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Outdoor Plus Comments on the Future of DOOH

Suzanne Hodgins, Head of Marketing at Outdoor Plus, writes about the future of DOOH.
Marketers have access to considerable consumer data and real-time insights and 2014 will see the trend for personalised and real-time communication continue apace. Understanding the changing needs, attitudes and behaviours of the consumer and applying this data will maximise the opportunities for tailored communications.
From an Out of Home (OOH) perspective we will see a greater number of clients take advantage of the Digital OOH (DOOH) landscape and challenge media owners to deliver truly bespoke solutions. Marketers should embrace the flexibility and dynamism of the medium and its natural partnership with social media and mobile to have real-time conversations with the consumer.
We expect the continued integration of mobile technology into OOH and the introduction of new platforms. There needs to be seamless interactivity across DOOH, social media and mobile and marketers will seek out opportunities to strengthen their brand’s relationship with consumers on the move, improving brand experiences. Marketers will be able to build on tried and tested opportunities, for example Posterscope’s NFC trials which highlighted consumer interactions tend to peak during the first week.
The integration of iBeacon will also be interesting, especially from an OOH perspective where there is natural affinity in terms of location, environment & audience delivery. Beacons not only transmit offers, coupons and recommendations but they can accept payment too. So rather than using mobile and OOH to start a brand conversation, advertisers will be able to measure key metrics including brand loyalty, sales and profitability.
For 2014, using DOOH needs to be coupled with consumer desire for personalisation. Whilst most marketers are fully aware of the benefits of DOOH they have yet to fully embrace the possibilities to create more timely, consumer centric and cohesive campaigns.
Via: Digital Marketing Magazine

Betfair target 6 Nations fans with tactical message

Betfair went live on the 31st January on the St Pancras Transvisions, with a strategically targeted and timely message. This activity was to promote the England vs. France 6 nations game in Paris that weekend and was aimed at the England fans travelling to Paris via the Eurostar. The creative promoted Betfair’s cash out option that allows punters to opt out of any bet at any time during the game.
 

Boris Johnson declares 2014 to be the 'Year of the Bus'

Forget the Year of the Horse – London’s mayor, Boris Johnson, declared 2014 to be the “Year of the Bus” in the capital. A clear threat in the glamour stakes to Rio’s World Cup.
I don’t think he meant we’ll all be forced to wait, dead-eyed, for what feels like an eternity, before everything comes at once in a single, unforgiving traffic jam. No, I believe our favourite bumbling politician was nodding his Etonian floppy mop to the fact that the Routemaster celebrates its 60th anniversary in 2014.That our iconic hop-on, hop-offs (and try not to get trapped under the wheels, if you please) have been ferrying people around the streets of London for six decades is remarkable. It’s a little-known fact that, back when the first Routemaster pulled out of the depot, people in France were still learning to walk.The “pulsing red arteries of the capital” is how Johnson described them. Running 24 hours a day, 364 days a year, buses play an important, if understated, role in the city’s economy.
More than 2.3 billion bus journeys a year are made in London. And what better use of these ten-foot-high mobile red beasts than advertising? A far cry from the digital innovations we’re usually writing about, but bus ads continue to have a reach and frequency that make them a compelling part of the mix.
Towering creative and the ability to target specific areas with tailored messages are inherent in your double-decker. Bus ads can deliver messages into the heart of the community and get people talking (just ask Garry Lace).
By way of a reality check, last year, buses carried around £100 million-worth of ads – more than double that spent on Twitter. Film and entertainment brands have long known about the power of bus advertising, spending more than £35 million last year. Similarly, high-street retailers are drawn to its proximity to point of sale in both time and space, and find buses a true leader for driving impulse purchases (think food, drinks, magazines and clothes).
Far from downmarket, TGI data shows 65 per cent of ABC1s in the UK have seen bus ads in the past week, and this rises to 74 per cent in London. As anyone at the new Exterion Media (that’s CBS Outdoor to you) will remind you, buses present the opportunity to reach the most connected urban audience in the country.
Via: MediaWeek

Outdoor hopes big data is key to success in 2014

The outdoor industry hopes that 2014 will be a transformative year as it uses big data to sell brands access to audiences with the accuracy, relevance and timeliness of TV, radio or the internet.
Last year saw the introduction of Route, which claims to be the biggest and most accurate consumer research study ever undertaken in the UK. Route offers unprecedented levels of data about how the public move around and which billboard sites they look at. Costing the industry £19 million, the movements of nearly 30,000 people were tracked via GPS.
Media owners and agencies are now busy overlaying Route with additional data – for instance, from Tesco Clubcard and EE – as they compete to outdo each other by offering brands the most powerful insights.
JCDecaux is poised to launch SmartScreens – digital billboards backed by data – at 400 Tesco stores, which will fuse Route data with the retailer’s information gleaned from its Clubcard. This will allow brands to run poster campaigns at the most appropriate time of day, day of the week and location, according to which audiences are most likely to respond to them.
As Dave McEvoy, JCDecaux’s marketing director, says: “We are not offering poster sites. It’s a channel where you buy an audience.”
Meanwhile, Carat’s out-of-home media agency, Posterscope, has tied up with EE to use the data it has on how its customers use their mobiles in different locations.
The EE data will be fused with that from Route to enable Posterscope to locate, for instance, bus stops where people tend to play a lot of mobile games – thus making the shelters attractive to computer-game advertisers.
Posterscope’s chief strategy officer, James Davies, says: “2014 will be a year when data creates a step change in outdoor planning. It comes down to what data agencies can get their hands on.”
Davies believes it is important to have the right tools to get the most out of Route. While using its standard off-the-shelf system “will only get you so far”, fusing Route with other data helps uncover value “that would otherwise be overlooked”.
The outdoor industry has fared well over the past few years, exceeding its goal of becoming a “10 per cent medium” (its aim to capture a tenth of all display advertising revenue), according to figures from the Outdoor Media Centre. These show 2012 revenues hit £971 million, bolstered by the Olympics. Figures for 2013 are expected to be even higher. Digital screens now account for about 23 per cent of revenues.
Some believe that data is helping the industry become more professional and improve its offer to brands after a concerted push to escape its downmarket reputation.
Boosting the use of data is a key part of outdoor’s attempts to rival other media. According to Gideon Adey, the business development director at Kinetic Worldwide, Route has shown the industry where target audiences actually see billboards, getting media owners and agencies “addicted” to data: “It propels us into having to get very savvy at handling vast amounts of data. Once you start getting data, you start focusing on the bits you don’t know, which is why people are bringing more data to the party.”
Via: MediaWeek

Google patents ad tech linking restaurant to taxi ride

Technology giant Google has patented a way of linking online ads to free or discounted taxi rides to the advertising restaurant, shop or entertainment venue.

The transport-linked ad service could encourage consumers to respond more often to location-based special offers, experts say.
Algorithms would work out the customer’s location, the best route and form of transport, Google says.
Gregory Roekens, chief technology officer at advertising company AMV BBDO, told the BBC: “This is trying to turn advertising into a utility and remove barriers for consumers. It’s a really interesting idea.”
Location-based
Advertisers will mine huge databases recording people’s habits, likes and preferences so that ads can be highly targeted.
Combining this information with location data gleaned from wi-fi, cellular and GPS tracking will enable businesses to tailor their ads and special offers according to where people are, the time of day and their schedules.
The addition of free or cheap travel to the location will be the icing on the cake, Google hopes.
In August, Google’s venture capital arm invested $258m (£156m) in Uber, the San Francisco-based car hire network.
Mr Roekens believes Google is envisaging customers making use of such services when responding to mobile ads in future.
And given the company’s major investment in autonomous vehicle technology, the prospect of customers being ferried automatically to nearby business venues after responding to location-based ads on their smartphones does not seem too fanciful.
But this was still “several years away”, said Mr Roekens.

In future, customers could be driven to restaurants, bars, shops and venues by driverless cars.

“Travel takes a huge amount of people’s time,” he said. “So if people can use this time more productively and interactively while in the vehicle, there’s another opportunity for advertisers.”
Via: BBC

Posterscope Guide to Convergent Out-of-Home Belgium 2014

Posterscope Belgium have created a follow on from our hugely successful Guide to Convergent Out-of-Home published in 2012, with a combination of new global and local facts and figures.
Please click here to access the presentation.
For further information, don’t hesitate to contact valerie.decoster@posterscope.com

‘Reasons to Believe' in 2014 with Coca-Cola

Coca-Cola kick-started the New Year with an outdoor advertising campaign, announcing that ‘there are 365 new reasons to believe’ in 2014.
The OOH campaign creative sparkled with fireworks and incorporated the hashtag: #ReasonsToBelieve, as it ran across ran across circa 2,000 screens in total.
 

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