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Engagement uplift for Stena Line by adding a programmatic mobile campaign to Out of Home

In cooperation with Isobar and Amnet Posterscope Netherlands created an Out of Home awareness campaign combined with an online mobile 360° ad for ferry company Stena Line. Combining Out of Home with a location-driven mobile campaign and a mobile audience creates an uplift with more impact and engagement. By using a programmatic strategy, the best of both mediatypes is optimally utilized to reach the target group on the biggest and the smallest advertising screen at the same time.
From Goal to Strategy
With their core business on the holiday market, visibility just before the high season with a focus on branding and awareness were the main campaign goals. To translate this into a strategy Stena Line wanted to be visible from the end of May until July because during this period most potential clients get inspired and book their holidays. Until the end of July, the campaign will be exposed on digital highway billboards, big screens at subway/train stations and on mobile with a 360° ad.
Cross channel boosting effect
For this campaign Out of home was the perfect medium to create awareness and generate exposure. The use of digital screens totally suited the campaign goals of Stena Line. To add an extra campaign layer, the programmatic trading desk Amnet purchased a mobile campaign based on geofencing (proximity) and a pre-defined audience. Therefore, they used gps-locations with a focus around train stations. The digital Out of Home screens were exposed on working days and during the weekends between 16:00 and 19:00. Whenever passersby were near a train station they both got to see the ad on the Out of Home screen and on their smartphone. To give this ad an extra brand experience Isobar created a rich media ad with the use 360°.
From insights to effectiveness
By using a mobile strategy and data it’s possible to provide insights on the effectiveness of the Out of Home campaign. It gives us the opportunity to define the number of clicks and the engagement by location. Overall the combination of Out of Home and Mobile enchances target group insights based on POI’s. We can also retrace passersby who interacted with the Out of Home object, which gives us the possibility to optimize the next campaign. This proofs that Out of Home and Mobile are the ingredients for a success formula and for creating a campaign uplift.
  
Credits
 Client:                                    Stena Line, Mariel Korpel, Stefan van Beek
Out of Home specialist:      Posterscope, Bas van den Hoogen, Roos Groesz
Experience design:              Isobar, Melvin van Gom
Programmatic:                     Amnet, Frank Meiland, Guido van Oosten
Media owners:                     CS Digital Media, Interbest, Ngage Media, OOHA media

Programmatic OOH's strength lies in content, canvas and context- by Glen Wilson

For a legacy medium like out-of-home, there are a number of crucial factors to consider when gearing up for an automated future, writes Posterscope’s MD, Glen Wilson
Digital out-of-home (DOOH) is increasingly being used in more flexible, dynamic ways and integrating more and more varied data sources, consequently allowing us to display ever more relevant content to audiences.
As a result of these advancements, programmatic OOH capabilities are accelerating at pace now too. You can’t go far without reading or hearing about OOH programmatic at the moment, both in the UK and across the globe.
We have seen announcements recently from a number of media owners launching programmatic capabilities, and I think these developments will only continue to intensify in the coming months.
But while all these media owners have announced tangible, exciting and significant developments, with substantial resource and investment behind them, there are still differing views about what programmatic means for the OOH medium, and perhaps more importantly, the benefits it will offer to advertisers.
As programmatic media developed alongside the digital and mobile media model, the programmatic transactional element adapted simultaneously to become automated.
There are several considerations to automate that transactional element for a legacy medium like OOH, not least taking into account physical inventory. Therefore Programmatic OOH is being defined in many different ways and it is yet to be determined which trading model will ultimately win out – Programmatic Guaranteed, Private Marketplace or RTB/Open Exchange.
Running alongside the debate over transactional models is the planning opportunities that programmatic can provide. As media owners invest in API systems that match real-time availability with data sources this will certainly enable faster, more efficient planning by specialists and agencies. Almost all the major OOH players in the UK are working to deliver this to some extent in 2017.
For the Posterscope team, however, the most exciting and important aspect of programmatic OOH is the transformation that automated ad-serving of creative has enabled. The ability to tailor content based on real-time data optimisation is potentially the biggest single step forward for the OOH medium in decades.
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 in the effectiveness of this “dynamic difference” revealed that ad-serving relevant content by audience increases the overall effectiveness of a campaign by +15%.
Furthermore, we know this makes a difference to a brand’s interaction with their audience. The research from VirtuoCity also revealed that using dynamic DOOH to deliver a more contextually relevant message increases advertising awareness by 18%, recall of the specific creative messages by 53% and creative/brand perceptions by 11%.
We’ve seen huge investment in digital screens in the past few years and by leveraging the agility and flexibility of these increasingly digital networks, we can utilise real-time planning to deliver pieces of communication automatically, in a given time or place, driven by pre-programmed rules.
Additionally we have the increased ability to ad-serve and optimise creative delivery with messages that contain dynamic elements and, informed by data, reflect more closely what audiences are thinking, feeling and doing at those moments.
We are already serving creative content that adapts to multiple, real-time feeds, such as weather, traffic flow, sales, social media trends and a multitude of other business drivers, via the Liveposter platform, along with creative content drawn from pre-produced work or created and edited in real time in response to these data triggers.
Unfortunately this dynamic capability is far from being used to its full potential and is currently the award-winning work of the few rather than the many.
More than the new types of trading models, it is this customisable aspect of OOH programmatic that is capable of transforming the creative potential of the medium, attracting new advertisers to it, building its overall share of media spend and, most importantly, delivering dramatically more effective campaigns.
This is this is where the OOH industry needs to focus, communicating this world of possibility to advertisers and the agencies that represent them.
Via: MediaTel
 

Posterscope Taiwan look to develop programmatic solution

Posterscope Taiwan and Dentsu Aegis Network committed to develop OOH industry in the region and believed that is one of the keys to efficiently integrate media planning and buying is the development of programmatic system.
In the process of this development, Posterscope Taiwan and Dentsu Aegis Network are working with key partners to develop a series of tests.
Rebecca Chang, general manager of Posterscope Taiwan, said, “Global OOH media is moving toward OOH 4.0 which includes three perspectives: consumer measurement, procurement evolution and innovation content. In response to digital trends, Posterscope will dedicate to integrating industry resource, in order to enable future customers predict, trace and measure their business activity in OOH media to achieve the goal of an industrial upgrade. In cooperation with the group brand Amnet, Posterscope would be able to utilize programmatic buying solution to purchase the platform resources to help customers accurately deliver advertisement, as well as more transparent and efficient procurement.”
Read More ….

Posterscope builds proprietary ‘always-ready’ programmatic ad-serving platform for Shop Direct

Posterscope will, for the first time, activate a bespoke, ‘always ready’ ad-serving platform for Shop Direct.
The platform will be powered by Liveposter and at scale through a partnership with Clear Channel, giving Shop Direct brands Very, Very Exclusive and Littlewoods a consistent brand presence on high streets across the UK until the end of 2017.
OOH is the perfect media channel for Shop Direct, a pureplay etailer, as it acts as an extension of the brand and a shop window.
Shop Direct will have the flexibility to schedule or launch real-team dynamic, digital out-of-home (DOOH) campaigns, and tailored creative executions, optimised by time, location and audience, to support specific product or price promotions.
The always-on platform launches this week and will deliver better media buying value for Shop Direct. Creative is produced by St Luke’s and media is planned in collaboration with Vizeum.
The announcement follows the recent launch of Posterscope’s programmatic ad-serving offering, Dynamic Audience, which gives all clients access to programmatic ad-serving whereby all digital campaigns can be optimised hourly by location to the audience using a sophisticated AI algorithm.
Andrew Roscoe, Head of Brand, Sponsorship and Celebrity at Shop Direct, said: “As a retailer it’s crucial that we have the flexibility to respond and adapt our advertising to changing market and consumer demands. The technological developments emerging in digital out-of-home are facilitating this. The bespoke platform that Posterscope has built for us will allow us to activate brand-led and product specific campaigns in an agile way and ensure that our advertising is relevant and as appealing as possible at all times.”
Posterscope’s Senior Client Manager, Anishka Fernando, said: “Shop Direct has been a pioneer in digital OOH, taking full advantage of new opportunities to reach consumers in a more personalised and relevant way, activating real-time, data-led campaigns and using customised creative optimisation to improve the effectiveness of its campaigns. We are really excited to be collaborating in this way to help Shop Direct continue to push the boundaries and remain agile and relevant in the market.”
Eleanor Mitchell, Client Director at Vizeum, added: “Digital OOH is a great place for the Shop Direct’s brands to be as it creates a virtual shop window on the high street. This technology platform will allow us to take full advantage of the dynamic capabilities of the medium and we are excited to be part of this industry first.”
Via: Marketing Communication News
 

Posterscope deploys AI to help brands optimise their OOH

Posterscope has added an AI-powered feature to its programmatic platform that will allow advertisers to optimise out-of-home advertising on an hourly basis.

“Dynamic Scheduling”, powered by Liveposter, uses a “genetic algorithm” which makes it possible for the programmatic platform to efficiently compare millions of locations, and their hourly audiences, to identify how to best schedule content.
“The most interesting and important aspect of programmatic OOH is the transformation that programmatic ad-serving of creative has enabled,” Stephen Whyte, chief executive of Posterscope, said.
The AI algorithm makes the benefits of programmatic ad-servicing accessible to all advertisers, regardless of campaign scale, he added.
The new platform launched this week with campaigns by Santander, in partnership with Carat and Engine, and Charlotte Tilbury, in partnership with Cream.

The Santander campaign is built around the premise that consumers should “Feel good about planing for the future”, Daniel Creed, lead media strategist at Santander, said. “But we recognise that prosperity means something different to everyone depending on their personal situation.

“Dynamic Scheduling allows us to communicate our different product offerings based on what is most important to those viewing the campaign,” he added.

Via: Campaign Live
 

6 Nations viewers found the right pub at the right time with a little help from Guinness

For this year’s RBS 6 Nations, Guinness ran a locally targeted, dynamic Out-of-Home campaign that celebrated the brand’s status as the official beer of the tournament.
Devised by Carat and Posterscope and deployed on JCDecaux’s LDN network, the campaign sought to capture the attention of Guinness fans and direct to them to pubs nearby where they could watch England battle to claim the Grand Slam whilst enjoying a pint of the much loved pub favourite.
The campaign’s dynamic creative element was automatically ad-served as a match approached to provide kick off times and distance to nearby pubs screening the live match (run through Liveposter).  A network of sensors fitted in participating pubs captured footfall data and, based on capacity levels, triggered real-time, tailored creative executions to cleverly drive fans to the best venues to watch the game.
Elliot Duncan, Guinness Marketing Manager Europe, said: “Guinness is a beer Made of More so we wanted an OOH campaign for the RBS 6 Nations that would embody this and provide more relevant content for our fans and pub partners. This campaign gave audiences upcoming match information and also let’s passers-by know where there was an available seat nearby to catch the game accompanied by a pint of the official beer of the tournament.”
Alexandra Porritt, Client Manager at Posterscope said: “This campaign used location-marketing expertise to programmatically ad-serve relevant creative to audiences: using footfall data, location and geo-targeting, and dynamic creative to provide useful information to fans, in an engaging way, at the right time and in the right place.”
Via: JCDecaux 
 

Can programmatic trading revolutionise OOH?

Above: Stefan Lameire, Cadi Jones, William Eccleshare, and Justin Cochrane, Clear Channel UK CEO
More outdoor owners may follow Clear Channel’s move to launch an in-house platform as digital screens have already transformed out-of-home, allowing brands to tailor creative by time of day and location, and driving up revenues for media owners.

With digital approaching 50% of the UK OOH market by revenue, the industry is betting that programmatic trading can further push up sales by encouraging automation and more efficient buying.

Clear Channel will roll out its programmatic platform in the UK in March. Initially, it will only feature inventory from its premium digital OOH offering, Storm, which has screens in 30 locations. But it will be followed by the addition of nearly 6,000 DOOH sites.

The platform lets media buyers book inventory on an automated basis at a fixed price. Eventually, Clear Channel hopes to make all of its trades via the programmatic platform.

“Programmatic has completely changed the way we sell and how the medium is bought,” William Eccleshare, chairman and chief executive of Clear Channel International, says, describing the platform as the company’s “big bet on the future”.

Rubicon Project partnered Bitposter to launch a programmatic marketplace for OOH inventory in the UK in 2015 and Kinetic introduced its programmatic offering in 2016. However, neither has made a substantial impact on the market so far.

“Without denigrating the efforts others have made, I don’t think anyone has done it [OOH programmatic trading and deployment] in any kind of scale,” Eccleshare says. “What’s being done is automated trading. This is more than that.”

Clear Channel claims its platform is “truly programmatic” because it is a fully transparent, automated system that will allow buyers to monitor price,inventory and performance. This, and the desire to control full intellectual property rights, was behind the company’s decision to invest in its own platform.

Eccleshare admits Clear Channel, like others, has come under pressure to introduce programmatic to DOOH as it becomes the norm in other sectors. About 70% of online media was traded programmatically in the UK in 2016, according to Zenith.

“It makes our medium easier to buy,” Eccleshare says, “and we, as a media owner, must embrace anything that removes barriers to purchase.”

However, one of the great attractions of OOH is its broad reach at a time when audiences for other media are fragmenting. There may be limits to how much brands want to use programmatic to micro-target their messaging.

Glen- programmaticVia: Campaign Live

Stephen Whyte on how programmatic is transforming the creative potential of OOH

The least talked about but most interesting component of programmatic OOH is the transformation that automated ad-serving brings, writes Posterscope’s CEO.
Programmatic out-of-home has been discussed and written about a great deal in recent years and Clear Channel’s plans to accelerate the trading automation of its digital inventory will obviously fuel expectations and discussion further.
However, there are conflicting views about what programmatic could mean for this medium, how it might work and, most importantly, what the benefits to advertisers might be.
In many of the debates, I think that the most important and exciting aspect of programmatic OOH often gets overlooked. Probably because the obvious comparison is programmatic online, discussion tends to focus on the automation of transactions and which model – Programmatic Guaranteed, Private Marketplace or RTB/Open Exchange – is likely to emerge and prevail.
In my view, the answer to this in the short to medium term is Programmatic Guaranteed with each media owner pre-defining pricing by client. This is what Clear Channel announced last week.

In order for a truly biddable market to be established, audience trading metrics and protocols would have to be standardised and agreed across all media owners and agencies.
That’s not likely to be achieved any time soon although the UK is better-placed thanks to Route data than many international markets.
Furthermore, each media owner would have to establish a complex set of pricing rules for their inventory and transfer pricing control from their long-established sales teams and methodologies to a technology platform.
The online advertising market never had this legacy trading approach to overcome, but the cultural shift required for many OOH businesses will be significant.
Close behind the debates about transactional models come the planning opportunities. The provision of real time availability data APIs by media owners will undoubtedly enable faster, more efficient planning by specialists and agencies and almost all the major OOH players in the UK are working to deliver this to some extent in 2017.
But, for me, the least talked about but most interesting component of programmatic OOH is the transformation that automated ad-serving brings. As William Eccleshare noted in his Clear Channel presentation last week, the massive investment in digital screens that the industry has made over recent years has yet to be matched by the dramatic leap in the creative use of the medium that the investment enables.
In addition to being able to buy digital OOH in incredibly focused, targeted and flexible ways, it’s already possible (via platforms like Liveposter), to serve creative content that adapts to multiple, real-time data feeds.
These feeds can be anything from weather to traffic flows, sales, social media trends and other business drivers. Messages can be optimised by target audience subset, by location, by time and day. Advertising content can be drawn from a pool of pre-produced creative work or can be created and edited in real time, in response to relevant data triggers in any and every site location.
In a recent campaign we ran for a client, over 10,000 different creative executions were programmatically served over a two-week national campaign. This highly dynamic use of digital OOH is arguably the biggest single step forward for the OOH medium in decades.
The growth of digital screens in all their shapes and sizes is important and significant but the real power comes from the programmatic ad-serving technology that is available to deliver content to those screens.
It is this aspect of OOH programmatic that is capable of transforming the creative potential of the medium, of attracting new advertisers to it, of building its overall share of media spend and, most importantly, of delivering dramatically more effective campaigns.
And this, far more than the programmatic trading models, is what advertisers and the agencies that represent them should focus on more.
Via: Campaign Live

Clear Channel International launches out-of-home’s first programmatic buying solution with a guaranteed offer for the European advertising market

In another media first, Clear Channel International (CCI), the international division of Clear Channel Outdoor (CCO), has launched the first out-of-home programmatic buying tool with a guaranteed offer in Europe – this automated solution is live in Belgium. CCI is also announcing plans for the continued roll-out of its programmatic capabilities across Europe, including details of a March launch in the UK.
The first iteration of CCI’s programmatic solution focuses on trading its inventory on an automated guaranteed basis – giving media buyers the ability to reserve a fixed volume of inventory at a fixed price. Customers can now access and buy audience-based packages across Clear Channel’s digital out-of-home (DOOH) network in the city of Brussels, via programmatic channels that include the Demand Side Platform (DSP), Adform, and a proprietary Clear Channel platform. The system is fuelled by data from existing out-of-home audience data-sets – both proprietary and third party. By offering solutions based on audience, using buying tools and technologies with which media buyers are already familiar, Clear Channel’s programmatic solution significantly simplifies the process of buying out-of-home.
The next Clear Channel market to offer automated buying capabilities will be the UK. In the first phase, buyers will have access to Clear Channel UK’s premium digital out-of-home estate, Storm, from March. This will be followed by the addition of its digital Retail portfolio across shopping malls and supermarkets and Adshel Live, the UK’s largest digital roadside out-of-home advertising network.
Since the Belgian platform went live on January 9th, media buyers have bought digital-out-of-home campaigns programmatically, for major advertisers including:
Advertiser Media buyer
Beobank Blue 449
Deliveroo Kinetic
Mercedes-Benz ZenithOptimedia
Other media buyers who are also using the solution include: Space, Posterscope, Outsight and Outdoor Service.
Following the successful launch in Belgium, CCI’s programmatic tool will continue to evolve with additional capabilities as it is further scaled internationally. Programmatic will ultimately embrace all of CCI’s solutions involving both traditional panels and digital screens, but will initially focus on digital out-of-home inventory as this will have the added capability of real-time campaign adaptation and delivery. Additional connections to DSPs using Open Direct protocol (the protocol developed by the IAB specifically for automated guaranteed trading) are also developing programmatic guaranteed support, to allow OpenRTB protocol (industry standard for communication between buyers of advertising and sellers of publisher inventory) to be used. This will give buyers complete buying flexibility by allowing them to connect via the programmatic channel of their choice. Similarly, further data sets for enriched planning and campaign optimisation will be added to provide transparent measurability pre-, during and post-campaign for greater targeting and attribution.
Driven by the rapid pace of programmatic adoption in other media, particularly online, where in the UK, 70% of online display media was traded programmatically in 2016, Clear Channel International will be ready to programmatically trade 100% of its supply across some key products and markets in 2017.
William Eccleshare, Chairman and CEO of Clear Channel International, said, “Programmatic buying has revolutionised the buying process in many key media sectors and we believe it will do the same for out-of-home. Anything that makes our fabulous product easier to buy is to be wholeheartedly welcomed. We are making our media simpler to plan, buy, optimise and measure through familiar buying technologies offering data-fueled audience-based solutions in real time. We thus offer new and existing customers the measurability, creativity and flexibility they demand. Clear Channel International’s programmatic solution enables brands to deliver the right message to the right audience at the right time. It connects them even more effectively with their audience – whilst still allowing them to achieve the mass reach and fame Outdoor delivers more efficiently than any other medium.
“The launch of our programmatic buying solution represents a pivotal moment not just for Clear Channel International, but in the evolution of out-of-home, which has truly completed its transformation into a 21st Century digital media.”
Commenting on CCI’s strategy and ongoing development plans for programmatic, Stefan Lameire, Chief Customer and Revenue Officer, Clear Channel International, added, “Today’s announcement is just the beginning of Clear Channel International’s programmatic journey. Our vision is for one technical programmatic platform which can be shaped and adjusted by market, to suit the specific local buying needs of our customers. Once we have rolled out automated guaranteed trading across the business, we will be assessing where and when we also release our inventory to bidded marketplaces, as well as enabling media buyers to layer on their own audience data to further enrich the targeting process. Ultimately, it will be our customers rather than technology, driving the speed and detail for further programmatic development.”
Commenting on the UK launch of the CCI programmatic solution, Clear Channel UK’s CEO Justin Cochrane said, “In the UK, Clear Channel’s vision is to Create the Future of Media, Out of Home. Launching a Programmatic solution is the next logical step in our market, which has been undergoing an unprecedented digital transformation over the past twelve months.
“We have already seen advertisers embrace the creative possibilities of digital to activate deliver flexible, contextually relevant campaigns that connect brands with people. Now we are investing in automation to further increase advertiser benefits. Success for us is to offer a huge array of possibilities for advertisers while making out-of-home simpler and even more effective with increased flexibility, creativity and measurability.”
Via: Clear Channel UK
 

10 Resolutions for Outdoor Advertisers: Nick Halas talks to MediaTel

From making better use of data to learning more about audiences through AI, Posterscope’s Nick Halas says there are 10 things the OOH sector should focus on this year.
Outdoor advertising is evolving faster than ever before. Never has new technology been driving such massive change, not only in how we display ads, but also in how we plan campaigns.
Out-of-home (OOH) is still able to reach audiences at scale as the proliferation of digital infrastructure, planned using big data, now gives advertisers the added opportunity for personalisation and relevance.
People nowadays expect services, in particular communications, to be more tailored to what they are, what they’re doing and what they’re thinking. Unsurprisingly, doing this with OOH tends to drive better outcomes and we are starting to build up a robust body of evidence that validates this.
We’ve found this to be equally true for classic OOH as well as digital. To take full advantage of everything that OOH can offer though, advertisers will need to be sure to stick to a number of commitments, or resolutions if you will:

  1. Make better use of data

Consumers increasingly expect services or messages to be tailored to their personal tastes and preferences. Real-time triggers such as weather and traffic data enable OOH ads to react to the world around them, while mobile data helps advertisers understand the sites and apps people use in particular locations.
Advertisers can now even use social media data to plan campaigns around where relevant conversations are taking place, as demonstrated in a recent campaign we worked on for the hit video game Fallout 4. Advertisers in 2016 need to be using data to increase personalisation and deliver the right message, at the right time, in the right location.

  1. Start treating OOH as the new shop window

The speed and nature of service and brand communication are changing. Starbucks coffee can be pre-ordered before you arrive, so that it’s ready to go, and everything from an Amazon Prime package to a pack of Oreos can be delivered to customers’ desks within an hour.
As customers continue to make orders before being near stores, advertisers need to be treating OOH as they would a shop window, enabling it to act as a real-time trigger for customer appetites.

  1. Get to know programmatic at scale

Programmatic is expected to hit 60 per cent of UK digital billings this year. As the ‘automation of media bookings’ capabilities of programmatic increasingly become the norm in OOH, advertisers need to ensure that as well as faster, more accurate and accountable delivery, solutions also deliver scale.
Platforms need to plug in to digital ‘screen-buying’, which will enable DOOH to have a wider purchase point and syndication into other digital-led screen planning and buying.

  1. Consider digital inventory as a content platform

Brands are increasingly using content-focused social apps like Periscope and Snapchat to communicate with consumers. Adidas is streaming footballers’ practices live, while Red Bull is live-streaming Miami music week events.
Digital inventory and full motion DOOH is in a prime position to become a content platform in and of itself, both for brands to broadcast from and for users to contribute to. We’ve already started to see examples of user-generated content being used, such as Apple’s ‘Shot on iPhone 6’ and Three’s #HolidaySpam campaigns.

  1. Get around ad blockers

As consumers continue to reject advertising across multiple mediums, the increasing threat of ad blockers is causing concern throughout the digital industry. OOH, though, is a medium that can’t be turned off, so advertisers should be considering putting much more emphasis on the medium.
Increasing digital OOH inventory means OOH agencies now need to align closer than ever with digital agencies to provide the strongest possible integration.

  1. Encourage consumers to pay by OOH

2015 saw a huge rise in contactless and mobile payments and advertisers can harness the continued increase in mobile and contactless payments by encouraging a new, larger scale of innovation across the OOH landscape.
Doing so could transform from primarily being a ‘brand awareness’ driver to instead drive real-time purchases. We’ve already seen innovative examples like Clear Channel’s use of contactless totems earlier this year, where consumers were encouraged to tap their card to donate money to Cancer Research UK.

  1. Better measure experiential projects

As the growth in ad blockers shows, consumers are ignoring disruptive advertising that doesn’t provide something valuable to them. As a result experiential campaigns are set to become even more prevalent.
However, the crucial resolution for 2016 is about measurement. Advertisers need to make use of new analytics platforms to better understand the impact of experiential activities by tracking consumer engagement through CRM and their navigation through an event space.

  1. Learn more about OOH audiences with artificial intelligence (AI)

Earlier this year, Posterscope worked with M&C Saatchi and Clear Channel to launch the world’s first AI ad campaign, which rewrote its creative in real-time according to how people reacted to it.
AI provides a new canvas for advertisers to use to learn about consumers and behaviours in a different way. This New Year, advertisers should look to how AI can create stronger location targeting, and how it can increase the relevance of messaging and imagery based on audiences’ real-time emotional engagement.

  1. Make better use of beacons

2016 is set to see OOH become a key driver of beacon usage. Increasingly, beacons will be housed within billboards, and outdoor advertisers should be striving to make better use of beacons to realise hyperlocal campaigns like one we conducted for Pimms last summer.
Using a beacon network and digital out-of-home screens, the number of smartphones at nearby pubs were counted, and used to create a live feed of this data to show consumers where they could still grab an empty seat to enjoy a glass of Pimms.

  1. Consider societal benefits as well as commercial

People are no longer just buying a product, they are buying into the brand and its corporate values as well.
Increasingly agencies will help advertisers make their budgets work harder to create truly innovative media firsts that not only serve advertisers’ interests, but contribute positively to the society they exist within to impact everything from the provision of public infrastructure to live experiences.
That’s just for starters though. Sticking to resolutions is a hard, but crucial task. However, to stay ahead of the game the OOH industry needs to not only meet the above resolutions, but to constantly make new resolutions throughout the year. If they do, they might stand a chance of 2016 being their best ever year.
Nick Halas is head of futures at Posterscope
To see the article in MediaTel click here