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6 Nations viewers found the right pub at the right time with a little help from Guinness

For this year’s RBS 6 Nations, Guinness ran a locally targeted, dynamic Out-of-Home campaign that celebrated the brand’s status as the official beer of the tournament.
Devised by Carat and Posterscope and deployed on JCDecaux’s LDN network, the campaign sought to capture the attention of Guinness fans and direct to them to pubs nearby where they could watch England battle to claim the Grand Slam whilst enjoying a pint of the much loved pub favourite.
The campaign’s dynamic creative element was automatically ad-served as a match approached to provide kick off times and distance to nearby pubs screening the live match (run through Liveposter).  A network of sensors fitted in participating pubs captured footfall data and, based on capacity levels, triggered real-time, tailored creative executions to cleverly drive fans to the best venues to watch the game.
Elliot Duncan, Guinness Marketing Manager Europe, said: “Guinness is a beer Made of More so we wanted an OOH campaign for the RBS 6 Nations that would embody this and provide more relevant content for our fans and pub partners. This campaign gave audiences upcoming match information and also let’s passers-by know where there was an available seat nearby to catch the game accompanied by a pint of the official beer of the tournament.”
Alexandra Porritt, Client Manager at Posterscope said: “This campaign used location-marketing expertise to programmatically ad-serve relevant creative to audiences: using footfall data, location and geo-targeting, and dynamic creative to provide useful information to fans, in an engaging way, at the right time and in the right place.”
Via: JCDecaux 
 

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