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EUROPE NEWS

UK: We asked 100,000 consumers worldwide…about OOH

Megin Gauntlett, Senior Insight Executive at Posterscope delves into their planning tool OCS, giving insight on how they understand our global audience and plan resonating campaigns.

OCS – The largest global OOH survey in the world

OCS (Out-of-Home Consumer Survey) is Posterscope’s proprietary planning tool and an integral part of Posterscope’s planning process across the globe. Since its launch in 2005, it has continued to expand and now encompasses over thirty markets and 100,000+ consumers worldwide.

OCS enables planners to efficiently and effectively identify the behaviours and attitudes of relevant consumers and translate these into actionable insights. These insights are then used to inform the most appropriate OOH plan.

The range of topics contained within OCS include, amongst others, the consumer journey to purchase, attitudes towards over 50 different types of OOH (including airport and experiential), and the claimed noticeability of these formats. As the opportunities within the OOH market evolve, so too does OCS – with questions such as ‘topics searched for on smartphones’ and ‘consumer opinion on relevant dynamic digital content’ being amongst those most recently added across all markets globally.

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UK: Giant digital billboard StarLights goes live at Spaghetti Junction

Digital-Out-of-Home media owners Elonex has launched a new giant digital billboard at the UK’s busiest motorway junction, Spaghetti Junction in Birmingham. The new digital billboard, which measures over 4000 square feet, will be known as StarLights.

Designed, manufactured and constructed by Elonex, StarLights consists of two super-size LED HDR (High Dynamic Range) advertising screens.

The screens are positioned to face high volume traffic travelling both north and south at the iconic Spaghetti Junction location, the main route to and from Birmingham city centre and gateway to the entire UK motorway network.

The new giant structure is situated high above the Star City entertainment complex adjacent to junction 6 of the M6, and highly visible from incredible distances went live broadcasting digital advertisements from international brand launch partners DiRT4, British Athletics, Caterpillar and I Saw It First.

UK: The rise of the 48-shit poster

Outdoor ads used to be great. So what happened? Paul Burke investigates

In the beginning There were posters. Paleolithic cave paintings were the forerunners of today’s 48-sheet. The poster is where our whole industry began. It’s the purest and most iconic form of advertising.

Everyone loves a poster

Feast your eyes on these. Advertising at its simplest, most elegant and most effective.

Not everyone loves a poster

Open The Sunday Times Magazine and you expect to see ads. On Classic FM, you expect to hear them. On ITV, you’ll see and hear them. On YouTube, you’ll probably skip them but in all these channels you understand it’s the ads that pay for the platforms they occupy. With posters, that isn’t the case. They’re placed intrusively into public spaces. Nobody asked for them and they cannot be skipped, so don’t we have a duty to make them great? Are we doing that at the moment? Hmm. You tell me.

UK: Rachel Davies Leads MBO at Eye Airports

Airport media specialist Eye Airports has been acquired by its management team and employees, led by managing director Rachel Davies.

The business, which manages advertising and promotional space at 17 UK regional airports, was formed 11 years ago by entrepreneur Andrew Walker, founder of AdGroup.

The majority of shares in Eye Airports have been acquired from AdGroup by Davies and the experienced management team of Andy Mackenzie, James Ager and Karen Whitaker. Shares have also been allocated to members of staff through an Employee Benefit Trust.

AdGroup was founded in 1986 by Walker, who had earlier founded Adbus, which grew to become the second largest bus advertising company in the UK. AdGroup sold its bus advertising interests to US media owner Titan Outdoor in 2006.

Davies worked at bus advertising specialist Decker Media, which was acquired by AdGroup, before moving into airport advertising as operations director for Airport Partners and then concessions director for Eye Airports. Harrogate-based Eye Airports recorded a turnover of £1.75m in 2016.

She said: “This is a once in a lifetime opportunity for me and the team and we’re looking forward to driving further growth. I'm immensely proud that other long-standing employees of the company are becoming shareholders too. This gives the best incentive possible to work together and take the company from strength to strength.”

Walker, who will remain involved with Eye Airports as non-executive chairman, said: “Rachel and her management team thoroughly deserve this fantastic opportunity with the Employee Benefit Trust to become the majority shareholders in this creative and increasingly digital advertising business.”

Eye Airports manages advertising at UK regional airports including Newcastle, Bristol, Exeter, Southampton, Inverness, Humberside, Derry, Norwich and the Highlands and Islands group.

UK: Mobile and OOH combine for new Ford campaign

Out-of-home specialist Primesight has partnered with adtech firm RadiumOne to integrate a new out-of-home campaign with mobile targeting.

The campaign for Ford's latest Fiesta model is able to target people based on both their location and their content sharing behaviour, allowing anyone that comes close to a billboard to be served a mobile display ad - so long as that person has already shared or engaged with content online that is relevant to the campaign. The process works by fusing location data from mobile and OOH planning tools - in this instance from Route - with online sharing data to find the right audience profiles.

Rachel Moore, Ford’s media manager, said: “We were drawn to this opportunity as it allows us to combine our OOH and mobile campaigns by including an additional layer of audience targeting to facilitate conversions."

Ireland: BroadSign International, LLC Selected by Adtower Digital Media for Digital Out-of-Home Across Ireland

Leading Irish out-of-home network to use BroadSign’s automated digital signage software to power over 300 sites

BroadSign International, LLC, has been selected by Adtower Digital Media, Ireland’s leading digital media company for out-of-home, to power its digital ad-based network.

Adtower will use BroadSign’s secure and reliable automated digital signage software to power its displays in gas stations, convenience stores and other retail locations across Ireland. The initial deployment will consist of 150 retail locations and will increase to 300 locations by the end the year. Following a €1.5 million capital investment, Adtower is set to further expand into the Northern Ireland and UK markets by Q2 2018.

“The partnership with BroadSign is a significant step for Adtower Digital Media as it marks the effective introduction of real-time content management to advertising in Ireland,” said Vincent Whelan, Managing Director at Adtower Limited. “It is a very exciting innovation for the market and means that advertisers using our digital out-of-home platforms will be able to instantly manage their content and make a decision to replace it within minutes.”

Adtower’s digital units and large full-motion screens reach more than 4.4 million viewers per two-week cycle. Global brands including Ford, Virgin Media, Vodaphone, Pepsi and more, use Adtower’s high visibility and dramatic design to connect with their target audience moments before they enter the store.

“We are eager to work with Adtower to grow the digital out-of-home market in Ireland,” said Maarten Dollevoet, Vice President of Global Sales at BroadSign. “With their premium placement and our automated software, advertisers will have the creativity and flexibility necessary to truly engage their audience.”

AMERICAS NEWS

USA: Clear Channel's Andy Stevens on Perfecting Out of Home Measurement

Clear Channel Outdoor Americas has improved its RADAR OOH (Out of Home) insights and analytics tool by adding Cuebiq's real-time mobile analytics and location data. The value? Location, location, location.

More technically, "location insights and footfall attribution analysis based on aggregated and anonymized mobile location data, to identify audiences exposed to CCOA's printed and digital billboards," says Andy Stevens, Senior Vice President Research, Insights and Analytics, Clear Channel Outdoor, where he is tasked with developing strategies to drive ROI growth for the company and its clients. In this exclusive interview, he provides details on this ground-breaking initiative.

USA: Q&A: Shaping Metrics for Out-of-Home Advertising

By Ana Gaona

I recently had the honor to interview a global citizen, proficient in 9 languages, and OOH influencer, Matteo Ceurvels, Multilingual Digital Strategist & Marketing Researcher at eMarketer. He has 8+ years of experience in managing multiple global accounts and building strategic communications and marketing initiatives within the private and public sectors.

You have almost 10 years’ experience in OOH, what fascinates you most about this industry? How did you start your journey?

"During my undergraduate years, I studied Political Economy, under the umbrella of Latin American studies, with a particular interest in bilateral relations between the Middle East and Latin America. I also have a Spanish degree and always joke around by saying, "Don Quixote led me into the digital world.” One thing I found quite important after studying these two regions was to find ways in which to debunk cultural stereotypes and reposition them within each respective market."

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USA: WPP invests in US-based start-up LOOM Media

WPP’s global out-of-home media and experimental market division, tenthavenue, is investing in US-based start-up company LOOM Media, which specialises in creating opportunities for brands to sponsor urban innovation.

The FTSE 100 advertising agency said the investment continues its strategy of diversifying and developing new channels to connect clients and consumers, such as out-of-home media and experiential marketing.

Brazil: Natura Grows Online Sales by 150% with Programmatic; Havas Mexico Presents OOH Solution

Brazilian cosmetics brand Natura has increased their online sales by 150% after doubling their investment in digital media, including programmatic solutions; Havas Mexico introduces out-of-home solution using data analytics and geolocalisation for audience targeting in the entire country; and Gotchosen launches social media environment platform in Brazil, after partnering with the local DMP Tail and Smart Adserver.

Natura grows online sales by 150% with digital & programmatic strategy

The Brazilian cosmetics brand Natura grew their online sales by 150% in the second quarter of the year, also increasing their average ticket in their e-commerce website. João Paulo Ferreira, president, Natura, attributed the growth and the jump in their online traffic to the investment in programmatic media and targeted ad campaigns in social media. Speaking to Valor Economico, Ferreira highlighted the media strategies recently implemented by the company, with direct impact in the product offerings and relevant content to each consumer.

The company has increased their digital budget in more than 100%, when compared to last year’s numbers.

USA: National Geographic’s Photo Ark Reaches Millions

This summer, millions will see National Geographic’s rare animal photos on billboards and other out of home formats.

On May 19, 2017, Endangered Species Day, the National Geographic Society and members of the Outdoor Advertising Association of America (OAAA), launched a groundbreaking OOH campaign driven by user generated content and featuring a range of animals at risk shared via the hashtag #SaveTogether.

Here is an update on the billboard industry’s partnership with National Geographic’s Photo Ark campaign, led by award-winning photographer Joel Sartore:

Australia: Out-of-home Campaign To Shine A Light On Missing Aussies

The Outdoor Media Association (OMA) and its members have launched a national out-of-home (OOH) campaign to shine a light on the 38,000 people who go missing each year – of which, 19,000 are young people aged between 14–17 years – for National Missing Persons Week (NMPW).

The 2017 campaign marks the ninth year that the Outdoor industry has supported NMPW in New South Wales, and the third year in partnership with the Australian Federal Police. “We are proud of this partnership, and while ours is only a small gesture, by broadcasting critical information about missing loved ones, we are able to raise awareness with one simple goal in mind – to help bring them home,” said Charmaine Moldrich, CEO, OMA.

Australia: Carlton Draught Plays Favourites With Iconic Regional Cities Via oOh!media

Using oOh!media’s reach in regional Australia, Carlton & United Breweries (CUB) has launched a hyper-localised out-of-home (OOH) campaign in 10 cities and towns in NSW, Victoria and the ACT for Carlton Draught.

The light-hearted classic roadside billboard campaign touches on various historical themes, rivalries, and traditional exports of some of Australia’s most iconic regional cities and towns, including Wagga Wagga, Ballarat, Bendigo and Wodonga.

Australia: Melbourne’s North Comes Alive With QMS And Daktronics

Melbourne’s North Comes Alive With QMS And Daktronics* Two new LED digital displays installed in 2017 brings prime messaging opportunities Daktronics has partnered with QMS Media Limited, a leading outdoor media company in Australia and New Zealand, to bring two new iconic digital billboards, ‘The Eastern II’ to Melbourne’s Eastern Freeway in Clifton Hill and ‘The Northern’ on the Metropolitan Ring Road in Fawkner.

QMS CEO Barclay Nettlefold, said “We are delighted to further expand our quality digital portfolio and continue to offer advertisers premium coverage across highly sought after areas of Melbourne. I’m excited to see the North come alive and the unique opportunity now provided to our clients to target commuters on both their inbound and outbound journeys on the Eastern Freeway, through the superior landmark digitals now available.”

The Eastern II display spans three lanes, measuring 4.02 meters high by 12.07 meters wide and featuring 10-millimeter line spacing. Along the busiest stretch of freeway, it ensures unparalleled viewing and extended dwell times for motorists to deliver messages to an audience of 1.8 million per month.

The Northern display features the same line spacing and measurements as the Eastern II display. It is strategically positioned at the entrance to the Hume Freeway, one of Melbourne’s busiest connector corridors to deliver messages to an audience of 1.5 million per month.

“Daktronics and QMS have worked closely together over recent years to develop many exciting digital billboards installations,” said Blair Robertson, Daktronics sales representative. “Congratulations to the professional team of experts including project development and project managers, structural, mechanical and electrical engineers, and lighting and planning experts. The expertise and teamwork shouldn’t be underestimated when developing complex sites to meet operational excellence and safety standards.”

Daktronics LED video and messaging display technology offers a long lifetime with consistent, industry-leading performance and low power consumption, providing value and excitement for years to come.

ASIA NEWS

India: OAA 2017 winners awarded

26 different companies won the awards. Madison won 3 Golds, while DDB Mudra Group won 2 Golds. Overall, Madison OOH won 11 metals, while DDB Mudra Group won 6. Posterscope, Rapport Outdoor Advertising, Atin Promotions & Advertising, Tribes Communication and Interspace Communications won 3 each.

The Outdoor Advertising Awards (OAA) 2017 show, held at the Renaissance Mumbai Convention Centre Hotel, Powai, Mumbai on July 29 evening, turned the spotlight on the best works that were executed on the Indian OOH landscape during the period April 1, 2016 to March 31, 2017. At the well-attended show, the OAA 2017 metals were given away to the winners of the contest in different categories.

India: JCDecaux bags exclusive advertising rights for Bengaluru’s The collection, UB City

With this deal, the outdoor advertiser enters the mall-advertising segment in India. It already has exclusive advertising rights for 2,073 malls in 29 countries in America, Europe, Middle East and Asia

Outdoor advertising company JCDecaux has now entered the mall-advertising segment in India with exclusive rights to advertise at The Collection, UB City in Bengaluru. After getting the exclusive advertising rights for Bengaluru Airport, Chennai Metro Trains and AEL Delhi along with owning over 3,000 Citylights in Delhi and 300 in Mumbai, The Collection, UB City is yet another addition to the company’s portfolio in India.

JCDecaux also possesses exclusive advertising rights for 2,073 malls in 29 countries in America, Europe, Middle East and Asia.

India: Sharath Chandra appointed President of Times OOH as Arghya Chakraborty moves on

Times OOH will be seeing a change in hierarchy come September. Arghya Chakraborty, who was President of Times OOH, has decided to move on and will be replaced by Sharath Chandra, former Chief Revenue Officer (CRO) of Times OOH.

Speaking to exchange4media, Chakraborty said, "It has been a great four years in Times OOH. We have seen revenues increase by 85 per cent and the company seems to be on a growth path. I would like to thank all our clients, agencies and partners for their support in this journey."

Though he did not reveal where his new destination lies he did tell us that he would be associated with Times OOH till mid September.

India: Why Indian OOH agencies are lagging behind in digital innovation

Though the future is digital, it seems our outdoor advertising agencies are a little wary of digital innovation. Industry veterans explain the reason behind it The OOH advertising sector in India is one of the main contributors to the growth of advertising. And along with its online counterpart, it has changed the market dynamics of the advertising industry.

It has also given completion to traditional media such as print and TV, which has led advertisers to focus on OOH as a medium for higher growth. Today, outdoor advertising is not just restricted to billboards but new options such as transit media and mall kiosks. Digital media has also come up with a variety of options for the advertisers to choose from. Businesses are looking at purchasing advertisement space out of different options available for more business impact.

FEPE OOH News 3rd August 2017