EUROPE NEWS

UK: Out of Home reports strong growth of +9.4% in the second quarter of 2019 and +8.2% during January to June 2019.

Outsmart, the trade body for the Out of Home (OOH) industry, has announced that Out of Home revenue reported for the quarter April to June 2019 saw the total market grow by +9.4% year-on-year from £284 million in Q2 2018 to £310 million in Q2 2019.

The report, conducted by PwC, reveals that Digital Out of Home saw growth of +17.2%, a faster growth rate compared to previous quarters (Q1 2019 +11% and Q4 2018 +16%). Digital’s share of total Q2 revenue was 51%, a slight increase from 49% seen in Q1 2019 and in line with seasonal trends. On a half-yearly basis, the market is up +8.2% on H1 2018 generating total revenues of £596m. Classic Out of Home saw growth of +2.7% in H1. New data from Route confirms Out of Home’s extraordinary reach: 98% weekly reach of all adults across Britain with Digital Out of Home reaching 68%, an increase of +36% in the last year.

Justin Cochrane, Chair of Outsmart, comments that “These fantastic results demonstrate advertisers trust Out of Home because of its reach, creativity, flexible planning, accountability and effectiveness." Mark Maitland, Head of Entertainment and Media at PwC, comments "This quarter's growth is the fastest we have seen in the UK Out of Home sector in the last three years, and follows successive strong quarterly growth over the past 12 months." Visit the Outsmart website to download a detailed breakdown of OOH revenue figures.

FMCG giants still waste $50bn a year on digital despite media clean up

Despite aggressive media transparency drives from some of the biggest players in space, some 60% of FMCG brands’ digital marketing spend is wasted – resulting in annual losses of close to $50bn for the industry.

According to a study from global consulting from AlixPartners, which asked 1,110 decision-makers from unnamed FMCG companies across the UK, US, China, India and key European markets to rate their organisation’s digital proficiency, execs are seeing low ROI when it comes to online investment.

UK: Vistar Media Partners With GroupM And Kinetic As A Preferred Platform For Digital Outdoor Media In The UK

Vistar Media has announced a partnership with GroupM and Kinetic as a preferred platform for digital outdoor media investment in the UK, delivering technology for data-driven campaigns.

With automated, performance-based targeting and data-driven trading driving growth in digital out of home (OOH), GroupM, the world-leading media investment group, and Kinetic, the world’s largest planner and digital innovator of OOH advertising, will be utilising Vistar Media’s technology to deliver cutting-edge campaign execution capabilities which enable real-time decisioning. GroupM will be using Vistar’s demand-side platform (DSP) to purchase digital outdoor media programmatically, delivering campaigns where and when a brand’s intended audience is most likely to be.

UK: Google Launches Data-Driven DOOH Campaign 'Make the Most of Summer'

Today, Google extends its “Make the Most of Summer” campaign with a responsive, data driven, nationwide, digital OOH push that demonstrates the little ways in which Google is there to help you enjoy the summer.

The campaign showcases Google’s Search functionality with popular city-wide summer search terms, such as ‘Best ice cream in Glasgow,’ or ‘Parks near me,’ for example.

Full motion sites across London, Manchester, and Birmingham, also list the results for search terms, including star ratings, opening times, and map directions with creative also reacting to time of day and local weather conditions, to provide the most relevant creative in the moment.

Artist Martin Firrell, the Artist in Residence for Out of Home media owner Clear Channel UK, will be displaying a series of his new public artworks, entitled ‘Union City’. The project examines the idea of fairness in society, designed to provoke debate about social policy and what constitutes a fair society.

The project will look at different aspects of society and community, asking questions such as: who is responsible for society’s flaws and how can society be made more humane, as well as what contribution can politics make, and how can people organise together to help themselves? Martin Firrell explores these questions in nine digital billboards

AMERICAS NEWS

USA: OOH Reaches 90% of Travelers, Younger & Affluent Consumers

With record miles being driven on US roadways, and the highest levels ever of airline passenger travel, there are more consumers in the OOH space than ever before. The latest Nielsen OOH Study, fielded this year, found OOH reaches 90 percent of US travelers ages 16+ in a month, and 80 percent of this audience in a week. And, OOH ad viewers are more likely to be both younger and have higher incomes than the general population.

This report is the most in-depth analysis of how OOH impacts consumer behavior, analyzing 15 varieties of OOH media across the billboard, street furniture, transit and place-based categories.

USA: Don't Forget Generation X - Fast Facts on the 'Forgotten Generation'

This January, CBS released a report listing all of the generations by birth year. Somehow, they forgot to list Generation X, people born between 1965 and 1980. This resulted in quite a bit of hysterical banter on Twitter, and a suggestion that the cohort be renamed the “Forgotten Generation.”

The advertising industry would make a grave mistake if they too, forget Gen X, while paying attention to the much sought-after Millennials. According to a recent eMarketer report, GenX is in their financial prime. Not only do they have higher incomes than the average household, their average yearly spending is $73,681 – nearly $13,000 more dollars a year than the rest of the population.

JCDecaux SA has announced that it has been awarded the iconic Street Furniture contract for San Francisco (population: over 860,000). The 20-year contract was awarded by the San Francisco’s Board of Supervisors in a unanimous vote and signed by the Mayor following a competitive tender.

The contract covers the program management, including design, installation and daily maintenance of 114 three-sided columns with 2 panels for advertising and 1 panel for City/public service uses, as well as 25 fully accessible automatic public toilets.

Tubi wants all of America to know it's there for them – for free. The ad-supported video on demand service (AVOD) is taking cheeky shots at paid services such as Netflix and Hulu in its largest out-of-home campaign, launching today (5 August) in New York, Chicago, Los Angeles and Detroit.

In July, Tubi announced it has over 20 million monthly active users, the highest count among AVOD services. In April, Pluto announced it has over 15 million monthly active users, and Xumo said it brings in over five million users a month.

Emily Jordan, Tubi's vice-president of marketing, said TV watchers are experiencing subscription fatigue, so the OOH campaign will hopefully cut through the noise and boast Tubi's free offering.

USA: OUTFRONT Media Announces Inaugural Art Competition For The Artists Of Adland

OUTFRONT Media Inc .today announced 'OUTFRAME,' its inaugural art competition aimed at recognizing the artists in the advertising creative community who have real art to share with real people, in the real world. OUTFRONT Media wants to celebrate the 'Artists of Adland' and the art that represents their creations outside of their everyday client work.

From September 1 through October 1, artists working in either an advertising agency creative department or directly for a brand can submit their artwork for the chance to have it showcased on OUTFRONT Media canvases across the United States during the holiday season. To further show the power of out-of-home (OOH) and the power of good, OUTFRONT Media will also provide the chosen artist with digital billboards to support the charity of their choice during the month of January.

Canada: Branded Cities Adds 24,856 Sq.ft. Of Signage

Branded Cities announces an exclusive agreement with BentallGreenOak offering brands a one-of-a-kind iconic Out-of-Home (OOH) digital and static media opportunity in Canada’s busiest intersection, Yonge and Dundas. 10 Dundas East is the newest addition to the Branded Cities asset portfolio dominating Dundas Square with unparalleled OOH Media and creative executions.

Branded Cities, a premier and iconic Out-of-Home (OOH) media company in North America, proudly announces their new affiliation with BentallGreenOak (Canada) Limited Partnership, a leading property management company in Canada.

Broadsign, a digital out-of-home (DOOH) marketing platform for media owners, has announced a new partnership with Place Exchange, a programmatic exchange for out-of-home and place-based media. The combination will allow digital buyers to easily add DOOH inventory programmatically to existing digital media buys.

“Broadsign has led the charge in digital out of home for many years, and has access to an incredibly robust global inventory of signage in some of the most highly trafficked locations in the world. We’re excited about the possibilities this integration brings to our vast network of digital media buyers,” said Dave Etherington, chief commercial officer, Place Exchange.

Australia: OMA's OOH Campaign Amplifies Search During National Missing Persons Week

Starting today, Out of Home (OOH) signs across Australia will highlight and profile missing people as part of National Missing Persons Week (NMPW), which runs from Sunday 4 August to Saturday 10 August.

The 2019 campaign marks the eleventh year that Outdoor Media Association (OMA) members have supported NMPW in New South Wales, and the fifth year in partnership with the Australian Federal Police (AFP).

Research commissioned by National Missing Persons Coordination Centre (NMPCC) reveals that there are currently more than 2,600 Australians who have been listed as missing for three months or more.

New Zealand: New website for NZ digital billboard operator

World-leading digital billboard company LUMO Digital Outdoor is today launching its enhanced website at www.lumodigital.nz, featuring an industry-first client platform. The new website allows clients to log in to a portal and view LUMO’s digital billboards throughout New Zealand in real-time through their high-definition cameras.

“We’re bringing a whole new level of transparency and measurability to the outdoor media industry, and our website is a key component in our ability to deliver that,” LUMO co-founder and CEO Phil Clemas says.

“In fact, LUMO has become the most transparent outdoor media company in the world. Through our website, we can now show our clients exactly what’s being displayed across our network with HD live streaming of all our digital screens.

ASIA NEWS

India: Times OOH puts up 'Ultra High-Definition' digital screens at Mumbai international airport

Times OOH has added an array of 10 Ultra High-Definition digital screens at the Arrival passage of the Chhatrapati Shivaji Maharaj International Airport in Mumbai.

These ultra-stretch, 88-inch displays are strategically placed towards the exit gates to ensure they never fail to catch a passenger's attention. Given that Mumbai International Airport is among the busiest in the world, recording a footfall of over 50 million passengers in the last financial year, these new installations would enable advertisers to host impactful dynamic ads to drive higher recall for their products & services.

India: 'Audience measurement is the OOH currency': Gideon Adey

Gideon Adey, Audience Activation Director, Kinetic Worldwide UK, spoke at the 15th Edition of OAC 2019 on the theme ‘Do high accountability standards power OOH growth?’ drawing some interesting insights from the global market.

Gideon addressed the OAC audience, talking about audience measurement in OOH, which he considers to be the OOH currency today. As he pointed out, it is important not only on the digital front, but also in the static medium. In this data driven competitive world, there is only one thing to consider responsible – data. It is seen that a data backed campaign tends to perform better than one which is not, he said.

“Data allows us to demonstrate the success of the campaign. It is seen that younger people consume more of OOH media. Such statistics can help design the campaign targeting these younger audiences to make the campaign successful.

India: Lemma enters into partnership with EyeTalk Media Ventures as inventory partner

Lemma has announced its partnership with EyeTalk Media Ventures as an inventory partner.

This partnership will enable Lemma’s advertisers to reach over 4 million affluent, highly social and hyper-connected users with over 400 TagTalk screens. TagTalk is the first IoT driven Modern DOOH Network, connected live across the finest F&B Chains in Mumbai, Pune, Delhi, Gurugram, Bangalore and Dubai.

“Lemma envisions to empower advertisers, media buyers and media owners to harness the full potential of DOOH advertising through programmatic capabilities. It is our goal to develop DOOH as a mainstream digital medium in its true sense, with little or no manual intervention,” said Sharad Gadsing, Co-founder and CMO, Lemma.

Taxi firm ComfortDelGro’s advertising arm Moove Media has created what it claims to be the first ever 3D out of home campaign in Singapore. Advertising the Formula 1 Singapore Grand Prix, the campaign involves placing painted F-1 car models atop buses.

These models have been painted with LumiWerkz a spray on paint with an electroluminescent coating system, which produces light when it reacts to an electric charge.

The aim, according to a release from Moove Media, is to “recreate the captivating night race visual experience.”

World OOH News 8th August 2019