Guinness Digital Countdown to the 6 Nations

Guinness Digital Countdown to 6 Nations.
As Irish Rugby fans eagerly await Ireland’s 6 Nations matches, Guinness is counting down on digital screens across Ireland.
PML Group’s Dynamic platform enables digital campaigns to run seamlessly across multiple networks. The countdown can be seen on screens including Clear Channel’s new Tesco Live units, JCDecaux’s Digipole in Ballsbridge, Orbscreen and in-bar. Research has shown that OOH using dynamic digital content boosts overall effectiveness by an average 19%.
Supplementing the dynamic digital is a heavyweight OOH campaign planned by Carat comprising 48 Sheets, Golden Squares, Metropoles and Commuter Squares and the Green Screen located at Stephens Green shopping centre.
Commenting on the campaign, Senior Brand Manager at Diageo Alexa Wolff said:
After an excellent start to the six nations season, anticipation and excitement is growing among the Irish fans.  This Dynamic application to our Digital Out of Home campaign is the perfect way to engage with this audience and build excitement even further towards the season finale. The contextualised copy changes add further relevance to our wider OOH campaign around this year’s tournament and we are delighted to take advantage of PML Group’s Dynamic platform to bring an added dimension to our campaign.
Also speaking on the campaign, Source out of home Director Louise Enright said:
“PML Group’s proprietary dynamic platform offers Guinness Rugby the opportunity to capitalize on anticipation for Six Nations Rugby matches across multiple digital networks in a variety of environments.  The technology allows us to serve contextual copy relevant to the day and the match, building excitement in the 24 hours prior to kick off.  The Dynamic platform ensures that the right message displays at the right time in the right environment, all controlled from one central source.  The use of Dynamic Digital Out of Home amplifies activity running across Classic Out of Home formats, as well as across Digital Media, ensuring that the audience experiences game-day anticipation across multiple touchpoints”.
For more information please contact – Colum Harmon, PML Group,

Posterscope USA work with the New Belgian Brewing company to target thirsty New Yorkers

Product availability was used to inform directional  creative.
Real time beer availability and Google “popular time” data was used to guide thirsty New Yorkers to the closest bar (vs ordering online).
The Voodoo Ranger kept consumers entertained  with reactive messaging  around “March Madness” and other social holiday periods such as St Patricks Day, April Fools etc.
Take a look at the official campaign video.

Posterscope Belgium and Urban Media launch the first Trystore with Leffe in Antwerp

Posterscope Belgium and Urban Media launch the first Trystore with Leffe in Antwerp

While in many cities pop- up stores are already very well known, a completely innovative concept is launching in 2017: The Trystore is the first of its kind in Antwerp and Leffe took advantage of it to attract passers by in the centre of the city.
Read more …

Outdoor Plus Adds M1 Staples Corner

Outdoor Plus is launching a new site at M1 Staples Corner.
Situated at the heart of the major traffic interchange between the A5, the North Circular and the start of the M1, the screen will attract a fortnightly audience of more than 940,000.
The screen is ideally placed to harness the attention of commuters travelling from London to the affluent home counties of Hertfordshire and Buckinghamshire, and consumers driving in the heavy traffic areas en route to Brent Cross Shopping Centre and Wembley.
via: Outdoor plus

PowaTag hits the streets of Denmark

Shoppers will be able to purchase products 24-hours-a-day with their smartphone simply by scanning specialised tags on the thousands of billboards, bus shelters and other street furniture. PowaTag interacts with any form of media to allow users to make purchases and other transactions in just a few taps, fundamentally transforming brand engagement with an entirely new sales channel.

The announcement comes as Powa partners with Danske Bank, Denmark’s leading bank, to provide full PowaTag capabilities through MobilePay, the free banking app used by more than two million Danes. The app is the market leader in the Nordics, with over 12 billion kroner in transactions processed since its launch.
With Denmark leading the way towards a cashless society, the Nordic country will be the first to experience the revolutionary service with AFA JCDecaux – and more countries to follow suite in the near future.
Today more than 85% of Danes have a smartphone, and e-commerce sales are thriving in the country, with salesbooming to €54.5bn in 2014, an increase of 31% from 2012. Denmark is planning to scrap obligatory cash payments, and 33% of Danish eCommerce is conducted via a smartphone or tablet.
Source: Retail Times

Giant DOOH site 'The Salford Arch' has launched in Manchester

To further transform the Digital Outdoor landscape in Manchester, JCDecaux, has launched The Salford Arch – an iconic, digital advertising superstructure that stretches across 6 lanes of traffic at one of Manchester’s busiest arterial junctions – where the M602 becomes Regent Road and is one of JCDecaux’s largest roadside digital screens with on average 1.2 million impacts every week (DFT).
The Salford Arch will become part of JCDecaux’s newly formed ‘The Gateways’ – a nationwide network of premium Out-of-Home locations along key arterial routes that welcome audiences into major UK cities, such as: London, Manchester, Edinburgh, Sheffield, Leeds and Bristol.
Source: JCDecaux

Technology will speed you through the airport of the future

By Scott McCartney from The Wall Street Journal

Like a good maître d’, the airport of the future will recognise you, greet you by name and know exactly where to put you.
Airports around the world are beginning to move in this direction. At London’s Gatwick Airport, beacons identify you by your smartphone and give GPS-like directions to your gate, pointing out food or shopping along the way. In Germany, robots at Düsseldorf’s airport park your car and return it curbside after you land, linking your itinerary to your license plate. Researchers are developing robots that will be able to check your bags and deliver them within minutes of landing.
The idea is to cut costs, speed up travel and make airports more hospitable. In theory, travellers will be more relaxed, with time to get work done, shop or enjoy entertainment since the airport will track their time and location and tell them where they need to be. Travellers may fret less about sitting down at a nice restaurant when a flight is delayed, rather than camping at the gate.
San Francisco International Airport has 350 beacons installed in Terminal 2 and is testing an app that can give visually impaired passengers audible directions. American Airlines has signed on to a beacon roll-out to help customers find their way, starting at Dallas-Fort Worth International Airport.
In theory, with technology to speed up travel, airports will be more hospital and travellers will have more time to relax, get work done, shop or enjoy entertainment.
By 2018, 44% of airlines world-wide plan to use beacons, compared with 9% that have experimented with the technology currently, according to a survey this year by SITA, an aviation information and communications company.
SITA is looking at whether it could make a robot to check bags, says Jim Peters, the firm’s chief technology officer. Travellers would self-tag, or have a permanent-use bag tag that identifies them. Robots would pick up the bags and maybe even deliver them, speeding up the process and reducing manual labour costs. “Managing your baggage and not making it a pain is a part of the airport of the future,” Mr. Peters says. The number of airlines offering self-tagging bag drop, but without robots, has increased to 17% from 9% last year. That is expected to rise to 74% of airlines by 2018, according to the SITA technology survey.
Source: The Wall Street Journal

Primesight grows the network

Primesight have announced the expansion of their national digital 48 sheet inventory across the UK.
The national ‘Network’ launched in Q2 last year in the desire to have a fuller national distribution in premium locations on key arterial routes across major conurbation cities.
Recent growth includes sites within London, Manchester, Birmingham, Leeds, Sheffield, Bradford, Edinburgh & Glasgow with more to follow. These high resolution digital sites allow the delivery of contextual messaging to audiences when most relevant throughout the day and give you the opportunity to amplify your broadcast billboard campaign where it matters most. Using industry owned Route data, Primesight have identified key audience times for your category and will upweight campaigns across these periods to maximise their effectiveness.
Primesight are very excited to bring this product to market and with 19 sites already delivering over 10 million impacts across 8 cities every 2 weeks, we look forward to doubling this by mid 2015.

Giant billboards in 3-D, no glasses needed

Engineers in Austria have created a giant laser system that sends beams in different directions, which makes them visible from many different angles. The angular resolution is so fine that the left eye is presented a different picture than the right one, creating a 3D effect.
In 2013, the start-up company TriLite Technologies had the idea to develop this new kind of display, which sends beams of light directly to the viewers’ eyes.
To experience the 3-D effect, the viewer must be positioned in a certain distance range from the screen. If the distance is too large, both eyes receive the same image and only a normal 2D picture can be seen. The range in which the 3D effect can be experienced can be tuned according to the local requirements.
The newly developed display, can present hundreds of pictures. Walking by the display, one can get a view of the displayed object from different sides, just like passing a real object. For this, however, a new videoformat is required, which has already been developed by the researchers.
The technology has now been patented and presented in several scientific publications. The second prototype should be finished by the middle of the year, the commercial launch is scheduled for 2016.
Via: Science 2.0