FEPE Out of Home News 21st July 2016

FEPE Out of Home News 21st July 2016



UK: JCDecaux UK joins IAB

JCDecaux, the UK’s leading Outdoor advertising company, today announces it has joined the Internet Advertising Bureau UK (IAB UK) as it takes another step towards boosting the company’s digital presence. The UK not only has one of the highest share of ad dollars going in to digital based media but also has one of the most progressive digital OOH sectors in the world.

JCDecaux launched its London Digital Network (LDN), and vision of building out its network of digital screens, after being awarded the world’s largest bus shelter advertising concession by Transport for London (TfL). The company’s digital Out-of-Home network is fuelled by data utilising its bespoke media planning and buying tool SmartBRICS, as well as its SmartCONTENT ad serving platform which puts the right creative, at the right time and in the right place.

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UK: JCDecaux further invests in London digital portfolio with Motion@Euston

JCDecaux further strengthens its digital portfolio in London by launching a new full-motion, high-impact digital landscape screen at London Euston. The gateway site at London Euston has undergone a transformation to become Motion@Euston, the third motion screen in JCDecaux’s iconic digital Motion@Portfolio, which also includes London Waterloo and London Liverpool Street.

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Ukraine: UNESCO urges Kyiv to free its buffer zones of outdoor advertising

The United Nations Educational, Scientific and Cultural Organization (UNESCO) encourages the Kyiv city authorities to free the capital's buffer zones, serving to provide an additional layer of protection to World Heritage objects, of outdoor advertising.

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Germany: DSS Europe 2016: Context is King

Contextualised advertising in programmatic DooH campaigns are extremely successful. In addition to the usual elements, contextualised advertising incorporates intelligent use of data.

Grand Visual’s Neil Morris explained all the related elements. When regional information was added to the contextualised DooH spot of one large international advertiser, the reach increased by over 15% compared with that of the static outdoor adverts of the same company.

How does this work? In his presentation: “The Power of the ‘Context Effect’: Programmatic Creative for DooH”, Neil Morris demonstrated exactly how programmatic campaigns function – and what effects they have.

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UK: JCDecaux gets its digital outdoor show on the road

One year on from winning TfL's £500m bus-shelter contract, JCDecaux is turning London into the 'global showcase for digital outdoor', Spencer Berwin tells Gideon Spanier. But will advertisers be persuaded?

Gaze along London’s Oxford Street and it’s hard to miss a line of seven-foot-high billboard screens, each displaying the same ad, stretching into the distance. The effect is like a series of giant glossy magazine pages, with brands such as O2, Prada and Dior on rotation every ten or 15 seconds.

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USA: Kym Frank on Geopath and the Future of Audience Location Measurement

Kym Frank is President of Geopath (formerly known as the Traffic Audit Bureau for Media Measurement or TAB). Geopath is a not-for-profit organization whose mission is to power a smarter US OOH marketplace through state-of-the-art audience location measurement, insights, and market research innovation.

Geopath is a tripartite organization representing the interests of agencies, advertisers and media companies. The official Geopath rebrand will take place in Times Square on September 19th.

TAB changed its brand name to Geopath to reflect the changing landscape of the OOH industry. You can watch an entertaining TAB/OAAA 2016 Conference speech on the Geopath YouTube Channel.

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USA: Real-time vehicle data, analytics to be tested for digital billboard inventory

Out-of-home advertising company Adams + Fairway Outdoor Advertising and AdMobilize announced a strategic partnership to test real-time vehicle data and analytics for digital billboard inventory across selected U.S. markets, according to a press release from AdMobilize.

Miami-based AdMobilize provides real-time analytics on vehicle and pedestrian traffic for out-of-home media companies and retailers. AdMobilize has developed a scalable vehicle-detection technology that provides real-time data on vehicle traffic, including day/night traffic counts, speed, dwell time and make/model. Adams Outdoor currently has more than 26,000 roadside units, the release said.

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Australia: APN Outdoor explore the jungle of Media Attention in 2016 study

APN Outdoor have today introduced their headline research piece for 2016, Media Attention- It’s a Jungle out there. Following on from previous studies, such as The Attention Economy in 2014, The Airport Economy in 2015 and #myrealworld, in 2015 and 2016, this study promotes the case for Outdoor to be the centrepiece of more media campaigns.

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Australia: Media owners nominate the seven best outdoor campaigns

We asked OOH media owners to nominate some of the most innovative pieces of creative to land on their networks recently.

1. ‘Bonds Boys’ Bonds - Ooh!Media

This campaign made fantastic use of Ooh!Media’s iconic Bourke Street Mall digital billboard in Melbourne, showing Bonds’ ‘Boys’ reacting to changes in weather conditions via a live RSS feed. As Ooh!Media CEO Brendon Cook noted, the campaign took creative based on weather to a whole new level.

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Zimbabwe: Cutting edge OOH measurement across Africa to be explored at PAMRO

Experience the magic of Victoria Falls while updating your knowledge base on the latest and greatest out-of-home (OOH) measurement techniques being rolled out in Africa, with presentations by respected international speakers. The theme of this year’s PAMRO conference is ‘Africa Media Research in a Globally Connected World’. Several papers tackle OOH measurement across Africa at this year’s PAMRO edition, set to take place at Elephant Hills Resort in Zimbabwe from the 21 to 24 August 2016.

Full details here

Ghana: Advertising bill to be laid before Parliament

The Ministry of Trade and Industry (MoTI) is expected to lay before Parliament a new bill to regulate activities in the advertising industry in Ghana before the legislature rises.

Dubbed “Advertising Standards Authority Bill” seeks to establish an advertising standard authority which will bring together relevant industry players to ensure the sector is properly regulated.

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Pakistan: Karachi OOH costs soar

Outdoor media costs in Karachi have soared following a Supreme Court order that has resulted in two thirds of inventory being either temporarily or permanently dismantled.

Back in May, the Court decided there was no law that permitted the installation of outdoor advertising billboards and signboards on public property and instructed that all such structures – some of which pose a hazard in high winds – be removed within six weeks.

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