Welcome to The Real World, Posterscope’s Out-of-Home landscape document that covers all the key facts and figures, market dynamics and drivers, revenues, new and relevant media and industry news and understanding the connected consumer.
This document is updated on a monthly basis.
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 OOH
Traditionally 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...
For example, it incorporates all kinds of bespoke placements, exhibition spaces, client owned inventory and BTL retail communications.
Plus the technology that consumers use when they are out and about - in principle, a laptop can be just as OOH as a poster
And there’s a whole range of things that can be layered on top of straight advertising;
Services (search, public utility content on screens) Experiential concepts Platforms (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 parts
What’s interesting about the OOH ecosystem is that it overlaps with other major global ecosystems e.g.;
Google (video – YouTube, search, mobile display, Gmail, Google+) Facebook (website, mobile app/site, f-commerce) apple (iPhone, iPad, iTunes, iAds) Amazon (app, website, affiliate)
But unlike them, the OOH ecosystem isn’t dominated by any large multi-disciplinary multi-nationals
Posterscope aims to help bring a lot of this together.
This section examines how we can understand the connected consumer in greater depth. It encompasses industry and proprietary insight, media owner consumer panels and Route, OOH’s revolutionary audience measurement system.
OCS is Posterscope’s proprietary consumer survey based on a representative sample size of over 6,000 adults. It evaluates their OOH activities, their attitudes towards, and opinions of, advertising in different environments, and 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 may 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.
Posterscope’s Out-of-Home Consumer Survey (OCS) is now present in 30 countries with a total of over 100,000 respondents. The UK is just about to launch version 7, which has a total sample size of 6,827 and incorporates over 40 OOH formats in the analysis.
New for OCS 7 is:
250 brands across over 14 categories Consumer Journey questions across 21 categories including purchase frequency, locations purchased from, planned vs spontaneous purchases and category/product search on smartphones/tablets when OOH 18 airports flown from Airport Advertising noticeability by area Noticeability of 11 types of OOH customisations Mobile response after OOH priming Word of Mouth for Experiential Events Level of interest in 9 Contextual OOH Messages e.g. weather, time of day Level of interest in OOH Content e.g. local attractions, News feeds, Social feeds Excitement about Annual Events e.g. Bank Holidays, Fathers Day OOH Interaction Methods e.g. Facial Recognition, Voice Controls, Touch Screen
OCS 7 2015
PA TouchPoints is a unique, consumer-focused, multi-media database which has been produced (for the communications industry) specifically to provide insights into how people use all media.
TouchPoints provides two distinct databases: the first, the Hub Survey, provides a detailed view of ‘a week in the life’ of consumer behaviour. Respondents record their activities for every waking half hour over a seven day period, giving a unique view of people's daily lives and how their media usage fits into these patterns. The survey, involving c.5,500 adults, gathers information through individuals' e.Diaries and self-completion questionnaires.
The second database, the TouchPoints Channel Planner is the only industry available, multimedia channel planner. It has been created by integrating the industry media currencies onto the Hub Survey. In addition, users can integrate their own databases or proprietary tools to build a more complete picture of their company, clients and brands. TouchPoints, now in its 5th generation, is a two-pronged system which comprises of an e-diary and a self-completion questionnaire.
What's new for TouchPoints5?
Both questionnaires have been completely reviewed and revised to reflect the changes in media consumption today. We are moving towards using an app to collect e.diary data. Those respondents with a smart phone will be asked to download the app onto their own phone rather than carry around a PDA. In addition the app will collect passive data - it will collect everything the respondent does with their mobile phone. The main changes to the TouchPoints self-completion questionnaire are in the following areas:-
- Harmonisation of frequencies across media consumption - TV viewing - including catch up VOD and short form films - Music in our day - Tablet use - Apps use - Engagement - Shopping - payment forms - Information sources -Mail - direct mail and advertising mail - Technology - Events - Social Circles - Pet ownership
The main changes to the TouchPoints diary questionnaire are in the following areas:- - Location – added “in someone else’s home” - Location – added “attractions/events” to “Elsewhere indoors” - Activities – now split out: -Snacking / Drinking / Eating a meal - Shopping – Groceries split out main shop and top up shop: Online via a laptop/desktop / Online via a tablet / Online via a mobile phone device - Media consumption by device: TV via TV set / TV via the internet or an app / Radio via a radio set or a TV set / Radio via the internet or an app / Newspapers/magazines in print / Newspapers/magazines via the internet or an app - If listening to the radio or TV via the internet - through which device? Laptop/desktop / Tablet / Mobile phone / TV with internet connection / Games console / Any other device - If reading a newspaper or magazine via the internet - through which device, as above but with the addition of e.readers e.g. Kindle - Social networking sites used: Facebook / Youtube /Twitter – Instagram / LinkedIn - Google+ - Social networking via what device? Laptop/desktop / Games console / Tablet - TV with internet connection / Mobile phone - Any other device Emoticons now include: Angry / Happy / Alert / Bored / Sad / Relaxed / Confident / Tired / OK/fine / Frustrated / Stressed / Positive
For the first time we will be collecting data passively via an app on the respondent's own smart phone.
For more information http://www.ipa.co.uk/Page/About-TouchPoints#.Uz0ih_ldXVk
JCDecaux Unveils ‘Connected’
JCDecaux has unveiled ‘Connected’, a new community of three audience panels that delivers unique insights across JCDecaux’s rail, roadside and retail portfolios. ‘Connected’ is a targeted insight tool for brands and agencies to find out more about hard-to-reach audiences to help deliver high-impact campaigns.
Building upon the success of the ‘Connected Commuter’ rail community, JCDecaux has re-launched ‘Connected Commuter Rail’ and has unveiled ‘Connected Commuter Road’ and ‘Connected Consumer’. Questions can be posed, based on any category or current trending topic, to the whole ‘Connected’ community or to each panel separately. ‘Connected’ also allows brands to tailor or adopt an advertising campaign to a specific audience through dynamic content on JCDecaux’s digital screens, with results delivered within hours.
Ngen , a unique audience insight community, was launched in June 2013 and was repeated in 2014 with 10 new brand partners
Clear Channel’s new audience insight community Ngen, allows Clear Channel and their brand partners to participate in a hosted, two-way dialogue with 400 engaged and connected 18-34 year olds from eight major UK cities. The community will cover a wide range of topics close to the hearts of its participants, creating great insight for this influential audience.
Ngen participants are from a tech-savvy generation who are used to documenting their lives through social media and are happy to interact online. Ngen builds on the community’s familiarity with social media to gain a deep insight into who they are, where they go and what they think about the latest hot topics.
Some key Insights from the 2013 study included
• 95% Ngens still shop on the high street with the corresponding figure of 71% for online. Smartphones are also key with nearly half using smartphones for shopping related purposes • 52% of Ngens rated their smartphone as the technology they would keep above all else • 63% of Ngens agree advertising is important to a brand’s identity and almost half say they prefer targeted communication over general advertising. The contextual opportunities provided by OOH advertising is therefore key to this audience • Ngens are also one of the audiences that are key to the UK economy returning to positive growth. They have continued to spend and often think about the now rather than the future with 59% not contributing to a pension and 65% spending the same if not more on retail in areas such as clothing, footwear and consumer technology
Detailed infographics on other Clear Channel audiences can also be found at Clear Channel Audiences - www.clearchannel.co.uk/think-big-think-adshel
work.shop.play is an online research panel consisting of people aged 16+ who work, shop and play in the UK’s urban areas. It quickly provides up to date research and insight into the urban audience’s opinions, mindsets and behaviours, which can be used by Exterion Media to generate valuable audience insight and help shape clients products, services and communications. Weekly studies are run to generate behavioural, motivational and product usage insights about our audience. To ensure panel members are kept engaged and consistently feeling part of ‘The Urban Community’ – an interactive platform has been built, hosting a programme of rewards and benefits in order to incentivise participation. The panel is nationally representative with an up-weight to account for London audiences, and a total size of 10,000+ members. Vision Critical host the panel on behalf of Exterion Media.
Work.shop.play now have an interactive dashboard available here: www.exterionmedia.co.uk/insight
Insight for some individual categories is also available through brochures such as The Look Book and Urban Food.
The Look Book gives ideas and inspiration around Fashion & Beauty from market trends to purchase journeys for specific fashion segmentations.
Urban Food delves deep into city dwellers eating behaviours for all the main meals of breakfast, lunch and dinner to snacking mid-morning, mid-afternoon and in the evening.
work.shop.play. was awarded the accolade of Insight Panel of The Year at the 2014 Vision Critical EMEA Summit. Vision Critical manages over 700 communities and each year awards a prize for the best performing EMEA community.
The award win follows a successful year for work.shop.play., the insights from which offer Exterion Media insight into the thoughts, mind-sets and behaviours of urban audiences. The panel has seen astounding growth of more than 50% in 2014; membership numbers now stand at 10,634 up from 6,823 at the start of the year; making it the biggest online urban community of its kind in the media industry. In addition, a 50 strong mobile community has been launched.
Media Digest is Posterscope’s bi-annual update of the latest research and insight relevant to the OOH industry.
This latest edition, released in January 2015, features a broad economic outlook and highlights from the Bellwether review which shows marketing budgets reached their third highest level in the survey’s history.
It also includes a thought piece on how Behavioural Economics can be applied to planning OOH, based around the key principles which emerged from the Behavioural Economics research and development commissioned by the IPA.
In addition, it covers mobile insights looking at how research for Lenovo proves the value of optimising OOH campaigns using mData, insight tools Crimson Hexagon and IPA Touchpoint 6 as well as the latest research from our media owner partners.
The next edition will be released in July.
The report is located here: http://www.slideshare.net/Posterscope/posterscope-media-digest-january-2015
Route, which launched on February 26 2013, replacing Postar, is OOH’s revolutionary new audience measurement system enabling greater targeting across more environments than ever before. It incorporates the latest measurement technology and covers all major formats – which acts as a catalyst to allow OOH to be truly accountable in this increasingly multi-media, multi-platform world.
£19m was invested in the research which took 4 years in the making.
The research study, undertaken by Ipsos MediaCT and MGE Data, combines several elements:
Route launched with the largest ever GPS travel survey with a fieldwork sample of 28,000 people, who each carried a GPS meter for nine days revealing how people move around as they live day-to-day. In total 19 billion GPS records were read to date and will increase by 3.3 billion every year. The most recent fieldwork worked with a sample of 29,808 and will be absorbed into the next data release (year 6 2013-2014). To ensure that the sample reflects what people are doing in the real world, the first year of respondent data is removed, to keep the sample rolling. - A mapped network of all the pathways in the country (including tube stations, retail mall precincts, and all types of roads) to which traffic flows and audience numbers have been affixed – the Traffic Intensity Model (TIM). - Also from the TIM, the realistic opportunity to see (ROTS) has been calculated - Pioneering eye-tracking studies gauge the likelihood to see (LTS) factor of the various types of display. The research accounts for scale, orientation and distance. It also calibrates properties such as movement and illumination.
Route, based on a sample size of 29,080, encompasses all outdoor environments – roadside, bus, Underground and train are already featured, with retail, airport and pedestrian environments to follow soon. Additions such as leisure and taxi audiences are expected to follow in 2015. The launch data includes 360,000 frames for road, bus and tube. It is designed around hyper-local geography allowing you to select from 24 conurbations or the 14 BARB areas.
With the release of Route there is a significant opportunity around the use of the data, as it can be the catalyst for the industry to behave in a very different way.
Route is not a planning or optimisation tool, (more a detailed reporting tool) but as investing underwriters, Posterscope (along with Kinetic, Rapport, Exterion, JCDecaux, Clear Channel and Primesight) have unique access to the ‘raw’ IPSOS data files (which includes all the recorded information for the 28,000 respondents in the GPS travel survey and the full frame universe database together with all of the visibility characteristics that contribute to the audience delivery). In addition we have the gold standard algorithmic code that is the basis for the outputs from the collected data. This dataset is a crucial element in our development of a unique proprietary planning tool, and trading by audience.
Sources: http://www.gfk.com/news-and-events/press-room/press-releases/Pages/Global-smartphone-sales-new-Q1-record-as-4G-ramps-up.aspx Internet retailing http://internetretailing.net/2014/04/monthly-contactless-card-spend-tops-100m-and-nfc-sim-shipments-boom/ http://searchenginewatch.com/sew/study/2343577/google-local-searches-lead-50-of-mobile-users-to-visit-stores-study# http://www.thinkwithgoogle.com Google Insight facebook.com, 2014 http://www.gartner.com/newsroom/id/3008917 http://www.gartner.com/newsroom/id/2996817
Sources: The Guardian Feb 2015 http://www.theguardian.com/money/2015/feb/12/contactless-card-payment-limit-rise Facebook http://www.adweek.com/socialtimes/files/2014/06/social-media-statistics-2014.jpg https://ondeviceresearch.com/blog/global-smartphone-penetration-2014 http://www.gartner.com/newsroom/id/2905717 http://www.mycustomer.com/feature/social-crm-technology/connected-consumer-shopping-goes-social/169046
What was the idea? Two years on from our successful UK launch, we wanted to develop a campaign that moved beyond simply improving brand awareness. The objective was to actively engage fans with content relevant to them. We also wanted it to reflect our summer campaign of getting gig tickets, not #gigenvy. We needed a dynamic campaign that adapted to users in real time, giving details of entertainment at venues relevant to them. It would also need to stretch across April to August.
What was the media strategy? To reach fans at the right time with the right content across multiple channels, whether through outdoor, mobile, social, paid search or earned media. That means giving fans or potential fans relevant information in different ways to show them that we are the brand to trust when it comes to selling or buying tickets to the events they love.
How are you using outdoor? We share a live feed of concerts, focusing on Londoners making decisions at the last minute. The campaign is live Wednesday to Friday, between 4pm and 7pm – critical times for weekend planning and commuter hours with high footfall. It runs on Clear Channel’s Connect Mobile Platform, allowing people to use their smartphones to tap or scan the interactive tags via NFC or QR-code technology. This takes them to a mobile-friendly version of our site where they can buy tickets. This allowed us to be seamlessly integrated while giving fans content that was relevant to them – and at the right time.
The campaign was planned and bought by carat Manchester and Posterscope Manchester
Via: Marketing Magazine
British Gas Targets Commuters with Hive Active Heating DOOH Activity
British Gas’ Hive Active Heating has mounted a digital out-of-home push to highlight its product to commuters and travellers heading home to a cold house as summer draws to an end. Running on digital screens across London train stations, bus stops and office foyers, the responsive ads feature temperature updates and tailored messages to remind travellers and commuters that with Hive they can control their heating and hot water from their phone. Using Liveposter the feeds deliver bespoke messages – such as ‘Chilly back in Blighty? Get your home all cosy from your phone’ and ‘Keep the Malaga Mood. Turn on your heating and hot water from your phone’ – and pull in arrivals and delays via live feeds as well as temperature details. Transvision screens at London train stations and digital six-sheets at bus stops let commuters know when transport is delayed and remind them to warm up the house while they travel. Office foyer messages serve up temperature reminders. “As the nights close in and temperatures drop, we want to remind busy, active Londoners and commuters there’s a clever, easy way of staying in control of central heating as well as energy costs,” explained Pamela Brown, head of marketing and insight for connected homes at British Gas. “We love this campaign, as it uses smart technology to communicate a smart brand idea – you can now control your heating and hot water wherever you are.” Created by CHI&Partners, the digital out-of-home push was planned by Carat media and implemented by Posterscope and forms part of a wider campaign spanning TV, radio, digital and social to drive awareness of Hive Active Heating. Hive launched in October 2013 with 100,000 households now using the product to control their central heating and hot water. Via: The Drum
Store projections were executed to launch the new Tommy Hilfiger store on Brompton Road.
Film group Entertainment One tasked experiential agency psLIVE with bringing to life the Woman In Black to market the horror character’s latest film, Angel of Death.
psLIVE responded with two spooky stunts as part of the film’s #SheNeverLeft publicity campaign . The first prank took place at the Odeon in Greenwich on 20 and 21 December and featured a poster that came to life. An actress dressed as the spooky spectre hid behind a translucent screen and screamed as the poster lit up to scare unsuspecting passers-by.
The second stunt took place at Odeons in Kingston and Newcastle on New Year’s Day, where the Woman in Black walked through the cinemas scaring movie-goers as her film played.
Balpreet Mangat, business director at psLIVE, said: “We were thrilled to work on the hotly anticipated release of The Woman in Black: Angel of Death. It has been a pleasure to work with a film studio that is keen to push the boundaries and create a stir amongst fans. “The pranks have gone down really well with viewers and we’ve seen some hilarious reactions from fans who have been genuinely scared.”
Online fashion retailer, Very.co.uk, launched a digital ‘window shop’ for the Christmas party season using an empty shop window in Liverpool’s shopping and leisure complex, Liverpool One. The ‘window shop’ incorporated both NFC and QR code functionality which allowed passers-by with smartphones or tablets to scan and shop the collections on the Very.co.uk website. Purchases ordered before 9pm were delivered for free the following day. The windows featured three of Very.co.uk’s key festive trends, Glitz and Glam’, ‘Rock Chic’, and ‘Snow Princess’, which were specially created to appeal to the tastes of Liverpool’s shoppers, based on their typical browsing and purchasing habits with the e-tailer. The campaign was planned and bought by Posterscope and Carat.
During a fictional graffiti billboard campaign promoting the demise of Gio Compario, Twitter saw a huge increase in buzz. OOH was the only live broadcast media during this period proving its power to influence digital behaviour.
Increase brand consideration Create a unique & authentic graffiti campaign in OOH
Avoiding quality backlit and scrolling formats by selecting undesirable locations, increasing authenticity of the creative.
MINI Fan the Flame.
In this campaign, executed by Posterscope Belgium, MINI 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…
Whoever’s ‘burst of flame’ broke the rope and set the MINI Countryman free, got to keep the car.
Lurpak Launches Experiential Campaign for New Cook’s Range
Arla-owned Lurpak launches a fully immersive experiential and digital campaign targeting “passionate cooks” to promote its new Cook’s Range. Running from 24 to 26 April, the campaign integrates JCDecaux’s advertising screen Motion@Waterloo, with an interactive experiential campaign, where three celebrity food ambassadors, including Lily Vanilli, Tom Sellers and Valentine Warner will be aiming to inspire visitors to “start their food adventure”.
The high-definition screen at London’s Waterloo station will stream live content captured on the food stand throughout the campaign.
Stuart Ibberson, senior director for BSM at Arla, said: “We’re really excited about landing our new Cook’s Range in such an innovative way, being able to tie into the sense of theatre Waterloo offers and create an industry-first in the process is fantastic. We’re really looking forward to launching our new products to customers old and new and seeing how many food adventures we can inspire.”
Around three million visitors are expected to interact with the campaign and will be encouraged to enter competitions on Twitter using the hashtag #foodadventures after trailing the product at the stand.
Following the London launch, the campaign will roll out at other stations across the UK, including Manchester, Leeds and Glasgow.
This was a fully integrated campaign involving BD Network, Carat, Posterscope, psLIVE, LIVEPOSTER, Wieden & Kennedy, JCDecaux and JCDecauxLive.
Via: The Drum
Xbox is using augmented reality digital out of home in a global campaign to promote the launch of new open world game, Sunset Overdrive. Conceived by Xbox and Empowering Media, and produced by Grand Visual, the campaign sees augmented reality (AR) DOOH executions taking place in San Francisco, London, and Melbourne during the week of the game’s worldwide launch. Available exclusively on Xbox One, Sunset Overdrive is a stylised open-world shooter set in the fictional metropolis of Sunset City in the year 2027. The game requires players to transform the open-world into their tactical playground by grinding, vaulting and wall-running across the city while using a devastating, unconventional arsenal to save Sunset City starting 28th October. The creative for the campaign draws on key aspects of Sunset Overdrive’s story and gameplay to create a digital out of home AR experience that conveys the dynamism and excitement of the game. Each of the three international activations is based on a similar concept, but creative has been tailored to the specific country, location, and screen environment. The San Francisco activity — launched on 27th October and active for four weeks — appears on ten of Clear Channel Outdoor’s touch-screen equipped bus shelters. One screen features an augmented reality activation that shows mutants appearing to run amok in the street. Bus travellers are drawn into the world of the game as hordes of mutants appear to jump off the rooftops and out of the windows onto the sidewalk adjacent to the bus shelter. Creative also features an image of energy drink Overcharge Delirium XT (a key element of the game’s backstory), the game poster, and release date information. The remaining nine San Francisco sites are touch screen sites displaying exclusive game content. Users are able to interact with the screen to select the content they wish to see. “The Xbox team was thrilled with the opportunity to provide a truly immersive experience for our fans, bringing the open world of Sunset City into the real world in a unique, compelling and memorable way,” said Julie Lowe, Xbox Group Marketing Manager, Global MarCom. In the UK, activity is taking place at Canary Wharf where Grand Visual has worked with Dentsu Aegis Network, JCDecauxLive, and Russell Signs to create a special build site that incorporates a large LCD screen into a purpose built crate. Creative for the UK activity features four different augmented reality concepts played in a loop. Much like the San Francisco AR activation, members of the public are presented with an immersive experience in which game characters appear to come to life in front of their eyes. The UK activity started 27th October and continues until 31st October. The Australian element of the campaign will feature a single augmented reality DOOH execution on a JCDecaux Innovate screen situated in Melbourne’s Southern Cross Station. Again, the creative will feature the mutant horde, but this time members of the public will think they are looking through a window and witnessing the mutant mob overrun the station. That activity will run from 30th October through to 3rd November, coinciding with the popular gaming Penny Arcade Expo (PAX) at the Melbourne Convention Centre.
As the web becomes increasingly hyper-local and businesses / consumers create more location-based data, there are huge opportunities to use the latter to inform and optimise OOH planning, plus measure effectiveness.
Electronic transport tickets, sat navs, loyalty cards, mobile search, mobile wallets, plus numerous websites / mobile apps are just some examples of how technology is being used to create location-specific data trails – all of which have the potential to help determine which OOH sites, day-parts, and creative treatments are most effective for a particular campaign.
Location based tweets provide an ideal data set to mine, thus helping us infer which posters may be more effective in influencing a consumers digital behavior. The map shows tweets generated in Nottingham in a 7 day period
The pins show poster locations, while the color represents the associated index of the volume of tweets (generated in a 200m proximity to the poster).
Red pins are the highest indexing posters that people tweet in proximity to.
Strava is website and mobile application used by runners and cyclists to track runs and rides through GPS. Combining stat tracking with social networking, it provides route rankings, reward badges and timed challenges to its users.
The Strava map above shows cycling activity during the night of the Dunwich Dynamo, 20-21 July 2013, when a thousand or so people cycled from London to the Norfolk coast.
A snake of light shows the riders gliding through the night, while the bright lights appearing all over the UK and Europe are regular users of the app.
This data source provides fascinating location based data trails and helps us identify which roads index highest to target cyclists in the UK, helping us make a more data driven approach to selecting roadside locations to place OOH posters.
Out of Home 200% More Effective When Mobile Data is Used to Plan Ad Campaigns
Big data partnership hailed as game-changing as it improves out-of-home advertising effectiveness by a significant margin Posterscope clients using EE data include Lenovo, Nationwide, RBS, Studio Canal, Very.co.uk and British Gas.
Out-of-home (OOH) advertising is 200% more effective when mobile data is used to plan campaigns, according to initial results from Posterscope’s exclusive mData partnership with EE.
In a trial conducted from January to May 2014, the pioneering out-of-home (OOH) communications agency used EE’s anonymised and aggregated group level network usage data to optimise OOH media selections and measure increases in ad awareness, purchase consideration and online searches across 120,000 usage hotspots. Clients, including Lenovo, Nationwide, RBS, Studio Canal, Very.co.uk and British Gas, took part in the trial.
To achieve the results, Posterscope feed its proprietary ‘Planner’ app, an algorithm-based tool powered by Route, with EE’s mData. This data was then used to gain insight into consumers’ movements and location-based digital behaviours when they were out of their homes. This revealed how, when and where mobile devices are used in relation to, and in the proximity of, OOH media sites nationwide.
“Mobile data is the OOH industry’s biggest game-changer in a decade,” said James Davies, Chief Strategy Officer at Posterscope. “We set out to redefine the approach to OOH planning using big data from EE and the partnership has really delivered.
“We can now accurately identify which outdoor sites are seen by users of particular websites or apps and what they are doing on their mobile devices at the time. For example, we now know Surbiton and London’s Caledonian Road stations both deliver major peaks in visits to fashion related websites so placing relevant OOH adverts in those areas will increase ad effectiveness.
“A lot has been written about big data’s usefulness recently but this is a real-life example of how we’re using it to transform an industry. And the best thing is we’re the only OOH agency with a mobile network partnership, enabling us to draw on a dataset which features 27 million mobile users to improve OOH ad effectiveness.
“However, despite this landmark moment for the industry, we believe there’s still more to come. By using more sophisticated data analysis techniques we’ll be able to identify audiences in real-time, display relevant digital-out-of-home adverts and improve campaign effectiveness even further. For example, a sportswear brand could use this advanced real-time data to identify runners coming towards a digital screen and then display adverts for products such as running shoes.”
Chris Gobby, Head of mData at EE, said: “At EE we strive to help businesses make better decisions from big data with the results speaking for themselves in our work with Posterscope. We’re excited to be a part of this, and future, ground breaking applications of EE mobile data in out of home advertising and look forward to generating further unique products with Posterscope in the outdoor advertising space.”
The internet has seen a huge uplift in the past decade- from almost no revenue in 1999, to becoming the largest advertising media today. This rise has been at the expense of press, with newspapers and magazines seeing dwindling revenue. Those papers which have adapted to online formats have survived whilst local newspapers have suffered. Outdoor, TV and Radio have maintained a similar share of voice across the period.
Strong Q4 helps outdoor post record 2014 revenue of £1bn
Outdoor reported its strongest-ever performance in the final three months of 2014, helping the sector achieve a record £1 billion in revenue for the full year Figures from the Outdoor Media Centre show outdoor adspend rose 6.1 per cent to £300 million in the quarter. Among the biggest spenders were Asda, Sky, Sony Mobile, TSB and Warner Bros. Google was another brand to invest heavily in outdoor during the period, using the medium to amplify campaigns for search, YouTube and Android. The performance contributed to the sector growing 3 per cent year on year in 2014 to reach £1 billion for the first time. The industry has fared well over the past few years, exceeding its goal of becoming a “10 per cent medium” (its aim to capture a tenth of all display advertising revenue) while continuing to innovate with new partnerships, technology and content. The OMC credits the increasing number of digital sites now available through many media owners’ portfolios for much of the growth momentum. Digital out-of-home now accounts for more than 28 per cent of the medium’s total revenue. Mark Craze, the chairman of the OMC, said: “These are great results for the sector. The market is benefiting from the investment in digital but also the rampant inflation levels in TV. The growth in retail is clearly a result of press advertising losing share, which is moving on to digital screens.”
Digital revenue increased by 27% in 2014 versus the previous year and also represented 27% of total OOH revenue
Advertiser Cat Major Expenditure Expenditure Last Year Expenditure % Year on Year Grand Total 228,306,817 216,718,892 5.35 Entertainment & Leisure 46,773,514 42,116,528 11.06 Telecoms 26,164,550 25,022,428 4.56 Travel & Transport 22,361,152 18,119,839 23.41 Finance 19,328,802 20,149,587 -4.07 Retail 16,552,382 16,305,177 1.52 Motors 14,543,085 13,967,925 4.12 Drink 13,264,998 16,957,564 -21.78 Not Allocated 12,234,935 6,370,729 92.05 Govt,social,political 10,018,306 11,659,950 -14.08 Food 9,691,804 10,404,849 -6.85 Computers 6,351,364 5,824,607 9.04 Cosmetics & Personal Care 6,259,854 5,203,685 20.30 Business & Industrial 5,167,466 4,136,005 24.94 Media 4,290,378 7,454,499 -42.45 Electronics & Household Appl 3,784,215 4,626,858 -18.21 Clothing & Accessories 2,734,001 1,518,488 80.05 Pharmaceutical 2,410,384 2,522,006 -4.43 Online Retail 2,077,627 758,893 173.77 Mail Order 1,375,768 455,072 202.32 Games & Consoles 746,181 232,361 221.13 Household Equipment & Diy 706,726 512,067 38.01 Property 652,690 1,307,307 -50.07 Comparison Websites 482,672 618,447 -21.95 Miscellaneous 233,928 1,162 20,031.50 Leisure Equipment 73,012 74,021 -1.36 Household Fmcg 15,739 229,292 -93.14 Gardening & Agriculture 11,284 169,546 -93.34
NB: data is based on individual company as opposed to overall holding company which would show a different ranking.
Advertiser Expenditure Expenditure Last Year Expenditure % Year on Year Grand Total 58,937,679 36,865,300 59.87
British Sky Broadcasting Ltd 9,233,904 8,364,243 10.40 Kentucky Fried Chicken Gb Ltd 5,307,857 4,002,468 32.61 Royal Caribbean Intl 4,828,847 0 0.00 Mcdonalds Restrs Ltd 4,365,734 2,522,211 73.09 Visa Intl Service Assn 4,276,161 603,234 608.87 Universal Pictures Limited 3,637,980 1,687,093 115.64 Twentieth Century Fox Film Company 3,506,074 4,161,865 -15.76 Ford Motor Company Ltd 3,413,757 1,862,119 83.33 Samsung (Uk) Ltd 3,093,291 2,173,181 42.34 O2 Uk 3,061,733 188,005 1,528.54 E1 Entertainment Uk 2,931,796 3,697,802 -20.72 Tsb Bank Plc 2,884,228 129,507 2,127.08 Warner Bros Distributors (Uk) Ltd 2,827,398 2,554,907 10.67 Vodafone Ltd 2,813,360 3,187,898 -11.75 Tesco Plc 2,755,559 1,730,767 59.21
Outdoor Format Expenditure Expenditure Last Year Expenditure % Year on Year Grand Total 228,306,817 216,718,892 5.35
Media owner SOV JCDecaux 31% Exterion Media 23% Clear Channel 21% Primesight 8% Others 17%
Strapline: Media where it matters
About: JCDecaux is a privately owned French OOH advertising company, founded in 1964 in Lyon with a small business based on street furniture. Reporting €2,676.2 million in revenue in 2013, JCDecaux now operates in more than 55 markets worldwide and is market-leader in the UK
Key Formats: Roadside: Large and small-format locations nationwide including The Platinum Collection of premium sites such as the M4 Torch and Old Street Roundabout, national 6-sheets and national StreetTalk phone kiosks. Rail: National networks of large and small format digital and poster sites, key locations such as Euston Motion and immersion zones that deploy wraps and digital screens. Malls: National digital networks across premium malls including the high-profile M-Vision portrait screens and a national digital 6-sheet network. Supermarkets: National 6-sheet networks at ASDA, Tesco, Morrisons and Waitrose. JCDecaux Airport: Digital and high impact media space at Heathrow, Heathrow Express, Aberdeen, Edinburgh, Glasgow, Eurostar at St. Pancras International, London Luton and Eurotunnel. Experiential: JCDecaux Live reaches audiences at multiple locations including Covent Garden and Canary Wharf, London Underground, UK airports, premium malls, national rail stations, student unions and leading venues from ExCel London and the LG Arena to the NEC.
Geography: Nationwide across environments in all the key cities across the UK
Areas for Investment: Roadside: Continued investment in digital following the digitisation of The Cromwell Road Digital Gateway. Key new digital locations set to launch including The M4 Tower and The Holland Park Tower. Rail: Waterloo Motion set to launch at Waterloo Station. Continued expansion of Transvision and D6 networks. Retail: M-Vision will expand to further premium malls as D6 network extends. Digital investment at Tesco. Airport: JCDecaux Airport will unveil digital and high impact media space for Heathrow Terminal 2 launch. Experiential: Newly launched division JCDecaux Live links experiential to screens in malls and rail stations and is set to expand the multi-environment portfolio further.
Research: Exclusive and bespoke insight from JCDecaux’s Connected Commuter and Connected Youth communities. ‘Power of Influence’ research and new ‘Business Traveller 2’ insight from JCDecaux Airport.
Strapline: Where brands meet people
About: Part of Clear Channel Communications Inc, the American-based global media and entertainment company, CCO was bought out by venture capitalists in 2008 and in 2013 posted revenues of $2.9bn worldwide.
Built on the foundations of a national network of bus stop 6 sheets, the UK business has since expanded via an extensive portfolio of iconic, digital and mobile assets.
Key formats: 6s (Adshel, Sainsbury’s and shopping malls), 96s, 48s, Connect phone boxes, digital portfolio (D6s, M6 digital portrait tower, socialite, D48s, The Big Screen at the Trafford Centre), pinnacle (backlight 96s, halo mega 6s, banners and tower mega 6s). Clear Channel UK’s expanding digital portfolio includes LD6 in the capital, and desirable environments across the UK.
Key areas for investment: special builds, digital and interactivity;
Storm- Storm is designed to revolutionise premium digital out-of-home. It launched with The Chiswick Towers and Cromwell Road Tower, The A40 Power Station and Coventry House at Piccadilly Circus. The portfolio will be further strengthened with the North London Towers
Mobile platform- Clear Channel UK and Metro have announced a partnership that will bring free content to commuters at mobile-enabled bus shelters with interactive tags right across the UK.
Strapline: Engaging audiences
About: Part of American-based CBS Corporation, the sale of CBS Outdoor International to LA-based Platinum Equity was announced summer 2013. CBS Outdoor has now rebranded to Exterion Media.
Key formats: Underground: 96, 48, 16, 6, 4 Sheets, LEPs, TCPs, DEPs, LCDs, XTPs Bus: T-Sides, Supersides, Streetliners, Bus Interior Panels Retail: LCDs, Large format LEDs in Westfield London and Stratford and One New Change Rail: 48, 16, 6, 4 Sheets, LCDs
Geography: London If you want to talk to the influential Londoners, we own London with 80% of panels including London Underground, DLR, London Tram, digital, Buses, National Rail & Westfield. Sole rights to London Underground. Exclusive contractors to Westfield, London, Westfield Stratford & One New Change.
National Bus: 34,000 buses on 12,000 routes travel around the UK’s urban centres daily and 5.2 billion passenger journeys per year in the UK National Rail: 30% of entire National Rail coverage (100% in Wales, 77% in Scotland, 75% in England). This equates to an annual footfall of 408 million.
Key areas for investment Expansion of our National Rail & London Underground digital assets Illuminated New Bus For London Kings Cross digital escalator panels expansion Performance 48s National Rail – all National Rail 48 sheets will be dry posted and skinned by October. Birmingham Express – Roadside digital panel Increasing retail offering
Research Exterion Media’s urban audience panel work.shop.play. provides us with weekly insights into the urban audience. It is the largest urban audience online research panel of 10,000 people aged 16-55 from London & other key UK urban areas
The London Worker Planning Tool provides information on all London workers, including the 700,000 who don’t even work in the capital. It is a quantitative study to understand London workers who are drawn to the capital to work, shop and play. Using an online survey of over 3,000 respondents, data has been fused with TGI and Touchpoints to give deeper insight into London workers.
We have dashboards hosted at http://www.exterionmedia.co.uk/insight/ where you can tap into this rich stream of info.
Strapline: Results are our culture
About: Jointly owned by GMT Communications Partners LLP and the Primesight management team, Primesight is a UK-based business which posted turnover of £50.1m in 2011.
Geography: National coverage with sites in all major cities across the UK and Glasgow Underground
Investment: Primesight has spent millions in recent years investing in our estate and portfolio including: HD 48’s, HD 96’s Backlights Illuminations- i.e. 6 sheets outside key convenience stores Illumination enhancement project via LED Digital, 6 sheets DEPs x48 Ongoing audit of panels across the UK is continuous Recent improvements have been made to key sites such as Waterloo/ Elephant and Castle
About: A relative newcomer to the OOH scene, launched in 2005 Ocean Outdoor is a boutique, UK-based media company pioneering creativity in digital OOH via an expanding portfolio of large-format, high profile sites.
In May 2012 a management buyout, backed by LDC Capital, purchased the business from Smedvig Capital for £35m.
Ocean Outdoor reported revenues of £23.4 million in 2012
Key formats: Ocean specialises only in large-format digital (i.e. sites such as Eat Street @ Westfield London), iconic landmark and super-premium banner locations. 50% of Ocean's inventory is traded by day part, hour, minute or even gender.
Geography: Oceans has a regional footprint that spans the following UK cities: London, Birmingham, Liverpool, Manchester, Leeds and Glasgow.
Key areas for investment: Ocean practices 'The Art of Outdoor', with every site in the Ocean portfolio having a unique quality and personality.
The Grid: In September 2013 Ocean launched The Grid the UK's first large format, full-motion, city-centre network. The Grid consists of 7 key digital outdoor locations in London, Birmingham, Liverpool, Manchester, Leeds & Glasgow & has increased Ocean's UK coverage.
Ocean Labs: Allows us to test the very latest Out-of-Home innovations such as gender recognition technology, sound showers as well as mobile integrated campaigns.
We launched 4 new sites across the regions: Leeds city centre (first exterior DOOH screen in Leeds city centre), Glasgow & Liverpool.
Research: The Science Behind the Art of Outdoor
In part in response to Route research being launched, we recently commissioned some Neuroscience research that looks into the true impact of Out of Home advertising.
Neuroscience identifies the wow factor at the heart of great outdoor. A theoretical model, grounded in neuroscience, says that to get great results, outdoor advertising needs to capture our attention and then engage our emotions.
A strong emotional response serves memory encoding, and this is key for any communication, because memory encoding correlates with subsequent purchase behaviours.
KEY NEUROSCIENCE LEARNINGS:
Neuroscience identifies the Wow factor at the heart of Outdoor. Premium Outdoor sites generate stronger emotions by impacting the right brain. Digital sites offer elevated engagement because our brains are programmed to respond to changes in our environment. Creative, when framed by a premium site, works much harder for the brand. The most iconic sites have a powerful priming effect delivering elevated impact for the campaign beyond the initial viewing.
Twenty-nine IPA member agencies have been awarded CPD Gold accreditation for their outstanding professional development programmes. These agencies have made a thorough commitment to learning and an evident improvement to the lives of their agency staff and to the development of their businesses. They were presented with their certificates at the IPA Members’ Lunch today (29 April 2015).
Posterscope has achieved Gold status for the 5th consecutive year (and platinum for the second). The judging panel said of Posterscope “This was a very impressive submission as a lot of change, both internally and in the OOH sector has been dealt with in a very professional way and CPD has in many cases led the way in this transition. It’s clear that there is a very positive CPD focus at Posterscope.”
To achieve IPA CPD Gold accreditation, agencies were required to write a paper which demonstrated the effectiveness of their CPD programme on business success. Their submissions revealed that they take a holistic approach to professional development regardless of the size of available budget and that they show creativity in building an energetic learning culture, in support of real business objectives. The agencies also provided clear evidence that CPD practice is not merely an add-on to operations but lies at the heart of their business, fuelling commercial success.
The IPA’s recent publication Why CPD is good for your business reveals that IPA CPD gold accredited agencies report, on average, have a 65% pitch conversion rate, save over £123k on recruitment fees and have an 85% staff retention rate compared to an industry average of 70% (IPA 2014 Agency Census Survey).
Says Caroline Baldwin, Brand Strategy and Planning Consultant, 2014 Chairman of Judges, “This year we saw the highest standard of submissions to date, with 29 agencies being awarded the coveted CPD Gold accreditation. The judges were extremely impressed with how the winning agencies have truly internalised the importance CPD has on achieving their business goals; the approach they have taken to bringing it to life; and the sheer creativity in how they captured their efforts. Congratulations to all the well-deserved winners!”
Says Patrick Mills, Director of Professional Development, IPA, “Once again IPA CPD Gold Accreditation proves that developing talent is good for business. The bar has been raised yet again in terms of quality of submissions. The breadth of initiatives shown demonstrates the commitment of agencies to CPD and the data shows how valuable it is in terms of client retention, staff retention, pitch conversion rate, improvement in margins and agency growth.”
The IPA’s CPD programme offers inspirational career development and training through engaging and effective courses and award-winning qualifications, ensuring agency practitioners’ skills always match their clients’ needs.
What OOH can take from Mobile World Congress. By Ben Milne, head of innovation
Last week thousands worshipped at the altar of Mobile World Congress 2015. Microsoft won big collecting 10 awards including best tablet and best of MWC 2015, Facebook co-founder and chief executive Mark Zuckerberg held the keynote, however their notable Californian neighbours were missing.
Apple opted out of attending instead they decided to spring forward and launch the Apple Watch (for real this time) at their own event as well as expand on Apple Pay. As one might expect, this was a relatively simple affair without any huge surprises. The focus was on the watch, specifically on its function, form and connectivity.
It was a safe bet, as these are the universal elements that consumers are looking for in their mobile technology choices and were reflected across all the halls at MWC 2015. It got me thinking whether out-of-home (OOH) could look to mobile developments in these areas for its own continued evolution?
So what’s next in Digital OOH form factor? Like their big LED TV brothers our portable handheld devices are now shipping with curves, the latest form has emerged as evidenced in handsets such as the Samsung S6 Edge which uses the curved edge to provide people with useful notifications and navigation. If people become used to this kind of UI on their mobile devices, then could this be useful for Digital OOH screens?
In the future, media owners could display ancillary information or real time travel updates, time and weather on the curved edge, whilst allowing advertisers to utilise the full time and area of the main display. Alternatively, could the curved edge on peoples handsets become the default area for notifications received from OOH displays and locations such as Beacons? This would certainly improve the experience for consumers.
So what of function? Perhaps the biggest functional development on show at MWC 2015 was the advance in mobile transaction platforms and partnerships. Separate announcements from Samsung and Visa in this space certainly add to the bubbling potential that existing platforms like Paypal, Starbucks and Apple Pay herald.
With this growing simplicity and reality of mobile payment it is becoming clear that there is huge potential for OOH to perform as a virtual shop front allowing consumers to transact directly from a poster, eradicating the gap between engagement and purchase, with the option to collect their purchases from an OOH locker on their way home the same day.
Of course, all of this relies on the consumers being connected and at MWC the connected consumer was front and centre. 5G has moved from concept to prototype, bringing unimaginable speed to the on the go consumers of the near future. This bandwidth increase will be important as more of the machines we are used to are going to need it to communicate with us and each other.
Driverless cars were the domain of CES, however MWC brought us the Car connected to the home and the bicycle connected to the car – with the aim of reducing accidents, of course. These ‘connected life’ developments will create rich data that could be used to understand OOH consumer location, behaviour and intent and will undoubtedly feed the real time creation and deployment of personalised content that we expect to see on Digital OOH in the near future.
Aye Aye Captain Morgan… pose with the captain and see your image streamed to digital screens
During the first May bank holiday weekend Diageo brand Captain Morgan was involved in a highly engaging, interactive experiential campaign
A photobooth was set up in a bar in Leicester Square on the Friday and Saturday nights where the Captain himself was posing for pictures.. It was a red carpet style event where guests could have photos taken of them, the Captain “and their crew.”
The photos were streamed directly onto One Piccadilly and Coventry House, which were booked for a four-hour duration each night, giving participants their “moment of fame.”
The Campaign was created by Carat, Posterscope, Liveposter and psLIVE
Bug-sized Billboards Appearing in Public Places for Ant-Man Promotion
To promote their upcoming superhero movie Ant-Man, Marvel has been placing tiny, ant-size billboards in various public locations. Over the weekend, a handful of Redditors noticed these teensy billboards at bus stops and parks in Australia. The little advertisements are reportedly quite detailed, with battery-powered LED lights to illuminate them at night. They are glued into place with some kind of strong epoxy to keep any would-be thieves from stealing them. Although the billboards have currently only been spotted in Brisbane, Melbourne and Queensland, hopefully Marvel will expand this mini-marketing campaign to other countries. Ant-Man is not one of the best known Marvel heroes, so the company has a lot of work to do in order to drum up excitement for their newest film. Although the character is a founding member of the comic book Avengers, he has not been included in the Marvel Cinematic Universe until now. Ant-Man tells the story of Scott Lang (Paul Rudd), a thief armed with the ability to shrink in size but increase in strength. He must help his mentor, Dr. Hank Pym (Michael Douglas), protect the secret behind his Ant-Man suit, as well as plan and pull off a heist that will save the world. The campaign was executed by Carat and Posterscope Australia.
Pose with your favourite LEGO Marvel character
May 7, 2015 // By: Kate Cochrane // OUR UK SHOWCASE // No Comment LEGO has launched an interactive digital out of home campaign across Primesight screens to support its new Marvel Avengers range. The advertising drive, planned by Carat and Posterscope, kicked off on April 23 to coincide with the UK cinema debut of Marvel’s Avengers: Age of Ultron, which is expected to increase footfall in cinema foyers by 110% according to Digital Cinema Media.
Using cinema D6 screens, the interactive creative invites cinema-goers to take a picture with their favourite LEGO Marvel characters and gives them the option to have the photo sent to their email address. The activity will run for two weeks, when demand to see the blockbuster sequel is at a peak.
Chris Hicks, senior project manager at Posterscope’s Hyperspace division said: “Marvel LEGO superheroes, developed in tandem with Koffeecup and Isobar, invites adults and kids alike to join forces with their favourite Marvel LEGO superhero to defeat the evil Ultron! With its iconic designs and playful irreverence, the world’s most powerful brand is a natural fit for interactive OOH. This experience gives Marvel fans the chance to pose with characters, creating a memorable take-home from their cinema visit.”
Andrew Goldsmith, Agency Sales Director, Primesight said: “Marvel’s Avengers: Age of Ultron looks set to be the biggest box office hit of the year and this campaign perfectly taps into the excitement surrounding the release by promoting LEGO’s new range at the optimum time. The creative makes great use of Primesight’s cinema foyer screens and will be both memorable and unmissable for the target audience of 6-9 year olds.”
Download the app to open a range of experiences
Working alongside French fragrance brand, Nina Ricci, psLIVE created a bespoke experience to promote the Spring launch of the ‘Les Delices de Nina’ perfume.
The event toured across the country over three consecutive weekends to Birmingham, London and Manchester. Not only did consumers have the chance to make their own personalised candy (sherbet package) within our Nina Ricci Fragrance Sweet House, but they were also offered free onsite manicures on picnic-style benches and a chance to win on-the-hour prizes by playing the ‘Les Delices’ Candy Crush app, with the top scorers at the end of each hour entered to win a fairytale trip to Paris. Consumers were also given a sample of the perfume to take away with them and staff assisted with informing consumers about the perfume and testing it on the stand.
In order gain entry to the experience, consumers were asked primarily to download the Nina Ricci app, alternatively they could upload a picture of them interacting to Instagram or which created high levels of social content for the brand
Which colour will get your vote? Tapping into the conversation around the election and with more choice than ever before Wickes ran an integrated campaign which showcased different paint colour choices, representing each of the different parties. The campaign ran in press and on social media. On election day itself the campaign appeared on digital OOH running between 4.30pm and 8.30pm targeting those final last minute voters. The campaign was planned and bought by Carat, iProspect and Posterscope.
Sample a delicious cooked breakfast the mexican way Today, Old El Paso and UM London are celebrating ‘Cinco De Mayo’ (the Fifth of May) at London’s Victoria Station. UM has worked closely with Posterscope and psLIVE to mark the popular Mexican celebration day with a live cooking demonstration using Old El Paso products, featuring celebrity chef, Andy Bates. The event will promote the launch of a new content series of 31 recipe videos, featuring Andy cooking with Old El Paso products. Produced by UM Studios, the series is being hosted on online channel Food Network. Live at Victoria station, Andy Bates will be demonstrating how to make some of the dishes from the recipe series. Commuters will be able to sample the results, and experience the tasty and easy dishes you can create with Old El Paso products – and even take away recipe cards to be able to cook up themselves. Cinco de Mayo commemorates the Mexican army’s victory over France at the Battle of Puebla in 1862, and is observed in the US and Mexico as a celebration of all things Mexican. The video series is rolling out across the Food Network channels, digital OOH, blogger outreach and social, to showcase the many exciting combinations of Mexican-inspired dishes that you can make with Old El Paso ingredients. The online partnership will also feature articles showcasing Mexican-inspired cuisine and a competition for a chance to win an Old El Paso party pack. Five new recipe videos will be released each week for seven weeks from Monday 13th April, with a new theme per week, such as ‘sides’, ‘tacos’ and ‘desserts’. The street-food inspired recipes include Huevos Rancheros, Pulled Pork Fajitas, and Salted Caramel Tortilla Pie. UM London will promote the series via social media, working closely with Ogilvy social, whilst Reprise, UM’s specialised search agency, will handle PPC for the launch. Lauren Hertzenberg from UM London, said: “The Old El Paso audience are constantly seeking food inspiration online and our easy-to-follow recipe videos on Food Network will reach customers at these key moments. We are also excited to be able to bring our content to life in Victoria Station with Andy on Cinco De Mayo, to inspire commuters to make tasty, Mexican-inspired dishes for themselves.” Rachael Clutton, brand manager of Old El Paso said: “We’re pleased to be involved in this digital content-led campaign with UM London, which is a new approach for the brand. This activity was all about showcasing the breadth of our products, and creating meal time inspiration. The Cinco de Mayo event in Victoria really brings Old El Paso™ to life. It allows us to take our new and tasty recipes to the streets, for people to try and enjoy, whilst showcasing the exciting range we have and the delicious recipes, which can be so easily made.”
Emirates targets Heathrow Airport passengers with spectacular OOH site
April 27th 2015: As part of its ‘Hello Tomorrow’ global marketing campaign, Emirates is strengthening its already dominant presence at Heathrow with the launch of a special-build campaign with JCDecaux Airport on the iconic Central Terminal Area Welcome Site.
Occupying the gateway to one of the world’s busiest hubs, the 37.2m by 3.8m illuminated location spans the width of Heathrow’s entrance roundabout, is visible from over 500 metres away, and provides the first brand message for 100% of vehicular traffic as it enters Heathrow from the M4.
Emirates’ creative execution promotes the airlines’ Airbus A380 planes and underlines its position as an enabler of global connectivity and meaningful experiences with the strapline: “Your remarkable journey begins here. Experience the Emirates A380”. In an innovative twist, the special build is designed so that the image of the plane appears to fly off the billboard.
The long-term campaign was planned and booked with JCDecaux Airport by Havas and Posterscope’s international division PSI.
Alan Sullivan, Managing Director of JCDecaux Airport, said: “We are delighted that Emirates has seized the opportunity to ‘own’ Heathrow’s most famous landmark site with a special-build campaign that showcases the unmissable branding potential of this classic Out-of-Home location.”
Natasha Murray, Managing Director at Havas said, “We are absolutely delighted to have secured the iconic Heathrow Welcome Site. This is a prominent site within an excellent location and provides Emirates the opportunity to speak to those travelling through the World’s busiest hubs”.
Robin Hall, Managing Director at PSI, said: “The site is ideal, passengers have a heightened sense of excitement and awareness arriving at the airport. Emirates have created an ownership of that point of the journey, using great creative in an iconic location.”
Jonathan Coen, Retail Director at Heathrow, said: “As the UK’s hub airport, Heathrow sees 73 million passengers pass through its doors every year. This site is a perfect spot for Emirates and we’re delighted with the creative.”
Emirates’ campaign complements its other long-term locations with JCDecaux Airport in the interior and exterior of the airport, including: the new TTS (Train Transit System) location that leads passengers towards Terminal 5’s satellite terminals, and the iconic branded A380 plane situated on the Central Terminal Area roundabout, targeting all vehicular traffic travelling to Terminals 1, 2 and 3.
BMW use special lighting effects across the UK
To bring to life the subtle night driving features in the new BMW 1 Series, such as pedestrian detection and high-beam assistance, Posterscope created ten special build 96 sheets (located across the country) which were fitted with animated LEDs that illustrated the after-dark sensor technology featured in the car.
The campaign was planned by Vizeum UK.
Microsoft promote new Premier PC in a spectacular fashion
To launch the new Premier PC computer, Posterscope customised over thirty-five sites using multiple creatives to demonstrate the variation and versatility of the product, which operates both as a laptop and tablet, and create impact. The customisations, which feature on backlight 48’s and backlight 96’s across key cities such as London, Birmingham, Manchester, Glasgow, Newcastle, Leeds, Liverpool and Edinburgh, show how the laptop can be used in different modes to match the user’s needs.
Adidas launches Supercolor with Hackney light show
Sportswear brand Adidas Originals celebrated the launch of its new Superstar Supercolor range with an interactive light show over London’s Hackney Reservoir last week (1 April).
More than 60 interactive lights lined the venue, which were controlled by guests through Twitter. Participants could choose from five colours selected from the 50-strong Supercolor collection and tweet their choice, along with the hashtag #supercolor.
Clothes also appeared floating above the water along with a ‘smoking gun’ trefoil, in a nod to the campaign film starring Pharrell Williams. The singer appeared on a screen to thank guests for coming just before 9pm, before the Supercolor Live synchronised laser and music experience began.
Dance music act Koreless performed live as a lightshow designed by Marshmallow Lazer Feast took place.
Other highlights inside the main venue included Supercolor Wheel, a doodle-board made from all 50 trainer shades, and the Sneaker Tree, where the new product line appeared to grow organically from a tree’s branches.
Adidas worked with psLIVE UK to create the experience, along with Carat and John Doe Communications.
Campo Viejo creates real-time outdoor campaign for Streets of Spain festival
5 May 2015, London. Spanish wine brand Campo Viejo, owned by Pernod Ricard, celebrated its third annual Streets of Spain festival by incorporating user-generated social media content into its digital outdoor advertising, a first-of-its-kind campaign for the company. Held on London’s South Bank, the festival brought the food, wine, art, music and culture of Spain to one of London’s most popular locations for the full bank holiday weekend, from May 1st to 4th.
This year, visitors were encouraged to share their experiences via Twitter and Instagram using the hashtag #StreetsofSpain. For the first time ever, content shared to the #StreetsofSpain hashtag was then used in real-time on digital screens across London as part of Campo Viejo’s digital out-of-home (DOOH) campaign.
The outdoor activity was planned by Posterscope and Havas, and delivered the content to more than 100 digital screens across London using the Liveposter platform.
Samantha Brereton, client director for Posterscope, said: “This is the second time we have supported the Streets of Spain festival. This year we plan to help Campo Viejo build upon last year’s record-breaking success which saw 300,000 visitors join the festival, and are very excited to be using an extremely innovative and interactive outdoor campaign to help drive attendance.
“Using the Liveposter platform, we’re able to source visitors’ own content shared to the #StreetsofSpain hashtag in real-time, giving people across London a little taste of the festival. The festival is all about bringing Spanish life to London over the bank holiday weekend, and using visitors’ genuine experiences is the best way of representing that feeling to a wider audience.”
Lucy Bearman, head of marketing at Pernod Ricard, said: “Streets of Spain has grown from year to year, and we can’t wait to give this year’s visitors a taste of Spanish life this bank holiday weekend. There’s an incredible buzz across the weekend, and we’re delighted that Posterscope is helping us to spread that feeling by using visitors’ own shared experiences on digital screens across London.”
Transport for London has begun the review process for its outdoor advertising contract, one of the biggest of its kind in the world.
The contract will combine the ad sales for the Underground, the Overground, the Tramlink, the Docklands Light Railway (DLR), Victoria Coach Station and Crossrail, when it launches.
Viacom Outdoor, now known as Exterion Media, won the £800 million eight-and-a-half-year contract to handle the outdoor ad sales in 2006. Following a legal dispute the contract was renegotiated in early 2012.
Graeme Craig, the director of commercial development at TfL, said the company wants to move from the current minimum guarantee model to a partnership that will help it evolve so its assets are at the forefront of the commercial media “revolution”. He said the new contract includes advertising, sponsorship, experiential and retail opportunities and the next media partner will offer a “broad range of opportunities”.
Craig said Buxton Water’s sponsorship of the Canada Water Tube station during the London Marathon last month, the first deal of its kind, was an example of the sort of deals TfL might look to do more of in the future.
He said: “It is not a regular thing that we will be doing but it is a good example of TfL thinking afresh.”
Tfl claims the contract will deliver an annual audience of 1.5 billion across 270 Tube stations, 83 stations on the London Overground, 45 DLR stations, Tramlink’s 39 stops, Victoria Coach Station and the 40 to-be-launched Crossrail stations.
Craig rejected the suggestion that moving away from a guarantee model would put public funds at risk, and instead said working in partnership will be more profitable for both sides. He said: “We want to work in partnership to unlock long-term value.” The move is part of TfL’s wider strategy to make the most out of the commercial opportunities on its estate, which have included tailoring the retail offered in stations to the area they are situated in, including the “pop-up” opportunities at London’s Old Street. More information about the process is available on the TfL website and there will be a day of briefings for interested parties. The formal notice will then be published through the Official Journal of the European Union.
TfL is planning to appoint a new partner by April next year. The contract will start on 1 October 2016.
Jason Cotterrell, the UK managing director at Exterion Media, said: “We’re really excited that the moment we’ve been preparing for is finally/nearly here.
“Transport for London has an inspiring vision for the Underground and their wider asset base that we’re already delivering on. “Game-changing innovations such as DX3, which we’re launching in the coming months, will transform the tube and commuter experience, and present amazing opportunities for the industry going forward.
“We’re proud to be leading this revolution as we engage with TfL during the bid.”
Whilst the existing XTP sites have become the colourful wallpaper of our daily commutes, this next-generation digital cross track technology promises to change our experience of the Underground.
The investment in this dynamic product has been made to provide a ‘platform to connect’ for advertisers and their brands with consumers. Route tells us that 76% of people consider looking at advertisements on the Underground to be an activity. State-of-the-art technology provided by NEC Solutions will transform this activity into one which is more immersive and refined.
Not only have the number of sites reduced, from 126 (XTP) to 60 (DX3), as a drive from quantity to quality, but so have the number of Underground stations where the format can be found. DX3 will fill an increased surface area of 11m2the same size as a 48 sheet, as opposed to the existing 7m2. Again, Route data was used to determine the key locations where young, affluent and hyperconnected consumers are found in abundance, resulting in the selection of stations.
In addition to refining the existing inventory and audience, the overall quality of the consumer experience will be enhanced as they enjoy a premium viewing experience on the platform. As a result of sharper imagery which seamlessly integrates with the surrounding environment, DX3 will provide a premium platform for brands to achieve maximum standout and audience engagement.
DX3 will also allow TV ads to be directly replicated in the digital out-of-home arena, allowing brands to capitalise on the incremental benefits they can achieve when using DOOH to complement TV.
Together with a range of partners such as Adstream, Genero.TV, Seenit, TINT, Monterosa and Crowd Score, DX3 also has the potential to integrate content from a range of platforms in order to enrich the consumer experience and amplify brand conversations.
This bold, dynamic and enhanced product promises to transform such an influential part of any Londoners life, their commute. In doing so, brands will be able to captivate, inform and entertain diverse audiences travelling on the London Underground network.
For more information, contact Exterion Media’s Head of Digital Sales, Tim Cartwright: Tim.Cartwright@exterionmedia.co.uk
Primesight promotes Chris Forrester to managing director
Chris Forrester has been promoted to managing director of Primesight, from his previous role as commercial director. Forrester joined Primesight, one of the UK’s largest suppliers of Out of Home (OOH) solutions, in 2012 and was instrumental in repositioning the business around the Results Are Our Culture ethos. Since he joined the out of home specialist, he has been named as one of Campaign’s top ten commercial directors and also helped Primesight win a two-star Best Companies rating for the last two years. Naren Patel, Primesight’s chief executive, said: “Chris is a top class operator with tenacity and commercial acumen and has helped reposition Primesight and raise its profile. “The sales and marketing functions have benefitted hugely from his leadership and it is time for him to add our Development and Operations team to his remit. “The Out of Home industry has a number of important contracts that are coming up for tender and it will be invaluable to have Chris working alongside me on these developments.” Forrester said: “I have had a phenomenal three years as Commercial Director and been lucky to work with some extremely talented individuals. “I’m delighted with the promotion and really excited about the next phase of my career with Primesight and feel privileged to be working closer with Naren and other members of the Executive across the broader business.”
TFL launches tender for ‘London Landscape’ digital roadside advertising Transport for London (TfL) has launched the tender for ‘The London Landscape’, a new premium network of roadside digital advertising sites. TfL is seeking is seeking a commercial partner(s) to install, market, sell and manage a portfolio of digital underpass advertising sites. This is part of TfL’s plans to use its assets to generate £3.4bn in non-fare income over the next decade to reinvest back into the transport network to deliver improved services for customers and users. Over the last two years, TfL has been working with Wildstone, the largest outdoor advertising consultancy in the UK to identify advertising sites across the Capital. The underpass estate comprises 13 digital sites and 25 digital screens throughout the Transport for London Road Network (TLRN), which makes up 580km of London’s roads and carries a third of its traffic. The locations oversail major arterial routes targeting over 20 million road users every week. TfL’s network of digital advertising sites will also enable it to communicate information to motorists to warn them of pre-planned events and heavily congested areas. Graeme Craig, Director of Commercial Development at TfL, said:“The London Landscape is the next stage in the development of our advertising estate and will add scale and impact to our digital portfolio. We are constantly improving our roadside commercial assets and we are particularly excited about this opportunity as, not only will it deliver substantial revenue to reinvest into London’s transport network, but through its capability to display road traffic messaging, it will also enable us to get vital information to motorists as they travel around the Capital.” Garrett Emmerson, Chief Operating Officer, Surface Transport at TfL said: “The development of a network of digital advertising panels across the TLRN provides TfL with a valuable additional platform of Variable Message Signs [VMS] for display of key information to vehicle users in advance of major planned events. The benefits of these digital panels were clearly demonstrated during a successful trial on the A4 during June 2014, with their size and clarity ensuring maximum and safe visibility. This initiative is one of the many ways TfL is looking to utilise its assets to improve the customer experience and the scheme was also endorsed by the Department for Transport.” Jonathan Chandler, CEO at Wildstone, said: “The network provides a platform for existing media owners to cement their place as London’s leading out of home provider or alternatively gives coverage from which a new entrant could instantly gain dominant market share.” The new advertising locations will provide long distance, head-on viewing with significant audience impact. The portfolio is expected to be operational by autumn 2015 and will permanently enhance the London Landscape whilst generating vital revenue for TfL to reinvest back into London’s transport network. Potential partners are encouraged to register their interest in this tender to TheLondonLandscape@TfL.gov.uk by 26th May.
With the first Crossrail services due to open from next month (May 2015), the new high capacity rail service for London and the South East represents a slew of new opportunities for advertisers.
Tfl’s plans to maximise its enhanced station portfolio for brands are set out on Tuesday, May 19th when more than 200 industry leaders convene for The DailyDOOH Media Summit, the UK’s annual digital outdoor conference. Keynote speakers at the conference include John Pizzamiglio, Lead for Advertising Strategy Commercial Development Directorate, Transport for London, who will outline the opportunities for advertisers as new stations open across the Capital and South East. Pizzamiglio said: “Crossrail presents a slew of new environments. With a growing, socially active, affluent audience, TfL’s approach to new contracts in 2016 is one that enables a wide variety of future developments.” DailyDOOH editor-in-chief Adrian Cotterill, who chairs the summit, said: “The role of digital outdoor advertising in the evolution of London and other global cities is one of investment, opportunity and incredibly tough competition. The complexities for cities, property owners, transport and retail hubs in maximising technology to meet the expectations of a growing socially active, mobile driven digital savvy audience are considerable. The sheer pace and scale of change not just here in the UK but in the US, EMEA and Asia will be a key focus of this event.” The conference draws together key stakeholders across media, transport, retail, research and development, featuring 13 speakers and guest contributors who will consider: The changing relationship between and the UK creative and specialist sectors and the emerging commercial opportunities for content distribution and production How brands are innovating across platforms and the impact on the market; next steps to improve the consumer offer through different channels, personalisation and technical capability; and emerging opportunities for amplification across all screens Key challenges and priorities for the advertising industry, with discussion around terms of trade, platform access, data and policy. Ten different sessions will feature Exterion CEO Shaun Gregory; Joe Clark from Dunhumby; Neuro-Insight founder Heather Andrew; and Sarah Speake, Clear Channel UK
MFG, extends screen agreement with Amscreen Group Independent forecourt operator, Motor Fuel Group (MFG) has signed a further 5 year contract with Amscreen. This will cover an upgrade in screen technology within their initial 58 stations, alongside a rollout of this new 24 inch screen product throughout 223 recently acquired and originally branded Murco forecourt sites. The high definition, larger format, portrait screens will also employ Amscreen’s OptimEyes technology, delivering real-time audience measurement data. This brings Amscreen’s weekly impacts for their UK forecourt networks to more than 31m. MFG has been working with Amscreen since 2010, employing a network of screens within forecourts at pay points. This network delivers store specific messages for customers as well as 3rd party advertising sold and served by Amscreen. The network provides brands the opportunity to reach 3.4m visitors to these venues every week. The MFG estate of BP, Texaco and JET branded stations represents a key part of the larger portfolio of 3,765 screens within forecourt venues across the UK. Jeremy Clarke, Managing Director of Motor Fuel Group, said: “Our partnership with Amscreen has enabled us to deliver site specific communications in each of our individual venues. These new screen products will offer us the ability to continue and improve upon the messaging we can feature on screen for our customers.” Simon Sugar, CEO of Amscreen Group comments: “As a key longstanding partner of Amscreen, we’re delighted to renew agreements with MFG and the new 24 inch HD screens will not only enhance customer communications in venue but offer our advertisers more key touch points to engage with consumers across the UK.”
Admedia launches new digital brand – Evolve Admedia have announced the launch of Evolve, their new Digital portfolio. The mission at Admedia is to continuously provide brands with interesting new advertising environments to help them reach consumers in new & engaging ways and through Evolve, Admedia now offers the chance to target the audiences they already excel in, via new, unique digital advertising opportunities. Admedi’s press release says…. Evolve launches with two environments: Introducing KWIK FIT TV To maximise an advertisement’s reach (to capture another 5 million motorists) Admedia have added an exciting new environment to their portfolio- Kwik Fit TV- the UK’S number 1 fast fit group, with over 700 retail centres around the UK. Admedia have partnered up with Kwik Fit to offer Digital advertising opportunities that reach consumers at a time where there are minimal distractions around them, providing real cut-through for brands. The sites are situated in new, ergonomically designed waiting areas, offering average dwell times of 40 minutes. 722 screens are situated across all sites, in urban areas nationwide, offering proximity to local high streets & gaining a new audience with high propensity to purchase. The screens offer slick, impactful & effective advertising in a comfortable environment and whilst ideal for any motoring related product, they are also great for a range of other products such as travel, finance & telecoms. Ideal for multiple offers, exclusive campaigns, day part advertising, thermal advertising and much more Introducing MOTORWAY TV As experts in advertising to a motoring audience through their Motorway Service Areas Admedia can now offer large format, impactful digital advertising throughout their Extra motorway sites throughout London & South East. The exclusive, digital screens are a result of over 100 million investment programme and offer a premium advertising opportunity within a busy retail environment. Offering high dwell times of over 40 minutes, combined with massive footfalls of over 1m every 2 weeks and you have the biggest digital advertising opportunity on UK Motorways. Each screen is situated in high footfall areas of the Service Area, near key retail outlets and in proximity to dining & wifi areas- great for an audience who are relaxing or working. Capturing an affluent ABC1 audience with a high percentage of businesspeople & SME owners, plus massive family footfall at weekends, the screens are great for a huge range of brands to advertise. From tourist attractions to films, to motoring or technology products, our screens will get brands seen. For more details contact Admedia.
Neuroscience delivers further insight into the role of DOOH Neuro-Insight used brain imaging to look at the subconscious impact of one medium on another, investigated the ability of premium, full motion media (television and premium digital out of home) to positively prime responses to linked messages encountered in other media (magazines and mobile devices). Heather Andrew, CEO of Neuro-Insight UK, discusses the research process and describes how working with Ocean uncovered something unusual. Ocean believed that full motion digital out of home could play a role similar to that played by television, which has been shown to have a strong priming impact on other media. Like TV, DOOH delivers brightness, motion and colour, and like TV it delivers an intense experience that Ocean believed could serve to build, not just leverage, brand equity. Research objective We wanted to go further than previous research, to understand just how far the impact of DOOH in particular could extend; our hypothesis being that it could reach well beyond the OOH sector. We set out to discover whether prior exposure to DOOH advertising had an effect on responses when people were exposed to advertising from the same campaign in other media – i.e. did DOOH have a priming effect that extended beyond OOH and into the wider media landscape? Methodology Ocean chose neuroscience as the methodology for this project because, as proven by an earlier study, it’s the best way of delivering objective evidence about effects that people wouldn’t be consciously aware of. We carried out the research using the Steady State Topography (SST) methodology, which tracks electrical responses in the brain in real time as people are exposed to different stimuli. In this study we wanted to look at priming impacts, which require the brain to store information and then link new stimuli back to what’s been stored into memory, therefore memory encoding was the key measure that we focused on in our analysis. A key feature of the study was that we wanted to focus on the priming impact of DOOH on other media; therefore we measured not brain response to the priming media, but responses to the media being primed. Results The results were unequivocal in showing strong priming impacts; but took us by surprise in that we found more than we expected. Firstly, we found that, regardless of creative, mere exposure to the priming medium had an impact. People who saw television first responded more strongly to magazine advertising (even when not linked to the campaign they had seen on TV) than people who’d been exposed to DOOH. More importantly for Ocean, people who’d seen digital DOOH first responded more strongly to advertising on mobile devices, even when not linked to the campaign they had seen on DOOH, than those who’d been exposed to television. Why is this? The results reflect what we call the congruence effect – the impact of environment and “brainstate” on responses. TV is immersive and involves a sedentary state in the home, just like magazine reading. DOOH involves a heightened response to communication seen out of home whilst on the go, just like mobile devices. The brain is very receptive to the power of context, and congruence plays a role in how we respond to things, just as we have seen in this study. Unsurprisingly, for both priming media, the priming impact was even stronger when people were responding to creative executions from the same campaign that they had seen on TV or DOOH. Learnings The findings of the study have clear implications for maximising the impact of cross-media campaigns by harnessing the specific priming impact of DOOH. We know from previous work that iconic, large format advertising delivers heightened emotional response and strong memory encoding, and that this impact is heightened by full motion screens. We also knew, going into this study, that these large, iconic sites had a positive priming effect on other OOH advertising. This new research takes the learnings further, to show that the priming impact of DOOH extends beyond the OOH world and into a wider media universe. There is a congruence between screen experiences out of home, and the combination of large and small screens, accessed on the go, is a particularly powerful one.
Ocean Group acquires MediaCo Outdoor Ocean Group CEO Tim Bleakley today (April 22) announced the acquisition of MediaCo Outdoor, Manchester’s leader in OOH digital and backlight premium large formats, through its highly successful partnership with Manchester City Council. The deal, for an undisclosed cash sum, significantly strengthens Ocean Group’s national footprint and leading position as the premium large format provider in London, Birmingham and Manchester, ranked the UK’s top 3 cities for total advertising spend. This accelerates Ocean Group’s dual strategy of developing iconic digital and premium formats, and mirrors its acquisition of Signature Outdoor in Birmingham last year, which was warmly welcomed by both agencies and brands. Commenting on the move, Tim Bleakley said “MediaCo Outdoor and Manchester City Council have worked collaboratively and tirelessly together to build a truly state of the art portfolio across the city, to the mutual benefit of taxpayers and the business community alike. The entire Ocean Group team is committed to furthering this great work and using our unique offering across the UK’s top three cities to drive growth in the medium and offer advertisers a compelling network.” MediaCo Outdoor managing director Mark Wardle said “This is a very exciting development for Manchester and I look forward to seeing how the portfolio evolves in the coming years.” Commercial director of MediaCo Outdoor Richard Blackburn said “We have built up some unique products and innovative trading models and I’m delighted we are passing on the baton to the Ocean Group, who share our ethos and, we believe, are an ambitious partner who will take the business to the next stage.”
Primesight launches real-time reporting platform, Primemobile Live The online portal, which is open to Primesight’s customers, will provide instant access to consumer feedback by reporting data on campaign awareness and resultant changes in attitudes and actions as they develop during the campaign period. Clients can now access performance data on their campaigns at the critical time – whilst the campaign is in display. Clients utilising digital displays can also use this real-time data to establish a recommendation to change the weight of exposure, or to make creative changes which will optimise the display towards the most effective creative treatments, and therefore benefit from improving ROI.Data can be analysed by audience segment, individual creative treatment and GPS location. The real time reporting builds on data captured from Primesight’s proprietary tool Primemobile, which tracks consumers throughout their day. It provides instant access to consumers’ ‘in the moment’ thoughts, direct from their mobile device via an API feed, to an out-of-home planner’s PC or mobile internet enabled device. Mungo Knott, marketing and insight director of Primesight commented: “Our focus is to deliver effective results for our clients. We have developed this tool to provide them with faster and therefore, more valuable access to data which will help them understand the key audience metrics that their campaign is generating during the critical campaign display period.” Alistair Hill, CEO of On Device said; Alistair Hill, CEO of On Device Research, said: “We are incredibly excited to launch this real-time reporting platform with Primesight. We are connecting traditional and screen format outdoor advertising campaigns with market leading research technology, and meeting a growing demand for 24/7 live access to data.”
Signature Outdoor launches digital out of home in Birmingham’s financial district The roll out of Signature Outdoor’s digital out of home network continues with the launch of a premium subtle motion screen in the heart of Birmingham’s redeveloping financial hub. CityVision Snow Hill is a digital portrait screen overlooking Queensway and set to reach 500,000 motorists per fortnight and more than 3.5 million people when the planned Metro tram extension connecting Snow Hill with Birmingham New Street opens. The launch partner for CityVision Snow Hill is retail bank TSB which is using the screen to reinforce its local banking credentials. TSB chief marketing and communications officer Nigel Gilbert said: “This is a prime opportunity for TSB to debut and reinforce its on demand local banking credentials with an astute, affluent and financially focussed audience in what is a superb new DOOH location.” This is the third in Signature Outdoor’s large format digital portfolio as part of the company’s investment in premium DOOH sites across the city centre. A multimillion pound investment in Birmingham’s enterprise zone is attracting financial, professional and advanced manufacturing companies in significant numbers with HSBC among those recently announcing plans to relocate its UK HQ from London to Birmingham imminently. Signature Outdoor managing partner Steve George said: “Our investment in a new out of home infrastructure to reach and connect with business and retail audiences is central to Birmingham’s transformation as a digitally connected global centre.” Last month Signature unveiled CityVision WestEnd on the elevated approach to The Mailbox with a campaign featuring luxury watch brand TAG Heuer.
The Outdoor Media centre Collaborates with the IPA to launch OOH forums The Outdoor Media Centre (OMC) and the IPA Outdoor Group have formed an alliance to launch a new, pioneering series of Out Of Home (OOH) Forums for the industry. This first time collaboration signifies the OMC’s ambition to work in close partnership with key stakeholders to further highlight the power of OOH. The Forums will explore the many benefits of the medium, with the first Forum set to focus on demonstrating the effectiveness of OOH advertising. The overall aim is to produce new research and insights that further unlock the unique value of OOH for Advertisers and Agencies alike.
Mark Craze, Chairman of The Outdoor Media Centre, said: “Out Of Home is one of the most innovative, engaging and influential forms of advertising and we are delighted to be at the forefront of such a ground-breaking initiative with the IPA Outdoor Group.By working on these joint initiatives we will be able to deliver compelling new research that further demonstrates Out of Home’s effectiveness as well as celebrate and share the benefits and innovative opportunities that it provides.” Gill Reid, Joint Chair of the IPA Outdoor Group added: “Out of Home has enjoyed spectacular growth over the years and we are keen to help continue this momentum. Through this collaboration with the OMC we are confident that the Forums will enable us to inspire and share ideas about the future of Out Of Home and further highlight the medium’s power.”
blowUP media to launch a digital screen that can be placed on temporary building wraps. blowUP media is launching a breakthrough in digital Giant Posters — the first digital screen that can be placed on temporary building wraps. Using the latest technology, the screen is light enough to be placed on scaffoldings or wraps, can be customised to any size and can also be adapted to fit any building or scaffolding structures. The screen being unveiled is ‘The Stage,’ a 36 sqm digital screen on the Victory House building on the north side of London’s Leicester Square. This is the first time a digital screen has been placed on a building wrap in the UK and demonstrates blowUP media’s commitment to leading edge innovation and providing customized solutions for all of its individual sites. With 8mm pitch pixellation, this new generation of screens offers advertisers and agencies a far crisper image than has previously been possible. Katrin Robertson, CEO of the blowUP media group, says: “We have always pioneered advances in Giant Posters and now we are bringing a new solution to the digital screen sector. The lightweight technology allows us to scale the screen to virtually any size, so the only limitations are the stability and strength of the building structure and, of course, the views of the local authority planners.”The pedestrianised area of Leicester Square is heavily populated day and night and provides a constant stream of office workers, tourists and shoppers, with a weekly pedestrian footfall of 1,941,464 visitors. Robertson says: “’The Stage’ will be a perfect site for a wide range of advertisers, delivering a diverse set of audiences throughout the day, and brands will be able to use the power of our innovative moving images to reach audiences with greater impact and emotion.” ‘The Stage’ is part of blowUP media’s Super Motion network, which offers some of the UK’s biggest digital screens including prime sites in Cardiff and Birmingham.
JCDecaux reveals new 6-sheets in Hammersmith JCDecaux has strengthened its London 6-sheet portfolio with three new ST6 locations in the borough of Hammersmith and Fulham. The new premium locations reach affluent consumers in and around the busy shopping district and commuters near the Hammersmith underground station (District and Piccadilly) which is situated in the Broadway Shopping Centre. Along with the locations that launched in Kensington & Chelsea last year, these new locations have been developed as part of JCDecaux’s long-term partnership with BT, which has transformed selected BT kiosks into free-standing products that combine a public payphone on one side with a high-quality scrolling 6-sheet on the other.
Ocean Group signs first landmark deal with Network Rail In its first landmark deal with Network Rail, Ocean Group has been chosen as the provider of the three Media Eyes which will dominate the main entrances to the new Birmingham New Street Station which opens this September. Part of the £200 million investment in Birmingham’s infrastructure, the agreement is Ocean Group’s first major contract win since the acquisition of Signature Outdoor last year. The Media Eyes will be sold by Ocean Outdoor and will be fully operational in autumn 2015. The three full motion digital out of home screens, which each measure 30m x 7m, sit above the main entrances to Birmingham New Street and the John Lewis flagship store, part of the Grand Central shopping centre which also opens this September. The project forms part of one the UK’s biggest city centre redevelopments. The selection criteria to find a partner to design and operate the Media Eyes was based on commercial viability, architectural merit, technical ability and innovation, practical buildability and maintenance. The agreement was brokered by Signature Outdoor for Ocean Group. Ocean Group CEO Tim Bleakley said: “This multi-million pound investment is a significant addition to the Ocean portfolio in a prestige transport and retail environment. The Media Eyes will allow advertisers to reach premium rail passengers, business and retail audiences in one of the UK’s fastest growing cities. “This is a significant part of our overall plan for what is rapidly becoming one of Europe’s most dynamic and exciting cities, a city that has been identified as a beacon of what out of home and digital out of home looks like at its very best.” Chris Montgomery, Birmingham New Street project director, said: “We are really pleased to have the Ocean Group on board for this innovative and iconic part of the project. The Media Eyes will have full motion picture media content which will bring even more vibrancy and movement to the station.” The media content for the Eyes will display a portion of community content as well as commercial advertising. The screens can also be used to display station messaging in emergency situations.
Outdoor Media Centre has welcomed Ocean Outdoor and Outdoor Plus to its members’ council Outdoor Media Centre has welcomed Ocean Outdoor and Outdoor Plus to its members’ council as the out-of-home trade organisation continues to build a strong central team to evangelise about the power of the medium as an advertising tool. The council, which also includes Clear Channel, Exterion Media and Primesight, will act as a collaborative forum for the industry, facilitating dialogue and idea sharing between its members. The move also follows the recent instatement of Mark Craze as chair of the group and Havas Media Group’s Alan Brydon as its chief executive. “OOH advertising has arrived at one of the most exciting stages in its history and we’re incredibly privileged to welcome two new council members who are passionate about the medium,” comments Craze. “With a strong and supportive council in place we can now work together to further illustrate how incredibly effective and powerful the out-of-home medium is and strengthen our relationships with agencies, specialists and advertisers across the industry.” Source: Output Magazine
If you thought you spotted a house floating down the River Thames this morning, your eyes were not playing tricks on you.
The fully functioning floating house set sail – passing beneath Tower Bridge before gliding past the Houses of Parliament and the London Eye on its maiden voyage.
If you missed it, don’t worry. The house will meander along the river throughout the week until Saturday 22 May.
Like something straight out of an animated film, the home has two bedrooms, a living room, working bathroom and even a garden complete with real grass, a doghouse and an apple tree.
It measures an imposing eight metres and weighs in at 70 tonnes.
Crossing local neighbourhoods such as Chelsea, Westminster and Canary Wharf, the house will hold community events and overnight stays throughout the week.
The house forms part of a publicity stunt as new rules on home sharing mean Londoners are allowed to share their homes with travellers for up to 90 days a year.
German beer Astra have created a simple and fun brand promotion targeting women with the world’s first female and age detecting billboard which interacts with passers-by. The stunt specifically targeted women of drinking age, driving interaction through video footage and offering free beer. The software was able to differentiate between gender and those under the legal drinking age. Women who fell under the age category who were observing the billboard was informed that the advert was not for them. The pioneering stunt targets specific demographic, offering specific interactions based on the situation, similar to how shop assistants would interact with customers. The stunt shows just what the future may hold for future advertising. Source: PR Example
A Driver’s School in Argentina decided to punish drivers that parked their cars blocking disabled ramps. The school set up their own ramps letting Juan Maria Nimo, a wheelchair athlete jump over the offenders cars. The jumps were recorded while the unwitting drivers were away and could later be seen by the drivers with a unique QR code left on their cars.
This cheeky stunt sticks up for a worthy cause, with a bit of imagination and blurring the lines between intent and property damage, just enough that we feel that they get away with it.
This innovative pop-up stunt by ooVooTique boutique, wouldn’t take cash or credit but accepted payment in the form of friends.
ooVoo, an innovator in the realm of high-resolution video chat and instant messaging, set up the pop-up shop in Austin with an interesting twist.
The more friends you encouraged to sign up for the app, the closer you could come to accessing some of the more impressive items, like the Hundred Grand bar that required 100,000 friends.
The focus of the campaign was to support their high-quality service with a marketing effort to match. Their marketing strategy has recently begun to focus more on their target market, one that skews toward the collegial age, by hiring brand ambassadors and running experiential campaigns that can quickly generate excitement and leverage their broad networks. College students are cash-poor, but friend-rich.
This is a great campaign by shoe company TOMS – take off your shoes, and post a selfie barefoot and when you Instagram a photo sans footwear and use #WithoutShoes, TOMS will donate a pair of shoes to a child in need, no purchase necessary — up to one million pairs! TOMS marks the eighth anniversary of their initiative ‘One Day Without Shoes,’ an annual event which aims to raise awareness of the positive impact a pair of shoes can have on a child’s life, such as providing access to education. Digital billboards across the nation are spreading the word with the simple call-to-action: ‘Take A Pic = Give Shoes.’
Heineken’s Bottle With a Mission campaign lures unsuspecting Amsterdam residents and tourists to their brewery in a certainly novel manner.
This campaign, created by JWT Amsterdam, involved the creation of custom-made Heineken bottles which had integrated in them a GPS system designed to lead people who picked them up back to the Heineken Experience brewery. The bottles, placed randomly throughout the city, would activate and vibrate once picked up thanks to an accelerometer. The cap would then light up and start swiveling to point the way to the promised land, like a beer version of the Star of Bethlehem.
Dirk Lubbers, Manager of the Heineken Experience, describes the reasoning behind the campaign best: “Handing out flyers is not very Heineken, so we wanted to play on the brand’s famous inventiveness, wit, and pioneering spirit and create something that stands out for potential visitors… Our key differentiator is that we invite each visitor on a cultural and historical journey, enabling them to interact with the brand. This initiative is a great representation of our approach: innovative, dynamic, surprising, and always leave you with unforgettable memories.”
Ice Statues that leave behind organs encourage us to donate
Beneficência Portuguesa Hospital in São Paulo, Brazil has launched a campaign to encourage more organ donations. The hospital is seen as a benchmark when it comes to organ transplants in the area as it boasts renowned medical staff that performs heart, liver, kidney, bone marrow, cornea and pancreas transplants, among others.
To raise awareness of the importance of this life-saving act, an urban intervention called Ice Men was placed on the city’s streets in three of the busiest locations by agency DM9DDB. Ice statues of people with visible internal organs were seen by hundreds of people in downtown São Paulo, and they melted away, leaving just organs behind.
These life-sized transparent sculptures with red acrylic organs inside aimed to show that life goes on after a person dies, and if they donate their organs they could help save someone else’s life.
The ice statues were made with reclaimed water and the water that melts from the statues is then reused to make other statues.
Manuel Coelho, Executive Superintendent of Marketing at Beneficência Portuguesa of São Paulo, said: “We used them as an analogy to the human body. As the ice melted, the organs remained intact, and each featured the message ‘Life goes on. Be an organ donor’
We at health institutions have the obligation to encourage the population to discuss the issue with their families. Open and honest dialogue about organ donation will in itself greatly boost permissions in case of death.
One of the main reasons for organs not being donated is due to the lack of family consent. According to Coelho, many families don’t authorize their relatives’ organs to be donated either because of a lack of information or because they don’t know whether it would be the wish of their deceased relative”.
Swedish retailer IKEA wants to serve Londoners breakfast in its beds.
From 18th-20th May, IKEA is opening a pop-up cafe in London’s trendy Shoreditch area, serving “traditional Swedish breakfasts and offering siestas in a range of their most comfortable beds,” the company said. People can book a bed for a 45-minute slot 7 a.m. and noon to “relax in a single or double bed where they will be served by specially trained waiting staff and sleep specialists,” IKEA said. Then, from noon to 3 p.m., the beds will be available for naps. IKEA said diners can choose pillows from a menu “designed to match the pillow you have in your home and combine the best bits about eating out with those of lazy Sunday lie-ins.” The cafe will be open to the public from May 18 to 20. Booking a bed is free, but the beds themselves won’t be directly for sale at the cafe. Inviting customers to eat on its beds may sound like a strange idea, but it’s not too far-fetched for Ikea, which famously allows customers to nap in its stores. Ikea is running the pop-up shop from May 18 to May 20 in Shoreditch. Via: The Wall Street Journal
Pop-up vending machines shows real cost of cheap clothing
In a social experiment designed to draw attention to the people that make cheap clothes, a vending machine was set up in a public place advertising a white t-shirt for just 2 Euros.
When members of the public put their money in, the vending machine turned into a screen, playing a video highlighting the young, overworked, underpaid and unseen girls behind cheap clothing. The stunt focuses on one girl, Manisha ‘one of millions making our cheap clothing for as little as 13 cents an hour each day for 16 hours’.
The machine then asks the buyer ‘do you still want to buy this €2 t-shirt?’, offering instead the chance to donate that money.
It’s a clever donation mechanic and one that’s done well as shareable content (4m+ views and counting). According to this on the Independent, 9 out of 10 people donated rather than buying the t-shirt.
Fashion Revolution, behind the campaign, is an initiative created ‘to raise awareness of the true cost of fashion, show the world that change is possible, and celebrate all those involved in creating a more sustainable future’.
Source: PR Examples
Melt away seriousness with an office ice cream van Ice cream brand Wall’s is on a mission to ‘melt away seriousness’. To fulfil this mission, creative agency DDB & Tribal Worldwide, Amsterdam created an ice cream truck that fits in the office elevators and corridors around the globe: The Office Ice Cream Truck, a tiny ice cream truck that sneaks into offices and brings ice cream directly to the workplace. The quirky little four-wheeler is part of Wall’s global ‘Goodbye Serious’ campaign that is all about letting a bit of joy in more often. The feel-good online film sees how the miniature truck drives around an office to surprise employees. It cruises through corridors playing the ever-recognizable ice cream truck jingle and moves from floor to floor via the elevator to deliver Cornetto’s and Calippo’s to the unsuspecting employees. The Ice Cream Truck isn’t just used in the online film. As part of the global campaign office employees can nominate their own office for a surprise visit by the little truck to melt away their own serious, or call for a desk order of ice cream at the Wall’s Facebook page
Battersea Dogs & Cats Home #LookingForYou
Battersea Dogs & Cats Home have launched their most ambitious outdoor campaign yet, as the billboards of Westfield Stratford City come to life, like never before. Delivering a world first in outdoor advertising, #LookingForYou campaign has been developed and created by OgilvyOne UK in collaboration with Exterion Media. The objective of the campaign is to highlight Battersea Dogs & Cats Home’s continued mission to rehome its dogs, using innovative technology to engage emotionally with passing shoppers. People visiting Westfield Stratford City in East London are handed specially designed leaflets containing an RFID tag. As they walk past the outdoor billboards around the shopping centre, the leaflet activates Barley – a former Battersea dog, on the screen and engages with them. Battersea Dogs & Cats Home anticipates the emotional engagement people experience with Barley generates heightened awareness of rehoming its dogs
Novices Wanted for Last World First Arctic Expedition Today sees the start of a digital out of home advertising campaign which begins the search for intrepid volunteers to participate in a scientific trek to the Last Pole – the Northern Pole of Inaccessibility, which has never been reached before. The expedition, the flagship of project Ice Warrior by Ascot, Berkshire-based Jim McNeill, one of the world’s most experienced and respected polar explorers, will run from February to May 2016. The search starts today with a national digital out of home campaign across Ocean Outdoor’s premium network of locations. It begins in London (at Eat Street, Westfield London in Shepherds Bush)
Commuters challenged to subway fitness battle After discovering that 74% of Korean office workers confess to a lack of exercise, Reebok created a unique way to encourage others to become more active. By installing a game screen in 2 popular subway stations in South Korea, they set two commuters the challenge of competing against each other for the chance to win a new pair of Reebok shoes. The stunt named ‘Subway Pump Battle’ was launched to coincide with the release of the new footwear line and led to an energetic few minutes as the competitors battled for the better score. Although we can’t see this coming to the busier stations in London, I doubt their will be a lack of willing participants
These billboards give you a good workout…
These Powerade boards from Ogilvy Berlin put you right to work. They’re more like exercise installations than billboards. One of them features a scrolling climbing wall; another invites you to punch it as hard as you can. And all of them will make you work up a thirst that Powerade can then quench.
O&M Hong Kong puts a face to litter louts. Ogilvy & Mather Hong Kong (Ogilvy) has launched a city-wide campaign for the Hong Kong CleanUp Initiative organised by Ecozine and The Nature Conservancy. The campaign, entitled ‘The Face of Litter’, has launched in conjunction with Global Earth Day. With a staggering sixteen thousand tons of waste dumped in Hong Kong every day, the campaign aims to raise awareness of the extent of littering across the city, pinpoint those responsible and encourage people to change their behaviour. Turning to science for answers, Ogilvy has targeted key locations in Hong Kong to collect, analyse and create DNA-based composites of the perpetrators. By combining the expertise of US-based research centres and advanced Snapshot™ DNA phenotyping provided by ParabonNanoLabs, data has been used to create a visual representation of the person who has littered. Because age is impossible to determine through DNA alone, but still integral in creating an accurate portrait, DNA data has been combined with other factors, such as demographics based on the type of litter and where it was collected to determine the approximate age of the litterer. Poster portraits of perpetrators will be placed across the city as well as online. To create further awareness, Ogilvy will also be promoting a video that demonstrates the experiment and warns people not to litter at the risk of becoming the next face of the campaign. Rafael Guida, Executive Creative Director OgilvyOne Hong Kong, added, “While this method may not identify specific individuals, it will be enough to make people think twice about littering. The campaign combines a public service message with science and technology, enabling us to communicate with Hongkongers in a very different way.”
Cool ice cold pizzeria campaign #freshnessfrozen Dr. Oetker created a unique pizzeria that was made out of ice and frozen ingredients. The stunt took place in Liverpool Street and required over 3,400 litres of water to build. Part of the #freshnessfrozen campaign, Dr. Oetker froze fresh ingredients from classic pizza recipes into giant ice blocks weighing an astounding 3.4 tonnes and took over a month to freeze. The campaign encourages consumers to use frozen products. However the photographs within the ice pizzeria were a nice touch, signifying Dr. Oetker’s commitment to creating pizza’s that used classic recipes which had been frozen in time.
May 1, 2015 // By: Kate Cochrane // Stuff we like // No Comment FANTA’s playful new Out-of-Home campaign has transformed a JCDecaux Innovate panel into an exciting media first – a unique Instagram-powered photo booth and instant selfie printer.
The snappy concept – created in partnership between Coca-Cola South Pacific, JCDecaux, UM and Ogilvy & Mather is a media first in Australia and was launched as part of the #FantaTastesLike campaign.
The custom built panel features a backdrop of playful characters and a riot of orange colour inspired by the taste of FANTA’s iconic flavour. Passers-by are encouraged to snap a selfie against the regularly changing bubbly backdrop using their smartphone – and to share their image on Instagram via #FantaTastesLike. By checking into the “Fanta Printergram”, participants instantly receive a high quality branded 6×4 print out of their selfie, direct from the panel.
“It’s fantastic to work with partners who continually push the boundaries of the Out-of-Home format, said Essie Wake, Marketing Director – JCDecaux Australia. “FANTA’s campaign uses the latest in socially driven instant printing technology to deliver a two way conversation that is playful and rewarding. We are excited to be at the forefront of making this technology accessible to brands.’’
Danni Robinson, Innovate Operations Manager – JCDecaux Australia said: “Integrating printing technology into our Innovate panels is a first for JCDecaux and the Australian media landscape. We are truly excited to be partnering with Coca-Cola South Pacific to deliver this ground breaking campaign.”
Billboard Made Of Clothes Pops Up In Sydney GPY&R and oOh!media have created a billboard made from washing, for LG Electronics Australia. All 71 items were washed in a single load in the LG ultra large capacity washing machine and then assembled on the billboard at oOh’s fabrication warehouse. The billboard, located on Qantas Drive near Sydney International Terminal, measured 12m x 3m and comprised of five bed sheets, twelve bath towels, five tablecloths, eight shirts, nine t-shirts, ten pillow cases, nine pairs of underwear, six washcloths and seven handkerchiefs. Lambro Skropidis, general manager of marketing at LG Electronics said: “One of the most powerful tools in advertising is the product demo. This one is simple, impactful and sure to resonate with busy Aussie families for whom laundry can be a part of their daily routine.”
Coke brings some cool summer colour to Oz
Despite being one of the most well-known brands in the world, Coca-Cola wanted to drive the knowledge and popularity of their global brand in an increasingly hard to reach youth market. To engage this audience and get them talking, drastic changes to the original can were made — the cans shrunk to a smaller 250 ml size and became available in six new colours.
Through social media and the use of the #colouryoursummer hashtag, the changes to the brand were shared and drove momentum behind the word-of-mouth campaign.
To promote this campaign UM, Coca-Cola and JCDecaux teamed up to create a first in Australian OOH with a Digital, Fridge Dispenser all in one panel. The multiplatform approach played into the social media hype by the use of a hashtag #colouryoursummer.
By heading up to one of the Innovate panels located in multiple locations across Brisbane, Melbourne and Sydney, the digital screen engaged by asking the audience to interact and rotate the colourful cans located on the screen — the reward was an ice cold Coke in one of the new smaller-sized cans.
Mexico Tourism Board made billboards out of snow in Chicago
Lapiz agency has created a fun campaign for the Mexico Tourism Board. After an unexpected springtime snowstorm in Chicago, the agency called on local street artist NosE Lanariz to make some outdoor ads from the stuff—as you can see in the video below.
The campaign hit three locations in the city, with headlines like, “Take Your Clothes Off”, “Come Melt Under The Sun” and “Beaches With Sand This White.”
Coke Zero Unveils a Drinkable Billboard
During the NCAA Men’s Final Four competition, Coke Zero and Ogilvy & Mather unveiled a drinkable billboard filled with soft drink to cater for thirsty basketball fans.
Situated in White River State Park in Indianapolis, the 23,000-pound structure features a massive 4,500-foot straw that spells out “Taste It”, with the soft drink travelling from the bottom of the billboard to a sampling area filled with six fountain spouts.
Pushing all that liquid through the tube is no easy task; the billboard uses over 75 valves, four high-pressure pumps, and 16 sensors to get the soda flowing smoothly with the help of compressed air
Carlsberg unveils free beer billboard
Lager brand Carlsberg has created a poster that dispenses free beer, as part of its ‘Probably the best beer in the world’ campaign.
The poster is located on the side of the Old Truman Brewery in London’s Shoreditch and reads ‘Probably the best poster in the world’. Passers-by will be able to help themselves to a free, cold half-pint of the Danish lager today (8 April), from 1-7pm.
Fold 7 has created the installation in collaboration with Mission Media. OMD UK, The Marketing Store and Clifford French are handling the digital media, social media engagement and PR activation respectively.
Fold 7 will continue to bring the ‘If Carlsberg did’ strap to life across the year through various channels, including out-of-home, social and digital.
Dharmesh Rana, senior brand manager at Carlsberg UK, said: “We want to get the Carlsberg brand in front of as many beer drinkers as possible. To do this, we have to think differently with our approach and can’t just rely on great TV advertising.
“‘If Carlsberg did posters’ is one of many ideas that we’ll be developing over the course of the year to ensure that beer drinkers up and down the country see the Carlsberg brand in a new and engaging way alongside TV.”
Ryan Newey, Fold 7 founder, added: “‘If Carlsberg did’ is an iconic property. Our challenge was to take something that is already so well known and bring it to life in a way that will engage today’s consumer.
“Our ambition was to create the world’s best poster, and one that serves beer could certainly fit the bill.”
Roadside billboard in Peru doubles as thriving lettuce farm
The Latest Pollution-Busting Billboard Grows Chemical-Free Organic Vegetables
UTEC and FCB Mayo Peru are giving away hydroponically grown lettuce to promote the university and feed the community.
The team behind the award-winning billboard that literally pulls water from thin air, and one that purifies air, are back, and this time they’re growing heads of lettuce.
Peru-based UTEC (University of Engineering & Technology) and agency FCB Mayo Peru have built a massive hydroponic billboard that pulls water from the air through a series of 10 large dehumidifiers. So far, the “Air Orchard” has produced more than 2,800 heads of lettuce, which are given away to passersby. The “ad,” situated on Peru’s largest highway, also produces 96 litres of drinking water each day
The project continues the university’s tradition of trying to solve an engineering problem creatively to attract students. In this case, the billboard is tackling the issue of pollution-free foods: Farms in that region are irrigated by local rivers that are contaminated with arsenic, lead, and cadmium. According to a release, hydroponically grown vegetables are also five times more nutritious than those grown in soil.
The university and agency originally partnered in 2013, using the dehumidifiers to pull water to be distributed in the desert region. The campaign went on to win four Gold Lions in Cannes that year. Last year, it debuted an air-purifying billboard that cleaned 100,000 cubic meters of air daily in a five-block radius.
Birds Eye freezes real cash in giant ice billboard stunt
People on the Southbank in London yesterday were able to pick out cash from a giant frozen billboard erected by Birds Eye in a PR stunt to promote frozen food.
The food brand, best known for its fish fingers and peas, created a giant 20ft ice block with coins and notes frozen inside to raise awareness of food waste and encourage consumers to use their freezers.
The four-tonne ice block, which took over one month to freeze and eight days to build, contained £700 cash – the amount Birds Eye claims consumers would save if they froze surplus food instead of binning it.
Passers-by were able to pluck out the cash as the ice melted in the sun.
The activity was designed to launch Birds Eye’s new marketing campaign -iFreeze, iSave, which aims to show people they can save money by freezing food. The brand has created a digital hub with freezer tips and a TVC will run until May.
“We’re incredibly excited by this campaign as we understand the pressures families are under to save money,” said MD Andy Weston-Webb.
“Reducing food waste by making the most of the freezer will not only help families to do so but it will also help the UK to become more sustainable and resourceful, something we’re very proud to be a part of.”
The campaign was created by Havas Worldwide, Havas Media, Mischief PR, Live & Breathe and Jam
Via: Marketing Magazine
A Two-Sided Word Puzzle on London Streets Takes on Homeless Stereotypes To promote its Nightstop program, in which volunteers offer homeless people ages 16 to 25 spare beds, homelessness charity Depaul UK launched a poster campaign that uses the architecture of buildings to help win the hearts and minds of passersby. To combat the apprehension that prevents people from opening their homes to homeless strangers, three variations of the poster have been put up in six sites around London, with plans to expand the campaign to other cities across the U.K. The campaign is hoping to fight the stereotype that all homeless youth are substance abusers or the idea that only trained social workers are equipped to help them. Viewed as a single page, the left side of the poster reads like a laundry list of preconceived ideas about the homeless. But stepping back to read the full text of both sides straight across changes the message, which includes a number to contact for those wanting to volunteer. The design is cleverly done—if not flawless—as it requires you to read both sides in order for the big reveal to make sense.
Duty Free /
Retail Media &
or jet bridges)
Stands / Zones
as an ecosystem
OCS in Numbers
Total sample in UK
Release Date Feb 2015
Countries OCS is run in
Brands now included on the
Number of OOH formats
analysed within OCS
Did you know…
According to the new
OCS data 64% of all
London adults think
shopping centres are a
good location for a
Driven by technology…
Connected Things will be
used by smart cities in 2015
Have researched a product
or service on their device
Smartphone unit sales in
made every minute in
Q1 2015 global smartphone
value versus previous period
And consumer expectation
Connected "Things" Will
Be in Use in 2015
Of transactions in London
The percentage of
penetration in 2014
Of social media users share
a purchase on social media
Influencing Digital Behaviour: Driving
Mentions of "gocompare" OR "gocompare.com" OR "go compare" AND "graffiti" OR
"poster" OR "billboard" OR "OOH" OR "outdoor"
Popularity – Total Mentions on Twitter – 3,069 over period
Influencing Digital Behaviour:
Driving Search: Social Media
Spend by OOH format: January –April 2015
Spend Trends- Roadside
Spend by OOH format: January –April 2015
Spend Trends- Transport
Consolidated Market Place
Others Est. Market share based on revenue
Roadside, rail, malls, supermarkets, airports and
Nationwide across environments in all the key cities
across the UK
Roadside: Continued investment in digital. Key new digital
locations include The M4 Tower and The Holland Park
Rail: Waterloo Motion set to launch at Waterloo Station.
Continued expansion of Transvision and D6 networks
Retail: M-Vision will expand to further premium malls as D6
network extends and digital investment at Tesco
Airport: Digital and high impact media space will be
unveiled for Heathrow Terminal 2 launch
Experiential: Newly launched division JCDecaux Live is
set to expand the multi-environment portfolio further
Connected Commuter and Connected Youth
‘Power of Influence’ research and new ‘Business Traveller
2’ insight from JCDecaux Airport
JCDecaux is a privately owned French OOH advertising
company, founded in 1964 in Lyon with a small business
based on street furniture.
Reporting €2,676.2 million in revenue in 2013, JCDecaux
now operates in more than 55 markets worldwide
About JCDecaux Key Areas For Investment
Geography Proprietary Research
Media where it matters
Roadside, supermarkets, shopping malls, digital portfolio,
Special builds, digital and interactivity:
Storm- Storm is designed to revolutionise premium digital out-
of-home. It launched with The Chiswick Towers and Cromwell
Road Tower, The A40 Power Station and Coventry House at
Piccadilly Circus. The portfolio is further strengthened with the
North London Towers
Mobile platform- Clear Channel UK and Metro have
announced a partnership that will bring free content to
commuters at mobile-enabled bus shelters with interactive
tags right across the UK
Part of Clear Channel Communications Inc, the American-
based global media and entertainment company, CCO
was bought out by venture capitalists in 2008 and in 2013
posted revenues of $2.9bn worldwide.
Built on the foundations of a national network of bus stop 6
sheets, the UK business has since expanded via an
extensive portfolio of iconic, digital and mobile assets
About Clear Channel Key Areas For Investment
Underground, bus, retail (Westfield Stratford, Westfield
London and One New Change), National Rail
National with a dominant presence in London
Increasing digital offering across Rail & London
Illuminated New Bus For London
Performance 48 sheets National Rail
Expansion of retail offering
Birmingham Express Roadside digital
work.shop.play and London Worker Planning Tool
Part of American-based CBS Corporation, the sale of
CBS Outdoor International to LA-based Platinum Equity was
announced summer 2013. CBS Outdoor has now rebranded
to Exterion Media.
About Exterion Outdoor Key Areas For Investment
Roadside, cinema, Glasgow subway
National coverage with sites in all major cities across
the UK and Glasgow Underground
HD 48s, HD 96s, backlights, illuminations and illumination
enhancement project via LED, digital 6 sheets, DEPs,
ongoing audit of panels across the UK,
recent improvements to key sites
Primemobile, Primedesign, Hitwise, EPOS, Shopwyre,
Jointly owned by GMT Communications Partners LLP and
the Primesight management team, Primesight is a UK-
based business which posted turnover of £60m in 2011
About Primesight Key Areas For Investment
Results are our culture
Large-format digital, iconic landmark and super-premium
Ocean has a regional footprint that spans the following
UK cities: London, Birmingham, Liverpool, Manchester,
Leeds and Glasgow
Ocean practices 'The Art of Outdoor', with every site in the
Ocean portfolio having a unique quality and personality
Regional site expansion
The Science Behind the Art of Outdoor
Ocean Outdoor, launched in 2005, is a boutique, UK-based
media company pioneering creativity in digital OOH via an
expanding portfolio of large-format, high profile sites
In May 2012 a management buyout, backed by LDC Capital,
purchased the business from Smedvig Capital for £35m
In 2014, Ocean Group acquired Signature Outdoor and in
2015 expanded further with the acquisition of MediaCo.
Ocean Outdoor reported revenues of £23.4 million in 2012
About Ocean Outdoor Key Areas For Investment
news, views, events
Richard Reed at ‘The Pioneers’ event
Posterscope awarded CPD Platinum for the
second consecutive year