FEPE Out of Home News 4th June 2015

FEPE Out of Home News 4th June 2015


FEPE 56th International Congress: FEPE announces the inaugural FEPE Awards!

FEPE are pleased to announce that at this year's Gala dinner in Budapest we will be awarding the first ever FEPE International OOH Awards.

The four awards are:

1. Lifetime Achievement Award

The recipient will be an individual within an OOH Company who has devoted his or her lifetime career to Out of home and who is truly respected and recognised by his or her peers regardless of the size of the business.

2. Leadership Award

The recipient will be an individual within an OOH Company. Someone who shows true leadership qualities and has distinguished themselves by a great accomplishment in favour of our Industry. An inspirational and enthusiastic leader.

3. Technical Innovation Award

The recipient will be a supplier or OOH company that has developed a new product, a breakthrough technology, that pushes our Industry forward, and keeps it at the forefront of innovation.

4. Creative Award

The recipient will be an advertising agency or client that created a truly innovative creative display, demonstrating a brilliant use of Out of Home.

For this inaugural year and after much consideration, the award winners have been chosen by the FEPE board.

In future years we will ask our membership to nominate individuals, companies and campaigns that they feel are worthy of consideration. The board of FEPE will then decide from the nominations put forward by the membership.


A full programme is available to download from the FEPE website along with all the speaker biographies.

(Scroll down the home page to the Congress details)

If you wish to attend and haven't yet booked please get in touch soon. We are close to reaching capacity for our Gala Dinner, so it will literally be a "first come, first served" system from now on.

The 56th FEPE congress, titled "Your Audience is Waiting", will be held between Wednesday June 10th and Friday June 12th at the Intercontinental Hotel, Budapest.

Speakers include:

Dave Trott, Nancy Fletcher and Stephen Freitas (OAAA), Rupert Day (Tenth Avenue), Margit Kittridge (Titan), Neil Eddleston (JCDecaux) and Urs Zeier (Clear Channel), Dennis Grzenia (LG), Michael Bayler (The Whole Equation), Neil Morris (Grand Visual), Andreas Soupliotis (Ayuda), Chris Marjoram (Rapport), Nick Propper (Emanate), Robin Hall (Posterscope International), Melanie Howard (Future Foundation), Gerhard Louw (T-Mobile), Matthew Dearden (Clear Channel), Brendon Cook (oOh! Media) and Adelaide McKelvey (Continental Outdoor).

The Thursday night Gala Dinner, in keeping with the FEPE tradition of finding special locations, will be at the Buda Castle, one of Budapest's most iconic buildings, and the Friday night social evening will be at a dinner cruise down the river Danube, taking in all the sights of Budapest for 3 hours.

Delegate fees are unchanged from last year (and several years before) at €1500 for members and €1600 for non members. 

UK: Exterion Media and Telefónica UK create ground breaking new partnership for the OOH sector

The new partnership will enable Exterion Media to tailor advertising campaigns based on unique audience insights, changing the way that OOH advertising is bought, sold and optimised on the London Underground

Exterion Media is today announcing an exclusive partnership with Telefónica UK, one of the world’s biggest telecommunications companies to support the London Underground (LU) Media Estate.

In an ever-more data-driven industry, advertisers increasingly need to produce targeted campaigns to enhance their effectiveness and demonstrate a greater return on investment. This new partnership, using Telefónica’s innovative Smart Steps Solution, gives Exterion Media access to rich audience data allowing it to provide unparalleled insights to LU advertisers that can be used to execute OOH campaigns to maximum effect.

Telefónica Smart Steps uses anonymous data from across their mobile network of 24 million O2 devices. They process only relevant big data events created by a selection of these devices then analyse the trends and patterns within the data to help understand more about audience behaviour and the movement of populations at an aggregated level. Insights garnered from this will include but are not limited to; demographic profiling; where they live, work and visit (inferred journeys); when and how often they visit locations; how they travel; and mobile phone, app and web activity. The outputs are an excellent representation of the macro movements of the London population.

“Transport for London (TfL) has outlined its vision to deliver more imaginative experiences for tube passengers and advertising is at the heart of its plans for innovation. Being the sole provider of advertising on the London Underground means Exterion Media has an unrivalled knowledge of its audience and our rich data insights have ensured that the LU is, from an advertising perspective, one of the best monetised metros in the world.” said Jason Cotterrell, UK Managing Director of Exterion Media.

“Through our partnership with Telefónica UK, we are able to deliver on the vision that TfL has outlined by increasing our understanding of the LU audience even further, and setting new benchmarks for other metros around the world to follow. With a view of LU passengers and their movements across the network that cannot be accessed from anywhere else, we are strengthening our understanding of how best to engage consumers with immersive experiences.”

The partnership begins with the creation of innovative analytics and visualisations of Telefónica’s aggregated mobile data, which will be integrated into Exterion’s planning process, building on the granular insight they have already collected through their work with TfL and Route, and Exterion’s own insight tool work.shop.play.

“We’ve gained a unique understanding of the transport sector through our award-winning Smart Steps service - making us an ideal partner for Exterion Media. By sharing the insights we gather, we’re helping Exterion Media and their customers get the right content, to the right people, in the right location at the right time”, said Robert Franks, MD of Digital Commerce at Telefónica UK.

Exterion Media’s partnership with Telefónica will enable:

• A greater understanding of distinct demographic profiles and behaviours of the LU audience

• The ability to highlight certain stations, days, and times by audience affluence and other lifestyle perspectives

• The utilisation of additional layers of insight to more accurately identify key periods when certain demographics are more prevalent at certain stations

• The utilisation of behavioural insights, in addition to recognising the physical landscape surrounding stations, to better enable advertisers to plan OOH campaigns based on the habitual movement of people across London as opposed to specific destinations.

UK: Communication Partners Launches

Communication Partners UK (CPUK) is launching on June 1st to fill a recognisable gap in the UK’s current media planning and buying landscape. The launch partners - Roy Jeans (Chairman), Rachel Hall (Commercial Director), and Ian Merricks (Investment Director) – all bring industry-acknowledged skills to a sector that has failed to keep pace with the overall dynamism of the UK economy.

Based on Borough High Street, CPUK will focus on clients who need senior hands-on media advice; will help advertisers who are in many cases relatively new to the market; and will comprehensively guide this new type of advertiser over the many media hurdles– quite often entrepreneurs with an enhanced eye on the bottom line. As a result CPUK will be focused on client profitability and how the media mix can help achieve this.

The media landscape has never been more complex or changeable. CPUK will help clients navigate their way through a marketplace that is both difficult to access and to understand. Having spoken to many advertisers over the past few months, we have identified a genuine need for an agency that can provide this personal, mature service. In many areas the consumer is moving faster than the advertisers trying to reach them – our challenge is to solve this.

The three launch partners all bring complementary and different skill-sets to CPUK:

Roy Jeans – Chairman

Roy has successfully run a number of key agencies during his career – including being GM of Zenith, as well as MD of Initiative, which he took from 12th to 4th in the UK while in charge. Latterly Roy was Global CEO of rapport, IPG’s successful OOH planning and buying company. Roy is an expert in the radio, press and OOH space. He has won Media Mind while at Zenith, and was appointed a Fellow of the IPA in 2007 for co-creating the IPA’s first online media training programme. In his career he has run accounts including Sky and Samsung, and ran Unilever’s buying across Europe for three years when at Initiative. He now owns and runs Grey Scorpion, an investment vehicle focusing on the media sector. In the past year he has invested in seven companies, including CPUK.

Rachel Hall – Commercial Director

Rachel has extensive media experience from her career at Zenith, where her most recent role was Media Director. She headed up some of the biggest and most demanding press accounts in the industry – including BT and L’Oreal. She also ran the regional and radio departments at Zenith. Rachel has worked on a range of award winning campaigns across most key sectors and has sat on both the RAB and ABC industry committees. She is an expert in the print, radio and online channels. Rachel has outstanding contacts across the entire media industry.

Ian Merricks – Investment Director

Ian has experience of running local and national radio stations, publishing companies and numerous digital businesses. He has achieved three trade sales of his investment-backed media companies over an 11 year period. He now runs White Horse Capital – a tech and digital media investment vehicle. He chairs an early stage high-growth company development programme with equity stakes in 100+ tech start-ups. Ian is an expert in print, television, digital and the TMT sector generally. Ian is a well-known commentator on the rapidly developing digital media scene.

At launch, Communication Partners is also partnering with ASTP – the successful specialist digital agency – run by Alex Packham, former Social Media Lead at Sky and ODEON Cinemas. “We wanted to partner a digitally-focused company with the same ethos as us – with an entrepreneurial approach that sits at the heart of business and media planning” said Rachel Hall, CPUK’s Commercial Director.

Alex Packham, ASTP CEO said: “ We are delighted to partner CPUK. They have a clear vision of what they want to do and how they’re going to do it. We will be able to help them maximise their clients’ profitability”.

CPUK starts with Outsourcery and the Malaysian Government as founder advertisers, and over the next few weeks CPUK will be announcing a number of other clients.

UK: JCDecaux - Edinburgh is Live!

JCDecaux has announced that premium Outdoor advertising locations have started to be rolled out across the City of Edinburgh.

Marking the first phase in the development, 9 digital bus shelters (comprising 18 digital faces) have been installed along Princes Street, the main shopping street and one of the major thoroughfares in central Edinburgh. British Sky Broadcasting is the launch advertiser, in a campaign booked by Rapport.

Designed by Lord Norman Foster, the new digital bus shelters will comprise 84” screens, the biggest of its kind, which will be synchronised by line of sight. Edinburgh will be the first major UK city to benefit from JCDecaux’s digital bus shelters, which will also deliver ‘LiveTouch’ (touch screen) capabilities that will provide real-time tourism, local and Council information.

Vital to the thriving heart of Edinburgh, Princes Street attracts shoppers, tourists, commuters and residents. Princes Street is part of an Edinburgh World Heritage Site and boasts panoramic views of the Old Town and Edinburgh Castle. The City of Edinburgh is ranked 6th UK Retail Centre with £1 billion annual retail spend (CACI, 2014).

JCDecaux has also deployed premium billboards along London Road, near to Meadowbank Stadium, and plans to roll out further high-profile locations throughout 2015 and 2016. These large-format locations will be strategically positioned along key arterial routes into the city, such as: Gogarburn roundabout, Calder Road, Glasgow Road, Roseburn Terrace and Westfield Road, and will be in close proximity to Edinburgh Airport, the Gyle Shopping Centre, Edinburgh Business Park and Murrayfield Stadium.

Over 350 advertising bus shelters, designed by Lord Norman Foster, are also being upgraded throughout the city.

Helena Kavanagh, Managing Director – Small Format at JCDecaux, said: “JCDecaux is transforming and reinvigorating the Edinburgh cityscape by providing premium street furniture and billboard networks, which are well-designed and maintained, that will enhance urban experiences and benefit residents, visitors and local businesses. Reshaping cities, including those with World Heritage status, is part of JCDecaux’s DNA and this media partnership with the City of Edinburgh provides the perfect platform to showcase this.

This is an exciting time for both JCDecaux and the City of Edinburgh and we look forward to the coming months as the roll out continues across the city.”

Transport Convener, Councillor Lesley Hinds, said: “This marks the beginning of our exciting media partnership with JCDecaux. These new digital bus shelters will not only vastly improve the appearance of some of our busiest streets, providing comfortable shelters for public transport users, but will also allow us to communicate real-time messages to the public, visitors and commuters efficiently, transforming on-street advertising.”

As part of a content partnership with JCDecaux, Time Out Edinburgh will be displaying editorial recommendations on the best things to do in the city that week through the new digital bus shelter network.

Noel Penzer, Managing Director at Time Out, said: “We’re delighted to be working with JCDecaux on their new Edinburgh Outdoor screens. Time Out is a digital platform that enables your social life, helping you discover, get inspired and share your opinion on everything that’s happening in your city and these screens are a fantastic way of delivering up-to-date recommendations, while people are out and about. Ultimately we want to get people going out more and doing more in Edinburgh, and this partnership will be a great way of doing this.”

JCDecaux was awarded the contract to be media partner for the City of Edinburgh, a 10-year contract (with an option to extend for five years), last November.


France: WPP to Buy Major Stake in OOH Firm Poster Conseil

WPP companies Kinetic and GroupM are to acquire a majority stake in French out-of-home (OOH) specialist Poster Conseil.

Terms of the deal were not disclosed. WPP buys control of French firmFollowing the acquisition, Poster Conseil will continue to be led by CEO Xavier Sorato.

The Paris-based company provides media planning and buying services, planning and measurement technologies and insight into changing consumer behaviour relating to OOH and digital out-of-home (DOOH) advertising. Through a partnership with research firm Iligo, it has also developed new methods and approaches for studying trends of mobility, analysing the brands marketing targets, and assessing all sites hosting digital display offers.

The firm employs 25 people and for the year ended 31st December 2014 had consolidated revenues of EUR 9.8m. WPP companies in France (including associates) collectively generate revenues of around US$800m and employ approximately 5,000 people.


UK: blowUP media UK promotes Simon Russell to post of Sales Director

Premium large format out of home company blowUP media UK has promoted Head of Sales Simon Russell, to the post of Sales Director.

Katrin Robertson, CEO of blowUP media, comments: “This appointment is a natural progression. Simon has done a great job in strengthening and broadening our offering to advertisers in an extremely competitive marketplace and making sure we speak the language of the agencies and specialists. He is a fine team leader and displays real entrepreneurial thinking.”

Simon Russell comments: “This is a fantastic opportunity to help develop the future of blowUP media. My experience in the OOH industry will enable us to lead a fresh and innovative approach to the OOH market. Over the past 6 months we have started to look at the behaviour of the audiences in the locations where we dominate with Giant Posters. This will enable us to provide an insight to clients and agencies so they can have a better engagement with audiences in those locations where we deliver unrivalled scale, impact and brand presence.”

blowUP media has enjoyed a period of outstanding growth in recent years, with revenues up by 25 per cent last year and market share now almost 50 per cent of the UK Giant Posters market. As one of the biggest providers of the largest and most impactful opportunities in the premium OOH sector, blowUP media has a exceptional national portfolio and works with a multitude of brands, which include Samsung, Heineken, EE, Virgin Media, Microsoft and First Great Western.

Before joining blowUP media last November, Russell was with Kinetic for ten years, after four years with Carat Business. He worked closely with MEC, Maxus, AKA, and TeamUK and as Group Head took charge of the MEC team in 2009. He has played an instrumental role in overseeing innovative campaigns that have raised the profile of his clients’ brands and products.


USA: Outfront Media Launches Outfront Studios, adding unparalleled customised design capability to advertising offerings

OUTFRONT Media, a leading outdoor advertising brand, today launched OUTFRONT Studios as its in-house full-service creative boutique to design advertising campaigns for clients.

By utilizing an innovative network spanning the United States, OUTFRONT Studios will deliver groundbreaking campaigns that are impactful and engaging.

The first-of-its-kind within the out-of-home space, Studios will focus on producing original creative for use on its out-of-home network.

“Marketers look to OUTFRONT Media to provide the best assets and locations in the industry. We are excited to add best-in-class creative and design to our offerings,” said Jodi Senese, Chief Marketing Officer of OUTFRONT Media.

“Powerful creative is a key component in any advertising campaign, especially for out-of-home where having a skilled team to execute show-stopping design is a marketplace game-changer.”

OUTFRONT Studios is led by Eddy Herty, National Creative Director. Under his leadership, OUTFRONT Studios will develop influential displays based on the client’s direct input and OUTFRONT Studios’ proprietary research and industry analytics. The award-winning Georgia Tech out-of-home campaign is one of the first designs developed by the Studios.

“The talented designers on OUTFRONT Media's team created visually appealing designs that were essential in the success of this campaign,” said Courtney Fischer, Advertising Account Executive of Georgia Tech Athletic Association.

“OUTFRONT Studios is a national team of talented designers who are passionate about the industry and how creative can influence its direction,” said Eddy Herty, National Creative Director. “We’re excited to have OUTFRONT Studios, which lets us focus solely on the creative process and see how that can make an impact for the clients’ campaigns.”


Brazil: BroadSign International, LLC powers Flix Media Corporation in South America

The cinema network of 542 screens in 69 locations is adding an additional 800 displays in 2015.

Sao Paulo, Brazil. May 29, 2015. Global digital signage software and solutions provider, BroadSign International, LLC, is powering the launch of Flix Media Corporation in Central and South America. The advertising network is owned by Cinemark Holdings, Inc., a leader in North and South American movie theaters.

As of December 2014, 542 screens across 69 locations had been converted to BroadSign’s platform. In 2015, the network is installing an additional 800 screens in movie theaters and retail spaces.

DLP projectors are used for theater screens, while LCD and LED displays facilitate signage and 9 to 16 panel videowalls in external areas. The BroadSign Xpress smart player completes Flix Media’s digital signage solution, powerful enough to complement projection and flat panel requirements.

“Flix Media looked to BroadSign for software support in launching our digital advertising network due to its working preshow solution with other leaders in the cinema vertical and its proven track record in the digital signage space,” said Adriana Cacace, General Manager at Flix Media. “Moreover, BroadSign’s rule-based approach to the booking and maintenance of campaigns saves significant time for Flix Media compared to the traditional playlist method.”

"We first launched the solution in Brazil to optimize our operations in important cities like Sao Paulo, in which we have a huge market share of 65%, climbing to 80% with the inclusion of other Brazilian regions," added Cacace.

The 61 million customers who visit Flix Media cinemas each year are exposed to preshow programming 15 minutes prior to each scheduled show time. Content consists of entertainment such as behind the scenes footage, trivia, event promotion and advertising that is relevant to the audience of each movie type.

“Flix Media’s selection of BroadSign software and media player offerings is a testament to the features and flexibility of our platform in the cinema vertical,” said Skip Beloff, Vice President of Sales at BroadSign. “We are fully dedicated to helping Flix Media improve the preshow experience and expand its presence across South America.”

USA: Out Of Home Media Exerts Its Influence In Consumers’ Pockets First

As media buyers and brands look to move more towards cross-platform advertising and away from looking at media in single siloes, out-of-home media’s connection to mobile marketing should be considered more often when it comes to an ad campaign’s initial planning phase, according to a recent study by the Outdoor Advertising Association of America.

The OAAA’s study of 1,837 smartphone users found that OOH media is particularly effective when it comes to reaching consumers shortly before they engage in activities such as mobile shopping, search, and social networking. The translation? In some cases, OOH might actually be a brand’s best bet for reaching and getting on consumers’ minds in the crucial moments before they shop or search for products on the go.

“The [OOH] industry displayed broad strength with increases in the billboard, transit, and street furniture segments, which also reflects the growing importance of the digital platform and OOH’s ability to connect with mobile consumers,” said Stephen Freitas, OAAA CMO, in a statement.

This suggests that traditional OOH advertising —which has often been assumed to be too static and “old-fashioned” to capture the elusive attention of today’s smartphone-obsessed consumer — still has a place in a modern marketing mix. Plus, more and more brands are experimenting with digital OOH efforts, many of which are designed specifically with the intention of getting consumers to use their smartphones in order to interact with the media.

Full article here


South Africa: Who’s got the most billboards of them all?

KFC has the most billboards in South Africa. Banking is the most active sector using billboards, and FNB is the most active banking brand. Eating out is the second most active category. These are some of the findings in Posterscope’s latest out of home media audit. Glenda Nevill reports.

Twice a year, in January and again in July, the specialist out of home media agency does “extensive” fieldwork throughout South Africa. It audits all the billboards in South Africa, recording key advertiser, site and media owner information. The audit assesses and evaluates the use of billboards as a key OOH media advertising platform by brands across South Africa. “With each audit we pick up more and more on how specific brands, and brand categories, are using the space,” says Daniel Steyn, strategist for Posterscope.

In terms of trends, he said this audit “identified how only a small number brands are using the channel to target holiday makers over the festive season, especially outside of Cape Town and Durban. Similarly we gain valuable insight into media owners’ inventory, such as who has the best overall quality of sites through our propriety Posterscope rating score for each site which is derived from the audit data”.

The data collected is used to analyse brand activity, develop contextually relevant client insights, and to strategically inform OOH media planning, says Steyn. The January audit checked 10 000 billboards in all nine provinces, travelling 25 000km to do it; 25 fields of data captured; 500 towns visited and 50 000 photos taken.

Full article with infographics here


Australia: No mayday call for Outdoor as revenue continues to grow

The Out-of-Home (OOH) industry today reported net revenue of $52.5 million for the month of May, an increase of 12.5% from the same month last year, which posted a net revenue of $46.7 million.*

Year-to-date revenue has increased by 19.1%, tracking at $249.3 million, up from $209.2 million* for the same time last year. Digital Out-of-Home (DOOH) year-to-date makes up 22.2% of total revenue, up from 14.8% of total revenue for the same period last year. The OOH industry finished 2014 on a record high of $602 million, a 10% increase from 2013.

Category figures May 2015:

• Roadside Billboards (over and under 25 square metres) $17.8 million

• Roadside Other (street furniture, taxis, bus/tram externals, small format) $16.4 million

• Transport (including airports) $10.1 million

• Retail $8.2 million

* The figures have been adjusted for 2014 revenue to reflect changes within categories, allowing direct comparisons in revenue year-on-year.