The OOH industry is governed by human movement, and human movement is the touch-paper of global pandemics. Where it goes, so viruses go too. We find ourselves in a new and likely forever-changed world of human movement, meaning OOH must evolve to remain relevant.
In a new COVID-19 world, what do consumers think, feel and do with regards to the OOH space? And what is their perception of brands currently using OOH? We aimed to find.
“The Mobility Mindset”, a new research study conducted by Posterscope, has revealed that almost two-thirds of people are feeling more appreciative of their local community and have a heightened emotional connection to their out of home environment since the pandemic, and this is having a “knock on” effect on noticeability and positivity towards OOH advertising.
Research was conducted by Dipsticks Research Group using its online panel, Panelbase, amongst 1,025 nationally representative adults aged 18-55. Fieldwork took place from Thursday 24th to Sunday 27th September, directly after the new national measures were introduced on September 24th.
Posterscope's piece Working out the Wold of Work looks into the changing face of work now and in the near future as a result of Covid-19. From regional differences working from home, mobility trends, new behavioral patterns , and what this means for Out of Home.
Now we are a few months into the Government’s recovery strategy, we are fully aware that our time at play will not be returning to the way it was for some time yet.
Much like other parts of Europe, we have seen a staggered re-opening of shops, leisure and entertainment venues over the last couple of months, with recent announcements from the UK Government further relaxing lockdown restrictions.
This piece ‘Playing Safe' looks at the current situation and that of the near future of key areas of play; food, drinking and socialising, street parties, festivals and sporting events, and how OOH can be used in the most effective way to reach people during their leisure time.
The Real World is Posterscope's monthly market update, containing latest industry news, key facts and figures and some really cool out-of-home campaigns.
In Posterscope's Audience and Brands Head Out of Home we look at the increase in audience mobility (now 70.8 versus pre-Covid baseline of 100), the effect on retail as people flock back to the shops, and the automotive market. And we take a look at how OOH is perfectly placed to help brands capitalise on this moment.
In a new COVID-19 world, what do consumers think, feel and do with regards to the OOH space? And what is their perception of brands currently using OOH? We aimed to find.
“The Mobility Mindset”, a new research study conducted by Posterscope, has revealed that almost two-thirds of people are feeling more appreciative of their local community and have a heightened emotional connection to their out of home environment since the pandemic, and this is having a “knock on” effect on noticeability and positivity towards OOH advertising.
Research was conducted by Dipsticks Research Group using its online panel, Panelbase, amongst 1,025 nationally representative adults aged 18-55. Fieldwork took place from Thursday 24th to Sunday 27th September, directly after the new national measures were introduced on September 24th.
Posterscope's piece Working out the Wold of Work looks into the changing face of work now and in the near future as a result of Covid-19. From regional differences working from home, mobility trends, new behavioral patterns , and what this means for Out of Home.
Now we are a few months into the Government’s recovery strategy, we are fully aware that our time at play will not be returning to the way it was for some time yet.
Much like other parts of Europe, we have seen a staggered re-opening of shops, leisure and entertainment venues over the last couple of months, with recent announcements from the UK Government further relaxing lockdown restrictions.
This piece ‘Playing Safe' looks at the current situation and that of the near future of key areas of play; food, drinking and socialising, street parties, festivals and sporting events, and how OOH can be used in the most effective way to reach people during their leisure time.
The Real World is Posterscope's monthly market update, containing latest industry news, key facts and figures and some really cool out-of-home campaigns.
In Posterscope's Audience and Brands Head Out of Home we look at the increase in audience mobility (now 70.8 versus pre-Covid baseline of 100), the effect on retail as people flock back to the shops, and the automotive market. And we take a look at how OOH is perfectly placed to help brands capitalise on this moment.
Since the Government published its Coronavirus recovery strategy, we have been moving quickly through the relaxation of lockdown in ‘steps’ and are now celebrating the large milestone at which non-essential businesses are permitted to reopen, if they can become “Covid Secure”. Now at Step 2, it is starting to feel like the return to normality of sorts, albeit with one-way systems, queues to enter shops and Perspex screens.
But how do we expect the high street and retailers to fare? what role will local communities play in the near future? and how will the role and behaviours that brands have taken during the pandemic affect consumer behaviour?
Posterscope’s latest article ‘All Hail Retail’ looks at SHOP in the NEAR, focusing on all these questions along with the role OOH can play in reaching these shoppers in the right locations in a dynamic, agile and relevant way.
There is no doubt that shopping as we know it, will remain changed for some time yet. Appetite is of course there; we will simply see retailers adapting and evolving to ensure customer safety.
One thing for certain, is that while there will be both winners and losers on the high street, more importantly, there will be opportunities for new businesses to develop and succeed – let’s not forget that after crisis follows a period of rapid innovation… and so we should be positive in expecting new businesses, new approaches, and new experiences on our High Streets.
The Future 100 - trends and change to watch in 2016; cultural shifts that affect businesses and consumers alike, by the J. Walter Thompson Intelligence.
The New Face of Retail: Retail and Consumer Trends Reshaping the LandscapeL.E.K. Consulting
There are several trends reshaping the U.S. retail market today, from the decline of traditional media to smaller, more focused branding. In this webinar with ACG, L.E.K. Consulting’s Rob Haslehurst and Jon Weber discuss the trends reshaping the retail market today.
Examines the impact of technology, generational shift, and apathy as key driving forces of change. Puts forward a POV on the real problems facing agencies and brands operating in this "age of embarrassment" powered by the misuse of technology.
Spotify: the largest on-demand music service in the world, and growing fast. They offer a “freemium” as well as a paid premium model, allowing users the option to avoid advertisements and listen offline.
Tens of millions of daily Spotify users generates data that gives Spotify a unique opportunity to develop their products and services based on user behavior.
This report will provide some background on Spotify and explore their Customer Value Proposition using our CVP Canvas.
We will identify the brand initiatives surrounding product innovation, added-value services, shopping experience, and communication that contributed to a new success.
Carat Trends 2021 - The Year of Emotionally Intelligent Marketingdentsu
In 1970 American writer and futurist Alvin Toffler wrote his best-selling book Future Shock. The book defined the phrase as a certain psychological state of individuals and entire societies brought about by a personal perception of “too much change in too short a period of time”.
2020 has undoubtedly been that year.
The world feels like a very different place to the end of the previous decade. For brands, the volatile times mean a greater need for emotional intelligence; listening and understanding how their consumers feel and helping people navigate the new world through their products, services and actions.
8 trends of Creativity at #CannesLions 2016 HUB INSTITUTE
The Hub Institute, a digital think tank based in Paris, is bringing to light the main creative, innovative trends and ads from this amazing event, thanks to its on-site experts. #HUBLions
More info on hubinstitute.com
Into the Mainstream: Influencer Marketing in Societyrun_frictionless
TAKUMI surveyed over 3,500 consumers, marketers, and influencers across the UK, US, and Germany to uncover the latest trends in the sector. The report ‘Into the mainstream: Influencer marketing in society’, uncovered divided opinions on what consumers want to see and what brands are willing to engage with influencers on.
https://runfrictionless.com/b2b-white-paper-service/
Post Covid-19: A BBH briefing to marketing leadersHarry Guild
Our first briefing on COVID was about how to keep trading as we headed into the crisis. In this briefing, we look at how to plan for the other side. In short, how to emerge well.
We cannot see into the future. Instead, we would always argue for a data-led position gilded with imaginative possibilities. While we outline how new spending attitudes and altered routes to market will affect the near-term, more broadly than that, this is a moment in time to make brands better for people. We should grasp that.
We cannot see into the future, but we can help invent it.
Since the Government published its Coronavirus recovery strategy, we have been moving quickly through the relaxation of lockdown in ‘steps’ and are now celebrating the large milestone at which non-essential businesses are permitted to reopen, if they can become “Covid Secure”. Now at Step 2, it is starting to feel like the return to normality of sorts, albeit with one-way systems, queues to enter shops and Perspex screens.
But how do we expect the high street and retailers to fare? what role will local communities play in the near future? and how will the role and behaviours that brands have taken during the pandemic affect consumer behaviour?
Posterscope’s latest article ‘All Hail Retail’ looks at SHOP in the NEAR, focusing on all these questions along with the role OOH can play in reaching these shoppers in the right locations in a dynamic, agile and relevant way.
There is no doubt that shopping as we know it, will remain changed for some time yet. Appetite is of course there; we will simply see retailers adapting and evolving to ensure customer safety.
One thing for certain, is that while there will be both winners and losers on the high street, more importantly, there will be opportunities for new businesses to develop and succeed – let’s not forget that after crisis follows a period of rapid innovation… and so we should be positive in expecting new businesses, new approaches, and new experiences on our High Streets.
The Future 100 - trends and change to watch in 2016; cultural shifts that affect businesses and consumers alike, by the J. Walter Thompson Intelligence.
The New Face of Retail: Retail and Consumer Trends Reshaping the LandscapeL.E.K. Consulting
There are several trends reshaping the U.S. retail market today, from the decline of traditional media to smaller, more focused branding. In this webinar with ACG, L.E.K. Consulting’s Rob Haslehurst and Jon Weber discuss the trends reshaping the retail market today.
Examines the impact of technology, generational shift, and apathy as key driving forces of change. Puts forward a POV on the real problems facing agencies and brands operating in this "age of embarrassment" powered by the misuse of technology.
Spotify: the largest on-demand music service in the world, and growing fast. They offer a “freemium” as well as a paid premium model, allowing users the option to avoid advertisements and listen offline.
Tens of millions of daily Spotify users generates data that gives Spotify a unique opportunity to develop their products and services based on user behavior.
This report will provide some background on Spotify and explore their Customer Value Proposition using our CVP Canvas.
We will identify the brand initiatives surrounding product innovation, added-value services, shopping experience, and communication that contributed to a new success.
Carat Trends 2021 - The Year of Emotionally Intelligent Marketingdentsu
In 1970 American writer and futurist Alvin Toffler wrote his best-selling book Future Shock. The book defined the phrase as a certain psychological state of individuals and entire societies brought about by a personal perception of “too much change in too short a period of time”.
2020 has undoubtedly been that year.
The world feels like a very different place to the end of the previous decade. For brands, the volatile times mean a greater need for emotional intelligence; listening and understanding how their consumers feel and helping people navigate the new world through their products, services and actions.
8 trends of Creativity at #CannesLions 2016 HUB INSTITUTE
The Hub Institute, a digital think tank based in Paris, is bringing to light the main creative, innovative trends and ads from this amazing event, thanks to its on-site experts. #HUBLions
More info on hubinstitute.com
Into the Mainstream: Influencer Marketing in Societyrun_frictionless
TAKUMI surveyed over 3,500 consumers, marketers, and influencers across the UK, US, and Germany to uncover the latest trends in the sector. The report ‘Into the mainstream: Influencer marketing in society’, uncovered divided opinions on what consumers want to see and what brands are willing to engage with influencers on.
https://runfrictionless.com/b2b-white-paper-service/
Post Covid-19: A BBH briefing to marketing leadersHarry Guild
Our first briefing on COVID was about how to keep trading as we headed into the crisis. In this briefing, we look at how to plan for the other side. In short, how to emerge well.
We cannot see into the future. Instead, we would always argue for a data-led position gilded with imaginative possibilities. While we outline how new spending attitudes and altered routes to market will affect the near-term, more broadly than that, this is a moment in time to make brands better for people. We should grasp that.
We cannot see into the future, but we can help invent it.
Today, the Innovation Group, the trends forecasting consultancy of J. Walter Thompson Intelligence, released its The Future 100: Trends and Change to Watch in 2016 report.
Information's role in disruption cycles and the exploitation of tipping pointsMark Albala
“The Tipping Point”, written in 2000 prior to the digital economy, described a means for forging disruptions through the exploitation of information. Having a keen understanding of the information you have at your disposal and a keen awareness of the attempted disruptions through viral social media and other means is critical for survival in the digital economy. This writing will go over what the tipping point is, how information aligns to the tipping point in the digital economy and what organizations must do now to survive disruptive attempts to dethrone their products and services in the digital economy.
DESTINATIONS AND COVID-19: HOW TO BUILD A SUSTAINABLE PATH TO RECOVERYTOPOSOPHY
Last week we published the Covid-19 DMMO Continuity Checklist, a practical resource to guide destinations everywhere on their Covid-19 response, and help them towards a sustainable recovery
When compiling the Checklist, in partnership with European Cities Marketing, we looked, as we usually do, beyond the travel and tourism sector to get the big picture. This helped us to assess some of the broader shifts and trends in the economy and society that were already occurring before storm corona hit at the beginning of this year. Sounds interesting, right? However there’s little point about observing these trends without considering what they could mean for us in practical terms, and at TOPOSOPHY we are all about turning insights into practical solutions! We’ve condensed our trend analysis into five areas:
1. The Place
2. Citizens’ Expectations
3. The Industry Approach
4.Contextual Challenges, and finally what all this means for...
5. The Purpose and Vision of DMMOs
In our current social and political landscape, ‘Fake News’ has dominated the global conversation, but how do we recognize what is mis- and disinformation? And how can we contain it?
In this webinar, we take a closer look at this pressing issue, and how to use technology to mitigate the effects of misinformation and fight distrust.
Over the past couple of weeks, MTM’s Cultural Insights team have been putting together their 12 Trends of Christmas, covering areas as varied as social media, gaming, wellness and content. We've now collated all of the trends into one handy, accessible report.
Mtm 12 trends of christmas - december 2021Hannah441543
It’s MTM’s ‘12 Trends of Christmas’, which covers trends that our Cultural Insights team has been identifying across sectors like media, branding, gaming and technology.
d8 reflections on a post COVID-19 XM landscapeAlain Manders
In this document, you’ll find an overview of the 8 most impactful topics for XM in a post COVID-19 world, on which we have made our storydoing reflections. Nobody knows exactly what "the next normal” will look like. Yet, we would like to share this summary to start the conversation.
In order to implement these reflections in practice, we are working creatively on these 8 topics as well. This way we can face this challenging future together with concrete storydoing ideas. These creative ideas will also be coming your way in the next couple of weeks, so stay tuned.
If you have any questions, comments or challenges in the meantime? Please let us know at hello@demonstr8.com. We are looking forward to discussing them with you and your team!
Enjoy the read,
Demonstr8
(www.demonstr8.com)
Psi global ooh predictions post covid19Posterscope
With the sharp adoption of new technologies blurring the balance between an increasingly virtual way of living, how will the way we navigate the world change in the new normal? PSI, outline their predictions for travel and the out of home ( OOH) industry.
To help provide a picture of people's return to the broader OOH space, Posterscope has collaborated with our mobile data partner Three UK, to analyse every postcode sector up and down the country. Last week’s mobility index was 66.9 up from 65.7 the previous week, versus the pre-Covid baseline of 100
To help provide a headline picture of the return of audiences into the broader OOH space, we have collaborated with our telecoms data partner Three mobile, to analyse every postcode sector up and down the country to understand the journeys people are taking to supermarkets, retail areas or trips on major roads – providing Posterscope with the most detailed understanding of mobility in the UK, and with no ‘lag’ time.
Flexibility agility relevancy will be key ingredients in post lockdown advert...Posterscope
Reflecting and respecting the mood of the country has been a key theme for advertisers during this Pandemic, with the brands that have, seeing their work shared and celebrated. What happen next with lock-down is still unclear, however it does seem certain though is that no one will be going back to what is already becoming the “old” normal for a long time, if ever. It is also clear that this will affect how advertisers communicate with customers moving forward. Flexibility, agility and relevance will be key ingredients in designing communications in the coming months, if not years.
Effectively and efficiently travelling through towns and cities has always been key to keeping a city moving in terms of business, shopping and our social lives. How we do that, and the effect it has on the environment, our bank accounts and stress levels, has been a growing debate over the last few years.
The OOH industry is built to capitalise on the movement of people with much of the industry’s infrastructure coming from transport networks. In recent weeks however all of this has been interrupted. Normal travel behaviours have been disrupted, and with changes to travel patterns comes changes to out of home advertising too.
Here we consider what a post-lockdown society might look like, and how we might travel through it, from the potential increase in car usage, to returning to public transport and the reappraisal of the rush hour commute.
Home is where the work is - WORK in the NOWPosterscope
In this edition we focus on WORK in the NOW. It’s probably fair to say that over the last two months just about every one of the 32.6 million people employed in the UK (ONS, 2019) has experienced unprecedented changes to their working lives, following the government’s lockdown announcement on the 23rd of March. In ‘Home is where the work is’ we look at the change in commuter activity, the effect on Supermarket sales figures, different audience behaviours as city workers go suburban, and relevant OOH touchpoint to address the new now.
Posterscope: Supermarket Peep: A Glimpse at UK Shopping Behaviours in the NowPosterscope
Analysis of major GB data sources for grocery retail illustrates the significant changes we have seen in shopping behaviour over the last 6 weeks. It demonstrates when these changes were most profound, where they were happening and indicates that in the most recent weeks that overall retail spend is starting to stabilise. This edition of Posterscope’ Now, Near, Next series looks at Shop in the Now, focussing on the retail winners and losers, the UK as a nation of baking and beer, the change to shopping locally and the need for advertising to be more aware of itself than ever.
PSI: The Global Travel & OOH industries in 2020 and beyond Posterscope
2019 proved to be another rollercoaster year for the global travel industry, and 2020 promises to be no different, as fluctuations in the economy, technology and politics continue to affect the way that people navigate the world. This is evident across all industries, not least in the global travel and international OOH sector. As the year is beginning to unfold, PSI has looked into what the rest of the year behold from the increase in hyper personalised travel experience, the global transformation through OOH automation and being connected at 35,000 feet
PSI: The Global Travel & OOH industries in 2020 and beyond Posterscope
2019 proved to be another rollercoaster year for the global travel industry, and 2020 promises to be no different, as fluctuations in the economy, technology and politics continue to affect the way that people navigate the world. This is evident across all industries, not least in the global travel and international OOH sector. As the year is beginning to unfold, PSI has looked into what the rest of the year behold from the increase in hyper personalised travel experience, the global transformation through OOH automation and being connected at 35,000 feet
With advances in data, technology and inventory, along with strong growth, OOH remains in great health. And that’s great news, but what we’re really excited about is what’s yet to come.
Posterscope has gazed into the future to unearth what will help shape the 2020 OOH landscape, in what promises to be another thrilling year.
Four key factors that will accelerate air travel in 2019Posterscope
Renovation and expansion of airports all over the world continues at a rapid pace as flyer demands grow and change. As a result, we’ve seen an increased drive for more integrated advertising within the airport environment, focused on reflecting passenger journeys and enhancing these through service provision.
James McEwan, Managing Director, PSI, looks at four factors enabling more engaging and timely advertising from operators throughout the travel sector:
2018 looks set to be another roller-coaster year for the global travel industry. Here PSI identify some of the political, economic and technological factors that will impact the way consumers travel this year.
The Future of Air Travel - Seemless and PersonalPosterscope
PSI has been taking a look at developments and emerging trends in global air travel in recent years and how they are giving rise to exciting new opportunities for advertisers to reach travellers as they move through their journeys.
Connecting with the new Chinese travellerPosterscope
China’s growing love affair with international destinations has seen a significant increase in air travel and overseas spending, with numbers predicted to rise exponentially by 2023. Inviting you to explore the exciting opportunities this offers, PSI, in collaboration with strategic partner ForwardKeys, shares a tantalising slice of insider data and outlines just some of the psychology now driving the Chinese travel consumer.
OOH is reaching a tipping point where data, technology and
the OOH infrastructure are able to integrate and connect to
deliver more impactful, efficient and effective campaigns for
clients than ever before.
Posterscope share their insights on the OOH landscape in 2018.
6 Predictions for 2017:
1. 'Open' data: Data exchanges improving planning
2. Relevancy, from the few to the many: The rise of scalable content
3. Blending real and virtual experiences: Technology is changing your media plan
4. Contextual content clicks in: Are traditional demographics dead?
5. Advertising with utility: Not just advertising, advertising for good
6. Programmatic is here
OOH is on the cusp of a new evolution: how it’s
planned, bought and it’s interaction with people.
Mixing all of these ingredients together moves OOH
into an unseen and largely untested realm – meaning
many of our pre-existing rules, recommendations and
benchmarks will be re-examined. Read about our predictions for 2017.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
DMF Portfolio Piece Smart Goals - Artist Management.docx
The Healing Power of OOH
1. The Healing Power of OOH
Source: WARC Exclusive, May 2020
The latest Advertising Association and WARC Expenditure Report bought into stark relief the deep
impact that COVID-19 has, and will, have on the advertising industry, and for OOH specifically. With
the public in lockdown, it was no surprise to see that OOH is expected to see falls in adspend
throughout the rest of 2020. Among the bad news there was one small spark of hope for the OOH in
the report, forecasting that digital out of home, alongside cinema, will be the only channels to
recoup their losses fully in 2021.
David Bowie once said that “the future belongs to those who can hear it coming” and while it’s a
murky and muffled sound right now, if you listen carefully you can hear a sharp and bright bass note
cutting through. The sound of a future we need to focus our attention on.
Out of home has always been more than just an advertising medium and now more than ever, we
need to take this opportunity to reset, re-educate and refine people’s perceptions of the medium, so
that we can build a future that is more strategically valuable to brands, consumers, and our wider
communities.
2. A country in temporary pause
In OOH, we can contribute solutions to the challenges ahead in a myriad of ways but for the
moment, as a country, we are temporarily paused, and we only need to look outside to see this in
action:
TRAVEL: UK traffic is down by c.60% with some public transport such as London Underground and
Rail down more than 95%. With people making only ‘essential’ journeys and working from home
where possible, public transport hubs have seen a 71% reduction in visits overall.
SHOP: According to IRL Worldwide data, total UK sales year on year were consistent up until late
February, but as the effects of COVID 19 took hold in early March, people’s shopping behaviour
changed overnight. Stockpiling spiked between 8–21 March as consumers feared government
lockdown which started on 23rd March. Seasonal factors also played a part in spend increases with
good weather and Easter weekend falling earlier in 2020. The most recent two weeks’ worth of data
suggests that overall grocery spend is returning to some form of normality as the panic buying and
stockpiling subsides.
PLAY: All restaurants and cafes, pubs and bars, cinemas, theatres and galleries, museums, casinos,
hotels and gyms and leisure facilities, and the UK’s festivals, gigs and sporting events are postponed
or cancelled too.
We need to be ready for what is coming in the Near and Next, and the only way to do that is to be
ready to adapt fast, learn as we go, and embrace change.
Changing human movement
In the OOH industry, we are governed by human movement, and human movement is the touch-
paper of global pandemics. Where we go, our viruses go too. And with greater connectivity as a
result of globalisation, we find ourselves in a new and likely forever-changed world of human
movement.
3. But those changes will also bring great opportunity for positive change, as we have seen many times
before in terms of the impact of disease on urban planning, and how we live and move in
industrialised society.
Great leaps in technology, societal transformation, and innovation are borne out of crisis; finding
new ways to heal our cities and communities is true OOH innovation, and never more needed. As
the only media channel with a tangible physical presence in public spaces, the OOH industry has a
significant role to play as we start to take our tentative steps back out into the world.
OOH is present on the streets where the densest populations exist. It’s job is to talk to people. But it
is not one dimensional. It has multiple healing powers. And we’ve seen that in action with mosquito
killing technology, extracting drinking water from the air and billboards that clean our dirty air.
As well as overt public utility, OOH is also the salve that is applied to brands in times of economic
despair. After the 2008 financial crisis, brands needed to quickly heal and when we look at post-
Recession media investment, OOH (along with TV) is the broadcast channel that appears to be the
default channel for that healing. Because it generates vital broadcast reach, which in turn generates
+20% in business effects.
It also makes all other media channels work harder (Press (+7%), Radio (+17%), TV (+17%), Social
(+20%), Search (+54%)), and drives the most important brand values associated with OOH in a
recession:
4. OOH is not just a billboard
So, OOH is already not just a billboard, or a bus, or a roadside 6-sheet, OOH is:
• the community noticeboard – the familiar local structures that live within our space attachments
• the vital information communicator
• the helping hand when waiting in the supermarket queue
• the soothing distraction in a tube carriage
• the entertainer
• the gaming console
• the hologram
• the content-provider
• the AR trigger
• the trustworthy brand builder
• the real-time dynamic update
• the footfall driver – and the footfall monitor
• the nudge to purchase
• the public utility cleaning our air
• the low-touch technology
• the reminder of social distancing measures
• the national galvaniser
• the icon
OOH is all of this and more. And ultimately, it can be the healer of brands, of consumers, of
communities, and of all our public spaces.
5. What will the future hold for OOH
The future of OOH in the Near and Next will be whatever we dare to create, to invent, to question,
to analyse, to think or decide it will be. The worlds of technology, data, and partnerships will collide
at scale, fuelled by good old-fashioned creative thinking. Innovation is after all, simply problem-
solving having fun.
In tangible terms, the Near will be dictated by ‘the science’. Imperial College London is modelling
possible scenarios for the easing of lockdown measures. And if we follow this approach, we can see
how measures may be switched on/off over the coming months.
[Source: Imperial College London: Faculty of Medicine. Illustration of adaptive triggering of
suppression strategies in GB, for R0=2.2, a policy of all four interventions considered, an “on” trigger
of 100 ICU cases in a week and an “off” trigger of 50 ICU cases. The policy is in force approximate 2/3
of the time. Only social distancing and school/university closure are triggered; other policies remain
in force throughout. Weekly ICU incidence is shown in orange, policy triggering in blue]
Whatever the shape of the unlocking it will inform our approach to OOH, with an assumed focus on
local formats to ensure coverage against an audience more likely to be working from home than
commuting on public transport.
To monitor these movements of people, a data strategy that focusses on the use of a raft of reliable
data sources to derive valuable and actionable insights will be required. At Posterscope, we call this
the No Single Point of Truth approach, and the efficacy of our work for clients (and the industry) is
testament to that throughout this period.
Going local
Although movement is limited, people are still getting out, to exercise and shop, albeit in their
immediate locality. The UK’s network of Digital OOH screens sits in the heart of many communities
and can provide one way for brands to reach these local audiences, with the capabilities to convey
contextual and relevant messaging tailored to the audience and the area (which we know can deliver
6. an average +18% increase in brain response when displaying content that was relevant using either
the location, the weather, the time or a live update as the stimulus trigger).
With the advent of social media and virtual events, however, it’s also not always essential for people
to be at street level to see and experience the healing power OOH advertising. In recent weeks,
we’ve seen multiple examples of great healing OOH campaigns filling our social feeds and the
national and local press, such as The Queen’s coronavirus speech illuminated on London’s Piccadilly
Circus and the self-aware and overtly tongue-in-cheek campaigns from Emily Crisps and We’re OK
Hun brands. The latter campaigns questioned the wisdom of running out of home campaigns and in
return garnered lots of publicity and social reaction.
A creative reset must come Next
It’s time to change how we behave creatively. Because the short-term and the long-term doesn’t
have to be an either/or choice.
85% of CMOs (Dentsu Aegis Network CMO study 2018) believe that creativity and big ideas build
brands and create emotional connections that will deliver long-term brand growth, yet only half of
these CMOs think the industry is doing this well. And the reams of evidence supporting creativity as
the greatest effectiveness tool should be ignored at every brands peril.
Creative thinking has the power to inspire and connect and it has the greatest and most effective
healing power (Orlando Wood’s key text Lemon illustrates this most effectively). Great creative is
landed in building powerful emotional connections, and “…great advertising is the best builder of
trust” (Keith Weed).
Whether unearthing beautiful human insights, that in turn inform tight and powerful strategies, that
then provide a platform from which to fire beautifully crafted and focused concepts, or reappraising
product offering, whatever the area of business, the Next will find us learning to value true creative
thinking again not as a ‘nice to have’ but rather as a reframed non-negotiable hygiene factor.
An acceleration in technological innovation
7. Public health will remain at the top of the agenda for the foreseeable future, and as a result, we will
see an acceleration in technological innovation and the hastening of the Fourth Industrial
Revolution.
OOH will have a significant role to play in exploring such technologies because no other media
channel can be a physical public utility. Cross-discipline exploration and partnerships must be
considered because OOH is perhaps the only channel that has the opportunity to build innovation
into solutions by applying technology and thinking from other disciplines; engineering, robotics, 3D
volumetric display, AR (and AR-high streets), visual search, anti-viral materials, computer vision,
data, gesture control, contactless technologies, low-touch technologies, facial recognition, voice
search and biometric sensors.
Existing in the physical and non-skippable world is one of OOH’s greatest strengths, which also
means that the industry must continue working towards sustainable and responsible solutions for
brands in the out-of-home space.
Not least because in the simplest of terms, new research published in the journal Science of the
Total Environment has found that long-term exposure to air pollution may be “one of the most
important contributors to fatality caused by the COVID-19 virus” globally. We can help address this
and assist with the healing of our air supply.
UK media owners are already developing extraordinary solutions for advertisers, and the roll-out of
products with a long-term outlook towards minimising impact to the planet and our health should
be applauded and utilised.
The Next will see us all look deep into disciplines that exist outside of OOH and advertising, for it is
there that we will find the most meaningful of partnerships, solutions, and innovations with real
tangible purpose in our new normal. Explorations will continue into synthetic bioluminescent
lighting, alternative energy sources, pollution-eating algae, reflective inks, kinetic energy transfer,
and many more will evolve at pace - driven by client and consumer demand, and our innate desire to
invent responsible long-term solutions within our industry.
How advertisers can harness the healing power of OOH:
• Reappraise the role and definition of OOH innovation and technology in your communications
strategy. What is the consumer need?
• Reappraise understanding of the multidimensional nature of OOH as it currently exists, and be
curious about how you can help it evolve
• Rethink creativity. Creative effectiveness was already in crisis – now is the time to be better
• Be relevant – understanding mood is more critical than ever
• Think smarter and embrace strategic thinking. OOH isn’t just a line of posters on a plan
• Believe in local. The audience does
• Demand innovations in responsibility, sustainability, and purpose
The future is not Google-able. (William Gibson). But it is buildable.
#NowNearNext