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Outdoor Media Centre appoints Tim Lumb as Insight and Effectiveness Director

The Outdoor Media Centre (OMC) has announced the appointment of Tim Lumb as the marketing body’s first Insight & Effectiveness Director. As part of the new team that’s helping to reinvigorate the OMC, Lumb, Microsoft Advertising’s former UK Research Manager, will be ensuring that insight and effectiveness are central to the planning of Out Of Home (OOH) campaigns.
Lumb’s appointment follows the recent announcement that the OMC is collaborating with the IPA Outdoor Group to launch a pioneering series of OOH Forums for the industry – the first being to demonstrate the effectiveness of OOH advertising.
With over 15 years’ experience, Lumb has an extensive background in consumer and advertising research having worked at EMAP as a Senior Researcher. He then joined Microsoft Advertising where, for the past five years, he led the company’s UK thought leadership and advertising effectiveness programme. At the 2014 IAB European Research Awards, his research into UK families won the Best Consumer Attitudes and Behaviour Study category.
Commenting on the appointment, Alan Brydon, CEO of the Outdoor Media Centre said:  “This is a golden age for Out Of Home advertising and insight will play a fundamental role in demonstrating the power and effectiveness of the medium. Tim’s extensive experience at Microsoft will be invaluable in helping us drive this and we are thrilled to welcome him to the team.”
Tim Lumb, Insight & Effectiveness Director of the Outdoor Media Centre added: “Right now, Out Of Home is in a hugely exciting era with the amazing possibilities that mobile tech and data bring to such a creatively rich medium.”
 

The Outdoor Media Centre appoints PR and brand consultancy agencies.

The Outdoor Media Centre (OMC) has appointed award-winning public relations agency MWWPR for media relations and strategic communications support along with brand consultancy Goosebumps.
The appointments mark the OMC’s ambition to invigorate the marketing body and work towards its vision of further highlighting the power and effectiveness of Out Of Home (OOH) advertising.

Commenting on the appointments, Alan Brydon, CEO of The Outdoor Media Centre, said: “Out Of Home has arrived at one of the most exciting stages in its history and over the next 12 months we’ll be introducing numerous changes and initiatives so that we work more collaboratively with media agencies, specialists and advertisers. We have appointed MWWPR and Goosebumps to support the OMC on this journey as we look to celebrate and share the benefits and innovative opportunities that Out Of Home delivers.”

 Anna-Liisa Goshawk, Senior Account Director, MWWPR, said: “PR is going to play an important role in helping the OMC achieve its goals. There is a powerful story to be told about Out Of Home advertising and the marketing body has a very clear vision for where it is going. We are excited to be a part of their new journey.”

Simon Cotterrell, strategic partner, Goosebumps Brand Consultancy, added:“We look forward to working with the OMC on their brand strategy in order to help the team further demonstrate the power and effectiveness of the Out Of Home medium.”

 MWWPR and Goosebumps will be working directly with Mark Craze, Chairman of the OMC, who began his role in January 2015, and Alan Brydon who will be the marketing body’s new Chief Executive from 18th May.

The Outdoor Media centre Collaborates with the IPA to launch OOH forums

The Outdoor Media Centre (OMC) and the IPA Outdoor Group have formed an alliance to launch a new, pioneering series of Out Of Home (OOH) Forums for the industry. This first time collaboration signifies the OMC’s ambition to work in close partnership with key stakeholders to further highlight the power of OOH.

The Forums will explore the many benefits of the medium, with the first Forum set to focus on demonstrating the effectiveness of OOH advertising. The overall aim is to produce new research and insights that further unlock the unique value of OOH for Advertisers and Agencies alike.
 
Mark Craze, Chairman of The Outdoor Media Centre, said:
“Out Of Home is one of the most innovative, engaging and influential forms of advertising and we are delighted to be at the forefront of such a ground-breaking initiative with the IPA Outdoor Group.By working on these joint initiatives we will be able to deliver compelling new research that further demonstrates Out of Home’s effectiveness as well as celebrate and share the benefits and innovative opportunities that it provides.”
 Gill Reid, Joint Chair of the IPA Outdoor Group added:
“Out of Home has enjoyed spectacular growth over the years and we are keen to help continue this momentum. Through this collaboration with the OMC we are confident that the Forums will enable us to inspire and share ideas about the future of Out Of Home and further highlight the medium’s power.”

JCDecaux step down from the Outdoor Media Centre

Although JCDecaux will not be part of the OMC it will continue to partner with the wider industry on initiatives such as Route, the audience measurement platform.
As one of the four council members JCDecaux has played a leading role in the body, which was called the Outdoor Advertising Association until a rebrand in 2011.
JCDecaux’s former chief executive of the UK, Northern Europe and Australia Jeremy Male was the OMC’s chair until he moved to the US to become the chief executive of CBS Outdoor.
Naren Patel, who replaced Male as chairman of the OMC and is the chief executive of Primesight said: “JCDecaux has been pivotal in building the momentum of out of home in the UK and we are sad and surprised that they have decided to leave the OMC as the industry is poised for significant growth as result of the investment in digital screens.
“The door will always remain open for them to return”.
“The out of home industry is emerging as one of the most innovative, engaging and influential forms of advertising.
“On the back of huge investment, new technology and audience quality, out of home has enjoyed spectacular growth over the last ten years, and is now passing the billion pound mark in ad revenue.
In October the industry hired Mark Craze to conducted a review of the OMC’s remit, ahead of the departure of the chief executive, Mike Baker.
The Lighthouse Company is in the process of recruiting a new chief executive and chairman.
Via: Mediaweek
Annie Rickard, chief executive, Posterscope tells Campaign that JCDecaux’s withdrawal from the Outdoor Media Centre is a surprising turn of events
 
 About the Outdoor Media Centre
According to WARC/Ad Association, outdoor represents 9.8% of total display. This is up from 8.6% in year 2000. WARC predicts outdoor will surpass £1bn in 2014.
 The OMC was launched in 2011. It consists of 3 Council members, 7 Board members and 24 Associates.
Naren Patel, CEO of Primesight, was elected Chairman of the OMC in October 2013.
The OMC markets the outdoor medium to advertisers and their agencies, using regular events, training, category argument, newsletters and case studies. It also lobbies central and local government.
The new Outdoor audience measurement system, Route, was launched in February 2013.

Digital Billboards Helped Recover Over 220 Missing People in a UK Scheme Backed by Kate McCann

The Outdoor Media Centre and charity ‘Missing People’ have reported that a digital billboard ad operation has helped recover 220 missing people in the UK.
The scheme, which is backed by Kate McCann – mother of missing child Madeline – regularly publicises the name and images of missing people free of charge. The Outdoor Media Centre fills unused and brand-donated ad inventory with the appeals.
The ads are broadcast directly to the location where the individual originally went missing. Creative for the campaign, and the use of OpenLoop, a campaign management platform, was donated by Grand Visual.
Kate McCann said: “When your child is missing, you want the whole world to stop and join the search. Thanks to the Outdoor Media Centre and its members, so many families missing a loved one have benefited from this unique opportunity to appeal for them”.
Via: The Drum

Outdoor Advertising Can be a Force for Good Argues Outdoor Media Centre Chief Mike Baker

Outdoor advertising can be used as a force for good having improved its standing as a communications platform in recent years, the chief executive of the Outdoor Media Centre (OMC) Mike Baker has claimed.
Speaking to The Drum Baker discussed how outdoor media can be used as a force for good and opened up on the undertakings and partnerships it has formed in order to improve its reputation in recent years, where he said that it had fallen from becoming the second most complained about media to fifth.
Baker spoke about Government messaging and how it is used to inform the public on health messaging around responsible drinking and safe sex, the organisation’s charter that prohibits outdoor media sites from being located within the vicinity of schools and how it has worked with the ASA to improve messaging standards.
“People see it as a source for good and a source of information and entertainment. Broadly they are very happy to pass billboards and to edit the experience that they get themselves from the messaging that they see displayed on those advertising sites,” stated Baker on the positivity that outdoor media can now claim to generate.
The Outdoor Media Centre will headline partner this year’s Creative Out of Home Awards, which will take place on 26 November in London. Other sponsors include Primesight, BlowUp Media, Ubiquitous, KBH on Train Media, VeriFone and Rapport.
Via: The Drum

Why Advertisers are so Keen to get Outdoors

Outdoor advertising is in rude health and its digital revenues are up 30% year on year. So what’s behind the success, and what innovations can we expect to see in the future? Newsline asked Mike Baker, CEO of the Outdoor Media Centre, to explain…
Outdoor media – it’s easy to see the appeal on a day like today – blazing sunshine driving everyone out into the open air to top up the tans acquired on recent holidays. Too many tourists as always but what can you do? It’s all good.
The Vitamin D analogy first developed in our Power of 5 piece Sunshine and Propaganda still holds true. Vitamin D keeps us all looking and feeling good, with colour in our cheeks and a skip in our stride. In the same way, outdoor advertising is the Vitamin D for brands, keeping them in the public eye, reminding us all of the brands’ vitality and presence.
Brands in our public space are healthy, visible, reaching out to us, “mentally available”. Brands that are not “out there” in the real world are pale and wan, out of sight and out of mind.
That was certainly the sponsors’ belief during 2012’s outdoortastic Olympic Games, and the same view seems to have prevailed in Scotland this summer at the Commonwealth Games in Glasgow. Reports from on the ground suggest a busy outdoor media landscape, including large and small format banners, airport welcome signage, wrapped buses and lively roadside activity. All this and more drove outdoor to healthy growth of 6.4% year on year in Q2.
More good news this summer came from Cannes Outdoor Lions, where the UK’s poster industry thrived, winning 18 creative awards. Cannes underlined the health of the medium worldwide, with outdoor being the sole traditional medium with more entries than last year, a rather impressive 5,660 in total.
It wasn’t just pretty pictures either – in the Cannes Effectiveness Lions Awards 2014, out of home had a spectacular showing, featuring in 44% of campaign entries and no less than 92% of shortlisted entries. In that respect, outdoor was second only to social media, which featured in every single shortlisted entry. For reference, newspapers and telly both featured in 58% of the shortlisted campaigns. The commentary suggested, “Outdoor seems to be increasingly a strategic choice for lower budget campaigns and may be a way to quickly achieve mass coverage in markets where television audiences have become fragmented.”
So what are the driving forces behind the growth? First, the sheer weight of advertisers using some form of outdoor in their media mix. According to Nielsen, 96 of the top 100 UK advertisers are finding a place for outdoor in their brand communications.
The profile of that broad advertiser base expands and evolves over time, so for example both Asda and Morrison’s featured in our top 10 spenders list, according to Nielsen this past quarter. That’s the first time I can remember two supermarket groups being in the top ten. I hope it’s starting a trend, since retail is a huge category for us to develop further.
Secondly, the extraordinary level of investment by outdoor media owners keeps providing a stream of high quality opportunities for advertisers. I estimate £50m has been spent on new advertising equipment each year for the last five years, and this year is no different.
The sheer investment is tangible evidence of media owners’ confidence in outdoor’s future. And again, there’s evolutionary change in what is being offered. At the turn of the millennium, there were some 35,000 roadside billboards of various hues in the UK. Nowadays there are fewer than 20,000, as the media owners consolidate, cull poor sites, and drive for quality rather than quantity.
Digital revenues, up a staggering 30% this quarter, lie at the heart of that development, and two thirds of the OMC’s 35 members now have some digital in their offering. More than ten companies are solely or primarily digital, and the race is on to provide a compelling national footprint, expanding outside the capital. This proposition underlies, I’m sure, Ocean Outdoor’s recent move to acquire Birmingham outdoor company Signature.
With all the investment in plant, the industry is truly changing the urban landscape, creating iconic structures and placing unmissable signage in key locations. That new signage creates new urban fabric and adds an aesthetic wow factor to the skyline. It also changes the media landscape, empowering brands to connect with people in ways that were not possible even five years ago.
Ad signage now sits seamlessly alongside directional signage rather than clashing with it, contributing positively to the ambience, and encouraging travellers and shoppers to interact in railway stations, retail malls, airports and subways. Those ad structures are nowadays very much part of the concept from the drawing board stage, as video interviews with franchise partners as diverse as TfL, Land Securities, Gatwick Airport, and Westfield Shopping Centres have confirmed.
All this digital inventory can now be harnessed at scale by advertisers for single one-shot activity. There’s no better example than the Missing People charity, who have found 200 people as a direct result of their appearing on digital signage – some of the missing phoning in personally after seeing an appeal in their area with their name and photo.
It’s a good example of showcasing what’s possible when the industry works together to deliver a real and tangible benefit. Another recent example was the coordinated “Lights Out” campaign on digital signage which commemorated the centenary of World War One on 4 August. At six hours’ notice, a dozen digital media owners mobilised to carry the campaign – the type of collaboration I’m sure we’ll see much more of in future as advertisers get wise to the short-term opportunities which digital OOH now offers.
It’s true we are still some way short of real time programmatic buying, but the outdoor equivalents are wide-ranging, as innovative media planners continue to demonstrate. Pre-planned campaigns with ready-made copy wait to be triggered by a passing car of a particular marque (Mini), an NFC engagement (Despicable Me) or touchscreen (Fosters Smart Casual). Such triggers can include sports scores (Panasonic), train destinations (Eurostar), hyperlocal search (Google Outside), temperature (McCains), local recruitment (Reed) and many more.
There are three final factors which give us positive feelings for a bright future in out of home. The first is the ever growing audience – its sweet spot being young, urban, mobile, affluent, connected – now accessible through a range of smart tools such as Route.
This light TV viewing audience makes an excellent counterweight to other media, offering incremental reach and frequency, and a balancing of impacts in key demographic groups. Outdoor delivers a quality national audience of massive scale.
Secondly there’s the context in which the ad is delivered – the active space, we call it, and the more we find out about this space, the more convincing the evidence becomes. It’s not just contextual relevance, time, and proximity, although these are important too. We now know from skin conductivity research this year that people are 33% more alert out of home than when indoors at home.
Intercept interviews in the UK’s streets also tell us that seven out of 10 people you reach out of home are in active purchase mode – they are actually out there with the purpose of buying something, so you are catching them in exactly the right mindset.
And finally there’s the visual branding opportunity, because outdoor creates impressions that last: sumptuous large scale creative imagery which has a way of burning itself into our memories, and which we can access subsequently at physical or online point of sale.
The visual sense is our strongest sense by far, using more bandwidth than all the other sense put together, and outdoor harnesses that bandwidth. According to media planning guru Les Binet of adamandeveDDB (“The Long and the Short of it”), the branding effects of outdoor are on a par with the branding effects of television. Who are we to argue with that?
Via: MediaTel

OOH Q2 Revenues Announced

OUTDOOR GROWS 6.4% TO £258.8M IN Q2

DIGITAL UP 30% TO £68.3M, THE BIGGEST EVER QUARTERLY FIGURE

NINE QUARTERS OF THE LAST ELEVEN HAVE SHOWN GROWTH

The Outdoor Media Centre (OMC), the trade body for outdoor media owners, today announces total revenues for April to June 2014. For the quarter, the headline total reported across all outdoor is £258.8m, which represents an increase of 6.4% year on year, and is the fourth biggest quarter ever recorded for outdoor. Digital revenues amounted to £68.3m, up 30% year on year, the biggest quarterly digital revenue ever recorded for outdoor. Digital accounted for 26% of the total.
Mike Baker, CEO of the Outdoor Media Centre comments:
“It’s been a good quarter, with transport and digital driving growth. We have now seen growth in nine of the last eleven quarters. Digital growth is on the march again, reflecting the continued confident investment by media owners into new plant. And advertisers are increasingly viewing the active space of outdoor as an indispensable part of their marketing mix. Outdoor brings them the three virtues of a large quality audience, powerful visual branding, and a choice of relevant contexts. Retail growth has been particularly strong, with two supermarkets in the top ten spenders for the first time. ”According to Nielsen, categories which spent significantly more in the quarter on outdoor than last year include Media, Government, Property, Retail, and Travel and Transport. The top 10 advertisers in the quarter were (alpha order) Asda, British Sky Broadcasting, EE, Heineken, KFC, Molson Coors, TalkTalk, Unilever, Warner Bros and William Morrison.

Out of Home Adspend Forecast to Exceed £1bn in 2014

In the final part of MediaTel’s series looking in detail at the latest UK adspend forecasts, Suzy Young, data and journals director at Warc, exmaines how new digital technology is accelerating growth for the out of home sector.
In Q1 2014, out of home advertising expenditure dipped 2.2% compared with the same period a year ago, according to the latest data released in the Advertising Association/Warc Expenditure Report this week. But this is expected to be just a temporary blip, and Warc forecast consistent growth throughout the rest of the year and into 2015.
Warc predict annual growth in the out of home sector of 2.7% in 2014, reaching a total of £1,017m. This is the first time the sector will have surpassed the £1bn mark. The pace of annual growth is expected to accelerate to 5.9% in 2015, or £1,077m.
In recent years the out of home sector has performed consistently well, recording year-on-year growth in all but four of the last 31 years, with these dips occurring in line with the total ad market, following economic recessions and the dotcom crash in 2001.
1
Note: Outdoor Media Centre; AA/Warc. Source: AA/Warc Expenditure Report.
The London Olympics in 2012 provided a significant boost to out of home ads in particular, with spend rising 25.4% year-on-year in Q3 2012 and helping the annual total increase by a strong 9.5%.
According to YouGov research, 62% of visitors to the Games were aware of outdoor advertising related to the event. Consequently, the AA/Warc had initially forecast a drop in adspend for 2013 given the lack of a similar event, but out of home maintained its upward trajectory to register growth of 2.0%.
One of the key reasons for this success is the sector’s rapid adoption of new digital technology. As the chart shows, digital’s share of total out of home advertising expenditure has grown significantly over the last 11 years – when the traditional vs. digital formats were first tracked. Digital adspend has grown from a 1.4% share of adspend in 2003 to a 21.6% share in 2013.
Mike Baker, CEO at the Outdoor Media Centre, said: “In 2013, outdoor beat expectations, growing 2% over the spectacular Olympic year. What’s behind the continued growth? Digital is the main driver, with consistent investment by media owners into high profile sites such as Clear Channel’s Storm panels on Cromwell Road and Outdoor Plus’ Vauxhall Cross.
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Note: Outdoor Media Centre; AA/Warc. Source: AA/Warc Expenditure Report.
“Importantly, the footprint of digital has expanded geographically, including JCDecaux’s Trinity Leeds, Mediaco’s Citylive sites in Manchester, as well as new sites in Newcastle (Ocean), Birmingham (Signature) and Glasgow (Forrest) and Cardiff (blowUP).
“Advertisers continue to find a place for outdoor on their schedules, and the number of million-pound clients now stands at 159. Route, our audience measurement system, now covers just about all the environments.”
According to the Route research carried out by the Outdoor Media Centre (and also published in topline form as part of the Expenditure Report), roadside panels accounted for 28.4% of all out of home panels monitored in March this year (372,818 panels). The next biggest formats were tube carriage interiors at 24.4% and bus panels at 18.1%, as detailed in the chart below.
3
Source: Route, Outdoor Media Centre; AA/Warc.
Via: MediaTel

LoveContent 2014 – Digital OOH Creative Awards Announced

Creative showcase for the digital out-of-home industry, LoveContent has announced its 2014 Showcase & Awards program. Sponsored by Spafax and working in association with the Outdoor Media Centre, the LoveContent team are calling for campaign submissions from creative agencies, digital network owners, outdoor planners and DOOH advertisers across 7 award categories.
For 2014, LoveContent will be seeking contenders for the most innovative campaign idea; the best creative use of a digital site, the best branded creative; and the overall best or most ambitious digital campaign of the year. We are also pleased to be introducing some new categories; sales team of the year; the planning award and the pitch of the year award.
Launched in 2011, LoveContent has become a unique reference point for the fast developing digital out-of-home industry. Its online archive has over 200 examples of creative campaign work that demonstrate not only the fantastic opportunity digital out-of-home offers, but how quickly the reach and technical capabilities of the medium are maturing.
Niall mcBain, CEO of headline sponsor Spafax explains:
‘Growing at more than 20% a year, the UK DOOH industry has seen remarkable investment in digital infrastructure over the past few years – with high quality screen installations transforming our roadsides, shopping malls, transport hubs and stadiums up and down the country. These new digital canvases provide an incredible technical and creative opportunity for those brands brave enough to embrace it. The LoveContent Awards are all about acknowledging the organisations that are really pushing the boundaries and driving this medium forward to ever greater heights’.
The website at www.lovecontent.org will be open for submission on Monday 7th July and the first round of judging will take place by the middle of September. For 2014, judging is open to all members of the DOOH Industry organisation ‘The Screen’ and to any attendees of their thought-leadership briefing events over the last 12 months. Final adjudication will be overseen by a small panel of industry commentators under the watchful eye of Mike Baker, CEO of the Outdoor Media Centre, before a special Awards ceremony to be held at The Charlotte Street Hotel, London on November 4th.
For more information or to submit entries, please contact:
Lisa Goldstein at The Screen: M: +44 (0) 7952 407 974 E:  lisa.goldstein@thescreen.org.uk or visit www.lovecontent.org