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Posterscope Hosts Round Table on Real-Time OOH

Posterscope hosted a round table event at the Ham Yard Hotel in Soho on the morning of Tuesday 25th November.
The event, hosted by Glen Wilson, Posterscope MD and chaired by Gideon Spanier, Media Editor of the London Evening Standard/Independent, was about realising the potential of real-time.
Delegates included:

  • Andrew Morley- CEO Clear Channel UK
  • Paul Grosvenor- Senior Marketing Manager, Hive
  • Stephen Wise- Founder, TriggerBuzz
  • Zaid Al-Qassab- CMO Housetrip/Movember
  • Tim Bleakley, CEO Ocean Outdoor
  • Noel Penzer, MD AOL
  • Paddy Earnshaw, Marketing Director, Doddle
  • Tracy de Groose, CEO Dentsu Aegis Network
  • Chris Green, Marketing Director, 20th Century Fox
  • Tom Bazeley, CEO M&C Saatchi
  • Adam Foley, Head of Strategy, SMG
  • Tara Powadiuk, Global Media Partnerships, Microsoft
  • Dan Douglas, Founder and MD, Liveposter

 
Trade media attendees:

  • Jessica Davies- News Editor, The Drum
  • Ronan Shields- Executive Editor, Exchange Wire
  • Ellen Hammett- Reporter, MediaTel

 
A white paper and press release about the event will be published in December.

What My Mentors Taught Me

Top tips from Frances Dickens, chief executive and co-founder of media barter specialist Astus Group.
I expect my experience of school is similar to that of a lot of business people who have succeeded in their careers despite, rather than because of, formal education. I also expect like me that their teachers played less of a role in shaping their work ethic and values than the handful of key colleagues who noticed their potential, encouraged them to excel and bollocked them if they didn’t.
The role of mentors in the workplace is a perennial topic and I am a big fan of formal mentoring schemes such US-based Million Women Mentors and WISE here in the UK which both aim to push female talent in STEM (Science Technology Engineering and Maths) sectors from classroom to boardroom.
My own career has been focussed on the media industry, initially as account handler for billboard company More O’Ferrall and currently as chief executive of Astus Group, the UK’s largest media barter company, where I oversee a team of 35 and a business turnover of £132.2m in 2013. In terms of my career trajectory, there are two women who helped ensure I confounded my teachers’ expectations and whom I’d regard as mentors: Annie Rickard, chief executive of outdoor specialist Posterscope and Christine Walker, former chief executive of Zenith Media and latterly joint MD of Walker Media. I met Annie when she hired me to work at outdoor specialist Harrison Salison which later became Posterscope. Christine and I worked together on the board of out of home specialists Meridian Outdoor, the joint venture between Posterscope and Zenith Optimedia.
Here are five key lessons my mentors taught me:
1. Preparation is key
Going into a meeting with Annie or Christine was a terrifying prospect IF you hadn’t prepared, as both are absolute perfectionists. On the board of Meridian Outdoor they were often both present at meetings and I quickly learned to anticipate the questions they were going to ask ahead of time and to ensure any documents I was handing out featured meticulous spelling and grammar. On the plus side, I learnt that if I argued my case really well they were prepared to listen and go with my recommendations.
2. Always deliver on your promises
One of the founding principles of Astus Group is that we only take on deals we are sure we can deliver against. This is a lesson I learned from Annie and Christine for whom delivery on business promises is almost an article of faith. Both women inspired tremendous client loyalty because of their track record of coming through for clients. Following their example has served me well at Astus where our insistence on meeting client expectation means we have repeat business levels of more than 95%.
3. Keep calm and carry on
Christine and Annie have experience of leading multimillion pound companies and both have fairly formidable reputations usually perpetuated by people who haven’t actually met them. The bottom line is that you’ve got to be tough if you’re leading a company -people’s livelihoods and careers depend on you making cool, calm decisions. Christine and Annie are both very calm under pressure. Come to think of it I’ve met way more panicky blokes at the top than panicky women.
4. Lead by example
As my boss at Posterscope, Annie taught be everything I know about account handling. One thing I particularly admire about her, and which I have tried to make a part of my own leadership style, is that she would never ask her staff to do anything she hadn’t or wouldn’t do herself. What’s more if the task was in anyway tough, she would be there doing it with you. Both Annie and Christine had a very open door policy and again an open working culture is one of the cornerstones of my own business.
5. Give people you trust a chance
Annie and Christine are great at empowering people who they perceive to have potential by giving them more responsibility. This explains how I came to be on the board of Meridian Outdoor. When I started Astus, Christine gave me a chance to prove that media barter worked despite having a very bad experience of media barter as it was practised at the time. I really admire her for being prepared to put her misgivings to one side and listen to how my company was going to change the existing discredited business model by focussing on delivery first. When the time was right she allowed me to talk to her clients about media barter and when they agreed to try it out we made sure we exceeded their expectations.
Via: Huffington Post

Clarks Weekend ‘Style Sessions’ in Partnership with Elle magazine

Clarks are currently running an AW campaign in which OOH is the lead medium. As part of this campaign Posterscope has worked closely with Havas Media to develop Street Style events across the country. Working with the Press team, Posterscope leveraged Havas’s relationship with Elle magazine, gaining access to Elle photographers. These photographers will be present at Clarks stores in key malls across London, Manchester and Birmingham. Selected members of the public are able to model footwear and have the opportunity for their picture to appear on the digital portrait screens within the mall in real-time.The events will take place at the Clarks stores, taking advantage of Clarks owned media.
Liveposter delivered a template built to share this activity across DOOH screens.
This activity was planned and booked by Posterscope and Havas Media with Liveposter.

Havas's Paul Frampton on the Impact of Programmatic Advertising on the OOH Sector

Havas Media chief executive Paul Frampton offers his own views on the impact that the rise of programmatic advertising can have on the out of home (OOH) sector.
Much of the talk in the world of programmatic trading is around the inevitable expansion beyond digital into other media such as TV, radio and OOH. The latter is particularly interesting as digital inventory already accounts for almost 25 per cent of OOH ad spend and this will probably double within three years.
But ‘programmatic’ is probably at best a misleading term, given its very specific digital heritage, and at worst a misnomer. With OOH being fundamentally a broadcast medium with a ‘mass’ audience much of the value is not instantaneous and cannot be absolutely personalised to an individual. And of course performance is not driven by clicks on ads, but it is probably the best shorthand available for what is a hugely exciting future opportunity in OOH.
 So what will the OOH ‘programmatic’ future look like?
Well firstly it will not be a case of attempting to replicate the online programmatic model. Instead selected aspects of online will be translated into the closest equivalents for the physical world.
Secondly any form of programmatic OOH will need to add value to advertisers allowing them to access and optimise the medium in ways that have been historically prohibitive to achieve at scale.
So it will allow existing advertisers to minimise wastage, to target better (overall and by creative message), and to change copy more dynamically.  It will allow new advertisers to enter the medium at lower cost, with less risk, and with more demonstrable results to bring them back again and again.
Value will be added through:
Automated real time buying will give advertisers maximum agility and the application of new, often real time data to complement Route. Havas and Posterscope have already been utilising mobile data from EE for clients such as Nationwide and Emirates, and we will become increasingly reliant on such multi-source data when creating value through programmatic OOH deployment.
Audience based trading  bringing OOH in line with other media (OOH is still traded on an anachronistic cost per panel basis).
Dynamic, often data driven content as exemplified by Eurostar’s Outdoor Planning Award Grand Prix winning campaign from our sister agency, Arena, and our own Low Cost Holidays activity.
Site and creative optimisation throughout the lifecycle of an OOH campaign. Key to this is the real-time analysis of how OOH activity is influencing mobile internet behaviours.
All of this also provides the basis for an auction mechanic where demand can be the driver of price – media owners may be wary of this, but we believe it is inevitable, and that a collaborative approach can find a solution that benefits all.
Consequently I believe that there will be some splintering of the OOH market that separates the above approaches to those that are primarily about driving traditional brand metrics whereby OOH is bought in a more upfront or continuous manner.
Clearly the availability and application of data becomes more important as OOH becomes somewhat programmatic and the winners will be agencies that are best equipped in this respect. Agencies need to exploit datasets arising from 3g, 4G and wi-fi usage, traffic, environmental sensors, social, e/m-commerce, wearable tech…the list goes on and much of the success will be linked to the extent to which agencies engage their in-house resources in the planning of OOH.
With the dynamic creative opportunity referenced earlier, agencies ability to better connect media and creative become imperative and I believe that a long term commitment is needed to achieve this for our clients.
Whilst some of the emerging automation models for OOH are to be applauded, this really isn’t what I see the future as – there is no real-time buying, there is no dynamic targeting, and the ability to serve different creative messages in an ‘adserving’ manner is something that exists already.
I believe the programmatic future for OOH as a much bigger and more exciting opportunity.
There is an enormous advantage to be gained by bringing aspects of programmatic technology and thinking to the OOH medium and that ‘acting in real time’ is the key, helping advertisers obtain maximum value and effectiveness.  This will bring a distinct and game-changing edge to OOH planning and deployment.
Via: The Drum

Tapping in to better insights from big data

James Davies, CSO Posterscope,  appeared in EE feature  ‘Tapping in to better insights from big data’ in the Daily Telegraph Business section.  Davies discussed how Posterscope and EE are using mobile data for location-based OOH advertising.  The article, written by Chris Price, can be read below or accessed online.
” Why Surbiton station is a massive fashion hotspot” 

It may not be a name you are familiar with, but chances are that you will have seen one of Posterscope’s ads on your way to work this morning.
Bus stops, tube stations, even petrol pumps and shopping trolleys are just some of the locations where Posterscope buys advertising space on behalf of its clients, which include ZenithOptimedia, and brands such as KFC and Coca-Cola.
The company was behind the recent campaign to turn the iconic red London bus black, on behalf of Adidas. “It’s one of the few times where you can be walking down the street and you will overhear someone saying ‘look at that bus’,” says James Davies, Posterscope’s chief strategy officer.
The company claims to have around a 30pc share of the out-of-home (OOH) advertising market. With such a vast selection of OOH places to advertise, a large part of Posterscope’s job is to provide intelligence to clients.
“As a client you need specialist businesses to guide you because there are so many options,” explains Mr Davies. “Should I be on petrol pump nozzles or on the side of a bus? Once you’ve decided on the medium, you need to pick the location because with thousands of bus stops out there, you’re not going to choose all of them.”
Traditionally, when planning campaigns Posterscope has relied on proprietary research and industry level data to give some demographic information about a poster site. However, it has now gone one step further and added a “third level” — that of mobile data (mData) in partnership with EE.
Here insights based on anonymised and aggregated mobile network usage data is shared by EE to Posterscope to provide more accurate locationbased information for planning advertising campaigns on behalf of a client.
“mData allows you to go one step further than demographics so you can tell what groups of people are actually doing on their phones at a particular location,” says Mr Davies.
In a recent campaign for computer/tablet manufacturer Lenovo, for example, Posterscope was able to select sites where it knew people were more likely to be looking at technology websites. “As a result, people’s awareness of the campaign was twice as high in these hotspots,” says Mr Davies.
Since it started the mData partnership with EE last October, Posterscope has also used mobile research to uncover a few surprises. Says Mr Davies: “We were looking at places to advertise for one fashion client and were researching where people were looking at ASOS and Very’s websites on their mobile. We discovered that Surbiton station is a massive fashion hotspot.”
 
Source: The Daily Telegraph 

Posterscope Shortlisted for Data Innovation at Media Week Awards

The shortlist for October’s Media Week Awards 2014 has now be revealed, and following more competition and entries than ever before, all the companies to have made the cut have reason to celebrate.
The online judging process involved more than 100 judges –  view here https://www.mediaweekawards.co.uk/judges.
Arif Durrani, editor of Media Week, said: “Due to an unprecedented number of entries, the first round of this year’s Media Week Awards judging process has been brutal. Nearly half of those who entered did not progress through to the next round, so many congratulations to everyone who did make it on to shortlists this year.
“I do feel for those of you left feeling cheated. I hope there is some solace in knowing we’ve never had a year where the competition has been so fierce. The standard of entries has also notably moved on, with the most succinct and persuasive entries becoming something like art forms in themselves.”
The co-chairs of this year’s awards are Claudine Collins, managing director of MediaCom, and Bruce Daisley, managing director of Twitter UK.
The Media Week Awards 2014 will be held on 23 October at the Grosvenor House. 
Data Innovation
Big Data Partnership – Posterscope and EE
Posterscope
Via: Media Week 

Posterscope Extends to Brisbane

Posterscope has extended its Australian presence with the launch of a Brisbane office.
Elizabeth Whipp has been appointed as Agency Director to drive operations in Brisbane.
Elizabeth joins Posterscope from a role as strategic project manager at Bishopp Outdoor. She has also worked with Starcom Brisbane as Group Head & Strategy Manager and held media planning roles at FCB Sydney and ZenithOptimedia and MEC in London.
Joe Copley, Managing Director of Posterscope Australia, said: “Given the opportunities we are seeing in Brisbane, we are now at a point where we need a dedicated Posterscope presence in the market. It’s a great milestone to add to Posterscope’s Sydney and Melbourne presence with our launch in Brisbane.”
“Elizabeth is a fantastic addition to our national team. She’ll be on the ground to benefit our Brisbane-based clients through the specialist planning and buying services of Posterscope and our pioneering approach to making the most of OOH opportunities.”
Elizabeth Whipp said of her appointment: “I love working in the Out-of-Home space and am thrilled to join the world’s leading OOH specialist in Posterscope. I’ve been impressed with the proprietary insights and knowledge of the specialist team, which is essential in the rapidly evolving OOH field. I look forward to building and growing the presence of Posterscope Brisbane.”
Via: bandt

Richard Reed Blogs About Art Everywhere

Following an outstanding successful launch in 2013 with help and support from the great British public Art Everywhere is back again for its second year! Again, we shall be adorning and gracing our streets and transport systems with astounding works of art to make that trip to and from work or school a little bit more interesting and special. And, once again, you the public have voted for your favourite pieces from regional and national collections to create an exposition worthy of any major gallery in the world. The difference being with this exhibition it has been crowdfunded, plus it is entirely free for all to enjoy around the UK.
Of course, none of this would have been possible without the help of our partners from Clear Channel and other media owners in the poster industry, along with partners including Art Fund and Easyart, plus Vue who have made this year’s exhibition a little more extra-ordinary by showing the exhibition on their screens across the summer.
A top new addition to Art Everywhere this year sees an exclusive reveal of a commissioned artwork by a world-renowned artist – all to be revealed on 16th July on digital sites around the UK including the Trafford Centre in Manchester and Coventry House in London’s Piccadilly.
We’ve assembled your selected list of works for our exhibition and posters will be printed and distributed across the UK ready for your viewing from the 21st July for 6 entire weeks providing a stunning backdrop to your summer.
It’s still not too late to help us make this bigger and better than last year and any donation you can make will contribute to increasing the number of posters we can print to reach more places and reward you with your own piece of the Art Everywhere campaign – you can get yourself a limited edition, tote bag, postcard set or even a billboard poster!
Richard Reed
Founder of Art Everywhere

Via: Clear Channel

Posterscope Hires Starcom's Huber for Comms

Posterscope has appointed Starcom MediaVest Group marketing and communications director Gill Huber to the newly created post of group communications director.
She will lead communications strategy across the out-of-home company’s three brands, Posterscope UK, PSI and psLive.
Huber spent 11 years at Starcom rising to her current role from her current position from her post as business director at the agency. Prior to Starcom she worked at OMD and BBJ.
Huber said: “Posterscope UK, PSI and psLive are delivering some of the most exciting, game-changing campaigns across the globe, so aligning communications across each brand will be vital as the group enters its next phase of growth.”
Annie Rickard, chief executive of Posterscope, said: “This newly created role marks the next stage in Posterscope’s evolution. Gill’s extensive experience aligning media and communications strategy across multiple markets makes her an invaluable leader as we grow our global footprint.”
Huber will join Posterscope in August.
Via: M&M Global

AXA Uses EE Mobile Data to Microtarget Outdoor Ads

AXA is using multiple strands of location-based data alongside EE’s data on outdoor smartphone usage to microtarget ads to potential consumers.
The insurance firm says the “game-changing” approach to planning out-of-home advertising will reach decision makers for SMEs, a typically difficult group to reach, by identifying ‘hotspots’ of mobile usage near poster sites.
Brands including Lenovo and British Gas have been trialing the technique since the start of the year in partnership with Posterscope in an attempt to understand how mobile devices can pep up the performance of outdoor campaigns. AXA’s effort, which uses multiple location based data, is being served at scale.
Target areas are initially being established by merging AXA’s own postcode records of SMEs together with industry statistics sourced from the Inter Departmental Business Register to form a map of potential areas. It is then overlaid with insights from Posterscope’s audience panel, data from industry planning tool Route and EE’s mData unit – which tracks the mobile usage habits of audience groups – to identify the most relevant locations before skewing ad placements to mobile hotspots.
AXA says the approach opens the opportunity to identify target audiences through the business contracts EE hold – where by there is less than 10 contacts on the contract – allowing them to infer it’s an SME. Additionally, it can now drill further down into evaluating metrics such as awareness building and sales.
Chris Jones, head of brand and online at AXA UK, says the Havas-planned initiative is part of a wider play to adopt more innovative ways of targeting consumers through data and insight.
It brings into sharp focus a paradigm shift across the outdoor advertising industry whereby brands are using data to target people more effectively by proximity in real-time.
Lenovo ran a two-week promotion for its Yoga Pro 2 tablet in March to reach people in areas where they were actively researching gadget purchases on their smarpthones. Outdoor ads pushed to those hotspots sparked a 200 per cent increase in both ad awareness and purchases consideration, Lenovo claims. Online searches jumped by 150 per cent, the business adds.
Via: Marketing Week