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Exterion Media announces new Lothian buses partnership

Exterion Media, Europe’s largest privately-held Out-of-Home (OOH) advertising business, has entered into a long-term media partnership with Lothian, cementing its position as Scotland’s largest OOH media owner.
Every year Lothian’s fleet of 700 buses undertakes over 120 million journeys a year across Edinburgh, Scotland’s capital city and financial, cultural and tourist hub. The partnership will seek to improve the customer experience through innovative advertising solutions and generate non-fare revenue for Lothian.
Throughout Scotland, Exterion Media is the market leader in outdoor advertising on transport networks, with franchise partners including Strathclyde Partnership for Transport (SPT), First Bus, Stagecoach, National Express Dundee, and Abellio ScotRail.
As part of its investment in creativity in transport, this month Exterion Media is rolling out its Mega T-side product nationwide, in which Lothian will be one of the launch partners. The Mega T-side canvas will deliver a large creative space across 300 national buses – of which up to 25 will be with Lothian in Edinburgh. The 300 Mega T-side network will be seen by over 10 million people every fortnight across the UK, and 400,000 people in Edinburgh (Route). This recent investment follows the launch of the first phase of Digital Buses in London, where Google, the first advertiser, used the buses to display geo-targeted messages on the premium digital screens.
Exterion Media reaches over 47 million people every week across the UK through its extensive bus, metro and rail advertising portfolio.

Clear Channel Drops Out of Tube Contest

Clear Channel has pulled out of the race for Transport for London’s £1 billion outdoor advertising contract for the Underground.
It will now be a shoot-out between Exterion Media, the incumbent, and JCDecaux for Europe’s most valuable outdoor ad real estate. A decision is expected next month.
Clear Channel would not comment on “specific tenders” but said it only pursues business if it will benefit clients and “drive profitable revenue”.
TfL’s eight-year contract is worth about £150 million a year, but observers said it could hit £250 million by 2024 thanks to digital and mobile growth.
Clear Channel lost TfL’s bus shelters last year to JC Decaux but pointed out it has acquired Arqiva’s payphone business and retained Sainsbury’s out-of-home ad sales.
TfL declined to comment.

Exterion Media DX3 to replace XTP by Q3 2015

Whilst the existing XTP sites have become the colourful wallpaper of our daily commutes, this next-generation digital cross track technology promises to change our experience of the Underground.
The investment in this dynamic product has been made to provide a ‘platform to connect’ for advertisers and their brands with consumers. Route tells us that 76% of people consider looking at advertisements on the Underground to be an activity. State-of-the-art technology provided by NEC  Solutions will transform this activity into one which is more immersive and refined.
Not only have the number of sites reduced, from 126 (XTP) to 60 (DX3), as a drive from quantity to quality, but so have the number of Underground stations where the format can be found. DX3 will fill an increased surface area of 11m2the same size as a 48 sheet, as opposed to the existing 7m2. Again, Route data was used to determine the key locations where young, affluent and hyperconnected consumers are found in abundance, resulting in the selection of stations.
In addition to refining the existing inventory and audience, the overall quality of the consumer experience will be enhanced as they enjoy a premium viewing experience on the platform. As a result of sharper imagery which seamlessly integrates with the surrounding environment, DX3 will provide a premium platform for brands to achieve maximum standout and audience engagement.
DX3 will also allow TV ads to be directly replicated in the digital out-of-home arena, allowing brands to capitalise on the incremental benefits they can achieve when using DOOH to complement TV.
Together with a range of partners such as Adstream, Genero.TV, Seenit, TINT, Monterosa and Crowd Score, DX3 also has the potential to integrate content from a range of platforms in order to enrich the consumer experience and amplify brand conversations.
This bold, dynamic and enhanced product promises to transform such an influential part of any Londoners life, their commute. In doing so, brands will be able to captivate, inform and entertain diverse audiences travelling on the London Underground network.
For more information, contact Exterion Media’s Head of Digital Sales, Tim Cartwright: Tim.Cartwright@exterionmedia.co.uk
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Via:Exterion Media
 

TfL Launches £30m Ad Tender

Transport for London (TfL) has launched a tender worth an estimated £30m over eight years for its roadside advertising estate.
The contract grants a licence to one or more companies to manage approximately 200 advertising panels on TfL’s 580km road network.
Graeme Craig, director of commercial development at TfL, said: “The contract presents a fantastic opportunity for advertising companies to join us in enhancing London’s out of home landscape, and we are seeking a partner to support our vision to transform our advertising estate, through modernising existing sites, increasing digital advertising and introducing a small number of new high value sites.”
TfL’s transport network, including its roadside advertising estate, is responsible for 21 per cent of UK out of home advertising.
The organisation’s bus shelter advertising contract is also currently being tendered.
Via: The Drum

St. Pancras Turns Digital

JCDecaux announces the next step in its digital rail expansion by unveiling the first ever 80” state-of-the-art digital screens at London’s St. Pancras International Station.
Eight new screens will provide advertisers with digital Out-of-Home opportunities in key locations throughout the station’s retail space and concourse.
St. Pancras will be the first station to benefit from JCDecaux’s new 80” digital screens.
The screens are situated in close proximity to high-end retailers and will complement the two Transvision large-format digital landscape screens that are positioned either side of the departures board.
In addition to Eurostar services, East Midlands Trains, Thameslink and Southeastern are serviced by St. Pancras.
Via: JCDecaux

Fully Knitted 7up Bus Tours Streets of London

7up has undergone a revamp with a brand new visual identity and global campaign all centered around the idea that “it feels good to be you”.
The campaign seeks to celebrate uniqueness by aligning the brand with individuals who are ‘truly original everyday personalities.” The first television ad features Magda Sayeg, also known as the Urban Knitter, who takes to the streets with her knitting needles and giant balls of yarn to bring color to an empty square. Sayeg has also knitted a winter sweater for a London Routemaster bus, which will be travelling across the city as a visual testament to 7up’s new identity of promoting originality.
Via: psfk

Bus Passengers' Journeys Enhanced with Technology

Bus journeys in Norwich will never be the same again, as, for the first time, Bluetooth beacon technology has been implemented. It brings a new experience to a journeys, as passengers can now receive location-based messages on their smart devices from retailers in the area as they travel. The initiative has been made possible by a collaboration between Proxama, Exterion Media and transport company FirstGroup.
The initiative counts 20 merchants from the Norwich area amongst its participants and, crucially, signals the first time beacons have been used on an existing bus network. It is centred on Loka, a location-based app that provides relevant content and offers, which acts as a network for local brands and gives these retailers a unique channel of communication to potential customers who are on the move. At the same time, shoppers receive the opportunity to discover and purchase new products, as well as receive rewards such as coupons, discounts and loyalty services.
The result brings benefits to both consumers and brands in the Norwich area. Consumers experience a more engaging journey, while local brands can expect an increase in loyalty, footfall and engagement.
Underpinned by Proxama’s TapPoint® platform, passengers are able to opt in to the experience by switching their Bluetooth on and downloading Loka which has been created as part of the Connected High Street Project. The number of notifications will be monitored during the day and the app will learn and tailor what future notifications to send, as the user interacts with them.
Working alongside multiple partners including Norwich Business Improvement District (BID) and the Association of Town & City Management (ATCM), the Connected High Street project is an ongoing initiative created to better learn about how to make beacon technology a part of the everyday shopping experience. Transforming the passenger journey by connecting the consumer’s digital capabilities with their physical environment will be a first for the UK and the involvement of local partners will showcase the full potential of mobile proximity commerce.
Via: Exterion Media

Doddle Transforms 27 UK Rail Stations in First Ever Outdoor Campaign

Doddle, the new parcel collection, returning and sending service located in and around train stations across Britain, has launched a major nationwide Outdoor campaign. It is designed to drive awareness of the innovative service which offers added convenience and choice to consumers allowing them to choose exactly how, when and where they receive and return online purchases.
The campaign will be live in 27 of the UK’s busiest stations, and is set to dominate major commuter stations including: Waterloo, Victoria and Cannon Street. It has been planned and booked with JCDecaux by Walker Media and Posterscope and will be running throughout the Christmas period on a variety of digital, static and ambient media, including the famous Motion@Waterloo screen.
Paddy Earnshaw, Chief Marketing Officer at Doddle, commented: “We are turning these stations ‘Doddle purple’ with great creative aimed at raising awareness and interaction with our new brand. Maximising exposure to our core audience of commuters is funademental; after all they will be the ones benefitting from the convenience of the service.”
Catherine O’Leary, Senior Client Manager at Posterscope, commented: “This is a great example of location-specific OOH that reaches the target audience at the right place and at the right time. Doddle’s collection and returns points are located in close proximity to the media making the campaign contextually relevant to when consumers are most likely to need their services.”
Glenn Iceton, Group Business Director at JCDecaux, said: “Doddle’s campaign is a fantastic example of a brand using digital, wraps and banners to create an immersive experience for time-pressed commuters and visitors at rail stations throughout the UK. We are delighted that they have chosen to launch their first Outdoor campaign with us, driving awareness of their service just in time for Christmas.”

Clarks and Partners Andrews Aldridge Come Out on Top in Big Bus Challenge

Clarks’ in-house design group and Partners Andrews Aldridge have won top prizes in the Big Bus Challenge 2014 run by Exterion Media, in association with Campaign.
The footwear retailer’s bus ad triumphed over other national campaigns while Partners Andrews Aldridge’s work for the Royal National Lifeboat Institution’s patrolling of the Thames emerged victorious in the regional category. Cogent Elliott picked up a media commendation for a campaign of simple line drawings for Samaritans.
Clarks and the RNLI were awarded £200,000 of national and £25,000 of regional bus advertising respectively and each of the creative teams given £2,000 of department store vouchers to share. Samaritans was handed £20,000 of media space.
The winning entries to the second Big Bus Challenge were chosen by a panel of judges and revealed at The London Transport Museum  last night where guests were able to view showcased work.
Clarks’ ad stood out for its “elegance, simplicity and having the courage to keep the design so minimal,” said Paul Domenet, the executive creative director of Johnny Fearless and a Big Bus Challenge judge.
PAA’s EastEnders-inspired ad for the RNLI was praised as a “sound concept” by Andy Hunns, the creative director at Clinic and the Publicis executive director Andy Bird described Cogent Elliott’s Samaritans campaign as “brilliant, clever”, with “massive standout”.
Four other national finalists were chosen: Cogent Elliott for WD-40; Rapp for the Open University; Lida for Foyles and Proximity London for The Economist. In the regional category, there were three finalists: Publicis Life Brands Resolute for The Passage charity; Rapp for Virgin Media and Bray Leino for Bath Spa University.
The judging panel, chaired by Philip Smith, head of content solutions and studio at Campaign, consisted of: Martin Hancock, development director, National Express Bus; Gill Huber, group communications director, Posterscope; Chris Marjoram, managing director, Rapport; Richard Jacobs, marketing director, Kinetic; Ross Neil, executive creative director, WCRS; Jason Cotterrell, managing director UK, Exterion Media and Simon Harrington, marketing director, Exterion Media, along with Domenet, Hunns and Bird.
Via: Campaign

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