Introducing Poster Boy …

Outdoor

Hello. My name is Poster Boy (no, really) and I’m the outdoor afficionado now in charge of the OMC blog.

I’ll be bringing you all the latest news and comment from the world of out of home media … and keeping a photo diary of the campaigns that catch my eye.

As I type this I’m at St Pancras, waiting for a train to whisk me away to the cafes, wine bars and wonderful French restaurants of the East Midlands. 

There is one iconic logo here that just demands your attention – and always reminds me why outdoor is such an effective medium. 

Those rings don’t have quite the same impact when you stick them on a leaflet, a web page or in a TV spot, do they?

Poster Boy

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White Van Advertising Man

Outdoor

By Ivan Clark, OMC‘s Man on the Move

I have heard of advertising aimed at people in transit but not posters on Transits.

I didn’t even know this type of Outdoor advertising was available, through a reputable media owner.

Brands get exposure and white (or silver) van men gets some rear door decoration and extra cash.

Wickes obviously get results or they wouldn’t be using it repeatedly.

If you’re interested, check out PostersinTransit

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Double Act for Outdoor Plus with Central London Digital

Outdoor

By Ivan Clark, OMC‘s Man on the Move

Today it’s been announced that Outdoor Plus has won the TfL tender to install giant LED screens in London’s Euston underpass, which around 100K people pass daily, mainly in cars.

This now means a double act of premium screens for Outdoor Plus in highly sought after Central London locations, where there was previously no media.

Outdoor Plus has recently installed The Eye Holborn and announced Virgin Active as its first advertiser.

 

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

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CBS Outdoor Big Bus Challenge: My favourite entry

Outdoor

By Ivan Clark, OMC‘s Man on the Move

Last night the winner of CBS Outdoor’s Big Bus Challenge was announced.

As a collaborator at Borkowski.do I submitted an entry but didn’t even make the shortlist.

However, to show I am not mean spirited, here is a picture of my personal favourite entry taken at the awards event at the London Transport Museum.

The full shortlist and winners will be published in Marketing and Campaign next week.

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Forecourts and Motorway services not just for filling or emptying your tank

Outdoor

By Ivan Clark, OMC‘s Man on the Move

Many years ago you would only have stopped at a petrol station to fill-up your tank, and maybe get some emergency supplies, perhaps cigarettes, sweets and/or soft drinks.

Motorway services used to be particularly inhospitable environments, only used by choice for necessary refuelling and (dis)comfort breaks of all types.

In 2011 motorist’s options for where and why they stop are somewhat different. Motorway Services have had major upgrades and many BP service stations even cater for the M&S food shopper. Nearly all forecourts have a wide range of convenience foods and household products. They still of course sell motoring related stuff like maps, although that market must be nearing the end with SatNav and mobile handsets offering additional benefits in a more people-friendly manner.

If an audience is available and of interest to advertisers, it is likely someone will install some media and Forecourts are no different.

Nigel Clarkson, Sales & Marketing Director at Primesight, gives their positioning. “For us, the Forecourt environment works on two levels.  The obvious one is that it hits motorists for any automotive advertisers.  But it also works for convenience clients and impulse purchases due to the huge investment that the forecourts have put into their grocery offering.  The average customer spends over £15 on non-petrol products and our forecourt 6 sheets target this audience perfectly as they are walking into the store to buy a soft drink, confectionary or other impulse items.”

Over at Admedia, Managing Director Adam Mills’ comments, “Our research tells us that at a Motorway Service Area the top three reasons people stop and get out of their car are, getting something to eat and drink, filling up on petrol and going to the toilet. This means when they’re at one of our destinations it’s nearly always a planned stop with an intention to purchase.  Any advertising they see at this point therefore only needs to prompt or change what they buy and does not need to persuade them. It’s the Motorway Service Area facility that has already done most of the job, our advertising therefore only has to enhance the brand just before Point of Purchase.

Simon Sugar’s Amscreen have screens carrying a mix of local traffic news and advertising inside Forecourt shops and WHSmith outlets. They can therefore deliver prompt-to-purchase messages and ads for lifestyle, motoring and other brands. There are also the added bonuses of, the dwell-time people have while waiting in the queue to pay and the fact copy can be scheduled to run only at times suited to the audience and message, updateable in real-time as required.

Media, technology and advertising experts all forecast a mass-market explosion in location based services, advertising and promotions, utilising personal mobile devices.

Forecourts and motorway “malls” can therefore expect a significant increase in demand for their advertising time and space, a kind of prompt to participate.

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Hi-Tech gets Trendy

Outdoor

By Ivan Clark, OMC‘s Man on the Move

In a move that’s about as far away from digital signage as a poster is from a street-sign, Hi-Tech have launched Trendy TV and Trendy Vend.

This advertising and sampling vehicle provides screen advertising, with sound, and the opportunity for brands to vend from the units. These are being promoted as pamper stations in the boys and girls washrooms of bars and clubs nationwide.

At launch there are 250 units, which is planned to rise to around 3,000 over the next 18 months.

Brands can now reach trendy bar and club audiences, with the chance of additional retail sales and product sampling.

Digital out-of-home suited to one of the most social of venues.

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Brazil is calling you

Outdoor

By Ivan Clark, OMC‘s Man on the Move

Summer never really got going this year in the UK and now spring has gone straight into Autumn, Brazil is calling you.

More specifically, the Brazilian Tourist Board (Embratur) is using a spectacular installation at London’s Euston Station to display panoramic images of the iconic Sugarloaf Mountain, golden sands of Ipanema and the dramatic Iguassu waterfalls.

The image shows how eye-catching a wrap can be, particularly when accompanied by 5 x digital 6-sheets and 20 x escalator panels.

Telling commuters where they could go to get away from where the sun don’t shine, a good all round collaboration between Embratur,  JCDecaux , IPM and Initiative Media.

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Hi-Tech monthly newsletter out

Outdoor

By Ivan Clark, OMC‘s Man on the Move

Hi-Tech Media, the specialists in bar washroom advertising and marketing, have just released their latest monthly newsletter. This issue highlights “time for change” and the fourth campaign they’ve run with Hi-Tech to push their message “let’s end mental health discrimination”

Also mentioned is a Phillips Bodyshaver campaign and we’re also told to look out for a new digital media offering, launching soon in style bars & clubs around the UK called “trendytvvend”

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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.

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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.

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