FEPE Out of Home News 30th July 2015

FEPE Out of Home News 30th July 2015


UK: Ocean launches outdoor digital screen on The Printworks

Ocean has unveiled its new digital advertising screen on the side of Manchester’s Printworks. 

The 13.44m x 7.68m screen dominates the exterior of the venue and launches with a Samsung ad, through Cheil Media.

“The fusion of retail with entertainment at The Printworks represents a super-premium opportunity for brands to engage with audiences. Sites of this stature offer a superb canvas from which to showcase the next generation of smart phones in what is a dynamic, mobile environment,”

explained Fiona Fitzgibbon, head of Cheil Media.

The screen is Ocean’s seventh in the city, which marketing director Richard Malton said enabled brands to “dominate” central Manchester.

“The roll out of digital out of home across Manchester continues apace and demonstrates Ocean’s commitment to the creation of premium interactive out of home experiences which are connecting cities with communities in highly responsive ways.”


UK: Oris spearheads launch of new range with major campaign with blowUP media

Luxury brand Oris Watches is spearheading the Out of Home launch of its new range with five Giant Posters on blowUP media’s major large format sites in London, Birmingham and Manchester.

The campaign, which is boosting brand awareness and credibility among a 25-44 ABC1 male audience, will use blowUP media’s locations at  333 Old Street and 10 Great Eastern Street in London, plus sites at Birmingham Central and Manchester Central.

The blowUP media sites all dominate their respective locations and deliver a high affluent ABC1 audience. The total campaign will achieve more than four million impacts across the two week period. Blue 449 is the media agency for the campaign and Posterscope the Out of Home specialist.

Paul Thurlow, UK Sales and Marketing Manager of Oris, comments: “This is an integral part of a global uplift in our outdoor advertising. We have always used outdoor ads in previous years but not on this scale. This campaign signifies a major change in our whole strategy. We wanted to use these banners to create a bold impact within our key cities of London, Birmingham and Manchester. We’re really excited and can’t wait to see our watches on such a large canvas.”

Simon Russell, Sales Director of blowUP media UK, comments: “This campaign will give Oris standout impact in these cities and enable the brand to engage with a key audience in a really powerful and memorable way.”

UK: Outdoor Media Centre appoints Tim Lumb as Insight and Effectiveness Director

The Outdoor Media Centre (OMC) has announced the appointment of Tim Lumb as the marketing body’s first Insight & Effectiveness Director.

As part of the new team that’s helping to reinvigorate the OMC, Lumb, Microsoft Advertising’s former UK Research Manager, will be ensuring that insight and effectiveness are central to the planning of Out Of Home (OOH) campaigns.

Lumb’s appointment follows the recent announcement that the OMC is collaborating with the IPA Outdoor Group to launch a pioneering series of OOH Forums for the industry – the first being to demonstrate the effectiveness of OOH advertising.

With over 15 years’ experience, Lumb has an extensive background in consumer and advertising research having worked at EMAP as a Senior Researcher. He then joined Microsoft Advertising where, for the past five years, he led the company’s UK thought leadership and advertising effectiveness programme. At the 2014 IAB European Research Awards, his research into UK families won the Best Consumer Attitudes and Behaviour Study category.

Commenting on the appointment, Alan Brydon, CEO of the Outdoor Media Centre said: “This is a golden age for Out Of Home advertising and insight will play a fundamental role in demonstrating the power and effectiveness of the medium. Tim’s extensive experience at Microsoft will be invaluable in helping us drive this and we are thrilled to welcome him to the team.”

Tim Lumb, Insight & Effectiveness Director of the Outdoor Media Centre added: “Right now, Out Of Home is in a hugely exciting era with the amazing possibilities that mobile tech and data bring to such a creatively rich medium.”


UK: Outdoor Plus adds M4 London Gateway

Hot on the heels of Henlys Corner, Outdoor Plus launches the only landscape digital opportunity on the M4.

The state of the art high-resolution screen launched on Monday with campaigns from Virgin Media & TSB.

Targeting traffic travelling into the capital from Heathrow, and the affluent regions to the West of London, the site delivers a fortnightly audience of over 1.2 million.

The elevated screen gives brands an opportunity to showcase on one of the busiest roads into London.

Grant Branfoot, Sales Director at Outdoor Plus, said: “Our digital offering is the most advanced in the market so we’re proud to be the only DOOH media owner offering a landscape digital screen on the M4 London Gateway.

The roadside site provides a great space for advertisers to harness the attention of both international audiences and Londoners travelling between Heathrow and the city.”


Romania: Investments in outdoor advertising, up by 6% in Romania

The investments in outdoor advertising increased by 6% in the first half of the year compared to the same period in 2014, reaching EUR 27 million (in rate card terms), according to the Romanian Transmedia Audit Bureau (BRAT).

The sectors which generated the biggest outdoor advertising sales in the first six months of 2015 include the retail and telecommunications.

The financial sector increased its outdoor advertising spending by 45% compared to 2014 and Dutch group ING was one of the top clients.

The three top players in the outdoor publicity industry attracted 60% of all investments. Euromedia Group ranks first, making EUR 8.5 million from selling outdoor advertising space.

The values presented by BRAT are based on rate card prices. The actual amounts spent may be lower.


UK: OMC's Alan Brydon to Stimulate Medium Growth with IPAO Alliance

Rapport sat down with the Outdoor Media Centre’s new CEO, Alan Brydon , to discuss everything from the performance of Route analysis, to family life.

You have been at the helm of the Outdoor Media Centre for a few months now. If you could promptly change one thing about the industry, what would it be?

I actually think the industry is in fantastic shape. The key thing is to get more people at advertisers, media agencies and creative agencies to have all the benefits of OOH, and all the exciting things that are happening in the medium more front of mind. To a degree, we’ve kept some wonderful secrets, and that’s what I and my team intend to change! You come from a non-OOH background.

What are your first impressions having had a chance to now see it from the inside?

I was quite heavily involved in all Havas’s OOH work so I was already very impressed by what I knew of the medium. But I have quickly realized that I only knew a small proportion - the quality of insight and thinking at media owners and specialists is really impressive. I knew it existed through my dealings with some media owners, but the breadth of clever and innovative thinking across the medium is truly impressive.

One of the OMC’s core values is centered on building strong relationships with media owners across the out-of-home spectrum. How do you ensure that the company’s culture and its activities are aligned to fulfil this?

To be clear, our relationships will be strong with media owners AND specialists. They are already, actually. I don’t think it’s difficult – it is about communication, dialogue, openness and honesty. Many years ago I worked on the Bob Hoskins BT campaign with the endline ‘It’s good to talk’, and that seems pretty good advice to me.

Full interview here

UK: Storm kicks off intensive expansion with three new London sites

- Clear Channel UK’s premium digital brand, Storm, announces new sites in Billingsgate, Lambeth and Shoreditch.

– Site launches mark beginning of intensive growth for Storm over the next few months.

– New Lambeth Palace Road site has been developed in partnership with Lambeth Council, Guy’s and St Thomas’ charity and Old Paradise Yard as part of an effort to enhance the urban environment.

Out of Home media giant Clear Channel UK has kicked off a period of rapid expansion of its premium digital brand, Storm, with the addition of three new hand-selected London sites, launching on the 10th August in Billingsgate, Lambeth and Shoreditch.

The Billingsgate screen is located in front of Canary Warf and reaches major traffic flow from East London towards Docklands, The City and Central London, as well as residents of the vibrant Tower Hamlets area. The site features a stunning bespoke ‘fish scale’ design which appears to shimmer in the wind, paying homage to the famous Billingsgate Fish Market nearby.

Also launching is Storm’s Lambeth Palace Road screen, located next to Lambeth Palace and in close proximity to Westminster and Parliament, which brings a digital large format opportunity to the area between Vauxhall and Waterloo, targeting Southbank and the London Eye.

The Lambeth Palace Road site has been developed in close partnership with Lambeth Council and Guy’s and St Thomas’ charity as part of an effort to enhance the urban environment. The Lambeth Palace Road site features a unique wooden design – the first of its kind in the UK. The site incorporates a planting system and walkway designed in conjunction with the Old Paradise Yard, a project led by EAT WORK ART who regenerate previously derelict spaces into innovative communities for creatives.

Old Paradise Yard will be maintaining the planters with seasonal plants, shrubs and vegetables and the site itself has been designed as an extension of existing community gardens. The new Lambeth Palace Road site design complements the surrounding area and has been created to rejuvenate a space that has been the target of anti-social activity in the past.

Storm’s Shoreditch screen, located in the heart of East London on Shoreditch High Street, targets traffic flow towards Liverpool Street and offers advertisers the opportunity to reach a valuable audience of young and trendy urbanites in the area. A stone’s throw from Shoreditch Station, bordering Bethnal Green, Brick Lane and Spitalfields, the new site is in close proximity to fashion and socialising hotspots in Shoreditch as well as famous Tech City and pop-up mall, BOXPARK.

These three new sites are accelerating Storm’s expansion, which began earlier this year as part of Clear Channel UK’s major digital expansion, boosting the iconic digital presence in South and East London and complementing a comprehensive offering in the West and North of the capital. The additions bring Storm’s current portfolio to twenty – nineteen of which are in London – with further sites to be announced soon.

Aimee McKay, Managing Director at Storm, said: “We’re delighted to be launching the latest London Storm sites in Billingsgate, Lambeth and Shoreditch. I’m particularly proud of our collaboration with Lambeth Council and Guy’s & St Thomas’ charity to revitalise the area. Storm is the UK’s most flexible and creative digital Out of Home media owner and these are the first of many announcements, as we will be rapidly expanding our nationwide network soon – watch this space”.


Switzerland: Digital Invitation Extended to Swiss City Dwellers

Swiss creative agency Jung von Matt/Limmat AG found a remarkably novel and personal way to connect with commuting customers at Zurich Central Station via digital signage installations on behalf of the Graubünden tourism organization Graubünden Ferien.

Launched with insight derived from the 2014 Job-Stress Index that suggested urban city dwellers are increasingly suffering from stress due to their fast-paced routines, Graubünden decided to invite them for a daytrip to Vrin — a relaxed mountain village near Zurich and one of Switzerland’s prime holiday vacation spots.

A kind-looking, bearded man from Vrin appeared to commuters on well-paced Clear Channel signage at the train station and began picking people out of the crowd and communicating in real time.

At first, people were caught off-guard and reluctant to believe they were engaged in a live exchange. Shortly after, the prospect of an alpine getaway seemed to entice.

As the video below shows, the man from Vrin even agrees to call bosses and teachers to excuse them from their prior engagements before promising an afternoon snack in the country and printing them a train ticket for the day.

Watch the video here



USA: Royal Caribbean International Installs Daktronics Displays on Robots

Quantum of the Seas and Anthem of the Seas bring first-of-its-kind video experience to the high seas

Royal Caribbean International partnered with Daktronics of Brookings, South Dakota, in conjunction with Robotic Arts and ABB, to implement a never-been-done-before visual experience for their new Quantum Class cruise ships. Anthem of the Seas made its first voyage on April 22, 2015 with the visual spectacular first showcased on the maiden voyage of Quantum of the Seas in November 2014.

Daktronics worked hand-in-hand with all parties involved from the initial concept through the final installation to provide a first-of-its-kind experience now available on cruise ships and known as RoboScreens. These robot display systems contain such complexity and intricacy that they are only bested by the robots on Mars.

“We were looking to develop the next big ‘WOW’ feature for the Quantum Class and after initiating concepts with ABB and Robotic Arts, it became apparent that selecting the best display solution would be a critical element,” said Christopher Vlassopulos, superintendent of SLVR and architectural lighting for Royal Caribbean International and Celebrity Cruises. “Because a robotic visual screen had never been implemented on a ship, there were numerous concerns about the technical viability, long-term reliability and overall quality. We were pleased to meet Daktronics, who then utilized their engineering and US-based facility resources to work as partners in the successful design and testing of the RoboScreen concept.”

Six LED video displays were mounted to robots in Two70, which is named for its magnificent 270-degree panoramic sea views provided by vast, floor-to-ceiling glass walls that span almost three decks high at the stern of the ship. This multi-level great room seamlessly fuses entertainment and technology to create a transformative journey for guests from morning to night. The displays can be moved, turned and rotated in coordination with custom-made 3D animations and video signals. Each display features 4 millimetre line spacing and measures approximately 1.22 metres high by 2.13 metres wide for over 15 square metres of display space in each club.

Two70 transforms into unique entertainment spaces in the evenings with the LED video displays serving as the focal point. The movement allows for multiple abstract shows making for an amazing entertainment experience.

“The results have been fantastic,” added Vlassopulos. “Daktronics has been a solid partner for these ships as well as a number of other Royal Caribbean ships for which Daktronics has installed outdoor SMD LED screens. We’re very pleased with the quality and reliability of the product and, just as importantly, the response and the quality of customer service.”

Daktronics also provided an outdoor LED video display on the pool deck of each ship. The displays measure approximately 3.66 metres high by 7.01 metres wide and feature 10 millimetre line. They are largely used as a poolside movie screen to provide entertainment to passengers, but can also be used to provide passengers with important information and announcements.

“Daktronics is proud to be part of this groundbreaking project from the initial idea through extensive testing and working with everyone involved to make this project a reality,” said Peter Dunkle, Daktronics sales representative. “It is critical that LED displays withstand all the different structural, environmental and weather-related aspects that are inherent on cruise ships, including superior brightness to maintain visibility in high ambient light conditions. Daktronics product engineering groups have developed products that meet and exceed the requirements for open sea applications. We’re excited to be able to provide a solution for this important customer application and for the unprecedented RoboScreen project.”

All of the displays on each ship feature SMD (surface-mount device) 3-in-1 LED technology that has been tested past the point of failure in Daktronics unmatched reliability lab. These displays are proven to be reliable in all types of weather and climates, including the moist and salty environment provided by the high seas.

USA: Metropolitan Transportation Authority Extends New York City Subway Advertising Contract with OUTFRONT Media

OUTFRONT Media Inc.announced last week that it has entered into an agreement with the Metropolitan Transportation Authority (the "MTA") to extend its existing transit contract for providing advertising services throughout the New York City subway system from December 31, 2015 to December 31, 2016, unless earlier terminated by the MTA on or after July 1, 2016.

"We are pleased to announce this extension to our existing subway advertising contract," said Jeremy Male, Chairman and Chief Executive Officer of OUTFRONT Media. "For nearly 75 years, we have been a trusted partner of the MTA and we are looking forward to continuing our strong financial support of its vital service to New York City.

We are also excited to introduce transformational new digital technology into the New York City transit systems that will modernize the physical landscape while enhancing the customer experience through engaging new advertising and communications."


Canada: AllOver Media makes another buy, acquiring Social and Family Divisions of Zoom Media

AllOver Media, LLC, a portfolio company of Audax Private Equity and the largest alternative out-of-home advertising platform in the United States, today announced the purchase of the Social Indoor and the Family Network Divisions of Zoom Media. Assets of the Social Indoor Network include static poster facings and digital screens across 1,600+ venues and 20 DMA’s, including sports bars, restaurants and clubs. The Family Network consists of backlit billboards, digital screens, floor clings and other customized media formats at more than 350 sports and recreation centers, including arcades, bowling alleys, roller skating facilities and more.

Both Zoom and AOM have deep roots in strategic indoor place based media. Zoom Media started initially as a school project by a University of Quebec student in 1991 and quickly became a major player in the indoor media field, branching into the US in 1998 and later into Europe. Today Zoom Media is the global market leader in ad-supported video platforms in the fitness industry with its Zoom Fitness Network.

With this acquisition, AOM becomes the only nationwide provider of gender-specific place based media. AllOver Media built its foundation with AJ Indoor in 1987 and gained its first major advertising agency partners in 1989. Through the years, products have been refined and added, but the essence of the indoor ad industry remains the same – as an instrument to engage a captive audience. Beyond the current static and digital advertising opportunities is a wide array of bar media options, including pint glasses, coasters, table tents, mirror clings, wallscapes and more. Experiential, promotional and couponing round out the field and provide opportunities for testing and tracking. The only barrier is how creative an advertiser can get while promoting their brand.

“Since founding AllOver Media in 2002, we have focused on developing and deploying a diverse set of advertising mediums at high-traffic indoor and outdoor venues throughout the United States,” said Tony Jacobson, AllOver Media CEO. “This acquisition strengthens and expands our current Indoor portfolio and makes us the clear leader in the space, which compliments our industry leading status in convenience store and truckside media as well. This deal is 20 years in the making and is personally an exciting time.”

“We are very pleased that our friends at AllOver Media have purchased the Social and Family networks. This transaction enables both parties to focus on their respective core strengths; Zoom has completed the sale of our non-fitness networks and is now 100% focused on the active lifestyle category across the US, Canada and the UK,” shared François de Gaspé Beaubien, Zoom’s Chairman & CEO.


USA: IPG Taps Cooper As Global Chief Of OOH Shop Rapport

IPG Mediabrands has promoted Mike Cooper to global president and CEO of the firm’s out-of-home planning and buying agency, Rapport. The role is new at the agency.

Cooper will continue in his current position as president of the agency’s North America operations. Cooper has been with Rapport since 2012, when he led the launch of the North America division. With the promotion he will report to Jim Hytner, Chief Operating Officer, IPG Mediabrands. Previously, he reported to Brian McMahon Global CEO of Orion Holdings, which oversees a number of units including a corporate trade operation, investment and printing businesses and other specialist firms. Rapport also was overseen by Orion Holdings, but has now been spun out as a separate unit within IPG Mediabrands.

Cooper is tasked with maintaining the growth of Rapport’s presence around the globe in new and existing markets. Before joining Rapport, Cooper held roles at BSkyB in the UK as director of project management and earlier as managing director of business consulting firm IPM UK. Hytner commented, “Rapport North America opened less than two years ago, yet already under Mike’s leadership it has a clear path and vision.”

Added Cooper: “I’m extremely eager to build on the work that we’ve done to date and to begin to consolidate Rapport as one the biggest operators in the OOH area.”


USA: New Study Highlights Effectiveness of Digital Billboards

Travelers Notice Digital Billboards with High Levels of Recall

Digital billboards generate high recall for ads and positive consumer attitudes, according to a new study conducted by Nielsen. Three out of four (75%) respondents recalled seeing a digital billboard in the past month and 60 percent noticed one in the past week, according to Nielsen's survey of those who traveled roadways with digital billboards.

More than half (55%) of travelers who noticed a digital billboard in the past month were highly engaged, recalling the message on the screen every time or most of the time they passed by a digital billboard. More than eight out of 10 (82%) recalled advertisements in the last month, 35 percent noticed AMBER Alerts or missing children alerts, 24 percent recalled community information, and 18 percent noticed weather alerts.

“This detailed study highlights the effectiveness of digital billboards for businesses to communicate with consumers and for communities to reach the public,"said OAAA President & CEO Nancy Fletcher.“Consumers are paying attention to the information presented to them and acting on it, whether they are drawn to a location featured on an ad, discussing the ad with friends and family, or attending an advertised event.”

The study showed brand recall is high among travelers who notice digital billboards. Nielsen tested six campaigns in five major US markets and found that travelers recalled seeing at least one specific digital billboard ad from 74 to 89 percent of time. Top performing brand categories included entertainment, gaming, quick-service restaurants, recreation, and televised sporting events.

The study also gauged consumer attitude toward digital billboards, finding the majority of respondents appreciated the advertising platform. Seventy-two percent think digital billboards “are a cool way to advertise,” 65 percent think the medium is a “good way to learn about new businesses in the area,” and 61 percent agree digital billboards are “a good way to learn about sales and events.”

The majority of respondents feel ads stand out more or just as much on digital billboards compared to other ad media. Seventy-one percent said “ads on digital billboards stand out more than ads online,” and 46 percent feel the same related to TV ads.

Travelers are also impressed with digital billboards’ immediacy and ability to communicate timely, relevant information, with 70 percent agreeing the medium provides current and important information.

“Digital out of home is part of advertising’s future, and digital billboards offer brands a quick and flexible solution to target today’s mobile consumer,” said Stephen Freitas, OAAA chief marketing officer. “Communities are impressed by the medium’s ability to drive awareness and business.”

Commissioned by OAAA, the report analyzed 1,256 online surveys with US residents age 18 or older who lived in and around five major cities – Atlanta, Cincinnati, Minneapolis, Phoenix, and Tampa.

Respondents were screened for having traveled on specified roads containing digital billboards within the past 30 days. Ad recall was tested for 30 OOH advertising campaigns running on select digital billboards in these markets (six brands per market).

Nationwide, there are 6,100 digital billboards, according to OAAA.




Australia: Adshel announces launch of world’s first national digital street furniture network

Adshel today announced that its soon-to-be launched network of digital screens in Australia will be the world’s first national digital street furniture network.

Called Adshel Live, the network will comprise of 270 digital screens located across all of Australia’s major metropolitan cities. It will go live in October 2015.

Reaching over 28 million contacts per week, Adshel Live will give advertisers the unique opportunity to create out-of-home campaigns at eye-level that combine dynamic messaging with contextual relevance while engaging large audiences at prime locations across Adshel’s national network.

Adshel chief executive Rob Atkinson said: “Adshel Live will translate and combine the power of dynamic messaging and contextual relevance to any brand campaign ensuring greater engagement, impact and campaign effectiveness. No other outdoor advertising provider will be able to provide the scale and consistency of format that we will be able to with Adshel Live.”

Clear Channel International’s chairman and chief executive officer, William Eccleshare said: “The future of outdoor advertising growth internationally is in digital out-of-home technologies and innovations. It pushes creative boundaries and gives advertisers the opportunity to communicate their messages in a flexible, real time and dynamic way. I applaud the Adshel team for being the first in the world to launch a national roadside digital street furniture network, spearheading this innovation to market.”

APN News & Media chief executive officer Michael Miller said: “With Adshel Live, Adshel becomes the national leader in roadside digital out of home with more digital screens than any other out of home company. Adshel Live’s network will give advertisers truly national coverage with the ability to broadcast local messages in new and creative ways.”

Adshel has also launched a trade marketing campaign to promote the value of the network for advertisers and marketers.

The campaign, which is titled ‘Relevance at Scale’, aims to inspire marketers, their media planners and buyers, as well as their creative agencies, on how best to utilise live data to plan and create an effective digital out-of-home campaign. It will also be supported by a microsite which can be found at adshellive.com.au.

Adshel group sales & marketing director David Roddick said: “Adshel Live continues our leadership in innovation and creativity following the launch earlier this year of our beacon network and our digital street furniture network in Auckland. The outdoor industry’s strong growth continues to be driven by digital out-of-home as advertisers realise the benefits and effectiveness of the medium. Adshel Live will be able to deliver both incredible control for advertisers and extreme relevance for consumers at unprecedented scale.”

The launch of Adshel Live in Australia follows the roll-out of Adshel’s network of digital street furniture in Auckland earlier this year.

Adshel is a joint venture between APN News & Media and Clear Channel International.



Russia: Kinetic launches in Russia, Ilya Cheredin appointed CEO

Global out-of-home media agency Kinetic Worldwide has announced it is expanding its operations in Russia. The agency, part of WPP’s tenthavenue group, will open in Russia on 1 August.

The new office will be headed by new chief executive Ilya Cheredin, who joins from his role as sales and marketing director at Poster Group.

David Payne, chief executive of World Markets at Kinetic Worldwide, said: “This is a hugely exciting expansion for Kinetic Worldwide and we are thrilled to be bringing our unique expertise and know-how into this arena. We will be able to offer clients in Russia an enormously rich experience and we look forward to many exciting new opportunities over the coming months and years.”

Cheredin added:

“I have long been impressed with Kinetic’s approach and expertise and to join the team as it launches in Russia is a fantastic opportunity. Although OOH is facing some significant challenges, we believe that Kinetic has the capabilities to utilise the great potential of the Russian market. I’m looking forward to further establishing Kinetic as the industry leader in this field.”

In December last year, the agency expanded its Kinetic Active division into China, Southeast Asia and India. Kinetic Active, a full-service creative and production studio in Asia, launched in 2014 in the US and the UK and already works with clients such as Argos, Dove and 3Mobile.