The Real World is Posterscope’s out-of-home media landscape document that captures the highlights of the year, focuses on current areas of interest, and offers a perspective on what’s coming up.The presentation is updated every month although not all the content will change, for example, OOH revenue figures are released on a quarterly basis. The main areas updated monthly are ‘who’s buying’, ‘stuff we like’ and ‘what’s coming up’. For ‘stuff we like’ and what’s coming up’ new content will be added to the existing content for anyone not visiting on a monthly basis. The remainder of the document will be updated as and when relevant.
‘What just happened’ takes a retrospective look at the out-of-home market across 2011 and 2012 to date
‘How’s Out-of-home’ focuses on the broad trends within the Out-of-home industry.
Outdoor up 5.9% in Quarter 2 to £243mDigital revenues are now £52.3m, or 21.5% of the totalEight consecutive quarters of growth for outdoorThe Outdoor Media Centre (OMC), the trade body for outdoor media owners, today announces total revenues for April to June 2013. The headline total reported across all outdoor is £243.1m, which represents growth of 5.9% year on year. Digital revenues in the quarter amounted to £52.3m, which was 21.5% of the total. Digital revenue growth was up 37% year on year. “This quarter is exceptional in showing a pretty large uplift, on top of relatively tough comparatives. In 2012, outdoor grew 9.9%, and certain media owners were already capitalising on the Olympic hike in spend”, commented Mike Baker, CEO of the Outdoor Media Centre. “All growth is advertiser-led growth, so we are very pleased to see the continued investment from our clients. More advertisers than ever are finding outdoor relevant to their brands and are using the active space as a place to target their consumers.” Categories which spent significantly more in the quarter on Outdoor include Finance, Drink, Motors and Household Appliances
Over the last decade we have seen the medium transformed by a surge in digital OOH, innovation and creativity alongside the consolidation of media owners and a continuous stream of investment. This rapid evolution has kept the OOH landscape fresh, new and exciting thus resulting in growth that surpasses all other media with the exception of digital.
OOH is also one of the only media that continues to see audiences grow year after year as we spend more time out of our homes and do different things with our time. The Taking Part survey has run since 2005 and is the key evidence source for DCMS (The Department for Culture, Media and Sport). It is a continuous face to face household survey of adults aged 16 and over in England and children aged 5-15 years old. This latest releases presents rolling estimates incorporating data from the fourth quarter of year seven of the survey.The figures detail increase in 2011/12 versus 2006/2007
Days out or visits to places (68.3% in 2011/12 versus 58.4% in 2006/2007)
Visits to theatre (46.0% in 2011/12 versus 37.5% in 2006/2007)
Eat out at restaurants (73.5% in 2011/12 versus 61.8% in 2006/2007)
Visit museums/galleries (52.8% in 2012/13 versus 43.5% in 2007/2008)
Play sport/exercise(55.4% in 2011/12 versus 50.1% in 2006/2007)
Go to a cinema (53.8% in 2011/12 versus 42.3% in 2006)
Between 1995/97 and 2010, the average distance travelled by bus in London has nearly doubled (+90%) to 81 miles per person per year, while the average distance travelled by other local buses is now similar to its 1995/97 level at 226 miles per person per year. Rail travel (surface rail and London underground) accounted for 9% of all distance travelled in 2010. The average number of trips and distance travelled by surface rail has increased overall between 1995/97 and 2010, by 61% and 58% respectively. The latest year shows a rise in surface rail travel, reversing the downward trend of recent years. Trips by London underground increased by 12% between 1995/97 and 2010, while the average distance travelled has increased by 23%.
And the environment is changing to meet our demands.......more pubs, more gyms, coffee shops etc....Overlay this with the fact that the world is now surrounded with technology and emerging new medias, it is plain to see that the last 50 years has seen an incredible amount of change. As a result OOH has had to evolve and adapt to stay alive and it is the sheer fact that OOH is stitched into the very fabric of our world that has allowed the medium to quickly embrace this transition in offering increased opportunities and ways to talk to these audiences.....Today OOH is reacting to the surge in technologies by providing a perfect partnership to leverage multimedia conversations.
The Outdoor Media Centre announced that outdoor revenues grew 9.5% year on year in 2012, to £970.1m for the full year 2012 (full year 2011 was £886.3m).
Now in its 4th generation....which includes the following additions...The e.diary- Active purchasing each half hour. They also ask the respondent to tell themhow much they have spent if they have bought something. This allows them to find out more about purchasing behaviour in general. Where people are when they are buying – how much of it happens online or when they are out and about. Whether major purchases at the point of sale are made when people are with others or when they are alone. And of course to enable them to understand respondent’s media consumption just prior to actual purchase. -At the end of the half hour e.diary questions a screen of 12 emoticons have been added which respondents are asked to click on to reflect their mood state. The Self Completion Questionnaire: - More questions have been added on social networking and use of social media. - The technology section has been revised to reflect the ever changing technology market and questions about use of tablets and e books have been introduced.-In the television section respondents are asked about the platforms they use to watch content including ipads, internet connected televisions and 3D TV sets. -There are also new questions relating to product placement on television for the first time. And the VOD questions have been completely revised and expanded. - For radio respondents are now asked about radio listening via an app with frequency levels. -For newspapers and magazines respondents are now asked about readership via electronic devices for the first time, by title. - The outdoor section has been revised to include more questions about digital screens. - The gaming section has more questions relating to games played on the internet rather than just hand held devices. - The internet section has been radically revised and now includes many more frequency questions in terms of both sites used, activities on the internet and location of use.
Through to Posterscope’s proprietary consumer survey OCS is the UK’s only OOH consumer survey, based on a representative sample size of 11,000 adults, it focuses on their OOH activities, their attitudes towards and opinions of advertising in different environments, and most importantly their typical moods and mindsets in different environments. Available audiences include all the standard demographic groups plus detailed audience segmentation (matching client specific audiences), category enthusiasts, WOM influentials and social and mobile audiences. Typical areas of analysis include weight of media consumption, travel behaviour, thoughts when travelling, OOH environmental effectiveness, OOH formats noticed, intention to purchase, actions taken in response to OOH advertising, etc.
The new OCS5 Survey asks consumers what product categories they plan to purchase and which they buy more on impulse. It then delves deeper into the triggers for each product category as to what the key drivers of impulse purchases are ... Giving us a greater understanding of the decision making process across a wide range of categories So for example ...Pay Day is a key trigger for impulse purchases particularly in the categories of fashion and entertainmentMood is more important for impulse purchases for confectionary/snacksAnd Peer pressure/recommendations play a key role in impulse decisions when going to the cinema/theatreThis new OCS insight can also help planners be more defined with their target audiences for any given brief.So for example a confectionary brief might wish to target 15-34 who buy confectionary as a pick me up ....So using the new OCS Insight we can be far more defined when creating our target audiences to plan buyi.e. 15-34, regular confectionary purchasers, who purchase confectionary on impulse AND their mood is a key driver of this impulse purchase
http://www.youtube.com/watch?v=ii2xy9VaDA4To even being able to measure real-time sentiment.As part of the Olympic celebrations, EDF created a spectacular nightly lightshow on the London Eye, based on the mood of the nation. An algorithm tracked all positive and negative Olympic tweets from the 10 million UK users to give a positivity percentage, which is translated into illumination on the London icon. Visitors could participate in this interactive campaign through digital and social media activity.
And the real-time city is now real! The digital revolution has layered a vast system of cameras, communication devices, microcontrollers and sensors over our environment, enabling entirely new ways to imagine, monitor, and understand our cities. These systems have a value that goes beyond their original purpose: the digital exhaust of cellular networks reveals social and economic patterns, tracking systems highlight global material flows, and digitally managed transportation fleets address a city's mobility. Taken together, the impact of digital networks on cities will be as significant as any past human undertaking.LIVE Singapore!, an ongoing initiative by the SENSEable City Lab at MIT, closes the feedback loop between people moving in the city and the digital data generated by their actions. The project's platform allows for the collection and combination of multiple data streams and provides access to data through dynamic visualizations that offer new insights into Singapore's urban dynamics.LIVE Singapore! provides people with access to a range of useful real-time information about their city by developing an open platform for the collection, elaboration and distribution of real-time data that reflect urban activity. Giving people visual and tangible access to real-time information about their city enables them to take their decisions more in sync with their environment, with what is actually happening around them.Check out the video. http://www.youtube.com/watch?v=2aEPkyOBtRo
Route, which launched on February 26, replacing Postar, is OOH’s revolutionary new audience measurement system enabling greater targeting across more environments than ever before. It incorporates the latest measurement technology and covers all major formats – which acts as a catalyst to allow OOH to be truly accountable in this increasingly multi-media, multi-platform world.£19m was invested in the research which took 4 years in the making.
Route encompasses all outdoor environments – airports, buses, London Underground, National Rail, pedestrian shopping precincts, shopping malls, supermarket exteriors and all roadside frames. These environments will be added in stages – the launch data includes 360,000 frames for road, bus and tube. It is designed around hyper-local geography allowing you to select from 24 conurbations or the 14 BARB areas. The research study, undertaken by IpsosMediaCT and MGE Data, combines several elements: - The largest ever GPS travel survey with a fieldwork sample of 28,000 people, who each carried a GPS meter for nine days revealing how people move around as they live day-to-day. In total 19 billion GPS records were read to date and will increase by 3.3 billion every year.- A mapped network of all the pathways in the country (including tube stations, retail mall precincts, and all types of roads) to which traffic flows and audience numbers have been affixed – the Traffic Intensity Model (TIM).- Also from the TIM, the realistic opportunity to see (ROTS) has been calculated- Pioneering eye-tracking studies gauge the likelihood to see (LTS) factor of the various types of display. The research account for scale, orientation and distance. It also calibrates properties such as movement and illumination.
The next two charts demonstrate the key components that comprise the new Route system. From the audiences that can be measured, the scale of geographic locations, the measurement of dynamic frames and the diversity of formats and environments through to day-parts included, illumination facts and formats and location and attributes.
With the release of Routethere 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 as a planning or optimisation tool, (more a detailed reporting tool) but as investing underwriters, Posterscope (along with Kinetic, Rapport, CBS, JCDecaux, Clear Channel and Primesight) have unique access to the ‘raw’ IPSOS data files (which includes all the recorded information for the 28,000 respondents in the GPS travel survey and the full frame universe database together with all of the visibility characteristics that contribute to the audience delivery). In addition we have the gold standard algorithmic code that is the basis for the outputs from the collected data. This dataset is a crucial element in our development of a unique proprietary planning tool, and trading by audience.
To read our point of view....visit Slideshare on www.Pioneeringooh.com
‘Who’s Selling’ briefly talks about the OOH media owners and their plant.
There was a major shake up amongst the media owners in 2009 when Titan Outdoor fell into administration and their plant was taken over by JCDecaux (rail and POS) and Primesight (large format roadside) altering the sales dynamics of the medium. Since then SOV has remained relatively static.
With change came a renewed sense of focus and media owners are continuing to enhance the overall OOH proposition by reviewing their sales portfolio. Previously, when one media owner would relinquish a site/piece of land, another would quickly buy it up and erect a panel. Today this is not the case as media owners are collectively working to improve the quality of their plant with massive investment into existing sites and also into the development of high quality digital investments.
‘Who’s buying’ provides an overview of who is spending what, where, when and why.
January- June 2013 Sector 2013 2012 %difference Entertainment and Leisure £66.7m £70.4m -5.19%Telecoms £54.7m £59.1m -7.48%Finance £35.2m £24.4m 44.32%Drink £31.6m £38.5m -18.00%Motors £29.9m £18.8m 59.49%Travel and Transport £23.2m £23.7m -2.07% Food £18.2m £26.7m -32.07%Computers £15.3m £7.0m 117.63%Cosmetics and Personal Care £12.9m £12.6m 2.06%Media £12.8m £12.6m 31.91%Other £48.1m £57.4m -16.20%Overall market £348.7m £348.4m 0.08%Overall the market is up 0.08%... Entertainment and Leisure: This is the largest spending category with £66.7m (and represents 19.14% of total OOH spend). The category is down 5.19% YOY. KFC are the number 1 spender within this category, with a spend of £7.05m and a SOV of 11.13%. They have increased YOY spend by 16.06%. Warner Bros come in at 2nd place with a spend of £5.92m and 9.34% SOV. Twentieth Century Fox were in 3rd place with 8.51% SOV and spend of £5.39m (down 3.89% YOY). Universal Pictures in 4th place, with SOV of 7.13% and a YOY decrease of 14.61%. E1 Entertainment were in 5th place with a spend of £3.07m and with a SOV of 4.85%. Telecoms: The overall category spend was £54.7m, representing a decrease of 7.48% from 2012. The top company was BSkyB, spending £17.94m, decreasing spend YOY by 15.18%, and giving them 34.61% SOV. Vodafone were in 2nd place, with a spend of £7.02m, increasing YOY spend by 2.21% (and 13.54% SOV). BT were in 3rd place with 9.69% SOV and spend of £5.02m. Talk Talk took 4th place, with a spend of £4.17m and 8.04% SOV. Blackberry was in 5th place, spending £3.31m, which represented a YOY increase of 71.18% and 6.38% SOV.Finance: This sector was up YOY by 44.32%. Lloyds took the top spot with £6.10m spend, which was up 164.00% from last year and with a SOV of 19.01%. Halifax were in 2nd place with £3.32m, up 272.33% from 2012 (a SOV of 10.36%). Santander came in 3rd with a spend of £3.04m and 9.48% SOV. Bank of America took 4th place with a spend of £2.06m (6.41% SOV), and HSBC had 4.75% SOV which represented spend of £1.52m.Drink: The 4th biggest spending category, retail, had an overall spend of £31.6m, which represented a YOY decrease of 18.00%. Coca-Cola took the top spot, the coming in 1st place with a spend of £6.02m and SOV of 19.03% (down 14.08% YOY). Heineken came in 2nd place with £4.23m and SOV 13.48%. Molson Coors were in 3rd place with a spend of £4.16m and SOV 13.15%. Glaxosmithkline came 4th spending £3.99m (up 25.02% YOY) and AB Inbev was in 5th spending £2.75m (SOV 8.71%). Motors: The 5th biggest spending category had an overall spend of £29.9m, which represented a YOY increase of 59.49%. Ford took the top spot, the coming in 1st place with a spend of £5.00m and SOV of 16.71% (up a massive 338.32% YOY). Skoda came in 2nd place with £2.39m and SOV 7.98%. Fiat were in 3rd place with a spend of 2.20m, (SOV of 7.35%) an increase of 38.26% YOY. Land Rover came 4th spending £2.19m (SOV 7.33%) and Mercedes Benz was in 5th spending £2.12m (7.08% SOV), having not spent in the same period last year.Travel and Transport: The motors category decreased YOY overall by 2.07%, spending £23.2m, and coming in 6th overall. BA took 1st place in this category; spending £3.73m and gaining 16.06% SOV (representing an increased spend of 34.43% YOY). Emirates took 2nd place, spending £2.54m and taking 10.92% SOV which was an increase of 29.33% YOY. Visit England were in 3rd place with a spend of £1.19m, taking 5.13% SOV. EasyJet was in 4thplace with £1.09m, with a SOV of 4.69%. In 5th position was Turkish Tourist Office (SOV 3.34%), with a spend of £775k reflecting an increase of 35.93% YOY. Food was the 7th biggest spending category, down by 32.07%. Asda was the top spender with a 16.40% SOV, spending £2.98m, up 288.63% YOY. Unilever were in 2nd place with £2.04m spend (11.24% SOV), up 89.60% YOY, whilst Nestle took 3rd place, spending £1.56m (with 8.61% SOV). Arla were in 4th position with a spend of £1.42m (7.82% SOV), up 112.18% YOY. Tesco came in 5th with a spend of £1.39m representing a decrease of 57.55% YOY and a 7.66% SOV.Computers: The category increased spend by 117.63% to £15.3m, taking a 4.40% SOV. Apple was the largest spender with £3.31m (437.67% YOY increase, 21.58% SOV). Blackberry were in 2nd place (up 1415.14% YOY) spending £2.71m. Microsoft came in 3rd place with 15.01% SOV and £2.30m spend. Samsung were in 4th place with a 7.92% SOV. Lenovo took 5th place (SOV 6.71%) investing £1.03m. Cosmetics and Personal Care: This category is up 2.06%, with £12.9m spend representing a 3.70% share of voice. Unilever is the biggest spender in the category, representing 22.75% SOV with a spend of £2.93m. Beiersdorf was the second largest spender with £1.17m (9.07% SOV), and Estee Lauder was in 3rd place, spending £940k with a 7.28% SOV. Chanel spent £815k, coming in 4th place, with 6.31% SOV. Garnier spent £694k (5.38% SOV) which is an increase 83.63% YOY. Media: This category was up 31.91% YOY, spending £12.8m and gaining a 3.66% SOV overall. BT achieved 32.44% SOV with £4.14m spend, having not spent on OOH in 2012. News Intl Newspapers were 2nd with £2.74m spend, an increase of 231.28% YOY and a SOV of 21.47%. Itv took 15.10% of the category, with a spend total of £1.80m. C4 took 4th place with 9.23% SOV, and a spend of £1.18m. UKTV came in 5th place spending £709k and achieving 5.56% SOV, a decrease of 38.20% YOY.
NB: data is based on individual company as opposed to overall holding company which would show a different ranking. Overall the top 10 spenders increased spend by 15.12% YOY. Sky were the largest spender for January-June 2013 with all the spend invested behind the Sky range. Sky Digital accounted for 70% of spend with the remainder of budget allocated to Sky Go (18.61%%) and different channels. Many formats were used with 6s being the most utilised (38.45%), then 48s (32.89%), Large Digital (19.23%), specials (3.10%), tube (2.24%) and rail (2.61%). Overall Sky spend is down 15.18% YOY. Samsung were in 2nd place spending £9.81m. All of their budget was spent on Samsung. The majority of the money was spent on 96s (75.23%), airport (12.59%), 6s (4.27%). 48s (4.02%) and specials (1.65%). Unilever were in 3rd place with £7.17m spend and an increase of 79.21% YOY. The majority of their budget was invested in promoting Flora (12.16%), Comfort (12.10%), Walls (11.93%) and the Unilever deodorant range (11.75%). The main format used were 6s (79.92%) with a few other formats also used. KFC were in 4th place spending £7.05m which represents a YOY increase of 16.06%. They invested all of their budget behind their food range. They were heavy users of 6 sheets (51.33%) and phone kiosks (36.49%). Vodafone were in 5th place spending £7.02m which represents a YOY increase of 2.21%. They put all of their budget behind the Vodafone range. 96s (23.80%) and 6s (26.55%) were the most popular formats used. Lloyds TSB were in 6th place spending £6.10m. All of their budget was spent on Lloyds TSB Generic. The majority of the money was spent on 6s (66.31%), 48s (11.74%) and rail (9.91%) with some money spent on other formats. Coca Cola were in 7th place with £6.02m spend and a decrease of 14.08% YOY. Most of the spend went behind Coca Cola (57.39%) with some budget allocated to Fanta, Appletise and Sprite. The budget was mainly spent on bus (46.18%), 6s (20.46%), 96s (11.13%) and 48s (17.71%) with rail also being used (2.78%). Warner Brothers were in 8th with the budget (£5.92m) spent supporting several films including: Man of Steel (32.06%), The Great Gatsby (19.42%), Jack the Giant Slayer (12.42%), Making of Harry Potter (7.25%), Hangover 3 (7.05%), Gangster Squad (6.37%), Hobbit (6.23%), Sammy’s Great Escape (4.38%) and Burt Wonderstone (2.05%).The majority of the budget was spent on 96s (39.05%), bus (23.82%), 6s (17.82%), large digital (9.71%) and tube (6.67%). Twentieth Century Fox were in 9th with the budget (£5.39m) spent supporting 11 films: A Good Day to Die Hard (43.21%), The Croods (11.76%), Epic (11.62%), Internship (10.10%), Hitchcock (9.69%), Lincoln (4.82%), Stoker (2.08%), The Sessions (1.93%), I’m So Excited (1.55%) Life of Pi (1.63%) and Wolverine (0.92%). The majority of the budget was spent on bus (43.43%), with 96s (33.53%), tube (8.74%), large digital (6.17%), rail (4.40%), specials (1.93%) and 6s (1.28%) also used. BT were in 10th place spending £5.02m. The majority of their budget was spent on BT Sports (82.38%) with some money spent on other channels. The majority of the money was spent on 48s (32.06%), 96s (28.16%), large digital (13.79%). specials (11.66%), tube (10.72%) and rail (3.47%).
‘How's digital’ provides a broad overview of the digital market.
You may find it quite surprising that it is the UK and not Asia that is the global leader of the digital OOH market. They do in fact have 35% of all worldwide screens but their government has limited their ability to be networked so it is difficult to plan, buy and facilitate a campaign on anything other than a site by site basis. This is not the case in the UK as the majority of screens are networked, making this market one of the most sophisticated in the world and allowing clients the opportunity to capitalise on the benefit of digital Out-of-home – planning by day part, location, audience, environment and mindset to mention a few. This means that, for example, it is now possible for a client to advertise ice creams in city centres on days when the temperatures reach over 25c!Number of mainstream OOH advertising screens Worldwide : c.2,500,000% of located in Asia : c.35%% located in USA & Canada : over 50%% located in UK : c.8%
Digital still remains the success story in OOH and as new technologies continue to be developed we predict that the market will continue to increase. Not only because digital quickens the pace of the message, offers added dynamism and relevance for the advertiser but also because media owners are able transform their plants and reduce overheads.
By its very nature, the major revenue streams remain in the roadside, rail and the London underground arenas as they appeal to broadcast audiences. Their counterparts offer unique, targeted solutions so will of course have a degree of capped income.
London is the commercial centre of digital media as the majority of roadside, rail and London undergroundformats are situated in thecapital. However, it is testament to the changing landscape that well over a 1/3of impacts are now delivered outside of London and we urge you to consider them when being briefed.
There is no industry data that measures digital spend by advertiser. However these are the top spending Posterscope digital advertisers (Jan-Aug 2013) MMO2PSAInBevBritish TelecommunicationsBMWEstee Lauder UK20th Century FoxAcerMARSPUIG
The role of digital OOH is many fold as demonstrated by some of the campaigns above Extending TV activity Flexible campaign durations Daypart use Short lead times Multiple creative executions Gender specific copy Production values
‘Stuff we liked’ is a showcase of the best stuff that has come out of Posterscope and the industry over the last few months. This is updated every months with the latest campaigns however a record of previous
How many people can you splat with Fanta’s Fruit Throw?Fanta has launched a highly interactive OOH campaign to target teenagers, which offers them the chance to physically connect with the brand. Users are 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 activity will take place in strategic locations where teenagers typically socialise. 10 interactive digital screens across the UK will promote Fanta’s ‘Fruit Throw’ game, by allowing users to play the game directly on screen. The screens, running on roadside bus shelters and shopping malls also feature a local leaderboard. Consumers are further encouraged to engage with the brand through Fantabranded bus stops, which are adorned with moveable Fanta stickers. People can 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 encourage teens to take part in challenges, posing with 6s and uploading their photos to Facebook.
Buxton catches Twitter 'chatter' for Ashes OOH pushBuxton natural mineral water is promoting its sponsorship of The Ashes using DOOH. The campaign, created by Posterscope for Nestlé Waters UK, aims to keep fans informed and updated on the latest scores, news and social media conversations during the Test series.The media activity is driven by user-generated content from cricket fans and is being broadcast on DOOH screens at rail stations in London and Manchester on match days. The Ashes "chatter" used in the activity will be collected and collated by LIVEPOSTER from Buxton's twitter hashtag: #GotTheBottle. The activity runs for two, five-day periods to coincide with the second and third Test matches of The Ashes from 18 to 22 July and 1 to 5 August.Anishka Fernando, a client manager, Posterscope, said: "This is a perfect example of how outdoor is playing an increasingly important role as the key link and driver of consumer engagement and interaction, with brand campaigns from offline to online media channels."
Double World First at Goodwood Festival of SpeedTo celebrate the upcoming cinema release of TURBO: a high velocity 3-D family comedy about an underdog snail who kicks into overdrive when he miraculously attains the power of super-speed, Twentieth Century Fox has built their own racing snail which was unveiled at the spiritual home of all things speedy over the weekend! Festival of Speed audiences were able to meet TURBO in the family area at Goodwood Festival of Speed from July 11th to 14th 2013. Guests were able to rev his engines to trigger the snails amazing light display for the chance to win a ride in the super charged snail. Turbo took part in the Hill Climb on Sunday 14th July 2013 at 13:15pm.The campaign was created by psLIVE
British public play key role in OOH ‘Share a Coke’ campaignThe Share A Coke campaign has the nation clamouring to find their named bottles and to share with their friends. Coca-Cola wanted to keep the campaign fresh across the summer, and give people new reasons to Share a Coke. The best way to do this is to ask, so pulling on their huge resource of Facebook fans and Twitter followers, they asked the public who they would share a Coke with next with the new reasons to share to be broadcast across the nation on billboards and real-time activated digital panels, bringing consumer interaction with the promotion to the streets. By using the LIVEPOSTER™ platform to create and manage adverts, Coca Cola are also able to be reactive to events in real time such as the Royal Baby’s birth, allowing for tactical messaging that is always relevant to its audience. The campaign was planned and bought by Posterscope and Vizeum.
Philips reactive campaign Philips jumped on the back of a Colgate PR disaster and ran a reactive OOH campaign. Colgate ran some experiential activity at Waterloo train station on the 10th July inviting people to bring along their old toothbrushes and swap it for a brand new £170 model. Unfortunately they massively underestimated the take-up. The badly staffed stand couldn’t cope with the number of people who turned up, resulting in an appearance from the police and the activity being shut down. Philips reacted quickly with a campaign (turned around in an hour) at Waterloo rail and underground stations. The copy read ‘the best things in life aren’t free’ mocking Colgate’s experiential activity failure. In addition to this, people were asked to tweet photos of their toothbrushes to have a chance of winning a new Philips Sonicare brush.
Kate Spade opens 24 hour shoppable store windowsThe density of pedestrian traffic on the sidewalks of New York City make it an optimal place to grab attention with an eye catching or innovative store window display. For the NYC debut of their casual clothing and accessories line Kate Spade Saturday, the brand created four walk up shoppable interactive windows in formerly vacant retail stores.Each of the storefronts were painted a signature bright yellow hue and accented with bold black and white graphic patterns. A selection of the brightly coloured apparel and accessories are displayed on hangers and hooks inside the windows.Shopping takes place through a large touch screen display. Customers can browse the entire collection and get specific product information.Shape and fit of the apparel items can be previewed on model photos.The checkout process simply requires entering a mobile phone number. A confirmation text is sent and following approval, a messenger will deliver the products within select NYC areas within an hour for free. Just like a take-out food order, payment happens upon delivery.The four window stores were open 24 hours a day between June 8th and July 7th 2013.
Interactive Samaritans Ad Urges Subway Commuters To Answer Calls For HelpTo urge people to volunteer at the Samaritans hotline, the creatives at the CSM school in London have come up with this interactive advertisement. Placed at a busy tube station near a phone, this “poster” shows a young lady about to call for help before she “commits suicide”. If no one picks up the phone, the young lady will “commit suicide”, and the tagline, “Let us not miss a single call” appears. However, she can be “stopped” if someone answers her call using the nearby payphone. This interactive advert highlights the fact that there are not enough volunteers at Samaritans to handle all the calls for help they receive, and urges the public to volunteer if possible. However, this ad is only a student project and is not affiliated in any way with Samaritans.
Nike projects laser beam football pitches onto city streetsFinding somewhere to kick a ball around in the city can be a challenge, which is why Nike paired with Doubleyou to make things easier for soccer players around the world using a laser-projected pitch.Using an app, soccer players with nowhere to play in the city could request a visit from the company’s laser-equipped van. The van’s specialised crane would then be raised above an open area of space, before projecting the digital soccer field onto the urban landscape.A pair of small nets were then unloaded to complete the venue, turning an initially barren urban area into a lively game of soccer. Not only is the idea fun, but it gives kids and teenagers without access to the right facilities a chance to hone their skills wherever they can find the space.
Only Canadian passports can open the Molson beer fridgeThe red fridge had the text “Canadians scan your passport to open fridge” on the front, above a slot for inserting a passport to be scanned. The door would only unlock and allow people to sample the Molson beer inside if someone scanned their Canadian passport.This made Canadians very popular with the locals and gave their national pride a boost.
Virgin Atlantic takes over a New York park bench in latest experiential campaignVirgin Atlantic recently placed a First Class Bench in Manhattan, aiming to show New Yorkers what it’s like to fly with Virgin Atlantic. When passers-by sat on the bench, an air-stewardess suddenly appeared offering them lunch, along with champagne and a live performance (to represent in-flight movies and video games). Developed by Young & Rubicam, the experiential activity won a Silver Lion in PR at Cannes. Virgin boss, Sir Richard Branson later tweeted: “Is this the world’s best bench?”
To Celebrate 4th Of July, Billboards ‘Sing’ The US National AnthemTo celebrate Independence Day, advertising company Clear Channel Outdoor created a cross-country campaign, in which a series of billboards will ‘sing’ ‘The Star-Spangled Banner’—the National Anthem of the United States of America. Called‘United4th’, over 1,000 digital billboards across 36 US states will display verses of the National Anthem from 4 July to 7 July. According to the Wall Street Journal, this campaign was created to show the “immediacy and flexibility” of “digital out-of-home media to unite the nation in celebration of Independence Day”. Using Clear Channel’s cross-platform national reach, the campaign also encourages fellow Americans to “show their Independence Day spirit” by posting pictures or videos of themselves celebrating 4th July on Twitter, Facebook, Instagram and Vine by using the hashtag #united4th. Clear Channel will also be selecting the best user-submitted content to post on its digital billboards and website for the rest of America and the world to see.
‘Pee-Powered’ Urinal Slot Machine Rewards Men With Beer For FlushingTo encourage men to flush after using the washroom, beer brand BrahvaCerveza, installed a ‘pee-powered’ urinal slot machine. Called ‘JackflushBrahva’, it gives men a free spin when flushed and a chance to win free Brahva beer and other prizes. If a person wins, the machine will display a code, which the player has to tweet in order to collect the prize. After exiting the washroom, their prize will be presented to them.
A Hearing Test Disguised As An Eye TestThe deterioration of eyesight and hearing comes with age, naturally. However, according to statistics, people are more willing to admit that they need eyeglasses as compared to admitting that they need hearing aids. To get people to test their ears, Toronto, Canada-based creative agency DraftFCB disguised hearing tests as eye tests, for Union Hearing Aid Centre. The campaign featured a TV spot and a poster; like going to an optician, both ads consisted of letters of the alphabet that were to be read and identified. Though seeming like a normal eye test, there was an element of surprise: a really annoying high-frequency sound playing in the background that could only be heard by those who don‘t have hearing loss.
Heineken Dares JFK Travelers to Ditch Their Plans, Press a Button and Board a Flight to Parts Unknown Here's an airport stunt from Heineken that truly embodies the brand's adventurous spirit. Twice this week, Wieden + Kennedy in New York set up a board at JFK's Terminal 8 and dared travellers to play "Departure Roulette"—changing their destination to a more exotic location with the press of a button. They had to agree to drop their existing travel plans—without knowing the new destination first—and immediately board a flight to the new place.
Dragon skull found on Dorset beach as Game of Thrones season 3 unveiled on BlinkboxA 40 foot dragon skull was found on a Dorset beach as part of a campaign by Taylor Herring to announce the launch of Game of Thrones season three on TV streaming service Blinkbox. It took a team of three sculptors over two months to design, construct and paint the skull, which is over nine foot tall. The skull harks back to a scene in George RR Martin’s series where character Arya Stark discovers a dragon skull in the dungeons of King’s Landing, at a point when it is believed that dragons are long dead. Charmouth beach, where the dragon skull was found, is famous for its treasure trove of dinosaur fossils.
KidZania: New £20m ‘mini city’ inside Westfield mall will let children 'work' for treatsBritain's first "reality theme park" where children take jobs and earn "money" in a virtual city centre is to be launched in London by the former owners of the Groucho Club.The £20 million KidZania centre —complete with streets and moving vehicles — will open at the Westfield London shopping mall in Shepherd’s Bush late next year or early 2015.Instead of having roller coasters and other rides, KidZania will recreate adult workplaces such as operating theatres, plane cockpits, TV studios and banks — all at two thirds lifesize — where children will play at carrying out jobs.The 80,000sq ft two-storey attraction will issue its own currency, KidZos, which the four- to 14-year-olds will be able to spend on treats such as sweets or activities such as go-karting.London’s KidZania is expected to attract up to one million visitors a year and will be constructed above the Marks & Spencer store at the shopping centre.Each workplace will be sponsored by a major employer such as a supermarket group or an airline. Sponsors at foreign KidZanias have included Coca-Cola, Domino’s Pizza, Honda, HSBC, Nestlé and Sony.KidZania was founded in 1999 and has 12 sites in locations such as Tokyo, Seoul, Dubai and Bangkok. It has further openings planned in São Paulo, Kuwait and Jeddah, Saudi Arabia.
An Ingenious Coffee Machine That Dispenses Free Coffee When You Yawn At It South African coffee company DouweEgberts believes people will love their coffee once they have tried it—to let more people try their product, they placed an innovative coffee machine at the O.R. Tambo International Airport, “where people most needed a coffee”. Unlike most coffee machines, this special one is not activated by money but by yawns—equipped with facial recognition software, it is capable of detecting the exact moment of a yawn. Once it detects a yawn, it starts to dispense a steaming cup of coffee for the tired person standing in front of it, who obviously needs a caffeine fix. In total, the “Bye Bye Red Eye” coffee machine rewarded 210 yawns with delicious cups of coffee—from the smiles of those who managed to get themselves a free cuppa, the machine was a hit.
A Urinal That Can Tell If You Are Drunk, Prevents You From Drunk-DrivingTo prevent drunk-driving, dance club Zouk in Singapore has installed a high-tech urinal that will be able to detect if the user has had a drink too many. In collaboration with marketing agency DDB, it has developed a “unique gadget that could, for the first time, detect alcohol in urine”, which has been simply named ‘The Pee Analyzer’. Club-goers who drive would receive an RFID parking pass when they drop their cars off at the valet—after determining if the user is fit to drive when he has used the bathroom, the Pee Analyzer would store the relevant information in the RFID pass. When picking up their cars, the RFID cards would be scanned by the valet—those who have consumed too much alcohol would be asked to take a cab or use the club’s drive-home service.
All macro trends but all are prevalent and pertinent to OOHWhether they apply to consumer behaviour or brands or mediaAll prompt us to re-consider the way we plan and the way we position OOH within the broader landscape...
The world is being transformed by technology, changing how people behave, especially when out-of-home…This is evidenced by the way we are having to re-define OOHTraditionally positioned as posters and screens that you can put ads on. Maybe a bit of experiential too.Today’s OOH media infrastructure looks very different...It’s all kinds of bespoke placements, exhibition spaces, client owned inventory and BTL retail comms.Plus the technology that consumers use when they are out and about - in principle, a laptop can be just as OOH as a posterThere’s a whole range of things that can be layered on top of straight advertising;Services (search, public utility content on screens)Experiential conceptsPlatforms (Facebook, twitter)Content (YouTube, DOOH ‘programming’)Commerce (virtual store posters, downloadable vouchers)Games (on mobile, DOOH or both together)So what we have here is very much a bought, owned and earned OOH ecosystem of media, technology, content and experience, with lots of interconnected and interdependent partsWhat’s interesting about the OOH ecosystem is that it overlaps with other major globalecosystems e.g.;Google (video – YouTube, search, mobile display, Gmail, Google+)Facebook (website, mobile app/site, f-commerce)apple (i-phone, i-Pad, i-tunes, i-ads)Amazon (app, website, affiliate)But unlike them, the OOH ecosystem isn’t dominated by any large multi-disciplinary multi-nationalsPosterscope aims to help bring a lot of this together.
By 2014, in a study by VC firm Kleiner Perkins, analyst Mary Meeker predicted that mobile browsing will exceed desktop browsing by 2014. Known as the “Queen of the Internet”, Meeker is acknowledged as the industry’s leading and most respected analyst. In the report, Meeker predicts smartphone and tablet shipments will surpass PC shipments for the first time in 2011. Additionally, Kleiner Perkins points to a convergence occurring where social, local and mobile come together through mobile devices and mobile apps. In the palm of one’s hand, these magical devices have GPS capabilities to make them local and a plethora of apps to make them social. As new social and location based apps come to the market, this will only fuel greater mobile internet usage
This changes how people behave when OOH, and also how they interact with OOH.
And these days a poster is not just a poster....it can also be used as a....-TV /website e.g. five live example on the underground which had a live link to the streets of New York-Cinema e.g. cinema Peroni-Gaming console e.g.Cadbury’s Stars and Strips)
Exhibition stands these days can be interactive, connective, digitally social experiences etc. Such as the MINI Countryman example.
And a phone for example can be used as a computer, radio or TV or even as a means of purchasing...
CINEMA PERONI - PERONI NASTRO AZZURROAs part of the sign off to PeroniNastroAzzurro’s association with Italian film,a typical busy poster site was transformed into a working picture house to remind London consumers that Peroni is not only the stylish Italian choice but a brand that can deliver the unexpected with a sense of fun by surprising and delighting consumers with stand out experiential activity.Located in a prime Shoreditch location, the out of home cinema complete with bespoke cinema seating on a raised platform, hostesses serving popcorn to consumers, and accompanying 3D specials on the left hand and right hand sides flanking the main screen ran for 8 nights in March.A second site in Westminster continued with the film association but acted as a stand alone site.Over the live period 1.5 million impacts were recorded alongside huge online buzz.
Watch Something....Once the Games were under-way a LIVEPOSTER™ campaign on Transvision and XTP screens was launched, providing the public with top coverage of the Paralympic action in real-time and driving them to the C4 Paralympic Highlights show each evening.The ads were updated throughout the day with breaking news and images from the day’s events. This was alternated with a live medals table that was played out across the digital screens, showcasing Team GB’s success.
100% of budget – Cannes Lion WinnerWi-fi launched on underground – reduces the gap between exposure and the action for underground campaigns
Poster takes on interactive characteristics & demonstrates mobile experience20 sites nationallyPromoting Yell’s mobile appConsumer generated reviews from Yell website & local business infoCovers restaurants, cafes, bars, hotel, taxis, shopsConstantly updated with latest reviewsTouch a location for full review
Very.co.uk trials digital windows for mobile pushOnline retailer Very.co.uk is trialling a digital initiative that uses high street shop windows to draw shoppers on to its mobile website through NFC and QR codes. Very used a previously empty store front in the Liverpool One shopping centre to showcase three key fashion trends for the festive season alongside NFC and QR codes to encourage shoppers to use smartphones and tablets to interact with the display and shop through their devices.The ranges in the display were tailored to the tastes of Liverpool shoppers based on the online browsing and purchasing habits of Very.co.uk shoppers in the area.
McCain gives chip lovers a high fiveMcCain Food has decided to celebrate those who have chips for dinner in a £3.5m campaign by giving them a high five.The campaign, which also includes 21 different ‘personalised’ executions, was planned and booked by PHD and Posterscope with creative by BMB.The posters at JCDecaux sites and bus stops is designed to celebrate the anticipation of eating chips in a light-hearted way and encourage consumer engagement, with those who high five the bus posters receiving money off vouchers for McCain Home Chips.
Tesco Homeplus wanted to become the number one store in South Korea without increasing the number of stores. As time-poor Korean tend to shop near their home, Homeplus decided to ‘let the store come to the people’ by creating virtual stores within subways. The displays and merchandise were exactly the same as instore however consumers used QR codes and smart phones to shop. When the online purchase is done it is delivered direct to your home.
To kick off the UK football season, ESPN , the American global cable television network focussing on sports-related programming, worked with Arena Media, Posterscope UK and LocaModa to create an innovation OOH campaign to actively engage fans and continue the dialogue with them from TV screen, online and mobile device. The campaign is the first UK campaign to integrate live, real time content and debate, featuring comments from ESPN ‘s well-known football presenters while they are on-air. The digital screens, across the weekend, show the presenters questions or raise subjects for debate, such as "Which new signing will have the biggest impact?“. Some of these topics will be discussed on air and passers-by will be encouraged to respond on Twitter, using the hashtag #espnuk.Live scores from football news site ESPNsoccernet.com were also included in the digital outdoor feeds, alongside information about ESPN’s live football matches and Twitter responses from the public.The campaign, the biggest social campaign to run across digital Out-of-Home, involved over 300 screens across the UK, including screens on London Underground and British Rail’s Transvision screens.
Two way digital OOH Video call on wallResidents of rival cities Toronto and Montreal are being encouraged to virtually visit each other’s cities through a live interactive portal known as The Cheating Wall. The wall, consisting of separate HD video panels, each with their own camera, microphone, sensor and speaker, allows people to see, talk and interact with one another in real time. Participants are also encouraged to tweet about the wall and access the Facebook page to win flights to the respective cities courtesy of Air Canada.
TBWA\Paris Creates a Digital Link Between Lyons and Brussels for the SNCFFrench National Railways, the SNCF hired TBWA\Paris to run a digital morning events campaign to promote its new direct High-Speed (TGV) service linking Lyons with Brussels.On September 21 and 22, the agency installed a cube at the Place de la République in Lyons, with a caption “Stick Your Head into Brussels” with a hole where one could indeed stick one’s head.Anyone who was tempted to try the experience was surprised to find himself in the middle of the Mont des Arts in Brussels, where the Burgermeister, an official fanfare and a crowd of curious onlookers were on hand to greet and talk to them.This was made possible by a system of several screens linked by satellite connecting the two cities.
And we can offer engagement. Vital in the new world.
Nestlé Kit Kat launches NFC-enabled outdoor campaignKit Kat launched its new ‘We Will Find You’ promotional campaign, which will see the distribution of six chocolate bars fitted with a GPS tracker. On discovery of a winning bar, the consumer will be instructed to activate the GPS tracker which, in turn, alerts a team to deliver a £10,000 prize directly to the winner.3,000 outdoor 6-sheets were fitted with NFC/QR Touchpoints that directed users to live competition updates and the opportunity to enter a secondary competition with an on-pack code via Facebook. Smartphone interactions drive to a mobile landing page which hosted updates on the number of GPS bars left.Posterscope, working in conjunction with Mindshare, JWT and Pragmatica, delivered this campaign with JCDecaux, Clear Channel and Primesight.
Play it....Green Giant ran a campaign that linked digital screens and experiential with the use of augmented reality. Running in the Trafford Centre for a weekend, children were given the chance to Hi-Five the giant on the large digital screen to see if they were eating their 5 a day. Colin Jackson also had a go!
Pennies for Life- Creating change at Westfield LondonA unique live event on Southern Terrace ran in late February 2012. The space on a huge digital poster site was used to invite shoppers to donate money - by texting the poster itself. When a text arrived, a shower of coins dropped into place, forming a picture of a woman in Africa; a woman we could now help to set up her own business. It's a live example of small change here creating big change in Africa.
Using online to control the physical worldAriel Fashion ShootSaatchi & Saatchi Stockholm set up a jam-firing robot in Stockholm station: Facebook users in Nordic countries can aim it at a selection of white 'designer' clothes. Hit something and you win the clothes, washed clean of course using the client's productThe stunt was set up on August 29 in the waiting hall of Stockholm Central Station and ran until September 3. Facebook users could control the specially programmed industrial robot loaded with ketchup, drinking chocolate and lingonberry jam.
Mini Fan the FlameMINI launched a pretty cool, live streaming social installation at the Brussels Motor Show, featuring the new MINI Countryman. The Countryman was placed on a 15% slope, held only by a thick rope, while a Bunsen burner was placed under the rope and remote rigged to their live streaming app, where each “like” generates you a burst of flame on the rope in real time…If your burst of flame broke the rope and set the MINI Countryman free, it was yours to keep! This is another great examples of the real and digital worlds combining.
Eurostar screens consumer conversation live on the Tube Eurostar launched a live advertising platform to integrate social media and consumer conversation into its mainstream advertising activity on 60 CBS Outdoor XTP screens and 100 LCD screens across London Underground stations.The campaign promoted the international connection from London to Amsterdam via Brussels and is expected to be part of the brand’s activity before and during the London 2012 Olympic Games.Eurostar developed the campaign to help customers travelling around Europe share experiences and advice while communicating directly with the brand. The campaign integrated real time comments and opinions about Eurostar, its services and destinations into the XTP creative. This included varying degrees of live executions, including a timetable countdown and ‘on board’ updates.Eurostar Live was truly interactive, displaying around 4,000 unique posts per day from the Eurostar Facebook and Twitter profiles. An image uploaded online could be re-purposed immediately to run on Underground screens, and comments from bloggers using #Eurostarlive were live on screen within minutes.A digital clock counted down until the next train arrived at its destination and an ‘on board’ live report from the train provided details such as its speed, distance travelled, and pictures.Users could also share ‘hidden gems’ and recommend places for others to visit and a daily picture competition asked visitors to guess a secret location from one of the cities. Another competition judged the best user-generated pictures.
Cadillac hits 30,000 activations for mobile, OOH programGeneral Motors’ Cadillac was pushing the new ATS model through augmented reality installations in top U.S. marketers by transforming street murals into driving experiences on smartphones and tablets.
A new report from Juniper Research has found that the NFC retail payments market will exceed $180 billion globally by 2017, more than a seven-fold increase over 2012. The leading regions of North America, Western Europe and Far East & China will contribute 90% of this market value as smartphones with NFC payment technology become standard. Technology & Ecosystem DevelopmentsThe report found that 2011 was a watershed year for NFC payments. Major technology infrastructure standards were finalised, many mobile network operators committed to the market and NFC payment pilots from both mobile operators and financial institutions transitioned to commercial service. Above all, NFC-enabled smartphone models were announced by almost all handset manufacturers and Google ignited the market by launching its wallet in the US.NFC enabled devices allows the user to open an app, go to a website to view content, download vouchers, make a purchase, register facebook likes or check in at a location, simply by holding an NFC-enabled mobile to a poster site or payment point. Your phone effectively replaces your wallet so if you see something you like on a poster you can click and buy it there and then.
To understand the potential of NFC, a piece of research from Posterscope and Clear Channel reveals the applications, content and environments that consumers claim to be most valuable and relevant for NFC enabled poster interactions. It also looks at brand and advertiser product categories for which NFC-OOH experiences would be most appealing and current levels of consumer awareness and understanding. A video demonstrating the future potential formed part of the research project. http://www.youtube.com/watch?v=ORkuWJcJpXoOther recent reports produced by Posterscope include ‘NFC News and Views’, Social Media, ‘Smartphones Social and Screen’s, etc, which all look into how OOH integrates with mobile, social and technologies.The convergent world presents an enormous range of opportunities for brands to derive even more value from the OOH medium. The Guide to Convergent OOH, located on slideshare, outlines some of the opportunities available and associated case studies.
Mobile Insights- Beck’s Vier Mobile Interaction Campaign Campaign Details Posterscope, Admedia and Vizeum ran a mobile interactive campaign for Beck’s Vier late in 2012. The campaign was designed to offer bar, pub & club visitors the chance to download free music tracks via QR codes, NFC or mobile search whilst also championing the Beck’s Vier strategy in supporting up and coming artists. The campaign featured on A3 washroom panels and branded beermats throughout over 500 Admedia socialising venues in London, Manchester, Leeds & Newcastle. The A3 washroom posters & branded beermats used QR & NFC technology provided by Admedia’s ‘Connections’ brand and a search option provided by Inbev. The NFC/QR code technology included full response tracking and linked directly to a Becks Viermicrosite that offered consumers the chance to choose one of 3 tracks. Every A3 poster was NFC enabled, along with a media first of 25,000 NFC beermats. The NFC beermats were distributed around East London bars and pubs, an area identified as having a high concentration of the target audience. The campaign was accompanied by an awareness and interaction research study designed to delve deeper into the response habits of consumers who interacted and to gain insight into how best to incorporate technology into future OOH campaigns.Campaign Interactions The campaign achieved over 5,100 interactions in total and resulted in the highest proportion of NFC responses in the OOH market so far with 46% of consumers using this method to respond. NFC was also rated as the favourite/most-preferred response method for speed, convenience and ease of use. The campaign achieved a fantastic 25% conversion rate in consumers going on to download the track. Analysing Mobile Interactions by Time/Day of Week Mobile interactions were also analysed by day of week and time of day which delivered interesting insights for future OOH planning. As expected, interactions increased throughout the week peaking on a Saturday, however Sundays also achieved a very high level of response demonstrating this is a day when families and friends are relaxing in the pub environment. Similarly, as expected over half (53%) of interactions took place in the evening but a surprisingly high proportion (28%) were performed by the lunchtime market. Such insight could create opportunities for time specific messaging on microsites.Mobile Interaction Effect on Brand Metrics Consumer research also told us that by including innovative technology and a great offer within the campaign, there was a more positive response to the Beck’s Vier brand as a result. The campaign increased overall Beck’s Vier brand equity by 17% pts, but performed particularly well in the important areas of “helping me discover new music”, “a brand into art and music” as well as “innovative”, “trendsetting” and “progressive” equity measures.Mobile interaction also led to increased purchase propensity with 51% consumers saying it would make them more likely to purchase a Becks Vier in a pub/bar as well as 32% more likely to purchase it in a supermarket/off license. Overall this campaign really proves that combining new technology, a great brand, and the right environment will lead to an extremely positive brand experience.
The Posterscope View: How OOH will evolve in 2013We always like to share our perspective on how the world of OOH is evolving out there, changing our thinking and opening up new opportunities for our advertisers, so we have looked at some of the key themes which we think will play out in the OOH ecosystem over the year ahead. We look at audience growth and how very soon we’ll be able to capture and quantify its movement in a more sophisticated way than ever before, we delve deeper into how the increasingly connected population is engaging and interacting with our medium thanks to a whole host of exciting technologies, propelling OOH towards a real-time future, and we explore the growing value of more immersive brand experiences for consumers whilst out and about. The report can be found on slideshare: http://www.slideshare.net/Posterscope/posterscope-predictions-v5
Summer Media DigestIn August, we produced the latest edition of Posterscope’s ‘Media Digest’ with in-depth analysis of the market, including a broad economic review and forecast, and featuring key learnings from a wide range of recent interactive and brand-building campaigns. We cover all you need to know about the latest edition of our insight tool, Out-of-Home Consumer Survey 5, as well as how our partnership with Sysomos can benefit the social side of campaigns. Moreover, we deep-dive into mobile insights and provide a glimpse into the latest tools and projects recently launched by our media partners, and much more.http://www.slideshare.net/Posterscope/posterscope-media-digest-summer-2013
VirtuoCity is a driving simulation where research respondents watch video footage that follows a car driving through the suburbs and into the town centre. Specialist laptops measure respondents eye-tracking and then recall studies identify the memorability of different OOH advertising variables within the Virtual City. To arrange a presentation, please call your Posterscope team.“Love Posterscope/JCDecaux paper proving some long held beliefs about size, orientation, frequency and animation value in OOH” Kristin Bayliss, Universal McCann“One of the coolest presentations I’ve ever seen. It’s like grand theft auto of the OOH planning world” MediatelVoted Best Research Paper at 2012 MRG ConferenceRead more here:http://www.research-live.com/comment/tech-and-the-virtuocity/4009617.article
Geography of Time (GoT) is a two part research project. A (quantative) survey of 3,500 respondents from 5 major GB conurbations to gain insight into city life. Secondly, a PDA diary which recorded 1,200 diary days of consumers’ activities. The PDA diary is similar to Touchpoints and analysing the two data sources creates some interesting insight. Also the data from both surveys support each other, adding confidence in the results. The time element of the survey (the PDA diary) was launched at the recent trojectory conference hosted by the IPA.
With the aim of understanding our clients’ search and social strategies, to make OOH work harder, to create innovative solutions and more convergent campaigns”
Sysomos OOH Social AnalysisThe explosion in social media usage over recent years has been paralleled by an explosion in data. ‘Big data’ is the latest phenomenon to influence how agencies strategise their media activity as the vast amount of information provides valuable consumer insights. At Posterscope, we are mining these data sources to create accurate and real-time evaluations about the demographics, geographies and attitudes of our clients’ consumers in order to plan campaigns in a more efficient and intelligent manner. Sysomos gives Posterscope the ability to analyse and understand all social media conversations. It delivers insight and intelligence around Twitter, news articles and Facebook. It is predominately used for producing geographic, demographic and popularity ratings for tweets and we use it to understand the digital footprint of our clients’ OOH campaigns. The below examples show how Sysomos is used to demonstrate the effectiveness of OOH in creating talkability on social media sites. Adidas: #takethestageDuring the London Olympics, Adidas ran a campaign named ‘Take the Stage’. Initially 43% of tweets using this hashtag were in London, but when Adidas ran a London only OOH campaign for a week the proportion of tweets in London increased to 70% providing quantitative evidence of OOH activity influencing social media.Fanta: “Peach & Apricot”: NPD Launch In March and April 2013, Fanta ran OOH activity (Bus T-Sides and 6 sheets) to promote its new ‘Peach & Apricot’ flavour. As a NPD, talkability and word of mouth were important to its success. Utilising Sysomos to analyse mentions of ‘Fanta’ AND ‘peach’ or ‘apricot’, we identified how the OOH activity coincided exactly with Twitter conversations - proving OOH’s effectiveness at driving word of mouth.Vanilla Coke Re-launch In April 2013, Coca-Cola also ran OOH activity on Bus T-Sides to promote the re-launch of Vanilla Coke. As a re-launch, talkability and word of mouth were very important to the success of the campaign. Utilising Sysomos to analyse mentions of ‘Vanilla Coke’, we identified how the OOH activity generated thousands of Twitter conversations - proving OOH’s effectiveness at driving talkability.
Outdoor Works event planned by OMC and Marketing WeekMarketing Week is partnering with the Outdoor Media Centre (OMC) to create a conference that will champion best practice and creativity using the out of home medium.Outdoor Works takes place on 18 September and other partners involved include outdoor specialists. It takes as its over-arching theme “The Power Of 5” - this refers to the five key benefits of outdoor, according to the OMC, which are that it: Connects, Influences, Activates, Amplifies and Inspires.The event will feature marketers presenting on how outdoor has helped their brands engage with audiences and boost revenue ,while experts from the industry will highlight how new technology is making the medium both more creative and accountable.In support of the event, Marketing Week has created a bespoke web page. While attendance to OutdoorWorks is invite-only, you can register to receive coverage and exclusive insights from the day.Mike Baker, CEO at OMC, says of the initiative: “Marketing Week gives us direct access to more than 30,000 decision making advertising clients and provides an authoritative channel to influence their thinking.”
First in-depth investigation into on-train traveller activity shows exceptional ad engagementRecently there has been a significant increase in traincard campaigns from major brands specifically encouraging on-train smartphone interaction using prompts on the creative execution. Examples include Halifax, promoting its Homefinder app, where traincards drove a very good response rate. The Daily Telegraph ran a campaign promoting a free 30-day trial (through a website address) for its mobile apps; while the charity Sense invited commuters to text to donate £3 to buy a sensory toy for a deaf-blind child.KBH On-Train Media recently carried out an indepth research project to learn more about how advertisers can leverage the connected behaviour of rail travellers, driven by the continuing and dramatic increase in smartphone ownership, to open up further engagement opportunities.Conducted in conjunction with Dipsticks and interviewing 600 regular rail travellers in London and the South East, the project delved into all aspects of train traveller activity and has highlighted the existence of a new train advertising audience, the ‘in-touch train traveller’.Smartphones and tablets now allow travellers to ‘get ahead of themselves’ and use the train carriage as an extension of their office or living-room, clearing e-mails on the way into work or planning the evening ahead. Modern commuters are using their connected devices while on the train to stay linked to the outside world, whether browsing the internet, emailing/messaging, interacting with social media or indeed viewing and responding to all types of advertising while on their journey.89% of the people questioned own a smartphone and 85% of all respondents use a smartphone while travelling by train. 42% own a tablet and 23% use a tablet when travelling by train. In contrast while 86% own a laptop, only 21% use a laptop on the train, since it’s the convenience of the smaller connected devices as well as their connectivity that give them their train traveller-friendly appeal.In addition, in-touch travellers notice and respond to advertising on trains. 36% have acted upon or been influenced by an ad they saw on the train while 48% would search online for a brand or product that they think they might like if they saw it advertised on a train. And 40% believe advertising should be interactive. For advertisers, including further prompts for engagement on a train ad poster is pushing on an open door. Of those who have acted on an on-train ad prompt, 45% did so while still on the train. This shows the effectiveness of the connected device / train ad combination to drive immediate action.Increasingly, commuters are already engaging with developing connected device technologies in their responses to on-train advertising. 48% have done an internet search on the advertised product to find out more; 43 % visited the website of the advertised company; 17% texted the number or scanned the QR code and 13% bought the advertised brand.With connected device technology improving and extending all the time, there will soon be scope for every brand sector to reach and engage with these key rail audiences in that invaluable period of time when they’re responsive to smart, targeted, interactive advertising.For more information visit www.kbhontrainmedia.co.uk
Clear Channel UK launches 'Project X'Following Clear Channel’s hiring of Errol Baran as managing director of Project X earlier this month, the outdoor media owner has revealed further details of the initiative, which is set to launch this autumn.Project X will include five initial landmark sites, each comprising a unique architectural design and high specification digital display, including Chiswick Towers, Coventry House at London's Piccadilly Circus, and Brentham Power Station.The offering will also include two new sites, one each in north and west London.Further key appointments to the Project X team, which will be based at new offices in central London, include Clear Channel’s initiatives and international director, Darren McKay, who becomes the sales director at Project X, and James Marden, previously an account manager, as the trading manager.Baran said each Project X site would be "architecturally designed and different to anything else in the market".The initiative, which has been running as a pilot at Chiswick Towers since the site's launch at the start of April, aims to bring a more flexible approach to out-of-home versus the historical two-week campaigns and shared 30-second slots.
Commuters challenged to 'guess the brand' in CBS Outdoor campaignLondon’s underground network turns 150 this year, and to mark the occasion it is today (24 July) unveiling a citywide game that asks commuters to ‘guess the brand’ based on fragments of ads plus campaign straplines. The game developed by CBS Outdoor comes in two parts and challenges commuters to guess which notable 150 brands have advertised on London’s Underground network with one poster displaying obscure product images, and another poster offering strapline-based clues. The posters will run across 78 major London Underground stations with participants that correctly guess all 150 brands able to enter a draw to win one year’s free travel on the network. The campaign kicked off on the 24th and participants have until the25thAugust to submit their answers via the 150brands.co.uk website.
Birmingham set for free city-centre Wi-Fi after deal with Virgin Media BusinessFree public Wi-Fi across Birmingham city centre is set to launch following a deal between Birmingham City Council and Virgin Media Business. A roll-out of the service will begin in September after the city's wireless concession was awarded to Virgin Media Business. Victoria Square, New Street, High Street, St Philip's Cathedral, Moor Street and the plaza in front of the new library of Birmingham will be among the first areas to benefit. The wireless connection is expected to be strong enough to support video streaming and online gaming, while Virgin Media Business will offer access to 'small cells' base stations for mobile operators in the city, which allows them to target specific areas for increased mobile coverage. Trials for the small cell technology will begin next year. The move forms part of the government's wider Super Connected Cities strategy to boost online connectivity.
MediaCo launches new Mancunian Way/Princess Road site
Limited Space secures significant investment from Integrated Signage SolutionsLimited Space, a provider of Out-Of-Home media in the UK shopping mall environment, has secured a significant investment from and agreed a broader strategic cooperation with Integrated Signage Solutions (ISS). The transaction will allow Limited Space to expand the company’s offering in the UK and overseas markets and give LSL access to new interactive technologies. Under the terms of the arrangement, Limited Space will be working closely with ISS to develop a new screen network offering designed to provide advertisers the opportunity to buy prime media space exclusively, both on their static and new digital development portfolio of screens, showcasing the physical product alongside interactive and traditional advertising displays to bring the brand to life. ISS supplies the retail and outdoor space with digital screen technology.
UK launches advertising on iconic new bus for LondonOne of London’s most iconic vehicles, the Routemaster bus, has received a makeover, making it a moving attraction in the heart of London. In June, 38 of the new buses hit the streets of London and by Q4, a total of 80 illuminated Routemaster buses will be in service across two major routes in London. Due to their impactful size and towering height, the advertising space available on the buses, which can be occupied by a single advertiser, will be impossible to miss by passersby. Additionally, they will soon illuminated to increase standout.
The Art of Outdoor Digital Competition Opens for EntriesOcean Outdoor and Brand Republic, have launched their annual competition to discover the best creative work in DOOH advertising, including full motion, subtle motion and interactivity. Brands and agengies have been invited to submit their entries with the opportunity to win a share of a £275,000 prize pot and a chance for their work to be showcased on Ocean’s iconic DOOH locations. The competition is free to enter and is open until the 30th August, with the winners being announced at an awards ceremony at the IMAX in October. This year there are two categories to enter, promoting DOOH techniques and encouraging interactivity.
Face detection technology promises convergence of outdoor with online advertising Outdoor advertising screen network Amscreen is to use face detection technology to tell advertisers exactly who is seeing their outdoor ads. The company says the development represents the convergence of outdoor with online and will revolutionise the advertising industry.Cameras installed in the display screens will be used to tell the gender, age, date, time and number of viewers, using Quidivi-based face tracking data. That information is then combined with data including EPOS information and footfall data to inform brands whether they are reaching the right audience.
How technology is reshaping the way out-of-home engages consumersAntony Ceravolo, CEO and founder of ECNlive, featured in a MediaTel article discussing how the digitisaliation of OOH and the arrival of new technology – internet connectivity, real-time content, cloud based distribution software, cutting edge display and digital office communications – is helping to reshape how the world’s oldest medium has traditionally engaged with the audiences into a new hybrid medium.
CBS Outdoor sold to Platinum Equity for $225mCBS Outdoor has been sold to private equity group, Platinum Equity, for $225m after it revealed its plans to sell its international outdoor arm earlier this year. CBS Outdoor International, one of the largest OOH media billboard businesses in Europe, has the ad contracts for the London Underground and Westfield London and Stratford City shopping malls. The deal includes all of CBS Outdoor activities in the UK as well as 13 other markets in Europe and China. Platinum Equity described the merger as complex and required real collaboration between buyer and seller with a strong emphasis on quality execution. CBS Corporation president and CEO Leslie Moonves said the move marks a “key strategic milestone” for CBS.
Piccadilly Lights to offer new digital screen to brandsA new 10mm pixel display LED screen will be positioned above the Boots and Barclays premises and aims to take advantage of the increased pedestrian areas since the closure of Glasshouse Street to traffic.The project, managed by MT2 Limited, will start in August with the screen due to be operational by December. During the redevelopment, the strip screen known as Piccadilly Lite, will be removed, as will the balcony which it currently sits on. This follows on from Coca Cola and Samsung who renovated their screens for the Olympics.
Vibrating Train Windows Will Soon Transmit Ads Directly Into Your SkullBBDO Düsseldorf has developed a special window for public transportation that uses a transmitter to silently release high-frequency oscillations that your brain will convert into sound. This technology could be used beyond advertising: e.g. music, entertainment, transport information, weather, etc. The same sound transmission technology has been used in some headphones and hearing aids.
Clear Channel study: DOOH wastage runs to $2.3BCampaigns that fail to utilise the unique features offered by the digital OOH medium represent a lost opportunity to the global advertising sector valued at up to $2.3 billion a year, according to a newly released study from Clear Channel Outdoor. The company is warning that three out of four campaigns run on digital screens are not using digital features and capabilities to their full potential, with advertisers losing potential revenue as a result. The study was conducted in Belgium in April 2012 and in France in September 2012 with consumers in shopping mall and rail station environments. In addition to the insight, thestudy also identifies five ways in which digital creative content can unlock the full and unique potential of digital out-of-home advertising.
Public choose works for world’s biggest exhibition showcasing great British art on poster sites across the UKThe UK will become the world’s largest art gallery when a unique exhibition, Art Everywhere, will transform thousands of poster sites and billboards into iconic artworks from the national collection, to be launched on 8 August 2013.Art Everywhere is a collaborative project between Richard Reed, co-founder of Innocent Drinks, the Art Fund, Tate, and the poster industry. The public are invited to help curate the exhibitionby selecting their favourite British artworks from a shortlist published from 24 June 2013 on arteverywhere.org.uk. For one week they can choose their favourite works by ‘liking’ them and sharing them through Facebook. Reproductions of the most popular works – the top 50 - will be shown in the exhibition on billboard sites across the country for two weeks from 10th – 25th August.Members of the public can also become patrons of the exhibition through a ‘crowdfunding’ initiative accessed through the project website. Donations of £3 will buy the paper and printing for one poster site and higher-level donations of £15 or more will be able to choose limited edition rewards by British artist Bob and Roberta Smith.The project is supported by many leading artists including Damien Hirst.Richard Reed, co-founder of Innocent Drinks initiated the idea for Art Everywhere. His passion for the arts led to the idea of having a public celebration across Britain. Working with Posterscope and Vizeum, the poster industry has donated the thousands of sites; media owners involved include Clearchannel, CBS Outdoor and JC Decaux..
MediaCo to launch real-time, interactive outdoor network CityLive MediaCo Outdoor is preparing to launch an interactive network of 20 digital touchscreens with Manchester City Council called CityLive.Located in and around major pedestrian areas of Manchester city centre including Piccadilly Gardens, Market Street and New Cathedral Street, CityLive claims to be "a world first", with each portrait orientated, state-of-the-art screen offering brand advertising with full motion capabilities, built-in NFC, facial recognition software, HD camera, dynamic audio, RSS feed/weather widgets and city interactive wayfinding. This is the first time that all technology available on the market relevant to outdoor has been brought together in one place, in one screen.The CityLive management system will also include real-time audience optimisation software that will allow automated real-time media scheduling.It’s through this advancement in proprietary data, systems and a new trading and pricing model from MediaCo Outdoor, aimed to incentivise advertisers and creative agencies to develop interactive campaigns of any duration, that MediaCo Outdoor demonstrates its commitment to a more dynamic trading system for OOH.CityLive will be fully operational by the start of Autumn 2013 and will reach over 2.3 million adult impacts per week across the streets of Manchester.
Researching Peugeot Euston Motion Campaign Using Mobile Geo-Fencing Peugeot launched their new Peugeot RCZ model in March 2013. As part of the launch, Peugeot utilised “Euston Motion”, which is comprised of 9 full-motion, interlinked digital screens that surround consumers on three sides of the Euston Station concourse. Research agency, Research Now, sent a mobile questionnaire to the test group’s smartphones when they entered the “geo-fenced” area around Euston station. All the test group were required to have used Euston station at least 3 times a week, whilst the control group must have used another London termini station at least 3 times a week but not Euston. The results showedthat the test group’s scores across all brand metrics were significantly higher than the control group’s. For more information and results of this case study please contact Russell Smither at Russell.Smither@posterscope.com or Chris Felton at Chris.Felton@JCDecaux.co.uk
JCDecaux- Waterloo MotionThe Waterloo Motion is a 40-metre long digital screen that will dominate the concourse at Waterloo Station. It is currentlybeing tested in Kent, due for release later this year.
Transcript of "The Real World July 2013"
The Real World
July 2013 Update
Welcome to The Real World, Posterscope‟s out-of-home
media landscape document that captures the highlights of
the year, focuses on current areas of interest, and talks
about what‟s coming up.
The presentation is updated every month although not all the
content will change, for example, OOH revenue figures are
released on a quarterly basis. The main areas updated
monthly are „who‟s buying‟, „stuff we like‟ and „what‟s coming
up‟. The remainder of the document is updated as and when
36% increase in live concert goers
Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
Free time activities nowadays
Visit theatre/music concerts
Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
Days out/visits to places
Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
Visits to theatres
Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
Eat out at restaurants
+21% Source: DCMS, Taking Part Survey, 2013 (2012/13 v 2007/8)Visit museums/galleries
Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
Go to a cinema
8/8/2013Source: National Travel Survey 2010 comparing
Average distance travelled 1995/97 and 2010
London bus +90%
in the UK in
92% of the
new pubs &
in UK since
The future is bright
Source: OMC/Posterscope estimates
New insights/additions include.....
Shopping behavioursMobile internet use
Social networking TV viewing platforms
heavy mobile web users are 65% more
likely to visit a price comparison site after
seeing an OOH advertisement
of all adults have searched online after
seeing an advertisement
Men regularly purchasing products with
their smart phone indexes at...
OCS5 tells us which products are bought on impulse
and what triggers these spontaneous purchases
Base: GB 15-75 years old who have ever bought ANY product category spontaneously = 41.9m (6,178 )
Bought spontaneously = “Purchase product and brand completely on impulse” OR “Spontaneous decide to purchase product when
out/shopping, but need to decide which brand & where” OR “Plan to purchase product, but not decided which brand before go out shopping”
Source: OCS5 Brand Study
OOH Adverts seen
OOH Adverts on
the way to shops
OOH Adverts outside
Adverts inside the
The Journey To The Shop
Just want it
Data Insight Innovation
Audience Audience Audience Audience
Revolution not Evolution
Route in numbers
1,600 towns covering the whole country
28,000 respondent sample
360,000 sites in the first release
3.5m pathways mapped
160 million records in the data set
Audience Over 250 questions
Exposure to other media
Internet and technology
Etc, etc, etc
Geography 12 Barb areas
Bespoke post codes
Area where the audience live
Area where you wish to advertise
Dynamic Frames Approach velocity and time in view
Eye-tracking factor for dynamic images
Account for % of display time
Impacts vary by time of day – depending
on real measured speeds
Impacts vary by share of display time
Route – key components
Tube / rail stations
Retail malls and Shopping precincts
Work with any format, combination or location
Day-parts Eight day-parts
Morning peak, day time, afternoon, evening
Location and attributes Specify distance between ads
Select frames within a defined radius
Select in proximity to points of interest
Show selection on maps
See on street view
Filter by required characteristics
Route – key components
Illumination Factors for all forms of illumination
Roadside and bus
Accounts for secondary light sources
Reflects time of year
Route – the benefits
Greater Accountability – Coverage & frequency on combined OOH campaigns
Constructed to be future proof for new environments
Is the catalyst for the industry to behave in a very different way
As a Route stakeholder it allows us to take the raw data
and fuse it with our own data, learnings and assets.
For our opinion on Route go to www.pioneeringooh.com
UK leads global digital market
86 media owners
49 environments (20% unique to digital)
(excludes Piccadilly Circus & SkyPub/Setanta)
Delivers, on average, 342 Million net impacts per typical 2 week
c. 8% share of digital screens Worldwide
hospital ante-natal units
bars, pubs & clubs
petrol station shops
digital advans & trucks
thomson travel agents
bp petrol stations
concerts & events
Est. revenue by category
roadside & city centre
health, beauty and fitness
75% revenue from transport, city
centre and roadside formats
of all UK
44%of impacts are delivered
outside of London
We live in a real world where...
New technologies are
fierce, choice is
Data is the new raw
People are on the
move and expect to
Media is not only
bought but earned
The pace of change is
faster than ever
markets converge or
OOH must be
thrive in that
We’re re-defining Out-of-Home
as a new ecosystem; inter-connected and inter-dependent
Retail media &
people globally access Facebook via mobile
Source: Techcrunch, July 2012
users access the
Internet on their
Source: Google Insight
of all Twitter users would tweet after
seeing a funny poster
Source: OCS5 (February 2013)
of British smartphone owners have used
their phone when they are out shopping
to check prices, look for offers or use
Source: The Cloud
The UK smartphone
What they do and how they
do it in different places
How they connect interact
What they buy and how
they buy it
The content they consume
and how they consume it
“Understand our clients’ search and social strategies, to make
OOH work harder, to create innovative solutions and more
Social strategy campaign timeline
Pre - Live your brand through social
media and plan a campaign using new
During - Monitor a campaign‟s success in
Post - Judge the success of a campaign
Quantative Measurement e.g.
Twitter followers / mentions / reach
Facebook likes / fans/Comments
Average Engagement Rate
YouTube Views / subscribers
Search and Social strategy
Understand how to measure attribution for OOH.
Discover if econometrics has been used.
Search and website traffic can provide insights for planning
campaigns: Insights around regionality, keywords, demographics.
Proving OOH drives (mobile) search.
Building relationships with search teams is integral. They need to
know about OOH activity and to ensure strategies are aligned.
Creative optimisation can be done to ensure maximum
effectiveness, e.g. Linking search terms / unique OOH search term.
Search and Social strategy