out&about in the uk.
Inside - An agency view of digital OOH planning - Celebrating the winners of the Oudoor Planning Awards - An update from Clear Channel - The results of our landmark NFC research project with Posterscope - OMC Customer Journey - Beneath the surface with Richard Bon, Acting Sales Director, Clear Channel UK
Issue 2 / 2012.
02/03
An agency view of digital OOH planning
Camelot, MPG Media Contacts and Posterscope all walked away from April’s Clear Channel Outdoor Planning Awards, in association with Brand Republic, with the award for ‘Best Use of Digital in Outdoor’, a new category for 2012. The National Lottery ‘Jackpot Support’ campaign was a huge success. Sean Betts, Client Director at MPG Media Contacts, who played a pivotal role in delivering this campaign, gives
out&about insight into the effect digital out-of-home advertising has had on media planning. Sean has been at MPG Media Contacts for 18 months with responsibility for Camelot, EDF Energy, Magners, Nandos and PayPal. Prior to joining MPG, he spent over seven years at MediaCom working with clients such as Sky, Nokia, Universal Home Entertainment and Mars.
For further information please visit www.clearchannel.co.uk/planningawards
Sean Betts, Client Director, MPG Media Contacts “When we arrived at 11 Cavendish Square on 25th April for the Outdoor Planning Awards, we had high hopes of winning the new ‘Best Use of Digital in Outdoor’ category. Obviously we like winning awards but this prestigious one stood out to us because of what it signified. We have been using digital out-of-home (DOOH) since its inception and this new award allowed us to demonstrate the key role it plays in the planning mix for Camelot. We have worked with Camelot for 14 years now and the organisation was one of the first high-profile advertisers to recognise the importance of DOOH in the planning process. The success of the campaign was phenomenal and it allowed Camelot to add a valuable dimension to their jackpot campaigns through time-sensitive messaging. It also meant more accountable econometric models could be built, with greater ability to identify the impact of a consolidated burst of OOH impact on sales. Camelot’s investment in OOH continues to grow each year. In 2011,
digital OOH featured on 21 individual National Lottery plans and assisted in delivering record year end sales of £5.8 billion (according to Camelot Annual Report, June 2011). We have showed that DOOH can deliver a clear return on investment (ROI) for brands but to take full advantage requires sophisticated planning models to be set up. We know from the OMC’s recent study into the Customer Journey the important role OOH can play in a consumer’s path to purchase (please see pages 8 and 9) and through the highly precise 2011 Jackpot Support campaign, we have been able to identify exactly which digital formats are having the most influence. Brands’ understanding of digital media is growing and we expect to see a shift from experimentation to implementation as a core part of the planning strategy for our clients; both in terms of creative, i.e. getting the most out of the format and delivering tactical and relevant campaigns, and planning.
04/05
And the winners are...
Celebrating the best in outdoor planning MediaCom scooped two awards at this year’s Clear Channel Outdoor Planning Awards in association with Brand Republic, including the coveted Grand Prize. The campaign (‘Yorkshire’, Digital UK), on the front cover, far exceeded awareness targets at all critical points, achieved fantastic results and also took home the accolade for Best Use of Outdoor in Multimedia Campaign. More than 200 guests from outdoor specialists, agencies and clients joined Clear Channel at 11 Cavendish Square for the ceremony on 25th April. The awards celebrated the most innovatively planned and effective outdoor campaigns of 2011. Six trophies were presented in total including a new digital award.
The Judges: Philip Smith, Head of Content Solutions, Haymarket Brand Republic Group (Chair of the Judges) Mike Baker, CEO, Outdoor Media Centre Tracy De Groose, Managing Director, Carat Matthew Dearden, CEO, Clear Channel UK James Hilton, Co-Founder and Chief Creative
Grand Prize ‘Yorkshire’ Client – Digital UK Agency – MediaCom
Best Use of Outdoor in A Multimedia Campaign ‘Yorkshire’ Client – Digital UK Agency – MediaCom
NEW – Best Use of Digital in Outdoor The National Lottery ‘Jackpot Support’ Client – Camelot Agency – MPG Media Contacts Specialist – Posterscope
Best Use of Multiple Formats in Outdoor ‘Extended Hours’ Client – McDonald’s Agency – OMD UK Specialist – Posterscope
Best Use of Innovation in Outdoor Lynx ‘Angel Ambush’ Client – Unilever Agencies – Mindshare, Grand Visual, Mind’s Eye Specialist – Kinetic
Best Use of Continuity in Outdoor Client – KFC Agency – Walker Media Specialist – Posterscope Please visit www.clearchannel.co.uk/planningawards for further information
Officer, AKQA Marc Mendoza, CEO, MPG Media Contacts Andrew Mortimer, Director of Brand and Media, BSkyB Gayle Noah, Media Manager, L’Oréal UK and Ireland Russell Place, Chief Strategy Officer, UM Mick Style, Managing Director, MEC Manchester
An update from Clear Channel Since the last out&about we have continued to push the boundaries of out-of-home advertising. Below is a summary of what we have been up to but you can find more information at our press centre: www.clearchannel.co.uk/press-centre/news. If you have any questions relating to any of the below, please get in touch with us at outandabout@clearchannel.co.uk. Clear Channel leads the way in digital advertising screens Clear Channel’s iD6, the UK’s most advanced digital 6 sheet, has scooped the ‘Digital Format Award’ at the Love Content Awards 2012. Presented on Wednesday 16th May 2012 at Screen Media Expo, Earls Court, London, the format led the competition from a variety of outdoor media owners.
Window into the Capitol Microsoft embraced our award-winning iD6 screen, using gender recognition, proximity sensing, facial tracking, augmented reality and gesture control to drive people to their Hunger Games companion site, The Capitol Tour. On looking at the iD6 screen and stepping into range, the user received a full body scan to capture their photograph and determine their gender. This information was then used to create an ID card giving them access to the website.
Adidas takes the stage April 2012 saw adidas launch its ‘Take The Stage’ campaign on Adshel 6-sheets across London. The 6-sheet activity was planned and bought by Carat and Posterscope and showcased local ‘rising stars’ representing each of the 32 London boroughs. As part of this activity, adidas had specific creative running, featuring the young person on 6-sheets in the borough they are from.
06/07
Clear Channel and Posterscope release indepth NFC research Indepth study looks at how, where and why consumers interact with NFC technology in the context of out-of-home media. Emma Newman, Marketing Director, Clear Channel UK, said:
“We were delighted to work with Posterscope on this joint research to get to the core of what consumers think of NFC. What is clear is that although NFC has broad awareness, consumers are seeking more detailed guidance on its potential. This research gives us great insight into where consumers stand currently hence enabling us to help clients and brands to address consumer needs.”
Clear Channel and Posterscope’s study into NFC adoption highlights the appetite exists amongst consumers for the technology but not necessarily the knowledge. There is every sign that Near-Field Communication (NFC) – a wireless technology that allows individuals to make transactions, exchange digital content or connect with other NFC electronic devices – will become commonplace as it is incorporated into more mobile devices and is increasingly adopted for everyday usage. The study, conducted in February 2012 in the UK and USA, consisted of almost 1,000 online interviews with smartphone owners who had used at least one of the following seven technologies on their devices: Quick Reader (QR) codes, Mobile Bluetooth, barcode scanner, Augmented Reality, visual search, NFC and mobile payments. In addition, half of the respondents had used at least one of the technologies to interact directly with advertising.
Some of the key findings • 60% of smartphone owners were unsure whether their phones were NFC enabled or not. However, awareness of NFC technology itself was higher • When NFC was demonstrated, the number of respondents who stated the importance of having NFC functionality on their next phone doubled from 36% to 70% • 54% of respondents stated that using NFC technology to interact with posters would be useful • The top reasons given for interaction with NFC-enabled posters were ‘downloading vouchers/special offers’, ‘getting local information’, ‘easy access to web content’ and ‘comparing prices’ • 57% of respondents stated that if they saw an OOH advertisement that interested them, they would be likely to use NFC for purchasing. This applied to multiple product categories.
James Davies, Chief Strategy Officer, Posterscope, said:
“There have been lots of forecasts and research around the proliferation of NFCenabled phones but very little regarding consumer adoption and what might motivate them to use the technology. This study shows that once the benefits of NFC are clearly explained, there is an appetite from consumers to interact with NFC enabled posters to connect, share, download and even buy using this technology”
08/09
OMC Customer Journey Mike Baker, CEO of the Outdoor Media Centre (OMC), talks to out&about regarding their recent research looking at the customer path to purchase… ‘The Customer Journey’ is a unique investigation into the path to purchase from the customer’s perspective. We asked questions to a large scale panel and collected additional data via mobiles and smartphones to understand respondents views of the world and the influences they receive via both advertising and nonadvertising stimuli. We looked at a number of categories across brand usage, editorial reading, word of mouth and advertising media. The research demonstrated that consumers utilise a mix of media and
non-media sources when making purchasing decisions. No single touchpoint directly leads to a purchase in any category, and every category naturally behaves differently. The four stages in the ‘journey’ are absorbing, planning, obtaining and sharing. We investigated the differences at each of the stages, particularly where respondents have moved forwards on their path to purchase, and identified that buyers use different influences at different stages of the purchasing process.
An overview of the numbers: The sample was 3,700 (1,500 on the nationally representative panel and 2,200 in the dynamic stage of the research). Those in the latter stage carried mobile handsets for two weeks with each respondent being in the market for one of nine product categories. This group generated 13,000 logged brand encounters, where respondents checked in to note a brand encounter and told us the nature of it, including any resulting feelings and actions taken. Outdoor scored second highest of the media encounters, after television. Stats across the categories: • Fashion encounters were logged most frequently (an average of 11 times in two weeks) compared to banks (an average of four times in two weeks) • The all-category average was just over six times • Media advertising accounted for 54% of total encounters. This rose to 65% in cars and 66% in films • Perfumes, pay TV and fashion are areas where advertising plays a stronger than average role
• Category by category, magazines, radio, online, TV and press all have a share of the honours. But in all categories there is a consistent outdoor story. The static phase of the study also highlighted people’s interactions with outdoor; which types of people search online, search via their mobiles, investigate brands and buy products as a result of seeing OOH advertising. We learned that those most exposed to outdoor (eg. affluent, smartphone users, commuters) are the most likely to have investigated and bought because of OOH advertising. That is a feature of outdoor – the people you reach most are the people you most want to reach. This virtuous circle also means that a higher frequency of exposure is well worth having as it continues to drive investigation and purchase. There are strong links with social media and with mobile search too. All this underlines a role for outdoor’s ability to place a visual branded message in the right context to influence the people who are ‘in the market’. Please visit www.outdoormediacentre. org.uk for further information.
10/11
Beneath the surface out&about gets under the skin of Richard Bon, Acting Sales Director, Clear Channel. Richard was born in France near Lyon, educated in France and the UK and has worked in France, the UK and the US. He lives in Wanstead, East London with his wife Kate and two children Charlotte and Henry. 1. What is your greatest fear? Having regrets 2. How do you relax? Homemade curry and a good bottle of French (naturally!) red wine 3. What would you spend your last £100 on? My family 4. Who have you always wanted to see in concert (alive or deceased)? Bob Marley 5. What are your top three songs of all time? Tom Petty - free falling Jay Z & Linkin Park – numb/encore Bob Dylan – forever young Different time – different mood – different memories 6. What app would you like to invent? I don’t use apps and can’t believe we need more of them! 7. What’s your favourite advert at the moment? Adidas ‘Take The Stage’ campaign. 8. What is your greatest achievement to date? My children, Charlotte and Henry
9. Who inspires you? Michael Jordan both on and off the court. My favourite quote of his “ I’ve failed over and over and over again in my life and that is why I succeed.” 10. If you weren’t at Clear Channel, what would be your dream career? Working in sports marketing or talent management, perhaps cycling or basketball.
IT’S BRITAIN’S
GREATEST EVER
SUMMER. clearchannel.co.uk/summerofeuphoria clearchannel.co.uk/summerofeuphoria
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