FEPE partners with international consortium to deliver Audience Measurement for Digital Out-of-Home
FEPE, the worldwide association of outdoor advertising companies, is delighted to announce that it is joining with APG|SGA, Clear Channel Outdoor, Exterion Media and JCDecaux to develop the first standardised industry approach to measuring digital out-of-home (OOH) audiences.
This unique industry collaboration comes in response to the continued global growth of digital outdoor advertising, estimated at 23% annually between 2007-2014, with further growth of 21% predicted in 2015.
The project will be presented at the forthcoming FEPE Congress, to be held in Budapest in June 2015, by two of the world’s leading experts in outdoor audience measurement: Urs Zeier, of Clear Channel Outdoor and Neil Eddleston of JCDecaux.
They will talk about the project’s origins, aims, timelines and international scope. They will also be showing the specially designed virtual environment that is being created for the project and explaining how this will be combined with eye-tracking to provide advertisers with robust benchmarks to evaluate digital OOH alongside classic OOH in the globally accepted Outdoor media planning systems.
FEPE is committed to continue working for the benefit of the Global OOH industry and to invest in research that furthers the success of Out of home across the world, such as the “Always On” research study in 2014.
FEPE International President, Mr Antonio Vincenti of Pikasso said;
“We are honoured to be working with our long term partners within FEPE on this landmark piece of research. As digital out of home revenues grow globally, we feel that this initiative will benefit the whole industry and help to continue OOH’s upward trend across the world”
Hungary: FEPE 56th Annual Congress in Budapest
The 56th FEPE Congress, titled "Your Audience is Waiting", will be held between Wednesday June 10th and Friday June 12th at the Intercontinental Hotel, Budapest.
As always there will be 2 full days of presentations and high calibre speakers from across the world, all of whom will be bringing their unique viewpoints on the Out of Home industry.
Last year's congress in Vienna was FEPE's best yet, with over 300 delegates attending from 31 countries, both new records for us.
There will be an exclusive exhibition area attached to the main congress hall, and spaces are now available to reserve. If you are a supplier who wishes to get your product in front of an audience of global OOH decision makers please email us soon so we can hold a space for you.
The Thursday night Gala Dinner, in keeping with the FEPE tradition of finding special locations, will be at the Buda Castle, (which is also the National Gallery) one of Budapest's foremost buildings, and the Friday night social evening will be at a dinner cruise down the river Danube, taking in all the sights of Budapest for 3 hours.
As usual we have negotiated a special delegate rate for the hotel rooms and delegates are able to pay by credit card or bank transfer, which we hope will make bookings easier for some overseas delegates.
You can register by following the link here
FEPE members all recieve an additional €500 discount so if you are considering attending with colleagues and are not a member, please get in touch so we can organise the most cost effective package for you.
Speakers and other details will be announced in future newsletters.
OOH follows TV as 'most trustworthy' medium
Consumers rate out-of-home as the next most trustworthy medium to TV, according to a new study by FEPE International.
The research, carried out by Future Foundation on behalf of FEPE International, revealed that 28% of consumers find television advertising 'most trustworthy', followed by 24% for OOH and 22% for press. Conversely, just 3% find online advertising the most trustworthy medium.
When asked which types of advertising are the most memorable, 46% of the 1,000 respondents from the UK, Germany, Spain, Turkey, Brazil and South Africa, voted for TV, 34% OOH and 7% press. Similarly, online scored a low 4%.
The research also revealed that half of urban consumers agree with the statement, 'I like it when I see advertisements for products I already own,' increasing to 54% for those aged 18-34.
The 'post-purchase reassurance' effect was particularly marked in technology products, which the report says highlights that OOH is a "trusted ad medium."
Commenting on the research, FEPE International's executive director, John Ellery, said: "We're all aware of the power of TV and the growth of online advertising. But this major research study shows that out-of-home is a major force in the digital age as it is so highly valued by consumers.
"The growth of digital outdoor and NFC technology that allows consumers to interact with digital posters will only accelerate this trend."
We would also like to direct you to the new FEPE bookstore, (link in the top menu) set up in collaboration with Amazon.
We have collected together information on many books relating to Out of Home advertising, research, historical and more generic advertising. If you click on any link in the store you will be taken directly to Amazon's site where you can buy the item in the usual way, assuming you have an Amazon account.
We hope that anyone visiting the store will find something of interest to them, but if you think we have forgotten a particular book, please email us the details and we'll add it in.
FEPE is always open to new members
If you are an Out of Home media owner, Supplier to the OOH industry, National Out of Home Association or Agency we will welcome you to our Federation. Membership forms can be found under the membership tab, or please email us for further details.