FEPE Out of Home News 10th March 2016

FEPE Out of Home News 10th March 2016


57th FEPE Congress in Barcelona: Tom Goodwin announced as Keynote Speaker 

We are pleased to announce that Tom Goodwin, Senior Vice President of Strategy & Innovation at Havas Media Group in New York will be the Keynote speaker at the Barcelona Congress.

Tom understands new technology, behaviour and platforms, and ideates and implements solutions for clients that take advantage of new opportunities.

Prior to joining Havas, he had founded Tomorrow, an agency that provides innovative advertising and marketing solutions for the post-digital age, positioned at the intersection between digital agencies, creative agencies and management consultancies.

Prior to founding Tomorrow, Goodwin had served as Director, Partner Developmentat IPG Media Lab, driving growth and innovation. He built client relationships, provided strategic insights, and conceptualised new product offerings and revenue models. Before that, he led new business development and strategy for companies, including Huge Inc. and Lowe Worldwide, holding global roles based in the UK and the US.

A passionate futurist and technology trend forecaster, Goodwin brought the western world’s first QR code-based campaign, developed the first interactive outdoor ad, and created the first click-to-install mobile ad.We will be having a series of round table panel discussions which will allow us to bring in many other OOH and industry voices to give their opinions and insights into a range of subjects.

Tom also has:

- Spoken at events in China, India, Sydney, Turkey, Spain, USA and UK in the last year.
- Is quoted in the New York Times,Times, The Economist, WSJ.
- Writes columns for the The Guardian and Media Post, and for TechCrunch, Ad Age, Ad Week, Wharton, World Economic Forum, Wired, Ad Age, Ad Week, The Drum, Campaign.
- Presenter for the ANA and AAAA's.
- On many industry boards.

The 57th FEPE Congress, which will be held between Wednesday June 1st and Friday June 3rd 2016 at the Crowne Plaza Hotel, Fira Center, Barcelona.

Hotel rooms are more limited than in previous years, so we advise booking as soon as you can if you hope to stay at the Crowne Plaza

The link for the booking form can be found on the FEPE Homepage, at www.worldooh.org 

Further details will be announced on the FEPE website, and in future newsletters.

UK: JCDecaux begins 'world's biggest' rollout of digital screens on London bus shelters

JCDecaux has begun what it claims is the world's biggest rollout of digital street furniture on bus shelters across London.

The French-owned outdoor giant won the Transport for London bus shelter contract from Clear Channel last year. This week's move is the start of what the company calls a "digital transformation" with 1,000 new screens going up in leading locations, including Covent Garden, Holborn and Knightsbridge.

The bus shelters will have 84-inch, connected, dynamic HD screens which were described by JCDecaux as "the largest ever deployed at scale", adding nearly 40 per cent to the screen size. The new bus shelter screens will cover the capital’s major shopping areas, accounting for £1 in every £5 of the UK’s retail spend, according to data from JCDecaux.

The rollout comes just a week before TfL decides its £1 billion Tube advertising contract for which JCDecaux is bidding against Exterion Media, the incumbent.

Jean-François Decaux, the chairman and co-chief executive of JCDecaux, said: "The start of our digital bus shelter transformation doesn’t just mark an important milestone for JCDecaux, but also for London.

"We are committed to making London the global showcase for digital out-of-home and forecast more than 50 per cent of UK advertising revenues to be coming from digital by 2017."

JCDecaux admitted last week in its annual results that UK revenues rose only 0.4 per cent on an organic basis, blaming "softness" in the market last year.


UK: Unlocking the potential of IoT in advertising

By Mick Ridley, ‎Head of Data & Technology at Exterion Media

The Internet of Things (IoT) is still nascent; whilst there have been some interesting case studies of IoT in advertising, these are still isolated. Before the IoT can create real economic value in the ad space, technology needs to continue to evolve, so that we can truly embrace the data-driven decision-making opportunities whilst overcoming the data security and privacy issues that come hand in hand with IoT systems.

As the DOOH landscape continues to grow, we are making movements towards using the IoT by implementing innovative technologies, such as beacons, and developing new partnerships to serve our advertisers with targeted and efficient campaigns.

What does the future of advertising look like?

As more devices and physical assets connect, the implications in the ad space will be huge. Coordinated understanding of aggregate levels of data will enable brands to communicate with individuals using relevant ad messages across a variety of mediums. There is a huge investment happening in DOOH – but as an industry, we haven’t yet realised its full potential. The IoT will give us the opportunity to realise the flexibility that DOOH provides, and in turn will transform campaign optimisation.

The IoT will shift the way we interact with and understand our surroundings through optimisation and prediction. It will be able to tell us things about the urban environment, such as adaptive traffic control and environmental monitoring, so we can deploy contextual messaging to the right audiences and at the right times. It is this in-depth knowledge in real-time that will give us the ability to act quickly enough to take advantage of it.

How important is data when designing an ad campaign?

Data only has value when it has utility, and from a marketing perspective, this means commercially relevant insight. Advertisers are used to receiving a deep level of insight from online channels and are compelled to use this to justify planning and decision-making. The biggest driver for increased data usage in advertising is to communicate, engage, and serve customers better and provide more intelligence around campaigns, both in front-end planning, in-campaign, and back-end measurement stages.

OOH media owners, driven by their advertising clients, want the ability to segment and target audiences with wide-ranging interests and behaviours, whilst also achieving scale and context. Data enables companies to do exactly this. By overlaying volumetric data with behavioural sources, we can better understand audiences, and plan and execute campaigns. This makes OOH as a medium more attractive because it can still fulfil the large broadcast-scale needs of advertisers, but with its ability to cluster audiences, it can also be more targeted and relevant.

We use third party data to track consumer’s movements and behaviours to help advertisers select what OOH media sites to deploy to increase advertising awareness. In the coming years, we will see a shift towards using real-time data, such as travel, client, and mobile data, rather than simply using historical data as a predictor. The IoT will be an enabler of this.

Full article here

Ireland: Irish OOH Market Enjoys Strong Growth in 2015

The Irish Out of Home (OOH) market grew by around 7% in 2015 according to Kinetic, the OOH media specialist.

According to Kinetic, improved quality and the introduction of new formats all played a central role in delivering this growth. Innovation was a central theme with advertisers creating new and exciting ways to engage with consumers. Traditional formats also played an important role with large format including 48 Sheets, 96 Sheets, Commuter Squares, Metropoles & Golden Squares accounting for 31% of spend. Small format accounted for 45% of spend while transport formats such as bus formats, interior rail and Luas formats took 17% of overall spend.

“For the third consecutive year, there has been a year-on-year increase for the OOH sector,” says Simon Durham of Kinetic. “Out of Home continues to evolve and become more appealing to advertisers due to the range of formats, creative opportunities and innovations that are available. Advertisers are embracing new technologies and ways of using Digital Out of Home, however traditional formats are still performing strongly and experiencing growth. Innovation is very much at the forefront of what Kinetic delivers. Our Kinetic Active departments work closely with clients, creative and media agencies to bring ideas to life and deliver media-firsts,” he says.

He adds that Digital Out of Home Advertising (DOOH), currently recorded under small format, continued to be a popular format for advertisers taking an estimated 12% of the total OOH spend in 2015. This is expected to grow to 16% in 2016. DOOH is particularly attractive to advertisers due to its flexibility, which ranges from day part buying, temperature-reactive, audio-activated and dynamic campaigns, which allows for further engagement with target audiences.

According to Kinetic, the top spending category was household services, which accounted for around 17% of OOH spend. This included the likes of high profile campaigns from Virgin Media and Sky, both of which have been slogging it out to win market share. With an investment in the order of €3.2m, bSkyb pipped its rival Virgin which had an estimated spend of around €2.9m.

Full article here

UK: Proxama partners with Google to deliver world’s first Physical Web experience for consumers

MyStop™ is live on Exterion Media’s London bus beacon network, utilising the latest version of Google Chrome

Proxama PLC, the leading mobile proximity marketing experts, has worked closely with Google to launch the world’s first deployment of a Physical Web consumer engagement experience. The campaign launches in London in partnership with Exterion Media, Europe’s largest privately held Out-of-Home (OOH) advertising business, via Google’s Eddystone open beacon format.

The MyStop™ web experience from Proxama delivers real-time transport updates to London commuters and travellers’ mobiles, as well as contextually relevant advertising. The service will be available to passengers with the Chrome browser installed on both iPhone and Android, initially across London buses. Passengers can use the service to see real-time route updates and status as well as set a reminder notification as they approach their chosen stop, according to their exact location on the bus route.

Brands will be able to use the beacon network to engage and advertise to London travellers, through the MyStop progressive web app service. London travellers are a highly sought after demographic - during ‘dwell time’, when they are most responsive to relevant and timely content. Bus travel in London accounts for more than half of all bus journeys in the UK with 2.36bn trips in the capital.

Eddystone boosts the reach and capability of beacon campaigns because it enables any smartphone with the Chrome browser to interact with the Physical Web without the need to download an app. With 47% of all handsets shipping with Chrome, this approach enhances the scale of campaigns significantly, and with it the potential to increase the Return on Investment on mobile advertising campaigns.

“Proxama has long seen the potential in beacons for delivering great consumer experiences via mobile. The ability to deliver contextually relevant messages and content to specific demographics has been the Holy Grail for brands for many years.” said Jon Worley CEO of Proxama’s Marketing Division. “We’ve partnered with Google to ensure our TapPoint® platform supports Physical Web experiences, meaning brands will no longer have to worry about whether a consumer is using this app or that device – just that they are connected to the internet. Through Proxama, brands are now deploying beacon enabled campaigns to large numbers of consumers rapidly and without technical complexity. We expect further roll outs in London and the UK over the coming months across transport networks and high footfall destinations such as shopping malls, stadiums, city centres and events.”

“It’s clear that Eddystone and the Physical Web creates exciting engagement opportunities for brands to better engage with consumers on the move. We have enhanced our bus beacon network to support Eddystone and we’re excited to see how brands take advantage of this. Along with our recent Fox and Shazam Kung Fu Panda 3 campaign announcement, this is yet another indicator that 2016 will be the year beacon technology gains significant market traction.” said Mike Wood, Product Strategy and Innovation Director, Exterion Media.

Google Chrome is the first web browser to support Physical Web notifications from Eddystone beacons with FireFox, Opera and Microsoft’s new Edge browsers expected to come on board imminently.

Italy: Clear Channel scoops award for Rome airport digital advertising project

Clear Channel Italy has been awarded the title of ‘Most Innovative Digital Project’ at the 2016 Integrated Systems Europe (ISE) show.

Victorious in the ‘Transport Facility’ category, the company was recognised for its digital advertising programme at Rome Fiumicino Airport.

Working with ADR – Aeroporti di Roma, Clear Channel’s goal was to change the advertising business model at the airport “in order to more efficiently and innovatively meet the changing needs of the market and of clients who invest in the airport advertising asset, a point of reference for out-of-home”.

The project was designed, created and installed in just two years, and featured the first seamless digital columns in the world, which have now also been implemented at airports such as Heathrow and Hong Kong.

Also notable is the fact that the programme led to a 40% reduction in advertising space, according to ADR’s ‘less is more’ strategy. The partners instead put a strong focus on creating advertising spaces that would lead to more interaction with audiences at the Rome airport.

Other shortlisted candidates in the Transport Facility category were Telent (London Underground), H. Robert Guild Associates (Hamad International Airport, Qatar) and Stentorius (Gare Montparnasse, France).

The InAVation Awards event, organised by InAVate in collaboration with ISE, was held in Amsterdam on 9 February.

Clear Channel Italy Airports Director Jonathan Goldsmid said: “Being shortlisted with such important companies makes this award even more valuable. From the start, we were so enthusiastic about realising this project because we feel it is a real game changer in the out-of-home market.

“We have shown our utmost commitment and have made all our know-how gained in the airport sector available to ADR, exploiting the excellent competences of Clear Channel Outdoor in the international field, gained by operating in over 260 airports worldwide.”


UK: Econometrics must stop giving out-of-home a rough ride

It's time to challenge the idea that out-of-home does not perform well, writes Outsmart's Tim Lumb.

There is a common misconception within the industry that Out Of Home (OOH) struggles to deliver measurable ROI within econometric models.

Historically, this has largely been due to the lack of robust, consistent, OOH audience data for modellers to utilise.

Route, which was launched in 2013, is key to overcoming this. Route is the industry standard for OOH media measurement (think BARB for TV, NRS for print, UKOM for online etc.), and provides audience estimates for OOH advertising in the UK.

It has become the currency in planning, trading and valuing advertising investment in OOH, and enables advertisers to identify impacts which were not previously measurable. Crucially, Route data provides the granularity and variation that modellers love.

However, there are other considerations when assessing OOH in the econometric context. One of OOH's great strengths is that it creates unavoidable impact that builds brands. If the creative for an OOH campaign is principally aimed at longer term brand metrics like fame, favourability or loyalty, assessing its impact specifically against short-term sales is not the best measure.

As Les Binet and Peter Field highlight in their book The Long & The Short Of It; brand building drives long-term success. Advertisers need to identify whether the OOH creative execution matches the ROI metric that the model is using.

In short: what does the 'R' in ROI stand for?

Full article here


USA: 2015 Revenue Tops Previous Historical High Set in 2007

Out of home (OOH) advertising revenue rose 4.6 percent in 2015 compared to the previous year, accounting for $7.3 billion, based on figures released by the Outdoor Advertising Association of America (OAAA). OOH spend was up 5.8 percent in the fourth quarter, compared to 2014. The revenue total marks an all-time high for OOH with 23 consecutive quarters of growth since the recession.

“The new record-high revenue OOH achieved in 2015 proves advertisers recognize the medium’s value, said OAAA President & CEO Nancy Fletcher. “OOH is the only form of traditional media, other than cable TV, posting continuous growth in a fragmented advertising market.”

Among the top revenue categories, those with the greatest growth increase in 2015 included Miscellaneous Local Services & Amusements +9 percent; Retail +8 percent; Government, Politics and Organizations +6 percent; Automotive Dealers & Services +6%; and Financial +4%.

Of the top 100 OOH advertisers in 2015, 53 had increases in OOH spend equal or greater to the industry increase of 4.6 percent. Ranked in order of OOH spending, the top 10 advertisers in 2015 were McDonalds, Apple, Verizon, Warner Bros Pictures, Metro PCS, Coca-Cola, Geico, Universal Pictures, Chase, and Samsung. McDonalds and Apple retained the top two positions for the third consecutive year.

The top 20 parent company advertisers included six from the technology sector: Apple, Deutsche Telekom AG, Verizon, AT&T, Google and Samsung. Among the top 100 OOH advertisers with the greatest spend increase for 2015 were Amazon, Beats Store, Boost Mobile, Draft Kings, Epson, Ford, IBM, Lyft, Microsoft, Netflix, Planet Fitness, Sprint, T-Mobile, Verizon, and Yahoo. New to the top 100 list were Draft Kings, Epson, Lyft, and Yahoo.

“OOH’s ability to augment mobile, online, and social media efforts is one of the many reasons the industry posted strong growth with both local and national advertisers in 2015,” said Stephen Freitas, OAAA chief marketing officer. “The expansion of digital OOH formats provides advertisers with broader opportunities to engage with today’s mobile consumers. These factors are the foundation for the positive outlook media analysts are projecting for OOH over the next few years.”

OAAA issues full industry pro forma revenue estimates that include, but are not limited to, Miller Kaplan and Kantar Media (which is not adjusted to reflect changes in data sources), and member company affidavits. Revenue estimates include digital and static billboard, street furniture, transit, and alternative OOH (which includes digital place-based video and cinema advertising).


USA: xAd and OUTFRONT Media Ink MarketPlace Beta Partnership

xAd, the leading location platform that enables marketers to reach the right people based on the real places they visit every day, announced a partnership with OUTFRONT Media Inc, one of the largest out-of-home media companies in the U.S., to expand the OUTFRONT mobile product set. OUTFRONT has signed on as an official beta partner in xAd MarketPlace, the first and only fully transparent, self-service platform for the buying and selling of locations.

With the rise of mobile usage, consumer behaviors and expectations have shifted dramatically, and marketers must adapt in real-time to meet their needs. Increasingly, a consumer's location has become one of the most important variables in leveraging moments of consumer intent. While most traditional media optimizes within siloes, the MarketPlace tool combined with OUTFRONT's assets reinforce the priming effect of coordinated messaging in generating buying intent behaviors from consumers. This combination of big screen (outdoor message) – small screen (mobile ad) impact, delivered with location-based relevance, amplifies the effect of each media.

As a market leader in the mobile and out-of-home combined space, OUTFRONT Media will create these custom audience segments to more fluently leverage location and behavior structure in the out-of-home space. Understanding location is a vital tool to audience behavior, as well as a method to reach clients using multiple media to influence outcomes. By reinforcing messaging across multiple media, OUTFRONT has already seen a lift in consumer engagement with mobile and out-of-home. These types of tools will assist marketers in making their campaigns perform better.

xAd founder and CEO, Dipanshu "D" Sharma, launched MarketPlace last week at Mobile World Congress in Barcelona announcing, "For the first time ever, marketers will now be able to leverage real-time consumer intent like they can do today for search—but for the physical world." Sharma continued, "It is a testament to the foundational accuracy of our platform that OUTFRONT relies on xAd MarketPlace to amplify the reach of their out-of-home placements."

As an early adopter of MarketPlace, Jeremy Male, Chairman and Chief Executive Officer at OUTFRONT Media explained, "The xAd MarketPlace gives OUTFRONT an opportunity to build our own custom audience segments in proximity to our out-of-home locations based upon the most accurate location platform available." Male continued, "This expands the OUTFRONT Mobile Network offering with unique location-based solutions for our clients. We plan to use MarketPlace as our mobile toolset when combining media for the benefit of our clients as it ultimately allows for improved client engagement."

MarketPlace is available now in limited beta, with further availability to be announced in the near future. For more information on MarketPlace, or to be considered for the MarketPlace limited beta program, please visit www.xad.com/marketplace.


USA: Billboards in L.A.: Old-School Method Still Gets Results in Busy City

Alongside more modern strategies for capturing consumer attention for film and TV releases — social-media blitzes, viral marketing strategies and other types of digital content — there’s one old-school method that continues to draw eyeballs: billboards. And nowhere do those plugs for entertainment properties get more play than in Los Angeles, the second-largest U.S. market for outdoor advertising.

Many Hollywood advertisers view outdoor as a “reminder” medium, playing a supportive role in campaigns that allocate more money to other media. One executive says that a film with a marketing budget of $25 million will typically spend $250,000 on outdoor advertising in L.A.

On the TV side, marketers note that L.A.’s position as an “influencer” city makes it ripe for outdoor advertising. “If done right, [outdoor] telegraphs that there is an event, and this is something important to which you should pay attention,” says Alexandra Shapiro, executive VP of marketing and digital for USA Network. “Does it ultimately translate into ratings? No. There’s not a cause and effect. But does it play a role in the overarching image-building campaign that we all need? For sure.”

Entertainment and media companies are among the top spenders on U.S. outdoor advertising, according to the Outdoor Advertising Assn. of America and Kantar Media. The top 20 nationwide spenders for 2015 (led by McDonald’s) included Apple, at No. 2 at $59.2 million; Warner Bros. Pictures, No. 4 at $34.4 million; Universal Pictures, No. 8 at $25.2 million; NBC, No. 15 at $19.7 million; Fox, No. 16 at $19.5 million; 21st Century Fox Pictures, No. 19 at $17.8 million; and HBO, No. 20 at $17.5 million.

Film marketers note that outdoor has the best impact for big-budget, broad-appeal movies, but can be less effective for titles that appeal to niche audiences. TV marketers, meanwhile, say that the limitations of a single static image force them to hold back on providing detailed tune-in information that can clutter the message and be difficult to digest by consumers passing by in cars. Dramas, they say, are best suited for outdoor because the themes can be encapsulated in an impactful message; comedy is harder to boil down into a singular image. One marketer explains that he likes to buy billboards for kids movies, because when children see them on the road, “They can immediately nag their parents while they are driving.”

Competition for space is fierce. “Fall is a huge issue for everyone in the entertainment community in terms of getting space, because a lot of people are grandfathered in during that time period, and there isn’t enough inventory to go around,” says Stephanie Gibbons, president of marketing, digital media and on-air promotions at FX Networks. Alison Hoffman, executive VP of marketing at Starz, also says that inventory in L.A. is hard to come by.

“We book very far in advance for the units that we feel will help us on the viewer side, but also help us talk to the other communities in Hollywood. And you pay a premium for that.”

Full article here

USA: Clear Channel Outdoor Americas hires first head of programmatic, Wade Rifkin

Clear Channel Outdoor Americas, a subsidiary of iHeartMedia Inc., today announced that Wade Rifkin has joined the company as Senior Vice President of Programmatic, a newly created position. Reporting to Clear Channel Outdoor Americas Chief Executive Officer Scott Wells, Rifkin will define the company’s programmatic strategy and lead the execution and management of the company’s programmatic approach. He joins CCOA from ShareThis, the social data platform, where he was Vice President of Programmatic Partnerships.

In this new role, Rifkin will pilot the development of significant partnerships with data providers and ad technology companies to bring programmatic out-of-home (OOH) offerings to buy-side advertising partners.

CCOA’s hiring of Rifkin is the out-of-home leader’s latest move toward a sophisticated programmatic offer that streamlines OOH buying and maximizes ROI. Rifkin joins CCOA following the company’s launch of Clear Channel Outdoor RADAR, its new suite of research, data and analytics tools to help advertisers and advertising agencies more effectively plan and buy CCOA media to reach target audiences and measure the impact of their out-of-home (OOH) campaigns.

“Clear Channel Outdoor Americas is executing aggressively against its strategy of offering marketing partners innovative solutions – particularly through digital and mobile enabled products – that change the way brands think about out-of-home and how we can help them reach their target audiences,” said Wells. “Developing a compelling programmatic platform is an important part of our strategy to make out-of-home easier to buy and a more integral part of a brand’s purchasing decisions. Wade brings an impressive breadth of experience in digital marketing that includes a strong background in developing programmatic solutions geared for measurable and meaningful success, and we’re very excited to have him on our team.”

Rifkin will work closely with CCOA’s technology, marketing and sales operations teams to ensure the ad tech and data infrastructure successfully supports the needs of programmatic buyers. He will identify new market requirements, define and execute CCOA’s audience strategy and develop new ways to package OOH inventory for programmatic buying.

As Vice President of Programmatic Partnerships for ShareThis, Rifkin was responsible for identifying new opportunities to bring the ShareThis data set to market through business development across the programmatic landscape. Before ShareThis, he was Vice President of Programmatic at DigitasLBi_US where he established their Programmatic practice across the U.S. and North America. Rifkin was also Vice President and Group Media Director for Digitas where he led two digital media teams and directed various American Express-branded initiatives. Previously in his career, Rifkin held positions at Wieden + Kennedy and Moxie Interactive. Rifkin holds BAs in Communications and Psychology from the University of Connecticut.



Australia: CMO interview: Out-of-home's renaissance

Martech is evolving quickly, bringing a fresh raft of marketing opportunities and challenges says oOh!Media CMO Michaela Chan

Technology has driven a lot of change in the out-of-home advertising space and providers like oOh!Media have been working to harness these digital innovations to create campaigns that boost engagement and customer experience with brands.

But the fast-paced environment also brings with it a new wave of challenges, which are keeping OOH providers on their toes.

oOH!Media CMO, Michaela Chan, says while many suggest the OOH industry is going through a renaissance, it is the marketing and advertising industry as a whole that is experiencing an unprecedented rate of change, fuelled by technology and innovation across digitally enhanced data platforms.

“Marketers and advertisers must now deliver more than campaigns borne out of a clever creative strategy and an integrated media plan,” she tells CMO. “They have to demonstrate an audience-driven approach to effectiveness of those plans as a return on investment across the marketing funnel – awareness, consideration, trial and of course purchase underpinned by the successful application of technology.”

Chan sees the data-driven era of today as the evolution and inversion of the traditional below-the-line, direct response approach.

“Advertisers and marketers take a ‘one-to-one’, ‘one-to-some’ or ‘one-to-many’ approach, and as a result, they need to more quantifiably track customers’ path to purchase and ultimately measure the return on investment - optimising spend to deliver improved retention, acquisition and growth business results,” she says.

“For marketers to develop a sustainable strategy that will produce better business results, technology is more than an enabler. It is the cost of entry for improved success in employee engagement, acquisition and retention of customers, industry leadership and of course, ultimately improved shareholder return.”

Leveraging technology as a modern marketer

To better leverage technology to improve ROI and ultimately produce better results, Chan suggests starting with the end in mind by being clear on the business problem being solved. This is true for both B2B and B2C marketing.

Full article here

New Zealand: Outstanding Growth for Out-of-Home in 2015

The Outdoor Media Association of NZ (OMANZ) today announced their 2015 full year revenue total of $79,726,406 showing a year on year increase of 12% over 2014.

The growth was substantial and consistent throughout each quarter of 2015 but with a significant spike in Q4, where it peaked at 24%.

OMANZ Spokesman, Adam McGregor said, “2015 was another very strong year for OMANZ members. Our results have now demonstrated 3 consecutive years of growth for the first time since records began, following 2013 (+13%) and 2014 (+7.2%) and we are confident that this will continue into the future with the ongoing disruption and decrease of spend on some other media channels.”

“Out of Home media provides a solid broadcast platform that advertisers can rely on. And with ongoing technical developments and increased digitisation many displays are becoming more dynamic and interactive, offering advertisers greater creative opportunity than ever before. So while other media suffers with the continual rise of all things interactive, Out of Home will benefit.”

According to Nielsen data some notable increases in OOH spend year on year have come from airlines, travel, automotive, financial institutions, alcoholic beverages, beauty and media. The increased spend isn’t limited to the larger advertisers either, huge increases have come from a broad array of smaller spenders too, demonstrating a wide scale increased confidence and understanding of the value Out of Home has to offer.

OMANZ member operators continue to invest in a number of initiatives to offer advertisers even more high quality Out of Home solutions, with the aim of exceeding our target of 5% share.

Australia: Request for Proposal delivered to shortlist of eight to build Automated Transaction Platform

The Outdoor Media Association (OMA) has today announced that a shortlist of eight companies/consortiums have been invited to submit a Request for Proposal (RfP) to build the Australian Out-of-Home (OOH) industry’s world first Automated Transaction Platform (ATP).

“We are embarking on this ambitious world first with unanimous industry support and obvious interest from home and abroad. We learned a lot from building our audience measurement system MOVE and the ATP will build on this success. We want to make the transactions of briefing, proposal evaluation, booking and billing OOH as seamless and easy as possible, with credible data included that helps agencies and clients better utilise the benefits of our channel,” said Grant Guesdon, chief architect of the project and General Manager of MOVE (Measurement of Outdoor Visibility and Exposure).

Twenty one companies/consortiums from Australia and overseas submitted an Expression of Interest (EOI). All companies/consortiums who submitted an EOI were interviewed by the OMA giving each an opportunity to demonstrate their capabilities, and following this, the short list of eight proponents was drawn. On 9 March 2016, the RfP was delivered to the shortlist, detailing the specifications and standards required by the industry to build the platform.

“We believe the ATP will amalgamate our industry and create real time savings for planners and buyers of our channel, giving them fast access to visualise information about their campaigns and audiences, as well as the evaluation process. This was a very competitive EOI and it was a hard task shortlisting twenty one very solid bids down to eight. The EOI process has also allowed us to gain great insights into the technology that is available out there,” continued Guesdon.

Wirth Consulting were contracted to write the Technical Specification for the RfP. Further announcements about the successful RfP proponents will be released in the coming months.


Malaysia: New laws to regulate advertising

SELANGOR Local Government, New Village Development, Legalising of Factories Committee chairman Ean Yong Hian Wah says new laws have been drafted to regulate the size, spacing, positioning and lighting of outdoor advertisements. “Outdoor advertising state-wide needs to be regulated.

Advertisements on shoplots must conform to a standard size while the placement of billboards and digital advertisements along main roads need to be governed. We drafted the by-laws and it is now with the Attorney-General’s Chambers awaiting approval,” he said.

He added that currently there were no uniform by-laws for the state government to govern outdoor advertisements. “With the demand for outdoor advertising growing in Selangor, some districts are burdened with huge advertisement boards. We need a comprehensive legal framework at all local councils to address the boom in outdoor advertising,” he said. Ean Yong rubbished talk that the state wanted to ban billboards but added that the new laws were meant to regulate outdoor advertising in a fair manner to help businesses thrive.

“We need to regulate outdoor advertising with the aim to implement a one-stop centre approach to obtaining authorisation and permits,” he said. He added that the new laws would ensure applications were processed within a reasonable time frame, be in compliance with the local council’s planning regulations and are within fire safety parameters with reduced red tape, and increase revenue from outdoor advertising.

“All this while, outdoor advertising regulations were left to the discretion of local authorities. “Petaling Jaya City Council (MBPJ) had come out with a set of regulations that were implemented in January this year. “We used PJ’s framework and consulted various stakeholders, including the Fire and Rescue Department, to draft the new laws,” added Ean Yong.

He said the new laws included digital screens and were more comprehensive. He was responding to an earlier StarMetro report of large advertisements that covered windows of buildings making them a fire trap.

Full story here