FEPE Out of Home News 26th November 2015

FEPE Out of Home News 26th November 2015

 

EUROPE NEWS

Germany: Ströer selects Prismaflex for its digital communication solutions

Early in November Prismaflex installed 6 Prismatronic LED displays in the streets of Wuppertal, Germany, for the Ströer group.

Digitalisation is underway throughout Germany

A pilot project for the Ströer group: the first LED screens were installed in Wuppertal, with many more to follow in major German cities in the coming months: Cologne and Hamburg.

Premium technology

The 16:10 Prismatronic 11m² displays have been produced using the very latest in LED technology. The screens were manufactured by PrismaChina, the group’s new China-based production site then integrated and controlled in France. They incorporate our exclusive BBM software for enhanced monitoring solutions and improved operations management.

Greater proximity communication

The dynamic displays were set up on strategic high-traffic sites to maximise impact and visibility. Display content switches between advertising, editorial content and local news bulletins (upcoming events), weather forecasts… all created in collaboration with the communication services of the town.

Why Prismaflex?

Prismaflex International already has a strong footing on the German market via its subsidiary Distec and has a number of years’ experience of producing LED advertising solutions and provides innovative DOOH product ranges combining outstanding quality and compliance with all major international standards and requirements including EMC (electromagnetic compatibility) – just some of the reasons for choosing Prismaflex and Prismatronic.

Scotland: ‘The Magnificent Seven’

Forrest is the first OOH Media Owner in the UK to deliver a geographically robust full giant digital offering encompassing an entire city.

With cover of 418,776 and 45.19% reach of the Greater Glasgow population, no other media (with the exception of TV) can deliver such tremendous audiences to an advertiser.

Glasgow is the UK’s third largest city* and the Forrest Glasgow CityScreen Network offers Digital Out of Home advertisers a tremendous opportunity to target the 1.2 million Glaswegian population, offering unavoidable impact at every major entry point into the City.

Available from the start of 2016, the 7 screens cover the main Northern, Eastern (Jan 2016*), Southern and Western approaches to the city, in conjunction with Forrest’s flagship Central screen on Union Street and the addition of brand new screens at the Quay Leisure Complex and the Glasgow Gateway on the Clyde Expressway (the cities’ busiest artery in and out of town).

The seven screen network guarantees exceptional impact and prestige for any advertiser.

The screens - all 44 sq.m or more in size (a 48 sheet is only 18sq m) - deliver exceptional D3 L.E.D. premium resolution and have been specifically developed in high traffic stand-alone locations. 50% of the screens offer full motion capability.

Statistics:

Reach: 45.19 %

Cover: 418776

Impacts: 1887353

Number of Frames:7 *

*Male and Female *All social classes and ages

Sources;

*https://en.wikipedia.org/wiki/Glasgow

*http://worldpopulationreview.com/countries/scotland-population/

UK: London Blackfriars goes digital

JCDecaux continues its digital rail expansion with the unveiling of ten state-of-the-art digital 6-sheet screens at London Blackfriars. Having commenced the management of this key station earlier this year, this network is the start of JCDecaux’s planned digital development across the Govia Thameslink Railway portfolio.

The new screens will provide advertisers with a premium digital presence in key locations throughout the station on both the North and South sides of the River Thames. The screens will enhance the passenger experience as they enable advertisers to reach highly-affluent and connected audiences with dynamic digital content.

Spencer Berwin, Managing Director – Sales, JCDecaux, said:

“2015 has been an exciting year for JCDecaux as we continue to invest heavily in building digital scale in out of home. The launch of these premium quality digital screens in one of the city’s newly redeveloped stations is a fantastic addition to our portfolio and to our vision for the Outdoor landscape in London.”

Chris Collins, Director – Rail, JCDecaux, said:

“We are delighted to have begun our roll out of ‘must have’ media locations at London Blackfriars - a major commuter and tourist hub in the finance capital of the UK. Key to JCDecaux’s Rail proposition is the decluttering and rationalising of stations to benefit the commuter experience and deliver premium Outdoor advertising opportunities to clients. We look forward to continuing our digital investment in UK rail stations as our Rail portfolio continues to grow.”

London Blackfriars has seen a 20% increase in weekly visitors (Route) since 2010 and is an essential commuter link to the financial hub of the UK, reflected in the station audience profile.

On average, commuters travelling through London Blackfriars will have a +57% higher salary than the average adult and be 6 times more likely to work in the financial sector (Connected Commuter Rail 2015). It is the only London rail station to have platforms which span the width of the River Thames, effortlessly linking passengers and commuters to both the North and South of the city.

UK: Outdoor Plus broadcasts live Twitter vote on the audience’s favourite BBC drama and comedy characters

BBC Worldwide has contracted Outdoor Plus to enable an interactive, real-time vote to mark the launch of BBC Store, the new digital service that makes it really easy for audiences to buy and keep and enjoy their favourite BBC programmes.

The campaign goes live on 23 November. The innovative campaign encourages people to vote, using Twitter hashtags, for their favourite BBC characters. The characters will be pitted against each other, with romantic heroes Poldark and Darcy going head to head, and comedy personalities David Brent pitted against Alan Partridge. Outdoor Plus screens will display, in real-time, which characters are winning the Twitter vote.

The digital screens will track and reveal the running scores at sites across London including the City of London Gateway and Vauxhall Cross, encouraging Londoners to take part in the public vote.

Grant Branfoot, sales director at Outdoor Plus, said:

“We’re thrilled to be working with the BBC to host this exciting campaign, celebrating some of the BBC’s best-loved characters. Using digital screens in high footfall areas as a means of generating public conversation demonstrates the capabilities of DOOH beyond traditional advertising.”

Simi Murthy, Head of Brand Marketing on BBC Store said:

“Social is a key channel for BBC Store allowing us to have a real-time conversation with our audience. It’s great to work with Outdoor Plus who understand consumers’ changing behaviours and are hungry to do more exciting and innovative things with digital media.”

Ireland: Calls to scrap outdoor ads for alcohol as a third of secondary school children went binge drinking in the past month

A third of secondary school children have engaged in binge drinking in the past month, including almost a quarter of teens aged 13 to 15. A new study on youth drinking and the impact of marketing on their alcohol habits also found almost three-quarters of the 686 teenagers surveyed said they intended to drink when they reach 18.

Nine out of 10 children are being exposed to alcohol advertising weekly and half of all children see four or more advertisements for alcohol every day.

The findings have led to a call for outdoor alcohol advertising to be scrapped and for new rules to come in to play regarding online and broadcast marketing.

Researchers from the Health Promotion Research Centre at NUI Galway found 77% of children surveyed said they had been exposed to alcohol marketing online and most had been specifically invited to engage with alcohol marketeers on social media, with 35% saying they had been invited to ‘like’ an alcohol brand.

In a foreword, entitled ‘Alcohol Marketing and Young People’s Drinking Behaviour in Ireland’, Patrick Kenny of the School of Marketing at Dublin Institute of Technology said the figures were alarming and indicated existing regulatory codes aimed at preventing the targeting of young people “are not protecting children from exposure to alcohol marketing”.

Dr Kenny said several alcohol brands had directed “significant marketing spend into the digital sphere” and that “digital marketing operates largely ‘under the radar’ of policy- makers as they do not form part of the target audience, thus making digital marketing significantly harder to monitor or regulate”.

The report, commissioned by Alcohol Action Ireland, uses data collected from 686 secondary school children aged 13 to 17, from 16 different schools

Source

UK: Brands should spend 45% of outdoor budget on digital, recommends OOH study

The optimal amount of digital outdoor spend is about 45 per cent of an advertiser's total out-of-home budget, an effectiveness study of the sector has concluded.

The research by BrandScience, the Omnicom econometrics and data science business, analysed over 211 OOH ad campaigns between 2011-2015 and was commissioned by Talon, the independent outdoor media specialist.

It found that, when the costs of digital and traditional OOH are taken into account, the optimal proportion of DOOH is about 45 per cent. Above this level, returns are diminishing, the study said.

The report also makes recommendations for different groups of advertisers on how to maximize return on investment when combining digital and traditional OOH as part of a wider media mix.

For instance, grocery retailers’ optimal OOH investment is about £7 million, which yields about 70 per cent in incremental value.

The report also recommends that, for sales effect alone, grocery retailers should use OOH as the lead medium for spends of under £25 million a year.

Meanwhile, for travel companies, the optimal OOH investment is about £2.7 million, which yields about 15 per cent in incremental value.

The report also said OOH improves the rate of return on invesment for all other media used in an ad campaign, except for print.

Sally Dickerson, the global chief executive at BrandScience, said: "We can clearly measure out-of-home effectively and we have proved that a slightly increased OOH spend – in many cases – delivers higher ROI."

BrandScience and Omnicom now plan to use data from the study to recommend budget levels for all media channels.

Nick Mawditt, the director of insight and marketing at Talon, said:

"This is a great example of the industry coming together to look objectively at how out-of-home works for brands. "Not only have we a clearer idea of how it works, we know that DOOH works hard in driving the right message in the right context to complement classic OOH messaging – the first real insight of its kind."

Source

UK: From Paper & Paste to Data & Digital

Even offline, ad tech is leaving its mark. Shaun Gregory, chief executive officer, Exterion Media, (pictured) gives insight into how ad tech is transforming the OOH space.

How has digital impacted demand for ‘paper and paste’ OOH campaigns over the last decade?

OOH is one of the oldest forms of advertising and has gone through many incarnations, from posters using lithography to roadside billboards and digital screens. All of these platforms work hand-in-hand to support each other and contribute to the success and growth of the industry, which is increasing in prominence as a media channel. OOH advertising spend is forecast to increase by +3.4% in 2015 and +4.3% in 2016; and in Western Europe it has been revised upwards from +2.9% to +3.9% after a strong Q1 in 2015.

Digital screens now contribute 27% of total UK OOH revenue – second only to China. What is driving growth in these two markets?

With the realisation of its potential, digital is driving OOH growth worldwide, supported by data and greater connectivity. We launched our first DOOH screens back in 2005. Since then, advances in both digital displays and back-end technology have enabled brands to tell dynamic stories. Now, we’re seeing a wealth of innovative digital campaigns that showcase the advanced use of data and technology by advertisers and media owners in the UK.

Which brands do you think do digital OOH well? What is exceptional about these campaigns?

I think a great example of a brand doing digital very well is last year’s British Airways #lookup campaign. The campaign featured digital billboards around London that encouraged passers-by to look up and spot aircraft flying overhead, then a message on the board pointed out the flight’s city of origin.

The campaign involved mounting an antennae on the roof of a building near each board. The antennae picked up data from the transponders of British Airways aircrafts within 200 kilometres and fed that information into to an application that identified the flights. The application then sent the information to a server that displayed the messages about the plane’s destination or place of origin. Campaigns of this level of innovation were unthinkable even five years ago.

What innovations can we expect in digital OOH over the next 12 to 18 months?

How will data contribute to these innovations? Mobile data is one of the OOH industry’s biggest game-changers. Brands are looking for the most effective ways to reach audiences, and as the OOH space becomes more digitised it compliments mobile, connecting consumers to brands wherever they are. Urban populations are increasing and the smartphone boom means citizens are mobile-enabled to engage with OOH. Look at the iPhone, it’s not yet 10 years old, but has become an indispensable piece of tech for consumers.

Mobile devices are always with us, and are becoming the bridge between a range of physical assets and online with technologies like QR codes, NFC, and beacons. Increasing amounts of data, combined with new technology, means that OOH is innovating rapidly. We can now provide truly bespoke experiences for consumers through the use of unique content, interactivity and truly personalised experiences.

Source

AMERICAS NEWS

USA: Out of Home Advertising Up 4.3% in Q3 2015

Out of home (OOH) advertising revenue rose 4.3 percent in the third quarter of 2015 compared to the previous year, accounting for $1.71 billion, based on figures released by the Outdoor Advertising Association of America (OAAA). The revenue increase marks the industry’s 22nd consecutive quarter of growth, and continues to buck the trend of traditional media. According to Kantar Media, total ad spend in the US was down nearly 4 percent for the quarter.

“OOH continues to demonstrate strong growth with seven of the top 10 product categories posting increases through the first nine months of this year," said OAAA President & CEO Nancy Fletcher." OOH’s third quarter growth almost tripled the GDP increase of 1.5 percent.”

The seven revenue growth categories included Miscellaneous Services and Amusements; Retail; Media & Advertising; Financial; Government, Politics & Organizations; Communications; and Automotive Dealers and Services.

Ranked in order of OOH spending, the top 10 advertisers in the third quarter were McDonalds, Apple, Verizon, Warner Bros Pictures, Metro PCS, Coca Cola, Geico, Universal Pictures, Chase, and Fox.

Among the top 25 OOH advertisers, those with increases greater than the OOH quarterly growth of 4.3 percent included: Apple, CBS, Coca Cola, Fox, HBO, Lyft, MillerCoors, Sony Pictures Warner Bros. Pictures, Sprint, T Mobile, Universal Pictures, and Yahoo. “OOH has a unique ability to amplify mobile and online marketing efforts, which is critical in today’s digital world,” said Stephen Freitas, OAAA chief marketing officer.

“The reach capacity of OOH is stronger than ever because it’s not a content-based medium and susceptible to the audience fragmentation facing other traditional media.”

OAAA issues full industry pro forma revenue estimates that include, but are not limited to, Miller Kaplan and Kantar Media (which is not adjusted to reflect changes in data sources), and member company affidavits. Revenue estimates include digital and static billboard, street furniture, transit, alternative, and cinema advertising.

Source

USA: Behind OOH's strong third quarter

Out of home ad spending appears to be immune to many of the problems dogging other traditional media of late. While newspapers, magazines, radio and even now television are struggling to hold on to advertising dollars, OOH revenue is going up.

That continued in third quarter, when ad spending increased by 4.3 percent over last year, according to the Outdoor Advertising Association of America. Spending hit $1.71 billion, and it marked the medium’s 22nd straight quarter of growth. By contrast, Kantar Media estimates overall ad spending was down by about 4 percent in third quarter. There are three main reasons for OOH’s continued health compared to other traditional media.

The first, and most notable, is that unlike print and broadcast, OOH is not seeing advertisers flee to digital. Standard Media Index, which tracks ad spending on the part of 80 percent of U.S. agencies, notes that the impact of digital on OOH has been minimal. Most advertisers are not shifting budgets out of OOH to the web. Instead, they’re taking that money from other traditional media. According to SMI data for October, the first month of fourth quarter, OOH barely saw any shift in its budget in the top six ad categories compared to last year, whereas radio, for instance, saw a decline in nearly every category. And newspapers were off 11 percent in retail alone.

Another key to OOH’s continued growth has been its ability to integrate neatly with the hottest thing in advertising, mobile. Advertisers can add mobile components to their campaigns easily through Bluetooth or QR codes. That’s just not possible with other media.

Finally, top ad categories increased their OOH spending in third quarter. Retail, the No. 2 category, was up 10 percent, to $16.4 million, the biggest growth for any top-10 category. The No. 1 (miscellaneous services and amusements) and No. 3 (media and advertising) categories were also both up at least 7 percent from last year.

Full article here

USA: OBIE Awards call for entries 2016

OAAA is calling all creative types, it's time to enter the 2016 OBIE Awards. The award that honors creative excellence in the OOH industry. It's time to separate yourself from the ordinary. It's time to place that obelisk on the shelf behind you where it belongs. It's time to swim with the big fish.

The deadline is December 15, 2015.

Eligibility for the 2015 OBIE Awards competition requires that paid advertising was displayed on an out of home advertising display at some point during the 2015 calendar year (January 1 through December 31). Identical advertisements displayed during the 2015 calendar year, but entered in any previous OBIE Awards competition, are ineligible.

For an advertisement to qualify for an OBIE Award, the advertiser (or its agency) will have made payment for the unit space directly to an out of home media company owning or operating the structure, the only exception being public service advertisements. Illegal installations or entries that do not comply with standard entry guidelines may be declared ineligible.

Please contact OAAA at 202-833-5566 or info@oaaa.org for more information.

Canada: The power of OOH advertising's effect on social!

I worked at Clear Channel Outdoor for two years running marketing, and the whole time we’d execute campaigns knowing that the un-skippable nature of Out of Home (OOH) generated word of mouth (ie: social) effectively. And in some huge campaigns we did in concert with iHeart Radio we saw some huge activity in the social channels (Lady Gaga comes to mind!).

We also saw OOH as an extension of Social and no one’s done that better than Coca Cola with #shareacoke. But who knew it would take leaving Clear Channel to work at Sysomos to bring it all together. Clear Channel put up a unit in Toronto…a single unit and it generated amazing buzz!

This single billboard with barely any real information (although many Torontoians clearly knew it was Drake related) went viral almost instantly. People from the city of Toronto started sharing pictures of the billboard across Twitter, Instagram and other social channels, with the wonder of what it could possibly mean.

As social channels started to buzz about the unit, mainstream media started to pick up on it as well and the mysterious billboard was suddenly being talked about on sites like Time and Spin.

What kind of impact did this single ad unit have on social? Using Sysomos, Clear Channel Canada was able to determine that between November 4th (the day it went up) and November 9th, the billboard generated almost 9,000 social media mentions. 8,398 were people talking about it on Twitter alone.

Full article here

AFRICA NEWS

South Africa: Convergence is the buzzword

The OOH media in South Africa and the world at large is incredibly broad and filled with complexities. While it represents a multitude of communication touch-points of various sizes, formats and opportunities for consumers to engage with brands, the perception still exists that it’s tainted or has a dubious reputation.

Often referred to as an industry managed by “cowboys” in which there is little regard for the natural environment, the biggest challenge still remains around the low levels of measurability and lack of effective ROI metrics for clients’ investments.

A major concern for the OOH industry is that there’s hardly any reporting (only about five media owners report their figures to Adex) on the actual size and financial value of the industry. This is further complicated by the fact that digital is not separated in the numbers reported by the few media owners that do actually report. The challenge is that the industry will never be able to justify higher allocation of media budgets until this is rectified.

The medium does however, represent enormous opportunities for brands to connect with consumers as it encompasses almost anything that is not considered ATL media (TV, print or radio).

When considering the impact of technology on people’s lives, the ubiquitous nature of the mobile handset and the ability to collect and interpret data on consumer behaviour and therefore shape brand experience journeys, the true benefit and value of this always-on medium in the broader media eco-system becomes self evident.

Interconnectedness of media channels

Convergence is at play in the current OOH landscape and digital OOH (DOOH) is surely the potential big winner. As the points of engagement and transaction meet, the days of a linear relationship between consumers and the media channels that they consume are long gone. As such, consumers are continuously being influenced by the complex interdependencies of bought, owned, earned and now shared media channels.

The understanding that everything interconnects with everything else demands that the world of OOH media approaches brands from a different point, so enabling us to develop communications solutions that are built around the fluidity between time, place and platform.

Full article here

AUSTRALIA NEWS

Australia: The OMA brings regulators and industry together to talk ‘big cities’

Last week the Outdoor Media Association (OMA) ran an industry-led urban design workshop, ‘Is Good Urban Design in the Eye of the Beholder?’ aimed at giving local governments across NSW the chance to describe their vision for their cities and help the Outdoor industry see where Out-of-Home (OOH) fits into this vision.

Held at the Australian National Maritime Museum Sydney, the event was opened and moderated by Dr Tim Williams, Chief Executive Officer of the Committee for Sydney and included speakers:

• Tim Horton ¬– Registrar of the NSW Architects Registration Board (keynote)

• Charmaine Moldrich – CEO, Outdoor Media Association

• Sue Weatherley – Director Strategic Outcomes & Development, Parramatta City Council

• Toni Averay – Director Planning & Growth, Liverpool City Council

• Catherine McMahon – Manager Strategic Planning, City of Botany Bay Council

• Jesse McNicoll – Urban Design Coordinator, City of Sydney.

“As we all know, cities are becoming more important than ever. We held this workshop so that we could get a better understanding of each other’s perspectives and use that knowledge to create better outcomes for the future that benefit us all” said Charmaine Moldrich, CEO of the OMA.

The speakers put forward their views on what constitutes good urban design and how their city is planning for the future. This led to a conversation that found common ground in many areas and it was agreed that OOH advertising could offer an array of smart solutions needed by governments, including:

• Providing utility for people out and about, like information on weather, time, transport timetable updates, traffic updates, alerts and warnings. • Protection against the elements, especially heat, in bus shelters and generally in making public transport more appealing and safer.

• WiFi hotspots, USB ports for charging devices.

• Interactive technology that helps people enjoy, experience and navigate their city.

Increasingly OOH provides infrastructure with in-built technology and there was a general consensus that this technology can provide innovative benefits to help make cities more accessible to more people. The forum also highlighted how each city is facing its own set of unique challenges with differing focuses and priorities – from maintaining the character and heritage of Sydney’s current CBD, to building the second one (Parramatta).

All speakers were concerned with the challenges that lay ahead in planning for a doubling of Sydney’s population in the next few decades. They also shared an understanding that business can, and will, play a part in meeting these challenges. If Australia is to become a future knowledge-based economy, we all need to build cities and places that will attract people to work and live in.

The first industry urban design workshop began a journey where industry and government met to share information in order to build more productive partnerships. This is good news as cities are, by their very nature, shaped by a combination of public-private interests.

In her closing remarks Charmaine Moldrich echoed the sentiments of Prime Minister Malcolm Turnbull when she said “I believe that the future won’t belong to the left or the right of politics. It will belong to us, it is only if we work together to transcend ideology can we be assured of a future where the big issues are tackled and solved.”

Australia: goa launches world first platform ‘goa Fame’ in Brisbane

Australian digital out-of-home pioneers, goa, are this month announcing a world first product launch. This platform - goa Fame - is the latest of their digital innovations to be brought to market in Brisbane.

goa Fame allows the general public to buy a billboard to help make friends and family famous. In just four easy steps anyone can purchase a screen for a day to:
  • Celebrate a friend’s birthday
  • Mark an anniversary
  • Propose to a partner
  • Or create their own announcement

Customers can create their own artwork, book and pay all within the platform, giving a ‘big’ surprise a whole new meaning.

goa’s National Sales and Marketing Manager, Meg McGinty has said that “We’re thinking outside of the ‘billboard box’ with goa Fame”.

“goa constantly challenges its creative strategies and I think you can see how this helps us to foster far greater engagement with our audiences. While many marketers are working away at their content strategies online, we’re bringing a content strategy to a media where it’s never lived before”.

“This is just the first step in keeping our audiences looking up and wanting more. We’re very much focused on converting passers-by into active followers in 2016 – something that will add immeasurable value to our media clients”.

goa was the first to launch a large format digital out-of-home network in Australia – THE goa GRID - and exclusively offers advertisers access to a range of capabilities across these screens. These capabilities include unlimited creative changes, free creative uploads, a broadcast reach of up to 375,000 impacts daily and access to live camera monitoring.

goa also offers digital clients access to their goa connect platform, which enables the broadcast of dynamic content in real time. This includes live photos and text, as well as social content from Instagram and Twitter.

In addition to these capabilities, the goa Fame platform will become part of the brand’s permanent product offering.

To view locations and availability, head to www.goafame.com.au.