FEPE Out of Home News 31st March 2016

FEPE Out of Home News 31st March 2016


57th FEPE Congress in Barcelona: 57th FEPE Congress in Barcelona: Gala Dinner venue

We are pleased to announce that the 57th FEPE Gala Dinner will be held at the Codorniu wine making facility, just outside Barcelona.  

Codorníu is synonymous to the history of a family of winegrowers which goes back to the XVI century. It is the oldest family business in Spain and one of the oldest in the world. It now has 450 years of history behind it.

In 1895 Manuel Raventós, the man who launched Codorníu on a large scale, hired the art nouveau architect Josep Puig i Cadafalch (a contemporary of Gaudí) to expand the winery. The building he built symbolises the fruitful alliance between nature and human labour and is a homage in stone to the silence of cava.

It was declared a Historical Artistic Monument in 1976 and constitutes one of the most impressive examples of architecture at the service of cava making and cellaring. Under the earth, in a labyrinth of underground cellars, is where Codorniu’s cavas have for over a century now undergone their second fermentation and aging at a constant temperature.

In 1872 Josep Raventós Fatjó made cava for the first time in Spain following the Traditional Method and using local grapes from the Penedés: Macabeo, Xarel•lo and Parellada. By doing so he started up an entirely new industry in the region and linked the Codorníu brand to the history of cava.

Our dinner will be in the cellars, with pre drinks either outside on the terrace or inside on the mezzanine level if the weather is unco-operative.

Speakers and panel members already confirmed are Tom Goodwin, James Murphy, Michel Sara, Mark Boidman, Bob Wootton, Annie Rickard, Nancy Fletcher, Rosanne Caron, Noomi Mehta, Alan Brydon, Tim Bleakley and Charmaine Moldrich.

FEPE Board members including Matthew Dearden, Tom Goddard, Christian Schmalzl, Shaun Gregory and Brendon Cook will also be moderating panels and facilitating sessions along with FEPE President Antonio Vincenti.

The 57th FEPE Congress, which will be held between Wednesday June 1st and Friday June 3rd 2016 at the Crowne Plaza Hotel, Fira Center, Barcelona.

Hotel rooms are more limited than in previous years, so we advise booking as soon as you can if you hope to stay at the Crowne Plaza

The link for the booking form can be found on the FEPE Homepage, at www.worldooh.org 

Further details will be announced in future newsletters.

UK: Shaun Gregory drives momentum at Exterion after Tube victory

It says a lot about Shaun Gregory as a leader that when Transport for London called him just after 4pm last Thursday to say Exterion Media had beaten JCDecaux to the £1.1 billion Tube deal, he ensured his staff heard the news before any external announcement or leak.

Gregory, who was huddled with a few lieutenants in Exterion’s offices overlooking Camden Lock to await TfL’s call, had arranged to send a text message to every member of staff. Regardless of whether the company had won or lost the most valuable out-of-home ad sales contract in the world.

"It reflects the kind of company we’re building that we wanted our people to know first," Gregory says, talking about openness and culture in an office where even the lift entrance is painted like Tube carriage doors in homage to Exterion’s top client.

Some say Exterion, which is owned by Platinum Equity, had it easy as the incumbent. But the team was up against JCDecaux, the world’s biggest outdoor media company, which won TfL’s bus-shelter contract last year.

"A lot of people in the industry had written us off, which reflects the fact the business that was acquired by Platinum was not in great health," Gregory adds, looking back to the days when Exterion was known as CBS Outdoor. "I saw it differently. I saw a business with a great opportunity, a business that was ripe for transformation, a sector that was ripe for transformation."

Exterion has retained TfL, he says, thanks to its "laser focus" on "fantastic consumer experiences" and because it has shown that it can make better use of technology, connectivity and data. It is partly why he describes Exterion as a media, not an outdoor, company – noting how it introduced Bluetooth-connected beacons and Wi-Fi on 500 London buses last year.

The new Tube deal has been expanded to include the London Overground, the Docklands Light Railway and Crossrail. The current contract is estimated to be worth £150 million a year – more than 15 per cent of UK outdoor. The new eight-year deal could hit £250-300 million annually as digital screens and London’s expanding population push up revenues.

Exterion and TfL will share the revenue, with TfL banking on getting £1.1 billion over eight years. The partnership is projected to generate close to £2 billion in ad sales.

Sheffield-born Gregory, the son of a builder and a nurse, comes across as down to earth. In a sign of his disciplined approach, his team visited all 347 of TfL’s stations and, when the team worked through the night on the bid, he joined them.

Gregory is proud of winning but says: "It’s a moment for the [outdoor] sector rather than for me. We have the opportunity to truly transform the sector." That means digitising more of TfL’s estate, introducing more connectivity via Wi-Fi and beacons, and making "more intelligent" use of data. "In three to five years’ time, the medium has the ability to unlock consumer revenues as well as ad revenues," he says.

Full article here

UK: Registration Now Open For The DailyDOOH Media Summit

FEPE member Clear Channel UK's Chief Marketing Officer Sarah Speake will be keynoting The DailyDOOH Media Summit this May in London, in an event that this year, seems to have a very creative, content and data driven theme.

Sarah is joined not by one, not by two, not by three but by FOUR content / creative / agency speakers who will all talk to varying degrees about Dynamic DOOH, targeted ads, personalisation and privacy.

Transport for London's bold approach to OOH will also be discussed by none other than John Pizzamiglio, Lead for Advertising Strategy Commercial Development Directorate at TfL who was instrumental in recently awarding the London Underground contract to Exterion Media.

Now in its third year, the event takes place on Tuesday May 17, 2016 in The David Lean Room, BAFTA, 195 Piccadilly, London W1J 9LN, as part of London Digital Signage Week.

Registration can be found here http://london2016.digitalsignageweek.com

Poland: Outdoor Ad Detects If You Have Fever

Take a thermo-selfie and show it to your boss as an excuse for not going to work

With the flu season in full swing, early detection of symptoms is a key to fast recovery. Theraflu wanted to create a tool which enables passersby to check if they have a fever quickly, without interrupting their daily commutes.

As a result, Saatchi & Saatchi/Interactive Solutions Poland and Saatchi & Saatchi Switzerland developed the world’s first outdoor ad with live thermo-scanner camera, which can check the body temperature of the person standing next to it in real time.

The thermo-ad also allows users to take a thermo-selife which they can download on the microsite or via a QR code and then share on social media using the hashtag #TherafluThermoscanner or even email to their boss to explain their absence. The first Thermoscanner was installed in Warsaw, Poland.

The technology used in this project is called thermal imagining, most commonly implemented in night visors. The very sensitive thermal scanning camera detects person’s temperature and an Android-powered app turns it into an interactive experience for the pedestrians.

Interactive outdoor ads let advertisers grab consumers’ attention in the space usually filled with other branded stimuli, from billboards to signboards. Major brands seem to appreciate the potential of personalized interaction that this type of advertising gives; earlier this month Reebok also decided to make the urban experience more fun by prompting passersby to sprint past an ad to unlock a pair of sneakers.


Switzerland: Jürg Rötheli steps down as CEO of Clear Channel Switzerland

After six years at the helm of Clear Channel Switzerland, CEO Jürg Rötheli considers the company solidly positioned in the Swiss market and well equipped for the coming years.

In view of this, he intends to put the company’s leadership into new hands. “This is the right time for Clear Channel,” he says. “So it’s the right time for me, too, to hand over the reins.”

“Clear Channel now offers a genuine alternative to the existing out-of-home advertising providers in Switzerland,” Rötheli continues, “and we are very proud of our work in achieving this.” Rötheli will hand over his CEO duties over the coming days, but will remain with the company in a consultancy role.

Whilst a permanent successor is found, Clear Channel's Chief Customer & Revenue Officer, Stefan Lameire, will assume the role of Interim CEO Switzerland in addition to his current responsibilities. He will continue to report into Matthew Dearden, President Europe.

Rötheli brought real competition to the Swiss out-of-home advertising sector

In just six years at the Clear Channel Switzerland helm, Rötheli – a former member of the Swisscom Group Executive Board – transformed the Swiss out-of-home advertising sector from a quasi-monopoly into a market offering genuine customer choice. It is an exceptional achievement, and one that has placed Clear Channel Switzerland in a strong position for the years ahead. Many Swiss cities (such as Zurich), Zurich Airport and a number of modern shopping centres have all put their faith in Clear Channel’s digital innovations.

Commenting on today's announcement,Matthew Dearden, Clear Channel's President Europe said:

"I would personally like to thank Jürg for his hard work and dedication over the last six years, and his contribution to the successful transformation of our Swiss business in particular. We wish him all the very best for the future."

UK: First Traffic-Reactive Campaign with Concur

In a media first, expense management experts Concur are running a reactive digital Out of Home campaign with Maxus and Kinetic on Storm’s Billingsgate Tower and Shoreditch High Street screens, targeting heavy traffic flow in East London hotspots – including Canary Wharf, Brick Lane and Spitalfields.

Real-time data allows Storm to monitor the average speed of traffic surrounding the screens and, when the speed drops below 20mph, the Concur campaign will display automatically – interrupting the existing ad schedule and reaching captive commuter audiences with a relevant message.

The campaign, which will reach thousands of commuters travelling in and out of London and is the first of its kind to run on the Storm network, will display at a time when people are most likely to absorb it.



USA: Watch People Climb Toyota and Saatchi's Insane RAV4 Rock Wall in Times Square Scaling new heights in NYC

We're three months into 2016, and it might be the year advertisers redefined the billboard. We've already seen obnoxious, stupid yet fun billboards that play with the form in delightful ways.

And last week, Toyota joined the list of major brands shaking up out-of-home with a scalable rock wall it erected right in the middle of Times Square.

The execution—a climbing wall on a billboard—created by Saatchi & Saatchi in Los Angeles, is not only the first of its kind in Times Square but also the tallest outdoor climbing wall ever built in New York City.

Last Wednesday, the automaker tapped novice climber Christina Fate, who serves as a rally car navigator for Team Toyota, to make the 120-foot vertical climb. The 6,000-pound wall took pro-climbers 10-15 minutes to vanquish; Fate did it in roughly 25 minutes.

Check out the video, in which Adweek caught up with Fate, as well as Saatchi's Erich Funke and Toyota's Jack Hollis, to see what rock climbing has to do with Toyota, and why the brand would want to put on an activation of this scale.


USA: AdSemble Launches Digital OOH Marketplace, Expands to New York, LA

AdSemble, an online marketplace for digital out-of-home (DOOH) media, announced the launch of a self-service marketplace that will enable advertisers to manage their entire inventory of DOOH media from AdSemble’s platform.

The company also announced their expansion into New York and Los Angeles markets. Before the expansion, AdSemble represented 277 sign locations in Chicago and San Francisco. The new marketplace will allow users to monitor campaigns, run analytics, view the locations of inventory and review the agencies they’ve worked with in the past. AdSemble CEO Matthew Olivieri said that many buyers and sellers still use essentially pen and paper to execute media deals.

Olivieri says he started his company to help solve the hyper fragmentation of the DOOH space and make inventory easily searchable. As that idea evolved, the company saw an opportunity to think about pricing as well. At the time, every network had their own ways of setting up flighting (Monday-Thursday, Sunday-Wednesday, etc.), different metrics, and different pricing.

So they built a standardized way of buying media, which Olivieri says, unlocked ad dollars.

Standardizing has had the added benefit of allowing most media providers to fill their inventory on a consistent basis as well, Olivieri says. A system of programmatic selling like this one has much the same problem that programmatic radio has: the available pool of inventory has a hard cap. AdSemble has worked with companies and brands like AOL, Samsung, Five Guys, H&R Block and the San Jose Earthquakes.


USA: Tunney Art Hits NYC to Celebrate Landmarks

Recording artist and native New Yorker Alicia Keys calls her hometown a “concrete jungle where dreams are made of,” describing the constant change that defines the city. I’ve witnessed New York City’s evolution firsthand and the incredible juxtaposition of cutting-edge ideas and technologies with age-old traditions and architecture. From One World Trade Center to the Statue of Liberty, our iconic skyline offers more than beauty; it’s a symbol of Manhattan’s rich history, diverse culture and bright future.

I can’t think of an individual who has made more of an impact on New York City than Barbaralee Diamonstein-Spielvogel, a longtime advocate for city arts and culture. It’s only fitting that Barbaralee is driving the commemoration of NYC’s 1965 Landmarks Law as the Founder and Chair of the NYC Landmarks50 Alliance. Their campaign, “Honor our Past, Imagine our Future,” is a testament to Barbaralee’s years of service and serves as an important message for all New Yorkers.

To take the Alliance’s mission to all New Yorkers, Barbaralee turned to the world-renowned artist, Peter Tunney. The goal was to highlight New York City’s landmarks on a grand scale and to make the campaign a part of the cityscape. Peter and I then hatched the idea of a large-scale billboard series featuring suggested phrases from Tunney's work, such as “Gratitude,” "Don’t Panic” and “The Time is Always Now” and comprised of artistic images of every NYC landmark building.

The original collages Peter made included hundreds of tiny cutout pictures from Barbaralee’s astoundingly comprehensive book, The Landmarks of New York. Barbaralee loved our plan to gain more recognition for the group’s efforts and Peter set off to carry out the vision.

Peter worked with Outfront to select the billboard properties that will continue to display his artwork throughout 2016. Attention-grabbing locations such as Yankee Stadium (pictured above), the Manhattan Bridge and the West Side Highway maximize the exposure of his work to millions of New Yorkers and visitors.

I commend Barbaralee and the NYC Landmarks50 Alliance for their leadership in preserving the city’s architectural legacy and work to ensure its future. Outfront is certainly proud to join their mission and spread these important messages across the city.

The NYC Landmarks50 Alliance theme, “Honor Our Past, Imagine Our Future,” captures the essence of the preservationist movement -- protecting the city’s historical places and engaging new advocates who will ensure their continuity. Because of the Landmarks Law and the activism of the NYC Landmarks50 Alliance, diversity and culture continues to thrive and take on new forms. Peter’s billboards exemplify art’s ongoing impact on New York’s cityscape.


Canada: Daktronics gains retail platform in Adflow takeover

Daktronics, the U.S. supplier of large displays, has taken a surprising step to enhance its presence in retail digital signage through the acquisition of Canada’s Adflow. NASDAQ-traded Daktronics is probably best known for its sports scoreboards, digital billboards and other very-large-format outdoor screens.

But in taking over the Ontario-based firm, it gains a well-established digital signage platform – Adflow’s Dynamic Messaging System (DMS) – along with one of the sector’s best-established reputations. Adflow, founded in 2000, was one of the pioneers of the digital out-of-home sector in North America and has a long track record of installations, especially in retail.

Said Daktronics chairman and CEO Reece Kurtenbach:

“Adflow brings us an impressive list of existing customers and their interior and interactive offerings complement our current commercial business unit on-premise solutions. “Over the coming years, we plan to integrate our sales and market channel efforts and extend Adflow’s digital media platform capabilities to all Daktronics customer segments.”



Australia: Ooh!Media's tap payment billboards mark industry 'evolution'

In what it's calling an “exciting evolution” of outdoor advertising, Ooh!Media is using tap payments to support a fundraising appeal for veteran support group Walking Wounded.

The campaign sees Ooh!Media's excite screens, located in major shopping centres throughout Australia, accept donations for Walking Wounded using tap payment technology. Each screen allows Australians to make a $1.99 donation to the charity.

Ooh!Media CEO Brendon Cook says the appeal marks the first time out of home (OOH) has been used for a national campaign using tap payment technology built into an advertising panel.

He says it also marks a huge opportunity for advertisers in the sector.

“This is the first time that out of home has facilitated a national campaign of financial transactions via tap payment technology built into an advertising panel,” Cook says. “This technology has opened up a whole new range of possibilities for OOH advertising.”

Ooh!Media worked with Walking Wounded for its Million Dollar Pitch competition, held last year.

Creative agency BCM Partnership won with a submission with Walking Wounded that scooped it a prize of $1 million worth of OOH advertising from Ooh!Media.

The campaign follows on from an awareness campaign from BCM Partnership that has been running across Ooh!Media's assets, featuring stories of Australian soldiers who took their own lives.

Walking Wounded CEO and founder Brian Freeman says the awareness campaign has resulted in 11 returned veterans and 50 families reaching out to the organisation. The aim of this new campaign is to collect donations to support returned veterans suffering from trauma to reintegrate with society. “The only way we can address this serious problem and cut the significant rate of suicide, is for us to be out in the community, engaging with these wonderful people and getting them the help they need,” Freeman says.

“But this does need funds and resources and that is why Walking Wounded is appealing to the Australian community to donate via this national campaign.” It follows Ooh!Media's recent tie up with Quantium, which sees it add Quantium's transaction and behavioural data to its existing data insights and audience profiling tool. It's not the first time tap payments have been used for charity donations in the OOH sector. Last year, VMO and Mars Petcare launched the "Feed the Good" campaign for the Pedigree brand, encouraging consumers to make $2 donations to PetRescue using micropayments. At that time, Mars called the technology an Australian-first.

Similarly, GPY&R Melbourne's 'Donation Posters' campaign for Public Transport Victoria, which won numerous awards at Cannes last year, allowed commuters to donate to youth homeless charity Ladder, using OOH terminals.



Nigeria: Outdoor Advertising Companies to Shut Down Due to Buhari/Ambode Election Debts

More than 70 outdoor advertising companies contracted to handle the Akinwunmi Ambode/Muhammadu Buhari campaign billboards in Lagos are allegedly still waiting to get paid their dues from the All Progressives Congress, APC.

“The companies that ensured that Buhari and Ambode billboards took over 95% of the available billboards in Lagos have not been paid up to 5% of their payments for the job,” some frustrated practitioners lamented to journalists in Lagos.

The outdoor advertisers said they were invited by the former LASAA MD, George Noah during the election campaigns to do the jobs but only one or two who insisted on being paid were paid partially, with more than 70 companies remaining in limbo.

“The new MD, Mr. Mobolaji Sanusi has refused to honour the agreement between us and his predecessor, yet his men have started clamping down on our members since around October last year, shutting down our billboards for non-payment of their own dues.

“He has also sent new bills for the year while the billboards are not working since he shut them down but we have explained that the APC billboard monies have not been paid to us by the former MD, George Noah who he claimed has been paid by the All Progressives Congress, Lagos.”

When pressed on why they have not met with Mr. George Noah over the matter, a member of the Out Of Homes companies said, “Our association has met with him but he is insisting that the APC is yet to pay him, all he keeps saying is that he is still talking to his principal but all we are asking for is payment for jobs we did.”

On why they have kept quiet about it till now, another interviewed member representing one of the affected companies said, “We hesitated from coming out till now because we don’t want to embarrass the government or the APC but we were advised by the current LASAA MD, to go after George Noah and the company he used to issue the media order, ‘Media Worth’.


South Africa: Amplifying digital campaigns by using OOH

By Terry Murphy, Primedia Outdoor’s marketing and marketing services executive.

Adding billboards to a social media campaign can increase reach by up to 203%, while adding billboards to a mobile app and web campaign can increase reach by as much as 303%, according to a 2013 Posterscope US study. Adding out of home media to a campaign can increase reach by up to 300%. Here are four ways that OOH can amp up the effects of a digital campaign:

1. Use OOH to drive website traffic The ‘Feel the Real’ campaign, run during 2015 by the OAAA, set out to establish two points. Digital advertising, they noted, has a problem. Between non-viewable ads (Google has estimated that 56% of ads are never seen), non-human bot traffic (thought to be around 61.5% of all web traffic) and digital fraud, advertisers waste a massive $7 billion each year. In contrast, the campaign pointed out, OOH is a real platform with real viewers.

Second, the Feel the Real campaign wanted to show that OOH is uniquely good at driving digital engagement. “The perfect antidote to fake ads in fake traffic? Real ads in real traffic”, they proclaimed. Using a range of OOH formats to reach influencers at the country’s biggest media and advertising agencies, the campaign brought over 30 000 unique visitors in six weeks to feelthereal.org, 40% of whom were media and advertising professionals. The campaign also won $2.2 million in earned media in its first week alone.

2. Use OOH to increase social media engagement Recently nominated for an OBIE award, Apple’s “Shot on iPhone 6” campaign created a world gallery using 162 images selected from the millions of iPhone 6 photos on photo sharing. These selected few went up on billboards across 73 cities in 25 countries, to create 10 000 installations. Public response was phenomenal, resulting in an estimated 6.5 billion media impressions, 255 million online impressions and massive engagement across Instagram.

While Apple’s campaign was huge, rapper Drake succeeded in priming interest in his latest album with a single cryptic billboard, erected in Toronto for just one month. According to Sysomos and Clear Channel Canada, the billboard racked up 86.72 million earned media impressions in the first week alone. This included 8 952 unique mentions on Twitter, 67.8 million total impressions on Twitter, 18.8 million total impressions on Facebook, and 45 000 total impressions on Instagram.

Social media companies themselves frequently use OOH to increase awareness and drive audiences to their online platforms. At the end of last year, SnapChat made use of billboards placed all around the USA to publicise their new “geofilters” function.

Full article here


Vietnam: Hanoi tightens control of advertising displays

The Vice Director of the department, Nguyen Khac Loi, said that these are some of the new measures addressing recent widespread advertising violations in the city.

Last year city authorities detected more than 15,000 illegal outdoor advertisements, among the 65,000 outdoor advertising billboards across the city. About 6,000 of these advertising violations have yet to be addressed. Common violations include oversized billboards and unauthorised billboard placement or content. Violations relating to advertising flyers and posters were seen, with businesses intentionally displaying more flyers than permitted.

Current regulations allow businesses to hang about 20-50 flyers or posters for each musical show, trade fair or exhibition. But the actual numbers of posters and flyers posted is usually higher. The municipal People’s Committee’s new rules pertaining to outdoor advertising took effect last month.

The city identified no-advertising areas, including Ba Dinh Square, around Hoan Kiem Lake, Old Quarter, offices of Party, State and Government bodies, police stations, embassies, and the headquarters of international organisations. Advertisements will also be limited at places like August 19th Square in front of Ha Noi Opera House, the National Convention Centre, and major lakes around the city, Loi said. The new rules also govern advertising displays on private buildings and houses. Such places saw many advertising violations in times past, and violations were difficult to address.

Under the new rules, billboards are not allowed to be displayed on buildings or obscuring the roof. Billboards on building facades must be less than two metres high and not wider than the building’s width. Each office or store can display its name on only one sign. Such signs are limited to: a maximum height of two metres, if the sign is horizontal; or a maximum height of four metres, if the sign is vertical. The new regulations are expected to improve urban facades, since advertising remains such a vital part of doing business in recent decades.

Pham Duc Hoa, head of Culture and Information Department in Ha Dong District, said that their district notices increased numbers of violations relating to advertising for music shows or real estate projects. The Department removes such illegal advertisements and cooperates with communication agencies to deactivate telephone numbers posted in such advertisements. But theses measures still fail to deter violators.