FEPE OOH News 15th June 2017

FEPE OOH News 15th June 2017



FEPE: Tom Goddard announced as new FEPE President

FEPE International has elected Ocean Outdoor Group Chairman Tom Goddard as its new President. FEPE International represents Out of Home media owners, agencies and technology partners worldwide.

Goddard has been a FEPE board member since 2015 and takes over from former Clear Channel International Europe President Matthew Dearden.

Dearden says: “In electing Tom as our new President we are fortunate to have someone to lead FEPE to even greater heights as a truly global force in the Out of Home industry at a time of great media change.”

Goddard says: “Under past presidents Antonio Vincenti and then Matthew, FEPE has been transformed into a truly dynamic organisation, reflecting the growing importance of Out of Home worldwide. I hope to continue that process and also help to navigate change as the industry responds to the many and varied challenges facing all media in the digital era.”

FEPE International has also confirmed the appointment of former ISBA director of advertising and media Bob Wootton as its new Executive Director.

Wootton succeeds John Ellery, a winner of FEPE’s Lifetime Achievement Award last year, who will be staying with the organization in the newly created post of Ambassador.

FEPE: FEPE International names 2017 Award Winners

For the first time FEPE International, the global body representing the Out of Home industry, has made two creative awards at its annual Congress, held this year in Stockholm on June 7-9.

The winner of the Digital Award is Universal Pictures' ‘The Secret Life of Pets’ featuring a captivating digital creative treatment from MediaCom and Ocean Outdoor.

The Classic award goes to Twitter in the US for an in-house campaign showing how the major conversations of the day, in politics and elsewhere, are united by hashtags.

The award winners were chosen by a judging panel of current and past FEPE board members with Nancy Fletcher, President and CEO of the US OAAA and WCRS director of technology and innovation Dino Burbidge. WCRS won last year’s creative award for UK charity Women’s Aid.

FEPE President Matthew Dearden says: “The great strength of Out of Home is its two important strands: digital and the traditional classic poster and that’s why we have chosen to award campaigns in the two categories.

“Both are outstanding examples of the ability of Out of Home to reach people in engaging and challenging ways. It’s also worth noting that Twitter is just one of many tech-based new media companies that use Classic Out of Home extensively.”

At the Stockholm Congress FEPE’s Leadership Award went to Eric Newnham, founder of the UK’s Talon Out of Home agency. Newnham also helped to build WPP’s Kinetic into a £200m business before leaving to found Talon.

Dearden says: “the most valuable ability in business is to see round corners and Eric has done that throughout his career in Out of Home. He is a serial entrepreneur who has led the industry and his teams to reach great heights.”

The FEPE Technology Award goes to Spain’s Cuende Infometrics SA (pictured) for its GPS-based audience measurement system which tracks traffic flows all over the world, making Out of Home the only major medium able to offer comparable global metrics.

The FEPE Lifetime Achievement Award goes to Mike and Brian Tyquin who, over fifty years, built first Australian Posters and latterly Mike built Queensland-based GOA and Brian Outdoor Systems in Sydney into major forces in Out of Home. GOA pioneered digital in Australia with the first digital poster in 2009.

FEPE Executive Director John Ellery, who won the Lifetime Achievement Award last year with the OAAA’s Nancy Fletcher, says: “Cuende’s amazing system is making a huge contribution to the development of Out of Home worldwide.

“Brian and Mike Tyquin come from an earlier generation but they, too, have always possessed that same pioneering spirit. Their belief that doing the right thing for the industry would in turn result in commercial success is something that everyone in Out of Home can honour, as we do in this Lifetime Achievement Award.”

UK: Hampden Park Bringing Two Giant LED Video Displays To Game Day

Hampden Park, Scotland's National Stadium of Glasgow, United Kingdom, and the Scottish FA have partnered with Daktronics of Brookings, South Dakota, for the company to design, manufacture and install two new LED video displays that are twice the size of the previous displays. Installation of the displays was completed this spring and they are ready to entertain and inform fans on game days.

"The screens are simply awesome, but also an integral part of making the Hampden match day a more interactive experience for fans," said Scottish FA Chief Executive Stewart Regan. "They also create new advertisement and engagement opportunities for participating clubs, the Scottish FA itself and our sponsors and partners."

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UK: Bitposter wins “The Best Overall Technology for Programmatic Trading” at the Drum Digital Trading Awards

With 12 companies shortlisted and strong competition from Google Ad Exchange, TubeMogul, Sociomantic, Integral Ad Science and Grapeshot, Bitposter was honoured to walk away with the award.

Entry Synopsis:

The story and strategy behind the success of Bitposter Bitposter began when two OOH industry outsiders Aidan Neill (now the CEO) and Jake Kalliath (now Head of Product), met as MBA classmates at the London Business School.

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France: Clear Channel to showcase digital OOH at Cannes Lions

Clear Channel will be showing off 'Le Grand Screen' one of the largest smart billboards in the world on the roof of Le Grand Hotel during Cannes Lions.

Clear Channel Outdoor will also showcase its smaller digital smart screens around the Croisette. The company is also bringing the Playground, its experiential space, to Le Grand Hotel's gardens at ground level.

The digital OOH showcase will feature dynamic activations from partners including: Biborg, Black Swan, Buzz Radar, Haymarket, Quividi and Kirk&Kirk, LivePoster and Diageo, Ogilvy and Samsung, Stink Studios, Twitter and WCRS.

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France: JCDecaux wins 15-year street furniture contract for the city of Liège

JCDecaux SA has announced that its Belgium subsidiary has won the 15-year street furniture contract for the city of Liège (population: 196,000) in Belgium, following a competitive tender.

This exclusive street furniture contract, the largest in southern Belgium, covers 465 bus shelters, 150 CIPs and 70 free-standing advertising columns, as well as a dynamic parking guidance system. Special attention is paid to sustainable development, including renovated furniture and smart lighting whose intensity varies with the sun's brightness.

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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 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: Smirnoff trolls Trump's Russian ties

Vodka brand Smirnoff is trolling US President Donald Trump in its latest out-of-home campaign.

From 72andSunny New York, the campaign mocks the ongoing investigation around Trump's ties to Russia, with the tag line, “Made in America: But we'd be happy to talk about our ties to Russia under oath”.

It references Trump's statement in a recent press conference where he said he would be happy to testify under oath about his ties to Russia.

The ads have been popping up over the weekend and target small portions of the New York metro area in bus shelters and train stations.

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Canada: Ayuda Appoints Tech Veteran Luc Filiatreault as President

Ayuda Media Systems has announced that Luc Filiatreault has been appointed President.

Filiatreault will run and operate the ERP business while CEO Andreas Soupliotis will focus on programmatic initiatives and strategy for Ayuda[x]. Soupliotis will continue as CEO of both Ayuda and Ayuda[x].

Soupliotis commented on the motivation for the hire: “We are experiencing phenomenal growth at Ayuda. Our ERP is used globally in over 20 countries. Our user base has increased by over 850% over the past three years. And our revenue has been doubling, year-on-year, for the past four years. The time had come for us to bring on an experienced tech leader that will support and nurture the remarkable growth in our ERP business and drive it to new heights. The new hire also enables me to have more cycles available for growing our programmatic business.”

The new President, Filiatreault, joins Ayuda with an immense track record of successfully growing tech businesses. He founded and led several tech companies, completed two IPOs, and is highly experienced at raising funds from VCs. Filiatreault was formerly the CEO of three public and three private companies ranging from startups to $100M companies

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Australia: Adshel Selects Ayuda

Leading Australian out-of-home advertising company selects Ayuda’s ERP software platform to run all ad operations, including static and digital signage

Ayuda Media Systems announced at the 2017 annual FEPE congress that Adshel has selected Ayuda’s software to power all media workflows including sales, operations, finance, digital scheduling, data-driven digital ad serving and customer-facing enablement tools. Adshel’s network of more than 22,000 advertising touchpoints, reaching 92% of Australians 68 times a fortnight, will be fueled by the complete Ayuda Platform. Adshel has already transitioned all of its 3500+ digital touchpoints to Ayuda’s CMS and player.

Chris Hunt, Adshel’s Chief Operating Officer, commented: “The partnership with Ayuda underscores our commitment to providing the most innovative technology-driven offerings to our customers. We chose Ayuda for the ability to effectively manage all our classic and digital formats on a single consolidated platform. This will provide our sales, operations, and back-office staff real-time and transparent access to business-critical data and workflows.”

Only a few months since the partnership officially began, Adshel’s 3500+ digital touchpoints are already being powered by Ayuda’s digital CMS and player. Adshel’s Adsmart customer-facing content management system is being migrated to be powered by Ayuda’s client-enablement technology, which will allow advertisers to schedule their own creative and respond to a variety of external triggers.

Daniel Fleischer, Ayuda’ Global VP of Business Development shared: “I’m thrilled and honored at Adshel’s decision to select Ayuda as the single consolidated software platform that will run the core of their advertising operations. Adshel is the perfect partner for Ayuda’s rapidly growing APAC business, in that both companies engender not only a deep culture of innovation, but a shared vision for the future of OOH advertising. This partnership with one of Australia’s largest, forward thinking, and technologically envelope-pushing advertising companies will deliver pioneering offerings to the Australian out-of-home community.”

Chris Hunt concludes: “Ayuda is recognised as a market leader and innovator in out-of-home business management software, and is therefore the partner of choice to help us propel our business as we grow for years to come. We welcome Ayuda’s experience and vision as a world-class, global ad tech company.”

Australia: Co-founder of Goa Billboards and founder of Outdoor Systems take home FEPE Lifetime Achievement Award in Sweden

Michael Tyquin, co-founder of Goa Billboards and Brian Tyquin, founder of Outdoor Systems, won the Lifetime Achievement Award at the 58th FEPE International Conference in Sweden, for their outstanding contribution to the out of home industry in Australia.

Michael ‘Mike’ Tyquin, cofounder of goa Billboards, and his brother Brian, founder of Outdoor Systems were honoured last night in Stockholm for their outstanding contributions to the Out-of-Home industry with the prestigious Lifetime Achievement Award by FEPE, the worldwide association of outdoor advertising companies.

The first Australian recipients of the award, Mike and Brian were recognized for their outstanding contribution to Out-of-Home in Australia over their 50+ years in the industry at the 58th FEPE International Conference held in Stockholm, Sweden.

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Australia: ‘Nobody builds brands anymore’: Harold Mitchell

In the age of Google, no-one is bothering to build brands, Australian media veteran and chairman of FreeTV, Harold Mitchell, has said in a debate at Mumbrella360.

In the debate with QMS Media’s director, Anne Parsons, Mitchell said the “bigger argument to have outside of this room” was what Google has been doing.

“The bigger argument to have outside of this room is what the hell is Google doing because I can show you about what trust, what works, all of those things. “Nobody builds brands anymore and that’ll come back to haunt a lot of people in the space of time.”

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South Africa: Primedia Outdoor’s ABC of creative guidelines for OOH

The team at Primedia Outdoor says that 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 A-Z of creative guidelines for OOH, with examples from this year’s Obie winners.

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India: OOH market in India: Kinetic Worldwide’s Global Director Paula Fernandez sees a barrier in India; here’s why

With 3% of digital inventory accounting for 10% of OOH spends, India is on the cusp of high growth.

Aiming to get a first mover advantage, WPP’s out-of-home media planning and buying agency, Kinetic Worldwide is testing and launching various products to deliver efficiencies to its clients, and bring in addressability and accountability with effective RoI management. But how does India stack up against the growing global markets with a lack in measureability?

Kinetic Worldwide’s Global Director – Research and Technology talks to BrandWagon’s Chandni Mathur on why India is a challenging market and how the global markets are performing. Edited excerpts:

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Japan: Ben Milne from Posterscope Japan discusses OOH advertising applications for AI at Ad Week Asia

Ben Milne from Posterscope Japan discusses OOH Ichiro Jinnai, Director of Out of Home Media Services Division at Dentsu Inc., hosted a panel on Artificial Intelligence in the real world at Advertising Week Asia, with a focus on the ways AI can be monetized. Japan has 10% of its population in the cities, and this is estimated to grow to 50% by 2020.

Current metrics and usage of IoT predicts that AI will help make the cities more efficient, able to handle the population growth, and even AI will be able to predict future trends.

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Hong Kong: JCDecaux renews Hong Kong Tramways exclusive Tram Body Advertising Concession

JCDecaux SA has announced that its wholly owned subsidiary, JCDecaux Cityscape, the number one street furniture advertising company in Hong Kong, has been awarded a five-year contract for 'Full Body and Interior Tram' advertising by Hong Kong Tramways Limited. Effective since 1stMay 2017, JCDecaux Cityscape is the exclusive advertising agent for the entire fleet of 160 Tramcars in Hong Kong (population: 7.3 million).

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India: Digital has tremendous scope in OOH: Shriranga Sudhakara, VYOMA Media

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

“We are here to put a dent in the universe. Otherwise, why even be here?” - Steve Jobs

So, why are we really here? Disruptive innovation is one of the primary agendas for every visionary in this world. People want to do things that leave a significant impact on consumers, thus improving the brand recall factor. Brands, in the past decade, have started creating tools, techniques and technologies to maximise performance and innovate in a true sense. This has come into play in almost every industry, including advertising.

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