FEPE OOH News 6th April 2017

FEPE OOH News 6th April 2017

 

EUROPE NEWS

UK: Forrest Media launch network of full motion DOOH in Northern hotspots

Forrest Media have announced the launch of their Northern FM Network.

The Network spans across 3 vital northern cities; Glasgow, Edinburgh and Manchester, with a total of over 2 million fortnightly impacts, enabling advertisers to take advantage of full motion digital out-of-home.

The locations of the Network include:

Glasgow Western Gateway- 50sq.m giant landscape screen located just before the busiest road junction in the country

Edinburgh Eastern Gateway- 50sq.m giant portrait screen situated overlooking the main A199 Eastern Approach to the city centre

Manchester Central CityScreen- 63sq.m giant landscape screen overlooking the heart of the city.

FEPE Stockholm Congress: "A Time of Revolution – Earning the Right to Win"

This year’s Congress, in Stockholm from June 7 (pre-Congress) to 9 will build on the four pillars outlined by President Matthew Dearden at last year’s Congress in Barcelona.

Carat global president William Swayne will deliver the Keynote Address at this year’s FEPE International Congress.

Key Congress Themes will be:

1. Making the case for OOH in a digital world;

2. Taking the digital revolution out of home;

3. How can OOH reclaim our creative crown;

4. Making OOH easier to plan, buy and deliver.

Other speakers already announced are:

OAAA CEO Nancy Fletcher and Lamar CEO Sean Reilly

Clear Channel International Chairman and CEO William Eccleshare

Noomi Mehta, CEO of Selvel One

Emeka Okeke, CEO of Dentsu-owned Media Fuse, Nigeria

Alexander Epin of TMG in Russia

Christian Schmalzl, Co-CEO of Stroer in Germany

Further speakers and panelists for Stockholm will be announced in the coming weeks. For the first time FEPE International is holding a special networking event for exhibitors and Sponsors at its annual Congress. This will be held from 3.00-5pm on June 7th (preceding the opening reception) in the Congress hotel Exhibition Area.

The networking event will be attended by FEPE board members representing the global Out of Home industry and their technology and procurement teams, as well as other specially selected decision makers and technology experts relevant to the exhibitors.

Each exhibitor will be given exclusive time with the audience to showcase their products and answer questions as well as make valuable contacts to follow up during the rest of the congress.

If you want to be a part of this event by exhibiting at the congress or for more information on sponsorship contact mark@worldooh.org or richard@worldooh.org

Delegate booking form is available on the FEPE Homepage

UK: Exterion's Dave King and Shaun Gregory talk transforming into a data-led digital media company

"Digital transformation”, like “upskilling”, “blue sky thinking” or “creative synergy”, doesn’t really mean much.

A platitudinous buzzword; a bandwagon hopped aboard by businesses in fear of appearing archaic.

Or so I thought.

Exterion, to its credit, without having mentioned it, is achieving something akin to digital transformation, with the help of the man who dragged the Daily Telegraph into the digital age, Dave King, its new managing director.

After a whistlestop tour of Exterion’s new office space at LaCon (Lamb’s Conduit) House, an ultra-modern, labyrinthine den with a replica Tube station and iPads on each door, I sit down with King, and chief executive Shaun Gregory, to discuss the changing face of Out Of Home (OOH) advertising.

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Ireland: Digital OOH Adds Both Value and Recall

New research carried out by Millward Brown using facial recognition software shows that digital out-of-home advertising increases brand recall.

In a study measuring 18 different ads across both static and digital formats in different environments, results showed an 8% increase in recall of digital out of home formats. The research demonstrated that static OOH formats are particularly effective for delivering brand awareness. It also revealed that Digital OOH brings additional reach to multi-format campaigns.

The research, which was conducted by Kantar Millward Brown on behalf of Kinetic, was revealed this week.

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France: Council of Paris approves citywide ban of sexist outdoor advertisements

Sexism will no longer sell in Paris. On Tuesday, the Council of Paris voted for a citywide advertising contract that will ban "sexist and discriminatory" ads, according to Business Insider.

Starting Nov. 20, 2017, outdoor advertising company JCDecaux will face a moratorium on campaigns that propagate sexist, homophobic, ageist, ethnic and religious discrimination, along with "degrading" or "dehumanizing" depictions of people and "images that adversely affect human dignity."

In a press release, Paris Mayor Anne Hidalgo explained that peer cities like London and Geneva had already instituted similar measures, and it was time for Paris to take similar steps toward halting the "spread, promotion and valorization of images that degrade certain categories of citizens."

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UK: My Takeaways: Advertising Week Europe 2017

By Cadi Jones, Commercial Innovation Director, Clear Channel International

Last week, I had the privilege of joining the best and brightest of the ad world at the annual Advertising Week Europe summit in London. I got to debate, challenge and be inspired by today’s leaders in marketing, advertising, technology and entertainment. From debating the future of transparency in advertising, to inadvertently supporting terrorism, the debates held were significant. One thing was abundantly clear – data is king. Or at least, it will be if it isn’t already.

Data

The death knoll is tolling loud and clear for the cookie, but there isn’t yet full agreement on what should replace it. Lots of alternatives were suggested as to what a user-based view of the world could revolve around: location-based marketing, moment-based marketing and of course people-based marketing were all cited among others.

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AMERICAS NEWS

USA: Global Digital Out-of-Home (DOOH) Council Announced at Digital Signage Expo

Breaking the first major news of the 2017 Digital Signage Expo, the Digital Signage Federation announced in a special press conference early today that they have established the new Digital Signage Federation Global Digital Out-of-Home (DOOH) Council, an affiliate organization with, according to DSF, “a worldwide purview specifically to support the needs of companies involved in the intersection between out-of-home advertising and the digital signage industry.”

Richard Ventura, Vice President Business Development and Solutions for NEC Display Solutions of Americas, and DSF Chairman said at the press conference, “With our growing network in Europe and elsewhere, the DSF and our affiliates believe this is the right time to support the needs of companies involved in the intersection between out-of-home advertising and the digital signage industry. With the backing of the DSF, DSF Europe, and our partners we have the capacity to address the agenda of the newly appointed leadership of the DSF Global Digital Out-of-Home Council.”

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USA: High-Tech Small Towns Light Up the World

Turning off the billboard lights in London's Piccadilly Circus, says the BBC, is quite rare: during World War II and solemn occasions such as funerals for Churchill and Lady Diana. In January, this iconic illuminated attraction was switched off for renovation.

Soon, visitors to London will see a new dazzling high-resolution display in Piccadilly Circus, curved outward and nearly 147 feet wide (17.56 meters high by 44.62 meters wide). Some 100 million people pass through Piccadilly Circus each year.

Thousands of miles from London, skilled workers are building a new electronic sign for Piccadilly Circus in South Dakota at a tech company called Daktronics. Daktronics is manufacturing the new display for London-based Ocean Outdoor, which operates the popular site on behalf of Land Securities, the UK's largest Real Estate Investment Trust.

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USA: Chicago Transit Authority and Intersection Partner to Bring Digital Innovation to Transit Customers and Advertisers*

Expanded Digital Out-of-Home Network Presents New Digital Advertising Opportunities in the Physical World

The Chicago Transit Authority (CTA) and Intersection are partnering to create one of the country’s largest and most robust digital transit advertising networks, Intersection announced today. By leveraging new technologies and adding 130 new digital displays throughout the system, the enhanced digital network will improve the experience for CTA customers, drive new revenue for the Agency, and unlock dynamic, context-driven digital opportunities for advertisers in one of the world’s top media markets.

The expanded network will be deployed over the next two years and will generate additional advertising revenue for the CTA. The 130 new digital displays, funded by Intersection, will add to the existing 283 digital displays for a total of more than 400 displays within the CTA network.

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USA: Spring Awakening: Time to Reclaim the Outdoors

By Jodi Senese

By the end of February, I notice my office is no longer shrouded in darkness by 4:30pm. Even an errant snowfall is short-lived and laughable. A mere three weeks later, daylight stretches well beyond 6 p.m. Forget Christmas in New York; this is absolutely the best time of the year, because early spring is the season of light, and with light comes hope.

At this moment anything is possible. The Yankees and the Mets can make the post season. Any one of us can train and be ready for the New York Marathon.

Shared summer houses still sound like an awesome idea. As we shed our once cherished Canadian goose-feather parkas, give up the boots for sandals and consider the best haircut for spring, we emerge like bears from hibernation; hungry for adventure and ready to explore.

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USA: How Mobile and Location-Based Advertising are Reinventing OOH

Gerard Vincente Marketing, Senior Manager at Xad

At first glance, it might be hard to see the link between out of home (OOH) advertising and mobile. One is static, while the other’s always moving. One has been around for hundreds of years, while the other is a modern invention. When you think about it, though, these two marketing channels have a lot in common.

Both leverage location to reach the right audience. Whether an ad takes the form of a billboard on a busy commuter highway or appears on a treadmill at the gym, OOH advertisers target consumers based on where they go and when, while mobile campaigns rely on foot traffic intelligence and location data to do the same.

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AUSTRALIA NEWS

Australia: Ben & Jerry’s teams up with Pedestrian, Facebook, Ooh Media and PHD to distribute free ice-creams

Ben & Jerry’s are looking to reach as many Australians as possible this Free Cone Day, using live streaming, geo-targeting and out-of-home to encourage Australians to get a free ice cream.

Lead by PHD, the campaign aims to get 103,000 free ice creams into the hands of Australians by generating live coverage of the event across Facebook, Pedestrian and Ooh Media platforms.

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Australia: Ooh!Media dismisses 'incorrect' saturation claims on merger

Ooh!Media has dismissed claims that its merger with APN Outdoor will saturate the regional market. The comments follow an AdNews article which highlighted a divide of opinion surrounding the deal.

CEO of billboard and signage company Goa, Chris Tyquin, previously argued the merger would give the combined company “65-75% of the inventory in Queensland”.

However a spokesperson for Ooh!Media says the claim by Goa that the merger would completely saturate the regional market "is incorrect”.

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Australia: Out of home Q1 revenue increases

The Out of Home (OOH) industry has a net media revenue increase of 5.7 per cent for Q1, from $176.1m to $186.7m.

In January, revenue grew 12.4 per cent, then 2.7 per cent in February and 3.6 per cent year-on-year in March to $73.2m.

Classic billboard revenue is at 55.6 per cent with the remaining 44.4 per cent digital, which has grown from 36 per cent for the same period last year.  

Charmaine Moldrich, CEO, OMA says,

“OOH’s continuing growth in the first quarter of 2017 confirms it is the “TRADIGITAL” channel that is taking on the future, and investing in technology is one of the drivers of this success. “OOH can connect advertisers with their audiences anywhere, anytime, whether via a traditional Outdoor poster or a digital screen. Unlike other media channels, OOH can’t be blocked, it can be measured, and it reaches real people when they are out and about in an active state of mind.”

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INDIA NEWS

Asia: DAN changes APAC leadership at Carat

Dentsu Aegis Network has announced that Sean O'Brien CEO Carat Asia Pacific will become CEO for the group's lifestyle and experiential marketing agency MKTG and out of home specialist Posterscope in Asia Pacific to accelerate Dentsu Aegis Network's capabilities in marketing to consumers whilst out of the home.

Kevin Walsh will be promoted from Managing Director to CEO of Carat Asia Pacific. Nick Waters CEO Dentsu Aegis Network Asia Pacific said, "Under Sean's leadership Carat has delivered exceptional growth and has developed a high quality product in markets across the region. Sean will now focus on the development of two agencies with outstanding growth opportunities in Asia Pacific - MKTG and Posterscope.

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