UK: Posterscope share predictions for the OOH landscape in 2018
OOH is reaching a tipping point where data, technology and the OOH infrastructure are able to integrate and connect to deliver more impactful, efficient and effective campaigns for clients than ever before.
Posterscope share their insights on the OOH landscape in 2018.
UK: Blow Up Media make a mark on Edinburgh’s skyline
Visible from Waverley Train Station and Princess Street, the undoubtedly busiest street in Edinburgh, this high impact Giant Poster targets a mass audience who work, do business, shop and explore the city each day.
Edinburgh is a cosmopolitan city, home to luxury boutiques, Michelin starred restaurants and world famous events, such as the Fringe Festival every August and Hogmanay New Year’s Eve celebrations drawing in the crowds to make it the second highest tourist destination in the UK by volume of visitors.
Home to the largest financial district outside of London, there is a valuable and never-ending bustle of activity in the heart of Edinburgh each day – an audience not to overlook.
UK: InLinks pass the 50th site deployment
Primesight has announced over 50 InLinks have now been installed across London, offering advertisers more than 100 premium digital screens.
Since June 2017, users have had access to free ultrafast Wi-Fi, calls to UK mobiles and landlines and charging points through the InLinks.
• More than 21,000 users have signed up for Wi-Fi with over 225,000 sessions to date
• 7,000 GB of data has been used – which roughly equates to a feature film being downloaded 10,000 times
• In total users have spent on average 85 seconds connected to the InLink tablets and engaged in 60,000 tablet sessions
• Since launch, more than 16 brands including Barclays, Bulmers, Virgin Atlantic and Deliveroo have advertised on the InLinks
• Warner Bros and O2 are two of the brands to have booked multiple campaign bursts on the InLinks, including O2’s advertising for Samsung and Apple handsets
• TfL is the first brand to take advantage of the ultrafast free Wi-Fi, encouraging downloads of its new app
Currently installed in London, they occupy key, high footfall locations including Camden High Street, Finchley Road and High Holborn, with installation continuing over the coming months as the digital expansion continues. The latest InLinks have just arrived in Hammersmith & Fulham giving advertisers unrivalled access to highly desirable audiences in one of London’s wealthiest boroughs, around high footfall locations at Hammersmith Broadway, King Street and Shepherd’s Bush Green.
Naren Patel, CEO at Primesight said: “The usage statistics show just how welcome InLinks are to consumers, and advertisers are clearly reaping the benefits of being aligned to this multi-faceted advertising platform. We’re excited to celebrate over 100 InLink digital screens going live and are looking forward to rolling out the next InLinks in key areas of London and beyond.”
UK: Newly launched Westgate Oxford unveils ADI DOOH screens
Oxford’s new premium retail and leisure destination, Westgate Oxford, has invested in two DOOH screens from LED specialists ADI.
Installed before the centre’s official launch on 24 October 2017, the new 6mm screens are strategically positioned to maximise reach for advertisers, with Nespresso, Vauxhall and Goldsmiths amongst the first brands to display content across the new DOOH sites.
The move forms part of Landsec’s strategy to use technology to enhance the guest experience across its portfolio of retail and leisure destinations which includes Trinity Leeds and Bluewater. In Westgate, which Landsec developed with Joint Venture partners, The Crown Estate, this involves a high-speed internet infrastructure across the whole centre and real-time car park capacity tracking on their website to counteract congestion issues through the city’s narrow streets.
Double DOOH Solution
ADI worked directly with BDP Architects to design, manufacture and install the custom 21.6m² and 10.4m² sized screens. Both feature a thin bezel frame and incorporate ADI’s own Virtuality outdoor 6mm product, which was specified due to the high brightness environment and partially open architecture of the venue.
Located on the mid and top levels of the centre, close to anchor stores including John Lewis and Superdry, the portrait displays join 10 other ADI screens within JC Decaux’s M-Vision network, providing dynamic digital advertising platforms in premium malls across the UK.
See the Westgate Oxford screens in action https://www.youtube.com/watch?v=6T0U5x8XfVU
Both LED screens are owned by the venue; like the majority of ADI’s shopping centre and retail clients Westgate Oxford have chosen a model of ownership and investment in order to bring long-term value to their centre and maximise media revenues.
Drew Burrow, ADI’s Business Development Manager says,
“With our ability to create and support completely custom screen solutions - which are always built around each individual venue - we were pleased to be the chosen supplier for Westgate Oxford, having proven the quality of our LED installations at other Landsec sites including Bluewater, Southside and St. Davids.” A market leader in shopping centre installations, ADI have created large format LED screens at 18 centres across the UK and Ireland. The high resolution screens at Westgate Oxford see ADI build on its experience in offering custom and complete solutions in a wide range of retail and leisure locations.
Italy: JCDecaux OneWorld opens an office in Milan and appoints Benedetta Arlati as International Client Manager for Italy
JCDecaux SA has announced the opening of a new JCDecaux OneWorld office in Milan, covering international clients based in Italy.
It is the latest addition to the JCDecaux OneWorld network of offices in London, Paris, New York, Shanghai, San Francisco and Munich. JCDecaux OneWorld provides international sales and marketing support for advertisers and their agencies in more than 75 countries where the Group operates. Benedetta Arlati is managing the launch and development of the Milan office and is appointed International Client Manager for Italy from 28 November 2017.
USA: JCDecaux North America and Neustar partner to bring audience analytics to Out-of-Home media analysis
JCDecaux and Neustar, Inc. today announced a partnership that employs Neustar's customer intelligence and activation solutions for the purposes of providing unprecedented Out-of-Home media analysis based on granular consumer attributes and behaviors. Through the partnership, JCDecaux can tap into Neustar's geographic opportunity analysis to identify areas and activities where out of home communications would be most relevant.
Neustar has access to over 20,000 audience profiles, ranging from psychographic and behavioral to attitudes, preferences, buying patterns, interests and media usage, and more. Neustar combines customer history data with consumer demographics and behavioral data to create audience groups that are unique to a business, channel and product. In addition to using the syndicated profiles available, JCDecaux can create custom audience definitions utilizing any combination of syndicated profiles – including both residential and workplace views – which shine a new light on where specific audiences work and live.
USA: Clear Channel International Appoints Richard Cross as Chief Digital Transformation Officer
Clear Channel International (CCI), has appointed Richard Cross to the newly created role of Chief Digital Transformation Officer (CDTO).
He will be responsible for ensuring that technology and digital innovation are at the forefront of CCI’s ongoing transformation strategy, providing leadership across the business’s 22 international markets in a collaborative effort to fully exploit the disruptive potential of digitally enabled advertising. He will also sit on CCI’s Executive Committee, the company’s senior leadership team.
Richard brings over 30 years IT experience to the role, with 15 years leading innovative and disruptive digital transformation in large corporate organisations. He also has significant experience of leading technology enabled business and IT transformation across a range of industries.
Australia: How Brisbane indie GOA is changing out-of-home sector
With continued speculation about further consolidation in the sector, there is one proud independent that rules much of the Brisbane market. GOA chief executive and joint MD Chris Tyquin told Mediaweek it is not getting any easier up against the network giants.
“We have had a mixed year,” Tyquin said, not sugar-coating the results. “The economy in Brisbane appears to be in different gears. The direct business is a bit softer this year. Agency out of Brisbane has been mixed while business out of state has been quite strong. “The industry is still strong with progressive digitisation.”
Tyquin reckoned digital rollout in Brisbane remains ahead of Sydney and Melbourne after getting a head start.
Australia: Ooh Media and Uni Junkee’s integrated campaign for Contiki increases bookings by 300%
An integrated out-of-home and native content campaign for travel site Contiki by Ooh Media and Uni Junkee has successfully increased bookings by 300%.
The campaign, intended to push Contiki’s 2018 European packages, included customised creative based on time and day on Ooh digital screens across 99 university campuses nationally.
The out-of-home creative was coupled with a three-part native content series on Uni Junkee that was amplified on the panels and via Facebook.
The native content developed by the Uni Junkee team was based around mid-year breaks, money, hacks, bucket lists and experiences. These were published online, amplified on social and republished on Study.
Australia: JCDecaux's Jean-Francois Decaux focused on organic growth, but open to M & A
JCDecaux global chair and co-chief executive Jean-François Decaux is focusing the French outdoor advertiser on organic growth in Australia, targeting the Sydney Airport contract as the company's next big opportunity, but left the door open for acquisitions "further down the road".
Mr Decaux told The Australian Financial Review the local sector has room to consolidate, however he would not comment on speculation JCDecaux would look to acquire APN Outdoor, instead stating his focus was on growing the business organically. "We prefer the organic route," Mr Decaux said.
"But if we can't grow organically, then obviously we look for potential acquisitions. Here, we see room for further organic growth."
Australia: Telstra looks to transform the payphone into a digital advertising and connected community unit
ASX-listed telco partners with JCDecaux to upgrade more than 1800 payphones nationally to turn them into mobile and information hubs Telstra has inked an agreement with out-of-home player, JCDecaux, that will see thousands of payphones across the country become digital advertising screens in the first wide-scale upgrade to the network in 30 years.
The new 15-year contract will see 1800 Telstra payphones across Sydney, Melbourne, Brisbane, Adelaide and Perth – about 11 per cent of the total network - updated with digital advertising screens over the next two years in addition to existing phone call and Telstra Air Wi-Fi network access capabilities.
Ghana: Conference On Out of Home Advertising Held in Accra
A conference on Out of Home Advertising, with a focus on validating a draft policy document to regulate activities of advertising agencies in the Accra Metropolis, has taken place in Accra.
The one-day conference, the first of its kind in Ghana, sought to provide a platform for stakeholders to make valuable inputs into a draft policy guidelines and standards to ensure sanity in the metropolis. It was organized by the Accra Metropolitan Assembly (AMA) in collaboration with the Advertising Association of Ghana (AAG).
Uganda: UNRA Sets Tough Terms for Highway Billboards
Uganda National Roads Authority (Unra) has suspended licensing new billboards along highways until tougher regulations come into force in the near future.
John Ssejjemba, the Unra director for Infrastructure Protection, said: "Part of the road reserves are used for advertising. A few weeks ago we stopped it and we want to regulate this industry." Ssejjemba said most companies doing outdoor advertising place their advertisements with approval from Unra. Ssejjemba said the regulations will come into force soon.
Under the new regulations, those who want to place billboards along trunk roads will now have to pay a fee depending on the size, how busy the road is and for how long the advertisement will be placed.
India: Times OOH wins advertising contracts at India’s Coimbatore and Tiruchirappalli airports
Times OOH has acquired the advertising rights at Coimbatore International and Tiruchirappalli International airports.
The contracts at the two airports in the state of Tamil Nadu in India run for at least ten years. Times OOH has put a total of 60 media units in 10,558sq ft of space at Coimbatore Airport, and 20 units in a total area of 2,460sq ft at Tiruchirappalli Airport. Formats include back-lit, digital screens; scrollers; dropdowns; and front-lit and back-lit hoardings.