World OOH News 26th July 2019

World OOH News 26th July 2019

World Out of Home Organization (WOO) partners with OAAA and Geopath at NYC Digital Signage Week

The World Out of Home Organization (formerly FEPE International) will be hosting a networking  presentation with partners the Out of Home Advertising Association of America (OAAA) and research body Geopath in NYC in an opening session for Digital Signage week in New York on October 14.

The event will be held at the Renaissance hotel in Times Square, the heartland of US Out of Home advertising with its giant billboards.

This exclusive invitation-only occasion is the first joint event held by the three associations and follows FEPE’s highly successful Congress in Dubai in May 2019, where it was announced that FEPE is rebranding as the World Out of Home Organization.

WOO President Tom Goddard will be announcing further details of the next WOO Congress, to be held in Toronto (June 3 – 5, 2020) and updating on other activities on WOO’s agenda.

Two important elements of the WOO Congress are the Associations meeting, in which WOO invites the heads of national OOH associations around the world to a summit meeting, and a new global research panel, chaired by Geopath President Kym Frank.

She will update the NYC guests on Geopath activities and the OAAA will use this opportunity to introduce the new OAAA President & CEO, Anna Bager to the industry, in succession to Nancy Fletcher.

WOO President Goddard says: “We believe that closer collaboration between all associations is crucial to the future growth of the industry and we welcome this opportunity to partner with our close friends in the USA to help forge closer ties between the USA and the global WOO membership.

“We also look forward to welcoming Anna the new OAAA President and CEO and to working with the OAAA to build an even brighter future for Out of Home.”


UK: Posterscope announces Ben Milne as new PSI Managing Director

Posterscope has announced that Ben Milne has been appointed as Managing Director of its international division, PSI. He will replace James McEwan, who is leaving for a new role outside of the media industry.

Milne, who will take up his position at the advertising specialist in September, will be responsible for driving the continued growth of the PSI business and ensuring it maintains its strategic position. His priority will be out-of-home advertising in international travel hubs, but the company is also looking to improve its communications across the entire traveller journey.

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UK: Team GB and Ocean continue superb summer of sport with Tokyo 2020 Olympic Games countdown

As Britain’s historic summer of sport brings the nation together, Team GB evokes the Olympic spirit with the launch of its one-year countdown to Tokyo 2020 across Ocean digital screens.

Team GB’s “Only One Year To Go” campaign breaks on July 24 across 20 digital roadside and city centre screens in nine cities to mark 365 days to the opening of the summer Olympic Games in Japan next year.

The campaign supports Only One Year to Go celebrations planned for Team GB in Manchester and at Westfield London.  There, under the backdrop of Ocean’s Eat Street screen, shoppers will be able to pick up a copy of Team GB’s Only One Year to Go manifesto, encouraging the nation to come together to support the team.

Team GB has an exclusive out-of-home content partnership with Ocean, offering sponsors and brands an enhanced, high impact and content rich advertising environment to celebrate milestone moments in the run-up to and during the Summer Olympics in 2020.

As Team GB’s official media partner, Ocean will be a key content channel during Tokyo 2020, showcasing incredible moments and bringing fans on the streets of Britain closer to the action.

Ocean head of content and sponsorship Kevin Henry said: “Following a brilliant few weeks for Britain’s sportswomen and men, the baton is passed to Team GB which begins the countdown to Tokyo 2020 to inspire support and momentum. It’s superbly timed to build on the spirit of unity and national pride created by our footballers, cricketers and motor-racing champion Lewis Hamilton.

“Using our portfolio of large format screens as a content rich broadcast channel will prime all the other marketing activity Team GB has planned across its social channels. It is also a wonderful advert for sport, making it accessible, inclusive and hopefully helping to inspire a new generation of competitors and more active people.”   

British Olympic Association commercial director Tim Ellerton said: “In a year’s time, the eyes of the world will be on Tokyo and Ocean remains a core part of our marketing strategy in the countdown to 2020. Having Ocean as an official media partner gives us a strong national presence and is a huge boost to Team GB and our commercial partners as we look to reignite the nation’s support.”

During Rio 2016, Ocean broadcast more than 20,000 hours of exclusive Team GB content, creating a unique broadcast channel across close to 100 Ocean screens.

UK: Dreaming bigger: how OOH can lead change for female representation in advertising

Out-of-home – democratic, accessible and embedded in the urban environment – has great power to improve female representation in advertising and lead conversations in wider society.

2019 marked the latest edition of the FIFA Women’s World Cup, and brought a 21st century equivalent of ‘We Can Do it!’, the inspirational poster produced in the US during the Second World War and commonly known as Rosie the Riveter. This time, we didn’t get a government message motivating women to work but instead a commercial brand promoting itself as the voice of female empowerment and gender equality in sports.

Using its reputation as the most trusted brand among millennials and the 21st most valuable* brand globally, Nike delivered the message that anyone, and especially women, can achieve their dreams with the power of hard work, no matter who they are.

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Germany: DSS Europe Goes From Strength to Strength

Integrated Systems Events announced the successful return of the Digital Signage Summit Europe (DSS Europe) to the Hilton Munich Airport hotel. DSS Europe, which took place this year 3-4 July, is Europe’s leading strategy conference for the digital signage and digital-out-of-home (DooH) industry.

In a packed two-day, two track conference programme nearly 500 attendees had registered to hear over 50 expert speakers discuss the latest developments in the digital signage and digital-out-of-home market.

In their keynote presentation, Florian Rotberg, Managing Director, invidis consulting and Stefan Schieker, a partner in the company, presented the most important market trends and current market figures. The global market for large format displays grew 18% to reach a value of €14.6 billion in 2018: EMEA growth was 14%. In EMEA, Germany, Austria and Switzerland accounted for 16% of the market, up 13%, followed by the UK and Ireland with 14% (up 3%) while the Nordic countries comprised 12%, growing by 13%.

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USA: After 28 Years, Out-of-Home Trade Body Has a New CEO in IAB's Anna Bager

The Out of Home Advertising Association of America (OAAA), the trade body that represents the out-of-home advertising industry, has tapped Interactive Advertising Bureau (IAB) executive vice president Anna Bager as its next president and CEO.

Bager will start the role in September. She replaces Nancy Fletcher, who has led the organization since 1991, an era when the industry was rife with legislative battles over its future.

Originally from Sweden, Bager was selected after a six-month search by a committee that included CEOs from some of out-of-home’s (OOH) most prominent companies like JCDecaux, Intersection, Lamar Advertising, Outfront Media and Clear Channel Outdoor.

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Canada: PATTISON Outdoor Wins Advertising Contract to Billy Bishop Toronto City Airport Passenger Terminal

PATTISON Outdoor Advertising, Canada’s largest Out-of-Home provider and the leader in Canadian airport advertising is proud to announce it has been awarded a multi-year advertising program with Nieuport Aviation Infrastructure Partners (Nieuport Aviation), owner and operator of the passenger terminal at Billy Bishop Toronto City Airport, Canada’s ninth busiest airport welcoming more than 2.8 million passengers annually. The agreement is effective September 1, 2019.

“We are very excited about this new partnership which adds The Billy Bishop Toronto City passenger terminal to our portfolio of airport concessions across the country,” says Brian Rodkin, Vice President and General Manager of PATTISON Outdoor. “It is a strategic investment in our offering to advertisers, providing them the unique opportunity to scale their share-of-voice across all 15 of PATTISON’s airports.” 

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USA: Does Today's OOH Industry Have Enough: Ambition? Altitude? Innovation? Disruption? - The Nick Brien Podcast

Does Today’s OOH Industry Still Have ‘Innovative DNA’?

The Board Room —OOH Today’s Unscripted and Unfiltered Podcast #6
Our OOH Experts. Board Members:  Jack Sullivan, Bob Wolfe,  Todd Hansen and Kym Frank.

This podCAST is a review of comments from the presentation given at the 2019 OOH Conference by keynote speaker, Nick Brien. Nick Brien is the CEO of Dentsu Aegis Network Americas.

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USA: How Technology is Propelling the Billboard Industry Forward

Digital billboard technology brought innovation to the billboard advertising landscape through offering additional value for advertisers by splitting costs and allowing for greater campaign control.

For instance, Macy’s department store ran billboard ads for yearly sales like Memorial Day or Black Friday, and they ran ads for several days, with each one showcasing unique products and adding intrigue to a holiday shopping deadline. Traditional billboards can’t reasonably run this kind of promotion without serious vinyl printing and hanging costs. Because of the onset of digital billboards, Macy’s ads—and many others since—have been able to run dynamic ads that are easily changed.

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USA: "The Billboard Has Become King in FYC": Emmy Campaigners Jostle for Limited Space in Peak TV Era

An increasingly crowded field has created inventory shortfalls as ad revenue spikes and "awards season" goes year-round.
More than 700 shows vied for Emmy nominations announced July 16, but the real winners may be the outdoor advertising companies seeing massive increases in demand for L.A. billboards and inventory shortages.

While replugging content during awards voting is old hat, in the past three years competition for billboard space has become "almost quite onerous," says Ryan Laul, president of Outdoor Media Group, which works with CBS and HBO to place ads. Streamers and traditional networks, fighting to attract top talent in a landscape of megadeals, are shelling out for six-figure signage along the Sunset Strip to show their commitment to stars and creatives.

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USA: Jason Kuperman: 'Out of home is the town crier.'

Jason Kuperman is Chief Product Experience Officer at OUTFRONT Media where he helps advertisers, agencies and consumers to get the most out of OUTFRONT's digital billboards.  Prior to joining OUTFRONT, Kuperman worked at TBWA and the Omnicom Group holding company. Insider talked with Kuperman this week.

Why does out of home work?

It lives in the environment where people live their lives.  It’s in real life and at a scale that’s almost beyond other media... When it’s done right it has a huge impact.

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South Africa: Why out-of-home is withstanding the threat of digital and growing with it

With digital and mobile continuing to grow its market share, most traditional mediums have seen their slice of the pie cut dramatically, but not out-of-home, according to Jacques du Preez, CEO of leading South African and African out-of-home media owner, Provantage Media Group.

I recently reviewed some research conducted by MAGNA Intelligence, the well-respected US-based resource on advertising and media, which presented the historic and projected share of global advertising revenue by media channel, and it made for some very interesting reading.

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South Africa: Outdoor Network achieves milestone with 10th rotating digital billboard

Outdoor Network has taken the next step in the continued growth of its national footprint and digital-focused development strategy, with the milestone achievement of its 10th digital site in South Africa, meaning the out of home market leader is in a position to offer increased value to advertisers.

The new state-of-the-art 3m x 6m rotating digital billboard is situated in Pietermaritzburg and brings to five the number of Outdoor Network digital sites in KwaZulu-Natal, with the balance of the 10 sites in Pretoria/Tshwane (two), Johannesburg/Gauteng (one), Mbombela/Mpumalanga (one) and Polokwane/Limpopo (one) – all highly sought-after and key high-traffic locations, offering attractive upper income audiences.

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Australia: Data: Forging a new era of airport and media partnerships

Advertisers are increasingly relying on more detailed and insightful data to evaluate and target specific audiences at the right location, at the right time with the right message. oOh!media looks at how this data can be harnessed.

Where once media operators traditionally relied on passenger numbers and basic audience demographics (age, occupation group, gender etc.) to validate why advertisers should invest in airport media, there is a shift to smarter, more insightful and relevant audience planning which uses various overlays including transactional data.

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Australia: Woolworths joins the global ad rush

Woolworths has also unveiled a new performance-tracking model that will allow the customers of its media business to assess its effectiveness.

Banducci says the opportunity for advertisers to better determine the effectiveness of an advertising campaign is something Woolworths believes it can do more effectively than other businesses because of the transaction data if can access.

But the retail giant’s key advantage will be to add to what Tyquin calls the four P’s of marketing: product, price, placement and promotion.

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China: Oriental Sunrise Media Group Dazzles with one of Asia's Largest Digital Displays, Powered by Broadsign

Broadsign International Inc. has announced that it has been selected by Oriental Sunrise Media Group, a growing Chinese OOH media company, to deliver advertising, augmented reality, and live content experiences to Oriental Sunrise’s digital signage network.

This network includes one of Asia’s largest digital displays, measuring 3,788 square metres, located in Chongqing city.

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India: Civic bodies mulling policy to regulate OOH advertising

In order to restrict unauthorised installation of hoardings, authorities of several civic corporations have joined hands to bring out a proposal to formulate a policy. If reports are to be believed, officials have already started preparations for a draft policy for OOH advertisements.

The civic bodies are aiming to ensure a permanent income through the introduction of licensing fee and curb illegal hoardings installed along roads and streets.

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India: IOAA Board elects Sunil Vasudeva as Chairman, Alok Jalan as Vice Chairman

Sunil Vasudeva has taken over the President’s role from Noomi Mehta who held this position for 11 consecutive years

The Board of Directors of the Indian Outdoor Advertising Association (IOAA) attending the Annual General Body Meeting (AGM) held in Mumbai on July 25 have by consensus elected Sunil Vasudeva, Chairman of Pioneer Publicity as the IOAA President. Sunil Vasudeva has taken over the Chairman’s role from Noomi Mehta who held this position for 11 consecutive years.

The Board expressed its deep appreciation of Noomi’s outstanding contribution to the industry as the IOAA Chairman. In the meeting, Noomi reiterated his deep commitment to the cause of the industry and assured the Board of his unstinted support to IOAA in all its activities


Malaysia: DOOH is growing at double the rate of traditional OOH: Srikanth Ramachandran

Out-of-home (OOH) is one of the oldest advertising mediums and lately digitization has taken the OOH industry by storm. The Digital OOH or DOOH industry in India is booming and according to Srikanth Ramachandran, Founder & CEO, Moving Walls, the medium is now able to provide proof of delivery and reporting and is therefore a seamless extension of digital marketing in physical spaces.

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