FEPE OOH News 20th April 2017

FEPE OOH News 20th April 2017

 

EUROPE NEWS

FEPE: FEPE International Stockholm Congress Friday night party at "Mister French"

The now traditional (and ever increasing in popularity) "FEPE Friday night" will be held at the well known Bar/Restaurant "Mister French" in central Stockholm.

This waterfront location is regularly used by the Swedish media industry for events and has all the ingredients we need to create another memorable and relaxing final night of the 58th FEPE congress.

The Congress - with the theme “A Time of Revolution - Earning the Right to Win” – includes a number of unique perspectives on Out of Home as a global industry.

In addition to our Key Note Speaker William Swayne Global President of Carat, we have from America OAAA CEO Nancy Fletcher and Lamar CEO Sean Reilly who will describe how OOH is positioning itself in the dynamic US media market.

New FEPE International board member Noomi Mehta, CEO of Selvel One, will provide a valuable update on India, one of the fastest-growing OOH markets.

Emeka Okeke, CEO of Dentsu-owned Media Fuse will describe the explosive growth of OOH in Africa,

Alexander Epin, CEO of TMG in Russia discusses the prospects for transport advertising in Russia as it prepares to host the 2018 FIFA World Cup.

Christian Schmalzl, Co-CEO of Ströer in Germany, looks at OOH in the EU’s biggest market

FEPE President Matthew Dearden says: “the global Out of Home industry is getting smaller in many ways even as it becomes larger in size as globalization and advances in technology mean that advertisers now require new and, in many cases, uniform ways of achieving their commercial goals. “The 58th FEPE international Congress in Stockholm brings together an unrivalled array of expert speakers able to chart the way forward as we navigate a truly global market and its rich opportunities.”

The full list of speakers will be announced in the next few weeks.

Delegate booking form is available on the FEPE Homepage

UK: Posterscope builds proprietary ‘always-ready’ programmatic ad-serving platform for Shop Direct

Posterscope will, for the first time, activate a bespoke, ‘always ready’ ad-serving platform for Shop Direct.

The platform will be powered by Liveposter and at scale through a partnership with Clear Channel, giving Shop Direct brands Very, Very Exclusive and Littlewoods a consistent brand presence on high streets across the UK until the end of 2017. OOH is the perfect media channel for Shop Direct, a pureplay etailer, as it acts as an extension of the brand and a shop window.

Shop Direct will have the flexibility to schedule or launch real-team dynamic, digital out-of-home (DOOH) campaigns, and tailored creative executions, optimised by time, location and audience, to support specific product or price promotions.

The always-on platform launches this week and will deliver better media buying value for Shop Direct. Creative is produced by St Luke’s and media is planned in collaboration with Vizeum.

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France: Exterion Media France combines OOH with mobile technology - launching ‘Exterion Media Display’ in partnership with Dr Banner

Exterion Media France has recently partnered with Dr Banner - a multichannel programmatic platform - to create Exterion Media Display.

The partnership uses technology that combines Out-of-Home with mobile display ads, enabling advertisers to reach consumers at multiple touchpoints throughout the day.

Capitalising on the mobility of the hyper-connected French audience is crucial; ‘Exterion Media Display’ provides advertisers with a geo-localized reach and increased visibility based on the power of outdoor advertising and the targeting capabilities of online.

Source

UK: Research confirms the positive effect of Piccadilly Lights on brand image

Piccadilly Circus has a long & rich history as an iconic landmark for London and the UK.

So when Ocean and Land Securities’ announced exciting plans for the new Piccadilly Lights, creating a unique and prestigious new platform for brands to reach global consumers in the UK’s capital, it represented far more than just an upgrade of an OOH advertising location.

We wanted to understand what Piccadilly Circus really means to people, how they perceive the brands that advertise there, and how the planned improvement might effect this. PSI have carried out a piece of research to understand how consumers currently view Piccadilly Circus and Piccadilly Lights, how brands currently advertising on Piccadilly Lights are perceived and most importantly to understand the benefits of the proposed improvements to the site.

Methodology

Earlier this year, we spoke to 300 people about Piccadilly in face-to-face interviews. A third of them were International tourists, and all had visited the area at least twice in the last week.

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Ireland: PML Gets Smart with New OOH Campaign

A new OOH campaign from PML Group places the communications channel at the heart of Dublin city life and highlights the potential for OOH formats to play an important role as the development of the nation’s capital as a smart city continues apace.

The OOH specialist agency, part of the Posterscope Global Network, cites urbanisation and connectivity as key themes in modern life and has taken the opportunity to remind the advertising community of the central role that OOH plays in our major cities.

According to Colum Harmon, marketing director at PML Group ‘Technology is integrating the digital and physical worlds and OOH has an unmatched ability to enhance the impact of digital and mobile marketing in the physical world. As our cities grow and connectivity becomes more and more widespread the opportunities for OOH to bridge the physical to the online will greatly increase.

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UK: London Digital Signage Week schedule May 8-12, 2017

The week includes events for retail, employee communications, smart cities, digital out of home and of course digital signage.

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AMERICAS NEWS

USA: OUTFRONT Media Works With JetBlue And Scott Tax Group To Help Consumers Stay On Top Of National Tax Day

OUTFRONT Media Inc, one of the largest out-of-home media companies in North America, continues to build traction among brands and advertisers by helping promote creative out-of-home campaigns tied to timely national days. For National Tax Day, OUTFRONT worked with JetBlue and Scott Tax Group to execute campaigns leading up to the tax filing deadline of April 18.

In recent months, OUTFRONT's in-house creative boutique OUTFRONT Studios has led content creation for multiple National Day out-of-home billboard campaigns, including Margarita Day, Proposal Day, Rare Disease Day, International Women's Day, and most recently Tax Day. OUTFRONT also worked with H&R Block to promote creative around Tax Day, Crayola around National Crayon Day, and Anheuser-Busch around National Be(er) Responsible Day.

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USA: Posterscope partners with smart city company The Digit Group

Out-of-home (OOH) and location marketing agency Posterscope has announced a new partnership with smart city technology company The Digit Group (TDG), in a bid to enhance brand experiences.

Both Posterscope and TDG will be able to further explore commercial opportunities for cutting-edge smart city technologies, which have been developed by New York-based TDG and its partner companies.

Normandy Madden, global director of media and brand innovation, who will manage the alliance on behalf of TDG, said: "Architects and urban planners design and build cities, but marketers bring them to life. It’s important for us to have a good global partner to help develop and implement programmes that tap the full potential of the technologies developed for our smart cities.

This alliance with the Posterscope network will provide access to the world’s top media agencies, strategic and digital experts, as well as many of the world’s leading brands."

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USA: Programmatic buying for digital out-of-home: A solution looking for a problem

by Mike Gamaroff SVP of Channel Strategy at SITO Mobile Ltd.

The prevailing belief is that programmatic buying in Digital Outdoor Media will solve all manner of problems. Will it? Many in the Digital Outdoor Advertising industry by this stage are familiar with the IAB Programmatic Buying Ecosystems schema that depicts the variety of components that make possible the buying and selling of digital media.

The reason it comes up so often in this niche advertising sector is because for years the industry has been self-flagellating over its seeming lack of adoption of mainstream programmatic principles and its slowness to adapt to the digital trading age. The prevailing belief is that programmatic buying in Digital Outdoor Media will solve all manner of problems, and the imperative for adopting these techniques could be summarised by the following:

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USA: Marci Werlinich on What To Look OUT for at the 2017 Convention

Marci Werlinich is VP of Membership and Administration at the Outdoor Advertising Association of America (OAAA). She’s spent her entire 31-year professional career serving the OAAA and its members. Marci focuses on membership recruitment, planning logistics, human resources and information technology.

Marci was elected into the OAAA Hall of Fame in 2011. Insider talked with Marci last week.

Marci, how big is OAAA staff?

OAAA has a small but dedicated staff of 12 who serve over 800 member companies. Most people are shocked to learn there are only a dozen of us given how many projects we accomplish and resources we manage at any given time.

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USA: How to survive the digital signage shakeout

The growth of digital signage from a “practice” to an “industry” is welcome news for anyone with skin in the game. But it also means the inevitable shakeout is looming and that can put the pressure on companies to evolve or fade into the sunset.

During the Digital Signage Expo in Las Vegas, Stephanie Gutnik, director of Business Development at BroadSign International, provided an overview of the industry lifecycle as it barrels toward a shakeout phase, and offered tips on how to survive.

Shakeout approaching

A shakeout is the period that happens right before the market reaches maturity. Gutnik said there are signs in our space that this is approaching. For example, some companies are falling by the wayside, while others are being acquired. “This doesn’t mean our industry will stop growing,” she said.

Still, it’s important for businesses to understand what it takes to survive alongside the competition. To do so, they must keep up with the tangible and intangible shocks that are happening – the “creative destruction.” “There are periods of the status quo that are interrupted by shocks to the system and render previous competitive developments irrelevant,” Gutnik said.

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USA: OOH in a Self-Driving America

Fully automated vehicles (AVs) are the future of transportation and mobility in America and will be a disruptive force across the economy. A new report explores the trend toward automated driving. How long will it take? What challenges face automated driving? Are there possible opportunities for OOH advertising? The report, commissioned by the Foundation for Outdoor Advertising Research & Education, explains this important trend from the perspective of the OOH medium.

The Future of OOH in a Self-Driving America highlights four key points:

  • Safety is a main policy goal pushing development of autonomous driving to reduce fatalities, injuries, and property loss.
  • Full automation of the driving function is a long way off; meanwhile, advances in technology will continue to assist human driving behavior.
  • Multiple factors complicate the path to full automation, such as liability and legal issues, data exchange capacity, and consumer acceptance.
  • The OOH industry will discover new opportunities derived through technological advances.

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AUSTRALIA NEWS

Australia: The growing advertising revenue that you won't find in statistics

It might flash brightly and relentlessly throughout sporting events, but digital in-stadium signage is barely visible in industry statistics.

And yet it is becoming increasingly valuable and even part of multimillion-dollar broadcast rights negotiations. Digital signage has been updated in major stadiums around the country and is often installed for just single games in smaller venues, with the companies that own LED signs willing to provide and operate equipment in exchange for a slice of the advertising revenue.

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MIDDLE EAST NEWS

Lebanon: Pikasso Launches Beirut Digital Constellation® bis network

Pikasso continues the digitization of Beirut City with the completion of the installation of 15 new 4x3 screens in key districts of the capital, launching thus our Beirut Digital Constellation® bis network.

The screen design with the iconic yellow bar displaying local time and temperature is an opportunity to create contextual and relevant messages as both time and temperature are two key parameters when it comes to crafting a contextual message.

Both networks of Beirut Digital Constellation® and Beirut Digital Constellation® bis make 30 screens in total spread throughout Beirut’s major locations delivering a dominant DOOH campaign.

Antonio Vincenti, Chairman & CEO at Pikasso, said: “This new network reinforces and strengthens Pikasso coverage of Beirut upscale districts and allows advertisers to target an affluent audience in the city’s prime locations”.

UAE: UAE tops advertising spending in Gulf region

The UAE has topped the list of GCC countries in advertising spending in the first quarter of 2017 with Dh1.5 billion, accounting for 46 percent of the total advertising expenditure across the Gulf region, according to TBWA Worldwide, a top 10 ranked global advertising network.

The UAE is followed in the second place by Saudi Arabia with $220 million, Kuwait with $191 million, Qatar with $70 million, the Sultanate of Oman with $35 million and Bahrain with $29 million. UAE newspaper-based ad placements accounted for the lion’s share of the advertising market with 41 percent, spending Dh594 million.

Outdoor advertising came second with Dh389 million followed by radio placements with Dh289 million , TV channels with Dh124 million and finally movie advertising at the last place with Dh41 million.

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AFRICA NEWS

South Africa: Turning the whole world into an interactive billboard with AR

Augmented reality campaigns are taking off internationally with progressive brands using the technology to turn every available surface into a virtual billboard. As cellphone manufacturers plough money into AR capability, local brands should be looking to do the same.

Tech and media companies have invested more than $7 billion into virtual and augmented realities since 2010 in both acquisitions and stakes in VR- or AR-related startups.

Apple and Samsung have been strong contenders with eight acquisitions from Apple and nine investments from Samsung. Apple has also quietly been assembling a heavy-hitting AR team, including engineers who have worked on Facebook’s Oculus Rift and Microsoft’s HoloLens projects. Samsung, meanwhile has also acknowledged that AR will be where it focuses its attention in the near future.

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