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Art Everywhere at Cannes

Art Everywhere by Posterscope and Vizeum has been selected to represent the Dentsu Aegis Network at the ‘Act Responsible’ exhibition in Cannes. This is the very first time that CSR will have a presence at the Cannes Lions.
Situated next to the Cannes Lions Hall, the ‘Act Responsible’ exhibition aims to show how the advertising industry supports charities and causes with pro-bono campaigns. Additionally, online and local visitors will have the option to vote for their favourite ‘Act Responsible’ campaigns of 2013.
For more information, click here.
To vote, click here.

2015 Election Countdown: Will Ad Tech Help Revolutionise Campaigns?

Glen Wilson, Posterscope MD, discusses how digital out-of-home advertising platforms offer political parties the chance to tweak policy messages like never before.

With less than a year to go until the 2015 general election, and following Ukip’s win at the European elections, Britain’s political parties are already drawing battle lines. However, this time they are armed with the latest advertising technology. Just as Obama’s 2012 victory was boosted with social media, next year’s election will be fought with a world first: a powerful combination of real-time data and digital out-of-home (DOOH) advertising platforms. This means parties will gain the ability to react instantly to opponents’ announcements, dialling up campaign messages based on political polls or real-time social media sentiment analysis. This has the potential to revolutionise political campaigns, like we’ve never seen before.
Out-of-home (OOH) advertising has a long history in UK political campaigns, with billboards and posters featuring prominently in many UK elections. In 1979, the famous “Labour isn’t working” poster helped Margaret Thatcher achieve electoral victory and in 2001, Labour’s controversial mash-up of Margaret Thatcher and William Hague made headlines. In fact, OOH has become such a key part of election campaigns that political parties spent £7m on outdoor adverts in 2010, equivalent to nearly a third of total political ad spending.
Today, OOH remains one of the most popular and powerful political campaigning channels. This has been demonstrated in the run-up to the European parliamentary elections, with Ukip’s successful campaign and controversial national billboard poster campaign. Funded by businessman Paul Sykes, the campaign features a series of provocative statements about the European Union and the impact it is having on UK families.
With TV campaigning opportunities limited to the party debates, it’s unsurprising politicians choose to focus on OOH efforts. However, campaigners also recognise this method has the ability to reach a large audience where they spend a significant percentage of their time: out of their homes.
In the US, DOOH was hugely important during the 2012 elections. Digital signage and digital billboards were a significant component of political campaigning. For example, Mitt Romney’s campaign used digital billboards in states such as Florida and Colorado to coincide with Obama’s campaign rallies, while Obama’s campaign launched a digital advertising campaign throughout the DC Metro system to target voters in Northern Virginia. Rock The Vote, an organisation which aims to encourage young people to vote, also capitalised on DOOH during the election to raise awareness with young voters. Its “We Will” campaign, which aimed to defy voter suppression, incorporated digital billboards in high visibility areas.
With access to big data insights from polling information, together with the flexibility of using a digital screen, English political parties will be able to increase or decrease the severity of campaign messages depending on how they resonate with the public, and tweak policy messages depending on public sentiment. They’ll also be able to drill down into location-based data, which will provide parties with the flexibility to address specific local issues, and strengthen the campaign in areas where they might not be polling strongly enough.
There is no doubt this technology, powered by real-time information, has huge potential for British politicians. We will no doubt see ads that are more innovative and more targeted than ever before. I can’t wait.
Via: The Guardian

It Cost £19m to Create. Is Route Worth It?

The audience measurement system took five years to make, but is it fulfilling its potential? Maisie McCabe reports.
Since outdoor’s big audience measurement system, Route, launched in February last year, most people in the sector have refrained from publicly criticising it. Yet mutterings of discontent persist. Agencies are still working out how they can use the data, or whether they should use it at all.
Route, or Postar 2 as it was originally known, was conceived as the most comprehensive outdoor media measurement system in the world. In addition to audience data for roadside panels (which Postar 1 provided), Route measures the reach of posters on the London Underground, on buses and in shopping centres. The project cost outdoor media owners £19 million and rolled out three years late. Some believe it should have been delayed even further.
The problem with developing an audience measurement system over five years is that media moves so quickly. Route used GPS meters to track people’s movements; now you can get that data and more from mobile operators. Moreover, by buying a planning system off the shelf rather than creating a bespoke one, industry insiders say Route missed an opportunity to get the most out of the high-quality data.
The two biggest specialists, Dentsu Aegis Network’s Posterscope and WPP’s Kinetic, decided not to rely on Route’s Telmar Quantum planning system. Instead, they built their own – at a significant cost – to crunch raw data. Interpublic’s Rapport waited until it had the data to make a decision and is now planning its own. Talon, which works with Omnicom agencies, uses the system along with other data sets.
Another issue (and some would say a minor problem) is the reliability of the information media owners provide about their poster sites. Grumbles from some quarters suggest some of the larger media owners have been slow to update information about the angle and viewability of their sites. Others counter that this process is happening but, due to the sheer volume of sites the Outdoor Media Centre needs to validate, it takes some time.
Although everyone can agree that the data is world-class, there is still much work to be done.

MAYBE Chris Marjoram, managing director, Rapport UK

“Route is genuinely ‘big data’, which is changing the way we plan and buy out-of-home. Yet not nearly enough is being done with this rich data set, which the industry as a whole must take responsibility for. Collectively, we must do better.”

YES Annie Rickard, chief executive, Posterscope

“Route is fulfilling its potential for Posterscope clients but only because we’re investing heavily behind it. Our system can deliver more audience. We’ve increased effectiveness by fusing Route with third-party data sources such as EE.”

YES Nick Mawditt, director of insight and marketing, Talon

“Route is giving out-of-home much more. But we have more to achieve in terms of translating behaviour into delivering real-time impacts. We need to embrace mobile data as part of Route so a more integrated solution is on offer.

NO Tim Bleakley, chief executive, Ocean

“Outdoor is where you can reach light TV viewers in droves and at a discount versus ITV. When Group M has diverted £100 million to digital out-of-home to prop up the declining ABC1s they reach on TV, I’ll know Route has taken root.”
Via: Campaign Live

Milka Tender Vending Machine

psLIVE and Posterscope Iberia developed the ‘social vending machine’ for Milka’s ‘Dare to be Tender’ campaign.  Residents in five Spanish cities, Bilbao, Seville, Madrid, Valencia and Barcelona, exchanged ‘tender’ messages on Twitter using hashtag #porunmundomastierno in return for their favourite Milka chocolate bar.  The campaign also featured hostesses to encourage people to participate at the shopping malls, where the fully branded vending machines were located.
Over a five-week  period, more than 5,300 tweets from the machines were received.
[youtube width=”300px” height=”200px”]f_6b-nmUfdo[/youtube]
 
 

Posterscope Steals the Show at the Clear Channel Outdoor Planning Awards 2014

OgilvyOne and Posterscope have won the Grand Prize for the #lookup campaign for British Airways at this year’s Clear Channel Outdoor Planning Awards, held in association with Brand Republic.
The campaign also won the Best use of Innovation in outdoor.
Posterscope also took awards in Best Use of Outdoor in Multimedia for the ‘Skyfall’ DVD release with Vizeum, and Best Use of Continuity with Coca-Cola’s #shareacoke campaign, with Vizeum, MediaCom and Liveposter.
Chris Pelekanou, commercial director at Clear Channel UK, said: “It’s been another great year for outdoor advertising, which was full of fantastic innovation and creativity. This year’s winners really were the best-of-the-best. By putting brilliant planning at the front end of their campaigns, they reached the right people in the right places at the right moments.”
Philip Smith, head of content solutions and studio at Brand Republic, who chaired the judging, commented: “Every year the entries push the boundaries further in terms of scope and innovation. The huge advances in the opportunities that outdoor and DOOH offer have led to planners really thinking creatively and coming up with some fantastic, well-executed campaigns.”
 

Best use of outdoor in multimedia

Fox Home Entertainment, Skyfall, “Skyfall DVD” by Posterscope and Vizeum
Highly commended: #scrabblechallenge for Mattel by Posterscope, Carat, Liveposter and Oakwood

Best use of digital

Highly commended: Mini, “Mini not normal” by Posterscope, Vizeum, Iris, Liveposter and Koffeecup

Best use of innovation in outdoor

British Airways “#lookup” by OgilvyOne and Posterscope

Best use of continuity in outdoor

Coca-Cola, “#shareacoke” by Posterscope, Vizeum, MediaCom and Liveposter
Highly commended: BT, BT Sport, “channel launch” by Posterscope and Liveposter

Grand prize winner

British Airways “#lookup” by OgilvyOne and Posterscope
 
​For the full list of winners and commended entries, visit www.clearchannel.co.uk/planningawards.

Outdoor Can Change the World

Posterscope hosted a workshop at AWE which discussed how ‘Outdoor Can Change the World’. The panel, chaired by Charles Vallance, chairman of VCCP, consisted of Glen Wilson, MD Posterscope, Michael Iskas, Global Chief Innovations Officer, Carat, Chris Gobby, Head of Data, EE and Theo Theodorou, GM EMEA, xAd Location Based Mobile.  
During the session Glen Wilson discussed how in the next five years half a billion pounds in revenue will shift into the OOH space.  He argued that OOH is one of the few media benefitting from the perfect storm of convergence and connected people, connected spaces and connected inventory. And that, how people behave in this OOH space and how they will be influenced by the huge technological changes, has the potential to become as powerful a communications phenomenon as that which we’ve witnessed online in recent years. Glen also discussed the impending rise of the mobile wallet, how people will be further empowered to react to and interact with content they encounter when they are out and about, the emergence of wearable tech, the importance of location based targeting, and data, and the increasingly symbiotic relationship between mobile and out-of-home.
Theo Theodorou then talked about the role of mobile and how it can be the enabler to drive interaction between physical OOH placements with digital interactions.  He discussed the need for greater education and understanding in the market around how location can be used, and how with location, mobile becomes a real-world cookie able to link OOH, the physical world, with the digital world to understand people’s behaviour and intent.  Theo also focussed on how mobile can start to provide some of the key answers to measurement, validation and ROI.
Chris Gobby continued the theme of data. For example, data showing where people shop on their mobile, which sites they visit before going to a shopping centre or sporting event, what people are doing in certain locations…and how that insight, in conjunction with other data sources, such as Route, along with the continued development of digital will really drive a step change in the way OOH is planned and optimised, and ultimately invested in. He concluded the mix of OOH, mobile and data will be the driving force behind increased revenue in the OOH industry.
Michael Iskas then took the floor with his view on what the OOH industry needs to do in order to generate the additional half billion revenue mooted. Michael focused on the need for innovation to change clients’ perception of the medium and what it can do for their businesses. He discussed the speed of culture and the speed of commerce, the need for real-time / right-time to deliver content that is relevant at the given moment to the given person in order to deliver increased equality metrics, and in particular the technological infrastructure, such as a real-time bidding platform (accessible to any company of any size) required to deliver this.
The workshop concluded with a Q&A session.
To hear the full session click here

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.

Please click here to read it.

Posterscope Launches in the Philippines

Posterscope  launched in the Philippines this month and will be introducing its suite of media solutions in the market including out-of-home planning, buying and research. Posterscope Philippines will be headquartered in Makati City, and is aiming to transform OOH with technology that will provide consumer centric planning and ROI analytics on OOH properties across the country.
Posterscope has an existing Prism suite of tools and Out-of-home Consumer Survey (OCS) system of 3,000 consumers and their attitudes towards OOH across Philippines. The agency hopes to give marketers insight into consumer behaviour, out of home, which can be specifically targeted.
The new office, which joins a global network present in  27 countries, will be led by Vinay Goel as General Manager, Posterscope Philippines. Mr Goel was working with Posterscope in India since 2008 as Senior Business Director.
Via: Asia media Journal

My Media Week: James Davies

This week, James Davies, chief strategy officer, Posterscope, parties with the mobile community hipsters in NYC (absinthe cupcake, anyone?), prints a new shirt button (duh…3D printers) and affirms his philosophy of always hiring people smarter than yourself.

Monday

This week I’m in NYC as I dedicate a portion of my time to helping advance our US operation. My focus is to help export some of the science and innovation in planning from the UK and bring back the latest in ad-tech and mobile from the US.
I’m up at 4.45 am and check the weather forecast for New York. It’s minus 16. Great. Double check I’ve packed a selection of hats, given my follicular challenges.
A trip to the airport via Cromwell Road where ‘The Lego Movie’ and Land Rover are battling it out, having chosen their respective weapons of Clear Channel backlights and JCDecaux digital screens. In my humble opinion, Lego lost that round, having missed the obvious but surely brilliant opportunity to build giant 3D Lego characters climbing all over their posters. I’d have thought that would have been the easiest creative media sell ever.
My daily news routine consists of the email digest of global business news from Quartz on my mobile and Twitter via Flipboard on my iPad. My Top twitter picks include @Paul_Framp, @thenextweb and @lifehacker.
Make it to Heathrow with time to spare. I always love using BA’s boarding pass app, especially when followed by someone who has obviously never seen this happen before. Deriving pleasure from this probably makes me a bit of an idiot.
After an incredibly productive seven-hour flight, I arrive at our mid-town (isn’t that what they are trying to call Holborn now?) offices in time for my second lunch of the day. This is followed by meetings that include a session at CBS Outdoor USA (they are not part of the new Exterion operation) at which CEO Jeremy Male makes a pleasant surprise appearance. The meeting goes well, which distracts me from the fact that my body clock says its 10.30pm.
It’s hard not to feel energised here and the combination of jet lag and trying to cram in as much as possible means it’s always the city that never sleeps for me.

Tuesday

I’ve chosen convenience over cool for this trip, so I only have a 10-minute walk to work from my hotel.
On the way to work, I use mobile augmented reality to find the Starbucks opposite our office, buy a holiday from a nearby NFC enabled poster and get pinged by an i-beacon, which reminds me to buy breakfast. I also pop into Best Buy to spend $75 on an ink cartridge for the 3D printer so that I can print a new shirt button. I consider watching the Lego movie trailer on my phone after seeing an ad in the newspaper, but I don’t bother as it didn’t feature a QR code – an opportunity missed.
Today is mostly about internal meetings – and I run a training session on real time digital OOH.

Wednesday

Things have warmed up a bit versus the forecast, so it’s only minus 10 degrees on the way to work today.
My over-scheduled diary causes inevitable chaos and my assistant and I have to rearrange the whole remainder of the week. She thinks it’s hilarious. I think she should probably hit me.
Drinks with our senior leadership team in the innovative Pod 51 hotel. Innovative means tiny rooms in this case, but fortunately the bar selection is far from Lilliputian and we have a great time. Apparently they have a really good rooftop garden bar, which we decide not to check out.
The snow hits New York. The snow also hits Atlanta, where it apparently doesn’t snow. The TV news teams jump on this opportunity to be extra American and deploy ‘Snow Team 4’ to the streets of Manhattan.
I get to check out an hour of TV, to which US marketers are still enormously wedded. It accounts for around 40% of adspend, but watching tonight it’s hard to see why – it’s not all ‘Breaking Bad’ and ‘Modern Family’. The majority is low-rent reality TV, poorly attended live sport and not-funny comedy, plus the local ads are appallingly cheesy.

Thursday

Today’s selection of meetings, web-exs, conference calls and Skypes include an update with the UK team on our data partnership with EE. Our pilot, whereby we are using mobile website and app data to optimise OOH location selections, is going brilliantly.
The team has been busy uploading batches of m-commerce data into our new proprietary planning application and using its algorithm to work out the most effective applications of the data. Someone once told me to always hire people who are smarter than you and today’s conversation confirms my success in this area.
Drinks with our mobile display partners, xAd, tonight. They have built an amazing business in the US through their location-targeting accuracy, self-optimising geofences that shapeshift throughout the campaign, and a measurement panel that assesses real-world actions resulting from mobile and OOH exposures. We’ve recently extended our partnership to cover the UK too.
The party in the basement of Chelsea Market populated by NYC’s mobile community is definitely Super-Hipster. Fortunately, I’m wearing my trainers. I get asked for ID on the door, which must be a ploy to make people like me feel good. I vow to avoid the shots, gin lollipops and absinthe cupcakes. I eat an absinthe cupcake. It’s actually very nice.
I call a cab using the Uber app and it turns out to be an Escalade, which makes me feel very gangsta rapper.
Back at the hotel, I realize I’ve forgotten to eat anything apart from the cupcake and there’s no food in the minibar, so I have a packet of Rolos for dinner and fall into bed.
More snow.

Friday

It’s a half day in the office before I head back to London. I think I’ll take my kids to see ‘The Lego Movie’ tomorrow…all because of that poster on the Cromwell Road of course.
Age: 39
Favourite media: Rap music (it’s full of ads which I guess is called earned media)
Biggest inspiration: The constant flow of tech entrepreneurs that I get to engage with.
Dream job: Judge on the ‘X-Factor Hip Hop’
Not a lot of people know this about me… I used to be a pirate radio DJ
Via: MediaWeek

Posterscope announces the appointment of Ben Milne as Head of Innovation

Posterscope UK has announced the appointment of Ben Milne as head of innovation, joining the UK operation from his current role as MD of Posterscope China. The new role sees Milne ensuring Posterscope’s output pushes the boundaries and incorporates the agency’s ecosystem approach to OOH planning; Milne will also take a seat on the board working alongside senior management.