FEPE 56th International Congress: Rapport Discuss the Power of Route Data at 56th Annual FEPE Congress
by Chris Marjoram, Managing Director at Rapport
Last month saw the 56th FEPE Congress in Budapest. FEPE (Fédération Publicité Extérieur) is now a global organisation representing the world’s biggest out-of-home companies and this year’s theme, “Your audience is waiting”, seemed especially relevant given the growth of DOOH, its connection to mobile and the new data sets that we’re using to target audiences. This year Rapport were on the speaking roster talking about how we’re using data and in particular Route for clients such as Sky TV to target audiences more effectively and more efficiently.
The conference comes at a time when out-of-home is growing at 4.7% a year with global sales likely to hit the US$44bn mark by 2018. With other media channels declining, it’s not surprising that the sector is attracting a lot of interest and not just from the traditional stakeholders. This year’s attendance was notable for the attendance of Venture Capital and Private Equity companies, mobile and tech businesses with an eye to the growth opportunities in digital out-of-home which is forecast to grow its share to 16% in most established countries, and 30% in emerging markets within the next five years. If the UK is anything to go by, that’s going to happen far sooner than we think. Out-of-home packs a punch not least because it’s trusted, but for many it’s the compelling standout.
This year’s key note speaker was Dave Trott, a bit of an old school bruiser (you’ll never forget your first encounter with Dave) and who better to deliver a salutary reminder to us all that “simple” may be out of fashion but in reality it’s a case of the message being more important than the medium – regardless of how clever or sophisticated the channel. Warming to Bill Bernbach’s theme of “simple timeless human truths” he made the case that the creative message was in danger of getting lost in a new media world where content, ideation, transaction, narrowcasting were driving communication rather than a single, gripping creative idea. Rupert Day of 10th Avenue picked up on this point, reminding us that out-of-home, given its mass audience on ever improving platforms, was a formidable marketing channel - arguably more so than TV and online.
Everyone who can should attend FEPE. Out-of-home still has great charm and it’s important that so many of its original pioneers such as John Ellery, its Executive Director and Denis Sullivan are still so heavily involved in a medium that started life with a poster being pasted on a board. This year, Jean-Claude Decaux, Chairman and Founder of the same company, was recognised for his contribution to out-of-home.
The setting by the Danube, in the company of JCDecaux’s competitors and many admirers, seemed appropriate.
UK: Exterion Media introduces moments to connect on London buses
Leading Out-of-Home advertising company will implement beacon technology across the capital’s buses to enable Londoners to access targeted and relevant content on the move London, UK.
June 30, 2015: Exterion Media has announced that, in a commercial first, it has equipped 500 London buses with beacon technology. Beacons play a vital role in the company’s Urban Activation strategy to connect consumers with brands via innovative technology. Exterion is already working with leading brands to deliver welcomed information and entertainment to 300,000+¹ London bus-riders every day.
The solution, developed in collaboration with Proxama PLC, the international mobile proximity marketing company, uses Bluetooth Low Energy (BLE) beacon technology to send targeted in-app messages to London commuters’ mobile devices. This creates an opportunity to deliver highly contextualised messages at moments when they’re most receptive, which when combined with Out-of-Home (OOH) advertising, can prompt immediate action.
This announcement comes after a successful six month beacon trial on 110 buses in Norwich, which saw 30% of users clicking through from receipt of notification and 2,000 app downloads. Exterion’s online urban community work.shop.play. recently found London to have the highest penetration of smartphones (94 per cent) in the UK². Coupled with this, the average journey on a bus in London is estimated to be between 17-19 minutes³ (with some journeys taking considerably longer). This provides passengers the time and opportunity to respond, interact, view or redeem offers delivered direct to their mobile phones. This mobile popularity and the lengthy journeys makes beacons on London buses an attractive channel to deliver extended consumer engagement to audiences on the move.
“We are continually seeking new and innovative ways to connect brands with consumers and this solution will engage audiences on the move in a way that builds meaningful and mutually beneficial relationships. We believe the future of OOH engagement is the ability to deliver a truly personal experience; and, with so many of us keeping our smartphones handy during the bus trips we take every day, it makes sense to combine the two. Our ultimate aim is to deploy this technology across our portfolio nationwide, with a long-term vision of providing full connectivity across buses in the UK.” says Jason Cotterrell, Managing Director UK, Exterion Media.
“The trial in Norwich and our partnership with Exterion Media showed us that consumers are open to receiving content via their mobile devices while they travel, so we expect to experience a similar level of success once we roll out across London. By ensuring that content pushed to users is relevant, personal and received at the right time, beacons are set to enhance Londoners’ commuting experiences.” says John Worley, CEO of Proxama Marketing Division.
Switzerland: Winner of the MediaTrend Award: APG|SGA the best media provider of the year for the second time in succession
For the second time in succession, APG|SGA has received the MediaTrend Award as the best media provider of 2015.
It won over advertisers, the major advertising agencies and all media agencies in terms of overall impression, advisory and other services, and value for money.
APG|SGA won out over a total of 66 media companies. On 30 June 2015, MediaTrend Journal announced the presentation of the 18th MediaTrend Award for the best media provider of 2015. The first place went – by a large margin – to APG|SGA, which again scored slightly higher than in the previous year. With an overall score of 8.09, APG|SGA was the only candidate to achieve over 8.0, and thus received the best score of all 66 media companies surveyed.
The winner of the MediaTrend Award, presented as part of the advertising market study carried out by media research and consultancy company Media Research Group, needs to impress the top advertisers, the largest advertising agencies and all media agencies in terms of service (order handling, cross-media range, advertising impact research), advisory capabilities (client advisors in back office and field), value for money (price level, cost per mille, quality of contact) and overall impression.
Markus Ehrle, CEO of APG|SGA, on taking first place:
"We would like to thank our esteemed advertising clients and agency partners for the excellent rating, and also our 650 employees for their outstanding com-mitment throughout Switzerland.
The award spurs us on to continually improve our range and services. And of course we are all aiming to pull off the hat-trick, i.e. to win three times running. That means we can't rest on our laurels but will have to move up another gear.
That's a promise."
UK: James Whitbread: three key factors driving out of home
Currently out of home is being talked about as the lead medium to watch in the advertising space.
With new technologies ever emerging and smartphones connecting people outside of the home and collecting data, the out of home industry is getting more and more exciting. I have picked out three different factors which I believe to be the most exciting changes that will set out of home on a trajectory.
Screen Technology Out of Home will soon have the same sophistication as TV and digital advertising in terms of knowing who is viewing where and when, due to advances in screen technology. These digital screens will have the ability to tell who an audience is in terms of gender, interests and age.
This will help out of home to shake off the “out of home isn’t accountable” tag. In many ways DOOH is the rightful owner of the second screen medium and with exciting consumer buy in, developments such as being able to tweet directly from DOOH screens will become second nature.
The ability to analyse data about audience habits and interests will ensure that messages are targeted effectively to the right audience, at the right time, for the most effective results. Digital out of home is harnessing ‘Big Data’ to reach consumers with location based strategies which work across multiple screens. Most importantly, knowing where people are, and who they are, will give advertisers the ability to connect with an ever growing, mobile-savvy audience.
Rise of Mobile
More people than ever own a smartphone and this creates a massive opportunity for OOH. New technologies which connect with mobile phones, such as beacons (Successfully being trialled currently by Adshel in Australia), will mean that advertisers will be able to personalise the consumer’s experience. They will be able to provide audiences with appropriate money off vouchers, links to social media and other content which immediately connects them with a brand.
Full article here
UK: A walk down the high street of the future
Augmented reality, beacons and VR assistants may all shape how our high streets look in 2025
As new technologies become more accessible, and consumer demands for quick, easy personalised experiences grow, the high street is changing. Digital innovation in out-of-home (OOH) advertising is allowing for large-scale, interactive brand messaging, while beacons and near-field communication are connecting consumers and retailers more directly than ever before.
So how might the high street of 2025 look? From window displays to virtual reality car showrooms, six leading out-of-home specialists give their opinion on what the future might hold for shopping centres around the world.
Nikk Smith, chief technical officer, Pixel Inspiration
The windows of flagship stores will continue to serve as the playground for new digital innovations, as retailers experiment with high-budget installations to gauge whether footfall justifies the wider investment. Digital installations will also become much more prevalent, with larger format and highly creative displays becoming the norm. These installations will also see more integration with mobile, be it through the use of beacons, near-field communication (NFC) or both. The most effective windows will be those that integrate digital effects with more traditional techniques, allowing the digital aspect to react to the live conditions and encourage interaction with the storefront or social channels while still allowing the retailer to showcase their products in a physical way. Digital-only installations will enable the retailer to promote their products to a local audience, by linking in with their online presence with click and collect or delivery.
Peter Livesey, founder, Esprit Digital
The problem with out-of-home in the old days was that there was no way to tell if anyone had looked at it, let alone if someone had put a pot plant in front of your poster. Compare that with the live data an advertiser can draw from online advertising and it looked rather unenticing. The world has changed.
Full article here
UK: Neil Morris: How Grand Visual Is Changing DOOH Advertising
Exclusive interview with Neil Morris, Founder and Managing Director of Grand Visual, for Digital Signage Pulse. By Nurlan Urazbaev.
NU: Grand Visual, now a leading global creative shop specializing in digital out-of-home advertising, is celebrating its 10th anniversary this year. What was the idea behind creating this company?
Neil Morris: Grand Visual was founded in 2005 with the belief that it could deliver real value by specialising in a ‘medium of the future’. I remember seeing those first escalator panels at Tottenham Court Rd Station and admiring the sense of awe and wonder that they were instilling in the commuting public. They really captured the imagination and took advantage of what was clearly very valuable media ‘real estate’. Dan Dawson and I, having had some experience in digital advertising, saw the potential, but also the lack of digital out-of-home expertise in the market, and that’s why we founded Grand Visual. In 2005, DOOH made up only 3% of the total out-of-home spend. For us, it was about realising the potential of an emerging medium; being there to help people see the creative capabilities of this new digital canvas and help it grow into what it is today.
NU: What was the founders’ professional background?
NM: My background was in TV, commercials and multimedia production and I had previously founded and sold a production outfit called Junction 7. Dan Dawson’s previous expertise was in design and technology and how the two fuse together. He had spent his years before Grand Visual creating interactive and motion graphics for screen technology and events, and one day our paths crossed. The rest, as they say, is history.
Full interview here
USA: Mohegan Sun Brings the Game to Life in Boston
Interactive touchscreen campaign debuts at bus shelters across Boston.
Boston is getting a taste of the unlimited possibilities at Mohegan Sun. The entertainment destination has launched interactive touchscreen games on bus shelters across the city where participants can win a variety of prizes.
Waiting for the bus? Just walking past? The “Tap Here” button calls to passers-by promising that: “Anything can happen.” Those adventurous enough to tap could instantly win an overnight stay or play a wide array of interactive touchscreen games.
In addition to the touchscreen interactions, there was a live experiential event in Boston on June 5th. At the live event, the possibilities were truly unlimited as participants were surprised with free stays, celebrity appearances, free food, Mohegan Sun gift cards and more.
The interactive touchscreen campaign will be live in Boston throughout the month of June, where multiple free overnight stays will be randomly awarded daily.
Mohegan Sun’s campaign was conceived by TAXI NYC, produced by Grand Visual with media planned and booked by C2C Outdoor and Media Storm and delivered on JCDecaux screens in Boston.
All are leaders in the interactive, creative advertising space and created this campaign with the goal of driving the people of Boston to get a taste of all the unlimited possibilities that await them at Mohegan Sun’s flagship property in Connecticut. “What this campaign is able to demonstrate, through the interactive bus shelters and the live experiential event, is the fun experienced at Mohegan Sun on a daily basis,”
Mohegan Sun VP of marketing communications George Galinsky said. “The digital activation is a great way to bring that feeling to life for passers-by as they go about their daily lives.”
“What the campaign for Mohegan Sun demonstrates is the power of Digital-Out-of-Home to deliver engaging experiences that connect brands with their target audience in a really memorable way,” Grand Visual New York managing director Ben Putland said.
USA: Apple, TBWA Take Outdoor Grand Prix for Billboards Featuring Users' iPhone 6 Photos
Grey New York and The Community win gold
Apple and TBWA\Media Art Lab won their second Cannes Grand Prix in three years here tonight, topping the Outdoor Lions category with their iPhone 6 billboards featuring photos taken by actual iPhone users.
Apple found photos it liked from 162 users from around the world and created outdoor boards of their work. In all, the campaign featured more than 10,000 installations in 73 cities in 25 countries. Apple called it "the largest mobile photography gallery in history." Check out the case study below for more.
Grey New York and The Community won gold and silver for the U.S. for campaigns that have already been honored in other categories. Grey won for its States United to Prevent Gun Violence client, while The Community won for its Buenos Aires bike ads—which took home the Press Grand Prix on Monday.
Agency and client also won a Grand Prix in Press in 2013 for their ads on the backs of magazines showing their covers at iPad size.
Other U.S. Outdoor Winners
• Grey New York for States United to Prevent Gun Violence (gold, silver)
• The Community Miami for the Buenos Aires Public Bike System (gold, silver)
• Red Fuse Communications New York and Y&R New York for Colgate (silver, two bronzes)
• R/GA New York for the Ad Council's "Love Has No Labels" (silver)
• Alma DDB Miami for Green Works (bronze)
• BBDO New York for Snickers (bronze)
• David Miami for Burger King (bronze)
• Conill Saatchi & Saatchi Miami for Toyota (bronze)
• AKQA San Francisco for Jordan Brand (bronze)
Nigeria: Outdoor Advertising Spend Dropped to N20.5 Billion in 2014 - OAAN
Lagos — The total amount of outdoor advertising spend in Nigerian dropped to N20.5 billion in 2014 from the N23.3 billion it achieved in 2013 representing a N3.2 billon decline. Mr. Kole Ademulegun, the immediate past president, Outdoor Advertising Association of Nigeria (OAAN) disclosed this in Lagos at the 9th Exhibition & Poster Awards held in Lagos.
Mr. Ademulegun who was also the chairman, the Poster Awards Committee also said in 2012, the advertising spend was N17.7 billion which shows that the spend was rising annually until last year.
Also commenting at the 2015 Poster Award which had the theme: "Be Bold", the President OAAN, Mr. Charles Chijide said "in coming with the theme, we felt that creativity is largely a product of ingenuity; that it takes thinking out of the box to come up with a message that will connect the mind and the pocket of the reader/viewer with the product offering in just seven or fewer words. We believe that creative excellence requires certain bold initiatives, hence the expression of 'be bold' to describe the 2015 OAAN Exhibition and Poster Awards."
He said the entries for this year stood at 110 from less than 70 last year. He noted that the "place of outdoor advertising to the success of all marketing communications efforts has continued to be on the increase. This is because of the dynamic nature of the practice.
It is one that can always easily adapt to prevailing trends. It has consistently been influenced by and has benefited tremendously from prevailing technological advancements. Furthermore, outdoor advertising has also helped to light up and beautify our environment. It makes the skyline of our cities more beautiful.
Australia: Out-of-Home growth surge continues in second quarter 2015
The Out-of-Home industry again posted double-digit quarterly growth recording an increase of 16.3% on net revenue year on year with $154.9 million, up from $133.2 million* for the second quarter 2015. This follows on from unprecedented growth in the first quarter when revenue increased by 21.6%* year on year.
Monthly results have been positive with the industry posting year on year increases of 19.6% for April, 12.5% for May and 17.3% for June. Increases are across all formats: billboards, street furniture, retail and transit; and, digital revenue is sitting at 22.8% of total net revenue year to date. “Once again, the first half of 2015 highlights the strength of OOH. Our audiences continue to grow and our ability to broadcast and narrowcast to the nine out of ten Australians who leave home each day is strengthened by technology,” said Charmaine Moldrich CEO of the Outdoor Media Association (OMA). “It’s not only our digital expansion that is fuelling growth, we are seeing growth in our traditional signs as we see mobile and OOH work so seamlessly together,” continued Moldrich.
“And to build on this revolutionary growth, we recently announced the launch of a new outdoor advertising Automated Transaction Platform, rolling out in 2016, with the objective of making OOH easier to buy. The world-first one-stop hub will facilitate OOH media buys across all inventory Australia-wide. This is a significant next step in the evolution of the industry and we believe it will grow revenues across all formats,” said Moldrich.
Category figures second quarter 2015
• Roadside Billboards (over and under 25 square metres) $52.8 million
• Roadside Other (street furniture, taxis, bus/tram externals, small format) $48.1 million
• Transport (including airports) $29.3 million
• Retail $24.8 million
Category figures second quarter 2014*
• Roadside Billboards (over and under 25 square metres) $46.2 million
• Roadside Other (street furniture, taxis, bus/tram externals, small format) $45.9 million
• Transport (including airports) $24.2 million
• Retail $16.9 million
* Figures have been adjusted for 2014 revenue to reflect changes in OMA membership, allowing direct comparisons in revenue year-on-year.
New Zealand: Adshel Switches On Roadside Digital Network Across Auckland
Adshel has switched on the country’s first scalable network of roadside digital screens spanning core locations across Auckland’s CBD and key fringe suburbs.
Boasting six launch partners, the network, called Adshel Live, is the latest business evolution for the company as it diversifies its street furniture offering and pursues a strategy focussed on innovation and customer insights.
Key partners McDonald’s, Spark New Zealand and Skinny Mobile went live at launch and featured campaigns with multiple types of creative executions tapping into the network’s unique ability to deliver contextual relevance.
Adshel’s NZ general manager Nick Vile says the network is a big shift for the New Zealand media market: “The response from the market has been huge. Our clients are increasingly seeking flexibility and improved targeting when they buy out-of-home. Adshel Live is scalable, dynamic and offers a truly diverse audience. The network puts Auckland alongside cities like London and Singapore in terms of media sophistication.”
Omnicom Media Group’s (OMG) chief investment officer Scott Keddie said: “We are excited by what Adshel Live will deliver our clients, be it to create more impact closer to the point of sale or the ability to deliver multiple messages at once across the 35 screen network, therefore enabling more relevant and engaging creative opportunities. “There is a lot of potential Adshel Live will provide OMG clients in the future as the network expands.
OOH ad spend has grown over the last two years and into 2015 with Q1 reporting a nine per cent increase, so the OOH market is in a healthy position at the moment. We welcome more premium opportunities in OOH for our clients and DOOH clearly provides a greater opportunity for deeper connections with consumers.”
The launch of Adshel’s digital network in Auckland follows the company’s announcement that it will soon introduce a national digital network in Australia later this year.
Full story here