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LinkUK has arrived

LinkUK from BT, supported by digital advertising, will roll out across the capital next year

Londoners will benefit from the fastest free public Wi-Fi available, free phone calls and a range of other free digital services from next year, thanks to a new partnership between BT, Intersection, the urban innovation company behind LinkNYC, and Primesight, a leading UK outdoor advertising company.
A new service, called LinkUK from BT, will see sleek, ultramodern kiosks called Links rolled out to major high streets across the capital. Hundreds of users within range of a Link will be able to access free ultrafast Wi-Fi on the move, with speeds of up to 1Gbps – the fastest free public Wi-Fi service available. Other free premium services available from the Links will include UK landline and mobile phone calls, mobile device charging and access to maps, directions and local services. These services will come at no cost to users or taxpayers as they will be funded by revenues from advertising on the Links’ digital displays.
Rajesh Agrawal, London’s Deputy Mayor for Business, said: “I welcome this exciting new addition to London’s streets. Expanding London’s digital infrastructure is a priority for the Mayor, and LinkUK can play a big part in improving connectivity for Londoners and visitors to our city, while reducing street clutter by upgrading and reducing the number of phone boxes. I look forward to working with BT, Intersection and Primesight to see how we can roll LinkUK across the capital, and to explore its future potential.
“London is already widely regarded as one of the technological capitals of the world but the Mayor is determined to improve connectivity across the city to ensure we maintain that position.”
The rollout also marks the next evolution of BT’s public payphone service as hundreds of BT’s existing phone boxes across the capital will be replaced by the new Links. As well as providing a far greater range of services to the public for free, the Links will bring digital innovation to the streets of London, while helping to reduce the amount of clutter on the street. This is because they take up less space on the pavement and will be installed in smaller numbers than the existing payphones they replace.
Gerry McQuade, CEO, BT Wholesale and Ventures, said: “We’re evolving the phone box to make it relevant in the 21st century by offering people ultrafast Wi-Fi and a range of digital and information services entirely for free. London is one of the greatest cities in the world and it’s entirely fitting that it becomes the first UK city to benefit from the Links. But we will be rolling out many more Links to the other great cities across the UK over the coming months as we look to transform the look and functionality of our public payphones.”
The new Links will also feature sensors, which can capture real-time data relating to the local environment, including for example, air and noise pollution, outdoor temperature and traffic conditions. This could potentially introduce an exciting new range of smart services to local councils and communities based on the Internet of Things.
Up to 100 Links are expected to be installed in the London Borough of Camden – with the first ones due to appear in 2017. At least 750 Links will be installed across central London and in major cities across the UK over the next few years. London is second only to New York in welcoming Links to its streets, which were first installed in January this year as part of LinkNYC.
Councillor Theo Blackwell, Camden Cabinet member for Finance, Technology & Growth, said: “Camden council wants to improve digital connectivity and be at the forefront of change.
“The plans for Link kiosks submitted by LinkUK from BT represent a really exciting step forward. They are proven and popular on the streets of New York City. If approved, will mean that Camden is the first council in the UK to host these innovative services. It will be a further step as Camden council seeks to improve digital access and better serve residents, businesses and visitors alike.”
Dan Doctoroff, Chairman & CEO at Intersection, said: “As a global hub for media and technology, London is the ideal city for Intersection to invest in the expansion of connectivity, digital innovation and our business. LinkUK from BT will bring tremendous benefits to Londoners, visitors, local businesses, and international brands and we look forward to working with our partners, BT and Primesight, to transform this great city’s streetscape.”
As part of the agreement with BT, Primesight will also sell advertising on nearly 17,500 BT payphone kiosks across the UK.
Naren Patel, CEO of Primesight, said: “Link UK from BT represents an incredible opportunity for advertisers to access a unique and world leading digital Out of Home platform across the UK as we work with BT revolutionising their payphones to meet the demands and opportunities of the 21st century. Our partners at Intersection have designed an incredible product that will offer free UK calls, the fastest public Wi-Fi, a mobile charging station as well as tablet which will provide a host of useful information. The Link unit will help transform the streets and lives of the people in the UK.”
Each Link will give users free services including up to 1Gbps Wi-Fi, two USB charging ports, a touchscreen tablet for accessing maps, directions and local services and free UK landline and mobile phone calls.
Links will also have two 55″ (139.7cm) high-definition digital displays, able to display public service announcements, as well as neighbourhood advertising for global and local businesses enabling them to reach customers at the right place and right time.
BT and the LinkUK partners will work with councils and local communities to determine the best location for each Link.
For more information about LinkUK visit: www.linkuk.uk

Primesight expands its portfolio with acquisition of Airport Media Ltd

Primesight Ltd has acquired Airport Media Ltd.
The acquisition adds London Gatwick and London Luton airports to Primesight’s existing contracts which cover Manchester, Stansted, East Midlands, Bournemouth, Prestwick and Guernsey airports.
Primesight will now be in a unique position to deliver advertising impressions to over 100 million passenger journeys per annum, covering four of the top five airports in the UK, 50% of all airport footfall across London and 40% of all UK.
Sarah Parkes, previously Managing Director of Airport Media, will become Managing Director of Primesight’s Airport team.
Matt Teeman, Managing Director of Primesight Ltd, said: “This exciting acquisition is a significant addition to our business and is pivotal to our overall growth strategy. Sarah brings a wealth of experience to drive continued growth in this sector for us and we are delighted to welcome her and the Airport Media Team to Primesight.
“This year Primesight has been focused on building on the opportunity we identified to become the UK’s number one airport media owner following our appointment by MAG in May 2016.
“We are delighted to be able to incorporate these two key airports within our portfolio, improving our market leading ownership of this environment. Airports provide highly attractive audiences with long dwell times and we believe that the combination of these audiences with screens, mobile and beacons will really drive this sector.”
Sarah Parkes, Managing Director of Primesight’s Airport team, said: “It is great to be joining Matt and the team at Primesight. Our joint proposition will create a commanding position in the airport environment from which we can deliver scale, innovation and powerful advertising campaigns that not only make an impression on these valuable audiences but also enhance the airports dynamic and premium environment.”

Primesight launches The Ultimate Canvas winner

Primesight has partnered with breast cancer charity Future Dreams and creative platform Talenthouse, to place the winning design of the first round of The Ultimate Canvas in a nationwide campaign in the lead up to Breast Cancer Awareness month.
The idea behind this CSR project is to leverage the huge wealth of talent available via creative platforms to benefit charities with limited resources, with the aim of making a significant difference to the public’s awareness of chosen good causes.
The first round of the campaign, which focused on survivorship and life after cancer, had over 400 entries and the winning creative, ‘Cancer Erasers’, created by adam&eveDDB’s Dan Kelly, will go live on 50 sites across Primesight’s Network, reaching over 6 million people in 16 cities including London, Birmingham and Edinburgh.
“With outdoor advertising we can reach 98% of the UK population every week and one of Primesight’s aims is harnessing that power to raise awareness for good causes,” said Naren Patel, CEO of Primesight.
“Dan’s ‘Cancer Erasers’ is a great example of a strong idea executed with visual simplicity and impact. We look forward to raising the profile of Future Dreams as the campaign runs out nationally across Network in the coming weeks.”
Future Dreams’ Spencer Leslie commented: “As a trustee of Future Dreams, our role is to continue the legacy created by our founders Sylvie Henry and Danielle Leslie. Coming from artistic backgrounds they would be thrilled and delighted by this competition and the quality of the ideas that have come forward. They wanted so much to make a difference and this competition has. We are extremely grateful to everyone who has participated and thrilled with the end result.”
Maya Bogle, Co-Founder of Talenthouse, added: “Talenthouse was thrilled to partner with Primesight to inspire our global creative community to get behind this project with beautiful work that will carry Future Dreams’ worthwhile message into the OOH medium.”
The posters featuring the creative are situated in high traffic locations, with the aim of reaching millions nationwide and making a difference to the lives of women and their families living with breast cancer. With nearly 55,000 people a year diagnosed with breast cancer in the UK, the equivalent of one person every ten minutes, the campaign hopes to raise awareness of a national issue through collaboration with the creative industry.
The second burst of The Ultimate Canvas will be displayed across the UK later this year.

Primesight and Talenthouse Announce Ultimate Canvas Winner

As part of its “The Ultimate Canvas” campaign, Primesight has partnered with breast cancer charity Future Dreams and creative platform Talenthouse to create an out-of-home (OOH) campaign about survivorship and focusing on life after cancer.
With over 400 entries submitted, Dan Kelly from adam&eveDDB’s “Cancer Erasers” came out on top and his creative will appear on £250,000 worth of outdoor advertising space throughout the UK later this year.
Future Dreams’ Spencer Leslie said of the design: “As a trustee of Future Dreams our role is to continue the legacy created by our founders Sylvie Henry and Danielle Leslie. Coming from artistic backgrounds they would be thrilled and delighted by this competition and the quality of the ideas that have come forward. They wanted so much to make a difference and this competition has. We are extremely grateful to everyone who has participated and thrilled with the end result.”
Discussing their concept, adam&eveDDB said: “This entry is a visual representation of the charity’s ethos and work. Sylvie Henry believed that cancer diagnosis doesn’t erase who you are. Future Dreams has been fighting to erase breast cancer from women’s lives since 2008 with one-to-one emotional and physical support.”
One of the judges on the panel, Julia Leckey, Founder and Creative Director at Honest, commented: “I’ve had Stage 3 cancer which put me on a new path with a clear life purpose. This entry had resonance with me and working in the creative industry I’m a great believer in a strong message with a clear purpose. This entry answered that brief.”#
Fellow judge Naren Patel, CEO at Primesight, added: “I’m delighted to be able to use the power of our billboards in spreading the inspiring and positive message at the heart of Future Dreams. Partnering with Talenthouse and Campaign has allowed all of us to put the huge impact of outdoor advertising to a good cause. ‘Cancer Erasers’ is a simple but clever idea that I know will make an impression on the streets of the UK.”
To donate to Future Dreams and help them continue to support, research and raise awareness of breast cancer please visit www.futuredreams.org.uk
Via: Outsmart 

Primesight Hires Teeman as MD

Teeman will replace Chris Forrester, who left Primesight to join Spotify as UK country manager.
Primesight said Teeman’s appointment would continue to help the company develop its product portfolio as one of the UK’s largest OOH suppliers, including its digital network.
Having left Bloomberg last November after 15 months, Teeman was previously commercial director at DMG Media and has also worked at Metro, Immediate Media and BBC Worldwide.
At Bloomberg he was in charge of the financial news giant’s European media assets and was hired by then EMEA MD Adam Freeman to oversee ad sales and expand “innovative revenue models”. Freeman left shortly after Teeman’s departure.
Joining in September, Teeman will report to Primesight’s chief executive, Naren Patel, who said: “I was looking for someone who could continue to drive our culture forward and give us the best chance of staying ahead of our competitors.
“Matt has the right balance of commercial and people skills and will be instrumental in helping us to continue to build the Primesight brand and make an impression amongst our clients and media and specialist partners.”
Source: Campaign

Primesight Unveils its Largest Ever Digital Roadside Screens

Coca-Cola, Vodafone and Sky are among some of the first brands to advertise on Primesight’s first digital 96-sheet roadside panels.
The 10 new screens – the largest out-of-home format – will join 52 existing D48-sheets and form part of Primesight’s wider strategy to reach 100 digital roadside sites by the end of the year.
The latest additions are expected to give an ‘audience impact’ of almost 9.5 million, with Mondelez, BMW, Eurostar and British Airways also on board at launch.
“We’re thrilled to be building on last year’s success in rolling out Network with this new D96 panel, the largest and most ambitious format of its kind,” said CEO Naren Patel.
“Primesight is focused on offering a broader array of DOOH solutions to help drive the market forward and offer even bigger, more creative and dynamic solutions for clients.”
Vanessa Eagle, business director at Posterscope, said: “In this dynamic and evolving media market, the continuous development of new digital products makes OOH an exciting area for advertisers to invest.
“Our clients demand more flexibility, more contextual advertising and more opportunity to innovate and cut through. Large Format Digital OOH sites such as the Primesight Digital 96s deliver on these demands and we are delighted to work with Primesight for the launch of their new national packs.”
The news comes as Primesight takes control of Manchester Airports Group’s ad contract for the next five years, which covers four UK airports at Manchester, London Stansted, East Midlands and Bournemouth.
Via: MediaTel

Five Trends for OOH In 2016 According to Naren Patel, CEO, Primesight

Out-of-home (OOH) adspend in the UK broke the £1 billion barrier in 2014, and is predicted to grow by 4.8% in 2016, according to forecasts from the Advertising Association and Warc. But what are the trends that will help the industry achieve – and hopefully better – such predicted growth?
1) Audience selling: moving from panel to people
Route, a research firm which produces audience estimates for OOH advertising, is now an intrinsic part of any outdoor campaign planning process. But in 2016, the industry will actively move towards Route becoming the base point for the entire trading process. This is being driven by two streams of influence.
Firstly, the rise of the internet and programmatic trading has highlighted the core function of ad investment to buy audience exposure, rather than investing to own a piece of real estate. Whether the platform is a classic poster or a digital display, it is necessary to quantify the audience reached and allow advertisers to integrate this data with their increasingly sophisticated econometric investment models.
Secondly, as automated trading systems are developed by buyers and sellers to improve operational efficiency, they will need to incorporate a base audience impact measurement which is recognised by both buyers and sellers as part of the OOH format and location valuation. Route provides this underlying base data for nearly all the frames in the UK and has been a successful joint investment by buyers and sellers across the industry.
2) Layering: better blending of digital and classic OOH
Digital out-of-home (DOOH) will continue to develop at pace throughout 2016, with research from BrandScience suggesting an optimum 45% of the OOH budget should be allocated to DOOH. The same research, however, also concluded that digital should only account for 20% to 25% of frames, which presents a problem as digital costs significantly more than classic OOH.
Advertisers will begin to use DOOH more effectively alongside classic OOH, making use of the unrivalled reach of traditional poster sites with the ability to buy digital posters in day parts that are best suited to deliver the required audiences, making DOOH more effective in the process.
Digital amplification of the power of classic OOH requires a fundamental link between the creative process and the delivery platform in order to create the right ad at the right time. This year will see creatives think more broadly about what “out-of-home” means to their specific advert in terms of the what, why, where, when and how.
More frequently, the medium itself will contribute to the message – and creatives need to design with this in mind for both digital and classic OOH.
3) Automation
Global spend for programmatic digital display advertising is estimated to reach $53 billion by 2018, according to Magna Global. And OOH will play a meaningful part in that growth.
As hinted at by this shift, we are about to enter the third era of transaction. The first involved carbon copy and Royal Mail; the second, in the early-1990s, brought Excel and email. The third is all about demand-side platforms (DSPs), supply-side platform (SSPs) and application programming interfaces (APIs).
This requires improved data structures and encoded transaction rules, both of which the OOH industry is actively engaged in developing, having launched SPACE as the core inventory database in autumn 2015. The unique data-management application – which stores, categorises and standardises every piece of OOH inventory within the UK market – means the transfer of data will be improved, and makes automation and programmatic ripe for growth in 2016.
There are three important developments for transaction technology in OOH:
1. “Pull-to-trade” links the inventory management systems of media owners to their major trading partners and enables partners to pull details of suitable inventory by format and location, as well as providing a real-time assessment of classic poster inventory availability.
2. “Click-to-buy” enables the open purchase of a billboard through online search, transaction and artwork provision. Several software companies have developed interfaces to make this work. The system effectively operates as a selfservice shop enabling easy access to new customers, as well as improved efficiency. It is already in use in some markets around the world.
3. “Download-to-digital” is seeing companies develop plug-ins that connect online digital trading desks to the outdoor digital inventory.
4) Media owner cross-fertilisation will begin
Areas of interest among media owners will become less siloed. Companies in the OOH industry will branch out further from their original areas of expertise and develop links with mobile, tech and data companies. Expect to see OOH strengthen relationships with mobile and hyper-local online ad sales. If OOH is being used to target audiences based on proximity, it would make sense to serve online and/or mobile impressions to the same audience.
Digital OOH also makes it possible to sync advertising across multiple channels. Lucozade’s “Find Your Flow” campaign is a good example of this cross-fertilisation, as it effectively synced radio spots with digital billboards.
Media owners will look to offer more than just advertising space and will adapt to the changing, connected urban environment. We expect to see more beacons and WiFi networks deployed in 2016, and live data feeds will be used more frequently to drive the creative content on Digital OOH.
5) OOH will be seen as the next growth medium
The presence and reach of OOH continues to grow as the population – and the amount of time people spend out-of-home – increases, while the substantial financial investment in product is accelerating, too. OOH’s ability to act as a primer for more interactive channels is being better understood. This traditional medium has never been more current.
Research from BrandScience confirms this, finding that increased investment in OOH as part of the communications mix drives ROI for advertisers. More specifically, the report recommends that, for sales effect alone, grocery retailers should use OOH as the lead medium for spends of under £25 million a year.
The article was first published on 11th January by Warc, a source of ideas and evidence for marketing professionals.

Primesight Selects BroadSign for Delivery of Dynamic Content and Accountability

Primesight is converting its portfolio of digital displays to the BroadSign International, LLC software platform as part of its on-going drive to offer clients a seamless DOOH experience with increased accountability.
The integration with BroadSign’s cloud-based platform will give advertising clients access to the richest industry-leading reporting. Primesight has already converted its full large format digital estate to BroadSign and will soon complete the transition with its small format screens located in cinemas and subway.
Primesight selected BroadSign due to its flexible and comprehensive offering with regards to the delivery of dynamic content and proof of digital performance.
“BroadSign has provided an effective solution to our key requirements for digital transmission and display, which include an integration with our inventory management system, full flexibility for scheduling and accountable play out reporting,” said Paul Daniels, Operations Director at Primesight.
Primesight’s purely ad-based network is composed of traditional and digital out-of-home formats, with the latter enabling advertisers to buy a percentage of time in any clock hour dependant on their needs.
“In addition to being one of the most prestigious OOH networks in the United Kingdom, Primesight is a business driven by responsiveness, accountability and incredible performance,” said Skip Beloff, Vice President of Sales at BroadSign.
“These values coincide with BroadSign’s own and we look forward to a strong partnership in this highly innovative region.”
 

Jo Brand’s Hell of a Walk Supported by @Primesight

Primesight is supporting comedienne Jo Brand as she undertakes her BT Sport Relief Challenges: Jo Brand’s Hell of a Walk, by sharing live tweets via its digital Network of roadside billboards as she progresses on her journey.
The cross-country hike, taking place from January 22-28, will see Jo Brandwalk the breadth of the UK in a bid to raise awareness for mental health issues. Money raised will be used to help transform the lives of some of the most disadvantaged people in the UK and overseas.
Primesight is donating media space within its national portfolio of digital roadside 48-sheet billboards, Network, to follow Brand as she makes the 150-mile trip – Primesight’s billboards in Leeds, Sheffield, Manchester and Liverpool will rally support by pulling and displaying the tweets, while increasing visibility for Brand.
Andrew Goldsmith, Sales Director at Primesight, told us “We’re thrilled to support Jo Brand’s challenge. Our growing Network is proving to be a major asset for our clients and it’s definitely even more rewarding when it can help to connect people for a great cause.”
Rosie Baker, Senior Marketing Executive at Comic Relief, said: “We’re delighted to be working with Primesight and LivePoster to help amplify Jo Brand’s incredible challenge for Sport Relief 2016, as she walks from the Humber Bridge to Liverpool. A big part of our strategy is to engage local audiences and the flexibility of Primesight’s digital network has really allowed us to do this, hand-picking the sites that are closest to Jo’s walking route.
“Not only that, but the ability to update the creative on these panels in real time to showcase tweets of support from the public will enable us to bring the Jo Brand challenge to life.”
Last year Primesight’s Network of digital roadside 48-sheets reached 50 billboards across the UK, making it the UK’s broadest-reaching DOOH network for the best value of its kind.
Via: Daily DOOH

Primesight is Launching a Festive Competition…

The nationwide competition will use Primesight’s digital roadside in five of the UK’s biggest cities and invite the industry to spot Santa

Primesight is launching a festive competition to celebrate the expansion of it’s network of digital roadside 48-sheets, which reaches 50 this week.
The nationwide competition will use Primesight’s digital roadside 48-sheets in five of the UK’s biggest cities and invite the industry to spot Santa as he progresses on his annual rounds.
Every day from December 7-11, each of the five sites in Edinburgh, Manchester, Liverpool, Birmingham and London will display a cryptic clue hinting at the whereabouts of Santa. Primesight will share the clues with its network of clients, allowing them to guess the location and enter a daily prize draw.
Naren Patel, CEO of Primesight, said: “Our Christmas campaign marks a milestone and highlights the national reach of our digital screens, while offering our clients a fun, interactive way to celebrate the festive season.
“2015 has been an important year for Primesight and has seen real growth in our digital portfolio. Our ambition is to reach 100 digital 48-sheets in 2016, offering exceptional coverage across the UK while providing high-quality advertising solutions and creative opportunities for clients.”
Primesight’s ambition is to help drive the market forward, offering a broader array of digital OOH solutions, flexibility and dynamism, while offsetting the concentration of digital billboards in London and allowing advertisers to maximise audience reach and improve targeting across the UK.
Via: Outsmart