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We asked 100,000 consumers worldwide…about OOH

Megin Gauntlett, Senior Insight Executive at Posterscope delves into our planning tool OCS, giving insight on how we understand our global audience and plan resonating campaigns.
OCS – The largest global OOH survey in the world
OCS (Out-of-Home Consumer Survey) is Posterscope’s proprietary planning tool and an integral part of Posterscope’s planning process across the globe. Since its launch in 2005, it has continued to expand and now encompasses over thirty markets and 100,000+ consumers worldwide.
OCS enables planners to efficiently and effectively identify the behaviours and attitudes of relevant consumers and translate these into actionable insights. These insights are then used to inform the most appropriate OOH plan.
The range of topics contained within OCS include, amongst others, the consumer journey to purchase, attitudes towards over 50 different types of OOH (including airport and experiential), and the claimed noticeability of these formats. As the opportunities within the OOH market evolve, so too does OCS – with questions such as ‘topics searched for on smartphones’ and ‘consumer opinion on relevant dynamic digital content’ being amongst those most recently added across all markets globally.
OCS identifies OOH nuances between markets
In practice, OCS allows us to identify key trends over multiple markets, and to understand the various idiosyncrasies and differences when it comes to consumer opinions and behaviours around the world. This can range from looking at day-to-day actions that we take for granted, such as how we commute to work, to more individually-determined actions, such as where we’re more likely to search online whilst out of the home. These differences help us to personalise planning for each audience across each market.
ocs by country
Universal trends in OOH – Location, Location, Location
OCS also allows us to identify key insights that are consistent worldwide, and in turn enable Posterscope to develop its OOH offering to meet these requirements. For example, the importance of context and relevance in OOH is now universally acknowledged, and, in recognition, Posterscope is rolling out its Liveposter product on a global basis. Liveposter offers a unique blend of context and relevance, as it serves engaging messages across multiple OOH locations using triggers such as time, day, and weather.
But which kind of messaging does the consumer really want to see? Based on the views of over 60,000 consumers from nine of Posterscope’s core OCS markets (the UK, France, Germany, Italy, Spain, Japan, Australia, the USA and Singapore), we can see a unanimous trend in the dynamic content that consumers engage with most when it comes to DOOH – Location. On average 60-70% of global consumers engage with contextual DOOH messages relating to the weather, time of day, day of week, seasonal events and live sports updates… but location is the dynamic content type most favoured across all 9 markets without exception. Almost 8 in 10 global consumers state that they are interested in location-based messages on DOOH.
ocs types of message
In the UK, location-based messages resonate even more with consumers, and this becomes even further pronounced amongst specific audiences. For instance, 90% of London fashion consumers (“Londoners who are passionate about shopping in store to buy fashion items”) are interested in location-based DOOH content. This type of insight helps to inform and plan successful OOH campaigns, such as Timberland’s recent campaign which ran across shopping malls and high streets in London. Based on the viewer’s location, suggestions were made to visit a local store or landmark, along with relevant statistics such as distance, number of steps required, and calories burned, whilst promoting the unique comfort of the new Sensorflex product.
timberland
Société Générale used a similar idea in rail stations and airports across France – letting consumers know how long until their train or plane departs and reminding them that they have plenty of time to log on to the app and complete a few transactions whilst in transit.
The success of this kind of location-based marketing is not to say that the consumer is uninterested in any other relevant messaging displayed on DOOH screens. As the chart above illustrates, global consumers are similarly interested in a variety of contextual messaging as detailed in OCS, and, in some cases, confounding national stereotypes such as the British being more inclined to care about the weather, when in fact they actually ranked 8% lower than the average of all countries evaluated!
Multiple Messages engage consumers
Combining multiple contextual messages, when relevant, helps to further engage the consumer. santander v2Across all markets, campaigns which feature multiple contextual messages are proven to have greater consumer impact – Santander Cycles being a casing example. Santander Cycles identified two key audiences for its product – leisure users and commuters, and, using the Liveposter platform, encouraged them to hire a cycle for their next journey. As well as using location and local nearby attractions as inspiration, the campaign also utilised time of day (when to deliver the ads) and weather data (letting people know if the weather is going to be good for a day outdoors). Research demonstrated that consumers who saw the DOOH Liveposter campaign were 20% more likely to spontaneously recall seeing advertising for Santander when asked “which, if any, high street banks or building societies have you seen, heard or read advertising for in the last 2 weeks?”  proving that contextually relevant DOOH content delivers strong advertising cut-through for brands.
Similar success has also been enjoyed by Fanduel, an online and app-based fantasy sports league based in the USA, who utilised relevant contextual messaging consisting of both time of day and location, in a drive to recruit more members and get them playing more games.
fandual
In summary, OCS helps us to understand the lives, opinions and OOH habits of more than 100,000 consumers in over 30 different markets. With the rapid development of DOOH inventory with real-time capabilities across the globe, OCS ensures that we can capture which tailored, contextual messages (and triggers) our audiences actually want to see and where, enabling us to deliver relevant real-time campaigns that truly resonate and drive results.

WCRS and Born Free make a splash with DOOH for World Orca Day

International wildlife charity the Born Free Foundation marked World Orca Day on July 14 with an integrated campaign which saw Ocean Outdoor’s spectacular large format full motion out of home screens transformed into virtual tanks.
Conceived by WCRS, a winner of Ocean Outdoor’s annual digital creative competition, #TankFree uses CGI technology and visual effects from The Mill London to create a series of magnificent life size animated orcas which the public were invited to set free from captivity and return to their natural habitats.
Over the course of World Orca Day (July 14), supporters were asked to help free captive orcas by texting a donation to Born Free. Each £5 donation received causes a captive orca to jump out of the DOOH screen and swim through other nearby sites to freedom. Its escape triggers the arrival of another captive orca, which swims into the virtual tank, triggering further donations.
Celebrated actress and Born Free co-founder Virginia McKenna OBE said: “There are currently 62 orcas in the world which are forced to live in cramped conditions and perform unnatural tricks at marine parks and aquariums. This highly visual, dynamic appeal, created for us by WCRS and Ocean, will help in our mission to end the practice of keeping cetaceans in captivity.”
WCRS creative director Steve Hawthorne said: “Sometimes the most powerful way to get a problem across to people is simply to show it to them in a way that’s hard to ignore. Creating life sized orcas, in digital screens the same size as the tanks that many orcas are kept in, allowed us to do just that.”
#TankFree featured for the day across five “hero” city centre locations including Westfield Stratford, London, the Birmingham Media Eyes, Liverpool Media Wall, The Screen @Arndale in Manchester and St Enoch, Glasgow, from where the captive Orcas will be freed. A further six Ocean screens carried supporting graphics to raise awareness and donations on the same day (July 14).
Out of home and experiential activity was supported by prominent Born Free celebrity patron Lady Victoria Hervey, who visited Westfield Stratford to see the campaign for herself on July 14. Born Free promoted the day’s activities widely on social media, using #TankFree to encourage engagement across the country.
Ocean Outdoor head of marketing  Helen Haines said: “Equating the screen size with the size of a tank is a powerful message. This campaign is a beautiful use of creative out of home spaces and it’s nice that the connection, interaction and positive action coincides on one day. This is a worthy winner of Ocean’s digital creative competition which looks to celebrate big, bold new ideas.”

Ocean Outdoor seeks bold ideas for the 8th annual Digital Creative Competition

Ocean has launched its 8th annual competition to discover the best creative ideas in DOOH, using innovative and emerging technology and techniques.
Ocean’s Digital Creative Competition is now inviting submissions for bold new creative ideas which set new boundaries from brands, the creative community, agencies and charities.
Campaigns can be devised for either UK audiences, or to reach much broader global audiences spanning three continents (Europe, North America and Asia).
This year, to encourage simple and effective creativity, there’s a single category of entry, although submissions for charities and commercial brands will be judged and awarded separately by a panel of industry experts.
Entrants that truly raise the bar will win a share of a £650,000 prize fund and the chance for their creative concepts to be showcased across Ocean’s iconic UK DOOH locations, or via The Alliance network to Europe (Madrid), the USA, the Middle East (Dubai) and the Far East (Hong Kong or China).
Announcing the 2017 awards, Ocean CEO Tim Bleakley said: “Ocean’s annual competition has consistently challenged creative thinking within the all screen market, consistently raising the bar for what is possible over the past eight years.
“It has provided a platform for brands to succeed at global awards ceremonies such as the distinguished Cannes Lions, delivering inspired ideas and aligning creative minds to the opportunities digital out of home affords alongside other progressive platforms and content channels.
“Last year’s winners created some show-stopping media moments on a UK and an international scale. Entering the competition is simple but the rewards are multiple. All you need to compete is an idea.”
It is free to enter Ocean’s competition, which is open until August 25. The winners will be announced at a prestigious awards ceremony at the IMAX in London on October 5.
All you need is an idea
In 2017, Ocean celebrates the 8th anniversary of a competition that has consistently educated and helped drive the DOOH success story. The initiative reflects Ocean’s ethos to stimulate technical understanding and creative exploitation of the medium and with it, drive sector growth and brand count.
Last year’s winners included Churchill Car Insurance with Churchie’s Drive-Thru created by WCRS and the spectacular March for Giants, created by 18 Feet & Rising for the charity Space for Giants.
Eight years of supreme creativity
Ocean’s competition has powered global success stories for visionary brands and agencies who have shown the world how DOOH is closely aligned with other progressive technologies in the screen world and fully integrated with capabilities such as wifi, augmented reality, 3D modelling and audience and vehicle recognition.
March for Giants transcended global boundaries broadcasting across three continents via The Alliance
Gold Cannes Lions for Women’s Aid’s Look at Me and MicroLoan’s Pennies for Life campaigns
Top Shop and Twitter presented catwalk trends live as they happened from London Fashion Week
NHS Blood & Transplant used augmented reality to show the transformational power of life saving blood donations
A live broadcast from the Caribbean was powered by British Airways
Powering a digital billboard using human energy and Pavegen technology to promote the Toyota Hybrid
Feeding pigs apples in a farm in Buckinghamshire, in real time, via your mobile phone from Westfield, London
Integrating EEG technology which reads brain waves allowing a game of Mind Pong, controlled by human thought, for The Brain Tumour Charity
Via: Ocean Outdoor
 

This is the new "Minority Report" by Alberto Garcia, Posterscope Iberia

This is the new “Minority Report”

Do you remember the Minority Report (Steven Spielberg) scene where Tom Cruise was strolling through a mall that ” sensed ” his presence and interacted with him offering personalized content? Today we are analyzing a future that is not so far away.
Thanks to technology we live in the era of “ubiquitous connectivity”, that is, the one in which we are connected with everyone and everything around us. And for this, or because of this, cities are transformed. This connectivity has made the momentum more relevant, and when we are away from home the moment is intrinsically related to location. This is the path of Out-of-Home (OOH) to Digital OOH, and finally to Location Based OOH.
Read More ….

 

Posterscope Spain work with Coca Cola in DOOH first

Coca-Cola, is the first brand to be announced on Clear Channel ‘s new Playground digital media installed at La Vaguada Shopping Center in Madrid.

Coca-Cola Zero Azúcar will be the main product on the spectacular digital screens among which are an Led screen of 10 meters of height, that is located in the Great Plaza and is visible from all the plants of the commercial center of Madrid.

‘Wait with a Mate’ by The Lost Dog's Home

GPY&R Melbourne and JCDecaux have developed a new interactive billboard for The Lost Dogs’ Home that allows commuters waiting for a train to ‘play fetch’ with an energetic virtual pooch.
The ‘Wait with a Mate’ campaign is a fully immersive experience that tracks throwing motions via an in-built sensor and accordingly triggers a digital ball’s throw. Once the dog has retrieved it, a real ball with adoption information gets dispensed at participants’ feet.
[youtube width=”300px” height=”200px”]SfeKFnoSUpY[/youtube]
Via: Youtube

Ferrero gives fans opportunity to get personalised kinder Scokolade

To increase brand love and encourage sales of Germany’s most favourite chocolate treat in the pre-Christmas season, Posterscope Germany and Ferrero implemented an engaging and interactive campaign.  Fans could upload their photo portrait onto the Ferrero website and in return receive a personalised pack of kinder Schokolade with their portrait on the front for them to take home.
The activity was supported by a multi-format Out of Home campaign.  In addition to roadside billboards in the Top 10 cities, which featured multiple creative executions of kinder Schokolade, billboards at Point of Sale and branded busses, an eye catching giant digital screen in a highly frequented location in Berlin was utilised.  The digital screen which was located just above the photobox broadcast live the photos as they were taken.
The simple but engaging event performed extremely well with the PhotoBox working to capacity. Despite rainy weather and low temperatures, kinder Schokolade fans were content to wait up to 45 minutes for their personalised kinder Schokolade package. Approximately 3500 personalised packs of kinder Schokolade were distributed and 2300 photos broadcasted live and in real time onto the digital landmark.
picture1

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

Ocean Group joins the Branded Content Marketing Association (BCMA)

In a move which marks the emergence of digital out of home as a platform for branded content, premium digital out of home operator Ocean Group is the first UK player to join the Branded Content Marketing Association.
Membership to the industry body propels Ocean’s positioning as a live broadcast and digital medium. The media owner has a growing slate of content deals with the British Olympic Association and Team GB, the British Fashion Council and the BFI.
The move follows Ocean’s decision to become the first OOH operator to join the IAB two years ago. It has joined the body to highlight its branded content ambitions and lead the progressive debate about the transformation of out of home into a responsive, digital medium.
Ocean Group director of marketing Richard Malton said: “Ocean’s already delivered significant milestones in terms of branded content. Our partnership with Team GB allowed us broadcast more than 20,000 hours of exclusive Team GB content, creating a unique national broadcast channel across 98 of Ocean’s digital screens during Rio 2016.
“And our collaboration with the British Fashion Council allowed us to screen London Fashion Week to more than 35 million people across 60 outdoor screens for the first time in its history, powered by Maybelline. Membership of the BCMA marks our medium’s relevance to any branded content  media plan and the importance of DOOH sites of stature in the transmedia story-telling cycle.”
Membership gives Ocean access to the BCMA’s market leading intelligence, training and events as the company continues to upskill and introduce new talent into its business.
Andrew Canter, Global CEO of the BCMA said: “We are delighted to welcome Ocean Outdoor as members of the BCMA. This is an extremely exciting time for digital outdoor and the opportunities for brands and agencies to create innovative and impactful content solutions. We are looking forward to working with Ocean’s team and to developing the best practice guidelines for branded content using digital outdoor.”
Last month, the BOA and Ocean extended their exclusive content partnership up to and including the Olympic Games, Tokyo 2020. The collaboration includes action from the Pyeongchang 2018 Olympic Games.
The enhanced 2020 deal awards Ocean tier one partner designation and, as official Out of Home partner, Ocean will be working closely with Team GB and other content partners to deliver an enhanced, content rich channel for future Games.
Via: Littleblackbook

Outdoor Plus sells stake to private equity

Outdoor Plus has sold a large minority stake to Inflexion Private Equity, giving the out-of-home company a war chest for acquisitions and capital investment.
Jonathan Lewis, the founder and managing director of Outdoor Plus, said Inflexion “shares our vision for growth” and he plans to “use their investment to continue to deliver the best sites in the best locations”.
Nigel Sharrocks, a former senior executive at Dentsu Aegis Network, has been appointed as non-executive chairman of Outdoor Plus after Inflexion introduced him.
Lewis has invested heavily in digital in London and sold off most of his company’s traditional billboards in recent years and close to 90% of revenues come from electronic screens such as The One Knightsbridge on the Hyde Park underpass.
Outdoor Plus is thought to be worth more than £50m, based on an estimate of double this year’s revenues. Lewis declined to reveal the value of the sale.
Turnover in its last financial year is estimated to be £25m, based on its most recent accounts that covered a nine-month period.
The shareholder register of Outdoor Plus boasts a number of big names from UK media and a veteran rock star. Phil Georgiadis, chairman of Blue 449, former Havas bosses Marc Mendoza and Mark Craze, and Nick Mason from rock band Pink Floyd all hold small stakes.
It is thought some investors will hold onto their stakes while others plan to sell some or all of their holding.
Simon Turner, managing partner at Inflexion, said: “We are delighted to be recommended to Jonathan and his team as the minority investor of choice, enabling him to find the right investment solution to suit his growth ambitions for Outdoor Plus.
“Inflexion brings strong TMT sector experience to support the business expansion plans [of Outdoor Plus].”
Lewis said Inflexion’s investment made sense partly because the private equity firm has a “knowledge and understanding of the sector”.
Inflexion said it tends to make investments of between £10m and £100m in “high-growth” businesses. Its other investments include media production house Group IMD.
Outdoor Plus is about number six in the UK out of home market behind JCDecaux, Clear Channel, Exterion Media, Ocean Outdoor and Primesight.
All except JCDecaux now have private equity investors, making consolidation in the sector more likely.
Lewis founded Outdoor Plus in 2006. The company claims the UK digital outdoor ad market has been growing at over 25% a year since 2010.
Via: Campaign