Real World November 2014
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The Real World is Posterscope's monthly market update featuring up-to-date market facts and figures, latest developments and some great OOH campaigns.
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Real World November 2014
- 3. We Live in a Changing World Formats are converging OOH Connectivity is high There is increasing global mobility… New technologies are continually emerging Businesses and markets are converging or fragmenting People expect to do anything, anywhere Media is not only bought, but earned and owned Data is the new raw material
- 4. We are Posters Laptops Tablets Duty Free / Retail Media & Assets Owned OOH (e.g. buildings or jet bridges) Networked Video ScreensContent Physical Experiences (sampling) Experiential Stands / Zones Platforms Apps & Games Commerce & Coupons Mobile etc Data Technology Ads People & Places Services / Utilities (e.g. wifi) re-defining Out-of-Home as an ecosystem
- 6. Did you know… Seasonal Stats Source: data.london.gov.uk, October 2014
- 7. Did you know… On The Move Source: TfL, Oct 2014 The Tube carries more than a billion passengers each year - up to four million journeys each day. That number is expected to increase by 2030.
- 10. OCS in Numbers 6,827 Total sample in UK 6th Version 100,000+ Global respondents 30 Countries OCS is run in 2.5 Number of hours saved by the OCS macro per run 41 Number of OOH formats analysed within OCS %
- 11. Did you know… OCS Over 60% of Londoners agree that customised posters make a brand/product more memorable
- 12. TouchPoints
- 13. Did you know… TouchPoints Sunday – Monday are the most popular days for watching VoD on mobile devices while people are OOH
- 21. A pioneering new travel survey
- 22. Measuring audiences whilst OOH
- 23. Revolutionising the way we plan OOH
- 24. We Live in a Convergent World
- 25. Driven by technology… 30% The percentage of Google searches containing a location component Smartphones are critical shopping tools with 95% having researched a product or service on their device 85% The percentage of smartphone users who look for local information on their phone with 81% taking action a result 125 The number of NFC transactions in the UK every minute 654m The number of people who access Facebook at least once a day on a mobile device
- 26. And consumer expectation 313,141 The number of Facebook Places check-ins at the O2 Arena- the UK’s number one place to check-in 3 The number of internet connected devices UK consumers use on average 1.5m The number of contactless bus fare payments made in London since December The percentage of UK smartphone penetration 62%
- 27. Gateway to Mobile Content: NFC
- 29. Networked OOH: Public Utility
- 30. Owned OOH
- 31. Owned OOH
- 32. Owned OOH
- 33. Experiential
- 34. Experiential
- 35. Influencing Digital Behaviour: Driving Search
- 36. Social Media Influencing Digital Behaviour: Driving Search Mentions of "gocompare" OR "gocompare.com" OR "go compare" AND "graffiti" OR "poster" OR "billboard" OR "OOH" OR "outdoor" 0 50 100 150 200 250 300 350 400 Chart TitleOOH Popularity – Total Mentions on Twitter – 3,069 over period Influencing Digital Behaviour: Driving Search: Social Media Mentions Date
- 37. Online Controlling The Physical World
- 38. Live Video
- 41. Index of tweets vs. the norm in proximity to posters in Nottingham New Planning Data
- 45. 1999-2014 Media Revenue Media Revenue Growth Source: Aegis Media & WARC 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 (f) 2014 (f) Internet Outdoor Cinema Radio TV Magazines Newspapers Media Year Annualtotalmediaspendin£m
- 46. 0 50 100 150 200 250 300 Q1 Q2 Q3 Q4 £m Quarter 2012 2013 2014 Media Revenue Q3 2014 OOH Revenue Total 2013 - £989.6m (2.0% YOY)Source: OMC Revenue for 2014 estimated at +3% -2.2% 6.4% 0.6%
- 47. UK Digital OOH Revenue 0 50 100 150 200 250 300 350 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Source: OMC/Posterscope estimates 3.8% of OOH spend 22% of OOH spend Forecast
- 48. UK Digital Outdoor Revenue by Quarter Source: Outdoor Media Centre 0 10 20 30 40 50 60 70 80 2007 2008 2009 2010 2011 2012 2013 2014 £m Year Q1 Q2 Q3 Q4
- 49. The top OOH spending categories: September 2014 Top 10 Categories Entertainment and leisure Government, social & political organisations Telecoms FoodFinance Drink Travel and Transport Motors Media Cosmetics and personal care £101.9m -14.0% £70.1m -27.4% £51.9m -8.4% £47.0m -6.0% £45.5m 18.4% £22.8m 48.6% £23.3m 15.3% £28.9m 20.3% £34.5m -17.1% £37.9m 20.5% Note: Data up to 30th September 2014
- 50. The top OOH spending advertisers: September 2014 Who’s Spending? £22.8m -27.1% £14.5m 102.5% £10.3m -1.4% £10.2m -15.2% £9.8m 10.1% £6.9m -58.8% £7.4m 77.6% £7.6m 21.4% £8.1m -19.5% £9.2m -4.4% Note: Data up to 30th September 2014
- 51. Spend by OOH format: September 2014 Spend Trends- Roadside £8.3m -17.4% Misc. £53.6m 69.0% Digital6s £197.7m 1.9% 48s £68.6m -16.0% 96s £23.9m -64.1% Specials £7.4m -54.3% Note: Data up to 30th September 2014
- 52. Spend by OOH format: September 2014 Spend Trends- Transport £64.9m 3.0% £37.0m -16.9% £35.7m -6.2% £40.8m 41.1% Note: Data up to 30th September 2014
- 53. 31% 23% 21% 8% 17% Consolidated Market Place Others Est. Market share based on revenue
- 54. Roadside, rail, malls, supermarkets, airports and experiential Nationwide across environments in all the key cities across the UK Roadside: Continued investment in digital. Key new digital locations set to launch including The M4 Tower and The Holland Park Tower Rail: Waterloo Motion set to launch at Waterloo Station. Continued expansion of Transvision and D6 networks Retail: M-Vision will expand to further premium malls as D6 network extends and digital investment at Tesco Airport: Digital and high impact media space will be unveiled for Heathrow Terminal 2 launch Experiential: Newly launched division JCDecaux Live is set to expand the multi-environment portfolio further Connected Commuter and Connected Youth ‘Power of Influence’ research and new ‘Business Traveller 2’ insight from JCDecaux Airport JCDecaux is a privately owned French OOH advertising company, founded in 1964 in Lyon with a small business based on street furniture. Reporting €2,676.2 million in revenue in 2013, JCDecaux now operates in more than 55 markets worldwide and is market-leader in the UK jcdecaux.co.uk About JCDecaux Key Areas For Investment Key Formats Geography Proprietary Research + Media where it matters
- 55. Roadside, supermarkets, shopping malls, digital portfolio, Pinnacle Nationwide Special builds, digital and interactivity: Storm- Storm is designed to revolutionise premium digital out- of-home. It launched with The Chiswick Towers and Cromwell Road Tower, The A40 Power Station and Coventry House at Piccadilly Circus. The portfolio will be further strengthened with the North London Towers Mobile platform- Clear Channel UK and Metro have announced a partnership that will bring free content to commuters at mobile-enabled bus shelters with interactive tags right across the UK Ngen Part of Clear Channel Communications Inc, the American- based global media and entertainment company, CCO was bought out by venture capitalists in 2008 and in 2013 posted revenues of $2.9bn worldwide. Built on the foundations of a national network of bus stop 6 sheets, the UK business has since expanded via an extensive portfolio of iconic, digital and mobile assets About Clear Channel Key Areas For Investment Key Formats Geography Proprietary Research + clearchannel.co.uk
- 56. Underground, bus, retail (Westfield Stratford, Westfield London and One New Change), National Rail National with a dominant presence in London Increasing digital offering across Rail & London Underground Illuminated New Bus For London Performance 48 sheets National Rail Expansion of retail offering Birmingham Express Roadside digital work.shop.play and London Worker Planning Tool Part of American-based CBS Corporation, the sale of CBS Outdoor International to LA-based Platinum Equity was announced summer 2013. CBS Outdoor has now rebranded to Exterion Media. About Exterion Outdoor Key Areas For Investment Key Formats Geography Proprietary Research + http://www.exterionmedia.co.uk/
- 57. Roadside, cinema, Glasgow subway National coverage with sites in all major cities across the UK and Glasgow Underground HD 48s, HD 96s, backlights, illuminations and illumination enhancement project via LED, digital 6 sheets, DEPs, ongoing audit of panels across the UK, recent improvements to key sites Primemobile, Primedesign, Hitwise, EPOS, Shopwyre, Geofencing Jointly owned by GMT Communications Partners LLP and the Primesight management team, Primesight is a UK- based business which posted turnover of £50.1m in 2011 primesight.co.uk About Primesight Key Areas For Investment Key Formats Geography Proprietary Research + Results are our culture
- 58. Large-format digital, iconic landmark and super-premium banner locations Ocean has a regional footprint that spans the following UK cities: London, Birmingham, Liverpool, Manchester, Leeds and Glasgow Ocean practices 'The Art of Outdoor', with every site in the Ocean portfolio having a unique quality and personality The Grid Ocean Labs Regional site expansion The Science Behind the Art of Outdoor A relative newcomer to the OOH scene, launched in 2005 Ocean Outdoor is a boutique, UK-based media company pioneering creativity in digital OOH via an expanding portfolio of large-format, high profile sites In May 2012 a management buyout, backed by LDC Capital, purchased the business from Smedvig Capital for £35m Ocean Outdoor reported revenues of £23.4 million in 2012 About Ocean Outdoor Key Areas For Investment Key Formats Geography Proprietary Research + oceanoutdoor.com
- 60. Media Playground: Is Mobile Data the Fuel for Digital OOH?
- 61. Creative Out of Home Awards 2014 Finalists Revealed
- 62. psLIVE scoop 1 Gold, 1 Silver and 2 Bronzes at the FMBE Awards
- 63. Clear Channel Starts Wrapping London
- 64. JCDecaux Signs Contract to be Media Partner for Edinburgh
- 65. Clarks and Partners Andrews Aldridge Come Out on Top in Big Bus Challenge
- 66. Digital Billboards Helped Recover Over 220 Missing People
- 67. London Commuters can Donate to Charity with Contactless Payments
- 68. JCDecaux Launches Content Division
- 69. A Digital Billboard Revolution: The Top OOH Sites Changing the Face of London
- 70. Storm Upgrades Coventry House
- 71. Introducing Ocean in Bristol
- 72. UK Adspend Growth at Three-Year High
- 73. Exterion Media teams up with Enabling Enterprise
- 74. Exterion Media Celebrates Dylan Thomas Centenary Festival at Westfield
- 75. Posterscope Claim Silver at the Campaign Big Awards
- 76. Rise of the Digital Billboards Changing the Face of London
- 77. EPE International Study Shows DOOH Advertising Drives Mobile Engagement
- 78. Ocean’s Digital Out of Home Network Becomes Fully Wi-Fi Enabled
- 79. Exterion Media UK’s work.shop.play. Community Wins Industry Award
- 80. Mike Baker to step down as CEO of the Outdoor Media Centre
- 81. “Redefining Airports” project marks UK’s largest Airport Advertising investment
- 82. Top Shop / Twitter and Women’s Aid Top Ocean’s Annual Art of Outdoor Awards
- 83. City Outdoor Media Presents Leeds Central Screen
- 84. Find Out More
- 85. Get in touch with us... Hyperspace portfolio
Editor's Notes
- Welcome to The Real World, Posterscope’s Out-of-Home landscape document that covers all the key facts and figures, market dynamics and drivers, revenues, new and relevant media and industry news and understanding the connected consumer. This document is updated on a monthly basis.
- We live in a world changing at dramatic pace… Innovations are changing the way audiences consume media, almost overnight. For example, the iPad has been the most quickly adopted non-phone electronic device ever recorded (source: CNBC / Bernstein Research). Formats are converging... For example, the humble poster is no longer this in a traditional sense… it can be a TV or a website, or a transaction point or a gaming console. Similarly, experiential activity is transforming - combining interactive content, video, mobile and social activation. And of course phone handsets themselves can now do many of these things and more…There is a huge race amongst payment-services brands to dominate the mobile commerce platform. People are increasingly expecting to be able to do anything, anywhere. The content brands are using to communicate to audiences with is also changing – many used to rely largely on a bought media model, but are now increasingly incorporating owned assets in strategies, plus driving earned sharing / exposure. Data is the new gold in identifying exactly where, when and how to engage these audiences. To plan effective multi-market campaigns requires efficient use of a wealth of local, proprietary, 3rd party and client data. Whereas the variety of communication channels that consumers have access to is fragmenting, businesses are increasingly centralising their media planning, ensuring consistency in the way their brands talk to ever-more-mobile audiences. This mobility is on a global scale, by both land and air: 51%+ of global citizens already live in cities... by 2050 this will rise to 70% (source: UN World Urbanisation Prospects 2009 Revision) Global airport traffic will rise from just under 5.0bn in 2010 to 6.3bn by 2015 (source: ACI Global Traffic Forecast 2010).
- The world is being transformed by technology, changing how people behave, especially when Out-of-Home… This is evidenced by the way we are having to re-define OOH Traditionally positioned as posters and screens that you can put ads on. Maybe a bit of experiential too. Today’s OOH media infrastructure looks very different... For example, it incorporates all kinds of bespoke placements, exhibition spaces, client owned inventory and BTL retail communications. Plus the technology that consumers use when they are out and about - in principle, a laptop can be just as OOH as a poster And there’s a whole range of things that can be layered on top of straight advertising; Services (search, public utility content on screens) Experiential concepts Platforms (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 parts What’s interesting about the OOH ecosystem is that it overlaps with other major global ecosystems e.g.; Google (video – YouTube, search, mobile display, Gmail, Google+) Facebook (website, mobile app/site, f-commerce) apple (iPhone, iPad, iTunes, iAds) Amazon (app, website, affiliate) But unlike them, the OOH ecosystem isn’t dominated by any large multi-disciplinary multi-nationals Posterscope aims to help bring a lot of this together.
- OOH is one of the only forms of media that continues to see audiences grow year after year as we spend more time out of our homes and do different things with our time.
- There were 3.62m international visitors to London in Q3 2014 (up 9% on the same quarter last year) Source: data.london.gov.uk
- The Tube carries more than a billion passengers each year - up to four million journeys each day. That number is expected to increase by 2030. Source: TfL, Oct 2014
- This section examines how we can understand the connected consumer in greater depth. It encompasses industry and proprietary insight, media owner consumer panels and Route, OOH’s revolutionary audience measurement system.
- OCS is Posterscope’s proprietary consumer survey based on a representative sample size of over 6,000 adults. It evaluates their OOH activities, their attitudes towards, and opinions of, advertising in different environments, and importantly their typical moods and mindsets in different environments. Available audiences include all the standard demographic groups plus detailed audience segmentation (matching client specific audiences), category enthusiasts, WOM influentials and social and mobile audiences. Typical areas of analysis may include weight of media consumption, travel behaviour, thoughts when travelling, OOH environmental effectiveness, OOH formats noticed, intention to purchase, actions taken in response to OOH advertising, etc.
- Posterscope’s Out-of-Home Consumer Survey (OCS) is now present in 30 countries with a total of over 100,000 respondents. In the UK the survey is now in its 6th incarnation, has a total sample size of 6,827 and incorporates over 40 OOH formats in the analysis. Posterscope launched the 6th edition of its OCS research in February 2014. This included many valuable new planning insights particularly around moods and mindsets, grocery shopping and the use of mobile platforms for researching products and services.
- So for example OCS can allow us to understand consumer shopping habits… Over 60% of Londoners agree that customised posters make a brand/product more memorable OCS 6, 2014
- PA TouchPoints is a unique, consumer-focused, multi-media database which has been produced (for the communications industry) specifically to provide insights into how people use all media. TouchPoints provides two distinct databases: the first, the Hub Survey, provides a detailed view of ‘a week in the life’ of consumer behaviour. Respondents record their activities for every waking half hour over a seven day period, giving a unique view of people's daily lives and how their media usage fits into these patterns. The survey, involving c.5,500 adults, gathers information through individuals' e.Diaries and self-completion questionnaires. The second database, the TouchPoints Channel Planner is the only industry available, multimedia channel planner. It has been created by integrating the industry media currencies onto the Hub Survey. In addition, users can integrate their own databases or proprietary tools to build a more complete picture of their company, clients and brands. TouchPoints, now in its 5th generation, is a two-pronged system which comprises of an e-diary and a self-completion questionnaire. What's new for TouchPoints5? Both questionnaires have been completely reviewed and revised to reflect the changes in media consumption today. We are moving towards using an app to collect e.diary data. Those respondents with a smart phone will be asked to download the app onto their own phone rather than carry around a PDA. In addition the app will collect passive data - it will collect everything the respondent does with their mobile phone. The main changes to the TouchPoints self-completion questionnaire are in the following areas:- - Harmonisation of frequencies across media consumption - TV viewing - including catch up VOD and short form films - Music in our day - Tablet use - Apps use - Engagement - Shopping - payment forms - Information sources -Mail - direct mail and advertising mail - Technology - Events - Social Circles - Pet ownership The main changes to the TouchPoints diary questionnaire are in the following areas:- - Location – added “in someone else’s home” - Location – added “attractions/events” to “Elsewhere indoors” - Activities – now split out: -Snacking / Drinking / Eating a meal - Shopping – Groceries split out main shop and top up shop: Online via a laptop/desktop / Online via a tablet / Online via a mobile phone device - Media consumption by device: TV via TV set / TV via the internet or an app / Radio via a radio set or a TV set / Radio via the internet or an app / Newspapers/magazines in print / Newspapers/magazines via the internet or an app - If listening to the radio or TV via the internet - through which device? Laptop/desktop / Tablet / Mobile phone / TV with internet connection / Games console / Any other device - If reading a newspaper or magazine via the internet - through which device, as above but with the addition of e.readers e.g. Kindle - Social networking sites used: Facebook / Youtube /Twitter – Instagram / LinkedIn - Google+ - Social networking via what device? Laptop/desktop / Games console / Tablet - TV with internet connection / Mobile phone - Any other device Emoticons now include: Angry / Happy / Alert / Bored / Sad / Relaxed / Confident / Tired / OK/fine / Frustrated / Stressed / Positive For the first time we will be collecting data passively via an app on the respondent's own smart phone. For more information http://www.ipa.co.uk/Page/About-TouchPoints#.Uz0ih_ldXVk
- Sunday – Monday are the most popular days for watching VoD on mobile devices while people are OOH (IPA TouchPoints 5 Passive Mobile Measurement)
- JCDecaux’s Connected Commuter, run by On Device Research, is a mobile panel of 1,500 rail commuters from London/South East and provides insight across a wide number of categories. Surveys have included finance, supermarkets, fashion, media, travel, motoring and insurance amongst others. In addition to this, in May 2013 JCDecaux launched its Connected Youth research initiative plugging in direct to 1,000 urban mobile-connected 15-24 year olds and enabling advertisers and agencies access to their opinions, habits and lifestyle choices. The Connected Youth community, also run through mobile research specialist On Device Research, gives brands up-to-the-minute insight from one of the hardest to access social groups. To further connect with this group JCDecaux have also developed an app to talk to its Connected Youth community on smartphone devices. JCDecaux will deliver short weekly surveys that will ensure advertisers get the information they need, when they need it. JCDecaux will also offer bespoke surveys at the specific request of agencies and advertisers to its Connected Youth community.
- Ngen , a unique audience insight community, was launched in June 2013. Clear Channel’s new audience insight community Ngen, allows Clear Channel and their brand partners to participate in a hosted, two-way dialogue with 400 engaged and connected 18-34 year olds from eight major UK cities. The community will cover a wide range of topics close to the hearts of its participants, creating great insight for this influential audience. Ngen participants are from a tech-savvy generation who are used to documenting their lives through social media and are happy to interact online. Ngen builds on the community’s familiarity with social media to gain a deep insight into who they are, where they go and what they think about the latest hot topics. In a recent edition of Clear Thinking, Clear Channel highlight some of the main insights from their Ngen research, run in collaboration with Crowd DNA and the Trajectory Partnership, that took place throughout 2013. The community ran for 18 weeks, alongside two waves of quantitative online research. The research focused on the knowledge, attitudes and behaviours of a generation that represents the future of the UK. By working closely with 8 brands partners including Dixons Store Group and Channel 5 it generated the following insight: • 95% Ngens still shop on the high street with the corresponding figure of 71% for online. Smartphones are also key with nearly half using smartphones for shopping related purposes • 52% of Ngens rated their smartphone as the technology they would keep above all else • 63% of Ngens agree advertising is important to a brand’s identity and almost half say they prefer targeted communication over general advertising. The contextual opportunities provided by OOH advertising is therefore key to this audience • Ngens are also one of the audiences that are key to the UK economy returning to positive growth. They have continued to spend and often think about the now rather than the future with 59% not contributing to a pension and 65% spending the same if not more on retail in areas such as clothing, footwear and consumer technology Detailed infographics on other Clear Channel audiences can also be found at Clear Channel Audiences - www.clearchannel.co.uk/think-big-think-adshel
- work.shop.play is an online research panel consisting of people aged 16+ who work, shop and play in the UK’s urban areas. It quickly provides up to date research and insight into the urban audience’s opinions, mindsets and behaviours, which can be used by Exterion Media to generate valuable audience insight and help shape clients products, services and communications. Weekly studies are run to generate behavioural, motivational and product usage insights about our audience. To ensure panel members are kept engaged and consistently feeling part of ‘The Urban Community’ – an interactive platform has been built, hosting a programme of rewards and benefits in order to incentivise participation. The panel is nationally representative with an up-weight to account for London audiences, and a total size of 10,000+ members. Vision Critical host the panel on behalf of Exterion Media. Work.shop.play now have an interactive dashboard available here: www.exterionmedia.co.uk/insight Insight for some individual categories is also available through brochures such as The Look Book and Urban Food. The Look Book gives ideas and inspiration around Fashion & Beauty from market trends to purchase journeys for specific fashion segmentations. Urban Food delves deep into city dwellers eating behaviours for all the main meals of breakfast, lunch and dinner to snacking mid-morning, mid-afternoon and in the evening. work.shop.play. was awarded the accolade of Insight Panel of The Year at the 2014 Vision Critical EMEA Summit. Vision Critical manages over 700 communities and each year awards a prize for the best performing EMEA community. The award win follows a successful year for work.shop.play., the insights from which offer Exterion Media insight into the thoughts, mind-sets and behaviours of urban audiences. The panel has seen astounding growth of more than 50% in 2014; membership numbers now stand at 10,634 up from 6,823 at the start of the year; making it the biggest online urban community of its kind in the media industry. In addition, a 50 strong mobile community has been launched.
- Airport Research Identifies How High Net Worth Business Travellers Are at the Forefront of Social and Technology Adoption 2011 JCDecaux Airport launched Business Traveller, the first survey of its kind conducted by an outdoor media company. The research focused on regular elite business flyers and explored their profile, relationship with technology and opinions on advertising. As a result of the success of the research, an updated version, Business Traveller 2, launched in October 2013. The findings of Business Traveller 2 add another layer to the understanding of JCDecaux Airport’s travellers and their sophisticated approach to finance, key decision making and airport experiences. It also unveils key insights into business travellers’ symbiotic relationship with technology and social media, and their opinions on global business. Key findings on the Airports Business audience include: • Over 1/4 have a net worth over £1m+ • 70% own tablets and 86% use apps • Over 1/3 access business news through links posted on social media websites • 73% have posted comments about products or services online, 74% read them • 62% notice advertising in airports all/most of the time • 60% think airports are the most effective place to advertise international B2B brands Business Traveller 2 highlights how advertising with JCDecaux Airport opens up a world of business influence amongst the hard-to-reach ‘business vanguard’. To find out more and read the full presentation for this research please visit: www.jcdecaux.co.uk/business-traveller-2
- JCDecaux Unveils ‘Connected’ JCDecaux has unveiled ‘Connected’, a new community of three audience panels that delivers unique insights across JCDecaux’s rail, roadside and retail portfolios. ‘Connected’ is a targeted insight tool for brands and agencies to find out more about hard-to-reach audiences to help deliver high-impact campaigns. Building upon the success of the ‘Connected Commuter’ rail community, JCDecaux has re-launched ‘Connected Commuter Rail’ and has unveiled ‘Connected Commuter Road’ and ‘Connected Consumer’. Questions can be posed, based on any category or current trending topic, to the whole ‘Connected’ community or to each panel separately. ‘Connected’ also allows brands to tailor or adopt an advertising campaign to a specific audience through dynamic content on JCDecaux’s digital screens, with results delivered within hours. Via: JCDecaux
- Route, which launched on February 26 2013, replacing Postar, is OOH’s revolutionary new audience measurement system enabling greater targeting across more environments than ever before. It incorporates the latest measurement technology and covers all major formats – which acts as a catalyst to allow OOH to be truly accountable in this increasingly multi-media, multi-platform world. £19m was invested in the research which took 4 years in the making.
- The research study, undertaken by Ipsos MediaCT and MGE Data, combines several elements: - The largest ever GPS travel survey with a fieldwork sample of 28,000 people, who each carried a GPS meter for nine days revealing how people move around as they live day-to-day. In total 19 billion GPS records were read to date and will increase by 3.3 billion every year. - A mapped network of all the pathways in the country (including tube stations, retail mall precincts, and all types of roads) to which traffic flows and audience numbers have been affixed – the Traffic Intensity Model (TIM). - Also from the TIM, the realistic opportunity to see (ROTS) has been calculated - Pioneering eye-tracking studies gauge the likelihood to see (LTS) factor of the various types of display. The research accounts for scale, orientation and distance. It also calibrates properties such as movement and illumination.
- Route, based on a sample size of 28,000, encompasses all outdoor environments – roadside, bus, Underground and train are already featured, with retail, airport and pedestrian environments to follow soon. Additions such as leisure and taxi audiences are expected to follow in 2015. The launch data includes 360,000 frames for road, bus and tube. It is designed around hyper-local geography allowing you to select from 24 conurbations or the 14 BARB areas.
- With the release of Route there is a significant opportunity around the use of the data, as it can be the catalyst for the industry to behave in a very different way. Route is not a planning or optimisation tool, (more a detailed reporting tool) but as investing underwriters, Posterscope (along with Kinetic, Rapport, Exterion, JCDecaux, Clear Channel and Primesight) have unique access to the ‘raw’ IPSOS data files (which includes all the recorded information for the 28,000 respondents in the GPS travel survey and the full frame universe database together with all of the visibility characteristics that contribute to the audience delivery). In addition we have the gold standard algorithmic code that is the basis for the outputs from the collected data. This dataset is a crucial element in our development of a unique proprietary planning tool, and trading by audience.
- Sources: Science Omega, 12th April 2013 http://www.thinkwithgoogle.com http://www.thinkwithgoogle.com Media Week, 14th August 2013 Evening Standard, 3rd June 2013 LoveUK Google Insight Business Insider, October 2012 Evening Standard, 3rd June 2013 facebook.com, 2014
- Sources: Science Omega, 12th April 2013 http://www.thinkwithgoogle.com http://www.thinkwithgoogle.com Media Week, 14th August 2013 Evening Standard, 3rd June 2013 LoveUK Google Insight Business Insider, October 2012 Evening Standard, 3rd June 2013
- What was the idea? Two years on from our successful UK launch, we wanted to develop a campaign that moved beyond simply improving brand awareness. The objective was to actively engage fans with content relevant to them. We also wanted it to reflect our summer campaign of getting gig tickets, not #gigenvy. We needed a dynamic campaign that adapted to users in real time, giving details of entertainment at venues relevant to them. It would also need to stretch across April to August. What was the media strategy? To reach fans at the right time with the right content across multiple channels, whether through outdoor, mobile, social, paid search or earned media. That means giving fans or potential fans relevant information in different ways to show them that we are the brand to trust when it comes to selling or buying tickets to the events they love. How are you using outdoor? We share a live feed of concerts, focusing on Londoners making decisions at the last minute. The campaign is live Wednesday to Friday, between 4pm and 7pm – critical times for weekend planning and commuter hours with high footfall. It runs on Clear Channel’s Connect Mobile Platform, allowing people to use their smartphones to tap or scan the interactive tags via NFC or QR-code technology. This takes them to a mobile-friendly version of our site where they can buy tickets. This allowed us to be seamlessly integrated while giving fans content that was relevant to them – and at the right time. The campaign was planned and bought by carat Manchester and Posterscope Manchester Via: Marketing Magazine
- British Gas Targets Commuters with Hive Active Heating DOOH Activity British Gas’ Hive Active Heating has mounted a digital out-of-home push to highlight its product to commuters and travellers heading home to a cold house as summer draws to an end. Running on digital screens across London train stations, bus stops and office foyers, the responsive ads feature temperature updates and tailored messages to remind travellers and commuters that with Hive they can control their heating and hot water from their phone. Using Liveposter the feeds deliver bespoke messages – such as ‘Chilly back in Blighty? Get your home all cosy from your phone’ and ‘Keep the Malaga Mood. Turn on your heating and hot water from your phone’ – and pull in arrivals and delays via live feeds as well as temperature details. Transvision screens at London train stations and digital six-sheets at bus stops let commuters know when transport is delayed and remind them to warm up the house while they travel. Office foyer messages serve up temperature reminders. “As the nights close in and temperatures drop, we want to remind busy, active Londoners and commuters there’s a clever, easy way of staying in control of central heating as well as energy costs,” explained Pamela Brown, head of marketing and insight for connected homes at British Gas. “We love this campaign, as it uses smart technology to communicate a smart brand idea – you can now control your heating and hot water wherever you are.” Created by CHI&Partners, the digital out-of-home push was planned by Carat media and implemented by Posterscope and forms part of a wider campaign spanning TV, radio, digital and social to drive awareness of Hive Active Heating. Hive launched in October 2013 with 100,000 households now using the product to control their central heating and hot water. Via: The Drum
- Posterscope embedded interactive digital screens in 20 bus shelters around the country to show hyper-local consumer generated reviews on Yell. Users can drill down into more detail to read the full review using the on-screen interface.
- Store projections were executed to launch the new Tommy Hilfiger store on Brompton Road.
- To promote their 123 Current Account and credit card Santander wanted to save the people of Shrewsbury £1 million. They did this by creating a three day event in the heart of the town with experiential staff capturing the combined savings for if everybody switched to the 123 Products. Posterscope assisted with this project by creating new out-of-home displays across the town.
- John Lewis, the official department store of London 2012, wrapped its Oxford Street and Westfield Stratford City stores in spectacular fashion, with branded banners as part of its support for the Games. The Oxford Street store was wrapped with an asymmetric British flag, whilst a banner displaying medals made from items shoppers could buy in store went up at Stratford. The campaign, executed by Posterscope, formed part of a wider campaign targeting both domestic and international tourists while they are around the Olympic venues and travelling across the capital
- HOMER MEETS HIS MAKER Fox TV and psLIVE UK Bring Homer Simpson to Life at the San Diego Comic Con On the 26th July, Fox TV and psLIVE UK brought TV’s favourite doughnut-eating dad to life as part of The Simpsons 25th anniversary. This activity formed a key part of the San Diego Comic Con, which ran from the 23rd to the 27th July. To celebrate the history of this iconic TV show, a panel featuring Matt Groening, creator of The Simpsons, and the long-term producer, Al Jean, fielded questions about 25 years of The Simpsons in front of 8000 fans at San Diego’s famous Comic Con. At the end of the panel session, Homer Simpson himself made a surprise guest appearance! The 360 degree, 3D holographic projection of Homer walked onto the stage and engaged the crowd with a speech to mark the 25th anniversary of the show that was specially written with the San Diego Comic Con audience in mind. In addition to this, Matt Groening took part in a live conversation with Homer from the Comic Con stage to truly delight a hugely appreciative crowd, in ballroom 20 of the San Diego Convention Centre. psLIVE UK were responsible for the creative concept, planning and execution of the hologram projection and worked closely with 20th Century Fox TV studio team to create the 3D animation of Homer. Michael Brown, MD psLIVE UK: “We were delighted to again be sought out by Fox to create a truly pioneering experience around this important milestone in one of the most successful, and famous TV franchises globally – it was a real privilege and honour to be entrusted to deliver this particular event experience for one of our most valued clients”. The Comic Con audience certainly lapped it up, as did the whole of the USA: The cameras of Good Morning America captured the innovative work for broadcast across the entire nation.
- psLIVE and Isobar hit Brighton with the Kellogg’s Squares Videobooth Kellogg’s Squares are targeting a slightly older brand audience and have also become the sponsor of the anarchic quiz show celebrity juice. To promote this, psLIVE and Isobar and hit Brighton during the comedy festival earlier this month with their Kellogg’s Squares videobooth. People were invited into the booth to take part in one of five Celebrity Juice challenges that were set around getting the bars out of their wrapper. The challenges were streamed live onto a large screen outside. When the challenge was completed, participants were judged on their performance by passersby using our clap-o-metre.
- Online fashion retailer, Very.co.uk, launched a digital ‘window shop’ for the Christmas party season using an empty shop window in Liverpool’s shopping and leisure complex, Liverpool One. The ‘window shop’ incorporated both NFC and QR code functionality which allowed passers-by with smartphones or tablets to scan and shop the collections on the Very.co.uk website. Purchases ordered before 9pm were delivered for free the following day. The windows featured three of Very.co.uk’s key festive trends, Glitz and Glam’, ‘Rock Chic’, and ‘Snow Princess’, which were specially created to appeal to the tastes of Liverpool’s shoppers, based on their typical browsing and purchasing habits with the e-tailer. The campaign was planned and bought by Posterscope and Carat.
- During a fictional graffiti billboard campaign promoting the demise of Gio Compario, Twitter saw a huge increase in buzz. OOH was the only live broadcast media during this period proving its power to influence digital behaviour. Brand Objectives: Increase brand consideration Create a unique & authentic graffiti campaign in OOH Tactical Planning: Avoiding quality backlit and scrolling formats by selecting undesirable locations, increasing authenticity of the creative.
- MINI Fan the Flame. In this campaign, executed by Posterscope Belgium, MINI launched a pretty cool, live streaming social installation at the Brussels Motor Show, featuring the new MINI Countryman. The Countryman was placed on a 15% slope, held only by a thick rope, while a Bunsen burner was placed under the rope and remote rigged to their live streaming app, where each “like” generates you a burst of flame on the rope in real time… Whoever’s ‘burst of flame’ broke the rope and set the MINI Countryman free, got to keep the car.
- Lurpak Launches Experiential Campaign for New Cook’s Range Arla-owned Lurpak launches a fully immersive experiential and digital campaign targeting “passionate cooks” to promote its new Cook’s Range. Running from 24 to 26 April, the campaign integrates JCDecaux’s advertising screen Motion@Waterloo, with an interactive experiential campaign, where three celebrity food ambassadors, including Lily Vanilli, Tom Sellers and Valentine Warner will be aiming to inspire visitors to “start their food adventure”. The high-definition screen at London’s Waterloo station will stream live content captured on the food stand throughout the campaign. Stuart Ibberson, senior director for BSM at Arla, said: “We’re really excited about landing our new Cook’s Range in such an innovative way, being able to tie into the sense of theatre Waterloo offers and create an industry-first in the process is fantastic. We’re really looking forward to launching our new products to customers old and new and seeing how many food adventures we can inspire.” Around three million visitors are expected to interact with the campaign and will be encouraged to enter competitions on Twitter using the hashtag #foodadventures after trailing the product at the stand. Following the London launch, the campaign will roll out at other stations across the UK, including Manchester, Leeds and Glasgow. This was a fully integrated campaign involving BD Network, Carat, Posterscope, psLIVE, LIVEPOSTER, Wieden & Kennedy, JCDecaux and JCDecauxLive. Via: The Drum
- Fanta launched a highly interactive OOH campaign to target teenagers, which offered them the chance to physically connect with the brand. Users were encouraged to participate on a range of challenges and games through a targeted national 6s campaign, designed to seamlessly drive consumer engagement with the brand from offline to online. The ‘Fruit Throw’ game, which took place on 10 interactive screens strategically located where teenagers typically socialise, allowed users to play the game directly on screens on roadside bus shelters and shopping malls. The screens also featured a local leader board. Consumers were further encouraged to engage with the brand through Fanta branded bus stops, which were adorned with moveable Fanta stickers. People could take photos of themselves pulling their best ‘Fanta face’ with the stickers and post them on the Fanta Facebook page for a chance to win prizes. In addition, other roadside and mall 6s encouraged teens to take part in challenges, posing with 6s and uploading their photos to Facebook. Created by Posterscope and Publicis.
- Mr Peabody and Sherman – Interactive Digital 6Sheet with Augmented Reality For the launch of new film Mr. Peabody and Sherman, an interactive 6-sheet campaign featuring augmented reality was placed in 5 malls across the UK. The public could choose from 3 different eras from history and overlay the corresponding accessories on their head. They could also overlay Mr. Peabody’s iconic glasses and bow-tie onto themselves before having their picture taken. The public were encouraged to enter their e-mail address for their photos to be sent to them. They could then choose to share their pictures with friends and family.
- As the web becomes increasingly hyper-local and businesses / consumers create more location-based data, there are huge opportunities to use the latter to inform and optimise OOH planning, plus measure effectiveness. Electronic transport tickets, sat navs, loyalty cards, mobile search, mobile wallets, plus numerous websites / mobile apps are just some examples of how technology is being used to create location-specific data trails – all of which have the potential to help determine which OOH sites, day-parts, and creative treatments are most effective for a particular campaign. Location based tweets provide an ideal data set to mine, thus helping us infer which posters may be more effective in influencing a consumers digital behavior. The map shows tweets generated in Nottingham in a 7 day period The pins show poster locations, while the color represents the associated index of the volume of tweets (generated in a 200m proximity to the poster). Red pins are the highest indexing posters that people tweet in proximity to.
- Strava is website and mobile application used by runners and cyclists to track runs and rides through GPS. Combining stat tracking with social networking, it provides route rankings, reward badges and timed challenges to its users. The Strava map above shows cycling activity during the night of the Dunwich Dynamo, 20-21 July 2013, when a thousand or so people cycled from London to the Norfolk coast. A snake of light shows the riders gliding through the night, while the bright lights appearing all over the UK and Europe are regular users of the app. This data source provides fascinating location based data trails and helps us identify which roads index highest to target cyclists in the UK, helping us make a more data driven approach to selecting roadside locations to place OOH posters. http://lcc.org.uk/articles/strava-map-shows-hundreds-of-dunwich-dynamo-cycling-trips-from-london-to-the-norfolk-coast
- Out of Home 200% More Effective When Mobile Data is Used to Plan Ad Campaigns Big data partnership hailed as game-changing as it improves out-of-home advertising effectiveness by a significant margin Posterscope clients using EE data include Lenovo, Nationwide, RBS, Studio Canal, Very.co.uk and British Gas. Out-of-home (OOH) advertising is 200% more effective when mobile data is used to plan campaigns, according to initial results from Posterscope’s exclusive mData partnership with EE. In a trial conducted from January to May 2014, the pioneering out-of-home (OOH) communications agency used EE’s anonymised and aggregated group level network usage data to optimise OOH media selections and measure increases in ad awareness, purchase consideration and online searches across 120,000 usage hotspots. Clients, including Lenovo, Nationwide, RBS, Studio Canal, Very.co.uk and British Gas, took part in the trial. To achieve the results, Posterscope feed its proprietary ‘Planner’ app, an algorithm-based tool powered by Route, with EE’s mData. This data was then used to gain insight into consumers’ movements and location-based digital behaviours when they were out of their homes. This revealed how, when and where mobile devices are used in relation to, and in the proximity of, OOH media sites nationwide. “Mobile data is the OOH industry’s biggest game-changer in a decade,” said James Davies, Chief Strategy Officer at Posterscope. “We set out to redefine the approach to OOH planning using big data from EE and the partnership has really delivered. “We can now accurately identify which outdoor sites are seen by users of particular websites or apps and what they are doing on their mobile devices at the time. For example, we now know Surbiton and London’s Caledonian Road stations both deliver major peaks in visits to fashion related websites so placing relevant OOH adverts in those areas will increase ad effectiveness. “A lot has been written about big data’s usefulness recently but this is a real-life example of how we’re using it to transform an industry. And the best thing is we’re the only OOH agency with a mobile network partnership, enabling us to draw on a dataset which features 27 million mobile users to improve OOH ad effectiveness. “However, despite this landmark moment for the industry, we believe there’s still more to come. By using more sophisticated data analysis techniques we’ll be able to identify audiences in real-time, display relevant digital-out-of-home adverts and improve campaign effectiveness even further. For example, a sportswear brand could use this advanced real-time data to identify runners coming towards a digital screen and then display adverts for products such as running shoes.” Chris Gobby, Head of mData at EE, said: “At EE we strive to help businesses make better decisions from big data with the results speaking for themselves in our work with Posterscope. We’re excited to be a part of this, and future, ground breaking applications of EE mobile data in out of home advertising and look forward to generating further unique products with Posterscope in the outdoor advertising space.”
- The internet has seen a huge uplift in the past decade- from almost no revenue in 1999, to becoming the largest advertising media today. This rise has been at the expense of press, with newspapers and magazines seeing dwindling revenue. Those papers which have adapted to online formats have survived whilst local newspapers have suffered. Outdoor, TV and Radio have maintained a similar share of voice across the period.
- OUTDOOR GROWS 0.6% TO £257.6M IN Q3 DIGITAL UP 35.8% TO £72.8M
- September 2014 Sector 2014 2013 %difference Entertainment and Leisure £101.9m £118.5m -14.0% Telecoms £70.1m £96.5m -27.4% Finance £51.9m £56.7m -8.4% Drink £47.0m £50.0m -6.0% Food £45.5m £38.4m 18.4% Travel and Transport £37.9m £31.5m 20.5% Motors £34.5m £41.7m -17.1% Media £28.9m £24.0m 20.3% Cosmetics and personal care £23.3m £20.2m 15.3% Govt/social/political organisation £22.8m £15.3m 48.6% Other £74.1m £82.1m -9.8% Overall market £537.9m £574.9m -6.4% Overall the market is down 6%... (data up to 30th September 2014)
- NB: data is based on individual company as opposed to overall holding company which would show a different ranking. September 2014 Advertiser 2014 2013 %difference BSkyB £22.8m £31.3m -27.1% TalkTalk £14.5m £7.2m 102.5% McDonalds £10.3m £10.4m -1.4% Unilever £10.2m £12.0m -15.2% Heineken £9.8m £8.9m 10.1% KFC £9.2m £9.6m -4.4% Twentieth Century Fox £8.1m £10.0m -19.5% EE £7.6m £6.2m 21.4% Itv £7.4m £4.2m 77.6% Samsung £6.9m £16.9m -58.8% Top 10 £106.6m £116.5m -8.5% (data up to 30th September 2014)
- 2014 2013 YOY 6 sheets £197.7m £194.1m 1.9% 48 sheets £68.6m £81.7m -16.0% Specials £7.4m £16.2m -54.3% 96 sheets £23.9m £66.7m -64.1% Large Digital £53.6m £31.7m 69.0% Miscellaneous sizes £8.3m £10.0m -17.4% Total £359.5m £400.4m -10.2% (data up to 30th September 2014)
- 2014 2013 YOY Tube £64.9m £63.0m 3.0% Airport £35.7m £38.1m -6.2% Bus £37.0m £44.5m -16.9% Rail £40.8m £28.9m 41.1% Taxi £0.00 £0.00 - Total £178.4m £174.5m 2.3% (data up to 30th September 2014)
- Media owner SOV JCDecaux 31% Exterion Media 23% Clear Channel 21% Primesight 8% Others 17%
- Strapline: Media where it matters About: JCDecaux is a privately owned French OOH advertising company, founded in 1964 in Lyon with a small business based on street furniture. Reporting €2,676.2 million in revenue in 2013, JCDecaux now operates in more than 55 markets worldwide and is market-leader in the UK Key Formats: Roadside: Large and small-format locations nationwide including The Platinum Collection of premium sites such as the M4 Torch and Old Street Roundabout, national 6-sheets and national StreetTalk phone kiosks. Rail: National networks of large and small format digital and poster sites, key locations such as Euston Motion and immersion zones that deploy wraps and digital screens. Malls: National digital networks across premium malls including the high-profile M-Vision portrait screens and a national digital 6-sheet network. Supermarkets: National 6-sheet networks at ASDA, Tesco, Morrisons and Waitrose. JCDecaux Airport: Digital and high impact media space at Heathrow, Heathrow Express, Aberdeen, Edinburgh, Glasgow, Eurostar at St. Pancras International, London Luton and Eurotunnel. Experiential: JCDecaux Live reaches audiences at multiple locations including Covent Garden and Canary Wharf, London Underground, UK airports, premium malls, national rail stations, student unions and leading venues from ExCel London and the LG Arena to the NEC. Geography: Nationwide across environments in all the key cities across the UK Areas for Investment: Roadside: Continued investment in digital following the digitisation of The Cromwell Road Digital Gateway. Key new digital locations set to launch including The M4 Tower and The Holland Park Tower. Rail: Waterloo Motion set to launch at Waterloo Station. Continued expansion of Transvision and D6 networks. Retail: M-Vision will expand to further premium malls as D6 network extends. Digital investment at Tesco. Airport: JCDecaux Airport will unveil digital and high impact media space for Heathrow Terminal 2 launch. Experiential: Newly launched division JCDecaux Live links experiential to screens in malls and rail stations and is set to expand the multi-environment portfolio further. Research: Exclusive and bespoke insight from JCDecaux’s Connected Commuter and Connected Youth communities. ‘Power of Influence’ research and new ‘Business Traveller 2’ insight from JCDecaux Airport. http://www.jcdecaux.co.uk/
- Strapline: Where brands meet people About: Part of Clear Channel Communications Inc, the American-based global media and entertainment company, CCO was bought out by venture capitalists in 2008 and in 2013 posted revenues of $2.9bn worldwide. Built on the foundations of a national network of bus stop 6 sheets, the UK business has since expanded via an extensive portfolio of iconic, digital and mobile assets. Key formats: 6s (Adshel, Sainsbury’s and shopping malls), 96s, 48s, Connect phone boxes, digital portfolio (D6s, M6 digital portrait tower, socialite, D48s, The Big Screen at the Trafford Centre), pinnacle (backlight 96s, halo mega 6s, banners and tower mega 6s). Clear Channel UK’s expanding digital portfolio includes LD6 in the capital, and desirable environments across the UK. Geography: nationwide Key areas for investment: special builds, digital and interactivity; Storm- Storm is designed to revolutionise premium digital out-of-home. It launched with The Chiswick Towers and Cromwell Road Tower, The A40 Power Station and Coventry House at Piccadilly Circus. The portfolio will be further strengthened with the North London Towers Mobile platform- Clear Channel UK and Metro have announced a partnership that will bring free content to commuters at mobile-enabled bus shelters with interactive tags right across the UK. Research: Ngen http://www.clearchannel.co.uk/
- Strapline: Engaging audiences About: Part of American-based CBS Corporation, the sale of CBS Outdoor International to LA-based Platinum Equity was announced summer 2013. CBS Outdoor has now rebranded to Exterion Media. Key formats: Underground: 96, 48, 16, 6, 4 Sheets, LEPs, TCPs, DEPs, LCDs, XTPs Bus: T-Sides, Supersides, Streetliners, Bus Interior Panels Retail: LCDs, Large format LEDs in Westfield London and Stratford and One New Change Rail: 48, 16, 6, 4 Sheets, LCDs Geography: London If you want to talk to the influential Londoners, we own London with 80% of panels including London Underground, DLR, London Tram, digital, Buses, National Rail & Westfield. Sole rights to London Underground. Exclusive contractors to Westfield, London, Westfield Stratford & One New Change. National Bus: 34,000 buses on 12,000 routes travel around the UK’s urban centres daily and 5.2 billion passenger journeys per year in the UK National Rail: 30% of entire National Rail coverage (100% in Wales, 77% in Scotland, 75% in England). This equates to an annual footfall of 408 million. Key areas for investment Expansion of our National Rail & London Underground digital assets Illuminated New Bus For London Kings Cross digital escalator panels expansion Performance 48s National Rail – all National Rail 48 sheets will be dry posted and skinned by October. Birmingham Express – Roadside digital panel Increasing retail offering Research Exterion Media’s urban audience panel work.shop.play. provides us with weekly insights into the urban audience. It is the largest urban audience online research panel of 10,000 people aged 16-55 from London & other key UK urban areas The London Worker Planning Tool provides information on all London workers, including the 700,000 who don’t even work in the capital. It is a quantitative study to understand London workers who are drawn to the capital to work, shop and play. Using an online survey of over 3,000 respondents, data has been fused with TGI and Touchpoints to give deeper insight into London workers. We have dashboards hosted at http://www.exterionmedia.co.uk/insight/ where you can tap into this rich stream of info. http://www.exterionmedia.co.uk/
- Strapline: Results are our culture About: Jointly owned by GMT Communications Partners LLP and the Primesight management team, Primesight is a UK-based business which posted turnover of £50.1m in 2011. Key formats: 6 sheets Roadside- 9517 Cinema- 967 Cinema digital- 131 48 sheets Roadside- 5674 HD- 197 BL- 373 69 sheets Roadside- 416 HD- 110 BL-63 Glasgow subway DEP- 48 6 sheets- 152 Digital 6 sheets- 20 Geography: National coverage with sites in all major cities across the UK and Glasgow Underground Investment: Primesight has spent millions in recent years investing in our estate and portfolio including: HD 48’s, HD 96’s Backlights Illuminations- i.e. 6 sheets outside key convenience stores Illumination enhancement project via LED Digital, 6 sheets DEPs x48 Ongoing audit of panels across the UK is continuous Recent improvements have been made to key sites such as Waterloo/ Elephant and Castle Proprietary insight: Primemobile Primedesign Hitwise EPOS Shopwyre Geofencing http://www.primesight.co.uk/
- Strapline: The Art of Outdoor About: A relative newcomer to the OOH scene, launched in 2005 Ocean Outdoor is a boutique, UK-based media company pioneering creativity in digital OOH via an expanding portfolio of large-format, high profile sites. In May 2012 a management buyout, backed by LDC Capital, purchased the business from Smedvig Capital for £35m. Ocean Outdoor reported revenues of £23.4 million in 2012 Key formats: Ocean specialises only in large-format digital (i.e. sites such as Eat Street @ Westfield London), iconic landmark and super-premium banner locations. 50% of Ocean's inventory is traded by day part, hour, minute or even gender. Geography: Oceans has a regional footprint that spans the following UK cities: London, Birmingham, Liverpool, Manchester, Leeds and Glasgow. Key areas for investment: Ocean practices 'The Art of Outdoor', with every site in the Ocean portfolio having a unique quality and personality. The Grid: In September 2013 Ocean launched The Grid the UK's first large format, full-motion, city-centre network. The Grid consists of 7 key digital outdoor locations in London, Birmingham, Liverpool, Manchester, Leeds & Glasgow & has increased Ocean's UK coverage. Ocean Labs: Allows us to test the very latest Out-of-Home innovations such as gender recognition technology, sound showers as well as mobile integrated campaigns. We launched 4 new sites across the regions: Leeds city centre (first exterior DOOH screen in Leeds city centre), Glasgow & Liverpool. Research: The Science Behind the Art of Outdoor In part in response to Route research being launched, we recently commissioned some Neuroscience research that looks into the true impact of Out of Home advertising. Neuroscience identifies the wow factor at the heart of great outdoor. A theoretical model, grounded in neuroscience, says that to get great results, outdoor advertising needs to capture our attention and then engage our emotions. A strong emotional response serves memory encoding, and this is key for any communication, because memory encoding correlates with subsequent purchase behaviours. KEY NEUROSCIENCE LEARNINGS: Neuroscience identifies the Wow factor at the heart of Outdoor. Premium Outdoor sites generate stronger emotions by impacting the right brain. Digital sites offer elevated engagement because our brains are programmed to respond to changes in our environment. Creative, when framed by a premium site, works much harder for the brand. The most iconic sites have a powerful priming effect delivering elevated impact for the campaign beyond the initial viewing. http://www.oceanoutdoor.com/ https://vimeo.com/73369556
- Media Playground: Is Mobile Data the Fuel for Digital OOH? Ged Weston, sales director at Eye Airports, discusses Media Playground’s mobile session. I found the interplay at this year’s Media Playground session on mobile fascinating. Tom Pearman, director of brand and business development at Weve, successfully framed that mobile’s greatest opportunity is location based – and demonstrated the parallels to out of home (OOH). Everyone knows there is a perfect fit of mobile and OOH working together – the challenge is realising this in a way that genuinely works for clients. We are all aware that you can overlay an OOH campaign with push messaging through geofencing/beacons delivered by SMS, apps and display – and that OOH can pull consumers to mobile through NFC/QR codes. This is still early days with revenue and brand counts in their infancy. This is common sense and consequently clients will eventually view both through the same lens. Nigel Clarkson, Weve’s commercial director, and James Davies, Posterscope’s CSO, debated at length where this budget should come from. My view is once we prove that this works clients will automatically find the budget. The real exciting play for me is how clients tap into mobile data, to fuel what consumers see outside of their mobile phones. An enclosed environment like an airport or shopping mall with a huge retail footprint and a unique mindset seems like the perfect opportunity: you want to – and can – buy! The digital infrastructure to deliver this content already exists through digital OOH, but is still under-utilised by clients. So my question is how do we collectively help advertisers do this? Imagine a campaign fuelled by knowing in real-time who the audience is, what they have done before they arrived, where they are going afterwards and what they are actually doing in real-time? Then put this on steroids playing out to the scale and impact of OOH – not to mention the benefit that established trust in the medium delivers. This happening at the same time as mobile/OOH as a location based opportunity has to be the sweet spot for clients. Data feeding the OOH campaign – OOH campaign feeding Data – Data feeding the OOH campaign… Location based and data fuelled mobile and OOH – now that is game changer where clients wouldn’t quibble over the budget. Via: Media Tel
- Creative Out of Home Awards 2014 Finalists Revealed Finalists for the 2014 Creative Out of Home Awards in association with OMC were announced with nominations for campaigns by British Airways, Mini UK, McDonald’s and Google all in line for accolades. The awards, which celebrate creativity on the outdoor media sector, will be announced on 26 November, and will also include campaigns for ESPN, Audi, Very.co.uk and PepsiCo. Categories for the awards include 48 or 96 Sheet Poster, Multi-Platform Campaign, Special Build, Digital Advert and Use of Live Updates. The winner of the Grand Prix and the Chairman’s Award will also be revealed on the evening at the ceremony in London at the Marriott Grosvenor. This year’s headline partner is Outdoor Media Centre, while Primesight, Ubiquitous, KBH on Train Media, Rapport, Blow up Media and Verifone Media have also agreed to sponsor. To see the full list of nominations, visit the Creative Out of Home Awards website. Posterscope and psLIVE have been nominated for the following: Digital Campaign Lurpak #FOODADVENTURES: Posterscope, Carat and Liveposter Integrated Campaign: Stella Artois Wimbledon Championship: Posterscope, Vizeum, psLIVE Very Beauty Tour: psLIVE Digital Advert: BA #Lookup: Ogilvy One, Posterscope, Carat Interactive: Centre Parcs Woburn Forest: Posterscope Use of Live Updates: Tate Britain Welcome to London: Liveposter, Posterscope, Total Media, Ocean Outdoor Experimental/Ambient: Lurpak #FOODADVENTURES: Posterscope, Carat and Liveposter Turbo- That Snail is Fast: psLIVE
- psLIVE scoop 1 Gold, 1 Siver and 2 Bronzes at the FMBE Awards At the recent FMBE Awards, psLIVE won a gold award for its work on Tourism Ireland, a silver award for its BA Beachside campaign, a bronze for Turbo in the Special Award category and bronze for the Brand Experience Agency of the year. Read more
- Clear Channel Starts Wrapping London Clear Channel has installed its first London Wrap digital 48-sheet screen, just three weeks after announcing the brand new, built-for-purpose digital network of 40 screens. All the digital panels will be installed across London over the next three months. The Wrap is part of a growing trend in out-of-home advertising towards digital screens. It is part of PlayLondon, Clear Channel’s new digital proposition, which also includes its digital billboard brand Storm, which is set to more than double in size to 20 London sites, and Adshel Live, its rebranded network of 100 central London digital 6-sheet bus stop screens. The screens deliver pin-sharp images and contextual advertising for brands, which can be triggered by a range of factors including temperature, pollen count and weather. They were developed by Ultravision International and made available to Clear Channel through its relationship with Active International UK. Clear Channel has partnered with graphic design app Fragment to create images during the test phase. Advertiser content will be displayed from next month. PlayLondon is the first stage in Clear Channel’s major digital expansion. The portfolio will be underpinned by a purpose-built network and back-office system enabling seamless ad-serving across all sites.
- JCDecaux Signs Contract to be the Media Partner for Edinburgh JCDecaux has signed the contract to be the media partner for the city of Edinburgh. The 10-year contract (with an option to extend for five years) was awarded by the City of Edinburgh Council, following a competitive tender. The contract covers the design, installation and maintenance of 436 advertising bus shelters and management of all non-advertising bus shelters in the city. This will include the first network of digital screens in the city centre. JCDecaux will also provide interactive “LiveTouch” screens in the main hub of Princes Street providing tourist, local and council information. JCDecaux will also provide 60 large-format billboards including the first large-format digital screen and consult with the city for the provision of wayfinding signage and a city-wide bicycle-hire scheme.
- Clarks and Partners Andrews Aldridge Come Out on Top in Big Bus Challenge Clarks’ in-house design group and Partners Andrews Aldridge have won top prizes in the Big Bus Challenge 2014 run by Exterion Media, in association with Campaign. The footwear retailer’s bus ad triumphed over other national campaigns while Partners Andrews Aldridge’s work for the Royal National Lifeboat Institution’s patrolling of the Thames emerged victorious in the regional category. Cogent Elliott picked up a media commendation for a campaign of simple line drawings for Samaritans. Clarks and the RNLI were awarded £200,000 of national and £25,000 of regional bus advertising respectively and each of the creative teams given £2,000 of department store vouchers to share. Samaritans was handed £20,000 of media space. The winning entries to the second Big Bus Challenge were chosen by a panel of judges and revealed at The London Transport Museum last night where guests were able to view showcased work. Clarks’ ad stood out for its “elegance, simplicity and having the courage to keep the design so minimal,” said Paul Domenet, the executive creative director of Johnny Fearless and a Big Bus Challenge judge. PAA’s EastEnders-inspired ad for the RNLI was praised as a “sound concept” by Andy Hunns, the creative director at Clinic and the Publicis executive director Andy Bird described Cogent Elliott’s Samaritans campaign as “brilliant, clever”, with “massive standout”. Four other national finalists were chosen: Cogent Elliott for WD-40; Rapp for the Open University; Lida for Foyles and Proximity London for The Economist. In the regional category, there were three finalists: Publicis Life Brands Resolute for The Passage charity; Rapp for Virgin Media and Bray Leino for Bath Spa University. The judging panel, chaired by Philip Smith, head of content solutions and studio at Campaign, consisted of: Martin Hancock, development director, National Express Bus; Gill Huber, group communications director, Posterscope; Chris Marjoram, managing director, Rapport; Richard Jacobs, marketing director, Kinetic; Ross Neil, executive creative director, WCRS; Jason Cotterrell, managing director UK, Exterion Media and Simon Harrington, marketing director, Exterion Media, along with Domenet, Hunns and Bird. Via: Campaign
- Digital Billboards Helped Recover Over 220 Missing People in a UK Scheme Backed by Kate McCann The Outdoor Media Centre and charity ‘Missing People’ have reported that a digital billboard ad operation has helped recover 220 missing people in the UK. The scheme, which is backed by Kate McCann – mother of missing child Madeline – regularly publicises the name and images of missing people free of charge. The Outdoor Media Centre fills unused and brand-donated ad inventory with the appeals. The ads are broadcast directly to the location where the individual originally went missing. Creative for the campaign, and the use of OpenLoop, a campaign management platform, was donated by Grand Visual. Kate McCann said: “When your child is missing, you want the whole world to stop and join the search. Thanks to the Outdoor Media Centre and its members, so many families missing a loved one have benefited from this unique opportunity to appeal for them”. Via: The Drum
- London Commuters can Donate to Charity with Contactless Payments London commuters have very quickly accepted the idea of contactless payment cards, which could soon be an effortless way to give to charity as well. “Penny for London” makes it easy for travelers to donate between 1p and 10p every time they use their card. Kind-hearted souls can choose from charities that include the Mayor’s Fund for London, Cash for Kids, The Prince’s Trust, and many more. To get started, you first need to register one of your cards on the Penny for London website. From there, you can keep track of your donations and set up monthly limits to make sure you’re always in control. Barclaycard was responsible for developing the “micro-donation” system which is compatible with any Visa or Mastercard. Transport for London is currently the main partner of the scheme. Via: psfk
- JCDecaux Launches Content Division JCDecaux has launched a content division, appointing Janet Guest as the editorial director and Russell Gower as the creative content director. The company claims to be the first UK outdoor company to launch a dedicated content department. The division will focus on putting the audience at the heart of its digital screens. JCDecaux has created a “beframeus” brand identity for the content on its screens, which will be complemented by a Facebook page. Guest was previously the director of corporate communications at JCDecaux. Gower was the group design manager. Recent content created for the new initiative has included a campaign featuring keen curry cooks during National Curry Week last month. Another campaign featured pictures of “snappy dressers” for the fashion strand StreetStyle to coincide with London Fashion Week. Guest said: “Our digital screens reach almost 40 per cent of the population so we have the opportunity to do something new and completely different.” “We’re going to set up an editorial calendar that will bring engaging content to our audiences as well as providing completely new opportunities for brands, whether that is through sponsorship or advertorial.” The content team will liaise with the newly created futures and content division, comprising Stacey Knight as the director of futures and content, and Lauren Baines as the business director. They will develop commercial opportunities, where appropriate. David McEvoy, the marketing director at JCDecaux, said: “Content is set to play an increasingly important part of our business, capitalising upon our national digital footprint to create an engaging editorial schedule that also invites audiences to participate and ‘beframous’.” Via: Campaign Live
- A Digital Billboard Revolution: The Top Out-of-Home Advertising Sites Changing the Face of London In creative terms, advertising mediums can be split into “hot” and “cool” media. This distinction was first put forward by Canadian media critic Marshall McLuhan 50 years ago. The difference is that hot media grabs you, whereas people actively choose to get involved with cool media – the audience does the grabbing. Print, cinema, online and mobile are cool. TV and out-of-home are hot. As a creative, when you’re thinking about outdoor, you can safely assume that the audience will be doing something else when they see your ad. They are probably stuck in a traffic jam or waiting for a bus, which means you’ve got to be short and punchy with the words, using very powerful graphics. Outdoor is a potent media. Done well, it can be more commanding than any other channel. We read about the explosive growth of online and mobile ads all the time. They’re known as “conversion media”; outdoor, on the other hand, is “awareness media” – it has the power to open doors, get your brand noticed and, most importantly, get you into the public conversation. Everyone is exposed to your brand. We watch ads on digital out-of-home screens the same way we watch a TV break. The channel’s capabilities are well-understood by media agencies. They’re thrilled with digital out-of-home because it’s so effective, flexible and can reach a mass audience so quickly. But the problem is that the potential of digital outdoor hasn’t permeated the creative departments of many ad agencies yet. Digital outdoor is the thinking client’s choice. The channel has helped build awareness for some of the biggest brands, and it’s interesting that it’s often the choice of media companies – think of The Independent newspaper’s famous “It is. Are you?” campaign, as well as Sky and ITV’s huge presence on outdoor screens at the moment. Interestingly, it seems to be the same for political parties. The right outdoor campaign can have as much of an impact as which way the newspapers swing ahead of a general election. Surely no one can forget the legendary “Labour isn’t working” posters designed for the Conservatives by Saatchi & Saatchi in the run-up to the 1979 general election. Digital outdoor’s growth potential is huge. And the opportunity for creatives to do some of their best work on the platform is evident. With the right idea and a good public relations team on board, it’s one of the quickest ways to get into the national conversation and make your brand famous. Dave Trott was interviewed by City A.M. Trott is chairman of The Gate London, an integrated, full service advertising agency, and his latest book is Predatory Thinking: A Masterclass in Out-Thinking the Competition. He was the winner of the 2004 D&AD President’s Award for outstanding contributions to creativity. EUSTON ROAD UNDERPASS Owner: Outdoor Plus Near Warren Street station and where Tottenham Court Road meets the A501, the site targets over 150,000 car travellers every week with its two digital screens placed on both the east and west sides of the underpass. Advertisers prize the site due to its unmissable location for wealthy commuters heading to the City, while its digital connectivity allowed the Sound of Success campaign to promote Brit Award winners within minutes of the ceremony. Famous campaigns: Huge Jaguar billboards told drivers to “F the meeting” in April this year. PICCADILLY LIGHTS Owner: Clear Channel In the heart of London’s West End, Piccadilly Lights reaches an estimated 2m people each week, many of them pedestrians. Because its audience includes a huge number of tourists, and the minimum tenure is five years, the site tends to appeal to large global brands with big advertising budgets, like Coca-Cola (which has long occupied the main strip along the top), McDonald’s and the car company Hyundai. Famous campaigns: The McDonald’s Little Piccadilly campaign used an app to allow people to create characters that appeared on its screen. OLD STREET ROUNDABOUT (EC1) Owner: JCDecaux Only fully digitised since April this year, this site sits at the heart of an area that has become synonymous with London’s startup community and booming technology scene. The site comprises four large digital screens covering the major entrances to Silicon Roundabout, which are mounted onto a giant cube-like structure supported by two looping arches. It captures the passing traffic heading towards the City from the north, as well as Tube-goers using Old Street station. Famous campaigns: So far, brands to use the site have been a reflection of the tech-focused area, with Google-owned YouTube buying initial space to promote some of its most popular subscriber channels, including Vice Media, Zoella and The Slow Mo Guys. VAUXHALL CROSS Owner: Outdoor Plus This state of the art digital screen sits in the middle of the Vauxhall Cross gyratory, visible to drivers using Wandsworth Road and Nine Elms Lane (only just avoiding the start of the congestion charge zone to the east). Around 75,000 drivers approach the screen on a typical day, which is relatively unique in sitting close to eye-level when in a car. Famous campaigns: It’s been a favourite of musicians so far, with Calvin Harris (pictured) and Sam Smith using the high-quality screens to promote new albums. CHISWICK TOWERS Owner: Clear Channel UK Situated on the M4 near Chiswick, these two screens catch commuters travelling towards the centre from relatively affluent areas of west London, as well as international business travellers making the same journey from Heathrow Airport. The towers are seen by roughly 2.3m road users each month. Famous campaigns: The site is probably best known for the British Airways Look Up campaign last year. The digital screens were fed flight information from Heathrow, and every time a BA flight went across the sky, a child on the screen would look up, pointing and following it. The screens would also show the destination of the plane and a web URL to book a similar journey. TWO TOWERS WEST Owner: Ocean Outdoor With a similar demographic to the Chiswick site, Two Towers West delivers one of the highest audience figures in the UK – 6.63m every two weeks. Ocean Outdoor claims that 46 per cent of the site’s “impact” views come from UK travellers going to Heathrow Airport, which probably explains why some of the brands using the screens also have a heavy presence in the departure lounge, including Burberry, which advertised its Body fragrance at the site. Famous campaigns: Bentley used the space to reach wealthy petrol-heads with the release of its fastest ever car, the GT Speed. THE EYE, HOLBORN Owner: Outdoor Plus The Eye screen, not too far away from Holborn Station, is prized by advertisers because of its relative exclusivity and scale in an area previously devoid of any large-format out-of-home screens. Built across four lanes on Proctor Street, its 410,000 weekly audience is predominantly comprised of affluent urbanites with high disposable incomes. The site is near media agencies including WPP’s Group M, and big-spending brands like Warner Bros. Famous campaigns: Pepsi used the space to promote its Pepsi Max drink – “maximum taste, no sugar.” SOUTHERN GATEWAY DOMINATION Owner: Primesight These four screens in the middle of Elephant and Castle roundabout face all lanes of traffic heading north from the A3 towards Waterloo, the City and the West End. This site’s LED screens are claimed to deliver an audience of around 1.7m every two weeks, acting as a gateway for anyone heading towards or from south London. The screens have a maximum of four ad slots on a 40-second loop. Famous campaigns: Sky recently used the site for its “Your new movie store now in here” campaign promoting its film packages. Via: City AM
- Storm Upgrades Coventry House Storm has unveiled a new screen at its Coventry House site in London’s iconic Piccadilly Circus. This new 48m2 advertising panel has a one-of-a-kind curvature that matches the aesthetics of Coventry House’s rooftop. The screen features Daktronics’ 13HD product, a through-hole LED technology with adjustable brightness that displays digital advertising even in bright sunlight. The screen also delivers contextual advertising that can be triggered by different factors, including weather and time of day. Earlier this year, Storm and LG announced a three-year extension to their Coventry House site partnership, however Storm has the flexibility to offer Coventry House to other advertisers for tactical campaigns as part of the agreement. Via: OMC
- Introducing Ocean in Bristol Ocean have announced the launch of the first digital screen in Bristol. Standing solus, The Great Western Link digital screens strategically link Bristol and Bath. The site comprises two double sided landscape digital screens, each 12.8m x 3.36m, and with a fortnightly audience of almost 600,000 impacts this site delivers an audience almost 40% higher than the population of Bristol itself. Via: Ocean Outdoor
- UK Adspend Growth at Three-Year High Advertising spend in the UK grew at its fastest rate for three years in the second quarter of this year. Figures released by the Advertising Association/Warc show adspend increased by 8.5 per cent year on year to reach £4.5 billion for the second quarter of 2014. Across the first half of 2014, total UK adspend rose by 6.3 per cent year on year. This has led to a 0.4 per cent upward revision for the full year forecast to 6.4 per cent for 2014, but a 0.2 per cent downward revision to 6.5 per cent for 2015. OOH spend is expected to rise by 3.4 per cent by the end of the year, while 2015 is predicted to increase by 5.5 per cent. Tim Lefroy, chief executive at the AA, said: “Growth at twice the rate of UK GDP is quite a headline, but the real story is of digital and creative leadership in e-commerce. “As the Eurozone wobbles, it’s a reminder that our consumer economy is central to the UK’s economic narrative.” Via: Campaign
- Exterion Media teams up with Enabling Enterprise Exterion Media have been working in partnership with Enabling Enterprise for the past year to host school trips to their offices in Camden. These trips help students develop enterprise skills, such as teamwork, leadership and problem solving, that will be helpful in school and beyond. These trips also give students experiences of the working world, as they are given the opportunity to tour the offices and interview employees. In September, Exterion Media hosted the first business trip of the school year! Students from Curwen Primary School in Newham came to their offices. After asking employees from Marketing, Operations and Sales about their careers, they took on an enterprising task. They spent the day planning an awards event for Exterion Media and put their enterprise skills into action. Via: Exterion Media
- Exterion Media Celebrates Dylan Thomas Centenary Festival at Westfield Exterion Media announced that it has joined forces with Griff Rhys Jones and Game of Thrones star Owen Teale to promote the Dylan Thomas in Fitzrovia festival celebrating the 100th anniversary of Thomas’ birth. Advertisements showcasing the festival’s highlight event, a performance of Under Milk Wood starring Owen Teale are currently on display on Exterion Media’s LCD pods at Westfield London and on the “North Star” HD LED screen at the gateway to Westfield Stratford. The Dylan Thomas in Fitzrovia festival is a brand new festival for London. Fitzrovia is an area which played an important part in Thomas’ life and career, and the festival is bringing a huge variety of arts and entertainment to the Capital. Teale’s performance is his only date in Central London and is part of a week of festivities taking place. Festival patron Griff Rhys Jones, commented, “This is a new festival for London and we want to raise awareness of the performances and activities on offer. We all know that London is one of the busiest cities in the world, and the arts represent a very crowded space. With the help of Exterion Media we are able to cut through some of that noise and engage with a young, urban, highly connected audience.” Jason Cotterrell, Managing Director, Exterion Media added, “Westfield is an ideal location for showcasing this event given its unique quality as a ‘platform for fame’, giving brands unparalleled access to the right audience, in the right environment, at the right time. At Westfield, consumers are relaxed, enjoying themselves and in the mindset of spending money. We strive to connect brands with the right audience and are delighted to help Griff and the festival with their aim of bringing the works of Dylan Thomas to as many Londoners as possible.” Via: Exterion
- Posterscope Claim Silver at the Campaign Big Awards Posterscope were awarded Silver in the Automotive (Outdoor) category for their work on MINI Salutes You, created in conjunction with Iris Worldwide, Vizeum and Koffee Cup.
- Rise of the Digital Billboards Changing the Face of London Digital technology has given new life to the outdoor advertising poster. Think of the new, giant illuminated structure on Old Street roundabout, which has been plastered with YouTube ads for Vice News, or the tower by the Westway flyover at White City, where Apple has a near-permanent residency to promote the iPhone. Then there are the electronic billboards above the Euston underpass, which featured a promotion for Coldplay’s latest album that was so popular that photos of the poster were retweeted 1400 times on Twitter. Fans of urban singer Sam Smith, also loved the illuminated billboard for his debut album at Vauxhall Cross. He got 10,000 likes on Instagram when he posted a photo of him standing in front of the ad. What these campaigns have in common is the posters have been appearing on digital screens that did not exist until four or five years ago. The Westfield shopping centres and Heathrow Terminal 5 are new sites. Other places have been transformed with dramatic architecture such as Old Street roundabout, or had no ads previously such as Euston underpass, or have been digitised like the Tube escalator panels. “It is changing the face of London,” declares Jon Lewis, managing director of billboard owner Outdoor Plus, who describes digital as the most dramatic change in 150 years of outdoor ads. The biggest poster sites at the busiest prime locations matter most to top advertisers such as Google, Apple and Sky. Call it the rise of super-premium digital outdoor, because an ad at one of these sites is an attention-grabbing expression of self-confidence — on a par with running a TV commercial on X Factor or taking a double-page spread in a newspaper. “It creates stature and fame,” says Lewis, who notes outdoor “tends to be the medium of choice for most other media”. Sky is Britain’s biggest outdoor advertiser. High-definition screens make ads look better. Digital imagery and video can be updated frequently — within minutes, in theory — and it is possible to target ads by time of day. The technology also opens the way for ad space to be traded in real time — a far cry from the established custom of booking billboard space for a fortnight. “Twenty years ago, if Martians landed on Earth, the first thing they’d do is take over the TV channels,” claims Lewis. “In five years from now, I believe they would take over digital outdoor first. There will be no better way to reach the biggest number of people at the quickest time.” Lewis says it costs £300,000 to £1 million to build each site, depending on scale. His firm has invested more than £10 million on 14 screens in the capital since 2011 and expects to have 20 by next year. He reckons digital investment across UK outdoor by the major players, which include Clear Channel, JC Decaux, Exterion and Ocean, is close to £200 million over the period. Outdoor would be in decline without digital. UK revenues hit almost £1 billion last year, finally returning to the pre-recession peak of 2007. While digital has trebled in four years to nearly £300 million, the rest of the market has shrunk as billboard owners have cut underperforming sites. London’s most celebrated outdoor advertising site remains Piccadilly Circus, where many panels are still brand logos. But British Airways recently took over a newer video screen for a clever campaign combining live flight data from Heathrow and price information from BA’s ticketing system. The multi-award-winning ad by agency OgilvyOne showed a boy looking up and pointing each time a BA plane flew over Piccadilly Circus, with the destination and live ticket price flashing up on-screen. Marc Mendoza, vice-chairman of outdoor specialist Posterscope, says the BA ad should inspire others who are stuck in the mentality of buying “by the fortnight” instead of thinking of real time. “Clients can get a lot more out of the medium,” says Mendoza, who warns consumers’ expectations have changed. “It’s a medium you should change every hour or at least every day. The role of outdoor will be changeable and bought in real time.” Via: Evening Standard
- EPE International Study Shows DOOH Advertising Drives Mobile Engagement More than 60% of urban consumers say they have used their smartphones after seeing DOOH advertising. Forty percent of consumers have looked up information online immediately as a result of seeing an out-of-home ad, with the figure rising to 62% for urban consumers who are most engaged with their smartphones while traveling, according to a new study by Future Foundation on behalf of FEPE International. The research showed that 79% of consumers have taken some form of action after seeing an out-of-home (OOH) ad, with 62% doing so after seeing a digital out-of-home (DOOH) advertisement. The research study for FEPE International, a global organization representing the world’s major OOH media owners and leading OOH agency specialists and suppliers, also has found that 59% of consumers were interested in DOOH advertising that was specific to a time of day or location, and 65% were interested in DOOH advertising that rewarded interaction, such as offers for discount vouchers or prizes. Future Foundation’s research was performed using a 20-minute online questionnaire with a sample of 1000 consumers between the age of 18 to 64 living and working in the largest cities in the UK, Germany, Spain, Turkey, Brazil and South Africa. This is believed to be the biggest international study into OOH advertising so far undertaken. ”This major research study shows that out-of-home has both separate and complementary roles to play in this age of digital, on-the-move communications. The simplicity, power and memorability of OOH clearly strikes a chord with most modern consumers,” said John Ellery, FEPE International Executive Director. To read the full presentation, please click here. Via: Screen Media Daily
- Ocean’s Digital Out of Home Network Becomes Fully Wi-Fi Enabled Ocean has launched Ocean Labs, a dedicated department of creative, technical, experiential, data and DOOH specialists. www.oceanoutdoor.com/labs The division launches this week with the roll out of wifi across Ocean’s digital out of home locations, allowing brands to run responsive campaigns which directly connect audiences with exclusive content. Ocean marketing director Richard Malton said: “DOOH and connectivity go hand in hand. For advertisers and brands this means they can now plan and execute seamless campaigns across digital out of home, leveraging the proven emotive response that large format digital outdoor delivers to make their creative content work even harder.” Trials with partner brands have been running on Ocean’s full motion screens in Canary Wharf, London, St Enoch Glasgow and The Screen @Eat Street in Westfield, London. Wifi services will now be rolled out across The Grid (eight screens in six cities) immediately. Ocean Labs is headed up by Catherine Morgan who said: “What makes this roll out compelling is the immediate call to action it gives advertisers in the all important retail environment. Whether it’s a chance to download an exclusive movie trailer, win a car, get to the head of the queue in a fashion sale or a superb daily deal, the advent of wifi is an out of home game changer.” Commenting on the launch, Rob McGlynn, technical director of Hyperspace at specialist Posterscope, said: “The data capacity of Ocean’s wifi offers incredibly fast download speeds. This allows brands the all important chance to establish an immediate and relevant connection with people in city centres and retail environments over and above DOOH’s impressive broadcast capability.”
- Exterion Media UK’s work.shop.play. Community Wins Industry Award Exterion Media’s online urban community work.shop.play. has been awarded the accolade of Insight Panel of The Year at the 2014 Vision Critical EMEA Summit. Vision Critical manages over 700 communities and each year awards a prize for the best performing EMEA community. work.shop.play., the only B2B company shortlisted this year, fought off strong competition from brands including Vodafone, Nandos and Adidas to win the award, voted for by 110 industry peers. Finalists were required to demonstrate the success of their community, following an initial written entry. The prize is further recognition for the online panel after it was named Runner Up at the 2013 awards. The award win follows a successful year for work.shop.play., the insights from which offer Exterion Media insight into the thoughts, mind-sets and behaviours of urban audiences. The panel has seen astounding growth of more than 50% in 2014; membership numbers now stand at 10,634 up from 6,823 at the start of the year; making it the biggest online urban community of its kind in the media industry. In addition, a 50 strong mobile community has been launched. Via: Exterion Media
- Mike Baker to step down as CEO of the Outdoor Media Centre Mike Baker, the CEO of outdoor trade association the OMC, has announced that he will step down from his post no later than March 2015, and will wind down his involvement with the trade body from January 2015 onwards. The news has triggered a strategic review to scope OMC’s future, to be led by Mark Craze, formerly Group CEO of Havas Media. “I have been developing a media services start-up called Wossname which has been taking more of my time recently,” Baker said in a statement. “Even though my role at OMC is not full time, I am finding it impossible to cover all that the job requires while still giving the start-up its proper care and attention. “The outdoor sector is in a great place and I have thoroughly enjoyed my time working at the OMC. I will have been nearly five years in the role and I am proud of all the team has achieved. “The industry continues to grow its share of display advertising, media owners are investing heavily in the future, and advertisers are finding more reasons to include outdoor media on their media plans.” Baker took over the Outdoor Advertising Association in May 2010, rebranding the trade body as the OMC in January 2011 and giving it a more marketing-led direction. His achievements include the Customer Journey research, Power of 5 programme and the Outdoor Works conference in autumn 2013. “We are sorry to see Mike go and we thank him for his contribution,” said Naren Patel, CEO of Primesight and chairman of the OMC. “The out of home industry is well placed to benefit from the continued improvement in the economy. Advertisers continue to rely on Out of Home to achieve cost effective cover, while Digital screens are bringing in new tactical advertising revenue. “We have very ambitious and exciting goals for OOH and are going to take this opportunity to fully evaluate the role of the OMC.” Source: MediaTel
- “Redefining Airports” project marks UK’s largest Airport Advertising investment Eye Airports, the UK’s airport advertising experts, announced major plans for their ambitious #RedefiningAirports Project, marking an unprecedented £8m investment in advertising media and technology across the Eye Airports network. This is the largest investment in advertising in UK Airports this decade and an opportunity to reach the biggest domestic Airport audience. Billed as “a massive step in the evolution of Airport media”, the project is about huge investment in the latest high-spec media formats and advertiser opportunities to dominate the Airport environment. This is about capitalising on the significant multi-billion pound investment in UK Airports and in response to the rapid audience growth and the way consumers interact in airports, which has changed with the commercial landscape. This will be seen across both Gatwick North and South terminals, offering new advertising and retail opportunities throughout the passenger journey. The pinnacle of these include digitized welcome screens, large digital screens in the terminals and a major refresh of screens with better, strategic placement of advertising sites in the open, inviting retail space. This includes new large format, high definition screens which, at 4mm, are the most advanced LED screens in their field and the optimum in the Airport Advertising industry. These were designed as part of the redevelopment of the airports. The investment not only spans Gatwick and Stansted Airports but also Eye Airports’ national footprint at Manchester, Newcastle, East Midlands, Bristol and Southampton Airports. This will provide more opportunities to reach the UK’s largest domestic airport audience with cutting edge solutions that will also include mobile functionality, beacons and other new technology broadening the scope for advertising. From December, advertisers and agencies will have new and unique opportunities to take strategic ownership of key spaces and fully integrate within both Gatwick and Stansted Airports. With Eye Airports serving predominantly UK residents leaving the country or returning home, the Airport environment offers brands the chance to reach a large and valuable demographic whilst enhancing the passenger experience. Ged Weston, Sales Director at Eye Airports, said: “This is a bold and confident step forward for the Airport industry. The whole Airport experience has fundamentally improved, and therefore we are changing our offering to reflect this… I cannot wait to see the reaction of our clients and the media industry.” Sarah Parkes, Managing Director at Eye Airports, added: “Mobile and social media are also a massive part of the new Airport experience, as these are the most ‘checked into’ locations on Facebook. Smart phones are the essential travel companion for passengers, so joining up the dots between mobile, data and OOH now offers a fantastic opportunity for our clients to engage with the Airport audience. Our challenge is how we help and advise our advertisers to now take advantage of this unique opportunity.” For more information, visit eyeairports.com
- Top Shop / Twitter and Women’s Aid Top Ocean’s Annual Art of Outdoor Digital Awards Ocean announced the winners of our annual Art of Outdoor Digital Competition, which celebrates pushing the creative boundaries in digital out of home advertising. Top Shop/Twitter and the charity Women’s Aid were named overall winners at an awards breakfast at London’s IMAX cinema before an audience of more than 500 guests from the UK’s media, creative and advertising sectors. Top Shop came first in the Creative Techniques category for a campaign created by Twitter UK which uses real time Twitter data to showcase the latest catwalk fashion trends live across Ocean’s digital outdoor UK network, The Grid. Domestic violence charity Women’s Aid received the Interactive Category First Prize for a campaign utilising facial recognition technology to demonstrate how it only takes one person to notice domestic abuse to start making a change. The campaign was created by WCRS. British Airways picked up two awards, one in each category, joining an impressive list of runners-up together with Spotify, NEST and The North Face. Entries were judged by a panel of 13 cross discipline industry experts. Ocean CEO Tim Bleakley said: “The fifth year of the competition gave us a record number of entries and the strongest shortlist we have seen in five years. Our winners are striking in the power of their visual ideas combined with innovative use of technology. They deserve to be recognised for their immediacy and relevance to their target audiences.” Rachel Bull, Editor of Brand Republic which partners Ocean on the competition said: “Previous competitions have demonstrated the sheer potential, but this year’s competition has significantly raised the bar. Here’s proof that digital out of home really is the must have media to get your brand noticed.”
- City Outdoor Media Presents Leeds Central Screen The new site will see its first in-charge on the 19th January 2015. The site is the first roadside screen in Leeds and is an iconic structure, being built on the Grade II listed Leeds Yorkshire Post tower. Site stats include: 1.56 million vehicular impacts p2w High dwell time - head on to multiple lanes of traffic at busy traffic lights & roundabout In the heart of the city 500 meters from Leeds Station 600 meters from Leeds Trinity and busy retail hub 3 cinemas in close proximity inc. 2 x VUE multi complex sites Multiple hotel chains on its doorstep including Leeds Crown Plaza Headquarters to ASDA, Arla Food, GHD, Yorkshire Bank & Jet 2 6 x 4 meters 10mm pitch portrait screen 10 second slots in 40 second loop Dial up @ commuter hours to 50 seconds For more information please contact Charlie Thorp @ charlie@cityoutdoor.org.uk
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