EUROPE NEWS

UK: Primesight wins BT outdoor ad contract with free wi-fi in phone boxes

Primesight has won the outdoor contract for BT's phone boxes from JCDecaux in a deal that will mean consumers get free wi-fi and calls from upgraded phone kiosks. Primesight has teamed up with Intersection, the digital company backed by Google owner Alphabet, that already manages a similar scheme in New York City, called LinkNYC, where outdoor ads fund the cost of free wi-fi and calls for consumers.

The BT scheme will be called LinkUK and is a joint venture between Primesight and Intersection. It will launch in London with a view to being rolled out in other UK cities.

Ukraine: OUTHUB.ONLINE: new reality for planning and buying out-of-home advertising

Ukrainian outdoor media owner Prime Group has launched commercial operation of the online platform for planning and buying of out-of-home advertising OUTHUB.ONLINE.

This fact came to be known on October 6 during the 4th Kyiv International Out-Of-Home Forum. The new platform enables owners of out-of-home inventory to make sales automatic and to develop business in the intellectual ERP-system.

The OUTHUB.ONLINE environment brings together out-of-home media owners, advertising agencies and advertisers interested in promotion of their brands, goods and services. Currently, OUTHUB.ONLINE enables users to buy 20 thousand advertising spaces. The number of platform partners is constantly on the rise.

Key features of OUTHUB.ONLINE:

• ERP-system developed specifically for out-of-home advertising (management of all business processes in one window); • round-the-clock operation 7 days a week

• campaign planning on the basis of metrics and geography

• access to the platform through the web-browser from any device

• instantaneous calculation of the advertising campaign costs

• online document flow

• targeted program shaping depending on the budget

• online detection of the campaign placement process

• offline sales automation

• different levels of access and the possibility to demark the user account functionality

Natalia Reznik De Pirro, head of OUTHUB.ONLINE, speaks about the advantages of the platform for different categories of users:

"What can OUTHUB.ONLINE give advertising holdings and agencies? Transparency. Saved time and resources. One partner, one account, one contract, one warehouse, uniform standards. Photo reports and instantaneous photo statuses after posting. Already now OUTHUB.ONLINE offers 97 cities of Ukraine along with the possibility of instantaneous buying of almost half of the whole visible out-of-home advertising market."

UK: Alan Brydon to join 8 Outdoor

Alan Brydon, previously Chief Executive of Outsmart, is to join 8 Outdoor, the Digital Out of Home (DOOH) advertising business, as Non-Executive Board Director with immediate effect. 8 Outdoor is the UK’s fastest growing Out of Home media owner, with over 30 digital screens live across five cities. Alan’s appointment coincides with the next phase of 8 Outdoor’s expansion into new formats and cities across the UK.

“The business is focused on delivering outstanding solutions to advertisers, by growing an unrivalled network of roadside, large format digital screens. This will include a massive expansion throughout the UK in 2017, ensuring cost effective routes to a quality audience,” says Cennydd Roberts, CEO of 8 Outdoor.

“I am delighted to have a person of Alan’s calibre joining us at 8 Outdoor at such an exciting time for our business. He brings with him 25 years of media experience and commercial knowledge, which will ensure that whilst the company is embarking on this rapid digital expansion programme, we are continuing to challenge ourselves to be industry innovators.”

Alan Brydon, comments:

“I am delighted to be joining what is already a great team at 8 Outdoor at such an exciting time for the company. The Out of Home industry is in its most exciting time ever, and 8 Outdoor are brilliantly well placed to become the leading company in the digital roadside sector.”

UK: JCDecaux announces launch of 4K screens, yet stands by its billboard inventory as rivals ditch theirs

Out of home agency JCDecaux is showing no signs of retiring its traditional billboard offering, bucking the trend set by the likes of Clear Channel of aspiring toward a digital-only inventory.

The group announced it will be bringing 4K screens to the UK in 2017 at Wednesday’s (18 October) IAB Digital Upfronts, promising high definition OOH advertising initially on its six-sheets and within the mall environment.

The company also announced further investment into its digital offering through a partnership with Telefonica, which will see integration of audience behaviour data from 20 million users at 125 geo-fenced locations.

USA: Autonomous Cars – Get Your Game Face on for Change

Myron Laible OAAA Vice President State, Local, and Regulatory Affairs

We are bombarded daily by predictions about lifestyle changes fueled by cultural shifts, demographic patterns, and emerging technologies. Speculation about and preparing for autonomous vehicles is one of these changes that has the potential to greatly impact the OOH advertising industry.

To learn more about this complex change, OAAA commissioned outside experts to explain this potential innovation and how it might impact OOH advertising. Inside the industry, a new OAAA task force seeks to identify risks and opportunities. Earlier this month, two state association meetings featured speakers discussing future trends, with an emphasis on autonomous vehicle (AV) technology, i.e., driverless cars.

Canada: BroadSign International Hires Vice President, Programmatic Sales Operations

BroadSign International, LLC, provider of the most widely used digital out-of-home content management system, has hired Vince Banks as Vice President, Programmatic Sales Operations.

BroadSign’s automated and cloud-based CMS has long delivered efficiencies to the scheduling and traffic departments of the world’s largest DOOH media owners.

Banks joins the team as the ad tech company’s efforts extend to the automation of media transactions, which will benefit the sales departments of DOOH publishers as well as media buyers at brands and agencies.

Mexico: Uber Is Putting Ads on Drones and Having Them Taunt Drivers Stuck in Traffic

As if being in a traffic jam weren't annoying enough

Uber is doing huge business in Mexico City, to the point where they feel comfortable using drones to taunt people who aren't using their service yet.

A recent ad stunt for UberPOOL saw the company fly drones over gridlocked traffic.

The drones carried signs saying things like "Driving by yourself?" and "This is why you can never see the volcanoes." That last one only makes sense if you know how polluted Mexico City is.

USA: Advertising Proposal Aims To Be The Most “Instagrammable Billboard In The World”

The Belltower in Los Angeles would allow video advertising and live event streaming, and include a pedestrian plaza for visitors New York’s Times Square is the archetypal image of contemporary advertising.

Though it was conceived prior to the monolithic presence of social media, Times Square’s pedestrian plazas and colossal, digitized billboards compel millions of visitors to snap photos of their visit.

Arguably part of the reason Times Square has achieved such an elite status in pop culture is the genius of its layout, which encourages an interactive relationship between the advertisement and its viewer.

USA: Scott Fiaschetti Joins Geopath Inc. as SVP, Strategy & Development

Geopath Inc., the not-for-profit organization that generates audience location measurement on behalf of the out of home advertising industry, is pleased to announce that Scott Fiaschetti has joined the team as SVP, Strategy and Development. Geopath, formerly known as the Traffic Audit Bureau for Media Measurement, rebranded on September 19th, with a new focus on "Powering a smarter OOH marketplace."

In this newly created role, Scott is responsible for leading the communication of Geopath's rebrand, fueling adoption of the organization's offerings, and guiding outreach for existing and future measurement methodologies.

USA: What Media Planners Can Do About Dramatically Shifting Video Viewing Habits

On-the-move consumers are taking impressions with them

By Barry Frey

For advertisers, consumers have become a moving target. Literally. Our society is more mobile, active and urban than ever before. Higher skilled workers are moving to urban areas, as are many corporations like GE, McDonald's, Google and Facebook.

Consumers now spend 70 percent of their time out of their homes, according to Kinetic USA. Millennials are dining out more often than their parents ever did, and the Internet of Things lets us stay connected to home and media from anywhere.

USA: JCDecaux Honors Daktronics With Quality Supplier Award

JCDecaux recently presented awards to honor corporate partners from the previous year. Daktronics received the 2015 Quality Supplier Award for providing high-quality LED video display products. The award was presented to Daktronics on September 14 in London.

"It is an extreme honor to receive this award from our extraordinary partner, JCDecaux," said Mike Charles, Daktronics global account manager. "We've worked with them on many successful projects over the years and look forward to providing them with high-quality, trusted products for years to come."

Australia: Digital out of home worth the premium but agencies are ballsing it up

Out-of-home in Australia has enjoyed a stellar few years of growth, with figures from the OMA indicating outdoor audiences have grown by +20% over the last six years. The success has been mainly driven by a huge investment into digital infrastructure but also supported by a widely accepted measurement system in MOVE: it also helps that as a nation we are blessed by being able to spend so much time outdoors.

SMI tells us that the OOH revenues grew by +20% year-on-year in 2015 ($765m) and year-to-date is showing more impressive growth of +11% (that’s an additional $50m into the channel this year).

Australia: The changing face of alcohol advertising

Few images conjure up the iconic Australian lifestyle like friends gathered for a barbeque enjoying a drink or two, but our once-famous obsession with beer and booze is on the wane.

New research shows that consumption of alcohol per capita has tumbled to a 50-year low and ad spend is drying up in TV and print as alcohol brands push dollars into outdoor and digital, AdNews can reveal. IBISWorld market research has forecast alcohol consumption per capita will drop by 0.8% to 9.37 litres in 2016-17, down from 10.57 litres in 1990-91, and forecast to fall to 8.54 litres per capita by 2023-24.

Australia: Frucor's out of home dick pic causes social stir

Penetrating the right audience at the right time may be a hard one for the humble static out of home billboard, but OMD Sydney and Frucor have certainly scored this time.

Frucor-owned sports drink brand Maximus has risen to the occasion by letting its media agency stick its “size does matter”, “go big one litre” billboard on none-other than Dick Street. Smutty-minded coincidence lovers rejoice.

Singapore: AirAsia OOH campaign puts commuters in Mauritius

AirAsia has launched a digital and OOH campaign to highlight its new route to Mauritius in Singapore. Using Clear Channel Play, the campaign lets commuters insert themselves into scenes from the destination and snap and share images.

Using a branded hashtag (#TravelGr8toMauritius) coupled with an attractive prize (flights to Mauritius), it encourages commuters to engage and create content. The effort also includes outreach via print, radio, digital and social media channels.

FEPE Out of Home News 27th Oct 2016