FEPE OOH News 5th April 2018

FEPE OOH News 5th April 2018



FEPE: RBS CMO David and WFA President David Wheldon headlines 2018 FEPE International Annual Congress in Sorrento

Leading names from marketing, media and futurology have been announced as speakers at the FEPE International Annual Congress to be held in Sorrento from June 6-8. FEPE international is the leading worldwide organisation representing the Out of Home industry.

RBS Chief Marketing Officer and President of the World Federation of Advertisers David Wheldon (pictured), GPO Vallas CEO Gabriel Cedrone and Science Disrupt Co-founder Gemma Milne will all speak at this year’s Congress.

David Wheldon began his career at Saatchi & Saatchi before taking leading management roles at WCRS and Lowe Howard-Spink.

He then went on to lead marketing at Coca-Cola, Vodafone, Barclays and RBS which he joined in 2015. As WFA President he speaks on behalf of companies spending $90bn on advertising worldwide. A fellow of the Marketing Society in the UK, he has unparalleled experience of global marketing and media from both the client and agency standpoint.

Gabriel Cedrone is CEO of GPO Vallas, headquartered in Mexico City and one of Latin America's biggest Out of Home media owners while Gemma Milne is a noted science and technology writer and the Co-founder of Science Disrupt. A former Creative Technologist at Ogilvy Labs, she is one of the marketing world’s leading experts on the impact of technology in all its forms.

FEPE International Executive Director Bob Wootton says: “We’re genuinely thrilled to announce three such relevant and distinguished speakers for this year’s FEPE International Congress in Sorrento.

"David and Gemma are acknowledged global leaders in their respective fields and will offer Congress delegates a unique insight into the forces changing the Out of Home industry and the wider worlds of marketing and media today. We are also pleased to welcome Gabriel who will be able to update Congress on developments in some of Out of Home's most dynamic markets."

Further speakers and details of events at this year’s FEPE International Congress will be announced imminently.

UK: Unruly places outdoor ads around tech giants' offices to lure developers

Unruly has placed 29 outdoor ads that are designed to attract developers to join the rapidly-expanding ad tech company The ads are placed in main stations across London, including Kings Cross and Liverpool Street, and near some of the big tech companies’ offices around the capital.

The campaign posters pose a series of questions for any developers walking past, querying whether working for such large companies means their CTOs even know who they are.

Questions include: "Does Your CTO Even Know Your Name?", "Does Your CTO Even Know What You Do Best?", and "Does Your CTO Know What Drives You?".

Some of the questions are directed at specific names – both female and male. "With this campaign, we wanted to speak to both female and male developers who want to work somewhere where their voice can be heard and they can make a real impact,"

Unruly interim chief marketing officer, Diane Perlman, said. "It’s a well-known fact that gender diversity and inclusion across the tech industry isn’t what is should be. Only 14% of computer science graduates and 17% of professional software developers in the UK are women."

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UK: OOH today: money, Deep Throat and Jerry Maguire

Looking at the latest digital developments in out-of-home, Dominic Mills wonders if the sector can show its private equity owners the money fast enough

Walking round London last week, I saw one vision of the future of OOH - or at least a part that opens up the path to a tech-driven, data-opportunity, future. In fact I saw two examples of it: one (in Holborn, by the underpass close to Red Lion Square) was new and gleaming, the other somewhat shabby (and in the equally shabby so-called mid-town area between Holborn and Tottenhan Court Road).

The latter was black(ish), covered in graffiti and with the word ‘Wi-fi’ on the top. The former, tall (3m high), shiny, sleek and very modern-looking.

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UK: 8 Outdoor secures Emirates for one year on Terminal 5 site

8 Outdoor has partnered with Emirates, the Dubai-based airline, for a year-long domination of the digital out-of-home media owner’s Heathrow Terminal 5 site.

The only exterior large format digital screen at the airport’s Terminal 5, the site is situated in one of the most prestigious locations at Heathrow, reaching an audience of frequent flyers and C-suite executives arriving into the UK. 8 Outdoor launched the full motion site in April 2017, with previous advertisers on the screen including Jaguar Land Rover, Vogue and Ralph Lauren.

Cennydd Roberts, CEO, 8 Outdoor, said: “As we continue to expand as the fastest growing out-of-home media owner in the UK, we are thrilled to see our premium Terminal 5 screen attracting new advertisers of this calibre. Its positioning and impact is perfect for a client such as Emirates, taking advantage of the large format brand fame a screen in this location offers. In addition, the flexibility of our digital out-of-home portfolio allows for powerful and relevant contextual campaigns – perfect for a year-long domination.”

Joanna Mikolajczyk, Business Director, Arena Media, said: “8 Outdoor's Terminal 5 site is the latest addition to the Emirates long term holding strategy, which aims to bolster awareness at the key airports they fly from. Located at T5, the home of BA, it offers a great opportunity to showcase the Emirates routes and product offering to a key target audience."


USA: OAAA: What Does the Member Survey Tell Us About Tomorrow?

Nancy Fletcher OAAA President and CEO

The top priority for the out of home advertising industry – according to OAAA’s March member survey – is launching and implementing a vision/plan to position OOH for continued growth.

OAAA’s member survey (nearly 400 responses) provides a clear, unvarnished picture of what’s important, what we should accomplish, and what is worrisome. Respondents included account executives, principals, department managers, and general managers. Together, we’re trying to anticipate, prepare for, and embrace change.

Advertising guru Rishad Tobaccowala at Publicis Groupe recently said, “The advertising industry is organized to maximize the present, not the future.” In the OOH industry, we aim to maximize the future as well as the present. Our challenges and opportunities are not simple, easy, or solitary.

Canada: PATTISON Outdoor Reaches CARE Canada Donors with Digital Donation Wall in Support of the #SheToo Campaign

PATTISON Outdoor and its digital innovation arm, Fourthwall teamed up with Jungle Media to promote CARE Canada’s She Too movement in an interactive campaign that launched this week in Toronto’s PATH.

In the execution, a PATTISON digital matrix is reframed as a digital donation wall, where passersby are offered an opportunity to directly engage with CARE’s overall mission. The She Too campaign is a part of CARE’s March4Women initiative, which aims to overcome poverty and discrimination by creating equal rights and opportunities for women and girls in developing countries. “CARE’s She Too campaign is capturing the momentum of a global movement raising awareness and action for women everywhere. Not just in Hollywood or in North America, but in developing countries where women might not have a safe place to share their story and get support,” says Kasia Souchen, Digital Marketing Manager at CARE Canada.

“Together with PATTISON, we’re eager to engage with Torontonians on this important issue and offer an easy way to make a real difference in the lives of women and girls in developing countries.” Found in the Royal Bank Plaza of Toronto’s downtown PATH, CARE Canada’s four-week interactive stunt is a first for the charitable organization, and the Canadian Out-of-Home industry. With Fourthwall handling the production and installation, the “tap-to-donate” panel was designed to accept preset donations of $5 using a cashless payment terminal, accepting credit and debit cards as well as smart phone payments.

A full-motion digital spot, vinyl poster and branded payment panel were also designed by Fourthwall to direct passing donors to the terminal. To complement the campaign, brand ambassadors from CARE Canada will be scheduled on-site for a portion of the campaign to answer any questions consumers may have about the organization and its work.

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USA: Kinetic doubles up on CEO roles as former chief David Krupp moves on out

Out-of-home agency Kinetic North America announced the promotions of chief strategist Michael Lieberman and chief operating officer Cedric Bernard to co-chief executives, replacing former head David Krupp.

As chief strategy officer for Kinetic, Lieberman leveraged his background in mobile and integrated strategy to better align Kinetic’s core offering with today’s digitally-focused and cross-media environment. Previously, he was US chief operating officer of Kinetic’s parent company, Tenthavenue, and US chief of Joule, Tenthavenue’s mobile strategy firm. Bernard has been with Kinetic North America since July 2013.

As chief operating officer, he used his financial and consulting background to develop new revenue opportunities and implement more effective and efficient organizational approaches. Prior to joining Kinetic North America as chief financial officer, he was executive vice president of operations and finance at Dentsu. Earlier, Bernard was at Publicis Groupe for eight years and had started his career at PricewaterhouseCoopers.

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Canada: Branded Cities Brings to Life a First of its Kind Digital Out-of-Home Campaign for Just For Men Beard Care Products

Branded Cities, a premier Out-of-Home media company in North America, in partnership with MediaCom and Combe, has brought to life a digital Out-of-Home campaign for Just For Men beard care products.

The campaign takes place in Canada’s busiest building, Union Station and is a first-of-its-kind installation, integrating facial-hair-recognition camera technology into an interactive digital board. The campaign introduces Just For Men’s new line of products – Best Beard Care Ever.

To garner maximum impressions, the campaign leverages the camera recognition technology provided by Big Digital, to grab the attention of bearded passersby. Once noticed, the digital board shows the targeted consumer the new line of products, which do not colour hair, but rather maintain healthy beards using shampoo/wash, conditioner, and oil. Additionally, the installation is further supported with brand ambassadors who encourage interaction, provide education on the products, and hand out promotional coupons for trial.

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USA: IPG's Rapport Appoints West Coast Head

Glyn Williams has been promoted to the role of VP, West Region of Rapport, a new role at the Interpublic Group out-of-home planning and buying agency.

Williams has been with Rapport since its inception in 2013 and is credited with playing a key role in overseeing and executing work for several of Rapport’s key clients. He’s also credited with helping to more than double the size of the Los Angeles since he arrived at the agency.

In his new post Williams will oversee all of Rapport’s West coast operations in Los Angeles, San Diego, and San Francisco.

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Latin America: Latcom’s CEO Valentín Bueno: “Out-of-Home Advertising is Unique Because It Is Democratic”

What: We talked to Valentín Bueno, CEO at Latcom, about why out-of-home advertising is growing more than any other advertising media.

Why it matters: Out-of-home advertising has always been important, but technological advancement creates more and better opportunities for engaging consumers, which means the industry needs to adapt just as other advertising media.

According to Magna Global's 2017 Media Economy Report, out-of-home advertising attracts 6% of advertising spending globally. It is the only traditional medium that has been growing ad sales consistently over the last 10 years, and this is expected to continue. Predictions indicate OOH will grow by 4% per year in the next five years to reach US $33 billion by 2021. Consumers spend 70% of their time out of home, which translates into endless possibilities to reach their attention.

Valentín Bueno, CEO of Latcom, knows just how to mix all those possibilities in an appropriate way depending on consumer, market, and product, and he shared with us a few key insights for successful OOH advertising.

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USA: Ultravision International Launches New Software Suite for Comprehensive Digital Display Content Management

Ultravision International has announced a new suite of software that delivers enhanced technology to the industry’s most advanced digital display and content management capabilities.

The new software integrates with Ultravision’s entire product line, greatly expanding functionality and offering customers more options in controlling and using their modular LED digital displays. Ultravision incorporated customer feedback while developing the new software solutions to ensure they meet their digital signage needs now and in the future. The new software will be offered in five modules, including:

Vision Control – This software is designed for standalone LED digital displays to play basic content, newsfeeds, weather feeds and webpages, making it a great fit for schools, churches and other organizations who want to display full motion content or static images on one screen.

Vision Cloud – Through cloud technology, this software enables users to assign content through a scheduling system to multiple screens at once or control content on each individual screen, making it great for customers with multiple LED digital displays.

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Canada: Ayuda unveils Revenue Intelligent platform for DOOH

Ayuda Media Systems recently announced the launch of its Revenue Intelligent platform for OOH and DOOH media holders.

The platform uses Ayuda's optimization algorithms as a way to analyze operations, sales and finance data, according to a press release. Ayuda is already offering the platform to DOOH networks as a content management system and player that can play content from different sources.

The tool prioritizes content using its waterfall mechanism that plays content first from direct sales, then from external programmatic solutions such as Hivestack or another VAST or HTML source, according to Daniel Fleischer, vice president of business development and marketing, Ayuda.

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Australia: Outdoor industry invests $10m to boost digital audience metrics

The out of home industry is investing $10 million to “rejuvenate” industry metrics to better measure audiences for digital billboards.

The metrics project will be managed by industry measurement body (MOVE) and will draw on best practices overseas.

Aside from evolving audience metrics, MOVE plans to standardise the terminology and the way in which share of display is priced for roadside billboards, which accounts for around 40% of all outdoor revenue in this market. MOVE is working with the MFA and AANA on a framework for the project.

“In order to produce a metric that is fit for purpose now and into future, we will investigate various international models, as well invest in data and research to create the next generation of dynamic audience measurement," MOVE and Outdoor Media Association CEO Charmaine Moldrich said.

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Australia: IAS And Seedooh Partner To Bring Measurement To Digital Out Of Home

Not even billboards can escape the need for third party measurement as more advertisers want to be sure they are getting what they paid for. Measurement provider Integral Ad Science (IAS) has partnered with Out-of-Home (OOH) reporting platform Seedooh to provide enhanced campaign delivery validation on digital signs and screens across Australia.

The partnership brings independent third party measurement to advertising shown on digital billboards for the first time in the Australian market. Seedooh, which launch in July 2017, is able to measure the static signage and digital OOH play-out data, while IAS has reworked its measurement tools to audit the display of digital content on the screen.

Digital OOH now makes up almost half of the out of home category’s revenue.

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Jordan: PIKASSO Jordan celebrates the best Out of Home campaigns

The annual Pikasso d’Or Awards, a competition showcasing the best work in Out-of-Home advertising and creativity, has announced its 2017 winners.

Embodying creative excellence and producing breakthrough work in the advertising industry, the honorees were celebrated during the 16th annual Pikasso d’Or Awards Ceremony on Sunday March 4th at the Amman Rotana Hotel under the patronage of HE. the Lord Mayor of Amman, Dr. Youssef Al Shawarbeh. The guest list read like a ‘who’s who’ of the industry in Jordan and included leading advertising agencies and clients, as well as representatives from the media.

All winners were chosen by the Pikasso d’Or International Grand Jury of 8 leading creative and advertising professionals with Alain Weill, an acknowledged expert in contemporary art and advertising, as President of the Jury and Andrew Rawlins as General Secretary; Arwa Jassem, Regional Communication Director at Leo Burnett, Jordan; Paul Audi, a renowned philosopher; Rachid El Khazen, General Manager at OMD; Emile Atallah, Managing Director at FP7 / McCann; Alain Rizk, CEO at Rizk Group and Group CD; Bassel Mneimneh, CEO at WB Africa, and, Hosni Ghariani, Managing Director at 3SG/OMD Tunisia.

For the 16th edition of the Pikasso d’Or, 154 visuals (76 campaigns) were presented by 19 agencies and selected in the following categories:

• Best use of creativity in an Out-of-Home campaign

• Best use of Supersize format in Out-of-Home campaign

• Best use of Mall Advertising

• Best use of Digital Out-of-Home campaign

• The Citizen Billposter Award – for the most effective campaign promoting a good cause, and billposted free of charge on Pikasso networks as part of its ongoing CSR program.

The complete list of Pikasso d’Or 2017 winners and Finalists can be found at www.Pikasso.com


South Africa: ROAD research changing South Africa’s out of home landscape

The ROAD research currency has changed the South African OOH industry, something the Out of Home Measurement Council’s (OMC) general manager, Trish Guilford can’t stop talking about.

Getting more South African OOH players on board with the research is a top priority for the OMC, along with trying to ensure OOH gets a bigger slice of the advertising spend pie. Guilford chatted to The Media Online to give her take on the local OOH industry at present, as well as to explain the power of the medium.

What will be your strategy for the OMC in your new role as general manager?

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Malaysia: Out of Home Media VGI set for expansion in Malaysia

VGI Global Media Plc (VGI) will expand its out-of-home media business to Malaysia after the acquisition of a 25.1 per cent holding in Meru Utama Sdn Bhd - the airport media service provider at major airports as well as airports for low-cost airlines in Malaysia, under its business expansion plan in Asean.

The company’s deputy chief executive officer Nelson Leung said that VGI planned to consistently expand its out-of-home media business in Malaysia after receiving a 10-year management rights of the advertising space on 31 stations and 58 trains along the Sungai Buloh-Kajang (SBK) Line in Malaysia. VGI Global Media (Malaysia) Sdn Bhd or VGM, a subsidiary established in Malaysia, has acquired a 25 per cent in Pancak Berlian Sdn Bhd, the out-of-home media operator with a variety of advertising media such as mass transit, office buildings, outdoor advertising, airports, and department stores.


India: Times OOH Allows Brands to Control their OOH Ads Remotely

Times OOH has recently completed the installation of betty devices in 26 selective bus shelters in Delhi; making a step towards allowing brands monitor and control their ads running in real time.

The installation was initiated in the month of January for a tenure of one year. The new technology operates via Smart phones through a centralized Web URL that provides the ability to control the ads across the entire locations and also monitor the Energy Consumption data.

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