Outsmart the new marketing body for the Out of Home (OOH) industry launches.

Outsmart, which launched on the 24th September,  will be led by CEO Alan Brydon and Chairman Mark Craze and will inform, educate and inspire advertisers and agencies to do wonderful things in OOH.
The new marketing body for OOH launches with the website, and is the first port of call for advertisers, planners and creatives to showcase how OOH can be used in even bigger and better ways. The website will also include case studies, research and insight to demonstrate the medium’s core strengths – Impact, Action, Relevance and Creativity.
To prepare for launch, the new company has already created Insight and Effectiveness and Strategy Planning teams. This has resulted in numerous key appointments, including Tim Lumb as Insight and Effectiveness Director, Katie Ingram as Strategy Planning Director and Jo Scully as Assistant Strategy Planning Director.
Collaboration is a key factor in all of Outsmart’s thinking and actions and close working relationships have already been established with partners such as the specialist OOH agencies and their collective body the IPAO, as well as the OOH industry’s gold standard research body, Route.
An early manifestation of this is the OOH Forums, in partnership with the IPAO. The Forums will explore the many benefits of the medium, with the first set to focus on demonstrating its effectiveness.
Over the next 12 months Outsmart will roll out a series of initiatives including new research that help to further unlock the value and effectiveness of OOH, for brands and advertisers to make it a ‘must have’ on every media plan.
Alan Brydon, CEO of Outsmart, said “This is a golden age for OOH and there has never been a better time for the advertising, media and creative industries to utilise the medium. I am thrilled to be leading Outsmart and I am looking forward to helping agencies and brands make the most of the limitless opportunities the medium offers. Technology and consumer behaviour is enhancing the power of OOH and as more people spend more time out and about, in an ever more connected way, there has never been such an exciting time for the medium.”

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.”

Outdoor Media Centre appoints Alan Brydon as chief executive

The Outdoor Media Centre (OMC), the industry body for the out-of-home (OOH) media sector, has appointed Alan Brydon, head of investment at Havas Media Group UK, as its chief executive. Brydon replaces Mike Baker who left the OMC at the end of 2014.
With more than 25 years’ experience in media, the last eight at Havas, Brydon has worked as a media director at Abbott Mead Vickers, and has held senior roles at MEC and MPG. He has also held positions on the media owner side as advertising sales director for the London Evening Standard, and has worked in the private equity sector with Apax Partners.
He joins OMC in a time of transition, as Mark Craze, another former Havas Media leader, is due to replace Naren Patel, the chief executive of Primesight and outgoing chair of the OMC, from next month.
Brydon said: “I am absolutely delighted to be joining the OMC. The OOH medium is already an incredibly effective and powerful choice for advertisers, but it is now entering the most exciting period in its history.
“With all the innovations, developments and opportunities across the next few years, I know that by working with a fully committed and focused OMC, as well as key supporters and out-of-home specialists, I can help take the OOH medium forward, and assist clients and their agencies in using the platform in ever more efficient and effective ways.”
Launched in 2011, the OMC consists of three council members, seven board members and 24 associates. Its job is to market 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.
Patel said: “I am delighted to welcome Alan to the Outdoor Media Centre. He has unrivalled experience in the media sector and has long been a vocal supporter of the outdoor advertising medium. He brings knowledge, passion and a great black book to the OMC.”
Last week, the Outdoor Media Centre announced its record-breaking revenue figures for Q4 2014 and first-time annual billings of above £1 billion on an annual basis for 2014.
Via: Campaignlive

Has JCDecaux chosen the wrong time to abandon its trade body?

JCDecaux’s withdrawal from the Outdoor Media Centre is a surprising turn of events, writes the Posterscope chief executive Annie Rickard

We believe that it is pretty much universally acknowledged that the OMC of recent years hasn’t performed as well as it could and as well as other trade bodies have.
Last week, a major market player declined to join the others in their rapidly evolving plans to rebuild their trade body for the future.
It’s a surprising turn of events for many reasons.
Outdoor media is currently in good shape, so individual media owners could feasibly do their own thing, worry about their own bottom lines and the constituent parts could, by default, add up to a healthy whole.
However, it is indisputable that they would benefit more from having a successful trade body to make the medium more accessible to its users.
Audience currency Route would never have gained respect if players had taken a parochial rather than industry view.
It should be acknowledged that JCDecaux, alongside the other investors, played a major part in Route’s creation and now has a global gold standard in out of home audience measurement they can be proud of.
Maybe it’s not a problem that JCDecaux isn’t involved. After all, other media trade bodies have thrived without apparently important members. Channel 5 isn’t part of commercial TV marketing body Thinkbox and it hasn’t exactly held Thinkbox or its remaining members back.
It’s possible that, in the short term, like someone subtly not pulling their weight in a tug of war team, the absent member benefits from the efforts of others.
But it’s tough to keep that up in the long term and the thought that this might be a rationale for a temporary absence is unpalatable?
So what’s the future for OMC? Will it fade without one of the major industry players or will the remaining constituent parts rally and unite to prove their competitor wrong?
It’s important to realise that these are multi-billion dollar businesses where the (relatively small) investment in getting it right will be paid back many hundreds of times over if it is done properly. The sums required to run the OMC properly are pretty insignificant compared to the potential upside, which makes JCDecaux’s decision all the more puzzling.
Posterscope believes that this turn of events presents a unifying opportunity that the talented remaining members of the OMC will not want to pass up.
There are few shrinking violets in the outdoor business so basic human nature will take over and pugnacity will kick in. We are confident that an enlarged constituency of members drawn from the 50 media owners that make up the medium will unite to go on the offensive.
They will want to create initiatives and messaging that will, in the nicest way possible, force their estranged partner to knock at their door and ask to be readmitted to a party that it appears to have left prematurely.
Whether it will be welcomed with open arms once the others have taken the strain for a year or two will be up to the future munificence of the other members.

This article was first published on

Creative Out of Home Awards 2014 Finalists Revealed

Finalists for the 2014 Creative Out of Home Awards in association with OMC  have been announced with nominations for campaigns by British Airways, Mini UK, McDonald’s and Google all in line for accolades.
The awards, which celebrate creativity on the outdoor media sector, will be announced on 26 November, and will also include campaigns for ESPN, Audi, and PepsiCo.
Categories for the awards include 48 or 96 Sheet Poster, Multi-Platform Campaign, Special Build, Digital Advert and Use of Live Updates.
The winner of the Grand Prix and the Chairman’s Award will also be revealed on the evening at the ceremony in London at the Marriott Grosvenor.
This year’s headline partner is Outdoor Media Centre, while Primesight, Ubiquitous, KBH on Train Media, Rapport, Blow up Media and Verifone Media have also agreed to sponsor.
To see the full list of nominations, visit the Creative Out of Home Awards website.
Posterscope and psLIVE have been nominated for the following:
Digital Campaign
Lurpak #FOODADVENTURES: Posterscope, Carat and Liveposter
Integrated Campaign:
Stella Artois Wimbledon Championship: Posterscope, Vizeum, psLIVE
Very Beauty Tour: psLIVE
Digital Advert:
BA #Lookup: Ogilvy One, Posterscope, Carat
Centre Parcs Woburn Forest: Posterscope
Use of Live Updates:
Tate Britain Welcome to London: Liveposter, Posterscope, Total Media, Ocean Outdoor
Lurpak #FOODADVENTURES: Posterscope, Carat and Liveposter
Turbo- That Snail is Fast: psLIVE

Mike Baker to step down as CEO of the Outdoor Media Centre

Mike Baker, the CEO of outdoor trade association the OMC, has announced that he will step down from his post no later than March 2015, and will wind down his involvement with the trade body from January 2015 onwards.
The news has triggered a strategic review to scope OMC’s future, to be led by Mark Craze, formerly Group CEO of Havas Media.
“I have been developing a media services start-up called Wossname which has been taking more of my time recently,” Baker said in a statement. “Even though my role at OMC is not full time, I am finding it impossible to cover all that the job requires while still giving the start-up its proper care and attention.
“The outdoor sector is in a great place and I have thoroughly enjoyed my time working at the OMC. I will have been nearly five years in the role and I am proud of all the team has achieved.
“The industry continues to grow its share of display advertising, media owners are investing heavily in the future, and advertisers are finding more reasons to include outdoor media on their media plans.”
Baker took over the Outdoor Advertising Association in May 2010, rebranding the trade body as the OMC in January 2011 and giving it a more marketing-led direction. His achievements include the Customer Journey research, Power of 5 programme and the Outdoor Works conference in autumn 2013.
“We are sorry to see Mike go and we thank him for his contribution,” said Naren Patel, CEO of Primesight and chairman of the OMC.
“The out of home industry is well placed to benefit from the continued improvement in the economy. Advertisers continue to rely on Out of Home to achieve cost effective cover, while Digital screens are bringing in new tactical advertising revenue.
“We have very ambitious and exciting goals for OOH and are going to take this opportunity to fully evaluate the role of the OMC.”
Source: MediaTel

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