CEO Spotlight: Jordi Alba, iWall in Shop, Barcelona

October 28th, 2016

Gail Chiasson, North American Editor

This month we welcome Jordi Alba, CEO, iWall in Shop, Barcelona, Spain,

Jordi Alba1

  1. Please tell us your background and how you got into Out-of- Home.

    First of all, I got a Diploma on audiovisuals, and also in international Marketing and Digital advertising at ESIC Business and Marketing School, and then a Masters in general management at IESE Business School, all in Bacelona.

    My first steps in digital signage were by collaborating with Hewlett Packard in 1996 when digital printing was rocketing. We made a business plan for the following 10 years and we visualized the growth of flat screens remotely controlled by the Internet.

  2. iWall in Shop is in shopping centers across Spain – and why in Peru? Please tell us the company’s history. Who owns it?

    iWall in Shop started in 2009 to empower de TV campaigns at the last minute, at the ‘last mile’, just before purchase time. We now reach 50 shopping centers in Spain, and we started operations in Perú in 2013 because of the growth of the Andean Area, and also because it was a virgin territory in terms of digital screens.

    iWall in shop was founded by myself and with the support of family offices from Madrid and Barcelona.

  3. From what I’ve read, you were planning to expand beyond Peru to other South American countries. Have you done so? If so, where? Are you looking for investment?

    Yes, we are planning to expand along Andean countries but we use our profits to grow the business, so for the moment we don’t need external investment.

  4. You are in at least 50 shopping centres in Spain and 10 in Peru. The two countries have a common language, but what are some of the differences between them in terms of consumer behavior when it comes to engagement with DOOH?

    The main differences are in the use of the shopping centers in LATAM (ie. American countries where the Romance languages dominate). People run their way of life around the malls mainly for safety and to ‘have more at a glance’. It’s all has to do with aspirational wishes.

  5. Beyond shopping mall corridors and food courts, you also do external signs. Are they only at mall entrances, or where?

    Not really. We did some installations, but it is not our core business.

  6. What are the different sizes and shapes of your iWalls and Mini iWalls, and where is each size most used?

    We mostly use 65” for ads and 55” for touch screens.

  7. In Spain, interactivity of all sorts is offered on your DOOH and is apparently very popular. You offer augmented reality, gesture-based, aroma, touch screens and more. Can you tell us about a couple of campaigns that used, eg., aroma and touch?

    We run a lot of campaigns for Carolina Herrera, CK, Paco Rabanne for aroma; and kinder, Nestle, Vueling for interactive; and augmented reality campaigns for all kind of films like Captain America, Frozen and other films.

  8. What is iShapp? Can you give us an example of how it’s used?

    iShapp aims to be a smart app to connect mall consumers with retailers.

  9. Is the Spanish consumer a heavy user of social media? Do you run many campaigns linking social, mobile and DOOH? Can you give us a recent example?

    We ran Vueling and Fanta campaigns whereby users uploaded pictures to the landing page of advertisers so as to participate in a interactive game.

  10. I notice that your screens are also used for wayfinding or as directories. Are they used in this way anywhere except in shopping malls? Please explain.

    Yes, we only use as wayfinding in shopping malls.

  11. How many screens do you have in total? Is advertising sold according to city or mall or chain of malls or nationally? Do your screens carry any content in addition to ads?

    We have 1,200 screens and our advertisers mainly run national campaigns. We don’t carry any additional content.

  12. I see that you are interested in digitizing traditional advertising within companies. Have you started doing that? If so, can you give us an example?

    I actually started digitizing at my old company Smart Impression, which specialized in advertising with large format digital printing on outdoor billboards. in 2003, I started to change some bilboards for digital screens.

  13. Last year, you chose BroadSign for your properties. What made you make that change?

    Its software fits better with our needs.

  14. How long have you been using Quividi for viewer measurement? What details do you get from it? Is it the only measurement system that you use?

    We used Quividi for some weeks and we are testing some different ways to measure the audience.

  15. You have your own creative team. Do many of your advertisers use it? For what, mainly?

    Yes, we have a creative team and we use it to make some proposals and also to adapt content to our screens.

  16. Do you intend to expand to other European countries or just to South America? Or into other verticals such as health or education?

    That’s confidential. I am not looking for other sectors. I am focused on our business model.

  17. How advanced is the Spanish Digital Out-of- Home industry? How and in what areas do you see it progressing between 2016 and 2020?

    Because of the strength of companies like Zara, Mango, and Desigual, among others the market, it is rocketing, so from 2016 to 2020, there will be an explosion of screens, smart screens with ibeacons, WiFi tracking and all sorts of interaction.

The City Briefing: #SmartCities

October 28th, 2016

Russ Curry, Ministry of New Media

In London, on the last day of November, conveniently the day before The DailyDOOH Gala Awards, the Ministry of New Media has another half day event; ‘The City Briefing: Smart Cities‘.

DD_TCB_SmartCities Logo 470

‘The City Briefing: Smart Cities’ takes place 14:00 onwards on Wednesday November 30, 2016 in London in the lecture theatre of the world’s largest law firm, Dentons.

It’s one of our regular City Briefing events.

New @NanoLumens ‘Britomart Towers’

October 28th, 2016

Maddie Cotterill

Demonstrating its ability to extend the performance capabilities of LED visualization solutions as an engaging, immersive, and revenue-generating platform in architecturally-sensitive environments, NanoLumens this week announced the completion of a major new installation in Auckland, New Zealand’s architecturally significant Britomart Transport Centre.

Auckland’s Britomart Transport Centre

The new ‘Britomart Towers’ are a galvanizing pair of premium digital displays that are prominently situated in the busy transportation hub that combines a bus interchange with a railway station in a former Edwardian post office that has been extended with expansive post-modernist architectural elements.

QMS Media New Zealand CEO Wayne Chapman said “More than 35,000 passengers pass through Britomart Station on any given work day, a solid 20% increase over the last year. This passenger growth is only set to continue with the development of the new City Rail Link that will connect through the station. The ‘Britomart Towers’ offer advertisers the impact and flexibility of digital outdoor, with the ability to target a previously hard-to-reach busy rail commuter”.

The Britomart Station towers are comprised of two 6mm NanoSlim portrait-sized displays that are mounted directly to elevator shafts on either side of the main platform exits from the subway. Measuring 2.7m (W) x 4.8m (H), the displays provide a dominant media opportunity to impact 100% of the passengers exiting the busiest metro station in New Zealand. What’s more, the high-resolution displays are configured to provide synchronized content that double the advertising impact within the heavily trafficked commuter environment.

Alan Brydon joins @8OutdoorMedia

October 28th, 2016

Maddie Cotterill

Alan Brydon, previously Chief Executive of Outsmart, is to join 8 Outdoor, the Digital Out of Home advertising business, as Non-Executive Board Director with immediate effect.

Alan Brydon at The DailyDOOH Media Summit, May 2016

Alan Brydon speaking at The DailyDOOH Media Summit, May 2016

8 Outdoor currently has over 30 digital screens live across five cities. We are told that Alan’s appointment coincides with the next phase of 8 Outdoor’s expansion into new formats and cities across the UK.

Cennydd Roberts, CEO of 8 Outdoor told us “The business is focused on delivering outstanding solutions to advertisers, by growing an unrivalled network of roadside, large format digital screens. This will include a massive expansion throughout the UK in 2017, ensuring cost effective routes to a quality audience”.

He added “I am delighted to have a person of Alan’s calibre joining us at 8 Outdoor at such an exciting time for our business. He brings with him 25 years of media experience and commercial knowledge, which will ensure that whilst the company is embarking on this rapid digital expansion programme, we are continuing to challenge ourselves to be industry innovators.”

Alan Brydon also told us “I am delighted to be joining what is already a great team at 8 Outdoor at such an exciting time for the company. The Out of Home industry is in its most exciting time ever, and 8 Outdoor are brilliantly well placed to become the leading company in the digital roadside sector.”

Cennydd Roberts featured in our CEO SPOTLIGHT earlier this year, you can read it offline in print in DOOH INSIGHTS Volume 5 or online here.

Scott Fiaschetti joins Geopath

October 28th, 2016

Maddie Cotterill

Geopath Inc., the not-for-profit organization that generates audience location measurement on behalf of the out of home advertising industry has announced that Scott Fiaschetti has joined the team as SVP, Strategy and Development.

In this newly created role, Scott is responsible for leading the communication of Geopath’s rebrand, fueling adoption of the organization’s offerings, and guiding outreach for existing and future measurement methodologies.

Scott brings a diverse background to Geopath with more than two decades of practice in research, strategy, digital marketing and education. His experience working for both brands and agencies gives him an understanding of the unique needs of all members. Scott’s recent work in the digital advertising space will also provide important insight into how consumer behavior is changing due to the mass adoption of mobile devices and the resulting opportunities available to OOH advertising.

Scott comes to Geopath most recently from Questus, a digital ad agency, where he headed up their Strategy and Analytics practice as VP, Insights and Strategy for the past seven years. He holds an MBA from Syracuse University and a BS in engineering from Clarkson University. He is also a Visiting Associate Professor in Management at the Pratt Institute in New York City since 2001.

For more information on Geopath or membership inquiries, please email or call 212-972-8075.

SITO Mobile Announces Partnership w/ Ayuda[x]

October 27th, 2016

Maddie Cotterill

SITO Mobile Ltd. (NASDAQ: SITO), a leading mobile engagement platform has announced a data partnership with Ayuda Media Systems’ new spin-off Ayuda[x] Inc. to provide real-time mobile location data to advertising agencies and brand marketers making digital out-of-home (DOOH) and mobile media purchases and placements in the US.

This partnership is intended to enrich and extend the respective data assets, targeting capabilities, measurement and audience reach of both companies and is designed to increase revenues for both parties.

SITO Mobile’s owned-and-operated marketing platform provides access to more than 98% of U.S. mobile consumers via more than 200,000 of the most popular apps. Additionally, it feeds approximately 4.5 trillion monthly data points through its machine-learning algorithms – thus continuously improving its location-based audience targeting and real time delivery optimisation.

Andreas Soupliotis, CEO of Ayuda[x] told us “Our continued quest is to enable digital marketers to target a custom audience by understanding geospatial consumer patterns based on various data sources which are ingested by our DOOH ad platform. An important breakthrough is being able to incorporate real-time, location-based, mobile data into this process. By partnering with SITO Mobile, our ad platform will now be driven by SITO’s DMP.”

Ayuda[x] has established the first fully integrated DOOH and mobile ad serving platform that utilizes real-time location data and allows ad inventory purchases to be based on historical and current location data and audience visitation. SITO Mobile will now provide Ayuda[x] with deeper analytics, audience insights and attribution in relation to DOOH campaigns so the company can optimize its DOOH inventory. Additionally, the data will provide the opportunity for broader mobile reach to Ayuda[x]’s DOOH supply-side partners and seamless integration and purchase of DOOH with mobile campaigns to enable cross-screen exposure.

Dynamic Content Across LHR Gateroom Digital Network

October 27th, 2016

Maddie Cotterill

This week JCDecaux Airport have launched an innovative dynamic digital campaign across the Heathrow gateroom DAPs network to provide passengers with useful destination based information.


The dynamic content displays the weather, temperature and time at the flight’s end destination and is triggered to begin running as individual gaterooms are declared open, ensuring the right passengers see content tailored to their destination.

Driven by live data feeds from Heathrow Airport’s flight information API and global weather forecaster, the campaign displays relevant up-to-date information to the influential airport audience.


This campaign showcases the advanced dynamic capabilities of JCDecaux Airport’s digital portfolio and will hopefully encourage more clients to utilize live data streams to enhance their digital campaigns.

With high dwell times and a captive audience the airport provides advertisers the perfect opportunity to engage with passengers on a deeper level through personalised content and live data. Demonstrating the ease and effectiveness of dynamic through this gateroom campaign is consistent with our aim of making all airport digital campaigns ‘dynamic by default’.

The Life’s Good Lounge, @LGCommercial #NYDSW

October 27th, 2016

Russ Curry, Ministry of New Media

There’s a chance to win an OLED TV at the latest event to be added to the growing list of New York Digital Signage Week events.

LG Commercial displays are holding a day long open house at 404 Studios, 404 10th Ave (between 32nd and 33rd St.) New York, NY 10001 on Thursday, October 27, 2016.


The Life’s Good Lounge is open between 7:30am – 10:30am (breakfast provided); 12:00pm – 3:00pm (lunch provided) and there is a happy hour between 4:00pm – 8:00pm

Sponsors include; Peerless-AV, TSI Touch, Signagelive, LG Hausys, Atlona

Registration can be found here.

London To Get the Link Treatment

October 25th, 2016

Adrian J Cotterill, Editor-in-Chief

So, as has been suspected for some time, the evolution of BT’s public payphones in the UK is going to bring digital innovation to the streets of London. – exactly like it has done in New York, mainly because they are using the exact same Link from Intersection.

linkuk-logoBT’s RFP for this technology has reportedly been a bit of a shambles but it has ended up with Alphabet funded Intersection effectively winning with hardware (i.e. the Link) and outdoor media owner business of the moment, Primesight win advertising sales. I am sure there is more detail than that which will no doubt come out in the wash over the ensuing months. Let’s hope BT did some proper due diligence on the Vistar Media software that runs much of the New York Intersection network and realise that it is very unlikely to cope with a huge network and let’s give some thought as to who is going to manufacture these units. Are Civiq Smartscapes (Civiq are part of the CityBridge consortium along with Intersection and those dolts at Qualcomm with the actual ‘contract’ for LinkNYCF) involved at all in this deal and if they are, are they really going to build them in North America and ship them cross the Atlantic, or as would be much more sensible, they do a deal with Amscreen for local builds in Bolton.

The new service is called LinkUK from BT and the usual #SmartCities benefits have been rolled out – sleek, ultramodern kiosks called Links rolled out to major high streets across the capital. Hundreds of users within range of a Link will be able to access free ultrafast Wi-Fi on the move, with speeds of up to 1Gbps – the fastest free public Wi- Fi service available and free UK landline and mobile phone calls, mobile device charging and access to maps, directions and local services.

All of course at no cost to users or taxpayers as they will be funded by those magical revenues from advertising on the Links’ digital displays.

Rajesh Agrawal, London’s Deputy Mayor for Business, said: “I welcome this exciting new addition to London’s streets. Expanding London’s digital infrastructure is a priority for the Mayor, and LinkUK can play a big part in improving connectivity for Londoners and visitors to our city, while reducing street clutter by upgrading and reducing the number of phone boxes. I look forward to working with BT, Intersection and Primesight to see how we can roll LinkUK across the capital, and to explore its future potential. London is already widely regarded as one of the technological capitals of the world but the Mayor is determined to improve connectivity across the city to ensure we maintain that position.”

The plan is that hundreds of BT’s existing phone boxes across the capital will be replaced by the new Links.

Gerry McQuade, CEO, BT Wholesale and Ventures, said “We’re evolving the phone box to make it relevant in the 21st century by offering people ultrafast Wi-Fi and a range of digital and information services entirely for free. London is one of the greatest cities in the world and it’s entirely fitting that it becomes the first UK city to benefit from the Links. But we will be rolling out many more Links to the other great cities across the UK over the coming months as we look to transform the look and functionality of our public payphones.”

As in New York, the new Links will also feature sensors, which can capture real-time data relating to the local environment, including for example, air and noise pollution, outdoor temperature and traffic conditions. This could potentially introduce an exciting new range of smart services to local councils and communities based on the ‘Internet of Things’. In London there is probably no need for the gun-shot detectors so common in North America with public facing #IOT street furniture.


The London newspaper, the Evening Standard who was supposed to break the news, wrote a less than flattering story on the deal (click here to see that in full).

Up to 100 Links are expected to be installed in the London Borough of Camden – with the first ones due to appear in 2017. At least 750 Links will be installed across central London and in major cities across the UK over the next few years.

Dan Doctoroff, Chairman & CEO at Intersection, told us “As a global hub for media and technology, London is the ideal city for Intersection to invest in the expansion of connectivity, digital innovation and our business. LinkUK from BT will bring tremendous benefits to Londoners, visitors, local businesses, and international brands and we look forward to working with our partners, BT and Primesight, to transform this great city’s streetscape.”

As part of the agreement with BT, Primesight will also sell advertising on nearly 17,500 BT payphone kiosks across the UK and super hero man of the moment, Naren Patel, CEO of Primesight, said “Link UK from BT represents an incredible opportunity for advertisers to access a unique and world leading digital Out of Home platform across the UK as we work with BT revolutionising their payphones to meet the demands and opportunities of the 21st century. Our partners at Intersection have designed an incredible product that will offer free UK calls, the fastest public Wi-Fi, a mobile charging station as well as tablet which will provide a host of useful information. The Link unit will help transform the streets and lives of the people in the UK.”

There’s a real danger that there is going to be somewhat of an over-supply of digital inventory in London if people are not careful. Street furniture alone now includes JCdecaux’s Bus Shelters, Clear Channel’s beautiful Amscreen design Adshel units and now the Links.

Whatever we think and whatever you believe, London is certainly the place to be!!

AdMobilize Joins @DPAAorg

October 25th, 2016

Maddie Cotterill

The Digital Place Based Advertising Association (DPAA) announced this week that AdMobilize has joined the rapidly growing association.

AdMobilize provides the digital place-based/digital out-of-home and retail industries with a turnkey and scalable software and hardware platform that includes audience measurement; facial detection and recognition; vehicle detection and recognition; gesture recognition; people counting; demographic analysis including age, gender, emotion; dwell time, and more.

Barry Frey, President & CEO of DPAA told us “It’s been said that location is the new cookie, and AdMobilize’s visual recognition technology really drives home the point by optimizing digital out-of-home screens in terms of serving ad content to consumers and understanding its effectiveness”.

Rodolfo Saccoman, CEO of AdMobilize said, “Joining the DPAA will enable us to expand and strengthen our contacts in the digital place-based/digital out-of-home industry. Barry and his team are doing a great job of elevating the industry’s stature in the video advertising ecosystem and we are proud to now be a part of the effort.”

Membership in DPAA encompasses numerous benefits, including admission to quarterly “mini summit” meetings with ad industry and DPB leaders; access to an extensive database of research, best practices and case studies; tools for planning, training and forecasting; social media amplification; publication discounts; an opportunity to participate in media partnerships as well as the DPAA-Nielsen Service Bureau and DPAA-Nielsen Digital Diploma Series Training Program; insights on software and hardware solutions; further integration into the advertising ecosystem as part of the video everywhere conversation and marketing campaign; and more.