L CIA SPEITION F ED MER OIA SUM HOR EUP
out&about in the uk.
The Summer of Euphoria
OOH medium of choice
A step ahead
Ground breaking research
Issue 1 / 2012.
Special guest
Quarterly
02/03
The Summer of Euphoria Today Clear Channel kicks off its ‘Summer of Euphoria’ campaign and what better day than the first working day of British summertime (26th March). The summer of 2012 is going to be a magical time for Great Britain and an unprecedented time to advertise out-of-home. There is a huge focus on the Olympics however, there is so much else going on around the UK from the Diamond Jubilee and Euro 2012 to the many local festivals and Wimbledon. Everyone is going to be outdoors – are you?
S FE PEC AT IAL UR E
holidays and day trips set to contribute even more to the UK economy • T he Olympic torch will pass through a total of 1,019 communities and form the core of 69 celebrations • T he Cultural Olympiad will provide 10 million chances to see over 1000 performances and events • T he UK is set to benefit from a £750m consumer spending boost in the 7 week period across the Olympics and Paralympics • High street retailers increase of £184.7m in sales • E ntertainment and food and drink industry will see an extra £81.5m in revenue
Did you know... • T his year from the 2nd – 5th June over a million extra visitors are anticipated to attend events across London • D uring Euro 2004, the England vs. Portugal match drew a record pub crowd for the tournament of 8 million people, 12 million pints of beer and cider served and £50m in additional turnover • I n total 214,000 glasses of Pimm’s were sold at Wimbledon, Henley and Ascot last year • T his summer staycation is forecast to be as popular if not more than in 2011 with domestic
Jun
2012 Calendar of Euphoria
Diamond Jubilee (2nd – 5th June) River Pageant 3rd, Bank Holiday 4th/5th
J
Isle of Wight (22nd – 24th June) Euro 2012 (8th Jun -1st Jul)
Wimbledon (25th Jun - 8
Torch Relay –
Cultural Olympiad (21th Jun - 9
Why Clear Channel? • F or the Diamond Jubilee our London Clear Channel Adshel, LD6 and Piccadilly Lite sites are perfectly placed to reach revellers
Win two VIP tickets to the Hyde Park closing ceremony concert
• A cross the country people will be stocking up on party supplies at Sainsbury’s
Enter our exclusive competition to win two VIP tickets to the once-in-a-life-time Hyde Park closing ceremony concert on 12th August, where Blur will perform as the headline act.
• O ur nationwide estate of billboards and our in-bar screens are a great way to broadcast your message • O ur national Clear Channel Adshel and Mall sites are definitely the right place and the right time to target families
Jul
From summers of sporting success to fondly recalled childhood memories, please tell us your most euphoric summer moment in 100 words or less at www.clearchannel.co.uk/summerofeuphoria for your chance to win. Submit your memories before Friday 13th April and the winner will be decided by a panel of Summer Experts.
Aug
T in the Park (6th – 8th July)
n 8th Jul)
Sep Reading & Leeds Festivals (24th – 26th Aug)
Schools Out! (20th Jul - 2nd Sep approximately Edinburgh Festival (3rd - 27th Aug) Olympics (27th Jul -12th Aug)
Paralympics (29th Aug – 9th Sep)
– May 18th to July 27th
9th Sep) including Hackney Weekend 23rd/24th June, Festivals in Hyde Park & Victoria Park 27th July to 12th August
04/05
Out-of-home becoming the medium of choice 2012 is a landmark year for out-of-home advertising. Now that we are at the end of the first quarter, it is clear we are seeing a seismic shift in what out-of-home advertising can do for brands. We are seeing how new technology has the potential to change how advertisers connect and communicate with consumers when they are out and about. People are spending 33% more time out-of-home than they were ten years ago, making out-of-home advertising more and more relevant. It is after all where advertisers’ audiences live, work and play and more importantly, where and when they are making purchasing decisions. Last year over 59% of mobile phones purchased in the UK were smartphones. With the buzz around technology, HD, NFC, QR codes and interactivity, consumer expectations are becoming more and more sophisticated. Take a look at some of the innovative campaigns launched on Clear Channel screens so far this year (page 6) and you can see how advertisers are putting technology and innovation at the heart of what they are doing. Emma Newman, Marketing Director, Clear Channel
Jeremy King, Editor of Media Week, talks to out&about regarding what 2012 holds for out-of-home advertising.
Out-of-home continues to push the boundaries Back in September last year, I wrote a feature on Media Week online about why 2012 could be ‘The Year of the Mobile’ and the significant repercussions this could have on the out-ofhome media industry. True to my word, Q1 has proved to be just that with so many innovative and exciting campaigns engaging with mobile technology and beyond. During my research for the above article, Clear Channel told me: “Out-of-home is complemented by mobile technology which interacts with our digital and traditional formats.” Bearing this in mind, recent research carried out by Savvy Marketing and PCP Market Research tells us that the number of UK shoppers who own a smartphone, be it an iPhone or a mobile running on the Google Android operating system, is up to a staggering 51%. Furthermore, this figure is set to rise to 72% by year end. So the average consumer is armed with the technology needed for interactive advertising. The same research tells us 41% of consumers are enthusiastic about the possibility of completing contactless transactions using ‘NFC’. Clearly these are exciting times for out-of-home media owners. As 2012 progresses, I look forward to seeing how advertisers and creative agencies develop campaigns that consumers want to engage with. Be it through QR codes, ‘NFC’ or new ground breaking technologies, the
opportunities are there for brands to really make a difference in how they market themselves. Last month, we saw Clear Channel work with Plan UK to deliver an innovative campaign that has never been seen in the UK – facial recognition combined with touch screen and sound. This only touches the surface of what can be achieved and I look forward to seeing how advertisers break through these technological barriers.
06/07
Clear Channel Quarterly The last few months have been unprecedented in many ways. Highlighted below are some of the campaigns breaking the mould. To get in touch email us at outandabout@clearchannel.co.uk.
Plan UK – An ‘out-of-home’ media first The Create team at Clear Channel, in conjunction with 3D Exposure and CURB, launched a UK out-of-home industry first - interactive advertising, amalgamating facial recognition, touch screen and sound. Plan UK’s Because I am a Girl campaign, which highlights the plight of the world’s poorest girls, launched the groundbreaking interactive ad on a Clear Channel screen on Oxford Street on 22nd February.
Absolute Radio’s ‘Faces for Radio’ Throughout January, Absolute Radio promoted their ‘Faces for Radio’ campaign on LD6 Screens across London. This campaign was a media first with dynamic ‘Now Playing’ live feed on digital outdoor sites using live RSS feeds offering a high impact and interactive consumer experience. The campaign displayed the tagline, ‘Presenting for your curiosity – The Faces For Radio’ and used RSS feeds to show the artists playing live on Absolute Radio in a bid to raise brand awareness and encourage trial. The campaign was planned and bought by MEC and Kinetic.
Madonna chooses Clear Channel On Friday 3rd February, Clear Channel took part in a media first - the simultaneous ‘Play’ of Madonna’s new single and video “Give me all your luvin” across nine countries in Europe, Asia Pacific and the US on over 1,600 of our digital displays reaching more than 150 million people across the globe.
08/09
Ground-breaking industry research First body motion recognition trial hits the UK capturing consumer behaviour as never seen before Tuesday 20th March saw the launch of the UK’s first ever body motion recognition research in out-of-home using ground breaking technology at an interactive panel in London. The premise of the trial devised by Clear Channel and Kinetic in conjunction with 3D Exposure, is to understand optimum consumer interaction with environments and advertising when out-of-home. The research will offer brands unique insight into consumer behaviour and preferences. State of the art content embracing the full repertoire of consumer interaction including body motion, facial
recognition, touchscreen, social media as well as the more recognisable SMS texting, QR and NFC codes, has been designed to monitor consumer behaviour and interactivity. Participants will be able to complete different tasks enabling us to observe the preferred way of interaction resulting in the first insights into consumer behaviour with technology of this kind. Matthew Dearden, CEO, Clear Channel said: “We are delighted to be partnering with Kinetic in this pioneering study. People are spending more time out-of-home, and technology is enabling new ways for brands to
engage with them. So this groundbreaking research will show how people react to new technology-enabled out-of-home advertising, and what works for them and for brands. We’re very proud to be leading the industry in deploying and understanding the potential of these new media.” Nick Mawditt, Global Director Marketing and Insight, Kinetic said: “This ground breaking project will offer the first insights into the full range of interactive consumer preferences and help brands understand dynamic consumer interaction. It could change the face of advertising moving forward.”
Matthew Dearden, CEO, Clear Channel said: “People are spending more time out-of-home, and technology is enabling new ways for brands to engage with them. So this groundbreaking research will show how people react to new technology-enabled out-of-home advertising, and what works for them and for brands.”
A step ahead Play Clear Channel’s ‘Play’ network operates in 30 countries worldwide and demonstrates our commitment to investing in transforming the way advertisers can communicate and connect with their customers out-of-home. • E mbrace the freedom to deliver bespoke and multiple messages tailored by context including time, day, location, proximity or topical updates
Innovation is at the heart of Clear Channel. By developing our inventory, it ensures we are best placed to offer advertisers the media solutions they require to deliver their message. Below is an example of our unparalleled products - please get in touch with nationalsales@clearchannel.co.uk for further information on any of these. Socialite
• E nhance or evolve creative content with dynamic messaging including live updates such as news, weather, travel and social media
Piccadilly Spectacular
• E ngage with consumers through links to mobile/online content and transactional capability through smartphone technology London Digital 6 Sheet Digital 48 Sheets
Digital Malls
Piccadilly Lite
Clear Channel Adshel Digital at Birmingham Airport
• C lear Channel Adshel has an extraordinary heritage and our network offers 45,000 6 Sheets across the UK • A s well as campaigns to build high cover and frequency, we can also create campaigns consisting of panels in particular locations and environments. • Reaching an increasingly mobile audience • Relevant for targeting the evolving consumer • The opportunity to influence the mobile wallet • Increasing consumer engagement through convergence with online • Enhancing media campaigns targeting desirable audiences
Contacts Elaine Bailey D +44 (0)20 7478 2941 E elaine.bailey@clearchannel.co.uk Guy Melzack D +44 (0)20 7478 2970 E guy.melzack@clearchannel.co.uk Design Richard Porter D +44 (0)20 7478 2268 E richard.porter@clearchannel.co.uk Photography Malcolm Menzies & Maciej Jablonski