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New Premium Roadside DOOH in Birmingham for Signature Outdoor

Introducing three new large format Digital Out of Home locations in Birmingham from Signature Outdoor.
Part of their Central Networks proposition, two digital 96 sheets and one new digital 48 sheet will help you reach even more people across Birmingham!

Real World December 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 November 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.

Out of Home Adspend Forecast to Exceed £1bn in 2014

In the final part of MediaTel’s series looking in detail at the latest UK adspend forecasts, Suzy Young, data and journals director at Warc, exmaines how new digital technology is accelerating growth for the out of home sector.
In Q1 2014, out of home advertising expenditure dipped 2.2% compared with the same period a year ago, according to the latest data released in the Advertising Association/Warc Expenditure Report this week. But this is expected to be just a temporary blip, and Warc forecast consistent growth throughout the rest of the year and into 2015.
Warc predict annual growth in the out of home sector of 2.7% in 2014, reaching a total of £1,017m. This is the first time the sector will have surpassed the £1bn mark. The pace of annual growth is expected to accelerate to 5.9% in 2015, or £1,077m.
In recent years the out of home sector has performed consistently well, recording year-on-year growth in all but four of the last 31 years, with these dips occurring in line with the total ad market, following economic recessions and the dotcom crash in 2001.
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Note: Outdoor Media Centre; AA/Warc. Source: AA/Warc Expenditure Report.
The London Olympics in 2012 provided a significant boost to out of home ads in particular, with spend rising 25.4% year-on-year in Q3 2012 and helping the annual total increase by a strong 9.5%.
According to YouGov research, 62% of visitors to the Games were aware of outdoor advertising related to the event. Consequently, the AA/Warc had initially forecast a drop in adspend for 2013 given the lack of a similar event, but out of home maintained its upward trajectory to register growth of 2.0%.
One of the key reasons for this success is the sector’s rapid adoption of new digital technology. As the chart shows, digital’s share of total out of home advertising expenditure has grown significantly over the last 11 years – when the traditional vs. digital formats were first tracked. Digital adspend has grown from a 1.4% share of adspend in 2003 to a 21.6% share in 2013.
Mike Baker, CEO at the Outdoor Media Centre, said: “In 2013, outdoor beat expectations, growing 2% over the spectacular Olympic year. What’s behind the continued growth? Digital is the main driver, with consistent investment by media owners into high profile sites such as Clear Channel’s Storm panels on Cromwell Road and Outdoor Plus’ Vauxhall Cross.
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Note: Outdoor Media Centre; AA/Warc. Source: AA/Warc Expenditure Report.
“Importantly, the footprint of digital has expanded geographically, including JCDecaux’s Trinity Leeds, Mediaco’s Citylive sites in Manchester, as well as new sites in Newcastle (Ocean), Birmingham (Signature) and Glasgow (Forrest) and Cardiff (blowUP).
“Advertisers continue to find a place for outdoor on their schedules, and the number of million-pound clients now stands at 159. Route, our audience measurement system, now covers just about all the environments.”
According to the Route research carried out by the Outdoor Media Centre (and also published in topline form as part of the Expenditure Report), roadside panels accounted for 28.4% of all out of home panels monitored in March this year (372,818 panels). The next biggest formats were tube carriage interiors at 24.4% and bus panels at 18.1%, as detailed in the chart below.
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Source: Route, Outdoor Media Centre; AA/Warc.
Via: MediaTel

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

Tfl and ESPN FC to Display World Cup Updates on London Underground

Transport for London (Tfl) has partnered with ESPN’s football website, ESPN FC, to deliver football results to London Underground commuters during the World Cup – marking the first time the transport body has signed a commercial partnership.
The partnership will see Tfl and ESPN FC bring news, results and score updates from the games to more than 140 stations via overhead platform boards and 400 service update boards displayed at station entrances.
As part of the partnership, which launches on 12 June, ESPN FC will run an advertising campaign on the home page and journey planner section of the Tfl website, as well as experiential activity involving football freestylers at Stratford, Charing Cross and Tottenham Court Road stations later this week.
Via: The Drum

Read All About it on Paper Towels

To drive more people to its website, Mexican free newspaper Mas Por Mas rigged some paper towel dispensers to print out the latest real-time news.
Working together with agency FCB Mexico, they installed printers inside selected paper towel dispensers, and connected them via WiFi to the paper’s daily newsfeed.
Each time the dispensers detected a person’s hand, they would print out the latest news on the paper towels. Using special powered ink, the printed news won’t leave any stains on the person’s hands.
On each print-out is also a QR code that directs people to the newspaper’s website. According to the video below, the campaign was a success; unique visitors to the website increased by 37% in the first two weeks.
[youtube width=”300px” height=”200px”]sfjFgFYBEmA[/youtube]
Via: Design Taxi

Exterion Wins Innovations Challenge Award

Exterion Media took home first place at the annual AdConnection Innovations Challenge. The event gave a shortlisted selection of media owners the opportunity to pitch their latest innovations to the whole media agency, from AdConnection’s CEO to their most recent graduates.
Ten media owners were selected to compete, from Sky and The Telegraph, to app start-up companies, and each were given five minutes to present their ideas. The Exterion Media team chose to focus on the online dating company Lovestruck and presented Lovin’ London, an idea inspired by the changes in the dating market since the launch of Tinder, the dating mobile app.
The Lovin’ London idea was to show user-generated content of Lovestruck members on London Underground LCDs, letting passers-by know that they were signed up to Lovestruck and looking for a date in London that weekend. The challenge began ahead of time, with the announcement that extra points would be given for a social media presence in the run up to the day, so everyone from the Outdoor Media Centre and Jason Cotterrell, to family and friends tweeted their support.
Katie Ingram and George Rossides, who represented Exterion Media, commented:
‘It was an amazing afternoon at AdConnection, and we were faced with a lot of very tough competition. We’re thrilled to come away with the trophy on the night, and that the agency is already talking to us about how we can best work the concept up to take to the client.’