UK: ITV's The Voice coaches spin for shoppers in DOOH campaign

ITV, the new home of singing competition the Voice UK (after it secured the rights ahead of the BBC), has initiated a campaign to promote the move and the rebooted format's new judge and host stable.

An interactive digital out of home (DOOH) campaign will, for the next week, feature coaches Gavin Rossdale, Jennifer Hudson, Tom Jones and Will.i.am on Ultra HD screens in shopping centres across the UK including Bluewater, Arndale and the Bullring.

The coaches will sit upon their red chairs and activate each time a shopper passes close by. Aping the show's selection process, they will spin around and reveal themselves, backed by a call to action to watch the show at 8pm on Saturdays.

France: Mediaperformances SA Chooses BroadSign for French Retail Network

The in-store advertising leader in France, Mediaperformances SA, has announced its selection of BroadSign International, LLC’s digital out-of-home software to power its ShopperCast retail network.

The completed initial deployment consists of 200 55” LED totems in 150 Carrefour hypermarkets across France. Situated in store entranceways, displays are visible to consumers right as they enter. One-third of content features store information such as opening hours and special offers, while the remaining two-thirds is dedicated to brand advertising.

Advertisers include the likes of Danone, Nestle, Unilever, Mondelez and Coca-Cola, who take advantage of Mediaperformances’ total shopper audience, especially knowing that 68% of purchase decisions are made in-store. To date, measured campaigns have shown up to a 15% increase in sales.

“BroadSign is the only CMS suited to ad-based networks,” said ShopperCast’s Product Manager, Kevin Beaulieu. “We tried other solutions but they all had shortcomings when it came to handling specific aspects of our business. As the data behind our solution is built in the software, BroadSign is helping us design and manage our network in the most efficient and flexible way.”

“We are very excited to begin the ShopperCast adventure with a partner such as BroadSign,” said Remy Gerin, Chairman at Mediaperformances. “Multiple screens are a reality for shoppers and for retail, and we consider the store entrance as the ‘prime place’. ShopperCast naturally fits with an environment made of increasingly connected stores and shoppers.”

“It is an honour to partner with Mediaperformances in providing a robust DOOH advertising solution to Carrefour, a significant and highly regarded French retailer,” said Maarten Dollevoet, Vice President, Global Sales at BroadSign. “The aesthetics and functionality of the deployment are truly exceptional.”

UK: 9 Questions To Ask Before You Buy Digital Signage

By Evan H Fisher

They’re everywhere… digital screen providers that promise you the world, then can’t deliver the dynamic integrations you asked for. You need to know what to look for, before you make a very time-consuming, headache-inducing, and probably very expensive mistake.

1. How long have you been in business, and what references do you have? This is the most important question. Any digital signage vendor without an adequate track record and history of successful installations should immediately raise red flags for you. Your provider should be able to show you they are both trustworthy, experienced in your field, and can get the job done without hassle.

2. What services do you provide? i.e. Hardware advisory, Hardware procurement, Construction, Installation, Commissioning, After-sales services such as Maintenance, Content creation & Content management?

UK: Emotional Abuse Is Hiding in These Clever Ads That Say Different Things at Different Angles

In 2015, Women's Aid released "Look at Me," a digital billboard where the bruises on a woman's face faded when more bystanders looked at her. Created by WCRS, it was a powerful way to remind us of the red flags in plain sight that often slip past our attention.

But domestic violence doesn't always leave bruises you can see. It's often more insidious—manifesting itself in a person who progressively takes control of your bank account and monitors your phone or even the food you eat or the amount you exercise.

These patterns of controlling behaviour, which slowly pare away at a person's sense of autonomy and self, are called "coercive control." But this is a pretty abstract idea for people who don't have direct experience with it, or aren't sure how to recognize it. How do you convey damage happening on the inside?

UK: Out of Home Evolves

By Glen Wilson, managing director, Posterscope

2016 has been the year of the individual – consumers have rejected being identified as an age, gender or affluence score, witnessed by the evolution of the traditional TV broadcasting model to include analytics-based streaming sites like Netflix. Brands are becoming increasingly aware of this and using ever-more sophisticated channels and targeting to ensure maximum relevancy to their customers.

In 2017, out-of-home’s ability to broadcast to mass audience groups will remain a key strength of the medium and the addition of real-time audience and location data means OOH has the opportunity to be more targeted in its messaging while still delivering mass scale. Brands will be able to communicate to the masses, whilst also being capable of capturing a brand’s elusive niche audience at a key time of the day.

USA: A New Route to Roadside Attractions: Programmatic Out of Home

In a previous column, Wade Rifkin, Senior Vice President Programmatic, Clear Channel Outdoor Advertising (CCOA), who just announced the first Private Marketplace for programmatic outdoor in the U.S., described the terms, evolution and impact of this new approach to buying and selling.

Here, Wade answers questions about fraud, best practices and the programmatic future for out of home.

E.B. Moss: Do historical concerns about fraud and accuracy in programmatic apply?

Wade Rifkin: Fraud is definitely a serious topic. The potential for fraud in DOOH would really only be through hackers vying for space on our boards, which we prevent with a robust firewall. So we're not subject to the same bots and fraudsters that settle into the display and video eco-system. We foresee our medium resisting fraud challenges for some time, at least until self-driving cars take over!

USA: OOH Forecast for Continued Growth in 2017

Steve Nicklin Vice President of Marketing, OAAA

OOH is poised to record yet another quarter of growth to close out 2016, which will mark the industry’s 27th consecutive quarter of growth. Other than digital media, no other form of media comes anywhere near such a consistent, solid record.

2017 promises a continuation of this trend according to projections by media forecasters recently published by Media Life Magazine.

It is important to note OOH is set to outperform all media, including digital, in three of the four projections. This is especially impressive when considering the growth and size of digital media in today’s environment.

“The outlook for OOH is positive, and better than for most traditional media,“ notes Jonathan Barnard, head forecaster at ZenithOptimedia.

It’s a safe bet OOH’s impressive growth record will continue, but the question remains – at what level?

USA: What’s Ahead for Out of Home Advertising in 2017?

With 2017 set to become an evolutionary year for Out of Home (OOH), industry leader Posterscope USA has published its key predictions for the year to come, one that the agency believes will lead to dramatic advancements in how OOH media is planned, purchased and consumed.

Here are Posterscope’s 2017 predictions for the OOH industry:

From Owned to Open Data:

The growing availability of data will continue to have a profound impact on how OOH campaigns are planned. But instead of being owned, data will become open and shareable, ultimately resulting in more effective and efficiently planned cross-channel campaigns. The evolution of data sharing will benefit all media types and allow OOH to move out of the silo and become more seamlessly integrated into broader digital strategies.

Panama: France-Panama Merger to Lead Central America’s Outdoor Publicity

JCDecaux and Top Media, leader in the outdoor advertizing sector in Central America, signed an agreement last week to merge their activities, said the companies in a press statement.

In the new venture, JCDecaux-Top Media, 71 percent of the capital is owned by JCDecaux and 29 percent controled by Top Media.

With 15,700 advertising panels and a presence in six Central American countries, JCDecaux-Top Media will offer advertisers a full and diversified regional presence coupled with unrivalled visibility in Panama. With a population of 44 million and stable currencies, Central America was the most dynamic region of Latin America in 2016. It is the region’s third largest advertising market behind Brazil and Mexico, but ahead of Argentina.

Canada: Clairvest Completes Sale of Cieslok Media Ltd. and Realizes a Multiple of up to 8.4 Times Its Investment and IRR of 92%

Clairvest Group Inc. today announced that it and limited partnerships controlled by it completed the sale of their common shares of Cieslok Media Ltd. to Bell Media Inc. Cieslok Media is a leading Canadian out of home advertising firm, operating predominantly large format digital and static billboards throughout major cities in Canada.

At closing, Clairvest realized cash proceeds equal to 7.8 times invested capital, which could increase to up to 8.4 times invested capital subject to a contingent payment related to the satisfaction of certain post-closing matters expected to be finalized during the quarter. The full proceeds would represent an internal rate of return ("IRR") of 92% over a holding period of approximately three years.

Since Clairvest partnered with Jörg Cieslok in a management buyout in September 2013, Cieslok Media embarked upon a successful growth strategy that materially increased EBITDA in three years. During this time, Cieslok Media completed three acquisitions, organically expanded its digital sign inventory and successfully launched an integrated mobile advertising offering.

India: Will the jinx over skywalks end this time?

BBMP has invited bids for 85 skywalks and has relaxed some tender norms

After having failed to attract many bidders for its tenders to construct skywalks in the city, the Bruhat Bengaluru Mahanagara Palike (BBMP) has invited bids for the fifth time now. Civic authorities are hopeful that the jinx will finally be broken this time, and if their optimism proves to be correct, pedestrians can look forward to a safer 2017.

“The pre-bid meeting for 85 skywalks on Friday saw over 30 firms participate, which is unprecedented for such a project in the city,” said Prahlad, chief engineer, Road Infrastructure, BBMP. “Some of the relaxed tender norms have helped us attract more bidders. The last date for submitting the bid is likely to be extended till January 16,” he said.

South Korea: Patents for Digital Out-of-Home Advertising Soar

Patents for outdoor advertising making use of digital technology are becoming extremely popular.

According to the Korea Intellectual Property Office, the average annual number of such patents, which stood at less than 50 prior to the 2000s, rose to some 300 from 2001 to 2010, and to 600 since 2011 – rapidly increasing alongside technological advancements.

In the past, outdoor advertising was mostly limited to billboards, poster columns, or means of transportation (i.e. public buses), but starting in the 2000s, patents for digital advertising such as digital signage equipped with wired or wireless communications and display technologies have been increasingly sought after, officials said.

India: OOH sees short-term pain as sectors skew ad spends to digital, print & TV: Atul Shrivastava, Laqshya Media

As the year 2016 draws to a close, Atul Shrivastava, Group CEO of Laqshya Media Group shares key highlights and trends witnessed in the Out-of-home space this year.

2016 for Out-of-home advertising was a pretty good year with some consistent and serious spending seen from January to October 2016. Though heavy spending sectors of 2015 like ecommerce and real estate were comparatively not very active on outdoors, what changed the scenario were mobile handsets and automobile sectors that were seen heavily relying on OOH for their brand campaigns.

FEPE OOH News 5th January 2017