FEPE Out of Home News 28th May 2015

FEPE Out of Home News 28th May 2015


FEPE NEWS: FEPE Announces sponsorhip deal with Daktronics

FEPE is delighted to announce that Daktronics have agreed a 3 year deal to become a FEPE platinum sponsor, Joining current platinum sponsors, Prismaflex and Kinetic Worldwide.

Pete Egart, Vice President of International Business – EMEA said

“At Daktronics, we believe in FEPE’s mission to promote the global outdoor advertising industry and we are especially pleased to show our support with this sponsorship. The Out-of-Home industry will benefit from the execution of FEPE’s mission and we are excited to be a part of this growing industry around the globe.”

FEPE International President, Mr Antonio Vincenti said;

"We are particularly pleased to announce Daktronic’s sponsorship of FEPE, coming just one week after the announcement of the FEPE partnership with the international media owners consortium to develop the standardised industry approach to audience measurement of DOOH.

We would like to thank Daktronics for their continued support and platinum sponsorship commitment for the next 3 year period."

FEPE NEWS: FEPE also announces sponsorhip deal with Ayuda!

We are also happy to announce that Ayuda have also agreed a 3 year deal to become a FEPE platinum sponsor. 

Andreas Soupliotis, CEO of Ayuda said;

“Ayuda is thrilled to be a platinum sponsor of FEPE International. We have been involved with FEPE and attending the annual FEPE congresses since 2010, and this year we are especially delighted to express our deep support and continued commitment to this fantastic industry gathering of out-of-home leadership, and to work more closely with FEPE on future projects and industry initiatives"

FEPE International President, Mr Antonio Vincenti said;

"We are also very pleased to announce Ayuda’s sponsorship of FEPE International.

Ayuda have been tireless supporters of our organisation and we welcome a closer working relationship with them over the next 3 years."

Both Daktronics and Ayuda will be exhibiting at the FEPE Budapest Congress

FEPE 56th International Congress: Only one week left to book!


A full programme is available to download from the FEPE website along with all the speaker biographies.

(Scroll down the home page to the Congress details)

If you wish to attend and haven't yet booked please get in touch soon. We are close to reaching capacity for our Gala Dinner, so it will literally be a "first come, first served" system from now on.

The 56th FEPE congress, titled "Your Audience is Waiting", will be held between Wednesday June 10th and Friday June 12th at the Intercontinental Hotel, Budapest.

There will be 2 days of presentations and high calibre speakers from across the world, all of whom will be bringing their unique viewpoints on Out of Home and wider media and advertising industry insights. The Thursday night Gala Dinner, in keeping with the FEPE tradition of finding special locations, will be at the Buda Castle, one of Budapest's most iconic buildings, and the Friday night social evening will be at a dinner cruise down the river Danube, taking in all the sights of Budapest for 3 hours.

Delegate fees are unchanged from last year (and several years before) at €1500 for members and €1600 for non members. You can still register by following the link on the FEPE homepage and FEPE members all receive an additional €500 discount, so if you are considering attending with colleagues and are not a member, please get in touch so we can organise the most cost effective package for you.

Germany: Beer brand targets women with gender and age detecting billboard

German beer brand Astra, promoted their beer to women of all drinking ages, with the world’s first female and age detecting billboard which interacted with passersby.

The stunt specifically targeted women of drinking age, engaging them with relevant videos and offering free beer. The software was able to differentiate between their target audience and men or under drinking age women that were observing the billboard, informing them that the advert was not for them.

While this isn’t the first time with have seen billboards that interact with pedestrians before such as the Homeless Puppy Billboard, the clever stunt targets a specific demographic offering specific interactions based on the situation, similar to how shop assistants would interact with customers.

The stunt shows just what the future may hold for advertising.

Watch the video here


UK: Consumers want more from digital posters

Digital technology has revolutionised the outdoor industry - offering consumers the chance to connect and interact in increasingly inventive ways. Brands are taking full advantage and passers-by are often targeted with tailored ad experiences, but is that what consumers really want from digital posters? Research from Kinetic, the world’s largest OOH media specialist, asked a thousand people across various demographics what they expect and want from digital screens.

According to Kinetic Panel’s research, the most coveted information is location specific. Just under half of the respondents cited weather information as the content they wanted most while another 38% required transport updates, this increased to 50% of 55 to 64 year olds. In addition, 29% of respondents said they would like more interactive maps available in public spaces, 32% said they wanted news updates, 30% had a preference for local events and 23% said that digital posters providing battery chargers would be useful.

Full story here

UK: Proxama and Eye Airports bring beacon technology to UK’s busiest airports

Proxama, the international mobile proximity marketing, loyalty and NFC payments company, today announces it will work with Eye Airports, the UK’s Airport Advertising Experts, to initially deploy 200 Bluetooth low-energy beacons across eight UK airports including London Gatwick. Using Proxama’s proximity technology, the network of beacons will be used to deliver timely and targeted beacon notifications to passengers during periods of dwell time.

The partnership demonstrates the growing expansion of the Proxama Network as it continues to provide out-of-home owners such as Eye Airports the opportunity to deliver highly relevant content to consumers in areas of high footfall. Potentially connecting over 100m passengers, advertisers will use this technology to deliver targeted content such as offers and rewards, including offers that can be redeemed while passengers are in the airport. The move enables advertisers to extend their traditional OOH campaigns on to mobile to offer highly effective brand-to-consumer engagement.

Sarah Parkes, managing director, Eye Airports, said: “This commercial partnership with Proxama further underlines our positioning at the forefront of airport advertising technology. Location based marketing offers a direct way of engaging with consumers in high footfall areas, such as UK airports. As the consumer chooses to receive these messages, they feel more involved in the communication process and, most importantly, can specify who they want to receive offers from.”

Jon Worley, CEO of Proxama marketing division, said: “Our proximity marketing division, which focuses on connecting consumers to retailers and brands via mobile proximity marketing using Bluetooth Low Energy (BLE) Beacons and Near Field Communication technology, is pleased to announce its commercial partnership with Eye Airports to deliver location-based offers and promotions via the Proxama Network. Based on our experience we have already seen a 24% click through rate from our beacon deployments, which is higher than traditional forms of mobile marketing and much more targeted than email and geo-fencing.”

Eye Airports will begin deploying 200 beacons across their network of airports. Airports that will see immediate deployments include London Gatwick, Stansted, Bristol, Southampton, Inverness, Newcastle and East Midlands. This will then be extended out to other airports across the UK.


Poland: President signs bill set to tackle advertising mess

President Bronis?aw Komorowski has signed a landscape bill set to redeem public spaces from the unbridled chaos of outdoor advertising.

The draft legislation, signed by the head of state last Friday, aims to crack down on the visual cacophony of commercial messages so far flourishing amid patchy law. The prospective regulations stipulate high fines for the illegal placement of ads, billboards and building wraps alongside swift legal measures taken against offenders.

“We should cater to the aesthetic values and spatial order, which is why I am happy that new legislation is being enforced,” says President Komorowski.

“Many Poles had been anticipating it.” As statistics show, over 70 percent of Poles want to see the happy-go-lucky streak of outdoor advertising come to an end after an over two-decade reign.


UK: Mark Flys of FEPE: why out of home is growing globally

Tim Cartwright of Exterion Media’s recent article showing how digital is driving Out of Home in the UK was an eye-opener in the sense that it shows how digital has moved from moving images to complete immersive experiences, some of which have a spectacular impact on sales.

The UK is arguably the leader in digital OOH and that’s something to be proud of. But OOH is a global industry too and one that’s growing rapidly, almost regardless of digital.

Digital is not an option yet in some of the world’s rapidly emerging OOH markets (although it’s about to be) but that hasn’t held such markets back.

PWC estimates that OOH worldwide is growing by 4.7 per cent a year and expenditure will hit $44bn by 2018. Digital is indeed the fastest growing sector. FEPE figures record annual growth of above 20 per cent in each of the years from 2007 to 2015 and PWC estimates that DOOH will grow by over 16 per cent in established markets and 30 per cent in emerging markets over the next few years. China will become the world’s biggest DOOH market in 2017.

Why, in the online age should this be so?

Advertisers of all shapes and sizes – from the global giants to regional and local players – all need broadcast media audiences at some stage in their development. The likes of Procter & Gamble and Unilever spends billions on it, year in, year out. But broadcast media is no longer the sole prerogative of broadcasters.

Full article here

France: JCDecaux announces the filing of share buyback offer

JCDecaux SA announces in the context of its share buy-back program the filing of simplified tender offer for 12,500,000 JCDecaux shares, representing 5.57% of the share capital (as of April 30, 2015), at a price per share of €40. If the full number of shares subject to the offer are tendered, the total consideration will be €500 million.

As announced, the offer is made for the purpose of optimizing the financial structure of JCDecaux. The offer will primarily be funded from the own resources of the company and in part by drawing on an existing credit facility.

This transaction will:

- offer shareholders who wish to tender their shares, the opportunity to sell a portion of their shares at a price reflecting a premium of 9% to the closing stock price of today, a premium of 21.8% to the closing stock price on March 4, 2015, the day before the announcement of the transaction on March 5, 2015, and a premium of 22.7% to the weighted average trading price for the 1-month period before that date;

- increase the earnings per share and optimize the company’s financial structure without penalizing its capacity to continue both organic and external growth.

JCDecaux Holding, which holds the Decaux family’s stake in JCDecaux, representing 64.34% of the share capital of JCDecaux, as well as Messrs. Jean-Claude Decaux, Jean-François Decaux, Jean-Charles Decaux and Jean-Sébastien Decaux and Mrs. Danielle Decaux, have indicated that they will tender all of their shares in the simplified tender offer. The number of their shares tendered to the offer will be reduced on an equal basis pro rata to the shares tendered by all other shareholders.

All shares repurchased in the context of the simplified tender offer will be canceled in accordance with the objectives of the share buyback program.

Full story here

UK: Diageo taps thermal activation for Pimm's summer campaign

Diageo has launched a digital out-of-home (OOH) campaign for its Pimm’s brand which activates once the weather reaches 21 degrees.

Planned by Carat and Posterscope, the weather-activated campaign runs across a combination of 12 of Ocean Outdoor's premium screens in London and Birmingham, Thursdays to Sundays during peak commuter periods. Using scheduling and formatting data generated by LivePoster, the creative is triggered according climate fluctutations.

The ad shows a Pimm’s bottle and a jug of the fruit cocktail, the 'Best Served with Sunglasses' campain broadcasts local temperatures within the vicinity of each OOH site (including variations either side of 21 degrees).

Joanna Segesser, senior brand manager for Pimm’s at Diageo said: "Consumer research has shown us that our media is not only more effective but also more efficient if it is linked to sunny weather. “We are therefore really excited that for the first time digital out of home technology is allowing us to target consumers at just the right temperature when we know they are most responsive to our messaging.”

The Pimm’s campaign runs for 10 days.



USA: DOOH campaign promotes child safety awareness

The National Center for Missing & Exploited Children, Clear Channel Outdoor Americas and Clear Channel Airports, a brand division of CCOA and a subsidiary of iHeartMedia Inc., have launched "Be Here for Kids," a national child safety awareness campaign that coincided with National Missing Children's Day on May 25, according to a joint announcement.

The digital out-of-home campaign features a series of images and messages aimed at educating people across the country about the issues related to missing and exploited children, and direct them to NCMEC's free safety resources. The DOOH creative reminds people they don't have to wait 24 hours to report a missing child and directs the public to Behereforkids.org for more information.

CCOA and CCA's media donation allows NCMEC to reach millions of people in cities across the country using digital billboards in 28 of its 38 U.S. markets including Washington, D.C.; Chicago; and New York City, and on airport displays in major U.S. international airports including Chicago O'Hare, Minneapolis-St. Paul International Airport, Denver International Airport, Hartsfield- Jackson Atlanta International Airport and Seattle-Tacoma International Airport.

"The National Center for Missing & Exploited Children has made tremendous strides over its 31 year history working to ensure the safety of our children," said Toby Sturek, executive vice president, specialty businesses, CCOA. "Our partnership gives their messages great visibility in local communities around the country and in major U.S. airports and will help protect and save the lives of children across the U.S."

For years, CCOA has tapped the real-time capabilities of its out-of-home media network in an effort to help recover abducted children through the posting of AMBER Alerts on its digital billboards. This new campaign extends that effort and underscores the company's ongoing commitment to child safety.

"We are grateful to Clear Channel Outdoor Americas and Clear Channel Airports for their generosity in supporting the National Center for Missing & Exploited Children on National Missing Children's Day through the 'Be Here For Kids' campaign," said Linda Krieg, NCMEC's acting CEO. "There has been amazing progress in child safety but there are still too many children at risk. Our commitment to their safety demands that we work harder than ever before, and now everyone who sees the campaign will have the chance to join us in the fight to protect children."


USA: Why an Out-of-Home Advertising CEO Is Bullish About Digital

Scott Wells talks real-time marketing for traditional media

Why join Clear Channel now?

I'm coming from the operational part of Bain Capital, so my job was to work with companies on change programs and innovation. I've been affiliated with Clear Channel for a while and know the business quite well, and I was excited to get back into an operational role again. I look at the out-of-home business and there's a lot of opportunity—this is a great time as we look at penetration of digital in our business. We look at how we complement other media and are getting better at articulating that and better at making it clear to advertisers the impact that we're having on their campaigns.

A lot has been made about traditional out-of-home budgets moving toward digital. What do you make of that?

We bring a scale that digital can't. As we continuously improve our measurement and the ability to articulate the impact that our assets have on campaigns, I'm quite confident that we're going to see dollars continue to flow to out of home for digital as well as for our traditional assets.

How do you compete among the likes of Facebook and Twitter?

Having been a buyer of digital media, I know the difficulty of rolling out a campaign at scale. You can't DVR around us—we are a present part of the landscape and with our digital elements, we have the ability to be very real time. The statistic on mobile device usage is 60 percent of it is consumed in the home, and we are out of home with the consumer. We're highly complementary to what people are doing.

Full story here

Canada: Influencing Shopper Purchases with OOH

Almost one half (50%) of shopper purchases are unplanned according to a new Shopper Study *, offering opportunities for advertisers to influence brand decisions on the path to purchase. With shoppers spending more than half their day outside the home, OOH advertising garners high attention levels with almost eight out of ten shoppers saying they notice OOH advertising.

OOH reaches shoppers on the go, when they are in an alert state of mind, and are receptive to advertising messages. The study also revealed that shoppers who recall OOH are significantly more likely to use their mobile device while they are shopping.

The most frequent activities are: to find a store location, make shopping lists, compare and research product features and prices. OOH advertising can serve as inspiration and a trigger for consumers’ use of smartphones.

Social media members are more likely to pay attention to OOH media, particularly among Twitter, Google+ and YouTube users, with eight out of ten noticing OOH ads. Advertisers can leverage shoppers’ attention to OOH and their mobile connectivity to drive social media conversations on their brands.

Rosanne Caron, President OMAC commented, “Overall the study showed that Out-of-Home remains an important media channel to engage and interact with shoppers on the path to purchase.”

* The 2015 Canadian Shopper Study was conducted by BrandSpark International with over 60,000 Canadian consumers (18+) who are involved in household shopping.


South Africa: Continental Outdoor supports creatives who don’t take no for an answer

The entries for the 2015 Loeries close at the end of this month, and so it is now all in the hands of the judges to give their yes or no on South Africa’s top creative campaigns. Continental Outdoor is the official Out of Home (OOH) sponsor of the Loeries for the second year, and the 2015 campaign theme that is currently flighted on their Digital Out of Home (DOOH) network is, “Just how many ‘no’s’ does it take to finally get that ‘yes’ from the Loeries judging panel?”

The Loeries, “How many ‘no’s’ does it to get a Loerie” DOOH campaign is flighted on Continental Outdoors Ignite, Socialite, and Airport Digipods countrywide. The perseverance of creative agencies will reach media, creative and marketing minds on key roads, in shopping centres, pubs, and when waiting for a flight.

Continental, with their in-house creative and innovations team, Contagious, are completely aware of the importance of creativity in an impactful OOH campaign, and how central this is to the brand’s return on investment. With so much distraction in modern cities it takes innovation and intelligence to not only catch, but hold a gaze, and for the appropriate brand messaging to be remembered. In OOH this has to be captured in a few seconds. The introduction of digital in the OOH arena has opened up a new avenue for creatives to apply their minds, and for the medium to become a content provider.

“Continental Outdoor work hand in hand with the creative agencies and give advice on the best way to actualise an idea optimally for this platform. We celebrate ingenuity and love it when Creative Agencies appreciate the impact a well thought through and impactful OOH campaign is developed to begin or enhance the conversation with consumers.

The opportunities that OOH offers are growing and we pride ourselves in keeping at the cutting edge of international trends and offering creatives the latest canvasses on which to express their art,” says Lyn Jones, Group Marketing Manager at Continental Outdoor Media.

Please click here to view the Loeries campaign.


Australia: OMA warns Sydney council plans for outdoor ads will hurt economy and are ‘unlawful’

The Outdoor Media Association (OMA) is opposing a draft plan from Sydney City Council to clampdown on outdoor signage in a bid to improve the look of the city.

A Draft Development Control Plan 2015 (DCP) into Signs and Advertisements by Sydney City Council is an effort to “best address the promotional needs of the city’s businesses,” with changes to how and where outdoor advertising can be used in the city, including where electronic billboards are able to be erected. Among issues highlighted by the outdoor industry body include proposals by the council to have 15 per cent of content space available to the council free of charge, which it claims is “unlawful”.

But in its submission to the council the OMA warned: “This DCP could result in outdated and unchanging signage out of touch with Sydney’s status as a modern and vibrant city.

The proposed guidelines will also hurt the OOH advertising economy. “Advertising plays a fundamental economic role in Australian society, with an overall spend of $11.6 billion in 2014. Last year the OOH industry raised revenue of $602 million, making up approximately 5.2 per cent of advertising spend in Australia.”

Full story here

Australia: oOh!media ramps up spectacular Evoke Series digital screen roll-out

oOh!media’s roll-out of large format digital billboards across Australia continues this week, with the addition of three massive, full-motion screens inside key, high-end mega retail shopping centres.

The roll-out is part of the company’s Evoke Network of billboard-sized screens located across Australia in the heart of key retail centres teeming with affluent and aspirational shoppers.

CEO of oOh! Brendon Cook said the new digital signs at Highpoint, Melbourne Central and Indooroopilly will take the company’s digital inventory to more than 2,000 signs across its Road, Retail, Fly and Place Based operating divisions.

“oOh!’s digital footprint is the largest reaching digital Out Of Home network in the country and provides advertisers with a solution to gain deep engagement with their consumers through linking the physical with mobile, online and social channels,” Mr Cook said.

“Our digital retail offering, including our Evoke Network, is set to double this year as it is really taking off due to the dramatic impact it has with the screens really dominating in the high dwell time environment.

“We’re investing millions this year to create even greater impact by carefully selecting opportunities in Australia’s premier shopping centres. Our retail property partners are serious too, investing $8 billion over the long term to enhance their centres.

“Using the Evoke Network, advertisers can broadcast high definition video and full motion messages to over 6.7 million shoppers every 14 days, and can easily tailor messaging according to the time of day, date, news, events or weather, Mr Cook said.

All of oOh!’s digital assets, including the Evoke Network, are underpinned by the company’s proprietary content management system - ARGYLE - that enables advertisers to build stronger engagement with Australians through more creative and innovative campaign solutions.

“The roll-out of the Evoke Network means we are well on track with digitisation of our inventory and will be in a position to deliver 30% of revenues from digital inventory by the end of this year,” Mr Cook said.