Route appoints Katherine Almond as Non-Executive Chair

Route, the audience measurement body for OOH media in Great Britain, has appointed Katherine Almond as non-executive chair of the board.
Katherine has a passion for understanding human behaviour and brings a wealth of research and media experience to the not-for-profit Joint Industry Currency (JIC).
As non-executive chair, Katherine will be responsible for maintaining Route’s independence and impartial approach to the industry’s currency. Route is financially underwritten by all the major media owners and specialist media agencies in the OOH sector.
Katherine began her career in media planning and was board director at AMV.BBDO and PHD. Her passion for using qualitative research to develop media strategies, led to a full-time freelance research role for 10 years across a range of B2B and B2C clients. She is currently Head of Insight at Bray Leino.
Katherine is taking over the role in June and replaces Ken New, who is departing the organisation after 19 years.
Ken New on his departure: “Route has come a very long way over recent years and, without doubt, leads the world in the provision of sophisticated OOH audience research. It’s the ideal time for ‘fresh eyes’ to help move Route forward to meet that challenge. I’m very proud of where Route is and I’m delighted that Katherine is going to help James Whitmore and the team to take it forward to the next level.”
Katherine Almond on her new role: “Route is a world-leading piece of research, but the world of outdoor is changing before our very eyes, as screens take over from traditional posters. There are, quite rightly, some serious questions being asked about the audience delivery of some digital channels. We need to ensure that OOH rises above this and continues to be served by best in class research, delivering the accountability that clients and agencies need. I have always been passionate about the OOH medium and I am really looking forward to working with Route to meet these complex challenges over the next few years”
Gideon Adey, co-chair of the IPAO explained “Ken has overseen a total transformation in the way OOH media is measured moving from poster sites to accountable audience metrics. It has been a great pleasure to work with him. Once again, the OOH medium is advancing in the way it delivers audiences at scale and Katherine brings the enthusiasm and drive to take us through the next evolution of Route to continue accurately measuring audiences in a digitised world.
Justin Cochrane, Clear Channel CEO and Chair of Outsmart added, “Ken New has contributed greatly to the progression of Route and the industry is forever indebted to him for his counsel, enthusiasm and commitment. We wish him well in the future. At the same time, we are excited that Katherine is to come on board as we navigate to the next stage in the medium’s development. Digital OOH is already a broadcast medium in its own right and continues to drive growth in the sector.  The investment by our members into the infrastructure of the medium is now being matched by a granular understanding of how it is consumed.”

JCDecaux launches a powerful new digital channel at London Bridge

JCDecaux has extended its digital offering in London with the launch of Motion@LondonBridge – seven state-of-the-art full motion digital landscape screens at London Bridge station.
Bringing a new opportunity for brands to target affluent audiences as they shop, eat and socialise, Motion@LondonBridge screens have been carefully positioned to target the retail offering on both sides of the gateline and will deliver 14 million weekly viewed digital impressions at this newly redeveloped travel hub in the heart of London.
Motion@LondonBridge is an expansion of the Motion@Portfolio, which currently comprises Motion@Waterloo, Motion@Euston and Motion@TheCity.
As a new premium shopping environment, London Bridge station offers over 70 outlets, more than any other Network Rail station, including luxury brands such as Ted Baker, MAC and Rituals.
Via: JCDecaux

8 Outdoor secures 1-year contract with Emirates

8 Outdoor has partnered with Emirates, the Dubai-based airline, for a year-long domination of the Digital Out of Home media owner’s Heathrow Terminal 5 site.
The only exterior large format digital screen at the airport’s Terminal 5, the site is situated in one of the most prestigious locations at Heathrow, reaching an audience of frequent flyers and C-suite executives arriving into the UK. 8 Outdoor launched the full motion site in April 2017, with previous advertisers on the screen including Jaguar Land Rover, Vogue and Ralph Lauren.
Cennydd Roberts, CEO, 8 Outdoor, said: “As we continue to expand as the fastest growing out-of-home media owner in the UK, we are thrilled to see our premium Terminal 5 screen attracting new advertisers of this calibre. Its positioning and impact is perfect for a client such as Emirates, taking advantage of the large format brand fame a screen in this location offers. In addition, the flexibility of our digital out-of-home portfolio allows for powerful and relevant contextual campaigns – perfect for a year-long domination.”
Joanna Mikolajczyk, Business Director, Arena Media, said: “8 Outdoor’s Terminal 5 site is the latest addition to the Emirates long term holding strategy, which aims to bolster awareness at the key airports they fly from. Located at T5, the home of BA, it offers a great opportunity to showcase the Emirates routes and product offering to a key target audience.”
Via: OutSmart

Primesight celebrates 100 InLinks

Primesight announces it has reached its latest milestone of deploying 100 InLinks across the UK, providing advertisers with the opportunity to reach an estimated 36 ½ million impacts in two major UK cities through 200 digital screens.
In just eight months, InLinks have showcased over 35 campaigns with key brands such as Facebook, The Guardian, O2, Bulmers, Barclays, Amazon and Deliveroo.
InLinkUK from BT goes above and beyond other digital out of home services offer by providing unique, innovative solutions that enhance public connectivity. It offers the fastest free public Wi-Fi in the country, community content on the screens, tablet use and charging points.
Primesight’s latest eye-tracking research has found that InLinks receive a 92% engagement rate compared to 87% for digital bus shelters, demonstrating their prominence within the DOOH environment.
InLinks offer advertisers increased opportunities to hit consumers in a targeted and hyper contextual way which, in turn, helps to deliver more effective campaigns. A key example is TfL – the first brand to encourage audiences to use the free InLinkUK from BT Wi-Fi to download their new ticketing app.
InLinks are continuing to connect consumers at an ultrafast pace, with more than 1 million Wi-Fi sessions to-date.
InLinkUK from BT is on track to rollout 1,000 InLinks nationwide, with InLinks currently operating in seven London boroughs and Leeds City Centre and planning consents granted to install InLinks in many other major cities across the UK.
Local communities have embraced the new technology with:

  • Over 49,000 unique subscribers to ultrafast, free InLinkUK from BT Wi-Fi
  • Over 239,000 tablet sessions;
  • Over 305,000 phone calls; and
  • Enough data used to download over 7 million songs

Naren Patel, CEO of Primesight, said: “We’re thrilled to have reached yet another milestone in our journey towards providing smarter, more intelligent out of home solutions to advertisers. We look forward to continuing our rollout plan across the UK, and in welcoming new advertisers on board to deliver new and engaging experiences.”
Via: Outsmart

Westfield opens Phase 2, expanding Ocean's portfolio

Westfield London Phase 2 opened this morning, adding three new digital out-of-home screens to Ocean’s portfolio.
The Gateway @ Westfield London, The Northern Totem @ Westfield London and Westfield Square launched with creative from adidas, Beats, Pandora, Samsung and John Lewis.
Shoppers flocked to the new stores, as Westfield continues to offer the lowest reliance on peak hours than any UK OOH environment.
Those stores running special events included Space NK, adidas, H&M, west elm, BoConcept, Penhaligon’s, The White Company and Emperor (continuing Westfield’s legacy of retail firsts with its first ever UK base), alongside the opening of the flagship John Lewis store, home to 230,000 square feet of retail quality.
Hailed as proof of “the resilience of London” in the face of Brexit, the launch of this second phase of Westfield London brings 80 new shops and restaurants to White City. It will in time host Ichiba (the biggest Japan Centre in Europe) and Putt Shack, a ‘world first’ in social entertainment.
Home to an annual spend of £3.2 billion, Westfield London and Stratford City combined are the second largest UK retail centre; with this Phase 2 expansion, the addition of 1,500 new homes and developments for the BBC and Imperial College we expect this success to continue well into the future.
The launch has been covered in The Times, Evening Standardand The Independent. For an in-depth look at the development, including expected footfall, audience profiles and Westfield records, read our recent Ocean “Talks” article by CMO Richard Malton.
Via: Ocean Outdoor

8 Outdoor owner completes significant funding

The owner of 8 Outdoor, the UK’s fastest growing Out of Home media owner, has confirmed an investment of £11 million – the first from Asia into a digital-only UK Out of Home media owner. The funding will fuel further expansion for parent company SIS Digital Vision Limited, a market leader in Out of Home digital advertising and construction, with a growing portfolio of national and European screens.
The new multi-million-pound equity funding package from Sun Hung Kai & Co. Limited (“SHK”), an investment firm headquartered in Hong Kong, was delivered by Nash & Co Capital Limited, the specialist UK SME focused merchant bank. The funding process was led by SIS Digital Vision Limited’s first Group Chief Financial Officer, Darren Poynton, who brings over 15 years’ media industry experience to the role, having most recently been UK Group CFO at Havas Media Group. Previous roles have included UK CFO at MediaCom and European Finance Director at National Geographic Channels Europe, having started his career at KPMG, where he focused primarily on entertainment and technology clients.
The funding represents significant investment for 8 Outdoor, as it looks to build on its market leading position in UK premium roadside digital Out of Home. The company was founded in September 2015 and has since grown to be the UK’s fastest growing Out of Home media owner, with over 90 screens in 25 cities. It has recently embarked on its biggest ever trade campaign, focused around its flexible and cost-effective proposition to commercial partners.
Via: Outsmart

Posterscope announces global management changes

After an outstanding career leading Posterscope, Annie Rickard has decided to step down from her global roles as Posterscope Global President and MKTG Global Chairman and will be handing over her responsibilities as leader of these businesses on 30 March 2018.
Annie founded Posterscope, the leading location-based marketing brand and has grown it into a global network of 1000+ people in 57 offices around the world, including the PSI, MKTG, Open and Liveposter brands.
Stephen Whyte, CEO of Posterscope UK, will assume additional responsibility for Posterscope Worldwide as Global President.
Jerry Buhlmann, CEO, Dentsu Aegis Network, said: “Annie has created a tremendous business in Posterscope which has redefined out-of-home media through its investment in data, technology and people.  Annie’s entrepreneurial spirit and leadership has been the driving force behind this growth and success and Annie leaves Posterscope as the clear market leader.  I want to thank Annie for the huge contribution she has made to Dentsu Aegis over the time she has been with the company.
Stephen has led Posterscope UK with great skill since 2015 and has a proven track record growing successful, dynamic businesses.  Stephen will now lead Posterscope Worldwide in the next phase of its ambitious growth plans within the context of a transforming digital economy.  I wish Annie all the best for the new ventures she now wants to pursue and congratulate Stephen on his new role.”
Annie Rickard said: “I have had an amazing career but it’s time for me to leave Posterscope in the very capable hands of Stephen Whyte who will deliver the new vision and continue the global roll out of our technology platforms.  I am of course sad to go, but at the same time, looking forward to pursuing other interests where I feel I can make a difference.”
Stephen Whyte added: “I know I speak for everyone when I say that we will miss Annie enormously but I am delighted to be taking on the global leadership role at such an exciting time of change and growth in the out-of-home and location-based marketing sector.”

Route data shows OOH audience has increased in the last quarter on both digital and poster sites

New data released today (8th March) by Route show that the audience of out of home advertising has increased in the last quarter. Growth is seen for both digital screens and posters.
Following sustained investment in new inventory, the audience for digital out of home (DOOH) continues its recent growth. DOOH now offers advertisers 60% weekly cover of adults in GB, up from 51% in the previous quarter. This increase is driven by a 17% rise in digital inventory measured by Route. In total, audience data are now provided for 6,820 digital screens.
Digital inventory remains an attractive option for advertisers wanting to reach various commercially appealing audiences including ABC1s (63% weekly GB cover – up from 56%), 18-34s (63%, up from 55%) and main shoppers (58% reached weekly, up from 50%).

The urban clustering of digital inventory also means that it can offer higher cover of geographically targeted audiences. For instance, each week DOOH reaches 94% of Londoners, 86% of people in Birmingham, 79% of Glaswegians and 60% of those in Greater Manchester.
The growing audiences for out of home are not limited to digital sites, with increases noted in posters too. For instance, a one week roadside campaign may generate between 7-10% more impacts than in R25 depending on the campaign weight. Similarly, campaigns in rail stations have increased their unique reach by between 4-6% on average.


Also new to Route in this release is the launch of a new ad format, the lamppost banner, which introduces to advertisers a new audience of 1.1million adults across London, South East and Birmingham.
The new Route data now include a larger refreshed sample as well as updates to both populations and traffic counts. This is the first report to feature readings from the new Multi Sensor Tracking meters. It has led to an improvement in the accuracy of the survey and increased the travel distances being recorded for participants.
Via: Route

JCDecaux expands its Towers Channel by launching the Inbound Great West Road Tower

The Inbound Great West Road Tower has launched, becoming the latest addition to The Towers channel.
Together with the outbound Tower that went live in December, The Great West Road Towers are located on a key arterial route and reach a highly desirable West London audience, delivering 2.6 million weekly viewed digital impressions (Route).
Positioned along the A4, the Great West Road Towers are unmissable across six lanes of traffic to drivers travelling both in and out of central London.
This part of London is the location of choice for companies such as Allianz, GlaxoSmithKline and Sky. It is also set for major development, with plans underway to build 900 new waterside homes and 16,250 sq m of commercial retail space (getwestlondon.co.uk).
The London and national portfolio together create a compelling Towers channel that delivers 46 million weekly viewed digital impressions (Route) across Birmingham, Edinburgh, Leeds, Liverpool, London, Manchester and Sheffield.
Via: JCDecaux

Posterscope fuses the OOH industry currency with OCS

Posterscope fuses advanced OOH industry currency,Route,with OCS, the UK’s most detailed behavioural OOH Survey,to boost campaign reach & effectiveness

Out of Home and location marketing specialist Posterscope has fused its proprietary Out of Home Consumer Survey (OCS) with Route data to enable its planners to plan and buy OOH against a client’s core planning audience.
The OCS Route Fusion has been integrated into Posterscope’s location analytics, planning and trading platform ECOS and will allow its planners to quickly and easily re-create their clients’ precise planning audience, and then plan and optimise OOH campaigns against this at the same time as the much broader traditional buying audience.
This new depth of insight within OCS will also enable Posterscope to proactively analyse coverage and frequency and plan against audiences expressing interest in key moments such as sporting events, calendar events like Valentine’s Day or Easter, or environmental factors such as the weather, time of day and location.
Russell Smither, Insight Director at Posterscope, said: “Clients and agencies spend a significant amount of time, energy and money understanding target audiences, creating segmentations and then recreating these in media planning surveys such as TGI, OCS and Touchpoints to generate media and OOH insights.  By fusing our own OOH Consumer Survey (OCS) with Route we have streamlined the OOH planning process which will significantly increase the reach and effectiveness of campaigns, amongst the audiences that clients most want to reach.”
This more personalised approach to planning will lead to more accurate and efficient OOH campaigns and mean advertisers are reaching more of the people they most want to talk to.  For example, a rail digital six sheet campaign planned around “moments that matter” using the new OCS Route Fusion audience of “Men 25-64 who look forward to the Easter break” would deliver 40% more GRPs than the more traditional buying audience of Men 25-64.  Similarly, using an OCS Route Fusion audience of “Men 25-64 who get excited around major sporting events”, a rail digital six sheet campaign would deliver 21% more GRPs than the more traditional buying audience of Men 25-64.
About Route
Route (OOH Industry Currency) launched in 2013. The most advanced OOH industry currency in the world where 28,000 GB respondents’ movements are tracked over a nine-day period with sophisticated GPS meters. Route facilitates planning and buying across nearly all OOH environments for classic and DOOH based on key target audiences created using information derived from the Route respondent questionnaire
About OCS
Out of Home Consumer Survey (OCS) is Posterscope’s market leading survey in both the UK and across around 30 international markets. OCS generates in depth understanding on OOH communications by identifying consumer’s attitudes, perceptions and thoughts on different OOH formats, environments and dynamic content opportunities. OCS also identifies consumers’ attitudes towards seasonal events, an understanding of the consumer journey on over 20 product categories with usage and affinity towards 250 brands.