EUROPE NEWS

UK: Clear Channel joins forces with United Nations to support humanitarian campaign

Outdoor advertising company Clear Channel International (CCI) has joined forces with the United Nations (UN) in an effort to get people to join the UN’s global humanitarian #NotATarget campaign.

As part of the partnership, CCI's digital out-of-home screens have hosted a series of UN ads across some of Europe’s largest capitals and city street furniture.

Amanda Pitt, communications director for the UN’s Humanitarian Affairs Office said, "Our campaign this year is about helping people understand that they can play a role in influencing significant change in the world, and that their voice is important."

UK: Trends in OOH: Why Live Content builds Genuine Connections

Streaming content has emerged as a big trend in OOH. Digitisation and new possibilities in data integration have opened doors to creative and contextual executions that transform brands from advertisers into social participants. But what makes live content within OOH unique compared to other media?

OOH. QUINTESSENTIALLY LIVE.

Forms of live streaming and live content vary but can include anything from live sports scores, to live social media feeds to interactive video streaming. This form of live OOH messaging has grown into a highly impactful tool among brands to build a dialogue and engage with their audience in real-life and in real-time. With live streaming options and increasingly democratic broadcasting capabilities among social media platforms, user generated content is playing an important role within live advertising. Brands choose OOH to broadcast this content because it allows them to build their presence within the daily lives of their audience, while they are out and about.

Russia: International OOH Congress 3-6 October, Tunisia

The Conference Program is now released. Last call for registrations!

The 9th International OOH Congress (http://oohcongress.ru/en/) will take place in Tunisia, Movenpick 5* between 3-6 October 2017. Organizer - TMG.

Congress languages: Russian and English

The focus of the Congress: "OOH as a Successful Business"

• How to survive in the competitive environment of the modern media landscape?

• How to raise investments into the OOH? Examples of successful strategies.

• How to develop a profitable business model for the OOH; examples of brilliant solutions;

• Case stories of successfully implemented projects. Involvement, creativity. Figures.

The Conference Program is now released

Headliners: Antonio Vincenti (CEO of Pikasso and vice-president of FEPE Int., Lebanon), Daniel Cuende (CUENDE Infometrics, Spain), Jean-Emmanuel de Witt (Russ Outdoor, Russia), Alexander Epin (TMG, Russia), Boris Peshnyak (Gallery, Russia), Pavel Kriukov (Publicis Group Media Eurasia, Russia) and others.

The Congress is attended by 250+ delegates from all part of Russia and international (media owners, agencies, suppliers, clients).

4-days Congress agenda includes two days of plenary session covering all segments of Out-of-home: classic, DOOH, indoor and transit. The plenary session will be followed by two thematic panels "DOOH+indoor" and "Transit media". OOH-Exhibition will be held during the Congress days.

Special entertaining program includes Gala Night (OOH on Air Show) and White Party hosted by famous Russian actor Maxim Bryzgalin.

FEPE delegates are invited to join the event at the special rate with 15% FEPE discount.

The Congress is especially recommended for suppliers interested in finding new business within the huge OOH market of the 140-million people country of Russia. The organizers have negotiated special delegate rates for the hotel rooms.

Registration is open until September 5.

Special LIGHT PASS for accompanying persons are available.

Switzerland: How Geneva could join the anti-billboard movement

A group of Geneva residents has launched a people’s initiative to ban commercial billboards from the city centre. While an important source of revenue for cities, the campaigners see outdoor advertising as little more than ‘visual pollution’.

Their campaign is inspired by events in January, when residents were given free rein to express themselves on 3,000 blank hoardings across the city. A dispute over the legal contract for the hoardings led to them being temporarily left white with no advertising. Locals seized the opportunity, let their creative juices flow and transformed the billboards into works of art (see examples below). The experiment was a lightbulb moment for a group of Geneva citizens from four local associations.

Hoping to build on this spontaneous creativity, last month they filed a people’s initiative with the commune on the issue. They must now collect 4,000 signatures by November 7 to force a municipal vote. The campaigners say they want to ‘liberate’ the cityscape of commercial advertising and at the same time provide residents with blank hoardings for ‘free civic and artistic expression’.

Under the initiative, not all billboards will be kicked out of the city centre. Ads for cultural events and institutions will be permitted, alongside those for local businesses and shops.

UK: Limited Space continues roll out of digital screen network with multiple additions

Limited Space, the shopping centre media specialist, is continuing the rollout of its brand new Orbit digital screen network, with the installation of a giant screen at intu Metrocentre, Gateshead.

Measuring 7x4m, the site is the largest available digital screen in UK shopping centres alongside Limited Space’s Orbit screen at intu Lakeside, which was launched in June this year.

UK: Brits are VERY freaked out by the woman on the Trivago advert… for a hilarious reason

Londoners have been feeling like they're being followed during their morning commutes

THE British public have been left feeling freaked out by the Trivago advert - which is popping up all over the place in the capital. Some baffled commuters have even joked that it feels like they're being followed along their daily routes.

Trivago have hit the nail on the head with their latest campaign - as social media users can't stop talking about it.

In the promotional image, a brunette woman stares straight towards the camera standing behind the hotel comparison website's search tool.

USA: DOOH Creative for American Red Cross Hurricane Harvey Relief

The American Red Cross is working hard to provide disaster relieve in the wake of Hurricane Harvey.

They are requesting assistance from the OOH industry by placing donation messages around the country to support the relief effort. OAAA members are encouraged to download and use the digital bulletin and poster creative provided through the OAAA website.

Thank you for your support.

DOWNLOAD THE CREATIVE HERE

USA: Is it Possible to Make a Location Iconic Overnight? You'd be Surprised!

When you think of an iconic location, what's the first thing that comes to mind? Times Square? The Eiffel Tower? How about the main boulevard that runs through Topeka, Kansas? It all depends who you are, where you're from and what your surroundings are to decide what makes something "iconic."

It's extremely subjective, and can also change at any given moment. While there are obviously inherently iconic locations like the aforementioned focal points of New York City and Paris -- which are frequently photographed, attract tourists, used as reference points for directions, etc. -- there are also ways, believe it or not, to make an area iconic by adding to it. And it can happen overnight!

Canada: 3 Steps to Digital Signage Network Security

Security, or rather lack thereof, has been a hot topic lately in the digital world. With the WannaCry ransomware running amock across the globe and our favourite rum-loving pirate’s latest instalment being held captive by hackers, it is an ideal time to make sure that you have an ironclad digital security plan in place.

This is especially important for digital signage network security. With some screens reaching thousands of people at a given time, even a minute of unauthorized content can cause major headaches. Controlling access to your systems is a multi-layer effort with physical access, OS maintenance and application security all being important aspects of a more hacker-resistant system.

USA: OOH Outperforms Traditional Media Across the Globe

“Thanks to favorable lifestyle evolutions, innovation and investment from media owners and public authorities, global OOH has been the only ‘traditional’ media category to show consistent growth in the last ten years, while TV and radio have stagnated and print sales have declined.” - Vincent Létang, EVP, Global Market Intelligence at MAGNA

Top Global Advertising Stories 2017

• Media owners’ net advertising sales will grow by +3.7 percent to $505 billion in 2017, which is a noticeable drop compared from the 2016 growth rate of +5.9 percent.

The lack of cyclical events in 2017 (global sports events or US elections), and the US market itself are contributing the bulk of the global slowdown.

USA: The Immediacy Economy: Putting Performance at the Center of the Marketing Plan

By David Krupp, CEO, Kinetic, North America

We don’t live in a “digital economy” as coined by executive and author Don Tapscott, we live in an immediacy economy, powered by digital. Digital is merely the tool which fuels instant gratification, on-demand consumption and personalization. The brands that will succeed are the ones that adapt quickly and deliver to consumers before their competition beats them to it. My son, and others in his generation, navigate technology to my bewildered amazement.

He toggles from Snapchat to YouTube to Netflix sometimes consuming all three at once across multiple devices. He can find whatever products he wants, in real time, and have it delivered the same day. The ability to consume right now, though astonishing to me, is commonplace to him.

But my son is product of the 2000’s. Born in the new century and exposed early to digital and ecommerce, he is comfortable with technology as a pillar in his life. Most marketers are like myself, however, born into a world before the remote control was standard and mobile phones were necessities.

Australia: QMS Media revenue climbs more than 50%

Fast growing outdoor company QMS Media has reported a year-on-year revenue increase of 51%, to $168.64m. Earnings before interest, tax, depreciation and amortisation (EBITDA), climbed 40% to $37.5m.

Barclay Nettlefold, QMS Chief Executive, said the “record performance” was due to “relentless focus” on digital out of home growth, and contribution from New Zealand and Sports acquisitions. “In the last two years, we have successfully executed on our growth agenda, tripling our portfolio of premium landmark digital sites and extending our geographic footprint in key markets,” Nettlefold said.

Australia: Hold the phone, the ad is right in front of me and it’s life-size

The needs of the masses have shifted and there is now an clear understanding that readers and consumers are time poor, resulting in media and advertising groups been more determined than ever to facilitate quick and easy messaging to audiences to ensure they are been heard.

Going hand-in-hand with these trends have been technological developments that enable this new era of engagement. The key difference now is capturing the time poor consumer’s attention and keeping them engaged for an optimum period of time rather than a long time. Companies can take advantage of this new inclination by creating content suitable quickly captures attention.

Out of Home encompasses advertising in billboards, street furniture, transport and retail in both digital and static formats. It is a media channel that engages with consumers in a split second to read or interact with OOH.

South Africa: Delivering a burning message with optimal creativity

OOH CASE STUDY: Johannesburg commuters driving along Barry Hertzog and Empire Road may have been shocked this past week to see a billboard on fire. While this was the perception created, the smoke was actually part of a British American Tobacco South Africa (BATSA) campaign highlighting the dangers of illegal cigarettes. Michael Bratt spoke to Outdoor Network, whose structure the advert was placed on, and Joe Public, the creative agency behind the marketing campaign, to find out more.

A part of BATSA’s broader ‘Keep It 100’ campaign, the tagline for this advert, ‘Smoking illegal cigarettes burns homes’ has a dual meaning. It can be taken literally but also implies that households will be affected because illegal cigarette manufacturers do not pay taxes and therefore stunt social development. The aim of the campaign is to alert consumers to the fact that smoking illegal cigarettes can have dire consequences for both families and the country as a whole.

South Africa: Surf and the power of OOH

The Surf’s 'School of Shine' CV campaign, which was released in May, screened the CVs of several women who have gone through the Surf 'school', displaying these on digital billboards at traffic intersections over three days.

The team at Primedia Outdoor uses sources to provide insights as to how the campaign used OOH in a personalised way to mobilise social media. According to Liquorice’s Maciek Dubla and Will Talbot, the commercial aim of the campaign was 'to create national talkability by combining the activity of the billboard with a partnership with two local bloggers, Zanele Mondi and Lerato Kgamanyane, and Bona and People magazine’s Twitter profiles'.

"Overall, we had a great response to the campaign, but specifically the idea," says Dubla. "People connected with what we wanted to achieve, and were willing to spread the message, giving these women even more of a stage to shine." #SurfShine garnered 2 698 395 Twitter impressions, social reach of 426 277, social engagement of 2.73% (KPI: 1%-3%) and 275 unique tweets, as well as online press coverage.

India: Ads in south Delhi markets to go ‘legal’

While cracking down on illegal hoardings, South Delhi Municipal Corporation does not want to lose out on income from outdoor advertisements. It has come up with a good compromise. The civic body will sell advertisement rights in eight popular markets, including Lajpat Nagar, Greater Kailash I and II, Nehru Place, Defence Colony and Janakpuri.

This also means that the look of the markets will undergo a massive change.

India: Yusuf Merchant, Adil Khan joining DDB MudraMax-OOH

Yusuf Merchant has been appointed as Vice President, DDB MudraMax-OOH and Adil Khan has been appointed as Associate Vice President, DDB MudraMax-OOH.

Merchant will be based at Mudra House, Mumbai, and Khan at Gurugram. Merchant will report to Sanjay Shukla, President, DDB MudraMax (OOH & Experiential) while Khan will report to Merchant. An erstwhile Associate Vice-President with Kinetic Worldwide, Merchant joins DDB MudraMax with an experience of nearly two decades. He has been associated with the Indian outdoor fraternity at multiple levels. He has also been associated with Madison World and Rediffusion Y&R.

Brands he has worked on include Castrol, Vodafone, HSBC, Idea, Kotak, Levis, Marico, Mondelez, Muthoot FinCorp and Volkswagen. In his career of over a decade, Adil Khan has been largely associated with Kinetic Worldwide; where he successfully handled a rich bundle of brands such as Lufthansa, Google, Ford, Amex and HTC. He has also worked with Clear Channel Communication and Katha Mediatix.

Source

FEPE OOH News 31st August 2017