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

Out of Home Adspend Forecast to Exceed £1bn in 2014

In the final part of MediaTel’s series looking in detail at the latest UK adspend forecasts, Suzy Young, data and journals director at Warc, exmaines how new digital technology is accelerating growth for the out of home sector.
In Q1 2014, out of home advertising expenditure dipped 2.2% compared with the same period a year ago, according to the latest data released in the Advertising Association/Warc Expenditure Report this week. But this is expected to be just a temporary blip, and Warc forecast consistent growth throughout the rest of the year and into 2015.
Warc predict annual growth in the out of home sector of 2.7% in 2014, reaching a total of £1,017m. This is the first time the sector will have surpassed the £1bn mark. The pace of annual growth is expected to accelerate to 5.9% in 2015, or £1,077m.
In recent years the out of home sector has performed consistently well, recording year-on-year growth in all but four of the last 31 years, with these dips occurring in line with the total ad market, following economic recessions and the dotcom crash in 2001.
Note: Outdoor Media Centre; AA/Warc. Source: AA/Warc Expenditure Report.
The London Olympics in 2012 provided a significant boost to out of home ads in particular, with spend rising 25.4% year-on-year in Q3 2012 and helping the annual total increase by a strong 9.5%.
According to YouGov research, 62% of visitors to the Games were aware of outdoor advertising related to the event. Consequently, the AA/Warc had initially forecast a drop in adspend for 2013 given the lack of a similar event, but out of home maintained its upward trajectory to register growth of 2.0%.
One of the key reasons for this success is the sector’s rapid adoption of new digital technology. As the chart shows, digital’s share of total out of home advertising expenditure has grown significantly over the last 11 years – when the traditional vs. digital formats were first tracked. Digital adspend has grown from a 1.4% share of adspend in 2003 to a 21.6% share in 2013.
Mike Baker, CEO at the Outdoor Media Centre, said: “In 2013, outdoor beat expectations, growing 2% over the spectacular Olympic year. What’s behind the continued growth? Digital is the main driver, with consistent investment by media owners into high profile sites such as Clear Channel’s Storm panels on Cromwell Road and Outdoor Plus’ Vauxhall Cross.
Note: Outdoor Media Centre; AA/Warc. Source: AA/Warc Expenditure Report.
“Importantly, the footprint of digital has expanded geographically, including JCDecaux’s Trinity Leeds, Mediaco’s Citylive sites in Manchester, as well as new sites in Newcastle (Ocean), Birmingham (Signature) and Glasgow (Forrest) and Cardiff (blowUP).
“Advertisers continue to find a place for outdoor on their schedules, and the number of million-pound clients now stands at 159. Route, our audience measurement system, now covers just about all the environments.”
According to the Route research carried out by the Outdoor Media Centre (and also published in topline form as part of the Expenditure Report), roadside panels accounted for 28.4% of all out of home panels monitored in March this year (372,818 panels). The next biggest formats were tube carriage interiors at 24.4% and bus panels at 18.1%, as detailed in the chart below.
Source: Route, Outdoor Media Centre; AA/Warc.
Via: MediaTel

AXA Uses EE Mobile Data to Microtarget Outdoor Ads

AXA is using multiple strands of location-based data alongside EE’s data on outdoor smartphone usage to microtarget ads to potential consumers.
The insurance firm says the “game-changing” approach to planning out-of-home advertising will reach decision makers for SMEs, a typically difficult group to reach, by identifying ‘hotspots’ of mobile usage near poster sites.
Brands including Lenovo and British Gas have been trialing the technique since the start of the year in partnership with Posterscope in an attempt to understand how mobile devices can pep up the performance of outdoor campaigns. AXA’s effort, which uses multiple location based data, is being served at scale.
Target areas are initially being established by merging AXA’s own postcode records of SMEs together with industry statistics sourced from the Inter Departmental Business Register to form a map of potential areas. It is then overlaid with insights from Posterscope’s audience panel, data from industry planning tool Route and EE’s mData unit – which tracks the mobile usage habits of audience groups – to identify the most relevant locations before skewing ad placements to mobile hotspots.
AXA says the approach opens the opportunity to identify target audiences through the business contracts EE hold – where by there is less than 10 contacts on the contract – allowing them to infer it’s an SME. Additionally, it can now drill further down into evaluating metrics such as awareness building and sales.
Chris Jones, head of brand and online at AXA UK, says the Havas-planned initiative is part of a wider play to adopt more innovative ways of targeting consumers through data and insight.
It brings into sharp focus a paradigm shift across the outdoor advertising industry whereby brands are using data to target people more effectively by proximity in real-time.
Lenovo ran a two-week promotion for its Yoga Pro 2 tablet in March to reach people in areas where they were actively researching gadget purchases on their smarpthones. Outdoor ads pushed to those hotspots sparked a 200 per cent increase in both ad awareness and purchases consideration, Lenovo claims. Online searches jumped by 150 per cent, the business adds.
Via: Marketing Week

Emirates Promotes New Aircrafts Targeting Gatwick Passengers

In early June Emirates became the first carrier to regularly fly A380s into Gatwick; we created a campaign that promoted the additional capacity of these aircrafts and the expanded destinations flown.
The two-week campaign which runs until the 22nd June, spans across OOH, press and online and reinforces the perception that Emirates is a modern brand, leading the way in aviation. The campaign messaging allows us to shout about the ‘new news’ that Emirates regularly fly A380s into Gatwick, whilst also serving to leverage market share drivers such as safety and modernity.
In order to promote Emirates new aircraft flying out of Gatwick, Posterscope executed a location-specific campaign featuring over 97 different pieces of copy across numerous different OOH formats and environments. The campaign features regional OOH across large formats in order to raise awareness in an impactful way. By overlaying our mapping tools onto the Gatwick catchment, and utilising postcode data, we were able to identify the highest populated areas within a 60 minute drive of Gatwick. This ensures we target the most relevant areas. Using ‘Planner,’ our proprietary algorithm based optimiser app, data was combined for planning the most relevant formats in the market and audience delivery was reported through Route data.
A Victoria Station Domination is also being used to provide significant standout in the hub station for Gatwick airport. This key commuter station targets anyone heading towards Gatwick, with over three million potential passengers passing through it each fortnight.
In addition to this, geo-targeted press titles and online placements as well as digital activity are being used to support OOH.
This campaign was planned and booked with Posterscope and Havas, with creatives by Geometry.

MINI Targets Motorists on the Days They Are Considering a New Set of Wheels

In a media first with Ocean, MINI, Posterscope and Vizeum have launched a dynamic campaign that uses live traffic data to trigger different content to be played out. The content is specific to whether traffic is heavy, medium or light.
The innovative campaign is running from the end of May and throughout June across seven key sites in Liverpool, Manchester and London from Mondays to Wednesdays when research suggests motorists are considering a new vehicle.
The campaign is in line with MINI’s innovative and playful branding using good-humored copy, which resonates with its audience’s situation.
This campaign was also Ocean Outdoor’s Campaign of the Month in May.

Out of Home 200% More Effective When Mobile Data is Used to Plan Ad Campaigns

  • Big data partnership hailed as game-changing as it improves out-of-home advertising effectiveness by a significant margin
  • Posterscope clients using EE data include Lenovo, Nationwide, RBS, Studio Canal, and British Gas

Out-of-home (OOH) advertising is 200% more effective when mobile data is used to plan campaigns, according to initial results from Posterscope’s exclusive mData partnership with EE.
In a trial conducted from January to May 2014, the pioneering out-of-home (OOH) communications agency used EE’s anonymised and aggregated group level network usage data to optimise OOH media selections and measure increases in ad awareness, purchase consideration and online searches across 120,000 usage hotspots.  Clients, including Lenovo, Nationwide, RBS, Studio Canal, and British Gas, took part in the trial.
Results from the Lenovo campaign, which featured a control group and group optimised by EE data, include:

Action Increase
Unprompted advert awareness 200%
Purchase consideration 200%
Online searches 150%

To achieve the results, Posterscope feed its proprietary ‘Planner’ app, an algorithm-based tool powered by Route, with EE’s mData.  This data was then used to gain insight into consumers’ movements and location-based digital behaviours when they were out of their homes.  This revealed how, when and where mobile devices are used in relation to, and in the proximity of, OOH media sites nationwide.
“Mobile data is the OOH industry’s biggest game-changer in a decade,” said James Davies, Chief Strategy Officer at Posterscope. “We set out to redefine the approach to OOH planning using big data from EE and the partnership has really delivered.
“We can now accurately identify which outdoor sites are seen by users of particular websites or apps and what they are doing on their mobile devices at the time.  For example, we now know Surbiton and London’s Caledonian Road stations both deliver major peaks in visits to fashion related websites so placing relevant OOH adverts in those areas will increase ad effectiveness.
“A lot has been written about big data’s usefulness recently but this is a real-life example of how we’re using it to transform an industry.  And the best thing is we’re the only OOH agency with a mobile network partnership, enabling us to draw on a dataset which features 27 million mobile users to improve OOH ad effectiveness.
“However, despite this landmark moment for the industry, we believe there’s still more to come.  By using more sophisticated data analysis techniques we’ll be able to identify audiences in real-time, display relevant digital-out-of-home adverts and improve campaign effectiveness even further.  For example, a sportswear brand could use this advanced real-time data to identify runners coming towards a digital screen and then display adverts for products such as running shoes.”
Chris Gobby, Head of mData at EE, said: “At EE we strive to help businesses make better decisions from big data with the results speaking for themselves in our work with Posterscope. We’re excited to be a part of this, and future, ground breaking applications of EE mobile data in out of home advertising and look forward to generating further unique products with Posterscope in the outdoor advertising space.”
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Tate Britain Art Campaign Adjusts to the Weather

Tate Britain is running a digital outdoor campaign featuring art that reflects the current weather and road conditions.
Tate will use real-time data to display travel conditions on Ocean’s Two Towers West, the two seven-metre high digital screens on the elevated section of the A4 Hammersmith Flyover. Images such as Turner’s ‘The Storm’ will be used to accompany Met Office forecasts of inclement weather.
The campaign, which was created by Liveposter in collaboration with Total Media and Posterscope, won the Creative Techniques category of Ocean’s annual The Art of Outdoor Digital competition, in association with Brand Republic.
Martin McCully was the art director behind the campaign and Christina Edwards and Emma Lamden were the copywriters. All work at the real-time outdoor specialist Liveposter.
Jesse Ringham, the digital communications manager at Tate, said: “Tate Britain’s showcase is a data driven campaign using hundreds of images from our extensive collection to re-engage with Londoners, visitors and international tourists.
“Different paintings, drawn from more than 500 years of British art, are automatically triggered across the two screens according to specific events or conditions such as the time of day, the traffic flow, the weather and flight arrivals.”
Dan Douglas, founder of Liveposter, added: “This campaign is a great example of a brand using data sets to create the most relevant copy for the moment and maximise their chance of engaging the audience.”
Ocean’s Art of Outdoor competition entries were judged by a panel of industry experts for their innovative approaches, including layering, augmented reality and data streaming.
The 2014 Art of Outdoor Digital competition opens for entries on 30 June.
Tim Bleakley, the chief executive at Ocean Outdoor, said: “This campaign is striking. The link between our screens as a live canvas to showcase the Gallery’s spectacular art collection reflects the dynamic capability of digital out of home.
“The matching of artworks to the out of home environment as it changes across the day is a fantastic concept.”
Via: Brand Republic

It Cost £19m to Create. Is Route Worth It?

The audience measurement system took five years to make, but is it fulfilling its potential? Maisie McCabe reports.
Since outdoor’s big audience measurement system, Route, launched in February last year, most people in the sector have refrained from publicly criticising it. Yet mutterings of discontent persist. Agencies are still working out how they can use the data, or whether they should use it at all.
Route, or Postar 2 as it was originally known, was conceived as the most comprehensive outdoor media measurement system in the world. In addition to audience data for roadside panels (which Postar 1 provided), Route measures the reach of posters on the London Underground, on buses and in shopping centres. The project cost outdoor media owners £19 million and rolled out three years late. Some believe it should have been delayed even further.
The problem with developing an audience measurement system over five years is that media moves so quickly. Route used GPS meters to track people’s movements; now you can get that data and more from mobile operators. Moreover, by buying a planning system off the shelf rather than creating a bespoke one, industry insiders say Route missed an opportunity to get the most out of the high-quality data.
The two biggest specialists, Dentsu Aegis Network’s Posterscope and WPP’s Kinetic, decided not to rely on Route’s Telmar Quantum planning system. Instead, they built their own – at a significant cost – to crunch raw data. Interpublic’s Rapport waited until it had the data to make a decision and is now planning its own. Talon, which works with Omnicom agencies, uses the system along with other data sets.
Another issue (and some would say a minor problem) is the reliability of the information media owners provide about their poster sites. Grumbles from some quarters suggest some of the larger media owners have been slow to update information about the angle and viewability of their sites. Others counter that this process is happening but, due to the sheer volume of sites the Outdoor Media Centre needs to validate, it takes some time.
Although everyone can agree that the data is world-class, there is still much work to be done.

MAYBE Chris Marjoram, managing director, Rapport UK

“Route is genuinely ‘big data’, which is changing the way we plan and buy out-of-home. Yet not nearly enough is being done with this rich data set, which the industry as a whole must take responsibility for. Collectively, we must do better.”

YES Annie Rickard, chief executive, Posterscope

“Route is fulfilling its potential for Posterscope clients but only because we’re investing heavily behind it. Our system can deliver more audience. We’ve increased effectiveness by fusing Route with third-party data sources such as EE.”

YES Nick Mawditt, director of insight and marketing, Talon

“Route is giving out-of-home much more. But we have more to achieve in terms of translating behaviour into delivering real-time impacts. We need to embrace mobile data as part of Route so a more integrated solution is on offer.

NO Tim Bleakley, chief executive, Ocean

“Outdoor is where you can reach light TV viewers in droves and at a discount versus ITV. When Group M has diverted £100 million to digital out-of-home to prop up the declining ABC1s they reach on TV, I’ll know Route has taken root.”
Via: Campaign Live

Route Adds Out-of-Home Supermarket Data

Out-of-home research body, Route, has announced that data for supermarkets has been added to its survey as the organisation signs up two Group M agencies.
Route, which was created last year to supply a new audience measurement currency for the outdoor medium, has measured the outdoor sites at a variety of shopping areas and major motorway services across the UK, with MEC and M4C the first pure play media agencies to sign up to use the research.
The first retail data available currently covers 6,000 sites, including the largest 1,323 supermarkets across the country.
The research, which uses GPS data to reveal the average time spent in the vicinity of any given location, can be broken down into demographics, including age, class and lifestyle, giving a greater insight into the way in which people view and are affected by outdoor advertising.
The latest findings reveal that the average time spent in the vicinity of a supermarket is just over 30 minutes, with the average weekly audience for a billboard in a supermarket parking area or entrance is 20,610.
To create the figures, Route’s ‘digitises’ real world environments, in this instance creating 46,000 separate pathways, connecting 8,850 entry and exit points around outdoor retail spaces.
“I believe we have once more broken ground in audience measurement,” said James Whitmore, managing director, Route.
“The detail involved in modelling is astounding, and the end product will enable out-of-home to plan, trade and evaluate with even more sophistication”.
Via: MediaTel

Real-Time Messaging is Fun, But It Can Be So Much More reports Morag Cuddeford-Jones in Marketing Week

The number of digital outdoor sites is growing and many are adding real-time messaging to the mix. What can this deliver brands beyond the wow factor? Morag Cuddeford-Jones, Marketing Week, investigates.

According to the Outdoor Media Centre, 2013 saw digital outdoor revenues of £214m. It only takes a moment standing in London’s Piccadilly Circus to note the impact large digital screens have on passers-by as every one of the 2 million visitors passing through each week is stopped in their tracks by the 205sq m screen featuring animated Coca-Cola advertising. Brands are now adding real-time messaging in an effort to redouble that impact, but is it having the desired effect?
The use of real-time messaging varies widely, from brands capitalising on news events to real-time brand activity. Radio station LBC used digital outdoor ads in last-minute promotions of the debate it broadcast in March between UKIP’s Nigel Farage and deputy prime minister Nick Clegg. Coca-Cola capitalised on Father’s Day by driving social media content to digital out-of-home (DOOH), posting tweets hash tagged #ShareaCoke. Others have used automation to link to events. British Airways deployed tracking technologies to interrupt the creative on digital screens in Piccadilly Circus and Chiswick when one of its planes was overhead.
Merging digital screens with other media is a favourite. Many are in commuter hubs where dwell time is at its highest (an estimated 17 minutes) and several companies have tied out-of-home to experiential marketing. Danone’s flavoured water brand Volvic Juiced ran a touchable digital billboard at Bluewater Shopping Centre, with the campaign live for two weeks. Consumers could touch the screen to ‘crush’ apples that fill a bottle of juice. Players were rewarded with a free juice as well as being entered into competitions for higher value prizes.
In April JCDecaux deployed its Motion@Waterloo screen to broadcast video from a Lurpak cooking event using the brand’s new Cook’s Range, planned and booked by Posterscope and Carat. Chefs such as Valentine Warner cooked at the zone and the food was handed out to waiting passengers. The screen streamed live and dynamic content captured on the stand throughout the campaign, while commuters were encouraged to live tweet cooking tips to the screen using the hashtag #foodadventures.
Motion@Waterloo was launched in February to create the UK’s largest indoor advertising screen, at 12m wide, with launch partner Audi, using real-time content.
“The audience profile of Waterloo station was important, with a strong ABC1 representation,” says Audi head of national communications Kristian Dean. “The idea of interactive content via social media sites, Twitter and mobiles allows you to have fun and get much deeper engagement with consumers rather than just ‘shouting’ at them through traditional advertising.”

Fun seems to be the central element of brands’ real-time activity in DOOH and Coke, BA and Google all refer to these campaigns as delivering the wow factor.

Sara Dunham, BA head of retail and direct channels, says of Magic of Flying: “The hashtag #lookup was all about the wow factor and putting BA out there as a brand looking for opportunities to do things differently.” The campaign was created and bought by Ogilvy One, Posterscope and Carat, and displayed on Storm media sites.
Emma Houston, head of media at Coca-Cola Great Britain and Ireland, adds: “What digital outdoor is good at doing is creating the wow. We have to look at creating memories and achieving cut-through, and the wow factor impact lasts longer.”
Meanwhile, Google launched a pilot DOOH campaign called ‘Google Outside’ serving geotargeted search results to 100 Clear Channel bus shelters and 60 Exterion Media (formerly CBS Outdoor) Tube station sites across London. Screens adopting Google Now smartphone technology provide content tailored to location, time of day and weather. Refreshed content is delivered by Open Loop and the pilot was created by R/GA London and Google, produced by Grand Visual and planned and booked by Talon and Manning Gottlieb OMD.
Google head of media Greg Smith notes: “The aim was to provide Londoners with relevant search information in a truly magical way. That meant using digital outdoor in a way that had never been done before. The biggest reward was seeing that consumers really engaged with it.”
While these campaigns undoubtedly involve magic and fun, it can be difficult to translate their impact into hard metrics that justify the increased cost and organisational impact of running a real-time DOOH campaign. Houston notes that Coke had to involve cross-disciplinary teams to set the tweeting campaign up and ensure ‘live’ tweets were safe to broadcast.
“It required collaboration between Google, our agency partners and the media owners. It was also technically challenging.”
Coke linked hard figures to its Father’s Day campaign, noting a 5 per cent shift in spontaneous brand mentions, and that out-of-home overall delivered a 28 per cent rise in ad awareness. Google used geo-targeted survey tools to isolate brand uplift and awareness, but does not divulge figures. BA’s #lookup was deemed to be a trial and the company claims that over a million YouTube views and what Dunham calls “a serious amount of social conversation and PR” mean the campaign was a success.
Audi’s Dean, meanwhile, says the benefits of DOOH include the impact on brand perceptions. “The social media link with digital outdoor is exciting and we’ve only just scratched the surface. If we claim to be a progressive brand we’ve got to behave like that.”
As far as out-of-home’s role in the marketing mix is concerned, it is often found in close partnership with social media. BA, Lurpak and Coke rely on hashtags to deliver content to their digital screens, while Volvic’s Juiced campaign incorporates a Facebook game created by We Are Social.
“The critical thing for any real-time out-of-home activity is taking the social aspect and amplifying it,” Coke’s Houston insists.
In BA’s case, the aim was to drive viewers to, but the campaign’s impact was measured by the volume of social conversations, visits to the landing page and conversion rates.
Campaigns remain limited by the number of screens available as well as their location, with 45 per cent of all DOOH in London and 90 per cent of all digital roadside panels also in the capital. There are moves to expand availability, with Primesight putting interactive screens in cinemas and JCDecaux putting 400 digital screens in large Tesco stores across the UK.
Shopping centres and transport hubs such as bus stops and train stations are also proving fertile ground. Google’s activity with Clear Channel is part of a wider expansion that will see the company offer NFC tags in bus shelters across the UK. The introduction of mobile interactivity will take the potential of real-time push-messaging into true interactivity where consumers can download relevant, real-time information that is hyper-personalised.
It is a strategy that ticket agency Stub Hub is considering, according to its international marketing director Brian Streich.
“There are some NFC-enabled DOOH screens but they’re not prevalent yet,” he says. “I see it being the way the industry goes. In San Francisco you can interact with bus stops and we could progress to that,” he predicts. There remains much to be learned about DOOH, including ironing out what Google’s Smith terms “hiccups” in implementation. He will not elaborate, but states: “Given that we created hundreds of assets and delivered them in real time across 160 sites, working with two media owners and two systems, you can imagine hiccups occurred. But we were able to isolate the issues. It’s part of pushing the boundaries.”

Top three challenges

1. Managing the content

Delivering content to sites where DOOH can have relevance is a difficult task and many advertisers are running pilot schemes to test appropriate content against ease of delivery. One of the most popular ways to engage in real time is to enlist consumers by incorporating tweets into the ads. While hashtags such as BA’s #lookup and Coke’s #ShareaCoke easily parse relevant tweets out from social chatter, there is still a heavy human requirement to ensure these are appropriate.
“We managed 100 tweets on the real-time display over the week before Father’s Day, but at least that number again were selected to go into the filter and were rejected,” notes Emma Houston, head of media at Coca-Cola UK.

2. Managing the multichannel

No DOOH campaign exists in isolation. Whether it is generating content for the real-time display from social media or using the message to drive consumers to a landing page, real-time digital screens have real-time impacts.
Interactive tags have to consider mobile coverage, while direct response calls to action such as generating ‘click to call’ rely on call centre capacity at the right time. And the wow factor so many brands rely on in real-time DOOH must be consistent across the customer journey.

3. Managing the partners

The number of agencies involved in running a campaign can multiply exponentially as the real-time element is added. A degree of automation is possible, such as BA’s plane tracking technology, but in cases where consumer interaction and live events such as Lurpak’s Waterloo experiential project collide, multiple departments have to be involved in campaigns where parameters are constantly shifting. The advice from Google and Coca-Cola is that preparation is key.
Via: Marketing Week