FEPE Barcelona Congress: Getting it Seen and Getting it Right
By Dennis Sullivan
Before you start reading this, let me nail my flag firmly to the mast, lest you begin by thinking that it is written by an out of touch, Luddite who is unwilling to recognize the operational and financial benefits that new technology brings to the OOH business.
The advent of Digital signage is not just the most significant and positive move seen in the business (some would say since the arrival of aluminum ladders!), but it is singularly the most important catalyst for display consistency in all markets, tighter audience targeting and continued revenue growth in the OOH sector.
I have championed of the growth of Digital for many years and I take my hat off to site owners around the world for the way they have embraced a concept which at the beginning took an enormous act of faith, as well as capital expenditure.
Sure, the promise of maximizing revenue from single locations by six to eight times helped, but when you are running global businesses you need to be pretty sure that your investments are really going to increase your bottom line.
So now we have a ubiquitous presence of digital OOH units in most global markets from street signage to airport advertising and from shopping malls to sports arenas and other destination based venues.
Of course, not all OOH is digital and the traditional static sites which still exist in large numbers (and will continue to exist) attract continued revenue from advertisers alongside, or in isolation from digital.
Full article here
UK: Brexit Would Force JCDecaux to Rethink U.K. Commitment
JCDecaux would reconsider its investment in the U.K. if voters there decide to leave the European Union, Chairman and co-Chief Executive Officer Jean-Francois Decaux said.
Uncertainty ahead of the June 23 referendum is reflected in advertising demand, Decaux said Friday in an interview with Bloomberg Television from a conference in St. Petersburg.
April was soft for TV and billboard advertising, he said, citing housing and car sales, while May was better.
“There is no doubt there will be a slowdown in consumption” if Britain votes to leave, Decaux said. “It has already started. We can feel the uncertainty in the advertising demand.”
A vote to leave could also pave the way for a breakup of the U.K., given Scottish voters’ preference for staying in the EU, said Decaux, a longtime London resident.
He said JCDecaux, based in Neuilly-Sur-Seine, France, has made London a focal point of its digital investments, including digital billboards. “We can see our customers being very cautious about future investments and that will impact our industry as well,” Decaux said.
Watch the interview here
UK: Storm launches two new digital OOH sites in Manchester
Clear Channel's premium out-of-home digital brand, Storm, has unveiled its latest sites in Greater Manchester: Mancunian Tower and Trinity Way.
Mancunian Tower, situated on the A57 in southeast Manchester, targets heavy traffic flow in both directions on one of the main arterial routes in and out of the city. The site has been recently converted into a state-of-the-art digital screen and features an asymmetrical tower design, as well as bespoke customisable lighting.
Trinity Way, the first Storm site in Salford, is located in close proximity to museums and universities, as well as the Old Trafford football ground.
The site features a geometric design, bespoke lighting opportunities and a customisable nameplate. The introduction of new sites in Greater Manchester follows Storm's nationwide expansion, which includes sites in Birmingham, Liverpool and Leeds.
Source and photos here
France: DOOH emoji campaign captures Cannes vibe
A Twitter-enabled DOOH campaign with the hashtag #CannesScan provided by Grand Visual and Clear Channel Outdoor will debut this week at the Cannes Lions Festival of Creativity in France, according to a press release from Clear Channel Outdoor.
The company has partnered with Grand Visual to create the campaign for the advertising festival. #CannesScan is a live Twitter poll of the emojis being used in reference to all things #CannesLions during the event, which will be held June 18-25.
The trending emoji will be published each day on Le Grand Screen, a 16-meter-long digital billboard above The Grand Hotel, the release said. "#CannesScan is here to help the Cannes crowd garner the mood on the street.
It's on-trend and particularly relevant to the advertising community given the success of Domino's emoji campaign here last year, which took home the Cannes Titanium Grand Prix.
It demonstrates the huge potential of combining OOH with social media platforms for connecting with people on their own terms, in a way that is relevant, accessible and potentially humorous," said Chris Pelekanou, commercial director at Clear Channel UK.
Full article here
France: 2016 Outdoor Lions winners revealed at the Cannes Lions International Festival of Creativity
CANNES 2016: The winners of the prestigious Outdoor Lions Awards - sponsored for the seventh consecutive year by Clear Channel Outdoor – have been announced at the Cannes Lions International Festival of Creativity. Outdoor was the most popular category at this year’s Lions, attracting 5,367 entries.
The Grand Prix winner was Colenson BBDO Auckland for the Heineken New Zealand campaign, ‘Brewtroleum’. Other big winners who scooped Gold Lions for their work in the Outdoor Lions category include:
Memac Ogilvy, Dubai, for Ikea ‘Special Offers’; TBWA\Chiat\Day New York\TBWA London for Airbnb’s ‘Travel Service’; WING New York for Jorge Castaneda’s #IMPROUDTOBEMEXICAN; Monday Bangkok for Dutch Mill Co’s ‘Arabus 3 in 1 Coffee; ALMAPBBDO São Paulo for Getty Images’; Saatchi&Saatchi Singapore for Thai Health Promotion Foundation’s ’Public Service‘; Y&R NZ Auckland for Jaguar Land Rover New Zealand’s ‘Jaguar F-Type’; McCann London for Microsoft XBOX’s ‘Survival Billboard’; Leo Burnett Chicago for Art Institute of Chicago’s ‘Van Gogh ‘Bedrooms’ Exhibit; Marcel Paris for Intermarché’s ‘Sugar Detox’; J Walter Thompson Amsterdam for ING’s ‘The Next Rembrandt’; Del Campo Saatchi & Saatchi Buenos Aires for AB Inbev’s ‘Andes Beer – The Fairest Night of All’; Fred & Faris Paris for Prodiss’ ‘Ma Place est dans la salle’; DDB Group Germany Berlin for Ikea Austria’s ‘Delivery Service’; and Ogilvy Germany Frankfurt for Amnesty International.
Commenting on the winners, William Eccleshare, Chairman and CEO, Clear Channel International, said: “Another record-breaking year for entries to the Outdoor Lions category, reflecting the fact that Outdoor is growing faster than any other traditional medium around the world and has never been a more relevant part of the media mix. I have been particularly impressed with the increased number of smart and creative digital out-of-home campaigns entered this year – such as Jung von Matt/Limat’s ‘The Great Escape’ for Graubuenden Ferien - which I think demonstrates how agencies are harnessing the power of digital OOH to engage audiences in new and more innovative ways.”
Click here the full list of Outdoor Lions winners
UK: The Drum Creative Out Of Home Awards
The FEPE Sponsored Drum Creative Out Of Home Awards are now open internationally.
Championing and celebrating the best out of home campaigns from around the world.
Deadline: 26th August 2016
Rewarding Excellence in international Out of Home Advertising
Out of home continues to be one of the most effective forms of advertising. It is undoubtedly the most visual of all mediums, offering instant stand out and kudos for brands and despite the increase of online opportunities, it has continued to deliver impressive results. In this digital age out of home all too often gets over looked by an industry that is becoming increasingly digital and social media-centric.
However it remains the single medium that we all interact with in every aspect of our daily lives. And with the rise of ad-blocking, will it be It’s everywhere we go. We see it; we hear it and now we can even smell it.
Find out how to enter here
UK: Owner of Exterion Media mulls £1bn stock-market float
Platinum Equity, the private-equity owner of Exterion Media, is considering a stock-market flotation for the out-of-home media company in a move that could pave the way for long-awaited consolidation in the sector.
Industry sources claim bankers have also sounded out other private-equity companies about buying Exterion, but it is thought Platinum favours a float that could value the outdoor company at up to £1bn. A source familiar with Platinum maintained it has no current plans to change its ownership of Exterion and claimed banks are pushing the talk of a deal. It is thought that Platinum is waiting until after the European Union referendum on 23 June before making a decision.
Platinum is said to be keen to capitalise on Exterion’s value after it won Transport for London’s eight-year, £2bn ad sales tender, the world’s most valuable outdoor contract, in March. Exterion has fuelled speculation by pushing hard to meet ambitious sales targets in the first half of the year and has made more than half-a-dozen redundancies in London in recent weeks.
Platinum paid $225m (£150m) for Exterion, then called CBS Outdoor, in 2013 and could be sitting on a significant profit. Floating Exterion on the stock market would suggest the company wants to raise funds to drive acquisitions. Campaign reported in March that Platinum was considering a move for debt-laden rival Clear Channel to create a serious competitor to the global number one, JCDecaux.
Platinum and Exterion declined to comment.
USA: Out-Of-Home Advertising Growing For Next 5 Years
According to a new study and report from Borrell, Out-of-Home advertising is the only advertising medium unaffected by the Internet.
At $7.5 billion it is half the size of radio advertising and one-third the size of newspapers. Except for a slight dip in 2014, it’s the only ad medium outside of the Internet that’s shown consistent growth since 2008 and the only one expected to show year-to-year growth over the next five years.
Growth is also being sustained by broader creativity and interactive capabilities, says the report. An industry once dominated by flat posters is now vibrant with signage that emits sound, scent, and video, or billboards that can “read” the grille of a passing Ford Fusion and deliver a message. While “digital” can mean disruption for print and broadcast media, it has a very different connotation in the outdoor world.
The digitization of signage has allowed a single billboard to go from delivering one poster-type advertisement per month to offering 10 per minute in vibrant, eye catching brilliance.
Full article here
USA: Peter J. Solomon Company and NATIXIS Complete Transaction
Combined global M&A and financing platform will provide PJSC clients with capital markets capabilities and a worldwide advisory presence
Peter J. Solomon to continue as Chairman; Laurent Mignon to become Lead Director of the Board
Marc S. Cooper to become Chief Executive Officer; Kenneth D. Baronoff to become Chief Operating Officer
Leading investment banking advisory firm Peter J. Solomon Company (PJSC) recently announced the completion of its combination with French financial services firm, Natixis. Under the terms of the agreement first announced in February, Natixis has acquired a majority 51% stake in PJSC to establish a combined global M&A and financing platform. PJSC Founder and Chairman, Peter J. Solomon will continue in his role as Chairman; Natixis Chief Executive Officer, Laurent Mignon will be the Lead Director of the Board. Former PJSC Vice Chairman Marc S. Cooper has been elevated to Chief Executive Officer; Kenneth D. Baronoff will serve as Chief Operating Officer of an expanded PJSC. Current PJSC partners will continue to operate as an entrepreneurial firm. PJSC will retain its name and remain headquartered in New York.
Full article here
Canada: New Research Highlights Acceptance and Effectiveness of DOOH
Over 7 in 10 shoppers in major cities agree that digital signs are an effective way to communicate with them.
The study found that four in ten shoppers are also interested in interacting with digital ads to obtain information or promo offers on products and or services.
The study commissioned by OMAC (Out-of-Home Marketing Association of Canada) also found that the recall of DOOH ads is high, particularly in major cities where over one-half recall ads on a weekly basis.
“DOOH is seen as an effective way to communicate timely and relevant information to Canadians making it the ideal medium for public safety messages and to promote consumer products and services,” commented Rosanne Caron President, OMAC.
For further information on the study please click here
USA: Digital to grow to 45% of adspend as linear TV declines
Digital adspend is forecast to exceed $6.3 billion this year, which is about 45% of all advertising investment, a new forecast by Magna Global has found.
The Magna Global report shows the fastest growing areas will be video (up 30%) and social (up 34.6%), while investment in search is expected to grow a 12.9%.
By 2020, digital adspend will rise to $9.5 billion, about 58% of all media spend. Of this, two-thirds will be on mobile devices.
The report also predicts a bright future for outdoor advertising. Adspend is forecast to grow 11.5% this year, being driven by the digitisation of OOH assets. Digital OOH panels ad spend growing 45%.
Full article here
Canada: Fairfax Financial acquires majority stake in Rouge Media
Rouge Media Group, a leading North American out-of-home ("OOH") media company, announced today its partnership with Fairfax Financial ("Fairfax") of Toronto.
The investment made by Fairfax, which now owns a majority stake in Rouge Media, will allow the company to grow its current and future activities in the US and Canada through expansion within its current platforms as well as through strategic acquisitions.
Martin Poitras, President and CEO of Rouge Media, along with the current management team, will continue to manage the strategic direction and daily operation of the company.
Full story here
Australia: Billboard industry is a real GOA with client’s message delivered within minutes
When Chris Tyquin’s family got into the billboard business more than 50 years ago, their tools of the trade were paint, paper and a ladder.
Now the chief executive of Brisbane outdoor advertising company goa has software engineers, social media and multi-million dollar digital screens to deliver a client’s message within minutes of the client requesting it.
“Outdoor advertising is the world’s oldest media but now it also is the fastest,” said Mr Tyquin. “When I started in the business in the 1980s, we were still hand painting signs, with a brush and a ladder. Now we have digital signs controlled by a centralised control room in our office.”
Mr Tyquin’s father Mike founded goa, or General Outdoor Advertising, in 1983, after earlier working in the billboard industry with other companies. Before that his grandfather had worked for Claude Neon, one of the earliest creators of electric signs.
Full interview here
Australia: APN News & Media New Zealand demerger approved by shareholders
APN News & Media shareholders have voted overwhelmingly in favour of splitting off the company's New Zealand business. Almost all – 99.87 per cent – of the media group's shareholders voted in favour of demerging NZME, which will list separately on the New Zealand Stock Exchange.
"Right from the outset we set out what the strategy was, the justification for it, the pros for the demerged NZME and an APN business here in Australia that is focused on radio and outdoor," APN chief executive Ciaran Davis told Fairfax Media following the vote.
Full article here
South Africa: What Primedia Outdoor got from FEPE
By Terry Murphy
The OOH industry is in the midst of a sea-change - that much was apparent at this year's FEPE conference in Barcelona. New ideas abound, but it will take a while before these settle into any kind of coherent whole. Here are four insights that Primedia Outdoor took away from the conference:
1. Making the most of the “Power of the Public Promise”
Matthew Dearden, the newly announced president of FEPE International, summed up one of OOH’s strongest selling points as “the Power of the Public Promise”. Putting a brand up on a billboard is a bit like proclaiming your wedding vows in front of friends and family: in putting your message up in a public forum for all to see, you are making a “public promise”, and investing your brand with credibility and weight.
This is arguably OOH’s superpower. To make the most of this platform, good OOH campaigns need to deliver three things: first, excitement, an appeal to the heart. This is delivered by inspired creative, and as James Murphy, CEO of UK creative agency adam&eve DDB noted, because OOH is so reductive, it can be an extremely challenging format.
Full article here
South Korea: Digital signage industry to create 70,000 jobs by 2020
South Korea's digital signage industry could create 70,000 jobs and generate 10.1 trillion won (US$8.6 billion) in production by 2020, a local think tank said Monday.
The Korea Economic Research Institute made the prediction in a report on the smart advertising industry. Digital signage refers to display devices that show advertisements and information in public or commercial areas through networks. Last year, South Korea accounted for 19 percent of the global digital signage market.
The South Korean government said last year that it will spend 78.9 billion won on nurturing the digital signage industry in line with its efforts to foster new growth engines.
Kim Young-shin, a research fellow at the Korea Economic Research Institute, called for cutting red tape in the smart advertising industry, citing rapid progress in the industry, including digital signage, in line with technological progress in information and communications technology.
Kim also asked the government to quickly designate areas where outdoor advertising panels can be freely set up. The government is set to designate the areas by the end of this year and allow people to set up outdoor advertising panels, beginning next year.