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Posterscope Netherlands launches dynamic digital platform, Liveposter

Posterscope has launched Liveposter in the Netherlands. The platform allows Digital Out Of Home campaigns to be controlled centrally, over multiple networks. Campaigns can be adapted and broadcast real-time across complete networks or individual screens.
The platform uses location-related data such as consumer behaviour, weather, search and footfall to optimise campaigns. At any desired time of the day, throughout the campaign period, the advertisement can be adapted and made relevant for the location and the audience present.
Liveposter sets a new standard within DOOH in the Netherlands. Targeting options that have already been available for digital advertisements are now also possible for out-of-home which can now be purchased, adapted and broadcast in a comparable manner. Posterscope is the first OOH media agency in the Netherlands to offer programmatic advertising on DOOH screens from Ngage Media, JCDecaux and Exterion and allows advertisers to benefit from dynamic content campaigns in public spaces.
The first campaign via Liveposter was carried out together with Wehkamp and Ngage Media: a dynamic content campaign based on the current weather in seven different cities with an assortment focus on fashion and garden. From March 12 to March 28, Posterscope served with the help of LivePoster 14 impactful digital screens from Ngage on city squares and shopping centers. With high-level deployment and with the best possible distribution across the Netherlands.
An umbrella in the rain – As soon as it started to rain in one of the cities, a Wehkamp fashion expression with an umbrella was shown on screen level. As soon as the sun showed up, the expression was replaced in real time by a version with garden assortment. The result was a dynamic campaign with which Wehkamp could distinguish itself and was visible in a relevant and surprising way with its products.
Bas van den Hoogen, Country Manager, Posterscope Netherlands: “We launch Liveposter because research has shown that relevant content for the audience present increases the effect of campaigns by more than 15%. The ability to use dynamic content based on relevant data and consumer insights creates a giant step in the digitization of Out of Home. From now on DOOH also belongs to the online media strategy. ”
Via: Posterscope Netherlands / Fonk

Out of Home reports growth of 4.3% in Q4 2017

Outsmart, the trade body for the Out of Home (OOH) industry has announced that Out of Home revenue reported for the quarter October to December 2017 saw the total market grow by 4.3% from £318 million in Q4 2016 to £332 million in Q4 2017.

The strong Q4 contributed towards annual Out of Home revenue of £1,144 million, up 1.5% from 2016.
Digital had a significant quarter of growth with an increase of 17.4% in Q4. For the first time, Digital Out of Home accounted for 50% of total Out of Home revenue, in comparison to 44% in Q4 2016. This reflects the continued investment in state of the art digital inventory as well as conversion of Classic sites.
Figures from the latest Route release (R25) highlight the growing influence of Digital OOH, which now reaches over half the Great British population each week and offers 92% reach in London.
With Digital enhancements at scale and audience growth, the medium as a whole is increasingly effective. A recent studycommissioned by Rapport, in partnership with the IPA, measured the business impacts of both Classic and Digital Out of Home. The results revealed that advertisers spending 15%+ of their budgets on the medium receive a boost of over one-third in market share and a 20% increase in profit growth.
Justin Cochrane, Chair of Outsmart, comments that “the Out of Home industry remains resilient at a time of much economic and political uncertainty. The growth seen last year highlights just how creatively advertisers are using the medium to deliver results.”
Mark Maitland, Head of Entertainment and Media at PwC, said “it is very exciting that in Q4 this year, we saw Digital representing 50% of Out of Home revenues. Digital continues to provide advertising that is more impactful, with increased audience engagement and greater flexibility for advertisers. Out of Home is maintaining its position within the wider advertising market through tactical and targeted Digital investment.”
Download a detailed breakdown of OOH revenue figures here.
Via: Outsmart

JCDecaux extends its digital offering in the finance capital of the UK

With an average salary of £60,000 per annum[1] and showcasing luxury retailers such as Tiffany & Co and Hermes, the City draws a huge £1 billion annual retail spend[2]. As such, it is a prime location for targeting consumers with significant disposable income. Sitting in the heart of this network, the Motion@TheCity channel gives brands the opportunity to reach this affluent audience.
Motion@TheCity sees the installation of five huge new state-of-the-art full motion digital landscape screens in the City of London at London Blackfriars, London Cannon Street, London City Thameslink and London Fenchurch Street. The five new screens are in addition to the four existing screens at Liverpool Street Station and will deliver a total of 16 million weekly viewed digital impressions each fortnight[3]. This new channel is an expansion of the Motion@Portfolio, which currently comprises Motion@Waterloo and Motion@Euston.
JCDecaux has also extended its London Digital Network (LDN) with the installation of six double-sided screens on TfL bus shelters in the City of London. This is the first time digital advertising screens have been installed in this area, making it a media first. The 84-inch digital screens are on key locations including Bishopsgate and Aldgate High Street. The launches are part of the company’s target to reach #onebillioneyeballs.
Via: JCDecaux 

JCDecaux launches the Hull Digital Network

JCDecaux has expanded its small format digital network nationally to Hull, launching 10 new double-sided state of the art D6s in the city centre. As the market leader in digital street furniture, JCDecaux’s Edinburgh and London portfolio delivers 55% of the weekly viewed impressions in this environment (Route 25). The company is now extending this presence into a third city, with the launch of 10 new double sided free-standing digital 6-sheets in Hull.
Hull was awarded the UK City of Culture 2017, an award given every four years to a city demonstrating the belief in the transformational power of culture, and in its inaugural year Hull has hosted over 450 events, exhibitions and cultural activities.  This has attracted over 1.4 million visitors to the city and provided a £1bn boost to Hull’s tourism economy (hull2017.co.uk).
With a mix of retail including House of Fraser and Debenhams, Hull is a top 40 UK city with an annual retail spend of £428m (CACI). The new digital assets provide advertisers with an unmissable opportunity to engage with audiences as they move around the city.
In Q1 2018, JCDecaux will further expand its digital street furniture portfolio into the City of Bristol.
Via: JCDecaux

Posterscope Brazil implement city-wide campaign to raise awareness of new digital TV signal

Posterscope Brazil have created an integrated campaign to raise awareness of analog TV signal switching to digital to the citizens of Rio de Janeiro. The OOH excution formed part of an integrated campaign including TV and radio.
The Boulevard Olímpico, in Plaza Mauá was transformed for the campaign, with additional beacons placed in stations to detect the arrival of a train at a station and triggering site-specific content. 
The campaign’s goal is to illustrate the concept of “See the world without drizzle on your TV”, referring to the main benefits of the new digital signal, which offers cinema-quality picture and sound to viewers.
“This is a real example of the potential and impact that OOH media has when well planned and integrated with the advertiser’s strategy, adding timing , impact and simple communication features ,” says Marco Muñoz, COO of Posterscope Brazil.

JCDecaux announces new digital offer for Westgate Oxford

The contract – with longstanding partner of JCDecaux, Landsec,- sees the launch of 17 premium 80” digital 6-sheet screens and two of JCDecaux’s giant M-Vision portrait style screens. All have been strategically located across both floors of the shopping centre which is anchored by a flagship John Lewis.
With a £577m annual retail spend, Oxford is one of the wealthiest catchment areas in the UK. The new 800,000 sq ft Westgate Shopping Centre features over 100 stores as well as a luxury rooftop terrace for alfresco dining and a luxury Curzon cinema. With a predicted 15m annual footfall, the partnership will deliver 1.3 million weekly viewed digital impressions for brands looking to reach an affluent audience.
Via: JCDecaux

Clear Channel unveils the first DOOH Christmas Gift Guide

  • Unique campaign will showcase Christmas gift ideas from six advertisers to 6.2 million consumers across the UK.
  • Uses the creative capabilities of DOOH to reach, engage and inspire shoppers.
  • First of its kind campaign running nationwide on 900 screens in key shopping locations across Adshel Live digital street furniture network.

Clear Channel has unveiled the first digital out of home (DOOH) Christmas Gift Guide, featuring gift ideas from a range of brands to inspire shoppers in the run up to the festive season.
The campaign showcases products from six advertisers and is currently running nationwide across 900 screens from Adshel Live’s digital street furniture network located in premium locations targeting shoppers on busy high streets and roadsides.
The first of its kind campaign was inspired by traditional printed Christmas gift guides and the concept has been adapted to utilise DOOH’s creativity and flexibility. Each 10 second spot includes all six brands in creative reminiscent of the traditional gift guide layout, and features subtle animation to drive cut-through and engage consumers. The campaign will be live during shopping hours and will be played out 2 million times during its two week run, reaching an estimated audience of 6.2 million people.
Chris Pelekanou, Commercial Director, Clear Channel, said: “The beauty of DOOH is both its flexibility and creative capabilities. The DOOH Christmas Gift Guide is a unique and creative solution developed to enable advertisers to put their brands at the forefront of peoples’ minds in the run up to Christmas. Its play on the traditional gift catalogue concept is a fun and effective way to inspire shoppers, and will reach large audiences across busy high streets nationwide through Adshel Live’s network of digital screens.”
Via: Clear Channel
 

Admedia Nexus Expands to 30 Sites

Following its launch in April earlier this year, Admedia have just announced the next roll out phase of Admedia Nexus – the largest roadside digital full motion network across the UK.
From October the Nexus network will increase from 18 to 30 key sites that connect the UK’s top 20 conurbations.
The dominant positioning of the additional 12 screens at the entrance of the busiest Motorway Service Area amenity buildings ensures the network effectively reaches the highest footfall areas.
Partnering with the leading digital OOH technology companies in the UK, Admedia Nexus uses cutting edge digital technology to deliver augmented reality, social media amplification, as well as geo and traffic data driven campaigns.
With 8.5 million motorists stopping every week, Motorway Service Areas directly reach core audiences including Family, SME, Travel & Tourism, Entertainment & Leisure, Motoring and CTN.
Campaigns since the launch have included a wide variety of advertisers such as Land Rover, Isuzu, Lucozade, 20th Century Fox, O2 and Renault.
Phil Daniel, Admedia’s Managing Director of Sales and Marketing, comments, “We are delighted at the rapid expansion of the Nexus network, which reconfirms our belief that there is a strong demand for dynamic full motion screens to reach our key Motorway Service Area audiences. With the recent dynamic copy from Virgin Trains and full motion content from Land Rover, we are seeing a significant increase in clients utilising the interactive digital technology to dominate our captive environments.”

London’s iconic Piccadilly Lights are switched back on

The world-famous Piccadilly Lights were switched back on at 8am today (Thursday 26th October) , after a nine month period of renovation. A spectacular display of colours, which were sponsored by members of the public as part of a fundraising campaign for Barnardo’s, was the first image to appear on the new screen.
Landsec, the owner of Piccadilly Lights, has replaced the original patchwork of screens with a single state-of-the-art 4K LED digital screen and live technology hub, which allows the screen to react to certain external factors, such as the weather or temperature. This feature enables brands to display creative and innovative content, such as weather-appropriate clothing. The technology does not collect or store any personal data and is unable to record images or audio.
Coca-Cola, Samsung, Hyundai, L’Oréal Paris, eBay, Hunter and Stella McCartney are now advertising on the newly-launched screen, which is managed by Ocean Outdoor.
Ocean Outdoor chief executive officer Tim Bleakley said:
“Piccadilly Lights is one of the world’s most responsive, feature-rich advertising displays. Today is a major milestone in the history of Piccadilly Lights and to mark it we have a superb line-up of iconic global brands across six categories ready to exercise its creativity.”

JCDecaux introduces brand charter to audit digital out of home ads

Outdoor advertising specialist JCDecaux has launched a unilateral digital out of home (DOOH) standard, for which it is thus far the sole signatory, in the expectation that other players in the sector will follow suit.
BranDO will be verified and audited by PricewaterhouseCoopers and dovetails with its own automated digital trading platform, as the group seeks to marry its estimated 48% DOOH market share in the UK with its partners.
Spencer Berwin, co-chief executive officer at JCDecaux UK, said: “We must maintain advertisers’ trust and create working practices that ensure a brand safe environment. We are committed to growing the medium through a new automated platform by putting the advertiser at the heart of what we do.”
Consisting of a set of guidelines governing issues such as viewability, measurement, accountability, transparency and brand safety, the standard will become a de facto blueprint for the brand going forward.
This will operate in concert with a new trading platform which marries an integrated content management system with geo-location management, all of which will be compatible with existing partners and emerging platforms.
Via: The Drum