EUROPE NEWS

France: JCDecaux changes its organisation following Jean-Sebastien Decaux's decision to focus on the philanthropic activities of the Decaux family

JCDecaux the number one outdoor advertising company worldwide, is changing its organisation following Jean-Sébastien Decaux’s decision to devote himself, from 1st January 2020, to the philanthropic activities of the Decaux family.

Therefore, Jean-Sébastien Decaux will leave his operational functions and the Executive Board on 31st December 2019. Nevertheless, he will remain committed to JCDecaux SA, as a shareholder and part of the governance of JCDecaux Holding as well as a member of the Supervisory Board, his appointment being proposed in view of the Annual General Meeting which be held on May 14th 2020.

UK: TfL challenges brands to portray London's BAME communities in 'nuanced and authentic' way

Transport for London (TfL) is offering up free ad space across its network for an ad that can successfully challenge the “sometimes superficial” representation of the capital’s Black, Asian and minority ethnic (BAME) communities.

This year’s iteration of TfL’s diversity in advertising competition (which first launched in 2018 setting a brief for advertisers to better reflect women in the city) will challenge brands and their agencies to develop creative that markets their product while offering a “nuanced and authentic” portrayal of BAME people.

The winner will receive £500,000-worth of advertising space across the TfL network, which includes tubes, buses and out-of-home inventory from JCDecaux UK and Global.

The partnership will introduce around 150 specially designed screens to venues up and down the UK. The additions bring Clear Channel’s Socialite network to a total of 650 screens – confirming it as the UK’s largest pub and bar digital Out of Home network.

The new screens will additionally display works by young artists through a partnership with The Prince’s Trust.
Clear Channel, one of the UK’s leading Out of Home media owners, has announced its partnership with Stonegate Pub Company. The partnership will introduce around 150 digital screens, as part of the Socialite network, into pubs and bars up and down the UK, including Yates and Walkabout. This partnership cements Socialite as the UK’s largest pub and bar digital network.

UK: Programmatic OOH tipped to go 'mainstream' in 2020

Media agencies say they are beginning to change team structures to accommodate more programmatic trading in OOH.

Agencies are calling on out-of-home media owners to provide more digital inventory to trade programmatically, a survey of media buyers and specialists has revealed. In its latest biennial State of the Nation global marketplace report, JCDecaux’s OOH programmatic trading marketplace, VIOOH, predicts 2020 will be the year programmatic digital out-of-home advertising will go "mainstream".

As a result of expected growth in programmatically traded DOOH, media agencies say they are beginning to change their team structures as they adapt to new ways of building and planning digital campaigns.

UK: Digital out-of-home will 'weave its way into the fabric of daily life' says Rapport CEO Mike Cooper

Unlike the ‘declining’ mediums of digital, social and mobile – digital out-of-home is on the rise and, indeed, it even has the potential to elevate people's daily lives, says Rapport Worldwide president and CEO Mike Cooper – ahead of his presentation on the topic at the Mumbrella360 Asia conference this November (5-7).

Will advances in data and technology make out-of-home more relevant? I seem to be asked this question on a regular basis. Whenever I’m asked it or if I’m asked to speak, or pen an article around the future of the OOH industry, I wonder if those who encounter my musings might suggest I come across a touch defensive?

A Lancashire digital advertising company says it is launching an “affordable big screen advertising platform” for small and medium sized businesses.

Clearglow’s MD says that even if a global firm approached them, the LED billboard on Bury New Road in Manchester would remain local:

“A campaign on any other digital billboard in the city would cost anywhere between £2,000-£20,000 for a month. We know that’s simply unaffordable for most small businesses, which is why we’re committed to creating a powerful advertising platform for the local business community. By advertising with us, companies can reach nearly 1 million people for less than £13 per day,” said Managing Director, Kristian Ball.

UK: Closing the evidence gap in OOH

As data has dictated the direction of travel for the media economy in recent times, there remains an over-reliance on some performance metrics that still profess to measure efficiencies rather than effectiveness. This is changing as we become more proficient and confident in applying measures that truly reflect a cause and effect, whether branding or activation led.

This shift is helping us build a case load of evidence now that can shift media practitioners from the guess to the evidence economy; and Out of Home is no exception.

Switzerland: APG|SGA and Hallenstadion Zurich: Digital branding with over 75 new screens

Just in time for the launch of the 2019/2020 events programme and the start of the ice hockey season, APG|SGA is marketing over 75 modern, digital, full-HD event eBoards in Switzerland’s best- known multi-purpose events venue. For customers, this new digital range represents a supremely impressive, highly exclusive advertising environment.

Hosting around a million visitors and 140 events in the areas of sport, culture and business each year, the Hallenstadion provides the ideal environment for the new APG|SGA digital event eBoards. With over 75 screens, advertising customers can benefit from an exclusive, brand-new platform for showcasing their products and services. The foyer alone now features 30 screens of up to 75 inches. The range can be booked on a seasonal or daily basis with a flexible change of subject in order to reach the desired target groups.

“We are delighted about this successful collaboration with the Hallenstadion. It will enable us to offer our customers a high-impact, innovative advertising platform. The synchronized advertising messages, each lasting ten seconds per minute, create a unique digital branding experience in the attractive setting of the Hallenstadion”, explains Patrik Denzler, Head of Partner Management, Eastern Switzerland Region.

AMERICAS NEWS

USA: MRI-Simmons Finds Adding Outdoor To Mix Can Boost Reach 100%+

Adding out-of-home media to a campaign's mix boosts weekly audience reach by as much as 100% or more depending on the medium, according to a study released Monday by the Out-of-Home Advertising Association of America (OAAA).

The study -- which was conducted by MRI-Simmons and included results from its massive Winter 2019 National Consumer Study, as well as a custom online study of 2,400 respondents -- found modest incremental audience reach from adding out-of-home to ubiquitous media such as mobile to more than double the reach of newspapers.

USA: Geopath Finalist for Best Analytics Platform Award

Geopath, the not-for-profit organization that provides the industry-standard currency for out-of-home (OOH) advertising, today announced that it has been selected as a 2019 Street Fight Innovator Awards ‘Best Analytics Platform’ finalist for its new measurement system, the Geopath Insights Suite.

Previously, Geopath measured several forms of OOH advertising, including billboards, street furniture, and transit ads.

Delivering upon the industry’s desire for a trusted, universal currency for OOH measurement, Geopath utilized a variety of data streams, including mobile location data to integrate place-based measurement into its solution.

USA: Adquick partners with IBOUSA and Apparatix to automate sale of digital and static billboard space

AdQuick.com, the Out of Home (OOH) Advertising software company, today announced a joint partnership with the IBOUSA COOP Marketing Platform powered by Apparatix, a leading supply side platform for billboard operators, to make available both static and digital inventory for hundreds of independent operators on AdQuick.com’s platform.

Any operator using Apparatix as their inventory management platform can now elect to allow Adquick to connect directly to check inventory and availability in real-time. Previously this had only been available for digital inventory. The rollout for the automated system will begin in Q4, 2019.

USA: Reaching New Consumers with Out of Home

A conversation with Mark Boidman, of PJ SOLMON appearing on Bloomberg’s Daybreak:Americas hosted by Alix Steel speaking to OOH opportunities to reach new consumers.

Click here for video »

AUSTRALASIA NEWS

Australia: Out of Home audiences up 2.4% - ninth consecutive year of growth

MOVE (Measurement of Outdoor Visibility and Exposure) has released the results of its annual data update, showing Out of Home (OOH) audiences increased by 2.4% in 2019.

The 2019 update includes changes to the current market models, including:

• Updates to population and employment travel zone data drawn from the 2016 Australian Bureau of Statistics census
• Updates to ‘trip attractors’ in each travel zone such as shopping centres, schools and airports
• Updates to road network and transport information including public transport routes and timetables
• Additions of new signs and changes to some existing signs

“This is the ninth consecutive year that Out of Home audiences have grown, now reaching 13 million people each day in the five major capital cities MOVE measures.

Australia: QMS goes to Quadrant Private Equity

Digital out of home advertising player QMS Media Limited is being bought by Quadrant Private Equity. The company has entered into a Scheme Implementation Deed with Quadrant for 100% of QMS at $1.22 a share.

The takeover deal gives QMS Media an enterprise value of $571.6 million and an equity value of $420.6 million. QMS floated on the ASX in 2015 at $0.65 a share.

CEO Barclay Nettlefold says the acquisition by Quadrant represents an excellent outcome for shareholders, partners and employees.

"It is a testament to our sustained growth in a challenging market, and our continued market leading digital revenue contribution, led by our strong and experienced executive management team," he says.

Australia: Coca-Cola Australia embraces diversity with re-launch of Share A Coke

Coca-Cola Australia has launched its biggest integrated marketing campaign for 2019 with the return of Share A Coke.

The Share A Coke campaign, which will run until the end of February, will for the first time give every Australian the opportunity to put their name on a Coke bottle.

The campaign features a series of different creative executions which will run across Australia’s biggest large format billboards and digital out-of-home.

It will also include a new TVC and is supported by social, online video, cinema, experiential, sponsorship and influencer activity which goes live from this week, reaching more than 20 million consumers.

Middle East: Past Passive - OOH to DOOH

OOH has traditionally fallen behind when it comes to targeting and measurability, says Publicis Media’s Amer El Hajj. But DOOH? Well, that’s another thing altogether.

A recent report by Winterberry, a specialised management consultancy, cites that only 5 per cent of its panellists said out-of-home (OOH) is the best medium suited to driving value in concert with the deployment of other channels. By coincidence, the same percentage is reï¬‚ected in an IAB UK & PwC 2018 report, showing that OOH billing in the UK is 5 per cent of the total media spend.

Some brands would argue that the time of traditional media is long gone, as it simply cannot compete with the more popular adoption and immersion of digital and social media.

India: TaxiTop takes data driven approach for cab branding

Another start-up, TaxiTop Media accumulates digital media for cab branding opportunity in Kolkata, leveraging the growing transit segment of the OOH advertising. The start-up has tied up with Uber to install smart digital screens on the top of their cabs but with an added feature i.e. suitable data driven targeting approach.

As of now, the company has 40 cabs in their network of digital and car wrap media running in Kolkata with an inbuilt software that records information such as the time and place where the ads are displayed. The software also identifies the location the ad displayed for instance residential zone, corporate zone or commercial zone.

World OOH News November 1st 2019