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OOH is a New Point-of-Sale for Online Retail Brands

Second screen purchasing is gaining serious traction. As social media rolls out user friendly shopping tools such as Facebook’s Buy Button and Twitter’s Product Card, consumers have never had it easier when it comes to mobile shopping.
According to the Centre For Retail Research, online retail sales made via mobile devices will grow by 62% this year, to a total of £7.92 billion. This is equivalent to 17.6% of UK online retail sales. Sales using tablets will grow by 100%, to £3.10bn, while smartphone retailing is expected to grow by 44.3% to £4.82. Smartphones will provide 60.8% of UK mobile shopping.
Mobile shopping is serious business and out-of-home is primed to become the key medium to deliver second screen sales. The likes of traincards, billboards and bus shelters, combined with changing consumer behaviour and growing wifi and 4G connectivity, are swiftly becoming an effective point-of-sale medium for online-only retailers and ‘clicks and mortar’ companies to drive search and purchase from their screen-based ‘shop windows’.
KBH On-Train Media conducted research into the mobile behaviour of its 6.3 million monthly travellers. The Dipsticks study revealed 92% of travellers use a smartphone while on the train while 40% of rail users have bought a product or service via a connected device while travelling, compared to just 10% in 2013 (Dipsticks 2014, 2013). This compares favourably to the likes of TV advertising, which is often hailed as the industry’s most effective medium for prompting action, but actually only 30% of viewers are using second screens for programme-related purchases (Arris 2014).
The 50 minute average journey time of train users means that 45% of those who have found out more about products and services advertised on traincards have done so while still on the train. And now it’s easier than ever to purchase. Facebook’s Buy Button keeps the user on the social media platform, so it’s ideal for brands and retailers who may have poor website optimisation. Using the tool means consumers will not even need to open a new browsing window. You don’t even need to have a credit or debit card to hand – once a consumer has entered bank details once, they won’t be asked to do it again.
Twitter’s current shopping formats, the Product Card and Amazon Basket, both require the user to leave the platform to complete the transaction but it won’t be long before you can shop on Twitter without leaving the timeline. Twitter is trialling its own Buy Button in the US, via hand-picked musicians, such as Eminem and Pharrell, and brands Burberry and Home Depot.
Brands and advertisers should take full advantage of this change in consumer behaviour. By combining smart OOH advertising with online retail, there is a real opportunity to use the on-train space to influence what they search for, look and buy.
Via: The Wall Blog

TfL Kicks off Pitch for £500m London Bus Shelter Contract

Transport for London has kicked off the £500 million contest to install and operate its street furniture across London in the first of three major tenders.

Clear Channel UK has held the contract since 2005 and maintains more than 30,000 bus shelters and bus stops in the capital. As part of the contract, Clear Channel sells advertising on 5,000 sites.
JCDecaux, which already operates street furniture for a number of London boroughs including Camden, as well as in Manchester and Glasgow, is expected to pitch for the business.
According to a tender document seen by Campaign, the contract is worth £200-500 million, excluding VAT, over an initial five years, with an option to extend the arrangement for an additional three. The tender is divided into eight lots and companies can bid for as many as they wish.
The reduction in the length of the contract from ten years and the division of the tender into lots follow guidelines set out by the Office of Fair Trading in 2012 after a competition investigation into the sector.
After this review, TfL will call a pitch for the £1 billion ten-year ad contract for the London Underground, held by Exterion Media.
TfL is then expected to review its contract to sell ads on the side of buses, which is also handled by Exterion.
Via: Media Week

Stella Artois is the Launch Partner on JCDecaux's Motion@LiverpoolStreet

Four full-motion, digital landscape screens unveiled at Liverpool Street Station.
Stella Artois has been announced as the launch advertiser on Motion@LiverpoolStreet, four state-of-the-art, full-motion digital landscape screens and a powerful new communications’ channel for brands, at Liverpool Street Station from Monday 22nd September.
Part of JCDecaux and Network Rail’s vision for the future of rail advertising, Motion@LiverpoolStreet dominates the length of the concourse, offering Stella Artois engagement with the highly-connected, affluent audiences in London’s financial district.
The Stella Artois creative will display branding and directional messages to commuters, inviting them to pick up a Stella Artois Chalice in the station, with the creative changing later in the week, displaying a departure board guiding consumers to premium outlets serving Stella Artois in and around Liverpool Street Station.
This activity was planned and booked by Posterscope. As part of the wider campaign, rail and roadside formats will also be used, including the first time that all three JCDecaux motion products including Waterloo, and Euston, are utilised by a brand.
Phil Pick, Marketing Manager for Stella Artois said: “This activity is a perfect fit for Stella Artois, reaching our target audience in a unique and engaging way through the advertising screens, but also enabling consumers to take home their very own beautifully designed Stella Artois Chalice.”
Spencer Berwin, Managing Director – Sales at JCDecaux UK, said: “This is the exciting expansion of JCDecaux’s Motion Portfolio and we are delighted that Stella Artois is our Motion@LiverpoolStreet launch partner. Motion@LiverpoolStreet is a powerful new digital communications’ channel in the heart of London’s financial district, ideal for brands who want to engage the affluent, style-conscious audiences working and socialising in the city – and follows the digital investment in Motion@Waterloo and Motion@Euston”.
Leia Reuter, Business Director at Posterscope, said: “As an innovative brand, the launch of Motion@LiverpoolStreet provides the perfect opportunity for Stella Artois to reach the affluent ABC1 audience passing through the station. Using real-time arrival and departure data, Stella Artois will target specific commuter groups with promotional and location-based messages. As launch partner, Stella Artois stands out as an innovator in the field, using this fantastic platform to engage the right audience at the right time.”
Via: JCDecaux

London Fashion Week goes Underground

Between 12th and 16th September, London Underground commuters were treated to daily highlights from London Fashion Week across Exterion Media’s XTP network.
Capturing the spirit of London Fashion Week, the exclusive footage opened the doors to one of the world’s largest fashion events, enabling fashion-conscious commuters to catch a piece of the action en route. Viewers were encouraged to share and discuss the event on social media using the hashtag #LFW.
Each day, footage was shot at a variety of runway shows and events, edited overnight and broadcast the next morning.
The activity, sponsored by Maybelline, forms part of Exterion Media’s content partnership with the British Fashion Council.
Via: Exterion Media

Barclaycard Unveils Payment Wristband for TfL's Contactless Roll-Out

Barclaycard has launched an exclusive contactless payment wristband to help London commuters speed up their travel and avoid ‘card clash’, as TfL today rolls out contactless across its entire network.
The bPay band allows users to make contactless payments across the London transport network using just a wave of their wrist. Any UK Visa or MasterCard debit holder can link up to the service and Barclaycard is today inviting Londoners to sign up for one of 10,000 free wearable bands.
The band contains a contactless payment chip that enables consumers to ‘touch and pay’ for transactions of up to £20 where contactless payments are accepted – including across the TfL network and selected retail outlets.
The band, which has been launched to tap into the rapid growth of the contactless payment market, was trialled at the Pride in London LGBT celebration in June and the Barclaycard British Summer Time music festival in Hyde Park in July. It is set to be made publicly available next year, Barclaycard said.
Via: Brand Republic

Agency Crowdsources ‘Selfie Speeding Signs’ to Display on Interactive Billboards

Would a billboard better get your attention if it pictured a friend, family member, or even yourself? That’s the idea behind a new campaign collecting selfies to deter speeding.

In Belgium, they use happy (and sad) faces on their speed limit signs. The signs, which react in real time to drivers’ speeds, display a happy face when the driver is within the limit and a sad face when the driver exceeds the limit.
While that’s already far more interesting than the signs in America, Antwerp-based Duval Guillaume, working with local government, has taken things a step further. Enter the Selfie Speeding Sign.
A poster campaign urged local residents to upload two photos of themselves. One with a happy face and one with a sad face.
The images were then placed on additional interactive billboards equipped with a speed sensor. If passing drivers are within the speed limit, they’ll see a smiling selfie. If they exceed the limit, they’ll see a sad selfie.
The agency has set it up so that the images only appear on boards near where the person submitting the selfie lives, so as to pretty much guarantee that the pictured person and all their family members will be out and about to see the board, take a picture of it and share it on social media.
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Via: Marketing Land

TfL Tests Free WiFi on London Buses

Transport for London (TfL) has launched a free WiFi trial on two buses operating in the capital.
The trial will see WiFi technology installed on a route 12 bus, operating between Dulwich and Oxford Circus, and a route RV1 bus, which operates between Covent Garden and Tower Hill.
It is hoped that if the trial is successful the sponsors could help fund its extension to further buses in the fleet.
TfL has also begun to trial two further pieces of technology in the form of an upper deck seat indicator and enhanced passenger information screens.
The new technology, which analyses information from the onboard CCTV system, displays seat availability on a screen at the base of the stairs.
Other improvements include the installation of interactive digital screens on Regent Street, delivered in partnership with Clear Channel, and on Eden Street in Kingston, delivered in partnership with JCDecaux, which provide live bus arrival information, alongside real-time updates on other public transport options.
Via: The Drum

Will Driverless Cars Signal a New Opportunity for Roadside Posters?

The UK is set to allow driverless cars on the roads of Britain from January 2015. Business secretary Vince Cable said computer-controlled vehicles will be trialled in three cities next year, and the government will be making a £10m fund available for developing the technology in the UK. But what’s this mean for the out of home (OOH) industry?
Alarmists are likely already jumping at the chance to declare this the beginning of the end for roadside OOH sites. After all, if no one’s driving the car, who’s looking at the road and the adverts around it?
However, this is a something of a short-sighted position to take. In fact, driverless cars could be of tremendous value to the OOH industry. These automated vehicles will collect and generate a huge amount more data, which will enable advertisers to target their messaging to passengers far more accurately. Data is already being used innovatively for OOH targeting, such as a recent Mini campaign that used car recognition technology to display personalised content whenever a Mini driver passed a poster site. As driverless cars increase the data set available, the techniques and technology used to leverage it will become far more sophisticated.
Driverless cars also open up a huge new area for advertisers, as all of a sudden former drivers will have a great deal of time on their hands. Broadcasters, entertainment companies like Netflix and media giants like Google will be competing over an entirely new smart car entertainment ecosystem. There’s even the potential for these companies to subsidise the cost of the cars to ensure they are a part of the environment. Google’s already been looking at how it can monetise free taxi rides in driverless cars – serving ads in automated taxis to passengers during their ride rather than charging a fare. This opens a new opportunity for OOH to influence consumers’ digital behaviour, an attribute the medium has proven itself to excel at already.
As time moves on and we come to better understand the new consumption behaviours driverless cars will breed, the OOH industry is going to gain a much greater understanding of the impact of location. If driverless cars do become the norm, we’ll need to redefine what makes a ‘good’ OOH location beyond traditional high value locations to entirely new sites designed to capture the attention of a new generation of window gazers.
Passengers may well fill some of their time surfing the web, watching a film or reading a book, but that won’t be all they do. Natural human curiosity to know where you are and what’s out there, the stop-start nature of urban travel and an inevitable increase in motion sickness will keep passengers gazing out of the window. To all the naysayers, I implore you to think back to your last car ride as a passenger – did you take a look out of the window during the ride?
Ben Milne- Head of Innovation, Posterscope UK
Via: The Wall Blog

EE to Offer Contactless Mobile Payments for London Travel

EE customers will be able to travel on London’s Underground, DLR and Overground networks using their mobile phones when TfL’s contactless program launches on 16 September.
EE is to become the only UK network provider to offer a contactless payment service, meaning that users will be able to use their mobile phones to pay for London travel instead of an Oyster card.
The service will use EE’s free Cash on Tap mobile contactless payment service app, which is due to be compatible with over 500,000 handsets this year. There will be no added charges for using Cash on Tap to pay for travel, and both daily and weekly caps ensure customers won’t pay any more than they would using an Oyster card.
“Users of the world’s greatest tube network will shortly benefit from the latest in mobile payment technology, allowing them to use their phone to pay for their daily commute,” said Gerry McQuade, chief marketing officer, EE. “As more and more people benefit from the simplicity, convenience and security that mobile contactless payments offer, it’s rapidly becoming clear that the days of the physical wallet are fast becoming numbered.”
Speaking at the IAB’s Mobile Engage conference in May, Weve’s CEO, David Sear, said that 2014 is the year in which there will be a “massive shift” in the way people use their mobile devices and that consumers are at the “tapping point” of contactless payments.
Sear said that the desire for consumers to be able to use their mobile phones for payments – devices that they are “emotionally attached” to – is a natural progression for the relationship between consumers and smartphones.
“We trust our devices – they contain our lives – and payment is a natural extension of that trust.”
Via: MediaTel

Bus Ads Deliver on the High Street

The high street offers advertisers a captive audience, with bus ad formats providing high-impact and effective creative solutions.High streets have received their fair share of bad press since the recession hit in 2008. From big-name store closures to the domination of pound shops, the future looked anything but rosy for the nation’s high streets.
Exterion Media com­missioned qualitative research from Sparkler to look at the high street from the consumer per­spective, so they could understand the real value of the high-street audience for advertisers. What they found was that high streets have evolved. High streets are now multi-faceted social destinations; cafes, restaurants, bars, cinemas and gyms line our town centres and our emotional connection with them is as strong as ever.
This was validated by research from their own work.shop.play. urban audience panel, where nine in ten people said they would miss their local high street if it closed.
The evolution of our high streets has seen a significant change in their usage and behaviours that are evident there. Sparkler’s research also found the audience were in an “open-mindset” while out and about on the high street; they are in a positive mood, engaged and receptive to com­munication. Exterion wanted to explore this in more detail, understanding what the benefits of an open mindset might be to advertisers.
Using i2Media’s model of consumer behaviour, they com­missioned psychological research and looked at how varying amounts of time and focus on the high street might influence levels of receptivity to advertising messages. Whether you only had 30 minutes to visit the high street and a strong purpose to your visit, or whether you had a leisurely afternoon to spend with no set agenda, what they found was that all different behaviours could be consciously or subconsciously influenced by advertising.
The change in usage of the high street to a social destination means that different categories of advertising can achieve audience cut-through.
Exterion’s interrogation and analysis of Route data has shown that 95% of bus Superside impacts and 45% of T-side impacts are pedestrian only (the highest in out of home), proving bus truly is the high-street medium. The positive and receptive mindset of the high-street audience makes bus advertising the best way to influence people’s behav­iour as they work, shop and play.
The challenge to advertisers is to get creative with their use of bus; using the bus ad formats to appeal to the high-street audience and their behaviours across a range of categories and to suit differing marketing needs.
It is for this reason Exterion’s brought back their Big Bus Challenge, in association with Campaign and supporting Transport for London’s Year of the Bus. They’re laying down a challenge to every advertiser, agency and creative: show off your skills with some brilliant bus advertising designs – and you could win a national or regional campaign, along with personal prizes for the winning teams.
Via: Media Week