben Maher issues ‘call to arms’ to OOH and mobile firms

The out-of-home (OOH) and mobile industries have an unparalleled opportunity to collaborate to improve audience targeting, according to JCDecaux’s sales and partnerships director Ben Maher.

Maher, who left his role as EMEA boss of Mashable to join JCDecaux last May, will today (15 March) issue a “call to arms” to the IAB’s Data and Innovation Conference in London on the integration of OOH and mobile capabilities.

Speaking to M&M Global ahead of the speech, and on a topic he jokingly refers to as ‘Mooh’, Maher said the joining together of mobile and outdoor is “significantly different to other media channel collaborations”, as it offers value in “both directions”. “We have a chance to break down the walls between mobile and OOH, we’re just scratching the surface,” he said.

UK: Taxi! Bitposter signs three new deals to automate OOH moving media

Bitposter has announced partnerships with taxi-based out-of-home media owners Metropolis Digital Outdoor, Verifone Media and Sherbet Media.

Along with its existing partnership with Exterion, which currently trades advertising across the TfL network and UK buses, Bitposter now offers the largest marketplace of moving media owners in the UK.

"With the majority of OOH moving media owners now trading on Bitposter we are able to deliver the largest marketplace of these specialists in one place," said Craig Mytton, Bitposter's chief revenue officer.

"This has significant benefits for the moving media owners on our platform, who together are able to leverage the scale of their combined inventory to attract and gain access to a wider number of buyers.

Media buyers will also benefit from access to the huge scale of moving media inventory on our platform, and in being able to deliver highly targeted local campaigns in real-time through this media."

Malta: Political billboards to be exempted from new regulations

Planning Authority says new draft legal notice will ‘ensure high design standard and address visual impact of outdoor advertisements’ The Planning Authority has published a draft legal notice which will replace the 2016 regulations which laned the Prime Minister in court after the PN said this was a discrimatory legal notice.

Last week, Prime Minister Joseph Muscat denied giving specific instructions for the removal of Nationalist Party billboards, telling a judge that he had no involvement in the drafting of the Legal Notice limiting the time they would be allowed to be on display.

However, the 2016 legal notice will be replaced by a new one which exempts political parties.

USA: OUTFRONT Media Announces Its Leading Mobile Network Platform Has Been Utilized By Over 1000 Brands

OUTFRONT Media Inc.has announced that over 1,000 brands have used the OUTFRONT Mobile Network. OUTFRONT's customized mobile ad delivery solution is built upon its out-of-home (OOH) asset base and provides marketers with additional data analytics and a proven way to close the loop with audiences.

The OUTFRONT Mobile Network, launched in November 2015 as a product on the ON Smart Media platform, highlights OOH's effectiveness and reinforces the reach and power of each medium. "Our world is now driven by mobile. The convergence of out-of-home and mobile advertising is organic," said Andy Sriubas, EVP, Strategic Planning & Development, OUTFRONT Media.

USA: Ayuda[x] Turns to AI to Make Digital Out-Of-Home Advertising More Effective

Ayuda[x], a location-based marketing technology company announced today at DSE 2017 that it has introduced an overhauled version of its Digital Out-Of-Home (DOOH) ad server that uses Artificial Intelligence (AI) techniques to improve the efficacy and targeting of DOOH advertising.

“Studies show that 94% of retail sales still take place offline in brick-and-mortar stores (almost $4.5 trillion USD) while only 6% happen online,” said Andreas Soupliotis, CEO of Ayuda[x]. There are a massive number of ad tech firms whose sole purpose is to drive consumers to online shopping sites, yet few companies are thinking about how to drive consumers to offline, physical brick-and-mortar stores.

USA: Advertising Recall: How to measure the effectiveness & ROI of advertising channels?

Advertising recall is a measurement of advertising effectiveness and ROI. The study linked below was conducted on the five primary advertising channels: TV, Radio, Online, Print and Out of Home (OOH). Respondents are exposed to an advertisement and then, at a later point in time, asked if they remembered the advertisement on an aided or unaided basis. Ranges shift depending on the parameters of each study (e.g., aided vs. unaided recall basis, length of time for recall and sample size/nature and scope).

USA: Geopath Taps Streetlytics To Revolutionize Audience Location Measurement In The OOH Industry

Geopath, the not-for-profit formerly known as the Traffic Audit Bureau for Media Measurement, whose mission is to provide audience location measurement to the out-of-home (OOH) industry, has chosen Streetlytics to power its new OOH audience measurement solution, MORE, slated to launch later this year.

Streetlytics, from Citilabs, leverages data from its partner AirSage along with other data sources to produce the largest and most current population movement dataset available in the United States. Streelytics will provide Geopath with a 360-degree view of aggregated anonymous audience movement. Leveraging mobile devices, GPS, and connected car data, Geopath will enable the out-of-home industry to identify and reach their audiences with levels of precision never before possible.

USA: Lamar Outdoor Advertising buys Middleton

Billboard customers in Victoria that once had business with Middleton Outdoor Advertising will now turn to its former competitor, said a Lamar Outdoor Advertising executive.

Lamar bought Middleton to provide better billboard coverage for its customers, said Twala Eller, general manager and vice president of Lamar Outdoor Advertising.

"We are excited to add the Middleton inventory to our portfolio," Eller said. "Out-of-home is a high-impact advertising medium, and the new locations will allow us to connect even more businesses to their customers in the greater Victoria area."

Australia: CommBank & oOh!media Collaborate In OOH Data First

Data collected from CommBank customers is being broadcast across oOh!media’s national portfolio in an Australian first for out-of-home (OOH) advertising.

Answers to a series of questions about real challenges facing Australians are being collected via CommBank ATMs and online as part of its ‘CAN’ brand campaign.

They are appearing on over 1,100 of oOh!’s digital screens in CBD office towers, cafes, airports, retail centres and on large-format roadside billboards. Results from the survey from both national and local levels will be broadcast across Australia via oOh!’s digital OOH portfolio.

Australia: Adshel To Automate OOH Ad Workflow In Australia Through New Partnership

In an APAC first, Adshel has moved to automate the workflow for the buying and selling of out-of-home (OOH) advertising through a strategic partnership with Rubicon Project.

In a phased launch, Adshel’s inventory will be integrated with Rubicon’s Guaranteed Orders platform, commencing with its Adshel Live and Adshel Rail digital panel inventory.

From April 2017, agency and in-house trading desks will have access to Adshel’s digital panel inventory in Australia, with transactions facilitated through the Guaranteed Orders interface. Media buyers will be able to use this sales automation technology to select digital panels and specify desired audience targeting using various datasets associated with each outdoor media asset, such as audience attitudes and behaviours, location datasets and campaign audience reach and frequency scores, via the Outdoor Media Association’s OOH audience measurement metric, MOVE.

Australia: Pharrell Williams Features In Global OOH Campaign On Road Safety Via JCDecaux

JCDecaux Australia will be one of 70 countries to feature the first worldwide out-of-home (OOH) campaign on road safety.

Developed in Paris in partnership with the Fédération Internationale de l’Automobile (FIA) and JCDecaux, the campaign is supported by famous ambassadors to promote simple and universal messages to save lives on roads.

Featuring the hastag #3500LIVES, the OOH campaign aims to raise awareness and prompt all road users to adopt simple, easily applicable and efficient rules.

South Africa: More digital, in out of home too

By Jean Sebastien Decaux

There are a number of reasons why OOH continues to grow in the new digital economy and these are particularly pertinent in developing markets, in Africa generally and beyond.

The outlook for 2017 is that it is likely to be a pivotal year in advertising with more rapid growth in digital advertising in emerging markets likely to make the penetration of this sector match that of the more developed markets by the year-end.

South Africa: Five reasons OOH is a great way to reach Millennials

Born between the early 1980s and early 2000s, Millennials are presently between 17 and 37 – i.e. coming of age or in the prime of their lives.

They are one of the biggest segments of the population (there are just less than 20 million Millennials in South Africa) and one of the largest generations in history, as they make up 21% of consumer discretionary purchases (in the US), exceeding a trillion dollars in direct buying power and influencing older generations.

Kenya: Kidero orders destruction of billboards

Governor Kidero has ordered the removal of all billboards that have led to cutting down of trees in the city within the next seven days.

Nairobi County has ordered the removal of all billboards that have led to cutting down trees in the city within the next seven days. This comes after an outdoor advertising company, Magnate, sparked outrage among city dwellers after several trees along Magadi road, Limuru road around Parklands and City Park were trees were brought down to pave way for billboards.

FEPE OOH News 30th March 2017