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LDN hits 100m impressions!

JCDecaux has deployed the 500th digital screen as it continues the rollout of its flagship London Digital Network (LDN).
JCDecaux’s LDN portfolio now reaches 70% of Greater London and delivers more than 100 million impressions and is set to grow to more than 200 million from 1,000 screens when the project is completed in Q1 2017.
Having announced an extensive digitisation programme across its entire portfolio of Large Format, Retail, Rail, Airport & Cities at this year’s industry Upfronts, the company expects its total digital network to be delivering one billion impressions by the end of 2017.
The 500th screen, installed this week on City Road in Islington, marks a core milestone in JCDecaux’s plan to build the world’s most technically advanced and impactful digital outdoor network in the world. The 500 digital 6-sheet screens are strategically placed in London’s busy hotspots including King’s Road, Knightsbridge, Hyde Park Corner, High Street Kensington, Park Lane and the jewel in the crown, Oxford Street.
Its flagship digital LDN network, part of the Cities portfolio, comprises a core part of the company’s #onebillioneyeballs digital transformation project and will deliver approximately one fifth of the company’s overall digital eyeballs.
JCDecaux’s digital portfolio network, fuelled by data, allows brands to utilise its media planning and buying tool SmartBRICS as well as its SmartCONTENT platform, which allows advertisers to serve the right creative, at the right time, to the right place.
Spencer Berwin, Co-Chief Executive Officer at JCDecaux UK, said: “London is JCDecaux’s global showcase for digital Out-of-Home, and LDN is an integral part of that story. Having the premium locations and the most developed digital network has put us ahead of the pack with an impressive share of the market. Reaching 100 million eyeballs is an important milestone in our flagship LDN project; a core part of a wider digital transformation that will establish us as a top tier digital media owner in our own right.”

Kellogg’s UK launched a dynamic tweet to screen campaign #Strengthis

Kellogg’s has re-branded their Special K cereal line to be more aligned to today’s dietary requirements and become ‘more relevant’ to women, with new messaging focusing of the inner strength of woman and what is required to get them through today’s busy life.
To launch the re-brand, two events were created, one in La Defence in Paris and the second in London’s Waterloo Station. Each event ran for four days and consisted of many exciting elements for those passing through the locations, including an experiential activation where samples of the Special K flavours were distributed and people could get a photo in a designated Instagram booth. Brand ambassadors were tasked with the job of conveying the new brand positioning, and encouraging woman to tweet in their definition of ‘strength’ to a campaign specific hashtag. These tweets were then displayed on digital screens in both locations using the Liveposter platform and appeared on white boards being held by Special K ambassadors, including Katie Piper and Lisa Faulkner.
A photographer was on site to take photos of each displayed individual tweet, to tweet back to the user and personally thank them for taking part in the campaign.
The campaign was planned and executed by Carat UK, Isobar UK, Posterscope UK, Posterscope France, MKTG UK and MKTG France.
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The Blurred Lines Between Digital and Out of Home Location-Marketing (Part 4)

Part Four: The Future of OOH Buying is Real-Time
Jeff Tan, VP Strategy, Posterscope
This is a four part series exploring the blurred lines between digital and OOH.

  • Part One – Describes the 3 forces driving disruption in OOH
  • Part Two – Explores Geo Audience Insights; using mobile data to inform OOH planning
  • Part Three – Discusses how advertisers can utilize dynamic creative to stand out from the crowd
  • Part Four – Examines the future of OOH buying and the shift toward real-time OOH

The future of media buying will be increasingly automated, data-driven and addressable as downward pressure on media buying rates mean that advertisers are expecting more, for less.
A shift toward data-driven automation is essential for the OOH Location-Marketing industry as it transitions to become audience rather than demographic focused.
Real-time digital OOH utilizes data sets to trigger advertising on digital screens including digital billboards, street furniture and place-based media. Utilizing Geo Audience Insights in real-time is the future of OOH buying.
Note that I hesitate to say ‘programmatic’ OOH media. This implies an auction based, real-time bidding system, multiple data-integrated sources, one-to-one targeting and near unlimited inventory. Real-time OOH may get closer to that one day, but will remain predominantly a one-to-many mass media.
When programmatic digital was in its infancy there were concerns in the marketplace. The OOH Location-Marketing industry is facing 2 similar hesitations with real-time.
Hesitations
Media Owner hesitation: There is some hesitation in the media owner community that real-time OOH will decrease the value of digital OOH media over time leading to mass commoditization and devalued inventory. I can assure you, this will not happen. Due to the physical nature of the medium there will always be a finite supply of inventory. The economic laws of supply and demand dictate that with limited inventory, mass devaluation of advertising rates will be unlikely.
Lack of Standards: As an industry we need to come together to develop consistent standards across media owner networks, buying models, delivery and measurement. We need to do this quickly as the pace of change is rapid. We should not be afraid to collaborate; by developing working groups and sharing ideas we can progress quickly.
Opportunities
The opportunities in real-time OOH lie in efficiencies with smarter use of data and perception changes of our industry.
Smarter Use of Data: You can tell a lot about a person from the physical locations one regularly visits. We like to think that we’re spontaneous creatures, living life to the unpredictable max. However, the overwhelming majority of us are not spontaneous. We’re predictable. We’re creatures of habit.
I take my dog Charlie for a walk to the same park each day at the same time. I catch the subway to my office in Tribeca and walk along the same streets to get there. On the weekends I hang out at a limited subset of bars, restaurants and cafes in the city.
Let’s tap into the predictable nature of human location behavior and analyze the migration patterns of our audiences. A baby formula brand targeting new moms can use mobile data to develop and understanding of which neighborhoods and streets new moms spend their time. A new mom will likely visit Baby Center, nurseries, playgrounds and toy stores quite regularly. Utilizing mobile carrier location data with real-time OOH allows a baby formula advertiser to display digital OOH in real-time to the geographical areas that new moms are most likely to frequent, at the times she’s likely to be there.
Perception Changes: Real-time OOH (along with Geo-Audience Insights and Dynamic Creative) has the power to change the perception of OOH Location Marketing in the minds of advertisers. It’s reliance on data sets offers the opportunity to replicate targeting practices from programmatic mobile.
There is an opportunity to use the same audience segments and data sets from programmatic digital, and extend this to the physical world of OOH. Doing so elevates the medium, and changes perception to that of data, technology-focused and real-time.
Conclusion
We’ve seen over this four part series that the future of OOH Location-Marketing is data and technology driven. It’s an exciting period for the industry as the digital and physical worlds collide.
Consumer habits have changed, and smartphone addition is driving both challenges and opportunities for advertisers. Advertisers are demanding more from the media, and technological advances will help accelerate innovation and smart thinking in OOH.
Geo Audience Insights (GAI) allow advertisers the ability to use data to inform smarter planning in OOH Location marketing. Data sources such as mobile ad exchanges allow advertisers to answer questions such as “What neighborhoods in NYC are likely to be receptive to the launch of a new baby formula?”
Dynamic content in OOH will become the no-brainer-standard for digital OOH, as smart marketers understand the effectiveness of displaying relevant, contextualized content based on a consumer’s mindset and location.
Finally, real-time digital OOH can extend Geo-Audience Insights from planning to buying-activation, using digital data sets.
The future of OOH Location Marketing will be digital. Will you be ready for it?

Mastercard offers free travel on London transport to promote Android Pay partnership

Posterscope is this week launching Mastercard’s first locally targeted digital OOH advertising campaign in support of the technology company’s partnership with Android Pay.
Mastercard is offering pay-as-you-go passengers the opportunity to travel for free on the TfL network for four consecutive Mondays in October, when they tap in with their Mastercard in Android Pay.  The offer will be promoted each week across London Underground digital OOH screens and escalator panels, plus platform information screens, PA announcements and social media activity on the TFL Twitter account.
As part of the promotion, Mastercard has also teamed up with Caffe Nero to offer free tea or coffee to customers that pay using Mastercard in Android Pay.  Posterscope has deployed digital OOH screens within 500m of Caffe Nero stores across the UK.  Dynamic creative will update in real-time on the digital screens during the partnership, showing messages including directions to the nearest store from the screen location and details of how to redeem the free hot drink.
The free travel and coffee promotion will run until the 24th October, supported by a wider advertising campaign running across print, digital display and social media, planned and bought by Carat, with creative by McCann.
Marc Bartholomew, business director at Posterscope said: “Mastercard’s first dynamic digital OOH campaign capitalises on the full benefits of the medium.  It uses both location targeting and dynamic creative to provide useful information about the offer to customers in close proximity to a store where they can redeem their free hot drink.”
Mark Barnett, president of Mastercard UK & Ireland said: “Our ‘fare free’ days across London’s transport network have been a big hit with our cardholders, but we wanted to go one step further. By also offering a free coffee at Caffè Nero, we hope that the Monday morning commute becomes a little more enjoyable in more ways than one.”

JCDecaux Airport UK Launch Heathrow’s ‘Motion Showcase’

7th September 2016: JCDecaux Airport UK today introduced their newest digital advertising opportunity, the ‘Motion Showcase’. A set of premium sites in a premium location; Terminal 5 Arrivals, Heathrow’s busiest airport terminal.
 The ‘Motion Showcase’ consists of two stunning full motion digital screens that dominate the route from Immigration to Baggage Reclaim, reaching 100% of the Terminal’s arriving audience. At 3mm pitch, these are the highest quality screens across Heathrow’s digital inventory; an exclusive opportunity that can provide engaging communication and huge creative scope for a brand.
Post Brexit, the pound’s dramatic fall in value has resulted in London becoming a key destination for travellers, with flights to the UK up 7.1% in the four weeks after the vote. As a result, Heathrow passenger figures for July have shown a significant increase year-on-year, highlighting that this is the perfect time for advertisers to consider showcasing their brands within this unique environment.
The Arrivals areas at Heathrow offer brands an opportunity to deliver that initial, stand-out message to the world’s elite as they arrive in the UK.  Arrivals provides a unique opportunity for advertisers; passengers are in an alert and receptive mindset on arriving into the country, leading to high levels of advertising awareness.
Janice Herrington, Client Sales Director, JCDecaux Airport said: “It’s fantastic to have a luxury brand as the launch advertiser on these stunning new digital platforms at T5. These sites clearly demonstrate how the airport is at the cutting edge of digital OOH innovation, with Motion Showcase’s quality and clarity exceeding that of any digital opportunities at Heathrow to date.
Sources: London Heathrow 2016; The Economist 2016; The Scotsman 2016.

London City Airport Launch City Traveller Network

Part of the Wildstone designed City Suite portfolio of digital sites, City Traveller has launched today (8th February).
Comprising of 12 x 75 Samsung Hi Bright screens housed in bespoke structures that champion UK industry and design.
“Working with Wildstone we have created a portfolio of sites that are designed to complement the industrial heritage of our unique location in London. Combined with the Samsung Hi Bright screens and locations that cannot be missed, this is the first phase in our deployment of digital media outside of the terminal itself” comments Sally Emms, Head of Media Sales, London City Airport.
City Icon will be launched in April and provides a dominant focus at the terminal front. Building on the design theme on a much grander scale and incorporating two 3m x 6m LED screens.
The final addition will be the City Welcome site which includes a 10m x 3m LED screen set amongst a living wall and bespoke lighting scheme at the entrance to the airport and Private Jet Centre.
Souce: Outsmart

Primesight Selects BroadSign for Delivery of Dynamic Content and Accountability

Primesight is converting its portfolio of digital displays to the BroadSign International, LLC software platform as part of its on-going drive to offer clients a seamless DOOH experience with increased accountability.
The integration with BroadSign’s cloud-based platform will give advertising clients access to the richest industry-leading reporting. Primesight has already converted its full large format digital estate to BroadSign and will soon complete the transition with its small format screens located in cinemas and subway.
Primesight selected BroadSign due to its flexible and comprehensive offering with regards to the delivery of dynamic content and proof of digital performance.
“BroadSign has provided an effective solution to our key requirements for digital transmission and display, which include an integration with our inventory management system, full flexibility for scheduling and accountable play out reporting,” said Paul Daniels, Operations Director at Primesight.
Primesight’s purely ad-based network is composed of traditional and digital out-of-home formats, with the latter enabling advertisers to buy a percentage of time in any clock hour dependant on their needs.
“In addition to being one of the most prestigious OOH networks in the United Kingdom, Primesight is a business driven by responsiveness, accountability and incredible performance,” said Skip Beloff, Vice President of Sales at BroadSign.
“These values coincide with BroadSign’s own and we look forward to a strong partnership in this highly innovative region.”
 

Real-Time DOOH Campaign Reaches On-the-Go New Yorkers

Gett, a new on-demand car service has launched a real-time DOOH campaign aimed directly at Uber’s New York City customer base. The campaign, planned by Posterscope USA, highlights the company’s no-surge pricing policy, a $10 fixed price inside Manhattan, below 110th Street. According to the company, the campaign has been successful in driving downloads of the company’s mobile application and encouraging new user to try the service.
Gett’s DOOH campaign reaches on-the-go New Yorkers across multiple venues that include the MTA’s On the Go kiosks, urban panels, newsstands, bus shelters, restrooms, elevators and bars through the end of October. Gett currently operates in London, Manchester, Liverpool, Moscow, St Petersburg and Tel-Aviv. New York is Gett’s first market in the United States.
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“Gett continues to emerge as a force in the highly competitive on-demand car service market and we are thrilled to have the opportunity to help support their growth efforts,” said Helma Larkin, CEO of Posterscope USA. “We’ve designed and deployed an innovative DOOH campaign that strongly promotes Gett’s competitive differences and leverages a wide range of digital screens that blanket New York City and encourage new users to give Gett a try.”
A key feature of Gett’s DOOH campaign is the use of real-time buying for digital out-of-home screens in locations such as elevators and bars. To maximize efficiency and budget, Gett’s campaign is seen on certain screens during peak viewing hours. For example, in office building elevators, the campaign can be seen during work hours with an emphasis on the 4-8 PM timeframe when people are commonly leaving the office and when on-demand car price surging is most common. In bars, the campaign can be seen during evening and night hours as well as when weekend traffic tends to increase.
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The Real World November 2015

The Real World is Posterscope’s monthly Out-of-Home market update, containing latest industry news, key facts and figures and some really cool OOH campaigns.  The presentation can be accessed here

O2 launches 'Make them Giant' dynamic campaign

Waterloo station is playing a key part in the Rugby World Cup as sports fans gather there to make the journey to Twickenham Stadium, so there’s no better way to get them in the mood than with the 40m long full motion digital screen filled with commemorative content.
O2’s dynamic digital campaign on Motion@Waterloo displays supporters’ positive tweets that use the hashtag #WearTheRose.
The creative makes full use of the 40m board with an illustrated England team lined up across it, followed by the message “Make them giants.” The total number of messages being tweeted is also shown.
It was launched at Waterloo prior to its TV campaign and was planned and booked by Media Planning Ltd t/as Havas and Posterscope.
Via: JCDecaux