NEWS Maryland Mall Unveils LED OOH Ad Screen
THE MOST WIDELY READ DIGITAL INDUSTRY JOURNAL FROM NIGERIA.
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Marke ng Communica ons Journal. Volume 1 - Issue 7 October 2016.
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NEWS Yahoo Patent Brings Online Ad Targeting To Billboards
NEWS PETER MEIRING GLOBAL OUTDOOR SYSTEM’S NEW MD
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ARTICULES Does OOH need trade VISITED associations? LOLU AKINWUNMI GOT ATTACKED. LASAA OAAN SECRETARIAT. NEWS U.S. Elec on With This Hilarious An -Trump Bus Ad An appeal to expats to vote
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News, Events & Entertainment Videos Bringing you the lastest programmes line up
Signage Most We are delighted to bring you a formidable lineup of Nigeria’s finest minds across the marketing communication industry.
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Our Legend Our Legend is a thirty-minute series devoted toout of home professionals, organizations and venue that have exceeded fame and critical acclaim and have arrived at the status of LEGEND. This series will focus on great contemporary people and organisation that have made their mark in the outdoor advertising industry. from its/their earliest days with interviews and great insight from friends and colleagues.
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SEPTEMBER 2016
CONTENT
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JCDECAUX AS TWO REGISTERED COMPANY IN NIGERIA 18
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ARTICLES: Does OOH needs Trade Association: An international viewpoint
NEWS: Creative Out of Home Awards 2016 nomination reviewed
NEWS MENTION: Hon. Ipoola Ahmed Omisore launches book at the State of Osun.
ABOVE: JCDecaux, the number one outdoor advertising company worldwide is set to commence its Nigerian operation very soon.
CONTENT SEPTEMBER 2016
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25 40 25 FACEBOOK LIVE CAMPAIGN ON BILLBOARDS: the latest trends and insights. is outdoor digital signage ecofriendly?
EVENTS : The AAAN Awards, n pictures
NEWS: Board with Middle finger gets a thumbs down from AD watch dog
ABOVE : PETER MEIRING takes over from Mr. Dave at Global Outdoor System as MD.
Delivering the Promise We come to work each day for one reason: to make things work for you as our clients- not just merely on paper or conceptually, but on ground practically with our hoarding.
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CONTENT SEPTEMBER 2016
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VACANT SITES: View vacant sites from OOH media owners with location, Price and contacts.
NEWS: Council poster campaign banned for offensive depiction of beggers
NEWS: Maryland Mall unveil LED AD Screen
38 NEWS: Rivers State gives November 30th Ultimatum to OOH Media Owners in the State.
38 NEWS: British land secures 100 screen deal with Clear Channel UK
24 NEWS: Focono led gets approval from the corporate affairs commission of Nigeria
21 NEWS: Another Outdoor Advertising Association is getting registered with CAC.
Signage vol.1 No5
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From the Editor MATTER ARISING
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few weeks ago while we were minding our own aproko business finding out if truely JCDECAUX is registered as a business entity in the country, we stumbled on a name suggesting a new outdoor association is registering its name with the Corporate Affairs Commission (CAC), the body responsible for the registration of businesses in Nigeria. The name of the would be association as we found it is, SIGNAGE OUTDOOR ADVERTISING ASSOCIATION OF DELTA STATE. Although the name of would be association is still undergoing registration. we then threw our findings to the public sphere to see how the industry react to the news. The reactions; well very diverse but some people are of the opinion that the said association is “just” a state association, so it does not have a national grip anywhere but our argument or perhaps question are: if the said association successfully takes off, what stops every other states from registering its own State Outdoor Advertising Association e.g case in view “LASAA’s establishment and other State Government followed suit in the creation of state outdoor regulatory agencies”? Secondly, what then becomes of OAAN and its members, if that happens? at this point, OAAN and its present Executives have a lot on their plates and we hope they are up to the task. Back to our aproko business, we found out that JCDECAUX had been on ground since 2003 when it presumably registered JCDECAUX NIGERIA LIMITED and then JCDECAUX NIGERIA OUTDOOR ADVERTISING LIMITED registered on the 29th of January 2016. Read more and other stories, enjoy
Cheers Oyekan Babajide O, Editor/ TeamLead.
Marke ng Communica ons Journal. VOLUME 1 - ISSUE 7 October 2016.
Acknowledgements Editor/ Team Lead: Oyekan Babajide O. Execu ve Editor Odubela Adebisi O. Execu ve Editor (GH series) Chief Marke ng Lead: Adebola Kola Oni Circula on: Digital Produc on Asst: Omodara And Omotoke. Photography: Philemeh Dorophil Philip Fashion Sec on: Wecis Clothing (Kunle Ajadi) Steady Salon (Adebayo Kunle)
Contributing writers Awoniyi Oluwasegun
Publisher 1609 Media 308, Old Abeokuta Road Car wash bus-stop Abulegba Lagos State (+234) 704 628 6731 www.signage.com.ng www.joomag.com/signage www.issuu.com/signage
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Our thoughts, your Awards in the making
Gear towards recognizing OOH media owners and Practitioners
ARTICLES SEPTEMBER 2016
DOES OOH NEED TRADE ASSOCIATIONS? AN INTERNATIONAL VIEWPOINT
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he nature of today's out of home advertising (OOH) is truly unique a n d d i a l e c t i c a l . T h e o l d e st advertising medium has now become a most innovative, tech-heavy method of advertising that keeps growing even when other media shrink. The Last Mass Medium. While other traditional media (print, radio, on-air TV) suffer from the expansion of the online news and entertainment channels, the past few years have seen OOH getting stronger by absorbing the latest developments in
its offspring – mobile marketing — have been affected lately by the revolt against intrusive advertising and ad fraud. New media technologies are relentlessly proliferating, causing consumers to change their behavior in ways that were unimaginable just a few years ago. With all these changes coming simultaneously from many directions, there is no wonder why many media companies, advertisers and their agencies can feel overwhelmed and disoriented. The hunger for guidance, insights and trustworthy information amid the chaos in the disrupted media ecosystem has
Historically, the organization has led the efforts to defeat draconian legislation and helped the industry out of slumps, most recently those caused by the loss of tobacco advertising (1999) and the recession (2008). A decade ago, OAAA recognized the potential of digitising static billboards and never looked back. S i n c e t h e n , t h e t ra d e b o d y h a s successfully opposed the outdated legislation restricting digital billboards, developed best practices and standards fo r d i g i ta l o u t o f h o m e ( D O O H ) a d ve r t i s i n g , a n d p o s i t i o n e d a n d promoted the medium to the advertising community. OAAA has funded independent marketing studies and effectiveness research; it has the most comprehensive compilation of industry information, market analysis, and case studies. OAAA's annual national convention is a must-attend event today for anyone who is anyone in OOH advertising. OAAA holds it together with the OOH measurement body Geopath (formerly TAB). One of the highlights of the event is the OBIE Awards, the US ad industry's oldest creative excellence program. In August 2016, an OAAA report marked a phenomenal 25 consecutive quarters of OOH ad revenue growth in the US. OAAA has 795 members, including: 492 media companies (billboards, street furniture, transit, and place-based OOH); 126 suppliers (manufacturers, ad tech suppliers, attorneys, and financial institutions); 106 advertisers, agencies and affiliates; and 71 international companies.
mobile marketing, consumer targeting, audience and ad effectiveness measurement, and programmatic media buying. That explains why OOH is the only true mass medium left standing. By contrast, despite the attempts to adapt, newspapers are being slowly killed by the Internet. A life-long believer in newspapers, Warren Buffett recently admitted he did not think the newspaper business had good prospects for survival any more. Traditional radio is also being eroded by the Internet and smart phone capabilities. Even the growth of online advertising and
drawn businesses closer to trade bodies, whose role now appears more vital than ever. As I look at the big picture, it is clear that trade associations have been steering the OOH industry in these turbulent times. Here is a glimpse at how they do that. USA: OAAA, DSF, DPAA. The Outdoor Advertising Association of A m e r i c a ( O A A A ) . OAAA is the second oldest media trade body in the United States (est. 1891), after the National Newspaper Association (est. 1885). It is the largest national association representing OOH advertising business in the world. OAAA is widely viewed as a trailblazer in advancing the cause of OOH.
The world's largest OOH media owners such as JCDecaux, OUTFRONT Media, Clear Channel Outdoor and Lamar Advertising Company are OAAA members. For the past 25 years the organization has been headed by its President and CEO Nancy Fletcher, who is one of the most influential leaders of the advertising industry. A more detailed list of the OAAA's achievements can be found on its website. Digital Signage Federation. The Digital Signage Federation (DSF) is focused more on the tech side of the digital out of home market, also referred to as “digital signage.” Unlike OAAA, DSF covers not only the ad-based networks but also corporate communications, retail, hospitality, and other applications of networked digital screens.
Signage vol.1 No5
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A MONTH IN NEWS SEPTEMBER 2016
GLOBAL OUTDOOR SYSTEM NEW MANAGING DIRECTOR
MARYLAND MALL UNVEILS LED ADVERTISEMENT SCREEN
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onths after the inauguration of the new Maryland Mall, which took about 18 months to finish and sits on a land size of 7,700sqm funded by Stanbic IBTC and Axa Mansard which houses a lightemitting diode (LED) advertisement screen, believed to be the largest in Sub saharan Africa, tagged 'The Dragon' is mounted on the external façade of the mall, 60 metres long and nine meters high. The brand owners believed that the inhabitants of Maryland and its environ will be ecstatic to see “The Dragon” light up the Maryland axis of the busy Ikorodu Road and are confident that the size and its position would offer brands great value. Speaking at the unveiling, Managing Partner, Purple Capital Media, Laide Agboola, said the billboard m a n u fa c t u re d by re n o w n e d L E D C o m p a n y, R o t a p a n e l f r o m t h e Netherlands, is the longest in West Africa and 50th of its kind in the world. According to him, the board offers a
likes of Stanbic IBTC which he said has taken a slot on the screen already. “We have other strong brands and we are having discussion with others to come on board,” he added. “This LED billboard, the Dragon is the final piece of the puzzle of the mall. It's going to be an advertising point for the biggest brands in the country today and some brands already book a place on the screen and more would be unveiled. “Over 5000 cars ply this road in all directions within an hour. Imagine what that amounts to in a full day circle. It's clearly a major hub for any advert to be on. The screen is very technical it can do live screening and also has social interactive features such as Twitter fountain scroller, Video playback capability and a Feedticker. “Brands will be screened on eight seconds circle. The screen can take ten brands at a go. Everyone and half minute, you would see the brand all over again from 5: am in the morning till 1: am the following morning. The exposure a brand would get would be quite significant,” he s a i d . He also noted that the board is not just for the biggest brands, as small and medium scale businesses who want
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eter Meiring is the new Managing Director of Global Outdoor System, He took over from Dave Howland over 6 month ago. Mr. Peter Meiring was Group Marketing Director of RNP Limited between July 2014 to August 2016, he had also worked as National Sales & Marketing Manager at Eriango Comercio Geral, Luanda, Angola. and Sales & Marketing Manager Fishtales Franchise Company (PTY) Ltd, Port Elizabeth, South Africa to mention a few. Global Outdoor System is a media owner that has access to over 6000 registered top quality Billboards across Africa. Global was established in 2000 and has fully established operations in Cameroon, Congo, Ethiopia, Ghana, Guinea, Ivory Coast, Kenya, Nigeria, Senegal, Tanzania. Our offices deliver to neighbouring countries, Benin, Togo, Burkina Faso, and Gambia. Global is affiliated with Angola and DRC, South Sudan, Rwanda, Uganda, Zambia and Zimbabwe. located at 10, Bayo Dejanwo Street, Maryland, Ikeja, Lagos, Nigeria.
s t r a t e g i c advertising point for brands in Nigeria given its strategic location and unique features. He also pointed out that it would be a major advertisement point for biggest brands in the country in the
short term exposure can buy space on the billboard. The brand owners believed that the inhabitants of Maryland and its environ will be ecstatic to see “The Dragon” light up the Maryland axis of the busy Ikorodu
The LED screen is already a major attraction and has features such as a Twitter fountain scroller, Video playback capability and a Feedticker. These would make it a socially interactive board and one in which advertisers can utilise for full engagement of the public. On the strategic positioning of the screen, Agboola said that research reveals that over 5500 vehicles pass through the axis in all directions every hour. “In every sense of it, the exposure every brand will get is quite significant. This is clearly a major hub for any advertising activity”. He explained that the screen is a technical screen as it can do live streaming, be engaged as a social media platform. But what we want to do commercially is to allow brands to display for seconds in a circle. He added that this will go round from about 5am to 1am the following morning which is about 20 hour cycle. Also speaking, the architect in charge of the building, Tosin Oshinowo, said the big screen was part of the plan from the beginning. She said the whole planning was for horizontal and vertical revenue opportunity. “It is an intelligent screen. At night the board can be brighter and during the day, it dims itself. It can also show motion and still images. It is also interactive. It can show football,” she said.
ANOTHER OUTDOOR ADVERTISING A S S O C I AT I O N I S G E T T I N G REGISTERED WITH CORPORATE AFFAIRS COMMISSION.
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new Outdoor Advertising Association is undergoing registration with the Corporate Affairs Commission if Nigeria, the autonomous body responsible for the re g i st rat i o n o f co m p a n i e s , t ra d e associations and other related matters in Nigeria. Signage Outdoor Advertising Association of Delta State is the name of the association, it has not been assigned any RC number as it is still undergoing registration.
JCDECAUX GET SET, GO. AS IT AS TWO REGISTERED COMPANY WITH CAC AND ABOUT TO COMMENCE NIGERIA BUSINESS.
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cdecaux, the number one outdoor advertising company worldwide is set to commence its Nigerian operation very soon. It has been confirmed that the company had two company registered in its name
some industry watcher have said that the said association is not a national association and therefore its restricted to Delta State alone while others compared it to the NBA Lagos branch which can not represent the national interest of the NBA in general. others are even of the opinion that the Lagos State Signage and Advertisement Agency LASAA can not represent the interest of the other state of the federation. Another practitioner whose view is a bit different said that OAAN as usual would take this as no threat until it blows in face, he said that was exactly the way LASAA came and every other State now has or are setting up their own agencies, “if care is thrown in the wind, this is how every state would have their own Signage Outdoor Advertising Association and when that happens, what will be the use of OAAN national interest.
here in Nigeria with the Corporate Affairs Commission of Nigeria. the first one is JCDECAUX NIGERIA LIMITED with RC 1112570, office address at 139, Beti-Osa Street, Dolphine Estate, Ikoyi, Lagos, registered on the 3rd of May 2003 and JCDECAUX NIGERIA OUTDOOR ADVERTISING LIMITED with RC 1312361 and office located at the 8th Floor, The Adunola, Plot 22, Banana Ikoyi, Lagos. this company was registered on the 29th of January 2016. Some months back, it was carried all over available News Medium that LASAA had approached the company to come regulate outdoor advertising practice in Lagos, so may others carried it saying it could be a rumour. further findings revealed that the company would not only come as a practitioner like the Scan group, an advertising agency owned by Bharat Thakrar, A Kenyan born Indian about three year ago, but also be repository of outdoor advertising business in Lagos and ultimately in Nigeria, which means it will serve as both regulator and practitioner as it will be in charge of allocating sites to other practitioners. Jcdecaux has been (unconfirmed) poaching some companies and their staffs Jcdecaux is now fully on ground in South Africa as it has just concluded the deal that bought them Continental Outdoor Media, a pioneer outdoor Advertising business in Africa with over37,000 advertising panel and presences in 14 countries with Jcdecaux existing footprint 16 plus Nigeria 17 countries in Africa. JCDecaux is the number one outdoor advertising company in worldwide with the market leader in Europe, Asia-pacific, Latin America, Africa and the middle East. it is listed on the Euronext Paris and part of the Euronext 100 and FTSE4Good indexes with about 12,850 employees and have operated in over 75 countries, 4,435 cities with more than 10,000 inhabitants.
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SIGNAGE DIGITAL JOURNAL
SEPTEMBER 2016
do ooh need trade association? continues According to DSF Chairman Randy Dearborn, the mission of DSF is to “support and promote the common business interests of the worldwide digital signage, the interactive technologies, and the digital out-ofhome network industries.” The DSF serves end users, advertising agencies, media, network operators, vendors, system integrators, consultants, and distributors of digital signage products and services. Since its inception in 2010, DSF has developed several standards for the emerging industry, a glossary of terms, guides and numerous case studies. The association holds regular educational webinars and professional events both for its members and non-members. DSF members enjoy access to a vast c o l l e c t i o n o f re s o u rc e s a n d recorded presentations. DSF has been funding research and working to improve legislation, regulations, codes and standards pertaining to the sale and use of digital signage products and services. DSF is fighting patent trolling, a malpractice that plagues the digital signage software market. In 2016, the trade organization has expanded into Europe, forming affiliate relations with DSF Europe (formerly OVAB Europe). The association has 693 individual members representing 304 corporate members. The corporate membership includes: 101 end users/network operators, 25 consultants, and 178 vendors. D P A A The Digital Place-Based Advertising Association (DPAA) stands apart from the OAAA and the DSF. It focuses on video advertising as it follows the consumers who switch from one media device to another, with the emphasis on “digital placebased” and DOOH networks. According to DPAA President and CEO Barry Frey, its members include “digital place-based and DOOH media owners, plus all the
companies that work with them. Software and hardware companies, those who provide mobile data, mobile targeting and re-targeting, programmatic media buying, research, as well as venues and content companies.” Frey says the goal of the organization is to promote the irrefutable benefits of digital placebased/DOOH advertising and persuade the ad world to allocate larger media budgets towards these new formats. In the past few years, the trade body has been credited with raising the profile of the DPB/DOOH medium as a whole and of its members in particular. The association's member base has doubled in size in the past three years (no numbers were revealed to me.) The DPAA's annual event “Video Everywhere Summit” has grown from 200 attendees in 2008 to 800 in 2016 and is now a major part of the New York Digital Signage Week. CANADA: OMAC. T h e O u t- o f- H o m e M a r ket i n g Association of Canada (OMAC) is the only trade association in the country representing the OOH industry. Its members include some of the largest international OOH ad operators such as Clear Channel Outdoor, OUTFRONT Media, Lamar Advertising Company, as well as Canadian companies Pattison Outdoor, Astral Outof-Home, and Quebecor Media OOH. OOH associations usually work closely with measurement trade bodies, and in C a n a d a t h i s relationship is probably more symbiotic than anywhere else. In fact, OMAC's President Rosanne Caron is also President of the Canadian Outo f - H o m e
Measurement Bureau (COMB), a not-for-profit organization that “sets the industry standard for measurement of OOH advertising audiences across Canada.” COMB publishes circulation and market data for over 61,000 OOH advertising faces in more than 270 markets. According to Rosanne Caron, OMAC's goal is to “increase acceptance of the OOH medium and to educate media planners and marketers on the relevance and value of our medium.” While COMB has developed new measurement methodologies for different types of OOH venues, OMAC has been funding research to demonstrate the effectiveness of OOH advertising. OMAC serves as the industry spokesperson when it comes to regulatory issues. Caron says OMAC acts as a central resource for research and other i n fo r m a t i o n t h a t fa c i l i t a t e s planning and buying OOH campaigns. “Without OMAC, it would be a challenge for agencies who are interested in including OOH in their clients' media plans but are taxed for time,” she added.
ARTICLES
AFRICAN & INTERNATIONAL UPDATE SEPTEMBER 2016
COUNCIL'S POSTER CAMPAIGN BANNED FOR OFFENSIVE DEPICTION OF BEGGARS
alcohol · IT'S YOUR CHOICE: GIVE MONEY TO SOMEONE BEGGING
engaged in criminal and antisocial behaviour, and suggested the ads were likely to cause serious or widespread offence. Nottingham City Council, in response, said that the posters were not about and did not refer to homeless people, but to beggars – most of whom it said were not homeless. It cited a blog post by a local homelessness charity that it believed supported the objective of the campaign, and a report by the same charity suggesting that people who had been seen begging in the area were overwhelmingly likely to have support needs for alcohol or drug misuse.
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The posters, seen during May and June and designed to discourage giving money to beggars, carried the following messages:
AND FEED A HARMFUL ADDICTION … OR GIVE TO A CHARITY WHICH PROVIDES TREATMENT AND SUPPORT. Find o u t h o w www.endingalcoholharm.co.uk · PEOPLE WHO BEG OFTEN H AV E S E R I O U S D R U G O R ALCOHOL PROBLEMS. PLEASE GIVE TO A CHARITY, NOT TO PEOPLE BEGGING. Find out how
· BEGGING: WATCH YOUR MONEY GO UP IN SMOKE. Begging funds the misuse of drugs #givesmart · BEGGING: WATCH YOUR MONEY GO TO A FRAUD. Beggars aren't what they seem #givesmart · BEGGING: WATCH YOUR MONEY GO DOWN THE DRAIN Begging funds the misuse of
The posters featured images of a person smoking a roll-up, a homeless man begging, a discarded lager can (on two), and discarded syringes, respectively. Seven people complained to the ad watchdog that the posters portrayed homeless people in a derogatory manner and implied that all homeless people were
ottingham City Council has been rapped by the Advertising Standards Authority after using a series of posters that made generalisations about beggars.
But the watchdog said that the language in the first four posters was "absolute in nature" and implied that any money given to beggars would be used in an irresponsible way, and that people w h o b e g ge d h a d d i s h o n e st intentions to deceive members of the public. It ruled that they were l i ke l y to ca u s e s e r i o u s o r widespread offence, and ordered that they no longer be shown in their current form. On the final ad, the ASA said the language used was "conditional and objective" and it did not uphold the complaint C R E AT I V E O U T O F H O M E AWARDS 2016 NOMINATIONS REVEALED
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inalists for the 2016 Creative Out of Home Awards have been announced with Pulse Creative's work with the Sun and OMD UK's Channel 4 campaign among the nominations. This year the COOH Awards have opened internationally for the first time and to reflect the new scale livedooh and Fepe international
nternational have come on board as sponsors while Trevor Beattie has been announced as the chairman for the awards. T h e awa rd s , w h i c h c e l e b rate
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he Advertising Standards Authority (ASA) has ordered Anglo Dutch Power to remove a billboard containing an image of a raised middle finger. The billboard‚ situated on the N3 highway between the Buccleugh and London Road off-ramp‚ features the wording "GIVE INFLATION THE” and an image of a hand with its middle finger extended. It provides the company's details and logo directly next to this image. Complainant‚ Steven Moss‚ objected to the billboard on the basis that it displays a large hand with the highly inappropriate and offensive "zap" sign.
creativity within the outdoor media sector, will be announced on 23 November at the Marriott Grosvenor Square Hotel in London. Categories for the awards include 48 o r 9 6 S h e e t P o s t e r, M u l t i platform/Media Campaign, Digital Campaign, Innovation as well as the Grand Prix and the Chairman's Award. Included in the nominations this year are Future Colossal, which is hoping to pick up the Special Build award for its work with Warner Bros. Pictures. OMD UK finds itself contending for the Out of Home Campaign Award while Clear Channel UK is up for the Innovation award in recognition for its work with Public Health England. ZAP AND IT'S GONE: MIDDLE FINGER BILLBOARD GETS THUMBS DOWN FROM AD WATCHDOG
This was particularly inappropriate as children were inevitably exposed to it‚ Moss said. In its response‚ the company said the billboard had been up for four weeks and had elicited over 100 enquiries‚ with no other complaints whatsoever. The company said the middle finger describes what it would prefer to do with inflation‚ especially in the context of ever-increasing electricity costs. It said from that perspective‚ the image was perfectly appropriate. The company also said it failed to understand why children would be offended by this particular sign unless they were aware of it and had been told that this was a rude sign. The company said the middle finger was directed at inflation and the cost o f e l e c t r i c i t y a n d n o t at t h e complainant or his children. In its ruling on Friday‚ the ASA directorate said advertising
addressed to or likely to be exposed to children should not contain material that could cause them mental‚ emotional or moral harm and should not create the impression that it was acceptable to act in a manner generally regarded as unacceptable. "The concern here lies in exposing c h i l d re n to a ge st u re t h at i s commonly known as meaning 'F*** off” or "F*** you'. The Directorate accepts that the intention is to 'flip the bird' at inflation (a sentiment that most consumers are likely to share). "However‚ the fact that a large middle-finger is displayed on a prominent highway cannot be ignored‚ especially given its connotation [of] rude/offensive meanings.” The authority also ordered that process of removing the billboard be started with immediate effect and that it may not be used again. FIRST FACEBOOK LIVE CAMPAIGN A I M S T O I N S P I R E E X P E R I M E N T A T I O N Streaming video, TV spots and outdoor ads running in the US and UK will focus on tips for curious user Facebook is launching its first advertising campaign for Facebook Live in the US and UK. In an effort to get its 1.7 million members to use the live-stream service, the social media company is kicking off a multiplatform campaign featuring tutorial-style ads that encourage users to apply the feature to share their talents, experiences and opinions with friends. The campaign, created by Facebook's in-house agency, The Factory, will include social vingettes, two 30second spots for TV and social, and out-of-home ads for buses, bus shelters and digital billboards. . The campaign is split into two phases. The first phase concentrates on awareness and will air this Sunday in the UK and on Monday in the US. The second phase, called "Tutorial," will launch Monday, Nov. 7 Facebook's CMO Gary Briggs said in a Facebook . post that the campaign aims to educate and inspire people
CONTINUE FROM PAG 39
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ANTONIO VINCENTI CEO, Pikasso, Lebanon
SEPTEMBER 2016
COVER STORY
We also support on a free basis, almost every single week of the year, NGO's and NPO's involved in childhood protection, health prevention campaigns and environment issues. Today Pikasso is the market leader in the four countries it operates in: Lebanon, Jordan, Iraq and Algeria. We recently entered the Tunisian market through a merger acquisition under the brand name used in North Africa 'Lawhat'. We have a presence in 300 cities and towns with more than 9000 faces and 55 exclusive concessions.
1. Please tell us about your personal background and how you got involved in the out-ofhome industry? I spent my baccalaureate year, which is the last one of school in the French system, in Baden Baden in Germany. With my schoolmates we often used to spend the weekends in Strasburg across the border; when getting out of the train station, we walked next to the 4×3 billboards which posters, in 1982, were often the talk of the town. I was totally seduced by the graphism and messages and thought that it might be a good idea one day, to replicate the model in Lebanon. Back to Beirut, I started to study Law at Université Saint-Joseph followed by History-Geography while working in the family FMCG distribution business. The idea of implementing the very first poster advertising panel in Lebanon never left my mind, it was shared with my closest four friends, and together, we established, in 1986, Pikasso (an easy name with a distinctive K) with 3×2 yellow frame panels (an attractive color in the sunny environment). The success was immediate and overwhelming. What started as a friends' dream became, a year later, a solo project when the other bands friends went each on their way. 2. Can you tell us a little bit about Pikasso? Pikasso can be described as a pioneering and innovative OOH company, having launched and developed concepts since day one that became almost a local revolution in the ad industry and in the streetscape. We've had the chance to start in the late
days of poster paper printed by serigraphy, and witnessed the evolution to offset and to digital printers. We started by installing static billboards, then standard Sicmea models, Trivision, large formats then moved to scrollers and LED's with custom made design structures in function of the location. We launched the first comprehensive networks with brand names based on geomarketing with the first ever study on the built up areas of Lebanon conducted for us.We organized yearly conferences on 'The Best Posters of the World' to familiarize creatives in all our markets on poster creativity rules and established the Pikasso d'Or that is a respected award with an independent jury presided by Alain Weill and which Secretary General is Andrew Rawlins. Today, it is the only advertising prize existing in our four countries. We have developed a comprehensive quality system based on transparency and accountability with custom made reports for war zones that we registered to ISO 9001. Recently, we also applied for Sustainability Report under ISO 26000. But what we are most proud of is the role our billboards played in crucial moments of the history of Levant countries and our commitment as Citizen Billposters. Our billboards were the testimony of the biggest tragedies and of the higher hopes of Lebanon, through the passionate posters displayed. In Jordan , we launched in 2000 with the first ever institutional governmental OOH communication, and in Iraq, in 2004, our billboards were the ersatz of the vanished public authorities through the flags printed on posters.
1. Of all the countries that Pikasso operate in, which one do you think has the most advanced market that others in our industry should keep an eye on? Lebanon is definitely the most advanced market, not only among the five countries we operate in, but at the level of the Middle East North Africa (MENA) region. The Lebanese market is extremely sophisticated in most sectors: banking, trading, healthcare, real estate etc.. Advertising is a kind of 'chasse gardée' in the Middle East: most CEO's of the ad networks, top creative directors, media booking agencies directors and also main media representatives are originated from the country of the cedars. 1. Is Pikasso new to DOOH? If so, where in the world are you looking for inspiration and best practice? We installed our first five digital screens in Beirut in 2010 just before the FEPE Congress held in the city that year! They were provided byDaktronics with a 10mm SMD pixel pitch. We then added 10 more screens to have a comprehensive coverage and created a network called 'Beirut Digital Constellation'. They are sold in loops of eight seconds with six ads maximum for standard periods of seven days. We also propose part of the day campaigns in four time slots (morning, noon, afternoon and evening) to focus on specific audiences. Subtle motion has just been accepted by us, in the crowded streets of the capital. A large format digital rollout followed in 2014, with seven locations from 32m2 to 112m2 integrated within the 'Canal 8' network that covers the main axis of Beirut, the north and south entrances as well as the main highway of the country leading to Jounieh. . Four more large format screens were under installation in August-September, and seven more will be added by the end of 2015. This will lead us to a total LED screens of 46 by the end of 2016
with 33 locations in Lebanon, in addition to the existing three in Jordan, two in Iraq, and eight in Algeria. The plan is to reach 100 large format LED screens in three years. At the level of the Malls, the deployment started in 2010, too, with few 70 inch LCD screens integrated in ground mounted displays, similar to our custom designed 2m2 scrollers. Le Mall Dbayeh was the first 100% digital platform launched in 2012. In 2016, we will upgrade four malls and launch two new major concessions: Park Mall Setif in Algeria and another one in Jordan to be announced in October. All the new LCD screens will be equipped with a camera, some sort of beacon device and the regular NFC/QR provided by Blue Bite. Most of the ones located in appropriate locations (almost half), will have a touch screen. As for the inspiration, I mainly look at the UK. It is such an advanced, sophisticated, vibrant and innovative market that you should follow up almost daily, or else you cannot catch up with what's happening and what to adopt as best practice. London is definitely the place to be to learn about DOOH, and to become among those who are at the forefront of the important evolutions of our Medium. In the presence of such a number of super specialized companies, each one dedicated to a specific aspect of the DOOH industry, we can talk today of a unique London cluster. I am also inspired by the US, another major DOOH market with a specific know-who. Our commitment to DOOH is translated in the massive investments in the digital rollout: US $8 million since 2010 and a budgeted US$4 million for 2016. Are you ever interested in acquisitions for expansion? Yes, definitely. There is no other way to expand nowadays in our field. Gone are the days where you could easily go greenfield as we did in five countries. We achieved, this year, our first merger acquisition in Tunisia. We've been participating to two important processes in the last two years, reaching the stage of finalists, and have gained a lot of experience from our unsuccessful biddings: First, we now have an internal team that is able to mobilize and deploy instantly with all the needed expertise and procedures in hand. Second, our advisors, an International Investment Banker, a USBritish Law Firm and a top-four auditing firm, constitute n o w a g o o d w o r k i n g t e a m . Third, we have accumulated some important learning that you can only reach by participating to processes. Summer, 2015, saw us once again in the midst of an acquisition project, while we remain wide eyes open to grab any opportunity in Africa, Europe or Western Asia. What types of social media such as Twitter, Facebook, etc., have you integrated into your offerings? Can you give us a couple of examples? We have not yet been able to do so as in the countries where we operated as, it is sensitive to broadcast 'spontaneous' messages. Soon, however, we hope to find a good way to scrutinize the messages before displaying them while making sure there is enough continuous content. Have you plans to add any new technology to your advertising mix in the near future? If so, please give examples. As mentioned earlier, all our new LCD's will be fitted with the technologies that allow face recognition,
augmented reality, interaction via social media or direct touch. We are expecting the first truly engaging campaigns during 2016. Let me add here that we need to spend a lot of energy and effort to familiarize creatives and marketers to the infinite possibilities offered to them, and to the huge benefits brands can obtain from successful engaging campaigns, bearing in mind that, in price sensitive markets such as the ones we operate in, clients prioritize exposure to production costs. Thanks to technology that allows instant broadcast at no additional cost, we have been running some successful weather activated campaigns: for example Dunlop has booked a campaign to be aired the first five days of heavy rain with an Arabic play on words 'The ground is soapy'. We also run time segment campaigns such as, for example, L'Orient-Le-Jour daily newspaper displaying every morning from 6 am to 11 am since April 8, 2015, its front page. It was joined by Dunkin Donuts that launched its caramel salted cafĂŠ latte. Carrefour regularly uses the afternoon time from 3 pm to 7 pm for special promotions. Four campaigns were displayed between May and July, while Label 5 used the evening time from 7 pm to 1 am to reach the high income and young audience of the Beirut by night type. Are you excited or worried about Smart Phones and the out of home advertising industry ?
the relationship is more of a love story: The mobile hyper-connected consumers, particularly the millennials, have an increased appetite for interactivity with DOOH. Concerning the static inventory, there is a physical link: same dimensions and same sale system. Technology has added a new link via the Mtag. What do you think is the strength of Pikasso? Is there any strong brand message that you have? The strength of Pikasso is to be able to deliver and maintain the highest quality and implement ultimate innovations in countries where forecasts and plans are difficult. We have integrated resilience in the DNA of the company. The brand message 'Yellow and Everywhere' reflects the extensive national coverage, the footprint, and the activity in all segments of OOH: billboards, transport and urban furniture. Where do you forecast Pikasso being by the end of 2016? By the end of 2016, Pikasso will have 20% of its revenue coming from digital in Lebanon and 16% in Jordan, whereas at a group level, it will represent 10%. We should increase our presence to one additional country unless we succeed in a transformational acquisition, which will bring us closer to our long term objective of having a footprint in around 25 countries by 2025. What most excites you about OOH and DOOH?
I'm very much excited about smart phone and OOH: we were among the first to join Blue Bite in their mobile bridge endeavor, and equipped more than 1,500 faces in all our malls, gyms, bus shelters and citylights with MTag carrying the QR Code and the NFC. From all what we observe, the relationship is more of a love story: The mobile hyper-connected consumers, particularly the millennials, have an increased appetite for interactivity with DOOH.
Our medium has many exciting aspects, such as the feeling of satisfaction, comparable to a conqueror, when winning a bid, a concession or installing a new prime site, or being constantly in the making, due to the non-stop evolutions and to the close links with all ultimate technologies applicable to DOOH. What also excites me a lot is the tremendous power of influence outdoor has on the people and on the cities' ambiance. DOOH has added a magic touch.
How is the company managed in each country? The company is managed in each country by a GM which main tasks are to be responsible of the technical operation, the Patrimony, the Human Resources, the Sales and the PR, each department being headed by a Director. The structure of our Group is as follows: The Holding Company Yellow Spirit based in Beirut counts 26 top Managers in charge of finance, development, marketing, IT, Quality and CSR. Each director has regional responsibilities, local heads of departments in each country reporting functionally to them. The total headcount is 300 among which 20 are engineers. How do you handle advertising sales: in house or through which company? We, of course, handle it in house: OOH being exclusively an advertising medium, it is our raison d'ĂŞtre to sell the space that we develop. Furthermore, with the rise of the technology, it becomes a very complex communication tool with huge opportunities that need highly specialized people. Can you link any or all of your static and digital billboards in the different countries in any way? Yes, we can link them. All our digital billboards are already remotely operated either via a satellite signal when using Visiconn software for Daktronics supplied ones, or for the others via an Internet 3G connection through their respective software. As for LCD's within Malls, we use Blue Bite in their mobile bridge endeavor, and equipped more than 1,500 faces in all our malls, gyms, bus shelters and citylights with MTag carrying the QR Code and the NFC. From all what we observe,
You are now also FEPE President and you've made a number of board level appointments recently. Tell us a little about how you see FEPE helping drive the industry FEPE is, as you already know, the only global OOH association. Its role and influence have tremendously evolved over the last few years. In addition to uniting the industry players with suppliers and stakeholders , promoting best practice, creating a forum for exchange of expertise, spreading knowledge and publishing all the relevant innovations and info in the weekly newsletter, FEPE has embarked in several projects this year to increase the awareness of our media and help drive the industry. The first FEPE awards were launched in June in Budapest with four categories that recognize Lifetime Achievement, Leadership, Technical Innovation and Creativity. We also joined the AM4DOOH consortium composed by APG, Clear Channel, Exterion and JCDecaux to deliver the first standardized approach to audience measurement, and contributed up to around a quarter of its budget. We are also working on strengthening the FEPE structure and have few other projects in the pipeline that will be revealed later on. FEPE is mostly about a collective energy and time allocated by Board members. We recently wished to enlarge the circle and invited Tom Goddard from Ocean and Brendon Cook from Ooh! Australia. We immediately felt their positive input as we embarked, upon the suggestion of Brendon, in a strategic review project that will help us further drive the future of our industry.
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ARTICLES SEPTEMBER 2016
do ooh needs trade associaiton? continue Europe: DSF Europe (formerly OVAB Europe). The Out of Home Video Advertising Bureau, Europe (OVAB Europe) was founded on November 13, 2008. This was originally an offshoot of the US-based Out-of-home Video Advertising Bureau, a trade association, which has since changed its name to the Digital Placebased Advertising Association (DPAA). OVAB Europe was managed separately from the DPAA. (Source: Wikipedia) In February 2016, the Digital Signage Federation (DSF) announced that the Out-of-Home Video Advertising Bureau of Europe (OVAB Europe) became an
OMA has built its own OOH audience measurement system, MOVE. The association vigorously promotes the benefits of OOH advertising. It is the face of the industry when it comes to developing and improving the government regulation, as well as selfregulatory policies, guidelines, and standards. Moldrich says OMA makes sure that the industry is “not being disrupted by technology and in fact is adding high-tech capabilities to its suite of values.” The Australian OOH media “finished 2015 with a 17% overall increase on net revenue year-on-year and our audiences have grown 2.8% – over indexing
outdoor media owner, withdrew its membership. The OMC had split with its chief executive, Mike Baker, and hired Mark Craze to review its remit just three months previously.” As a result, the OMC wa s re b ra n d e d a s O u t s m a r t a n d “radically shifted its focus from holding events to hiring more full-time staff” (Source: Campaign Live). The new o rga n i zat i o n wa s l e d b y B a ke r ' s replacement, Alan Brydon. Less than one year later, in August 2016, Outsmart was downsized, and both Alan Brydon, the chief executive, and Mark Craze, the chairman, left the organization. The new chairman of Outsmart, Justin Cochrane, who is also the chief executive of Clear Channel UK, declined my request for comments. Ocean Outdoor's CEO Tim Bleakley told me: “Outsmart (post the re-brand from the OMC) had a clear remit to shift its balance away from the functional and towards marketing. That was the brief. Immediately, this was a shift in emphasis that one large player disagreed with, and resigned. Outsmart ploughed on and, with one arm tied behind its back, were starting to make really good progress. In fact, in the last quarter the whole sector was up in excess of 7%. Nevertheless, as I mentioned earlier, there is always strong debate around emphasis of these bodies. Not everybody agreed on the future role and focus of Outsmart, so I suppose we are all pausing for breath. It's disappointing, but at the same time each company has to run its own business and make its own choices, and sometimes this can clash with the requirements of a collective.”
independent affiliate of DSF and changed its name to DSF Europe. DSF Europe is led by venture capitalist and DOOH expert Dirk Huelsermann. Australia: OMA. A c co rd i n g to i t s C EO C h a r m a i n e Moldrich, “ The Outdoor Media Association (OMA) is the only national industry body speaking for Australia's OOH media display companies and production facilities, as well as some media display asset owners.” Since Charmaine took the reins at OMA almost seven years ago, I noticed a surge in the news covering the Australian OOH advertising and OMA's initiatives. Today, Australia stands out as a vibrant and fastgrowing OOH market.
population growth at 2%; and we've had a six-year cumulative growth of 20.3%,” Moldrich told me. UK: Outsmart. The United Kingdom historically has had one national trade association serving outdoor/OOH advertising companies. The trade body, known today as Outsmart, has undergone several reincarnations and appears to be in a state of transition again. The original Outdoor Advertising Association was superseded by the Outdoor Media Centre (OMC) in January 2011. Then, as Campaign Live reported, “In January 2015, JCDecaux, the UK's biggest
F i n a l l y, t h e Wo r l d : F E P E International. FEPE International (est. 1959) is the only global OOH association working to promote and improve the OOH industry. Board members include JCDecaux, Clear Channel Outdoor, Exterion, Ströer (Germany), OUTFRONT Media (USA) and oOh!Media (Australia). (Source: FEPE PR). Many of FEPE's members are national OOH and DOOH trade associations. As FEPE President Matthew Dearden explained : “Our goal is to support and evangelize about our medium, but not to get in the way of the good work achieved by the existing national associations. We can do that not by duplicating the work of various companies and national bodies, but by identifying the valuable, unique roles that are not otherwise acted upon.
SEPTEMBER 2016
do ooh needs trade associaiton? continue Those include: connecting the companies leading the growth of our industry in different countries; curating and communicating the most inspiring work and ideas that address our big questions; and celebrating the very best of these through recognition and awards.” Mark Flys, General Secretary at FEPE International says the organization has had success in helping its members with legislative issues and data support over the last few years (particularly in Eastern Europe).
solely within the best interests of their clients – there is simply too much 'stuff.' A good association can make sense of all this and help their sectors to ensure our medium has strong share of mind.
participating in the organization's initiatives and events. We do not simply join to have our logo on a webpage. We join to contribute and collaborate,” Gutnik says.
This share of mind is vital in many areas, not just the advertiser food chain. It is also vital that we communicate the positives
The Answer. B a s e d o n my co nve rs at i o n s w i t h
F E P E ' s a n n u a l c o nv e n t i o n , F E P E Congress, is a prestigious OOH forum that is hosted in different countries and is attended by the executives of OOH companies and trade associations from a r o u n d t h e w o r l d . What OOH companies say about their trade associations. Clear Channel Outdoor is a global OOH advertising giant, with more than 650,000 displays in over 35 countries across five continents, including 43 of the 50 largest markets in the United States. This includes a growing digital platform that now offers over 1,050 digital billboards across 29 US markets. CEO of Clear Channel Outdoor Americas Scott Wells told me that his company is a member of different associations and its primary trade body in the US is OAAA. OAAA membership “helps us win in the advertising marketplace,” Wells says. “OAAA has proved a vital resource in telling our industry's story to stakeholders and policymakers. Most recently you saw evidence of their work i n a N e w Yo r k T i m e s s t o r y t h a t proclaimed, Look Up, Billboards are Not Dead. Because they keep the pulse of the industry as a whole, it helps us all to tell a greater story and illustrate our relevance,” he added. Ocean Outdoor is a top UK ad operator t h at wa s a m o n g t h e p i o n e e rs o f integrating DOOH campaigns with mobile and online media channels. The company is a member of Outsmart, FEPE, and IAB (Interactive Advertising Bureau). CEO Bleakley says Ocean Outdoor maintains close ties with trade associations in the US and Australia as “we like to share and learn a lot from these interactions.” “We joined Outsmart because we are very strong believers in collaboration and knowledge sharing and in particular trying to drive best practice and innovation and in so doing, educate. There is more media of all sorts of forms available to clients now than ever before. It is an almost impossible task for agency planners to cope with and then for buyers to procure
our industry delivers to the UK economy and to the local communities we operate in via the income that many public authorities derive from our medium.” BroadSign is the leading global digital signage software maker. Being a top vendor in the digital signage and DOOH markets, the company is keenly aware that its success depends in part on the strength of the industry as a whole. From its early days as a tiny start up in 2003 to today's market dominance, BroadSign has been an active member of OAAA and several digital signage and DOOH associations in the US and in other countries. According to Stephanie Gutnik, Director of Marketing and Business Development, BroadSign is currently a member of more than 10 trade associations spanning several vertical and geo markets. “BroadSign joins an association when at least one company representative is able to assume the responsibility of actively
numerous OOH companies over the years and before writing this article, I think the answer to the question in the headline (Does OOH Need Trade Associations?) is best summed up by BroadSign's Gutnik: “ Trade associations are absolutely necessary to support a healthy industry, both at the government level and for building cohesion within the industry itself. If the OOH/DOOH industry did not have trade associations in place, standing up to regulations threatening digital billboards (for example) would be a great challenge. Moreover, our space has traditionally been difficult for brands to purchase given its differences from the likes of TV and digital. As such, having associations to represent the interests of DOOH media owners and vendors when it comes to measurement, mobile, and automated transactions (programmatic) helps to solidify efforts and make everyone better heard and understood.”
ARTICLES
SEPTEMBER 2016
R I V E R S G I V E S O U T- O F HOME MEDIA OWNERS ULTIMATUM TO REGISTER
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BRITISH LAND SECURES 100 SCREEN PORTFOLIO DEAL WITH CLEARCHANNEL UK British Land has signed a significant digital advertising contract with Clear Channel UK to install over 100 digital advertising panels across its regional and local multi-let retail portfolio. The initiative supports the company's vision to create Places People Prefer by enlivening the consumer experience in response to changing modern consumer lifestyles. David Isom, Commercialisation Manager for British Land, said “The partnership with Clear Channel UK is part of our continued drive to enhance the use of technology across our centres and enliven the consumer experience in response to the changing way people live their lives. The mix of large format and interactive screens will offer brands the opportunity to better engage with our audience. We look forward to furthering our relationship with Clear Channel and are continuing to explore other opportunities across our £20 billion portfolio.”
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he Rivers State Signage and Advertisement Agency has set November 30, 2016 as the deadline for outdoor practitioners and owners of billboards and signage structures in the state to r e g i s t e r w i t h t h e a g e n c y. The agency, which was established to regulate and control outdoor structures for the display of signage, hoarding and advertisement in the state, said the move was to restore sanity, order and professionalism to the outdoor business in Rivers. A statement by the agency on Friday quoted the acting Managing Director, Chukwudi Dimkpa, as saying every outdoor structure, whether corporate or not, must be r e g i s t e r e d . Dimkpa noted that after the deadline, any unregistered structure would be classified as illegal and removed after a period of notice not exceeding, in the first instance, 15 days and afterwards another 15 d a y s . The statement partly read, “By the provisions of the law establishing the agency, it is unlawful for any person or group to erect, construct, enlarge or structurally modify any outdoor structure or operate any structure for signage development without being r e g i s t e r e d b y t h e a g e n c y. “Owners and operators of existing structures shall obtain, complete and submit the prescribed registration form with the Agency and apply for the p e r m i t . ” According to Dimkpa, the cost of removing such structures shall be borne by the offending outdoor operator, and the dismantled offending structure impounded until all cost incurred by the agency are paid, including a certain cost that would begin to count five working days after the structure is removed by the a g e n c y . C o p y r i g h t P U N C H .
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In addition to driving incremental income into the business, British Land will benefit from enhanced consumer insight to further its already strong understanding of consumers which informs its strategy and benefits occupiers by increasing retail spend. The transaction represents a first for both British Land and Clear Channel UK in its scale. State-of-the-art digital advertising panels will go into centres including Meadowhall, Sheffield; Ealing Broadway, W5; Drake Circus, Plymouth; St Stephen's, Hull; Glasgow Fort; Fort Kinnaird, Edinburgh; New Mersey, Speke and Teesside, Stockton. The deal is an evolution of an existing partnership that started at Meadowhall almost ten years ago. Clear Channel UK will provide a mix of large format and '6-sheet' sized digital screens and interactive digital screens across the centres. This will enable increased engagement with consumers through touch screen and interactive technology which engage all five senses and allows occupiers to understand their customers better through advertising and product placement. The Meadowhall screens will also have bespoke design features that will reflect the distinct districts being delivered as part of the centre's substantial £60m internal refurbishment which is due for completion by the end of 2017. Chris Pelekanou, Commercial Director for Clear Channel UK, said “We're delighted to be working with British Land on the digital transformation of advertising across its nationwide retail portfolio. Building on our long-standing partnership in Meadowhall and Drake Circus, the introduction of digital screens will provide flexible, dynamic advertising for brands, and unforgettable media experiences.”
from the corporate affairs commission of Nigeria, the body responsible for the registration of companies in Nigeria. A team from the company is due in the country by November.
The digital transformation of British Land's in-centre retail advertising forms part of Clear Channel's ongoing investment in smart technology. The new network of screens will run on Play iQ, Clear Channel's product management platform.
CONTINUE FROM PAGE 25 to try the new technology. "Facebook Live man playing the accordion and another personalized advertising to outdoor displays. brings people together in real time for doing tricks with a yo-yo.
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Yahoo patent could bring targeting and tracking capabilities to out-ofhome (OOH) advertising. The recently updated patentdescribes a method of real-time advertising in public spaces. Rather than rely on personalization used in online advertising , the model uses "grouplization," which Yahoo's investors describe as advertising content based on aggregate representation of the target audience gathered from real-time events. "Using image recognition techniques, information about the makes and models of the vehicles could be used to further inform the selection of advertisements by including real-time information that correlates with demographic characteristics of at least some of the target audience," according to the patent. The ads could be delivered through ad exchanges or through direct relationships and deals with ad partners, per the patent. This advertising model also offers three methods to measure engagement. The first relies on sensor data associated with a
A second spot, opening with a video of an LGBTQ rally, urges users to use Facebook Live to share their opinions and experiences. "Now you are not alone," concludes the voiceover. "Your friends are to listen." In an effort to get its 1.7 million members to t h e r e use the live-stream service, the social media company is kicking off a multiplatform "We designed our campaign to reflect the campaign featuring tutorial-style ads that authenticity of Facebook Live," said Briggs. encourage users to apply the feature to "The ads highlight all kinds of moments share their talents, experiences and captured on Facebook Live: the everyday, the exciting and the quirky. Every day at opinions with friends. The campaign, created by Facebook's in- Facebook we work to make the world more house agency, The Factory, will include open and connected, and we hope this social vingettes, two 30-second spots for TV campaign helps people more easily share and social, and out-of-home ads for buses, their experiences with others." bus shelters and digital billboards. The The out-of-home ads are customized to campaign is split into two phases. The first where they are running. For example, a bus phase concentrates on awareness and will ad details the four steps users need to follow air this Sunday in the UK and on Monday in to go live with the prompt, "How to go live the US. The second phase, called "Tutorial," when you're not on this awesome tour bus, but still want to give an awesome tour." will launch Monday, Nov. 7. Facebook's CMO Gary Briggs said in a According to Briggs, since its launch last Facebook post that the campaign aims to April, there have been live broadcasts from educate and inspire people to try the new all seven continents and even from space. technology. "Facebook Live brings people And since May, the number of people together in real time for moments both silly broadcasting live each minute has swelled a n d s i g n i f i ca nt . I t ' s a u t h e nt i c a n d to four times the original numbers of users. interactive, and it helps you share your "We've seen that people comment more experience in the moment with people you than 10 times more on Facebook Live videos than on regular videos," said Briggs care about," he said. Both TV ads use videos from real Facebook Live posts shot on phones, a lot of animated YAHOO PATENT BRINGS ONLINE AD emojis, and offer step-by-step instructions TARGETING TO BILLBOARDS on how to start live streaming. One commercial encourages users to share ..............‌. a smart billboard that would use their "hidden talents" with the world, microphones, cameras and other sensors to showcasing videos of a woman juggling, a b r i n g moments both silly and significant. It's authentic and interactive, and it helps you share your experience in the moment with people you care about," he said.
public advertising display or billboard. It would measure engagement by identifying that a specific number of individuals were in a position to view the advertising content. In that case the placement of that content could be considered successful. Another measurement possibility would infer from sensor data that one or more individuals slowed down, paused, or interacted with the advertising content. The technology would report a "conversion events for which the advertiser would be charged." In a third example, the demographic information of an audience can be derived from sensor data and correlated with a particular time of day and one or more days of the week. This information can be used by, for example, a publisher to market that advertising channel to advertisers or as the basis for demonstrating that a particular demographic was successfully delivered to a particular advertiser.
EVENTS SEPTEMBER 2016
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