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 £84m in 2012: 9.5% growth - Back up to historic spending highs6th consecutive quarter of growthDigital up 42% year on yearThe Outdoor Media Centre today announces that outdoor revenues grew 9.5% year on year in 2012, to £970.1m for the full year 2012 (full year 2011 was £886.3m). Quarter 4 rose 1% to £258.8m (£256.4m in 2011). This brings outdoor right back to its historic highs in 2006-7.The standout quarter of the 2012 calendar year was Quarter 3, with 25% growth year on year helped by the London 2012 Olympic and Paralympic Games, but every single quarter showed outdoor expenditure growth. Altogether an extra £84m was spent in outdoor than in the previous year. All major environments (transport, roadside, retail and leisure) benefitted from significantly higher spend year on year.In Q4, revenues in the digital sector grew to £56m, the highest quarter ever, as advertisers found new ways to use digital advertising, and media owners continued to invest, transforming sites in the best locations to digital. Digital made up 21.6% of the total revenue in Q4, another record share. For the full year 2012, the average share for digital as a percentage of outdoor expenditure was 19%. The total expenditure on digital for the year was £181.7m, up 42% year on year.“It’s a vote of confidence in the medium by advertisers. The incremental spend was driven both by a higher client count and by higher average investment. There was a real high from the Olympics and Paralympics. But just as satisfyingly, there has been steady growth in the other quarters too, making six quarters of continuous growth in total,” says OMC’s chief executive Mike Baker. “Planners like the medium because it delivers a quality urban audience in what we call the active space - just the right locations for advertisers to intercept consumers with a branded visual message. And digital has again been a major driver of what advertisers can do in the medium, adding creativity, convergence and flexibility to their communications.”
Over the last decade we have seen the medium transformed by a surge in digital OOH, innovation and creativity alongside the consolidation of media owners and a continuous stream of investment. This rapid evolution has kept the OOH landscape fresh, new and exciting thus resulting in growth that surpasses all other media with the exception of digital.
OOH is also one of the only media that continues to see audiences grow year after year as we spend more time out of our homes and do different things with our time. The Taking Part survey has run since 2005 and is the key evidence source for DCMS (The Department for Culture, Media and Sport). It is a continuous face to face household survey of adults aged 16 and over in England and children aged 5-15 years old. This latest releases presents rolling estimates incorporating data from the fourth quarter of year seven of the survey.The figures detail increase in 2011/12 versus 2006/2007
Days out or visits to places (68.3% in 2011/12 versus 58.4% in 2006/2007)
Visits to theatre (46.0% in 2011/12 versus 37.5% in 2006/2007)
Eat out at restaurants (73.5% in 2011/12 versus 61.8% in 2006/2007)
Visit museums/galleries (37.2% in 2011/12 versus 27.2% in 2006/2007)
Play sport/exercise(55.4% in 2011/12 versus 50.1% in 2006/2007)
Go to a cinema (53.8% in 2011/12 versus 42.3% in 2006)
Between 1995/97 and 2010, the average distance travelled by bus in London has nearly doubled (+90%) to 81 miles per person per year, while the average distance travelled by other local buses is now similar to its 1995/97 level at 226 miles per person per year. Rail travel (surface rail and London underground) accounted for 9% of all distance travelled in 2010. The average number of trips and distance travelled by surface rail has increased overall between 1995/97 and 2010, by 61% and 58% respectively. The latest year shows a rise in surface rail travel, reversing the downward trend of recent years. Trips by London underground increased by 12% between 1995/97 and 2010, while the average distance travelled has increased by 23%.
And the environment is changing to meet our demands.......more pubs, more gyms, coffee shops etc....Overlay this with the fact that the world is now surrounded with technology and emerging new medias, it is plain to see that the last 50 years has seen an incredible amount of change. As a result OOH has had to evolve and adapt to stay alive and it is the sheer fact that OOH is stitched into the very fabric of our world that has allowed the medium to quickly embrace this transition in offering increased opportunities and ways to talk to these audiences.....Today OOH is reacting to the surge in technologies by providing a perfect partnership to leverage multimedia conversations.
The Outdoor Media Centre today announces that outdoor revenues grew 9.5% year on year in 2012, to £970.1m for the full year 2012 (full year 2011 was £886.3m).
Now in its 4th generation....which includes the following additions...The e.diary- Active purchasing each half hour. They also ask the respondent to tell themhow much they have spent if they have bought something. This allows them to find out more about purchasing behaviour in general. Where people are when they are buying – how much of it happens online or when they are out and about. Whether major purchases at the point of sale are made when people are with others or when they are alone. And of course to enable them to understand respondent’s media consumption just prior to actual purchase. -At the end of the half hour e.diary questions a screen of 12 emoticons have been added which respondents are asked to click on to reflect their mood state. The Self Completion Questionnaire: - More questions have been added on social networking and use of social media. - The technology section has been revised to reflect the ever changing technology market and questions about use of tablets and e books have been introduced.-In the television section respondents are asked about the platforms they use to watch content including ipads, internet connected televisions and 3D TV sets. -There are also new questions relating to product placement on television for the first time. And the VOD questions have been completely revised and expanded. - For radio respondents are now asked about radio listening via an app with frequency levels. -For newspapers and magazines respondents are now asked about readership via electronic devices for the first time, by title. - The outdoor section has been revised to include more questions about digital screens. - The gaming section has more questions relating to games played on the internet rather than just hand held devices. - The internet section has been radically revised and now includes many more frequency questions in terms of both sites used, activities on the internet and location of use.
Through to Posterscope’s proprietary consumer survey OCS is the UK’s only OOH consumer survey, based on a representative sample size of 11,000 adults, it focuses on their OOH activities, their attitudes towards and opinions of advertising in different environments, and most importantly their typical moods and mindsets in different environments. Available audiences include all the standard demographic groups plus detailed audience segmentation (matching client specific audiences), category enthusiasts, WOM influentials and social and mobile audiences. Typical areas of analysis include weight of media consumption, travel behaviour, thoughts when travelling, OOH environmental effectiveness, OOH formats noticed, intention to purchase, actions taken in response to OOH advertising, etc.
The new OCS5 Survey asks consumers what product categories they plan to purchase and which they buy more on impulse. It then delves deeper into the triggers for each product category as to what the key drivers of impulse purchases are ... Giving us a greater understanding of the decision making process across a wide range of categories So for example ...Pay Day is a key trigger for impulse purchases particularly in the categories of fashion and entertainmentMood is more important for impulse purchases for confectionary/snacksAnd Peer pressure/recommendations play a key role in impulse decisions when going to the cinema/theatreThis new OCS insight can also help planners be more defined with their target audiences for any given brief.So for example a confectionary brief might wish to target 15-34 who buy confectionary as a pick me up ....So using the new OCS Insight we can be far more defined when creating our target audiences to plan buyi.e. 15-34, regular confectionary purchasers, who purchase confectionary on impulse AND their mood is a key driver of this impulse purchase
http://www.youtube.com/watch?v=ii2xy9VaDA4To even being able to measure real-time sentiment.As part of the Olympic celebrations, EDF created a spectacular nightly lightshow on the London Eye, based on the mood of the nation. An algorithm tracked all positive and negative Olympic tweets from the 10 million UK users to give a positivity percentage, which is translated into illumination on the London icon. Visitors could participate in this interactive campaign through digital and social media activity.
And the real-time city is now real! The digital revolution has layered a vast system of cameras, communication devices, microcontrollers and sensors over our environment, enabling entirely new ways to imagine, monitor, and understand our cities. These systems have a value that goes beyond their original purpose: the digital exhaust of cellular networks reveals social and economic patterns, tracking systems highlight global material flows, and digitally managed transportation fleets address a city's mobility. Taken together, the impact of digital networks on cities will be as significant as any past human undertaking.LIVE Singapore!, an ongoing initiative by the SENSEable City Lab at MIT, closes the feedback loop between people moving in the city and the digital data generated by their actions. The project's platform allows for the collection and combination of multiple data streams and provides access to data through dynamic visualizations that offer new insights into Singapore's urban dynamics.LIVE Singapore! provides people with access to a range of useful real-time information about their city by developing an open platform for the collection, elaboration and distribution of real-time data that reflect urban activity. Giving people visual and tangible access to real-time information about their city enables them to take their decisions more in sync with their environment, with what is actually happening around them.Check out the video. http://www.youtube.com/watch?v=2aEPkyOBtRo
And of course we have Route, the OOH industry’s audience measurement system.Route, which launched on February 26, replacing Postar, is OOH’s revolutionary new audience measurement system enabling greater targeting across more environments than ever before. It incorporates the latest measurement technology and covers all major formats – delivering an industry currency which will allow OOH to be truly accountable in this increasingly multi-media, multi-platform world.
The next two charts demonstrate how advanced the new Route system is compared to the old Postar system. From the audiences that can be measured, the scale of geographic locations, the measurement of dynamic frames and the diversity of formats and environments through to day-parts included, illumination facts and formats and location and attributes.
For our point of view....visit Slideshare on www.Pioneeringooh.com
‘Who’s Selling’ briefly talks about the OOH media owners and their plant.
There was a major shake up amongst the media owners in 2009 when Titan Outdoor fell into administration and their plant was taken over by JCDecaux (rail and POS) and Primesight (large format roadside) altering the sales dynamics of the medium. Since then SOV has remained relatively static.
With change came a renewed sense of focus and media owners are continuing to enhance the overall OOH proposition by reviewing their sales portfolio. Previously, when one media owner would relinquish a site/piece of land, another would quickly buy it up and erect a panel. Today this is not the case as media owners are collectively working to improve the quality of their plant with massive investment into existing sites and also into the development of high quality digital investments.
‘Who’s buying’ provides an overview of who is spending what, where, when and why.
January- March 2013 Sector 2013 2012 %difference Entertainment and media £42.0m £39.9m 5.18%Technology £28.3m £26.9m 5.33%Automotive £19.0m £8.4m 126.00%Retail £17.3m £18.3m -5.22%FMCG £15.3m £22.1m -30.46% Finance £15.3m £14.0m 9.33%Travel £14.0m £12.2m 14.40%Government & Utilities £5.7m £5.7m -0.34%Toiletries/Cosmetics £5.4m £7.5m -27.69%Pharmaceutical £5.2m £4.4m 18.00%Other £3.8m £4.4m -13.54%Overall market £171.3m £163.7m 4.63%Overall the market is up 4.63%... Entertainment and Media: This is the largest spending category with £42m (and represents 24.52% of total OOH spend). The category is up 5.18% YOY. Twentieth Century Fox are the number 1 spender within this category, with a spend of £4.42m and a SOV of 10.52%. They have increased YOY spend by 127.34%. Vodafone come in at 2nd place with a spend of £4.12m and 9.82% SOV. BSkyB were in 3rd place with 8.10% SOV and spend of £3.40m (up 3066642.02% YOY). News International Newspapers were in 4th place, with SOV of 5.69% and a YOY increase of 397.48%. Warner Bros. Pictures were in 5th place with a spend of £1.71m and with a SOV of 4.07%. Technology: The overall category spend was £28.3m, representing an increase of 5.33% from 2012. The top company was Lycamobile, spending £5.61m, increasing spend YOY by a massive 3907.55%, and giving them 19.80% SOV. BSkyB were in 2nd place, with a spend of £4.86m, decreasing YOY spend by 48.00% (and 17.13% SOV). Virgin Media were in 3rd place with 7.86% SOV and spend of £2.23m. Sony Ericsson Mobile Communications took 4th place, with a spend of £1.77m and 6.26% SOV. Research in Motion was in 5th place, spending £1.63m, which represented a YOY increase of 248.99% and 5.75% SOV. Motors: The motors category increased YOY overall by 126.00%, spending £19.0m, and coming in 3rd overall. Ford took 1st place in this category; spending £2.35m and gaining 12.38% SOV (representing an increased spend of 796.14% YOY). Land Rover took 2nd place, spending £2.19m and taking 11.56% SOV which was an incredible increase of 193875.34% YOY. Mercedes Benz were in 3rd place with a spend of £2.12m, taking 11.17% SOV. Skoda was in 4thplace with £1.81m with a SOV of 9.52% and increasing spend by 277.85% YOY. In 5th position was Fiat (SOV 6.42%), with a spend of £1.22m reflecting an increase of 66.95% YOY. Retail: The 4th biggest spending category, retail, had an overall spend of £17.3m, which represented a YOY decrease of 5.22%. KFC took the top spot, the coming in 1st place with a spend of £2.68m and SOV of 15.46% (down 28.77% YOY). McDonald’s came in 2nd place with £2.41m and SOV 13.92% (down 25.58% YOY). Tesco were in 3rd place with a spend of £1.69m, (SOV of 9.75%) an increase of 38.06% YOY. Subway came 4th spending £1.25m (SOV 7.21%, a YOY increase of 74.95%) and Asda was in 5th spending £1.25m (7.21% SOV), an increase of 84.66% YOY.FMCG: This sector was down YOY by 30.46%. Nestle took the top spot with £1.51m spend, which was down 52.94% from last year and with a SOV of 9.87%. Molson Coors UK were in 2nd place with £1.42m, up 143.42% from 2012 (a SOV of 9.26%). Unilever UK Foods came in 3rd with a spend of £1.18m, 7.69% SOV and a massive YOY increase of 1059.72%. Arla Foods took 4th place with a spend of £1.11m (7.25% SOV), and Coca-Cola had 6.64% SOV which represented spend of £1.02m.Finance: The 6th biggest spending category, retail, had an overall spend of £15.3m, which represented a YOY increase of 9.33%. Lloyds TSB took the top spot, the coming in 1st place with a spend of £2.69m and SOV of 17.64% (up 50.85% YOY). Santander came in 2nd place with £2.22m and SOV 14.57%. Aviva were in 3rd place with a spend of £1.29m and SOV 8.43%. Halifax came 4th spending £1.10m (SOV 7.22%, a YOY increase of 51.64%) and Post Office was in 5th spending £1.05m (SOV 6.86%) having not spent in OOH in 2012. Travel was the 7th biggest spending category, up by 14.40%. British Airways was the top spender with a 19.32% SOV, spending £2.70m, up 107.04% YOY. Emirates were in 2nd place with £1.21m spend (8.70% SOV), up 69.53% YOY, whilst Visit England took 3rd place, spending £559k (with 4.01% SOV). Moroccan National Tourist Office were in 4th position with a spend of £535k (3.83% SOV), up 92.24% YOY. EasyJet came in 5th with a spend of £437k representing a 3.13% SOV.Govt and utilities: This category was down 0.34% YOY, spending £5.7m and gaining a 3.32% SOV overall. COI achieved 55.04% SOV with £3.13m spend, up 22.47% YOY. Post Office were 2nd with £738k spend and a SOV of 12.99%. British Gas took 6.94% of the category, with a spend total of £394k. Scottish Executive took 4th place with 5.15% SOV, and a spend of £293k. This was a decrease of 4.31% YOY. Atout France came in 5th place spending £278k and achieving 4.89% SOV, having spent nothing in the same period last year.Toiletries/Cosmetics: The category decreased spend by 27.69% to £5.4m, taking a 3.15% SOV. Unilever was the largest spender with £590k (45.22% YOY decrease, 10.94% SOV). Estee Lauder were in 2nd place (up 37.93% YOY) spending £530k. Maybelline came in 3rd place with 9.35% SOV and £504k spend. Burberry were in 4th place with a 7.77% SOV. Louis Vuitton were in 5th place (SOV 6.27%) investing £338k. Pharmaceuticals: This category is up 18.00%, with £5.2m spend representing a 3.04% share of voice. McNeil Healthcare is the biggest spender in the category, representing 25.50% SOV with a spend of £1.33m. GlaxoSmithKline was the second largest spender with £1.26m (24.22% SOV), and Specsavers was in 3rd place, spending £952k with a 18.29% SOV. SSL International plc spent £377k, coming in 4th place, with 7.25% SOV. Novartis spent £247k, down 4.74% YOY, an increase of 29.43%.
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 29.47% YOY. Sky were the largest spender for January-March 2013 with the majority of monies (42.29%) invested behind the Sky range. Sky Go accounted for 40.43% with the remainder of budget allocated to the different channels. Many formats were used with specials being the most utilised (43.57%), then 6s (25.94%), 48s (22.21%), rail (3.90%) and tube (3.93%). Overall Sky spend is down 11.54% YOY. Lycamobile were in 2nd place with £5.6m spend and a massive increase of 3907.55% YOY. All of their budget was invested in promoting the Lycamobile Pay as You Go SIM. The only format used was airport. Twentieth Century Fox were in 3rd with the budget (£4.42m) spent supporting 9 films: A Good Day to Die Hard (52.76%), The Croods (14.36%), Hitchcock (11.83%), Trance (7.53%), Lincoln (5.89%), The Sessions (2.35%), Stoker (2.54%), Broken City (0.74%) and Life of Pi (2.00%). The majority of the budget was spent on 96s (40.57%), with bus (31.25%), tube (8.19%), specials (6.32%), rail (5.37%) and 6s (7.35%) also used. Vodafone were in 4th place spending £4.32m which represents a YOY decrease of 17.57%. They put all of their budget behind the Vodafone range (98.79%) and the Vodafone HTC Sensation (1.21%). Just over a third of the money was spent on 6s (36.83%), followed by 96s (35.88%), airport (10.93%), bus (6.89%) and specials (4.92%). COI, ranked 5th, increased spend by 20.71% YOY supporting several departments: Department of Health (28.52%), Department of Education and Skills (32.48%) and National Citizen Service (11.46%) amongst others. Over a third of their spend was on 6s but they also used specials (15.34%), 48s (15.55%), tube (13.81%) and misc. sizes (10.52%) as well as bus, rail and airport. British Airways were in 6th place with £2.70m spend and an increase of 107.04% YOY. All of the spend went behind British Airways (99.62%) and BA flights (0.38%). The budget was mainly spent on specials (53.79%), 6s (20.91%), airports (19.89%)and 48s (4.19%) with 96s also being used (1.23%). Lloyds TSB were in 7th place spending £2.69m. The majority of their budget was spent on Lloyds TSB (95.53%). The majority of the money was spent on 6s (67.51%), specials (13.03%), 48s (7.64%) and rail (6.80%). KFC were in 8th place spending £2.68m which represents a YOY decrease 28.77%. They invested all of their budget behind their food range. They were heavy users of 6 sheets (62.00%) and phone kiosks (37.72%). McDonald’s were in 9th place with £2.41m spend, down 25.58% YOY. All their spend went on McDonald’s. Over half of spend was on 6s (62.76%), but 48s (22.55%), misc. sizes (9.44%), tube (4.84%), airport (0.32%) and rail (0.09%) were also used.News International Newspapers Ltd placed 10th with £2.39m spend, up 397.48% YOY. All their spend went on New International Newspaper Notices (89.42%) and The Times (10.07%). Almost three quarter of spend was on 6s, but specials (23.30%) and tube (3.63%) were also used.
‘How's digital’ provides a broad overview of the digital market.
You may find it quite surprising that it is the UK and not Asia that is the global leader of the digital OOH market. They do in fact have 35% of all worldwide screens but their government has limited their ability to be networked so it is difficult to plan, buy and facilitate a campaign on anything other than a site by site basis. This is not the case in the UK as the majority of screens are networked, making this market one of the most sophisticated in the world and allowing clients the opportunity to capitalise on the benefit of digital Out-of-home – planning by day part, location, audience, environment and mindset to mention a few. This means that, for example, it is now possible for a client to advertise ice creams in city centres on days when the temperatures reach over 25c!Number of mainstream OOH advertising screens Worldwide : c.2,500,000% of located in Asia : c.35%% located in USA & Canada : over 50%% located in UK : c.8%
Digital still remains the success story in OOH and as new technologies continue to be developed we predict that the market will continue to increase. Not only because digital quickens the pace of the message, offers added dynamism and relevance for the advertiser but also because media owners are able transform their plants and reduce overheads.
By its very nature, the major revenue streams remain in the roadside, rail and the London underground arenas as they appeal to broadcast audiences. Their counterparts offer unique, targeted solutions so will of course have a degree of capped income.
London is the commercial centre of digital media as the majority of roadside, rail and London undergroundformats are situated in thecapital. However, it is testament to the changing landscape that well over a 1/3of impacts are now delivered outside of London and we urge you to consider them when being briefed.
There is no industry data that measures digital spend by advertiser. However these are the top spending Posterscope digital advertisers (Jan-Mar 2013) PSAMMO2MARSSony EricssonInBev20th Century Fox Home EntertainmentCamelotCotyUKTVBritish Gas
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
Posterscope worked with digital and design agencies Work Club and AllofUs to create the “Window of Intensity” for coffee brand Carte Noire Instinct at Westfield Stratford. A shop window was transformed into a unique sensory experience combining sound and real-time generative visual effects across a five-metre LCD video wall. Using a live HD video feed, motion-tracking technology and Microsoft Kinect, the public see their surroundings transformed through visual effects ranging from immersive colour trails, weather alterations to crystallising patterns, triggered by motion and proximity. The closer the user is to the window the more intense the experience, emulating the intensity inside every tin of Carte Noire. The installation will run until the 18th April.
To promote the Peru-based University of Engineering and Technology’s capabilities, the first-ever billboard was created that produces drinkable water from the air. In Lima, despite atmospheric humidity being 98%, many suffer from the lack of potable water due to polluted wells and lack of rain. By tapping onto the air’s high amount of humidity, the billboard’s generators capture the humidity, does a ‘reverse-osmosis’, and turns it into purified water that is stored in tanks. Residents can then collect water from the billboard through the taps on its base.http://dbthnews.wordpress.com/2013/04/09/a-billboard-which-produces-water-from-the-air/
The Partners was commissioned by the Consortium for Street Children, with the goal of highlighting the issue of children that have to live on the streets, both in the developed and developing worlds, and challenge the United Nations to officially recognise International Day for Street Children.The Home Street Home campaign crystalises the issue in a visually effective way, using giant children's room signs, placed in rather inhospitable looking street locations across south east and east London, to draw attention to the situation many kids are in.
To promote the Iron Man 3 launch,Marvel’s touring a nationwide Kinect-powered virtual reality setup that lets you ‘become’ Iron Man. Stand in front of a giant screen with a Kinect bolted above it and see your armour assembled over your body on screen, piece by piece.Once all the armour is in place, you leave augmented reality, and enter the Iron Man garage/test centre area. The Iron Man on screen is mapped to your body, so when you wave, the superhero on the TV also waves. There’s a series of ‘tests’ to run through, like shooting targets with your repulsors, and flying around the garage – each controlled by film-accurate gestures. All participants are given some souvenir photos to stick on Facebook.
TV2's latest show Revenge is a glamorous drama about the most dishonest woman in the Hamptons. Emily Thorne is beautiful, smart and deceptive, but could New Zealanders be as cunning? Contagion New Zealand created an interactive lie detector to find out. Passersby were interrogated, answers were analysed by their voice, perspiration and heart rate. Results were printed instantly, with the option to share them via social media networks. Over 12,000 unique interactions were recorded, each resulting in a printed call to action to follow the show. Ratings for the first episode exceeded all expectations! Honest!
This LIVE WEBSHOP in Brussels, temporarily set up to promote the Belgian postal service bpost, proved very popular. Demonstrating their expertise in delivering online purchases, bpost sold a wide range of popular products and delivered them right there and then.Through live streaming visitors could follow the whole sales process up to the departure of their package. The fact that the prices of all products dropped live every second in a reverse auction added to the fun.
LG is making a splash with bathroom humor in its latest piece of prankvertising. Marketing shop SuperHeroes installed ultra-wide LG IPS 21:9 monitors at eye level above urinals in a men's room at Amsterdam's World Fashion Centre. When guys showed up to use the facilities, the screens sprang to life with crisp images of sexy female models, who appeared to be appraising the men's … plumbing. The images were so lifelike, as seen in the hidden-camera footage, that most guys got stage fright—with many suffering a delay before they could urinate, and 25 percent failing to pee altogether.http://www.youtube.com/watch?v=Yf636vLep8s&feature=player_embedded
The Bobby Moore Fund and Cancer Research UK have launched a new outdoor advertising campaign which has been able to specifically target men at risk of bowel cancer using digital face recognition technology.The campaign has run on Ocean Outdoor’s digital screen at Westfield London using ‘Look Out’ camera technology which monitors the gender of people passing in front of the digital advertising billboard. When the majority of the audience is male, the Make Bobby Proud advert is played.
Dairy Lea Greets Shoppers With Mooing 6-SheetsThis March, Dairylea launched an innovative “moo-ing” pack promotion giving families across the UK the chance to win one of ten holidays of a lifetime! Ten packs of Dairylea portions and spreads contained a hidden sound box which literally ‘moo-ed’ when opened. To bring the campaign to life, Hyperspace ran 24 point-of-sale ‘moo-ing’ 6-sheets that were placed at the entrance to major supermarkets and were sensor activated. When consumers walked by the site, they were greeted with the same friendly ‘moo’ that they would hear if they opened one of the ten winning in-store packs.
Chinese e-commerce site YiHaoDian is launching 1,000 virtual supermarkets in vacant lots in iconic areas of Shanghai, Beijing, Guangzhou and Shenzhen, which can only be seen with the YiHaoDian iPhone and Android app. Anyone using the app can see the 1,200 square meter stores on their phones if they’re holding it up in the right location–and purchase up to 1,000 food products that can be delivered in one to two days. http://dbthnews.wordpress.com/2013/04/09/filling-in-vacant-lots-with-ar-supermarkets/
Credit Suisse – Sound ShowerOn March 18th 2013 Credit Suisse launched a sound shower at London City Airport, a media first at this airport.As part of their corporate campaign, Credit Suisse changed existing copy on their long term Lift Shaft holding to a new TUMI creative. To compliment the theme of the new copy, PSI worked closely with CURB Media to create a sound shower consisting of ambient jungle sounds which can be heard by passengers as they ascend the escalator to security. Passengers have responded positively to the sound shower with one passenger stating that it made him feel “really relaxed before his flight”. The sound shower is scheduled to remain in place for 12 months, with Credit Suisse supplying a number of different sound bites to accompany various copy changes planned throughout 2013.
All macro trends but all are prevalent and pertinent to OOHWhether they apply to consumer behaviour or brands or mediaAll prompt us to re-consider the way we plan and the way we position OOH within the broader landscape...
The world is being transformed by technology, changing how people behave, especially when out-of-home…This is evidenced by the way we are having to re-define OOHTraditionally positioned as posters and screens that you can put ads on. Maybe a bit of experiential too.Today’s OOH media infrastructure looks very different...It’s all kinds of bespoke placements, exhibition spaces, client owned inventory and BTL retail comms.Plus the technology that consumers use when they are out and about - in principle, a laptop can be just as OOH as a posterThere’s a whole range of things that can be layered on top of straight advertising;Services (search, public utility content on screens)Experiential conceptsPlatforms (Facebook, twitter)Content (YouTube, DOOH ‘programming’)Commerce (virtual store posters, downloadable vouchers)Games (on mobile, DOOH or both together)So what we have here is very much a bought, owned and earned OOH ecosystem of media, technology, content and experience, with lots of interconnected and interdependent partsWhat’s interesting about the OOH ecosystem is that it overlaps with other major globalecosystems e.g.;Google (video – YouTube, search, mobile display, Gmail, Google+)Facebook (website, mobile app/site, f-commerce)apple (i-phone, i-Pad, i-tunes, i-ads)Amazon (app, website, affiliate)But unlike them, the OOH ecosystem isn’t dominated by any large multi-disciplinary multi-nationalsPosterscope aims to help bring a lot of this together.
By 2014, in a study by VC firm Kleiner Perkins, analyst Mary Meeker predicted that mobile browsing will exceed desktop browsing by 2014. Known as the “Queen of the Internet”, Meeker is acknowledged as the industry’s leading and most respected analyst. In the report, Meeker predicts smartphone and tablet shipments will surpass PC shipments for the first time in 2011. Additionally, Kleiner Perkins points to a convergence occurring where social, local and mobile come together through mobile devices and mobile apps. In the palm of one’s hand, these magical devices have GPS capabilities to make them local and a plethora of apps to make them social. As new social and location based apps come to the market, this will only fuel greater mobile internet usage
This changes how people behave when OOH, and also how they interact with OOH.
And these days a poster is not just a poster....it can also be used as a....-TV /website e.g. five live example on the underground which had a live link to the streets of New York-Cinema e.g. cinema Peroni-Gaming console e.g.Cadbury’s Stars and Strips)
Exhibition stands these days can be interactive, connective, digitally social experiences etc. Such as the MINI Countryman example.
And a phone for example can be used as a computer, radio or TV or even as a means of purchasing...
CINEMA PERONI - PERONI NASTRO AZZURROAs part of the sign off to PeroniNastroAzzurro’s association with Italian film,a typical busy poster site was transformed into a working picture house to remind London consumers that Peroni is not only the stylish Italian choice but a brand that can deliver the unexpected with a sense of fun by surprising and delighting consumers with stand out experiential activity.Located in a prime Shoreditch location, the out of home cinema complete with bespoke cinema seating on a raised platform, hostesses serving popcorn to consumers, and accompanying 3D specials on the left hand and right hand sides flanking the main screen ran for 8 nights in March.A second site in Westminster continued with the film association but acted as a stand alone site.Over the live period 1.5 million impacts were recorded alongside huge online buzz.
Watch Something....Once the Games were under-way a LIVEPOSTER™ campaign on Transvision and XTP screens was launched, providing the public with top coverage of the Paralympic action in real-time and driving them to the C4 Paralympic Highlights show each evening.The ads were updated throughout the day with breaking news and images from the day’s events. This was alternated with a live medals table that was played out across the digital screens, showcasing Team GB’s success.
100% of budget – Cannes Lion WinnerWi-fi launched on underground – reduces the gap between exposure and the action for underground campaigns
Poster takes on interactive characteristics & demonstrates mobile experience20 sites nationallyPromoting Yell’s mobile appConsumer generated reviews from Yell website & local business infoCovers restaurants, cafes, bars, hotel, taxis, shopsConstantly updated with latest reviewsTouch a location for full review
Very.co.uk trials digital windows for mobile pushOnline retailer Very.co.uk is trialling a digital initiative that uses high street shop windows to draw shoppers on to its mobile website through NFC and QR codes. Very used a previously empty store front in the Liverpool One shopping centre to showcase three key fashion trends for the festive season alongside NFC and QR codes to encourage shoppers to use smartphones and tablets to interact with the display and shop through their devices.The ranges in the display were tailored to the tastes of Liverpool shoppers based on the online browsing and purchasing habits of Very.co.uk shoppers in the area.
McCain gives chip lovers a high fiveMcCain Food has decided to celebrate those who have chips for dinner in a £3.5m campaign by giving them a high five.The campaign, which also includes 21 different ‘personalised’ executions, was planned and booked by PHD and Posterscope with creative by BMB.The posters at JCDecaux sites and bus stops is designed to celebrate the anticipation of eating chips in a light-hearted way and encourage consumer engagement, with those who high five the bus posters receiving money off vouchers for McCain Home Chips.
Tesco Homeplus wanted to become the number one store in South Korea without increasing the number of stores. As time-poor Korean tend to shop near their home, Homeplus decided to ‘let the store come to the people’ by creating virtual stores within subways. The displays and merchandise were exactly the same as instore however consumers used QR codes and smart phones to shop. When the online purchase is done it is delivered direct to your home.
To kick off the UK football season, ESPN , the American global cable television network focussing on sports-related programming, worked with Arena Media, Posterscope UK and LocaModa to create an innovation OOH campaign to actively engage fans and continue the dialogue with them from TV screen, online and mobile device. The campaign is the first UK campaign to integrate live, real time content and debate, featuring comments from ESPN ‘s well-known football presenters while they are on-air. The digital screens, across the weekend, show the presenters questions or raise subjects for debate, such as "Which new signing will have the biggest impact?“. Some of these topics will be discussed on air and passers-by will be encouraged to respond on Twitter, using the hashtag #espnuk.Live scores from football news site ESPNsoccernet.com were also included in the digital outdoor feeds, alongside information about ESPN’s live football matches and Twitter responses from the public.The campaign, the biggest social campaign to run across digital Out-of-Home, involved over 300 screens across the UK, including screens on London Underground and British Rail’s Transvision screens.
Two way digital OOH Video call on wallResidents of rival cities Toronto and Montreal are being encouraged to virtually visit each other’s cities through a live interactive portal known as The Cheating Wall. The wall, consisting of separate HD video panels, each with their own camera, microphone, sensor and speaker, allows people to see, talk and interact with one another in real time. Participants are also encouraged to tweet about the wall and access the Facebook page to win flights to the respective cities courtesy of Air Canada.
TBWA\\Paris Creates a Digital Link Between Lyons and Brussels for the SNCFFrench National Railways, the SNCF hired TBWA\\Paris to run a digital morning events campaign to promote its new direct High-Speed (TGV) service linking Lyons with Brussels.On September 21 and 22, the agency installed a cube at the Place de la République in Lyons, with a caption “Stick Your Head into Brussels” with a hole where one could indeed stick one’s head.Anyone who was tempted to try the experience was surprised to find himself in the middle of the Mont des Arts in Brussels, where the Burgermeister, an official fanfare and a crowd of curious onlookers were on hand to greet and talk to them.This was made possible by a system of several screens linked by satellite connecting the two cities.
And we can offer engagement. Vital in the new world.
Nestlé Kit Kat launches NFC-enabled outdoor campaignKit Kat launched its new ‘We Will Find You’ promotional campaign, which will see the distribution of six chocolate bars fitted with a GPS tracker. On discovery of a winning bar, the consumer will be instructed to activate the GPS tracker which, in turn, alerts a team to deliver a £10,000 prize directly to the winner.3,000 outdoor 6-sheets were fitted with NFC/QR Touchpoints that directed users to live competition updates and the opportunity to enter a secondary competition with an on-pack code via Facebook. Smartphone interactions drive to a mobile landing page which hosted updates on the number of GPS bars left.Posterscope, working in conjunction with Mindshare, JWT and Pragmatica, delivered this campaign with JCDecaux, Clear Channel and Primesight.
Play it....Green Giant ran a campaign that linked digital screens and experiential with the use of augmented reality. Running in the Trafford Centre for a weekend, children were given the chance to Hi-Five the giant on the large digital screen to see if they were eating their 5 a day. Colin Jackson also had a go!
Pennies for Life- Creating change at Westfield LondonA unique live event on Southern Terrace ran in late February 2012. The space on a huge digital poster site was used to invite shoppers to donate money - by texting the poster itself. When a text arrived, a shower of coins dropped into place, forming a picture of a woman in Africa; a woman we could now help to set up her own business. It's a live example of small change here creating big change in Africa.
Using online to control the physical worldAriel Fashion ShootSaatchi & Saatchi Stockholm set up a jam-firing robot in Stockholm station: Facebook users in Nordic countries can aim it at a selection of white 'designer' clothes. Hit something and you win the clothes, washed clean of course using the client's productThe stunt was set up on August 29 in the waiting hall of Stockholm Central Station and ran until September 3. Facebook users could control the specially programmed industrial robot loaded with ketchup, drinking chocolate and lingonberry jam.
Mini Fan the FlameMINI launched a pretty cool, live streaming social installation at the Brussels Motor Show, featuring the new MINI Countryman. The Countryman was placed on a 15% slope, held only by a thick rope, while a Bunsen burner was placed under the rope and remote rigged to their live streaming app, where each “like” generates you a burst of flame on the rope in real time…If your burst of flame broke the rope and set the MINI Countryman free, it was yours to keep! This is another great examples of the real and digital worlds combining.
Eurostar screens consumer conversation live on the Tube Eurostar launched a live advertising platform to integrate social media and consumer conversation into its mainstream advertising activity on 60 CBS Outdoor XTP screens and 100 LCD screens across London Underground stations.The campaign promoted the international connection from London to Amsterdam via Brussels and is expected to be part of the brand’s activity before and during the London 2012 Olympic Games.Eurostar developed the campaign to help customers travelling around Europe share experiences and advice while communicating directly with the brand. The campaign integrated real time comments and opinions about Eurostar, its services and destinations into the XTP creative. This included varying degrees of live executions, including a timetable countdown and ‘on board’ updates.Eurostar Live was truly interactive, displaying around 4,000 unique posts per day from the Eurostar Facebook and Twitter profiles. An image uploaded online could be re-purposed immediately to run on Underground screens, and comments from bloggers using #Eurostarlive were live on screen within minutes.A digital clock counted down until the next train arrived at its destination and an ‘on board’ live report from the train provided details such as its speed, distance travelled, and pictures.Users could also share ‘hidden gems’ and recommend places for others to visit and a daily picture competition asked visitors to guess a secret location from one of the cities. Another competition judged the best user-generated pictures.
Cadillac hits 30,000 activations for mobile, OOH programGeneral Motors’ Cadillac was pushing the new ATS model through augmented reality installations in top U.S. marketers by transforming street murals into driving experiences on smartphones and tablets.
A new report from Juniper Research has found that the NFC retail payments market will exceed $180 billion globally by 2017, more than a seven-fold increase over 2012. The leading regions of North America, Western Europe and Far East & China will contribute 90% of this market value as smartphones with NFC payment technology become standard. Technology & Ecosystem DevelopmentsThe report found that 2011 was a watershed year for NFC payments. Major technology infrastructure standards were finalised, many mobile network operators committed to the market and NFC payment pilots from both mobile operators and financial institutions transitioned to commercial service. Above all, NFC-enabled smartphone models were announced by almost all handset manufacturers and Google ignited the market by launching its wallet in the US.NFC enabled devices allows the user to open an app, go to a website to view content, download vouchers, make a purchase, register facebook likes or check in at a location, simply by holding an NFC-enabled mobile to a poster site or payment point. Your phone effectively replaces your wallet so if you see something you like on a poster you can click and buy it there and then.
To understand the potential of NFC, a piece of research from Posterscope and Clear Channel reveals the applications, content and environments that consumers claim to be most valuable and relevant for NFC enabled poster interactions. It also looks at brand and advertiser product categories for which NFC-OOH experiences would be most appealing and current levels of consumer awareness and understanding. A video demonstrating the future potential formed part of the research project. http://www.youtube.com/watch?v=ORkuWJcJpXoOther recent reports produced by Posterscope include ‘NFC News and Views’, Social Media, ‘Smartphones Social and Screen’s, etc, which all look into how OOH integrates with mobile, social and technologies.The convergent world presents an enormous range of opportunities for brands to derive even more value from the OOH medium. The Guide to Convergent OOH, located on slideshare, outlines some of the opportunities available and associated case studies.
The Posterscope View: How OOH will evolve in 2013We always like to share our perspective on how the world of OOH is evolving out there, changing our thinking and opening up new opportunities for our advertisers, so we have looked at some of the key themes which we think will play out in the OOH ecosystem over the year ahead. We look at audience growth and how very soon we’ll be able to capture and quantify its movement in a more sophisticated way than ever before, we delve deeper into how the increasingly connected population is engaging and interacting with our medium thanks to a whole host of exciting technologies, propelling OOH towards a real-time future, and we explore the growing value of more immersive brand experiences for consumers whilst out and about. The report can be found on slideshare: http://www.slideshare.net/Posterscope/posterscope-predictions-v5
VirtuoCity is a driving simulation where research respondents watch video footage that follows a car driving through the suburbs and into the town centre. Specialist laptops measure respondents eye-tracking and then recall studies identify the memorability of different OOH advertising variables within the Virtual City. To arrange a presentation, please call your Posterscope team.“Love Posterscope/JCDecaux paper proving some long held beliefs about size, orientation, frequency and animation value in OOH” Kristin Bayliss, Universal McCann“One of the coolest presentations I’ve ever seen. It’s like grand theft auto of the OOH planning world” MediatelVoted Best Research Paper at 2012 MRG Conference
Geography of Time (GoT) is a two part research project. A (quantative) survey of 3,500 respondents from 5 major GB conurbations to gain insight into city life. Secondly, a PDA diary which recorded 1,200 diary days of consumers’ activities. The PDA diary is similar to Touchpoints and analysing the two data sources creates some interesting insight. Also the data from both surveys support each other, adding confidence in the results. The time element of the survey (the PDA diary) was launched at the recent trojectory conference hosted by the IPA.
With the aim of understanding our clients’ search and social strategies, to make OOH work harder, to create innovative solutions and more convergent campaigns”
Ocean launches its first city centre full-motion digital screen in ScotlandOcean Outdoor is working with Glasgow shopping destination St Enoch Centre to install Scotland’s first city centre full-motion digital outdoor screen. The 12.8m by 6.1m high definition screen goes live in Glasgow today.Glasgow, which hosts the 2014 Commonwealth Games, is the UK’s largest retail centre outside of London. St Enoch Centre is one of the busiest shopping malls in Scotland, attracting more than 20 million shoppers last year.The Screen @Glasgow St Enoch is located at the junction of Argyle Street and Buchanan Street, attracting more than 1.237 million impacts per two weeks.
Outdoor Plus Launches Two New West London ScreensHot on the heels of the recent launch of the new A40 Westway screen, with Stella as the launch advertiser, Outdoor Plus has unveiled another addition to its growing London digital portfolio with the launch of The Mille. A high profile digital screen located on the M4's elevated section, The Mille is the first and largest screen seen by incoming traffic on this key arterial into London. Adding a West London element to Outdoor Plus' existing eight Central London screens and with a combined audience of 2.7 million impacts per fortnight, both screens offer the latest state of the art technology; delivering dynamic and tactical opportunities for brands as well as a full suite of accountability measures.
JCDecaux’sM-Vision portfolio expandsJCDecaux is extending its network of large-format M-Vision screens into further premium malls nationwide.The addition of Highcross in Leicester and intu Watford in April brings the M-Vision network to 8. Positioned in atrium areas in proximity to anchor stores in premium malls, M-Vision gives brands unprecedented access to the most aspirational and image-conscious of audiences on this full-motion, large-scale digital canvas.M-Vision has been designed to make it easy for brands to transfer their D6 copy to this high-impact canvas. From fashion and beauty to telecoms brands, digital Outdoor in malls offers clients the flexibility to run time-sensitive and multiple messaging.M-Vision is now available in Bluewater (Kent), Bullring (Birmingham), Victoria Centre (Nottingham), Trinity Leeds, intu Lakeside (Essex), Highcross (Leicester) and intu Watford.
50 new designers' work to be showcased on the Cromwell Road for World Communication Design DayJCDecaux has revealed it is to showcase 50 posters from 50 new designers across The Cromwell Road Digital Gateway portfolio of digital poster sites this weekend (27 and 28 April) as part of JCDecaux’s commitment to working with new and innovative design talent and celebrating World Communication Design Day.As a celebration of design and outdoor, each piece of creative will receive multiple screenings across the nine digital screens during the weekend showcase. Run in partnership with Icograda, the International Council of Communication Design, the showcase will feature designers from the UK, USA, Canada, China, South Korea, Mexico, Germany and Russia.The 50 pieces will reflect the 50th anniversary of Icograda and aim to demonstrate the flexibility of digital outdoor – 50 posters celebrating 50 years from every continent around the globe – and are all based around the theme ‘1Love1Word’.
JCDecaux Launches Connected YouthJCDecaux has 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 is run through mobile research specialist On Device Research and will give brands up-to-the-minute insight straight from one of the hardest to access social groups. To further connect with this group JCDecaux will also be developing an app to talk to its Connected Youth community on smartphone devices.The Connected Youth community is partnered with StreetTalk, JCDecaux’s youth communications channel positioned on high streets, meeting places, bars and entertainment venues – where young people meet.The youth audience can be seen as traditionally hard to reach as they avoid traditional research whenever they can. 15-24 year olds spend 3% more time out of home during the week and 18% more time at the weekend. The Connected Youth community are also 20% more likely to own a tablet device and 26% are more likely to use that tablet on a daily basis.
Europe’s Biggest Full-Motion Media Wall Gets a £1million UpgradeLiverpool’s iconic media wall and Europe’s biggest full-motion advertising screen, has received a £1 million upgrade, making it one of the most technically advanced and efficient screens in the UK.Measuring more than 30 metres long and almost seven metres high, the Liverpool Media Wall, which dominates the main entrance to Liverpool Lime Street Station, was unveiled by premium outdoor media owner Ocean Outdoor on 2nd April 2013.By deploying smart technology, Ocean is able to improve the visual experience whilst reducing running costs and power consumption. The upgrade improves screen resolution, which is controlled according to the time of the day, leading to improved colour contrast and 35%lower power consumption.
PRIMESIGHT ANNOUNCES £7M UPGRADE, INCLUDING HD ROADSIDE BILLBOARDSOut of home advertising media owner Primesight has announced that it is committing £7m to upgrading its nationwide billboard estate, with changes including 300 high definition (HD) roadside billboards introduced nationwide and digital escalator panels installed on the Glasgow Subway.As well as this, 1,400 road-facing billboards on the UK’s railway network, managed by Primesight on behalf Network Rail, are to be re-built and upgraded.A4 sized HD digital escalator panels are launching at Glasgow Subway stations Buchanan Street, St Enoch and Hillhead, featuring advertisers Santander and Talk Talk.
TfL, Clear Channel and Wildstone raise the bar on digital out-of-home advertising with the launch of ‘The Chiswick Towers’Transport for London (TfL), Clear Channel and Wildstone have announced the launch of ‘The Chiswick Towers’, a new premium roadside digital advertising site.The development is comprised of two towers, each featuring double sided screens using the best digital LED technology currently available. The towers are situated on the M4 between Heathrow and central London, which, with a monthly reach of over 2.3 million road users, is the UK’s most prominent advertising location.‘The Chiswick Towers’ are not only situated in a prime location for advertising but also stand out as an impressive architectural landmark, designed to attract leading global brands. Clear Channel will operate the sites and sell the advertising space. The towers have been designed, developed and built by outdoor advertising consultancy Wildstone as part of its three year appointment to develop TfL’s roadside advertising estate. TfL has set Wildstone the objective of maximising advertising revenue from its roadside property assets through raising the profile of its advertising estate and bringing innovative new sites to market. This will also support TfL’s plans to utilise its assets to generate income which it will reinvest into the transport network.
JCDecaux- Influencing the Influential JCDecaux Airport has unveiled ‘Power of Influence’ research showing the role influence plays in advertising. When persuaded by a relevant advertising message, the most influential people go on to diffuse the message to their peer group. The research showed that airports have a higher proportion of influential people than any other media platform.JCDecaux Airport commissioned Work Research - the leading qualitative media research company to examine the role influence plays in advertising campaigns and worked with the UK polling company Populus to examine the views of their new community of influential people known as ‘Engaged Britons’.Defined by Populus as a group of social and cultural trendsetters who shape rather than follow opinions, ‘Engaged Britons’ make up 10% of the population. The research found that Airports deliver a higher proportion of ‘Engaged Britons’ than any other media channel including the Financial Times, The Times and The Telegraph.The research showed that this influential group expect to see advertising from global, prestigious brands at the airport, and prefer advertising to be informative rather than entertaining.An important finding for brands is that ‘Engaged Britons’ are highly connected, taking advertising messages beyond the airport through their social and professional networks.http://www.jcdecaux.co.uk/news/influencing-influential
The Mille M4 Elevated Section Outdoor Plus' 'The Mille' offers brands the opportunity to reach a high income business and commuter audience entering London. Located on London's M4 elevated section, the screen provides a solus digital opportunity to brands and is the first advertising location of its kind to be seen by incoming London traffic. With a fortnightly OTS of over 1.8 million, The Mille uses state-of-the-art technology and has superb resolution aligned to an audience catchment drawn from the affluent West London suburbs, the global high-tech industry of the M4 corridor and key business travellers from Heathrow Airport.
The winners of the Outdoor Media Centre’s Outdoor Hall of Fame were announced on the 28th February:Subliminal Message; Subway; Cogent ElliottPassport Stamps; Defender; RKCR Y&RCorgis; Marmite; adam&eveDDBLove Thyself; Harvey Nichols; adam&eveDDBMade of More; Guinness; AMV BBDOLynx Angel Ambush; Lynx; Mindshare Invention/Grand VisualSay It To Get It; Google Voice Search; BBH LondonTeam GB; Lego Minifigures; dazzleshipGood Food Deserves Lurpak; Lurpak; Wieden + Kennedy Sunday Times Rich List (Sports); Sunday Times; CHI & PartnersPronounce Responsibly; Cockburn’s; BETC LondonKing Kong; Volkswagen Polo; DDB LondonSwear Box; Polo; DMP DDBCan Can; Silk Cut; Saatchi & Saatchihttp://www.outdoorhalloffame.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.
CBS Corp to sell CBS Outdoor internationalCBS Corp said it would pursue a "divestiture" of its outdoor business in Europe and Asia, and would convert its outdoor arm in the Americas into a "real estate investment trust" (REIT).It is believed there is no specific timeline for the sale and it is understood that CBS Corp will involve trade and other buyers in the process.There has been speculation that CBS Corp would sell its outdoor business for some time, and it was widely believed that the problems the UK business had with the London Underground (LU) contract were preventing a sale.
36% increase in live concert goerssince 2004+23%Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)Free time activities nowadaysVisit theatre/music concerts
5/3/2013+17%Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)Days out/visits to places
+23%Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)Visits to theatres
5/3/2013+19%Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)Eat out at restaurants
5/3/2013+37% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)Visit museums/galleries
5/3/2013+11%Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)Play sport/exercise
+27%Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)Go to a cinema
5/3/2013Source: National Travel Survey 2010 comparingAverage distance travelled 1995/97 and 2010Rail +58%Tube +23%London bus +90%
More variety<200 gymsin the UK inlate 80s.Today thereare over6000.2012 cinemaAdmissionswere over173mFirst UKStarbuckslaunched in199892% of theUKpopulationown/use amobilephonec.36,847new pubs &restaurantshave openedin UK since1963
The future is brightRevenueCost perthousand2011+1%2010+12.5%20110%20105%Source: OMC/Posterscope estimates2012+9.5%20120%
02468101214Mon-Fri Sat-SunDeeper understanding%oftotaluniverseBase: All Adults (49,264,000)Source: IPA Touch Points 4 (2012)Daily internet activity
Deeper understandingNew insights/additions include.....Shopping behavioursMobile internet use(notably iPads)Mood stateDigital screensSocial networking TV viewing platforms
Deeper understandingheavy mobile web users are 65% morelikely to visit a price comparison site afterseeing an OOH advertisementof all adults have searched online afterseeing an advertisementMen regularly purchasing products withtheir smart phone indexes at...65%20%201
OCS5 tells us which products are bought on impulseand what triggers these spontaneous purchasesBase: 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 whenout/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 StudyOOH Adverts seenpreviouslyOOH Adverts onthe way to shopsOOH Adverts outsidethe shopAdverts inside theshopThe Journey To The ShopIn-storepromotionsMulti discountdeals/salesCoupons/vouchersPROMOTIONSAll friend’s,partner’s, children’srecommendations/pressureWOMDesire/Just want itA Neede.g. ThirstBeen paid/Moneyto spendRewardYourselfYourmoodMOOD/MINDSETCinema /theatre ticketLottery/betting slipsBooks/Mags/NewsConfectionary/SnacksAlcoholicDrinksToiletries/CosmeticsFashion/Clothes/ShoesPersonalElectronicsEntertainmentitemsSoftdrinksFastFood
5/3/2013Data Insight InnovationAudience Audience Audience AudienceRevolution not Evolution
Route in numbers1,600 towns covering the whole country24 conurbations28,000 respondent sample360,000 sites in the first release3.5m pathways mapped160 million records in the data set
Audience Age, Class, gender Over 250 questionsAll demographicsExposure to other mediaLeisure activitiesShopping habitsInternet and technologyEventsEtc, etc, etcPostar RouteGeography ITV areas 12 Barb areas24 conurbations1,600 townsBespoke e post codesArea where the audience liveArea where you wish to advertiseDynamic Frames Scrolling = 3 x static frames Approach velocity and time in viewEye-tracking factor for dynamic imagesAccount for % of display timeImpacts vary by time of day – dependingon real measured speedsImpacts vary by share of display timeRoute v Postar
Advertising Roadside, Llimited tube packsmaximum of two formatsRoadsideBusTube / rail stationsAirportsSupermarket car-packsRetail malls and Shopping precinctsDLR/metroWork with any format, combination or locationPostar RouteDay-parts No day-parts Eight day-partsMorning peak, day time, afternoon, eveningLocation and attributes Specify distance between adsSelect frames within a defined radiusSelect in proximity to points of interestShow selection on mapsSee on street viewFilter by required characteristicsRoute v PostarIllumination Factors for backlit/frontlit roadsideReflects time of yearFactors for all forms of illuminationRoadside and busAccounts for secondary light sourcesReflects time of year
Route – the benefitsGreater Accountability – Coverage & frequency on combined OOH campaignsBespoke delivery system through TelmarMoves from Reporting to Planning toolPotential to move OOH from solus panel rate trading to audience tradingConstructed to be future proof for new environments
UK leads global digital market86 media owners126 networks49 environments (20% unique to digital)+200,000 screens(excludes Piccadilly Circus & SkyPub/Setanta)Delivers, on average, 342 Million net impacts per typical 2 weekcampaignc. 8% share of digital screens Worldwide
We live in a real world where...New technologies arecontinually emergingCompetition isfierce, choice isinfiniteData is the new rawmaterialPeople are on themove and expect todoanything, anywhereMedia is not onlybought but earnedand ownedThe pace of change isfaster than everbeforeBusinesses andmarkets converge orfragmentOOH must bechameleon-like tothrive in thatenvironment…
We’re re-defining Out-of-Homeas a new ecosystem; inter-connected and inter-dependentGoogleFacebookAmazonApplePostersServicesMobile etcLaptopsTabletsRetail media &assetsOwned OOH(e.g.. deliveryvehicles, buildings)NetworkedVideo ScreensContentTechnologyAdsPhysicalExperiencesPublicspacesPlatformsApps &GamesDataCommerce& CouponsPeople& Places
543 millionpeople globally access Facebook via mobileSource: Techcrunch, July 201281%of smartphoneusers access theInternet on theirmobile devicesSource: Google Insight48%of all Twitter users would tweet afterseeing a funny posterSource: OCS5 (February 2013)73%of British smartphone owners have usedtheir phone when they are out shoppingto check prices, look for offers or useappsSource: The Cloud62%The UK smartphonepenetrationSource:BusinessInsider,October2012
CONNECTEDDEVICESCONNECTEDCONSUMERMOBILITYWhat they do and how theydo it in different placesSOCIALHow they connect interactand shareCOMMERCEWhat they buy and howthey buy itCONTENTThe content they consumeand how they consume it
“Understand our clients’ search and social strategies, to makeOOH work harder, to create innovative solutions and moreconvergent campaigns”Social strategy campaign timelinePre - Live your brand through socialmedia and plan a campaign using new„tools‟During - Monitor a campaign‟s success inreal timePost - Judge the success of a campaignQuantative Measurement e.g.Twitter followers / mentions / reachTwitter GeographyFacebook likes / fans/CommentsAverage Engagement RateYouTube Views / subscribersSearch and Social strategy
PRECAMPAIGNPOSTCAMPAIGNUnderstand how to measure attribution for OOH.Discover if econometrics has been used.Search and website traffic can provide insights for planningcampaigns: Insights around regionality, keywords, demographics.Proving OOH drives (mobile) search.Campaign TimelineBuilding relationships with search teams is integral. They need toknow about OOH activity and to ensure strategies are aligned.Creative optimisation can be done to ensure maximumeffectiveness, e.g. Linking search terms / unique OOH search term.Search and Social strategy
6 categories5 wins2 highly commendedand a Grand Prix to boot.......
Eurostar LiveWinnerGrand Prize andBest Use of Digital in OutdoorCamelot Instants Socialising ScratchcardsHighly CommendedBest Use of Digital in OutdoorChannel 4 ParalympicsWinnerBest Use of Outdoor in a MultimediaGreggs the Baker Taste Rescue Centre„Highly CommendedBest Use of Outdoor in a MultimediaODA and TFL Travel Demand Management „WinnerBest Use of Multi FormatsLastminute.comWinnerBest Use of Continuity