World OOH News 19th July 2019

World OOH News 19th July 2019


UK: Kinetic's Taylor calls for collaboration and climate action on eve of departure

The outgoing boss of WPP's specialist out-of-home agency, Kinetic, has warned that the sector must do more to collaborate for the health of the market, while also appealing to its creative talent and media power to help fight against climate change.

Speaking to Mediatel News on a range of topics as he prepared to hand over the reins, Stuart Taylor, who retires this month after six years in the role, said his personal view has always been that the outdoor industry needs a strong trade and marketing body, but lamented that a lack of funding in Outsmart meant the sector was left wanting.

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UK: JCDecaux refreshes advertising portfolio for Heathrow rail connection

JCDecaux Airport has completely redeveloped the advertising portfolio for Heathrow Rail, which connects Heathrow Airport with central London.

The portfolio refresh has resulted in a now predominantly digital offering. New additions include 58 strategically-located LCD screens, beacon screens on the approach to Terminal 5 and the immersive Heathrow Rail Walkway, which has 14 digital screens and the capability for a full wall wrap.

Captive audience: 6.2 million people currently use the Heathrow Express rail link every year. JCDecaux Airport Managing Director Alan Sullivan said: “The Heathrow Rail proposition has always been one of the jewels in the airport’s crown. With the opening of the Elizabeth Line, it is only going to increase in value and significance. The time was right to completely refresh and redefine the media proposition enabling advertisers to further enhance passengers’ experience at a key touchpoint in their journey.”

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UK: New Ocean Outdoor study reveals the brand building power of full motion digital out-of-home interactive creativity

Neuroscience research released today (July 11 2019 ) demonstrates how full motion digital out-of-home (DOOH) campaigns which use enhanced technology are eight times more impactful than creative content carried by static displays.

The research, conducted by Neuro-Insight for Ocean Outdoor, used brain imaging to explore the neurological impact of static and full motion DOOH displays on audiences, establishing a clear hierarchy in out-of-home sites and a new effectiveness index for creative advertising.

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UK: Ged Weston of Maximus: does size matter? Why big brands should value big banners

Benjamin Franklin once said: “A place for everything and everything in its place.”

In a world of micro-targeting something much bigger has to happen to build and maintain a brand’s position. Standing out from the competition has never been more challenging. With such radical change in media, where does a traditional format like Mega Banners fit in, where is its place?

One of the key themes to emerge from the recent World Out of Home Organization Congress in Dubai was the enduring importance of big advertising ideas for big brands. To be visible you need to be big. With the gold rush towards digital and programmatic, advertisers are faced with a host of issues, brand safety being just one of them. Simple, big Out of Home messages that reach people in an engaging and measurable way overcomes such issues.

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Switzerland: APG|SGA has won the contract from EuroAirport for the public-access sector and will expand its digital offering

EuroAirport and APG|SGA are continuing their successful partnership. From 1 January 2020 APG|SGA will continue to exclusively operate the 50-plus spaces as well as an attractive “star tower” in the Swiss public-access sector. Digital ePanels are also planned.

In a competition-oriented international selection process, the leading Swiss out-of-home advertising company performed well, winning the contract for all spaces along Flughafenstrasse and within the parking area in the Swiss public-access sector. APG|SGA will also expand its offering to include digital advertising.

“We are especially pleased that we can continue and intensify the successful decades-long partnership with EuroAirport. Of all the international competitors, we won the contract partly on account of our willingness to invest in new technologies. We submitted an economically attractive offer and relied on high-quality locations”, explains Christian Senn, Head of Partner Management, Central Region, at APG|SGA. The binational EuroAirport in Basel-Mulhouse employs 6,200 people and is currently used by around 9 million passengers per year. Passenger traffic of between 11 and 13 million is expected by 2030.

Portugal: TOMI is gold in design for society with the 'TOMI For All' accessibility project.

TOMI is gold in design for society with the “TOMI For All” accessibility project. The EPDA has received hundreds of applications from more than 75 countries.

TOMI received gold in the “Design for Society” category at the European Product Design Awards, one of the most important design competitions in the world, that includes the European Parliament as its partner.

TOMI is an interactive urban solution that delivers all information that matters in the right place at the right time. Furthermore, TOMI’s goal is to bring cities closer to people who live, work and travel in it. It is very innovative, user-friendly and a unique way to promote multiple activities and points of interest such as touristic, cultural, local commerce, public services among others.

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Ireland: Dublin Airport's SkyScreen Takes Off

Since it was launched last month, the new Samsung SkyScreen in Dublin Airport’s T2 has proved to be a very popular choice for advertisers and is already 50% sold for the busy Christmas period, according to Ronan O’Donoghue, Head of Advertising & Commercial Partnerships, Dublin Airport.

The LED digital billboard SkyScreen was  installed in Dublin Airport’s Terminal 2 in June. Located ‘airside’, beyond the security screening area right in the heart of T2’s newly refurbished retail shopping area, restaurants and bars, it’ spositioned to maximise passenger dwell times.  Measuring  9 x 3 meters, SkyScreen can run 10”, 20”, 30” or 60” AV content in a number of flexible combinations.  With a 2.5mm pixel pitch, it also affords brands the opportunity to be experienced in true high-quality digital LED definition at 180 degree viewing angles. Broadcast enabled, SkyScreen also has the capability to be transformed into a giant TV screen, says O’Donoghue.

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USA: Jeremy Male on a changing sales model, the economics of digital conversions and Google and Facebook as competitors

Jeremy Male appeared last month at the Bernstein Future of Media conference.  Here are the highlights.

On a changing sales model

We used to be sign sellers whereas now we engage with local advertisers in a much broader way.  We talk about how out of home is going to work with mobile.  So we can sell mobile overlays onto their out of home campaign through geofencing.  We talk about social.  We have a social influencer product and talk about how we can maximize their campaign on social…It’s been one of the reason local is growing so well for us.

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USA: Out-of-home ads: Why new DTC and tech brands are bringing back the oldest medium

Direct-to-consumer (DTC) brands have figured it out first again. These aggressive and counter-intuitive marketers have found one of the oldest forms of advertising to be the best valued and often most effective.

DTC brands like Casper mattresses have proven that out-of-home (OOH) advertising (which is now digital and updated in real-time) has come a long way from P.T. Barnum circus posters and quaint roadside motel billboards.

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USA: Intersection Expands West Coast Operations; Announces New National Sales Director

Los Angeles: Intersection, the smart cities technology, and media company, today announced Eileen Crossin as the company’s new National Sales Director for the West Coast. Crossin will be based in Los Angeles, and charged with helping West Coast brands across L.A., San Francisco, and Seattle connect to their customers through the dynamic, engaging capabilities of Intersection’s growing out-of-home (OOH) media network, which includes digital and static offerings in the top six media markets and other major cities across the U.S.

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USA: The PJ Solomon Media Monthly report summarising Select Media and Tech Activity - July 2019

Please find attached a link to the latest PJ Solomon Media Monthly report summarising Select Media and Tech Activity for July 2019. This includes: an AV Action Report, analysis of Why OOH Media is effective in reaching Millenials and Gen Z,  how Attribution Data defines the value of OOH and a view on the imact of Tariffs on Digital Billboards

Click here for full report

USA: 5G Opens the Door to New AV Opportunities, Interaction

Alex Wallace, Verizon Media’s GM of news, entertainment and studios perhaps summed up the impact 5G is going to have on the M&E industry -- especially when it comes to increasingly personalized DOOH/AV (digital out of home/audio video)  marketing applications -- when he said, “No one knows where 5G is going to take us, but we want to be at the forefront of it,”

DOOH/AV is perhaps the most seen, unseen marketing/advertising tool avalable to organizations. And with 5G and several other new technologies, it can become one of the most influential and measurable tools available to firms across the board. Last year, streamer Netflix paid more than $300M for the company that owns billboards across Los Angeles, including the city’s famed Sunset Strip. Many at the time, thought the company - which is equal parts technology/creative - had made a major misstep. 

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Australia: Study shows commuters breaking the mould of peak hour travel

Australian commuters are moving away from the traditional peak hour rat race, with one third travelling to and from work outside of rush hour, according to new research commissioned by leading Out of Home media company, oOh!media.
Own the Journey 2.0, undertaken by independent research firm Pollinate for Commute by oOh!, explored the habits of more than 2,000 Australian commuters and found 1 in 3 weekday workers are travelling to work outside peak hour. On the way home, 42 per cent of commuters are beating the crowds again, travelling between 3 and 5pm.

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Australia: Group M chooses Veridooh to measure OOH campaigns

Group M has contracted Veridooh, a digital out of home verification platform, to measure out of home campaigns across its agencies and clients. The announcement:

Australia’s largest media investment company, GroupM, has signed an agreement with digital out of home (DOOH) verification platform Veridooh to use its world first technology across its agencies to drive greater transparency and accountability for clients.

Following a competitive analysis of a number of companies, GroupM agencies including MediaCom, Mindshare, Wavemaker and Essence will use Veridooh’s proprietary SmartCreative technology to measure digital OOH campaigns across the country.

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New Zealand: oOh! launches industry first tech to put advertiser in the driver's seat

oOh!media has developed an innovative platform that enabled New Zealand’s biggest auction and classifieds site to dynamically deliver real time advertising on digital Out of Home inventory from their work desks.For advertiser Trade Me, oOh! in collaboration with MBM, gave the country’s largest online marketplace, which has 600 million interactions annually and over 7.5 million listings, the ability to produce and exhibit advertising across oOh!’s network of digital Out of Home formats in real time from their office to ensure immediacy in their content and demonstrate the scale of the Trade Me platform to consumers.

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South Africa: No blank spaces: A pivotal time for the evolution of out of home advertising

The latest research by Posterscope into South Africa’s out of home landscape reveals a media sector that is thriving as it evolves.

This year marks my sixth year at Posterscope and within the OOH industry. I can’t help but feel a sense of real pride at how much has changed not only within the our business, but also how the OOH industry and landscape has evolved, and how exciting it has been to be part of this change. I couldn’t have joined the industry at a more pivotal time.

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Nigeria: Women's participation in business has improved Nigeria's economy - Khadijah Okunu-Lamidi

The CEO of Slice Media Solutions Limited, Khadijah Okunu-Lamidi, speaks with TOFARATI IGE on her career and other issues

As the CEO of Slice Media Solutions Limited, what are your responsibilities?

I am the chief ‘visioneer’ of the company and my responsibilities lie in the creative direction of the company. My job is to maintain our brand position by constantly developing ideas which keep us at the upper echelon of the outdoor advertising industry. Our goal is to ensure we remain the leaders in innovation, and to consistently present an unavoidable disruption to the outdoor media space.

We have proved this, for example, by deploying the first and only LED street lamp pole screens presently on the Third Mainland Bridge in the economic capital of the country, Lagos State.

What are the services your company offers?

We are an all-round advertising company. In Lagos, we are the leaders in out-of-home advertising as we provide complete market coverage. Some of our services include out of home advertising....

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India: Kinetic India integrates OOH with digital technology

Kinetic Worldwide, India, a WPP entity and a leading global player in the Out-Of-Home (OOH) media industry, has successfully integrated the use of digital technologies across most of their services. In order to create awareness and bring their fellow media partners at par with industry trends, Kinetic India hosted a one-of-its-kind workshop on Programmatic Advertising Digital OOH (DOOH) on 12th July 2019 at the GroupM Mumbai office.

Classified as a by-invite-only event, among the renowned media partners in attendance were Vyoma Media, Armour Digital OOH, All About Outdoor, Times Media, Signpost India, Jagran Engage, PlayAds, and Skyrams. Along with Kinetic, industry veterans such as Bharat Khatri – Country Head of Xaxis, Kyle D’lyma – Associate Product Director of Xaxis, and Mayuresh Phadke – COO and Co-founder of LEMMA Technologies were key speakers at this exclusive event.

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Philippines: Elev8 Media: Making it big in out-of-home advertising

Outdoor advertising might still be a fraction of the huge advertising industry, but it is one sector that offers a lot of growth not just in Metro Manila but for nationwide campaigns.

Elev8 Media Inc. is one promising out of home advertising company. It puts premium on building good customer relationship by delivering only the best service possible.

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