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Westfield Launches Integrated Mobile and OOH Campaign Using xAd

Westfield has launched an innovative integrated mobile and Out-Of-Home campaign, with the aim of positioning the shopping centres as the place to be for entertainment.
The campaign, planned by Arena, showcases the breadth of offer available for the full day out experience at both Westfield Shepherd’s Bush and Stratford.
Out-of-Home media planned by Posterscope incorporates 6-sheets and mobile display media. The campaign benefits from xAd’s mobile display technology to connect OOH media with hyper-local mobile targeting.
OOH locations were identified through analysis of Westfield’s performance data for each mall, providing Posterscope the opportunity to maximise coverage of these key locations with the combination of both media types. Mobile not only amplifies 6 sheet posters, but plugs gaps in the OOH media plan where OOH infrastructure does not exist or is not available.
Posterscope was responsible for the recommendation of integrated planning using mobile and OOH media as well as the analysis of Westfield store performance data.
Planned and bought by Arena and Posterscope, with creative by Portas, the integrated campaign will run for two weeks from today (2nd June).
Ryan Hedditch, Integration Client Director, Posterscope, said: “This campaign is particularly innovative as it connects both OOH media and hyper-local mobile display targeting with xAd. The analysis of Westfield’s performance data played a key part in establishing a role for mobile display media on this plan – providing the opportunity to plug the gaps in our OOH recommendation as well as amplifying OOH media locations.”

Mobile Location-Based Advertising Worth €10.7bn by 2018

According to a new research report from the analyst firm Berg Insight, the total value of the global real-time mobile location-based advertising and marketing (LBA) market will grow from € 1.2 billion in 2013 at a compound annual growth rate (CAGR) of 54 percent to € 10.7 billion in 2018. This will then correspond to 38.6 percent of all mobile advertising and marketing. Location-based advertising and marketing will thus represent around 7 percent of digital advertising, or 2 percent of the total global ad spend for all media.
The past year has seen a number of significant developments in the real-time mobile LBA space. One example is the concept of beacons based on Bluetooth low energy (BLE). “The concept of Bluetooth marketing has been reinvigorated following Apple’s introduction of iBeacon in 2013”, said Rickard Andersson, Senior Analyst, Berg Insight. While so far remaining sparsely deployed, Berg Insight anticipates that beacon adoption will take off in 2014 as retailers launch innovative marketing schemes and leverage the possibility to analyse how customers roam and dwell in stores and aisles. “The burgeoning BLE-based beacon ecosystem is now populated by a large number of diverse players including PayPal, Qualcomm and start-ups such as Estimote, Swirl and Shopkick”, said Mr. Andersson. He adds that these companies constitute a completely new set of players competing alongside established LBA specialists like Verve, Placecast and xAd, LBS players including Intersec, Telenav and Waze, and operators such as AT&T, SFR and the UK joint venture Weve.
Via: Total Telecom

Posterscope boosts mobile integration with xAd partnership

Posterscope has followed its recent partnerships with Proxama and EE by inking a fresh deal with xAd in a bid to strengthen its mobile related proposition.
The multi-territory partnership seeks to encourage and enable closer integration between location-based mobile display and OOH advertising, increasing the effectiveness of campaigns.
Using xAd’s consumer location technology Posterscope will be able to facilitate geo-targeted display ads to mobile users who are in or near targeted OOH media locations, enhancing consumer branding at optimal times and locations as well as engaging consumers with contextually relevant ads right in the palm of their hands.
xAd’s Store Visitation Lift (SVL) measurement product will also enable tracking of actual in-store visitations following OOH and mobile ad exposure, allowing Posterscope to measure campaign performance and ROI. Later this year xAd and Posterscope intend to launch their real world retargeting initiative currently operational in the US, which unlike traditional geo-targeting looks to reach users based on their location and behaviours.
James Davies, chief strategy officer at Posterscope, commented: “Our partnership with xAd will help our planners and clients accelerate their understanding of how best to derive increased communications value by combining physical and mobile location based media in a highly accountable way. Mobile is a key strategic focus for Posterscope and we believe that our approach will help drive growth within both the mobile and OOH sectors.”
xAd CEO, Dipanshu Sharma, added: “We’re looking forward to working with Posterscope in the UK, following our successful roll-out of the partnership in the US last year…The UK partnership will enable us to continue our success together, delivering advanced, highly-integrated solutions on a truly global scale.”
In addition to the xAd deal Posterscope UK has also announced the appointment of Ben Milne as head of innovation, joining the UK operation from his current role as MD of Posterscope China. The new role sees Milne ensuring Posterscope’s output pushes the boundaries and incorporates the agency’s ecosystem approach to OOH planning; Milne will also take a seat on the board working alongside senior management.
Via: The Drum