Redefining Out-of-Home in a Changing World
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The Real World is Posterscope's monthly market update featuring up-to-date market facts and figures, latest developments and some great OOH campaigns.
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Redefining Out-of-Home in a Changing World
- 1. The Real World December 2013 04/12/2013
- 3. We Live in a Changing World Data is the new raw material Businesses and markets are converging or fragmenting People expect to do anything, anywhere Media is not only bought, but earned and owned There is increasing global mobility… OOH Connectivity is high Formats are converging New technologies are continually emerging
- 4. Ads Platforms We are re-defining Out-of-Home as an ecosystem Content Experiential Stands / Zones Mobile etc Commerce & Coupons Services / Utilities (e.g. wifi) Posters Networked Video Screens People & Places Owned OOH (e.g. buildings or jet bridges) Technology Laptops Tablets Duty Free / Retail Media & Assets Apps & Games Data Physical Experiences (sampling)
- 6. Seasonal Stats Did you know… Source: CBS Work.Shop.Play 2013
- 7. On The Move Did you know… Source: TfL The London Underground is to run 24 hours a day on Fridays and Saturdays on some lines from 2015.
- 10. OCS in Numbers % 6,836 5th 100,000 Total sample in UK Version Global respondents 2.5 39 Number of hours saved by the OCS macro per run Number of OOH formats analysed within OCS 30 Countries OCS is run in
- 11. OCS Did you know… 73% The percentage of smartphone users that use mobile search when OOH
- 12. TouchPoints
- 13. TouchPoints Did you know… The most active time for instore shopping is 11am
- 20. A pioneering new travel survey
- 21. Measuring audiences whilst OOH
- 22. Revolutionising the way we plan OOH
- 23. We Live in a Convergent World
- 24. Driven by technology… 125 30% 24m The number of NFC transactions in the UK every minute The percentage of Google searches containing a location component The number of people in the UK who access Facebook on a daily basis – 20m do so via mobile Smartphones are critical shopping tools with 95% having researched a product or service on their device 85% The percentage of smartphone users who look for local information on their phone with 81% taking action a result
- 25. And consumer expectation 313,141 The number of Facebook Places check-ins at the O2 Arenathe UK’s number one place to check-in 62% The percentage of UK smartphone penetration 81% 1.5m The percentage of smartphone users who access the Internet on their mobile devices The number of contactless bus fare payments made in London since December
- 26. Gateway to Mobile Content: NFC
- 28. Networked OOH: Public Utility
- 29. Owned OOH
- 30. Owned OOH
- 31. Experiential
- 32. Experiential
- 33. Influencing Digital Behaviour: Driving Search
- 34. Influencing Digital Behaviour: Driving Influencing Digital Behaviour: Search Search: Social Media Driving Social Media Mentions of "gocompare" OR "gocompare.com" OR "go compare" AND "graffiti" OR "poster" OR "billboard" OR "OOH" OR "outdoor" Chart Title OOH 400 350 Mentions 300 250 200 150 100 50 0 Date Popularity – Total Mentions on Twitter – 3,069 over period
- 35. Online Controlling The Physical World
- 36. Live Video
- 39. New Planning Data Index of tweets vs. the norm in proximity to posters in Nottingham
- 41. Integrated Mobile & OOH Planning 270yd When navigating, mobile Ad is served within a 200m proximity to the geo – fenced poster site
- 43. Media Revenue Growth 1999-2014 Media Revenue 18,000 16,000 14,000 Media Annual total media spend in £m 12,000 Internet Outdoor 10,000 Cinema Radio 8,000 TV Magazines 6,000 Newspapers 4,000 2,000 0 1999 2000 2001 2002 2003 2004 2005 2006 2007 Year Source: Aegis Media & WARC 2008 2009 2010 2011 2012 2013 (f) 2014 (f)
- 44. Out-of-Home Remains Stable 300 -4.8% +5.9% 250 +0.1% Revenue for 2014 estimated at +3% £m 200 OOH Revenue 150 2011 2012 2013 100 50 0 Q1 Q2 Q3 Quarter Source: OMC Total 2012 - £970.1m (9.5% YoY) Q4
- 45. Top 10 Categories The top OOH spending categories: Jan-Oct 2013 Entertainment and leisure Telecoms Finance Drink Motors £123.4m 2.5% £103.9m -8.4% £72.4m 51.0% £53.6m -18.0% £45.8m 15.3% Travel and transport Food Computers Media Cosmetics & personal care £36.9m -10.9% £36.8m -27.9% £25.4m 51.5% £24.5m 4.4% £22.5m 14.8%
- 46. Who’s Spending? The top OOH spending advertisers: Jan-Oct 2013 £37.2m 5.8% £18.8m 31.7% £12.8m 76.0% £12.4m 19.8% £11.3m 18.5% £11.2m 46.4% £10.7m -2.3% £9.6m -0.4% £9.6m 80.2% £9.1m 59.3%
- 47. Spend Trends- Roadside Spend by OOH format: Jan-Oct 2013 6s £201m 3.5% 96s £71m -15.7% Misc. Digital £64m 36.9% £10m -36.7% Specials 48s £84m -11.8% £17m -16.2%
- 48. Spend Trends- Transport Spend by OOH format: Jan-Oct 2013 £49m -12% £71m -8% £42m 27% £22m -6%
- 49. Consolidated Market Place Est. Market share based on revenue Others 17% 31% 8% 21% 23%
- 50. Media where it matters About JCDecaux + Key Areas For Investment JCDecaux is a privately owned French OOH advertising company, founded in 1964 in Lyon with a small business based on street furniture. Roadside: Continued investment in digital. Key new digital locations set to launch including The M4 Tower and The Holland Park Tower Reporting €2,623m in revenue in 2012, JCDecaux now operates in 55 markets worldwide and is market-leader in the UK Rail: Waterloo Motion set to launch at Waterloo Station. Continued expansion of Transvision and D6 networks Key Formats Roadside, rail, malls, supermarkets, airports and experiential Retail: M-Vision will expand to further premium malls as D6 network extends and digital investment at Tesco Airport: Digital and high impact media space will be unveiled for Heathrow Terminal 2 launch Experiential: Newly launched division JCDecaux Live is set to expand the multi-environment portfolio further Geography Proprietary Research Nationwide across environments in all the key cities across the UK Connected Commuter and Connected Youth ‘Power of Influence’ research and new ‘Business Traveller 2’ insight from JCDecaux Airport jcdecaux.co.uk
- 51. About Clear Channel + Key Areas For Investment Special builds, digital and interactivity: Part of Clear Channel Communications Inc, the Americanbased global media and entertainment company, CCO was bought out by venture capitalists in 2008 and in 2012 posted revenues of $6.2bn worldwide. Built on the foundations of a national network of bus stop 6 sheets, the UK business has since expanded via an extensive portfolio of iconic, digital and mobile assets Key Formats Roadside, supermarkets, shopping malls, digital portfolio, Pinnacle Storm- Storm is designed to revolutionise premium digital outof-home. It launched with The Chiswick Towers and Cromwell Road Tower, The A40 Power Station and Coventry House at Piccadilly Circus. The portfolio will be further strengthened with the North London Towers Mobile platform- Clear Channel UK and Metro have announced a partnership that will bring free content to commuters at mobile-enabled bus shelters with interactive tags right across the UK Proprietary Research Ngen Geography Nationwide clearchannel.co.uk
- 52. About CBS Outdoor + Key Areas For Investment Part of American-based CBS Corporation, the sale of CBS Outdoor International to LA-based Platinum Equity was announced summer 2013. Increasing digital offering across Rail & London Underground Illuminated New Bus For London Performance 48 sheets National Rail Expansion of retail offering Birmingham Express Roadside digital Key Formats Proprietary Research Underground, bus, retail (Westfield Stratford, Westfield London and One New Change), National Rail work.shop.play and London Worker Planning Tool Geography National with a dominant presence in London cbsoutdoor.co.uk
- 53. Results are our culture About Primesight + Key Areas For Investment Jointly owned by GMT Communications Partners LLP and the Primesight management team, Primesight is a UKbased business which posted turnover of £60m in 2011 HD 48s, HD 96s, backlights, illuminations and illumination enhancement project via LED, digital 6 sheets, DEPs, ongoing audit of panels across the UK, recent improvements to key sites Key Formats Proprietary Research Roadside, cinema, Glasgow subway Primemobile, Primedesign, Hitwise, EPOS, Shopwyre, Geofenci ng Geography National coverage with sites in all major cities across the UK and Glasgow Underground primesight.co.uk
- 54. About Ocean Outdoor A relative newcomer to the OOH scene, launched in 2005 Ocean Outdoor is a boutique, UK-based media company pioneering creativity in digital OOH via an expanding portfolio of large-format, high profile sites In May 2012 a management buyout, backed by LDC Capital, purchased the business from Smedvig Capital for £35m Key Formats Large-format digital, iconic landmark and super-premium banner locations Geography Ocean has a regional footprint that spans the following UK cities: London, Birmingham, Liverpool, Manchester, Leeds and Glasgow oceanoutdoor.com + Key Areas For Investment Ocean practices 'The Art of Outdoor', with every site in the Ocean portfolio having a unique quality and personality The Grid Ocean Labs Regional site expansion Proprietary Research The Science Behind the Art of Outdoor
- 56. Posterscope & EE partner to trial use of mobile data in OOH planning
- 57. Marc Mendoza takes non-exec roles at VCCP and Posterscope
- 58. Posterscope appoints Emily Young as group business director
- 59. Posterscope and PSI scoop 4 awards at COOH Awards 2013
- 60. Posterscope -Best Digital Out of Home Campaign at DailyDOOH Gala Awards
- 61. CBS Outdoor International to rebrand as Exterion Media
- 62. JCDecaux wins Outdoor Sales Team of the Year at the Campaign Media Awards
- 63. JCDecaux and Grosvenor Liverpool Fund switch on Liverpool ONE
- 64. Outdoor Plus expands 'ultra premium' network in London
- 65. WEVE in talks with OOH players to augment outdoor ad spend
- 66. ATLAS Study 2013: Giant Posters – unmissable and effective
- 67. O2, Google & Vodafone sign for launch of MediaCo’s CityLive network
- 68. Find Out More
- 69. Get in touch with us... Hyperspace portfolio
Hinweis der Redaktion
- Welcome to The ‘new-look’ Real World,Posterscope’s Out-of-Home landscape document that covers all the key facts and figures, market dynamics and drivers, revenues, new and relevant media and industry news and understanding the connected consumer.This document is updated on a monthly basis.
- We live in a world changing at dramatic pace… Innovations are changing the way audiences consume media, almost overnight. For example, the iPad has been the most quickly adopted non-phone electronic device ever recorded (source: CNBC / Bernstein Research). Formats are converging... For example, the humble poster is no longer this in a traditional sense… it can be a TV or a website, or a transaction point or a gaming console. Similarly, experiential activity is transforming - combining interactive content, video, mobile and social activation. And of course phone handsets themselves can now do many of these things and more…There is a huge race amongst payment-services brands to dominate the mobile commerce platform. People are increasingly expecting to be able to do anything, anywhere. The content brands are using to communicate to audiences with is also changing – many used to rely largely on a bought media model, but are now increasingly incorporating owned assets in strategies, plus driving earned sharing / exposure. Data is the new gold in identifying exactly where, when and how to engage these audiences. To plan effective multi-market campaigns requires efficient use of a wealth of local, proprietary, 3rd party and client data. Whereas the variety of communication channels that consumers have access to is fragmenting, businesses are increasingly centralising their media planning, ensuring consistency in the way their brands talk to ever-more-mobile audiences. This mobility is on a global scale, by both land and air:51%+ of global citizens already live in cities... by 2050 this will rise to 70% (source: UN World Urbanisation Prospects 2009 Revision)Global airport traffic will rise from just under 5.0bn in 2010 to 6.3bn by 2015 (source: ACI Global Traffic Forecast 2010).
- The world is being transformed by technology, changing how people behave, especially when Out-of-Home…This is evidenced by the way we are having to re-define OOHTraditionally positioned as posters and screens that you can put ads on. Maybe a bit of experiential too.Today’s OOH media infrastructure looks very different...For example, it incorporates all kinds of bespoke placements, exhibition spaces, client owned inventory and BTL retail communications.Plus the technology that consumers use when they are out and about - in principle, a laptop can be just as OOH as a posterAnd there’s a whole range of things that can be layered on top of straight advertising;Services (search, public utility content on screens)Experiential conceptsPlatforms (Facebook, twitter)Content (YouTube, DOOH ‘programming’)Commerce (virtual store posters, downloadable vouchers)Games (on mobile, DOOH or both together)So what we have here is very much a bought, owned and earned OOH ecosystem of media, technology, content and experience, with lots of interconnected and interdependent partsWhat’s interesting about the OOH ecosystem is that it overlaps with other major global ecosystems e.g.;Google (video – YouTube, search, mobile display, Gmail, Google+)Facebook (website, mobile app/site, f-commerce)apple (iPhone, iPad, iTunes, iAds)Amazon (app, website, affiliate)But unlike them, the OOH ecosystem isn’t dominated by any large multi-disciplinary multi-nationalsPosterscope aims to help bring a lot of this together.
- OOH is one of the only forms of media that continues to see audiences grow year after year as we spend more time out of our homes and do different things with our time.
- This section examines how we can understand the connected consumer in greater depth. It encompasses industry and proprietary insight, media owner consumer panels and Route, OOH’s revolutionary audience measurement system.
- OCS is Posterscope’s proprietary consumer surveybased on a representative sample size of over 6,000 adults. It evaluates their OOH activities, their attitudes towards, and opinions of, advertising in different environments, and importantly their typical moods and mindsets in different environments. Available audiences include all the standard demographic groups plus detailed audience segmentation (matching client specific audiences), category enthusiasts, WOM influentials and social and mobile audiences. Typical areas of analysis may include weight of media consumption, travel behaviour, thoughts when travelling, OOH environmental effectiveness, OOH formats noticed, intention to purchase, actions taken in response to OOH advertising, etc.
- OCS is now present in over 30 of the Posterscope network countries with a total of over 100,000 respondents. In the UK the survey is now in its 5th incarnation, has a total sample size of 6,836 and incorporates almost 40 OOH formats in the analysis.
- OCS enables us, for example, to understand how smartphone users interact with OOH which will in turn influence planning decisions.
- IPATouchPoints is a unique, consumer-focused, multi-media database which has been produced in response to the needs of the communications industry, specifically to provide insights into how people use all media. TouchPoints’ Hub Survey provides a detailed view of ‘a week in the life’ of consumer behaviour. Respondents record their activities every waking half hour over a seven day period, giving a unique view of people’s daily lives and how their media usage fits into these patterns. TouchPoints, now in its 4th generation, is a two-pronged system which comprises of an e-diary and a self-completion questionnaire:The e.diary- Active purchasing each half hour. They also ask the respondent to tell themhow much they have spent if they have bought something. This allows them to find out more about purchasing behaviour in general. Where people are when they are buying – how much of it happens online or when they are out and about. Whether major purchases at the point of sale are made when people are with others or when they are alone. And of course to enable them to understand respondent’s media consumption just prior to actual purchase. -At the end of the half hour e.diary questions a screen of 12 emoticons have been added which respondents are asked to click on to reflect their mood state. The Self Completion Questionnaire: - More questions have been added on social networking and use of social media. - The technology section has been revised to reflect the ever changing technology market and questions about use of tablets and e books have been introduced.-In the television section respondents are asked about the platforms they use to watch content including ipads, internet connected televisions and 3D TV sets. -There are also new questions relating to product placement on television for the first time. And the VOD questions have been completely revised and expanded. - For radio respondents are now asked about radio listening via an app with frequency levels. -For newspapers and magazines respondents are now asked about readership via electronic devices for the first time, by title. - The outdoor section has been revised to include more questions about digital screens. - The gaming section has more questions relating to games played on the internet rather than just hand held devices. - The internet section has been radically revised and now includes many more frequency questions in terms of both sites used, activities on the internet and location of use.
- VirtuoCity is a joint insight project between Posterscope and JCDecaux and was voted ‘Best Research Paper’ at the 2012 MRG Conference . It is a four minute driving simulation where research respondents watch video footage that follows a car driving through the suburbs and into the town centre. Specialist laptops measure respondent’s eye-tracking and then recall studies identify the memorability of different OOH advertising variables within the virtual city. These OOH variables included size, orientation, frequency and animation. The brand creatives and poster locations were rotated for different respondents, so the results were based on the advertising variables rather than the creative.VirtuoCity provides great insight into levels of fixation, recall and the ‘engagement index’ for OOH exposure elements.In future months we hope to transfer these learnings from the virtual world into the real world to plan OOH more effectively.
- JCDecaux’s Connected Commuter, run by On Device Research, is a mobile panel of 1,500 rail commuters from London/South East and provides insight across a wide number of categories. Surveys have included finance, supermarkets, fashion, media, travel, motoring and insurance amongst others.In addition to this, in May 2013 JCDecaux launched its Connected Youth research initiative plugging in direct to 1,000 urban mobile-connected 15-24 year olds and enabling advertisers and agencies access to their opinions, habits and lifestyle choices. The Connected Youth community, also run through mobile research specialist On Device Research, gives brands up-to-the-minute insight from one of the hardest to access social groups. To further connect with this group JCDecaux have also developed an app to talk to its Connected Youth community on smartphone devices. JCDecaux will deliver short weekly surveys that will ensure advertisers get the information they need, when they need it. JCDecaux will also offer bespoke surveys at the specific request of agencies and advertisers to its Connected Youth community.
- Ngen ,a unique audience insight community,was launched in June 2013.Dixons Store Group and Channel Five are among the brand partners for Clear Channel’s new audience insight community Ngen, which allows Clear Channel and their brand partners to participate in a hosted, two-way dialogue with 400 engaged and connected 18-34 year olds from eight major UK cities. The community will cover a wide range of topics close to the hearts of its participants, creating great insight for this influential audience. Ngen participants are from a tech-savvy generation who are used to documenting their lives through social media and are happy to interact online. Ngen builds on the community’s familiarity with social media to gain a deep insight into who they are, where they go and what they think about the latest hot topics.Run in collaboration with Crowd DNA & Trajectory Partnership, Ngen ran for an initial 18 weeks, alongside two waves of quantitative online research in the summer and autumn of 2013. A dedicated website which can be accessed by Clear Channel and their partners houses insights gained from the research including photography, video, quotes, survey results, analysis and third party literature.A full report will be released in early 2014 capturing all aspects of the project.
- work.shop.play is an online research panel consisting of people aged 16+ who work, shop and play in the UK’s urban areas. It quickly provides up to date research and insight into the urban audience’s opinions, mindsets and behaviours, which can be used by CBS Outdoor to generate valuable audience insight and help shape clients products, services and communications. Weekly studies are run to generate behavioural, motivational and product usage insights about our audience. To ensure panel members are kept engaged and consistently feeling part of ‘The Urban Community’ – an interactive platform has been built, hosting a programme of rewards and benefits in order to incentivise participation.The panel is nationally representative with an up-weight to account for London audiences, and a predicted total size of 10,000+ members by the end of 2012. Vision Critical host the panel on behalf of CBS Outdoor.
- Route, which launched on February 26, replacing Postar, is OOH’s revolutionary new audience measurement system enabling greater targeting across more environments than ever before. It incorporates the latest measurement technology and covers all major formats – which acts as a catalyst to allow OOH to be truly accountable in this increasingly multi-media, multi-platform world.£19m was invested in the research which took 4 years in the making.
- The research study, undertaken by IpsosMediaCT and MGE Data, combines several elements: - The largest ever GPS travel survey with a fieldwork sample of 28,000 people, who each carried a GPS meter for nine days revealing how people move around as they live day-to-day. In total 19 billion GPS records were read to date and will increase by 3.3 billion every year.- A mapped network of all the pathways in the country (including tube stations, retail mall precincts, and all types of roads) to which traffic flows and audience numbers have been affixed – the Traffic Intensity Model (TIM).- Also from the TIM, the realistic opportunity to see (ROTS) has been calculated- Pioneering eye-tracking studies gauge the likelihood to see (LTS) factor of the various types of display. The research accounts for scale, orientation and distance. It also calibrates properties such as movement and illumination.
- Route, based on a sample size of 28,000, encompasses all outdoor environments – airports, buses, London Underground, National Rail, pedestrian shopping precincts, shopping malls, supermarket exteriors and all roadside frames. These environments will be added in stages – the launch data includes 360,000 frames for road, bus and tube. It is designed around hyper-local geography allowing you to select from 24 conurbations or the 14 BARB areas.
- With the release of Route there is a significant opportunity around the use of the data, as it can be the catalyst for the industry to behave in a very different way. Route is not a planning or optimisation tool, (more a detailed reporting tool) but as investing underwriters, Posterscope (along with Kinetic, Rapport, CBS, JCDecaux, Clear Channel and Primesight) have unique access to the ‘raw’ IPSOS data files (which includes all the recorded information for the 28,000 respondents in the GPS travel survey and the full frame universe database together with all of the visibility characteristics that contribute to the audience delivery). In addition we have the gold standard algorithmic code that is the basis for the outputs from the collected data. This dataset is a crucial element in our development of a unique proprietary planning tool, and trading by audience.
- Sources:Science Omega, 12th April 2013http://www.thinkwithgoogle.comhttp://www.thinkwithgoogle.comMedia Week, 14th August 2013Evening Standard, 3rd June 2013LoveUKGoogle InsightBusiness Insider, October 2012Evening Standard, 3rd June 2013
- Sources:Science Omega, 12th April 2013http://www.thinkwithgoogle.comhttp://www.thinkwithgoogle.comMedia Week, 14th August 2013Evening Standard, 3rd June 2013LoveUKGoogle InsightBusiness Insider, October 2012Evening Standard, 3rd June 2013
- Examples of convergent OOH campaigns….March 2013 saw the launch of Posterscope, Proxama and Clear Channel’s latest OOH campaign for KFC. Utilising over 400 of Clear Channel’s NFC-enabled UK outdoor media sites, the campaign promoted KFC’s Hot Shots Box Meal and encouraged consumers to tap or scan for directions to their closest restaurant.All OOH site locations were stored on Proxama’sTapPoint™ platform. Tapping the NFC tag assigned to the panel redirected the consumer to a Google Maps page; this identified all of the KFC restaurant’s within their vicinity and provided them with walking directions to their closest one.The campaign ran for 2 weeks across the UK and gathered a lot of attention from passers-by. Many consumers interacted with the campaign via NFC and QR. Highlights included:- 60+ interactions per day-3rd most interacted phone was NFC-enabled-3rd of all campaign interactions were via NFC
- The vast majority of global digital screens are internet connected (excluding China, where content updates are largely conducted physically). This enables content to be changed quickly and cost-effectively, plus allows advertisers to optimise activity in real-time, based on variables such as sales, search etc. Optimisation can involve anything from creative content featured, to airing location / time / day etc. Thus screens can be used reactively and tactically. Content can be redistributed from other digital sources – allowing for integration with other bought / owned / earned digital media and new data feeds, plus enabling a variety of other interactive and content-sharing options.LIVEPOSTER allows us to broadcast dynamic real time advertising to digital out of home screens. UK jobsite reed.co.uk is launched a digital out-of-home campaign featuring live vacancies as they are posted to the website. The campaign includes national rail and bus shelter ads from JCDecaux and Clear Channel and sits alongside the brands current TV push. Working with LIVEPOSTER, the out-of-home push features reed.co.uk’s ‘Love Mondays’ messaging, originally developed by Contagious ContentRead more at http://www.thedrum.com/news/2013/01/24/reedcouk-launch-digital-outdoor-push-liveposter#jTwBVyagCzVKMXP3.99
- Posterscope embedded interactive digital screens in 20 bus shelters around the country to show hyper-local consumer generated reviews on Yell. Users can drill down into more detail to read the full review using the on-screen interface.
- To promote their 123 Current Account and credit card Santander wanted to save the people of Shrewsbury £1 million. They did this by creating a three day event in the heart of the town with experiential staff capturing the combined savings for if everybody switched to the 123 Products. Posterscope assisted with this project by creating new out-of-home displays across the town.
- John Lewis, the official department store of London 2012, wrapped its Oxford Street and Westfield Stratford City stores in spectacular fashion, with branded banners as part of its support for the Games. The Oxford Street store was wrapped with an asymmetric British flag, whilst a banner displaying medals made from items shoppers could buy in store went up at Stratford. The campaign, executed by Posterscope, formed part of a wider campaign targeting both domestic and international tourists while they are around the Olympic venues and travelling across the capital
- To celebrate the upcoming cinema release of TURBO: a high velocity 3-D family comedy about an underdog snail who kicks into overdrive when he miraculously attains the power of super-speed, Twentieth Century Fox and psLIVE built their own racing snail which was unveiled at the spiritual home of all things speedy over the weekend!Festival of Speed audiences were able to meet TURBO in the family area at Goodwood Festival of Speed from July 11th to 14th 2013. Guests were able to rev his engines to trigger the snails amazing light display for the chance to win a ride in the super charged snail. Turbo took part in the Hill Climb on Sunday 14th July 2013 at 13:15.
- British Airways and psLIVE opened a six-day beachside Bank Holiday event in Brighton on Thursday 22 August. The extravaganza, #BABeachside, offered access to a ‘pop up’ Beach Lounge plus a very special experience to dine in the sky. Situated by Hove Lawns on Brighton seafront, each day was themed around a different destination you can fly to from Gatwick with British Airways, starting with Italy and followed by St Lucia, Lanzarote, Morocco, St Kitts and finishing with Mexico. Uniformed British Airways Ambassadors were situated in and around the city centre over the six days handing out 400 sticks of British Airways rock. Each stick gave access to the ‘pop up’ Beach Lounge or for the lucky few, the treat unveiled a very special prize to take a unique ‘flight’ to dine in the sky!
- Online fashion retailer, Very.co.uk, launched a digital ‘window shop’ for the Christmas party season using an empty shop window in Liverpool’s shopping and leisure complex, Liverpool One. The ‘window shop’ incorporated both NFC and QR code functionality which allowed passers-by with smartphones or tablets to scan and shop the collections on the Very.co.uk website. Purchases ordered before 9pm were delivered for free the following day. The windows featured three of Very.co.uk’s key festive trends, Glitz and Glam’, ‘Rock Chic’, and ‘Snow Princess’, which were specially created to appeal to the tastes of Liverpool’s shoppers, based on their typical browsing and purchasing habits with the e-tailer. The campaign was planned and bought by Posterscope and Carat.
- During a fictional graffiti billboard campaign promoting the demise of GioCompario, Twitter saw a huge increase in buzz. OOH was the only live broadcast media during this period proving its power to influence digital behaviour. Brand Objectives:Increase brand considerationCreate a unique & authentic graffiti campaign in OOH Tactical Planning: Avoiding quality backlit and scrolling formats by selecting undesirable locations, increasing authenticity of the creative.
- MINI Fan the Flame. In this campaign, executed by Posterscope Belgium, MINI launched a pretty cool, live streaming social installation at the Brussels Motor Show, featuring the new MINI Countryman. The Countryman was placed on a 15% slope, held only by a thick rope, while a Bunsen burner was placed under the rope and remote rigged to their live streaming app, where each “like” generates you a burst of flame on the rope in real time…Whoever’s ‘burst of flame’ broke the rope and set the MINI Countryman free, got to keep the car.
- Samsung held a live event in Portugal to showcase the capabilities of the Galaxy Note 10.1. An outdoor advertisement featured a remotely-located artist on a two-way digital screen, who was asked to draw caricatures of passersby in real-time.Those who stood in front of the interactive billboard could watch the artist live on the giant screen as he drew their picture. Instead of using paper and a pencil, he was given a Samsung Note 10.1 to create the caricatures.Afterwards, he revealed his drawings to the subjects and the pictures were also posted on Samsung Portugal’s Facebook page.
- Fanta launched a highly interactive OOH campaign to target teenagers, which offered them the chance to physically connect with the brand. Users were encouraged to participate on a range of challenges and games through a targeted national 6s campaign, designed to seamlessly drive consumer engagement with the brand from offline to online. The ‘Fruit Throw’ game, which took place on 10 interactive screens strategically located where teenagers typically socialise, allowed users to play the game directly on screens on roadside bus shelters and shopping malls. The screens also featured a local leader board. Consumers were further encouraged to engage with the brand through Fanta branded bus stops, which were adorned with moveable Fanta stickers. People could take photos of themselves pulling their best ‘Fanta face’ with the stickers and post them on the Fanta Facebook page for a chance to win prizes. In addition, other roadside and mall 6s encouraged teens to take part in challenges, posing with 6s and uploading their photos to Facebook. Created by Posterscope and Publicis.
- Posterscope worked with digital and design agencies Work Club and AllofUs to create the “Window of Intensity” for coffee brand Carte Noire Instinct at Westfield Stratford. A shop window was transformed into a unique sensory experience combining sound and real-time generative visual effects across a five-metre LCD video wall. Using a live HD video feed, motion-tracking technology and Microsoft Kinect, the public see their surroundings transformed through visual effects ranging from immersive colour trails, weather alterations to crystallising patterns, triggered by motion and proximity. The closer the user is to the window the more intense the experience, emulating the intensity inside every tin of Carte Noire.
- As the web becomes increasingly hyper-local and businesses / consumers create more location-based data, there are huge opportunities to use the latter to inform and optimise OOH planning, plus measure effectiveness.Electronic transport tickets, sat navs, loyalty cards, mobile search, mobile wallets, plus numerous websites / mobile apps are just some examples of how technology is being used to create location-specific data trails – all of which have the potential to help determine which OOH sites, day-parts, and creative treatments are most effective for a particular campaign.Location based tweets provide an ideal data set to mine, thus helping us infer which posters may be more effective in influencing a consumers digital behavior. The map shows tweets generated in Nottingham in a 7 day periodThe pins show poster locations, while the color represents the associated index of the volume of tweets (generated in a 200m proximity to the poster). Red pins are the highest indexing posters that people tweet in proximity to.
- Strava is website and mobile application used by runners and cyclists to track runs and rides through GPS. Combining stat tracking with social networking, it provides route rankings, reward badges and timed challenges to its users.The Strava map above shows cycling activity during the night of the Dunwich Dynamo, 20-21 July 2013, when a thousand or so people cycled from London to the Norfolk coast.A snake of light shows the riders gliding through the night, while the bright lights appearing all over the UK and Europe are regular users of the app.This data source provides fascinating location based data trails and helps us identify which roads index highest to target cyclists in the UK, helping us make a more data driven approach to selecting roadside locations to place OOH posters. http://lcc.org.uk/articles/strava-map-shows-hundreds-of-dunwich-dynamo-cycling-trips-from-london-to-the-norfolk-coast
- OOH and mobile display media have a symbiotic relationship: audience, location and recency. However often planned in silos for each channel. Our approach is to integrate planning efforts to these OOH mediums. Right now, the consumer public is acting through their mobile after seeing a poster and vs. the national average the smart phone audience after seeing a poster are twice as likely to: check in, download the app, tweet, visit a brands Facebook page. With Nokia, we are pioneering in this space to test the effectiveness of planning with an integrated approach.
- The internet has seen a huge uplift in the past decade- from almost no revenue in 1999, to becoming the largest advertising media today. This rise has been at the expense of press, with newspapers and magazines seeing dwindling revenue. Those papers which have adapted to online formats have survived whilst local newspapers have suffered. Outdoor, TV and Radio have maintained a similar share of voice across the period.
- The Outdoor Media Centre (OMC), the trade body for outdoor media owners, today announces total revenues for July to September 2013. The headline total reported across all outdoor is £256.1m, which represents a decline of 4.8% year on year. Digital revenues in the quarter amounted to £53.6m, which was 21% of the total. Digital revenue growth was up 3% year on year. Mike Baker, CEO of the Outdoor Media Centre comments: “This quarter was always going to be a big ask, following the +25.4% year on year growth we enjoyed during the Olympic quarter last year. But minus 5% implies an underlying growth of around 10% for each of the last two years in Q3. So we have to be pretty pleased with that. Expenditure has held up as more advertisers continue to find outdoor a sure-fire way to reach the right consumers in the right contexts and the right mindsets. We have momentum.” Categories which spent significantly more in the quarter on Outdoor include Computers, Finance, Games, and Pharmaceuticals. The top 10 advertisers in the quarter according to Nielsen for Q3 were 1. British Sky Broadcasting Ltd £16,230,2022. Samsung (UK) Ltd £7,045,7233. E1 Entertainment UK £5,572,3404. Heineken UK Ltd £4,989,8165. Unilever UK Ltd £4,853,9856. Vodafone Ltd £4,353,6647. Lloyds Bank Plc £4,034,2558. Twentieth Century Fox Film Company £3,958,1439. Asda Stores Ltd £3,740,82910. BT Ltd £3,581,945 In the digital sector, spend was up 3%.Digital growth was concentrated chiefly in the roadside sector, with continued investment especially in the large format sector, which is up 22% year on year. Top spenders in large format digital roadside sites were Halifax, BMW, American Express and Ford.
- January- October 2013 Sector 2013 2012 %difference Entertainment and Leisure £123.4m £120.4m 2.51%Telecoms £103.9m £113.4m -8.38%Finance £72.4m £47.9m 51.02%Drink £53.6m £65.3m -18.00%Motors £45.8m £39.7m 15.32%Travel and Transport £36.9m £41.4m -10.87% Food £36.8m £51.0m -27.93%Computers £25.4m £16.8m 51.52%Media £24.5m £23.5m 4.39%Cosmetics and personal care £22.5m £19.6m 14.75%Other £44.9m £64.3m -30.3%Overall market £630.8m £645.7m -2.30%Overall the market is down 2.30%...
- NB: data is based on individual company as opposed to overall holding company which would show a different ranking. January- October 2013 Advertiser 2013 2012 %difference BSkyB £37.2m £35.2m 5.8%Samsung £18.8m £14.3m 31.7%Unilever £12.8m £7.3m 76.0%Vodafone £12.4m £10.4m 19.8%KFC £11.3m £9.5m 18.5%Twentieth Century Fox £11.2m £7.6m 46.4% Coca Cola £10.7m £11.0m -2.3%Heineken £9.6m £9.7m -0.4%E1 Entertainment £9.6m £5.3m 80.2%Lloyds Bank £9.1m £5.7m 59.3%Top 10 £142.7m £115.9m 23.1%
- 2013 2012 YOY6 sheets £201.2m £194.4m 3.5%48 sheets £83.6m £94.8m -11.8%Specials £17.0m £20.3m -16.2%96 sheets £71.3m £84.6m -15.7%Large Digital £63.8m £46.6m 36.9%Miscellaneous sizes £9.9m £15.6m -36.7%Total £446.8m £456.3m -2.1%
- 2013 2012 YOYTube £70.6m £76.7m -8.0%Airport £42.0m £33.1m 26.9%Bus £49.4m £56.1m -12.0%Rail £22.2m £23.6m -6.1%Taxi £0.00 £0.00 -Total £184.1m £189.5m -2.8%
- Media owner SOVJCDecaux 31%CBS 23%Clear Channel 21%Primesight 8%Others 17%
- Strapline: Media where it mattersAbout:JCDecaux is a privately owned French OOH advertising company, founded in 1964 in Lyon with a small business based on street furniture. Reporting €2,623m in revenue in 2012 JCDecaux now operates in 55 markets worldwide and is market-leader in the UK.Key Formats: Roadside: Large and small-format locations nationwide including The Platinum Collection of premium sites such as the M4 Torch and Old Street Roundabout, national 6-sheets and national StreetTalk phone kiosks.Rail: National networks of large and small format digital and poster sites, key locations such as Euston Motion and immersion zones that deploy wraps and digital screens.Malls: National digital networks across premium malls including the high-profile M-Vision portrait screens and a national digital 6-sheet network.Supermarkets: National 6-sheet networks at ASDA, Tesco, Morrisons and Waitrose.JCDecaux Airport: Digital and high impact media space at Heathrow, Heathrow Express, Aberdeen, Edinburgh, Glasgow, Eurostar at St. Pancras International, London Luton and Eurotunnel.Experiential: JCDecaux Live reaches audiences at multiple locations including Covent Garden and Canary Wharf, London Underground, UK airports, premium malls, national rail stations, student unions and leading venues from ExCel London and the LG Arena to the NEC.Geography: Nationwide across environments in all the key cities across the UKAreas for Investment: Roadside: Continued investment in digital following the digitisation of The Cromwell Road Digital Gateway. Key new digital locations set to launch including The M4 Tower and The Holland Park Tower.Rail: Waterloo Motion set to launch at Waterloo Station. Continued expansion of Transvision and D6 networks.Retail: M-Vision will expand to further premium malls as D6 network extends.Digital investment at Tesco.Airport: JCDecaux Airport will unveil digital and high impact media space for Heathrow Terminal 2 launch.Experiential: Newly launched division JCDecaux Live links experiential to screens in malls and rail stations and is set to expand the multi-environment portfolio further.Research: Exclusive and bespoke insight from JCDecaux’s Connected Commuter and Connected Youth communities.‘Power of Influence’ research and new ‘Business Traveller 2’ insight from JCDecaux Airport.http://www.jcdecaux.co.uk/
- Strapline: Where brands meet peopleAbout:Part of Clear Channel Communications Inc, the American-based global media and entertainment company, CCO was bought out by venture capitalists in 2008 and in 2012 posted revenues of $6.2bn worldwide. Built on the foundations of a national network of bus stop 6 sheets, the UK business has since expanded via an extensive portfolio of iconic, digital and mobile assets.Key formats: 6s (Adshel, Sainsbury’s and shopping malls), 96s, 48s, Connect phone boxes, digital portfolio (D6s, M6 digital portrait tower, socialite, D48s, The Big Screen at the Trafford Centre), pinnacle (backlight 96s, halo mega 6s, banners and tower mega 6s).Clear Channel UK’s expanding digital portfolio includes LD6 in the capital, and desirable environments across the UK. Geography: nationwide Key areas for investment: special builds, digital and interactivity; Storm-Storm is designed to revolutionise premium digital out-of-home. It launched with The Chiswick Towers and Cromwell Road Tower, The A40 Power Station and Coventry House at Piccadilly Circus. The portfolio will be further strengthened with the North London TowersMobile platform- Clear Channel UK and Metro have announced a partnership that will bring free content to commuters at mobile-enabled bus shelters with interactive tags right across the UK. Research: Ngenhttp://www.clearchannel.co.uk/
- Strapline: Engaging audiencesAbout:Part of American-based CBS Corporation, the sale of CBS Outdoor International to LA-based Platinum Equity was announced summer 2013. Key formats:Underground: 96, 48, 16, 6, 4 Sheets, LEPs, TCPs, DEPs, LCDs, XTPsBus: T-Sides, Supersides, Streetliners, Bus Interior PanelsRetail: LCDs, Large format LEDs in Westfield London and Stratford and One New ChangeRail: 48, 16, 6, 4 Sheets, LCDs Geography: LondonIf you want to talk to the influential Londoners, we own London with 80% of panels including London Underground, DLR, London Tram, digital, Buses, National Rail & Westfield.Sole rights to London Underground.Exclusive contractors to Westfield, London, Westfield Stratford & One New Change.NationalBus: 34,000 buses on 12,000 routes travel around the UK’s urban centres daily and 5.2 billion passenger journeys per year in the UKNational Rail: 30% of entire National Rail coverage (100% in Wales, 77% in Scotland, 75% in England).This equates to an annual footfall of 408 million.Key areas for investment Expansion of our National Rail & London Underground digital assetsIlluminated New Bus For LondonKings Cross digital escalator panels expansionPerformance 48s National Rail – all National Rail 48 sheets will be dry posted and skinned by October.Birmingham Express – Roadside digital panelIncreasing retail offering ResearchCBS’s urban audience panel work.shop.play. provides us with weekly insights into the urban audience.It is the largest urban audience online research panel of 10,000 people aged 16-55 from London & other key UK urban areasThe London Worker Planning Tool provides information on all London workers, including the 700,000 who don’t even work in the capital. It is a quantitative study to understand London workers who are drawn to the capital to work, shop and play.Using an online survey of over 3,000 respondents, data has been fused with TGI and Touchpoints to give deeper insight into London workers.We have dashboards hosted at www.cbsoutdoor.co.uk/insight where you can tap into this rich stream of infohttp://www.cbsoutdoor.co.uk/
- Strapline: Results are our cultureAbout:Jointly owned by GMT Communications Partners LLP and the Primesight management team, Primesight is a UK-based business which posted turnover of £60m in 2011. Key formats:6 sheetsRoadside- 9517Cinema- 967Cinema digital- 13148 sheetsRoadside- 5674HD- 197BL- 37369 sheetsRoadside- 416HD- 110BL-63Glasgow subwayDEP- 486 sheets- 152Digital 6 sheets- 20Geography: National coverage with sites in all major cities across the UK and Glasgow UndergroundInvestment:Primesight has spent millions in recent years investing in our estate and portfolio including: HD 48’s, HD 96’sBacklightsIlluminations- i.e. 6 sheets outside key convenience storesIllumination enhancement project via LEDDigital, 6 sheetsDEPs x48Ongoing audit of panels across the UK is continuousRecent improvements have been made to key sites such as Waterloo/ Elephant and CastleProprietary insight: PrimemobilePrimedesignHitwiseEPOSShopwyreGeofencinghttp://www.primesight.co.uk/
- Strapline: The Art of OutdoorAbout:A relative newcomer to the OOH scene, launched in 2005 Ocean Outdoor is a boutique, UK-based media company pioneering creativity in digital OOH via an expanding portfolio of large-format, high profile sites.In May 2012 a management buyout, backed by LDC Capital, purchased the business from Smedvig Capital for £35m.Keyformats: Ocean specialises only in large-format digital (i.e. sites such as Eat Street @ Westfield London), iconic landmark and super-premium banner locations. 50% of Ocean's inventory is traded by day part, hour, minute or even gender.Geography: Oceans has a regional footprint that spans the following UK cities: London, Birmingham, Liverpool, Manchester, Leeds and Glasgow. Key areas for investment: Ocean practices 'The Art of Outdoor', with every site in the Ocean portfolio having a unique quality and personality. The Grid: In September 2013 Ocean launched The Grid the UK's first large format, full-motion, city-centre network. The Grid consists of 7 key digital outdoor locations in London, Birmingham, Liverpool, Manchester, Leeds & Glasgow & has increased Ocean's UK coverage. Ocean Labs: Allows us to test the very latest Out-of-Home innovations such as gender recognition technology, sound showers as well as mobile integrated campaigns. We launched 4 new sites across the regions: Leeds city centre (first exterior DOOH screen in Leeds city centre), Glasgow & Liverpool.Research: The Science Behind the Art of Outdoor In part in response to Route research being launched, we recently commissioned some Neuroscience research that looks into the true impact of Out of Home advertising. Neuroscience identifies the wow factor at the heart of great outdoor. A theoretical model, grounded in neuroscience, says that to get great results, outdoor advertising needs to capture our attention and then engage our emotions. A strong emotional response serves memory encoding, and this is key for any communication, because memory encoding correlates with subsequent purchase behaviours.KEY NEUROSCIENCE LEARNINGS: Neuroscience identifies the Wow factor at the heart of Outdoor. Premium Outdoor sites generate stronger emotions by impacting the right brain.Digital sites offer elevated engagement because our brains are programmed to respond to changes in our environment.Creative, when framed by a premium site, works much harder for the brand.The most iconic sites have a powerful priming effect delivering elevated impact for the campaign beyond the initial viewing.http://www.oceanoutdoor.com/https://vimeo.com/73369556
- Posterscope, has significantly enhanced its market–leading audience insight and campaign planning capabilities by forging a partnership with the UK’s largest mobile network, EE. This unique agreement will see EE provide Posterscope with anonymised and aggregated group level network usage data, that will inform planning and optimise the performance of outdoor advertising campaigns. The tie-up will deliver Posterscope insights on group level movements and location-based digital behaviours on the move, and an understanding of how, when and where mobile devices are used by large groups of people in relation to, and in the proximity of, OOH media sites throughout the country. Future applications will enable agency planners to determine the effect that exposure to OOH media at specific locations has on mobile web actions, and to capture data on journey patterns, areas of residence and locations visited by particular audiences. So, for example, it would make it possible to pinpoint hotspots of sports or film usage, and design campaign plans accordingly. This new data will be incorporated into Posterscope’s own recently launched ‘Planner’ app, an innovative and sophisticated operating system that combines and interprets mass volumes of audience data to optimise the effectiveness and efficiency of campaigns. This tool was primarily developed to leverage access to the raw data within Route – the OOH industry’s audience measurement system – but also integrates data from a variety of other sources. Posterscope is currently signing up launch advertisers with newly optimised campaigns running from November 2013. James Davies, Chief Strategy Officer at Posterscope, said: “We are incredibly excited to be working with EE on this groundbreaking initiative which takes OOH media site location selection to a whole new level. Our Planner app gives us the ability to apply EE’s mobile usage hotspot data to our clients’ campaigns.” “This data will allow us to offer high levels of granularity and accuracy in planning and targeting client campaigns. It will also provide us with an unrivalled understanding and insight of the behaviour of audience groups in the out-of-home environment, and their journey to digital platforms. “We now have enhanced data sources - from our own OCS study, to Route and EE. However, only through the efficient organisation, interpretation and application of this data can true value be derived for our clients, and Posterscope Planner app delivers this.” Chris Gobby, Head of mData at EE, said: “mData has the ability to provide unique insights in application to the planning of OOH advertising – ultimately enhancing customer and client experience. We are delighted to be working with Posterscope on this exciting application of our network analytics and our unique ability to define hot spots of mobile usage.”
- Marc Mendoza, the former chairman and chief executive of Havas Media, has returned to the fray with non-executive board roles at VCCP Media and Posterscope.Mendoza becomes non-executive chairman of VCCP Media, which launched in 2012 and is led by founder and managing director Paul Mead.The agency has handled more than £20m of new business wins in its first full year of trading, including Laithwaites, McLaren, Worldpay and Royal London. Mead, who started the business as VCCP Search, in 2006, said: "Securing someone with Marc’s experience and talent is a real statement of our media ambitions at VCCP. We believe that the return to full service will be one of the big trends of the next few years and I’m delighted that Marc will be joining the team to help us lead the charge."Mendoza has also taken a vice-chairman role at out-of-home specialist Posterscope. Hired by Posterscope's chief executive, Annie Rickard, he will be involved in all aspects of Posterscope’s structure, talent and product development.Rickard said: "I’ve worked with Marc for a long time and he is a very effective operator. Pragmatic and tough, and with great clarity of vision and high energy levels, the management team and I are all looking forward to Marc bringing a new perspective to OOH in the UK, as well as adding great value to our business."Mendoza stepped down as chairman of Havas Media in September, having spent 27 years in various roles within the Havas Network. He joined the group with the formation of the media department of WCRS in 1986, before going on to help take the organisation into the specialist arena in 1997, as managing director of Mediapolis, which became MPG in 2003. In 2003, he became chief executive of the agency and led it through to its reincarnation as Havas Media last year.
- Emily Young has been named as group business director at Posterscope, returning to the out-of-home (OOH) communications agency where she began her career.Joining from Carat, where she held the role of planning associate director, Young’s role sees her lead a team tasked with delivering innovative and high-quality outdoor advertising campaigns as well as taking overall responsibility for Carat and Vizeum’s OOH brand planning and buying.Of the appointment Glen Wilson, managing director at Posterscope said: “Emily is quite simply one of the outdoor industry’s top talents…Emily has a genuine passion for, and innate understanding of, the outdoor medium and she will be instrumental in integrating our OOH propositions with the efforts of our partner agencies, helping us enhance our ability to meet client needs.”Young added: “Posterscope has a vision for the future for the outdoor medium, unrivalled in the market, so it is very exciting to be able to work with them again…There’s never been a more exciting time to work in OOH, and I believe I can bring a fresh perspective and understanding of our clients’ business needs that I am looking to applying across campaigns.”Young also takes a seat on the board working alongside senior management.
- The COOH Awards 2013 took place on Thurs 21st November at the Montcalm Hotel in London. Posterscope and PSI fared very well winning:Best interactive campaign and chairman of the jury award for MINIBest OOH campaign: Art Everywhere Best experiential campaign: BA beachsideBest international campaign: Aday was awarded a commendationAll in all, not a bad night!For more information: http://www.creativeoutofhomeawards.com/
- The winner of the Best Digital Out of Home Campaign at The DailyDOOH Gala Awards was JCDecaux and Posterscope for the MINI ‘Not Normal’ Campaign on The Cromwell Road Digital Gateway.http://www.dailydooh.com/archives/91058http://www.dailydooh.com/archives/87722
- CBS Outdoor International, a leading out-of-home advertising company is to rebrand as Exterion Media from 21st January 2014. The change follows the acquisition of CBS Outdoor International in September by Platinum Equity, a leading private equity firm specialized in mergers, acquisitions and operations.Antonio Alonso, CEO of CBS Outdoor International, said:“Our new name truly underlines the fact that we are a newly independent business. It signifies the start of an important chapter, not just for us, but also for the impact we will have on the world of out-of-home advertising as a whole.”Over the past four years, CBS Outdoor International has been a media success story. Internationally, sales are tracking mid-single digit up on this time last year. Over the past three years based on total revenue it has outperformed the rest of the out-of-home market in Europe. The partnership with Platinum Equity also brings complementary expertise which is expected to deliver large scale operational and transformational change. This will enable CBS Outdoor International to accelerate the development of the existing portfolio and expand its digital and interactive propositions.Antonio Alonso continued: “Since the transition to new ownership was completed we have continued to show our customers how we can help them engage the audiences they want to reach. We will continue to innovate with new technologies, and to sign more deals.“We will continue to build the business around our positioning of ‘engaging audiences’, which has given us the drive and direction to succeed, and we will be able to develop the business more aggressively. “Working with Platinum Equity we are determined to use our combined strength to drive growth quickly, organically and potentially through smart acquisitions.“Exterion Media, the new name, is distinctive and memorable, and it works in all of our markets. It combines ‘exterior’, that we are experts in outdoor advertising, with a sense of being always active and helping brands engage the audiences they are after. ‘Media’ was chosen deliberately to show that we are not just experts in out-of-home, but the wider media landscape which is constantly changing, not least through some of the ground breaking innovations we are driving. We are very excited to be an independent, standalone business in a thriving sector and looking forward to the next chapter as Exterion Media.“The different components of our logo represent: audiences, our commercial partners – both advertisers & franchise partners and our people, symbolising that the whole is greater than the sum of the individual parts.”According to WARC, (www.warc.com) the marketing intelligence service, out-of-home has been the fastest growing advertising category globally after the internet. WARC predicts 2.8% year on year growth in 2013, rising to 3.7% growth in 2014.
- JCDecauxwon the prestigious award for the Outdoor Sales Team of the Year at the Campaign Media Awards, held on Wednesday 20th November at the London Hilton.Shortlisted companies for the award included: JCDecaux, CBS Outdoor, Clear Channel UK and Ocean Outdoor.The judges were impressed by the clarity of JCDecaux’s vision, ‘To be an inspiration to our audience and to our advertisers’ – which aims to provide rich content and copy, inspiring our audiences and creating a new communications’ channel for advertisers.Following JCDecaux’s APPS strategy comprising Audience, Planning, People and Screen, key successes in 2013 included the linking of screens to the concourse as illustrated by the British Airways’ ‘fly-to-win’ activity, the new flexibility of The Cromwell Road Digital Gateway which can be bought by the day and the ongoing drive to deliver ‘Channel Outdoor’, with tactical, engaging campaigns that reach audiences nationwide.
- Liverpool ONE, the retail and leisure destination at the heart of Liverpool, has turned digital, as part of an advertising partnership between Grosvenor Liverpool Fund and JCDecaux. Launched on November 18, brands can now advertise on a new digital6-sheet network. The 18 screens in the digital network will be strategically located acrossLiverpool ONE, enabling brands to communicate with fashion-conscious audiences shopping during the day and socialising in the evening. For more information visit www.jcdecaux.co.uk
- Outdoor Plus is creating a network of what its dubs "ultra-premium screens" for brands with the digital benefits of immediacy, flexibility and accountability. The five new screens include Cheyne Walk, already live in Chelsea and currently running tactical campaigns for The Football Association, Vogue and Google. Elsewhere, A1 Archway is due to launch in December on one of the main road arterials into the City and Central London and link with the M1 motorway. The high specification, large format digital screen is expected to deliver nearly 400,000 impacts per two weeks.A12 East Cross Route will launch in January 2014 on one of the main routes into Canary Wharf and East London. It’s situated near the Queen Elizabeth Olympic Park and will reach associated sports, event and business audiences with more than 1.3 million adult impressions per two weeks.Chiswick Roundabout (x2 screens) will also launch in January 2014. The dual screens will be situated on the busy Western gateway into London from the M4 and the meeting point of the North and South Circular roads. Steve Atkinson, commercial director at Outdoor Plus, said the screens will add more than 2.5 million "vehicular impacts" every two weeks."For us it’s as much about the delivery as it is the product and these screens enable us to lead flexible campaign planning of DOOH, reaching a high-worth, urbanite and affluent commuter audience." http://www.mediaweek.co.uk/article/1223658/outdoor-plus-expands-ultra-premium-network-london
- Weve, the joint venture company comprising of the UK’s three-largest mobile operators, is working with out-of-home (OOH) media companies to help brands better understand how mobile media can be used to enhance their outdoor ad campaigns. One of the ideas mooted involves sending mobile users an SMS encouraging them to interact with an outdoor screen.The company is understood to be in simultaneous talks with a number of outdoor media agencies, including Aegis’ Posterscope over how mobile and outdoor can be used to augment campaign performance. Meanwhile, Weve is simultaneously working with OOH media owners to offer brands the ability to serve SMS and MMS ads to its base of 17 million mobile users based on their location.This involves using its geolocation technology – WeLocate and WeTarget – to map its customer base’s movement against the footprint of the OOH media networks it is in negotiations with.Sources have told Marketing Week, Weve is currently exploring a number of use cases to enhance the performance of the respective networks, including methodologies to assess the augmented impact of using the pair in tandem. This activity includes potentially serving Weve subscribers with ads if they are in geographic areas containing little or no physical OOH media space available to brands.In addition, Weve is also exploring using its technology to send mobile users SMS and MMS messages when within a specified proximity of an OOH ad unit, which could then encourage them to interact with said screen (see image).Weve was unable to confirm which OOH media agency and OOH network owners it was in contact with by time of publication when approached by Marketing Week, although several sources confirmed multiple discussions are taking place.James Davies, Posterscope UK’s chief strategy officer, says: “There is a natural integration between the two and we’re trying to have three-way conversations [between advertisers, Weve and the OOH networks].“What we want see is the incremental effect of combining the two media types.”Figures released by the Outdoor Media Centre (OMC) last month show UK spend on outdoor media declined 4.8 per cent year on year to £256.1m, during the three months to 30 September.Mike Baker, CEO of the OMC, was quick to highlight this drop in overall revenues was in direct comparison to the Olympics hosted in the UK last year when spend was abnormally high.The figures should be analysed within context, because this dip follows eight periods of consecutive growth, according to Baker.Meanwhile, a further analysis of OMC’s figures shows digital OOH revenues grew three per cent year on year during the period. Digital now accounts for more than a fifth (21 per cent) of all outdoor spend, equating to £53.6m. Last year, Marketing Week revealed how EE and O2-owner Telefonica – two of Weve’s major stakeholders, along with Vodafone – were offering brands insights into consumer behaviour patterns by mining their networks for real-time analytics, such as users’ web browsing habits and location data.
- In the ATLAS Study 2013 blowUP media has been examining the cognition and advertising effect of Giant Posters by means of a simulated drive through the city using eye tracking followed by a surveyGiant Posters score significant points for probability of contact, viewing time and advertising effectA recent study carried out by premium large-format out-of-home specialist blowUP media has concluded it is nearly impossible not to notice Giant Posters when driving through a city. The study, conducted by the Ströer Group subsidiary, also unveiled that the probability of contact for this impactful advertising medium is higher than 70%. The average viewing time of the motifs by passers-by was 3.6 seconds – a duration reached by almost no other advertising medium and which even surpasses figures for ads in newspapers and magazines, which according to neuropsychologist Dr. Christian Scheier is an average of 1.7 seconds. Carolin Baumann, Group Marketing Director of blowUP media, explains:"This study is crucial for the assessment of our large-format advertising medium and the results actually reinforce our experience. Giant Poster advertising provides huge benefits to brands – they receive a higher degree of attention and their sheer size allows for campaign images and messages to be communicated with greater emotion, which in turn leads to a more memorable campaign and a higher probability of purchase. It is therefore clear to see why huge global brands, such as Converse, Tommy Hilfiger and BMW are increasingly turning to Giant Posters.”The study, conducted by blowUP media in conjunction with market research company uniQma, saw 240 participants partake in a virtual drive through a town, with the participants unaware of the subject matter. True-to-original advertising media was integrated into the virtual drive, the distribution and positioning of which corresponded to real-life conditions. Eye tracking was used to record the iris during the virtual drive, enabling the researchers to determine the level of attention Giant Posters can achieve. Computer-assisted surveys were carried out with both the control and test groups following the virtual drive to determine the advertising effect in three key performance areas – awareness, image and impact.Nick Mawditt, Director of Insight and Marketing at Talon Outdoor, said of the study,“It’s great to have some scientific validation of the impact any OOH format can have on people. The findings are a powerful endorsement of the scale and impact offered by Giant Posters and importantly complements the data we are now using from Route in measuring the importance of impact and engagement.” Conclusion: Giant Poster advertising was well remembered, with a significant increase in unaided brand recall when the participants were exposed to them. Brand recall was 27% higher in the test groups compared to the control groups. Recognition: four out of ten participants immediately recognised the test motifs from images after only a single contact during the virtual drive, concluding that large-scale advertising spaces have a measurable effect on awareness. Additionally, the ATLAS study confirms that there is a significant effect on image and impact. The test group participants viewed a brand more positively in comparison to participants from the control group who had not been exposed to the advertising brand. A similar result can also be seen with impact. The relevant set of the target group (selection of brands relevant for purchase) featured a significant increase of those brands that were presented on Giant Posters. These brands were often the participants’ first choice and scored 3.8% higher compared to the control group. The study also concluded that the spontaneous decision between the test brand and that of a competitor (Competitive Brand Preference) was influenced positively on Giant Posters. For more information please contact www.blowup-media.co.uk
- Search giant, Google, Vodafone and O2 are confirmed as first brand advertisers for the launch of CityLive, MediaCo Outdoor and Manchester City Council’s highly-anticipated interactive network of 20 ultra premium digital touchscreens which are located in and around major volume pedestrian areas of Manchester city centre. These advertisers will be launching campaigns from CityLive’s launch week, 4th November 2013. CityLive is a world first in terms of the sheer weight of technology embedded within the units to provide a platform for richer content and engagement between people and brands. Each state-of-the-art unit is fitted with multipoint touch functionality, built-in nfc, WiFi, HD cameras, high-quality directional audio, a live local news and weather data feed, city interactive wayfinding and MediaCoOutdoor’sCityLive Look facial detection system. Along with the CityLive network itself, it is through MediaCoOutdoor’s proprietary data and planning systems and its new dynamic trading and pricing model, aimed to incentivise advertisers and creative agencies to develop interactive campaigns of any duration, that brands can, for the first time, grasp outdoor advertising opportunities based on audience impressions across over 250 different audience types. As part of the CityLive planning system, clients will also be able to access a suite of web-based planning and insight services:• CityLive Plan - an audience optimisation dashboard for clients linked to live availability• CityLive Enhance - a live dashboard from which clients can track audience build as well as interaction data (derived from facial recognition and nfc outputs) so that if required, they can adjust or test different creative during the live campaign• CityLive Report - a post-campaign analysis reporting system for clientsCityLive which is expected to bridge the out of home sector with other media opportunities, will reach over 5.3 million adult impacts per 2 weeks across the streets of Manchester. Richard Blackburn, Commercial Director, MediaCo Outdoor commented:“I’m delighted that such forward-thinking, heavyweight brands as Google, Vodafone and O2 are confirmed as our launch advertisers for CityLive. They understand what CityLive stands for and what it can deliver - greater relevancy for audiences, greater accountability for advertisers. Our commitment to bringing the very latest in digital technology, packed into each interactive touchscreen as well as a smart trading and pricing model marks a massive step forward for the Out-Of-Home market.” For more information visit the MediaCo Outdoor website.
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