Tag Archives: Outdoor advertising

Mini gets up close and personal with new outdoor campaign

Mini has recently launched a new outdoor campaign to increase brand awareness, which reaches out to its customers in a fun and innovative way, and has got people talking about its brand.

Over the last few weeks, as Mini drivers have travelled between Earl’s Court and West Kensington, they have been greeted by messages such as “Hey cream Mini, what’s your secret?” and “Hello blue Mini driver”, flashing up on giant digital screens. This involves a team of ‘spotters’ stationed at the end of the road, whose job it is to spot Minis driving by, and to trigger a personalised message to appear on the screen.

Mini drivers

Source: adage.com

The screens in question are known as the Cromwell Road Digital Gateway. The series of 9 screens, each of varying sizes, must all be bought together, and cost £200,000 for two weeks.

Mini’s screens form part of their new 8-week integrated campaign, aimed to celebrate and thank their customers. They are also rewarding their drivers with freebies at service stations along the road, including bacon sandwiches or smoothies on the way to work and a tank of fuel or bunch of flowers in the evening. Drivers are also encouraged to upload photos showing ways they have customised their Mini, with the chance to have them displayed on the screens.

The personalisation of marketing messages is becoming increasingly important in today’s economic climate, as advertisers seek to maximise their reach of target audience. Advertisers have long been aware of the increased engagement that message personalisation brings, and technologies such as behavioural tracking and targeting form the lifeblood of most digital campaigns today.

The Mini campaign takes a range of familiar marketing concepts – digital and outdoor, behavioural tracking, targeting and personalisation – and combines them in a new and interesting way to create a really fun brand campaign.

While this combination of technology and techniques may be out of reach for most campaigns today, it’s an exciting glimpse into what we could be seeing regularly in a few years, as the future of personalised marketing really takes off. It will be interesting to see whether (and which) brands are open to taking a risk with new concepts such as these, and exactly what benefits they can bring to a campaign.

Out Of Home Advertising coincides with the 21st Century

Out-of-home advertising is being radically transformed by the arrival of new technology including – Internet connectivity, real-time content, cloud based distribution software, cutting edge display and digital office communication, all of these are helping to reshape how the world’s oldest media has traditionally engaged with audiences, into a new hybrid medium.

Internet connectivity no longer requires the use of a telephone line and router in order to connect, with companies such as EE launching the new 4G, a system which provides mobile ultra-broadband Internet access. Conceivable applications include amended mobile web access, IP telephony, gaming services, high-definition mobile TV, video conferencing, 3D television and cloud computing. EE used 40 London taxis to advertise and launch this new form of internet connectivity. All 40 taxis which took part, had 4G installed meaning all customers could connect to this new style of internet free of charge once inside the taxi, this out-of-home campaign saw digital domination over the course of 3 months, which helped entice consumers to switch providers to EE.

Taxi Advertising

Source: ZONE 2013

Digital posters have enabled advertisers to engage audiences by using real-time and up to date content. Latest figures from the Outdoor Media Centre have revealed that digital revenues for Q1 2013 and were £43.1 million, up 21% year on year and accounts for a fifth of total outdoor revenue.

New technology means that consumers can now be more accurately targeted with content which is much more pertinent and compelling.

JCDecaux has seen the benefits for targeting consumers using digital technology and are now launching 400 new digital screens outside Tesco. Advertisers will soon be able to target shoppers by day of the week and time of day, through new digital screens being erected outside 400 Tesco stores.

This will enable advertisers to target specific dayparts to optimise their ad campaigns by four parts of the week – morning, afternoon, evening and night time, enabling brands to optimise their ad campaign.

Digital Billboards

Source: outputmagazing.com

This network of new digital screens will be made even more appealing for advertisers due to its ability to fuse data from the outdoor industry’s £19 billion Route research, with Tesco’s acclaimed Dunnhumby retail sales data, responsible for the data crunching behind Tesco Clubcard.

Andrew Mortimer, director of brand and media at the UK’s largest outdoor advertiser, BSkyB, announced, “It is time to move away from judging plans on metrics that are out of date. To move away from traditional measures like number of panels or cost-per-thousand to metrics of greater value to advertisers.”

Interactivity advertising

Source: jcdecaux.co.uk

The future of digital-out-of-home advertising will be driven by interactivity. Digital signage applications are likely to engage consumers on a more personal level by enabling them to interact using their smart phones via Bluetooth, text messaging and the many apps which are now available to scan QR codes. The opportunity to transmit live messaging provides a dynamic new dimension to out-of-home advertising, as well as offering the flexibility to engage with consumers in real-time.

Relaunch of Postar as Route heralds a revolution for outdoor media

On 26 February, Postar unveiled its new out-of-home audience research system and announced its re-launch as ‘Route’

The audience research body for outdoor advertising in Great Britain invested £19 million into investigating how the British public consumes outdoor media and is finally able to give the medium a people-centric view.

The research study, undertaken by Ipsos MediaCT and MGE Data, a GIS specialist based in Prague, used a fieldwork sample of 28,000 people to conduct the study, recording a total of 19 billion individual GPS records over the course of 9 days; the largest GPS travel survey to ever take place.

The video below shows how the new Route data was collected:

What this means for advertisers is that the door is now open to trading by audience in the future – The new research has been designed around hyper-local geography which makes it possible to plan by town, choose from 24 conurbations or the 14 BARB areas. In addition, it is now also possible to plan and trade by day-part.

One part of the original Postar does survive – the pioneering eye-tracking research that was developed by Birkbeck College, London. However, this has now been extended in order to examine in more detail how people see the world.

In particular, significant effort was made to understand the relative visibility of ads in specific environments. For example, what is the visibility of buses to people in cars compared to those walking on the pavement? Route also seeks to take into account the effects of illumination and motion (such a scrolling displays and digital formats) on the visual impact of these formats.

Route encompassed a range of outdoor environments when conducting the study, including airports, buses, the London underground and shopping centres, revealing that in an average day, a person will see approximately 27 roadside posters, 14 bus advertisements and 74 ads with each tube journey that they take.

It was also revealed that the average distance that a person will travel out of home per week is 241km at an average of 19.94 km/h. Men both travel farther and faster than women.

The research can be broken down into demographics, including age, class and lifestyle, giving a greater insight into the way in which people view and are affected by outdoor advertising

Glenn Wilson, managing director of Posterscope, has forecast that the new technology will allow advertisers to bring more innovative approaches to outdoor planning, as well as better accountability and more sophisticated reporting. It will also allow for greater integration with other data sources, both industry and proprietary, allowing more holistic evaluation of campaigns.

Road, bus and tube data is available immediately, with rail and retail coming soon and airports ready by the end of the year.

UK Advertising Trends: An Olympic Sink or Swim?

In 2012 UK adspend is forecast to increase by an aggregated 3.3% (based Carat, GroupM, Advertising Association, Zenith Optimedia and Strategy Analytics), however, the bleak economy and a number of major events has made it difficult for forecasters to predict with certainty the rise in revenue. With ZenithOptimedia suggesting a 3.5% growth and AA/Warc predicting a 2.5% growth.

Forecasts for 2013 are also extremely conservative with an aggregate 3.7% growth predicted fuelled by a fundamental shift towards digital which is predicted to provide a further 10.4% growth in 2013.

How did the different factors of 2012 affect the overall adspend forecasts?

Television

Television is set to have the biggest revisions due the BBC’s Olympic monopoly. A slow start in Q1 and Q2 has dimmed expectations and only marginal growth is predicted for 2012.

Source: Mediatel

Newspapers

The major sporting events and the Diamond jubilee were an opportunity for print media adspend to attempt to recover from its persistent downward turn. However, it is now thought that overall Newspapers continue to experience negative growth in 2012.

Source: Mediatel

Magazines

As with print media, magazines are predicted to have struggle in terms of ad revenue. GroupM believes that tablets have preserved (or even raised) quality newspaper readership, and it would be possible for a few consumer magazines to achieve this too. Business-to-business magazines, though improving, are likely to continue to struggle.

Source: Mediatel

Radio

Radio in contrast is expected to experience a healthy growth. Group M have forecast 4.7% growth and Carat have predicted a growth of 2.4%.

Source: Mediatel

Cinema

Cinema is looking to build on a very promising Q1 result of 10% growth. GroupM have forecast a growth of 4.0% in 2012.

Source: Mediatel

Outdoor

Outdoor is one of the few media expected to flourish in 2012. With an average 4.4% growth. This success is due to the Olympics, Euro 2012 and Diamond Jubilee. This medium is then due to increase by 1.8% in 2013 as the capacity for digital formats reaches its peak.

Source: Mediatel

Online

Digital media is expected to continue to boom this year. The medium continues to go from strength to strength. Group M believe they will deliver a 14.2% growth for the year.

Source: Mediatel

Overall, this year’s major events have affected how different media may have performed in recent months. 2013 will provide a challenge for all media given the return to ‘normality’ and no immediate signs of recovery in the economic outlook.

Piccadilly Advertising Space

The Piccadilly Lite ad space has been made available to a single brand for a 12 week slot around the 2012 Olympic games. These are commonly only available for long-term advertisers. Over the last 100 years, only 50 brand advertisers have been featured in the prime London spot.

The high resolution Digital LED screen allows brands to run digital messages that can be changed quickly and regularly.

With an estimated reach of over 2,800,000 people every fortnight this is clearly a great marketing opportunity for a brand to advertise during the Olympics in a busy central location.

According to the latest Advertising Association figures, the Olympics is expected to boost UK ad spend by 5.4% next year.

So if you have a spare £108,000 available to spend on advertising (this rate is for a 30 second slot within a 3.5 minute loop for 12 weeks) then snap this up whilst you still can.

Global Advertising Spend on the Rise

The global advertising market is now in a better position than at the beginning of the economic downturn in 2008 according to a global report by ZenithOptimedia.

The media agency network predicts that global expenditure in advertising has increased by 3.5% in 2011 despite the Eurozone crisis and is forecasted to increase by 4.7% in 2012. This comes in light that advertisers have built up large cash reserves following low interest rates, which are now likely to be invested into advertising.

Western Europe is expected to show smaller growth (2% in 2012), despite the London 2012 Olympics.

As expected, the majority of advertising spend will come from developing markets with a 58% share of total advertising spend between 2011 and 2014 from countries including China and Brazil.

On the other hand, in  the UK, they have reduced their 2011 ad spend growth forecast from 3.3% to 2.1%, but still expects that it will return to pre-recession levels.

Below are the forecasts by medium as provided :

  • TV growth forecast down from 5% to 1% growth (the most significant change of all media).
  • Furthermore, anticipated decline for national newspapers has been increased further from
    -1.2% to -3.3%. These figures were made prior to the closure of the News of the World, meaning it is likely to be further decreased.
  • The internet continues to grow faster moving from +7.9% to +8.3% than any other with display the fastest growing segment (driven by online video and social video).
  • Outdoor media is also down from 3.1% to 0.9%.

In 2012, the report predicts resurgence for outdoor media (owing to the arrival of the Olympics) and a stop to the decline in newspapers and magazines, once the full impact of the demise of the New of the World has been realised.