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Mobile meets OOH is the sweet spot for location-based marketing

Location-based marketing combines the best of online and offline, of narrowcast and broadcast, of the real world and the virtual world.

The use of location in targeting marketing communication is not a new phenomenon but, fuelled by the explosion of mobile devices and the data trails they leave, it has become a significantly more effective tool in recent years.

As a result, it has been forecast that as much as 43% of all adspend will be location targeted by 2019.

But understanding where an audience is and serving marketing messages relevant to that specific place only represents one facet of what a location-based strategy can provide to marketers.

In my view, there are two other components that are arguably more significant in terms of their potential to transform marketing effectiveness.

The first is the cross-over between the digital world and the physical world.
As access to the online world becomes increasingly dominated by mobile devices, location-based marketing provides a meeting of online and offline, of narrowcast and broadcast, of the real world and the virtual world.

Working together, mobile marketing and out-of-home provide powerful synergies.

Our research shows that mobile click-through rates increase by up to 15% when supported by OOH, and a major piece of industry research conducted last year demonstrated that better performing OOH campaigns create a 38% uplift in short-term brand action taken via mobiles, with 66% of all actions being direct to the brand itself.

The second is the ability to go beyond simply knowing where your audience is at a particular time to understanding where they have come from, where they are going and, crucially, what they are thinking, feeling and doing in that location.

This depth of context is gold dust in terms of ensuring that marketing has the highest possible relevance and timeliness, and it’s this deeper level of insight that perhaps explains why 75% of marketers consider location-based marketing a vital part of their future marketing strategy.

The traditional criteria of targeting the right people in the right medium is complemented by the right place, the right moment and the right state of mind.

Location-based marketing is most immediately associated with mobile marketing but the location-specific search, browsing, social media and app usage data derived from mobile devices can also revolutionise all other, location-based media channels and disciplines.

Probably the most significant of these is OOH. The rich and complex data now available means that OOH planning can be done to a level of sophistication only dreamt about a few years ago, and data-led, dynamic ad-serving technology like our own Liveposter platform can optimise digital OOH content in real time.

In a recent campaign for Microsoft, we saw a 62% increase in ad recall in the areas when location-specific, mobile behavioural data was used to optimise the content and uplifts of over 50% are regularly attainable.

But this opportunity for marketers isn’t in any way seen as intrusive or unwelcome by consumers. Quite the opposite. In a major survey conducted by Dentsu Aegis, the parent company of Posterscope, across nine countries, 80% of respondents chose ‘relevance to location’ as their top pick in terms of the content they wanted to see on digital OOH screens.

It’s clear to see that location-based marketing is evolving at pace. Bruce Rogers, chief insight officer at Forbes Media recently described it as “marketing’s vital frontier”.

The scope and power of deeper data insights will help brands win when it comes to location-based marketing.

Stephen Whyte is chief executive of Posterscope

Visa adds first hotel wifi sponsorship to OOH campaign targeting Chinese tourists

PSI, Posterscope’s international division, has signed its first hotel wifi sponsorship deal, for Visa China, as part of a wider out-of-home (OOH) campaign promoting its China Merchants Bank card to Chinese tourists as they arrive, travel to and stay in London.
The sponsorship, delivered in partnership with Luxia Global and Starcom UK, incorporates sponsorship of guest wifi services in 68 four and five star hotels across London throughout July. Users will be identified through browser language, served messaging in Chinese, and later retargeted with digital ads on relevant tourist and shopping websites.
RoccoForte Brown's Hotel Smartphone
The sponsorship completes a campaign appearing along the Heathrow to London “travel corridor” featuring digital OOH sites throughout Heathrow’s T5 terminal, lamppost banners across Central London and in shopping hotspots, plus a wrap of a Central London tourist bus.
James McEwan, deputy MD, at PSI said: “We are delighted to have been able to secure this sponsorship opportunity and add a targeted element to Visa’s wider campaign for its China Merchant Bank card. By supporting the provision of wifi in key hotels frequented by Chinese visitors to London, we are able to put the brand directly into the hands of the target audience at a time when they are relaxing and open to receiving brand messages.”
A spokesperson for Starcom UK, added: “The sponsorship of guest wifi is an exciting addition to our campaign for the China Merchant Bank card. The ability to reach these travellers in their own language as they arrive in London, and be associated with such a highly valued service as guest wifi is a great manifestation of Visa’s brand desire to be ‘everywhere you want to be’.”

Ad Week Europe 2017: Getting back to what works

By Brad Gilbert, Account Director at Posterscope
Initially I struggled to write-up ‘what I found interesting’ at AdWeek. My initial reaction was there wasn’t a great deal of new things, nothing I hadn’t read about elsewhere from trade publishers, blog posts etc. I was disappointed and disillusioned. But then I realised there was no need to be upset; I didn’t need new things. My neophilia relaxed.
Hearing experienced heads, discuss tried and tested principles and how it relates to now was what I enjoyed and needed. This was no more apparent than in the Marketing Society’s Uncomfortable Conversation. Hearing Dave Trott is always a delight and reminded me that what he’s done in the past and continues to do now comes down to simple thinking we can all emulate. Marketing and advertising is not rocket science and it shouldn’t be anywhere near as complicated as we sometimes make it; it should however, make the complicated simple. Just read a couple of his books and writing and you’ll get it.
Hearing from Zaid Al-Qassab (BT) too lifted me up. He reiterated his stance on the current issue in marketing of two tribes (customer centric people that don’t know how to connect in the modern world alongside click harvesters who don’t understand customers) and how solving this divide is vital to marketing success. This wasn’t a fancy new concept but a point that persists and is important to act upon.
I like what these people have to say! They’re not talking about ‘revolutions’ that make the headlines but are instead focusing on simple steps to take to make marketing work (better). Not fluffy chat around the latest ‘ecosystem’ but persistent questions we need to ask like ‘what clients are paying for, what they’re getting and if it will work’.
I have come away from AdWeek more confident than ever of taking on a crap brief and calling it just that, in taking on those that snivel at the ‘traditional’ medium of OOH and telling them ‘hey, it still works!’ New things can be great but not all innovations work, and if they do they may not work in the same way for each client or campaign.
I found fitting AdWeek in around pitches and the day to day was more difficult than ever this year but perhaps more important than ever to get some much needed perspective on what actually needs to be done. I am breathing a sigh of relief I won’t have to research rocket-science to do good work.

Posterscope round table discusses: How do we solve a problem like creativity?

Group photo  (back row, l-r) Gideon Spanier, head of media, Campaign; Stephen Whyte, CEO, Posterscope UK; Julian Linley, multimedia consultant; Barnaby Dawe, global chief marketing officer, Just Eat; Claire Beale, global editor-in-chief, Campaign; Helen Weisinger, chief client officer, Outdoor Plus; Glen Wilson, managing director, Posterscope UK; (front row, l-r) Emma de la Fosse, chief creative officer, Ogilvy & Mather Group UK; Nicky Bullard, chairman and chief creative officer, MRM Meteorite; Rick Hirst, CEO, Carat UK; Justin Tindall, group chief creative officer, M&C Saatchi; Sir John Hegarty, founder, Bartle Bogle Hegarty and The Garage; Robert Campbell, creative entrepreneur and founder of Rainey Kelly Campbell Roalfe/Y&R; Katie Dulake, head of brand and marketing, TSB Bank

Marketers, creatives and media owners were invited by Posterscope to discuss out-of-home creativity. Campaign’s Stuart Derrick listened in.

You don’t have to press advertising folk or marketers too hard to come up with their favourite poster campaign. Whether it’s The Economist’s clever copy, British Airways’ “#lookup”, numerous eye-catching Nike ads, Araldite’s iconic stuck-on car poster, or any number of mood-shifting political campaigns, out-of-home packs a memorable punch.

Gideon Spanier, Campaign‘s head of media, who chaired the debate on the state of creativity in OOH, kicked off the conversation with the recognition that, while the £1bn sector is in rude health, with revenue up for the eighth year in a row, there remains a concern that not all marketers and creative agencies are still inspired to create engaging OOH creative.

Posterscope CEO Stephen Whyte said: “OOH has a long history of strong, impactful creative and, today, brands such as Apple are using it to great effect, but lately this has tended to be an exception rather than the norm.”

He asked what the challenge is for creative teams, and why they are not excited about the creative opportunity in OOH. “As an industry, we need to do more to champion the creative strengths of the medium. Seeing more powerful, engaging OOH will be the best way to motivate both agencies and clients to want and demand the best work for their brands.”

And creatives themselves still love OOH. Emma de la Fosse, chief creative officer of Ogilvy & Mather Group UK, said: “When I trained, distilling the campaign message to four words on a 48-sheet was considered the skill of advertising. It’s what got me into the industry.”

With many evolving formats, the medium may have lost its essence by trying to be all things, according to Justin Tindall, group chief creative officer of M&C Saatchi. “It’s become a generalist in a world obsessed with specialists,” he added.
Barnaby Dawe, global chief marketing officer of Just Eat, appreciates the traditional marketing mix and the extreme measurability of pay-per-click in equal measure. OOH is one of his brand’s key advertising channels.

“The climate in which we operate, where the CEO and CFO want to see ROI, means that PPC becomes an unhealthy addiction, with its ability to demonstrate instant effectiveness,” he said. “Outdoor is up against both traditional broadcast media and also new media, such as carousel and canvas ads on Facebook. As a generalist marketer, I’m keen to show how effective a combination of both performance and outdoor media can be.”

Creative solutions
Creative legend Sir John Hegarty, founder of Bartle Bogle Hegarty and The Garage, said the challenge faced by OOH is also manifest in the wider ad industry.

“A generation of marketing directors are failing to understand how to build powerful brands – they confuse persuasion and promotion,” he argued. “Focusing on just short-term promotional messages. They’ve lost faith in long-term brand building. Maybe it’s too difficult for them?”

In this environment, there has been a loss of bravery in committing to a medium that doesn’t have the rack of analytics of digital. “For clients who are driven by, and rewarded for, an almost instantaneous focus on results, it can be difficult to keep posters on the plan,” Rick Hirst, CEO of Carat UK, said.
Katie Dulake, head of brand and marketing at TSB Bank, added that OOH can play a different role. For a challenger brand, it provides reach. “Our brand purpose is bringing local banking back to the UK. It’s all about where people live and work, so OOH is great for that. It also supplements our physical brand presence – our branches – on the high street,” she said.

However, there was a feeling around the table that creative agencies don’t design for the medium. “A 48-sheet brief could have been career defining at one time,” said Claire Beale, global editor in chief of Campaign, who pondered whether creative directors still fought over them.

“We used to go out and look at poster sites to get an idea of context and where the message would be,” Robert Campbell, creative entrepreneur and co-founder of Rainey Kelly Campbell Roalfe/Y&R, said. “People do not give it that time any more.”

Helen Weisinger, who recently joined Outdoor Plus as chief client officer from a creative agency background, said there was a knowledge gap in the market and education was the key. “Creative and measurement are the two areas where people don’t know what OOH can do yet,” she contended.

De la Fosse suggested specialist OOH media agencies and media owners should increasingly work with creative agencies to stimulate creatives and push boundaries, as was the case with Ogilvy & Mather’s “#lookup” campaign for British Airways.

Glen Wilson, managing director of Posterscope UK, suggested the industry might be lacking bravery, and that incentivising creativity either through reviewing the creative awards programmes for OOH or reducing the cost of inventory based on creative excellence might be the way forward.

Hegarty advised agencies to get back to basic principles and an understanding of how value is built.

“Technology enables opportunity, creativity creates value,” he said. “So, as posters increasingly become a digital offering, [they provide] creative opportunity and cultural importance. They should also embrace wall painting. Call it Craft Advertising. Think how famous Banksy became from his wall art.”

The consensus was that, rather than focus on what posters can and can’t do, there is a need to focus on deliverables and objectives – to get back to what OOH does best and change the conversation to highlight that this is a medium where creativity can flourish.

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“Apple’s ‘Shot on iPhone’ is one of the best poster campaigns of the last three years. I don’t care how many pixels the camera has. If it takes pictures like that, I want it”

– Sir John Hegarty, founder of Bartle Bogle Hegarty and The Garage

 

“If you can’t tell the story on a poster, it’s not a story worth telling”

– Nicky Bullard, chairman and chief creative officer, MRM Meteorite

 

“Data and technology present a great opportunity for DOOH but we shouldn’t ignore the scale, creative opportunity and fame-building strength the medium provides”

– Stephen Whyte, CEO, Posterscope

 “There’s pushback against clickbait to focus on quality content that speaks directly to an audience. It’s hard to gain attention through the noise online, but posters can cut through by virtue of being more environmental”

– Julian Linley, multimedia consultant

The full article on Campaign Live can be read here

A view from Jeff Tan on CES 2017 and a glimpse into the future of marketing

 
Posterscope’s Jeff Tan peers into the crystal ball that is CES to discover the latest trends for tech and brands.
CES is a crystal ball providing an exciting peek at how mainstream consumers will interact with technology and brands. It is a prophetic look into the future of marketing and there are several themes that are of importance.
The huge volume of gadgets that offered integration with Amazon Alexa (including televisions, fridges and alarm clocks) showed that Amazon is clearly ahead in the voice-activated speaker market. We will witness the battle of the voice platforms including Google, Microsoft and the rumoured Apple assistant.
Voice AI developments are coming as fast as autonomous vehicles. 1% of digital integrations are currently voice-activated, this will rise to 30% by 2020.
The platform battle will be won by whoever can provide seamless interaction and developer integration. This will require enormous data processing capabilities – the average person can type 40 wpm, but can speak 145 wpm.
Marketing implication: Brands will compete to be the first default recommendation in voice AI engines, e.g asking for restaurants, coffee brands or movies to watch. A parallel with the early days of search engine marketing could lead to a resurgence in audio advertising via optimized suggestions and paid bidding for voice activated keywords.
Face and gesture recognition
An increasing number of technologies are specializing in facial and gesture tracking with enormous potential for marketers, including Netatmo, an outdoor camera that recognizes people, cars and animals, and eyeSight, a gesture detection unit that allows the control of experiences via finger tracking and hand gestures.
Such technologies will lead to the retail store of the future that can scan a shopper’s eyelids and irises to detect what skirt she is looking at, and understand her facial clues that indicate emotion and whether she has a strong visceral reaction to the colour red.
Shopping malls will be able to detect personality type better than a real human and direct shoppers via digital OOH to certain aspects within the mall.
Restaurants will know who you are and your favourite wine as you enter, allowing waiters (or robotic waiters) to recommend pairing options accordingly.
Marketing implication: Retailers can capture and analyze data, providing real-time personalized recommendations for products based on current emotions or actions. Posterscope USA created the world’s first responsive facial recognition campaign for General Motors that displayed one of 30 videos to shoppers based on the age, gender and facial expression.
Security, privacy and the issue of trust
Large-scale hacking in 2016 drew attention to privacy issues; Yahoo, Verizon, Dropbox, and even the Democratic National Committee were targeted.
Today’s 11 billion global connected devices will increase to 80 billion by 2025. Companies that make these devices are typically not security companies, and popular culture such as Netflix’s Black Mirror has painted an image of a distrustful, connected society.
CES featured companies dedicated to security including Bit Defender Box, a network device that prevents hacking into connected home devices.
Marketing implication: Increased scrutiny of privacy is a good thing and needs to be taken seriously by marketers. Data protection should be revered at all costs and marketers need to respect the individual with the continued evolvement of data-driven, programmatic media.
Automation and the connected-everything
The old companies you thought you knew have transformed into smart-technology companies intent on making our lives easier via automating and connecting our utilities.
The Panasonic smart kitchen features a digital kitchen wall with video recipes based on your refrigerator’s contents. A smooth, marble bench surface is transformed seamlessly into a heated stove top as a pot is moved around the surface. Once dinner is finished the Whirlpool Zera food recycler can keep a garden healthy by producing 25lbs of compost a week.
Connected cars continued their dominance at CES with new models including the breathtaking Faraday, electric ride sharing Honda and Alexa-integrated Ford. In ten years most new cars will be autonomous, and for everyone else there are after-market retrofitted autonomous kits such as Delphi.
Even the sport of fishing didn’t escape automation with the PowerRay underwater robot combining fish-detection with VR live-streamed video.
Marketing implication: Automation is changing all aspects of our lives, both as consumers and marketers. The businesses we work in today need to transform to become technology and data led.
Our job titles in as near as five years’ time will be vastly different from today. The savvy marketer will adapt, retool and retrain today to stay relevant in the future. Taken individually, these trends are exciting. When combined, they’re mind blowing.
CES gives us a glimpse into the future of marketing, one of utility, automation and deep personalization. As marketers it will no longer be acceptable to blast consumers with a one-size-fits-all approach. Our role is to provide valuable interactions, hyper-relevant to the micro moments in consumers’ lives.
In the near future, the car I’m driving will detect that I’m drowsy by analyzing my face and driving patterns. She will say “Hello Jeff, you’ve been driving for eight hours. Why don’t you stop for a coffee? There is a Starbucks 1.5 miles ahead.” As I pass a digital billboard that triggers Starbucks content, I will turn into a parking lot to speak to a voice activated digital barista who already knows my order. The future of marketing is exciting.
Jeff Tan is vice president of strategy at Posterscope.
You can read the full article on Campaign Live here
 

The Real World August 2016

The Real World is Posterscope’s monthly Out-of-Home market update, containing latest industry news, key facts and figures and some cool OOH campaigns.  The presentation can be accessed here.

The Real World May 2016

The Real World is Posterscope’s monthly Out-of-Home market update, containing latest industry news, key facts and figures and some cool OOH campaigns.  The presentation can be accessed here.

IPA Bellwether

Marketing budgets have increased for the seventh consecutive quarter, according to the Q2 2014 IPA Bellwether Report.
A total 15.2 per cent of companies registered an increase in their marketing budgets during Q2, while the end-of-year financial results for 2013 to 2014 revealed that 20 per cent of companies had increased their budgets, resulting in the IPA deeming it “the longest period of continuous growth in the survey’s 14-year history”.
As the economy itself is set to expand, the Bellwether report predicts a real-term increase in ad spend of 6.1 per cent for the year as a whole.
Chris Williamson, chief economist at Markit and author of the Bellwether Report, said: “Marketing spend is surging higher as companies remain upbeat about the future. The extent to which business confidence has shown continual improvements over the past year is remarkable, generating a major inflow of investment in marketing.
“Companies reported that spending on marketing and advertising activities showed the strongest rise for a decade last year. This year’s budgeted spend, which was already set higher than last year, has been revised up again in the second quarter, setting the scene for a bumper year.
“The survey also adds to a growing body of data which points to the UK economy sustaining strong growth as we move into the second half of the year.”
Internet marketing saw big increases in investment, with budgets up 14.7 per cent, while search budgets also surged a further 12.9 per cent. However, market research budgets dropped 2.4 per cent.
Bellwether further predicts a slower increase in ad spend of 3.8 per cent in 2015.
Full IPA Bellwether report
Via: The Drum

Posterscope Hires Starcom's Huber for Comms

Posterscope has appointed Starcom MediaVest Group marketing and communications director Gill Huber to the newly created post of group communications director.
She will lead communications strategy across the out-of-home company’s three brands, Posterscope UK, PSI and psLive.
Huber spent 11 years at Starcom rising to her current role from her current position from her post as business director at the agency. Prior to Starcom she worked at OMD and BBJ.
Huber said: “Posterscope UK, PSI and psLive are delivering some of the most exciting, game-changing campaigns across the globe, so aligning communications across each brand will be vital as the group enters its next phase of growth.”
Annie Rickard, chief executive of Posterscope, said: “This newly created role marks the next stage in Posterscope’s evolution. Gill’s extensive experience aligning media and communications strategy across multiple markets makes her an invaluable leader as we grow our global footprint.”
Huber will join Posterscope in August.
Via: M&M Global

Outdoor Plus adds new head of marketing

Outdoor Plus has hired Suzanne Hodgins as its new head of marketing as it looks to increase its presence in the DOOH market. Hodgins will be responsible for all marketing communications and development of new business, reporting to commercial director Steve Atkinson.
Hodgins brings 15 years working in strategic media planning, implementation and buying, having worked at Kinetic Worldwide as UK planning director and Manning Gottlieb as group account director.