The Real World April

The Real World covers information about consumer behaviour and inspiring ways to use OOH, as well as recent industry news and the latest on the OOH marketplace.

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Ocean Introduces Full-Motion and The Screen @ Manchester One

Ocean Outdoor has introduced full motion to its Portland Tower location in Manchester and renamed the site The Screen @ Manchester One.
The state-of-the-art double sided digital 3.1 x 5.8 metre tower becomes part of Ocean’s The Grid, the UK’s first network of full motion screens now available across six UK cities.
Ocean Outdoor marketing director Richard Malton said: “The rebranding of our screen in line with the renaming of the Portland Tower and its upgrade to full motion reflects how more advertisers are realising the value of digital out of home and taking advantage of it.
“In doing so, brands are becoming more relevant, premium and responsive. DOOH is no longer being looked at as just another medium for a wider campaign. Its unique capabilities mean it’s now being implemented as a standalone addition. Spectacular new sites like Manchester one reinforce this shift and extend the opportunities.”
Ocean’s Manchester estate also include Axis@The Hacienda, on the site of Alliance Partners’ £35 million Axis tower development and three landmark 96 sheet non digital backlights in the Trinity Way and MEN arena areas.
Via: Ocean Outdoor

Clear Channel Outdoor Launches ‘Connect’, the First Global OOH Mobile Interactive Advertising Platform

– Platform will initially reach 175 million consumers each month across 23 countries on 5 continents – creating the largest network of its kind
– 75,000 sites worldwide will be equipped with NFC, QR and/or SMS capabilities
– Global launch builds on success of UK Mobile Platform
– Clear Channel UK to more than double existing platform to 25,000 locations
In a world first, Clear Channel Outdoor (CCO), is rolling out Connect, its interactive mobile advertising platform globally, generating more opportunities for consumers and brands to connect.
Advertising panels on CCO’s pedestrian-accessible sites across the globe will be turned into mobile launch pads, enabling consumers to access interactive content from advertisers via their smartphones. Connect creates seamless integration between out-of-home and mobile, driving deeper brand engagement with consumers when they are out and about.
The Global launch builds on the success of UK Mobile Platform which launched with 10,000 sites in urban areas across the country in March 2013.
In the UK, Clear Channel has announced plans to expand their existing Mobile Platform to an additional 15,000 sites, bringing the platform to every urban area in the UK with a population in excess of over 100,000.
The UK deployment with see Clear Channel’s distinctive Mobile Platform tags appear in new environments, including shopping malls and on the Socialite network of digital screens in urban pubs and bars.
By June 2014, CCO will:
– Create a mobile network reaching 175 million consumers monthly across 23 countries on 5 continents
– Be able to offer marketers the biggest out-of-home/mobile interactive platform from any media owner and the only one with a global scale
– Over 75,000 outdoor sites fitted with Connect tags enabled for Near Field Communication (NFC), QR code and, in Latin America, SMS capabilities
Consumers simply tap or scan their smartphone over Connect’s NFC tag or QR code to instantly open a gateway to an online brand experience. In CCO’s Latin American markets, the platform will also run with the addition of SMS capability; a tailored SMS code will appear on the outdoor advert.
Advertisers can enhance the Connect user experience by offering a range of consumer benefits, which can be grouped into 4 main categories:
– Information – search, maps, location-relevant, utility
– Shopping – transactional, discounts / vouchering
– Entertainment – gaming, video, photos, apps
– Community – social media, text / IM, sharing
Advertisers and planners will also benefit from the rich data and metrics captured by Connect, including date, time, location, conversion of click-thru’s, and even which kinds of device were used – all allowing for campaign optimisation, performance review and delivery of ROI.
CCO will be showcasing Connect and its full capabilities at the forthcoming Festival of Media Global event (6-8 April) in Rome, where Clear Channel Communications’ CEO Bob Pittman, will also be one of the event’s key speakers.
CCO first launched its mobile platform in the UK with a nationwide rollout in 2013 that included 10,000 mobile-enabled sites in urban areas right across the country.  CCO’s mobile platform has since been launched in Belgium, Finland, Ireland, the Netherlands and Singapore. The global roll-out of Connect will see additional platforms planned for completion by June 2014 in: Brazil, Denmark, Estonia, France, Italy, Latvia, Lithuania, Mexico, Peru, Poland, Spain, Sweden, Switzerland, Turkey and the USA.
Via: Clear Channel

Brands Take up Outdoor Pursuits

Novel formats, more premium sites and a burst of creative thinking are generating a new breed of out-of-home advertising.

The arrival of digital billboards, investment in premium out-of-home (OOH) sites and more creative thinking have turned outdoor media on its head.
IBM has transformed traditional posters into ‘street furniture’ such as ramps, seats and shelters, while a university in Peru used a billboard to turn the moisture in the air into drinkable water. Anti-dandruff shampoo Selsun Blue is currently running a campaign in Canada using snow as a backdrop. When it snows, the flakes form a pile behind the head of the person featured on the poster, which uses the line ‘When flakes take you by surprise’.
Brands are also taking work created for TV and putting it on OOH formats, such as Audi which took over JCDecaux’s Waterloo Motion site last month to transplant all of its TV assets into an outdoor arena. JCDecaux claims the site in London’s Waterloo station is the largest in Europe, with a footfall of 300,000 people per weekday.
Outdoor drives a better online search uplift than TV in some sectors, showing a 5.5 per cent increase in travel search terms versus 3.5 per cent for TV and a 3 per cent uplift for insurance keywords compared with TV’s 0.6 per cent, claims The Outdoor Media Centre.
James Peach, UK brand manager at Innocent Drinks, says: “The thing OOH does best is drive top-of-mind awareness, so people will see you on TV and then be reminded of you when out and about.”
Land Rover is motoring into this ‘real-life, big spectacle’ space with the ambition of showcasing all the brand’s activity through advertising that not only aims to stand out but is highly interactive as well.
Helen Bainbridge, marketing manager at Land Rover, says: “We are looking to use digital posters more as they give us innovative opportunities to engage with our consumers.”
Land Rover’s #hibernot campaign encouraged people to get out and enjoy all the elements of a British winter. It featured people engaging in outdoor pursuits, refusing to let miserable weather turn them into ‘shut-ins’.
Interestingly, it is the OOH element that provides a ‘reward’ for those engaging with the campaign.
Bainbridge adds: “By asking the public to get involved in our movement, which is of course a massive ask, we felt there had to be a pay-off for [them]. So we designed the campaign with the intention of rewarding those people by using their images on our digital outdoor posters.”
Land Rover also ran a ‘sound shower’ last summer, a shower-like contraption underneath a billboard, below which is an accelerator pedal that emits a giant roar when a passer-by presses it. Eye Airports, which ran the campaign in Gatwick, Manchester and Stansted airports, claims there were more than 45,000 interactions in the month that it ran.
The nation’s obsession with the weather has proved grist to the outdoor industry’s mill in recent years and this is set to be cranked up in 2014.
Many weather-related campaigns, such as that for Stella Artois’ Cidre, feature ads that appear only when a set temperature is reached. Ford is currently running a ‘thermal geo-targeting’ campaign where the image that appears on screens changes with the temperature and with rain, sleet or snow.
Tate Britain has also run a weather-inspired campaign. Earlier this year, ‘TateWeather’ ran across the London Underground, updating commuters on the weather forecast through the medium of art.
Updates were issued twice a week through both historical and modern art, such as Norman Adams’ Rainbow Painting, while commuters waited for their train to arrive.
Jesse Ringham, digital marketing manager at Tate Britain, says: “We have never run anything like this before and we’re always looking for new ideas to promote art in engaging ways.
“The forecast approach gives the commuter a regular art fix, showing memorable works from the Tate collection with a touch of humour around the British fascination with the weather.”
As the media and marketing landscapes converge, OOH is adding experiential activity. Airwick’s giant acrylic cube that captured the sights, smells and sounds of the countryside and Skoda’s ‘Yeti Outdoor’ marquee encased in a giant block of ice both achieved success.
Innocent is using experiential marketing to augment its ‘Chain of Good’ TV-led campaign in London. Outdoor posters in highly concentrated locations display messages linked to the campaign.
The ‘magic’ element, Innocent says, is the experiential activity in front of the posters, whether it is a band playing and giving out two smoothies (one for the passer-by, one to pass on) or a group of helpers ready to fix bikes, hand out magazines or provide other ‘Chain of Good’ gifts.
Peach says: “We have had positive feedback on social media with loads of picture uploads. If you use outdoor posters, having sampling in the middle completely involves people in the brand.”
An old criticism of the OOH industry was that press and other media could run campaigns more quickly, reacting to world events. But digital and NFC-enabled sites, or those offering free Wi-Fi, have made it much more responsive.
During the curling final at the recent Sochi Winter Olympics, Cadbury ran a tactical digital campaign for its Curly Wurly brand with the catchline: “The difference between a curling stone and a Curly Wurly: you don’t let go of a Curly Wurly.” This was broadcast in real time so that drivers could see the image change while listening to the curling final on their car radios.
Twitter-centric outdoor campaigns have appeared this year with Nokia using popular childhood game I Spy to promote its Lumia smartphone. Twitter users following the #iSpy hashtag were invited to guess the identity of notable landmarks that featured on outdoor screens and then tweet them.
Darryl McKay, global digital marketing manager at Nokia, says: “#iSpy was all about taking a familiar game and using it to convey our message while giving people a fun way to experience the Lumia 1020’s features.
“Twitter is an important platform for us. As well as offering feedback and reactions, it’s a good way to reach out to our Nokia followers.”
Ikea is also shifting spend into OOH media by branding students’ cars in Newcastle and Durham in a deal with Uni Car as part of an awareness drive. Ikea says the campaign is relatively cheap, boasts standout appeal and is achieving high recall rates, with up to 70 per cent of students recalling seeing the cars.
Ikea marketing manager Michael Cox says: “Traditional outdoor advertising is quite expensive. We wanted to access something that was cost-effective and a bit different so we scaled back advertising in student unions.
“It was a bit of suck-it-and-see but it’s getting good recall rates. We would like to invest more.”
The public has responded favourably to the interactive element of OOH campaigns over the past year. For example, Honda’s ‘Headturner’ campaign, which invited the public to press ‘black’ or ‘white’ to indicate which colour of car they preferred, beat expectations by generating 65,000 interactions.
With so many brands channelling funds into outdoor media because of the new opportunities on offer, the old tag of ‘the paper and paste industry’ is rapidly being forgotten.
Via: Marketing Week

Amscreen Hopes to Harness Online Transparency with Launch of Audience Assured Advertising

Amscreen has launched Audience Assured Advertising (AAA) across its digital out-of-home network, a metric it hopes will become a new standard in digital out-of-home accountability.
Amscreen claims that the AAA application is a response to the demand for more accountability and transparency from outdoor media, and that it leverages the new levels of customer information gathered by Amscreen’s digital screens.
The triple-A campaigns offer advertisers the chance to purchase against several different demographics  – more akin to TV or online ads – with the four main segments being All Adults, Men, 15-34s and 35-64s. Each audience is traded purely on impacts, with fixed cost per thousands for each.
Once a campaign is live, it can receive regular AAA Health Checks; if the initial audience predictions are correct, the campaign is left untouched. Should the campaign fall behind schedule, additional locations or hours can be added to ensure full campaign delivery.
Amscreen’s new AAA application also promises full post-campaign analysis to help planners and marketers access the campaign and optimise future activity.
The AAA application is possible because of Amscreen’s cameras in its screens, which have a viewing distance of 4.5 metres. It is claimed that they are capable of tracking up to 150 individuals at any one time.
Amscreen also claims that individuals are only registered as one view if they are calculated to have looked directly at the screen, with the promise “OptimEyes registers viewers, not looks”.
The company already includes screens in 450 Tesco petrol stations, with a weekly reach of more than five million adults.
Via: Brand Republic

UK Retailers Adopt Beacons Technology in Shopping Centre First

A shopping centre on the south coast has become the first in the UK to adopt the proximity-based marketing tool Beacons, offering retailers the opportunity to target customers with messages in-store by sending push notifications to their mobile phones.

Brands including WHSmiths, Game and Nandos have signed up to use the technology at the Swan Centre in Eastleigh, Hampshire to deliver targeted ads to shoppers’ mobile phones. The Beacons tool means retailers will be able to send shoppers discounts and offers straight to their phones when they visit the centre, without them having to open an app or browse a website.
The service was developed by technology start-up TagPoints. It incorporated the Beacons tool into the Swan Centre’s “SmartRewards” loyalty app, which it says has already had more than 1,200 downloads despite “limited” marketing of the app to shoppers.
Users now will receive a welcome message when they enter the centre, along with 10 loyalty points that can be used in conjunction with retailers’ discount offers in a bid to get people to sign up to the service. Seven brands with stores in the shopping centre have already signed up to use the Beacons technology, with campaigns expected to roll out in the coming weeks.
Sue Hillyer, WH Smith’s Swan Centre store manager, says: “Being able to offer real-time rewards and incentives based on a customer’s location is very exciting. It has already driven shoppers into store and we can only see it being more successful as targeting gets more accurate.”
High-profile US brands such as Macy’s, Timberland and Clarks are actively testing the tool, but UK advertisers have adopted more of a “wait and see” approach to using Beacons. However, food chain Eat recently became the first brand to trial Weve’s new loyalty app, Pouch, which uses Beacons.
Via: Marketing Week

Marks & Spencer and JCDecaux Present the First Virtual Catwalk in the Netherlands

Marks & Spencer and JCDecaux Netherlands created a virtual catwalk in The Hague showcasing the new spring collection with an interactive bus shelter – the very first interactive campaign in the Netherlands to use the swipe technology. Using the interactive screen, passersby were able to swipe through the entire collection very easily, and when they selected a garment a catwalk clip was live streamed helping them to better visualize how it looked in reality. Every single garment from the collection had its own catwalk clip.
Passersby were encouraged to interact with the screen, and while swiping through the available outfits they could see the actual prices. All outfits on display were available for customers to order via the Marks & Spencer’s Dutch website and in their new flagship store near the bus shelter.
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Via: JCDecaux One World

Lingerie Brand’s Smoking Hot Ad Literally Sets Billboard On Fire

To show that their lingerie is too hot to handle, German lingerie company Blush set a billboard on fire, literally.
Created by Berlin-based ad agency Glow to advertise Blush’s winter sale, the billboard comprised of a 20-meter-long fuse in the shape of a woman and the brand’s logo made from 2,543 matchsticks, with the words ‘hot sale’ below it.
While the actual burning was over relatively quickly, it was a creative way of promoting the brand’s lingerie and no doubt attracted the attention of passersby. 

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Via: Design Taxi

Donate Warmth Via Bus Shelters

In the Autumn of 2013, Vienna’s City Park, one of the most important sleeping areas for homeless in Vienna, became restricted to them. Consequently hundreds of people suffered from this.
In order to draw attention to this issue, Gewista developed a heating 6-sheet by replacing florescent tubes with heat lamps. For €1 people waiting for the bus could enjoy warmth a few minutes, while the donated money helped to slightly improve the lives of homeless people.
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Posterscope Rolls Out Innovative Data-Driven Outdoor Ad Campaign for MINI Hatch

As part of its ‘New and Original’ out-of-home (OOH) advertising campaign, MINI Hatch is leveraging revolutionary outdoor audience insights to track and strategically reach its target customers at the most optimal times of their daily commute.
Posterscope used Route to identify environments where MINI Hatch’s audiences are most likely to visit and, in partnership with Vizeum, iris and LIVEPOSTER, has incorporated this data into planning an industry-first, immersive three-tiered outdoor campaign covering a Wonderwall, a full cross-track domination, at London’s Liverpool Street Station, traditional posters and digital OOH elements.
The campaign kicks off across a Wonderwall at Liverpool Street Station, which displays interchanging outdoor creative to highlight the ‘New and Original’ components of the car, and cross-track projections (XTPs) using LIVEPOSTER technology. The innovative capabilities of the LIVEPOSTER platform will bring to life the new ConnectedDrive in-car internet system feature of the MINI Hatch, by announcing live tweets and Facebook updates throughout the day. This campaign celebrates the first time LIVEPOSTER has been used within a Wonderwall.
As part of the wider strategy, the activity will also run across stand alone iconic UK landmark OOH sites including London’s Old Street and Wandsworth Roundabouts, Trafford Arch in Manchester and the M5 Tower in Birmingham and the Glasgow Tower. Digital media communications will then be used to demonstrate the distinct product features of the new MINI Hatch across high frequency, small format digital OOH sites.
Francesca Blair, Client Manager, Posterscope, said: “By devising a three-pronged approach, we are able to reach audiences where they are in the most innovative and striking ways possible. By using unrivalled industry insight, we can generate mass awareness and emotional appeal of the MINI Hatch’s ‘New and Original’ messages, which when distributed across a Wonderwall, will deliver a truly immersive experience. This highly targeted data-driven campaign allows us to deliver efficiencies and true business value for the client.”
Richard Morris, Managing Director, Vizeum said: “We wanted MINI to be celebrated not just for its iconic status in British society, but for how it encapsulates technological advancements in driving. Liverpool Street Station’s Wonderwall represents the ideal, immersive space to bring the benefits and distinctiveness of MINI to life.”