FEPE OOH News 3rd May 2018

FEPE OOH News 3rd May 2018


FEPE: Out of Home world’s top managers and personalities to share their knowledge at FEPE International Sorrento Congress

Many of the top names in Out of Home worldwide are speaking at the forthcoming FEPE International Congress in Sorrento to be held on June 6-8.

Posterscope’s outgoing global CEO Annie Rickard will deliver a keynote on the evolution of of the Out of Home specialist agency while Ocean Outdoor CEO Tim Bleakley will host a 3 handed presentation to describe how an important London landmark, the iconic Piccadilly Lights, has been reborn through the application of digital technology.

Brendon Cook, CEO of Australia’s oOh! Media will outline some of the challenge of posed by the online world will call to the OOH industry not to devalue the medium by following an “impression only” approach.

Primesight CEO Naren Patel and Justin Cochrane from Clear Channel UK will join a panel to discuss how OOH can support its value proposition and Ströer Group Co-CEO Christian Schmalzl will discuss the live issue of automation in the OOH industry with Talon Outdoor founder and CEO Eric Newnham, moderated by journalist and industry commentator Dominic Mills.

Delegates to the Congress will also be given an overview of the Italian marketplace by Fabrizio Du Chene de Vere, Direttore Operativo presso IGPDecaux, a 37-year veteran of the Italian Out of Home industry.

Further speakers and a full Congress programme will be announced shortly.

FEPE Executive director Bob Wootton says:

“FEPE Congresses look at the big issues impacting the global OOH industry and also offer delegates valuable insights into the business of navigating such a rapidly-changing world. “With some of the industry’s most capable operators sharing their knowledge and the secrets of their success, Sorrento should educate and inform as well as inspire.”

For further information see www.worldooh.org

UK: Signkick Announces Brand Split

Since 2012, Signkick has been on a mission to make the planning and purchase of Out Of Home advertising simpler, more automated and connected.

We are pleased to announce the next step in the Signkick journey, which will enable us to achieve this mission better than ever before. As of today, Signkick will be divided into two entities – Signkick and Bubble Outdoor.

The rapidly expanding SaaS software side of the business, formerly Signkick Tech, will take the Signkick name and brand forward. While the online OOH media sales platform, formerly known as Signkick, will be rebranded as Bubble Outdoor. Signkick will be headquartered in London, with a development office in Amsterdam, and concentrate on delivering software for media owners, led by and CEO Tobias van Amstel with support from CTO Sebastiaan Schinkel and CCO Andy Hamblin.

“It has become increasingly obvious, through our conversations with media owners, that there is real demand for high-quality, self-branded software, that automates the planning, purchase and delivery of their OOH offering.” Andrew Hamblin, Signkick.

Signkick’s flexible, cloud-based SaaS products are created exclusively for media owners, helping them to make the planning, purchase and execution of their OOH advertising spaces simpler, more automated and connected.

Bubble Outdoor will operate the online platform at bubbleoutdoor.com, enabling live automatic trading for businesses and individuals searching, planning and purchasing OOH advertising. Bubble Outdoor will continue with guidance from industry stalwart Nick Jarman (founder of Talon Outdoor) and an experienced media team including Matt Stubbings (formerly Kinetic WW, Primesight and Posterscope) and Louise Chick (formerly Rapport).

“Bubble’s new look signals big plans for the future, including broadening the choice of posters available and offering new ways to target audiences.” Matt Stubbings, Bubble Outdoor

“With both Signkick and Bubble Outdoor growing at pace, we believe that splitting the company will ensure we deliver on their potential in a way that best serves our customers. We are very excited about their futures” Tobias van Amstel, Signkick.

Find out more about Signkick at www.signkick.com or Bubble Outdoor at www.bubbleoutdoor.com

UK: Voodooh and Quividi Collaborate to Support Smart Digital OOH Experiences

Voodooh, independent creative, operations and systems experts for Digital OOH, and Quividi, the global leader in Digital OOH Analytics and Interactivity, announce a formal partnership.

The first phase of the partnership will see the two partners work on supporting audience-aware experiences, using real-time data to make creative and messaging more engaging and effective.

Quividi’s data enables targeted, interactive and intelligent Digital OOH content, that reacts and adapts automatically to its audience, while respecting personal privacy. Voodooh facilitates the relevant tech integration and management to ensure clients are always benefiting as much as possible from the inherent intelligence within Digital OOH ecosystems.

"With our long history of working with the world’s largest out-of-home media owners, voodooh is uniquely qualified to not only understand their day-to-day operational ecosystems, but also the additional opportunities offered by integrating additional data systems like Quividi" says Martin Ayrton, voodooh’s CTO.

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UK: ADI and intu Epoch screens nominated for Install Award

ADI are finalists in the Install Awards 2018 in the category of Retail/DOOH Project of the Year thanks to the innovative Epoch screens created for intu Lakeside.

A triple LED screen solution provided a challenging and complex installation in a premium retail venue, with ADI delivering the first revolving screens in a UK shopping centre. In summer 2017 ADI installed Epoch screens at intu Lakeside - followed by intu Metrocentre, intu Merry Hill and intu Braehead - in order to engage customers further and enhance intu's advertising offer, thanks to the screens unique ability to revolve between landscape and portrait formats.

At intu Lakeside the desired location of the dual-sided Epoch 230s and the requirement for them to revolve and rotate in complete synchronicity added complexity for the installation team, along with working at height (30 metres above ground level) and within a compact space with restricted access routes.

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Netherlands: Peugeot Taps Real-time Data For OOH Campaign

Peugeot is among the first advertisers to tap a new offering that delivers more targeted, programmatic, data-driven, out-of-home campaigns.

Broadsign, a digital out-of-home (DOOH) marketing platform for media owners, and OutMoove, a specialized out-of-home buying platform, have integrated the Broadsign Reach supply-side platform with OutMoove’s outdoor demand-side platform to streamline the use of real time data-sources and precise screen targeting of global programmatic DOOH campaigns.

The new integration gives brands and agencies access to Broadsign’s global network of DOOH publishers with enhanced automation and data-centric campaign planning. To raise awareness of Peugeot’s commercial vehicle range among small to medium-sized business owners, Kinetic is using the new integration to implement an automated programmatic DOOH campaign across the Netherlands for the company.

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Europe: Digital Signage Federation Announces DSF Europe Leadership

The Digital Signage Federation (DSF), the independent not-for-profit trade organization serving the digital signage industry, and the Digital Signage Federation Europe (DSF Europe) have announced the newly elected leadership for the European Affiliate.

Dirk Huelsermann, Managing Director of STRATACACHE Capital, is the Founder and Chairman Emeritus of DSF Europe. Mr. Huelsermann has chaired the association since its inception for more than nine years and has said, “With this announcement, the aim is to help rejuvenate DSF Europe and continue to build a solid foundation that works on behalf of our members. The affiliation with the DSF will allow us to offer our members additional educational and professional development opportunities.”

Mr. Huelsermann also announced the two newly elected officers of DSF Europe. The new President of DSF Europe will be Simon Jackson, Vice President, Strategic & Vertical Sales EMEA, NEC Display Solutions. The new Vice President of DSF Europe will be Leif Liljebrunn, President and CEO of ZetaDisplay AB.

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USA: In a Fragmented Media World, OOH Aggregates Audiences

Mark Boidman Mark Boidman joined PJ SOLOMON in 2013 and is a Partner and Managing Director

In a Fragmented Media World, Only Out of Home Can Continue to Aggregate an Audience

In a highly fragmenting media market, OOH is the only channel that continues to aggregate an audience. Advertisers reliant on mass media channels can no longer depend on television. Advertisement placements for major television events typically demand the highest advertising rates, promising an unparalleled number of viewers. However, as viewership for these events falls, as it has for the Oscars, the Grammys, major series finales and even the Super Bowl, so too does the return on investment of these advertisements. Meanwhile, US consumers now have over 100 million total streaming subscriptions (providers include Netflix, Amazon, Hulu and HBO Now), greatly reducing the viewer base for traditional ad-supported television.

The impact can be huge—sources suggest paid streaming services can eliminate over 200 hours of commercial viewing a year for children. Competition from music streaming services such as Spotify and Apple Music, which boast a combined paid (ad-free) subscriber base of over 140 million users, and smart speakers, including the Amazon Echo and Google Home, have further pressured terrestrial radio. In one study (a), 39% of smart speaker owners reported using their device to replace time spent listening to AM/FM radio. OOH, on the other hand, has used technology to expand its exposure to reliable and actual traffic, unimpeded by forces devaluing other advertising channels.

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Canada: Brands and consumer centric marketing

It’s no secret to anyone in the media business that consumers’ media habits are majorly shifting. As we have become a mobile, urban society, with the populace out and about more than ever; we have also seen Out Of Home (OOH) advertising grow increasingly digital. This includes digitization of processes, services, data collection, targeting, ROI delivery, programmatic tools and digital screens.

In this environment, we also see digital and video everywhere, including outside the home. . How the advertising community is addressing these existential changes will be thoroughly explored at DPAA’s Video Everywhere Canada Summit to be held at Cineplex’s Rec Room in Toronto on May 14. Video Everywhere Canada marks the first Canadian Summit for DPAA – the global trade group representing the fast-growing Digital Out-of-Home (DOOH) industry, a sector seeing 13% YoY growth globally and which includes not just familiar digital billboards but screens in malls, gyms, elevators, cinemas, colleges, salons…everywhere!

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USA: Oahu Publications Inc., honored for innovation at mega-conference

The annual Mega-Conference, the only major newspaper industry conference of 2018, selected the Honolulu Star-Advertiser, Oahu’s sole daily newspaper owned by Oahu Publications Inc. (OPI), as the winner of its Innovation Award.

The Mega-Conference, held Feb. 26-28 in San Diego, selected the Honolulu Star-Advertiser for the creation and successful execution of its Digital Billboard Network (DBN), a new type of digital out-of-home (DOOH) broadcast system. “As Hawaii’s largest media company, OPI recognized the challenges and impact that new technology has had on the media landscape for media outlets and advertisers,” said Dennis Francis, president of Oahu Publications Inc. and publisher of the Honolulu Star-Advertiser in a press release.

“We leveraged our strengths to provide online video content that was relevant to consumers and advertisers, and as a result, created a new profit center using the latest DOOH technology that generated over $1.2 million in annual incremental revenue during its first year.”

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Australia: APN Outdoor brings new B-Line Buses to advertisers

The company has added Northern Beaches’ new B-Line bus service to its Sydney Transit Network.

APN Outdoor has created a new opportunity for advertisers to reach consumers with the addition of the Northern Beaches’ new B-Line bus service to its Sydney Transit Network.

The B-Line service launched in late 2017, providing a fleet of 38 yellow double-decker buses covering some of Sydney’s busiest thoroughfares from Mona Vale to Sydney’s CBD, including Military Road.

The already popular service, which runs seven days a week from 4.30am to 12.30am, will extend further up the Northern Beaches to Newport in 2018.

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Australia: oOh!media Renews Contracts With Two Aussie Universities

Outdoor media giant oOh!media has announced it will upgrade its Study network with the further digitisation of its inventory after securing long-term contract renewals with both the University of Sydney (USYD) and the University of Western Australia (UWA).

This is the continuation of the growth plans for the Study network, which has trebled in size since it was added to oOh!’s offering in late 2012. Under the agreements, oOh! will install new slimline screens as part of UWA’s own $80 million investment into campus refurbishments, which are due for completion in 2020, with oOh! also set to convert all USYD classic panels to digital formats.

Adam Cadwallader, group director of Locate by oOh!, said: “The Study network has now trebled to more than 100 campuses since 2012, and now comprises of a unique offering made up of digital and classic panels strategically located in high dwell areas, including student lounges, cafeteria’s and student unions in most campuses across Australia.

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South Africa: Reaching audiences through simultaneous, cross-channel messaging

The out of home advertising sector has seen extensive growth in recent years with digital outdoor innovation at the forefront. Day part, Audience, Drive time and Relevance have laid the foundation for JCDecaux’s successful Roadside Digital offering.

Furthermore, JCDecaux’s introduction of Dynamic Smart Content delivers creative messages based on weather, geo-location, social media and RSS feeds.

Building on this, JCDecaux is now evolving in a way that allows us to offer ‘On Demand’ and ‘In-the-Moment’ marketing and media solutions.

The launch of our new Roadside Digital Plus has improved planning and buying agility (time and location), saliency, targetability, synergies and synchronizations – opening the door to more symbolic synergies with other day-part targeted media channels and contextual communications.

With the launch of the Roadside Digital Plus, JCDecaux together with House & Home identified an opportunity to advertise the ‘Heydays’ promotion through a real - time planning solution. The visually stimulating adverts were flighted in conjunction with corresponding radio adverts on a variety of local radio stations.

The main objective for House and Home was to build their overall brand, while showcasing their extensive lifestyle range to drive feet to store and ultimately increase sales. The Roadside Digital Plus innovation was a first of its kind for the retail giant, and an exceptional illustration of media synergy which allowed mobile drivers the opportunity to simultaneously see and hear the campaign while out and about, day to day.

“The decision taken to use this line of marketing was a first for the House & Home brand in many years, and coupled with the great media offered by JCDecaux, could not be overlooked as far as a trial run was concerned. “While it's always difficult to measure the true performance of such a media, one can always believe that it does a job in extending the Brand awareness, in providing visual support to a Brand, who is otherwise, centralized to Print and Electronic media formats”, says Sheridan Smit, divisional advertising manager - Shoprite furniture group.

Link to video: https://www.youtube.com/watch?v=jGlTEGtwm2w

Zimbabwe: Primedia Outdoor extends branding opportunities in the heart of Harare

In continuous efforts to develop new media opportunities for marketers, Primedia Outdoor has recently erected five innovative Prime Towers on the main highways leading into and out of the CBD of Harare, Zimbabwe.

Harare has a major population of 1.56 million people, making it the most populous city in Zimbabwe with a diversity of economic activities. Along with increasing urbanisation, these Prime Towers are perfectly located to extend the opportunity to reach large numbers of consumers and audiences on the move. To reach the highest traffic of consumers, these large, four-sided sites are located within the commercial hubs of the city.

Encircled by retailers, restaurants, banks, car dealerships and informal markets, these sites play an essential role in the path to purchase. The dominance offered by Prime Towers carry the capacity to entrench brand presence on the major arterials and are free to passers-by with an increased frequency of consumer exposure.

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India: Call for licensing system for hoardings in Kerala

The Kerala Advertising Industries Association (KAIA), an organisation of outdoor advertisers, has called for introducing licensing system for outdoor hoardings.

KAIA north zone president Prakashan Kuttamath said at a press conference here on Monday that display of unauthorised hoardings in public places was depriving local bodies such as Corporations, municipalities, and panchayats of revenue.

The licensing system would be a source of revenue for the local bodies, he added. Demanding that unauthorised hoardings be removed, he said that the association wanted government support for setting up plants for recycling flex material used in the sign printing sector. He also called on the government to intervene to protect the job of workers in the outdoor advertising field. The field was now facing problems, he added.

Association district secretary P. Vijayan said that the State general council meet and a family meet of the association would be held here on May 3.