The Real World February 2015
•Download as PPTX, PDF•
3 likes•2,215 views
The Real World is Posterscope's monthly market update detailing latest figures, campaigns, developments and industry news.
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to The Real World February 2015
Similar to The Real World February 2015 (17)
More from Posterscope
More from Posterscope (20)
Recently uploaded
Recently uploaded (20)
The Real World February 2015
- 1. 26/02/2015 The Real World February update 2015
- 3. We Live in a Changing World Formats are converging OOH Connectivity is high There is increasing global mobility… New technologies are continually emerging Businesses and markets are converging or fragmenting People expect to do anything, anywhere Media is not only bought, but earned and owned Data is the new raw material
- 4. We are Posters Laptops Tablets Duty Free / Retail Media & Assets Owned OOH (e.g. buildings or jet bridges) Networked Video ScreensContent Physical Experiences (sampling) Experiential Stands / Zones Platforms Apps & Games Commerce & Coupons Mobile etc Data Technology Ads People & Places Services / Utilities (e.g. wifi) re-defining Out-of-Home as an ecosystem
- 6. Did you know… Seasonal Stats Source: eHarmony
- 7. Did you know… On The Move Source: TFL Everyday approximately 24million journeys are made across the London’s transport system
- 10. OCS in Numbers 6,765 Total sample in UK 7th Version Release Date Feb 2015 100,000+ Global respondents 30 Countries OCS is run in 250 Brands now included on the survey 41 Number of OOH formats analysed within OCS %
- 11. Did you know… OCS According to the new OCS data, illumination effects on posters are the most noticeable type of customisations
- 12. TouchPoints
- 13. Did you know… TouchPoints 63% of Londoners recall seeing an OOH advert in the past day
- 17. Latest summary of OOH Insight & Trends Posterscope Media Digest
- 20. A pioneering new travel survey
- 21. Measuring audiences whilst OOH
- 22. Revolutionising the way we plan OOH
- 23. We Live in a Convergent World
- 24. Driven by technology… 50% of mobile users are likely to visit after conducting a local search Smartphones are critical shopping tools with 95% having researched a product or service on their device 85% The percentage of smartphone users who look for local information on their phone with 81% taking action a result 370 contactless transactions are made every minute in the UK 890m Daily active users of Facebook on average
- 25. And consumer expectation 4.9b Connected "Things" Will Be in Use in 2015 1.5m The number of contactless bus fare payments made in London since December The percentage of UK smartphone penetration in 2014 68%300m Photos uploaded to Facebook every day
- 26. Gateway to Mobile Content: NFC
- 28. Owned OOH
- 29. Experiential
- 30. Influencing Digital Behaviour: Driving Search
- 31. Social Media Influencing Digital Behaviour: Driving Search Mentions of "gocompare" OR "gocompare.com" OR "go compare" AND "graffiti" OR "poster" OR "billboard" OR "OOH" OR "outdoor" 0 50 100 150 200 250 300 350 400 Chart TitleOOH Popularity – Total Mentions on Twitter – 3,069 over period Influencing Digital Behaviour: Driving Search: Social Media Mentions Date
- 32. Online Controlling The Physical World
- 33. Live Video
- 35. Index of tweets vs. the norm in proximity to posters in Nottingham New Planning Data
- 39. 1999-2014 Media Revenue Media Revenue Growth Source: Aegis Media & WARC 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Internet Outdoor Cinema Radio TV Magazines Newspapers Media Year Annualtotalmediaspendin£m
- 40. £0.0 £50.0 £100.0 £150.0 £200.0 £250.0 £300.0 £350.0 Q1 Q2 Q3 Q4 2012 2013 2014 Media Revenue 2014 Source: OMC Total 2013 - £1,019m (3.0% YOY) -2.2% 6.4% 0.6% 6.1%£m
- 41. UK Digital OOH Revenue 0 50 100 150 200 250 300 350 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Source: OMC/Posterscope estimates 3.8% of OOH spend 27% of OOH spend Forecast
- 42. 0 10 20 30 40 50 60 70 80 90 2011 2012 2013 2014 Q1 Q2 Q3 Q4 UK Digital Outdoor Revenue by Quarter Source: OMC Total 2014 - £271.2m (27% YOY) £m
- 43. The top OOH spending categories: January-December 2014 Top 10 Categories Entertainment and leisure Media Telecoms FoodFinance Drink Travel & Transport Motors Cosmetics & Personal Care Retail £145.7m -12.1% £102.6m -19.5% £75.5m -5.2% £70m 0.18% £55m 6.75% £33.6m 13.31% £33.7m 12.07% £34.2m 15.89% £44.6m -14.75% £51m -22.69%
- 44. The top OOH spending advertisers: January-December 2014 Who’s Spending? £28.8m -23.91% £18.8m 85.44% £12.5m -1.6% £12.2m -6.99% £12m -20.18% £9.3m -9.99% £10.2m 0.74% £10.3m 42.73% £11m -22.61% £11.2m 1.23%
- 45. The top OOH spending advertisers: January 2015 Who’s Spending? £3.0m 0.00% £2.4m 8.72% £1.5m 30.28% £1.4m -2.8% £1.3m -2.5% £8m 0.00% £9.37m 40.40% £1m 0.00% £1.2m -7.6% £1.2m -91.6%
- 46. Spend by OOH format: January - December 2014 Spend Trends- Roadside £85m 78.0% Digital6s £290m 4.6% 48s £92m -15.2% 96s £31m -64.0% Specials £12m -49.4%
- 47. Spend by OOH format: January 2015 Spend Trends- Roadside £6.4m 286.0% Digital6s £15.7m -10.28% 48s £7.02m 18.6% 96s £2.43m -25.0% Specials £0.6m -3.11%
- 48. Spend by OOH format: January – December 2014 Spend Trends- Transport £89.4m 3.2% £54.5m -9.3% £49.3m -3.3% £54.6m 34.9%
- 49. Spend by OOH format: January 2015 Spend Trends- Transport £6.5m 9.44% £4.3m 31.5% £3.0m 4.8% £3.2m -29.7%
- 50. 31% 23% 21% 8% 17% Consolidated Market Place Others Est. Market share based on revenue
- 51. Roadside, rail, malls, supermarkets, airports and experiential Nationwide across environments in all the key cities across the UK Roadside: Continued investment in digital. 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 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 and is market-leader in the UK jcdecaux.co.uk About JCDecaux Key Areas For Investment Key Formats Geography Proprietary Research + Media where it matters
- 52. Roadside, supermarkets, shopping malls, digital portfolio, Pinnacle Nationwide 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 Ngen 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 Key Formats Geography Proprietary Research + clearchannel.co.uk
- 53. 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 Underground 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 Key Formats Geography Proprietary Research + http://www.exterionmedia.co.uk/
- 54. 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, Geofencing 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 primesight.co.uk About Primesight Key Areas For Investment Key Formats Geography Proprietary Research + Results are our culture
- 55. Large-format digital, iconic landmark and super-premium banner locations 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 The Grid Ocean Labs Regional site expansion The Science Behind the Art of Outdoor 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 About Ocean Outdoor Key Areas For Investment Key Formats Geography Proprietary Research + oceanoutdoor.com
- 57. The future’s bright…. Beacon technology and airport media
- 59. 2/26/2015
- 61. The Pioneers – an audience with Sir John Hegarty
- 62. Posterscope release real-time white paper CLICK HERE TO ACCESS
- 64. Strong Q4 drives OOH 2014 revenue of £1bn
- 65. Outdoor Media Centre appoints Alan Brydon as chief executive
- 66. 2/26/2015 City of Edinburgh launches
- 67. 2/26/2015 Amscreen and Clear Channel UK pen digital screen deal
- 68. Exterion restructure and create EM Solutions
- 69. Ocean Launch The Northern Light
- 70. A new banner opportunity from Outdoor Plus
- 71. New Poster Art on London Transport
- 72. 2/26/2015 City Outdoor presents Leeds Central
- 73. Ocean Outdoor launch the Manchester Media Wall
- 74. 2/26/2015 OMC appoints Mark Craze as chairman
- 75. 2/26/2015 JCDeaux steps down from the OMC
- 76. 2/26/2015 Clear Channel appoint Sarah Speak as CMO
- 77. 2/26/2015 Clear Channel awarded Glasgow Street Furniture
- 78. 2/26/2015 JCD launch Southbank EC1
- 79. 2/26/2015 Outdoor Plus launch new banner site
- 80. Stuff we like
- 81. Ikea The Joy of Storage
- 82. British Gas Hive launches real-time campaign in Manchester
- 84. Corsa uses real-time temperature data
- 85. Net-A-Porter promotes its winter wear
- 86. 2/26/2015 Unsuspecting Public given Disney Surprise
- 87. 2/26/2015 This pizza brand OOH is hard to see!
- 88. 2/26/2015 Reebok gives people a lift (literally)
- 89. 2/26/2015 Twitter and TOPSHOP showcase emerging fashion trends
- 90. A Pop-Up Cuddle Café Is Coming To London
- 91. N.Y. Subway Riders Play Virtual Basketball With Carmelo Anthony
- 92. 300 Android Devices Form A Choir
- 94. Capital Launches Live London OOH Music Feed
- 95. Public Invited To Experience Isolation Of Cancer Sufferers In Macmillan Campaign
- 96. Do Something Good Before You Become A Zombie
- 98. Clever Billboard Features McDonald’s Egg McMuffin Rising Along With The Sun
- 99. Welcome To Mustang “Speed Dating”
- 100. Find Out More
- 101. Get in touch with us... Hyperspace portfolio
Editor's Notes
- 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.
- We live in a world changing at dramatic pace… Innovations are changing the way audiences consume media, almost overnight. For example, the iPad has been the most quickly adopted non-phone electronic device ever recorded (source: CNBC / Bernstein Research). Formats are converging... For example, the humble poster is no longer this in a traditional sense… it can be a TV or a website, or a transaction point or a gaming console. Similarly, experiential activity is transforming - combining interactive content, video, mobile and social activation. And of course phone handsets themselves can now do many of these things and more…There is a huge race amongst payment-services brands to dominate the mobile commerce platform. People are increasingly expecting to be able to do anything, anywhere. The content brands are using to communicate to audiences with is also changing – many used to rely largely on a bought media model, but are now increasingly incorporating owned assets in strategies, plus driving earned sharing / exposure. Data is the new gold in identifying exactly where, when and how to engage these audiences. To plan effective multi-market campaigns requires efficient use of a wealth of local, proprietary, 3rd party and client data. Whereas the variety of communication channels that consumers have access to is fragmenting, businesses are increasingly centralising their media planning, ensuring consistency in the way their brands talk to ever-more-mobile audiences. This mobility is on a global scale, by both land and air: 51%+ of global citizens already live in cities... by 2050 this will rise to 70% (source: UN World Urbanisation Prospects 2009 Revision) Global airport traffic will rise from just under 5.0bn in 2010 to 6.3bn by 2015 (source: ACI Global Traffic Forecast 2010).
- 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.
- OOH is one of the only forms of media that continues to see audiences grow year after year as we spend more time out of our homes and do different things with our time.
- The average amount spent for Valentine’s was £39.57 for men and £22.64 for women
- Source: http://www.tfl.gov.uk/corporate/about-tfl/what-we-do
- 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
- 63% of Londoners recall seeing an OOH advert in the past day Touchpoints 2014
- 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. Via: JCDecaux
- 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 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. Please click on the following link to access the report: 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: - 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. - 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 28,000, 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: 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
- Sources: https://ondeviceresearch.com/blog/global-smartphone-penetration-2014 http://www.gartner.com/newsroom/id/2905717 Science Omega, 12th April 2013 http://www.thinkwithgoogle.com http://www.thinkwithgoogle.com Media Week, 14th August 2013 Evening Standard, 3rd June 2013 LoveUK Google Insight Business Insider, October 2012 Evening Standard, 3rd June 2013
- 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.
- 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. Brand Objectives: Increase brand consideration Create a unique & authentic graffiti campaign in OOH Tactical Planning: 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
- Mr Peabody and Sherman – Interactive Digital 6Sheet with Augmented Reality For the launch of new film Mr. Peabody and Sherman, an interactive 6-sheet campaign featuring augmented reality was placed in 5 malls across the UK. The public could choose from 3 different eras from history and overlay the corresponding accessories on their head. They could also overlay Mr. Peabody’s iconic glasses and bow-tie onto themselves before having their picture taken. The public were encouraged to enter their e-mail address for their photos to be sent to them. They could then choose to share their pictures with friends and family.
- 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. http://lcc.org.uk/articles/strava-map-shows-hundreds-of-dunwich-dynamo-cycling-trips-from-london-to-the-norfolk-coast
- 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
- January-December 2014 Sector 2014 2013 %difference Entertainment & Leisure £145,712,247 £164,190,797 12.12% Telecoms £102,606,945 £125,159,441 -19.58% Finance £75,551,394 £79,173,568 -5.20% Drink £70,084,233 £69,137,774 0.18% Food £55,017,393 £51,040,607 6.74% Travel & Transport £51,035,099 £40,724,606 22.96% Motors £44,634,673 £51,201,558 -14.75% Cosmetics & Personal Care £34,297,206 £29,479,168 15.89% Retail £33,763,306 £29,974,821 12.07% Media £33,622,376 £28,796,163 13.31% Grand Total £767,579,532 £793508,784 -3.26 Overall the market is down-3.26 %
- NB: data is based on individual company as opposed to overall holding company which would show a different ranking. Jan-Dec 2014 Advertiser 2014 2013 %difference British Sky Broadcasting Ltd £28,802,218 £37,223,368 -22.62% Talktalk Grp £18,850,517 £10,164,921 85.44% Kentucky Fried Chicken Gb Ltd £12,530,387 £12,220,448 2.53% Mcdonalds Restrs Ltd £12,243,619 £12,943,223 -5.40% Twentieth Century Fox Film Company £12,076,965 £15,105,685 -20.05% Heineken Uk Ltd £11,220,670 £11,084,207 1.23% Unilever Uk Ltd £11,027,394 £14,080,293 -21.68% O2 Uk £10,337,742 £7,242,830 42.73% Warner Bros Distributors (Uk) Ltd £10,265,531 £10,126,308 1.37% Asda Stores Ltd £9,398,860 £10,405,412 -9.67% Top 10 £217,597,432 £241,510,411 -10.67%
- NB: data is based on individual company as opposed to overall holding company which would show a different ranking. January 2015 Advertiser 2015 2014 %difference Royal Caribbean Intl £3,014,181 £0 0.00% British Sky Broadcasting Ltd £2,485,488 £2,285,999 8.72% Vodafone Ltd £1,544,584 £1,185,580 30.28% O2 Uk £1,476,455 £46,059 3,105.57% Public Health England Phe £1,313,847 £1,347,658 -2.50% Kentucky Fried Chicken Gb Ltd £1,295,942 £676,103 91.67% Twentieth Century Fox Film Company £1,212,578 £1,123,028 7.97% Hutchison 3g Uk Ltd £1,036,952 £0 0.00% Ee Everything Everywhere Ltd £937,901 £668,000 40.40% Channel 4 Tv Co Ltd £878,712 £130,423 573.74% Top 10 £22,734,229 £10,281,777 121.11%
- 2014 2013 YOY 48 Sheets £91,763,675 £108,149,747 -15.15 % 6 Sheets £289,583,246 £276,726,511 4.64 % 96 Sheets £31,044,628 £86,392,724 -64.06% Large Digital £84,608,065 £47,493,761 78.14% Specials £11,861,446 £23,462,120 -49.44% Total £767,579,532 £793,508,784 -3.26%
- 2014 2013 YOY 48 Sheets £7,024,445 £5,920,142 18.65% 6 Sheets £15,672,656 £17,470,327 -10.28% 96 Sheets £2,428,810 £3,238,686 -25.00% Large Digital £6,409,823 £1,660,713 285.96% Specials £552,854 £570,657 -3.11% Total £49,885,032 £46,087,887 8.23 %
- 2014 2013 YOY Airport £49,341,063 £51,018,577 -3.28% Bus £54,546,557 £60,182,926 -9.36 % Rail £54,575,691 £40,455,575 34.90 % Tube £89,449,194 £86,693,635 3.17 %
- 2015 2014 YOY Airport £3,035,983 £2,896,364 4.82% Bus £4,269,679 £3,247,100 31.49% Rail £3,164,654 £4,499,831 -29.67% Tube £6,460,838 £5,903,464 9.44% Total £49,885,032 £46,087,887 8.23%
- 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. http://www.jcdecaux.co.uk/
- 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. Geography: nationwide 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. Research: Ngen http://www.clearchannel.co.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. http://www.exterionmedia.co.uk/
- 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. Key formats: 6 sheets Roadside- 9517 Cinema- 967 Cinema digital- 131 48 sheets Roadside- 5674 HD- 197 BL- 373 69 sheets Roadside- 416 HD- 110 BL-63 Glasgow subway DEP- 48 6 sheets- 152 Digital 6 sheets- 20 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 Proprietary insight: Primemobile Primedesign Hitwise EPOS Shopwyre Geofencing http://www.primesight.co.uk/
- Strapline: The Art of Outdoor 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. http://www.oceanoutdoor.com/ https://vimeo.com/73369556
- Beacons are fast becoming the technology of the moment. Sectors as diverse as retail, public services, entertainment and leisure are all harnessing the benefits of using these small, wireless devices, to very different ends. Beacons are a type of low-cost, micro-location-based technology that uses Bluetooth low energy (BLE 4.0) to communicate with mobile devices. They offer brands the ability to get to know target audiences and their preferences better through location and interaction data. This enables marketers to serve locally-relevant content and vouchers on people’s mobile phones or push notifications through to build loyalty programmes. With the introduction of Beacons across the globe in so many different environments, global consumer adoption is looking like it will be relatively fast-paced. Coupled with the fact that Apple is supporting through its own iBeacon platform, the future looks bright. In the international airport environment specifically, beacons are now being used to enhance passenger services. The latest to be unveiled – in a pilot scheme by Emirates – is fitting Beacons into luggage tags to track baggage and prevent loss. Used in this way, they function as a kind of wearable technology for consumers’ suitcases. British Airways has also been trialling them along the consumer journey to improve customer experience and provide useful information like boarding times. Of course, with this new technology comes a massive opportunity for media deployment, and nowhere is this more apparent than with out-of-home (OOH). Beacons placed in normative OOH sites transform them into an opportunity for brands to build engagement and make their OOH work even harder. As the airport environment becomes an ever more competitive retail opportunity, beacons can help provide brands with a competitive edge as they seek to bridge the path-to-purchase from departures lounge to duty free store. One of the big questions, however, is how to host these beacons. The necessity of having an activated app running in the background of the consumer’s phone and having it Bluetooth enabled can mean that the funnel of active participants becomes too small to warrant usage. This poses a key decision for advertisers. Do they build their own app and promote its usage to host messaging, or do they partner with an app that has a high consumer download – for example an airline app – to ensure enough users to make the platform viable? Another key consideration is privacy and advertisers providing the right push messaging. Encroachment into the audience’s personal handset has to provide a genuine consumer service, otherwise it runs the risk of alienating the audience. For example, a travel retail brand using beacons installed in their OOH sites along the path-to-purchase in airports could offer a complimentary voucher in duty free, rather than just reasserting the messaging that already surrounds the consumer on OOH. Investments from media owners such as EYE – which is installing beacons into their existing digital networks In London Gatwick as part of their £8m media upgrade plans – already show faith that this technology is likely to challenge other consumer engagement platforms like NFC. Beacons can offer such a wealth of opportunity for brands, and environments like airports where there is a saturation of tech-savvy early adopters are perfect for brands looking to engage target audiences in new ways. However, to make the most of the opportunity beacons present, brands must strike the right balance and keep the consumer experience at the core of any beacon-enabled campaign. That way they can ensure that they engage consumers on their own terms, using this new technology to advertise in a new and innovative way while also enhancing consumers’ lives.
- The annual supershow that is CES 2015 finished on Friday (9th January). True to form, a tidal wave of technology was unveiled across the spectrum, including the mandatory oddities like the Selfie Brush and the Sexfit. Of the range of tech innovations showcased, that will have a much wider influence on our interaction with advertisers and brands, a few were worthy of particular attention from an Out Of Home (OOH) communications perspective: The Tech Wearables and watches With the exception of Sony’s SmartWatch 3 Steel Edition and the very affordable Alcatel OneTouch watch there was an obvious lack of smartwatches at CES this year, whilst everyone waits for Apple to do the hard-sell first. There was no shortage of other wearable techs on display however. These were mainly focused on fitness tracking, ranging from the traditional looking Withings Active to updates on existing exercise bands and even a Swarovski crystal studded bracelet. As these devices mature it is interesting to look at what functions are surfacing as being important to consumers and how advertisers may leverage this. If counting steps on a daily basis through a fitness tracker becomes commonplace, there’s the potential for an obvious new metric for measurement. Starting your car from your watch could save valuable seconds, and perhaps pressing the button to park your carcould also order and purchase your favourite coffee so you can simply collect it, without having to queue. There really is no better time to get your mobile app beacon enabled, ready to be triggered through OOH. The Internet of Things One of the big themes at this year’s CES was the kit that takes information about the world around you and your actions in it, and turns it into data. Increasing numbers of consumers’ smart devices will become connected, extending into gadgets such as doors that lock themselves, thermostats that program themselves, cameras that monitor your home for intruders and even coffee machines that allow you to make a freshly ground mug without having to leave your bed. Broadly known as The Internet of Things (IoT), this presents a huge opportunity for global brands, with the likes of Samsung and Sony outlining plans to dominate the ever increasing ecosystem of ‘things’ in 2015 and beyond. The opportunity for the Out of Home industry is colossal. We’ll soon be surrounded by more data opportunities from an increasingly connected consumer, alongside data from connected homes and the infrastructure which exists out of home. This will create numerous location specific data trails which have the potential to enhance the planning of OOH media and effective creative treatment. We believe live data sources will continue to be integrated into DOOH content to make it more contextually relevant, and platforms such as Liveposter will make it easier than ever to aggregate real world data from the IoT into DOOH advertising. Driverless cars are here 2015 was the year that Marty McFly travelled to in the film ‘Back to the Future’. Whilst we can’t yet buy food hydrators, hoverboards or flying cars, car technology was one of the big talking points at CES 2015. BMW, Mercedes and Audi all unveiled visions of their automated cars at the show this year. But automated driving technology embraces more than just a futuristic vision of people sitting in the back seat of a car being driven around – although a driverless Audi did make a spectacular 550 mile drive from San Fransisco to the CES venue in Las Vegas. Automated driving is likely to have a big impact on OOH. A recent study from Posterscope introduces the new smart car ecosystem and considers how smart cars will collect and generate data that can be used for greater OOH targeting. If automated driving ultimately makes roads safer, we may also see current restrictions loosen around the use of animation on digital roadside screens, allowing for more creative opportunities across one of the largest DOOH environments. Implications of the latest technologies Technologies like these hold huge promise for consumers and advertisers alike, but beyond the technologies themselves, there are important and far reaching indications for both. CES is no longer just a place to launch technologies, it has become increasingly about consumers themselves. The event has outgrown the historic definition of ‘just’ an electronics show; it’s now so much more. Whilst its raison d’être remains to showcase consumer technology, perhaps more crucially CES delivers an annual benchmark of how consumers adopt new behaviours enabled by these technologies. In the not-too-distant past prodding and swiping a screen was something that earned you strange looks, likewise for talking to a TV or device. Neither seems out of the ordinary today of course, but these new behaviours were first showcased to attendees at CES shows decades ago. It is the evolution of behaviours towards mainstream adoption, as observed through the dipstick of past CES shows, which should be of most interest to advertisers, not the technologies alone. So with this in mind, and looking beyond the technologies on display to the implications for brands and advertisers, we believe a few key mainstream behaviours will emerge in 2015 for brand consideration: Actively quantifying our lives Generating, analysing and understanding personal data such as the number of steps taken or calories consumed, for example, will become accepted and commonplace. Do think about how data could influence OOH campaign planning, creative content and location selection. Your audience is comfortable using data, so you should be too. Be careful not to over personalise and fall off the creepy cliff however. Controlling the real world with our mobile devices Speakers, heating systems and light bulbs are just a few of the connected devices already present in homes across the country. As more everyday appliances get connected this form of control will move from desirable to expected in the lives of consumers. Whilst it’s important to understand the role OOH media can play in influencing these new on the go behaviours and mobile interactions with your OOH advertising, IoT is already up and running; So it’s important to be aware that the internet of things is now about more than your toaster talking to your watch. Emerging acceptance of automation Consumer opinion and attitude has changed drastically in the last year. Driverless cars have moved from a futuristic outlier at CES 2014 to a mainstream component of the show within just one year, highlighting a general acceptance of the automation of simple (and not so simple) tasks by machines. Whilst industry accepted the value of automation decades ago it has taken much longer for the benefits to be transferred to our everyday lives – and whilst it’s important to consider how consumers will spend their time as a result of automation, experts at CES say ‘don’t worry,’ we are ‘decades if not centuries’ away from robots taking over the world!
- 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. To view click here
- Posterscope has published its opinion
- Posterscope host ‘The Pioneers’ – An audience with Sir John Hegarty On the morning of the 13th January, Posterscope welcomed the media community to its inaugural ‘The Pioneers’ event which to0k place at the Soho Hotel. The guest of honour was Sir John Hegarty, Worldwide Creative Director and Founder, Bartle Bogle Hegarty (BBH). Over 45 minutes, Sir John Hegarty regaled his audience dispersing wonderful insightful nuggets of wisdom taken from his book ‘HEGARTY ON CREATIVITY THERE ARE NO RULES’ about the process of creativity. Hegarty addressed the following themes…..before concluding with question time with his audience. ‘Sitting on a beanbag doesn’t make you creative’ ‘You can have great ideas anywhere’ (but the one place you won’t is in a brainstorm meeting) ‘Excuse me I’m desparate for a creative philosophy….you couldn’t possible direct me to the nearest one?’ ‘OK! I’ve got the fire going…who downloaded the story?’ ‘Not quite what I had in mind Fanshaw when I said we need to be more daring’ ‘You won’t make my bum look big?’ ‘Regarding your role as the new Bond villain, the ears will have to go!’ ‘Artist fragile handle with care. I’d like a trade in, I’ve had him 10 years and he’s completely clapped out’ ‘Take the head-phones off’ ‘Picasso, Dali S, E.Munch, Rodin, Renoir – Ring for entry’ ‘I can’t possibly start the meeting I’m waiting for my ego to arrive’ ‘I tried being an optimist, but it’s too much like hard work’ ‘I wanna your hand’ – every McCartney needs a Lennon ‘Despite appearances I am incredibly complex, sensitive and prone to prolonged bouts of introspection’ To see the video http://pioneeringooh.com/posterscope-host-pioneers-audience-sir-john-hegarty/
- Posterscope release white paper on real-time OOH following the roundtable in November. The campaign http://www.slideshare.net/Posterscope/unlocking-the-value-of-real-time Posterscope hosted a round table event at the Ham Yard Hotel in Soho on the morning of Tuesday 25thNovember. The event, hosted by Glen Wilson, Posterscope MD and chaired by Gideon Spanier, Media Editor of the London Evening Standard/Independent, was about realising the potential of real-time. Delegates included: Andrew Morley- CEO Clear Channel UK Paul Grosvenor- Senior Marketing Manager, Hive Stephen Wise- Founder, TriggerBuzz Zaid Al-Qassab- CMO Housetrip/Movember Tim Bleakley, CEO Ocean Outdoor Noel Penzer, MD AOL Paddy Earnshaw, Marketing Director, Doddle Tracy de Groose, CEO Dentsu Aegis Network Chris Green, Marketing Director, 20th Century Fox Tom Bazeley, CEO M&C Saatchi Adam Foley, Head of Strategy, SMG Tara Powadiuk, Global Media Partnerships, Microsoft Dan Douglas, Founder and MD, Liveposter Trade media attendees: Jessica Davies- News Editor, The Drum Ronan Shields- Executive Editor, Exchange Wire Ellen Hammett- Reporter, MediaTel A white paper and press release about the event will be published in December.
- 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.”
- The Outdoor Media Centre (OMC), the industry body for the out-of-home (OOH) media sector, has appointed Alan Brydon, head of investment at Havas Media Group UK, as its chief executive. Brydon replaces Mike Baker who left the OMC at the end of 2014. With more than 25 years’ experience in media, the last eight at Havas, Brydon has worked as a media director at Abbott Mead Vickers, and has held senior roles at MEC and MPG. He has also held positions on the media owner side as advertising sales director for the London Evening Standard, and has worked in the private equity sector with Apax Partners. He joins OMC in a time of transition, as Mark Craze, another former Havas Media leader, is due to replace Naren Patel, the chief executive of Primesight and outgoing chair of the OMC, from next month. Brydon said: “I am absolutely delighted to be joining the OMC. The OOH medium is already an incredibly effective and powerful choice for advertisers, but it is now entering the most exciting period in its history. “With all the innovations, developments and opportunities across the next few years, I know that by working with a fully committed and focused OMC, as well as key supporters and out-of-home specialists, I can help take the OOH medium forward, and assist clients and their agencies in using the platform in ever more efficient and effective ways.” Launched in 2011, the OMC consists of three council members, seven board members and 24 associates. Its job is to market the outdoor medium to advertisers and their agencies, using regular events, training, category argument, newsletters and case studies. It also lobbies central and local government. Patel said: “I am delighted to welcome Alan to the Outdoor Media Centre. He has unrivalled experience in the media sector and has long been a vocal supporter of the outdoor advertising medium. He brings knowledge, passion and a great black book to the OMC.”
- After securing the City of Edinburgh contract, JCDecaux has entered the next phase by officially launching Edinburgh to the market this February. The city will be revitalised and shaped into JCDecaux’s ‘Blueprint for the Future’, providing premium Out-of-Home opportunities across roadside, retail, rail and airport environments. JCDecaux is dominating the city with a variety of high-impact static and digital opportunities, including: • 102 large format roadside locations, including The Edinburgh Arch (D400) • 300 digital faces across 50 free-standing locations and bus shelters • 353 bus shelters (static and scrolling) • Edinburgh Airport (large format, small format, gateway locations and digital screens) • Edinburgh Waverley station (Transvision, 6-sheets and 4-sheets) • Edinburgh Trams (opportunity to wrap) Edinburgh has a population of 430,400 and is the second largest financial hub in the UK (Route and Invest in Edinburgh). Edinburgh is also the 6th UK retail centre, with 37 retail zones and a shopper population of 340,000 (CACI). The city also hosts key events, including The Edinburgh Festival Fringe – the largest arts festival in the world.
- Amscreen, Europe’s leading digital signage solutions company and outdoor media giant Clear Channel UK have today announced a deal that will see outdoor, sunlight-visible digital screens deployed across the UK. The strategic alliance will see the coming together of technology innovators Amscreen and media experts Clear Channel UK. Amscreen’s Solutions division will exclusively provide affordable and state of the art digital signage screens that are visible in sunlight, making them ideal for outdoor use and will be deployed as Clear Channel’s Adshel Live units at bus stops and various other outdoor locations. Amscreen has designed a new range of products and operating model that will bring huge efficiencies in the areas of installation, maintenance and full lifetime product support. The screens include a unique modular approach that allows on-site replacement of all key parts where previously this has not been feasible. The screens will be manufactured and assembled in a purpose built 20,000 square foot plant in Bolton, creating numerous employment opportunities in the area. Amscreen CEO Simon Sugar, commented, “We are thrilled to announce the partnership with Clear Channel UK and with our combined knowledge of the sector, we have developed our solution from the ground up to deliver a more efficient product in all areas. This initial rollout of screens marks the start of our relationship with Clear Channel, and we look forward to watching this flourish. We have a scalable business model that can be easily replicated across European markets.” Sugar continued, “The deal with Clear Channel will also see us manufacturing and assembling technology here on UK soil, bringing jobs to the industry at a time when many corporations are choosing to move abroad. We are proud to be investing significantly in the UK and are certain our partners will benefit greatly from the support, skills and technological advances that we bring.” Will Ramage, Business Development Director at Clear Channel UK added, “Partnering with Amscreen is the perfect opportunity for Clear Channel to innovate technologically. Their screens and services provide us with an economical solution that we can roll out as Adshel Live across our outdoor network. We are certain that our partnership will provide the acceleration in outdoor screen adoption that the market has long been waiting for. We also look forward to further developing our technology partnership with Amscreen.” The Digital 6-Sheet sector is currently estimated to comprise over 2,000 screens in a number of environments including bus shelters, rail stations and shopping centres. This deal will see a huge injection of digital sites across the UK over the coming year helping to further grow an already burgeoning sector
- Exterion Media create a new commercial division called EM Solutions Solutions will incorporate the sales, marketing, insight, technology and delivery departments and host three teams looking at different customer needs. EM Local and EM National will support day-to-day sales activity, customer service and audience insight. EM Future will concentrate on “forward planning, strategic thinking and innovation”. The company has promoted Malcolm Stoodley, the direct sales director, to commercial director and to lead EM Solutions. As part of the restructure, Lee Gibson, head of agency sales and Simon Harrington, marketing and business development director have left the business. Mark Heather, the head of trading, has been promoted to national sales director. He will report to Stoodley. Exterion Media is also searching for a director of commercial strategy, this role will also report to Stoodley. The company has also hired Nick Dawson from Posterscope International as the head of commercial insight, and Adrian Lovejoy from British Telecom as the service delivery director. They are both newly created roles. Shaun Gregory, the chief executive at Exterion Media, said: “By seeking to understand all stakeholders better, we will drive deeper engagement and help our customers’ businesses. “Outdoor advertising is seeing huge transformational changes thanks to digital, mobile and technology, as well as in the way it is bought and sold. “In 2014 we rebranded the company from CBS Outdoor and launched a new strategy. We’re now moving on to the next phase of reorganising our businesses to ensure we’re fit for purpose as the market matures. “The UK is a natural starting point, given its maturity, and we will then roll this out across our other Western European territories. It’s undoubtedly a fascinating time for both us and the industry, and we are very excited to implement these changes.”
- Ocean are demonstrating growth in the fourth biggest city in the UK with the launch of The Northern Light in Leeds. The roadside digital screens are strategically positioned for routes into and out of Leeds city centre, onwards to the M1 and out towards York and Harrogate. The location comprises two double-sided landscape digital screens, each 12.8m x 3.36m. With a fortnightly audience of over 700,000 impacts, the site delivers long viewing opportunities and commuter dwell time. The new location compliments The Screen @ Trinity Leeds, creating a balance between arterial and pedestrian routes.
- A new banner opportunity from Outdoor Plus January 30, 2015 // By: Kate Cochrane // Latest News // No CommentOutdoor Plus launches its 85m² head-on banner at 648 King’s Road on 1st February. Located head-on to traffic entering London’s exclusive King’s Road, this banner is in a “global ultra-prime residential area”, delivering both ABC1 business traffic heading into central London & the highly affluent Kensington & Chelsea set. The renowned King’s Road stretches 2 miles through Chelsea & Fulham & offers a host of desirable boutiques, high street stores & eateries. Key attractions include the Duke of York Square, Sloane Square & the Saatchi Gallery and further down the road, Chelsea FC at Stamford Bridge
- February 12, 2015 // By: Kate Cochrane // Latest News // No CommentLondon has a long and celebrated history of transport poster art, dating back over a century. An exciting new Transport Poster Art programme, led by London Transport Museum and sponsored by outdoor media owner Clear Channel, is revitalising this tradition. The specially commissioned artworks, feature London’s events, activities and venues and have been created by excellent contemporary artists, illustrators and graphic designers. As well as appearing across the London Underground network, the posters can be seen on Clear Channel bus stops, including their digital Adshel Live network. The first posters, by the artist Paul Catherall, featuring the new Routemaster, are now on display across the city until the end of March. The modern graphic poster came into use in the 1890s, revolutionising the fields of publicity, advertising and propaganda. Since its first graphic poster commission in 1908, London Underground has developed a worldwide reputation for commissioning outstanding poster designs, becoming a pioneering patron of poster art – a legacy that continues today. London Transport Museum now cares for one of the finest poster archives in the world with over 5,000 original posters dating back to 1908. Andrew Morley, Clear Channel’s Chief Executive, said “Clear Channel is delighted to support the London Transport Museum’s Contemporary Poster Art programme, building on the success of the Year of The Bus. We’re also thrilled to be able to bring these wonderful posters to London’s bus shelter network allowing Londoners to enjoy them right across the Capital.” Sam Mullins, Chief Executive at London Transport Museum, said “The Transport Poster Art project celebrates and continues a legacy of over 100 years of world famous poster art on the Underground – the world’s largest art gallery. We are delighted that Clear Channel’s support is enabling us to commission the next generation of iconic transport posters.”
- City Outdoor presents Leeds Central February 12, 2015 // By: Kate Cochrane // Latest News // No CommentCity Outdoor has recently launched Leeds Central, a portrait screen measuring 3.94m wide v 5.86m high, which delievers over 1.5m impacts (per 14-day campaign) Built on the famous grade II listed Yorkshire post tower, Leeds Central is situated at the largest intersection in the city centre. Having a 20 second drive time to Leeds railway station and Leeds Trinity centre, it offers 3 different routes in and out of central Leeds making it the largest vehicular commuting hotspot in the city. Leeds Central offers an exceptional platform to target this vibrant audience navigating the city centre never seen in this city until now. Leeds is now in the top 5 largest cities in the UK with its population of just over 750’000. After London, Leeds is the largest legal centre in the UK, and in 2011 its financial and insurance services industry was worth £2.1 billion, the 5th largest in the UK, with over 30 national and international banks located in the city. Leeds is ranked as a gamma world city by the Globalization and world cities research, and is considered the cultural, financial and commercial heart of West Yorkshire. Since 2013 Leeds retail environment has seen huge growth with the introduction of the Trinity Centre situated in the heart of the city.
- Ocean Outdoor launch the Manchester Media Wall February 16, 2015 // By: Kate Cochrane // Latest News // No CommentOcean Outdoor has launched central Manchester’s largest full motion digital screen (which features an impressive vinyl surround). Standing at 141.6m2, this head-on hybrid roadside location is located on Manchester’s busy inner ring road, Trinity Way, delivering long sight lines and exceptional impact. Details include the following….. Impacts – 944,080 per fortnight Size – 24.6m x 5.76m digital screen with additional 94m2 vinyl surround (30.4m x 7.78m) Environment – City Gateways, Iconic City Hubs Loop length – 4 x 10 seconds (Can be bought as domination with vinyl surround)
- The Outdoor Media Centre, the outdoor media trade body, has appointed Mark Craze, the former chief executive of Havas Media UK, as its chairman, replacing Naren Patel. Craze comes to the chairmanship at a crucial time for the body. Earlier this month JCDecaux, one of the OMC’s four council members, pulled out of the OMC. The outdoor industry has commissioned Craze to conduct a review of OMC’s business in October 2014, to look at the “role, activity and direction” of the organisation.Craze presented his report to the OMC board in late 2014, but his appointment and the review were considered independently, Campaign understands. It is the first time the body’s chair has not been an executive within the industry. Patel is the chief executive of Primesight. He said: “Our media sector is poised to take a great step forwards. When I was appointed chairman I realised that we needed to reinvigorate the OMC and Mark’s experience will be invaluable in helping demonstrate the potential to advertisers, brands and media and creative agencies. “He has the gravitas, the clout and the contacts to really help raise the OMC to another level.” Craze left his role as the group chief executive of Havas Media UK in February 2014. He joined Havas Media as managing partner in 2005 and was promoted to group chief executive in 2008. Prior to Havas, Craze was at Aegis Media UK for 15 years, latterly as the chief executive from 2002 to 2004. Craze said: “The out of home industry is at the most exciting point in its history, and I have been massively impressed with the commitment and energy of all the contractors supporting the OMC. “On the back of huge investment, new technology and improved audience insights, out of home (OOH) has enjoyed spectacular success over the last ten years, and is now passing the billion pound mark in ad revenue. “Our ambition is to unleash the full innovative potential of OOH and work even more harmoniously with advertisers, agencies and the Specialists. “Our single minded goal is to further drive growth and enhance our position as the most innovative, engaging and influential form of advertising.” The OMC’s chief executive, Mike Baker, announced his intention to step down in October and expects to complete work in March. He rebranded the group as OMC and ushered the group through a new marketing-led approach. Via: Media Week
- JCDecaux, one of the Council members of the Outdoor Media Centre (OMC), the industry body for the out of home sector, has decided to step down from the association. It will continue to work with the industry on other joint initiatives, such as the Route audience measurement system. Naren Patel, Chairman of the OMC and CEO of Primesight said: “JCDecaux has been pivotal in building the momentum of out of home in the UK and we are sad and surprised that they have decided to leave the OMC as the industry is poised for significant growth as result of the investment in digital screens. The door will always remain open for them to return”. The out of home industry is emerging as one of the most innovative, engaging and influential forms of advertising. On the back of huge investment, new technology and audience quality, out of home has enjoyed spectacular growth over the last ten years, and is now passing the billion pound mark in ad revenue. The Lighthouse Company is leading the search for a new CEO and Chairman for the OMC. About the Outdoor Media Centre According to WARC/Ad Association, outdoor represents 9.8% of total display. This is up from 8.6% in year 2000. WARC predicts outdoor will surpass £1bn in 2014. The OMC was launched in 2011. It consists of 3 Council members, 7 Board members and 24 Associates. Naren Patel, CEO of Primesight, was elected Chairman of the OMC in October 2013. The OMC markets the outdoor medium to advertisers and their agencies, using regular events, training, category argument, newsletters and case studies. It also lobbies central and local government. The new Outdoor audience measurement system, Route, was launched in February 2013.
- Clear Channel appoints ITV’s commercial director Sarah Speake as CMO ITV’s director of commercial marketing and research Sarah Speake has joined Clear Channel as chief marketing officer. Speake, who joined the commercial broadcaster in September 2013, had previously spent seven years at Google, most recently as strategic marketing director. Andrew Morley, chief executive of Clear Channel UK, said: “We are delighted to have further strengthened our senior leadership team with Sarah’s appointment. Sarah brings a wealth of experience to the role. Not only is she commercially and technically savvy, she also joins us with a well-deserved reputation as a motivator, coach and mentor.” At the time of writing, The Drum was awaiting clarification of who would pick up her duties at ITV and when a successor would likely be in place. Speake will take up the new role from March.
- Clear Channel UK awarded the Glasgow Street Furniture Clear Channel UK has been awarded the Glasgow Street Furniture contract by Glasgow City Council. The contract, which came into effect on 3rd January, is for a period of five years, with the option to extend for up to 60 months. The out-of-home media owner, which currently operates street furniture contracts under its Adshel brand in over 300 local authorities, has been given the use of the advertising space located within 600 Glasgow City Council-owned bus shelters and is also responsible for their cleaning and maintenance. As part of the contract, Clear Channel will upgrade 50 bus shelters with its Adshel Live digital screens. All city shelters will be fitted with Clear Channel’s ‘Connect’ Mobile Platform, allowing people to engage with advertisers by accessing interactive content via their smartphones, including games, vouchers and videos. Dave Huckerby, Clear Channel Development Director, said: “We are delighted to have been awarded the Glasgow Street Furniture contract and are looking forward to maintaining the shelters, upgrading the paper estate and digitising fifty locations in the city to create new revenue streams. We are excited to be working with Glasgow City Council to offer the people of Glasgow engaging advertising.”
- 19th January 2015: JCDecaux has kick-started 2015 with the launch of a new digital Outdoor tower set in the cultural heart of London, South Bank SE1. The gateway to the West End, South Bank SE1 is located on Waterloo Bridge and reaches desirable London audiences; from affluent commuters and South Londoners, to national and international visitors interested in arts and entertainment. South Bank SE1 is a state-of-the-art double-sided superstructure and the first location to launch as part of JCDecaux’s 2015 digital roadside investment. Spencer Berwin, Managing Director – Sales, said: “I’m delighted we are launching this new tower in one of the key cultural hubs of London. South Bank SE1 will be one of the most sought-after DOOH locations in the capital as it provides advertisers with the opportunity to captivate a truly unique audience in South London.” As part of its partnership with JCDecaux, Coin Street Community Builders, the social enterprise and development trust, will run content on South Bank SE1 to promote their redevelopments and events in the South Bank area. Alison Pinner, Commercial Director of Coin Street, said: “We are proud to be embarking on an exciting new partnership with JCDecaux to further highlight South Bank as a vibrant and thriving destination as well as promote our key news and events in the local area using this new digital communications channel, South Bank SE1.”
- Outdoor Plus launches its 85m² head-on banner at 648 King’s Road on 1st February. Located head-on to traffic entering London’s exclusive King’s Road, this banner is in a “global ultra-prime residential area”, delivering both ABC1 business traffic heading into central London & the highly affluent Kensington & Chelsea set. The renowned King’s Road stretches 2 miles through Chelsea & Fulham & offers a host of desirable boutiques, high street stores & eateries. Key attractions include the Duke of York Square, Sloane Square & the Saatchi Gallery and further down the road, Chelsea FC at Stamford Bridge.
- Following the success of its latest brand campaign, ‘The Joy of Storage’, IKEA has unveiled a striking 3D special-build poster in the heart of the UK’s second city. The billboard depicts the flock of t-shirts from the TV spot, flocking to rest in an IKEA PAX wardrobe, continuing the theme of having a home for all the things you love. The clothes theme has added relevance with the giant poster located beside Birmingham’s Bull Ring shopping centre. The installation was brokered by IKEA’s media agency, Vizeum, and built by Posterscope in partnership with BlowUp Media. It will be seen by an estimated 800,000 people and is one of the largest 3D posters ever seen in the UK measuring 200sqm.
- British Gas’ Hive Active Heating is running a digital out-of-home campaign in Manchester following its successful launch campaign in London last October. The campaign’s aim is to highlight Hive Active Heating to commuters and travellers heading home to a cold house during the long British winter, reminding them that with Hive they can control their heating and hot water from their phone. This latest fully-automated, data-driven campaign which features roadside/pedestrian formats and sites within the rail and airport environments, updates every 10 minutes at each location based on a pre-designed rule set, to ensure each execution is contextually relevant. The roadside/pedestrian formats, for example, features different creative copy triggered by 24 local weather conditions (by post code), whilst the airport and rail sites use live flight arrival data at baggage carousels along with local temperature and flight origin temperature, and live train departure data
- The LEGO group announced it is the year of the Ninja with a star-studded red carpet premiere, in London’s Leicester Square, for its forthcoming animated season, LEGO Ninjago: Masters of Spinjitzu: The Tournament of Elements which launches on Cartoon Network from 10th February. To celebrate Season 4, psLIVE created an awaesome projection onto the White Cliffs of Dover of some of the main Ninjago characters
- Vauxhall uses real-time temperature data to drive new dynamic digital outdoor campaign for ‘A-Z of Corsa’ A real-time DOOH campaign launched on the 16th February for the new Vauxhall Corsa. The campaign – which is the first of its kind for the automotive sector – uses live weather data to trigger special ad creative dependent on the temperature, promoting the new Corsa’s heated product features. Planned by Posterscope and Carat, the campaign has been designed to target two specific audiences using ROUTE data. When the temperature is low enough, each audience is targeted with creative about the product features that are most likely to interest them. The bold all-new Corsa campaign ‘A-Z of Corsa’ is currently displaying ads for the new Corsa across a network of digital screens using the Liveposter platform, showing on more than 500 sites nationwide, (including key cities London, Manchester, Birmingham and Glasgow) across shopping centres, cinema, roadside and the London Underground. From today, whenever the temperature drops below 5°C, the creative will switch to highlight the new Corsa’s weather-related product features, such as the heated windscreen, the heated seats and the heated steering wheel. The ‘A to Z of Corsa’, is an affectionate nod and rebellious take on the Vauxhall Corsa, which has sold over 1.8 million vehicles in its 22 years on the road. The ‘A to Z of Corsa’ accelerates viewers through a whirlwind of alphabetic themed scenes. Illustrating everyday British life and driving scenarios from boxers, cricket and dogs, to quiffs, roundabouts, snogging and tea, the ad follows people through their own personal road trips. The soundtrack, ‘There’s a beast and we all feed it’, by Jake Bugg is used across the campaign. Chris Hawken, Vauxhall brand marketing director, said: “This is the first time General Motors has implemented a dynamic DOOH campaign. Real-time temperature data enables us to bring some of the new Corsa’s best features to life in a way that will help consumers better identify with the creative. Posterscope and Liveposter have helped us to implement a campaign that reacts to the world around it in a way that will help us to better engage our target audience with an unforgettable out-of-home experience.” Glen Wilson, managing director at Posterscope, said: “DOOH works best when it’s made to work as hard as possible. By delivering content in real-time, this new Corsa campaign is enabling General Motors to reach its target audience via DOOH in what we call ‘right-time’. The temperature-dependant creative enables them to deliver exactly the right message to the right individual at exactly the right time.”
- To promote Net-A-Porter’s newly launched Net-A-Sporter active-wear offering during the winter 2014/15 season, generate talkablity and provide a sense of brand ownership of an event or location that could be promoted on Net-A-Porter’s owned channels, PSI (Posterscope’s international division) created something a little bit different. The solution – wrapped gondolas in Courcheval, a ski resort known for its high-end audience and premium shopping opportunities and which, as well as being located in the centre of the biggest interconnected ski area in the world – the Three Valleys, Courchevel offers 150 kilometres of downhill ski runs served by 58 lifts. The campaign involved wrapping 25 gondolas on the Jardin Alpin lift, which starts in the centre of the resort, so highly visible to skiers at the start and end of their day, as well as being seen by those on the slopes, with the iconic Net-A-Porter branding of white text and images on a black background (highly visible against the white of the snow and the remaining gondolas on the lift). The activity will last until the end of the ski season in mid-April 2015.
- Unsuspecting public given Disney surprise as Mickey and Co. set up shop This is a great example of a low budget but engaging stunt, released this week to promote Disney Sides, a series of original Disney-inspired films created by teens. In it, Mickey, Minnie and a host of other Disney characters surprise and mirror shoppers. Simple premise, works really well. The video has had more than 54 million views on the Micky Mouse Facebook page and 3 million on YouTube.
- This Pizza Brand’s Outdoor Ads Are Hard to Notice out-of-home ads that are hard for people to see sounds like a terrible idea. But Daiya Foods does just that with clever ad placements in a new campaign created by agency TDA-Boulder that plays off the line, “It’s easier to notice this ad than notice our pizza is dairy-free.” Ads are running where few people look (like on top of a bus), while others are almost too small to see (tiny stickers on benches, crosswalk lights, elevator panels, phone kiosks and more) or go by too fast to read (taxi tops).
- Reebok gives people a lift (literally) When the Escalators Died in Stockholm’s Subway, Reebok Was There to Give People a Lift Quite literally… Last week, when the escalators in Stockholm’s subway stations were out of order, the sportswear brand, along with agency The Viral Company, recruited a bunch of athletes from Fit 4 Life, a local CrossFit gym, to give commuters a lift. Despite the reasonable odds that the women panting at the top of the stairs—as well as some of the people who don’t seem to mind getting slung over some rando’s shoulder—are agency employees, the idea is cute, and a nice, down-to-earth extension of Reebok’s lofty new “Be More Human” strategy. (While there’s nothing special about Good Samaritans helping solo parents carry strollers up stairs, helping a pregnant woman by actually carrying her is a little more unusual—she was, according to the agency, late for a meeting.) Nonetheless, the ad’s everyman heroes aren’t really doing anything impressive until they’re carrying their passengers raised overhead with one arm, like this guy. And they’re obviously not truly hard core unless they have a giant tattoo of Reebok’s logo, like this woman—though she is just one of some 28 Reebok-branded humans currently known to reside in Sweden, according to a recent headcount from the company.
- Twitter and TOPSHOP will showcase emerging fashion trends as they happen live from London Fashion Week in a unique digital out of home collaboration broadcast across Ocean’s The Grid. Listening to the industry and influencers as they Tweet at and around shows, Twitter and TOPSHOP will highlight next season’s trends and communicate them via Ocean’s digital out of home screens, online and in store. The campaign, created by Twitter UK for TOPSHOP, breaks on February 20. Throughout London Fashion Week, as key trends emerge they will appear in the TOPSHOP trend cloud as hashtags, for instance #colourblocking, #pleats and #utility. From there they will feature on The Grid, the campaign then inviting customers to Tweet @Topshop using one of the trend hashtags to receive a curated shopping list inspired by the trend. #LiveTrends was the winning campaign in Ocean’s annual Art of Outdoor Digital Competition 2014. “TOPSHOP is proud of the award-winning, innovative partnerships that have driven the democratisation of London Fashion Week over the last three years and this season is no different. Through Twitter’s listening power, we can allow our global consumer to shop the trends as and when they happen, and give them insight and access into runway shows. The idea of live advertising is just beginning, and thanks to the Ocean sites, this will be a first example of real-time shop-able billboards.” Bruce Daisley, managing director of Twitter UK,said: “Twitter is live, public and conversational, making it the perfect accompaniment to London Fashion Week. We are excited to be working with TOPSHOP on a project that brings people all over the world closer to fashion week, giving them direct access to next season’s trends as soon as they emerge.” Ocean CEO Tim Bleakley said: “This campaign is striking for its immediacy and relevance to it target audience. Here’s proof that premium digital out of home really is the media of the moment to get your brand noticed.”
- A Pop-Up Cuddle Cafe is coming to London McVitie’s has revealed it will be opening a pop-up café in London, which allows customers to pay for their order with a hug. Visitors will have the chance to drink tea, eat biscuits (obviously) and sit down in cosy seating in exchange for cuddles. McVitie’s is using the hashtag #sweeet on social media channels to promote the activity. The Cuddle Café will be located at 52 Tottenham Street, and will be open to all on 10th February for two hours, between 8pm and 10pm, as well as 11th February between 11am and 8pm – but only if you’re willing to get up close and personal! Via: PRexamples
- N.Y. Subway Riders Play Virtual Basketball With Carmelo Anthony The US office of Kumho Tire, global tire manufacturer headquartered in Gwangju, Korea launched an interactive basketball experience currently running in the Times Square subway station. The experience is designed to get riders to stop and sink virtual baskets on their way to their destinations. The game, ‘Pop-A-Shot’, features basketball players dribbling across a storefront in the Times Square subway station. As pedestrians approach the screen, the player will capture their attention by forcefully passing the ball directly at them, ‘cracking’ the digital screen. The challenger ‘steps’ onto the court, and attempts to toss Kumho digital tires, instead of basketballs, into the hoop. When the final score is tallied, the basketball player steps back onto the court and bestows his own brand of judgment on the player, who is prompted to pose for a photo with the player that can be shared on social media. The activation runs to Feb. 22, 2015, in New York City’s Time Square subway station near the 43rd Street and 7th Avenue entrance. “We are excited for New York to feel Kumho’s presence and support for basketball everywhere they turn,” said Harry Choi, president and CEO of Kumho Tire North America. “This experience is designed to take fans beyond their expectations with their favorite game,”says Josh Cohen, CEO, Pearl Media. “Bringing this type of excitement and action into one of the busiest NYC transit stations is a memorable way to drive awareness of Kumho,” The activation is a piece of a larger promotion that Kumho Tire launched on Instagram and Twitter in January.
- 300 Android Devices form a choir Google Japan wanted to draw attention to a little Android app called Androidify, which makes tiny android avatars. So, it synchronized 300 Android devices, each with their own little avatar, to create a tiny android avatar choir. The digital choir was installed in the Omotesando Hills shopping center in Tokyo, where the little creatures flail their arms in time to the preprogramed music for the amusement of shoppers. Anyone brave enough can actually step up and attempt to “conduct” the tiny, tinny choir through a gesture-sensing program. The activation brings the ‘Be together, Not the same’ brand message to life.
- Drone delivers flowers to couples in Valentine’s Day stunt The Flower Council of Holland has used a drone to drop roses in front of couples for a stunt in the Italian city of Verona. The drone was painted red and nicknamed ‘Cupidrone’ for the pre-Valentine’s Day activity, which was filmed by production company Back2Back. Cameras, including one onboard the drone, caught the reaction of young men and women when Cupidrone dropped a red rose in front of them. Bram de Roojj, creative director at the creative agency Kingsday, said: “Technology may have changed over the years, but the effect of flowers definitely has not!”
- Capital launches live London OOH music feed Capital is streaming tracks played on the breakfast, mid-morning and drivetime shows on digital Outdoor Plus billboards, to persuade commuters and workers to switch over to the station. The ads give real-time updates on every song played by the radio station to 14 Outdoor Plus sites throughout the capital, including the Euston Road Underpass and Vauxhall Cross. Live feeds will track songs played during the Capital Breakfast Show with Dave Berry and Lisa Snowdon, mid-mornings with Pandora and Drivetime with Greg Burns. These are the busiest times on London’s roads, with the highest dwell times. Max Buckland, the head of marketing for Capital, said: “Capital’s traffic and travel data supports our view that Outdoor Plus has the best coverage across the busiest traffic hotspots in London. “Capital plays the biggest and best hits, 24 hours a day, seven days a week, and with this campaign we can ensure commuters don’t miss out on their favourite music.” The song information is relayed from Capital to the Outdoor Plus screens via CrowdScreen. Jonathan Lewis, the managing director of Outdoor Plus, said: “Our digital offering is the most advanced in the market. “This innovative campaign from Capital is a showcase for how brands can use digital out of home in a clever way to create truly engaging advertising.” Via: BrandRepublic
- Public invited to experience isolation of cancer sufferers in Macmillan campaign The ‘Isolation Box’ is part of the Macmillan Cancer Support ‘Not Alone’ campaign to raise awareness of the isolation felt by cancer sufferers. Following on from the hugely effective installation “I am not the Cancer” which was an exploration of three women living with secondary breast cancer, comes Macmillan Cancer Support’s “Isolation Box”. Situated on Paddington Station last week, it allowed people another way to experience the loneliness that can follow a cancer diagnosis. Standing in the box, unable to see anything but your own reflection in the glass – yet knowing that you are on full view to those outside – and listening on headphones to the personal experiences of four cancer survivors, the experience mimics the desolate feeling that is isolation. Research shows that, for some cancer patients, withdrawal into the world of loneliness can be so bad that meals are not eaten and medical appointments are missed – with the obvious detrimental results. It was the number of people in this situation – 550,000 people (22% of those living with cancer) – revealed by Macmillan/Ipsos MORI research that inspired Macmillan’s “Not Alone” campaign. Involved Agency: Tea & Cake PR Via: The Telegragh
- Do something good before you become a zombie You won’t need your organs when you turn into a zombie! For the Walking Dead season premiere, FOX partnered with K2 and created an innovative campaign that will leave you feeling empty. They decided to do something good before people turn into zombies. They gave out statements of intent to donate your organs before you die (or turn into a zombie). They also organized a 3-day event that took place at Warsaw Central Station where they could learn more about donating their organs, or even take a zombie selfie.
- Free Killer Tan Every year 10,000 Americans die of melanoma….and indoor tanning in a major cause. According to statistics just one indoor tanning session increases the risk of melanoma skin cancer, by 20%. To show how tanning literally kills, New York based agency Area 23 created a shocking ‘experience’ for melanoma awareness organisation Mollie’s Fund, where customers who turn up for a free tanning session are greeted with their own funeral, fully equipped with mourners and a coffin.
- Clever Billboard Features McDonald’s Egg McMuffin Rising Along With The Sun McDonald’s Egg McMuffin digital billboard from Canada works in harmony with the movements of the sun where the Egg McMuffin rises into view just like the sun in the morning. The campaign was created by Integrated marketing communications agency Cossette. Via: Adweek
- Welcome to Mustang ‘Speed’ Dating To promote the 2015 Mustang, Ford set up a Valentine’s Day stunt involving a series of blind dates, a stunt driver (Prestin Persson) and a few unsuspecting passengers. To persuade the men to go on dates with Persson, they were told that they were being considered as contestants for a dating reality show and that this was a test run with the primary talent. The participants were unaware of the in-car cameras….Although not a new idea, the reactions are still very funny. The spot was made by The Work, a Detroit-based production agency.
- Get in touch with us via: Our website- http://posterscope.com/ Our blogs- http://pioneeringooh.com/ Hyperspace portfolio- http://hyperspaceportfolio.wordpress.com/ Twitter- https://twitter.com/Posterscope