EUROPE NEWS

UK: Talon Outdoor: automation and the ‘P’ word in OOH – how collaborative, data-led strategies can grow the medium

Eric Newnham, CEO of Talon, reflects on the recent FEPE Congress for the global out of home industry where he spoke about how automation is driving change for the better in OOH.

Digitisation and technology are having a transformational impact on the Out of Home advertising business globally, coming a long way from one of my first jobs in the industry where I would fill out inventory forms by hand.

Today, well over half of Talon’s media billings are derived from digital campaigns, whilst the people we employ include data scientists, project managers, software developers, as well as planners, buyers, creatives and strategists. Growth of digital inventory has also been a catalyst for proving effectiveness – over twice the levels seen previously according to the IPA – driven by improved stand out, larger audiences and a greater use of context from clients.

In other words, we are getting smarter. And thanks to significant global investment from many landlords and media owners, digitisation and technology is adding to the OOH value proposition to advertisers

UK: £3m worth of 'smart' street furniture to be installed in Belfast

More than 20 pieces of "smart" street furniture valued at £3m and equipped with defibrillators are to be installed around Belfast, it's emerged.

The Pulse Smart Hubs, which take their design from the Victorian red phone box, will offer free wi-fi, access to emergency calls, mobile phone charging, touch-screen visitor information, air quality stats, traffic details as well as life-saving defibrillators. Its creators claim Belfast will be the first city to get the product.

The hubs will come with various security measures including facial detection and alarm. Each defibrillator also has built-in GPS. It's funded by London-based Pulse Smart Hub, Belfast-based telecoms operator Euro Payphone and outdoor advertising company Exterion Media UK.

Pulse Smart Hub chief executive Patrick Fisher said: "We have been working closely with local stakeholders to ensure the Pulse Smart Hub network supports Belfast City Council's strategic vision for smart cities and that the benefits to the city and its residents are truly maximised and available free to all."

France: Bladerunner or Run of the Mill? The Evolution of Out-of-Home Advertising

At the Cannes Lions festival last week, Clear Channel International brought together experts from across the advertising ecosystem to discuss the future of out-of-home advertising and its evolution from broadcast to narrowcast.

ExchangeWire’s Ciaran O’Kane moderated the discussion between Donna Vieira, CMO, consumer bank and Chase wealth management, JP Morgan Chase; Mike McGee, CCO and co-founder of Framestore; Jeyan Heper, CEO, Skyn; and Clear Channel International’s commercial innovation director, Cadi Jones. OOH still plays well into the big brand awareness goal, perhaps even more than before, as every other broadcast medium is shrinking.

No TV show is reaching the kind of audiences that it did a few decades ago (think back to the 1986 Eastenders Christmas special, which reached an audience of 36 million), and if you want to reach that size of audience today, OOH is the only way to do that. If you have one message for everything and everyone, then the inherent brand value of broadcasting public’s promise can’t be denied. However, the OOH medium is transforming; and beyond its broadcasting power is the power of targeting and, with that, the ability to achieve creativity, flexibility, and accountability.

UK: Dulux uses Digital OOH to connectLondon and Amsterdam

Paint brand Dulux is using a digital out-of-home (OOH) deployment and accompanying app to allow residents of London and Amsterdam to add colour to each other's lives with a live link between two full motion screens.

Created by MullenLowe London and powered by Ocean Outdoor's international alliance and the latest digital OOH technology, the Let's Colour experience is deployed at the Meridian Steps screen at Westfield Stratford in London and the Ngage Media screen at the Amsterdam World Trade Centre.

Users can connect to the screens using the Visualiser app, created specificially for this campaign, which enables participants to colour a landmark in each other's city, choosing from the wide palette of Dulux paint colours. Once they have completed their masterpiece, they submit their image, along with a selfie and their name, and it appears on the screen in the opposing city.

UK: Helen Weisinger of Outdoor Plus: why Out of Home should be inspired by social

Over the next few weeks social media channels will be updated to reflect every significant moment of the 2018 World Cup – the goals, the joy, the sadness and the glory, all played out on our feeds in real time. But what most marketers don’t realise is that they could be using out of home in the same way.

In a past life, I worked in digital marketing. I was fascinated to see how social media transformed the media landscape; shifting the bar from the delivery of one big idea to a continuous stream of creative. Then I moved into the world of media ownership, specifically OOH. It was a shock to the system. I came from an environment where clients expected and demanded dynamic, reactive content, to one where it was assumed that a billboard was still limited to a single piece of creative.

There’s a huge chasm between the capabilities of digital OOH in particular and how it’s currently being used. Marketers need to catch up with technology and have the same expectations of OOH as they do social media, using it to serve up relevant, of-the-moment content. It certainly shouldn’t be the norm to show the same poster, in the same place, week after week. A digital agency would be fired if they delivered one tweet a fortnight – why shouldn’t the same rules apply to OOH?

UK: Ocean Outdoor to show Wimbledon on full-motion screens

Highlights from the Wimbledon tennis championship will be shown on large-format screens in eight UK cities, while the women’s and men’s finals will be shown live on a screen in London

UK-based digital out of home advertising company Ocean Outdoor has agreed a partnership with the All England Lawn Tennis Club which will see highlights from Wimbledon shown across Ocean’s full-motion large-format screen portfolio.

In addition, Ocean will broadcast both women’s and men’s Wimbledon Finals matches live on its new full-motion screen in Westfield Square, Westfield, London on 14 and 15 July.

Ocean head of content and sponsorship Kevin Henry said: “This is a milestone moment for spectacular, full-motion out of home. Digital out of home is the perfect vehicle to bring the best tournament in the world to even more people who are living and working in Britain’s connected, digital cities.”

UK: 'Six billboards outside Douglas, Isle of Man'

The Isle of Man Government Enterprise Development Scheme (EDS), managed by Spark Impact, is helping a digital island business to expand.

Carrera Digital Limited has been provided with financial support to help expansion plans as they invest in new and exciting technology for the island. News of the award comes amid controversy last month as it was confirmed only a small part of funds available had been taken up.

Founded in 2014 by local chartered surveyor and estate agent Tim Groves, Carrera Digital Limited, trading under the name of Billboards.im offers digital and static outdoor advertising around the island. The company, which has just celebrated its third anniversary, has recently installed its newest addition in the centre of Strand Street in Douglas.

USA: How Will Privacy Law Changes Affect OOH?

From Stephen Freitas, OAAA Chief Marketing Officer

OAAA spotlights the Innovations Committee, asking members:

“With the adoption of General Data Protection Regulation (GDPR) in the European Union and concerns about consumer data privacy in the US, how will changes in data use protection and privacy laws impact the OOH industry over the next several years?”

Stephanie Gutnik, Vice President of Business Development, BroadSign

Over the past couple of years, advertisers have focused on targeting extremely specific types of individuals. As web browsers decrease cookie usage and data privacy laws are implemented, ultra-narrow planning techniques will widen and strengthen the appeal of contextual messaging. Combining location and a variety of variables relevant to a contextual audience is a core benefit of OOH. Moreover, an increased need to use multiple, complementary channels throughout the sales funnel will accelerate the development of multi-touch attribution tools that identify the value of OOH more clearly than last-touch attribution.

Joshual Lawton-Belous, COO & Co-Founder, Abraxas Technology

While the conversation has mostly centered around what was done or is presumed could be done with data, a review of how these laws will affect the value of the data that digital marketers use has been rather mute.

USA: Outfront Media Collaborates With Frisco for OOH Campaign

Outfront Media has collaborated with Frisco Fresh Market, in sync with its efforts to focus on out-of-home advertising business.

With this campaign, the company will announce inauguration Frisco's new outdoor farmer's market. Specifically, Outfront Media has planned a unique "tease and reveal" design for the campaign, which has been developed by Outfront Studios. The campaign, which will be displayed across Texas, will be running for seven weeks from Jun 11, 2018 to Jul 29, 2018. The new outdoor farmer's market is scheduled for Jun 30, 2018, and will be displaying different local and national fruits, and vegetables.

Through the best-in-class technology and assets in premium high-traffic outdoor spaces, Outfront Media will likely help in reaching the target audience and drive the campaign. Dave Wood, regional vice president at Outfront Media informed, "Out-of-home continues to be the best platform for creating engaging content that catches the attention of large audiences."

Australia: oOh! Media successful with $570m bid for Adshel

Bidding war for out-of-home player, Adshel, concludes after oOh! offers $570m purchase price

Ooh! Media has struck an agreement with rival out-of-home advertising player, Adshel, to acquire the business for $570 million, ending a bidding war for the latter business. ASX-listed oOh!Media confirmed it had entered a binding agreement to acquire 100 per cent of share capital in Adshel from its parent, HT&E, for $570 million, with completion expected this year subject to ACCC approval.

The purchase will be funded by a combination of $450 million in new debt and equity capital raising. The successful bid from oOh! Media ends months of fierce bidding for the Adshel business between oOh!Media and its rival, APN Outdoor Group, itself the subject of a $1.09 billion acquisition bid by third player, JCDecaux. OOh! kicked things off back in April with a $470 million bid for Adshel, which was promptly rejected by HT&E. On 22 May, APN Outdoor launched its $500 play for Adshel, saying the deal represented an important strategic expansion of its business.

New Zealand: JCDecaux acquires Australian out-of-home media company APN Outdoor

JCDecaux will acquire Australian out-of-home media company APN Outdoor for $1.119bn following a wave of consolidation in the Australian market.

The international outdoor giant has agreed the deal after its initial $1.1bn bid last week was rejected. The deal will provide JCDecaux with APN’s large format billboards as well as outdoor assets in the transit, rail and airport markets. It will also enable the French-based brand to enter New Zealand, via the company’s trans-tasman assets.

Jean-François Decaux, co-chief executive officer of JCDecaux, said: “This acquisition is a significant milestone in JCDecaux’s history in Australia, which is the 7th largest advertising market worldwide, where we have been growing organically since 2000.

Russia: International OOH Congress 27-29 September, St. Petersburg

Registration for the 10th International OOH Congress in St-Petersburg, Russia between 27-29 September 2018 is open.

Early Bird for international - till 15 July.

15% FEPE discount for members & Sorrento delegates is provided.

First headliners confirmed are: legendary Annie Rickard & Gideon Adey from Kinetic, UK & Igor Kirikchi the head of BBDO, Russia.

Congress languages: English & Russian

Format: 2 conference days, exhibition area, White Party & Gala Dinner.

The Congress (est. 2005) is recognized as a top industry event, indicated by highly professional audience, as well as special program. Founded in Russia, the event has grown international.

Last year Congress in Tunisia gathered the record number 300 delegates: key people of Russian and global out-of-home industry, representatives of major operators, global advertising agencies, suppliers, clients, research and production companies

List of delegates 2017>>

The Congress 2018 promises to be even more large-scale. The hottest topics of OOH business will be discussed by trusted experts of the industry. Creative entertainment program will traditionally complement business agenda.

The organizers have negotiated special rates for the Congress venue Corinthia 5* hotel.

LIGHT PASS option for accompanying persons are available.

OOH Congress is especially recommended for suppliers interested in finding new business within the huge OOH market of the 140-million people country of Russia.

For more information, please visit oohcongress.ru or contact jane.baranova@tmg-russia.ru

ASIA NEWS

India“With OOH, Advertisers have the ability to use the space in unorthodox ways”

A report by Magna Global states that the advertising market in India is expected to grow by +12.5 per cent in 2018. After a relatively disruptive phase, OOH will see a growth of +8.7 per cent. Though it’s share in the overall advertising market is relatively lower, Praveen Gupta, Founder, eg. communications tells Pitch why the market for OOH is currently growing –

1. How much can an individual retain when it comes to advertising? He is seeing ads everywhere be it on the phone, on television, OOH, and newspapers – How effective is this medium?

Outdoor Advertising today is an indispensable part of any advertising campaign as people are spending more time outside their homes than ever before.Today, every brand insists on an Integrated Marketing Communication – 360-degree advertisement being an essential part of it to create awareness, increase sales and brand recall, making OOH an important part of the media plan along with TV and print. With OOH, a customer doesn’t get the choice of switching to another channel.

Talking about whether a customer retains the message a brand offers –the right mix and strategic placement of media plays a major role in the success of the message by creating repeated visibility. It is about delivering the brand message to those people who are on the move; therefore, catching attention of those who are already “alert” and are aware of their surroundings can be done with much more convenience and ease. OOH has the ability to create trust in the brand as audience gets to experience the product/service through various activations/sampling.

Pakistan: Out-of-Home moves to another dimension

Out-of-Home (OOH) is one of the oldest forms of communication. In fact, despite an ever-changing media landscape, the medium has managed to hold its own because of one simple fact: it is a high-visibility medium with the ability to reach massive audiences.

In Pakistan, the OOH medium has historically remained under-regulated and lacking the tools to quantify both effectiveness and quality despite the excessive costs involved. As a result of this lack of measurability, agencies, advertisers and vendors (the three primary stakeholders), adopted the view that apart from size and location, all OOH formats were worth the same. All this combined led to the unchecked expansion of the medium, with brands blindly acting on international research insights, which identified the medium as the second most effective (after TV) in terms of reach.

Pakistan: Political banners removed from pedestrian bridges in Karachi

On the directives of the Election Commission of Pakistan, structured signboards of Pakistan Peoples Party (PPP) and Pakistan Tehreek-e-Insaf (PTI) have been removed from Sharae Faisal and Rashid Minhas Road. According to District Municipal Corporation (DMC) East Chairperson Moeed Anwar, all such advertisements and banners have been removed from pedestrian bridges with the help of law enforcement agencies.

Such advertisements, Anwar said, were illegal in light of the Supreme Court’s (SC) order. With the 2018 general election around the corner, Karachi’s skyline is being visually polluted by banners and advertisements inscribed with political messages cropping up on major thoroughfares across the city.

FEPE OOH News 28th June 2018