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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

Peugeot Creates Social Poster Campaign to Launch New 108 Model

Peugeot has teamed with designer Adam Pobiak to create 108 limited edition silkscreen posters to push its new 108 model and is offering fans the chance to win one via a new social campaign.
With help from social marketing agency 33seconds, the car marque will use CRM to identify and reach out to new owners of the 108 and ask them to tweet and share a photo of them with their new car, holding up a sign with the hashtag #My108.
The first 108 to take part will win one of the limited edition posters, with other entrants set to receive a digital print.
The campaign aims to promote the personalisation element of the new car: with each poster individually numbered with an abstract interpretation of the creative themes.
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Via: The Drum

TfL Kicks off Pitch for £500m London Bus Shelter Contract

Transport for London has kicked off the £500 million contest to install and operate its street furniture across London in the first of three major tenders.

Clear Channel UK has held the contract since 2005 and maintains more than 30,000 bus shelters and bus stops in the capital. As part of the contract, Clear Channel sells advertising on 5,000 sites.
JCDecaux, which already operates street furniture for a number of London boroughs including Camden, as well as in Manchester and Glasgow, is expected to pitch for the business.
According to a tender document seen by Campaign, the contract is worth £200-500 million, excluding VAT, over an initial five years, with an option to extend the arrangement for an additional three. The tender is divided into eight lots and companies can bid for as many as they wish.
The reduction in the length of the contract from ten years and the division of the tender into lots follow guidelines set out by the Office of Fair Trading in 2012 after a competition investigation into the sector.
After this review, TfL will call a pitch for the £1 billion ten-year ad contract for the London Underground, held by Exterion Media.
TfL is then expected to review its contract to sell ads on the side of buses, which is also handled by Exterion.
Via: Media Week

London Fashion Week goes Underground

Between 12th and 16th September, London Underground commuters were treated to daily highlights from London Fashion Week across Exterion Media’s XTP network.
Capturing the spirit of London Fashion Week, the exclusive footage opened the doors to one of the world’s largest fashion events, enabling fashion-conscious commuters to catch a piece of the action en route. Viewers were encouraged to share and discuss the event on social media using the hashtag #LFW.
Each day, footage was shot at a variety of runway shows and events, edited overnight and broadcast the next morning.
The activity, sponsored by Maybelline, forms part of Exterion Media’s content partnership with the British Fashion Council.
Via: Exterion Media

Barclaycard Unveils Payment Wristband for TfL's Contactless Roll-Out

Barclaycard has launched an exclusive contactless payment wristband to help London commuters speed up their travel and avoid ‘card clash’, as TfL today rolls out contactless across its entire network.
The bPay band allows users to make contactless payments across the London transport network using just a wave of their wrist. Any UK Visa or MasterCard debit holder can link up to the service and Barclaycard is today inviting Londoners to sign up for one of 10,000 free wearable bands.
The band contains a contactless payment chip that enables consumers to ‘touch and pay’ for transactions of up to £20 where contactless payments are accepted – including across the TfL network and selected retail outlets.
The band, which has been launched to tap into the rapid growth of the contactless payment market, was trialled at the Pride in London LGBT celebration in June and the Barclaycard British Summer Time music festival in Hyde Park in July. It is set to be made publicly available next year, Barclaycard said.
Via: Brand Republic

Emirates Upcycles its OOH Advertising Posters into Reusable Shopping Bags

In a move to recycle and create brand advocacy, airline company Emirates has transformed a large out-of-home banner into shopping bags.
Taking a 208 square meter poster from its ‘Hello Tomorrow’ campaign, first displayed on the outside walls of Zurich Airport, Emirates has used the material of the poster to create more than 300 quirky and reusable shopping bags.
With the help of Feinschliff, a Swiss-based socially integrative company which supports long-term unemployed people in returning to the labour market, the large sheet of PVC was upcycled into a limited edition line of one-of-a-kind shopping bags.
Each bag was also branded with the airline’s ‘Where will you be tomorrow’ tagline, giving the ad campaign greater longevity.
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Via: Design Taxi

EE to Offer Contactless Mobile Payments for London Travel

EE customers will be able to travel on London’s Underground, DLR and Overground networks using their mobile phones when TfL’s contactless program launches on 16 September.
EE is to become the only UK network provider to offer a contactless payment service, meaning that users will be able to use their mobile phones to pay for London travel instead of an Oyster card.
The service will use EE’s free Cash on Tap mobile contactless payment service app, which is due to be compatible with over 500,000 handsets this year. There will be no added charges for using Cash on Tap to pay for travel, and both daily and weekly caps ensure customers won’t pay any more than they would using an Oyster card.
“Users of the world’s greatest tube network will shortly benefit from the latest in mobile payment technology, allowing them to use their phone to pay for their daily commute,” said Gerry McQuade, chief marketing officer, EE. “As more and more people benefit from the simplicity, convenience and security that mobile contactless payments offer, it’s rapidly becoming clear that the days of the physical wallet are fast becoming numbered.”
Speaking at the IAB’s Mobile Engage conference in May, Weve’s CEO, David Sear, said that 2014 is the year in which there will be a “massive shift” in the way people use their mobile devices and that consumers are at the “tapping point” of contactless payments.
Sear said that the desire for consumers to be able to use their mobile phones for payments – devices that they are “emotionally attached” to – is a natural progression for the relationship between consumers and smartphones.
“We trust our devices – they contain our lives – and payment is a natural extension of that trust.”
Via: MediaTel

Evian to Help Travellers Beat the Underground Heat in 3 Year Deal with TfL

Evian has inked a three-year deal with Transport for London to give flustered travellers on the London Underground free bottles of water during the warm summer months.
The brand has offered 250,000 bottles of Evian water to TfL to hand out at some of the busiest stations this summer, as the network pushes its ongoing Beat the Heat and Travel Better London campaigns.
The campaigns aims to raise awareness of how passengers can help to reduce delays by making small changes to their travel habits.
Sophie Brooks, Evian senior brand manager, said: “We are delighted to have teamed up with Tfl to give overheated commuters some Live Young refreshment. It is really important to stay hydrated during the hot weather so it is great to have the chance to help Londoners keep cool.”
Phil Hufton, London Underground’s chief operating officer, said it was “grateful to Danone [owner of the Evian brand] for supplying customers with water” while it works towards its 2016 target of having 40 per cent of the network served by air conditioned trains.
Via: The Drum

Play the Game with Turkish Airlines

Turkish Airlines, the official sponsor of the Euroleague Basketball, developed a great Innovate campaign together with IGPDecaux offering people the chance to win a trip to Istanbul.
From the 12th to the 18th of May, a fully wrapped tram filled entirely with basketballs traveled around the busy city center of Milan. A message on the outside of the tram invited people to guess how many basketballs were inside the tram, to have a chance to win a trip to Istanbul. Almost 5,000 people submitted their guess on the dedicated website.
On the last day of the campaign, the tram stopped at Cathedral Square, one of the most famous and busy places in Milan. All the basketballs were given away to passers-by creating a great stir in the area. Near the square, Turkish Airlines also organised a drop-in street basketball event which people could watch or choose to join in.
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Via: JCDecaux One World

King’s Cross Named Best Station

King’s Cross has been voted the best railway station in the world for food and drink at the 2014 International Airport and Rail Station Food and Beverage Awards.
The judges were impressed by the remarkable transformation of King’s Cross Station, with the £500m refurbishment that transformed the station into a destination hub for retail and travel. The iconic western concourse, which opened in 2012, is the largest single-span structure in Europe and provides three-times more space than the previous station, with a wide range of shops, and food and drink outlets.
Hamish Kiernan, Network Rail’s Commercial Director of Retail, said: “King’s Cross station has undergone an amazing transformation into a first class railway station and destination for retail, leisure and business. From the outset, our approach has been to create a high quality environment and brand mix that positions King’s Cross as a hub of convenience for travellers as well as people who live and work nearby. Since opening the western concourse two years ago, we’ve seen dramatic improvements in passenger satisfaction and consistent growth in turnover sales. For King’s Cross to now be recognised as an example of excellence on an international stage is a proud achievement for Network Rail and our retail partners.”
Tom Caine, King’s Cross Station Manager, said: “It’s fantastic that King’s Cross has been recognised internationally as a destination station. We’re already one of the busiest stations in the country for rail travel and we’re seeing more and more people choosing to spend time here to relax, shop, eat and drink.”
King’s Cross Station delivers a footfall of 573,716 commuters a week.
The 2014 International Airport and Rail Station Food and Beverage Awards are organised by The Moodie Report and The Foodie Report.
Via: JCDecaux