World Out Of Home Organization Newsletter May 24th 2019

24 May, 2019

EUROPE NEWS

France: Clear Channel beats JCDecaux on its home turf as it begins life as an independent company

Clear Channel Outdoor Holdings (CCOH) has beaten its French competitor JCDecaux on its home turf to secure the City of Paris street furniture contract.

JCDecaux previously held the contract, and the loss will come as a blow to the company as it continues to lose its grip on the capital. Earlier this year, its ten-year contract with Paris' public bicycle company, Vélib' also came to an end.

As part of the five-year contract, CCHO will operate 1,630 pieces of street furniture in Paris, which are available for advertising.

With the potential to reach 20 million French residents, the new panels will enable advertisers to reach 85% of Greater Paris' population, weekly.

UK: Alistair MacCallum named Kinetic UK CEO

Alistair MacCallum, UK chief executive of M/SIX, is joining Kinetic in the same role. He replaces Stuart Taylor, who announced his departure in February. Kinetic is the UK’s biggest out-of-home buying agency. This week, Campaign reported that WPP has closed Tenthavenue, the mini-holding company that housed Kinetic, with Kinetic now formally sitting within Group M.

MacCallum, who joined M/SIX in 2017, will begin his new role at the end of August. He will report to Marc-Antoine de Roys, Kinetic’s global chief executive, and work with Group M teams in the UK, as well as independent agencies.

MacCallum is set to be replaced by iProspect CEO Jack Swayne, who will be handed an expanded role of CEO UK and EMEA.

NORTH AMERICA NEWS

USA: OOH Growth Continues Amid Traditional Media Declines

Strongest Quarter in 10 Years for OOH

The fourth quarter of 2018 produced the strongest quarterly growth for total me- dia ad sales in 18 years (almost +12%). The winners in 2018 were OOH (+4.5% to $8 billion) and paid search (ad sales up +23% to reach $54 billion). OOH had its best quarter in more than a decade (+7.2%), partly due to the significant increase of ad spend from the technol- ogy sector. OOH is the only linear media type to experience consistent organic revenue growth.

35 Consecutive Quarters of Growth

OOH experienced increases in all four primary formats – billboards, street furniture, transit, and place-based. Among the top revenue categories, those with the greatest growth increase in 2018 included Government, Politics and Organizations +14.6 percent;

USA: Nancy Fletcher's Farewell State of the Industry Address

This OAAA Special Report is based on Nancy Fletcher’s “State of the Industry” speech on May 21, 2019, at the 2019 OOH Media Conference + Expo in Las Vegas.

Fletcher speaks to the importance of unity and collaboration in her 2019 State of the Industry address
The first time I reported on the “State of the Industry” was in 1991. Today is the 29th and final time I’ll have this honor. Later this year, we will welcome a new OAAA leader, who will be on stage at the next national conference for the out of home (OOH) industry in 2020.

I fell in love with this industry more than 40 years ago. I was 23 years old – in 1978 — living in the Twin Cities, doing government affairs and site development work for Naegele Outdoor Advertising.

USA: Trusting the System

By Andy Sriubas

Radical Transparency in Advertising Will Create Growth

In 1734, John Peter Zenger was arrested and accused of libel by William Crosby, the sitting Governor of New York. Mr. Zenger was the publisher of an opposition newspaper called the The New York Weekly Journal. The paper had printed stories critical of the Governor using factually correct accounts to challenge Governor Crosby’s preferred narrative. As an agent appointee of His Majesty the King, Governor Crosby was not accustomed to being criticized nor having his word challenged.

Throughout history, monarchists’ self-interest required tacit control over the press; resting on the belief that complex societies required a single ‘god-voice’ to maintain an orderly state of affairs. The temptation to own the narrative, without question, exists for any singularly embedded entity so as to perpetuate its’ existence, and extend its’ influence, in that dominant position.

USA: OOH Industry leaders presented with top awards at Annual Conference

The out of home (OOH) advertising industry honored eight industry leaders with its most esteemed awards May 21 in Las Vegas. Nancy Fletcher, president & CEO of the Out of Home Advertising Association of America (OAAA) was presented with the highest honor, the Myles Standish Distinguished Achievement Award of Excellence. Fletcher plans to retire from OAAA at the end of the year after nearly 30 years as the association’s leader.

Fletcher’s career in OOH advertising spans more than 40 years. She began working at Naegele Outdoor Advertising in 1978, where for over a decade she served in various positions including general council and president & general manager of the Minneapolis-St Paul market. Before joining OAAA in 1991, she served as an officer for Patrick Media Group, the largest OOH media company in the US at that time.

USA: Outfront Targets Up Front Execs

OUTFRONT Media is running an interesting set of ads during the May 13-16 television upfronts. The upfronts are a series of meetings in which the broadcast and cable networks make their annual pitch to media buyers and marketers to secure advertisers for the coming season’s lineup.

OUTFRONT is highlighting its ability to reach millions of people in real life, in real time. It’s encouraging brands to partner with OUTFRONT to become part of their audiences day.

The ads will use Outfront liveboards and billboards in the MTA system and across New York city because that’s where the upfronts are held.

USA: WPP axes Tenthavenue in latest agency cull

WPP has shut Tenthavenue, a mini-holding company that housed a collection of agencies, as its cull of agency brands continues. Rupert Day, chief executive of Tenthavenue and a long-serving lieutenant at WPP dating back to the early 1990s, is leaving.

Tenthavenue housed Kinetic, Joule, Candyspace, Spafax, Forward, Shopper2Buyer and TMarc as subsidiaries.

WPP said the agencies are "unaffected" by the retirement of the Tenthavenue brand, which in effect served as an intermediate holding company. About 1,500 people worked under the Tenthavenue umbrella in 2016, the last year that WPP disclosed those staff numbers in its annual report.

Kinetic, the out-of-home media buying agency, is the best-known business within Tenthavenue and it is understood that it will now formally sit within Group M, the home of WPP’s media agencies.

USA: Eccleshare says independence gives Clear Channel Outdoor greater ambition and a longer term view

Clear Channel Outdoor CEO William Eccleshare talked at last week’s JP Morgan Global Technology, Media and Communications Conference. He expressed regret that Clear Channel Outdoor had to sell Australia and certain US assets. Here are the highlights.

On the virtues of independence.

It changes us psychologically being an independent pure play out of home business rather than a subsidiary of a great big radio business…we now have a board or directors who are fully focused on out of home. That gives us perhaps a greater sense of ambition…I hope it means we can take a slightly longer term view of the business….and I hope if means that we can look at tuck-in acquisitions that we might not have been able to look at over the past couple of years, and it might avoid us having to make some of the decisions regarding dispositions…

USA: Neustar and JCDecaux North America Partner to Bring Mobile Location Intelligence to Digital and Analog Out-of-Home Advertisers

Neustar a trusted, neutral provider of real-time information services and the leader in trusted customer identity and marketing analytics solutions for Fortune 500 brands, and JCDecaux North America, Inc., the number one outdoor advertising company worldwide, today announced a partnership to bring advanced mobile location intelligence to modern digital and analog Out-of-Home advertisers. Neustar’s trusted customer identity solutions offer a single source of robust, person-based data that has been securely pseudonymized to protect consumer privacy.

This announcement expands on the companies’ initial partnership in 2017.

USA: Programmatic digital OOH does not spell the death of traditional, static outdoor

As advertising evolves to increasingly embrace digital trends, with the increase in data availability in real-time, personalized, automated out of home moves closer to reality.

Ahead of Programmatic Punch New York, The Drum spoke to Adam Green, senior vice president and general manager of Broadsign Reach around how automated digital advertising can be taken outdoor and why moving to more open market transactions will benefit the industry.

How can we take programmatic advertising outdoor?

We’re at an interesting point in the evolution of programmatic digital out of home (DOOH) where the tech is ready, but the people and business processes haven’t caught up.

AUSTRALIA NEWS

Australia: oOh!media's Brendon Cook says data and machine learning will transform out of home

Brendon Cook, the CEO of oOh!media, has outlined his out of home advertising group's strategy, pointing to technology, including machine learning, to transform the way media is transacted.

He told shareholders at the AGM in Sydney he expects revenue growth will flow through to earnings more strongly in future years.

This will be helped by the full integration of the Commute business, formerly Adshel, and with the leverage of additional strategic capabilities, such as the oOh! Data Suite.

Australia: JCDecaux launches dynamic, live music content on digital billboards

JCDecaux, has partnered with Southern Cross Austereo (SCA) in an out-of-home first digital billboard campaign for the radio network, that delivers a live music prompt of songs currently playing on SCA’s Hit network.

Drivers passing by on major arterial roads in Sydney, Melbourne and Brisbane are shown the title of the song playing at that moment, on the Fox 101.9, Hit105 and 2Day 104.1 stations to encourage them to listen in on their car radios and stay tuned.

Ashley Taylor, Head of Creative Solutions, JCDecaux said: “JCDecaux digital billboards are perfect for incorporating live data to create personally relevant messaging to drivers. The familiar information of ‘now playing’ along with the song title and artist is easy for drivers to process and act on and demonstrates the power of out-of-home advertising to influence consumer behaviour.”

Australia: TorchMedia adds Canberra Light Rail to its transit portfolio

Transit out of home provider TorchMedia has added Canberra Light Rail to its growing portfolio. The addition gives TorchMedia exclusive advertising rights on the newly launched tram circuit.

The Light Rail was announced as part of Canberra’s Sustainable Transport Plan in 2004 and is one of the largest infrastructure projects ever undertaken in the ACT.

Kirsty Dollisson, managing director of TorchMedia, said the addition would give the company significant scope in the occupational group one demographic, which is the most desirable for brands.

INDIA NEWS

India: LitCabs set to disrupt the transit OOH in Mumbai

Four Mumbai youngsters have come up with a start-up to promote backlit advertising on the city’s iconic ‘kaali-peeli’ taxis. In a conversation with Sujith Ail, Siddhartha Shekhar, founding partner of LitCabs shares the journey so far

LitCabs was started by four people. Who and what did they do?
Yes. I did my majors in financial markets and graduated from the Cathedral & John Connon School in 2015. Jyotiba Patil studied fine arts at the School of Visual Arts in New York City, and also studied financial markets and graduated from the Cathedral & John Connon School in 2015; Aditya Thorat is a graduate from Jai Hind College who did his a BA in Economics in 2016; and lastly Arjun Meghe, who studied business management at Brunel University London.

How did you come up with the idea of mobile OOH on kaali-peeli?

When Jyotiba Patil was pursuing his degree in fine arts in New York, he took inspiration from the already existing taxi-top advertising model

India: DAN's Data Sciences Division launches 'Hyperlocal Insights' for OOH sector

The Data Sciences Division of Dentsu Aegis Network (DAN) India has announced the global launch of ‘Hyperlocal Insights’ with an aim to provide deep location-based understanding of audiences around a certain given radius to help in Out-of-Home planning.

Traditionally, Hyperlocal Planning for Out-of-Home refers to the placement of billboards at specific locations based on geographic targets, which, in turn, aid in building the buying efficiency for advertisers. Consequently, with the availability of strong location-based signals and thus, audience behavior, to the digitized and data-driven world, understanding of an audience’s mindset and media consumption around a given area becomes much easier. With deep links to the digital world, the amplification of an OOH placement can become even more emphatic with this integration through Hyperlocal Insights.

India: Ikea and Kinetic India give new definition to OOH media

The plain brown curtains at the ladies frisking booth were replaced with real Ikea curtains at Hyderabad airport. The spaces on the window panes inside and outside the booth were also taken up to introduce the collection with a short message

Furniture and home accessories brand Ikea is giving ‘A tribute to India’ through ‘Anglatarar’, a textile collection inspired from the synergy of Indo-Sweden cultures.

The brand put two in-house designers to work on the designs, creating a new collection that showcases the collaboration of the two countries.

India: Times Now to go live on DOOH with election results

The news channel partners with Bengaluru-based Armour Digital OOH to telecast live the poll results on 5 digital screens across 4 railway stations in Mumbai.

Times Now will be telecasting live the eagerly awaited poll results on DOOH screens located at the railway stations of Mumbai on May 23rd. The news channel has tied up with Bengaluru-based DOOH firm Armour Digital OOH for the digital broadcast. The news channel has taken 5 screens installed across 4 suburban railway stations in Mumbai - Mumbai Central, Dadar, Andheri and Borivali.

AFRICA NEWS

Africa: Work showcase: Digital out-of-home

Yetunde Adegbite, General Manager at Posterscope Nigeria, shares two clients' campaigns that have contributed to the changing face of out-of-home (OOH) in Nigeria.

Nestlé

In a 2018 shopper promotion campaign, Nestlé’s Nescafé got to experience first-hand of some of the potential of direct out-of-home (DOOH). A variety of data touchpoints revealed that mobile is important in the lives of the target group and as a result, key to the success of the campaign. DOOH in some strategic locations were geo-fenced and mobile ads served to the phones of the target-audience users who had seen the ads on DOOH. Embedded in the mobile ad was a link taking the user to Nescafé’s social media channels, where more information about the promo and how to participate was available.

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