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No ordinary billboard for no ordinary watch

One of the advantages of the Samsung Gear S3 smart watch is its design, as at a glance, it looks like an ordinary watch. The Gear S3 has the aesthetics of a truly premium watch with advanced features built right into the watch design making it easy and effortless to use.
To convey the watch’s features in a smart way, Samsung launched an unusual campaign that looked like another premium watch campaign, under the brand name and tagline “Frontier- The time is now” and made the billboard come to life.
Taking an everyday situation – waiting for the bus – they built a smart billboard that could communicate with the waiting passengers, much to their surprise. The billboard comprised of a ‘static’ male model posing with the watch, who was actually being live-streamed from a room around the corner. When something happened at the bus-stop, the model came to life and spontaneously responded to the situation, much to the commuters’ delight (and shock!) 
You can watch the campaign here.
Via: Best Ads on TV
 

Brands lead the herd in DOOH 'March for Giants'

A herd of digitally-generated 3D elephants is preparing to march across the world, crossing three continents in a spectacular first for digital out-of-home campaign to end the slaughter of endangered animals in Africa.
March for Giants begins in Hong Kong on March 23, progresses to New York and then continues to London on March 24, reaches Birmingham the following day and ends in Manchester on March 26. The campaign transcends international borders to appear across some of the world’s most prominent and impactful digital OOH media spaces: Tsim Tsa Tsui in Hong Kong, Times Square in New York City, Westfield Stratford City in London, The Media Eyes at Grand Central in Birmingham and the Manchester Printworks.
The four-day march mobilises public and corporate power by inviting companies and individuals to generate their own branded adult and baby elephants to join the herd as it marches in real time.
Corporate donors can create their own elephants decorated with their logo and brand colours for £5,000, the amount it costs to protect an elephant for life in the wild in Africa. Individuals can name a baby elephant for £5, or sign up for a £5-a-month year-long donation, which protects an elephant for one year. Corporate donors that have already signed up to the March include National Express, Givergy, Made by Riley, The Delta Group, Westfield, Chantecialle, BCD Travel and First Avenue.
The campaign supports the work of the conservation organisation Space for Giants.
Poachers, mostly supplying Asian demand for ivory, killed close to 150,000 African elephants in the seven years to 2014, reducing the overall population by a third. That equated to an elephant being killed every 25 minutes every day of every year from 2007 to 2014.
The March for Giants was an international winner in Ocean’s annual creative digital competition, which sets out to push the creative and technical boundaries in digital out-of-home.
 
Max Graham, CEO of Space for Giants, said: “We’re racing to protect as many elephants as we can from both poaching and the loss of habitat, which are massive, expanding, and urgent threats to the survival of these iconic animals in the wild. It’s already that serious. Space for Giants has a proven toolkit of tactics to protect elephants, and March for Giants will allow us to put those methods to good use in many more places. It’s a huge boost to have elephants at the centre of this innovative, brilliant campaign, and it’s inspiring to see some of the world’s most recognisable companies and brands already signing up. They clearly see the urgency here.”
Tim Bleakley, CEO of Ocean Outdoor, said: “To see this march of virtual elephants unfold across the world is a massive idea made possible by an incredible team. It’s never been attempted before and we urge everyone who can to get behind it. The creative concept and the cause are worthy winners of our creative competition.”
http://www.marchforgiants.org/
Via: Outsmart

Audience recognition and WiFi drive responsive DOOH campaign to inspire the next generation of female leaders

The Female Lead, a non-profit campaign to make women’s stories more visible has launched a digital out-of-home campaign across the UK using sixty digital screens in partnership with Ocean Outdoor. The outdoor campaign, aimed at igniting self-belief and ambition in young women, features 60 powerful images of inspirational women who are at the forefront of their field of endeavor and are featured in The Female Lead, a collections of interviews by Edwina Dunn, a data-science entrepreneur.
Each interview is illustrated with original photography by world-renowned photographer, Brigitte Lacombe.  Using audience recognition technology, Ocean’s digital screens will serve specifically tailored messages whenever groups of young adult females or adult females are within the vicinity of the screens which are located in nine UK cities.
The Female Lead is also sponsoring Ocean’s wifi network to encourage people to log onto the website and ask to donate a copy of the book to their nominated school. The out-of-home campaign is supported with social media using the hashtag #SHESMYINSPIRATION together with an invitation UK launch event at the Science Museum in London.
Announcing the media partnership, The Female Lead campaign founder Edwina Dunn said: “We hope our book and teaching resource can open up more inclusive conversations about ambition in the classroom, so more young people are inspired and enabled to think positively about their future. Being given the chance to begin that dialogue with 58,413,149 million people directly and immediately through the Ocean network today is equaled by the incredible canvas their screens offer us to showcase our 60 female leads.”
Among the 60 women featured in The Female Lead book are politicians and artists, journalists and teachers, engineers and campaigners, firefighters and film stars. Some have led their profession, some have broken new ground for women and some have inspired change through relentless endeavour. Each of the 60 women tells the story of their personal and professional journey in their own words with interviews undertaken by esteemed journalists, Hester Lacey, Rosanna Greenstreet and Geraldine Bedell. Each woman featured in The Female Lead also has an accompanying video interview by Marian Lacombe.
“Every young woman should have a role model in their lives to draw positive inspiration from. That’s particularly so in my field of engineering and design. To be able to play a part in this launch campaign reflects Ocean’s belief in the value of diversity and opportunity for all.,” said Catherine Morgan, Head of Ocean Labs.
Via: Screen Media Daily
 

Hockney’s LA Garden receives premiere on DOOH across the UK

In a digital out of home first, Ocean Outdoor and Posterscope are collaborating with Tate to broadcast artist David Hockney’s iPad paintings across city and roadside out of home screens in seven UK cities.
For seven days from Thursday, February 9 up to 20 million people across the UK will see animated clips of Hockney’s brushstrokes, building to reveal a painting in the artist’s inimitable style.
The work – Untitled, 382 – depicts Hockney’s garden in Los Angeles and this will be its European premiere.
The campaign coincides with the public opening of the Tate Britain exhibition David Hockney on Thursday, February 9. Ocean will broadcast the creative clip across Signature’s The Loop in Manchester and Birmingham, The Grid city network and Ocean’s roadside Collections. The biggest canvas of all will be the Birmingham Media Eyes. The other cities are London, Edinburgh, Glasgow, Leeds and Newcastle.
Hockney has written a call-to-action that will appear at the end of the clip: Keep Calm and Carry On Drawing.
Hockney wholeheartedly embraces new technology and has painted with iPads since 2010. These works will be the focus of the final room of David Hockney – the most extensive retrospective of Hockney to date.
David Hockney said: “It is a very exciting moment to see this painting of my garden revealed for the first time in Europe, and on its biggest ever canvas. When I created this work I always imagined it would look rather good on a large scale, and I’m delighted that people from across the UK will see this picture come to life. I encourage everyone to keep calm and carry on drawing – and to come see my show at Tate Britain.”
Ocean Group marketing director Richard Malton said: “Being invited to premiere a work which David Hockney has generated in a digital format has to be the purest form of content. This is a highly anticipated retrospective and the fact that we can share it across the UK with 20 million people is an incredible honour.”
Posterscope UK managing director Glen Wilson added: “As an organisation that embodies creativity and innovation, Tate Britain was looking for a unique way to premiere David Hockney’s amazing digital work and its new Hockney exhibition.  This campaign takes advantage of the high impact, real-time, broadcast attributes of digital out of home and we are excited to be part of this DOOH media first.”
Alex Farquharson, director of Tate Britain, said: “We are so pleased to share the brilliant artistry of David Hockney with the country in such an impactful, innovative way. It will be fantastic to see the painting build on these huge screens. I am sure the size will amplify the nuances of Hockney’s working process. I hope that people will be inspired to try new ways of drawing and to visit the exhibition at Tate Britain to see 60 years of Hockney’s creativity first hand.”
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Via: Ocean Outdoor

Stephen Whyte on how programmatic is transforming the creative potential of OOH

The least talked about but most interesting component of programmatic OOH is the transformation that automated ad-serving brings, writes Posterscope’s CEO.
Programmatic out-of-home has been discussed and written about a great deal in recent years and Clear Channel’s plans to accelerate the trading automation of its digital inventory will obviously fuel expectations and discussion further.
However, there are conflicting views about what programmatic could mean for this medium, how it might work and, most importantly, what the benefits to advertisers might be.
In many of the debates, I think that the most important and exciting aspect of programmatic OOH often gets overlooked. Probably because the obvious comparison is programmatic online, discussion tends to focus on the automation of transactions and which model – Programmatic Guaranteed, Private Marketplace or RTB/Open Exchange – is likely to emerge and prevail.
In my view, the answer to this in the short to medium term is Programmatic Guaranteed with each media owner pre-defining pricing by client. This is what Clear Channel announced last week.

In order for a truly biddable market to be established, audience trading metrics and protocols would have to be standardised and agreed across all media owners and agencies.
That’s not likely to be achieved any time soon although the UK is better-placed thanks to Route data than many international markets.
Furthermore, each media owner would have to establish a complex set of pricing rules for their inventory and transfer pricing control from their long-established sales teams and methodologies to a technology platform.
The online advertising market never had this legacy trading approach to overcome, but the cultural shift required for many OOH businesses will be significant.
Close behind the debates about transactional models come the planning opportunities. The provision of real time availability data APIs by media owners will undoubtedly enable faster, more efficient planning by specialists and agencies and almost all the major OOH players in the UK are working to deliver this to some extent in 2017.
But, for me, the least talked about but most interesting component of programmatic OOH is the transformation that automated ad-serving brings. As William Eccleshare noted in his Clear Channel presentation last week, the massive investment in digital screens that the industry has made over recent years has yet to be matched by the dramatic leap in the creative use of the medium that the investment enables.
In addition to being able to buy digital OOH in incredibly focused, targeted and flexible ways, it’s already possible (via platforms like Liveposter), to serve creative content that adapts to multiple, real-time data feeds.
These feeds can be anything from weather to traffic flows, sales, social media trends and other business drivers. Messages can be optimised by target audience subset, by location, by time and day. Advertising content can be drawn from a pool of pre-produced creative work or can be created and edited in real time, in response to relevant data triggers in any and every site location.
In a recent campaign we ran for a client, over 10,000 different creative executions were programmatically served over a two-week national campaign. This highly dynamic use of digital OOH is arguably the biggest single step forward for the OOH medium in decades.
The growth of digital screens in all their shapes and sizes is important and significant but the real power comes from the programmatic ad-serving technology that is available to deliver content to those screens.
It is this aspect of OOH programmatic that is capable of transforming the creative potential of the medium, of attracting new advertisers to it, of building its overall share of media spend and, most importantly, of delivering dramatically more effective campaigns.
And this, far more than the programmatic trading models, is what advertisers and the agencies that represent them should focus on more.
Via: Campaign Live

Weather-triggered billboards remind us that summer – and swimsuit-clad lifeguards – are coming

With the first official day of spring still nearly two months away, the studio behind the upcoming Baywatch reboot wants to remind viewers in some of the coldest climates in America that relief is (sort of) in sight, much like the lifeguards in the movie itself running in slow motion toward a beach-goer in distress.
In order to do so, Paramount Pictures and outdoor advertising company Lamar Advertising have launched a digital out-of-home campaign that changes in real time based on local weather conditions in 16 US markets.
The campaign creative is coded and programmed to pull weather data from the National Oceanic and Atmospheric Administration website through an RSS feed. Each digital billboard reads the feed and determines which creative will run based on the current weather in that location.
That means passersby will see…
A general cold weather ad that runs when the temperature is between 1 and 50 degrees Fahrenheit:

A subzero/icy weather ad that runs when the temperature is 0 degrees and below:

A snowy weather ad that runs when snow is in the forecast:

Or a rainy weather ad that runs when rain/sleet is in the forecast:

Via: The Drum
 

You can't wipe away crime…

Helsinki Police department launched an outdoor campaign for the Christmas holiday period to increase awareness about domestic violence. Together with Helsinki’s Police department and outdoor advertising company JCDecaux, TBWA/Helsinki created this vital campaign with the aim of encouraging people to report acts of domestic violence.
The campaign is an example of hyperlocal and reactive advertising in a traditional medium. The trigger is a real call to 112 (Sweden’s emergency number). The outdoor posters appear immediately after a registered call, in the areas where domestic violence have just been reported. The campaign will use 15 of the closest posters from the address where the actual report has been made and remains live for 48 hours.
The creative idea plays with the night vs. day effect- in the daylight the poster looks like a typical interior design campaign but after dark, background lights switch on and reveal the signs of domestic violence, as a black light does in a real crime scene.
The goal of the campaign is to create media attention and prevent acts of domestic violence during the holiday “peak” season.
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Via: Little Black Book

Camelot, Clear Channel, Posterscope & Vizeum deliver the UK’s biggest ever digital Out of Home campaign on New Year’s Day

In the largest Digital Out of Home (DOOH) campaign in UK history, The National Lottery celebrates a record 347 millionaires made in 2016 and wishes the nation good luck in 2017 across Clear Channel’s entire national digital estate – in partnership with Posterscope & Vizeum.
The New Year’s Day campaign, delivering over 10 million impressions, marks the first time Clear Channel’s entire market-leading digital estate has been taken over by one single brand.
In a media first, National Lottery operator Camelot, in partnership with Out of Home communications agency Posterscope, has celebrated the first day of the New Year by taking over Clear Channel’s entire digital estate in the UK to celebrate a record 347 millionaires made in 2016 and wish the nation good luck in 2017. With almost 6,000 screens nationwide, Clear Channel is the UK’s largest provider of Digital Out of Home media, and the campaign will generate over 10 million impressions in the single day it will be live.
The campaign, delivered programmatically using Clear Channel’s content and inventory management system, Play iQ, will appear across multiple DOOH environments. This includes the UK’s first nationwide roadside DOOH network, Adshel Live, which has just celebrated its 2 billionth play and consists of nearly 1,000 state-of-the-art digital 6-sheets right across the country.
The National Lottery’s ‘Good Luck’ campaign will also run across Clear Channel’s market-leading retail estate which includes Malls Live, recently-launched Malls Live XL, Sainsbury’s Live, Asda Live, Socialite and Forecourts – reaching thousands of shoppers in key locations as the January sales kick off and activating purchase decisions at point of sale.
Camelot will also appear on Clear Channel’s nationwide Storm network of super premium digital screens. The ‘Good Luck’ campaign will take over iconic London DOOH sites such as Storm Chiswick Towers, the North London Towers, Shoreditch High Street and Borough High Street. Across the UK, Storm The Mile in Leeds, Storm Liverpool Towers and Storm Mancunian Junction will also feature the ‘Good Luck’ creative, as well as Clear Channel’s 55-strong nationwide Wrap digital billboard network adding fame and prestige to the campaign’s national reach.
Justin Cochrane, CEO of Clear Channel UK, said: “This is a landmark campaign for Out of Home media, and a fantastic way to kick off 2017. The flexibility of digital has made dynamic campaigns like The National Lottery’s ‘Good Luck’ campaign achievable, and the nationwide footprint of our estate means we can offer advertisers broadcast reach with over 10 million impressions daily.
“As programmatic continues to play an increasing role in the deployment of digital campaigns, it’s great to see brands harnessing the power of Out of Home to engage the public in context, at scale.”
Mark Waddell, Client Director at Posterscope, said: “Camelot was looking for a high-impact campaign that would reach all corners of the UK to wish the nation good luck for the year ahead. This total take-over of the entire Clear Channel estate does this and welcomes in the New Year with impact, we are excited to be part of another DOOH media first.”
National Lottery Marketing Manager, Adam Chataway, said: “With a record number of millionaires made in 2016, we felt that New Year’s Day was the perfect time to celebrate how The National Lottery changes people’s lives and wish the nation luck for the year ahead. The ever-growing scale of Digital Out of Home makes it the perfect platform for us to do that with the necessary reach and impact.”
James Cross, Business Director, Vizeum, said: “Camelot have become drivers of innovation in the Digital OOH space and we are really excited to be using OOH in this creative way. At Vizeum we want to use media to drive growth for our clients. The increasing flexibility of the OOH channel is playing into our hands here and we are delighted to be able to celebrate a record breaking number of millionaires through a digital takeover of this scale.”
Via: Clear Channel UK

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.

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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