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We asked 100,000 consumers worldwide…about OOH

Megin Gauntlett, Senior Insight Executive at Posterscope delves into our planning tool OCS, giving insight on how we understand our global audience and plan resonating campaigns.
OCS – The largest global OOH survey in the world
OCS (Out-of-Home Consumer Survey) is Posterscope’s proprietary planning tool and an integral part of Posterscope’s planning process across the globe. Since its launch in 2005, it has continued to expand and now encompasses over thirty markets and 100,000+ consumers worldwide.
OCS enables planners to efficiently and effectively identify the behaviours and attitudes of relevant consumers and translate these into actionable insights. These insights are then used to inform the most appropriate OOH plan.
The range of topics contained within OCS include, amongst others, the consumer journey to purchase, attitudes towards over 50 different types of OOH (including airport and experiential), and the claimed noticeability of these formats. As the opportunities within the OOH market evolve, so too does OCS – with questions such as ‘topics searched for on smartphones’ and ‘consumer opinion on relevant dynamic digital content’ being amongst those most recently added across all markets globally.
OCS identifies OOH nuances between markets
In practice, OCS allows us to identify key trends over multiple markets, and to understand the various idiosyncrasies and differences when it comes to consumer opinions and behaviours around the world. This can range from looking at day-to-day actions that we take for granted, such as how we commute to work, to more individually-determined actions, such as where we’re more likely to search online whilst out of the home. These differences help us to personalise planning for each audience across each market.
ocs by country
Universal trends in OOH – Location, Location, Location
OCS also allows us to identify key insights that are consistent worldwide, and in turn enable Posterscope to develop its OOH offering to meet these requirements. For example, the importance of context and relevance in OOH is now universally acknowledged, and, in recognition, Posterscope is rolling out its Liveposter product on a global basis. Liveposter offers a unique blend of context and relevance, as it serves engaging messages across multiple OOH locations using triggers such as time, day, and weather.
But which kind of messaging does the consumer really want to see? Based on the views of over 60,000 consumers from nine of Posterscope’s core OCS markets (the UK, France, Germany, Italy, Spain, Japan, Australia, the USA and Singapore), we can see a unanimous trend in the dynamic content that consumers engage with most when it comes to DOOH – Location. On average 60-70% of global consumers engage with contextual DOOH messages relating to the weather, time of day, day of week, seasonal events and live sports updates… but location is the dynamic content type most favoured across all 9 markets without exception. Almost 8 in 10 global consumers state that they are interested in location-based messages on DOOH.
ocs types of message
In the UK, location-based messages resonate even more with consumers, and this becomes even further pronounced amongst specific audiences. For instance, 90% of London fashion consumers (“Londoners who are passionate about shopping in store to buy fashion items”) are interested in location-based DOOH content. This type of insight helps to inform and plan successful OOH campaigns, such as Timberland’s recent campaign which ran across shopping malls and high streets in London. Based on the viewer’s location, suggestions were made to visit a local store or landmark, along with relevant statistics such as distance, number of steps required, and calories burned, whilst promoting the unique comfort of the new Sensorflex product.
timberland
Société Générale used a similar idea in rail stations and airports across France – letting consumers know how long until their train or plane departs and reminding them that they have plenty of time to log on to the app and complete a few transactions whilst in transit.
The success of this kind of location-based marketing is not to say that the consumer is uninterested in any other relevant messaging displayed on DOOH screens. As the chart above illustrates, global consumers are similarly interested in a variety of contextual messaging as detailed in OCS, and, in some cases, confounding national stereotypes such as the British being more inclined to care about the weather, when in fact they actually ranked 8% lower than the average of all countries evaluated!
Multiple Messages engage consumers
Combining multiple contextual messages, when relevant, helps to further engage the consumer. santander v2Across all markets, campaigns which feature multiple contextual messages are proven to have greater consumer impact – Santander Cycles being a casing example. Santander Cycles identified two key audiences for its product – leisure users and commuters, and, using the Liveposter platform, encouraged them to hire a cycle for their next journey. As well as using location and local nearby attractions as inspiration, the campaign also utilised time of day (when to deliver the ads) and weather data (letting people know if the weather is going to be good for a day outdoors). Research demonstrated that consumers who saw the DOOH Liveposter campaign were 20% more likely to spontaneously recall seeing advertising for Santander when asked “which, if any, high street banks or building societies have you seen, heard or read advertising for in the last 2 weeks?”  proving that contextually relevant DOOH content delivers strong advertising cut-through for brands.
Similar success has also been enjoyed by Fanduel, an online and app-based fantasy sports league based in the USA, who utilised relevant contextual messaging consisting of both time of day and location, in a drive to recruit more members and get them playing more games.
fandual
In summary, OCS helps us to understand the lives, opinions and OOH habits of more than 100,000 consumers in over 30 different markets. With the rapid development of DOOH inventory with real-time capabilities across the globe, OCS ensures that we can capture which tailored, contextual messages (and triggers) our audiences actually want to see and where, enabling us to deliver relevant real-time campaigns that truly resonate and drive results.

WCRS and Born Free make a splash with DOOH for World Orca Day

International wildlife charity the Born Free Foundation marked World Orca Day on July 14 with an integrated campaign which saw Ocean Outdoor’s spectacular large format full motion out of home screens transformed into virtual tanks.
Conceived by WCRS, a winner of Ocean Outdoor’s annual digital creative competition, #TankFree uses CGI technology and visual effects from The Mill London to create a series of magnificent life size animated orcas which the public were invited to set free from captivity and return to their natural habitats.
Over the course of World Orca Day (July 14), supporters were asked to help free captive orcas by texting a donation to Born Free. Each £5 donation received causes a captive orca to jump out of the DOOH screen and swim through other nearby sites to freedom. Its escape triggers the arrival of another captive orca, which swims into the virtual tank, triggering further donations.
Celebrated actress and Born Free co-founder Virginia McKenna OBE said: “There are currently 62 orcas in the world which are forced to live in cramped conditions and perform unnatural tricks at marine parks and aquariums. This highly visual, dynamic appeal, created for us by WCRS and Ocean, will help in our mission to end the practice of keeping cetaceans in captivity.”
WCRS creative director Steve Hawthorne said: “Sometimes the most powerful way to get a problem across to people is simply to show it to them in a way that’s hard to ignore. Creating life sized orcas, in digital screens the same size as the tanks that many orcas are kept in, allowed us to do just that.”
#TankFree featured for the day across five “hero” city centre locations including Westfield Stratford, London, the Birmingham Media Eyes, Liverpool Media Wall, The Screen @Arndale in Manchester and St Enoch, Glasgow, from where the captive Orcas will be freed. A further six Ocean screens carried supporting graphics to raise awareness and donations on the same day (July 14).
Out of home and experiential activity was supported by prominent Born Free celebrity patron Lady Victoria Hervey, who visited Westfield Stratford to see the campaign for herself on July 14. Born Free promoted the day’s activities widely on social media, using #TankFree to encourage engagement across the country.
Ocean Outdoor head of marketing  Helen Haines said: “Equating the screen size with the size of a tank is a powerful message. This campaign is a beautiful use of creative out of home spaces and it’s nice that the connection, interaction and positive action coincides on one day. This is a worthy winner of Ocean’s digital creative competition which looks to celebrate big, bold new ideas.”

Ocean Outdoor seeks bold ideas for the 8th annual Digital Creative Competition

Ocean has launched its 8th annual competition to discover the best creative ideas in DOOH, using innovative and emerging technology and techniques.
Ocean’s Digital Creative Competition is now inviting submissions for bold new creative ideas which set new boundaries from brands, the creative community, agencies and charities.
Campaigns can be devised for either UK audiences, or to reach much broader global audiences spanning three continents (Europe, North America and Asia).
This year, to encourage simple and effective creativity, there’s a single category of entry, although submissions for charities and commercial brands will be judged and awarded separately by a panel of industry experts.
Entrants that truly raise the bar will win a share of a £650,000 prize fund and the chance for their creative concepts to be showcased across Ocean’s iconic UK DOOH locations, or via The Alliance network to Europe (Madrid), the USA, the Middle East (Dubai) and the Far East (Hong Kong or China).
Announcing the 2017 awards, Ocean CEO Tim Bleakley said: “Ocean’s annual competition has consistently challenged creative thinking within the all screen market, consistently raising the bar for what is possible over the past eight years.
“It has provided a platform for brands to succeed at global awards ceremonies such as the distinguished Cannes Lions, delivering inspired ideas and aligning creative minds to the opportunities digital out of home affords alongside other progressive platforms and content channels.
“Last year’s winners created some show-stopping media moments on a UK and an international scale. Entering the competition is simple but the rewards are multiple. All you need to compete is an idea.”
It is free to enter Ocean’s competition, which is open until August 25. The winners will be announced at a prestigious awards ceremony at the IMAX in London on October 5.
All you need is an idea
In 2017, Ocean celebrates the 8th anniversary of a competition that has consistently educated and helped drive the DOOH success story. The initiative reflects Ocean’s ethos to stimulate technical understanding and creative exploitation of the medium and with it, drive sector growth and brand count.
Last year’s winners included Churchill Car Insurance with Churchie’s Drive-Thru created by WCRS and the spectacular March for Giants, created by 18 Feet & Rising for the charity Space for Giants.
Eight years of supreme creativity
Ocean’s competition has powered global success stories for visionary brands and agencies who have shown the world how DOOH is closely aligned with other progressive technologies in the screen world and fully integrated with capabilities such as wifi, augmented reality, 3D modelling and audience and vehicle recognition.
March for Giants transcended global boundaries broadcasting across three continents via The Alliance
Gold Cannes Lions for Women’s Aid’s Look at Me and MicroLoan’s Pennies for Life campaigns
Top Shop and Twitter presented catwalk trends live as they happened from London Fashion Week
NHS Blood & Transplant used augmented reality to show the transformational power of life saving blood donations
A live broadcast from the Caribbean was powered by British Airways
Powering a digital billboard using human energy and Pavegen technology to promote the Toyota Hybrid
Feeding pigs apples in a farm in Buckinghamshire, in real time, via your mobile phone from Westfield, London
Integrating EEG technology which reads brain waves allowing a game of Mind Pong, controlled by human thought, for The Brain Tumour Charity
Via: Ocean Outdoor
 

Primesight retains UK's biggest roadside outdoor contract

Primesight retains UK’s biggest roadside outdoor contract
Primesight has retained the £125m Network Rail contract for roadside advertising panels for another seven years.
The new contract, awarded to Primesight after a competitive tender, is the biggest roadside contract in the UK and is made up of over 2,000 billboards.
Primesight said it plans to build another 20 digital billboards on Network Rail land by the end of the year. The current estate includes over 70 digital 48- and 96-sheets and reaches an estimated 78% of the UK population.
As part of the new agreement, Primesight will also take over the advertising rights on Network Rail bridges from April 2018. This contract, which is currently held by Clear Channel, includes the high-profile London locations at Vauxhall and London Bridge, which will also be developed into digital sites.
David Biggs, managing director of property at Network Rail, said: “The successful management of our advertising assets is a key factor in maximising the value of our estate.
“The revenue that this work generates is reinvested back into the railway helping to support our upgrade programme.”
Via: Campaign 
 

This is the new "Minority Report" by Alberto Garcia, Posterscope Iberia

This is the new “Minority Report”

Do you remember the Minority Report (Steven Spielberg) scene where Tom Cruise was strolling through a mall that ” sensed ” his presence and interacted with him offering personalized content? Today we are analyzing a future that is not so far away.
Thanks to technology we live in the era of “ubiquitous connectivity”, that is, the one in which we are connected with everyone and everything around us. And for this, or because of this, cities are transformed. This connectivity has made the momentum more relevant, and when we are away from home the moment is intrinsically related to location. This is the path of Out-of-Home (OOH) to Digital OOH, and finally to Location Based OOH.
Read More ….

 

Posterscope Spain work with Coca Cola in DOOH first

Coca-Cola, is the first brand to be announced on Clear Channel ‘s new Playground digital media installed at La Vaguada Shopping Center in Madrid.

Coca-Cola Zero Azúcar will be the main product on the spectacular digital screens among which are an Led screen of 10 meters of height, that is located in the Great Plaza and is visible from all the plants of the commercial center of Madrid.

‘Wait with a Mate’ by The Lost Dog's Home

GPY&R Melbourne and JCDecaux have developed a new interactive billboard for The Lost Dogs’ Home that allows commuters waiting for a train to ‘play fetch’ with an energetic virtual pooch.
The ‘Wait with a Mate’ campaign is a fully immersive experience that tracks throwing motions via an in-built sensor and accordingly triggers a digital ball’s throw. Once the dog has retrieved it, a real ball with adoption information gets dispensed at participants’ feet.
[youtube width=”300px” height=”200px”]SfeKFnoSUpY[/youtube]
Via: Youtube

What's happening now in OOH?

Tim Sapsford, Managing Director of Meridian Outdoor shares his thoughts on what’s happening in the out-of-home (OOH) space.
At the moment all trends point to digital. The digitisation of OOH is accelerating at pace. New technologies are continually emerging. This year we were told that mobile is quickly outpacing spend at the IAB engage conference. Advertising change is happening, and it’s happening quickly.
Digital OOH (DOOH) is accounting for a greater and greater percentage of infrastructure, largely due to sustained media owner investment. Within planning, in the majority of cases DOOH is still used in conjunction with static outdoor formats to ensure the perfect mix of reach, relevancy and location flexibility. Each format performs different functions: while static formats broadcast a consistent message, providing large cover for a campaign, digital adds a premium or personalised dynamic element.
This year’s theme for dmexco mirrored OOH’s current relationship with digital perfectly, with – ‘digital is everything – not everything is digital.’ Despite digital being key to delivering engaging and targeted campaigns, the rapid progression of digital transformation alongside the new data and technological advancements will be the difference OOH delivers that increasingly connects our always-on consumer.
Alongside the digitisation of OOH, improvements in data, technology and creativity will mean the medium continues to grow and integrate with our increasingly media convergent world for the some of the following reasons.
Technology – A piece of the connected puzzle
As displayed and reported across SXSW and Mobile World Congress this year, the age of the Internet of Things is upon us. Although not at the stage of mass scale productisation, many UK consumers are increasingly adopting wearables, switching on their mobile connectivity and expecting to have their online and offline world seamlessly linked.
Due to this improved ‘digital connectivity,’ the DOOH screen is improving communications with connected objects like mobiles and beacons. These connected objects are not only triggers for digital advertising messages, but they also provide insight and audience behaviour data to improve messaging and targeting of future campaigns.
This in turn is increasing the understanding of consumer behaviours and allowing OOH across the board to offer significantly higher levels of unique targeting and therefore more effective advertising for clients.
Creativity – Dynamic and engaging
Relevancy in OOH is on the rise. Numerous studies have shown that the more relevant and contextual an advertising message is, the more it resonates with an audience. This is particularly true for OOH, where a consumer’s location, state-of-mind and purpose plays an immensely influential role.
Key findings from Theoretical VirtuoCity Research into the effectiveness of the ‘dynamic difference’ showed that using dynamic DOOH to deliver a more contextually relevant message increased: advertising awareness by 18%, recall of the specific creative message by 53% and creative/brand perceptions by 11%.
Dynamic enabling platforms like Liveposter have created the opportunity for creative teams to deliver more contextually relevant OOH content, planned in any location using real time data triggers. Increasingly all campaigns are beginning to use a dynamic element, and I believe dynamic creative will soon become expected by consumers on DOOH screens.
Data – Programmatic, the new kid on the block
The rise of smart scheduling in OOH has seen a range of more targeted campaigns appearing in recent years. Although some programmatic elements such as automated decision making and ad serving are now possible in OOH, the industry still has steps to take until OOH is fully programmatic. For DOOH to become fully programmatic, the transactional element – where delivery, purchase and transaction are linked – will need to be achieved. In order to do this media owner systems will first need to become standardised and become integrated with their booking and finance systems.

Ferrero gives fans opportunity to get personalised kinder Scokolade

To increase brand love and encourage sales of Germany’s most favourite chocolate treat in the pre-Christmas season, Posterscope Germany and Ferrero implemented an engaging and interactive campaign.  Fans could upload their photo portrait onto the Ferrero website and in return receive a personalised pack of kinder Schokolade with their portrait on the front for them to take home.
The activity was supported by a multi-format Out of Home campaign.  In addition to roadside billboards in the Top 10 cities, which featured multiple creative executions of kinder Schokolade, billboards at Point of Sale and branded busses, an eye catching giant digital screen in a highly frequented location in Berlin was utilised.  The digital screen which was located just above the photobox broadcast live the photos as they were taken.
The simple but engaging event performed extremely well with the PhotoBox working to capacity. Despite rainy weather and low temperatures, kinder Schokolade fans were content to wait up to 45 minutes for their personalised kinder Schokolade package. Approximately 3500 personalised packs of kinder Schokolade were distributed and 2300 photos broadcasted live and in real time onto the digital landmark.
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Ocean unveils Piccadilly Lights transformation

Piccadilly Lights, the world’s number one advertising location, is to undergo a complete transformation.
Ocean has won the contract to operate the central London landmark as part of a milestone upgrade of the iconic location to be undertaken by its owner, Land Securities.
Construction, which commences in January 2017, will see the current patchwork of screens replaced with a single state-of-the-art LED digital screen and live technology hub.
The 4K, 790 square metre screen, which will be the largest of its kind in Europe, will divide into six full and subtle motion segments, preserving the Lights’ famous mosaic appearance.
The new Lights will have fast speed wifi, audience and car recognition technology and will become fully responsive to the environment (ie the weather, audiences, traffic), deploying a dedicated leased fibre line to enable for interactivity, moderated broadcast quality streaming and various social feeds.
Coca-Cola, which has been present at the location since 1954, and fellow incumbent Samsung, have confirmed their long standing commitments to the new Lights.
For the first time in its existence, contracts for four other positions on the Lights are available, representing a huge opportunity for global brands that were previously locked out of this world famous location.
The new Piccadilly Lights are scheduled to relaunch in autumn 2017. Whilst works are underway, a static, illuminated banner featuring the signed brands will be in place.
Ocean is showcasing the transformation of the Lights with a print ad campaign including the Financial Times, Wired magazine and Campaign.
Vasiliki Arvaniti, portfolio manager at Land Securities, said: “This is a unique milestone for Piccadilly Lights, which has provided a visual home for much-loved brands for over a century. London is one of the world leaders for digital and technological innovation, and Piccadilly Lights is leading the way, engaging with global brands, global citizens and above all the local community.”
Ocean Outdoor CEO Tim Bleakley said: “Ocean won this tender because we fully understand the need to protect the status of the Lights, but also the need to transform them to maintain that iconic status. The solution we have developed retains the innovative nature of the Lights. Ocean also becomes the first OOH operator to introduce a one screen solution which ticks all the boxes in terms of fully responsive technology.
“Piccadilly Lights is one of the world’s most sought-after advertising sites, and this transformation takes it to the next level. Going forward we will work with all of the stakeholders to ensure the Lights remain a testament to London’s global reputation for defining invention and innovation.”
Aedamar Howlett, Coca-Cola Great Britain and Ireland marketing director, said:  “At a time when there are more advertising opportunities for brands than ever before, there are only a handful of advertising spaces in the world that are as iconic and unique as the Piccadilly Lights. The new technology will allow us to be more creative with how we use the space, providing new opportunities to tailor our messages in real time and engage consumers directly with our content.”
Russell Taylor, chief marketing officer, Samsung UK & Ireland, said: ““Samsung has had the privilege of being associated with Piccadilly Lights, one of London’s most iconic landmarks, for over two decades.  We look forward to the redevelopment of the site, as will the millions global consumers that pass by it every day.”
The current format of four incumbent advertisers and two available screens (called One Piccadilly and The Curve) will be replaced with 790 square metres of screen. This will be divided into two large format full motion landscape segments and four smaller subtle motion squares. Six advertisers, each with two creative approaches, will periodically rotate their subtle and full motion content across each of the six segments. At the end of each 30 minute loop, one single advertiser will take full domination of the complete space.

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