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Bio Suisse Cows deliver organic milk in return for a back scratch

“Make the cow happy, and in turn, the cow will make you happy,” is Bio Suisse’s motto for their organic milk.
Visitors to a shopping centre in Zurich had the opportunity to ‘massage’ dairy cows on an organic farm by simply pressing a button. In real-time 50 km away, an automatic cattle brush would operate, giving the cow a back scratch. The person who pressed the button would then be given a free sample of organic milk, to help the public recognise the benefits of going organic.
[youtube width=”300px” height=”200px”]5MVQYcOqU24[/youtube]

We asked 100,000 consumers worldwide…about OOH

Megin Gauntlett, Senior Insight Executive at Posterscope delves into our planning tool OCS, giving insight on how we understand our global audience and plan resonating campaigns.
OCS – The largest global OOH survey in the world
OCS (Out-of-Home Consumer Survey) is Posterscope’s proprietary planning tool and an integral part of Posterscope’s planning process across the globe. Since its launch in 2005, it has continued to expand and now encompasses over thirty markets and 100,000+ consumers worldwide.
OCS enables planners to efficiently and effectively identify the behaviours and attitudes of relevant consumers and translate these into actionable insights. These insights are then used to inform the most appropriate OOH plan.
The range of topics contained within OCS include, amongst others, the consumer journey to purchase, attitudes towards over 50 different types of OOH (including airport and experiential), and the claimed noticeability of these formats. As the opportunities within the OOH market evolve, so too does OCS – with questions such as ‘topics searched for on smartphones’ and ‘consumer opinion on relevant dynamic digital content’ being amongst those most recently added across all markets globally.
OCS identifies OOH nuances between markets
In practice, OCS allows us to identify key trends over multiple markets, and to understand the various idiosyncrasies and differences when it comes to consumer opinions and behaviours around the world. This can range from looking at day-to-day actions that we take for granted, such as how we commute to work, to more individually-determined actions, such as where we’re more likely to search online whilst out of the home. These differences help us to personalise planning for each audience across each market.
ocs by country
Universal trends in OOH – Location, Location, Location
OCS also allows us to identify key insights that are consistent worldwide, and in turn enable Posterscope to develop its OOH offering to meet these requirements. For example, the importance of context and relevance in OOH is now universally acknowledged, and, in recognition, Posterscope is rolling out its Liveposter product on a global basis. Liveposter offers a unique blend of context and relevance, as it serves engaging messages across multiple OOH locations using triggers such as time, day, and weather.
But which kind of messaging does the consumer really want to see? Based on the views of over 60,000 consumers from nine of Posterscope’s core OCS markets (the UK, France, Germany, Italy, Spain, Japan, Australia, the USA and Singapore), we can see a unanimous trend in the dynamic content that consumers engage with most when it comes to DOOH – Location. On average 60-70% of global consumers engage with contextual DOOH messages relating to the weather, time of day, day of week, seasonal events and live sports updates… but location is the dynamic content type most favoured across all 9 markets without exception. Almost 8 in 10 global consumers state that they are interested in location-based messages on DOOH.
ocs types of message
In the UK, location-based messages resonate even more with consumers, and this becomes even further pronounced amongst specific audiences. For instance, 90% of London fashion consumers (“Londoners who are passionate about shopping in store to buy fashion items”) are interested in location-based DOOH content. This type of insight helps to inform and plan successful OOH campaigns, such as Timberland’s recent campaign which ran across shopping malls and high streets in London. Based on the viewer’s location, suggestions were made to visit a local store or landmark, along with relevant statistics such as distance, number of steps required, and calories burned, whilst promoting the unique comfort of the new Sensorflex product.
timberland
Société Générale used a similar idea in rail stations and airports across France – letting consumers know how long until their train or plane departs and reminding them that they have plenty of time to log on to the app and complete a few transactions whilst in transit.
The success of this kind of location-based marketing is not to say that the consumer is uninterested in any other relevant messaging displayed on DOOH screens. As the chart above illustrates, global consumers are similarly interested in a variety of contextual messaging as detailed in OCS, and, in some cases, confounding national stereotypes such as the British being more inclined to care about the weather, when in fact they actually ranked 8% lower than the average of all countries evaluated!
Multiple Messages engage consumers
Combining multiple contextual messages, when relevant, helps to further engage the consumer. santander v2Across all markets, campaigns which feature multiple contextual messages are proven to have greater consumer impact – Santander Cycles being a casing example. Santander Cycles identified two key audiences for its product – leisure users and commuters, and, using the Liveposter platform, encouraged them to hire a cycle for their next journey. As well as using location and local nearby attractions as inspiration, the campaign also utilised time of day (when to deliver the ads) and weather data (letting people know if the weather is going to be good for a day outdoors). Research demonstrated that consumers who saw the DOOH Liveposter campaign were 20% more likely to spontaneously recall seeing advertising for Santander when asked “which, if any, high street banks or building societies have you seen, heard or read advertising for in the last 2 weeks?”  proving that contextually relevant DOOH content delivers strong advertising cut-through for brands.
Similar success has also been enjoyed by Fanduel, an online and app-based fantasy sports league based in the USA, who utilised relevant contextual messaging consisting of both time of day and location, in a drive to recruit more members and get them playing more games.
fandual
In summary, OCS helps us to understand the lives, opinions and OOH habits of more than 100,000 consumers in over 30 different markets. With the rapid development of DOOH inventory with real-time capabilities across the globe, OCS ensures that we can capture which tailored, contextual messages (and triggers) our audiences actually want to see and where, enabling us to deliver relevant real-time campaigns that truly resonate and drive results.

Vauxhall Motors launch new Insignia Grand Sport using real-time traffic data to reach motorists with digital OOH campaign

Posterscope and Carat have launched a dynamic, digital OOH campaign for Vauxhall Motors as part of a nationwide campaign to launch the company’s new flagship vehicle, the new Vauxhall Insignia Grand Sport.
The campaign launches this week and uses real-time traffic data to deliver contextual ads to motorists stuck in traffic jams. Whenever car-speeds go below the appropriate threshold, tailored creative executions are deployed to highlight the innovative range of technology solutions available in the new Vauxhall Insignia. More generic creative will play-out when car flow is moving normally. Liveposter will create poster templates to automate the scheduling of copy changes which will be pre-agreed and supplied via a content matrix.
Using the Liveposter platform and traffic data supplied by INRIX Traffic, the campaign will be seen on 16 digital 48 sheet sites and 10 large digital format screens on key arterial routes in Birmingham, Leeds, Manchester, Bristol and London until the end of the month.
Andy Biernacki, Head of Brand at Vauxhall Motors, said: “With all the innovative game changing tech in the new Insignia, we wanted to ensure that our media placements leverage the same data capabilities and connectivity to highlight the car’s premium features in an engaging way for our audience.”
Michael Bartrop, senior client manager, at Posterscope, added: “This is first time we’ve delivered a national level campaign triggered by traffic data. By delivering this tailored content in real-time, in reaction to traffic behaviour, we are able to reach Vauxhall’s target audience with the right messages, in the right place, at the right time to capture their attention.”
The campaign is supported by static 48 sheet formats across the UK, and by TV, digital paid social and print advertising.  Creative is by McCann and MRM.

Dynamic, digital out-of-home, multiple language campaign targets German travellers for Commerzbank

PSI, Posterscope’s international division, and Vizeum, have deployed a unique digital out-of-home (DOOH) campaign in multiple international airports for Commerzbank using the Liveposter Platform.
The campaign, aimed at business travellers, appears at Paris CDG, New York’s JFK and London’s City and Heathrow airports and will run on DOOH screens throughout the airports and departure lounges for the next four weeks.
Activating flight departure data across key international airports, the campaign serves highly personalised messages to German travellers in their native language, outside of their homeland.
The campaign creative is presented in each country’s local language and flight departure data is used to trigger dynamic messaging in the German language, served to the appropriate screens and locations, as flights to Germany prepare to depart.
The DOOH campaign is being supported with an online display advertising campaign feature on the German language version of BA.com, also planned and bought by PSI and Vizeum
Margarita Christoforidou, Senior Account Manager, at PSI said: “The flight data now available to us means we can create and deliver even more highly targeted campaigns in airport locations.  This campaign for Commerzbank will not only reach the right people, at the right time, but will also show creative executions in their own language.  What could be more relevant and more engaging?”
Uwe Hellmann,  Head of Brand Management and Corporate Marketing,  at  Commerzbank, added: “We were looking for an exciting and dynamic campaign to promote our corporate client campaign  to travellers heading to Germany from key international locations across the world.  The ability to reach these travellers as they prepare to depart from the airport and speak to them in their own language is highly innovative and we are excited to see the results.”

Ferrero gives fans opportunity to get personalised kinder Scokolade

To increase brand love and encourage sales of Germany’s most favourite chocolate treat in the pre-Christmas season, Posterscope Germany and Ferrero implemented an engaging and interactive campaign.  Fans could upload their photo portrait onto the Ferrero website and in return receive a personalised pack of kinder Schokolade with their portrait on the front for them to take home.
The activity was supported by a multi-format Out of Home campaign.  In addition to roadside billboards in the Top 10 cities, which featured multiple creative executions of kinder Schokolade, billboards at Point of Sale and branded busses, an eye catching giant digital screen in a highly frequented location in Berlin was utilised.  The digital screen which was located just above the photobox broadcast live the photos as they were taken.
The simple but engaging event performed extremely well with the PhotoBox working to capacity. Despite rainy weather and low temperatures, kinder Schokolade fans were content to wait up to 45 minutes for their personalised kinder Schokolade package. Approximately 3500 personalised packs of kinder Schokolade were distributed and 2300 photos broadcasted live and in real time onto the digital landmark.
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Cancer Institute NSW creates a 'smart' dynamic OOH campaign based on real-time radiation levels.

In an Australian media-first, the newest out-of-home campaign from the Cancer Institute NSW and advertising agency Soap, is utilising UV Index data to trigger sun smart messages based on real-time radiation levels. Created in partnership with JCDecaux, UM, and Soap, the sun ‘smart’ dynamic campaign aims to alert passers by to the dangerous effects of exposure to UV rays, while also providing simple steps that can be taken to avoid UV damage.
Via: adsoftheworld

Australia Post launches digital OOH campaign using Liveposter technology

In an Australian first, Posterscope Australia has delivered dynamic, geo-targeted digital OOH mapping at scale in a campaign using Posterscope’s proprietary Liveposter technology.
Working in conjunction with Dentsu Aegis Network sister agency Dentsu Mitchell and creative agency, GPY&R, Posterscope rolled out its new capabilities with the Australia Post campaign which allows consumers at around 550 OOH locations across the country to geo-locate their closest parcel locker and retrieve maps and directions.
The Liveposter platform enables digital campaigns to run seamlessly across multiple networks and media owners. It uses a range of available data sources to optimise the communication across the day, week or campaign period and provides full control over the content without the need to individually supply media owners’ systems.
Says Adrian Venditti, group agency director, Posterscope: “With Liveposter, we now have the ability to change messages at scale in real-time which was the perfect technology for us to take to Australia Post to make their message as relevant as possible for each location and literally drive people from screen to store.
“With Digital OOH expected to account for a 50% share of the Australian OOH market by the end of 2017, it’s important we help our clients deliver more effective Digital OOH campaigns as we know that advertising cut through is higher when using dynamic creative. There are no other solutions in market currently that can deliver the same output at scale and we are very excited to see the results this generates for Australia Post.”
Dentsu Mitchell group client service director Michelle O’Brien said proximity targeting was key to the success of this campaign.
Says O’Brien: “Using maps delivered to customers via Liveposter will not only drive awareness of the Australia Post Parcel Lockers but demonstrate the large scale of the Parcel Locker network through serving targeted ads. We know the strength of Digital OOH when it comes to creating visual impact as well as the effect on recall when combined with messaging relevancy. Liveposter was the next logical step as it allowed for us to build impact, relevancy and highlight the scale of the Parcel Locker network.”
Posterscope expects to see more Dentsu Aegis Network clients utilising the Liveposter technology in the near future to fully exploit the opportunities to customise and target campaigns through digital OOH.
Via: Campaignbrief 

Dynamic, digital out-of-home, multiple language campaign targets flight arrivals for O2

PSI, Posterscope’s international division, has launched a unique digital out-of-home (DOOH) campaign for O2 using the Liveposter Platform, to promote the company’s International Sim.
The campaign is targeting travellers from Eastern Europe and Ireland as they arrive at Gatwick, Stansted and Manchester airports and is running on DOOH screens in the baggage reclaim and digital 6-sheet screens in arrival halls throughout October and November.
In what is a media first, the campaign  is using a combination of flight arrival data, dwell time data and baggage reclaim data which triggers dynamic messaging not only to the appropriate individual carousels and screens, but also in the native language of flights as they land from Poland, Ireland, Bulgaria, Romania, Hungary and Slovakia.
The DOOH campaign is part of a wider advertising campaign, including Social and Display planned and bought by Forward Media, with creative by VCCP.
O2’s International Sim offers UK calls to international mobiles and landlines in over 200 countries with no connection charges or hidden fees and comes complete with O2 minutes, O2 texts and data.
Miriam Buireu, Account Director, at PSI said: “The baggage reclaim data now available to us means we can create and deliver even more highly targeted campaigns in airport locations.  This campaign for O2 will not only reach the right people, at the right time, but will also show creative executions in their own language.  What could be more relevant and more engaging?”
Jenni Gabbarelli, OOH Director, Havas Media Group added: “O2 was looking for an exciting and dynamic campaign to promote its International Sim to visitors from Eastern Europe and Ireland.  The ability to reach these travellers as they arrive at the airport and speak to them in their own language as they wait at the carousels in highly innovative and we are excited to see the results.”

The Blurred Lines Between Digital and Out of Home Location-Marketing (Part 4)

Part Four: The Future of OOH Buying is Real-Time
Jeff Tan, VP Strategy, Posterscope
This is a four part series exploring the blurred lines between digital and OOH.

  • Part One – Describes the 3 forces driving disruption in OOH
  • Part Two – Explores Geo Audience Insights; using mobile data to inform OOH planning
  • Part Three – Discusses how advertisers can utilize dynamic creative to stand out from the crowd
  • Part Four – Examines the future of OOH buying and the shift toward real-time OOH

The future of media buying will be increasingly automated, data-driven and addressable as downward pressure on media buying rates mean that advertisers are expecting more, for less.
A shift toward data-driven automation is essential for the OOH Location-Marketing industry as it transitions to become audience rather than demographic focused.
Real-time digital OOH utilizes data sets to trigger advertising on digital screens including digital billboards, street furniture and place-based media. Utilizing Geo Audience Insights in real-time is the future of OOH buying.
Note that I hesitate to say ‘programmatic’ OOH media. This implies an auction based, real-time bidding system, multiple data-integrated sources, one-to-one targeting and near unlimited inventory. Real-time OOH may get closer to that one day, but will remain predominantly a one-to-many mass media.
When programmatic digital was in its infancy there were concerns in the marketplace. The OOH Location-Marketing industry is facing 2 similar hesitations with real-time.
Hesitations
Media Owner hesitation: There is some hesitation in the media owner community that real-time OOH will decrease the value of digital OOH media over time leading to mass commoditization and devalued inventory. I can assure you, this will not happen. Due to the physical nature of the medium there will always be a finite supply of inventory. The economic laws of supply and demand dictate that with limited inventory, mass devaluation of advertising rates will be unlikely.
Lack of Standards: As an industry we need to come together to develop consistent standards across media owner networks, buying models, delivery and measurement. We need to do this quickly as the pace of change is rapid. We should not be afraid to collaborate; by developing working groups and sharing ideas we can progress quickly.
Opportunities
The opportunities in real-time OOH lie in efficiencies with smarter use of data and perception changes of our industry.
Smarter Use of Data: You can tell a lot about a person from the physical locations one regularly visits. We like to think that we’re spontaneous creatures, living life to the unpredictable max. However, the overwhelming majority of us are not spontaneous. We’re predictable. We’re creatures of habit.
I take my dog Charlie for a walk to the same park each day at the same time. I catch the subway to my office in Tribeca and walk along the same streets to get there. On the weekends I hang out at a limited subset of bars, restaurants and cafes in the city.
Let’s tap into the predictable nature of human location behavior and analyze the migration patterns of our audiences. A baby formula brand targeting new moms can use mobile data to develop and understanding of which neighborhoods and streets new moms spend their time. A new mom will likely visit Baby Center, nurseries, playgrounds and toy stores quite regularly. Utilizing mobile carrier location data with real-time OOH allows a baby formula advertiser to display digital OOH in real-time to the geographical areas that new moms are most likely to frequent, at the times she’s likely to be there.
Perception Changes: Real-time OOH (along with Geo-Audience Insights and Dynamic Creative) has the power to change the perception of OOH Location Marketing in the minds of advertisers. It’s reliance on data sets offers the opportunity to replicate targeting practices from programmatic mobile.
There is an opportunity to use the same audience segments and data sets from programmatic digital, and extend this to the physical world of OOH. Doing so elevates the medium, and changes perception to that of data, technology-focused and real-time.
Conclusion
We’ve seen over this four part series that the future of OOH Location-Marketing is data and technology driven. It’s an exciting period for the industry as the digital and physical worlds collide.
Consumer habits have changed, and smartphone addition is driving both challenges and opportunities for advertisers. Advertisers are demanding more from the media, and technological advances will help accelerate innovation and smart thinking in OOH.
Geo Audience Insights (GAI) allow advertisers the ability to use data to inform smarter planning in OOH Location marketing. Data sources such as mobile ad exchanges allow advertisers to answer questions such as “What neighborhoods in NYC are likely to be receptive to the launch of a new baby formula?”
Dynamic content in OOH will become the no-brainer-standard for digital OOH, as smart marketers understand the effectiveness of displaying relevant, contextualized content based on a consumer’s mindset and location.
Finally, real-time digital OOH can extend Geo-Audience Insights from planning to buying-activation, using digital data sets.
The future of OOH Location Marketing will be digital. Will you be ready for it?

Mastercard offers free travel on London transport to promote Android Pay partnership

Posterscope is this week launching Mastercard’s first locally targeted digital OOH advertising campaign in support of the technology company’s partnership with Android Pay.
Mastercard is offering pay-as-you-go passengers the opportunity to travel for free on the TfL network for four consecutive Mondays in October, when they tap in with their Mastercard in Android Pay.  The offer will be promoted each week across London Underground digital OOH screens and escalator panels, plus platform information screens, PA announcements and social media activity on the TFL Twitter account.
As part of the promotion, Mastercard has also teamed up with Caffe Nero to offer free tea or coffee to customers that pay using Mastercard in Android Pay.  Posterscope has deployed digital OOH screens within 500m of Caffe Nero stores across the UK.  Dynamic creative will update in real-time on the digital screens during the partnership, showing messages including directions to the nearest store from the screen location and details of how to redeem the free hot drink.
The free travel and coffee promotion will run until the 24th October, supported by a wider advertising campaign running across print, digital display and social media, planned and bought by Carat, with creative by McCann.
Marc Bartholomew, business director at Posterscope said: “Mastercard’s first dynamic digital OOH campaign capitalises on the full benefits of the medium.  It uses both location targeting and dynamic creative to provide useful information about the offer to customers in close proximity to a store where they can redeem their free hot drink.”
Mark Barnett, president of Mastercard UK & Ireland said: “Our ‘fare free’ days across London’s transport network have been a big hit with our cardholders, but we wanted to go one step further. By also offering a free coffee at Caffè Nero, we hope that the Monday morning commute becomes a little more enjoyable in more ways than one.”