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Posterscope USA launches 'Boston Digital OOH Takeover' for Mastercard

To promote Mastercard’s Bank of America Small Business credit card, Posterscope USA launched a ‘Boston digital OOH takeover’, which  includes digital screens at Boston Airport, digital bulletins on the roads, digital urban panels on the streets and digital full motion spectaculars. The campaign targets BAC’s HQ in Boston’s Financial District and downtown areas with core small businesses and start-ups, with up to ten creatives specifically designed and scheduled to target weekends, mornings, lunch and late nights.
An exclusive rain trigger reads “Growing your business means weathering storms”
The campaign runs until November 26th and keep an eye out for an upcoming stunt with a flying car!

'Fearless Girl' statue appears in Wall Street on International Women's Day

On Wednesday 15th March, a little girl appeared in front of Wall Street’s “Charging Bull.” Standing defiantly, with her hands on her hips, the girl stares down the bull in front of her, a symbol of power on International Women’s Day.
Dubbed “Fearless Girl,” the statue, conceived by McCann New York for State Street Global Advisors, garnered admiration with crowds of people showing up to take photos next to the girl.
The statue, created by artist Kristen Visbal, is part of the SSGA’s campaign to increase the number of women on clients’ company boards.
Nira Desai, who is campaigning to make the statue a permanent fixture said, “Wall Street has always stereotypically represented a heavily male-dominated environment, and the charging bull reinforces that.” She continued, “To counter it with a defiant young woman, taking a stand, is a provocative and compelling way to get people to reconsider women’s leadership in corporations and on boards. It also allows passerbys to reflect on the need to act, to not accept the status quo and to stand up for what they believe in.”
The statue was to be displayed for only a week, according to SSGA. Then because of public outcry, it received an extension; de Blasio tweeted Wednesday that the statue will remain until April 2. “Our future rests in the hands of fearless girls,” he wrote.
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Via: PR Week and Guerilla Blog
 

Responsive facial recognition technology redefines customer engagement

Posterscope USA, along with partners Quividi, EYE Corp Media and Engage M1 designed and executed a campaign for the GMC Acadia featuring technology that anonymously detected gender, facial expression, age and composition of the passing audience and then served responsive and engaging branded content targeted to that specific audience.
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The campaign, which ran for 8 weeks at the Santa Monica Place shopping mall, marked the first time globally that responsive facial recognition technology was linked to dynamic displays to present personalized content in an out-of-home campaign.
“Consumers see up to 5,000 ads every single day, and we wanted to create a responsive, engaging campaign that cut through the noise,” said Jeff Tan, head of strategy at Posterscope USA. “By leveraging cutting-edge technology to deliver real-time dynamic content, we helped GMC connect with audiences via personalized location-based communication strategies. This proved particularly effective in the crowded environment that is the Santa Monica Place shopping mall.”
Posterscope and their partners fitted eight digital screens in Santa Monica Place Mall with video sensors and Quividi’s audience and context aware platform that anonymously detected and determined whether a passing shopper was a man or woman, alone or with a group or part of a couple or a family, adult or child or even frowning or smiling. No data or images of any type were collected, stored or shared at any time, ensuring privacy.
Once detection was made, the digital screens were populated with fun and humorous creative video content and brand messaging promoting the virtues and features of the GMC Acadia tailored to the identified audience. The screens also featured a number of interactive games, both for children and adults, like Simon Says and a virtual staring contest, all of which were designed to further deepen engagement and maximize viewer interaction with the screens.
“The ability to personalize content and messaging to a variety of target audiences really came to life in this campaign,” says EYE Corp Media CEO Jeff Gunderman. “Through this partnership with Posterscope, GMC and Quividi, we were able to showcase the power of digital place-based screens when combined with cutting edge technology.”
“Posterscope, EYE Corp and Engage M1 collectively pushed the limits of real-time personalization at scale,” said Ke-Quang Nguyen-Phuc, CEO of Quividi. “Our VidiStudio interactive scenario designer tool made possible the implementation of more than 200 interactive audience-aware experiences, making the GMC Acadia campaign the most comprehensive automated DOOH project to date.”
 
 

Advertising Week 2015 NYC: Attendees from Posterscope UK and USA give their views

Advertising Week 2015 NYC: Targeting the Micro-Moment, Programmatic Planning and a Cross Dressing Robot
By Samantha Brereton, Client Director, Posterscope UK
It’s Monday morning and Times Square is buzzing – but this time it is not just filled with tourists. thousands flock to the many events in the area for the start of Advertising Week USA. AdWeek USA proves Americans don’t do things by halves – it’s like AdWeek Europe on steroids. Now in its 12th year, it operates as a well-oiled machine as brands vie for the attention of marketers with freebies, parties and even job offers (check out MECs ‘Live Hire’ event). Almost four times the attendance of AdWeek Europe and nearly 1,000 speakers make up the eclectic and highly entertaining four day schedule.
Although the programme is busier than its European counterpart, the hot topics and buzz words draw close parallels to our market. Unsurprisingly, the big tech companies start the week with new announcements. Google launched Customer Match which offers advertisers the ability to upload email lists of valuable customers and have these matched to consumers who are signed in to Google platforms such as Gmail, YouTube and Search. This is all part of Googles aim to target “consumers in the micro-moment”. YouTube also announced it would make all ads shoppable and Facebook have launched a new buying platform of TRPs (Target Ratings Points) which aims to make it easier for TV buyers to plan, buy and measure Facebook ads.
What does this mean for OOH? Google knows better than most the value of relevance and personalisation and this is a move to create deeper connections with consumers in the right moment. With 60% of internet time being spent on mobile in the UK this ‘moment’ could very well be happening OOH. New OOH data and mobile partnerships as well as real time DOOH capabilities allow us to tap into this micro-moment like never before. We should closely monitor how the consumer responds to and interacts with this type of personalisation to ensure we can find the right balance to capitalise on this with OOH media. As quoted by Alex Amado, VP of Experience Marketing for Adobe “It’s creepy when you feel like you’ve been targeted–when it’s aggressively personalized is when it’s not of use to the user.” So with OOH we must ensure we create personalisation in a positive way. Utilising the mobile interface is one way to have a one to one conversation with consumers while they are OOH.
YouTube’s push towards shoppable ads across the board is a nod to consumer’s expectations for immediacy. OOH and Mobile get closer to the point of purchase than any other media and shoppable OOH ads are very much possible today. With the proliferation of contactless technology this is only likely to increase in the coming year. New technology will allow us to speed up the process from consideration to purchase with OOH media and therefore could be an area to watch for retail clients.
Facebooks launch of TRP buying seems to be an aggressive move to target lucrative TV budgets. TV spend is still higher that Digital in the US and thus provides a golden opportunity for Facebook to increase profits. In the UK, digital will this year reach over 50% of all ad spend and digital providers will continue to target traditional media budgets. Is this a threat to OOH? I think quite the opposite. £65 million is being invested by OOH media owners into DOOH this year and networks are becoming increasingly sophisticated. Its highly likely cross platform/media digital approaches will become much more prevalent moving forward and the OOH industry is in a strong position to take advantage of this.
Content and Data were once again huge areas of focus across the four days, but given they are so well documented, I decided to focus my attention on two alternative areas of interest. The first, which is timely for the UK OOH market, is programmatic. The second is just really cool, albeit scary; artificial intelligence:
Programmatic:
A whole three day schedule of events the ’OMAA Programmatic Display’ was dedicated to exploring the future of programmatic under the headline topic: From Automation To Storytelling: Solving For Display. Programmatic is a huge focus in the USA and there is a real push to extend this beyond the realms of online into more traditional formats such as TV and OOH. Although in its infancy, OOH and TV are already traded programmatically in the US and budgets allocated to this area are set to grow hugely across the board. With the addition of new media in the programmatic space the need for greater cross platform integration rises. There was much debate over whether omnichannel planning is the way forward and although still a fair way off becoming the norm, the general consensus was that type of approach will be needed in the future. As we are on the cusp of launching programmatic OOH in the UK, lessons from the USA point to the crucial need for collaboration with this movement to be spearheaded by OOH and digital specialists alike. OOH planners need to quickly equip ourselves with the skills and knowledge required to earn a seat at the programmatic table.
 Artificial Intelligence (AI):
The final area of focus, and probably the most interesting was a talk from Yasuharu Sasaki, Executive Creative Director at Dentsu entitled “Will AI Disrupt Creativity Produced by Humans?” Many have predicted when the singularity will come. Some say 2030, some 2045 – either way, the thought that AI will surpass the human brain is worrying! In an industry where creativity and innovation is what we do, Sasaki’s hypothesising on whether our jobs will still be needed, or whether human creativity will become redundant had the rooms attention. The good news is, Sasaki predicts human creativity will still very much be needed in the future. But it comes with a warning – robots will soon become incredibly powerful and will be able to learn human creativity so they will likely beat our ‘mediocre’ ideas. But so long as we up our game and strengthen our creativity we will be needed long into the future – after all only human creativity can create new innovations.
Denstu are developing some fascinating AI projects in Japan including Pepper, a robot whose sole purpose is it communicate with and entertain humans and can be purchased for a mere £1,050. Pepper has been bought for personal use as well as commercial becoming the world’s first robot to work in a Tokyo Bank. They have also created a number of products for marketing purposes. Matsukoroid was an AI robot ‘double’ created to look and behave exactly like a famous cross dressing talk show host in Japan. At a cost of around £55k to produce, this stunt created huge amounts of PR and an impressive ROI. IBM Watsons ‘Chef Watson is another example of marketing related AI where the supercomputer learns and creates crazy recipes that the human brain may never have thought of – like chocolate sushi.
So what does this mean for OOH? Posterscope are already exploring AI in posters in the UK with a recent launch of a DOOH site that could learn and adapt to human responses – this allows for greater efficiencies in serving relevant content. But what next? Dentsu are exploring the emotional side of AI and this is something that could have fascinating applications in media. In a time where connecting with the consumer on a personal level is something many marketers are striving for, could we build AI into digital screens or experiential events that could actually interact with consumers on an emotional level giving them a positive but completely individual experience? This is all technically possible today but the question is whether UK consumers are ready for this type of innovation?
My final thought: Advertising Week has just announced the launch of Advertising Week Asia 2016. The UK are years behind Asia when it comes to adopting these types of technologies but it won’t be long until some of the ‘less crazy’ ones appear on our shores. I predict AdWeek Asia will be a conference like no other – where you will see these new technologies and their applications to media first hand. If you are lucky enough to get to AdWeek Asia I’m confident it will blow your mind!
New York Advertising Week : by  Louise Coshan, Supervisor, Account Manager, Posterscope USA
After my taster of Advertising Week earlier this year in London, I was eager to get my name on the list to attend as many events as I could in New York. Having moved to this great City in June, it still surprises me how much of a brands media spend is portioned to OOH advertising in the USA with the medium often being viewed as secondary to the likes of TV, Digital and Print.  We recently saw a YOY increase to OOH media spend, so is this set to change?  With that in mind, I was intrigued to see the trending topics of discussion and what this could mean for OOH planning and buying going forward.
The week kicked off with a splash of red, white & black from the OAAA (Outdoor Advertising Association of America) with the launch of their campaign, ‘Feel the Real’.  This was used to target media agencies and planners, whilst making a larger call to the public to engage with the real world.  As well as championing OOH as a real medium that reaches real people to drive significant digital engagement, it was also challenging the media industry to think about ‘How real is digital?’  This campaign demonstrates the impact that OOH sites can have to create engagement and complement digital marketing, especially the growing mobile market.  A great conversation starter for the week ahead, I think.
As we move into the era of ‘audience buying’, understanding a brands audience has become more and more important for all media budgets need to be accountable.  Carat’s insight and in-depth study on ‘The Millennial Disconnect: If you’re Not Winning with Millennials, You’re Just Not Winning’ definitely inspired and made me think how the innovation that is continually evolving within the OOH space could create great opportunities for brands to engage with this hard-to-reach audience.
Carat’s research showed how marketers’ current strategies only effectively reaches 42% of this group, so the “hyper-connected, optimistic, digital extrovert” stereotype that has been associated with all Millennials isn’t the whole picture.
They highlighted that although media and tech has shaped this audience there are several segments that form this audience.  So digital is not the only way this audience want to be spoken to.  We have moved from that Mad Men age, where people trusted a brands message to a time where people work harder than advertising.
We now trust people and their conversation and enjoy being part of it. DOOH now allows brands to broadcast a consumer’s comments and brand experience through photos or social media conversation, and also update a screen through a Live Feed.  This is a great way to build trust through conversation and understand this key audience more and should be a consideration for brands going forward.
While we are on the subject of segmenting audiences, Programmatic was a topic that could not be missed over advertising Week calendar. The OMMA (Online Marketing Media and Advertising) held a 3 day advertising week event dedicated to the subject. The first panel I attended was ‘People, Not Pages: What Does “Buying Audiences” Mean for Media and Marketers?’
This discussion focused on the fact advertisers are now looking to find and buy audiences, data and programmatic technologies and allow this approach to targeting.  Online has always been a strong medium for audience buying.  But, with the access now to more data being heavily supported by mobile, we move to a time where ‘Location is the new cookie’.
With OOH buying being extremely location driven, this is an exciting time to be looking at OOH and DOOH buying as the market begins to evolve and move towards a more flexibility.  This will of course make a time of change for media buyers, planners and owners. But, it’s something all parties will have to embrace to allow OOH to keep up with consumer behavior and their relationship with brands.
Posterscope’s CEO, Helma Larkin, joined the discussion for ‘Automating the Next Frontier’ which focused on Programmatic buying capabilities across multiple platforms.  Programmatic OOH buying is being pioneered by Posterscope at the moment, and we are already seeing brands add multiple touch points to their media plan considering the target audience and timing for a brands messaging.
As well as reaching the right audience at the right time through media placement, creativity will also need to be a part of this to ensure we are adding to the consumer experience making the message as timely and contextual as the media buy. The subject of ‘Ad Blocking’ was a big part of this conversation and the need for a mix of strong creativity and media placement.
If the content delivered is relevant enough, will consumers block brands or welcome their content? Following the Millennial insights that Carat shared the later certainly seems the case and more context will lead to a more trusted market place for consumers.  It seems that there could be certain segments such as the tech savvy millennials that would ‘Ad block’ making it difficult for online to reach these audiences?  Could this be where OOH is considered for brands to cut through the cluttered market and help make digital media become ‘real’ to achieve more effective brand messaging.
John Montgomery, Chairman GroupM, led the discussion for ‘The Rise of the Audience.’  He looked at the future of a market being driven by both digital platforms and a data and how it is moving away from buying just media but audience.  It terms of how this will work for clients and media in the future, Programmatic really is about making the media work harder to deliver the message to the audience.  It shouldn’t be thought of as saving money but fitting into the clients business. There will be some brands that will need to build audience delivery over time still.
My final session at Adweek that I was blown away by, was some of the new technologies and projects that Yasuharu Sasaki, Executive Creative Director at Dentsu shared in his seminar on “Will AI Disrupt Creativity Produced by Humans?”  From seeing Pepper, a Robot that can guess how humans are feeling and responds to emotions based on gestures, to a complete robot replica of a TV Presenter that helped to build their fame and became a celebrity in their own right.
This session left me thinking, ‘what is the art of communication going to evolve to?’ What was once the future, is almost here where screens can deliver a personalized message – ‘Minority Report Style.’ But, is that really what consumers want to see?  Thankfully, Yasuharu did leave me with some reassurance by summing up his discussion with communication. I couldn’t agree more. Having recently been given the great opportunity to move to New York from the UK, I’ve realized now more than ever how important quality-daily communication is to me.
Technology has completely supported my move, allowing me to stay in touch with loved ones in the UK via many platforms.  So, as we wrap up Advertising Week NYC in the traditional media way of enjoying a cocktail at Soho House amongst the chatter of real, face to face, conversation (maybe a social media post to share my activities was involved!). I’m left with the thought, ‘if we can get the mix of data, how we use technology and content as good as my Gin & Tonic, I’m sure we’ll have a happy party of people trusting and enjoying a brand’s conversation.

Google Paints Stunning Portraits of Disability Rights Heroes on Washington, D.C. Steps

In 1990, a group of disabled people pulled themselves up the steps at the U.S. Capital building to advocate for the Americans With Disabilities Act, protesting delays in an event that became known as the Capitol Crawl.

Now, a new outdoor ad campaign from Google and 72andSunny marks the 25th anniversary of the landmark legislation by featuring painted portraits of key figures in the disability rights movement on the steps of major cultural buildings in Washington, D.C.

The billboards featured a range of notable activists—like Claudia Gordon, the first deaf female African-American attorney in U.S. history, and Ed Roberts, a leader in the drive for the ADA as well as the movement more broadly—at buildings like Gallaudet University and the National Portrait Gallery, respectively. They also celebrated legislators like former U.S. Sen. Tom Harkin of Iowa and U.S. Rep. Patrick Kennedy of Rhode Island.

A quote accompanied each portrait. “This vital legislation will open the door to full participation by people with disabilities in our neighbourhoods, workplaces, our economy, and our American Dream,” reads Harkin’s, posted on steps in the Newseum.

The steps leading up to the Carnegie Library also feature a quote—sans portrait—from President George H.W. Bush, who signed the ADA into law.

72andSunny hired artist Darren Booth to illustrate the campaign. An accompanying website features more in-depth telling of each figure’s role in the movement, including, in most cases, video interviews with the subjects themselves. It also ties more directly back into the brand’s products, with a Google Map offering a “tour” of the locations that hosted the portraits.

Here are all the paintings and their locations:

Claudia Gordon at Gallaudet University

Tom Harkin at the Newseum

Patrick Kennedy at Woodrow Wilson Plaza

Justin Dart Jr. at Woodrow Wilson Plaza

Tia Nelis at the National Museum of American History

Kathy Martinez at the National Museum of American History

Ed Roberts at the National Portrait Gallery

Judy Heumann at the National Portrait Gallery

Tatyana McFadden at the National Portrait Gallery

MLS All-Star Game

The world gathered in Portland’s Providence Park for the 2014 Major League Soccer All-Star Game as America’s best faced off against Bayern Munich. But the real star attraction was not the match, but the forty-five foot All-Star Game ball perched on top of the Oregon offices dominating the attending crowd. The enormous Adidas soccer ball loomed large on the Portland skyline and over the stadium, making Adidas the most visible message at the MLS All-Star Game. This campaign was planned by Posterscope USA.

Helma Larkin appointed CEO, Posterscope US

Posterscope US CFO Helma Larkin has been appointed CEO of Posterscope USA. In this role, Helma will bring her proven strategic business acumen to the Posterscope network across the US. Her immediate responsibilities will include enhancing the Posterscope offering to include new technologies, relationships, and partnerships that the evolving out-of-home marketplace demands.
In today’s convergent world, people are spending more and more time out-of-home, and media is central to the way they behave. At the same time, there are new, exciting opportunities to reach and engage consumers. Helma, with her deep expertise in media and technology, implicitly understands the important position of out-of-home in holistic marketing campaigns and the role media plays in driving business success
 

Homer Meets His Maker

Fox TV and psLIVE UK Bring Homer Simpson to Life at the San Diego Comic Con

On the 26th July, Fox TV and psLIVE UK brought TV’s favourite doughnut-eating dad to life as part of The Simpsons 25th anniversary. This activity formed a key part of the San Diego Comic Con, which ran from the 23rd to the 27th July.
To celebrate the history of this iconic TV show, a panel featuring Matt Groening, creator of The Simpsons, and the long-term producer, Al Jean, fielded questions about 25 years of The Simpsons in front of 8000 fans at San Diego’s famous Comic Con.
At the end of the panel session, Homer Simpson himself made a surprise guest appearance! The 360 degree, 3D holographic projection of Homer walked onto the stage and engaged the crowd with a speech to mark the 25th anniversary of the show that was specially written with the San Diego Comic Con audience in mind. In addition to this, Matt Groening took part in a live conversation with Homer from the Comic Con stage to truly delight a hugely appreciative crowd, in ballroom 20 of the San Diego Convention Centre.
psLIVE UK were responsible for the creative concept, planning and execution of the hologram projection and worked closely with 20th Century Fox TV studio team to create the 3D animation of Homer.
Michael Brown, MD psLIVE UK: “We were delighted to again be sought out by Fox to create a truly pioneering experience around this important milestone in one of the most successful, and famous TV franchises globally – it was a real privilege and honour to be entrusted to deliver this particular event experience for one of our most valued clients”.
The Comic Con audience certainly lapped it up, as did the whole of the USA: The cameras of Good Morning America captured the innovative work for broadcast across the entire nation.
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Chalk Street Art Character Interacts with Surrounding Landscapes

Little green Alien brings a smile to peoples’ faces all over Ann Arbor
Some people might still have their doubts about street art, but the city of Ann Arbor has accepted the idea whole-heartedly thanks to the adorable chalk illustrations of David Zinn. His work features a little green alien called Sluggo, who can be found interacting with other imaginary characters all over the city. Created with chalk, charcoal and found objects, each piece is completely improvised, and has proven to be a huge hit with the local children.
Part of what makes Zinn’s illustrations so special is that they aren’t meant to last forever – rain, snow and street cleaners all pose a threat. In an interview with the Ann Arbor news, he said, “Really it’s pointless, other than hopefully it cheers someone up.” More than that, the art aims to mystify people and shake them out of their usual reality in order to appreciate the moment.
Sluggo can be found marching through double yellow painted lines, tracking yellow foot prints along his way, sitting on tropical islands, fishing in the sidewalk, and attacking leaves with a rake – to name just a few.
His art isn’t just for show either, as there have been times when people decide to make their own changes to the art. On one such occasion, Zinn returned to check on a cute little rainbow-colored alien with a hole in its stomach, and was happy to discover that someone had left a pile of Skittles in the middle of the alien’s belly.
Via: psfk

Outdoor Becomes Art’Door: The Sequel

Now in its second year, Art Everywhere seeks to bring art onto the streets nationwide by working with numerous OOH media owners.
The top 25 British works of art as chosen by the public will be announced on Wednesday 16th July. These pieces will then be featured on thousands of billboards across the UK all through summer, transforming the country once again into the largest Outdoor art gallery ever.
Art Everywhere, USA
The immense popularity of the Art Everywhere project has spilled across the Atlantic, launching the first USA edition this year. Five leading art museums selected pieces of American art that represent the country’s history and culture. The American public has since voted for their favourites and are just waiting for the final 58 works to feature in the ‘very very big art show’ this summer!
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Via: JCDecaux One World

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