World OOH News 11th July 2019

World OOH News 11th July 2019


WOO: World Out of Home Organization (WOO) confirms Toronto date for inaugural Congress

The World Out of Home Organization (formerly FEPE International) has confirmed Toronto in Canada as the venue for its 2020 Congress. The Congress will be held from June 3-5.

WOO represents Out of Home media owners, specialist agencies and suppliers worldwide. Toronto will be the latest in a sequence stemming back to 1959, as FEPE. The 2019 Congress in Dubai attracted a record 450 plus delegates from all parts of the world including the biggest representations to date from South America, China and India.

Toronto will be the first time Congress has returned to North America since being held in Montreal in the 90’s.

WOO President Tom Goddard says: “Dubai in 2019 was a step change for the organisation, not just because much-loved FEPE became WOO to reflect its global stature.

“We had more delegates than ever and feedback from the Congress showed clearly that delegates valued the presentations as well as the opportunity to network with colleagues from across the world.

“Congress is unique among international media events in bringing all sides of the industry together and pulling in the same direction for the good of the medium. We expect Toronto to be another big step forward for the Out of Home industry.”

UK: Talon Acquires Grand Visual Agency and QDOT Ad Tech Provider

As part of its continued international growth, Talon has extended its global independent OOH offering, with the addition of market leading digital OOH creative services specialist Grand Visual, and its digital OOH Ad tech provider QDOT.
The strategic acquisition enables Talon to further enhance its abilities across the US and to manage the increased demand for dynamic utilization of the digital landscape as the OOH industry evolves. Through this extension of services and abilities, Talon will continue to develop new ways to better serve clients and contribute to making the industry ‘Smarter as Standard’.
Grand Visual and QDOT employ 48 people globally, across London, New York and a development hub in Montevideo, Uruguay. Both companies will continue to run with the existing management structure, led by founder and chief executive Neil Morris, and Grand Visual managing director Dan Dawson and QDOT managing director Ben Putland.
Grand Visual will retain its identity, and continue to work autonomously with agencies, media owners and client brand teams, including Warner Brothers, Amazon Studios, Netflix and Spotify.
The purchase follows Talon’s acquisition of US independent OOH media agency Grandesign earlier this year, along with the launch of international network Plexus, connected traveller offering Latitude and proprietary Ad tech platforms Plato and Ada.
Barry Cupples, Group Chief Executive Officer at Talon commented:
“As we continue to invest in our proposition as a global independent OOH media specialist, we are excited to bring Grand Visual and QDOT into the Talon Group. QDOT’s world leading technology platforms and Grand Visual’s expertise in digital storytelling, means we are in an enviable position to offer true end-to-end service for our clients - as well as providing a tailored solution to those who need to plug specific services into their own OOH ecosystems.
“As the industry moves towards a more evidence-based economy, we feel confident that the breadth of our experience, services and capabilities will help to elevate client services further enhancing our smarter as standard approach.”
Neil Morris, Founder and Chief Executive Officer of Grand Visual and QDOT said:
“I am proud of the entrepreneurial teams we have in place and the global, future-facing services we have developed. Digital OOH offers an incredible canvas that is crying out for intelligent, interoperable solutions to help brands drive meaningful results. Joining the Talon Group will enable Grand Visual and QDOT to integrate with complementary services, such as Plato and Ada to facilitate scale at an even faster pace.” 


UK: Ocean begins its 10th annual search for the best digital out-of-home creative ads

Entries are now open for the 10th annual Ocean Digital Creative Competition which harness the scale, creativity and progressive technical capabilities of digital out-of-home (DOOH).For the first time in the competition, agencies and brands are invited to enter concepts designed for the scale and presence  of the Landsec Piccadilly Lights, London’s celebrated global advertising icon.

The competition is presented in association with Campaign. Concepts can also be submitted to appear across all the UK’s major cities, in multiple environments and on stand-out Ocean digital formats including The Grid and The Loop networks in Manchester and Birmingham. To win, ideas should leverage an aspect of Ocean’s proprietary technology vehicle and audience detection networks, its super-fast wifi which connects to mobile audiences on the move, or its live streaming capability. Concepts can be brought to life using live data streams, or amplified through the use of full motion, movement

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UK: Le Col Launches Digital OOH Campaign to Promote National Cycling Challenge

As the world’s handlebars have turned towards France this July for the Tour de France, British cycling brand Le Col wants to challenge cyclists of all abilities to get active and ride for their local area to prove they belong to the strongest cycling county.

To do this, Le Col has launched a Tour de France challenge with social platform Strava and partnered with Clear Channel to launch a groundbreaking digital Out of Home campaign throughout three weeks of the Tour de France.

Le Col are ranking local areas in the UK based on live cycling activities logged on the Strava platform during Le Col’s Tour Challenge. Strava, the social network for athletes with over 42 million members worldwide, uses GPS to allow cyclists to log and share their rides.

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UK: Cadbury tries the people's vote approach for new bar

Cadbury is crowd-sourcing its new chocolate bars once more, this time with a digital Out of Home campaign from Carat and Posterscope inviting people to decide which of three makes it into the Cadbury range.

The nationwide campaign will appear on over 50 large digital format screens and more than 500 digital 6-sheets, supported with static large and 6-sheet formats throughout July. There will also be an upweighted presence of the relevant creative in the finalists’ local area to encourage residents to get behind their candidate.

Cadbury Dairy Milk’s Lyndsey Homer says: “We wanted a campaign that we could be confident would get the public behind our three Inventors and encourage them to take part in selecting which flavour we introduce to the Cadbury Milk Bar range. Using the live polling data will create a sense of excitement and urgency among the public to get out and vote for their favourite.”

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Spain: Exterior Plus has won the exclusive contracts to run the advertising operations of Madrid and Barcelona airports in the most valuable outdoor media deal in Spain

Exterior Plus, the leading Digital Out-of-Home company in Spain, has won the exclusive contracts to run the advertising operations of Madrid and Barcelona airports. Together, Madrid and Barcelona handle more than 100 million passengers every year: 57 million in Madrid and 50 million in Barcelona in 2018. Aena, the world's top airport operator, has chosen Exterior Plus to manage these contracts in the future in a pack that also includes the airports of some of the main historical and most widely-visited cities in Spain: Burgos, Girona, Valladolid and Salamanca.

Exterior Plus will run all advertising formats in these airports: digital signage, ambient media, events and traditional spaces. Exterior Plus’s media offering for these two contracts will be strongly digitalised, eliminating printed regular displays and installing 4K digital screen networks and iconic digital formats in Madrid and Barcelona. Exterior Plus will additionally boost the experiential advertising with innovative solutions and interactive campaigns, maximising revenues and enhancing customer experience.

With these contracts, Exterior Plus consolidates its leadership in Digital Out-of-Home in Spain and expands its activity to six business areas: airports, railways, street furniture, shopping malls, large format and car parks.
Pablo González Ayala, CEO of Exterior Plus, said, “We are delighted to work with AENA in the Spanish airports. It is a highly motivating challenge in a unique communication environment. These contracts are an important step forward in Exterior Plus’s strategic plan and will also make us the leading OOH media owner in the Spanish transit sector, running national railways across the whole country and the main airports. Our new media proposal will allow us to offer our clients new iconic digital sites and advertising solutions with cross-media communication and audiences. Customers will also enjoy a better atmosphere with these new attractive sites and improved placement”.

Ireland: Diageo, AIB & McDonalds are Largest Advertisers on OOH in First Half of 2019

Out of Home marketing agency PML Group has published new market data in its latest Posterwatch report which shows that Diageo, AIB and McDonald’s are the three most active advertisers on Out of Home media in the first half of 2019.

In addition to market figures, the report also focuses on trends and highlights from cycle 1-13. These include product innovation in the non-alcohol beer sector, with brands such as Pure Brew and Heineken 0.0 accounting for more than 10% the beer sector’s display in H1.

Other new and growing categories are also emerging on OOH. Food app brands including Deliveroo and Just Eat have delivered triple digit growth in 2019. Significant product launches on the medium in H1 included Nuii Ice Cream and Nestlé’s yes! bar. Brand building campaigns such as Bank of Ireland’s ‘Begin’ and Cadbury’s ‘Emoji’ work have a natural home in Outdoor’s real world setting.

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USA: OOH Earns Creative Accolades Around the World

In today’s digital media landscape, out of home (OOH) is a star advertising medium. OOH continues to grow more contextually relevant, impactful, and unique as a platform to tell in-depth stories.

This week’s Outdoor Outlook high- lights some of the best global OOH creative work from the past year. Each of these campaigns has won prestigious awards at some of the biggest competitions in the world: the Cannes Lions, the ANDYs, the American Advertising Awards (for- merly the ADDYs), the ONE Show, the FEPE International Awards, and of course the OBIE Awards.

These campaigns demonstrate the power of OOH through design that demands attention, eye-catching photography, or illustrations that tell a story.

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Canada: 5 months of Broadsign Reach data, 3 programmatic findings

Programmatic DOOH is about data. We’ve reached the point in our little island of the advertising game where intuition needs to lead to testable hypotheses, and where real decisions can be made based on the findings.

With this in mind, the Broadsign Reach team has been profiling, compiling and aggregating information based on the billions of data points in our platform. We looked at trends in actual transactions for the first five months of 2019 and found some insights that we thought were worth sharing.

As a disclaimer, this data has been scrubbed of any identifiers and is displayed without specific volumes, and we’re looking at mid-nine-figure ad requests. These insights are also only trends we’ve found in our platform, and overall industry trends may vary.

In Europe, HTML5 creatives make up 8.8% of all creative types trafficked, with JPEGs representing 4.5% and PNGs 1% respectively. In North America, HTML5 creatives account for 11.4% of the advertisements, compared to 6.9% for JPEGs and 3.9% for PNGs.

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Canada: PATTISON Onestop partners with PropTech company, Concierge Plus, to deliver their property management solution in Canada's largest Digital Residential and Office Networks

Furthering its commitment to offering premium digital display solutions in commercial and residential towers across Canada, PATTISON Onestop, the leader in sales and operations of Digital Out of Home in Canada, has partnered with Concierge Plus to provide superior communication capabilities and engagement experiences with the release of their property management platform to be used in conjunction with PATTISON Onestop’s digital networks.

Concierge Plus’ best-in-class web and mobile-based platform are designed to make life easier for residents, tenants and property managers by increasing efficiencies, improving customer service, and automating administrative processes. With its secure, user-friendly interface Concierge Plus manages operational activities including keeping residents informed of package deliveries, resident notifications, amenity bookings, visitors and parking, and maintenance requests in a modern, digital way. Concierge Plus is the only platform that includes a full set of customizable features that tailor themselves to each building’s operational needs.

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Australia: OOH continues to climb with OMA reporting a 5.2% increase on revenue

After a 5.9% jump in Q1, the Outdoor Media Association (OMA) is reporting another climb in net media revenue year-on-year for the out-of-home (OOH) industry in Q2.

According to figures released by OMA, the industry posted $237.3m for Q2 2019, up from $225.6m for the same quarter in 2018.

The body is reporting digital revenue sitting at 55.5% of total net media revenue year-to-date, compared to 49.8% last year and 55.1% last quarter.

Charmaine Moldrich, OMA CEO, said the results reflect the strength of the OOH industry.

“Our industry continues to evolve and grow with the media landscape, offering advertisers a variety of solutions from location-based broadcast campaigns to flexible, time-sensitive solutions on our members’ digital networks. Our strength continues to be our place in the community as the ‘always on’ channel that connects advertisers with people,” said Moldrich.

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Australia: Billboard boss worried Queensland junk food ad ban may spread to 'other Labor states'

JCDecaux Australia chief executive Steve O'Connor has hit back at the Queensland government's plans to ban junk food advertising on its billboards and raised concerns other Labor states might follow suit.

The Palaszczuk government is pushing to block the marketing of unhealthy foods based on their sugar, salt and fat content from billboards, train stations and other transport owned by the state government in a bid to reduce childhood obesity. Australia is the fifth ranked country for obesity rates in the OECD.

"It's a Labor Government in Queensland - if it goes [through] potentially the other Labor states will as well," Mr O'Connor said.

This could include the large advertising market of Victoria, where JCDecaux is a major player. The ACT government banned junk food advertising on government-owned buses in 2015.

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Australia and New Zealand

JCDecaux and Scentre Group have entered into a new 10-year partnership deal that will see the two companies work together to develop a series of new digital billboards across Australia and NZ.

The French out of home (OOH) giant will develop and manage a portfolio of external roadside advertising touchpoints at Scentre Group’s Westfield living centres.

Under the agreement, JCDecaux will secure planning approvals, and manage the development and maintenance of the signage.

The new partnership is will see the two companies work together to introduce "world-class signage and technology", creating new opportunities for marketers to reach audiences and communities.


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Nigeria: Primedia Outdoor unveils its powerful new video wall in Lagos

In their continued drive to bring the best branding opportunities to the Rest-of-Africa, Primedia Outdoor has recently unveiled a new 3m x 12m LED video wall in Ikeja City Mall, the largest shopping mall in Lagos, Nigeria.

Surrounded by over a 100 stores and restaurants, this landscape LED video wall offers a powerful communication platform, allowing unlimited creative executions to boost key campaign messages to the shoppers in the mall. Located in the Shoprite concourse of the mall, this high-definition LED video wall has the opportunity to reach approximately 670 000 shoppers on a monthly basis (Hyprop Investments).

The Ikeja City Mall is a significant consumer hub for the area. With 36% of all the business parks and commercial buildings, and 38% of all residential areas in the city of Lagos fall within a 10km radial catchment area of the shopping mall – ensuring that it is a key point of convergence and a go to destination for the people of Lagos.

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India: The 60th FEPE Congress in Dubai 'A Detailed Review' from Asia Outdoor

With only a couple of weeks to go until the 15thOutdoor Advertising Convention (OAC) which takes place in Mumbai on July 26thand 27th. We are pleased to provide a link through to the June addition of Asia Outdoor which provides a comprehensive review of the recent FEPE Congress in Dubai that took place at the end of April. Covering the Key Speakers as well as the re-branding of FEPE International to the World Out of Home Organization it’s well worth a read.

Click here to read

India: Modi govt using OOH as a key mode to spread the word

The spends on OOH advertising by the Union government have gone up ever since the Narendra Modi government came into power at the Centre, a latest report released by MIB minister Prakash Javedkar has revealed.       

As per the report, the government spent Rs 1195.94 crore on advertising in fiscal year 2018-19. Providing a break-up, Javadekar said Rs 235.33 crore was spent on outdoor publicity alone in 2018-19. And a comparison with the OOH publicity expenditure during the Manmohan Singh-led government shows there has been a drastic change in the figures. There has been a significant jump from fiscal year 2013-14 when the UPA government spent Rs 10.28 crore on outdoor publicity. 

After the Modi government came into power, expenditure on outdoor publicity went up from Rs 81.27 crore in 2014-15, to Rs 118.51 crore in 2015-16, Rs 186.59 crore in 2016-17 and Rs 208.55 crore in 2017-18. 

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India: Taggify and Surfboard Digital sign exclusive 3 year contract with Eyetalk Media Ventures

Taggify, LATAM, and Surfboard Digital have signed an exclusive three-year contract with India's leading and fastest growing DOOH Media Company - Eyetalk Media Ventures, making it the first Indian DOOH Media company to be on a Global Programmatic DOOH Ad Exchange.

With this development both DOOH networks - TagTalk & BizTalk will be available online to advertisers and provide buyers with actionable audience insights, making OOH more accountable, accessible, flexible and more contextual. 

Taggify founded by Julio Chamizo already has a strong presence in Latin American market and has been working with over 100s of brands like Google, GroupM, Starbucks, KFC, Santander, OMD, McDonalds, Volkswagen etc, Taggify ventured into Asia Pacific Market with Surfboard Digital founded by Shamilee Ilango making DOOH inventories available to buy on CPM basis online.

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India: Sony Pictures Entertainment launches programmatic OOH weather banners

Sony Pictures, in association with Dentsu Webchutney, has launched a real-time programmatically propelled digital out of home campaign for its much-anticipated latest release Spider-Man: Far from home.  

Traditional OOH advertising, which is either static or pre-set to rotationally run on digital screens, has now become a blind spot for frequent passerbys due to its redundant messaging for days. Sony Pictures along with Dentsu Webchutney used its programmatic expertise to serve dynamic creatives real-time on outdoor billboards, which were triggered by weather events, to make it contextually relevant to the viewers.

In-order to familiarize the audiences with the villains (the Elementals), the campaign leverages the real time weather conditions to the show Spider-Man fighting them, on an outdoor hoarding. Using artificial intelligence, changes in the weather conditions and temperature were tracked real-time on the billboard.

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Singapore: Tipping Point as Campaigns are Planned, Bought, and Delivered Automatically on 800 screens across Malaysia

Programmatic OOH technology has been ready for a while. But it has only sporadically been used to run innovative or award-winning campaigns.

Getting advertisers to change how they buy OOH poses a bigger challenge - it needs to scale across multiple media agencies, brands, and media site owners. When three global media agencies can programmatically run campaigns on more than 800 digital billboards belonging to multiple media owners at the same time, then programmatic OOH has reached a tipping point.

Programmatic has been heralded as the driver of media efficiency and connecting billboard media to this technology is attracting digital buyers to the medium. Moving Walls has built a complete technology stack - Moving Audiences - to connect OOH to digital advertising demand-side platforms.

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Malaysia: Rodeo guarantees 30% ROI with new app that tracks OOH ad effectiveness

Malaysian transit advertising company Rodeo has launched a crowdsourcing gamification ads application named RodeoGO that connects social media users with brands. RodeoGO rewards users with cash and vouchers in exchange for shares on their social media accounts for selected campaigns, the press statement said.

This was launched in a bid to help marketers track the effectiveness of their out-of-home ads on cars, buses and billboards. According to Rodeo, marketers will be guaranteed a 30% return on investment through vouchers awarded to users.

For example, with the “Spot and Earn” campaign, users will need to be on a look out for a Rodeo car featuring the said campaign.

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