Real World July 2014
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This document provides an overview of developments in the out-of-home advertising industry. It discusses how formats are converging due to new technologies and consumer behaviors. It also summarizes key players in the UK out-of-home market, their major assets and investments. Additionally, it provides data on industry revenue trends and top spending categories/advertisers in out-of-home advertising in the UK.
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Real World July 2014
- 1. 10/07/2014 The Real World July 2014
- 3. We Live in a Changing World Formats are converging OOH Connectivity is high There is increasing global mobility… New technologies are continually emerging Businesses and markets are converging or fragmenting People expect to do anything, anywhere Media is not only bought, but earned and owned Data is the new raw material
- 4. We are Posters Laptops Tablets Duty Free / Retail Media & Assets Owned OOH (e.g. buildings or jet bridges) Networked Video ScreensContent Physical Experiences (sampling) Experiential Stands / Zones Platforms Apps & Games Commerce & Coupons Mobile etc Data Technology Ads People & Places Services / Utilities (e.g. wifi) re-defining Out-of-Home as an ecosystem
- 6. Did you know… Seasonal Stats Source: The Telegraph and OCS, 2014
- 7. Did you know… On The Move People remain Source: DfT British social attitudes survey, 2013 reluctant to reduce the amount they travel by plane (only 19% agreed with the statement “I am willing to reduce the amount I travel by plane”)
- 10. OCS in Numbers 6,827 Total sample in UK 6th Version 100,000+ Global respondents 30 Countries OCS is run in 2.5 Number of hours saved by the OCS macro per run 41 Number of OOH formats analysed within OCS %
- 11. Did you know… OCS 43.8% The percentage of those aged 50+ that they would rather go to a high street shop than order goods online (13% more likely than the UK average)
- 12. TouchPoints
- 13. Did you know… TouchPoints On an average Tuesday OOH reaches half of 16-34 adults by 9am
- 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… 30% The percentage of Google searches containing a location component 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 125 The number of NFC transactions in the UK every minute 24m The number of people in the UK who access Facebook on a daily basis – 20m do so via mobile
- 25. And consumer expectation 313,141 The number of Facebook Places check-ins at the O2 Arena- the UK’s number one place to check-in 81% The percentage of smartphone users who access the Internet on their mobile devices 1.5m The number of contactless bus fare payments made in London since December The percentage of UK smartphone penetration 62%
- 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. Social Media Influencing Digital Behaviour: Driving Search Mentions of "gocompare" OR "gocompare.com" OR "go compare" AND "graffiti" OR "poster" OR "billboard" OR "OOH" OR "outdoor" 0 50 100 150 200 250 300 350 400 Chart TitleOOH Popularity – Total Mentions on Twitter – 3,069 over period Influencing Digital Behaviour: Driving Search: Social Media Mentions Date
- 35. Online Controlling The Physical World
- 36. Live Video
- 39. Index of tweets vs. the norm in proximity to posters in Nottingham New Planning Data
- 43. 1999-2014 Media Revenue Media Revenue Growth Source: Aegis Media & WARC 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 (f) 2014 (f) Internet Outdoor Cinema Radio TV Magazines Newspapers Media Year Annualtotalmediaspendin£m
- 44. Media Revenue Q1 2014 OOH Revenue Total 2013 - £989.6m (2.0% YOY)Source: OMC Revenue for 2014 estimated at +3% 0 50 100 150 200 250 300 Q1 Q2 Q3 Q4 £m Quarter 2012 2013 2014 -2.2%
- 45. The top OOH spending categories: May 2014 Top 10 Categories Entertainment and leisure Media Telecoms Food Finance Drink Travel and Transport Motors Government, social & political organisations Retail £52.1m -12.6% £37.2m -16.6% £26.7m 44.5% £26.5m -3.8% £24.9m -5.1% £10.7m -16.3% £10.7m -15.2% £13.5m 63.4% £18.4m -32.7% £22.2m 12.4% Note: Data up to 31st May 2014
- 46. The top OOH spending advertisers: May 2014 Who’s Spending? £10.2m -9.4% £7.6m 122.5% £6.0m 49.1% £5.8m 241.7% £5.3m -0.7% £4.5m 16.4% £4.6m 1031.2% £5.0m 4.9% £5.1m -22.8% £5.3m 94.4% Note: Data up to 31st May 2014
- 47. Spend by OOH format: May 2014 Spend Trends- Roadside £3.3m -36.4% Misc. £21.0m 28.3% Digital6s £106.7m 8.4% 48s £37.7m -15.0% 96s £13.2m -61.9% Specials £3.3m -65.8% Note: Data up to 31st May 2014
- 48. Spend by OOH format: May 2014 Spend Trends- Transport £35.8m 2.4% £19.0m -13.3% £17.2m -8.2% £24.5m 50.6% Note: Data up to 31st May 2014
- 49. 31% 23% 21% 8% 17% Consolidated Market Place Others Est. Market share based on revenue
- 50. Roadside, rail, malls, supermarkets, airports and experiential Nationwide across environments in all the key cities across the UK Roadside: Continued investment in digital. 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 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 Connected Commuter and Connected Youth ‘Power of Influence’ research and new ‘Business Traveller 2’ insight from JCDecaux Airport JCDecaux is a privately owned French OOH advertising company, founded in 1964 in Lyon with a small business based on street furniture. Reporting €2,676.2 million in revenue in 2013, JCDecaux now operates in more than 55 markets worldwide and is market-leader in the UK jcdecaux.co.uk About JCDecaux Key Areas For Investment Key Formats Geography Proprietary Research + Media where it matters
- 51. Roadside, supermarkets, shopping malls, digital portfolio, Pinnacle Nationwide 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 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 Ngen 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 2013 posted revenues of $2.9bn 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 About Clear Channel Key Areas For Investment Key Formats Geography Proprietary Research + clearchannel.co.uk
- 52. Underground, bus, retail (Westfield Stratford, Westfield London and One New Change), National Rail National with a dominant presence in London 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 work.shop.play and London Worker Planning Tool Part of American-based CBS Corporation, the sale of CBS Outdoor International to LA-based Platinum Equity was announced summer 2013. CBS Outdoor has now rebranded to Exterion Media. About Exterion Outdoor Key Areas For Investment Key Formats Geography Proprietary Research + http://www.exterionmedia.co.uk/
- 53. Roadside, cinema, Glasgow subway National coverage with sites in all major cities across the UK and Glasgow Underground 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 Primemobile, Primedesign, Hitwise, EPOS, Shopwyre, Geofencing Jointly owned by GMT Communications Partners LLP and the Primesight management team, Primesight is a UK- based business which posted turnover of £50.1m in 2011 primesight.co.uk About Primesight Key Areas For Investment Key Formats Geography Proprietary Research + Results are our culture
- 54. Large-format digital, iconic landmark and super-premium banner locations Ocean has a regional footprint that spans the following UK cities: London, Birmingham, Liverpool, Manchester, Leeds and Glasgow 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 The Science Behind the Art of 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 Ocean Outdoor reported revenues of £23.4 million in 2012 About Ocean Outdoor Key Areas For Investment Key Formats Geography Proprietary Research + oceanoutdoor.com
- 56. PSI Opens APAC Headquarters in Singapore
- 57. Posterscope Hires Starcom’s Huber for Comms
- 58. The Art of Outdoor Digital Competition 2014 Opens for Entries
- 59. LoveContent 2014 – Digital OOH Creative Awards Announced
- 60. Andrew Morley Becomes CEO of Clear Channel UK
- 61. JCDecaux Airport Hire Rob Elms
- 62. More Digital Ads Coming to the Top of London Black Cabs
- 63. TfL and Amazon to Install Lockers at Underground Stations
- 64. King’s Cross Named Best Station
- 65. Forrest Media Branches Out In Newcastle
- 66. Questions for the Creatives at Cannes Lions 2014
- 67. AXA Uses EE Mobile Data to Microtarget Outdoor Ads
- 68. Fabulous GAYTMs Win Grand Prix in the Outdoor Lions
- 69. Exterion Media CEO Calls on the OOH Industry to Change
- 70. Clear Channel Outdoor Creates Interactive Football Game at Cannes
- 71. Location Tech and Mobile Map Out Way to Better Business
- 72. WaterAid Launches To be a Girl Appeal with Exterion Media
- 73. Art Everywhere at Cannes
- 74. Outdoor Plus Screens to Show Geoff Shreeves World Cup Tweets
- 75. New Eye-Tracking Tech Aims to Tackle Accountability in OOH
- 76. Top London Shopping Street Installs Beacons in 100 stores
- 77. Tfl and ESPN FC to Display World Cup Updates on London Underground
- 78. Find Out More
- 79. Get in touch with us... Hyperspace portfolio
Hinweis der Redaktion
- 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.
- People remain reluctant to reduce the amount they travel by plane (19% agreed with the statement “I am willing to reduce the amount I travel by plane”) Source: DfT British social attitudes survey, 2013
- 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.
- So for example OCS can allow us to understand consumer shopping habits… Of those aged 50+ 43.8% agree that they would rather go to a high street shop than order goods online, 13% more likely than the UK average. Source: This is Money and OCS, 2014
- On an average Tuesday OOH reaches half of 16-34 adults by 9am (9 hours earlier than VoD services)
- 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.
- 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 Exterion Media 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 total size of 10,000+ members. Vision Critical host the panel on behalf of Exterion Media. Work.shop.play now have an interactive dashboard available here: www.exterionmedia.co.uk/insight Insight for some individual categories is also available through brochures such as The Look Book and Urban Food. The Look Book gives ideas and inspiration around Fashion & Beauty from market trends to purchase journeys for specific fashion segmentations. Urban Food delves deep into city dwellers eating behaviours for all the main meals of breakfast, lunch and dinner to snacking mid-morning, mid-afternoon and in the evening.
- Route, which launched on February 26 2013, 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.
- Route, based on a sample size of 28,000, encompasses all outdoor environments – roadside, bus, Underground and train are already featured, with retail, airport and pedestrian environments to follow soon. Additions such as leisure and taxi audiences are expected to follow in 2015. 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.
- Sources: Science Omega, 12th April 2013 http://www.thinkwithgoogle.com http://www.thinkwithgoogle.com Media Week, 14th August 2013 Evening Standard, 3rd June 2013 LoveUK Google Insight Business Insider, October 2012 Evening 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’s TapPoint™ 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
- Monarch ‘Always-on’ Posterscope and Carat’s latest campaign for Monarch features an ‘always-on’ approach on a live network of landmark DOOH screens in priority regions – Manchester, Birmingham and Leeds. The sites are enabled with LIVEPOSTER capability to display immediate copy updates, allowing the Monarch team to react instantly to sales data, competitor activity, flight and weather information, current affairs and locally relevant news stories.
- 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.
- Centre Parcs Uses Virtual Reality in New Out of Home Campaign Holiday park company, Centre Parcs, is set to stage a takeover of Waterloo station, which will use virtual reality technology and digital screens to promote its latest UK village at Woburn Forest in Bedfordshire. The campaign, which runs from 9-13 June will deliver a 360 degree experience for commuters, who will be invited to use an Oculus Rift headset and be transported to the zip wire and high ropes course through virtual reality footage filmed at the Woburn village. There will be a second experiential zone demonstrating a take on the archery experience with physical bows firing virtual arrows on to screens with the chance to win £1,000 worth of vouchers for the leader at the end of the week. Center Parcs will also be displaying consumer-generated tweets and photos on the Motion@Waterloo screen as part of a competition to win a £2,000 family break. Center Parcs worked with Walker Media, Posterscope, psLIVE, Brothers&Sisters and JCDecaux to develop the campaign. Via: The Drum
- Dreamworks and 20th Century Fox Fly Giant Dragon Over London to Promote How to Train Your Dragon Two 20th Century Fox and Dreamworks Animation have flown a giant dragon kite through London’s Tower Bridge as part of a marketing campaign for new film How to Train Your Dragon 2. The kite, which measured 54ft from head to toe with a wingspan of 36ft – bigger than a London double decker bus – followed the Thames from its launch point in North Greenwich, using a high speed rib boat to pull the kite through the draw bridges of Tower Bridge. The film, released in cinemas on 11 July, is an animated action-comedy starring Jay Baruchel, Gerard Butler and Cate Blanchett. The dragon kite stunt was planned and executed by experiential marketing agency psLIVE. Via: The Drum
- During a fictional graffiti billboard campaign promoting the demise of Gio Compario, 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 consideration Create a unique & authentic graffiti campaign in OOH Tactical Planning: Avoiding quality backlit and scrolling formats by selecting undesirable locations, increasing authenticity of the creative.
- 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.
- Quarter 1 declines 2.2% to £206.8m Transport and Retail environments both up Digital up 10% to £47.4m Eight quarters of the last ten have shown growth On the 28 April, The Outdoor Media Centre (OMC), the trade body for outdoor media owners, announced total revenues for January to March 2014. For the quarter, the headline total reported across all outdoor is £206.8m, which represents a decline of 2.2% year on year. Digital revenues amounted to £47.4m, up 10% year on year to record its biggest ever Quarter One. Digital accounted for 23% of the total. “It’s been a mixed quarter, with two environments up and one down,” commented Mike Baker, CEO of the Outdoor Media Centre. “Revenues in the transport and retail/leisure sectors both moved ahead, but this was offset by a decline in the roadside market. Even within roadside, however, the small format 6 sheet component was up substantially. We have now seen growth in eight out of the last ten quarters, so the momentum is with outdoor as more advertisers find a need for strong creative imagery strategically placed in the active space where 88% of shopping still takes place.” Categories which spent significantly more in the quarter on outdoor than last year include drink, clothing, computers, food, electronics, finance, and government. The top 10 advertisers in the quarter according to Nielsen were British Sky Broadcasting, ITV, Lloyds Bank, Twentieth Century Fox, Department Of Health, Kentucky Fried Chicken, Vodafone, McDonald’s, EE, and Unilever. The importance of outdoor was underscored by the WARC Expenditure forecast published today, which reported that, of the major media, only internet, TV and outdoor showed growth in 2013.
- May 2014 Sector 2014 2013 %difference Entertainment and Leisure £52.1m £59.6m -12.6% Telecoms £37.2m £44.5m -16.6% Food £26.7m £18.4m 44.5% Finance £26.5m £27.5m -3.8% Drink £24.9m £26.3m -5.1% Travel and Transport £22.2m £19.7m 12.4% Motors £18.4m £27.4m -32.7% Govt/social/political organisation £13.5m £8.3m 63.4% Retail £10.7m £12.7m -15.2% Media £10.7m £12.8m -16.3% Other £39.0m £43.6m -10.6% Overall market £281.8m £300.7m -6.3% Overall the market is down 6%... (data up to 31st May 2014)
- 2014 2013 YOY 6 sheets £106.7m £98.5m 8.4% 48 sheets £37.7m £44.4m -15.0% Specials £3.3m £9.8m -65.8% 96 sheets £13.2m £34.7m -61.9% Large Digital £21.0m £16.4m 28.3% Miscellaneous sizes £3.3m £5.2m -36.4% Total £185.3m £208.9m -11.3% (data up to 31st May 2014)
- Strapline: Engaging audiences About: Part of American-based CBS Corporation, the sale of CBS Outdoor International to LA-based Platinum Equity was announced summer 2013. CBS Outdoor has now rebranded to Exterion Media. Key formats: Underground: 96, 48, 16, 6, 4 Sheets, LEPs, TCPs, DEPs, LCDs, XTPs Bus: T-Sides, Supersides, Streetliners, Bus Interior Panels Retail: LCDs, Large format LEDs in Westfield London and Stratford and One New Change Rail: 48, 16, 6, 4 Sheets, LCDs Geography: London If 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. National Bus: 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 UK National 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 assets Illuminated New Bus For London Kings Cross digital escalator panels expansion Performance 48s National Rail – all National Rail 48 sheets will be dry posted and skinned by October. Birmingham Express – Roadside digital panel Increasing retail offering Research Exterion Media’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 areas The 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 http://www.exterionmedia.co.uk/insight/ where you can tap into this rich stream of info. http://www.exterionmedia.co.uk/
- Posterscope has appointed Starcom MediaVest Group marketing and communications director Gill Huber to the newly created post of group communications director. She will lead communications strategy across the out-of-home company’s three brands, Posterscope UK, PSI and psLive. Huber spent 11 years at Starcom rising to her current role from her current position from her post as business director at the agency. Prior to Starcom she worked at OMD and BBJ. Huber said: “Posterscope UK, PSI and psLive are delivering some of the most exciting, game-changing campaigns across the globe, so aligning communications across each brand will be vital as the group enters its next phase of growth.” Annie Rickard, chief executive of Posterscope, said: “This newly created role marks the next stage in Posterscope’s evolution. Gill’s extensive experience aligning media and communications strategy across multiple markets makes her an invaluable leader as we grow our global footprint.” Huber will join Posterscope in August. Via: M&M Global
- BrightMove Media has announced plans to extend its London taxi network to 700 digital screens on top of 350 black cabs in the capital. The rollout of the technology will begin in September, culminating in the introduction of 400 new screens by the 1 October 2014, with a total of 700 screens being introduced by the end of the year. The top of cab service offers real-time, geo-targeted digital advertising. The latest GPS positioning technology enables brands to target specific groups of people at different times of the day – for example, “up-market shoppers” or “evening commuters”. The network is backed by a centralised media platform that allows real-time monitoring of the network, and enables campaign management and detailed reporting for brands. BrightMove’s moving media platform is the only Transport for London-approved product of its kind currently on the road. Since its launch in June 2013, BrightMove Media has run more than 20 campaigns, and displayed more than 50 million ads, for a range of London-based brands, including ‘Mamma Mia’, ‘Billy Elliot’, Pepsi, Cadbury, MasterCard and Hotel Tonight. BrightMove Media also reaches geographic areas that other out-of-home platforms cannot reach, such as the City of London. Via: Brand Republic
- Forrest Media, Scotland’s biggest OOH inventory owner, has announced that its latest site will be in Newcastle, seeing the continuation of the company’s sizeable expansion into the north of England. The site, which goes live in September, is dubbed ‘CityScreen Newcastle Central’ and will be a giant LED screen, measuring 14m x 3.5m (50sq m). Forrest can now claim ownership of not only the largest digital screen in the North East but one of the busiest, with nearly 3 million motorists passing the site every month. Via: Forrest Media
- AXA used multiple strands of location-based data alongside EE’s data on outdoor smartphone usage to microtarget ads to potential consumers. The insurance firm says the “game-changing” approach to planning out-of-home advertising will reach decision makers for SMEs, a typically difficult group to reach, by identifying ‘hotspots’ of mobile usage near poster sites. Brands including Lenovo and British Gas have been trailling the technique since the start of the year in partnership with Posterscope in an attempt to understand how mobile devices can pep up the performance of outdoor campaigns. AXA’s effort, which uses multiple location based data, is being served at scale. Target areas are initially being established by merging AXA’s own postcode records of SMEs together with industry statistics sourced from the Inter Departmental Business Register to form a map of potential areas. It is then overlaid with insights from Posterscope’s audience panel, data from industry planning tool Route and EE’s mData unit – which tracks the mobile usage habits of audience groups – to identify the most relevant locations before skewing ad placements to mobile hotspots. AXA says the approach opens the opportunity to identify target audiences through the business contracts EE hold – where by there is less than 10 contacts on the contract – allowing them to infer it’s an SME. Additionally, it can now drill further down into evaluating metrics such as awareness building and sales. Chris Jones, head of brand and online at AXA UK, says the Havas-planned initiative is part of a wider play to adopt more innovative ways of targeting consumers through data and insight. It brings into sharp focus a paradigm shift across the outdoor advertising industry whereby brands are using data to target people more effectively by proximity in real-time. Lenovo ran a two-week promotion for its Yoga Pro 2 tablet in March to reach people in areas where they were actively researching gadget purchases on their smarpthones. Outdoor ads pushed to those hotspots sparked a 200 per cent increase in both ad awareness and purchases consideration, Lenovo claims. Online searches jumped by 150 per cent, the business adds. Via: Marketing Week
- A colourful gay pride campaign from Australia that turned ATMs into GAYTMs earned WhybinTBWA the Grand Prix in the Outdoor Lions contest in Cannes. The campaign, done for ANZ Bank’s sponsorship of this year’s Sydney Gay and Lesbian Mardi Gras, involved bejeweling each unique GAYTM by hand in rhinestones, sequins, studs, leather, denim and fur, “turning the day-to-day activity of withdrawing money into a fabulous experience,” the agency said in its release at the time. “From unicorns and drag queens to rainbows and tattoos, each GAYTM is a riot of color and textures to celebrate the festival and show ANZ’s support for diversity,” the agency added. The GAYTM screens were also given a makeover to show messages and well-wishes such as “Hello gorgeous” and “Cash out and proud.” They also dispensed rainbow colored receipts. ANZ also donated the ATM operator fees for non-ANZ cardholders from the GAYTMs to non-profit organization Twenty10 for the duration of the campaign. OgilvyOne’s #LookUp billboards for British Airways, which won the Grand Prix in Direct on Monday and was considered a favorite in Outdoor too, won a gold Lion. DDB won for WaterIsLife’s Drinkable Book. Grey won for turning a Manhattan gas station into a Ewing Energies station for the TNT reboot of Dallas.
- Clear Channel Outdoor created an interactive football game to tie in with the World Cup, which was played out on a giant screen during Cannes Lions. The game, called ‘Le Grand Kick’, was powered by mobile interactive technology and played on a digital outdoor rooftop screen, equivalent in size to two double-decker buses, on top of the Grand Hotel in Cannes. Attendees at the Cannes Lions could take a virtual “penalty kick” using their mobile phones to log into the game and swipe their screens to take a shot. The OOH media owner worked with the digital production company Grand Visual as well as the experiential marketing agency CURB to bring the game to the Cannes Festival. The company said the screen is the biggest digital outdoor rooftop screen in the world, standing at 16.8 metres wide by 4.8 metres high, and it is positioned on the roof of the 12-storey Grand Hotel, making it visible across the bay, day and night. ‘Le Grand Kick’ pitted creatives against advertisers and media owners. Clear Channel Outdoor created a live football league to keep track of the results, with the day’s highest scorers appearing on the screen each day. Players could register to play at Clear Channel Outdoor screens placed around the festival and they will also be able to “sign up” for a World Cup qualifying country and compete for a national team. Via: Media Week
- International development charity WaterAid has launched its To be a girl fundraising appeal by unveiling a series of shocking adverts on over 3000 buses throughout the UK, highlighting that for millions of girls living without access to safe water or somewhere to go to the toilet, life is no fairy tale. Working in partnership with Exterion Media, the bus campaign will be seen by an audience of 37 million people over the next two weeks. The campaign highlights how life without access to clean water and toilets is tough for everybody, but the consequences of not having these basic services affect women and girls the most. They often spend hours each day collecting water and are left vulnerable to violence and sexual assault when going to the toilet in the open. WaterAid are aiming to raise £1million through the appeal and the UK Government will match all donations from the UK public, helping to bring safe water and sanitation to over 130,000 girls around the world. WaterAid is also inviting the public to answer what it means to them To be a girl through their interactive online hub www.tobeagirl.org, featuring stories from girls around the world, including Madagascar, India, Uganda, Nepal and Burkina Faso A whole host of celebrities are lending their support for the To be a girl appeal, including Samantha Barks, Ellie Simmonds, Rachel Stevens, Laura Whitmore, Helen Lederer and Suzi Perry. To find out more about WaterAid’s To be a girl appeal, go to www.tobeagirl.org or support the appeal by texting GIRLS to 70300 to donate £3 to WaterAid. Via: Exterion Media
- New eye-tracking technology has been launched in a bid to address the growing issue of accountability in outdoor advertising. Developed by video network CScreens, the technology will for the first time allow advertisers to see how their campaign is performing across a number of out-of-home formats and locations – from billboards to televisions in pubs – showing the number of people looking at an ad, how long they are looking for, their gender and approximate age. The first campaign using the technology is set to run during the World Cup to measure audience engagement across TV screens at live ‘experiential’ events in London, over 330 pubs and 50 five-a-side football centres. Via: MediaTel
- Transport for London (Tfl) has partnered with ESPN’s football website, ESPN FC, to deliver football results to London Underground commuters during the World Cup – marking the first time the transport body has signed a commercial partnership. The partnership will see Tfl and ESPN FC bring news, results and score updates from the games to more than 140 stations via overhead platform boards and 400 service update boards displayed at station entrances. As part of the partnership, which launches on 12 June, ESPN FC will run an advertising campaign on the home page and journey planner section of the Tfl website, as well as experiential activity involving football freestylers at Stratford, Charing Cross and Tottenham Court Road stations later this week. Via: The Drum