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Posterscope fuses the OOH industry currency with OCS

Posterscope fuses advanced OOH industry currency,Route,with OCS, the UK’s most detailed behavioural OOH Survey,to boost campaign reach & effectiveness

Out of Home and location marketing specialist Posterscope has fused its proprietary Out of Home Consumer Survey (OCS) with Route data to enable its planners to plan and buy OOH against a client’s core planning audience.
The OCS Route Fusion has been integrated into Posterscope’s location analytics, planning and trading platform ECOS and will allow its planners to quickly and easily re-create their clients’ precise planning audience, and then plan and optimise OOH campaigns against this at the same time as the much broader traditional buying audience.
This new depth of insight within OCS will also enable Posterscope to proactively analyse coverage and frequency and plan against audiences expressing interest in key moments such as sporting events, calendar events like Valentine’s Day or Easter, or environmental factors such as the weather, time of day and location.
Russell Smither, Insight Director at Posterscope, said: “Clients and agencies spend a significant amount of time, energy and money understanding target audiences, creating segmentations and then recreating these in media planning surveys such as TGI, OCS and Touchpoints to generate media and OOH insights.  By fusing our own OOH Consumer Survey (OCS) with Route we have streamlined the OOH planning process which will significantly increase the reach and effectiveness of campaigns, amongst the audiences that clients most want to reach.”
This more personalised approach to planning will lead to more accurate and efficient OOH campaigns and mean advertisers are reaching more of the people they most want to talk to.  For example, a rail digital six sheet campaign planned around “moments that matter” using the new OCS Route Fusion audience of “Men 25-64 who look forward to the Easter break” would deliver 40% more GRPs than the more traditional buying audience of Men 25-64.  Similarly, using an OCS Route Fusion audience of “Men 25-64 who get excited around major sporting events”, a rail digital six sheet campaign would deliver 21% more GRPs than the more traditional buying audience of Men 25-64.
About Route
Route (OOH Industry Currency) launched in 2013. The most advanced OOH industry currency in the world where 28,000 GB respondents’ movements are tracked over a nine-day period with sophisticated GPS meters. Route facilitates planning and buying across nearly all OOH environments for classic and DOOH based on key target audiences created using information derived from the Route respondent questionnaire
About OCS
Out of Home Consumer Survey (OCS) is Posterscope’s market leading survey in both the UK and across around 30 international markets. OCS generates in depth understanding on OOH communications by identifying consumer’s attitudes, perceptions and thoughts on different OOH formats, environments and dynamic content opportunities. OCS also identifies consumers’ attitudes towards seasonal events, an understanding of the consumer journey on over 20 product categories with usage and affinity towards 250 brands.

Route Research is two years old….

Route is two years old! Happy birthday to them….
2015 holds new opportunities for users of Route data. For starters, please see the notable updates in the next publication, R14, below.
Sample size
The Route GPS survey is ongoing. It continues to capture information about how people move about, and what they do.
The most recent year’s fieldwork will be absorbed into the next data release (‘year 6’, 2013-2014).
And to ensure that the sample reflects what people are doing in the real world, the first year of respondent data is removed, to keep the sample rolling.
The sample in the four releases that will appear over the next year will therefore be 29,808.
New counts added
In addition, R14 will see all the transport counts updated. A reference sheet on the Route website tells you all you need to know about how Route is kept up to date.
Revised geography
And it doesn’t stop there, because R14 will also see new geography included. The significance of redrawing boundaries is that populations and densities can change. You may find that an identical campaign will produce different results compared to R13 or earlier.
Have a look at the new populations page to see where cities have changed.
New locations
You will also see exterior airport frames and some new shopping centres in the data.
Data by day now approved
Reach and frequency data has been produced in day segments, allowing you to plan for a specific day or set of days.
These data have been assessed by the route technical team, and are now approved as gold standard Route currency.
If you would like to use these data, please speak to your software provider.
Any questions?
The Route website lists all of the common questions asked about the research and the data, on the FAQs page. For example…..
What happens if I specify a date?
It is possible to incorporate the effect of illumination into a campaign. Frames that are lit from above or behind, or that are digital screens, are more likely to be seen in the hours of darkness. Because the length of these hours changes across the year, we have incorporated an adjustment. So you can opt to include the ‘illumination factor’ by specifying the date of your campaign. However, the function does not alter audience estimates according to the season or time of year.
When you add new questions to the questionnaire, are they transposed onto older respondents?
A respondent can only answer the question that they have been asked themselves, so new questions can’t be transposed onto older respondents. The sample number will therefore relate to the number of people that have answered it.
When are new environments added?
Once they are produced, environments are subject to validation and approval. They are then published on set dates. The schedule for these is available in a document on our website- reach it by clicking the ‘get schedule’ button below.
Next month Route will highlight some of the changes that come with R14
And in the spirit of springtime, why not refresh your knowledge of the innovative Route method by reading James Whitmore’s latest blog on measuring digital.

Posterscope Highly Commended for Analytics in Action Awards 2014

WINNING WAYS WITH DATA
How can you be sure billboard posters for a new movie or car launch are in the right location? How can you make cuts to a fire service and at the same time improve the protection it gives to local people? How can you ensure that each of your customers receives exactly the right offer at the right time? And how do you arrive at these decisions? Through gut instinct… or data-driven insight.
These were just some of the challenges described by entrants to our first ever Analytics in Action Awards. MT has partnered with Accenture Analytics to create a set of annual awards that recognises and rewards the organisations of every size and sector that are successfully positioning analytics at the heart of their operations and are turning their data-driven insights into positive action and outcomes for their customers and clients.
Yes, organisations are collecting more data than ever before. But their opportunities lie not in collecting the data, but in using technologies to analyse and find insights that innovate the way they carry out their business and solve important problems for the people they serve.
Yet, while few would dispute the value of data as a source of business ideas and opportunities, changing attitudes about the role of data in decision-making remains a work-in-progress in some organisations.
In many boardrooms, data-based approaches still lose out to the instinctive style of decision-making. ‘These awards suggest that a growing number of organisations are now including the scientific side in the mix along with intuition and experience, which collectively make up the art and science of decision-making,’ says Ray Eitel-Porter, managing director of Accenture Analytics.
‘With business operations accelerating and decision-making occurring with real-time immediacy, the weighting of these tools will inevitably need to shift in favour of data-based approaches.’
We invited entries from teams who are helping their organisations to adapt, coupling the explosion of data with the power of analytics, whether that’s to optimise business functions and processes or converge marketing with sales and customer service to create an end-to-end customer experience. The quality of entries to this inaugural awards suggests usage of analytics is rising, that organisations are expanding their predictive capabilities and their leadership is supportive.
But drilling down to the details of each project reveals a more nuanced picture. The effective application of analytics can require changes to long-established business processes, which is never easy. Likewise, finding the right way to embed the power of analytics in business operations isn’t obvious. Our Analytics in Action Awards suggest that the winners will be those organisations that manage to infuse insights into operations, embedding analytics into business processes in a robust, industrialised way and generating the right action recommendations to the right role at the right time.
‘Developing a repeatable decision-making process that gets the most out of data and analytical methods should be a high priority for any organisation interested in making the right decisions for its customers, clients, shareholders and employees,’ says Eitel-Porter. Over the next few pages, we acknowledge and congratulate our award-winning organisations, which have made analysis an integral part of their everyday processes, changing they way they do their work and create their value.
Highly commended: Posterscope
This OOH communications agency is using Route, a GPS study that measures the movement of consumers and other data sources to build the world’s first location-based optimiser for planning poster site campaigns. Posterscope claims this delivers an audience increase of up to 20% compated with a traditional campaign.
The judges said: “Innovative and inventive- we’re really excited to see how Posterscope will explore and exploit potential insights.”
Via: Management Today

Out of Home Adspend Forecast to Exceed £1bn in 2014

In the final part of MediaTel’s series looking in detail at the latest UK adspend forecasts, Suzy Young, data and journals director at Warc, exmaines how new digital technology is accelerating growth for the out of home sector.
In Q1 2014, out of home advertising expenditure dipped 2.2% compared with the same period a year ago, according to the latest data released in the Advertising Association/Warc Expenditure Report this week. But this is expected to be just a temporary blip, and Warc forecast consistent growth throughout the rest of the year and into 2015.
Warc predict annual growth in the out of home sector of 2.7% in 2014, reaching a total of £1,017m. This is the first time the sector will have surpassed the £1bn mark. The pace of annual growth is expected to accelerate to 5.9% in 2015, or £1,077m.
In recent years the out of home sector has performed consistently well, recording year-on-year growth in all but four of the last 31 years, with these dips occurring in line with the total ad market, following economic recessions and the dotcom crash in 2001.
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Note: Outdoor Media Centre; AA/Warc. Source: AA/Warc Expenditure Report.
The London Olympics in 2012 provided a significant boost to out of home ads in particular, with spend rising 25.4% year-on-year in Q3 2012 and helping the annual total increase by a strong 9.5%.
According to YouGov research, 62% of visitors to the Games were aware of outdoor advertising related to the event. Consequently, the AA/Warc had initially forecast a drop in adspend for 2013 given the lack of a similar event, but out of home maintained its upward trajectory to register growth of 2.0%.
One of the key reasons for this success is the sector’s rapid adoption of new digital technology. As the chart shows, digital’s share of total out of home advertising expenditure has grown significantly over the last 11 years – when the traditional vs. digital formats were first tracked. Digital adspend has grown from a 1.4% share of adspend in 2003 to a 21.6% share in 2013.
Mike Baker, CEO at the Outdoor Media Centre, said: “In 2013, outdoor beat expectations, growing 2% over the spectacular Olympic year. What’s behind the continued growth? Digital is the main driver, with consistent investment by media owners into high profile sites such as Clear Channel’s Storm panels on Cromwell Road and Outdoor Plus’ Vauxhall Cross.
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Note: Outdoor Media Centre; AA/Warc. Source: AA/Warc Expenditure Report.
“Importantly, the footprint of digital has expanded geographically, including JCDecaux’s Trinity Leeds, Mediaco’s Citylive sites in Manchester, as well as new sites in Newcastle (Ocean), Birmingham (Signature) and Glasgow (Forrest) and Cardiff (blowUP).
“Advertisers continue to find a place for outdoor on their schedules, and the number of million-pound clients now stands at 159. Route, our audience measurement system, now covers just about all the environments.”
According to the Route research carried out by the Outdoor Media Centre (and also published in topline form as part of the Expenditure Report), roadside panels accounted for 28.4% of all out of home panels monitored in March this year (372,818 panels). The next biggest formats were tube carriage interiors at 24.4% and bus panels at 18.1%, as detailed in the chart below.
3
Source: Route, Outdoor Media Centre; AA/Warc.
Via: MediaTel

Emirates Promotes New Aircrafts Targeting Gatwick Passengers

In early June Emirates became the first carrier to regularly fly A380s into Gatwick; we created a campaign that promoted the additional capacity of these aircrafts and the expanded destinations flown.
The two-week campaign which runs until the 22nd June, spans across OOH, press and online and reinforces the perception that Emirates is a modern brand, leading the way in aviation. The campaign messaging allows us to shout about the ‘new news’ that Emirates regularly fly A380s into Gatwick, whilst also serving to leverage market share drivers such as safety and modernity.
In order to promote Emirates new aircraft flying out of Gatwick, Posterscope executed a location-specific campaign featuring over 97 different pieces of copy across numerous different OOH formats and environments. The campaign features regional OOH across large formats in order to raise awareness in an impactful way. By overlaying our mapping tools onto the Gatwick catchment, and utilising postcode data, we were able to identify the highest populated areas within a 60 minute drive of Gatwick. This ensures we target the most relevant areas. Using ‘Planner,’ our proprietary algorithm based optimiser app, data was combined for planning the most relevant formats in the market and audience delivery was reported through Route data.
A Victoria Station Domination is also being used to provide significant standout in the hub station for Gatwick airport. This key commuter station targets anyone heading towards Gatwick, with over three million potential passengers passing through it each fortnight.
In addition to this, geo-targeted press titles and online placements as well as digital activity are being used to support OOH.
This campaign was planned and booked with Posterscope and Havas, with creatives by Geometry.

It Cost £19m to Create. Is Route Worth It?

The audience measurement system took five years to make, but is it fulfilling its potential? Maisie McCabe reports.
Since outdoor’s big audience measurement system, Route, launched in February last year, most people in the sector have refrained from publicly criticising it. Yet mutterings of discontent persist. Agencies are still working out how they can use the data, or whether they should use it at all.
Route, or Postar 2 as it was originally known, was conceived as the most comprehensive outdoor media measurement system in the world. In addition to audience data for roadside panels (which Postar 1 provided), Route measures the reach of posters on the London Underground, on buses and in shopping centres. The project cost outdoor media owners £19 million and rolled out three years late. Some believe it should have been delayed even further.
The problem with developing an audience measurement system over five years is that media moves so quickly. Route used GPS meters to track people’s movements; now you can get that data and more from mobile operators. Moreover, by buying a planning system off the shelf rather than creating a bespoke one, industry insiders say Route missed an opportunity to get the most out of the high-quality data.
The two biggest specialists, Dentsu Aegis Network’s Posterscope and WPP’s Kinetic, decided not to rely on Route’s Telmar Quantum planning system. Instead, they built their own – at a significant cost – to crunch raw data. Interpublic’s Rapport waited until it had the data to make a decision and is now planning its own. Talon, which works with Omnicom agencies, uses the system along with other data sets.
Another issue (and some would say a minor problem) is the reliability of the information media owners provide about their poster sites. Grumbles from some quarters suggest some of the larger media owners have been slow to update information about the angle and viewability of their sites. Others counter that this process is happening but, due to the sheer volume of sites the Outdoor Media Centre needs to validate, it takes some time.
Although everyone can agree that the data is world-class, there is still much work to be done.

MAYBE Chris Marjoram, managing director, Rapport UK

“Route is genuinely ‘big data’, which is changing the way we plan and buy out-of-home. Yet not nearly enough is being done with this rich data set, which the industry as a whole must take responsibility for. Collectively, we must do better.”

YES Annie Rickard, chief executive, Posterscope

“Route is fulfilling its potential for Posterscope clients but only because we’re investing heavily behind it. Our system can deliver more audience. We’ve increased effectiveness by fusing Route with third-party data sources such as EE.”

YES Nick Mawditt, director of insight and marketing, Talon

“Route is giving out-of-home much more. But we have more to achieve in terms of translating behaviour into delivering real-time impacts. We need to embrace mobile data as part of Route so a more integrated solution is on offer.

NO Tim Bleakley, chief executive, Ocean

“Outdoor is where you can reach light TV viewers in droves and at a discount versus ITV. When Group M has diverted £100 million to digital out-of-home to prop up the declining ABC1s they reach on TV, I’ll know Route has taken root.”
Via: Campaign Live

Route Adds Out-of-Home Supermarket Data

Out-of-home research body, Route, has announced that data for supermarkets has been added to its survey as the organisation signs up two Group M agencies.
Route, which was created last year to supply a new audience measurement currency for the outdoor medium, has measured the outdoor sites at a variety of shopping areas and major motorway services across the UK, with MEC and M4C the first pure play media agencies to sign up to use the research.
The first retail data available currently covers 6,000 sites, including the largest 1,323 supermarkets across the country.
The research, which uses GPS data to reveal the average time spent in the vicinity of any given location, can be broken down into demographics, including age, class and lifestyle, giving a greater insight into the way in which people view and are affected by outdoor advertising.
The latest findings reveal that the average time spent in the vicinity of a supermarket is just over 30 minutes, with the average weekly audience for a billboard in a supermarket parking area or entrance is 20,610.
To create the figures, Route’s ‘digitises’ real world environments, in this instance creating 46,000 separate pathways, connecting 8,850 entry and exit points around outdoor retail spaces.
“I believe we have once more broken ground in audience measurement,” said James Whitmore, managing director, Route.
“The detail involved in modelling is astounding, and the end product will enable out-of-home to plan, trade and evaluate with even more sophistication”.
Via: MediaTel

JCDecaux to Trade on Audience Insight for New SmartScreen

JCDecaux has unveiled SmartScreen, its new insight-driven digital network of six-sheet screens, which will launch across 400 Tesco stores nationwide on 7 April.
The scheduling system, called JCDecaux CAPTAIn, will be powered by dunnhumby insight to help brands schedule advertising messages to shoppers across the UK.
It will automatically increase or reduce the frequency of display according to audience insight in order to show creatives at optimal times.
Chris Felton, the head of agency marketing at JCDecaux, said: “There may be certain times of the day or month when product sales are at their highest. So we can work with brands to figure out when this is and we can then target relevant groups of shoppers based on those findings.”
The outdoor industry has long talked about moving away from trading posters and digital sites on a panel basis and JCDecaux hopes that SmartScreen will be part of a move towards delivering campaigns based on a clients’ target audience.
SmartScreen research found the sales uplift by digital screens is nine per cent higher than non-digital posters at supermarkets.
Via: Brand Republic

Route: One Year On

Will the results of our research act as causation for business change? It is a fundamental question that is perhaps too infrequently asked.
Research is big business in the advertising media industry, and it is fuelled by three primary drivers.
Firstly, the requirement for the media owner to provide accountability for the media estate that they own.
Secondly, for the advertising agency to capture insight which gives them a specific and valued viewpoint.
Finally, for the client to seek an understanding which can be harnessed to improve the communication of their message.
In theory, these three drivers should work in harmony, as the profitability and sustainability of all three parties are closely aligned.
Enter stage left Route, the out-of-home audience measurement system. A project funded by the powerful combination of two of these three stakeholders – the media owners through the Outdoor Media Centre and the agencies through IPA Outdoor, to the tune of some £19,000,000 and still counting. That entrance was on 26 February 2013, now one year ago, and yet the show remains firmly stuck in Act 1.
It has taken the last 12 months to introduce all the main cast members, roadside, bus, Underground and train. Indeed, we still await the arrival of some important character parts – retail, airport and pedestrian environments.
Further additions such as leisure and taxi audiences are expected to follow in 2015. This is not to say that the show has gone wrong. Make no mistake, this is a huge, ambitious and ground-breaking piece of work. And in the field of “science or technology” it has been recognized as such by the Government, with special status due to the gaining of new knowledge of “big data” collection and analysis
As a result of its complexity, it was agreed that the introduction of Route data into the market would take place in stages. This would allow for the concentration of development resources, for the market to begin to assimilate the data, and as is always the case when there is a requirement for significant business process change, time for people to embrace it.
From what is currently available, we have already identified three valuable principles.
Firstly, the principle of “Enabling Efficiency” by using Route to help select the most appropriate groups of frames for a defined audience within any one format, it is now possible to improve the quantity of impacts achieved. This has long-term implications for demand, supply and therefore pricing of frames against their ability to deliver audience, rather than the proxy legacy of real estate size.
Secondly, the principle of “Driving Planning”, because the consistent methodology of Route unveils the true comparative audience impacts delivered within different environments and by different format types. An emotional or subjective preference for one choice over another will need to be qualified by its measured delivery against the target audience in comparison to the alternatives.
Thirdly, the principle of “Authenticating Knowledge” by revealing such facts as, perhaps surprisingly, it is still the traditional billboard which can collectively deliver the greatest audience reach per 1,000 frames out of any individual format.
This research is certainly bringing us new and relevant information. Integration with TouchPoints, which is being developed by the IPA, and further investment into integrated systems will allow Route data to be used alongside other data and additional sources increasing the relevance of the output for all parties.
It will also provide a much improved data source for econometric modelling which has been poorly supplied with inadequate out-of-home data, creating relatively low-grade and therefore less-reliable analysis and forecasting.
As we enter its second year, the stage is now set for Act 2 ,where the industry has the opportunity to bring this data to life. That is to meet the challenge of the fundamental question and actually change planning and trading practices to more accurately reflect our quantified understanding of how out of home reaches audiences.
It is never easy to change established practice and process, but we need to do that before we can applaud ourselves and realise for all the stakeholders the value of our investment.
Via: BrandRepublic

James Whitmore, MD of Route, Discusses the Growth of Complex Data

There is a seesaw in the media playground. On one side sits creativity, judgement, knowledge and experience. On the other sits mathematics.
The dynamic has shifted occasionally over the years. One would say that the long-term trend has been for the right brain (creativity) to dominate the left. There have been fleeting moments when the equilibrium has been disturbed but there haven’t been any really wild shifts.
That is, until now.
After a period of pussyfooting, there is, increasingly, evidence that the siren call of data is seducing more than just the visionaries and early bullshitters. It’s more than a feeling. It’s everywhere. Take two random examples from the past week.
Sky IQ’s recent survey suggests that three fifths of agency respondents do not agree that creativity is more important than data in making a successful TV campaign.
ABC’s Interaction 2014 event conducted a poll of the auditorium, which suggested that by two-to-one, “big data” management outscores reaching the right audience as the key concern of our industry.
Exciting times, scary times, changing times.
Let’s start with a caution. It is often easier to see the comedy of error in other areas of life.
It is reported that in personality tests, Paul Flowers the Crystal Methodist, outperformed the other candidates for the non-exec Chair at the Co-operative Bank. It cannot be that the selection board ignored the merits of the competing track records, CVs and interviews in favour of a “neutral” set of statistics. Can it?
In their new book, “Where Historical Figures Really Rank”, Skiena and Ward order the relative importance of historical figures, artists and literary figures by dint of an algorithm. The computation relies on what can be found on the internet, principally from Wikipedia.
Volume of coverage is a key criterion. Would Aristotle move up from number eight if more verbose contributors had written his entry? And what would happen if Wikipedia gave due reference to his tablet use that pre-dates Steve Jobs by more than two thousand years?
In a normal experiment based on the laws of physics, one would expect the heavier character on the seesaw to prevail. But what if one player simply expands by dint of hot air? It grows and grows and has yet to pop. It is not heavier, just bigger. Do you cower in awe before the mighty blob? Or do you stand up for equilibrium whilst others simper in acquiescence?
We’ll go back to the ABC event. The audience witnessed a presentation on the mysteries of “viewability” for online ads and within an hour managed to vote the same medium as the most accountable. It was all a bit of fun and people’s guards were down, so we should not take it too seriously. On the other hand, it perhaps hints at a broader truth that for some, the presence of data is often enough in itself.
But that is to carp. There is a huge amount of creativity and experimentation in data aggregation and agglomeration. The opportunity to identify sources of information and make inspired choices about how and when to employ them is immensely liberating.
The warning for an audience research body, such as the one I represent for the out-of-home medium, is that it cannot just go out and bang data together. Livelihoods depend on a robust, consistent and rigorous currency.
In many ways, Route is already a pioneer in combining complex sets of census data with equally labyrinthine survey results. For example, we know every click of every gate of every tube station for every quarter hour of every day of every week for every month of the year and we combine them with second-by-second GPS statistics for known individuals as a start point (!) to understanding who sees what in an underground station.
On the other hand, seemingly easy wins take an age to even get into first gear. Figures such as those of mobile phone operators would appear to offer a compelling source for location information. They may, but first one must overcome obstacles such as what the data truly represent and how representative they are.
Understand what is to be found, and what is lost, in an aggregation of data points. Learn of the consistency and accuracy of the readings. And then determine the value of the gain to the industry’s understanding of how the population conducts its day-to-day business and finally judge if it is a price worth paying.
I’ll finish with a cautionary tale. One very late night about twenty-five summers ago, I found myself squashed in the back seat of an overcrowded, overheated car, circling a village near Ely in search of a “blinding party”.
We were definitely in the right place but could not hear a single beat or sight a flashing light of any kind. What was not discovered until the following day was that our trusted guide and driver had misspelt the name of the location. The similar sounding village that we ought to have sought was over twenty miles away in another part of Cambridgeshire. In research terms, the “fusion hook” – the ability to spell, was wonky.
Via: MediaTel