The online portal, which is open to Primesight’s customers, will provide instant access to consumer feedback by reporting data on campaign awareness and resultant changes in attitudes and actions as they develop during the campaign period.
British Gas’ Hive Active Heating is running a digital out-of-home campaign in Manchester following its successful launch campaign in London last October. The campaign’s aim is to highlight Hive Active Heating to commuters and travellers heading home to a cold house during the long British winter, reminding them that with Hive they can control their heating and hot water from their phone.
This latest fully-automated, data-driven campaign which features roadside/pedestrian formats and sites within the rail and airport environments, updates every 10 minutes at each location based on a pre-designed rule set, to ensure each execution is contextually relevant. The roadside/pedestrian formats, for example, features different creative copy triggered by 24 local weather conditions (by post code), whilst the airport and rail sites use live flight arrival data at baggage carousels along with local temperature and flight origin temperature, and live train departure data.
Vanessa Lenahan, business director at Posterscope commented “it is always exciting to work with brands like Hive who constantly look to innovate within the OOH medium’
Brands and agencies thrash out how to break down barriers in DOOH and unlock the value of ‘right-time’ data-informed creativity. The Drum reports on the recent roundtable hosted by Posterscope.
Investment is flowing into the digital out-of-home (DOOH) space, with more than £75m expected to be invested in the infrastructure this year, yet it’s clear there are some major barriers to overcome if it’s to receive the place it deserves on the media plan.
Confusion over the term ‘real-time’, conflict between creative and media buying agencies, lack of a DOOH-dedicated trade body, and the outdated method of buying, were among the issues tackled by agencies and brands at a recent roundtable debate hosted by Posterscope.
A broad spectrum of agencies, brands, outdoor media owners, and specialist start-ups gathered in London to thrash out what the remaining barriers are to take-up and how the industry must collaborate to unlock the real value of dynamic DOOH.
British Gas’ Hive, 20th Century Fox, Denstu Aegis Network, Starcom Mediavest, M&C Saatchi, Microsoft, AOL, Liveposter, Ocean Outdoor, and Clear Channel were among those participating in the debate
To access the White Paper click here
Via: The Drum
This report has been published following qualitative and quantitative research conducted by Posterscope into real-time out-of-home (OOH) capabilities and understanding.
‘Real-time’ advertising provides the ability to automatically activate and / or update advertising using live data or content. It has become an area of increasing interest for the OOH industry and advertisers as access to data and digital out-of-home (DOOH) inventory has become more prevalent.
Posterscope held a roundtable with industry leaders – including 20th Century Fox, British Gas (Hive Active Heating), Microsoft, Movember, Doddle, Clear Channel, Ocean Outdoor, AOL, Trigger Buzz, M&C Saatchi, Starcom MediaVest Group and Dentsu Aegis Network – to understand the challenges the industry faces in realising DOOH’s real-time potential.
Posterscope also surveyed more than 100 UK marketing leaders to determine current attitudes towards real-time in DOOH campaigns and industry readiness for adoption.
Click here to read the report
To create awareness around Norweigan Airline’s direct long-haul destinations from Oslo to New York, Miami, LA, San Francisco, and Bangkok, they decided to give shopping mall visitors in Oslo a unique experience. Connecting them live with a special Norwegian Red Cab in New York. Real-time
Created by the guys at M&C Saatchi in Stockholm.
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Via: Digital Buzz
The last couple of years have seen the out-of-home (OOH) industry evolve more rapidly than ever before, but 2015 is set to be the industry’s most transformative year yet. An ever expanding network of digital inventory and increasingly sophisticated targeting technologies are enabling advertisers to increase both campaign efficiency and effectiveness, reaching their audiences in creative and engaging new ways. Here are Posterscope’s top five predictions for what 2015 holds for OOH advertisers. Click here
These predictions are just the tip of the iceberg. We’ll also see advances in OOH accountability, increasing amounts of content served via DOOH screens and a growing focus on furnishing consumers with experiences via multiple channels. The industry is at an incredibly exciting moment in its history, and 2015 will see it become an even more important consideration for advertisers.
Online department store, Very.co.uk, will promote daily deals in real-time across out-of-home sites as part of an integrated campaign in the lead-up to Christmas.
For two weeks during December, the British public will see the best deals available each day from Very.co.uk through real-time OOH ads using Liveposter technology. The offers will be showcased across a variety of locations including rail, roadside and cinema through an advent calendar creative in keeping with the festive spirit that has been designed by St Lukes.
The activity forms part of the wider Christmas campaign that has been devised and implemented by media agency Vizeum and OOH specialists Posterscope. The aim is to offer Very.co.uk the flexibility to be reactive and deliver the most relevant content possible across different channels. In November, this involved using radio schedules and a flexible template to change messages at short notice.
Jon Owen, retail brands and trading director at Shop Direct, the company behind Very, commented “The countdown to Christmas has begun and following a hugely successful Black Friday we move into our Cyber Week deals where it’s important that we’re able to bring consumers our most up to date offers. We’re delighted to have the opportunity to do this in real time by taking such a flexible and innovative approach. ”
Leia Reuter, Business Director, Posterscope said: “Retail brands are always looking to take greater control of their advertising, delivering the most relevant content possible at the right time. This campaign uses Liveposter’s technology to do just that in the most efficient way possible by allowing Very.co.uk to make sure that consumers are receiving deals on products that are available now.”
Via: The Drum
As the UK prepares for the one of the biggest shopping days of the year, Posterscope‘s Glen Wilson looks at how retailers can use out-of-home to really reap the rewards.
Black Friday is the biggest online shopping day of the festive season. What started as a US phenomenon in which retailers across the country slashed prices the day after Thanksgiving, Black Friday was brought over to the UK by e-commerce giant Amazon in 2010.
Now firmly a fixture in the UK’s Christmas retail firmament, a recent report by Visa Europe forecast that British shoppers will spend more than £1 million every three minutes this year. That’s £360,000 every minute, or £6,000 every second, as consumers race to take advantage of the widespread discounts.
Given that UK consumers are set to exceed the £200 million spent on Black Friday last year, it’s understandable that retailers across the nation are keen to capitalise on the event this time around.
However, as easy as it is to get swept up in the Black Friday buzz, what’s really important for retailers is that the day kicks off a particular retail sales pattern that holds true until Christmas. It helps open up consumer wallets in a way that no other day of the year does, and if retailers are smart about how they advertise, they can ensure those wallets stay open right through to the New Year.
Nowadays everyone has a smartphone in their pocket, which means the landscape has changed for out-of-home advertisers. In November and December 2013, mobile sales reached 35.6 per cent of all online sales (tablets accounting for 22 per cent and smartphones 13.6 per cent). Mobile also accounted for almost half (47.3 per cent) of all online traffic (smartphones accounting for 25.2 per cent and tablets 22.1 per cent).
The rise in 3G and 4G, coupled with smartphone penetration reaching over 70 per cent of people in the UK, means there is little to no distinction in online or offline – consumers are now always on.
A recent study by Deloitte reveals that some 40 per cent of physical shop sales will be digitally influenced, meaning consumers will use some form of digital technology to inform or facilitate their purchase. As consumer connectedness increases, marketeers need their advertising to become more responsive to consumers’ needs, preferences and behaviour, especially during big events such as Black Friday where deals can be changed every few minutes. It’s an urgent day with limited time to make an impact.
However, planning for Black Friday and the Christmas period isn’t so much about real-time advertising than it is about “right-time” advertising. Mondays are often the most popular day for online sales, Saturdays for smartphone sales, weekdays are best for PC sales as people tend to buy things whilst they are at work, and evenings see the most tablet usage and therefore ultimately sales.
So advertisers looking to inspire online sales could offer specific online discounts for customers via out-of-home (OOH) on their commute to work on Monday mornings, or try and coax people into stores on Saturdays with location-specific deals.
Of course, real-time does still have a role to play. Where it can be most effective is in being used to influence particular types of sales at the best possible times of day, and helping retailers track a sale to better understand and influence the consumer’s path to purchase. In Black Friday terms, this could be tracked by the amount of people being influenced by the individual ‘limited time’ deals that are offered throughout the day.
For real-time to work properly it needs to be part of a strategy, and offers need to be informed by data to stimulate sales behaviour. Location, weather and social media data can all help advertisers tailor ads and placement via particular criteria, and can also help to tailor in store deals to make them both more personal and more relevant.
There are several big players involved in Black Friday in the UK space, including John Lewis, Asda and Amazon. Asda, owned by America’s biggest retailer Walmart, last year ran flash promotions within stores, leading to chaotic scenes as consumers rushed to pick up products for “earth shattering prices”.
Amazon this year announced it would be running deals from as early as Monday 24 November to build momentum and customer loyalty before D-Day, including discounts as high as £1,000 off cameras. John Lewis is said to be offering proactive deals, as opposed to price matching, for the first time ever.
There is a huge opportunity for OOH to help support campaigns like this in a more reactive way that better relates to the way in which people spend. OOH now has the infrastructure in place to produce more effective advertising campaigns than ever before, and no sales period is more measurable or more lucrative than the Christmas period Black Friday kicks off.
Data can inform smarter, better, more effective campaigns planned around how, when and where their target audience want to buy. By embracing the power of the new OOH infrastructure and the data that informs it to plan themselves around consumer behaviour, retailers can help ensure that their Black Friday activity kicks off their biggest Christmas ever.
Via: Media Tel
Posterscope hosted a round table event at the Ham Yard Hotel in Soho on the morning of Tuesday 25th November.
The event, hosted by Glen Wilson, Posterscope MD and chaired by Gideon Spanier, Media Editor of the London Evening Standard/Independent, was about realising the potential of real-time.
- Andrew Morley- CEO Clear Channel UK
- Paul Grosvenor- Senior Marketing Manager, Hive
- Stephen Wise- Founder, TriggerBuzz
- Zaid Al-Qassab- CMO Housetrip/Movember
- Tim Bleakley, CEO Ocean Outdoor
- Noel Penzer, MD AOL
- Paddy Earnshaw, Marketing Director, Doddle
- Tracy de Groose, CEO Dentsu Aegis Network
- Chris Green, Marketing Director, 20th Century Fox
- Tom Bazeley, CEO M&C Saatchi
- Adam Foley, Head of Strategy, SMG
- Tara Powadiuk, Global Media Partnerships, Microsoft
- Dan Douglas, Founder and MD, Liveposter
Trade media attendees:
- Jessica Davies- News Editor, The Drum
- Ronan Shields- Executive Editor, Exchange Wire
- Ellen Hammett- Reporter, MediaTel
A white paper and press release about the event will be published in December.
British Gas’ Hive Active Heating has mounted a digital out-of-home push to highlight its product to commuters and travellers heading home to a cold house as summer draws to an end.
Running on digital screens across London train stations, bus stops and office foyers, the responsive ads feature temperature updates and tailored messages to remind travellers and commuters that with Hive they can control their heating and hot water from their phone.
Using Liveposter the feeds deliver bespoke messages – such as ‘Chilly back in Blighty? Get your home all cosy from your phone’ and ‘Keep the Malaga Mood. Turn on your heating and hot water from your phone’ – and pull in arrivals and delays via live feeds as well as temperature details.
Transvision screens at London train stations and digital six-sheets at bus stops let commuters know when transport is delayed and remind them to warm up the house while they travel. Office foyer messages serve up temperature reminders.
“As the nights close in and temperatures drop, we want to remind busy, active Londoners and commuters there’s a clever, easy way of staying in control of central heating as well as energy costs,” explained Pamela Brown, head of marketing and insight for connected homes at British Gas. “We love this campaign, as it uses smart technology to communicate a smart brand idea – you can now control your heating and hot water wherever you are.”
Created by CHI&Partners, the digital out-of-home push was planned by Carat media and implemented by Posterscope and forms part of a wider campaign spanning TV, radio, digital and social to drive awareness of Hive Active Heating.
Hive launched in October 2013 with 100,000 households now using the product to control their central heating and hot water.
Via: The Drum