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The IMAX Just Got Even More Impactful

Ocean have revealed stage one of the revamping of Europe’s largest and most iconic advertising structure London’s IMAX.

Working closely with The BFI and Lambeth Council the IMAX’s lighting infrastructure has been upgraded from halogen strip light to 48,000 LEDs. The upgrade delivers an energy efficiency of 77% on the existing lighting, removing over a 100 tonnes of carbon from the atmosphere.

The new lighting system is accompanied by state of the art software allowing for a series of dynamic lighting techniques that advertisers can use to animate their creative and deliver a heightened level of engagement. The 5 techniques are Reveal, Horizontal Transition, Motion Bars, Spotlighting and Vertical Transition.

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“We have been working with the BFI for over three years on this project and we are delighted with the results. It brings the IMAX into the digital age and provides both the advertiser and consumer a much better experience of what is London and Europe’s true advertising icon.”

“We have championed creativity in the OOH sector for a number of years and this investment gives creative agencies the opportunity to treat the 1734 sq m canvas of the IMAX in a totally new and exciting way. We are tremendously excited and look forward to sharing further updates towards the end of the year”

Richard Malton, Marketing Director, Ocean

Source: Ocean Outdoor 

Ocean Outdoor questions creatives at Cannes Lions 2015

In the run up to the launch of the 2015 Digital Creative Competition, Ocean and Campaign are at Cannes Lions speaking to industry ambassadors throughout the week about their perceptions of Digital Out of Home, and how the medium has evolved for the better.
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Ocean introduces Trinity Wandsworth with four brand partners

Ocean has expanded its premium London portfolio with the launch of two brand new high-definition digital screens in Wandsworth, its first out of home location south of the River Thames.
Renault, Sky Sports, 3 Mobile and Heineken are the launch partner for Trinity Wandsworth which dominates a three lane gateway connecting south London to the affluent areas of Chelsea, Fulham and Sloane Square.
The campaigns were booked through Kinetic (MindShare) for 3 Mobile; Talon (MGOMD) for the Renault Captur;  Rapport (Mediacom) for Sky Sports Formula 1; and Posterscope (Starcom Mediavest) for Heineken.
Featuring surround lighting which can be tailored to the creative, the 12.2m wide by 2.9m high screens are positioned to face commuters travelling in and out of London, generating 894,000 impacts per fortnight.
Ocean marketing director Richard Malton said: “Trinity Wandsworth is perfect for targeting commuter traffic with all the flexibility that digital advertising allows.
“Well connected to the prosperous areas of Chelsea, Fulham and Sloane the SW18 postcode is a stunning new London location to connect brands with younger, discerning, cosmopolitan audiences.”
Via: Ocean Outdoor

Neuroscience delivers further insight into the role of DOOH

Neuro-Insight used brain imaging to look at the subconscious impact of one medium on another, investigated the ability of premium, full motion media (television and premium digital out of home) to positively prime responses to linked messages encountered in other media (magazines and mobile devices). Heather Andrew, CEO of Neuro-Insight UK, discusses the research process and describes how working with Ocean uncovered something unusual.
Ocean believed that full motion digital out of home could play a role similar to that played by television, which has been shown to have a strong priming impact on other media. Like TV, DOOH delivers brightness, motion and colour, and like TV it delivers an intense experience that Ocean believed could serve to build, not just leverage, brand equity.
Research objective
We wanted to go further than previous research, to understand just how far the impact of DOOH in particular could extend; our hypothesis being that it could reach well beyond the OOH sector. We set out to discover whether prior exposure to DOOH advertising had an effect on responses when people were exposed to advertising from the same campaign in other media – i.e. did DOOH have a priming effect that extended beyond OOH and into the wider media landscape?
Methodology
Ocean chose neuroscience as the methodology for this project because, as proven by an earlier study, it’s the best way of delivering objective evidence about effects that people wouldn’t be consciously aware of. We carried out the research using the Steady State Topography (SST) methodology, which tracks electrical responses in the brain in real time as people are exposed to different stimuli. In this study we wanted to look at priming impacts, which require the brain to store information and then link new stimuli back to what’s been stored into memory, therefore memory encoding was the key measure that we focused on in our analysis.
A key feature of the study was that we wanted to focus on the priming impact of DOOH on other media; therefore we measured not brain response to the priming media, but responses to the media being primed.
Results
The results were unequivocal in showing strong priming impacts; but took us by surprise in that we found more than we expected. Firstly, we found that, regardless of creative, mere exposure to the priming medium had an impact. People who saw television first responded more strongly to magazine advertising (even when not linked to the campaign they had seen on TV) than people who’d been exposed to DOOH. More importantly for Ocean, people who’d seen digital DOOH first responded more strongly to advertising on mobile devices, even when not linked to the campaign they had seen on DOOH, than those who’d been exposed to television.
Why is this?
The results reflect what we call the congruence effect – the impact of environment and “brainstate” on responses. TV is immersive and involves a sedentary state in the home, just like magazine reading. DOOH involves a heightened response to communication seen out of home whilst on the go, just like mobile devices. The brain is very receptive to the power of context, and congruence plays a role in how we respond to things, just as we have seen in this study.
Unsurprisingly, for both priming media, the priming impact was even stronger when people were responding to creative executions from the same campaign that they had seen on TV or DOOH.
Learnings
The findings of the study have clear implications for maximising the impact of cross-media campaigns by harnessing the specific priming impact of DOOH. We know from previous work that iconic, large format advertising delivers heightened emotional response and strong memory encoding, and that this impact is heightened by full motion screens. We also knew, going into this study, that these large, iconic sites had a positive priming effect on other OOH advertising.
This new research takes the learnings further, to show that the priming impact of DOOH extends beyond the OOH world and into a wider media universe. There is a congruence between screen experiences out of home, and the combination of large and small screens, accessed on the go, is a particularly powerful one.
Via: Ocean Outdoor

Ocean Group acquires MediaCo Outdoor

Ocean Group CEO Tim Bleakley today (April 22) announced the acquisition of MediaCo Outdoor, Manchester’s leader in OOH digital and backlight premium large formats, through its highly successful partnership with Manchester City Council.
The deal, for an undisclosed cash sum, significantly strengthens Ocean Group’s national footprint and leading position as the premium large format provider in London, Birmingham and Manchester, ranked the UK’s top 3 cities for total advertising spend.
This accelerates Ocean Group’s dual strategy of developing iconic digital and premium formats, and mirrors its acquisition of Signature Outdoor in Birmingham last year, which was warmly welcomed by both agencies and brands.
Commenting on the move, Tim Bleakley said “MediaCo Outdoor and Manchester City Council have worked collaboratively and tirelessly together to build a truly state of the art portfolio across the city, to the mutual benefit of taxpayers and the business community alike. The entire Ocean Group team is committed to furthering this great work and using our unique offering across the UK’s top three cities to drive growth in the medium and offer advertisers a compelling network.”
MediaCo Outdoor managing director Mark Wardle said “This is a very exciting development for Manchester and I look forward to seeing how the portfolio evolves in the coming years.”
Commercial director of MediaCo Outdoor Richard Blackburn said “We have built up some unique products and innovative trading models and I’m delighted we are passing on the baton to the Ocean Group, who share our ethos and, we believe, are an ambitious partner who will take the business to the next stage.”

Ocean Group signs first landmark deal with Network Rail

In its first landmark deal with Network Rail, Ocean Group has been chosen as the provider of the three Media Eyes which will dominate the main entrances to the new Birmingham New Street Station which opens this September.

Part of the £200 million investment in Birmingham’s infrastructure, the agreement is Ocean Group’s first major contract win since the acquisition of Signature Outdoor last year. The Media Eyes will be sold by Ocean Outdoor and will be fully operational in autumn 2015.

The three full motion digital out of home screens, which each measure 30m x 7m, sit above the main entrances to Birmingham New Street and the John Lewis flagship store, part of the Grand Central shopping centre which also opens this September. The project forms part of one the UK’s biggest city centre redevelopments.

 The selection criteria to find a partner to design and operate the Media Eyes was based on commercial viability, architectural merit, technical ability and innovation, practical buildability and maintenance. The agreement was brokered by Signature Outdoor for Ocean Group.

Ocean Group CEO Tim Bleakley said:  “This multi-million pound investment is a significant addition to the Ocean portfolio in a prestige transport and retail environment. The Media Eyes will allow advertisers to reach premium rail passengers, business and retail audiences in one of the UK’s fastest growing cities.

“This is a significant part of our overall plan for what is rapidly becoming one of Europe’s most dynamic and exciting cities, a city that has been identified as a beacon of what out of home and digital out of home looks like at its very best.”

Chris Montgomery, Birmingham New Street project director, said: “We are really pleased to have the Ocean Group on board for this innovative and iconic part of the project.  The Media Eyes will have full motion picture media content which will bring even more vibrancy and movement to the station.” 

The media content for the Eyes will display a portion of community content as well as commercial advertising.  The screens can also be used to display station messaging in emergency situations.

Let's get Ready to Rumble – The industry's view on Posterscope's Adweek session.

Let’s get Ready to Rumble’ was a one-off battle-of-the-brands event hosted by Posterscope to find the creative agency best able to exploit mobile & digital OOH media, fully realising the power and potential to target consumers out of the home. Three agencies, VCCP, Adam&Eve/DDB and M&C Saatchi had ten minutes to pitch their creative digital-out-of-home ideas for the client brand of their choice….and it was the audience that decided the eventual winner was to be Adam&Eve/DDB.
Folowing the session we asked the OOH industry what they thought…
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Neuroscience research points to influence of digital OOH on other media

A new study using neuroscience demonstrates for the first time how digital out of home positively influences responses to other media, exerting a clear impact on the wider digital universe.
The pioneering research, conducted by Neuro-Insight, used brain imaging to explore the neurological impact of digital out of home on other screen and mobile devices.
The results of the Beyond Out Of Home study were released on Friday, March 27 at BAFTA in London before an invited audience of 100 advertising executives, media buyers and industry specialists.
Heather Andrew, CEO of Neuro-Insight (UK) which conducted the study, said: “A previous study had demonstrated that premium outdoor sites positively primed responses to standard outdoor sites. In this new study, we set out to discover whether this priming effect worked beyond outdoor and could apply to other screen based media that is consumed out of home.
“The results were unequivocal in demonstrating strong priming impacts, but we actually found even more than we expected. First of all, we discovered that, regardless of the creative, mere exposure to the priming medium had an impact.
“People who’d seen digital out of home first responded more strongly to advertising on mobile devices, even when not linked to the campaign they had seen on DOOH, than those who’d been exposed to television.
“We call this the congruence effect because it demonstrates for the first time the importance of environment and the power of “brainstate” on people’s responses to advertising.”
Tim Bleakley, Ocean CEO, said: “The findings have clear implications for maximising the impact of cross-media screen campaigns by harnessing the specific priming impact of digital out of home.
“We already knew that iconic, large format advertising delivers heightened emotional response and strong memory encoding, and that this impact is heightened by full motion screens. We also knew going into this study, that large, iconic sites had a positive priming effect on other OOH advertising. This new study takes the learnings further, to show that the priming impact of DOOH extends beyond the OOH world and into the wider all screen media universe.
“We’ve now established that there is a clear congruence between screen experiences out of home, and the combination of large and small screens, accessed on the go, is a particularly powerful one.”
About Neuro-Insight
Neuro-Insight is a market research company that uses unique brain-imaging technology to measure how the brain responds to communications. It is the only company in the world licensed to use this patented technology, enabling the measurement of second by second changes in brain activity. Neuro-Insight delivers unique insights into how a piece of design or advertising is affecting people at both a rational and an emotional level.

Via: OceanOutdoor

Ocean Seals £250,000 Airtime Deal to Drive London’s Air Ambulance 2nd Helicopter Campaign

Ocean is launching a £250,000 digital out of home campaign across its large format London screens to help London’s Air Ambulance, the charity that delivers an advanced trauma team to critically injured people in London, raise funds for an urgently needed second emergency medical helicopter.
Adverts asking Londoners to support the charity, which has treated more than 32,000 critically injured people since its inception, will appear across Ocean’s premium network of Digital locations including Canary Wharf, Westfield London, Hammersmith and Ocean’s Eastern Lights’ screen. London’s Air Ambulance currently operates just one helicopter to cover the 10 million people that live, work and visit London daily.  In 2014 the London’s Air Ambulance helicopter was offline for maintenance for 55 days.  The charity’s ‘Your London, Your Helicopter’ campaign is aiming to raise £4.4 million to acquire and sustain a second helicopter and to extend its daylight flying hours for five years. The perfect alignment of the two organisations demonstrates why London’s Air Ambulance benefits so strongly from the exposure – iconic digital out of home locations, that can be seen from the air, promoting an iconic and imperative piece of London’s infrastructure.
London’s Air Ambulance is Ocean’s official charity of choice. The company has worked with the charity for the past three years and this new campaign is the first in a series planned by Ocean and London’s Air Ambulance for 2015 under the I (helicopter) LDN.
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Ocean Head of Marketing Helen Beacham said: “Our goal is to ask generous Londoners to help reach the £4.4 million target needed by London’s Air Ambulance to acquire and sustain a second helicopter.”
“Hundreds of Londoners owe their lives to this life saving charity. It’s an incredibly worthy cause which will benefit people for years to come. We urge the wider media and advertising industries, and the people of London, to get behind this vital service and give what they can.  Please text HELICOPTER to 70800 to donate £5 or visit yourhelicopter.london to donate online.”
Specific data which reflects how many patients the London’s Air Ambulance advanced trauma team has treated in each Borough will run across Ocean’s digital locations, using that local relevance to help drive awareness and donations.
London’s Air Ambulance was formed in 1989 following a report by The Royal College of Surgeons that said too many people were dying on the streets unnecessarily.  The charity has remained at the forefront of medical innovation, delivering pioneering procedures, including roadside open-heart surgery, anaesthesia and blood transfusions that have been adopted throughout the world.
Charles Newitt, Chief Operating Officer at London’s Air Ambulance said: “We treat six critically injured people a day yet many in London don’t know that we are a charity, not to mention the need for a second emergency medical helicopter. We are very grateful to Ocean Outdoor for helping us get the ‘Your London, Your Helicopter’ message to people across London.”

People looking at a billboard triggers a change in creative

In a world first for digital out of home, Ocean, Women’s Aid and WCRS are collaborating on an interactive campaign which shows how we can all make tangible changes in the fight against domestic violence.
Timed to coincide with International Women’s Day on Sunday, March 8th, the creative, by the leading London advertising agency WCRS, raises awareness of the how domestic violence charity Women’s Aid saves lives.
The collaboration is a world first because this is the first time the attention of people looking at the digital screens triggers an immediate change in the creative. Ocean exclusively operate facial recognition technology on large format Digital out of Home in the UK, and in delivering this campaign are the first organisation to utilise the gaze tracking element of the system to trigger or superimpose content for live playback in real time on the screens.
The campaign premieres on Thursday, March 5th at The Screen @ Canary Wharf in London and then rolls out to the The Screen @ New Street in Birmingham and Eat Street @ Westfield London on March 7th and 8th.
The initiative will also be supported on Channel 4 with a specially introduced 30 second prime time TV spot designed to amplify the message during the centre break of brand new drama Indian Summers on Sunday, March 8th. The spot will be repeated at 7.20pm the following day in Channel 4 News’ ad break. Promotion of these TV spots will also run across some of Ocean’s most high profile Digital out of home locations in the UK.
The campaign is already an award winner, taking the Interactive Award in Ocean’s annual Art of Outdoor competition 2014.
WCRS worked with famed photographer Rankin, a long-time supporter of Women’s Aid, Ocean and posthouse Smoke and Mirrors to create the interactive billboard which shows the image of a bruised woman with the simple imperative, “Look at me”.
In awarding the WCRS/Women’s Aid campaign the Interactive Award in Ocean’s annual Art of Outdoor competition 2014, the judging panel said: “This campaign figures out how many people are looking at the screen – and the longer you look at it the more it changes. This has not been done before. So, paying attention has a positive effect. It’s very clever.”
To learn more about Women’s Aid visit www.womensaid.org.uk
Via: Ocean Outdoor