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 ,...
Piccadilly Circus billboards to be bigger and brighter than ever

Piccadilly Circus billboards to be bigger and brighter than ever

After nine months in darkness, the digital billboards in London’s Piccadilly Circus are about to come back bigger and brighter than ever before. Want to see your brand on the Piccadilly billboard? Later this month, a new 790-square-metre behemoth of a screen will flash into life for the first time. The screen, which is larger than three tennis courts, packs in almost 11 million pixels at a resolution that’s greater than 4K. The display is the largest of its kind in Europe. More insights Cameras concealed within the screen will track the make, model and colour of passing cars to deliver more targeted adverts. Brands can even pre-program triggers so that specific adverts are played when a certain model of car passes the screen, according to Landsec, the company the owns the screens. More flexibility The giant screen replaces six separate screens that previously wrapped around the buildings at Piccadilly Circus, each one dedicated to a different brand. “This screen can be electronically carved up as opposed to having individual screens,” says Landsec portfolio director Vasiliki Arvaniti. This also means that the entire screen can be taken up by a single advert – something that had been tried on earlier versions of the display, but didn’t really work with six screens of different sizes, made by different manufacturers. “For the first time ever brands will have the opportunity to take over the entire screen,” Arvaniti says. Every ten minutes a single brand will fill the entire screen with a single advert for 30 seconds. Coca-Cola, Hyundai, Samsung and L’Oréal will be the first brands to share the supersize screen.Most of...
UK government to hit Facebook, Google and Amazon with digital services tax

UK government to hit Facebook, Google and Amazon with digital services tax

The government will soon impose a ‘digital services tax’ on UK revenues generated by “established tech giants” like Facebook, Google and Amazon. The 2% levy was announced by chancellor Philip Hammond in the Autumn budget today (29 October). It will come into force in 2020 following a period of consultation. The announcement follows on from heavy criticism about the amount of tax tech behemoths pay to the treasury. In most instances they are gleaned from ad revenues – in comparison to their UK profit. How much tax do tech giants pay? Facebook UK revenues: £1.26bn Tax: £15.8m (2017) Amazon UK revenues: £72m Tax: £4.5m (2017) Google UK revenues: £1bn Tax: £36.4m (2016) Snapchat UK revenues: £26m Tax: £360K (15 months to Dec 2016) Twitter UK revenues: £76m Tax: £1.2m (2015) Without going into detail, Hammond said the levy wouldn’t apply to “small UK startups.” But instead be targeted at profitable digital services companies that generate “at least £500m a year in global revenue”. Kill or cure?  Ahead of the announcement, IAB chief executive Jon Mew argued that such a levy risked harming the UK digital ad market. “While the government has said it wants to focus new measures on larger businesses, it would be difficult to avoid collateral damage across the sector and a negative effect on competition,” Mew warned. “A tax on revenue would create a disincentive for competitors to set up and grow in the UK market. And would impact on mid-market players who drive competition and provide choice.” Mew suggested that if the government was truly committed to leading the charge on innovation-friendly regulation that supports the growth of the tech sector then...
InLinks go live in Cardiff

InLinks go live in Cardiff

InLinks launch in Cardiff: the second Welsh city to benefit from free ultrafast Wi-Fi and phone calls. Cardiff joins Swansea as the second Welsh city to benefit from free InLinks, which already have more than 215,000 subscribers across the UK.  The first three dual-language InLinks have been activated in the city, providing ultrafast Wi-Fi speeds of up to one gigabit per second (1Gbps), the fastest free public Wi-Fi service available in the UK.  The first of the fully-accessible InLinks have recently gone live on Queen Street, St Mary Street and Bridge Street, with further activations expected in the coming weeks. With the roll-out of the first three InLinks in Cardiff brands have access to a busy high street audience.  Not only do 77% of consumers agree InLinks have a positive impact on their communities, our research has shown that 75% of them feel more positively about brands that sponsor services such as Wi-Fi, charging locations and travel information. The UK rollout has so far seen more than 522 screens installed in Swansea, Manchester, Birmingham, Leeds, Gateshead, Glasgow, Southampton, Newcastle and Sheffield, as well as nine London boroughs; with hundreds more to be installed in key towns and cities across the UK.  Since the first InLink was launched in June last year, more than 215,000 people have subscribed to the service’s free Wi-Fi, using enough data to download the equivalent of more than 24.7 million songs. The InLinks have saved people more than £980,000 in free calls, with 50,000 calls being made on average every week across the UK.  The InLinks also provide free phone calls to UK landlines and mobiles, rapid...
Global to acquire Exterion Media

Global to acquire Exterion Media

Radio group Global has made a binding offer to acquire Exterion Media just weeks after snapping up fellow OOH (out-of-home) companies Primesight and Outdoor Plus in a double deal. The purchase will help the media organisation bulk up its newly-formed OOH division, Global Outdoor. In the UK, Exterion boasts an estimated 20% share in the sector. They hold the lucrative £1.1bn Transport for London (TfL) advertising contract for the London Underground and rail networks. Current chief executive Leon Taviansky will transition with the business to Global Outdoor, which it has been announced will be overseen by Stephen Miron, Global’s group chief executive. Miron said the acquisition complemented its two most recent buys. “The incredibly positive reaction we have had to the news of our entrance into the OOH sector only reaffirms our belief and excitement about the opportunities within the outdoor market,” he said. “Exterion has a great track record in the UK and across Europe and we look forward to working with the team to develop the business further.” ‘Heavily investing’ in digital sites The LBC, Heart and Smooth Radio owner now has three prime OOH estates that will help it flex its muscle against giants like JCDecaux and Clear Channel. Global previously suggested that digital OOH will become an increasingly important part of its business, saying it would “heavily invest” across Primesight and Outdoor Plus’ portfolio to up the number of digital sites it owned. On the radio side, Global has already doubled down on programmatic with its audio exchange platform DAX. The ‘perfect fit’ Exterion is also responsible for the OOH inventory across the other three metro systems in the...