Amscreen Partners with Sharp to Create Affordable, Scalable Outdoor Digital Screens

The new exclusive deal between Amscreen and Sharp will enable the roll-out of technically advanced, large screen digital display screens by the end of 2014.
Unlike Amscreen’s current network of smaller digital screens operating at point of sale throughout Tesco’s petrol stations, as well as retailers such as WHSmith, Londis and Spar, the new screens will be available for any outdoor company to acquire.
The screens will be six-sheets, best known for being the size of traditional bus stop posters, and can be used within bus shelters and roadside sites, as well as windows and other indoor sites and shopping centres.
Using Amscreen’s patented networking and content delivery systems, the “plug and play” screens promise to make a fully connected and scalable network an affordable reality for both existing and potential outdoor players.
The new Amscreen and Sharp produced screens are currently in the prototype stage, but Sugar said initial feedback from potential customers has been “fantastic” and the screens will be available in the marketplace “towards the end of the year”.
The new format screens will all have the option of embedding Amscreen’s face tracking OptimEyes audience measurement technology at a premium, or can simply be used as off-the-peg, digital screens.
The deal follows more than two years of development at Amscreen.
Via: Media Week

McDonald's Gives Piccadilly Circus Sign Interactive Overhaul

McDonald’s high-profile advertising sign in Piccadilly Circus has been overhauled to become a “gigantic interactive visitors’ book”.
Leo Burnett, the fast-food company’s creative agency, has created a fictional world called “Little Piccadilly”.
As people pass the McDonald’s screen, they will be invited to create their own animated character on the website and send it to the screen through their smartphone. The character will then appear on the screen in “Little Piccadilly” shortly afterwards.
The characters will be rotated on the sign, meaning each character effectively becomes a permanent resident on the sign. The sign will work 24/7, 365 days a year and the background will change to reflect the real-time weather and season conditions, such as rain, sun, night.
The agency claims this will make it the world’s first digital advertising screen to be fully interactive.
McDonald’s says this new sign reflects the “democratic values” of its brand, by allowing everyone to make their mark on one of the world’s most visited places.
There are more than 300 million possible combinations of illustrated artwork and animations, so the same thing will never be shown twice.
Little Piccadilly is a long-term initiative and the agency plans to add new functionality over time, such as messaging and real-time games.
Via: Brand Republic

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

JCDecaux to Trade on Audience Insight for New SmartScreen

JCDecaux has unveiled SmartScreen, its new insight-driven digital network of six-sheet screens, which will launch across 400 Tesco stores nationwide on 7 April.
The scheduling system, called JCDecaux CAPTAIn, will be powered by dunnhumby insight to help brands schedule advertising messages to shoppers across the UK.
It will automatically increase or reduce the frequency of display according to audience insight in order to show creatives at optimal times.
Chris Felton, the head of agency marketing at JCDecaux, said: “There may be certain times of the day or month when product sales are at their highest. So we can work with brands to figure out when this is and we can then target relevant groups of shoppers based on those findings.”
The outdoor industry has long talked about moving away from trading posters and digital sites on a panel basis and JCDecaux hopes that SmartScreen will be part of a move towards delivering campaigns based on a clients’ target audience.
SmartScreen research found the sales uplift by digital screens is nine per cent higher than non-digital posters at supermarkets.
Via: Brand Republic