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Engagement uplift for Stena Line by adding a programmatic mobile campaign to Out of Home

In cooperation with Isobar and Amnet Posterscope Netherlands created an Out of Home awareness campaign combined with an online mobile 360° ad for ferry company Stena Line. Combining Out of Home with a location-driven mobile campaign and a mobile audience creates an uplift with more impact and engagement. By using a programmatic strategy, the best of both mediatypes is optimally utilized to reach the target group on the biggest and the smallest advertising screen at the same time.
From Goal to Strategy
With their core business on the holiday market, visibility just before the high season with a focus on branding and awareness were the main campaign goals. To translate this into a strategy Stena Line wanted to be visible from the end of May until July because during this period most potential clients get inspired and book their holidays. Until the end of July, the campaign will be exposed on digital highway billboards, big screens at subway/train stations and on mobile with a 360° ad.
Cross channel boosting effect
For this campaign Out of home was the perfect medium to create awareness and generate exposure. The use of digital screens totally suited the campaign goals of Stena Line. To add an extra campaign layer, the programmatic trading desk Amnet purchased a mobile campaign based on geofencing (proximity) and a pre-defined audience. Therefore, they used gps-locations with a focus around train stations. The digital Out of Home screens were exposed on working days and during the weekends between 16:00 and 19:00. Whenever passersby were near a train station they both got to see the ad on the Out of Home screen and on their smartphone. To give this ad an extra brand experience Isobar created a rich media ad with the use 360°.
From insights to effectiveness
By using a mobile strategy and data it’s possible to provide insights on the effectiveness of the Out of Home campaign. It gives us the opportunity to define the number of clicks and the engagement by location. Overall the combination of Out of Home and Mobile enchances target group insights based on POI’s. We can also retrace passersby who interacted with the Out of Home object, which gives us the possibility to optimize the next campaign. This proofs that Out of Home and Mobile are the ingredients for a success formula and for creating a campaign uplift.
  
Credits
 Client:                                    Stena Line, Mariel Korpel, Stefan van Beek
Out of Home specialist:      Posterscope, Bas van den Hoogen, Roos Groesz
Experience design:              Isobar, Melvin van Gom
Programmatic:                     Amnet, Frank Meiland, Guido van Oosten
Media owners:                     CS Digital Media, Interbest, Ngage Media, OOHA media

It’s lights out for Piccadilly in preparation for major redevelopment

The world famous Piccadilly Lights will be switched off this morning as works begin on a major redevelopment of the iconic landmark and globally-recognised advertising space.
A state-of-the-art new screen will be unveiled in Autumn 2017, with a static advertising banner set to cover the space until then.
The Lights are rarely switched off, with notable exceptions including the duration of the Second World War, Winston Churchill’s funeral in 1965 and Princess Diana’s funeral in 1997. This significant moment will therefore be marked by a montage of historic footage of the Lights followed by a short countdown, before the six separate advertising screens are turned off for the final time at approximately 8.30am.
The current screens will be replaced with a single screen of the same size and shape which will be one of the highest resolution LED displays of its size in the world. Six advertisers will share the fully responsive and interactive new screen, taking advantage of its capacity for live video streaming, lifestyle updates such as weather and sports results, and real time social media feeds. Coca-Cola and Samsung have renewed their long-standing commitments, leaving four more brands the chance to secure a coveted spot.
Land Securities, the UK’s largest property company and owner of the unique West End site, has worked with premium digital out-of-home media owner Ocean Outdoor to secure permission from Westminster City Council to undertake the major upgrade.
Ocean CEO Tim Bleakley said: “For the first time, the Lights are witnessing their very own commercial ad break. Needless to say, we are totally committed to working with all the partners on this milestone project to maintain the iconic status of this prestigious landmark. I personally can’t wait for the switch on date later this year.”
Via: Outsmart
 
 

British Land secures 100 screen portfolio deal with Clear Channel UK

British Land has signed a significant digital advertising contract with Clear Channel UK to install over 100 digital advertising panels across its regional and local multi-let retail portfolio. The initiative supports the company’s vision to create Places People Prefer by enlivening the consumer experience in response to changing modern consumer lifestyles.
In addition to driving incremental income into the business, British Land will benefit from enhanced consumer insight to further its already strong understanding of consumers which informs its strategy and benefits occupiers by increasing retail spend. The transaction represents a first for both British Land and Clear Channel UK in its scale.
State-of-the-art digital advertising panels will go into centres including Meadowhall, Sheffield; Ealing Broadway, W5; Drake Circus, Plymouth; St Stephen’s, Hull; Glasgow Fort; Fort Kinnaird, Edinburgh; New Mersey, Speke and Teesside, Stockton. The deal is an evolution of an existing partnership that started at Meadowhall almost ten years ago.
Clear Channel UK will provide a mix of large format and ‘6-sheet’ sized digital screens and interactive digital screens across the centres. This will enable increased engagement with consumers through touch screen and interactive technology which engage all five senses and allows occupiers to understand their customers better through advertising and product placement. The Meadowhall screens will also have bespoke design features that will reflect the distinct districts being delivered as part of the centre’s substantial £60m internal refurbishment which is due for completion by the end of 2017.
The digital transformation of British Land’s in-centre retail advertising forms part of Clear Channel’s ongoing investment in smart technology. The new network of screens will run on Play iQ, Clear Channel’s product management platform.
David Isom, Commercialisation Manager for British Land, said: “The partnership with Clear Channel UK is part of our continued drive to enhance the use of technology across our centres and enliven the consumer experience in response to the changing way people live their lives. The mix of large format and interactive screens will offer brands the opportunity to better engage with our audience. We look forward to furthering our relationship with Clear Channel and are continuing to explore other opportunities across our £20 billion portfolio.”
Chris Pelekanou, Commercial Director for Clear Channel UK, said: “We’re delighted to be working with British Land on the digital transformation of advertising across its nationwide retail portfolio. Building on our long-standing partnership in Meadowhall and Drake Circus, the introduction of digital screens will provide flexible, dynamic advertising for brands, and unforgettable media experiences.”
The digital advertising panels will be installed over the course of 2017.
 

Forrest Media Extends Digital Portfolio in Scotland and Newcastle

Forrest Media, Scotland’s largest Digital screen operator, has started 2015 with a flurry of exciting new digital developments, including two new Scottish screens − in Edinburgh and Glasgow − and a planned second screen in Newcastle.
The ‘CityScreen Glasgow Southern Gateway’ and the ‘CityScreen Edinburgh Eastern Gateway’ both stand at 50 sqm and dominate vital routes into both major cities, offering optimum exposure for advertising brands. The ‘CityScreen Glasgow Southern Gateway’ is Forrest’s third digital outlet in Scotland’s largest city, whilst the Edinburgh site is the group’s third OOH offering in the nation’s capital.
With the new additions set to increase Forrest’s portfolio to a total of eight digital screens throughout Scotland and the north of England, Forrest MD, Marc Keenan, said: ‘Our detailed local knowledge has, once again, allowed us to pre-plan these vital routes and then go out and develop these with new digital platforms. These sites further strengthen our ownership of prime OOH sites in the north of Britain.’
In addition to these sites, Forrest Media has announced the imminent arrival of a second spectacular screen in central Newcastle.
Planned for May 2015, ‘CityScreen Newcastle Central’ will dominate Newcastle’s Times Square, delivering an impressive 50 sqm of digital platform to its advertisers.  The screen will sit proudly on Newcastle’s famous Life Building, at the forefront of Times Square in the centre of the city, and will be perfectly positioned to be seen by those departing from Newcastle’s bustling main rail station.
All three screens have been specifically developed to geographically enhance the company’s existing offering.
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Vitaminwater #makeboringbrilliant

The Vitaminwater #makeboringbrilliant campaign aimed to promote awareness of the brand within growth markets. The idea was to take the ordinary, everyday and make it more exciting. At the Columbus Circle subway station digital screens displayed a “boring button”. When the button was activated, the screen revealed a funny clip that would brighten that person’s day. The call to action #makeboringbrilliant was supported through tv and online, asking fans to tweet @vitaminwater what was boring to them. Twitter would respond or tweet back at that person with a wacky image or video. Created by Posterscope USA.

The world's largest exhibition

On May 15th 2012, ADay.org asked people around the world to pick up their camera and photograph daily life. Over 100,000 photos from 165 countries were submitted.  On 8th October, the 2nd stage of the project began when forty-five of the best photographs were shown around the world in the largest photography exhibition ever staged – reaching an estimated worldwide audience of 46 million over a period of 48 hours. The massive operation was executed by the Posterscope network and involved 284 digital networks, 73 media partners and over 85,000 screens across all the major continents.  This global synchronised exhibition kicked off on the farthest easterly screen in Sydney, Australia and traveled across the world until it reached the most westerly screen in the USA.
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