World OOH News 4th July 2019

World OOH News 4th July 2019


UK: Clients deliver unified call for change in OOH

From the demise of classic billboards, to funding for Outsmart, Nationwide's Chris Ladd voices client concerns about the changing landscape of the outdoor market

Swindon is on the rise. By train, it’s only an hour from London and having lived near, and worked in, the town for the past decade, its growing population pushing past 200,000 should be a target market for advertisers using the outdoor medium to build a brand. New housing is springing up all over the town, and planning permission has even been granted for a Snowdome – heady days indeed.
Yet how, as a brand, do you reach the people of Swindon through large format out of home? I’ve noticed that the town – like other towns and small cities across the UK - is losing large format paper & paste poster sites, with no suitable replacement.

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UK: MediaCom's Phil Hall joins Ocean Outdoor

Ocean Outdoor has today announced a new leadership structure to manage its UK business, led by the appointment of new co-managing directors.
Phil Hall, chief commercial strategy officer of MediaCom, joins as co-managing director UK - to work alongside newly promoted co-MD Steve George, who is currently chief development officer. Together, they will take joint responsibility for the UK business.

Hall, who departs MediaCom after 18 years, will oversee Ocean’s UK commercial operations. Meanwhile, George takes responsibility for the franchise and development functions in the UK. The MDs will lead the UK operating group, reporting to Ocean’s Group unit.
Ocean CEO Tim Bleakley said the new leadership team allowed Ocean COO and CFO Stephen Joseph and CMO Richard Malton to assume Group wide roles as the company assimilates its recent Dutch acquisitions and steps up its international growth ambitions.

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UK: Talon, MGOMD and partners deliver 'Unlimiting' data-driven creative for Virgin Media

Taking a truly data-driven approach to creative solutions, over 50 creative Out of Home (OOH) formats have been created and planned for Virgin Media‘s new ‘Unlimiting’ campaign. The new campaign combines complex media planning using Talon’s Ada AdTech platform with creative solutions impact across multiple OOH formats to create one of the biggest creative solutions-led OOH campaigns.

‘Unlimiting’ is the first work from adam&eveDDB since being appointed by Virgin Media earlier this year. Media for the campaign was planned by MGOMD and as part of the OOH campaign creation Talon worked alongside OOH creative partners Global Street Art and Russell Signs and media owners Limited Space, JCDecaux, Primesight, Ocean Outdoor, Clear Channel and Exterion Media to take a unique data-driven approach to creative planning.

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UK: Introducing Motion@BirminghamNewStreet

“Birmingham is a retail and financial powerhouse and Birmingham New Street station, Grand Central and Bullring are at the heart of the city’s economic transformation.

The introduction of the premium Motion@Portfolio underlines the importance of Birmingham for brand communications, enabling national advertisers to reach audiences when they are out shopping and travelling in the city. This investment is part of the continued digitisation of Out-of-Home, reaching 68%* of the UK each week, with national reach and scale, providing new opportunities for branding and activation.”

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UK: InfiLED Partners Group is launched by the owners of InfiLED USA and InfiLED EM (Europe Middle East)

The bilateral specialist LED display organisation, covering North America, Europe and The Middle East, will provide clients with an extensive range of design, consultation, engineering, product, commissioning, repair and service support across three continents.

The IPG North America HQ will be based in Atlanta, Georgia with recent hubs now located in Los Angeles, California to support West Coast clients and NYC for East Coast. The European & Middle East HQ will continue at the UK’s largest dedicated LED facility, in Melksham, England, with recent mini hubs now located in Paris and Frankfurt. A hub in the Far East will be fully operational by mid July 2019 in Hong Kong. These globally diverse locations will provide access to an InfiLED Partners Group resource across multiple time zones, 24/7, with multi-lingual communication support.
One of the founding partners of infiLED USA and IPG, Marc Van Eekeren said, “We are proud to be part of a global display solutions business that puts customers’ requirements and expectations first and foremost. Collectively, IPG has multi-skilled design consultants, engineers, technologists, as well as sales and marketing support personnel, who can work hand in hand with all existing and prospective clients to provide fulfilment, implementation and project management, now on a global scale”.

The synergy between the IPG founders who share a vision for innovation will benefit global customers who want turnkey, customised solutions to suit their very specific design needs, such as DOOH, E-Sports arenas, TV studios, Retail, Leisure, Corporate, interactive exhibits and eye-catching displays.

Vince Dundee said, “The InfiLED Partners Group will continue to invest in expanding into additional locations in the USA, Europe and The Middle East, with Chicago and Las Vegas on the immediate horizon. Spain, Belgium and Dubai will follow before the end of this year”.

David Da Costa co-founder, is responsible for Europe & Middle East. Regarding the overall objectives of IPG, he explained, “The key founders have over 75 years of collective experience in rapidly growing businesses and specifically in display technology and LED. With such a foundation in place, we are well positioned to lead the industry as technology and manufacturing changes”.
For more information:

UK: Ocean rolls out Birmingham's biggest ever digital out-of-home roadside network

City’s world-class solution is designed to boost local economy. Ocean is rolling out a state-of-the-art digital network across main city arterial and commuter routes throughout Birmingham in partnership with Birmingham City Council. In total, 130 roadside digital 6-sheet screens will replace existing outdoor locations on key arterials across the city and the outer suburbs, including New John Street, Suffolk Street, Queensway, Corporation Street and Dartmouth Middleway.

The roadside network compliments Ocean’s current portfolio of large format city centre full motion screens and the Loop network. The provision of a mixture of single and double sided 75 inch screens is being managed by Samsung UK in association with Esprit Digital.

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USA: Out of home needs agreeable digital standards: Programmatic Punch NY 2019

Historically, out of home (OOH) used a static medium – billboards with vinyl and paper. Ari Buchalter, chief executive officer at outdoor ad agency, Intersection says it is digitising very very rapidly.

30% of revenues in the out of home space are now coming from digital screens in various forms, whether that's giant billboards in Times Square or screens in the backs of taxis.

At Programmatic Punch NY, Buchalter and Adam Green, senior vice president and general manager of Broadsign, a cloud-based digital signage software, discussed whether automated outdoor advertising really is programmatic and how the innovation will evolve to offer advertisers a personalized and effective platform.

USA: Stephanie Gutnik leaves Broadsign for OUTFRONT

Winner of one of the first FEPE Rising Star awards in 2018, Stephanie Gutnik has announced she is leaving Broadsign.

Guiding digital transformation in her new role at OUTFRONT Media, Stephanie bridges sales and product advancement to ensure client campaigns are ahead of the curve. Her efforts extend across media channels to promote OUTFRONT inventory as a core media buy.

Stephanie was previously the Vice President, Business Development at Broadsign, a global role that included overseeing strategic partnerships, new product rollouts, geographic expansion and programmatic sales. She is a frequent public speaker, representing the OOH industry at conferences from Taipei and Dubai to London and Sao Paulo. With a seat on the DSF's Board of Directors, Stephanie is also on committees for the OAAA, DPAA, IAB, Ad Club of New York and CANY.

Stephanie also appeared on stage at the 60th FEPE Congress in Dubai earlier this year with her well recieved prtesentation, "Don't be a Dinosaur"

Earlier, Stephanie ran Marketing for Broadsign and was in ad sales for News Corp. She graduated with a BA from McGill University and a MBA from Edinburgh Business School.

We wish Stephanie great success in her new role and look forward to seeing her at all future WOO events

USA: Sean Reilly on Lamar's Corporate Culture

On this week’s Billboard Insider podcast Lamar CEO Sean Reilly talks about the search for a new OAAA CEO, Lamar’s corporate culture, sustainability, programmatic out of home, Landmark Infrastructure, tariffs and what keeps him awake nights.

You head the OAAA committee which is searching for a replacement for Nancy Fletcher.  How’s the search going?

Let’s start with the fact that you can’t replace Nancy Fletcher.  She is an incredibly effective face of and voice for the industry for almost three decades.  So tough act to follow…I’m really pleased with the way the search has gone and we have settled on a candidate that I believe will rock the industry

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Canada: New study reveals the power of OOH in influencing shopper behaviour

In a digital age where consumers are usually buried in their smartphones, a new study shows that OOH still commands attention with 8 out of 10 Canadian shoppers stating they notice OOH advertising.

The study conducted by BrandSpark International revealed that millennials age 18 – 34 had the highest attention levels at 85%, an age group that can be difficult to reach. The research also showed that shoppers are in an alert and interested state of mind when outside their home which helps to drive awareness and memory encoding of advertising messages. This leads to high recall and prompts action that can increase consideration and purchase intent of products and services.

“With 8 out of 10 household shopping trips including unplanned purchases, OOH can lead to product trial, further stimulate brand conversation and increase consumer trust & brand loyalty”, according to Lara Menzies, Marketing, COMMB.

Active social media users pay attention to OOH with over 80% of users, across all social platforms, stating they notice OOH advertising. OOH has the ability to drive both online and offline conversations, extending reach and driving higher levels of engagement.


Australia: OOH Media Revenue Hit All Time High Of $927M, According To 2018 OMA Annual Report

he Outdoor Media Association (OMA) has released its 2018 annual report, revealing a growing industry currently accounting for 6.2 per cent share of media and sitting in the top two growing media channels for 2018.
Total net media revenue increased 10.8 per cent to an all-time high of $927.2 million, with digital Out of Home (DOOH) accounting for 52.3 per cent.

The industry continued to give back, citing over 200 arts, sports, and charitable beneficiaries of donated media space and advertising services, valued at $69 million.

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Australia: JCDecaux reveals slew of new large format pricing and advertiser initiatives

JCDecaux Australia has unveiled new plans for an "audience-led future" for its large format portfolio, creating advanced data planning capabilities and standard 1-in-6 share of voice for digital advertisers.

The new approach for JCDecaux’s large format channel comprises eight industry leading initiatives that combine to drive greater effectiveness for brands using digital large format.

The first is a new large format pricing methodology, with the OOH provider overhauling its pricing with a rigorous assessment of ten key factors; from the physical attributes that enhance viewability, market demand, location, environmental context and most notably - the value and relevance of the audiences reached by each individual large format site.

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Australia: Giant digital billboards at Airport Gateways enhance oOh! Fly offering

Six new large format digital billboards will reach audiences on their way to and from airports around the country, as part of the enhanced oOh! Fly national end-to end audience journey.

The new digital billboards include two on Joyce Drive – the gateway to Sydney Airport – that impacts international travellers through T1 and domestic travellers using the T2 and T3 when arriving or departing from 1 July 2019. The Sydney sites will be followed by three new digital billboards at Brisbane Airport, including the largest digital airport advertising screen in the country known as “Big Mortey”, “The Drop” on the Skywalk and the “Brisbane Boss” at the Taxi Rank. There will also be another at Newcastle regional airport, which is now the 13th busiest airport in the country.

oOh! Chief Commercial and Product Officer Robbie Dery said the new digital billboards further contribute to the powerful Fly network that provides advertisers with a national solution to reach the lucrative and highly sought after premium domestic and international traveller.

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Australia: Queensland Outdoor Media Provider GOA Announces Victorian Expansion

Queensland outdoor media provider GOA has announced its expansion into the Victorian market. Marked by the appointment of Paul Menary (featured image) as sales director for Victoria, this is the first in a series of growth-led changes within the business.

GOA is determined to shake up the Victorian market by offering state-of-the-art, immersive digital advertising solutions in Queensland to agencies and brands alike. With the newly opened Melbourne office, GOA are strongly positioned to bring customer-focused value propositions to advertisers who desire to grow their market share in Brisbane.

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South Africa: Primedia Outdoor celebrates 25 years of excellence

Primedia Outdoor, the largest wholly South African owned premier out-of-home media provider in sub-Saharan Africa, is celebrating its 25th anniversary throughout the month of July, and on this notable milestone looks back on the evolution of the company and the accomplishments over the last 25 years. 

Formerly known as Primedia Ad Displays, Primedia Outdoor was established in 1994 as an outdoor advertising company focusing on the marketing and sales of outdoor advertising signage for effective media placement solutions in the outdoor environment. Primedia Ad Displays bought a number of outdoor companies to become the biggest contender in the outdoor industry. The company was originally headquartered in Cape Town, and moved to the present headquarters in Constantia Kloof, Johannesburg in 1998 when current CEO Dave Roberts joined Primedia Outdoor as Finance Executive for Primedia Outdoor. 

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South Africa: #MediaEntrepreneur: From grassroots to global OOH reach

Having found himself unemployed and struggling to get his head around working for a corporate again, Jacques du Preez took the brave step of starting his own business. Provantage Media Group was born, and what a journey it has been for the out of home company and its founder.

From having dominated the MOST Awards Rising Star Award on the Media Owner side for a long period of time (winning it for four consecutive years), to spreading the reach of the OOH business across Africa, du Preez’s leadership has been the driving force behind it all.

Quietly growing the business out of view of the industry (they don’t brag about their achievements often do they?) du Preez has learnt a lot of lessons along the way. Here’s his takeouts as an entrepreneur:

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Singapore: JCDecaux Singapore to deliver digital signage, AR to Funan Mall

JCDecaux Singapore, a subsidiary of outdoor advertiser JCDecaux, has announced a partnership with Funan Mall, a shopping mall in Singapore, to manage a digital billboard and deliver augmented reality experiences, according to a press release.

The Funan eLevate Digital Billboard is located on the mall's 25-meter tall Tree of Life centerpiece. The mall installed it above the Centre Stage, an event space with a multipurpose amphitheater. The billboard itself is 3-meters tall and more than 5-meters wide with a 2.5-millimeter pixel pitch.

In the next few months, JCDecaux plans to integrate camera-triggered content and augmented reality for customers. It will also integrate dynamic campaigns by allowing advertisers to deliver content according to gender, age and color of clothing, according to the release.

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India: Goa OOH set for new regulatory policies

The Goa Government recently announced their decision to regulate the regional OOH industry by introducing a unified OOH policy across the state. The announcement was made a week ago by Vijai Sardesi, the Deputy Chief Minister of Goa, wherein he expressed that large size hoardings were becoming an “eyesore” to cities’ skyline.

The Town and Country Planning committee was initially responsible to monitor signage in the heritage sites and the need arose because of haphazard signage placement at heritage sites in the state. “Panjim has old buildings and owners have allowed placement of signage on the buildings, which is disrupting the beauty of the city. So, the Committee decided to have uniformity in the signage,” said Angelo Nunes, Proprietor of Adcity Advertising and Treasurer of All Goa Hoarding Owners Association. “However, they went on to say that uniformity should be followed on hoardings across Goa as well, which is not reasonable,” he added.

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