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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

Neuroscience delivers further insight into the role of DOOH

Neuro-Insight used brain imaging to look at the subconscious impact of one medium on another, investigated the ability of premium, full motion media (television and premium digital out of home) to positively prime responses to linked messages encountered in other media (magazines and mobile devices). Heather Andrew, CEO of Neuro-Insight UK, discusses the research process and describes how working with Ocean uncovered something unusual.
Ocean believed that full motion digital out of home could play a role similar to that played by television, which has been shown to have a strong priming impact on other media. Like TV, DOOH delivers brightness, motion and colour, and like TV it delivers an intense experience that Ocean believed could serve to build, not just leverage, brand equity.
Research objective
We wanted to go further than previous research, to understand just how far the impact of DOOH in particular could extend; our hypothesis being that it could reach well beyond the OOH sector. We set out to discover whether prior exposure to DOOH advertising had an effect on responses when people were exposed to advertising from the same campaign in other media – i.e. did DOOH have a priming effect that extended beyond OOH and into the wider media landscape?
Methodology
Ocean chose neuroscience as the methodology for this project because, as proven by an earlier study, it’s the best way of delivering objective evidence about effects that people wouldn’t be consciously aware of. We carried out the research using the Steady State Topography (SST) methodology, which tracks electrical responses in the brain in real time as people are exposed to different stimuli. In this study we wanted to look at priming impacts, which require the brain to store information and then link new stimuli back to what’s been stored into memory, therefore memory encoding was the key measure that we focused on in our analysis.
A key feature of the study was that we wanted to focus on the priming impact of DOOH on other media; therefore we measured not brain response to the priming media, but responses to the media being primed.
Results
The results were unequivocal in showing strong priming impacts; but took us by surprise in that we found more than we expected. Firstly, we found that, regardless of creative, mere exposure to the priming medium had an impact. People who saw television first responded more strongly to magazine advertising (even when not linked to the campaign they had seen on TV) than people who’d been exposed to DOOH. More importantly for Ocean, people who’d seen digital DOOH first responded more strongly to advertising on mobile devices, even when not linked to the campaign they had seen on DOOH, than those who’d been exposed to television.
Why is this?
The results reflect what we call the congruence effect – the impact of environment and “brainstate” on responses. TV is immersive and involves a sedentary state in the home, just like magazine reading. DOOH involves a heightened response to communication seen out of home whilst on the go, just like mobile devices. The brain is very receptive to the power of context, and congruence plays a role in how we respond to things, just as we have seen in this study.
Unsurprisingly, for both priming media, the priming impact was even stronger when people were responding to creative executions from the same campaign that they had seen on TV or DOOH.
Learnings
The findings of the study have clear implications for maximising the impact of cross-media campaigns by harnessing the specific priming impact of DOOH. We know from previous work that iconic, large format advertising delivers heightened emotional response and strong memory encoding, and that this impact is heightened by full motion screens. We also knew, going into this study, that these large, iconic sites had a positive priming effect on other OOH advertising.
This new research takes the learnings further, to show that the priming impact of DOOH extends beyond the OOH world and into a wider media universe. There is a congruence between screen experiences out of home, and the combination of large and small screens, accessed on the go, is a particularly powerful one.
Via: Ocean Outdoor

The Real World February 2015

The Real World covers information about consumer behaviour and inspiring ways to use OOH, as well as recent industry news and the latest on the OOH marketplace.
Please click here to read it

Posterscope Media Digest January 2015

Media Digest is Posterscope’s bi-annual update of the latest research and insight relevant to the OOH industry.
This latest edition features a broad economic outlook and highlights from the Bellwether review which shows marketing budgets reached their third highest level in the survey’s history. It also includes a thoughtpiece on how Behavioural Economics can be applied to planning OOH, based around the key principles which emerged from the Behavioural Economics research and development commissioned by the IPA. In addition, it covers mobile insights looking at how research for Lenovo proves the value of optimising OOH campaigns using mData, insight tools Crimson Hexagon and IPA Touchpoint 6 as well as the latest research from our media owner partners.
 
To view click here

Real World December 2014

The Real World covers information about consumer behaviour and inspiring ways to use OOH, as well as recent industry news and the latest on the OOH marketplace.
Please click here to read it.

Real World November 2014

The Real World covers information about consumer behaviour and inspiring ways to use OOH, as well as recent industry news and the latest on the OOH marketplace.
Please click here to read it.

 

Real World October 2014

The Real World covers information about consumer behaviour and inspiring ways to use OOH, as well as recent industry news and the latest on the OOH marketplace.
Please click here to read it.

Real World September 2014

The Real World covers information about consumer behaviour and inspiring ways to use OOH, as well as recent industry news and the latest on the OOH marketplace.
Please click here to read it.

The Media Landscape June 2014: Global Adspend Forecast

The mid-year adspend forecasts from ZenithOptimedia and GroupM indicate a positive outlook on the global advertising market from this year to 2016.
ZenithOptimedia predicts adspend in the next couple of years to grow in line with increasing GDP levels globally at around 5.7%. The company believes adspend growth could be higher were it not for the ongoing conflict in Ukraine and subsequent economic sanctions imposed on Russia.
GroupM’s forecast for global adspend is slightly lower in comparison, staying close to the 5% level for the next two years.
Key Points

  • Both forecasters expect Outdoor to grow in line with Global Media to 2015
  • Latin America enjoys highest adspend growth forecast due to 2014 World Cup & 2016 Olympics
  • North America predicted to lead ad expenditure growth among mature markets; Low but positive adspend increase in Northern & Central Europe
  • Top 3 advertising markets in 2016 forecast to be USA, China and Japan

For the full report please click here.
Via: JCDecaux One World

Tapping in to better insights from big data

James Davies, CSO Posterscope,  appeared in EE feature  ‘Tapping in to better insights from big data’ in the Daily Telegraph Business section.  Davies discussed how Posterscope and EE are using mobile data for location-based OOH advertising.  The article, written by Chris Price, can be read below or accessed online.
” Why Surbiton station is a massive fashion hotspot” 

It may not be a name you are familiar with, but chances are that you will have seen one of Posterscope’s ads on your way to work this morning.
Bus stops, tube stations, even petrol pumps and shopping trolleys are just some of the locations where Posterscope buys advertising space on behalf of its clients, which include ZenithOptimedia, and brands such as KFC and Coca-Cola.
The company was behind the recent campaign to turn the iconic red London bus black, on behalf of Adidas. “It’s one of the few times where you can be walking down the street and you will overhear someone saying ‘look at that bus’,” says James Davies, Posterscope’s chief strategy officer.
The company claims to have around a 30pc share of the out-of-home (OOH) advertising market. With such a vast selection of OOH places to advertise, a large part of Posterscope’s job is to provide intelligence to clients.
“As a client you need specialist businesses to guide you because there are so many options,” explains Mr Davies. “Should I be on petrol pump nozzles or on the side of a bus? Once you’ve decided on the medium, you need to pick the location because with thousands of bus stops out there, you’re not going to choose all of them.”
Traditionally, when planning campaigns Posterscope has relied on proprietary research and industry level data to give some demographic information about a poster site. However, it has now gone one step further and added a “third level” — that of mobile data (mData) in partnership with EE.
Here insights based on anonymised and aggregated mobile network usage data is shared by EE to Posterscope to provide more accurate locationbased information for planning advertising campaigns on behalf of a client.
“mData allows you to go one step further than demographics so you can tell what groups of people are actually doing on their phones at a particular location,” says Mr Davies.
In a recent campaign for computer/tablet manufacturer Lenovo, for example, Posterscope was able to select sites where it knew people were more likely to be looking at technology websites. “As a result, people’s awareness of the campaign was twice as high in these hotspots,” says Mr Davies.
Since it started the mData partnership with EE last October, Posterscope has also used mobile research to uncover a few surprises. Says Mr Davies: “We were looking at places to advertise for one fashion client and were researching where people were looking at ASOS and Very’s websites on their mobile. We discovered that Surbiton station is a massive fashion hotspot.”
 
Source: The Daily Telegraph