Articles on this Page
- 07/14/15--07:47: _Former Footballer R...
- 07/22/15--09:17: _Out of Home: The Po...
- 07/31/15--04:09: _Manchester's Printw...
- 08/04/15--05:05: _Controversial Campa...
- 08/07/15--08:54: _TfL Confirms 'World...
- 08/12/15--01:34: _DigiCom Acquires Am...
- 08/27/15--01:21: _New Digital Ad Spac...
- 09/04/15--01:43: _Diet Coke Transform...
- 09/14/15--03:02: _Snack Brand Brings ...
- 09/25/15--07:43: _Digital Ad Network ...
- 10/07/15--08:13: _Controversial Paddy...
- 11/09/15--08:34: _Proofing Makes Perf...
- 11/27/15--08:29: _US OOH Market Up by...
- 12/02/15--01:29: _Tyrrells Makes Ad D...
- 01/12/16--04:00: _86 Million Impressi...
- 03/04/16--08:16: _How Beacon Technolo...
- 03/18/16--09:14: _Transport for Londo...
- 05/11/16--01:56: _Twitter Reacts to #...
- 07/14/15--07:47: Former Footballer Roy Keane Suing Paddy Power after OOH Campaign
- 07/22/15--09:17: Out of Home: The Power of Digital
- 07/31/15--04:09: Manchester's Printworks Goes Digital with Full-Motion Screen
- 08/07/15--08:54: TfL Confirms 'World's Biggest Bus Shelter Ad Contract' with JCDecaux
- 08/12/15--01:34: DigiCom Acquires Amscreen Media Division
- 08/27/15--01:21: New Digital Ad Space Arrives in Birmingham and Salford
- 09/04/15--01:43: Diet Coke Transforms Tweets into Outdoor Ads
- 09/14/15--03:02: Snack Brand Brings Edible Ad to Shepherd's Bush
- 09/25/15--07:43: Digital Ad Network Links Out of Home and Social Media
- 10/07/15--08:13: Controversial Paddy Power Stunt Found in Breach of Guidelines
- 11/09/15--08:34: Proofing Makes Perfect: 10 of the Worst Ever Typos on Billboard Ads
- 11/27/15--08:29: US OOH Market Up by 4.3%
- 12/02/15--01:29: Tyrrells Makes Ad Debut with Billboard Campaign
- 01/12/16--04:00: 86 Million Impressions, 1 Billboard. A Major OOH Success.
- 03/04/16--08:16: How Beacon Technology is Transforming Out Of Home
- 03/18/16--09:14: Transport for London Continue Relationship With Exterion
- 05/11/16--01:56: Twitter Reacts to #SaveBHS Guerrilla Outdoor Campaign
Former Manchester United and Republic of Ireland captain Roy Keane has began legal proceedings against notorious bookmaker Paddy Power, following an out of home advertising campaign that used his image without his consent.
The midfield icon clearly took offence to the use of his image in an ad campaign that portrayed him as William Wallace from the movie Braveheart. The OOH advert was displayed on a large truck that was driven around Dublin and parked outside of the country's national stadium on the day of Ireland's Euro 2016 Qualification match against Scotland in June.
|The controversial ad hasn't gone down well with the former midfielder|
The poster was a direct reference to the recent Scottish Independence referendum, designed to taunt visiting Scotland fans.
The Irish bookmaker, famed for its frequently controversial advertising campaigns, could potentially face a bill of around €100,000 if Keane wins the claim that the billboard was an infringement on his image rights.
A spokesperson for Paddy Power was quoted as saying that the matter "is with the lawyers, obviously we can't talk about it, but hopefully they don't take our freedom to have a bit of craic."
It's the second time that the bookmaker has been in the news in the past month, after another recent campaign in Calais jokingly encouraged illegal immigrants to jump into their lorries - but only if they were good at sports.
Digital out of home advertising is becoming an increasingly popular way for brands to stand out from the crowd and make a big impression on residents and commuters in some of the world's busiest cities.
By combining the familiar platform of traditional out of home advertising with exciting new technology, DOOH offers brands the opportunity to think outside the box with their campaigns and make an impact on their perfect target audience.
Digital outdoor ads aren't just useful for getting you noticed on the street, either - DOOH campaigns bring with them incredible social media power. Pepsi Max's famous 'Unbelievable' campaign, which combined a bus shelter with augmented reality, has racked up over seven million views on YouTube, and well over 120,000 mentions, likes and shares across Twitter and Facebook. The right digital outdoor campaign can really get people talking online - check out the video below.
Digital OOH ad spend grew by over 27% last year, and now comprises around a quarter of UK out of home spend in total. This overall figure surpassed £1 billion for the first time in 2014, and it's undeniable that the rise of digital outdoor advertising has played a key role in this staggering growth.
The average global consumer is exposed to various digital out of home media for a total period of 14 minutes each week, with investments in DOOH ad space expected to grow by 14.2% year-on-year until 2017.
At Out of Home International, we work with a range of traditional and digital advertising formats to bring you cost-effective campaigns that can help to make a big difference for your brand.
Get in touch with us today to find out more!
This week saw Ocean unveil its impressive new digital advertising screen on the site of Manchester’s Printworks building.
The Printworks is pretty iconic in Manchester. Personally, I use it regularly as a reference point to support my terrible direction-giving abilities. To others it’s the go-to place for a meal or the cinema. According to Wikipedia, The Printworks is an urban entertainment venue offering a cinema, clubs and eateries.
This makes the Printworks the ideal place to host the city’s latest screen screen, which at 13.44 x 7.68m screen dominates the side of the building.
Close to Harvey Nichols and Selfridges, the new Printworks screen is ideal for targeting ABC1 consumers, including the affluent retail market, those with lavish lifestyles, career climbers and the city sophisticates. Ocean’s website reveals the spot as generating 916,923 impacts per fortnight and the audience demographics as being a 50/50 gender split, with 52% of audiences falling into the ABC1 category.
Samsung has been the first brand to take up the digital OOH offering, and we predict many more being hot to follow in their footsteps.
Out of home advertising remains one of the UK’s leading formats, with 7 out of 10 people being able to recall an outdoor ad that they’ve seen or heard in the last month.
As for Manchester, it’s been reported as being the fastest growing tech city, with revenues increasing 74 per cent year-on-year. This latest, impressive addition to the city’s growing collection of digital screens is just one of example of how Manchester is blazing a trail with advertising innovation.
Want to know more about the digital outdoor options available in your city? Get in touch!
A series of controversial billboards and posters have made the headlines after appearing in London this weekend, accusing the Metropolitan Police of corruption and responsibility for deaths in custody. The posters have appeared in several locations across the capital, including just outside the Met's headquarters at New Scotland Yard and the Royal Courts of Justice.
It has been alleged that anarchist network Special Patrol Group and magazine Strike! are the ones responsible for the controversial campaign, which mimics the current 'Confidence' campaign being run by the Police.
Referencing instances of police bribery and a high number of deaths in police custody, the campaign has utilised the power of out of home advertising to draw attention to a number of alleged shocking statistics and create a stir across the country's media platforms. This move has followed January's leaking of the Operation Tiberious report, which suggested that organised criminals were able to infiltrate Scotland Yard by bribing corrupt officers.
Special Patrol Group attained notoriety with a similar campaign last year, which saw the Police cordon off areas in order to remove defamatory content against the force.
The new campaign has forced the Met Police to take action once again, with a spokesperson confiming that the owners of the advertising space had been contacted and asked to remove the posters.
There has been big news in the world of outdoor advertising this week, after the long-awaited announcement that JCDecaux is to take over "the world's biggest bus shelter advertising contract," according to Transport for London.
The proposed move was reported in July, with JCDecaux named as TfL's preferred partner to take over the account from Clear Channel, who has been in control of the contract for the past decade.
The move will see JCDecaux sell advertising space across 4,900 of TfL's bus shelters from 1 January 2016, with the transport provider stating that it will allow businesses and brands to have more access to innovative digital and interactive platforms, as well as providing the public with more relevant and localised information.
London's extensive bus network carries a staggering 6.5 million people each day, with almost 5,000 bus shelters in prime locations across the city and its boroughs. At Media Agency Group's specialist outdoor advertising sub-division, Out of Home International, we work closely with media owners such as JCDecaux to ensure that our clients' advertisements are located in fantastic locations that deliver great results for bus shelter advertising campaigns. Our campaigns are known for delivering brilliant results at affordable rates that guarantee high exposure.
Media Agency Group's Senior Account Director, Steve Crawley, has many years of experience in the outdoor advertising industry. Speaking on the news of the new deal in place in London, he said:
"This new contract is a really big deal in the world of outdoor media, as JCDecaux will invest heavily in terms of digitalising the shelters to take the number beyond the current 100. What will be interesting is how Clear Channel reposition themselves after losing their biggest foothold in the UK. I think it's only a good thing that JCDecaux are involved as they've been at the forefront of outdoor media for a number of years now."
|Lord Alan Sugar, chairman of Amscreen|
Simon Sugar, CEO of Amscreen, said of the new partnership:
"This move will allow us to concentrate on our core competencies of hardware and software development whilst the media operation will benefit from Tom Goddard's considerable experience in the OOH environment. We are delighted that we shall continue to work in a truly symbiotic fashion with Tom and believe that the media team will benefit significantly from his guidance and leadership."
It's not the first time that Amscreen and DigiCom have done business together, with the arrangement a reversal of sorts of the 2011 deal which saw Sugar's Amscreen purchase Goddard's previous sales and marketing operation. Goddard has been executive vice chairman of Amscreen since that deal was made, but will now stand down from that position. He will, however, remain in his other role as executive chairman of Ocean Outdoor.
"Digital out of home is undoubtedly one of the fastest growing and most exciting sectors to be in. The Amscreen media network acquisition offers DigiCom a huge footprint across the UK and access to an excellent product powered by Amscreen. We look forward to bringing a range of new opportunities and offerings to the market in the coming months."
New digital advertising opportunities have arrived in two major UK cities recently, with innovative plans for three interactive screens in Birmingham announced, alongside the now-active 'Salford Arch' DOOH screen.
Three large digital screens have been installed near the newly-redeveloped Birmingham New Street railway station, bringing targeted advertisements to one of the busiest areas of the city.
The state-of-the-art screens use innovative technology to 'scan' passers-by before choosing which adverts to play. The digital billboards will analyse rail passengers, shoppers and pedestrians to assess the current crowd's main demographic before showing strategically-targeted adverts through its unique 'eye-shaped' screens.
They have been installed in some prime advertising locations which will guarantee brands high exposure of their campaigns, with one above the main entrance to the station, another near the 'drop off zone' and a third at a busy walkway between the station and the famous Bullring shopping centre.
Further up north, "a new landmark for Salford" has been installed at the end of the M602 motorway. The 'Salford Arch' will bring fantastic digital advertising opportunities for brands, with the city's Mayor Ian Stewart claiming that JCDecaux's decision to install the screen in Salford "speaks volumes for the growth and success of [the] city."
Martin Stephens, JCDecaux's Head of Planning, said of the new structure:
"The bespoke structure will provide an elegant architectural form that will enhance the transport corridor. The development will enhance the amenity of the area and introduce a form of development that is distinctive, visually stimulating and creative."
Interested in making the most of the new digital outdoor opportunities? Get in touch with our team of experienced advertising specialists today at Out of Home International today!
Coca-Cola has introduced a new advertising campaign to promote its Diet Coke range, retweeting messages of support from fans and displaying them in a range of surprising locations, including on custom jewellery, in magazines and on a giant billboard in New York City.
Aimed at celebrating and surprising fans who show their love for Diet Coke on Twitter, the 'Retweets of Love' campaign started this week in Times Square, where professional artists transformed three fan tweets into eye-catching artwork to be displayed as digital billboard advertising.
Danielle Henry, the group director of integrated marketing content at Coca-Cola North America, said:
"We've been connecting with our biggest and most passionate fans through social media for years, but we felt it was time to return that love in a way that's as big as our appreciation. A simple retweet just isn't enough for our loyal fans who love the great taste of Diet Coke. We can't wait for our Diet Coke enthusiasts to see their tweets reimagined into displays of affection that are as unique as they are."
The campaign will continue until October, with designers and illustrators working with the brand to reimagine dozens of tweets. Diet Coke will be sharing photos and videos of the artwork developed throughout the campaign on its Twitter page. The campaign is the latest effort from Coca-Cola as it attempts to promote Diet Coke, which has suffered in terms of sales figures in recent years.
There's nothing better than an out of home advertising campaign that thinks outside the box - especially one that you can eat, too. Last week shoppers at London's Shepherd's Bush Westfield shopping centre were treated to some moreish marketing thanks to snack brand Nakd, who set up an edible billboard made up of its healthy fruit and nut bars.
The 'Find Your Fave' campaign aimed to showcase the variety of Nakd products available while positioning them as quick, healthy and convenient snacks. It offered Londoners the chance to take a product for free from a range of different flavours and styles.
Nakd, which was created by Natural Balance Foods, set up shop just outside of the busy shopping centre with the snack bars spelling out "Find Your Fave." The campaign is also being executed across social media through the #FindYourFave hashtag, which is being used across Facebook, Twitter and Instagram.
Other advertising formats, including print and traditional out of home, will also accompany the edible billboard stunt - and will probably last a bit longer, too!
This is the latest example of food and brink brands bringing their campaigns to life through this edible approach - earlier in the year Coca-Cola attracted attention in the US through their drinkable billboard campaign, whilst Carlsberg dispensed lager for thirsty passers-by from out of home ad in London.
A leading UK outdoor media owner has opened up its London digital network to provide brands and businesses with the opportunity to display their social content directly onto out of home formats.
Exterion Media has partnered with a startup called Tint to bring branded social media adverts to digital outdoor screens, as well as in stores and on mobile devices.
|SOOH: Social out of home is coming to London|
The software enables businesses to draw content from across 13 different social media platforms, including Facebook, Twitter and Instagram, on their own personal 'Tint feed.' The link for this feed is then sent to Exterion who displays the content across outdoor media platforms.
In an interview with Campaign Magazine, director of partnerships at Exterion Dan Cresta, said:
"Immediacy is a key benefit as it can allow brands to deliver current and relevant content to different moments, environments and audiences; however this partnership also gives brands the opportunity to surface content and opinions of brand advocates across a range of dynamic feeds to create branded led content with a human touch."
Chosen out of home sites for the new initiative include several spots on the London Underground, the National Rail network and the famous Westfield London shopping centre.
Never a brand to adopt a conservative approach to its advertising style, Irish bookmaker Paddy Power has received yet another slap on the wrist from an advertising watchdog following its highly controversial stunt in July which made light of the immigrant crisis in Calais.
Paddy Power ran a series of outdoor advertisements to coincide with the wave of illegal immigrants boarding lorries in order to gain entry into the United Kingdom, claiming that immigrants should "jump in the back" providing they were good at sport.
"Immigrants, jump in the back! (But only if you're good at sport!" read the ads, coupled with pictures of famous British sports stars who were born outside of England such as Jamaican-born footballer Raheem Sterling and Olympic gold medallist Mo Farah, who was born in Somalia.
Paddy Power defended its campaign on the grounds that it regularly coordinated stunts that it described as "edgy, humorous and engaging" and that, due to it mainly being distributed via social media, its intended audience would be receptive to the "mischief" element behind the ads.
The ASAI, while acknowledging that Paddy Power social followers would understand that the campaign was intended as humorous, claimed that it "was nevertheless inappropriate for advertisers to refer to vulnerable groups, in a manner that highlighted their current high profile difficulties, in marketing communications merely to attract attention.
In August, both Paddy Power agreed a multi-billion pound merger with Betfair in order to create one of the world's largest online gambling businesses.
Everyone makes mistakes, and more often than not for most of us these will come in the form of typos and grammatical mistakes. An odd comma here, a misspelt word there; typos are a common feature in just about every industry, particularly those that rely on the written word to communicate with an audience.
The American out of home (OOH) advertising industry has once again recorded strong growth figures, as the impact of digital continues to propel the industry forwards at an encouraging rate across the world.
The Outdoor Advertising Association of America (OAAA) has found that advertising revenue in the third quarter of 2015 is up by 4.3% on the previous year, now accounting for $1.71 billion.
This revenue increase marks the industry's 22nd consecutive quarter of growth, showing that traditional media continues to play a key role in marketing and advertising in the United States.
OAAA President and CEO, Nancy Fletcher, said:
"OOH continues to demonstrate strong growth with seven of the top 10 product categories posting increases through the first nine months of this year.
"OOH's third quarter growth almost tripled the GDP increase of 1.5%"
The categories specified by Fletcher include Miscellaneous Services and Amusements, Retail, Media & Advertising, Financial, Government, Politics & Organisations, Communications and Automative Dealers and Services.
The out of home industry in America continues to attract some of the world's biggest brands. The likes of McDonald's, Apple, Warner Bros, Coca Cola, Universal Pictures and Fox were all amongst the top ten advertisers who spent the most money on their OOH campaigns in the third quarter.
OAAA Chief Marketing Officer, Stephen Freitas, said:
"OOH has a unique ability to amplify mobile and online marketing efforts, which is critical in today's digital world.
"The reach capacity of OOH is stronger than ever because it's not a content-based medium and susceptible to the audience fragmentation facing other traditional media."
English crisp brand Tyrrells has made its first foray into the world of traditional advertising, with a new campaign in London and the South East launched this week.
The out of home billboard campaign comprises of over 1,500 ad spots in an effort to play up to Tyrrells''posh' brand identity ahead of the Christmas period.
Coining the slogan "life's a shindig," the campaign marks Tyrrells first effort at advertising in the traditional sense, having previously relied on word-of-mouth, social media and PR stunts to generate interest since launching back in 2002.
It's certainly worked for the Hereford-born brand, which has gone on to sell its products to 37 countries across the world and make nearly £50 million of sales in the year to August.
In one of the most on-brand brand statements we've read recently, the company's brand marketing director, Jocelyn McNulty, said that the campaign is "a call to arms to say 'any gathering with the right attitude and the right crisps can become an event.'"
Tyrrells has developed a reputation as a 'posh' crisp, and its advertising debut certainly plays up to this idea. McNulty continued:
"We're at a tipping point now where we've got the stage where we can make a big step forward and we're very ambitious about the future. We're now worth nearly £50 million, we've been growing faster than most of our competitors and we just feel that it's time to raise our awareness."
Tyrrells faces competition for the premium crisp crown from the likes of Burts and Pipers, with Walkers also forced to up its game with the launch of its Market Deli range.
McNulty describes this challenge as a welcome one, describing the market as a "healthy" with "lots of innovation and lots of activity."
"What we're all trying to do is grow the market and what we're seeing is a shift towards premium hand-cooked crisps, from more mainstream crisps."
What really stretched the reach of this campaign was the use of some incredibly effective content that managed to result in everybody from the average Joe to news reporters asking the question "what is that?", combined with the perfect location. Where better for people to snap, share and shout about Drake's billboard than Drake's hometown.
All of the above came together to make the most impacting OOH campaign of 2015. At Out of Home International we understand the importance of out of home advertising, if you are looking to run an outdoor campaign and are looking for help from our specialist team then contact us now.
The success of out of home doesn't seem to be slowing down anytime soon, and the developments that are being made within the sector seem to keep on increasing.
Beacon technology lets brands have access to consumers when they're on the move via a mobile device. This month sees the first beacon-enabled campaign come to London buses for the Kung Fu Panda 3 release with the help of Shazam and Fox.
Coming to commuters' mobile phones on the films release day on March 11th, those using the Shazam app will be given access to the trailer and the option to book cinema tickets.
The broadcasting company Fox will be able to reach a larger amount of people and gain access to a completely new audience base. Data from the campaign can also be analysed to help with future campaigns.
The knowledge that brands will be able to gain from this technology are way above what has previously been possible and mobile will no doubt be a crucial part of out of home advertising and its capabilities.
For information on how you can co-ordinate your out of home campaign and make an impact, contact us!
British Home Stores, the retail giant which was last month entered into administration, has this week issued a rallying call for support.
The guerrilla marketing campaign is aiming to draw attention BHS' 11,000 staff that will lose their jobs if BHS goes under, and saw the company light up iconic landmarks nationwide with the Union Jack flag and the #SaveBHS slogan.
It was coordinated by marketing boss Tony Holdway, who said:
"The campaign speaks on behalf of the 11,000 staff at risk and our millions of customers all over the UK who do not want to see another British institution disappear from the great British high street.
"We ask that everyone join us in support of British Home Stores, tweet or Instagram us with your messages using #SaveBHS. We do not intend to go down without a fight."
100-foot tall images were projected on Marble Arch and Wellington Arch on Monday evening, before the Angel of the North was lit up with the BHS message on Tuesday. The brand also tried to project the image onto Big Ben but were foiled by the police. Further activity is expected throughout the week.
Social media has been flooded with messages of support for the BHS brand as it hopes to avoid becoming the biggest loss to the high street since Woolworths demise eight years ago by attracting a new potential buyer to save its 164 stores across the UK.
Nice work @BHS_UK👏 First London now Gateshead! Did anyone see this last night? #SaveBHS#BHS#marketingpic.twitter.com/kU7Dc4Fl8w— Charlie (@lovefromcharlie) May 11, 2016
@BHS_UK what a fabulous marketing campaign. Getting the people of Britain helping to save one of our oldest stores #saveBHS— Jessica Marshall (@Jecca68) May 11, 2016
Don't care what anyone says, I reckon this is boss! #SaveBHS#proudemployee@BHS_UKpic.twitter.com/dzCl3SgZ1E— Stephaniee :) (@92stephh) May 9, 2016
@Tonoir im an ex-BHS employee, but still know people affected. This campaign is great! Good luck #SaveBHS— Kirsty McCulley (@KirstyWorstyy) May 10, 2016
Back BHS, and join the support campaign led by Tony Holdway. British High Street retailers need our support!#SaveBHS— MiShu Limited (@MiShuBiz) May 11, 2016
Supporting the #saveBHS campaign as a former employee. Let's get behind this to save this iconic British brand https://t.co/KWZoE85C8C— Stephen Moore (@SJMmarketing) May 10, 2016
Keep up to the date with this campaign with the hashtag #SaveBHS. Follow @MediaAG and @OOHInt on Twitter for the latest marketing and out of home news.