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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

Countdown to a Millionaire in dynamic DOOH first

In an Irish media first, Posterscope’s Irish office PML Group has delivered dynamic Digital Out of Home at scale in a campaign using its proprietary Dynamic platform.
Working in conjunction with Starcom and creative agency, Rothco, PML Group rolled out its new capabilities with a National Lottery campaign which encompassed a live countdown clock to the Millionaire Raffle which took place on New Year’s Eve. The winning €1 Million ticket was sold in Wexford.
The Dynamic platform enables digital campaigns to run seamlessly across multiple networks and media owners. It uses a range of available data sources to optimise the communication across the day, week or campaign period and provides full control over the content without the need to individually supply media owners’ systems. Research has shown that OOH using dynamic digital content boosts overall effectiveness by an average 19%.
The live countdown clock featured on the Clear Channel’s new Tesco Live screens, the city centre street side Orbscreen network, and mall digital encompassing Exterion Media’s dPods and JCDecaux’s iVision. Supplementing the dynamic digital was a heavyweight national 6 Sheet campaign comprising Bus Shelters, Adshel and Adboxes.
Speaking of the campaign, PML Group’s Managing Director Geoff Lyons said, “Our proprietary Dynamic platform allows us to deliver contextually relevant advertising at scale and in real time across multiple DOOH networks for our clients using a multitude of scheduling and content triggers. This technology is the perfect tool enabling us to deliver on brief for the National Lottery driving excitement and awareness at screen right through to purchase. This campaign encompassed advertising across the entire OOH sphere using an array of formats in classic and digital whilst cleverly utilising our Dynamic platform allowing for live content served across a variety of digital screens at the right time and in the right place. “

Posterscope USA launches 'Boston Digital OOH Takeover' for Mastercard

To promote Mastercard’s Bank of America Small Business credit card, Posterscope USA launched a ‘Boston digital OOH takeover’, which  includes digital screens at Boston Airport, digital bulletins on the roads, digital urban panels on the streets and digital full motion spectaculars. The campaign targets BAC’s HQ in Boston’s Financial District and downtown areas with core small businesses and start-ups, with up to ten creatives specifically designed and scheduled to target weekends, mornings, lunch and late nights.
An exclusive rain trigger reads “Growing your business means weathering storms”
The campaign runs until November 26th and keep an eye out for an upcoming stunt with a flying car!

Countdown begins for world-famous Piccadilly Lights switch on

The countdown has begun for the world-famous Piccadilly Lights to be switched back on, after over nine months in darkness for major renovation work. To mark the moment, Landsec, the UK’s largest listed commercial property company and owner of the Lights, is launching the #PiccadillyOn campaign, bringing colour to life in aid of Barnardo’s.
The #PiccadillyOn campaign, which launches today, invites people around the world to be part of this remarkable moment in London’s history. For a minimum donation of £2.00, people can sponsor a unique colour chip which will form part of a 3D countdown clock on the screen, before forming part of a choreographed reveal moment in October.
At the moment of relaunch, the screens will be powered up with a spectacular display of the sponsored colours, each of which will be shown on screen and live streamed on Facebook for fans across the globe to watch.
Anyone can own a unique piece of London’s digital history by visiting www.PiccadillyOn.London, where they can choose their colour to support Barnardo’s and be part of this historic moment. Supporters will receive their unique digital colour chip to post on their social media channels.
All money raised will go to Barnardo’s, the UK’s largest children’s charity and Landsec’s national charity partner for 2017. Coca-Cola, which has long been part of Piccadilly Lights’ history, has kicked off the fundraising with a donation to sponsor their red colour chip.
The Piccadilly Lights site has been under renovation since January. The original patchwork of screens is being replaced with a single state-of-the-art 4K LED digital screen and live technology hub. This will be the largest screen of its kind in Europe and will be able to divide into six full and subtle motion segments. Advertisers will be able to stream live videos, lifestyle updates, such as weather and sports results, and real time social media feeds.
Vasiliki Arvaniti, Portfolio Manager at Landsec said:
“#PiccadillyOn continues Piccadilly Lights’ tradition for innovation, offering brands pioneering technology to connect with and create new experiences for the 100 million people who pass through Piccadilly Circus every year. It’s a privilege to be able to fundraise for Barnardo’s as we deliver such a historic moment for London.”
Javed Khan, Barnardo’s Chief Executive said:
“We’re absolutely thrilled that Landsec has chosen Barnardo’s, the UK’s leading children’s charity, to be the beneficiary of the #PiccadillyOn campaign. By sponsoring a colour, members of the public will literally be lighting up the lives of thousands of vulnerable children and helping them to have brighter futures.
“A donation will allow us to continue our vital work supporting children most in need to lead positive and fulfilling lives.”
  
Aedamar Howlett, Marketing Director at Coca-Cola Great Britain said:
“The Piccadilly Lights have been an important part of our marketing strategy for over 60 years and we’re proud to continue this legacy with #PiccadillyOn, which not only supports an important UK charity but allows members of the public to be part of advertising history.
“We look forward to a new chapter for the Piccadilly Lights and showcasing new Coca-Cola content on the innovative screen.”
Landsec worked with premium digital out-of-home media owner Ocean Outdoor to secure permission from Westminster City Council to undertake the major upgrade.
Ocean Outdoor CEO Tim Bleakley said:  “Piccadilly Lights is the world’s most complex, feature rich advertising display and surpasses all other out-of-home sites for its technical and interactive broadcast capabilities.
“Operationally, Piccadilly Lights will be like running six TV channels. No other screen can synchronise content from six advertisers to a precise broadcast transmission schedule which is timed to the second. This project is a terrific investment in the development of digital out of home; it demonstrates pioneering leadership and innovation in this field.”
The new screen was manufactured by Daktronics and is supported around the clock by a bespoke technical hub developed by Landsec, Ocean and London based Digital Media Technologies.
To get involved and be a part of the iconic switch-on moment, people can choose their colour and donate at www.PiccadillyOn.London and share their support on social media using #PiccadillyOn.
Via: OutSmart

Limited Space continues roll out of digital screen network with multiple additions

Limited Space, the shopping centre media specialist, is continuing the rollout of its brand new Orbit digital screen network, with the installation of a giant screen at intu Metrocentre, Gateshead.

Measuring 7x4m, the site is the largest available digital screen in UK shopping centres alongside Limited Space’s Orbit screen at intu Lakeside, which was launched in June this year.
As well as delivering high definition dynamic display at 4.8 pixel pitch and full audio as standard, the screen is the second site in the Orbit portfolio to use specialised rotational technology. In addition to linear, interactive and dynamic content, as part of a creative DOOH experience the screen can seamlessly move from landscape to portrait to deliver unique, impactful and memorable campaigns.
Limited Space’s Orbit network will continue to expand with installations planned for intu Milton Keynes, St Enoch and SOAR at intu Braehead over the next few weeks, taking the entire network to a total of 17 giant landscape screens across 12 flagship shopping centres.
Via: Limited Space

Interactive bus stops in San Francisco act like virtual aquariums

For Monterey Bay Aquarium’s 2017 “Share the Love” campaign, bus riders and pedestrians on the sidewalks of San Francisco will have their own authentic aquarium experience as they encounter custom-built, state-of-the-art interactive bus shelters in a series of  creative executions.

The dynamic digital screens  display a beautiful underwater scene full of colour and natural motion, featuring a fashionable cuttlefish. For those who stop to admire him, the imaginative cuttlefish – a natural master of camouflage – will detect the colour of the current viewer’s clothing, morphing his on-screen colour to match his admirer and relay a personal message.
The digital displays will also showcase scenes of the aquarium’s real-life underwater beauty, framed by animated silhouettes of aquarium “visitors” observing the magic. When pedestrians step within range, the experience will capture that person’s silhouette and display it onto the underwater experience itself. Users will be playfully prompted to show their “best octopus impression,” test “how high they can jump,” and more.
[vimeo width=”300px” height=”200px”]227008301[/vimeo]
Via: Best Ads on TV

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.

Posterscope launches SanPellegrino Weather Triggered #DOOH campaign

SanPellegrino have launched a locally targeted, weather-triggered, dynamic out-of-home campaign to bring the picture perfect Italian lifestyle to high streets across the United Kingdom.
Deployed by location marketing specialist Posterscope and media agency Zenith, the campaign for SanPellegrino’s sparkling fruit beverages uses real time data feeds to dynamically deliver relevant creative executions based on weather temperature, location and time of day.
Anitha Ilangovan, Client Director at Posterscope told us “This campaign uses location-marketing expertise to ad-serve relevant creative to audiences at the right time, in the right place. Using real-time weather data from both the UK and Italy, along with location based data and dynamic creative, SanPellegrino is able to bring a taste and flavour of Italy to consumers in an engaging way.”
The campaign portrays “The Life Deliziosa’, SanPellegrino’s manifesto to live surrounded by beauty, under a warm sun and the wonderful Italian setting. When the temperature falls or clouds appear, Posterscope’s Liveposter platform serves creative executions featuring the current temperature in SanPellegrino’s home town of Sicily and encourages viewers to imagine themselves in Italy. When the sun shines and temperatures rise, the messaging encourages people to soak up the sun in their specific location.
Olivia van Vredenburch, Brand Manager, International Brands, Nestlé Waters (UK), was quoted as saying “SanPellegrino sparkling fruit beverages capture the flavours, smells and sensations of Italy. We wanted to bring “The Life Delizosa” manifesto to the UK in a captivating way and by tapping into real-time weather and location data, we’ve been able to do just that – celebrating when the UK weather is good and sharing the Sicilian weather when it’s not so great.”
The campaign appears on Adshel Live and large format iconic digital sites in key UK cities until the end of July.

Programmatic OOH's strength lies in content, canvas and context- by Glen Wilson

For a legacy medium like out-of-home, there are a number of crucial factors to consider when gearing up for an automated future, writes Posterscope’s MD, Glen Wilson
Digital out-of-home (DOOH) is increasingly being used in more flexible, dynamic ways and integrating more and more varied data sources, consequently allowing us to display ever more relevant content to audiences.
As a result of these advancements, programmatic OOH capabilities are accelerating at pace now too. You can’t go far without reading or hearing about OOH programmatic at the moment, both in the UK and across the globe.
We have seen announcements recently from a number of media owners launching programmatic capabilities, and I think these developments will only continue to intensify in the coming months.
But while all these media owners have announced tangible, exciting and significant developments, with substantial resource and investment behind them, there are still differing views about what programmatic means for the OOH medium, and perhaps more importantly, the benefits it will offer to advertisers.
As programmatic media developed alongside the digital and mobile media model, the programmatic transactional element adapted simultaneously to become automated.
There are several considerations to automate that transactional element for a legacy medium like OOH, not least taking into account physical inventory. Therefore Programmatic OOH is being defined in many different ways and it is yet to be determined which trading model will ultimately win out – Programmatic Guaranteed, Private Marketplace or RTB/Open Exchange.
Running alongside the debate over transactional models is the planning opportunities that programmatic can provide. As media owners invest in API systems that match real-time availability with data sources this will certainly enable faster, more efficient planning by specialists and agencies. Almost all the major OOH players in the UK are working to deliver this to some extent in 2017.
For the Posterscope team, however, the most exciting and important aspect of programmatic OOH is the transformation that automated ad-serving of creative has enabled. The ability to tailor content based on real-time data optimisation is potentially the biggest single step forward for the OOH medium in decades.
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 in the effectiveness of this “dynamic difference” revealed that ad-serving relevant content by audience increases the overall effectiveness of a campaign by +15%.
Furthermore, we know this makes a difference to a brand’s interaction with their audience. The research from VirtuoCity also revealed that using dynamic DOOH to deliver a more contextually relevant message increases advertising awareness by 18%, recall of the specific creative messages by 53% and creative/brand perceptions by 11%.
We’ve seen huge investment in digital screens in the past few years and by leveraging the agility and flexibility of these increasingly digital networks, we can utilise real-time planning to deliver pieces of communication automatically, in a given time or place, driven by pre-programmed rules.
Additionally we have the increased ability to ad-serve and optimise creative delivery with messages that contain dynamic elements and, informed by data, reflect more closely what audiences are thinking, feeling and doing at those moments.
We are already serving creative content that adapts to multiple, real-time feeds, such as weather, traffic flow, sales, social media trends and a multitude of other business drivers, via the Liveposter platform, along with creative content drawn from pre-produced work or created and edited in real time in response to these data triggers.
Unfortunately this dynamic capability is far from being used to its full potential and is currently the award-winning work of the few rather than the many.
More than the new types of trading models, it is this customisable aspect of OOH programmatic that is capable of transforming the creative potential of the medium, attracting new advertisers to it, building its overall share of media spend and, most importantly, delivering dramatically more effective campaigns.
This is this is where the OOH industry needs to focus, communicating this world of possibility to advertisers and the agencies that represent them.
Via: MediaTel
 

Vauxhall Motors launch new Insignia Grand Sport using real-time traffic data to reach motorists with digital OOH campaign

Posterscope and Carat have launched a dynamic, digital OOH campaign for Vauxhall Motors as part of a nationwide campaign to launch the company’s new flagship vehicle, the new Vauxhall Insignia Grand Sport.
The campaign launches this week and uses real-time traffic data to deliver contextual ads to motorists stuck in traffic jams. Whenever car-speeds go below the appropriate threshold, tailored creative executions are deployed to highlight the innovative range of technology solutions available in the new Vauxhall Insignia. More generic creative will play-out when car flow is moving normally. Liveposter will create poster templates to automate the scheduling of copy changes which will be pre-agreed and supplied via a content matrix.
Using the Liveposter platform and traffic data supplied by INRIX Traffic, the campaign will be seen on 16 digital 48 sheet sites and 10 large digital format screens on key arterial routes in Birmingham, Leeds, Manchester, Bristol and London until the end of the month.
Andy Biernacki, Head of Brand at Vauxhall Motors, said: “With all the innovative game changing tech in the new Insignia, we wanted to ensure that our media placements leverage the same data capabilities and connectivity to highlight the car’s premium features in an engaging way for our audience.”
Michael Bartrop, senior client manager, at Posterscope, added: “This is first time we’ve delivered a national level campaign triggered by traffic data. By delivering this tailored content in real-time, in reaction to traffic behaviour, we are able to reach Vauxhall’s target audience with the right messages, in the right place, at the right time to capture their attention.”
The campaign is supported by static 48 sheet formats across the UK, and by TV, digital paid social and print advertising.  Creative is by McCann and MRM.