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Posterscope China use infrared sensors and touch screen technology to entice consumers to interact and exercise

Posterscope China helped adidas develop a campaign that tied into the hot summer days in the city. Infra red sensors and touch screen technology were used to create Climacool bus shelters which when activated enabled consumers to interact with adidas spokesperson Peng Yu Yan.

Shshelters in Shanghai iapm Square, Lion Plaza, Raffles and Nanjing West Road, people participate in the interactive presentation of this outdoor show: when people open the door, the device receives the induction signal and triggers and opens the screen , then adidas spokesperson Peng Yu Yan appears with a “call to exercise message”. The picture is very realistic attracting pedestrians attention to stop and watch.
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Visa adds first hotel wifi sponsorship to OOH campaign targeting Chinese tourists

PSI, Posterscope’s international division, has signed its first hotel wifi sponsorship deal, for Visa China, as part of a wider out-of-home (OOH) campaign promoting its China Merchants Bank card to Chinese tourists as they arrive, travel to and stay in London.
The sponsorship, delivered in partnership with Luxia Global and Starcom UK, incorporates sponsorship of guest wifi services in 68 four and five star hotels across London throughout July. Users will be identified through browser language, served messaging in Chinese, and later retargeted with digital ads on relevant tourist and shopping websites.
RoccoForte Brown's Hotel Smartphone
The sponsorship completes a campaign appearing along the Heathrow to London “travel corridor” featuring digital OOH sites throughout Heathrow’s T5 terminal, lamppost banners across Central London and in shopping hotspots, plus a wrap of a Central London tourist bus.
James McEwan, deputy MD, at PSI said: “We are delighted to have been able to secure this sponsorship opportunity and add a targeted element to Visa’s wider campaign for its China Merchant Bank card. By supporting the provision of wifi in key hotels frequented by Chinese visitors to London, we are able to put the brand directly into the hands of the target audience at a time when they are relaxing and open to receiving brand messages.”
A spokesperson for Starcom UK, added: “The sponsorship of guest wifi is an exciting addition to our campaign for the China Merchant Bank card. The ability to reach these travellers in their own language as they arrive in London, and be associated with such a highly valued service as guest wifi is a great manifestation of Visa’s brand desire to be ‘everywhere you want to be’.”

What does the real-world have in store for advertisers of the future?

Posterscope hosts “Reinventing the real world” seminar at AdWeek Europe
Disruption is a familiar theme for digital but the new battleground though is embracing distruption in the real, physical world. The time and places where we spend 30% of our waking hours is the OOH space.  It is this space where the powerhouses and entrepreneurs of the digital economy see the real opportunity, as we are becoming an urban population.  Cities currently represent 80% of the world’s GDP and they are growing fast.  This is leading to new behaviours, travel patterns and changing how we interact with each other.
On Monday 20th March, Posterscope hosted “Reinventing the real world” with 4 panelists: Kenyatte Nelson, Group Marketing Director of Shop Direct, Nicky Bullard, Chair and COO of MRM Meteorite, Katie Dulake, Head of Brand and Marketing of TSB and Paddy Earnshaw, Chief Customer Officer at Doddle. The session was chaired by IAB CEO Jon Mew.
Our key speakers, discussed in a live panel how successful brands will need to consider how they navigate the every-changing landscape of the real world and how they can build new and different customer relationships. Topics included how to create a real world presence, the importance of location and enhancing the use of OOH as a positive disruptive medium.
Kenyatte Nelson discussed how brands can make use of both the physical and digital space to better serve consumers and give them what they want and need. This was an idea supported by Paddy Nelson from Doddle, where the crux of their location-based business, “is to give people back time, which is a valuable commodity” and is an example of positively disrupting the landscape to create a useful service for their customers.
Nicky Bullard, Chairwoman at MRM Metrorite echoed this, saying “disruption is only good when it’s not interruption”, and urged brands to question how they can fit seamlessly into their consumer’s lives. “Something I would like to see in the future of OOH,” she continued, “are all billboards becoming interactive shop windows, where I can order something in my size with the touch of a button.”
Finally, Katie Dulake from TSB, gave her views on the importance of brands reinventing themselves, especially in the banking and finance sector where they face great competition from Fintech, saying “We [TSB] have a mission to be different and innovative,” offering customers services both digitally and face-to-face which Katie mentioned TSB’s younger customers still find important.

Posterscope appoints Mindshare's Chris Daines as chief media officer to drive innovation in OOH planning and buying

London, 5th December 2016: Out-of-home (OOH) communications agency Posterscope has appointed Chris Daines, Head of The Exchange at Mindshare, into the newly created role of Chief Media Officer.
Daines will report to Posterscope MD Glen Wilson and will oversee the company’s media planning and buying operations, with a remit to further integrate OOH into clients’ media plans and lead innovation in the way that the medium is planned, bought and sold.
As Head of The Exchange at Mindshare, Chris Daines ran a team of over 200 people, planning and buying integrated campaigns across offline and online media and was responsible for Mindshare’s investment across TV, Press, Cinema, radio, on-line display, RTB, Mobile, Search, Radio, SEO and on-line video.
Glen Wilson, Managing Director of Posterscope, said of the appointment: “We are excited to have someone of Chris’s pedigree join our team, his experience across the multimedia marketplace means he is ideally suited to support Posterscope’s continued leadership.”
Chris Daines added: “OOH is in a really exciting phase of growth, as data and digital technology increase the opportunity it offers brands to connect with people in the physical world.  I’m really pleased to be joining Posterscope, who have long been a leader in the sector and whose pioneering and award winning approach to OOH offers me a great opportunity to drive the medium forward and help clients realise its full potential.”
The appointment will be effective from January 2017.

Posterscope host round table on OOH creativity; the challenges and solutions

Last week (November 17th) Posterscope hosted a round table at the Ham Yard Hotel attended by a number of luminaries from the marketing industry.   The theme of the session was OOH creativity and the question posed “with the opportunity for OOH at an all-time high, why is the creative not reflecting the renaissance of the medium?” The focus then moved to how the industry, as a collective, can reignite creative OOH excellence.
The session was chaired by Gideon Spanier, Head of Media, Campaign Magazine and in attendance were Katie Dulake, Head of Brand & Marketing at TSB Bank, Barnaby Dawe, Global Chief Marketing Officer at Just Eat plc, and from the creative side Sir John Hegarty, one of the world’s most respected admen, Emma de La Fosse, CCO Ogilvy & Mather Group UK, Justin Tindall, CCO at M&C Saatchi London and Nicky Bullard, chairman and chief creative officer, MRM Meteorite.   The session was also attended by Claire Beale, Global Editor-in-Chief, campaign Magazine, Julian Linley, ‎Editor-in-Chief, Digital Spy, Rick Hirst, CEO, Carat, and Helen Weisinger, Chief Client Officer, Outdoor Plus to give the media agency and owner view point.
The main aim for the round table was to understand the challenges to creativity and to discuss the possible solutions to this challenge and this was achieved.
The event was both interesting and enlightening and we are grateful to all the attendees for providing their point of view and advice.  It was brilliant to have such keen supporters of OOH all in one room acknowledging the strengths and opportunities that the medium affords.
The accompanying report for the event is due for publication in January 2017.  For more information, and to obtain a copy please contact gill.huber@posterscope.com

Kellogg’s UK launched a dynamic tweet to screen campaign #Strengthis

Kellogg’s has re-branded their Special K cereal line to be more aligned to today’s dietary requirements and become ‘more relevant’ to women, with new messaging focusing of the inner strength of woman and what is required to get them through today’s busy life.
To launch the re-brand, two events were created, one in La Defence in Paris and the second in London’s Waterloo Station. Each event ran for four days and consisted of many exciting elements for those passing through the locations, including an experiential activation where samples of the Special K flavours were distributed and people could get a photo in a designated Instagram booth. Brand ambassadors were tasked with the job of conveying the new brand positioning, and encouraging woman to tweet in their definition of ‘strength’ to a campaign specific hashtag. These tweets were then displayed on digital screens in both locations using the Liveposter platform and appeared on white boards being held by Special K ambassadors, including Katie Piper and Lisa Faulkner.
A photographer was on site to take photos of each displayed individual tweet, to tweet back to the user and personally thank them for taking part in the campaign.
The campaign was planned and executed by Carat UK, Isobar UK, Posterscope UK, Posterscope France, MKTG UK and MKTG France.
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Posterscope Strengthens its Global Real Time Capabilities with the Acquisition of Liveposter

3 May 2016, London: Posterscope has announced today that it has fully acquired Liveposter, an Out-of-Home platform that will enable Posterscope to deliver dynamic content to screens around the world.
In the UK for example, digital OOH billing is forecasted to grow to 54% of the total OOH market by 2019.  There is a real opportunity for advertisers to deliver more dynamic content in their campaigns as research clearly demonstrates that more relevant, flexible and adaptive content yields significant increases in awareness, engagement and purchase intent.
The Liveposter platform enables digital campaigns to run seamlessly across multiple networks and media owners.  It uses a wide variety of data feeds to optimize the communication across the day, week or campaign period and provides full control over the content without the need to access the individual media owner systems.
This acquisition reflects Posterscope’s commitment to be at the forefront of the digital opportunities in Out-of-Home advertising, including the innovative use of data, automation, real time planning & trading platforms, content creation and global distribution.
Annie Rickard, Global President of Posterscope said:
“The Liveposter acquisition will be transformational in many markets and will ensure that we will be able to maximize the benefits of digital out-of-home for advertisers.”
Stephen Whyte, UK chief executive of Posterscope said:
“The ability to deliver dynamic content in real time, driven by highly relevant data and optimised to audience type and audience mindset represents an enormous leap in the power of the Out-of-Home medium.  I am certain that it will attract new advertisers to the medium, particularly those that need highly flexible and agile brand communication.”
Dan Douglas, Founder of Liveposter said:
“This is a very exciting opportunity for Liveposter and Posterscope.  We have partnered in the UK for some time now and we both see the future growth potential of working even more closely.  We very much look forward to launching the Liveposter platform and delivering award-winning work across Posterscope’s international markets.”

Posterscope shortlisted for MediaTel's 'Connected Agency of the Year'

The shortlist for the fourth annual Connected Consumer Awards has been announced.
Known as ‘The Connies’, the awards are held in celebration of those pioneering new advertising, technological and commercial opportunities in the connected industry.
Aimed at organisations that are devising and powering connected strategies, the shortlist represents a wide variety of media focused businesses – including media owners, agencies, consultancies and technology providers.
Posterscope has been shortlisted in the ‘Best Research Project or Initiative’ category with their insight project ‘Dynamic Differences’ and also as Connected Agency of the year, alongside Carat UK and OMD.
Separately, Havas has been shortlisted in the Best Use of Connected Data for Posterscope campaign ‘Out-of-home audience targeting with Jameson Irish Whiskey’ whilst Carat UK was shortlisted in the same category for Posterscope campaign ‘Grab a seat! It’s Pimm’s O’Clock’
The winners will be announced during a prestigious lunch at Banking Hall in central London on 5 May 2016.
Chaired by media consultant Graham Lovelace, the nominees were placed in the safe hands of a number of hand-picked media experts – including Richard Marks, managing director, Research the Media; Stacey Anklam, COO, AutoGraph inc; Mark Cross, director, Chartroom; and David Pidgeon, editor, Mediatel Newsline.
This year’s awards will be followed by Mediatel’s annual Connected Consumer Conference on 8 June – an all-day event that will see a number of key industry players discuss and debate the current state of the industry.

Out of Home Supports People Out of Home

“Don’t let homeless people freeze to death”
Posterscope Netherlands starts 2016 with a very special campaign. Working in collaboration with Media partners JCDecaux, Exterion and Clear Channel, the campaign aims to raise money for Sheltersuit, a new charity that is related to Out of Home.
Sheltersuit produces jackets and sleeping bags for homeless people. It’s a new Dutch initiative that protects homeless people from low temperatures, wind and rain by giving them a warm suit to survive the outdoors.
The national outdoor campaign runs from 20th-27th January and asks people to donate money with their mobile phones.
 
Campaign
The campaign is a non-profitable collaboration between JCDecaux, Clear Channel and Exterion Media initiated by Posterscope Netherlands. To support this charity the Out of Home media owners worked with Posterscope by donating 3.500 six sheets free of charge.  The media value equated to €350.000. Posterscope developed this initiative and campaign to position the Out of Home sector in a positive daylight while delivering a valuable social contribution. The visual is optimized by Validators. The impact of the campaign is being monitored by MeMo2.
 “Don’t let homeless people freeze to death”
The creative for the Sheltersuit campaign – with real homeless people as models – has been created by isobar. In the poster visual you can see the harsh circumstances homeless people have to deal with during the winter period. It’s a shocking visual that reflects the cry for help of homeless people during winter. People are asked to donate €3 which will go entirely to Sheltersuit to create and distribute this special jacket.
 homelessness

The year ahead for outdoor: Glen Wilson talks to Campaign Magazine

The stage is set for a transformative year, thanks to significant investment, the Smart Cities initiative and robust audience data.
The out-of-home sector has been tremendously resilient throughout the recessionary years, showing consistent growth driven by its fundamental benefits. In an ever-fragmenting media landscape, you can still reach pretty much the entire population, all at the same time.
Recent years have been characterised by digitisation, and 2016 is no different. However, all the ingredients are there for a truly transformational year. This includes
-Investment: more than £100 million of investment across the industry in upscaling and creating new digital sites.
-Collaboration: the Smart Cities initiative will give OOH a greater role in consumers’ lives.
-“Back-end” management and connection: media owners are creating truly digital connected networks for programmatic automation.
-Agility: dynamic digital ad-serving.
-Audience data: micro-granular audience data for analysis and insight.
If we examine these elements in more depth, you will see that OOH is advancing at a faster pace than most people might have thought.
Investment
2016 will see media owners invest an unprecedented £100 million-plus into new digital infrastructure – that’s more than 10 per cent of turnover.
This is part of an ongoing trend, which has stepped up a gear after the move of Transport for London’s bus-shelter contract last year. The upcoming London Underground announcement in March, the biggest OOH contract in the world, will undoubtedly continue this momentum.
One of the most visible digital transformations will be JCDecaux’s digital roll-out across London, which will see more than 1,000 former six-sheets reimagined with the latest 84-inch screens, creating a multitude of creative and technical capabilities.
Other changes include Adshel Live and ongoing site development in major cities from media owners and digital specialists such as Ocean and Outdoor Plus.
The upshot is that digital revenues will continue to grow – at a rate in excess of 25 per cent this year – and we estimate that digital’s share of total OOH revenue will be about 45 per cent.
However, this level of investment will not be sustainable unless digital OOH succeeds in attracting incremental revenue. Top-line total OOH revenue growth will be about 4 per cent this year, meaning we are cannibalising more than we are growing.
The opportunity, though, has never been clearer and all the elements are almost in place to demonstrate that OOH has a larger and more agile part to play.
Collaboration
A lot of OOH exists on the back of provision of public utility – think bus shelters that keep citizens dry at no expense, in return for the right to advertise to them.
This relationship will be rebooted in 2016 through a reimagining of this public utility via the government-funded initiative Smart Cities.
More than £178 million will be spent by 2018 to further research and fund projects. It involves outside financial influencers such as the UK’s leading outdoor media owners as they look to transform the physical landscape and connection moments audiences have with OOH.
‘Back-end’ management and connection
Hardly a week went by last year without something being written about “programmatic OOH”. An increasing number of tech start-ups have entered the fray – this can only be a good thing in terms of accelerating innovation, and says something about the appeal of the sector.
It’s a big challenge that starts with the automation to unlock flexibility in an increasingly digital medium, such as the ability to deploy messaging at scale in near real time.
Following this, a mass-scale solution could arrive sooner than people may believe – the crux of the challenge sits in a medium that is not predicated on digital infrastructure.
But the drive among media owners to address this is not only speeding up but, in many cases, almost completely delivered. JCDecaux’s Smartbrics and Clear Channel’s Play IQ platforms have allowed us at Posterscope to test live availability and we are working on finalising the automation of purchase transaction.
This creates greater efficiencies but also opportunities – none more so than being able to see real-time availability to purchase and activate.
Agility
OOH is all about delivering the correct message at the correct time in the correct place. Developments in digital OOH mean this can now be done on a day-to-day basis, with many agencies incorporating digital OOH as a core thread of its planning. Furthermore, the different data feeds we plug into mean we have enormous amounts of contextual, environmental and integrating triggers.
The proof, as they say, is in the results. Across a series of campaigns last year, an independent study found that all brand metrics significantly increased compared with control test areas.
Audience data
Robust audience data and a standard audience currency are very well-served by Route in the UK. But we are also starting to see the layering of additional data to provide richer insights into audience behaviour in specific locations.
Inevitably, as useful data in OOH proliferates and becomes more accessible, the challenge and opportunity will be the ability to ingest this in significant volumes and spot the interesting correlations. This is the “why” that will inform increasingly sophisticated OOH buys.
It’s important to point out that data-led OOH planning is as relevant to classic OOH as it is to digital. What is universally true is that the use of richer data delivers better results – we have seen some spectacular brand KPI increases of up to 200 per cent versus control areas.
So that’s OOH in 2016: better, faster, stronger – still the same but totally different.
Glen Wilson is the managing director at Posterscope
Read more at https://www.campaignlive.co.uk/article/year-ahead-outdoor/1378333#YeJXXWFlV8CsXC9w.99