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Posterscope and psLIVE Ad Week News

This week saw the 4th edition of Advertising Week Europe, a hybrid of inspiring thought leadership, entertainment and events that celebrate the industry and its people. Across 5 days Adweek 2016 involved, 220+ events, 28,450 attendees, 200+ seminars & workshops, 10,100+ delegates, 735+ speakers and 465 press. Posterscope and psLIVE held ‘sell-out sessions.
Posterscope: Monday 18th April- Storytellers Will Rule the World
With a single network spot on digital out-of-home reaching as many people as watch Gogglebox, it is not surprising that advertisers are increasingly turning to this channel to deliver their brand communications. This is reflected in the growth of DOOH which, this year, is expected to account for 45% of total OOH revenues.
We gave three of the best content creators the opportunity to to talk about what engaging content could like on this exciting channel and how they would use digital out-of-home (DOOH) to tell their story. The audience then voted to decide who won £100k of DOOH media to bring their ideas to life. The panel was chaired by Julian Linley Editor-in-chief, Digital Spy, Hearst and featured:

  • Sam Baker Co-founder, CEO & editor,, The Pool
  • Gizzi Erskine British Chef & Award Winning Food Writer
  • Kate Thornton Founder & Editor-in-Chief, tbseen.com.

These three entrepreneurial women with businesses founded on providing relevant content to their audiences presented three very different ideas. Sam Baker’s strategy focused on owning the commuting journey, bookending a woman’s day with content and information relevant to their mind frame in the morning versus evening. Gizzi Erskine’s concept focused on providing inspirational images, timed around festive events, from her upcoming book Season’s Eatings, giving audiences inspiration on what to cook. Kate Thornton’s strategy mixed useful style hacks with pure entertainment, to provide usefulness and also bit of light relief, which often gets forgotten, for audiences
To watch a replay of the session click here
psLIVE: Tuesday 19th April How Smart Cities Will Transform Advertising
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The City that gives back session presented by psLIVE unpicked the Smart Cities movement. The session welcomed a panel of experts undertaking different roles in the Smart City space to discuss the potential and benefits this movement will offer to citizens. The panel discussed the role technology plays in bringing experiences and Smart City functionality to life and how these technological developments will continue to improve experiences. Discussing a range of experiences from arts, utility, immersive to public private partnerships, all the experts shared their views on the role Smart Cities will continue to play
The panel was chaired by David Adam Founder & Principal, Global Cities and featured:

  • Zanine Adams Head of Events & Business Development UK, London & Partners
  • Michael Brown Managing Director , psLIVE UK
  • Paul Davies UK CMO, Microsoft
  • Richard Harris Communications and Marketing Director and Solution Director, Xerox
  • Helen Marriage Lumiere Festival Creator & Founder, Artichoke

 
To watch a replay of the session click here

Havas's Paul Frampton on the Impact of Programmatic Advertising on the OOH Sector

Havas Media chief executive Paul Frampton offers his own views on the impact that the rise of programmatic advertising can have on the out of home (OOH) sector.
Much of the talk in the world of programmatic trading is around the inevitable expansion beyond digital into other media such as TV, radio and OOH. The latter is particularly interesting as digital inventory already accounts for almost 25 per cent of OOH ad spend and this will probably double within three years.
But ‘programmatic’ is probably at best a misleading term, given its very specific digital heritage, and at worst a misnomer. With OOH being fundamentally a broadcast medium with a ‘mass’ audience much of the value is not instantaneous and cannot be absolutely personalised to an individual. And of course performance is not driven by clicks on ads, but it is probably the best shorthand available for what is a hugely exciting future opportunity in OOH.
 So what will the OOH ‘programmatic’ future look like?
Well firstly it will not be a case of attempting to replicate the online programmatic model. Instead selected aspects of online will be translated into the closest equivalents for the physical world.
Secondly any form of programmatic OOH will need to add value to advertisers allowing them to access and optimise the medium in ways that have been historically prohibitive to achieve at scale.
So it will allow existing advertisers to minimise wastage, to target better (overall and by creative message), and to change copy more dynamically.  It will allow new advertisers to enter the medium at lower cost, with less risk, and with more demonstrable results to bring them back again and again.
Value will be added through:
Automated real time buying will give advertisers maximum agility and the application of new, often real time data to complement Route. Havas and Posterscope have already been utilising mobile data from EE for clients such as Nationwide and Emirates, and we will become increasingly reliant on such multi-source data when creating value through programmatic OOH deployment.
Audience based trading  bringing OOH in line with other media (OOH is still traded on an anachronistic cost per panel basis).
Dynamic, often data driven content as exemplified by Eurostar’s Outdoor Planning Award Grand Prix winning campaign from our sister agency, Arena, and our own Low Cost Holidays activity.
Site and creative optimisation throughout the lifecycle of an OOH campaign. Key to this is the real-time analysis of how OOH activity is influencing mobile internet behaviours.
All of this also provides the basis for an auction mechanic where demand can be the driver of price – media owners may be wary of this, but we believe it is inevitable, and that a collaborative approach can find a solution that benefits all.
Consequently I believe that there will be some splintering of the OOH market that separates the above approaches to those that are primarily about driving traditional brand metrics whereby OOH is bought in a more upfront or continuous manner.
Clearly the availability and application of data becomes more important as OOH becomes somewhat programmatic and the winners will be agencies that are best equipped in this respect. Agencies need to exploit datasets arising from 3g, 4G and wi-fi usage, traffic, environmental sensors, social, e/m-commerce, wearable tech…the list goes on and much of the success will be linked to the extent to which agencies engage their in-house resources in the planning of OOH.
With the dynamic creative opportunity referenced earlier, agencies ability to better connect media and creative become imperative and I believe that a long term commitment is needed to achieve this for our clients.
Whilst some of the emerging automation models for OOH are to be applauded, this really isn’t what I see the future as – there is no real-time buying, there is no dynamic targeting, and the ability to serve different creative messages in an ‘adserving’ manner is something that exists already.
I believe the programmatic future for OOH as a much bigger and more exciting opportunity.
There is an enormous advantage to be gained by bringing aspects of programmatic technology and thinking to the OOH medium and that ‘acting in real time’ is the key, helping advertisers obtain maximum value and effectiveness.  This will bring a distinct and game-changing edge to OOH planning and deployment.
Via: The Drum

How Do You Advertise to an Ad Agency?

Here’s one way to pitch your design studio directly to an ad agency: buy a billboard right across the street from the shop.
Intridea, a D.C.-based product design and development consultancy, did just that this month by buying a billboard for a week right near Ogilvy & Mather’s headquarters at 636 Eleventh Ave. in New York with the headline, “Ogle this, Ogilvy.”
The board included the URL oglethis.co, which featured goofy GIFs along with the text, “Made you look. Now hire us. AngularJS, Rails, UX/UI and more.”
It’s a little blunt, but it seems to have gotten Intridea in the front door. The agency says it got a call from Ogilvy New York CEO Lou Aversano and OgilvyOne managing director Dimitri Maex—and will be meeting with them on Sept. 3.
“This was the first time our team has ever spent any money on outdoor advertising,” says Intridea co-founder Yoshi Maisami, “and we’ve been very happy with the results.”
Via: AdWeek

JCDecaux Bills Brands for Google Street View Placements

In a move that some are calling “ingenious,” outdoor advertising firm JCDecaux sent out invoices to their largest Belgian clients for exposure on Google Street View.
The invoices were fake and accompanied by a framed picture of their billboard’s place on Google Street View. It was all part of a marketing ploy to get those companies to hear a pitch about JCDecaux’s new digital marketing opportunities.
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Via: PR Daily

KIA’s ‘Optical Illusion’ Ads Warn of the Hidden Dangers on the Road

German advertising agency Gürtlerbachmann created these ‘optical illusion’ ads for car brand KIA to warn drivers of the hidden dangers on the road.
Created with black-and-white diagonal lines, the ads will make you do a double take as they deceivingly spell the words ‘rock’, ‘tree’, and ‘deer’ out.
Are you able to spot the hidden words?
Via: DesignTaxi

TfL Showcases New Advertising and Retail Plans

The head of retail development at Transport for London (TfL) has unveiled plans for station redevelopments across all zones, offering advertisers and businesses new opportunities to take advantage of the busy tube and overground network.
Mike Ward, head of retail business development at TfL, said the new facelift at Old Street station – which has seen “shabby and tired tenants” removed in place of “cool pop-ups”, as well as increased security, improved lighting and colourful interior design – will soon see similar initiatives rolled out at Baker Street, Canary Wharf and Shepherd’s Bush.
“We’ve had retail right from the start,” Ward said at Exterion’s All Eyes on London event on Thursday.
“We’ve always been a place to pick up a paper and get your keys cut. More recently, we’ve also been a place to get a latte or pick up a pint of milk or a prescription, but that’s all pretty mundane and we really intend to do a lot more.”
Currently 3.7 million people pass through the tube network each day. With 400 stations, including the DLR and overground stops, the capital’s transport network is filled with prime space for advertisers and retailers to target London’s “time poor, but often cash rich” commuters.
“We’ve really focused the last ten years on getting the transport services right,” Ward said. “But we’ve kind of got that in the bag now, so we need to focus on the other stuff that makes people’s lives a bit more enjoyable as they come through the network.”
Ward said TfL “did not spend a fortune” on Old Street’s redevelopment, which now houses pop-up businesses including a marshmallow stall, an organic cereal shop and a fruit-juice provider.
“We can be a real catalyst for change. We want to be a part of improving the high street; giving businesses new opportunities to grow and reach audiences – either trading from our retail space or advertising from our stations, or combining both.”
The new developments will include adding graphics and new signage to wallspace, new lighting plans and space for pop-up businesses to trade for any time from just a day to six months. TfL will also work with existing businesses to improve their retail space.
Outside of the busier central zone, where 82% of all stations are based, Ward said new “click and collect” opportunities will also become commonplace, with brands such as Waitrose and Asda providing online grocery collection points for commuters returning home, with appropriate advertising around stations to inspire shoppers on the way in.
Similarly, lockers where commuters can collect packages ordered online from retailers such as Amazon will be rolled out in the next 24 months.
This year, the All Eyes on London event focused on the capital’s top thirty “villages” – showcasing research on the different types of residents and their exposure to out-of-home advertising. More information can be found on the dedicated website.
Via: MediaTel

Heathrow Terminal 2 Opens

JCDecaux Airport and Heathrow have unveiled a range of airport advertising opportunities at Terminal 2: The Queen’s Terminal, as the doors officially opened to the public for the first time on 4th June.
As part of Heathrow’s on-going transformation, JCDecaux Airport and Heathrow have worked alongside architects to develop media opportunities integrated into the building’s structure. With poster sites, experiential zones and over 100 digital screens, Terminal 2 delivers an array of flexible, creative and immersive opportunities for brands to engage with the terminal’s affluent passenger audience.
Via: JCDecaux

Out of Home 200% More Effective When Mobile Data is Used to Plan Ad Campaigns

  • Big data partnership hailed as game-changing as it improves out-of-home advertising effectiveness by a significant margin
  • Posterscope clients using EE data include Lenovo, Nationwide, RBS, Studio Canal, Very.co.uk and British Gas

Out-of-home (OOH) advertising is 200% more effective when mobile data is used to plan campaigns, according to initial results from Posterscope’s exclusive mData partnership with EE.
In a trial conducted from January to May 2014, the pioneering out-of-home (OOH) communications agency used EE’s anonymised and aggregated group level network usage data to optimise OOH media selections and measure increases in ad awareness, purchase consideration and online searches across 120,000 usage hotspots.  Clients, including Lenovo, Nationwide, RBS, Studio Canal, Very.co.uk and British Gas, took part in the trial.
Results from the Lenovo campaign, which featured a control group and group optimised by EE data, include:

Action Increase
Unprompted advert awareness 200%
Purchase consideration 200%
Online searches 150%

To achieve the results, Posterscope feed its proprietary ‘Planner’ app, an algorithm-based tool powered by Route, with EE’s mData.  This data was then used to gain insight into consumers’ movements and location-based digital behaviours when they were out of their homes.  This revealed how, when and where mobile devices are used in relation to, and in the proximity of, OOH media sites nationwide.
“Mobile data is the OOH industry’s biggest game-changer in a decade,” said James Davies, Chief Strategy Officer at Posterscope. “We set out to redefine the approach to OOH planning using big data from EE and the partnership has really delivered.
“We can now accurately identify which outdoor sites are seen by users of particular websites or apps and what they are doing on their mobile devices at the time.  For example, we now know Surbiton and London’s Caledonian Road stations both deliver major peaks in visits to fashion related websites so placing relevant OOH adverts in those areas will increase ad effectiveness.
“A lot has been written about big data’s usefulness recently but this is a real-life example of how we’re using it to transform an industry.  And the best thing is we’re the only OOH agency with a mobile network partnership, enabling us to draw on a dataset which features 27 million mobile users to improve OOH ad effectiveness.
“However, despite this landmark moment for the industry, we believe there’s still more to come.  By using more sophisticated data analysis techniques we’ll be able to identify audiences in real-time, display relevant digital-out-of-home adverts and improve campaign effectiveness even further.  For example, a sportswear brand could use this advanced real-time data to identify runners coming towards a digital screen and then display adverts for products such as running shoes.”
Chris Gobby, Head of mData at EE, said: “At EE we strive to help businesses make better decisions from big data with the results speaking for themselves in our work with Posterscope. We’re excited to be a part of this, and future, ground breaking applications of EE mobile data in out of home advertising and look forward to generating further unique products with Posterscope in the outdoor advertising space.”
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‘Wall Dogs’: The Real Mad Men of New York Advertising

News site Vocativ has created an eye-opening mini-documentary that takes a look at the “real Mad Men of New York advertising”.
The short video features “wall dogs”, a group of people who advertise the “old-fashioned way”, by hand-painting advertisements on the walls of NYC buildings.
Chained to walls by their safety harness, they risk life and limb to create large scale advertisements and posters that have a very human way of sending a message.
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Via: Design Taxi

Redbus Launches New Poster Network Aimed at 'Elusive' Teens

Redbus Media Group, the out-of-home media owner, has launched a new poster network across colleges and higher education institutions nationwide to target ‘elusive’ 16-19 year olds.
After first going live in January with a national recruitment campaign for the Royal Navy, the network aims to reach youth audiences through posters displayed in social spaces, such as canteens and common rooms.
According to Redbus, teenagers in the UK spend £5.7 billion every year; however remain “difficult and expensive” to reach.
The poster network – currently comprising of 100 digital and static poster units across more than 50 sites nationwide – aims to overcome these challenges by appealing to a “broad range of youth-focused brands” – including fashion, film and phone networks.
Redbus intends to convert the entire estate to digital over the next 12-18 months in a bid to complement the company’s existing digital poster network, Eighteen-24.
Via: MediaTel