Posterscope share location expertise

By Dominique Fyson, Strategic Account Director
As part of the Digital Academy series, last week Posterscope hosted a Mobile and Location session, the final in a 4-part mobile series led by Fetch.
The aim of the session was to demonstrate how Posterscope are using mobile in the OOH industry and Strategic Account Directors Dominique Fyson and Brad Gilbert covered 4 key areas:
Planning OOH using mobile data:
Thanks to smart phones, we now have access to large data sources that allow us to break away from traditional audience demographics, and enable us to plan based on behaviours and interests. To achieve this we have created a number of partnerships in order to access a variety of mobile data. Firstly our exclusive partnership with EE gives us access to telco data. Secondly our partnership with tech start-up Locomizer gives us access to both social and mobile GPS data.
Location Analytics:
Alongside planning OOH more efficiently, we are now using mobile data to build out our location expertise, beyond planning posters and digital screens. So we are using this granular mobile data to truly understand different audiences, where they are, what they are doing and where they are going. We know that location analysis is becoming increasingly important to all of our clients, so we are constantly building and evolving this offering, and offering insights and services that go beyond the media plan.
Mobile Media and OOH:
Planning OOH alongside mobile isn’t just about using data. As we know that 99% of smartphone owners will use their device while OOH in a given week, it gives us the opportunity to create synergies between the two channels, and to really support the brand messaging. Working with Fetch we can now activate these two mediums side by side.
Building Mobile Engagement:
Lastly we looked at how we can use mobile tech to create engagement in the OOH space. We are constantly looking for new solutions to link these two channels, and to close the loop between knowing someone saw an OOH ad, and then completed a particular action. The mobile experience is obviously really important as we all have to deal with low-time, low-attention consumers. Therefore we are really interested in tech that has the potential to be easily adopted in the market, and is easy for consumers to understand. We then ran through some examples such as Beacons, linking OOH and social media apps like Snapchat and Instagram, physical payments through contactless technology, amplification of live events and dynamic OOH capabilities.
Finally the session concluded with a short presentation from our mobile partner Meshh, who have created a way of connecting any mobile device to any billboard within seconds, allowing for the immediate transfer or download of relevant digital content. The technology does not require an app and works without the need for any data or internet connection. They are a fascinating company, and we are hoping to work closely with them across 2017.

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.

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

The Real World August 2015

Posterscope’s latest monthly market update The Real World containing latest industry news, key facts and figures and cool out-of-home campaigns is available to read on Slideshare.

JCDecaux launches South Bank SE1

19th January 2015: After the iconic Old Street EC1 launched in October, JCDecaux has kick-started 2015 with the launch of a new digital Outdoor tower set in the cultural heart of London, South Bank SE1.
The gateway to the West End, South Bank SE1 is located on Waterloo Bridge and reaches desirable London audiences; from affluent commuters and South Londoners, to national and international visitors interested in arts and entertainment.  South Bank SE1 is a state-of-the-art double-sided superstructure and the first location to launch as part of JCDecaux’s 2015 digital roadside investment.
Spencer Berwin, Managing Director – Sales, said: “I’m delighted we are launching this new tower in one of the key cultural hubs of London. South Bank SE1 will be one of the most sought-after DOOH locations in the capital as it provides advertisers with the opportunity to captivate a truly unique audience in South London.”
As part of its partnership with JCDecaux, Coin Street Community Builders, the social enterprise and development trust, will run content on South Bank SE1 to promote their redevelopments and events in the South Bank area.
Alison Pinner, Commercial Director of Coin Street, said: “We are proud to be embarking on an exciting new partnership with JCDecaux to further highlight South Bank as a vibrant and thriving destination as well as promote our key news and events in the local area using this new digital communications channel, South Bank SE1.”

Five Top Trends for Out-of-Home in 2015

The last couple of years have seen the out-of-home (OOH) industry evolve more rapidly than ever before, but 2015 is set to be the industry’s most transformative year yet. An ever expanding network of digital inventory and increasingly sophisticated targeting technologies are enabling advertisers to increase both campaign efficiency and effectiveness, reaching their audiences in creative and engaging new ways. Here are Posterscope’s top five predictions for what 2015 holds for OOH advertisers. Click here
These predictions are just the tip of the iceberg. We’ll also see advances in OOH accountability, increasing amounts of content served via DOOH screens and a growing focus on furnishing consumers with experiences via multiple channels. The industry is at an incredibly exciting moment in its history, and 2015 will see it become an even more important consideration for advertisers.