Adshel Live becomes UK’s largest DOOH network
Clear Channel UK’s Adshel Live becomes the largest digital out-of-home network in the UK.
Over 1,500 digital roadside 6-sheet screens. Located in busy retail and leisure hotspots in major towns and cities including London, Birmingham, Bristol, Glasgow and Liverpool.
This premium network is primed to influence consumer spend and deliver Activation campaigns at scale. Fitted with the latest digital and mobile technology. Adshel Live provides endless flexible planning and creative opportunities for brands to find the audience moments that matter.
- 72” HD, sun light visible screens
- Flexibility to run day and day-part specific activity
- Technology enables multiple copy updates and location, time and data-driven dynamic content
- Features mobile connectivity including Beacon technology
How can Adshel work for you?
Only 9% of digital ads are viewed for more than a second!
Research has shown that the vast majority of digital advertising is not being viewed, with many advertisers not applying the effectiveness techniques used in press.
Since January 2016, research firm Lumen has used laptop-mounted eye-tracking cameras on 300 consumers’ laptops to collect visual data on what they notice when they are online. They recorded 30,000 minutes of data, with evidence relating to around 15,000 digital ads.
It found that only 35% of digital display ads received any views at all. And, of those, only 9% of ads received more than a second’s worth of attention.
As a channel, it says print still provides much more provable effectiveness than digital advertising.
It further showed…
- Full page press ad had dwell time of 2.8 seconds being read by 88% of readers.
- Billboard on a website dwell time 1.5 seconds read by 38% users.
- 40% of press ads had dwell time of 1 second
- 9% of online ads had dwell time of 1 second.
- 25% of print adverts are viewed for 2 seconds +
- 4% of digital ads are viewed for 2 seconds +
This all suggests that that £7.2 bn worth of digital adverts will not be seen in the UK .
The implication is to create simple online adverts taking the elements of press adverts with smaller formats. Digital adverts tend to be viewed for about a 10th of the time that they are viewable…therefore an advert more than 10 secs long can be wasted.
If you need help ensuring your marketing budget is invested into the right media platforms so you STAND OUT and get results contact our award winning team for impartial media planning and buying expertise.
Digital and mobile are driving OOH growth this year!
It seems that the out of home (OOH) sector has a bright future ahead with forecasts in advertising spend predicting increases of around 4.3% in 2016.
This is all thanks to the growth in digital and mobile connectivity within the industry.
Digital has a huge part to play in brands increasing investment in the sector. Data and technology create an attractive proposition for advertisers considering out of home advertising. The two allow for the facilitation of campaigns that are far more targeted, contextual and engaging – ultimately leading the consumer towards a more memorable encounter with marketing messages. British Airways #Lookup campaign is a perfect example of clever data use to deliver a highly engaging and memorable outdoor campaign reacting in the ‘moment’.
These clever campaigns are also measurable and more efficient, allowing advertisers (like British Airways) to optimise their creative and messaging in real time for the best results. Consumers also benefit from these more positive experiences with advertising, faced with more relevant, contextual and engaging content when on the move.
As much as digital, mobile is further enhancing out of home mediums. Media owners have been trialling and experimenting with the innovative possibilities mobile connectivity provides. London has already introduced a ‘beacon’ network across their buses, using connected technology to send targeted in-app messages to the smartphones of London Commuters. Commuting and travelling has proven to be a time when people are receptive to receiving messages especially when combined with other advertising – a commute provides the time and opportunity for consumers to interact and respond to messages delivered to them.
Seeking new and innovative ways to connect with consumers is becoming easier for traditional mediums thanks to the developments that digital and mobile provide. Out of home is enhancing its offering to brands who aspire to create meaningful and mutually beneficial relationships with their consumers.
Out of home is one of the best ways to engage hard to reach audiences. We recently ran an out of home campaign for client Swansea Bay who utilised the power of digital and connectivity for streamlining messages to promote 4 different destinations on specific days, at specific times in front of the right people. Clever planning and use of digital flexibility allowed the client to capitalise on the optimal days and times for destination advertising. The client also encouraged social engagement through their creative promoting #SwanseaBayMoments as a point of social conversation.
Need more convincing? Watch this.
Contact The Media Angel for more insight on turning ordinary journeys into memorable experiences. You can reach the team on 02921 320 200 or by email at [email protected].