FEPE Out of Home News 20th Oct 2016

FEPE Out of Home News 20th Oct 2016



Belgium: WPP Team Huawei / Ogilvy wins FEPE International Best Use of Out of Home Award at EACA Euro Effie Awards 2016

A special FEPE International Award for the Best Use of Out of Home was presented to WPP Team Huawei / Ogilvy for their Touch. Made Powerful campaign by FEPE sponsor BroadSign International on behalf of FEPE International President, Matthew Dearden, during the Euro Effie Awards Gala in Brussels’ Cercle de Lorraine business club last night.

The Award, presented for the second year, recognised their exceptional use of Out of Home to elevate the brand’s awareness, consideration and perceptions. The Touch. Made Powerful campaign put Huawei firmly on the map as emerging global innovator, carving a path for the brand’s success in Western European countries and beyond.

The campaign effectively drove significant incremental sales of the Mate S brand in Western Europe, enabling Huawei to rank in the top three in market share in several countries. The campaign earned the respect of the industry, with the media recognizing Huawei as a viable contender in the high-end smartphone market together with Apple and Samsung.

FEPE International General Secretary, Mark Flys, said: “This work is testament to the way the Out of Home medium can work effectively in combination with TV, Digital Video and Social Media. This enhanced the campaign to drive image and so create the sense of a big world class technology brand. Results, both in terms of establishing the brand and driving sales, were particularly impressive given the nature of this highly competitive consumer market.”

The Euro Effies are organised by the European Association of Communications Agencies (EACA) in partnership with Euronews with the support of Google, Kantar Millward Brown, The European Publishers’ Council, WARC, Adforum.com, Procter & Gamble, Nielsen, Bacardi-Martini, creativebrief & Viva Xpress Logistics.

*The photo shows Brian McCarter of Ogilvy with the award.

FEPE would like to thank Vladimir Aubin of BroadSign for presenting the award on our behalf, as the entire FEPE team were caught up in a Eurostar power failure and never made it to the event!

UK: Primesight expands its OOH advertising portfolio with acquisition of Airport Media Ltd

Primesight Ltd announced this week that it has acquired Airport Media Ltd. The acquisition adds London Gatwick and London Luton airports to Primesight’s existing contracts which cover Manchester, Stansted, East Midland, Bournemouth, Prestwick and Guernsey airports.

Primesight will now be in a unique position to deliver advertising impressions to over 100 million passenger journeys per annum covering 4 of the 5 top airports in the UK, 60% of all airport footfall across London and 40% of all UK Sarah Parkes will become Managing Director of Primesight’s Airport team.

Matt Teeman MD of Primesight Ltd said “This exciting acquisition is a significant addition to our business and is pivotal to our overall growth strategy. Sarah brings a wealth of experience to drive continued growth in this sector for us and we are delighted to welcome her and the Airport Media Team to Primesight. This year Primesight have been focused on building on the opportunity we identified to become the UK’s number one airport media owner following our appointment by MAG in May 2016.

We are delighted to be able to incorporate these two key airports within our portfolio, improving our market leading ownership of this environment. Airports provide highly attractive audiences with long dwell times and we believe that the combination of these audiences with screens, mobile and beacons will really drive this sector.”

Sarah Parkes, MD of Primesight’s airport estate said “It is great to be joining Matt and the team at Primesight, our joint proposition will enabling us to create a commanding position in the airport environment from which we can deliver scale, innovation and powerful advertising campaigns that not only make an impression on these valuable audiences but also enhance the airports dynamic and premium environment”

Ukraine: Brief summary of Out-Of-Home Forum 2016

On October 6 there took place the Fourth Kyiv International Out-Of-Home Forum (http://ooh.in.ua). Its key topic — interaction between the real and digital worlds — was covered in nine unique reports and two panel discussions. Ukrainian and international professionals in the field of communication discussed the principles and ways of constructing an efficient model of marketing and social communications.

The first module — ‘Strategy’ — was dedicated to global trends and their topicality for the Ukrainian advertising market. Two speakers were the leading international professionals in advertising and media — Bob Wootton (Deconstruction Consulting) and David Payne (Mediabridge Global). They presented a helicopter view on media trends and, in particular, trends in out-of-home advertising. The ‘Strategy’ module finished with a panel discussion in which the module speakers were joined by Mark Flys (FEPE International). The participants discussed the way out-of-home advertising could and should be not just an efficient media, but a useful and harmonious part of the modern city.

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France: JCDecaux renews and extends its street furniture contract with the city of Nice

JCDecaux SA announces that following a competitive tender, its street furniture contract with the city of Nice (340,000 inhabitants) has been renewed and extended for 12 years.

This exclusive contract covers the installation, upkeep, operation and maintenance of over 194 street furniture units that have either 2 m² or 8 m² advertising faces (which may increase to 358 units) and 16 non-advertising street furniture units.

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UK: Clear Channel turns its back on 800 UK billboards as digital screen drive continues

Clear Channel has decided not to continue paying the rent on 800 roadside billboards in the UK as its focus on digital investment continues to take precedence. The New York based outdoor media firm will adapt its inventory to reflect advertiser demand.

A Clear Channel source told the Sunday Times: "Potentially we?d have to cut back on our estate on a permanent basis.?

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Belgium: IRET Development Relies On Daktronics For First Freeform LED Display In Belgium

IRET Development of Antwerp, Belgium, selected Daktronics to design, manufacture and install a digital façade of freeform LED elements flush with the face of the Post-X building in Berchem, Belgium. The display provides full video capabilities when viewed from outside the building while also providing the ability to see through the display when looking out the windows from inside the building.

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UK: Creative Out of Home Awards 2016 nominations revealed

Finalists for the 2016 Creative Out of Home Awards have been announced with Pulse Creative’s work with the Sun and OMD UK’s Channel 4 campaign among the nominations.

This year the COOH Awards have opened internationally for the first time and to reflect the new scale livedoohand and Fepe International have come on board as sponsors while Trevor Beattie has been announced as the chairman for the awards.

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UK: British Land secures 100 screen portfolio deal with Clear Channel UK

British Land has signed a significant digital advertising contract with Clear Channel UK to install over 100 digital advertising panels across its regional and local multi-let retail portfolio. The initiative supports the company’s vision to create Places People Prefer by enlivening the consumer experience in response to changing modern consumer lifestyles.

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USA: Technology Today Makes Planning, Buying OOH Advertising Easier than Ever

By Stephen Freitas, Chief Marketing Officer, OAAA

Before the onset of technology, media planners had it easy. A few phone calls, a few million dollars, and the buy was done. We all saw Mad Men – those were the good old days.

Today is a different story. A media planners job is far more complicated today than it was on Madison Avenue in the 70s. Consumer behavior has changed, media buys are larger and more integrated, and technology continues to evolve.

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USA: How out of home can be used to target Hispanics

When it comes to targeting the U.S. Hispanic market, just about every medium has options that target Hispanics exclusively.

There are Hispanic-focused outlets for TV, radio, online and print, in both Spanish and English. It’s not always as clear-cut with out-of-home advertising, however.

Sure, you can run billboards in Spanish in Hispanic-heavy areas of town, but that comes at the risk of alienating the non-Spanish-speakers.

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USA: Global Ad Spend Forecast: Autumn 2016

Looking at the three global ad spend forecast reports from ZenithOptimedia, Carat and Magna Global, we have compiled the key observations of the media landscape for the coming year.

Despite a slight decline due to volatility in some markets, the positive momentum of the global advertising spend is expected to continue into 2017. Read on to find out the summaries for Media and Regional analyses.

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USA: Yahoo's "smart" billboard takes outdoor data-collection to the next level

Reveal of patent blueprint comes at awkward time for company caught in privacy controversies Yahoo has applied for a patent for a "smart" billboard that would represent a leap forward in data collection for outdoor advertising.

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Australia: 'We're a new tech player – not an old OOH company'

Fresh from yet another acquisition, OohMedia's chief executive says the outdoor business is not an old out of home company, rather it's morphed into a new technology and media player.

Speaking with AdNews after its purchase of digital display network Executive Channel Network (ECN) for $68.5 million, CEO Brendon Cook explained the recent string of acquisitions are all part of the greater strategy from the business, which sees it embody the traits of some of the newer kids on the block rather than heritage media.

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Australia: APN Outdoor Announces Winner Of Their Media Attention- It’s A Jungle Out There! Competition

Leading Outdoor operator, APN Outdoor, have today announced the major winner of their hotly anticipated Media Attention- It’s a Jungle out there! competition, with Simon Lawson of PHD Melbourne and Nathan Fraser of Starcom Brisbane winning the major prize of a trip to the Galapagos Islands.

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South Africa: Foraging rhinos come alive through augmented reality at Sandton Gautrain Station

Sony Pictures Television and the GMA (Gautrain Management Agency) set out to heighten the awareness of the fragile existence of the rhino by encouraging Gautrain commuters to download their augmented reality app which brings foraging rhinos into the Sandton Gautrain Station environment. The out of house section of the activation, station environment and supplier co-ordination was project-managed

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