FEPE Out of Home News 6th August 2015

FEPE Out of Home News 6th August 2015


UK: Rapport wins £12m 20th Century Fox out-of-home account

Rapport, the out-of-home media planning and buying agency, has won a £12m account with 20th Century Fox across the theatrical and home entertainment arms of the film corporation.

Taking over from Vizeum UK and Posterscope, who previously handled out-of-home media planning and buying, Rapport will work alongside Vizeum who have been retained for all other media planning and buying at the firm.

Chris Green, theatrical marketing director at 20th Century Fox commented: “We are excited to be working with Rapport who have been highly rated by everyone we speak to. We look forward to a constructive partnership with them and the media owners as we adapt within an ever changing market to deliver best in class marketing campaigns that really engage consumers in the out of home environment.”

Chris Marjoram, managing director at Rapport added: “We’re thrilled to have been appointed by 20th Century Fox. The team there is highly respected for what it has achieved in the film industry and we’re thoroughly looking forward to helping them realise Fox’s future ambitions.”


Switzerland: Coveted SBB Infrastructure Partner Award bestowed upon Daktronics

Daktronics is proud to announce its acceptance of an Infrastructure Partner Award from Switzerland’s largest travel and transport company, Schweizerische Bundesbahnen (SBB).

The award distinguishes Daktronics for the excellence of its successful pilot installation in the city of Neuchâtel, which included two LED displays. The installation was completed in October 2014 and deemed to be in a very short time frame offering great customer service.

Daktronics partnered with SBB to install 50 LED video displays – a total of 475 square metres – throughout 17 railway stations across Switzerland. Following the pilot, the next 40 displays at 14 different railway stations will be installed between July and November 2015, with the installation of eight additional displays at another two locations to be installed through 2018.

SBB is the first public transport company in Europe to introduce large-screen, central displays with LED technology of this scope across its network. The project upgrades SBB’s technology from flip-digit displays and some previously existing digital signage, to a full remit of new LED displays that are more flexible, easier to control and service, and ensure clear, visible customer information at its stations. The displays will show a combination of train schedules and travel information to advertising and emergency messages.

Marco Guggisberg, Schweizerische Bundesbahnen SBB Software Engineer, IT Department for Customer Information, said, “A special thanks to everyone involved at Daktronics to achieve the goals of SBB in a timely and flexible manner. The quality you delivered in the software exceeded my expectations.

Together, we worked as an ‘international’ team and in the end have a solution that will work well for SBB and makes it possible to bring much more information to the LED displays for our customers in the future. Great job!”

Pete Egart, Vice President of EMEA & Latin America, stated, “It is a great honour for Daktronics to receive this award from SBB. The project itself is a ground-breaking first in EMEA and Daktronics is very proud to have partnered with SBB to achieve this common goal. To win an award for the high quality and discretion of the install – elements we consider as standard practice at Daktronics - aligns our current practices and the strongly held understanding that our customers are at the focus of our business.”

UK: Goodwood activate Qatar sponsorship with first use of digiBOARD in UK horse racing

The Qatar Goodwood Festival witnessed a first in UK horse racing, with over 120 linear metres of high resolution digital signage featuring along the final furlong and finish post. Headline partner Qatar, along with companies including Jaguar Land Rover, Neptune Funds and Natwest, activated their sponsorship with full motion advertising on the cutting-edge solution.

Following the largest single sponsorship deal ever done for the benefit of UK horse racing, an exciting and unique platform for brand activation was required for the occasion. digiBOARD digital signage surpassed the impact and engagement that traditional static boards can generate, while also delivering the flexibility to change content and sponsor advertising depending on the race taking place and time of day; allowing maximisation of commercial opportunities and for spectators to enjoy live information like race winners.

Unique use of digiBOARD

More commonly seen at Premier League football grounds, rugby stadiums and arenas, LED perimeter and digital signage systems deliver exposure for multiple brands, which in turn drives revenues for venues and rights-holders.

ADI’s market-leading digiBOARD product features at 13 of 20 Premier League grounds and delivers incredible picture quality, clear bright playback and exceptional reliability. The system installed at Goodwood features 8 staggered 8 metre digiBOARD panels along the final furlong and a 60 metre long digiBOARD strip at the finish post – all featuring outdoor10mm SMD.

The digiBOARD solution is complimented by some of ADI’s other popular products; including the iCONIC 100+ screens, which are the world’s largest, highest resolution mobile LED displays.

Nick Robinson, Screen Rental Director at ADI commented, “We’ve taken one of our proven technologies and created a bespoke digital platform that met the unique requirements of the event sponsor and the venue. The result is visually spectacular, creating outstanding brand exposure that engages race-goers at the Festival and TV audiences. It has also created a new attractive aesthetic in horse racing that’s never been seen before in the UK.”

Since securing the contract of exclusive screen supplier in 2013, ADI have helped Goodwood enrich the live spectator experience and drive promotional and commercial value for their partner brands and sponsor brands.

UK: It’s official - out of home (and leafletting) works

Many of you will know Bob Wootton, Director of UK advertiser association ISBA, from his appearances at the Milan 2012 and Vienna 2014 FEPE Congresses.

He tells us that he recently ran a small campaign of his own as part of his search for somewhere secure to house a new car.

He posted flyers on all the 30 lockup garages in his near neighbourhood in London and also leafletted adjacent houses’ letterboxes.

From several prompt responses, two yielded particularly suitable locations. One is so close he can easily see it from his house.

Proof positive of the effectiveness of OOH at a personal level for a key industry advocate in an important market!

(And the amplification of campaign effectiveness when combined with other media, eh Bob?) 

UK: Is artificial intelligence the copywriter of the future?

Marketing execs often drone on about how ads need to be engaging, but one campaign that just kicked off in London is taking engagement to a whole new level. Using artificial intelligence, the “smart poster” actively changes in order to engage those nearby and could represent a whole new marriage of technology and advertising.

Created by M&C Saatchi, Clear Channel and Posterscope as a proof of concept, the poster ad will rewrite itself to sell a fictional coffee brand, Bahio.

“This innovation is breaking new ground in the industry because it’s the first time a poster has been let loose to entirely write itself, based on what works, rather than just what a person thinks may work,” David Cox, the chief innovation officer at M&C Saatchi, said in a release. “We are not suggesting a diminished role for creative, but we know technology will be playing a greater part in what we do.”

The technology uses an algorithm to test different combinations of elements including image, copy, font and other features.

“This pioneering campaign demonstrates what the evolving capabilities and unique agility of the digital out-of-home medium can offer advertisers,” according to Glen Wilson, the managing director of Posterscope.

An attached camera can measure the visage of viewers and note if they seem pleased, sad or neutral in regards to the ad. Armed with this information, the ad’s algorithm can decide how successful certain combinations are at engaging those nearby.

“DOOH [digital out-of-home] campaigns can already tweak creative as they go, using real-time technologies that adapt based on factors like temperature, weather, travel info, location and time of day,” Wilson continued. “This experiment goes one step further, evolving beyond a pure reliance on environmental factors to add emotional engagement as a measurable trigger, to ensure campaigns achieve maximum relevance.”

The ads will run in London until August 21. The partners haven’t revealed if they are planning to use the groundbreaking technology to sell actual products anytime soon.

“We know that this is merely scratching the surface of the potential for artificial intelligence in the digital out of home arena and are very much looking forward to exploring the possibilities this kind of technology presents for advertisers in the near future,” Neil Chapman, head of Create at Clear Channel, explained.


Germany: viscom – International trade fair for visual communication 4th – 6th November 2015 in Düsseldorf

Six worlds, two halls, one trade fair. The new structure with six theme worlds in the halls 8a & 8b at the Exhibition Centre düsseldorf serves to comprehensively cover all visual communications sectors. In the “Technology and Materials” segment, viscom will aim at equipment and materials buyers, advertising technicians, print service providers, and furniture and equipment suppliers, while the “Application and Marketing” segment will target brand manufacturers and distributors, manufacturing and retail marketing decision-makers, agencies, creative talent and designers.

That’s what viscom stands for: Inspiring your business

What’s possible – how is it done – who can do it? In short: Inspiring your business. At viscom, visitors get an opportunity to broaden their horizons while at the same time being able to find all their primary interests bundled in one place. Synergies between various exhibition segments can be perfectly leveraged. “Anyone visiting viscom will bring ideas and inspiration back to their business and to the business they do with their customers,” says Petra Lassahn. “Our event’s lifeblood is discovering and combining new forms of customer communication.” By now, viscom has emerged as the industry’s gathering spot for anyone working in advertising-related communication and design. At the same time, viscom remains strong in its core areas advertising and printing technology. For instance, it’s the only trade fair in Europe that offers a 360° look at visual communication.

The core – the world of inspiration

With 350 exhibitors, a great seminar programme and lots of special areas an exceptional atmosphere is created. The world of inspiration builds the center. On the 650 square meters big area the nominees of the Digital Signage Awards will be presented, lectures will be told and Best Practice examples will be shown.

Some more main aspects, which you can experience in Düsseldorf:

Exhibitors out of these fields:

  • object design 
  • printing and finishing services 
  • shopfitting
Special shows with highlights like:
  • designmaker: competition, which shows, which design-ideas you can put on very different exhibits

At all fair days there are seminar programmes, lunch & learns and workshops with the topics: “The world goes visual - visual communication moves the worlds”. In the middle stand topics like Digital Signage, marketing at the POS and signmaking.

Digital Signage Best Practice Award 2014

Beside other Awards like the Superstar or the designmaker the Digital-Signage-Best- Practice Award will be awarded, because nowhere in Europe you can find so much Digital Signage products like at viscom düsseldorf 2015. Marvel the finalist at the special show. You also can be a part of this breathtaking show. Reviewed by a high class jury you can present you and your product on a special Award area. The price-giving takes place on the new networking evening the Digital Signage Award Night. For more information click here http://www.digital-signage-best-practice-award.de/ .

About viscom düsseldorf 2015

From classic advertising technology to digital printing through to digital advertising and POS media – with its six theme worlds, viscom presents the innovations in visual communication. In addition to the inspiring synergies created by the six themes – large format printing – signmaking – object design – covering the “Technologies and Materials” segment and – digital signage – POS display – POS packaging – covering the “Applications and Marketing” segment, the event is clearly structured and thus leaves plenty of room for the development of each sector’s identity. A key factor for the success of viscom exhibitors and visitors alike, the event blends a classic trade fair with application-focussed special shows, European-level awards and an extensive supporting programme. This diversity is reflected in the trade fair’s visitor target groups, as well: viscom is aimed at brand manufacturers and distributors, manufacturing and retail marketing decision-makers, object designers, equipment and materials buyers, craftsmen, agencies, and creative talent.

Alternating locations between Frankfurt and Düsseldorf, viscom 2015 will take place from Wednesday, 4 November, to Friday,6 November. Some 350 exhibitors and 13,000 trade visitors are expected to attend. Free invitation to viscom düsseldorf 2015 - exclusive for you: We invite you as a member and partner of the association IVCA to viscom düsseldorf 2015 with no ticket charge.

Please redeem your voucher with the e-Code, which we will send to you (expected in the beginning/middle Mai) at our ticketshop at our website www.viscom-messe.de and get a free day ticket for the International trade show for visual communication.

Further information about all topics you can find here www.viscom-messe.de.

UK: Beacon partnership delivers end to end solution for high scale Out of Home mobile campaigns

International mobile proximity marketing and payment solutions company, Proxama PLC signs significant strategic partnership with leading Beacon hardware specialist, Kontakt.io.

Kontakt.io, is one of the confirmed beacon suppliers for Eddystone (the new open beacon format from Google) and is a leading global provider of beacon hardware and proximity solutions. The company has partnered with Proxama to provide Beacon technology for deployment to the Proxama Network.

Kontakt.io’s solution will operate with Proxama’s award-winning TapPoint® proximity marketing platform to enable brands to deliver digital experiences based on the user’s current physical context and location, via mobile. This helps brands to increase consumer engagement and app retention across a network of high footfall, high dwell locations.

The partnership with Kontakt.io means that Proxama continues to deploy innovative solutions utilising their TapPoint® platform to deliver a best in class experience for consumers. Both companies will work closely together developing joint business opportunities and providing a complete end-to-end service for clients.

The announcement follows Proxama’s recent roll-out of high profile beacon installations with leading Out of Home media owners Eye Airports and Exterion Media, the first phase of which will roll out in 8 of the UK’s leading airports and 500 London busses. Following phase one, there is the opportunity to roll-out to further airports and potentially 8,500 London buses.

Jon Worley, CEO of Proxama’s Proximity Marketing Division said:

“With the recent news about Google’s new Eddystone open beacon format, the proximity marketing sector is set to accelerate even quicker. We have already anticipated that future requirements for beacon hardware will definitely evolve over the coming months and therefore spent a lot of time researching the best beacon technology options available, as finding the right partner was essential to our ambitious plans. Kontakt.io supplies a high quality product which will not only bring us increased capabilities, but also will provide us with the ability to deliver highly effective scalable mobile campaigns across the Proxama Network, at the same time enabling cost efficiencies. Kontakt.io will be hugely instrumental to our goal of creating a large beacon-powered network for media owners, app owners, and advertisers, and it’s great to have found a like-minded partner that has a common goal to deliver quality beacon-led experiences that consumers will value.”

Szymon Niemczura, CEO of Kontakt.io said:

“It was important for us to have a partner that shares our vision and can operate at enterprise-level. Proxama has a long-standing track record of successfully delivering innovative and market-leading proximity initiatives just like Kontakt.io, so we’re excited about this partnership. Kontakt.io already has a global reach and we’re really well-placed to work closely alongside Proxama as we help develop global opportunities for both businesses. This partnership is a great chance for us to collaborate and lead the market together.”



USA: OUTFRONT Media To Lease Assets For Wireless Communication Attachments

OUTFRONT Media Inc. announced recently that it has entered into an exclusive partnership agreement with Diamond Communications LLC to market and manage wireless attachment placement opportunities on OUTFRONT Media's leased and owned assets.

"Our advertising medium reaches a mobile audience all day, every day, and it's a natural partnership to lease our billboard and other assets to wireless carriers who need to meet the ever-growing needs of mobile users," said Jeremy Male, Chairman and Chief Executive Officer of OUTFRONT Media.

"With over 25,000 sites concentrated in the top U.S. markets, our assets are strategically located to help provide wireless carriers with improved capacity for consumers and first responders. We're excited to partner with Diamond to help us grow this strategic revenue opportunity."

"We believe our partnership with OUTFRONT Media will help to address the wireless carriers' nationwide network deployment needs," said Ed Farscht, Chairman and Chief Executive Officer of Diamond Communications.

"Diamond is looking forward to a successful strategic relationship with OUTFRONT Media."


Uruguay: Hyundai’s message rings loud and clear

Moved by the reality of automobile fatalities in Uruguay (the country saw 500 deaths due to car accidents in 2014), Hyundai resolved to increase awareness of the danger of texting while driving.

The car manufacturer designed special builds in ten locations across the capital city, Montevideo, to look like car rooftops made from cracked cellphone screens.

The straightforward and stirring roadside visuals effectively represented Hyundai’s campaign message, “Do not lose control because of texting.”

Watch the video here


Canada: OMAC Announces 2015 OOH Conference

The Out-of-Home Marketing Association (OMAC) is hosting ACTIVATE, an OOH conference on Wednesday October 28, 2015 at the Glenn Gould Studio in Toronto.

ACTIVATE is a half-day conference that promises to inspire and challenge advertisers and agencies to re-think OOH advertising and the role it can play in connecting brands with consumers in creative and engaging ways.

Industry leaders will provide their perspective on the evolution of the OOH space as digital and emerging technologies transform OOH into a dynamic medium with the ability to create interactive and immersive experiences. Marketers and agencies will discuss how OOH can deliver relevant and emotional engagement in a multi-channel universe by sharing campaign strategies, insights and results. A trade show will offer networking opportunities and the chance to check out what’s new in OOH.

Speakers include:

Michael Trautmann Co-founder and CEO thjnk, Germany (pictured)

Mike Bascom Director of Marketing, High End Brands Anheuser-Busch InBev

George Ault Associate Creative Director Zulu Alpha Kilo

More speakers will be announced over the next few weeks.

For more information about ACTIVATE and to register click here.

Early Bird Registration until September 15, 2015.

USA: Bob McCuin Joins Clear Channel Outdoor Americas As President Of Sales

Clear Channel Outdoor Holdings, Inc. today announced that Bob McCuin has joined the company as President of Sales, Clear Channel Outdoor Americas (CCOA), a subsidiary of iHeartMedia, Inc. McCuin, who will oversee Clear Channel Outdoor's strategy to drive innovation and growth across its business lines, brings extensive experience leading media sales organizations to greater performance across national and local markets. He will report to Scott Wells, Chief Executive Officer, CCOA.

McCuin joins Clear Channel Outdoor from TownSquare Media, third largest owner of radio stations in the U.S. As SVP, Sales for Townsquare, Bob developed a cross platform sales organization yielding local, regional and national sales growth in all channels.

Prior to that, McCuin was Vice President of Sales for Clear Channel Media & Entertainment (now iHeartMedia), New York City, where he oversaw sales for the company's six radio stations in New York and their digital operations and created an integrated sales structure that resulted in revenue growth ahead of the market for each of the three years he held that position.

Prior to that, he guided WEEI to leadership in the Boston market and created the first dedicated sales organization for CBS's flagship sports outlet in Chicago.

"We're thrilled to have Bob here, and because he already has strong existing relationships with the iHeartMedia team, it will enable us to more easily use the benefits of the entire company to drive opportunities for our Clear Channel Outdoor advertisers," said Bob Pittman, Chairman and Chief Executive Officer, iHeartMedia, Inc. and Clear Channel Outdoor Holdings.

"I am delighted to welcome Bob back to the iHeartMedia family with such an important role at Clear Channel Outdoor."



Australia: July Kicks Off Quarter with Strong Results

The Out-of-Home (OOH) industry today reported net revenue of $47.9 million for the month of July, an increase of 9.5% from the same month last year, which posted a net revenue of $43.8 million.*

Year-to-date revenue has increased by 17.5%, tracking at $350.8 million, up from $298.6 million* for the same time last year. Digital Out-of-Home (DOOH) year-to-date makes up 24.0% of total revenue, up from 15.5% 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 July 2015:

• Roadside Billboards (over and under 25 square metres) $17.1 million

• Roadside Other (street furniture, taxis, bus/tram externals, small format) $14.7 million

• Transport (including airports) $9.0 million

• Retail, Lifestyle and Other^ $7.1 million

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

^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, café panels and the inventory of the OMA’s newest member Tonic Health Media which includes digital screens in doctors surgeries and medical centres.


South Africa: It’s not about digital. It’s not about mobile. It’s certainly not about billboards

So what is digital out of home (DOOH) advertising really all about? It’s about connecting brands and communities in context. It’s about connecting brands and people through content. And it’s about connecting brands and consumers with commerce, says Alasdair Muller of Continental Outdoor Media.

When reflecting on the scope of this article, one is struck by the similarities that the current DOOH market had with the early days of radio and television.

“Really?” you ask. Well let’s expound. In the early days of radio, the medium was so new people had no idea how to use it to communicate effectively. Advertisers and broadcasters were only learning the strengths of the medium we are so fully aware of today, so much so that many early radio programmes comprised people simply reading out newspaper articles. As the medium has evolved we have seen a complete turnaround in how communication is directed and how content is delivered and consumed. We now know how it works and how to make it work for us. Likewise, the first TV advertising wasn’t even recorded, it was live. Live reads and live enactments and at first, what was really a form of audio-visual radio.

One is struck by the conclusion that this is exactly what could happen with DOOH.

On reflection, it seems that the benefits of DOOH are largely not being effectively harnessed, and the majority of DOOH is being treated as traditional static outdoor. In this way we all fail to take advantage of the benefits that a connected digital channel can bring to the party.

Recent statistics from the United Kingdom suggest that two out of every three DOOH campaigns are conceived and created in the same manner as traditional outdoor campaigns. No moving artwork, no real-time changing of content. For all intents and purposes, little more than a traditional OOH campaign on a digital screen. If we look at the current DOOH market in South Africa, we can discern a similar pattern. Perhaps an even higher level of incidence.

As an industry, we run the risk of not embracing the full potential of the DOOH landscape and the ability to really drive consumer engagement and sales.

Advertisers want mediums that are flexible and able to deliver content to audiences in a way that we were never able to before. So with this in mind, what does DOOH offer us, and how could we optimise our use of this medium?

Full article here

Nigeria: OAAN records major achievement with completion of own building

Outdoor Advertising Association of Nigeria, OAAN which has the objective to promote and sustain the recognition of the association as the only competent body that determines the competence of outdoor advertising companies in Nigeria has recorded a major achievement since its establishment in 1964 with the commissioning of its ultra modern building in Lagos.

Speaking during the commissioning of the house, immediate past President of the association, Charles Chijide, agreed that the completion and commissioning of the house is major achievement to the association. According to him, “I really commend the foresight of all my predecessors. They are all men of high-level foresight and they played commendable roles both at different times when they had the opportunity to serve and to ensure that the dream to have our house is realized.”

Besides OAAN house, Chijide listed some of his administration’s achievements, which included the resuscitation of poster award that has now gained international dimension and capacity building in partnership with North Dakota University, USA. He noted that the capacity building which was slated to be a yearly training program was first held in April this year and was well attended by OAAN members.

“Having signed the MOU on behalf of the Association, the university has now agreed to rotate the training round major universities in the USA and the one for next year will be in partnership with the Harvard University.” He also disclosed that OAAN has partnered Posterscope to take Out-of- Home practice to the next level through various seminars and training, which will be done yearly.

Speaking on the future of outdoor advertising in Nigeria, he said it will be great as it has now become one of the strongest sartorial groups in the advertising board.

Kelechi Nwosu, President, Association of Advertising Agencies of Nigeria, AAAN commended the efforts of the OAAN in completing the building, adding that the building is a good development and a beautiful place for people to have meetings, retreats.



India: ‘Social media will amplify OOH’

Mauricio Sabogal is the Global CEO of Kinetic Worldwide, a leading planner and buyer of out of home media. In the past, Sabogal was Global CEO of BPN, leading global operations for the newly-launched IPG Media brands, becoming the first Latin American to reach the position of Global CEO of a media agency. During his time at BPN he built the network, expanding operations to 26 countries and winning significant creative awards at Cannes Lions and Festival of Media, among other important festivals. In an interview with cat.a.lyst, Sabogal outlines the future for the OOH business and talks about how digital can actually help the cause of the medium.

Is regulation playing a huge role in restricting the growth of OOH?

Yes, that is a trend one is beginning to see at a global level. That’s both because of the clutter as well as the desire among governance to create a good environment for people. However, on the other hand, when they realise that OOH generates value for the community, governments are certainly open to allow them. In New York, Titan, one of the big OOH advertising agency vendors in the US, has got the contract to set up free wi-fi services for the citizens of New York, in spots that used to belong to payphones. The spots also become transit media avenues. Google has also invested in the venture. They are providing value to citizens in terms of free wi-fi. The government agrees that it is a service to the community, hence they are allowed to use the spots for advertisements. We are even seeing outdoor advertising companies advising governments on how to monetise their assets and get value through advertising. Regulation is, however, a good thing because it ensures that there are fewer outdoor assets with a higher value and the value for the community is also maintained.

You say that social media and technology will actually help the cause of outdoor advertising media. Can you elaborate?

The first thing is the lesser the fragmentation, the better it is for us. The outdoor medium has always been seen as a fragmented industry. In India there is talk that there are around 2,000 owners of outdoor media assets. However, I am sure that it’s less fragmented than the internet. There are thousands of internet sites that are available for advertising. That said, social media will actually allow the amplification of outdoor media. If someone takes a picture of an interesting billboard, it becomes viral and travels all over the world. In the case of Peru, a single billboard caught the attention of the world two years ago. The billboard created potable water from the humidity of the desert air and won laurels across the globe. It was in the right location. It solved a situation for the community — lack of water. It was a creative idea, as the machine behind the billboard could be easily installed in a tower or a house, hidden away from the public view. However, it was cleverly positioned as the world’s first potable water billboard. So, such ideas lend themselves to be amplified through technology.

Then, why is the pie of OOH in a state of decline?

I don’t think so. The traditional OOH is stable while the digital OOH space is growing. That’s because digital is increasing the possibilities through OOH. Then digital OOH is sold differently — as it sells by the second, you can have multiple advertisers occupy a single spot. Third, digital advertising could cannibalise television but not necessarily the static billboards. I would say the overall business is expanding because of the digital OOH.

Full article here