EUROPE NEWS

Belgium: WPP Team Huawei / Ogilvy wins FEPE International Best Use of Out of Home Award at EACA Euro Effie Awards 2016

A special FEPE International Award for the Best Use of Out of Home was presented to WPP Team Huawei / Ogilvy for their Touch. Made Powerful campaign by FEPE sponsor BroadSign International on behalf of FEPE International President, Matthew Dearden, during the Euro Effie Awards Gala in Brussels’ Cercle de Lorraine business club last night.

The Award, presented for the second year, recognised their exceptional use of Out of Home to elevate the brand’s awareness, consideration and perceptions. The Touch. Made Powerful campaign put Huawei firmly on the map as emerging global innovator, carving a path for the brand’s success in Western European countries and beyond.

The campaign effectively drove significant incremental sales of the Mate S brand in Western Europe, enabling Huawei to rank in the top three in market share in several countries. The campaign earned the respect of the industry, with the media recognizing Huawei as a viable contender in the high-end smartphone market together with Apple and Samsung.

FEPE International General Secretary, Mark Flys, said: “This work is testament to the way the Out of Home medium can work effectively in combination with TV, Digital Video and Social Media. This enhanced the campaign to drive image and so create the sense of a big world class technology brand. Results, both in terms of establishing the brand and driving sales, were particularly impressive given the nature of this highly competitive consumer market.”

The Euro Effies are organised by the European Association of Communications Agencies (EACA) in partnership with Euronews with the support of Google, Kantar Millward Brown, The European Publishers’ Council, WARC, Adforum.com, Procter & Gamble, Nielsen, Bacardi-Martini, creativebrief & Viva Xpress Logistics.

*The photo shows Brian McCarter of Ogilvy with the award.

FEPE would like to thank Vladimir Aubin of BroadSign for presenting the award on our behalf, as the entire FEPE team were caught up in a Eurostar power failure and never made it to the event!

UK: Automation will free us to add value where it counts*

By Charlie Makin

Programmatic obfuscates a simple concept - automation allows us to use our expertise elsewhere.

Automation will free us to add value where it counts A little while ago, Jerry Buhlmann said that Dentsu could be "approaching 100% programmatic by 2020". It created a minor storm for two reasons: Buhlmann, global chief executive of Dentsu Aegis Network, is a highly regarded industry leader, and programmatic is a value-laden term.

Programmatic has been weaponised in the increasingly hostile power struggle between agencies and clients over fees, costs and rebates. It is, without doubt, the most contentious area in the report published earlier this year by the Association of National Advertisers in the US about lack of clarity between marketers and agencies.

Belgium: EASA launches a new International Council on Ad Self-Regulation*

At EASA’s Biannual Meetings, which took place between 24 and 26 October 2016 in Lisbon, EASA launched a new International Council on Ad Self-Regulation (ICAS) – an international platform to promote effective advertising self-regulation worldwide. The new ICAS will unite global Self-Regulatory Organisations (SROs) and international Industry Associations to form a powerful council that will facilitate the set up of new SROs in emerging markets, help empower them and provide a platform to discuss and work on solutions regarding the global challenges faced by the advertising industry.

Amongst its founding members, ICAS can count SROs from Asia Pacific, North America, South America, as well as several of the largest European SROs. Through EASA, all European SROs and Industry associations will be represented, thus becoming part of the network of the new ICAS. On the side of the industry the most notable founding members of ICAS is the World Federation of Advertisers (WFA) which has been driving the development of ICAS together with EAS and FEPE International.

France: JCDecaux renews and extends its street furniture contract with the city of Nice

JCDecaux SA announces that following a competitive tender, its street furniture contract with the city of Nice (340,000 inhabitants) has been renewed and extended for 12 years.

This exclusive contract covers the installation, upkeep, operation and maintenance of over 194 street furniture units that have either 2 m² or 8 m² advertising faces (which may increase to 358 units) and 16 non-advertising street furniture units.

UK: The DailyDOOH Gala Awards finalists announced*

Now in its fifth year, The DailyDOOH Gala Awards recognises excellence and promotes best practice in the industry. The awards take place on December 1st at Banqueting House. Here are this year’s finalists: –

Best QSR / Bar or Restaurant Deployment

NUSA Kitchen | Beaver Group Harry Ramsden @ Blackpool Tower | Pixel Inspiration Levy Restaurants @ ExCeL | Beaver Group

Best High Street / Mall / Supermarket / Convenience Store or Forecourt Deployment

Belgium: IRET Development Relies On Daktronics For First Freeform LED Display In Belgium

IRET Development of Antwerp, Belgium, selected Daktronics to design, manufacture and install a digital façade of freeform LED elements flush with the face of the Post-X building in Berchem, Belgium. The display provides full video capabilities when viewed from outside the building while also providing the ability to see through the display when looking out the windows from inside the building.

UK: Creative Out of Home Awards 2016 nominations revealed

Finalists for the 2016 Creative Out of Home Awards have been announced with Pulse Creative’s work with the Sun and OMD UK’s Channel 4 campaign among the nominations.

This year the COOH Awards have opened internationally for the first time and to reflect the new scale livedoohand and Fepe International have come on board as sponsors while Trevor Beattie has been announced as the chairman for the awards.

UK: British Land secures 100 screen portfolio deal with Clear Channel UK

British Land has signed a significant digital advertising contract with Clear Channel UK to install over 100 digital advertising panels across its regional and local multi-let retail portfolio. The initiative supports the company’s vision to create Places People Prefer by enlivening the consumer experience in response to changing modern consumer lifestyles.

USA: OUTFRONT Media Reports Third Quarter 2016 Results*

"Improving yields helped deliver 2.3% organic revenue growth in the third quarter, which translated into significantly higher OIBDA and AFFO growth. We expect 2016 AFFO to come in at - or slightly above - the top end of our guidance, while we continue to invest in our business," said Jeremy Male, Chairman and Chief Executive Officer of OUTFRONT Media. "We see national advertising improving in the fourth quarter, and are encouraged by the productive conversations we are having with our clients regarding their out-of-home advertising campaigns in 2017."

USA: How out of home can be used to target Hispanics

When it comes to targeting the U.S. Hispanic market, just about every medium has options that target Hispanics exclusively.

There are Hispanic-focused outlets for TV, radio, online and print, in both Spanish and English. It’s not always as clear-cut with out-of-home advertising, however.

Sure, you can run billboards in Spanish in Hispanic-heavy areas of town, but that comes at the risk of alienating the non-Spanish-speakers.

USA: Global Ad Spend Forecast: Autumn 2016

Looking at the three global ad spend forecast reports from ZenithOptimedia, Carat and Magna Global, we have compiled the key observations of the media landscape for the coming year.

Despite a slight decline due to volatility in some markets, the positive momentum of the global advertising spend is expected to continue into 2017. Read on to find out the summaries for Media and Regional analyses.

USA: Yahoo's "smart" billboard takes outdoor data-collection to the next level

Reveal of patent blueprint comes at awkward time for company caught in privacy controversies Yahoo has applied for a patent for a "smart" billboard that would represent a leap forward in data collection for outdoor advertising.

Australia: New Commercial and Sales team appointments at Adshel*

Adshel today announced several staff changes that include the appointment of Collene Wright as the new Commercial Manager and the appointment of Michael Riach as Executive Head of Sales Southern States.

Collene moves from her current role as State Sales Manager to oversee crucial commercial partnerships and play a key role in the development of Adshel's offering in Victoria. She will report to Adshel’s Commercial Director Greg Power, who said of the appointment, “Adshel’s partnerships in Melbourne represent some of the most important relationships we have. I am delighted that someone with Collene’s ability to identify and deliver partner-focused solutions will be adding value to those partnerships, and that we are able to develop talent from within the business.”

As part of the changes Michael Riach, currently Head of Sales Strategy and Sales Operations, will move into a new role as Executive Head of Sales Southern States, overseeing the sales teams in Victoria, South Australia and Western Australia. Michael has been with the company for two and a half years, having joined from News Corporation in Perth, and having held senior roles in Fairfax Media.

David Roddick, Sales and Marketing Director of Adshel said, “With the launch of additional Adshel Live screens in all markets and with further product development planned for the entire national network, there is an enormous opportunity to capitalise on the great work Collene has done and build Adshel in Victoria, SA and WA to even greater heights. I am thrilled that we can benefit from Michael’s knowledge of both our business and these markets, to make the most of that opportunity.”

The appointments are effective immediately.

Australia: APN Outdoor Announces Winner Of Their Media Attention- It’s A Jungle Out There! Competition

Leading Outdoor operator, APN Outdoor, have today announced the major winner of their hotly anticipated Media Attention- It’s a Jungle out there! competition, with Simon Lawson of PHD Melbourne and Nathan Fraser of Starcom Brisbane winning the major prize of a trip to the Galapagos Islands.

South Africa: Brands go big on OOH (in more ways than one)*

By Peter Lindstrom Out of home (OOH) has traditionally been seen as a secondary, non-core advertising medium, with advertisers and agencies allocating it a meagre 4% share of advertising spend.

Now, however, OOH is increasingly stepping into the limelight as a ‘Media Superstar‘, with brands using it to do more of the heavy lifting. According to OAAA, spending on out of home increased by 3.3% in the first quarter of 2016, with McDonald’s, Apple, HBO, Verizon, and Chevrolet being the top five advertisers across this medium. And, interestingly, several brands are said to have more than doubled their OOH spend from the year before, including Chevrolet, Ford, Budweiser, Showtime, Amazon, HBO and Walt Disney Pictures.

Singapore: Moving Audiences, Asia’s First Unified Online Platform For Out-Of-Home Advertising, Linking Over 2,000 Digital Billboards In Six Nations, Launched In Singapore

- 28 Asian media owners, including Singapore Press Holdings and MediaCorp, have signed on to digital platform

- Platform will offer analytics and metrics to measure targeted audience viewership

- Initially targets OOH market in six ASEAN countries and India valued at US$1.3 billion currently

Asia’s first unified online platform for the Digital Out-of-Home (“DOOH”) sector, which allows media buyers to plan and place advertising across thousands of billboards in Asia’s outdoor media market, and accurately measure target audience viewership, was unveiled Thursday, 3rd November 2016, in Singapore.

Moving Walls Pte Ltd (“Moving Walls”), a data and technology-led media company, said 28 media owners of over 2,000 digital billboards in six Asian countries have already agreed to trade their inventory on the Moving Audiences platform.

Moving Audiences is the first platform in the region to allow media buyers to plan and buy timeslots for DOOH billboards across borders. It uses an advanced algorithm which links the screens to determine which are available at what time and at what price. Media owners will be able to see which of their billboards are taken up at any time.

OOH Advertising Is Only Traditional Media That Is Growing

The platform will be a major catalyst to invigorate the traditional media sector, which has witnessed a decline in advertising in recent years. Worldwide, owners of media content and media assets as well as media buyers have been impacted by the “digital onslaught”, which has led to lower newspaper subscription and television viewership.

Despite this, the OOH media in ASEAN and Asia is expected to continue growing. Based on a 2015 PwC report, the OOH advertising market in Singapore, Malaysia, Indonesia, Philippines, Thailand and Vietnam will rise from US$944 million to US$1.27 billion in 2020. The Indian market will rise from US$349 million to US$545 million.

The Moving Audiences platform provides, for the first time, Aggregation, Automation, and Attribution to OOH media. By uniting media owners across the region, it encourages a transparent and efficient outdoor advertising trading system.

Audiences Data The New OOH Standard

Beyond acting as a first-of-its-kind digital media marketplace, Moving Audiences – which has already become largest network of digital billboards in Asia with presence in Singapore, Malaysia, the Philippines, Indonesia, Thailand and India – is setting the standard to measure OOH media. There is currently no universally accepted system to measure OOH media.

Moving Audiences seeks to unify Asian OOH media owners and embrace a transparent OOH measurement system that reports audience data. It uses proprietary algorithms to crunch Big Data from public and private sources to derive audience insights around OOH media assets. In turn this will become a global standard, in line with a shift which has already happened in the United States.

“Driven by the growth of digital displays, the global market for outdoor advertising is poised to reach US$50 billion by 2020, with the Asia Pacific region becoming the its largest and fastest growing market (Global Industry Analysts). Our platform brings digital efficiencies and measurement standards to a form of media that has been in the dark for too long. We look forward to leading this OOH revolution in Asia,” said Mr Srikanth Ramachandran, CEO of Moving Walls.

FEPE Out of Home News 13th Oct 2016