The Real World is Posterscope’s out-of-home media landscape document that captures the highlights of the year, focuses on current areas of interest, and offers a perspective on what’s coming up.The presentation is updated every month although not all the content will change, for example, OOH revenue figures are released on a quarterly basis. The main areas updated monthly are ‘who’s buying’, ‘stuff we like’ and ‘what’s coming up’. For ‘stuff we like’ and what’s coming up’ new content will be added to the existing content for anyone not visiting on a monthly basis. The remainder of the document will be updated as and when relevant.
‘What just happened’ takes a retrospective look at the out-of-home market across 2011 and 2012 to date
‘How’s Out-of-home’ focuses on the broad trends within the Out-of-home industry.
Outdoor hits £213.2m in Q1 2013: 0.1% growth year on yearDigital up 21% year on yearThe Outdoor Media Centre today announces that outdoor revenues grew 0.1% year on year in the first quarter, to £213.2m (£213.0m in Q1, 2012). Although essentially flat, on the back of the Olympic year 2012, this marks the seventh quarter of consecutive growth in the outdoor medium.Revenues in the digital sector grew to £43.1m, up 21% year on year. Advertisers across many categories explored new ways to use digital advertising, and media owners continued to invest, transforming sites in the best locations to digital. Digital made up 20.2% of the total outdoor revenue in Q1, up from 16.7% in Q1, 2012.“We are pleased to see growth continuing following a long run of success all the way back to mid 2011. It’s very small growth, admittedly, but we are following an Olympic year and we are now running into some very tough comps,” says OMC’s chief executive Mike Baker. “We are realistic that it will be well-nigh impossible to match Q3 especially and we know that will also impact on the full year number. But the digital growth continues apace, with 21% growth to £43m in the quarter – a fifth of the total spend in outdoor. That’s where the most impressive growth story lies.” The much awaited Warc/Ad Association figures out in early May 2013 will confirm whether outdoor has passed the threshold of 10% share of display advertising – a long held goal for the medium and, if achieved, a huge result. The continued growth of outdoor confirms that advertisers see a convergent role for outdoor alongside mobile, online and social media.
Over the last decade we have seen the medium transformed by a surge in digital OOH, innovation and creativity alongside the consolidation of media owners and a continuous stream of investment. This rapid evolution has kept the OOH landscape fresh, new and exciting thus resulting in growth that surpasses all other media with the exception of digital.
OOH is also one of the only media that continues to see audiences grow year after year as we spend more time out of our homes and do different things with our time. The Taking Part survey has run since 2005 and is the key evidence source for DCMS (The Department for Culture, Media and Sport). It is a continuous face to face household survey of adults aged 16 and over in England and children aged 5-15 years old. This latest releases presents rolling estimates incorporating data from the fourth quarter of year seven of the survey.The figures detail increase in 2011/12 versus 2006/2007
Days out or visits to places (68.3% in 2011/12 versus 58.4% in 2006/2007)
Visits to theatre (46.0% in 2011/12 versus 37.5% in 2006/2007)
Eat out at restaurants (73.5% in 2011/12 versus 61.8% in 2006/2007)
Visit museums/galleries (37.2% in 2011/12 versus 27.2% in 2006/2007)
Play sport/exercise(55.4% in 2011/12 versus 50.1% in 2006/2007)
Go to a cinema (53.8% in 2011/12 versus 42.3% in 2006)
Between 1995/97 and 2010, the average distance travelled by bus in London has nearly doubled (+90%) to 81 miles per person per year, while the average distance travelled by other local buses is now similar to its 1995/97 level at 226 miles per person per year. Rail travel (surface rail and London underground) accounted for 9% of all distance travelled in 2010. The average number of trips and distance travelled by surface rail has increased overall between 1995/97 and 2010, by 61% and 58% respectively. The latest year shows a rise in surface rail travel, reversing the downward trend of recent years. Trips by London underground increased by 12% between 1995/97 and 2010, while the average distance travelled has increased by 23%.
And the environment is changing to meet our demands.......more pubs, more gyms, coffee shops etc....Overlay this with the fact that the world is now surrounded with technology and emerging new medias, it is plain to see that the last 50 years has seen an incredible amount of change. As a result OOH has had to evolve and adapt to stay alive and it is the sheer fact that OOH is stitched into the very fabric of our world that has allowed the medium to quickly embrace this transition in offering increased opportunities and ways to talk to these audiences.....Today OOH is reacting to the surge in technologies by providing a perfect partnership to leverage multimedia conversations.
The Outdoor Media Centre today announces that outdoor revenues grew 9.5% year on year in 2012, to £970.1m for the full year 2012 (full year 2011 was £886.3m).
Now in its 4th generation....which includes the following additions...The e.diary- Active purchasing each half hour. They also ask the respondent to tell themhow much they have spent if they have bought something. This allows them to find out more about purchasing behaviour in general. Where people are when they are buying – how much of it happens online or when they are out and about. Whether major purchases at the point of sale are made when people are with others or when they are alone. And of course to enable them to understand respondent’s media consumption just prior to actual purchase. -At the end of the half hour e.diary questions a screen of 12 emoticons have been added which respondents are asked to click on to reflect their mood state. The Self Completion Questionnaire: - More questions have been added on social networking and use of social media. - The technology section has been revised to reflect the ever changing technology market and questions about use of tablets and e books have been introduced.-In the television section respondents are asked about the platforms they use to watch content including ipads, internet connected televisions and 3D TV sets. -There are also new questions relating to product placement on television for the first time. And the VOD questions have been completely revised and expanded. - For radio respondents are now asked about radio listening via an app with frequency levels. -For newspapers and magazines respondents are now asked about readership via electronic devices for the first time, by title. - The outdoor section has been revised to include more questions about digital screens. - The gaming section has more questions relating to games played on the internet rather than just hand held devices. - The internet section has been radically revised and now includes many more frequency questions in terms of both sites used, activities on the internet and location of use.
Through to Posterscope’s proprietary consumer survey OCS is the UK’s only OOH consumer survey, based on a representative sample size of 11,000 adults, it focuses on their OOH activities, their attitudes towards and opinions of advertising in different environments, and most importantly their typical moods and mindsets in different environments. Available audiences include all the standard demographic groups plus detailed audience segmentation (matching client specific audiences), category enthusiasts, WOM influentials and social and mobile audiences. Typical areas of analysis include weight of media consumption, travel behaviour, thoughts when travelling, OOH environmental effectiveness, OOH formats noticed, intention to purchase, actions taken in response to OOH advertising, etc.
The new OCS5 Survey asks consumers what product categories they plan to purchase and which they buy more on impulse. It then delves deeper into the triggers for each product category as to what the key drivers of impulse purchases are ... Giving us a greater understanding of the decision making process across a wide range of categories So for example ...Pay Day is a key trigger for impulse purchases particularly in the categories of fashion and entertainmentMood is more important for impulse purchases for confectionary/snacksAnd Peer pressure/recommendations play a key role in impulse decisions when going to the cinema/theatreThis new OCS insight can also help planners be more defined with their target audiences for any given brief.So for example a confectionary brief might wish to target 15-34 who buy confectionary as a pick me up ....So using the new OCS Insight we can be far more defined when creating our target audiences to plan buyi.e. 15-34, regular confectionary purchasers, who purchase confectionary on impulse AND their mood is a key driver of this impulse purchase
http://www.youtube.com/watch?v=ii2xy9VaDA4To even being able to measure real-time sentiment.As part of the Olympic celebrations, EDF created a spectacular nightly lightshow on the London Eye, based on the mood of the nation. An algorithm tracked all positive and negative Olympic tweets from the 10 million UK users to give a positivity percentage, which is translated into illumination on the London icon. Visitors could participate in this interactive campaign through digital and social media activity.
And the real-time city is now real! The digital revolution has layered a vast system of cameras, communication devices, microcontrollers and sensors over our environment, enabling entirely new ways to imagine, monitor, and understand our cities. These systems have a value that goes beyond their original purpose: the digital exhaust of cellular networks reveals social and economic patterns, tracking systems highlight global material flows, and digitally managed transportation fleets address a city's mobility. Taken together, the impact of digital networks on cities will be as significant as any past human undertaking.LIVE Singapore!, an ongoing initiative by the SENSEable City Lab at MIT, closes the feedback loop between people moving in the city and the digital data generated by their actions. The project's platform allows for the collection and combination of multiple data streams and provides access to data through dynamic visualizations that offer new insights into Singapore's urban dynamics.LIVE Singapore! provides people with access to a range of useful real-time information about their city by developing an open platform for the collection, elaboration and distribution of real-time data that reflect urban activity. Giving people visual and tangible access to real-time information about their city enables them to take their decisions more in sync with their environment, with what is actually happening around them.Check out the video. http://www.youtube.com/watch?v=2aEPkyOBtRo
And of course we have Route, the OOH industry’s audience measurement system.Route, which launched on February 26, replacing Postar, is OOH’s revolutionary new audience measurement system enabling greater targeting across more environments than ever before. It incorporates the latest measurement technology and covers all major formats – delivering an industry currency which will allow OOH to be truly accountable in this increasingly multi-media, multi-platform world.
The next two charts demonstrate how advanced the new Route system is compared to the old Postar system. From the audiences that can be measured, the scale of geographic locations, the measurement of dynamic frames and the diversity of formats and environments through to day-parts included, illumination facts and formats and location and attributes.
For our point of view....visit Slideshare on www.Pioneeringooh.com
‘Who’s Selling’ briefly talks about the OOH media owners and their plant.
There was a major shake up amongst the media owners in 2009 when Titan Outdoor fell into administration and their plant was taken over by JCDecaux (rail and POS) and Primesight (large format roadside) altering the sales dynamics of the medium. Since then SOV has remained relatively static.
With change came a renewed sense of focus and media owners are continuing to enhance the overall OOH proposition by reviewing their sales portfolio. Previously, when one media owner would relinquish a site/piece of land, another would quickly buy it up and erect a panel. Today this is not the case as media owners are collectively working to improve the quality of their plant with massive investment into existing sites and also into the development of high quality digital investments.
‘Who’s buying’ provides an overview of who is spending what, where, when and why.
January- May 2013 Sector 2013 2012 %difference Entertainment and Leisure £56.5m £59.5m -5.06%Telecoms £45.5m £49.6m -8.27%Finance £28.6m £21.3m 34.13%Motors £26.9m £16.8m 60.28%Drink £25.2m £30.4m -17.04%Travel and Transport £21.0m £21.0m -0.31% Food £15.7m £23.8m -33.94%Computers £12.5m £5.2m 142.84%Media £11.9m £8.2m 46.15%Retail £11.7m £8.2m 42.81%Other £40.3m £51.1m -21.14%Overall market £295.8m £295.0m 0.27%Overall the market is up 0.27%... Entertainment and Leisure: This is the largest spending category with £56.5m (and represents 19.10% of total OOH spend). The category is down 5.06% YOY. KFC are the number 1 spender within this category, with a spend of £5.95m and a SOV of 10.53%. They have increased YOY spend by 16.05%. Twentieth Century Fox come in at 2nd place with a spend of £4.76m and 8.44% SOV. Warner Brothers were in 3rd place with 7.21% SOV and spend of £4.07m (down 21.43% YOY). Universal Pictures in 4th place, with SOV of 6.93% and a YOY decrease of 15.21%. McDonald’s were in 5th place with a spend of £2.53m and with a SOV of 4.48%. Telecoms: The overall category spend was £45.47m, representing a decrease of 8.27% from 2012. The top company was BSkyB, spending £14.14m, decreasing spend YOY by 18.85%, and giving them 31.10% SOV. Samsung were in 2nd place, with a spend of £6.52m, increasing YOY spend by a massive 264.38% (and 14.34% SOV). Vodafone were in 3rd place with 14.06% SOV and spend of £6.39m. Talk Talk took 4th place, with a spend of £4.58m and 7.88% SOV. Virgin Media was in 5th place, spending £2.37m, which represented a YOY decrease of 45.36% and 5.21% SOV.Finance: This sector was up YOY by 34.13%. Lloyds took the top spot with £5.63m spend, which was up 213.16% from last year and with a SOV of 19.67%. Halifax were in 2nd place with £2.91m, up 225.46% from 2012 (a SOV of 10.16%). Santander came in 3rd with a spend of £2.47m and 8.62% SOV. Post Office took 4th place with a spend of £1.81m (6.33% SOV), and Bank of America had 5.35% SOV which represented spend of £1.53m.Motors: The 4th biggest spending category, retail, had an overall spend of £26.93m, which represented a YOY increase of 60.28%. Ford took the top spot, the coming in 1st place with a spend of £4.19m and SOV of 15.57% (up 267.43% YOY). Land Rover came in 2nd place with £2.19m and SOV 8.15%. Skoda were in 3rd place with a spend of £2.16m, (SOV of 8.04%) an increase of 352.52% YOY. Mercedes Benz came 4th spending £2.12m (SOV 7.87%) and Fiat was in 5th spending £2.03m (7.56% SOV), an increase of 46.83% YOY.Drink: The 5th biggest spending category, retail, had an overall spend of £25.2m, which represented a YOY decrease of 17.04%. Coca-Cola took the top spot, the coming in 1st place with a spend of £4.91m and SOV of 19.48% (down 9.48% YOY). Heineken came in 2nd place with £4.10m and SOV 16.25%. Molson Coors were in 3rd place with a spend of £3.57m and SOV 14.17%. Glaxosmithkline came 4th spending £2.96m (down 37.84% YOY) and AB Inbev was in 5th spending £2.12m (SOV 8.42%). Travel and Transport: The motors category decreased YOY overall by 0.31%, spending £20.97m, and coming in 6th overall. BA took 1st place in this category; spending £3.48m and gaining 16.60% SOV (representing an increased spend of 53.07% YOY). Emirates took 2nd place, spending £2.36m and taking 11.28% SOV which was an increase of 42.22% YOY. Visit England were in 3rd place with a spend of £1.18m, taking 5.63% SOV. EasyJet was in 4thplace with £856k, with a SOV of 4.08%. In 5th position was Turkish Tourist Office (SOV 3.70%), with a spend of £775k reflecting an increase of 35.93% YOY. Food was the 7th biggest spending category, down by 33.94%. Unilever was the top spender with a 12.98% SOV, spending £2.04m, up 89.60% YOY. Asda were in 2nd place with £1.88m spend (11.93% SOV), up 185.48% YOY, whilst Arla took 3rd place, spending £1.38m (with 8.80% SOV). Tesco were in 4th position with a spend of £1.32m (8.42% SOV), down 56.66% YOY. Nestle came in 5th with a spend of £1.25m representing a decrease of 44.46 % YOY and a 7.92% SOV.Computers: The category increased spend by 142.84% to £12.5m, taking a 4.22% SOV. Apple was the largest spender with £2.77m (436.6% YOY increase, 22.18% SOV). Blackberry were in 2nd place (up 1775.95% YOY) spending £2.04m. Microsoft came in 3rd place with 11.20% SOV and £1.40m spend. Lenovo were in 4th place with a 8.24% SOV. Samsung took 5th place (SOV 8.04%) investing £1.00m. Media: This category was up 46.15% YOY, spending £11.94m and gaining a 4.03% SOV overall. BT achieved 34.65% SOV with £4.14m spend, having not spent on OOH in 2012. News Intl Newspapers were 2nd with £2.74m spend, an increase of 250.77% YOY and a SOV of 22.94%. Itv took 15.10% of the category, with a spend total of £1.80m. C4 took 4th place with 7.15% SOV, and a spend of £854k. UKTV came in 5th place spending £681k and achieving 5.70% SOV, a decrease of 35.94% YOY.Retail: This category is up 42.81%, with £11.70m spend representing a 3.95% share of voice. Marks and Spencer is the biggest spender in the category, representing 27.76% SOV with a spend of £3.25m. H&M was the second largest spender with £1.36m (11.66% SOV), and Specsavers was in 3rd place, spending £964k with a 8.24% SOV. Burberry spent £821k, coming in 4th place, with 7.02% SOV. JD Sports spent £557k (4.77% SOV) which is a decrease of 1.77% YOY.
NB: data is based on individual company as opposed to overall holding company which would show a different ranking. Overall the top 10 spenders increased spend by 44.03% YOY. Sky were the largest spender for January-April 2013 with all the spend invested behind the Sky range. Sky Digital accounted for 99% of spend with the remainder of budget allocated to the different channels. Many formats were used with 6s being the most utilised (33.61%), then 48s (32.16%), Large Digital (23.96%), specials (3.93%), tube (2.46%) and rail (2.03%). Overall Sky spend is down 22.30% YOY. Samsung were in 2nd place spending £7.53m. All of their budget was spent on Samsung. The majority of the money was spent on 96s (71.11%), airport (13.60%), 6s (5.56%). 48s (5.24%) and specials (2.15%). Unilever were in 3rd place with £6.64m spend and an increase of 160.18% YOY. The majority of their budget was invested in promoting Flora (13.13%), Walls (12.88%) and Unilever deodorants (12.68%). The main format used were 6s (79.36%) with a few other formats also used. Vodafone were in 4th place spending £6.39m which represents a YOY increase of 12.16%. They put all of their budget behind the Vodafone range. 96s (26.12%) and 6s (25.01%) were the most popular formats used. KFC were in 5th place spending £5.95m which represents a YOY increase of 16.05%. They invested all of their budget behind their food range. They were heavy users of 6 sheets (50.59%) and phone kiosks (34.97%). Lloyds TSB were in 6th place spending £5.63m. The majority of their budget was spent on Lloyds TSB Generic (74.03%) and Lloyds TSB current accounts (25.97%). The majority of the money was spent on 6s (63.49%), 48s (12.72%) and rail (10.74%). BT were in 7th place spending £4.95m. The majority of their budget was spent on BT Sports (83.61%) with some money spent on other channels. The majority of the money was spent on 48s (31.18%), 96s (28.58%), large digital (14.00%). specials (11.83%) and tube (10.88%). Coca Cola were in 8th place with £4.91m spend and a decrease of 9.48% YOY. Most of the spend went behind Coca Cola (84.31%) with some budget allocated to Fanta, Appletise, Sprite and Powerade. The budget was mainly spent on bus (56.55%), 6s (15.45%), 96s (13.63%)and 48s (10.67%) with rail also being used (2.59%). Twentieth Century Fox were in 9th with the budget (£4.76m) spent supporting 9 films: A Good Day to Die Hard (48.94%), The Croods (13.32%), Hitchcock (10.98%), Epic (13.16%), Lincoln (5.46%), The Sessions (2.18%), Stoker (2.36%), I’m So Excited (1.75%) and Life of Pi (1.85%). The majority of the budget was spent on bus (38.44%), with 96s (37.97%), tube (7.97%), large digital (6.41%), rail (4.98%), specials (2.19%) and 6s (1.44%) also used. Ford were in 10th place with £4.19m spend, up 267.43% YOY. Their spend mainly went on the Kuga (28.20%), Fiesta (26.29%) and general car range (25.62%). Just under half of spend was on 48s (47.01%), but 6s (30.78%) and specials (7.88%) 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-June 2013) PSAMMO2InBevBritish TelecommunicationsMARSSony EricssonPUIG20th Century Fox Home EntertainmentEstee Lauder UKHewlett Packard
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
Stella Artois Cidre launches weather-activated ad campaignThis summer,Stella Artois Cidre, will for the first time launch an OOH campaign that delivers real-time, thermo-activated advertising based on the temperature in a specific location. Stella Artois Cidre has worked with Posterscope, and LIVEPOSTER, to build a bespoke scheduling system, from which the campaign will operate. The system, which is connected to DOOH ad spots across the country, automatically turns ad spots on and off based on the results of a real-time weather data plug-in. So, when the system registers a two-degree increase in temperature (above the national average), Stella Artois Cidre advertising content will be displayed on digital screens in that specific location. Equally, ads will not appear in in locations registering lower temperatures, or where it is raining, for example. This innovative OOH activity is part of a major advertising investment for Stella Artois Cidre across TV, cinema, outdoor and digital.
IKEA use thermo-reactive ads to promote garden furnitureSimilarly to Stella Artois, IKEA used thermo-reactive ads earlier in the year to promote their garden furniture. The campaign featured on 6 large format digital networks & Rail Transvision screens. Bespoke messages were displayed on the screen, which would run with either a sunny or rainy message, depending on the average local temperature.
British Airways brings Chengdu tea house to LondonBritish Airways came to psLIVE with the task of creating a brand experience to communicate that they now fly direct to Chengdu in China. The key objectives were to educate people about the new flight route, excite people about Chengdu as a destination and encourage people to visit the city.As Chengdu is famous for its pandas and tea houses, we designed and built a traditional tea house and installed this in Victoria station for one day.Authentic brand ambassadors distributed sample cups of traditional Chinese green tea, whilst British Airways staff were on hand to talk about the new route and what Chengdu has to offer.Chinese performers drew in crowds throughout the day, including stilt walkers, ribbon dancers and a traditional Chinese tea ceremony. Bespoke fortune cookies were also distributed to reward consumers with 10% off flights to Chengdu.
One Wee Step for the National Trust for ScotlandThe National Trust for Scotland has today launched a bespoke billboard created entirely from walking boots, to promote its One Wee Step mountain conservation campaign.The campaign was created by The Union, and was planned and booked by Carat Edinburgh and Posterscope Manchester.Set to run for four weeks in Edinburgh, the billboard contains 83 pairs of walking boots, which were all donated by the public.Brooke Gregor, hyperspace project director at Posterscope, added: “This is a great example of how an outdoor ad campaign can move beyond promoting a message to create a compelling narrative. By inviting the public to become part of the creative, the ad highlights the National Trust for Scotland’s conservation work in a very personal way. Each boot has a great story to tell and we are excited to be part of an ad campaign that will captivate the audience wholeheartedly.”
Microloan’s Never Ending Charity BoxDLKW Lowe have created another superb creative to raise awareness for the Microloan Foundation, creating a fully interactive digital experience on Ocean’s EatStreet Full motion digital billboard located at Westfield London.
Samsung Challenges You To A Staring ContestTo promote the new Galaxy S4 with its cool ‘smart pause’ technology, Samsung challenged commuters to a ‘stare down’ with the new mobile phone.The ‘smart pause’ feature in the new S4 phone uses eye-tracking technology to track when someone looks at the screen and when he or she looks away. For the challenge, participants were invited to stare at the phone for as long as they could. Looking away meant the game ended. Those who could maintain eye contact for 60 minutes won a free Galaxy S4.Of course, Samsung didn’t make it easy for the challengers. There were several distractions such as a biker crashing into a stall, a musician playing around the participant, not to mention the crowd gathered behind the challenger.The campaign had its first ‘stare down’ at the Zurich Main Station.
Anti-Drug Ads Are Consumed By Live Mealworms Over TimeTo show the harmful effects of cocaine on a drug addict, Brazilian advertising agency Talent created ‘living’ poster ads that are consumed by live mealworms over time. Printed on dough, the ads initially show the faces of drug addicts. However, as time passes, the mealworms slowly eat away at the posters, causing holes to form on the printed faces—highlighting the harmful effects of the drug. The ads were placed in Gallery of Rock in Sao Paolo, Brazil—an area notorious for the buying and consumption of cocaine.
IBM Billboards Double as City FurnitureTechnology company IBM has launched a series of outdoor ads that also function as useful surfaces you can sit on, take cover under or pull your bag or push your stroller over instead of carrying it over steps.IBM, in partnership with Ogilvy & Mather France, created these ads for its People For Smarter Cities project. IBM believes that city planning and design should have the citizens in mind. The project aims to encourage ‘smarter thinking’ when it comes to coming up with solutions for the city. The ads also encourage people to share their ideas on how they can improve their neighbourhood.
MINI Pranks Women With Exploding Airbag As They Put On Make-UpTo warn women about the dangers of putting make-up on while driving, MINI Mexico decided to install an airbag in a women’s toilet in Mexico. Installed within a soap dispenser, the airbag would ‘explode’ suddenly as different women went up to the mirror to apply their make-up. Printed on the airbag was the message: “There’s a place for everything. Makeup or drive”.
IKEA LEDshelDDB, Tribal Vienna modified adshels around the city by swapping their regular neon tubes with IKEA's new range of LED lights.This way we made the product the medium and demonstrated that IKEA can turn ordinary things into something extra-ordinary.
Pepsi Like MachineTypically enthusiastic promoters stand at busy intersections and other high traffic areas handing out free samples, in hopes passersby buy the product. Instead of this usual formula, Pepsi partnered with TBWA Belgium on ‘The Like Machine’, a vending machine dispensing free Pepsi in exchange for a ‘like’ on Facebook. Initially, Pepsi Belgium rolled out this promotion at Beyoncé concerts in Antwerp.The concept is simple yet effective. Using a smartphone, enter likepepsi.com, then connect with your Facebook account, like the Pepsi Facebook page and get a free Pepsi. The vending machine also uses the phone’s location settings to make sure that only those in the vicinity receive a free sample for their ‘like’. Those without smartphones use the 42” built-in touchscreen to log into Facebook to receive a free drink. Once the sample was given, a timer ensured everyone was logged out of their accounts. This new method of sampling provides real-time feedback on who has liked, tasted and enjoyed the beverage.
Kanye West Debuts New Song on the Sides of City BuildingsKanye West premiered his new song at 66 different locations around the world in the form of super-size projections on the side of buildings.The public display was announced by Kanye on Twitter, including a prompt to visit his website where you could find out the various locations.
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
Spring Media DigestIn March, we produced the latest edition of Posterscope’s ‘Media Digest’ with in-depth analysis of the market and our perspective on the year ahead, including a broad economic review and forecast, a deep-dive into media and category spend, and featuring key learnings from a wide range of recent interactive and brand-building campaigns. We cover all you need to know about the new out-of-home audience measurement currency, Route, as well as commentary on mobile and digital trends, a glimpse into tools and projects recently launched by both ourselves and our media partners, and much more.The Summer Media Digest will be completed and distributed in July
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”
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..
CBS Outdoor brightens up the first 'Tidal Flow Motorway' in Birmingham CBS Outdoor UK has unveiled a digital advertising site on the Aston Expressway, just half a mile from Birmingham City Centre. The stretch of road already boasts the country's first ever 'Tidal Flow Motorway' (a seven lane motorway). The main arterial route into the city centre now houses The Birmingham Express, which is comprised of two high definition LED screens in portrait format measuring 5,120mm wide and 7,168mm high, capable of delivering multiple messages, time sensitive live feeds and real time count downs. Facing opposite directions, one screen is in clear view of inbound traffic, the other outbound. Both have the ability to show different advertisements at any one time, allowing for bespoke content, targeted directly at each traffic flow. Their elevated positions ensure good visibility.
London Underground celebrates 150th anniversary with five tube maps past, present and future made of LEGOTo celebrate the 150th anniversary of the London Underground LEGO has recreated five Tube maps to show how the network has changed and evolved over time.Unveiled at King’s Cross this morning the special maps created by Duncan Titmarsh, the UK’s only certified LEGO professional, will be on display throughout the summer at South Kensington, Piccadilly Circus, Green Park, Stratford and King’s Cross stations.The tube maps, each made from more than 1,000 bricks, begin with a map of the 1927 underground system at South Kensington, followed by Harry Beck’s 1933 map at Piccadilly Circus, a 1968 version at Green Park, and the current 2013 tube map displayed at Stratford.The maps go all the way to 2020 with a future imagining of the network at King’s Cross St Pancras, and the maps will go on display at the London Transport Museum later in the year.
London taxis get new digital ad spaceBrands looking to target consumers in London will soon be able to place ads on digital panels installed on the tops of the city's iconic black cabs.Transport for London, the city's transit authority, has approved a standard for roof-mounted digital advertising and Brightmove Media, an innovator in the sector, is planning to be first to market with its TaxiCast product."We go live in two weeks time with 25 taxis in London," Piers Mummery, Brightmove's chief executive, told the Wall Street Journal, adding that equipment was being fitted and he already had committed advertisers.The roof-mounted panels are centrally controlled to offer advertisers geo-location and time-targeted digital advertising on the streets of London."Digital advertising on taxi roofs not only changes the London skyline, but also offers advertisers and brands tailored advertising at street level," said Mummery.The twin 400×48 resolution LED displays are Internet-enabled via the 3G network, while sensors monitor location, time, temperature and humidity, allowing advertising to be controlled dynamically.That means, for example, that ads for ice cream could be launched when the temperature reached a certain level, or ads for shops could be triggered when a taxi drives past them.A rival offering from Eyetease Media, iTaxitop, is expected later this summer, which is similar in most respects to that of Brightmove, although it will have a slightly larger LCD display.
Clear Channel Outdoor to challenge and inspire advertising community at Cannes 2013 with creation of world’s first hand-painted micrography billboard made from tweetsClear Channel Outdoor (CCO) launched a social media campaign on 16th June at the Cannes Lions International Festival of Creativity, designed to ignite conversation and debate about realising creative potential, which led to the live creation of the world’s first hand-painted micrography billboard, with the mural generated entirely from tweets.#canvas for creativity is a Twitter-based marketing programme designed by Clear Channel Outdoor (@ccoutdoor) that sought to spark debate and share the best in creative thought leadership, against the backdrop of a global, real-time and increasingly digitally-connected world. Clear Channel Outdoor hosted and contributed to the conversation, offering its perspective on each topical discussion.In addition, every day throughout the Cannes Lions festival CCO invited two key industry influencers to lead a debate about a creative topic using their own Twitter feeds, marking the tweet with #canvas. Influencers signed up to the programme include Mark Cridge, founder of digital and creative agency Glue. The best tweets from each day’s #canvas debate were collated and used to create a live, hand painted mural, located in the grounds of Le Grand Hotel in Cannes. Using the artistic form of micrography (the technique of using text to form an image when viewed at a distance, creating an interplay between the text and image), three world class artists spent up to eight hours a day hand-painting the best comments, perspectives, observations and quotes on to the giant 16m x 4m canvas, with the final mural image emerging throughout the festival week.The 5 creative topics for debate were:Sunday 16 June: Who owns the creative agenda?Monday 17 June: Is creativity an art or science?Tuesday 19 June: Is technology redefining creativity?Wednesday 20 June: Has globalisation diluted creativity?Thursday 21 June: Should creativity be a bigger force for social good?Social media visualisations of the #canvas Twitter content were streamed on CCO’s website, digital screens at the festival, and a high-resolution projection on to a separate 18m x 5m canvas located on the roof of the Le Grand Hotel, Cannes. The projection canvas was built specifically for the festival and sat at the highest spot on the Croisette, a spot never before used for advertising or media at Cannes Lions.After the giant artwork is completed, a searchable gigapixel photo of the final image will be featured on CCO’s website, allowing ultra-close up visual inspection, and the ability to find tweets using individual Twitter handles.
Clear Channel UK launches Ngen – the voice of a generationClear Channel UKhas announced the launch of Ngen - a unique audience insight community.Ngen allows Clear Channel and their brand partners to participate in a hosted, two-way dialogue with up to 400 engaged and connected 18-34 year olds from eight major UK cities. Unlike conventional audience panels, Ngen is built on continuous conversations with a passionate and targeted audience who love their cities. The community will cover a wide range of topics close to the hearts of its participants, giving Clear Channel and their brand partners an unparalleled understanding of this influential audience.The Ngen participants are from a tech-savvy generation who are used to documenting their lives through social media and are happy to interact online. Ngen builds on the community’s familiarity with social media to gain a deep insight into who they are, where they go and what they think about the latest hot topics.Starting with Microsoft on 17th June, a series of brand partners will have one week of exclusive access to the community. At launch, Channel 5, Dixons Store Group, H&M, Microsoft and Paramount are among the leading brands that will partner with Clear Channel. The community is capped at 400 participants to ensure effective dialogue between Clear Channel, brand partners and community members and to enable detailed qualitative research to take place. Run in collaboration with Crowd DNA & Trajectory Partnership, Ngen runs for an initial 18 weeks, alongside two waves of quantitative online research in summer and autumn 2013.A dedicated website which can be accessed by Clear Channel and their partners will house insights gained from the research including photography, video, quotes, survey results, analysis and third party literature.A full report will be released in early 2014 capturing all aspects of the project.
The Urban Wild Project celebrates turning rooftops into green areas on Primesight billboardsThe Urban Wild Project, who turns urban rooftops into green areas for birds and bees, is celebrating the first stage of their project on billboards in South London. The community project comprises of installing approximately 30 green roofs on non residential areas in Herne Hill. The project started this year and the green roofs will be initially installed over 3 years, as per the illustration below (Image: Green Roof Consultancy).Primesight donated media space for this community led project to help Urban Wild Project to promote their initiative to their local community. The two billboards are located in an immediate proximity to the rooftops that will be turned into green areas, allowing The Urban Wild Project to reach their key audience with highly targeted message. The creative includes a concept of a giant wild bee and what a wild bee may see. The montage is a celebration of what is possible in an urban environment and prompts the locals to think what is possible with urban greening.Primesight is passionate about delivering results to every client and is committed to help local communities to deliver results to their local areas.
Signature Outdoor Launches 2 new digital portrait sites on Broad Street in Birminghamhttp://www.signatureoutdoor.co.uk/sites/media/050402.pdf
Signature Outdoor Launches a new large digital landscape site on the Aston Expressway in Birminghamhttp://www.signatureoutdoor.co.uk/sites/media/050301.pdf
Using Twitter and outdoor in tandemThe growth of mobile has been monumental and for many people has become the main route onto the internet rather than the desktop PC. With the continual rise of mobility we are starting to see how Twitter and Out of Home advertising could come together as perfect bedfellows.Job hopeful Adam Pacitti bought one billboard with his last £500 outside Kilburn station in London. In just two days it went global. 30,000 people looked at his CV on YouTube and he gained over 10,000 followers on Twitter with 13,500 re-tweets for the image of his billboard.The success was down to the human interest that created a genuine reason to go past the poster into the online extension of that communication, namely employadam.com, then quickly logging on to Twitter trending to discuss that natural interest. With no professional media training, Adam went and bought a poster because to him that was the most visible form of communication in his community offering a chance to start the process. To quote Adam himself “it wasn’t as simple as renting a billboard and I actually spent several months developing a multi-platform viral advertising campaign with full social media integration. People liked the billboard, mostly.”For those of you who’ve read up on Adam this wasn’t his first global media stunt, but for the millions who ended up following this amazing story it started with a poster, with a simple message armed with a call to action.We already know Outdoor and mobile search complement each other. Although there’s research from the Outdoor Media Centre showing Outdoor is more effective at delivering search than any other medium, it’s obvious really; when you see something interesting you naturally end up searching it.With no such thing as dead time, increasing numbers of us are always switched on, taking every opportunity to pull out our phones and scan our personalised story board. The personalisation of this is key; users allow friends and brands to continually feed them with information and content deemed to be relevant and valuable to their lives. Given the propensity to search on mobile devices when Out of Home and the role Outdoor advertising plays in driving this, all the signs are that both together have the potential to be hugely powerful, but with a cautionary note. The answer is not to whack a Twitter logo on a poster and hope for the best. It’s not going to work if the creative doesn’t excite and invite the consumer to take part. If the brand wants consumers to engage, they need to do more by getting smarter with the creative.When brands historically put a phone number on a poster, the measure of a poster’s success was how many people phoned the number; anyone in posters will tell you we struggled to prove that worked and could yield results . The challenge in driving that connection and action comes back to creativity. What do we want or expect the consumer to do; is the creative, message, call to action appropriate in delivering that and are we measuring the most relevant outcomes?There is now a lot of activity going on Twitter and Facebook and if that’s where you want to take your customers then more should be done to get that message clearly across rather than just including a logo almost as an afterthought and hoping that’s one of the things that might happen.Shouldn’t communication across outdoor and Twitter start to support a brand’s activity in a more obvious way than it currently does? Not every brand can capture imaginations in the same way Adam Pacitti did, but some can.Posters generate emotion and subliminally start to influence consumer’s perceptions of products. The rise and rise of social media means brands can start joining up poster communication with something that then happens on Twitter.The more brands can enhance our lives, the more we want them to be part of our lives. In this respect brands need to do more with outdoor in tandem with social because it plays perfectly into the hands of what a poster does, that is to build brands.
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.
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.
The Real World June 2013
The Real World
June 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
+37% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)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
6/28/2013Source: 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 Age, Class, gender Over 250 questions
Exposure to other media
Internet and technology
Etc, etc, etc
Geography ITV areas 12 Barb areas
Bespoke e post codes
Area where the audience live
Area where you wish to advertise
Dynamic Frames Scrolling = 3 x static frames Approach velocity and time in view
Eye-tracking factor for dynamic images
Account for % of display time
Impacts vary by time of day – depending
on real measured speeds
Impacts vary by share of display time
Route v Postar
Advertising Roadside, L
limited tube packs
maximum of two formats
Tube / rail stations
Retail malls and Shopping precincts
Work with any format, combination or location
Day-parts No day-parts Eight day-parts
Morning peak, day time, afternoon, evening
Location and attributes Specify distance between ads
Select frames within a defined radius
Select in proximity to points of interest
Show selection on maps
See on street view
Filter by required characteristics
Route v Postar
Illumination Factors for backlit/
Reflects time of year
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
Bespoke delivery system through Telmar
Moves from Reporting to Planning tool
Potential to move OOH from solus panel rate trading to audience trading
Constructed to be future proof for new environments
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