FEPE NEWS

FEPE: Entries for the FEPE Congress 2019 Awards close on March 1st 2019

There are only nine days left to the deadline for entries to the FEPE International Awards 2019 - to be presented at the Gala Dinner on the Thursday night (May 2) of its Annual Congress, which will held at the Dubai Intercontinental Hotel, Festival City in Dubai from May 1-3. 

2019 will see the second year of FEPE's Rising Star Awards for someone under 30 who has made an outstanding contribution to the Out of Home industry. Nominated individuals should be directly employed in the OOH industry, working for a media owner, specialist or technology company. 

As in previous years, there will be Awards for Lifetime Achievement, Leadership, Technical Achievement and outstanding Creative Achievement. The latter are divided into two categories: Classic and Digital. 

For the first time this year the winner of the FEPE International Technology and Innovation Award will be chosen by delegates at the annual Congress.

The FEPE judging panel chaired by Executive Director John Ellery, will select the best three submissions for this Award, and they will then be invited to present to delegates on the afternoon of the first full day of this year’s Congress programme, May 2.  

Last year’s Technology and Innovation Award went to Daktronics for its ground-breaking work on Ocean Outdoor’s iconic new Piccadilly Lights in London.

Furthermore the best creative campaigns, chosen by a panel including Dino Burbidge, latterly Director of Tech and Innovation at London creative ad agency WCRS, will be showcased at the Congress.

In 2018 the Classic award went to music streaming company Spotify for its US campaign featuring a number of alternative playlists, produced in-house. The Digital award went to Japan National Tourism Organisation for a campaign from Enjin Tokyo who worked with Clear Channel France to show the full potential of the digital Out of Home medium, realised with flair and technical ingenuity.

Nominations can be made by any FEPE Member or recognised National OOH Association. For a nominations form go to www.fepe.com and for further details contact Richard Saturley at richard@fepe.com.

EUROPE NEWS

UK: JCDecaux Launches In-House Creative Resource Foundry

Reflecting the crucial role of powerful creative in out-of-home campaign effectiveness, and the potential presented by digital out-of-home, JCDecaux has launched Foundry. 

Foundry is an in-house resource for brand support in devising the most effective out-of-home campaigns, and a centre of excellence for creative consultation and development. 

Foundry’s goal is to spark ideas about out-of-home’s possibilities through development of best practice creative work, so that brands can marry craft with purpose to maximise the potential of both digital and classic out-of-home media. 

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UK: Is This The Year For Digital OOH?

As much as Digital Out of Home (DOOH) continues to grow exponentially as a market, the general perception (outside of the DOOH community anyway) seems to remain that the primary advantage of digital screens over posters is they don’t need peeling away after a fortnight.

The reality is that DOOH and traditional posters are about as similar as a notepad and an iPad. They might be the same sort of shape and we certainly see them in all the same places, but they work in very different ways. In spite of this, the vast majority of DOOH advertisers in 2018 used a single creative across every screen on their media plan for a standard two-week period.

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UK: Ocean Outdoor full year earnings boosted by acquisitions

London-based out of home advertising firm Ocean Outdoor, said full year earnings before deductions rose 4.6 per cent to £19.9 million on a pro forma basis.

2018 was a pivotal year as Ocelot merged with the operating entities of Ocean in March, and the Group completed the acquisition of Forrest in June 2018.

Forrest provides the Group with extensive coverage in Scotland and a significant additional digital development pipeline to augment its core organic plan.

 

Netherlands: Missed ISE?: This Futuresource Report Gives A Solid Tech Rundown

If you were unable to get to Integrated Systems Europe, but very badly want and need to know what all was shown and demo’d there, you are in luck.

The market research/consultancy firm Futuresource had several people fanned out in the many halls of the Amsterdam RAI, and has produced a comprehensive 63-page report on all the tech on show.

There is really solid summary work done on projection, flat panel displays and LED, and some interesting insights. I did not know, for example, that the super-duper extremely narrow bezel LCDs being shown have breakage issues. It seems the sub 1mm bezel displays look amazing when joined together, but those super-thin frames are very fragile.

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Ireland: Knorr Taps into DOOH to Promote Soup Range

Kinetic, Mindshare and Knorr, the Unlilever-owned soup brand have teamed up to launch a unique temperature controlled digital out-of-home (DOOH) campaign around the country which will run until the end of March.

The campaign is broadcast across digital formats in shopping centres and forecourts and the ads display three varieties of Knorr Soups including the brand’s pouch, packet and quick soups.

The dynamic campaign is run through Kinetic’s D:FOUR system using the RUSH+ delivery platform. The system, powered by DOOH.com, allows weather-triggered content to be displayed when certain temperature and time parameters are met. The creative element combines two messages promoting the products, each running on a 50/50 rotation.

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AMERICA NEWS

USA: Here Are The Top 10 US Brands Using OOH

The 2018 BrandZ report, compiled by Kantar and Millward Brown, reflects the dominance of technology in today’s economy and strong results for #OOH.

  • Every top 10 US brand uses OOH as part of the media mix.
  • Three of the top 10 brands over index by investing more than OOH’s average market share of 4.2 percent.
  • Top technology brands are heavy users of OOH. Eight of the top 10 brands in the US are from the technology category, and all utilize OOH in their media plans.
  • Apple allocates 6.7 percent to OOH, and Facebook 4.3 percent.
  • Top OOH spender McDonald’s invests 5.3 percent of media dollars.

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USA: What's Possible with Data-Driven Digital Out-of-Home Today?

OOH and its more recent technologically-enabled and data-driven cousin DOOH are in the midst of a ‘reimagining’ by marketers. The sheer technological innovation, availability of locational and mobile data, and omni-channel environment has given marketers new ways to make the most of this exciting not-so-new medium. Craig Benner, CEO of Accretive Media tells us how.

Marketers of a certain vintage would recall the days of OOH, when we would need to book ‘billboards’ well in advance of launch date, pepper the highways and countryside with our messaging; and pay exponentially more for ‘high-traffic areas’. 

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USA: Why Quick Serves Should Invest in Out-of-Home Advertising

In today’s world of social media and digital ads, traditional billboards almost seem archaic. Yet, the billboard industry is actually growing, largely because of its convergence with newer technologies. Billboards and other out-of-home (OOH) formats for quick-service restaurants can be seen everywhere. They’re still being bought because they’re still very effective marketing tools. Why is OOH still a savory choice for quick-serves?

DRIVE LOCAL TRAFFIC

Billboards on highways and expressways let drivers know where they can fill up on tasty food items in close proximity. They can drive foot traffic in more urban areas too. Most people don’t decide where they’re going to eat until just before they do. This is why billboards and other OOH formats are great for reaching people when they’re out and deciding where to eat. TV ads have been shown to make people more prone to eat. Imagine the power of a 48-foot billboard! This is why McDonald’s is always at the top of the list of companies spending the most on OOH.

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USA: Engaging consumers with real-time playlists by neighbourhood

MillerCoors wanted to build an association with a key passion point—music—by using location-based targeting to forge a deeper connection with consumers.

Our Solution

As part of the launch of Intersection’s innovative LinkNYC platform, MillerCoors partnered with Shazam for the “Sounds of the Streets” campaign, which curated real-time playlists by neighborhood, while encouraging passersby to stop by a nearby venue to grab a MillerCoors drink.

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AUSTRALIA NEWS

Australia: OMA Announces 'News in Colour' As Creative Collection Grand Prix Winner 2018

News.com.au has taken the top gong for simple, clever and creative use of Out of Home. 

News.com.au was selected from over 132 Out of Home (OOH) campaigns, submitted throughout the year as part of the OMA’s Creative Collection competition.

OMA CEO Charmaine Moldrich said: “These judging sessions give us the opportunity to not only see the best campaigns in market, but also to discuss and debate the best use of OOH.

“Again, this year we were inspired by the creativity of our fellow advertising channels and their ability to use our medium to its fullest potential.

“The one thing that remains constant is the unanimous agreement that when it comes to great OOH, it’s simplistic and clever creative that wins each time”.

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MIDDLE EAST NEWS

UAE: Meraas and Backlite Media extend advertising partnership to four Dubai destinations

Meraas and BackLite Media today announced an extension of their advertising partnership to now include the new destinations of Al Seef, La Mer and The Beach in addition to City Walk.

This new long-term agreement will extend the advertising partnership beyond 2023. The first deal was struck between the two companies in 2016.

The new agreement will provide advertisers in the United Arab Emirates (UAE) with the latest digital out-of-home technology, and an unrivalled opportunity to reach the ever-burgeoning tourist inflow and residents through the very latest, and most captivating advertising solutions around today.

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AFRICA NEWS

South Africa: Primedia Outdoor and Sakhumzi Restaurant rally behind local development

Considered one of the best-known township tourism attractions in Soweto, Sakhumzi Restaurant is rebranding to further reflect its core identity and originality. 

Effective from 16 February 2019, the restaurant’s rebranding campaign will dominate the streets of Johannesburg with eye-catching billboards courtesy of Primedia Outdoor. 

Sakhumzi Maqubela, CEO of Sakhumzi Restaurant said, “Our restaurant is more than just a restaurant. It is a community builder and our brand has to reflect that. We pride ourselves in mentoring aspiring chefs by providing them with a platform at the restaurant to further expand their skills”.  

He added, “Having media powerhouses like Primedia Outdoor to support our mandate helps us to enrich our brand presence and connect with people outside Soweto”.

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Kenya: UK firm backs digital out-of-home ad network launch in Kenya

Intime Stone Media, the Kenyan-based digital media company, has launched a brand new Digital Out-of-Home (Digital OOH) advertising network in Kenya, supported by technical, operations and content experts voodooh from the UK.

The Digital Out-of-Home (DOOH) advertising networked platform with real time capabilities is the industry’s first in the region and boasts of a countrywide footprint.

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ASIA NEWS

China: China's out-of-home advertising on the up

China's out-of-home advertising market is expected to become the fastest growing segment in traditional media this year with strong spending and digitalization pace, according to a joint report by IPG Mediabrands's out-of-home (OOH) media buying and planning agency Rapport and its investment and media intelligence arm Magna.

Increasing levels of urbanization and rising consumer discretionary income are driving OOH ad spending in the world's second largest ad market. OOH media takes a market share of 6.1 percent of China's overall ad spending.

China media owners’ net advertising revenue is estimated to increase 9.7 percent this year to 513 billion yuan (US$76 billion), following last year's 12.2 percent climb.

Excluding movie cinema ads, the net income of OOH media stood at around 27.4 billion yuan last year.

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India: Out of home advertising to grow between 12-15% in 2019: Posterscope report

Out-of-home (OOH) advertising is expected to grow anywhere between 12% and 15% in 2019, says Dentsu Aegis Network’s OOH agency Posterscope India in a report.

The upcoming general elections, the cricket World Cup, and the Indian Premier league among other marquee events will be the main growth drivers for OOH advertising.

New categories of advertisers will come to the fore and dislodge some traditionally strong advertising categories. Newer infrastructure will also provide varied and interesting advertising options.

Here are some of the key developments that Posterscope believes will continue to drive OOH’s rapid evolution:

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India: Laqshya Media Group launches cutting edge OOH planning tool

The first of its kind tool called SHARP (Strategic Hyperlocal AI-powered Reach Planner), is a state-of-the-art planning machine learning software for measuring the effectiveness and media value of outdoor campaigns.  

SHARP Laqshya Media Group (LMG), one of the largest independent media conglomerates in India, has launched ‘SHARP’ (Strategic Hyperlocal AI-powered Reach Planner), a first of its kind state-of-the-art planning tool for measuring the effectiveness and media value of Outdoor campaigns. This is India’s first ever measuring tool, developed in-house by LMG that allows brands to target the right audiences in a cost effective manner.

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