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Outdoor Plus adds M4 London Gateway

Hot on the heels of Henlys Corner, Outdoor Plus launches the only landscape digital opportunity on the M4. The state of the art high-resolution screen launched on Monday with campaigns from Virgin Media & TSB.
Targeting traffic travelling into the capital from Heathrow, and the affluent regions to the West of London, the site delivers a fortnightly audience of over 1.2 million. The elevated screen gives brands an opportunity to showcase on one of the busiest roads into London.
Grant Branfoot, Sales Director at Outdoor Plus, said: “Our digital offering is the most advanced in the market so we’re proud to be the only DOOH media owner offering a landscape digital screen on the M4 London Gateway.
The roadside site provides a great space for advertisers to harness the attention of both international audiences and Londoners travelling between Heathrow and the city.”

Posterscope Brazil named official OOH agency for the 2016 Olympic Games

Out-of Home communications agency Posterscope  has been appointed by the Organizing Committee of the Rio 2016 Olympic Games to manage the Rio 2016 out of home (OOH) programme prior and during the Games in Brazil
It is estimated that approximately R$400 million will be invested in OOH media during the event.
Posterscope Brazil will support Rio 2016 Olympics and Paralympics Games and its sponsors with regards to out of home media. The agency will also advise on advertising placement restrictions in certain places, preserving the intellectual property of the Games and ensuring advertisers convey the correct brand identity of the event in their advertisements, in addition to offering the same opportunities to sponsoring brands. The company was selected by the Organizing Committee of Rio 2016 for its pioneering approach to out of home media in Brazil as well as throughout its global operations.
“We will put the Olympic values and spirit into Rio de Janeiro, not only in the sporting arena, but also by including the wider population. This is  a unique opportunity to explore the out of home media potential in Brazil, at the time when the world spotlight will be on our country, “says Marco Antonio Souza, managing director at Posterscope Brazil.
The OOH media of the sponsors and partner brands will occupy areas surrounding the sports facilities which are located in the regions of Barra, Maracanã, Copacabana and Deodoro, areas of Rio de Janeiro where different medals will be presented, and outdoor media in the airports in the five cities where football will be taking place.
 

Great Escape’ for Graubünden Ferien

Jung von Matt/Limmat AG found a unique way to capture the attention of busy Zurich commuters for Graubünden tourism organization Graubünden Ferien.
The agency launched an interactive digital OOH campaign for the organization in which stressed out city dwellers were greeted by a resident of the small mountain village Vrin. He spoke directly to commuters, extending an invitation to come visit him in the mountains (and even printing a train ticket) as an antidote to stressful city life. The man even offered to speak with bosses and professors to excuse their absences. Launched with the insight, derived from the 2014 Job-Stress Index, that stress is a growing problem for city dwellers, the campaign shows commuters a peaceful alternative, even if just for a day trip.
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Source: Adweek
 
 

Primesight announced as the preferred bidder for its UK airport specialist Eye Airports.

Subject to successful completion, the transaction would add some of the UK’s busiest airports, including London Gatwick and Manchester, to Primesight’s portfolio of Out of Home advertising sites.

 Eye Airports’ national network reaches over 100 million passengers a year. Last year it announced #RedefiningAirports, an £8m investment in advertising media and technology, which represents the largest spend on UK airport advertising this decade. This included the latest high-spec formats and new opportunities for advertisers to “dominate” the airport environment.
Primesight is one of the leading Out of Home advertising businesses in the UK, with a national portfolio of advertising panels including roadside billboards and 6-sheets. The company also markets panels in cinema foyers and the Glasgow Subway. Primesight is investing heavily in digital and is in the process of rolling out “Network”, a national digital 48-sheet product.
Andrew Walker, managing director of AdGroup, said:  “I’m proud of the impact that Eye Airports has made on the UK airport advertising industry, however to achieve its full potential, I believe it needs to be part of a larger and broader-based Out of Home group that can build on what our superb team has already achieved. Primesight’s culture and aspirations, along with its understanding of the Eye Airports offering, make it the ideal partner. They share Eye Airports’ passion to take airport advertising to the next level.”

Naren Patel, chief executive of Primesight, said: “We are extremely excited about this opportunity. Eye Airports is a unique chance for us to gain a significant presence in the UK airport advertising sector. Airport advertising is great at reaching an upmarket audience in an environment that is perfect for developing digital products and ideally placed for mobile and Out of Home interactivity.”

AdGroup, based in Harrogate, North Yorkshire, comprises a number of different companies mainly in media, technology and printing industries

Microsoft's personal response to local's cricket put-down

Microsoft has delivered a personal riposte to a Glasgow tweeter who pointed out that its recent ad campaign mentioning cricket was out of place in the city’s East End.
The original bus stop poster showed Microsoft’s mobile voice-activated assistant, Cortana, announcing a reminder about playing cricket at the weekend. One local commented on the lack of popularity of the sport in Glasgow’s East End by tweeting a photo of the ad with the caption: “Said nobody in the east End of Glasgow ever.”
Cortana tweet 1
Chris’s tweet garnered a lot of attention and was retweeted 4283 times. Now Microsoft UK has responded directly to Chris with a tweet which said they weren’t kidding that Cortana was personal. The response included a photo of the same bus stop with a new poster which reads: “Cortana, next time I speak with Chris, remind me not to mention the cricket.”
cortana tweet 2
The ad was created by McCann London / M:United, and seems to have gone down well with its recipient.  The campaign was planned and executed by Dentsu Aegis Network and Liveposter.
cortana tweet 3
Source: The Drum

A clever billboard that helps you parallel park

How easy would it be to parallel park if you always had a friend to help you—even when you were driving alone?

Well help is at hand…a Fiat billboard in Germany uses a digital screen with special software and sensors to measure how far a driver’s rear bumper is from the car behind it, and then projects a synchronised image of a human helping to guide a driver to park—just like a passenger might get out and do.

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It’s a simple, clever concept, to promote Fiat’s Parking Assist technology, an alarm system that warns drivers in reverse of objects behind them. The billboard even offers a range of different playful avatars for the computerised assistant—a biker, a child, a wise old-man. And the brand’s marketing team couldn’t resist designing one of them—a woman in a skimpy bunny outfit—to appeal to the leering set.

Source: Adweek

JCDecaux continue M-vision expansion

JCDecaux’s digital mall expansion continues with the launch of two new M-Vision screens at key UK retail locations: Liverpool ONE and Bullring Birmingham.
Brands are set to benefit from this high-impact, premium communications channel in the heart of Liverpool and the addition of a second M-Vision screen in Bullring brings the total network to 15 premium screens.
Positioned in proximity to anchor stores in malls, M-Vision provides brands with unprecedented access to the most aspirational and image-conscious audiences nationwide.
Nearly 8 million adults visit shopping malls every week and research suggests shoppers arrive in a happy mindset. They are actively seeking new things.
Keen to explore this further, a new in-depth research piece from JCDecaux will soon reveal new insight on shopping and the retail mindset – in particular happiness levels, the crowd theory, directional messaging and more.
The research piece will be released early June 2015.

Campo Viejo creates real-time outdoor campaign for Streets of Spain festival

5 May 2015, London. Spanish wine brand Campo Viejo, owned by Pernod Ricard, celebrated its third annual Streets of Spain festival by incorporating user-generated social media content into its digital outdoor advertising, a first-of-its-kind campaign for the company. Held on London’s South Bank, the festival brought the food, wine, art, music and culture of Spain to one of London’s most popular locations for the full bank holiday weekend, from May 1st to 4th.
This year, visitors were encouraged to share their experiences via Twitter and Instagram using the hashtag #StreetsofSpain. For the first time ever, content shared to the #StreetsofSpain hashtag was then used in real-time on digital screens across London as part of Campo Viejo’s digital out-of-home (DOOH) campaign.
The outdoor activity was planned by Posterscope and Havas, and delivered the content to more than 100 digital screens across London using the Liveposter platform.
Samantha Brereton, client director for Posterscope, said: “This is the second time we have supported the Streets of Spain festival. This year we plan to help Campo Viejo build upon last year’s record-breaking success which saw 300,000 visitors join the festival, and are very excited to be using an extremely innovative and interactive outdoor campaign to help drive attendance.
“Using the Liveposter platform, we’re able to source visitors’ own content shared to the #StreetsofSpain hashtag in real-time, giving people across London a little taste of the festival. The festival is all about bringing Spanish life to London over the bank holiday weekend, and using visitors’ genuine experiences is the best way of representing that feeling to a wider audience.”
Lucy Bearman, head of marketing at Pernod Ricard, said: “Streets of Spain has grown from year to year, and we can’t wait to give this year’s visitors a taste of Spanish life this bank holiday weekend. There’s an incredible buzz across the weekend, and we’re delighted that Posterscope is helping us to spread that feeling by using visitors’ own shared experiences on digital screens across London.”

'How technology is shaping the future of advertising' -Live Q&A

Out-of-home (OOH) advertising could benefit most from the digital revolution. Photograph: Patrick Batchelder/Alamy
The ad industry is entering a new era. Never before have brands, advertisers and marketers had the opportunity to both reach and better understand their target consumers. Through data based-services, location and mobile advertising, brands are finding ways to personalise marketing to individual customers, offering them access to real-time offers, local services and personal recommendations.
Advances in technology have allowed for more innovative approaches to out-of-home advertising, with location technology used to offer more immersive, interactive experiences for consumers.
These advances throw up several questions: what impact do new technologies have on ad approaches and how do brands and agencies make the most of these new opportunities? What’s the best strategy for brands? How do they choose which one to adopt?
With new tech, the onus is on brands to communicate the value of these forms of advertising to their customers, taking into account the implications for consumers and how concerns over security and data usage are best addressed.
To provide valuable analysis of these issues and more the Guardian assembled a panel of industry experts on April 27th, and here are some of the best insights on how new digital platforms and devices are changing advertising and marketing:-
 Glen Wilson, Posterscope
Relevance is key, but don’t forget privacy
There is huge investment in digital OOH infrastructure both in the UK and worldwide, but there needs to be more agility in terms of the way that it is sold, bought, planned and approached creatively.
Location has the potential to massively impact on the effectiveness of marketing campaigns. A better understanding of what you as a consumer might be interested in allows more relevant and therefore effective advertising.
Certainly when we ask people about what sort of thing they want to see from advertisers in the OOH space, they consistently say more relevance: relevance to my environment; my city; what I’m doing now. Location data helps us deliver this relevance, but we must always be mindful of privacy.
Jide Sobo, MEC
Technology is the enabler, not the message
Tech is great, but the most important thing for advertisers is to think how you can deliver value for your consumer. Think about the message and how you want people to feel, or what you want them to do, then think of the best medium to deliver that.
On the relationship between technology and creativity
Creativity is lagging behind tech, but that’s often the way. We develop new tech and then work out what to do with it. Look at QR codes, near field communication (NFC) and so on. Great tech, but nobody has really worked out what to do with it from an ad perspective.
Monica Ho, xAd
On location services in advertising
Location data goes far beyond just the “where” to better define the “who” and what they might be interested in. By looking at a user’s offline behaviour patterns, you cannot only begin to understand what they like through frequency of visitation and affinities, but can also understand more about who they actually are based on what they do outside of the home. By harnessing this data you can build a more precise view of who your audience actually is.
Don’t write off out-of-home (OOH) advertising
Mobile helps enhance the outdoor experience by allowing an extension of the billboard messaging on to a device that can drive not only engagement post-message, but is a way to track that someone has actually seen the message in the first place.
Scott Ross, DigitasLBi
What are the issues facing the future of the ad industry?
Tech is continuing to expand, connect and complicate advertising. There is no single answer for where we’re going; things will continue to get fuzzier.
Brands, ask yourself: what am I doing to experiment more, fail faster and pivot sooner for my clients and customers? Can I keep my advertising modern, embrace technology, be real-time and relevant without crossing the line of privacy and angering my audience?
 Matt Wilkins, RetailMeNot
On smartphone and digital screen ads
Obviously the technology is fairly new and there’s still lots for advertisers to learn, but there is an ever evolving advertising opportunity. We’re seeing people browsing for things to buy on their commute, interacting with retail sites while on the high street, so digital screens and new technologies will pave the way for brands to reach those people at the times when they’re already looking to interact.
Mark Brill, lecturer, consultant and strategist
Users make the channels, not brands
Just look at messaging (SMS and now Snapchat and WhatsApp); they were not brand-driven. I am wary of too much advertising activity from brands, but I suspect that it won’t put off users. The adoption of wearables will come from the benefits to the users regardless of what brands do.
On the potential of virtual reality for marketers
It’s an interesting technology that can deliver a highly immersive experience. I think there are some specific applications, such as health, where it can be amazing. However, I doubt that it will become a media channel for brands in its own right. Gamers love it, but for everyone else, I’d say it’s niche.
 Fergal Downey, BoscaBox
What does the next five years hold?
The internet of things has the greatest potential to bring radical disruption to how we communicate today. If everything is connected and automated all the way down to product packaging, it has the potential to open new markets we’ve not thought of yet (and close down others).
 Brad Poole, Travelodge
On the interaction between print and digital
Traditional formats, such as print, will always have a place, but publishers need to work hard to think of innovative ways to create synergies with digital channels. This trend has been true for a while now, where digital can provide an added layer of detail or hidden value to a piece of communication.
Click here for the full transcript of this webchat, which was provided by xAd
Via: The Guardian Media and Tech Network

Neuroscience delivers further insight into the role of DOOH

Neuro-Insight used brain imaging to look at the subconscious impact of one medium on another, investigated the ability of premium, full motion media (television and premium digital out of home) to positively prime responses to linked messages encountered in other media (magazines and mobile devices). Heather Andrew, CEO of Neuro-Insight UK, discusses the research process and describes how working with Ocean uncovered something unusual.
Ocean believed that full motion digital out of home could play a role similar to that played by television, which has been shown to have a strong priming impact on other media. Like TV, DOOH delivers brightness, motion and colour, and like TV it delivers an intense experience that Ocean believed could serve to build, not just leverage, brand equity.
Research objective
We wanted to go further than previous research, to understand just how far the impact of DOOH in particular could extend; our hypothesis being that it could reach well beyond the OOH sector. We set out to discover whether prior exposure to DOOH advertising had an effect on responses when people were exposed to advertising from the same campaign in other media – i.e. did DOOH have a priming effect that extended beyond OOH and into the wider media landscape?
Methodology
Ocean chose neuroscience as the methodology for this project because, as proven by an earlier study, it’s the best way of delivering objective evidence about effects that people wouldn’t be consciously aware of. We carried out the research using the Steady State Topography (SST) methodology, which tracks electrical responses in the brain in real time as people are exposed to different stimuli. In this study we wanted to look at priming impacts, which require the brain to store information and then link new stimuli back to what’s been stored into memory, therefore memory encoding was the key measure that we focused on in our analysis.
A key feature of the study was that we wanted to focus on the priming impact of DOOH on other media; therefore we measured not brain response to the priming media, but responses to the media being primed.
Results
The results were unequivocal in showing strong priming impacts; but took us by surprise in that we found more than we expected. Firstly, we found that, regardless of creative, mere exposure to the priming medium had an impact. People who saw television first responded more strongly to magazine advertising (even when not linked to the campaign they had seen on TV) than people who’d been exposed to DOOH. More importantly for Ocean, people who’d seen digital DOOH first responded more strongly to advertising on mobile devices, even when not linked to the campaign they had seen on DOOH, than those who’d been exposed to television.
Why is this?
The results reflect what we call the congruence effect – the impact of environment and “brainstate” on responses. TV is immersive and involves a sedentary state in the home, just like magazine reading. DOOH involves a heightened response to communication seen out of home whilst on the go, just like mobile devices. The brain is very receptive to the power of context, and congruence plays a role in how we respond to things, just as we have seen in this study.
Unsurprisingly, for both priming media, the priming impact was even stronger when people were responding to creative executions from the same campaign that they had seen on TV or DOOH.
Learnings
The findings of the study have clear implications for maximising the impact of cross-media campaigns by harnessing the specific priming impact of DOOH. We know from previous work that iconic, large format advertising delivers heightened emotional response and strong memory encoding, and that this impact is heightened by full motion screens. We also knew, going into this study, that these large, iconic sites had a positive priming effect on other OOH advertising.
This new research takes the learnings further, to show that the priming impact of DOOH extends beyond the OOH world and into a wider media universe. There is a congruence between screen experiences out of home, and the combination of large and small screens, accessed on the go, is a particularly powerful one.
Via: Ocean Outdoor