This is the new “Minority Report”
This is the new “Minority Report”
Amazon has changed the name of Westminster Tube station and has temporarily christened it “Webminster”, instead.
The move is apparently intended as a way of advertising its web services division, which offers things like server space to companies and recently opened up premises in London. But it appears to be mostly confusing commuters who aren’t sure why it has happened.
There’s no obvious explanation to anyone passing through the station why the famous roundel has been changed. The sign does stand in front of a series of Amazon ads – but there is no explicit connection between the two things.
The change has been made not only on the roundel that people arriving at the station see, but also on the map that sits alongside the trains to help people get around. It isn’t clear how long it will last for.
Amazon says that TfL uses its services to power its own network as well as to make its data available so that it can be used by people to make travel-planning apps.
It’s not the first time that Transport for London has allowed a company to change the name of a station for advertising reasons. In 2015, Canada Water station was re-named Buxton Water for just one day as part of an £11,000 sponsorship deal related to the London Marathon.
Then, TfL argued that it was worth making the change because the revenue from the deal would be put back into the network “for the benefit of customers”.
Via: The Independent
By Dominique Fyson, Strategic Account Director
As part of the Digital Academy series, last week Posterscope hosted a Mobile and Location session, the final in a 4-part mobile series led by Fetch.
The aim of the session was to demonstrate how Posterscope are using mobile in the OOH industry and Strategic Account Directors Dominique Fyson and Brad Gilbert covered 4 key areas:
Planning OOH using mobile data:
Thanks to smart phones, we now have access to large data sources that allow us to break away from traditional audience demographics, and enable us to plan based on behaviours and interests. To achieve this we have created a number of partnerships in order to access a variety of mobile data. Firstly our exclusive partnership with EE gives us access to telco data. Secondly our partnership with tech start-up Locomizer gives us access to both social and mobile GPS data.
Alongside planning OOH more efficiently, we are now using mobile data to build out our location expertise, beyond planning posters and digital screens. So we are using this granular mobile data to truly understand different audiences, where they are, what they are doing and where they are going. We know that location analysis is becoming increasingly important to all of our clients, so we are constantly building and evolving this offering, and offering insights and services that go beyond the media plan.
Mobile Media and OOH:
Planning OOH alongside mobile isn’t just about using data. As we know that 99% of smartphone owners will use their device while OOH in a given week, it gives us the opportunity to create synergies between the two channels, and to really support the brand messaging. Working with Fetch we can now activate these two mediums side by side.
Building Mobile Engagement:
Lastly we looked at how we can use mobile tech to create engagement in the OOH space. We are constantly looking for new solutions to link these two channels, and to close the loop between knowing someone saw an OOH ad, and then completed a particular action. The mobile experience is obviously really important as we all have to deal with low-time, low-attention consumers. Therefore we are really interested in tech that has the potential to be easily adopted in the market, and is easy for consumers to understand. We then ran through some examples such as Beacons, linking OOH and social media apps like Snapchat and Instagram, physical payments through contactless technology, amplification of live events and dynamic OOH capabilities.
Finally the session concluded with a short presentation from our mobile partner Meshh, who have created a way of connecting any mobile device to any billboard within seconds, allowing for the immediate transfer or download of relevant digital content. The technology does not require an app and works without the need for any data or internet connection. They are a fascinating company, and we are hoping to work closely with them across 2017.
Instagram sticky note artist, book illustrator and social truth giver Chaz Hutton has taken his un-cannily spot-on sketches out-of-home.
Chaz’s Instagram account @instachaaz shares post it note sized tru-isms and he has just launched a collection in his book ‘A Sticky Note Guide to Life.’
To celebrate the launch he has used topical and relevant OOH to launch the book.
The content at Strouts Place explains how to draw a stick figure, one incensed and one depressed as the tagline says, ‘It’s been a tough year. This book might be exactly what you need.’
Photo credit: Chaz Hutton | @instachaaz | The Sticky Note Guide to Life
In Dalston a second execution features one of Chaz’s iconic illustrations ‘A map of every city’ and includes pens in a box in the right hand corner so passers-by can add more.
@instachaaz and A Sticky Note Guide to Life
Tim Sapsford, Managing Director of Meridian Outdoor shares his thoughts on what’s happening in the out-of-home (OOH) space.
At the moment all trends point to digital. The digitisation of OOH is accelerating at pace. New technologies are continually emerging. This year we were told that mobile is quickly outpacing spend at the IAB engage conference. Advertising change is happening, and it’s happening quickly.
Digital OOH (DOOH) is accounting for a greater and greater percentage of infrastructure, largely due to sustained media owner investment. Within planning, in the majority of cases DOOH is still used in conjunction with static outdoor formats to ensure the perfect mix of reach, relevancy and location flexibility. Each format performs different functions: while static formats broadcast a consistent message, providing large cover for a campaign, digital adds a premium or personalised dynamic element.
This year’s theme for dmexco mirrored OOH’s current relationship with digital perfectly, with – ‘digital is everything – not everything is digital.’ Despite digital being key to delivering engaging and targeted campaigns, the rapid progression of digital transformation alongside the new data and technological advancements will be the difference OOH delivers that increasingly connects our always-on consumer.
Alongside the digitisation of OOH, improvements in data, technology and creativity will mean the medium continues to grow and integrate with our increasingly media convergent world for the some of the following reasons.
Technology – A piece of the connected puzzle
As displayed and reported across SXSW and Mobile World Congress this year, the age of the Internet of Things is upon us. Although not at the stage of mass scale productisation, many UK consumers are increasingly adopting wearables, switching on their mobile connectivity and expecting to have their online and offline world seamlessly linked.
Due to this improved ‘digital connectivity,’ the DOOH screen is improving communications with connected objects like mobiles and beacons. These connected objects are not only triggers for digital advertising messages, but they also provide insight and audience behaviour data to improve messaging and targeting of future campaigns.
This in turn is increasing the understanding of consumer behaviours and allowing OOH across the board to offer significantly higher levels of unique targeting and therefore more effective advertising for clients.
Creativity – Dynamic and engaging
Relevancy in OOH is on the rise. Numerous studies have shown that the more relevant and contextual an advertising message is, the more it resonates with an audience. This is particularly true for OOH, where a consumer’s location, state-of-mind and purpose plays an immensely influential role.
Key findings from Theoretical VirtuoCity Research into the effectiveness of the ‘dynamic difference’ showed that using dynamic DOOH to deliver a more contextually relevant message increased: advertising awareness by 18%, recall of the specific creative message by 53% and creative/brand perceptions by 11%.
Dynamic enabling platforms like Liveposter have created the opportunity for creative teams to deliver more contextually relevant OOH content, planned in any location using real time data triggers. Increasingly all campaigns are beginning to use a dynamic element, and I believe dynamic creative will soon become expected by consumers on DOOH screens.
Data – Programmatic, the new kid on the block
The rise of smart scheduling in OOH has seen a range of more targeted campaigns appearing in recent years. Although some programmatic elements such as automated decision making and ad serving are now possible in OOH, the industry still has steps to take until OOH is fully programmatic. For DOOH to become fully programmatic, the transactional element – where delivery, purchase and transaction are linked – will need to be achieved. In order to do this media owner systems will first need to become standardised and become integrated with their booking and finance systems.
On Friday 10 and Saturday 11th June, NARS Cosmetics will be celebrating the opening of their new standalone store in Covent Garden. It wouldn’t be a celebration without a distribution of their number 1 Blush in the US, Orgasm Blush.
Using models dressed up like the woman featured on the Blush packaging, NARS will be distributing card samples of the limited edition range of their ‘hero’ product. There are a total of 20,000 samples to distribute across the 2 days with a further 2,000 vouchers to give out and with those engaged in the activities organized by the models at the store.
Created by Monsieur Nars himself in the late 90’s, the Orgasm Blush quickly became a sensational product, winning countless awards and becoming the #1 best-selling blush in the United States.
With its peachy-pink and universal flattering shade, Orgasm Blush is suitable for all skin tones. Just enough to make you blush! And as we can never have enough of a good product, the original blush offered in stores is being customized to a limited-edition oversized compact, available to all buyers.
To make the experience memorable, all NARS enthusiasts are encouraged to Twitter and Instagram a picture throughout the day while using the hashtag #whatmakesyoublush on the Orgasm paddles distributed during the event.
The project was organised by MKTG UK, Dentsu Aegis Network’s experiential global brand.
The Real World is Posterscope’s monthly Out-of-Home market update, containing latest industry news, key facts and figures and some cool OOH campaigns. The presentation can be accessed here
“Don’t let homeless people freeze to death”
Posterscope Netherlands starts 2016 with a very special campaign. Working in collaboration with Media partners JCDecaux, Exterion and Clear Channel, the campaign aims to raise money for Sheltersuit, a new charity that is related to Out of Home.
Sheltersuit produces jackets and sleeping bags for homeless people. It’s a new Dutch initiative that protects homeless people from low temperatures, wind and rain by giving them a warm suit to survive the outdoors.
The national outdoor campaign runs from 20th-27th January and asks people to donate money with their mobile phones.
The campaign is a non-profitable collaboration between JCDecaux, Clear Channel and Exterion Media initiated by Posterscope Netherlands. To support this charity the Out of Home media owners worked with Posterscope by donating 3.500 six sheets free of charge. The media value equated to €350.000. Posterscope developed this initiative and campaign to position the Out of Home sector in a positive daylight while delivering a valuable social contribution. The visual is optimized by Validators. The impact of the campaign is being monitored by MeMo2.
“Don’t let homeless people freeze to death”
The creative for the Sheltersuit campaign – with real homeless people as models – has been created by isobar. In the poster visual you can see the harsh circumstances homeless people have to deal with during the winter period. It’s a shocking visual that reflects the cry for help of homeless people during winter. People are asked to donate €3 which will go entirely to Sheltersuit to create and distribute this special jacket.
Outdoor advertising is evolving faster than ever before. Never before has new technology been driving such massive change, not only in how we display ads, but also in how we plan OOH campaigns.
Posterscope’s predictions for what 2016 holds in store for out-of-home industry looks at ‘driving direct payment’, ‘a beacon of consumer engagment’, ‘real time service’, ‘advertising for the good of society’, ‘the connected content consumer’, ‘ad blocking’, ‘the role of Artificial Intelligence’, ‘the experience economy’ ‘personalisation at scale’and ‘click and collect’.
To read the report click here
The Real World is Posterscope’s monthly Out-of-Home market update, containing latest industry news, key facts and figures and some really cool OOH campaigns. The presentation can be accessed here