57th FEPE Congress in Barcelona: Another Speaker Announcement
We are pleased to announce that Michel Sara, founder of ROI\marketing, will be speaking in Barcelona. ROI\marketing is a consulting company specialized in strategic resource allocation for marketing and communication.
As a representative of Integration Marketing & Communication, they use the MCA® (Market Contact Audit) measurement platform to establish a consumer-based, quantitative diagnostics.
We then turn MCA®-based learnings into integrated communication plans through a rigorous process which aligns our clients’ internal and external stakeholders, such as communication and media agencies.
• Michel Sara has 27 years of consulting experience in marketing and communications for Fortune 500 companies.
• He supervised more than 100 marketing effectiveness projects globally in most major categories.
• Prior to his 13-year experience in the area of strategic resource allocation, he has worked for 10 years in communication agencies (Director for France at Wieden + Kennedy, Deputy Managing Director at TBWA in Paris). In his last position, he acted as Managing Director of J. Walter Thompson in Paris.
• Prior to founding ROI\marketing, he was Partner at Integration Marketing & Communication (MCA proprietary) in charge of Global Clients and Product Development.
• He is a graduate of the MIT Sloan School of Management and holds a Masters’ Degree in Economics from the University of Paris-II Pantheon-Assas.
• He is a Visiting Professor at the IE Business School in Madrid.
About the presentation:
Based on MCA’s database of hundreds of cases in all major categories and countries, Michel Sara will present some key observations and learnings concerning the role of OOH in 360 activation strategies, in cooperation with Integration Marketing and Communications, MCA proprietary:
- What’s the influence of OOH compared to other touchpoints?
- Does it vary across categories, regions or age groups?
- What’s OOH contribution to brand experience?
- Is there any significant evolution over the past years?
The 57th FEPE Congress, which will be held between Wednesday June 1st and Friday June 3rd 2016 at the Crowne Plaza Hotel, Fira Center, Barcelona.
Hotel rooms are more limited than in previous years, so we advise booking as soon as you can if you hope to stay at the Crowne Plaza
The link for the booking form can be found on the FEPE Homepage, at www.fepe.com
Further details will be announced on the FEPE website, and in future newsletters.
UK: The billion-pound battle for TfL's Tube advertising contract
Big changes are looming in the out-of-home sector when the winner of the lucrative TfL Tube advertising contract is announced this week, Gideon Spanier writes.
For some in the outdoor ad industry, it looks like a battle between David and Goliath. Next week, Exterion Media and its bigger rival JCDecaux will learn who has won the most valuable out-of-home contract in Europe – the estimated £1 billion, eight-year deal to handle advertising on the Tube.
Transport for London’s board meets on 17 March and a decision is expected on that afternoon after stock markets have closed. The outcome is likely to transform outdoor advertising in Britain and beyond by triggering a wave of consolidation, regardless of who wins.
Exterion is the incumbent and, according to some observers, that gives it an advantage because TfL has put a premium on the operational logistics and technical aspects of the Tube tender. The London Underground cannot afford for its trains to suffer delays as a result of overrunning work carried out by its advertising contractor.
TfL’s demands are thought to be one of the reasons why Clear Channel, the third of the big three media owners in UK outdoor, chose to withdraw from the race. Profit margins are also likely to be thin, judging by the decision of CBS Outdoor (as Exterion Media was previously known) to sue TfL midway through the last contract, although they settled amicably in 2012.
The new deal is more ambitious than before. It brings together the Tube, the London Overground and Crossrail for the first time, and TfL is keen to maximise the ad revenue for reinvestment. "This venture has no commercial ceiling. It can grow to unprecedented levels," TfL said in its tender, noting that it last came up for renewal in 2006, when "there was no iPhone" and "Facebook was for students".
Sticking with Exterion would arguably be less risky because of its track record. Some of its team worked at the London Underground when it handled outdoor internally. However, JCDecaux brings experience from other city rail networks, including Paris, Vienna and Guangzhou in China.
The Tube generates an estimated £150 million a year in ad revenues, and Exterion is likely to see less than half of this total. That could make it worth about 10 per cent of the group’s turnover of £500 million across western Europe, according to industry estimates and the accounts of its UK parent company, which is owned by Platinum Equity.
JCDecaux is four timesbigger than Exterion, with a global turnover of €3.21 billion (£2.49 billion). It means the French family-backed business has deeper pockets and a longer-term outlook if it wants to compete on price.
What’s more, JCDecaux is eager to consolidate its position as the world’s biggest outdoor advertising company. It snatched TfL’s bus-shelter contract from Clear Channel last year and this week began what it claims is "the world’s largest out-of-home digital street furniture roll-out", with the launch of 1,000 digital advertising screens on London bus shelters.
Full article here
UK: TalkRADIO digital outdoor ads will show real-time opinions and stories
TalkRADIO, the new station being launched by the Wireless Group next week, is set to launch an interactive outdoor campaign that updates in real time based on stories and opinions of the day.
The campaign, which breaks alongside talkRADIO's launch on Monday, 21 March, will project presenters’ and listeners’ opinions as headlines in a speech bubble on digital billboards across London. Created by Mindshare and creatively executed by Lionhouse Creative, the marketing activity comprises a six-figure adspend and is meant to reach up to 3.1 million people.
Similar offline messaging will also be seen as print ads in the Talk section of Metro for two weeks. Mindshare’s social listening team will work alongside talkRADIO's editorial team to identify which stories are likely to trend on the day, using Spike and Mashable Velocity.
At Westfield shopping centre, in west London, passersby will also be invited to use a physical telephone hotline that will link them to the talkRADIO studio via video-link.
Last month the Wireless Group (formerly UTV Media) announced that new presenters on talkRADIO would include Paul Ross, Julia Hartley-Brewer, and George Galloway, the former Respect MP, after his campaign to become Mayor of London concludes.
Howard Bareham, the commercial development director at the Wireless Group, which owns talkRADIO, said: "Personality is at the heart of talkRADIO, so it’s only right that it should be launched via a campaign that is both opinionated and engaging.
"Consumers will really get a flavour of talkRADIO from this campaign, as it puts our presenters’ views on major topics at the forefront, live as they happen." UTV Media rebranded to Wireless Group after the sale of its Irish assets to ITV last month.
UK: Outdoor Plus and Global take Real Time Communication to next level with Mediacom and Universal Music
Outdoor Plus has partnered with Global, MediaCom and Universal Music for an innovative new digital out of home (DOOH) campaign.
The campaign, which broke last week, will promote Universal Music acts and give commuters real time updates when an artist or band is playing on Capital. For the first time, ads will run in conjunction with the Capital playlist, rather than on a timed DOOH ad loop.
The campaign, planned by MediaCom, kicks off with an ad promoting Justin Bieber’s album ‘Purpose’.
A dynamic feed provided by UniLED will link the Capital studios to Outdoor Plus sites across London, and determine in real-time when a track from ‘Purpose’ is playing on Capital.
A custom built code will simultaneously trigger the Justin Bieber creative to be displayed on the DOOH screens for the duration of the track’s airplay.
Grant Branfoot, sales director at Outdoor Plus, said: “The real-time campaign we ran with Capital last year was a huge success and this campaign takes that idea to the next level. This is a great example of how collaboration between brands can result in a truly innovative and informative DOOH campaign.”
Adam Johnson, director of marketing at Global, said: “We’ve seen that digital out of home gets commuters to tune into Capital. This campaign provides a dynamic call-to-action to for people to engage with both Capital and Universal Music artists.”
Arran Javed, OOH Trading at MediaCom, said: ““Bringing OOH and radio together like this, in a truly live way, highlights the full potential of DOOH. This connected real time planning, and media first, demonstrates a perfect partnership between multiple media partners, and in world with context is becoming ever important will bring the audio and the visual together in a unique, immersive way – and who better to be the at the forefront of this ground breaking technology than the man of the moment Justin Bieber himself. This dynamic campaign highlights the fact that the programmatic is not far off in the DOOH world.”
Switzerland: Interactive campaign "The Great Escape" by Graubünden Ferien wins Poster of the Year 2015
The winners of the Swiss Poster Award 2015 have been announced. The big winner is the campaign by Graubünden Ferien: "The Great Escape" was selected to receive the coveted "Poster of the Year 2015" award. The prizes were presented as part of Poster Night in Zurich on 10 March 2016 at a festive ceremony to which more than 300 guests were invited.
This year, the title "Poster of the Year 2015" goes – for the very first time – to an animated, interactive work. Using live transmission to an ePanel, a friendly «Alm-Uncle» addresses stressed Swiss lowlanders in Zurich’s central train station directly from the mountains of Graubünden. He starts to talk to busy urbanites, inviting them to visit him personally in the mountains. When printed train tickets for the journey are issued directly by the digital media, the surprise is complete – and the viewer’s opportunity to escape to a relaxing mountain idyll is easier than ever before.
The prizewinning campaign was created by the Zurich advertising agency Jung von Matt/Limmat AG and has already drawn a great deal of attention, both nationally and internationally. Support through social media channels has heightened the effect of the campaign. «This is an initiative that combines state-of-the-art technology with the charm of a human conversational partner and opens up brand new vistas in out-of-home advertising», said jury president Christian Brändle in de-scribing the overall winner across all categories.
Great excitement at the awards ceremony
After a long wait, a total of 19 awards were presented on 10 March 2016 at the lavish APG|SGA Poster Night held at the MAAG Hall in Zurich. For the first time, Röbi Koller moderated the event for the more than 300 invited guests. At the party following the awards ceremony, the prizewinners and a wide variety of well-known figures from the advertising industry were seen along with notable partners and customers of APG|SGA.
UK: Airport Media to Manage Luton Airport's Advertising Estate
London Luton Airport (LLA), the fifth busiest passenger airport in the UK announced today that it had appointed Airport Media, to operate its entire media estate with immediate effect.
Airport Media was established last year by Tom Goddard, Chairman of Ocean Outdoor and DigiCom OOH, to offer major UK airports a new, pure-play sales and management service, delivering unique out-of-home (OOH) media opportunities.
LLA’s passenger count increased by 17% to 12.3 million in 2015, with four new airlines joining and 20 new routes opened across Europe, Africa, Asia and North America. The airport is currently undergoing a significant transformation as a result of £110m investment by its owners. This includes an expanded, modernised terminal building and improved access by rail and road.
Rupert Lawrie, Commercial Director at LLA said: – “We are delighted to join forces with Airport Media, who have demonstrated a fresh and innovative approach, with an in-depth understanding of the digital and OOH media space. They join us at an exciting time with the airport transformation programme taking shape.”
Sarah Parkes, Managing Director at Airport Media said: – “We’re very excited to partner with London Luton Airport as part of our expanding network. Working together, we will upgrade and transform the advertising estate in line with the terminal redevelopment. This will enable us to provide exceptional opportunities for advertisers and deliver innovative advertising campaigns that will further enhance the dynamic, premium environment.”
UK: Exterion Media embraces the power of the crowd with Seenit and Trigger Buzz partnerships
Exterion Media is teaming up with User Generated Content start-up Seenit and on-demand content creation platform Trigger Buzz.
As part of its game-changer content strategy, these new partnerships demonstrate Exterion Media’s commitment to working with small agile businesses and will offer advertisers innovative and strategic opportunities to engage London commuters with content that is native or designed specifically for DOOH moments.
Seenit enables advertisers the opportunity to harness content harvested from an army of brand fans, experts and employees. This content can then be edited and streamed across Exterion Media’s premium London network of digital screens to create compelling and engaging of-the moment content.
Following the hugely successful trial for Pride in London, Seenit will become a key partner for Exterion Media’s event amplification programme, helping brands communicate their involvement and participation in events across the capital and beyond.
In a parallel initiative, Trigger Buzz has partnered with Exterion Media to offer agencies and advertisers a new approach to developing and producing creative content specifically for DOOH. Using a community-based platform and their expertise in the social and digital space, Trigger Buzz offers a new approach to creating better content marketing, on-demand.
Dan Cresta, Partnerships Director at Exterion Media: “We’re thrilled to be joining forces with Seenit and Trigger Buzz – two innovative start-ups that will help us on our journey as we disrupt and reshape the OOH landscape to offer brands exciting ways to engage with our valuable audiences. These partnerships will enable us to further demonstrate the real-time capabilities and power of DOOH as well as transform the way that DOOH campaigns are produced and activated in the future.
“From capitalising on events, moments and external triggers, these partnerships will offer brands new ways to make the most of tactical DOOH opportunities, driven by what’s happening in the real world, and experiment with right-time campaigns and content to heighten relevance and cut-through to drive results.”
Emily Forbes, Founder at Seenit, said: “After the success of Pride we can’t wait to get creating with Exterion again. Video creation is evolving at such a rapid pace and to see brands and organisations place their communities at the heart of their DOOH activation is testament to how they're looking to speak to their audiences in a new and transparent way."
Stephen Wise, Founder at Trigger Buzz, said: “We’re delighted to be partnering with Exterion Media, providing them with a more agile and creative production solution for advertisers. The power of reactive and real-time content on social media is well documented and we believe the benefits are just as great in DOOH. Our mission is to make this possible for all advertisers and provide greater creative freedom for their agencies.”
USA: Clear Channel Airports Named Advertising Provider for Washington Dulles International and Reagan National Airports
Displays Will Help Airport Advertisers Reach a Combined 41 Million Travelers Annually
Digital Media Program Will Be Among the World’s Most Beautiful, State of the Art and Architecturally Integrated
Clear Channel Airports (CCA), a brand division of Clear Channel Outdoor Americas (CCOA), and a subsidiary of iHeartMedia Inc., today announced the Metropolitan Washington Airports Authority (MWAA) awarded them, an eight-year contract with one two-year option to provide comprehensive indoor and outdoor display advertising at Washington, D.C.’s two airports – Washington Dulles International (IAD) and Ronald Reagan Washington National (DCA). The contract began March 1, 2016.
The new relationship further augments Clear Channel Outdoor Americas’ position as the leading digital out of home media provider in the Washington, D.C. metropolitan area. CCOA’s digital portfolio reaches nearly 50 percent of the Washington D.C. market, accounting for 8.5 million impressions per week, including both pedestrian and vehicular traffic. CCOA already boasts nearly 3,000 displays covering 17 counties throughout the market, as well as 110 digital transit shelters located in the most highly-visited and trafficked areas of the District. It also has a significant presence along major metro area interstate highways in and around the nation’s capital, including I-295, Rt. 50 and Rt. 301.
The Airports Authority’s partnership with Clear Channel Airports will bring new, state-of-the-art displays and interactive technology to both Reagan National and Dulles International airports, providing an opportunity to further enhance the passengers’ experience.
“As we began the competitive process for an advertising contractor for our airports, we knew we wanted a company with the experience and expertise to drive advertising at two of the nation’s largest airports, and the creativity to help us be on the leading edge of the industry; Clear Channel Airports clearly demonstrated the capability to do so,” said Airports Authority Vice President for Airline Business Development Mike Stewart, who led the procurement.
Lauded by airports across the globe for carving out a holistic approach to advertising that delivers on multiple levels, CCA will execute for MWAA a comprehensive media program that wows travelers and attracts local, regional, national and international brands to the space. Additionally, media buying agencies heralded CCA’s win at DCA and IAD as good news for their clients with a proven advertising business partner.
"We’re delighted with CCA winning the D.C. aviation marketplace and are confident in their continued commitment to delivering great exposure and overall experience on behalf of our clients, said Greg Kurowski, vice chair, Periscope. “We’re looking forward to a continued partnership we’ve built on teamwork and trust."
In addition to enhancing the air passenger travel experience with engaging displays, Clear Channel Airports media technologies are expected to attract local, regional and global advertisers. CCA’s comprehensive media program will span 10 different digital networks on more than 120 digital devices featuring some of the world’s most flexible, state-of-the-art designs that will be fully integrated into the architecture of each airport. CCA has agreed to provide the following enhancements:
- The Washington Dulles International program will include four unique digital networks featuring 75 high definition digital screens and three large format digital screens
- The Reagan National program will include six unique digital networks featuring 49 high definition digital screens and three 21 foot iconic digital screens
- Both airport programs will provide numerous amenities to enhance the passenger experience including digital directories with concession stand signage as well as custom design free phone charging stations featuring digital signage, complimentary phone service and work surfaces
- Digital Visitor Information Centers that can showcase area museums, other attractions, restaurants and hotels
- Integrated sense of place theming
“Clear Channel Airports is excited to partner with the Metropolitan Washington Airports Authority and become the premiere media provider to both the Washington Dulles International and Ronald Reagan National Airports,” said Toby Sturek, EVP, Specialty Businesses, CCOA.
We are very impressed with MWAA’s dedication to providing passengers with high-quality, state-of-the-art amenities and we are confident our enhanced products are on par with what sponsors and passengers would expect to find in our nation’s Capital.
USA: The New Consumer Journey: Traveling From OOH To Mobile
Imagine this scenario: You’re walking down the bustling streets of Manhattan and see an OOH advertisement for a fashion brand. The featured shirt catches your eye and you must have it. So you look it up on your smartphone. Thanks to the brand's awesome mobile website, you can buy it instantaneously. Welcome to the newest and trending consumer journey.
This fusion of mobile and OOH has created a unique consumer journey path, requiring no human interaction. Many industries and brands have adapted to this trend and are reaping the benefits. For the travel industry, this is crucial as they usually list as a high-ticket item with a lot of competition.
Let’s start at the beginning of this journey, OOH. In 2015, the OAAA released a study showing that 22% of American consumers will research, engage socially or purchase a brand within 30 minutes of exposure to OOH advertising. Since mobile browsing accounts for 51% of adult internet usage, it’s a fair assumption that consumers are using their smartphones to take action.
Travel is a high-cost service that warrants high volumes of research. Not only are consumers comfortable researching travel options from their smartphones, but they are comfortable booking travel as well. As of February 2016, over 50% of travelers research and book travel via mobile devices, up from 43.8% in 2015. So how does a travel brand optimize this trend?
JetBlue is one travel brand that is making a concerted effort to satisfy their customers along the entire journey. Starting the experience with inspiring OOH campaigns like #NYCTakeoff and A Better Wingman puts the consumer in high spirits, then closes strong with their mobile app. The app is consistent across all platforms, scoring a universal 4 of 5 star rating on both Apple’s App Store and Android’s Google Play. The consumer journey is nearly flawless and is recognized by continued first-place ACSI industry rankings.
The OOH to mobile consumer journey is becoming a preferred model. For travel brands to succeed, they need to develop engaging OOH strategies and follow up with a strong mobile platform.
USA: ADTI Media Announces Tubelite as New Distribution Partner for Outdoor Digital LED Displays
Partnership expands availability of ADTI’s innovative new display technology to commercial sign contractors across the nation.
LED digital display manufacturer ADTI Media LLC has announced a distribution partnership with Tubelite, the nation’s leading distributor of products and services for the commercial sign industry. The partnership will increase supply and support to meet a growing demand for the innovative display technologies manufactured by ADTI.
“It’s an exciting partnership for us because of the unique design features of ADTI Media’s SKYPANEL™ display systems,” states Greg McCarter, Chief Operating Officer for Tubelite. “Most digital displays are custom built by manufacturers for each installation, but SKYPANEL™ displays are part of a modular system that lets sign contractors build their own displays, regardless of the size. This gives our customers more flexibility while exceeding the expectations of end-users.”
SKYPANEL™ has been engineered to meet the current and future needs of the outdoor digital signage and billboard advertising markets. These display systems weigh much less than traditional LED displays, allowing them to be easily installed at almost any location or mounted to almost any surface. The highly energy-efficient design requires dramatically less energy consumption, as much as 60% less compared to other LED displays on the market. The product offers maximum ease of installation for commercial sign contractors, while providing sign owners with a lower initial capital investment, and significant energy and cost savings over the long run.
“The distribution partnership with Tubelite makes a lot of sense,” says Greg Littlefield, Vice President of Sales for ADTI Media. “Our product was specially designed to give commercial sign contractors a cost effective alternative compared to traditionally built digital displays. With Tubelite’s nationwide presence and their 87-year reputation in the commercial sign industry, the partnership will equip commercial sign contractors with the resources and flexibility they need to quickly compete on digital sign projects.”
The SKYPANEL™ system is an American made product, manufactured in ADTI’s ISO 9001 certified factory in Southern California. The system was designed to meet the quality, performance and cost requirements of Lamar Outdoor, one of the nation’s largest billboard advertising companies. The product underwent numerous enhancements, providing not only long term energy cost savings, but also ease of service and reliability. Since its launch into the commercial sign market, SKYPANEL™ LED digital displays have been installed across the globe, and have quickly become a popular choice for sign contractors looking for a versatile product that can ship in days, while accommodating virtually any installation size.
The partnership with Tubelite makes it faster and easier for commercial sign contractors to order product and get local support across the nation. The SKYPANEL™ digital LED display system will be available through Tubelite beginning early 2016. For more information on product availability and ordering, visit www.tubelite.com.
Canada: Ayuda Introduces Realtime DOOH Ad Serving and Attribution using Mobile Data
Ayuda Media Systems, an ad tech company specializing in software for out-of-home media owners, announced today at the Digital Signage Expo 2016 that it has introduced functionality to its programmatic supply-side platform for DOOH media owners that enables realtime, non-predictive ad serving to target niche audiences and custom behaviors by leveraging data science to analyze mobile device concentration. The platform also offers attribution capabilities that measure how many devices were sighted in front of a DOOH asset, served an ad, and later visited a geofenced location such as a retail store.
“We’ve been testing this functionality globally in private marketplaces with premium guaranteed inventory for the past five months and the response from buyers has been phenomenal” commented Andreas Soupliotis, Founder & CEO of Ayuda. “Display, mobile and video-savvy buyers appreciate that algorithms move creative around non-predictively to retarget a niche audience within a DOOH network based on mobile device concentration. We’re essentially equipping DOOH media owners with location-based cookies, which helps them tap into new digital revenue streams”.
In addition to introducing realtime DOOH ad serving capabilities, Ayuda today introduced attribution capabilities to its self-serve buying platform that help buyers measure the effectiveness of DOOH campaigns. Data science algorithms are used to establish a 1-1 match of devices that were observed in line-of-sight of a DOOH asset when an ad was served, and were later observed in a pre-defined geofenced area. Retailers are particularly interested visitation-based attribution capabilities.
In the United States, Ayuda has partnered with AirSage to feed its ad serving and attribution platform using AirSage data. AirSage is an aggregator of anonymous signaling data from cellular networks that processes over 15 billion geotemporal signals each day derived from 100 million devices. AirSage’s data science team has worked closely with Ayuda’s team to derive niche audiences and custom behaviors from raw signal data. Ryan Kinskey, Director of Business Development from AirSage commented “I’m thrilled to be working with Ayuda to deliver a rinse, lather and repeatable, state-of-the art ad serving and attribution solution that unlocks the power of AirSage data.”
It should be noted that Ayuda’s ad serving and attribution platform does not require media owners to convert their signage platforms and players to Ayuda. Thanks to advances in HTML5, Ayuda has successfully served ads to non-Ayuda players without the need for an API integration. “We designed this from day one to work with heterogenous environments so that the barrier to entry could stay low” commented Soupliotis.
When asked about pricing of such campaigns, Soupliotis replied “We’ve baked geotemporal ad serving and attribution into our platform. In doing so, we’re helping DOOH media owners create a new sales pitch that appeals to new digital buyers. This new class of campaign merits higher CPMs because of its targeting abilities, efficient digital playout, and attribution analysis.”
Soupliotis further commented: “With our updated platform, DOOH creative essentially chases a niche audience throughout the day with playout decisioning guided in realtime by mobile signals, and we’re linking it with in-store visitation traffic. That’s programmatic execution. And while building programmatic pipes between buyers and sellers is all the rage, we believe programmatic execution from mobile data is the real needle mover to tap into mobile budgets.”
Australia: oOh!Media signs exclusive out of home partnership with Quantium
The deal with the data and analytics company is set to provide OOH advertisers with an Australia first in audience-targeting capabilities
oOh!media has struck an exclusive long term partnership with data and analytics company, Quantium to provide out of home (OOH) advertisers with an Australia first in audience-targeting capabilities.
The deal is part of oOh!’s digital and data strategy and is set to complement its existing suite of data insights and audience-profiling tools with Quantium’s customer transaction and behavioural data.
“Our partnership will revolutionise the way advertisers can target growing audiences when they are away from home through geographically-specific data," oOh! CEO, Brendon Cook, said. “It provides the foundation for an audience-led future that will help advertisers to plan and measure OOH campaigns with greater effectiveness and efficiency.
According to Cook, oOh! has already spent 12 months on data interrogation, developing a methodology to link Quantium’s data to oOh!’s data in a de-identified and privacy compliant way, while analysing the outputs they produce.
“This agreement sets us on a very clear but differentiated path of building best in class data and follows Quantium’s other media partnerships with Facebook, MCN and News Corp Australia,” he added.
Cook claimed the most compelling aspect of the Quantium data is that it is developed from billions of consumer transactions, capturing actual spending behaviour from the majority of Australians and allows advertisers to target audiences based on actual location and transactional behaviour.
“Real buyergraphic data is used to build QSegments for targeting, rather than using assumptive demographics," he explained. "For example, it means we can help a telco target actual high-spending pre-paid customers versus the traditional demographic of 18 to 39-year-olds. Or help a dog food manufacturer to target dog owners rather than just a 25 to 54-year-old demographic.
Full article here
South Africa: Digital sign of the marketing times?
Digital out of home signage is more important in the marketing mix than ever before, especially as it guides the shopper path to purchase.
A high-definition screen that displays creative content is no longer enough to drive a return on your marketing investment – these displays need to be placed in the right place, reach the audience at the right time and communicate the right compelling message in order to truly influence purchasing behaviour.
Rob Nelson, owner at Reel2Real Interaction, started his career developing content for interactive CD-ROMs and touch screen kiosks through to DVD animations and digital video content creation for display. He was also instrumental in bringing the first digital installation to South Africa when he developed the content to communicate with audiences using the first plasma screens ever seen in the country – definitely qualified to elaborate on the evolution of digital signage.
Nelson shares some exclusive insights below…
1. Talk us through the main timeline of digital signage in SA.
Nelson: Digital signage started off in South Africa in its basic form in the early 1990s, with Twilight TV running digital displays using TV sets and VHS machines. By the mid-90s, the industry became a little more sophisticated when the first plasma screens were brought to South Africa. Digital signage was displayed on these screens at the launch of Vodaworld and grew in popularity thereafter as retail stores, restaurants and leisure areas such as golf clubs, used plasma screens to display still images.
In 2003, digital signage grew up with the first installation of flight information signage and advertising integrated signage solutions. This opened up the flood gates for the industry and set the bar for digital signage across the country and the globe.
2. Such an interesting arena. Are we keeping up with global trends in this regard?
Nelson: Sadly, after setting the stage for digital signage across the globe, South Africa has since lagged behind the rest of the world. Globally digital signage has grown significantly over the last few years and is anticipated to become a $23 billion industry by 2020 according to research conducted by Markets and Markets.
Full article here
India: Kinetic’s Amit Sarkar launches Nomad
The full service specialist agency will primarily focus on out-of-home with integrated offering platforms that include mobile, digital, data, content and creative consultancy
Amit Sarkar, former India Head of WPP’s OOH (Out of Home) agency, Kinetic, has launched Nomad. The full service specialist agency will primarily focus on out-of-home with integrated offering platforms that include mobile, digital, data, content and creative consultancy. Activation, retail, cinema and sports are the other focus areas.
Sarkar had contributed significantly to several of Kinetic’s growth initiatives. “Kinetic was a great experience, a fiercely challenging but satisfactory tenure and I am happy to have driven many positive changes in India for the global player. It’s time to run an independent venture from here on,” Sarkar said.
“At Nomad, we have a bunch of knowledge hungry people who are willing to venture to the far lands of media, data, technology and convergence to get the best for our clients and business associates. The major investment is on people and we deliberated a lot to arrive at the name Nomad,” he added.
Sarkar said Nomad’s mantra would be programmatic buying in the digital OOH space, creative advisory and content development specific to OOH and embracing ‘technology’ at the centre of innovation. “The strength of Nomad comes from the skill pool brought in by individuals with extensive work in full service media agencies, OOH, digital services and also technology boutiques. We have got our financials and business plan right in place and will operate with an office network across key metros, to start with,” he added.
Sarkar has more than 18 years of professional experience in the media industry and has worked for The Daily (morning tabloid), Mumbai, Sahara India Television, Madison OOH, Posterscope, Clear Channel and Portland Outdoor.
India: Banking sector dominates OOH industry in Q1'16: Sanjeev Gupta
Outdoor advertising in India is growing at a rate of 13 per cent and is expected to touch Rs 3,000 crore by the end of 2016, says Sanjeev Gupta, MD of Global Advertisers.
"As per the current trend at Global Advertisers, we are witnessing growing investments in outdoor advertising by the Indian and international banks. Their outdoor campaigns are largely focussed on promoting tax saving schemes, home loan advertisements and technology-enabled services including mobile banking and app-based products for their customers.
This has shaped our industry quiet positively," he said. According to Gupta, banks are opting for integrated mix of outdoor media tools such as neons, bus advertisements, railway media, airport media and A+ category hoardings. This has led to a 12 per cent increase in demand for transit media. Additionally, we are also receiving queries from new start-ups, e-commerce, real estate and telecom companies as they gear up for the launch of 4G services pan India.
"The year has started off well for us and now, with the T20 Cricket World Cup lined up for Q2, we are expecting to see significant growth in the outdoor advertising sector. In the first quarter, we have successfully executed outdoor campaigns for State Bank of India, UCO Bank, Bank of Baroda, HDFC, Citi Bank, Axis Bank, Punjab National Bank, HSBC and many more. The time is excellent for outdoor advertisements as the outdoor medium offers unavoidable presence for the brand 24X7," he further added.