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Exterion Media launches its Tech Research Hub

Exterion Media has launched its Tech Research Hub, a free interactive online dashboard to help marketers understand the tech preferences and habits of today’s urban consumer.
The Tech Research Hub displays the urban audience’s attitudes to various hot tech topics, including smartphones and app use, wearable tech, gaming and computing, canvassing the views of urban consumers from Exterion Media’s online urban community work.shop.play. provides media planners, clients, agencies and other researchers with the ability to investigate a wealth of data, tracked over the last 12 months, via an easy to access and use online dashboard.
Data released today from the Tech Research Hub underlines just how comfortable this audience is with using the latest technology. For instance, it finds that:
– More than half of the urban audience use their smartphones for watching TV (55 per cent)
– Nearly 70 per cent of Londoners feel lost without their mobile phone
– Across the UK, Apple is the preferred brand when buying a smartphone, followed by Samsung, Nokia and HTC
– Smart watches are the most appealing form of wearable tech for urbanites, with 37 per cent stating their preference for these
– 35 per cent of urbanites have used contactless payment
By offering in-depth insights into urban dwellers and their technology preferences, the Tech Research Hub helps marketers, advertising agencies and retailers to develop the most effective Out of Home (OOH) advertising campaigns for engaging with the urban consumer. It includes a creative gallery, featuring examples of compelling OOH advertising campaigns to inspire brands, and links to relevant in-depth industry reports and news stories.
Malcolm Stoodley, Commercial Director of Exterion Media, added: “We’re often asked by clients for evidence of how consumers are really using the latest devices and technology to help them decide on their marketing priorities. Our online urban community work.shop.play. is the perfect forum for discovering exactly what they expect from technology today and in the future and Tech Research Hub is the best way to access this insight. We hope marketers will take these fascinating insights and use them to engage audiences more effectively and inspire great OOH campaigns.”

'How technology is shaping the future of advertising' -Live Q&A

Out-of-home (OOH) advertising could benefit most from the digital revolution. Photograph: Patrick Batchelder/Alamy
The ad industry is entering a new era. Never before have brands, advertisers and marketers had the opportunity to both reach and better understand their target consumers. Through data based-services, location and mobile advertising, brands are finding ways to personalise marketing to individual customers, offering them access to real-time offers, local services and personal recommendations.
Advances in technology have allowed for more innovative approaches to out-of-home advertising, with location technology used to offer more immersive, interactive experiences for consumers.
These advances throw up several questions: what impact do new technologies have on ad approaches and how do brands and agencies make the most of these new opportunities? What’s the best strategy for brands? How do they choose which one to adopt?
With new tech, the onus is on brands to communicate the value of these forms of advertising to their customers, taking into account the implications for consumers and how concerns over security and data usage are best addressed.
To provide valuable analysis of these issues and more the Guardian assembled a panel of industry experts on April 27th, and here are some of the best insights on how new digital platforms and devices are changing advertising and marketing:-
 Glen Wilson, Posterscope
Relevance is key, but don’t forget privacy
There is huge investment in digital OOH infrastructure both in the UK and worldwide, but there needs to be more agility in terms of the way that it is sold, bought, planned and approached creatively.
Location has the potential to massively impact on the effectiveness of marketing campaigns. A better understanding of what you as a consumer might be interested in allows more relevant and therefore effective advertising.
Certainly when we ask people about what sort of thing they want to see from advertisers in the OOH space, they consistently say more relevance: relevance to my environment; my city; what I’m doing now. Location data helps us deliver this relevance, but we must always be mindful of privacy.
Jide Sobo, MEC
Technology is the enabler, not the message
Tech is great, but the most important thing for advertisers is to think how you can deliver value for your consumer. Think about the message and how you want people to feel, or what you want them to do, then think of the best medium to deliver that.
On the relationship between technology and creativity
Creativity is lagging behind tech, but that’s often the way. We develop new tech and then work out what to do with it. Look at QR codes, near field communication (NFC) and so on. Great tech, but nobody has really worked out what to do with it from an ad perspective.
Monica Ho, xAd
On location services in advertising
Location data goes far beyond just the “where” to better define the “who” and what they might be interested in. By looking at a user’s offline behaviour patterns, you cannot only begin to understand what they like through frequency of visitation and affinities, but can also understand more about who they actually are based on what they do outside of the home. By harnessing this data you can build a more precise view of who your audience actually is.
Don’t write off out-of-home (OOH) advertising
Mobile helps enhance the outdoor experience by allowing an extension of the billboard messaging on to a device that can drive not only engagement post-message, but is a way to track that someone has actually seen the message in the first place.
Scott Ross, DigitasLBi
What are the issues facing the future of the ad industry?
Tech is continuing to expand, connect and complicate advertising. There is no single answer for where we’re going; things will continue to get fuzzier.
Brands, ask yourself: what am I doing to experiment more, fail faster and pivot sooner for my clients and customers? Can I keep my advertising modern, embrace technology, be real-time and relevant without crossing the line of privacy and angering my audience?
 Matt Wilkins, RetailMeNot
On smartphone and digital screen ads
Obviously the technology is fairly new and there’s still lots for advertisers to learn, but there is an ever evolving advertising opportunity. We’re seeing people browsing for things to buy on their commute, interacting with retail sites while on the high street, so digital screens and new technologies will pave the way for brands to reach those people at the times when they’re already looking to interact.
Mark Brill, lecturer, consultant and strategist
Users make the channels, not brands
Just look at messaging (SMS and now Snapchat and WhatsApp); they were not brand-driven. I am wary of too much advertising activity from brands, but I suspect that it won’t put off users. The adoption of wearables will come from the benefits to the users regardless of what brands do.
On the potential of virtual reality for marketers
It’s an interesting technology that can deliver a highly immersive experience. I think there are some specific applications, such as health, where it can be amazing. However, I doubt that it will become a media channel for brands in its own right. Gamers love it, but for everyone else, I’d say it’s niche.
 Fergal Downey, BoscaBox
What does the next five years hold?
The internet of things has the greatest potential to bring radical disruption to how we communicate today. If everything is connected and automated all the way down to product packaging, it has the potential to open new markets we’ve not thought of yet (and close down others).
 Brad Poole, Travelodge
On the interaction between print and digital
Traditional formats, such as print, will always have a place, but publishers need to work hard to think of innovative ways to create synergies with digital channels. This trend has been true for a while now, where digital can provide an added layer of detail or hidden value to a piece of communication.
Click here for the full transcript of this webchat, which was provided by xAd
Via: The Guardian Media and Tech Network

Clear Channel charges forward with investment in weather-sensitive technology

Clear Channel is investing in weather-sensitive technology for its larger digital screens to adjust their brightness according to changes in the weather.
The investment follows the installation of Clear Channel’s first solar powered bus shelter and billboard in the last 6 months.
Chris McClelland, specialist partnerships at the outdoor media owner, said it wanted to exploit a growing trend for advertising campaigns to interact with the weather. Brands including Stella Artois and Corsa have experimented with weather-activated outdoor ads as they look for new ways to build engagement from the ad formats.
“We’re seeing more and more digital campaigns activated by a change in temperature or even an increase in pollen count – it’s great to see technology being used to add an extra level of contextual relevance.”
Clear Channel recently released new research which found that the out-of-home sector needs to better educate marketers on emerging technology due to low levels of awareness. The study of 200 marketing professionals showed that less than a third were aware that the medium offered contactless technology, motion detection, QR and NFC integration or facial recognition technology.
Via: The Drum

OOH needs to educate on emerging technology

As outdoor advertising takes the digital world by storm, the industry must work harder to show marketers what’s on offer.

 New research highlights the vital role that the out-of-home (OOH) advertising industry must play in promoting its digital capabilities, as less than a third of marketing professionals said they were aware that the medium offered contactless technology; motion detection; QR and NFC integration or facial recognition technology. This is according to a survey of more than 200 marketing professionals released today by out-of-home (OOH) advertiser, Clear Channel UK.
In Clear Channel UK’s Look Again report, ‘innovation’ was cited as one of the top buying considerations among marketers under pressure to find new ways to reach mass audiences as the ubiquity of mobile devices sees linear television audience figures, in particular, dwindle.  Among the innovative technologies dubbed most exciting to the marketers surveyed were environmentally friendly technology (70%), motion detection technology (67%), contactless technology (70%) and use of NFC/QR code technology (72%).

Sarah Speake, CMO at Clear Channel UK, commented:

“We are at the point where many marketing professionals’ perceptions are at odds with the new levels of digital sophistication available across the OOH medium.  In the UK, millions of pounds worth of investment in digital over the last few years has created a medium that is capable of delivering broadcast reach, measurability and brand fame at a national and regional level.  It’s no coincidence that some of the world’s top brands are already taking advantage. It’s now paramount that we educate the masses on the new digital opportunities available as well as reiterating the strengths of our traditional formats.”Aside from digital, the industry has invested heavily in audience planning, intelligent content and data platforms such as Clear Channel’s ground-breaking Play IQ. Yet the research findings would suggest that this news isn’t reaching marketers.
Speake concluded:
“Today Clear Channel is transforming bus shelters into tweet-activated vending machines and ad-serving aeroplanes. There’s a wealth of sophistication available across the medium to tap into. It’s our job to shout louder and champion the new capabilities on offer to help our customers engage their audiences on a deeper and more meaningful level. Today marks the beginning of this journey to create the future of media, out-of-home.”
This data forms part of Clear Channel UK’s Look Again research, based on a survey of 200 marketing professionals, and qualitative research of 10.
For more information click here

 

Lenovo Launches Interactive Screen at Waterloo

More than 123,000 people interacted with Lenovo’s digital takeover of Waterloo station in London last Thursday (30 October), which was designed to promote the computer technology brand’s new Yoga range.

The marketing event’s main feature was the Motion @ Waterloo digital screen, which let the public add their faces to a series of bodies performing Yoga moves using a dedicated mini-site. Ambassadors from the brand were positioned in the central concourse of the station to demonstrate the company’s new laptop and tablet offerings, while the screen was complemented with static posters on both the Underground and in the main station.
The campaign was further augmented with a morning appearance from Made in Chelsea star Alexandra ‘Binky’ Felstead, who uploaded her selfie to the screen.
Lenovo created the campaign in partnership with Total Media, Media 5, The House Worldwide, Posterscope, Liveposter, JC Decaux and Exterion. Total Media estimated that overall, 34 million people were reached by the campaign.
Mike Etherington, UK and Ireland marketing director and EMEA digital marketing director at Lenovo, told Event: “We like doing clever things at Lenovo. For instance, if you’re in the vicinity of the area today, you’ll get advertising saying ‘come up to Waterloo and check this out’. That’s something you couldn’t do five years ago. People are amazed that they can be in a real-life advert in less that two minutes.”
Sian Lawrenson, Lenovo’s UK account director at Total Media, added: “We’ve seen that more 50% of targeted Zone 1 commuters have seen the message and have been converted. We’re being as targeted as possible to amplify the campaign.
“The guys at Lenovo really want to position themselves as a much more different tech brand. They’re moving towards more unique advertising, doing as much as they can in a more innovative way.”
Etherington added that the stunt forms part of a wider campaign, which the UK team were able to adapt creatively. “Our global team put together this campaign, which is a play on the silhouette using the product in an unusual way,” Etherington added. “We’ve taken that concept and extended it by letting people add their face.
“The global execs love it because we’ve taken what they’ve created and made it bigger and better.”
Via: Event Magazine

Google’s Mobile Campaign is New York’s Own Scavenger Hunt

Google has unveiled a delightful ad campaign in the form of playful mini installations placed in outdoor spaces around New York City.
Located in well-known and familiar establishments like Katz’s Delicatessen and Top Of The Rock, the ads pose questions relating to their surroundings, accompanied by the Google mobile app logo.
The campaign was conceived by agency 72andSunny to promote the search engine giant’s revamped mobile app, and involved extensive collaboration with numerous organizations and companies to bring it to life.
Via: Design Taxi

Mountain Dew Creates Virtual Reality Skate Experience in Brooklyn

The 10th Anniversary season of Mountain Dew’s Dew Tour continued last weekend with the Toyota City Championships held in Brooklyn, New York. The third stop on the 2014 schedule saw many of the world’s best BMX and skateboard athletes take part in the action, and attendees were also given the chance to get involved through a unique VR experience.
During the event, Mountain Dew debuted its Virtual Reality Skate Experience. This live-action 3D, 360°, binaural audio-branded experience is one of the first of its kind developed for the new Oculus Rift DK2 developer headset. Fans who attended the action sports exhibition in Brooklyn were given the chance to virtually become part of the Dew Skate Team. They were able to feel as though they were riding alongside the pros through some of the most iconic spots in Las Vegas.
For attendees, it was a ride down the Vegas strip they would likely never forget. The epic virtual reality skateboarding experience put fans in the center of the action and after they were done, they walked away with a split-screen video of their experience, which they could share with friends and family on social media.
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Via: psfk

L’Oreal Digital Shift for Real-Time Beauty Application

L’Oreal’s Makeup Genuis App offers a virtual experience for cosmetics. The app allows potential customers to see themselves wearing makeup that isn’t already applied in real life. Instantly try on different shades and shadows at the quick tap of a button by applying makeup to your reflection. When you hold your smartphone up, the preferred lip gloss, eye-shadow or bronzer moves along with your facial expressions while taking into effect the surrounding light.
Virtual cosmetics is a mess-free experience developed by a team of scientists and engineers in the company’s Connected Beauty Incubator. The team of 15 built out the app over two years, testing eye, lip and cheek products on hundreds of models with various skin types and colors. They put the models under 400 different lighting conditions to capture the natural change in shade and texture. Over 100,000 images were taken to differentiate the makeup from real-life and digital. According to Bloomberg Businessweek, Makeup Genius is the company’s most advanced digital production to date.
There’s no denying the app is head of the curve when it comes to beauty technology. Users can browse and ‘try-on’ different looks from makeup artists or scan any in-store product to see how it models through the screen. App users can share their favorite looks or designs with their friends and social networks for fun or to gather feedback on their new look.
Makeup Genius is available in France and the U.S., and has reportedly 1.7 million downloads to date. Makeup Genius is available for iOS download in the App store.
Via: psfk

Apple Pay: Narrowing the Gap Between Posters and Purchase

As Apple launches its latest range of devices, James Davies, chief strategy officer at Posterscope, says the out-of-home sector has a lot to be excited about.
Around the world, millions of people waited with bated breath on Tuesday night for the unveiling of Apple’s latest suite of potentially game-changing innovations. With a new 4.7 inch iPhone 6, 5.5 inch iPhone 6 Plus and the hotly anticipated Apple Watch announced, fans were not left disappointed and neither was the out-of-home (OOH) industry.
Both the iPhone 6 and iPhone 6 Plus offer Apple Pay, an NFC-enabled mobile payments system that allows owners to upload their credit and debit card details to Apple’s Passbook app and then use their phones as mobile wallets.
Not only does this make paying for goods while in-store a simple matter of holding your phone up to a card reader while pressing the Touch ID button, but it makes shopping on a mobile device far quicker and easier. It will bring a whole new level of mobility to mobile payments as it removes the need to register for websites or spend time filling in lengthy payment forms.
Instead, all of the necessary payment information will be stored in the Passbook app and making a purchase will be a simple matter of clicking the ‘Apple Pay’ button, meaning shopping while on the move will be a much more efficient and speedy process.
This won’t fundamentally change the way people interact with poster sites, but what it will do is bridge the gap between poster and purchase. Just as iTunes transformed how we bought and listened to music, Apple Pay will revolutionise the way people pay.
Rather than seeing a poster advertising a new pair of shoes for example, searching for it on a mobile device and then registering personal, payment and shipping details, consumers will be able to buy the shoes as soon as they view them on their phone. It will remove the hassle of mobile shopping by effectively turning it into a one-click payment process.
By reducing the friction involved, Apple Pay will narrow the gap between seeing an OOH campaign and making a purchase and that is an exciting prospect for the industry. Not only will the new payments system open up greater opportunities for OOH campaigns to directly influence the purchase decision, but it will also make it easier to track the effectiveness of a particular campaign.
Depending on how Apple opens up the technology it may eventually become possible to use Apple Pay to make direct purchases from OOH sites, however, this will become clearer in the coming weeks as further details of the new system emerge.
Apple isn’t the first to enter the NFC payments market, with names such as Google, ISIS (now called SoftCard), and CurrentC having started to attempt to introduce mobile payments to the masses.
So far uptake has been slow; however, with more than 220,000 US retailers already signed up to roll out Apple Pay technology and 800 million iCloud accounts already in use, Apple is in a strong position to propel a previously niche market into the mainstream.
Even though Apple uptake in the UK isn’t as strong as in the US, with Android dominating around 60% of the UK smartphone market, it won’t be long before we see the “Apple effect” take hold of mobile payments and open up new opportunities for the OOH industry.
Although Apple’s latest unveiling may not have provided all the answers the OOH industry was looking for, it has certainly raised some interesting questions around the impact of mobile payments on OOH campaigns.
As more details emerge of Apple’s plans to wean the world off its addiction to cash, I look forward to seeing how brands will capitalise on the opportunity to more closely align poster campaigns with sales.
Via: MediaTel

Hawes & Curtis, House of Fraser and Bentalls Install Beacon-Enabled Mannequins

Hawes & Curtis, House of Fraser and Bentalls have installed beacon-enabled mannequins in their store windows – a first for the retail industry.
Created by Iconeme, a technology and design company, the VMBeacon mannequins enable customers to receive details via their smartphone about the clothes on display and let retailers engage directly with consumers who are shopping in, or passing by, a store.
To access the technology, customers need to download the free Iconeme app, which they can then use while shopping in one of the participating retailers.
When a customer with the app is within a 50m range of a VMBeacon-enabled mannequin, they will receive an automatic alert about the content they can access.
This includes details about the clothes and accessories displayed, such as price and links to purchase the items directly from the retailer’s website, or where they can be found within the store.
Shoppers can also see more detailed photos and descriptions of the products plus save looks for later, share with friends and access additional offers and rewards.
The technology allows Hawes & Curtis to choose what information is made available, plus also gives access to analytic reports to gain customer insight and help improve service and sales.
As the brand begins to collect consumer data it may begin to experiment with tailoring offers it makes available through the mannequins.
Shoppers using the app have the ability to choose which of their details are made available, via their own privacy settings.
House of Fraser will use the VMBeacon mannequins at its online store in Aberdeen where customers can view product ranges, collect their online purchases and shop the department store’s website via iPads and terminals.
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Via: The Drum