Articles on this Page
- 05/08/14--09:46: _Bloomberg give Lond...
- 05/12/14--02:41: _Lenny Henry Billboa...
- 05/15/14--09:24: _Scientist and Poet ...
- 05/29/14--02:19: _Beck’s Playable Mus...
- 06/17/14--05:15: _Effective Outdoor A...
- 06/25/14--06:28: _British Airways ‘Su...
- 07/03/14--07:51: _Getting on the Mark...
- 07/23/14--08:38: _Digital Billboards ...
- 07/29/14--07:28: _Out of Home adspend...
- 08/07/14--09:10: _Revolutionary Billb...
- 08/21/14--08:59: _Outdoor Advertising...
- 08/28/14--08:08: _Art Everywhere U.S ...
- 08/29/14--08:00: _Outdoor Ads as memo...
- 09/04/14--08:02: _Mr Kipling and the ...
- 11/05/14--02:40: _How Netflix are usi...
- 12/04/14--03:01: _What economic growt...
- 01/06/15--07:00: _Billboard blunders ...
- 01/13/15--01:37: _New Porsche billboa...
- 01/20/15--02:31: _Stand out from the ...
- 01/26/15--04:44: _Outdoor advertising...
- 05/08/14--09:46: Bloomberg give London City Airport a Tech Makeover
- 05/12/14--02:41: Lenny Henry Billboard Makes Its Premier
- 05/15/14--09:24: Scientist and Poet Create Giant Pollution Absorbing Poster
- 05/29/14--02:19: Beck’s Playable Music Poster
- 06/17/14--05:15: Effective Outdoor Advertising? It's all in the mind...
- 06/25/14--06:28: British Airways ‘Super Interactive’ Billboards Win Award
- 07/03/14--07:51: Getting on the Marketing Bike with Tour de France
- 07/23/14--08:38: Digital Billboards Jump On To Your Mobile
- 07/29/14--07:28: Out of Home adspend to pass £1 billion in 2014
- 08/07/14--09:10: Revolutionary Billboards
- 08/21/14--08:59: Outdoor Advertising Grows To £260 Million
- 08/28/14--08:08: Art Everywhere U.S to bring art to the streets of the USA
- 08/29/14--08:00: Outdoor Ads as memorable as TV and Online
- 09/04/14--08:02: Mr Kipling and the giant cake billboard
- 11/05/14--02:40: How Netflix are using the power of GIFs to charm France
- 12/04/14--03:01: What economic growth means for OOH advertising
- 01/06/15--07:00: Billboard blunders from political parties
- 01/13/15--01:37: New Porsche billboard picks out customers from the crowd
- 01/20/15--02:31: Stand out from the crowd with 3D billboards
- 01/26/15--04:44: Outdoor advertising? It's out of this world...
Bloomberg has given London City Airport a major digital makeover, transforming the airport lounge into a tech hub.
The brand campaign is the brain-child of Bloomberg chief marketing officer Maureen McGuire. With the aim of revamping the space into a mini Bloomberg office, the airport now features a digital ticker display and a Bloomberg Hub consisting of a media panel, media ticker, lounge, media wall and Wi-Fi sponsorship.
The media wall will provide latest news and analysis, relevant data and promotional content which can be viewed whilst accessing tablets, PCs and international charging stations - free of charge.
Apparently Bloomberg haven't ruled out the potential for other brands to collaborate with them on what is now premium outdoor ad space, but did hint at the launch that it's not in the company's pipeline quite just yet.
Whilst heavily Bloomberg-branded, the company insist that they see the concept as "practical information" and not advertising.
However as an airport which sees 3.5 million passengers pass through its doors each year, this long-term campaign is one outdoor initiative that is certain to make an impact.
For more information on digital or out of home advertising, visit Click Tap Media or Out of Home International.
A new billboard ad featuring Lenny Henry has gone viral. The advert for Premier Inn shows the brand ambassador relaxing for a night’s sleep at a Premier Inn with the strapline ‘You Kip’.
The billboard has appeared just a week after a Ukip candidate suggested that Lenny Henry emigrate to a ‘black country’ after the comedian lamented the lack of black and ethnic minority people in the creative industries.
Despite this, the timely appearance of the ad is a great example of the recent trend of real-time marketing.
Brands that can respond to current news and affairs quickly and creatively can take advantage of the most up-to-date conversations.
Many attempts at real-time advertising responses fall short of the mark, but this one hit the viral sweet spot.
Lenny Henry's role as ambassador for the company has been hugely successful over the past few years and has continued this year with their latest, 'A Great Night's Sleep Guaranteed' campaign.
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The huge poster uses nanotechnology to eat up pollution. It was created by scientist Tony Ryan, and the poet, Simon Armitage.
I write in praise of air. I was six or five
when a conjurer opened my knotted fist
and I held in my palm the whole of the sky.
I've carried it with me ever since.
Let air be a major god, its being
and touch, its breast-milk always tilted
to the lips. Both dragonfly and Boeing
dangle in its see-through nothingness…
Among the jumbled bric-a-brac I keep
a padlocked treasure-chest of empty space
and on days when thoughts are fuddled with smog
or civilization crosses the street
with a white handkerchief over its mouth
and cars blow kisses to our lips from theirs
I turn the key, throw back the lid, breathe deep.
My first word, everyone's first word, was air.
Beck's Beer has released a music playing print campaign in New Zealand.
The company who have been turning beer into art since 1874 presented 'the world's first playable poster' to celebrate its dedication to music.
The posters use conductive ink hooked up to sensors in each poster that allows the music to play when it is touched. It also incorporates flat-panel speakers to deliver the sound.
The beer brand created the outdoor campaign as a way of promoting local bands and musicians with plans to deploy the posters to popular music street sites as well as Beck's venues.
Fans can even download a smartphone app to customise the audio output of the posters.
It has been created by New Zealand agency, Shine, who commissioned Novalia's capacitive touch technology to make the whole thing interactive.
The touch points on the posters allow the audience to choose and listen to tracks, and to create their own sound effects in time to the music with a selection of inbuilt touch.
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The Brain Tumour Charity caused quite a stir at London's Shepherd Bush Westfield shopping centre this week, when they challenged people to a game of mind ping-pong.
The 'headsmart' awareness campaign used digital outdoor advertising to communicate the work of the charity in a completely novel way.
Here's the techy bit:
The innovative idea used a digital screen, two headbands, and the power of the mind. Shoppers were invited to wear a simple Velcro headband, which used electroencephalography (!) technology to read brainwaves. Players were allowed to control an on-screen paddle simply by concentrating up, or relaxing down.
The one day event asked players for a £1 donation to play, whilst the message of the campaign was further reinforced with on-site volunteers providing further information.
Richard Malton, marketing director at media owner Ocean Outdoor, said: "This is a simple but relevant use of the power of the mind to communicate the work of a charity, harnessing the technical power of digital out-of-home. The connection between the action and the cause is strong – and what a novel way to have a go at a game of ping pong."
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The 'Magic of Flying' campaign by OgilvyOne, London has won the Direct Grand Prix award at the Cannes Lion International Festival of Creativity.
The billboards display a message showing the flight number and destination of any plane flying overhead. This was accompanied by creative that encourages people who pass by to look up at the planes.
The billboards feature children pointing at the planes as they pass above, but the true brilliance of the campaign is the complexity of the technology behind the scenes.
Antennae were used with the billboards which picked up data from each British Airways aircraft within 200 kilometres. An application identified the flights and in turn, displayed a message.
Trigger zones determine when a plane should activate a message while data measuring the altitude of clouds clarified the visibility of the plane.
It was hailed by the panel of judges as 'extraordinary'. The reasons were that it requires no explanation, connects the billboards creative to its key objectives, and call to action.
The ad was surrounded with engaging features which meant it was widely shared, such as the 'lookup'-branded website that was promoted with, #lookup.
Until recently, out of home advertising media has maybe had to take a back seat with the rapid advancement of digital.
For an advertising format which was probably thought of as being ineffective and even obsolete, this weaving together of digital technology has opened up a world of possibilities for traditional media in the digital age.
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We're only into the third day and already July is shaping up to be a fantastic month for the sporting and marketing worlds.
Leading navigation brand Garmin have made sure they're leading the pack by using digital screens to project localised content across the country. Using an innovative outdoor campaign, 392 screens along the route will be encouraging people to join in the conversation by 'capturing the moment' and tweeting their pictures to @GarminUK. Tweet, and you're in with a chance of winning a state of the art Garmin system.
As usual with these events, if you're planning on hitching a ride on the social media and marketing wave, it's important to make sure you're in the moment to ensure you don't get left behind - something which Garmin seems set to tap into perfectly.
Technology that connects out-of-home adverts with smartphones is picking up speed and could soon bounce into action at a bus stand or billboard near you.
The software being used can turn mall kiosks and airport signs into digital interfaces that passersby can activate through mobile location sensors.
The platform is called Connect and looks set to solve the marketer’s problem of reaching audiences where it matters most: on their phones.
The technology has been introduced in Europe and is set to be rolled-out in the States. Companies already making use of the technology include McDonalds, Levi’s and Google.
Disney has also promoted its new film, “Maleficent” in France, running interactive displays on roughly 600 digital shopping mall kiosks.
This year already we have seen a music playing poster by beer company, Beck’s, the super interactive billboard from British Airways that reads flight-paths and a pollution absorbing poster from a poet and a scientist.
Out-of-home advertising has been pulling out all the stops to stay ahead of the game. It has managed to adopt digital in a variety of ways in order to stay relevant.
And to think that out-of-home advertising wasn’t trying. It’s clearly pulling out all the stops.
At first, the platform will serve ads to consumers that willingly engage with the displays. For example, an ad for a clothing company at a bus stop could ask the consumer to swipe for more information, and then send them to a mobile website or an app.
At the moment, the platform taps into smartphones with QR codes and near field communication technology but the company is looking at different ways to use location-based tools
PricewaterhouseCoopers estimates the out-of-home advertising market will exceed $40 billion by 2018, with the share of revenues going to digital growing at a faster rate.
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The traditional media format looks set to grow throughout the year and into 2015.
According to data released by Advertising Association/ Warc Expenditure Report, a prediction of annual growth of 2.7% in 2014 means a total of £1,017 billion. This is the first time the sector will have broken the £1bn mark.
The report reveals further that the Out of Home sector has grown in all except four of the last 31 years. These dips happened following economic recessions and the dotcom crash in 2001.
The London Olympics in 2012 meant there was a noticeable lift to OOH adverts with spend rising to 25.4% year-on-year in the third quarter of 2012.
One reason for the sector’s recent success is due to its adoption of digital technology.
Digital is clearly the driving force of this surge in revenue for outdoor media.
Audience measurement research by the Outdoor Media Centre, states that roadside panels accounted for 28.4% of all out of home panels monitored in March this year. This is a huge 372,818 panels. The biggest formats after this were carriage interiors at 24.4% and bus panels at 18.1%.
Mike Baker, CEO at the Outdoor Media Centre, said:
"In 2013, outdoor beat expectations, growing 2% over the spectacular Olympic year. What's behind the continued growth? Digital is the main driver, with consistent investment by media owners into high profile sites such as Clear Channel's Storm panels on Cromwell Road and Outdoor Plus' Vauxhall Cross.
"Importantly, the footprint of digital has expanded geographically, including JCDecaux's Trinity Leeds, Mediaco's Citylive sites in Manchester, as well as new sites in Newcastle (Ocean), Birmingham (Signature) and Glasgow (Forrest) and Cardiff (blowUP).
"Advertisers continue to find a place for outdoor on their schedules, and the number of million-pound clients now stands at 159. Route, our audience measurement system, now covers just about all the environments."
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Multi-action billboards that do more than just advertise ...
These modern billboards that have appeared in the States recently are taking outdoor advertising to the next level.
And it doesn’t necessarily involve anything digital for once, either.
Nope, these advertising spaces are all about community spirit and reaching out to those less fortunate with some simple, but inspired, design features.
An initiative by DesignDevelop who deal with issues of homelessness have started an initiative called, The Gregory Project.
Billboards cost huge sums of money to maintain. And equally, the people who use them for advertising, make a shed load of money too.
This project aims to utilise the space around billboards as somewhere more than just a space for advertising products.
DesignDevelop has proposed to add shelters on to billboards, with money going from the paid advertisements to the upkeep of these spaces. This would give homeless people somewhere to find sheltered space around different urban areas.
Providing light on each of these media formats is also expensive, but The Gregory Project would provide light for the person staying inside the sheltered area.
This inspired venture by DesignDevelop is sure to influence a similarly humanitarian outreach project in the UK; if it hasn’t done so already.
So next time you decide to use billboards and out of home advertising for your media campaign, consider what your marketing decisions could be bringing to the local community and the people in it.
Make it interactive, get creative and see how you can do more than just branded messaging and provide purchase opportunities.
Because of course, it’s all about standing out from the competition. And any brand or business seen to be aligning itself with a project such as this is sure to gain positive brand equity, whatever it's in the business of doing.
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According to the Outdoor Media Centre the second quarter of 2014 saw the outdoor advertising spend increase 6.4% to £258.8 million.
Digital revenue in the sector was at £68.3 million, up 30% year-on-year to account for 26% of total revenue in the outdoor sector. The greatest quarterly digital revenue recorded for the sector.
And while research states that the number of billboards across the UK has depleted from some 35,000 roadside spaces to 20,000, this cut in outdoor ad space has driven the old maxim of quality over quantity.
According to Nielsen, categories which spent much more in the quarter on outdoor than last year include media, government, property, retail and travel and transport.
The top 10 advertisers were: Asda, Sky, EE, Heineken, KFC, Molson Coors, TalkTalk, Unilever, Warner Bros and William Morrison.
Mike Baker, CEO of Outdoor Media Centre said:
"Digital growth is on the march again, reflecting the continued confident investment by media owners into new plant.
"And advertisers are increasingly viewing the active space of outdoor as an indispensable part of their marketing mix. Outdoor brings them the three virtues of a large quality audience, powerful visual branding, and a choice of relevant contexts. Retail growth has been particularly strong, with two supermarkets in the top ten spenders for the first time."
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Five prestigious American museums have teamed up to produce the project, Art Everywhere U.S.
The project has been called the 'biggest art exhibition in history' and involves 58 great American works of art being placed across 50,000 locations throughout the States for the month of August.
The chosen art works will be produced between the years 1778 and 2008, and it means the people of America will have the chance to see a Rothko on a bus shelter, or a Warhol on the wall of a subway station.
The projects aim is to transform public space into a massive outdoor gallery to get people interested in museums.
The project will also prompt a fresh discussion about the role of art in our daily lives, and obviously promote the institutions involved, the Dallas Museum of Art, the Art Institute of Chicago, the Los Angeles County Museum of Art, the National Gallery of Art in Washington, D.C., and the Whitney Museum of American Art in New York.
Along with the Outdoor Advertising Association of America, a trade group for out-of-home advertisers and an Art Everywhere U.S. collaborator, the hope is that the campaign will get more people looking at, and acknowledging their surroundings, rather than being absorbed in, and looking down at their mobiles.
The idea of using what is traditionally advertising space for the works of art, has been the subject of much debate. As the lines of distinction become even more blurred between art and advertising, it seems that Art Everywhere aims to capitalise with this huge and national art exhibition.
Senior editor at New York-based publication Hyperallergic, Jillian Steinhauer said:
"Advertising can only be subtle up until a point because there’s a need to get a message across, whereas art—good art—may have a point, but it will also hopefully complicate that point, question it, raise it tentatively or in a way that seems weird or takes you forever to get… increasingly, I think advertising wants to be like art, but it can never open up that space for questioning and confusion the way that good art does because then it would be bad advertising.
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“We can’t think of a better way to show people that life is better with cake than to create an edible poster made out of thousands of our exceedingly good cakes.”
Netfilx’s opening slide to its video on its outdoor advertising initiative reads: ‘When Netflix makes outdoor, it’s entertaining.’ And we have to agree.
For its entry into France, the entertainment giant has partnered with Ogilvy Paris to install a series of GIF digital posters in public places across the country.
Netflix are hoping that the charming GIFs will help them break into France; something they have found previously difficult to do. If we were in France, we’re pretty sure we’d be charmed.
Over 100 digital screens are being used by Netflix to display reactive GIF files that portray iconic scenes from movies and TV shows. But they’re not any old GIFs – they actually react to the environment. Sun shining in France? Then Walter White will don his sunglasses. If it’s raining, King Leonidas from 300 shelters beneath his shield in the rain. Pretty smart.
With Netflix a global phenomenon that made $3.37 billion dollars last year, some might wonder at its need for advertising. But as the examples show, this isn’t any old advertising. This is entertaining, interesting, on point advertising that we think perfectly reflects the brand.
The posters are also being supported with adverts on YouTube and the Netflix website.
Take a look at the video below to see how Netflix explain things. (Keep your eye out for the shopping sale GIF, that’s one of our particular favourites)…
Last week saw the Conservatives unveil their first billboard poster campaign of the New Year, with Cameron’s party opting to use the slogan ‘let’s stay on the road to a stronger economy,’ with a backdrop of a tranquil road and a scenic view of England’s ‘green and pleasant land.’
As new technology develops and digital services continue to grow, there are more and more ways to make your out of home advertisements unique and innovative. Billboard advertising is one of the best ways to reach a large and varied audience, but one German car manufacturer has gone a step further – using cameras and digital software to tailor their advertisements to the type of car people drive.
Choosing to advertise on billboards is a great way to get your brand or product in the public eye, but with the sheer amount of competition for advertising space, it’s a good idea to make your billboards stand out – sometimes even literally.
2015 is the year which Back to the Future Part II made some bold predictions for back in 1989, and although we don't quite yet have self-tying shoes, hoverboards and flying cars, 2015 is still looking like it could be a year of serious innovation.
Out of Home advertising has continued to grow over the past few years, with new technologies creating new opportunities for advertisers to promote their product or brand. Interactive and digital billboards have become commonplace in recent years, but 2015 could be the year that sees advertisements prepare to move not just out of home, but out of the atmosphere.
A group of Belgian researchers have announced the project 'SpaceBillboard' - and the name speaks for itself. Although not scheduled for launch until early 2016, the team at KU Leuven University are offering companies the chance to purchase advertising space on the first ever billboard to be located in space. With ad space selling for €2,500 per square, a number of companies have already invested in the project - most noticeably Microsoft.
The idea of advertising in space certainly seems questionable at best. Who will actually see the messages? With the billboard set to orbit the Earth at 27,400km/h at an altitude of 500km, it of course won't be visible from our planet's surface, and we very much doubt that any nearby extra-terrestrials will be interested in the new Windows 10 operating system.
Well, SpaceBillboard developers claim that rather than offer actual advertising impact, the project mostly allows companies to show their support for space research and generate more funding for future initiatives. Additionally, all messages transmitted in space will be simultaneously shown on the SpaceBillboard website, meaning that companies are at least getting some exposure for their expense. The billboard will orbit for approximately 10 years, before burning up on its return into the Earth's atmosphere, ensuring that no debris will be left behind.