FEPE Out of Home News 2nd June 2016

FEPE Out of Home News 2nd June 2016



57th FEPE Congress: Welcome to Barcelona!

We’re now in the final stages of preparation for the 57th FEPE Annual Congress “The Road Ahead ” which is being held in the beautiful city of Barcelona.

Almost 400 Delegates (a record!!) have arrived from all over the world for the Welcome Reception this evening ahead of varied agenda of high calibre speakers and panelists from Europe, North America, Japan and Australasia, including media owners, specialist agencies and clients, all of whom will be delivering their various perspectives on Out of Home and wider media and advertising industry insights.

Amongst them will be Tom Goodwin who will be providing the keynote speech looking at his vision of the future for Out Of Home. Other speakers include James Murphy from adam&eveDBB as well as Mark Boidman from Peter J Solomon in the US.

FEPE International’s congresses (the first was in 1960) are now viewed as one of the most important events in the global OOH calendar.

The Congress this year brings together OOH professionals from 38 countries to discuss and debate the future direction of the Out of Home industry worldwide.

We’ll be putting out a detailed newsletter highlighting the key themes and thoughts from the Congress next week. However if you are not able to attend this year why not follow events from Barcelona on Twitter @fepeooh or Instagram at #fepeooh

We hope everyone in Barcelona has an educational and memorable time!

France: Jean Claude Decaux – 1937 - 2016

Many tributes have been published in memory of Jean- Claude Decaux who sadly passed away last week.

In the light of his death FEPE International will be dedicating its 57th Annual Conference which begins today in Barcelona to his memory.

In memory we publish below Antonio Vincenti words in support of the FEPE’s inaugural Lifetime Achievement Award awarded to Jean- Claude Decaux at last years Congress.

Jean-Claude Decaux, JC Decaux a name that became a brand synonymous with outdoor advertising. In my humble opinion, had an outstanding career built on 4 principles:

  • He is a visionary
  • He has an acute sense of loyalty
  • He has a desire to constantly innovate
  • He has built a truly successful model

These 4 principles lead to a career marked by 4 key periods:


Characterized by the invention of a new business model in outdoor advertising symbolized by the advertising bus-shelter.

Jean-Claude Decaux had a very clear vision of what he wanted to achieve: He was a man in a "hurry" to implement his concept of modern street furniture.

1972-1982: Characterized by transforming Paris into a laboratory of all his daring innovations:

It is there that he experimented with his formula of developing what is useful to the inhabitants of a city, but also pleasing to its users for if not pleasing in this way then it iwill not be used. Design was his secret weapon!

1982-1998: Characterized by the international expansion

Jean-Claude Decaux was a pioneer of globalization: he understood in the early days that the dominant esthetic shapes would become shared by the largest number. The street furniture elements he invented integrate a key quality: namely, that the model can be replicated anywhere.

1999- till the present: A new world

In 2000, the company he founded is listed, and in 2010, it becomes the world no 1 outdoor advertising player.

In our industry not everyone is aware of the constant obstacles whether political, economical, financial, cultural or technological. Jean-Claude Decaux has been able to face and resolve all aspects of this difficult equation.

This has led him to shape our industry like no one else, by "taking simple ideas, partnering up with local councils, and turning it into a service for them".

UK: Tom Goodwin: Outdoor media’s wonderful digital future

Tom Goodwin is the keynote speaker at this year’s FEPE International Congress being held in Barcelona on June 1-3. In anticipation of this Tom prepared this article which appeared in MAA last Thursday

For an industry that talks a lot about change and is surrounded by change, advertising hasn’t really changed that much. Its future depends on embracing new possibilities, on new mindsets, and on new processes. Of all media, outdoor advertising could be best placed to show how exciting our industry can become - if we embrace technology.

I think that the shift of digital is creating three ages: the pre-digital age; the post digital age; and the time between the two, the messy interim where we currently are. This is what we all call the digital age.

The pre-digital world was simple. Media was analogue and separate. Nobody confused TV advertising with newspapers or radio shows. We had distinct supply chains and systems: from agencies to publishers to brands, everyone knew their role and place. Lines were clear and fixed.

The messy interim

In the digital age, we have generally taken the same roles, processes and systems, replicated them, and bolted them onto the side of advertising. We take print and TV ads, and generally repurpose them for digital surfaces. Traditional media is explained in digital terminology. Advertorials are stuck online and called “native”. We’re in a complex hybrid time - what I consider peak confusion - where we have analogue and digital systems, measurements, philosophies and structures all at the same time. This complexity and confusion means that compared with the incredible new opportunities of digital surfaces, we have in fact created very little that's genuinely new.

The wonder of the post-digital age

We are slowly morphing into the third phase: the post-digital age. This is a time where, for all intents and purposes, all media is digital: just a series of different shapes, sizes and contexts for screens. It will be a world where devices are relatively dumb, and the smartness has moved to the cloud. Everything is cloud-connected and creative supply can be instant. Ads can be bought programmatically. Assumptions about what ads can do, how they are bought, and how they are measured, are rewritten.

In this world, we need to see creative and media working together. The placement of the ads, the buy, the creative, are all intertwined like song lyrics and the musical score.

A transformed outdoor media

Of all media, it’s probably outdoor that has shown the most excitement and progress towards this age. As someone that’s tried to get a 40x30” picture printed and framed recently, it hit me that buying a 4K 42” LED TV would have been cheaper. Digital is at the cost of paper: it's a reality today, rather than a dream for the future.

Excitement is everywhere. Whether it’s the aggressive expansion of digital 6-sheets at bus stops around Europe; the ever-larger, ever-better resolution signage in Times Square; the video ads that seem to follow trains in the Shanghai metro; Outfront Media’s Videri efforts or LinkNYC’s monoliths around New York, the creative canvas for outdoor media has never been more interesting.

Surfaces around us are changing. From smarter retail signage; to Magic Leap; to digital art in the home and to smart homes themselves, we’re seeing the very fabric of the physical world around us morph to become dynamic and personalized. It’s this way of thinking that best explains the incredible creative canvas that digital advertising can offer.

Programmatic creative and supply

We need to reconsider how ads are bought, placed and supplied. So far, the digital outdoor world has largely replicated the idea that you buy locations, for set periods of time, with set creative. What’s really possible in a cloud-based world is that brands can buy contexts or time, and customize creative. Rather than buy 30 seconds for 4 weeks, an airline could buy the first cold day of the year, or car insurance companies buy at the moment traffic is terrible. Contexts can be even more specific: the Friday night drive home in bad weather, or the moment that your rival's planes are grounded. Then, this can inform the creative. Programmatic has long been considered to be deflationary, when in fact it should be a tool to bring creative and media together in far richer ways than at present.

Interactive marketing

We all know that digital ads should move, but what if they moved depending on your movement? What if digital screens were richly interactive? What if their messages invited you to touch and play, sending information or money-off coupons directly to your phone? Screens can even become immersive, using eye-tracking or movement sensors to change content based on your physical location.

Transactional surfaces

Armed with movement detectors like Microsoft's Kinect or with cheap touchscreen lattices, there is no reason why every surface can’t be transactional. Digital bus stops could be places to browse Airbnb properties, or to search hotel rooms while you wait. Why can’t you see a new range of clothing, and immediately buy it too?


The transactional nature of outdoor is where the real potential lies. This isn't as the screen itself, but as a part of system which creates a total advertising experience. We’ve long had Bluetooth and NFC, but outdoor ads and mobile phones should be working more closely than ever. I see mobile coupons directly downloaded to device wallets as a reward for interaction.

The real way to see the future of outdoor is in the context of the future of all advertising. It will be a world of constant screens; of a flow between the upper and lower parts of the marketing funnel; and of ad experiences that truly work around people. In this world, the potential role of outdoor to impart scale, premium experiences, and to be top of mind is unparalleled.

Germany: Ströer and Ayuda – A Year of Innovation

Ayuda & Ströer lay the foundation for a programmatic future

Barcelona, Spain – June 1, 2016. In the 12 months since Ströer and Ayuda first announced their partnership at the 2015 FEPE Congress in Budapest, much progress has been made towards updating and modernizing Ströer’s bespoke software ecosystem to lay the foundation for future programmatic innovation.

The migration of almost 3,500 screens to the Ayuda Platform was completed earlier this year with practically no downtime or disruption to the Public Video network. This is no small feat considering that the transition process involved remotely converting the player OS from Windows to Linux to reduce operating costs; physically swapping out older hardware devices to enable enhanced hardware acceleration features; and installing and configuring over 350 local Ayuda Cloud Extenders – software that minimizes the need for network bandwidth in malls and train stations throughout Germany.

Leveraging this updated software foundation, Ströer and Ayuda continue to push forward with innovative new features and technology on the Public Video network such as real-time Twitter and social feeds integration, deployment of state-of-the-art roadside digital billboards, and a dynamic, impression-based booking and playout system. The innovation and progress that Ayuda has enabled at Ströer doesn’t stop with the digital technology landscape either. Working with Ströer’s local & regional sales force teams, Ayuda has deployed a tailor-made Local Sales app which is currently being rolled out across Germany to several hundred local sales reps.

Developed as both a native iOS app, as well as a responsive HTML app, the Ayuda Juice app enables local sales teams to track leads and contacts for local business accounts and obtain a 360° view of the activities against those accounts. Future enhancements will include availability checking, proposal generation, and booking confirmations - all while on the go from a salesperson’s mobile device. One of the cornerstones of the Ströer / Ayuda partnership is the shared vision of a programmatic future for OOH.

Both companies firmly believe that the only way to exponentially grow OOH revenue is to enable programmatic initiatives that tap into new online/digital revenue streams. With that goal in mind, rather than introducing disruptive, new, OOH-specific programmatic solutions, Ayuda has integrated their OOH ad-tech platform with industry-leading online Demand Side Platforms (DSPs) by leveraging initiatives such as the Interactive Advertising Bureau (IAB)’s OpenRTB and VAST industry standards.

“When an online buying agency can use their existing demand-side tools to instantly purchase Public Video inventory alongside YouTube pre-roll video ads and mobile ads, we have successfully opened up new channels of revenue that we would never have seen. This dream is now a reality in our Public Video network,” explains Christian von den Brincken, Head of Business Development, Strategy and Innovation at Ströer and the chief driver of Ströer’s programmatic initiatives.

With several DSP integrations already completed and running pilot programmatic campaigns, interest from other leading DSPs has surged. “We are in contact with many of the largest online ad-tech suppliers in Germany and across the world,” says Bruno Guerrero, Director, Programmatic Products at Ayuda.

“Our mission is to integrate our OOH ad-tech platform with as many online DSPs as possible in the coming months,” adds Guerrero. With the partnership already bearing fruit in the form of a modernized digital infrastructure and enhanced sales tools, both companies are looking ahead to the coming years with the goal of extending the reach of OOH into the online programmatic ecosystem.