EUROPE NEWS
UK: Exciting times for Out of Home as transformation mixes with uncertain times in 2019
Political uncertainly mixes with a real excitement for change as Out of Home undergoes genuine transformation: new players, new data platforms and new opportunities.
Out of Home is an industry unquestionably in the spotlight. The arrival of media group Global, genuine advances in the use of technology, wider access and use of location data, and the potential for integration of digital and motion content are stimulating antidotes to political intrigue and social media woes as brands seek ongoing reassurance from their ad activity in changing times.
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UK: Hot in 2018: Top 6 outdoor ads
6 Berghaus 'It’s time to get out'
Berghaus released a campaign to bring a bit of perspective and encourage people to get outdoors and away from our digital screens. The ads featured a series of oil paintings by up-and-coming British artists. Calm landscapes are juxtaposed with humorous taglines about photo filters and pointless meetings, a jarring reminder of how ridiculous modern life can be.
Agency VCCP Creatives Jim Thornton, James Rafter, Myles Vincent, Ali Augur
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AMERICAS NEWS
USA: Tech Talks: Describe Today's OOH to a Non-Techie
OAAA regularly features Thought Leadership Q&A from its committee members. This month, OAAA spotlights the Innovations Committee, asking members:
“The OOH industry is rapidly evolving as innovative technologies are introduced and deployed. How would you describe today’s dynamic OOH medium to a non-techie?”
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USA: 'Creepy Guy' billboard mystery on US highway revealed
A billboard along U.S. 23 in Michigan's Livingston County is getting a lot of attention.
It features a shadowy figure looking down on drivers
There are no words on the billboard: just the ghoulish figure. Grabbing attention is exactly what it's supposed to do — so the billboard owner can rent the space, according to Adams Outdoor Advertising General Manager Jodi Lanning.
"We are bombarded with so many messages throughout the day that we really wanted to do something that was eye catching to really just make a statement out in the marketplace that you don't need a hundred billboards to get people talking or to go viral," she said. "It's all about the creative."
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USA: Fairway Outdoor Deal Said To Be Made
OOH Today has received word from 3 different reliable sources, that Fairway Outdoor has sold to Lamar Advertising. The buzz around Fairway, which is believed to be the fourth largest traditional outdoor advertising company in the U.S . is still speculation as no official announcements have been made.
Fairway has been rumored by the #OOH community to be on the sales block for many months. While there has been a great amount of word on the street about an impending sale, nothing has been officially announced nor confirmed.
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USA: Digital Data Gives Billboard Owners More Reason to 'Love a Good Traffic Jam'
The increasingly lengthy commute isn’t just a traffic jam. It’s a captive audience for advertisers.
The average one-way trip for commuters in the United States in 2017 was 26.9 minutes, according to the Census Bureau. That was up from 26.6 minutes in 2016 and added two and a half hours to the average time commuting over the course of the year. So even in this age of Facebook, Google, Netflix and Amazon, the companies selling seemingly old-fashioned ad space like billboards have noticed the slowing crawl.
“We love a good traffic jam,” said John Miller, vice president of sales and sales operations for Lamar Advertising in Baton Rouge, La. “We are all about eyeballs on billboards, and the increased amount of traffic is helping us.”
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Canada: Broadsign - Our 4 favourite billboard ads of 2018
he past year has been a great one for billboard ads, with all kinds of creative campaigns pushing the envelope of what is possible with static and digital billboards.
To round up the year, we thought we’d call out some of our favourite examples of great campaigns that pushed the medium forward, presented in no particular order.
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AUSTRALIA NEWS
Australia: QMS To Undertake Strategic Realignment Following NZ Merger
QMS Media has announced plans to undertake a strategic realignment of its business to further position it for future growth.
Following the recent announcement to merge the QMS NZ business with MediaWorks in New Zealand, the company sees significant opportunity to simplify QMS’ overall business by creating three distinct business segments:
- QMS Media – premium quality digital out-of-home
- MediaWorks – largest multimedia company in NZ
- QMS Sport – integrated global digital sports technology, infrastructure and media rights business
This segmentation approach seeks to allow the investment community to fully understand the value of each segment and its contribution to the overall value of the portfolio.
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ASIA NEWS
India: Will artificial intelligence out-of-home billboards change the industry?
Ads that adapt to consumer reactions could represent the future for engagement through out-of-home campaigns – with AI writing its own copy and selecting effective imagery – but what might this mean for the future of the advertising industry and the creative process? Asks Alexandre Gonfalonieri
What if billboards and banners could tell which colours, pictures and words were getting the most attention, and could adapt accordingly to ‘self-optimise’ on their own?
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Singapore: JCDecaux launches advertising platform at Changi Airport
CDecaux Singapore, a subsidiary of outdoor advertiser JCDecaux, has launched its Digital Duty-Free Totem advertising platform at Changi Airport. It consists of multiple L-shaped floor-to-ceiling HD LED displays and dynamic content, according to a press release.
The displays, which are placed on totems, green departing travelers after they have passed through immigration. The LED displays are 3-meters tall by 4-meters wide and feature a 2.5-millimeter pixel pitch, according to the release.
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Singapore: Vizeum and Posterscope create data-driven OOH campaign for Foodpanda
A new outdoor campaign for food delivery service Foodpanda has been created by Dentsu Aegis Network media agency Vizeum and out of home division Posterscope.
This is Foodpanda’s first outdoor campaign for its new ‘pickup’ feature which lets patrons skip the queues and pick a pre-ordered meal from a restaurant.
To promote this offering, Vizeum and Posterscope created a data-fuelled campaign which used OOH digital screens in a 400 metre proximity to a restaurant.
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India: HC extends interim stay on state's outdoor advertisement policy
The Madurai bench of the Madras High Court has extended the interim stay on the amendments to the Tamil Nadu Municipal Laws (fifth amendment) act, 2018- the outdoor advertisement policy of the state, which prohibits hoardings in private lands and private buildings.
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