EUROPE NEW

FEPE: THREE WEEKS until the 58th FEPE Congress!

The full speaker programme is now available to download from the FEPE homepage

Exhibitors and sponsors will soon be receiving the list of attendees for the exclusive networking event

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

The FEPE gala dinner and 3rd annual awards ceremony will be held at the Berns Hotel in central Stockholm with a Friday night party at the Mister French bar and restaurant. Delegate booking form is available on the FEPE Homepage.

Delegate places are still available but we will be closing registration as the event draws near.

UK: OOH specialist Talon makes raft of senior promotions

Talon founders and former managing partners Frank Bryant and James Copley have this week been promoted to managing directors - alongside a host of further promotions and new hires.

Bryant and Copley have 35 and 23 years’ experience, respectively, in the out-of-home sector and have helped grow Talon from its launch in 2013. They will both report to CEO Eric Newnham. Talon, which is independently owned, has also hired a new chairman as it expands into markets overseas.

Murray Hennessy joins the board in a non-executive capacity, bringing with him CEO-level experience from Trainline.com and Avis Europe plc.

Meanwhile, Grant Murray joins the Talon board as chief financial officer. He joins from Clarion Events, and brings CFO-level experience from a range of media businesses including Channel 5, Guardian Media Group and Johnston Press.

UK: Digital Signage JCDecaux targets automation with Bitposter

Out-of-home (OOH) media owner JCDecaux has entered into a partnership with Bitposter to support automated trading of its media.

Under the agreement, OOH automated trading platform Bitposter will work with JCDecaux to provide buyers with an additional front-end interface through which the media owner is able to deliver automation at scale.

JCDecaux currently delivers more than half the digital impressions in the UK OOH market and is hoping to hit its ambitious goal of doubling its digital audience to one billion viewed impressions per week by the end of the year.

Netherlands: JCDecaux wins RET's large outdoor advertising contract for Rotterdam

JCDecaux announced today that its Dutch company, JCDecaux Netherlands, has been awarded the 5 year exclusive contract for the entire portfolio of outdoor advertising assets owned by the Rotterdam Public transport company RET, one of the largest in the country.

This contract which has been operated during the last 30 years by the same company (Mediamax until 2000, then Viacom Outdoor, CBS Outdoor and, since 2013, Exterion Media) covers all advertising bus/tram shelters and subway advertising panels (approximately 3,000 panels), as well as all tram bodies and busses.

UK: Outdoor Advertising Takes On Its Digital Rivals

An interesting interview with William Eccleshare, Chairman and Chief Executive of Clear Channel International.

Discussion about believability of digital information and how effectively OOH can compete with other digital advertising products. Discussion includes a mention that Clear Channel in the UK is now receiving more revenue from its digital versus traditional products.

Watch the video interview

AMERICAS NEWS

USA: Geopath Announces Strategic Partnership with Ayuda[x] to Revolutionize Audience Location Measurement in the OOH Industry

Geopath, the not-?for-?profit formerly known as the Traffic Audit Bureau for Media Measurement, whose mission is to provide audience location measurement to the out-?of-?home (OOH) industry, today announced at the OAAA/Geopath National Convention and Expo that it will partner with Ayuda[x] to help power its new OOH audience measurement solution.

Ayuda[x], a marketing technology company, will provide the engine to power Geopath’s new suite of measurement tools. Through Geopath’s Insights Suite, members will have access to granular data that will make outdoor advertising one of the most well-?measured and reactive channels for all marketers. The platform will allow members to understand specific audience behaviors as well as the unique profile of audience delivered by hour of day.

“We’re looking forward to partnering with Ayuda[x] to create the engine that will power the new Geopath Insights Suite of measurement tools and provide a new industry standard,” stated Kym Frank, President of Geopath. “The launch of our new suite of tools will surely have a tremendous impact across the industry by providing our members with access to a level of data previously unavailable in out of home measurement.”

Andreas Soupliotis, Founder & CEO of Ayuda[x] commented on the partnership: “We are thrilled to be Geopath’s strategic partner to implement their vision of delivering state-?of-?the art audience measurement tools for our industry. We’re particurly excited to develop the Geopath Insight Suites which will help revolutionize Geopath’s audience-?based measurement capabilities for the entire industry.”

For more information on the partnership, please visit http://geopath.org/.

USA: State of the OOH Industry: Embrace the Target

Nancy Fletcher OAAA President and CEO

It’s hard for me to believe, but this is the 25th year I’ve had the privilege to report on the State of the OOH Industry.

In the last 25 years, together we’ve seen many challenges and opportunities – and remarkable transformation. Today I’m proud to report that the OOH industry is in excellent shape.

In 2016 industry revenue hit an all-time high of 7.6 billion dollars.
OOH has grown in every one of the last 28 quarters.
Every segment of the business was up in 2016 – digital and printed – billboards, street furniture, transit, and place-based OOH.
One-quarter of the Top-100 OOH advertisers are now digital or tech brands like Google, Amazon, Facebook, and Apple.
This year, OOH revenues will surpass magazines, and then overtake newspapers in 2019.

Of course, there are other non-financial ways to look at the health of OOH. In my view, most important is OOH’s ability to adapt and grow in the midst of change.

USA: 48 OBIE Awards presented for exceptional OOH Advertising

The Outdoor Advertising Association of America (OAAA) presented 48 Awards tonight at the 75th OBIE Awards Show, held during the 2017 OAAAGeopath National Convention + Expo in New Orleans, LA.

The OBIE Awards recognize exceptional OOH advertising design. Twitter was honored with the first Platinum OBIE Award, introduced this year to recognize the top winner, for its in-house #What’sHappening campaign.

Looking to position itself as the social media site where conversations about real issues take place, Twitter proved the effectiveness of simplicity by pairing a hashtag with a variety of images reflecting today’s top social and political topics.

Australia: oOh! Media & APN Outdoor Ramp Up $1.6 Billion Merger Bid

Australia’s two biggest out of home providers, oOh! Media and APN, are set to renew their bid to merge despite concerns by the Australian Competition and Consumer Commission (ACCC) that the new company would reduce competition, force out smaller players and increase prices for agencies and advertisers.

The two players announced plans to merge in December 2016, however, 10 days ago the ACCC issued a statement expressing concerns the marriage of the industry’s two biggest players would create something approaching a monopoly and dramatically reduce competition in the sector.

Other outdoor players have complained to the ACCC if the merger was to go ahead then the new company would have a stranglehold over lucrative sites in Sydney, Melbourne and the airports that are so highly-prized by OOH providers.

Australia: Adshel partners with Brotherhood of St Laurence to help disadvantaged youth re-enter the workforce

Adshel has partnered with anti-poverty community organisation the Brotherhood of St Laurence, implementing a work experience program along with a supporting outdoor campaign, in an effort to help disadvantaged youth secure employment and return to the workforce.

Launched on 3 May, Adshel and the Brotherhood of St Laurence have created a new work experience program, with six participants joining the Adshel Melbourne Operations team for a workplace demonstration, tour and discussion about the different career paths Adshel employees have taken.

Two participants will be invited to join the Melbourne Adshel team for a week of work experience, to gain a better understanding of how the business works, and build confidence in a workplace environment, while undertaking meaningful and practical work experience.

South Africa: Control freaks or concerned city? Cape Town’s new draft OOH advertising by-law

The Cape Town Chamber of Commerce and Industry has complained that a new draft by-law relating to out of home advertising in the city is too complicated, and that it appeared “control freaks” had put emphasis on “petty and excessive regulation”.

But Councillor Brett Herron, mayoral committee member for transport and urban development for the City of Cape Town, told The Media Online it was too early to judge the by-law as comments arising from a recent public comment session were still being collated and analysed.

Herron said the City had noted the Cape Chamber of Commerce’s statement. “It is important to mention that this is still a draft by-law – as such, it means that the draft will only be finalised after we have collated and analysed all of the public comments on the content and intent,” he said.

India: Laqshya plans IPO to raise up to Rs 450 crore

The IPO will comprise both stake sale by some of the existing private equity investors of the company and also sale of new shares to raise funds for the company’s expansion.

The company counts Warburg Pincus, UTI Ventures and Ascent Capital as its investors. As stocks make new highs almost on a daily basis, the lure to raise equity money is afflicting companies from sectors that hitherto remained alien to capital markets.

In what could be a first not just for the segment it operates in but also for its industry in general, out-of-home advertising firm Laqshya plans to float an initial public offering to raise between Rs 350 crore and Rs 450 crore.

China: Nearly 60% of China ad spend will be digital in 2017: GroupM

As the overall pie grows by 7.8 percent, TV spending drops while OOH and content-marketing rise.

Out-of-home

Ad spend on OOH is set to grow by 2.7 percent in 2017 on the back of 11.9 percent growth recorded in the last quarter of 2016. Websites, retail and services, software and automobiles are the four categories that increased spending in this sector in Q4 2016.
Rapid urbanisation underpins the growth here, with expanding subway lines, for example, providing fertile ground for imaginative OOH media.
There's an urban-rural divide according to media format: interactive digital channels in tier-1 and tier-2 cities, static billboards in tier-3 and tier-4 cities.
New forms of OOH that were based on big data and interactive experience marketing were emerging trends in 2016.
Integration is key. Ads featuring QR codes were a significant feature of OOH media growth in 2016

FEPE OOH News 19th May 2017