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- April 2013 Sector 2013 2012 %difference Entertainment and media £50.7m £50.0m 1.37%Technology £38.8m £33.7m 15.27%FMCG £25.7m £32.5m -21.05%Retail £23.8m £23.8m 0.11%Finance £23.0m £15.4m 48.97% Automotive £22.1m £10.8m 104.11%Travel £17.1m £15.4m 11.37%Toiletries/Cosmetics £8.0m £11.5m -30.27%Government & Utilities £7.8m £6.9m 12.67%Pharmaceutical £5.4m £5.4m 0.04%Other £5.1m £5.0m 2.16%Overall market £227.5m £210.4m 8.12%Overall the market is up 8.12%... Entertainment and Media: This is the largest spending category with £50.7m (and represents 22.28% of total OOH spend). The category is up 1.37% YOY. Vodafone are the number 1 spender within this category, with a spend of £4.90m and a SOV of 9.66%. They have increased YOY spend by 12.70%. Twentieth Century Fox come in at 2nd place with a spend of £4.44m and 8.76% SOV. BSkyB were in 3rd place with 6.71% SOV and spend of £3.40m (up 1116.78% YOY). News International Newspapers were in 4th place, with SOV of 5.40% and a YOY increase of 422.94%. UNIVERSAL PICTURES were in 5th place with a spend of £2.54m and with a SOV of 5.02%. Technology: The overall category spend was £38.8m, representing an increase of 15.27% from 2012. The top company was BSkyB, spending £8.40m, decreasing spend YOY by 31.75%, and giving them 21.61% SOV. Lycamobile were in 2nd place, with a spend of £5.64m, increasing YOY spend by a massive 3726.46% (and 14.53% SOV). Samsung were in 3rd place with 10.21% SOV and spend of £3.97m. Virgin Media took 4th place, with a spend of £2.37m and 6.10% SOV. Talk Talk was in 5th place, spending £2.37m, which represented a YOY increase of 131.85% and 6.09% SOV.FMCG: This sector was down YOY by 21.05%. Molson Coors UK took the top spot with £2.91m spend, which was up 360.01% from last year and with a SOV of 11.31%. Coca-Cola were in 2nd place with £2.17m, down 45.65% from 2012 (a SOV of 8.44%). Nestle came in 3rd with a spend of £1.98m, 7.70% SOV and a YOY decrease of 46.77%. Heineken UK took 4th place with a spend of £1.61m (6.25% SOV), and Arla Foods had 5.39% SOV which represented spend of £1.38m.Retail: The 4th biggest spending category, retail, had an overall spend of £23.8m, which represented a YOY increase of 0.11%. KFC took the top spot, the coming in 1st place with a spend of £3.14m and SOV of 13.16% (down 25.10% YOY). McDonald’s came in 2nd place with £2.47m and SOV 10.37% (down 37.16% YOY). Asda were in 3rd place with a spend of £2.32m, (SOV of 9.72%) an increase of 167.20% YOY. Tesco came 4th spending £1.95m (SOV 8.18%, a YOY increase of 13.59%) and Subway was in 5th spending £1.79m (7.53% SOV), an increase of 50.17% YOY.Finance: The 5th biggest spending category, retail, had an overall spend of £23.0m, which represented a YOY increase of 48.97%. Lloyds TSB took the top spot, the coming in 1st place with a spend of £4.60m and SOV of 19.99% (up 157.46% YOY). Santander came in 2nd place with £2.45m and SOV 10.63%. Halifax were in 3rd place with a spend of £1.91m and SOV 8.31%. Post Office came 4th spending £1.81m having not spent in OOH in 2012 (SOV 7.86%) and Aviva was in 5th spending £1.29m (SOV 5.59%). Motors: The motors category increased YOY overall by 104.11%, spending £22.21m, and coming in 6th overall. Ford took 1st place in this category; spending £2.72m and gaining 12.34% SOV (representing an increased spend of 937.74% YOY). Land Rover took 2nd place, spending £2.19m and taking 9.95% SOV which was an incredible increase of 193875.34% YOY. Skoda were in 3rd place with a spend of £2.16m, taking 9.81% SOV. Mercedes Benz was in 4thplace with £2.12m with a SOV of 9.61%. In 5th position was Fiat (SOV 7.20%), with a spend of £1.59m reflecting an increase of 42.27% YOY. Travel was the 7th biggest spending category, up by 11.37%. British Airways was the top spender with a 17.24% SOV, spending £2.95m, up 102.15% YOY. Emirates were in 2nd place with £1.46m spend (8.52% SOV), up 56.62% YOY, whilst Turkish Tourist Office took 3rd place, spending £760k (with 4.44% SOV). EasyJet were in 4th position with a spend of £724k (4.23% SOV), up 73.74% YOY. Virgin Trains came in 5th with a spend of £570k representing an increase of 504.61% YOY and a 3.33% SOV.Toiletries/Cosmetics: The category decreased spend by 30.27% to £8.0m, taking a 3.52% SOV. Unilever was the largest spender with £713k (64.16% YOY decrease, 8.90% SOV). Beiersdorf UK were in 2nd place (down 70.30% YOY) spending £684k. Estee Lauder came in 3rd place with 8.45% SOV and £676k spend. Burberry were in 4th place with a 7.10% SOV. Nike took 5th place (SOV 6.56%) investing £526k. Govt and utilities: This category was up 12.67% YOY, spending £7.8m and gaining a 3.41% SOV overall. COI achieved 41.56% SOV with £3.22m spend, up 20.08% YOY. EDF Energy were 2nd with £1.10m spend, an increase of 400.70% YOY and a SOV of 14.14%. Post Office took 9.59% of the category, with a spend total of £743k. E.ON took 4th place with 5.31% SOV, and a spend of £412k. British Gas came in 5th place spending £394k and achieving 5.09% SOV, an increase of 217.13% YOY.Pharmaceuticals: This category is up 0.04%, with £5.4m spend representing a 2.36% share of voice. McNeil Healthcare is the biggest spender in the category, representing 24.75% SOV with a spend of £1.33m. GlaxoSmithKline was the second largest spender with £1.26m (23.50% SOV), and Specsavers was in 3rd place, spending £961k with a 17.92% SOV. SSL International plc spent £377k, coming in 4th place, with 7.04% SOV. The Belgravia Centre spent £280k (5.22% SOV) which is an increase of 223.84% 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 the majority of monies (57.97%) invested behind the Sky range. Sky Go accounted for 28.30% with the remainder of budget allocated to the different channels. Many formats were used with 6s being the most utilised (33.47%), then specials (32.60%), 48s (25.81%), tube (2.95%), rail (2.81%) and 96s (2.04%). Overall Sky spend is down 6.21% YOY. Vodafone were in 2nd place spending £5.72m which represents a YOY increase of 7.50%. They put all of their budget behind the Vodafone range (99.08%) and the Vodafone HTC Sensation (0.92%). Just under a third of the money was spent on 6s (27.93%), followed by 96s (28.37%), tube (13.51%), airport (11.55%) specials (9.27%), bus (6.98%) and 48s (2.36%). Lycamobile were in 3rd place with £5.6m spend and a massive increase of 3726.46% YOY. All of their budget was invested in promoting the Lycamobile Pay as You Go SIM. The only format used was airport. Lloyds TSB were in 4th place spending £4.60m. The majority of their budget was spent on Lloyds TSB Business (73.92%) and Lloyds TSB (25.56%). The majority of the money was spent on 6s (61.62%), 48s (15.12%), specials (10.98%), rail (9.20%) and 96s (2.55%). Twentieth Century Fox were in 5th with the budget (£4.44m) spent supporting 9 films: A Good Day to Die Hard (52.46%), The Croods (14.28%), Hitchcock (11.77%), Trance (8.05%), Lincoln (5.86%), The Sessions (2.34%), Stoker (2.53%), Broken City (0.74%) and Life of Pi (1.98%). The majority of the budget was spent on 96s (40.39%), with bus (31.08%), tube (8.15%), 6s (7.82%), specials (6.29%), rail (5.34%) and 48s (0.93%) also used. Samsung were in 6th place spending £3.97m. The majority of their budget was spent on Samsung (99.98%). The majority of the money was spent on 96s (67.49%), airport (19.57%), 48s (6.09%). 6s (5.03%) and specials (1.80%). COI, ranked 7th, increased spend by 18.62% YOY supporting several departments: Department of Health (27.99%), Department of Education and Skills (31.48%) and National Citizen Service (11.11%) amongst others. Over a third of their spend was on 6s but they also used 48s (15.64%), specials (14.87%), tube (13.51%) and misc. sizes (10.19%) as well as bus, rail and airport. KFC were in 8th place spending £3.14m which represents a YOY decrease 25.10%. They invested all of their budget behind their food range. They were heavy users of 6 sheets (53.17%) and phone kiosks (46.59%). British Airways were in 9th place with £2.95m spend and an increase of 102.15% YOY. All of the spend went behind British Airways (99.53%) and BA flights (0.47%). The budget was mainly spent on specials (50.22%), airports (24.81%), 6s (19.11%)and 48s (4.62%) with 96s also being used (1.24%). Molson Coors UK were in 10th place with £2.91m spend, up 360.01% YOY. Their spend went on Carling (61.38%) and Coors (38.62%). Just under half of spend was on 6s (42.87%), but 48s (40.77%) and 96s (16.36%) 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-April 2013) MMO2PSAMARSSony EricssonInBev20th Century Fox Home EntertainmentAbbey/SantanderCotyEstee Lauder UKCamelot
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
Air New Zealand’s ‘Cuddle Class Tour’ To promote their innovative economy seating, the ‘Skycouch’, and flights from Heathrow to LA, Air New Zealand carried out a tour of London, showcasing their new seats to travel agents, the media and consumers. The ‘Skycouch’ was installed in the back of a clear truck and ferried around London, stopping off at numerous key locations across the city. On board the truck, guests were invited to play our bespoke Air New Zealand e-scratch card on an iPad with the chance to win prizes including a holiday to Palm Springs, New Zealand wine, DVDs and branded eye masks. Guests were also treated to Hummingbird cupcakes and encouraged to have their photo taken with our gorgeous Californian models.
To celebrate the release of Epic, a 3D GG adventure comedy from the creators of Ice age, psLIVE placed ‘The Epic Hummingbird Flight Simulator’ at Westfield Stratford and Bluewater across a weekend in May. On entering the simulator, participants found themselves immersed in a hidden world, flying through the sky as if they were flying on the back of a hummingbird, running from the evil Boggans and helping the heroine save the forest. In total, almost 3,000 people took part in the ride over the 2 days.
BT use OOH and a real-time system to promote BT Sport BT is using press, TV, online and extensive outdoor activity to promote the launch of its new BT Sports television channels. The campaign features Premiership football players Robin Van Persie, and Gareth Bale and Premiership rugby players Owen Farrell and Manu Tuilagi alongside the strapline: "BT Sport, Great sport happens here”. The OOH campaign was intricately planned to help launch the BT Sport brand with great stature in key football & rugby areas nationwide using multiple formats and including a real-time and reactive digital OOH element enabling messages to be adapted to location, time and current events.
Bingo operator Mecca is currently trialling NFC-enabled advertising on the UK's transport network, with the campaign set to extend if it proves successful.Mecca worked with Posterscope, in association with on-train media company KBH and Carat, for the campaign, which invites commuters to interact with in-carriage Mecca Tap4 touchpoint posters by tapping, scanning or texting to access Meccabingo.com, and receive a £50 freeplay sign-up bonus.Each touchpoint uses NFC tags and QR codes, and also provides a number to text to receive a link via SMS. The campaign is being trialled by South West Trains commuters, travelling on routes in West London.
Weetabix has unveiled a new campaign for its ‘On the Go’ range of cereal bars, that will run for four weeks across TV, print, online, OOH and DOOH.The campaign looks to target mums through the various stages of their morning, from watching TV while getting breakfast to OOH on their morning commute. This is the first time Weetabix has used OOH advertising for over three years. This highlights the increasing importance of the medium from a strategic advertising perspective, and is buoyed by ongoing advancements in technology, innovation and sophisticated consumer insight tools which are all helping to drive new levels of audience engagement.
From the 3rd to the 28th of May, TOTAL featured promotional activityat Nice airport. As an F1 sponsor, timing was based around the F1 race on May 26th in Monaco.TOTAL combined an experiential space to supplement their ‘standard’ signage around the airport. The stand consists of 2 simulators which are each set up with an F1 computer game where the users can compete against each other. There is also a Green Screen, where passengers can have their photo taken with Romain Grosjean, collect a print off and access it via Facebook. iPads are placed around the stand, which passengers can play games on/fill out a questionnaire to win a prize. Data already shows that the simulators are the most popular part of the stand.Hostesses were booked to encourage a ‘call to action’ and to aid passengers with the differing technologies.PSI worked closely with psLIVE and Blackjack Promotions on this execution.
As part of Tommy Hilfiger’s Spring Summer campaign, they booked double-decker wrapped buses which made their way through the city centres of Lille, Nantes, and Rouen on tailored routes, specified by the client. In Lille, they also booked hostesses who dressed head-to-toe in Tommy clothes, and jumped on and off the buses in busy locations distributing leaflets in order to drive passersby to go to the Tommy store.
The idea behind Vitaminwater #makeboringbrilliant campaign in the US was to take the ordinary, everyday and make it more exciting. At the Columbus Circle subway station digital screens displayed a “boring button”. When the button was activated, the screen revealed a funny clip that would brighten that person’s day. The call to action #makeboringbrilliant was supported through TV and online, asking fans to tweet @vitaminwater what was boring to them. Twitter would respond or tweet back at that person with a wacky image or video.
Macmillan uses gender recognition to advertising to target supportersMacmillan Cancer Support has launched a new outdoor fundraising campaign, which uses innovative digital face recognition technology to serve tailored adverts to men and women.The campaign ran on Ocean Outdoor’s digital screen at Westfield London using the latest “Look Out” camera technology.The new technology monitors the gender of the audience, with two gender specific creative executions; “No Mum should face Cancer alone” and “No Dad Should face Cancer alone”, both prompting a £5 text donation.When the immediate audience is less that 60/40, a generic ad is shown.Ocean launched its gender recognition technology at its Eat Street screen late last year.
BlackBerry Educates And Rewards Consumers With An NFC GameBlackBerry wanted to give people the ability to really get a hands-on experience with the phone as well as its’ bold new OS. They also wanted to draw attention to one of the technological edges the Z10 has over the iPhone – Near Field Communication or NFC.The Keep Moving Tour campaign was rolled out across the US almost immediately after the launch of the Z10. Featuring BlackBerry-branded vans equipped with a giant, completely functional Z10, doors that open up to reveal an NFC game board, and a seating area inside with the latest devices in both black and white. The vans didn’t take long to garner plenty of attention from people on the street curious to see what the BlackBerry Z10 is all about.
Antarctica Beer: Turning Beer into Train TicketsCarnival in Rio is exuberant and outrageous. So beer brand Antarctica as a main sponsor decided to match their advertising with a potent message of ‘Don’t Drink and Drive’. Arrive safely at home after drinking by using the a ‘Beer Turnstile’ at the metro station.A new underground turnstile accepted empty Antarctica beer cans as tickets. Via optical reading, each can was scanned and the gate opened. The person just needed to save the last (empty!) beer can and use it to get home safely.
Billboard Bug Spray Becomes Giant Insect TrapOrphea4D is an insect spray, and with summer approaching they tried something a little different to get noticed, by creating a billboard advertisement that traps and kills insects. The campaign billboard was setup just like any other billboard, but this one had transparent glue in the shape of what would typically be the spray from the can, ultimately catching any insect that touched the billboard.
Target Builds Life-Size 'Dollhouse' Inside Grand CentralThe glory of Grand Central Terminal got a little touch of Target recently when the retailer built a life-size dollhouse in the middle of the station to promote its Threshold home décor line.The 1,600-square-foot installation was made up of interlocking 4-by-8 panels that were fitted together in just 54 hours to create an open-plan house, as well as a patio and lawn area that will show off the line. There were somewhere between 3,500 and 4,000 products on display in the house, everything from towels to lamps to throw pillows, and each one -- other than a couch, a dining room table and a headboard -- are for sale by Target.The house was "designed for exploration" for the more than 500,000 people who visit the terminal daily for commuting, shopping and dining. There were"guest interactions" scattered throughout the house -- for example, in the bathrooms, there were makeovers being offered -- and staff members inside the house were on hand to show off products and encourage people to touch them and use them. The project coincides with the terminal's centennial celebration, which is sponsored by Target.
Talisker creates 'world's first interactive storm'A tailored made 25-foot interactive installation was created by Talisker Whiskey, who are taking their Scottish weather on tour to promote their new libation, Talisker Storm.The whiskey-makers wanted to bring their tempestuous weather to whiskey-drinkers across Europe, beginning in London, outside the Design Museum on the Southbank. With the help of infamous weatherman Michael Fish, the team presented an interactive storm complete with fog, rain, lightening and wind. Brave people could choose how much of a beating they wished to take, and then warm themselves with a complimentary glass of the gold stuff while the hardiest had the opportunity to win a bottle.The interactive storm will also be featured in Munich and Madrid later this May.
Child Abuse Poster Deliver Encrypted Message Only Children Can SeeThe Spanish organisation ANAR recently released an ad campaign that can only be seen by the children suffering from abuse – without alerting their abusers in the process.Using a technique called lenticular printing – which is also used for 3D posters – the foundation has created a poster that displays different images depending on the angle it is viewed from.So, for anyone over 4’5″ they see a poster with a normal child and a slogan that reads “sometimes, child abuse is only visible to the child suffering it.” When viewed from the height of an average 10-year old boy however, the image is a child with bruises on their face, a hotline number and the message, “if somebody hurts you, phone us and we’ll help you”.
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”
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.
Ocean Outdoor has launched its first full motion city centre screen in Leeds with campaigns featuring Samsung, Nationwide, Marks & Spencer and Costa Coffee.The Screen@ Trinity Leeds is located above the main entrance to the newly opened shopping centre, Trinity Leeds, overlooking the busy thoroughfares of Albion and Commercial Streets.The screen measures 6.1 by 3.5 metres. Its location is in one of the UK’s busiest business and shopping districts offering advertisers a chance to reach an audience of more than one million city workers and shoppers per fortnight.According to figures from Leeds City Council more than 24 million tourists visit Leeds city centre on day trips every year.
CBS Outdoor UK brings ultimate holiday ideas to the Tube CBS Outdoor UK has launched a bespoke new content series in partnership with the world’s leading travel content provider, Lonely Planet, giving commuters on the Tube a taste of 1000 ultimate global sights. The content will run for a year on CBS Outdoor UK’s XTP digital screens on the London Underground across zone 1 stations.
CBS Outdoor UK hosts ‘All Eyes on London’ conference CBS Outdoor UK held a conference on 26th April to remind brands and agencies about the value of targeting London audiences through Out-of-Home formats in the capital city. CBS Outdoor UK highlighted the fact that London is an iconic world city and an economic powerhouse, being number one for fashion and retail, a centre of culture, creativity and innovation and continually prospering ahead of the rest of the UK.
Outdoor hits £213.2m in Q1 2013 The Outdoor Media Centre announced that outdoor revenues grew 0.1% year on year in the first quarter, to £213.2m. 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 as advertiser’s 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.
From arousal to behaviour: How out of home influences the five stages of brain reaction Primesight have recently worked with psychologists, Dr Evans and Dr Gibbons, from University College London to identify the brain reaction affected by outdoor media. ‘Every step of the way’ is an insightful review of how posters provide an effective advertising platform to influence buying behaviour, drawing on work from nine academic studies and established factors which can trigger influence. The review identified that outdoor advertising affects all the five stages of brain reaction ‘arousal’, ‘attention’, ‘memory’, ‘attitude’, and ‘behaviour’.
Clear Channel launches nationwide Mobile Platform consumer campaign Clear Channel has launched a nationwide campaign to raise consumer awareness of their new Mobile Platform, which launched on 10,000 Adshel and roadside panels in March. Consumers who tap or scan their smartphone on interactive tags next to posters featuring ADi, the robot quiz master, will have a chance to win £1,000 of technology vouchers in a free-to-enter competition. Anybody who answers all three questions correctly will be able to enter a prize draw and share their success with friends on social media. The competition will run until the end of July.
THE INEVITABLE UNION OF MOBILE AND OUTDOORThe impact of digital and social media on advertising has never been greater.Digital has touched every aspect of business and personal lives, including news, media, social and of course those advertising dollars, but it is the new explosion of mobile meeting with outdoor that might just be the most significant yet. 2012 saw the year of mobile, 2013 could be the year when mobile integrated with Outdoor to supply the advertising world with a superior marketing proposition.Interactivity is at the heart of such explosions but it isn’t new. The advent of Bluetooth saw the birth of outdoor advertising’s digital interactivity where, for the first time, poster could originate content on to a mobile device. Unfortunately for Out Of Home it never really turned into the diamond that some hoped it would be; it deemed to be intrusive and unusable. However, during this period, the industry has been concentrating on one off structures and digital screens, but apart from a nicer looking display, nothing has really changed… or has it?The industry is excited about NFC, but the real buzz should be about using triggers in posters prompting consumers to engage in searches for further information about a brand or a product via their phone. Whether it is through NFC, QR, WiFi, Facebook or Twitter it doesn’t really matter. What matters is that outdoor is activating contact on a mobile phone. It will be the connection that will allow the marriage of mobile and outdoor. Advertisers can now influence consumer behaviour whilst on the go like never before. The caveat here is that advertisers need to ensure they do not abuse the new found value exchange. When content has no value it becomes intrusive and irrelevant. Posters are only genuinely conscious when the content is creatively brilliant, relevant, personalised or engaging. Get this right and there is an opportunity to extend the relationship with the customer past the poster into the world of social and beyond.Take the single billboard bookings, or ‘one site wonders’ as they are affectionately known that have hit the headlines this year. Job hopeful Adam Pacitti spent his last £500 on a billboard, advertising for employment. The poster caused such a stir across social and mainstream media that he recently took another billboard advert to celebrate a new job. Inspired by this, The Sun journalist Lee Price recently put up 3 billboards to invite people to interact with him in online and real life; but this can’t happen for a brand, right? Wrong. Unilever’s ‘Even Angels Will Fall’ augmented reality campaign with Lynx with only 2 sites proved this by generating 1 million hits online.In a digital age, Out Of Home is quickly becoming established as the natural gateway to drive interaction through social media that is providing the power to change consumer behaviour and has brought a more granular level of measurability.The inevitable union of outdoor and mobile means we can now evaluate not just the impact of outdoor advertising but track the action it has prompted consumers to take, thus the year when outdoor met mobile.
Largest Poster Site Outside London Unveiled in Piccadilly Gardens On Monday 20th May, the largest poster site outside London was unveiled in Manchester’s Piccadilly Gardens. The first advertisement to be displayed on the 508 square metre site will be the England Nike kit, featuring Manchester United’s Danny Welbeck.
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.
More variety<200 gymsin the UK
inlate 80s.Today thereare over6000.2012 cinemaAdmissionswere over173mFirst UKStarbuckslaunched in199892% of theUKpopulationown/use amobilephonec.36,847new pubs &restaurantshave openedin UK since1963
Deeper understandingheavy mobile web users
are 65% morelikely to visit a price comparison site afterseeing an OOH advertisementof all adults have searched online afterseeing an advertisementMen regularly purchasing products withtheir smart phone indexes at...65%20%201
OCS5 tells us which products
are bought on impulseand what triggers these spontaneous purchasesBase: GB 15-75 years old who have ever bought ANY product category spontaneously = 41.9m (6,178 )Bought spontaneously = “Purchase product and brand completely on impulse” OR “Spontaneous decide to purchase product whenout/shopping, but need to decide which brand & where” OR “Plan to purchase product, but not decided which brand before go out shopping”Source: OCS5 Brand StudyOOH Adverts seenpreviouslyOOH Adverts onthe way to shopsOOH Adverts outsidethe shopAdverts inside theshopThe Journey To The ShopIn-storepromotionsMulti discountdeals/salesCoupons/vouchersPROMOTIONSAll friend’s,partner’s, children’srecommendations/pressureWOMDesire/Just want itA Neede.g. ThirstBeen paid/Moneyto spendRewardYourselfYourmoodMOOD/MINDSETCinema /theatre ticketLottery/betting slipsBooks/Mags/NewsConfectionary/SnacksAlcoholicDrinksToiletries/CosmeticsFashion/Clothes/ShoesPersonalElectronicsEntertainmentitemsSoftdrinksFastFood
Route in numbers1,600 towns covering
the whole country24 conurbations28,000 respondent sample360,000 sites in the first release3.5m pathways mapped160 million records in the data set
Audience Age, Class, gender Over
250 questionsAll demographicsExposure to other mediaLeisure activitiesShopping habitsInternet and technologyEventsEtc, etc, etcPostar RouteGeography ITV areas 12 Barb areas24 conurbations1,600 townsBespoke e post codesArea where the audience liveArea where you wish to advertiseDynamic Frames Scrolling = 3 x static frames Approach velocity and time in viewEye-tracking factor for dynamic imagesAccount for % of display timeImpacts vary by time of day – dependingon real measured speedsImpacts vary by share of display timeRoute v Postar
Advertising Roadside, Llimited tube packsmaximum
of two formatsRoadsideBusTube / rail stationsAirportsSupermarket car-packsRetail malls and Shopping precinctsDLR/metroWork with any format, combination or locationPostar RouteDay-parts No day-parts Eight day-partsMorning peak, day time, afternoon, eveningLocation and attributes Specify distance between adsSelect frames within a defined radiusSelect in proximity to points of interestShow selection on mapsSee on street viewFilter by required characteristicsRoute v PostarIllumination Factors for backlit/frontlit roadsideReflects time of yearFactors for all forms of illuminationRoadside and busAccounts for secondary light sourcesReflects time of year
Route – the benefitsGreater Accountability
– Coverage & frequency on combined OOH campaignsBespoke delivery system through TelmarMoves from Reporting to Planning toolPotential to move OOH from solus panel rate trading to audience tradingConstructed to be future proof for new environments
UK leads global digital market86
media owners126 networks49 environments (20% unique to digital)+200,000 screens(excludes Piccadilly Circus & SkyPub/Setanta)Delivers, on average, 342 Million net impacts per typical 2 weekcampaignc. 8% share of digital screens Worldwide
We live in a real
world where...New technologies arecontinually emergingCompetition isfierce, choice isinfiniteData is the new rawmaterialPeople are on themove and expect todoanything, anywhereMedia is not onlybought but earnedand ownedThe pace of change isfaster than everbeforeBusinesses andmarkets converge orfragmentOOH must bechameleon-like tothrive in thatenvironment…
We’re re-defining Out-of-Homeas a new
ecosystem; inter-connected and inter-dependentGoogleFacebookAmazonApplePostersServicesMobile etcLaptopsTabletsRetail media &assetsOwned OOH(e.g.. deliveryvehicles, buildings)NetworkedVideo ScreensContentTechnologyAdsPhysicalExperiencesPublicspacesPlatformsApps &GamesDataCommerce& CouponsPeople& Places
543 millionpeople globally access Facebook
via mobileSource: Techcrunch, July 201281%of smartphoneusers access theInternet on theirmobile devicesSource: Google Insight48%of all Twitter users would tweet afterseeing a funny posterSource: OCS5 (February 2013)73%of British smartphone owners have usedtheir phone when they are out shoppingto check prices, look for offers or useappsSource: The Cloud62%The UK smartphonepenetrationSource:BusinessInsider,October2012
“Understand our clients’ search and
social strategies, to makeOOH work harder, to create innovative solutions and moreconvergent campaigns”Social strategy campaign timelinePre - Live your brand through socialmedia and plan a campaign using new„tools‟During - Monitor a campaign‟s success inreal timePost - Judge the success of a campaignQuantative Measurement e.g.Twitter followers / mentions / reachTwitter GeographyFacebook likes / fans/CommentsAverage Engagement RateYouTube Views / subscribersSearch and Social strategy
PRECAMPAIGNPOSTCAMPAIGNUnderstand how to measure attribution
for OOH.Discover if econometrics has been used.Search and website traffic can provide insights for planningcampaigns: Insights around regionality, keywords, demographics.Proving OOH drives (mobile) search.Campaign TimelineBuilding relationships with search teams is integral. They need toknow about OOH activity and to ensure strategies are aligned.Creative optimisation can be done to ensure maximumeffectiveness, e.g. Linking search terms / unique OOH search term.Search and Social strategy
Eurostar LiveWinnerGrand Prize andBest Use
of Digital in OutdoorCamelot Instants Socialising ScratchcardsHighly CommendedBest Use of Digital in OutdoorChannel 4 ParalympicsWinnerBest Use of Outdoor in a MultimediaGreggs the Baker Taste Rescue Centre„Highly CommendedBest Use of Outdoor in a MultimediaODA and TFL Travel Demand Management „WinnerBest Use of Multi FormatsLastminute.comWinnerBest Use of Continuity