FEPE OOH News 2nd August 2018

FEPE OOH News 2nd August 2018

 

EUROPE NEWS

UK: Sun's out, gin's out: Diageo launches weather activated OOH ads

Diageo is reaching out to gin drinkers in a new way this summer, having launched an out-of-home campaign that serves digital ads based on the current weather.

The campaign will advertise both of Diageo's gin brands, Tanqueray and Gordon's, as well as three other of the company's spirit brands: Captain Morgan, Smirnoff and Smirnoff Cider. All five brands will share digital airtime across JCDecaux's new LDN network.

Bespoke creative executions will be served for each brand when the weather reaches a certain temperature, in a portfolio campaign devised by OOH specialist Posterscope and Carat, in partnership with Liveposter.

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UK: OOH advertising faces its Icarus moment - here is what it needs to do to avoid falling

The Greeks had a word for it – hubris. Acting as if with impunity, without limits. Invariably, such behaviour is punishable by the Gods; when Icarus thought he could fly, armed with wings of just paper and wax, he flew too close to the sun, and plummeted to his doom.

Digital media – the modern-day Icarus of our story – is at a pivotal moment. Plagued recently by challenges around quality, transparency and targeting compliance, brands and the wider industry are now beginning to align in their drive to clean up the “murky” digital supply chain - or risk plunging into the abyss of lost consumer trust. However, while traditional online digital media continues to grapple with these marketplace corrections, another medium is approaching a moment of truth in its own digital journey.

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UK: Primesight appoints new marketing director

Primesight has appointed Bryan Scott to the newly created role of marketing director.

Scott joins from The Lighthouse Company where he served as marketing & innovation director for three years.

He also worked at DMG Media, where his first role involved setting up the company’s in house creative marketing agency, before being promoted to marketing communications director for Metro.

Prior to that Scott held the position of commercial marketing manager at Capital Radio Group.

Scott’s appointment forms a key part of the out-of-home media owner’s strategy to raise the profile of the Primesight brand as well as the medium.

"As we continue to rapidly grow and diversify our portfolio with new products, the need to communicate and amplify our estate has become even more important," said Matt Teeman, managing director at Primesight.

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AMERICAS NEWS

USA: Programmatic advertising to drive digital OOH market to exceed more than $5bn by 2022

The global digital out of home (OOH) market is expected to exceed more than $5bn by 2022 at an annual rate of 10% as a result of boost in programmatic advertising.

According to MarketWatch, the report by Market Research Engine states that the major driving factors of global digital OOH market are increased spending on programmatic advertising, increasing focus on business intelligence and rising market competitiveness and technological Innovations in display technologies.

Meanwhile, the increasing trend of online/broadcast advertisement is the restraining factor. The opportunities for global digital OOH include the rising demand for internet of things (IoT) and emergence of the cloud platform and increasing usage of virtual and augmented reality in digital OOH advertising.

Developing equipment suitable for all weather conditions and lack of standards for interoperability between devices remain the challenging factors of global digital OOH market.

Source

USA: Top 5 Out-Of-Home Advertising Trends

Out of home is the only traditional media seeing ad spending growth right now, and for good reason. It remains relevant despite continued development and deployment of new media that have drawn eyeballs away from newspapers, magazines and linear television.

That has led a lot of advertisers to want to explore this promising format. But what trends in OOH should they be following to ensure their ads get noticed and gain traction? Here are five things to watch for in 2018 and beyond.

1. Digitization of all outdoor inventory

Digital billboards have exploded on the scene — some 1,400 were erected in just the past two years. 

But that’s only part of the picture. Digitalization has hit all forms of OOH media. Digital networks are increasingly common in malls, airports, subways, bus shelters and more, notes Stephen Freitas, chief marketing officer at the Outdoor Advertising Association of America.

“There is certainly a continued trend toward building out more of that footprint. It’s that broader trend of seeing more movement to digital inventory in all silos, across all segments,” he says.

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Latin America: JCDecaux buys out minority interests in Corameq

JCDecaux S.A. has announced that it has acquired 100% of Corameq, a holding company of Eumex, after acquiring the stakes of the two founders and non-controlling shareholders: Antonio Torres and Carlos de Meer.

In March 2014, JCDecaux announced the acquisition of 85% of Eumex, a Latin American street furniture group active in Mexico, Guatemala, El Salvador, Costa Rica, Panama, Colombia and Chile.

This first major buyout gave JCDecaux a foothold in six new Latin American countries and launched a phase of rapid expansion in the region. This was followed by a string of mergers and acquisitions, including the acquisition of the Latin American business of OUTFRONT Media in April 2016, an alliance with Caracol Televisión in Colombia in June 2016, a merger with Top Media Central America in December 2016 and a merger with América Móvil in Mexico in October 2017.

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USA: LinkNYC kiosks improving quality of life in the Big Apple

In 2016, New York City went through a major smart city upgrade, as Intersection deployed multiple Link kiosks. The city replaced older phone booths with these kiosks, which offer free Wi-Fi to the public, as well as advertising and wayfinding.

The kiosks also allow customers to make free nationwide calls or report emergencies. There are now more than 1,600 kiosks in all five boroughs of the city. Digital Signage Today spoke with Ruth Fasoldt, director of community affairs for Link, to see how these devices are transforming the city and improving lives.

Digital Signage Today: What are the main features the kiosks offer?

Fasoltd: LinkNYC is the first-of-its-kind communications network replacing the city's payphones to build the world's fastest and largest free public Wi-Fi network. Since Mayor Bill de Blasio announced the public launch of LinkNYC in early 2016, more than 1,600 Links are active across all five boroughs, with thousands more set to be deployed over the next several years.

In addition to free Wi-Fi, Links offer free nationwide phone calls, a dedicated 911 button, device charging, and a tablet to access maps and city services. Link's services come at no cost to users or taxpayers because Link generates its own revenue through advertising on the 55-inch digital displays on the sides of kiosks.

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Canada: Branded Cities strikes partnership for better OOH measurement

Branded Cities (BC), a premier Out-of-Home and iconic media company in North America and NinthDecimal, the leading omni-channel marketing platform, today announced a partnership that will empower brands to amplify their OOH campaigns with mobile advertising. Marketers will have the ability to create one-to-one conversations at Branded Cities’ OOH locations, continue engagement at influential moments and receive actionable audience insights.

“We are happy to partner with NinthDecimal,” said Steven Ellman, Chairman & Chief Executive Officer of BC. “For us, this is the natural progression of Out-of-Home’s drive towards extending reach, delivering measurable engagement and receiving more reliable analytics. By combining the ubiquity of smartphones and the influential nature of OOH, we will be able to magnify campaigns, connect brands to their target audience, and demonstrate how advertising on our OOH signage can drive in-store visitation.”

The partnership will allow advertisers to elevate the effectiveness of their OOH campaigns through NinthDecimal’s digital media extension to deliver actionable touch points to desired audiences across mobile and desktop. Additionally, NinthDecimal’s campaign measurement attribution solution, Location Conversion Index® (LCI®), gives advertisers a better understanding of who is being reached by their OOH campaigns and the resulting business impact. By quantifying the incremental lift in visits, brands receive valuable insights into their OOH campaign including its ability to drive customers to stores. This precise attribution can further be used to optimize future marketing spend and maximize effectiveness across metrics that matter most to the brand.

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USA: Casper Boasts it's "Sensational in Bed" with a Broadway-Themed Out-of-Home Campaign

For a Broadway show, the phrase “couldn’t keep my eyes open” in a review could be the kiss of death. But for a bed-in-a-box brand, there’s no better praise

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AUSTRALIA NEWS

Australia: Unmissable content in context - the OOH Holy Grail

New developments in out-of-home marketing powered by intelligent analysis have made placing your brand in the right context with the right audience a very real prospect.

When the world leader in group travel for the 18 to 35 age group, Contiki, launched an out-of-home (OOH) campaign late last year to push its European packages to its key demographic, university students, it didn’t expect to see such an uptick in revenue – let alone a 300 percent increase in sales.

But that was the result of an integrated OOH advertising, online and social campaign supported by native content.

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Australia: JCDecaux launches Smartframe: "Australia's most powerful digital-only network"

The Smartframe network consists of over 300 premium and small-format assets.

The Smartframe network consists of over 300 premium and small-format assets and reaches 60.4% of OG1 audiences across Sydney, Melbourne, Brisbane and Perth.

Included in the network:

• JCDecaux’s digital street furniture network
• The new Telstra digital kiosks
• The rapidly growing and newly digitised Yarra Trams network
• Large format assets The Collins, The Clock and The Spencer
• Locations along Sydney’s York St, Eddy Ave and Elizabeth St
• Queensland Rail locations

The rapid digitisation is set to continue, with JCDecaux reaching 2,350 hand-selected, digital Smartframe locations by 2020, to complement the more than 55,000 digital screens the company has across 45 countries.

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Australia: Chatime Unveils Cheeky "Blow Me" OOH Campaign

Chatime is serving up new hot teas for winter in its ‘Blow Me, I’m A Hot-Tea’ campaign, designed to increase demand in what is typically its quieter months.

Chatime’s new head of marketing, Tim Paton, said that knowing what resonates with the Australian audience has allowed the company to have fun with a tongue-in-cheek approach to the campaign.

“This is the beginning of big things for us and we’re excited about infusing the fun into our campaigns from the start,” he said.

“Chatime has opened more than 90 T-Breweries in the last seven years and we have ambitious growth plans for more.

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ASIA NEWS

India: Summer of sport brings innovation to the forefront in DOOH

Over the last decade, there has been a tremendous surge in the number of events in the International sports calendar. Traditionally, the World Cup, the UEFA Champions League, the Tennis Grand Slams, IAAF World Championships, the Summer and Winter Olympic Games, the Commonwealth Games, the PGA Championships amongst numerous others have dominated annual world sporting calendars. In India, at a very India-centric level we have witnessed a dramatic rise and ballooning of sports properties such as the IPL, ISL, Hockey India League, Pro-Kabaddi and Premier Badminton League in recent years. In the next few months, sports fans can expect to see the Asian Games, World Badminton Championships, Pro Kabaddi League, the US Open and of course the on-going India-England cricket series that’s keeping us engrossed.

With so many sports events happening at the same time, the Digital-Out-of-Home (DOOH) industry is now looking for innovative ways for brands to connect with sports fans as well as reach newer audiences. The industry as a whole is trying to keep pace with other mediums and is making in- roads. With increasing smartphone penetration and falling data tariffs, online consumption of sports content in India is without doubt on the rise. Online and ‘on-the-go’ consumers are no longer a niche category that can be ignored. There are 429 million online sports viewers in the country and on Hotstar alone during the 1 st IPL match this season, a whopping 42 million people tuned in to watch which was three times higher than that of last year.

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