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.OCS5 is due out March 2013
Focussing on the McKinsey Journey which demonstrates how the consumer decision making process works and how OCS fits into the processUsing the Insight from OCS in conjunction with other research sources we can see the role that OOH can play at each stage ... Awareness & getting on the consideration list – Demonstratehow OOH drives awareness ... (“OOH being Known & Liked” )Active Evaluation – Consumers gather information to help make decisions – Demonstrate how “OOH is Generating Search”Active Evaluation – Key to reach consumers at right time/place/location – OCS has so much insight on Moods/OOH Channel Selection as well as Insight into how decisions are made both rationally/emotionallyMoment of Purchase – OCS has questions regarding formats noticed when shopping and Media owners often provide EPOS case studiesPost Purchase Experience - Vitally important for brand loyalty, reassuring consumer they have made the right choice etc. There is not a surplus of results available in this area however we do have lots of research from OCS on how OOH can generate earned media as well as lots of other Information.
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 2013 Sector 2013 2012 %difference Entertainment and media £11.5m £9.7m 19.19%Technology £10.8m £6.4m 68.11%Automotive £5.2m £3.2m 65.07%Finance £4.6m £2.7m 69.69%Retail £3.9m £4.0m -3.55% FMCG £3.6m £4.3m -17.07%Travel £3.9m £3.6m 7.99%Pharmaceutical £2.4m £2.5m -3.30%Government & Utilities £1.8m £1.3m 36.98%Toiletries/Cosmetics £1.3m £721k 85.94%Other £1.4m £1.2m 12.68%Overall market £50.5m £39.7m 27.21%Overall the market is up 27.21%... Entertainment and Media: This is the largest spending category with over £11.5m (and represents 22.85% of total OOH spend). The category is up 19.19% YOY. Vodafone are the number 1 spender within this category, with a spend of £1.77m and a SOV of 15.36%. They have increased YOY spend by 175.62%. Twentieth Century Fox come in at 2nd place with a spend of £1.06m and 9.21% SOV. Sony Pictures were in 3rd place with 7.34% SOV and spend of £847k (up 416.94% YOY). Warner Brothers Pictures were in 4th place, with SOV of 6.99% and a massive YOY increase of 709.21%. UNIVERSAL PICTURES were in 5th place with a spend of £732k and with a SOV of 6.34%. Technology: The overall category spend was £10.8m, representing an increase of 68.11% from 2012. The top company was Lycamobile, spending £5.55m, increasing spend YOY by a massive 55572.97%, and giving them 51.37% SOV. BSkyB were in 2nd place, with a spend of £1.72m, decreasing YOY spend by 39.92% (and 15.91% SOV). British Telecommunications were in 3rd place with 7.37% SOV and spend of £796k. Virgin Media took 4th place, with a spend of £662k, a YOY increase of 59.56% and 6.13% SOV. Dell Computer Corporation was in 5th place, spending £412k, which represented a huge YOY increase of 95275.58% and 3.81% SOV. Motors: The motors category increased YOY overall by 65.07%, spending £5.2m, and coming in 3rd overall. Skoda took 1st place in this category; spending £1.18m and gaining 22.62% SOV (representing an increased spend of 819.68% YOY). Volkswagen took 2nd place, spending £767k (up 88.45% YOY) and taking 14.68% SOV. Fiat were in 3rd place with a spend of £753k, taking 14.42% SOV. Land Rover was in 4thplace with £593k and SOV of 11.35%. In 5th position was Toyota (SOV 10.81%), with a spend of £565k reflecting a massive increase of 8707.25% YOY. Finance was the 4th biggest spending categoryand spend increased from 2012 by 69.69%. Aviva was the largest spender in this category with £1.29m and a SOV of 27.71%. Lloyds TSB came in 2nd place, spending £1.00m (SOV of 21.58%), reflecting an increase of 19975.04% YOY. Halifax came in 3rd with 10.87% SOV equating to spend of £504k. This represents an increase of 514.44% from 2012. Green Flag took 4th place with £281k equating to a 6.07% SOV. The Money Advice and Budgeting Service were in 5th place, spending £231k (SOV 4.99%). Retail: The 5th biggest spending category, retail, had an overall spend of £3.9m, which represented a YOY decrease of 3.55%. KFC took the top spot, the coming in 1st place with a spend of £864k and SOV of 22.29% (down 27.97% YOY). McDonald’s came in 2nd place with £775k and SOV 19.98% (down 34.37% YOY). Subway were in 3rd place with a spend of £667k and SOV 17.20%. Waitrose came 4th spending £397k (SOV 10.23%, a massive YOY increase of 21636.41%) and Starbucks was in 5th spending £212k (SOV 5.47%).FMCG: This sector was down YOY by 17.07%. Nestle took the top spot with £963k spend, which was down 24.89% from last year and with a SOV of 26.94%. Lever Faberge were in 2nd place with £254k (a SOV of 7.10%). Danone came in 3rd with a spend of £250k, 7.00% SOV and a YOY increase of 17.79%. Unilever took 4th place with a spend of £215k, up 7465.98% from 2012 (6.03% SOV), and Kellogg’s had 5.03% SOV which represented spend of £180k, and were down 21.50% YOY.Travel was the 7th biggest spending category, up by 7.99%. British Airways was the top spender with a 21.27% SOV, spending £824k, up 554.96% YOY. Easyjet were in 2nd place with £365k spend (9.42% SOV), up 5.45% YOY, whilst Virgin Holidays took 3rd place, spending £193k (up 24.81% YOY, with 4.99% SOV). Hayes and Jarvis were in 4th position with a spend of £172k, with a 4.44% SOV. Haven came in 5th with a spend of £167k representing a 4.30% SOV.Pharmaceuticals: This category is down 3.30%, with £2.4m spend representing a 4.74% share of voice. GlaxoSmithKline is the biggest spender in the category, representing 30.93% SOV with a spend of £740k (down 51.42% YOY). Specsavers was the second largest spender with £482k (20.15% SOV, up YOY by 179.90%), and SSL International plc was in 3rd place, spending £321k with a 13.41% SOV. McNeil Healthcare spent £288k, coming in 4th place, with 12.03% SOV. Virgin Active spent £147k, down 1.59% YOY. Govt and utilities: This category was up 36.98% YOY, spending £1.8m and gaining a 3.64% SOV overall. COI achieved 85.23% SOV with £1.57m spend, up 142.85% YOY. Metropolitan Police were 2nd with £113k spend and a SOV of 6.16%. Scottish Executive took 2.14% of the category, with a spend total of £39k. This was a decrease of 39.89% YOY. United Utilities took 4th place with 1.20% SOV, and a spend of £22k (down 52.82% YOY). Scottish and Southern Energy came in 5th place spending £19k and achieving 1.03% SOV, an increase of 4899.21% on their 2012 activity.Toiletries/Cosmetics: The category increased spend by 85.94% to £1.3m, taking a 2.66% SOV. Unilever was the largest spender with £508k (503.13% YOY increase, 37.86% SOV). Estee Lauder were in 2nd place (up 59.28% YOY) with the majority of their £190k spend used to promote their Impulse, Dove and Lynx brands. Burberry came in 3rd place with 10.77% SOV and £144k spend. GlaxoSmithKline were in 4th place with a 8.85% SOV. Beiersdorf UK were in 5th place (SOV 8.48%) investing £114k.
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 129.4% YOY. Lycamobilewere in 1st place with £5.6m spend and a massive increase of 55572.97% YOY. All of their budget was invested in promoting the Lycamobile Pay as You Go SIM. The only format used was airport. Vodafone were in 2nd place spending £1.8m which represents a YOY decrease of 183.78%. They put all of their budget behind the Vodafone range (97.13%) and the Vodafone HTC Sensation (2.87%). Just over a three quarters of the money was spent on 96s (77.58%), followed by airport (8.53%), 6s (6.16%), bus (5.69%) and 48s (2.01%). Sky – were the 3rd largest spender in January 2013 with the majority of monies (53.12%) invested behind the Sky range. Sky Broadband accounted for 23.94% with the remainder of budget allocated to the different channels. Many formats were used with 6s being the most utilised (52.86%), then 48s (28.97%), specials (15.60%), rail (1.78%) and bus (0.80%). Overall Sky spend is down 37.66% YOY. COI, ranked 4th, increased spend by 141.19% YOY supporting several departments: Department of Health (51.04%), Department for Education and Skills (25.27%), HM Revenue and Customs (7.09%), National Citizen Service (8.06%) and Department for Communities and Local Government (3.84%). Over a third of their spend was on 6s but they also used 48s (25.36%), tube (14.06%), miscellaneous sizes (8.75%) and specials (7.98%). Aviva were the 5th largest spender on OOH. They did not spend on OOH in January 2012 and used 100% of their £1.29m spend to support their range. Approximately half of spend (47.48%) was on 96s, although 48s (42.72%) and tube (9.80%) were also used. Skoda were in 6th place with £1.18m spend and a massive increase of 819.68% YOY. All of the spend went behind the Skoda Fabia. The budget was mainly spent on 6s (96.68%) with rail also being used (3.32%). Twentieth Century Fox were in 7th with the budget (£1.06m) spent supporting 4 films: Hitchcock (44.92%), Lincoln (24.49%), A Good Day to Die Hard (20.81%) and The Sessions (9.77%). Over half the budget was spent on bus (61.24%), with rail (15.43%), tube (13.56%), specials (9.28%) and 6s (0.49%) also used. Lloyds TSB were in 8th place with £1.00m spend, up 19975.04% YOY. The majority of their spend went on Lloyds TSB Business (99.43%), with a very small amount on Lloyds TSB Accounts. Over half of spend was on 6s (62.77%), but 48s (14.47%), 96s (11.61%), rail (5.99%), specials (4.59%) and airport (0.57%) were also used.Nestle were in 9th place spending £963k which represents a YOY decrease of 24.89%. The majority of their budget was spent on Nescafe (63.67%), with some spending on KitKat (36.25%) and Rowntrees (0.08%). Over a third of the money was spent on bus (36.25%), 48s (22.94%), 6s (22.37%), specials (8.41%), tube (5.13%) and rail (4.90%).KFC were in 10th place spending £864k which represents a YOY decrease 27.97%. They invested all of their budget behind their food range. They were heavy users of 6 sheets (71.37%) and phone kiosks (28.63%).
‘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-Feb 2013) 1.PSA2.MMO23.Sony Ericsson4.MARS5.20th Century Fox Home Entertainment6.Camelot7.Coty8.British Gas9.UKTV10.20th Century Fox
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
In celebration of the Spring Solstice 2013 and in conjunction with the release of Twentieth Century Fox's 3D animation ‘THE CROODS’ - a family animation centered around the first ever pre historic road trip - a giant monument was erected at Stonehenge at sunrise today, Tuesday 19th March. This marks the first time a modern structure has EVER been allowed on this historic site. The campaign was planned and executed by JJP and Vizeum.
Peugeot RCZ- Capture the ThrillPeugeot deployed premium roadside and rail in a major outdoor campaign for the New Peugeot RCZ. The high-profile campaign, which uses the strapline ‘Capture the Thrill’, includes the UK’s two newest premium digital assets – the newly digitised Marylebone Tower and The Cromwell Road Digital Gateway, in addition to national large-format locations. Part of a wider campaign that includes TV and Digital, the creative deploys the strapline, and highlights the New Peugeot RCZ’s style and the pleasure it delivers to drivers.Peugeot booked immersion campaigns at Victoria and St. Pancras stations that comprise giant wraps, digital screens and innovative floor media designed to look like road markings. Key premium roadside locations include The Trafford Tower in Manchester and the Wandsworth Roundabout in London.The campaign uses multiple creatives across the digital estate including The Cromwell Road Digital Gateway, the Marylebone Tower, the M4 Torch on roadside and across Transvision and digital 6-sheet screens in stations.In a second wave of activity from 25 March, Peugeot will dominate Euston Station taking the Euston Immersion zone and Euston Motion, the 9 screens that surround the concourse in addition to further key roadside locations including the Glasgow Sail.
Levi’s 501Levi’s wanted to re-energise the 501 business and re-establish the 501 as a culturally relevant jean. They wanted to break through the noise by highlighting the innovation in the product, with new colours being the centrepiece to their story.We targeted 16-34 year olds on the high street in urban areas where the brand would hold most resonance. 6-sheets were used, however to add innovation we customised 8 bus shelters to showcase each colour of 501’s, with actual jeans hanging within the 6 sheet and a matched vinyl wrap to really bring the colour story to life. A further 4 bus shelters were also vinyl wrapped in key areas such as Camden and East London to further re-establish 501’s as the cool jean choice.
Paddy Power- #2NDJOBSFORSUBSPaddy Power has a history of controversial ad campaigns and this one is no different. The company have launched a new location-based campaign aimed at rubbing down and out Premier League players' faces in their underachieving ways. As part of a Twitter hashtag campaign "#2ndjobsforsubs“, Paddy Power put up a billboard outside Stamford Bridge ahead of Chelsea's FA Cup replay against Brentford last weekend.The advertisement spoke directly to Torres (and indirectly to anyone frustrated by his form) and read "Fernando, we've got an onion bag you can actually find. It's in the burger van mate. Get your hair net on”. Several other creativeshave been designed aimed at various footballers from clubs including Arsenal, WBA, Aston Villa and QPR.
Sydney Morning Herald, AustraliaTo bring to life the new ‘Know no Boundaries’ positioning for The Sydney Morning Herald, Posterscope Australia and Carat created some cutting-edge infinity mirror special-builds which had the effect of making the poster appear infinite (as a result of using two mirrors that reflect each other and a set of led diodes between them to create the look of an endless hole on a thin object).
Coca Cola, ChinaTo celebrate Chinese New Year, Coca Cola used an interactive (AR) screen outside a major department store in Shanghai. When consumers walked up to the screen, a Chinese lion head would appear on their heads and they could perform the lion dance whilst interacting with the screen. By scanning the QR code on the screen, the participant’s could download their lion-dancing photos and share on Weibo. The Campaign, booked and planned by Posterscope, ran between Jan 24-Feb 15 and had almost 3,000 participants.
Skyfall Bond Street station wrapTo celebrate the impending release of Skyfall on DVD, the appropriately named Bond Street station exit has been wrapped in Skyfall creative featuring James Bond himself, Daniel Craig.A mega Digital Escalator Panel (DEP) and ticket giveaways have also been employed throughout the station.The campaign runs from Monday 11 February for the next two weeks, additional promotion will also run via national T-side bus ads and on LCDs across the National Rail network.
Amoy’s ‘Amoyzing’ UK TourAmoy wanted to ‘create excitement for the trade while communicating their authenticity’, so to celebrate Chinese New Year on the 10th of February, JJP and Vizeum created an amazing national food tour for the brand. The Amoy food van is visiting key cities around the UK with expert chefs cooking fresh produce which is distributed by brand teams on the ground. Each city has local radio support through a partnership with Real Studio, with local radio teams supporting the brand teams and running competitions. Underpinning this campaign is a cross platform partnership with the Indy, I and Evening Standard. The activity culminates at Chinese New Year when the van is in London, and a Chinese NY special pull-out will feature in the Standard.
Wrecked car from "Die Hard" on the streets of WarsawFor the launch of ‘Die Hard 5’ in Poland, a custom promotional campaign was created. JohnMcClane’s wrecked car featured at different sites in Warsaw between the 9th and 15th of February.
An outdoor ad showcases the capabilities of a Samsung Galaxy Note through real-time, two-way interaction.Samsung held a live event in Portugal to showcase the capabilities of the Galaxy Note 10.1. A poster site featured a remotely-located artist on a two-way digital screen, who was asked to draw caricatures of passersby in real-time. Those who stood in front of the interactive billboard could watch the artist live on the giant screen as he drew their picture. Instead of using paper and a pencil, he was given a Samsung Note 10.1 to create the caricatures. Afterwards, he revealed his drawings to the subjects and the pictures were also posted on Samsung Portugal’s Facebook page. http://www.youtube.com/watch?feature=player_embedded&v=gqnIVUOCADU
Coca-Cola Creates ATMs That Dispense Free Cash For Acts Of KindnessAs part of its ongoing ‘Open Happiness’ campaign, Coca-Cola created ATMs that dispense free cash in Spain, where the economy hasn’t been at its best. The ‘ATM of Happiness’ aims to spread goodwill, and it dispenses €100 each time, on the condition that the money had to be spent on others. With the use of hidden cameras and shared videos by those who received the money, the soft drink giant compiled good deeds done with the newfound cash. From buying gifts for strangers, to contributing basketballs at a public court for kids to use—the video of random acts of kindness restores faith in humanity, and serves as a reminder that there are still good people out there in the world.
Test-drive an Audi QuattroTo showcase the road handling capabilities of the A4, Audi built this socially enabled, interactive installation to let people experience a mini version of the car. Passersby in Toronto had the chance to race one of 3 miniature Audis around a custom built 20ft x 7ft racing track using an ipad to control the car. The ipad app was paired with an in-car camera which gave the driver the perspective from the driver’s seat, a first for this kind of installation.
Mobile meets Street ArtFor the launch of Hitman HD: Trilogy barcode artist Scott Blake created a digital mosaic portrait of Agent 47 which comprised of 9,985 UPC barcodes from the trilogy game box. Users can scan the barcodes with their smartphones to find out where they can buy the game whilst hidden QR codes unlock the video trailer and artwork commissioned for the Hitman HD: Trilogy art book
The airline company SAS launched 16 new destinations and promoted them by turning 6-sheet units into an aircraft window. Pulling the window blind down made a new destination appear, such as Malta, Santorini and Tenerife. The campaign was executed by JCDecaux Norway.
Free Beer for Free Spirits #SolTies To encourage people to be free spirits Sol set up a recycling bin that gave out free beers in return for a tie. Suited and booted workers could feed their tie into the bin and wait for the tie to be cut up and dispensed, along with a voucher for a free sol from a local bar.
Take an everyday streetlight..... To promote the Vancouver Aquarium’s annual exhibition, Luminescence, an everyday streetlight became the glowing lure of an Aglerfish, attracting onlookers like its pray.
Telecoms Ad makes bus stops more interestingQualcomm wanted to make waiting for a bus a little more interesting so introduced a few surprises, using a poster featuring a URL. When people visited the mobile site, the fun began with the help of clowns, fast cars and husky-drawn sledges. A great example of earned media with the resulting video attracting over 3million views (and 13k likes)...http://www.unrulymedia.com/article/25-02-2013/new-telecoms-ad-makes-bus-stops-interesting-little-help-dragons-huskies-and-fast-http://www.youtube.com/watch?feature=player_embedded&v=zpdcUakdQVA
Adidas in Germany created a pop-up shop that looks like a gigantic shoebox. The pop-up shop housed a fun installation that creates mini-movies of visitors floating in mid-air.
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”
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.
Oceanenhances fullmotion-digitalscreen with new lightingtechnologyOcean Outdoor has re-launched its Eastern Motion site, introducing new technology which enhances the tower’s lighting capability by creating dynamic, ambient lightscapes for advertisers.Using intelligent lighting technology developed by amBX UK, an interactive app analyses the creative as it is displayed and then amplifies the corresponding most dominant colours throughout the tower’s LED lighting system which surrounds the structure.The lighting effects management system can also be adapted to suit different times of day, adding a dash of colour or ambient mood, depending on whether it is sunrise, dusk or evening.Launched in May 2012, the Eastern Motion is a digital billboard offering full motion capabilities in a roadside environment. The site faces three lanes of traffic on the main arterial route out of the city of London, heading east on the A13.
The high street goes interactive: Clear Channel rolls out nationwide mobile platform to over 10,000 panels.Clear Channel has announced the UK’s first national, permanent high street mobile platform for outdoor media. The roll-out will see more than 10,000 Clear Channel Adshel panels and digital roadside panels initially equipped with both Near Field Communications (NFC) and QR code capabilities, transforming roadside advertising into an interactive consumer experience. This new platform gives advertisers the opportunity to deepen their interaction with consumers by offering interactive content, social media integration and real-time content updates, while consumers can use their smartphones to download vouchers and promotions. The platform will be supported by a full reporting network to help brands effectively track responses.The new network will be the largest permanent mobile platform in UK outdoor media, with the upgrade focused on high streets and town centres, reaching over 80% of adults every 4 weeks.Work on the platform is already underway in preparation for a full service launch in 2013.
JCDecaux, the UK’s leading Outdoor advertising company and No. 1 in malls is launching a network of large-format full-motion digital screens called M-Vision in premium malls nationwide. John Lewis, Three and DKNY are among the first advertisers to deploy the new screens from 26 November.This new digital format M-Vision will be positioned in atrium areas in proximity to anchor stores in premium malls – giving brands unprecedented access to audiences on this full-motion, large-scale digital canvas.JCDecaux has installed two M-Vision screens in Bluewater (Greenhithe) and 1 MVision in Bullring (Birmingham).M-Vision will be extended to Lakeside (Thurrock), Harlequin (Watford) and Victoria Centre (Nottingham), followed by Trinity Leeds malls in 2013, offering brands large-format impact with the scaled-up glossy magazine display of a digital 6-sheet.Spencer Berwin, Managing Director – Sales at JCDecaux said, “This investment into digital outdoor will give our customers even better access to the aspirational and image-conscious audience delivered by our premium malls. From fashion and beauty to telecoms brands, digital offers enormous flexibility with the ability to run time-sensitive and multiple messaging, reaching millions of shoppers in our malls.M-Vision will add massive impact and cut-through and has been designed to make it easy for brands to transfer their D6 copy to this huge, new, portrait digital canvas. Digital has already played a key part in the transformation of our rail business, with the roll-out of D6s and Transvision nationwide. As the market leader with 12 out of the top 20 malls, we believe that digital Outdoor will play an increasingly important role for brands in this key part of our business.”The full-motion M-Vision screens have a 6mm pitch, the same high-quality as the successful Transvision screen network.
36% increase in live concert goerssince 2004 Free time activities nowadays +23% Visit theatre/music concerts Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
+17% Days out/visits to places Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)3/21/2013
+23%Visits to theatres Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
+19%Eat out at restaurants Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)3/21/2013
+37%Visit museums/galleries Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)3/21/2013
+11% Play sport/exercise Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)3/21/2013
+27% Go to a cinemaSource: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
Rail +58% Tube +23% London bus +90% 3/21/2013Source: National Travel Survey 2010 comparingAverage distance travelled 1995/97 and 2010
More variety c.36,847 <200 gyms new pubs & in the UK in First UK 2011 cinema restaurants late 80s. Starbucks Admissions have opened Today there launched in were over in UK since are over 1998 171m 1963 6000. 91% of the UK population own/use a mobile phone
The future is bright 2010 2011 2012Revenue +12.5% +1% +9.5% 2010 2011 2012 Cost per thousand 5% 0% 0% Source: OMC/Posterscope estimates
Deeper understanding Mon-Fri Sat-Sun 14 12% of total universe 10 8 6 4 2 0 Daily internet activity Base: All Adults (49,264,000) Source: IPA Touch Points 4 (2012)
Deeper understanding New insights/additions include.....Mobile internet use Shopping behaviours Mood state(notably iPads) Digital screens Social networking TV viewing platforms
Deeper understanding heavy mobile web users are 65% more 65% likely to visit a price comparison site after seeing an OOH advertisement of all adults have searched online after 20% seeing an advertisement Men regularly purchasing products with 201 their smart phone indexes at...
OOH and the Consumer JourneyMcKinsey Journey OOH drives search OOH = Right Time, Location, Mindset OCS Generating Search OCS Moods / Channel Selection Posterscope Oohgle OCS Rational / Emotional InsightOOH generates “Fame” to get Mindshare/OMC Media Owner Site Specific, Touchpoints on consideration listOCS “Being Known & Liked” 1000s – Pre & Post Awareness Mindshare/OMC Research Screen Culture/Interactivity OOH prompts Outdoor Drives ActionConversations/Content Sharing at POSOCS – Generating Earned Media OCS Notice/Respond to “Passionate Social Networkers” OOH when shopping Sociable Media EPOS ResearchCase studies: e.g. Atheist Bus”/”Time to Consider” (CBSO) OOH Impacts Post Purchase Real Lack of existing Research Look into Choice Reassurance, Rewards, and generate McKinsey Consumer Journey Brand Loyalty
Data Insight Innovation Audience Audience Audience Audience Revolution not Evolution3/21/2013
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
Route v Postar Postar RouteAudience Age, Class, gender Over 250 questions All demographics Exposure to other media Leisure activities Shopping habits Internet and technology Events Etc, etc, etcGeography ITV areas 12 Barb areas 24 conurbations 1,600 towns Bespoke e post codes Area where the audience live Area where you wish to advertiseDynamic 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 Postar RouteAdvertising Roadside, L Roadside limited tube packs Bus maximum of two formats Tube / rail stations Airports Supermarket car-packs Retail malls and Shopping precincts DLR/metro Work with any format, combination or locationDay-parts No day-parts Eight day-parts Morning peak, day time, afternoon, eveningIllumination Factors for backlit/ Factors for all forms of illumination frontlit roadside Roadside and bus Reflects time of year Accounts for secondary light sources Reflects time of yearLocation 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 – 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 market c. 8% share of digital screens Worldwide 86 media owners 126 networks 49 environments (20% unique to digital) +200,000 screens (excludes Piccadilly Circus & SkyPub/Setanta) Delivers, on average, 342 Million net impacts per typical 2 week campaign
Environments co-op stores bp petrol stations spar stores bars, pubs & clubs shopping malls taxis petrol station shops concerts & events tesco london underground hair salons city centres football stadia doctors surgeries bus interiors offices media agencies universities student unions pharmacies rail stations theme parks bus termini wearable screens golf courses train interiors bus supersides digital advans & trucks cinemas leisure complexes thomson travel agents exhibition centres hospital ante-natal units post offices schools gyms airports dentists sub-postmasters university libraries
Digital 19% of OOH spend250200 3.8% of OOH150 spend100 50 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Source: OMC/Hyperspace estimates
75% revenue from transport, citycentre and roadside formats Est. revenue by category transport roadside & city centre retail Leisure health, beauty and fitness education other 83% of all UK impacts
Changing landscape44%of impacts are deliveredoutside of London Author
We live in a real world where...New technologies are Data is the new raw Media is not only Businesses andcontinually emerging material bought but earned markets converge or and owned fragment Competition is People are on the The pace of change is OOH must be fierce, choice is move and expect to faster than ever chameleon-like to infinite do before thrive in that anything, anywhere environment…
We’re re-defining Out-of-Homeas a new ecosystem; inter-connected and inter-dependent Ads Google Platforms Services Posters Public spaces Networked Facebook Video Screens Content Mobile etc People Owned OOH Technology & Places (e.g.. delivery vehicles, buildings) Laptops Amazon Commerce & Coupons Retail media & Tablets assets Physical Experiences Apps & Apple Games Data
48% 81% of all Twitter users would tweet after of smartphone seeing a funny poster users access the Source: OCS5 (February 2013) Internet on their mobile devices 73% Source: Google Insight of British smartphone owners have used their phone when they are out shopping to check prices, look for offers or use 62% apps The UK smartphone Source: The Cloud penetration543 million Source: BusinessInsider,October2012people globally access Facebook via mobileSource: Techcrunch, July 2012
CONTENT MOBILITYThe content they consume What they do and how they and how they consume it do it in different places CONNECTED CONNECTED CONSUMER DEVICES SOCIAL COMMERCEHow they connect interact What they buy and how and share they buy it
Search and Social strategy “Understand our clients’ search and social strategies, to make OOH work harder, to create innovative solutions and more convergent campaigns”Social strategy campaign timeline Quantative Measurement e.g.Pre - Live your brand through social Twitter followers / mentions / reachmedia and plan a campaign using new Twitter Geography„tools‟ Facebook likes / fans/CommentsDuring - Monitor a campaign‟s success in Average Engagement Ratereal time YouTube Views / subscribersPost - Judge the success of a campaign
Search and Social strategyCampaign Timeline Building relationships with search teams is integral. They need to know about OOH activity and to ensure strategies are aligned. PRE Search and website traffic can provide insights for planning campaigns: Insights around regionality, keywords, demographics. CAMPAIGN Creative optimisation can be done to ensure maximum effectiveness, e.g. Linking search terms / unique OOH search term. Proving OOH drives (mobile) search. Understand how to measure attribution for OOH. POST CAMPAIGN Discover if econometrics has been used.
Clear Channel Planning Awards Update: Awards now closed Shortlist date: w/c 25/03/13 Awards date: end of April 2013 (exact date TBC) For more information: http://www.clearchannel.co.uk/press -centre/events/2013/outdoor- planning-awards-2013/21/03/2013