Primesight promotes Chris Forrester to managing director

Chris Forrester has been promoted to managing director of Primesight, from his previous role as commercial director.
Forrester joined Primesight, one of the UK’s largest suppliers of Out of Home (OOH) solutions, in 2012 and was instrumental in repositioning the business around the Results Are Our Culture ethos.
Since he joined the out of home specialist, he has been named as one of Campaign’s top ten commercial directors and also helped Primesight win a two-star Best Companies rating for the last two years.
Naren Patel, Primesight’s chief executive, said: “Chris is a top class operator with tenacity and commercial acumen and has helped reposition Primesight and raise its profile.
“The sales and marketing functions have benefitted hugely from his leadership and it is time for him to add our Development and Operations team to his remit.
“The Out of Home industry has a number of important contracts that are coming up for tender and it will be invaluable to have Chris working alongside me on these developments.”
Forrester said: “I have had a phenomenal three years as Commercial Director and been lucky to work with some extremely talented individuals.
“I’m delighted with the promotion and really excited about the next phase of my career with Primesight and feel privileged to be working closer with Naren and other members of the Executive across the broader business.”

Was the value of the election poster realised? Chris Forrester, commercial director Primesight, debates

As the dust settles on the 2015 General Election, Primesight’s commercial director Chris Forrester focuses in on the real question of posters.
Yesterday Britain voted in the most uncertain election since World War II. Tories are now predicted to win a narrow majority. Ed Miliband rues “disappointing” night and Labour is crushed by SNP, with nationalists winning 56 of 59 seats in Scotland.
Lord Bell wrote in Campaign last month that one of the two election traditions that are inviolate is that “out-of-home advertising was, is and always will be a vital weapon in the political armoury at election time”. I, of course, agree, but I also think that in this election outdoor was more vital than ever before.
We are now in an age of 140 characters where we are put off by “too long, didn’t read”. Unsurprisingly, social media is more active than during any previous election, with Twitter followers focussed on the celebrity leaders themselves. Cameron wins the race with 999,097 among party leaders, whereas Labour leads with 213, 678 followers among parties.
Having said that, only 11% found Facebook, Twitter or any other social media influential (Dipsticks Research). These celebrity leaders attracted a relatively modest audience of 4 million to 5 million voters during the TV debates this season, taking detailed questions on specific policies.
As you would expect, the press picked sides with the surprise of the election so far – The Independent. But did this support carry the same swing as it did in past? Will any of the press realistically be able to claim this morning that it was ‘them that won it’?
Interestingly, I am not sure I’ve ever seen so many column inches devoted to political posters in the press before. Brian Wheeler wrote an interesting article for the BBC on the death of the political poster making me and probably many in the industry wince. The title Where Have All The Posters Gone? leads to the same conclusion as a German journalist covering the election questioning “Where are the billboards?”
It’s not that there weren’t any, just that the electioneering is confined to a few marginal constituencies.
I’m not in one and I haven’t spent any time in any of them, but by reading the press, I understand that awareness surrounding the election is high and media activity, including posters, seemed to have been stronger in these areas.
I went to a Posterscope Pioneers session at the beginning in the year with Sir John Heggarty. As you’d expect, it was a great session with a lot of takeouts, but something that stayed with me was Sir John’s view on brands.
Not quite verbatim, he said brands were made by the people knowing about the product as much as the people who buy it, and it was fame not celebrity that were important.
A number of Byron Sharp’s rules for brand growth follow a similar line at times – continuingly reach all buyers of the category, ensure brand is easy to buy, get noticed, create and use distinctive brand assets and be consistent. The classic poster is not the only way to deliver the above but certainly ticks many of the boxes.
Two parties to me have really stuck out over the past 18 months – UKIP and SNP. Unsurprisingly, both of them made substantial use of outdoor in their campaigns.
It felt that the election started a long time ago for UKIP and it has without doubt stuck to its story throughout.
In Byron Sharp’s terms, UKIP had consistent brand messaging. It had clear and single minded approach and used posters throughout (occasionally defaced later).
It also rallied behind the traditional use of leaflets in windows and gardens in the areas I’ve found myself in. As a consequence, UKIP is now the third biggest party in the UK achieving over 3.7 million votes.
Equally interesting is what has happened north of the border. I was in Glasgow prior to the referendum last year and the city was awash with posters. In this General Election SNP have again used classic posters as a key element of their omnipresent brand building strategy, achieving a much stronger outdoor campaign presence.
No one could doubt they are reaching all buyers in the category – something the main parties in the UK could learn from. Unquestionably, SNP have been the winners of this year’s political campaigning by winning the vote in Scotland.
The classic poster has always been a tweet in time, with the power to build brands in which we trust. Perhaps sometimes we forget what we know, but maybe by the time of the next election, however soon it may be, an old lesson might have been relearned and the outdoor presence of parties will once again lead the conversation.
Via: Mediaweek

Pose with your favourite LEGO Marvel character

LEGO has launched an interactive digital out of home campaign across Primesight screens to support its new Marvel Avengers range. The advertising drive, planned by Carat and Posterscope, kicked off on April 23 to coincide with the UK cinema debut of Marvel’s Avengers: Age of Ultron, which is expected to increase footfall in cinema foyers by 110% according to Digital Cinema Media.
Using cinema D6 screens, the interactive creative invites cinema-goers to take a picture with their favourite LEGO Marvel characters and gives them the option to have the photo sent to their email address. The activity will run for two weeks, when demand to see the blockbuster sequel is at a peak.
Chris Hicks, senior project manager at Posterscope’s Hyperspace division said: “Marvel LEGO superheroes, developed in tandem with Koffeecup and Isobar, invites adults and kids alike to join forces with their favourite Marvel LEGO superhero to defeat the evil Ultron! With its iconic designs and playful irreverence, the world’s most powerful brand is a natural fit for interactive OOH. This experience gives Marvel fans the chance to pose with characters, creating a memorable take-home from their cinema visit.”
Andrew Goldsmith, Agency Sales Director, Primesight said: “Marvel’s Avengers: Age of Ultron looks set to be the biggest box office hit of the year and this campaign perfectly taps into the excitement surrounding the release by promoting LEGO’s new range at the optimum time. The creative makes great use of Primesight’s cinema foyer screens and will be both memorable and unmissable for the target audience of 6-9 year olds.”

Primesight launches real-time reporting platform, Primemobile Live

The online portal, which is open to Primesight’s customers, will provide instant access to consumer feedback by reporting data on campaign awareness and resultant changes in attitudes and actions as they develop during the campaign period.

Clients can now access performance data on their campaigns at the critical time – whilst the campaign is in display. Clients utilising digital displays can also use this real-time data to establish a recommendation to change the weight of exposure, or to make creative changes which will optimise the display towards the most effective creative treatments, and therefore benefit from improving ROI.Data can be analysed by audience segment, individual creative treatment and GPS location. The real time reporting builds on data captured from Primesight’s proprietary tool Primemobile, which tracks consumers throughout their day. It provides instant access to consumers’ ‘in the moment’ thoughts, direct from their mobile device via an API feed, to an out-of-home planner’s PC or mobile internet enabled device.
Mungo Knott, marketing and insight director of Primesight commented:
“Our focus is to deliver effective results for our clients. We have developed this tool to provide them with faster and therefore, more valuable access to data which will help them understand the key audience metrics that their campaign is generating during the critical campaign display period.”
Alistair Hill, CEO of On Device said;

Alistair Hill, CEO of On Device Research, said:

“We are incredibly excited to launch this real-time reporting platform with Primesight. We are connecting traditional and screen format outdoor advertising campaigns with market leading research technology, and meeting a growing demand for 24/7 live access to data.”

Primesight to Roll-Out New Digital Roadside Panels Across UK

Primesight has announced the launch of Network, a new digital proposition that will see the roll-out of a number of roadside panels across the UK.
Currently the only national digital roadside out-of-home initiative in the country, the roll-out will allow advertisers to combine traditional posters with the same sized digital formats in an effort to “amplify messaging” during a campaign’s most relevant periods.
The roll-out will begin with five panels across London, Edinburgh and Glasgow.
In London three new digital sites will be available for advertisers on Shoreditch High Street, Commercial Road and Wandsworth Bridge Road, bringing Primesight’s total digital sites in the capital to 12.
The digital sites in Scotland will include the M8 – the country’s busiest motorway heading towards Glasgow city centre – while the new sites in Edinburgh will be located on Salamander Street where they will target commuters and traffic travelling west into the city.
The second phase of the roll-out is expected to happen later this year and will see new digital panels in Bristol, Cardiff, Leeds, Liverpool and Newcastle.
Primesight hopes to achieve 50 new digital panels by the end of 2015.
Via: Media Tel

Route: One Year On

Will the results of our research act as causation for business change? It is a fundamental question that is perhaps too infrequently asked.
Research is big business in the advertising media industry, and it is fuelled by three primary drivers.
Firstly, the requirement for the media owner to provide accountability for the media estate that they own.
Secondly, for the advertising agency to capture insight which gives them a specific and valued viewpoint.
Finally, for the client to seek an understanding which can be harnessed to improve the communication of their message.
In theory, these three drivers should work in harmony, as the profitability and sustainability of all three parties are closely aligned.
Enter stage left Route, the out-of-home audience measurement system. A project funded by the powerful combination of two of these three stakeholders – the media owners through the Outdoor Media Centre and the agencies through IPA Outdoor, to the tune of some £19,000,000 and still counting. That entrance was on 26 February 2013, now one year ago, and yet the show remains firmly stuck in Act 1.
It has taken the last 12 months to introduce all the main cast members, roadside, bus, Underground and train. Indeed, we still await the arrival of some important character parts – retail, airport and pedestrian environments.
Further additions such as leisure and taxi audiences are expected to follow in 2015. This is not to say that the show has gone wrong. Make no mistake, this is a huge, ambitious and ground-breaking piece of work. And in the field of “science or technology” it has been recognized as such by the Government, with special status due to the gaining of new knowledge of “big data” collection and analysis
As a result of its complexity, it was agreed that the introduction of Route data into the market would take place in stages. This would allow for the concentration of development resources, for the market to begin to assimilate the data, and as is always the case when there is a requirement for significant business process change, time for people to embrace it.
From what is currently available, we have already identified three valuable principles.
Firstly, the principle of “Enabling Efficiency” by using Route to help select the most appropriate groups of frames for a defined audience within any one format, it is now possible to improve the quantity of impacts achieved. This has long-term implications for demand, supply and therefore pricing of frames against their ability to deliver audience, rather than the proxy legacy of real estate size.
Secondly, the principle of “Driving Planning”, because the consistent methodology of Route unveils the true comparative audience impacts delivered within different environments and by different format types. An emotional or subjective preference for one choice over another will need to be qualified by its measured delivery against the target audience in comparison to the alternatives.
Thirdly, the principle of “Authenticating Knowledge” by revealing such facts as, perhaps surprisingly, it is still the traditional billboard which can collectively deliver the greatest audience reach per 1,000 frames out of any individual format.
This research is certainly bringing us new and relevant information. Integration with TouchPoints, which is being developed by the IPA, and further investment into integrated systems will allow Route data to be used alongside other data and additional sources increasing the relevance of the output for all parties.
It will also provide a much improved data source for econometric modelling which has been poorly supplied with inadequate out-of-home data, creating relatively low-grade and therefore less-reliable analysis and forecasting.
As we enter its second year, the stage is now set for Act 2 ,where the industry has the opportunity to bring this data to life. That is to meet the challenge of the fundamental question and actually change planning and trading practices to more accurately reflect our quantified understanding of how out of home reaches audiences.
It is never easy to change established practice and process, but we need to do that before we can applaud ourselves and realise for all the stakeholders the value of our investment.
Via: BrandRepublic

Andy Goldsmith joins Primesight as Agency Sales Director

Primesight has announced the appointment of Andy Goldsmith as Agency Sales Director, as reported by The DrumOutput Magazine and M&M Global.
Goldsmith takes on the role as leader of the agency sales team to devise and implement the outdoor media owner’s agency sales strategy.
As a senior hire, Goldsmith will lead the promotion of Primesight to agencies and advertisers, representing Out of Home advertising and articulating the organisation’s Results Are Our Culture proposition across the industry. His role will focus on bringing Primesight’s client offering to life, highlighting the quality of its site portfolio and showcasing the results of innovative outdoor campaigns.
Joining Primesight from Global Radio, Goldsmith previously led the Omnicom team there as Agency Director. Prior to this, he spent ten years at IPC Media, working his way up through various positions to Group Ad Director on Men’s & Music titles.
Chris Forrester, Commercial Director, Primesight said, “Developing and maintaining strong relationships across the media industry is intrinsic to our business. Andy is highly experienced in the media landscape and we’re really pleased to have him on board to represent the organisation to senior figures and communicate Primesight’s Results Are Our Culture mentality to the outdoor market.”
Andy Goldsmith commented, “The outdoor industry is one that has kept pace with the digital revolution I’ve witnessed throughout my career. Innovation and creativity are key to successful outdoor campaigns and Primesight’s Results Are Our Culture approach highlights how the oldest medium maintains its strong impact on consumers today. I’m really looking forward to representing Primesight in the outdoor market.”
Goldsmith begins his new role at the end of January. He will be leading a team of three Business Directors: Nigel Fung, Stephen Rackham and Dan Sharp.