FEPE Out of Home News 4th February 2016

FEPE Out of Home News 4th February 2016



57th FEPE Congress in Barcelona: 

Content of the Congress this year will be markedly different to previous years.

We will be having a series of round table panel discussions which will allow us to bring in many other OOH and industry voices to give their opinions and insights into a range of subjects. We are currently planning for 4 of these sessions over the two day period as well as two 30 minute breakout sessions on the first day.

The subjects of these panels and breakouts will be announced soon, along with some of the participants.

Early bird bookings for 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 will close on Feb 28th.

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

We will be having 2 days of presentations and panels, with high calibre speakers from across the world, all of whom will be bringing their unique viewpoints on the Out of Home industry.

The first two speakers have been announced; James Murphy or the Adam and Eve Agency and Mark Boidman of the Peter J Solomon Company.

Last year's congress in Budapest was FEPE's best attended yet, with over 300 delegates attending from 39 countries, both new records for us. There will be an exclusive exhibition area attached to the main congress hall, and spaces are now available to reserve.

If you are a supplier who wishes to get your product in front of an audience of global OOH decision makers please email us soon so we can hold a space for you. We are already taking bookings for exhibition stands from previous and new exhibitors.

As usual we have negotiated a special delegate rate for the hotel rooms and delegates are able to pay by credit card or bank transfer, which we hope will make bookings easier for some overseas delegates. Early bird registrations will allow delegates an extra €100 reduction regardless of FEPE membership status.

Delegate fees are unchanged from last year (and several years before) at €1100 for members and €1600 for non members, plus the additional early bird reduction.

We will be announcing the Gala Dinner and Friday night social venues soon, along with our first confirmed speakers.

Further details will be announced on the FEPE website, and in future newsletters.


UK: Digital drives out of home renaissance

Warc's James McDonald examines a thriving out of home sector.

UK advertising expenditure for the out of home (OOH) sector rose 5.1% year-on-year to £271m in the third quarter of 2015, with full-year adspend estimated to have reached a new high of £1,054m, according to the latest results from the AA/Warc UK Expenditure Report, released this week.

Adspend of £271m was a new third quarter record for the OOH sector, surpassing the peak set in 2012 during the London Olympics for the first time.

Further, our preliminary estimate of £1,054m for 2015 marks 3.4% growth from 2014 and the highest annual total recorded during 34 years of monitoring. Ad expenditure for the sector is expected to rise still further this year, at the faster rate of 4.9%.

The out of home data within the Expenditure Report are provided by Outsmart, the industry body, which surveys its members for detailed ad revenues each quarter. The Outsmart data show that roadside ads accounted for approximately 50.9% of spend in Q3 2015, up 2.3pp from a year earlier on a like-for-like basis.

Transport also increased its share from the previous year, by 1.9pp to a total of 40.2%. Advertising in point of sale (PoS), retail and leisure environments made up the annual shortfall, with a share of 8.9% in 2015 demonstrating a 4.3pp dip.

The out of home sector has been experiencing somewhat of a renaissance in recent quarters, with digital technology galvanising trade. The amount spent on advertising via digital panels comprised 30.6% of the OOH total in Q3 2015. This is the highest share recorded for digital versus its traditional counterpart, and marked a 2.3pp increase from the previous year.

Furthermore, the latest Expenditure Report data show that over two-thirds of the new ad money in the OOH sector between July and September 2015 was specifically for digital panels. We expect this trend to hasten with the launch of new programmatic trading networks in the UK. Google is currently trailing its DoubleClick platform in outdoor environments, while Kinetic has signalled its intent to launch a programmatic offering in Q1 2016.

The world's first programmatic advertising network for the outdoor industry was launched in Australia during May of last year and adoption has been swift; Warc's international data show double-digit growth in Australian OOH adspend last year.

Full article here


UK: Propeller wins UK PR brief for outdoor giant JCDecaux

JCDecaux has appointed Propeller as its first retained PR agency.

Propeller did not competitively pitch for the account. JCDecaux had previously run its comms in-house. The ad firm recently won the TfL bus shelter account and is launching Dynamic, a digital creative hub, to boost its digital offering.

Propeller has been briefed to help raise awareness of the company and its data and digital offering.

JCDecaux marketing director David McEvoy said:

"Having won the London bus shelter contract in 2015, 2016 will be a landmark year for JCDecaux. Already one of the UK’s most successful media owners, we are investing heavily to digitise our network to push us further ahead of our rivals and transform out-of-home advertising.

"With digital, and the smart use of our data and technology, we give advertisers the opportunity to create highly targeted, highly imaginative outdoor campaigns. Propeller's deep media industry connections and reputation for results makes the agency the perfect partner to help us tell our story."

Martin Loat, chief executive of Propeller PR, added: "JCDecaux is in the ascendancy and has a long-term vision. Embracing digital to its full potential is the next step on the company’s journey."


UK: Making Space for Digital in the Out-of-Home Industry

How can the out-of-home industry, with its roots planted firmly in the physical world, continue to exist and evolve in a digital culture?

Mungo Knott marketing and insight director, Primesight, writes exclusively for ExchangeWire about how this one-to-many communication platform is getting a well-deserved upgrade.

The out-of-home industry is firmly rooted in the analogue real world. A physical advertising medium which has been the backdrop to our changing commerce and culture as a nation, bringing brands and consumers successfully together throughout the whole of the last century. As we enter 2016, it is now getting a significant upgrade.

The complexity of the transaction process was for many years processed and certified through the exchange via Royal Mail of handwritten or typed carbon-copied orders distributed to media owners, poster dispatch and bill posting companies, as well as finance and operations departments.

Around the early ‘90s, this first era of transaction was replaced in the second era by the ubiquitous Excel and email. Pen and typewriter were left to one side and companies embraced a faster transaction process, which also contributed to the transition of out-of-home campaigns moving from a one-month to 14-day cycle.

25 years later and we are now entering the third era of transaction as the OOH industry considers the technology of demand- and supply-side platforms linked by API connections. Once again, this is also contributing to the transition of campaign display periods, by offering vastly increased flexibility in transmission as digital screens become a mainstream platform.

In a fundamental shift, this third era moves the participant companies from acting predominantly in isolation, and towards a connected interdependence. It makes this upgrade much more than just the adoption of new technology; because there is a requirement for two key changes within the business process.

Full article here


Switzerland: Nominations for the 2015 Swiss Poster Award: new formats, surprising themes and excellence in established fields

The nominees for the Swiss Poster Award 2015 have been announced! Over 239 campaigns were submitted, from which the jury has selected 29 creations. The winners of Switzerland's most prestig-ious poster awards will be presented with their prizes at the "APG|SGA Poster Night" in the Maag Halle, Zurich, on 10 March 2016.

In December 2015 the independent expert jury comprising twenty well-known figures from the worlds of ad-vertising, culture and design met to judge the campaigns submitted. "The jury had the job of choosing and awarding prizes to the 29 best and most successful creations from more than 239 entries in the categories Commercial National, Commercial Local and Regional, Public Service, Culture, Digital Out of Home and Poster Innovation. Overall, 2015 was an extremely exciting year for out-of-home advertising, impressing us with new formats, surprising themes and excellence in established fields", said jury president Christian Brändle.

The jury's evaluation focused on the originality of the idea, innovative approaches and inspiration, eye-catching presentation of the advertising message, communicative sustainability, design and creativity, and typography.

All the nominees have already been personally informed. It's set to be an exciting night! Who will walk off with these coveted trophies? The winners of the Swiss Poster Award 2015 will be officially announced at the "APG|SGA Poster Night" on 10 March 2016. The highlight of the evening will be the presentation of the "Poster of the Year" title. The grand show with numerous guests will be held in the Maag Halle in Zurich and presented by Röbi Koller from Swiss radio and television.

Held annually, the Swiss Poster Award underlines the significance of posters in inter-media competition and documents the diversity, creativity and power of out-of-home advertising in Switzerland.

Further information www.swissposteraward.ch

UK: JCDecaux Full-Year 2015 revenue

2015 adjusted revenue up 14.0% to €3,207.6 million

- 2015 adjusted organic revenue up 4.2%

- Q4 adjusted revenue up 17.2% to €983.9 million

- Q4 adjusted organic revenue up 6.2%

JCDecaux announced last week its revenue for the full-year 2015.

Following the adoption of IFRS 11 from 1st January, 2014, the operating data presented below is adjusted to include our prorata share in companies under joint control, and therefore is comparable with historical data.

2015 adjusted revenue increased by 14.0% to €3,207.6 million compared to €2,813.3 million in 2014. Excluding the positive impact from foreign exchange variations and the positive impact from changes in perimeter, adjusted revenue grew by 4.2%. Adjusted advertising revenue, excluding revenue related to sale, rental and maintenance, increased by 4.4% on an organic basis in 2015.


Full-year adjusted revenue increased by 9.3% to €1,394.3 million (+4.5% on an organic basis). Europe (including France and the UK) was up. Asia-Pacific and North America showed good growth. The Rest of the World delivered double-digit organic revenue growth. In the fourth quarter, adjusted revenue increased by 11.9% to €435.6 million (+4.3% on an organic basis). Europe (including France and the UK) and North America were up. Asia-Pacific and the Rest of the World saw strong double-digit growth across most markets. Fourth quarter adjusted advertising revenue, excluding revenue related to sale, rental and maintenance were up 6.3% on an organic basis compared to the fourth quarter of 2014.


Full-year adjusted revenue increased by 25.6% to €1,355.4 million (+8.0% on an organic basis). Asia-Pacific continued to deliver strong growth with China being resilient. Europe (including France and the UK) showed good growth. North America was up. The Rest of the World delivered double-digit organic revenue growth. In the fourth quarter, adjusted revenue increased by 27.8% to €414.2 million (+11.7% on an organic basis). Europe (including France and the UK) delivered good growth. North America was up. Asia-Pacific, with a solid performance in Greater China, and the Rest of the World were up double-digit.


Full-year adjusted revenue fell by -0.2% to €457.9 million (-5.3% on an organic basis). Europe (including France and the UK) was down. The Rest of the World saw negative growth, mainly due to the difficult market conditions in Russia. In the fourth quarter, adjusted revenue increased by 6.5% to €134.1 million (-2.3% on an organic basis). Europe (including France and the UK) was down, whereas the Rest of the World saw positive growth.

Full article here

Switzerland: Clear Channel appoints new branch manager in Basel

Philippe Berthoud took over the Basel branch of Clear Channel Switzerland on 1st February 2016.

As our representative and contact person for local and national clientèle in the region, he will offer locally based out-of-home solutions, tailored to individual customer’s needs.

He succeeds Eva Grollimund, who took her wellearned retirement at the end of 2015 after 12 years with the company. Philippe Berthoud has extensive experience in the media industry, having learnt the business from the bottom up. In addition to continuously building up his expertise and network, he completed a federal diploma as a marketing specialist.

He has developed a close connection with the market through his many years of service with Publicitas and Tamedia in Basel. From Clear Channel’s point of view, his appointment is a clear signal of continuity after the “Eva Grolimund era”.

Diego Quintarelli, Sales Director Clear Channel Switzerland said:

“I am very happy that we have been able to reinforce our team with an experienced media professional and local champion and I am confident that he will provide the best possible support for our efforts to offer customers individually tailored, effective media solutions. I would like to express my heartfelt thanks to Eva Grollimund once more for her great commitment during her time at Clear Channel.”


USA: OUTFRONT Media Announces Acquisition of Reynolds Outdoor Media

OUTFRONT Media Inc. announced this week that it has acquired Reynolds Outdoor Media, Inc., a company with over 500 displays in the cities of Dallas and Houston, Texas, including kiosks, walls, and digital displays. All of the acquired assets are REIT qualified.

"We're pleased to be adding these very attractive, top-market, urban assets to our portfolio," said Jeremy Male, Chairman and Chief Executive Officer of OUTFRONT Media.

"This acquisition significantly enhances our existing inventory in Dallas and Houston by augmenting our strong billboard presence with new coverage in vibrant, high-density, retail, entertainment, and business districts.

These are precisely the kind of environments that can benefit from digitization and integration with our ON Smart Media platform to bring location-based mobile audience targeting to our advertising clients."

USA: CIVIQ Smartscapes announces acquisition of elevate DIGITAL

CIVIQ Smartscapes announced this week the acquisition of elevate DIGITAL, a leading developer of street-level, interactive software technology for smart cities.

The acquisition is aligned with CIVIQ Smartscapes’ strategy of designing and delivering smart city solutions to cities worldwide. “With CIVIQ Smartscapes competency in smart city solutions, and elevate DIGITAL’s experience in government and municipal markets, we are ideally positioned to capture new opportunities,” said Brad Gleeson, Chief Commercial Officer, CIVIQ Smartscapes. “I’m excited to welcome this talented team to the company.”

George Burciaga, CEO of elevate DIGITAL added “Our objective has always been to improve the way people live by connecting devices, people, processes and data. We have been working with municipalities across the country to innovate and set the framework for the best smart city solution. We look forward to joining CIVIQ Smartscapes and accelerating its efforts in transforming future cities.”

“This is a great step forward in CIVIQ’s ability to offer a turnkey smart city solution” said Michael D’Amelio, Managing Partner of JMC Capital Partners, the private equity owner of CIVIQ Smartscapes. “The two companies have extremely complimentary technologies and resources. We look forward to seeing the benefits of this synergy in action.”

elevate DIGITAL will continue its operations in Chicago as CIVIQ Smartscapes.


USA: First Ad Campaign On The NYC Link Kiosks

The first 11 LinkNYC kiosks are installed, bringing high-speed WiFi to Third Avenue, beginning at 14 Street and continuing through 45 St.

The 10-foot-tall billboards represent a few different kinds of crossroads: out-of-home (OOH) and mobile advertising; beacons and display; public policy and private sector innovation; LED screens and places in New York other than Times Square. Perhaps one of the most innovative things about the project is that it’s going to pay for itself -- with advertising.

“We don’t think of Links as an advertising platform as the first thing. We think of them as vital services and products that we need everyday, that are funded by advertising,” says Dave Etherington, chief strategy officer at Intersection, the company that manages LinkNYC.

And to inaugurate the new monoliths, MillerCoors and Shazam teamed up to run the first campaign on the kiosks. Those who opt into the network can like songs on Shazam and see them curated into hyper-local real-time playlists in the areas around the kiosks. The playlists are updated every 15 minutes. The campaign is expected to run for about six weeks.

So far it’s too early to tell how many people will opt in to the networks, but as the kiosks become available in neighborhoods all over New York in the coming weeks, the audience is expected to build.

Etherington says that the new ad campaign “unlocks the heartbeat of a specific neighborhood. We saw this as a really powerful way of instantly connecting people to their culture on a micro-geographic scale.”

Aside from the cultural implications, “there’s some really interesting data to be collected and distributed within the platform,” says Scott Varland, creative director at IPG Media, the agency that developed the campaign's concept. The kiosks all know exactly where they are, providing accurate location data, but the data collected will not be sold to third parties. Advertisers take note: LinkNYC is a great example of value exchange.


USA: NanoLumens Turns Up the HEAT at the AmericanAirlines Arena in Miami

The HEAT Group turns to NanoLumens to create an immersive in-arena fan experience in their brand-new outdoor Xfinity East Plaza.

For the last 16 years the AmericanAirlines Arena in Miami, Florida, has been known for pushing the limits of the in-arena fan experience with its unusual scoreboard, world-class concerts and must-see sporting events. So when The HEAT Group, the parent company of the arena as well as the Miami HEAT NBA basketball team that calls the arena home, wanted to bring the fan experience outside to the newly designed and soon-to-be unveiled Xfinity East Plaza, they turned to NanoLumens to create an eye-catching visual environment using six of its NanoSlim and NanoWrap solutions.

The state-of-the-art outdoor plaza, which features a stage, fully-equipped bar and NRG Solar Canopy, is making its debut during the grand opening celebration on January 31, 2016, as the Miami HEAT take the court against the Atlanta Hawks.

“The Miami HEAT have always been a technology-driven franchise committed to delivering a superior entertainment experience at both HEAT games and Arena events," said Eric Woolworth, President of The HEAT Group Business Operations. "Our latest endeavor of pairing technology with fan experience comes with the unveiling of our Xfinity East Plaza, where the incredibly impressive NanoLumens displays are helping us to deliver digital content to a previously underutilized outdoor space—a prospect we believe HEAT fans and Arena guests will enjoy as much as we do.”

The opening of the sensational Xfinity East Plaza will turn a once under-utilized outdoor area into a revenue-generating epicenter of entertainment for the HEAT Group. According to NanoLumens Southeast Regional Sales Director Arch Nelson, “The new Xfinity East Plaza creates an oasis for ticketed guests to enjoy the South Florida weather, while not missing a minute of the action. On the NanoLumens solutions, the HEAT Group can show guests what is going on inside the arena with live action and instant replay while also offering other entertainment options, as well as also showing revenue-generating sponsor advertisements.” Utilizing the six NanoLumens displays, the AmericanAirlines Arena can boost revenue through game day advertising while also offering local South Florida businesses and residents an impressive new event space for future opportunities.

The NanoLumens solutions have been made available to The HEAT Group through the NanoLumens Advantage program, designed to help businesses gain a competitive sales advantage with the latest technology, protect against obsolescence, and simplify asset management, all while streamlining the many benefits into a one-stop solution.


Australia: January results prove Out-of-Home unstoppable

The Out-of-Home (OOH) industry today reported net revenue of $48.2 million for the month of January, an increase of 13.7% from the same month last year, which posted a net revenue of $42.4 million.*

The OOH industry finished 2015 with a 17%* increase, taking the industry’s net revenue to an all-time high of $677.8 million, up from $579.3 million in 2014.

Category figures January 2016:

• Roadside Billboards (over and under 25 square metres) $19.0 million

• Roadside Other (street furniture, taxis, bus/tram externals, small format) $15.3 million

• Transport (including airports) $8.3 million

• Retail, Lifestyle and Other^ $5.7 million

* Figures have been adjusted from previously reported 2014/2015 revenue to reflect changes in OMA membership, allowing direct comparisons in revenue year-on-year, as well as a minor internal adjustment (due to over-reporting in 2015 in the category of Retail/Lifestyle/Other). The historical figure for total revenue in 2014 therefore, has been adjusted down from $602.1 million to $579.3 million. **Figures may not add to total due to rounding.

^This rapidly growing category reports shopping centre panels, as well as all place-based digital inventory including office media – covering inventory in lifts and office buildings, cafe panels and the inventory of the OMA’s newest member Tonic Health Media which includes digital screens in doctors surgeries and medical centres.

OOH revenue reaches all-time high – 6th straight year of growth signifies sector’s strength

The Australian Out-of-Home industry also announced its sixth year of consecutive revenue growth, posting a 17%* overall increase on net revenue year-on-year, taking the industry’s net revenue to an all-time high of $677.8 million, up from $579.3 million in 2014.

In tracking the growth of OOH in 2015, the industry was off to a stellar start with a 21.6% year-on-year increase for quarter one. In quarters two and three the double digit growth continued with a 16.3% and 14.2% increase, respectively, from the same periods in 2014 with a strong finish in quarter four of 16.6% on total net revenue of $213.4 million.

“We are absolutely delighted with these results, as 2015 was such a pivotal year for the industry in laying the foundations for 2016 and beyond. In mid-2015 we announced plans to launch an Automated Transaction Platform (ATP) and in November 2015 we announced data from our audience measurement tool, MOVE (Measurement of Outdoor Visibility and Exposure) will be integrated into emma (Enhanced Media Metrics Australia). We also renewed focus on our relationships with all levels of government in order to grow inventory. All this bodes well for continued future growth,” said Charmaine Moldrich, CEO of the Outdoor Media Association (OMA).

In 2015 the demand for immediacy and flexibility drove an uplift in digital Out-of-Home (DOOH) revenue, which now represents 28% of total OOH revenue, a 65% increase from 2014 (17%). Outdoor’s ability to deliver the biggest audience, while leveraging leading edge technologies that reach consumers faster and in more engaging ways, is undeniable. Outdoor audiences continue to grow ahead of population growth and over the last five years MOVE shows that audience reach has grown a massive 37%.

“While technology is a strong factor in driving our growth, it is just the icing on the top of the tried and true Outdoor poster. As print media struggles to adapt to technology, as TV competes with live streaming and on-demand services and Online struggles with the proof of its metrics and adblocking, OOH has continued to stay relevant by integrating digital and online into the existing channel,” continued Moldrich.

“By aligning with mobile and digital technologies, Outdoor is able to connect advertisers with their audiences anywhere, anytime and it’s this trend that will be the main focus into 2016,” said Moldrich.

Category totals for 2015**:

• Roadside Billboards (over and under 25 square metres) $242.1 million

• Roadside Other (street furniture, taxis, bus/tram externals, small format) $208.6 million

• Transport (including airports) $126.4 million

• ^Retail/Lifestyle/Other $100.7 million Category figures for Quarter Four 2015**:

• Roadside Billboards (over and under 25 square metres) $77.2 million

• Roadside Other (street furniture, taxis, bus/tram externals, small format) $64.5 million

• Transport (including airports) $38.0 million

• ^Retail/Lifestyle/Other $33.7 million

* Figures have been adjusted from previously reported 2014/2015 revenue to reflect changes in OMA membership, allowing direct comparisons in revenue year-on-year, as well as a minor internal adjustment (due to over-reporting in 2015 in the category of Retail/Lifestyle/Other). The historical figure for total revenue in 2014 therefore, has been adjusted down from $602.1 million to $579.3 million.

**Figures may not add to total due to rounding.

^This rapidly growing category reports shopping centre panels, as well as all place-based digital inventory including office media – covering inventory in lifts and office buildings, cafe panels and the inventory of the OMA’s newest member Media Health Tonic which includes digital screens in doctors surgeries and medical centres.


Australia: APN Outdoor signs on as first official outdoor media partner of Australian Olympic Committee

APN Outdoor has struck a first-of-its kind deal in Australia signing up as an official sponsor of the Australian Olympic team, seven months before the summer games in Rio.

The new four-year partnership will see the outdoor media player offer support on its suite of assets to raise awareness of the fundraising needs of many of the amateur athletes who make up the Australian team as they look to get to Rio.

John Coates, AOC President said:

“A partnership with APN Outdoor grants us access into to the everyday lives of Australians in a way we are keen to explore. “With the help of APN Outdoor we will be able to bring the team into the public eye, when Australians are out and about, each and every day around our cities and we anticipate this partnership being long and mutually rewarding.” While the US and UK Olympic organisations have previously had deals with outdoor media companies this is the first time the Australian committee has done so.

The deal spans the next four years and takes in this Summer’s games, the PyeongChang 2018 Winter Games and the 2020 games in Tokyo. As part of it APN will use digital billboards and its XTrack TV product to: “allow the AOC a unique opportunity to connect with the public, in real-time when they are out and about, facilitating a conversation with Australian’s and their most elite sporting team”.

Richard Herring, CEO of APN Outdoor, said:

“As an ASX-listed company, we are so proud and humbled to be welcomed into the Australian Olympic Partner family in this exciting Olympic year. “Bringing the Olympic Spirit to the streets through our superior quality inventory not only aligns with our spirited company values but also with the globally accessible and appealing nature of The Olympic Team.

“This partnership will provide exciting opportunities for our clients and our staff alike, and we are keenly anticipating the launch and implementation over the coming months.”



Indonesia: Governor Ahok signs bill banning *all* outdoor and indoor tobacco advertising in Jakarta

Evidence of Indonesia’s dangerous addiction to tobacco can be seen everywhere in Jakarta. Besides seeing Jakartans of all ages lighting up every which way you look (including young kids), cigarette advertising is also pretty ubiquitous. But that began to change last year, however with the (slow) implementation of a law banning outdoor tobacco billboard advertisements.

A new law, signed today by Governor Basuki “Ahok” Purnama Tjahaja, goes even further. Titled Gubernatorial Regulation Number 244 of 2015 on the Implementation of Guidelines for Advertising, it will hopefully put an end to all cigarette display ads in Jakarta.

According to Jakarta Tax Department Secretary Made Suarjaya, under the new rules, tobacco advertisements will be banned, both outdoors and indoors.

"Previously the regulations only limited them outdoors. Now indoor ads are also also not allowed,"

Made said as quoted by Tempo today. The regulation also only allows for the advertisement of alcoholic beverages inside venues that are licensed to sell alcoholic beverages.

It also governs the placement and content of electronic billboards in the capital. Hopefully the administration will try to get this new ban implemented quickly, but we know it will be tough given the vested interests of big international tobacco companies who are increasingly targetting Indonesians to make up for decreasing smoking rates in other countries.