World OOH News 6th September 2019

World OOH News 6th September 2019

UK: Out of Home Network Adshel Live Celebrates the Installation of Its 2000th Screen

This month, out of home media owner Clear Channel celebrates the installation of the 2000th Adshel Live screen, firmly cementing its position as the UK’s largest digital out of home (DOOH) network.

A multi-million pound investment kick-started the Adshel Live journey and first Adshel Live screen took root in Cardiff in 2015. The network has grown an average of 500 screens per year since. Earlier this year, Adshel Live became the UK’s largest digital Out of Home network, and Clear Channel is committed to growing this network further.

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France: JCDecaux uses Facebook Live to bring IWC Schaffhausen Silver Spitfire take-off to Paris CDG

JCDecaux Airport Paris joined forces with both IWC Schaffhausen and Facebook for a live advertising broadcast in Paris-Charles de Gaulle Airport.

IWC Schaffhausen has spent the last two years restoring a legendary spitfire plane, which will now travel around the world over the course of several months for a promotional campaign called Silver Spitfire – The Longest Flight.

On the day of the spitfire’s take-off from Goodwood Airfield in the UK (5 August), thousands of passengers passing through Paris-Charles de Gaulle Airport were able to witness the preparation and take-off. The campaign took over 12 screens of the boarding lounge for Gate K in Terminal 2E


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Russia: Moving Out Of Home To Outer Space: PepsiCo Signs On For 'Orbital Billboards'

The out of home ads of the future will replace billboards with rocketships if one Russian ad agency has its way. ‘Orbital display’ company StartRocket wants to take advertising into space and it now has its first client.

It plans to project enormous advertisements into the night sky by launching clusters of CubeSats (miniaturised satellites) into orbit. Announced earlier this year, the company states the billboard’s potential audience coverage is seven billion people – the entire global population.

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USA: Facebook: Combine OOH with Facebook Ads

Facebook published a new report that found adding a combination of OOH and Facebook advertising to a media mix can help campaigns reach broader, younger audiences. The report focuses on campaigns in Europe.

According to Facebook:  “With the widespread use of smartphones, the high visibility of out of home goes hand in hand with actions on digital channels such as social media. For example, nearly 4 in 10 adults surveyed (38%) in the US say they have visited a Facebook Page or posted on Facebook after seeing an OOH ad, and 25% have posted to Instagram.”

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USA: Digital Advertisers Look to Connected Cars to Push Industry Forward

Is the connected car market driving innovation in digital advertising, or is pressure from advertisers pushing automakers to commit more deeply to building connected cars? The answer might depend on whom you ask.

With connected cars well on their way to becoming the standard in the U.S. market, advertisers are flexing their influence and pushing for automakers to build more cars with data systems that are designed for integration. They’re also developing more integrated out-of-home advertising and marketing strategies that rely on location and other data channels accessible through connected vehicle systems.

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USA: The disruptive 5G future of DOOH advertising

Billboards are perhaps the most ubiquitous form of advertising. Adorning every street corner, they are designed to catch the eye and stay buried somewhere within our minds. Their placement is strategic, targeting areas of heavy footfall, traffic, next to a train line or football stadium. Will cinemas trump digital advertising this year?

Attention is paid to local demographics— average income, house prices, political leanings— ensuring the advertiser’s message has the best chance of hitting its target audience.  Beginning as the humble flyer— a product of Johannes Gutenberg’s movable type printing in the 17th century, it was the Americans that thought “bigger was better”. Jared Bell’s first 50-square-foot ‘poster’ began by advertising a circus in New York, around 1835. 

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USA: Where To Be in New York This Fall

OAAA is gearing up for a busy fall. Join OAAA and the OOH industry at the following ad events through the end of the year:

This year at Advertising Week, New York, September 23-26 OAAA will launch the OOH is Real campaign. A re-imagining of the successful Feel the Real campaign in 2015, OOH is Real will target agency and advertiser executives with messaging about the authenticity of the OOH media in today’s digital and mobile world. OOH assets in and around the Advertising Week venue will feature campaign creative, driving audiences to where they will find resources and proof points about the power of OOH. OAAA will offer a meet-and-greet with its new president & CEO Anna Bager Tuesday afternoon on the official OOH is Real mobile lounge — a Vector Media double-decker bus.

Advertising Week delegates can climb aboard for real refreshments, real relaxation, and a real conversation.

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USA: Warning Global Warming: a poster project by Per Arnoldi with JCDecaux

In close collaboration with international non-profit The Climate Group, which annually hosts Climate Week NYC, and JCDecaux, a new poster by Danish Artist Per Arnoldi will appear on 40 sites in New York, displayed in Manhattan, Brooklyn and Queens, from September 3rd, 2019.  

Using a play of words, as well as image, the dramatic, minimal, and articulate language of the poster sends out a GLOBAL WARNING in the context of the threat of global warming.

To coincide with the meeting of the United Nations General Assembly (GA74, September 17th through September 24th, 2019), the poster campaign will bring the climate crisis to the fore. From the day before the start of the General Assembly, a 15-second long animated version of the poster will be displayed 24-hours a day on 12 JCDecaux digital bus shelters in the area around the UN building.

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Australia: oOh! Rebrands Digital Offering To Launch Data-Driven 'Smart Reach'

Outdoor advertising company oOh!Media is expanding its digital offering, launching a new product that connects trillions of data points with physical locations. ‘Smart Reach’ comes as a rebrand of the company’s existing oOh! DataScience offering and leverages data collected by oOH!’s partner Quantium to help advertisers reach the right customers at the right locations.

“Smart Reach is about the ability for advertisers to reach more of the people that they really want to, at location, with accurate robust data,” said oOh! CEO Brendon Cook.

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Australia: New report shows the impact of OOH and TV advertising

The latest ad spend study undertaken for Ooh Media has shown the impact when both out of home (OOH) and TV are included in a media campaign.

Aussie ad spend study shows digital ROI doubles with Out of Home in the mix. Digital platforms’ ROI more than doubles when TV and Out of Home are included in the media mix, according to new analysis undertaken for oOh!media by leading independent consultancy, Analytic partners.

Managing Director of Analytic Partners, Paul Sinkinson, said the analysis in sales performance and marketing ROI of more than $9 billion in marketing spend in Australia highlighted the need for marketers to consider multiple platform campaigns to drive better results.

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New Zealand: QMS receives capital return of $38m after merger with Media Works in NZ

Outdoor advertising company QMS has completed its New Zealand merger with independent radio, TV and digital business Media Works.

The merged entity now has the largest audience in New Zealand, and has also entered an unconditional agreement to acquire ETC Media’s premium Christchurch digital billboard portfolio, adding 12 large-format digital billboards to its existing portfolio, the company said. QMS and Media Works’ merger builds the network share for the final entity QMS will hold a 40% interest in the merged business, with a market network extending to Auckland, Wellington, Christchurch, Whangarei, Hamilton, Tauranga, Rotorua and New Plymouth. QMS will hold two seats on the five-member board.

QMS will receive a capital return of $38m from the merger, which will be used to repay the business’ banking facility.

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New Zealand: Out-of-Home Continues Support for Te Wiki O Te Reo Maori

In recognition of Maori Language Week, OMANZ (JCDecaux, oOh!Media!, QMS, Media5 and Ad-Vantage Media), with assistance from LUMO and Go Media, will be continuing their support of the NZ community and te reo Māori.

In 2018, the Out-of-Home media industry utilised over 400 digital out-of-home advertising panels in 6 main centres across the country that displayed changing creative due to real-time elements such audience, time of day, day of week and dynamic triggers such as weather or traffic.

The objective of the campaign was to provide a snapshot of te reo Māori language lessons in everyday words using Out-of-Home media assets out there in the community where people are.

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India: LG launches new OOH display solutions for Indian market

LG Electronics, a leading electronics major in India, launches a new outdoor digital display product line as a part of its B2B segment to cement their presence in the Indian OOH display market. Titled techTALK 2.0, the event showcased a wide range of LG’s flagship B2B products, developed using the finest technologies and breakthrough innovations. The product like up includes 130 All-in-One LED screens- launched world widely including India, Transparent OLED- an international product and New Outdoor Display i.e. specifically designed for the Indian market at a Grand Technology seminar in Delhi.

With new launches, the company is looking to provide display solutions to all segments of vendors upgrading their offerings with digital technologies at affordable prices and long-lasting services. The company is also organizing seminars to educate their clients about a bouquet of possibilities and opportunities. These products will be starting to deliver from September onwards.

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India: Netflix's OOH spends in FY19 doubled, Sacred Games takes the lead

American OTT platform, Netflix’s recent original series Sacred Games produced by Phantom Films has set new records by spending a huge amount on Out-of-Home for their ongoing season of Sacred Games 2. A huge 50-feet poster of Sacred Games is grabbing eyeballs in the capital and other metropolitan cities. Gone are the days, when such kind of investments was done for big-budget films, now the OTT platform has gone all out to do the promotions. Experts also suggest that the American OTT platform is also spending generously on the medium.

“Netflix's spends in FY’19 doubled as compared to FY’18 on Times OOH properties, and they continue to spend in FY'20.

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Malaysia: Xaxis reaches over 5.4 million people with DOOH ads in Malaysia

Xaxis this month announced that a campaign for Domino’s Pizza Malaysia reached more than 5.4 million people by using DOOH channels. In two months, the campaign drove over 1,300 store visits across seven Domino’s Pizza outlets, a ten percent increase in store footfall.

According to Xaxis, the digital out-of-home (DOOH) campaign is a pioneer and shows the results of combining real-time audience targeting and measurement capabilities for out-of-home advertising.

Xaxis and Mediacom designed the campaign to build awareness and footfall to Domino’s Pizza for the relaunch of its Ssamjeang Pizza range. DOOH ads designed to audiences in real-time based on variables such as vehicle type, and weather and traffic conditions. 

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Japan: Iconic London bus becomes Tokyo marketing tool

The red AEC Routemaster is a British icon. Introduced by London Transport in 1954 and built by the Associated Equipment Company and Park Royal Vehicles, the double-decker bus remained in service in London until 2005—outlasting multiple replacements. Even now, the original Routemaster lives on, delighting commuters on a single heritage route in central London. Of the 2,876 Routemasters built between 1954 and 1968, only 1,230 exist today. But as luck would have it, you can find it right here in Japan.

The Routemaster is a key part of the out-of-home (OOH) advertising options offered in Japan by event and promotion firm Tokyo Ride Group. As Shinya Yamamoto, the firm’s chief producer, told ACUMEN, “The Routemaster is a symbol of Britain, but its design is perfect for Japan”.

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