Posts

Outperform Phase 2 examines smartphone brand action during Black Friday period

Pioneering Study Reveals Out of Home Drives Significant Uplift in Smartphone Brand Action During The Black Friday Period
In April 2016, Outsmart, the trade body for the Out of Home (OOH) industry, released a pioneering study called OutPerform. By joining forces with leading market researchers, Ipsos and OOH industry measurement body, Route, Outsmart explored how the medium performs in today’s connected world, especially with the proliferation of the smartphone.
The groundbreaking study, believed to be the biggest of its kind, investigated how public journeys can become personal stories among 16-44 year olds in the UK and more importantly, revealed that OOH activity drives +17% uplift in smartphone brand actions.
In the original study, the Black Friday period was excluded because it is an atypical event however, having now compared the Black Friday data with the overall fieldwork data, we can see that the uplift in smartphone brand actions increases even further to +36% during Black Friday week versus participants unexposed to OOH.
The categories that contributed substantially to the +36% Black Friday uplift were Retail, Technology, Finance and Entertainment.
Consumer behaviour during the Black Friday week also changed significantly with OOH driving +23% more web visits and +9% more searches compared to a control week. Furthermore, it saw +33% increase in searches or web visits that reference the brand or campaign tagline among participants exposed to compared to participants unexposed to OOH.
Tim Lumb, Insight and Effectiveness Director, Outsmart, commented “In an age of snapping, searching, sharing and shopping, OutPerform proves that OOH converts brand advertising into brand behaviour and highlights that OOH and smartphones, now more than ever, are a very powerful combination for brands to make connections with people.”
Find out more wwww.outsmart.org.uk

eBay Launches 24-Hour Christmas Windows in Australia

In contrast to the traditionally blustery holiday season in the Northern Hemisphere, Christmas in Australia is a sunny experience. Barbecues and fresh seafood replace heavy holiday dinners, and scarlet Christmas bush blooms substitute hearty evergreen trees.
Despite varied climates, the holiday period is prominent retail season in both hemispheres. Inspired by Australia’s unique holiday experience, eBay Australia has deviated from its traditional online model to produce a series of physical, interactive window displays for the 2014 Australian Holiday Season.
eBay’s AU holiday window campaign, entitled “eBay Shoppable Windows” ran from 7:00am on Thursday, December 4th, to 8:00pm on Sunday, December 7th, at the Custom House Forecourt in Sydney. The campaign included four windows that were open for 24 hours each day. Viewers enjoyed the products in each display, browsed product details on a 46-inch installed screen, and purchased items directly via mobile phones.
The window displays were eBay’s response to an internal holiday shopping report, which indicated that 65% of Aussies associate the holiday shopping season with physical cues such as Christmas music and decorations, and 37% get their gift inspirations directly from display windows. With both sensory details (including a snow machine and carol playlist) and mobile capabilities, eBay designed its windows to blend sensory shopping influence with online convenience.
In Australia, December 4-7 was predicted by eBay’s research team to be the year’s busiest period of online shopping. December 7th, the final day of eBay’s campaign, was predicted to be the nation’s busiest online shopping day: eBay expected 2.6 million visitors the AU site, 1.5 million via mobile. The company expected to sell at least 200,000 items through its mobile application, a 48% increase from 2013.
eBay’s physical campaign is the first 24-hour shoppable window display in Australia.
Via: psfk

Microsoft Target Tech Audiences with OOH Campaign

Microsoft are highlighting the sophistication and functionality of the Lumia phone personal assistant app Cortana with a special build giant poster on blowUP media’s Old St/Rivington St site in the heart of Tech City in East London.
The standard 123 sqm banner is being augmented by an eye catching digital light element demonstrating the different emotions shown by Cortana, with the green circle on the phone lighting up with LED panels. This banner will be the largest of all the specials that Microsoft is using for its OOH campaign.
The location of the site is perfect for reaching the young, technologically-literate audiences, who research has found, are the early adopters and influential to their peers. The giant poster will reach more than 1.2 million people during the two weeks it will be up.
Planning and buying is by the OOH team within Dentsu Aegis network.
Via: Outdoor Media Centre

New York Subway Riders Shop on Amazon whilst on the Underground

Amazon has become the first advertiser to use the large digital kiosks on the New York subway that originally displayed maps of the city’s transit system as digital pop-up stores to drive sales of holiday gifts.

Amazon’s activity is running on 100 digital 47-inch screens in 12 major hubs in New York, including Grand Central Station, Union Square and Brooklyn’s Barclays Center. Collectively, the kiosks target 1.2 million riders per day.

Half of the screens are placed on subway platforms and the other half are near entrances and high-volume areas. Creative content on Amazon’s ads differs between the two areas: Ads in the mezzanine area focus on branding while promos near trains drive sales.

The digital screens are swipe-able and let consumers browse through a curated list of electronic holiday gifts from brands like Samsung, Sony and Belkin. Each item can be tapped on for more information, which also pulls in real-time pricing.

After finding a product they want, riders can scan a QR code or send a text message or email and receive an Amazon.com link, where they can buy the gift from a smartphone once they’re above ground.

Via: Ad Week

Using OOH this Black Friday

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

FEPE International Study Shows DOOH Advertising Drives Mobile Engagement

More than 60% of urban consumers say they have used their smartphones after seeing DOOH advertising.
Forty percent of consumers have looked up information online immediately as a result of seeing an out-of-home ad, with the figure rising to 62% for urban consumers who are most engaged with their smartphones while traveling, according to a new study by Future Foundation on behalf of FEPE International. The research showed that 79% of consumers have taken some form of action after seeing an out-of-home (OOH) ad, with 62% doing so after seeing a digital out-of-home (DOOH) advertisement.
The research study for FEPE International, a global organization representing the world’s major OOH media owners and leading OOH agency specialists and suppliers, also has found that 59% of consumers were interested in DOOH advertising that was specific to a time of day or location, and 65% were interested in DOOH advertising that rewarded interaction, such as offers for discount vouchers or prizes.
Future Foundation’s research was performed using a 20-minute online questionnaire with a sample of 1000 consumers between the age of 18 to 64 living and working in the largest cities in the UK, Germany, Spain, Turkey, Brazil and South Africa. This is believed to be the biggest international study into OOH advertising so far undertaken.
”This major research study shows that out-of-home has both separate and complementary roles to play in this age of digital, on-the-move communications. The simplicity, power and memorability of OOH clearly strikes a chord with most modern consumers,” said John Ellery, FEPE International Executive Director.
To read the full presentation, please click here.
Via: Screen Media Daily

Google’s Mobile Campaign is New York’s Own Scavenger Hunt

Google has unveiled a delightful ad campaign in the form of playful mini installations placed in outdoor spaces around New York City.
Located in well-known and familiar establishments like Katz’s Delicatessen and Top Of The Rock, the ads pose questions relating to their surroundings, accompanied by the Google mobile app logo.
The campaign was conceived by agency 72andSunny to promote the search engine giant’s revamped mobile app, and involved extensive collaboration with numerous organizations and companies to bring it to life.
Via: Design Taxi

Lufthansa Claims World First with Augmented Reality App for Premium Economy

Lufthansa will allow prospective travellers to explore its Premium Economy seats and extra legroom with an augmented reality app.
The airline is claiming a world first, since its latest app does not require a specific logo or image to activate it. Most augmented reality (AR) apps, such as Blippar, only work when triggered by a brand logo or shape.
The app was created by digital agency Space and is now available to iPad and iPhone users running iOS 7 or later. Users who download the app will be prompted to grab pen and paper and “draw something that flies” – although any doodle with sufficient contrast will work.
Users can then scan the drawing with their phone to see an AR Premium Economy seat pop on their screens.
The idea is to promote the 50% extra legroom offered with Premium Economy seats, so users can rotate the chair to see different features, and even fill up the extra space with virtual reality objects, such as cricket balls.
Via: Brand Republic 

Oasis Re-releases (What's the Story) Morning Glory with Augmented Reality

Oasis’ label, Big Brother Recordings, has breathed new life into the band’s best-selling album, (What’s the Story) Morning Glory, by adding augmented reality content.

The label has reissued the album as part of a special series and partnered with augmented reality app Blippar to give fans access to extra features.
The record was originally released in 1995 and propelled Oasis into the mainstream, featuring “Wonderwall” and “Don’t Look Back in Anger”.
Fans won’t actually need to buy a copy of the reissued album to access the extra content.
Those that download the Blippar app to their smartphones can scan an image of the album cover, whether that’s from Google or their own copy.
They can also scan the Berwick Street sign, where the album cover was famously shot.
That will activate the extra features, giving fans the chance to recreate the album cover with their smartphone cameras.
They can also watch a 15-minute chat with Noel Gallagher, enter a competition to win the album box set, and buy the whole Oasis back catalogue through iTunes.
Via: Brand Republic

OOH is a New Point-of-Sale for Online Retail Brands

Second screen purchasing is gaining serious traction. As social media rolls out user friendly shopping tools such as Facebook’s Buy Button and Twitter’s Product Card, consumers have never had it easier when it comes to mobile shopping.
According to the Centre For Retail Research, online retail sales made via mobile devices will grow by 62% this year, to a total of £7.92 billion. This is equivalent to 17.6% of UK online retail sales. Sales using tablets will grow by 100%, to £3.10bn, while smartphone retailing is expected to grow by 44.3% to £4.82. Smartphones will provide 60.8% of UK mobile shopping.
Mobile shopping is serious business and out-of-home is primed to become the key medium to deliver second screen sales. The likes of traincards, billboards and bus shelters, combined with changing consumer behaviour and growing wifi and 4G connectivity, are swiftly becoming an effective point-of-sale medium for online-only retailers and ‘clicks and mortar’ companies to drive search and purchase from their screen-based ‘shop windows’.
KBH On-Train Media conducted research into the mobile behaviour of its 6.3 million monthly travellers. The Dipsticks study revealed 92% of travellers use a smartphone while on the train while 40% of rail users have bought a product or service via a connected device while travelling, compared to just 10% in 2013 (Dipsticks 2014, 2013). This compares favourably to the likes of TV advertising, which is often hailed as the industry’s most effective medium for prompting action, but actually only 30% of viewers are using second screens for programme-related purchases (Arris 2014).
The 50 minute average journey time of train users means that 45% of those who have found out more about products and services advertised on traincards have done so while still on the train. And now it’s easier than ever to purchase. Facebook’s Buy Button keeps the user on the social media platform, so it’s ideal for brands and retailers who may have poor website optimisation. Using the tool means consumers will not even need to open a new browsing window. You don’t even need to have a credit or debit card to hand – once a consumer has entered bank details once, they won’t be asked to do it again.
Twitter’s current shopping formats, the Product Card and Amazon Basket, both require the user to leave the platform to complete the transaction but it won’t be long before you can shop on Twitter without leaving the timeline. Twitter is trialling its own Buy Button in the US, via hand-picked musicians, such as Eminem and Pharrell, and brands Burberry and Home Depot.
Brands and advertisers should take full advantage of this change in consumer behaviour. By combining smart OOH advertising with online retail, there is a real opportunity to use the on-train space to influence what they search for, look and buy.
Via: The Wall Blog