FEPE Out of Home News 10th November 2016

FEPE Out of Home News 10th November 2016



FEPE NEWS: Former ISBA media chief Bob Wootton joins FEPE International as Executive Director Designate

FEPE International, the global federation for the out of home industry, has today announced the appointment of Bob Wootton as Executive Director Designate with immediate effect.

He will work alongside current Executive Director and industry doyen John Ellery until the next FEPE Congress in Stockholm in June 2017, after which will assume a fuller role.

John Ellery, Executive Director FEPE, said: "I am delighted that Bob Wootton has agreed to join the FEPE team. We’ve worked together and known each other for many years and I know that his enthusiasm and his media and out of home knowledge will be a great asset for FEPE International.”

Matthew Dearden, outgoing Clear Channel CEO EMEA and current FEPE President, said: "John has played a huge role in building FEPE and the OOH industry worldwide to the status it enjoys today. In Bob Wootton we’re fortunate to have someone who can build on this to take the industry into a new era of positive growth.”

Bob Wootton said: “Out of home offers the very best of both worlds - brand fame at scale and hyperlocal targeting and integration. “I'm delighted to be joining FEPE at such an exciting time for the industry. John, general secretary Mark Flys and the team have done a great job establishing FEPE as the go-to place in out of home. “I'm looking forward to maintaining this momentum and helping drive FEPE even further forwards."


UK: Automation will free us to add value where it counts

By Charlie Makin

Programmatic obfuscates a simple concept - automation allows us to use our expertise elsewhere.

Automation will free us to add value where it counts A little while ago, Jerry Buhlmann said that Dentsu could be "approaching 100% programmatic by 2020". It created a minor storm for two reasons: Buhlmann, global chief executive of Dentsu Aegis Network, is a highly regarded industry leader, and programmatic is a value-laden term.

Programmatic has been weaponised in the increasingly hostile power struggle between agencies and clients over fees, costs and rebates. It is, without doubt, the most contentious area in the report published earlier this year by the Association of National Advertisers in the US about lack of clarity between marketers and agencies.

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Belgium: EASA launches a new International Council on Ad Self-Regulation

At EASA’s Biannual Meetings, which took place between 24 and 26 October 2016 in Lisbon, EASA launched a new International Council on Ad Self-Regulation (ICAS) – an international platform to promote effective advertising self-regulation worldwide. The new ICAS will unite global Self-Regulatory Organisations (SROs) and international Industry Associations to form a powerful council that will facilitate the set up of new SROs in emerging markets, help empower them and provide a platform to discuss and work on solutions regarding the global challenges faced by the advertising industry.

Amongst its founding members, ICAS can count SROs from Asia Pacific, North America, South America, as well as several of the largest European SROs. Through EASA, all European SROs and Industry associations will be represented, thus becoming part of the network of the new ICAS.

On the side of the industry the most notable founding members of ICAS is the World Federation of Advertisers (WFA) which has been driving the development of ICAS together with EAS and FEPE International.

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UK: Bright Green Technology partners with amBX to bring dynamic lighting to DOOH sites

Bright Green Technology, has further developed its Enhanced Illumination range to include lighting control software from amBX.

Bright Green Technology works with outdoor media owners all over the world to improve the quality and impact of OOH advertising. Enhanced Illumination brings dynamic lighting to media sites, increasing impact and setting them apart from their surroundings.

Software from amBX, delivers high performance lighting control without the need for programming or a complex interfaces. Digital content is interpreted in real time and automatically matches ambient lighting to what’s on display. This means that lighting can be in corporate colours or that creative effects can be triggered in time with the content.

The unique amBX system has already been adopted by major media owners. Bright Green Technology will be managing sales to the OOH market and introducing the system to new clients.

Neil MacDonaldcGregor, Chief Operations Officer of amBX: “Bright Green Technology is the acknowledged lighting expert in the OOH market and we are delighted to partner with them. Together, we are bringing a new dimension to lighting media sites and we are looking forward to delivering projects with real impact”

Andy Clark, CEO of Bright Green Technology: “Working with amBX will be a powerful combination of state of the art lighting software, high quality lighting systems and the passion for innovation that both companies share”

UK: The DailyDOOH Gala Awards finalists announced

Now in its fifth year, The DailyDOOH Gala Awards recognises excellence and promotes best practice in the industry. The awards take place on December 1st at Banqueting House. Here are this year’s finalists: –

Best QSR / Bar or Restaurant Deployment

NUSA Kitchen | Beaver Group Harry Ramsden @ Blackpool Tower | Pixel Inspiration Levy Restaurants @ ExCeL | Beaver Group

Best High Street / Mall / Supermarket / Convenience Store or Forecourt Deployment

Kärcher and Clas Ohlson Retail Chain | NEC Display Solutions | Smartsign | Clas Ohlson Key Foods Information Network | Impax Media AT&T Flagship Store San Francisco | NanoLumens | MaxMedia

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UK: Kellogg’s UK launched a dynamic tweet to screen campaign #Strengthis

Kellogg’s has re-branded their Special K cereal line to be more aligned to today’s dietary requirements and become ‘more relevant’ to women, with new messaging focusing of the inner strength of woman and what is required to get them through today’s busy life.

To launch the re-brand, two events were created, one in La Defence in Paris and the second in London’s Waterloo Station. Each event ran for four days and consisted of many exciting elements for those passing through the locations, including an experiential activation where samples of the Special K flavours were distributed and people could get a photo in a designated Instagram booth.

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Netherlands: Digital Signage continues to show the way at ISE

In recent years, Digital Signage has been the fastest growing category at Integrated Systems Europe (ISE). Not only has the Digital Signage market seen significant growth over the last five years, ISE has partnered with invidis consulting – a leading voice in Digital Signage and DooH. This has added additional weight to ISE’s Digital Signage offering, both in terms of exhibitors and educational content.

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USA: OUTFRONT Media Reports Third Quarter 2016 Results

"Improving yields helped deliver 2.3% organic revenue growth in the third quarter, which translated into significantly higher OIBDA and AFFO growth. We expect 2016 AFFO to come in at - or slightly above - the top end of our guidance, while we continue to invest in our business," said Jeremy Male, Chairman and Chief Executive Officer of OUTFRONT Media. "We see national advertising improving in the fourth quarter, and are encouraged by the productive conversations we are having with our clients regarding their out-of-home advertising campaigns in 2017."

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USA: West Hollywood Belltower: can a billboard really be a work of art?

The billboard has a deep connection to the city of Los Angeles, beckoning to motorists as they cruise down the city’s boulevards and freeways. The design and function of the billboard have changed very little, with the addition of digital screens being the only development in decades. Large, bright and bold, they are meant to attract the attention of those speeding by with their clear, straightforward messages that can be easily grasped in an instant. But a new project on the Sunset Strip aims to reimagine the billboard as something more.

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USA: Positioning OOH for Continued Growth and Prosperity

Nancy Fletcher OAAA President and CEO

Amidst rocketing change, how do we position OOH for continued growth and prosperity? We come together to create a bold, new five-year vision for the medium that positions OOH advertising as a core media buy, right alongside mobile, social, and digital advertising.

In a wonderful example of collaboration, creativity, and strategic thinking, leading CEOs and CMOs from around the industry gathered this summer and spent the next four months crafting a unified positioning strategy that will fuel the success of OOH advertising for the next five years. The companies that participated in the task force are Adams + Fairway Outdoor Advertising, Clear Channel Outdoor, Intersection, JCDecaux, Lamar Advertising Company, OUTFRONT Media, and Reagan Outdoor Advertising.

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USA: New York Digital Signage Week Recap

What a difference a week makes … 168 little hours. Actually, New York Digital Signage Week, the series of events that attracts thousands of digital signage leaders, out-of-home media owners and other industry players, was only comprised of 120 hours since it was technically held from October 24 through October 28, but who’s counting? The important part is that this crucial initiative and gathering, first organized in 2012 by the Minstry of New Media, went off without a hitch. Here’s a quick breakdown of all the main events in case you missed it:

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Australia: New Commercial and Sales team appointments at Adshel

Adshel today announced several staff changes that include the appointment of Collene Wright as the new Commercial Manager and the appointment of Michael Riach as Executive Head of Sales Southern States.

Collene moves from her current role as State Sales Manager to oversee crucial commercial partnerships and play a key role in the development of Adshel's offering in Victoria. She will report to Adshel’s Commercial Director Greg Power, who said of the appointment, “Adshel’s partnerships in Melbourne represent some of the most important relationships we have. I am delighted that someone with Collene’s ability to identify and deliver partner-focused solutions will be adding value to those partnerships, and that we are able to develop talent from within the business.”

As part of the changes Michael Riach, currently Head of Sales Strategy and Sales Operations, will move into a new role as Executive Head of Sales Southern States, overseeing the sales teams in Victoria, South Australia and Western Australia. Michael has been with the company for two and a half years, having joined from News Corporation in Perth, and having held senior roles in Fairfax Media.

David Roddick, Sales and Marketing Director of Adshel said, “With the launch of additional Adshel Live screens in all markets and with further product development planned for the entire national network, there is an enormous opportunity to capitalise on the great work Collene has done and build Adshel in Victoria, SA and WA to even greater heights. I am thrilled that we can benefit from Michael’s knowledge of both our business and these markets, to make the most of that opportunity.”

Australia: Intelligent street furniture to boost smart city concept

One of the key issues facing town planners, councils and developers is how to make cities smart and flexible in the new-age of work and life balance.

There are many new designs to make capital cities "smart" from public transport to general amenities. According to Knight Frank's Global Cities 2017 report, fast-growing cities are centre stage in the digital and creative revolutions, and in most of the global cities supply is not keeping pace with demand for both commercial and residential real estate.

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South Africa: Brands go big on OOH (in more ways than one)

By Peter Lindstrom

Out of home (OOH) has traditionally been seen as a secondary, non-core advertising medium, with advertisers and agencies allocating it a meagre 4% share of advertising spend.

Now, however, OOH is increasingly stepping into the limelight as a ‘Media Superstar‘, with brands using it to do more of the heavy lifting. According to OAAA, spending on out of home increased by 3.3% in the first quarter of 2016, with McDonald’s, Apple, HBO, Verizon, and Chevrolet being the top five advertisers across this medium. And, interestingly, several brands are said to have more than doubled their OOH spend from the year before, including Chevrolet, Ford, Budweiser, Showtime, Amazon, HBO and Walt Disney Pictures.

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Singapore: Moving Audiences, Asia’s First Unified Online Platform For Out-Of-Home Advertising, Linking Over 2,000 Digital Billboards In Six Nations, Launched In Singapore

- 28 Asian media owners, including Singapore Press Holdings and MediaCorp, have signed on to digital platform

- Platform will offer analytics and metrics to measure targeted audience viewership

- Initially targets OOH market in six ASEAN countries and India valued at US$1.3 billion currently

Asia’s first unified online platform for the Digital Out-of-Home (“DOOH”) sector, which allows media buyers to plan and place advertising across thousands of billboards in Asia’s outdoor media market, and accurately measure target audience viewership, was unveiled Thursday, 3rd November 2016, in Singapore.

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Asia: Ad spend growth to slow in 2017

Advertising spend growth is to slow globally next year, including in China, but regional rival India is to see an even brisker rate of growth in 2017, according to data from Warc. The pace of growth of mobile, the fastest growing medium, is to slow from 47.1% this year to 34.2% next year.

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