57th FEPE Congress in Barcelona: First Speakers Announced!
As we are now fully underway with taking bookings for the Barcelona Congress, we are pleased to announce our first two confirmed speakers.
James Murphy will be presenting on Friday 3rd
James was one of the co-founders of creative agency adam&eve in 2008.
Since then it has gone on to become one of the UK’s most successful agencies (Campaign Agency of the Year 2010, 2014 & 2015, Cannes Agency of the Year 2014, Adage Global & Marketing Agency of Year 2015) – most notable for its multi award-winning John Lewis and Foster’s campaigns.
James is also Chairman of the UK Advertising Association.
Also confirmed is Mark Boidman, Managing Director of Peter J Soloman Company, New York.
Mark has been recognized by digital media industry executives and professional publications as a leading investment banker in the media and technology sectors. He advises companies across the media and technology sectors, including digital media, marketing services, mobile, retail tech and out-of-home media.
His clients have included Branded Cities, Clear Channel Outdoor, Cox Enterprises, DirecTV, Discovery Communications, Disney, Fairway Media, Liberty Media, Lionsgate Entertainment, Mediacom Communications (special committee), OUTFRONT Media, RMG Networks, Scripps Networks, Titan Outdoor, TiVo, Van Wagner, Searchlight Capital and General Atlantic.
Mark sits on the Board of Directors of the Digital Signage Federation, the trade association supporting the business interests of the interactive technologies, digital signage and digital out-of-home network industries. He serves as a member of the Advisory Board of Gimbal, a location and proximity-based mobile engagement company.
In 2015 Mark was recognized as a “40 Under Forty” honoree by the National Association of Certified Valuators and Analysts (NACVA) and the Consultants' Training Institute (CTI). He was also named 2015 Dealmaker of the Year by Business Worldwide Magazine and Investment Banking MD of the Year as part of Corporate Vision's 2015 Executive Awards.
With an eye towards the advancement of professional education in media and technology, Mark writes on relevant trends. He also speaks regularly at industry events, including the Consumer Electronics Show, the Digital Signage Expo, the OAAA / TAB National Convention, the NY Media Summit and the DailyDOOH Investor Conference. Mark is an advocate for privacy-friendly, real-time data and analytics in the retail tech, out-of-home media and digital out-of-home industries.
We are now taking delegate bookings for the 57th FEPE Congress, which will be held between Wednesday June 1st and Friday June 3rd 2016 at the Crowne Plaza Hotel, Fira Center, Barcelona.
The link for the booking form can be found on the FEPE Homepage, at www.fepe.com
We will be having 2 days of presentations and panels, with high calibre speakers from across the world, all of whom will be bringing their unique viewpoints on the Out of Home industry.
This year's congress in Budapest was FEPE's best attended yet, with over 300 delegates attending from 39 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.
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.
Early bird registrations will be open until the end of February, which will allow delegates an extra €100 reduction regardless of FEPE membership status. Delegate fees are unchanged from last year (and several years before) at €1100 for members and €1600 for non members, plus the additional early bird reduction.
We will be announcing the Gala Dinner and Friday night social venues soon, along with our first confirmed speakers.
Further details will be announced on the FEPE website, and in future newsletters.
UK: UK High Streets Set for Digital Transformation with Clear Channel
Clear Channel UK is developing ambitious plans to transform urban spaces across the UK following the acquisition of Arqiva’s payphone business.
The deal will see Clear Channel launch a major programme of development which will see existing phone boxes removed and replaced with hundreds of state-of-the-art kiosks.
With integrated daylight-visible Adshel Live digital screens and a distinctive modern design, the new kiosks will quickly become a familiar sight on UK high streets and alongside key routes around towns and cities.
The project will start a nationwide roll-out from July 2016 and will see the majority of kiosks installed in central London. All kiosks will be situated in high footfall areas and will be positioned for optimum visibility from both pedestrian and vehicular audiences. The screens will be powered by Play iQ, Clear Channel’s intelligent content and inventory management system – offering advertisers the ability to deliver and optimise real time, contextually relevant content.
Alongside voice and data, the kiosks have the potential to offer a host of other benefits to both advertisers and the public, including Beacons, Wi-Fi, mobile data services and interactive journey planners.
Clear Channel’s CEO Justin Cochrane said. “Clear Channel is transforming both our business and UK Out of Home. We are building a next-generation estate based on a detailed understanding of advertisers, consumers, technology and cities. This acquisition is the kind of bold, innovative move that characterises Clear Channel’s approach in 2016.
Not only will this deal deliver hundreds of world-class sites for advertisers it will provide fantastic services for the public while enhancing the urban environment right at the heart of London and other major cities.”
The deal is part of Clear Channel’s wider digital transformation project that has seen the organisation invest heavily in a state of the art digital portfolio. This investment includes the nationwide expansion of the Adshel Live digital 6-sheet, ongoing investment in the Storm portfolio of super premium digital sites, and the extension of the Wrap network of digital billboards to 15 major UK towns and cities.
France: France's Commuters Turn to Digital Devices
Many mobile users would respond to out-of-home advertising
Passengers on France's public transport networks increasingly pass the time with mobile devices rather than print newspapers and books, according to a report from Fondation Dauphine. The “Baromètre de l'Économie Numérique: Quatorzième édition – 4ème trimestre 2015” is based on an October 2015 survey of over 2,000 internet users by Médiamétrie, in partnership with MédiaTransports—a firm specializing in advertising and marketing in transport environments.
Overall, the most common activity conducted at least three times per week among passengers on public transport was using their mobile phone or smartphone, mentioned by 51.7%. Simply looking out the window was the second most popular pastime conducted at the same frequency by 41.4% of travelers. By comparison, 34.3% read a paper newspaper, and similar numbers read printed books. Younger people ages 15 to 34 were most likely to reach for their phones while traveling, with 56.5% doing so. Fewer than 10% of all respondents said they used a portable PC or a tablet on public transport.
Communication was a top priority for most people on the go. Nearly 82% of mobile phone users in transit spent time messaging with SMS and/or MMS. Email and social networking were broadly popular too. But many passengers also listened to music either online or offline via their mobile device, or played games.
One reason marketers are keen to follow consumers' digital activities on the move is the clear potential to spark interaction with out-of-home (OOH) advertising among portable and mobile device users.
Many web users seem open to these interactions too. In total, 11.4% of respondents in this study said they were very interested in responding to OOH advertising, and a further 29.4% said they were somewhat interested. Males were more eager than females, and younger people (ages 15 to 34) more attracted than their elders. Nearly 45% of respondents 50 and older weren't at all interested in the prospect, the report revealed.
UK: Ocean Outdoor Launch The Monument, Newcastle
First full-motion digital external screen at the heart of Newcastle’s retail centre.
Full-motion digital screen targeting the most affluent area in Newcastle, gives access to North East affluent shoppers and commuters.
Located at the main entrance of into Eldon Square shopping centre, overlooking Grey’s monument, adjacent to the Monument Metro station and close to the Monument mall, this premium full-motion screen fully covers the city’s retail and financial districts.
Unique screen in Newcastle integrated with facial recognition and high-speed WI-FI technology.
Germany: Stroer sees double-digit organic growth in Q1
German outdoor advertising group Stroeer said it expected double-digit organic sales growth in the first quarter as it benefits from growing digitalisation.
It said on Thursday its 2015 operating earnings before interest, tax, depreciation and amortisation came to slightly more than 200 million euros ($218 million), beating its own forecast for up to 200 million.
Stroeer also said it was setting up a new digital business to diversify further beyond advertising.
USA: A Report From the Future By: Stephen Freitas
After living through another December filled with parties, hordes of shoppers at malls, and a desire to stick with New Year resolutions, the Consumer Electronics Show (CES) is a jolt back to reality in the first week of the New Year. Actually, CES hardly resembles reality at all with its star-studded parties, hordes of expo delegates, and a desire to stick with the entire show schedule.
The experience is awe-inspiring with a wide diversity of exhibits, demonstration stages, and experiential lounges filling both the Las Vegas Convention Center and the Sands Convention Center. Enter any of the expo halls, and the impression is excitedly overwhelming. In fact, it could seem a bit overkill. Does the world really need 100+ drone manufacturers? Maybe it does if Amazon will truly deliver packages with a fleet of drones in the coming years.
Entertainment techies may be eagerly anticipating the arrival of 4K televisions at neighborhood electronic stores. But, at CES, 8K TVs have arrived.
Perhaps the most valuable insight to come out of this year’s CES was a realization by many that the Internet of Things (IoT) is at the end of the beginning. For a long time, there has been speculation about how the IoT will change daily life. Talk is cheap. Practical applications have value, and that’s what emerged at CES this year.
There were several virtual reality (VR) and augmented reality (AR) devices on display in the expo halls. Until now, VRgoggles and Google glass were a novelty. But, now smart business people are using this technology for a purpose. Consider surgeons using AR glasses to help them perform complex surgical procedure with tutorials available in their field of vision. Mechanics could be aided by AR glasses when repairing machinery, or museums could use the technology to curate tours.
One corner of the convention center was devoted to automotive technology. At first the arealooked more like the Detroit Auto Show than an electronics show. But, upon closer examination, it was clear the exhibits were about smart technology and not horse power.
While the idea of autonomous cars is fascinating at CES the driverless car was practically nonexistent. Lexus did feature a parked GS 450h fitted with autonomous car technology accompanied by a video to show how the car tested on streets in Germany. Ford used autonomous car technology to create real-time heat maps of the expo floor. It was clear, the time has not come for autonomous cars.
On the other hand, the connected car is here. Ford, Toyota, VW, BMW, and others presented an impressive array of technologies now available in many 2016 models. Apple CarPlay and Android Auto are creating seamless connections between car audio systems and smartphones. Auto makers have clearly recognized that people bring their entertainment into cars, and simpler experience interfaces have resulted.
Despite the impressive innovation on display at CES this year, one underlying question remained unclear: Which of the wiz-bang technologies can actually be applied to the out of home (OOH) advertising business?
Full article here
USA: Honolulu International Airport brings the ‘wow’ factor back to travel
In partnership with Ford Audio-Video, NanoLumens LED solutions now serve as the central traveler communications platform in their Interisland Terminal
Adding to a growing portfolio of airport installations around the world, NanoLumens, today announced the completion of a new installation at the Honolulu International Airport (HNL). In partnership with systems integrator Ford Audio-Video, NanoLumens, the industry-leading manufacturer and innovator of LED display visualization solutions, installed two 44.65’ X 7.28’ NanoLumens NanoSlim LED display solutions that now serve as the central traveler communications platform for an improved experience.
According to Airport World, environmental graphic design within airports is often not the first thought when looking to boost revenue, but it has a tremendous potential to influence a traveler’s experience. In fact, J.D. Power and Associates, reports that happy passengers spend an average 45 percent more than grumpy ones or $20.55 versus $14.12 on airport retail purchases in shops and eateries.
The Honolulu International Airport project joins a growing list of NanoLumens airport installations that now include London’s Stansted and Heathrow Airports, the Detroit Metropolitan Airport, the Miami International Airport, the Atlanta Hartsfield-Jackson International Airport and the Darwin International Airport in Australia. According to NanoLumens Regional Sales Manager Eric Seigler, “More and more airports understand that large format LED based visualization solutions are the best way to cut through the clutter and engage hurried travelers with critically important messages, information, and, in many cases, sponsored advertising content,” Seigler explained. “The Honolulu International Airport installation represents the latest addition to our transportation portfolio, with more to follow.”
NanoLumens worked with its systems integration partner, Oklahoma City-based Ford Audio-Video, to install two 44.65’ X 7.28’ NanoSlim 6MM pixel pitch solutions to help the airport operators more efficiently and compellingly communicate flight information to travelers. Ford Audio-Video selected NanoLumens for the project based on its demonstrated ability to custom design solutions in any size, shape, or curvature that are also thin, light in weight, and easy to service.
“Ford Audio-Video has partnered with NanoLumens on many successful projects,” said Bid Division Manager at Ford Audio-Video Ed Knoll “NanoLumens was selected for this project because of their strong integrator support program, superior product performance, and long-term performance reliability. The NanoLumens team is very accessible and responsive, and is always eager to help us with design and creativity.”
According to Ford Audio-Video Project Engineer, Travis Ellis, “Ford Audio-Video has been the long-term provider of Public Address, Flight Information Display and Gate Management System Maintenance and AV integration at the Honolulu international Airport (HNL). The goal of the project was to provide departure flight information that could be visible throughout each of the two lobbies that are approximately 120-feet in depth. Additionally, the airport required that there be additional LED real estate space to show additional content of passenger interest, such as a destination city’s weather and a Hawaii tourism video slideshow.”
Available in any size, shape or curvature, NanoLumens solutions fit seamlessly into any architectural space and on virtually any surface without being obtrusive, adding the ‘WOW’ factor to an airport without taking up precious space. Each display is extremely slim, ultra-lightweight, energy efficient, featuring a bright, seamless, high-resolution picture quality that can be viewed from any angle throughout the display horizon without color shift or image distortion.
“This is the first large format LED display installation at the Honolulu International Airport,” Ellis concluded. “The success of this project should help us to bring future large format LED displays to lobbies four through eight of the airport’s overseas terminal.”
Seigler concluded, “NanoLumens values the relationship with Ford Audio-Video and looks forward to working on many more projects with them in the near future.”
USA: Daktronics Leads Re-imagination of Fashion Show's Plaza with Cutting-Edge LED Technology
The outdoor plaza of Fashion Show Las Vegas – the front door of the Strip’s largest retail destination at two million square feet, recently got a lot brighter and more entertaining with the completion of new and dynamic LED video displays created and developed by Daktronics, the industry leader in LED technology based on number of installations, employees and manufacturing space. The LED video capable displays include LED video columns, billboard and marquee pylon displays - all part of a recently completed redevelopment and expansion of Fashion Show’s Plaza that fronts the property along Las Vegas Boulevard.
Massive in size, covering a combined 10,000 square feet and reaching 112 feet at its tallest point, the signage features Daktronics’ proprietary LED video display technology – a specially blended formula designed for the Las Vegas environment with increased brightness and sun-cutting contrast to mitigate wash-out experienced by other technologies. In total, the signage encompasses 12-plus million LEDs and 4-plus million pixels.
“While the numbers speak to the significance of these installations that now rank among the largest and brightest on the Las Vegas Strip, they don’t begin to speak to the significance of our proprietary technology which ensures a brighter and more impactful experience,” said Ed Wasserman, Daktronics special projects director. “At Daktronics, we consider Times Square and the Las Vegas Strip as two major global locations that completely embrace LED technology. We installed more than 30,000 square feet of LED signage in Times Square this year, and we believe Las Vegas is on the cusp of similar growth. On the heels of our installations at SLS Las Vegas in 2014 and Fashion Show in 2015, we are proud to lead this LED evolution in the city of neon.”
Daktronics served as the lead project designer and LED sign provider, acting as general contractor on the project that took more than 18 months to complete and involved various sub-contractors. This includes all the large format displays on the plaza in addition to renovated LED displays inside the mall, including the iconic three-screen LED video display over the runway in Fashion Show’s Great Hall. General Growth Properties (GGP), Fashion Show’s owner, was responsible for the primary structural improvements. Las Vegas-based Vision Sign Company installed the displays; and Las Vegas-based Best Agency oversees network operations - running, scheduling and providing proof of performance reports for Fashion Show and its advertisers.
“Fashion Show's new LED displays are an immense and unique digital canvas,” said Phil Lenger, president/chief creative officer, Show+Tell. “Multiple screens, curved surfaces, and colossal scale require a whole new visual language. Storytellers and marketers relish the challenge and the opportunity to craft compelling content through the use of imagery, color, scale, motion, and interactivity in the animations and videos that are now part of the Fashion Show on-screen show. Fashion Show's new plaza has transformed the experience for all visitors to the Las Vegas strip.”
Yet another collaborator on the project is House of Current, an Atlanta, Georgia-based advertising agency that created the Fashion Show branded images on the pylons.
“A project of this size and scope obviously requires the collaboration of many companies working in concert to bring to fruition our vision to deliver the most technologically advanced LED video in existence today,” said Wasserman. “We are proud, excited and honored to have led such an amazingly talented group of contractors and consultants who each contributed to the overall experience.”
According to Jim Heilmann, senior general manager at Fashion Show and ICSC Certified Shopping Center Manager (CSM), the evolution of brick and mortar shopping centers in the age of e-commerce requires the delivery of an experience shoppers are unable to get online. “Today, retail destinations are about so much more than shopping,” he said. “They offer experiential entertainment in a variety of forms, from retail therapy and dining to pure performance. The newly enhanced video imagery on Fashion Show’s plaza offers yet another form of quality entertainment before our guests even step inside. We are proud and excited of this visually stunning and captivating feast that is reflective of the brands and distinctive experience Fashion Show delivers every day.”
To see the new Daktronics LED video displays at Fashion Show, watch this video.
Australia: goa to launch flagship digital screen THE VALLEY ICONIC
Queensland’s largest billboard and signage company, goa, have this week announced the launch of their flagship digital screen THE VALLEY ICONIC on Monday 29 February.
goa are the Australian pioneers of roadside digital billboards.
At over 150 square metres in size, this newest screen leads goa’s premium digital billboard offering – THE ICONIC SERIES.
Chris Tyquin, goa’s Joint Managing Director, has reiterated exactly how significant this new addition to the series will be.
“It is iconic digital screens like THE VALLEY ICONIC that have the potential to completely change Brisbane’s Out-of-Home landscape.
“This screen alone reaches over 10 percent of Brisbane’s population every week and that doesn’t take into account the ‘wow factor’ of its bespoke industrial design,” Mr Tyquin said.
Towering above one of Brisbane’s busiest intersections, THE VALLEY ICONIC will be an architectural landmark in its own right, commanding the attention of traffic from five separate feeder roads.
The screen officially launches at 5am on Monday 29 February. Further details are available on goa’s website.
Australia: Twitter Australia takes the tennis to the streets via strategic partnership with APN Outdoor
APN Outdoor has this week announced a strategic partnership with social media powerhouse, Twitter Australia. The initial phase of this partnership coincides with the Australian Open, beginning this week and has several elements including live feeds, instantaneous score and news updates and a consumer promotion giving tennis fans the opportunity to be sitting courtside at the finals.
Using the unique hashtag #ausopenmoments, promoted through APN Outdoor’s expansive network of Elite Screens, tennis fans are invited to contribute to the conversation that will be subsequently broadcast through the same network, being updated in real time with the newest and most relevant Tweets. The feed of live Tweets will include chatter and score updates from official accounts such as @AustralianOpen, @Twitter as well as specific player accounts sharing their behind the scenes moments.
Twitter Australia’s Head of Growth David Ray, commented “Tennis is one of the biggest sports on Twitter with thousands of conversations taking place every day about matches all around the world. @AustralianOpen produces top draw content, with amazing access to the players and commentators, fun and personality that Twitter brings to a huge local and global audience. We already know that Tweets don’t just live on Twitter; they can be seen just about everywhere. This partnership is a fantastic opportunity to share the reach of Australian Open Twitter content to APN Outdoor’s audience in a unique way and we are looking forward to seeing #AusOpen Tweets travel even further to help increase conversation around this great Australian event.”
As the tournament continues over the next two weeks, the partnership between Twitter and APN Outdoor will also heat up with consumers who have been actively using #ausopenmoments going into the running to win tennis tickets for the finals. When the field has thinned out toward the pointy end of next week the Elite Screens will also incorporate sentiment driven, real time updates of who the Twitter audience think will take out the title.
Mark Fairhurst, General Manager- Sales, APN Outdoor, commented on the partnership “The socialisation of Digital Outdoor is something we have been keen to explore with a leader in the social space for some time and taking the opportunity to work with Twitter, capitalising on the excitement and hype of the Australian Open was a no brainer. Twitter’s expertise in short form content and user generated interactivity makes for a perfect match with our Elite Screens and the analytics and results we anticipate receiving will further promote the complimentary nature of the two mediums. We look forward to bringing the results to market in the coming weeks with the first Headline Series presentation for 2016.”
New Zealand: Suspended Prismatronic LED screens for shopping malls: Innovating with unmatched quality!
Prismaflex International, manufacturers of products and solutions for indoor and outdoor communication is pursuing the development of its Prismatronic LED range with a new indoor innovation: a hanging die-cast high definition LED display.
First up in New Zealand
The suspended high definition LED display offers unmatched image quality thanks to the efforts made at the Prismaflex International LED module production site, Prisma China. The group’s expertise and experience means the strong yet lightweight die cast structure perfectly integrates the modules creating an ultra-slim and easily accessible screen.
Prismaflex recently installed its first network of hanging double-sided outstanding 3.8 pitch screen in one of New Zealand’s busiest shopping malls. The installation of another set has just been completed in another mall, this time in Australia.
The product has been specifically designed for use in train stations, airports and malls.
South Africa: Digital OOH poised to move into the programmatic realm
Programmatic media buying, placement and optimisation for DOOH (Digital Out of Home) is still in its infancy in South Africa and Africa, however it is cited as the next trigger to impact on Out of Home's growth, and contribute to the evolution of the communication industry.
The term programmatic media (also known as programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement, and optimisation of Out of Home media inventory, in turn replacing human-based methods. Key to the principle of programmatic media placement is relevant transactional, demographic or social (primary or secondary) data that is either proprietary or bought. The main benefits for programmatic systems and processes are relevance and efficiency.
Bazil Lauryssen, CEO of Continental Outdoor, and a panellist at the recent Thought Leadership Seminar hosted by Amplifi, (Dentsu Aegis Network's Media Investment arm), where content, multiscreen planning and programmatic were debated, explained that "Programmatic Advertising" impacts how Digital Out of Home is sold, how content is delivered and onto which DOOH platforms the relevant messages or campaigns are placed.
"OOH's inherent strength is that it's able to broadcast a message quickly and effectively. With the added benefit of relevant placement of messages and creativity we will be able to provide more niched and targeted communication to consumers. The funnel is moving from broad-based mass Out of Home marketing to direct, customised and therefore more impactful campaigns".
Lauryssen continued, "The first advancement around Programmatic advertising will be evident once the Out of Home Measurement Council currency data is available to buyers and media owners providing data that will allow for effective and relevant buying, placement and optimisation of Static Roadside panels determined from brand and demographic data that shows affinity to variables such as income, brand usage, LSM, media usage etc. This will be accessed through Telmar/Cuende's software called Quantum". He added that, "Aside from this, Continental Outdoor has already made digital OOH relevant by providing buyers with day-part networks that allow for appropriate messaging and creativity by time of day and geographic location".
He does caution marketers that relying just on pre-programmed functionality to deliver messages and efficiency is not sufficient. Understanding consumer behaviour, what they feel and how they react is just as important as knowing how people move and what they buy. The campaign's big idea, objectives, insights, budgets and target markets, are all processes driven by people, and will continue to be so. This new integrated approach will require media businesses to move away from siloed teams to a more holistic and aligned model where the right data can be sourced to drive the right insight and drive creativity in the right way. Data and creativity should not be regarded individually, but rather as interrelated elements that integrate to form a cohesive conversation, supported by data, insight, creativity and impact.
"Continental Outdoor will continue the roll-out of Digital Out of Home formats throughout South Africa and the rest of Africa. Digital Out of Home advertising revenue will see significant growth and will account for more than 30% of OOH revenues by 2018 in Africa according to a PWC study. Whilst we provide the formats and platforms for engagement, it is the endorsement of content-led campaigns from clients that will determine the quality and quantity of content that can be engaged with", concluded Lauryssen.
South Korea: Out-of-Home Ad Spending in South Korea to Rebound
Spending on out-of-home ads in South Korea slipped in 2015, with falling spending on transit ads dragging down increases in billboard and entertainment-area ad spending. But that’s expected to change this year, according to one researcher.
Korea Broadcast Advertising Corp. (KOBACO) found that overall out-of-home ad spending in South Korea dropped by 2.9% last year, to KRW832.5 billion ($735.3 million). Transit ads, which account for more than half of the total, were down by 8.7%.
Even a double-digit increase in billboard ad spending could not counteract the decline in transit’s much larger slice of the out-of-home market.
But transit advertising is looking up for 2016, KOBACO reports. The firm expects a 3.1% increase in such ads, to KRW476.4 billion ($420.8 million).
Spending on other out-of-home placements will stagnate or drop, leaving a slow 1.4% growth rate for the medium as a whole. In September 2015, eMarketer forecast steady, slow growth in outdoor ad spending in South Korea, of 1.5% in 2015 and 1.8% in 2016. Low, single-digit growth rates are not enough for outdoor to maintain its current share of total media ad spending in the country, however. In 2014, outdoor ads accounted for just over 17% of the paid media market.
This year, that share will drop to 16.5%, as spending on digital, and especially mobile, ads rises more quickly. By 2019 it will have dropped another point.
ZenithOptimedia, also in September, similarly projected 1.0% growth in outdoor ad spending in South Korea each year from 2015 through 2017.