Posts

Posterscope China use infrared sensors and touch screen technology to entice consumers to interact and exercise

Posterscope China helped adidas develop a campaign that tied into the hot summer days in the city. Infra red sensors and touch screen technology were used to create Climacool bus shelters which when activated enabled consumers to interact with adidas spokesperson Peng Yu Yan.

Shshelters in Shanghai iapm Square, Lion Plaza, Raffles and Nanjing West Road, people participate in the interactive presentation of this outdoor show: when people open the door, the device receives the induction signal and triggers and opens the screen , then adidas spokesperson Peng Yu Yan appears with a “call to exercise message”. The picture is very realistic attracting pedestrians attention to stop and watch.
Picture 2
Read more

Theodore Buscemi, from Posterscope Australia, explains why marketers shouldn’t look past OOH to control how their brand appears in market.

In this guest piece for B&T magazine, Posterscope Australia business executive Theodore Buscemi explains why marketers shouldn’t look past the out-of-home media channel to control how their brand appears in market.
The ad industry never fails to breed controversy. Like a hot summer sun and dry dead grass, it is just a spark away from a full-blown firestorm. Digital is stealing all the attention these days – everything from fat-fingers and ad fraud to flawed metrics and evil algorithms. Not to mention the proliferation of fake news, which has garnered widespread attention since the 2016 US presidential election cycle.  Meanwhile, giants like Facebook and Google suffered as a result of the recent online video debacles. These issues went beyond financial implications of misspent marketing dollars – brand image itself was the real victim. And when a brand entrusts Google with a portion of its marketing spend, it is Google’s responsibility to protect the brand image of the client.
Why is it so important for brands to consider where and how they are represented in market?
Read on

Visa adds first hotel wifi sponsorship to OOH campaign targeting Chinese tourists

PSI, Posterscope’s international division, has signed its first hotel wifi sponsorship deal, for Visa China, as part of a wider out-of-home (OOH) campaign promoting its China Merchants Bank card to Chinese tourists as they arrive, travel to and stay in London.
The sponsorship, delivered in partnership with Luxia Global and Starcom UK, incorporates sponsorship of guest wifi services in 68 four and five star hotels across London throughout July. Users will be identified through browser language, served messaging in Chinese, and later retargeted with digital ads on relevant tourist and shopping websites.
RoccoForte Brown's Hotel Smartphone
The sponsorship completes a campaign appearing along the Heathrow to London “travel corridor” featuring digital OOH sites throughout Heathrow’s T5 terminal, lamppost banners across Central London and in shopping hotspots, plus a wrap of a Central London tourist bus.
James McEwan, deputy MD, at PSI said: “We are delighted to have been able to secure this sponsorship opportunity and add a targeted element to Visa’s wider campaign for its China Merchant Bank card. By supporting the provision of wifi in key hotels frequented by Chinese visitors to London, we are able to put the brand directly into the hands of the target audience at a time when they are relaxing and open to receiving brand messages.”
A spokesperson for Starcom UK, added: “The sponsorship of guest wifi is an exciting addition to our campaign for the China Merchant Bank card. The ability to reach these travellers in their own language as they arrive in London, and be associated with such a highly valued service as guest wifi is a great manifestation of Visa’s brand desire to be ‘everywhere you want to be’.”

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

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

Posterscope Netherlands help deliver the ultimate relaxation for passengers in hammam bus shelter

To escape from the busy city life skin care brand Rituals, Posterscope Netherlands, Vizeum and JCDecaux facilitate a bus shelter spa for public transport passengers. In the city centre of Amsterdam passersby were given the opportunity to relax in a hammam spa setting.
Decorated with candle light, copper benches and a traditional mosaic wall Rituals takes passengers to the world of the middle eastern bath house to feel the ultimate relaxing hammam experience. With the hammam bus shelter Rituals wanted to promote the new products of the special Hammam line. This product line is inspired by the ancient tradition of eastern Hammam spa’s, with a focus on creating a home wellness experience and escaping the busy daily life.

Programmatic OOH's strength lies in content, canvas and context- by Glen Wilson

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.
Via: MediaTel
 

Posterscope rolls out high decibel campaign to promote OPPO camera phone F3 Plus

To stay ahead of the growth curve, a smartphone brand has not only to unveil new technologies and software updates but also keep the TG updated of the same. OPPO having launched its new ERA Selfie Expert phone F3 Plus with a high quality camera skills rolled out an extensive OOH campaign to showcase the new offering to the youth in particular across SEC A+, A & B.

In the Gujarat markets, Posterscope India handled the outdoor mandate for the brand, using its proprietary planning dashboard OOHZONE that delivers audience optimisation through a TG mapping module. The module showcases TG touchpoints from the rich research data of OCS (India’s largest OOH Consumer Survey with a sample size 12,000+), creates a heat map visualisation, overlays these locations with live traffic intelligence and selects sites based on those data points.
Read more …

'Reality Cheque' at the end of the night delivers drink driving message

Reality Cheque shows exactly how much it will cost if you decide to drive home after a few drinks—by placing the costs on an itemised receipt. This road safety message is delivered at the end of a night out, which is the exact moment when people often make a very costly decision to drive themselves home.
Unique point-of-sale software calculated the cost of dinner and drinks, plus the exact dollar amount if caught drink driving, creating a bespoke receipt that was unique to every patron.
[youtube width=”300px” height=”200px”]hJcUHRI-WDA[/youtube]
Via: Ads of the World

The warmest ad in the world

Cheil Worldwide has created an advertisement for Uniqlo that not only promotes its heat-generating thermal wear, HEATTECH, but actually keeps people warm.
Last winter, Cheil launched HEAT TECH WINDOW campaign to offer real warmth to consumers in severely cold weather. HEAT TECH WINDOW uses bubble wrap, commonly used for packaging fragile items. Its layer of air-filled hemispheres blocks the heat conduction between indoor and outdoor, thus raising the room temperature. Just by attaching the HEAT TECH WINDOW to the window, the temperature of the room rises by 2-3°C (3.6-5.4°F). This saves an average of 20% on heating costs.
With the HEATTECH printed on each, and the size to fit regular window sizes in Korea, 500,000 HEAT TECH WINDOWs were handed out to consumers for free via all 189 Uniqlo stores in Korea with each purchase of a HEATTECH product.
[youtube width=”300px” height=”200px”]XMjxwiPXR1w[/youtube]
Via: Best Ads on TV
 
 

Japanese furniture store use street activation and OOH to highlight plight of the homeless

The number of homeless people in Japan is increasing year on year. Furthermore, support is always hard to come by, as homelessness is seen as a personal failure.
To raise awareness and donations to this ongoing crisis, Ogilvy & Mather Tokyo created for Megamax, Japan’s leading bed and furniture mega store, and Moyai, the Japanese Association for the Homeless, the Homeless Beds Collection.
Japanese artists used materials such as rough asphalt mud, dirty cement and stinky sewer lids with rats, the beds mimic the streets of Tokyo in detail, and the horrible conditions where thousands sleep in every night.
The beds were supported by an integrated campaign and displayed at Megamax’s flagship store, supported by a micro-site, OOH posters and a street activation where the public could get more information and personal stories about rough sleepers.
[vimeo width=”300px” height=”200px”]165816305[/vimeo]
Via: Guerrila Blog