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Posterscope fuses the OOH industry currency with OCS

Posterscope fuses advanced OOH industry currency,Route,with OCS, the UK’s most detailed behavioural OOH Survey,to boost campaign reach & effectiveness

Out of Home and location marketing specialist Posterscope has fused its proprietary Out of Home Consumer Survey (OCS) with Route data to enable its planners to plan and buy OOH against a client’s core planning audience.
The OCS Route Fusion has been integrated into Posterscope’s location analytics, planning and trading platform ECOS and will allow its planners to quickly and easily re-create their clients’ precise planning audience, and then plan and optimise OOH campaigns against this at the same time as the much broader traditional buying audience.
This new depth of insight within OCS will also enable Posterscope to proactively analyse coverage and frequency and plan against audiences expressing interest in key moments such as sporting events, calendar events like Valentine’s Day or Easter, or environmental factors such as the weather, time of day and location.
Russell Smither, Insight Director at Posterscope, said: “Clients and agencies spend a significant amount of time, energy and money understanding target audiences, creating segmentations and then recreating these in media planning surveys such as TGI, OCS and Touchpoints to generate media and OOH insights.  By fusing our own OOH Consumer Survey (OCS) with Route we have streamlined the OOH planning process which will significantly increase the reach and effectiveness of campaigns, amongst the audiences that clients most want to reach.”
This more personalised approach to planning will lead to more accurate and efficient OOH campaigns and mean advertisers are reaching more of the people they most want to talk to.  For example, a rail digital six sheet campaign planned around “moments that matter” using the new OCS Route Fusion audience of “Men 25-64 who look forward to the Easter break” would deliver 40% more GRPs than the more traditional buying audience of Men 25-64.  Similarly, using an OCS Route Fusion audience of “Men 25-64 who get excited around major sporting events”, a rail digital six sheet campaign would deliver 21% more GRPs than the more traditional buying audience of Men 25-64.
About Route
Route (OOH Industry Currency) launched in 2013. The most advanced OOH industry currency in the world where 28,000 GB respondents’ movements are tracked over a nine-day period with sophisticated GPS meters. Route facilitates planning and buying across nearly all OOH environments for classic and DOOH based on key target audiences created using information derived from the Route respondent questionnaire
About OCS
Out of Home Consumer Survey (OCS) is Posterscope’s market leading survey in both the UK and across around 30 international markets. OCS generates in depth understanding on OOH communications by identifying consumer’s attitudes, perceptions and thoughts on different OOH formats, environments and dynamic content opportunities. OCS also identifies consumers’ attitudes towards seasonal events, an understanding of the consumer journey on over 20 product categories with usage and affinity towards 250 brands.

We asked 100,000 consumers worldwide…about OOH

Megin Gauntlett, Senior Insight Executive at Posterscope delves into our planning tool OCS, giving insight on how we understand our global audience and plan resonating campaigns.
OCS – The largest global OOH survey in the world
OCS (Out-of-Home Consumer Survey) is Posterscope’s proprietary planning tool and an integral part of Posterscope’s planning process across the globe. Since its launch in 2005, it has continued to expand and now encompasses over thirty markets and 100,000+ consumers worldwide.
OCS enables planners to efficiently and effectively identify the behaviours and attitudes of relevant consumers and translate these into actionable insights. These insights are then used to inform the most appropriate OOH plan.
The range of topics contained within OCS include, amongst others, the consumer journey to purchase, attitudes towards over 50 different types of OOH (including airport and experiential), and the claimed noticeability of these formats. As the opportunities within the OOH market evolve, so too does OCS – with questions such as ‘topics searched for on smartphones’ and ‘consumer opinion on relevant dynamic digital content’ being amongst those most recently added across all markets globally.
OCS identifies OOH nuances between markets
In practice, OCS allows us to identify key trends over multiple markets, and to understand the various idiosyncrasies and differences when it comes to consumer opinions and behaviours around the world. This can range from looking at day-to-day actions that we take for granted, such as how we commute to work, to more individually-determined actions, such as where we’re more likely to search online whilst out of the home. These differences help us to personalise planning for each audience across each market.
ocs by country
Universal trends in OOH – Location, Location, Location
OCS also allows us to identify key insights that are consistent worldwide, and in turn enable Posterscope to develop its OOH offering to meet these requirements. For example, the importance of context and relevance in OOH is now universally acknowledged, and, in recognition, Posterscope is rolling out its Liveposter product on a global basis. Liveposter offers a unique blend of context and relevance, as it serves engaging messages across multiple OOH locations using triggers such as time, day, and weather.
But which kind of messaging does the consumer really want to see? Based on the views of over 60,000 consumers from nine of Posterscope’s core OCS markets (the UK, France, Germany, Italy, Spain, Japan, Australia, the USA and Singapore), we can see a unanimous trend in the dynamic content that consumers engage with most when it comes to DOOH – Location. On average 60-70% of global consumers engage with contextual DOOH messages relating to the weather, time of day, day of week, seasonal events and live sports updates… but location is the dynamic content type most favoured across all 9 markets without exception. Almost 8 in 10 global consumers state that they are interested in location-based messages on DOOH.
ocs types of message
In the UK, location-based messages resonate even more with consumers, and this becomes even further pronounced amongst specific audiences. For instance, 90% of London fashion consumers (“Londoners who are passionate about shopping in store to buy fashion items”) are interested in location-based DOOH content. This type of insight helps to inform and plan successful OOH campaigns, such as Timberland’s recent campaign which ran across shopping malls and high streets in London. Based on the viewer’s location, suggestions were made to visit a local store or landmark, along with relevant statistics such as distance, number of steps required, and calories burned, whilst promoting the unique comfort of the new Sensorflex product.
timberland
Société Générale used a similar idea in rail stations and airports across France – letting consumers know how long until their train or plane departs and reminding them that they have plenty of time to log on to the app and complete a few transactions whilst in transit.
The success of this kind of location-based marketing is not to say that the consumer is uninterested in any other relevant messaging displayed on DOOH screens. As the chart above illustrates, global consumers are similarly interested in a variety of contextual messaging as detailed in OCS, and, in some cases, confounding national stereotypes such as the British being more inclined to care about the weather, when in fact they actually ranked 8% lower than the average of all countries evaluated!
Multiple Messages engage consumers
Combining multiple contextual messages, when relevant, helps to further engage the consumer. santander v2Across all markets, campaigns which feature multiple contextual messages are proven to have greater consumer impact – Santander Cycles being a casing example. Santander Cycles identified two key audiences for its product – leisure users and commuters, and, using the Liveposter platform, encouraged them to hire a cycle for their next journey. As well as using location and local nearby attractions as inspiration, the campaign also utilised time of day (when to deliver the ads) and weather data (letting people know if the weather is going to be good for a day outdoors). Research demonstrated that consumers who saw the DOOH Liveposter campaign were 20% more likely to spontaneously recall seeing advertising for Santander when asked “which, if any, high street banks or building societies have you seen, heard or read advertising for in the last 2 weeks?”  proving that contextually relevant DOOH content delivers strong advertising cut-through for brands.
Similar success has also been enjoyed by Fanduel, an online and app-based fantasy sports league based in the USA, who utilised relevant contextual messaging consisting of both time of day and location, in a drive to recruit more members and get them playing more games.
fandual
In summary, OCS helps us to understand the lives, opinions and OOH habits of more than 100,000 consumers in over 30 different markets. With the rapid development of DOOH inventory with real-time capabilities across the globe, OCS ensures that we can capture which tailored, contextual messages (and triggers) our audiences actually want to see and where, enabling us to deliver relevant real-time campaigns that truly resonate and drive results.

Posterscope rolls out high decibel campaign to promote OPPO camera phone F3 Plus

To stay ahead of the growth curve, a smartphone brand has not only to unveil new technologies and software updates but also keep the TG updated of the same. OPPO having launched its new ERA Selfie Expert phone F3 Plus with a high quality camera skills rolled out an extensive OOH campaign to showcase the new offering to the youth in particular across SEC A+, A & B.

In the Gujarat markets, Posterscope India handled the outdoor mandate for the brand, using its proprietary planning dashboard OOHZONE that delivers audience optimisation through a TG mapping module. The module showcases TG touchpoints from the rich research data of OCS (India’s largest OOH Consumer Survey with a sample size 12,000+), creates a heat map visualisation, overlays these locations with live traffic intelligence and selects sites based on those data points.
Read more …

Posterscope launches new office in Nigeria.

Posterscope has formally launched its Nigerian office. Nigeria is the 32nd market globally that Posterscope is venturing into and the third in Sub-Saharan Africa after South Africa and Kenya.
To mark the launch, Posterscope Nigeria invited advertising industry stakeholders to attend a full day thought leadership conference it was hosting at Protea Hotel Ikeja, Lagos where it was joined by experts from Posterscope markets around the world who shared knowledge and discussed how convergence and connectivity are defining the future of out-of-home media.
The conference which was endorsed and co-sponsored by the Outdoor Advertising Association of Nigeria (OAAN) was attended by advertisers, media owners, regulatory agencies, media independents and creative agencies.
Speaking at a press conference prior to the conference, David Gordon, Global Insight DirectorPosterscope Worldwide said Nigeria is a significant market for Posterscope and its multinational clients and added that “the out of home space has never been as important for communicating to the always-on connected consumers who are empowered to comment, search and buy, throughout their OOH journey. The increasing availability of location data from mobile operators is leading to greater efficiency of OOH panel selection both static and digital, as we understand where and when consumers are searching for specific product categories”.
Dan Oshodin, Managing Director of Posterscope Nigeria said “Posterscope’s focus on putting the consumer at the heart of OOH planning will cause a significant shift in the way advertisers consider the medium, the catalyst for this is our imminent launch of OCS, Out-of-Home Consumer Survey, our consumer insight research that enables us to look at the OOH landscape through the lens of the consumer”. Oshodin added that “OCS will help us optimise plans and enable us to determine the most efficient format and environment mix to engage consumers at the right time, in the right place and in the right mind set”.
Other speakers at the conference included Charles Chijide, president of OAAN; Bruce Burgess, Development Director, Posterscope Sub-Saharan Africa; Vikrant Tandle, Chief Operating Officer, Isobar Nigeria; and Uzoma Okoye, Managing Creative Director of Etu-Odi, a fast growing creative agency based in Lagos.
With this launch Posterscope has unveiled all 6 of its service pillars in the Nigerian market including OOH strategy/Ideas/Innovation, Full Service OOH Planning/Buying, OOH Implementation/Project Management, OOH Brand Experience/Activation, OOH Production Management; and OOH Auditing/Tools & Specialist Consulting.

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