OOH Industry Update October 2012
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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 details what’s coming up.
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OOH Industry Update October 2012
- 1. The Real World 2012 October update Connections 09/10/2012
- 4. Out-of-home remains consistent 300 +3% +10% +1% +1% 250 200 OOH Revenue 150 2010 2011 100 2012 50 0 Q1 Q2 Q3 Q4
- 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) 10/9/2012
- 9. +23% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
- 10. 10/9/2012 +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) 10/9/2012
- 12. +11% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7) 10/9/2012
- 13. +27% Source: DCMS, Taking Part Survey, 2012 (2011/12 v 2006/7)
- 14. Rail +58% Tube +23% London bus +90% 10/9/2012 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% +4% 2010 2011 2012 Cost per thousand 5% 0% 0% Source: OMC/Posterscope estimates
- 17. Deeper understanding Mon-Fri Sat-Sun 14 12 % of total universe 10 8 6 4 2 0 Daily internet activity Base: All Adults (48,658,000) Source: IPA Touch Points Hub Survey 2010
- 18. Touchpoints4 launched 26th April New insights/additions include..... Mobile internet use Shopping behaviours Mood state (notably iPads) Digital screens Social networking TV viewing platforms
- 19. 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...
- 20. 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
- 21. 10/9/2012
- 22. New Postar Roadside London bus London Underground Rail National Bus Supermarket Malls Airports Taxis New Travel Survey Leisure 20,000 respondents 9 days 2 w/e + 5 weekdays Roadside: 120,000 panels - know who respondents are All environments: 450,000 frames – demographics - know where they go - know when they go - know how often
- 23. 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
- 24. Who’s selling
- 25. Consolidated market place Others Source : Posterscope Estimates
- 26. Increased investment in sites +0%
- 27. Who’s buying
- 28. Top 10 categories 1.47% 16.5% 4.5% 26.7% 23.4% -15.8% -7.4% 12.6% 26.7% 21.6% Top 10 advertiser categories, Jan – Aug2012
- 29. Who’s spending? £28m £12.9m £10.8m £10.7m £9.4m £9m £8.5m £8.5m £7.5m £7m Top 10 advertisers, Jan – Aug 2012
- 30. Increases for Specials £274m £44m £59m 60% share 10% share 13% share Spend by format, Jan- Aug2012 Source: Ebiquity
- 31. How’s digital
- 32. 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
- 33. 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
- 34. Digital 17.5% of OOH spend 200 180 160 140 3.8% of OOH 120 spend 100 80 60 40 20 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Source: Hyperspace estimates
- 35. 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
- 36. Changing landscape 44% of impacts are delivered outside of London Author
- 37. Dynamic use of digital
- 39. Stuff we liked
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- 109. 10/9/2012 www.pioneeringooh.com
- 110. 10/9/2012 www.pioneeringooh.com
- 111. 10/9/2012
- 112. What are we thinking about
- 113. 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…
- 114. 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
- 115. OOH and the internet
- 116. OOH and the internet 85% of new handsets will be able to access the mobile web Source Garter 2010
- 117. 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
- 118. TV Website Poster Cinema Gaming console
- 119. Interactive, con Exhibition nected, digitall stand y social experience
- 120. Computer Radio TV Phone Gaming console Debit card Travel card
- 121. .....watch something www.pioneeringooh.com
- 123. ....be the star 10/9/2012 www.pioneeringooh.com
- 124. .....get recommendations www.pioneeringooh.com
- 125. .....search Searches for „We are London‟ OOH campaign 1 in 3 mobile search queries have local intent Clients Name Accreditations www.pioneeringooh.com
- 126. ...search visually 10/9/2012
- 127. ..... or by voice www.pioneeringooh.com
- 128. …..check in www.DBTHnews.com
- 129. …..check out 10/9/2012 www.pioneeringooh.com
- 130. .....Connect 10/9/2012 www.DBTHnews.com
- 131. ..... across the country 10/9/2012 www.pioneeringooh.com
- 132. .....or across the world ‘...a girl in New York waved at me...amazin
- 133. .....reflect
- 134. .....join in 10/9/2012 www.pioneeringooh.com
- 135. .....play it 10/9/2012 www.pioneeringooh.com
- 136. .....pay it 10/9/2012 www.pioneeringooh.com
- 137. .....Start a conversation 10/9/2012 www.DBTHnews.com
- 138. …..end a conversation www.pioneeringooh.com
- 139. …..try it www.pioneeringooh.com
- 140. …..buy it 10/9/2012 www.pioneeringooh.com
- 141. …..buy it 10/9/2012 www.pioneeringooh.com
- 142. …..buy it 10/9/2012 www.pioneeringooh.com
- 143. …..get a discount 10/9/2012 www.DBTHnews.com
- 144. £3.3bn of mobile payments forecasted for 2013 in the UK www.pioneeringooh.com
- 149. 10/9/2012
- 150. Other reports
- 151. The future Geography of time
- 152. What’s just happened and what's coming up
- 155. 10/9/2012
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- 160. 10/9/2012
- 163. Where can I find out more
- 164. The latest innovations, the best campaigns and essential industry news All in one place. www.pioneeringooh.com
- 165. The Real World/ 2012 October update Connections 09/10/2012
Notas del editor
- 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 as well as
- ‘How’s Out-of-home’ focuses on the broad trends within the Out-of-home industry.
- Q2 figures released by the OMC show that outdoor revenues grew 9.9% YoY in Quarter 2 to £229m (£208m in 2011). Major events such as the Diamond Jubilee and the Euro Championships contributed to that growth, as have the 2012 Games already. Across the year this equates to a 4.4% increase YoY. All major environments (transport, roadside, retail and leisure) were up year on year, as were all the major site types such as 6 sheets, 48 sheets, 96 sheets, buses, and taxis. Revenues in the digital sector continued to grow 27%, as media owners continued to invest, transforming sites in the best locations to digital. Digital now makes up 17% of the total revenue. Top spenders in Q2 were BSkyB, Glaxosmithkline, Coca Cola, Samsung, Universal Pictures, Twentieth Century Fox, Molson Coors, McDonalds, Talktalk, and Unilever. In addition to outdoor’s traditional strength in entertainment brands, categories which grew included telecoms, drinks, food, business and industrial, household appliances, cosmetics, pharmaceutical, online retail, and fashion.For 2011 Revenue for the full year was £886.3m which equates to 1% growth versus full year 2010.
- 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 future for OOH is bright….. With 2012 predicted to show revenue increase of 4% (whilst 2011 experienced a slowdown versus 2010 it still showed a (minimal) increase and the 2012 market is expected to be buoyant.The increase in domestic and overseas visitors and the general spotlight on London 2012 makes this period very attractive to advertisers. OOH advertising will play a pivotal role in the look and feel of the city. Undoubtedly the games will increase demand in the OOH market for this period but to varying degrees depending on which period, which formats and which environmentWith regards to cost per thousands, the market is still trying to find the right balance between demand and supply. There were periods in 2009 that went unsold and this unused capacity is now absorbing the improved demand without increasing prices. The premium end of the market saw more interest in 2010 and 2011 and this is continuing into 2012.
- What's new in TouchPoints4: The e.diaryTouchpoints has detailed the below additions to the e.diary:-- Active purchasing each half hour. We also ask the respondent to tell us how much they have spent if they have bought something. This will allow us 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. Of course we will also be able to understand respondent’s media consumption just prior to actual purchase. -At the end of the half hour e.diary questions we have a screen of emoticons which respondents are asked to click on to reflect their mood state. There are twelve emoticons... In the Self Completion Questionnaire: -We have added more questions on social networking and use of social media. -We have revised the technology section to reflect the ever changing technology market. For the first time we have introduced questions about use of tablets and e books. • In the television section we ask respondents 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 we now ask about radio listening via an app with frequency levels. -For newspapers and magazines we ask 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.
- 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.
- Posterscope have just released OCS4Focussing 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 – DemonstratehowOOH 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.
- It is also possible to track the movement of people.... As an example, the Real Time Rome project used cell phones and GPS devices to collect the movement patterns of people and transportation systems, and their spatial and social usage of streets and neighbourhoods. But how to actuate the city? Although the city already contains several classes of actuators such as traffic lights and remotely updated street signage, a much more flexible actuator would be the city’s own inhabitants.Consequently, wikicity are creating a new platform for storing and exchanging data which is location and time-sensitive, making them accessible to users through mobile devices, web interfaces and physical interface objects. This platform enables people to become distributed intelligent actuators, who pursue their individual interests in cooperation and competition with others, and thus become prime actors themselves in improving the efficiency of urban systems.
- The new Postar measurement was always an ambitious brief, covering all environments and coping with moving and dynamic images. The scope of the project is to have a common approach for all environments and as a rigorous methodology existed for calculating the roadside audience, all new environments to Postar has to rise up to meet these rather than fall to the lowest common denominator.The result is world leading research that has to process 110 million records to spit out an analysis;this has challenged the research companies and delivery system suppliers. There have been some technical hitches, however we are now looking at a planned launch of October 2012.Release 1. Oct2012 : Roadside, London Bus, London UndergroundRelease 2. Dec2012 : Rail, National Bus, Supermarkets, MallsRelease 3. Q1 2013: Airports, Taxis,Release 4 .Q2 2013: LeisureThere will be greater accuracy in the travel survey as GPS meters improve in terms of picking up movement and new research on effects of illumination and movement on visibility are incorporated. The survey will be more granular, reporting on day parts, flexibility of the period measured, and more detailed geography e.g. town measurements and will offer greater accountability in the overall delivery of a campaign providing combined coverage and frequency analysis.This integrated tool is set to change the way OOH is bought and planned in the UK and will have a fundamental impact on understanding audience delivery in OOH.The travel survey uses GPS meters to record actual travel patterns, and the majority of respondents are asked to carry the meter for a minimum of 2 weekends and 5 weekdays as behaviour at weekends is most likely to change.
- ‘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.
- August 2012 2012 2011 1 Entertainment and media £108.6m £107m 1.47% 2 Technology £76.7m £65.8m 16.49%3 FMCG £72.8m £69.7m 4.52%4 Retail £54.9m £43.4m 26.72%5 Travel £28.9m £23.4m 23.4%6 Finance £28.1m £33.4m -15.8%7 Automative £25m £27m -7.4%8 Toiletries/Cosmetics £23.4m £20.8m 12.57%9 Government & utilities £16.6m £13m 27.65%10 Pharmaceuticals £11.8m £9.7m 21.66%Other £5.3m £4.6m 16.69%Overall market £459.65m £426.4m 7.8% Overall the market is up 7.8%... Entertainment and Media: This is the largest spending category with over £108.6m (and represents 23.7% of total OOH spend). The category is up 1.47% YOY. Universal Pictures are the number 1 spender within this category, with a spend of £9.35m, with a SOV of 8.61%. They have increased YOY spend by 42.7%. British Telecommunications come in at 2nd place with a spend of £8.01m and 7.38% SOV. Vodafone was in 3rd place with 6.93% SOV and spend of £7.5m (up 41.77% YOY). Twentieth Century Fox were in 4th place, with SOV of 6.5% but a YOY increase of -4.65%. Lions Gate Films were in 5th place with a spend of £6.3m, up 246.68% YOY and with a SOV of 5.87%. Technology: The overall category spend was £76.7m, representing an increase of 16.49% from 2011. The top company was BSkyB, spending £26.5m, increasing spend YOY by 79.03%, and giving them 34.61% SOV. Samsung were in 2nd place, with a spend of £8.5m, increasing YOY spend by 114.5% (and 11.13% SOV). Virgin Media were in 3rd place with 7.49% SOV and spend of £5.7m. Hutchinson 3G UK took 4th place, with a spend of £5.2m, a YOY increase of 42.19% and 6.78% SOV. Talk Talk was in 5th place, spending £3.5m, which represented a YOY increase of 43% and 4.58% SOV. FMCG: This sector was up YOY by 1.04%. Coca Cola took the top spot with £10.8m spend, which was up 32.6% from last year and with a SOV of 14.9%. Nestlé were in 2nd place with £5.1m ( a SOV of 8.0%), up 38.8% YOY. Inbev came in 3rd with a spend of £4.6m, 6.36% SOV and a YOY decrease – 19.44%. Cadbury Trebor Bassett took 4th place with a spend of £4.3m, up 6.9% from 2011 (27.43% SOV), and GlaxoSmithKleine had 5.99% SOV which represented spend of £4.36m, and were up 1,04% YOY.Retail: The 4th biggest spending category, retail, had an overall spend of £54.98m, which represented a YOY increase of 26.72%. McDonalds took the top spot, the coming in 1st place with a spend of £10.69m and SOV of 25.3% (up 19.4% YOY). KFC came in 2nd place with £7.4m and SOV 13.55% (down 5.03% YOY). Asda were in 3rd place with a spend of £4.49m and SOV 8.11%, which represented a huge 110.17% increase YOY. Tesco came 4th spending £3.44m (SOV 6.27%, YOY increase of 139.42%) and Morrisons was in 5th spending £3.1m (SOV 5.68% and a big YOY increase of 80.33%). Travel was the 5th biggest spending category, up by 23.3%. British Airways was the top spender with a 17.84% SOV, spending £5.15m, up 229.55% YOY. Emirates were in 2nd place with £1.9m spend (6.72% SOV), up 39.7%, whilst BAA took 3rd place, spending £925k (down 10.91%, with 3.2% SOV). National Express Coach were in 4th position with a spend of £838k, with a 2.9% SOV (up 31% on 2011). Lastminute.com came in 5th with a spend of £833k representing a 2.88% SOV.Finance was the 6th biggest spending categorybut spend decreased from 2011 by 15.8%. Lloyds TSB was the largest spender in this category with £3.38m and a SOV of 12%, reflecting a 9.01% spend increase from 2011. Santander came in 2nd place, spending £3.3m (SOV of 11.81%) Visa came in 3rd with 5.97% SOV equating to spend of £1.68m. This represents a massive increase of 658% from 2011. Liverpool Victoria took 4th place with £1.59m equating to a 5.68% SOV. Halifax were in 5th place, spending £892k (SOV 3.17%), increasing 51.54% YOY. Motors: The motors category decreased YOY overall by 7.4%, spending £25m, and coming in 7th overall. Fiat took 1st place in this category; spending £2.9m and gaining 11.7% SOV (representing an increased spend of 114% YOY). The Fiat 500, Fiat Panda and Fiat Punto models were the main focus of this spend. Vauxhall took 2nd place, spending £2.2m (up 74.6% YOY) and taking 9.1% SOV. This was divided between Ampera, VXR, Zafira and Range. VW were in 3rd place with a spend of £2.1m, down 19.3% YOY and taking 8.5% SOV (supporting the Beetle and Up! with the majority of this investment). Honda was in 4thplace with £1.9m spend – having not spent at all this time in 2011. The spend was split equally between Honda range and Honda Civic. In 5th position was Ford (SOV 6.7%), with a spend of £1.6m reflecting a decrease of 14.5% YOY. This spend was predominantly on The Ford Focus, Ford and Kuga. Toiletries/Cosmetics: The category increased spend by 35.69% to £23.49m, taking a 12.97% SOV. GlaxoSmithKline was the largest spender with £3.8m (16.8% YOY increase, 35.6% SOV). Unilever Home & Personal Care were in 2nd place (up 10.82% YOY) with the majority of their £2.6m spend used to promote their Impulse, Dove and Lynx brands. Beiersdorf UK came in 3rd place with 9.8% SOV and £2.3m spend (down 18.5% YOY). Nike were in 4th place with a 300.23% SOV. Estee Lauder was in 5th place (SOV 6.62%, and up 59.26% in terms of YOY spend) investing £1.5m. Govt and utilities: This category was up 27.65% YOY, spending £16.6m and gaining a 3.6% SOV overall. COI achieved 23.7% SOV with £3.9m spend, down 26.7% YOY. EDF Energy were 2nd with £2.3m spend, which represents a huge uplift of 550.6% on last year. General Electric took 10.3% of the category, with a spend total of £1.7m. Scottish and Southern Energy took 4th place with 9.1% SOV, and a spend of £1.5m (up a massive 45563.3% YOY). E.ON came in 5th place spending £1.3m and achieving 8.24% SOV, an increase of 825.8% on their 2011 activity. Pharmaceuticals: This category is up 21.66%, with £11.8m spend representing a 2.58% share of voice. GlaxoSmithKline is the biggest spender in the category, representing 39.3% SOV with a spend of £4.6m (up 174.2% YOY). Specsavers was the second largest spender with £2.9m (24.5% SOV, up YOY by 2.18%), and Vitabiotics Ltd was in 3rd place, spending £609k, decreasing 64.1% YOY with a 5.1% SOV. Pfizer spent £600k, having not spent at all up to this point in 2011. Virgin Active spent £467k, coming in 5th place, with 3.94% SOV and up 14.7% YOY
- 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 39.76% YOY. Sky – remains the largest spender as per the whole of 2011 with the majority of monies (88.1%) invested behind Sky. Sky Broadband accounted for 5.9% with the remainder of budget allocated to the different channels. All formats were used with 48s being the most utilised (31.5%), then 96s (30.4%), 6s (28.7%), tube (4.3%), bus (2.4%), specials (1.6%), and rail (1.1%), and a minimal amount on other formats. Overall Sky spend is up 31.2% YOY. GlaxoSmithKline, ranked 2nd, increased spend by 45.36% YTDsupporting several brands: Sensodyne (20.2%), GlaxoSmithKline (16.6%), Lucozade (14.7%), Corsodyl (9.4%), Lucozade Revive (9.1%),Lucozade Energy (7.3%), NiQuitin CQ (5.9%), Ribena Sparkling (5.7%), Ribena (5.3%), and Ribena Plus (4.6%). Almost half their spend was on 6s but they also used 48s (26.2%), 96s (19.9%), rail (4.1%) and tube (3.2%). Coca Cola were in 3rd place with £10.8m spend, up 32.6% YOY. The majority of their spend went on Coca Cola, with a very small amount on Powerade and Schweppes. Over half of spend was on 96s (58%), but 6s(14.9%), rail (11.9%), bus (5.1%), 48s (5%), tube (2.3%), airport (1.3%) and specials(1.3%) were also used. McDonald’s were the 4th largest spenderon OOH. They increased spend YOY by 25.3% and used all of their £10.7m spend to support their food range. Three-quarters of spend (75%) was on 6 sheets, although 48s (11%), tube (4.3%), specials (4.2%) and airport (2.8%) were also used.Universal Pictures were in 5th with the budget (£9.4m) spent supporting 20 films, the top 10 films being: The Bourne Legacy (11.4%), The Lorax (10.7%), TED (10.1%), Battleship (9.7%), American Pie (7.8%), Snow White and the Huntsman (7.4%), Contraband (6.2%), Wanderlust (6.1%), Safe House (5.5%), and Anna Karenina (5.4%). Half the budget was spent on bus (50.6%), with 6s (23.6%), 96s (9.7%), tube (5.7%) and specials (5%) also used.BT were in 6th place with £9m spend and a huge increase of 549.6% YOY. The majority of their spend went behind the BT Vision range (87.2%). The budget was split mainly between phone kiosks (36.7%) and bus (36.6%), but 48s (13.1%), rail (5.3%), tube (4.4%) and 96s (3.8%) were also used.Samsungwere in 7th place with £8.5m spend and an increase of 114.5% YOY. Most of their budget was invested in promoting the Samsung range (67.3%) and Samsung Tablets (19.9%). The main format used was 48s (42%), followed by airport (24%), 6s (19.5%), specials (6.5%) and bus (3.4%). Vodafone were in 8th place spending £8.5m which represents a YOY increase of 32.9%. They put all of their budget behind the Vodafone range (88.5%) and Prepay Tariffs (11.5%). Almost a third of the money was spent on 6s (29.9%), followed by 96s (17.5%), 48s (15.9%), airport (12.7%), bus (11.8%), tube (7.2%) and specials (4.3%). KFC were in 9th place spending £7.5m which represents a YOY decrease of 5% and a SOV of 1.6%. They invested all of their budget behind their food range. They were heavy users of 6 sheets (57.5%) and phone kiosks (42.5%).Twentieth Century Fox came in 10th place with a YOY decrease of 4.65%. Their spend of £7m was divided between 16 films, the top 10 being: Ice Age (17.5%), Titanic (15.3%), Prometheus (13.8%), Abraham Lincoln Vampire Hunter (9.3%), This Means War (9%), How I Spent My Summer Vacation (6.7%), The Best Exotic Marigold Hotel (6.1%), The Watch (5.3%), Diary Of A Wimpy Kid (4.9%), and The Darkest Hour (4%). The spend was mainly split between 96s (31.6%), 6s (27%) and bus (25.5%), with tube (8.7%), rail (3.9%) and specials (3.3%) also used.
- Overall spend is up 7.80% 20122011 YOY6 sheets£143,238,980£136,196,3495.17%48 sheets£71,055,733£69,215,8592.66%Tube£59,760,575£62,034,501 -3.67%96 sheets£60,460,916£56,181,1427.62%Bus£44,688,424£47,395,470-5.71%Airport£25,804,062£18,142,49442.23%Rail£17,036,226£13,487,08326.32%Specials£25,344,000£14,410,77275.87%Miscellaneous Sizes £12,263,912£9,349,65631.17%Taxi £0 £0 - Total:£459,655,517 £426,413,3267.80%
- ‘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-Oct)Channel 4CamelotBarclays Bank PLCMMO220th Century FoxBritish TelecommunicationsHewlett PackardEDFCoca-ColaEstee Lauder UK
- 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
- On May 15th 2012, ADay.org asked people around the world to pick up their camera and photograph daily life. The response was phenomenal with over 100,000 photos from 165 countries submitted in this unique project which reflects how we lead our everyday lives in 2012. The project is supported by many of the world’s leading public figures including Archbishop Desmond Tutu, Sir Richard Branson and Jan Eliasson (Deputy Secretary General of the United Nations). On October 8th, the second stage of the project begins when forty-five of the best photographs taken will be shown around the world in the largest photography exhibition ever staged - reaching an estimated worldwide audience of 46 million over a period of 48 hours. The massive and unprecedented operation, executed by the Posterscope network, will involve 284 digital networks and 73 media partners transmitting the remarkable images to over 85,000 screens across all the major continents. This global synchronised exhibition will kick off on the farthest easterly screen in Sydney, Australia and travel across the world until it reaches the most westerly screen in the USA. Digital Inventory includes the iconic ABC Screen in New York’s Times Square, the Media Wall in Liverpool- Europe’s largest commercial screen, as well as the Harmon Corner digital screen in Las Vegas - the world’s largest full motion LED screen. In all over 2,700 individual pieces of copy will be used.
- Exclusive remixes from NFC-enabled postersSony Mobile is deploying a nationwide NFC-enabled OOH campaign in shopping malls and on roadside, as part of the launch marketing activity for the Sony Xperia T phone. Consumers are able to download a specially-mixed music track from music producer Benga from the sites via their smartphone. The campaign was planned and booked by Posterscope and PHD with JCDecaux. The mall sites also feature directional sound speakers which give a personal preview of the Benga track to the individual in front of the advertising site.
- Kit Kat’s ‘We Will Find You’ promotion sees 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 upon which a GPS device will be activated and a team will be sent out to deliver a £10,000 prize directly to the winner. 3,000 x OOH 6 sheets have been fitted with NFC/QR Touchpoints that will direct 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 hosts updates on the number of GPS bars left, allowing consumers to interact with the promotion via their entire OOH campaign.Posterscope, working in conjunction with Mindshare, JWT and Pragmatica, have delivered this campaign with JCDecaux, Clear Channel and Primesight.
- Channel 4 Hotel ‘peepshows’To promote the launch of their new reality TV show, Hotel GB, Channel 4 wanted to give the public a literal view behind the scenes of the running of the celebrity hotel. Installing peep hole screens at 4 sites across London, allowed viewers to peer through a hotel keyhole and see the celebrities perform comical skits on a digital screen. Each site was fully branded with a hotel door, a welcome mat and hotel wallpaper to give the impression of actually stepping into the hotel. The campaign was planned and created by OMD and Posterscope.
- Hi Five if you’re having chips tonight…CAN WE MAKE THIS MORE CONCISE ?McCains OOH campaign involves strategically targeted sites so the creative message is bespoke to the surrounding e.g. a site near the zoo reads ‘Roar! If you’re having chips tonight’. There are also a number of special build interactive bus shelters and 6’s. The JCDecaux bus shelter which says ‘Hi Five, if you’re having chips tonight,’ and dispense coupons with cheers and whoops after users hi five a giant hand. The special build 6s read ‘Hop, Skip and Jump. If you’re having chips tonight’ with a hopscotch chalked up on the pavement below to encourage passersby to get involved and celebrate having chips for tea. Planned and booked by Posterscope and PHD.
- Seattle-based artist and science illustrator, Marlin Peterson, was commissioned to paint a mural in his city. Rather than paint a standard wall mural, he chose a roof of a building right underneath the Seattle Space Needle. Using an optical illusion technique called tromped’oeil, Peterson painted two giant daddy long-legs on the roof of a building. The monstrous bugs look as if they’re taking over the building when viewed from above, and the Space Needle makes a great location for viewing Peterson’s terrifying mural
- To promote the new Ultrabook and to support their slogan ‘Suddenly Everything Else Seems Old Fashioned’, Intel have invested in twelve wrapped bus shelters containing customised screens with Augmented Reality capability. The specials allow consumers to interact on touchscreen and pick from Medieval, Western and Kung Fu ‘worlds’. Standing in front of the 6 sheet a themed hat is placed onto the users head whilst looking into the screen like a mirror. The user can then choose to take and upload their picture to the Intel Facebook page and are then encouraged to tag themselves in the images. The site also allows the user to enter a competition to win an Ultrabook laptop via a QR code. The campaign was planned and booked through Posterscope and OMD.
- Meanwhile in Covent Garden, Intel’s Project Monument drew crowds with its giant vending machine; dispensing free consoles, laptops and toys from yesteryear. The event also included games and sports from our childhood. Via londonist: londonist.com/...g-machine-in-covent-garden.php
- Rose’s Cabin - The world’s greatest love story just got even greater! On 11th September a replica of Rose’s cabin was launched in Westfield Shepherd’s Bush to celebrate the release of Titanic on Blu-ray / Blu-ray 3D. Featuring iconic props from the award-winning film including Jack’s art portfolio and pencil case, Rose’s hairbrush, mirror and art collection and the dress she wore during the heart rending final scenes of the film. The interactive display allowed Titanic fans to literally step into Rose’s shoes and experience having their portrait ‘drawn’ (fully clothed!), as well as providing the opportunity to recreate the famous ‘I’m the king of the world’ pose on a replica bow of the ship for social media amplification.The campaign was executed by JJP.
- A bottle can do many things if it’s a Strongbow Gold Cider "StartCap." A bar in central Budapest was rigged with RFID readers, antennas and wires which triggered some fantastic surprises whenever a bottle of Strongbow Gold was opened. The cider cap is a RFID bottle-top that connects to a "reader" to trigger something, whether to check you in on Foursquare, turn on the juke box or even fire a cannon.Embed video http://www.youtube.com/watch?v=Kp6JJKbOSeY&feature=youtu.be
- In one of our 2002 newsletters we featured the world’s first dynamic mechanical advertising wall – the Hyposurface. Over the years this has been refined and Seoul-based collective Jonpasang have now unveiled the Hyper-Matrix, a movie theatre where the walls themselves come to life. Three faces of a Korean theatre were covered with thousands of motorized cubes, all of which pulse into glorious, larger than life patterns.
- The Popinator is a fully automated , voice activated popcorn throwing machine that can pinpoint whereabouts a voice originated from, before shooting a piece of popcorn at it for the user to catch. This type of technology could be applied to OOH sites but be careful what you throw!
- Nissan used flat screens and Microsoft's Kinect for Windows technology to allow its customers to explore the new 2013 Pathfinder before it hit showrooms in the US. Customers could explore the virtual vehicle using motion and natural human gestures.
- Light based Graffiti installationTo spread the world about the Little Sun Solar-powered lamp, artist and creator Eliasson created a Sunlight installation at the Tate modern which allows the public to use the lamp to make their own digital compositions. Software then digitally captures each piece of graffiti, and incorporates it into an online spinning globe which participants can access on the internet.
- ‘Stuff we liked’ is a showcase of the best stuff that has come out of Posterscope (and the industry) over the last three months (Aug-Jun)
- In January 2010, Channel 4 was awarded the television rights to show the London 2012 Summer Paralympics in the United Kingdom. In order to celebrate this, and to raise awareness of the coverage, OMD and Posterscope planned a 2 phase Out of Home campaign to run during the 2012 games.The first phase of the campaign launched on the 6th of August amidst the Olympic euphoria and enthusiasm that was sweeping the Country, and consisted of 4 weeks of National 48 sheets, 96 sheets and Underground XTPs. The creative for the first 2 weeks carried the strap line “Thanks for the warm up”The second phase of the campaign started on the 29th of August, just as the Paralympics events were starting. This phase again included roadside and rail static formats, but also utilised digital formats for 11 days on Rail and the London Underground.The unprecedented success of Team GB meant that the interest in the Paralympics and British Paralympics team were extremely high. To keep commuters up to date with the events of the games, Posterscope and The Cloud and Compass worked in conjunction with CBS and JCDecaux, to develop a platform that would deliver live news, updateable games results and medal tables to XTP screens on the London Underground and Transvision screens on Rail Concourses across the Country.The campaign gained worldwide fame when the posters were referenced by both David Cameron and Boris Johnson in their Opening Ceremony speeches to sum up what the Paralympic games meant to them.
- As part of Daniel Disselkoen’s “Re-make Reality” graduation project for the Royal Academy of Art in the Netherlands, he decided to make his daily commute a lot more interesting by using an incredibly simple, low-tech approach to turn the scenery into a game, proving that sometimes the simple ideas really are the best.
- An innovative money-raising billboard from charity Noah, who help protect young seals. The idea of throwing coins at the magnetic billboard to hide the seal-killer generated huge levels of media attention by interacting and engaging with the audience.
- Camelot recently took to the floor of the Manchester Trafford Centre to promote the latest National Lottery scratchcard. An innovative experiential event that encouraged shoppers to buy a scratchcard for an ‘instant win’ was combined with reactive ads broadcast around the shopping centre.Working in partnership with event organisers JJP and media partners, photos of real winners were taken and integrated with bespoke videos within moments of the shoppers taking part. These videos were then broadcast throughout the shopping centre throughout the duration of the event.
- Great placement of Arizona Science Centre’s ‘Never stop wondering’ OOH campaign.
- Audi’s new City Digital showroom can fit inside a typical high-street store or shopping mall and allows a greater number of people to experience the brand and car, in virtual form. Multiple interactive digital walls, controlled by pressure sensor floor plates and tablet-style devices allow customers to create and customise a car and display it on the digital walls in front of them.
- Cheerios launched a DOOH interactive vending experience to invite consumers to reconnect with the brand. Using a vending/photo taking unit, consumers could share what they love about Cheerios, receive a sample box and snap a photo which they received via email to share with family and friends. Simultaneously, on an adjacent LCD Wall, other users could join in on the fun by dragging letters to complete words describing reasons to celebrate Cheerios.
- John Lewis Wraps its StoresJohn Lewis, the official department store of London 2012, has wrapped its Oxford Street and Westfield Stratford City stores in a spectacular fashion, with branded banners as part of its support for the Games. The Oxford Street store has been wrapped with an asymmetric British flag, while a banner displaying medals made out of items shoppers can buy in John Lewis has gone up at Stratford. The campaign, devised by MGMOMD was executed by Posterscope and media owner Blow-Up and forms part of a wider campaign aimed at targeting both domestic and international tourists while they are around the Olympic venues and travelling across the capital.
- BMW launch OOH on the ultimate siteBMW,Official Automotive Partner of the Games, has launched their Olympic Out-of-Home campaign, which comprises of a number of high-profile, high-production spectacular sites, 2D special builds and digital panels, all strategically selected and located to bring to life BMW’s ‘The Ultimate Performance’ positioning. The campaign includes wrapping Morgan House, a vacant 14-floor office block on top of the Stratford Centre, which measures over 5, 500 sq feet and will be viewed by millions of Olympic spectators. The campaign was planned and bought by Vizeum and Posterscope
- McDonalds ‘We all make the Games’McDonald’s have launched their digital OOH campaign which forms part of their overall £10million ‘We all Make the Games’ Olympic and Paralympic campaign. The OOH activity consists of digital screens located across the country, as well as the iconic screen at Piccadilly Circus. All the screens are enabled to allow copies to be uploaded dynamically with a number of copy changes planned for each day which will document and celebrate people, moments and emotions of the games. Content will be supplied by creative agency Leo Burnett’s as well as from consumers with their own images which fit under the heading ‘what kind of supporter are you’? The Piccadilly Circus screen, in addition to featuring live moderated content, will also have a return path which involves notifying the user to inform them their image has been used as well as sending them a video via Facebook. The campaign was planned and bought by OMD and Posterscope.
- Coca Cola dominates underground stationsAs part of its Olympic campaign, Coca Cola has taken over Hyde Park and Marble Arch with its station dominations. The stations are the nearest underground stops for spectators going to events at Hyde Park, which include swimming and triathlon events in the Serpentine and the BT London Live Opening Ceremony celebration concert. Coke’s other OOH activity includes a strong presence at both Heathrow and Gatwick airports - welcoming visitors and athletes to London - a special build on Cromwell Road, the iconic Piccadilly Circus site, the Westfield bridge at Stratford, as well as a variety of other roadside, rail, underground, bus and mall formats.Digital formats will be used to showcase Coca Cola’s range of products at relevant times. The campaign was booked and planned by Vizeum and Posterscope.
- EDF creates largest domination ever seen at Westminster stationEDF’s ‘Helping London 2012 shine brighter’ OOH campaign is concentrated in the key transport hubs for the games.This includes the largest domination ever seen at Westminster station, close to the beach volleyball events at Horse guards Parade, brand takeover at Waterloo Station, with ads appearing above and below the ground on multiple formats, as well as activity at City airport and King’s Cross St. Pancras International station. The campaign which features 15 Olympic and Paralympic Champions, was planned and booked by MPG and Posterscope.
- Panasonic OOH ads feature Getty ImagesAs part of Panasonic’s Olympic campaign,Panasonic is using Ocean Outdoor’s landmark Two Towers East to broadcast exclusive content from the London 2012 Games to showcase its status as an Official Olympic Partner in the Audio Video Category. Panasonic will use dynamic copy change to feature iconic action images from the sports spectacular which will be provided by official Olympic Photographer, Getty Images, using Panasonic’s LUMIX G cameras.In between, Panasonic will feature portraits from its Flag Tags Facebook and mobile app campaign which invites people to show support for their country by virtually painting their faces in their national team colours. The campaign was created by Vizeum and Posterscope.
- As part of the Olympic celebrations, EDF has created a spectacular nightly lightshow on the London Eye, based on the mood of the nation. An algorithm tracks 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 can participate in this interactive campaign through digital and social media activity.
- This fascinating project involved Google partnering with Coca-Cola and Art Director Harvey Gabor, to re-imagine his iconic 70’s “Hilltop” commercial for today’s digital age. The ‘I’d like to buy the world a Coke’ was turned into a reality using Google’s display advertising platform and specially-developed vending machines. In the spirit of the original work, users, via a website or mobile site, could record a message and send it with a Coca-Cola to someone on the other side of the world where it is dispensed from a vending machine along with the message. The lucky recipient can then respond with a text or video message completing the connection. The experiment was used to push the boundaries of how creative ideas and technology can work hand-in-hand, and is proof that great ideas really do come first.
- Bleacher Report is posting its real-time Team Stream content on digital billboards allowing sports fans to interact with the content and to choose updates on any team they want by tweeting @bleacherreport. The ground-breaking technology leverages localised twitter handles to provide a custom feed. Prepare for the battle of the fans!
- This campaign (created by Posterscope Germany, Carat and partners) is a brilliant example of creating excitement and audience engagement around a major, and local, sporting event. For the UEFA 2012 Final, adidas, sponsors of both finalists FC Bayern München and Chelsea FC, turned Munich into a giant polling booth. Fans in Munich (and globally via avatars) selected their teams through a series of ‘choices’ within a designated competition zone, such as pressing a button on a storefront, taking a certain set of subway stairs and even which ice cream sprinkles or coffee cup they choose. Votes were tallied and updated in real-time to a dedicated micro-site, whilst a vast 3D animated projection on a shopping centre facade showed the teams’ popularity ranking. More than 300,000 football fans participated in choosing their team….and you can bet it wasn’t Chelsea.
- What better way to promote the new Acer Ultrabook and demonstrate its many features, than bring it to life using real experiences? The Acer U-Experience tour was an integrated experiential campaign created by the Posterscope network, which took place in the UK, France, Italy and Germany. It involved employing roving reporters who undertook a series of life-changing challenges and documented their experiences on a daily basis across various social media channels, to selected media partner platforms and into a central Facebook app, all connected to the main Acer Facebook page. The campaign was executed by JJP and the Posterscope network.
- New York Subway Comes to Life with Interactive Digital Signage WallFor the dog lovers amongst us, dog food brand Beneful turned a New York subway into an interactive dog park using a 64-foot interactive motion-tracking digital billboard. The animated dogs followed commuters as they passed, enticing them to stop for a game of virtual fetch. The campaign then went one step further allowing, via the use of social media, participants to customise the dog of their choosing and to share on Facebook.
- Thegocompare campaign demonstrates the power of OOH and smart creative have on driving social media
- Canon has become the first client to plan a campaign across Eye's Amplify sites, which transmit information from mobile phone interactions directly to out-of-home owner's clients.Canon: uses Eye Amplify for mobile campaignAmplify allows passengers to interact with more than 8,000 Eye sites in malls and airports worldwide through embedded near field communication (NFC) technology, QR codes and SMS functionality.The first activity will take place at Gatwick and Stansted airports and will gather passengers' mobile data from a digital out-of-home (OOH) unit, in a promotion for the company's EOS 650D camera model.The campaign was planned and bought by PHD International and outdoor agency PSI (Posterscope International) and enables Canon to track response rates and interactivity levels, which Eye claims delivers a fully accountable campaign.There are 206 panels carrying the amplifying platform in the UK. The campaign will include 114 Amplify panels split between both airports.
- Google voice search campaign won the Media Lions Grand PrixBelow is an extract from the award entry (submitted by MGOMD) for the Google Voice search campaign planned and bought by Posterscope and MGOMD.By taking a key strength of digital – hyper relevant context - and marrying it with the scale and ubiquity of outdoor we did something that had never been done before: a broadcast outdoor campaign where every creative execution was relevant to the poster site that it ran on. We zoomed in on every available individual poster site in London, and using Google maps plotted the interesting institutions in the immediate environs. The resultant database became the creative brief. As such, the precise media context explicitly informed the creative execution. Posters in the Square Mile ran “foot-see wun-hun-dred”. Sites outside stadia carried “ley-tistskohrz”. Sites at Baker Street carried “Shur-lokHoemz” Difficult to pronounce stations carried the phonetic spelling as the copy …in total 150 pieces of bespoke pieces of copy across ten different poster formats, amounting to the most complex outdoor campaign ever in the UK.
- A great example of digital flexibility. Within hours of the award win news breaking, Posterscope had produced an ad and had it showing at Bond Street MGOMD’s local tube station...
- PHD/Posterscope campaign for McCain’s took the silver in theOutdoor media lions category...McCain wanted to recreate the in-home experience of their new product direct to the consumers on the streets by bringing them to life through their special outdoor campaign.3D jacket potatoes appeared at bus shelters across the UK, and are set to heat up the nation and set taste buds tingling during the cold snap. When consumers press a button on the poster, a hidden heating element gently warms the potato and releases the mouth-watering aroma of a slow oven-baked jacket potato throughout the bus shelter. The aroma was developed over three months in collaboration with a specialist scent lab to accurately match the warming scent of McCain Ready Baked Jackets. In a media first, the bus shelters will also dispense money off coupons, redeemable across multiple and independent retailers, to make it easier for consumers to trial McCain’s latest product.
- lastminute.com’s ‘For Everyone’ campaign brings to life the firm’s brand promise of making the unattainable attainable for everyone.A bespoke product was built for CBS XTPs to create a dynamic digital Out-of-Home campaign that features the latest lastminute.com branded and social content as well as the most recent top trending lastminute.com offers and location-based marketing.The DOOH campaign, which launched in June 2012, involves taking over 15 CBS Cross-track projection screens on for the entire Friday night duration (18 hours) across a 20-week period (excluding the Olympic period) with the aim of promoting lastminute.com’s ‘last-minuteness’ and creating ‘talkability’.The campaign was planned and bought by Posterscope and MGOMD.
- BBDO launched Asia’s first mechanical air-cleaning hoarding that filters certain harmful content from surrounding air, purifies it and releases the purified air back to the environment.
- Fashion retailer C&A, allowed people to ‘like’ certain items of clothing on the company’s Facebook page and the resulting numbers were then displayed on the relevant clothes rack in real-time enabling customers to view the item’s online popularity in the real world.
- At basketball events across Germany, ING-DiBa created interactive billboards that let members of the public use their smartphones to try and dunk a basketball into a net. Users logged on to a mobile website and pretended to throw the ball with their phone in hand. Facebook friends got a notification, so they could follow the games through live screens and cheer for their friends which was then acoustically transmitted to the billboard.
- ‘Listen Here’ gives people a chance to hear audio from all over town through an interactive map. Using microphones at different locations, which transmit data to a central map, they simply point at a location on the installation to hear live ambient sound from around the city. Plenty of scope for OOH campaigns using this technology.
- Visitors encouraged to Tweet a gift cloudA mall in Brazil highlights its open air facilities by offering Gift Clouds. Visitors to the shopping centre were encouraged to tweet their choice of gift cloud, see it created and then released into the sky above the mall. A Facebook app ensured those not present could also get involved. 40,000 website hits were received and more than 10,000 tweeted clouds created.
- Digital Downloads create Physical Action To promote their new streaming radio station, Coca Cola Columbia hosted a live concert where a band was suspended 50 metres above ground. Downloading songs onto mobile devices triggered the gradual lowering of the band onto the stage. The event achieved around 50,000 downloads in an hour and reached over 16 million people through earned media.
- Lynx Creates The World’s First Invisible AdFor the launch of Lynx’s Anarchy for him and her deodorant brands, LED screens were placed in the windows of an abandoned terraced house in Sydney, showing videos that included couples in steamy embraces, swimming dogs, etc. However, the videos could only be viewed when wearing the special polarized sunglasses which were distributed to the passersby.
- Goertz: Outdoor Virtual Shoe storeUsing Microsoft Kinect sensors, German shoe retailer Goertz turned OOH into a retail space enabling people to ‘virtually’ try on any shoe from the Goertz catalogue. Social sharing was built into the experience via Facebook and a QR code, connecting users to the mobile commerce site with the shoe, size and colour ready for purchase and next day home delivery.
- Punch a PosterTo showcase the durability of its backpacks, EVOC created the ‘indestructible billboard’’ which consisted of an EVOC backpack attached to the centre of a poster on a bus shelter in Berlin. Shoppers and commuters were then invited to test the bag’s shock-absorbing qualities by punching, kicking or slamming themselves into the poster. The bag was fitted with a device that measured the amount of force used and sent photos and scores of the participants to Facebook for sharing with friends.
- The Guinness QR Code GlassQR codes on these pint glasses can only be activated when filled with Guinness. Scanning the code with a smartphone creates tweets about the pint, status updates, Foursquare check-in’s, downloads coupons and promotions, and can invite your friends to join you.
- A nice experiential campaign from Scotch-Brite To engage a younger target audience, Scotch-Brite teamed up with several popular restaurants in São Paulo. When people got their bill they received the opportunity to either pay or wash the dishes with Scotch-Brite sponges.
- To celebrate the launch of the new Avengers Assemble movie, Disney created a live art experience in London’s trendy Old Street. Over the course of four days, artists painted the eight iconic Marvel characters on to a 96s poster site. The order in which the characters were painted depended upon a public vote which was facilitated by twitter. Fans could tweet who they wanted to see created on the billboard by tweeting a unique # tag, one of which was created for each character. The entire project was broadcast live online where fans watching from home or work could feel immersed within the experience. The activity which ran for two weeks clocked upwards of 1 million viewing minutes on the online live broadcast site.http://www.youtube.com/watch?v=mzYiCR9iNuA&feature=relmfu
- As part of the ‘Make with Red Stripe’ art project, they worked with street artist, Filthy Luker, to create a 17m Space Invaders installation on Manchester’s town Hall. The public can play the interactive game by pressing giant buttons to activate LED lights, bringing the invaders and laser cannons to life.http://www.youtube.com/watch?v=gQpOl6PObs0
- Hug a vending machine for a free cokeCoca cola introduces gesture based marketing in Singapore where a Coke vending machine dispenses free cans of coke when hugged. http://www.youtube.com/watch?v=38Wn-tMeqUs&feature=player_embedded
- Train timetable shows time in hamburgersA Timetable at Warsaw Central Station shows waiting time in McDonald's hamburgers, cokes and fries you have time to eat before your train leaves. It estimates delays and gives McDonald's opening hours.
- To launch the FCell, Mercedes Benz' Hydrogen cell fuel engine they created an Invisible Car for all to not see. By connecting a camera on the one side which transmitted images to the opposite side which was covered LEDs they were able to make the car blend in with the environment.http://www.youtube.com/watch?v=ZIGzpi9lCck&feature=player_embedded
- To launch the TV channel TNT in Belgium a big red push button was placed on an average Flemish square of an average Flemish town. A sign with the text "Push to add drama" invited people to use the button and then the fun began. Ambulances, shoot-outs, baseball players, etc. they were all there! http://www.youtube.com/watch?v=316AzLYfAzw&feature=youtube_gdata
- A Mini campaign for LegoTo promote Legoland’s Windsor Resort Mini breaks, the company created a miniature billboard campaign made of Lego. A good example of bringing the proposition to life.
- World’s first virtual supermarket opens in SeoulTesco and Samsung took the subway platform supermarket concept to the next level with their virtual HomePlus grocery store which offers around 500 products that customers can order and have delivered to their home by scanning QR codes with their smartphones.
- Tommy Hilfiger Denim introduce interactive window shop…Tommy Hilfiger Denim wanted to generate awareness of a sponsored concert, and drive ticket sales through their retail outlets, whilst also promoting the brand. Posterscope Spain designed and developed an interactive shop window display which was installed in the main Tommy Hilfiger Denim store, in one of Madrid’s main pedestrian shopping areas. As well as obtaining information about the concert and the brand, consumers could take a photo of themselves via the integrated camera, which they could immediately upload to Facebook.
- Mercedes ‘Key to Viano’ CampaignThe ‘Key to Viano’ campaign allowed passersby to control digital billboard content in the Berlin underground Friedrichstrasse station, by pressing the button on their remote car keys. If anyone captured the film clip on the OOH screen while it showed a Viano with a chauffeur they won a chauffeur-driven ride to their destination.
- Orange have unveiled ‘Quick Tap Treats’, the UK’s first mobile contactless retail reward scheme in partnership with the EAT restaurant chain which allows around 200,000 customers with NFC enabled handsets to tap their phones on NFC enabled posters to play a game and receive a free treat each day.
- At theHeineken Open’er festival, festival goers could create customised QR code stickers that attendees could wear and scan to spark up a conversation. The codes became ice breakers to make the concert going experience more social and fun. 5,000 codes were created by attendees.
- To raise awareness of 10 years of Guantanamo Bay, Amnesty International used a large digital screen in Stockholm and an ipad. Sliding the ipad caused the red LED strip lighting on the screen and building behind (representing prison bars and the American flag) to disappear ‘unlocking’ the prisoner. The signatures then appeared on the screen with the word thanks.
- Plan UK and Clear Channel used a bus shelter equipped with touchscreens, sound and facial recognition technology to highlight the plight of the world’s poorest girls. The ad determined whether the person in front of the screen was male or female and served relevant content based on gender. Viewers could feedback at #choicesforgirls.
- Eurostar launching a “live” advertising platform in a move to integrate social media and consumers’ conversations into its mainstream advertising.The Eurostar Live platform launched on the 23 February with a campaign promoting the international train service’s connection from London to Amsterdam, via Brussels.Eurostar has developed the campaign to help customers travelling around Europe to share experiences and advice with each other, and make sure the brand is part of the conversation. The technology will integrate real time comments about the brand, its services and destinations, into its outdoor ad campaigns running on digital outdoor screens in London.The campaign was planned and bought by Arena and Posterscope with technology provided by Cloud and Compass.
- To promote M&S’ Valentine’s Day products they ran a single Augmented Reality billboard in Waterloo. Using Aurasma’s AR technology, the AR experience allowed viewers to view M&S products available on Valentine’s Day and Katya – the model on the billboard – came to life to offer a little extra Valentine’s Day inspiration. Staff on the ground encouraged participation. Planned and bought by Walker Media and Posterscope.
- Fox chose Clear Channel’s iconic Cromwell Road site to launch the latest release from Lucas Films. Star Wars 3D took full advantage of the impact and creative flexibility provided by the run of 6 x 96s to boldly showcase assets from the film. Planned and bought by Vizeum and Posterscope.
- ESPN had a requirement for live Twitter feeds to run during the 3rd round of the FA Cup. ESPN viewers were invited to comment live and their tweets were immediately shown on screen in the heart of Manchester city centre on Forrest's fully animated digital screen. Planned and bought through Arena and Posterscope.
- Order Pizza from a poster........Domino's Pizza has launched a six-sheet poster campaign using Augmented Reality (AR) technology from Blippar, to bring its latest 555 pizza deal to life. The campaign, created by Arena Media and Posterscope UK, consisted of over 6,000 sites across the country and allowed users to download deals for their nearest Domino’s store, get the Domino’s mobile ordering app, become a Facebook fan and view their local menu, just by viewing the poster through a smartphone using the Blippar app. The different features of the six sheets ‘jump’ off the page when viewed through the app. Non-Blippar users simply see Domino’s current 555 deal .
- The pretty Polly OOH campaign includedstrong online elements including promoted videos and behind the scenes content on YouTube, a partnership with the Halftone iPhone app and targeted Facebook advertising.All House of Holland for Pretty Polly tights featured in the campaign are available to buy from the new f-Store at www.facebook.com/prettypolly or at the new Pretty Polly Pop Up Shop in Covent Garden Market open from 17th October 2011 until 31st January 2012. Planned and bought by Posterscope and MGOMD.
- A MINI Countryman was placed on a 15% slope at the Brussels Motorshow, hanging only by a thick rope. A Bunsen burner was placed under the rope and each person Liking the Facebook page initiated a short burst of flame. The person who brokethe rope wonthe car. Bought by Posterscope Belgium.
- 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.
- Mobile devices are changing the landscape of the Internet. In fact, it’s growing at a rate that is unprecedented. In a recent study by VC firm Kleiner Perkins, analyst Mary Meeker predicted that mobile browsing will exceed desktop browsing in less than 5 years. 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
- And the number of people accessing the internet OOH will continue to increase. According to Garter by 2011 85% of new handsets will be able to access the mobile web and by 2012 mobile internet users will exceed desktop users globally (Morgan Stanley 2010).
- This changes how people behave when OOH, and also how they interact with OOH.
- 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...
- In fact (through convergence) OOH these days can allow you to ....watch somethingFor Peroni Posterscope created a working cinema on a poster site and amplified this with an additional customised build on a 96s to increase the number of impacts. We used the Old Street cluster of 3 sites from JCDecaux to house the build and cinema seating. The centre panel acted as the screen with the flanking panels used to amplify the activity and draw attention to the activity. Staff were inviting the public into the 17 seater auditorium where they can watch the film Senza Tempo. Planned and bought by Posterscope and MPG.
- Watch Something....Headlines from Channel 4 News broadcast....combined with tweets and blogs from C4 News presenters
- Be the star...Milky Bar created a mobile app to allow people to turn themselves into the Milky Bar Kid and upload the images to Facebook. Participants were then featured within video ads across TV, online and digital out-of-home.
- Get recommendations....Here the poster takes on interactive characteristics & demonstrates mobile experiences. 20 sites nationally promoting Yell’s mobile app showing consumer generated reviews from the Yell website & local business info. This covered restaurants, cafes, bars, hotel, taxis and shops and was constantly updated with the latest reviews. All consumers had to do was touch a location for a full review.
- Drive search.....adidas’s WE ARE LONDON campaign drove online search with the ‘We Are London’ tag line clearly branded. The strong copy and localised feel of the creative helped to drive search, whilst the URL on the poster drove people straight to the ‘Adidas Original’s Facebook page and the competition entry site. Here you were prompted to upload your own videos and photos to show why ‘You Were London’, with the winner of the competition then appearing on a banner site in the heart of Camden four weeks after the campaign launch and continuing the online/offline relationship.
- Drive Search visually
- Or drive search by voice.....Googlesearches in London for the term voice search’ more than doubled versus the rest of the UK
- Check in....Here, Coke dropped hints via foursquare & twitter about the whereabouts of some special bottles in certain vending machines. If you checked in on foursquare & found the bottle (by entering a code), Coke contacted you with a prize. This could also be done via poster sites.
- Check out....Tesco Homeplus wanted to become the number one store in South Korea without increasing the number of stores. As time-poor Koreans 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.
- Connect...To kick off the UK football season, ESPN , the American global cable television network focusing on sports-related programming, worked with Arena Media, Posterscope UK and LocaModa to create an innovative OOH campaign to actively engage fans and continue the dialogue with them from TV screens, online and mobile devices. 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.
- Connect across the country.....Residents 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.
- Or across the world....To promote Five’s American-themed digital channel, FIVE USA, and reinforce its strapline: “Are you watching America?” We createdthe first-ever live international outdoor advertising campaign, involving a live video stream from the streets of New York to a London Underground XTP screenThe broadcaster has acquired the use of an entire platform of London’s Oxford Street tube station, onto which it is projecting a live video feed of people journeying though Times Square in New York.
- Relfect...Jell-O’s 3D billboard in New York City has been monitoring people’s moods via Twitter by searching for the ’s and ‘s from around the world in real time and then expressing the general mood through a 3D mechanical face that smiles or frowns appropriately. Jell-O are also trying to make the mood better by giving away free pudding at random, whenever the national average falls below 51%, to Twitter ‘frowners’ who respond by typing .
- Join in.....In April, Beck’s celebrated a 25-year association with the artistic community by dominating the OOH landscape in Shoreditch, London. Large format billboards were used alongside uniquely commissioned high-impact sites at Shoreditch and Hoxton stations to showcase some of their most iconic bottle labels of the last 25 years.. Most interesting was the facebook competition which invited artists of the future to submit their own Beck’s label design, with the 6 winning entries painted live on a series of mural sites on Great Eastern Street. A time lapse video of the winning designs can be seen here: http://www.youtube.com/watch?v=rL8_yxkTmhQ
- 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!
- Pay it...A central London bus shelter was fitted with an interactive 42″ HD screen and an oversized moulded donations pot – when a charitable member of the public placed money into the donations pot, the girl on screen responded by looking at the person and smiling and a thank you message appeared.
- Start a conversation.....To promote the launch of the UK edition of the Huffington Post, the US news and current affairs website, Posterscope UK in partnership with Total Media, created and implemented a dynamic digital OOH campaign that reflects the ‘real-time’ nature of the brand. The campaign, which appears on digital screens across a number of mainline stations, invites the public to tweet their opinions and views on news topics which change on a daily basis throughout the 10 day campaign. The tweets are then played out live on the screens via a genuine automated system. The campaign also included mock newspaper stand sellers encouraging the commuters to “blog all about it”.
- Or end it!Puerilebut funny none the less, it does illustrate the potential impact of any message in the full glare of the public.Witness this single poster in the heart of Manchester which prompted the hairdryer treatment from one Mr Ferguson, who was in the Far East at the time but was still aware of it.
- Try it....To illustrate the potential of NFC Posterscope, partnered by Nokia, O2, Proxama and JCDecaux launched the UK’s first NFC-enabled poster campaign to promote the release of 20th Century Fox’s forthcoming blockbuster X-Men First Class, starring James McEvoy. Each site has a pre-programmed NFC chip affixed to the rear of the poster which enables the consumer to access immediately the latest film trailer, produced solely for this project. By simply holding their NFC enabled handset over the poster the viewing of the trailer over a 3G connection is instant.Posterscope have undertaken a trial of NFC technology on London poster sites that allows those with a Nokia C7 or Google Nexus S to touch their phones against a poster to immediately trigger a mobile video and facebook ‘like’ button.
- Buy it....Here a series of interactive flower displays for London commuters were created to promote its mobile website and three hour delivery service. The large canvasses of popular flower bouquets were being used to encourage commuters to use their mobile to buy Mum flowers and receive 10% off. With an easy QR scan which is found on the informative postcard and also overlaid on the canvas bouquet, users were taken straight through to the mobile site to book there and then.People are also encouraged to tweet @MercuryMan, Interflora's Messenger God, to explain why their mum deserves a bespoke bouquet worth £1,000.
- Purchase DVD’s from bus shelters......20th Century Fox, in partnership with HMV, launched their first virtual shop using 6 sheets and QR codes.Seven bus shelter sites located in major cities across the country provided consumers ‘on the go’ with a simple and convenient way to start their Christmas shopping – tapping into moments when, and where, they are frantically shopping for gifts and need ideas for gift solutions. To activate the outdoor site, users scanned the QR code on the poster of the chosen Blu-ray or DVD with their smartphone. The phone immediately launched hmv.com and the selected product page, and users could then click to add the product to their basket, and check out.
- Buy it...The Pretty Polly campaign centred around an outdoor and press campaign featuring the Queen of Hosiery, Jessie J. The posters directed people to the F-Store so for the first time in Pretty Polly history, girls could buy tights direct from them. Planned and bought by Posterscope and Good Stuff.
- Get a discount…..This campaign for fashion brand Semir (by Heartland-Posterscope) to raise brand awareness and drive sales, involved using selected LED screens around Semir stores to run an integrated OOH and mobile phone campaign. The LED screens, which appeared in 20 markets, showed scrolling icons including a T-shirt icon which, when photographed with a cellphone, issued a voucher to be redeemed when shopping in Semir stores.
- 2012 is set to be the year that NFC moves towards the mass market, as it is incorporated into more devices in more markets than ever before, making the real world every bit as clickable and transactional as the online world.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 new 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=ORkuWJcJpXo
- The study, conducted in Feb 2012 in the UK and USA, consisted of almost 1,000 online interviews with smartphone owners who had used at least one of the following seven technologies on their devices: Quick Reader (QR) codes, Mobile Bluetooth, Barcode Scanner, Augmented Reality, Visual Search, NFC and Mobile payments. In addition, half of the respondents had used at least one of the technologies to interact directly with advertising.The infographic is available on Pioneering OOH (Don’t Believe the Hype)
- 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.It’s well worth a look...
- Other reports from Posterscope include:The rise of social media, especially on mobile devices has the potential to act as a key competitor for OOH budgets in the future but it also presents us with a massive opportunity. We need to therefore better understand the role for OOH in a world where consumers are finding it easier to connect to content, information, brands and each other. Smartphones, social and screens OOH six future defining themes - Posterscope presentation from International Advertising Association - Future of Media seminar.NFC News and Views.OOH and TV
- Geography of Time (GoT), a Posterscope research project due to launch in November 2012, is a project of two parts. A 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 can create some very interesting insight. Also the data from both surveys support each other, adding confidence in the results.
- atmAd launches new planning tool atmAd, the UK’s largest national digital media opportunity of over 7,000 screens providing intimate engagements with over 50 million people every month, is pleased to announce the launch of its new website which includes new tools to help media planners.With so many different opportunities and the recent high growth of digital out of home media, it is getting increasingly difficult to understand what media will help to deliver every unique campaign’s objectives. Recognising this, atmAd has re-built its website from scratch to include several tools which make it simple, easy and quick to understand how atmAd can assist in achieving a campaign’s objectives. The new ‘Planning Tool’ guides you through four simple steps from location to which customer journey you wish to engage with. The end result provides an easy to digest overview of how many forty second, intimate engagements you can achieve based on your campaign’s criteria. As a fully accountable media, atmAd provides these figures based on actual performance as opposed to complicated audience models
- Art of Outdoor Invites Clients & Agencies to see Best in DOOH CreativitySeptember 24, 2012 The best entries in Ocean Outdoor’s Art of Outdoor Digital competition, which rewards innovative and creative work in digital out of home (Dooh) advertising, will be showcased at the IMAX cinema in London on 11 October.The judging process takes place this week and the winners will be announced on Thursday 11 October when Ocean, in association with Brand Republic, hosts an awards ceremony at the IMAX cinema.Europe’s biggest screen will be used to showcase the best of UK digital out of home creative.
- DCM and Primesight roll out interactive cinema six-sheetsDigital Cinema Media (DCM) has partnered with outdoor media owner Primesight, to install 100 interactive six-sheet panels across DCM’s cinema estate in Cineworld, Odeon and Vue.The art units are hoped to bring brands closer to their consumers by providing more creative opportunities for advertisers to deliver more effective, targeted campaigns. Allowing for two-way communication with the cinema-goer, brands will be able to tailor messages to the user with touch, Wi-Fi, NFC (Near Field Communication) and QR code embedding.The network of interactive panels will be located in high traffic cinema foyer areas attracting a predicted monthly footfall of 2.5 million.Birdseye are the first advertiser to use the panels with several other already lined up to take advantage of the new technology.
- Two new ‘moving media’ channels at HeathrowJCDecaux Airport has added two new examples of ‘moving media’ to its Heathrow portfolio. The first is the dramatic Terminal 5 Digital Towers, the largest format digital screens in the airport, visible throughout check-in and from the retail heart of the terminal. The second is the opportunity to wrap the new Personal Rapid Transit (PRT) pods which transport business passengers from the business carpark to Terminal 5. Carrying some of Heathrow’s most influential audience, the pods are visible from one of the airport’s busiest roads as well as carparks and the terminal itself.
- Premium outdoor media owner Ocean Outdoor launched four new large format sites in Manchester city centre as part of its own ‘top ten UK cities’ growth plan.Ocean unveiled the Portland Tower in Portland Street, a state-of-the-art double sided digital 3.1 x 5.8 metre tower and the Media Wall@Printworks, a 15 x7 metre full motion digital screen at the Printworks.Both screens have been developed to dominate key audience pinch points – the Media Wall@Printworks is located in the heart of Manchester’s retail district and The Portland Tower dominates one of the main arterials in the city centre.
- Outdoor Plus are launching a new digital site in Brighton opposite the main train station exit and also the bus terminus which benefits from a high footfall of pedestrians leaving the station heading to the main retail area of Brighton including ‘The lanes’ and on to the Sea Front. It’s also seen head on by traffic heading into Queens Rd or dropping people off at the station, and as it’s on the traffic lights it has a high dwell time.
- Boomerang Media is launching a national health club digital 6 Sheet network - called HC-D6 - through 100 private health & fitness clubs from September 2012 The launch comes hot on the heels of Boomerang winning a media contract with one of the UK’s fastest growing health club chains, Pure Gym. The new HC-D6 network will include Pure and other notable high footfall health clubs situated in key towns and cities with at least 50 clubs in central London.With 50” HD LED screens positioned in high profile positions, Boomerang will be able to offer bright creative dynamic content with great contextual capabilities and interactivity/connection to online/mobile campaigns through image recognition applications and QR codes.
- CBS Outdoor are investing in 32 digital assets at 20 of their key National Rail stations – with a view to have this completed by September – ready for Q4. This will strengthen their digital portfolio, enabling them to offer digital campaigns on a national level.Stations included are as follows:• Glasgow (Central, Queen St & Charing Cross)• Edinburgh (Haymarket) (Spring 2013) (the 32nd unit!)• Paisley (Gilmour St)• Newcastle (Central)• Liverpool (Central)• Manchester (Victoria & Oxford Rd)• Luton• Bedford• London (Blackfriars)• Reading• Slough• Oxford• Maidenhead• Bristol (Parkway)• Cardiff• Newport• Swansea
- Conducted in eight countries and canvassing the views of 1600 respondents, JCDecaux Airport’s global research project, Airport Stories, provides compelling new evidence that UK travellers are switched on to the brand benefits of digital media. UK respondents were 45% more likely than the average to believe that digital screens help a brand stand out from competitors. 46% of them agreed that digital created a modern brand image and 42% stated that brands using airport digital cement their position as international operators. As this HEX Motion+ campaign for BP demonstrates, digital comes into its own for big, national events enabling topical, eye-catching copy and interactive messaging.
- JCDecaux Airport has created full time Broadcast Networks and time-sensitive Business Networks (Monday to 5pm Friday) and Weekender Networks (5pm Friday to Sunday) in the Departure lounge, and Impact digital sites in Arrivals.Over 8.8 million passengers travelled on Eurostar last year, with a third of passengers travelling for business.