As temperatures across the country drop, the British Gas team behind Hive Active Heating today launches the world’s first digital out-of-home (DOOH) campaign to use flight data to solely target British travellers as they touch down in Britain. The company has partnered with international out-of-home (OOH) agency PSI and DOOH specialists Liveposter to target the 8.8 million UK residents who will return home through London Heathrow (T1, T2 & T4) and London Gatwick this winter.
In deals with media owners JC Decaux and EYE, returning passengers will be welcomed home with bespoke messaging which relates to their holiday destination. For example, passengers returning from Malaga in Spain will be encouraged to ‘Keep the Malaga mood with Hive Active Heating.’ The activity forms part of a national OOH campaign planned by Carat & Posterscope for Hive Active Heating, which enables customers to control their heating and hot water remotely via mobile, tablet or laptop.
The campaign for Hive Active Heating marks the first implementation of a new international hub package from PSI and Liveposter called Liveposter Airports. The package enables brands to exploit the opportunities that dynamic digital creative offers to deliver the right message at the right time and to the right audience. Brands can now create, schedule and publish digital ads to major airport media owner networks across nine global hubs, including London Heathrow, London Gatwick, Dubai, Singapore, Istanbul, New York JFK, Barcelona, Moscow and Frankfurt.
Liveposter Airports uses flight, time, location and weather data to improve audience targeting for brands. All ads are centrally managed via an easy-to-use online interface, providing complete control of the creative messaging and targeting by audience.
Pamela Brown, head of marketing and insight for Connected Homes at British Gas, said: “Today, 10 per cent of people with central heating don’t have a timer and almost a quarter of people that have a timer don’t use it. Hive Active Heating is a smart thermostat that turns this on its head. It lets people control their heating and hot water remotely on their mobile phone. This new campaign will help us reach people as they’re arriving home from holiday – just when people would want to switch their heating on so their home is warm when they arrive.”
Liz Jones, managing director of PSI, said: “Hive Active Heating is the first of many products that will be using data to be smarter about how to target travellers. Using live flight and campaign planning data from PSI’s Global Planner tool, along with Liveposter’s expertise in DOOH and data, products like Hive Active Heating can now turn international airports into highly targetable, measurable OOH environments. Brands can ensure they engage their target audience with personalised, specific messages via digital screens, and improve the efficacy of national and international campaigns.”
Dan Douglas, founder of LivePoster, said: “We’re really excited to be rolling out our first global product with Liveposter Airports. It’s a unique offering at this scale for advertisers to maximise digital OOH in major airports around the world, enabling them to tailor their messaging for global and local audiences using real time data and dynamic content to ensure maximum impact.”
Sarah Parkes, Managing Director at Eye Airports, said: “Airports are a hotbed of creativity powered by big data. This campaign has showcased the many capabilities of DOOH advertising and through collaboration with our partners we have created a unique, media first campaign to effectively and efficiently reach passengers as they arrive back from holiday”.
Rob Elms, sales director at JCDecaux Airport, said: “It’s fantastic to see Hive Active Heating harness our digital Out-of-Home network at Heathrow in such a dynamic and innovative way. By tapping into the mind-set of passengers who are travelling home, they have taken advantage of the unique opportunity to promote Hive Active Heating using relevant and topical content in areas of high dwell-time at the world’s largest international airport.”
British Gas’ Hive Active Heating has mounted a digital out-of-home push to highlight its product to commuters and travellers heading home to a cold house as summer draws to an end.
Running on digital screens across London train stations, bus stops and office foyers, the responsive ads feature temperature updates and tailored messages to remind travellers and commuters that with Hive they can control their heating and hot water from their phone.
Using Liveposter the feeds deliver bespoke messages – such as ‘Chilly back in Blighty? Get your home all cosy from your phone’ and ‘Keep the Malaga Mood. Turn on your heating and hot water from your phone’ – and pull in arrivals and delays via live feeds as well as temperature details.
Transvision screens at London train stations and digital six-sheets at bus stops let commuters know when transport is delayed and remind them to warm up the house while they travel. Office foyer messages serve up temperature reminders.
“As the nights close in and temperatures drop, we want to remind busy, active Londoners and commuters there’s a clever, easy way of staying in control of central heating as well as energy costs,” explained Pamela Brown, head of marketing and insight for connected homes at British Gas. “We love this campaign, as it uses smart technology to communicate a smart brand idea – you can now control your heating and hot water wherever you are.”
Created by CHI&Partners, the digital out-of-home push was planned by Carat media and implemented by Posterscope and forms part of a wider campaign spanning TV, radio, digital and social to drive awareness of Hive Active Heating.
Hive launched in October 2013 with 100,000 households now using the product to control their central heating and hot water.
Via: The Drum
Havas Media chief executive Paul Frampton offers his own views on the impact that the rise of programmatic advertising can have on the out of home (OOH) sector.
Much of the talk in the world of programmatic trading is around the inevitable expansion beyond digital into other media such as TV, radio and OOH. The latter is particularly interesting as digital inventory already accounts for almost 25 per cent of OOH ad spend and this will probably double within three years.
But ‘programmatic’ is probably at best a misleading term, given its very specific digital heritage, and at worst a misnomer. With OOH being fundamentally a broadcast medium with a ‘mass’ audience much of the value is not instantaneous and cannot be absolutely personalised to an individual. And of course performance is not driven by clicks on ads, but it is probably the best shorthand available for what is a hugely exciting future opportunity in OOH.
So what will the OOH ‘programmatic’ future look like?
Well firstly it will not be a case of attempting to replicate the online programmatic model. Instead selected aspects of online will be translated into the closest equivalents for the physical world.
Secondly any form of programmatic OOH will need to add value to advertisers allowing them to access and optimise the medium in ways that have been historically prohibitive to achieve at scale.
So it will allow existing advertisers to minimise wastage, to target better (overall and by creative message), and to change copy more dynamically. It will allow new advertisers to enter the medium at lower cost, with less risk, and with more demonstrable results to bring them back again and again.
Value will be added through:
Automated real time buying will give advertisers maximum agility and the application of new, often real time data to complement Route. Havas and Posterscope have already been utilising mobile data from EE for clients such as Nationwide and Emirates, and we will become increasingly reliant on such multi-source data when creating value through programmatic OOH deployment.
Audience based trading bringing OOH in line with other media (OOH is still traded on an anachronistic cost per panel basis).
Dynamic, often data driven content as exemplified by Eurostar’s Outdoor Planning Award Grand Prix winning campaign from our sister agency, Arena, and our own Low Cost Holidays activity.
Site and creative optimisation throughout the lifecycle of an OOH campaign. Key to this is the real-time analysis of how OOH activity is influencing mobile internet behaviours.
All of this also provides the basis for an auction mechanic where demand can be the driver of price – media owners may be wary of this, but we believe it is inevitable, and that a collaborative approach can find a solution that benefits all.
Consequently I believe that there will be some splintering of the OOH market that separates the above approaches to those that are primarily about driving traditional brand metrics whereby OOH is bought in a more upfront or continuous manner.
Clearly the availability and application of data becomes more important as OOH becomes somewhat programmatic and the winners will be agencies that are best equipped in this respect. Agencies need to exploit datasets arising from 3g, 4G and wi-fi usage, traffic, environmental sensors, social, e/m-commerce, wearable tech…the list goes on and much of the success will be linked to the extent to which agencies engage their in-house resources in the planning of OOH.
With the dynamic creative opportunity referenced earlier, agencies ability to better connect media and creative become imperative and I believe that a long term commitment is needed to achieve this for our clients.
Whilst some of the emerging automation models for OOH are to be applauded, this really isn’t what I see the future as – there is no real-time buying, there is no dynamic targeting, and the ability to serve different creative messages in an ‘adserving’ manner is something that exists already.
I believe the programmatic future for OOH as a much bigger and more exciting opportunity.
There is an enormous advantage to be gained by bringing aspects of programmatic technology and thinking to the OOH medium and that ‘acting in real time’ is the key, helping advertisers obtain maximum value and effectiveness. This will bring a distinct and game-changing edge to OOH planning and deployment.
Via: The Drum
Warc has once again produced a helpful analysis of the Cannes Effectiveness Awards. In the 2014 awards, Outdoor was even more prominent than in 2013.
Outdoor was used in 92% of shortlisted entries, second only to social media (100%) and ahead of VOD (67%) and TV and newspapers (both 58%)
WARC states that “Traditional channels were key to shortlisted campaigns, in particular outdoor (used by 92%), amplified by owned and earned social media. Only 58% of the shortlist used television, compared to 83% in 2013. Outdoor seems to be increasingly a strategic choice for lower budget campaigns and may be a way to quickly achieve mass coverage in markets where television audiences have become fragmented.”
Click here for the full presentation.
Via: Outdoor Media Centre
Global digital out-of-home (DOOH) advertising revenues are expected to increase to 11.3% in 2014, buoyed by an improved global economic outlook and increased adspend in certain categories, a new report has forecast.
According to research firm PQ Media, this will be an improvement on last year and it expects strong growth in the US this year on the back of increased adspend on healthcare and political campaigns.
Global DOOH ad revenues increased 9.3% to $8.9bn in 2013, the report found, with Asia-Pacific accounting for $3.83bn and the US, the world’s largest national market, for $2.37bn. China followed with revenues of $1.87bn.
US DOOH media revenues increased 8.7% in 2013 and were boosted by spending on healthcare, especially related to the Affordable Care Act.
Asia-Pacific performed well because of a strong rebound in Japan and “surging growth” of 23.6% in Australia, PQ Media said, which also noted that Brazil recorded the highest worldwide growth of 41.9% because of digital investment ahead of its hosting of the FIFA World Cup.
Although last year’s worldwide revenue growth of 9.3% was lower than in previous years, the report suggested that consumers are becoming more open to DOOH.
Consumer exposure to DOOH media grew 7.2% to an average of 14 minutes per week in 2013 and it is expected to grow by a further 9.5% in 2014.
PQ Media said consumer exposure will be driven by higher engagement with DOOH media deployed for the World Cup and the Winter Olympics in Sochi, Russia, but also by expansion of existing DOOH media on traffic-related sites in large cities.
“Global digital out-of-home media revenues are on pace for accelerated 11% growth in 2014 following three consecutive years of slowing expansion,” the report said.
“A dynamic combination of sporting mega-events, increased adspend on healthcare and transit video nets, and a streaking DOOH sector in Australia are expected to fuel the industry’s best performance since 2010.”
WINNING WAYS WITH DATA
How can you be sure billboard posters for a new movie or car launch are in the right location? How can you make cuts to a fire service and at the same time improve the protection it gives to local people? How can you ensure that each of your customers receives exactly the right offer at the right time? And how do you arrive at these decisions? Through gut instinct… or data-driven insight.
These were just some of the challenges described by entrants to our first ever Analytics in Action Awards. MT has partnered with Accenture Analytics to create a set of annual awards that recognises and rewards the organisations of every size and sector that are successfully positioning analytics at the heart of their operations and are turning their data-driven insights into positive action and outcomes for their customers and clients.
Yes, organisations are collecting more data than ever before. But their opportunities lie not in collecting the data, but in using technologies to analyse and find insights that innovate the way they carry out their business and solve important problems for the people they serve.
Yet, while few would dispute the value of data as a source of business ideas and opportunities, changing attitudes about the role of data in decision-making remains a work-in-progress in some organisations.
In many boardrooms, data-based approaches still lose out to the instinctive style of decision-making. ‘These awards suggest that a growing number of organisations are now including the scientific side in the mix along with intuition and experience, which collectively make up the art and science of decision-making,’ says Ray Eitel-Porter, managing director of Accenture Analytics.
‘With business operations accelerating and decision-making occurring with real-time immediacy, the weighting of these tools will inevitably need to shift in favour of data-based approaches.’
We invited entries from teams who are helping their organisations to adapt, coupling the explosion of data with the power of analytics, whether that’s to optimise business functions and processes or converge marketing with sales and customer service to create an end-to-end customer experience. The quality of entries to this inaugural awards suggests usage of analytics is rising, that organisations are expanding their predictive capabilities and their leadership is supportive.
But drilling down to the details of each project reveals a more nuanced picture. The effective application of analytics can require changes to long-established business processes, which is never easy. Likewise, finding the right way to embed the power of analytics in business operations isn’t obvious. Our Analytics in Action Awards suggest that the winners will be those organisations that manage to infuse insights into operations, embedding analytics into business processes in a robust, industrialised way and generating the right action recommendations to the right role at the right time.
‘Developing a repeatable decision-making process that gets the most out of data and analytical methods should be a high priority for any organisation interested in making the right decisions for its customers, clients, shareholders and employees,’ says Eitel-Porter. Over the next few pages, we acknowledge and congratulate our award-winning organisations, which have made analysis an integral part of their everyday processes, changing they way they do their work and create their value.
Highly commended: Posterscope
This OOH communications agency is using Route, a GPS study that measures the movement of consumers and other data sources to build the world’s first location-based optimiser for planning poster site campaigns. Posterscope claims this delivers an audience increase of up to 20% compated with a traditional campaign.
The judges said: “Innovative and inventive- we’re really excited to see how Posterscope will explore and exploit potential insights.”
Via: Management Today
A total 15.2 per cent of companies registered an increase in their marketing budgets during Q2, while the end-of-year financial results for 2013 to 2014 revealed that 20 per cent of companies had increased their budgets, resulting in the IPA deeming it “the longest period of continuous growth in the survey’s 14-year history”.
As the economy itself is set to expand, the Bellwether report predicts a real-term increase in ad spend of 6.1 per cent for the year as a whole.
“Companies reported that spending on marketing and advertising activities showed the strongest rise for a decade last year. This year’s budgeted spend, which was already set higher than last year, has been revised up again in the second quarter, setting the scene for a bumper year.
“The survey also adds to a growing body of data which points to the UK economy sustaining strong growth as we move into the second half of the year.”
Internet marketing saw big increases in investment, with budgets up 14.7 per cent, while search budgets also surged a further 12.9 per cent. However, market research budgets dropped 2.4 per cent.