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Exterion Media UK's work.shop.play. Community Wins Industry Award

Exterion Media’s online urban community work.shop.play. has been awarded the accolade of Insight Panel of The Year at the 2014 Vision Critical EMEA Summit. Vision Critical manages over 700 communities and each year awards a prize for the best performing EMEA community.
work.shop.play., the only B2B company shortlisted this year, fought off strong competition from brands including Vodafone, Nandos and Adidas to win the award, voted for by 110 industry peers. Finalists were required to demonstrate the success of their community, following an initial written entry. The prize is further recognition for the online panel after it was named Runner Up at the 2013 awards.
The award win follows a successful year for work.shop.play., the insights from which offer Exterion Media insight into the thoughts, mind-sets and behaviours of urban audiences. The panel has seen astounding growth of more than 50% in 2014; membership numbers now stand at 10,634 up from 6,823 at the start of the year; making it the biggest online urban community of its kind in the media industry. In addition, a 50 strong mobile community has been launched.
Via: Exterion Media

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 

Cannes Effectiveness Awards 2014- OOH in 92% of Shortlisted Entries

Warc has once again produced a helpful analysis of the Cannes Effectiveness Awards. In the 2014 awards, Outdoor was even more prominent than in 2013.
Outdoor was used in 92% of shortlisted entries, second only to social media (100%) and ahead of VOD (67%) and TV and newspapers (both 58%)
WARC states that “Traditional channels were key to shortlisted campaigns, in particular outdoor (used by 92%), amplified by owned and earned social media. Only 58% of the shortlist used television, compared to 83% in 2013. Outdoor seems to be increasingly a strategic choice for lower budget campaigns and may be a way to quickly achieve mass coverage in markets where television audiences have become fragmented.”
Click here for the full presentation.
Via: Outdoor Media Centre

Digital OOH Adspend to Rise 11%

Global digital out-of-home (DOOH) advertising revenues are expected to increase to 11.3% in 2014, buoyed by an improved global economic outlook and increased adspend in certain categories, a new report has forecast.
According to research firm PQ Media, this will be an improvement on last year and it expects strong growth in the US this year on the back of increased adspend on healthcare and political campaigns.
Global DOOH ad revenues increased 9.3% to $8.9bn in 2013, the report found, with Asia-Pacific accounting for $3.83bn and the US, the world’s largest national market, for $2.37bn. China followed with revenues of $1.87bn.
US DOOH media revenues increased 8.7% in 2013 and were boosted by spending on healthcare, especially related to the Affordable Care Act.
Asia-Pacific performed well because of a strong rebound in Japan and “surging growth” of 23.6% in Australia, PQ Media said, which also noted that Brazil recorded the highest worldwide growth of 41.9% because of digital investment ahead of its hosting of the FIFA World Cup.
Although last year’s worldwide revenue growth of 9.3% was lower than in previous years, the report suggested that consumers are becoming more open to DOOH.
Consumer exposure to DOOH media grew 7.2% to an average of 14 minutes per week in 2013 and it is expected to grow by a further 9.5% in 2014.
PQ Media said consumer exposure will be driven by higher engagement with DOOH media deployed for the World Cup and the Winter Olympics in Sochi, Russia, but also by expansion of existing DOOH media on traffic-related sites in large cities.
“Global digital out-of-home media revenues are on pace for accelerated 11% growth in 2014 following three consecutive years of slowing expansion,” the report said.
“A dynamic combination of sporting mega-events, increased adspend on healthcare and transit video nets, and a streaking DOOH sector in Australia are expected to fuel the industry’s best performance since 2010.”
Via: Warc

JCDecaux Unveils 'Connected'

JCDecaux has unveiled ‘Connected’, a new community of three audience panels that delivers unique insights across JCDecaux’s rail, roadside and retail portfolios. ‘Connected’ is a targeted insight tool for brands and agencies to find out more about hard-to-reach audiences to help deliver high-impact campaigns.
Building upon the success of the ‘Connected Commuter’ rail community, JCDecaux has re-launched ‘Connected Commuter Rail’ and has unveiled ‘Connected Commuter Road’ and ‘Connected Consumer’. Questions can be posed, based on any category or current trending topic, to the whole ‘Connected’ community or to each panel separately. ‘Connected’ also allows brands to tailor or adopt an advertising campaign to a specific audience through dynamic content on JCDecaux’s digital screens, with results delivered within hours.
Via: JCDecaux

29 Eye-Tracking Heatmaps Reveal Where People Really Look

They say the eyes tell all. Now thanks to eye-tracking technology we can tell they’re saying. Tracking eye movements can give us fascinating insights into advertising and design and reveal a few things about human tendencies.
Click the link to see some great examples.

The Real World May

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.