FEPE Out of Home News 9th July 2015

FEPE Out of Home News 9th July 2015


UK: Ocean launches search for the world’s most creative digital out of home concepts

Ocean has launched its annual competition to foster the best creative work in DOOH advertising, including full motion, subtle motion and interactivity.

For the sixth consecutive year, Ocean is inviting submissions from brands, the creative community and agencies, with the opportunity to win a share of a £450,000 prize pot and a chance for their work to be showcased on Ocean’s iconic DOOH locations and networks across the UK.


This year there are two categories for the best interactive and creative concepts. The finalists will go on to be judged by a panel of industry experts.

It is free to enter the competition, which is open until August 28. The winners are announced at a prestigious awards ceremony at the IMAX in London on October 8.

Ocean CEO Tim Bleakley said: “We have just witnessed one of last year’s winning campaigns for Women’s Aid generate global PR and go on to collect two distinguished Cannes Lions awards; a Gold for digital out of home and a silver in the Cyber category – the ultimate prize and yet another defining moment for this competition which helped make this success possible.

“Ocean has invested in this competition to ensure that we draw a new wave of creative talent to the table, constantly evolving the opportunities presented to brands and ensuring we market and implement them to the highest possible quality.

“It is against this backdrop that we are celebrating the sixth anniversary of a competition that has educated and inspired the creative industry and helped deliver the success story of digital out of home so far by putting digital screens at the heart of creativity. This has always been the ethos behind Ocean, to stimulate understanding and exploitation of the medium and with it, growth and brand count.”

Six years of inspiring creativity in digital out of home

Ocean’s digital creative competition has created individual success stories for specific brands which have shown the world how DOOH can integrate with the latest in new technology.

• Gold Cannes Lions for Women’s Aid’s Look at Me and MicroLoan’s Pennies for Life campaigns

• Top Shop and Twitter presented top trends live as they happen from London Fashion Week, in the world’s first shoppable DOOH screens

• A live broadcast from the Caribbean, created five years ago by British Airways

• Powering a digital billboard using human energy and Pavegen technology to promote the Toyota Hybrid

• Feeding pigs apples in a farm in Buckinghamshire, in real time, via your mobile phone from Westfield, London

• Integrating EEG technology which reads brain waves allowing a game of Mind Pong, controlled by human thought, for The Brain Tumour Charity

• In 2015 alone the two winning concepts generated a global PR reach of more than 134 million across 20 different countries

UK: JCDecaux wins £500m TfL contract

Transport for London is set to appoint JCDecaux to handle the £500 million business for its street furniture in a move that will shake up the outdoor ad industry.

Sources said TfL has selected JCDecaux as its preferred partner but that the decision is subject to a ten-day standstill period. That period is expected to conclude by 20 July, after which a formal appointment will be made.

TfL kicked off the contest to install and operate its street furniture in September last year. The contract is worth up to £100 million a year, excluding VAT, over an initial five years – although there is an option to extend it for an additional three.

Clear Channel UK has held the business since 2005 and maintains more than 30,000 bus shelters and bus-stops in London.

As part of the agreement, it sells advertising on 5,000 sites. The loss of the contract is likely to prompt big changes at Clear Channel. A spokesman for the company said: "In the spirit of partnership, we will not comment on the decision until TfL makes a public statement on the outcome." JCDecaux and TfL declined to comment.

In a separate process, TfL is tendering the contract to sell advertising on the London Underground. Exterion Media, the incumbent, is facing competition from JCDecaux and Clear Channel.


FEPE NEWS: Budapest Congress videos and presentations now available online

The full, high quality videos of each presentation at the 56th FEPE Congress in Budapest are now available to view online.

All members of FEPE International (or non-members who attended the Congress) are welcome to review and digest again each presentation from the 2 days of speakers.

Over the next few days we will be sending out an email to attendees and members with the URL and password for you to watch the videos direct from our website, and to download the pdf presentations.

If you are not a FEPE member and wish to have access, please make contact with us to discuss a membership package, which will also entitle you to discounted Congress attendance in 2016.

The photos of the Budapest Congress (and previous congresses) are also available publically under the "gallery" tab of the FEPE website.

UK: AdGroup Appoints Primesight as Preferred Bidder for Eye Airports

AdGroup has announced Primesight as the preferred bidder for its UK airport advertising specialist Eye Airports.

Subject to successful completion, the transaction would add some of the UK’s busiest airports, including London Gatwick and Manchester, to Primesight’s portfolio of Out of Home advertising sites. Eye Airports’ national network reaches over 100 million passengers a year.

Last year it announced #RedefiningAirports, an £8m investment in advertising media and technology, which represents the largest spend on UK airport advertising this decade. This included the latest high-spec formats and new opportunities for advertisers to “dominate” the airport environment.

Primesight is one of the leading Out of Home advertising businesses in the UK, with a national portfolio of advertising panels including roadside billboards and 6-sheets. The company also markets panels in cinema foyers and the Glasgow Subway. Primesight is investing heavily in digital and is in the process of rolling out “Network”, a national digital 48-sheet product.

Andrew Walker, managing director of AdGroup, said: “I'm proud of the impact that Eye Airports has made on the UK airport advertising industry, however to achieve its full potential, I believe it needs to be part of a larger and broader-based Out of Home group that can build on what our superb team has already achieved. Primesight's culture and aspirations, along with its understanding of the Eye Airports offering, make it the ideal partner. They share Eye Airports’ passion to take airport advertising to the next level.”

Naren Patel, chief executive of Primesight, said: “We are extremely excited about this opportunity. Eye Airports is a unique chance for us to gain a significant presence in the UK airport advertising sector. Airport advertising is great at reaching an upmarket audience in an environment that is perfect for developing digital products and ideally placed for mobile and Out of Home interactivity.”

AdGroup, based in Harrogate, North Yorkshire, comprises a number of different companies mainly in media, technology and printing industries.

Denmark: JCDecaux wins Copenhagen’s street furniture contract

JCDecaux announced last week that following a competitive tender, its subsidiary AFA JCDecaux has been awarded the exclusive Copenhagen’s street furniture contract, for a period of 15 years.

The contract covers the design, installation and maintenance of 645 bus shelters – all containing either count-down traffic information or LCD 42’’ digital traffic information –, as well as other street furniture equipment. It will also include the first network of premium digital screens in the city centre.

In line with Copenhagen’s strong vision of becoming the world’s first CO2 neutral capital by 2025, JCDecaux, ISO-14001 certified in Denmark, has established environmental goals to have the least impact on the surrounding environment: reduction of the total energy consumption for street furniture in the City of Copenhagen by 49 %, use of electrical vehicles for operation and maintenance, use of rain water for washing and cleaning, etc...

Jean Francois Decaux, Chairman of the Executive Board and Co-CEO of JCDecaux, said:

“20 years after the launch of our advertising street furniture concept in Copenhagen, we are pleased to continue and enhance our collaboration with the Danish capital. This demonstrates both the sustainability of our business model as well as our capacity to develop new products and services in Denmark, where the Group has contracts in 29 cities, including 8 of the top 10.

JCDecaux will install well-designed and maintained street furniture and the first digital screens in the city centre, benefiting residents and visitors and delivering valuable audiences to advertisers.

As France hosts the UN climate change conference, COP21, this year, we are also proud to implement an ambitious energy strategy in line with our Sustainable development policy, in order to contribute to the development of Copenhagen into the world’s greenest capital city”.


France: The World's 18 Best Outdoor Campaigns of 2014-2015

The top winners at Cannes, from Cupertino to Buenos Aires

We continue our 2015 Cannes Lions wrap-up today with a gallery of the Grand Prix and gold Lion winners in the Outdoor category.

Only two of the campaigns were done by U.S. agencies, but TBWA\Media Arts Lab made it count by winning the Grand Prix for Apple. Also check out yesterday's gallery of the top Film and Film Craft winners.

Apple/iPhone 6

World Gallery, Brendan O, Cielo D, Jirasak P, Cole R, Teppo K Agency: TBWA\Media Arts Lab Los Angeles/Apple Cupertino

Grand Prix

—Apple found photos it liked from 162 iPhone 6 users around the world and put them on billboards. In all, the campaign featured more than 10,000 installations in 73 cities in 25 countries. Apple called it "the largest mobile photography gallery in history."


Fatty, Nerd

Agency: Prolam Y&R Santiago, Chile 2 Gold Lions —Kids aim their phones, firing squad style, at classmates in this anti-cyberbullying campaign from Chile. Copy reads: "One shot is enough. Cyberbullying represents one of the main causes of depression and suicide among kids at school. If you have a smartphone, use it wisely. Don't kill anyone's self-esteem. The work also won gold in Press.

Full article here

UK: The future of OOH will be defined by innovation

The out-of-home (OOH) advertising industry is at an exciting point in its evolution.

By Glen Wilson, Posterscope

Decisions being made at the moment could have a huge impact on both the long-term and immediate future of the industry.

Transport for London (TfL) is preparing to announce the winner of the London bus shelter OOH contract, and has just kicked off the pitch process for one of the world’s biggest OOH contracts, London Underground.

Each of these contracts will last for a number of years, meaning the winners will control the future of two of the most high value networks of OOH inventory in the UK.

Essentially, TfL’s position as a landlord with an enormous amount of media space inventory means that it is very influential in terms of the direction of the industry.

Unique dynamic for OOH

OOH is the only media industry whose existence is predicated almost entirely on third party landlord contracts. In addition to massive contracts like those held by TfL for both the London Bus Shelter network and the Underground network, there are approximately 7,000 individual contracts in the UK.

These include a broad range of local authorities, public bodies and individuals that happen to have a billboard on the side of their home.

While client media and advertising pitches are familiar and well-understood processes in the communications industry, what’s not so apparent is how important the dynamic of the third party contract is for the OOH sector.

An enormous amount of work goes into each tender, as media owners demonstrate to landlords the sort of future-thinking that keeps them at the forefront of their industry. This means that each tender can be a huge driver of change in what the medium looks like today and how it will look a few years from now.

Bright future for OOH

Encouragingly, even if the exact shape of the long-term future is somewhat unclear, its prospects are not. OOH is on the rise here in the UK. While other traditional media’s audiences are steadily declining, OOH audiences continue to grow.

Outdoor Media Centre reported in February this year that the industry had enjoyed its strongest quarter ever, with revenues close to £300m for the first time ever. In addition, the sector grew by 6.1 per cent in the fourth quarter of 2014 to reach annual revenue in excess of £1 billion, with overall annual growth at three per cent. The medium has also seen higher growth than any other, apart from online, over the past 10 years.

Full article here


USA: A New Word on the Internet

Look up: in Forest Hills, on Queens Boulevard and Seventy-first Avenue, atop the Tudor-style building at One Continental, above the Vitamin Shoppe and a palm-and-tarot reader, is a billboard owned by Lamar, the ubiquitous sign company. The billboard appears, at passing glance, to be advertising a new Apple product, since the typeface is Apple Garamond, in black on a white backdrop.

Cars rush by, commuters hurry into the busy subway station at the corner, a few people absent-mindedly gaze in its direction while sitting at the bus stop. Lamar estimates that a hundred and twenty-five thousand people view that billboard per week. One morning, an artist named Julia Weist stood across the way from the sign, of her making, which reads “parbunkells,” displayed fifty feet wide. She admired it, no matter that hardly anyone seemed to be paying attention.

Look up: parbunkells. “The word is two ropes that are bound together, and have a noose on both ends—so, four nooses, or loops of the rope, on all four ends and merged in the middle,” Weist explained. “That word, to me, was such a nice metaphor for things coming together.” Weist, who is thirty-one, has brown hair and glasses. That day, she wore black and white, matching her installation. She has a masters degree in library science, and found the word while toiling in the rare-book room of the New York Public Library, in a volume that dates to the seventeenth century.

She had wanted to find a word that did not appear in the results of a search engine, a word that was essentially absent from the World Wide Web. (The Oxford English Dictionary, which is accessible online, has the singular “parbuckle,” with the alternate spelling “parbunkel,” and “parbuncle,” dated to 1625; the variants with the letter “N” appeared during those early years, and referred to two crossed ropes with a loop at each end.) Weist wanted to blow the word up (in the mysterious plural), post it in a well-trafficked area, and observe what happened.

The billboard appeared on June 12th and, for the first week, anyone who Googled “parbunkells” landed on the Web site that Weist had set up. “So much about the project has become about impressions and how people pay attention,” she said. Soon, people began to notice, and she let other artists know what she was up to. The word appeared on Reddit, Facebook, Instagram, and elsewhere. Someone created a Twitter handle for the word, and Weist didn’t know who was behind it.

“The only people they were following were, like, Oprah and Jimmy Kimmel,” she said. A company called Redbubble began selling shirts, sweatshirts, coffee mugs, and throw pillows with the word printed on. “There was the first person who paired the word with a cat, because the Internet is about cats,” Weist added. One enterprising person bought the domain name parbunkells.org and put it up on eBay with a starting bid of eight thousand dollars, and a “Buy It Now” price of twenty thousand. Weist was contacted by a group of colonial-era reënacters, seeking more information about how they could use the word. “It’s been such a whirlwind,” she said.

Full article here

USA: Outfront Media Expands Coverage in Southern California with New Bus and Bike Share Programs

New Partnerships “Wins” with LACMTA, OCTA and San Diego Bike Share System

OUTFRONT Media Inc today announced that it has been selected as the new, exclusive partner for the Orange County Transportation Authority’s (“OCTA”) Bus Advertising, Revenue-Generating Program. Beginning September 1, 2015, OUTFRONT will be responsible for all sales, placement and maintenance of advertising on the OCTA’s bus fleet, which includes 807 buses. The agreement has a three-year initial term that can be extended for an additional four-year period.

This win expands OUTFRONT’s Southern California transit coverage to include the entire Los Angeles designated market area. OUTFRONT currently provides similar services for the Los Angeles County Metropolitan Transportation Authority (“LACMTA“) fleet of more than 1,800 buses. The combined fleets will provide advertisers with comprehensive coverage, now including the highly coveted Orange County beach communities of Seal Beach, Huntington Beach and Newport Beach.

OUTFRONT has also entered into a partnership with Miami-based DECOBIKE, LLC to include advertising and sponsorship on the San Diego Bike Share System. This program will consist of 180 stations, 160 of which will be equipped with double-sided, shelter-sized backlit advertising displays. This new advertising platform is currently being rolled-out, and the first advertising displays are expected to be installed this August, with an anticipated completion by the end of 2015.

"We are very excited to be announcing these two new partnerships,” said OUTFRONT Media’s Chairman and Chief Executive Officer, Jeremy Male. “Buses and bike share advertising provide powerful opportunities for both national and local advertisers, and we are delighted that OUTFRONT Media is extending our footprint in these areas.”

OUTFRONT currently sells advertising for existing bike share programs in the cities of Boston and Washington, D.C., and sells advertising and sponsorship in the City of Chicago, making OUTFRONT Media the largest provider of bike share advertising in the US.

USA: Signs of the City: OOH Helping to Improve Main Street

By Nancy Fletcher, President & CEO at OAAA

The recent dust-up over signs in Times Square – questions surfacing if government was pushing to remove these icons – focused me on the connection between our business and city life.

First, to be clear, signs in Times Square aren’t going anywhere. A press frenzy, fueled by wild exaggerations in the blogosphere, has fizzled. New York City Transportation Commissioner Polly Trottenberg declared in May, “The signs in Times Square are wonderful. They’re iconic. They’re not only a global tourist attraction, they’re important to the economy.”

Stepping back from the Times Square flap, for the sake of perspective, I recalled that OAAA published a book 20 years ago called “Signs of the City,” by urban planner Tom Martinson of Minneapolis.

“Billboards are a dynamic part of the townscape,” wrote Martinson in 1995. “They bring change, color, and humor, visually energizing the city. In this respect, billboards contribute to the visual richness and diversity of great cities throughout the world.”

Well put. But, as Paul Harvey would say, here’s the rest of the story:

• Urbanization is a powerful trend. Today, more than half of the world lives in a city. By 2050, seven out of 10 will be in a metro area.

• OOH complements urbanization by connecting government, commerce, and people, and supporting transit.

• New research highlights the global appreciation and acceptance of our medium in cities.

Inhabitants of Barcelona, Brussels, Dublin, London, Naples, Paris, and Stockholm voiced strong support for OOH as a way to support public transit, outdoor city space, and vibrant city life, according to the recent report “Out of Home into the City: Transforming Cities by Engaging Citizens.”

Full article here

USA: Lamar Advertising Company Announces Acquisition of Alliance Airport Advertising, Expanding Media Inventory in Five Airports Across the U.S.

Lamar Advertising Company today announced its recent acquisition of Alliance Airport Advertising.

The acquisition adds a variety of traditional advertising and experiential displays in five major airports, enhancing the nation's most distinctive out-of-home advertising portfolio. Alliance operates airport advertising concessions at McCarran International Airport (Las Vegas, NV); Phoenix Sky Harbor International Airport (Phoenix, AZ); Salt Lake City International Airport (Salt Lake City, UT); Portland International Airport (Portland, OR); and Bob Hope Airport (Burbank, CA).

With the transaction, Lamar now operates advertising concessions at a dozen airports that serve more than 125 million passengers annually.

"We are thrilled to bring the Alliance team on board," said Lamar chief executive Sean Reilly. "As we've gotten to know the airport advertising business over the last several years, we have recognized that it's a terrific fit within Lamar. Alliance has established powerful relationships with some of the nation's leading airports, and we look forward to extending their proven operating model to additional airports."

Shauna Forsythe, who founded Alliance 16 years ago and served as its president and chief executive, will lead Lamar's airport division, to be known as Lamar Alliance Airport Advertising. "Bringing our two companies together creates a powerhouse for our airport partners," said Forsythe. "Our expanded footprint will offer airports nationwide the opportunity to experience our personal attention and service, with strengthened sales. We are the alternative. And we're a good one."

Financial terms of the transaction, which closed July 1, were not disclosed.



Nigeria: Conoil Quatro Engine Oil Wins OAAN Award

OUTDOOR Advertising Association of Nigeria (OAAN) has declared Conoil as the overall winner of its prestigious yearly exhibition and poster award for 2015.

According to OAAN, Conoil's advert on its flagship engine oil, Quatro was adjudged the best in outdoor advertising in Nigeria. The company's Quatro outdoor advert was also declared the best in the petroleum industry.

The OAAN Exhibition and Poster Award is the industry's highest platform that rewards and promotes creative excellence in outdoor advertising. The panel of judges for the highly competitive award was drawn from among the sub-sectors relevant to the practice of advertising in the country including Advertising Practitioners Council of Nigeria (APCON), Association of Advertising Agencies of Nigeria (AAAN), Advertisers Association of Nigeria (ADVAN), OAAN, Media Independent Practitioners Association of Nigeria (MIPAN), the Academia, Brand Journalism Desk and the Consumer Protection Council.

This year's edition was the ninth in the series and had over 110 entries submitted for the various categories from telecommunications to banking, diary food and beverages, non-alcoholic drinks, oil and gas, household products and automobile. Others include pharmaceuticals/cosmetic information/computer and technology (ICT), alcoholic drinks, electrical/electronics, public service and real estate. According to the organisers, Conoil's advert won the grand poster award because of its creativity and originality, the ease of product identification and effective illustration of its visual.

The judges also considered the relevance of its message, its simplicity, credibility and impact. The theme for this year's event, "Be Bold", was chosen, according to OAAN, "because of our conviction that creativity is largely a product of ingenuity and it takes thinking out of the box to come up with a message that will connect the mind and the pocket of the viewer with the product."

Commenting on the award, Conoil Management said they were pleased and excited, adding that "the award is a reflection of our dedication, initiative and talent as Team Conoil. It is yet another proof of our trail-blazing position in the downstream sector of the petroleum industry, and the nation's business community in general."



India: Tom Goddard to speak on real-time OOH advertising at OAC

FEPE International Vice President and Chairman of Ocean Outdoor Tom Goddard will be speaking at the Outdoor Advertising Convention (OAC) which will be held at Renaissance Mumbai Convention Centre Hotel during July 24-25.

Tom will provide a global perspective on how new technologies are transforming OOH advertising.

In an always-on environment like today, brands are able to connect with consumers at most times while they are on the move.

Given that the majority of target consumers spend more time out of home, consumption of OOH advertising is expected to increase several fold. This consumption can be augmented with effective use of interactive technologies, paving the way for what now termed as real-time advertising. Tom is a shareholder and director of a number of private media companies.

He is also Non-Executive Chairman, Marketing Force, UK; Executive Deputy Chairman, Amscreen plc, UK, and Non-Executive Chairman, Bravo, Ireland. Besides, he acts in an advisory role for UK and US based Private Equity.

Until 2007 he was CEO for CBS Outdoor’s International division, overseeing a team of over 2,500 employees across Europe and Asia, with revenues of approx. $800m posted in 2006.

Prior to his seven year term at CBS he worked (at C.E.O. level) for several major UK and International OOH companies including Viacom, Metro Advertising and Maiden Outdoor. Tom Goddard is also a member of the London and Euro Chapters of the World Presidents Organisation.



Lebanon: Pikasso expands!

Pikasso announces that it just completed the works on the second block of its Beirut Headquarter, consisting in a five floor building and three underground car parks with a capacity of 55 cars.

The added BUA (Built-up Area) is of 4,000 m2. The new building hosts a state of the art posters dispatch center, one floor dedicated to the technical department, another one to the Iraqi team based in Beirut, the Patrimony department as well as a gym fully equipped dedicated to the staff members.

The design was done by the architectural firm Archika that already conceived the first block in 1995.

The Beirut Headquarter of Pikasso hosts its holding company Yellow Spirit which manages the finance, the marketing and the development departments of the subsidiary Group.

Saudi Arabia: JCDecaux ATA wins the advertising contract at the new Prince Mohammad bin Abdulaziz International Airport in Madinah

JCDecaux announces today that its subsidiary JCDecaux ATA (held 60% by JCDecaux, 40% by ATA) has won the advertising contract for the new Prince Mohammad bin Abdulaziz International Airport (PMIA) in the city of Madinah in the Kingdom of Saudi Arabia. This agreement has been reached with Tibah (consortium between TAV Airports, Saudi Oger and Al Rajhi) which operates the new Madinah airport. This exclusive 10-year contract includes all indoor and outdoor advertising solutions.

As part of this contract, JCDecaux ATA will install iconic structures on the Access Road, networks of pole mounted digital screens, premium static displays, offer passenger jet bridges and implement activation opportunities. With the signing of this contract, JCDecaux ATA maintains its exclusivity over the airport territory within Saudi Arabia after having won the rights to the country’s 26 airports in 2010. The current airport in Madinah catered to 5.7 million passengers in 2014 (+22% vs. 2013) and is the fourth busiest airport nationwide, while the new PMIA will have a capacity of 8 million passengers.

Madinah is home to the second holiest site in Islam and was searching for state-of-the-art facility upgrades for its ever-growing number of pilgrims, especially during the Ramadan and Hajj periods. This project is indicative of the Kingdom’s ongoing efforts to modernize infrastructure and is the first major airport to be delivered as part of this process.

Dr. Sani ?ener, CEO of TAV Airports, said: “It is fundamental for both the city and gateway of Madinah to offer passengers with modern facilities worthy of this holy city. Advertising is an important component of such change. We are pleased to continue JCDecaux’s agreement with PMIA and look forward to innovative advertising solutions and services which will enhance the passenger experience”.

Jean-Charles Decaux, Co-CEO of JCDecaux, said: “We are very pleased that the new Prince Mohammad bin Abdulaziz International Airport has chosen the outdoor advertising expertise of JCDecaux ATA. As N°1 in airport advertising in Saudi Arabia, it is exciting to be part of KSA’s infrastructural evolution. The new PMIA will showcase our capacity to transform the airport environment with innovative and premium communication offers, optimizing visibility for our clients. This is further recognition of JCDecaux’s expertise in creating tailored solutions for airports”.