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Posterscope fuses the OOH industry currency with OCS

Posterscope fuses advanced OOH industry currency,Route,with OCS, the UK’s most detailed behavioural OOH Survey,to boost campaign reach & effectiveness

Out of Home and location marketing specialist Posterscope has fused its proprietary Out of Home Consumer Survey (OCS) with Route data to enable its planners to plan and buy OOH against a client’s core planning audience.
The OCS Route Fusion has been integrated into Posterscope’s location analytics, planning and trading platform ECOS and will allow its planners to quickly and easily re-create their clients’ precise planning audience, and then plan and optimise OOH campaigns against this at the same time as the much broader traditional buying audience.
This new depth of insight within OCS will also enable Posterscope to proactively analyse coverage and frequency and plan against audiences expressing interest in key moments such as sporting events, calendar events like Valentine’s Day or Easter, or environmental factors such as the weather, time of day and location.
Russell Smither, Insight Director at Posterscope, said: “Clients and agencies spend a significant amount of time, energy and money understanding target audiences, creating segmentations and then recreating these in media planning surveys such as TGI, OCS and Touchpoints to generate media and OOH insights.  By fusing our own OOH Consumer Survey (OCS) with Route we have streamlined the OOH planning process which will significantly increase the reach and effectiveness of campaigns, amongst the audiences that clients most want to reach.”
This more personalised approach to planning will lead to more accurate and efficient OOH campaigns and mean advertisers are reaching more of the people they most want to talk to.  For example, a rail digital six sheet campaign planned around “moments that matter” using the new OCS Route Fusion audience of “Men 25-64 who look forward to the Easter break” would deliver 40% more GRPs than the more traditional buying audience of Men 25-64.  Similarly, using an OCS Route Fusion audience of “Men 25-64 who get excited around major sporting events”, a rail digital six sheet campaign would deliver 21% more GRPs than the more traditional buying audience of Men 25-64.
About Route
Route (OOH Industry Currency) launched in 2013. The most advanced OOH industry currency in the world where 28,000 GB respondents’ movements are tracked over a nine-day period with sophisticated GPS meters. Route facilitates planning and buying across nearly all OOH environments for classic and DOOH based on key target audiences created using information derived from the Route respondent questionnaire
About OCS
Out of Home Consumer Survey (OCS) is Posterscope’s market leading survey in both the UK and across around 30 international markets. OCS generates in depth understanding on OOH communications by identifying consumer’s attitudes, perceptions and thoughts on different OOH formats, environments and dynamic content opportunities. OCS also identifies consumers’ attitudes towards seasonal events, an understanding of the consumer journey on over 20 product categories with usage and affinity towards 250 brands.

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

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

Can Media Campaigns Perform 13% Better?

Often I wake up thinking, ‘wouldn’t it be great if my integrated campaigns could perform 13% better!’
If you are often asking yourself the same question, Carat Insight’s ICE (Integrated Communications Evaluation) study has the answers.
ICE is an award-winning methodology designed to understand the impact of individual campaigns and activations. ICE provides marketers with the understanding of what different media channels contribute to integrated campaigns. The research also takes into account all touchpoints a consumer has with a brand and identifies other influences such as brand experiences and competitor activity.
Here at Posterscope, we’re always trying to improve our understanding of how out-of-home (OOH) contributes to campaigns, and how it impacts and influences people. This is because the more we understand how people view, react to and identify with OOH campaigns, the better we know where to deliver ads they’re going to love, so that we can drive a real benefit for our clients.
Posterscope commissioned Carat Insight to conduct a database analysis of all individual ICE studies ever run to generate universal insights about OOH’s role within integrated campaigns. This was a five-year study that analysed 50 individual integrated media campaigns across this time period. The study tested more than 1,500 different creative executions, and surveyed a substantial sample group of more than 20,000 respondents to find out how these ads drive purchase intent. The campaigns were real life executions for clients including Phillips, British Gas, Lurpak and Kellogg’s.
The study told us a great deal about where OOH sits in the wider media mix, and how it influences and is influenced by other media channels, but the big reveals were all about the effect it has on people.
In particular, the study showed that campaigns with OOH perform 13 per cent better than those without. A great finding for OOH, this insight illustrating OOH’s impact on purchase intent, measured the extent to which someone is moved to make a purchase after seeing an ad.
Now an argument could easily be made that the kind of campaigns that use OOH are usually allocated a larger budget and therefore are in a better position to improve media performance. However, the ICE study takes this into account, removing the media budget bias by bringing campaigns that feature OOH and those without to the same starting point.
We also learnt a great deal about what drives purchase intent. OOH was found to have a major influence on interpersonal relations – which is the emotional connection people feel with a brand on a personal level. When looking across the media mix, OOH was found to proportionately impact interpersonal relations more than any other media channel at 45 per cent.
Across the five year period, this emotional connection people feel for brands was found to be the most important driver of purchase intent, accounting for an average of 44 per cent. We also found that its importance is growing, it improved by 14 per cent over 4 years.
The two emotional connections that the ICE study found OOH impacted the most was trust and relevance. As a broadcast medium, with large stature sites that are viewed in the public space, it makes sense that OOH instils trust. Relevance to consumers comes from the way OOH is planned to maximise its ability to reach consumers in the right place, time and mind-set.
 
OOH’s advantages extend beyond delivering trust and relevance. ICE rated the impact of creative on all media formats and OOH was found to have 3 out of top 10 most impactful creatives. 2 of these were on broadcast, large format OOH sites, relating to the findings on trust above,  whilst one was a very small advert in a doctors surgery, illustrating that if OOH is contextually planned, it also delivers effective relevance.
These insights will enable us to further improve the service we provide for our clients and is great news for the wider industry.
Harriet Swinburn – Posterscope

Outperform, a Major New OOH study, Has Been Release by Outsmart

A new study released today from Outsmart, the marketing body for Out of Home (OOH), reveals that OOH activity drives +17% uplift in smartphone brand actions.
‘OutPerform’ is its first major study since opening doors in September 2015. Outsmart joined forces with leading market researchers, Ipsos and OOH industry measurement body, Route, to explore how the medium performs in today’s connected world, especially with the proliferation of the smartphone. The groundbreaking study, believed to be the biggest of its kind, investigated how public journeys can become personal stories among 16-44 year olds in the UK.
The results also show that the uplift in smartphone brand action increases to 38% among the top 20 best performing campaigns within the study and even higher for Millennial and Gen Z audiences.
Results demonstrate that OOH converts brand advertising into brand behaviour, revealing 66% of smartphone actions are direct to brand, such as a search query or website visit.
Furthermore, 57% of respondents that took action were new or lapsed customers, highlighting the power of OOH for brands seeking growth by reaching a wider group of consumers beyond the core buyer.
The very latest passive measurement and geo-location techniques were used to ensure natural consumer behaviour was captured.  Combining this with the power of data-driven broadcast OOH means the real relationship between OOH and smartphones is unlocked. The study was the biggest of its kind – producing a huge volume of data from over 60,000 sites and more than 1300 hours of OOH dwell time, 16,000 brand actions and over 150 hours of time with brands.
Alan Brydon, CEO, Outsmart, commented “Our study reveals a clear message; having OOH on your media plan will increase interaction with your brand via a smartphone. We already know that OOH builds brands and delivers long term effectiveness. With our ‘OutPerform’ results we’ve shown that OOH is a gateway to personal time with brands, simultaneously driving brand interaction in the short term and all advertisers and agencies should want to learn more.”
Tim Lumb, Insight and Effectiveness Director, Outsmart, commented “In an age of snapping, searching, sharing and shopping, OOH and smartphones, now more than ever, have proven to be a very powerful combination for brands to make connections with people.”
Via: Outsmart 

DOOH will be the Fastest Growing Media Channel

Inspiring. Exciting. Versatile. Just three the emotions adland associates with digital Out of Home which is predicted to grow faster than mobile and video on demand over the next five years.
Two hundred and four executives drawn from both media agencies and the outdoor specialists sector responded to a study commissioned by premium digital out of home media owner Ocean to gauge the role, prospects and challenges for digital out of home in the current media landscape.
Key findings of the study:

  • DOOH is consider the Number 1 medium and is predicted to have the biggest growth in the next 5 years
  • DOOH is perceived as a tech-driven medium, closely aligned with online and mobile. It’s also described as the most innovative, creative and flexible medium in the market.
  • Executives differentiate DOOH from its competitors as being more sophisticated, exciting and inspiring

A substantial 86.3% study respondents identified digital Out of Home as having the biggest growth potential over the next five years, putting the medium ahead of mobile (67.2%), video on demand (60.8%) and every other media channel.
Digital Out of Home also scored higher than any other media channel for offering dynamic (83%), exciting (69%) modern (82%) and versatile (67%) advertising environments.
“The emotional index in our study shows how far DOOH has moved from the being a standard, passive medium to a channel which is modern, exciting and sophisticated, driving mobile and online,” said Ocean marketing group director Richard Malton.
“This shift in positioning is driven by technology like audience recognition, wifi and broadcast capability, which allows us to introduce even better targeting, interactions, creativity and results. The introduction of new trading models is also driving flexibility and value as never before.”
The study allows Ocean to create three specific media clusters;

  • Potential – DOOH, mobile, online, video on demand
  • Classic – radio, press and static out of home
  • Influential – TV, magazines and cinema

Cost and flexibility were two issues highlighted by survey respondents as issues to be addressed.
“DOOH needs to educate and prove to the industry it is audience, content and cost driven, “ said Richard Malton. “Automated planning and trading environments like Signature’s The Loop is a significant step towards achieving the necessary transparency and flexibility.”
Via: Outsmart 

Campaigns Featuring Out of Home Activity See 13% Higher Purchase Intent

Out of home (OOH) work’s inclusion in marketing campaigns has been found to considerably bolster the public’s purchase intent, according to a five year study from Posterscope and Dentsu Aegis Network.
Analysing over 50 individual client campaigns, testing more than 1,500 creative executions and surveying over 20,000 respondents, the Integrated Communications Evaluation (ICE) study found that campaigns with OOH boosted purchase intent by 13 per cent when compared with those that did not feature it.
Furthermore, it was found to be one of the leading drivers of interpersonal relations, the emotional connection people feel with a brand, which drove almost half of all purchase intent (44 per cent).
Interpersonal relationships also seemingly looked to power purchase intent increasingly, accounting for 36 per cent in 2011/12 to 50 per cent in 2013 to 2014.
OOH was also found to carry a higher effect on interpersonal relations than any other medium, sitting at 45 per cent.
 

 
 
Glen Wilson, managing director of Posterscope, said: “ICE is something we have used for a number of years to evaluate campaigns and to better understand the individual drivers behind campaign success. Over time it has developed into an extremely sophisticated system we can use to better understand how OOH contributes to campaigns and how it can impact and influence consumers.
“We have always known that OOH is an incredibly powerful part of the marketing mix and a significant part of any successful campaign and the positive impact it can have in amplifying the overall media effect on purchase intent.”
Interpersonal relations are measured by combining metrics including trust, relevance, customer service, expertise, convenience and caring.

JCDecaux's MyCONNECTIONS has Launched!

JCDecaux have just launched their brand new ‘MyCONNECTIONS’ to enhance their insight and data offering.
MyCONNECTIONS consists of three new portals including our brand new ‘MyLondon’ community. It collectively reaches a total audience of almost 10,000 people across the UK!
MyLondon is a 5000-strong panel alone, and has been created following our recent TfL bus shelter contract win, enabling us to connect clients to the distinct urban audience. The new panel is run by ResearchBods and allows clients to ask opted-in respondents questions via a website or the dedicated app and receive feedback within hours.
Additionally, MyLondon runs surveys, polls and diaries across the year. The panel covers both the central 33 boroughs as well as ‘Greater Greater London’ which covers people who visit London to either work or shop but don’t necessarily live within the traditional boundaries.
The other two panels consist of MyShop (formerly known as Connected Consumer), and MyCommute (formerly known as Connected Commuter).
The communities for each of the three panels have been built to feel like a social network platform. The brand new features on offer make them incredibly user-friendly and attractive to the individual range of audience sets.
There are also some fantastic prizes and incentives on offer that have been tailored to each individual panel to make sure that they have captured the best quality content from a happy community.
Please get in touch with JCDecaux at MyConnections@JCDecaux.co.uk to put forward a question for a poll or quick survey, to feed into the monthly surveys or just for a chat with one of our friendly community brand ambassadors to discuss opportunities for bespoke research.
Follow on twitter at for a sneak peek at the latest stats.
Via: JCDecuax 
 

Exterion Media Offers Brands Deep Insight on Underground Users

Exterion Media, which runs all London Underground advertising, is launching a new insight tool which will tap into data on 25 million O2 customers, to generate actionable demographic and behavioural detail about Tube users.
Dubbed Abi – which is short for Audience Behavioural Insight – the tool draws on anonymous aggregated data, and is the first product borne from the partnership between Exterion and O2 owner Telefónica UK.
It claims to offer brands and advertisers the ability to better understand and target consumers.
Exterion head of data and technology Mick Ridley said: “The power of actionable data is now available to brands like never before. Understanding the actual, persistent – and not claimed – behaviours of groups of consumers over time with a tool like Abi allows for more effective decision-making.
“The level of insight to be gained from analysing behavioural data just does not exist in the highly modelled, static data that has up until now been applied to dynamic environments like the London Underground. We’re in a very transformative, but hugely exciting time in out-of-home.”
Ridley claimed that in addition to helping marketers to better use digital screens to target audiences with relevant and well-timed messages, the tool will also help planners to understand how to deliver to audiences in outer zone stations in a smart, context-relevant way.
Abi identifies the millions of journeys made on the Underground every day and overlays on these journeys location and behavioural data from the O2 customer base. The dashboard allows brands to plan campaigns around the crowd behaviours of aggregated groups from three core sources: mobile activity from devices within the network; anonymised CRM data from the O2 network, and behaviour collected via app usage and web browsing
The tool protects customers’ information and data by anonymising and aggregating all information – users only ever see crowds, and never the identification of an individual.
“It was important to us to create a flexible solution that allowed for the manipulation of data to not only deliver on clients’ needs, but demonstrate our effectiveness against other media channels,” Ridley added. “Diving into the tool, users can quickly see that it goes far beyond simple audience targeting and delivers real insights about behaviours and sites.”

Could click and Collect Save the High Street? By Russell Smither, Insight Director, Posterscope

Click and collect truly entered the mainstream in 2014 providing opportunities for retailers, customers and arguably OOH advertising.
Deloitte reported that click and collect had more than doubled in the UK between 2012 and 2014 with total revenues of £5.6bn and 140 million orders last year. And as we enter the Q4 Christmas period, when retail sales peak both online and in store, click and collect is even more significant. John Lewis is a great demonstration of this – in 2014 online shopping accounted for 36% of all John Lewis Christmas sales, but of this an astounding 56% of online shoppers collected their purchases in store.
Similarly, You Gov research amongst almost 2,500 consumers on 29th/30th December 2014 also found that 39% of consumers had used click and collect for Christmas shopping with 53% stating convenience as the driving factor. So clearly click and collect is a growing trend. The table below summarises the main benefits for both consumers and retailers driving its ever increasing popularity.

CONSUMERS RETAILERS
Collect at convenient time and place               e.g. In store or transport hubs like Doddle Home delivery at capacity
No delivery concerns Reduce delivery costs
Avoid shipping / delivery costs Drive in store footfall
Same day delivery Drive incremental spend
Face to face interaction in store Reignite physical store relationship
Easier Returns
Facilitates impulse / forgotten purchases in store

 
So you may ask why Posterscope believe click and collect provides such a great opportunity for OOH advertising?
CLICK AND COLLECTORS HAVE A STRONG AFFINITY WITH OOH
Firstly, the target audience benefitting most from click and collect are young, urban and mobile. Home delivery is not convenient for consumers with busy lives who by definition spend most of their time out of home. A 2014 report stated that almost half of 18-34 year olds experienced problems shopping online at Christmas 2014 largely due to missed or late delivery, which is double the figure for all adults. Click and collect is the ideal solution.
Posterscope’s own proprietary survey OCS (Out of Home consumer survey) which interviews over 5,500 consumers also identifies that consumers who use click & collect have a very strong relationship with OOH advertising. “Click & collectors” are 18% more likely than average to be heavy OOH consumers and 20% more likely to notice OOH adverts. They also have very positive attitudes towards Digital OOH, in particular relevant messaging such as a countdown clock to an event e.g. Christmas (Index 125), providing many tactical opportunities.
Click and collectors not only notice OOH advertising but respond to it. 4 in 10 have responded to an OOH advert in the last week (Index 136) with the most common actions being going online (28%, Index 167) and purchasing in store (11%, Index 142) – both linked to click and collect.
7 in 10 (72%) of click and collectors also search on their mobile devices when out of the home (Index 145) with over half (51%) researching products and services (Index 167).
OOH ADVERTISING DUAL ROLE IN CLICK AND COLLECT
Secondly, you could argue that OOH advertising has an important dual virtual and physical role regarding click and collect.
Virtually, OOH advertising’s initial role is to drive consumers online across multiple devices to research products and reserve them. But with the rise of click and collect, consumers are now making extra trips to physical stores to collect their reserved products. OOH advertising can therefore provide further inspiration and drive consumers onto their smartphones to research products, compare prices or find store locations during these extra trips to the high street or shopping malls. Deloitte research in 2014 demonstrated that 17% of all in store purchases are influenced by consumers using smartphones within the shopping journey and OOH advertising can therefore help drive this “Mobile Influence Factor.”
Physically, OOH advertising is well known for its use as a driver of store footfall, but as consumers are making extra trips to stores to collect their reserved purchases, OOH can again provide inspiration as a proximity medium acting as the last window of influence.
CLICK AND COLLECT – THE REDEEMER OF THE HIGH STREET
In fact, you could go as far as to say that click and collect could be the redeemer of the high street. Online has traditionally been a competitor to the high street, particularly at Christmas when gifting is prevalent. Yet click on collect counteracts that trend driving in store footfall and incremental spend. To put a figure on this, research from ebay and conlumino found that British shoppers make an average of 3 extra high street trips in the festive season in order to collect goods purchased online. On each individual trip, consumers spend an extra £27 on impulse, which equates to an additional £1.15bn spend nationally.
So Out of Home with its young, urban, mobile audience and dual virtual / physical retail role could be argued as the ideal medium to make the most of the growing click and collect trend which could define the retail landscape for many years to come.
Sources: IMRG UK Click and Collect Review 2015, IeBay / Conlumino Research, Telegraph, The Drum, Deloitte

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