FEPE NEWS

Global: 2017 – A smarter and more creative outlook for OOH, as digital comes of age

Out of Home in 2017 will seek to extend the creative boundaries that significant investment in screens has afforded the industry, allowing smarter brands to capitalise on video and content assets, whilst navigating the certainties and uncertainties around Brexit.

Digital OOH will continue to grow, likely around +15% to over 40% of Out of Home revenues, but the year will see fewer landmark contract announcements and more of a bedding in of key transformations (Adshel Live across the UK and London, JCDecaux’s 6 sheet London contract, some landmark sites in London for Ocean and Outdoor Plus, growth in major cities from Ocean, Storm and Forrest, and a regional D48 expansion from Primesight, Clear Channel and 8 Outdoor).

UK: UK adspend posts a record 5.2% growth in first half of 2016; DOOH up 28.9%

The UK’s authoritative advertising statistics, released today by the Advertising Association/Warc, show that UK advertising expenditure posted 5.2% growth in H1 2016 despite economic uncertainty before the EU referendum.

The growth rate was 0.4 percentage points ahead of forecast, with adspend reaching a record £9,999m in total for the first six months of the year. Out of home (OOH) adspend increased almost four points ahead of forecast to £273m in Q2; +9.6% YOY. This was driven by 30.5% growth in the digital out of home market.

UK: Forrest Group Dominate Salamander Street Edinburgh

Forrest have again gone with Daktronics and their Blue Series (10mm). The screen looks stunning and is built to their standard 50sq.m landscape format (10m w by 5m deep).

The new display is operating on a standard 1 in 6 loop of static digital images and delivers over 200,000 fortnightly impacts.

Positioned on the drivers’ side (left) of the A199 Salamander Street facing all south and eastbound traffic heading towards the A1 Motorway and set within Edinburgh’s ‘Motor City’ with a dozen main dealerships in close proximity.

The sheer size and orientation of the new screen on such a major route means it ticks all the boxes for advertisers.

Forrest now operate 20 Giant Roadside Digital Screens; 4 in Scotland’s Capital city and this latest addition complements our City Centre screen on Leith Walk as well as the two full motion screens in Seafield Rd and Western Approach, Murrayfield.

France: BroadSign International, LLC Selected by IMEDIACENTER for Digital Signage in Leading French Retailer, Auchan Group

BroadSign International has been selected by IMEDIACENTER to power the digital signage component of its multi-channel advertising strategy in retail. Starting in June 2016, IMEDIACENTER began deploying 55” – 75” LCD displays in Auchan hypermarket entrances, central store aisles and main shopping mall corridors.

As the network rolls out, Auchan Drive locations will place outdoor displays where customers load their car with purchases. The installation of 3,500 displays total is targeted to conclude by the end of 2018.

Ireland: OOH on Track for Good Growth in 2016 Says PML

Although Q3 of 2016 turned out to be a disappointment, Out of Home’s (OOH) recent impressive performance has resulted in a 7% growth rate so far in 2016, according to OOH agency PML Group. The specialist Outdoor company has just produced its third quarterly market review for the current year. The report indicates that a flat Q3 was more than off-set by a vibrant first half of 2016.

UK: JCDecaux Airports launch Dynamic Gateway Digital

JCDecaux Airport has launched an innovative dynamic digital campaign across the Heathrow gateroom DAPs network to provide passengers with useful destination based information. The dynamic content displays the weather, temperature and time at the flight’s end destination and is triggered to begin running as individual gaterooms are declared open, ensuring the right passengers see content tailored to their destination.

UK: Is the traditional billboard facing terminal decline?

Clear Channel has sparked fears for the future of the classic billboard after telling landlords that it would not pay its fourth-quarter rent. The outdoor giant claimed in a letter to landlords that the value of roadside billboards has been "materially reduced" because the rent now "exceeds" the advertising income they can generate. Clear Channel indicated that some traditional, analogue poster sites may have to be decommissioned if they are no longer economic as advertisers shift their money into digital screens.

UK: Senior Leadership Team Signifies New Chapter for Concept

Birmingham-based Concept Sign & Display has announced the creation of a senior leadership team to bolster the organisation’s growth plans.

The leadership team will see Sean Morrough, managing director, David Neale, director, and Jason Jeynes, construction director, joined by Sam Cooper, recently promoted to commercial director, and newly appointed Paul Midwood, business development director, at the helm of the growing business.

Sean Morrough, said: “The appointment of the leadership team signifies the next chapter for Concept as we continue to grow the company and develop further innovative solutions for our clients. Our aim is to increase turnover to £15m over the next three years – and with our highly skilled senior leadership team firmly in place we are on track to meet our objectives.”

David Neale, said: “Becoming Concept Group further signifies the start of a new chapter for Concept. Digital out of home (OOH) advertising revenues are growing at 15% per annum and are predicted to overtake traditional revenues by 2020 as the industry embraces the interactive, flexible two way interactions afforded by digital*. Our industry is developing at an incredible rate and this is a truly exciting time as we see Concept leading the way as OOH advertising comes to the fore.”

Seasoned corporate identity and solutions specialist, Paul Midwood joins the senior team as business development director. As Concept begins the next phase of growth, Paul will be instrumental in developing new strategic partnerships across Europe, the Middle East and Africa.

Concept, which now has a 24-strong team, has grown rapidly in recent years with its employees increasing by a third in the last year alone. It has recruited strategically to allow longstanding team members to gravitate towards roles in which they can flourish.

Switzerland: APG|SGA launches new digital product in Switzerland: 64 Escalator ePanels along five escalators

Switzerland’s leading Out of Home advertising company will reach a new digital milestone on 2 January 2017: APGISGA is installing a total of 64 Escalator ePanels on five busy escalators at the heart of Zurich’s main station. The 32” screens are mounted in a sequence – two escalators each have 16 or 12 screens and one escalator has 8 screens. The dynamic screens offer creative flexibility with unlimited design possibilities, thus ensuring high-impact advertising campaigns.

USA: SITO Mobile’s Data Management Platform (DMP) to Power the Ayuda[x] Digital Out-of-Home Ad Serving Platform

SITO Mobile Ltd, a leading mobile engagement platform, announces a data partnership with Ayuda[x] Inc. to provide real- time mobile location data to advertising agencies and brand marketers making digital out-of-home (DOOH) and mobile media purchases and placements in the US.

This partnership will enrich and extend the respective data assets, targeting capabilities, measurement and audience reach of both companies and is designed to increase revenues for both parties. SITO Mobile’s owned-and-operated marketing platform provides access to more than 98% of U.S. mobile consumers via more than 200,000 of the most popular apps. Additionally, it feeds approximately 4.5 trillion monthly data points through its machine-learning algorithms – thus continuously improving its location-based audience targeting and real time delivery optimization.

USA: 75% of internet use will be mobile in 2017 according to forecast

Zenith Media has released a forecast which says that mobile devices will account for 75% of global internet traffic in 2017. This is a jump from 40% in 2012 and 68% in 2016. The figures are established by looking at “mobile advertising and mobile technology in 60 key countries around the world. It forecasts the rising amount of time consumers devote to mobile internet use, the spread of smartphones and tablets, and the growth of mobile adspend.”

USA: DPAA's Barry Frey Makes Case For Digital Media

DPAA President Barry Frey took on the TV industry in his opening remarks at the association’s “Video Everywhere” conference Thursday in New York. Speaking to attendees at the Roosevelt Hotel, Frey described home-based video media as “yesterday’s business” with its viewership in “a tailspin.”

USA: Why Digital Signage Integrators Should Attend New York Digital Signage Week

Tim Albright recaps this year's New York Digital Signage Week events, conferences and panels — and makes a case for any integrators selling Digital Signage to come to next year's show.

For the fifth year now, a group of digital signage creatives, manufacturers and trade organizations got together during the same week in New York City. They call it New York Digital Signage Week.

USA: Top Takeaways from the DPAA Video Everywhere Summit

It is easy to see how different sectors of the media industry are converging when one attends a series of conferences over the span of a fortnight. From NYC TV and Video Week’s selection of panels to the LiveFronts for streaming video to, most recently, the DPAA, it is evident that while the modes of content delivery may vary, the opportunities and challenges to the various business models are sounding eerily similar.

USA: Google, Beacons and Digital Signs

Dave Haynes at Sixteen Nine has a fascinating podcast interview with Chris Lydle, Google lead for digital signage and kiosks. Lydle says Google doesn’t want to compete in developing a content management system for digital signage but that it wants products like Chrome, Android and Eddystone to be used as the backend infrastructure for digital signage. Some highlights from the interview

Australia: oOh!Media CEO Brendon Cook wins marketer of the year at AC&E Awards

CEO of oOh!Media and FEPE Vice-President, Brendon Cook, has taken home the ADMA Marketer of the Year trophy at this year’s ADMA Creativity & Effectiveness Awards.

Cook told the more than 600 attendees that it was both an exciting and challenge time to be a marketer as the pace of change accelerates. “If you don’t love disruption, you should not be in marketing,” he said during his speech.

Australia: APN News & Media to buy rest of Adshel

APN News and Media is set to buy the remaining half of Outdoor advertising company Adshel that it does not yet own for $268.4 million, increasing its exposure to the Out-of-Home advertising market. APN says the move will allow it to offer fully integrated campaigns to advertisers across radio, outdoor, mobile and video.

Australia: oOh! Innovation Wins Competitive Long Term Contract With Cairns Airport

oOh!media is excited to announce it has secured long term rights to Cairns Airport advertising in a win for its leadership in airport advertising innovation.

The agreement extends oOh!’s existing rights over advertising of the Domestic and International terminals and adds management of the airport’s external and digital assets to oOh!’s Fly business.

South Africa: Primedia Outdoor launches new LED in Tembisa

Primedia Outdoor has recently launched a new 4m x 8m high resolution LED screen in Tembisa, Ekurhuleni. “The new Tembisa LED is excellently placed to reach a large number of people, particularly within the middle market”, says Peter Lindstrom, Sales and Marketing Executive for Primedia Outdoor.

FEPE Out of Home News 3rd November 2016