FEPE Out of Home News 30th June 2016

FEPE Out of Home News 30th June 2016



UK: Havas rolls out new global OOH digital network Adcity

Havas is launching a new global out of home and geolocation network, Adcity.

Adcity has been running for two years in France and will now include operations across 35 offices with 300 local experts across Europe, Asia, North America and Latin America. The global rollout will see new offices opening in Europe, US and Asia. Adcity will work with other Havas companies including Socialyse (urban communities), Mobext (cross mobile activation) and Ecselis (performance marketing).

Havas Media France MD Matthieu Habra will lead the the new network. Prior to joining Havas Habra held senior roles as Aegis-owned OOH specialist Posterscope and Posterconseil-owned digital OOH operator Screenbase, both in France.

Habra says: “With its vision of audience planning, Adcity offers clients a data-driven approach thanks to its exclusive, proprietary technology platform Adcity Solutions, now deployed internationally. Adcity Solution integrates consumer socio-demographic, behavioral, mobility and media data to more efficiently accompany clients through a perfect understanding of their business challenges and their consumers at their most granular geographic level in each country.

“The exponential increase in the digitalization of media, the arrival of new technologies, and real-time data have profoundly transformed the way we approach OOH and local communications. Adcity will further enhance its worldwide data approach, most notably with the inclusion of mobile data.”


UK: Data-driven #FeelWimbledon OOH campaign underway

British car maker Jaguar has launched its Wimbledon campaign using OOH advertising to amplify excitement around the annual tennis event.

#FeelWimbledon has been deployed across JCDecaux's London Digital Network, Roadside Large Format sites and Waterloo Station media until July 10, according to a press release from JCDecaux. Jaguar's #FeelWimbledon campaign at Waterloo station will keep commuters updated on the tennis action from the tournament via displays across what JCDecaux said is the biggest indoor screen in Europe.

The campaign will also run on the station's brand immersion zones, Transvision and D6 screens, banners, as well as floor media, which will direct commuters to a bespoke virtual reality stand, which places users in the shoes of Jaguar U.K. brand ambassador and British tennis star Andy Murray.

Full story here

UK: Exterion Media Retains Translink Contract in Northern Ireland

Exterion Media Northern Ireland has successfully retained its contract with Translink until 2022. The announcement follows the decision by Translink to exercise its option to extend the contract by a further 5 years.

The 2012 public procurement process saw Exterion Media being awarded the Transit Out-of-Home business. Translink operate public transport on Metro and Ulsterbus services across the towns and cities of Northern Ireland. Exterion Media will manage and operate all external and internal vehicle advertising assets across the 1,360 bus fleet.

The leading Out-of-Home company has introduced innovative new advertising formats during the tenure of its contract management over the past 18 years. Translink’s appointment of Exterion Media for a further five years will see the media owner roll out new Out-of-Home solutions for effective audience engagement.

Full story here

Switzerland: Raphael Bratschi – a new face at APG|SGA: the market leader driving the link between out of home and mobile media

APG|SGA has recruited Raphael Bratschi, an experienced industry expert and specialist with a track record, to expand its activities in the mobile media, interaction and data collecting segment. Raphael Bratschi will take up his post at the Swiss market leader for out of home advertising on 1 September 2016.

APG|SGA is stepping up its activities in the field of mobile media, user activation and data collecting. Back in 2014 the company introduced the «Double Impact» product, enabling posters to be combined with mobile devices by an advertising banner. And recently it successfully launched the «Guess why beacons» pilot project with the loyalty app poinz and Swisscom.

APG|SGA is convinced that mobile Internet use in the context of analogue and especially digital out of home advertising will result in new, interactive forms of advertising as well as develop innovative and data-based ad-triggering options – in particular with a view to program planning. «The location and relevance of played advertising content are becoming increasingly important. We see unique opportunities in linking our advertising media to mobile devices», comments Markus Ehrle, CEO APG|SGA. Raphael Bratschi knows the out of home advertising business.

From 2008 until 2010 he worked for APG|SGA as a key account advisor. He then worked at various companies for the digital advertising market. Since autumn 2014 he has worked at Adwebster AG as Sales Director & Business Development. Raphael Bratschi will take up his post at APG|SGA on 1 September

UK: Trevor Beattie named as chairman for this year's international Creative Out of Home Awards

Trevor Beattie has been announced as the chairman for this year’s Creative Out of Home Awards. ‎

The founding partner at Beattie McGuinness Bungay will join Rik Moore, head of creative strategy at Havas Media, Dino Burbidge, director of technology and innovation at WCRS, and Rosh Singh, director of digital innovation at Kinetic Worldwide, on the judging panel for this year’s awards which have opened internationally for the first time.

Beattie, who has previously served as a guest editor at The Drum, said:

“Having spent an inordinate amount of my waking hours recently working as its guest editor, I can safely say I’m a huge fan of The Drum. “I like the way it speaks, I love its attitude and I’m proud to have my name associated with it. I’ve also been a lifelong fan of what were once called “posters” but must now be deemed “Out Of Home”. You don’t get to Skip Ad with a poster; it’s a street performer. The oldest yet the newest form of advertising out there.”

To mark the new international focus of the Creative Out of Home Awards The Drum has partnered with global association of outdoor advertising bodies, FEPE International, who come on board as a sponsor.

Full story here

Ireland: Billboard advertising spend increases by 10%

Out of home advertising changes with the weather Mid-year figures for out-of home advertising will show a 10 per cent increase in spend, according to Gráinne Dillon of Kinetic.

The top categories are retail, drink, household services, food and entertainment, while the top advertisers are Diageo, McDonald’s, Sky, Virgin Media, Coca-Cola and Heineken.

There’s been a renewed interest in large-format billboards said Dilleen – spend on 48 sheets suffered during the recession – but they are back in the mix for brand-awareness campaigns. And outdoor is fighting back against the pull of device-driven, small-screen digital advertising with digital outdoor out of home (with the unfortunate Homer Simpson-esque acronym “Dooh”.

Full story here

UK: Group M warns of Brexit hit to ad revenues but dismisses fears of 'catastrophe'

WPP's Group M has warned advertising growth will slow in the UK because of Brexit but has dismissed the threat of "economic catastrophe".

Adam Smith, futures director at Group M, Britain’s biggest media buyer, said brands will "invest less" because of the uncertainty, but maintained it will be "a difference of degree, not magnitude". He declined to issue a revised forecast for 2016 UK ad revenues at this stage because it would be "speculation".

However, he suggested traditional media such as print and TV would be likely to bear the brunt as internet advertising continue to enjoy "forward momentum".

WPP’s media investment arm last week forecast 6.3% growth in 2016 for UK media spend – prior to the Brexit vote result – and warned then that revenue growth had already slowed slightly since the start of the year, because of the uncertainty surrounding the referendum.

Despite two days of stock market and currency turmoil since the vote result on Friday morning, Smith said: "Group M forecasts that the UK faces no new economic catastrophe in the wake of the EU referendum – the new uncertainty is principally administrative and political rather than economic.

Full story here


USA: ‘Rainbows on his mind’: Times Square billboards announce America’s first LGBTQ national monument

Last week, President Obama and family visited Carlsbad Caverns and Yosemite National Park to celebrate the upcoming centennial of the National Park Service, promote the administration’s “Every Kid in a Park” initiative, warn against the dangers of climate change (obviously), and, in a low-key way, promote diversity and inclusion, noting that the beauty of the National Park System is that “it belongs to everybody.”

It was two years ago when Secretary of the Interior Sally Jewell announced a study to identify places associated with LGBTQ Americans for inclusion in National Park Service parks and programs, and the president finally came through in a big way Friday by designating the new 7.7 acre Stonewall National Monument in New York City, site of the 1969 riot known as the Stonewall Uprising.

Though the announcement was made via a press release Friday, a much bigger splash was made in New York City beginning Saturday at noon, when billboards in Times Square began looping a video produced by the White House.

Full story here

USA: Clear Channel Airports Signs Agreement with Minneapolis-St. Paul International Airport

New Deal Marks Clear Channel Airports as The First Media Company in over 13 years to Offer Terminal-Wide Advertising Solutions to MSP Advertisers

New Media Will Include State-of-the-Art Digital Assets to Attract National, Regional and Local Brands Targeting MSP’s Diverse Passenger Base, from Leisure Travelers to C-Suite Executives

Clear Channel Airports, a brand division of Clear Channel Outdoor Americas, and a subsidiary of iHeartMedia Inc., today announced it has signed a new 10-year partnership with the Metropolitan Airports Commission (MAC) for the advertising concession at the Minneapolis-St. Paul International Airport (MSP). CCA becomes the first media company in over 13 years to offer a singular, comprehensive advertising platform enveloping the entirety of MSP’s Terminals 1 and 2, reaching all 36 million passengers who pass through the airport annually.

This agreement makes CCOA the premier out-of-home media provider in the Twin Cities, offering brands 53 strategically placed roadside digital billboards across the region including recently built digital signage on airport property at MSP.

Full story here

Brazil: Almap BBDO Outdoor Cannes Winner Accused of Being Sexist

An Almap BBDO Brazil outdoor ad for Bayer aspirin has stirred some controversy after being awarded a Bronze Lion at the 2016 Cannes International Festival of Creativity in the Outdoor category.

The ad in question seemingly makes joking reference to non-consensual filming of a sexual act. It depicts two boxes of aspirin with the text:”‘Don’t Worry Babe, I’m Not Filming This’.Mov” — the assumption being that it alludes to a video file. Yikes.

Full story here

USA: OAAA: Why Revenue, Ad Spend Reporting Are Critical to OOH Growth

By outpacing all advertising media other than digital media (mobile, social, online), the OOH industry has now posted 24 consecutive quarters of growth and is positioned to remain number two in total growth among core media through 2016, according to Magna Global.

As OOH continues to increase ad spend revenue, our industry needs to become as transparent as possible to further engage advertisers. Revenue performance is one of the most critical forms of measurement available to benchmark our success.

• How do we measure the OOH industry’s share of all ad dollars?

• How can we assess the success of initiatives the OOH industry implements?

It comes down to accurate revenue reporting. Without accurate reporting, the story of the medium’s trajectory will be incomplete. Success, and momentum, can only be defined if progress is reported, and recognized. To accomplish this, each OOH media company must do its part for the industry to be counted as a significant player in the media world.

Full article here

USA: Renowned museum constructs OOH campaign brick-by-brick

The Museum of Science and Industry – inspired by its Brick by Brick exhibit – has placed architectural spectacles front and center throughout the Windy City.

With a full-build shelter on Michigan Avenue which looks as though it is made entirely out of LEGOs and which features a LEGO bus stop sign and LEGO bird perched on the roof, the museum is offering a glimpse into the marvelous LEGO-created world of Brick by Brick.

The Museum of Science and Industry built on this foundation with additional showcase shelters filled with LEGOs and is offering free admission to the exhibit featuring LEGO builds of well-known constructs such as the Golden Gate Bridge and the Roman Colosseum to those passers-by who correctly guess the number of LEGOs within the showcase boxes!


Canada: Attention to OOH Remains High as Consumers Disengage from Other Media

A new study reinforces the challenges in reaching Canadian shoppers, particularly millennials age 18-34. The 2016 BrandSpark Canadian Shopper Study* found that almost one-half (48%) of millennials report using ad blocking software to avoid online ads on their desktop or mobile device.

The research also showed the millennials are spending less time with TV and print; digital versions of magazines and newspapers have limited reach within this age group.

Robert Levy, President BrandSpark International had this to say “while many Canadian shoppers and millennials are blocking digital ads and spending less time with TV and print, attention and recall levels for OOH remain stable for reaching shoppers along the path to purchase.”

For further information on the study please click here.


Australia: oOh!media acquires Junkee Media for next chapter of its digital strategy

Diversified location based media company oOh!media Limited advise that it has entered into an agreement to acquire privately-owned on-line content and publishing company Junkee Media Pty Limited. The acquisition reflects oOh!’s end to end digital strategy to increase consumer engagement and drive advertiser return on investment.

Junkee Media is one of Australia's fastest growing and most innovative Millennial focused new media companies. Its online publications – Junkee, inthemix, FasterLouder and native content platforms AWOL and The Cusp - attract more than 1.25 million Australian unique visitors a month and reaches more than 5.5 million Millennials through its social channels every week.

The agreement will see oOh! acquire 85% of Junkee Media for $11.05m (equivalent to a valuation of $13.0m for 100% of the company), with a right to acquire the remaining 15% of shares from the three remaining Junkee Media shareholders. The acquisition is subject to satisfaction of customary conditions precedent and will be fully funded by debt using oOh!’s existing facilities.

The acquisition is expected to be Adjusted EPS accretive within the first year of ownership excluding transaction costs.

oOh! Chief Executive Brendon Cook said oOh! has been acquiring assets that not only provide advertisers more targeted audiences but also build on its content capabilities as part of its digital and data strategy. The strategy was developed three years ago to deliver clients a media channel that combined the unmissability of Out Of Home advertising with an integrated mobile, online and social digital offering.

More here


South Africa: Capetonian bus passengers taken for a ride by phantom bike

BMW recently booked a single Primedia Outdoor bus shelter in Cape Town to use as a backdrop for a prank to promote the BMW S 1000 RR.

Once the bus shelter was installed with imagery depicting the S 1000 RR, and highlighting its ability to go from “0-100 in 3 secs”, FCB’s creative team rigged up the shelter to produce the sound of a motorcycle and an accompanying spray of water – exactly as if a bike had just cruised by at speed.

But there was no bike.

“Blink and you’ll miss it”

With the prank in place, the creative team then filmed the reactions of a series of perplexed Capetonians who “blinked and missed” the phantom vehicle.

According to Mike Barnwell, Executive Creative Director at FCB, the team behind the activation, “What we wanted to do was create a video that would be seeded online, where it would be viewed by the target market. Once we put the video up, it quickly went viral, which was fantastic.” (As of June 27, the YouTube video had earned more than 344 649 views).

On Facebook, the video was seeded from a page called Motorcycle Scene, where it was viewed 3.1 million times within the first three days.

“However, the fact that it earned over 70 000 shares during the same amount of time was more important to us: The way that we like to measure the success of a campaign, is by how many people were moved to want to share this piece of content”, says Barnwell.

“The BMW S 1000 RR activation caters to the public’s desire for genuinely entertaining content,” says Peter Lindstrom, Sales Executive for Primedia Outdoor. “From an out for home perspective, while the bus shelter advertising used here served primarily as a backdrop for BMW’s video, it has also been used by multiple digital and online companies, such as Groupon and Gumtree, as an immediate seeding platform for online and digital strategies in its own right.”

“What we find particularly exciting, is the huge range of possibilities offered by combining OOH and digital – and the full scope of creativity that this offers”, he says.

Watch the video here


India: Hoardings back, civic bodies say cops to blame

New Delhi: The municipal corporations have blamed the Delhi Police for reappearance of illegal hoardings which were removed earlier by them.

The corporations have claimed that one of the "major hurdles" in removal of these illegal hoardings is the failure of the police to act promptly. They have contended before the high court that wherever immediate action is required, complaints have been forwarded to Delhi Police, but "no action was forthcoming" from them.

A bench of justices Badar Durrez Ahmed and Sanjeev Sachdeva recently sought the police's response if it has taken any immediate steps to find a remedy. The corporations have been asked to file their status reports containing instances of inaction by police before the next date of hearing in August.

Full story

Japan: Smart Billboards In Japan Can Show Ads Based On Car Models Passing By

The vehicle recognition system was tested by Cloudian and Dentsu earlier this year, and it showed excellent results. Through the combination of deep learning and big data, the system was able to correctly identify the make and model of vehicles in traffic at a 94 percent rate.

The system was prepared by feeding its smart data storage system with pictures of used cars. There were as many as 4,000 images per make, model and year of vehicles. The system's programmers then repeated the process for no less than 200 vehicles, which is the number of vehicles that the system is able to correctly identify.

Full story here

Singapore: OOH: The fight to stand out on the red dot

Is Singapore ahead of the curve or stuck behind roadblocks when it comes to creative out-of-home advertising executions?

The digital out-of-home (OOH) landscape in Singapore has been pretty busy of late with bespoke executions offering a more integrated and real-time means of engaging with commuters. Although large segments of consumers are reachable through mobile and digital channels, a significant portion of any day is still spent outdoors, and this is where OOH advertising lays claim as a vital touchpoint.

According to Singapore’s Land Transport Authority (LTA), bus and rail ridership rose by 4.1 percent in 2015 to hit a daily average of 6.9 million. Despite the frantic activity, Kelly Khoo, CEO of Clear Channel Singapore (the nation’s biggest digital OOH media owner), doesn’t believe the island has hit peak in OOH. She points out that the medium will stand strong due to its ability to deliver communications to people “at the right time, in the right place and right mindset.”

Full story here