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Posterscope Netherlands launch festival billboard and mobile network to reach millions at events

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Posterscope Netherlands has developed a special Out of Home network which can be used to reach millions of festival event visitors online and offline.
25 billboard signs at high traffic event locations will reach 4,000,000 event visitors at the Netherlands’ 5 biggest events (Vierdaagsefeesten Nijmegen, Glow Lichtfestival Eindhoven, Amsterdam Light Festival, Amsterdam Gay Pride  and Uitmarkt Amsterdam)

The network will also include mobile geo-targeting based point of interest, location and time, and offer the possibility to copy Out of Home content to relevant mobile advertisements based on the weather, time, environment, social data or other festival triggers.

 

Mobile meets OOH is the sweet spot for location-based marketing

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Location-based marketing combines the best of online and offline, of narrowcast and broadcast, of the real world and the virtual world.

The use of location in targeting marketing communication is not a new phenomenon but, fuelled by the explosion of mobile devices and the data trails they leave, it has become a significantly more effective tool in recent years.

As a result, it has been forecast that as much as 43% of all adspend will be location targeted by 2019.

But understanding where an audience is and serving marketing messages relevant to that specific place only represents one facet of what a location-based strategy can provide to marketers.

In my view, there are two other components that are arguably more significant in terms of their potential to transform marketing effectiveness.

The first is the cross-over between the digital world and the physical world.
As access to the online world becomes increasingly dominated by mobile devices, location-based marketing provides a meeting of online and offline, of narrowcast and broadcast, of the real world and the virtual world.

Working together, mobile marketing and out-of-home provide powerful synergies.

Our research shows that mobile click-through rates increase by up to 15% when supported by OOH, and a major piece of industry research conducted last year demonstrated that better performing OOH campaigns create a 38% uplift in short-term brand action taken via mobiles, with 66% of all actions being direct to the brand itself.

The second is the ability to go beyond simply knowing where your audience is at a particular time to understanding where they have come from, where they are going and, crucially, what they are thinking, feeling and doing in that location.

This depth of context is gold dust in terms of ensuring that marketing has the highest possible relevance and timeliness, and it’s this deeper level of insight that perhaps explains why 75% of marketers consider location-based marketing a vital part of their future marketing strategy.

The traditional criteria of targeting the right people in the right medium is complemented by the right place, the right moment and the right state of mind.

Location-based marketing is most immediately associated with mobile marketing but the location-specific search, browsing, social media and app usage data derived from mobile devices can also revolutionise all other, location-based media channels and disciplines.

Probably the most significant of these is OOH. The rich and complex data now available means that OOH planning can be done to a level of sophistication only dreamt about a few years ago, and data-led, dynamic ad-serving technology like our own Liveposter platform can optimise digital OOH content in real time.

In a recent campaign for Microsoft, we saw a 62% increase in ad recall in the areas when location-specific, mobile behavioural data was used to optimise the content and uplifts of over 50% are regularly attainable.

But this opportunity for marketers isn’t in any way seen as intrusive or unwelcome by consumers. Quite the opposite. In a major survey conducted by Dentsu Aegis, the parent company of Posterscope, across nine countries, 80% of respondents chose ‘relevance to location’ as their top pick in terms of the content they wanted to see on digital OOH screens.

It’s clear to see that location-based marketing is evolving at pace. Bruce Rogers, chief insight officer at Forbes Media recently described it as “marketing’s vital frontier”.

The scope and power of deeper data insights will help brands win when it comes to location-based marketing.

Stephen Whyte is chief executive of Posterscope

Engagement uplift for Stena Line by adding a programmatic mobile campaign to Out of Home

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In cooperation with Isobar and Amnet Posterscope Netherlands created an Out of Home awareness campaign combined with an online mobile 360° ad for ferry company Stena Line. Combining Out of Home with a location-driven mobile campaign and a mobile audience creates an uplift with more impact and engagement. By using a programmatic strategy, the best of both mediatypes is optimally utilized to reach the target group on the biggest and the smallest advertising screen at the same time.
From Goal to Strategy
With their core business on the holiday market, visibility just before the high season with a focus on branding and awareness were the main campaign goals. To translate this into a strategy Stena Line wanted to be visible from the end of May until July because during this period most potential clients get inspired and book their holidays. Until the end of July, the campaign will be exposed on digital highway billboards, big screens at subway/train stations and on mobile with a 360° ad.
Cross channel boosting effect
For this campaign Out of home was the perfect medium to create awareness and generate exposure. The use of digital screens totally suited the campaign goals of Stena Line. To add an extra campaign layer, the programmatic trading desk Amnet purchased a mobile campaign based on geofencing (proximity) and a pre-defined audience. Therefore, they used gps-locations with a focus around train stations. The digital Out of Home screens were exposed on working days and during the weekends between 16:00 and 19:00. Whenever passersby were near a train station they both got to see the ad on the Out of Home screen and on their smartphone. To give this ad an extra brand experience Isobar created a rich media ad with the use 360°.
From insights to effectiveness
By using a mobile strategy and data it’s possible to provide insights on the effectiveness of the Out of Home campaign. It gives us the opportunity to define the number of clicks and the engagement by location. Overall the combination of Out of Home and Mobile enchances target group insights based on POI’s. We can also retrace passersby who interacted with the Out of Home object, which gives us the possibility to optimize the next campaign. This proofs that Out of Home and Mobile are the ingredients for a success formula and for creating a campaign uplift.
  
Credits
 Client:                                    Stena Line, Mariel Korpel, Stefan van Beek
Out of Home specialist:      Posterscope, Bas van den Hoogen, Roos Groesz
Experience design:              Isobar, Melvin van Gom
Programmatic:                     Amnet, Frank Meiland, Guido van Oosten
Media owners:                     CS Digital Media, Interbest, Ngage Media, OOHA media

Brand's "Less for Less" Campaign Theme Means Budget For Just One Billboard

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If your central advertising message is about saving people money, it can’t hurt to demonstrate cost-cutting measures around the ads themselves. That was Cossette’s amusing approach in a new campaign for Public Mobile, the Canadian prepaid wireless brand.
“We do wireless differently—no stores, no call centers, no overages, simple and straightforward plans, and loyalty rewards to earn even more savings,” says David MacLean, head of Public Mobile.
The conceit was adapted across various media, starting with OOH with just a single billboard in downtown Toronto. “This is our only billboard. We need it to say a lot,” the headline reads, followed by long copy explaining Public Mobile’s benefits.
The campaign theme is, “Less for Less” and the billboard was supported by public transport ads and billposters.

 

The brand also trimmed its budget for commercials and decided to run only the audition tapes of actors acting out scenes from the scripted ads, from paragliding to rock climbing. The actors weren’t in on the gag—they really thought they were auditioning for bigger-budget spots. You can watch the audition spots below.
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Via: Ad Week 
 

Posterscope Netherlands host round table debate @ Digital Marketing Live 2017

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Posterscope Netherlands host round table debate @ Digital Marketing Live 2017
On Thursday the first of June the sixth edition of Digital Marketing Live event took place. Dentsu Aegis Network Netherlands participated as content partner and organized two presentations and four round tables.
Together with Isobar colleague Melvin van Gom, Bas van den Hoogen, managing director Posterscope Netherlands hosted a roundtable in which they claimed that we as marketing and media professionals are closer to the consumer than we think. They showed how data gives us a range of insights that we can use to map the target audience’s customer journey. By telling a fictional story about a day in the life of a customer Bas and Melvin explained how OOH and mobile can enhance each other.
By giving participants a look in a day of a customer with multiple touchpoints they showed that we can follow and interact with the consumer everywhere. The story starts with a daily morning routine of a fictional person, followed by how he travels to work every day and ends with multiple possible scenario’s after a day of work. During the story the participants were asked their opinion about audience insights and interaction options. After every claim Bas and Melvin explained how OOH in combination with mobile advertising can be used effectively. Overall this round table focused on the desired effect that marketing and media professionals are getting aware of the fact that the OOH/mobile media mix creates an engagement uplift for their campaigns.

 

Celebrate the launch of ZTE's Blade V7 with a unicorn-drawn carriage.

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Reality is boring, which might be why Three has embraced sheer fantasy, offering its customers the chance to ride in white and rainbow coloured horse (or should that be unicorn?) drawn carriages, or ‘Unicabs’ as Three calls them.
The Unicabs seat up to four people and was available in busy parts of London  for several days over October.
Monument saw them on October 26th, Southwark on October 27th, and Canary Wharf on October 28th, with the cabs operating from 7am – 11am each day.
The ‘cabs’ could be flagged down or participants could book the magical ride by tweeting Three. The event celebrated the launch of the ZTE Blade V7, which is available exclusively on Three, and aims to highlight the idea that the two companies are making magic.
Passengers will be able to try out the ZTE Blade V7 in the cabs, and can share their snaps and thoughts with #MagicTogether.
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Via: 3g.co.uk

O2 Dominate Waterloo station for Launch of iPhone 7

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O2 have completely taken over the Waterloo Immersion Zone Domination as part of their Smartphone Launch campaign for the new iPhone 7. The campaign, running from 12th – 25th September is certainly unmissable to commuters passing through Waterloo every day as it advertises their Yearly Upgrade Programme – whereby their customers can upgrade after 12 months without any extra cost. The campaign is part of the wider Smartphone Launch activity as it runs during the time as the iPhone 7 launch, giving consumers even more incentive to grab the new handset now.
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O2 Campaign Demonstrates Strength of the Network to Audiences

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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.

Oreo Uses Dynamic Link Up Between DOOH and Snapchat

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On Friday 13, Saturday 14 and Sunday 15th May, an ordinary shopping location at Westfield Stratford City was transformed, as shoppers were encouraged to embrace their inner child and Open Up to the world around them by a unique display of flying Oreo cookies.
Using cutting edge motion sensor drone technology, a live camera feed and sound effects, the Oreo cookies emerged from their giant packet and performed a unique choreographed routine every 15 minutes to passing shoppers.
Snapchat users were also encouraged to ‘Open-up to wonder’ by using a Snapchat Lens to immerse themselves in the world of the flying Oreo. On Saturday participants were invited to send in their snaps for a chance to be featured on the iconic digital outdoor screens at Piccadilly Circus. The screens were updated throughout the day to feature as many members of the public as possible. The dynamic link-up between the prime London digital outdoor space and Snapchat was a media first.
The experience at Westfield, in alignment with the Snapchat Lens, was designed to support the latest on pack promotion from Oreo, which asks consumers to simply open up a packet of cookies to discover if they are one of the lucky winners to win a wonderfilled trip to New York, and other prizes. Consumers have until 31 May to pick up a pack for their chance to win.

Credits:

Additional Credits: Media Agency: Carat
OOH: Posterscope, Liveposter
Consumer PR: Hill & Knowlton

Via: The Drum

Mobile World Congress: What the Advertising Industry Learned reports The Guardian

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As the sun sets on the Barcelona event for another year, what do the announcements and innovations mean for the ad industry?
More than 100,000 delegates from 204 countries attended Mobile World Congress (MWC) in Barcelona, while 2,200 companies exhibited their wares.
So what were the important announcements from MWC 2016? In the lead up to the event, virtual reality (VR) was expected to make a splash, while many were hoping for insight on hot topics such as adblocking, internet of things and data security. We spoke to four MWC delegates, including Nick Halas, Head of Futures at Posterscope, on what they thought of the event and what the innovations might mean for the future of the advertising industry.
Nick Halas, head of futures at Posterscope
In spite of the plethora of new mobile device releases and mass media frenzy over VR, in fact the evolution of IoT [internet of things] was the trend at this year’s MWC that may hold the most for out-of-home (OOH) advertisers. The mass market is gearing up for connected cars, like Huawei and Audi’s new partnerships, wearables and home security. It’s essentially becoming every connected device you can think of – including those that are innovative but in my opinion somewhat creepy, like the Sony Xperia Ear.
There’s a tidal wave of change that IoT is bringing with it, and it’s promising to be transformational for everyone involved in the OOH ecosystem, particularly for the digital out-of-home sector. We’ll be seeing greater collaboration with digital and mobile campaigns, both as an extension network and as a platform for the delivery of dynamic personalised messaging.
Additionally, it will enable advertisers to better interact and engage with consumers via beacons, image recognition or device pairing. This will extend into CRM and payments, such as Visa’s expansion of its Visa Ready program, and even possibly directly with vehicular movement as both connected cells – the car and the poster site – will be able to communicate with each other.
To read the full article in the Guardian  click here
Photograph: Albert Gea/Reuters

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