This is the new “Minority Report”
This is the new “Minority Report”
By Dominique Fyson, Strategic Account Director
As part of the Digital Academy series, last week Posterscope hosted a Mobile and Location session, the final in a 4-part mobile series led by Fetch.
The aim of the session was to demonstrate how Posterscope are using mobile in the OOH industry and Strategic Account Directors Dominique Fyson and Brad Gilbert covered 4 key areas:
Planning OOH using mobile data:
Thanks to smart phones, we now have access to large data sources that allow us to break away from traditional audience demographics, and enable us to plan based on behaviours and interests. To achieve this we have created a number of partnerships in order to access a variety of mobile data. Firstly our exclusive partnership with EE gives us access to telco data. Secondly our partnership with tech start-up Locomizer gives us access to both social and mobile GPS data.
Alongside planning OOH more efficiently, we are now using mobile data to build out our location expertise, beyond planning posters and digital screens. So we are using this granular mobile data to truly understand different audiences, where they are, what they are doing and where they are going. We know that location analysis is becoming increasingly important to all of our clients, so we are constantly building and evolving this offering, and offering insights and services that go beyond the media plan.
Mobile Media and OOH:
Planning OOH alongside mobile isn’t just about using data. As we know that 99% of smartphone owners will use their device while OOH in a given week, it gives us the opportunity to create synergies between the two channels, and to really support the brand messaging. Working with Fetch we can now activate these two mediums side by side.
Building Mobile Engagement:
Lastly we looked at how we can use mobile tech to create engagement in the OOH space. We are constantly looking for new solutions to link these two channels, and to close the loop between knowing someone saw an OOH ad, and then completed a particular action. The mobile experience is obviously really important as we all have to deal with low-time, low-attention consumers. Therefore we are really interested in tech that has the potential to be easily adopted in the market, and is easy for consumers to understand. We then ran through some examples such as Beacons, linking OOH and social media apps like Snapchat and Instagram, physical payments through contactless technology, amplification of live events and dynamic OOH capabilities.
Finally the session concluded with a short presentation from our mobile partner Meshh, who have created a way of connecting any mobile device to any billboard within seconds, allowing for the immediate transfer or download of relevant digital content. The technology does not require an app and works without the need for any data or internet connection. They are a fascinating company, and we are hoping to work closely with them across 2017.
Instagram sticky note artist, book illustrator and social truth giver Chaz Hutton has taken his un-cannily spot-on sketches out-of-home.
Chaz’s Instagram account @instachaaz shares post it note sized tru-isms and he has just launched a collection in his book ‘A Sticky Note Guide to Life.’
To celebrate the launch he has used topical and relevant OOH to launch the book.
The content at Strouts Place explains how to draw a stick figure, one incensed and one depressed as the tagline says, ‘It’s been a tough year. This book might be exactly what you need.’
Photo credit: Chaz Hutton | @instachaaz | The Sticky Note Guide to Life
In Dalston a second execution features one of Chaz’s iconic illustrations ‘A map of every city’ and includes pens in a box in the right hand corner so passers-by can add more.
@instachaaz and A Sticky Note Guide to Life
On Friday 10 and Saturday 11th June, NARS Cosmetics will be celebrating the opening of their new standalone store in Covent Garden. It wouldn’t be a celebration without a distribution of their number 1 Blush in the US, Orgasm Blush.
Using models dressed up like the woman featured on the Blush packaging, NARS will be distributing card samples of the limited edition range of their ‘hero’ product. There are a total of 20,000 samples to distribute across the 2 days with a further 2,000 vouchers to give out and with those engaged in the activities organized by the models at the store.
Created by Monsieur Nars himself in the late 90’s, the Orgasm Blush quickly became a sensational product, winning countless awards and becoming the #1 best-selling blush in the United States.
With its peachy-pink and universal flattering shade, Orgasm Blush is suitable for all skin tones. Just enough to make you blush! And as we can never have enough of a good product, the original blush offered in stores is being customized to a limited-edition oversized compact, available to all buyers.
To make the experience memorable, all NARS enthusiasts are encouraged to Twitter and Instagram a picture throughout the day while using the hashtag #whatmakesyoublush on the Orgasm paddles distributed during the event.
The project was organised by MKTG UK, Dentsu Aegis Network’s experiential global brand.
The Real World is Posterscope’s monthly Out-of-Home market update, containing latest industry news, key facts and figures and some cool OOH campaigns. The presentation can be accessed here
“Don’t let homeless people freeze to death”
Posterscope Netherlands starts 2016 with a very special campaign. Working in collaboration with Media partners JCDecaux, Exterion and Clear Channel, the campaign aims to raise money for Sheltersuit, a new charity that is related to Out of Home.
Sheltersuit produces jackets and sleeping bags for homeless people. It’s a new Dutch initiative that protects homeless people from low temperatures, wind and rain by giving them a warm suit to survive the outdoors.
The national outdoor campaign runs from 20th-27th January and asks people to donate money with their mobile phones.
The campaign is a non-profitable collaboration between JCDecaux, Clear Channel and Exterion Media initiated by Posterscope Netherlands. To support this charity the Out of Home media owners worked with Posterscope by donating 3.500 six sheets free of charge. The media value equated to €350.000. Posterscope developed this initiative and campaign to position the Out of Home sector in a positive daylight while delivering a valuable social contribution. The visual is optimized by Validators. The impact of the campaign is being monitored by MeMo2.
“Don’t let homeless people freeze to death”
The creative for the Sheltersuit campaign – with real homeless people as models – has been created by isobar. In the poster visual you can see the harsh circumstances homeless people have to deal with during the winter period. It’s a shocking visual that reflects the cry for help of homeless people during winter. People are asked to donate €3 which will go entirely to Sheltersuit to create and distribute this special jacket.
Outdoor advertising is evolving faster than ever before. Never before has new technology been driving such massive change, not only in how we display ads, but also in how we plan OOH campaigns.
Posterscope’s predictions for what 2016 holds in store for out-of-home industry looks at ‘driving direct payment’, ‘a beacon of consumer engagment’, ‘real time service’, ‘advertising for the good of society’, ‘the connected content consumer’, ‘ad blocking’, ‘the role of Artificial Intelligence’, ‘the experience economy’ ‘personalisation at scale’and ‘click and collect’.
To read the report click here
The Real World is Posterscope’s monthly Out-of-Home market update, containing latest industry news, key facts and figures and some really cool OOH campaigns. The presentation can be accessed here
Nintendo is working with a team of former Google developers on a new location-based Pokémon game for smartphones.
The game will involve going to real world locations while playing on your phone in order to catch Pokémon monsters.
Pokémon Go will be released in 2016 for iOS and Android, developed in partnership with The Pokémon Company and Niantic, which as a Google subsidiary made the location-based game Ingress.
The game will include in-app purchases, which given Pokémon’s status as a popular children’s game – although it has many adult fans too – could prove controversial.
Nintendo is hoping that the involvement of the Pokémon series’ game director Junichi Masuda will assuage any concern among fans. There is already a freemium Pokémon game available for mobile devices:
The new game marks Nintendo’s second mobile games partnership, following a deal struck with fellow Japanese company DeNA in May to make a series of games based on its characters and brands.
Nintendo had previously resisted calls to make some of its games – whether old or new titles – available on smartphones and tablets, rather than purely on its own consoles and handheld gaming devices.
There’ll be a device for Pokémon Go, though. Nintendo is making a gadget called the Pokémon Go Plus that will connect to players’ smartphones using Bluetooth, vibrating and flashing when a Pokémon is (virtually) nearby, so they can press a button to attempt to catch it.
The partnership is a big deal for Niantic, which spun out of Google in August as an independent company. Science-fiction game Ingress has been downloaded by 12 million people on Android and iOS so far.
“Our partnership with The Pokémon Company and Nintendo is an exciting step forward in real-world gaming and using technology to help players discover the world and people around them,” said the company’s chief executive John Hanke.
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Via: The Guardian
Outsmart, which launched on the 24th September, will be led by CEO Alan Brydon and Chairman Mark Craze and will inform, educate and inspire advertisers and agencies to do wonderful things in OOH.
The new marketing body for OOH launches with the website, www.outsmart.org.uk and is the first port of call for advertisers, planners and creatives to showcase how OOH can be used in even bigger and better ways. The website will also include case studies, research and insight to demonstrate the medium’s core strengths – Impact, Action, Relevance and Creativity.
To prepare for launch, the new company has already created Insight and Effectiveness and Strategy Planning teams. This has resulted in numerous key appointments, including Tim Lumb as Insight and Effectiveness Director, Katie Ingram as Strategy Planning Director and Jo Scully as Assistant Strategy Planning Director.
Collaboration is a key factor in all of Outsmart’s thinking and actions and close working relationships have already been established with partners such as the specialist OOH agencies and their collective body the IPAO, as well as the OOH industry’s gold standard research body, Route.
An early manifestation of this is the OOH Forums, in partnership with the IPAO. The Forums will explore the many benefits of the medium, with the first set to focus on demonstrating its effectiveness.
Over the next 12 months Outsmart will roll out a series of initiatives including new research that help to further unlock the value and effectiveness of OOH, for brands and advertisers to make it a ‘must have’ on every media plan.
Alan Brydon, CEO of Outsmart, said “This is a golden age for OOH and there has never been a better time for the advertising, media and creative industries to utilise the medium. I am thrilled to be leading Outsmart and I am looking forward to helping agencies and brands make the most of the limitless opportunities the medium offers. Technology and consumer behaviour is enhancing the power of OOH and as more people spend more time out and about, in an ever more connected way, there has never been such an exciting time for the medium.”