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Route appoints Katherine Almond as Non-Executive Chair

Route, the audience measurement body for OOH media in Great Britain, has appointed Katherine Almond as non-executive chair of the board.
Katherine has a passion for understanding human behaviour and brings a wealth of research and media experience to the not-for-profit Joint Industry Currency (JIC).
As non-executive chair, Katherine will be responsible for maintaining Route’s independence and impartial approach to the industry’s currency. Route is financially underwritten by all the major media owners and specialist media agencies in the OOH sector.
Katherine began her career in media planning and was board director at AMV.BBDO and PHD. Her passion for using qualitative research to develop media strategies, led to a full-time freelance research role for 10 years across a range of B2B and B2C clients. She is currently Head of Insight at Bray Leino.
Katherine is taking over the role in June and replaces Ken New, who is departing the organisation after 19 years.
Ken New on his departure: “Route has come a very long way over recent years and, without doubt, leads the world in the provision of sophisticated OOH audience research. It’s the ideal time for ‘fresh eyes’ to help move Route forward to meet that challenge. I’m very proud of where Route is and I’m delighted that Katherine is going to help James Whitmore and the team to take it forward to the next level.”
Katherine Almond on her new role: “Route is a world-leading piece of research, but the world of outdoor is changing before our very eyes, as screens take over from traditional posters. There are, quite rightly, some serious questions being asked about the audience delivery of some digital channels. We need to ensure that OOH rises above this and continues to be served by best in class research, delivering the accountability that clients and agencies need. I have always been passionate about the OOH medium and I am really looking forward to working with Route to meet these complex challenges over the next few years”
Gideon Adey, co-chair of the IPAO explained “Ken has overseen a total transformation in the way OOH media is measured moving from poster sites to accountable audience metrics. It has been a great pleasure to work with him. Once again, the OOH medium is advancing in the way it delivers audiences at scale and Katherine brings the enthusiasm and drive to take us through the next evolution of Route to continue accurately measuring audiences in a digitised world.
Justin Cochrane, Clear Channel CEO and Chair of Outsmart added, “Ken New has contributed greatly to the progression of Route and the industry is forever indebted to him for his counsel, enthusiasm and commitment. We wish him well in the future. At the same time, we are excited that Katherine is to come on board as we navigate to the next stage in the medium’s development. Digital OOH is already a broadcast medium in its own right and continues to drive growth in the sector.  The investment by our members into the infrastructure of the medium is now being matched by a granular understanding of how it is consumed.”

Posterscope Belgium publish their 2018 OOH overview document

Posterscope Belgium, post an annual overview guide to the OOH marketplace.
This is their summary for 2018 covering the Belgium and Luxembourg regions.
For more detail and guidance on their perspective, please click HERE ….

Cadbury’s Eggperiential Hunt hits Dublin

Cadbury’s Eggperiential Hunt hits Dundrum
With the hunt for the white crème eggs really heating up and everyone scrambling to find one, Cadbury surprised the unsuspecting shoppers of Dundrum, Dublin with the opportunity to find the elusive eggs.
On Saturday 3rd February, four hunts took place over the course of the day with each hunt resulting in one lucky hunter winning €1,000.
A total domination of the dPod located outside the Schuh store in Dundrum Town Centre was used to build awareness of the hunt, indicate the start times and more importantly provide a map of the centre with the location of the white creme egg being revealed. Promo staff were on hand at the dPod and the 4 hidden locations where the much sought after white Crème eggs were located.
The activation married the Mall Digital OOH format and experiential activity as the dPod acted as the facilitator and focus of the hunt. The activation was a great success with hunters gathering around the dPod for the eggs’ locations and taking off as soon as they were revealed.
The innovation team at PML Group’s (Posterscope’s Irish office) were hugely excited to be involved in creating the egg hunt in partnership with Carat and Mondeléz while our in-house creative team, Design +, animated the digital creative for the hunt.
Their iQ research intelligence shows that 68% of respondents agree that experiential activations allows a brand to create a real-life connection with its consumers.
Cadbury3
 
 

OOH displays boost National Geographic’s Photo Ark campaign

Whether driving down the interstate, waiting at a train station, or visiting city centers like Times Square, consumers across the country were inspired by out of home (OOH) media featuring images from National Geographic’s Photo Ark – a bold, multi-year project aimed at saving animals at risk of extinction.
Read More ….
 

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
 
 

These cheeky ads from Haiti hope to use Trump’s words against him

President Trump’s comments referring to certain nations, including Haiti, as “shitholes” provoked widespread anger and outrage. But one agency creative in the Caribbean nation is working on a more lighthearted response—raising money to run out-of-home and print ads in Washington, D.C., that aim to use Trump’s words against him to boost the image of Haiti.
Fabien Dodard, a Haitian native who has worked at U.S. agencies Victors & Spoils, CP+B and Colle McVoy, and now a creative director at Parkour Studio, has started a GoFundMe campaign to raise cash to run “shithole” themed ads for Haiti in the American capital. He has set a $40,000 goal, and raised a little over $2,000 so far.
The more money he raises, the more ads he’ll be able to run. The creative has already been produced, with headlines like “A majestic sh**hole awaits,” “You bring the sunscreen. We bring the sh**hole” and “Our sh**hole beaches go on for days.” There is also a letter to Trump that could run in The New York Times.
Here are mockups of how the ads would look:

The campaign is not connected to the government of Haiti or its tourism agency.
While the official fundraising goal is $40,000, Dodard would happily take more. On the GoFundMe page, he offers this breakdown of how the funds would be used at certain levels:

• With $3,000, we can have one billboard on the insterstate.
• With $15,000, we can have one billboard up downtown.
• With $20,000, we’ll have one billboard + some transit ads
• With $35,000, we’ll have 2 billboards + some transit ads
• With $40,000, we’ll have all of the above + some ads in a D.C. mall
• With $200,000, we’ll have all of the above + a half page insertion of our letter in the New York Times. (yes a shithole half page insertion in the NYT is very expensive…)
• With $500,000+, we’ll have all of the above and will invest the rest of the money in tourism projects and infrastructure.

Via: AdWeek

CES 2018: The out-of-home perspective

With a strong emphasis on smart cities, there were clear implications for the out-of-home sector at this year’s Consumer Electronics Show, writes Ahmad Sayar, VP of Strategy and Innovation at Posterscope US.
Last year marked the 50th anniversary of CES, the largest global gathering of technology and innovation, with over 4,000 exhibitors spanning across 2.6 million square feet of exhibition space. Over 180,000 industry professionals attended in 2017, 58,000 from outside the US, making it truly a record-breaking event.
In simpler terms, CES is unlike any other trade show. Since its inaugural year in 1967, when the show took place in New York City versus Las Vegas, it has set the bar for excellence in technology and innovation, and since then, has grown exponentially.
So, to say that CES 2018 had some big shoes to fill would be an understatement. How would CES 2018 kick off the next 50 years in breakthrough technologies and next-generation innovations? Despite the torrential downpour (first rain in Las Vegas in 116 days) and a two-hour power blackout the following day, CES 2018 was an absolute hit.
With a strong emphasis on Smart Cities, there were clear implications for the Out-of-Home (OOH) industry and multiple brands gave us a glimpse of life in the future.
Transportation, Smarter Cities and OOH
The way we get around is going to drastically change in the next decade. Some of the world’s largest companies are investing heavily in changing how people travel. Virgin is projecting to have three Hyperloop, electric propulsion, high speed, train-like transportation systems in service by 2021 and is continuing to expand its efforts throughout the US and Middle East. Mercedes-Benz unveiled the Smart Vision EQ which completely embodies the idea of autonomous. The vehicle lacks a steering wheel and pedals and provides the driver with a fully “hands-off” experience.
But what caught my eye is what Ford is doing with its new mobility services network. Ford has partnered up with the likes of Domino’s, Lyft and Postmates to create a fully autonomous delivery and rideshare economy.
The partnership is powered by its mobility services platform and can provide users with a constant flow of data that includes efficient routes and seamless transitions between vehicles, public transportation and payment nodes, changing the way we’ll move for the better.
To improve the everyday journey, and in collaboration with Qualcomm, Ford’s Cellular Vehicle to Everything (C-V2X) technology has the potential to help cities around the world create safer, more capable infrastructure and connect vehicles to a larger communications system. It is these such mobility networks that are the key component in the growth and sustainability of smart cities.
As a result, cities can reclaim space that was once solely used for cars and transform the street into a space for people that offers a place to stop, consume and connect. This presents a prime opportunity for the OOH industry to simultaneously expand its efforts and continue to play a key role in the growth of smart cities.
Imagine city centres, void of any vehicles, focused on free moving people and connected through dynamic OOH inventory, which leverages real-time data collected from sensors built into static structures, connected objects or more complex systems like Ford’s C-V2X vision.
The underlying commodity for the OOH industry is the sheer amount of data that will be available.
It is the ability to leverage real-world activities, happening in both a physical and digital space, in real-time, to create a memorable consumer connection. With so much free-flowing data available, the idea of following the consumer journey has never been more real. But the value proposition is not limited to just hyper-targeted messaging; smart cities will influence how OOH media is planned and bought. The goal is to minimise ad waste and maximise effectiveness by leveraging data to pinpoint how your target audience moves throughout the day and reach them at the right time and place.
As leaders and politicians are urged to innovate, improve the quality of life and increase profitability, cities around the world are quickly adopting the smart city initiative. As Ford showcased, there are clear transportation and infrastructure benefits, and continued investments from both the public and private sectors are being made to drive this movement forward.
New York City has seen this first hand with multiple street closures, converted to pedestrian areas, and supplemented with multi-functioning and connected OOH inventory. It is estimated that around three million people are moving to cities every week and approximately 54% of people worldwide now live in cities, up from 30% in 1950. As cities continue to grow and innovate, brands will need to compete even harder to grab the attention of their target audience, and it will be up to the OOH industry to help make that real-world and custom connection possible.
Ahmad Sayar is VP, Strategy & Innovation, Posterscope (US)
Via: MediaTel Newsline

Outdoor advertising is reaching its 'big bang' moment

Out-of-home is reaching its ‘big bang’ moment as technology, data and infrastructure are now seamlessly coming together, writes Glen Wilson, the managing director at Posterscope.

Les Binet and Peter Field’s recent IPA study, Marketing Effectiveness in the Digital Era, again draws attention to the importance of reach and time spent with a medium as key drivers of effectiveness. The fact that out-of-home, in its entirety, continues to deliver more than 90% reach and three hours spent in its company every day, underlines its importance and resilience in a transforming media landscape.

Interestingly, the report also observes that, since the advent of digital OOH, effectiveness of the medium has nearly doubled. I believe this is just the start.

I think OOH is nearing its “big bang” moment, where data, technology and physical infrastructure genuinely and seamlessly connect to enable a new era of efficiency and effectiveness for advertisers. All of the key ingredients are in place so here’s why the medium will be bigger and better then ever.

OOH at the speed of life

OOH has been transformed by digitisation over the past few years and that aggressive digital focus will continue in 2018. Fifty per cent of OOH revenue will be digital, and digital alone will be able to reach 50% of the population.

A significant development will be the delivery of more scaled automated trading. We’ve seen lots of column inches and many promises but we’re starting to see the full delivery of automated booking across the industry, albeit at varied pace. For advertisers, the key benefit is speed.

OOH planning and buying has traditionally occurred months out from live dates with the exact sites selected, negotiated and transacted upfront. Now channel investment can be more flexible with some campaign parts confirmed days before the live date.

It can also enable upfront impression commitments but with agile deployment; automated guaranteed, in other words. This will provide a more compelling and competitive proposition to deliver more responsive and reactive broadcast reach.

More flexible, more dynamic, more effective

This more frictionless connection across digital OOH products will see an increasing application of dynamic content and ad-serving to optimise creative delivery. Messaging that reflects more closely what audiences are thinking, feeling and doing at specific moments, in specific places.

Powered by more prolific, accessible and usable data, digital OOH will be used in more dynamic ways and deliver a growing array of benefits to advertisers.

Research has revealed that dynamic digital OOH used to serve more contextually relevant messages increases spontaneous advertising awareness by 18%. Furthermore, ad-serving relevant content by audience increases the effectiveness of a campaign by at least 15%.

Ultimately, where data-driven, location-based insights reveal the customer “moments that matter”, and where OOH is planned and activated around these, it works harder and delivers significant ROI improvement.

Launch of new OOH products

Media owners’ tireless and relentless pursuit of a better product will bring an incredible line-up of new offerings in 2018.

These will include the roll-out of Wi-Fi-enabled Inlink units, a reimagination of BT’s phone boxes, Clear Channel’s smart payphone project, JCDecaux’s continued screen investment, Exterion’s full-motion Underground cross-track screens and Ocean Outdoor’s recent launch of the biggest digital OOH screen in Western Europe, the Piccadilly Lights. All of which will support more convergence with other digital media, principally mobile, resulting in better media campaigns for the advertiser and better experiences for consumers.

Closing the loop

Big strides in performance and effectiveness will come from the integration of feedback loops into the dynamic, digital ecosystem. Sales, stock levels or footfall will be used to calibrate, in real time, the weight, frequency and nature of messaging.

We’ve already seen pockets of activity across categories, such as British Airways’ flight sale campaign earlier this year where messaging changed depending on BA’s weekly “priority” routes and availability of specific destinations.

In particular, we’ll see the obvious symbiotic relationship between mobile and OOH become more of a reality. Accessibility of mobile location data, greater collaboration with location-based mobile media owners and the ability of OOH planning systems to seamlessly ingest and process this data, will enable more holistic, integrated and effective activation across both channels.

A creative renaissance

There is undeniable and enduring power and purity in a great idea, articulated with a striking image and pithy copy line – a classic poster. There is, perhaps, a perceived simplicity to this task that makes it a less alluring creative challenge in a world of one-to-one communication. The fact is, simple is hard and we must do more to acknowledge and celebrate this among the creative community.

Mass digitisation of OOH presents a new creative palette and we’ve seen only a fraction of what’s possible as the creative industry starts to embrace the new opportunity.

Via: Campaign Live

South London welcomes new giant poster site

BlowUP media are pleased to present a new opportunity to target an affluent and edgy part of London. Brixton is an exciting socialising destination that draws in a massive South London audience. With music institutions such as Brixton Academy, Electric and Phonox drawing the millennials, mainstays such as Barrio, Blues Kitchen and Rum Kitchen are always overflowing whilst POP Brixton and Brixton village deliver an exciting and ever changing social dining occasion.
Via: BlowUp Media

Spotify wrap up 2017 with "2018 goals" campaign

Spotify is wrapping up 2017 with its biggest marketing campaign of the year that builds upon last year’s “Thanks, 2016… it’s been weird”.

The brand once again puts a humorous twist on user data to open a window into pop culture. Featuring 70 artists including Ed Sheeran and Sam Smith, the ads will run in 18 markets and include straplines such as “2018 goals: Be as loving as the person who put 48 Ed Sheeran songs on their ‘I Love Gingers’ playlist”. The work was created in-house by Spotify’s brand and creative team.
Via: Campaign