EUROPE NEWS

FEPE: Key clients to address Out of Home’s biggest issues at FEPE International Congress

Barry Louth, Head of UK Media Planning of European pay-TV leader Sky and

Richard Brooke, Media Operations and Strategy Director of Unilever (Europe) will address some of the key issues facing the global Out-of-Home industry at next month’s FEPE International Congress in Stockholm.

Speakers already announced include Carat Global President William Swayne, who will give the Keynote Address to open the Congress, and new FEPE board member Noomi Mehta of Selvel One who will discuss the rapidly expanding Indian Out-of-Home market.

The Congress, with the theme ‘A Time of Revolution – Earning the Right to Win,’ will be held in Stockholm from June 7-9.

Sky Head of Media Planning Louth will discuss the importance of Out of Home to the UK’s biggest advertiser, alongside Paul McCormack of Rapport, Sky’s Out of Home specialist agency. Unilever’s Brooke will outline how the rapidly expanding global Out of Home industry should address the issue of sustainability, a key plank of Unilever’s corporate and marketing philosophy.

Other speakers include Eric Newnham and Adrian Skelton from specialist agency Talon, who will give a rare insight into one of the UK’s biggest and most successful Out of Home agencies and the issues the wider industry faces.

Barry Frey, president of Captivate Network and chairman of the Digital Place Based Advertising Association (DPAA) will reveal how digital Out of Home is overtaking home-based TV and video as the medium of choice for farsighted advertisers. Also on the subject of digital, FEPE International Executive Director Designate Bob Wootton, former Head of Advertising at the UK’s ISBA advertiser association, will a chair a panel on the live issue of Programmatic Advertising with representatives from all sides of the industry.

FEPE International Executive Director John Ellery says: “We believe this is the strongest line-up of speakers we have assembled at Congress, consisting of senior people from all sides of the industry who will be able to give delegates enormously valuable insights into the issues facing the global Out of Home industry and show clearly how we can move forward successfully together.”

The full speaker programme is available to download from the FEPE homepage www.worldooh.org

UK: JCDecaux unveils two new West London Towers – The A40 Tower and The West Cross Tower

JCDecaux has added two new digital Towers in the affluent west London Corridor.

These new locations deliver 3.8 million viewed impressions every week driving scale and reach in the Extra-Large OOH sector. Situated near the Westfield London Shopping Centre on two of the most important routes in London, the A40 ‘wealth corridor’ and the West Cross Route, JCDecaux continues to build a high quality channel of communication.

The Channel now delivers 25 million viewed impressions across 11 Towers and 16 screens in West London. The A40 links affluent commuters including Oxfordshire and Buckinghamshire with central London. The A40 Tower and West Cross Tower, deliver 10mm pixel digital screens for HD quality display providing a rich canvas for brands.

Spencer Berwin, Co-Chief Executive Officer at JCDecaux, said: “The A40 Tower and West Cross Tower are the next step in our Extra-Large digital tower expansion across London. The Towers demonstrate our promise to the market to build the best locations, the best quality screens and deliver a brand safe environment. These towers will further strengthen our position as the market leader in terms of digital impressions, and enable our clients to showcase their brands on our high impact HD quality digital channel.”

UK: Heathrow Airport launches premium digital ad opportunity for brands at T5

Heathrow Airport has unveiled a new premium ad space giving brands an opportunity to reach business leaders and some of the world’s richest leisure travellers.

The ‘T5 Immersion’ is located on the new British Airways first class security route, and consists of 15 high-definition digital totems lining the exclusive passenger route from security to the first-class lounge. Over 2,000 passengers are expected to pass through the route every day, including British Airways First Class ticket holders, Gold Card members and their guests.

Outdoor advertising company JCDecaux, the business behind the installation, said the route is used by the most select and discerning customers at Heathrow.

UK: Admedia Nexus Goes Live

Admedia have officially launched Admedia Nexus – the first large format landscape digital network to connect the UK’s top 20 conurbations.

The 16 full motion screens across top motorway service areas went live on the 10th of April, to coincide with the significant increase in motorway traffic during the busy Easter period. INRIX Roadway Analytics (2017) indicated that the Easter Bank Holiday brought a 28% increase in motorway traffic. April’s launch of Admedia Nexus involved various campaigns from top advertisers including O2, Confused.com, Highways Agency and Paulton’s Park, who were able to take advantage of targeting a relevant and increased audience over the Easter period.

As a crucial stopping point for millions of motorists each week, motorway service areas attract a range of key audiences including family, SME, travel & tourism, entertainment & leisure, motoring and CTN.

UK: Volvo stages Scandinavian-styled sanctuary

Volvo Car UK is bringing a Scandinavian sanctuary to London, following similar activations in Edinburgh and Manchester, offering members of the public a retreat from the stresses and strains of daily life.

The ‘Escape the City in your City’ pop-up studio opened in Edinburgh’s Castle Street on 18 April for four days and took place at Manchester’s Spinningfields from 24-30 April. This week (2-5 May) it will take place near London’s Canary Wharf. The studio is offering a selection of relaxing and complimentary 30-minute sessions, including yoga, Swedish massage, meditation, art classes and guided run clubs.

UK: Pringles creates edible cloud based on the nation’s favourite flavour

Crisp brand Pringles created an edible flavour cloud in London on the 26th April with TV personality, Kelly Brook.

The invention was developed following a survey, conducted by Pringles, which asked people to predict food technologies of the future. Submissions included a pill that delivers all of the flavours in a meal, to a snack drawer that automatically replenishes stock.

Most Brits believed it would be 2037 before they could taste on their favourite flavours in the air, but Pringles has proved them wrong with today’s stunt.

Germany: Multiple language digital out-of-home campaign targets German travellers for Commerzbank

PSI, Posterscope’s international division, and Vizeum, have deployed a unique digital out-of-home (DOOH) campaign in multiple international airports for Commerzbank using the Liveposter Platform.

The campaign, aimed at business travellers, appears at Paris CDG, New York’s JFK and London’s City and Heathrow airports and will run on DOOH screens throughout the airports and departure lounges for the next two weeks. Activating flight departure data across key international airports, the campaign serves highly personalised messages to German travellers in their native language, outside of their homeland.

The campaign creative is presented in each country’s local language and flight departure data is used to trigger dynamic messaging in the German language, served to the appropriate screens and locations, as flights to Germany prepare to depart.

France: Leading French healthcare display network to use BroadSign’s automated CMS

Ad tech company BroadSign, LLC’s automated digital out-of-home software has been selected by IDS Santé, a subsidiary of IDS International, to power its healthcare waiting room network, Comment Ça-Va? The partnership digitizes the waiting room experience to prepare patients for their upcoming appointment and encourage a healthy lifestyle.

For initial deployment, 400 screens were installed in waiting rooms in 100 doctor’s offices. Using BroadSign’s automated CMS, news feeds, medical center information, health tips, quizzes and ad content is displayed on 43 inch LED screens to 800,000 patients each month. By 2020, IDS Santé plans to expand its network to 1,500 screens across 500 locations.

“Seeing as they are already serving the Australian and American healthcare markets, BroadSign had an excellent understanding of our needs,” said IDS Santé CEO, Frederic Faurennes. “The BroadSign software allows each location to display their own content, without having to manage hundreds of playlists, and the integrated reporting tools offer total transparency to our customers. This keeps us aligned with new French regulations regarding digital advertising. Furthermore, BroadSign Mobile is a promising feature to enable our customers to extend their advertising to patients’ smartphones.”

USA: OOH – Harnessing the Power of Audience Location Intelligence

Geolocation data continues to become more accurate and reliable, giving advertisers the best opportunity to reach audiences in real time with extremely targeted messaging. Writing exclusively for ExchangeWire, Kym Frank, President, Geopath, talks about how measurement, optimisation, and attribution will be key to the growth of the OOH industry.

In the past, the out-of-home (OOH) industry was considered difficult to measure, lacking access to the type of big data that the internet was able to generate about audiences. All of that is changing. In fact, the surge of geolocation data harnessed from sources such as carrier data, mobile ad networks, GPS, mapping apps, sensors, beacons, and beyond, empowers the out-of-home industry to meet and, in some cases, exceed the measurement of other advertising channels.

OOH is in a position to not only be authorities in their medium alone, but to be leading experts in audience location intelligence. Geolocation data is currently being used in a variety of innovative ways within the OOH ecosystem.

Audience Targeting

Geolocation data empowers the OOH ecosystem to understand what kind of people can be best reached in what locations, and when. This goes far beyond the simple age and demographic information of the past, with more sophisticated targeting based on behavioural information like amount spent at fast food restaurants, plans to enroll in a university, and likelihood to be in the market for a new car.

Kym Frank will also be speaking at the FEPE Stockholm Congress

USA: Ad uses bulletproof posters to take aim at gun-control law

The advertisement, published Thursday morning by gun-control advocacy group Americans for Responsible Solutions, shows people interacting with posters in three cities — New York City, Chicago, and Washington, DC.

Each poster is made from bulletproof Kevlar — with real bullet holes to prove it — and contains an ominous message about gun control.

“This poster protects you because our gun laws don’t,” one poster reads in bold print. “In case of gunfire, hide behind this poster,” another one says.

USA: Times Square’s Glitzy Look was One Man’s Bright Idea

Douglas Leigh’s ability to imagine new kinds of advertising shaped the signs of the city "From the beginning of time, darkness has brought on fear," sign designer Douglas Leigh said. "Lighting lifts the spirits. The lights of Times Square are Leigh’s best-known legacy.

On this day in 1937—80 years ago—he took a big step forward when he introduced the first animated electric sign, a precursor to modern LED billboards. “It used 2,000 bulbs and its four-minute show included a cavorting horse and ball-tossing cats,” according to Today in Science History.

The sign—photographs of it are unfortunately lost to posterity—was designed by Dorothy Shepard, a talented mid-century billboard designer and graphic artist, but Leigh masterminded the project. It was an innovation in lights that came to characterize mid-century American cities almost as much as neon.

In a time when people didn’t own television sets and may not have had the money to go to the movies, it was also a five-minute-long free show.

Australia: APN Outdoor leading the digital revolution, headed for 100 screens in 2017

Leading Outdoor operator APN Outdoor, has launched into 2017 with impressive momentum continuing to lead the way in the digital roadside space.

On top of their already impressive portfolio across the country, the Outdoor leaders have announced several new sites that will be coming on line later this year. APN Outdoor’s, total number of Elite Screens in the ground, stands at 74, with 22 further sites approved and their construction imminent. With the combined built and approved number standing at 96, APN Outdoor’s toward 100 strategy for 2017 is in full swing, with no signs of slowing down.

The approach toward growth has been sustained and strategic, with a focus on a balanced national footprint and the highest quality locations, always paramount. APN Outdoor’s high calibre approach also extends to the hardware itself, affording the highest quality assets with market leading resolution as standard.

Australia: Havas Australia Launches New OOH Agency Down Under

Havas Australia has announced the launch of a new agency unit that specialises in out-of-home (OOH) and local media communication strategies.

Based on behavioural data, proprietary software and geo-located mobile technology, Adcity is designed to change the rules of how OOH can now be bought and planned by enabling clients to target individual consumers with more accurate and effective OOH advertising.

Having already launched in Europe, Asia and Latin America, Adcity’s mission is to create targeted and integrated cross-channel solutions through a powerful mix of digital OOH inventory and data-driven behavioural planning.

South Africa: Lyn Jones joins In Touch Media

Lyn Jones has been appointed as regional manager for In Touch Media, a South African independent Out of Home (OOH) media company.

“I look forward to growing and developing In Touch Media’s strategic and implementation services to benefit brands and the OOH sector as a whole,” says Jones.

Previously, Jones was the marketing and research manager for JCDecaux in sub-Saharan Africa (formerly Continental Outdoor Media), a position she held for nearly 12 years. She has also played a role in the development, registration, and research methodology for the OMC ( a non-profit organisation for the OOH industry) and Road Survey.

Nigeria: Why we appointed Utomi, Akande as patrons —OAAN President

The need to re-strategise and have influential Nigerians as the voice of Outdoor Advertisers’ Association of Nigeria (OAAN) has been adduced as a key reason for the recent choices of renowned economist, Professor Pat Utomi and the President of the Lagos Chamber of Commerce and Industry (LCCI), Dr Onikepo Akande as patrons of the association recently.

It is of note that the outdoor advertising landscape in the country, especially Lagos, has suffered series of hiccups, occasioned by what many have described as unbending and unfriendly regulations in the sector, of late.

India: OAC returns to Mumbai on 28 July

The Outdoor Advertising Convention (OAC) returns to Mumbai for its 13th edition, scheduled to be held at Renaissance Mumbai Convention Centre on 28 and 29 July 2017. The two-day convention will feature presentations and panel discussions by leading brand marketers, global OOH leaders, technology experts and consultants.

The event is expected to draw the participation of 500 plus heads of OOH media owning firms, specialist OOH agencies, brand marketers, civic authorities and a gamut of OOH solution providers.

FEPE OOH News 4th May 2017