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Posterscope shortlisted for MediaTel's 'Connected Agency of the Year'

The shortlist for the fourth annual Connected Consumer Awards has been announced.
Known as ‘The Connies’, the awards are held in celebration of those pioneering new advertising, technological and commercial opportunities in the connected industry.
Aimed at organisations that are devising and powering connected strategies, the shortlist represents a wide variety of media focused businesses – including media owners, agencies, consultancies and technology providers.
Posterscope has been shortlisted in the ‘Best Research Project or Initiative’ category with their insight project ‘Dynamic Differences’ and also as Connected Agency of the year, alongside Carat UK and OMD.
Separately, Havas has been shortlisted in the Best Use of Connected Data for Posterscope campaign ‘Out-of-home audience targeting with Jameson Irish Whiskey’ whilst Carat UK was shortlisted in the same category for Posterscope campaign ‘Grab a seat! It’s Pimm’s O’Clock’
The winners will be announced during a prestigious lunch at Banking Hall in central London on 5 May 2016.
Chaired by media consultant Graham Lovelace, the nominees were placed in the safe hands of a number of hand-picked media experts – including Richard Marks, managing director, Research the Media; Stacey Anklam, COO, AutoGraph inc; Mark Cross, director, Chartroom; and David Pidgeon, editor, Mediatel Newsline.
This year’s awards will be followed by Mediatel’s annual Connected Consumer Conference on 8 June – an all-day event that will see a number of key industry players discuss and debate the current state of the industry.

Media Playground: Is Mobile Data the Fuel for Digital OOH?

Ged Weston, sales director at Eye Airports, discusses Media Playground’s mobile session. 
I found the interplay at this year’s Media Playground session on mobile fascinating. Tom Pearman, director of brand and business development at Weve, successfully framed that mobile’s greatest opportunity is location based – and demonstrated the parallels to out of home (OOH).
Everyone knows there is a perfect fit of mobile and OOH working together – the challenge is realising this in a way that genuinely works for clients.
We are all aware that you can overlay an OOH campaign with push messaging through geofencing/beacons delivered by SMS, apps and display – and that OOH can pull consumers to mobile through NFC/QR codes. This is still early days with revenue and brand counts in their infancy.
This is common sense and consequently clients will eventually view both through the same lens. Nigel Clarkson, Weve’s commercial director, and James Davies, Posterscope’s CSO, debated at length where this budget should come from. My view is once we prove that this works clients will automatically find the budget.
The real exciting play for me is how clients tap into mobile data, to fuel what consumers see outside of their mobile phones.
An enclosed environment like an airport or shopping mall with a huge retail footprint and a unique mindset seems like the perfect opportunity: you want to – and can – buy! The digital infrastructure to deliver this content already exists through digital OOH, but is still under-utilised by clients.
So my question is how do we collectively help advertisers do this?
Imagine a campaign fuelled by knowing in real-time who the audience is, what they have done before they arrived, where they are going afterwards and what they are actually doing in real-time?
Then put this on steroids playing out to the scale and impact of OOH – not to mention the benefit that established trust in the medium delivers. This happening at the same time as mobile/OOH as a location based opportunity has to be the sweet spot for clients.

Data feeding the OOH campaign – OOH campaign feeding Data – Data feeding the OOH campaign…

Location based and data fuelled mobile and OOH – now that is game changer where clients wouldn’t quibble over the budget.
Via: Media Tel

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