i-design and atmAd win big with Barclays Bank tie-up

Outdoor

By Ivan Clark, OMC‘s Man on the Move

You don’t come across anything for ages and then two things come along in quick succession, both tech related.

The first a test in OOH engagement, the second new CRM software, both firmly aiming to put people first.

i-design, the people behind atmAD, are introducing new software called joono to allow banks to manage relationships with their customers better, across multiple channels.

In the process they have signed-up Barclays to substantially increase their network to nearly 10,000 ATM’s able to serve-up their customary multi-level advertising platform.

That’s a win double, happier customers and bigger reach for advertisers.

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Test aims to establish new ROI model

Outdoor, Uncategorized

By Ivan Clark, OMC‘s Man on the Move

It is refreshing to see a test starting today where City Gateway are using technology Screach to establish whether a new business model based on cost-per response could be valid for Digital OOH.

Technologists have a habit of doing things because they can, rather than because of what people are likely to do.

Simplistically, this project lets people get their Facebook image up on a big screen in public.

I have no idea whether people would be interested in doing this. I wouldn’t because although I am a show-off, I reckon I only look good in a bar with low-lighting.

City Gateway in their experiment with Screach will find out whether other people want to get engaged.

City Gateway

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Washrooms not just a place to hang-out

Outdoor

By Ivan Clark, OMC‘s Man on the Move

Washroom advertising is not just about the little boy’s and girl’s rooms in bars, but from speaking to two of the companies who sell ad space in this most personal of environments, it does seem to be where the most impactful advertising action is right now.

It is clear washrooms in bars are visited by most drinkers at least once per visit, more if you’re a session lager drinker or a wag wannabe. It also plain that social media and conversations are high-up the agenda of many brands and their agencies. The washroom can be a great place to prompt people about stuff they could well discuss immediately they return to their real conversations, or to encourage them to go online with their mobile or tablet.

According to Adam Mills, Managing Director at Admedia, “if you’re a guy (watering his horse) you’re looking straight ahead and therefore panels offer a 100% share of viewing at that moment”. Bosco Tench, Marketing Manager at Hi-Tech adds, “washroom media is about un-missable formats, tight targeting and guaranteed viewing”. Both also stress the media is 100% gender specific, hence no wastage for advertisers. Mills points out even the most targeted of women’s magazines can’t claim that, although you wouldn’t catch me taking a peek at Woman’s Own, even at my age.

Bosco’s current favourite Hi-Tech washroom campaign is returning work for Time to Change, aimed at changing perceptions about mental health. Research conducted during previous activity showed nearly 3m people saw beer-mats in bars or panels in washrooms.

Hi Tech's Time To Change

 

Hi Tech's Time To Change

Mills highlights Admedia’s COI binge drinking work. Vinyls printed with life-size images depicting a girl sitting head down, knickers round her ankles are fitted to the outside of cubicle doors in the ladies. In the gents floor graphics are used to show a guy passed out and looking like he’d had a few more scoops than all bar a seasoned Outdoor media professional drinks.

Admedia's Alcohol Campaign

 

Admedia's Alcohol Campaign

Don’t be fooled into thinking washroom media is only about panels directly above the urinals in the gents and around the mirrors in the ladies, creative use of the environment is what is driving the business.

Watch out for digital media and even more format choices in the future.

If you want to capture an audience on their way to the washroom with more traditional posters, you could also contact Boomerang, Peel Advertising or Primesight.

One last thing I don’t understand, it seems it’s OK for females to enter the gents, presumably as girls powdering their noses are taking-up all the space in the ladies, but if a man goes into women’s washroom he’s a sex pest.

http://www.outdoormediacentre.co.uk/

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