Exterion Media launches its Tech Research Hub

Exterion Media has launched its Tech Research Hub, a free interactive online dashboard to help marketers understand the tech preferences and habits of today’s urban consumer.
The Tech Research Hub displays the urban audience’s attitudes to various hot tech topics, including smartphones and app use, wearable tech, gaming and computing, canvassing the views of urban consumers from Exterion Media’s online urban community provides media planners, clients, agencies and other researchers with the ability to investigate a wealth of data, tracked over the last 12 months, via an easy to access and use online dashboard.
Data released today from the Tech Research Hub underlines just how comfortable this audience is with using the latest technology. For instance, it finds that:
– More than half of the urban audience use their smartphones for watching TV (55 per cent)
– Nearly 70 per cent of Londoners feel lost without their mobile phone
– Across the UK, Apple is the preferred brand when buying a smartphone, followed by Samsung, Nokia and HTC
– Smart watches are the most appealing form of wearable tech for urbanites, with 37 per cent stating their preference for these
– 35 per cent of urbanites have used contactless payment
By offering in-depth insights into urban dwellers and their technology preferences, the Tech Research Hub helps marketers, advertising agencies and retailers to develop the most effective Out of Home (OOH) advertising campaigns for engaging with the urban consumer. It includes a creative gallery, featuring examples of compelling OOH advertising campaigns to inspire brands, and links to relevant in-depth industry reports and news stories.
Malcolm Stoodley, Commercial Director of Exterion Media, added: “We’re often asked by clients for evidence of how consumers are really using the latest devices and technology to help them decide on their marketing priorities. Our online urban community is the perfect forum for discovering exactly what they expect from technology today and in the future and Tech Research Hub is the best way to access this insight. We hope marketers will take these fascinating insights and use them to engage audiences more effectively and inspire great OOH campaigns.”

'How technology is shaping the future of advertising' -Live Q&A

Out-of-home (OOH) advertising could benefit most from the digital revolution. Photograph: Patrick Batchelder/Alamy
The ad industry is entering a new era. Never before have brands, advertisers and marketers had the opportunity to both reach and better understand their target consumers. Through data based-services, location and mobile advertising, brands are finding ways to personalise marketing to individual customers, offering them access to real-time offers, local services and personal recommendations.
Advances in technology have allowed for more innovative approaches to out-of-home advertising, with location technology used to offer more immersive, interactive experiences for consumers.
These advances throw up several questions: what impact do new technologies have on ad approaches and how do brands and agencies make the most of these new opportunities? What’s the best strategy for brands? How do they choose which one to adopt?
With new tech, the onus is on brands to communicate the value of these forms of advertising to their customers, taking into account the implications for consumers and how concerns over security and data usage are best addressed.
To provide valuable analysis of these issues and more the Guardian assembled a panel of industry experts on April 27th, and here are some of the best insights on how new digital platforms and devices are changing advertising and marketing:-
 Glen Wilson, Posterscope
Relevance is key, but don’t forget privacy
There is huge investment in digital OOH infrastructure both in the UK and worldwide, but there needs to be more agility in terms of the way that it is sold, bought, planned and approached creatively.
Location has the potential to massively impact on the effectiveness of marketing campaigns. A better understanding of what you as a consumer might be interested in allows more relevant and therefore effective advertising.
Certainly when we ask people about what sort of thing they want to see from advertisers in the OOH space, they consistently say more relevance: relevance to my environment; my city; what I’m doing now. Location data helps us deliver this relevance, but we must always be mindful of privacy.
Jide Sobo, MEC
Technology is the enabler, not the message
Tech is great, but the most important thing for advertisers is to think how you can deliver value for your consumer. Think about the message and how you want people to feel, or what you want them to do, then think of the best medium to deliver that.
On the relationship between technology and creativity
Creativity is lagging behind tech, but that’s often the way. We develop new tech and then work out what to do with it. Look at QR codes, near field communication (NFC) and so on. Great tech, but nobody has really worked out what to do with it from an ad perspective.
Monica Ho, xAd
On location services in advertising
Location data goes far beyond just the “where” to better define the “who” and what they might be interested in. By looking at a user’s offline behaviour patterns, you cannot only begin to understand what they like through frequency of visitation and affinities, but can also understand more about who they actually are based on what they do outside of the home. By harnessing this data you can build a more precise view of who your audience actually is.
Don’t write off out-of-home (OOH) advertising
Mobile helps enhance the outdoor experience by allowing an extension of the billboard messaging on to a device that can drive not only engagement post-message, but is a way to track that someone has actually seen the message in the first place.
Scott Ross, DigitasLBi
What are the issues facing the future of the ad industry?
Tech is continuing to expand, connect and complicate advertising. There is no single answer for where we’re going; things will continue to get fuzzier.
Brands, ask yourself: what am I doing to experiment more, fail faster and pivot sooner for my clients and customers? Can I keep my advertising modern, embrace technology, be real-time and relevant without crossing the line of privacy and angering my audience?
 Matt Wilkins, RetailMeNot
On smartphone and digital screen ads
Obviously the technology is fairly new and there’s still lots for advertisers to learn, but there is an ever evolving advertising opportunity. We’re seeing people browsing for things to buy on their commute, interacting with retail sites while on the high street, so digital screens and new technologies will pave the way for brands to reach those people at the times when they’re already looking to interact.
Mark Brill, lecturer, consultant and strategist
Users make the channels, not brands
Just look at messaging (SMS and now Snapchat and WhatsApp); they were not brand-driven. I am wary of too much advertising activity from brands, but I suspect that it won’t put off users. The adoption of wearables will come from the benefits to the users regardless of what brands do.
On the potential of virtual reality for marketers
It’s an interesting technology that can deliver a highly immersive experience. I think there are some specific applications, such as health, where it can be amazing. However, I doubt that it will become a media channel for brands in its own right. Gamers love it, but for everyone else, I’d say it’s niche.
 Fergal Downey, BoscaBox
What does the next five years hold?
The internet of things has the greatest potential to bring radical disruption to how we communicate today. If everything is connected and automated all the way down to product packaging, it has the potential to open new markets we’ve not thought of yet (and close down others).
 Brad Poole, Travelodge
On the interaction between print and digital
Traditional formats, such as print, will always have a place, but publishers need to work hard to think of innovative ways to create synergies with digital channels. This trend has been true for a while now, where digital can provide an added layer of detail or hidden value to a piece of communication.
Click here for the full transcript of this webchat, which was provided by xAd
Via: The Guardian Media and Tech Network

Clear Channel charges forward with investment in weather-sensitive technology

Clear Channel is investing in weather-sensitive technology for its larger digital screens to adjust their brightness according to changes in the weather.
The investment follows the installation of Clear Channel’s first solar powered bus shelter and billboard in the last 6 months.
Chris McClelland, specialist partnerships at the outdoor media owner, said it wanted to exploit a growing trend for advertising campaigns to interact with the weather. Brands including Stella Artois and Corsa have experimented with weather-activated outdoor ads as they look for new ways to build engagement from the ad formats.
“We’re seeing more and more digital campaigns activated by a change in temperature or even an increase in pollen count – it’s great to see technology being used to add an extra level of contextual relevance.”
Clear Channel recently released new research which found that the out-of-home sector needs to better educate marketers on emerging technology due to low levels of awareness. The study of 200 marketing professionals showed that less than a third were aware that the medium offered contactless technology, motion detection, QR and NFC integration or facial recognition technology.
Via: The Drum

OOH needs to educate on emerging technology

As outdoor advertising takes the digital world by storm, the industry must work harder to show marketers what’s on offer.

 New research highlights the vital role that the out-of-home (OOH) advertising industry must play in promoting its digital capabilities, as less than a third of marketing professionals said they were aware that the medium offered contactless technology; motion detection; QR and NFC integration or facial recognition technology. This is according to a survey of more than 200 marketing professionals released today by out-of-home (OOH) advertiser, Clear Channel UK.
In Clear Channel UK’s Look Again report, ‘innovation’ was cited as one of the top buying considerations among marketers under pressure to find new ways to reach mass audiences as the ubiquity of mobile devices sees linear television audience figures, in particular, dwindle.  Among the innovative technologies dubbed most exciting to the marketers surveyed were environmentally friendly technology (70%), motion detection technology (67%), contactless technology (70%) and use of NFC/QR code technology (72%).

Sarah Speake, CMO at Clear Channel UK, commented:

“We are at the point where many marketing professionals’ perceptions are at odds with the new levels of digital sophistication available across the OOH medium.  In the UK, millions of pounds worth of investment in digital over the last few years has created a medium that is capable of delivering broadcast reach, measurability and brand fame at a national and regional level.  It’s no coincidence that some of the world’s top brands are already taking advantage. It’s now paramount that we educate the masses on the new digital opportunities available as well as reiterating the strengths of our traditional formats.”Aside from digital, the industry has invested heavily in audience planning, intelligent content and data platforms such as Clear Channel’s ground-breaking Play IQ. Yet the research findings would suggest that this news isn’t reaching marketers.
Speake concluded:
“Today Clear Channel is transforming bus shelters into tweet-activated vending machines and ad-serving aeroplanes. There’s a wealth of sophistication available across the medium to tap into. It’s our job to shout louder and champion the new capabilities on offer to help our customers engage their audiences on a deeper and more meaningful level. Today marks the beginning of this journey to create the future of media, out-of-home.”
This data forms part of Clear Channel UK’s Look Again research, based on a survey of 200 marketing professionals, and qualitative research of 10.
For more information click here


Giant billboards in 3-D, no glasses needed

Engineers in Austria have created a giant laser system that sends beams in different directions, which makes them visible from many different angles. The angular resolution is so fine that the left eye is presented a different picture than the right one, creating a 3D effect.
In 2013, the start-up company TriLite Technologies had the idea to develop this new kind of display, which sends beams of light directly to the viewers’ eyes.
To experience the 3-D effect, the viewer must be positioned in a certain distance range from the screen. If the distance is too large, both eyes receive the same image and only a normal 2D picture can be seen. The range in which the 3D effect can be experienced can be tuned according to the local requirements.
The newly developed display, can present hundreds of pictures. Walking by the display, one can get a view of the displayed object from different sides, just like passing a real object. For this, however, a new videoformat is required, which has already been developed by the researchers.
The technology has now been patented and presented in several scientific publications. The second prototype should be finished by the middle of the year, the commercial launch is scheduled for 2016.
Via: Science 2.0

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

Ocean Features on the Deloitte Technology Fast 500 Once Again

Ocean is ranked number 380 on the Deloitte Technology Fast 500 EMEA 2014, a ranking of the 500 fastest growing technology companies in EMEA. Rankings are based on percentage revenue growth over five years.
Ocean grew 429 percent during this period.
Ocean CEO, Tim Bleakley said: “Ocean is in the second phase of a three stage development programme following our leveraged buyout backed by LDC in 2012. Since then we have doubled our investment in sales and marketing, introduced new technical capabilities through our Ocean Labs division and acquired Signature Outdoor. 2015 will be no different as we look to expand our presence further in the super premium digital out of home marketplace both in the UK and Europe.”
Via: Ocean Outdoor

Microsoft Immerses commuters in new Kings Cross Underground tunnel

Microsoft and Exterion Media have announced a partnership to wrap the length of a new tunnel at King’s Cross. Microsoft is promoting its Surface Pro 3 tablet and the artwork, set around the slogan ‘The tablet that can replace your laptop’, will follow passengers as they journey through the tunnel.
Running for two weeks, the campaign targets the business audience of commuters that travel through King’s Cross, St. Pancras and the redeveloped area next to the stations. The tunnel, owned by the King’s Cross Partnership, opened in June and this is the first time brands have been able to submit proposals for advertising.
Via: Exterion Media

London Commuters can Donate to Charity with Contactless Payments

London commuters have very quickly accepted the idea of contactless payment cards, which could soon be an effortless way to give to charity as well. “Penny for London” makes it easy for travelers to donate between 1p and 10p every time they use their card. Kind-hearted souls can choose from charities that include the Mayor’s Fund for London, Cash for Kids, The Prince’s Trust, and many more.
To get started, you first need to register one of your cards on the Penny for London website. From there, you can keep track of your donations and set up monthly limits to make sure you’re always in control.
Barclaycard was responsible for developing the “micro-donation” system which is compatible with any Visa or Mastercard.
Transport for London is currently the main partner of the scheme.
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Via: psfk

Lenovo Launches Interactive Screen at Waterloo

More than 123,000 people interacted with Lenovo’s digital takeover of Waterloo station in London last Thursday (30 October), which was designed to promote the computer technology brand’s new Yoga range.

The marketing event’s main feature was the Motion @ Waterloo digital screen, which let the public add their faces to a series of bodies performing Yoga moves using a dedicated mini-site. Ambassadors from the brand were positioned in the central concourse of the station to demonstrate the company’s new laptop and tablet offerings, while the screen was complemented with static posters on both the Underground and in the main station.
The campaign was further augmented with a morning appearance from Made in Chelsea star Alexandra ‘Binky’ Felstead, who uploaded her selfie to the screen.
Lenovo created the campaign in partnership with Total Media, Media 5, The House Worldwide, Posterscope, Liveposter, JC Decaux and Exterion. Total Media estimated that overall, 34 million people were reached by the campaign.
Mike Etherington, UK and Ireland marketing director and EMEA digital marketing director at Lenovo, told Event: “We like doing clever things at Lenovo. For instance, if you’re in the vicinity of the area today, you’ll get advertising saying ‘come up to Waterloo and check this out’. That’s something you couldn’t do five years ago. People are amazed that they can be in a real-life advert in less that two minutes.”
Sian Lawrenson, Lenovo’s UK account director at Total Media, added: “We’ve seen that more 50% of targeted Zone 1 commuters have seen the message and have been converted. We’re being as targeted as possible to amplify the campaign.
“The guys at Lenovo really want to position themselves as a much more different tech brand. They’re moving towards more unique advertising, doing as much as they can in a more innovative way.”
Etherington added that the stunt forms part of a wider campaign, which the UK team were able to adapt creatively. “Our global team put together this campaign, which is a play on the silhouette using the product in an unusual way,” Etherington added. “We’ve taken that concept and extended it by letting people add their face.
“The global execs love it because we’ve taken what they’ve created and made it bigger and better.”
Via: Event Magazine