FEPE Out of Home News 18th February 2016

FEPE Out of Home News 18th February 2016



FEPE: OUTFRONT Media CEO Jeremy Male rejoins FEPE International board

OUTFRONT Media chairman and CEO Jeremy Male is rejoining the board of FEPE International, the global body representing out of home media owners and other stakeholders in the industry.

Male served briefly as president of FEPE in 2013 when he was CEO of JCDecaux in the UK, Northern Europe and Australia before his move to the USA. One of the most respected figures in the out of home industry, he led the transformation of CBS Outdoor Americas into OUTFRONT Media, its IPO and subsequent conversion into a REIT (real estate investment trust).

Male says: “FEPE’s leadership role within the worldwide OOH community continues to grow in importance and I’m delighted to have been invited to rejoin the Board.”

FEPE president Antonio Vincenti says: "I warmly welcome the return of Jeremy Male to the FEPE International Board. We will benefit hugely from his extensive OOH experience, and as a representative of OUTFRONT in the US, he is the first ever Board Member from North America, which is very symbolic for our global association."

FEPE executive director John Ellery says: “Jeremy is one of the towering figures of the OOH industry and his energy along with his wealth of experience will be invaluable to us in driving both FEPE and the worldwide OOH industry forward.”

Spain: 57th FEPE Congress in Barcelona

Early bird bookings for 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 will close on Feb 29th.

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

We will be having 2 days of presentations and panels, with high calibre speakers from across the world, all of whom will be bringing their unique viewpoints on the Out of Home industry.


As usual we have negotiated a special delegate rate for the hotel rooms and delegates are able to pay by credit card or bank transfer, which we hope will make bookings easier for some overseas delegates.

Our hotel room allocation is filling up fast, so we suggest booking soon to avoid disappointment!

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

UK: BroadSign International, LLC and Key Systems Out of Home Software Ltd Announce Integration

Integration enables easy implementation by network operators and an enhanced user experience.

Traditional and digital out-of-home platforms unite to present enterprise network operators with a single solution. Global providers of out-of-home software solutions, BroadSign International, LLC and Key Systems Out of Home Software Ltd, have announced the integration of their platforms following the announcement of Primesight’s conversion to BroadSign. United, the two systems allow network operators to easily manage their digital screens and static signs.

BroadSign’s cloud-based software for digital out-of-home is the leading solution of its kind for large-scale network operators. In a similar fashion, Key Systems’ ERP products, Fusion Outdoor Media Manager and Quattro Media Owner, serve some of the world’s biggest OOH media owners, including Primesight, Clear Channel Outdoor in the United States, Continental Outdoor and APN Outdoor.

“Since meeting BroadSign at a FEPE Congress several years ago, we recognized a partnership would bring value to current and future customers,”

said Mike Dillon, Managing Director at Key Systems.

“A simple and seamless solution can now be experienced by network operators as they maintain traditional and digital inventory.”

Both catering to complementary customer profiles across parallel verticals, BroadSign and Key Systems aspire not only to streamline the tasks of shared clients but also demonstrate the effectiveness and ROI from procuring an integrated system instead of developing it internally.

“The Key Systems and BroadSign client services teams are well-experienced in the media owner and (D)OOH operations environments, presenting a compelling offering when compared to new or aging proprietary systems,” said Burr Smith, CEO at BroadSign

UK: Ocean & British Fashion Council turn London Fashion Week into national event

Ocean & British Fashion Council turn London Fashion Week into national celebration

For the first time in its history, London Fashion Week (LFW) will be screened to more than 35 million people across the country in a new collaboration between the British Fashion Council and Ocean Group.

In a UK media first, exclusive footage from the shows of top designers including Temperley, Ashish and Osman will be screened across 60 Ocean and Signature Outdoor digital out of home sites in Birmingham, Bristol, Edinburgh, Glasgow, Leeds, Liverpool, Manchester and Newcastle a nd on four locations in London including Canary Wharf, Holland Park roundabout, Two Towers West and Westfield London.

The campaign breaks with a LFW countdown on February 15 and runs until February 23. It was planned by the British Fashion Council, BBH and Ocean. Content will also include live streams from six catwalk shows.

Caroline Rush CBE, CEO, British Fashion Council said: “Collaborating with Ocean means we are able to bring London Fashion Week to more people than ever before. With more conversations taking place around involving the consumer in fashion weeks this is the perfect opportunity to open up parts of LFW to the public not just in London but across the country.”

Ocean CEO Tim Bleakley said: "Our partnership with the British Fashion Council builds on previous innovations which allowed us to present the UK's first shoppable billboard in association with Twitter and Top Shop and broadcast the AW15 Hunter Original London Fashion Week show across The Grid. This new venture amplifies the attention afforded by London Fashion Week, allowing designers and brands to reach significantly wider audiences across the Ocean portfolio."

Opening on February 19, London Fashion Week AW16 returns to showcase 83 designers on a schedule that boasts some of the world’s most influential creative talent.

Alongside live streams, special preview content across Ocean screens will celebrate the talent and variety of designers showing on schedule, followed by daily round ups of all the show events and highlights during the week itself.

UK: Telefónica, Exterion Media build on London Underground big data project

Telefónica and Exterion Media have provided more details of their joint venture that uses data from the operator’s customers who use the London Underground.

The two companies signed a deal last June to use Telefónica’s Smart Steps initiative, which aims to monetise its customers’ data, to help the advertising firm get more granular information.

Exterion, which is the sole provider of advertising on the London Underground, revealed they have developed an Audience Behavioural Insights (Abi) product that overlays location and behavioural data from the O2 customer base on top of journeys.

The data O2 provides includes anonymised and aggregated information about mobile phone, app and web activity, as well as CRM data.

Mick Ridley, Exterion Media’s Head of Data and Technology, told European Communications that the information it could glean was “much more colourful and accurate” compared to traditional methods, which rely on GPS location data plus telephone polling.

He said Abi would help it evaluate its audience better and “reinforce our argument” when selling advertising space to customers.

For example, it will help to use digital screens to target audiences with more relevant and well-timed messages, and help planners to understand how to deliver to audiences in outer zone stations.

Exterion has successfully trialed the tech in August, to ascertain the impact of tourists, and in November, to assess use in the runup to Christmas.

Robert Franks, MD of Digital Commerce at Telefónica UK said: “We have a unique understanding of the transport sector from this tool, and sharing it means we’re giving Exterion and its customers the best opportunity to get the right content, to the right people, in the right location and at the right time.”

The operator announced a joint venture with China Unicom last month as it looks to take Smart Steps to the world’s most populous country.  

Mick Ridley, Exterion Media’s Head of Data and Technology, said: “The power of actionable data is now available to brands like never before. “Understanding the actual, persistent – and not claimed – behaviours of groups of consumers over time with a tool like Abi allows for more effective decision-making.

“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.”


Ireland: Meteor’s Christmas Unlimited top OOH

Meteor’s Christmas Unlimited out of home (OOH) campaign created by Rothco and Vizeum has won the grand prix in PML’s annual Poster Impact awards. The awards recognise the best recalled and designed campaigns of 2015, as chosen by the Dublin public. With research by Ipsos MRBI, the awards measures the effectiveness of over 1,300 campaigns in the last year.

2016 marks the 20th anniversary of the Poster Impact awards, run in association with Marketing.ie. In that time, almost 15,000 OOH campaigns have been monitored, among 106,000 respondents. In addition to campaign recall and design effectiveness, Poster Impact also investigates call to action, message understanding and relevance to the respondents.

The Meteor campaign follows previous winners McDonald’s and Gum Litter Task Force. Aoife Hall, head of marketing communications at Meteor, said Christmas is the brand’s most important time of the year. The idea behind Christmas Unlimited is Nicholas St. Wenceslas as the CEO of Christmas Ltd, which makes consumers pay more for Christmas while giving less.

Hall says outdoor was the perfect vehicle for Meteor to deliver thee campaign message, as well as showcase offers for smartphones and bundles. Colum Harmon, marketing director, PML Group, said what the public notice and what the public like has a consistent theme – simple yet clever creative, delivered on the right formats at the right time.


UK: Exterion Media and Kinetic partner to use beacons as a means of more effectively targeting consumers

Exterion Media has partnered with WPP-owned OOH agency Kinetic to encourage its clients to explore the benefits of using beacons to reach consumers via mobile with more relevant and targeted messaging.

As part of the strategy Exterion Media, Europe’s largest privately held out-of-home (OOH) advertising business, will attempt to install beacons across the nationwide Bus and Rail network, Westfield and the London Underground.

Beacons are central to Exterion Media’s ‘Urban Activation Strategy’ which connects consumers with brands via mobile around specific moments, habits or activities. When combined with OOH Exterion says it will let advertisers transform consumer experiences by sending targeted and timely content to mobile devices at moments when they are most receptive.

Glenn Iceton, group agency sales director, Kinetic, at Exterion Media, said: “This will be the first time that an agency and OOH media owner have entered into a large-scale trial designed to really understand the applications for beacons in the OOH space. The findings will help inform and shape Exterion Media’s future plans – engaging audiences and making inspirational experiences.”

Rosh Singh, director of digital innovation and head of Kinetic Active at Kinetic, said: “Beacons represent an exciting new opportunity to tie mobile and OOH together in an engaging and contextually relevant way. That said we are at the genesis of our journey using the technology that requires a measured and sensible way to test the best ways beacons and OOH can work together, for brands, but most importantly for consumers. Embarking on this journey with Exterion Media is an exciting prospect for us and our clients, which will help us answer some of the questions we have about the best applications of beacons in OOH.”


UK: Five Trends for OOH In 2016 According to Naren Patel, CEO, Primesight

Out-of-home (OOH) adspend in the UK broke the £1 billion barrier in 2014, and is predicted to grow by 4.8% in 2016, according to forecasts from the Advertising Association and Warc. But what are the trends that will help the industry achieve – and hopefully better – such predicted growth?

1) Audience selling: moving from panel to people

Route, a research firm which produces audience estimates for OOH advertising, is now an intrinsic part of any outdoor campaign planning process. But in 2016, the industry will actively move towards Route becoming the base point for the entire trading process. This is being driven by two streams of influence.

Firstly, the rise of the internet and programmatic trading has highlighted the core function of ad investment to buy audience exposure, rather than investing to own a piece of real estate. Whether the platform is a classic poster or a digital display, it is necessary to quantify the audience reached and allow advertisers to integrate this data with their increasingly sophisticated econometric investment models.

Secondly, as automated trading systems are developed by buyers and sellers to improve operational efficiency, they will need to incorporate a base audience impact measurement which is recognised by both buyers and sellers as part of the OOH format and location valuation. Route provides this underlying base data for nearly all the frames in the UK and has been a successful joint investment by buyers and sellers across the industry.

2) Layering: better blending of digital and classic OOH

Digital out-of-home (DOOH) will continue to develop at pace throughout 2016, with research from BrandScience suggesting an optimum 45% of the OOH budget should be allocated to DOOH. The same research, however, also concluded that digital should only account for 20% to 25% of frames, which presents a problem as digital costs significantly more than classic OOH.

Advertisers will begin to use DOOH more effectively alongside classic OOH, making use of the unrivalled reach of traditional poster sites with the ability to buy digital posters in day parts that are best suited to deliver the required audiences, making DOOH more effective in the process.

Digital amplification of the power of classic OOH requires a fundamental link between the creative process and the delivery platform in order to create the right ad at the right time. This year will see creatives think more broadly about what “out-of-home” means to their specific advert in terms of the what, why, where, when and how. More frequently, the medium itself will contribute to the message – and creatives need to design with this in mind for both digital and classic OOH.

3) Automation

Global spend for programmatic digital display advertising is estimated to reach $53 billion by 2018, according to Magna Global. And OOH will play a meaningful part in that growth. As hinted at by this shift, we are about to enter the third era of transaction. The first involved carbon copy and Royal Mail; the second, in the early-1990s, brought Excel and email. The third is all about demand-side platforms (DSPs), supply-side platform (SSPs) and application programming interfaces (APIs).

Full article here

Europe: Digital Signage Federation Announces Expansion as OVAB Europe Becomes DSF Europe

The Digital Signage Federation (DSF), the only independent not-for-profit trade organization serving the digital signage industry, (apart from FEPE!) is pleased to announce that it has finalized a working relationship with the organization formerly known as OVAB Europe, which will start operating as DSF Europe, an independent affiliate of the Digital Signage Federation. The change will commence in the coming week once approved by OVAB Europe members.

DSF Europe will maintain its own budget and annual agenda, participate in worldwide event and initiative planning and have a seat on the DSF Board of Directors. This affiliation recognizes the global nature of digital signage activity and the need for an industry association on a similar scale. It is expected to help drive DSF membership and participation in both North America and Europe where many multinational companies already do business, provide education, professional development and programming support for those organizations seeking to invest in or become more active in the digital signage sector.

Dirk Huelsermann, president of OVAB Europe, who has chaired the association since its inception said, "Our board of directors believes strongly that working closely with the Digital Signage Federation will allow us to build on a strong foundation to expedite the growth of DSF Europe. This affiliation will allow us to offer members additional educational and professional development opportunities and become a much more inclusive trade organization."

Ken Goldberg, CEO, Real Digital Media, and immediate past chairman of the Digital Signage Federation said, "Just as DSF filled a void with its inception six years ago, now is the right time to unify industry advocacy and advancement around the world. Establishing DSF Europe is just the start. Our objective is to increase opportunities and visibility for members doing business in the digital signage space, regardless of geographic location."



USA: What It Means for Consumers and Brands That New York Is Becoming a 'Smart City'

Citywide Wi-Fi offers advertisers flexibility On a sunny January day, a young mother strolled along New York's West 107th Street, explaining a strange phenomenon to her son. Before cellphones, there used to be these things along the sidewalks you could put a coin in and make a telephone call from, she told her bewildered child. She might as well have been describing a wringer washing machine.

By the relatively recent end of their life cycle, those pay phones dotting the Manhattan landscape had largely been beaten into a state of dysfunction. But soon, they will be replaced by sleek, Wi-Fi-enabled kiosks, making New York home to the most advanced citywide wireless network in North America.

This is one of a couple of dozen cities around the world edging ever closer to becoming what is known as a "smart city," an urban location tightly connected with advanced forms of technology involving not only mobile devices and ads but sophisticated forms of healthcare, energy, transportation, property management, and waste and water systems. A city must be advanced in several of those areas in order to become a smart city, according to market research and consulting firm Frost & Sullivan, which projects that there will be 26 such cities worldwide by 2025. What's more, "there will be hundreds of cities that will try and adopt one or two smart city areas over the course of the next few years," says Archana Amarnath, a global director at the firm.

Aside from New York, cities including Rio de Janeiro, Singapore, Lisbon, London, even Kansas City are aggressively seeking to become smart cities, with Singapore aiming to become the first "smart country." But for now, all eyes are on New York, whose old pay phones have in recent weeks been swiftly getting replaced by kiosks powered by LinkNYC, the city's free wireless network. LinkNYC is "first and foremost a utility for the people of the city that also doubles up as an advertising network. It has the fastest Internet speed available—not only is it enabling Wi-Fi in the city, but it's at gigabit speed," says Mike Gamaroff, head of innovation at the global out-of-home firm Kinetic. (Subscribers of cable or telco data plans are able to get 20 or 30 megabit speeds at best, he notes.)

The LinkNYC locations are, in fact, the only places in North America where a consumer can get gigabit-speed Internet service, says Nick Cardillicchio, strategic account manager at Civiq Smartscapes, designer and manufacturer of New York's kiosks. On a cold, wet afternoon this month, Cardillicchio provided a tour up Manhattan's Third Avenue, north of 14th Street, where the first kiosks, known as Links, have been installed. All told, 16 Links are up and running, as part of LinkNYC's initial test.

Each of the kiosks looks almost like a giant smartphone on an imposing, silver pedestal whose customized surface makes it difficult for street artists to add their own personal touch. Perhaps it's little surprise, then, that Civiq is a spinoff of a company called Comark that makes tech devices for the military. "We manufacture equipment that's meant to survive in battle zones," as Brad Gleeson, chief commercial officer of Civiq, puts it.

Cardillicchio describes the inside of the kiosks: "There are multiple single-board computers in the link. Each major subassembly has its own dedicated computer so we can independently track [a kiosk's functions], providing the most reliable health reporting and monitoring capabilities and ensuring the greatest uptime."

Full article here

USA: IAB Posts Buyer's Guide To DOOH

While the media industry remains fixated on issues of online viewability and fraud, one interactive medium neatly sidesteps both issues: digital out-of-home advertising.

Reflecting the medium’s growing importance, last week the Interactive Advertising Bureau released its first buyer’s guide for DOOH, developed by the IAB Digital Out-of-Home Task Force.

It begins with a quick summary of DOOH’s strengths -- including its ability to reach consumers across an ever-more fragmented media universe with “un-skippable” messages, its high targetability and burgeoning options for mobile integration.

The IAB guide also notes the myriad of formats and venues on offer, while highlighting the huge potential promised by its impending integration with the “Internet of Things.”

The guide then turns to more “nuts and bolts” issues in the planning and buying of DOOH campaigns, starting with the standards, measurement, and protocols for the medium, including major providers and industry organizations like the OAAA, DPAA, TAB, MRC, and Nielsen’s On Location service.

The IAB guide further notes that DOOH is generally sold on a time basis, with a typical billboard offering eight slots in a loop, each one 8-10 seconds long, with the option of buying more slots to increase share of voice. Impressions are typically calculated over a specified period -- for example, four weeks -- with rates varying according to factors like location and demand.

The rise of programmatic buying in recent years has opened up new techniques for planning and buying DOOH inventory, allowing brands to activate against audiences by location, based on specific behavioral segments and aggregated data sets.

Examples of common behavioral data used for shaping segments include visitation-based behavior, grouping audiences that have been to a particular location; Web-based behavior, grouping audiences that have visited a particular Web site; and TV viewing behavior.

The guide also addresses new techniques for measuring DOOH effectiveness, including integration of mobile device location data in conjunction with mobile surveys, as well as established methods like foot traffic studies.

Looking ahead, the guide predicts: “As the collection and real world visualization of mobile and other sensor data continues to grow and evolve, these data sets will pair more accurately with the precise location of all DOOH structures. This opens the door, to even richer understanding of the audiences who see and interact with DOOH screens.”


Find the guide here

USA: 108 Campaigns Vying for Top Awards in Out of Home Advertising

The Outdoor Advertising Association of America (OAAA) has revealed the 108 contenders for the 2016 OBIE Awards.

Now in its 74th year, the OBIE Awards program is the oldest and one of the most prestigious shows in advertising, awarding creative excellence in the out of home (OOH) medium.

In addition to multiple Silver and Gold OBIE Awards, OAAA will name three top prizes: Best Billboard Campaign, Best Street Furniture/Transit/Alternative Campaign, and Best Multi-format Campaign.

“When designing for OOH, it has to be beautiful, it has to be smart, and it has to be relevant ,” said Jim Copacino, Copancino + Fujikado, one of this year’s OBIE judges. “And if you can do all that, you win an OBIE.”

Full article here


Australia: Paramount Pictures launches 'ridiculously good looking' outdoor campaign for Zoolander No.2

Paramount Pictures' ridiculously good looking JCDecaux outdoor campaign - created for the launch of Zoolander No.2 in Australia - is bringing the world of "high fashion" to the streets of Sydney, Melbourne, Brisbane, Adelaide and Perth this week.

Created in collaboration between Paramount Pictures, MEC Sydney and JCDecaux, the campaign features 5 mirrored Innovate panels with creative that encourages passers-by to pose with Derek and Hansel, take a selfie and share Blue-Steel pouts across the country.

Is there really more to life than being really, really ridiculously good looking? The campaign combines Innovate panels with Citylights Spectaculars in Sydney, Melbourne and Brisbane and StreetTalk panels in Adelaide, ensuring Derek and Hansels pouts will not be missed.

Says Alan Klein, head of creative solutions, JCDecaux Australia: "The Zoolander Innovate panels use an eye catching print technique to encourage engagement and shares. The mirrors offer a fun opportunity for selfies while helping bring to life the essence of the main characters.

Innovate panels coupled with a mix of Citylights Spectaculars and StreetTalk assets, deliver powerful pedestrian impact ensuring the campaign will generate awareness and talkability."

The Zoolander No.2 campaign is live in Sydney, Melbourne and Brisbane until 15 February and Perth and Adelaide until 22 February. Mirrored Innovate panels are located in Pitt Street Mall and Martin Place in Sydney, Flinders Street Station and Southern Cross Station in Melbourne and Albert Street Mall in Brisbane.



South Africa: Primedia Outdoor’s new digital billboard lights up South Africa’s busiest road

South Africa has plenty of busy roads – and this one might just be the busiest. Two million vehicles drive along the Western bypass of the N1 highway in Rivonia each month, according to a recent count by Kantey and Templer Engineers. In establishing a new 4.5m X 18m LED screen billboard on this site, Primedia Outdoor brings its clients’ messages to bear on a vast number of commuters, and in a highly desirable location.

The digital billboard is situated between the Rivonia Road off-ramp and the Bowling Road flyover, and went live on 3 February with Telkom’s ‘Bolt Speed’ advertisement. The ad compares the phenomenal speed of the ‘world’s fastest man’, Usain Bolt, with that of Telkom’s fibre to the home products.

The billboard boasts some 4.2 tons of LED material, and was manufactured by the world’s premier LED manufacturer, Daktronics, who supplied many of the LED screens for the Olympics and the 2010 FIFA World Cup.

“‘Ownable Digital’ is a key part of Telkom’s Out of Home strategy and we’ve been working hard on driving digital outdoor innovation with Primedia Outdoor, in particular,” says Norman Gibson, Strategic Director at Mediacom.

“The N1 Rivonia site delivers on all key metrics, including high traffic volumes in the right area on a key highway in Johannesburg.”

“As the leading broadband service provider in SA, using digital media to communicate our products and services just makes sense. Being the exclusive advertiser on these sites allows us to communicate multiple messages cost-effectively, since there is no additional cost for any additional creative changes.”


Lebanon: Pikasso Celebrates the best OOH Campaigns

The annual Pikasso d’Or Awards, a competition showcasing the best work in Out-of-Home advertising and creativity, has announced its 2015 winners. Embodying creative excellence and producing breakthrough work in the advertising industry, the honorees were celebrated during the 23rd annual Pikasso d’Or Awards Ceremony in the presence and under the auspices of HE Mr. Robert Ghanem, Head of the Parliament Committee of Justice and Administration, on Thursday February 4th at O1NE, in Beirut.

The guest list read like a ‘who’s who’ of the industry in Lebanon and Iraq and included leading advertising agencies and clients, as well as representatives from the media.

All winners were chosen by the Pikasso d’Or International Grand Jury of 7 leading creative professionals with Alain Weill, an acknowledged expert in contemporary art and advertising, as President of the Jury and Andrew Rawlins as its General Secretary; Malek Ghorayeb, Regional Executive Creative Director at Leo Burnett, Lebanon; Moe Minkara, Executive Creative Director at Memac Ogilvy, Lebanon; George Slim, Chief Operating Officer at Lowe Pimo, Lebanon; Basel Jum’a, Creative Director at JWT Jordan and Hakim Guettaf, General Manager and Copywriter at Ahaggar, Algeria completed the jury.

Out-of-Home has never been more exciting, and 2015 saw the continued expansion of Pikasso’s CANAL 8 Digital Large Format network. 2016 will see further roll out of digital technology which currently includes Mobile Bridge, NFC and QR code features, and will add Beacon, touchscreens and facial recognition opportunities.

For this, the 23rd edition of the Pikasso d’Or, 284 visuals were presented by 33 agencies and selected in the following categories:

• Best use of creativity in an Out-of-Home campaign

• Best use of Supersize format in Out-of-Home campaign

• Best use of Mall Advertising

• Best use of Digital in an Out-of-Home campaign

• The Citizen Billposter Award – for the most effective campaign promoting a good cause, and billposted free of charge on Pikasso networks as part of its ongoing CSR program.