Exterion Media Launches iBeacons on London Buses

Exterion Media, Proxama and Mapway launch UK’s largest iBeacon consumer transport experience on London buses.

Exterion Media, Europe’s largest privately owned Out of Home advertising business, has launched the UK’s largest iBeacon experience across 500 Transport for London (TfL) buses throughout London in partnership with Proxama PLC, the leading mobile proximity marketing expert and Mapway, the world’s leading publisher of transport apps for mobile devices.
Mapway has integrated Proxama’s beacon Mobile SDK into its Bus Times London app and is currently deploying a utility-led consumer engagement experience to bus passengers in London. The experience is delivered using Exterion Media’s bus beacon network, which is underpinned by Proxama’s TapPoint® beacon platform.
With bus travel in London accounting for more than half of all bus journeys in the UK, at an average journey time of 17 minutes, brands will be able to use the opportunity presented by this ‘dwell time’ to engage with passengers. The service launched for Android users of Bus Times London on 17 March and delivers:

  • Real-time travel updates – in-app notifications are delivered to users when they board a beacon-enabled bus, advising them of real-time travel updates for the route they are traveling on
  • Contextual in-app ads – relevant and timely advertising served based on the consumer being on board a bus at time of viewing. Brands can capitalise on the consumer’s exact physical context and dwell time to deliver ads at the right time and increase click through rates

Brands using beacon-triggered enhanced advertising have seen that delivering contextually-relevant experiences drives higher consumer engagement levels. Sticky9 (part of the PhotoBox group) is seeing an average click-through rate of 14.5 per cent, much higher than the typical one to two per cent of non-beacon-triggered advertising. Beacon-triggered real-time travel update notifications are receiving a click-through rate of 44 per cent.
Following the success seen to date on its Android app, Mapway is integrating Proxama’s proximity Mobile SDK into the iOS version of the Bus Times London app, with the update scheduled for release to the App Store in May. Both apps combined will deliver a reachable consumer audience of half a million.
“This collaboration is a huge milestone for the proximity marketing industry. App owners are looking for ways to increase active user numbers and establish new sources of revenue, and beacons can deliver on both objectives. Brands are also looking for ways to better understand and more accurately engage with their target audiences, so campaigns like this deliver a win-win – with the results speaking for themselves,” said Jon Worley, CEO of Proxama’s Marketing Division. “This partnership is yet another indication that 2016 is the year that beacon technology for marketing gains significant traction.”
David James, CEO of Mapway, said: “We chose to work with Proxama and Exterion Media because, using beacons, we can ensure opted-in users only receive relevant and timely notifications and that content is both powerful and contextual. This platform has enormous potential for brands, and we look forward to helping them better engage with consumers. Similarly, we hope adverts will become of more interest to users of our apps, replacing volume with quality and relevance”
“With 2.3 billion passenger journeys made on London buses a year, the partnership creates an innovative platform for brands that want access to this hard-to-reach audience exclusively. The partnership also provides consumers with relevant, timely, and engaging content in an unobtrusive way. Not only can brands better target consumers, but the information collected will provide unique insights that will ensure future efforts are even more successful – allowing us to continue to make the everyday inspirational,” said Jason Cotterrell, Managing Director  at Exterion Media UK.
via: Outsmart 

Primesight Expands into the UK Airport Market

Manchester Airports Group (MAG) has appointed Primesight to handle its out-of-home (OOH) advertising contract over a five-year term effective from May 2016.
The contract was awarded following a competitive pitch and covers MAG’s four UK airports at Manchester, London Stansted, East Midlands and Bournemouth, reaching approximately 50 million passengers a year.
Manchester and London Stansted are the third and fourth busiest passenger airports in the UK and the focus of significant investment from MAG.
The partnership will recognise and leverage the customer and marketing benefits that can be realised through exciting opportunities being developed at a new generation of smart airports, as they serve growing passenger numbers. Ad technology, combining digital displays and personalised communication across customer touchpoints throughout the airport journey will create a powerful and valuable marketing proposition for regional, audience-focused and destination-based clients.
Naren Patel, CEO of Primesight, said: “Primesight is delighted to be awarded this contract. MAG has an exciting environment, which is growing in diversity and number of passengers. New routes, improved terminal facilities and MAG’s active interest in developing great advertising opportunities will allow us to create more engaging and relevant advertising opportunities in these unique spaces.”
Mark Schofield, Head of Advertising at MAG, said: “We are very happy to be working with Primesight to deliver our OOH advertising. Primesight’s ideas are ambitious and innovative and they have demonstrated to us that they understand how digital is transforming the market for the better. We look forward to further developing new offerings, and further improving our existing ones with Primesight’s expert help.”
Meanwhile, Primesight’s Rubbi Bhogal-Wood is being promoted from Business Director to Head of Sales for MAG.
Via: Outsmart

London City Airport launches City Icon

City Icon was launched last week with PA consulting as part of their exterior domination at LCY, also including a special build on our Welcome Site.

Part of the Wildstone designed City Suite portfolio of digital sites, City Icon was launched last week with PA consulting as part of their exterior domination at LCY, also including a special build on our Welcome Site.
Comprising of a double sided 3m x 6m 6mm LED screen.  The Icon is seen by 100% of people using the airport.  It dominates the main forecourt and is specifically located to capture all Departing and Arriving traffic.    The area around the Icon will be transformed in the coming weeks, to include a green area and bespoke seating for passengers.
The final addition will be the City Welcome site which includes a 10m x 3m LED screen set amongst a living wall and bespoke lighting scheme at the entrance to the main airport and Private Jet Centre.
Via: Outsmart 

Nielsen Study Confirms Air Travelers Notice Airport Ads and Many Interact With Them

According to a new Nielsen study, sponsored by Clear Channel Outdoor, airports are an ideal environment for top brands to advertise in.
The study showed that nearly 60 percent of business and leisure travelers believe that advertising in airports is an indicator of high-quality brands and products.
More than three-quarters of leisure and business travelers  also indicated they notice airport digital ads; while over one-third of travelers surveyed confirmed they’ve visited a website or used an app to find out more about a product or service advertised inside an airport.
The products that consumers are most interested in learning about include electronics, such as cameras and TVs, which top the list at 60 percent, followed closely by hotel and travel services at 58 percent.
Sixty-four percent of business frequent flyers are most interested in learning about travel amenities and services, and 73 percent of business and consumer travelers said they were interested in physically interacting with technology products such as laptops, tablets and smartphones through experiential opportunities in the airport.
The study also identified a range of new opportunities that allow advertisers to reach leisure flyers through digital and large format printed media, as well as interactive programs and on-site activations.
Brands employing proximity-based media strategies get positive results, as about 80% of frequent consumer and business travelers remain connected to WiFi while they are at the airport. This high-level of connectivity enables marketers to complement their airport media advertising with location-based mobile ads.
The proprietary Nielsen Airports Study, conducted from October 15, 2015 through October 26, 2015, consisted of 2169 online survey respondents was conducted on behalf of Clear Channel Airports.
These new insights come on the heels of numerous new high-traffic airport media concessions awarded to Clear Channel Airports (CCA), including those in: Atlanta-Hartsfield International; Chicago O’Hare; Denver International; Dulles International and Ronald Reagan Washington National.
Additionally, CCA has invested significantly in converting many of their static media assets into networked digital displays at all the 121 U.S. airports where it has media contracts.
CCA is a brand division of Clear Channel Outdoor Americas.
Via: Digital Signage

Air New Zealand Give Commuters the Chance to Win Flights to LA

Air New Zealand celebrated their flights from Heathrow to LA in style today, bringing LA fashion week to Waterloo Station. Unique Air New Zealand dresses were created out of Shazam enabled boarding passes, which consumers could scan to be in with a chance of winning two tickets to LA. Consumers were also given a second chance to win if they shared their experience on Facebook or Twitter.

Exterion Media Win £1.1 Billion Tube Ad Sales Contract

Exterion Media has won Transport for London’s £1.1 billion outdoor ad sales contract for the Tube.

The eight-year deal, worth an estimated £150 million a year, is thought to be the most valuable out-of-home ad contract in Europe and has been expanded to include the Docklands Light Railway, London Overground and the new Crossrail line.
Exterion Media was the incumbent but JCDecaux had become a growing presence in London after winning TfL’s bus shelters contract from Clear Channel last year.
TfL promised advertisers that its new deal with Exterion Media will mean greater use of digital technology so ad campaigns can be targeted by time of day and location.
Graeme Craig, Director of Commercial Development at TfL, said: “We had highly competitive bids from the leading outdoor advertising companies in the world, reflecting the quality and value of our estate. We are delighted to be able to confirm that Exterion Media is our new media partner.
“We believe this partnership can be a catalyst for transforming our stations and the wider industry. The new contract will move away from the traditional concessionary approach to working together to deliver innovation and value on the best station network in the greatest city in the world.”
Shaun Gregory, chief executive of Exterion Media, said: “This is a ground-breaking new partnership and together with TfL, we have a bold vision for the London Rail and Underground estate that will transform the look and feel of advertising in the Capital, and the way that brands engage with consumers.
“We look forward to making this vision a reality using our expansive industry expertise, advanced data and insights, and our innovative network of partners, all of which has contributed to making this one of the best monetised, and most valuable advertising contracts in the world.”
TfL added: “Advertising is constantly evolving and the new partnership will see the installation of responsive digital screens, which will be able to carry different campaigns according to the time of day enabling advertisers to target their campaigns more effectively.”
TfL made the decision at a board meeting, which Boris Johnson, the Mayor of London, was due to chair. The new contract is due to begin in October.
Exterion Media’s victory is likely to have significant impact because its owner, Platinum Private Equity, is now in a strong position to exit or merge the business.
Clear Channel and Ocean Outdoor are two other leading players which are owned by private equity companies which may look to consolidate or merge.
Observers said a victory for JCDecaux, the world’s biggest outdoor company, would have been more dramatic as it would have had close to 50 per cent of the UK outdoor market and left Exterion Media in a weak position.
Via: Campaign 

JetBlue Asks Flyers to 'Reach Across the Aisle' in Election-Year Stunt

Jet Blue invited 150 unsuspecting passengers to “Reach Across the Aisle” in this fun, election-themed stunt from longtime partner MullenLowe.

Those travelers were given the chance to win free round-trip airfare to one of 20 domestic or international destinations served by the carrier. But … they’d get those travel certificates (worth about $300 each) only if they could decide on a single destination by unanimous vote before their six-hour flight from Boston landed in Phoenix.

“JetBlue is one of those brands that is very comfortable being involved with the bigger conversation,” MullenLowe executive creative director Tim Vaccarino told Adweek. “This being one of the most polarizing political climates in history, we saw an opportunity to make a comment about what’s truly possible when we all work together.”

So, could this diverse group make the tough compromises necessary to reach an accord? Or, in an airborne parody of our putrid political process, would they behave like whiny babies, gridlocked at 40,000 feet?

watch video below:

[youtube width=”300px” height=”200px”]EPurzKVTlU4[/youtube]

Via: Adweek 

South African Tourism to Unveil Giant Vending Machine Experience

South African Tourism is to launch a new experiential campaign featuring a giant vending machine in London tomorrow (24 February).

The stunt has been designed to promote the value for money South Africa can offer British holidaymakers. It will land in Waterloo for two days from tomorrow and is set to relocate to King’s Cross from 1-2 March.

The interactive vending machine will quiz players on the cost of experiences available in South Africa, with multiple choice answers provided.

The prizes, which will be dispensed regardless of whether the consumer got the answer right, have all been designed to showcase the diversity of experiences available in the country, and include biltong, a surfboard and an inflatable kayak.

Additionally, every passer-by that interacts with the machine will be entered into a competition to win a pair of flights to South Africa, courtesy of South African Airways.

Developed with agency BD Network, the activation aims to showcase the ‘favourable’ present exchange rate between the pound and rand. A social media campaign using the hashtag #RollingInRands will amplify the experience.

Tolene van der Merwe, UK Country Manager for South African Tourism, said: “We’re investing in this campaign to demonstrate just how much further your money goes. When on holiday in the country, you really are more valued in South Africa.”

Via: Event Magazine 

Eurostar Helps People Start the Year in Style

Eurostar has launched its January Sale campaign, which is currently live across a number of environments in London and Birmingham. The campaign aims to inspire people to start the New Year in style by ticking off European locations that consumers have always wanted to go to, but haven’t got round to visiting yet. The four routes that Eurostar are promoting are Lyon, Bruges, Brussels and Paris.
The campaign also marks the start of Eurostar’s new brand position focussing on inspiring real connections with people and culture.
The campaign is live until the 12th January on Mall, Rail, Roadside and Underground formats across London and Birmingham

Fully Knitted 7up Bus Tours Streets of London

7up has undergone a revamp with a brand new visual identity and global campaign all centered around the idea that “it feels good to be you”.
The campaign seeks to celebrate uniqueness by aligning the brand with individuals who are ‘truly original everyday personalities.” The first television ad features Magda Sayeg, also known as the Urban Knitter, who takes to the streets with her knitting needles and giant balls of yarn to bring color to an empty square. Sayeg has also knitted a winter sweater for a London Routemaster bus, which will be travelling across the city as a visual testament to 7up’s new identity of promoting originality.
Via: psfk