FEPE OOH News 9th August 2018

09 Aug, 2018

EUROPE NEWS

Ireland: OOH Market Grows by 3% According to Kinetic

The Irish OOH market grew by around 3% in the first six months of 2018 according to Kinetic.

The growth was driven primarily by Digital Out of Home (DOOH) advertising which now accounts for 17% of all OOH spend. Traditional Out of Home advertising also performed strongly as advertisers recognise the ability of these formats to build brand awareness and also complement DOOH, says Kinetic.

“Kinetic is delighted to report a market increase. This is evidence that OOH continues to play an important role in the media mix and provides an opportunity for brands to reach key audiences. Year-on-year, Digital Out of Home continues to perform strongly and the introduction of Dynamic DOOH advertising allows advertisers to take full advantage of the dynamic platform to contextually engage with their audiences,” says Simon Durham, CEO of Kinetic.

Germany: Digital Signage Summit reveals retail roadmap

The Digital Signage Summit Europe 2018 provided invaluable takeaways into the evolving digital signage and digital out of home (DooH) industries during the comprehensive two-day conference.

Attendees gathered at the new venue for 2018, the Sheraton Hotel, Frankfurt Airport, Germany, on 4-5 July to benefit from over 40 leading digital signage and DooH individuals exploring market trends and identifying growth areas. DSS Europe delivered a twin-track of keynote conferences, as well as exciting panel discussions, presentations, and new ‘hands-on’ workshops.

Netherlands: Samsung successfully reaches Millennials through DOOH

Many studies are proving that Digital Out-of-Home (DOOH) is a valuable and cost-effective addition to media plans, especially when targeting Millennials. With this aim, Samsung added DOOH to supplement a TV and online video campaign promoting its ’Galaxy Slow-mo S9’ in the Netherlands. The results were very positive and Samsung´s goals were achieved.

The DOOH campaign ran on the entire Exterion Media digital NS (Dutch Railways) network (270 digital screens) and on 100 digital screens from other outdoor advertising operators across the Netherlands.

In this campaign, Samsung wanted to promote the Galaxy S9’s new revolutionary camera to its target audience of Millennials. The digital creativity consisted on several slow motion recordings replicating the TV campaign. The DOOH campaign provided a significant increase in campaign recognition, particularly amongst a young audience who are light TV viewers.

Ukraine: There should be less outdoor advertising in Kyiv - Klitschko

The authorities in Kyiv and the owners of advertising companies have developed rules for the placement of outdoor advertising in the Ukrainian capital. Now its amount in the streets will decrease.

Kyiv Mayor Vitali Klitschko said this on a Ukrainian television channel on Friday, according to Kyiv's official portal.

"Our principled position is that the amount of advertising on the streets of the capital should be smaller. We reached a compromise with all the key players in the advertising market and agreed that there should be less outdoor advertising in the city less. Today, for example, you will not see cross street banners in the center of the capital. You will not see such a large number of billboards. The adopted rules are in force. This will also apply to the subway. We will minimize the amount of advertising that 'closes' both subway cars and the stations themselves," Klitschko said

AMERICAS NEWS

USA: Programmatic DOOH: Why Now?

As consumers become increasingly jaded by web and mobile ad targeting, brands are in search of a fresh approach to reach consumers. Some 71% of respondents in a recent Kantar Millward Brown survey noted that ads feel more intrusive than three years ago, a trend driving agencies and advertisers to consider digital-out-of-Home (DOOH) advertising.

The medium offers new avenues to reach target demographics in ways that feel less intrusive.

Tailor campaigns based on the time of day, weather and road conditions, and implement more meaningful omnichannel campaigns. They have the added benefits of ad blocker immunity, higher completion rates, greater transparency and enhanced viewability.

USA: Don't Count Out Billboards - Amazon, Facebook And Google Haven't

Billboards are not going gently into that good night. In fact, the old-fashioned form of outdoor advertising is winning over digital marketing heavyweights and finding ways to thrive in the online world. Examples abound.

Amid data sharing and online privacy controversies, Facebook recently promoted on billboards what Bloomberg called the social media operator’s “new approach to user safety and privacy.” Spotify turned to subway advertising — miniature billboards, so to speak — to entice customers to download a free version of the music streaming company’s app, a promotion tied to a David Bowie museum exhibit in New York City. Chip maker Intel, meanwhile, has used billboards to market artificial intelligence (AI).

USA: Facebook Pushes Online Ads, Then Spends Its Cash on Billboards

Silicon Valley’s going old school.

As tech companies like Facebook Inc. and Google vacuum up billions of dollars in online advertising, they’re pouring their own marketing dollars into billboards and other forms of outdoor signage. That’s 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.

Facebook recently ran an outdoor campaign to promote its new approach to user safety and privacy. Music-streaming pioneer Spotify Technology SA teamed up with the Brooklyn Museum to honor music icon David Bowie in subway advertising. And semiconductor maker Intel Corp. hyped its artificial-intelligence technology that’s used to help find criminals in a crowd.

USA: Out-Of-Home Is Growing And Digital Is Leading The Way

Is this the year we see digital-out-of-home advertising really hit its peak?

To answer this question, I caught up with Austin, Texas-based digital media company, Chive Media Group. The company is famous for its flagship brand theCHIVE (edgy humor loved by a legion of male fans); e-commerce website TheChivery (one of the first content-driven commerce websites), and CHIVE TV, a content-first streaming app created as an alternative to sports or news on mute. CHIVE TV currently streams family-friendly, viral video content on more than 20,000 screens in 3,000 bars, restaurants and other retail establishments across the U.S.

USA: New York Today: Getting a Subway Ad

For a transit system with about 5.6 million daily riders — an audience of 11 million eyeballs — you can be sure ad space on the subway is coveted real estate.

“Anyone who wants to make a name in New York knows they have to be on the subway,” said Jeremy Male, chief executive of Outfront Media, the company that works with the M.T.A. to review and place the advertisements you see on your underground commute. “Think about it, you can reach virtually all New Yorkers, from young, hip urban audiences to Wall Street executives.”

So what are the criteria for getting an ad on the subway?

“Just like other advertising mediums, ads on the subway need to be legal, honest and creative in order to resonate with our audiences,” Mr. Male said. “The biggest difference is since we are working with a public service, we don’t accept political ads.”

USA: Transactionally, It's All Digital Media: Four Ways To Prepare For The Programmatic Takeover

When you think of the term “media buying,” what comes to mind? The old days of hopping on the phone to hash out details and haggle over time slots? Headaches from dealing with a particularly stubborn or overzealous sales rep? Or perhaps you’re new school and are more familiar with the automated process that comes with digital ad platforms? Regardless of your background, the evidence points towards human-to-human negotiations through a sales rep becoming increasingly disrupted in many industries.

Technology has allowed consumers to purchase consumer goods, business-to-business (B2B) items and other products or services through their own research, in their own time. This gives the consumer more convenience, control, time efficiency and the avoidance of human interaction. In the new process, human costs are eliminated which equals price savings for the brand -- a win-win!

Canada: Lara Hannaford Menzies to Head up Marketing for COMMB

COMMB is pleased to announce and welcome Lara Hannaford Menzies as its newest team member. Lara will head up all things Marketing for COMMB and will be responsible for developing and executing both English and French marketing and promotional activities across Canada. Lara will oversee all COMMB communications channels (website, newsletter and social media), as well as sponsorships and other B2B initiatives to promote the measurement and value of OOH media.

“Lara’s OOH and client experiences will be an asset in her new role as COMMB moves forward with new measurement and planning initiatives designed to provide more robust audience data and streamline the process of planning OOH campaigns,” said Rosanne Caron, COMMB President.

USA: Cannabis Goes Universal in This Campaign Showing Pot Users From All Walks of Life

Cannabis retailer MedMen has been fighting stereotypes in its advertising for months now, featuring everyone from white-collar professionals to grandmothers as weed lovers.

For a new $4 million campaign breaking Monday, the marketer leans into some Southern California cliches like sand and surf, a Rolls Royce in Beverly Hills, a shirtless weightlifter at Muscle Beach and a hipster with a guitar on the Sunset Strip. (Those are cliches for a reason, by the way).

Each beautiful image has a single word written across it: “Cannabis.” The locations of MedMen’s eight Los Angeles-area dispensaries appear against a red background, and its sleek signature red shopping bag has a cameo in each photograph.

AUSTRALIA NEWS

Australia: Fast forward - Adshel boss explores the future of tech and out-of-home

Once limited to the realms of science fiction, smart tech developments in the out-of-home sector are already driving groundbreaking campaigns around the world. Mike Tyquin on the sector’s future.

Out-of-home (OOH), like other media, is transforming in response to digitisation, data and the changing expectations of advertisers. Digital screens supported by ad servers that update content in response to real-time triggers are already here. Innovative campaigns, too, are also already using rudimentary face recognition, QR codes and image scanning, beacons and citizen wayfinding.

There’s plenty of evidence of forward thinking happening in out-of-home (OOH). But what about the future?

Australia: OOH Industry Once Again Lends Signs To Help Find Missing Persons

The Outdoor Media Association (OMA) and its members have again partnered with the Australian Federal Police (AFP) for National Missing Persons Week (NMPW).

The two organisations have launched a national out-of-home (OOH) campaign highlighting the profiles of missing persons cases.

This year, OMA members have generously donated an estimated 5,000 OOH signs Australia-wide, valued at approximately $1.6 million – the largest donation in the history of the partnership.

Participating OMA members include: Adshel, APN Outdoor, Bishopp Outdoor Advertising, JCDecaux, oOh!media, QMS Media, Tonic Health Media, and TorchMedia.

AFRICA NEWS

South Africa: Posterscope OOH conversations

On Wednesday, 25 July, Posterscope South Africa hosted their annual out-of-home (OOH) media conference at the Exclusive Books Social Kitchen and Bar in Johannesburg, Gauteng.
Welcoming attendees to the conference which attracted industry’s top media owners, Koo Govender, CEO of Dentsu Aegis Network South Africa, set the scene for attendees giving them a summary of what could be expected and elaborated on the exceptional growth within Dentsu Aegis Network SA from 2017 to present and illustrated how Posterscope fits into the Dentsu Aegis Operating Model.

Govender then handed over to Donald Mokgale, the Head of Posterscope who then presented the OOH trends across sub-Saharan Africa that have been gaining traction. The rise of large formats, bigger sizes being demanded by clients for greater impact and measurement increasingly being demanded by clients to quantify ROI were just a few of the trends discussed.

MIDDLE EAST NEWS

Oman: ELAN Group signs deal with Oman's TAMANI

ELAN Group recently signed an agreement with TAMANI Global Development & Investment, a diversified Omani enterprise that has multiple world-class commercial, real estate, retail warehouse, health care and hospitality development projects in its portfolio.

Under this partnership, ELAN Group will expand its cutting-edge Digital Out-of-Home networks and launch two Novo Cinemas megaplexes at the upcoming signature developments of TAMANI Global Development & Investment, Mall of Muscat and Sohar China Downtown Malls.

Sheikh Mahmood Al Jarwani, Chairman of TAMANI Global Development & Investment, said: “Joining forces with ELAN Group will enable us to cater to the needs of the entertainment and media scenes of the Sultanate of Oman. We value the importance of ELAN Group’s offering and the demand for it in our Omani market. Under this agreement, we will create a platform to cater to these dynamic industries,set new industry standards and will positively contribute towards enriching the visitors’ experience at both of our unique shopping centers: Mall of Muscat and Sohar China Downtown.”

Saudi Arabia: Saudi and Emirati Entrepreneurs Enter the World of Blockchain with Aim to Revolutionize OOH

Over the past decades, Out of home advertising has been regarded as one of the most influential forms of brand promotion, dedicated for consumers who are on the go, waiting in public places, attending specific events, or in transit between ports. Nonetheless, the limitations to this form of advertising is that it is static, lacks metrics, and very expensive, making it difficult for effective products and services to be advertised, and giving more power to others in gaining greater market shares.

ASIA NEWS

India: Nescafe Romances Mumbaikars With New OOH Campaign

Nescafe coffee is back to make a statement yet again with its new OOH campaign 'Badal Life Ki Raftaar’ this monsoon. Cliched it might be, but rains, romance and a hot cuppa coffee always go hand-in-hand.

Executed by Street Talk, this time the brand solely chose the OOH medium, considering its TG. The objective of the innovation was to spread the message that “You can’t guzzle a hot drink, it has to be taken slowly” (making it the perfect way to measure out breaks) and while you’re sipping and blowing and waiting for that optimum comfortable drinking temperature, you can inhale the warmth of the aromatic vapours.

India: DOOH boom is coming to India

MUMBAI: India’s digital out of home (DOOH) market is expected to grow rapidly over the next five years as more sites are converted to this format and as brands take advantage of the medium’s agility and ability to deliver measurability.

The number of DOOH screens has grown fivefold to 60,000 over the past three years, while, at Rs 150 crore, digital accounts for between 3% and 5% of the overall OOH market. Industry estimates suggest the DOOH market could grow 20-25% over the next five years, or more than double the rate of the total OOH market, but some observers are even more optimistic.

Malaysia: Advertising on the road without billboards

OUT OF HOME advertising traditionally meant billboards, signage on lampposts, and stickers on buses.

In a society where everyone glued to their cell phones, billboards and the likes are more white noise than targeted outreach. Considering the high costs associated with these spaces – some fetching prices of up to US$200,000 per year in Malaysia – traditional OOH advertising is highly inefficient.

To help companies make more targeted outreach while users are on the road, Google’s Waze is allowing businesses in Malaysia to advertise on their GPS navigation platform.

Under Waze Local, small and medium-sized businesses (SMB) will be able to increase awareness of their locations, to drive more traffic in-stores.

India: BBMP bans all types of outdoor ads for a year

BENGALURU: In the wake of the Karnataka High Court’s directive last week to remove all flexes and banners across the city, the Bruhat Bengaluru Mahanagara Palike (BBMP) council on Monday passed a resolution banning all forms of outdoor advertisements for the next one year.

The city corporation will resume its drive against posters, flexes, banners, buntings and hoardings from next week.

Advertisements displayed on skywalks and bus shelters are exempted from the ban for the time ..

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