Charlotte Tilbury Beauty has launched a dynamic, digital OOH campaign featuring user-generated content and a weather-triggered activation to launch their new #GLOWMO collection.
Devised by out-of-home (OOH) and location marketing specialist Posterscope and media agency Cream UK, delivered through the Liveposter platform, the campaign comprises two creative executions highlighting the performance of the #GLOWMO products, one triggered by weather conditions (high temperatures, low temperatures and rain), and the other featuring a real-time stream of beauty shots from people showing off their use of the Charlotte Tilbury make-up range.
The campaign is appearing nationally on a wide range of digital out-of-home screens including Ocean’s large digital formats, LCDs and mall digital six screens on weekends throughout May, June and July.
Neil Cunningham, MD of Cream UK, said: “As one of the first ever beauty brands to do dynamic outdoor Charlotte Tilbury Beauty is keen to continue innovating in the category with the #GLOWMO campaign. Achieving a glow moment is possible whatever the weather, so in order to inspire our perfect glow consumer to visit nearby stores and join the ongoing social conversation we launched this dynamic creative in hyper-relevant spaces explicitly designed to adapt to weather and temperature.”
Dan Carey, Business Director at Posterscope, added: “By linking weather data directly to the benefits of the #GLOWMO product range, we have been able to create a smart, engaging DOOH campaign for Charlotte Tilbury. In addition, displaying real-time user-generated content on screens will increase engagement further by bringing endorsement directly from users, which should help to drive both consideration and purchase among existing and potential customers.”
For a legacy medium like out-of-home, there are a number of crucial factors to consider when gearing up for an automated future, writes Posterscope’s MD, Glen Wilson
Digital out-of-home (DOOH) is increasingly being used in more flexible, dynamic ways and integrating more and more varied data sources, consequently allowing us to display ever more relevant content to audiences.
As a result of these advancements, programmatic OOH capabilities are accelerating at pace now too. You can’t go far without reading or hearing about OOH programmatic at the moment, both in the UK and across the globe.
We have seen announcements recently from a number of media owners launching programmatic capabilities, and I think these developments will only continue to intensify in the coming months.
But while all these media owners have announced tangible, exciting and significant developments, with substantial resource and investment behind them, there are still differing views about what programmatic means for the OOH medium, and perhaps more importantly, the benefits it will offer to advertisers.
As programmatic media developed alongside the digital and mobile media model, the programmatic transactional element adapted simultaneously to become automated.
There are several considerations to automate that transactional element for a legacy medium like OOH, not least taking into account physical inventory. Therefore Programmatic OOH is being defined in many different ways and it is yet to be determined which trading model will ultimately win out – Programmatic Guaranteed, Private Marketplace or RTB/Open Exchange.
Running alongside the debate over transactional models is the planning opportunities that programmatic can provide. As media owners invest in API systems that match real-time availability with data sources this will certainly enable faster, more efficient planning by specialists and agencies. Almost all the major OOH players in the UK are working to deliver this to some extent in 2017.
For the Posterscope team, however, the most exciting and important aspect of programmatic OOH is the transformation that automated ad-serving of creative has enabled. The ability to tailor content based on real-time data optimisation is potentially the biggest single step forward for the OOH medium in decades.
Numerous studies have shown that the more relevant and contextual an advertising message is, the more it resonates with an audience. This is particularly true for OOH, where a consumer’s location, state-of-mind and purpose plays an immensely influential role.
Key findings from Theoretical VirtuoCity Research in the effectiveness of this “dynamic difference” revealed that ad-serving relevant content by audience increases the overall effectiveness of a campaign by +15%.
Furthermore, we know this makes a difference to a brand’s interaction with their audience. The research from VirtuoCity also revealed that using dynamic DOOH to deliver a more contextually relevant message increases advertising awareness by 18%, recall of the specific creative messages by 53% and creative/brand perceptions by 11%.
We’ve seen huge investment in digital screens in the past few years and by leveraging the agility and flexibility of these increasingly digital networks, we can utilise real-time planning to deliver pieces of communication automatically, in a given time or place, driven by pre-programmed rules.
Additionally we have the increased ability to ad-serve and optimise creative delivery with messages that contain dynamic elements and, informed by data, reflect more closely what audiences are thinking, feeling and doing at those moments.
We are already serving creative content that adapts to multiple, real-time feeds, such as weather, traffic flow, sales, social media trends and a multitude of other business drivers, via the Liveposter platform, along with creative content drawn from pre-produced work or created and edited in real time in response to these data triggers.
Unfortunately this dynamic capability is far from being used to its full potential and is currently the award-winning work of the few rather than the many.
More than the new types of trading models, it is this customisable aspect of OOH programmatic that is capable of transforming the creative potential of the medium, attracting new advertisers to it, building its overall share of media spend and, most importantly, delivering dramatically more effective campaigns.
This is this is where the OOH industry needs to focus, communicating this world of possibility to advertisers and the agencies that represent them.
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.
Posterscope and Carat have launched a dynamic, digital OOH campaign for Vauxhall Motors as part of a nationwide campaign to launch the company’s new flagship vehicle, the new Vauxhall Insignia Grand Sport.
The campaign launches this week and uses real-time traffic data to deliver contextual ads to motorists stuck in traffic jams. Whenever car-speeds go below the appropriate threshold, tailored creative executions are deployed to highlight the innovative range of technology solutions available in the new Vauxhall Insignia. More generic creative will play-out when car flow is moving normally. Liveposter will create poster templates to automate the scheduling of copy changes which will be pre-agreed and supplied via a content matrix.
Using the Liveposter platform and traffic data supplied by INRIX Traffic, the campaign will be seen on 16 digital 48 sheet sites and 10 large digital format screens on key arterial routes in Birmingham, Leeds, Manchester, Bristol and London until the end of the month.
Andy Biernacki, Head of Brand at Vauxhall Motors, said: “With all the innovative game changing tech in the new Insignia, we wanted to ensure that our media placements leverage the same data capabilities and connectivity to highlight the car’s premium features in an engaging way for our audience.”
Michael Bartrop, senior client manager, at Posterscope, added: “This is first time we’ve delivered a national level campaign triggered by traffic data. By delivering this tailored content in real-time, in reaction to traffic behaviour, we are able to reach Vauxhall’s target audience with the right messages, in the right place, at the right time to capture their attention.”
The campaign is supported by static 48 sheet formats across the UK, and by TV, digital paid social and print advertising. Creative is by McCann and MRM.
Clear Channel will be showing off ‘Le Grand Screen’ one of the largest smart billboards in the world on the roof of Le Grand Hotel during Cannes Lions.
Clear Channel is also sponsoring the Outdoor Lions category of the Cannes Lions Awards for the eighth consecutive year. The winning campaigns will be shown on Le Grand Screen as soon as they’re announced.
“We have reached a digital tipping point for out-of-home with scaled digital networks across many of the world’s major cities that allow advertisers to engage audiences with data-driven, real-time, contextually relevant messaging,” William Eccleshare, chairman and chief executive of Clear Channel International, said. “But we’re only just scratching the surface of what is creatively possible, so we’re working with a range of partners who have crafted bespoke activations for the event and the unique festival audience, to inspire the global advertising industry about the creative possibilities of out of home.”
Outsmart, the trade body for the Out of Home (OOH) industry – advertising that reaches consumers while away from their homes, has announced that Digital Out of Home revenue reported for the quarter January to March 2017 is £107 million, up by a significant 28% on Q1 2016. Digital now accounts for 42% of all Out of Home revenue, an increase of 9.4 percentage points on Q1 2016.
Total Out of Home revenue for the quarter is £252million. This is broadly flat year on year, but revenues in the last 12 months (to the end of March) are up 3% on the prior 12 months.
Justin Cochrane, Chair of Outsmart, comments that “the transformation of the Out of Home medium continues with further investment in digital. State-of-the-art inventory and technology continue to enable advertisers to benefit from the flexibility and dynamism of digital Out of Home, as well as complement or amplify classic Out of Home campaigns.”
2017 marks the appointment of PwC, who will now undertake the revenue reporting for the Out of Home industry, on behalf of Outsmart. PwC has considerable experience in the Out of Home sector having worked with a number of the leading companies in the sector.
Justin Cochrane added “PwC will bring greater insight into Out of Home’s positioning within the wider media mix.”
Mark Maitland, PwC Media Strategy Partner, comments “We are delighted to be working more closely with the Out of Home industry alongside Outsmart, and are excited by the new investments being made in Digital inventory and the long-term prospects for the sector overall.”
Download a breakdown of all previous OOH revenue figures here.
JCDecaux, has today launched a new premium, state-of-the-art digital superstructure, The Edinburgh Arch, with Sainsbury’s, Jaguar, Vodafone and The Walt Disney Company as launch partners.
Situated at the Gogar Roundabout, this large-format roadside location is a unique gateway to the city; positioned in proximity to the RBS Headquarters and the prestigious Edinburgh Business Park, home to blue chip companies including HSBC and J.P. Morgan. The two 41 square metre screens will be unmissable to drivers travelling to and from Edinburgh International Airport, the fastest growing major airport in the UK (Source: Edinburgh Airport Limited 2017).
JCDecaux was awarded the City of Edinburgh contract in 2015 and The Edinburgh Arch is a milestone in the digital regeneration of advertising sites across the city in line with JCDecaux’s ‘Blueprint for the Future’, providing premium Out-of-Home opportunities across roadside, retail, rail and airport environments. It follows the successful installation of synchronised digital bus shelters on Princes Street and the digitisation of key locations including Edinburgh Airport and Edinburgh Waverley; fulfilling JCDecaux’s promise to provide advertisers with premium locations with the best screen quality in a brand safe environment.
With exposure to a city population of nearly half a million, the 2 x 41 square metre HD digital screens that form The Edinburgh Arch will contribute 1.2 million impressions over a one-week period towards JCDecaux’s target of reaching #onebillioneyeballs by the end of 2017.
The Edinburgh Arch, the first ever digital large format for JCDecaux in Edinburgh, follows the successful launch of two digital superstructures in Manchester – The Trafford Arch and The Salford Arch.
Serviceplan held an unprecedented field operation on 22nd March in Paris to raise awareness about the dangers of being a careless pedestrian, which results in 4,500 victims each year in Ile-de-France.
The idea behind the operation was to display a specially designed interactive digital billboard near a busy pelican crossing. Equipped with a movement detector, speaker, and camera, the smart billboard made the sound of screeching tyres whenever a pedestrian attempted to cross the road while the “red man” was displayed.
The frightened faces of the pedestrians were then featured on the road safety billboards, and their photographs shown alongside the caption: “Don’t risk facing death. Check the lights and cross safely”. The digital video and posters, created under real-life conditions, will be used as part of the forthcoming “Quinzaine Régionale des Usagers Vulnérables” (15-28 May 2017) on train station billboards and a Facebook campaign.
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Via: Best Ads on TV
On April 1st, ‘McVitie’s Jaffa Cheese Cakes’, ‘Strawberry Cheesecake Mini Cheddars’, ‘Meh-mite’, ‘Pot Noodle Twister’ and ‘Quorn- the power of Quorange’ landed on digital screens in local Asda stores, demonstrating the flexibility of digital to create an engaging April Fool’s opportunity whilst raising brand awareness.
The majority of supermarket shopping is still done in physical stores versus online and recent research conducted by Clear Channel and On Device as part of an environment study of supermarkets states that 60% of supermarket shoppers are more likely to buy an advertised product.
Martin Corke, Marketing Director at Clear Channel UK said “Our digital network is all about inspiring shoppers and driving sales. The unmissable and highly flexible Asda Live screens engage shoppers at precisely the right moments. This April Fools’ activity was a great example of brands using the creative power and technical capabilities of DOOH to maximise engagement, at moments that matter for advertisers and audiences alike”.