EUROPE NEWS

UK: Join Mediatel for January's Out-of-Home Summit

Mediatel is hosting its first Out-of-Home Summit on 23 January, bringing together key players to share their views on the sector's newest developments and challenges, and OOH's role in the media landscape.

The event, which runs from 2pm - 6pm, will open with Mediatel's Editor-at-Large, Dominic Mills, interviewing Simon Valcaral, Head of Creative and Media at O2.

The OOH industry has spent significant sums to expand its digital capabilities but faces challenges common to others in the industry right now to grow its share of ad revenue. We will take on a number of key issues, including OOH's role in brand building; the contextual opportunities now on offer; and how it will be traded in the future.

Speakers include:

Dave King, Managing Director, Exterion Media UK

Craig Mawdsley, Joint Chief Strategy Officer, AMV BBDO

Mungo Knott, Director of Insight and Innovation, Primesight

Dallas Wiles, Commercial Director, JCDecaux

Sophie Pemberton, Strategy Director, Talon Outdoor

Jo Blake, Head of Adcity, Havas

Tim Bleakley, CEO, Ocean Outdoor.

Full details can be found here.

Ireland: JCDecaux to support three charities for two years

JCDecaux will once again be working with three partner charities for a two year period, as and from this month.

The partner charities for 2018/2019 are Alone, Barnardos and Fighting Blindness. JCD will be donating over €2 million worth of outdoor media space over two years to support each charity in their efforts to raise awareness and drive fundraising.

JCD has operations in over 75 countries and a presence in 4,280 cities with ad formats across airport, transport, retail and roadside sites, including almost 54,000 digital screens.

The company provides bike-share rental schemes, including the Just Eat-sponsored DublinBikes run in tandem with Dublin City Council. In Ireland, JCD has offices in Dublin and Belfast. The company manages the Luas advertising contract in Dublin, along with back illuminated and scrolling Metropoles and Metropanels. This time last year, JCD took over the rights and maintenance of 1,843 bus shelters and 3,726 panels. In Northern Ireland, JCD handles the NITHC rail portfolio.

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Ireland: PML rolls out new platform for Lottery

In an Irish media first, PML Group has delivered dynamic digital out of home (DOH) at scale in a campaign using its proprietary dynamic platform.

Working with Starcom and Rothco, PML rolled out its new capabilities with a National Lottery campaign which encompasses a live countdown clock to the Millionaire Raffle taking place on New Year’s Eve. €1 Million Guaranteed winner plus over 5,000 cash prizes will be won on December 31st.

The platform enables digital campaigns to run seamlessly across multiple networks and media owners. It uses a range of available data sources to optimise the communication across the day, week or campaign period and provides full control over the content without the need to individually supply media owners’ systems. Research has shown that OOH using dynamic digital content boosts overall effectiveness by an average 19 per cent.

The live countdown clock features on the Clear Channel’s new Tesco Live screens, the city centre street side Orbscreen network, and mall digital encompassing Exterion Media’s dPods and JCDecaux’s iVision. Supplementing the dynamic digital is a heavyweight national 6 Sheet campaign comprising bus shelters, Adshel and Adboxes.

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UK: JCDecaux launches the Hull Digital Network

As the market leader in digital street furniture, JCDecaux’s Edinburgh and London portfolio delivers 55% of the weekly viewed impressions in this environment (Route 25).

The company is now extending this presence into a third city, with the launch of 10 new double sided free-standing digital 6-sheets in Hull. Hull was awarded the UK City of Culture 2017, an award given every four years to a city demonstrating the belief in the transformational power of culture, and in its inaugural year Hull has hosted over 450 events, exhibitions and cultural activities.

This has attracted over 1.4 million visitors to the city and provided a £1bn boost to Hull’s tourism economy (hull2017.co.uk). With a mix of retail including House of Fraser and Debenhams, Hull is a top 40 UK city with an annual retail spend of £428m (CACI).

The new digital assets provide advertisers with an unmissable opportunity to engage with audiences as they move around the city. In Q1 2018, JCDecaux will further expand its digital street furniture portfolio into the City of Bristol.

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UK: 2018: A big year for the Out-of-Home Specialists

Roy Shepherd, Head of Out-of-Home at Goodstuff

The Out-of-Home Specialists (Kinetic, Posterscope, Talon, Rapport and others) have managed their fair share of change in recent years as the industry readies itself for increased connectivity, automation and data-led targeting.

Out-of-Home media is evolving, becoming more fragmented, with data enabling increasingly bespoke solutions aligned to advertiser requirements. The growing role of the channel means it’s increasingly important that Out-of-Home strategies align with other media and for media agency planners in particular to develop expert knowledge of the channel. And so, in response to this, a number of agencies, including Goodstuff, have developed their own Out-of-Home resource, providing greater access to planning and investment expertise for planners and clients alike.

At Goodstuff we’ve built an in-house team comprised of four full-time members dedicated to Out-of-Home innovation, planning and investment. It’s helping us create award winning work that pushes the limits of inventiveness and efficiency for our clients.

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UK: OLYMPUS Stratford, the UK’s largest commercial advertising banner

Bohn Associates Ltd is delighted to announce it has been granted consent to display advertising on the NW elevation of Morgan House, a 14 storey commercial block in the centre of Stratford.

The location has not been available for advertising since the London Olympics in summer 2012 & this represents the first time it’s accessible to non-Olympic brands to book. In recognition of the association with London 2012 the site has been named OLYMPUS.

Many will remember this location from the London Olympics where BMW wrapped all 4 sides of the building, but given the major investment in the development of Stratford since the Games in 2012, with adjacent residential towers, we are wrapping the main elevation facing NW towards the transport hub, Olympic Park & Westfield.

A lot has happened at Stratford since London 2012.

The Olympics kick started the redevelopment of this area creating a ‘Lasting legacy for London’, the title of a supplement published in the London Evening Standard recently & there have been many follow up articles since.

The area has seen a massive programme of residential development, shifting the focus of London eastwards & attracting a new younger professional audience to one of London’s most diverse Boroughs.

The Olympic Park has a tech hub Here East & International Quarter attracting a range of businesses (eg Ford & BT Sport), Universities (UCL & London College of Fashion) & major cultural oranisations (Sadlers Wells & the V&A Museum).

Westfield Stratford has become established as one of London’s main malls with 46 million visitors pa, matching their White City centre in the west & the Olympic Stadium continues to attract big events like last year’s IAAF London Championships & Para Athletics, as well as regular Premier League football with West Ham.

Stratford Centre, the established local mall which sits below the site has 24 million visitors pa.

The Stratford transport interchange handles over 105 million journeys pa (excluding the bus station).

Ian Bohn commented ‘This is a location we expect will appeal to major brands with big things to say in 2018. This is the biggest site in the UK & in a location that is a flagship for the expansion of London to the east in terms of population, business, retail, leisure & culture, in London’s most diverse Borough. We hope to see our first advertiser in situ during Q1.’

UK: OOH trends for 2018

A good year for out-of-home advertising

2017 was a good year for out-of-home advertising: the popularity of OOH has grown, whilst other formats have floundered. And innovations in the way OOH is done have resulted in a diversity of outdoor ads.

We’ve seen state of the art technology creatively used to deliver integrated campaigns like Cancer Research’s Race for Life campaign and National Geographic’s #SaveTogether campaign.

Digital out-of-home advertising has grown as a proportion of all OOH spending, reflecting the new possibilities for brands to make an impact. And all this despite uncertain economic conditions. We’ve also witnessed the growing integration of mobile and OOH.

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Turkey: MAC Lights Up Programmatic OOH To Drive Footfall In Stores

MAC Cosmetics wanted to increase footfall to its three most important storefronts in Turkey.

The makeup brand buys out-of-home inventory on mall displays to drive awareness, but it wanted a less static and more measureable way to target shoppers and get them in store, said Tugba Cetegin, marketing manager at MAC Cosmetics in Turkey.

“For us, traffic is the key measurement,” she said. When MAC’s agency, Mindshare, suggested trying programmatic OOH as a more dynamic and measurable solution to drive traffic, Cetegin was all-in. “Traditional outdoor campaigns are nice for awareness, but you can’t track or measure them,” she said. “That’s why we chose programmatic.”

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AMERICAS NEWS

USA: Billboard Insider’s Six Stories to Watch in 2018

Here are six out of home stories Billboard Insider thinks are worth watching in 2018.

Clear Channel Outdoor Gains Freedom?

Insider expects iHeart Media to go bankrupt during 2018. As part of the process Clear Channel Outdoor shares will either be sold or transferred to iHeart’s creditors. Insider thinks this will be a good development for Clear Channel Outdoor by removing distractions and allowing it to use cashflow to grow.

Regulatory Relief

The Trump administration is reducing regulatory burdens on business. The effect has been most pronounced at the FCC and the EPA but out of home companies benefited from the Department of Labor’s decision to ease OSHA recordkeeping requirements. Expect to see more in 2018.

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USA: Recreational Marijuana Use Is Now Legal in California. Here Come the Ads

Harold, Kumar, Cheech, Chong, Snoop Dogg, those hapless dudes from Pineapple Express.

These famous folks, both real and cinematic, are out and proud pot smokers. But what about your neighbor, your co-worker, your grandma?

MedMen, the largest retailer of legal marijuana in Southern California, aims to show the breadth of modern cannabis customers with its current advertising campaign dubbed “Faces.” And for a high-profile splash, so to speak, the brand is wrapping the famous Whisky a Go Go nightclub on the Sunset Strip with a number of ads—in what may be the largest-ever outdoor cannabis display.

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USA: Forecasting of LED Display and Signage Marketing

Market research shows that the global consumption value of a complete signage and display system based on LED has reached new heights in 2017 at an estimated cost of $56.5 billion.

However, this overall number does not convey many different ways that LED displays are applied in professional displays. It is estimated that LED display marketing will be classified based on specific applications, including indoor and outdoor led displays (such as road digital signage) and indoor screen buildings at airports, bus and train terminals etc.

Considering the classification of these segments, one of the most significant trends is the migration of large-scale LED arrays from the traditional outdoor venues to the interior space.

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USA: Geopath Enjoys Strong Membership Growth in 2017

Geopath, the not-for-profit organization providing audience location measurement to the out-of-home (OOH) industry, today revealed that 44 agencies and out-of-home media owners joined the organization in 2017, representing a 10% increase in overall membership. Geopath continues to strengthen its membership base as the company prepares for the launch of the Geopath Insights Suite, the company’s enhanced audience location measurement platform, in 2018.

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AFRICA NEWS

Nigeria: 2017, year of mixed feelings for advertising

Perhaps, the worst hit sector in the industry, in the outgoing year, remains the Out –of- Home sector in the advertising landscape.

Besides the economic recession that ravaged different sectors of the nation’s economy, and which also took its toll on the outdoor advertising business, another major challenge faced by practitioners in the sector during the year was over-regulation, especially from Lagos State government, a development many believe, has not helped the cause of outdoor business in the state.

It is on record that practitioners here have been having a running battle with the Lagos State Signage and Advertising Agency (LASAA), the agency saddled with the responsibility of regulating outdoor advertising in the state, over some of the policies of the agency, considered inimical to the growth of outdoor advertising business in the state.

Full article here

ASIA NEWS

India: New-age outdoor ads are here: Digital screens on cabs displaying based on your age, income

Adonmo has digital screens on cab tops that identify time, location and a person’s income, age and gender and displays relevant advertisements.

When colleagues Sandeep Bommireddi and Sravanth Gajula were looking to venture into entrepreneurship, they were looking for meaningful problems to solve when Sandeep was reminded of his previous startup 7Pages, a designer notebook company that had inspirational entrepreneurship stories. An otherwise successful startup saw its demise due to the high cost of advertising for scaling up.

Sandeep and Sravanth decided to tackle the problem of expensive outdoor advertising. For reference, on an average, a hoarding costs at least Rs 5 lakh per month while advertising on a foot-over bridge costs around Rs 8 lakh per month, says Sandeep.

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