World Out Of Home Organization Newsletter May 30th 2019

30 May, 2019

EUROPE NEWS

UK: Q1 2019 sees OOH grow by 6.8% Strong market growth continues for classic and digital Out of Home

Outsmart has announced that Out of Home revenue reported for the quarter January to March 2019 saw the total market grow by 6.8% year-on-year from £267 million in Q1 2018 to £285 million in Q1 2019.

The report, conducted by PwC, reveals that classic Out of Home continues to grow at a faster rate than previous quarters, with growth of 3.1%, and Digital Out of Home saw growth of 10.9%. Digital share of total Q1 revenue was 49%, a slight decline from 53% seen in Q4 2018, in line with seasonal trends.

UK: Exterion Media upgrades TfL digital ad real estate with Ribbon and Gateway screens

Exterion Media and Transport for London have rolled out hundreds of HD screens across five high-traffic tube stations as part of a network-wide digital out of home upgrade.

Full-motion ‘Digital Ribbons’ have also been introduced at Waterloo and Oxford Street stations and the first 'Digital Gateway' superscreen has been installed at Bank, overhanging the escalators.

The digital out of home upgrade saw more than one hundred full-motion digital screens installed on five major London Underground stations – London Bridge, Waterloo, Oxford Circus, Liverpool Street, and South Kensington.

UK: 56 Black Men Project With Clear Channel

Founder and 56 Black Men project curator, Cephas Williams saw a report on Sky News, detailing that 56 black people were murdered in London in 2018.

His frustration at the article and the singular lens that the black male experience is seen through in the media became the catalyst for his vision to change the narrative.

It was time to take back ownership of the story around what black men are doing and how they are seen. Time to challenge lazy and dangerous stereotypes of black men in the media. And so 56 Black Men was born.

UK: GSK serves hayfever ads to digital screens in pollen warning areas

GSK has launched what it is claiming the be the UK’s first fully automated digital out of home ad – a campaign for anti-allergen brand Pirinase informed in real-time by MET Pollen Data.

Publicis Media developed PlatformGSK as a dedicated agency to service the GSK businsess, which in turn ran the system that can automatically buy media and deliver the creative using Posterscope tech when pollen count is high enough, and the spending parameters are met.

Met house pollen data (‘high’ or ‘very high’ trigger levels) can set off the process to serve the anti-allergen product to relevant out of home sights. The campaign has been running throughout May at rail and roadside.

Belgium: blowUP media Benelux launches FRONTLINE, the digital OOH city center network in Belgium

blowUP media Benelux launches its first digital screen network in Belgium. The new network called Frontline, consists of full motion sites on AAA-locations in the hearts of Antwerp, Brussels and Ghent. By becoming a significant icon within the landscape, advertising with Frontline gives brands a unique opportunity in the digital OOH world.

Guillaume Closset, Sales Director of blowUP media Belgium, said: "With our brand new Frontline project we offer advertisers a unique and powerful digital solution to reach their audience right there where the action takes place.

Germany: Four German airports launch new advertising network

Four German airports, Munich, Stuttgart, Düsseldorf and Hamburg, have teamed up to launch a new advertising network to enable advertisers to book premium displays across the airports, “flexibly and on a weekly basis.”

With AIRPORTconnect, companies and media buyers can book premium Digital-out-of-home (DOOH) advertising displays at the four German airports. Across the four locations, advertisers can deliver their messages on 28 Full-HD 16:9 screens, with the potential to reach more than 2.5 million passengers per week.

In a statement the airports said, “It adds up to an innovative marketing concept that combines an attractive target group with an impressive reach and flexible booking options.”

AMERICAS NEWS

US: OOH segment leads strongest quarter for 18 years in US media advertising sales

Total media advertising sales in the US in Q4 2018 showed the strongest quarterly growth for 18 years, according to new figures from the Out of Home Advertising Association of America (OAAA). They were up almost 12% year-on-year in the period, with the out-of-home (OOH) segment leading the way.

The new figures reinforce the excellent prospects of growth for the airport advertising sector. (Click to enlarge).
The study revealed that OOH was the only linear media type to experience consistent organic revenue growth and it had its best quarter in more than a decade, up 7.2%. OAAA partly attributed this to the significant increase of advertising spend from the technology sector.

OOH was up 4.5% to US$8 billion in 2018 and paid search advertisement sales rose 23% to reach US$54 billion.

USA: Los Angeles aims to curb gun violence with 'Louder Than Guns' OOH campaign

Gun violence is an ongoing issue in the US, and Los Angeles is calling attention to the continuing problem with a city-wide campaign.

LA mayor Eric Garcetti’s office and his Youth Council to End Gun Violence (MYCEGV), in partnership with LA creative agency, Omelet, have created ‘Louder Than Guns’, a campaign that shows how taking action can create real change and save lives.

‘Louder Than Guns’ is a two-part campaign inspired by the frustration high school students of Los Angeles feel toward the apathy and normalization of gun violence. The first part harnesses that frustration into ‘Gunsure Insurance’ ads to spark conversation, then transitions into actionable ways Angelenos can get involved to make a difference.

USA: Kylie Jenner's OOH campaign programmatically pushes ads to over 5.5K signs

Programmatic bidding and digital delivery continues to evolve OOH advertising into a fully integrated channel in a digital campaign. The perceived potential of OOH to grab the attention of consumers is even attracting a marketer like Kylie Jenner, who has relied heavily on social media to get in front of customers.

Adomni emphasizes that advertisers employing its platform can buy any of more than 1,000 audience segments across nine categories, instead of just buying a neighborhood. This kind of targeting is made possible by analytics from a variety of audience-defining data streams, such as info delivered by apps from participating mobile device users or images from cameras on the outdoor displays.

AUSTRALIA NEWS

Australia: New board elected at the OMA's AGM

The Outdoor Media Association (OMA), following its Annual General Meeting, 21 May 2019, announced the official appointment of industry veteran Charles Parry-Okeden as the independent chairman of the OMA and MOVE.

Parry-Okeden takes over from Steve O’Connor, Chief Executive Officer of JCDecaux who is stepping down as Chairman after a successful five-year tenure.

“It has been an absolute pleasure and privilege to work with Steve, who has led the industry in a period of unprecedented growth. Under his leadership, the industry has increased annual revenue from $602 million to $927 million. Steve has led a unified industry and worked on a variety of joint industry initiatives including plans to build a new audience metric, the OMA’s recent industry campaign LOOK UP, as well as the soon to be launched CORE, the industry automated briefing and proposal tool. The industry owes him a debt of gratitude,” said OMA and MOVE Chief Executive Officer, Charmaine Moldrich.

Australia: QMS sticks by profit estimates on the strength of digital out-of-home

Out-of-home operator QMS has stuck by its profit estimates for this financial year, joining competitor Ooh Media in bucking the general declining spend in the Australia market.

At the company’s Annual General Meeting this morning, CEO Barclay Nettlefold told investors the shift to digital out-of-home advertising and the QMS’s investments in New Zealand and the sports advertising space will see the business meet revenue and profit estimates laid out in its annual report last month

Australia: JC Decaux executives outline plans for programmatic, audience-based out-of-home category growth

Six months on from completion of its acquisition of APN, the group outlines how it's striving to step-change the out-of-home category and its tech and data investments.

JC Decaux has its sights set on dominating and growing Australia’s out-of-home media market and will use data and audience-based programmatic capability, as well as its broader array of OOH assets, to do it, its CEO says. t’s been six months since the European-based company completed its $1.12bn acquisition of Australia’s APN Outdoor Group. The agreement was announced just days after rival local player, oOh!Media, snapped up Adshel for $570 million. The respective deals saw the local market’s top-tier OOH media providers consolidate from four to two, both with their sights set on growing their footprint nationally.

AFRICA NEWS

Kenya: Win for betting firms as court quashes government ban on outdoor advertising

Betting firms on Tuesday got a reprieve after the High Court quashes a government directive that banned outdoor advertising.

Justice John Mativo declared the directive made by the Betting Control and Licensing Board dated April 30 that banned outdoor advertising of gambling null and void.

The judge ruled the directive was tainted with illegality, unreasonableness and procedural impropriety.

The board outlawed advertising of gambling on all social media platforms as well as ads on gambling between 6 am and 10 pm.

South Africa: Primedia Outdoor brings a game-changing approach to Primelites

Primedia Outdoor is moving from bi-monthly to weekly rotations on their impactful Primelite billboard holding across Gauteng. This dynamic selling position provides brands with an opportunity to maximise reach in high-income and high LSM/SEM areas of Pretoria and Johannesburg more frequently than ever before. These Primelites are supported with currency data from ROAD and are all located in premium positions, making this offering intelligent; targeted and seamless for tactical impactful campaigns.

Effective from 1 July 2019, all Primelites will be sold on a weekly basis, allowing brands to rotate their adverts every seven days, four times a month. With an impressive coverage in Gauteng, these 3m x 6m roadside billboards are strategically positioned to increase impact and reach of a campaign. What a brand was able to achieve over a one-month period can now be achieved over two weeks with the new package options from Primedia Outdoor. As an example, a Primelite campaign is now able to achieve a 46% increase in reach with the new rotation schedule.

“We are redefining the game and making our Primelites more dynamic but still remaining a cost-effective medium to showcase all brands. Traditional roadside static billboards continue to be a powerful medium to reach the consumers and maximise brands position in the market”, said Jorja Wilkins, Marketing and Marketing Services Executive of Primedia Outdoor. She added, “Offering weekly rotations on our Primelites, which are ideal for short-term tactical campaigns, reflects our commitment to ultimately deliver an optimised reach of an audience, intelligently and seamlessly; bringing campaign success for all of our clients”.

Located on main arterials, key intersections and around shopping districts, Primedia Outdoor’s Primelites are internally illuminated providing 24-hour exposure with a flex face flighting system that allows for quick creative change across the entire holding. These rotational Primelites serve as one of the top go-to solutions for high reach and frequency, reinforcing brand messaging that encourages consumer’s purchase intent.

ASIA NEWS

Hong Kong: Same-sex Hong Kong subway ad resurfaces following LGBTI protests

A banned Hong Kong subway ad depicting a same-sex couple walking hand-in-hand has been reinstated by officials after a decision to ban it sparked a backlash from LGBTI groups.

The protests convinced the Mass Rapid Transport (MTR) system to carry out a handbrake turn on the issue, just 24 hours after the ban was first implemented. This sparked a spate of small scale civic rebellions with residents posting photos of themselves holding hands and showing affection on the network.

The U-turn sparked a blame game as to who was responsible for authorising the ban in the first place with MTR accusing its outdoor advertising partner of blocking the campaign in contravention of its ‘commitment to equal opportunities and diversity’.

Armenia: Pikasso Launches its Activity in Armenia And Acquires the Inventory of Arabella Advertising

Pikasso announces today that it has entered the Armenian market under the name of Pikasso OOH LLC and launched its activity with the acquisition of the inventory of locations of Arabella.

The inventory is composed of Large Formats: Unipoles, Rooftops, and Billboards, all of them located in prime locations in Yerevan.

Yerevan is the administrative capital, the cultural and industrial center of Armenia. It’s the main urban center with a population of 1.12 million inhabitants out of 3 million for the whole country.

The Armenian diaspora spread mainly between France, the US, Switzerland, Russia and Lebanon totals 10 million. They keep the tradition and the culture alive and they visit often the home country representing a wealth for the local economy.

Malaysia: McDonald's ad drive a landmark event in Malaysia

McDonald's billboards featuring iconic Malaysian landmarks have gone viral.

These billboards are part of the fast-food chain's latest out-of-home campaign celebrating Malaysia's famous sights and sounds unique to each location.

The locations include Penang Bridge, Petronas Twin Towers, Sunway Pyramid, turtle nesting in Terengganu, and Batu Caves. The visuals are constructed using McDonald's food items such as fries, burgers, nuggets and ice cream.

Singapore: Plan B Media looking to up its stakes in Singapore to expand in region

PLAN B Media is looking to expand its operations in Singapore as part of efforts to expand its presence in the region.

"When you talk with analysts or investors, they probably like Vietnam more than Singapore as it promises more growth. And Singapore is very restricted, you can't expand that aggressively. You can't just build signs and ask for government concession," said founder and CEO Palin Lojanagosin when he was in town last week.

Plan B already has partners in multiple Asean countries, including the Philippines, Malaysia, Indonesia, and Laos.

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