Posts

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…
[vimeo width=”300px” height=”200px”]123972937[/vimeo]
 

Capital launches live London OOH music feed

Capital is streaming tracks played on the breakfast, mid-morning and drivetime shows on digital Outdoor Plus billboards, to persuade commuters and workers to switch over to the station.
The ads give real-time updates on every song played by the radio station to 14 Outdoor Plus sites throughout the capital, including the Euston Road Underpass and Vauxhall Cross.

Live feeds will track songs played during the Capital Breakfast Show with Dave Berry and Lisa Snowdon, mid-mornings with Pandora and Drivetime with Greg Burns.

These are the busiest times on London’s roads, with the highest dwell times.

Max Buckland, the head of marketing for Capital, said: “Capital’s traffic and travel data supports our view that Outdoor Plus has the best coverage across the busiest traffic hotspots in London.

“Capital plays the biggest and best hits, 24 hours a day, seven days a week, and with this campaign we can ensure commuters don’t miss out on their favourite music.”

The song information is relayed from Capital to the Outdoor Plus screens via CrowdScreen.

Jonathan Lewis, the managing director of Outdoor Plus, said: “Our digital offering is the most advanced in the market.

“This innovative campaign from Capital is a showcase for how brands can use digital out of home in a clever way to create truly engaging advertising.”

Via: BrandRepublic

A new banner opportunity from Outdoor Plus

Outdoor Plus launches its 85m² head-on banner at 648 King’s Road on 1st February.
Located head-on to traffic entering London’s exclusive King’s Road, this banner is in a “global ultra-prime residential area”, delivering both ABC1 business traffic heading into central London & the highly affluent Kensington & Chelsea set. The renowned King’s Road stretches 2 miles through Chelsea & Fulham & offers a host of desirable boutiques, high street stores & eateries. Key attractions include the Duke of York Square, Sloane Square & the Saatchi Gallery and further down the road, Chelsea FC at Stamford Bridge.

 

Rise of the Digital Billboards Changing the Face of London

Digital technology has given new life to the outdoor advertising poster.
Think of the new, giant illuminated structure on Old Street roundabout, which has been plastered with YouTube ads for Vice News, or the tower by the Westway flyover at White City, where Apple has a near-permanent residency to promote the iPhone.
Then there are the electronic billboards above the Euston underpass, which featured a promotion for Coldplay’s latest album that was so popular that photos of the poster were retweeted 1400 times on Twitter.
Fans of urban singer Sam Smith, also loved the illuminated billboard for his debut album at Vauxhall Cross. He got 10,000 likes on Instagram when he posted a photo of him standing in front of the ad.
What these campaigns have in common is the posters have been appearing on digital screens that did not exist until four or five years ago.
The Westfield shopping centres and Heathrow Terminal 5 are new sites. Other places have been transformed with dramatic architecture such as Old Street roundabout, or had no ads previously such as Euston underpass, or have been digitised like the Tube escalator panels.
“It is changing the face of London,” declares Jon Lewis, managing director of billboard owner Outdoor Plus, who describes digital as the most dramatic change in 150 years of outdoor ads.
The biggest poster sites at the busiest prime locations matter most to top advertisers such as Google, Apple and Sky.
Call it the rise of super-premium digital outdoor, because an ad at one of these sites is an attention-grabbing expression of self-confidence — on a par with running a TV commercial on X Factor or taking a double-page spread in a newspaper.
“It creates stature and fame,” says Lewis, who notes outdoor “tends to be the medium of choice for most other media”. Sky is Britain’s biggest outdoor advertiser.
High-definition screens make ads look better. Digital imagery and video can be updated frequently — within minutes, in theory — and it is possible to target ads by time of day. The technology also opens the way for ad space to be traded in real time — a far cry from the established custom of booking billboard space for a fortnight.
“Twenty years ago, if Martians landed on Earth, the first thing they’d do is take over the TV channels,” claims Lewis. “In five years from now, I believe they would take over digital outdoor first. There will be no better way to reach the biggest number of people at the quickest time.”
Lewis says it costs £300,000 to £1 million to build each site, depending on scale. His firm has invested more than £10 million on 14 screens in the capital since 2011 and expects to have 20 by next year. He reckons digital investment across UK outdoor by the major players, which include Clear Channel, JC Decaux, Exterion and Ocean, is close to £200 million over the period.
Outdoor would be in decline without digital. UK revenues hit almost £1 billion last year, finally returning to the pre-recession peak of 2007.
While digital has trebled in four years to nearly £300 million, the rest of the market has shrunk as billboard owners have cut underperforming sites.
London’s most celebrated outdoor advertising site remains Piccadilly Circus, where many panels are still brand logos. But British Airways recently took over a newer video screen for a clever campaign combining live flight data from Heathrow and price information from BA’s ticketing system.
The multi-award-winning ad by agency OgilvyOne showed a boy looking up and pointing each time a BA plane flew over Piccadilly Circus, with the destination and live ticket price flashing up on-screen.
Marc Mendoza, vice-chairman of outdoor specialist Posterscope, says the BA ad should inspire others who are stuck in the mentality of buying “by the fortnight” instead of thinking of real time.
“Clients can get a lot more out of the medium,” says Mendoza, who warns consumers’ expectations have changed. “It’s a medium you should change every hour or at least every day. The role of outdoor will be changeable and bought in real time.”
Via: Evening Standard

Outdoor Plus Expands Portfolio as Part of Additional £10m Investment

Outdoor Plus has launched two new sites, adding to its portfolio and has announced a £10m investment package for 2014.
The two latest London sites on the A41 Hendon Way and at Purley Way Fiveways will be unveiled today.
The Hendon Way site is next to an arterial junction, which connects London’s commuter belt with the A41 and the Brent Cross shopping centre slip road, while the digital Purley Way Fiveways sight is on the route from Gatwick to London, and is close to the Valley Park retail hub.
Jonathan Lewis, managing director at Outdoor Plus, said: “We’re continuing to add to our network, giving brands access to the best sites in and around London, allowing them to tap into upmarket commuters, as well as people working in the heart of London.”
In April, Outdoor Plus also introduced a digital site in East London, on the A12 Cross Route.
Via: Media Week

Leading Artists Antony Gormley and Grayson Perry Launch Art Everywhere- The UK’s Largest Outdoor Exhibition

HOCKNEY, BLAKE, CONSTABLE, GILBERT & GEORGE AND MOORE AMONG MOST POPULAR WORKS CHOSEN BY THE PUBLIC
Exclusive digital artwork by Antony Gormley available for free download
Leading artists Grayson Perry and Antony Gormley announced the works which have been chosen by the British public for the UK’s biggest art exhibition, Art Everywhere, which will take place on over 30,000 billboards and outdoor sites across the country from 21 July – 31 August 2014.
The artists unveiled the shortlist on the largest indoor advertising screen in the UK – Motion@Waterloo at London’s Waterloo Station. The list includes one of Grayson Perry’s recent works, The Annunciation of the Virgin Deal.
The shortlisted works in order of popularity are as below:
David Hockney, My Parents, 1977
Dora Carrington, Farm at Watendlath, 1921
Dame Laura Knight, Ruby Loftus screwing a Breech-ring, 1943
Grayson Perry, The Annunciation of the Virgin Deal, 2012
Stanhope Alexander Forbes, A Fish Sale on a Cornish Beach, 1885
Michael Andrews, Melanie and Me Swimming, 1978-9
George Frederic Watts, Ellen Terry (‘Choosing’), 1864
Augustus Leopold Egg, The Travelling Companions, 1862
Patrick Caulfield, Pottery, 1969
John Hoyland, Memory Mirror, 1981
Rose Wylie, Early Memory Series No.2: Doodle Bug, 1998
Eileen Agar, Slow Movement, 1970
Julia Margaret Cameron, lago (Study from an Italian), 1867
Gilbert & George, Existers, 1984
John Constable, Study of Cirrus Clouds, c.1822
Edward Collier, Trompe l’oeil with Writing Materials, c.1702
Philippe Jacques de Loutherbourg, Coalbrookdale by Night, 1801
Ivon Hitchens, A River Pool, 1951
Henry Moore, King and Queen, 1952-3, cast 1957
Hans Holbein the Younger, A Lady with a Squirrel and a Starling (Anne Lovell?), 1526-8
William Blake, The Circle of the Lustful, 1824-7
Gillian Wearing, Signs that say what you want them to say and not Signs that say what someone else wants you to say I’M DESPERATE, 1992-1993
Marcus Gheeraerts the Younger, Queen Elizabeth I (‘The Ditchley portrait’), c.1592
Ben Nicholson, 1940-42 (two forms), 1940-42
Marc Quinn, Self, 2006
Over 38,000 votes were received via Facebook (facebook.com/arteverywhereuk) in the process to select the nation’s favourite works which will be shown on bus shelters, underground stations, roadside billboards, motorway services, national rail networks, shopping centres and airports across the UK. 90% of the population will have an opportunity to see a work of art at an outdoor site during the summer. The art will also be shown in a national Art Everywhere on-screen exhibition shown in over 1,000 Vue cinema screens in the UK in August.
As part of today’s launch, Antony Gormley also unveiled a specially-commissioned digital artwork for Art Everywhere which will be available for the public to download for free. The work entitled Feeling Material will be shown on digital poster sites across the UK, including London’s Waterloo Station and Coventry House, Piccadilly Circus, and in Manchester’s Trafford Centre, as well as on motion screens in the back of over 2,000 black cabs. Antony Gormley has also donated 100 signed limited edition works to be gifted to the first 100 supporters contributing £950 or more to Art Everywhere. Funds raised will support the costs of print and production for Art Everywhere to be bigger and better, ensuring works of art reach more poster sites. Both the digital and limited edition works will be available from 16th July until 31 August from arteverywhere.org.uk
Antony Gormley said of his involvement in Art Everywhere: “Works in public collections form an important part of our collective visual memory, marking a particular place, time and person. It is great that these works are being celebrated and shared in this way.”
Building on the success of the 2013 exhibition, Art Everywhere 2014 will be longer in duration, having been extended across a six week period.
Art Everywhere is a collaborative project presented by the Out-of-Home industry led by Clear Channel, Exterion Media and JCDecaux, including Ocean Outdoor, Storm and Outdoor Plus. Founding partners are Richard Reed (co-founder of Innocent Drinks), the Art Fund, Tate, creative agency 101, Posterscope, Vizeum, Easyart and Facebook. Out-of-Home media owners have once again donated the sites to enable the nation’s favourite British art to be seen right across the UK.
Stephen Deuchar, director of the Art Fund said: “Art Everywhere is a celebration of great British art, with thousands of Brits voting for their favourites to be displayed on poster sites across the country over the coming weeks. The new work by celebrated artist Antony Gormley, made especially for this project, will be a wonderful legacy – and a way of thanking the art loving public, who made the whole initiative possible.”

Outdoor Plus Screens to Show Geoff Shreeves World Cup Tweets

Outdoor Plus has partnered with the Sky Sports reporter Geoff Shreeves to screen his live Twitter predictions for the World Cup across six of its digital sites in London.

Shreeves’ match predictions will also appear in Outdoor Plus’ network of digital screens at 16 shopping malls across the UK, including Bluewater.
From today Outdoor Plus will screen Shreeves’ tweets across its outdoor sites in London, including at the Euston Road underpass, at Vauxhall Cross interchange and City of London Gateway in Aldgate, during the morning and evening rush hours.
Shreeves, a touchline reporter for Sky News, will tweet tips throughout the World Cup tournament to the 274,000 followers of his @Geoffshreeves Twitter handle.
Outdoor Plus hopes the partnership will highlight the way brands can use social media on its digital screens to drive consumer engagement, which it said was vital because 80 per cent of Twitter users tweet while they are out of their homes.
Fifa estimates that around 3.2 billion people will watch at least some part of the World Cup and that the final will have approximately 1.3 billion viewers.
Via: Media Week

Outdoor Plus Comments on the Future of DOOH

Suzanne Hodgins, Head of Marketing at Outdoor Plus, writes about the future of DOOH.
Marketers have access to considerable consumer data and real-time insights and 2014 will see the trend for personalised and real-time communication continue apace. Understanding the changing needs, attitudes and behaviours of the consumer and applying this data will maximise the opportunities for tailored communications.
From an Out of Home (OOH) perspective we will see a greater number of clients take advantage of the Digital OOH (DOOH) landscape and challenge media owners to deliver truly bespoke solutions. Marketers should embrace the flexibility and dynamism of the medium and its natural partnership with social media and mobile to have real-time conversations with the consumer.
We expect the continued integration of mobile technology into OOH and the introduction of new platforms. There needs to be seamless interactivity across DOOH, social media and mobile and marketers will seek out opportunities to strengthen their brand’s relationship with consumers on the move, improving brand experiences. Marketers will be able to build on tried and tested opportunities, for example Posterscope’s NFC trials which highlighted consumer interactions tend to peak during the first week.
The integration of iBeacon will also be interesting, especially from an OOH perspective where there is natural affinity in terms of location, environment & audience delivery. Beacons not only transmit offers, coupons and recommendations but they can accept payment too. So rather than using mobile and OOH to start a brand conversation, advertisers will be able to measure key metrics including brand loyalty, sales and profitability.
For 2014, using DOOH needs to be coupled with consumer desire for personalisation. Whilst most marketers are fully aware of the benefits of DOOH they have yet to fully embrace the possibilities to create more timely, consumer centric and cohesive campaigns.
Via: Digital Marketing Magazine