FEPE Out of Home News 29th October 2015

FEPE Out of Home News 29th October 2015

 

EUROPE NEWS

FEPE NEWS: FEPE Congress 2016 to be held in Barcelona -June 1st – 3rd 2016

The FEPE Board have announced that the next FEPE Congress will be held in Barcelona on June 1st-3rd 2016.

As always the Congress will offer a superb networking opportunity with the content more challenging and relevant than ever.

The format will be different from past years using a mix of Speakers, Panel Sessions and workshops. The Congress programme will explore the broader and fast changing media and technological environment of which Out of Home is a fundamental and growing part.

The importance of creativity will again be highlighted and recognised for the second year in the FEPE Creative award. This will be one of four awards FEPE will be presenting at the Congress the others being for Life Achievement, Leadership and Technical Innovation.

Final details of the venue and the conference programme will be announced over the coming months and as in previous years we will be open for bookings from January onwards.

The FEPE Board met in in Istanbul for their regular autumn board meeting with all enjoying the vibrant city.

The visit confirmed the Board’s unanimous view that the excellent location, enthusiastic support from our local operators and social facilities would make Istanbul an ideal venue for our Congress.

However following careful consideration of feedback from delegates we concluded that we will hold our Istanbul Congress in a future year, rather than 2016 as indicatively announced earlier this year in Budapest.

UK: Alcohol ad ban ‘could criminalise sports wear parents’

A PROPOSED ban on advertising alcohol near schools risks criminalising parents picking up children while wearing drinks-branded football or rugby tops, MSPs have been warned.

The Law Society of Scotland said the Alcohol Bill currently making its way through Holyrood could target unwitting members of the public.

The Member’s Bill brought forward by Labour MSP Dr Richard Simpson would introduce restrictions on alcohol advertising and sponsorship.

The proposals include a ban on fixed advertising such as billboards or window displays within 200 metres of schools, nurseries and children’s play areas.

It would also end drinks advertising at sporting and cultural events principally targeted at those under the age of 18.

MSPs on the Scottish Parliament’s Health Committee are due to take evidence on the Bill from a range of organisations.

An online survey carried out by the committee found that 83 per cent of the 543 respondents supported a ban on alcohol sponsorship at events targeted at youngsters while 78 per cent wanted a ban on alcohol advertising near schools.

In a written submission ahead of giving evidence, the Law Society of Scotland said it supported the stated aim of the legislation to promote public health and reduce alcohol related offending.

But, highlighting the section covering alcohol advertising near schools, the society said: “In terms of section 6 (3) of the Bill, ‘advertisement’ means any word, letter, image, mark, light, model, placard, board, notice, screen, awning, blind, flag, device, representation container or package in the nature of, and employed wholly or partly for the purpose of, advertisement or promotion and ‘alcohol advertisement’ means an advertisement promoting alcohol.

“Given this wide definition it would appear in our view that an offence would be committed e.g. where a poster referring to a sporting event sponsored by a drinks company was displayed within the window of a private dwelling house in a restricted area or if a parent or guardian wears a football or rugby jersey with an alcohol sponsor when collecting children from school.

“This provision accordingly runs the risk of not just affecting persons with an interest in advertising but also, unknowingly, members of the public.”

Similar concerns were raised in a submission from Renfrewshire Licensing Board, which said: “The terms of the provisions, and the policy memorandum, state that, in the specific case of cultural or sporting events, any alcohol branding on an individual’s clothing would be covered by the section.

“The board would wish careful consideration to be given to these provisions prior to the potential criminalising of individual citizens for what may be low-level contraventions of the proposed section.”

Source

UK: Wildstone Airports launch ‘The Edinburgh Domination’ opportunity at Edinburgh Airport

Wildstone Airports and Edinburgh Airport have great pleasure in announcing the groundbreaking launch of The Edinburgh Domination, an incredible opportunity for one key brand to gain complete access to the Edinburgh Airport audience of 11million customers across the airport’s jet bridges and all airside access points.

On average, departing passengers spend over 11 minutes dwell time captive inside the jet bridge or on the departure staircases, with time to interact or gain vital information about a brand.

As part of the newly enhanced sponsorship, Edinburgh Airport will be working with Wildstone Airports to upgrade the customer route, truly enhancing the overall experience, and collaborating with the sponsor to decide on design and feel to provide new flooring, paintwork and finishes to compliment the Domination sponsorship.

In addition, there will be 19 x 55” digital HD screens for regularly updated advertising content and offers plus the opportunity to use sound, WiFi, augmented reality and LED lighting to truly bring the experience to life.

The exterior of the Terminal façade and the jet bridges can be totally branded using enhanced lighting to truly give an advertiser amazing presence at the airport, and a true association with the airport, day or night.

“Key to us working with Wildstone Airports was the unparalleled vision they have for a totally immersive sponsorship experience. They have worked extensively with the Edinburgh team to bring the amazing Edinburgh Domination opportunity to market.

We are very excited about welcoming a new sponsor to Edinburgh Airport and look forward to this additional engagement bringing an important part of the customer’s journey to life” says Gail Taylor, Business Development Manager at Edinburgh Airport. “

“Wildstone Airports are thrilled to be launching The Edinburgh Domination with Edinburgh Airport. This is at a time when the Airport’s passenger numbers and long haul profile is really taking off. Over the next 5 years, Edinburgh’s passenger numbers will grow from 11m to 12.6m, one of the highest growth rates of any UK airport, which is a fantastic plus for any brand looking at a long term commitment” says Paula Oliver, Managing Director of Wildstone Airports.

“The combination of flexible digital screens, interactivity, branding, sound, lighting mobile interactivity and extensive rights to the whole airside environment as customers arrive and leave Edinburgh Airport is truly exciting and we hope will set a precedent at airports globally”

UK: OOH and direct mail adspend grows as other print sees decline

Advertising spend in printed newspapers and magazines continues to decline but out-of-home (OOH) and direct mail spend has risen, according to industry figures.

National newspapers saw a 19.2% drop in advertising spend in printed products in Q2 this year to £239m, according to the latest figures by the Advertising Association and Warc (AA/Warc).

They saw a rise of 5.9% to £51m in digital adspend was up in the first half of 2015, so altogether the sector recorded a drop of 11.3% for the first half of 2015. AA/Warc predicts a decline of 7.7% over 2015 as a whole.

Regional newsbrands fared rather better, recording a decline of 7.2% in adspend in Q2 2015 compared with last year. Regional papers saw a 12.1% drop in print advertising (to £246m) but a 24% increase for digital revenues (to £55m). The sector is expected to decline 4.2% overall this year. Magazine adspend dipped 6.8% in Q2, comprising an 11% decline for print (to £168m) and a 5.2% uptick for digital (to £70m).

Overall, ad revenues fell 5.4% during H1. Total adspend is predicted to decline by 5% this year.

OOH adspend also dropped in Q2, by 3.6% to £249m but this followed strong year-on-year growth of 9.7% in Q1. Overall in the first half of the year OOH sector saw a 2.3% growth in adspend in the first six months of 2015.

AA/Warc predicts a rise of 3.8% for the year as a whole, with the Rugby World Cup providing a boost in Q3.

Source

AMERICAS NEWS

USA: Video Is Truly Everywhere, and Ad Buyers Need to Think Beyond TV, Desktop and Mobile

Digital out-of-home is a growing source of impressions By Barry Frey

It's certainly no secret that the media world is in the midst of unprecedented changes. There was a time when "change" in media meant television emerging as a challenger to radio, the evolution of black and white TV to color, the advent of cable television networks, and so on. The changes generally came one at a time, and fairly slowly at that. They were relatively easy for media professionals to digest.

Not so today. The media world is in a continuous and massive state of upheaval, moving at warp speed.

This is particularly true in the world of video, where TV—still a powerful medium, to be sure—is now far from the be-all for securing desired levels of video impressions. According to Nielsen, traditional television viewing has decreased from the prior year across the majority of demographics.

MoffettNathanson reports that the pay TV industry lost an estimated 556,000 subs in Q2 2015, and that commercial ratings for cable channels have been down every month since May 2014. And Americans are now spending almost five and a half hours a day viewing screens ... without even turning on a television! At the same time, Kinetic USA reports Americans now spend an unprecedented 70 percent of their time out of the home.

So the conundrum is this: TV is moving in a negative direction, yet we know that video remains the most powerful form of ad messaging At the same time, with consumers out and about more than ever—what's a media planner to do?

Online is one solution to make up for lost video impressions, but it's far from perfect as ads are being neutered by blocking technology, challenged by viewability issues and bot fraud. Plus, Nielsen indicates only 18 percent of online video viewers are accounting for 94 percent of total consumption, offering limited consumer reach. In the digital place-based (DPB) media world, we believe we have a key element of the video impression solution, and recent revenue growth data strongly supports this claim.

According to data from the certified public accounting firm Miller, Kaplan, Arase, the growth rate for digital place-based far outpaced most major media for the first half of 2015. DPB media revenue grew by 14.3 percent, the sector well on its way to equaling or surpassing estimated revenue of $1.02 billion for 2015, as forecast earlier this year by MyersBizNet.

Full article here

USA: The $24 Billion Data Business That Telcos Don't Want to Talk About

Mobile Carriers Are Working With Partners to Manage, Package and Sell Data

U.K. grocer Morrisons, ad-buying behemoth GroupM and other marketers and agencies are testing never-before-available data from cellphone carriers that connects device location and other information with telcos' real-world files on subscribers. Some services offer real-time heat maps showing the neighborhoods where store visitors go home at night, lists the sites they visited on mobile browsers recently and more.

Under the radar, Verizon, Sprint, Telefonica and other carriers have partnered with firms including SAP, IBM, HP and AirSage to manage, package and sell various levels of data to marketers and other clients. It's all part of a push by the world's largest phone operators to counteract diminishing subscriber growth through new business ventures that tap into the data that showers from consumers' mobile web surfing, text messaging and phone calls.

SAP's Consumer Insight 365 ingests regularly updated data representing as many as 300 cellphone events per day for each of the 20 million to 25 million mobile subscribers. SAP won't disclose the carriers providing this data. It "tells you where your consumers are coming from, because obviously the mobile operator knows their home location," said Lori Mitchell-Keller, head of SAP's global retail industry business unit.

There is a lot of marketer interest in that information because it is tied to actual individuals. For the same reason, however, there is potential for resistance from privacy advocates.

WPP units such as Kantar Media and GroupM's Mindshare have "kicked the tires" for three years on Consumer Insight 365, testing and helping develop applications for the service, said Nick Nyhan, CEO of WPP's Data Alliance. The extensive time spent so far partly reflects "high sensitivity to not doing something that would be too close for comfort from a consumer point of view," Mr. Nyhan said.

The service also combines data from telcos with other information, telling businesses whether shoppers are checking out competitor prices on their phones or just emailing friends. It can tell them the age ranges and genders of people who visited a store location between 10 a.m. and noon, and link location and demographic data with shoppers' web browsing history.

Retailers might use the information to arrange store displays to appeal to certain customer segments at different times of the day, or to help determine where to open new locations. "It used to be that this data was a lot harder to come by," said Ross Shanken, CEO of LeadID, a lead generation analytics firm. In a previous position at data firm TargusInfo 2008 and 2010 he nonetheless partnered with "a very large telco" to validate names, addresses and phone numbers for data appending.

Too risky for the E.U.?

To protect privacy, SAP receives non-personally-identifiable, anonymized information from telcos, and only provides aggregated information to its clients to prevent reidentification of individuals. Still, sharing and using data this way is controversial. Nearly all the players exploring the burgeoning Telecom Data as a Service field, or TDaaS for short, are reluctant to provide the details of their operations, much less freely name their clients. And despite privacy safeguards, SAP is focused on selling its 365 product in North America and the Asia-Pacific region because it cannot get the data it needs from telcos representing consumers in the E.U., where data protections are stricter than in the U.S. and elsewhere.

Full article here

AUSTRALIA NEWS

Australia: OOH audiences grow across Australia

Out-of-home opportunities for advertisers are growing across major urban areas in Australia, new data show.

Audiences in 2015 have grown by an average 3.4% across all mainland capital cities and have also grown across the suite of OOH formats, B&T reported.

Figures from MOVE (Measurement of Outdoor Visibility and Exposure) estimate that OOH initiatives can now reach 12.2m Australians daily as they make 51m trips in the country's top five metropolitan areas.

All five mainland cities saw outdoor audiences increase. Perth led with an increase of 6.4% year-on-year, followed by Melbourne (+5.1%), Adelaide (+5.0%), Brisbane (+2.8%) and Sydney (+1.6%).

"We find ourselves in an enviable position, as fragmentation of other traditional media channels solidifies our position, because the undeniable fact is that our audiences keep growing," said Charmaine Moldrich, CEO of the Outdoor Media Association and MOVE.

With growth, comes innovation. Australia's largest outdoor advertising company, Ooh! Media, claimed a world-first in out-of-home (OOH) engagement with its consumer-targeted interactive retail screens, according to Digital Signage Today.

The screens, set to be prominent in Australian malls and airports, include multi-touch displays, gesture response, voice recognition technology, HD Web cams, wi-fi, audio and networking capabilities. The interactive screens allow integration of outdoor content directly with a campaign's online, mobile and social channels.

Outdoor is a major growth area in Australian advertising, despite accounting for just 5.3% of all Australian advertising spend. Industry revenues in the OOH sector are up 16.8% so far this year on top of record breaking annual growth of 10% in 2014.

A number of factors are influencing advertisers' media decisions including: employment levels across 17,800 separate travel zones; changes to transport infrastructure; changes to public transport routes; new signs and updates to trip attractors in each travel zone, including shopping centres and school enrolments.

Source

AFRICA NEWS

South Africa: STANLIB gives motorists a glimpse into the future through consistent focus

STANLIB’s ground-breaking digital Out of Home campaign, “Focused Investing”, provides motorists with a live feed of the traffic 1.4 kilometres ahead at the N1 William Nicol offramp, streamed to Continental Outdoors’ Roadside Digital billboard on William Nicol Drive from a 360° IP camera at the off-ramp.

The campaign’s big idea centres around STANLIB’s proposition of focused investments and it brings to life the brand’s forward thinking and innovative personality through technology. This media idea drives home STANLIB’s continuous focus on their clients investments and uses a tactical placement in the traffic to bring this to life in an everyday situation. While motorists are on the road, STANLIB shows you a live feed of the traffic that is coming up and reiterates that ‘the markets don’t stop for traffic and neither do we’.

Wayne Bishop, Managing Director of PHD in Johannesburg, who assisted with the development of the idea, says: “In effect, this execution demonstrates that instead of asking ourselves ‘which channel?’, we should be asking ourselves ‘which technology’ can solve our marketing challenge?”.

Continental Outdoor set up the live high definition camera feeds which were fed off their William Nicol gantry close to the off-ramp. The campaign will be live for two months leading into the festive season.

View the campaign here

South Africa: EcoMobility: Will it impact the format of OOH advertising?

The hot topic on the streets of Sandton at the moment is EcoMobility, the system designed to remove congestion from the richest square mile in Africa. With billboards and posters lining the avenues motorists had a lot to look at when stuck in traffic jams. But now that they are potentially gone, how will this impact the format of outdoor advertising?

While EcoMobility is only currently in a test phase, the plan is for it to be permanently rolled out if it proves to be a success. But what impact could it have on OOH advertising if it is here to stay?

Jacques du Preez, managing director of Provantage, is optimistic about the system. “The place we play in is the public transportation space and since eco-mobility is all about that it’s perfect for us,” he says. He believes that it won’t have a massive impact on people not paying attention to adverts. “We won’t lose eyeballs; they’ll just shift to new forms. It’s how we mine those eyeballs now.” Du Preez used the Gautrain as an example. People are no longer looking at billboards along the highway; they are looking at posters in the stations and on the trains. They are also a captive audience as they cannot choose to leave the Gautrain once they are in the system.

Dave Roberts, CEO of Primedia Outdoor, believes that the advertising will change its form but the number of people looking at the adverts will not change. He also says that EcoMobility isn’t “a death knell for billboards and posters” as, even if people are walking, cycling or taking public transport, they will still see these adverts.

Lyn Jones, group marketing manager at Continental Outdoor Media, predicts that EcoMobility will have no real impact on OOH advertising. “Pedestrians and cyclists will still pass billboards. Public transport in Sandton won’t be any different than it is now.” But she does think that formats, even though they would still be roadside signage, may get smaller and street furniture could become more dominant. She also sees more digital interactive OOH formats arising, a trend which is already happening, but, “EcoMobility will cause it to explode”.

Brett Tucker, managing director of RelativMedia, says that, “None of the large format advertising has ever suffered as the engagement time when walking is the same as when driving. Engagement levels will also stay the same.” But in the cluttered environment that is Sandton, RelativMedia will be looking for other opportunities on key walkways. The sides of buildings are also options as he views them as an underused space.

However all of the experts agree that all of these plans are still a long way off. “EcoMobility is not a massive game changer at this stage as it will take a while to get the infrastructure built,” says Du Preez. Roberts says that since the programme right now is very short term it’s having no impact. Jones is of the opinion that Sandton only represents a fractional portion of OOH advertising in South Africa, so advertisers should not be too worried.

Source

ASIA NEWS

India: OOH to grow 7-8% in 2015 on back of e-commerce, real estate spends

The outdoor advertising sector saw an increase in ad spends in the quarter ending September and is on track to register 7-8 per cent growth in 2015, said OOH owners and media agencies we spoke with.

According to OOH agency heads, the increase in ad spends could be attributed to a number of reasons. For example, Nabendu Bhattacharyya, MD of Milestone Brandcom says Q3 has been better because of spending by categories like mobile handsets, m-commerce and e-commerce and media and entertainment. “Previously, we have not seen the m-commerce category spend this strongly.

I would say that ad spends have gone up by 20-25 per cent in July-September’15 as compared to the same period last year,” he said.

On similar lines, Sanjeev Gupta, MD at Global Advertisers, welcomed the positivity seen in the market in this quarter, claiming that the market had picked up momentum after a recessionary trend in Q2.

He said that ad revenues for OOH would have increased in the range of 70-80 per cent in Q3 as compared to Q2. When asked about which categories have spent the most money, he singled out electronics, real estate, entertainment channels and event companies. “Even among e-commerce companies Amazon has clearly been the biggest spender. Apart from Amazon, there were just 2-3 others that have spent big, but Amazon has spent a lot of money on all mediums,” he said.

Noomi Mehta, Chairman and MD of Selvel also agreed that, overall, ad spends on OOH had increased across India with Mumbai and Delhi seeing a lot of spending and with Bangalore remaining steady.

However, he pointed out that the ongoing tussle in Kolkata with the municipal corporation has caused clients to drop investments in outdoor. “We cannot understand what is going on in Kolkata. They (The municipal corporation) say that out of the 400 sites given to us, 250 are illegal. So even clients have lost interest and don’t want to advertise,” he explained.

On the other hand, Rajiv Saxena, MD of Blue Ocean Media, feels that the OOH sector will not grow till the inventory crunch being faced is addressed. “There has hardly been any new media or new inventory introduced for a long time.

So long as the industry remains local it will not grow,” he said. Saxena, however, agreed that Q3’15 had been much better than Q3’14 due to government campaigns as well as spending by e-commerce sector even though some sectors like the film industry have not been doing any promotions on OOH for the past 6 months.

Source

Bangladesh: Draft guideline proposes banning billboards at turnings in Dhaka

A draft guideline proposes banning all kinds of billboards at turns in major roads of Dhaka to make the city safe and look beautiful. Over the years, a huge number of billboards have been set up in an unplanned way in the capital, in many cases illegally.

For a lack of proper maintenance, these structures have now become unsafe. According to reports, at least three people have been killed and 14 hurt in billboard collapse in the city since 2009. To regulate the use of billboards and restore beauty of the city, authorities of Dhaka North City Corporation (DNCC) recently formed a committee to draw up a guideline.

The draft has been sent to organisations and experts concerned for review, which is hoped to be done by next week, said environmentalist Iqbal Habib, a member of the DNCC committee. “It has been suggested in the draft guideline that the ideal place for billboards can be where vehicles wait or are parked,” he told The Daily Star over the phone yesterday.

“It has been recommended that no billboards should be placed at turns in main roads of the capital as they create distractions for drivers.” Billboards should not feature any information, especially numbers, which a driver or a commuter would want to memorise and in the process get distracted and get involved in crashes, said Iqbal Habib, also member secretary of Bangladesh Poribesh Andolon (BAPA).

The environmentalist said three concepts were considered while formulating the draft. Firstly, the outdoor advertising should be considered as an art-based industry; secondly, the advertisement on the billboards should highlight city and country as well as the product or brand; and finally, the size, number, content and placement of these billboards should not hurt the growth of a child in the city.

The draft guideline also makes it mandatory for all billboard advertisers to preserve 10 percent of the total space for social slogans. In addition, no billboards should be placed near any educational institutions, hospitals, government organisations and traffic signals, added Iqbal Habib, also an architect. DNCC Mayor Annisul Huq on August 28 said the guideline would be formulated by a month.

Talking to The Daily Star recently, Mohammad Rashed, general secretary of Outdoor Advertising Owners' Association, said the authorities should implement fresh measures after saving the billboard business.

Calling for an ideal guideline for this industry, the OAOA leader demanded phasing out of the unipoles instead of a wholesale crackdown. In July, city corporation officials told this newspaper that Dhaka south has about 900 legal billboards against some 1,500 illegal ones.

Of the illegal ones, 527 are privately owned. Dhaka north has about 1,500 approved billboards against some 1,200 illegal ones. Of those illegal, 257 were permitted by the cantonment board, 173 by the air force, 147 by the railway, 10 by Wasa and 22 by police, while 443 are owned by private individuals.

Source

Singapore: AXA gives out protective capsules for OOH campaign

AXA Singapore, Publicis Singapore and Clear Channel collaborated for an out-of-home campaign to demonstrate AXA’s Born to Protect initiative by providing protection against Singaporean’s everyday concerns with an experiential out-of-home.

AXA’s mission was to reinforce its commitment to providing protection against everyday concerns by reaching out to Singaporeans from all walks of life.

The aim of the campaign is to make protection fun and accessible.

In the execution of this campaign, AXA will be transforming four bus shelter posters into a mega-sized capsule dispenser. To channel the mission of AXA’s Born to Protect, the dispensers at four different locations will dispense capsule balls with protection items.

The protective capsule roll items are: Band aids (to prevent infections in cuts), Mosquito patches (to prevent dengue fever), Cough drops (to soothe sore throats) and Medicated oil (to soothe headaches).

Four Clear Channel owned bus shelters were selected for this campaign; Marine Parade, Victoria Street, Church Street and Orchard Road, running from October until November 2015. This campaign is also further supported by 200 faces of six-sheet printed posters on Clear Channel’s customised network for four weeks. Havas Media was the media agency for the campaign.

“With this touch of nostalgic fun, AXA hopes to showcase our Born to Protect spirit to Singaporeans in an exciting and memorable way,” Cheryl Lim, head of branding & communications of AXA Singapore,said.

“With our wide coverage, we are able to deliver contextual relevance, and more importantly, an experience, at the right places, with this campaign,” Kelly Khoo, CEO of Clear Channel Singapore, said.

Source