Real World February 2014
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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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Real World February 2014
- 1. The Real World February 2014 28/02/2014
- 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: Work.Shop.Play panel, August 2013
- 7. On The Move Did you know… Source: Department of Transport, 2014 Latest figures from the Department of Transport show a 2.2% increase in motorway traffic in the last quarter
- 10. OCS in Numbers % 6,827 6th 100,000+ Total sample in UK Version Global respondents 2.5 41 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… 41% The percentage of grocery shoppers that do their top up shopping on a Wednesday
- 12. TouchPoints
- 13. TouchPoints Did you know… Across the average week, in store shopping peaks at 11am & online shopping peaks at 8pm
- 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 Showing Growth 7.2% -4.8% 300 +5.9% 250 +0.1% Revenue for 2014 estimated at +3% 200 £m OOH Revenue 150 2011 2012 2013 100 50 0 Q1 Source: OMC Q2 Quarter Q3 Total 2013 - £989.6m (2.0% YOY) Q4
- 45. Top 10 Categories The top OOH spending categories: Jan 2014 Entertainment and leisure Telecoms Finance Government, so cial & political organisations Travel and transport £10.8m 3.1% £6.6m 12.0% £5.8m 29.2% £5.0m 82.6% £4.4m 27.2% Motors Food Media Computers Business and industrial £3.1m -41.6% £2.2m 2.7% £2.2m 25.5% £1.2m 9.8% £1.2m 78.1% Note: Data up to 31st Jan 2014
- 46. Who’s Spending? The top OOH spending advertisers: Jan 2014 £2.3m 34.4% £2.0m 95.7% £1.3m 376.4% £1.2m 856.2% £1.2m -35.0% £1.2m 20587.5% £1.1m 38.0% £1.1m 5.7% £1.1m 411.8% £1.1m 43.4% Note: Data up to 31st Jan 2014
- 47. Spend Trends- Roadside Spend by OOH format: Jan 2014 6s £18m 31.0% 96s £3m -39.8% Misc. Digital £2m 26.4% £681k 11.9% Specials 48s £6m -18.3% £571k -32.8% Note: Data up to 31st Jan 2014
- 48. Spend Trends- Transport Spend by OOH format: Jan 2014 £3m -18.8% £6m 3.9% £3m -8.1% £5m 84.6% Note: Data up to 31st Jan 2014
- 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 Exterion 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. CBS Outdoor has now rebranded to Exterion Media. 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 http://www.exterionmedia.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. psLIVE’s Think Tank Hits the Streets of London 2/28/2014
- 57. No Olympic blues for outdoor, as sector grows 2% in 2013 2/28/2014
- 58. Posterscope Launches in the Philippines
- 59. Posterscope boosts mobile integration with xAd partnership 2/28/2014
- 60. The Outdoor Media Centre launches Outdoor to the Power of 5 2/28/2014
- 62. The Power of Big 3 2/28/2014
- 63. Redbus Launches New Poster Network Aimed at ‘Elusive’ Teens 2/28/2014
- 64. AOL’s HuffPO partners with Outdoor Plus for news on the move
- 65. Nokia & Ocean Outdoor Use Twitter to Run UK-Wide Game of #iSpy 2/28/2014
- 66. Ocean Becomes Media Partner for Run Hackney Charity Marathon
- 67. Hammerson Partners With NexusEngage to Create Interactive Shop Fronts 2/28/2014
- 68. Look for Longer reaches 10.6m 2/28/2014
- 69. The Clear Idea: A New OOH Offering
- 70. Ocean Outdoor wins legal tussle over The Two Towers trademark 2/28/2014
- 71. Andy Goldsmith joins Primesight as Agency Sales Director
- 72. Clear Channel partner the BMW PGA Championship 2/28/2014
- 73. Time Use Planning for OOH
- 74. My Media Week: James Davies
- 75. Find Out More
- 76. Get in touch with us... Hyperspace portfolio
Hinweis der Redaktion
- Welcome to The 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.
- Posterscope’s Out-of-Home Consumer Survey (OCS) is now present in 30 countries with a total of over 100,000 respondents. In the UK the survey is now in its 6th incarnation, has a total sample size of 6,827 and incorporates over 40 OOH formats in the analysis. Posterscope launched the 6th edition of its OCS research in February 2014. This included many valuable new planning insights particularly around moods and mindsets, grocery shopping and the use of mobile platforms for researching products and services.
- So for example OCS can allow us to understand consumer shopping habits…
- 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.TouchPoints 5 is expected to launch at the end of March 2014.
- 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 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/insightIn addition to this, insight for some individual categories is also available through brochures such as The Look Book and Urban Food.
- 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 – 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.
- 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
- Twentieth Century Fox promoted the launch of its latest film Walking With Dinosaurs in December with an augmented reality experience at Westfield Stratford.Visitors to the shopping centre in east London could become immersed in the world of dinosaurs.During the innovative experiential event, which was unveiled on Monday 16 December and ran until 22 December, visitors could meet and greet the star of the film, Patchi, as well as see and hear the dinos brought to life all around them using augmented reality technology.The project was delivered by psLIVE.
- psLIVE put on a surprise ‘pop up concert’ featuring Lawson within the LGW airport terminals over the Christmas period to promote British Airways.The concept of the gig was to disrupt the airport environment. In order to ensure there was authentic disruption and to genuinely surprise passengers, production elements were designed to blend in with the environment. Staging looked like Christmas presents, positioned around the Christmas trees already in place at the airport and all sound equipment was disguised behind draping.A back drop featuring BA branding and the dedicated hashtag was erected behind the staging to provide clear brand association with the activity.Lawson made their way through the Arrivals Hall together as they played acoustic versions of their hits. Stunned passengers followed the band as they made their way to a stage in the central atrium to continue the gig!A film crew was on site at both terminals to capture the action. The video was featured across the social media channels of both BA and the band and paid for media.
- 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.
- OUTDOOR UP 2% OVER THE OLYMPIC YEARQUARTER 4 GROWS 7% YEAR ON YEAR TO A RECORD £277MFULL YEAR FIGURE NOW £990M, ON THE BRINK OF BREAKING THE BILLION POUND THRESHOLDEIGHT QUARTERS OF THE LAST NINE HAVE SHOWN GROWTH The Outdoor Media Centre (OMC), the trade body for outdoor media owners, announced total revenues for October to December 2013. For the quarter, the headline total reported across all outdoor is £277.3m, which represents growth of 7.2% year on year and is the biggest quarter’s revenue ever reported in the UK. Digital revenues amounted to £64.6m, up 15%, and also recorded its biggest ever quarter. Digital accounted for 23% of the total.Mike Baker, CEO of the Outdoor Media Centre comments: “It’s remarkable to have followed an Olympic spike with further growth. Outdoor is a sure-fire way to reach the right consumers in the active space, the right contexts and the right mindsets, and as a result advertisers are multiplying: we now have 158 million-pound spenders in outdoor, up from 149 last year.”Categories which spent significantly more in the quarter on Outdoor include retail, entertainment, travel, drink, computers, clothing and cosmetics. The top 10 advertisers in the quarter according to Nielsen for Q3 were (in descending order) Samsung, British Sky Broadcasting , Twentieth Century Fox, Lloyds Bank, Vodafone, Warner Bros, Google, Microsoft, Talktalk and Molson Coors. For the year as a whole, revenues were up 2.0% in 2013 and now stand on the brink of breaking the billion-pound mark, at £989.6m. This follows growth of 9.9% in 2012, when Outdoor was the principal media beneficiary of the London 2012 Games. Underpinning the growth has been a continued period of sustained investment by more than a dozen media owners, chiefly in new digital sites. Around £50m is estimated to have been invested in the past year in sites as varied as airports, malls, railway stations, roadside, supermarkets, freestanding units in pedestrian precincts, and an ever expanding array of spectacular large format sites in Britain’s major cities.
- January 2014Sector 2014 2013 %difference Entertainment and Leisure £10.8m £10.5m 3.1%Telecoms £6.6m £5.9m 12.0%Finance £5.8m £4.5m 29.2%Govt/social/political organisation £5.0m £2.7m 82.6%Travel and Transport £4.4m £3.4m 27.2%Motors £3.1m £5.2m -41.6% Food £2.2m £2.2m 2.7%Media £2.2m £1.7m 25.5%Computers £1.2m £1.1m 9.8%Business and Industrial £1.2m £664.0k 78.1%Other £3.7m £6.1m -39.0%Overall market £46.1m £44.0m 4.8%Overall the market is up 4.75%... (data up to 31st January 2014)
- NB: data is based on individual company as opposed to overall holding company which would show a different ranking. January 2014 Advertiser 2014 2013 %difference BSkyB £2.3m £1.7m 34.4%Lloyds Bank £2.0m £995.2k 95.7%Samsung £1.3m £271.8k 376.4%Gov UK £1.2m £126.2k 856.2%Vodafone £1.2m £1.8m -35.0%Peugeot £1.2m £5.6k 20587.5% Dept of Health £1.1m £827.1k 38.0%Twentieth Century Fox £1.1m £1.1m 5.7%Starbucks £1.1m £212.0k 411.8%Universal £1.1m £731.5k 43.4%Top 10 £13.5m £7.8m 73.8% (data up to 31st January 2014)
- 2014 2013 YOY6 sheets £17.5m £13.3m 31.0%48 sheets £5.9m £7.2m -18.3%Specials £570.7k £849.4k -32.8%96 sheets £3.2m £5.4m -39.8%Large Digital £1.7m £1.3m 26.4%Miscellaneous sizes £680.6k £680.4k 11.9%Total £29.5m £28.7m 2.8%(data up to 31st January 2014)
- 2014 2013 YOYTube £5.9m £5.7m 3.9%Airport £2.9m £3.2m -8.1%Bus £3.3m £4.0m -18.8%Rail £4.5m £2.4m 84.6%Taxi £0.00 £0.00 -Total £16.6m £15.3m 8.4%(data up to 31st January 2014)
- Media owner SOVJCDecaux 31%Exterion Media 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. CBS Outdoor has now rebranded to Exterion Media. 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 ResearchExterion 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 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 http://www.exterionmedia.co.uk/insight/ where you can tap into this rich stream of info.http://www.exterionmedia.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
- A decommissioned UN peace-keeping vehicle will roll out to agencies this week!The Think Tank, brought to life by psLive and Tanks A Lot, is a road legal 17.5 tonne piece of military hardware with on-board Wi-Fi and presentation facilities, that can seat up to 10 people, is set to roll out to London agencies this week. Michael Brown, managing director of psLive, commented: “Our clients often ask for unique locations to hold brainstorms, and then are too busy to leave the office! We can take the Think Tank to them… straight through the front door without even opening it!”Click here to read more
- No Olympic blues for outdoor, as sector grows 2% in 2013Ongoing investment in digital outdoor sites has helped the sector to build on the highs of the London 2012 Olympics and achieve unexpected growth of 2% in 2013.New figures compiled by the Outdoor Media Centre (OMC), based on the performance of its industry members, highlight a record quarter four was enough to lift annual revenues by 2% to near the billion-pound mark, at £989.6 million.Between October to December 2013, outdoor advertising generated £277.3m, which represents growth of 7.2% year on year and is the biggest quarterly spend ever reported by outdoor media owners.Media owners, including the biggest players JCDecaux, Clear Channel, Exterion Media and Primesight, particularly benefitted from spend in retail, entertainment, travel, drink, computers, clothing and cosmetics during the Christmas period.The top 10 advertisers in the quarter, according to Nielsen, were (in descending order) Samsung, British Sky Broadcasting , Twentieth Century Fox, Lloyds Bank, Vodafone, Warner Bros, Google, Microsoft, Talktalk and Molson Coors.Digital revenues in the quarter accounted for £64.6m, up 15% year on year. The revenue highs follow continued investment in digital screens that often promise more tailored and flexible ad solutions for brands.Collectively, outdoor media players are believed to have spent more than £50 million on bringing a host of new sites to the market last year.New digital sites of note in 2013 include: Waterloo Station and Heathrow Terminal 2 (JCDecaux); Tesco’s facial detection screens (Amscreen); Chiswick Towers, Cromwell Road and Piccadilly Circus (Clear Channel Storm); Gatwick Airport (Eye),Vauxhall and the A40 (Outdoor Plus), Trinity Leeds shopping centre (Ocean’s The Grid), regional offerings from BlowUP and Signature in Birmingham, Mediaco in Manchester and Forrest in Scotland.The growth in the UK’s outdoor advertising space comes despite the sector being among the biggest media sectors to benefit from the London 2012 Olympics, when ad spend rocketed 10% annually in 2012, and more than 25% in the third quarter during Games.Mike Baker, chief executive of OMC, called it a “remarkable” performance after such an Olympic spike . He added: “Outdoor is a sure-fire way to reach the right consumers in the active space, the right contexts and the right mindsets, and as a result advertisers are multiplying: we now have 158 one million-pound spenders in outdoor, up from 149 last year.”This year, the OMC is attempting to refocus outdoor’s positioning to the advertising community around five core value propositions: Young Urban Mobile audience; The Active Space – where the senses are heightened; Impressions that Last – playing on its visual impact; The Amplification Medium – due to its ability to be a catalyst for other media in terms of reach and branding; and Changing the landscape – physically creates modernity at every turn and provide new opportunities for brands.Via: Brand Republic
- Posterscope Launches in the PhilippinesPosterscope launched in the Philippines this month and will be introducing its suite of media solutions in the market including out-of-home planning, buying and research. Posterscope Philippines will be headquartered in Makati City, and is aiming to transform OOH with technology that will provide consumer centric planning and ROI analytics on OOH properties across the country.Posterscope has an existing Prism suite of tools and Out-of-home Consumer Survey (OCS) system of 3,000 consumers and their attitudes towards OOH across Philippines. The agency hopes to give marketers insight into consumer behaviour, out of home, which can be specifically targeted.The new office, which joins a global network present in 27 countries, will be led by VinayGoel as General Manager, Posterscope Philippines. Mr Goel was working with Posterscope in India since 2008 as Senior Business Director.Via: Asia media Journal
- Posterscope boosts mobile integration with xAd partnershipPosterscope has followed its recent partnerships with Proxama and EE by inking a fresh deal with xAd in a bid to strengthen its mobile related proposition.The multi-territory partnership seeks to encourage and enable closer integration between location-based mobile display and OOH advertising, increasing the effectiveness of campaigns.Using xAd’s consumer location technology Posterscope will be able to facilitate geo-targeted display ads to mobile users who are in or near targeted OOH media locations, enhancing consumer branding at optimal times and locations as well as engaging consumers with contextually relevant ads right in the palm of their hands.xAd’s Store Visitation Lift (SVL) measurement product will also enable tracking of actual in-store visitations following OOH and mobile ad exposure, allowing Posterscope to measure campaign performance and ROI. Later this year xAd and Posterscope intend to launch their real world retargeting initiative currently operational in the US, which unlike traditional geo-targeting looks to reach users based on their location and behaviours.James Davies, chief strategy officer at Posterscope, commented: “Our partnership with xAd will help our planners and clients accelerate their understanding of how best to derive increased communications value by combining physical and mobile location based media in a highly accountable way. Mobile is a key strategic focus for Posterscope and we believe that our approach will help drive growth within both the mobile and OOH sectors.”xAd CEO, Dipanshu Sharma, added: “We’re looking forward to working with Posterscope in the UK, following our successful roll-out of the partnership in the US last year…The UK partnership will enable us to continue our success together, delivering advanced, highly-integrated solutions on a truly global scale.”In addition to the xAd deal Posterscope UK has also announced the appointment of Ben Milne as head of innovation, joining the UK operation from his current role as MD of Posterscope China. The new role sees Milne ensuring Posterscope’s output pushes the boundaries and incorporates the agency’s ecosystem approach to OOH planning; Milne will also take a seat on the board working alongside senior management.Via: The Drum
- The Outdoor Media Centre launches Outdoor to the Power of 5The Outdoor Media Centre announced the launch of its new value proposition “Outdoor to the Power of 5”. This is a crystallisation of five specific benefits of the outdoor medium to advertisers.Mike Baker, CEO of the Outdoor Media Centre, the trade body for outdoor media owners explains:“Effectively we are saying that there are five things we do really well as a medium. These benefits work together as a collective to make outdoor advertising a uniquely effective and contemporary medium for advertisers, delivering real impact and sales effectiveness.”A series of design icons support the five points, and these also appear in a motion graphic to be found at www.outdoor5.co.uk. The Power of 5 is a mnemonic to help planners call the outdoor medium’s key advantages to mind. Young Urban Mobile audience. The people you reach most with Outdoor are the people you most want to reach. Young, urban, affluent, connected and mobile consumers are the ones who see the most outdoor advertising, and also the ones who take most action as a result. They are light TV viewers and a ready-made and highly attractive target audience for a wide range of brands.The Active Space. Outdoor is the active space, where the senses are heightened and we take more in than when we are inert at home. The consumer is alert, mobile and in buying mode, phone at hand and wallet in pocket. The active space is a step away from a real world purchase and a nudge away from a virtual one. There are a rich variety of environments for targeting mobile audiences by activity, context, proximity and mind-set.Impressions that Last. The power of visual branding harnesses our most powerful sense, our sight, to leave a memorable visual impact. Outdoor helps brands to make impressions that last longer, not just on the street but in the mind. The best outdoor creative has the capacity to stick with us and can be recreated from memory even years later – think The Economist, Hello Boys, Apple Ipod or Wayne Rooney St George’s cross.The Amplification Medium. Outdoor works as a catalyst for all other media to give your message greater net reach and branding depth. Outdoor and TV achieve the strongest branding effects and featured most prominently at the Cannes Creative Effectiveness Lions. From TGI, we know the outdoor audience confidently influences by word of mouth and social media. More mobile searches are generated by Outdoor ads than other media.Changing the Landscape. Outdoor is at the heart of change, creating modernity at every turn. It is changing the physical, visible, tangible landscape we live in, transforming the look and fabric of cities. But it’s also changing the media landscape and allowing brands to do all sorts of new things with cutting-edge technology, in the interface where consumers engage personally with brands.These 5 benefits of outdoor are to be demonstrated to advertisers and media planners in a series of events to cover the next 12 months. New research and case studies will underpin the proposition. This builds on the recent Outdoor Works conference, which focussed on how outdoor’s advantages drive sales value and effectiveness for advertisers.Outdoor to the Power of 5 has been a collaboration not just between outdoor media owners, via the OMC’s marketing committee, but also participants from among the outdoor specialists, such as David Gordon at Posterscope and Nick Mawditt at Talon Outdoor. It is the first time that the sell side and the buy side have collaborated to forge a new proposition to bring to market.Via: Outdoor Media Centre
- Motion@Waterloo Goes LiveThe UK’s largest indoor advertising screen, Motion@Waterloo, goes live for the very first time at London’s Waterloo railway station today.Motion@Waterloo is a powerful new communications channel at the UK’s busiest station, delivering a captive audience of four million commuters every fortnight. Part of JCDecaux and Network Rail’s vision for the future of rail advertising, it consists of a state-of-the-art, 40 x 3 metre, 6mm pixel, high-definition screen spanning the length of the concourse.Motion@Waterloo is part of a plan targeting the affluent commuter audience in a progressive way across Waterloo, Euston, Victoria and Charing Cross stations. Reaching an audience of two million highly connected commuters, Motion@Waterloo is a key ‘gateway’ to London and the affluent South East.
- The Power of Big 3JCDecaux has unveiled The Power of Big 3 research project, which provides a close analysis of JCDecaux’s core mall digital 6-sheet network and the effect of M-Vision to a campaign’s success.JCDecaux’s key research findings reveal that the mall digital 6-sheet network doubles the spontaneous brand awareness and also increases spontaneous ad awareness by 61%. JCDecaux can also reveal that mall digital 6-sheets increase levels of purchase intent by 47%.The Power of Big 3 also reveals that the addition of M-Vision increases the premium nature of a brand and heightens levels of consideration and recommendation.As part of JCDecaux’s investment in premium digital Outdoor, JCDecaux’s M-Vision screens will become part of a planned network of 43 large-format screens in city centres at malls and train stations, with the national digital 6-sheet network set to rise to 1400 screens across environments in 2014.
- Redbus Launches New Poster Network Aimed at ‘Elusive’ TeensRedbus Media Group, the out-of-home media owner, has launched a new poster network across colleges and higher education institutions nationwide to target ‘elusive’ 16-19 year olds.After first going live in January with a national recruitment campaign for the Royal Navy, the network aims to reach youth audiences through posters displayed in social spaces, such as canteens and common rooms.According to Redbus, teenagers in the UK spend £5.7 billion every year; however remain “difficult and expensive” to reach.The poster network – currently comprising of 100 digital and static poster units across more than 50 sites nationwide – aims to overcome these challenges by appealing to a “broad range of youth-focused brands” – including fashion, film and phone networks.Redbus intends to convert the entire estate to digital over the next 12-18 months in a bid to complement the company’s existing digital poster network, Eighteen-24.Via: MediaTel
- AOL’s HuffPO partners with Outdoor Plus for ‘news on the move’Launching this week, The Huffington Post UK content will be available across Outdoor Plus’ Shopping Centre network with headlines generated via a live RSS feed covering current affairs, sport celebrity and entertainment news.The campaign will comprise 36 full-motion landscape screens across 14 key shopping malls nationwide including Bluewater, Manchester Arndale and the Metrocentre in Newcastle.The partnership will run for three months, which Outdoor Plus calculates to deliver more than 11.5 million “impacts” every two weeks.The tie-up is likely to be a boon for Huffington Post’s nascent native advertising opportunities too, with retailers potentially able to tap into the proximity of the out-of-home sites to shops, in addition to the flexibility a live feeds offers.Huffington Post is expecting native advertising to account for more than a third of ad revenues this year.Isobel Sita-Lumsden, marketing director of AOL UK, said she was “delighted” with the Outdoor Plus partnership.She added: “The campaign will offer shoppers across the country the latest HuffPost headlines while on the move. As a digital news site, we see this as a great example of intelligent use of the medium – providing a dynamic, national outdoor live content campaign that is current, accessible and locally relevant.”Outdoor Plus has been among the pioneers of premium, digital outdoor media since the company was formed in 2006. Collectively, multimillion-pound investments from media owners into new digital sites helped the sector to build on the highs of the London 2012 Olympics and achieve unexpected growth of two per cent in 2013.All Outdoor Plus full-motion, large-format screens are embedded with WiFi for enhanced brand connectivity.Steve Atkinson, commercial director of Outdoor Plus, said he was “thrilled” with the Huffington Post partnership, adding: “I’m confident that this clever use of digital out-of-home technology will further boost the presence of our sites in the UK and also increase consumer engagement with our mall screens. The Huffington Post is the perfect platform to provide consumers with immersive and engaging content.”Via: Brand Republic
- Nokia & Ocean Outdoor Turn to Twitter to Run UK-Wide Game of #iSpy to Promote Lumia 1020Nokia has begun a UK-wide interactive game of I Spy using Twitter and digital outdoor media to promote its Lumia 1020 smart phone.The mobile phone brand is utilising Ocean Outdoor’s digital network of outdoor screens in order to showcases the photographic capabilities of its Lumia 1020.The game will see Twitter users following the #iSpy hash tag invited to guess the names of notable landmarks and sites featured on Ocean’s screens at Eat Street and Westfield Centre.Live tweets will offer a series of clues to pictured locations, taken using the Nokia zoom function, with players able to use their Twitter accounts through their mobile devices to reply with their guesses.Darryl Mckay, global digital marketing manager at Nokia explained: “Our modern take on one of the world’s most popular games is a highly creative and clever way for us to communicate the social functionality and technical innovation of the Nokia 1020. This campaign allows us to put the product in people’s hands at scale, literally showing the zoom.”Head of marketing for Ocean Outdoor, Helen Beacham, added: “It’s a great piece of work which demonstrates the simplicity and ease of using digital outdoor, mobile and social media together to amplify and extend creative campaigns.”Those who guess correctly have the chance of winning a Nokia 1020.Via: The Drum
- Ocean Becomes Media Partner for Run Hackney Charity MarathonOcean is the official media partner for London’s newest charity road race, the inaugural Run Hackney half marathon, which takes place on Sunday, June 22nd.Ocean are working with event organiser, GO2, and their marketing agency Captive Minds to recruit 15,000 runners into the fund-raising event which is central to Hackney Borough’s commitment to create a sustainable Olympics legacy.Run Hackney is a closed-roads race through London’s greenest borough with a route that passes through Hackney Marshes, London Fields and Hackney Downs; as well as famous cultural landmarks such as the Hackney Empire, Broadway Market and Hackney Town Hall. The Olympics legacy will be manifest for runners and spectators alike when the race enters the Queen Elizabeth Olympic Park.Cancer Research UK and East London Community Foundation are the official race charities. Ocean is also taking part to fund raise for its chosen charity, London’s Air Ambulance.Ocean CEO Tim Bleakley says: “Our campaign will focus on raising awareness of the new half marathon in Hackney with London runners who are looking for an opportunity to take part and raise money for their chosen charities. Our premium activity will be supported by a wider online and PR programme to help drive registrations and donations.”To pre register for the race visit http://runhackney.com/
- Hammerson Partners With NexusEngage to Create Interactive Shop FrontsHammerson and NexusEngage have developed an exclusive partnership to deliver digital pop-up windows across Hammerson’s portfolio of UK shopping centres.The pop-up windows have been designed to activate retail units by using touch screens, twitter walls, holographic windows or virtual assistants. NexusEngage has already worked with Hammerson on trial pop-up windows at WestQuay, Union Square, Bullring and The Oracle shopping centres, turning short-term vacant units into an interactive experience for shoppers.The aim is to help brands engage with potential customers to drive sales and increase consumer awareness. Brands such as Nokia, Monster Products, Lenovo and Sky’s NowTV have already achieved uplifts in retail sales using NexusEngage’s short-term pop-up digital concept.Via: OMC
- Exterion Media UK’S Look For Longer 2 Game Reached 10.6 Million PeopleExterion Media UK recently announced the success of its second highly addictive Look for Longer campaign. This year members of the public were invited to provide their own London Underground station clue ideas to create the final image. The game, which appeared on 65 large ‘Look for Longer’ posters in 45 major London Underground stations, proved just as addictive as its predecessor, inspiring 6,124,726 guesses in just four weeks (31st October – 28th November.) The lookforlonger website received 314,896 visits from 165 countries around the world, with users spending on average 44 minutes on the site.Almost one in five players began trying to identify the London Underground stations from the clues after seeing a 48 Sheet advert on the Underground, and nearly half (41 percent) as a result of word of mouth. 28 percent heard about the game through social media, and 36 percent chose to play through their mobile phones. The game was tweeted about more than 10,800 times, reaching over 10.6 million people. Furthermore, 28 percent of all referral traffic to the Look for Longer site came from either Facebook or Twitter.This year the game was harder than ever with 100 station clues, making the task of scoring full marks even tougher. Despite this, more than 5,000 people found all 100 answers and made it into the exclusive #100club on Twitter and were featured on the #100club page.“Given the success of the first Look for Longer game we knew the second instalment had to be even bigger and better. Naturally we wanted to generate curiosity, intrigue and interaction and move Look for Longer on in terms of player participation so the crowdsourcing element was a great way to kick off this year’s campaign.” says Simon Harrington, Marketing Director at Exterion Media UK. “It’s clear from the results that Look for Longer 2 benefited from the combination of traditional outdoor advertising and powerful social media buzz. It is a great example of what can be achieved with a highly interactive campaign that includes a strong call-to-action and enables people to share content and compete with each other online. We’ve been delighted with the results.”Via: Outdoor Media Centre
- The Clear Idea: A New OOH OfferingA new OOH platform, called The Clear Idea, has launched. Clients who have used it include BMW, Barclays, Deezer, Air New Zealand, Mercedes, Cirque du Soleil & more.The audio-visual platform provides a truly memorably brand experience. It is equipped with on-scene lighting, air conditioning, power and high definition speakers. For more information visit: www.theclearidea.com
- Ocean Outdoor win 2 year legal tussle over The Two Towers Lord of the Rings trademarkOcean Outdoor has won the right to name two sets of advertising towers as ‘The Two Towers’; following a protracted two year rights battle with a Hollywood firm which claimed ownership of the phrase made famous in JRR Tolkien’s Lord of the Rings tales.Hollywood rights firm Saul Zaentz had asserted its ownership of the contested title as it currently owns the intellectual property rights to The Lord of the Rings and the Hobbit, leading it to contest that Ocean had infringed its rights.This was rejected by the intellectual property office however; as were separate claims that Ocean had used the name detrimentally to the ‘distinctive character’ of the films.Ocean marketing director Richard Malton, said: “We took on Hollywood and we won,” he says. “We have never tried to pass off our two towers as either Orthanc or Minus Morgul – I’m not sure it would have helped us attract the type of brands that we look to engage with.“We vigorously defended our right to use the Two Towers as a name for our iconic locations and luckily, common sense has prevailed. The irony wasn’t lost on us – the small being pushed around by the big. But as we all know, Frodo wins in the end!”Ocean is now claiming costs against SZC for the time and cost of defending its action.Via: The Drum
- Andy Goldsmith joins Primesight as Agency Sales DirectorPrimesight has announced the appointment of Andy Goldsmith as Agency Sales Director, as reported by The Drum, Output Magazine and M&M Global.Goldsmith takes on the role as leader of the agency sales team to devise and implement the outdoor media owner’s agency sales strategy.As a senior hire, Goldsmith will lead the promotion of Primesight to agencies and advertisers, representing Out of Home advertising and articulating the organisation’s Results Are Our Culture proposition across the industry. His role will focus on bringing Primesight’s client offering to life, highlighting the quality of its site portfolio and showcasing the results of innovative outdoor campaigns.Joining Primesight from Global Radio, Goldsmith previously led the Omnicom team there as Agency Director. Prior to this, he spent ten years at IPC Media, working his way up through various positions to Group Ad Director on Men’s & Music titles.Chris Forrester, Commercial Director, Primesight said, “Developing and maintaining strong relationships across the media industry is intrinsic to our business. Andy is highly experienced in the media landscape and we’re really pleased to have him on board to represent the organisation to senior figures and communicate Primesight’s Results Are Our Culture mentality to the outdoor market.”Andy Goldsmith commented, “The outdoor industry is one that has kept pace with the digital revolution I’ve witnessed throughout my career. Innovation and creativity are key to successful outdoor campaigns and Primesight’s Results Are Our Culture approach highlights how the oldest medium maintains its strong impact on consumers today. I’m really looking forward to representing Primesight in the outdoor market.”Goldsmith begins his new role at the end of January. He will be leading a team of three Business Directors: Nigel Fung, Stephen Rackham and Dan Sharp.
- Clear Channel partner the BMW PGA ChampionshipClear Channel UK has joined forces with the BMW PGA Championship in an exciting new agreement which sees Clear Channel become the Official Media Partner of The European Tour’s flagship event.Stunning creative promoting the forthcoming BMW PGA Championship will be displayed on Clear Channel’s high-profile billboards on key routes into London, including the M3, M4 and M40. Creative will also be displayed on Clear Channel’s LD6 network in central London. The campaign will raise awareness of the event, which runs from 22 – 25 May, and encourages people to attend.Clear Channel will receive extensive benefits associated with the BMW PGA Championship, including branding on key holes around the course and a variety of hospitality opportunities. Clear Channel representatives will also participate in the Pro-Am tournament. The partnership enables Clear Channel to entertain guests and clients from around the world at the only professional golf tournament in the south of England in 2014.Read more
- Time use planning for OOHTime Use Planning is increasingly important in OOH especially when you consider the rise in revenue coming from Digital OOH, which in 2013 accounted for almost 22% of all OOH revenue. So this presentation explores the theme of Time Use and considers relevant Insight, OOH campaigns and creatives that have their foundation based in time use. It also identifies four important factors to consider when planning OOH by time of day such as location, activity, company and mood.To access the presentation click here
- My Media Week: James DaviesThis week, James Davies, chief strategy officer, Posterscope, parties with the mobile community hipsters in NYC (absinthe cupcake, anyone?), prints a new shirt button (duh…3D printers) and affirms his philosophy of always hiring people smarter than yourself.MondayThis week I’m in NYC as I dedicate a portion of my time to helping advance our US operation. My focus is to help export some of the science and innovation in planning from the UK and bring back the latest in ad-tech and mobile from the US.I’m up at 4.45 am and check the weather forecast for New York. It’s minus 16. Great. Double check I’ve packed a selection of hats, given my follicular challenges.A trip to the airport via Cromwell Road where ‘The Lego Movie’ and Land Rover are battling it out, having chosen their respective weapons of Clear Channel backlights and JCDecaux digital screens. In my humble opinion, Lego lost that round, having missed the obvious but surely brilliant opportunity to build giant 3D Lego characters climbing all over their posters. I’d have thought that would have been the easiest creative media sell ever.My daily news routine consists of the email digest of global business news from Quartz on my mobile and Twitter via Flipboard on my iPad. My Top twitter picks include @Paul_Framp, @thenextweb and @lifehacker.Make it to Heathrow with time to spare. I always love using BA’s boarding pass app, especially when followed by someone who has obviously never seen this happen before. Deriving pleasure from this probably makes me a bit of an idiot.After an incredibly productive seven-hour flight, I arrive at our mid-town (isn’t that what they are trying to call Holborn now?) offices in time for my second lunch of the day. This is followed by meetings that include a session at CBS Outdoor USA (they are not part of the new Exterion operation) at which CEO Jeremy Male makes a pleasant surprise appearance. The meeting goes well, which distracts me from the fact that my body clock says its 10.30pm.It’s hard not to feel energised here and the combination of jet lag and trying to cram in as much as possible means it’s always the city that never sleeps for me.TuesdayI’ve chosen convenience over cool for this trip, so I only have a 10-minute walk to work from my hotel.On the way to work, I use mobile augmented reality to find the Starbucks opposite our office, buy a holiday from a nearby NFC enabled poster and get pinged by an i-beacon, which reminds me to buy breakfast. I also pop into Best Buy to spend $75 on an ink cartridge for the 3D printer so that I can print a new shirt button. I consider watching the Lego movie trailer on my phone after seeing an ad in the newspaper, but I don’t bother as it didn’t feature a QR code – an opportunity missed.Today is mostly about internal meetings – and I run a training session on real time digital OOH.WednesdayThings have warmed up a bit versus the forecast, so it’s only minus 10 degrees on the way to work today.My over-scheduled diary causes inevitable chaos and my assistant and I have to rearrange the whole remainder of the week. She thinks it’s hilarious. I think she should probably hit me.Drinks with our senior leadership team in the innovative Pod 51 hotel. Innovative means tiny rooms in this case, but fortunately the bar selection is far from Lilliputian and we have a great time. Apparently they have a really good rooftop garden bar, which we decide not to check out.The snow hits New York. The snow also hits Atlanta, where it apparently doesn’t snow. The TV news teams jump on this opportunity to be extra American and deploy ‘Snow Team 4′ to the streets of Manhattan.I get to check out an hour of TV, to which US marketers are still enormously wedded. It accounts for around 40% of adspend, but watching tonight it’s hard to see why – it’s not all ‘Breaking Bad’ and ‘Modern Family’. The majority is low-rent reality TV, poorly attended live sport and not-funny comedy, plus the local ads are appallingly cheesy.ThursdayToday’s selection of meetings, web-exs, conference calls and Skypes include an update with the UK team on our data partnership with EE. Our pilot, whereby we are using mobile website and app data to optimise OOH location selections, is going brilliantly.The team has been busy uploading batches of m-commerce data into our new proprietary planning application and using its algorithm to work out the most effective applications of the data. Someone once told me to always hire people who are smarter than you and today’s conversation confirms my success in this area.Drinks with our mobile display partners, xAd, tonight. They have built an amazing business in the US through their location-targeting accuracy, self-optimising geofences that shapeshift throughout the campaign, and a measurement panel that assesses real-world actions resulting from mobile and OOH exposures. We’ve recently extended our partnership to cover the UK too.The party in the basement of Chelsea Market populated by NYC’s mobile community is definitely Super-Hipster. Fortunately, I’m wearing my trainers. I get asked for ID on the door, which must be a ploy to make people like me feel good. I vow to avoid the shots, gin lollipops and absinthe cupcakes. I eat an absinthe cupcake. It’s actually very nice.I call a cab using the Uber app and it turns out to be an Escalade, which makes me feel very gangsta rapper.Back at the hotel, I realize I’ve forgotten to eat anything apart from the cupcake and there’s no food in the minibar, so I have a packet of Rolos for dinner and fall into bed.More snow.FridayIt’s a half day in the office before I head back to London. I think I’ll take my kids to see ‘The Lego Movie’ tomorrow…all because of that poster on the Cromwell Road of course.Age: 39Favourite media: Rap music (it’s full of ads which I guess is called earned media)Biggest inspiration: The constant flow of tech entrepreneurs that I get to engage with.Dream job: Judge on the ‘X-Factor Hip Hop’Not a lot of people know this about me… I used to be a pirate radio DJVia: MediaWeek
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