World OOH News 15th August 2019

World OOH News 15th August 2019

UK: Brands eye weather-sensitive outdoor ads to beat unpredictable weather

Costa Coffee and Stella Artois are among a host of brands relying on weather-activated outdoor ads on digital out-of-home (OOH) panels to negotiate the notoriously unpredictable British summertime.

Developments in technology mean brands can take advantage of outdoor advertising to create campaigns that adapt to real-time information. Cider brands, which still rely on favourable summer weather often find their advertising at odds with the realities of the weather.

Earlier this month Stella Artois announced it was working with Posterscope to promote its Cidre brand using a temperature activated campaign as competition in the sector intensifies. 

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Russia: Infiniti delivers dynamic DOOH campaign to target car brands

DOOH companies are constantly competing to get the attention of distracted commuters. One way some companies are getting a leg up on the competition is by developing dynamic campaigns that respond based on the customer. The automobile manufacturer Infiniti recently ran its own dynamic campaign in Russia to directly target potential customers.

Russ Outdoor, an outdoor advertiser based in Russia, partnered with JCDecaux, an outdoor advertiser, to deliver the DOOH campaign, which would respond directly to a commuter's car brand.

Cameras above digital outdoor displays would identify the particular car brand a user was driving and then show different advertisements.

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UK: The Drum Out of Home Awards judge Dino Burbidge of Sky discusses his favourite OOH ads

Ahead of the early deadline for The Drum Out of Home Awards 2019, we ask judge, Dino Burbidge, innovation coach, Sky about his all-time favourite OOH campaigns.

It’s a dangerous thing, asking me what my favourite out of home (OOH) campaigns “ever” are. My personal OOH top drawer is so stuffed full of candidates, my response is often at the whim of timing or context. My favourites always dance an unpredictable jig between provocative and effective, so the examples that follow have been chosen with that spirit firmly in mind. I’m also aware that you won’t thank me for choosing the usual suspects from Spotify, Google and the like, so I’ve chosen my secret “go-to” selection I use when being inappropriately enthusiastic about OOH in meetings (and sadly, at the occasional dinner party).

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USA: World's Most Valuable Brands Invest in OOH

BrandZ has been compiling rankings of the world’s most valuable brands since 2006, evaluating company revenues and profitability along with surveys of 3.7 million consumers in over 50 countries for their views about brands. Today, a key challenge for building and sustaining valuable brands is learning how to disrupt and how to survive disruption.

In a year marked by rising consumer expectations, the erosion of category boundaries, and geopolitical disruptions, the 2019 BrandZ™ Top 100 Most Valuable Global Brands increased 7 percent in value. This gain outperformed the global GDP growth rate and added $328 billion to the BrandZ™ Top 100, bringing its total value to $4.7 trillion.

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USA: Business Jeremy Male on the MTA, new digitals and cashflow priorities

Here’s a selection of OUTFRONT Media CEO Jeremy Male’s comments at the Oppenheimer Technology, Internet and Communications Conference on August 7, 2019.

On the MTA rollout

At this time last year we only had a handful of signs on the MTA and now we’ve got over 3,000…We’re building out 50,000 screens…we would like to be able to serve ads based on who’s there at the time…we might have a fixed price at the morning rush hour…and rtb (insider’s note: real time bidding) at midday.

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USA: Data Standardization or Data Standardisation? We have to choose.

When you send an email, you don’t think about whether the recipient uses Gmail, Outlook, Yahoo or some other email provider. You just enter their email address, write your message and hit send. This works because there are layers of standardized protocols that all email clients have adopted so emails can seamlessly fly between users regardless of which client they choose.

The result of reliable transmission was the rapid rise of email as the primary form of business communication. When junk mail and spam threatened to overwhelm email in the early 2000’s standards were again adopted to address that danger. MarketingSherpa’s 2015 survey (likely still valid today) found 72 percent of consumers prefer email as their source of business communication. Email remains effective in large part because it is easy.

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USA: AdMobilize Gets Patent Grant For Analytics - Triggered Signage Content

Miami-based computer vision company AdMobilize has been granted a US patent for a “method and system for dynamically adjusting displayed content based on analysis of viewer attributes.”

That dynamic content is based around the use of anonymous video analytics – the core business of AdMobilize.

Rodolfo Saccoman, the five-year-old company’s CEO and co-founder, says the digital out of home media business is “undergoing a technological renaissance marking the transition from analog static assets to fully intelligent digital screens. The underpinnings of this transformation are ultimately the brands requesting systems for DOOH that parallel the platforms available to them for mobile and internet advertising.

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USA: PUMA: Out of Home in motion by Havas Media

Havas Media Group drives full speed into the future of programmatic advertising with the launch of its latest campaign for Puma in partnership with Firefly, the company leveraging taxi and rideshare vehicles to build a smart city media network. Using Firefly’s geotargeting technology, Havas Media will serve hyper-relevant content around the grand opening of PUMA’s retail store on Fifth Avenue in New York. This activation, the first and only optimized for ‘out-of-home in-motion,’ runs through September 2. The campaign and media deal was facilitated by Whisk Agency.

Optimized for ‘in-motion,’ the campaign geo-targets consumers across different locations and times of day, delivering memorable, high-impact motion graphic content promoting the new stores address.

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Canada: MiQ and Hivestack are selected by Kinetic Canada to power a Marketing Intelligence-based, out-of-home solution for advertisers

 MiQ, Hivestack and Kinetic Canada have announced today their partnership in developing Canada's first fully-integrated digital-out-of-home (DOOH) buying and planning tool. The collaboration aims to create a more efficient and easier way of buying and measuring out-of-home (OOH) media all within one consolidated dashboard.

"Partnering with Hivestack and Kinetic Canada validates an emerging focus for MiQ on bringing our analytics capabilities to a wider set of marketing channels, such as DOOH" said Jason Furlano, VP Sales, MiQ Digital. "Our Marketing Intelligence solution will ultimately help advertisers improve the effectiveness of their OOH media spend."

"Our collaboration with MiQ and Kinetic Canada will have a seismic impact on the Canadian DOOH landscape," said Andreas Soupliotis, Founder & CEO, Hivestack.

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Australia: QMS spending $37m to acquire sport businesses TLA and Stride

 QMS Media is to acquire a 100% interest in the TLA Worldwide (Aust) and TLA – ESP Limited (UK) (together, TLA) and, in turn, Stride Sports Management (Stride) businesses. 

QMS Media Group CEO and managing director Barclay Nettlefold said: “The TLA and Stride acquisitions represent the next step in the development of QMS Sport as a global integrated sports platform.

“These acquisitions provide QMS Sport with an enhanced service offering that together creates a unique vertically integrated sports advertising platform; leveraging the strength of their respective strategic relationships with both domestic and international clubs, agencies and rights holders to broaden client service offerings and grow collective revenue streams.”

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Australia: Val Morgan moves into publishing with Pedestrian's Brian Florido

Cinema and outdoor business Val Morgan is making the leap into the digital publishing world, appointing Brian Florido as managing director of its newest project – Val Morgan Digital.

The new platform will be a contemporary entertainment, lifestyle and health site with Florido in charge of the publishing and growth strategy.

Florido joins from Pedestrian Group where he was managing director, a role he was promoted into in January this year from group commercial director. He joined the business in 2012 from OMD where he was the communications manager for six years. Florido will join Val Morgan from September 9.

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Australia: Ooh Media's Trish McMahon joins Shopper Media Group

Shortly after former APN Outdoor boss James Warburton added Shopper Media Group to his investment portfolio, the retail digital out-of-home business has expanded its commercial team, adding Trish McMahon to the ranks as commercial director.

McMahon joins from more than six years with Ooh Media in commercial management roles across Retail and Fly. Prior to that, McMahon was with Adshel NZ.

Shopper Media Group’s chief operating officer, Ed Couche, said McMahon’s appointment is the latest in a series of key recruitments focused on increasing the company’s growth.

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India: Times OOH refreshes Mumbai Metro media ad portfolio

Times OOH has refreshed its Mumbai Metro media ad portfolio with the addition of impactful digital and static outdoor ad options at key stations like Andheri and Ghatkopar.

Times OOH has strategically placed large video-walls at the busy stations and a new holographic projection has been also set up at Andheri station. These additions to Times OOH’s existing network of over 200 digital screens and over 700 media options across Mumbai Metro will offer greater flexibility and higher ROI to media planners.

Mumbai Metro is among the most lucrative and potent OOH media properties for advertisers across volume-driven sectors like electronics, fashion and FMCG.

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Singapore: Why Singapore Grand Prix wants to innovate the way it buys out-of-home media

For the Singapore Grand Prix (SGP), the promoter of the Singapore leg of the FIA Formula One (F1) World Championship, out-of-home advertising has proven to be a novel medium to engage new audiences in the sport.

As part of its promotion for the upcoming F1 race in Singapore, it used a lighting technology called LumiWerkz to create a 3D out-of-home (OOH) campaign that saw five Singapore F1 3D cars have their intricate body designs illuminated to recreate the night race visual experience.

The campaign was managed with the help of Moove Media, the advertising arm of the transport giant ComfortDelGro, which owns and operates assets like buses, rail and taxis in Singapore.

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