World OOH News 13th June 2019

World OOH News 13th June 2019


UK digital out-of-home impacts jump 36% in a year

Two-thirds of Britons see a digital screen at least once a week, according to Route

Britons see 1.1 billion digital out-of-home ads over the course of a week, up 36% from a year ago, as media owners have introduced more DOOH screens.

That’s according to new figures for weekly impacts from Route, a trade body funded by buyers and sellers of OOH advertising, that found 68% of Britons will see a digital screen at least once a week.

DOOH has been driving revenue growth in the outdoor sector and was a key reason for Global’s triple acquisition of Exterion Media, Primesight and Outdoor Plus last year to create Britain's second-biggest OOH media owner behind JCDecaux.

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UK: Winners Announced - Outdoor Media Awards 2019

Run by Clear Channel UK in partnership with Campaign magazine, the Outdoor Media Awards are now in their 13th year and reward excellence in Out of Home (OOH) advertising. 

It’s a cliché to say the entries we receive get better and better, but it’s true. One of our judges noted a vibe of real confidence from entrants about how they’re using the medium. It’s clear OOH is delivering truly exciting, creative and effective work for advertisers, big and small. 

This year we announced a new category, The Social Impact Award. We felt it was an important category to introduce as it highlights and rewards brands and organisations that have used OOH to make a real difference. It’s a category that will naturally shift and evolve in the coming years, mirroring some of the challenges that society faces and new technologies introduced across the medium. 

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UK: Ocean and ballet star Fernando Montano Dance for the Sea on World Oceans Day

Premium out-of-home media owner Ocean extends its Ocean for Oceans mission on World Oceans Day (June 8) when it presents exclusive clips from an underwater film and photoshoot produced by the celebrated Royal Ballet Company soloist Fernando Montaño.

Filmed in London by the underwater photographer Robin Conway, Dance for the Sea is a new work choreographed by Montaño to highlight the disastrous pollution of the world’s oceans and waterways by plastic. In the film and a series of photographs, Montaño is immersed under water as he moves and dances among recycled plastic art sculptures which were created by students at three London schools.

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France: Scooters Really Piss Me Off! - Rider Hate Turned Into Witty OOH Campaign

Even in bike-friendly Paris, residents are apparently none to happy about the behaviour of users of the city’s Lime electric scooters that has led to a surge in complaints and negative media coverage.

Despite their popularity (one in 10 Parisians already use the service and one in four plan to), Lime riders are apparently bombarded with abuse for the way they drive.

Enter a new campaign by Parisian agency Buzzman (famous for its fantastic Burger King work) that makes light of hostile comments slung the way of Lime scooter riders.

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Canada: Former Global CEO of Kinetic Worldwide Joins Imagination Park Technologies

Imagination Park Technologies Inc. has announced that Steven Ridley has joined the Company as a Senior Advisor to the CEO.  Mr. Ridley previously served as Global CEO of WPP's Kinetic Worldwide, the largest Out of Home and Non-traditional media specialist agency in the world. He was responsible for ensuring that the unique Kinetic offering was globally coordinated across a network that spanned twenty-one (21) countries, managing $4 billion in clients' media investment. Mr. Ridley will help introduce the XenoHolographicTM Augmented Reality Platform to both the US and Global Out of Home media sector which in the US recently achieved $US8 billion annually.

Mr. Ridley stated,  "Media is transformed by disruptive technologies. The entire Out of Home media space is about to be redefined by thin air! The era of Augmented Reality is upon us and Imagination Park is at the forefront of that revolution. I am excited to join the Imagination Park team as we redefine what it means to market to people outside the home by transforming the one to many message into the one to one experience."

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USA: Jeremy Male: Top of the Funnel is Becoming More Important

Outfront Media CEO Jeremy Male talked about the resurgence of national advertising at the Credit Suisse 21st Annual Communication Conference this week.   Here are the highlights.

On the increase in national advertising

The big switch for the industry in the last 6-9 months is national…national is coming back.  Over the last few years if you were an ad agency or a client, whatever the question was the answer was Facebook or Google…We’re starting to see some change… top of the funnel is starting to become important again.  Those big bold branding statements.  Let’s dominate locations, let’s dominate audiences…

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USA: Reilly on digital billboard ad targeting, autonomous cars and underrepresented ad categories.

Sean Reilly was interesting as ever at this week’s Credit Suisse 21st Annual Communications Conference.  Some of the highlights.

On how digital billboards promote better ad targeting

We allow customers to use trends on the small screen to inform what goes on up on the big screen.  So the copy is always relevant.  If something’s going on, trending on their facebook account, their twitter account, we take live feeds from that…And we use data and geofencing to allow what happens on the big screen to show up on the little screen.  So picture a billboard and digital copy.  Let’s say the customer is Bud Light.  The demographic they’re going after is males 21-55…I check to get my sports scores.  If this phone finds its way into a geofenced radius around that billboard the Bud Light ad shows up when I open up my app.

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USA: Online Media's New Vulnerability Is a Selling Point for OOH Advertising

Google recently announced updates to its Chrome browser that will severely limit the ability for third parties to track “cookies” – the most common method online advertisers use to digitally track user behavior across websites. Chrome will now enable its users to clearly view which sites set cookies and to remove those third-party cookies, as desired.

These changes arm consumers with two powerful tools to defend their privacy from advertisers using their data in unwanted ways.

First, the power of information: users will be able to view how specific advertising platforms are setting cookies to their data and choose not to visit any websites they believe are abusing those data limits.

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USA: Adomni ties up with Clear Channel and Lamar for programmatic out-of-home

Adomni, a demand side platform which plans and buys digital out-of-home advertising, has announced partnerships with Clear Channel Outdoor and Lamar Advertising, two of the largest outdoor advertising companies in the world. With these new additions, Adomni's out-of-home inventory is now available across to be bought programmatically across 70,000 programmatically digital screens on the marketplace. Using Adomni's Audience IQ technology, advertisers are matched with the optimal screen locations based on the intended audience profile. Adomni's integration with Clear Channel Outdoor and Lamar recently played a role in the largest ever programmatic billboard campaign with Kylie Skin."We are thrilled to partner with two of the premier outdoor advertising companies," said Jonathan Gudai, CEO of Adomni.

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Australia: New research finds passion and purpose the key to youth marketing

Young Australians are putting brands on notice that they expect brands to support causes they value, according to fresh research undertaken by Pollinate Research on behalf of Junkee Media and oOh!media.

Presented at the Vivid Ideas Exchange in Sydney last week, the A Gender for Change survey of 2315 young Australians from both Gen Z (16 to 24 years old) and Gen Y/Millennials (25 to 35 years old), found 75 per cent agree one of the important aspects of a brand is supporting a cause they believe in.  

While technology imbues the lives of young people, those surveyed care about major issues and nominated climate change and the environment as the number one concern, followed by gender and social equality, animal welfare, poverty alleviation and refugee rights at the top of the list.

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South Africa: Ubiquitous DOOH: It's absolutely everywhere

I am always amazed at the vast number of out of home media owners who place digital screens into a multiplicity of environments.

There must be at least 70 players in this advertising industry, with around half of them playing in the very visible ‘billboard on the side of a road’ arena, targeting us daily commuters.

As we live life outside of our homes, we quickly realise just how ubiquitous digital screens have become.

We all go to malls and walk down their passageways where we’re highly likely to encounter various digital screen formats along the way. Video walls would be the standout medium – however a closer look will reveal that there are many ‘smaller’ screens within malls. Looking to find a shop in a mall?

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South Africa: Primedia Outdoor Unveils South Africa's Largest Airport Roadside Digital Billboard

With over 1000 square meters of roadside digital display already, Primedia Outdoor recently launched South Africa’s largest airport roadside digital billboard at King Shaka International Airport in KwaZulu-Natal. With the addition of this colossal 5m x 10m LED, Primedia Outdoor is strongly positioned as the leaders in Digital Out-of-Home.

Airport advertising plays a pivotal role and is a key touchpoint in reaching highly influential, and powerful purchase decision makers in an environment when they are most susceptible to receive brand messaging.

King Shaka International Airport is the primary airport serving Durban and has seen an average year-on-year passenger increase of 6% in the past five years. Primedia Outdoor offers brands unique exposure opportunities to a captive audience at King Shaka, with an average of 498 712 passengers per month and 5.9 million passengers per year.

“As passengers at King Shaka International Airport are growing, and continue to grow, both for domestic and international travellers it is becoming increasingly important to communicate to the right audience at the right time and place”, said Jorja Wilkins, Marketing and Marketing Services Executive of Primedia Outdoor. “We are delighted to offer this breath-taking airport LED billboard – a first of its kind, to our valued clients, delivering cost-effective, targeted and impactful advertising solutions”, she added.


India: Kanpur OOH players sceptical of Nagar Nigam's response to court order stalling levy of advertisement tax

The local body has apparently set up an in-house committee to explore alternative ways to levy additional fees on outdoor media in the city

OOH media owners doing business in the Kanpur market are a relieved lot after the Allahabad High Court passed an order by which the Nagam Nigam’s act of levying an advertisement tax on OOH media post the GST implementation was deemed illegal. However, industry sources indicate that the Nagar Nigam will make further efforts to turn the tide in the urban local body’s favour. The Nagar Nigam has apparently formed an internal committee to discuss their next move after the court order. Pertinent to note that in the last released advertisement tax document released by the Nagar Nigam, the word ‘Tax’ was changed to ‘Fees’.

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India: Twitter launches 'We Tweet' campaign for India

Twitter has launched its first marketing campaign for India titled ‘We Tweet’. Created by Leo Burnett, the campaign acknowledges the power of the medium to create conversations and spark movements.

However instead of focusing on the many real movements that started on Twitter like ‘#MeTooIndia’, Twitter has opted to create a fictional narrative for its first brand film.

The campaign will include online and television films, digital, out of home as well as on ground activation. It will run for six to eight weeks, with a focus on metros like Delhi, Mumbai and Bengaluru.

Twitter in India has 7.8 million active users according to market and consumer data firm Statista.

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Singapore: JCDecaux rolls out new measurement metric for outdoor advertising

The Streetside Audience Measurement (SAM) will, the company said, use “real time mobile analytics” of pedestrians and motorists rather than rely on commuters personal accounts of their mobility patterns.

The data will take into account certain characteristics of out of home advertising such as viewing distance of ads.

JCDecaux will provide advertisers with KPIs including the opportunity to see ads and the frequency of exposure.

The agency’s Singapore managing director Evlyn Yang said it took months to develop a “scientific approach” to the placement of ads on its outdoor assets.

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Singapore: SPH outdoor advertising unit to install mega LED screen at One Raffles Place

SPHMBO, the outdoor advertising arm of media group Singapore Press Holdings (SPH), has entered a partnership with One Raffles Place to install a 100 square metre mega LED screen on the facade of the integrated commercial development.

The screen will be strategically located above the main entrance of the mall, overlooking Raffles Place Park, which is surrounded by the landmark properties Clifford Centre, Singapore Land Tower and The Arcade, SPH said in a statement on Friday.

One Raffles Place comprises two Grade A office towers and a six-storey shopping mall. It attracts shopper traffic of close to one million each month and is located near the Raffles Place MRT station.

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