EUROPE NEWS

UK: Outsmart downsizing will not be a problem for OOH

The downsizing of Outsmart, the marketing outfit for the out-of-home media sector, is disappointing but not a problem for the OOH industry, writes Stuart Taylor, the chief executive, Western Europe at Kinetic.

It is for the most part a sector in rude health with revenues rising and almost all the main players, both large and small, continuing to invest heavily in new digital inventory, research and marketing.

The plan appears for there to be a lean team remaining to focus purely on the necessary, but more prosaic, industry issues around digital standards, voluntary codes, liaison with the AA and other tasks that require the collaboration of the major vendors and often the specialist agencies as well.

UK: Real-time outdoor ads are key in search for missing people, says charity comms chief

Charity Missing People helps to find more than 2,000 vulnerable children and adults each year. Ross Miller, director of fundraising and communications, shares his insights on programmatic out-of-home advertising and reveals Pokémon Go could be the next tool in the search for those who go missing.

Switzerland: Clear Channel Switzerland appoints Christoph Marty as new CEO

Christoph Marty, at present CEO of Publicitas Schweiz, a leading advertising marketer with a cross-media portfolio in Switzerland and abroad, has been appointed as new Chief Executive Officer of Clear Channel Switzerland. He has in-depth knowledge of the Swiss media industry, a strong commercial profile and great experience in digital transformation – key factors for the further success of Clear Channel Switzerland.

Ireland: Location Location Location

When it comes to OOH advertising, the choice of the environment is paramount, writes Antoinette O’Callaghan of Exterion Media.

Here in Ireland we take on average 2 ½ trips out of our homes every day. The reasons we leave our homes varies and depends largely on our life stage. Nearly 2 million people – 50 % of our Adult population – are going to work while over a million Irish citizens are in full-time education.

UK: FEPE’s John Ellery joins The Drum Creative Out Of Home Awards Judging Panel

John Ellery, Executive Director of FEPE International has been asked to join the judging panel of this years Drum Creative Out Of Home Awards.

The Drum Creative Out Of Home Awards rewards excellence in out of home advertising, with categories for digital, design, PR and media specialists. This year we are opening up entries to companies across the globe.

Out of home continues to be one of the most effective forms of advertising internationally, and we want to put the spotlight on anyone worthy inside and outside of the UK.

For the first time, these awards will be open to international entry as The Drum recognises that there is fantastic work in this medium throughout the world and we are excited to have partnered with FEPE International to celebrate this. It is undoubtedly the most visual of all mediums, offering instant stand out and kudos for brands. Despite the increase of online opportunities, it has continued to deliver impressive results across the globe, and with the rise of ad-blocking we will undoubtedly see a rise in investment in the sector.

With this in mind, our judges expect some innovative work never before seen from all over the world. Apart from John, we have gathered professionals from BMB, OMD, WCRS, Brave/Outdoor Plus, Microsoft and Havas Media, to name but a few.

Our Chairman of the panel, Trevor Beattie (Founder and Chairman of BMB) had this to say “Having spent an inordinate amount of my waking hours recently working as its guest editor, I can safely say I’m a huge fan of The Drum. I like the way it speaks, I love its attitude and I’m proud to have my name associated with it. I’ve also been a lifelong fan of what were once called “posters” but must now be deemed “Out Of Home”. You don’t get to Skip Ad with a poster; it’s a street performer. The oldest yet the newest form of advertising out there. Am I looking forward to judging The Drum’s Out Of Home awards? OOH yes.”

Entries are open until 26th August, so head to the Creative Out Of Home Awards website (www.creativeoutofhomeawards.com) to register and start your entry today.

UK: Forrest expands LED Network in Glasgow

Scotland’s leading Digital ‘OOH’ Media Owner, Forrest Media, has expanded its Glasgow Network to 10 giant premium LED screens covering all of the major arterial routes in and around the city.

Forrest has unveiled an exceptional new portrait LED digital screen on the A74 at Nelson Street, South Glasgow, as well as the Hydro II - two new stunning synchronised “twin” LED landscape digital screens fronting their forthcoming Hotel and Leisure Development, the Glasgow Hydro Arena and in direct proximity to Glasgow’s media city which houses the BBC, STV and Capital Radio amongst others. Covering over 50% of the Greater Glasgow adult population, no other Digital Out of Home offering can match the impact of the Forrest CityScreenTM Network in the city.

Glasgow is the UK’s third largest city and the Forrest Glasgow CityScreen Network offers advertisers the perfect platform to target the 1.2 million population.

UK: Clear Channel Launches Trace: A New Approach to Audience Planning

Clear Channel UK has announced the launch of their new Trace tool, which reveals detailed insights into the modern day consumer purchase journey, and allows both media planners and advertisers to explore how best to engage their target audiences at the right time, in the right place, with the right message.

USA: Digital out-of-home revenues posted double digit growth last year in the US

Last year, digital-out-of-home advertising revenues in the US grew 11 percent to $2.7bn, marking the medium’s fastest growth rate in five years, according to research firm PQ Media.

Full story here

USA: A Global Outlook – Inspiring OOH

By Mark Flys, General Secretary, FEPE International

In the last decade OOH advertising had arguably undergone the most radical upheaval globally in its history. From the earliest days of cave paintings to posters on walls, OOH media was effectively just that, static pictures on walls of varying sizes and sophistication.

However, our position as the oldest and most static of advertising mediums (both literally and figuratively) has been changed forever with the arrival of Digital Out of Home (DOOH).

USA: OOH Leads in Time Spent with Media Growth

With the emergence of streaming services such as Netflix, Hulu, and Amazon Prime Video, traditional TV is finding itself under increased pressure to retain its place as the go-to medium for a bit of home entertainment. While people still spend more time watching TV then they do using any other medium, there are signs that indicate its future may not look quite as bright.

Brazil: Barco continues to grow visualization technology footprint in Brazil with strong local support

Celebrating more than 20 years in Latin America, global visualization company Barco is strengthening its presence in Brazil with a growing deployment of advanced visualization projects that support public health and safety, commerce and entertainment in the region.

Full story here

USA: LinkNYC Beta Phase Update

New York City has many well-deserved nicknames—NYC, The Big Apple, Gotham, The Capital of the World—because it’s a global crossroads, a metallic monument of human achievement and the center of the universe as modern civilization knows it. That said, what better place is there to begin the largest unified rollout of digital displays in history?

Australia: 'Arousal' drives attention - why OOH pips TV

Consumers who are out of home are more likely to act on messages compared to inside the home, as a result of “primal” instinct, according to research from the Outdoor Media Association (OMA).

Australia: SMI Data: Ad Bookings Down 2.7% YOY To July But Buoyed By Big Spends On OOH

Australia's media agency market bookings are down 2.7 per cent YOY to the month of July according to the latest SMI figures but could’ve been significantly worse had it not been a 21.7 per cent rise in OOH over the past 12 months.

Australia: Deep Spring joins colouring book craze with interactive digital billboards

Coca-Cola Amatil water brand Deep Spring has leveraged new digital out-of-home technology to bring a colouring book to the streets of Sydney and Melbourne. A new campaign promoting Deep Spring sparkling mineral water’s relaunch, combines Zentangle patterns with out-of-home digital technology to enable passers by to colour in the patterns.

Nigeria: OAAN adopts new Constitution, re-certify members

Members of the Outdoor Advertising Practitioners of Nigeria (OAAN) rose from their last Annual General Meeting (AGM), held recently at the Transcorp Hotel, Calabar, the Cross River State capital with the adoption of its new constitution in line with industry global best practices. The body also re-certified their members as financial members and called on all outdoor advertising practitioners who are yet to upgrade their membership to do so in the shortest possible time.

China: Asiaray Sweeps Five Out of the Six Outdoor Advertising Awards at the 8th Beijing International Festival of Advertising Awards

Asiaray Media Group Limited, a leading out-of-home media company with a strategic focus on airport and metro line advertising, is pleased to have received five out of the six honours in the out-of-home advertising category presented by the 8th Beijing International Festival of Advertising Awards. These accolades demonstrate the panel's recognition of Asiaray's professionalism and excellence in the outdoor advertising industry.

FEPE Out of Home News 18th August 2016