Posterscope’s latest monthly market update The Real World containing latest industry news, key facts and figures and cool out-of-home campaigns is available to read on Slideshare.
Out-of-Home advertising company Exterion Media will implement beacon technology across the capital’s buses to enable Londoners to access targeted and relevant content on the move.
Exterion Media, Europe’s largest privately held Out-of-Home advertising business, has announced that, in a commercial first, it has equipped 500 London buses with beacon technology. Beacons play a vital role in the company’s Urban Activation strategy to connect consumers with brands via innovative technology. Exterion is already working with leading brands to deliver welcomed information and entertainment to 300,000+¹ London bus-riders every day.
The solution, developed in collaboration with Proxama PLC (AIM: PROX), the international mobile proximity marketing company, uses Bluetooth Low Energy (BLE) beacon technology to send targeted in-app messages to London commuters’ mobile devices. This creates an opportunity to deliver highly contextualised messages at moments when they’re most receptive, which when combined with Out-of-Home (OOH) advertising, can prompt immediate action.
This announcement comes after a successful six month beacon trial on 110 buses in Norwich, which saw 30% of users clicking through from receipt of notification and 2,000 app downloads. Exterion’s online urban community work.shop.play. recently found London to have the highest penetration of smartphones (94 per cent) in the UK². Coupled with this, the average journey on a bus in London is estimated to be between 17-19 minutes³ (with some journeys taking considerably longer). This provides passengers the time and opportunity to respond, interact, view or redeem offers delivered direct to their mobile phones. This mobile popularity and the lengthy journeys makes beacons on London buses an attractive channel to deliver extended consumer engagement to audiences on the move.
“We are continually seeking new and innovative ways to connect brands with consumers and this solution will engage audiences on the move in a way that builds meaningful and mutually beneficial relationships. We believe the future of OOH engagement is the ability to deliver a truly personal experience; and, with so many of us keeping our smartphones handy during the bus trips we take every day, it makes sense to combine the two. Our ultimate aim is to deploy this technology across our portfolio nationwide, with a long-term vision of providing full connectivity across buses in the UK.” says Jason Cotterrell, Managing Director UK, Exterion Media.
“The trial in Norwich and our partnership with Exterion Media showed us that consumers are open to receiving content via their mobile devices while they travel, so we expect to experience a similar level of success once we roll out across London. By ensuring that content pushed to users is relevant, personal and received at the right time, beacons are set to enhance Londoners’ commuting experiences.” says John Worley, CEO of Proxama Marketing Division.
¹ TfL (500 buses)
² work.shop.play. Mobile Phone Survey 2015
³ work.shop.play. London Commuter Survey 2013/14
The Outdoor Media Centre (OMC) and the IPA Outdoor Group have formed an alliance to launch a new, pioneering series of Out Of Home (OOH) Forums for the industry. This first time collaboration signifies the OMC’s ambition to work in close partnership with key stakeholders to further highlight the power of OOH.
On the morning of the 13th January, Posterscope welcomed the media community to its inaugural ‘The Pioneers’ event which to0k place at the Soho Hotel. The guest of honour was Sir John Hegarty, Worldwide Creative Director and Founder, Bartle Bogle Hegarty (BBH).
Over 45 minutes, Sir John Hegarty regaled his audience dispersing wonderful insightful nuggets of wisdom taken from his book ‘HEGARTY ON CREATIVITY THERE ARE NO RULES’ about the process of creativity. Hegarty addressed the following themes…..before concluding with question time with his audience.
‘Sitting on a beanbag doesn’t make you creative’
‘You can have great ideas anywhere’ (but the one place you won’t is in a brainstorm meeting)
‘Excuse me I’m desparate for a creative philosophy….you couldn’t possible direct me to the nearest one?’
‘OK! I’ve got the fire going…who downloaded the story?’
‘Not quite what I had in mind Fanshaw when I said we need to be more daring’
‘You won’t make my bum look big?’
‘Regarding your role as the new Bond villain, the ears will have to go!’
‘Artist fragile handle with care. I’d like a trade in, I’ve had him 10 years and he’s completely clapped out’
‘Take the head-phones off’
‘Picasso, Dali S, E.Munch, Rodin, Renoir – Ring for entry’
‘I can’t possibly start the meeting I’m waiting for my ego to arrive’
‘I tried being an optimist, but it’s too much like hard work’
‘I wanna your hand’ – every McCartney needs a Lennon
‘Despite appearances I am incredibly complex, sensitive and prone to prolonged bouts of introspection’
To read MediaTel coverage of the event click here
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In a world-first advertising campaign, Porsche drivers will attract more attention than usual with a new digital out-of-home campaign that will display a tailored message on a Melbourne Airport digital billboard when the luxury car approaches it.
The innovative campaign, created by Australia’s largest out-of-home company, oOh! Media, will automatically change the content on the digital billboard with the message “It’s so easy to pick you out of a crowd” when a Porsche approaches.
The car recognition technology developed by oOh! with Digital Experiences uses IBM software and oOh!’s own content management system ARGLYE to identify oncoming Porsches before revealing the message for 10 seconds.
The 50 square metre billboard ad on Airport Drive will be “live” for five days starting Saturday, 10 January.
This report has been published following qualitative and quantitative research conducted by Posterscope into real-time out-of-home (OOH) capabilities and understanding.
‘Real-time’ advertising provides the ability to automatically activate and / or update advertising using live data or content. It has become an area of increasing interest for the OOH industry and advertisers as access to data and digital out-of-home (DOOH) inventory has become more prevalent.
Posterscope held a roundtable with industry leaders – including 20th Century Fox, British Gas (Hive Active Heating), Microsoft, Movember, Doddle, Clear Channel, Ocean Outdoor, AOL, Trigger Buzz, M&C Saatchi, Starcom MediaVest Group and Dentsu Aegis Network – to understand the challenges the industry faces in realising DOOH’s real-time potential.
Posterscope also surveyed more than 100 UK marketing leaders to determine current attitudes towards real-time in DOOH campaigns and industry readiness for adoption.
Click here to read the report
The last couple of years have seen the out-of-home (OOH) industry evolve more rapidly than ever before, but 2015 is set to be the industry’s most transformative year yet. An ever expanding network of digital inventory and increasingly sophisticated targeting technologies are enabling advertisers to increase both campaign efficiency and effectiveness, reaching their audiences in creative and engaging new ways. Here are Posterscope’s top five predictions for what 2015 holds for OOH advertisers. Click here
These predictions are just the tip of the iceberg. We’ll also see advances in OOH accountability, increasing amounts of content served via DOOH screens and a growing focus on furnishing consumers with experiences via multiple channels. The industry is at an incredibly exciting moment in its history, and 2015 will see it become an even more important consideration for advertisers.
In China, those checkerboard-like codes are enjoying a renaissance.
That’s thanks to WeChat, Tencent’s hot mobile app, which has 272 million monthly active users and features a QR code scanner. WeChat blends elements of Facebook, Instagram and WhatsApp, and it’s branching into e-commerce.
QR codes – which let people scan a code using their smartphone to enter contests, connect with brands on social media or buy products — have long been prominent in Japan and South Korea.
When WeChat started pushing QR codes in China, suddenly a technology dating back to 1990s Japan had new potential, and some wondered if Western advertisers had missed something.
“We’re always pursuing new technologies, but we shouldn’t be so dismissive of old ones – sometimes all we need is to find a new use for those technologies to give them a new lease of life,” said Kestrel Lee, executive creative director of Zeno Asia, who points out that RFID or radio frequency identity technology now used in tagging retail goods was first used during World War II to identify aircraft.
One likely reason for QR codes’ success in China, the world’s No. 1 smartphone market, is that many consumers are more accustomed to mobile internet than desktop computers. To them, using a phone to scan a code comes more naturally than typing a web address.
Numbers on usage are hard to come by, but mobile coupon company Imageco tallied 113.6 million QR codes scanned in China in October 2013, up more than 38% from the month before.
Some in China use personal QR codes to identify themselves on social media. The codes are also at the heart of a price-comparison app called Wochacha, with 140 million users.
Western brands feature them prominently. Shanghai car lovers scanned a QR code for a chance to test drive an Audi Q3; runners use them to join a Nike+ running club in their area.
We-Chat’s rival, e-commerce giant Alibaba, turned to QR codes to encourage offline-to-online shopping during a mega-sale on Nov. 11. People visited brick-and-mortar stores, selected purchases and scanned QRs code to stash items in their online shopping cart ahead of the sale.
A month later, during a Dec. 12 shopping event, Alibaba’s Taobao marketplace put a QR code on its website. Shoppers scanned the code 200,000 times in just one minute to try to win a lottery ticket, Alibaba said.
As in the West, QR codes don’t work unless the creative is good and people have an incentive to scan them. Sticking a QR code onto an ad isn’t enough.
More sophisticated augmented reality technologies might break through in China. But as long as WeChat backs QR codes they are here to stay, and there are efforts to beautify them.
Israel-based Visualead, which has a heavy China focus and won a startup competition here, lets businesses and designers blend QR codes with photos or art. It also can integrate QR codes into videos or animation for digital screens.
“Visual QR codes don’t have to be static, they can be animated — or even embedded in a video — to include a visual call to action, like someone inviting you to scan or an avatar winking at you,” said Oded Israeli, Visualead’s VP for marketing. “Animation is very popular in China, and we think it will bring another edge to QR codes.”
Please click here to read it.