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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

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

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.

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