FEPE International to rebrand as World Out of Home Organization

FEPE International, the global organisation representing Out of Home media owners, national associations, specialist agencies and suppliers to the industry, is to rebrand as the World Out of Home Organization.

 

The move, to reflect the changed nature of the Association from a European-based entity to a genuinely global body, was announced at FEPE International’s 60th Annual congress in Dubai on May 1-3.

 

FEPE International President Tom Goddard says: “It’s fitting that this change is announced at our 60th Annual Congress, a record-breaking event with over 400 delegates from across the world, held outside Europe.

“Moving on from FEPE is like saying goodbye to a much-loved old friend but Out of Home is a truly global and rapidly-changing industry in 2019 and moving from FEPE to the World Out of Home Organization reflects these seismic changes.”

 

FEPE (Federation European Publicite Exterieur) was founded in Paris by French outdoor pioneer Jacques Dauphin 60 years ago and initially comprised the national outdoor advertising federations of France, Germany, Belgium, Finland, Italy and the Netherlands. It now has members (including many national associations) from the US, UK, Australia, Latin America, India and China.

 

The new name, logo and other related visual materials were developed with the help of UK brand consultancy Heavenly.

 

Heavenly CEO Richard Sunderland says: “Heavenly was engaged to help modernise the FEPE brand, ensuring it better reflected the unprecedented level of innovation that is now transforming the Out of Home sector.

 

“The name itself had become an acronym that not many could decode, even among the membership, and one that did not truly reflect the international role the organization now plays.”

 

FEPE International will transform to the World of Out Home Organization over the coming months.

OUTDOOR NETWORK ADDS TWO NEW DIGITAL SITES IN KZN TO GROW FOOTPRINT

Outdoor Network has broadened the scale and reach of its national digital network with the addition of two new rotating digital LED billboard sites in the prestigious town of Ballito on the KwaZulu-Natal north coast.

The two 3m x 6m prestigious digital billboards are located 500 metres apart, with one on the R627 alongside the popular Ballito Lifestyle Centre shopping centre, and a key route leading to and from the upmarket Zimbali Coastal Estate.  The second digital billboard is in close proximity to the local Virgin Active gym and Ballito Junction Regional Mall. Both sites are also a short distance from the N2 highway connecting residents and visitors with King Shaka International Airport, Umhlanga and Durban to the south.

“These are two prime locations, with Ballito no longer just a popular holiday destination,” says Warren Dugmore, Head of Sales: Billboards at Outdoor Network. “It’s now a thriving town on its own and home to around 230,000 residents, with our two new sites both located on a busy route through the main attractions in Ballito.”

Along with the 230,000 residents, Ballito also has a secondary catchment area of approximately 510,000 people, whilst 72.7% of the population have an average household income of R20,000 or more. There’s a sizeable working population (ages 15 – 64) of 66.7% and just under 60% have access to the internet.

Ballito also draws a number of visitors and residents to its beaches and is centrally-located on the north coast, approximately 30 kilometres from the popular Sibaya Casino and Entertainment Kingdom Hotel, and about the same distance from the airport.

“These digital billboards aim to offer advertisers the ability to expose brand messaging to consumers on both their morning and afternoon commute, with dayparting via campaigns tailored specifically to the needs of brands,” says Dugmore. “In this way, they can be optimised for audience delivery, mapping the unique audience profiles throughout the day and by day of week. The creative possibilities are enhanced by creative ad-serving to deliver the right ad to the right customer at the right time and place.”

Digital out of home is proving extremely popular with brands, which, according to the 2017 Peter J. Solomon Company (PJSC) Study and Recall Comparison, has the highest aided or unaided recall rate of all media.

Further to that, a 2017 Nielsen-OAAA OOH Compilation Reportreturned some interesting findings, with 75% of respondents saying they had noticed a digital billboard in the past month, whilst 60% said they had noticed a digital billboard in the past week. Interestingly, over half of the travellers (55%) who noticed a digital billboard in the past month noticed specific messages on the billboard either every time or most of the time they had passed one.

“The benefits of DOOH are numerous, particularly when integrated with mobile, video, social media engagement, and more,” says Dugmore.

DOOH is the future, and these two new Ballito sites keep Outdoor Network current and at the cutting-edge of outdoor advertising, whilst at the same time growing its national footprint and providing brands with the opportunity to better engage with consumers.

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.”

#PrimediaBigLove spreads love with the BIGGEST Valentine’s card!

Primedia Outdoor made Valentine’s Day extra special, by taking over the streets and social media. They invited the public to send Valentine’s Day messages of love to their partners, family, friends and colleagues on Twitter and then have their message automatically showcased on Primedia Outdoor’s urban and mall digital out-of-home holding.

 

People joined in their numbers tweeting their romantic messages using the #PrimediaBigLove hashtag – and their posts were instantly flighted across Primedia Outdoor’s Urban Digital Network after a quick and effective screening process. The Urban Digital Network delivers impressive audience impacts of 2,605,515 with a unique audience reach of 881,303 over a one-week period (ROAD 15/16/17 SM).

 

Jorja Wilkins, Marketing Services Executive of Primedia Outdoor believes that this love filled campaign fired up consumer engagement and interactivity with digital out-of-home, “We wanted to push the envelope with this campaign and demonstrate the power of out-of-home and social media synergy”. She added, “We received over 220 tweets throughout the day, yielding a total of 8 927 organic impressions. In addition to that, radio stations 947 and Talk Radio 702 promoted the campaign during their shows and also across their social media platforms”. According to TrendWiki SA, the #PrimediaBigLove hashtag was one of the trendiest hashtags on Valentine’s Day, trending in the top ten for most of the day and peaking at fourth position.

 

This fully-automated digital campaign showcased the immediacy and interactive capability of digital out-of-home, by linking live social feeds from Twitter to be displayed onto the screens. In essence, this campaign has proven to be highly engaging and has shown how digital out-of-home can be a strategic platform for direct consumer response. Primedia Outdoor is leading the way in the out-of-home industry by harnessing new technologies and showcasing how marketers can leverage the synergy of social media and digital out-of-home.

ALLIANCE MEDIA WINS BEST OOH COMPANY IN NAMIBIA.

Alliance Media Namibia is proud to have been awarded as the overall winner in the OOH (Out of Home) category at the PMR (Professional Management Review) awards. The Alliance Media team scored highest out of all industry players at the ceremony held at the Safari Hotel in Windhoek on 26 February 2019.

The Alliance Media Namibia team has been truly committed to Outdoor and Airport advertising in Namibia, and the award further solidifies Alliance Media’s position as the market leader in OOH in Namibia”  said Greg Benatar, Group Sales Director.

The PMR awards are awarded through an independent survey. The ratings are sourced from top decision makers to identify leaders in all major industries who contribute to economic growth and development.

Alliance Media has been awarded as the best OOH media company in multiple African markets for the past 10 years; 2009 – 2019. In addition, Alliance Media was awarded the “Best Media Owner in Africa” at the recent 2018 South African Media Awards.

Another DA billboard vandalised

Another billboard, another controversy. A second DA billboard has been vandalised in Johannesburg, just hours after being erected. The billboard said: “The ANC has killed the lights affecting 57 million South Africans!”

DA chief whip John Steenhuisen unveiled the billboard on Sunday on the Queen Elizabeth Bridge in downtown Johannesburg, hot on the heels of a week of load-shedding by Eskom, taking aim at the ruling party’s mismanagement of the electricity utility.

But by Monday morning it had been largely destroyed.

Steenhuisen tweeted on Monday: “Can’t keep the lights burning so burn billboards instead? Obviously the truth hurts, the billboard will be up again shortly to keep reminding our citizens that we don’t have an Eskom problem, we have an ANC problem!”

Steenhuisen said on Sunday that the ANC had left Eskom besieged with “corruption, inefficiency, mismanagement and debt”.

“The previous management teams at Eskom have plundered the crippled state-owned entity through pre-paid coal contracts, nepotism, inflated supply contracts and exorbitant consultancy fees with the likes of Mckinsey, Trillian and Tegeta. Furthermore, Eskom executives have consistently rewarded themselves with massive bonuses and salaries. These actions have hollowed out the entity and left it in financial ruin.”

Steenhuisen believed President Cyril Ramaphosa’s proposal to unbundle Eskom into a holding company, with three separate business entities to be owned entirely by the holding company, would fail because each of the three entities would have the same holding board.

Primedia Outdoor supports Sakhumzi Restaurant’s new rebrand campaign

Sakhumzi Restaurant’s rebranding campaign will dominate the streets of Johannesburg with billboards courtesy of Primedia Outdoor.

Sakhumzi Maqubela, CEO of Sakhumzi Restaurant, says, “Our restaurant is more than just a restaurant. It is a community builder, and our brand has to reflect that. We pride ourselves in mentoring aspiring chefs by providing them with a platform at the restaurant to further expand their skills.”

He adds, “Having media powerhouses like Primedia Outdoor to support our mandate helps us to enrich our brand presence and connect with people outside Soweto.”

Since its inception in 2001, Sakhumzi Restaurant’s popularity has grown to become a pitstop for tourists and locals looking to experience authentic South African food and entertainment.

Situated in Vilakazi Street, the venue can cater for up to 2 000 guests for functions such as corporate events, birthday parties, team building, launches and year-end events, to name a few.

The restaurant has created over 700 jobs in Soweto and aims to provide mentorship to neighbouring businesses. The long-term objective of Maqubela and his team is to change the perception that Soweto is a high crime area.

Jorja Wilkins, marketing executive of Primedia Outdoor, says, “Primedia Outdoor is committed to accelerating community upliftment in our society. It is of importance that community initiatives and campaigns are exposed to the public with the intention of building awareness and visibility.”

 

Transit Ads™ implements campaign for PPC Cement

Over the next few months, commuters and pedestrians will be exposed to a wide-spread national PPC Cement Taxi Campaign implemented by leading transit media company Transit Ads™.

PPC is a leading supplier of cement and related products in southern Africa, with 11 cement factories in South Africa, Botswana, DRC, Ethiopia, Rwanda and Zimbabwe. PPC’s capacity is around eleven and a half million tonnes of cement products each year and their mission is to empower people to experience a better quality of life through all their products.

To keep their products top of mind amongst a variety of audiences, PPC Cement commissioned Transit Ads™ to wrap 137 taxis across the country. Of the 137 taxis, 73 have a full wrap and 64 a full back. This OOH marketing strategy is part of a broader campaign by PPC Cement to showcase their different products.

With the opportunity for exposure and engagement provided by this extensive taxi campaign, PPC has access to a huge audience across the country on a daily basis. As such, they have extended the campaign for an additional three months and have added 27 full wraps and 8 full backs to the fleet.

Strategically selected routes

Routes have all been strategically selected ensuring the best opportunity for promotion to PPC Cement’s audience. Transit Ads™ implements extensive and continuous research to ensure that audiences are reached effectively with maximum exposure for the advertiser. Apart from the frequency and visibility along main routes, the messaging is exposed to consumers at taxi ranks and main transit nodes, areas which experience high footfalls and present long dwell times.

Hugh Wilson: Head of Sales at Transit Ads™ explains the effect of taxis as moving billboards: “In terms of creative, taxi wraps offer a great platform for striking visuals, impactful messaging and a call to action. In addition, a diverse range of consumers are exposed to the messaging.”

Minibus taxis remain the dominant form of public transport in South Africa with over 15-million commuter trips taking place daily. For advertisers this means frequency, visibility and high brand recall.