This edition of Media Digest covers a broad economic outlook and highlights from the Bellwether Review, OCS6 - Posterscope’s 6th edition of its Out-of-Home Consumer survey - that launched in February, recent mobile insights, consumer and digital trends for 2014, as well as the latest insights from our trading partners.
European programmatic trading continues its double-digit growth, increasing an impressive 76% from April 2014 to April 2015, thanks in large part to steep climbs (333%) in spending for brand formats. From 1Q14 to 1Q15, ad spend jumped 119% as advertisers dedicate bigger portions of their budget to programmatic channels.
Global Programmatic Ad Spend Trends by TurnJoinville
Programmatic advertising data results published by Turn outline industries and their competition levels, spend during 2014, Jan-May, compared to 2013.
The results were provided using the global standard methodology for measuring the level of competition in the marketplace, to evaluate the advertising industry.
Read more: http://www.turn.com/proof#turninsightreports
The 2016 New Business League report looks at the creative, digital and media agencies business wins (and losses) over 2016, both globally and in several major markets.
European programmatic trading continues its double-digit growth, increasing an impressive 76% from April 2014 to April 2015, thanks in large part to steep climbs (333%) in spending for brand formats. From 1Q14 to 1Q15, ad spend jumped 119% as advertisers dedicate bigger portions of their budget to programmatic channels.
Global Programmatic Ad Spend Trends by TurnJoinville
Programmatic advertising data results published by Turn outline industries and their competition levels, spend during 2014, Jan-May, compared to 2013.
The results were provided using the global standard methodology for measuring the level of competition in the marketplace, to evaluate the advertising industry.
Read more: http://www.turn.com/proof#turninsightreports
The 2016 New Business League report looks at the creative, digital and media agencies business wins (and losses) over 2016, both globally and in several major markets.
This is the fifth annual edition of the R3 China Media Inflation Report covering inflation forecasts for Y2015 in all key national and local media spaces.
Find out more about topline and methodology, click below:
http://www.rthree.com/r3/index.php/en/insights/by-topic/return-on-marketing-investment/return-on-media/1301-china-s-media-inflation-slows-for-2015-still-outstrips-cpi-by-3x
R3 (www.r3ww.com) was set up in 2002 in response to an increasing need from marketers to enhance their return on marketing investment, and improve efficiency and effectiveness.
Visit our website to learn more about our service and other publications.
www.rthree.com
TYNY forecasts India’s advertising investment to reach an estimated Rs. 91,641 crores this year. This represents an estimated growth of 10.7%, for the calendar year 2020.
Ramadan Ads: Understand your audience and fine-tune your messageSocial Samosa
Httpool announces the launch of the Ramadan Insights Paper 2021. The paper is aimed at brands and marketers to streamline and improve planning processes during this period.
Based on data received from 59 markets across the Americas, Asia Pacific and EMEA, Carat’s latest global advertising expenditure forecasts that global advertising spend will grow by +4.0% in 2015 to US$529billion, a slight decline from the +4.6% predicted in March 2015, and 2016 is predicted to grow by +4.7%, accounting for an additional US$25billion in spend.
This is the fourth annual edition of the R3 China Media Inflation Report covering inflation forecasts for Y2014 in all key national and local media spaces.
“Media Digest” offers a broad economic review along with our current forecasts, a deeper dive into the OOH sector category-specific insights, and a whole range of recent projects from us and some of our partners – with a special feature this time on smartphone usage and its impact on consumer behaviours.
Don't miss our report on the main factors driving media inflation in China 2018. This report includes a both a brief summary and the national media inflation forecasts.
EY Report: Impact of COVID-19 on the M&E sectorSocial Samosa
The Media & Entertainment sector is facing unprecedented challenges from the spread of COVID-19. This report by EY traces these changes and the impact of the pandemic on the sector.
Media Digest is Posterscope’s bi-annual update of the latest research and insight relevant to the OOH industry.
This latest edition 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 thoughtpiece 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.
This is the fifth annual edition of the R3 China Media Inflation Report covering inflation forecasts for Y2015 in all key national and local media spaces.
Find out more about topline and methodology, click below:
http://www.rthree.com/r3/index.php/en/insights/by-topic/return-on-marketing-investment/return-on-media/1301-china-s-media-inflation-slows-for-2015-still-outstrips-cpi-by-3x
R3 (www.r3ww.com) was set up in 2002 in response to an increasing need from marketers to enhance their return on marketing investment, and improve efficiency and effectiveness.
Visit our website to learn more about our service and other publications.
www.rthree.com
TYNY forecasts India’s advertising investment to reach an estimated Rs. 91,641 crores this year. This represents an estimated growth of 10.7%, for the calendar year 2020.
Ramadan Ads: Understand your audience and fine-tune your messageSocial Samosa
Httpool announces the launch of the Ramadan Insights Paper 2021. The paper is aimed at brands and marketers to streamline and improve planning processes during this period.
Based on data received from 59 markets across the Americas, Asia Pacific and EMEA, Carat’s latest global advertising expenditure forecasts that global advertising spend will grow by +4.0% in 2015 to US$529billion, a slight decline from the +4.6% predicted in March 2015, and 2016 is predicted to grow by +4.7%, accounting for an additional US$25billion in spend.
This is the fourth annual edition of the R3 China Media Inflation Report covering inflation forecasts for Y2014 in all key national and local media spaces.
“Media Digest” offers a broad economic review along with our current forecasts, a deeper dive into the OOH sector category-specific insights, and a whole range of recent projects from us and some of our partners – with a special feature this time on smartphone usage and its impact on consumer behaviours.
Don't miss our report on the main factors driving media inflation in China 2018. This report includes a both a brief summary and the national media inflation forecasts.
EY Report: Impact of COVID-19 on the M&E sectorSocial Samosa
The Media & Entertainment sector is facing unprecedented challenges from the spread of COVID-19. This report by EY traces these changes and the impact of the pandemic on the sector.
Media Digest is Posterscope’s bi-annual update of the latest research and insight relevant to the OOH industry.
This latest edition 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 thoughtpiece 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.
Posterscope’s ‘Media Digest’ features in-depth analysis of the market, including a broad economic review and forecast, and featuring key learnings from a wide range of recent interactive and brand-building campaigns.
We cover all you need to know about the latest edition of our insight tool, Out-of-Home Consumer Survey 5, as well as how our partnership with Sysomos can benefit the social side of campaigns. Moreover, we deep-dive into mobile insights and provide a glimpse into the latest tools and projects recently launched by our media partners, and much more.
Emarketeers Digital iSkills Survey 2014 in association with Home of SocialEva Keogan
The first Emarketeers Digital iSkills Survey looking into the skills base and capabilities of the digital marketing industry published in March, 2014 reveals that while 2014 is predicted to be another good year for advertising in the UK with digital marketing at the forefront of growth, the industry may not be adequately prepared.
Three key problem areas for the industry were identified including; resource and time, skills and knowledge, budget and cost. Using the insights gained from the survey, Emarketeers has developed the iSkills Six keys to success for 2014.
Summary of Key Findings
Lack of investment in Resource, Skills and Knowledge
The survey findings show that one of the biggest challenges for the digital community in 2014, and beyond, is to keep digital talent and skills in line with digital spend levels and continued growth and technological development. Results from the survey indicate that there is a skills and knowledge gap appearing which could potentially hinder digital progress in the longer term.
With the growth forecast of 20% for this year, it is even more surprising to find that only 20% of organisations are planning to recruit digital talent in 2014. Digital marketing is also suffering from a skills shortage as senior roles are being left unfilled.
Training and Skills Development a Low Priority
Formal training appears to be low on the agenda with only 75% of respondents receiving any training, while investment per capita is under £300. Digital marketers are largely in charge of their own development at the moment using virtual and self service tools for development.
The Digital Agenda
Respondents were very clear that the integration of the old and new loom large on the horizon for them in 2014; specifically when it comes to the blending social media and content marketing into the mix. Agencies are also set to benefit from outsourcing of SEO and PPC. Accountability and transparency of ROI is also a key factor, as is integration of old and new marketing techniques.
For further information, please contact eva (at) homeofsocial (dot) com
The first Emarketeers Digital iSkills Survey is published today, and was created in order to look at the skills base and capabilities of the digital marketing industry.
The major finding is that whilst 2014 is predicted to be another good year for advertising in the UK with digital marketing at the forefront of growth, the industry may not be adequately prepared for it.
Three key problem areas
Three problem areas for the industry were identified as follows:
Resource and time
Skills and knowledge, and
Budget and cost.
Summary of Key Findings
1. Lack of Investment In Resource, Skills and Knowledge
Highlighted within the report, is the key challenge of keeping digital talent and skills in line with digital spend levels and continued growth and technological development. Results from the survey indicate that there is a skills and knowledge gap appearing which could potentially hinder digital progress in the longer term.
With revenues forecasted to grow by at least 20% for this year, it is even more surprising to find that less than a quarter of organisations are planning to recruit digital talent in 2014. In addition, digital marketing is also suffering from a skills shortage as senior roles are being left unfilled.
2. Training and Skills Development a Low Priority
Formal training appears to be low on the agenda with only 75% of respondents receiving any training, while investment per capita is under £300. Digital marketers are largely in charge of their own development at the moment using virtual and self service tools for development.
3.The Digital Agenda
Respondents were very clear that the integration of the old and new loom large on the horizon in 2014; specifically when it comes to the blending social media and content marketing into the mix.
Implications for the digital marketing industry
As digital evolves, both clients and agencies will find it much harder to hire specialists, either due to a lack of talent or experience, or increasingly, affordability as those with experience demand higher salary levels to reflect their expertise. 80% of those surveyed claimed they would not be recruiting digital marketing specialists within the next 12 months.
As organisations continue to under-invest in formal training, a lack of consistency or standardisation may well result in higher recruitment costs and lower levels of staff retention, as well as sub-optimal business results driven by lack of knowledge or understanding in key areas of the purchase cycle.
Key take-outs and learning
To keep up with the digital curve, companies need to implement company- wide blended training. programmes, and invest in talent, not just through training, but via mentoring and personal development. As skills and knowledge gaps lessen, this should lead to greater confidence in selling digital internally and understanding the true power of digital.
Medical Office Marketing ROI MeasurmentMichael Wolfe
This is a case study pertinent to hospitals and multi-office medical and dental practices that will enable them to do smarter and more effective marketing through a marketing effectiveness measurement system
Ernst & Young the Luxury & Cosmetics Financial Factbook
The industry faces three main challenges in the year ahead:
• Manage demand worldwide — This year, the industry has been impacted by currency
volatility: many consumers have abandoned local markets and shopped abroad instead,
to benefit from pricing differences. Most dramatically, while domestic consumption
in mainland China dropped 3% in 2014, Chinese consumers increased their spending
globally by 8%. Luxury companies have started to re-think the idea of a consistent offer
throughout the world, to minimize further effects of currency variations. The choice
is between maintaining a consistent pricing policy without adapting to specific local
fluctuations, or presenting a variable price for each area, chasing exchange rates and
purchasing power.
• Define an omni-channel strategy — Most companies are refocusing their strategies on
the customer experience: omni-channel, flawless retail management, people excellence.
Brands are seeking to take control of their operations by managing a dedicated retail
network. In parallel, companies have to deploy their presence worldwide and thus
continue to develop their wholesale portfolio, focusing on the high quality of their
partners. Digital is increasingly important, both as a marketing tool and as a sales
channel. Companies can no longer focus on a single channel: they have to define a
consistent strategy for all distribution networks and adapt their DNA specifically for
each channel, including social media.
• Fine-tune the retail model — The muscular retail strategy carried out by the major
international brands in worldwide tier-one cities has lowered the return of top-line
growth that can be obtained by increasing direct distribution networks. Today clients
are well informed about what they want to buy because of a combination of continuous
on-line/off-line switches, word of mouth, social communities. This may lead to a partial
redefinition of retail strategies, with selected closures of less-performing retail shops,
focus on core locations and well-positioned flagships, reduction in the average size of
directly operated stores (DOS) to improve main sale ratios and reduce costs.
Publishers face the ever-changing complexities of selling display ads and reaching new audiences. As a business partner to publishers around the world, Google is no stranger to these challenges. We rely on data-based insights to guide our business decisions. During our routine deep-dives into the publisher display dynamics, we frequently notice trends that may be of interest to our clients as well, which is what prompted us to introduce this research publication.
In a new COVID-19 world, what do consumers think, feel and do with regards to the OOH space? And what is their perception of brands currently using OOH? We aimed to find.
“The Mobility Mindset”, a new research study conducted by Posterscope, has revealed that almost two-thirds of people are feeling more appreciative of their local community and have a heightened emotional connection to their out of home environment since the pandemic, and this is having a “knock on” effect on noticeability and positivity towards OOH advertising.
Research was conducted by Dipsticks Research Group using its online panel, Panelbase, amongst 1,025 nationally representative adults aged 18-55. Fieldwork took place from Thursday 24th to Sunday 27th September, directly after the new national measures were introduced on September 24th.
Now we are a few months into the Government’s recovery strategy, we are fully aware that our time at play will not be returning to the way it was for some time yet.
Much like other parts of Europe, we have seen a staggered re-opening of shops, leisure and entertainment venues over the last couple of months, with recent announcements from the UK Government further relaxing lockdown restrictions.
This piece ‘Playing Safe' looks at the current situation and that of the near future of key areas of play; food, drinking and socialising, street parties, festivals and sporting events, and how OOH can be used in the most effective way to reach people during their leisure time.
Posterscope's piece Working out the Wold of Work looks into the changing face of work now and in the near future as a result of Covid-19. From regional differences working from home, mobility trends, new behavioral patterns , and what this means for Out of Home.
In Posterscope's Audience and Brands Head Out of Home we look at the increase in audience mobility (now 70.8 versus pre-Covid baseline of 100), the effect on retail as people flock back to the shops, and the automotive market. And we take a look at how OOH is perfectly placed to help brands capitalise on this moment.
Psi global ooh predictions post covid19Posterscope
With the sharp adoption of new technologies blurring the balance between an increasingly virtual way of living, how will the way we navigate the world change in the new normal? PSI, outline their predictions for travel and the out of home ( OOH) industry.
Since the Government published its Coronavirus recovery strategy, we have been moving quickly through the relaxation of lockdown in ‘steps’ and are now celebrating the large milestone at which non-essential businesses are permitted to reopen, if they can become “Covid Secure”. Now at Step 2, it is starting to feel like the return to normality of sorts, albeit with one-way systems, queues to enter shops and Perspex screens.
But how do we expect the high street and retailers to fare? what role will local communities play in the near future? and how will the role and behaviours that brands have taken during the pandemic affect consumer behaviour?
Posterscope’s latest article ‘All Hail Retail’ looks at SHOP in the NEAR, focusing on all these questions along with the role OOH can play in reaching these shoppers in the right locations in a dynamic, agile and relevant way.
There is no doubt that shopping as we know it, will remain changed for some time yet. Appetite is of course there; we will simply see retailers adapting and evolving to ensure customer safety.
One thing for certain, is that while there will be both winners and losers on the high street, more importantly, there will be opportunities for new businesses to develop and succeed – let’s not forget that after crisis follows a period of rapid innovation… and so we should be positive in expecting new businesses, new approaches, and new experiences on our High Streets.
To help provide a picture of people's return to the broader OOH space, Posterscope has collaborated with our mobile data partner Three UK, to analyse every postcode sector up and down the country. Last week’s mobility index was 66.9 up from 65.7 the previous week, versus the pre-Covid baseline of 100
The OOH industry is governed by human movement, and human movement is the touch-paper of global pandemics. Where it goes, so viruses go too. We find ourselves in a new and likely forever-changed world of human movement, meaning OOH must evolve to remain relevant.
To help provide a headline picture of the return of audiences into the broader OOH space, we have collaborated with our telecoms data partner Three mobile, to analyse every postcode sector up and down the country to understand the journeys people are taking to supermarkets, retail areas or trips on major roads – providing Posterscope with the most detailed understanding of mobility in the UK, and with no ‘lag’ time.
Flexibility agility relevancy will be key ingredients in post lockdown advert...Posterscope
Reflecting and respecting the mood of the country has been a key theme for advertisers during this Pandemic, with the brands that have, seeing their work shared and celebrated. What happen next with lock-down is still unclear, however it does seem certain though is that no one will be going back to what is already becoming the “old” normal for a long time, if ever. It is also clear that this will affect how advertisers communicate with customers moving forward. Flexibility, agility and relevance will be key ingredients in designing communications in the coming months, if not years.
Effectively and efficiently travelling through towns and cities has always been key to keeping a city moving in terms of business, shopping and our social lives. How we do that, and the effect it has on the environment, our bank accounts and stress levels, has been a growing debate over the last few years.
The OOH industry is built to capitalise on the movement of people with much of the industry’s infrastructure coming from transport networks. In recent weeks however all of this has been interrupted. Normal travel behaviours have been disrupted, and with changes to travel patterns comes changes to out of home advertising too.
Here we consider what a post-lockdown society might look like, and how we might travel through it, from the potential increase in car usage, to returning to public transport and the reappraisal of the rush hour commute.
Home is where the work is - WORK in the NOWPosterscope
In this edition we focus on WORK in the NOW. It’s probably fair to say that over the last two months just about every one of the 32.6 million people employed in the UK (ONS, 2019) has experienced unprecedented changes to their working lives, following the government’s lockdown announcement on the 23rd of March. In ‘Home is where the work is’ we look at the change in commuter activity, the effect on Supermarket sales figures, different audience behaviours as city workers go suburban, and relevant OOH touchpoint to address the new now.
Posterscope: Supermarket Peep: A Glimpse at UK Shopping Behaviours in the NowPosterscope
Analysis of major GB data sources for grocery retail illustrates the significant changes we have seen in shopping behaviour over the last 6 weeks. It demonstrates when these changes were most profound, where they were happening and indicates that in the most recent weeks that overall retail spend is starting to stabilise. This edition of Posterscope’ Now, Near, Next series looks at Shop in the Now, focussing on the retail winners and losers, the UK as a nation of baking and beer, the change to shopping locally and the need for advertising to be more aware of itself than ever.
PSI: The Global Travel & OOH industries in 2020 and beyond Posterscope
2019 proved to be another rollercoaster year for the global travel industry, and 2020 promises to be no different, as fluctuations in the economy, technology and politics continue to affect the way that people navigate the world. This is evident across all industries, not least in the global travel and international OOH sector. As the year is beginning to unfold, PSI has looked into what the rest of the year behold from the increase in hyper personalised travel experience, the global transformation through OOH automation and being connected at 35,000 feet
PSI: The Global Travel & OOH industries in 2020 and beyond Posterscope
2019 proved to be another rollercoaster year for the global travel industry, and 2020 promises to be no different, as fluctuations in the economy, technology and politics continue to affect the way that people navigate the world. This is evident across all industries, not least in the global travel and international OOH sector. As the year is beginning to unfold, PSI has looked into what the rest of the year behold from the increase in hyper personalised travel experience, the global transformation through OOH automation and being connected at 35,000 feet
With advances in data, technology and inventory, along with strong growth, OOH remains in great health. And that’s great news, but what we’re really excited about is what’s yet to come.
Posterscope has gazed into the future to unearth what will help shape the 2020 OOH landscape, in what promises to be another thrilling year.
Four key factors that will accelerate air travel in 2019Posterscope
Renovation and expansion of airports all over the world continues at a rapid pace as flyer demands grow and change. As a result, we’ve seen an increased drive for more integrated advertising within the airport environment, focused on reflecting passenger journeys and enhancing these through service provision.
James McEwan, Managing Director, PSI, looks at four factors enabling more engaging and timely advertising from operators throughout the travel sector:
2018 looks set to be another roller-coaster year for the global travel industry. Here PSI identify some of the political, economic and technological factors that will impact the way consumers travel this year.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
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Key Takeaways:
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Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
3. Economic Review 2014
Advertising Review (IPA Bellwether Q4 2013)
Insight Tools OCS6
- Out-of-Home Consumer Survey
Mobile Insights
- Convergent Solutions for High Street Retailers
Consumer and Digital Trends for 2014
Media Owner Insights
JCDecaux Airport
- Airport Research Identifies How High Net Worth Business
Travellers are at the Forefront of Social and Technology Adoption
Clear Channel
- Clear Channel Identifies the “Spend Now Save Later” Mentality
of the Ngen Audience
Exterion Media
- Exterion Media Make it Easy to Access Urban Audience Insights
Primesight
- Primesight Continue to Promote Their “Results are our Culture” Approach
JCDecaux
- JCDecaux Mobile Geo-Fencing Research Confirms the Importance
of Size and Stature in the Mall Environment
Admedia
- Admedia Research Demonstrates the Prevalence, Value and
Desires of Mall Shopping Amongst the Student Population
Page
4
5-6
7-9
10-13
14-16
17
17
18
19
20
21
22
Contents GDP Growth
Q2 Q3 Q4
Quarterly Changes in GDP 2008 - 2013
4
Internet as a % of all Retail Sales
(January Monthly Figures for Each Year)
4.4
6
7.1
8.7 9.4
10.5 10.7
0
2
4
6
8
10
12
2008 2009 2010 2011 2012 2013 2014
%
11%
89%
4.4
6
7.1
8.7 9.4
10.5 10.7
0
2
4
6
8
10
12
2008 2009 2010 2011 2012 2013 2014
%
11%
89%
10
14
17
Talk to us:
clearthinking@clearchannel.co.uk /
#clearthinking / @clearchanneluk
Clear Channel UK33 Golden Square /London / W1F 9JT / United Kingdom
T +
44 (0)20 7478 2200
Contacts
Matthew Walker
D +44(0)2074782941
E matthew.walker@clearchannel.co.uk
GuyMelzack
D +44(0)2074782970
E guy.melzack@clearchannel.co.uk
Design
JamesChipm an
D +44(0)2074782343
E james.chipm an@clearchannel.co.uk
Where bigideas arewelcome
18
Voucher or
coupon
Free Wi-Fi Competition To find out
about more
about the
product/brand
Fill some
time while
I wait for
film/bus/train
etc....
Download
content
e.g. music/
video
Country: UK Date: May/June 2013 Base: Total Respondents (265)
Just to see
how it works
Play a game To pay for/
order goods/
services
Comment via
social media
Reasons for interacting with OOH
20
Control Group
No Mall
advertising
Test
Group
1
Digital
6
sheets
(D6)
Test
Group
2
Digital
6
sheets
(D6)
&
M-‐Vision
Spontaneous Brand Awareness for
Dior (Beauty/Fragrance Category) 19% 39% 40%
Spontaneous Advertising Awareness
for Dior (Beauty/Fragrance Category) 18% 29% 29%
Advertising Awareness for Dior
attributed to OOH in Shopping Mall n/a 24% 33%
Prompted Advertising Recall for Dior 55% 64% 66%
Premium Brand Perceptions for Dior
“High End”
“Luxury”
69%
63%
75%
64%
85%
73%
Dior Consideration 19% 22% 26%
Dior Recommendation 28% 36% 43%21
19
22
4. POSTERSCOPE MEDIA DIGEST - 2014 4
GDP Growth
Q2 Q3 Q4
Economic Review 2014
Source: Office for National Statistics
2013 UK Economy Grew at Twice the Rate Previously
Forecasted by HM Treasury
The UK economy grew by 0.7% in the fourth quarter of 2013, bringing the annual growth rate to 1.9%,
according to the Office for National Statistics (ONS). This figure was double the 0.9% previously forecast
for the year by HM Treasury.
This rosier GDP figure has been portrayed as a sign of recovery by the government, albeit a cautious and
precarious one: “The economy is growing robustly as lifting uncertainty and thawing credit conditions
start to unlock pent-up demand. But significant headwinds — both at home and abroad — remain, and
there is a long way to go before the aftermath of the financial crisis has cleared and economic conditions
normalise” (Bank of England).
The picture for 2014 appears more positive too, with new forecasts placing UK GDP growth at 2.7%
(HM Treasury). According to a snapshot of views of the UK’s top economists from the BBC, interest
rates in the UK are unlikely to rise this year. An overwhelming majority, 93% of the 28 economists polled,
think rates will still be 0.5% at the end of 2014, with more than half predicting the first rise will be in the
second half of 2015. More than 40% believe unemployment will fall to 7% in 2014, from 7.2% now.
Global growth is projected to strengthen moderately. This is driven largely from the advanced economies,
where output is expected to expand at a pace of circa 2% in 2014, about 0.75% more than in 2013.
However growth in the Euro area will be held back by the very weak economies in the periphery, whilst
emerging markets and developing economies are projected to expand by about 5% in 2014 (IMF, 2014).
Quarterly Changes in UK GDP 2008 - 2013
UK GDP Growth
5. POSTERSCOPE MEDIA DIGEST - 2014 55 POSTERSCOPE MEDIA DIGEST - 2014
Advertising Review
Source: Nielsen adDynamix
Continued Growth in OOH with Positive Predictions for
Both OOH and the Market in 2014
Warc’s Consensus Forecast is an aggregate based on a weighted average of predictions from various
sources, including advertising agencies, media monitoring companies and industry bodies. For all media,
they predict a 5.4% growth for 2014. In monetary terms, UK adspend is now expected to reach a total of
£18.8bn in 2014.
With regards to outdoor, Q4 2013 OOH expenditure figure of £277.3m represents a growth of 7.2%
YoY and was the largest revenue ever reported for a quarter in the UK (OMC). Digital revenue amounted
to £64.6m, up 15% YoY, and also the largest revenue for a quarter, accounting for 23% of the total.
For the year as a whole, OOH revenues were up 2.0% in 2013 and now stand on the brink of breaking
the billion-pound mark, at £990m. The Warc/Ad Association forecasts state that outdoor now represents
10.1% of total display, considerably higher than a decade ago.
Underpinning this growth has been a continued period of sustained investment by more than a dozen
media owners, chiefly in new digital sites. Around £50m is estimated to have been invested in the past
year in sites across, for example, airports, malls, railway stations, roadside, supermarkets, free-standing
units in pedestrian precincts, and an ever expanding array of spectacular large format sites in Britain’s
major cities.
Looking at category spend within OOH, motoring made a welcome return in 2013 with the launch of 22
new car models significantly increasing spend by 16%. While this volume is unlikely to be repeated in
2014, the relevance of OOH for this category has been re-established. Entertainment & Leisure is still
the leading category accounting for 20% of OOH spend and forecasts are strong for 2014. Finance also
climbed back in 2013 with a +36% YoY growth which is expected to continue in 2014. The Telecoms
category remains the second biggest category for OOH despite decreasing spend YoY and again is
expected to be a driver of growth in 2014.
OOH Top Ten Spend Categories in 2013 vs 2012
-14%+17%+33%
-9%
-12%
+16%
-2%
+36%
-9%
+13%
6. POSTERSCOPE MEDIA DIGEST - 2014 6
IPA Bellwether Q4 2013
Source: IPA Bellwether January 2014
The Last Two Quarters in 2013 Generated the Highest Ever
Marketing Budget Revisions in IPA Bellwether’s History
The Bellwether survey signalled a further upward revision to marketing budgets, extending the current
run of growth to five quarters. The net balance (% companies reporting an increase minus % companies
reporting a decrease) of +11% was the second highest in the survey’s history (the highest being recorded
at +12.3% in the previous Q3 2013). This reflected another marked upward revision to budgets as the
calendar year came to a close.
Continued upward revisions to total marketing budgets during the fourth quarter coincided with companies
remaining highly confident about their own financial prospects and that of their wider industry. The net
balance of companies that have become more optimistic regarding their own financial prospects was +47%.
In line with the better economic environment, which has tended to support general business confidence
in recent quarters, companies are also positive about industry financial prospects in the coming months.
The net balance was unmoved at a series-record high of +35.4% in Q4, with around 43% of the survey
panel growing more confident about industry financial prospects.
Ongoing strong upward revisions to marketing budgets and continued confidence in Q4 suggests that
2013 financial year budgets will indeed have come in higher than seen in 2012. Executives had flagged
early last year positive plans for 2013 budgets, with a net balance of +13.5% of companies expecting to
see a rise relative to 2012.
Meanwhile, provisional data for 2014 financial year budget plans suggests marketing executives are
confident of further growth. A net balance of +25.8% of companies have seen their initial budgets rise
for 2014, which is the most optimistic reading since 2008.
Marketing budgets and business confidence
-50
-40
-30
-20
-10
0
10
20
Budget revisions, % net balance
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Financial prospects for your com pany
Total m arketing budget revisions
-75
-50
-25
0
25
50
Financial prospects, % net balance Both series shown on the left
are derived from the Bellwether
survey panel of 300 marketing
executives:
Financial prospects:
“Taking all things into
consideration,doyoufeelmoreor
less optimistic about the financial
prospects for your company than
you did three months ago?”
Marketing budgets:
“In the last three months, has
your total marketing budget for
the current financial year been
revised up or down, or is it
unchanged?”
7. POSTERSCOPE MEDIA DIGEST - 2014 7
Posterscope launched the 6th edition of its Out-of-Home Consumer Survey (OCS) in February 2014.
This survey based on over 6,800 adults includes many valuable new planning insights particularly around
moods and mindsets, grocery shopping and the use of mobile platforms for researching products and services.
Mindset planning in OOH
In OCS, for nine different activities such as commuting, socialising, exercising and doing the school run,
we are able to identify what consumers are predominantly thinking about across 28 different topic areas.
So, for example, commuting is a key time for escapism and day dreaming about holidays and your love
life, whilst family and the evening meal are the main things on parents’ minds when doing the school run.
OCS also allows us to see how moods vary across 21 different activities and travel times such as
shopping on the high street or travelling by rail. For example, below we identified how consumers’ moods
at airports varied based on their reason for travel. Those travelling for leisure are excited and happy, yet
the most prominent mood for business travel is boredom.
Business Travellers
Insight Tools OCS6
Think better of brand
that sponsored free
Wi-Fi in OOH location
51%
(Index 140)
I sometimes use
free Wi-Fi offered
in OOH locations
65%
(Index 157)
Out-Of-Home Consumer Survey 6 Generates Valuable
Insights on Mindset and Mobile Planning in the OOH Space
Source: OCS
2
8
12
13
17
18
22
34
1
6
23
8
37
17
22
25
0 5 10 15 20 25 30 35 40
Sad/Unhappy
Tired
Happy
Focused
Excited
Tense/stressed
Relaxed
Bored
Waiting in an airport for a reason other than work Waiting in an airport for a work/study trip
8. POSTERSCOPE MEDIA DIGEST - 2014 8
Retail therapy is an obvious cure for this but more and more brands are offering experiential events or
services, such as sponsored Wi-Fi to entertain travellers. OCS insight tells us that business travellers
often use free Wi-Fi in OOH locations and think better of brands that sponsor this.
In 2013 Credit Suisse offered business travellers at London City Airport free Wi-Fi and used table
placement advertising to inform passengers of the service. On accessing the Wi-Fi landing page click
through rates to the Credit Suisse website were three times higher amongst business travellers who had
seen the table placement advertising than those who accessed the Wi-Fi of their own accord.
For more information about Posterscope’s international offering around airports please visit
PSI’s website at www.psiad.com
Personality segmentation that determines consumer behaviour and attitudes
to advertising
In OCS6 there is also a new segmentation around Personality types founded on the psychological
principle of Trait Theory. 5 core factors are identified around personality and consumers are classified
from level 1-5 for each of these.
There are many planning applications of this personality segmentation from understanding target audiences
in more depth, to more specific OOH applications such as identifying the type of people who are most likely to
engage with OOH advertising opportunities.
For example, 75% of those who score very highly (Level 5) for “Extroversion” agree they would take part in
experiential events if they were fun/exciting (Index 144). Not only would these people get involved, but 60%
would also consider purchasing the product/service after being present at the experiential event (Index 144)
and 36% would share their experience online (Index 185).
For more information about Posterscope’s experiential offering please visit psLIVE’s website at: www.psliveglobal.com
Extroversion
Neuroticism
Openness
Agreeableness
Conscientiousness
ExtrovertIntrovert
NeuroticStable
CreativeConventional
AgreeableDisagreeable
(Level 1/2) Factor
ConscientiousUnconscientious
(Level 4/5)
9. POSTERSCOPE MEDIA DIGEST - 2014 9
Mobile planning in the OOH space
The new OCS survey also includes many more questions on digital and mobile such as the product and
service categories consumers are researching on different devices such as laptops, tablets and smartphones.
For example the chart below demonstrates what the most highly researched products or services are on
smartphones, amongst those who regularly use their smartphones for research purposes.
Using OCS data we can therefore easily identify which consumers regularly research an individual
product or service category (e.g. clothes/fashion) on their smartphone. From this we can then understand their
attitudes, how they travel and more importantly in what locations they notice and respond to OOH advertising.
Since Posterscope has recently forged a partnership with the UK’s largest mobile network, EE, this OCS
insight can then be analysed in tandem with targeted location data of smartphone usage for specific
product categories. This EE data will help to identify and select sites in geographical locations which are
hotspots for consumers accessing websites or apps relevant to a particular retailer category such as fashion.
By combining the insight from OCS and selecting hyper-targeted posters from EE mobile data,
Posterscope aims to give advertisers the best possible chance of their advert evoking a consumer response.
4
4
5
6
7
8
8
8
8
9
9
10
10
10
10
11
11
12
12
13
14
15
16
16
17
19
20
20
22
23
24
26
26
30
33
34
0 5 10 15 20 25 30 35 40
Flowers/Plants
Gardening equipment
Musical equipment
Beer/Wine/Spirits
Domestic appliances (e.g. fridge, washing machine)
Household utilities (e.g. Gas, Electricity)
Furniture
Sports and Leisurewear/trainers
Personal electronic products (e.g. electric razors)
Vehicles
Computer Hardware
Airline tickets
Local Government Services
Theatre tickets
Sports equipment
Property
Consumer electronics (e.g. TVs, Stereos)
Computer Software or programmes
Household electrical products
Toys
Hotel reservations
Travel tickets (non airline)
Holidays
Groceries
Videos/DVDs/MP4
Computer/Video games
Personal Care
Mobile phones/mobile accessories
Tickets for events
Books
Days out
Finance
Music (e.g. CDs, MP3s)
Clothes/Accessories
Cinema tickets
Eating out
10. POSTERSCOPE MEDIA DIGEST - 2014 10
Understanding how consumers use their smartphones is key to how Posterscope plans OOH from a
convergence point of view and our recent partnership with EE embodies this philosophy.
In the article below we draw on a number of insight projects which have helped to formulate our view on the
importance and role of smartphones in today’s retail landscape and how this converges with OOH.
Physical retailers remain the dominant place for purchasing with almost £9 out of £10 spent in store
Every year as retailers compete for Christmas sales and positive end of year results, many articles appear
in the press around the growth in e-commerce at the expense of the high street. This year there was a
particular focus on m-commerce which highlighted how smartphones are now a threat to physical high
street stores.
There can be no debate around the rise of e-commerce and m-commerce and the importance and use
of smartphones in the consumer decision making process. However, we argue that the specific act of
purchasing for the retail category is still dominated by physical stores in high street, malls and out-of-
town locations.
E-commerce is growing and understandably this will affect high street sales. The British Retail Consortium
revealed that online retail sales were up 19% in December 2013 compared to December 2012 and high
street footfall was down 2.4%. However large percentage increases YoY can be misleading and it is useful
to take a step back and look at the bigger picture.
The Office of National Statistics (ONS)
demonstrates that in December 2013 online
sales only accounted for 12% of all retail
sales. So almost £9 out of £10 spent on
retail still takes place in physical stores.
This obviously varies by retail category but
still puts the importance of physical stores
into perspective.
Similarly, Christmas is an anomaly and always
dictates a higher proportion of online sales.
When looking at ONS data for the last 5
years, online as a % of all retail sales is
always over a fifth higher in December when
compared to June of the same year. There
could be many factors affecting this but the
Christmas gifting market is probably the
dominant reason.
Mobile Insights
Smartphones and OOH Advertising –
A Convergent Solution for High Street Retailers
5.6
6.9 6.4
8.5
7.7
9.4
8.5
10.9
9.7
11.7
0
2
4
6
8
10
12
14
2009
June
2009
Dec
2010
June
2010
Dec
2011
June
2011
Dec
2012
June
2012
Dec
2013
June
2013
Dec
+ 23%
+ 33%
+ 22% + 28%
+ 21%
Internet as a % of all Retail Sales
(January Monthly Figures for Each Year)
Internet as a % of all Retail Sales (June and
December Monthly Figures for Each Year)
4.4
6
7.1
8.7 9.4
10.5 10.7
0
2
4
6
8
10
12
2008 2009 2010 2011 2012 2013 2014
%
11%
89%
4.4
6
7.1
8.7 9.4
10.5 10.7
0
2
4
6
8
10
12
2008 2009 2010 2011 2012 2013 2014
%
11%
89%
11. POSTERSCOPE MEDIA DIGEST - 2014 11
Smartphones are predominantly used for browsing not buying and play a major
role in Influencing sales in physical stores
When it comes to online sales it is laptops/PCs and in fact tablets over smartphones that are the key
drivers of this. Data released by Affiliate Window for October 2013 demonstrated that m-commerce
is growing rapidly with almost 23% of sales taking place on their affiliate web sites on mobile devices,
double the 11% in October 2012. However of this only 7.9% were on smartphones, 14.6% on tablets and
77.5% were still on desktops. Considering the penetration of smartphones is still far higher than tablets,
this is more testament to the phenomenal rise in purchasing on tablets.
So when it comes to smartphones we believe their current role in retail is predominantly one of
researching products and services, comparing prices and reading reviews rather than as a sales platform.
Smartphones can be a threat to physical retailers via showrooming, but we believe that they play an
even greater role as a key influencer of in-store sales and we have used a variety of research studies to
demonstrate this.
In November 2013, Google released their Mobile Path to Purchase Research commissioned with Nielsen
amongst 950 smartphone users, all of whom had made a purchase in the last 30 days. It corroborated our
view that most items that were researched on smartphones were not actually bought on these devices.
Across all the different product categories 82% had purchased in-store, 45% bought online (desktop/
tablet) and only 17% purchased via a smartphone.
Another great piece of research was commissioned by Deloitte in 2013 called Mobile Influence. In this
report Deloitte demonstrated how smartphones should be considered more as a driver of stores sales
than as a sales platform. They term this the ‘Mobile Influence Factor’ which is the percentage of store
sales where smartphones were used as part of the shopping journey.
In 2013 they believe the Mobile Influence Factor stood at almost 7% of store sales which is the equivalent
of generating £18bn. As seen in the graphic below, this is almost 4 times the £5bn of m-commerce
(mobile/tablets) and really proves the importance that consumers place on using their smartphones to
help them make purchase decisions in physical stores
Deloitte predicts the Mobile Influence Factor to grow significantly in the coming years and by 2017
smartphones could be influencing up to 15% of all store sales with a value of over £40bn.
The Mobile Influence Factor for each retailer
category is calculated individually and as expected
the importance varies hugely dependent on the
category. It appears particularly important for
categories where more research is required in
the decision making process. So for example
Electronics has a Mobile Influence Factor of 13%
and Home Furnishings 10%, compared to an
average of 7% for all retailer categories. By 2017
Deloitte predicts that the Mobile Influence Factors
for these categories may have risen to over 33%
(1 in 3 purchases) for Electronics and 22% (1 in 4
purchases) for Home Furnishings.
When these figures are considered, media
strategies that incorporate an understanding and
application of this mobile insight are no longer a
nice to have, but a necessity.
12. POSTERSCOPE MEDIA DIGEST - 2014 12
Immediacy – What OOH advertising and mobile have in common
What both OOH advertising and mobiles have in common is immediacy. Through smartphones
consumers now have the ability to act immediately on impulses, desires and triggers using their
smartphones as a portable encyclopedia, map, comparison and review guide.
Similarly, OOH advertising with its proximity to retailers, can illicit an immediate response in the form of
driving consumers in store. Posterscope’s latest OCS survey demonstrates that 11% of consumers have
actually made a purchase in a physical shop/supermarket/restaurant or cinema in the last 7 days as a
direct result of seeing an OOH advert.
But the real advantage for both brands and consumers is when the two mediums converge. We now live
in a society where consumers are exposed to more content and communications than ever before and
patience is not a virtue as far as consumers are concerned. An immediate response is often vital to drive
a consumer from the awareness to the involvement stage in the purchasing journey, maintaining the level
of engagement generated by communications.
OOH advertising is often the inspiration and trigger for consumers when out and about to drive them
onto their smartphones. It is here that they can immediately gather information or access a promotion
that encourages them to visit a physical store there and then.
Immediate
online response
Inspiration
OOH adverts
Immediate
store visit response
Moment of
purchase
Active evaluation
Information gathering, shopping
Post-purchase experience
Ongoing exposure
Loyalty loop
Initial-
consideration
set
Trigger
13. POSTERSCOPE MEDIA DIGEST - 2014 13
Moreover the Google Path to Purchase research demonstrated that consumers using a smartphone for
shopping related activities have a desire to make a purchase in the immediate future: 55% within the
hour and 83% within a day. It also proved that 71% of smartphone owners had used a store locator.
Google also conducted another piece of research on “The Role of Click to Call” in September 2013
amongst 3,000 smartphone users who regularly use mobile search. This highlighted the fact that 7 in 10
had used the click to call button for retailer questions such as business hours, making a reservation or
inquiring about availability or inventory.
So considering all this insight, smartphones could actually be the saviour for physical stores, compared
to their online desktop and tablet equivalents. They are often used by consumers to do shopping related
research when they are out and about and with a desire to purchase. Smartphones not only encourage
them to visit a store in their vicinity but also give them the reassurance and confidence to make a
purchase. And OOH advertising with its proximity to stores can be the ideal trigger to drive consumers
onto their smartphones.
OOH and Mobile Convergent Opportunities
Posterscope believes the convergence of OOH advertising and mobile is paramount in the media
landscape. It is particularly appropriate for bricks and mortar retailers along with the brands and products
they sell and one role for OOH and mobile is to make the consumer shopping journey as easy and
seamless as possible.
This could be in the form of providing opportunities for consumers to interact with posters in the proximity
to retailers and using their smartphones to access local information, directions, download special offers/
vouchers and to compare prices. All of which can encourage consumers to visit local retailers.
Another opportunity is to utilise data in planning, such as with EE’s mobile data. This helps to select
targeted poster sites in locations that are identified as hotspots for online mobile activity for a particular
retail category and are therefore more likely to reach consumers in a responsive frame of mind.
Such convergent opportunities are especially important over the next few years, particularly as Deloitte
predicts that by 2017 in-store sales will still account for over 80% of all retail sales and smartphones will
directly be influencing up to 15% of this with an annual value of £40bn.
To access the full presentation please click on the following link: Retail, Mobile and OOH
Please click on the following link to access the Deloitte Mobile Influence Report
Please click on the following link to access the Google Mobile Path to Purchase
Of consumers using mobile to
research, want to purchase
within the hour55%
Want to purchase
within a day
83%
14. POSTERSCOPE MEDIA DIGEST - 2014 14
Consumer and Digital Trends
for 2014
Key Consumer and Digital Trends with Relevant
Opportunities in the OOH Space
Many recently released reports have been predicting the hottest trends for 2014. Below Posterscope
has highlighted some of the key consumer and digital trends from these reports that we feel are
particularly relevant to consumers in the OOH space.
Immersive Experiences:
Entertainment, narratives and
brand experiences will become
more immersive and altogether
more enveloping in a bid to
capture consumers’ imagination
and attention (JWT).
psLIVE have been delivering
award winning brand
experiences across all of 2013.
For more information about
Posterscope’s experiential
offering please visit psLIVE’s
website at www.psliveglobal.com
The Age of Impatience:
With the mainstreaming of the
on-demand economy and our
always-on culture, consumer
expectations for speed and
ease are rising exponentially.
As businesses respond in
kind, making the availability
of their products and services
more instant, impatience
and impulsiveness will only
continue to increase (JWT).
Both OOH and mobile have
the concept of immediacy in
common and can converge to
encourage consumers to visit
in-store retailers.
15. POSTERSCOPE MEDIA DIGEST - 2014 15
Social Commerce:
Social media influences
e-commerce in many ways.
In particular it provides a
platform for consumers to stay
connected to their peers when
decision making, and helps
provide reassurance when
purchasing (Trend Hunter).
Posterscope and LIVEPOSTER
can integrate social feeds
into digital OOH, which could
provide the social proof
required by consumers to give
them the confidence to make a
purchase.
For more information, please
give your Posterscope contact
a call.
Functional Out-of-Home:
Brands are adopting useful
“physical” and “interactive”
advertisements to benefit
consumers. Such campaigns
take things to a tangible level,
giving consumers a reason
to engage with a brand’s
message both physically and
mentally. Such functional out-
of-home ads provide a real
benefit to consumers and are
a memorable, engaging and
powerful form of advertising
(Trend Hunter).
Posterscope’s Hyperspace
team have been delivering
award winning brand
innovations for years. For
more information please go to
the Hyperspace site at www.
hyperspaceportfolio.wordpress.
com
16. POSTERSCOPE MEDIA DIGEST - 2014 16
Actionable Data Becomes
A Key Difference Maker:
Marketeers need to be able to
listen to customer and prospect
behaviours in order to respond
at the right time and place with
the right message. In order to
accomplish this using big data,
this data needs to be easily
accessible within a marketing
platform and not left in an
aggregated, siloed form in a
data warehouse (Silverpop).
Posterscope recently formed
a partnership with the EE
Network providing access to
mobile data which will shape
OOH campaigns through a
hyper-targeted approach.
Location and Local: Knowing
where your customers are is
an immensely powerful part of
delivering the right message at
the right time. OOH by its very
nature is the key ATL location-
based medium, but more
recently mobile advertising
is becoming locally targeted
with more precision. Forward-
thinking marketers have started
communicating with customers
based on whether they crossed
a geofence or checked in via
Foursquare or Facebook. As
pioneers in OOH, Posterscope
has just announced a first-
of-its-kind converged OOH
and mobile display media
offering. Co-developed with
xAd, this partnership combines
OOH and hyper-local mobile
targeting. This would, for
example, allow mobile ads to
be served to those who have
passed OOH panels, providing
a re-targeting opportunity
for advertisers.
To access the full trends reports please scan the following links:
JWT 10 trends for 2014
Trend Hunter 2014
Silverpop – 7 Key Marketing Trends for 2014
Carat Trends – Dan Calladine (WARC)
17. POSTERSCOPE MEDIA DIGEST - 2014 17
Airport Research Identifies How High Net Worth
Business Travellers Are at the Forefront of Social
and Technology Adoption
In 2011 JCDecaux Airport launched Business Traveller, the first survey of its kind conducted by
an outdoor media company. The research focused on regular elite business flyers and explored
their profile, relationship with technology and opinions on advertising. As a result of the success
of the research, an updated version, Business Traveller 2, launched in October 2013. The findings
of Business Traveller 2 add another layer to the understanding of JCDecaux Airport’s travellers
and their sophisticated approach to finance, key decision making and airport experiences. It also
unveils key insights into business travellers’ symbiotic relationship with technology and social
media, and their opinions on global business.
Key findings on the Airports Business audience include:
• Over 1/4 have a net worth over £1m+
• 70% own tablets and 86% use apps
• Over 1/3 access business news through links posted on social media websites
• 73% have posted comments about products or services online, 74% read them
• 62% notice advertising in airports all/most of the time
• 60% think airports are the most effective place to advertise international B2B brands
Business Traveller 2 highlights how advertising with JCDecaux Airport opens up a
world of business influence amongst the hard-to-reach ‘business vanguard’.
To find out more and read the full presentation for this research please visit:
www.jcdecaux.co.uk/business-traveller-2 or contact Steve Cox at steve.cox@jcdecauxairport.co.uk
Media Owner Insights
18. POSTERSCOPE MEDIA DIGEST - 2014 18
In a recent edition of Clear Thinking, Clear Channel highlights some of the
main insights from their Ngen research that took place throughout 2013.
Run in collaboration with Crowd DNA and the Trajectory Partnership,
the Ngen community consisted of 400 engaged and connected 18-34
year olds from eight major UK cities. The community ran for 18 weeks,
alongside two waves of quantitative online research. The research focused
on the knowledge, attitudes and behaviours of a generation that represents
the future of the UK. By working closely with 8 brands partners including
Dixons Store Group and Channel 5 it generated the following insight:
Clear Channel Identifies the “Spend Now Save
Later” Mentality of the Ngen Audience
• 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
For more detail on the Ngen research or a copy of “Clear Thinking” please contact Lynne Jarrett at
lynne.jarrett@clearchannel.co.uk
Detailed infographics on other Clear Channel audiences can also be found at Clear Channel Audiences -
www.clearchannel.co.uk/think-big-think-adshel
19. POSTERSCOPE MEDIA DIGEST - 2014 19
Exterion Media Make It Easy to Access Urban
Audience Insights
Exterion Media’s work.shop.play panel is continuing to generate a deeper understanding of the urban
audience in terms of behaviour, lifestyle, attitudes and motivations.
With three surveys sent out per month to the urban panel of over 10,000 active members, wide ranging
category Insight is regularly produced and made easily available to planners and advertisers through
various channels such as interactive dashboards or category brochures.
work.shop.play interactive dashboard: www.exterionmedia.co.uk/insight
The interactive dashboard allows you to analyse category insight by a specific target audience.
For more detail on the work.shop.play or for copies of any of the brochures please contact Gemma Proctor
at gemma.proctor@exterionmedia.co.uk
work.shop.play Category Brochures
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.
The
20. POSTERSCOPE MEDIA DIGEST - 2014 20
Primesight have continued to live up to their “Results are our Culture” (#resultsareourculture) mantra
and are utilising various research methodologies to evaluate campaigns. Measurements include EPOS
data, uplifts in web traffic using Experian Hitwise data and “Primemobile”, which evaluates consumers’
awareness and attitudes towards OOH campaigns using smartphone mobile research.
There are a large number of case studies that are readily available on www.primesight.co.uk/tools/2/proof.
These highlight campaigns that have run on roadside, retail, lifestyle and transport as well as those featuring
spectaculars, digital and interactive formats.
Primeproof www.primesight.co.uk/tools/2/proof
In 2013, Primesight also focused a lot of their research around interactive campaigns.
Primesight have run a number of interactive digital
6 sheet campaigns in cinema foyers. Across 5
different campaigns and 100 digital screens in
total, 100,000 interactions were generated with
an average of 1,000 interactions per screen.
Primesight Continue to Promote Their “Results are
Our Culture” Approach
Client Period Screens Footfall Interactions
April 5 301,164
6,432
(2.1% of footfall)
March
(11 days)
65 1.4 million
42,000
(3% of footfall)
December
(2 weeks)
10 280,000
5,260
(1.8% of footfall)
October
(4 weeks)
16 448,000
30,679
(6.8% of footfall)
October
(4 weeks)
4 224,000
15,126
(6.7% of footfall)
For more information on these tools or insight please give your Posterscope contact a call or contact
Ross Wilson at Primesight on ross.wilson@primesight.co.uk
Primesight research amongst smartphone
owners generated further insight on the main
reasons for interacting with OOH posters.
These were largely functional benefits such as
accessing vouchers/coupons, free access to
wi-fi, entering competitions and research into
products and services.
These findings collaborated Posterscope’s own
research around NFC/QR Code Interactions.
Voucher or
coupon
Free Wi-Fi Competition To find out
about more
about the
product/brand
Fill some
time while I
wait for film/
bus/trainetc....
Download
content
e.g. music/video
Just to see
how it works
Country: UK Date: May/June 2013 Base: Total Respondents (265)
Play a game To pay for/
order goods/
services
Comment via
social media
Reasons for interacting with OOHInteractive digital 6 sheets in cinema foyers
21. POSTERSCOPE MEDIA DIGEST - 2014 21
• Control - Had visited a mall over the campaign period where Dior advertising was not active
• Test 1 - Visited a mall over the campaign period where Dior advertising featured on digital 6 sheets (D6)
• Test 2 - Visited a mall over the campaign period where Dior advertising featured on both digital 6 sheets
(D6) and M-Vision (large format mall)
The results, summarised in the table
opposite, were particularly interesting.
The Mall D6s shifted many brand
metrics often associated with frequency
such as increasing spontaneous brand
and advertising awareness as well as
increasing brand consideration and
recommendation.
However, the addition of large format
M-Vision generated impact. This led to
higher levels of spontaneous advertising
recall for Dior being attributed to
mall advertising. M-Vision also had a
significant impact on increasing premium
brand perceptions and subsequent
consideration and recommendation for
the brand.
The mall campaign took
place over 2 weeks at the
start of December 2013, a
period cluttered with fragrance
communications. To provide
further context, 50% of all
advertising for the fragrance
category in 2013 took place
during November and December.
D6 M-Vision
JCDecaux have recently released “The Power of Big 3” which utilised mobile geo-fencing to send
surveys to consumers an hour after they had visited a shopping mall. Over 450 respondents were split
into three groups based on their relative exposure to mall advertising for the test client Dior.
JCDecaux Mobile Geo-Fencing Research Confirms the
Importance of Size and Stature in the Mall Environment
Control Group
No Mall
advertising
Test
Group
1
Digital
6
sheets
(D6)
Test
Group
2
Digital
6
sheets
(D6)
&
M-‐Vision
Spontaneous Brand Awareness for
Dior (Beauty/Fragrance Category) 19% 39% 40%
Spontaneous Advertising Awareness
for Dior (Beauty/Fragrance Category) 18% 29% 29%
Advertising Awareness for Dior
attributed to OOH in Shopping Mall n/a 24% 33%
Prompted Advertising Recall for Dior 55% 64% 66%
Premium Brand Perceptions for Dior
“High End”
“Luxury”
69%
63%
75%
64%
85%
73%
Dior Consideration 19% 22% 26%
Dior Recommendation 28% 36% 43%
For more information about this case study please contact Lisa West at JCDecaux on
lisa.west@JCDecaux.co.uk
22. POSTERSCOPE MEDIA DIGEST - 2014 22
Admedia Research Demonstrates the Prevalence,
Value and Desires of Mall Shopping Amongst the
Student Population
The Admedia student panel
consists of an online community of
500 university students who take
part in online surveys about a range
of subjects.
The latest report considers the
importance of students to retailers,
in particular focusing on how
students regularly frequent and
behave in shopping malls.
There are almost 2.5 million students in the UK and what was once deemed as the ‘poor’ generation
is now estimated to contribute around £20 billion to the economy every year. With such high spending
power and more free time on their hands which is often spent on leisure activities, many brands aim to
engage with this key shopping audience through OOH.
The latest report from Admedia delivers some interesting insights on this audience including:
• Their relationship with e-Commerce and shopping in physical stores
• How students are heavy impulse shoppers especially during the holiday season
• What encourages students to visit physical stores and how the experience in shopping malls is
highly valued with modern technology often enhancing this
• Links to other reports on consumer shopping and technology from the likes of Accenture
and Microsoft which highlight trends such as “seamless retail“, “enhancing the real” and
“the age of serendipity”
For a copy of the report please contact Louise Fisher at louisefisher@admedia.co.uk