Posterscope’s OOH campaign for AXA wins Best Use of Data at the Drum’s MOMA awards

Thursday 18th May  marked the return of the Marketing on Mobile Awards (The MOMAs), where Posterscope were shortlisted for 2 awards- Best Use of Data and Best Use of Location Based Services. The work for AXA was created in collaboration with Havas Media, xAd and Fallon.
They fought off competition from Subway, Colgate, Starbucks and O2, winning Best Use of Data.
This campaign started a personal conversation with AXA’s target audience using Britain’s favourite topics including the weather. AXA offered tips on how to avoid unforeseen mishaps and accidents to the public, to ‘stay one step ahead’.
Using an innovative and custom mobile data strategy, consumer engagement with mobile experiences fed intelligence into out of home screens to optimise the message displayed.

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
 

Posterscope builds proprietary ‘always-ready’ programmatic ad-serving platform for Shop Direct

Posterscope will, for the first time, activate a bespoke, ‘always ready’ ad-serving platform for Shop Direct.
The platform will be powered by Liveposter and at scale through a partnership with Clear Channel, giving Shop Direct brands Very, Very Exclusive and Littlewoods a consistent brand presence on high streets across the UK until the end of 2017.
OOH is the perfect media channel for Shop Direct, a pureplay etailer, as it acts as an extension of the brand and a shop window.
Shop Direct will have the flexibility to schedule or launch real-team dynamic, digital out-of-home (DOOH) campaigns, and tailored creative executions, optimised by time, location and audience, to support specific product or price promotions.
The always-on platform launches this week and will deliver better media buying value for Shop Direct. Creative is produced by St Luke’s and media is planned in collaboration with Vizeum.
The announcement follows the recent launch of Posterscope’s programmatic ad-serving offering, Dynamic Audience, which gives all clients access to programmatic ad-serving whereby all digital campaigns can be optimised hourly by location to the audience using a sophisticated AI algorithm.
Andrew Roscoe, Head of Brand, Sponsorship and Celebrity at Shop Direct, said: “As a retailer it’s crucial that we have the flexibility to respond and adapt our advertising to changing market and consumer demands. The technological developments emerging in digital out-of-home are facilitating this. The bespoke platform that Posterscope has built for us will allow us to activate brand-led and product specific campaigns in an agile way and ensure that our advertising is relevant and as appealing as possible at all times.”
Posterscope’s Senior Client Manager, Anishka Fernando, said: “Shop Direct has been a pioneer in digital OOH, taking full advantage of new opportunities to reach consumers in a more personalised and relevant way, activating real-time, data-led campaigns and using customised creative optimisation to improve the effectiveness of its campaigns. We are really excited to be collaborating in this way to help Shop Direct continue to push the boundaries and remain agile and relevant in the market.”
Eleanor Mitchell, Client Director at Vizeum, added: “Digital OOH is a great place for the Shop Direct’s brands to be as it creates a virtual shop window on the high street. This technology platform will allow us to take full advantage of the dynamic capabilities of the medium and we are excited to be part of this industry first.”
Via: Marketing Communication News
 

Posterscope deploys AI to help brands optimise their OOH

Posterscope has added an AI-powered feature to its programmatic platform that will allow advertisers to optimise out-of-home advertising on an hourly basis.

“Dynamic Scheduling”, powered by Liveposter, uses a “genetic algorithm” which makes it possible for the programmatic platform to efficiently compare millions of locations, and their hourly audiences, to identify how to best schedule content.
“The most interesting and important aspect of programmatic OOH is the transformation that programmatic ad-serving of creative has enabled,” Stephen Whyte, chief executive of Posterscope, said.
The AI algorithm makes the benefits of programmatic ad-servicing accessible to all advertisers, regardless of campaign scale, he added.
The new platform launched this week with campaigns by Santander, in partnership with Carat and Engine, and Charlotte Tilbury, in partnership with Cream.

The Santander campaign is built around the premise that consumers should “Feel good about planing for the future”, Daniel Creed, lead media strategist at Santander, said. “But we recognise that prosperity means something different to everyone depending on their personal situation.

“Dynamic Scheduling allows us to communicate our different product offerings based on what is most important to those viewing the campaign,” he added.

Via: Campaign Live
 

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.

Cancer Research UK unveils 'smart benches' in London

Cancer Research UK has joined forces with smart city business Strawberry Energy and agency MKTG to launch a network of smart benches with contactless technology.
Ten benches were unveiled yesterday (1 February) across two London boroughs – Islington and Lewisham, to tie in with World Cancer Day, which takes place on 4 February. The solar-powered benches enhance public spaces by providing mobile device charging ports and free wi-fi access, as well as a place to sit and socialise.
Strawberry Energy has been working exclusively with Urban Partnerships, a division of MKTG which delivers projects within the public space that are mutually beneficial for both brands and non-profit organisations. In the world’s first use of contactless payment on the Smart Bench, the public can also donate £2 to the Cancer Research UK’s life-saving research to beat cancer sooner, by tapping their contactless debit or credit card on the Smart Bench.
Cancer Research UK is the first brand to partner on the Smart Bench scheme in Islington and Lewisham. The sites were identified as high-footfall locations by MKTG and feature a number of contactless payment locations including Islington Green and Lewisham High Street. Following the pilot a further 10 will be installed by the end of February, with an additional 80 to be installed this year.
Michael Docherty, director of digital at Cancer Research UK, said: “Having used contactless technology in innovative ways in the past to engage the public in the work we do, we are always looking for new opportunities to incorporate contactless technology further throughout the charity and make it even easier for our supporters to help us beat cancer sooner. These Smart Benches seemed like the next step in our use of contactless technology to bring charitable giving closer to our supporters, integrating it seamlessly into cutting-edge street furniture.”
Michael Brown, managing director at MKTG, added: “The Smart Cities economy is going to be worth an estimated £400bn by 2020, and UK industry is targeting 10% of that – which is twice the value of what the entire UK advertising sector was worth in 2016. We here at MKTG are delighted to be partnering with Strawberry Media to pioneer in this space, and as experience designers we are looking forward to further helping smart city entrepreneurs to enhance the experience of city life.”
Via: Event Magazine

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

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.

The DailyDOOH Gala Awards announce winners

 
The fifth annual DailyDOOH Gala Awards took place on December 1st at Banqueting House.  Among the winners was Primesight’s cinema D6 campaign for Pets at Home, created in collaboration with Posterscope and Carat, which won the Best Interactive campaign.
On winning the award Posterscope’s Sam Grant, Group Business Director enthused “The cinema environment provided an excellent opportunity to target the whole family. The interactivity of the screens capitalised on foyer dwell time, allowing us to provide a deeper level of brand engagement to our audience.”
Carat’s Alex Sturgess, Client Services Director said “This campaign was a fantastic means of connecting consumers with the brand in a playful and engaging manner, whilst simultaneously promoting responsible pet ownership by heightening awareness of the in-store My Pet Pals workshops.”
On receiving the award, Account Director at Primesight Charlie Carlsen said “Working with Carat to make this Pets at Home campaign a reality was one of the highlights of the year. The campaign drove a 65% uplift in store visits from new customers and it’s great seeing this work recognised with an award win.”
Other category winners included:-
Best QSR / Bar or Restaurant Deployment
Harry Ramsden @ Blackpool Tower | Pixel Inspiration
Best High Street/Mall/Supermarket/Convenience Store or Forecourt Deployment


Kärcher and Clas Ohlson Retail Chain | NEC Display Solutions | Smartsign
Best Original Digital Billboard
Wandsworth Roundabout | JCDecaux
Best Digital Poster or Street Furniture Implementation


Clear Channel Adshel Phone Box | Clear Channel
Best Stadium/Office Building/Corporate/Hotel, Hospitality or Leisure Install
Barco Lobby Experience | Barco Digital Cinema – Lobby
Best Digital Out of Home Campaign
#AllIdentity | Clear Channel | Outdoor Plus | Primesight
Best Interactive Campaign
Pets at Home | Primesight
Best Overall Retail or Mall Experience
AT&T Flagship Store San Francisco | MaxMedia
Best Transport Install or Campaign
Kung Fu Panda Beacon Ad Campaign | Exterion Media
Most Innovative Use of Technology
Danone Yoghurt Traffic Triggered Campaign | Dynamic Outdoor
 
 

Ocean study reveals synergy between DOOH and smartphone users

DOOH switches light TV viewers on to branded content
They may be ditching the old fashioned TV box in the corner for smaller, smarter, mobile screens. But research shows that light TV viewers are increasingly switching on to the broadcast power of DOOH which is growing as a conduit to deliver live, broadcast content which connects them to brands via mobile search.
This news is evidenced by a new Ocean study which reveals how a powerful and growing synergy between DOOH and smartphone users is improving brand-building opportunities and boosting campaign effectiveness.
People classified as light TV viewers tend to be younger (aged 25 to 44 years old) with high purchasing power (ABC1).
These people have a close and emotional attachment to their phone and mobile is their medium of choice to connect and look for information.
Ocean has already established through our Neuroscience study that large format DOOH primes mobile campaigns. And in an age of snapping, searching, sharing and shopping, DOOH is also the only digital medium which can’t be avoided through the use of adblockers.
Research shows that 17% of UK ABC1 adults have used an adblocker on their smartphone. The younger groups are even more likely to install adblockers, with 24% of 25-34s and 21% of 35-44s claiming to have used adblockers on their mobiles.
MediaTel has surveyed more than 2,000 light TV viewers to discover how this multi-screening group interacts and consumes DOOH content when they are out and about.
This was a continuous survey with fieldwork in three bursts from May to August 2015, September to December 2015 and January to June 2016.
The study offers six key takeaways which show why brands should be streaming content via DOOH:
#1 – Light TV viewers in London are 228% more likely to watch interesting live content that they can’t access anywhere else at that time, an increase of 34 points from 2015 W2.
#2 – On average, 76% more say they notice large digital screens whilst out shopping, compared to the UK general public.
#3 – Light TV viewers in London are 344% more likely to respond to an offer from a digital screen using their mobile or tablet, an increase of 109 points from 2015 W2.
#4 – On average, 34% more say relevant content on DOOH screens encourages them to visit a store.
#5 – That response rises to 110% in London.
#6 – On average, 77% in London more say relevant content on DOOH screens encourages them to visit a website.
Big news then for brands who want to connect with light TV viewers with broadcast style content at crucial moments in the see now, buy now customer cycle.
Via: Ocean Talks