FEPE OOH News 6th September 2018

06 Sep, 2018

EUROPE NEWS

UK: Introducing 'The Kensington'

JCDecaux has commissioned the globally renowned Zaha Hadid Design to create a landmark advertising structure in London that integrates public art, contemporary design and digital media. Unveiled today, The Kensington provides brands with a unique communications’ channel in the capital that combines the latest in digital screen technology with a spectacular, curved double-ribbon stainless steel design. The launch clients are Audi (in partnership with Talon and PHD) and Coty (planned and booked through Zenith and Posterscope).

JCDecaux invited Zaha Hadid Design to redefine the design language of billboards –creating a new platform for brand messaging to a global, design-conscious audience in London.

The first billboard by Zaha Hadid Design, The Kensington is a curvilinear ribbon of matt steel, framing a curved digital screen, located on West Cromwell Road - the key route linking central London and Heathrow Airport.

UK: Outdoor Plus considers 'sale' options amid speculation about talks with Global

Outdoor Plus is understood to be exploring its options amid speculation that it has talked to radio group Global about a possible sale.

Multiple industry sources told Campaign that they believe that Outdoor Plus, which is led by founder Jonathan Lewis, is close to agreeing a deal but they did not identify a buyer. Outdoor Plus declined to comment.

Industry insiders say Outdoor Plus has been looking at its options after rival Ocean Outdoor announced in March that it plans to float on the London stock market and grow "through consolidation".

The company has not appointed an external corporate finance firm to advise on its options. However, it is able to draw on the expertise of Inflexion Private Equity, which took a large, minority stake in 2016.

Ireland: Advertising restrictions would hit whiskey tourism sector - IWA

The Irish Whiskey Association has said proposed legislation on restricting alcohol advertising would damage the Irish whiskey tourism sector and small distillers around Ireland.

The IWA is calling for changes to be made to the Public Health (Alcohol) Bill and has described the restrictions as "excessive, impractical, and, in some cases, ludicrous".

It says that, under the current Bill, nearly all outdoor advertising and directional signage for distillery visitor centres would be prohibited in dense urban areas such as Dublin.

France: In smart cities, advertisers will rule

“If you’re not paying for it, you’re the product.” The phrase was coined in the 1970s to talk about television advertising, but has since become the internet’s whole business model: we get nice services, for free or for very little, and in return, our attention is sold to advertisers.

But what if that logic dominated everyday life? With the rise of the smart city, it’s becoming a reality. And local authorities should be both upfront and cautious about the risks.

Sous les pavés, la pub

In a time of disappearing budgets, it is understandable that councils will jump at any opportunity to improve their cities without spending a penny. Companies like JCDecaux and Clear Channel provide cities with street furniture such as bus stops and bicycles, in return for advertising space.

Czech Rep. : CZECH Outdoor to dismantle its roadside billboards

The Czech Outdoor advertising agency has promised to remove all its roadside billboards by the end of September, according to Transport Ministry spokesman Jakub Stadler.

This is in line with a 2017 law which bans advertisement billboards within 250 meters from main roads and highways for safety reasons.

The legislation met with strong opposition from outdoor advertising operators some of whom attempted to bypass it by replacing advertisements with gigantic Czech flags and other non-commercial posters.

According to the ministry close to a thousand billboards still have to be dismantled.

UK: Havas Media introduces audience data-led approach to outdoor buying

Havas Media is moving to plan its out-of-home media buying by audience location, informed by handset data from O2 and GroundTruth, as well as by traditional panel location.
The agency’s dedicated out-of-home media team, AdCity, is using a number of datasets bundled together in a tool called AdCity Solution.

Inputs include Route, the outdoor media industry’s standard for audience measurement, but also mobile device location data supplied by GroundTruth under an exclusive partnership.

"GroundTruth finds devices in specific locations, for example a fast food restaurant, then looks at where that device is when it isn't in the fast food restaurant. We then target those locations with OOH," a Havas Media spokeswoman told Campaign.

Ireland: Guinness Bounds the GAA and Dynamic Together

As the culmination of the All Ireland GAA Championship draws near, Guinness’s summer Digital Out of Home campaign to support its long-standing sponsorship also reaches its conclusion in the build up to the clash between Dublin and Tyrone this Sunday.

The campaign, using PML Group’s Dynamic CMS platform, has featured a fixture element that listed each weekend’s football and hurling matches. The Dynamic element displays the counties, venues, days and times of the fixtures on Digital Screens across Ireland.

The campaign has incorporated a phased roll out across commuter, roadside and bar environments. The platform works across multiple networks and in the case of Guinness, the media owners involved are Orbscreen, Wide Eye Outdoor (Social D’s), Exterion Media (Commuter dPods) and JCDecaux (Digipole) – all of which display the Dynamic content. The campaign was planned and delivered by the teams in Carat and Source out of home, with creative by BBDO.

AMERICAS NEWS

USA: OOH Outperforms Traditional Media Around the World

In its latest report on global advertising market trends released in June, MAGNA forecasts media owners’ net advertising revenues (NAR) to grow by +6.4 percent to $551 billion in 2018 in the 70 countries analyzed by MAGNA.

Highlights from the report include:

- MAGNA increases its forecast for 2018 following strong market performance in the first few months e.g. +8% in the US in the first quarter, and +31% for Google and Facebook, globally.

- The 2018 growth (+6.4%) is an acceleration from 2017 (+4.5%), mostly due to the five billion dollars of incremental ad spend generated around cyclical events in 2018 (US Mid-Term elections, FIFA Football World Cup, Winter Olympics). Neutralizing cyclical revenues, the 2018 growth would be +5.5%, in line with 2017.

USA: What's Next: OOH Campaign Ready to Launch & More

By Nancy Fletcher, OAAA President and CEO

First, we Get Out of Home.

On October 1, the out of home (OOH) industry will launch a big, sophisticated promotional campaign. With the tagline, Get Out of Home, the goal of the campaign is to assert OOH’s power and significance and ensure the value of OOH is understood across the ad industry.

Working with the award-winning agency Publicis New York, the OOH medium will use its vast and diverse assets to promote the value and relevance of the medium to buyers, planners, and marketers.

USA: DPAA Announces Preliminary Speaker List for 2018 Video Everywhere Summit

DPAA today unveiled a preliminary list of speakers for its annual Video Everywhere Summit, to be held at the iconic Roosevelt Hotel in New York on Tuesday, October 30 as part of Digital Signage Week (Oct. 29-Nov. 2). The event will bring together more than 900 delegates representing brands, agencies, digital out-of-home (DOOH) networks, ad tech, mobile/location companies, data firms and others from the full spectrum of multi-screen advertising.

Registration is open, and attendees to the Summit or any of the other Digital Signage Week events are eligible for preferred rates at the Roosevelt.

The Video Everywhere Summit is the largest one-day event dedicated to multi-screen engagement, mobile/location data and the role of DOOH 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.

USA: Link Media Acquires Waitt Outdoor For $82 Million

Link Media Outdoor, a subsidiary of Boston Omaha Corporation, has completed the acquisition of substantially all of the operating assets of Waitt Outdoor, LLC (“Waitt Outdoor”), based in Omaha, Nebraska. Founded in 1999, Waitt Outdoor has grown to become one of the leading outdoor companies in the Midwest with over 1,600 structures and 2,500 advertising faces, located in Illinois, Iowa, Kansas, Missouri and Nebraska.

“The Waitt Outdoor acquisition dramatically expands our Midwestern footprint, roughly doubling our advertising face count,” said Jim McLaughlin, President and CEO of Link. “In addition, we believe the quality of the inventory and the employees make this transaction very desirable and we are thrilled to add these talented performers to the Link team. Mike Delich, who is retiring from his CEO role to enjoy his family and other outside interests, has been a real pleasure to work with and the new friendship that we have developed with him over the past couple of months is a genuine benefit.

USA: Adomni and IBOUSA Bring Innovation and Boosted Revenue to IBO Associates

Adomni, an open online platform to find and buy digital out-of-home advertising, announced today a partnership with IBOUSA that enables its billboard owner associates to seamlessly list and sell their unsold DOOH inventory on Adomni's marketplace. For the first time, advertisers can perform searches by location, find matching IBOUSA member digital billboard inventory, and launch campaigns – 100 percent transacted online.

"Adomni and the IBO have a shared mission − to help billboard operators of all sizes succeed by taking advantage of the latest technologies and trends," says Adomni CEO Jonathan Gudai. "We are thrilled to connect IBOUSA associates to our rapidly growing online marketplace, 1,700+ advertiser base, and innovative DOOH planning and buying tools. As more of the OOH buying world moves to transacting online, IBOUSA associates are now positioned well to meet the growing needs of advertisers and agencies."

AUSTRALIA NEWS

Australia: Radio and out-of-home drive July ad spend, offsetting digital and TV falls, says SMI

Australian media spending edged 0.5% higher last month to $542.3m, driven by radio and outdoor advertising, reports the Standard Media Index.

Driving the higher figures over the previous month were spending on radio and out of home, while TV and digital dipped 0.5% and 0.3% respectively in the month’s survey which included Cummins & Partners and Atomic 212 for the first time.

Softer demand in regional and subscription TV drove the decline in television spend, however metropolitan stations reported 2.7% growth for the month.

Out of home advertising reported an 8.8% jump on the previous month while radio gained gained 3.1%. Cinema saw the biggest increase for July with a 13.0% surge.

Australia: WPP sells Ooh! Media stake for $66.5m

WPP AUNZ has opted out of Ooh!Media by selling its 5.5% stake in the Australian out of home advertising agency to Goldman Sachs, for $66.5 million.

The move comes ahead of Ooh!Media's acquisition of Adshel, which was given the green light by the ACCC last week.

WPP, through Cavendish Square Holdings, has been a long-time shareholder of Ooh!Media.

Goldman Sachs, which began seeking buyers for the shares on Wednesday, organised the trade involving 12.9 million shares sold at $5.13 each, a 2.8% discount from its last $5.28 closing price.

Australia: QMS sees revenue and profit jump on strong digital growth

Out of home company QMS has reported a 21% jump in revenue and a 10% increase in net profit after tax, largely attributed to its digital and sports advertising portfolio.

The company reported $204.2m revenue last financial year with EBITDA growing 29% to $46.6m and net profit after tax of $18.4m.

QMS’s digital operations reported an organic growth, excluding acquisitions, of 48% to $112.7m while print was flat at $26.1m, and static advertising dropped from $74.3m to $65.4m.

The company however reported a jump in debt from $45.8m to $110.6, largely due to $86.4m of capital investment in its international sports business, digital development program, site and rights payments,

Australia: ClearVue solar glass tapped for bus shelters, outdoor advertising

Perth-based building-integrated solar PV company, ClearVue Technologies, has signed a deal that will see its clear solar glass used to power “street furniture” such as bus shelters and outdoor advertising signs.

The ASX-listed company said it has signed a memorandum of understanding with Global Smart Cities, trading as yStop, to integrate ClearVue technologies into advanced outdoor applications.

It says that the MOU would see yStop “exclusively collaborate” with ClearVue to power, or partially
power, the lighting and digital solutions yStop uses in its street furniture and illuminated street signs.

All going well, the MOU paves the way to a formal exclusive license agreement for yStop to be the exclusive distributor for ClearVue integrated street furniture products and other applications.

ASIA NEWS

India: BBMP's re-flex action: New hoarding material to bring banners back

Synthetic cloth used in curtains, jackets to replace flex, vinyl

But the polyester-like textile doesn’t come cheap; it will jack up costs by about 800%

Following the flex ban enforced by the Karnataka High Court, the Bruhat Bengaluru Mahanagara Palike was forced to take a relook at hoardings in the city. After HC’s deadline, the BBMP swung into action and removed nearly 40,000 flexes and illegal hoardings, and in its submission to the HC, the BBMP has stated that it has removed nearly 94,000 unauthorised flexes and hoardings in the city in the last four years

But if you thought that was the last you saw of hoardings, a new material has been proposed by advertisers as a substitute for flex. And BBMP has approved this fabric for hoardings. Sitting on tenders to display advertisements for the next 20 to 30 years, advertisers had to think on their feet to stop their losses from piling up following the ban.

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