Posts

The Blurred Lines Between Digital and Out of Home Location-Marketing (Part 3)

Part Three: The Dynamic Difference – Using Real-Time Creative to Stand Out from the Crowd
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

 
Dynamic, real-time, digital creative should be the cornerstone of every digital OOH Location-Marketing campaign. Advertisers running digital OOH creative should not simply replicate whatever they did on static vinyl, or god-forbid, their print creative. They should consider how a consumer’s mindset may differ by time of day, day of week, or location.
Research on the effects of dynamic content on brand and message recall reveal that dynamic, contextualize content results in a 20% increase in content awareness, and a staggering 53% increase in message recall.
If you have the opportunity to show a unique message to a consumer based on their location, time of day and attitude, why would you not do this?
Someone walking down Wall Street 9am on a Wed morning will likely be in a different mindset compared to walking around Soho 9pm on a Saturday evening.
The 9am Wall Street consumer will likely be thinking about caffeine, getting to her meeting on time, and the work day ahead.
The same 9pm Saturday evening Soho consumer will likely be thinking about cocktails, getting to the bar on time, and the evening’s activities ahead.
Technology advances now mean we can use data feeds to optimize creative in real-time. Social feeds, user generated content, traffic, weather, client sales data, CRM, sports scores, train data etc.
A bottled beverage company could showcase a 9am Wall Street messaging saying: “It’s 75 and sunny today, stay hydrated on your way to your next meeting”. A 9pm Soho message could focus on a fun, uplifting evening message.
Here are three examples of how OOH advertisers utilized dynamic content in an effective way.
Microsoft Cortana
To promote the new Microsoft Cortana voice-assistant, an ambitious dynamic-content OOH activation built awareness and understanding by showcasing the experience of Cortana in everyday locations.
10,000 hyper-localized pieces of dynamic content via 240 creative templates were shown daily via Posterscope’s Liveposter real-time creative platform. Messages were aligned via real-time data sources such as weather, transport data, time and sports scores to reflect consumers’ daily behavior, lifestyle and interests.
Coca Cola
Coca Cola wanted to find a way to connect with Gen Z’s; notoriously social-media addicted, fame-craving, tech-savvy, hard-to-reach…and drinking less soda than ever.
An experiential OOH campaign was developed in Times Square that helped celebrate the meaning, stories and things-you-didn’t-know about your name.
Visitors were encouraged to tweet #CokeMyName to view a personalized, dynamic story in real-time about their name, broadcasted on digital screens for the public to see. Based on the insight that Gen Z’s are craving their 15 seconds of fame, their personalized story was displayed for exactly 15 seconds; just enough time to snap a selfie and post on social media.
Chevrolet Malibu
Chevrolet Malibu needed to stand out from the hugely competitive mid-sized sedan market to launch its new 2016 model. By utilizing new-to-market vehicle recognition technology to identify oncoming competitor cars, Chevrolet displayed dynamic, real-time competitive conquesting messaging on a digital billboard.
An algorithm used machine-learning to hone in and recognize the unique identifier grille of each oncoming vehicle, much like a unique finger-print.
Malibu’s target audience values safety and fuel-efficiency. So, the creative messaging revolved around these themes. “The Chevrolet Malibu has more safety features than your Nissan Altima.”
 
By focusing on the opportunities that real-time data driven content can provide, the OOH Location-Marketing industry can elevate its perception to that of dynamic, technology-focused and real-time.

Posterscope Strengthens its Global Real Time Capabilities with the Acquisition of Liveposter

3 May 2016, London: Posterscope has announced today that it has fully acquired Liveposter, an Out-of-Home platform that will enable Posterscope to deliver dynamic content to screens around the world.
In the UK for example, digital OOH billing is forecasted to grow to 54% of the total OOH market by 2019.  There is a real opportunity for advertisers to deliver more dynamic content in their campaigns as research clearly demonstrates that more relevant, flexible and adaptive content yields significant increases in awareness, engagement and purchase intent.
The Liveposter platform enables digital campaigns to run seamlessly across multiple networks and media owners.  It uses a wide variety of data feeds to optimize the communication across the day, week or campaign period and provides full control over the content without the need to access the individual media owner systems.
This acquisition reflects Posterscope’s commitment to be at the forefront of the digital opportunities in Out-of-Home advertising, including the innovative use of data, automation, real time planning & trading platforms, content creation and global distribution.
Annie Rickard, Global President of Posterscope said:
“The Liveposter acquisition will be transformational in many markets and will ensure that we will be able to maximize the benefits of digital out-of-home for advertisers.”
Stephen Whyte, UK chief executive of Posterscope said:
“The ability to deliver dynamic content in real time, driven by highly relevant data and optimised to audience type and audience mindset represents an enormous leap in the power of the Out-of-Home medium.  I am certain that it will attract new advertisers to the medium, particularly those that need highly flexible and agile brand communication.”
Dan Douglas, Founder of Liveposter said:
“This is a very exciting opportunity for Liveposter and Posterscope.  We have partnered in the UK for some time now and we both see the future growth potential of working even more closely.  We very much look forward to launching the Liveposter platform and delivering award-winning work across Posterscope’s international markets.”

Getting real time in OOH

Nick Halas, Head of Futures at Posterscope had a speaking session ‘Getting Real-time in OOH’ at the IAB, Real-Time Advertising Conference focusing on ‘which Right Place, Right Time, Right Message’.
With increased access to micro-location data and contextual data triggers OOH is on a sharp trajectory in demonstrating new connection opportunities between consumers, advertisers and its relationship with other media.
For information on the content please contact nick.halas@posterscope.com

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
 

Digital OOH show you’re never more than few steps from Santander Cycles 

  • More than 100 maps displaying local Santander Cycle docking stations with real-time bicycle availability now live across digital poster sites in Central London

 

  • New technology uses TfL’s open-source Cycle Hire data, ensuring maps display the most accurate information possible

Londoners and tourists were able to find their nearest Santander Cycles docking station even easier this summer as new digital adverts pointing out the nearest docking station were rolled out across London.
Around 100 digitalised maps went live across Central London, displaying the nearest Santander Cycles docking stations to the poster site as well as the number of available bicycles in real-time.
The posters, designed and built by Posterscope using Liveposter, were updated in real-time using TfL’s open data feed.. The maps formed part of looping advertisement hoardings at the site locations, with availability updated every time the screen refreshed.
The posters built on a previous trial of dynamic posters for the cycle hire scheme by TfL which were carried out earlier this year.
James Mead, General Manager of Santander Cycles, said: “With more that 750 docking stations across London, you’re never more that a few hundred metres away from one of our Santander Cycles. These great new dynamic adverts help people find their closest docking station, making it easier for people to hire, ride and return a bike.”
Daryll Plested, Group Communications Manager at Santander UK, said “We want to make the whole experience of using Santander Cycles as easy, fun and rewarding as possible. We want to improve how people find out about the scheme and how they make the most of the experience once they’re on their journey.
“Alongside the recently released Santander Cycles app, these new live maps will mean people who want to use a Santander Cycle can find and hire a bike quickly and easily, helping to encourage more cycling in London.
Glen Wilson, MD of Posterscope said “It is fantastic to see this bespoke and innovative use of technology make life easier for the millions of visitors and residents in London who use Santander Cycles. We wanted to help the cycle scheme make a real difference to London, so we’ve made it as simple as possible for customers to locate and rent a bike.
“Digital Out-of-Home media has the capacity to not only use data to inform more interesting relevant campaigns, but as this example shows, can also provide a useful service.”
The maps are live across London until the 9th August.
For more information about Santander Cycles, please visit www.tfl.gov.uk/santandercycles or follow @santandercycles

It's Pimm's o'clock for outdoor advertising writes Glen Wilson

The rise in weather-activated ads shows how the barriers to real-time campaigns are finally coming down, writes Glen Wilson, managing director of Posterscope.
You can always tell when summer is here. The sun is (mostly) shining, the beloved flip flops emerge from deep down in the wardrobe, and of course, posters of particular drinks brands that we all associate with summer start appearing.
One of those inescapably summery brands is Pimm’s. The brand positions itself as being the iconic drink of the Great British Summer, which means it’s making the most of its marketing now that we’re beginning to enjoy sunny temperatures.
This year, the brand is enhancing its relevance for consumers with a new digital out-of-home (DOOH) campaign that uses real-time weather-activated dynamic triggers to activate digital ads when the temperature reaches or surpasses 21 degrees, making a Pimm’s ad appear whenever it’s hot.
A new element of the campaign brought location into the real-time data mix in a partnership with Taylor Walker pubs. Using a beacon network, the posters count the number of smartphones at local venues using non-personal anonymised data, to tell punters where there are free seats to enjoy a jug of Pimm’s.
Using weather and data to plan marketing campaigns has been around for a while; however, now real-time dynamic triggers are enabling advertisers to use it in a way they never have before, and not just in hot weather.
In February this year, Vauxhall Corsa launched the first automotive campaign to use real-time activation, using weather-activated triggers to promote their new car’s heated features. Whenever the wintry temperatures fell below 5C, the ads highlighted the new Corsa’s weather-related product features, such as the heated windscreen, seats and steering wheel.
Tate Britain has also capitalised on weather activation using real-time technology. In June last year, the organisation launched a digital OOH campaign in which the weather was reflected by an appropriate work of art.
Different paintings, drawn from more than 500 years of British art, were automatically triggered across screens according to specific events or conditions such as weather, time of day, traffic flow and flight arrivals. For example, when the Met Office forecast bad conditions, the ads might display an image of Turner’s “The Storm”. This campaign produced a vast 14,400 creative executions over the course of its execution.
Advertisers’ increasing proclivity toward weather and temperature activation is indicative of their growing understanding of the potential real-time technologies hold for OOH campaigns, helping to create experiences for consumers that are relevant to the world around them using data such as time of day, weather and travel information.
According to Posterscope’s OOH Consumer Survey (OCS), in which in which over 5,500 people were surveyed about OOH campaigns, weather and location are cited by consumers as content they are interested in seeing on OOH screens. The technology’s potential was recently identified in an infographic by IDC which shows that there has been an 80 per cent increase in real-time ad sales year-on-year in the UK.
Additionally, Posterscope recently conducted research with its DOOH partner Liveposter, which found that respondents who were exposed to dynamic vs non-dynamic DOOH were almost three times more likely to recall adverts, citing “relevant messaging” as the reason behind this.
The industry is reaping the benefits of rapidly evolving consumer expectations – as they increasingly demand clever, connected ads that are worthy of captivating their attention.
The Outdoor Media Centre (OMC) put the OOH industry’s value at £250m in 2014, and we believe this figure could become as large as £500m in just five years, with the industry estimated to be delivering four billion impressions every two weeks.
When DOOH first came about, the industry represented just 2 per cent of all OOH spend. Jump forward ten years and according to Posterscope’s estimates 2015 will be the year that DOOH’s share of the market will increase to more than 30 per cent.
However, in spite of the growth potential, a roundtable discussing the current state of real-time that Posterscope hosted with leading brands and agencies such as British Gas, Microsoft and Starcom MediaVest Group found that whilst they had vastly reduced over the years, barriers to adoption still existed.
There is still a gap between the desires of advertisers and the ease and cost-efficiency with which real-time OOH can be applied at scale as the full necessary standardisation of systems doesn’t yet exist across the industry to provide the scale, consistency and agility to fully deliver the full potential of the technology.
However, such barriers are more than on the way to being overcome, in part thanks to the recently launched Liveposter Ad Container (LPAC) product, which is starting to provide the standardisation needed across the multiple media owner networks.
The app, built specifically for each media owner network, gives advertisers the ability to implement dynamic campaigns at easily, cost-effectively and at scale.
Furthermore, the entry costs that apply to an advertiser when thinking about dynamic campaigns have been reduced to such an extent that we will hopefully now see an increased level of optimisation and relevancy in campaigns.
The good news is that there is vast untapped demand for real-time DOOH campaigns. According to our research, 61 per cent of marketers say they want to integrate real-time in their DOOH campaigns, and an additional 47 per cent believe it would make their brand’s DOOH advertising more effective.
As evidenced by the increasing amount of weather-activated campaigns we’ve seen particularly over the course of this year, it would seem that as the barriers to real-time campaigns come down, advertisers are finally beginning to embrace the full benefits of real-time.
This article appeared in Mediatel

Burger King runs weather activated DOOH campaign

Through analysing 3 years of Burger King ice-cream sales data, it was established that when the temperature reaches 20 degrees this results in an ice cream sales uplift. Utilising the Liveposter platform and a live weather trigger allowed Posterscope to switch copy in real time from a “cold creative” to a “hot creative”. In addition Liveposter also enabled Burger King to display dynamic real time content referencing, for example, the local temperature, the location of each site and reference the time of day.  The campaign ran through July-September across London Digital 6sheets, Roadside 48sheets and Mall D6s.
 

Santander use live TfL cycle data to promote sponsorship of Boris Bikes

Earlier this year Santander took over the sponsorship of the Boris Bikes TFL Cycle Hire Scheme from Barclays.
To mark the ‘official’ launch of Santander Cycles, drive cycle use, and promote the downloading of the Santander Cycle App, Posterscope and Carat created an innovative digital OOH campaign using  TfL’s cycle data and live feed technology via the Liveposter Platform.
From July through to mid August 100 Adshel Live screens across the central-London area, covered by the cycle scheme, will each site show a unique map pinpointing the nearest cycle docking station/s with real-time information on cycles availability to helping to encourage cycle hire.
 
 

Pimm's launches weather activated OOH campaign

Diageo, the drinks giant, has launched a digital out-of-home campaign for Pimm’s, which will activate when the weather reaches a temperature of 21 degrees
The campaign features a bottle of Pimm’s along with a jug of the drink ready to be served, alongside the caption, “Best served with sunglasses.” The local temperature is also shown.
When the local temperature hits 21 degrees during peak commuter times the ad will appear and show the variations in temperature for the rest of the period.
The work will run for ten days across 12 Ocean Outdoor screens in London and Birmingham between 12pm and 4pm on Thursdays and Fridays, and between 4pm and 8pm at the weekend. It was planned by Carat and Posterscope.  The real-time element was provided by Liveposter.
Joanna Segesser, a senior brand manager for Pimm’s at Diageo, said: “Pimm’s is known by consumers as being the iconic drink of the Great British summer and consumer research has shown us that our media is not only more effective but also more efficient if it is linked to sunny weather.
“We are therefore really excited that for the first time digital out of home technology is allowing us to target consumers at just the right temperature when we know they are most responsive to our messaging.”

Campo Viejo creates real-time outdoor campaign for Streets of Spain festival

5 May 2015, London. Spanish wine brand Campo Viejo, owned by Pernod Ricard, celebrated its third annual Streets of Spain festival by incorporating user-generated social media content into its digital outdoor advertising, a first-of-its-kind campaign for the company. Held on London’s South Bank, the festival brought the food, wine, art, music and culture of Spain to one of London’s most popular locations for the full bank holiday weekend, from May 1st to 4th.
This year, visitors were encouraged to share their experiences via Twitter and Instagram using the hashtag #StreetsofSpain. For the first time ever, content shared to the #StreetsofSpain hashtag was then used in real-time on digital screens across London as part of Campo Viejo’s digital out-of-home (DOOH) campaign.
The outdoor activity was planned by Posterscope and Havas, and delivered the content to more than 100 digital screens across London using the Liveposter platform.
Samantha Brereton, client director for Posterscope, said: “This is the second time we have supported the Streets of Spain festival. This year we plan to help Campo Viejo build upon last year’s record-breaking success which saw 300,000 visitors join the festival, and are very excited to be using an extremely innovative and interactive outdoor campaign to help drive attendance.
“Using the Liveposter platform, we’re able to source visitors’ own content shared to the #StreetsofSpain hashtag in real-time, giving people across London a little taste of the festival. The festival is all about bringing Spanish life to London over the bank holiday weekend, and using visitors’ genuine experiences is the best way of representing that feeling to a wider audience.”
Lucy Bearman, head of marketing at Pernod Ricard, said: “Streets of Spain has grown from year to year, and we can’t wait to give this year’s visitors a taste of Spanish life this bank holiday weekend. There’s an incredible buzz across the weekend, and we’re delighted that Posterscope is helping us to spread that feeling by using visitors’ own shared experiences on digital screens across London.”