FEPE OOH News 30th August 2018

30 Aug, 2018

EUROPE NEWS

UK: Digital giants and Victor Kiam syndrome

As Google considers its own strategy, Netflix and Alibaba both boost their out-of-home advertising credentials with some serious investments. Dominic Mills looks at the strategies behind the deals

It's childish, I know, but I always get a little thrill when I see some clever poster vandalising, in this case the artist known as Protest Stencil making an entirely valid point about Facebook.

It's ironic nonetheless that this comes in a month when no less than two digital giants - big users of OOH both - have succumbed to Victor Kiam syndrome.

This, for those too young remember, recalls an advertising campaign for Remington. It featured entrepreneur Victor Kiam who would shout: "I loved the shaver so much I bought the company."

Despite Facebook's obvious love of OOH as a medium - you can't walk around London without avoiding its presence at the moment - I can't see it buying up an OOH contractor any time soon.

UK: Ocean Outdoor predicts 'high single digital growth' following Forrest Media acquisition

Ocean Outdoor has said that it expects to report ‘high single digit’ growth for its full results next year.

The digital out of home (DOOH) media company, which among other activities completed the acquisition of Forrest Media in Scotland as well as Ocelot Partners this year, revealed gross profit growth of 8.4% to £8.8m within its half year update.

The figures, reporting up to 30 June, also saw billing remain ‘steady’ at £31.9m, while revenue rose by 1.8% to £22.5m, with digital billings also making up more revenue that ever at 93% of the total.

During the first half of 2018, Ocean sealed the £200m acquisition of Topco Limited and the £32m buyout of Forrest Media that will see it grow its UK footprint by 77 locations, including across Glasgow and Edinburgh.

It also launched three new large format screens at Westfield London and the first of its ‘Two Towers’ structures in Manchester.

UK: Creative & media strategy should meet for a coffee earlier in the process: The Drum OOH Awards

Creating out of home (OOH) advertising that lands with consumers may seem challenging but according to WCRS' director of technology and innovation, Dino Burbidge, it really is not.

Yet he sees terrible examples all the time, which are habitually "campaign extension" billboards where advertisers are not embracing the location and behaviour of the audience, and just doing a quick copy/paste job from the latest campaign.

"'That’s how it’s always been done' syndrome is the issue with a hint of 'it’s cheaper that way'," explained Burbidge. "Creative strategy and media strategy really need to meet for a coffee earlier in the process.

"Everyone needs to get their elbows out and question long-held assumptions more. OOH is changing but it needs folk with a devious twinkle in their eye to really drive it to the next level."

Germany: Analysis: Google's programmatic outdoor advertising plans

According to German business magazine WirtschaftsWoche, Google are in the process of entering the out-of-home (OOH) programmatic advertising space in Germany, with plans to later expand to the US and UK.

Although Google officially denies the report, the company has previously experimented with programmatic ad buying platforms for OOH ads using Double Click (now GoogleAds) - so any renewed interest is significant.

Here, experts weigh in on the news and its implications for the advertising industry.

Mungo Knott, director of insight and innovation, Primesight

Out-of-home is, and always has been, a powerful builder of brands and business through its ability to generate public fame for the products it brings to our attention across our towns and cities. Digital screens have added flexibility of access to OOH and the opportunity to supercharge impact with contextual creative.

UK: Talon Compass: OOH with an accent - how hyper-local contextual advertising can work even harder for brands

For the past couple of years, everyone’s money has been on context to be the main driver of Out-of-Home (OOH) growth, but now that it’s here, how well is it being used and how far can we push it? Our newly launched Talon Compass team is on a mission to go beyond proximity targeting to offer a sharper, more focused approach allowing brand messaging to be more relevant than ever, and we think context has a huge role to play in this.

Traditionally, OOH has been the go-to advertising option to reach a broad audience within a particular place, providing unmissable impact. However, can a more intimate conversation between brands and their target audiences be achieved through this medium? According to our research, Digital Out-of-Home (DOOH) now reaches 64 per cent of all UK adults, and by identifying and tailoring the message based on a geographical context, both classic and DOOH have the power to engage and forge a meaningful connection with consumers on-the-move.

France: JCDecaux wins advertising street furniture contract in Perpignan

JCDecaux S.A. is pleased to announce that it has won, following a competitive tender, the 10-year advertising street furniture contract for the city of Perpignan (population: 117,000).

The contract, which was previously held by a competitor, covers the design, installation, upkeep, operation and maintenance of 195 bus shelters, 120 2m² city information panels (including 35 digital panels), 50 8m² city information panels, and 35 free standing panels, for a total of 733 outdoor advertising spaces in all.

Under the new contract, JCDecaux is to equip the city of Perpignan with the latest generation of digital street furniture, ensuring optimum visibility for both municipal information and brand advertising campaigns via 86-inch, full-HD LCD screens. Positioned in strategic spots across the town, these will enable real-time, contextualised and geolocated communications, by ensuring dynamic content and limitless creative possibilities, for the greater benefit of the city, as well as brands, citizens, and tourists.

UK: Newcastle Carers launches new #WeCareToo campaign aimed at young adult unpaid carers

Newcastle Carers, a charity dedicated to providing information and support to adult unpaid carers in Newcastle, today announced the launch of a brand new advertising campaign that has been designed and created by a group of young adults with a caring role.

All of the young adult carers involved in creating the #WeCareToo campaign receive support from Newcastle Carers and feel that their lives would have been very different if they had received that support sooner; this inspired them to raise awareness about the information, advice and support that is available for carers so that other people in similar situations can get the help they need.

The campaign runs across Newcastle in collaboration with out of home media owners Clear Channel, who are also donating additional media space to amplify the #WeCareToo message.

AMERICAS NEWS

USA: OOH up 4.7% in Q2 2018

Out of Home Advertising Up 4.7% in Q2 2018

Highest OOH Quarterly Growth Since 2015

OOH Outperforms US GDP Growth

Out of home advertising revenue rose 4.7 percent in the second quarter of 2018 compared to the previous year, accounting for $2.49 billion, based on figures released by the Outdoor Advertising Association of America (OAAA). Year-to-date 2018 the OOH industry is up 3.6 percent, fueled by the highest quarterly growth the industry has experienced since Q4 2015.

“OOH’s connection with consumers continues to expand as evidenced by the strong quarterly growth in all four OOH categories: billboards, street furniture, transit, and place-based," said OAAA President & CEO Nancy Fletcher. "The industry even outperformed the highest quarterly GDP growth the US has achieved in four years.”

Among the top 10 revenue categories, six outperformed both national GDP growth and OOH quarterly growth in the second quarter including Miscellaneous Local Services and Amusements; Retail; Government, Politics and Organizations; Financial; Insurance and Real Estate; and Schools, Camps and Seminars.

Canada: PATTISON Outdoor Launches Outdoor Digital Programmatic Inventory Through Campsite

PATTISON Outdoor Advertising, a leader in Canadian Out-Of-Home Media, along with their digital division, Onestop, are proud to announce the addition of PATTISON’s large format digital Superboards, Posters, Spectaculars and Street Ads to Campsite’s Demand-Side programmatic buying platform. Today, as we approach the first anniversary of Onestop and Campsite’s digital partnership, PATTISON will begin to release more than 225 digital products to be accessible through Campsite’s Outdoor Exchange.

As one of the market share leaders in Digital Out-Of-Home, the addition of this new inventory on Campsite by PATTISON Outdoor gives advertisers 24/7 access to the most extensive network of digital outdoor locations with national, coast-to-coast coverage in all major markets across Canada; offering reach and flexibility that is unmatched by any other Out-Of-Home platform. “Programmatic buying of Out-Of-Home media is just one of the many rapid changes revolutionizing our industry that will continue to keep our medium timely, relevant and valued by advertisers and media buyers alike,” says Randy Otto, President of PATTISON Outdoor.

USA: Global media spend patterns are shifting towards OOH and DOOH

It is not news that print is in decline globally. According to Bloomberg, In the US in 2018 newspaper spend is set to decline by 18,7% and magazines by 14.5%. Magna tells us that in the US "TV ad sales are expected to drop if cyclical events like Fifa's World Cup and elections are not factored in." We also know about the growth of digital, which according to Statista will grow by 12.6% in 2018, which interestingly has come down from 2017's 15% growth and 2016's 17.1% growth.

The big recipients of this income from digital growth are predominantly the FAANG’s (an acronym for the market's five most popular and best-performing tech stocks, namely Facebook, Apple, Amazon, Netflix and Google) and other such social media and paid search entities. What is interesting is that these Silicon Valley titans push online ads, but then choose to spend this income on Out of Home Advertising.

Largest media market spending on OOH

In 2017 in the US (the largest media market on the planet), Apple, Google, Amazon, and Netflix made the top 10 spenders and users of OOH. This is driving growth in one of the oldest forms of marketing and is one reason why the category is the only traditional channel expected to grow this year.

USA: Daktronics Deploys New Generation Of Narrow Pixel Pitch Product Line

Daktronics of Brookings, South Dakota, has launched a new generation of the company’s narrow pixel pitch product line including pixel pitches of 1.2, 1.5, 1.9 and 2.5 millimeters. As AV integrators are increasingly adopting LED video technology as a viable alternative to LCD technology, this product line brings an easy installation option to the market.

“To capture a larger share of the growing high-resolution business, we’ve launched our new narrow pixel pitch product line to meet the needs of our customers in indoor applications,” said Daktronics President and CEO Reece Kurtenbach. “These products are the first from a broader initiative focused on narrow pixel pitch displays. We’ve also invested in our manufacturing space to simultaneously develop technologies for streamlined production of this new generation of product, showing our commitment to the future of this technology and what it provides for our customers.”

USA: Link Media Buys Key Outdoor for $38 million

Link Media Outdoor, a subsidiary of Boston Omaha Corporation, has completed the acquisition of substantially all of the operating assets of Key Outdoor, Inc. (“Key Outdoor”), based in Bourbonnais, Illinois. Founded in 1977, Key Outdoor has grown to become one of the leading outdoor companies in the Midwest with over 700 structures and almost 1,800 advertising faces, located in Illinois, Iowa and Missouri.

AUSTRALIA NEWS

Australia: How OOH can be turned into a regenerative force for cities and citizens

Advertisers have become too used to seeing outdoor media as an effective way for mass advertising, says Sérgio Brodsky, but what if we could see it as native content for cities?

In behavioural economics ‘functional fixedness’ is a cognitive bias that limits a person from considering something beyond the way it’s been traditionally used, causing a ‘mental block’ against thinking differently when solving problems.

For example, the people on the Titanic overlooked the possibility that doors, tabletops, tyre inserts and even maybe the iceberg (yes, ice floats on water!) could have been their lifeboats. Fixated on the fact that only actual lifeboats could be their transport to safety, people overlooked the size and shape of different objects that could play the same role but in different ways.

AFRICA NEWS

South Africa: Ads2Trade is set to launch in South Africa

Ads2Trade, an automated, web-based, outdoor media trading platform, is set to launch in South Africa and aims to revolutionise the estimated R5-billion local out-of-home (OOH) advertising industry.

South Africa will be the first to roll out the global franchise. Ads2Trade will allow media buyers to create an audience optimised advertising campaign for clients.

Media owners will also be able to market and sell their outdoor advertising inventory in a central, online location.

ASIA NEWS

India: Time Outdoor Monitoring Analyses Category Trends For The First Two Quarters Of 2018

Third party data is the cornerstone for all OOH companies and brands in getting scientific analysis and measurement. Third party monitoring agency, Time Outdoor Monitoring, tracks OOH spends, monitors outdoor campaigns and tracks the effectiveness of spends. The report is based on PAN India analysis across 42 cities.

When analysing OOH spends, it is important to understand which categories are competing in the OOH market. Be it direct or indirect competition, one can obtain a fair perspective regarding the activities of various categories in the OOH space. It can be used as a tool and can be applied in many contexts and at many scales, and may be applied to an individual brand as well as the whole category.

India: Digital OOH Is Hot Cake And Everybody Wants It: Haresh Nayak, Posterscope India

Posterscope India has completed 10 years in the country and coincidentally Haresh Nayak, Regional Director, Posterscope Asia Pacific, Managing Director, Posterscope Group India has also completed 10 years with the company.

Nayak currently heads operations under the Dentsu Aegis Network (DAN) umbrella for Posterscope (OOH), Brandscope (OOH), Ambient OOH, Hyperspace (Retail), InDeed (CSR Advisory) and C-LAB (Celebrity & Sports Management).

Singapore: Chanel runs OOH campaign in Changi Airport to promote the Chanel J12 watch

Chanel has partnered with JCDecaux Singapore to launch an OOH campaign in Singapore’s Changi Airport Terminal 3 aiming to bring to life the Chanel J12 watch.

The displays will show classic black and white Chanel J12 watches under a hallmark gateway visible by inbound and outbound passengers. On the static light box, the L’Instant Chanel entitled “The Duel” features martial artistry in which their postures mirror the hands on the watch face. This is flanked by 360 pillars playing the campaign video on one face while showing the actual time on another face.

India: Vivo India announces partnerships for Out Of Home engagement

The new partnership will build on Vivo foundation of existing and unique OOH engagement and initiatives.

Vivo, the global smartphone brand, has recently announced partnerships with Laqshya Solutions and Posterscope India, to further strengthen their Out Of Home (OOH) engagement. In partnership with Laqshya and Posterscope India, Vivo will apply its guiding philosophy of 'innovation' to its OOH engagement activities as well. The new partnership will build on Vivo foundation of existing and unique OOH engagement and initiatives.

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