FEPE OOH News 8th November 2018

FEPE OOH News 8th November 2018



UK: Billboards and out-of-home adverts are more relevant than ever in the digital age

We all know that the digital age has revolutionised marketing. The spread of the internet into every aspect of our lives and the prevalence of big data means that consumers are now served more ads (both in quantity and in relevance to our actual tastes and interests) than ever before, while marketers have had to change their campaign strategies to adapt to the fact that consumers spend most of their time on mobile phones, digital tablets, or computers.

In this digital world, the continued presence of analogue paper-and-paste billboards hanging from buildings or standing by roads can seem altogether incongruous and old-fashioned.

Surely if marketers can target consumers with personalised ads based on their search history, then they don’t need to stick an advert on a board in a random location.

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UK: Growing out-of-home's market share with video

Exterion Media's Andrea Marsh expects OOH to grow by embracing video - but it will require forward-thinking agencies and clients to work together...

In a world where the strength of TV remains clear, and people spend an hour a day watching online video, there has never been a bigger appetite to get moving images in front of consumers.

This was reflected in the latest figures from the IAB adspend report; 40 per cent year-on-year growth for video formats is not to be sniffed at. As video ad spend continues its meteoric rise, OOH media owners and specialists are rallying behind video to grow OOH’s wider market share.

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France: Francois-Xavier Pierrel appointed Chief Data Officer of JCDecaux

JCDecaux SA has announced  that François-Xavier Pierrel has joined the Group as Chief Data Officer (CDO) on 5th November 2018. He will supervise the Data Division with the assistance of the Data Scientists, Data Analysts and Data Engineers teams. These will also soon be strengthened with new members following recruitment that is currently in progress.

François-Xavier Pierrel is 43 years old and holds a Masters II degree in Brand Strategy and an Executive MBA in Management and Communication from CELSA, as well as a Masters in International Procurement and a technical degree in Marketing.

He began his career in the telecoms industry in 2000, working in the sales departments at 3com, Panasonic and Chicony. For nearly ten years, his various roles allowed him to contribute to each of these companies' digital transition.

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USA: OOH Collaboration Yields Big Results

Nancy Fletcher OAAA President and CEO

In our medium, collaboration is as real as our ads, omni-present with impressive results.

When the industry convened in Austin last May, OAAA urged more collaboration as a building block for continued growth and relevance.

Since then, the level of collaboration within our industry has been unprecedented. Six months after our convention, in this column, I’ll do two things. First, express appreciation to collaborators. Second, I’ll highlight – okay, even brag a bit – about your commitment to working together for common goals.

Here are some of the ways we are collaborating for mutual benefit:

Industry Promotional Campaign

The industry launched a massive ad campaign a month ago, generating global publicity, buzz among media influencers, and testimonials.

The Get Out of Home campaign, created by Publicis New York, highlights how OOH competes with and complements online and mobile advertising.

This campaign is a “great new effort to evangelize the power of OOH,” said Sean McCaffrey at Gas Station TV.

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USA: Outfront revenues up 6% in 3Q 2018

Outfront Media had a solid third quarter of 2018.  Outfront CEO Jeremy Male started the call by saying “It was a very satisfying quarter.  We grew revenues across the board, Billboard, Transit, Local, Nationala, US Media and other.”   Here are the results of the 3Q 2018 earnings release. and earnings call transcript.

  •     Revenues increased 6% to $414 million for the third quarter of 2018.  Organic US billboard revenue (adjusted for acquisitions and divestitures) increased 6.4% due to higher average revenue per display and digital billboard conversions.  Organic transit revenues grew 0/3% due to growth in revenue from digital displays.  National revenues were flat during the third quarter while local revenue was up 8%.  Jeremy Male was optimistic about revenue growth saying that it could accelerate into double digits during the fourth quarter of 2018.
  •     Operating expenses increased 5% to $285 million for the third quarter of 2018 due to higher maintenance, compensation, professional fees and strategic business development costs.

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USA: Hivestack CEO on Marketing in the Age of Heightened Regulation

The DPAA Video Everywhere Summit kicked off this week. The annual one day event is dedicated to multi-screen engagement and gathers hundreds of Brands, agencies and others in media to discuss the biggest trends in the out-of-home ad space. Cheddar's Tim Stenovc caught up with Andreas Soupliotis, Founder & CEO Hivestack to discuss marketing in the age of heightened regulation.

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USA: Outfront Media Teams With the MoMA as It Looks to Move Beyond Advertising

One of the biggest outdoor media companies is adorning subway stations with more than just advertising.

Outfront Media announced a partnership on Monday that will feature iconic works from the Museum of Modern Art on digital screens in public transit stations and within some train cars across the New York MTA, Metro North Railroad and Long Island Railroad. The deal is part of a new program meant to explore ways that Outfront can add more editorial content to its digital billboards in major metro areas across the country, such as Boston, Washington, D.C., and the San Francisco Bay Area.

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Canada: PATTISON Outdoor Wins Contract for Saskatoon Transit Advertising

Canada’s leading Out-of-Home advertising company, PATTISON Outdoor Advertising has officially expanded their growing product portfolio in Saskatchewan, with the addition of Saskatoon Transit. The new 5-year contract, effective November 1, 2018, will offer interior and exterior advertising space on 145 transit vehicles in Saskatoon, providing advertisers many opportunities to reach commuters. PATTISON Outdoor now offers coverage in the province’s major markets utilizing advertising products across the Regina, Saskatoon, and Moose Jaw transit systems.

With the addition of Saskatoon Transit into the PATTISON portfolio, we are thrilled to have the ability to offer our clients one-stop shopping for media products in Saskatchewan with coverage on outdoor, digital, airport, and transit,” says Brian de Ruiter, Vice President/General Manager, Prairie Region at PATTISON Outdoor Advertising.

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USA: OOH + Mobile Integration Drive Lift, Recall, and ROI

Data + Mobile + OOH = Results. Need proof? Research shared in Campaign shows that mobile click-through rates increase by up to 15% when supported by OOH. Additional research from Outsmart, states better performing OOH campaigns create a 38% uplift in short-term brand action taken via mobiles, with 66% of all actions being direct to the brand itself.

Mobile display ads give advertisers the opportunity to serve ads within proximity of billboards/displays and other target areas of the market, amplifying the reach of their OOH campaigns. This integrated strategy reaches consumers in the moments that matter — during relevant times when they are most likely to visit, search, shop or share.

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Australia: Lexus Melbourne Cup Reaches New Heights With In-Flight First

Passengers caught mid-air at 3pm on Tuesday November 6 were able to watch the race that stops the nation live on their devices as part of an unmissable campaign by new race sponsor and Victoria Racing Club Principal Partner Lexus.

In a first for in-flight entertainment, passengers onboard wi-fi enabled Qantas domestic B737 and A330 flights were able to live stream the $7.3 million Lexus Melbourne Cup race from their laptop, tablet or mobile phone while in the air.

The stream was part of a week-long Melbourne Cup campaign by Lexus, that also features live broadcast content and advertising to impact travellers as they journey through Qantas terminals and during their flight nationally.

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South Africa: JCDecaux brings JOY to the Gautrain commute

Beauty, glamour, elegance, and JOY are the theme of this month’s commute as Gautrain passengers are treated to the out of home (OOH) portion of Dior’s inspirational, international campaign, featuring Jennifer Laurence as the face of this iconic new fragrance.

The glossy creatives currently gracing much of the Gautrain routes are part of a massive global, multi-platform advertising campaign to launch JOY, a feminine new fragrance by Dior.

It’s the first time in 20 years that the fashion house has released a women’s fragrance, and according to Francois Demachy, Dior Perfumer-Creator: “To tell its story I chose to create an enveloping scent, marked by softness as well as by energy. JOY by Dior is a breath of fresh air, a path one travels, which carries you away.” It is therefore fitting that the advertisements, featuring a high-end shoot of Lawrence on location at a hilltop house in Los Angeles, have travelled across the globe and now find themselves gracing successive billboards across large swathes of the Johannesburg commute.

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UAE: ENOC And Tasjeel Partners With LifeOnScreen For Digital Signage Offering

Digital out-of-home (DOOH) media is expected to reach a 15% annual growth rate for the next four years, overtaking traditional media spend in 2020.

According to PricewaterhouseCoopers, digital out-of-home (DOOH) media is expected to reach a 15% annual growth rate for the next four years, overtaking traditional media spend in 2020. The growing trend enables companies with well-developed digital screen networks to advertise to their consumers.

One example in this regard from the MENA region is ENOC Retail and Tasjeel recently partnering with LifeOnScreen, a Europe-based company that started operations in Dubai in March, which offers an online marketplace for advertisers to directly access a wide network of digital displays and book their campaigns online as well. 

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South Africa: Sifiso Falala takes the reins as new Pan African All Media Research Organisation president

The Pan African All Media Research Organisation (PAMRO) is pleased to announce that Sifiso Falala has been appointed as its new President.

Now in its 19th year, PAMRO is an NPO run by volunteers who are all leading professionals in the media, marketing and advertising industries with the goal of attaining a uniform research infrastructure across African countries so that the results of different nations can be compared with validity.

Falala brings a wealth of experience and passion for positive growth in Africa to the role. Falala is CEO and founder of Plus 94 Research – one of the largest independent research companies in the country, as well as founder of the Sifiso Falala Foundation, an NGO committed to promoting access to basic human rights such as education, health and employment. He has served as PAMRO’s vice president for the past three years and takes over the role as president from Joe Otin.

Speaking at a PAMRO luncheon held at The Saxon, in Johannesburg, recently, Falala said: “I think it’s regrettable and retrogressive that our own South African media research community, which gave birth to a unified African standard, is today fragmented, duplicative and perhaps even polarized.

“I hope, during my time as PAMRO president to help build unity within this sector, as divisions have served to take away the perceived independence of media research.”


Singapore: MediaMath turns to blockchain to combat digital fraud

MediaMath has announced the beta release of the Guaranteed Viewable Market, which leverages blockchain for impression-level verification to deliver fraud free media.

How it works

Specifically, the Guaranteed Viewable Market brings the promises of blockchain – transparency, trust and immutable consensus, and offers omnichannel media execution across mobile, desktop and digital out of home (DOOH) channels.

At the impression level, the platform surfaces inventory with only the highest probability of viewability, based on factors including placement characteristics and publisher contextualization – before it is bought at auction.

Post-impression, inventory is viewability-verified by Moat and measured for fraud by DoubleVerify. Crucially, marketers do not pay for impressions that fall short of the market’s performance 

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