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Posterscope Netherlands launches dynamic digital platform, Liveposter

Posterscope has launched Liveposter in the Netherlands. The platform allows Digital Out Of Home campaigns to be controlled centrally, over multiple networks. Campaigns can be adapted and broadcast real-time across complete networks or individual screens.
The platform uses location-related data such as consumer behaviour, weather, search and footfall to optimise campaigns. At any desired time of the day, throughout the campaign period, the advertisement can be adapted and made relevant for the location and the audience present.
Liveposter sets a new standard within DOOH in the Netherlands. Targeting options that have already been available for digital advertisements are now also possible for out-of-home which can now be purchased, adapted and broadcast in a comparable manner. Posterscope is the first OOH media agency in the Netherlands to offer programmatic advertising on DOOH screens from Ngage Media, JCDecaux and Exterion and allows advertisers to benefit from dynamic content campaigns in public spaces.
The first campaign via Liveposter was carried out together with Wehkamp and Ngage Media: a dynamic content campaign based on the current weather in seven different cities with an assortment focus on fashion and garden. From March 12 to March 28, Posterscope served with the help of LivePoster 14 impactful digital screens from Ngage on city squares and shopping centers. With high-level deployment and with the best possible distribution across the Netherlands.
An umbrella in the rain – As soon as it started to rain in one of the cities, a Wehkamp fashion expression with an umbrella was shown on screen level. As soon as the sun showed up, the expression was replaced in real time by a version with garden assortment. The result was a dynamic campaign with which Wehkamp could distinguish itself and was visible in a relevant and surprising way with its products.
Bas van den Hoogen, Country Manager, Posterscope Netherlands: “We launch Liveposter because research has shown that relevant content for the audience present increases the effect of campaigns by more than 15%. The ability to use dynamic content based on relevant data and consumer insights creates a giant step in the digitization of Out of Home. From now on DOOH also belongs to the online media strategy. ”
Via: Posterscope Netherlands / Fonk

Posterscope Brazil implement city-wide campaign to raise awareness of new digital TV signal

Posterscope Brazil have created an integrated campaign to raise awareness of analog TV signal switching to digital to the citizens of Rio de Janeiro. The OOH excution formed part of an integrated campaign including TV and radio.
The Boulevard Olímpico, in Plaza Mauá was transformed for the campaign, with additional beacons placed in stations to detect the arrival of a train at a station and triggering site-specific content. 
The campaign’s goal is to illustrate the concept of “See the world without drizzle on your TV”, referring to the main benefits of the new digital signal, which offers cinema-quality picture and sound to viewers.
“This is a real example of the potential and impact that OOH media has when well planned and integrated with the advertiser’s strategy, adding timing , impact and simple communication features ,” says Marco Muñoz, COO of Posterscope Brazil.

Mobile meets OOH is the sweet spot for location-based marketing

Location-based marketing combines the best of online and offline, of narrowcast and broadcast, of the real world and the virtual world.

The use of location in targeting marketing communication is not a new phenomenon but, fuelled by the explosion of mobile devices and the data trails they leave, it has become a significantly more effective tool in recent years.

As a result, it has been forecast that as much as 43% of all adspend will be location targeted by 2019.

But understanding where an audience is and serving marketing messages relevant to that specific place only represents one facet of what a location-based strategy can provide to marketers.

In my view, there are two other components that are arguably more significant in terms of their potential to transform marketing effectiveness.

The first is the cross-over between the digital world and the physical world.
As access to the online world becomes increasingly dominated by mobile devices, location-based marketing provides a meeting of online and offline, of narrowcast and broadcast, of the real world and the virtual world.

Working together, mobile marketing and out-of-home provide powerful synergies.

Our research shows that mobile click-through rates increase by up to 15% when supported by OOH, and a major piece of industry research conducted last year demonstrated that better performing OOH campaigns create a 38% uplift in short-term brand action taken via mobiles, with 66% of all actions being direct to the brand itself.

The second is the ability to go beyond simply knowing where your audience is at a particular time to understanding where they have come from, where they are going and, crucially, what they are thinking, feeling and doing in that location.

This depth of context is gold dust in terms of ensuring that marketing has the highest possible relevance and timeliness, and it’s this deeper level of insight that perhaps explains why 75% of marketers consider location-based marketing a vital part of their future marketing strategy.

The traditional criteria of targeting the right people in the right medium is complemented by the right place, the right moment and the right state of mind.

Location-based marketing is most immediately associated with mobile marketing but the location-specific search, browsing, social media and app usage data derived from mobile devices can also revolutionise all other, location-based media channels and disciplines.

Probably the most significant of these is OOH. The rich and complex data now available means that OOH planning can be done to a level of sophistication only dreamt about a few years ago, and data-led, dynamic ad-serving technology like our own Liveposter platform can optimise digital OOH content in real time.

In a recent campaign for Microsoft, we saw a 62% increase in ad recall in the areas when location-specific, mobile behavioural data was used to optimise the content and uplifts of over 50% are regularly attainable.

But this opportunity for marketers isn’t in any way seen as intrusive or unwelcome by consumers. Quite the opposite. In a major survey conducted by Dentsu Aegis, the parent company of Posterscope, across nine countries, 80% of respondents chose ‘relevance to location’ as their top pick in terms of the content they wanted to see on digital OOH screens.

It’s clear to see that location-based marketing is evolving at pace. Bruce Rogers, chief insight officer at Forbes Media recently described it as “marketing’s vital frontier”.

The scope and power of deeper data insights will help brands win when it comes to location-based marketing.

Stephen Whyte is chief executive of Posterscope

Posterscope China scoop Outstanding Contribution Award at the Beijing Advertising Association Awards.

This was the 100 th year anniversary of the development of the advertising industry association in Beijing and Posterscope were recognised for their professional conduct and significant contribution to the OOH industry over the past +30 years.
Upon announcing the award, the judges referred to many milestones in the businesses history and recognised their commitment to data, technology, planning and creativity as well as their professional approach to business and the industry in general.
Numerous campaigns were cited as examples of Posterscope’s ability to push the boundaries.
This included their 2004 work for Adidas which was the first interactive campaign in the city, their integrated and complex work for the Torch relay campaign at the 2008 Olympics and their 2014 3D projection work for BMW which won a number of awards that year including Campaign’s Digital Media Award and the Individual.
Congratulations to the team!
 

Brands go digital for April Fools' Day

On April 1st, ‘McVitie’s Jaffa Cheese Cakes’, ‘Strawberry Cheesecake Mini Cheddars’, ‘Meh-mite’, ‘Pot Noodle Twister’ and ‘Quorn- the power of Quorange’  landed on digital screens in local Asda stores, demonstrating the flexibility of digital to create an engaging  April Fool’s opportunity whilst raising brand awareness.
The majority of supermarket shopping is still done in physical stores versus online and recent research conducted by Clear Channel and On Device as part of an environment study of supermarkets states that 60% of supermarket shoppers are more likely to buy an advertised product.
Martin Corke, Marketing Director at Clear Channel UK said “Our digital network is all about inspiring shoppers and driving sales. The unmissable and highly flexible Asda Live screens engage shoppers at precisely the right moments. This April Fools’ activity was a great example of brands using the creative power and technical capabilities of DOOH to maximise engagement, at moments that matter for advertisers and audiences alike”.
Via: OutSmart
 

Rexona scare shoppers in their ‘Believe In The Invisible’ stunt

A walkway that ‘falls’ underneath customers at Macquarie Shopping Centre in Sydney is at the centre of a new campaign for Rexona’s Invisible Dry range.

The campaign was launched over the weekend with a stunt by digital content agency Mindconsole.

The activation used a 4K Oled screen, sound effects and motion sensors to make it appear as if the ground was collapsing – startling the public as they walked over it. The stunt was filmed on 10 cameras and will be used as digital video content.

“Everyone responds differently to external stimuli so we needed to ensure multiple senses – sight, sound and motion – were considered,” said Ratcliff, managing partner of Mindconsole.

According to John McKeon, marketing manager for Rexona, the latest stunt is the first part of the ‘Invisible’ campaign, which will continue to show how the product protects consumers from marks, stains and sweat.

As part of the campaign Rexona has also released two 15-second global TV spots which see a man and a woman going about everyday life by travelling or walking on invisible objects.

The new work also introduces Rexona Men Invisible Dry Fresh to the Australian market following its success in the UK.

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Via: Best Ads on TV 
 

Weather-triggered billboards remind us that summer – and swimsuit-clad lifeguards – are coming

With the first official day of spring still nearly two months away, the studio behind the upcoming Baywatch reboot wants to remind viewers in some of the coldest climates in America that relief is (sort of) in sight, much like the lifeguards in the movie itself running in slow motion toward a beach-goer in distress.
In order to do so, Paramount Pictures and outdoor advertising company Lamar Advertising have launched a digital out-of-home campaign that changes in real time based on local weather conditions in 16 US markets.
The campaign creative is coded and programmed to pull weather data from the National Oceanic and Atmospheric Administration website through an RSS feed. Each digital billboard reads the feed and determines which creative will run based on the current weather in that location.
That means passersby will see…
A general cold weather ad that runs when the temperature is between 1 and 50 degrees Fahrenheit:

A subzero/icy weather ad that runs when the temperature is 0 degrees and below:

A snowy weather ad that runs when snow is in the forecast:

Or a rainy weather ad that runs when rain/sleet is in the forecast:

Via: The Drum
 

Camelot, Clear Channel, Posterscope & Vizeum deliver the UK’s biggest ever digital Out of Home campaign on New Year’s Day

In the largest Digital Out of Home (DOOH) campaign in UK history, The National Lottery celebrates a record 347 millionaires made in 2016 and wishes the nation good luck in 2017 across Clear Channel’s entire national digital estate – in partnership with Posterscope & Vizeum.
The New Year’s Day campaign, delivering over 10 million impressions, marks the first time Clear Channel’s entire market-leading digital estate has been taken over by one single brand.
In a media first, National Lottery operator Camelot, in partnership with Out of Home communications agency Posterscope, has celebrated the first day of the New Year by taking over Clear Channel’s entire digital estate in the UK to celebrate a record 347 millionaires made in 2016 and wish the nation good luck in 2017. With almost 6,000 screens nationwide, Clear Channel is the UK’s largest provider of Digital Out of Home media, and the campaign will generate over 10 million impressions in the single day it will be live.
The campaign, delivered programmatically using Clear Channel’s content and inventory management system, Play iQ, will appear across multiple DOOH environments. This includes the UK’s first nationwide roadside DOOH network, Adshel Live, which has just celebrated its 2 billionth play and consists of nearly 1,000 state-of-the-art digital 6-sheets right across the country.
The National Lottery’s ‘Good Luck’ campaign will also run across Clear Channel’s market-leading retail estate which includes Malls Live, recently-launched Malls Live XL, Sainsbury’s Live, Asda Live, Socialite and Forecourts – reaching thousands of shoppers in key locations as the January sales kick off and activating purchase decisions at point of sale.
Camelot will also appear on Clear Channel’s nationwide Storm network of super premium digital screens. The ‘Good Luck’ campaign will take over iconic London DOOH sites such as Storm Chiswick Towers, the North London Towers, Shoreditch High Street and Borough High Street. Across the UK, Storm The Mile in Leeds, Storm Liverpool Towers and Storm Mancunian Junction will also feature the ‘Good Luck’ creative, as well as Clear Channel’s 55-strong nationwide Wrap digital billboard network adding fame and prestige to the campaign’s national reach.
Justin Cochrane, CEO of Clear Channel UK, said: “This is a landmark campaign for Out of Home media, and a fantastic way to kick off 2017. The flexibility of digital has made dynamic campaigns like The National Lottery’s ‘Good Luck’ campaign achievable, and the nationwide footprint of our estate means we can offer advertisers broadcast reach with over 10 million impressions daily.
“As programmatic continues to play an increasing role in the deployment of digital campaigns, it’s great to see brands harnessing the power of Out of Home to engage the public in context, at scale.”
Mark Waddell, Client Director at Posterscope, said: “Camelot was looking for a high-impact campaign that would reach all corners of the UK to wish the nation good luck for the year ahead. This total take-over of the entire Clear Channel estate does this and welcomes in the New Year with impact, we are excited to be part of another DOOH media first.”
National Lottery Marketing Manager, Adam Chataway, said: “With a record number of millionaires made in 2016, we felt that New Year’s Day was the perfect time to celebrate how The National Lottery changes people’s lives and wish the nation luck for the year ahead. The ever-growing scale of Digital Out of Home makes it the perfect platform for us to do that with the necessary reach and impact.”
James Cross, Business Director, Vizeum, said: “Camelot have become drivers of innovation in the Digital OOH space and we are really excited to be using OOH in this creative way. At Vizeum we want to use media to drive growth for our clients. The increasing flexibility of the OOH channel is playing into our hands here and we are delighted to be able to celebrate a record breaking number of millionaires through a digital takeover of this scale.”
Via: Clear Channel UK

Ocean Digital Creative Competition announce winners

WCRS, Kinetic Active and 18 Feet & Rising will have their concept ads for Churchill, McVitie’s, Warner Brothers and Born Free brought to life after winning in Ocean Outdoor and Campaign’s creative contest.
The results were announced to a 500-strong audience at London’s IMAX last week
The digital out-of-home ads will now be developed and share in a £650,000 prize pot to fund their appearance on Ocean screens in the UK and in New York and Hong Kong over the next 12 months.
First prize in the Creative Techniques UK category was awarded to WCRS’ campaign for Churchill. “Churchie’s Drive-Thru Car Insurance” uses Ocean’s vehicle recognition technology to allow “Churchie” to serve passing drivers with cheeky, personalised messages about their cars, as if from a retro American drive-through diner’s serving hatch. The aim is to reflect the brand’s fast, dependable service, with a cheeky twist.
An interactive robot that conducts dunking experiments to discover what biscuit has the most staying power is at the centre of Kinetic Active’s campaign for McVitie’s, which triumphed in the Interactive UK section.
The public control D.U.N.C.A.N. (above) with an iPhone or iPad, to choose which biscuit to dunk. The player with the highest dunk record will win a year’s supply of their best biscuit.
Two international prizes were awarded for the first time this year. 18 Feet and Rising’s idea to mobilise support to stop the slaughter of African elephants for their ivory trampled on the competition to take the Creative Techniques prize for Space for Giants.
In “March for Giants”, the public and companies are invited to generate personalised baby elephants and branded adult ones, respectively, who will join a virtual march across out-of-home screens internationally.
The international prize in Interactive was plucked by a game featuring people pulling Excalibur from the stone by Kinetic Active to mark the release of client Warner Brothers’ film King Arthur by Guy Richie. Both international winning campaigns will run across screens in London, New York and Hong Kong.
Runners-up were:
Creative Techniques UK second prize – WCRS’ “Free me from this poster” for the Born Free Foundation
Creative Techniques UK third prize – the7stars’ “Magic, bringing guilt-free happiness to life” for Bauer Media
Interactive UK second prize – WCRS’ “Save the Bees” for the Bumblebee Conservation Trust
Interactive UK third prize – 23red’s “One You Active 10” for Public Health England.
The seventh annual contest drew a record number of 81 entries. Claire Beale, Campaign’s global editor-in-chief and one of the judges, said: “Plenty of the entries into this year’s awards demonstrated a real understanding of the potential for digital out-of-home screens to be the screens of the future, using technology to help engage our emotions on a new level and tell stories in ways that would simply have been unthinkable in the era of bucket and paste posters.
“For all of those reasons, judging the submissions this year was a genuinely exciting experience. Many congratulations to the visionary winners.”
Ocean chief executive Tim Bleakley said the “growth of entry numbers and the scale of the ideas reflect the pace at which digital out-of-home is evolving as a medium of stature and impact.”
Previous winning campaigns include WCRS’ “Look at me” ad for Women’s Aid and MicroLoans “Pennies for Life”, which both generated global PR and went on to win Cannes Lions.
Via: Campaignlive
For more on the 2016 winning campaigns, see Campaign’s 21 October issue and visit oceanoutdoor.com.

Wandsworth Roundabout is Live

JCDecaux has announced the launch of four new large format digital screens on its high-impact Wandsworth Roundabout location. The launch follows iconic locations such as Old Street roundabout EC1, Cromwell Road and Waterloo Station as the company builds out its large format digital presence in London.
Wandsworth Roundabout’s iconic structure targets multiple flows of traffic as they head in and out of London from the affluent South-West. The four digital screens deliver over 200 square metres of digital space, with the screens increasing in size by over 40%.
The superstructure is visible to over half a million vehicles which pass through one of the busiest junctions in London every week, and is estimated to generate 2.6 million impressions every two weeks (Source: Department for Transport).
JCDecaux’s rich Smartdata programme shows that Wandsworth Roundabout site has a strong profile against the ‘frequent flier’ audience – people defined as taking an average of more than four holidays every year. This has made the flagship site a particularly popular location with travel brands, with American Airlines confirmed as one of the launch advertisers. Other launch partners include Mini, Jaguar, 3 Mobile and Samsung.
Spencer Berwin, Co-Chief Executive Officer at JCDecaux, said: “Situated on one of Britain’s busiest junctions, with inbound traffic heading towards Kensington & Chelsea and outbound traffic towards the affluent South-West, Wandsworth Roundabout is one of the UK’s most striking and attractive advertising sites. With our high-resolution, high-impact digital screens in Old Street and Wandsworth, we have now digitised London’s two flagship locations in the East and West, and continue our vision to develop the world’s most advanced Out-of-Home digital media network in London.”
Graeme Craig, TfL Director of Commercial Development, said: “JCDecaux’s new digital screens at Wandsworth Roundabout provides tailored, dynamic advertising and is part of our wider commercial approach to generate £3.4bn in non-fare revenue over ten years, which will be reinvested in the transport network.”