EUROPE NEWS

UK: Hyundai Signs to New Piccadilly Lights Proposition

Car brand renews its commitment to UK’s most iconic DOOH location

Hyundai has confirmed that it will continue to maintain its presence on the iconic Piccadilly Lights which are undergoing a milestone transformation.

Hyundai, which has advertised on Piccadilly Lights since 2011, says it intends to make full use of the new screen’s advanced technical and creative capabilities.

The new Lights will offer one single greater than 4k resolution display, fast speed Wi-Fi, audience and car recognition technology, and will be responsive to the environment (i.e. the weather, audiences, traffic), deploying a dedicated leased fibre line to enable for interactivity, moderated broadcast quality streaming, and various other feeds.

Vasiliki Arvaniti, Portfolio Manager at Land Securities said: “This is an exciting day for Piccadilly Lights. While we’ve briefly said goodbye to the Lights as we know them, we’re very pleased to announce that Hyundai will be joining Coca-Cola and Samsung on the exciting list of global brands set to call the new space home. Once switched back on in autumn 2017, the upgraded screen will be the most advanced advertising display on this scale anywhere in the world, a space where only imagination can limit what’s possible for brands like Hyundai.”

FEPE Stockholm Congress: "A Time of Revolution – Earning the Right to Win"

This year’s Congress, in Stockholm from June 7 (pre-Congress) to 9 will build on the four pillars outlined by President Matthew Dearden at last year’s Congress in Barcelona.

Carat global president William Swayne will deliver the Keynote Address at this year’s FEPE International Congress.

Key Congress Themes will be:

1. Making the case for OOH in a digital world;

2. Taking the digital revolution out of home;

3. How can OOH reclaim our creative crown;

4. Making OOH easier to plan, buy and deliver.

FEPE International President Matthew Dearden says: “We’re excited to have William Swayne as our Keynote speaker. He will provide a great start and context for our Congress and help to place the challenges facing Out of Home in a truly global media marketplace.”

Further speakers and panelists for Stockholm will be announced in the coming weeks.

For the first time FEPE International is holding a special networking event for exhibitors and Sponsors at its annual Congress.

This will be held from 3.00-5pm on June 7th (preceding the opening reception) in the Congress hotel Exhibition Area. The networking event will be attended by FEPE board members representing the global Out of Home industry and their technology and procurement teams, as well as other specially selected decision makers and technology experts relevant to the exhibitors.

Each exhibitor will be given exclusive time with the audience to showcase their products and answer questions as well as make valuable contacts to follow up during the rest of the congress.

If you want to be a part of this event by exhibiting at the congress or for more information on sponsorship contact mark@worldooh.org or richard@worldooh.org

Delegate booking form is available on the FEPE Homepage

France: Daktronics UHD Indoor LED Video Brings Higher Resolution Products to Digital Display Industry

Daktronics installed a 1.2-millimeter solution in February at Unibail-Rodamco's corporate office in Paris in conjunction with design team Admemori. The technology is an expansion to the Daktronics' Ultra-High Definition (UHD), also known as Narrow Pixel Pitch (NPP), 2.5-millimeter and 1.9-millimeter product inventory.

UHD LED video display's tighter resolutions and close viewing capabilities are redefining the digital display industry. This rapidly growing trend in indoor LED video opens a multitude of application opportunities previously limited to LCD screens. Unibail-Rodamco have started a full refurbishment of its headquarters' lobby and decided to include a more advanced technology resonating with the digital experience offered to the customers in the group's shopping centers.

The company commissioned Admemori to bring an innovative digital solution with a unique combination between architectural cutting-edge technology and emotional content strategy, including a digital journey into the Unibail-Rodamco's world that poetically reveals the whole dimension of the innovation and progress of the group, to catch visitors' attention and leave a lasting impression.

UK: Sainsbury’s TU launches weather-responsive outdoor ad campaign

Sainsbury’s clothing line Tu has launched a weather-responsive outdoor advertising campaign that will adapt the outfits shown in real time according to changes in the weather.

The digital outdoor campaign, which runs until 26 March, was conceived by PHD UK (part of Omnicom Media Group) and uses geo-targeting to provide the live updates on billboards.

It is believed the national campaign, which evolves and changes based on Met Office weather data, is the first of its kind in fashion.

The campaign is being run on Clear Channel Adshel Live screens in outdoor locations, such as bus shelters, and has been executed through a collaboration between agencies PHD, Talon, Seven, and AMVBBDO, as well as production company Grand Visual.

UK: Chago Media to offer electric vehicle charging and mobile advertising in one place

Ensto is introducing its world-first combined electric vehicle charging station and commercial advertising screen to the UK, to give businesses the option of funding their annual running costs through advertising.

Ensto’s Chago Media is an innovative approach to EV charging, combining outdoor advertisement media, with an option of one or two charging points incorporated into the station, from which the income of advertising space sales can be used to fund the building investments and expenditures of the charging infrastructure. Offering a profitable EV charging station from installation, Chago Media’s robust steel structure contains a 55” LCD display suitable for the most demanding outdoor use in all weather conditions.

Estonia: Estonian justice chancellor: Ban on political outdoor advertising is unconstitutional

According to Estonian Chancellor of Justice Ulle Madise, the ban on outdoor advertising of political candidates on personal movables during active election campaigning is unconstitutional.

According to Madise allowing political candidates to advertise themselves on personal movables cannot be considered an obstacle to the election debate becoming more principled. In addition, the ban on outdoor advertising does not help to reduce campaign expenses because outdoor advertising is one of the least expensive forms of advertising, especially on items belonging to the campaigner.

Since outdoor advertising is so inexpensive, the ban has the biggest impact on candidates with fewer finances who have fewer opportunities of advertising themselves. For instance, parties have an advantage over electoral blocks because the latter cannot rely on nationwide campaigns like parties can.

According to the justice chancellor, the state has to offer equal opportunities to candidates but the present situation is different due to the ban.

Source

AMERICAS NEWS

USA: MRC unveils measurement standards for digital out-of-home advertising

The Digital Place Based Advertising Association (DPAA) has announced the release of Media Rating Council (MRC) measurement standards for place-based audiences. The standards will impact out-of-home digital advertisements and provide media planners with syndicated and audited audience data.

The new standards are part one of a two-phase initiative, with part two set to encompass broader aspects of digital and analog out-of-home media. The ultimate goal of the initiative is to create a common core of metrics and practices for out-of-home ads, with measurables that will be comparable to other measured media.

"These standards are the result of an extremely thorough process that included all key players — measurement services, media buyers and sellers," Scott Marden, CMO at Captivate and chair of the DPAA's Research and Standards Committee, said in a statement.

"The result is a standards document that will help our industry further accelerate our already rapidly growing ad revenue. It is a final step in ensuring digital place-based advertising's seat at the table with all measured media."

USA: Westfield’s Brand Ventures Division Transforms Digital Out-of-Home Media with Real-Time Capture of Consumer Engagement and Demographics

The Brand Ventures division of Westfield Corporation has announced the rollout of 450 state-of-the-art, eye-level digital media screens at 17 flagship retail destinations across the United States.

These screens seamlessly connect with Westfield’s existing large-format, high-impact digital screens to comprise a fully integrated and dynamic network of 550 screens located within many of the top media DMAs in the nation—including New York, Los Angeles, Chicago, San Francisco-San Jose, and Washington DC.

USA: WARNER BROS. Pictures Inducted into OBIE Hall of Fame for Excellence in OOH Advertising

The Outdoor Advertising Association of America (OAAA) will present the 2017 OBIE Hall of Fame Award to Warner Bros. Pictures.

Established in 1992, the OBIE Hall of Fame was created to recognize brands that have built an enduring legacy through the consistent use of the out of home (OOH) advertising medium over many years.

“Warner Bros. Pictures really has been an iconic and classic brand that has transcended over time and has continued to evolve as the out of home landscape evolves,” said Ryan Laul, Outdoor Media Group, and OBIE judge. OBIE judge Sean Crane, Grey, added “Warner Bros. Pictures deserves to win the OBIE Hall of Fame; the group is so bold with its advertising it demands to be looked at.”

USA: OUTFRONT Media Partners With CBS And Turner Broadcasting To Display Near Real-Time NCAA March Madness Scores On Billboards Across The U.S.

Leveraging its digital canvases across the nation, OUTFRONT Media showcases its ability to integrate live feeds of content on its advertising properties

OUTFRONT Media Inc. has announced a partnership with CBS and Turner Broadcasting to display real-time 2017 NCAA Men's Basketball Tournament scores to its digital canvases across the nation.

Leveraging its live feed technology, OUTFRONT Media is displaying near real-time game scores at commuter rails, bus stations and digital screens to residents across various U.S. regions including New York City, Atlanta, Detroit, Dallas and Washington D.C.

Australia: New oOh! campaign excludes print

oOh! Media is teaming up with the Australian Traffic Network (ATN) delivering simultaneous messages to commuters this week for health insurer ahm, which excludes print. Digital advertising is driving huge growth at oOh!, and is now up to 44 per cent of revenue, up by a third from last year’s 32 per cent.

However the company says print, also known as or classic, or static, still has a major role to play. In a first for Australian advertising, the campaign will synchronise ahm’s out of home and sponsored traffic report advertising, across six strategically located digital billboards and ATN’s commercial radio traffic reports in Melbourne.

Australia: Road Ahead Looks Good For Outdoor Advertisers

These days, it’s hard to go far without being distracted by outdoor advertising. Displays are everywhere: from roadsides to shopping malls to bus stops. We believe the industry is poised to enjoy continued revenue growth. And this should benefit businesses like oOh!media and APN Outdoor – which have tabled a $1.6 billion merger – and QMS Media.

Historically, outdoor advertising has captured a relatively small share of the overall advertising market. It has also tended to be even more cyclical than the broader advertising market given its impact and return on investment has been less measurable than other forms of media.

But this is changing due to the following four drivers of growth:

South Africa: The year of the monkey and the year of OOH

The year of the monkey and the year of OOH*Six out of home media experts give their opinions on what’s on the radar for out of home, digital and traditional, in 2017. On bylaws and billboards. Location based data gives true value.

The year of OOH. The year of the monkey – a turbulent year for OOH. OOH currency on the ROAD, while urbanisation emerges as key trend. Merging traditional OOH with innovative technologies. Compiled by Glenda Nevill.

On bylaws and billboards In terms of challenges, the issue of inconsistency in the enforcement of bylaws within the various municipalities across South Africa remains problematic. The OOH environment remains a tough one to navigate as it is linked to rights, without which we cannot operate. The OOH industry needs clear rules and regulations that protect a company’s media assets. If enforcement does not take place, it hugely undervalues available OOH media opportunities.

South Africa: Data and digital the future, but OOH formats of the past remain relevant

It has certainly been a time of proliferation of digital out of home, and this trend will not slow down as aspects such as geo-location and hyper targeting allow OOH to connect with consumers in so many ways. It goes without saying that the future of OOH is digital.

Not just in terms of digital panels replacing the traditional large format static faces we find littering our landscapes, but in terms of genuine integration and working across the entire digital value-chain.

Added to this the ubiquitous mobile device and there is no reason not to think differently. That said, there is still, and always will be, a role for the various iterations of the traditional format, not just because of the cost of replacing all faces with digital, but because of the relevance of such formats in the consumer journey.

India: How Native Ads are Revolutionizing the Indian Advertising Industry

Brands in India are changing the way they advertise. Are we soon going to say goodbye to big banner ads?

A shift from outdoor advertising to native ads is worth noting as a big change is taking place in the parlance of advertising today.

India: e4m NEONS OOH, 2017: Shortlist Unveiled

The jury meet of the e4m NEONS OOH Awards 2017 was held on March 16. This year will mark the 7th edition of e4m NEONS Awards for Outdoor Advertising & Digital Signage.

The OOH Conference and Awards were established in 2011 to reward excellence in outdoor media with the first six editions being highly endorsed by the industry. The upcoming edition will recognise and reward all the exceptional work in OOH Advertising and Digital Signage done between January 2016-December 2016.

FEPE OOH News 23rd March 2017