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Outdoor Plus sells stake to private equity

Outdoor Plus has sold a large minority stake to Inflexion Private Equity, giving the out-of-home company a war chest for acquisitions and capital investment.
Jonathan Lewis, the founder and managing director of Outdoor Plus, said Inflexion “shares our vision for growth” and he plans to “use their investment to continue to deliver the best sites in the best locations”.
Nigel Sharrocks, a former senior executive at Dentsu Aegis Network, has been appointed as non-executive chairman of Outdoor Plus after Inflexion introduced him.
Lewis has invested heavily in digital in London and sold off most of his company’s traditional billboards in recent years and close to 90% of revenues come from electronic screens such as The One Knightsbridge on the Hyde Park underpass.
Outdoor Plus is thought to be worth more than £50m, based on an estimate of double this year’s revenues. Lewis declined to reveal the value of the sale.
Turnover in its last financial year is estimated to be £25m, based on its most recent accounts that covered a nine-month period.
The shareholder register of Outdoor Plus boasts a number of big names from UK media and a veteran rock star. Phil Georgiadis, chairman of Blue 449, former Havas bosses Marc Mendoza and Mark Craze, and Nick Mason from rock band Pink Floyd all hold small stakes.
It is thought some investors will hold onto their stakes while others plan to sell some or all of their holding.
Simon Turner, managing partner at Inflexion, said: “We are delighted to be recommended to Jonathan and his team as the minority investor of choice, enabling him to find the right investment solution to suit his growth ambitions for Outdoor Plus.
“Inflexion brings strong TMT sector experience to support the business expansion plans [of Outdoor Plus].”
Lewis said Inflexion’s investment made sense partly because the private equity firm has a “knowledge and understanding of the sector”.
Inflexion said it tends to make investments of between £10m and £100m in “high-growth” businesses. Its other investments include media production house Group IMD.
Outdoor Plus is about number six in the UK out of home market behind JCDecaux, Clear Channel, Exterion Media, Ocean Outdoor and Primesight.
All except JCDecaux now have private equity investors, making consolidation in the sector more likely.
Lewis founded Outdoor Plus in 2006. The company claims the UK digital outdoor ad market has been growing at over 25% a year since 2010.
Via: Campaign

Financial Times and Santander 'unlock the full potential of DOOH'

Santander International is the first advertiser to take advantage of the innovative new partnership between the Financial Times and Outdoor Plus, which sees Outdoor Plus split its screens to run live news headlines and images from the Financial Times on one-third of the screen, whilst  simultaneously running advertising from Santander.  The partnership enables both Santander and the FT to reach key City audiences with high-quality content, pulled live from the FT website, delivered in real-time.
The campaign, planned by Posterscope and Carat UK, is scheduled to appear on six of Outdoor Plus’s premium iconic digital screens located on key routes around the City of London, including the City of London Gateway, Canary Wharf Curve, the CEO’s Choice Euston, Vauxhall and the Eye at Holborn.  The campaign will run across a six-week period, and will appear during the morning commuting hours with the aim of reaching the elusive c-suite audience.
The Financial Times news headline & image will change across the 4-hour commuter period as the content is pulled live from the FT’s website. This media first is a great example of how collaboration between brands can result in a truly innovative, informative and useful DOOH campaign.
Grant Branfoot, sales director at Outdoor Plus, said: “Both Santander and the FT understand the value of iconic DOOH to reach their core consumers. This moves the conversation on from real time marketing to right time marketing.  Bringing three brands together like this to deliver of the moment communication highlights the full potential of digital OOH, bringing relevant news to City commuters when they want it most.”

Outdoor Plus appoints Chief Client Officer

11th July 2016: After 2 years, Helen Weisinger, Managing Partner and CMO of HeyHuman has decided to leave the agency to join Outdoor Plus as its Chief Client Officer
Outdoor Plus is one of the market leaders in the Digital Out of Home sector, having achieved a 30% share of London’s premium iconic sector in just 5 years. Helen’s remit will be to get closer to advertisers and their agencies, enabling them to capitalize on the huge new opportunities created by technology, data and creativity.
Helen will report to Jonathan Lewis and sit on the company’s executive board along with Grant Branfoot and the 4 other members of the management team. She will join the company in September 2016.
Helen said: “This is not just a new job but an exciting career shift for me. It’s a really interesting time to get into digital OOH. Unlike any other medium, the great thing is that it can’t be turned off or tuned out and I’m excited about showing off the creative opportunities to clients and agencies. Digital OOH is one of few traditional media that has benefited from advances in technology, mobile & social media and I’m looking forward to working closely with clients & agencies to demonstrate how this can truly enhance communications plans.”

Outdoor Plus Secures ‘The One’ In a Landmark Development For the DOOH Sector

In a major new acquisition for the out of home industry, Outdoor Plus has secured the rights to develop two state of the art digital screens under the prestigious Hyde Park Corner in London.
The One, a brand new development located next to Hyde Park and positioned at either end of the Piccadilly Underpass in Knightsbridge, promises to be a spectacular and exclusive addition to the London digital landscape with the two high definition screens providing access to an enviable upmarket audience in an area of true media scarcity.
Launching in autumn 2016, The One will target London’s most affluent and high profile addresses; Mayfair, Belgravia, St James’ and Knightsbridge.  In addition to London’s AB commuters, The One will deliver a global audience due to the concentration of luxury hotels in the area and the proximity to Harrods, Harvey Nichols and Fortnum & Mason. The two screens will have a fortnightly reach of over 2.1 million.
Since launching the Eye at Holborn in 2011, Outdoor Plus has been committed to developing the very best iconic digital out of home in London and is now market leader in this sector with a 30% share.  The launch of The One is Outdoor Plus’ nineteenth landmark location, providing brands with the most valuable public communications network in London.
The site, designed by Wildstone on behalf of Westminster City Council, will significantly improve the underpass and introduce a new display berth for public art.
Jonathan Lewis, managing director at Outdoor Plus, said: “The development of The One signals another significant investment from Outdoor Plus and we are delighted to be bringing London’s most elite advertising location to market. At a time when advertisers have more media choices than ever, we are excited to be able to offer them a truly unique opportunity to target a highly coveted global audience in the very heart of Central London.”

Outdoor Plus Appointed by BBC Worldwide to Host Interactive Public Vote on Digital Screens

Outdoor Plus broadcasts live Twitter vote on the audience’s favourite BBC drama and comedy characters.
BBC Worldwide has contracted Outdoor Plus to enable an interactive, real-time vote to mark the launch of BBC Store, the new digital service that makes it really easy for audiences to buy and keep and enjoy their favourite BBC programmes. The campaign goes live on 23 November.
The innovative campaign encourages people to vote, using Twitter hashtags, for their favourite BBC characters. The characters will be pitted against each other, with romantic heroes Poldark and Darcy going head to head, and comedy personalities David Brent pitted against Alan Partridge. Outdoor Plus screens will display, in real-time, which characters are winning the Twitter vote.
The digital screens will track and reveal the running scores at sites across London including the City of London Gateway and Vauxhall Cross, encouraging Londoners to take part in the public vote.
Grant Branfoot, sales director at Outdoor Plus, said: “We’re thrilled to be working with the BBC to host this exciting campaign, celebrating some of the BBC’s best-loved characters. Using digital screens in high footfall areas as a means of generating public conversation demonstrates the capabilities of DOOH beyond traditional advertising.”
Simi Murthy, Head of Brand Marketing on BBC Store said: “Social is a key channel for BBC Store allowing us to have a real-time conversation with our audience. It’s great to work with Outdoor Plus who understand consumers’ changing behaviours and are hungry to do more exciting and innovative things with digital media.”

Outdoor Plus adds M4 London Gateway

Hot on the heels of Henlys Corner, Outdoor Plus launches the only landscape digital opportunity on the M4. The state of the art high-resolution screen launched on Monday with campaigns from Virgin Media & TSB.
Targeting traffic travelling into the capital from Heathrow, and the affluent regions to the West of London, the site delivers a fortnightly audience of over 1.2 million. The elevated screen gives brands an opportunity to showcase on one of the busiest roads into London.
Grant Branfoot, Sales Director at Outdoor Plus, said: “Our digital offering is the most advanced in the market so we’re proud to be the only DOOH media owner offering a landscape digital screen on the M4 London Gateway.
The roadside site provides a great space for advertisers to harness the attention of both international audiences and Londoners travelling between Heathrow and the city.”

Outdoor plus unveils landmark banner on Shaftsbury Avenue

Outdoor Plus, one of London’s most innovative premium out-of-home company, has launched a new site at Shaftesbury Avenue, the heart of London’s theatre district.
This exclusive banner will be a landmark feature of the area whilst the London Trocadero is renovated. Located at the end of Shaftesbury Avenue, directly facing the Lyric and Apollo theatres and nearby Piccadilly Circus, the high impact banner creates 407,000 pedestrian impacts and 310,000 vehicular impacts every fortnight.
With over 20% of London’s creative jobs based in Soho, and over 66,000 people visiting the Apollo and Lyric theatres every two weeks, the banner presents a new space to showcase brands in the centre of London’s West End.

Celebrities to take their tweets to the street

Bono, Tracey Emin, Jamie Oliver, Paloma Faith, Richard E Grant and other famous personalities are collaborating with Outdoor Plus to deliver a message to London
Outdoor Plus, one of London’s most innovative digital out-of-home company, is launching a ground-breaking campaign offering celebrities a public platform to deliver their own message to the capital.
The initiative, called #message2london, will see commentators from the worlds of food, music, art, politics and entertainment send a personal message to London, in ten words or less, each week.
Digital OOH is proven to accelerate social media activity, and Outdoor Plus is taking private messaging to a whole new dimension. Their ‘tweet on the street’ will reach more than nine million Londoners every week, and this reach will be extended to social media via #message2london. 
The campaign began on Friday 29 May, with a teaser quote from poet Samuel Johnson. #message2london officially launches with a message from singer Paloma Faith on Thursday 4 June. Messages will follow from Bono, Jamie Oliver, Richard E Grant and Tracey Emin, with other famous contributors soon to be revealed.
Each message will be broadcast for seven days, across all 18 Outdoor Plus sites in London including key central locations, like Euston Underpass, Vauxhall Cross, The Eye Holborn, Cheyne Walk and the City of London Gateway.
Londoners will also have the chance to have their own message broadcast to the people of London through a weekly competition, which can be entered via a special #message2london hub on the Campaign website.
Jonathan Lewis, managing director, Outdoor Plus, said: “In an age where so many messages are communicated through private channels we are thrilled to provide a chance for people to talk to more than nine million Londoners in the most visible public way. We are grateful to all the celebrity participants for embracing our ‘tweet on the street’ to help us demonstrate the instant fame which DOOH can deliver.”
A Message to London runs until the end of August 2015.  #message2london

Let's get Ready to Rumble – The industry's view on Posterscope's Adweek session.

Let’s get Ready to Rumble’ was a one-off battle-of-the-brands event hosted by Posterscope to find the creative agency best able to exploit mobile & digital OOH media, fully realising the power and potential to target consumers out of the home. Three agencies, VCCP, Adam&Eve/DDB and M&C Saatchi had ten minutes to pitch their creative digital-out-of-home ideas for the client brand of their choice….and it was the audience that decided the eventual winner was to be Adam&Eve/DDB.
Folowing the session we asked the OOH industry what they thought…
[vimeo width=”300px” height=”200px”]123972937[/vimeo]
 

Capital launches live London OOH music feed

Capital is streaming tracks played on the breakfast, mid-morning and drivetime shows on digital Outdoor Plus billboards, to persuade commuters and workers to switch over to the station.
The ads give real-time updates on every song played by the radio station to 14 Outdoor Plus sites throughout the capital, including the Euston Road Underpass and Vauxhall Cross.

Live feeds will track songs played during the Capital Breakfast Show with Dave Berry and Lisa Snowdon, mid-mornings with Pandora and Drivetime with Greg Burns.

These are the busiest times on London’s roads, with the highest dwell times.

Max Buckland, the head of marketing for Capital, said: “Capital’s traffic and travel data supports our view that Outdoor Plus has the best coverage across the busiest traffic hotspots in London.

“Capital plays the biggest and best hits, 24 hours a day, seven days a week, and with this campaign we can ensure commuters don’t miss out on their favourite music.”

The song information is relayed from Capital to the Outdoor Plus screens via CrowdScreen.

Jonathan Lewis, the managing director of Outdoor Plus, said: “Our digital offering is the most advanced in the market.

“This innovative campaign from Capital is a showcase for how brands can use digital out of home in a clever way to create truly engaging advertising.”

Via: BrandRepublic