Rail media a potent mix for any brand

Outdoor

By Ivan Clark, OMC‘s Man on the Move

Consistently in the conversations I have had with Outdoor media owners over the course of writing these blogs, they have been keen to stress the uniqueness of their audience profiles, compared to other media channels and even other OOH.

This time I am looking at Rail media the people selling it are no different, except they are!

National Rail reaches nearly everyone. Jim Cohen, Head of Rail at JCDecaux, tells me audience segmentation analysis of research data shows a pretty even split of the population using rail. I would imagine this is excluding some sectors of the population of little interest to many consumer brands.

So it’s everywhere.

Looking at Rail from another perspective, Mike Hemmings, Head of Marketing, CBS Outdoor has some stats to back up his statement that the National Rail audience are actively looking to be entertained as they wait their seven plus average minutes on the platform or fourteen minutes on the concourse.

So people have dwell-time.

Dwell allows people the chance to take in advertising at their own pace. This is doubly-so to passengers when on the train. This audience is often in down-time, thinking about stuff outside of their jobs, explains Ian Reynolds, Managing Director, KBH On-Train Media. I should think this is particularly true when people are on the way home.

If you think this is the end of the story, not so. T4 Media with their Adgates are different again and CEO Marco Pieters says their unique proposition is ticket gates interrupt each and every commuter’s “train of thought” briefly while they verify their ticket, thus making them instantly aware of the messages around them.

Looking to the future, mobile will become even more a part of people’s media day. Rail passengers, particularly those above ground, can be prompted to follow a call to action immediately.

In October JCDecaux will launch e-motion, nine synchronised screens around the concourse at London’s Euston station in what is being billed as “a unique global creative canvas”

So Rail media delivers, and will continue to deliver, omnipresence and frequency with a combination of interruption and dwell.

Reach, memorability, disruption and a moment-in-time, this is surely a potent mix for any advertiser.

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

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Airports: places to get excited about

Outdoor

By Ivan Clark, OMC‘s Man on the Move

When I set about writing this blog I realised how little I actually knew about airport advertising.

When I worked in media agencies, airports were places clients bought long-term holdings on billboards of all shapes and sizes mainly outside the terminal buildings. Inside there were ads aimed at business-people, commonly involving airlines, hotels, car hire, finance or IT and offers on booze, brut and watches were wallpapered anywhere near the duty-free.

It’s obvious from talking to the people who sell advertising solutions at UK airports now, how much has changed since my media (mis)apprenticeship.

Outdoor Specialists still have dedicated international teams or indeed worldwide businesses expert in airports and other travel destinations. They service advertisers wanting to reach a business audience or retail and lifestyle brands keen to reach the global traveller, domestically and internationally.

For domestic brands what have changed dramatically are the audiences and the range and impact of available media.

Stephanie Sheth, marketing manager at Eye Corp, tells me“the mindset of consumers at the airport is incredibly positive; people are excited to be there. Ultimately this is great news for advertisers because their campaigns are seen by a highly receptive audience.”

Over at JCDecaux Airport, Liz Ross Martyn, Head of Marketing Communications, says “at our airports the audience is exceptionally business-focussed and upmarket, so very hard to reach through other media” and adds, “they have a very long dwell time, with the opportunity for advertisers of increased interaction and engagement”.

Airport Partners Managing Director, Paula Oliver, gives me an education in Regional Airports, “they have a cracking audience profile, high ABC1 and at least 75-80% domestic passengers” and “our offer really appeals to regional advertisers who can get to the elusive traveller in a really cost effective way”

All three companies are rightly proud of the scale and range of their digital OOH, with more still in the pipeline. Digital not only lets brands target their message based on time or events, some of the most interesting live updates and interactive campaigns have been integrated within airport media.

UK Airports, and the passengers that use them, differ widely.

Heathrow, the premier international hub, caters for the business elite through the rich and famous to the bulk of people who don’t get to take a left when entering a jumbo jet.

The other London satellite airports cater for a wide mix of passengers travelling for business, on scheduled flights or a holiday charter.

Regional airports are as diverse as they are many.

If you want to talk to someone who actually knows what airports can truly offer advertisers and how they best fit onto any media plan, I suggest you speak to an expert at one of the companies identified in this article, or check out the OMC website.

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

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Never has a cashpoint been so rewarding

Outdoor

By Ivan Clark, OMC‘s Man on the Move

atm-AD are testing the ROI of their media with two current campaigns.

Andrex have launched a Puppy Points loyalty scheme, tapping into the great British love of pets and the aahhhh of the cute Andrex puppy. atm-AD cashpoint users get a unique code printed on their receipt to claim double puppy-points.

McDonalds are also using atm-AD to prompt people using a cashpoint between 7.00 pm and 6.30 am to download an app containing information on all 350 locations open through-the-night.

Both campaigns will use transaction data in measuring campaign effectiveness, one unique feature of the atm-AD proposition.

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

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If you’re not in you can’t win

Outdoor

By Ivan Clark, OMC‘s Man on the Move

As I didn’t scoop the jackpot in last night’s monster Euromillion’s draw, I am still blogging today.

It seems I’m not the only one that thinks Canary Wharf Media have some digital posters reaching a valuable audience; the National Lottery had a campaign running yesterday.

As this is not the first time the National Lottery have booked space at Canary Wharf it just goes to show even if you trouser a seven-figure salary, you’re still happy to invest a quid-or-twenty to win £150m+. If the investors/gamblers work for banks at least they’ll be using their own money rather than ours.

Ordinary posters obviously can’t easily do this kind of last minute promotional job, still a solid use of digital.

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

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Smile you’re on an Ocean Outdoor screen

Outdoor

By Ivan Clark, OMC‘s Man on the Move

If you were at Westfield London last Saturday you would have noticed people queuing-up to get their photos taken, and not a cast member from the Only Way is Essex in sight.

In an extension to Colgate’s Smile campaign, Ocean Outdoor had a photographer taking shots of people SMILING for immediate upload to their giant Eatstreet screen.

525 happy-snaps later and lots of dwell-time as people waited to get shots on their mobiles to take away.

Breath of fresh air. (sorry)

 http://www.outdoormediacentre.co.uk/

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Malls the ultimate for location-based advertising

Outdoor

By Ivan Clark, OMC‘s Man on the Move

It is a testament to the demand for advertising in UK malls that there are seven OMC members selling media and promotional space within them.

As a long-term resident of an inner London borough I rarely went to malls until Canary Wharf became easily accessible at weekends and Westfield London opened. This year what could be my local shopping mall will open at Westfield Stratford, also gateway to the Olympics.

I have however long been aware that malls offered an environment where many different OOH formats were available, plus the opportunity for interesting uses of experiential and technology.

Some five years ago however, demand from advertisers and their media agency’s was not as strong as it is today.

I remember as an Outdoor Specialist visiting many media agencies to present them with some facts about the mall audience and the number of different media choices available in the UK’s number one, out-of-home leisure “destination”.

The numbers of visitors could be massive; people were likely to be in a relaxed frame of mind, shopping as a family, in proximity to high-ticket-price items and many, many impulse purchases.

Surely there was a special value for the media, people were there to spend and entertain themselves after all.

It was only when a friendly communications strategist told me how they viewed things, I realised there was a problem.

Yes we described the audience well; however what we weren’t appreciating was how easy it was to target them already, albeit not as close to purchase. They were likely to be above average viewers of commercial TV, including satellite and cable and big readers of general interest and celebrity magazines, with page after page of advertising availability.

These media could be bought cheaply commodity-style and they also fitted then current econometric models. OOH media was in his view, and he believed many others, less accountable in terms of impact and effect, and therefore not high on the shopping-list of many media plans, except for certain fashion and lifestyle brands.

That appears to have changed, perhaps as part of the shift to “touchpoint” planning, the fragmentation of some other media and more recently much talk about “location-based” advertising.

It looks to me that finally there is recognition of the intrinsic value of the mall shopper.

There is not enough space here to air the opinions of all the companies now selling media in malls.

Over the next week or two I will post a number of bulletins about OMC member initiatives or just current great uses of their media.

If in the meantime if you’d like to check-out who sells what, see below.

Canary Wharf Media offer 6 Sheet posters and their digital equivalent, reaching a different type of Mall audience from the norm, on weekdays at least. Weekdays the audience has a high-end city-worker profile, the area is chock-a-block with financial and blue-chip head offices.

CBS Outdoor and Ocean Outdoor between them sell formats inside and in proximity to Westfield London. Formats include LCD pods (like dynamic 6 sheets) and LED spectaculars. CBS will soon add Westfield Stratford to its portfolio, which is not only home of the 2012 Olympics but will be the main entrance to the Olympic park during the games.

Clear Channel and JCDecaux between them offer traditional and digital 6 sheets in large number of malls nationwide.

Limited Space have more opportunities than you could fit in your shopping bag, ADlifts, AD HD (screens with optional interactivity) , ADImpact+ (specials) and Panoramic banners, they are particularly good for so called mall dominations.

Peel Advertising can sell you sorts of poster formats, light-boxes, giant screens and promotions in a number of flagship malls.

If you include airports like Gatwick as malls, and maybe you should, Eye Corp should also be on your shopping list.

Whatever the creative message, there must be a media format here to deliver for any brand.

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

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