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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

Out of Home grows 3.5% to £280.2m in Q3

Outsmart, the trade body for the Out of Home (OOH) industry, has announced that the total revenue reported across all Out of Home advertising for the quarter July to September 2016 is £280.2m. This Q3 figure represents an increase of 3.5% year on year and the highest total for the quarter ever recorded.
Digital revenues amounted to £104.3m, up by a significant 26% year on year and accounted for 37% of the total Out of Home revenue, a further uplift from 30% in 2015.
Whilst this rise in digital revenues shows no sign of slowing down as media owners continue to transform the cities we live in; the power of classic remains. Classic Out of Home provides unparalleled reach and unmissable visual impact, helping brands become memorable and ultimately, famous.
Justin Cochrane, Chairman of Outsmart, comments that “Out of Home continues to deliver strong growth as digital OOH builds on the core strengths of classic. Advertisers continue to benefit from the huge reach and ubiquity offered by classic OOH, enhanced by digital OOH’s flexibility, creativity and impact.”
Visit the Outsmart website to download a breakdown of all previous revenues for the OOH industry.

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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HEX shows the time advantage to passengers

To demonstrate the time advantage gained by taking the Heathrow Express (HEX) to Heathrow Airport compared to other forms of transport such as tube and car, HEX executed a dynamic OOH campaign that showed the length of time taken from any given location.
The aim was to remind existing customers of the efficiency and ease of travelling by HEX whilst also attracting new customers to the network who may not have considered or been aware of the time benefit, whether for their current journey to Heathrow or subsequent journeys.
Using TfL API data and Google travel data the campaign demonstrated the time it would take to travel from each specific location to Heathrow Airport at that particular moment by different modes of transport.  HEX data was also integrated to ensure that accurate information, including any disruptions, was factored into the CMS platform.
The campaign, created by Posterscope, Carat and Liveposter, is appearing on ECN screens, Rail D6s and Euston and Liverpool Street Motion and Rail Transvision screens until the end of October.

Responsive facial recognition technology redefines customer engagement

Posterscope USA, along with partners Quividi, EYE Corp Media and Engage M1 designed and executed a campaign for the GMC Acadia featuring technology that anonymously detected gender, facial expression, age and composition of the passing audience and then served responsive and engaging branded content targeted to that specific audience.
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The campaign, which ran for 8 weeks at the Santa Monica Place shopping mall, marked the first time globally that responsive facial recognition technology was linked to dynamic displays to present personalized content in an out-of-home campaign.
“Consumers see up to 5,000 ads every single day, and we wanted to create a responsive, engaging campaign that cut through the noise,” said Jeff Tan, head of strategy at Posterscope USA. “By leveraging cutting-edge technology to deliver real-time dynamic content, we helped GMC connect with audiences via personalized location-based communication strategies. This proved particularly effective in the crowded environment that is the Santa Monica Place shopping mall.”
Posterscope and their partners fitted eight digital screens in Santa Monica Place Mall with video sensors and Quividi’s audience and context aware platform that anonymously detected and determined whether a passing shopper was a man or woman, alone or with a group or part of a couple or a family, adult or child or even frowning or smiling. No data or images of any type were collected, stored or shared at any time, ensuring privacy.
Once detection was made, the digital screens were populated with fun and humorous creative video content and brand messaging promoting the virtues and features of the GMC Acadia tailored to the identified audience. The screens also featured a number of interactive games, both for children and adults, like Simon Says and a virtual staring contest, all of which were designed to further deepen engagement and maximize viewer interaction with the screens.
“The ability to personalize content and messaging to a variety of target audiences really came to life in this campaign,” says EYE Corp Media CEO Jeff Gunderman. “Through this partnership with Posterscope, GMC and Quividi, we were able to showcase the power of digital place-based screens when combined with cutting edge technology.”
“Posterscope, EYE Corp and Engage M1 collectively pushed the limits of real-time personalization at scale,” said Ke-Quang Nguyen-Phuc, CEO of Quividi. “Our VidiStudio interactive scenario designer tool made possible the implementation of more than 200 interactive audience-aware experiences, making the GMC Acadia campaign the most comprehensive automated DOOH project to date.”
 
 

Brand Fame Uncovered: Storm unveils landmark research on Brand Fame in DOOH

Storm, Clear Channel UK’s premium digital brand, has unveiled results of a groundbreaking study on Brand Fame in digital Out of Home (DOOH) advertising at an event in central London.
The research, Brand Fame Uncovered, is the first of its kind and examined what Brand Fame means to both marketing experts and consumers. The study used a series of tests to provide detailed insight into consumers’ conscious and unconscious beliefs about Brand Fame – and to establish if Premium DOOH, such as Storm, delivers it.
Working in partnership with consumer insight experts Cog research, the first stage of the project sought to establish a common definition of Brand Fame.
Defining Brand Fame:
Storm and Cog worked with Bournemouth University’s Associate Professor of Marketing Science, Dr Stuart Armon, to conduct a detailed review of academic literature on Brand Fame to isolate key attributes associated with Brand Fame. A survey of over 1,000 members of the public then established the qualities that consumers associate with famous brands.
The result was the first ever clear and succinct definition of Brand Fame from both a consumer, and an expert perspective:
“Famous brands are powerful, premium and iconic. They’re highly visible, people talk about them and they are seen as being creative.”
Testing consumers’ unconscious associations with Brand Fame (System 1)
The second phase of the research used a series of scientific tests to establish the strength of consumers’ association between Premium DOOH and Brand Fame.
A first test measured 1,000 consumers’ unconscious responses (“System 1”) to brands on Premium DOOH using a process known as Implicit Response Testing (IRT). Participants were split into three groups: Group 1 were exposed to video stimulus of a series of brands on premium DOOH; Group 2 were exposed to video stimulus of brands on Digital 48-sheets; while a Control Group were not shown any video stimulus.
Results demonstrated that seeing a brand on Premium DOOH increased consumers’ positive association with Brand Fame metrics by 12% over the Control Group. Exposure to a brand on a Digital 48-sheet was found to increase positive association by 6% over control.
The positive uplift was universal across all categories with especially strong uplift for fashion, motoring and premium alcohol brands.
Testing consumers’ conscious associations with Brand Fame
A second consumer test used a method known as Max Diff Testing to establish consumers’ conscious responses to Brand Fame. Max Diff Testing takes into account participant’s preconceived and rational feelings about brands.
1,000 participants were shown six famous brands[1] and asked to select the most and least appropriate media channel for them to advertise on from a list of eight media types: Press, Premium DOOH, TV, Radio, Digital 48-sheets, Magazine, Cinema and Online.
Overall, consumers rated Premium DOOH the second most appropriate media for premium brands to advertise on behind TV, with Digital 48-sheets ranking third.
Storm: Delivering Brand Fame
Qualitative results from test participants specifically praised Storm’s super premium sites’ ability to deliver Brand Fame, describing the sites as “eye-catching”, “grand and iconic” and “portraying brands as premium”.
Conclusions:
Brand Fame Uncovered has, for the first time, defined Brand Fame from an expert and consumer perspective: “Famous brands are powerful, premium and iconic. They’re highly visible, people talk about them and they are seen as being creative.”
Premium DOOH such as Storm drives all fame metrics when testing the unconscious brain.
When testing the conscious brain, it was found that consumers believe that after TV, premium DOOH such as Storm is the most appropriate channel for famous brands to be seen on.
“We are so excited to be launching this landmark piece of research today”, said Aimee Mckay, Managing Director of Storm.
“We already know that Brand Fame creates an emotional connection between advertisers and consumers that ultimately drives long-term brand building and profitability. Brand Fame Uncovered is the first time that Brand Fame has ever been conclusively defined. It is also the first time that rigorous, scientific tests have been used to provide conclusive evidence that consumers believe that premium digital Out of Home delivers brand fame for advertisers.”
[1] For the purpose of this test, brands from 6 different categories were selected from the 2016 Top 100 Superbrands list
Via: Clear Channel

Wandsworth Roundabout is Live

JCDecaux has announced the launch of four new large format digital screens on its high-impact Wandsworth Roundabout location. The launch follows iconic locations such as Old Street roundabout EC1, Cromwell Road and Waterloo Station as the company builds out its large format digital presence in London.
Wandsworth Roundabout’s iconic structure targets multiple flows of traffic as they head in and out of London from the affluent South-West. The four digital screens deliver over 200 square metres of digital space, with the screens increasing in size by over 40%.
The superstructure is visible to over half a million vehicles which pass through one of the busiest junctions in London every week, and is estimated to generate 2.6 million impressions every two weeks (Source: Department for Transport).
JCDecaux’s rich Smartdata programme shows that Wandsworth Roundabout site has a strong profile against the ‘frequent flier’ audience – people defined as taking an average of more than four holidays every year. This has made the flagship site a particularly popular location with travel brands, with American Airlines confirmed as one of the launch advertisers. Other launch partners include Mini, Jaguar, 3 Mobile and Samsung.
Spencer Berwin, Co-Chief Executive Officer at JCDecaux, said: “Situated on one of Britain’s busiest junctions, with inbound traffic heading towards Kensington & Chelsea and outbound traffic towards the affluent South-West, Wandsworth Roundabout is one of the UK’s most striking and attractive advertising sites. With our high-resolution, high-impact digital screens in Old Street and Wandsworth, we have now digitised London’s two flagship locations in the East and West, and continue our vision to develop the world’s most advanced Out-of-Home digital media network in London.”
Graeme Craig, TfL Director of Commercial Development, said: “JCDecaux’s new digital screens at Wandsworth Roundabout provides tailored, dynamic advertising and is part of our wider commercial approach to generate £3.4bn in non-fare revenue over ten years, which will be reinvested in the transport network.”

O2 Campaign Demonstrates Strength of the Network to Audiences

In the wake of being voted by U Switched as providing the best network coverage, O2 launch their new digital out-of-home (DOOH) campaign on 12th August 2016.
To illustrate the great coverage O2 provides, the campaign promotes the tens of thousands of free O2 Wi-Fi hotspots across the UK, as well as to demonstrate how well each location is covered. Utilising O2’s own business data, Iconic DOOH locations have been hand-selected within UK cities where O2 have particularly high levels of 4G coverage and free Wi-Fi spots.
The campaign will use Route data to establish the relevant city for each location and, using the Liveposter platform, O2 will dynamically serve localised messages displaying the number of Wi-Fi hotspots available in each specific area, along with the actual percentage of coverage in the area. Due to the screen copy being location specific, the campaign inspires audiences to feel that O2 coverage follows you everywhere you go. By optimising the copy and making it relevant to each city, O2 aims to increase brand awareness and reinforce their positive network message.
Forward Media have worked with Posterscope, using Liveposter technology and VCCP to tailor copy dynamically so that every single DOOH screen is relevant to each location.

JCDecaux ‘Draws’ on Digital Relaxation Techniques for Deep Spring

JCDecaux, Ansible, UM, Saatchi & Saatchi NZ and the Coca-Cola Amatil brand Deep Spring
have partnered to bring the first Outdoor digital colouring book to life on the streets of
Sydney and Melbourne to promote Deep Spring’s relaunch and celebrate its delicious
natural and organic range of sparkling mineral water with 5% juice.
Tapping into gaming culture and current health and mindfulness trends, the campaign
combines the ancient art of Zentangle patterns with the latest in Out-of-Home technology to
bring a rare moment of distraction and relaxation to the busy streets of Sydney and
Melbourne.
The custom-built panels, created by JCDecaux, feature an in-built digital touchscreen that
allows passers-by to colour in beautiful Zentangle patterns interwoven with inspirational and
calming quotes such as ‘Sip, relax, repeat’. Zentangle patterns are believed to heighten
focus and creativity, as well as an increased state of personal well-being.
Part of a wider integrated campaign, the personalised user-generated digital drawings,
created by passers-by on JCDecaux’s digital panels, will be shared across Deep Spring’s
social channels emphasising the moment of disconnection enabled by Deep Spring.
Deep Spring is utilising simple, elegant Outdoor / digital integration to celebrate a return to
the brand’s mineral water roots. The unbeatable dwell time provided by JCDecaux’s high
foot-traffic rail environment and pedestrian sites, coupled with simple, seamless digital
gaming integration delivers a moment of relaxation on the daily commute, or lunch time
break. The innovative activation celebrates Deep Spring’s focus on the ‘simple pleasures’ –
in the language of today’s digital world.
Alan Klein, Head of Creative Solutions, JCDecaux said: “We’re excited to see clients playing
in the gaming space. Combine this with beautiful imagery, audience engagement and
online/offline out-of-home integration and you see really exciting results like the Deep Spring
campaign.’’
Gaelle Boutellier CCA General Manager said: “It’s great to not only be able to provide
Australians with inspirational creative reminding them to enjoy life’s simple moments but also
the actual tools for them to do so.”
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The Innovate panels are live until 22 August at Flinders Street Station and Southern Cross
Station in Melbourne and Darling Harbour and Martin Place in Sydney.
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Pets at Home Invite Cinema Goers to Feed Pets Via Touch Screen

Pets at Home has launched an expansive nation-wide touch-screen campaign on Primesight’s digital interactive 6-sheet network. The interactive game runs across 38 cinema locations in close proximity to Pets at Home stores, inviting pet-loving cinema-goers to digitally feed animals for a chance to win vouchers.
The interactive and geo-targeted campaign was created by John Brown Media, with production and game build by Grand Visual. The fast-paced touch-screen activation awards the top ten players by entering their name on the leader board and issuing voucher codes to spend in-store, with location-specific directions to their nearest Pets at Home store.
The DOOH push was planned and booked by Carat Manchester and Posterscope, and runs in Vue, Odeon and Cineworld cinemas in England and Scotland until the end of September.
Tim Dowling, Head of External Communications at Pets at Home, commented: “Interactive digital screens are a new marketing channel for Pets at Home. This campaign promotes our free in-store My Pet Pals workshops where kids can learn how to look after pets responsibly. These screens are targeted in locations where we know families are spending time together – allowing people to experience our brand in a fun and interactive way. The campaign incentivises participants to visit the store which is very close to the 38 cinemas. We look forward to seeing the results.”
Tim Last, Products & Services Director at Grand Visual said: “Few interactive campaigns have been done on this scale in the UK before. Primesight’s cinema foyer network is a unique canvas with national coverage, long dwell times and touch-screen technology. The game is simple, fun and instantly accessible to pet loving families flocking to see one of the many popular family movies out this summer.”
Dan Sharp, Head of Digital, Primesight said: “We thrive on working with brands looking to digitise their messaging and take their out-of-home advertising campaigns in a fresh and innovative direction. The capabilities of OOH are showcased through our touch-screen cinema network, which is the perfect platform for Pets at Home’s eye-catching creative.”