2. We are the leading global out-of-home
communications agency
Delivering compelling, creative,
quantifiable out-of-home
solutions which make a
meaningful difference to our
clients’ businesses
4. Delivering global scale
$2.2bn worldwide billings
700 people
48 offices
27 countries
Americas
USA
Asia
Australia, China, India,
Indonesia, Malaysia,
Singapore, Taiwan
MEA
Dubai, Kenya,
South Africa
EMEA
Belgium, Denmark, Finland,
France, Germany, Hungary, Italy,
Netherlands, Poland, Portugal,
Russia, Spain, Sweden,
Switzerland, Turkey, UK
5. And global consistency
Servicing and Support
Consumer Insight
Campaign Proposals
Trading and Implementation
Delivery and Analysis
6. Via an integrated brand proposition
Re-inventing and re-building
the brand experiences that
happen in the physical world
and are amplifiedthroughout
the digital space.
Experts in understanding
the connection between
out-of-home, mobile and
digital technologies.
Experts in understanding the
consumer in the airport using
insight and data to drive
brand and business growth.
8. We live in a fast-paced world
New technologies
are continually
emerging
Formats are
converging
People expect
to do anything,
anywhere
Media is not
only bought,
but earned
and owned
Data is the new
raw material
Businesses and
markets are
converging or
fragmenting
And there is
increasing
global mobility…
10. Media, technology and content
are converging
Mobile etc
Laptops
Posters
Tablets
Retail media
& assets
Owned OOH
(e.g. delivery
vehicles,
buildings)
Public
spaces
Networked Video
Screens / Cinema
11. Media, technology and content
are converging
Mobile etc
Laptops
Posters
Tablets
Retail media
& assets
Owned OOH
(e.g. delivery
vehicles,
buildings)
Public
spaces
Networked Video Screens / Cinema
Services
Content
Technology
Ads
Physical
Experiences
Platforms
Apps &
Games
Data
Commerce
& Coupons
12. Everything is inter-connected and
inter-dependent
Our role
is to…
help clients
to navigate
this…
…to
identify
and to
secure
the right
opportunity
13. We are re-defining out-of-home
OOH
Convergent
strategy and
activation
Understanding
the
connected
consumer
Evolving
real-time
out-of-
home
Harnessing
the value
in big data
Focus on
performance
Influencing
digital
behaviour
14. Through solutions rooted in consumer
insight…
Sponsorship
Reach & Reaction to OOH Advertising
Attitudes
Demographics
Travel
Attitudes to
Advertising
PR
Places Visit Regularly
Places Notice
Advertising
OOH Online Activities
Word of Mouth
Brand Perception
Locations Search
Online
Decision Making
Other Media
Promotions
OOH Events
Thoughts While
Travelling
Lifestyle Indicators
Sampling
16. To deliver tangible results to our
clients’businesses
Drive
WOM
User-
generate
d content
Prompt
consideration
Change
perception
Drive
search
Build
Awareness
Grow
sales
Urge trial
Impact
at POSImpact on
social
media
31. For more about us
and what we’re up to go to;
pioneeringooh.com posterscope.com psiad.com
psliveglobal.com
@Posterscope
32.
33. Meet the team
Annie Rickard
C.E.O.
Liz Jones
ManagingDirector (PSI)
Helen Keable
Marketing Director
Nick Davis
Client Service Director
Tom Kerr
Global Client Director
Robyn Adams
People & Training
Director
Keith Roberts
Product Development
Directors
James Davies
Strategic Development
Director
David Gordon
Global Insight Director
Chris O’Donnell
Global Commercial
Director
34. Our own journey
Past
Disparate industry
Present
Consumer-centric
connected
1970 1990 2000 2013
Past
Disparate
Industry
Present
Consumer-centric
connected
OOH
Communications
OOH Planning
& Buying
Outdoor Planning
& Buying
Advertiser PosterscopeAgency
Poster
Buying
Advertiser
Agency
Partners
Posterscope
Notas del editor
We strive to be pioneers of OOH internationally – providing effective Out-Of-Home solutions to achieve positive business advantages for our partners.We are not an media owner… but a specialist – we plan, buy and implement global OOH solutions on behalf of multiple clients and agencies. As the leading airport specialist globally, we invest over EUR 80m across 130+ terminals. For city-based inventory, we access our network of 47 offices in 28 countries to deliver consistent client solutions. All of this underpinned by proprietary consumer insight and the latest market intelligence.
We offer a high standard of servicing and support, easily accessed centrally. This is underpinned within our Service Level Agreements with clients.We use unparalleled levels of consumer understanding to fuel our planning. Our bespoke OCS study is the World’s largest OOH consumer survey, with over 100,000 respondents. Our leading position in the market means we also have access to an extensive range of the latest industry research. We conduct regular competitive reporting across the top airports / spending categories worldwide.The proposals we issue to our clients contain all information they may require, delivered in a consistent templated format.We have a suite of bespoke Trading Intelligence tools - ensuring we understand current market performance, can forecast its future, and have benchmarks to ensure our clients are indeed paying the best price. We have a site grading tool, using weighted visibility factors to ensure effective and standardised measurement across their OOH portfolios. We deliver POI documents and can for certain relevant activity also provide ROI reporting such as site impressions, visitor numbers / comments, staff logs of services used, samples distributed, data uploads / downloads, website hits, CPC, buzz / PR / earned media measurement, and sales data. Through the trading tools we have, we can work with clients and theirdata to plan better and optimise delivery.
We live in a world changing at dramatic pace… Innovations are changing the way audiences consume media, almost overnight. For example, the iPad has been the most quickly adopted non-phone electronic device ever recorded (source: CNBC / Bernstein Research). Formats are converging... For example, the humble poster is no longer this in a traditional sense… it can be a TV or a website, or a transaction point or a gaming console. Similarly, experiential activity is transforming - combining interactive content, video, mobile and social activation. And of course phone handsets themselves can now do many of these things and more…There is a huge race amongst payment-services brands to dominate the mobile commerce platform. People are increasingly expecting to be able to do anything, anywhere. The content brands are using to communicate to audiences with is also changing – many used to rely largely on a bought media model, but are now increasingly incorporating owned assets in strategies, plus driving earned sharing / exposure. Data is the new gold in identifying exactly where, when and how to engage these audiences. To plan effective multi-market campaigns requires efficient use of a wealth of local, proprietary and global data. Whereas the variety of communication channels that consumers have access to is fragmenting, businesses are increasingly centralising their media planning, ensuring consistency in the way their brands talk to ever-more-mobile audiences. This mobility is on a global scale, by both land and air:51%+ of global citizens already live in cities... by 2050 this will rise to 70% (source: UN World Urbanisation Prospects 2009 Revision)Global airport traffic will rise from just under 5.0bn in 2010 to 6.3bn by 2015 (source: ACI Global Traffic Forecast 2010).
So what we have here is very much a bought, owned and earned OOH ecosystem of media, technology, content and experience, with lots of interconnected and interdependent parts
For Tourism Ecuador in 2011, we leveraged one of the most stand out sites in New York’s Times Square – The American Eagle. Comprising 12 individual digital screens and measuring nearly 69m high, this unique holding effectively communicated Ecuador as a truly matchless destination. For Hyundai in 2011, we created a permanent giant digital holding at London’s iconic Piccadilly Circus, as part of a 5-year deal.
Credit Suisse and PSI have worked together for a number of years,executing long-term airport buys in key financial hubs. Credit Suisse had always been fairly traditionalin their media preferences – opting for large format, high-impact signage, but this is a highly cluttered category, with lots of big advertisers making true impact difficult. We thereforewanted to help Credit Suisse achieve this stand out by executing increasingly engaging consumer activations. We used OCS data to demonstrate just how tech-savvy their audience profile are, and secured wi-fi sponsorships across London City Airport and LHR BA Business Lounges to cater to this. Importantly, we incorporated supporting signage into our plans, in order to make passengers fully aware that this sponsored service was available to them. As a result, wi-fi usage rose 224% within London City Airport alone, and there was significant social media commentary on what a welcomed service it was – ‘wi-fisponsored by Credit Suisse proves those investment banks aren’t all bad’.
The Nissan ski campaign took place over 5 season’s within multiple ski resorts throughout Europe, each year reaching circa 24m visitors. In latter campaigns we provided a truly accountable engagement platform, not merely a branding exercise; cementing Nissan as a brand focused on extreme sports and those consumers who like to do them. Activity comprised: extensive in-resort collateral, product placement, en-piste experiential, en-piste signage, apres-ski events, brand ambassadors in resort, and social media tie-ins (achieving circa 70% SOV within resorts as-a-whole).Thus activity fully embraced the bought, owned, earned model: Bought: securing traditional and non-traditional poster formats to dominate resort landscapes. Owned: building ‘Nissan Prove It’ challenge pistes. Earned: stimulating further conversation about / advocacy for the brand – everything skiers did Offline could be followed Online, with the opportunity to download footage from their runs, and encouragement to share this content with friends via Facebook and other social platforms. Activity resulted in the creation of the largest ever Flickr account, with 1m+ pictures uploaded.
The Nissan ski campaign took place over 5 season’s within multiple ski resorts throughout Europe, each year reaching circa 24m visitors. In latter campaigns we provided a truly accountable engagement platform, not merely a branding exercise; cementing Nissan as a brand focused on extreme sports and those consumers who like to do them. Activity comprised: extensive in-resort collateral, product placement, en-piste experiential, en-piste signage, apres-ski events, brand ambassadors in resort, and social media tie-ins (achieving circa 70% SOV within resorts as-a-whole).Thus activity fully embraced the bought, owned, earned model: Bought: securing traditional and non-traditional poster formats to dominate resort landscapes. Owned: building ‘Nissan Prove It’ challenge pistes. Earned: stimulating further conversation about / advocacy for the brand – everything skiers did Offline could be followed Online, with the opportunity to download footage from their runs, and encouragement to share this content with friends via Facebook and other social platforms. Activity resulted in the creation of the largest ever Flickr account, with 1m+ pictures uploaded.
As part of Tommy Hilfiger’s 2010 campaign activity promoting their new Paris store opening, PSI literally took their brand imagery to the streets, with professional models and Basset Hounds parading up and down the Champs Elysees. This attracted the brand attention especially with no other stand out OOH opportunities within this area of the city.For the opening of the new Tommy Hilfiger store on Brompton Road during Christmas 2011, PSI created spectacular event support by organising four nights of 3D mapped projections onto the store front. This was accompanied by fully wrapped taxis topped with illuminated bows – a media first – plus domination of Knightsbridge tube station.
In 2012, UK Trade and Investment wished to implement a global airport campaign targeting key decision makers in areas with a high number of UK-bound flights. PSIdelivered a range of iconic solutions for them, with activity running from January - August 2012.
The key focus for Canon was to raise awareness of their 600D camera, therebydriving sales.We recommended focusing on Airport, Underground / Metro and Shopping Mall digital formats in order to reach young, affluent adults in close proximity to retail units across the UK, France and Germany. Activation in Airports incorporated NFC trial, enabling passengers to engage with the sites, learning more about the product via this technology.
Our team has for the past 5 years worked with Vizeum Paris to help Total Oil promote their F1 relationshipto the C-Suite community. Activity comprises airport domination signage and experiential stands; executed on a city-by-city basis, to coincide with the F1 calendar. The campaign objective is to raise overall awareness for the Total brand and its sponsorship of the Lotus Renault F1 team, plus educate the audience regarding Total’s particular role in F1 – its goal to innovate, providing cleaner and more efficient energy solutions. The latest stand features high spec simulators, green screen technology for passengers to have their pictures taken with RomainGrosjean, plus iPads on which the audience can play Total’s F1 Facebook game and win a range of branded prizes.
Emirates Airlines wished to launch a multi-year brand campaign in July 2000, to coincide with their first A380 flights from Heathrow Airport. A model Airbus A380 was constructed at the gateway to the Airport, to unveil this long-term presence. The model is an exact 1:3 scale of the real A380, the World’s largest airliner. It weighs more than 45 tonnes, has a wing span of 26m, and a length of 24m. The plane was constructed in California and flown over in 11 pieces on an Antonov 124, the World’s second largest aircraft. It took 3 weeks to install on site.PSI managed the entire project for Emirates – from site permission sourcing, to design, to construction, to installation.
Zurich wished to promote core brand credentials - helping meet the needs of London and Frankfurt business audiences.The stands’ offering included concierge services, free internet access, secure phone charging, printing facilities and shoe-shining. Considerable levels of interaction and positive brand reflection resulted.Stands were considered an integral feature of the airports’ offering – becoming some of the longest running experiential activity at the terminals.
The Nissan ski campaign took place over 5 season’s within multiple ski resorts throughout Europe, each year reaching circa 24m visitors. In latter campaigns we provided a truly accountable engagement platform, not merely a branding exercise; cementing Nissan as a brand focused on extreme sports and those consumers who like to do them. Activity comprised: extensive in-resort collateral, product placement, en-piste experiential, en-piste signage, apres-ski events, brand ambassadors in resort, and social media tie-ins (achieving circa 70% SOV within resorts as-a-whole).Thus activity fully embraced the bought, owned, earned model: Bought: securing traditional and non-traditional poster formats to dominate resort landscapes. Owned: building ‘Nissan Prove It’ challenge pistes. Earned: stimulating further conversation about / advocacy for the brand – everything skiers did Offline could be followed Online, with the opportunity to download footage from their runs, and encouragement to share this content with friends via Facebook and other social platforms. Activity resulted in the creation of the largest ever Flickr account, with 1m+ pictures uploaded.
The Nissan ski campaign took place over 5 season’s within multiple ski resorts throughout Europe, each year reaching circa 24m visitors. In latter campaigns we provided a truly accountable engagement platform, not merely a branding exercise; cementing Nissan as a brand focused on extreme sports and those consumers who like to do them. Activity comprised: extensive in-resort collateral, product placement, en-piste experiential, en-piste signage, apres-ski events, brand ambassadors in resort, and social media tie-ins (achieving circa 70% SOV within resorts as-a-whole).Thus activity fully embraced the bought, owned, earned model: Bought: securing traditional and non-traditional poster formats to dominate resort landscapes. Owned: building ‘Nissan Prove It’ challenge pistes. Earned: stimulating further conversation about / advocacy for the brand – everything skiers did Offline could be followed Online, with the opportunity to download footage from their runs, and encouragement to share this content with friends via Facebook and other social platforms. Activity resulted in the creation of the largest ever Flickr account, with 1m+ pictures uploaded.
