FEPE Out of Home News 1st Sept 2016

FEPE Out of Home News 1st Sept 2016



UK: What’s Next for Outsmart?

Turbulent Times at Outsmart Raise a Number of Questions for the UK Out-of-Home Media Sector

By Charlie Hugill, CHMedia Associates Ltd. Along with his independent OOH media consultancy business, Charlie Hugill runs Airport Partners International (API), a London-based representative network for independent airport advertising companies worldwide.

It has taken just over 18 months for the UK out-of-home industry’s trade body to go from its previous, albeit modest, incarnation as the Outdoor Media Centre (OMC), to re-brand as Outsmart—involving an extensive strategic review of the sector and considerable investment in additional staff and overhead—only to come almost full circle back to its original reduced size and shape.

The sequence of events that led to this has been bookended by JCDecaux’s decision to leave the OMC at the beginning of 2015, and the recent news that they have joined the Internet Advertising Bureau (IAB) in July 2016. It remains to be seen if a stripped-down version of Outsmart will attract JCDecaux back into the fold. Stranger things have happened, and while not necessarily causal, JCDecaux’s part in this has not been without impact.

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UK: Clear Channel International taps Cadi Jones for new commercial innovation director role to lead programmatic strategy

Clear Channel International (CCI) has appointed Cadi Jones to its newly created title of commercial innovation director.

She is tasked with handling CCI’s global programmatic advertising strategy and the development of its digital expansion in the role, drawing from her experience at the Pangaea Alliance as global sales director and Yahoo as audience and programmatic director Northern Europe.

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UK: Butterkist invests £1m in TV and outdoor advertising campaign

Popcorn brand Butterkist has revealed plans to invest £1 million in television advertising and a London-centric out-of-home campaign as it seeks to drive further sales for retailers.

The TV advert will focus on the brand’s two hero sharing bags – toffee and cinema sweet – and will run from 5–18 September and again from 26 September–9 October. It will be aired during the intervals of primetime TV shows on a range of highly popular platforms, Butterkist said.

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Belgium: SNCB ordered to dismantle all advertising in the metro stations

Court rules against irregular allocation of advertising space

L'Echo and De Tijd reported on Wednesday (31 August) that Brussels Court of Appeal has ordered SNCB to dismantle nearly 1,700 advertising panels, or 10,000 square meters of advertising, following an appeal by JC Decaux, an outdoor advertising company. The company complained that advertising space in the metro had been allocated in an irregular way.

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UK: Large DooH retail roll out at up to 500 ASDA stores

The first of hundreds of 70-inch screens for DooH retail advertising were rolled out recently by British supermarket chain Asda as part of a huge digitalisation project. The winner of the tender is an experienced advertising specialist.

A few weeks ago, a new large Digital Out-of-Home roll out got underway with British retailer ASDA as part of a major digitalisation effort, with media provider Clear Channel UK picking up the tender.

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Ireland: Irish OOH market now worth €54m

The growth in Out of Home (OOH) Advertising continues according to Kinetic Ireland, the OOH media agency, with the market showing an 8% increase for the first half 2016 compared to the same period last year.

Overall expenditure for Out of Home was approximately €54 million across large format billboards, 6 sheets, digital OOH formats, transport and targeted media.

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USA: PQ Media Releases New OOH Media Forecast

PQ Media has released the new US Digital Out-of-Home Media Forecast 2016, the 9th installment in their Global Digital Out-of-Home Media Series.

According to the new US Digital-Out-of-Home Media Forecast 2016, DOOH media operators rebounded strongly in 2015, posting the industry's highest growth rate since the Great Recession. Following a weak performance in 2014, DOOH operators bounced back to notch an 11% revenue gain in 2015, reaching $2.71 billion.

Meanwhile, consumer DOOH exposure time grew 4% to 51 minutes per week in 2015, continuing an upward trend that places DOOH among the fastest-growing segments of the broader media industry.

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USA: Are Smart Cities Creating Smarter Advertising?

Smart cities are the talk of the town - literally. In New York City, LinkNYC is bringing free public Wi-Fi to millions of New Yorkers and visitors. Chief Strategy Officer at Intersection, Dave Etherington, and Head of Innovation at Kinetic Worldwide, Marley Kaplan, discuss how LinkNYC posts are bridging the physical and digital worlds for advertisers.

Read more and watch the video

Brazil: Posterscope Brazil win a Project Isaac Award for Zika billboard

Posterscope Brazil has won the out of home media award for their “The Mosquito Killer Billboard” at the Project Isaac Awards.

A killer out-of-home initiative that destroyed thousands of potentially harmful mosquitoes while building significant public-awareness buzz in the war against the Zika virus. A few months ago, staffers at Dentsu Aegis shops Posterscope and NBS grew increasingly concerned that governments “were not doing much to fight the mosquitoes” that carry the virus, says Otto Frossard, strategy director at Posterscope Brazil.

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Australia: oOh! Media adds art to portfolio in new Fostered partnership

oOh! Media has expanded its platform with a new partnership adding giant art murals to its offer in a deal with creative collective Fostered.

The partnership between Fostered and oOh! Media’s experiential agency oOh! Edge will offer the ‘live art’ installations under the project name ‘Wall’.

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Australia: Outdoor booze ads banned in SA, industry fights back

The alcohol and outdoor industries are challenging the latest ruling out of South Australia to ban all advertising of beer, wine and spirits on the sides of buses, trains or trams.

Speaking with AdNews, Outdoor Media Association CEO Charmaine Moldrich says if this ban fully goes ahead, it is a concern to the whole advertising industry.

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Australia: QMS reports profits following digital roll-out

QMS Media has announced an uptick in revenue of 88% driven by the roll-out of digital billboards. The company reported revenue of $111.8 million up from pro forma FY15 results of $59.6m.

Underlying earnings before interest, taxes, depreciation and amortisation (EBITDA) increased to $26.8m from $4.7m in the prior corresponding period.

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Australia: Outdoor success raises digit to death claims

By Mark Ritson

By now you will have heard the narrative that most marketers are being sold. So-called “traditional media” like print, TV and outdoor is in a death spiral. Newer digital media in the form of Google, Facebook and the rest of the social diaspora are replacing them at breakneck speed. But it’s not that simple.

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Tunisia: Pikasso buys controlling shares of MIP for further outdoor reach in Tunisia

Yellow Spirit, the holding company of outdoor advertising provider Pikasso, and its Tunisian subsidiary, Lawhat Tunisie, have acquired a combined 66.36 percent stake in Maghreb International Publicité (MIP).

Bourse de Tunis, the Tunisian stock exchange, said that the acquired stake consists of nearly 2.92 million shares that were sold by former shareholders, Hédi and Mehdi Cheriha, for one Tunisian dinar a share.

This brings the overall value of the deal to $1.32 million. “A take-over bid under the control of the [Tunisian] Financial Market Council (FMC) will be announced in the weeks to come regarding the remaining shares,” Yellow Spirit said in a statement.

According to the Bourse, the stake acquired by Yellow Spirit and that of Lawhat Tunisie is 38.65 percent and 27.71 percent respectively. MIP, which was founded in 2004, is engaged in outdoor advertising activities in Tunisia and Mali.

The acquisition will bolster Pikasso’s position in North Africa, and MIP will be a good platform to reach agencies and advertisers in Tunisia and Mali, said Antonio Vincenti, Chairman and CEO of Yellow Spirit and Pikasso.

Maher Ben Salem, MIP’s new General Manager, said that they plan to restructure their activities and related companies. Pikasso, which was founded in 1986, is also present in Jordan, Iraq, and Algeria.



India: Rainwater-harvesting billboards offer lifeline to India's drought-hit farmers

Vodafone’s billboards store up to 2,000 litres of water and are fitted with sensors to alert collection teams who transport the rainwater to rural farmers

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Malaysia: OOH technology wins big at the Spark Awards Asia

Moving Walls was recognized for its out of home media innovation as the company bagged five awards at the Spark Awards for Media Excellence 2016.

The Spark Awards is the region’s main platform for media owners and solution providers in every vertical to showcase their innovation, effectiveness, and value proposition to advertisers, agencies and clients.

Moving Walls finished as the highest ranked out of home media company at an event that featured media heavyweights such as the BBC, Mediacorp, CNBC International, Spotify, and Twitter among others. The company was also 2015’s second-highest ranked media group in the region with six awards.


India: Kinetic India creates OOH solutions to welcome Ford Mustang in India

Kinetic India has created innovative OOH campaign to introduce Ford Mustang in India.

To capture imagination and create intrigue the audience ahead of the car’s introduction, Kinetic worked on creating an immersive, sensory experience at two of the country’s busiest airports - Delhi and Mumbai.

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