FEPE Out of Home News 16th June 2016

FEPE Out of Home News 16th June 2016



UK: Press Association's Euro 2016 news and scores to air on JCDecaux outdoor ads

Uefa Euro 2016 live scores and news will be broadcast through outdoor screens by JCDecaux's digital editorial channel after the out-of-home company agreed a partnership with the Press Association (PA) to provide live data around the tournament.

From 10 June, the latest information, including score lines, will be generated across JCDecaux's rail, roadside and retail screens throughout the tournament taking place in France this summer. The feed will use JCDecaux's SmartContent system which will take data from the PA feed and automatically generate up-to-the-minute scores, fixture information, group tables and goal scorers. Pictures and features will also be streamed directly from the PA.

“This is a special year for the home nations and so the timing was perfect to team up with PA to bring dynamic, football editorial to our national channel, creating an engaging experience for fans when they are out and about," commented Alex Matthews, managing director of JCDecaux Dynamic.

Last month, JCDecaux ran a campaign that featured quotations from William Shakespeare alongside regionalised weather reports on its digital screens.

The company is currently hosting a pop-up venue on Oxford Street, opposite Selfridges to promote its project to roll out 1,000 digital screens across London by the end of the year. As part of that it is also in the process of adding 50 screens along Oxford Street, which are all connected and able to display the same creative at the same time. The project follows the roll-out of 25 digital screens across Edinburgh in 2014


UK: Clear Channel adding 400 screens to Adshel network

Clear Channel UK is to nearly double the size of its Adshel Live digital out-of-home network with the addition of a further 400 screens.

Bringing the total of digital six-sheets in its estate to 1000, the new screens “will enhance Clear Channel’s presence in areas where Adshel Live has already launched and will bring the network to additional towns and cities where there is currently no digital six-sheet advertising”, the company said.

The network is currently present in 28 urban centres. Located in major shopping areas, the Amscreen-manufactured screens will be positioned in bus shelters and as free-standing units, and operated via Clear Channel’s Play iQ content management system.

Clear Channel expects the rollout to take about six months, after which the full network will produce around 1.7m impressions per day or 50m monthly.

Full article here

France: Buzz Radar to launch 'emotionally responsive' billboard at Cannes Lions

When Cannes Lions begins in France next week, data visualization firm Buzz Radar will be there with what it claims is the world's first emotionally responsive billboard ad. Using IBM's Watson supercomputer to analyze social media posts featuring the #canneslions2016 hashtag, the billboard will present ads based on the sentiment at the event.

The billboard will appear on Le Grand Screen on top of the Grand Hotel in Cannes.

Out-of-home advertising has seen growth in recent times, spurred by digital advances in the medium. Although it still only accounted for about 5% of overall ad spend in July 2015, according to SMI, which reports on ad agency spending, that figure was up 32% over the same period in 2014. Buzz Radar's new billboard shows the promise that digital technology could bring to the out-of-home sector, which includes billboard and transit ads.

Out-of-home advertising and digital channels are increasingly coming together through deals such as a recent partnership between Placed, a location analytics firm, and Clear Channel Media, a supplier of out-of-home ad inventory.

The companies use mobile phone tracking data to offer attribution between billboards and in-store traffic for advertisers.

Full article here

Ireland: Plan to ban drink ads changed after job losses claim

Plans to ban billboards and hoardings advertising alcoholic beverages near schools were watered down after advertisers warned proposed changes would have a devastating impact on businesses and lead to job losses.

A 250-metre exclusion zone around schools was recommended in a report by the Oireachtas Health Committee. However, the Government opted for a 200-metre exclusion zone when it approved new alcohol advertising legislation late last year.

It has now emerged the Department of Health was lobbied on the issue by some of the country's major outdoor advertising firms.

Full article here

France: McDonald's Brings Nations Together in Outdoor Ads for Euro 2016

Scenes of fan violence have been quite brutal during Euro 2016, which kicked off in France last week. But McDonald's is doing its part to broadcast a message of peace and unity with out-of-home ads that bring nations together, quite literally.

The ads, from BETC Paris, show fans holding scarves that support two countries at the same time—with the country names merging in a Snickers-like bit of wordplay. Sweden and Italy become Swetaly; England and Slovakia become Englakia; and so on.

The campaign, photographed by Kim Reenberg, is intended to promote "tolerance, diversity and generosity," according to the fast-food chain.

The ongoing tagline is, "Come as you are." Despite the ugly scenes outside some matches, there is a lot of truth in the campaign—and camaraderie among opposing fans—even if the country names are imaginary.

Full article here

Belgium: Barco’s revolutionary LED digital media canvas offers more creative freedom

Global LED technology leader, Barco, is proud to unveil its ‘digital media canvas’ – a unique LED screen technology that’s radically different than traditional LED displays. Thanks to their thin, lightweight, and bendable design, the R-series attach easily to virtually any surface – especially on curved surfaces. Compared to today’s LED products, the ‘digital media canvas’ is the future for more creative freedom and greatly reduced setup time and cost.

Designed for applications in retail, advertising, venues, and visitor attractions, the R-series frees customers from the limitations of traditional LED displays when digitizing their visual communication. Currently offered with a 10 mm pixel pitch, the outdoor-rated R10 is the first model of the digital media canvas family that’s being introduced, and it will be shipping from Q3 2016 onwards.

Full story here

UK: Data becoming an 'increasingly powerful tool' for OOH

From digital dogs following people around shopping centres, to weather-sensitive campaigns, data is allowing out-of-home media to target consumers like never before. But how are advertisers actually coping with the vast amounts of consumer data available to them?

Newsline caught up with Exterion Media's UK managing director, Jason Cotterrell, to hear how data is impacting the way his business runs and why it's becoming an increasingly powerful tool for OOH.

In the short video interview, Cotterrell discusses data obstacles, the importance of finding the right talent, and whether science and art are truly ready to tie the knot.

Full article here

UK: Putney Bridge Showcase is Live

JCDecaux has added Putney Bridge Showcase, a premium large format digital site, to its extensive digital presence in London. The two screens of The Putney Bridge Showcase will go live today and become the latest addition to the South West Network.

The South West Network is a collection of exclusive digital large format sites in the South West of London, reaching affluent audiences around areas such as Putney, Barnes and Richmond. The new Putney Bridge Showcase will attract 1.4 million additional impressions over a two-week period. (Source: DFT)

Full story here


USA: Posterscope USA Launches New Strategic Direction Centered Around Digital, Data and Dynamic Content

Posterscope USA today formally launched the agency’s new digital strategic direction. Posterscope’s approach is a result of evolving client demands, and focuses on dynamic creative, real-time planning and buying, advanced audience measurement; all underpinned by investment in technology, data and senior talent.

The agency is integrating the recently acquired Liveposter technology platform in the USA, allowing brand advertisers to deliver engaging, data-driven, targeted digital content at scale and across multiple OOH operators. Kenneth Brinkmann has been brought on board to lead a dedicated team responsible for leveraging the Liveposter technology to its fullest extent. Posterscope formally acquired Liveposter and its platform last month after using the technology platform in a number of campaigns executed for marquee brands such as FanDuel, GM and Reebok in the past year.

“The future of Out-of-Home Location Marketing is about data-driven dynamic content that directly reaches target audiences in real-time in an engaging way,” said Helma Larkin, CEO of Posterscope USA.”

Full article here

USA: New Analysis Reveals Audio And Out Of Home Media Offer The Strongest Opportunity To Impact Purchasing

MEDIAVEST | SPARK and iHEARTMEDIA have partnered on a joint analysis that measures the correlation of various media and how they influence consumers’ purchase decisions. The results reveal that although there are slight variances across certain categories and consumer segments, overall, audio and out of home advertising prove to exhibit the strongest opportunity to influence consumer purchase decisions shortly before they happen.

The study measured consumers’ use of different media on the path to purchase against the following: audio, out of home, print, TV, digital video, search, and social media. “What was so fascinating about these findings is that in an increasingly digital world, audio and out of home advertising still dominate in terms of influencing consumer purchase habits across different stages, categories and targets,” said PUBLICIS MEDIA SVP/Research HELEN KATZ.

Full article here

Colombia: Caracol TV buys stake in JCDecaux's Colombian unit

Colombian TV channel operator Caracol Television SA has acquired a 25% stake in the local unit of French outdoor advertising giant JCDecaux SA (DEC.FR) for about 8.4 million euros ($9.45 million), the French company said Monday.

Caracol Television, the largest TV operator in the country, bought the stake in Eucol, the Colombian unit of Eumex, a company 85%-owned by JCDecaux. JCDecaux and Caracol Television will team up to sell advertising space in the streets of Colombia and advertising time on Colombian television, the French company said.

The alliance will allow JCDecaux to gain access to a wider coverage of the outdoor advertising market in the Colombia.


Canada: COMB and OMAC Launch OOH Certification Program

A new OOH Certification Program launched by COMB and OMAC will provide media planners and buyers with comprehensive knowledge to plan and buy OOH campaigns.

The program is comprised of five modules that cover OOH products & networks, audience measurement and planning resources including the COMBNavigator® R/F software and OMAC interactive mapping tool. The program will be made available to agencies, advertisers and schools.

“The interactive training combined with online testing will ensure that participants gain the knowledge and expertise required on OOH,” commented Rosanne Caron, President; OMAC & COMB.

To obtain OOH certification, participants will need to commit eight to ten hours to take the program and achieve an 80% mark. “The OOH Certification program is a tremendous initiative. We work in an increasingly complex business where certification becomes critical to ensure skills are kept current,” says Andrea Parnell, SVP, Managing Director; Initiative.


Canada: BroadSign and TINT Enter Partnership to Facilitate the Union of Digital Out-of-Home with Social Media

Partnership enables DOOH media owners to display authentic social content by local viewers on screens in a controlled manner. BroadSign International has partnered with TINT to make its social media marketing platform readily available to Digital Out-of-Home (DOOH) media owners.

TINT’s platform allows marketers and advertisers to source real content from local communities, which increases engagement and drives conversions through dynamic social platforms and layouts. DOOH media owners using BroadSign’s automated CMS will be able to personalize and control the content taken from major social networks, messaging apps, review sites and blogs before displaying it on prominent screens with the confidence that only desired content will be played.

“Already working with leading technology platforms in other media, we are excited to be collaborating with the industry standard in digital signage,” said Tim Sae Koo, CEO at TINT. “BroadSign’s campaign-based approach to content management, API for integrations and proof of performance reporting will work synergistically with TINT’s platform and benefit premium digital signage networks and their viewers.”

BroadSign and TINT have already seen joint execution come to life through Exterion Media UK’s March 2016 World Wildlife Fund campaign and Global Radio activation across the London Underground. DOOH displays encouraged transit passengers to declare their support through social media, with TINT enabling the collection and curation of all conversations shared via #EarthHourUK on social media platforms such as Twitter, Facebook, YouTube and Instagram.

“BroadSign customers are looking for a simple and effective means of incorporating social media in their campaigns, be they in advertising or verticals such as internal communications,” said Jean Beaudry, Chief Operating Officer at BroadSign. “With global offices, a cross-license deal with Monster Media and relationships with brands from Coca-Cola to the United Nations, we believe TINT will be an appealing addition to our customers’ toolkits.”


Australia: BMW bring their Rugby partnership to light with Outdoor

BMW, sponsors of the QANTAS Wallabies, have engaged Outdoor leaders APN Outdoor, to further drive awareness and promote their support of the team, with an Outdoor campaign across the Eastern Seaboard.

Under the guidance of media agency Vizeum and Outdoor specialists Posterscope, BMW have strategically planned the Outdoor arm of their activity campaign around the upcoming matches across the country with creative flexibility in response to the match times as well as players featured. This Outdoor element fits into a greater strategy engaged by BMW and celebrates their continued affiliation and sponsorship of The Wallabies.

The campaign has engaged multiple Outdoor formats including static and digital billboards as well as airport media, namely APN Outdoor's LUX Collection, Elite Screens and Sydney Airport Lightboxes. These assets have been selected to impact rugby fans and general consumers on the go throughout the Rugby season, with specific activity focused around the three-Test series in June, throughout the Bledisloe Cup and the Rugby Championship later this year in September.

“Working with APN Outdoor, we have the opportunity to target Wallabies supporters on their way to and from matches. We can change the message dynamically and alter the messaging from city to city. It helps us to ensure we are delivering relevant messaging to our core audience” said Stuart Jaffray, BMW Australia’s General Manager – Marketing.