Category Archives: International

People love Instagramming billboards–and it’s great for advertisers

It just takes one. One billboard, in one city, with a message can travel the globe in an instant. Remember Deadpool‘s Valentine’s Day magic? 20th Century Fox made a single gag billboard positioning the superhero action flick as a romantic love story, and it went around the world as soon as star Ryan Reynolds posted it to Instagram.

Back in April, Spotify turned one New York City subway stop into a worldwide art exhibition when it transformed the Broadway-Lafayette station into a David Bowie tribute, tying into the David Bowie Is exhibit at The Brooklyn Museum.

According to Spotify, it reached more 50 million people on social channels–with no paid amplification.

Both are examples of the influence Instagram is having on both the placement and creative strategy of outdoor advertising.

As digital advertising’s path to prominence began a decade ago, more traditional ad forms like TV, radio, print, and outdoor saw their cultural relevance deflate, both in attention and the shift in ad budget allocation. But as they realized that our attention wasn’t stuck to one device or another, but constantly moving between media, brand and ad began to more effectively create work that complements itself across different platforms. With social media’s meteoric rise, the opportunity to use outdoor space to attract not only eyeballs but active engagement–like posting photos of billboards, posters, wall murals, digital installations, and more–became clear.

FIVE INDUSTRY TRADE GROUPS COLLABORATE TO CREATE COMPREHENSIVE DOOH BEST PRACTICES

A comprehensive compilation of best practices for digital out of home (DOOH) media has been published by five leading industry trade groups. DOOH Best Practices is a collaborative joint venture between the Digital Place Based Advertising Association (DPAA), Digital Signage Federation (DSF), Interactive Advertising Bureau (IAB), Geopath, and Out of Home Advertising Association of America (OAAA). Half of the project funding was provided by the Foundation for Outdoor Advertising Research and Education (FOARE).

The organizations collaborated for over a year to produce a definitive set of best practices to serve as a guide and reference for the advertising community. Input from all groups was compiled and curated by THE rAVe Agency, a creative agency chosen for its extensive experience in the digital signage and audiovisual market as well as in B2B advertising and marketing.

The five trade organizations had previously provided best practices for DOOH independently but recognizing the need for consistency across the DOOH ecosystem. The groups came together to work on the uniform guidance being released today which not only encompasses material from the different organizations’ earlier efforts, but also includes recommendations that they developed collectively.

Gary Kayye, founder of THE rAVe Agency and assistant professor at the University of North Carolina School of Media and Journalism, said, “The DOOH market has seen tremendous growth in the last decade, but there’s still so much potential for more. It’s critical that all the players in the market be using the same language, and have technology that’s interoperable, which will make it easier for advertisers and agencies who want to buy ads on a large-scale basis find, buy and utilize available DOOH ad inventory more easily. This project is the result of five organizations in the DOOH and digital signage markets, with thousands of member companies, putting their resources together in an unprecedented way for the good of the entire industry.”

FEPE International announces 2019 Awards – Nominations now open

Nominations are now open for FEPE International’s 5th Annual Awards to be presented at its Annual congress in Dubai from May 1-3. The Awards will be presented at the Gala Dinner on May 2.   .

2019 will see the second year of FEPE’s Rising Star Awards for someone under 30 who has made an outstanding contribution to the Out of Home industry. Nominated individuals should be directly employed in the OOH industry, working for a media owner, specialist or technology company.

The inaugural Rising Star Awards went to Tess Phillips of Australia’s OMA and Stephanie Gutnik of Broadsign.

As in previous years there will be Awards for Lifetime Achievement, Leadership and outstanding Creative Achievement. The latter are divided into two categories: Classic and Digital.

The Classic award went to music streaming company Spotify for its US campaign featuring a number of alternative playlists, produced in-house. The Digital award went to Japan National Tourism Organisation for a campaign from Enjin Tokyo who worked with Clear Channel France to show the full potential of the digital Out of Home medium, realised with flair and technical ingenuity.

In 2018 the Lifetime Achievement Award went to the late Dennis Sullivan, who played a leading role in the formation of the UK’s first specialist OOH planning and buying specialist Portland Outdoor.

The Leadership Award went to Naren Patel, CEO of UK OOH owner Primesight, for his outstanding work over many years in helping to lead the OOH industry into a new and exciting future while the Technical Achievement Award was won by Daktronics for its outstanding work on London’s iconic Piccadilly Lights digital display.

FEPE International Executive Director John Ellery says: “The FEPE International Awards are now established as the blue riband for the international Out of Home industry and we are expecting more nominations than ever for 2019.

“Our aim is always to celebrate the best of Out of Home: the leaders who have made the industry the global force it is today and the very best creative work in both Classic and Digital.

“They are the corner stone of our annual Gala event (on May 2 in 2019) and play an important part in bringing the worldwide OOH industry together.”

Nominations can be made by any FEPE Member or recognised National OOH Association. Closing Date for all Nominations is March 1st 2019. For a nominations form go to www.fepe.com  For further details contact Richard Saturley richard@fepe.com

 

The Digital Out-of-Home Industry Is Reaching a Programmatic Tipping Point, Execs Say

Digital advertising is bleeding into the physical world in more ways than ever before, but nascent out-of-home ad technology still has a ways to go before it reaches it’s true potential.

Digital advertising is bleeding into the physical world in more ways than ever before, but nascent out-of-home ad technology still has a ways to go before it reaches it’s true potential.

That was the sense among marketers, startup execs and old-guard OOH media vendors at the Digital Place Based Advertising Association’s Video Everywhere Summit this week, among displays touting emotion-tracking facial recognition tech, targeted billboards and other emerging tech that is transforming the space.

Emarketer estimates that digital currently accounts for about 23 percent of all OOH spending, but its share is projected to continue growing steadily in the next few years. While automation of the sales process is still in its infancy, the portion of that money that goes to OOH media sold programmatically is also expected to inch upward.

But as that happens, the industry will have to grapple with how to standardize attribution metrics, consolidate disparate marketplaces and grapple with consumer privacy concerns, industry professionals say.

Adweek spoke with five digital OOH execs about their predictions for the space in the next few years.

Click to read further

The Digital Out-of-Home Industry Is Reaching a Programmatic Tipping Point, Execs Say

JCDECAUX DRAW THE CURTAIN ON ‘THE KENSINGTON’

JCDecaux has commissioned the globally renowned Zaha Hadid Design to create a landmark advertisingstructure in London. The billboard integrates public art, contemporary design, and digital media.

Unveiled today, The Kensington provides brands with a unique communications’ channel in the capital. The channel combines the latest in digital screen technology with a spectacular, curved double-ribbon stainless steel design.

The first billboard by Zaha Hadid Design, The Kensington is a curvilinear ribbon of matte steel, framing a curved digital screen. The billboard is located on West Cromwell Road – the key route linking central London and Heathrow Airport.

“We’re delighted to have Audi and Coty as our first brand partners, using this powerful new platform as part of their launch strategy for the Audi Q8 and CK Women. Design is at the heart of JCDecaux’s DNA, and we are proud to have worked in partnership with Zaha Hadid Design to bring this exceptional vision for a contemporary advertising structure to London.

“This project underlines how JCDecaux works with the world’s leading designers to transform cityscapes for the benefit of the public and advertising clients. We would like to pay tribute to Zaha Hadid’s commitment to design excellence and to her team for bringing our joint vision to fruition and to thank our launch partners for their commitment to this unique new advertising structure.”

WORLDS LARGEST BILLBOARD

It’s been a big year for Ford, in more ways than one! In February, the vehicle company unveiled a record-breaking billboard in Madrid, Spain. The installation featured an advertisement for the new Ford EcoSport SUV, but that wasn’t what made it such a huge deal.

The billboard measured approximately 56,672 square feet square feet, making it the worlds largest billboard.

For one month, the advertisement proudly inspired Madrid with the bold statement, “Life is out there. Are you?”

It was awarded the official Guinness World Record for Worlds Largest Billboard soon after installation. The previous record had been set four years prior, in 2014.

An official Guinness Records judge confirmed the measurements in February and certified the EcoSport installation as the record-holder for worlds largest billboard.

Engineers mounted the billboard on the front of the magnificent Edificio España in Madrid. The building is the eighth tallest in all of Madrid. It accommodated the huge billboard — which was the size equivalent of 20 tennis courts– for most of February. Engineers removed the 4,409-pound billboard at the end of the month. However, all that effort wasn’t wasted. Ford then donated all materials used on the billboard to the Apascovi Foundation.  The foundation is renowned as an employment center for people with disabilities. The center will repurpose all donated materials used in the construction of the worlds largest billboard, giving the achievement a second life.

The decision to design a billboard large enough to sweep the Guinness World Record was inspired by Ford’s famous tagline, “Go Further.” In tandem with the unveiling of their new EcoSport SUV in the European market, Ford decided to take their famed motto literally. The company aimed to “go further” figuratively and literally. In fact, Ford went further than the previous record holder by over 2,000 feet.

Worlds Largest Billboard

 

THE REAL POTENTIAL FOR SMART CITIES AND DIGITAL OOH

I can’t say I’ve been all the enthralled by what I’ve seen so far with smart cities initiatives that involve digital out of home media companies. For the most part, they’re just digital posters with some wifi and maybe some sensors tossed in so the things can be called “smart.”

Those things exist to run ads, and the “smart” thing is largely a veneer to get the ad concession, and for city governments to get free stuff that purports to make their burg seem somehow innovative.

BUT … there’s a lot of potential there, and when you talk to someone who spends all his time thinking about and working on smart city initiatives, you learn there are some good things happening not only with broader smart initiatives, but also with efforts that DO involve media companies.

I wrote a mildly snarky piece recently about this stuff, and Gordon Feller sent me a note suggesting I have a look at a report he did for the Outdoor Advertising Association of America. He’s a longtime Silicon Valley tech exec and founder of Meeting Of The Minds, a non-profit public-private partnership that’s all about creating smarter cities.

We had a frank talk about what’s happened to date, where it really works, and what he sees as the vast potential for smart cities that work with media companies and digital signage technologies.

Alibaba invests $1.43bn in digital screen company Focus Media

Alibaba has acquired a minority stake in Chinese digital advertising company Focus Media for $1.43bn. Alibaba’s investment will give the e-commerce giant a 6.62% share of the Shanghai based business which owns digital advertising screens in 300 Chinese cities and claims to reach 200 million consumers.

The online retailer will also purchase a 10% stake in an entity which controls 23.34% of Focus Media. New Retail Strategic Opportunities Fund, which is described as a “non-consolidated, related party of Alibaba”, will also acquire a 1.37% interest in Focus Media, bringing Alibaba’s total investment to $2.23bn which gives the company a 10.34% stake.

Alibaba said it plans to acquire another 5% interest in Focus Media within the next 12 months, according to Alizila.

Focus Media will use the investment to help it grow its reach to include five million terminals in 500 Chinese cities in a bid to connect with 500 million consumers.

The acquisition aims to further bolster Alibaba’s New Retail strategy, which integrates online and offline retail to create a seamless commerce experience for consumers.

The deal will also enable Alibaba’s digital-marketing platform, Alimama to partner with Focus Media to offer brands new digital channels to promote their products. It will also bolster Alibaba’s consumer analytics tool, Uni Marketing, which enables brands to identify, target, reach and retain their customers across Alibaba’s ecosystem of e-commerce and media sites.

Alibaba and Focus Media will work together to create ‘New Marketing’ which will provide brands with a way to merge offline media, digital marketing and New Retail.

 

Leo Burnett, British Dyslexia Association create a moment of collective dyslexia

To encourage a more dyslexic-friendly society, Leo Burnett London and The British Dyslexia Association are using facial detection technology on Ocean’s DOOH screens to give everyone an idea what it’s like to live with dyslexia.

One in every 10 people in the UK has some level of dyslexia, affecting their memory, personal organisation or literacy, but not their capability to succeed.

To encourage a more dyslexic-friendly society, Leo Burnett London and The British Dyslexia Association are using facial detection technology on Ocean’s DOOH screens to give everyone an idea what it’s like to live with dyslexia.

Created by Leo Burnett London for the Association, ‘A Moment of Dyslexia’ was awarded the Charity first prize in Ocean’s annual digital creative competition which celebrates bold ideas which push the boundaries of DOOH. The campaign runs for two days on July 16 and 17 on The Loop in Birmingham and on Ocean’s Eat Street screen at Westfield London.

Leo Burnett London has created dynamic long form copy for the screens which is triggered by Look Out, Ocean’s audience detection technology. This can measure audience attention time as people stop to read the text.

The longer people look at the screens, the more jumbled the words and letters become, reflecting what it can be like to be dyslexic.

Lewis Beaton, creative at Leo Burnett said: “The BDA and Ocean have both been fantastic to work with. We’re excited to see the work go live and hopeful that we can make people think differently, and nudge employers to find ways to make their workplaces more dyslexia friendly.”

Ocean head of marketing Helen Haines said: “This simple campaign captures perfectly the dynamic capability of digital out of home and how DOOH screens can respond to and engage with people in the moment. On this occasion, the combination of technology and location with long form copy which you don’t normally find on large format screens demonstrates the power of the right message in the right place at the right time.”

OOH is a poster boy for data and digital

 Out-of-home advertising is enjoying a renaissance in many markets, as its newfound versatility, driven by data and digital, demands planners reconsider its role on their media plan, an industry figure says.

In a WARC Best Practice paper, How to plan an effective outdoor campaign, Tony Regan, a partner in Work Research and a founder of Brand Performance, outlines how out-of-home (OOH) is evolving rapidly as digital out-of-home (DOOH) enables new opportunities.

Sometimes described as “the last broadcast medium” targeting people on the move, OOH offers broad and fast national or near-national reach, second only to TV, but advanced measurement techniques now means more specific audiences can also be targeted as well.

Regan highlights the UK’s Route tool – the methodology is being exported to other OOH markets – which enables planners to build campaigns based on the audience characteristics of individual poster sites, creating a shift away from planning and buying standardised packages.

Instead of simply buying ‘ABC1 men’, they can now access audiences such as ‘people who fly long-haul for business’ and via Route’s data source they can access that audience not just at airports but in a wide variety of locations across the city and even in commuter dormitory towns.

And when DOOH is added into the mix, especially smaller format DOOH panels, planners can devise proximity or location-specific activations in conjunction with mobile devices.

“Geo-fenced mobile targeting is now an established technique, but it best extends OOH campaigns where consumers have a high dwell-time and are likely to be active on their smartphones – such as shopping malls, airports and train stations,” Regan advises.

Managing DOOH adds further levels of intricacy to what was already a complex process, but it also allows OOH to evolve from a planned, pre-structured medium to one with greater flexibility, buying media by day-part, for example, or dependent on the weather.

“As digital inventory builds up across formats and locations, planners can give digital OOH a hard-working role on the plan, not just treat it as icing on the cake,” he says.

“Smart planners use digital OOH in shorter bursts to amplify campaigns where volume of impacts is primarily delivered by physical formats.”

The resurgence of OOH is also being helped by new campaign management platforms which are making OOH buying easier, but “the notion of programmatic trading of DOOH across multiple owner inventories remains some way off,” Regan notes.