FEPE Out of Home News 14th April 2016

FEPE Out of Home News 14th April 2016



57th FEPE Congress in Barcelona: More Programme Announcements

We can now announce that Bob Wootton will be holding another "fireside chat" session with two clients, Kester Fielding of Bacardi and Stephen Sargeant of Diageo.

As with his interview with Sarah Mansfield of Unilever at the FEPE Vienna Congress, Bob will be discussing how media schedules are influenced and developed, and what role OOH can play, among other related issues.

Other Speakers and panel members already confirmed are Tom Goodwin, James Murphy, Michel Sara, Mark Boidman, Bob Wootton, Annie Rickard, Nancy Fletcher, Rosanne Caron, Noomi Mehta, Alan Brydon, Tim Bleakley and Charmaine Moldrich.

FEPE Board members including Matthew Dearden, Tom Goddard, Christian Schmalzl, Shaun Gregory and Brendon Cook will also be moderating panels and facilitating sessions along with FEPE President Antonio Vincenti.

The full programme and running order will be released in due course.

The Gala Dinner will be held at the Codorniu wine making facility, just outside Barcelona.

Codorníu is synonymous to the history of a family of winegrowers which goes back to the XVI century. It is the oldest family business in Spain and one of the oldest in the world. It now has 450 years of history behind it.

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.

One or two exhibition places are still available, so please get in touch if you wish to showcase your company and products in front of a high level audience of OOH professionals.

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

Further details will be announced in future newsletters.


UK: Exterion crunches big data to reveal audience patterns

Out-of-home owner Exterion Media is delving further into data on consumers’ behaviour, aiming to provide better targeting for advertisers on its portfolio of London properties that includes the Underground.

Exterion is working with big-data company Beyond Analysis to analyse spending profiles based on payment patterns.

The firm hopes the information will help it further understand consumers’ journeys around the British capital and their behaviour while they are on the move.

Said Mick Ridley, head of data at Exterion: “Working together will allow us to understand where people spend, when they spend and the brands they spend with – all tied back to the journeys they make. “Ultimately our goal is to help advertisers surface ads, content and offers that are relevant and timely; in essence to target the right customers for our brands based on real data rather than simple demographics. This makes advertising more effective for brands and more engaging for consumers.”

Exterion has also recently launched its Audience Behavioural Insight (Abi) tool, which uses anonymised data from subscribers to the O2 mobile-phone network to analyse consumers’ movements around London. “The level of insight to be gained from analysing behavioural data just does not exist in the highly modelled, static data that has up until now been applied to dynamic environments like the London Underground,” said Ridley.

Results from the two data-analysis ventures will be interpreted in conjunction with the findings of Exterion’s consumer panel, Work.Shop.Play, which surveys consumers to discover their motivations. Exterion sells media on the London Underground, for which it has the exclusive contract, as well as bus and rail services across Britain. It also has inventory in retail locations such as the Westfield London and Westfield Stratford City malls.


UK: JCDecaux strengthens the W8 network with the Western Avenue Tower

JCDecaux adds Western Avenue Tower to its market leading digital large format presence in London.

The Western Avenue Tower adds an audience of 1.7 million over two weeks and completes the W8 Network which includes eight premium portrait digital sites such as the iconic M4 Torch and the Marylebone Tower.

Spencer Berwin at JCDecaux said: “West London reaches highly affluent audiences commuting into London every day.

The new W8 location has been hand-picked in order to ensure it adds to our already existing network and has the highest possible impact. We have a huge development pipeline for 2016 to add to our market leading existing footprint and this is just the start of our exciting digital programme for London this year.”

The W8 Network includes The Marylebone Tower, the M4 Tower, the M4 Torch, The Holland Park Tower, The A40 Spire, The Hammersmith Tower, The A4 Showcase and now the Western Avenue Tower.

JCDecaux has the largest portfolio of large format digital screens with 55 screens and over 12 million weekly all adult contacts (source Route 18)

Netherlands: Syncing Radio And Out-of-Home: An Actual Thing You Can Do

It's possible to sync radio ads and digital billboards to reach drivers with cross-channel messaging – but scale, targeting options and measurement are roadblocks to adoption.

For one, there’s just not that much inventory available programmatically yet. “It’s nascent,” admitted Mark van de Crommert, CEO of Mediasynced, an Amsterdam-based TV/online syncing company that recently released a product that uses radio spots as a signal to trigger DOOH ads.

It’s early days for DOOH RTB in the US, but in the Netherlands, it’s even earlier, with just six programmatic outdoor screens available and only around 130 digital displays in Shell gas stations across the country. But advertisers such as insurer Centraal Beheer have begun to experiment with the technology, and they’re seeing decent results.

The Centraal Beheer arm of Achemea, the largest insurance provider in the Netherlands, was looking to boost car insurance sales and conquest the competition in what is already a highly saturated market – a bit like the constant tussle in the US among GEICO, Allstate, Progressive and State Farm.

The brand’s typical mix relies heavily on TV, radio and digital advertising, but out-of-home hadn’t made an appearance on a media plan for at least the last five years. OOH was expensive and, frankly, not all that exciting.

Full article here

UK: L’Oreal Paris launches experiential OOH campaign

L’Oréal Paris has launched an exclusive digital out of home and experiential campaign at Westfield London to support the launch of its Studio Pro hair L’Oréal Paris has launched an exclusive digital out of home and experiential campaign at Westfield London to support the launch of its Studio Pro hair styling range.

The campaign, which runs until April 10th on Ocean’s Eat Street screen at Westfield London, was created by Rare Breed with planning through Maxus London and Kinetic. The campaign encourages millennials to try standout hair looks with the aid of Studio Pro styling products.

Following a complimentary styling session, consumers are invited to an interactive photobooth where they can snap their new look and share it on various social channels. Their image is then broadcast on Ocean’s large format Eat Street screen, making them the face of Studio Pro. Following this high value experience consumers are driven to Boots to purchase the product on a 3 for 2 offer.

Full article here


USA: Posterscope USA, Lamar Advertising Debut Vehicle Recognition Technology in Customized Outdoor Campaign for Chevy Malibu

Posterscope USA, together with Lamar Advertising Company has unveiled a new outdoor campaign for the 2016 Chevrolet Malibu launch using vehicle recognition technology that can identify certain types of vehicles and generate dynamic, customized messages to drivers of those vehicles on digital billboards.

Developed in conjunction with Carat and Commonwealth, the campaign is now live in Chicago, Dallas and the New Jersey area and is designed to raise awareness of the Malibu’s distinguishing features, including safety and fuel efficiency. “The Malibu Vehicle Recognition Campaign is a first-of-its-kind in the U.S. and truly takes dynamic real-time media to the next level,” said Helma Larkin, CEO of Posterscope.

“By integrating vehicle recognition technology into this campaign, we are able to deliver personalized content to drivers of competitive vehicles increasing the likelihood that messages will be noticed and remembered. It’s the first time this type of technology is being used in the U.S., but only the latest example of how we are leveraging technology to deliver impactful results through OOH campaigns.”

The vehicle recognition technology is embedded within a pole-mounted camera alongside the highway. As a vehicle approaches, the camera hones in on the grille and is able to identify the make and model of the vehicle. If it is a competitor to the Malibu, the driver of that car sees a customized message generated just for them on a digital billboard about 1,000 feet down the road. The camera does not collect license plate information or driver imagery, and all data is deleted as soon as the customized message is delivered on the billboard.

“As a media owner, we are constantly looking for innovative new ways to utilize technology and out-of-home, helping advertisers talk to consumers with relevant creative,” said Ian Dallimore, Director of Digital Innovation & Sales Strategy for Lamar Advertising Company.

“Using Lamar’s digital network and vehicle recognition technology, we were able to help Posterscope deliver a personalized one-to-one message to Chevrolet’s target audience.” The vehicle recognition campaign, currently running in the three markets through the end of April, is part of a larger out-of-home initiative spearheaded by Posterscope USA to raise awareness and drives sales of the new 2016 Chevrolet Malibu.


USA: OUTFRONT Media Tapping Into Growing Advertising Market

Chances are, if you’ve been stuck in traffic or waited for a bus or subway train lately, your eye has been drawn to an advertising display created by OUTFRONT Media Inc.

Formerly known as CBS Outdoor Americas Inc., OUTFRONT began operating as a REIT in July 2014 following its spin-off from CBS Corp. Today, its portfolio includes approximately 57,000 billboard faces and 316,000 transit displays across the United States. Around 70 percent of the company’s revenues are derived from billboards, and 30 percent come from transit.

Out-of-home (OOH) advertising revenue across the sector rose 4.6 percent in 2015 to a record-high level of $7.3 billion, according to the Outdoor Advertising Association of America. As one of three main players in the industry, alongside fellow REIT Lamar Advertising Co. (NASDAQ: LAMR) and Clear Channel Outdoor, OUTFRONT is positioning itself to tap into the growing share of the advertising market that OOH now occupies.

OUTFRONT Chairman and CEO Jeremy Male and CFO Donald Shassian, recently spoke with REIT.com about the development of the OOH sector and the role they see for OUTFRONT in a changing advertising landscape.

Full interview here

USA: The State of Programmatic in OOH Advertising

Top Experts Share Insights

By Nurlan Urazbaev Editor-in-Chief, DigitalSignagePulse.com

I asked five well-known industry professionals who use the latest tech innovations in out of home (OOH) ad campaigns about the state of programmatic in OOH.

My questions were answered by: Helma Larkin, CEO, Posterscope US Michael Provenzano, CEO & Co-Founder, Vistar Media; Dan Dawson, Chief Creative Technology Officer, Grand Visual; Jody Smith, Product Manager at BroadSign International; Matt Prohaska, CEO & Principal at Prohaska Consulting.

1. Programmatic is a hot topic today. There is also a widespread confusion about what it means. What is your definition of programmatic buying?

Helma Larkin: The term “programmatic” generally refers to online display advertising that is aggregated, booked, flighted, analyzed, and optimized via demand side software interfaces and algorithms.

Michael Provenzano: Programmatic has become quite the buzzword in online digital marketing over the past seven years. Unfortunately, it is a word that can have multiple meanings and a variety of interpretations based on where you sit in the marketing value chain. Let’s take some time to simplify “programmatic” into two core concepts that apply to the buying and selling of media.

Automation – Technology exists to make media buying and selling more efficient. Software for the advertising industry allows media buyers and sellers to minimize the manual work that goes into transactions, similar to how you would use a calculator to compute basic arithmetic.

Data – Marketers have benefitted from an explosion of data sources that describe consumer behavior. Certain data sources can be analyzed to increase efficiency in media transactions while other data sources provide a means of measuring returns on a media investment. However, it’s neither practical, nor efficient for a human to ingest multiple data sources to make transactional decisions at scale, so data inherently ties back to automated decision making.

Full article here

USA: Earthquake preparedness reminders continue with billboard signs through April

Southland residents will be getting some prominent reminders this month to prepare for earthquakes, with preparedness messages being displayed on digital billboards as part of a partnership announced Monday.

Billboard operator Clear Channel Outdoor Americas and the U.S. Geological Survey teamed up for the advertising campaign, which will continue throughout April and offer tips for what to do during a quake, how to prepare for one and what to do afterward. “We’re urging Californians to ask themselves an important question this April: ‘If an earthquake strikes today, would I be prepared?”‘ said Kate Scharer, USGS research geologist.

“We’ve teamed up with Clear Channel Outdoor to not only focus on earthquake preparedness; but also how science informs preparedness and resilience for residents across the Southland. By placing these messages on digital billboards region-wide, we can increase the number of Californians who will be able to answer ‘yes’ when asked if they’re prepared for a quake.” Clear Channel is donating the space on digital billboards to spread the word of preparedness.

The ads offer a series of tips, and also urge people to learn more about preparedness by visiting the USGS website at www.earthquake.usgs.gov. “Placing these messages on our digital billboards throughout Southern California will help guarantee more residents see messages and are prepared in an emergency situation,” said Layne Lawson, Clear Channel’s public affairs director.


USA: How beacons are being used in advertising

They're the future of OOH, but still in the experimental phase

When you talk about the future of out-of-home advertising, beacons inevitably come up. The tiny devices that use Bluetooth technology to connect with mobile devices are being placed on all types of out-of-home inventory, everything from billboards and other signage to bus shelters and buses themselves. When used creatively and unobtrusively, beacons reflect everything that’s smart about OOH advertising.

They offer useful information or product offers that people can act upon instantly, and advertisers win by increasing the interactivity of their OOH ads and improving the ability to track how people react to those ads. The key, though, is using them respectfully. Beacons can be seen as an annoying invasion of privacy when advertisers become too aggressive or don’t allow people to opt out of notifications. While beacons are already widely used, the technology still has a way to go. New uses become available seemingly every week, and media people are interested in seeing different ways they can be deployed.

Here are some creative recent uses of beacons.

Targeting beer drinkers A campaign running now in St. Louis encourages people to have a pint of beer and contribute to a good cause at the same time. Schlafly Beer, a Missouri-based independent craft brewery, placed beacons on beer taps in 50 bars and restaurants in the market in early April, with plans to be in more than 250 locations by next month.

Full article here

USA: NanoLumens Debuts Outdoor Gallery Series, Strengthening the Range of its Visualization Solutions

The new Outdoor Gallery Series is the world’s first fine pixel pitch, true curved, outdoor LED solution.

Redefining the performance standards for outdoor visualization solutions, NanoLumens, the industry-leading manufacturer and innovator of LED displays, today announced the introduction of the NanoLumens Outdoor Gallery Series – the world’s first true curved, outdoor LED solution that can be built in any size, shape or curvature in pixel pitches ranging from 4MM to 9MM.

“More than 80 percent of the outdoor LED displays that are installed every year in the United States are 10MM pixel pitch or greater, yet NanoLumens primarily sells solutions that feature much smaller and finer pixel pitches,” NanoLumens Director of Research and Development Robert Cross said today. “The new Outdoor Gallery Series reinforces our ability to exceed industry expectations in every display category by offering outdoor solutions featuring pixel pitches ranging from 4MM to 9MM for close proximity viewing. We are proud to bring this first-of-its kind solution to market.”

The six Outdoor Gallery Series solutions that were installed in South Florida were built for a “salt fog” environment, where each display can withstand the corrosive ocean air, operate seamlessly in temperatures up to 122 degrees Fahrenheit, and in wind speeds exceeding 186 miles per hour. Although not every Outdoor Gallery Series solution will require such extreme features, NanoLumens’ expert team of engineers can alter the configuration of each Outdoor Gallery Series solution to meet a specific environment.

The high brightness of the Outdoor Gallery Series solution offers viewers a clear, vivid picture at any time of day. “If you’ve ever looked at a smartphone screen on a sunny day, you’ve most likely had to move to the shade to see any content,” Cross added. “The NanoLumens LED solution has best in class brightness, making it suitable for the most demanding environmental conditions.”

According to Cross, the vast majority of outdoor display products are intended for long distance viewing, like something that might be seen on a billboard or way up high on a building. “By reducing our pixel pitch to 4MM to 9MM, we’re able to bring the display closer to the viewer, so they can interact with it with more intimacy. For example, the Outdoor Gallery Series is perfect for outdoor gathering areas, sports arena mezzanines, or transportation depots where the display is exposed to a wide gamut of conditions, and people are very close to the signage.”


South Africa: Woolworths ventures onto Primedia’s Digital Outdoor

Woolworths has launched their AW16 Studio.W collection into the digital outdoor scene. During March and April, the trend-conscious urban brand takes centre stage on Primedia Outdoor’s urban LED network, bringing their take on contemporary style to a host of commuters.

The combination of high quality LED screen and its ideal positioning to reach their target market, ultimately convinced the brand to extend their advertising approach to incorporate digital out of home advertising (DOOH). “Digital Outdoor suits premium brands”, comments Primedia Outdoor’s Sales Executive Peter Lindstrom, who adds that Woolworths’ decision to incorporate digital out of home into their strategy is in keeping with international trends.

“Increasing urbanisation means that more people spend time commuting or engaged in activities that take them away from home”, he says. “DOOH combines the advantages of traditional out of home – such as keeping a brand top of mind in a particular location – with those of digital technology; for example, being able to incorporate video, or tailor advertisements to a particular time of day. Incorporating digital technology also associates a brand with all things cutting-edge and futuristic.”

To see the campaign in action, click here.


Singapore: JCDecaux renews and expands its advertising concession with Singapore Changi Airport until 2022

JCDecaux SA announced this week the renewal of its advertising concession with Singapore Changi Airport for 5 years, from 2018 until 2022.

The current concession ends in December 2017.

With the renewal, JCDecaux will expand its footprint in Changi Airport with an enhanced advertising inventory, offering more of its signature innovative Digital Media and Large Format displays. JCDecaux will also extend its coverage to the new Terminal 4, which is scheduled to open in the second half of 2017.

With the addition of Terminal 4, Changi Airport’s passenger capacity will increase to 82 million per year, further strengthening its position as a world leading airhub. Continuing its strategy of “Broadcast, Target & Impact”, JCDecaux will introduce new landmark media at more strategic locations across all four Terminals, whilst enhancing key media in the existing Terminals 1, 2 and 3.

JCDecaux will further strengthen its Digital Media offer at Changi Airport with the introduction of digital engagement solutions leveraging the latest technologies. This will provide advertisers the opportunity to engage passengers through various digital platforms, including on their mobile devices. Advertisers will be able to deliver their marketing communications more effectively through the new JCDecaux multi-channel media platform.

Ms Lim Peck Hoon, Executive Vice President, Commercial of Changi Airport Group, said:

“We are pleased with JCDecaux’s performance at Changi Airport, where they have changed the face of advertising with the introduction of unique new media. We are delighted to continue our partnership with JCDecaux and look forward to them delivering highly innovative advertising experiences at Changi Airport.”

Jean-Charles Decaux, Co-Chief Executive Officer of JCDecaux, said:

“It is JCDecaux’s privilege to continue to partner Changi Airport Group at one of the World’s best Airports. Since the inception of this contract in 2011, we aimed to build a World Class Media Offer at Changi Airport through a targeted product strategy, launching several “market-first” innovative digital media formats, with the support of Changi Airport Group. Today, Changi Airport’s status as an iconic airport and advertising destination in Asia is firmly established in the minds of advertisers globally and JCDecaux will strive to continue to innovate at one of the World’s best Airports for many years to come.”

India: Platooh is Disrupting OOH Advertising with Technology

Platooh is an innovative solution for those who own OOH media and would like to sell the media to any client in the country. It is an outdoor media selling platform that brings the vendors and clients together and offers both an environment to buy and sell media and even plan campaigns.

Out of home advertising or OOH advertising is one of the most effective forms of advertising. It is the easiest and sure fire way to capture the attention of the most number of people. An OOH campaign that is launched properly can increase the brand awareness for a company and also ensure that all organisations regardless of the size get good exposure as long as they select the right media for advertising their brand. Of late there has been a tremendous change and innovation in the field of marketing and advertising.

A major reason for this has been the developments in the field of technology and the advent of the internet. Marketers have started exploring the cyber world and integrated new strategies. Even though this had led to a brief lull in the world of Out-of-home advertising, the traditional way of grabbing people’s attention is being revisited by marketers. The role of outdoor advertising campaigns in building a brand image cannot be overemphasized.

According to a recent report by Statista:

  • Out of home advertising revenue in India has risen in the past decade.
  • Outdoor advertising marketplace that was 14 billion INR in advertising revenue in 2007 rose to 23.1 billion INR in 2015.
  • By 2018, the advertising revenue could rise to 30 billion INR.

This is indeed excellent news and only signifies increasing market prospects for OOH media vendors.

Full article here