FEPE OOH News 1st June 2017

FEPE OOH News 1st June 2017

 

EUROPE NEWS

FEPE: Only one week until the 58th FEPE Congress!

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

FEPE International Executive Director John Ellery says: “We believe this is the strongest line-up of speakers we have assembled at Congress, consisting of senior people from all sides of the industry who will be able to give delegates enormously valuable insights into the issues facing the global Out of Home industry and show clearly how we can move forward successfully together.”

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.

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 or email info@worldooh.org

UK: JCDecaux unveils new UK wide channel, The National Towers, adding 8.5 million digital viewed impressions

JCDecaux has expanded its iconic London Towers format across the UK by launching a new premium state-of-the-art digital channel, The National Towers.

The expansion sees the London Towers format established in six major UK cities including Manchester, Liverpool, Birmingham, Edinburgh, Leeds and Sheffield. Incorporating nine iconic Towers in a consistent portrait format with twelve screens, the Towers will generate a combined 8.5 million viewed digital impressions over a 1-week period, marking a milestone as the company continues its goal of reaching #onebillioneyeballs by the end of 2017.

The iconic Towers will provide an unbeatable presence in major UK cities with the first site launched in Liverpool. The six cities have a combined total yearly retail spend of £13 billion (Source: CACI) and the new channel will provide brands with an opportunity to reach an affluent audience as they travel to and from these cities.

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Global trends: Traditional media still dominant as mobile growth slows

Traditional media still dominates worldwide consumption, but mobile is set to account for 26% by 2019 despite slowing growth, according to new research. The study, from Zenith Media, indicates that traditional media will account for 69% of global media consumption in 2017.

The average person spent 456 minutes consuming media in 2016, up from 411 minutes in 2010 – that’s an average increase of 2 per cent a year. Meanwhile mobile Internet use will rise to 26% of global media consumption in 2019, up from 19% in 2016, but still falling short in dethroning traditional media such as newspapers, magazines, broadcast TV, radio, Cinema and outdoor advertising.

People around the world will spend an average of 122 minutes a day accessing the mobile Internet via browsers and apps, an amount that has grown from just ten minutes a day since 2010. This is the third annual edition of the Media Consumption Forecasts, which surveys changing patterns of media consumption since 2010, and forecasts how the amount of time people allocate to different media will change between 2017 and 2019, in 71 countries across the world.

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UK: The Body Shop introduces anti-pollution bus stops in London

The Body Shop, Airlabs, JCDecaux, and Maxus, are today introducing a ground-breaking new initiative to help reduce air pollution exposure for people in London.

Airlabs air cleaning technology, which removes harmful pollutants from city air including nitrogen dioxide (N02) and particulate matter, will be introduced at three high profile and highly polluted central London locations. The Body Shop, a pioneer in environmental activism and campaigning, is facilitating this by incorporating the innovative cleaning units into its brand advertising at three bus stops sites in New Oxford Street, Tottenham Court Road and High Holborn.

Airlabs research shows that Central London has exceeded legal limits of N02 levels nearly every day so far this year. The technology, which has been incorporated into The Body Shop ads, removes pollutants and delivers up to 95% cleaner air, helping protect passengers standing inside a bus stop who are at high risk from pollution exposure as they wait by the road for their bus.

The system works by trapping harmful particles (PM2.5) via a filtration system before gas pollutants, such as N02, are absorbed with cleaner air delivered to people in the immediate vicinity, thus protecting them from harmful air pollution exposure. The clean air provided could fill more than 80 buses every day

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AMERICAS NEWS

Canada: 3 Steps to Digital Signage Network Security

Security, or rather lack thereof, has been a hot topic lately in the digital world. With the WannaCry ransomware running amock across the globe and our favourite rum-loving pirate’s latest instalment being held captive by hackers, it is an ideal time to make sure that you have an ironclad digital security plan in place.

This is especially important for digital signage network security. With some screens reaching thousands of people at a given time, even a minute of unauthorized content can cause major headaches. Controlling access to your systems is a multi-layer effort with physical access, OS maintenance and application security all being important aspects of a more hacker-resistant system.

Physical Security

As most screens are located in public areas, it wouldn’t take a high-level hacker to change the content on your screens. Rather, someone could simply walk up right up, unplug your player and replace it with their own. Therefore, the first step to make sure your network is secure is to restrict physical access to the network’s devices.

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USA: Look Out 2017: The oldest medium shows the new ones how it’s done

By Nurlan Urazbaev, Editor-in-Chief, Digital Signage Pulse

The final words of the conference delivered by hosts Kevin Gleason and David Krupp were a quote by OOH veteran Doug Watts: “While those other media are crippled and fading, OOH has survived, adapted, and succeeded. OOH is not only still standing, it is standing tall. Your members and the industry as a whole have much to be proud of.”

I think this best conveyed the essence of the 2017 OAAAGeopath National Convention + Expo that took place in New Orleans on May 15-17.

I came to my first OAAA/Geopath convention after years of attending digital signage events, most of them excellent. Digital signage is a young, fast-growing industry driven by rapid developments in display and software technology. It delivers the tech component of digital out-of-home advertising (DOOH).

By contrast, OAAA is one 0f the oldest trade organizations, representing the oldest medium on earth.

However, there was nothing old or “traditional” about what I saw at the convention. The event was as hi-tech as one could imagine, with smart badges that interacted with screens and smartphones; event apps, live social media coverage, latest networked digital displays, smoothly operated stage equipment and free wi-fi Internet access.

There were a lot of live demos of the newest hardware, software and audience measurement tools by the exhibitors.

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AUSTRALIA NEWS

Australia: Outdoor Media Association downgrades revenue figures after reporting error

The Outdoor Media Association (OMA) has adjusted its April revenue figures and conceded revenue for the sector grew 6% year-on-year, rather than 10.8% as was previously reported, citing an inadvertent error. The OMA said revenue is in fact sitting at $58.2 million, as opposed to $60.8 million, and the error arose “due to an inadvertent error in reporting” from one of the association’s members.

Year-to-date net media revenue is now being reported as $244.9 million, instead of the $247.6 million figure which was reported earlier this month, which marks a 5.8% increase on the $231.6 million generated in 2016.

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Australia: Adshel NZ to expand its national digital roadside network

Adshel New Zealand has announced the expansion of its Adshel Live digital street furniture network, with the phased roll-out of 70 additional screens commencing from today.25 May 2017 Adshel NZ to expand its national digital roadside network Adshel New Zealand has announced the expansion of its Adshel Live digital street furniture network, with the phased roll-out of 70 additional screens commencing from today.

Phase three of Adshel NZ’s digitisation strategy adds to the existing network of 150 digital advertising panels across Auckland, Wellington and Christchurch, with increased coverage in each of these markets, while also extending the reach of the network into Hamilton. Site selection focused on maintaining the quality positioning of the network, supplementing the existing national footprint and delivering coverage in proximity to key retail precincts, further improving Adshel’s delivery of reach and frequency.

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Australia: oOh! & Junkee’s Student Study Busts Gen Z Buying Myths

The myths around buying habits of the often misunderstood Gen Z and the influence marketing has on them have been dispelled by a new, comprehensive study of young Australians conducted by oOh!media and it’s youth publishing platform Junkee Media.

By combining the new research report Y Gen Z are Next – an oOh! and Junkee Media’s report into Australia’s youth – with Quantium’s data, oOh! has found that young Australians have more disposable income and brand affinity than typically thought.

The two rich data sources also show that the hard to reach Gen Z market, in particular students, are willing to connect with brands and are positively influenced by marketing, particularly branded content via social channels and Out Of Home media. This generation are not saving for a house or a car, they are saving and spending on life experiences.

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AFRICA NEWS

South Africa: The ABC of OOH creative: Accuracy, boldness, clarity

Advances and innovations in technology have given advertisers the tools to create innovative and complex imagery in their creative applications for out of home (OOH) advertising.

Nevertheless, the requirements for good OOH remain the same, beginning with the ABCs of accuracy, boldness and clarity. With a nod to the recent 75th edition of the Obie awards, which celebrate creative excellence in OOH, here is Primedia Outdoor’s almost complete A-Z of creative guidelines for OOH, with illustrative examples from this year’s Obie winners.

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Kenya: Primedia wins rights to $500m Kenyan Mall

The advertising rights to the international, integrated lifestyle Garden City Mall in Nairobi, Kenya, have been awarded to Primedia Outdoor. Garden City, Nairobi, is a $500 million self-contained upscale development, which spans some 53 acres and includes around 600 residential units, a park and children’s play area, as well as a 60 000m2 business park currently in development.

A medical centre is also on the cards. A key feature of the development is Garden City Mall, located on the busy Thika Road. This has more than 100 stores housing both leading Kenyan and international brands, with tenants including several banks (Equity Bank, Fidelity Bank, I&M Bank, KCB, Diamond Trust Bank and Barclays), along with Kenya’s first Game store, Kenyan retail giant Nakumatt, Century IMAX and many others.

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Nigeria: APCON challenges LASAA boss over practice rules

Concerns that the proposed merger between OohMedia and APN Outdoor will damage competition and squeeze rival companies out of the market have pushed back the ACCC's decision.

The ACCC has today issued a Statement of Issues (SOI) on the proposed merger. The statement expresses that “many industry participants have competition concerns” over reduced competition if it goes ahead. It is seeking further evidence and has given a new date for the final decision - which could see it shelved.

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ASIA NEWS

India: First demonetisation, then RERA: How the OOH sector is grappling with a double blow

The newly introduced Real Estate Regulation Act 2017 (RERA) has come as a big blow for the OOH sector with several real estate clients freezing their ad spends till the time there is clarity on the ruling. Experts claim that with individual states still to adopt the ruling, real estate clients have decided to stop ad spends leading to a serious crisis in the OOH sector.

According to Rajneesh Bahl, Founder and MD of Grey Parrot Integrated, the impact was seen overnight. "Approximately 30 per cent hoardings in metros and 60 per cent in small towns got vacant within a span of few days," he said.

The real estate sector is one of the biggest spenders in the outdoor domain, among the top three by all estimates. "All the creatives displaying future amenities for attracting investments were pulled back, thus all the bookings got cancelled overnight, and this cancellation has created a dent in the overall billing and revenue for OOH. The challenge would be to advertise with more words and less pictorial references and every creative has to be approved by the RERA body," he added.

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India: Laqshya Media Group announces division of OOH business

Laqshya Media Group has announced the division of its OOH agency business into two parts namely Laqshya Solutions and Outdoor Media Integrated. Company has also announced consolidation of the group business with special focus on south market under the leadership of MV Sairam, who will be the new Executive Vice President (South).

Sairam is the veteran in the industry with experience of more than two decades. He enjoys the excellent relationship with various stakeholders across four southern states. Among the other changes, Amarjeet Singh Hudda is the new COO of Laqshya Solutions , whereas Naresh Bhandari is the new COO of Outdoor Media Integrated. Both the agencies will work independently in all the markets and will have separate teams for relevant functions.

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Pakistan: The world of advertising – An overview

The history of advertising can be traced back to the lost city of Pompeii in 79 AD wherein the advertising messages were found in its ruins. The history of modern advertising starts with the advent of the mediums of mass communication and the first one among them was the printing press.

Printing press is said to be the beginning of the European renaissance and enlightenment period due to which people were exposed to the thoughts of the new age philosophers e.g. John Locke, Voltaire, etc. Along with bringing new ideas to the public for enlightenment, it also paved the way for capitalism. In 1472, the first paper bill ads was published by William Caxton for a book and he tacked them to church dooRsSince then, advertising grew with the invention of every new medium of mass communication i.e. Newspaper, TV, Out of Home and Digital.

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