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The Real World November 2015

The Real World is Posterscope’s monthly Out-of-Home market update, containing latest industry news, key facts and figures and some really cool OOH campaigns.  The presentation can be accessed here

These billboards give you a good workout…

These Powerade boards from Ogilvy Berlin put you right to work. They’re more like exercise installations than billboards. One of them features a scrolling climbing wall; another invites you to punch it as hard as you can. And all of them will make you work up a thirst that Powerade can then quench.
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Via: AdWeek

Gender Equality Campaign Erases Women From Billboards

Despite a longstanding effort to get women’s rights on par with men’s, women hold 58 percent fewer executive positions than men in Italy. And in Croatia and Argentina, 42 percent of women have fewer top-level jobs than men, according to new research from the Clinton Foundation.
To coincide with International Women’s Day, the Clinton Foundation (an initiative spearheaded by Bill, Hillary and Chelsea Clinton) released data that looks at how women’s equality has changed since 1995 as part of its No Ceilings initiative. Back in 1995, Hillary Clinton sparked the research during the U.N.’s Fourth World Conference on Women in Beijing. While the research shows that women’s rights are catching up to men’s, there is still work to do.
This weekend the foundation launched a campaign with Droga5 that underscores the fact women “still aren’t there” in gender equality. Unilever, iHeartMedia, Beats by Dre, Simon & Schuster, Kate Spade, the New York City Ballet, Under Armour, H&M, Zalla Pilates, Diane von Furstenberg, Snapchat and Condé Nast all teamed up with the organization with creative content that literally wiped women away.
For example, Kate Spade released billboards in New York last week for its spring 2015 campaign featuring fashion model Karlie Kloss sitting on a park bench.  But on Friday, the brand replaced its billboards on 45th Street and the West Side Highway, and in Times Square with an almost identical picture of an empty park bench. The Web address not-there.org replaces Kloss—directing viewers to the No Ceilings campaign hub.”Empowering women is really at the core of our DNA—back in 1993 Kate Spade was frustrated that she couldn’t find what women were looking for in the marketplace, so she took matters into her own hands and formed Kate Spade New York,” said Mary Beech, Kate Spade’s CMO.
Check out the video below to see how other brands activated the campaign on billboards and on print ads.
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Dove-before-after-01-2015
Rosie-the-Riveter-01-2015
Via: Adweek
 
 

Primesight to Roll-Out New Digital Roadside Panels Across UK

Primesight has announced the launch of Network, a new digital proposition that will see the roll-out of a number of roadside panels across the UK.
Currently the only national digital roadside out-of-home initiative in the country, the roll-out will allow advertisers to combine traditional posters with the same sized digital formats in an effort to “amplify messaging” during a campaign’s most relevant periods.
The roll-out will begin with five panels across London, Edinburgh and Glasgow.
In London three new digital sites will be available for advertisers on Shoreditch High Street, Commercial Road and Wandsworth Bridge Road, bringing Primesight’s total digital sites in the capital to 12.
The digital sites in Scotland will include the M8 – the country’s busiest motorway heading towards Glasgow city centre – while the new sites in Edinburgh will be located on Salamander Street where they will target commuters and traffic travelling west into the city.
The second phase of the roll-out is expected to happen later this year and will see new digital panels in Bristol, Cardiff, Leeds, Liverpool and Newcastle.
Primesight hopes to achieve 50 new digital panels by the end of 2015.
Via: Media Tel
 

Outdoor Plus Expands Portfolio as Part of Additional £10m Investment

Outdoor Plus has launched two new sites, adding to its portfolio and has announced a £10m investment package for 2014.
The two latest London sites on the A41 Hendon Way and at Purley Way Fiveways will be unveiled today.
The Hendon Way site is next to an arterial junction, which connects London’s commuter belt with the A41 and the Brent Cross shopping centre slip road, while the digital Purley Way Fiveways sight is on the route from Gatwick to London, and is close to the Valley Park retail hub.
Jonathan Lewis, managing director at Outdoor Plus, said: “We’re continuing to add to our network, giving brands access to the best sites in and around London, allowing them to tap into upmarket commuters, as well as people working in the heart of London.”
In April, Outdoor Plus also introduced a digital site in East London, on the A12 Cross Route.
Via: Media Week

New Eye-Tracking Tech Aims to Tackle Accountability in OOH

New eye-tracking technology has  been launched in a bid to address the growing issue of accountability in outdoor advertising.
Developed by video network CScreens, the technology will for the first time allow advertisers to see how their campaign is performing across a number of out-of-home formats and locations – from billboards to televisions in pubs – showing the number of people looking at an ad, how long they are looking for, their gender and approximate age.
The first campaign using the technology is set to run during the World Cup to measure audience engagement across TV screens at live ‘experiential’ events in London, over 330 pubs and 50 five-a-side football centres.
Via: MediaTel

The Smallest 'Parking' Space

We often come across larger-than-life billboard ads on the streets, but the Spanish agency Contrapunto BBDO has come up with a clever and unconventional way of making use of a smaller space.
Instead of using the space in front of the billboard, the agency transformed the often overlooked side of one into an ad space.
The logo of Mercedes’ smart car can be seen, along with the tagline, “There is always a space”. The agency brilliantly made use of this compact space to show the benefits of driving a smaller vehicle.
Although many agencies think that having bigger attention-grabbing ads will capture the eye of consumers, this agency shows that effective advertising comes with creatively making use of different types of spaces.
Via: Design Taxi