Posts

PSI forges strategic partnership with ForwardKeys

PSI, Posterscope’s international division, has signed a multi-year strategic partnership to power its media planning system with ForwardKeys’ unique and unrivalled travel data.

ForwardKeys draws data from all major global air reservation systems and selected airlines and tour operators to analyse more than 17m booking transactions daily.  This information is enhanced with further independent data sets plus data science to paint a picture of who is travelling where and when, and to predict future travel patterns.
When overlaid with PSI’s unique Outdoor Consumer Survey insight, plus location heat-mapping across 48 of the most prominent global cities, PSI is able to advise partners on the best solutions to target business and leisure audiences as they fly between, and spend time in, the world’s busiest urban centres.
James McEwan, Deputy Managing Director at PSI, said: “We are very excited to be joining forces with ForwardKeys, a company that shares our cultural values and our passion for understanding global travel trends.  Access to this real-time, actionable and future-facing information will enable us to advance our strategic planning capabilities and further increase the effectiveness of client campaigns.”
Olivier Jager, CEO, ForwardKeys, added: “We are delighted to be collaborating with PSI. As the world’s largest international OOH specialist, PSI’s use of ForwardKeys’ insight within its sophisticated location-marketing planning provides strong endorsement of the quality of ForwardKeys’ data.”
Via: OutSmart

Posterscope inks deal with smart city tech experts The Digit Group

Posterscope has signed a global partnership with The Digit Group, a company founded by architects and urban planners specialising in smart city technologies.
The partnership will grant Posterscope early access to the technology developed by TDG, and in turn, will work with TDG  to build technologies that will work in synergy with advertising. In future, Posterscope will help TDG manage any ad inventory generated.
“Architects and urban planners design and build cities, but marketers bring them to life,” Normandy Madden, global director, media and brand innovation said. “It’s important for us to have a good global partner to help develop and implement programmes that tap the full potential of the technologies developed for our smart cities.”
‘Smart city’ is a designation given to a city that uses technology to enhance the quality and performance of urban services such as energy, transportation, utilities, security, communication, leisure and even food production in order to reduce resource consumption, wastage and overall costs.
“The global smart cities economy is going to hit an estimated $1.4tn [£1.09bn] by 2020, as population migration towards cities continues,” Posterscope’s head of futures, Nick Halas said. “This partnership is essential in allowing us to help clients and brands manoeuvre and find a pathway to be involved in the exciting opportunities that these smart cities will bring to their citizens.”

On Posterscope’s side, Halas will co-lead the partnership along with head of platforms and partnerships, Asia-Pacific, Ben Milne, while Madden will direct the partnership for TDG.
The tech being developed by TDG that Posterscope could work with includes renewable energy sources, self-driving electric buses, self-driving electric pods, navigation and entertainment platforms like virtual and augmented reality.
Some of the ways brands could work with the self-driving buses, Madden explained, includes AR, 3D displays, holograms and even branded lighting interiors. “We’re way beyond slapping an ad on the inside of a bus, or popping a skin on the outside.”
As the buses are electric, they will charge each time they dock at bus shelters. “So the bus shelters too are part of the equation and represent opportunities for brands.”
In terms of renewable energy, TDG is developing piezoelectric panels that are capable of generating electricity from kinetic energy or friction. “These panels could be installed, for example, under the floors of malls, or pedestrian sidewalks and people walking on them would generate electricity,” Madden said. “Think of the opportunities for fitness apps such as Nike+. It would be possible to track, not only how much exercise you’ve had, but how much green energy you’ve generated.”
TDG has projects underway in China, Southeast Asia, Saudi Arabia, New Zealand and the US.
Via: Campaign Live
 

Internet of Things Brings Opportunities for Brands

The media landscape has just got used to owned, earned and paid media, but is it now time to get used to non-media turning into media too?
The Internet of Things, where everyday objects and devices communicate with each other, could transform our toasters, cars and thermostats into ad opportunities.
When Google predicted a world where ads appear on “refrigerators, car dashboards, thermostats, glasses and watches” in a letter to the US Securities and Exchange Commission, many media ears pricked up.
Already, devices such as Google’s Nest and British Gas’ Hive thermostats and Philips’ Hue light bulbs are controlled by mobile apps. The next stage of the Internet of Things would be to create a protocol allowing the devices to interact with each other.
How wide-ranging this will be is open to debate, but the direction of travel is set. If objects can collect data about how their owners use them, this will produce invaluable insights into people’s behaviour for marketers. Brands could put ads on those objects or use insights from the data to post personalised ads on smartphones, TVs or tablets.
Andy Hobsbawm, the founder and chief marketing officer of Evrythng, believes the Internet of Things offers a “tremendous media opportunity”. He notes that, as objects become networked, interactive and trackable, they will inevitably become media with “digital interfaces” for personalised content, services and experiences.
He adds: “As with any media, there’s also a challenge in extracting new intelligence from the data generated by billions of these objects coming online. Without a common standard, the opportunities could be limited.”
Some fear this could lead to a dystopian future of spam ads that misinterpret data and serve up irrelevant and inappropriate advertising.
As Dan Kirby, the chief executive of Techdept, says: “The data created by your ‘things’ communicating means amazing insights into consumer needs. This gives marketers a great deal of power, but power that has to be used responsibly. The opportunity for tone-deaf ads – imagine your house burns down, and up pops a message: ‘It seems you need a new sofa!’ – means it could undermine as well as empower a brand.”
There is no doubt that the data from smart devices could offer a huge source of insight for companies, governments and agencies alike. According to Chrissy Totty, the head of innovation at Vizeum, the increased understanding about individuals’ movements and behaviour will enable “hyper-local, hyper-relevant” messages. However, this requires data to be shared between organisations, in partnerships such as the one recently struck between Posterscope and EE.
“Without sharing, the data will be proprietary to those who have created the devices and the opportunities will remain limited,” Totty says.
“The more invisible the Internet of Things becomes, the less aware consumers will be about the amount of data they are generating and who has access to this.
“Agencies, media owners and brands all need to stay on the right side of the ‘creepy line’, to quote Eric Schmidt – respecting our traditional value exchange with the consumer. Advertising, however smartly targeted, will still need to add value to the consumer and be something they knowingly opt into.”
Via: Campaign Live

Tfl and ESPN FC to Display World Cup Updates on London Underground

Transport for London (Tfl) has partnered with ESPN’s football website, ESPN FC, to deliver football results to London Underground commuters during the World Cup – marking the first time the transport body has signed a commercial partnership.
The partnership will see Tfl and ESPN FC bring news, results and score updates from the games to more than 140 stations via overhead platform boards and 400 service update boards displayed at station entrances.
As part of the partnership, which launches on 12 June, ESPN FC will run an advertising campaign on the home page and journey planner section of the Tfl website, as well as experiential activity involving football freestylers at Stratford, Charing Cross and Tottenham Court Road stations later this week.
Via: The Drum

Portfolio Items