Making the most out of outdoor digital advertising

Making the most out of outdoor digital advertising

Digital outdoor advertising (DOOH) is much more than just a screen which enables movement, but what are some ways your campaign can utilise dynamic technologies? Recently, Pirinase used weather data to help their campaign promoting their hay fever relief spray. The campaign is activated when the MET Office pollen count reaches ‘high’ or ‘very high.’ This ensures the campaign reaches hay fever sufferers at times when they need relief. Another example of using weather data is B&Q’s long-running campaign. Their creative pushes summer products when the weather is good, ensuring relevance to the weather. Outdoor advertising can also be geo-fenced, allowing passers-by to be targeted. Econsultancy reported that “O2 partnered with Dax and Mobsta to log device IDs (via Bluetooth) when people pass an out-of-home (OOH) site. These IDs were then used to see if a particular user subsequently visited an O2 store, where their device ID would be tracked.” O2’s campaign for the Samsung S8 handset also used geofencing to target ads on digital radio, Soundcloud and Deezers at people within 500m of the OOH site. Digital advertising can also utilise travel data, such as flights times, drive times or sports data. We particularly like how Guinness used it during the Six Nation’s. The creative alerted people to an upcoming match and its kick-off time, as well as the distance to the local pub. Participating pubs then used sensors to capture footfall data and, if they got too full, would trigger a change in creative to direct fans to alternative venues. Could your campaign use dynamic data? Get in touch today. Sources: https://www.jcdecaux.co.uk/news/pirinases-powerful-pollen-counting-ooh-campaign ,...
What are we loving this week?

What are we loving this week?

How have the BBC been preparing the public for the return of Killing Eve this Saturday? Using mysterious billboards, radio and social media, the BBC have begun preparing us for the return of epic cat-and-mouse series, Killing Eve. The series follows assassin, Villanelle (the amazing Jodie Comer), and Eve Polastri (the fantastic Sandra Oh). The campaign, called ‘Public Displays of Obsession’, features messages from the two characters to each other, only accompanied by the hashtag ‘#CRAZY4EVE.’ Fans can call Eve’s voicemail 07788 387000 to get almost uncomfortably close to the action…do you dare? And, you may have also heard Villanelle on the radio recently. Laura Simon, executive creative director at BBC Creative commented: “The traditional objective of mass media campaigns is to talk directly to the audience. It was great fun to put a fresh spin on this concept and let our Killing Eve characters generate the excitement themselves through Eve and Villanelle’s public displays of obsession.”Laura Simon Are you ready for Season 2 of Killing Eve? The first episode of Killing Eve series two will be on BBC One on Saturday, June 8 at 9.15pm. How can your brand capitalise on popular TV show premiers? Get in touch to find out. Sources: https://www.thedrum.com/news/2019/06/05/bbc-preps-public-killing-eve-return-with-ominously-obsessive-billboard-banter , https://www.prolificlondon.co.uk/marketing-tech-news/other-media-news/2019/06/killing-eve-billboard-campaign-unsettles-and-teases-0,...
RAJAR Q1 2019: The Results

RAJAR Q1 2019: The Results

The first quarterly results of RAJAR 2019 have been released, and across Welsh radio, some stations have seen significant drop in reach figures.   In this RAJAR blog, we’ll take you through some new statistics, local and national performance and digital news. Quick Stats Local Heart North Wales reach fell from 118,000 to 112,000. This is a further decrease in reach from Q3 and Q4 2018 when it fell from 146,000 to 118,000. Heart South Wales hasn’t fared any better, with reach falling from 463,000 to 410,000, a further decrease from Q3 and Q4 2018 when it fell from 482,000 to 463,000. However, their listener hours did increase by 1.2 over the last quarter. Heart North Wales also had an increase in their listener hours by 0.8. Capital North West and Wales saw reach jump from 130,000 to 146,000. This is growth on top of Q3 and Q4 2018 when it increased from 116,000 to 130,000. However, Capital South Wales’ reach decreased from 224,000 to 217,000, putting an end to the growth they saw in Q3 and Q4 of 2018 when reach increased from 210,000 to 224,000. This may be surprising after Capital’s long-running ‘Cash Call’ promotion that their listener hours haven’t increased. Both stations’ listener hours decreased; Capital North Wales and West by 1.2 and Capital South Wales by 0.7. Kiss (West) saw a significant decrease in reach from 449,000 to 372,000 with their listener hours also down marginally. Smooth Radio North West and Wales’ reach increased greatly from 58,000 to 71,000, a growth of 21,000. 96.4FM The Wave’s growth slowed as they saw a decrease in reach...
5 Top Creative Print Adverts

5 Top Creative Print Adverts

Despite the sharp rise in popularity of digital marketing in recent years, print advertising continues to hold a prized place in the hearts and budgets of advertisers. We’ve taken a look at 5 of the top creative print adverts published in recent years. Moms Demand Action: ‘Choose One’ (2013) This series of print ads was first launched in 2013 by gun control organisation ‘Moms Demand Action’ to highlight the hypocrisy of American gun control laws. The three ads feature innocent objects which have been banned in America to protect children, including a Kinder egg, a copy of Little Red Riding Hood and a ball used in playground game dodgeball. The ad invites the viewer to choose whether they would prefer their children to play with one of these items, or a rifle. These arresting ads were released in response to the shocking number of school shootings which have plagued America, and to highlight the necessity of stricter gun control to the government. Hey Girls UK: ‘Make your own sanitary pad’ (2018) Appearing in newspapers across the UK, the social enterprise Hey Girls UK ran a cut-out and keep ad to highlight the less than hygienic options available to girls that fall victim to period poverty. The double-sided ad features a cut-out outline of a sanitary towel, with fold printed on its wings. Striking for the reader, the other side of the ad features the shocking statistics of young girls that cannot afford sanitary products and are forced to make use of random items in their place. KFC: ‘FCK’ (2018) Following an unwise business deal with a new chicken retailer,...
4 Instagram Marketing Trends You Need To Know

4 Instagram Marketing Trends You Need To Know

In less than a decade since its launch in 2010, Instagram has enjoyed exponential growth, with the platform recently reaching 1bn active monthly users. In doing so, it has become an attractive platform for brands eager to learn if Instagram marketing can help them forge a closer connection with their consumers. Here a four of the latest trends in Instagram marketing that brands should be aware of when devising their social strategy for 2019. 1. Micro influencers Influencers dominate Instagram, but scandals around purchased or fake followers has brought into question the viability of influencer marketing on the platform. Despite these concerns, research has shown that the popularity of influencer marketing has not been negatively impacted. Rather, the direction has simply changed, with brands increasingly turning to networks of micro-influencers. Their belief is that influencers with a smaller, yet more niche following and can better forge engagement than celebrities with a massive following but a hollow connection. 2. Video If imitation is the sincerest form of flattery, then Snapchat must be feeling pretty flattered by the resounding success of Instagram’s 2016 launch of Stories, signalling the platform’s foray into video territory. After a slow start, it is now of the most popular aspects of the platform and recently hit the 400 million daily users mark. Stories’ accessible interface exposes viewers to a wide range of content before they choose to settle on one that catches their eye. This is prime digital real estate for brands to insert ads between stories and snare viewer attention. Moreover, with specialised features like polls and contests and the ability to see the number of...
3 Ways in Which Women React Differently to Digital Advertising

3 Ways in Which Women React Differently to Digital Advertising

There’s very little difference between male and female brains, but there are clearly differences in the way genders respond to advertising. The reasons why an ad might work for one gender and miss the mark with another are complex, but there are ways brands can more effectively engage women online through better targeting. In Control Women strongly dislike formats that don’t offer them control, such as non-skippable videos. Globally, more women skip online video ads whenever they can: 65% compared with 58% of men. Get Your Message Across Quickly They also prefer shorter video – 10 seconds or less – whereas men are more accepting of longer ads. Concerningly, the gender gap seems to be widening. While digital effectiveness among men has remained relatively stable over time, there has recently been a noticeable decline in effectiveness among women. Understanding how genders respond to different ad formats can be used as a tool for optimising media targeting and improving ad effectiveness. How does this affect advertising? Using this research at the targeting stage of a media buy could improve the accuracy of placements – for example targeting women in environments where skippable video formats are present as we know these work better among this audience. Online receptivity and targeting for women can also be improved with smarter in-market optimisation. If copy testing shows strong skews by gender to specific ads, this can be reflected in the media targeting, along with other variables such as category interest. This is easiest for digital, where it can be done most accurately. Do you need help with reaching the right audience? Get in touch...