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MediaTel OOH Summit: TV and OOH budgets are now "ring-fenced" for O2

A testament to the power of legacy media, O2’s head of creative and media said that TV and out-of-home budgets are “ring-fenced”, with 10-15% of the brand’s overall spend currently allocated to outdoor.
Speaking at Mediatel’s inaugural Out-of-Home Summit on Tuesday, Simon Valcarcel said no other channels give O2 the same scale, fame and high awareness that OOH and TV do – and that the money they invest in OOH will only increase in future.
“Over the last couple of years [our OOH budget] has increased, particularly as we’ve started to prove effectiveness and driving footfall,” Valcarcel said.
“TV and OOH are ring-fenced. We see ourselves as a brand that should be in all the stature sites; we view ourselves as a superbrand and we like to behave in that way with our media choices.”
Indeed, a new report published today from Rapport and the IPA reveals that using out-of-home within advertising campaigns increases market share growth by 36%, boosts profit growth by 20% and brand fame by 32%, and attracts 15% more new customers compared to campaigns that shun the medium.
O2’s “Oops”, created by Posterscope and VCCP, was voted Campaign magazine’s number 1 outdoor ad of 2017.
Via: MediaTel NewsLine
 
 

Posterscope shortlisted for 2 awards at the MediaTel Connies 2017

The Connies brings together the established UK Connected Consumer Awards from Mediatel and the internationally based Connected TV Awards from Videonet, now part of Mediatel Events.
More than ever they recognise innovation and the emerging best practice from across all sectors of the media landscape, showcasing initiatives that meet the needs of leading media businesses and practitioners in delivering value to the connected consumer.
Posterscope are proud to be nominated for Connected Agency of the Year, and the Best User Experience (Beyond TV & Video) award, in conjunction with Havas.
The ceremony takes place on 3rd May and the full shortlist can be found here.

Views from Mediatel’s Automated Trading Event (Part 3)

By Rachel Taylor, Multiply* Manager, Posterscope
Part 3: Closing reflections, the potential of automated guaranteed
Part 1 discusses the importance of complexity: The future of automated trading.
Part 2 discusses metrics with: Remembering Human Logic
Part 3 discusses: The potential of automated guaranteed
As covered in the previous instalments of this series, this year Mediatel’s annual automated trading event saw some spirited debates into the issues around complexity in automated trading, the need for a re-evaluation of our metrics and how trading models tie into debates around data and creativity. But I know you’ve been waiting on the edge of your seats to know what the overall conclusions were. Specifically, will automated guaranteed be the predominant by 2019 as James Brown predicted?
Steps are being made towards automated trading across all media. We have touched on the evolution in OOH previously. Mungo Knott explained how the industry is moving away from silos to embrace common standards so it might be possible to trade by cost per frame and more holistically use data sources. An example of this would be Route guaranteeing the audience down to time of day. Alternatively, panel type and its environment might create different ‘channels’ for clients to consider.
TV opportunities such as Sky Adsmart allow data driven targeting to balance against a client’s desire to appear in specific programmes while VOD has opened real-time buying opportunities. Additionally, the US has seen several examples of TV spots where different sections of 20 second copy were designed to speak to different audiences.
Radio has seen the birth of DAX (the digital audio exchange) allowing audio ads to be streamed in real time based on location and Mediatel’s J-ET platform which provides a single source accountability system. Across all these mediums there is a balance with classic inventory which remains equally important for traditional branding. Here the tone of the conference was optimistic that classic could remain true to its roots without stopping the growing share of digital inventory being traded through an automated guaranteed platform.
Overall, the panellists and delegates were positive about the potential for automated trading. While this is to be expected from an event of this type, there was a real sense that the industry has acknowledged some of the teething issues and is moving towards a model where the efficiencies of automation can be tempered by human logic and controlled inventory sources at an affordable price. There is always a risk that as we move further towards these trading platforms we will evoke more interest from management consultancies or risk clients taking the process in-house. However, automated guaranteed, by routing the trading process in the relationship between media owners and agencies allows the media industry to drive this process.
Hopefully 2017 will see us build on the excellent progress across 2016 as we make automation more accountable and use our human intuition to build it into campaigns so that it compliments long term branding objectives and creativity.

Mediatel announce Connected Consumer 2015 awards shortlist

Known as ‘The Connies’, the awards are now in their third year and 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 and Total Media’s campaign for Lenovo was shortlisted under ‘Best use of Connected Data’ category.
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, vice president of client solutions, AutoGraph inc; Rupert Staines, managing director, RadiumOne; Mark Cross, director, Chartroom; and David Pidgeon, editor, Mediatel Newsline.
Commenting on the shortlist, Lovelace, director at Lovelace Consulting, a convergent media specialist, said: “This year’s Connies are the biggest and best. As the shortlist shows, we had entries from right across the industry, and the judges were impressed with the incredibly high quality.
“It reflects the many ways that ‘connectedness’ is making an impact in the way that media owners, agencies and brands target and reach connected consumers, and how technology breakthroughs are making it all possible.
“There’s plenty to learn from these players, and there’ll be plenty to celebrate at The Connies on April 23!”
This year’s awards will be followed by Mediatel’s annual Connected Consumer Conference in June – an all-day event that will see a number of key industry players discuss and debate the current state of the industry.
For more information on how you can attend the awards, please visit Mediatel’s events site.

Media Playground Returns Next Week

On 3 November senior executives from across the industry will gather to debate some of the biggest issues facing digital media. Cutting through the hype to offer real thought leadership, MediaTel has gathered some of the best minds in the sector to help delegates understand the transformative and disruptive media shaping the future.
The line-up is impressive; including senior industry figures such as Jon Wilkins, chairman of Karmarama, Ashley Highfield, CEO of Johnston Press and Simon Daglish, group commercial director at ITV, to start-up companies including Future Ad Labs and Flocker.
The client world is represented by Merlin’s Jason Wills and Freestyle’s Rob Rees.
They will be joining a host of other top quality panellists, including Posterscope’s Chief Strategy Officer, James Davies, who will be talking about mobile and location. Chairing duties will be split throughout the full-day event between regular Newsline columnists Dominic Mills and Torin Douglas.
The agenda is far-reaching and includes:
– Disruptive TV – Where next?
– TV is going to be traded just like VOD…isn’t it ?
– Clients, agencies and media owners on the mobile and social challenge
– Innovation – the brightest new start-ups give us their pitches
– Keynote interview: Ashley Highfield, CEO, Johnston Press
– The new content world: Native, branded and social.
– Mobile – Location, location, location
– Understanding changing consumer behaviours

Event partners include: Decipher, VisualDNA, Experian, Livefyre, Lumen, The Bakery, Adap.tv and Weve – alongside Posterscope, Johnston Press, MediaCom, EE, Appflare, The Sharp End, Reload Digital, Freestyle Ltd, Merlin, Karmarama, Freesat, ITV, MobiTV, Yossarian, Race Yourself, Future Ad Labs and Flocker.

Tickets cost £250, with only the last few remaining.
Full line-up, agenda and booking details can be found on MediaTel’s events website.
Via: MediaTel

Primesight and MediaTel Partner for Briefing on Connecting Today’s Consumer

Primesight partnered with MediaTel for another breakfast briefing on 12th June. The subject of this briefing and debate is the changing nature of customer interaction with Retail. The 50 guests were a mix of clients, advertising agencies and outdoor media specialists who have an interest and influence in how their business compete for and react to customer trends in the retail space.
Derek Jones (MediaTel) welcomed all guests at Haymarket Hotel where the event took place. Following his brief foreword, Mungo Knott (Marketing and Insight Director at Primesight) set the scene with interesting retail statistics revealing remarkable changes in consumer behaviour and talking about the disrupted path to purchase and consumer journey. His intro and comments served as reference points during the discussion and sparked exciting conversations between the panellists.
The panel was chaired by Dominic Mills, journalist and MediaTel columnist. The panel itself consisted of four exceptional experts in their fields: Bill Grimsey (former CEO of Wickes, Iceland and Focus), Guy Douglas (Digital High Street Programme Manager, ATCM), Steve Smith (Head of Though Leadership Research, Starcom Mediavest Group) and Rob Sellers (Director at Dialogue).
Many topics became the subject of passionate discussions between the panellists, exciting the audience to take part with questions and comments. Starting off with a comparison between the past and present of Retail and the High Street, the panellists delve into topics ranging from the ‘endurance’ of click and collect (Bill Grimsey forecasted its death in 5 years), brands as a focal point of our culture today and natural extensions of ourselves,  the substitution of ‘customer service’ for ‘customer experience’ etc. Further, some of the panel contributors questioned the survival of ‘show rooming’, others predicted its evolution into stock-free shops, meaning we as consumers will browse in-store but make the final purchases online (in the past we used to browse online and purchase in-store). 
Rob Sellers claimed that we have transformed from a nation of shopkeepers into a nation of ‘bargain hunters’, constantly on the watch out of value-for-money propositions. Steve Smith added that it is ‘food and leisure calling the shots at mall and the High Street, not Retail anymore’ and that in order not to fail ‘the High Street needs to entertain and inform’. Guy Douglas contributed with his invaluable thoughts about high street infrastructure, many retail leases coming to an end causing occupancy issues, the importance of the community and other factors in overcoming the repeatedly predicted death of the British High Street.
Bill Grimsey’s input into the negotiations was associated with immense knowledge served with good humour, both highly appreciated by everyone attending the thought-provoking event. The author of the Grimsey review excited the audience by maintaining that the shift in consumer shopping and brand experiences we are about to experience is incomparable to anything we have seen up to this point that only begins with town centre WiFi connectivity making the showrooming activity a seamless experience, extensive use of iBeacons etc.
Via: Primesight

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