EUROPE NEWS

UK: Seasons Greetings from all at FEPE!

Thanks to all our Sponsors, National OOH Associations, Congress speakers, exhibitors, delegates, friends and colleagues who have made 2017 a great year for FEPE.

We wish you all a Happy holiday season and a very successful 2018. We are looking forward to seeing you all in Sorrento (see below).

The next newsletter will be in your inboxes on Jan 4th

Best Wishes,

The FEPE Board, John, Bob, Mark, Richard, Anna and Giangi

FEPE: Early Bird Booking continues for the 2018 annual Congress in Sorrento

FEPE International is to hold the next FEPE annual Congress in Sorrento from June 6th to 8th 2018.

The Congress, which will take place at the Hilton Sorrento Palace (pictured), will welcome more than 300 delegates to a wide-ranging event including a full conference programme covering all the key issues of the day, the announcement of the 2018 FEPE Creative Awards and a full exhibition space.

As ever the Congress will provide superb networking opportunities and a range of challenging and stimulating content exploring the broader and fast changing media environment in which Out of Home is playing a fundamental and expanding role. With Out of Home taking a greater share of media budgets in many territories across the world, the medium is now recognised as an increasingly dynamic and core element of many brands’ promotional expenditure.

Delegates will have a unique opportunity to exchange ideas and gain a worldwide perspective on how OOH is developing. The importance of creativity will once again be highlighted with a number of awards, including the FEPE Creative Award and further accolades for Life Achievement, Leadership and Technical Innovation.

FEPE President Tom Goddard says: “Every year the FEPE International Congress gets bigger in terms of delegate numbers from across the world and better, we hope, in its content. It’s a unique and uniquely valuable event in Out of Home and we look forward to welcoming old and new friends in Sorrento.”

For further information and booking form visit worldooh.org

UK: JCDecaux passes PWC digital play-out process audit

Digital Out-of-Home (DOOH) firm JCDecaux has had its digital play-out verification process successfully, independently audited by PricewaterhouseCoopers UK (PwC).

The audit covers JCDecaux’s delivery and reporting of UK digital campaigns, meeting advertisers’ requirement for transparency in digital media.

PwC audited the end-to-end process of JCDecaux’s proprietary media planning and booking platform, SmartBRICs for the three months ended 30 September 2017. The audit was conducted in accordance with ISAE 3000 Assurance Engagements other than Audits and Reviews of Historical Financial Information issued by the International Auditing and Assurance Standards Board.

JCDecaux said the compliance audit is evidence of its commitment to providing quality and value to its partners and was an integral promise in its brand first charter BranDO launched at the IAB Digital Upfronts in October this year. BranDO comprises guidelines on the issues of viewability, measurement, accountability, transparency and brand safety, providing a benchmark for DOOH as JCDecaux moves towards a more automated delivery model.

France: JCDecaux renews and extends its advertising street furniture contract in Nice Côte d'Azur Métropole for 18 years

JCDecaux S.A. has announced that, following a competitive tender, it has renewed and extended its advertising street furniture contract for bus and tram shelters in Nice Côte d'Azur Métropole (Nice, 4th in the global smart city ranking* and France's 5th largest city; Métropole's population: 536,300), for 18 years.

Representing a total of 1,082 advertising panels, the contract covers the design, installation, upkeep, operation and maintenance of 288 single and double-sided bus shelters in the city of Nice, 115 shelters at 44 tram stations across the Métropole (39 shelters for line T1, 52 for line T2 and 24 for line T3) and 11 panels providing local information on line T1.

Ireland: Alcohol labels to display cancer links under new regulations

Minister for Health insists new labelling rules will include alcohol sold at airports

Health warnings about alcohol, its ingredients, calories and links to cancer will take up one third of the space for labels on bottles and cans after Minister for Health Simon Harris accepted amendments to drinks legislation.

The controversial Public Health (Alcohol) Bill, which tightens down on the sale of alcohol, initially provided for labelling through regulation but Mr Harris accepted amendments from Independent Senator Frances Black. The label warnings will be in both Irish and English. He also accepted a proposal from Labour Senator Ged Nash that all alcohol advertising must include health warnings about the link between drink and cancer.

UK: Next Generation Perimeter LED Technology Transforms Elland Road Stadium

Leeds United FC to Become First Club to Deploy Virtual Hybrid Perimeter Technology

EFL Championship football club, Leeds United, have taken the ground-breaking step of installing a new Virtual Hybrid perimeter LED display. The new system combines ADI’s industry leading LED hardware with Supponor’s advanced augmented reality technology, making it possible to deliver traditional LED content to fans in the stadium, whilst virtually overlaying the content seen by international viewers.

Next Generation Technology The system completely transforms the way Leeds United and their partners could engage with fans around the world by making it possible to localise messaging for individual territories. As part of a wider digital transformation being delivered by ADI, Leeds United intend to become the first UK club to commercially deploy the breakthrough technology which, earlier this year, won top innovation honours at both the 2017 Sports Business Awards and the Football Business Awards.

The new perimeter display surrounds all four sides of the pitch, and features an integrated crowd facing LED strip, enabling Leeds United to develop a more flexible commercial model that provides a platform for local, national and international partners.

Netherlands: CUENDE wins first International Microsoft & ESOMAR Hackathon

Last FEPE Technical Innovation Award winner, Daniel Cuende of CUENDE Infometrics, has been recognized by MICROSOFT and ESOMAR as the Best Analyst in the first ever INTERNATIONAL HACKATHON CHALLENGE of Market Research in Big Data.

On 11 and 12 September, the first International HACKATHON Challenge organized by ESOMAR and MICROSOFT took place at the 70th ESOMAR Congress in Amsterdam. Leading Big Data experts and worldwide market research professionals took part in the competition. Participants were challenged to discover insights with three sets of Big Data, and from them to extract a winning strategy.

Canada: A bolder, brighter Broadsign

You may have noticed a little something different about us: a bolder, brighter Broadsign, ready to light up the world, one screen at a time.

When the idea for Broadsign was born 14 years ago, our founding goal was simple: to make it easy to play content on screens.

Yet as our company grew – and as our partners, customers and the industry grew – it has evolved into so much more. Today, we live in a world where digital and real-life experiences collide to drive growth, build excitement and prompt innovation. Where screens inspire conversation and connect communities. Where bold creativity leads to bright ideas.

This world has lead to impressive growth in DOOH and as the industry continues its upward trend, we’re continuing to evolve with new, innovative approaches to not only manage and deliver content to screens around the world, but to also make it easier for publishers and agencies to buy and sell digital advertising inventory.

USA: 13 Brilliant Outdoor Ads That Stopped People in Their Tracks in 2017

The coolest executions from a great medium We’re always a sucker for good out-of-home advertising, and there was plenty of it in 2017.

From Spotify’s playful data-driven billboards to Netflix’s site-specific Narcos ads, the 13 campaigns below reminded us just why we love this medium. In no particular order, some of our favorite OOH ads of the year:

Spotify

The streaming music service had a big hit in 2016 with its data-driven billboards for the holidays, so it rolled out a sequel this year—a series of outdoor ads (made in-house) that turned quirky data points and trends about its users’ listening habits into playful, witty headlines.

USA: Growth Trend For OOH To Continue Through 2018

The growth trend of OOH, which now stretches across 30 consecutive quarters, is projected by MAGNA to continue at least through 2018.

Their December 2017 report projects a healthy 2017 finish of +1.6 percent for OOH, followed by an even stronger 2018 at + 2.5 percent.

MAGNA cites digital OOH as the largest growth driver for the channel, and highlights the importance of the expansion of the digital platform in the street furniture, transit and place-based categories. The chart below showcases the continuing strength of OOH in a media industry marred by the disruption of digital online media.

USA: 6 Savvy Uses of Digital That Made Out-of-Home Ads Stand Out in 2017

Digital marketers like to talk a big game about programmatic, mobile and social advertising.

And for good reason—eMarketer expects for U.S. digital advertising to make up $83 billion this year. But there’s also $29 billion up for grabs for out-of-home advertising in the United States—an industry ripe for digital innovation, as static billboards on the side of highways become more digital.

From pulling in real-time data feeds to personalizing creative on the fly, marketers like McDonald’s and Mazda found interesting ways to weave digital into their out-of-home ads this year. Here are a few ways marketers experimented with their out-of-home ads in 2017:

Australia: Out-Of-Home advertising market tipped to hit $1 billion in 2018

Out-Of-Home advertising, which includes billboards and street marketing, is expected to be worth more than $1 billion for the first time in 2018.

The growth will largely come on the back of the rise in digital outdoor marketing, which is likely to account for 55 to 60 per cent of the entire OOH market's revenues by 2020, Dentsu Aegis Network's OOH advertising agency Posterscope managing director Bryan Magee predicts.

Australia: oOh! Media creates interactive Christmas ‘wish list’ smartscreen for Swarovski crystal

oOh! Media is offering shoppers a digital gift list service through its interactive advertising screens in conjunction with Havas and crystalware maker, Swarovski, as this year’s Christmas shopping season reaches its peak.

Using the interactive EXCITE panels launched by Ooh in 2015, shoppers can navigate through Swarovski’s Christmas range, select preferred price points and add their favourite items to a gift wish list they can then share with their loved ones.

Australia: Smart cities, new trading models and automation - out of home predictions 2018

By Posterscope managing director Bryan Magee

This year has been another action-packed year in out of home (OOH). Over the course of the year OOH has seen more examples of dynamic digital campaigns on the streets, headway being made into better usage and application of data, and there has been a marked progression towards acheiveing greater accountability.

Looking ahead to 2018, let’s take a minute to reflect on the insights garnered from OOH and hone in on the trends, technology and market factors we predict will come to the forefront in Australia in 2018.

India: #FeelPerfection: Times OOH unveils gripping promotion in Mumbai

A stand-out visual activation at Mumbai Chatrapati Shivaji International Airport for the high-spec tyre, Perfinza, made by MRF, has gained much attention from travellers and has had strong traction on Twitter.

India’s leading outdoor advertising agency, Times OOH – which has the exclusive advertising concession inside, and in the immediate vicinity of, the airport – has put the display together in association with digital creative agency, The Social Street. It consists of a structure/display representing the outline of a luxury car where the shape is determined by suitably-positioned LED light rods.

FEPE OOH News 21st December 2017