This document provides a May 2013 update on the out-of-home (OOH) advertising industry in the UK. It summarizes key metrics and trends, including that OOH revenue in 2012 was £970.1 million, a 9.5% increase year-over-year. Surveys show increases since 2004 in activities like visiting concerts, theaters, museums and eating out. Digital OOH is growing, now making up 19% of total OOH spending. Major advertisers and categories in OOH are identified. Innovative campaigns and industry awards are also highlighted. The report emphasizes that OOH must adapt to keep pace with emerging technologies and changing consumer behaviors.
The European apparel market is undergoing a period of profound transformation. The impact of Covid-19 sent shockwaves throughout the global economy, dislocating international supply chains and reshaping the way consumers live, work, communicate and shop.
Consumers are asking for tomorrow, today. Hence it is important to engage and understand customers to deliver personalized shopping experiences. The following study from IBM talks about how brands can leverage the power of Big Data and Analytics to optimise and deliver omni-channel retail experiences.
Presentation from 11th Crystal Ball Business Luncheon at CANCHAM (Canadian Chamber of Commerce Vietnam) given by the Ralf Matthaes.
Presentation highlights consumer and economic trends of the passing year (2015) and what we should expect in 2016.
Ralf is a Managing Director of Infocus Mekong Research (IFM): an innovative technology-driven market research agency specializing in mobile, custom & integrated strategic research in Vietnam, Myanmar, Cambodia and Laos region.
« En 2013, le top 25 des marques les plus présentes dans la vie des Belges apporte une nouvelle démonstration de la transformation digitale de notre société », Hugues Rey, CEO, Havas Media Belgique.
La montée des marques digitales (4 dans le top 5) - le maintien des marques locales (7 dans le top 25)
L’analyse du Top 25 des marques les plus présentes dans la vie des Belges (classement basé sur le score d’exposition perçu par les 15-64 ans ) nous confirme qu’une marque sur deux est une marque digitale ou ICT. Mieux, le Top 5 est constitué quasi exclusivement de marques digitales ou technologiques (Google, Microsoft, Facebook et Nokia), à l’exception de Coca-Cola qui se classe quatrième.
Les marques locales se distinguent également, en présentant 7 dans le Top 25 : Belgacom, Côte d’Or, Spa, Proximus, Colruyt et Delhaize.
La même analyse menée sur la cible 15-34 ans nous rappelle que Facebook et Apple sont plus plébiscitées par les jeunes générations. Certaines marques font leurs apparitions ou progressent de façon exemplaire: Kellog’s, Danette, Peageot, Senseo et Garnier. La sentence est malheureusement négative pour Spa et Proximus
This document discusses convenience shopping trends in Vietnam. It finds that Vietnamese consumers want convenience due to busy lifestyles. Common consumer types are students, first jobbers, working moms, and housewives. These groups frequent convenience stores (CVS) and minimarts for quick, affordable meals and snacks. While CVS are more prominent in Ho Chi Minh City, the convenience landscape is more blurred in Hanoi. The document advocates for tailored convenience offerings based on consumer demographics and location.
The European apparel market is undergoing a period of profound transformation. The impact of Covid-19 sent shockwaves throughout the global economy, dislocating international supply chains and reshaping the way consumers live, work, communicate and shop.
Consumers are asking for tomorrow, today. Hence it is important to engage and understand customers to deliver personalized shopping experiences. The following study from IBM talks about how brands can leverage the power of Big Data and Analytics to optimise and deliver omni-channel retail experiences.
Presentation from 11th Crystal Ball Business Luncheon at CANCHAM (Canadian Chamber of Commerce Vietnam) given by the Ralf Matthaes.
Presentation highlights consumer and economic trends of the passing year (2015) and what we should expect in 2016.
Ralf is a Managing Director of Infocus Mekong Research (IFM): an innovative technology-driven market research agency specializing in mobile, custom & integrated strategic research in Vietnam, Myanmar, Cambodia and Laos region.
« En 2013, le top 25 des marques les plus présentes dans la vie des Belges apporte une nouvelle démonstration de la transformation digitale de notre société », Hugues Rey, CEO, Havas Media Belgique.
La montée des marques digitales (4 dans le top 5) - le maintien des marques locales (7 dans le top 25)
L’analyse du Top 25 des marques les plus présentes dans la vie des Belges (classement basé sur le score d’exposition perçu par les 15-64 ans ) nous confirme qu’une marque sur deux est une marque digitale ou ICT. Mieux, le Top 5 est constitué quasi exclusivement de marques digitales ou technologiques (Google, Microsoft, Facebook et Nokia), à l’exception de Coca-Cola qui se classe quatrième.
Les marques locales se distinguent également, en présentant 7 dans le Top 25 : Belgacom, Côte d’Or, Spa, Proximus, Colruyt et Delhaize.
La même analyse menée sur la cible 15-34 ans nous rappelle que Facebook et Apple sont plus plébiscitées par les jeunes générations. Certaines marques font leurs apparitions ou progressent de façon exemplaire: Kellog’s, Danette, Peageot, Senseo et Garnier. La sentence est malheureusement négative pour Spa et Proximus
This document discusses convenience shopping trends in Vietnam. It finds that Vietnamese consumers want convenience due to busy lifestyles. Common consumer types are students, first jobbers, working moms, and housewives. These groups frequent convenience stores (CVS) and minimarts for quick, affordable meals and snacks. While CVS are more prominent in Ho Chi Minh City, the convenience landscape is more blurred in Hanoi. The document advocates for tailored convenience offerings based on consumer demographics and location.
- Income levels in Vietnam have been rising, with the percentage of households earning over 20 million VND doubling from 2011 to 2014.
- GDP growth has stabilized around 6% annually after slowing in recent years, while GDP per capita has nearly doubled from 2004 to 2014.
- Consumer confidence rebounded in 2014 as unemployment concerns eased and saving optimism increased, fueling more consumer spending.
Digital marketing is no longer a separate silo and is now integrated into overall marketing efforts. Consumers expect consistent brand experiences across online and offline channels. Marketers need a deep understanding of consumers and their decision journey in order to effectively reach them through relevant digital and traditional tactics. They must recognize that consumers now research products online prior to purchases and are influenced by recommendations from friends on social media. To truly engage consumers, brands must develop insights into consumer needs and implement a cross-channel marketing strategy.
Marketing Attribution: Valuing The Customer JourneyDung Tri
This document summarizes a study on marketing attribution conducted by Econsultancy. The study included surveys of over 600 marketers and agencies as well as 22 interviews. Key findings include:
- Attribution is still new for most companies, with 83% having used it for less than 2 years. It allows marketers to better optimize budgets and understand customer journeys.
- Larger companies are using attribution more, and it is moving to mid-sized companies. Methods are evolving from last-click to more sophisticated multi-touch approaches.
- Attribution provides accountability for digital spending but can also cause budgetary conflicts. There remains a gap integrating online and offline attribution.
- No single approach works for all - success depends on
Presentation by Martin Wootton to the MRS in July 2013. Martin explores the rapidly changing developments in consumer buying behaviour in a multi channel digital world
Sociomantic : étude power to the screensThierry Pires
This document summarizes research on mobile shopping behaviors based on a survey of over 1,000 people. It finds that while smartphones are used widely for initial searches, tablets are preferred for more in-depth research and making purchases across all age groups and product categories. Younger consumers ages 18-24 use multiple devices and are most active on smartphones, while older consumers ages 55-64 prefer tablets. The key takeaway is that marketers should tailor their mobile strategies and target different devices depending on where consumers are in the purchase funnel to maximize opportunities for influence.
The retail industry is very competitive. More and more companies are competing for smaller and smaller margins – red markets. The solution is to swim away from the competition, make the competition irrelevant and find a wide-open space and create: a blue ocean. Is an omnichannel experience the way to blue oceans?
This document summarizes the key findings of a 2017 consumer confidence survey conducted in Vietnam among 3,200 respondents nationwide. Some of the main findings were that consumer confidence was upbeat about 2017 for economic growth, but consumers were more concerned than business leaders about issues like currency devaluation and increased cost of living. The survey also found that technology presented the biggest growth opportunities, with digital devices being among the top purchased items in 2016. Savings rates were in decline as conspicuous spending increased.
Fox Williams Fashion Law Seminar October 2014James Angus Pow
This document summarizes a seminar on the future of fashion. It discusses topics like the growth of online retail, how retailers can attract attention in an increasingly distracted world, putting retail changes in perspective globally, gaining competitive advantages through effective use of data and technology, and ensuring a seamless customer experience across physical and digital platforms. Speakers from companies like Fox Williams LLP, Country Attire and Orla Kiely shared their insights. Questions were taken at the end on issues like calculating holiday pay for commission-based workers in the fashion industry and Orla Kiely's international expansion.
"What to do at a time when consumers no longer trust brands, when marketing is less and less effective and differentiation is rare? Tips on how to address the new marketing paradigm and improve people's lives.
Vivaldi is a global strategy firm helping companies address their toughest challenges in driving growth with expertise in brand strategy, innovation, design and cultural transformation. For more information about Vivaldi, visit our website: http://vivaldigroup.com/ "
Fruit Logistica 2016 Logistics Hub Session 4 linDanie Schoeman
This document discusses trends in e-commerce and the implications for perishable goods logistics. It notes that e-commerce is growing rapidly worldwide, especially in the US and China. Younger generations like Millennials and Gen Z are more likely to shop online for groceries. Social media influences purchase decisions more for these groups. The document advocates for innovative logistics concepts to meet the demands of emerging online produce markets and a seamless omni-channel customer experience.
Insights from google for vietnam 03/2016Thai Nguyen
This document discusses insights from a report on digital marketing in Vietnam. It summarizes several sections of the report, including on the online and multiscreen world, smart shoppers, local shoppers, international shoppers, smart viewers, and digital moms. The digital moms section finds that moms extensively research purchases online using various devices and share products and reviews online, making them influential brand ambassadors. It provides recommendations for brands to engage digital moms through online videos, search engines, and easy to use websites.
Reference: Millward Brown | AD Reaction Video | Global Digital Strategist
Millward Brown’s AdReaction Video study explored how, where, and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We have interviewed over 13 500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone or tablet). We also tested 20 Tv ads in 8 countries across TV, digital and mobile platforms.
#ADReaction
Báo cáo hơn 60 trang nội dung về thị trường thương mại điện tử và thói quen người tiêu dùng Việt Nam. Mức độ thâm nhập Internet và sự phổ biến của smartphone khiến hành vi mua sắm của người tiêu dùng vô cùng thú vị.
In launching a product to Vietnamese consumer market, we often face the issue of “ where to sell.” In Vietnam, the traditional channel is dominant while the cultivation takes time.
On the other hand, the rapid growth of the Internet and mobile usage helps e-commerce to be established as new channel rapidly. This report illustrates all the details about Vietnamese E-commerce market and its consumers’ behaviors.
The document summarizes key findings from the Vietnam Consumer Barometer 2015 report. It finds that:
1) Vietnam has a highly connected population with 8 out of 10 people going online daily and the average Vietnamese using 1.4 internet-connected devices. Smartphones are the most popular device used by 55% of the population.
2) Online research is a key part of the consumer purchase journey in Vietnam, with 3 out of 4 people researching products online across many categories from home appliances to clothing. Search engines are the dominant online research tool.
3) While smartphones are increasingly used for online product research, especially by younger consumers, many people experience issues accessing websites on their mobile devices.
WPP and Ogilvy Report on future of brands in motion Jan 2021Social Samosa
In partnership with Ogilvy Consulting, WPP interviewed global leaders in innovation, marketing, growth, and UX across four industries to understand mobility strategies and amore for the 'Future of Brands in Motion' Study.
Tổng quan kinh tế vĩ mô Việt Nam đến 2015Antoree.com
- The global economy slowed in 2015 due to weaker growth in emerging and developing economies. However, Vietnam's economy grew faster than regional peers, achieving 6.7% GDP growth.
- FMCG sales in Vietnam grew 4.9% in 2015, driven by strong volume growth. Beverages was the best performing category. Rural areas saw stronger recovery than urban.
- Online shopping is growing in Vietnam, with over 50% of internet users making online purchases. However, most only shop online twice a month. Retailers need to better differentiate their online brand and experience.
Temando state of shipping in commerce 2016Oliver Taylor
The document provides an overview of a report on shipping and fulfillment expectations in the UK retail market. Some key findings include:
- Consumers expect fast shipping options like same-day delivery, but retailers are not fully meeting these expectations. Shipping costs are also a major reason consumers abandon online purchases.
- Retailers, especially smaller ones, are concerned about high courier rates and inconsistencies between carriers. Many still manage fulfillment manually.
- Offering multiple shipping options at checkout can increase sales and reduce abandoned carts, allowing retailers to better meet customer expectations. However, not all retailers provide these options.
- Negative shipping experiences like delays or damages can significantly impact brands through reduced loyalty and complaints.
ROI driven communication for retail sectorBBDO Group
This document discusses ROI-driven communication planning for the retail sector in Russia. It notes that the retail market is the top advertising category, but is very diverse across subcategories and regions. Communication rules differ for retail subsectors. The document also outlines how consumer needs, technologies, and the population structure in Russia are rapidly changing. This requires communication strategies to shift from direct advertising to more dialogic approaches across multiple touchpoints. Effective strategies segment consumers and use relevant channels at different stages of the consumer journey. Results forecasting and evaluating ROI are crucial to maximize return on marketing investments in this complex retail environment.
The document discusses how OUTFRONT Media provides out-of-home advertising solutions to reach customers. It highlights that OUTFRONT Media delivers targeted audiences through its media networks, provides exceptional customer service, and innovates to stay ahead of changes in the advertising industry. The document also emphasizes that out-of-home advertising is effective because it reaches large audiences wherever people spend their time outside the home.
Customers are at the core of everything we do. We are driven to make advertising programs easier and more successful for customers. We focus on exceptional customer service and meeting customer expectations. We embrace change and innovation to create new opportunities in digital media, social media, and business practices. We are Outfront Media, always innovating and connecting customers to audiences.
- Income levels in Vietnam have been rising, with the percentage of households earning over 20 million VND doubling from 2011 to 2014.
- GDP growth has stabilized around 6% annually after slowing in recent years, while GDP per capita has nearly doubled from 2004 to 2014.
- Consumer confidence rebounded in 2014 as unemployment concerns eased and saving optimism increased, fueling more consumer spending.
Digital marketing is no longer a separate silo and is now integrated into overall marketing efforts. Consumers expect consistent brand experiences across online and offline channels. Marketers need a deep understanding of consumers and their decision journey in order to effectively reach them through relevant digital and traditional tactics. They must recognize that consumers now research products online prior to purchases and are influenced by recommendations from friends on social media. To truly engage consumers, brands must develop insights into consumer needs and implement a cross-channel marketing strategy.
Marketing Attribution: Valuing The Customer JourneyDung Tri
This document summarizes a study on marketing attribution conducted by Econsultancy. The study included surveys of over 600 marketers and agencies as well as 22 interviews. Key findings include:
- Attribution is still new for most companies, with 83% having used it for less than 2 years. It allows marketers to better optimize budgets and understand customer journeys.
- Larger companies are using attribution more, and it is moving to mid-sized companies. Methods are evolving from last-click to more sophisticated multi-touch approaches.
- Attribution provides accountability for digital spending but can also cause budgetary conflicts. There remains a gap integrating online and offline attribution.
- No single approach works for all - success depends on
Presentation by Martin Wootton to the MRS in July 2013. Martin explores the rapidly changing developments in consumer buying behaviour in a multi channel digital world
Sociomantic : étude power to the screensThierry Pires
This document summarizes research on mobile shopping behaviors based on a survey of over 1,000 people. It finds that while smartphones are used widely for initial searches, tablets are preferred for more in-depth research and making purchases across all age groups and product categories. Younger consumers ages 18-24 use multiple devices and are most active on smartphones, while older consumers ages 55-64 prefer tablets. The key takeaway is that marketers should tailor their mobile strategies and target different devices depending on where consumers are in the purchase funnel to maximize opportunities for influence.
The retail industry is very competitive. More and more companies are competing for smaller and smaller margins – red markets. The solution is to swim away from the competition, make the competition irrelevant and find a wide-open space and create: a blue ocean. Is an omnichannel experience the way to blue oceans?
This document summarizes the key findings of a 2017 consumer confidence survey conducted in Vietnam among 3,200 respondents nationwide. Some of the main findings were that consumer confidence was upbeat about 2017 for economic growth, but consumers were more concerned than business leaders about issues like currency devaluation and increased cost of living. The survey also found that technology presented the biggest growth opportunities, with digital devices being among the top purchased items in 2016. Savings rates were in decline as conspicuous spending increased.
Fox Williams Fashion Law Seminar October 2014James Angus Pow
This document summarizes a seminar on the future of fashion. It discusses topics like the growth of online retail, how retailers can attract attention in an increasingly distracted world, putting retail changes in perspective globally, gaining competitive advantages through effective use of data and technology, and ensuring a seamless customer experience across physical and digital platforms. Speakers from companies like Fox Williams LLP, Country Attire and Orla Kiely shared their insights. Questions were taken at the end on issues like calculating holiday pay for commission-based workers in the fashion industry and Orla Kiely's international expansion.
"What to do at a time when consumers no longer trust brands, when marketing is less and less effective and differentiation is rare? Tips on how to address the new marketing paradigm and improve people's lives.
Vivaldi is a global strategy firm helping companies address their toughest challenges in driving growth with expertise in brand strategy, innovation, design and cultural transformation. For more information about Vivaldi, visit our website: http://vivaldigroup.com/ "
Fruit Logistica 2016 Logistics Hub Session 4 linDanie Schoeman
This document discusses trends in e-commerce and the implications for perishable goods logistics. It notes that e-commerce is growing rapidly worldwide, especially in the US and China. Younger generations like Millennials and Gen Z are more likely to shop online for groceries. Social media influences purchase decisions more for these groups. The document advocates for innovative logistics concepts to meet the demands of emerging online produce markets and a seamless omni-channel customer experience.
Insights from google for vietnam 03/2016Thai Nguyen
This document discusses insights from a report on digital marketing in Vietnam. It summarizes several sections of the report, including on the online and multiscreen world, smart shoppers, local shoppers, international shoppers, smart viewers, and digital moms. The digital moms section finds that moms extensively research purchases online using various devices and share products and reviews online, making them influential brand ambassadors. It provides recommendations for brands to engage digital moms through online videos, search engines, and easy to use websites.
Reference: Millward Brown | AD Reaction Video | Global Digital Strategist
Millward Brown’s AdReaction Video study explored how, where, and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We have interviewed over 13 500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone or tablet). We also tested 20 Tv ads in 8 countries across TV, digital and mobile platforms.
#ADReaction
Báo cáo hơn 60 trang nội dung về thị trường thương mại điện tử và thói quen người tiêu dùng Việt Nam. Mức độ thâm nhập Internet và sự phổ biến của smartphone khiến hành vi mua sắm của người tiêu dùng vô cùng thú vị.
In launching a product to Vietnamese consumer market, we often face the issue of “ where to sell.” In Vietnam, the traditional channel is dominant while the cultivation takes time.
On the other hand, the rapid growth of the Internet and mobile usage helps e-commerce to be established as new channel rapidly. This report illustrates all the details about Vietnamese E-commerce market and its consumers’ behaviors.
The document summarizes key findings from the Vietnam Consumer Barometer 2015 report. It finds that:
1) Vietnam has a highly connected population with 8 out of 10 people going online daily and the average Vietnamese using 1.4 internet-connected devices. Smartphones are the most popular device used by 55% of the population.
2) Online research is a key part of the consumer purchase journey in Vietnam, with 3 out of 4 people researching products online across many categories from home appliances to clothing. Search engines are the dominant online research tool.
3) While smartphones are increasingly used for online product research, especially by younger consumers, many people experience issues accessing websites on their mobile devices.
WPP and Ogilvy Report on future of brands in motion Jan 2021Social Samosa
In partnership with Ogilvy Consulting, WPP interviewed global leaders in innovation, marketing, growth, and UX across four industries to understand mobility strategies and amore for the 'Future of Brands in Motion' Study.
Tổng quan kinh tế vĩ mô Việt Nam đến 2015Antoree.com
- The global economy slowed in 2015 due to weaker growth in emerging and developing economies. However, Vietnam's economy grew faster than regional peers, achieving 6.7% GDP growth.
- FMCG sales in Vietnam grew 4.9% in 2015, driven by strong volume growth. Beverages was the best performing category. Rural areas saw stronger recovery than urban.
- Online shopping is growing in Vietnam, with over 50% of internet users making online purchases. However, most only shop online twice a month. Retailers need to better differentiate their online brand and experience.
Temando state of shipping in commerce 2016Oliver Taylor
The document provides an overview of a report on shipping and fulfillment expectations in the UK retail market. Some key findings include:
- Consumers expect fast shipping options like same-day delivery, but retailers are not fully meeting these expectations. Shipping costs are also a major reason consumers abandon online purchases.
- Retailers, especially smaller ones, are concerned about high courier rates and inconsistencies between carriers. Many still manage fulfillment manually.
- Offering multiple shipping options at checkout can increase sales and reduce abandoned carts, allowing retailers to better meet customer expectations. However, not all retailers provide these options.
- Negative shipping experiences like delays or damages can significantly impact brands through reduced loyalty and complaints.
ROI driven communication for retail sectorBBDO Group
This document discusses ROI-driven communication planning for the retail sector in Russia. It notes that the retail market is the top advertising category, but is very diverse across subcategories and regions. Communication rules differ for retail subsectors. The document also outlines how consumer needs, technologies, and the population structure in Russia are rapidly changing. This requires communication strategies to shift from direct advertising to more dialogic approaches across multiple touchpoints. Effective strategies segment consumers and use relevant channels at different stages of the consumer journey. Results forecasting and evaluating ROI are crucial to maximize return on marketing investments in this complex retail environment.
The document discusses how OUTFRONT Media provides out-of-home advertising solutions to reach customers. It highlights that OUTFRONT Media delivers targeted audiences through its media networks, provides exceptional customer service, and innovates to stay ahead of changes in the advertising industry. The document also emphasizes that out-of-home advertising is effective because it reaches large audiences wherever people spend their time outside the home.
Customers are at the core of everything we do. We are driven to make advertising programs easier and more successful for customers. We focus on exceptional customer service and meeting customer expectations. We embrace change and innovation to create new opportunities in digital media, social media, and business practices. We are Outfront Media, always innovating and connecting customers to audiences.
This presentation is from Raconteur's invite-only event at The Ivy Club, London on February 13, 2015 to senior marketers and brand strategists on the ROI of print, emphasising the value of high quality, sector-niche, long-form print journalism.
Behavioral Targeting Across Online Advertising Channels
Behavioral targeting and channel development are some of the two most revenue-focused topics in online advertising today. However, knowing how to target customers and on which channel can be challenging for any business. Learn how to improve in both areas while minimizing upfront expenses, doubling the reach of your online advertising and growing your customer base.
* Monica Seebohm, Director of Audience Targeting, West, AudienceScience
Understanding how consumers use their smartphones is key to how Posterscope plans OOH from a convergence point of view. Our recent partnership with EE embodies this philosophy. In “Retail, Mobile and OOH” we draw on various insights which helped formulate our view on the importance and role of smartphones in today’s retail landscape and how this converges with OOH.
We believe smartphones current role in the UK retail landscape is predominantly one of researching products and services, comparing prices and reading reviews rather than as a sales platform. We argue that the specific act of purchasing for the retail category is still dominated by physical stores in high street, malls and out-of-town locations and smartphones play a key role in driving and influencing these in store sales.
The document summarizes a presentation on audience targeting across online advertising channels. It discusses how audience targeting uses complex models and data from various online and offline sources to identify the best consumers for specific ads or campaigns. This allows advertisers to efficiently reach the right audience with the right message. The presentation notes that interactive marketing is growing significantly and the media buying landscape is transforming to more dynamic, data-driven audience targeting and buying. It also addresses how the online advertising industry works to protect consumer privacy.
This document outlines a marketing plan for the Portland Children's Museum. It identifies the museum's target audience as women ages 25-49 who are primary caregivers for children. A media plan is proposed using outdoor advertising on public transit, magazines, radio, and AdWords to reach 380,000 people in the target area. The plan is designed to achieve over 3.8 million impressions across all channels for $150,000. Additional recommendations include revamping the museum's social media presence and pursuing public relations opportunities.
The Mobile Shift - Victor Beerthuis - Digital Marketing Live 2014AKnijnenberg
The document discusses the shift from desktop to mobile consumption of media and online activities. It provides statistics showing rapid growth in smartphone penetration and time spent on mobile devices globally and in various markets like the Netherlands. Marketers are advised to use responsive design and optimize websites and ads for mobile to improve performance on smartphones and tablets. Formats like display ads are shown to increase brand awareness, consideration and store visits when optimized for touchscreens.
The document discusses the shift from desktop to mobile consumption of media and online activities. It provides statistics showing rapid growth in smartphone penetration and time spent on mobile devices globally and in various markets like the Netherlands. Marketers are advised to use responsive design and optimize websites and ads for mobile to improve performance on smartphones and tablets. Research findings demonstrate that certain mobile ad formats can increase brand awareness, consideration and store visits more effectively than others.
Primoz Inkret presentation form Power of Content Marketing in Warsaw 28th May 2015.
Key points:
A straight to the point case study show of content marketing strategy execution at Skoda Slovenia (from no. 10 to no. 3 car brand in Slovenia) focusing on results and effectiveness.
- Is content marketing marketing?
- Numbers that really matter and SEOs like very much.
- Content marketing loves real life experience.
This document provides strategies for using Google AdWords for e-commerce. It discusses how attention spans have decreased while digital reach has increased, making it important to reach audiences with relevant ads. It recommends using audience signals and segmentation to find, keep, and grow audiences. Key strategies include collecting first-party data, analyzing customer behavior like new vs returning visitors, and remarketing across devices and stages of the customer journey. The document emphasizes reaching customers with the right messaging at the right time based on their intents, interests, and life events.
Consumer trends and the way they affect retailFuturelab
The document discusses key consumer trends and their impact on retail, including changes in demographics, technology, and consumer mindsets. It identifies trends like an aging population, increasing diversity, smaller household sizes, the growing role of mobile technology and e-commerce, increasing focus on health and sustainability. The document advises retailers to secure the basics of their operations, offer complete and relevant customer experiences across all touchpoints, use technology to enhance the customer experience, and offer a variety of payment options preferred by their local customers.
Consumer trends and the way they affect retailAlain Thys
This Slideshare focuses on some of the key consumer trends in the market and the way customer-centric retailers can adapt to them. It is a compilation of presentations Alain Thys gave to groups of retailers in Vilnius (Nov 2013) and Tallinn (March 2014).
Digital is changing how we do business. One of the areas most impacted is how organisations deal with their channel. Should we bypass the channel or rather enforce our channel-partners to become future proof?
The document summarizes key insights from Turn's Global Digital Audience Report for the third quarter of 2013. It finds that the number of brands using cross-channel advertising strategies increased 137% in 2013, with some brands increasing their ROI up to 3 times by adopting multi-channel campaigns. Data shows 60% of impressions for display, mobile, and video are in specific price ranges. The report provides insights for marketers on audience trends, advertising formats and spending across regions.
In a new COVID-19 world, what do consumers think, feel and do with regards to the OOH space? And what is their perception of brands currently using OOH? We aimed to find.
“The Mobility Mindset”, a new research study conducted by Posterscope, has revealed that almost two-thirds of people are feeling more appreciative of their local community and have a heightened emotional connection to their out of home environment since the pandemic, and this is having a “knock on” effect on noticeability and positivity towards OOH advertising.
Research was conducted by Dipsticks Research Group using its online panel, Panelbase, amongst 1,025 nationally representative adults aged 18-55. Fieldwork took place from Thursday 24th to Sunday 27th September, directly after the new national measures were introduced on September 24th.
Now we are a few months into the Government’s recovery strategy, we are fully aware that our time at play will not be returning to the way it was for some time yet.
Much like other parts of Europe, we have seen a staggered re-opening of shops, leisure and entertainment venues over the last couple of months, with recent announcements from the UK Government further relaxing lockdown restrictions.
This piece ‘Playing Safe' looks at the current situation and that of the near future of key areas of play; food, drinking and socialising, street parties, festivals and sporting events, and how OOH can be used in the most effective way to reach people during their leisure time.
Posterscope's piece Working out the Wold of Work looks into the changing face of work now and in the near future as a result of Covid-19. From regional differences working from home, mobility trends, new behavioral patterns , and what this means for Out of Home.
In Posterscope's Audience and Brands Head Out of Home we look at the increase in audience mobility (now 70.8 versus pre-Covid baseline of 100), the effect on retail as people flock back to the shops, and the automotive market. And we take a look at how OOH is perfectly placed to help brands capitalise on this moment.
Psi global ooh predictions post covid19Posterscope
With the sharp adoption of new technologies blurring the balance between an increasingly virtual way of living, how will the way we navigate the world change in the new normal? PSI, outline their predictions for travel and the out of home ( OOH) industry.
Since the Government published its Coronavirus recovery strategy, we have been moving quickly through the relaxation of lockdown in ‘steps’ and are now celebrating the large milestone at which non-essential businesses are permitted to reopen, if they can become “Covid Secure”. Now at Step 2, it is starting to feel like the return to normality of sorts, albeit with one-way systems, queues to enter shops and Perspex screens.
But how do we expect the high street and retailers to fare? what role will local communities play in the near future? and how will the role and behaviours that brands have taken during the pandemic affect consumer behaviour?
Posterscope’s latest article ‘All Hail Retail’ looks at SHOP in the NEAR, focusing on all these questions along with the role OOH can play in reaching these shoppers in the right locations in a dynamic, agile and relevant way.
There is no doubt that shopping as we know it, will remain changed for some time yet. Appetite is of course there; we will simply see retailers adapting and evolving to ensure customer safety.
One thing for certain, is that while there will be both winners and losers on the high street, more importantly, there will be opportunities for new businesses to develop and succeed – let’s not forget that after crisis follows a period of rapid innovation… and so we should be positive in expecting new businesses, new approaches, and new experiences on our High Streets.
To help provide a picture of people's return to the broader OOH space, Posterscope has collaborated with our mobile data partner Three UK, to analyse every postcode sector up and down the country. Last week’s mobility index was 66.9 up from 65.7 the previous week, versus the pre-Covid baseline of 100
The OOH industry is governed by human movement, and human movement is the touch-paper of global pandemics. Where it goes, so viruses go too. We find ourselves in a new and likely forever-changed world of human movement, meaning OOH must evolve to remain relevant.
To help provide a headline picture of the return of audiences into the broader OOH space, we have collaborated with our telecoms data partner Three mobile, to analyse every postcode sector up and down the country to understand the journeys people are taking to supermarkets, retail areas or trips on major roads – providing Posterscope with the most detailed understanding of mobility in the UK, and with no ‘lag’ time.
Flexibility agility relevancy will be key ingredients in post lockdown advert...Posterscope
Reflecting and respecting the mood of the country has been a key theme for advertisers during this Pandemic, with the brands that have, seeing their work shared and celebrated. What happen next with lock-down is still unclear, however it does seem certain though is that no one will be going back to what is already becoming the “old” normal for a long time, if ever. It is also clear that this will affect how advertisers communicate with customers moving forward. Flexibility, agility and relevance will be key ingredients in designing communications in the coming months, if not years.
Effectively and efficiently travelling through towns and cities has always been key to keeping a city moving in terms of business, shopping and our social lives. How we do that, and the effect it has on the environment, our bank accounts and stress levels, has been a growing debate over the last few years.
The OOH industry is built to capitalise on the movement of people with much of the industry’s infrastructure coming from transport networks. In recent weeks however all of this has been interrupted. Normal travel behaviours have been disrupted, and with changes to travel patterns comes changes to out of home advertising too.
Here we consider what a post-lockdown society might look like, and how we might travel through it, from the potential increase in car usage, to returning to public transport and the reappraisal of the rush hour commute.
Home is where the work is - WORK in the NOWPosterscope
1) The COVID-19 pandemic has drastically changed work patterns in the UK, with many people now working from home instead of commuting to offices. This has reduced foot traffic in city centers and on public transportation by 80-90%.
2) With fewer people commuting, out-of-home advertisers must find new ways to reach audiences that are now concentrated in residential and suburban areas rather than city centers. More localized out-of-home formats will be needed.
3) Even as lockdown restrictions ease, many people are expected to continue working from home part-time. Understanding constantly shifting work patterns will require analysis of location data to determine the best ways for advertisers to reach workers in the future
Posterscope: Supermarket Peep: A Glimpse at UK Shopping Behaviours in the NowPosterscope
Analysis of major GB data sources for grocery retail illustrates the significant changes we have seen in shopping behaviour over the last 6 weeks. It demonstrates when these changes were most profound, where they were happening and indicates that in the most recent weeks that overall retail spend is starting to stabilise. This edition of Posterscope’ Now, Near, Next series looks at Shop in the Now, focussing on the retail winners and losers, the UK as a nation of baking and beer, the change to shopping locally and the need for advertising to be more aware of itself than ever.
PSI: The Global Travel & OOH industries in 2020 and beyond Posterscope
2019 proved to be another rollercoaster year for the global travel industry, and 2020 promises to be no different, as fluctuations in the economy, technology and politics continue to affect the way that people navigate the world. This is evident across all industries, not least in the global travel and international OOH sector. As the year is beginning to unfold, PSI has looked into what the rest of the year behold from the increase in hyper personalised travel experience, the global transformation through OOH automation and being connected at 35,000 feet
PSI: The Global Travel & OOH industries in 2020 and beyond Posterscope
2019 proved to be another rollercoaster year for the global travel industry, and 2020 promises to be no different, as fluctuations in the economy, technology and politics continue to affect the way that people navigate the world. This is evident across all industries, not least in the global travel and international OOH sector. As the year is beginning to unfold, PSI has looked into what the rest of the year behold from the increase in hyper personalised travel experience, the global transformation through OOH automation and being connected at 35,000 feet
With advances in data, technology and inventory, along with strong growth, OOH remains in great health. And that’s great news, but what we’re really excited about is what’s yet to come.
Posterscope has gazed into the future to unearth what will help shape the 2020 OOH landscape, in what promises to be another thrilling year.
Four key factors that will accelerate air travel in 2019Posterscope
Renovation and expansion of airports all over the world continues at a rapid pace as flyer demands grow and change. As a result, we’ve seen an increased drive for more integrated advertising within the airport environment, focused on reflecting passenger journeys and enhancing these through service provision.
James McEwan, Managing Director, PSI, looks at four factors enabling more engaging and timely advertising from operators throughout the travel sector:
2018 looks set to be another roller-coaster year for the global travel industry. Here PSI identify some of the political, economic and technological factors that will impact the way consumers travel this year.
Driving Business Innovation: Latest Generative AI Advancements & Success StorySafe Software
Are you ready to revolutionize how you handle data? Join us for a webinar where we’ll bring you up to speed with the latest advancements in Generative AI technology and discover how leveraging FME with tools from giants like Google Gemini, Amazon, and Microsoft OpenAI can supercharge your workflow efficiency.
During the hour, we’ll take you through:
Guest Speaker Segment with Hannah Barrington: Dive into the world of dynamic real estate marketing with Hannah, the Marketing Manager at Workspace Group. Hear firsthand how their team generates engaging descriptions for thousands of office units by integrating diverse data sources—from PDF floorplans to web pages—using FME transformers, like OpenAIVisionConnector and AnthropicVisionConnector. This use case will show you how GenAI can streamline content creation for marketing across the board.
Ollama Use Case: Learn how Scenario Specialist Dmitri Bagh has utilized Ollama within FME to input data, create custom models, and enhance security protocols. This segment will include demos to illustrate the full capabilities of FME in AI-driven processes.
Custom AI Models: Discover how to leverage FME to build personalized AI models using your data. Whether it’s populating a model with local data for added security or integrating public AI tools, find out how FME facilitates a versatile and secure approach to AI.
We’ll wrap up with a live Q&A session where you can engage with our experts on your specific use cases, and learn more about optimizing your data workflows with AI.
This webinar is ideal for professionals seeking to harness the power of AI within their data management systems while ensuring high levels of customization and security. Whether you're a novice or an expert, gain actionable insights and strategies to elevate your data processes. Join us to see how FME and AI can revolutionize how you work with data!
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Manage and optimize your license adoption and consumption with SAM4U, an SAP free customer software asset management tool.
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* What is Vector Search?
* Importance and benefits of vector search
* Practical use cases across various industries
* Step-by-step implementation guide
* Live demos with code snippets
* Enhancing LLM capabilities with vector search
* Best practices and optimization strategies
Perfect for developers, AI enthusiasts, and tech leaders. Learn how to leverage MongoDB Atlas to deliver highly relevant, context-aware search results, transforming your data retrieval process. Stay ahead in tech innovation and maximize the potential of your applications.
#MongoDB #VectorSearch #AI #SemanticSearch #TechInnovation #DataScience #LLM #MachineLearning #SearchTechnology
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How does your privacy program stack up against your peers? What challenges are privacy teams tackling and prioritizing in 2024?
In the fifth annual Global Privacy Benchmarks Survey, we asked over 1,800 global privacy professionals and business executives to share their perspectives on the current state of privacy inside and outside of their organizations. This year’s report focused on emerging areas of importance for privacy and compliance professionals, including considerations and implications of Artificial Intelligence (AI) technologies, building brand trust, and different approaches for achieving higher privacy competence scores.
See how organizational priorities and strategic approaches to data security and privacy are evolving around the globe.
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- The top 10 privacy insights from the fifth annual Global Privacy Benchmarks Survey
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DeFi represents a paradigm shift in the financial industry. Instead of relying on traditional, centralized institutions like banks, DeFi leverages blockchain technology to create a decentralized network of financial services. This means that financial transactions can occur directly between parties, without intermediaries, using smart contracts on platforms like Ethereum.
In 2024, we are witnessing an explosion of new DeFi projects and protocols, each pushing the boundaries of what’s possible in finance.
In summary, DeFi in 2024 is not just a trend; it’s a revolution that democratizes finance, enhances security and transparency, and fosters continuous innovation. As we proceed through this presentation, we'll explore the various components and services of DeFi in detail, shedding light on how they are transforming the financial landscape.
At Intelisync, we specialize in providing comprehensive DeFi development services tailored to meet the unique needs of our clients. From smart contract development to dApp creation and security audits, we ensure that your DeFi project is built with innovation, security, and scalability in mind. Trust Intelisync to guide you through the intricate landscape of decentralized finance and unlock the full potential of blockchain technology.
Ready to take your DeFi project to the next level? Partner with Intelisync for expert DeFi development services today!
Ivanti’s Patch Tuesday breakdown goes beyond patching your applications and brings you the intelligence and guidance needed to prioritize where to focus your attention first. Catch early analysis on our Ivanti blog, then join industry expert Chris Goettl for the Patch Tuesday Webinar Event. There we’ll do a deep dive into each of the bulletins and give guidance on the risks associated with the newly-identified vulnerabilities.
7. 36% increase in live concert goers
since 2004
+23%
Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
Free time activities nowadays
Visit theatre/music concerts
14. 5/29/2013Source: National Travel Survey 2010 comparing
Average distance travelled 1995/97 and 2010
Rail +58%
Tube +23%
London bus +90%
15. More variety
<200 gyms
in the UK in
late 80s.
Today there
are over
6000.
2012 cinema
Admissions
were over
173m
First UK
Starbucks
launched in
1998
92% of the
UK
population
own/use a
mobile
phone
c.36,847
new pubs &
restaurants
have opened
in UK since
1963
16. The future is bright
Revenue
Cost per
thousand
2011
+1%
2010
+12.5%
2011
0%
2010
5%
Source: OMC/Posterscope estimates
2012
+9.5%
2012
0%
19. Deeper understanding
New insights/additions include.....
Shopping behavioursMobile internet use
(notably iPads)
Mood state
Digital screens
Social networking TV viewing platforms
20. Deeper understanding
heavy mobile web users are 65% more
likely to visit a price comparison site after
seeing an OOH advertisement
of all adults have searched online after
seeing an advertisement
Men regularly purchasing products with
their smart phone indexes at...
65%
20%
201
21. OCS5 tells us which products are bought on impulse
and what triggers these spontaneous purchases
Base: GB 15-75 years old who have ever bought ANY product category spontaneously = 41.9m (6,178 )
Bought spontaneously = “Purchase product and brand completely on impulse” OR “Spontaneous decide to purchase product when
out/shopping, but need to decide which brand & where” OR “Plan to purchase product, but not decided which brand before go out shopping”
Source: OCS5 Brand Study
OOH Adverts seen
previously
OOH Adverts on
the way to shops
OOH Adverts outside
the shop
Adverts inside the
shop
The Journey To The Shop
In-store
promotions
Multi discount
deals/sales
Coupons/
vouchers
PROMOTIONS
All friend’s,
partner’s, children’s
recommendations/pressure
WOM
Desire/
Just want it
A Need
e.g. Thirst
Been paid/
Money
to spend
Reward
Yourself
Your
mood
MOOD/MINDSET
Cinema /
theatre ticket
Lottery/
betting slips
Books/
Mags/News
Confectionary/
Snacks
Alcoholic
Drinks
Toiletries/
Cosmetics
Fashion/
Clothes/Shoes
Personal
Electronics
Entertainment
items
Soft
drinks
Fast
Food
25. Route in numbers
1,600 towns covering the whole country
24 conurbations
28,000 respondent sample
360,000 sites in the first release
3.5m pathways mapped
160 million records in the data set
26. Audience Age, Class, gender Over 250 questions
All demographics
Exposure to other media
Leisure activities
Shopping habits
Internet and technology
Events
Etc, etc, etc
Postar Route
Geography ITV areas 12 Barb areas
24 conurbations
1,600 towns
Bespoke e post codes
Area where the audience live
Area where you wish to advertise
Dynamic Frames Scrolling = 3 x static frames Approach velocity and time in view
Eye-tracking factor for dynamic images
Account for % of display time
Impacts vary by time of day – depending
on real measured speeds
Impacts vary by share of display time
Route v Postar
27. Advertising Roadside, L
limited tube packs
maximum of two formats
Roadside
Bus
Tube / rail stations
Airports
Supermarket car-packs
Retail malls and Shopping precincts
DLR/metro
Work with any format, combination or location
Postar Route
Day-parts No day-parts Eight day-parts
Morning peak, day time, afternoon, evening
Location and attributes Specify distance between ads
Select frames within a defined radius
Select in proximity to points of interest
Show selection on maps
See on street view
Filter by required characteristics
Route v Postar
Illumination Factors for backlit/
frontlit roadside
Reflects time of year
Factors for all forms of illumination
Roadside and bus
Accounts for secondary light sources
Reflects time of year
28. Route – the benefits
Greater Accountability – Coverage & frequency on combined OOH campaigns
Bespoke delivery system through Telmar
Moves from Reporting to Planning tool
Potential to move OOH from solus panel rate trading to audience trading
Constructed to be future proof for new environments
38. UK leads global digital market
86 media owners
126 networks
49 environments (20% unique to digital)
+200,000 screens
(excludes Piccadilly Circus & SkyPub/Setanta)
Delivers, on average, 342 Million net impacts per typical 2 week
campaign
c. 8% share of digital screens Worldwide
39. spar stores
taxis
tesco
hair salons
football stadia
bus interiors
media agencies
student unions
rail stations
bus termini
golf courses
bus supersides
leisure complexes
hospital ante-natal units
schools
dentists
university libraries
co-op stores
bars, pubs & clubs
petrol station shops
london underground
city centres
doctors surgeries
offices
universities
pharmacies
theme parks
wearable screens
train interiors
digital advans & trucks
thomson travel agents
post offices
airports
bp petrol stations
shopping malls
concerts & events
cinemas
exhibition centres
gyms
sub-postmasters
Environments
41. Est. revenue by category
transport
roadside & city centre
retail
Leisure
health, beauty and fitness
education
other
75% revenue from transport, city
centre and roadside formats
83%
of all UK
impacts
62. We live in a real world where...
New technologies are
continually emerging
Competition is
fierce, choice is
infinite
Data is the new raw
material
People are on the
move and expect to
do
anything, anywhere
Media is not only
bought but earned
and owned
The pace of change is
faster than ever
before
Businesses and
markets converge or
fragment
OOH must be
chameleon-like to
thrive in that
environment…
63. We’re re-defining Out-of-Home
as a new ecosystem; inter-connected and inter-dependent
Google
Facebook
Amazon
Apple
Posters
Services
Mobile etc
Laptops
Tablets
Retail media &
assets
Owned OOH
(e.g.. delivery
vehicles, buildings)
Networked
Video Screens
Content
Technology
Ads
Physical
Experiences
Public
spaces
Platforms
Apps &
Games
Data
Commerce
& Coupons
People
& Places
64. 543 million
people globally access Facebook via mobile
Source: Techcrunch, July 2012
81%
of smartphone
users access the
Internet on their
mobile devices
Source: Google Insight
48%
of all Twitter users would tweet after
seeing a funny poster
Source: OCS5 (February 2013)
73%
of British smartphone owners have used
their phone when they are out shopping
to check prices, look for offers or use
apps
Source: The Cloud
62%
The UK smartphone
penetration
Source:BusinessInsider,October2012
66. CONNECTED
DEVICES
CONNECTED
CONSUMER
MOBILITY
What they do and how they
do it in different places
SOCIAL
How they connect interact
and share
COMMERCE
What they buy and how
they buy it
CONTENT
The content they consume
and how they consume it
99. “Understand our clients’ search and social strategies, to make
OOH work harder, to create innovative solutions and more
convergent campaigns”
Social strategy campaign timeline
Pre - Live your brand through social
media and plan a campaign using new
„tools‟
During - Monitor a campaign‟s success in
real time
Post - Judge the success of a campaign
Quantative Measurement e.g.
Twitter followers / mentions / reach
Twitter Geography
Facebook likes / fans/Comments
Average Engagement Rate
YouTube Views / subscribers
Search and Social strategy
100. PRE
CAMPAIGN
POST
CAMPAIGN
Understand how to measure attribution for OOH.
Discover if econometrics has been used.
Search and website traffic can provide insights for planning
campaigns: Insights around regionality, keywords, demographics.
Proving OOH drives (mobile) search.
Campaign Timeline
Building relationships with search teams is integral. They need to
know about OOH activity and to ensure strategies are aligned.
Creative optimisation can be done to ensure maximum
effectiveness, e.g. Linking search terms / unique OOH search term.
Search and Social strategy
104. Eurostar Live
Winner
Grand Prize and
Best Use of Digital in Outdoor
Camelot Instants 'Socialising Scratchcards'
Highly Commended
Best Use of Digital in Outdoor
Channel 4 'Paralympics
Winner
Best Use of Outdoor in a Multimedia
Greggs the Baker 'Taste Rescue Centre„
Highly Commended
Best Use of Outdoor in a Multimedia
ODA and TFL 'Travel Demand Management' „
Winner
Best Use of Multi Formats
Lastminute.com
Winner
Best Use of Continuity
The Real World is Posterscope’s out-of-home media landscape document that captures the highlights of the year, focuses on current areas of interest, and offers a perspective on what’s coming up.The presentation is updated every month although not all the content will change, for example, OOH revenue figures are released on a quarterly basis. The main areas updated monthly are ‘who’s buying’, ‘stuff we like’ and ‘what’s coming up’. For ‘stuff we like’ and what’s coming up’ new content will be added to the existing content for anyone not visiting on a monthly basis. The remainder of the document will be updated as and when relevant.
‘What just happened’ takes a retrospective look at the out-of-home market across 2011 and 2012 to date
‘How’s Out-of-home’ focuses on the broad trends within the Out-of-home industry.
Outdoor hits £213.2m in Q1 2013: 0.1% growth year on yearDigital up 21% year on yearThe Outdoor Media Centre today announces that outdoor revenues grew 0.1% year on year in the first quarter, to £213.2m (£213.0m in Q1, 2012). Although essentially flat, on the back of the Olympic year 2012, this marks the seventh quarter of consecutive growth in the outdoor medium.Revenues in the digital sector grew to £43.1m, up 21% year on year. Advertisers across many categories explored new ways to use digital advertising, and media owners continued to invest, transforming sites in the best locations to digital. Digital made up 20.2% of the total outdoor revenue in Q1, up from 16.7% in Q1, 2012.“We are pleased to see growth continuing following a long run of success all the way back to mid 2011. It’s very small growth, admittedly, but we are following an Olympic year and we are now running into some very tough comps,” says OMC’s chief executive Mike Baker. “We are realistic that it will be well-nigh impossible to match Q3 especially and we know that will also impact on the full year number. But the digital growth continues apace, with 21% growth to £43m in the quarter – a fifth of the total spend in outdoor. That’s where the most impressive growth story lies.” The much awaited Warc/Ad Association figures out in early May 2013 will confirm whether outdoor has passed the threshold of 10% share of display advertising – a long held goal for the medium and, if achieved, a huge result. The continued growth of outdoor confirms that advertisers see a convergent role for outdoor alongside mobile, online and social media.
Over the last decade we have seen the medium transformed by a surge in digital OOH, innovation and creativity alongside the consolidation of media owners and a continuous stream of investment. This rapid evolution has kept the OOH landscape fresh, new and exciting thus resulting in growth that surpasses all other media with the exception of digital.
OOH is also one of the only 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. The Taking Part survey has run since 2005 and is the key evidence source for DCMS (The Department for Culture, Media and Sport). It is a continuous face to face household survey of adults aged 16 and over in England and children aged 5-15 years old. This latest releases presents rolling estimates incorporating data from the fourth quarter of year seven of the survey.The figures detail increase in 2011/12 versus 2006/2007
Days out or visits to places (68.3% in 2011/12 versus 58.4% in 2006/2007)
Visits to theatre (46.0% in 2011/12 versus 37.5% in 2006/2007)
Eat out at restaurants (73.5% in 2011/12 versus 61.8% in 2006/2007)
Visit museums/galleries (37.2% in 2011/12 versus 27.2% in 2006/2007)
Play sport/exercise(55.4% in 2011/12 versus 50.1% in 2006/2007)
Go to a cinema (53.8% in 2011/12 versus 42.3% in 2006)
Between 1995/97 and 2010, the average distance travelled by bus in London has nearly doubled (+90%) to 81 miles per person per year, while the average distance travelled by other local buses is now similar to its 1995/97 level at 226 miles per person per year. Rail travel (surface rail and London underground) accounted for 9% of all distance travelled in 2010. The average number of trips and distance travelled by surface rail has increased overall between 1995/97 and 2010, by 61% and 58% respectively. The latest year shows a rise in surface rail travel, reversing the downward trend of recent years. Trips by London underground increased by 12% between 1995/97 and 2010, while the average distance travelled has increased by 23%.
And the environment is changing to meet our demands.......more pubs, more gyms, coffee shops etc....Overlay this with the fact that the world is now surrounded with technology and emerging new medias, it is plain to see that the last 50 years has seen an incredible amount of change. As a result OOH has had to evolve and adapt to stay alive and it is the sheer fact that OOH is stitched into the very fabric of our world that has allowed the medium to quickly embrace this transition in offering increased opportunities and ways to talk to these audiences.....Today OOH is reacting to the surge in technologies by providing a perfect partnership to leverage multimedia conversations.
The Outdoor Media Centre today announces that outdoor revenues grew 9.5% year on year in 2012, to £970.1m for the full year 2012 (full year 2011 was £886.3m).
Now in its 4th generation....which includes the following additions...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.
Through to Posterscope’s proprietary consumer survey OCS is the UK’s only OOH consumer survey, based on a representative sample size of 11,000 adults, it focuses on their OOH activities, their attitudes towards and opinions of advertising in different environments, and most 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 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.
The new OCS5 Survey asks consumers what product categories they plan to purchase and which they buy more on impulse. It then delves deeper into the triggers for each product category as to what the key drivers of impulse purchases are ... Giving us a greater understanding of the decision making process across a wide range of categories So for example ...Pay Day is a key trigger for impulse purchases particularly in the categories of fashion and entertainmentMood is more important for impulse purchases for confectionary/snacksAnd Peer pressure/recommendations play a key role in impulse decisions when going to the cinema/theatreThis new OCS insight can also help planners be more defined with their target audiences for any given brief.So for example a confectionary brief might wish to target 15-34 who buy confectionary as a pick me up ....So using the new OCS Insight we can be far more defined when creating our target audiences to plan buyi.e. 15-34, regular confectionary purchasers, who purchase confectionary on impulse AND their mood is a key driver of this impulse purchase
http://www.youtube.com/watch?v=ii2xy9VaDA4To even being able to measure real-time sentiment.As part of the Olympic celebrations, EDF created a spectacular nightly lightshow on the London Eye, based on the mood of the nation. An algorithm tracked all positive and negative Olympic tweets from the 10 million UK users to give a positivity percentage, which is translated into illumination on the London icon. Visitors could participate in this interactive campaign through digital and social media activity.
And the real-time city is now real! The digital revolution has layered a vast system of cameras, communication devices, microcontrollers and sensors over our environment, enabling entirely new ways to imagine, monitor, and understand our cities. These systems have a value that goes beyond their original purpose: the digital exhaust of cellular networks reveals social and economic patterns, tracking systems highlight global material flows, and digitally managed transportation fleets address a city's mobility. Taken together, the impact of digital networks on cities will be as significant as any past human undertaking.LIVE Singapore!, an ongoing initiative by the SENSEable City Lab at MIT, closes the feedback loop between people moving in the city and the digital data generated by their actions. The project's platform allows for the collection and combination of multiple data streams and provides access to data through dynamic visualizations that offer new insights into Singapore's urban dynamics.LIVE Singapore! provides people with access to a range of useful real-time information about their city by developing an open platform for the collection, elaboration and distribution of real-time data that reflect urban activity. Giving people visual and tangible access to real-time information about their city enables them to take their decisions more in sync with their environment, with what is actually happening around them.Check out the video. http://www.youtube.com/watch?v=2aEPkyOBtRo
And of course we have Route, the OOH industry’s audience measurement system.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 – delivering an industry currency which will allow OOH to be truly accountable in this increasingly multi-media, multi-platform world.
The next two charts demonstrate how advanced the new Route system is compared to the old Postar system. From the audiences that can be measured, the scale of geographic locations, the measurement of dynamic frames and the diversity of formats and environments through to day-parts included, illumination facts and formats and location and attributes.
For our point of view....visit Slideshare on www.Pioneeringooh.com
‘Who’s Selling’ briefly talks about the OOH media owners and their plant.
There was a major shake up amongst the media owners in 2009 when Titan Outdoor fell into administration and their plant was taken over by JCDecaux (rail and POS) and Primesight (large format roadside) altering the sales dynamics of the medium. Since then SOV has remained relatively static.
With change came a renewed sense of focus and media owners are continuing to enhance the overall OOH proposition by reviewing their sales portfolio. Previously, when one media owner would relinquish a site/piece of land, another would quickly buy it up and erect a panel. Today this is not the case as media owners are collectively working to improve the quality of their plant with massive investment into existing sites and also into the development of high quality digital investments.
‘Who’s buying’ provides an overview of who is spending what, where, when and why.
January- April 2013 Sector 2013 2012 %difference Entertainment and media £50.7m £50.0m 1.37%Technology £38.8m £33.7m 15.27%FMCG £25.7m £32.5m -21.05%Retail £23.8m £23.8m 0.11%Finance £23.0m £15.4m 48.97% Automotive £22.1m £10.8m 104.11%Travel £17.1m £15.4m 11.37%Toiletries/Cosmetics £8.0m £11.5m -30.27%Government & Utilities £7.8m £6.9m 12.67%Pharmaceutical £5.4m £5.4m 0.04%Other £5.1m £5.0m 2.16%Overall market £227.5m £210.4m 8.12%Overall the market is up 8.12%... Entertainment and Media: This is the largest spending category with £50.7m (and represents 22.28% of total OOH spend). The category is up 1.37% YOY. Vodafone are the number 1 spender within this category, with a spend of £4.90m and a SOV of 9.66%. They have increased YOY spend by 12.70%. Twentieth Century Fox come in at 2nd place with a spend of £4.44m and 8.76% SOV. BSkyB were in 3rd place with 6.71% SOV and spend of £3.40m (up 1116.78% YOY). News International Newspapers were in 4th place, with SOV of 5.40% and a YOY increase of 422.94%. UNIVERSAL PICTURES were in 5th place with a spend of £2.54m and with a SOV of 5.02%. Technology: The overall category spend was £38.8m, representing an increase of 15.27% from 2012. The top company was BSkyB, spending £8.40m, decreasing spend YOY by 31.75%, and giving them 21.61% SOV. Lycamobile were in 2nd place, with a spend of £5.64m, increasing YOY spend by a massive 3726.46% (and 14.53% SOV). Samsung were in 3rd place with 10.21% SOV and spend of £3.97m. Virgin Media took 4th place, with a spend of £2.37m and 6.10% SOV. Talk Talk was in 5th place, spending £2.37m, which represented a YOY increase of 131.85% and 6.09% SOV.FMCG: This sector was down YOY by 21.05%. Molson Coors UK took the top spot with £2.91m spend, which was up 360.01% from last year and with a SOV of 11.31%. Coca-Cola were in 2nd place with £2.17m, down 45.65% from 2012 (a SOV of 8.44%). Nestle came in 3rd with a spend of £1.98m, 7.70% SOV and a YOY decrease of 46.77%. Heineken UK took 4th place with a spend of £1.61m (6.25% SOV), and Arla Foods had 5.39% SOV which represented spend of £1.38m.Retail: The 4th biggest spending category, retail, had an overall spend of £23.8m, which represented a YOY increase of 0.11%. KFC took the top spot, the coming in 1st place with a spend of £3.14m and SOV of 13.16% (down 25.10% YOY). McDonald’s came in 2nd place with £2.47m and SOV 10.37% (down 37.16% YOY). Asda were in 3rd place with a spend of £2.32m, (SOV of 9.72%) an increase of 167.20% YOY. Tesco came 4th spending £1.95m (SOV 8.18%, a YOY increase of 13.59%) and Subway was in 5th spending £1.79m (7.53% SOV), an increase of 50.17% YOY.Finance: The 5th biggest spending category, retail, had an overall spend of £23.0m, which represented a YOY increase of 48.97%. Lloyds TSB took the top spot, the coming in 1st place with a spend of £4.60m and SOV of 19.99% (up 157.46% YOY). Santander came in 2nd place with £2.45m and SOV 10.63%. Halifax were in 3rd place with a spend of £1.91m and SOV 8.31%. Post Office came 4th spending £1.81m having not spent in OOH in 2012 (SOV 7.86%) and Aviva was in 5th spending £1.29m (SOV 5.59%). Motors: The motors category increased YOY overall by 104.11%, spending £22.21m, and coming in 6th overall. Ford took 1st place in this category; spending £2.72m and gaining 12.34% SOV (representing an increased spend of 937.74% YOY). Land Rover took 2nd place, spending £2.19m and taking 9.95% SOV which was an incredible increase of 193875.34% YOY. Skoda were in 3rd place with a spend of £2.16m, taking 9.81% SOV. Mercedes Benz was in 4thplace with £2.12m with a SOV of 9.61%. In 5th position was Fiat (SOV 7.20%), with a spend of £1.59m reflecting an increase of 42.27% YOY. Travel was the 7th biggest spending category, up by 11.37%. British Airways was the top spender with a 17.24% SOV, spending £2.95m, up 102.15% YOY. Emirates were in 2nd place with £1.46m spend (8.52% SOV), up 56.62% YOY, whilst Turkish Tourist Office took 3rd place, spending £760k (with 4.44% SOV). EasyJet were in 4th position with a spend of £724k (4.23% SOV), up 73.74% YOY. Virgin Trains came in 5th with a spend of £570k representing an increase of 504.61% YOY and a 3.33% SOV.Toiletries/Cosmetics: The category decreased spend by 30.27% to £8.0m, taking a 3.52% SOV. Unilever was the largest spender with £713k (64.16% YOY decrease, 8.90% SOV). Beiersdorf UK were in 2nd place (down 70.30% YOY) spending £684k. Estee Lauder came in 3rd place with 8.45% SOV and £676k spend. Burberry were in 4th place with a 7.10% SOV. Nike took 5th place (SOV 6.56%) investing £526k. Govt and utilities: This category was up 12.67% YOY, spending £7.8m and gaining a 3.41% SOV overall. COI achieved 41.56% SOV with £3.22m spend, up 20.08% YOY. EDF Energy were 2nd with £1.10m spend, an increase of 400.70% YOY and a SOV of 14.14%. Post Office took 9.59% of the category, with a spend total of £743k. E.ON took 4th place with 5.31% SOV, and a spend of £412k. British Gas came in 5th place spending £394k and achieving 5.09% SOV, an increase of 217.13% YOY.Pharmaceuticals: This category is up 0.04%, with £5.4m spend representing a 2.36% share of voice. McNeil Healthcare is the biggest spender in the category, representing 24.75% SOV with a spend of £1.33m. GlaxoSmithKline was the second largest spender with £1.26m (23.50% SOV), and Specsavers was in 3rd place, spending £961k with a 17.92% SOV. SSL International plc spent £377k, coming in 4th place, with 7.04% SOV. The Belgravia Centre spent £280k (5.22% SOV) which is an increase of 223.84% YOY.
NB: data is based on individual company as opposed to overall holding company which would show a different ranking. Overall the top 10 spenders increased spend by 44.03% YOY. Sky were the largest spender for January-April 2013 with the majority of monies (57.97%) invested behind the Sky range. Sky Go accounted for 28.30% with the remainder of budget allocated to the different channels. Many formats were used with 6s being the most utilised (33.47%), then specials (32.60%), 48s (25.81%), tube (2.95%), rail (2.81%) and 96s (2.04%). Overall Sky spend is down 6.21% YOY. Vodafone were in 2nd place spending £5.72m which represents a YOY increase of 7.50%. They put all of their budget behind the Vodafone range (99.08%) and the Vodafone HTC Sensation (0.92%). Just under a third of the money was spent on 6s (27.93%), followed by 96s (28.37%), tube (13.51%), airport (11.55%) specials (9.27%), bus (6.98%) and 48s (2.36%). Lycamobile were in 3rd place with £5.6m spend and a massive increase of 3726.46% YOY. All of their budget was invested in promoting the Lycamobile Pay as You Go SIM. The only format used was airport. Lloyds TSB were in 4th place spending £4.60m. The majority of their budget was spent on Lloyds TSB Business (73.92%) and Lloyds TSB (25.56%). The majority of the money was spent on 6s (61.62%), 48s (15.12%), specials (10.98%), rail (9.20%) and 96s (2.55%). Twentieth Century Fox were in 5th with the budget (£4.44m) spent supporting 9 films: A Good Day to Die Hard (52.46%), The Croods (14.28%), Hitchcock (11.77%), Trance (8.05%), Lincoln (5.86%), The Sessions (2.34%), Stoker (2.53%), Broken City (0.74%) and Life of Pi (1.98%). The majority of the budget was spent on 96s (40.39%), with bus (31.08%), tube (8.15%), 6s (7.82%), specials (6.29%), rail (5.34%) and 48s (0.93%) also used. Samsung were in 6th place spending £3.97m. The majority of their budget was spent on Samsung (99.98%). The majority of the money was spent on 96s (67.49%), airport (19.57%), 48s (6.09%). 6s (5.03%) and specials (1.80%). COI, ranked 7th, increased spend by 18.62% YOY supporting several departments: Department of Health (27.99%), Department of Education and Skills (31.48%) and National Citizen Service (11.11%) amongst others. Over a third of their spend was on 6s but they also used 48s (15.64%), specials (14.87%), tube (13.51%) and misc. sizes (10.19%) as well as bus, rail and airport. KFC were in 8th place spending £3.14m which represents a YOY decrease 25.10%. They invested all of their budget behind their food range. They were heavy users of 6 sheets (53.17%) and phone kiosks (46.59%). British Airways were in 9th place with £2.95m spend and an increase of 102.15% YOY. All of the spend went behind British Airways (99.53%) and BA flights (0.47%). The budget was mainly spent on specials (50.22%), airports (24.81%), 6s (19.11%)and 48s (4.62%) with 96s also being used (1.24%). Molson Coors UK were in 10th place with £2.91m spend, up 360.01% YOY. Their spend went on Carling (61.38%) and Coors (38.62%). Just under half of spend was on 6s (42.87%), but 48s (40.77%) and 96s (16.36%) were also used.
‘How's digital’ provides a broad overview of the digital market.
You may find it quite surprising that it is the UK and not Asia that is the global leader of the digital OOH market. They do in fact have 35% of all worldwide screens but their government has limited their ability to be networked so it is difficult to plan, buy and facilitate a campaign on anything other than a site by site basis. This is not the case in the UK as the majority of screens are networked, making this market one of the most sophisticated in the world and allowing clients the opportunity to capitalise on the benefit of digital Out-of-home – planning by day part, location, audience, environment and mindset to mention a few. This means that, for example, it is now possible for a client to advertise ice creams in city centres on days when the temperatures reach over 25c!Number of mainstream OOH advertising screens Worldwide : c.2,500,000% of located in Asia : c.35%% located in USA & Canada : over 50%% located in UK : c.8%
Digital still remains the success story in OOH and as new technologies continue to be developed we predict that the market will continue to increase. Not only because digital quickens the pace of the message, offers added dynamism and relevance for the advertiser but also because media owners are able transform their plants and reduce overheads.
By its very nature, the major revenue streams remain in the roadside, rail and the London underground arenas as they appeal to broadcast audiences. Their counterparts offer unique, targeted solutions so will of course have a degree of capped income.
London is the commercial centre of digital media as the majority of roadside, rail and London undergroundformats are situated in thecapital. However, it is testament to the changing landscape that well over a 1/3of impacts are now delivered outside of London and we urge you to consider them when being briefed.
There is no industry data that measures digital spend by advertiser. However these are the top spending Posterscope digital advertisers (Jan-April 2013) MMO2PSAMARSSony EricssonInBev20th Century Fox Home EntertainmentAbbey/SantanderCotyEstee Lauder UKCamelot
The role of digital OOH is many fold as demonstrated by some of the campaigns above Extending TV activity Flexible campaign durations Daypart use Short lead times Multiple creative executions Gender specific copy Production values
‘Stuff we liked’ is a showcase of the best stuff that has come out of Posterscope and the industry over the last few months. This is updated every months with the latest campaigns however a record of previous
Air New Zealand’s ‘Cuddle Class Tour’ To promote their innovative economy seating, the ‘Skycouch’, and flights from Heathrow to LA, Air New Zealand carried out a tour of London, showcasing their new seats to travel agents, the media and consumers. The ‘Skycouch’ was installed in the back of a clear truck and ferried around London, stopping off at numerous key locations across the city. On board the truck, guests were invited to play our bespoke Air New Zealand e-scratch card on an iPad with the chance to win prizes including a holiday to Palm Springs, New Zealand wine, DVDs and branded eye masks. Guests were also treated to Hummingbird cupcakes and encouraged to have their photo taken with our gorgeous Californian models.
To celebrate the release of Epic, a 3D GG adventure comedy from the creators of Ice age, psLIVE placed ‘The Epic Hummingbird Flight Simulator’ at Westfield Stratford and Bluewater across a weekend in May. On entering the simulator, participants found themselves immersed in a hidden world, flying through the sky as if they were flying on the back of a hummingbird, running from the evil Boggans and helping the heroine save the forest. In total, almost 3,000 people took part in the ride over the 2 days.
BT use OOH and a real-time system to promote BT Sport BT is using press, TV, online and extensive outdoor activity to promote the launch of its new BT Sports television channels. The campaign features Premiership football players Robin Van Persie, and Gareth Bale and Premiership rugby players Owen Farrell and Manu Tuilagi alongside the strapline: "BT Sport, Great sport happens here”. The OOH campaign was intricately planned to help launch the BT Sport brand with great stature in key football & rugby areas nationwide using multiple formats and including a real-time and reactive digital OOH element enabling messages to be adapted to location, time and current events.
Bingo operator Mecca is currently trialling NFC-enabled advertising on the UK's transport network, with the campaign set to extend if it proves successful.Mecca worked with Posterscope, in association with on-train media company KBH and Carat, for the campaign, which invites commuters to interact with in-carriage Mecca Tap4 touchpoint posters by tapping, scanning or texting to access Meccabingo.com, and receive a £50 freeplay sign-up bonus.Each touchpoint uses NFC tags and QR codes, and also provides a number to text to receive a link via SMS. The campaign is being trialled by South West Trains commuters, travelling on routes in West London.
Weetabix has unveiled a new campaign for its ‘On the Go’ range of cereal bars, that will run for four weeks across TV, print, online, OOH and DOOH.The campaign looks to target mums through the various stages of their morning, from watching TV while getting breakfast to OOH on their morning commute. This is the first time Weetabix has used OOH advertising for over three years. This highlights the increasing importance of the medium from a strategic advertising perspective, and is buoyed by ongoing advancements in technology, innovation and sophisticated consumer insight tools which are all helping to drive new levels of audience engagement.
From the 3rd to the 28th of May, TOTAL featured promotional activityat Nice airport. As an F1 sponsor, timing was based around the F1 race on May 26th in Monaco.TOTAL combined an experiential space to supplement their ‘standard’ signage around the airport. The stand consists of 2 simulators which are each set up with an F1 computer game where the users can compete against each other. There is also a Green Screen, where passengers can have their photo taken with Romain Grosjean, collect a print off and access it via Facebook. iPads are placed around the stand, which passengers can play games on/fill out a questionnaire to win a prize. Data already shows that the simulators are the most popular part of the stand.Hostesses were booked to encourage a ‘call to action’ and to aid passengers with the differing technologies.PSI worked closely with psLIVE and Blackjack Promotions on this execution.
As part of Tommy Hilfiger’s Spring Summer campaign, they booked double-decker wrapped buses which made their way through the city centres of Lille, Nantes, and Rouen on tailored routes, specified by the client. In Lille, they also booked hostesses who dressed head-to-toe in Tommy clothes, and jumped on and off the buses in busy locations distributing leaflets in order to drive passersby to go to the Tommy store.
The idea behind Vitaminwater #makeboringbrilliant campaign in the US was to take the ordinary, everyday and make it more exciting. At the Columbus Circle subway station digital screens displayed a “boring button”. When the button was activated, the screen revealed a funny clip that would brighten that person’s day. The call to action #makeboringbrilliant was supported through TV and online, asking fans to tweet @vitaminwater what was boring to them. Twitter would respond or tweet back at that person with a wacky image or video.
Macmillan uses gender recognition to advertising to target supportersMacmillan Cancer Support has launched a new outdoor fundraising campaign, which uses innovative digital face recognition technology to serve tailored adverts to men and women.The campaign ran on Ocean Outdoor’s digital screen at Westfield London using the latest “Look Out” camera technology.The new technology monitors the gender of the audience, with two gender specific creative executions; “No Mum should face Cancer alone” and “No Dad Should face Cancer alone”, both prompting a £5 text donation.When the immediate audience is less that 60/40, a generic ad is shown.Ocean launched its gender recognition technology at its Eat Street screen late last year.
BlackBerry Educates And Rewards Consumers With An NFC GameBlackBerry wanted to give people the ability to really get a hands-on experience with the phone as well as its’ bold new OS. They also wanted to draw attention to one of the technological edges the Z10 has over the iPhone – Near Field Communication or NFC.The Keep Moving Tour campaign was rolled out across the US almost immediately after the launch of the Z10. Featuring BlackBerry-branded vans equipped with a giant, completely functional Z10, doors that open up to reveal an NFC game board, and a seating area inside with the latest devices in both black and white. The vans didn’t take long to garner plenty of attention from people on the street curious to see what the BlackBerry Z10 is all about.
Antarctica Beer: Turning Beer into Train TicketsCarnival in Rio is exuberant and outrageous. So beer brand Antarctica as a main sponsor decided to match their advertising with a potent message of ‘Don’t Drink and Drive’. Arrive safely at home after drinking by using the a ‘Beer Turnstile’ at the metro station.A new underground turnstile accepted empty Antarctica beer cans as tickets. Via optical reading, each can was scanned and the gate opened. The person just needed to save the last (empty!) beer can and use it to get home safely.
Billboard Bug Spray Becomes Giant Insect TrapOrphea4D is an insect spray, and with summer approaching they tried something a little different to get noticed, by creating a billboard advertisement that traps and kills insects. The campaign billboard was setup just like any other billboard, but this one had transparent glue in the shape of what would typically be the spray from the can, ultimately catching any insect that touched the billboard.
Target Builds Life-Size 'Dollhouse' Inside Grand CentralThe glory of Grand Central Terminal got a little touch of Target recently when the retailer built a life-size dollhouse in the middle of the station to promote its Threshold home décor line.The 1,600-square-foot installation was made up of interlocking 4-by-8 panels that were fitted together in just 54 hours to create an open-plan house, as well as a patio and lawn area that will show off the line. There were somewhere between 3,500 and 4,000 products on display in the house, everything from towels to lamps to throw pillows, and each one -- other than a couch, a dining room table and a headboard -- are for sale by Target.The house was "designed for exploration" for the more than 500,000 people who visit the terminal daily for commuting, shopping and dining. There were"guest interactions" scattered throughout the house -- for example, in the bathrooms, there were makeovers being offered -- and staff members inside the house were on hand to show off products and encourage people to touch them and use them. The project coincides with the terminal's centennial celebration, which is sponsored by Target.
Talisker creates 'world's first interactive storm'A tailored made 25-foot interactive installation was created by Talisker Whiskey, who are taking their Scottish weather on tour to promote their new libation, Talisker Storm.The whiskey-makers wanted to bring their tempestuous weather to whiskey-drinkers across Europe, beginning in London, outside the Design Museum on the Southbank. With the help of infamous weatherman Michael Fish, the team presented an interactive storm complete with fog, rain, lightening and wind. Brave people could choose how much of a beating they wished to take, and then warm themselves with a complimentary glass of the gold stuff while the hardiest had the opportunity to win a bottle.The interactive storm will also be featured in Munich and Madrid later this May.
Child Abuse Poster Deliver Encrypted Message Only Children Can SeeThe Spanish organisation ANAR recently released an ad campaign that can only be seen by the children suffering from abuse – without alerting their abusers in the process.Using a technique called lenticular printing – which is also used for 3D posters – the foundation has created a poster that displays different images depending on the angle it is viewed from.So, for anyone over 4’5″ they see a poster with a normal child and a slogan that reads “sometimes, child abuse is only visible to the child suffering it.” When viewed from the height of an average 10-year old boy however, the image is a child with bruises on their face, a hotline number and the message, “if somebody hurts you, phone us and we’ll help you”.
All macro trends but all are prevalent and pertinent to OOHWhether they apply to consumer behaviour or brands or mediaAll prompt us to re-consider the way we plan and the way we position OOH within the broader landscape...
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...It’s all kinds of bespoke placements, exhibition spaces, client owned inventory and BTL retail comms.Plus the technology that consumers use when they are out and about - in principle, a laptop can be just as OOH as a posterThere’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 globalecosystems e.g.;Google (video – YouTube, search, mobile display, Gmail, Google+)Facebook (website, mobile app/site, f-commerce)apple (i-phone, i-Pad, i-tunes, i-ads)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.
By 2014, in a study by VC firm Kleiner Perkins, analyst Mary Meeker predicted that mobile browsing will exceed desktop browsing by 2014. Known as the “Queen of the Internet”, Meeker is acknowledged as the industry’s leading and most respected analyst. In the report, Meeker predicts smartphone and tablet shipments will surpass PC shipments for the first time in 2011. Additionally, Kleiner Perkins points to a convergence occurring where social, local and mobile come together through mobile devices and mobile apps. In the palm of one’s hand, these magical devices have GPS capabilities to make them local and a plethora of apps to make them social. As new social and location based apps come to the market, this will only fuel greater mobile internet usage
This changes how people behave when OOH, and also how they interact with OOH.
And these days a poster is not just a poster....it can also be used as a....-TV /website e.g. five live example on the underground which had a live link to the streets of New York-Cinema e.g. cinema Peroni-Gaming console e.g.Cadbury’s Stars and Strips)
Exhibition stands these days can be interactive, connective, digitally social experiences etc. Such as the MINI Countryman example.
And a phone for example can be used as a computer, radio or TV or even as a means of purchasing...
CINEMA PERONI - PERONI NASTRO AZZURROAs part of the sign off to PeroniNastroAzzurro’s association with Italian film,a typical busy poster site was transformed into a working picture house to remind London consumers that Peroni is not only the stylish Italian choice but a brand that can deliver the unexpected with a sense of fun by surprising and delighting consumers with stand out experiential activity.Located in a prime Shoreditch location, the out of home cinema complete with bespoke cinema seating on a raised platform, hostesses serving popcorn to consumers, and accompanying 3D specials on the left hand and right hand sides flanking the main screen ran for 8 nights in March.A second site in Westminster continued with the film association but acted as a stand alone site.Over the live period 1.5 million impacts were recorded alongside huge online buzz.
Watch Something....Once the Games were under-way a LIVEPOSTER™ campaign on Transvision and XTP screens was launched, providing the public with top coverage of the Paralympic action in real-time and driving them to the C4 Paralympic Highlights show each evening.The ads were updated throughout the day with breaking news and images from the day’s events. This was alternated with a live medals table that was played out across the digital screens, showcasing Team GB’s success.
100% of budget – Cannes Lion WinnerWi-fi launched on underground – reduces the gap between exposure and the action for underground campaigns
Poster takes on interactive characteristics & demonstrates mobile experience20 sites nationallyPromoting Yell’s mobile appConsumer generated reviews from Yell website & local business infoCovers restaurants, cafes, bars, hotel, taxis, shopsConstantly updated with latest reviewsTouch a location for full review
Very.co.uk trials digital windows for mobile pushOnline retailer Very.co.uk is trialling a digital initiative that uses high street shop windows to draw shoppers on to its mobile website through NFC and QR codes. Very used a previously empty store front in the Liverpool One shopping centre to showcase three key fashion trends for the festive season alongside NFC and QR codes to encourage shoppers to use smartphones and tablets to interact with the display and shop through their devices.The ranges in the display were tailored to the tastes of Liverpool shoppers based on the online browsing and purchasing habits of Very.co.uk shoppers in the area.
McCain gives chip lovers a high fiveMcCain Food has decided to celebrate those who have chips for dinner in a £3.5m campaign by giving them a high five.The campaign, which also includes 21 different ‘personalised’ executions, was planned and booked by PHD and Posterscope with creative by BMB.The posters at JCDecaux sites and bus stops is designed to celebrate the anticipation of eating chips in a light-hearted way and encourage consumer engagement, with those who high five the bus posters receiving money off vouchers for McCain Home Chips.
Tesco Homeplus wanted to become the number one store in South Korea without increasing the number of stores. As time-poor Korean tend to shop near their home, Homeplus decided to ‘let the store come to the people’ by creating virtual stores within subways. The displays and merchandise were exactly the same as instore however consumers used QR codes and smart phones to shop. When the online purchase is done it is delivered direct to your home.
To kick off the UK football season, ESPN , the American global cable television network focussing on sports-related programming, worked with Arena Media, Posterscope UK and LocaModa to create an innovation OOH campaign to actively engage fans and continue the dialogue with them from TV screen, online and mobile device. The campaign is the first UK campaign to integrate live, real time content and debate, featuring comments from ESPN ‘s well-known football presenters while they are on-air. The digital screens, across the weekend, show the presenters questions or raise subjects for debate, such as "Which new signing will have the biggest impact?“. Some of these topics will be discussed on air and passers-by will be encouraged to respond on Twitter, using the hashtag #espnuk.Live scores from football news site ESPNsoccernet.com were also included in the digital outdoor feeds, alongside information about ESPN’s live football matches and Twitter responses from the public.The campaign, the biggest social campaign to run across digital Out-of-Home, involved over 300 screens across the UK, including screens on London Underground and British Rail’s Transvision screens.
Two way digital OOH Video call on wallResidents of rival cities Toronto and Montreal are being encouraged to virtually visit each other’s cities through a live interactive portal known as The Cheating Wall. The wall, consisting of separate HD video panels, each with their own camera, microphone, sensor and speaker, allows people to see, talk and interact with one another in real time. Participants are also encouraged to tweet about the wall and access the Facebook page to win flights to the respective cities courtesy of Air Canada.
TBWA\\Paris Creates a Digital Link Between Lyons and Brussels for the SNCFFrench National Railways, the SNCF hired TBWA\\Paris to run a digital morning events campaign to promote its new direct High-Speed (TGV) service linking Lyons with Brussels.On September 21 and 22, the agency installed a cube at the Place de la République in Lyons, with a caption “Stick Your Head into Brussels” with a hole where one could indeed stick one’s head.Anyone who was tempted to try the experience was surprised to find himself in the middle of the Mont des Arts in Brussels, where the Burgermeister, an official fanfare and a crowd of curious onlookers were on hand to greet and talk to them.This was made possible by a system of several screens linked by satellite connecting the two cities.
And we can offer engagement. Vital in the new world.
Nestlé Kit Kat launches NFC-enabled outdoor campaignKit Kat launched its new ‘We Will Find You’ promotional campaign, which will see the distribution of six chocolate bars fitted with a GPS tracker. On discovery of a winning bar, the consumer will be instructed to activate the GPS tracker which, in turn, alerts a team to deliver a £10,000 prize directly to the winner.3,000 outdoor 6-sheets were fitted with NFC/QR Touchpoints that directed users to live competition updates and the opportunity to enter a secondary competition with an on-pack code via Facebook. Smartphone interactions drive to a mobile landing page which hosted updates on the number of GPS bars left.Posterscope, working in conjunction with Mindshare, JWT and Pragmatica, delivered this campaign with JCDecaux, Clear Channel and Primesight.
Play it....Green Giant ran a campaign that linked digital screens and experiential with the use of augmented reality. Running in the Trafford Centre for a weekend, children were given the chance to Hi-Five the giant on the large digital screen to see if they were eating their 5 a day. Colin Jackson also had a go!
Pennies for Life- Creating change at Westfield LondonA unique live event on Southern Terrace ran in late February 2012. The space on a huge digital poster site was used to invite shoppers to donate money - by texting the poster itself. When a text arrived, a shower of coins dropped into place, forming a picture of a woman in Africa; a woman we could now help to set up her own business. It's a live example of small change here creating big change in Africa.
Using online to control the physical worldAriel Fashion ShootSaatchi & Saatchi Stockholm set up a jam-firing robot in Stockholm station: Facebook users in Nordic countries can aim it at a selection of white 'designer' clothes. Hit something and you win the clothes, washed clean of course using the client's productThe stunt was set up on August 29 in the waiting hall of Stockholm Central Station and ran until September 3. Facebook users could control the specially programmed industrial robot loaded with ketchup, drinking chocolate and lingonberry jam.
Mini Fan the FlameMINI 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…If your burst of flame broke the rope and set the MINI Countryman free, it was yours to keep! This is another great examples of the real and digital worlds combining.
Eurostar screens consumer conversation live on the Tube Eurostar launched a live advertising platform to integrate social media and consumer conversation into its mainstream advertising activity on 60 CBS Outdoor XTP screens and 100 LCD screens across London Underground stations.The campaign promoted the international connection from London to Amsterdam via Brussels and is expected to be part of the brand’s activity before and during the London 2012 Olympic Games.Eurostar developed the campaign to help customers travelling around Europe share experiences and advice while communicating directly with the brand. The campaign integrated real time comments and opinions about Eurostar, its services and destinations into the XTP creative. This included varying degrees of live executions, including a timetable countdown and ‘on board’ updates.Eurostar Live was truly interactive, displaying around 4,000 unique posts per day from the Eurostar Facebook and Twitter profiles. An image uploaded online could be re-purposed immediately to run on Underground screens, and comments from bloggers using #Eurostarlive were live on screen within minutes.A digital clock counted down until the next train arrived at its destination and an ‘on board’ live report from the train provided details such as its speed, distance travelled, and pictures.Users could also share ‘hidden gems’ and recommend places for others to visit and a daily picture competition asked visitors to guess a secret location from one of the cities. Another competition judged the best user-generated pictures.
Cadillac hits 30,000 activations for mobile, OOH programGeneral Motors’ Cadillac was pushing the new ATS model through augmented reality installations in top U.S. marketers by transforming street murals into driving experiences on smartphones and tablets.
A new report from Juniper Research has found that the NFC retail payments market will exceed $180 billion globally by 2017, more than a seven-fold increase over 2012. The leading regions of North America, Western Europe and Far East & China will contribute 90% of this market value as smartphones with NFC payment technology become standard. Technology & Ecosystem DevelopmentsThe report found that 2011 was a watershed year for NFC payments. Major technology infrastructure standards were finalised, many mobile network operators committed to the market and NFC payment pilots from both mobile operators and financial institutions transitioned to commercial service. Above all, NFC-enabled smartphone models were announced by almost all handset manufacturers and Google ignited the market by launching its wallet in the US.NFC enabled devices allows the user to open an app, go to a website to view content, download vouchers, make a purchase, register facebook likes or check in at a location, simply by holding an NFC-enabled mobile to a poster site or payment point. Your phone effectively replaces your wallet so if you see something you like on a poster you can click and buy it there and then.
To understand the potential of NFC, a piece of research from Posterscope and Clear Channel reveals the applications, content and environments that consumers claim to be most valuable and relevant for NFC enabled poster interactions. It also looks at brand and advertiser product categories for which NFC-OOH experiences would be most appealing and current levels of consumer awareness and understanding. A video demonstrating the future potential formed part of the research project. http://www.youtube.com/watch?v=ORkuWJcJpXoOther recent reports produced by Posterscope include ‘NFC News and Views’, Social Media, ‘Smartphones Social and Screen’s, etc, which all look into how OOH integrates with mobile, social and technologies.The convergent world presents an enormous range of opportunities for brands to derive even more value from the OOH medium. The Guide to Convergent OOH, located on slideshare, outlines some of the opportunities available and associated case studies.
The Posterscope View: How OOH will evolve in 2013We always like to share our perspective on how the world of OOH is evolving out there, changing our thinking and opening up new opportunities for our advertisers, so we have looked at some of the key themes which we think will play out in the OOH ecosystem over the year ahead. We look at audience growth and how very soon we’ll be able to capture and quantify its movement in a more sophisticated way than ever before, we delve deeper into how the increasingly connected population is engaging and interacting with our medium thanks to a whole host of exciting technologies, propelling OOH towards a real-time future, and we explore the growing value of more immersive brand experiences for consumers whilst out and about. The report can be found on slideshare: http://www.slideshare.net/Posterscope/posterscope-predictions-v5
VirtuoCity is a driving simulation where research respondents watch video footage that follows a car driving through the suburbs and into the town centre. Specialist laptops measure respondents eye-tracking and then recall studies identify the memorability of different OOH advertising variables within the Virtual City. To arrange a presentation, please call your Posterscope team.“Love Posterscope/JCDecaux paper proving some long held beliefs about size, orientation, frequency and animation value in OOH” Kristin Bayliss, Universal McCann“One of the coolest presentations I’ve ever seen. It’s like grand theft auto of the OOH planning world” MediatelVoted Best Research Paper at 2012 MRG Conference
Geography of Time (GoT) is a two part research project. A (quantative) survey of 3,500 respondents from 5 major GB conurbations to gain insight into city life. Secondly, a PDA diary which recorded 1,200 diary days of consumers’ activities. The PDA diary is similar to Touchpoints and analysing the two data sources creates some interesting insight. Also the data from both surveys support each other, adding confidence in the results. The time element of the survey (the PDA diary) was launched at the recent trojectory conference hosted by the IPA.
With the aim of understanding our clients’ search and social strategies, to make OOH work harder, to create innovative solutions and more convergent campaigns”
MediaCo to launch real-time, interactive outdoor network CityLive MediaCo Outdoor is preparing to launch an interactive network of 20 digital touchscreens with Manchester City Council called CityLive.Located in and around major pedestrian areas of Manchester city centre including Piccadilly Gardens, Market Street and New Cathedral Street, CityLive claims to be "a world first", with each portrait orientated, state-of-the-art screen offering brand advertising with full motion capabilities, built-in NFC, facial recognition software, HD camera, dynamic audio, RSS feed/weather widgets and city interactive wayfinding. This is the first time that all technology available on the market relevant to outdoor has been brought together in one place, in one screen.The CityLive management system will also include real-time audience optimisation software that will allow automated real-time media scheduling.It’s through this advancement in proprietary data, systems and a new trading and pricing model from MediaCo Outdoor, aimed to incentivise advertisers and creative agencies to develop interactive campaigns of any duration, that MediaCo Outdoor demonstrates its commitment to a more dynamic trading system for OOH.CityLive will be fully operational by the start of Autumn 2013 and will reach over 2.3 million adult impacts per week across the streets of Manchester.
Ocean Outdoor has launched its first full motion city centre screen in Leeds with campaigns featuring Samsung, Nationwide, Marks & Spencer and Costa Coffee.The Screen@ Trinity Leeds is located above the main entrance to the newly opened shopping centre, Trinity Leeds, overlooking the busy thoroughfares of Albion and Commercial Streets.The screen measures 6.1 by 3.5 metres. Its location is in one of the UK’s busiest business and shopping districts offering advertisers a chance to reach an audience of more than one million city workers and shoppers per fortnight.According to figures from Leeds City Council more than 24 million tourists visit Leeds city centre on day trips every year.
CBS Outdoor UK brings ultimate holiday ideas to the Tube CBS Outdoor UK has launched a bespoke new content series in partnership with the world’s leading travel content provider, Lonely Planet, giving commuters on the Tube a taste of 1000 ultimate global sights. The content will run for a year on CBS Outdoor UK’s XTP digital screens on the London Underground across zone 1 stations.
CBS Outdoor UK hosts ‘All Eyes on London’ conference CBS Outdoor UK held a conference on 26th April to remind brands and agencies about the value of targeting London audiences through Out-of-Home formats in the capital city. CBS Outdoor UK highlighted the fact that London is an iconic world city and an economic powerhouse, being number one for fashion and retail, a centre of culture, creativity and innovation and continually prospering ahead of the rest of the UK.
Outdoor hits £213.2m in Q1 2013 The Outdoor Media Centre announced that outdoor revenues grew 0.1% year on year in the first quarter, to £213.2m. Although essentially flat, on the back of the Olympic year 2012, this marks the seventh quarter of consecutive growth in the outdoor medium.Revenues in the digital sector grew to £43.1m, up 21% year on year as advertiser’s explored new ways to use digital advertising, and media owners continued to invest, transforming sites in the best locations to digital. Digital made up 20.2% of the total outdoor revenue in Q1, up from 16.7% in Q1, 2012.
From arousal to behaviour: How out of home influences the five stages of brain reaction Primesight have recently worked with psychologists, Dr Evans and Dr Gibbons, from University College London to identify the brain reaction affected by outdoor media. ‘Every step of the way’ is an insightful review of how posters provide an effective advertising platform to influence buying behaviour, drawing on work from nine academic studies and established factors which can trigger influence. The review identified that outdoor advertising affects all the five stages of brain reaction ‘arousal’, ‘attention’, ‘memory’, ‘attitude’, and ‘behaviour’.
Clear Channel launches nationwide Mobile Platform consumer campaign Clear Channel has launched a nationwide campaign to raise consumer awareness of their new Mobile Platform, which launched on 10,000 Adshel and roadside panels in March. Consumers who tap or scan their smartphone on interactive tags next to posters featuring ADi, the robot quiz master, will have a chance to win £1,000 of technology vouchers in a free-to-enter competition. Anybody who answers all three questions correctly will be able to enter a prize draw and share their success with friends on social media. The competition will run until the end of July.
THE INEVITABLE UNION OF MOBILE AND OUTDOORThe impact of digital and social media on advertising has never been greater.Digital has touched every aspect of business and personal lives, including news, media, social and of course those advertising dollars, but it is the new explosion of mobile meeting with outdoor that might just be the most significant yet. 2012 saw the year of mobile, 2013 could be the year when mobile integrated with Outdoor to supply the advertising world with a superior marketing proposition.Interactivity is at the heart of such explosions but it isn’t new. The advent of Bluetooth saw the birth of outdoor advertising’s digital interactivity where, for the first time, poster could originate content on to a mobile device. Unfortunately for Out Of Home it never really turned into the diamond that some hoped it would be; it deemed to be intrusive and unusable. However, during this period, the industry has been concentrating on one off structures and digital screens, but apart from a nicer looking display, nothing has really changed… or has it?The industry is excited about NFC, but the real buzz should be about using triggers in posters prompting consumers to engage in searches for further information about a brand or a product via their phone. Whether it is through NFC, QR, WiFi, Facebook or Twitter it doesn’t really matter. What matters is that outdoor is activating contact on a mobile phone. It will be the connection that will allow the marriage of mobile and outdoor. Advertisers can now influence consumer behaviour whilst on the go like never before. The caveat here is that advertisers need to ensure they do not abuse the new found value exchange. When content has no value it becomes intrusive and irrelevant. Posters are only genuinely conscious when the content is creatively brilliant, relevant, personalised or engaging. Get this right and there is an opportunity to extend the relationship with the customer past the poster into the world of social and beyond.Take the single billboard bookings, or ‘one site wonders’ as they are affectionately known that have hit the headlines this year. Job hopeful Adam Pacitti spent his last £500 on a billboard, advertising for employment. The poster caused such a stir across social and mainstream media that he recently took another billboard advert to celebrate a new job. Inspired by this, The Sun journalist Lee Price recently put up 3 billboards to invite people to interact with him in online and real life; but this can’t happen for a brand, right? Wrong. Unilever’s ‘Even Angels Will Fall’ augmented reality campaign with Lynx with only 2 sites proved this by generating 1 million hits online.In a digital age, Out Of Home is quickly becoming established as the natural gateway to drive interaction through social media that is providing the power to change consumer behaviour and has brought a more granular level of measurability.The inevitable union of outdoor and mobile means we can now evaluate not just the impact of outdoor advertising but track the action it has prompted consumers to take, thus the year when outdoor met mobile.
Largest Poster Site Outside London Unveiled in Piccadilly Gardens On Monday 20th May, the largest poster site outside London was unveiled in Manchester’s Piccadilly Gardens. The first advertisement to be displayed on the 508 square metre site will be the England Nike kit, featuring Manchester United’s Danny Welbeck.
JCDecaux- Waterloo MotionThe Waterloo Motion is a 40-metre long digital screen that will dominate the concourse at Waterloo Station. It is currentlybeing tested in Kent, due for release later this year.
CBS Corp to sell CBS Outdoor internationalCBS Corp said it would pursue a "divestiture" of its outdoor business in Europe and Asia, and would convert its outdoor arm in the Americas into a "real estate investment trust" (REIT).It is believed there is no specific timeline for the sale and it is understood that CBS Corp will involve trade and other buyers in the process.There has been speculation that CBS Corp would sell its outdoor business for some time, and it was widely believed that the problems the UK business had with the London Underground (LU) contract were preventing a sale.