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FEPE Congress gets underway in Sorrento, Italy

The Congress has directed focus on 4 areas — making a case in a digital world; taking the digital revolution out of home; reclaiming the creative crown; making OOH easy to plan, buy and deliver

Published

June 7, 2018

M4G Bureau

The knowledge sessions of the annual FEPE International Congress got underway today in Sorrento, Italy, with FEPE President Tom Goddard making the welcome remarks. The Congress themed as ‘A time to revolution – Together we can earn the right to win’, has directed focus on 4 key areas: (i) Making our case in a digital world; (ii) Taking the digital revolution out of home; (iii) Reclaiming our creative crown; (iv) Making OOH easy to plan, buy and deliver.

It was pointed out that while the global total OOH spends have increased year-on-year from $32 billion in 2013 to $36 billion in 2016, and with forecasted increase to $39 billion in 2018 and $44 billion in 2021, the growth rate year-on-year has not been steady. The growth rate will increase from 3.9% in 2016 to 4% in 2018 and 4.1% in 2019, followed by a decline to 3.% in 2019 and 3.4% in 2021.

Fabricio du Chene de Vera, CEO, IPGDecaux, in his presentation on the OOH market in Italy, pointed out that the OOH share of the total ad spends was 5% in 2017, a picture a lot similar to many other markets.

Milan and Rome accounted for a whopping 63% of the country’s total OOH market.

Interestingly, OOH assets on transport accounted for a high 41% of the total OOH assets in the country, with billboards coming a close second at 38%.

Within the transport segment, buses and tramways OOH assets led the way, with airport media coming a close second.

On the DOOH front, which accounted for 10% of the total OOH pie, digital assets on subways and rail network held a 45% share, with airport digital media accounting for 30% share.