World OOH News November 7th 2019

World OOH News November 7th 2019


UK: Out of Home reports strong growth of +9.8% in the third quarter of 2019.

Outsmart, the trade body for the Out of Home (OOH) industry, has announced that Out of Home revenue reported for the quarter July to September 2019 saw the total market grow by +9.8% year-on-year from £300 million in Q3 2018 to £330 million in Q3 2019.

The report, conducted by PwC, reveals that Digital Out of Home saw growth of +17.1% in Q3, comparable to Q2 (+17.2%) and stronger than Q1 2019 (+11%). Digital’s share of total Q3 revenue was 54%. Classic Out of Home also saw growth in Q3 (+2.4%), slightly up on Q2 (+2.3%).

New data released by Route shows the continued investment in digital screens is fuelling reach. Digital Out of Home is now seen by 69% of the adult population each week. The reach of Classic Out of Home has little room to grow, with 98% seeing a poster advertisement each week, a number that has been stable for the past few years.

Justin Cochrane, Chair of Outsmart, comments that “These strong results show Out of Home’s mix of digital and classic formats are trusted by advertisers to deliver both efficient planning and massive reach, with fantastic creative opportunities that build brands.” Visit the Outsmart website to download a detailed breakdown of OOH revenue figures. 


UK: Talon partners with data provider X-Mode to enhance Ada Out of Home platform

Talon Outdoor is adding to its proprietary data management platform, Ada, through a new partnership with X-Mode, one of the leading providers of high quality, GDPR-conscious location data.

Ada was developed by Talon to push the boundaries of data-driven OOH audience targeting and campaign measurement, enabling advertisers to create more effective campaigns.

Ada manages and activates audience and location data points to create new intelligence about people’s real and recent behaviour, including how they travel, the OOH advertising inventory they see, and the actions they take after exposure to brand messages. Users include McDonald’s, Sainsbury’s and Audi. 

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UK: The many challenges of making OOH programmatic

OOH continues to digitise, giving brands new, shiny things to play with.In fact, the proliferation of digital out-of-home screens has helped drive weekly digital impacts to 1.1bn across the UK, according to OOH measurement body Route.

At its last count in September, Route recorded 45% more digital screens than the same period in 2018 - 11,734 vs 8,088.
The rise means 69% of adults will now see a digital screen each week, meaning it now has wider cover than commercial radio (65%).

However, it’s linking this new digital estate – spread across multiple media owners - to the programmatic world that presents perhaps the biggest challenge.

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USA: GroupM To Advertisers: The Next New Thing May Be Outdoor, Radio & Print

Outdoor, radio and print-based media -- once the bulk of all ad-supported media (pre-TV’s introduction in the 1950s) -- now are the overlooked stepchildren of Madison Avenue’s media mix, but a new marketplace report from WPP’s GroupM unit makes a case for marketers to seriously reconsider them in their plans.

“Outdoor, radio and print-based media offer opportunities for marketers,” GroupM Business Intelligence Global President Brian Wieser writes in “Media Beyond TV and Digital,” a report posted on GroupM’s blog this morning.

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USA: Clear Channel Outdoor, Broadsign Partnership Expands Access to U.S. Programmatic Digital Out-of-Home Inventory

Ad Tech Integration Opens DOOH Programmatic Pipes More Broadly to Digital Buyers, Helps Brands Execute More Efficient and Measurable Omnichannel Campaigns

Broadsign, the leading digital out-of-home (DOOH) marketing platform and Clear Channel Outdoor have announced a new partnership that enables brands to tap CCO’s U.S. DOOH inventory via Broadsign’s programmatic supply-side platform (SSP) Reach. Several brands, from sports entities to leading healthcare companies, have already tapped the integration to extend the reach, impact and efficiency of online and mobile campaigns using DOOH bought programmatically across CCO’s roadside digital media.

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USA: OAAA Launches Initiative Focused on Analytics, Data Use, and Programmatic for OOH

The Out of Home Advertising Association of America (OAAA) is leading (out of home) OOH advertising industry efforts to facilitate automated transactions at scale and to integrate OOH seamlessly into the broader media ecosystem. To achieve the goal, OAAA has formed two new membership committees. The Data Use and Analytics Committee and the Programmatic and Automaton Committee held inaugural meetings in New York earlier this fall. Both committees have been tasked with understanding, evaluating, and providing expertise to advance OOHtech.

“As the umbrella organization for all things OOH, OAAA works closely with its members to unite the industry around the use of data, analytics, and automation in planning, buying, and reporting OOH campaigns,” said OAAA Chief Marketing Officer Stephen Freitas.

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USA: Jeremy Male: 'It was another terrific performance.'

“I think you’ll agree it was another terrific performance for our business” was how OUTFRONT CEO Jeremy Male summarized OUTFRONT’s the third quarter financial results yesterday.  Here are some other comments from the earnings call.

On the increase in yields - First, we’re getting a nice increase in static billboard yields which are 80% of billboard revenue.  We’re also growing out digital billboard yields and converting more inventory to digital.

On Growing Digital Revenues - Digital has been increasing as a percentage of revenues by 2-3% every quarter year over year.   Magna global estimates that digital contributed to 23% of US revenues in 2018 and expects this to grow to 40% by 2023 implying that we’ve got a great future runway.

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USA: Watchfire And Blip Announce Seamless Integration For OOH Demand Generation

Watchfire Signs, a leading manufacturer of digital billboards and LED displays, today announced a partnership with Blip that will allow users of Watchfire’s Ignite software to enable Blip with a single click. Blip is the highest performing self-serve marketplace for small business advertisers in the USA to buy airtime on digital billboards with any budget. The integration enables Watchfire customers to use Ignite OA as usual, but now maximize revenue by seamlessly enabling sales through the Blip marketplace.

Watchfire’s VP, Digital Billboard Division, Darrin Friskney, comments on the partnership: “This is a release our customers have been asking for. Billboard operators love our software, Ignite OA, and they love the revenue Blip delivers; but they wanted them both in one easy-to-use platform. 

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Paraguay: JWF Group, Paraguay's Largest Local DOOH Company, Selects Quividi

JWF Group, Paraguay’s Largest Local DOOH Company, has selected Quividi, the World #1 audience & campaign intelligence platform for DOOH, to measure and analyze the audience of its network of large indoor and outdoor screens and optimize the campaigns of its advertisers.

JWF Group operates 36 digital billboards as well as 21 digital place-based LED screens located in retail, restaurants, malls, airports and bus stations. LATAM, Coca-Cola, AB InBev Group, Samsung, McDonalds, Heineken, Tiffany & Co., Land Rover are amongst the brands that regularly advertise on the network.

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Australia: OMA and MOVE expand and restructure teams

The Outdoor Media Association (OMA) and MOVE has welcomed five new team members, bolstering expertise across its marketing, government relations, and MOVE teams. The new appointments will strategically position the OMA and MOVE to deliver a swathe of new products and services to its members and stakeholders.

OMA CEO Charmaine Moldrich said: “At a time when the Out of Home channel is undergoing unprecedented transformation and growth, it is imperative that we draw upon fresh perspectives to drive the industry forward. This is why I am delighted with our new structure and welcome our new team members who bring valuable expertise to the OMA and MOVE.”

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Australia: SMI September: Outdoor advertising bookings jump 9%

For the calendar year so far, Australia is down 4.7% compared to the same nine months in 2018. 

However, the aggregated media numbers in September show outdoor up 9% for the month to be more than $100 million for the first time. This may have been aided by an extra Monday in the month which pulled some October revenues into the spend.

The Insurance category is the fastest growing, with total media investment up 37% in September. It’s also the fastest growing for the September quarter with bookings up 32%.

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Australia: ACCC drops investigation into outdoor advertising

The Australian Consumer and Competition Commission (ACCC) will not be continuing its investigation into the out of home sector over potential anti-competitive behaviour. 

The watchdog confirmed earlier this year that it was looking into the media companies, with a focus around the use of rebates and discounts. However, the ACCC has now written to the media companies, including Ooh! Media and JCDecaux, informing them it hasn't found any issues needing further investigation. 

Media bosses have welcomed the watchdog’s findings.“We’ve fully cooperated with the investigation and are happy with the ACCC’s decision,” says JCDecaux AUNZ CEO Steve O'Connor.

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South Africa: Primedia Outdoor launches its Airport Digital Network in South Africa

Following the success of the launch of the 5m x 10m digital billboard located at the prestigious King Shaka International Airport in June this year, Primedia Outdoor brings the market another great opportunity to reach airline travellers. As a proud media partner of Airports Company South Africa (ACSA) for over 20 years, Primedia Outdoor has unveiled its exquisite new 3m x 6m cantilever digital billboard at O.R Tambo International Airport – currently the only external LED display at this monumental airport.

O.R Tambo International Airport is Africa’s biggest and busiest airport, facilitating over 20 million passengers a year. As the flagship airport, O.R Tambo International Airport services airlines from continents around the world and plays a vital part in serving the local and regional air transport needs of South Africans, as well as international travellers (Airports Company South Africa).

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India: Laqshya Media Group introduces technology to measure OOH ad reach in India

Just when advertisers were shying away from the medium, the Out of Home (OOH) industry outdid itself in terms of creative, innovations and reach. With a fair dosage of digitizing itself, OOH is now ready with its next big disruption. Addressing the only possible drawback of the industry which is measurability, OOH is all set to put numbers to its reach.

Laqshya Media Group (LMG) has introduced the disruption in the Indian market. The Delhi-based OOH brand has launched ‘SHARP’ (Strategic Hyperlocal AI-powered Reach Planner), a first-of-its kind planning tool for measuring the effectiveness and media value of outdoor campaigns.

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India: Johnnie Walker spotlights it's striding man identity with OOH campaign

Johnnie Walker The Journey will aim to drive recognition of the brand's Striding Man logo through a new out of home campaign.

The campaign, entitled #TheTravellingBillboard, conceptualized by What’s Your Problem, will see some of India's influential travel photographers create billboards with the logo in various locations like the abandoned Kuldhara village and the underwater terrain of Andamans.

The campaign will be amplified with the help of 150 social media influencers who, through a miniature version of #TheTravellingBillboard of their own, will capture their own unique experiences and journeys.

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Thailand: Thai outdoor media firm Master Ad acquires 50% of Hello LED for $64.6m

Thai out-of-home media provider Master Ad Plc (Maco) has agreed to acquire a 50 per cent stake in Hello LED for 1.95 billion baht ($64.6 million) in an attempt to become the country’s largest outdoor advertising network. Hello LED has been in business for over 15 years, providing billboards in Bangkok’s central business district and other provinces. The company has 134 large billboards and 74 digital billboards throughout Thailand.

The investment in Hello LED will help improve Maco’s economies of scale and allow it to become the largest owner of outdoor advertising media in the country, the company said in a statement.

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China: China's first 3D projection contest was held in the historical city of Datong

China's first national 3D projection contest was staged in Yongtaimen Square, south city wall, Datong City, Shanxi Province. 17 entries from creative production units, advertising companies and colleges and universities across the country entered the finals and won a total cash prize of RMB300,000.

Datong is one of China's nine ancient capitals and one of the first 24 historical and cultural cities in China. The Yungang Grottoes on the outskirts of the city are one of the largest ancient grotto groups in China and one of the UNESCO World Heritage Lists.

The 3D projection contest was hosted by the Outdoor Advertising Branch of the China Advertising Association and the Datong Municipal Government. With the majestic Datong Ancient City Wall as the background, the Datong cultural elements were presented in a visual way. Through the combination of technology and culture, the Datong area was presented to the world. Culture and disseminate the brand image of Datong City. Based on the success of the first session, the organizers said that they will continue to hold next year, and they hope to have entries from all over the world.