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The Real World May

The Real World covers information about consumer behaviour and inspiring ways to use OOH, as well as recent industry news and the latest on the OOH marketplace.

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People 33% More Alert Out of Home

People out of home have a 33% heightened alertness compared with people in home, new research from the Outdoor Media Centre (OMC) has revealed.
Conducted by COG Research and Dr Amanda Ellison, doctor of psychology at Durham University, the study analysed 140 continuous hours of monitored skin conductance readings by 20 subjects who also wore eye tracking glasses throughout their day.
Matching the skin conductance highs and lows to actions and places in their daily lives, the research determined that people are significantly more alert outside of the home than in.
“This ground breaking research puts numbers to what we all sense, namely that we move around out of home in a sharper and more focused frame of mind,” said Mike Baker, CEO of the OMC.
“That has a real benefit to advertisers, who can use [the research] to target consumers at different points in their day. Contextual planning is a real benefit of the outdoor medium, and now we know that our audience is one third more attentive.”
COG Research also teamed up with OnDevice Research for another study to measure people’s mood, analysing 3,563 individuals via their mobiles at different times of day and in different places.
The results found that a consistently higher percentage of those out of home claimed to be feeling “energetic and active”, and took action at a higher rate for outdoor ads compared to other media. 23% searched for more information on a mobile device after seeing a recent outdoor ad, compared to 16% for other media
To view the full presentation and videos, click here.
Via: MediaTel and Outdoor Media Centre

Media Digest- April 2014

This edition of Media Digest covers a broad economic outlook and highlights from the Bellwether Review, OCS6 – Posterscope’s 6th edition of its Out-of-Home Consumer survey – that launched in February, recent mobile insights, consumer and digital trends for 2014, as well as the latest insights from our trading partners.
Please click here to view it.

IPA TouchPoints5: Rise of the Connected Consumer

Emerging screen-based technologies, such as smartphones and tablets, are changing the way the UK population communicates, shops and consumes news and media, according to the latest IPA TouchPoints5 data, published earlier this week.
The data reveals that a growing proportion of our communication time is now conducted online, with 12% spent social networking (up from 5% in 2012) and 12% spent emailing (up from 6% in 2012).
In addition, the percentage of adults that now use the internet each week has increased from 80% in 2012 to 86%, while the time they spend surfing the web has risen from one hour and 56 minutes a day in 2012 to two hours 27 minutes in 2014.
Coupled with these increases, the new data reveals that almost half of consumers (48%) now own a smartphone, while over a quarter (27%) own a tablet and 38% either own one or have the use of one within their homes.
The research, which was first launched in 2006, also shows how long consumers are using their smartphones and tablets for and the various ways in which they are using these platforms in comparison to more traditional ones, as well as the extent to which these new trends are being spearheaded by the 15-24 age group.
“Our lives are changing at an unprecedented rate, and as the new TouchPoints5 data clearly shows us, emerging technologies are revolutionising how we communicate, how we entertain ourselves, and how we spend our time and money,” said Lynne Robinson, research director, IPA.
“These changes are been spearheaded by the younger age groups whose mobile devices are the dominant force in their lives.”
Via: MediaTel

JCDecaux to Trade on Audience Insight for New SmartScreen

JCDecaux has unveiled SmartScreen, its new insight-driven digital network of six-sheet screens, which will launch across 400 Tesco stores nationwide on 7 April.
The scheduling system, called JCDecaux CAPTAIn, will be powered by dunnhumby insight to help brands schedule advertising messages to shoppers across the UK.
It will automatically increase or reduce the frequency of display according to audience insight in order to show creatives at optimal times.
Chris Felton, the head of agency marketing at JCDecaux, said: “There may be certain times of the day or month when product sales are at their highest. So we can work with brands to figure out when this is and we can then target relevant groups of shoppers based on those findings.”
The outdoor industry has long talked about moving away from trading posters and digital sites on a panel basis and JCDecaux hopes that SmartScreen will be part of a move towards delivering campaigns based on a clients’ target audience.
SmartScreen research found the sales uplift by digital screens is nine per cent higher than non-digital posters at supermarkets.
Via: Brand Republic

Weve launches display ads trial

Weve, the mobile advertising and payment joint venture between EE, O2 and Vodafone, has launched its display ad service, with Tesco the first advertiser to join the beta trial.

The service lets advertisers target Weve’s 22 million-strong audience base of opted in consumers across the three operators’ networks by booking display campaigns on a CPM basis, which use the Adfonic delivery platform and appear across third party publishers’ sites across the mobile web and apps.
Tesco will be trialing Weve’s proposition to run a brand awareness campaign across mobile display over the coming weeks.
Weve says its service is superior to that of Facebook, Google or other mobile ad networks such as Millennial Media because it offers “the largest first party data set”, given the verifiable information the operators’ customers provide them with at registration.
As the service matures, marketers will also be able to target customers based on more granular segments such as supermarket catchment areas, social grades, TV regions and by overlaying CACI data such as consumers who are due for car insurance renewals. Weve is also looking at offering the option to match brands’ CRM databases with an anonymised list of its audience’s phone numbers – although James Connelly,  co-founder of mobile marketing agency Fetch, says it may be a challenge to convince advertisers to release their own first party data at this stage.
Peter Sells, head of mobile at Havas EHS, says Weve’s ability to help marketers harness big data across operators makes it an attractive proposition.
He says: “Very few brands have anything close to big data – a lot of data, perhaps, but not complete, total channel data. Weve promises for the first time to actually allow brands to leverage properly big data and if it can put this live dataset to work across suitable delivery points, it will have a very interesting proposition indeed.”
Such level of granular targeting using verified data also means Weve is looking to offer around a 90 per cent no risk guarantee of marketers’ ads duplicating for consumers across different apps and areas of the mobile web – ahead of the industry average of between 50 and 60 per cent.
Weve is also offering post-campaign insight and analysis, including bespoke 3G and 4G data behavioural information – so marketers could potentially tell whether a user visited their site after seeing an ad, even if it was not a direct click-through.
Sean O’Connell, Weve director of product development, told Marketing Week: “Measurement is a big problem for brands in mobile as a lot of insight is optimised for clicks but that’s a proxy measure as it’s often about people with fat fingers – especially in areas like games. The insight we offer back is verified so we can say these are the people that actually engaged with your ad and then we can break that down by cameo, handset, catchment areas, age and you can see if someone was more likely to go in store.”
The launch of Weve’s display ad service – which will not come out of beta trial for at least three months after testing with around half a dozen advertisers – was originally expected late last year and Marketing Week understands many mobile media buyers were also hoping for a self-serve, demand-side-platform (DSP) at launch.
Andrew French, vice president of client services at mobile marketing agency Somo, says: “The power of the Weve proposition lies in the richness of the data they have on their customers, their profiles and behaviours. Having this data sat behind a DSP would ensure it was used to its maximum effect for targeting the user and the environment in which they are browsing. Going with another network feels a bit like a job half-done and not fully utilising their data.”
Milton Elias, head of mobile at OMD, disagrees with the view that a DSP would have been a preferable option, saying Weve’s unique data and analytics proposition means the organisation will want to keep the media buy priced at a suitable premium as opposed to the “competitive” bids for impressions and clicks offered by DSPs.
But there are other challenges Weve will need to overcome, he adds: “A key issue is that campaigns will be running across apps and sites that are not the operators’ to police and that could be a concern for brands who do not always work with exchanges and DSPs.
“But as long as Weve is transparent in terms of ad placements and publishers, the move to display is a big opportunity and if all the checks are in place the market should react quite well to it.”
Weve is also expected to be revealing more details about its mobile payment and loyalty services – also both previously expected in 2013 – in the coming weeks in the run up to the annual Mobile World Congress event in Barcelona.
Weve has been offering brands including Microsoft, Lucozade and McCain SMS and MMS mobile marketing services since December 2012.
The joint venture was given clearance from EU regulators to set up its operation in September 2012 and it now has around 120 staff.
Via: Marketing Week

Posterscope and EE sign exclusive deal to trial use of mobile data in OOH planning

Posterscope has significantly enhanced its market–leading audience insight and campaign planning capabilities by forging a partnership with the UK’s largest mobile network, EE. This unique agreement will see EE provide Posterscope with anonymised and aggregated group level network usage data, that will inform planning and optimise the performance of outdoor advertising campaigns.
The tie-up will deliver Posterscope insights on group level movements and location-based digital behaviours on the move, and an understanding of how, when and where mobile devices are used by large groups of people in relation to, and in the proximity of, OOH media sites throughout the country.
Future applications will enable agency planners to determine the effect that exposure to OOH media at specific locations has on mobile web actions, and to capture data on journey patterns, areas of residence and locations visited by particular audiences. So, for example, it would make it possible to pinpoint hotspots of sports or film usage, and design campaign plans accordingly.
This new data will be incorporated into Posterscope’s own recently launched ‘Planner’ app, an innovative and sophisticated operating system that combines and interprets mass volumes of audience data to optimise the effectiveness and efficiency of campaigns. This tool was primarily developed to leverage access to the raw data within Route – the OOH industry’s audience measurement system – but also integrates data from a variety of other sources.
 
Posterscope is currently signing up launch advertisers with newly optimised campaigns running from November 2013.

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