The Real World February 2013
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The Real World is a monthly market update featuring latest news, innovation, campaigns and imagery
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The Real World February 2013
- 1. The Real World 2013 February Update 21/02/2013
- 4. Out-of-home Showing growth 300 +3% +10% +25% +1% 250 200 OOH Revenue £m 150 2010 2011 2012 100 50 0 Q1 Q2 Q3 Q4 Quarter Total 2012 - 9.5% YoY
- 5. Media Revenue Growth Indexed against 2002 Expenditure 160 140 TV 120 Newspapers 100 Magazines Radio 80 Cinema 60 OOH 40 1 2 3 4 5 6 7 8 9 10 Source: Aegis Media & WARC
- 6. Here to stay
- 7. 36% increase in live concert goers since 2004 Free time activities nowadays +23% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
- 8. +17% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7) 2/21/2013
- 9. +23% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
- 10. 2/21/2013 +19% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
- 11. +37% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7) 2/21/2013
- 12. +11% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7) 2/21/2013
- 13. +27% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
- 14. Rail +58% Tube +23% London bus +90% 2/21/2013 Source: National Travel Survey 2010 comparing Average distance travelled 1995/97 and 2010
- 15. More variety c.36,847 <200 gyms new pubs & in the UK in First UK 2011 cinema restaurants late 80s. Starbucks Admissions have opened Today there launched in were over in UK since are over 1998 171m 1963 6000. 91% of the UK population own/use a mobile phone
- 16. The future is bright 2010 2011 2012 Revenue +12.5% +1% +9.5% 2010 2011 2012 Cost per thousand 5% 0% 0% Source: OMC/Posterscope estimates
- 18. Deeper understanding Mon-Fri Sat-Sun 14 12 % of total universe 10 8 6 4 2 0 Daily internet activity Base: All Adults (49,264,000) Source: IPA Touch Points 4 (2012)
- 19. Deeper understanding New insights/additions include..... Mobile internet use Shopping behaviours Mood state (notably iPads) Digital screens Social networking TV viewing platforms
- 20. Deeper understanding heavy mobile web users are 65% more 65% likely to visit a price comparison site after seeing an OOH advertisement of all adults have searched online after 20% seeing an advertisement Men regularly purchasing products with 201 their smart phone indexes at...
- 21. OOH and the Consumer Journey McKinsey Journey OOH drives search OOH = Right Time, Location, Mindset OCS Generating Search OCS Moods / Channel Selection Posterscope Oohgle OCS Rational / Emotional Insight OOH generates “Fame” to get Mindshare/OMC Media Owner Site Specific, Touchpoints on consideration list OCS “Being Known & Liked” 1000s – Pre & Post Awareness Mindshare/OMC Research Screen Culture/Interactivity OOH prompts Outdoor Drives Action Conversations/Content Sharing at POS OCS – Generating Earned Media OCS Notice/Respond to “Passionate Social Networkers” OOH when shopping Sociable Media EPOS Research Case studies: e.g. Atheist Bus”/”Time to Consider” (CBSO) OOH Impacts Post Purchase Real Lack of existing Research Look into Choice Reassurance, Rewards, and generate McKinsey Consumer Journey Brand Loyalty
- 22. How happy?
- 23. The real-time city is real 2/21/2013
- 24. New Postar Roadside London bus London Underground Rail National Bus Supermarket Malls Airports Leisure New Travel Survey 23,000 respondents Roadside: 120,000 panels 9 days 2 w/e + 5 weekdays All environments: 450,000 frames - know who respondents are – demographics - know where they go - know when they go - know how often
- 25. New Postar – the benefits Greater Accountability – Coverage & frequency on combined OOH campaigns Bespoke delivery system through Telmar Moves from Reporting to Planning tool Potential to move OOH from solus panel rate trading to audience trading Constructed to be future proof for new environments
- 26. Who’s selling
- 27. Consolidated market place Others Source : Posterscope Estimates
- 28. Increased investment in sites +0%
- 29. Who’s buying
- 30. Top 10 categories 2.16% 33.77% 2.20% 1.26% 2.21% -6.33% 15.87% -3.22% 27.66% 3.98% Top 10 advertiser categories, Jan – Dec 2012
- 31. Who’s spending? £37.1m £19.4m £14.6m £13.0m £12.9m £12.6m £12.1m £11.9m £11.5m £11.4m Top 10 advertisers, Jan – Dec 2012
- 32. Increases for Specials £240m £65m £89m 32.1% share 8.7% share 11.9% share Spend by format, Jan- Dec 2012 Source: Ebiquity
- 33. How’s digital
- 34. UK leads global digital market c. 8% share of digital screens Worldwide 86 media owners 126 networks 49 environments (20% unique to digital) +200,000 screens (excludes Piccadilly Circus & SkyPub/Setanta) Delivers, on average, 342 Million net impacts per typical 2 week campaign
- 35. Environments co-op stores bp petrol stations spar stores bars, pubs & clubs shopping malls taxis petrol station shops concerts & events tesco london underground hair salons city centres football stadia doctors surgeries bus interiors offices media agencies universities student unions pharmacies rail stations theme parks bus termini wearable screens golf courses train interiors bus supersides digital advans & trucks cinemas leisure complexes thomson travel agents exhibition centres hospital ante-natal units post offices schools gyms airports dentists sub-postmasters university libraries
- 36. Digital 19% of OOH spend 250 200 3.8% of OOH 150 spend 100 50 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Source: OMC/Hyperspace estimates
- 37. 75% revenue from transport, city centre and roadside formats Est. revenue by category transport roadside & city centre retail Leisure health, beauty and fitness education other 83% of all UK impacts
- 38. Changing landscape 44% of impacts are delivered outside of London Author
- 39. Dynamic use of digital
- 41. Stuff we liked
- 42. Jan 2013
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- 91. What are we thinking about
- 92. We live in a real world where... New technologies are Data is the new raw Media is not only Businesses and continually emerging material bought but earned markets converge or and owned fragment Competition is People are on the The pace of change is OOH must be fierce, choice is move and expect to faster than ever chameleon-like to infinite do before thrive in that anything, anywhere environment…
- 93. We’re re-defining Out-of-Home as a new ecosystem; inter-connected and inter-dependent Ads Google Platforms Services Posters Public spaces Networked Facebook Video Screens Content Mobile etc People Owned OOH Technology & Places (e.g.. delivery vehicles, buildings) Laptops Amazon Commerce & Coupons Retail media & Tablets assets Physical Experiences Apps & Apple Games Data
- 94. 48% 81% of all Twitter users would tweet after of smartphone seeing a funny poster users access the Source: OCS5 (February 2013) Internet on their mobile devices 73% Source: Google Insight of British smartphone owners have used their phone when they are out shopping to check prices, look for offers or use 62% apps The UK smartphone Source: The Cloud penetration 543 million Source: BusinessInsider,October2012 people globally access Facebook via mobile Source: Techcrunch, July 2012
- 95. OOH and the internet
- 96. CONTENT MOBILITY The content they consume What they do and how they and how they consume it do it in different places CONNECTED CONNECTED CONSUMER DEVICES SOCIAL COMMERCE How they connect interact What they buy and how and share they buy it
- 97. TV Website Poster Cinema Gaming console
- 98. Interactive, con Exhibition nected, digitall stand y social experience
- 99. Computer Radio TV Phone Gaming console Debit card Travel card
- 100. .....watch something www.Pioneeringooh.com
- 102. ....be the star 2/21/2013
- 103. .....Search Clients Name Accreditations www.Pioneeringooh.com
- 104. .....search visually www.Pioneeringooh.com
- 105. ..... or by voice www.Pioneeringooh.com
- 106. ....get recommendations www.Pioneeringooh.com
- 107. .....try it www.Pioneeringooh.com
- 108. …..buy it www.Pioneeringooh.com
- 109. ….. get a discount 2/21/2013 www.Pioneeringooh.com
- 110. …..check in www.Pioneeringooh.com
- 111. …..check out 2/21/2013 www.Pioneeringooh.com
- 112. .....connect 2/21/2013 www.Pioneeringooh.com
- 113. ..... across the country 2/21/2013 www.Pioneeringooh.com
- 114. .... the continent 2/21/2013
- 115. .....or across the world ‘...a girl in New York waved at me...amazin www.Pioneeringooh.com
- 116. .....join in www.Pioneeringooh.com
- 117. .....play it 2/21/2013 www.pioneeringooh.com
- 118. .....pay it 2/21/2013 www.Pioneeringooh.com
- 120. .....control it www.Pioneeringooh.com
- 121. .....grow it 2/21/2013 www.Pioneeringooh.com
- 122. ..share it 2/21/2013 www.Pioneeringooh.com
- 123. .....tweet it 2/21/2013 www.Pioneeringooh.com
- 124. .....bring it to life www.Pioneeringooh.com
- 125. NFC mobile payments set to exceed $180bn Worldwide by 2017 Source: Juniperresearch, July 2012
- 127. 2/21/2013
- 128. Voted Best Research Paper at 2012 MRG Conference
- 129. Geography of Time
- 130. Search and Social strategy “Understand our clients’ search and social strategies, to make OOH work harder, to create innovative solutions and more convergent campaigns” Social strategy campaign timeline Quantative Measurement e.g. Pre - Live your brand through social Twitter followers / mentions / reach media and plan a campaign using new Twitter Geography „tools‟ Facebook likes / fans/Comments During - Monitor a campaign‟s success in Average Engagement Rate real time YouTube Views / subscribers Post - Judge the success of a campaign
- 131. Search and Social strategy Campaign Timeline Building relationships with search teams is integral. They need to know about OOH activity and to ensure strategies are aligned. PRE Search and website traffic can provide insights for planning campaigns: Insights around regionality, keywords, demographics. CAMPAIGN Creative optimisation can be done to ensure maximum effectiveness, e.g. Linking search terms / unique OOH search term. Proving OOH drives (mobile) search. Understand how to measure attribution for OOH. POST CAMPAIGN Discover if econometrics has been used.
- 132. What’s just happened and what's coming up
- 134. 21/02/2013
- 135. Clear Channel Planning Awards Update: Awards now closed Shortlist date: w/c 25/03/13 Awards date: end of April 2013 (exact date TBC) For more information: http://www.clearchannel.co.uk/press -centre/events/2013/outdoor- planning-awards-2013/ 21/02/2013
- 136. 21/02/2013
- 137. 21/02/2013
- 138. 21/02/2013
- 139. Where can I find out more
- 140. The latest innovations, the best campaigns and essential industry news All in one place. www.pioneering ooh.com
- 141. The Real World February 2013 Connections 21/02/2013
Editor's Notes
- The Real World is Posterscope’s out-of-home media landscape document that captures the highlights of the year, focuses on current areas of interest, and offers a perspective on what’s coming up.The presentation is updated every month although not all the content will change, for example, OOH revenue figures are released on a quarterly basis. The main areas updated monthly are ‘who’s buying’, ‘stuff we like’ and ‘what’s coming up’. For ‘stuff we like’ and what’s coming up’ new content will be added to the existing content for anyone not visiting on a monthly basis. The remainder of the document will be updated as and when relevant.
- ‘What just happened’ takes a retrospective look at the out-of-home market across 2011 and 2012 to date
- ‘How’s Out-of-home’ focuses on the broad trends within the Out-of-home industry.
- Outdoor up £84m in 2012: 9.5% growth - Back up to historic spending highs6th consecutive quarter of growthDigital up 42% year on yearThe Outdoor Media Centre today announces that outdoor revenues grew 9.5% year on year in 2012, to £970.1m for the full year 2012 (full year 2011 was £886.3m). Quarter 4 rose 1% to £258.8m (£256.4m in 2011). This brings outdoor right back to its historic highs in 2006-7.The standout quarter of the 2012 calendar year was Quarter 3, with 25% growth year on year helped by the London 2012 Olympic and Paralympic Games, but every single quarter showed outdoor expenditure growth. Altogether an extra £84m was spent in outdoor than in the previous year. All major environments (transport, roadside, retail and leisure) benefitted from significantly higher spend year on year.In Q4, revenues in the digital sector grew to £56m, the highest quarter ever, as advertisers found new ways to use digital advertising, and media owners continued to invest, transforming sites in the best locations to digital. Digital made up 21.6% of the total revenue in Q4, another record share. For the full year 2012, the average share for digital as a percentage of outdoor expenditure was 19%. The total expenditure on digital for the year was £181.7m, up 42% year on year.“It’s a vote of confidence in the medium by advertisers. The incremental spend was driven both by a higher client count and by higher average investment. There was a real high from the Olympics and Paralympics. But just as satisfyingly, there has been steady growth in the other quarters too, making six quarters of continuous growth in total,” says OMC’s chief executive Mike Baker. “Planners like the medium because it delivers a quality urban audience in what we call the active space - just the right locations for advertisers to intercept consumers with a branded visual message. And digital has again been a major driver of what advertisers can do in the medium, adding creativity, convergence and flexibility to their communications.”
- Over the last decade we have seen the medium transformed by a surge in digital OOH, innovation and creativity alongside the consolidation of media owners and a continuous stream of investment. This rapid evolution has kept the OOH landscape fresh, new and exciting thus resulting in growth that surpasses all other media with the exception of digital.
- OOH is also one of the only media that continues to see audiences grow year after year as we spend more time out of our homes and do different things with our time. The Taking Part survey has run since 2005 and is the key evidence source for DCMS (The Department for Culture, Media and Sport). It is a continuous face to face household survey of adults aged 16 and over in England and children aged 5-15 years old. This latest releases presents rolling estimates incorporating data from the fourth quarter of year seven of the survey.The figures detail increase in 2011/12 versus 2006/2007
- Days out or visits to places (68.3% in 2011/12 versus 58.4% in 2006/2007)
- Visits to theatre (46.0% in 2011/12 versus 37.5% in 2006/2007)
- Eat out at restaurants (73.5% in 2011/12 versus 61.8% in 2006/2007)
- Visit museums/galleries (37.2% in 2011/12 versus 27.2% in 2006/2007)
- Play sport/exercise(55.4% in 2011/12 versus 50.1% in 2006/2007)
- Go to a cinema (53.8% in 2011/12 versus 42.3% in 2006)
- Between 1995/97 and 2010, the average distance travelled by bus in London has nearly doubled (+90%) to 81 miles per person per year, while the average distance travelled by other local buses is now similar to its 1995/97 level at 226 miles per person per year. Rail travel (surface rail and London underground) accounted for 9% of all distance travelled in 2010. The average number of trips and distance travelled by surface rail has increased overall between 1995/97 and 2010, by 61% and 58% respectively. The latest year shows a rise in surface rail travel, reversing the downward trend of recent years. Trips by London underground increased by 12% between 1995/97 and 2010, while the average distance travelled has increased by 23%.
- And the environment is changing to meet our demands.......more pubs, more gyms, coffee shops etc....Overlay this with the fact that the world is now surrounded with technology and emerging new medias, it is plain to see that the last 50 years has seen an incredible amount of change. As a result OOH has had to evolve and adapt to stay alive and it is the sheer fact that OOH is stitched into the very fabric of our world that has allowed the medium to quickly embrace this transition in offering increased opportunities and ways to talk to these audiences.....Today OOH is reacting to the surge in technologies by providing a perfect partnership to leverage multimedia conversations.
- The Outdoor Media Centre today announces that outdoor revenues grew 9.5% year on year in 2012, to £970.1m for the full year 2012 (full year 2011 was £886.3m).
- Now in its 4th generation....which includes the following additions...The e.diary- Active purchasing each half hour. They also ask the respondent to tell themhow much they have spent if they have bought something. This allows them to find out more about purchasing behaviour in general. Where people are when they are buying – how much of it happens online or when they are out and about. Whether major purchases at the point of sale are made when people are with others or when they are alone. And of course to enable them to understand respondent’s media consumption just prior to actual purchase. -At the end of the half hour e.diary questions a screen of 12 emoticons have been added which respondents are asked to click on to reflect their mood state. The Self Completion Questionnaire: - More questions have been added on social networking and use of social media. - The technology section has been revised to reflect the ever changing technology market and questions about use of tablets and e books have been introduced.-In the television section respondents are asked about the platforms they use to watch content including ipads, internet connected televisions and 3D TV sets. -There are also new questions relating to product placement on television for the first time. And the VOD questions have been completely revised and expanded. - For radio respondents are now asked about radio listening via an app with frequency levels. -For newspapers and magazines respondents are now asked about readership via electronic devices for the first time, by title. - The outdoor section has been revised to include more questions about digital screens. - The gaming section has more questions relating to games played on the internet rather than just hand held devices. - The internet section has been radically revised and now includes many more frequency questions in terms of both sites used, activities on the internet and location of use.
- Through to Posterscope’s proprietary consumer survey OCS is the UK’s only OOH consumer survey, based on a representative sample size of 11,000 adults, it focuses on their OOH activities, their attitudes towards and opinions of advertising in different environments, and most importantly their typical moods and mindsets in different environments. Available audiences include all the standard demographic groups plus detailed audience segmentation (matching client specific audiences), category enthusiasts, WOM influentials and social and mobile audiences. Typical areas of analysis include weight of media consumption, travel behaviour, thoughts when travelling, OOH environmental effectiveness, OOH formats noticed, intention to purchase, actions taken in response to OOH advertising, etc.OCS5 is due out March 2013
- Focussing on the McKinsey Journey which demonstrates how the consumer decision making process works and how OCS fits into the processUsing the Insight from OCS in conjunction with other research sources we can see the role that OOH can play at each stage ... Awareness & getting on the consideration list – Demonstratehow OOH drives awareness ... (“OOH being Known & Liked” )Active Evaluation – Consumers gather information to help make decisions – Demonstrate how “OOH is Generating Search”Active Evaluation – Key to reach consumers at right time/place/location – OCS has so much insight on Moods/OOH Channel Selection as well as Insight into how decisions are made both rationally/emotionallyMoment of Purchase – OCS has questions regarding formats noticed when shopping and Media owners often provide EPOS case studiesPost Purchase Experience - Vitally important for brand loyalty, reassuring consumer they have made the right choice etc. There is not a surplus of results available in this area however we do have lots of research from OCS on how OOH can generate earned media as well as lots of other Information.
- http://www.youtube.com/watch?v=ii2xy9VaDA4To even being able to measure real-time sentiment.As part of the Olympic celebrations, EDF created a spectacular nightly lightshow on the London Eye, based on the mood of the nation. An algorithm tracked all positive and negative Olympic tweets from the 10 million UK users to give a positivity percentage, which is translated into illumination on the London icon. Visitors could participate in this interactive campaign through digital and social media activity.
- And the real-time city is now real! The digital revolution has layered a vast system of cameras, communication devices, microcontrollers and sensors over our environment, enabling entirely new ways to imagine, monitor, and understand our cities. These systems have a value that goes beyond their original purpose: the digital exhaust of cellular networks reveals social and economic patterns, tracking systems highlight global material flows, and digitally managed transportation fleets address a city's mobility. Taken together, the impact of digital networks on cities will be as significant as any past human undertaking.LIVE Singapore!, an ongoing initiative by the SENSEable City Lab at MIT, closes the feedback loop between people moving in the city and the digital data generated by their actions. The project's platform allows for the collection and combination of multiple data streams and provides access to data through dynamic visualizations that offer new insights into Singapore's urban dynamics.LIVE Singapore! provides people with access to a range of useful real-time information about their city by developing an open platform for the collection, elaboration and distribution of real-time data that reflect urban activity. Giving people visual and tangible access to real-time information about their city enables them to take their decisions more in sync with their environment, with what is actually happening around them.Check out the video. http://www.youtube.com/watch?v=2aEPkyOBtRo
- The new highly anticipated out-of-home audience data will be launched by POSTAR on the 26th February 2013. The research will cover all outdoor environments and has been developed from scratch, with an investment of 19 million over six years by the industry.To prepare the OOH industry a beta version of the data has been made available to the subscribers to familiarise themselves with the data, train staff and update systems.The final data covering road, tube and bus will be available from 26th February at which point the industry can trade using the data. POSTAR will continue to launch iterations in regular quarterly intervals. Data for retail and airport environments will also follow as part of the planned expansion of the service.The new POSTAR study will provide an entirely new currency based on a detailed gauge of the population’s movement, which uses cutting edge technology. A sample of 23,000 people provide the bedrock of travel data, which is then mapped onto a bespoke network of the country’s pathways.The study has been designed to include all possible outdoor environments, the effect of illumination, on audience figures, and the effect of an advert being digital. This is a huge step forward from the existing currency, though historical eye tracking research from Birkbeck College, University of London is retained and expanded. The change sees a rise of inventory from 120,000 sites (in POSTAR99) to 360,000, with more to be added.James Whitmore, POSTAR’s MD, said “The study brings together several sets of data. Combined it is one of the biggest datasets of its kind with over 160 million records – providing an enormous enlargements of the current understanding of OOH audiences. As such, it has been a time-consuming, very detailed undertaking. We are in a position to launch this rich data in February next year and now need to prepare the industry in an ordered and measured way”.Annie Rickard, CEO, Posterscope, said “it is difficult not be impressed by the scale of the new Postar both on coverage of OOH environments and formats but also what this means to advertisers – real inclusivity in the measurement of their campaigns. From the specialists perspective the new data sets allow us to look at the medium in terms of planning and buying by audience delivery which will lead to greater accountability with other communication channels”.
- ‘Who’s Selling’ briefly talks about the OOH media owners and their plant.
- There was a major shake up amongst the media owners in 2009 when Titan Outdoor fell into administration and their plant was taken over by JCDecaux (rail and POS) and Primesight (large format roadside) altering the sales dynamics of the medium. Since then SOV has remained relatively static.
- With change came a renewed sense of focus and media owners are continuing to enhance the overall OOH proposition by reviewing their sales portfolio. Previously, when one media owner would relinquish a site/piece of land, another would quickly buy it up and erect a panel. Today this is not the case as media owners are collectively working to improve the quality of their plant with massive investment into existing sites and also into the development of high quality digital investments.
- ‘Who’s buying’ provides an overview of who is spending what, where, when and why.
- January – December 2012 Sector 2012 2011 %difference Entertainment and media £186.5m £182.6m 2.16%Technology £128.6m £96.1m 33.77%FMCG £108.2m £105.9m 2.20%Retail £88.5m £87.4m 1.26% Finance £55.2m £54.1m 2.21%Automotive £41.8m £44.6m -6.33%Travel £41.0m £35.4m 15.87%Toiletries/Cosmetics £35.5m £36.6m -3.22%Government & Utilities £25.6m £20.1m 27.66%Pharmaceutical £15.6m £15.0m 3.98%Other £21.0m £20.9m 0.60%Overall market £747.4m £698.5m 7.00%Overall the market is up 7.00%... Entertainment and Media: This is the largest spending category with over £186.5m (and represents 24.96% of total OOH spend). The category is up 2.16% YOY. News International Newspapers Ltd. are the number 1 spender within this category, with a spend of £12.55m and a SOV of 6.73%. They have massively increaed YOY spend by 9170.92%. Universal Pictures come in at 2nd place with a spend of £11.87m and 6.36% SOV. Vodafone was in 3rd place with 5.56% SOV and spend of £10.36m (down 16.20% YOY). Twentieth Century Fox were in 4th place, with SOV of 5.15% and a YOY decrease of 1.06%. Orange were in 5th place with a spend of £9.44m, up 316.49% YOY and with a SOV of 5.06%. Technology: The overall category spend was £128.6m, representing an increase of 33.77% from 2011. The top company was BSkyB, spending £33.18m, increasing spend YOY by 59.79%, and giving them 25.81% SOV. Samsung were in 2nd place, with a spend of £19.41m, increasing YOY spend by 184.44% (and 15.10% SOV). Hutchison 3G UK were in 3rd place with 7.51% SOV and spend of £9.66m. Virgin Media took 4th place, with a spend of £8.65m, a YOY increase of 206.88% and 6.73% SOV. Talk Talk was in 5th place, spending £4.83m, which represented a YOY increase of 37.50% and 3.76% SOV. FMCG: This sector was up YOY by 2.20%. Coca Cola took the top spot with £11.50m spend, which was down 17.35% from last year and with a SOV of 10.63%. Nestlé were in 2nd place with £7.40m (a SOV of 6.84%), up 41.28% YOY. Cadbury Trebor Bassett came in 3rd with a spend of £6.78m, 6.27% SOV and a YOY increase of 18.15%. InBev took 4th place with a spend of £6.74m, down 3.79% from 2011 (6.23% SOV), and Heineken UK had 6.12% SOV which represented spend of £6.63m, and were up 184.68% YOY.Retail: The 4th biggest spending category, retail, had an overall spend of £88.5m, which represented a YOY increase of 1.26%. McDonalds took the top spot, the coming in 1st place with a spend of £12.92m and SOV of 14.59% (down 9.30% YOY). KFC came in 2nd place with £12.05m and SOV 13.62% (up 7.79% YOY). Asda were in 3rd place with a spend of £7.72m and SOV 8.73%, which represented a 39.13% increase YOY. Tesco came 4th spending £5.62m (SOV 6.35%, YOY decrease of 21.49%) and Morrisons was in 5th spending £4.53m (SOV 5.12% and a YOY decrease of 11.01%). Finance was the 5th biggest spending categoryand spend increased from 2011 by 2.21%. Halifax was the largest spender in this category with £9.46m and a SOV of 17.12%, reflecting a 676.73% spend increase from 2011. Lloyds TSB came in 2nd place, spending £8.57m (SOV of 15.51%). Santander UK came in 3rd with 7.12% SOV equating to spend of £3.93m. This represents an increase of 15.25% from 2011. Liverpool Victoria took 4th place with £2.28m equating to a 4.13% SOV. Royal Bank of Scotland were in 5th place, spending £2.08m (SOV 3.77%), decreasing 37.83% YOY. Motors: The motors category decreased YOY overall by 6.33%, spending £41.8m, and coming in 6th overall. Ford took 1st place in this category; spending £4.63m and gaining 11.09% SOV (representing an increased spend of 76.66% YOY). Fiat took 2nd place, spending £4.43m (up 222.47% YOY) and taking 10.62% SOV. Audi were in 3rd place with a spend of £4.04m, up 166.50% YOY and taking 9.68% SOV. Volkswagen was in 4thplace with £3.13m- a increase of 6.37% YOY and SOV of 7.49%. In 5th position was Honda (SOV 5.97%), with a spend of £2.50m reflecting a massive increase of 383.98% YOY. Travel was the 7th biggest spending category, up by 15.87%. British Airways was the top spender with a 19.22% SOV, spending £7.89m, up 132.10% YOY. Emirates were in 2nd place with £2.65m spend (6.46% SOV), up 30.40%, whilst BAA took 3rd place, spending £1.15m (down 15.79%, with 2.81% SOV). Cathay Pacific Airways were in 4th position with a spend of £1.10m, with a 2.67% SOV (down 11.17% on 2011). Lastminute.com came in 5th with a spend of £1.07m representing a 2.60% SOV.Toiletries/Cosmetics: The category decreased spend by 3.22% to £35.5m, taking a 4.74% SOV. GlaxoSmithKline was the largest spender with £4.44m (56.91% YOY increase, 12.52% SOV). Unilever Home & Personal Care were in 2nd place (up 37.84% YOY) with the majority of their £3.39m spend used to promote their Impulse, Dove and Lynx brands. Chanel came in 3rd place with 9.20% SOV and £3.26m spend (up 90.36% YOY). Beiersdorf UK were in 4th place with a 8.11% SOV. Estee Lauder was in 5th place (SOV 6.37%, and up 33.74% in terms of YOY spend) investing £2.26m. Govt and utilities: This category was up 27.66% YOY, spending £25.6m and gaining a 3.42% SOV overall. COI achieved 22.14% SOV with £5.67m spend, down 20.16% YOY. EDF Energy were 2nd with £3.86m spend, which represents an uplift of 140.17% on last year. Scottish and Southern Energy took 8.38% of the category, with a spend total of £2.15m. This was a massive increase of 351.49% YOY. General Electric took 4th place with 8.08% SOV, and a spend of £2.07m (up 3.52% YOY). E.ON came in 5th place spending £2.07m and achieving 8.08% SOV, an increase of 207.92% on their 2011 activity.Pharmaceuticals: This category is up 3.98%, with £15.6m spend representing a 2.08% share of voice. GlaxoSmithKline is the biggest spender in the category, representing 37.08% SOV with a spend of £5.77m (up 89.03% YOY). Specsavers was the second largest spender with £4.24m (27.27% SOV, down YOY by 9.43%), and Virgin Active was in 3rd place, spending £617k, increasing 0.82% YOY with a 3.96% SOV. Vitabiotics Ltd. spent £609k, coming in 4th place, with 3.91% SOV and down 73.03% YOY. Pfizer spent £599k, having not spent at all up to this point in 2011.
- NB: data is based on individual company as opposed to overall holding company which would show a different ranking. Overall the top 10 spenders increased spend by 31.71% YOY. Sky – remains the largest spender as per the whole of 2011 with the majority of monies (78.05%) invested behind the Sky range. Sky Broadband accounted for 9.43% with the remainder of budget allocated to the different channels. All formats were used with 48s being the most utilised (33.2%), then 6s (31.1%), 96s (24.2%), tube (4.9%), bus (2.9%), specials (2.4%), and rail (1.4%), and a minimal amount on other formats. Overall Sky spend is up 27.18% YOY. Samsung were in 2nd place with £19.4m spend and an increase of 184.4% YOY. Most of their budget was invested in promoting the Samsung range (67.31%) and Samsung Corporate (16.23%). The main format used were 96s (57.70%), followed by airport (16.27%), 6s (14.85%), specials (3.84%) and 48s (3.50%). GlaxoSmithKline, ranked 3rd, increased spend by 39.86% YOY supporting several brands: Sensodyne (17.79%), GlaxoSmithKline (14.76%), Lucozade sport (11.97%), Corsodyl (8.29%), Lucozade Revive (8.06%), Lucozade Energy (6.43%), NiQuitin (6.39%), Ribena Sparkling (5.03%), Ribena (4.66%) and Aquafresh (4.12%). Almost half of their spend was on 6s but they also used 48s (25.87%), 96s (17.59%), rail (3.58%) and tube (2.85%). Vodafone were in 4th place spending £13.0m which represents a YOY decrease of 4.02%. They put all of their budget behind the Vodafone range (79.71%), Pay as you go (14.61%) and Vodafone Red (5.68%). Just over a third of the money was spent on 6s (31.90%), followed by bus (15.10%), 48s (14.74%), airport (13.27%), 96s (12.32%), tube (8.23%), specials (4.01%) and rail (0.44%). McDonald’s were the 5th largest spender on OOH. They decreased spend YOY by 9.30% and used 99.43% of their £12.92m spend to support their food range. Three-quarters of spend (76.22%) was on 6 sheets, although 48s (9.13%), tube (4.84%), specials (4.35%) and airport (2.73%) were also used. News International Newspapers Ltd. were in 6th place with £12.64m spend and a massive increase of 9239.3% YOY. The majority of their spend went behind The Sun (87.65%), The Times (9.93%) and News International Newspapers (1.35%). The budget was split mainly between specials (64.81%) and 6s (28.05%), but tube (4.26%), 48s (1.63%), 96s (0.92%) and rail (0.33%) were also used. KFC were in 7th place spending £12.05m which represents a YOY increase 7.79%. They invested all of their budget behind their food range. They were heavy users of 6 sheets (58.01%) and phone kiosks (41.02%). Universal Pictures were in 8th with the budget (£11.87m) spent supporting 26 films, the top 10 films being: The Bourne Legacy (9.02%), The Lorax (8.43%), TED (7.94%), Battleship (7.66%), Paranorman (6.96%), American Pie (6.12%), Snow White and the Huntsman (5.85%), Contraband (4.85%), Wanderlust (4.80%) and Savages (4.59%). Half the budget was spent on bus (51.41%), with 6s (24.74%), 96s (9.08%), tube (4.99%) and specials (4.03%) also used. Coca Cola were in 9th place with £11.50m spend, down 17.35% YOY. The majority of their spend went on Coca Cola, with a very small amount on Powerade, Schweppes and Coca Cola Sponsorship. Over half of spend was on 96s (57.68%), but 6s (14.10%), rail (12.06%), bus (5.50%), 48s (4.93%), tube (2.72%), specials (1.52%) and airport (1.50%) were also used.Orange were in 10th place spending £11.39m which represents a YOY increase of 49.28%. The majority of their budget was spent on Orange (82.89%), with some spending on Orange Panther (9.73%), Orange Phone Fund (4.23%) and Orange Pay as You Go (1.54%). Over half of the money was spent on 6s (62.52%), specials (19.78%), 48s (8.07%), 96s (5.41%), rail (2.40%), tube (1.65%) and bus (0.17%).
- Overall spend is up 7.00% 2012 2011 YOY6 sheets £240.06m £227.35 5.59%48 sheets £104.77m £107.07m -2.15%96 sheets £96.11m £85.30m 12.68%Tube £89.15m £101.98m -12.58%Specials £66.81m £24.54m 172.19%Bus £65.21m £80.95m -19.44%Airport £39.19m £30.20m 29.77%Rail £28.44m £25.59m 11.14%Miscellaneous sizes £17.66m £15.51m 13.81%48 special £2.69k £0.00 -Taxi £0.00 £0.00 -Total £747.40m £698.49m 7.00%
- ‘How's digital’ provides a broad overview of the digital market.
- You may find it quite surprising that it is the UK and not Asia that is the global leader of the digital OOH market. They do in fact have 35% of all worldwide screens but their government has limited their ability to be networked so it is difficult to plan, buy and facilitate a campaign on anything other than a site by site basis. This is not the case in the UK as the majority of screens are networked, making this market one of the most sophisticated in the world and allowing clients the opportunity to capitalise on the benefit of digital Out-of-home – planning by day part, location, audience, environment and mindset to mention a few. This means that, for example, it is now possible for a client to advertise ice creams in city centres on days when the temperatures reach over 25c!Number of mainstream OOH advertising screens Worldwide : c.2,500,000% of located in Asia : c.35%% located in USA & Canada : over 50%% located in UK : c.8%
- Digital still remains the success story in OOH and as new technologies continue to be developed we predict that the market will continue to increase. Not only because digital quickens the pace of the message, offers added dynamism and relevance for the advertiser but also because media owners are able transform their plants and reduce overheads.
- By its very nature, the major revenue streams remain in the roadside, rail and the London underground arenas as they appeal to broadcast audiences. Their counterparts offer unique, targeted solutions so will of course have a degree of capped income.
- London is the commercial centre of digital media as the majority of roadside, rail and London undergroundformats are situated in thecapital. However, it is testament to the changing landscape that well over a 1/3of impacts are now delivered outside of London and we urge you to consider them when being briefed.
- There is no industry data that measures digital spend by advertiser. However these are the top spending Posterscope digital advertisers (Jan-Feb 2013)1. MMO22. MARS3. Sony Ericsson4. 20th Century Fox 5. Coty6. PSA7. British Gas8. Camelot9. UKTV10. Arla Foods PLC
- The role of digital OOH is many fold as demonstrated by some of the campaigns above Extending TV activity Flexible campaign durations Daypart use Short lead times Multiple creative executions Gender specific copy Production values
- ‘Stuff we liked’ is a showcase of the best stuff that has come out of Posterscope and the industry over the last few months. This is updated every months with the latest campaigns however a record of previous
- ‘Stuff we liked’ is a showcase of the best stuff that has come out of Posterscope (and the industry) in recent months
- Amoy’s ‘Amoyzing’ UK TourAmoy wanted to ‘create excitement for the trade while communicating their authenticity’, so to celebrate Chinese New Year on the 10th of February, JJP and Vizeum created an amazing national food tour for the brand. The Amoy food van is visiting key cities around the UK with expert chefs cooking fresh produce which is distributed by brand teams on the ground. Each city has local radio support through a partnership with Real Studio, with local radio teams supporting the brand teams and running competitions. Underpinning this campaign is a cross platform partnership with the Indy, I and Evening Standard. The activity culminates at Chinese New Year when the van is in London, and a Chinese NY special pull-out will feature in the Standard.
- Expedia- Beat the Winter BluesFor one Monday in January, Expedia gifted free doughnuts and scratch cards to London commuters to bring a smile to their faces on what’s generally considered to be the most depressing month of the year.The activity aimed to communicate the brand tagline ‘People Shaped Travel’ with body painted models on hand to pose for photos with passersby. Based from a bespoke New-York inspired doughnut cart, a total of 40,000 doughnuts and scratch cards were distributed across 4 London stations (Waterloo, Liverpool Street, Victoria, Euston). Scratch Card prizes ranged from £30 off a holiday or flight up to £1,000 to spend online. To ensure the activity generated brand impact across the UK the Twitter #freedoughnuts was promoted across all branding. Mentioning or re-tweeting #freedoughnuts entered the participant into a competition to win an Expedia holiday worth £1,500. Tweets were recorded using our in-house social listening tool, which recorded over 3,000 unique tweets in one morning, with mentions spanning between Edinburgh and London! Twitter reach was substantial with re-tweets of the activity achieving in excess of 420k impressions. Results40,000 doughnuts distributedCombined station weekday footfall – 1,572,224Unique tweets - +3,000Twitter reach (impressions) - +420k
- Skyfall Bond Street station wrapTo celebrate the impending release of Skyfall on DVD, the appropriately named Bond Street station exit has been wrapped in Skyfall creative featuring James Bond himself, Daniel Craig.A mega Digital Escalator Panel (DEP) and ticket giveaways have also been employed throughout the station.The campaign runs from Monday 11 February for the next two weeks, additional promotion will also run via national T-side bus ads and on LCDs across the National Rail network.
- A Good Way to Die HardTo promote the upcoming release of ‘A Good Day to Die Hard’ on February 14th, 20th Century Fox are currently running a national campaign to build excitement and raise awareness of this film across the country. The campaign includes national Bus T-sides to achieve mass coverage, with Large Format Digital sites and HD 96 sheets for added impact. There are also Backlight 96 sheets within key cities, Underground 96 sheets to target the London commuter audience and the impactful A40 Super 48 Banner is also used. The campaign also includes 3 customised 96 sheet sites, which feature 2D cut outs of the film’s characters for further standout!
- Wrecked car from "Die Hard" on the streets of WarsawFor the launch of ‘Die Hard 5’ in Poland, a custom promotional campaign was created. JohnMcClane’s wrecked car featured at different sites in Warsaw between the 9th and 15th of February.
- Experience the Life of PiNothing but “brilliant” to comment this experience marketing initiative in France to launch the movie The Life Of Pi. The premiere private projection took place in an unusual location in Paris where the audience was presented with quite an exceptional setup: a swimming pool with no regular seats, but lifeboats to get fully immersed with the story.http://www.adverblog.com/2013/01/07/experience-the-life-of-pi/
- An Adidas Pop-Up Store That Looks Like A Giant ShoeboxWe can think of few better ways to market a pop-up store for shoes than to build one that looks like a gigantic shoebox—and that is exactly what German brand Adidas did. The attention-grabbing exterior of the store is a large-scale replica of the famous brand’s bright blue shoebox from its “Adidas Originals” range, complete with a sizing label and over-sized laces peeking out from underneath the askew lid. http://designtaxi.com/news/355902/An-Adidas-Pop-Up-Store-That-Looks-Like-A-Giant-Shoebox/
- Clothing-Store Mannequins Come to Life and Mirror Your MovementsAirport clothing-store outlet United Arrows built a custom window display in its Tokyo location in which MarionetteBots (half mannequin, half robot) were wired with Kinect technology to mimic the movements of anyone facing them. The bots were all wearing United Arrows fashions, of course. http://www.adweek.com/adfreak/clothing-store-mannequins-come-life-and-mirror-your-movements-147288
- A Pop-Up Digital Library In A Subway Station, Lets Commuters Download eBooksIn collaboration with publishing house Humanitas, telecom operator Vodafone Romania launched a digital library at the PiataVictoriei subway station in Bucharest last year. Plastering the walls with QR code-enabled, large format posters, the creators of this innovative campaign surprised unsuspecting commuters, who found themselves in a library after entering the subway station. After scanning the QR-codes on the 2D bookshelves, commuters were redirected to the Vodafone Digital Library mobile site, where they could download free samples of 49 books and 10 audiobooks. This brilliant publicity stunt not only highlights the wonderful possibilities of mobile technology, but encourages people to spend their time on the subway more constructively with an eBook. http://designtaxi.com/news/355798/A-Pop-Up-Digital-Library-In-A-Subway-Station-Lets-Commuters-Download-eBooks/
- Holocaust stories preserved through interactive 3D hologramsThere are an estimated 500,000 Holocaust survivors alive today, but with an average age of 79, they comprise an ever-dwindling part of the world's population. Their stories, however, will almost certainly live on, thanks in part to innovative efforts like New Dimensions in Testimony — an initiative that aims to record and preserve their harrowing histories through 3D holographic avatars.Launched by USC's Institute for Creative Technologies (ICT) and the USC Shoah Foundation Institute, the project effectively converts existing survivors into full-body, interactive holograms. Using seven high speed cameras, researchers recorded hours worth of testimony from people like 80-year-old Pinchas Gutter, who spent his early childhood in a Nazi concentration camp. Gutter was interviewed and recorded in 3D against a green screen inside Light Stage 6, a 26-foot wide dome lit by 6,000 LEDs. This footage was then converted into a lifelike holographic rendering designed to be displayed at museums or other historical exhibitions.http://www.theverge.com/2013/2/12/3979462/holocaust-survivors-converted-into-3d-holograms
- Intel demos gamified interactive Pepsi vending machineIntel's Ravi Sirigineedi shows off the interactive digital signage and retail concept at this year's NRF BIG Show. The machine allows consumers to both buy sodas and play video games for gifts.http://www.digitalsignagetoday.com/video/3332/Intel-demos-gamified-interactive-Pepsi-vending-machine
- Artist Draws Caricatures of Passersby From Inside a Digital Billboard Samsung held a live event in Portugal to showcase the capabilities of the Galaxy Note 10.1. An outdoor advertisement featured a remotely-located artist on a two-way digital screen, who was asked to draw caricatures of passersby in real-time.Those who stood in front of the interactive billboard could watch the artist live on the giant screen as he drew their picture. Instead of using paper and a pencil, he was given a Samsung Note 10.1 to create the caricatures.Afterwards, he revealed his drawings to the subjects and the pictures were also posted on Samsung Portugal’s Facebook page.http://www.psfk.com/2013/02/samsung-galaxy-note-billboard.html
- Amazing mind reader reveals his 'gift'Unsuspecting people in Belgium received an unsettling reality check after having their mind read by a gifted clairvoyant man named Dave. The random selection of people were told that it was for an upcoming reality show — however, the "magic" reveals otherwise.The video is actually part of a campaign for safe Internet banking. Dave's "gift" is a group of hackers hidden behind a curtain. The campaign — sponsored by Febelfin, the Belgian Financial Sector Federation — urges people to "be vigilant" with the information they put online.http://mashable.com/2012/09/24/amazing-mindreader-reveals-scary-truth-video/
- A dramatic surprise on an ice-cold dayTo launch TNT – a quality series and movies TV channel – in the Netherlands, a sequel to the viral hit video “A Dramatic Surprise on a Quiet Square” was made. On a cold winter’s day, the famous red button was placed somewhere in a Dutch shopping street. http://www.youtube.com/watch?v=ZIkPeZKP-d4&feature=player_embedded
- Paddy Power launches Sky TweetsPaddy Power took to the clouds above the Medinah Country Club to deliver a ‘sky tweet’ campaign in support of Team Europe at the Ryder Cup tournament.http://www.sportindustry.biz/sport-industry-tv/video.php?Category=Exclusives&VideoId=6156
- Kellogg’s Special K – What will you gain when you lose?As part of their New Years’ campaign, Special K, Carat Live, Live Poster and Posterscope created an immersive experience for shoppers at Westfield White City. This included an experiential zone that allowed consumers to get a makeover and professional photos taken, which were then broadcast instantly, along with their New Years’ resolutions, on to both large and small format digital screens within the mall using the Live Poster system. This ran in line with their overall brand campaign “What will you gain when you lose”, for example Vitality, Confidence and Joy.
- Coca‑Cola is bringing back its iconic polar bears as part of a new integrated campaign from January. The polar bears epitomise the cheerful, heart-warming atmosphere that Coca‑Cola is hoping to bring to many families this winter and are a key part of Coke’s advertising heritage, having appeared in numerous campaigns over the past 90 years. The slogan ‘Open happiness’ is also featured prominently in the campaign in order to drive awareness and capture the optimism, positivity and inspiration of the brand.To launch Coca-Cola’s winter campaign, Hypserspace have created a 96 sheet special involving 2D cut-outs of the Coca-Cola logo and the polar bears enjoying a Coke. The special builds form part of a national campaign that feature in London, Manchester, Salford, Newcastle, Birmingham, Leeds, Glasgow and Liverpool.
- ‘Stuff we liked’ is a showcase of the best stuff that has come out of Posterscope (and the industry) in recent months
- Lurpak Christmas Countdown Lurpak ran a ‘call to arms’ campaign to unite all food lovers this Christmas. The campaign ran mainly across various digital formats nationally including roadside, rail and underground, aiming to get people thinking about cooking and using Lurpak across the festive period. The rail and underground element of the campaign used a countdown mechanic to get people excited in the run up to Christmas Day.
- Semichem wanted to try something a bit different in Manchester with their limited budget. They have regular perfume launches and with the Tulisa perfume launch before Christmas, it was the perfect time to try and gain some publicity and encourage sales of the fragrance from Semichem. Semichem ran 2 week activity of 6’s across Glasgow and the client hand picked a shelter near their store on the busy shopping street, Hope St.Through a combination of QR codes and the scent dispenser, Semichem had a really successful campaign and want to do a similar campaign launch in Belfast for Mother’s day.Click here to see the vox pops the client posted on YouTube: http://www.youtube.com/watch?v=CL7tYRHXXuA
- Cannes Lion Winner- Australian Defence Force "Mobile Medic"Less of an ad and more of a test, this was a recruitment campaign for the Australian Defence Force, called Mobile Medic – and it just won 4x Gold and many more silver/bronze at Cannes Lions 2012. A mobile app that challenges you to diagnose the patient in the ad through the Mobile Medic app, it uses image recognition layered into an Augmented Reality framework, so as you move your phone in front of the billboards, the app tracks to it, and literally X-rays the person in the ad.The challenge was to find the patient’s medical issue, explore it, and then diagnose it, all via the app. If participants were good enough, they were asked to become a medic! Created by the guys at GPY&R + VML.https://www.youtube.com/watch?v=yLRURpxaU9Y
- Microsoft launches 'biggest ever' interactive digital outdoor campaign for Windows PhoneIn early December, people walking past 24 interactive screens in shopping centres and cinemas across the country were able to use Windows templates to design personalised start screens that featured their photographs and first names.The personalised Windows start screens were then used in a national digital outdoor campaign on screens in rail stations as well as big sites such as those at Birmingham New Street, Manchester Hacienda and Westfield London.New personalised creative designs were distributed every 30 minutes.http://www.campaignlive.co.uk/news/1163522/microsoft-launches-biggest-ever-interactive-digital-outdoor-campaign-windows-phone/
- Heineken marks 140 year anniversary with light installation powered by Facebook messagesHeineken marked its 140-year anniversary with the launch of a light installation, inviting people across the globe to connect in celebration.Five thousand green Heineken bottles, each carrying an LED light inside, were used to create a digital video screen outside the Heineken Experience building in Amsterdam.From 7 December – 3 January 2013 the installation allowed people to share their own celebration messages via a dedicated tab on Heineken’s Facebook page. These messages were then brought to life on the bottle wall.http://www.thedrum.com/news/2012/12/08/heineken-marks-140-year-anniversary-light-installation-powered-facebook-messages#.UMM2Q1xcgN0.twitter
- Delite-o-Matic: Experimental Sampling LabFantastic Delites created a new, experimental sampling installation to get new flavours in people’s hands. As part of their special research into human/snack behaviour, Fantastic Delites created a human mouse lab experiment to see how far people were willing to go on a human size running wheel, just to get a free packet of Fantastic Delites.http://www.digitalbuzzblog.com/delite-o-matic-experimental-sampling-lab/
- Coca-Cola: Sing For Me Vending MachineCoca-Cola launched the interactive ‘Sing For Me Vending Machine’ this Christmas. The machine has a digital touch screen which allows you to choose a Christmas carol, along with 2x microphones so you and a friend can get in on the action. If you sing the chosen Christmas carol accurately, you’ll score a free coke in return! http://www.digitalbuzzblog.com/coca-cola-sing-for-me-vending-machine/
- UniqloHeattechIn a bid to promote its thermal Heattech collection, Uniqlo came up with a clever idea of turning consumers footsteps into energy in order to power digital screens in store. Uniqlo fitted kinetic floor surfaces at the entrance of its UK flagship store and also installed pop-up game consoles in a number of different locations where consumers exchange their energy for an item from the heattech collection. Users were also able to take part via their Facebook page of using a mobile game which could be downloaded via QR codes.http://www.thecloudandcompass.com/cloudspeak/some-of-digital-outdoor%E2%80%99s-finest-from-the-past-few-months/
- Evian’s Live Young playground comes to LondonEvian installed 6 giant swings outside Canary Wharf Tube station for adults and commuters to find their inner kids on. The swings formed part of the brand’s ‘Live Young’ playground designed to brighten up January and beat the winter blues, and as part of the campaign Evian also installed a giant seesaw on Finsbury Avenue Square. Both installations were free of charge, and featured snow that fell more heavily the more people interacted with them. http://www.thedrum.com/news/2012/12/18/evian-transform-london-commuter-hotspots-giant-playgrounds-part-live-young-january
- Harry's Bar Singapore: Bottle MessageHarry’s Bar in Singapore wanted to make it easier for shy locals to meet each other at the bar. They introduced ‘Bottle Message,’ adding QR code tags to beer bottles that let you enter a message when you scan them. After you’ve written something for the person you like, flip the tag over, buy another beer, and place the tag over it. Then have it sent to that special someone so they read the message and you can start a conversation. This new communication tool caused beer sales to double at the bar. http://www.psfk.com/2012/09/dating-qr-code-beer-bottles.html
- 8 Bit Lane: street transformed into arcade gameTo celebrate the release of new movie Wreck-It Ralph, Disney transformed an east London street into an old school computer game.East London's Brick Lane was given an 8-bit makeover, inspired by the baddie from arcade classic Fix-It Felix, Jr. It featured pixelated sculptures of a London taxi, a leaking water pipe, clouds, postbox, pigeon, tree, CCTV camera – and a dog that had also left its mark on the street. 8 Bit Lane also showcased the world's first "Blipp-able building" using Blippar's visual discovery app. People could Blipp the Nicelanders' house and it appeared in 3D, with an invite to play a game featuring Ralph. http://www.computerarts.co.uk/blog/8-bit-lane-street-transformed-arcade-game-133578
- This campaign is based on the yearly ritual of turning on the Christmas tree lights. Sainsbury’s brought to life this great Christmas moment with 6-sheet and 48-sheet posters that light up, and interactive 6-sheets that invite passers-by to flick the switch and see if the fairy lights twinkle.The special build outdoor was part of the ‘Christmas Days at Sainsbury’s’ campaign and was a creative and media first for the retailer. The posters ran in London, Edinburgh, Glasgow, Manchester, Leeds and Birmingham.
- Fashion etailer, Very.co.uk, has unveiled a digital ‘window shop’ for the Christmas party season in Liverpool which incorporates both NFC and QR functionalities. Passersby with smartphones or tablets can scan and shop the collections on the Very.co.uk website and benefit from next day delivery. The ‘window shop’ promotes three key festive trends which were specially created to appeal to the tastes of Liverpool’s shoppers based on their typical browsing and purchasing habits with the etailer.
- ASOS ran a one week burst of activity planned to coincide with the last payday before Christmas and Cyber Monday on the 26th of November. A mixture of digital rail panels including rail D6s and Transvision showcased the key fashion lines and trends for the party season. Passersby could claim a 20% discount on their purchases via an SMS short code. The code was only available via the digital sites meaning that any sales using this unique discount code were directly attributable to people having seen the OOH advertisements.
- Ice Age 4: Continental Drift is the official sponsor of the Hyde Park Winter Wonderland ice rink; the rink will carry the name ‘Ice Age 4 Ice Rink’ this Christmas. Twentieth Century Fox Home Entertainment, chose the popular family attraction as the perfect location to highlight the fourth instalment of the hugely successful Ice Age franchise, given Hyde Park Winter Wonderland’s association with Christmas and family time.
- To build excitement around the new model Nissan Juke and to amplify the rebellious urban attitude of the vehicle, a viral campaign dubbed ‘Wheels of Fire’ was developed which would be shared around Guy Fawkes Night 2012. Taking to a disused yard in South East London, Catherine Wheels were mounted to the wheels of the Juke and placed on a specially created 48 sheet poster. http://www.youtube.com/watch?v=pCym5kDOTA4
- Consumers could interact with a Becks VierBeermat or A3 Washroom panel via NFC, QR Codes or search. They were then directed to the Becks Viermicrosite where they could choose 1 of 3 tracks from upcoming artists to download. The campaign ran in numerous cities and consisted of A3 Washroom panels with NFC, QR Code and Unique Search Term and 400,000 beer mats.
- Allen Solly: Twitter Powered Billboard Sampling A twitter powered billboard was created to launch a new clothing collection at Allen Solly in India. The billboard housed about 60 shirts, each rigged with a solenoid and the new collection graphic behind it. With every tweet, a random solenoid would inch forward, helping to punch the shirts from the billboard, revealing the new collection whilst rewarding the tweeter who knocked it off the wall with a sample.http://www.youtube.com/watch?feature=player_embedded&v=8eHt6CVUlLI
- eBay Social Shopping in Covent Garden Over what was the UK's busiest online shopping weekend ever, eBay Social Shopping -- the UK's first interactive, socially powered shopping experience -- landed in London's Covent Garden.Harnessing the influencing power of social media, eBay Social Shopping brought together product recommendations from social networks including Facebook, Twitter and Instagram with eBay's own unrivalled search data, to provide a live pulse of what the nations really wanted this Christmas.https://www.youtube.com/watch?v=iMdEk4AbX4g&feature=g-high-blg
- #GEmineflight Fun For Passengers At Toronto’s Pearson AirportThousands of passengers travelling through Canada’s Toronto Pearson Airport this autumn experienced flight in a different way: in a mine, like a bird.Mine Flight created by GE Canada, is an interactive, gesture-controlled board that creates a fully interactive 3D ‘flight’ experience. Players fly through a virtual mine, using their arms and bodies to control the game.The Mine Flight display is the first of its kind for GE in North America, and only the third world wide.http://www.youtube.com/watch?feature=player_embedded&v=J8ieNdF3vIk
- USA: H&M’s Interactive Digital Campaign on Clear Channel’s Bus Stop Touch Screens in San FranciscoClear Channel’s bus stop touch-screens in San Francisco were used recently to lend support to H&M’s interactive digital campaign.The devices displayed a virtual catalogue of the brand’s autumn collection. Some forty items were featured, along with photos of the brand’s new face – Lana Del Rey – as well as backstage videos of the shooting of her Blue Velvet video.Users could share the various elements presented and/or leave their email address to receive more information.http://en.ooh-tv.com/2012/11/16/usa-hm%E2%80%99s-interactive-digital-campaign-on-clear-channel%E2%80%99s-bus-stop-touch-screens-in-san-francisco/
- Halo 4 'Capture the Poster' outdoor campaign Microsoft Australia activated an Australian first in outdoor advertising for the launch of the blockbuster video game Halo 4 via JCDecaux.The interactive campaign, Capture the Poster, encouraged the Xbox online community and Halo fan base to participate in a real-world scavenger hunt to claim a rare, signed Halo 4 artwork that is used within the outdoor advertising campaign. Using Tapit technology, the first person to find each poster in one of 400 outdoor JCDecaux billboard locations in Sydney and Melbourne, Tapit or scan the QR code claims that poster as their prize, which will be delivered to them once the campaign finishes.http://www.campaignbrief.com/2012/11/microsoft-australia-launches-i.html
- The Great Gambit Art Heist To celebrate the release of Gambit on the 21st of November, JJP, Momentum Pictures and the Evening Standard teamed up to create ‘The Great Gambit Art Heist’ which gives the public the chance to ‘con’ their way into the world premiere of the movie. In the days leading up to the premiere, clues will be published as to where readers can find a reproduction Monet Haystack painting the following day. In all, six paintings will be hidden around high profile locations across London, and those who find one can exchange it for two tickets to attend the premiere. Each location will be video recorded and footage of the public interacting with the hidden paintings will be played on the night of the Premiere itself whilst people are taking their seats.
- Cadillac ATS 3D ExperienceGM is promoting the new Cadillac ATS model through AR installations in key markets by transforming street murals into driving experiences on smartphones and tablets. Cadillac is bringing the ‘ATS vs. The World’ mobile experience directly to consumers through out of home installations and using as many social elements as possible to get people photographing and sharing their experience. Created by Fallon and Carat USA.http://www.youtube.com/watch?feature=player_embedded&v=aKBkUqGPp2ohttp://www.luxurydaily.com/cadillac-hits-30000-activations-for-mobile-ooh-program/
- SNCFCreates a Digital Link Between Lyons and Brussels To promote its new high-speed service linking Lyons with Brussels, SNCF and TBWA Paris created an innovative experience. A cube was installed at the Place de la République in Lyons, which contained a hole and the instruction "Stick Your Head into Brussels". Anyone who did found themselves in the middle of the Mont des Arts in Brussels, where the Burgermeister, an official fanfare and a crowd of curious onlookers were on hand to greet them. This was made possible by a system of several screens linked by satellite connecting the two cities.http://www.youtube.com/watch?feature=player_embedded&v=550bVUzX__AVia: http://en.ooh-tv.com/2012/10/17/tbwaparis-creates-a-digital-link-between-lyons-and-brussels-for-the-sncf/
- EE goes 4D to launch 4GEEBattersea Power Station hosted a 4D projection to celebrate EE's launch of its 4G mobile and Fibre Broadband network after a screen was fitted between the iconic chimneys.http://www.youtube.com/user/EEUK/featured?v=y6Dvu5NGWKEVia: http://www.telegraph.co.uk/technology/technology-video/9650808/EE-launches-4G-with-light-show-at-Battersea-Power-Station.htmlBut perhaps even more impressive is this water projection entitled ‘Beginning’ created by GrzegorzNowiński.http://vimeo.com/52235669
- 'Halo 4' takes to the London skiesA 50ft diameter illuminated Halo 'Glyph' logo was flown over London to celebrate the launch of blockbuster video game Halo 4.The 3.2 ton structure was suspended from a helicopter on the eve of the release of the latest instalment of the £1.9 billion grossing series.More than 500 people turned up to watch the Glyph fly over the Thames from Greenwich Peninsula to Tower Bridge in a light show visible for miles across the city.Chris Lewis, Vice President of Interactive Entertainment Business at Microsoft EMEA, said: “Halo launches are renowned for being entertainment game-changers and we are back with our most ambitious projects to date.“Last week we created a replica of the Halo universe within the heart of Europe. This week we have one of the world's largest and brightest performance art objects being flown over London.”http://www.telegraph.co.uk/technology/video-games/9658008/Halo-4-takes-to-the-London-skies.html
- 70 seconds to unlock the 007 in youCoke Zero challenged unsuspecting train passengers to unlock the 007 in them in less than 70 seconds for their chance to win exclusive tickets for the new James Bond movie SKYFALL. http://www.youtube.com/watch?feature=player_embedded&v=RDiZOnzajNUvia: http://www.digitalbuzzblog.com/coke-zero-70secs-to-unlock-the-007-in-you/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+DigitalBuzzBlog+%28Digital+Buzz+Blog%29
- Beard growing billboard for BronxCreative Marketing Agency, Bletchley Park, created this interactive, beard-growing billboard for their client Bronx Men’s Shoes. The “Man Enough” brand’s six meter high billboard features the portrait of a man’s face covered in stubble. People then ‘like’ the brand page on Facebook to trigger the beard to grow.Via: http://10and5.com/2012/04/03/beard-growing-billboard-for-bronx/
- Jamie Oliver 15 Minute Meals Posterscope, MPG, Penguin and Jamie’s team worked together to promote Jamie Oliver’s new book “15 Minute Meals” (15MM) by targeting a ‘time poor’ audience- those who are short on time but are aware that they should cook more for health/financial reasons. The campaign used instagram photos on DOOH displays to showcase the range of menus and Rail D6 and Underground LCD’s to focus on the evening commuter daypart. MPG handled the photo content from facebook, and Posterscope were responsible for the integration of design templates and scheduling. The campaign worked in conjunction with the Jamie Oliver Facebook page, with Jamie himself promoting it via Facebook and Twitter. In excess of 200 images had been submitted for potential use, with some receiving as many as 3800 likes. This was Penguin’s first foray into DOOH and it was extremely well received by them.
- All macro trends but all are prevalent and pertinent to OOHWhether they apply to consumer behaviour or brands or mediaAll prompt us to re-consider the way we plan and the way we position OOH within the broader landscape...
- The world is being transformed by technology, changing how people behave, especially when out-of-home…This is evidenced by the way we are having to re-define OOHTraditionally positioned as posters and screens that you can put ads on. Maybe a bit of experiential too.Today’s OOH media infrastructure looks very different...It’s all kinds of bespoke placements, exhibition spaces, client owned inventory and BTL retail comms.Plus the technology that consumers use when they are out and about - in principle, a laptop can be just as OOH as a posterThere’s a whole range of things that can be layered on top of straight advertising;Services (search, public utility content on screens)Experiential conceptsPlatforms (Facebook, twitter)Content (YouTube, DOOH ‘programming’)Commerce (virtual store posters, downloadable vouchers)Games (on mobile, DOOH or both together)So what we have here is very much a bought, owned and earned OOH ecosystem of media, technology, content and experience, with lots of interconnected and interdependent partsWhat’s interesting about the OOH ecosystem is that it overlaps with other major globalecosystems e.g.;Google (video – YouTube, search, mobile display, Gmail, Google+)Facebook (website, mobile app/site, f-commerce)apple (i-phone, i-Pad, i-tunes, i-ads)Amazon (app, website, affiliate)But unlike them, the OOH ecosystem isn’t dominated by any large multi-disciplinary multi-nationalsPosterscope aims to help bring a lot of this together.
- By 2014, in a study by VC firm Kleiner Perkins, analyst Mary Meeker predicted that mobile browsing will exceed desktop browsing by 2014. Known as the “Queen of the Internet”, Meeker is acknowledged as the industry’s leading and most respected analyst. In the report, Meeker predicts smartphone and tablet shipments will surpass PC shipments for the first time in 2011. Additionally, Kleiner Perkins points to a convergence occurring where social, local and mobile come together through mobile devices and mobile apps. In the palm of one’s hand, these magical devices have GPS capabilities to make them local and a plethora of apps to make them social. As new social and location based apps come to the market, this will only fuel greater mobile internet usage
- This changes how people behave when OOH, and also how they interact with OOH.
- And these days a poster is not just a poster....it can also be used as a....-TV /website e.g. five live example on the underground which had a live link to the streets of New York-Cinema e.g. cinema Peroni-Gaming console e.g.Cadbury’s Stars and Strips)
- Exhibition stands these days can be interactive, connective, digitally social experiences etc. Such as the MINI Countryman example.
- And a phone for example can be used as a computer, radio or TV or even as a means of purchasing...
- CINEMA PERONI - PERONI NASTRO AZZURROAs part of the sign off to PeroniNastroAzzurro’s association with Italian film,a typical busy poster site was transformed into a working picture house to remind London consumers that Peroni is not only the stylish Italian choice but a brand that can deliver the unexpected with a sense of fun by surprising and delighting consumers with stand out experiential activity.Located in a prime Shoreditch location, the out of home cinema complete with bespoke cinema seating on a raised platform, hostesses serving popcorn to consumers, and accompanying 3D specials on the left hand and right hand sides flanking the main screen ran for 8 nights in March.A second site in Westminster continued with the film association but acted as a stand alone site.Over the live period 1.5 million impacts were recorded alongside huge online buzz.
- Watch Something....Once the Games were under-way a LIVEPOSTER™ campaign on Transvision and XTP screens was launched, providing the public with top coverage of the Paralympic action in real-time and driving them to the C4 Paralympic Highlights show each evening.The ads were updated throughout the day with breaking news and images from the day’s events. This was alternated with a live medals table that was played out across the digital screens, showcasing Team GB’s success.
- 100% of budget – Cannes Lion WinnerWi-fi launched on underground – reduces the gap between exposure and the action for underground campaigns
- Poster takes on interactive characteristics & demonstrates mobile experience20 sites nationallyPromoting Yell’s mobile appConsumer generated reviews from Yell website & local business infoCovers restaurants, cafes, bars, hotel, taxis, shopsConstantly updated with latest reviewsTouch a location for full review
- Very.co.uk trials digital windows for mobile pushOnline retailer Very.co.uk is trialling a digital initiative that uses high street shop windows to draw shoppers on to its mobile website through NFC and QR codes. Very used a previously empty store front in the Liverpool One shopping centre to showcase three key fashion trends for the festive season alongside NFC and QR codes to encourage shoppers to use smartphones and tablets to interact with the display and shop through their devices.The ranges in the display were tailored to the tastes of Liverpool shoppers based on the online browsing and purchasing habits of Very.co.uk shoppers in the area.
- McCain gives chip lovers a high fiveMcCain Food has decided to celebrate those who have chips for dinner in a £3.5m campaign by giving them a high five.The campaign, which also includes 21 different ‘personalised’ executions, was planned and booked by PHD and Posterscope with creative by BMB.The posters at JCDecaux sites and bus stops is designed to celebrate the anticipation of eating chips in a light-hearted way and encourage consumer engagement, with those who high five the bus posters receiving money off vouchers for McCain Home Chips.
- Tesco Homeplus wanted to become the number one store in South Korea without increasing the number of stores. As time-poor Korean tend to shop near their home, Homeplus decided to ‘let the store come to the people’ by creating virtual stores within subways. The displays and merchandise were exactly the same as instore however consumers used QR codes and smart phones to shop. When the online purchase is done it is delivered direct to your home.
- To kick off the UK football season, ESPN , the American global cable television network focussing on sports-related programming, worked with Arena Media, Posterscope UK and LocaModa to create an innovation OOH campaign to actively engage fans and continue the dialogue with them from TV screen, online and mobile device. The campaign is the first UK campaign to integrate live, real time content and debate, featuring comments from ESPN ‘s well-known football presenters while they are on-air. The digital screens, across the weekend, show the presenters questions or raise subjects for debate, such as "Which new signing will have the biggest impact?“. Some of these topics will be discussed on air and passers-by will be encouraged to respond on Twitter, using the hashtag #espnuk.Live scores from football news site ESPNsoccernet.com were also included in the digital outdoor feeds, alongside information about ESPN’s live football matches and Twitter responses from the public.The campaign, the biggest social campaign to run across digital Out-of-Home, involved over 300 screens across the UK, including screens on London Underground and British Rail’s Transvision screens.
- Two way digital OOH Video call on wallResidents of rival cities Toronto and Montreal are being encouraged to virtually visit each other’s cities through a live interactive portal known as The Cheating Wall. The wall, consisting of separate HD video panels, each with their own camera, microphone, sensor and speaker, allows people to see, talk and interact with one another in real time. Participants are also encouraged to tweet about the wall and access the Facebook page to win flights to the respective cities courtesy of Air Canada.
- TBWA\\Paris Creates a Digital Link Between Lyons and Brussels for the SNCFFrench National Railways, the SNCF hired TBWA\\Paris to run a digital morning events campaign to promote its new direct High-Speed (TGV) service linking Lyons with Brussels.On September 21 and 22, the agency installed a cube at the Place de la République in Lyons, with a caption “Stick Your Head into Brussels” with a hole where one could indeed stick one’s head.Anyone who was tempted to try the experience was surprised to find himself in the middle of the Mont des Arts in Brussels, where the Burgermeister, an official fanfare and a crowd of curious onlookers were on hand to greet and talk to them.This was made possible by a system of several screens linked by satellite connecting the two cities.
- And we can offer engagement. Vital in the new world.
- Nestlé Kit Kat launches NFC-enabled outdoor campaignKit Kat launched its new ‘We Will Find You’ promotional campaign, which will see the distribution of six chocolate bars fitted with a GPS tracker. On discovery of a winning bar, the consumer will be instructed to activate the GPS tracker which, in turn, alerts a team to deliver a £10,000 prize directly to the winner.3,000 outdoor 6-sheets were fitted with NFC/QR Touchpoints that directed users to live competition updates and the opportunity to enter a secondary competition with an on-pack code via Facebook. Smartphone interactions drive to a mobile landing page which hosted updates on the number of GPS bars left.Posterscope, working in conjunction with Mindshare, JWT and Pragmatica, delivered this campaign with JCDecaux, Clear Channel and Primesight.
- Play it....Green Giant ran a campaign that linked digital screens and experiential with the use of augmented reality. Running in the Trafford Centre for a weekend, children were given the chance to Hi-Five the giant on the large digital screen to see if they were eating their 5 a day. Colin Jackson also had a go!
- Pennies for Life- Creating change at Westfield LondonA unique live event on Southern Terrace ran in late February 2012. The space on a huge digital poster site was used to invite shoppers to donate money - by texting the poster itself. When a text arrived, a shower of coins dropped into place, forming a picture of a woman in Africa; a woman we could now help to set up her own business. It's a live example of small change here creating big change in Africa.
- Using online to control the physical worldAriel Fashion ShootSaatchi & Saatchi Stockholm set up a jam-firing robot in Stockholm station: Facebook users in Nordic countries can aim it at a selection of white 'designer' clothes. Hit something and you win the clothes, washed clean of course using the client's productThe stunt was set up on August 29 in the waiting hall of Stockholm Central Station and ran until September 3. Facebook users could control the specially programmed industrial robot loaded with ketchup, drinking chocolate and lingonberry jam.
- Mini Fan the FlameMINI launched a pretty cool, live streaming social installation at the Brussels Motor Show, featuring the new MINI Countryman. The Countryman was placed on a 15% slope, held only by a thick rope, while a Bunsen burner was placed under the rope and remote rigged to their live streaming app, where each “like” generates you a burst of flame on the rope in real time…If your burst of flame broke the rope and set the MINI Countryman free, it was yours to keep! This is another great examples of the real and digital worlds combining.
- Bronx men’s shoes have come up with the worlds first interactive billboard that grows a beard as people like their facebook page. The billboard is controlled live via a facebook app, every time someone like the Bronx Shoe page the beard grows a little more! People can watch it grow live via a web cam feed to the facebook page! Visit Facebook.com/BronxMensShoes and hit the “like” button to witness the beard growth.Incredible idea and execution from local SA agency Bletchley Park.
- Eurostar screens consumer conversation live on the Tube Eurostar launched a live advertising platform to integrate social media and consumer conversation into its mainstream advertising activity on 60 CBS Outdoor XTP screens and 100 LCD screens across London Underground stations.The campaign promoted the international connection from London to Amsterdam via Brussels and is expected to be part of the brand’s activity before and during the London 2012 Olympic Games.Eurostar developed the campaign to help customers travelling around Europe share experiences and advice while communicating directly with the brand. The campaign integrated real time comments and opinions about Eurostar, its services and destinations into the XTP creative. This included varying degrees of live executions, including a timetable countdown and ‘on board’ updates.Eurostar Live was truly interactive, displaying around 4,000 unique posts per day from the Eurostar Facebook and Twitter profiles. An image uploaded online could be re-purposed immediately to run on Underground screens, and comments from bloggers using #Eurostarlive were live on screen within minutes.A digital clock counted down until the next train arrived at its destination and an ‘on board’ live report from the train provided details such as its speed, distance travelled, and pictures.Users could also share ‘hidden gems’ and recommend places for others to visit and a daily picture competition asked visitors to guess a secret location from one of the cities. Another competition judged the best user-generated pictures.
- Cadillac hits 30,000 activations for mobile, OOH programGeneral Motors’ Cadillac was pushing the new ATS model through augmented reality installations in top U.S. marketers by transforming street murals into driving experiences on smartphones and tablets.
- A new report from Juniper Research has found that the NFC retail payments market will exceed $180 billion globally by 2017, more than a seven-fold increase over 2012. The leading regions of North America, Western Europe and Far East & China will contribute 90% of this market value as smartphones with NFC payment technology become standard. Technology & Ecosystem DevelopmentsThe report found that 2011 was a watershed year for NFC payments. Major technology infrastructure standards were finalised, many mobile network operators committed to the market and NFC payment pilots from both mobile operators and financial institutions transitioned to commercial service. Above all, NFC-enabled smartphone models were announced by almost all handset manufacturers and Google ignited the market by launching its wallet in the US.NFC enabled devices allows the user to open an app, go to a website to view content, download vouchers, make a purchase, register facebook likes or check in at a location, simply by holding an NFC-enabled mobile to a poster site or payment point. Your phone effectively replaces your wallet so if you see something you like on a poster you can click and buy it there and then.
- To understand the potential of NFC, a piece of research from Posterscope and Clear Channel reveals the applications, content and environments that consumers claim to be most valuable and relevant for NFC enabled poster interactions. It also looks at brand and advertiser product categories for which NFC-OOH experiences would be most appealing and current levels of consumer awareness and understanding. A video demonstrating the future potential formed part of the research project. http://www.youtube.com/watch?v=ORkuWJcJpXoOther recent reports produced by Posterscope include ‘NFC News and Views’, Social Media, ‘Smartphones Social and Screen’s, etc, which all look into how OOH integrates with mobile, social and technologies.The convergent world presents an enormous range of opportunities for brands to derive even more value from the OOH medium. The Guide to Convergent OOH, located on slideshare, outlines some of the opportunities available and associated case studies.
- The Posterscope View: How OOH will evolve in 2013We always like to share our perspective on how the world of OOH is evolving out there, changing our thinking and opening up new opportunities for our advertisers, so we have looked at some of the key themes which we think will play out in the OOH ecosystem over the year ahead. We look at audience growth and how very soon we’ll be able to capture and quantify its movement in a more sophisticated way than ever before, we delve deeper into how the increasingly connected population is engaging and interacting with our medium thanks to a whole host of exciting technologies, propelling OOH towards a real-time future, and we explore the growing value of more immersive brand experiences for consumers whilst out and about. The report can be found on slideshare: http://www.slideshare.net/Posterscope/posterscope-predictions-v5
- VirtuoCity is a driving simulation where research respondents watch video footage that follows a car driving through the suburbs and into the town centre. Specialist laptops measure respondents eye-tracking and then recall studies identify the memorability of different OOH advertising variables within the Virtual City. To arrange a presentation, please call your Posterscope team.“Love Posterscope/JCDecaux paper proving some long held beliefs about size, orientation, frequency and animation value in OOH” Kristin Bayliss, Universal McCann“One of the coolest presentations I’ve ever seen. It’s like grand theft auto of the OOH planning world” MediatelVoted Best Research Paper at 2012 MRG Conference
- Geography of Time (GoT) is a two part research project. A (quantative) survey of 3,500 respondents from 5 major GB conurbations to gain insight into city life. Secondly, a PDA diary which recorded 1,200 diary days of consumers’ activities. The PDA diary is similar to Touchpoints and analysing the two data sources creates some interesting insight. Also the data from both surveys support each other, adding confidence in the results. The time element of the survey (the PDA diary) was launched at the recent trojectory conference hosted by the IPA.
- With the aim of understanding our clients’ search and social strategies, to make OOH work harder, to create innovative solutions and more convergent campaigns”
- JCDecaux- Waterloo MotionThe Waterloo Motion is a 40-metre long digital screen that will dominate the concourse at Waterloo Station. It is currentlybeing tested in Kent, due for release later this year.
- CBS Corp to sell CBS Outdoor internationalCBS Corp said it would pursue a "divestiture" of its outdoor business in Europe and Asia, and would convert its outdoor arm in the Americas into a "real estate investment trust" (REIT).It is believed there is no specific timeline for the sale and it is understood that CBS Corp will involve trade and other buyers in the process.There has been speculation that CBS Corp would sell its outdoor business for some time, and it was widely believed that the problems the UK business had with the London Underground (LU) contract were preventing a sale.
- Oceanenhances fullmotion-digitalscreen with new lightingtechnologyOcean Outdoor has re-launched its Eastern Motion site, introducing new technology which enhances the tower’s lighting capability by creating dynamic, ambient lightscapes for advertisers.Using intelligent lighting technology developed by amBX UK, an interactive app analyses the creative as it is displayed and then amplifies the corresponding most dominant colours throughout the tower’s LED lighting system which surrounds the structure.The lighting effects management system can also be adapted to suit different times of day, adding a dash of colour or ambient mood, depending on whether it is sunrise, dusk or evening.Launched in May 2012, the Eastern Motion is a digital billboard offering full motion capabilities in a roadside environment. The site faces three lanes of traffic on the main arterial route out of the city of London, heading east on the A13.
- The high street goes interactive: Clear Channel rolls out nationwide mobile platform to over 10,000 panels.Clear Channel has announced the UK’s first national, permanent high street mobile platform for outdoor media. The roll-out will see more than 10,000 Clear Channel Adshel panels and digital roadside panels initially equipped with both Near Field Communications (NFC) and QR code capabilities, transforming roadside advertising into an interactive consumer experience. This new platform gives advertisers the opportunity to deepen their interaction with consumers by offering interactive content, social media integration and real-time content updates, while consumers can use their smartphones to download vouchers and promotions. The platform will be supported by a full reporting network to help brands effectively track responses.The new network will be the largest permanent mobile platform in UK outdoor media, with the upgrade focused on high streets and town centres, reaching over 80% of adults every 4 weeks.Work on the platform is already underway in preparation for a full service launch in 2013.
- JCDecaux, the UK’s leading Outdoor advertising company and No. 1 in malls is launching a network of large-format full-motion digital screens called M-Vision in premium malls nationwide. John Lewis, Three and DKNY are among the first advertisers to deploy the new screens from 26 November.This new digital format M-Vision will be positioned in atrium areas in proximity to anchor stores in premium malls – giving brands unprecedented access to audiences on this full-motion, large-scale digital canvas.JCDecaux has installed two M-Vision screens in Bluewater (Greenhithe) and 1 MVision in Bullring (Birmingham).M-Vision will be extended to Lakeside (Thurrock), Harlequin (Watford) and Victoria Centre (Nottingham), followed by Trinity Leeds malls in 2013, offering brands large-format impact with the scaled-up glossy magazine display of a digital 6-sheet.Spencer Berwin, Managing Director – Sales at JCDecaux said, “This investment into digital outdoor will give our customers even better access to the aspirational and image-conscious audience delivered by our premium malls. From fashion and beauty to telecoms brands, digital offers enormous flexibility with the ability to run time-sensitive and multiple messaging, reaching millions of shoppers in our malls.M-Vision will add massive impact and cut-through and has been designed to make it easy for brands to transfer their D6 copy to this huge, new, portrait digital canvas. Digital has already played a key part in the transformation of our rail business, with the roll-out of D6s and Transvision nationwide. As the market leader with 12 out of the top 20 malls, we believe that digital Outdoor will play an increasingly important role for brands in this key part of our business.”The full-motion M-Vision screens have a 6mm pitch, the same high-quality as the successful Transvision screen network.