FEPE Out of Home News 24th September 2015

FEPE Out of Home News 24th September 2015



Ireland: New Code of Standards for Advertising and Marketing Communications unveiled by the Advertising Standards Authority for Ireland (ASAI)

7th edition of the ASAI Code features new sections on E-Cigarettes and Gambling as well as completely updated sections on Food (including rules for ads addressed to children), Health & Beauty and Environmental claims

The Advertising Standards Authority for Ireland (ASAI), the independent self-regulatory body committed to promoting the highest standards of marketing communications, today unveiled the new ASAI Code of Standards for Advertising and Marketing in Ireland (7th edition).

The new Code, which will come into force in March 2016, is the result of a comprehensive review undertaken by the ASAI which involved a significant public consultation process with a wide range of Government departments and agencies; consultations with consumer groups and other NGOs; and consultation with the advertising industry including advertisers, agencies and the media.

The Advertising Standards Authority for Ireland is financed by the advertising industry and committed, in the public interest, to promoting the highest standards of marketing communications, that is advertising, promotional marketing and direct marketing. The objective is to ensure that all commercial marketing communications are ‘legal, decent, honest and truthful’.

Members of the ASAI are required to abide by the Code and not to publish an advertisement or conduct a promotion which contravenes Code rules. The Code covers commercial marketing communications and sales promotions in all media in Ireland including digital (online banners, websites and social platforms), print, outdoor, radio, TV, leaflets/brochures, and direct marketing.

Below are some of the key changes and additions to the 7th edition of the ASAI Code of Standards for Advertising and Marketing in Ireland. To view the Code in full, please go to www.asai.ie

• Brand new section on E- Cigarettes (page 105) New Code rules include that “marketing communications for e-cigarettes should be socially responsible and should contain nothing which promotes the use of a tobacco products or shows the use of a tobacco product in a positive light.”

• Brand new section on Gambling (page 73) New Code rules include that; “All advertisements for gambling services or products shall contain a message to encourage responsible gambling and shall direct people to a source of information about gambling and gambling responsibly.”

• New rules relating to Food Advertising (page 59) Completely updated Food section, bringing the ASAI Code into line with the EU Regulation concerning nutritional and health claims. The EU Regulation on nutrition and health claims is mandatory and seeks to protect consumers from misleading or false claims.

• New rules relating to Children’s Advertising (page 55) New Code rules include; “Except those for fresh fruit or fresh vegetables, marketing communications should not seem to encourage children to eat or drink a product only to take advantage of a promotional offer: the product should be offered on its merits, with the offer as an added incentive.”

• Health & Beauty section (page 79) The rules in this section are designed to ensure that marketing communications for medicines, medical devices, treatments, health-related products and beauty products receive the necessary high level of scrutiny.

• Environmental claims (page 99) The rules in this section are designed to ensure that marketing communications do not exaggerate the environmental benefits to consumers of products or services. Speaking at the launch, Alex White TD, Minister for Communications, Energy and Natural Resources, said: “Through its Code of Standards, the ASAI promotes best practice in advertising with the aim of serving the interests of the whole community. With the launch of the 7th edition of the Code, the ASAI seeks to champion these interests in an ever more interconnected and fast-paced age. I commend the Authority on the work it has done on updating the Code and wish it well in its future endeavours.”

Sean O’ Meara, Chairman of the ASAI, said:

“We live in a world of ever-changing communication innovations, channels, platforms and demands. In producing this new 7th edition of the ASAI Code, we undertook the widest and most transparent consultative process in our history. It is compatible with current Irish and EU legislation, matches the very best international standards, and demonstrates how the combination of Self-Regulation and Statutory Legislation can be used in the best interests of all concerned. To ensure that the Code will remain, at all times, credible and relevant, there will be regular inspection and appraisal of the Code with an on-going process of additions, amendments and strengthening, as required.”

Guy Parker, President of the European Advertising Standards Alliance, added:

“The ASAI is a vital member of the EASA, the single authoritative voice of advertising self-regulation in Europe and beyond. We believe that effective advertising self-regulation is a crucial tool in the European ‘Better Regulation’ toolbox. As one of Europe’s most effective advertising regulatory bodies, the ASAI have produced a Code following significant and broad public consultation which responds so well to the issues of today. I commend all those involved in its production.”

The ASAI accepts complaints from any person or body who considers that a marketing communication may be in breach of the Code.

To find out more or to view the new ASAI Code of Standards for Advertising and Marketing Communications in Ireland (7th edition), go to: www.asai.ie

FEPE: Interview with FEPE President Antonio Vincenti; "Innovation is our lifeblood"

How have the new decree n 1302 been received by you and the industry?

After much intense lobbying by us as well as others in the industry, this is the first decree to directly address the concerns of OOH in Lebanon, and as such Nouhad Machnouk, Lebanon’s Minister of Interior and Municipalities, has provided a positive base for us to move forward. Our medium is today extremely dynamic, and we are involved in the constant creation of innovations. The industry in Lebanon also encompasses very diverse capabilities amongst the players in the market. This is a decree that addresses most of these factors, and it largely removes the previous sense of insecurity that pervaded the industry.

They have addressed most, if not all, of the weaknesses of the previous decree. Now a legal framework, that is fair to everyone, protects us and the industry can, at last, look towards a stable future with real confidence.

Pikasso suffered a lot through the previous poorly implemented law. We lost more than 700 locations in the period around 2011. We hope to be able to rebuild most if not all of these, and have already reinstalled a significant number.

It is true there are areas that we wished to have been addressed in a different manner. For example, this decree did not go far enough to fulfill our ambition of having a fully advanced OOH sector. In Lebanon, there are more than sixty players in what is, essentially, a small market. The size of this market cannot cater to the volume of players. In the future we will lobby again, to ameliorate the elements we’d like to see improved.

What is the current state of the Lebanese market?

It is well known that 2014 was a bad year for us all due to a number of factors – the situation in Syria and Iraq not least amongst them. Multinationals here were not reaching their targets; so advertising budgets were amongst the first casualties. Also, we saw budgets in some markets diverted from outdoor to satellite. The Lebanese business community’s spirits were also dampened by a reduction in Arab-national visitors to the country.

The good news is that 2015 has seen a reversal in fortune. Collectively, we’ve picked ourselves up and dusted ourselves down, and this year we’re seeing growth of up to 3%. Compared to the other Levantine markets, Lebanon is well ahead on growth and projections. The feeling here is now positive amongst the key national advertising sectors. While it is being led by the FMCG sector, it is clear that banking, cars and retail are increasing their advertising spent. During 2014 many companies postponed the launch of new products – it was an unusual situation and once the feeling of normality returned, we knew the return of growth would follow.

Innovation is in Pikasso’s DNA. What’s currently exciting you on this front?

The headline here is the massive pace of development within our industry. During the past three years we have launched more new products than throughout our entire previous history. We are moving towards mass digitisation of the market, and have previously publically announced a target of 100 digital sites. Already we have 27 LED screens – from 12 square meters up to 112 square meters. By the end of the year we will reach 34 screens in Lebanon, in the other countries we have installed 13 large format LED. This is real, tangible and quantifiable rollout. The key to ongoing success though is that we are heavy investors. We are always looking at the long-term, and this is not something common in the region in this industry.

Last year, in cooperation with Blue Bite, we launched The Mobile Bridge. There’s an inescapable and increasing relationship between mobile and out-of-home. It’s becoming all about engagement and interaction.

Malls present a very favourable environment for the future of this engagement, and we now have one mall, Le Mall Dbayeh, which is already fully digital. We are upgrading CityMall, where we currently have only eight screens – we’ll add more, exclusively digital throughout the upgrade. All the new screens that we now install within a mall environment in Lebanon, Jordan and Algeria have a camera, together with a beacon or an Eddystone, and half will also be touch-screen enabled. In future, whenever a campaign is run, everything will be there to offer augmented reality, facial recognition and interactive messaging through touchscreens. Pikasso is the first in our markets to be doing this.

We’ve always been at the forefront of innovation. Innovation is our lifeblood. Today, such is the pace of change that we cannot stand still for a moment; otherwise we would be going backwards and quickly to a point where anyone who stagnates will get so far behind that they’ll never catch up.

Full article here

Spain: Record number of Passengers at Aena Airports

In August more than 24 million passengers passed through Spanish airports, where advertising is handled by CEMUSA Airports.

Last August was the best month in the history of Spanish airports, with more than 24 million passengers in transit, 4.7% more than in the same month of the previous year and a figure which sets a new all-time record. This also continues the upward trend shown over the last 22 consecutive months. All advertising in AENA airports on the Spanish mainland and Balearic Islands is managed by CEMUSA Airports.

Out of the 24,001,019 passengers who passed through AENA airports in August, 17.3 million travelled on international flights, an increase of 3.9% on the same month in the previous year, and 6.59 million travelled on domestic flights, showing 7% growth. Growth in the tourist sector is the catalyst for these significant rises in passengers and consolidates the upward trend which has been ongoing for the last two years now.

Adolfo Suarez Madrid-Barajas airport comes in first place for passenger numbers in August, with 4,550,487, 14% more than a year ago. Almost two-thirds, i.e. 3.35 million, travelled on international flights. Barcelona-El Prat ranks second, with 4,399,719 passengers, 3.7% more than the year before, setting a new monthly record. These are followed by Palma de Mallorca, with 3.77 million, up by 0.9%; Málaga-Costa del Sol, with 1.73 million and growth of 3.3%; and Ibiza, with 1.3 million, up by 2.3%. All of them have set new all-time records.

The growth in passengers at airports such as Santiago de Compostela-Labacolla, at 19.5%; Valencia-Manises, at 12.2%; Seville, at 9.3%; and Tenerife Norte, at 8.6%, is also significant.

During the first eight months of this year 140.1 million passengers have passed through Spanish airports, 5.2% more than in the same period of the previous year. Taken by airline, the IAG group (Vueling, Iberia, Iberia Express and British Airways) has carried the most passengers via Spanish airports in the year to date, with a total of 26.44 million, followed by Ryanair, with 20.44 million.

The audience for advertising in the airports, which is handled by CEMUSA Airports, has also, therefore, grown significantly as the absolute passenger numbers (140 million in the first 8 months of the year) must be increased by the millions of people passing through to collect or drop off people travelling.

CEMUSA Airports completed the replacement of all advertising media some months ago. This included installation of spectacular new digital screens in the terminals at the main airports, which greatly increase the options for all types of campaigns.

UK: Daktronics scores at the Rugby World Cup 2015

The Rugby World Cup 2015 will deliver a once-in-a-lifetime spectacle to fans across England and Wales. Thirteen of the UK’s most impressive stadiums all meeting international event standards have been selected as match venues with almost half of those exercising integrated LED video display systems designed, manufactured and installed by Daktronics.

Twickenham Stadium, the Home of England Rugby, stands as the host venue for the event with the prestigious moments such as the Rugby World Cup opening ceremony, the Semi-finals and the final match, amongst others, all playing out here.

Setting the highest standards for the rugby experience in London, Twickenham Stadium features four Daktronics LED video displays. Two large displays measuring 167 square metres and featuring a 13HD pixel layout are supported by a further two 8.82 square metre displays with 10 millimetre line spaced SMD LEDs. The screens can display one large image to highlight live video and instant replay, or divided into multiple sections for a variety of statistics, game information, graphics, animations and sponsor advertising.

The other match venues in London are England’s national football stadium, Wembley Stadium and The Stadium, Queen Elizabeth Olympic Park. These too deploy impressive visual solutions designed, manufactured and installed by Daktronics - the global market share leader in the large-scale display video industry.

The Stadium, Queen Elizabeth Olympic Park installed two large curved LED video displays in time for the Rugby World Cup, each measuring 8 metres high by 26.7 metres wide to provide a combined display space of more than 420 square metres with a 15HD pixel layout for excellent image clarity and contrast with wide viewing angles. Every stadium seat is ensured a great view of the displays, with their variable content zoning to show one large image or multiple separate zones.

Wembley Stadium’s display system includes two main video displays with the curved aspect unique to Daktronics, and a ribbon display circling the entire interior of the stadium along the seating area. The two main LED video displays each measure 8.15 metres high by 23.88 meters wide, providing a combined display space of 382 square metres with 15HD pixel layout. The 20mm resolution ribbon display measures 0.75 metres by 612 metres in circumference.

Wembley Stadium, however, starts to inform and entertain its customers and sports fans long before they enter the stadium. Three large LED video displays welcome fans as they arrive to walk up to the stadium entrance. The main screen, measuring 7.69 metres high by 59.56 metres wide is flanked by a further two displays each measuring 11.48 metres high by 19.96 metres wide.

Cardiff’s Millennium Stadium has also entrusted the efficiency, clarity and longevity of its installed display systems to market leader Daktronics. Two large LED video displays, one at either end of the playing pitch, measure 6.94metres high by 15.72 metres wide, providing 109 square metres of variable content zoned space.

Last but not least, Brighton Community Stadium is an architecturally pleasing venue where attention to detail was carried through to the end. It also boasts two LED displays with 15HD resolution. The displays located at both ends of the pitch provide a combined space total of 83 square metres.

Commenting on the impressive presence of Daktronics displays at the Rugby World Cup 2015, Daktronics Regional Manager Ewan Prentice, said “We are all very proud and thankful at Daktronics to all the stadiums for trusting and supporting Daktronics in what we do., I feel it speaks volumes of who we are and what we believe in. I’m very proud to have been involved in each installation, as every venue took on a new challenge. Each venue trusted Daktronics to help guide them through the process, focusing on embracing the very latest innovations in technology with the goal of enhancing the game day experience for all involved.”

Pictured left to right: Twickenham Stadium, Wembley Stadium, Brighton Community Stadium, The Stadium at Queen Elizabeth Olympic Park & Millennium Stadium

UK: DigiCom Appoints James Power as Sales Director

James Power, the London Sales Director of Imagine Publishing and formerly of JCDecaux, joins DigiCom OOH as Sales Director on 1st October.

Power will lead DigiCom’s advertising sales operations across their national 3250 strong digital screen roadside convenience and healthcare portfolios.

The appointment represents one in a series of senior appointments aimed at strengthening Tom Goddard’s digital out of home businesses. DigiCom’s entire digital roadside estate was upgraded earlier this year to larger format, full motion, HD screens. The business has also further developed its audience measurement credentials through partnerships with dunnhumby and HIM! Research.

Power has extensive experience in the OOH sector having previously held jobs within JCDecaux and Clear Channel. Most recently he relaunched JCDecaux’s StreetTalk as well as being instrumental in developing the sales strategy and driving business across the premium digital offerings of Premiere and The Platinum Collection.

Whilst working at Imagine Publishing, he also gained valuable experience in key areas of automated trading; successfully signing a number of programmatic partnerships that helped to deliver revenues across Imagine’s online portfolio.

Managing Director of DigiCom, Sarah Parkes commented: “James brings a solid understanding of successful and large scale digital roadside offerings and his experience in this area will be invaluable in driving our own national roadside networks. His most recent experience within Imagine Publishing also aligns with areas we are exploring with new trading efficiencies and automation models for out of home”.

UK: Going underground – what can the Tube tell us about the future of advertising?

By Glen Wilson, MD, Posterscope

For all the grumbling about the crowds, prices, temperatures, delays and the occasional crippling strike, Londoners have it pretty good with their public transport system. The services mostly run on time, are relatively reasonably priced and are certainly the easiest way to get around the city. The systems also run on a non-profit basis – all the revenues TfL produces are funnelled back into the network to improve the quality of service.

One of the most universal experiences of public transport in London is our exposure to advertising. TfL controls some of the most valuable and influential advertising inventory OOH networks in the world. Combined with the London Bus Shelter contract, the London Underground OOH contract represents 15 to 20 per cent of the UK’s total OOH market, collectively worth in excess of £1bn over the duration of the contracts.

The London Underground contract is one of the biggest of its kind in the world, and demonstrates not only the power TfL holds, but also a dynamic unique to the OOH sector. TfL is a landlord, which means that media owners must bid for the right to buy and sell ads on the network. The pitch process for the London Underground OOH contract recently opened, while the London bus shelter OOH contract has recently been awarded to JCDecaux, a change from the incumbent media owner, Clear Channel’s Adshel, for the first time in 30 years.

Full article here

UK: Nakd launch edible OOH campaign

Nakd, the wholefood snacking brand, launched their new “Find Your Fave” ad campaign featuring a large edible billboard as its centrepiece.

The campaign, created by Nakd’s retained media agency independent shop Total Media, OOH communications agency Posterscope, experiential agency psLIVE and creative agency Yolk, showcases Nakd’s range of wholefood alternative snacks and invites consumers to discover the world of Nakd for themselves.

Displaying 16 different Nakd varieties, people passing the billboard, located at Westfield Shepherd’s Bush, were encouraged to reach out and grab one of 16 different snacks to find their favourite N?kd healthy treat from the 7th to the 15th of September

Fiona Martins, account director at Total Media said: “We wanted to create a memorable and impactful campaign which captures the attention of our time-poor audience who are looking for a healthy, convenient snacking solution.

These hardworking consumers don’t want to be preached to and through the edible billboard execution, we’re able to provide them with the chance to explore the breadth of the fantastic product range, be part of the wholefood revolution and Find Your Fave. We’re incredibly excited to be a part of this journey with Nakd and help give their consumers something of value and welcome new fans into the world of Nakd!”

The 5mX2m billboard activity was amplified across social media using video activation and competition incentives using NBF’s social agency, MEC. Additional media activity supporting the Find Your Fave campaign includes press, underground and digital display, all planned and bought by Total Media.

Full article here


Canada: BroadSign International, LLC Appoints Chief Financial Officer to Strengthen and Grow Global DOOH Portfolio

Dana Tunks brings 30 years of financial experience to the organization.

BroadSign International, LLC has appointed a Chief Financial Officer (CFO) to oversee the continued growth of the company’s leading global digital signage software and solutions business.

Dana Tunks has served as CFO of several cloud-based technology companies, leading strategic planning, guiding mergers and acquisitions and raising capital. She also spent 23 years as a senior partner in audit and consulting with Ernst & Young LLP.

“BroadSign has been in serious expansion mode over the past two years,” said Burr Smith, Chairman, President and Chief Executive Officer at BroadSign.

“We are well capitalized, our employee count has almost doubled in size and a recent move has brought us to a new office that will accommodate this past and future growth.”

“The timing is right and we are confident that Dana’s skill set and culture fit are too,” continued Smith.

USA: Comark Corporation Launches CIVIQ Smartscapes

Comark Corporation Launches CIVIQ Smartscapes to Drive Innovation in Emerging Smart City Marketplace New company offers urbanites a communications destination for community services; devices are funded by advertising not taxes

At Smart Cities Week in Washington, Comark Corporation is launching CIVIQ Smartscapes LLC, a new company that designs and manufactures interactive “smart city” communications structures. The devices provide access to and enhance public information, commerce, safety and efficiency to create “smartscapes” – the future of intelligent urban infrastructure.

For more than 40 years, Comark has designed and built ruggedized display and computing systems such as safety control systems for high-rise office buildings and mission control systems for ships at sea. Over the past several years, opportunities in the smart cities marketplace have expanded dramatically as municipalities, city leaders and planners look to technology and data to solve urban growth challenges. Drawing on its deep expertise as a developer of robust public-facing hardware and extensive partnerships with best-in-class service providers, Comark created CIVIQ Smartscapes to specifically serve this emerging market.

The company and its partners create smartscapes – a cityscape transformed by the addition of networked communications devices. An always-on smartscape enriches the lives of a city’s residents, business owners and visitors by providing a wide range of social benefits and services, and fueling connection and commerce.

The types of benefits and services provided by smartscape structures vary depending on a city’s need, but could include free public Wi-Fi, wayfinding and emergency communications, for example. CIVIQ Smartscapes has also devised an innovative and scalable funding model by which cities worldwide can implement customized hardware solutions with up to 100 percent of the cost, from planning and manufacturing to installation and ongoing operation, covered by non-tax revenue streams.

With CIVIQ Smartscapes’ interactive communications devices, city planners and on-the-ground users get more than just a public Wi-Fi system – they get a streetside destination that is tailored with services based on each community’s specific needs. With the option of smart city sensors, small cells, and city-specific apps and data services, CIVIQ Smartscapes increases the overall functionality of urban landscapes and improves the lives of the people who use them.

Full story here

Argentina: Kinetic Expands Media Planning Model to Reach Connected Travelers

Samsung's Life-Saving Truck Screens Take Top Honors at Adweek's Isaac Awards A project to prevent deaths on Argentina's narrow roads

Jumping behind the wheel in Argentina can sometimes be a dangerous experience. Because the country is striped with narrow two-lane roads, cars often pull into oncoming traffic hoping to overtake slower-moving trucks. This risky maneuver contributes to a shocking statistic: In Argentina, traffic accidents kill one person every hour.

Faced with this alarming reality, Samsung and its agency Leo Burnett Argentina set out on a bold mission to curtail the number of traffic-related deaths caused on those dangerous roads. Fusing Samsung's technology with Leo Burnett's creative prowess, the duo landed on Samsung trucks as the perfect vehicle, so to speak, for a campaign that had the potential to save lives as it showcased cutting-edge technology.

The resulting idea, heralded at the Cannes Lions as one of the world's top creative efforts, has now also received the Gravity Award, the top honor in Adweek's Project Isaac Awards honoring creative invention.

The agency's initial concept revolved around transforming the byways themselves. The idea was simple: Turn two-lane roads into four-lane highways where overtaking is significantly safer. But clearly, an undertaking of that size was a bit more than the agency and client could afford. So Fernando Bellotti, president and regional chief creative officer of Leo Burnett Argentina, and his team shifted gears to make the roads safer for drivers in Argentina and—hopefully one day—the rest of the world.

"Instead of focusing on solving the problem from an infrastructure point of view, we tried to focus on the [Samsung] trucks," says Bellotti. "We used technology that was already there in a very innovative way. This idea not only changes people's lives, it saves them."

With support from Leo Burnett Chicago and a green light from worldwide chief creative officer Mark Tutssel, the Argentina shop arranged to install a wireless camera on the fronts of the brand's trucks and mount four Samsung outdoor monitors on the back. Now, when stuck behind a truck on a two-laner, the driver would have a clear view of traffic approaching from the opposite direction, making a driver's decision to overtake another vehicle smoother and safer.



Nigeria: Adedoyin: "LASSA’s Fees are Draconian"

Newly elected President of Outdoor Advertising Association of Nigeria, Mr. Babatunde Idowu Adedoyin, in this interview with Kasie Abone, says if nothing urgent is done to save the industry from the arbitrary rates charged by the Lagos State Signage and Advertisement Agency, the outdoor business will go into extinction.


Your election as OAAN President It has been a long process.

I had been a member of OAAN for close to 20 years and I have been a member of exco for over 16 years. I have served various committees. I have always been serving not with the intention of becoming the president but out of love for the industry.

In the course of that I have travelled far and near representing OAAN at various functions and meetings. When I decided to run for the presidency most of my colleagues outside Lagos were very supportive because we have interacted, I have gone to various stations to solve problems on their behalf. Each time I went I tried to encourage them to put one or two things in place that will help them.

And it paid off on the Election Day. I did not campaign seriously. For me it was a service to the association and I shouldn’t be jumping up and down because I want to be president. Yes, I did a few SMS and I did a few mails to the members. But apart from that I was very calm; whoever won I will support. And here we are today; the election was successful.

Not so much left to be done as the turbulent years in outdoor business is over

Maybe because you are not an outdoor practitioner that is why you think all is well. As I speak to you today and I want to challenge you if you drive round Lagos try and look at all the billboards we have, I can conveniently tell you that 70 or 65 percent of our boards are vacant. We have a serious issue of rates at hand. We have been trying to talk to government to see reasons why these draconian rates should be brought down.

We have lost 60 percent of our small and medium industry because our medium is very expensive. In the past outdoor used to be the cheapest medium and it is for everybody; whether you are a dress maker, barbing salon, small cottage industry. But since 2007 when LASSA came the story has changed; when you look at the effect on our business, on employment and even taxation; because if all those people are in business and they can advertise their products and make more money, for us there will be more board, more income and more revenue for government.

Full article here

Nigeria: PDP had most ad billboards in 2014, says TMKG

The Peoples Democratic Party (PDP) had the highest number of billboards in Nigeria last year, a report by TMKG Consulting, a media audit firm, has said.

Also, the telecoms industry was the most active sector with beer billboards as the second most active category.

In its latest yearly report, the firm said unsold inventory increased by 57 per cent while Digital Out of Home Hoardings (OOH) display grew by 22 per cent.

“These are some of the findings in the latest out of home media audit. PDP has the most billboards in Nigeria in 2014. Telecoms category is the most active sector using billboards, while Beer is the second most active category. Unsold inventory increased by 57 per cent while Digital OOH display grew by 22 per cent. These are some of the findings in TMKG Consulting’s latest out of home media audit,” stated TMKG

TMKG Consulting, Nigeria’s leading OOH and BTL audit and performance evaluation agency, conducts field work in the country. It audits all the billboards, recording key advertiser, site and media owner information.

Titled: “Outsight!”, the Chief Executive Oficer(CEO), TMKG, Chike Oputa, said the report covers over 150 cities/towns.

He said: “The report follows our comprehensive census of all displays in the country, numbering over 11,000, excluding indoor panels but covering over 50 OOH formats on road side, rooftops, walls and at the airports, including 105 product categories and 1000 brands with over 50,000 photos taken.”

In the report, OOH media spend in Nigeria last year was N30.66 billion, representing seven percent increase from 2013 figures.

The telecom category, long reputed for its big budget, topping ad spend on the medium followed by the beer, government/political, bank and carbonated soft drinks categories.

Total category expenditure for the telecom brands was in excess of N6 billion. Among the brands, telecom advertisers also dominated investment on OOH with Glo emerging the biggest spender. The top five brands also included, Airtel, MTN, Etisalat and Star brand.

In terms of spend by market, the report stated that Lagos as a commercial nerve still remains the city of choice for outdoor media investment accounting for about 50 per cent of total outdoor investment.

Lagos along with Ibadan (in the southwest), Abuja, Port Harcourt (the oil rich city by the coastal south) and Aba (the market city in the east) were reported as the top five cities with the most number of outdoor media displays.

With over 120 media owners in the sector, New Crystal Communications, Invent Media, Marketing+Media, Optimum Exposures, Afromedia and Rocana are among the top media owners by revenue.

There appears to be a glut in the market with over a quarter of total Outdoor hoarding in the market unsold.



Australia: Digital signage integrates Instagram for Sydney arts festival

A new digital signage product from an Australian firm delivered more than 2,000 Instagram images to the digital signage screen in The Living Mall in Sydney's Central Park during the Beams Arts Festival on Sept. 19, according to an announcement from OFA Marketing Production.

The new digital signage product was doohfa, a Web-based product developed by Australia's OFA designed to provide off-the-shelf dynamic content for digital out-of-home networks. The cloud-based platform was used to curate 371 unique Instagram images of the 478 submitted in the Beams Arts Festival Instagram Competition on the night, and integrate them immediately for display on the digital signage screen in The Living Mall.

"There were nearly 500 Instagram posts with the competition hashtag during the five-hour event – well over one post a minute," said Neice Waddington, OFA's operations director, in the announcement.

"We used doohfa to curate over 77 percent for immediate display on The Living Wall. The imagery looked fantastic on the 15-meter digital screen. And it was so interesting to see the festival represented from the perspective of festivalgoers, within minutes of the festival unfolding." Doohfa was developed to provide DOOH networks a simple way to deliver the benefits of social media integration to their clients, and leverage other advantages of digital display networks, the company said.

Full story here

Australia: Adshel Becomes Exclusive Outdoor Ad Partner For Helloworld In New Partnership

Out-of-home media company Adshel, media and communications agency OMD and integrated travel group helloworld have announced a long-term partnership which will see Adshel become the exclusive out-of-home advertising partner for the travel company.

Over the next 12 months, helloworld will be promoting its key brand initiatives utilising Adshel’s world-class out-of-home digital network. The partnership will see helloworld appear on:

  • Adshel’s Sydney Trains network of digital display and interactive digital screens. 
  • The Adshel Live national digital street furniture network which provides the ability of dynamic content and contextual relevance at scale; 
  • Adshel Connect leveraging mobile devices to enhance consumer engagement.

To kick off the partnership, next week, helloworld will be utilising the Adshel out-of-home units to launch and raise awareness of the brands upcoming #helloworldRELAY. Taking place on September 27 World Tourism Day, the #helloworldRELAY is a world first Instagram relay, curating user generated content and using influential Instagrammers to showcase some of the worlds must travel destinations and experiences.

Helloworld’s chief marketing officer Kim Portrate said: “Out-of-home is the perfect medium for us to connect with Australians out and about, and Adshel was the clear leader offering us an innovative platform to kick off our user generated #helloworldRELAY initiative with engaging solutions."

Adshel’s group sales and marketing director, David Roddick said: “The out-of-home advertising market is growing in importance as brands realise the effectiveness of the medium and its ability to engage with customers.

“We are looking forward to the opportunity to work closely with helloworld and together utilise Adshel’s scalable network bolstered with the latest digital technology in out-of-home; in a way that has the ability to be dynamic and deliver at scale across all of Australia.”

OMD’s managing director, Aimee Buchanan said: “We are very excited about bringing helloworld, one of the travel industry’s most innovative and ambitious companies, together with Adshel, one of the out-of-home industry’s most forward thinking companies. This combination has enabled us to craft a partnership that breaks new ground, engages consumers and brings the best of the world to Australians.”

Helloworld’s youth marketing agency FUSE and its consumer PR agency HolySmoke have worked closely with all partners during the #helloworldRELAY Adshel campaign amplifying the travel company’s communications messages to market.



Singapore: JCDecaux wins Shaw Theatres ad contract in Singapore

JCDecaux Singapore has won the exclusive media partnership for SHAW Theatres.

For more than a decade, JCDecaux has been the exclusive media partner of CATHAY, FILMGARDE and WE Cinema Operators in Singapore, a city with one of the world’s highest number of movie attendants per capita per year. Further strengthening its cinema advertising network to deliver increased reach and coverage to advertisers, the new partnership grants JCDecaux the exclusive rights to manage the on-screen advertising for SHAW Theatres around the island, including their new 9th Cineplex located at Punggol Waterway Point opening early 2016, in addition to media spaces at Shaw House.

With the addition of SHAW Theatres, the JCDecaux Cinema Network is now the largest & leading in-theatre advertising network in Singapore totaling 19 cineplexes and 149 screens (with current capacity of 23,011 seats).

“We are delighted to have been chosen by Shaw Theatres as their exclusive media partner. JCDecaux has a long history and deep experience in the cinema advertising industry in Singapore. Our new partnership with Shaw Theatres will deliver a superior cinema advertising product for advertisers in addition to a greatly enhanced audience.” said Mr. Ashley Stewart, Managing Director, JCDecaux Singapore.

“Shaw Theatres is pleased to work with JCDecaux as our exclusive media advertising partner. JCDecaux is responsive, open to changes and innovation in the cinema landscape, which is in line with Shaw Theatres’ mission. We are always looking to improve our Customer’s experience with best in class technology and experiences with partners such as IMAX and JCDecaux.” said Mr. Mark Shaw, Executive Vice President, Shaw Organization.