World OOH News 12th September 2019

World OOH News 12th September 2019

WOO News: China Advertising Association (CAA) welcomed into the World Out of Home Organization, at China Outdoor Ad Forum

Representatives from the World Out of Home Organization (WOO) addressed delegates at the China Outdoor Ad Forum for the first time in August. The China Outdoor Ad Forum is an important annual event of the China Advertising Association and is supported by several major industry and national bodies.
WOO President Tom Goddard and General Secretary Mark Flys addressed over 700 attendees from all sectors of the Chinese advertising market in Quinhuangdao City, Hebei province, where they also formally welcomed the CAA into membership and presented senior dignitaries with a framed membership certificate to mark the special occasion.
President Goddard says: “China is the 2nd largest Out of Home market in the world,  pioneering many developments that are changing the Out of Home landscape.
At WOO we’re very grateful for the opportunity to address China Outdoor Ad Forum delegates for the first time, not just to present our view of the industry and what WOO stands for but also to build closer relationships and encourage new members from the region to join.
Delegates from China have become increasing and welcome participants at the WOO Annual Congress and by working together we can make Out of Home an even more potent force in worldwide media. We look forward to welcoming a further strong Chinese delegation at our 2020 Congress in Toronto on 3rd to 5th of June”. 




UK: Digital cities for digital citizens

PWC research for Q2 of 2019 indicates that OOH was up 9.4% year on year, from £284m for April to June 2018 to £310m in the same period this year. Within the overall picture, digital out-of-home advertising fared even better, with a 17.2% increase and a 51% share of total Q2 revenue.

This rise of digital has been one of the most impressive factors behind OOH’s continued success. In an age where audiences are increasingly elusive, interactive and mobile, DOOH is a powerful tool to command attention and drive engagement.

For Ocean, operator of iconic digital screens such as Landsec’s Piccadilly Lights, Holland Park Roundabout, Birmingham Media Eyes, and in assorted locations at both Westfield London and Stratford City, digital is the key that opens the door to the brand-consumer relationship.

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UK: Ex Havas CEO Paul Frampton rejects traditional media and says it's time for a reset!

Paul Frampton, the former CEO of Havas Media Group UK, has returned to the industry as President of Europe at Control v. Exposed, a US-based digital media start-up that is launching in the UK.

Frampton described Control v. Exposed (CvE) as “a refreshing antithesis to top-heavy, P&L-driven agency groups,” and said: “It’s time for a re-set. The traditional agency model is under threat, all growth in the industry is coming from digital, we are post-GDPR, facing the demise of the 3rd party cookie and Europe is crying out for innovation to counter all of this. The timing is also ripe for addressable TV and programmatic OOH.”

The venture marks yet another attempt to build a new agency model, and promises a whole checklist of services: “the audience planning and executional capability of a media agency, the solution-oriented and analytical expertise of a consulting firm and the engineering and coding skills of a tech company,” all delivered with “100 per cent transparency.”

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USA: A Personal Message for OAAA and OOH

Poet Chaucer made the profound point, “All good things must come to an end.” As I prepare to pass the baton to a new OAAA leader next week, I’d like to share three sentiments. First, thank you. Second, we share confidence in the future. And third, your trade association is in good hands with new OAAA President & CEO Anna Bager.

Thank You

Serving as president & CEO of OAAA has been an extraordinary professional experience. Not a week goes by when I don’t reflect on the outstanding people in this business: OAAA members, clients, suppliers, consultants, supporters, and friends. I am thankful to have spent my career with people I respect and admire.

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USA: Tech giants keep legacy ad businesses afloat

Big tech companies like Google and Facebook, as well as newer direct-to-consumer (DTC) tech upstarts like Away and Peloton, are driving advertising growth for legacy industries, like traditional television and out-of-home (billboard) companies.

Why it matters: The very industry that's upending legacy media companies is also the one that's keeping their ad businesses afloat.

Driving the news: Out-of-home (OOH) advertising grew by high-single digits for the third consecutive quarter during Q2 of this year, according to Vincent Letang, executive vice president and director of global forecasting for Magna Global, the media buying unit of global ad agency IPG.

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USA: How is your network planning to address GDPR/CCPA?

Ian Dallimore answers: The OOH industry as a whole has done a great job to make sure we are GDPR/CCPA compliant by sticking to our base measurement data company, GeoPath. The data that is used within GeoPath is anonymous and never captures information down to the individual level. This also has a lot to do with our medium as a whole because DOOH is not focused on the same one-to-one interaction that Mobile and Online are. We are one-to-a-location-targeted audience. At Lamar Advertising, we do partner with other third-party data companies to trigger creative on our digital, for example, NOAA for weather.

When measuring campaigns through data and attribution, we make sure our partners are GDPR/CCPA complaint before ever using in a campaign. 

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USA: Vibenomics launches out-of-home audio advertising marketplace to target customers in-store

Audio experience company Vibenomics announced Tuesday the launch of an audio out-of-home (OOH) advertising marketplace, designed to connect advertisers with customers shopping in physical stores around the U.S. According to Vibenomics, advertisers can place audio ads to be broadcast over store speakers and target a national audience of up to 150 million shoppers (or 4,000 individual locations nationally).

First launched in 2017, Vibenomics provides background music and voice announcements for location-based businesses. With the OOH advertising marketplace, brands will be able to broadcast targeted, in-store audio messaging in any of the 4,000 locations where Vibenomics is a partner.

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USA: TV Networks Plan to Include Out-of-Home Audiences in National Ratings in 2020

The Super Bowl is TV’s most-watched annual event, but would any network executive bet on counting more people to watch in an age when viewers are moving to streaming video and mobile devices?

CBS will. The network believes it could see a 10% to 12% lift in total viewers – “if not more” – for its 2021 broadcast of Super Bowl LIII, says Radha Subramanyam, chief research and analytics officer for CBS Corp., in an interview.

Her optimism is buoyed by the fact that starting in the fall of next year, TV’s national Nielsen ratings – those measurements of audience used to set rates with advertisers – will include people viewing programs “out of home,” in places like restaurants, hotel rooms and at other people’s houses. 

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Australia: QMS completes the acquisition of TLA Australia

QMS Media Limited (ASX:QMS) (QMS or the Company) is pleased to announce that it has completed the acquisition of TLA Worldwide (Aust) Pty Ltd and TLA – ESP Limited (UK) (together, TLA) and anticipates completing the acquisition of Stride Sports Management Holdings Pty Ltd (Stride) next week.

QMS Media Group CEO and Managing Director, Barclay Nettlefold, said: “The completion of the acquisition of TLA forms a key component of our vision to develop QMS Sport as a global integrated sports platform with a unique multi-channel strategy across technology, infrastructure, media rights, events, talent management and merchandise.

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Australia: Mobile Digital Ad Solution Hits Australian Streets

With more than 2,650 vehicles in their fleet, P2P Transport identified a gap in the Australian DOOH advertising market. Developed to transform the static taxi advertising industry, Adflow presents a disruptive proposition in digital advertising by allowing location-specific, relevant advertising and daypart scheduling supported by detailed data.

Adflow empowers advertisers to dynamically reach viewers in high-consumer-concentration areas such as CBD’s through a mobile medium that travels more than any other existing digital advertising solution in the market. With the ability to customize messaging based on location, time and temperature, Adflow delivers advertisers unprecedented targeting and messaging control.

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South Africa: Primedia Outdoor proud media partner of Fourways Mall

Primedia Outdoor is proud to be the media partner of Fourways Mall who unveiled its newly renovated and expanded mall in the heart of the northern suburbs of Johannesburg last week. The surrounding suburbs of Fourways Mall provide an eclectic mix of consumers who are looking for a boundless lifestyle experience, and with over 250 new brands and stores added to the retail mix, Fourways Mall has everything and anything on offer for shopping and entertainment needs.

The expansion project of Fourways Mall has added 8,000 parking bays and 100,000 square meters of space across all levels to accommodate the estimated 1,2million shoppers a month.


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South Africa: Multiple bus shelters drive a significantly better return on investment

Small format out of home advertising has earned its stripes as an effective marketing tool, but the real value lies in fully understanding this medium and the impact that multiple small format sites can have on the growth of a business.

That’s the view of Street Network, South Africa’s market leader in small format out of home advertising and a longstanding growth partner of many of the country’s small businesses.

Take, for example, the CrossFit Aurum gym at the Hobart Grove shopping centre in Bryanston, Johannesburg. Despite this being a popular centre, the gym’s downstairs location meant it had to rely on its website and word of mouth for its promotional and marketing efforts.

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South Africa: Airport Ads flying high with new look, new focus

Substantial local and international investments in both new and existing airport facilities and passenger traffic currently growing and set to continue on a positive growth path for a good number of years, together with the coming age of the millennial, have started to drive the demand for technology-driven solutions across all touchpoints of the passenger journey.

On the back of these trends and substantial expansion of the brand since its launch in 2012, Airport Ads recently relaunched with a new look. One of South Africa's most trusted integrated airport media advertising specialists, Airport Ads has refreshed its corporate identity to mark the company's next step of its journey into the future...


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India: Skoda India launches real-time programmatic OOH campaign

Skoda Auto in association with PHD Media roped in Brandscope India to launch a real-time programmatically propelled digital out-of-home (DOOH) campaign with ROOH, the company said on Wednesday.

“With this campaign, we wanted to surprise our existing valuable consumers and create a brand awareness among our potential consumers. We believe in pushing the boundaries with every campaign and believe that this activity did just that," Tarun Jha, head of marketing and product, Skoda Auto India Pvt. Ltd., said. 

According to the company, the campaign leveraged DOOH to serve ads based on vehicle recognition in real-time with the help of intelligent ML-AI algorithms for the very first time in India.

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Indonesia: HP starts programmatic OOH campaign across 100 point-of-sale screens in Indonesia

Printer brand HP has launched its first programmatic digital out-of-home (DOOH) campaign in Indonesia, deployed across 100 point-of-sale (POS) screens at retail outlets.

The campaign aims to highlight HP’s Internet of Things capabilities through video creatives. PHD Indonesia, an agency under HP’s media partner Omnicom Media Group Indonesia, conceptualised the idea to showcase video ad on Kudo POS screens to resonate with audiences who are outside of their homes running errands.

According to a press release, the screens strategically placed at checkout counters garner maximum eyeballs and user attention due to their proximity with the consumer. The dwell time at these screens is also higher, making it an added advantage.

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