FEPE OOH News 17th August 2017

FEPE OOH News 17th August 2017

 

EUROPE NEWS

UK: Piccadilly Lights: Physical Installation Complete

The journey of LED display cabinets from Brookings, South Dakota, to London’s iconic Piccadilly Lights location is complete.

The new massive, curved 4K LED display has been put into place on the building side in London’s Piccadilly Circus. This final cabinet was put in place last week completing the physical installation that has been underway all summer.

We’ve been keeping track of the installation on our website at www.daktronics.com/piccadillylights and updating the following graphic to show the progress. We’re excited to show the 783+-square-meter display has been completely installed! The location now features a single display using a tight 8-millimeter line spacing in the place of multiple different displays.

Up next, a number of testing, connections and other service functions will take place before the fully-operational display is revealed this fall. Check back for updates or visit our website to keep up with this exciting project as we move closer to seeing the revamped Piccadilly Lights for the first time!

UK: JCDecaux launches Paddington Tower

The Paddington Tower is now live, becoming the latest addition to the premium state-of-the-art digital channel, The West London Towers.

Located on a key arterial route into the capital, the Paddington Tower is unmissable to those traveling on the A40, capturing an affluent West London audience travelling along the ‘wealth corridors’ to and from surrounding areas such as Oxfordshire and Buckinghamshire.

The Paddington Tower provides brands with the opportunity to communicate their message on 43m2 of digital advertising space, which delivers 11 million viewed impressions annually.

The addition of the Paddington Tower to the West London Towers increases the channel’s digital screen count to 17, generating 5.1 million weekly viewed impressions.

UK: BT's group brand director on digital transformation and the increase of beacons and tracking in OOH

Claire Sadler is group brand director of BT Group who serve millions of customers across consumer, business and public sector markets. Her responsibility lies in marketing, brand experience and guardianship across all the BT Group brands.

BT is unifying its consumer-facing and B2B brands under one singular strapline, ‘Be There’. Putting an emphasis on the the role communication plays in people’s lives. The overall campaign will be supported by investment in out of home.

Talking about OOH ahead of her role as a judge for The Drum Creative Out Of Home Awards, Sadler speaks out about digital transformation, mainlining the balance between short-term and long-term growth and how as digital signage increases, so will the use of beacons and tracking in OOH.

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UK: From the idea to the big screen: Women's Aid

Got a killer idea but not sure how to get it off the ground?

Simply enter Ocean Outdoor's 2017 digital out of home creative competition, run in partnership with Campaign.

You come up with a winning concept, Ocean will help make it reality on its network and Campaign will make you famous. Easy. The glory starts at an awards ceremony where you will be feted in front of a 500-strong audience and on Britain's biggest (20m x 26m) screen at London's BFI iMax.

We're bringing you inspiration over six weeks from past winners who have seen their entries go from an idea to the big screen. This time: WCRS/ Women's Aid.

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UK: Exterion Media branches out into experiential with dedicated offering

Out-of-home specialists Exterion Media has launched an all new experiential offering with launch partners including National Rail, Westfield, London Designer Outlet, Wembley Park and Transport for London.

Exterion Live will offer campaign management across five key sectors; transport, retail, urban, sports and entertainment, allowing it to build on existing advertising partnerships – such as bringing Game of Thrones promotion into the heart of King’s Cross St Pancras tube station on behalf of Sky Atlantic as part of a portfolio of sites across the tube and mainline network.

Dave King, managing director at Exterion Media, said “We’ve seen a huge demand for experiential from our clients in the past six months, particularly after the launch of Hello London, our world-class partnership with TfL. Exterion Live will enable our clients to amplify their Out-of-Home campaigns and deliver shareable and memorable experiences beyond the poster to consumers. Exterion Live is a true end-to-end service for our clients, offering everything from access to creative, production and on the day logistics.”

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UK: WCRS director of technology and innovation on out of home advertising and how AR has changed the playing field

Out of home advertising has been making fast changes and progress over the past few years, especially in the digital space but according to director of technology and innovation at WCRS, Dino Burbidge, there is still space for traditional OOH.

Digital is boundless but it is overly misused and sometimes paper and paste get the job done. Talking to The Drum ahead of his appointment as a judge for the Creative Out Of Home Awards 2017, Burbidge speaks candidly about OOH and how augmented reality (AR) has changed the playing field.

What has been the most innovative thing you have seen from the industry this year? What has really impressed me is augmented reality. It is fundamentally going to change the game and that is something I rarely say.

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AMERICAS NEWS

USA: Are You Missing Out on OOH Revenue?

Do you serve the out-of-home advertising market with wide-format and digital signage? If you’re not, you could be missing out on a significant source of revenue.

According to a new report by MAGNA Intelligence and Rapport, OOH advertising is a US$29 billion market, responsible for approximately 6% of the $500 billion global advertising spend. And if that’s not enough, according to that MAGNA study, OOH’s revenue is expected to grow by 3% to 4% per year in the next five years to reach US$33 billion by 2021.

For this study in particular, MAGNA conducted surveys in 22 key markets including China, Argentina, Australia, Belgium, Canada, Denmark, France, Germany, India, Italy, Japan, Malaysia, Mexico, Netherlands, Norway, Philippines, Russia, Singapore, Spain, Thailand, United Kingdom and the United States.

The study revealed that OOH’s market share will increase to 10% to 12% in some countries (including France and Russia), compared with other media categories including Internet, TV, print and radio. OOH market share has remained stable in the last five years, hovering around 6%.

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Canada: Branded Cities Acquires Clear Channel Canada

Branded Cities Network Acquires Clear Channel Outdoor’s Interest in Clear Channel Outdoor Canada Establishing 100% Ownership of its Premium OOH Canadian Assets

Branded Cities Network (“BCN”), a premier Out-Of-Home and iconic media company in North America, is proud to announce the strategic acquisition of Clear Channel Outdoor’s 50.001% interest in Clear Channel Outdoor Canada – thereby becoming the 100% owner of Clear Channel Outdoor Canada (“Clear Channel Canada”). Through such acquisition, BCN further increases its North American footprint.

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USA: The behind-the-scenes story of a simple outdoor advertising sign that has helped locate 334 missing children

USA Today recently published a full-page story in the USA Today Sports Weekly magazine about Jacksonville-based nonprofit The BairFind Foundation - Minor league ballpark signs raise awareness on missing kids.

Founded by former minor league pitcher Dennis Bair in 2010, the nonprofit features more than 1,000 missing children every night on its concourse stadium signs in minor league ballparks.

"It is sports marketing — we are leveraging the power of sports," is how Dennis described BairFind in the article. "Minor League Baseball has been our proving ground. We're doing something the families cannot do for themselves, which is to get pictures of their missing children out there to millions."

MECLABS Institute took on BairFind as a pro bono Research Partner after the 2016 baseball season to, in addition to optimizing the nonprofit's website, optimize its signs as well.

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Brazil: JCDecaux Signs the 10-Year Advertising Concession Contract for the Sao Paulo Metro

JCDecaux SA has announced it will sign tomorrow the 10-year contract for the Sao Paulo metro advertising concession. This follows the contract win announcement made on 28 June. The exclusive contract covers the installation, operation, maintenance and management of advertising on the blue (Line 1), green (Line 2) and red (Line 3) metro lines in Sao Paulo, Brazil’s economic capital.

As well as this presence on the three main metro lines, JCDecaux will also exclusively operate the sales and marketing advertising of the lila (L5) line stations, until the next attribution of its concession, hence having full coverage of 59 of the network’s 67 existing stations. The Sao Paulo metro, which opened in 1968, was fully renovated in 2015 and is now used by over 4 million passengers during the work week.

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AUSTRALIA NEWS

Australia: oOh!media delivers double-digit first half profit growth

oOh!media chief executive Brendon Cook is confident the out-of-home advertising sector can continue to grow after a bumper year, with investors confident the company's new partnership with Quantium will help it take greater share.

The out-of-home advertising business shook off the collapse of its proposed merger with rival APN Outdoor to report net profit up 22.5 per cent to $7.3 million in the six months ended June 30 from the year-earlier period.

Revenue rose 18 per cent to $173 million, compared with $146.6 million in the year-earlier period. Earnings before interest, tax, depreciation and amortisation lifted 19 per cent to $31.9 million.

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Australia: APN Outdoor Retains Adelaide Metro Tender

APN Outdoor has announced another successful tender win, this time for the Department of Planning, Transport and Infrastructure’s Adelaide Metro contract.

The new contract encompasses the advertising rights for nearly 900 buses, 24 trams and 136 train cars across the city and CBD. APN Outdoor has held the Adelaide Metro contract since 2005, encompassing a range of transport formats.

This one contract gives total coverage to all areas of metropolitan Adelaide and the city, incorporating the depots of Morphettville, Mile End, Port Adelaide and Glengowrie, plus through separate agreements, the South Australian regions of Mt Barker, Mt Gambier and Port Pirie.

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Australia: Advertising self-regulation 'under constant threat', warns outgoing AANA chief

Self-regulation of advertising is under constant threat by government and could lead to “piecemeal regulation”, outgoing AANA boss Sunita Gloster has warned.

In her final interview with AdNews before taking up a post as chief commercial and strategy officer at Ten, Gloster warned if different stakeholders do not band together to protect the system and find consensus over contentious areas of advertising, the ability to self-regulate could become eroded by various different agendas pulling in different directions.

“Advertisers' right to self-regulate is continuously under threat and the many submissions and initiatives we have taken together with our industry partners to defend that right are the real achievements,” Gloster tells AdNews in an exclusive interview.

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AFRICA NEWS

South Africa: The critical role of out-of-home in the marketing mix

With almost two-thirds of all consumer purchases made within half an hour of being exposed to Out-of-Home (OOH) advertising, it's time to revisit the critical role the medium plays in the broader marketing mix. Roadside Outdoor Audience Data (ROAD) now provides rich data on the consumption and impact of billboards, and integrated with other media stats allows brands to further craft effective, integrated campaigns. OOH should play a key role in this space, argues Howard Lonstein, Marketing Manager for Outdoor Network.

When it’s possible to map the customer journey in intimate detail (turning on the TV over breakfast, passing billboards driving to work, surfing the web during the lunch hour, paging through a magazine at the dentist, listening to the radio on the way to gym), thanks to social listening tools and other data sources, it’s clear that marketing is entering a new era. Knowing where consumers go, what they pay attention to, what they need and where they shop gives us unique insight into how to reach them, and how we can customise messages to engage them in the most relevant way as they go about their day-to-day business. This makes media placement easier – and it also changes our approach to OOH enormously.

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ASIA NEWS

Malaysia: IPG Mediabrands launches OOH network Rapport in Malaysia

IPG Mediabrands has launched Rapport in Malaysia, a global specialist network agency in the out-of-home (OOH) sector.

According to the network, the launch of Rapport strengthens IPG Mediabrands’ offering in Malaysia, ensuring a complete service to its clients that will focus on integrating outdoor advertising, mobile, digital and emerging technologies. With this launch, Rapport will be the first OOH specialist in Malaysia to offer an approach that includes mobile and digital, beyond traditional OOH formats. Malaysia is only the second market in Asia to carry the Rapport service.

Leading Rapport in Malaysia as managing director is Hor Jian Tsin. He will lead a specialised team capable of understanding the connections between brands and the behaviour of its consumers, within a rapidly evolving industry such as OOH. Hor reports directly to Bala Pomaleh, CEO of IPG Mediabrands, who is highly experienced in the OOH sector in Malaysia.

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India: Kinetic India highlights the features of Smartron srtphone through OOH

Kinetic WW India, a global leader in contextually connecting and activating audiences on the move; associated with Smartron srtphone, the truly Indian, IoT based smart device company.

The association was to create brand awareness and showcase product quality through OOH and experiential media tiggering the amplification of activity. Decoding the brief using ‘Aureus’, a state-of-art planning tool and clearly defined the role of OOH, the media strategy adapted was to build quick impact and brand registration in top 11 cities during the period of 20 days.

Having the deep dive of the OOH landscape in the given cities, key impressive properties and large formats were considered covering significant stretches and utilising the individual communciation lines – building OOH corridors for the brand.

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