FEPE OOH News 7th March 2019

FEPE OOH News 7th March 2019


FEPE: Speed dating privileged access returns for FEPE Exhibitors and Sponsors in Dubai

FEPE International will be holding its third special Exhibitors’ Networking Event at its 60th Congress in Dubai from May 1-3. This follows the great success of the event in previous years when exhibitors and Sponsors had the opportunity to speak directly to FEPE board members and key industry executives.

This year’s exhibitor numbers are set to surpass last year’s record although a small number of place are still available. 

The Congress is being held at the Dubai Intercontinental Hotel Festival City.

The Exhibitors’ Event will be held in the Exhibition space adjoining the main Congress hall and take place on the afternoon of May 1, prior to the opening reception.

FEPE board members and others will visit each Exhibitors’ location for ‘speed dating’ conversations and demonstrations. 

FEPE International Executive Director John Ellery says: “the Exhibition has now become an integral part of Congress and the new speed dating Exhibitors’ Event event has helped to drive this.

“The growing role of technology in Out of Home is obviously playing its part too and the FEPE Exhibition has become an essential way for ambitious companies to demonstrate the contribution they can make to a rapidly-growing worldwide industry.” 

FEPE: Tomorrow, March 8th is the Final closing date for the FEPE 2019 Awards

The closing date for FEPE International Annual awards is tomorrow March 8th. The Awards will be presented at the Gala Dinner at its Annual Congress, which will held at the Dubai Intercontinental Hotel, Festival City from May 1-3. 

2019 will see the second year of FEPE's Rising Star Awards for someone under 30 who has made an outstanding contribution to the Out of Home industry. Nominated individuals should be directly employed in the OOH industry, working for a media owner, specialist or technology company. 

As in previous years, there will be Awards for Lifetime Achievement, Leadership, Technical Achievement and outstanding Creative Achievement. The latter are divided into two categories: Classic and Digital. 

For the first time this year the winner of the FEPE International Technology and Innovation Award will be chosen by delegates at the annual Congress.

The FEPE judging panel, chaired by Executive Director John Ellery, will select the best three submissions for this Award, and they will then be invited to present to delegates on the afternoon of the first full day of this year’s Congress programme, May 2.  

Last year’s Technology and Innovation Award went to Daktronics for its ground-breaking work on Ocean Outdoor’s iconic new Piccadilly Lights in London.

Furthermore the best creative campaigns, chosen by a panel led by Dino Burbidge, latterly Director of Tech and Innovation at London creative ad agency WCRS, will be showcased at the Congress.

In 2018 the Classic award went to music streaming company Spotify for its US campaign featuring a number of alternative playlists, produced in-house. The Digital award went to Japan National Tourism Organisation for a campaign from Enjin Tokyo who worked with Clear Channel France to show the full potential of the digital Out of Home medium, realised with flair and technical ingenuity.

Nominations can be made by any FEPE Member or recognised National OOH Association. For a nominations form go to www.worldooh.org and for further details contact Richard Saturley at richard@worldooh.org.


UK: OOH reports strong growth of 8.1% in Q4 2018

Outsmart, the trade body for the Out of Home (OOH) industry has announced that Out of Home revenue reported for the quarter October to December 2018 saw the total market grow by 8.1% from £332 million in Q4 2017 to £358 million in Q4 2018.

The strong Q4 contributed towards total annual revenue of £1,209 million, up 5.7% from 2017, and greater than 2016-2017, which was 1.5%.

Digital Out of Home had a significant quarter of growth with an increase of 15.8% in Q4 2018. For the first time, Digital accounted for 53% of total Out of Home revenue. Classic Out of Home revenues have also improved with 0.4% growth in the fourth quarter.

Sweden: Clear Channel transforms Stockholm Metro into emotion-triggered art exhibition

In response to research that named Stockholm's population the most stressed in Sweden, Clear Channel has transformed Stockholm's Metro into an emotion-triggered art exhibition in a bid to combat commuter stress.

Stockholm's Metro is internationally renowned for being the world's longest 'art gallery,' as beneath the city's 14 islands, the 70-mile transport link is covered from start to finish in five decades worth of European art history, including paintings, carvings, sculptures and mosaics.

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UK: KineticX partners with pioneering environmental media start-up, Pluvo

KineticX, the start-up incubator focused on emerging technologies in the Out of Home (OOH) space and a division of OOH media agency Kinetic, has announced a partnership with environmental media start-up Pluvo. As a result of the deal, Kinetic clients will be the first to have access to Pluvo’s unique air-purifying advertising inventory, at valuable high foot-fall locations across London. 

At a time when environmental concerns, particularly air quality in major cities, are at the top of the public agenda, Pluvo’s solution offers brands the opportunity to help tackle the issue of urban air pollution through advertising. 

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USA: Jeremy Male says Outfront gets 20% IRR on digital billboards

Outfront continues to see great returns from digital sign installations.  Here’s a summary of Jeremy Male’s comments at Wednesday’s Morgan Stanley Technology, Media and Telecom Conference.

The strengths of out of home

Out of home is a really straightforward medium.  What you see is what you get.  We have no editorial.  There’s no content.  We’re a very fresh pure medium…and we don’t have any audience issues.  Our audiences keeps growing because people are spending in general more time out of the home, more time commuting…So you’ve got this growing audience that we’re able to connect with in an increasingly interesting way as we digitize our assets, so you can now be more timely, you can be more creative, you can be more impactful.

On digital billboard returns.

I sign off on every board that we convert or that we put in new put in and we don’t sign anything off below 20% IRR…

On average, the boards we are converting are making about 4X revenues and about 2X rent.  The cost of converting is about $250,000 per board…

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USA: Creating New OOH Standard Measurement: Q&A With Geopath's Kym Frank

I remember Kym Frank when she worked at Zenith. But her background expands across every media channel — “always with a focus on data and insights,” she notes.

Frank is currently president of Geopath, an out-of-home trade organization formerly known as the Traffic Audit Bureau. Charged with leading the move to advance OOH measurement through data and analytics, she is using the GeoPath platform to “drastically improve the industry’s standard currency.”  Here are the details:

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Canada: Spotted! Twitter users battle for the iron throne in OOH

The wait to see who will take the iron throne is almost over, and last week HBO and Twitter launched an out-of-home campaign in Toronto’s Yonge-Dundas square, leading up to Game of Thrones‘ final season premiere on April 14.

The day-long campaign, which was both to promote the show premiere and also Twitter as a discussion platform, took over three digital billboards in Toronto. Tweets that included the #ForTheThrone hashtag were displayed on-screen in real-time. The campaign was accompanied by the launch of 20 new emojis on Twitter (one for each Game of Thrones character that has a shot at winning the iron throne). The campaign and media buy was a co-branded effort between Twitter and HBO.

“Game of Thrones is one of the most talked about television shows of all time on Twitter,” Laura Pearce, head of consumer marketing at Twitter Canada, tells MiC. 

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Canada: Broadsign Up To 130 People, But Hiring 30 More; Grew 30% In 2018

There’s an interesting piece in the Montreal newspaper La Presse about Broadsign and its CEO/backer Burr Smith. La Presse is a French language publication, but I have just discovered its posts nicely roll over to English language versions.

Among the tidbits and things I kinda sorta mostly knew:

Montreal-based Broadsign now has 130 people and has job posts up for 30 more, but is struggling to find people in a city with a solid, media-oriented tech sector.
Smith says Broadsign controls 44% of the global market share in outdoor digital signage and sends ads and content to 160,000 screens worldwide.
The company has active clients in 55 countries – though 80% of sales are split almost equally between North America and Europe.

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Australia: OMA reveals full year result for outdoor industry

The out of home industry has revealed the full year revenue results including category breakdowns for 2018, with the industry reporting a total increase of 10.8% on net media revenue in 2018.

This marks the start of a change in how the Outdoor Media Association (OMA) reports OOH revenue, and is due to recent changes in ownership which may trigger compliance issues for the OMA’s ASX-listed members.


The industry body will make four quarterly announcements of total aggregated industry data, including the proportion of digital revenue. In these releases there will be no category breakdowns reported.

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Australia: Charles Parry-Okeden ready to help navigate sector challenges

With the out of home sector consolidating in 2018 with major acquisitions from JCDecaux (APN Outdoor) and oOh!media (Adshel), the sector’s trade group has opted for an unaligned industry veteran to keep the peace.

The Outdoor Media Association (OMA) board has appointed Charles Parry-Okeden (pictured) to step into the role of chairman of the OMA and MOVE (Measurement of Outdoor Visibility and Exposure), for a two-year term.

Parry-Okeden is the co-founder and global chief executive of Executive Channel, which owns Executive Channel Europe, Executive Channel Deutschland and Australian Media Channel (Media i)

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Lebanon: Pikasso Celebrates the Best of Out of Home Campaigns

The annual Pikasso d’Or Awards, a competition showcasing the best creative work in out-of-home, has announced its 2018 winners. Embodying creative excellence and producing breakthrough work in the industry, the honorees were celebrated during the 17th annual ceremony on Sunday, March 3, at the Grand Hyatt Amman Hotel.

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 eight major 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. 

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South Africa: Robust and accurate, the latest ROAD research powers planning and strategy

Every week in Gauteng billboards (3 859 sites) deliver 2.3 billion impacts, reaching nine million people during 124 million trips. That’s 12.2 trips per person, and a reach of 86%. In the Western Cape, reach is even higher, sitting at 90%. That’s 1 028 billboard sites, with 310 million impacts reaching 3.9 million people over 55 million trips per week (12.7 per person).

These are just a few facts gleaned from the Outdoor Measurement Council’s (OMC) latest ROAD research, now in its third year.

The results, says OMC general manager, Trish Guildford, is a research currency “that is robust, accurate and designed for our local market, delivering value and meeting a host of OOH planning and strategy needs”.

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Kenya: City Hall Issues Tough Advertising Rules

City Hall has brought down illegally erected billboards and outdoor advertising structures in Nairobi.

The county has lost at least Sh15 million every month from unapproved billboards.

The county has over 200, 000 signage and another 1, 000 large format advertisements which nets City Hall a Sh700 million annually instead of over Sh2 billion.

The exercise, which is set to continue for the next six weeks, saw a number of billboards erected without the county government's approval along Waiyaki Way flattened.

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India: OOH to grow at 12-15% in 2019: Posterscope India

In unison with the seismic changes that the industry is witnessing across the media, marketing and communications community, out-of-home is also transforming at pace and is presenting many new and exciting opportunities. Consequently, 2019 is expected to be another important and exciting year for OOH in India. The expected growth rate stands to be anywhere between 12% and 15%.

Posterscope India, one of world’s leading location-based marketing specialist - from the house of Dentsu Aegis Network, expects disruptive growth this year which is full of events that have historically boosted advertising. These include the upcoming General Elections, the Cricket World Cup, and of course, the Indian Premier league among other marquee events, the agency said in a statement.

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India: The growing power of Transit Advertising

The advantages of transit advertising is that it can’t be turned off like a television, delivers a varied audience, offers flexibility of ad size and location, and has longer shelf life

Till now, OOH medium has mostly relied on static billboard advertising. It has flourished in the past and became a mature market. On the other hand, digital innovation has taken place and static billboards are getting replaced by LED billboards, which is still relatively new and developing.

Beside these two, Transit Advertising is making its presence feel in the Out of Home industry. Transit advertising is out-of-home media typically, attached or found on the outside or inside of public transportation vehicles such as buses, subways, taxis, and trains or in the common areas of transit terminals and stations.

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India: OAC 2019 to be held in Mumbai on July 26-27

The 15th edition of OAC will be held at the Renaissance Mumbai Convention Centre Hotel, Mumbai; the OAA 2019 Awards function will be organised at the same venue on July 27  

The Indian OOH industry is revving up its growth engine, powered by new possibilities in the realms of transit media, urban renewal and smart city projects, digitalisation of outdoor communications, ushering in of alternative media, and indeed embracing of green solutions and community-centred activities. In the midst of these changes, this medium is also in need of a creative makeover. 

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