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Media Digest- April 2014

This edition of Media Digest covers a broad economic outlook and highlights from the Bellwether Review, OCS6 – Posterscope’s 6th edition of its Out-of-Home Consumer survey – that launched in February, recent mobile insights, consumer and digital trends for 2014, as well as the latest insights from our trading partners.
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Retail, Mobile and OOH

Understanding how consumers use their smartphones is key to how Posterscope plans OOH from a convergence point of view. Our recent partnership with EE embodies this philosophy. In “Retail, Mobile and OOH” we draw on various insights which helped formulate our view on the importance and role of smartphones in today’s retail landscape and how this converges with OOH.
We believe smartphones current role in the UK retail landscape is predominantly one of researching products and services, comparing prices and reading reviews rather than as a sales platform. We argue that the specific act of purchasing for the retail category is still dominated by physical stores in high street, malls and out-of-town locations and smartphones play a key role in driving and influencing these in store sales.
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To access a summary article click here

JCDecaux Unveils SmartScreen

JCDecaux has unveiled the sales optimisation strategy and first research behind SmartScreen, the new insight-driven digital network of screens that is set to transform the future of digital outdoor advertising. In a series of media firsts, SmartScreen will enable optimised scheduling based on audience behaviour/sales and will introduce ratings as its new currency.
Defined as an intelligent screen powered by dunnhumby insight, the first SmartScreen network will launch across 400 Tesco stores nationwide on 7th April.
Backed by JCDecaux’s new scheduling system, called CAPTAIn, SmartScreen will optimise the delivery of a brand’s campaign across the network by automatically increasing or reducing the frequency of display, targeting customers according to their shopping behaviour. CAPTAIn accesses audience insight to display creatives at the optimal time for each individual campaign.
Research unveiled to an audience of clients and agencies at JCDecaux’s Business Breakfast Briefing showed that optimising play-out to the most relevant times benefits brands with incrementally higher sales uplifts.
SmartScreen research shows that the sales uplift delivered by digital screens is +9% higher than the uplift delivered by non-digital posters at supermarkets. Additionally optimising the schedule to reach the brands’ target audience through their SmartScreen technology provided a further +11% sales uplift.
JCDecaux’s investment in SmartScreen marks a move away from defining digital outdoor by panel numbers and loops, instead delivering campaigns based on the clients’ target audience and a move to an outdoor rating currency, a first for the Out-of-Home industry.
Via: JCDecaux

The Power of Big 3

JCDecaux has unveiled The Power of Big 3 research project, which provides a close analysis of JCDecaux’s core mall digital 6-sheet network and the effect of M-Vision to a campaign’s success.
JCDecaux’s key research findings reveal that the mall digital 6-sheet network doubles the spontaneous brand awareness and also increases spontaneous ad awareness by 61%. JCDecaux can also reveal that mall digital 6-sheets increase levels of purchase intent by 47%.
The Power of Big 3 also reveals that the addition of M-Vision increases the premium nature of a brand and heightens levels of consideration and recommendation.
As part of JCDecaux’s investment in premium digital Outdoor, JCDecaux’s M-Vision screens will become part of a planned network of 43 large-format screens in city centres at malls and train stations, with the national digital 6-sheet network set to rise to 1400 screens across environments in 2014.
Via: JCDecaux

Media Digest

From the macro to the micro we cover the broad economic outlook and highlights from the Bellwether Review. We cover insight tools with a  focus on OCS5 and Systomos social analysis.  We also include mobile insights, with learnings from the Beck’s Vier campaign, a look at mobile search moments and  recent findings from the IAB Mobile Retail Audit which looks at the top 50 UK retailers and their uptake of mobile. And finally there’s the latest insight from our trading partners.
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