EUROPE NEWS

FEPE: GDPR and the FEPE Newsletter – Please read

With the EU legislation (General Data Protection Regulation) coming into effect soon we will soon be writing to everyone on our newsletter list to ask you to confirm that you still wish to receive the weekly newsletter.

All that will be needed is a couple of clicks and we would urge you to please comply with the process.

Anybody who has not responded by May 25th will be removed from our database and will need to rejoin our newsletter list by following the instructions that will be on our homepage.

Thank you in advance for assisting us with this process.

Mark Flys, General Secretary, FEPE International

UK: JCDecaux launches a powerful new digital channel at London Bridge

JCDecaux has extended its digital offering in London with the launch of Motion@LondonBridge – seven state-of-the-art full motion digital landscape screens at London Bridge station.

Bringing a new opportunity for brands to target affluent audiences as they shop, eat and socialise, Motion@LondonBridge screens have been carefully positioned to target the retail offering on both sides of the gateline and will deliver 14 million weekly viewed digital impressions at this newly redeveloped travel hub in the heart of London.

Motion@LondonBridge is an expansion of the Motion@Portfolio, which currently comprises Motion@Waterloo, Motion@Euston and Motion@TheCity. As a new premium shopping environment, London Bridge station offers over 70 outlets, more than any other Network Rail station, including luxury brands such as Ted Baker, MAC and Rituals.

UK: Mondelez International dispenses Oreos from interactive OOH game in the Great Oreo Cookie Quest

Oreo, the number one biscuit brand in the world*, has launched an out-of-home (OOH) campaign across London to drive purchase and participation in its 2018 Great Oreo Cookie Quest promotion.

The focal point of the OOH campaign is a specially built, interactive digital poster within a fully wrapped bus shelter on London’s busy New Oxford Street. It offers passers-by the opportunity to find hidden cookies in a version of The Great Oreo Cookie Quest game and win a free pack of Oreos, dispensed directly from the poster site.

The OOH game comes complete with its own bespoke mobile interactive game with location-based targeting around the dispenser to lead users to the OOH site and encourage participation in the quest. The Great Oreo Cookie Quest is an on-pack promotion offering customers the opportunity to win a grand prize of a trip to California along with daily prizes.

The campaign runs two weeks across 245 panels and 10 Transvision screens in rail stations across London, featuring a variety of creative executions directing people to the New Oxford Street game and encouraging purchase in-store.

UK: Ad king Sorrell's abdication leaves WPP at crossroads

Martin Sorrell’s sudden exit from WPP marks a shocking end to the career of a chief executive who through sheer force of personality made it the world’s biggest advertising firm.

WPP said in early April it had appointed lawyers to investigate a whistleblower’s allegation of personal misconduct against Sorrell, who over 33 years turned a two-man outfit into one of Britain’s biggest companies present in 112 countries.

The 73-year-old said on Saturday he was standing down, departing at a crucial time for WPP which has seen its share price fall 30 percent this year due to lower client spending, contract losses and a growing threat from Google and Facebook.

“I shall miss all of you greatly,” he wrote in an email to staff. “As a founder, I can say that WPP is not just a matter of life or death, it was, is and will be more important than that.”

Ireland: Kinetic Ireland Launches New Digital Offering Called D:Four

Kinetic Ireland, the Out of Home (OOH) media agency has launched a new Digital Out of Home (DOOH) offering called D:FOUR.

The new dynamic system is powered by an in-house content management system that allows content, creative, moderation, preview and dynamic ad-serving from a centralised platform at its Dublin headquarters. The new division will be headed up by Rachel McCloskey, who has been with Kinetic since 2015.

Digital OOH currently accounts for 15% of total OOH spend but this is expected to grow to 19% in 2018. The introduction of new digital formats from a number of media owners across 2018 and 2019 will help attract new advertisers and new ways of using the medium.

Ukraine: Knowledge Ages Quickly, as Shown by This Ad That Grew Mold on a Classic Marketing Book

BBDO Ukraine's out-of-home stunt promoted an industry forum

There’s still much to be learned from books written by the great minds of advertising’s golden age, but it’s hard to deny that almost any advice printed to the page quickly becomes dated in today’s digitally driven world.

To illustrate that point, and boost turnout at an upcoming IdeasFirst Ukrainian Marketing Forum, BBDO Ukraine created an out-of-home ad that featured a large edition of Kotler on Marketing by U.S. advertising Professor Philip Kotler. The book was slathered with millions of mold spores before being encased in an ad display at an office and commercial location.

Watch the video and read more

AMERICAS NEWS

USA: Update on consumer privacy regulation in Europe and the US that could affect OOH

By Kerry Yoakum, Vice President of Government Affairs, OAAA

Worldwide pressure is increasing to protect consumer data.

Advertising relies on data analysis – including out of home media — to match ads to audiences. This data, gleaned from cell phones and other devices, is anonymous and aggregated, not personal.

The tenor of the privacy debate is changing, due to new regulations in Europe and Facebook’s admission that it mishandled personal data that was sold to help shape political ads.

Here is a snapshot of some recent privacy developments:

European Union

Privacy rules change in the European Union May 25. The General Data Protections Regulation (GDPR) has far-reaching implications for citizens of the European Union and businesses operating within the EU, regardless of physical location. If businesses hope to offer goods or services to citizens of the EU, they will be subject to the penalties imposed by the GDPR. In addition, any business that holds personal data of EU citizens can be held accountable under the GDPR.

USA: Postmates Is Trying to Impress Picky New Yorkers With Its Minimalist Out-of-Home Campaign

Postmates has declared its delivery abilities to New Yorkers with a new minimalist out-of-home campaign tailored for the city.

Want rosé at 4 a.m. or shampoo in at 10 p.m.? Not an issue. Meatball Shop for lunch? You’re covered. As an extension of its “We Get It” campaign, which launched in Los Angeles in January, the work is meant to boost brand awareness.

“We first tested [the campaign] in Los Angeles, our biggest market, and the results we saw on the brand awareness and growth side were phenomenal,” said Lizz Niemeyer, director of brand marketing at Postmates. “Bringing this campaign to New York is very important for Postmates, as it’s a more crowded delivery market where we have a lot of opportunity to grow.”

For the New York push, Postmates partnered with six companies—CHLOE., Halal Guys, Milk Bar, Shake Shack, Tacombi and The Meatball Shop—for posts that were specific to each of those brands.

USA: Billups Appoints David Krupp as Chief Revenue Officer

Billups today announced the appointment of David Krupp as Partner and Chief Revenue Officer (CRO).

An industry veteran with more than two decades of experience leading business development and marketing strategy, Krupp will lead Billups’ client development efforts worldwide – working closely with major brands, agencies and suppliers. In his role, David will also partner closely with the Boohma Technologies team as Billups continues its mission to transform the OOH space. “The out-of-home industry has reached a crossroads – with the rise of digital, location data and AI completely reshaping how we build, execute and measure the success of campaigns,” said Krupp.

“Billups leads the way in leveraging this technology, but what drew me to the company is that they aim to ‘deliver amazing’ in everything they do – from how they deploy teams, create partnerships, build technology and produce campaigns. I couldn’t be more excited to be a part of this innovative and growing organization.”

Krupp joins Billups from Kinetic North America, a WPP company and the largest OOH agency in the North America. As CEO, he oversaw four offices, 110 employees and over 200 clients. During his tenure, billings grew 20% and Kinetic was the most awarded domestic OOH specialist agency.

USA: The Trusty Old Billboard Becoming A New Social Media Hit

Talk about stranger things: It might seem unusual that Netflix is reportedly willing to pay as much as $300 million for a billboard company. But it might make some sense, too.

Reuters last week reported the Netflix bid for Regency Outdoor Advertising, a company that has a lock on billboards on the Sunset Strip and other prime see-and-be-seen locations in Los Angeles. Neither company is commenting. Netflix has been a good Regency customer.

Billboards last year that proclaimed “Netflix Is A Joke” in L.A. caused a lot of social media buzz. Then it became clear in a commercial aired on last year’s Emmys telecast that it was Netflix’s way of hyping some new comedy enterprises.

Gino Sesto, the founder ofDash Two, a Culver City agency that has one foot in the digital ad business and the other in outdoor advertising, says, “If you’re a company like Netflix spending $3 billion a year on content, you might as well consider buying that company.”

USA: Nielsen Study Confirms Airport Advertising Drives Sales for National & Local Brands

Research Report and Lyft Campaign in Austin-Bergstrom Airport Both Illustrate How Airport Advertising is Breaking Through, Reaching Travelers and Driving Engagement

Airport Media Influences Frequent Flyer Behaviors With 80% Noticing Airport Advertising, 42% Taking Action and 19% Buying a Product Advertised at the Airport

Clear Channel Airports (CCA), a brand division of Clear Channel Outdoor, and a subsidiary of iHeartMedia Inc., announced today the results of a comprehensive consumer insights study, showing airport advertising offers consumers a great opportunity to absorb and respond to brand messaging.

The CCA-commissioned Nielsen study reveals airport advertising is a highly effective media platform that reaches frequent flyers, tourists and business travelers and raises brand awareness while driving sales to local and national businesses. The study provides insights into frequent flyer responsiveness to airport advertising, the types of activities travelers engage in while waiting for their flights, and what actions consumers take after being exposed to airport advertisements such as social media activity, in-store retail shopping and e-commerce activity.

Canada: Brand marketers underuse OOH, study suggests

Marketers of successful brands allocate an average of only 13 per cent of their budgets to out-of-home (OOH) advertising, according to a new report from the World Advertising Research Centre (WARC), despite the lower cost compared to other paid media.

For its Global Ad Trends Report, WARC analyzed data from 96 countries—including Canada, the U.S., the U.K., France, Germany, Japan, China and Australia—over an eight-year period ending in 2016. It found OOH’s cost per thousand impressions among adults 18 and up was $6.41, compared to an average of $12.20 across all media.

“OOH is underused in the media mix for many brands and categories,” says Rosanne Caron, president of the Canadian OOH Marketing and Measurement Bureau (COMMB) and a member of Sign Media Canada’s editorial advisory board (EAB).

“The WARC analysis suggests advertisers could improve their return on investment (ROI) by increasing their level of spending in OOH.”

AUSTRALIA NEWS

Australia: JCDecaux Partners With Seedooh To Verify OOH Campaigns

Global out-of-home advertising giant JCDecaux has announced a partnership with independent tech platform Seedooh to offer advertisers greater transparency for campaigns.

Under the agreement, Seedooh’s reporting and verification platform will be integrated into JCDecaux’s system to create an independent campaign delivery reporting function that works seamlessly within the end-to-end campaign delivery processes.

It will allow advertisers to access real-time proof of their digital OOH campaign delivery and receive rich data to help evaluate campaign performance across JCDecaux’s complete digital portfolio. Seedooh has aligned with PwC to bring third-party verification of OOH data in its platform to create clear, validated and standardised reporting for advertisers, media agencies and outdoor media owners.

Australia: OOh!Media Invests In New Trading Platform And Machine Learning

After 16 months of development oOh!Media is ramping up the number internal users on its new trading platform over the next few weeks.

The out of home advertising company built the platform in-house to allow its sales staff to sell its digital assets faster and with more flexibility. Ooh!Media now has 8,000 digital panels and 12,000 classic panels and, around 60 per cent of its revenue comes from digital. “Obviously there has been a trend of physical classic assets being digitised.

The business realised that those new digital assets can be sold in a more flexible way,” Andy McQuarrie, CTO of oOh!Media told Which-50 during an interview in between sessions at the AWS Summit last week. Built on Amazon Web Services, the new platform will replace oOh!Media’s existing legacy platforms used internally by its salespeople.

Uganda: KCCA to Double Billboard Fees

Kampala Capital City Authority (KCCA) has proposed to increase fees for building plans and outdoor advertising by 100 per cent.

The increment is contained in the ministerial statement for Kampala Capital City Authority (KCCA) for 2018/19, which was tabled before Parliament early this month by Kampala minister Beti Kamya. The increment is, however, subject to Parliament's endorsement. Initially, KCCA would charge Shs1,000 per square metre of the area to be covered by each floor of the building.

This means that if the total number of square metres of a new building are 50, a developer would pay Shs50, 000. But if the proposed rates are approved by Parliament, it means that a developer would pay Shs100,000.

India: Vyoma Media to expand to more transit stations

Vyoma Media, the out-of-home digital solutions company, which currently provides displays across several railway stations, is looking to tap other transport and transit stations such as Metro Railways and bus stands.

The company recently entered into an arrangement with the Kolkata Metro Railways for installing digital displays across its stations; and has also rolled out a pilot across 35 bus stations in Bengaluru. Vyoma currently operates close to 2,130 digital displays across 382 railway stations in 16 States.

Out-of-home (OOH) media advertising taps consumers ‘on-the-go’ in public places, while in transit or while waiting at a bus stop or railway platform. According to Shriranga Sudhakara, founder and Managing Director, Vyoma Media, the company has installed a total of 233 screens at every ticket counter across all 24 metro stations in Kolkata. This is likely to benefit over 7 lakh daily passengers and over 23 crore commuters annually.

FEPE OOH News 19th April 2018