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Ocean's Digital Out of Home Network Becomes Fully Wi-Fi Enabled

Ocean has launched Ocean Labs, a dedicated department of creative, technical, experiential, data and DOOH specialists.
www.oceanoutdoor.com/labs
The division launches this week with the roll out of wifi across Ocean’s digital out of home locations, allowing brands to run responsive campaigns which directly connect audiences with exclusive content.
Ocean marketing director Richard Malton said: “DOOH and connectivity go hand in hand.  For advertisers and brands this means they can now plan and execute seamless campaigns across digital out of home, leveraging the proven emotive response that large format digital outdoor delivers to make their creative content work even harder.”
Trials with partner brands have been running on Ocean’s full motion screens in Canary Wharf, London, St Enoch Glasgow and The Screen @Eat Street in Westfield, London. Wifi services will now be rolled out across The Grid (eight screens in six cities) immediately.
Ocean Labs is headed up by Catherine Morgan who said: “What makes this roll out compelling is the immediate call to action it gives advertisers in the all important retail environment. Whether it’s a chance to download an exclusive movie trailer, win a car, get to the head of the queue in a fashion sale or a superb daily deal, the advent of wifi is an out of home game changer.”
Commenting on the launch, Rob McGlynn, technical director of Hyperspace at specialist Posterscope, said: “The data capacity of Ocean’s wifi offers incredibly fast download speeds.  This allows brands the all important chance to establish an immediate and relevant connection with people in city centres and retail environments over and above DOOH’s impressive broadcast capability.”

John Lewis Eyes Oculus Rift Opportunities to Unite VR and In-Store Experiences

John Lewis has started looking at what virtual reality (VR) technologies such as Oculus Rift could bring to the in-store experience.
Speaking at IAB Engage 2014 event in London, the retailer’s head of online marketing, Lloyd Page, revealed that it has started investigating the area predicting that “the VR and the in-store experience will collide”.
He said that it could be used in a situation where an in-store customer shopping within the furniture department can use the headset in order to visualise how it might look in their living room.
Page also discussed some initial ideas to have come out of the new partnership with iBeacon start-up Localz, which recently won £100,000 investment throughthe JLab scheme.
In the latest issue of The Drum magazine industry insiders debated the commercial opportunies for brands on virtual reality platfroms, revealing new advertising products they could potentially pitch to clients.
Via: The Drum

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

Mountain Dew Creates Virtual Reality Skate Experience in Brooklyn

The 10th Anniversary season of Mountain Dew’s Dew Tour continued last weekend with the Toyota City Championships held in Brooklyn, New York. The third stop on the 2014 schedule saw many of the world’s best BMX and skateboard athletes take part in the action, and attendees were also given the chance to get involved through a unique VR experience.
During the event, Mountain Dew debuted its Virtual Reality Skate Experience. This live-action 3D, 360°, binaural audio-branded experience is one of the first of its kind developed for the new Oculus Rift DK2 developer headset. Fans who attended the action sports exhibition in Brooklyn were given the chance to virtually become part of the Dew Skate Team. They were able to feel as though they were riding alongside the pros through some of the most iconic spots in Las Vegas.
For attendees, it was a ride down the Vegas strip they would likely never forget. The epic virtual reality skateboarding experience put fans in the center of the action and after they were done, they walked away with a split-screen video of their experience, which they could share with friends and family on social media.
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Via: psfk

L’Oreal Digital Shift for Real-Time Beauty Application

L’Oreal’s Makeup Genuis App offers a virtual experience for cosmetics. The app allows potential customers to see themselves wearing makeup that isn’t already applied in real life. Instantly try on different shades and shadows at the quick tap of a button by applying makeup to your reflection. When you hold your smartphone up, the preferred lip gloss, eye-shadow or bronzer moves along with your facial expressions while taking into effect the surrounding light.
Virtual cosmetics is a mess-free experience developed by a team of scientists and engineers in the company’s Connected Beauty Incubator. The team of 15 built out the app over two years, testing eye, lip and cheek products on hundreds of models with various skin types and colors. They put the models under 400 different lighting conditions to capture the natural change in shade and texture. Over 100,000 images were taken to differentiate the makeup from real-life and digital. According to Bloomberg Businessweek, Makeup Genius is the company’s most advanced digital production to date.
There’s no denying the app is head of the curve when it comes to beauty technology. Users can browse and ‘try-on’ different looks from makeup artists or scan any in-store product to see how it models through the screen. App users can share their favorite looks or designs with their friends and social networks for fun or to gather feedback on their new look.
Makeup Genius is available in France and the U.S., and has reportedly 1.7 million downloads to date. Makeup Genius is available for iOS download in the App store.
Via: psfk

Apple Pay: Narrowing the Gap Between Posters and Purchase

As Apple launches its latest range of devices, James Davies, chief strategy officer at Posterscope, says the out-of-home sector has a lot to be excited about.
Around the world, millions of people waited with bated breath on Tuesday night for the unveiling of Apple’s latest suite of potentially game-changing innovations. With a new 4.7 inch iPhone 6, 5.5 inch iPhone 6 Plus and the hotly anticipated Apple Watch announced, fans were not left disappointed and neither was the out-of-home (OOH) industry.
Both the iPhone 6 and iPhone 6 Plus offer Apple Pay, an NFC-enabled mobile payments system that allows owners to upload their credit and debit card details to Apple’s Passbook app and then use their phones as mobile wallets.
Not only does this make paying for goods while in-store a simple matter of holding your phone up to a card reader while pressing the Touch ID button, but it makes shopping on a mobile device far quicker and easier. It will bring a whole new level of mobility to mobile payments as it removes the need to register for websites or spend time filling in lengthy payment forms.
Instead, all of the necessary payment information will be stored in the Passbook app and making a purchase will be a simple matter of clicking the ‘Apple Pay’ button, meaning shopping while on the move will be a much more efficient and speedy process.
This won’t fundamentally change the way people interact with poster sites, but what it will do is bridge the gap between poster and purchase. Just as iTunes transformed how we bought and listened to music, Apple Pay will revolutionise the way people pay.
Rather than seeing a poster advertising a new pair of shoes for example, searching for it on a mobile device and then registering personal, payment and shipping details, consumers will be able to buy the shoes as soon as they view them on their phone. It will remove the hassle of mobile shopping by effectively turning it into a one-click payment process.
By reducing the friction involved, Apple Pay will narrow the gap between seeing an OOH campaign and making a purchase and that is an exciting prospect for the industry. Not only will the new payments system open up greater opportunities for OOH campaigns to directly influence the purchase decision, but it will also make it easier to track the effectiveness of a particular campaign.
Depending on how Apple opens up the technology it may eventually become possible to use Apple Pay to make direct purchases from OOH sites, however, this will become clearer in the coming weeks as further details of the new system emerge.
Apple isn’t the first to enter the NFC payments market, with names such as Google, ISIS (now called SoftCard), and CurrentC having started to attempt to introduce mobile payments to the masses.
So far uptake has been slow; however, with more than 220,000 US retailers already signed up to roll out Apple Pay technology and 800 million iCloud accounts already in use, Apple is in a strong position to propel a previously niche market into the mainstream.
Even though Apple uptake in the UK isn’t as strong as in the US, with Android dominating around 60% of the UK smartphone market, it won’t be long before we see the “Apple effect” take hold of mobile payments and open up new opportunities for the OOH industry.
Although Apple’s latest unveiling may not have provided all the answers the OOH industry was looking for, it has certainly raised some interesting questions around the impact of mobile payments on OOH campaigns.
As more details emerge of Apple’s plans to wean the world off its addiction to cash, I look forward to seeing how brands will capitalise on the opportunity to more closely align poster campaigns with sales.
Via: MediaTel

Hawes & Curtis, House of Fraser and Bentalls Install Beacon-Enabled Mannequins

Hawes & Curtis, House of Fraser and Bentalls have installed beacon-enabled mannequins in their store windows – a first for the retail industry.
Created by Iconeme, a technology and design company, the VMBeacon mannequins enable customers to receive details via their smartphone about the clothes on display and let retailers engage directly with consumers who are shopping in, or passing by, a store.
To access the technology, customers need to download the free Iconeme app, which they can then use while shopping in one of the participating retailers.
When a customer with the app is within a 50m range of a VMBeacon-enabled mannequin, they will receive an automatic alert about the content they can access.
This includes details about the clothes and accessories displayed, such as price and links to purchase the items directly from the retailer’s website, or where they can be found within the store.
Shoppers can also see more detailed photos and descriptions of the products plus save looks for later, share with friends and access additional offers and rewards.
The technology allows Hawes & Curtis to choose what information is made available, plus also gives access to analytic reports to gain customer insight and help improve service and sales.
As the brand begins to collect consumer data it may begin to experiment with tailoring offers it makes available through the mannequins.
Shoppers using the app have the ability to choose which of their details are made available, via their own privacy settings.
House of Fraser will use the VMBeacon mannequins at its online store in Aberdeen where customers can view product ranges, collect their online purchases and shop the department store’s website via iPads and terminals.
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Via: The Drum

TfL Tests Free WiFi on London Buses

Transport for London (TfL) has launched a free WiFi trial on two buses operating in the capital.
The trial will see WiFi technology installed on a route 12 bus, operating between Dulwich and Oxford Circus, and a route RV1 bus, which operates between Covent Garden and Tower Hill.
It is hoped that if the trial is successful the sponsors could help fund its extension to further buses in the fleet.
TfL has also begun to trial two further pieces of technology in the form of an upper deck seat indicator and enhanced passenger information screens.
The new technology, which analyses information from the onboard CCTV system, displays seat availability on a screen at the base of the stairs.
Other improvements include the installation of interactive digital screens on Regent Street, delivered in partnership with Clear Channel, and on Eden Street in Kingston, delivered in partnership with JCDecaux, which provide live bus arrival information, alongside real-time updates on other public transport options.
Via: The Drum

Grolsch Embeds Bluetooth Tech into Bottle Tops to Unlock Free Movies

Russian beer drinkers can now unlock free-to-view movies on their computer, smartphone or tablet with a swipe of their Bluetooth-enabled bottle of Grolsch – though technophiles should be wary of excitedly spilling beer over their device in the process.
St Petersburg-based tech developer Head and Hands has devised the simple means of redeeming free-to-view content, eliminating the tedium of tapping in a promo code.
The campaign for Grolsch employs a technology that lets consumers choose a film via a partner website, swipe their bottle top – which has embedded in it a “one-touch” technology using radio signals to “unlock” content – and watch the movie while sipping a lager.
Via: Marketing Magazine
 

Keith Urban Hologram Performs in Australia

Shoppers will be left under no illusion when they see “Keith Urban” at Chadstone Shopping Centre in Melbourne this weekend.

The Aussie-born country megastar will be at Chadstone in the form of a hologram performance and will perform his latest single Somewhere in my Car on Saturday, July 19.
As part of the Australia-first performance fans will even be able to jam with the four-time Grammy award winner by picking up one of the musical instruments that will be available on stage.
Via: Herald Sun