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Real time experiential fed by data. Michael Brown, psLIVE

Like a well-fed toddler constantly in need of ever bigger shoes, the footprint of digital out of home (DOOH) grows ever larger, says Michael Brown, managing director of agency psLIVE.
The proliferation of interactive panels is heading towards 20%of all UK poster sites. Correspondingly, more and more outdoor spend is channeled into the hungrier and hungrier mouth of the child of our times that is digital.
Posterscope state that this is 28% of all out of home revenues. This is an absolutely massive spoonful, especially when you consider the Advertising Association and Warc’s Adspend Forecast predicted that over £1 billion would be invested in Out of Home advertising during 2015. Open wide!
At this juncture you might be thinking that this has zilch all to do with your life as a purveyor of quality experiential services. In which case, I am politely requesting you think again for here beckons a table you may want a seat at. To build on a theme I explored in my previous blog piece Experiential Architecture; that of new opportunity, we practitioners are best placed to help nurture the DOOH infant into a fully-formed and well-adjusted adult!
At some point in the glorious future, all outdoor will be digital. A jury of media’s finest will take a long time to return a verdict on precisely when that will be but, while the experts are deliberating, we have enough coverage presently to get cracking.
All digital is inherently interactive – there is no point in it otherwise! Folk are definitely more inclined to engage with interactive advertising whether through their mobile devices or through touch screen. This means there is a very fuzzy distinction, or rather no distinction at all, between the creative on the digital panels, and the live space in front of those panels. Is it bought media or is it experiential or both? A savvy operator may want to lay claim to a chunk of this space before it’s too late and in so doing start a gold rush. Indeed, some prospectors have already staked a claim. Are they using it to its fullest potential though?
Recently a feature I read on interactive outdoor highlighted the Pepsi Max augmented reality bus shelter as a good example of the form. Unarguably, the idea is envy arousing, and it’s certainly famous around our meeting room table as the thing clients most want a variation of to adorn their own campaigns, yet it was a one-off tactical execution; as opposed to being the fulcrum of a genuine wide-scale media plan. Most of the other examples cited in the piece are similarly tactical by design.
There are real world examples where the medium is pushed further: In the bottom right corner of the below photo, (from way back in 2012) people are queuing up to see content they had moments earlier created with a Canon Ixus after first picking up the camera from a pop-up showroom and taking it on a ‘test drive’.
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This in itself is a revolution. Up until that point, people did not queue to see creative on a poster panel – even if they had really uneventful social lives! Fast forward to 2015 and the people you see ‘joining the crew’ in the Captain Morgan advert on the Piccadilly One site in Piccadilly Circus are, right at that moment, taking part in a bar promotion in Yates’s just around the corner in Leicester Square!
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Both instances are giving people their few minutes in the spotlight in spectacular style, therefore building on the fame social media users seek each time they share content, and both are broadcasting content to outdoor media bought in day-parts as part of a wider geo-targeted media plan that is scaled nationally.
As interesting as these examples are, and I must confess a partisan bias in that the Canon and Captain Morgan works were both done by psLIVE, there is so still so much more you can do creatively in this constantly evolving medium. Once you factor in real time data streaming you can really catapult the ante skywards.
Last winter, British Gas used real-time data about travel from public transport arrival and departure boards to trigger contextually relevant messaging in airports, bus and rail stations to travellers and commuters about Hive, a smart product that allows people to remotely adjust their home heating with their mobile devices. For example, if the number 50 bus to Croydon showed as due in 20 minutes then OOH messages were triggered to prompt relevant use of the application.
Dan Douglas, the founder of Liveposter, the company who developed the technology that enabled British Gas, among others, to use live data and content to effect campaign messaging explains the potential his platform may provide for experiential activity…
“The opportunity is to bring together the power of experiential to engage and involve consumers in brand advertising with the scale and speed of DOOH media to amplify it in real time to a broadcast audience. Real time data adds an extra dimension to both the targeting and display content ensuring the most relevant content is shown at any moment.”
Adam Cherry, Liveposter’s digital director, adds: “We know from recent research that data driven dynamic campaigns add value to advertisers in terms of increasing awareness and message recall. Using data to optimise the creative around experiential activity will strengthen the live work e.g. brands associating with sports could pull in live scores or even tailor the creative based around social sentiment in a particular location.”
Such work threatens to put experiential at the heart of a media plan, a switch from a tactical to a strategic medium. This places us practitioners at the centre of the mix, and potentially changes the old order, in particular the ad agency role: If this really is the glorious future then could the logical end point see all content, for any creative campaign, flowing from, and out of the live experience in real time fed by data? As I stated earlier, a seat at the table of this particular opportunity awaits us. Perhaps we may even sit at the head of it!
Michael Brown is MD of psLIVE
This story was first published in Event Magazine

British Gas Hive launches real-time DOOH campaign in Manchester

British Gas’ Hive Active Heating is running a digital out-of-home campaign in Manchester following its successful launch campaign in London last October.  The campaign’s aim is to highlight Hive Active Heating to commuters and travellers heading home to a cold house during the long British winter, reminding them that with Hive they can control their heating and hot water from their phone.
This latest fully-automated, data-driven campaign which features roadside/pedestrian formats and sites within the rail and airport environments, updates every 10 minutes  at each location based on a pre-designed rule set, to ensure each execution is contextually relevant.    The roadside/pedestrian formats, for example, features different creative  copy triggered by 24 local weather conditions (by post code), whilst the airport and rail sites use live flight arrival data at baggage carousels along with local temperature and flight origin temperature, and live train departure data.
Vanessa Lenahan, business director at Posterscope commented “it is always exciting to work with brands like Hive who constantly look to innovate within the OOH medium’

Hive Active Heating Campaign from British Gas Welcomes Brits Home with World-First Flight Data-Driven DOOH Ads

As temperatures across the country drop, the British Gas team behind Hive Active Heating today launches the world’s first digital out-of-home (DOOH) campaign to use flight data to solely target British travellers as they touch down in Britain. The company has partnered with international out-of-home (OOH) agency PSI and DOOH specialists Liveposter to target the 8.8 million UK residents who will return home through London Heathrow (T1, T2 & T4) and London Gatwick this winter.
In deals with media owners JC Decaux and EYE, returning passengers will be welcomed home with bespoke messaging which relates to their holiday destination. For example, passengers returning from Malaga in Spain will be encouraged to ‘Keep the Malaga mood with Hive Active Heating.’ The activity forms part of a national OOH campaign planned by Carat & Posterscope for Hive Active Heating, which enables customers to control their heating and hot water remotely via mobile, tablet or laptop.
The campaign for Hive Active Heating marks the first implementation of a new international hub package from PSI and Liveposter called Liveposter Airports. The package enables brands to exploit the opportunities that dynamic digital creative offers to deliver the right message at the right time and to the right audience. Brands can now create, schedule and publish digital ads to major airport media owner networks across nine global hubs, including London Heathrow, London Gatwick, Dubai, Singapore, Istanbul, New York JFK,  Barcelona, Moscow and Frankfurt.
Liveposter Airports uses flight, time, location and weather data to improve audience targeting for brands. All ads are centrally managed via an easy-to-use online interface, providing complete control of the creative messaging and targeting by audience.
Pamela Brown, head of marketing and insight for Connected Homes at British Gas, said: “Today, 10 per cent of people with central heating don’t have a timer and almost a quarter of people that have a timer don’t use it. Hive Active Heating is a smart thermostat that turns this on its head. It lets people control their heating and hot water remotely on their mobile phone. This new campaign will help us reach people as they’re arriving home from holiday – just when people would want to switch their heating on so their home is warm when they arrive.”
Liz Jones, managing director of PSI, said: “Hive Active Heating is the first of many products that will be using data to be smarter about how to target travellers. Using live flight and campaign planning data from PSI’s Global Planner tool, along with Liveposter’s expertise in DOOH and data, products like Hive Active Heating can now turn international airports into highly targetable, measurable OOH environments. Brands can ensure they engage their target audience with personalised, specific messages via digital screens, and improve the efficacy of national and international campaigns.”
Dan Douglas, founder of LivePoster, said: “We’re really excited to be rolling out our first global product with Liveposter Airports. It’s a unique offering at this scale for advertisers to maximise digital OOH in major airports around the world, enabling them to tailor their messaging for global and local audiences using real time data and dynamic content to ensure maximum impact.”
Sarah Parkes, Managing Director at Eye Airports, said: “Airports are a hotbed of creativity powered by big data. This campaign has showcased the many capabilities of DOOH advertising and through collaboration with our partners we have created a unique, media first campaign to effectively and efficiently reach passengers as they arrive back from holiday”.
Rob Elms, sales director at JCDecaux Airport, said: “It’s fantastic to see Hive Active Heating harness our digital Out-of-Home network at Heathrow in such a dynamic and innovative way. By tapping into the mind-set of passengers who are travelling home, they have taken advantage of the unique opportunity to promote Hive Active Heating using relevant and topical content in areas of high dwell-time at the world’s largest international airport.”

British Gas Targets Commuters with Hive Active Heating DOOH Activity

British Gas’ Hive Active Heating has mounted a digital out-of-home push to highlight its product to commuters and travellers heading home to a cold house as summer draws to an end.
Running on digital screens across London train stations, bus stops and office foyers, the responsive ads feature temperature updates and tailored messages to remind travellers and commuters that with Hive they can control their heating and hot water from their phone.
Using Liveposter the feeds deliver bespoke messages – such as ‘Chilly back in Blighty? Get your home all cosy from your phone’ and ‘Keep the Malaga Mood. Turn on your heating and hot water from your phone’ – and pull in arrivals and delays via live feeds as well as temperature details.
Transvision screens at London train stations and digital six-sheets at bus stops let commuters know when transport is delayed and remind them to warm up the house while they travel. Office foyer messages serve up temperature reminders.
“As the nights close in and temperatures drop, we want to remind busy, active Londoners and commuters there’s a clever, easy way of staying in control of central heating as well as energy costs,” explained Pamela Brown, head of marketing and insight for connected homes at British Gas. “We love this campaign, as it uses smart technology to communicate a smart brand idea – you can now control your heating and hot water wherever you are.”
Created by CHI&Partners, the digital out-of-home push was planned by Carat media and implemented by Posterscope and forms part of a wider campaign spanning TV, radio, digital and social to drive awareness of Hive Active Heating.
Hive launched in October 2013 with 100,000 households now using the product to control their central heating and hot water.
Via: The Drum