FEPE OOH News 27th July 2017

FEPE OOH News 27th July 2017

 

EUROPE NEWS

UK: JCDecaux launches London Waterloo Channel with premium 80” digital 6-sheet screens

The 80-inch screens provide a 23% increase in visual area. With a footfall of 2.2 million every week, JCDecaux can now deliver a combined total of 40 million digital viewed impressions over a week at London Waterloo.

The 80-inch digital screens positioned at each platform end target every passenger departing the station and alone deliver 10 million weekly viewed impressions.

This channel gives advertisers the ability to reach commuters travelling from London Waterloo to affluent areas of London and the South West such as Richmond, Barnes, Weybridge and Windsor.

The digital development to London Waterloo marks another step in JCDecaux’s goal to reach #onebillioneyeballs by the end of 2017.

Read more

France: Open Canvas: the best in outdoor

Richard Brim, chief creative officer, Adam & Eve/DDB

So I’m sitting in the Palais on the first night of the Lions awards in Cannes in June. And I am there to pick up a couple of the little roaring beauts for a piece of work our agency produced for Skittles. As the other winners are announced, I have a varying range of reactions – as one does – while sniffing the bums of the competition. From "Da fuq?" to "That’s nice" to "No shit! ‘Fearless Girl’ won 97 Golds … and so it should." And then I saw "Pass the Heinz".

At first, I thought: what’s all the fuss about? The art direction is old-fashioned and the line feels outdated. And then, at last, I twigged, and a huge surge of jealousy raged through my body. For those of you who don’t know the idea, to prove the timelessness and love that people have for its Ketchup, Heinz decided to run the series of posters that a certain Mr Don Draper and Co presented to that brand 50 years earlier – in season six of Mad Men. Ugh, it makes me sick – mainly because it was such a gift, handed on a Mad Men-shaped platter with a side order of Lucky Strikes and a tumbler of Scotch at three in the afternoon.

Read more

UK: Ocean adds Leicester Square to its London portfolio

Ocean has unveiled a new digital screen in the heart of London’s West End, Leicester Square. Located in the centre of London’s entertainment district, the screen forms part of a £6.6 million investment in the Vue Entertainment venue, which has a big screen entertainment heritage dating back to 1938.

The addition of Leicester Square is Ocean’s response to advertisers’ demand for super premium locations, and the strategic strengthening of its position in London following the exclusive wins of other “Ask for it by name” assets including the Piccadilly Lights, Westfield Stratford and phase two of Westfield London.

The Screen on Leicester Square launches with OnePlus as its advertising partner. OnePlus’s campaign was planned through Starcom and runs for two weeks. Measuring 62.7 square metres, the high definition screen will deliver advertisers 3,500,000 impacts per fortnight.

Ocean marketing director Richard Malton said: “The addition of Leicester Square to our portfolio extends Ocean’s presence in premium London postcodes. Ocean has always been about iconic locations which enhance the out of home footprint for advertisers.

The Screen on Leicester Square is absolutely one of those super premium beach front addresses.”

UK: Visa adds first hotel wifi sponsorship to OOH campaign targeting Chinese tourists

PSI, Posterscope’s international division, has signed its first hotel wifi sponsorship deal, for Visa China, as part of a wider out-of-home (OOH) campaign promoting its China Merchants Bank card to Chinese tourists as they arrive, travel to and stay in London.

The sponsorship, delivered in partnership with Luxia Global and Starcom UK, incorporates sponsorship of guest wifi services in 68 four and five star hotels across London throughout July. Users will be identified through browser language, served messaging in Chinese, and later retargeted with digital ads on relevant tourist and shopping websites.

The sponsorship completes a campaign appearing along the Heathrow to London “travel corridor” featuring digital OOH sites throughout Heathrow’s T5 terminal, lamppost banners across Central London and in shopping hotspots, plus a wrap of a Central London tourist bus.

Read more

UK: OOH and mobile 'are converging'

Out-of-home media is attracting some unexpected advertisers as the medium’s digital capabilities expand and the possibilities grow for a more creative approach using real-time and contextually relevant content.

David McEvoy, director of marketing at outdoor advertising firm JCDecaux, observed that the internet giants Google and Facebook are now among the biggest spenders in out-of-home. “Their digital platforms are built on smart, short-form, autoplay video ads where sound isn’t initiated and that’s exactly what digital out-of-home is now offering at large scale,” he told Marketing Week.

“Out-of-home and mobile will continue to converge; there’s barely any differences and the Facebooks of this world are realising this.”

That process is helping OOH’s position as one of the very few traditional media channels to withstand the impact of digital and mobile, as it continues to grow – at 4.5% to £1.1bn in the UK last year.

Read more

Ireland: OOH Sector Reports Strong Performance for First Half of 2017

The Irish out-of-home market continued to perform strongly in the first half of 2017 according to PML Group.

In a new report on the OOH market, PML Group says that it has matched the strong performance of H1 2016 with Diageo remaining the top spending advertiser on the medium, significantly ahead of Mars and McDonald’s in second and third places respectively. A busy second quarter from Mars saw them jump to second place on the list. Included in their OOH spend is Gum Litter Taskforce (GLT) along with campaigns for products including Skittles, Dolmio and Pedigree pet care.

Read more

UK: How outdoor’s digital transformation is winning over advertisers

The outdoor ad industry has invested huge amounts in a digital transformation that has helped reignite excitement among marketers by making the format more creative, interactive and targeted.

Print experienced a whopping 10% fall to £1.1bn in UK ad spend in 2016. Direct mail also struggled, with an even steeper 10.4% fall to £1.71bn. TV, meanwhile, saw flat 0.2% growth to £5.27bn, which is forecast to turn into a 0.5% decline by the end of 2017, according to the AA/Warc’s annual Expenditure Report. Compare this to the 13.4% rise in internet ad revenues (£10.3bn) and the 45.4% increase in mobile ad spend (£3.86bn) for 2016, and there’s clearly a stark difference. However, it isn’t all doom and gloom for the so-called traditional advertising channels.

Read more

Portugal: Mop is close to winning the 15 year tender for the city of Lisbon advertising concession

The preliminary report issued by the city's tender jury states Mop as the winner of the 2 allotments included in the tender. Previously held by JCDecaux and Cemusa for the past 20 years, the tender was very competitive contest involving several companies including the two incumbents.

Essencially based on a financial criteria the tender also aims to significantly improve the quality and balance of out-of-home adverting in the city as it foresaw a reduction in the number of structures present in Lisbon as well as a total remodeling of the city's advertising space with new structures (digital and non-digital) much more homogeneous as well as a more balanced and orderly distributed throughout the city.

The tender included 2 allotments, one for about 3,000 supports for mupis format (100 of them digital) and another for about 130 large digital formats, both won by MOP.

Reference of news in portuguese news (in portuguese) http://www.jornaldenegocios.pt/empresas/media/detalhe/mop-perto-de-ficar-com-publicidade-exterior-em-lisboa

AMERICAS NEWS

USA: How Out of Home Advertising is Using Data

Big Idea: Out of home advertising is transcending into the digital ecosystem, adopting new tools for using data responsibly, while providing privacy protections in concert.

Heard at DAA Summit 2017…

Digital advertising never stops innovating — take, for example, the out of home ad market.

As out of home advertisers find new ways to embrace digital tech, they are increasingly relying on the bread and butter of digital advertising: data. And as leaders in out of home advertising look to a data-based future, they are also dealing with questions around privacy — a novel issue for what is perhaps the ad industry’s oldest medium.

Read more

USA: PwC: OOH Has Strongest Outlook of Traditional Media

According to the Price Waterhouse (PwC) latest annual Entertainment & Media Outlook report, with projections for online and offline media advertising through 2021, OOH has the strongest prognosis of the traditional media types.

Overall, OOH ad revenues are predicted to grow from $9.2 billion last year to $11 billion in 2021, with a 2016-2021 compound annual growth rate (CAGR) of 3.7 percent

Read more

USA: DPAA Unveils Preliminary Agenda for 2017 Video Everywhere Summit

The Digital Place Based Advertising Association (DPAA) unveiled its preliminary agenda for its annual Video Everywhere Summit in New York on November 1. Sharing the stage at the all-day event -- part of the annual New York Digital Signage Week® (October 30-November 3) -- will be thought leaders from leading brands and agencies, along with prominent journalists and authors. Registration is open.

The Summit, to be held at the iconic Roosevelt Hotel, will bring together nearly 800 delegates representing brands, agencies, digital out-of-home networks, ad tech, mobile/location companies, data firms and others from the full spectrum of multi-screen advertising.

The Video Everywhere Summit is the largest one-day event dedicated to multi-screen engagement, mobile/location data and the role of digital out-of-home advertising in today’s fast evolving media ecosystem. Barry Frey, DPAA President & CEO, will lead the Video Everywhere Summit and conduct one-on-one interviews with select speakers.

Read more

USA: Digital Billboard Weather/Traffic Cams Drive Profits

Durden Outdoor generates revenue by mounting weather/traffic cameras on billboard structures. Insider asked Bill Durden of Durden Outdoor to talk about the project.

Bill, what gave you the idea to mount weather cameras on billboards?

I had this idea back in 2013 but had been told by a few old school media pros that the idea wouldn’t work. Dothan, AL is a small metro and has a county population of around 110,000. When I would go to larger cities like Orlando or Nashville I would notice that during their local news they would always cut to a Department of Transportation web camera (which were normally low resolution) or sometimes even cut to a live Helicopter shot.

Read more

AUSTRALIA NEWS

New Zealand: Outdoor advertising revenue being driven by impressive growth in Digital

The advertising revenue spent through members of the Outdoor Media Association of New Zealand (OMANZ) continues to grow at 29% year on year for the first half of 2017. In the latest quarter, April to June, revenue reached $28.4million, which was 28% up versus the same period last year.

All three individual months in Q2 2017 demonstrated continued growth in total revenue, each more than 25% year on year, with June just shy of $10 million total revenue.

In recent times we have seen a consistent increase in the availability of digital sites in New Zealand. As a result, we have experienced remarkable growth with Digital revenue representing 41.4 % of Jan - June 2017 OMANZ Outdoor revenue. Despite this growth, revenue for static sites has held up extremely well over the same period and is currently just 1.6% down year to date.

Looking at the bigger picture, New Zealand Outdoor advertising has been experiencing constant growth – its share is now 4.6% of the total advertising expenditure (source: ASA 2016). However, this share is still behind other developed countries such as the UK, Canada, France and Australia.

OMANZ General Manager, Derek Lindsay, commented:

“Over the last five years, Outdoor has seen significant increase in demand. With the growth in consumers moving about and travelling more, outdoor advertising holds a greater influence in growing brand messages as it is a medium uncluttered by content and the ability to push a button to avoid the ads! With the increased use of data to provide ROI outcomes, advertisers have, as a result, responded by re-allocating budgets to spend more in the Outdoor medium as a whole.

Looking ahead, we expect the Outdoor medium to continue to grow strongly, helped along in part by the digital demand, with more digital sites becoming available and more advertisers perceiving greater opportunities from the Outdoor format.

Interestingly, when you put together the Outdoor advertising share trends in other global markets along with our current growth in supply and demand here, we predict that Outdoor’s share of NZ advertising revenue to reach 7% by 2020”.

Australia: New Software Allows For Out-of-Home Transparency And Data

Advertisers can now access real-time proof of their classic and digital out-of-home campaign delivery and receive rich data to help evaluate campaign performance, with the launch of a world first aggregated reporting platform in Australia.

Seedooh, a fully independent business, has over the past two years created a highly secure, scalable, cloud-based ‘compliance as a service’ platform for the out-of-home industry. The design and development of Seedooh included an initial phase in consultation with leading global OOH agencies and media owners, followed by deep technical integration and rigorous testing with oOh!media.

The automated and verifiable reporting software is now available as a service to agencies, media vendors and advertisers globally. Beyond simple verification of ‘posting’ or ‘plays’ (which can be viewed in aggregate, or sorted by supplier, campaign, message, time, location etc), the Seedooh platform has been designed to integrate with multiple location-based data sources.

Read more

Australia: APN Outdoor Creates Clever Sneezing Nose Billboard For Otrivin

APN Outdoor has showcased a very clever campaign for GSK’s Otrivin nasal spray in railway stations across Sydney. The campaign is scheduled on APN Outdoor’s innovative XtrackTV, with the technical script creating the effect of a ‘nose’ sneezing when a gush of wind blows through the city tunnel.

Considered a first for the Australian rail environment, the reactive campaign runs across some of Sydney’s busiest platforms, targeting commuters during afternoon peak hour across Central, Wynyard and Town Hall in a season when sniffles, colds and flu are rife. The campaign’s reach will be extended with a package of portrait sides on APN Outdoor’s Transit offering across the eastern seaboard.

Read more

AFRICA NEWS

South Africa: City of Joburg draft OOH bylaws may be unconstitutional

Clearing clutter, removing illegal or dangerous operators and retrieving revenues owed to it are the main aims of the City of Johannesburg, which wants to enforce its latest amended draft out of home bylaws. But several industry players who attended a recent workshop around the regulations have questioned whether they pass constitutional muster. Michael Bratt investigates.

One section of the amended bylaws in particular has some industry players concerned. The part in question states, “An authorised City official may order that a billboard be taken down, if they deem it to be illegal or a danger, without a court order.”

Read more

Nigeria: Excessive charges by regulators are threatening survival of outdoor industry – OAAN president

Outdoor advertising industry is facing plethora of challenges from regulatory agencies to competition. In this interview, the President of Outdoor Advertising Association of Nigeria, OAAN, Babatunde Adedoyin who said he has been able to enthrone unity among members, said the industry is engaging various stakeholders, embarking on research for survival of the industry. Adedoyin, the CEO of MediaView Limited who is re-contesting for presidency at the association’s meeting this week further said outdoor operators are heavily taxed. Daniel Obi reports

If you take a look at recession and OAAN, where is the industry?

Read more

South Africa: Creative is the key to effective OOH

Often the most strikingly visible part of our environment, advertising can enliven a city and add something vital to one's early-morning commute. While not every ad can light up an urban precinct like the immersive displays Samsung used in New York's Times Square to debut its S8 and S8+, or thrill onlookers like Toyota's 100-foot-tall billboard for its RAV4 Hybrid, creative excellence remains a must in the industry. It's curious, however, that best business practice is so often adopted by South African creatives - why do we not adopt internationally recognised design principles, given that we follow textbook guidelines for radio, print and TV? The tried-and-tested formulae of OOH, the world's oldest broadcast media, are just not widely adopted and applied.

Read more

ASIA NEWS

India: Metrics: An OOH (pipe) dream?

As the digital ecosystem continues to march on, the pressure on traditional media like print, OOH, radio and television to keep up with it is only increasing.

However, an elusive Holy Grail in front of every medium is how to devise the best currency or metric that will make everyone, from agency, media owner to the marketer happy. It is a task that has been predominant in discussions and industry get-togethers for a long time but no medium, not even digital, has been able to come up with an answer that is universally appealing.

Let's focus on this discussion with regard to traditional media. When it comes to print and television, we have seen the often intense feelings that discussions on this topic usually engender.

Read more