FEPE OOH News 5th July 2018

FEPE OOH News 5th July 2018



UK: Sky Ocean Rescue: The ocean's biggest threat by WCRS

By 2050, the plastic polluting our oceans will outweigh the marine life. To highlight this environmental risk, WCRS has created 'The Ocean’s Biggest Threat', a digital out of home campaign for Sky Ocean Rescue, to mark Plastic Bag Free World Day.

The interactive campaign broke on 3 July at Westfield London with a domination of Ocean’s spectacular large format full motion digital out of home screen in Eat Street.

The aim is to encourage passersby to discover what is the most menacing danger lurking in the oceans by filling the screen with the silhouette of a menacing, deep sea creature, accompanied by the headline “Discover the ocean’s biggest threat”. Participants will be invited to use their mobile phones to connect with the screen via its free wifi.

A combination of 3D technology, video and streamed data will then turn their phones into virtual torches which can be used to detect what is really casting the shadow on the screen. At this point, the torches reveal that the biggest threat to our oceans isn’t sharks or sea-monsters, its single-use plastic.

The initiative is supported by Westfield London which is planning a plastic bag amnesty, encouraging visitors to say no to single use plastic bags for the day by accepting reusable non-plastic Sky Ocean Rescue totes instead. Further activity features on Ocean screens in Manchester and Glasgow and on several screens throughout Westfield London.

The activity will be amplified by social media.


UK: Google extends DOOH campaign in UK

Google has extended its DOOH campaign in the U.K. called, "Make Google Do It,", which advertisers Google Assistant. The campaign specifically presents all the various ways Google Assistant can assist with different tasks, according to a press release.

Grand Visual produced and delivered the content and Talon and OMD handled the media planning and buying. The campaign advertises Google Assistant's abilities to schedule, play music, dial numbers and other features. It also uses contextual information such as time, day, location, events and restaurants to push dynamic content. One display, for example, might ask residents if they are, "feeling hungry Old Street?"

"OOH was the perfect channel to communicate how Google Assistant can be your playful sidekick throughout the day. Working collaboratively with Grand Visual, Google, OMDUK and R/GA, we were able to maximize the effect of OOH by deploying clever contextual creative assets to tap into a relevant frame of mind for busy, on-the-go audiences," Meg Ledger, client manager, Talon, said in the release.


UK: Posterscope promotes Huber to chief client officer

Out-of-home specialist Posterscope has today appointed Gill Huber as its chief client officer. Huber has been promoted from her current position as head of marketing and communications.

In the newly created role, she will continue with her current responsibilities whilst additionally developing agency and direct client relationships. She will also be responsible for ensuring that OOH has a strong voice within a wider context, such as content, digital, brand building and creativity.

Huber will now report to Glen Wilson, Posterscope's UK MD, who has said he is "delighted" by the promotion at a time when the technology and physical infrastructure of OOH has become more efficient and effective.

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Portugal: JCDecaux renews and extends its street furniture and large-format advertising offer in Lisbon

JCDecaux SA has announced that its subsidiary JCDecaux Portugal has won the 2 lots of the competitive tender for the installation and advertising operation of street furniture and large-format digital panels in the city of Lisbon (505,000 inhabitants), via a combined offer, for a 15-year term. This contract provides the design, installation, maintenance and advertising operation of

  • 2,000 bus shelters 
  • 900 2m2 MUPI panels including 
  • 250 digital panels 
  • 125 large-format digital display systems 
  • 75 universal access automated public toilets 
  • 20 2m2 MUPI panels and 5 large-format systems, all digital, dedicated exclusively to municipal information.

This tender decision, ratified by Lisbon City Council on 14 June, demonstrates the quality of the JCDecaux offer and its ability to comply in every way with the goals set by the City, i.e. the improvement in services offered to public, quality of life and accessibility in the city, reduction in the number of existing advertising locations, standardisation of formats as well as the use of the most advanced digital technologies. JCDecaux will bring all its experience and resources, both local and at Group level, to complete this particularly ambitious project successfully.

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UK: Digital Out Of Home - A State of The Nation

New data from Route underlines the growth of digital out of home (DOOH). Investment in digital screens from media owners continues apace. The number of screens measured by Route increased by 7% in the last quarter and by 29% in the last 12 months. Perhaps unsurprisingly, having more digital screens has led to larger audiences across the core campaign metrics of reach, frequency and impacts. 

Since March, digital out of home has…

  • Increased reach by 3% to 32.3m adults per week (62% GB cover) 
  • Increased impacts by 11% to 833.4 million per week 
  • Increased frequency by 8% to 25.75 per week (meaning the screens will be seen an average of 25.75 times per week)
Below you will find links to download a State of The Nation report on digital out of home audiences and also an infographic summary of the data.

Infographics here

UK: Talon appoints new chief transformation officer

Independent out-of-home (OOH) agency Talon has hired Josko Grljevic as its new chief transformation officer.

The role has been newly created to reflect the changing emphasis of the business and the importance of technology, data and automation.

Grljevic will oversee Talon's development in this space and will be responsible for driving technology-led change at the agency. Grljevic has made the move from Exterion Media, where he was chief technology officer; prior to Exterion, he held senior technology and leadership roles at Barclays, Trainline.com, Tesco.com and Microsoft.

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UK: Exterion Media UK continues digital transformation with introduction of new full-motion D12 network

Exterion Media UK is proud to introduce their newest full-motion ultra HD digital product - D12s, as part of their unique media partnership with TfL.

D12s form part of a wider digital roll out and significant investment (£90 million) in digital products across the TfL rail estate throughout 2018. Exterion Media UK has almost completed the roll out of 50 of these new D12 screens across 19 handpicked Zone 1 London Underground stations, delivering a hard-to-reach young and up-market audience. The screens are strategically placed along high dwell time corridors and ticket halls across the network.

The newest full motion product, D12s are the latest product to capture the attention of London’s media world - following the successful launch of DX3: a network of 60 full-motion, cross-track, landscape digital products launched in December 2017. Adding to Exterion Media UK’s 100% full-motion digital estate, these new 98” LCD D12 screens are Ultra HD with dynamic capabilities. Their recent Engagement Zone research has proven that full motion is 4 x more engaging than static and Exterion Media UK is encouraging brand to make full creative use of these new formats.

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USA: Netflix invests $300m in billboard advertising

Netflix Inc, the streaming video pioneer that revolutionised television, is investing in one of the oldest forms of media to gain an edge in the raging battle for online viewers and top-notch talent.

Known for acclaimed shows such as "Stranger Things" and "The Crown," Netflix will soon own up to 35 billboard displays on roughly two dozen structures along West Hollywood's famed Sunset Strip, people familiar with the matter told Reuters.

Netflix, already a heavy advertiser on billboards in the area, was offering $300-million (R4.1-billion) in April to acquire Los Angeles-based Regency Outdoor Advertising, Reuters previously reported. The sources told Reuters that Netflix decided to buy only half of Regency's assets for $150-million, to focus on the Sunset Strip in a deal expected to close in July. It is also considering acquiring other Regency billboards in Hollywood, such as near the Dolby Theatre, home of the Academy Awards, they added.

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USA: Hashtag sweatlag: Delta and Equinox partner in OOH play for passengers to sweat away their jetlag

Lamar Advertising has partnered with Wieden + Kennedy, Clear Channel and other OOH companies in a digital billboard campaign for Delta and Equinox.

The out-of-home companies have contributed in a media buy that uses Delta’s real-time flight data to trigger content on a billboard — considered the first effort of its kind — for a campaign the brands have called #SweatLag.

In this campaign, Equinox and Delta have launched a cross-promotional effort to reward passengers on select flights with a free, one-day voucher to use upon arrival. The campaign began on June 28, with 10 digital billboards in proximity to Los Angeles International Airport (LAX) displaying messages specifically for those who have just arrived from their Delta flights from five international and three domestic cities.

Using technology from FlightAware, the billboard space will populate with flight numbers and cities of origination with encouraging messages to help customers head to Equinox for a gym session to help them “sweat off” their jetlag. Billboard content has been set to change shortly after those selected flights land.

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USA: New Rules For Data In OOH Advertising

by Ari Buchalter

Out-of-home (OOH) advertising is the only major form of traditional advertising that is growing. Unlike TV, radio, and print publishing, which have all lost share of ad spend as traditional formats go digital, the reverse has been true for OOH.

When billboards or bus shelters go from paper to pixels, revenue potential increases as more ads can be rotated in and more dynamic formats can be utilized.

OOH now stands at the precipice of becoming a true data-driven medium. This is a moment of reckoning, when the OOH industry can learn from the mistakes of the online world -- or be doomed to repeat them. As new rules for data and advertising start to emerge in the online space, here are three areas where the OOH industry should likewise look to raise the bar on privacy, ensuring that data does not become a four-letter word:

Minimize the data footprint.

In the online world, the collection and use of data have been arguably indiscriminate, the result of an “if-it’s-allowed-then-do-it” mentality. The OOH bar needs to be higher. The scope of data collection and use should be limited not merely to what is allowed, but to what is allowed and minimally required to operate the business.

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Australia: ACCC Begins Reviewing Outdoor Media Acquisitions

The Australian Competition and Consumer Commission (ACCC) has taken the important next step in launching reviews of the outdoor media industry’s two big acquisition deals.

For oOh!media’s $570 million acquisition of Here, There & Everywhere’s Adshel, as well as JCDecaux’s $1.2 billion purchase of APN Outdoor, the ACCC is considering:

  • how closely the two companies involved in each transaction compete with each other in supplying out-of-home (OOH) advertising services and leasing OOH advertising sites. 
  • whether the price of OOH advertising services would be likely to increase or the rents paid to OOH advertising site owners decrease as a result of each proposed acquisition. 
  • how easy it would be for the customers of the two companies involved in each transaction to switch to other suppliers (actual or potential) of relevant OOH advertising services after the proposed acquisition, and; 
  • how easy it would be for OOH advertising site owners to switch to other OOH advertising suppliers after the proposed acquisition.

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Australia: oOh!media launches new AI campaign delivery platform

oOh!media has launched its new private marketplace, one it claims will facilitate out-of-home campaign planning and purchase within two minutes and in under 10 clicks.

The online platform combines oOh!’s audience environments and data sets – such as Quantium – with machine learning models to determine the best inventory to use and when, to reach the desired audience.

CEO Brendon Cook says the private marketplace is just one part of the company’s $15 million organisational transformation platform to revolutionise the industry and accelerate the out-of-home (OOH) share of the media pie. “Serving ads is the easy part, but to operate a major OOH platform we had to rebuild the entire way we function as a business,” he says, “from finance to operations to data.”

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Australia: Extended interview with Brendon Cook

Two massive deals in outdoor advertising have been inked this week. French street giant JCDecaux has agreed to pay more than one billion dollars for APN outdoor while oOh! Media has struck a 570 million dollar deal for Adshel. oOh! Media's CEO Brendan Cook speaks to Carrington.

Watch it here


Dubai: Elevision & DIFC Renew Digital OOH Partnership

Elevision and Dubai International Financial Centre (DIFC) have signed a 10-year contract for digital-out-of-home (DOOH) advertising solutions.

As part of the partnership, Elevision will install more than 80 large format digital display screens across DIFC, taking the existing DIFC network to over 140 screens. Elevision will deliver the project in multiple phases, the first of which will go live in Q3 2018 and will cover the Gate District.

The next phase encompasses the installation of digital signage at Gate Avenue and along the District’s roadsides (Happiness Street and Al Sukuk Road).

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Dubai: Dubai-based NEARBUY GROUP Acquires Controlling Stake in London-based NexusEngage

NEARBUY GROUP, a leading retail and Ad tech company, born and headquartered in Dubai, is now the majority shareholder in NexusEngage Ltd, a UK-based company which turns empty retail space into an experience that enhances the customers' shopping journey and drives footfall into targeted retailers in order to generate sales revenue.

This controlling stake is a synergistic acquisition offering global partnership opportunities for all stakeholders. Dubai-founded NEARBUY GROUP and NexusEngage share a common vision, working in harmony to create immersive, engaging, disruptive, digital solutions for the retail industry.

Combined, the two businesses bring together a highly enviable skill-base that has led them to work with some leading brands, landlords and shopping centres owners including for example Mall of Switzerland, Westfield and Hammerson in the UK, The Dubai Mall, Al Futtaim in the UAE, Arabian Centre in KSA and other major landmarks in Europe and Malaysia.

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South Africa: Primedia Outdoor continues to expand its digital footprint in Sub-Saharan Africa

As part of growing its digital footprint in Sub-Saharan Africa, Primedia Outdoor has recently gone a step further to install new 4m x 8m and 3m x 6m LED screens in eSwatini and Lesotho respectively, marking its position as digital leaders.

Driven by demand and considerable content opportunities, these dynamic structures offer unique advertising for memorable executions with high creative flexibility and ease of updating campaigns at no production costs. Moreover, the screens create immersive consumer experience which can also be integrated with social media content to serve as a new avenue of customer engagement and feedback strategies.

With an estimated population of 2.26 million (World Population Review, 2018), Lesotho has one of the highest literacy rates in Africa with the country’s economy mainly dependant on mining, construction, transport, industrial manufacturing and remittances from migrant labourers in South African mines. On the other hand, formerly known as Swaziland, eSwatini has a population of 1.39 million inhabitants with tourism being one of their biggest industries on account of historic museums, festivals and national parks.

Adding to its comprehensive range of out-of-home advertising solutions, Primedia Outdoor has strategically positioned these high-impact dynamic screens within the commercial hubs of both countries to reinforce brand presence and provide an exclusive platform with complete control of advertising message.

Commenting on the new LED screen, Sabelo Dlamini, GM for Primedia Outdoor – eSwatini said, “As a pioneer of digital out of home advertising, growing our inventory to furnish more opportunities for our clients to upturn market reach has always been one of our top priorities. Our high quality LEDs place us in a great position to offer our customers more rich and dynamic campaigns, and uniquely putting our clients’ marketing campaigns into motion”.

Ramabolu Phori, GM of Primedia Outdoor - Lesotho said, “We see this as an investment to raise the profile of Primedia as an innovator and market leader in the out of home space on the African continent. These LED screens will push the envelope for our clients and carry through great substantial value, considering how well both countries are significantly developing in terms of changing market needs and dynamics”.


South Africa: ‘Listen more and talk less’: The way to gauge client needs

He’s moved from heading DStv Media Sales to taking charge of sales and marketing for global out of home group, JCDecaux (South Africa).

While it’s a “significant shift”, Chris Hitchings is up for the challenge. Having worked in television advertising sales for the last two decades, the move from television to out of home offered him an exciting chance within the media space. “I believe OOH is currently undergoing some fundamental positive change. The evolutionary shift from static to digital messaging, and the industry’s recent ability to provide accountable and accurate measurement through GRPs, are critical game changers and will no doubt result in OOH gaining share within the media mix,” Hitchings said.

Despite the differences in the sectors, there are synergies. “Ultimately all media owners should be looking to provide communication solutions to their clients and agency partners,” said Hitchings. “JCDecaux is a globally renowned brand, and already the market leader in its category in South Africa. My remit is to further entrench the local brand position of JCDecaux and grow our market share in the country.”

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