FOOH 2015 by Kinetic Worldwide

The Future of OOH: 2015 Edition

WELCOME 2015 is set to strengthen the growing confidence in OOH and drive the sectorâ&#x20AC;&#x2122;s transformation. With revenues set to break through the ÂŁ1 billion mark, PWC predict OOH will grow more rapidly over the next five years than all other media, bar digital and mobile. Investment in all formats has and will continue to increase. Malls, rail stations, airports and roadside are all seeing valuable upgrades on a national scale with many new city centre sites networked.

The digital explosion and access to 3rd party data has introduced challenges and innovations in measurement, trading currencies, creativity and integration with other media that continue to excite and inspire us. We are also set to see structural changes with new faces at the UK Outdoor Media Centre and likely significant vendor consolidation. As an industry OOH will take a more central role in media communications and re-invent the value we deliver to the brands we have the privilege of working with. This magazine takes a look at the challenges and opportunities facing OOH as we continue to evolve towards a more integrated, accountable and dynamic future. We value any comments or feedback you have, so please get in touch via: FOOHKinetic.uk@kineticww. com. The future concerns us all, but we should not be too concerned. @sstuarttaylor

Stuart Taylor, CEO Kinetic UK

CONTENTS

INSIDE ZEITGEIST Industry perspectives ....................................................................................................................................................................................... P4 The OOH family share their thoughts on the current state of the industry with an eye on trends, technology and how we evolved in 2014 Is OOH eating its own lunch? ........................................................................................................................................................................... P8 As the industry shifts towards a more digital future Martyn Stokes calls for a more connected, collaborative approach CONSUMERS Start with the why and end with the what .................................................................................................................................................... P10 Rosh Singh on how culture and vision drive innovation and why as an industry we need to think more about consumers than we do about new tech Left brain, Right brain ..................................................................................................................................................................................... P14 Neuroscience and behavioural economics are on the rise in OOH and Kinetic have been busy hypothesising and experimenting The right side of the creepy line .................................................................................................................................................................... P17 How comfortable are consumers with advertisers tracking their behaviour in real time? The privacy debate examined The wearable device you forgot you already had ......................................................................................................................................... P19 Tamara Sword on how deep and powerful our love affair with our smartphone really is ENVIRONMENTS Location, Location, Location .......................................................................................................................................................................... P22 How is the contextual power of location being applied to OOH and where is the industry heading next? What next for Route and data fusion? .......................................................................................................................................................... P26 How the industry is innovating with new sources of data to achieve even greater levels of insight and accountability Cleaner, kinder, better .................................................................................................................................................................................... P30 A look at how the OOH industry is placing a greater emphasis on social and environmental issues SMART CITIES â&#x20AC;&#x201C; SPECIAL SECTION Reprogramming the city P34 Urban Strategist Scott Burnham looks at reinvention The OOH playground P40 How brands and community organisations are augmenting our urban spaces for play

The smart city P36 How data and technology is delivering new opportunities for advertisers, city planners, authorities and all of us as citizens of the urban landscape The future of retail P43 Our retail spaces are undergoing a revolution. What will the future high street look like?

INSPIRATIONS Bringing art to the people .............................................................................................................................................................................. P48 How immersive installations and art projects are increasingly transporting us into another world In the realm of senses .................................................................................................................................................................................... P50 A look at how brands are increasingly harnessing the power of touch, sound and scent to create OOH experiences we feel physically What is the next step for wearables? ............................................................................................................................................................ P53 2015 has been declared the year of the wearable â&#x20AC;&#x201C; will it be? Billboard Brilliance ......................................................................................................................................................................................... P54 In an increasingly digital world, it can be easy to forget the power of simple but bold branding FUTURES Industry perspectives ..................................................................................................................................................................................... P58 Opinion-formers look towards 2020 and share their vision for the future of OOH. The younger side also tell us what excites them most about the future.

ZEITGEIST IN 2014 OOH TOOK ANOTHER STEP TOWARDS THE CENTRE. REVENUE GROWTH, TECHNOLOGICAL INTEGRATION AND NEW,

BENEFICIAL CONSUMER BEHAVIOURS HAVE PUT OOH FIRMLY IN THE SPOTLIGHT. THE UK’S OOH FAMILY TALKS ABOUT THE INNOVATIVE WORK THAT LED THE WAY IN 2014 WHILE MARTYN STOKES REMINDS US THAT SUCH A PROMISING FUTURE WILL ONLY BE REALISED THROUGH A CONNECTED, COLLABORATIVE APPROACH.

ZEITGEIST

“We are finally able to get ‘Piccadilly Circus’ type impact in other parts of the country”

These are exciting times for the Out of Home (OOH) industry. We asked a handful of movers and shakers in the field for their opinions on the state of the industry…

Jason Cotterell Managing Director Exterion Media “OOH advertising is in the midst of an exciting transitional period. The industry is just beginning to realise its potential to merge innovative formats (both digital and classic displays), audience insight and connectivity to engage today’s content-receptive consumer. Digital is playing an increasingly important role in helping advertisers to produce more entertaining, creative campaigns, while shaping a better experience for consumers. It gives advertisers the flexibility to convey the right message at the right time. In 2014, for instance, there have been some fantastic, engaging campaigns: Hasbro’s live interactive Monopoly game on Westfield Stratford’s Four Dials digital screen; British Airways’ real-time digital campaign which changed creative every time one of their planes flew overhead; and our partnership with Pride in London, which allowed relevant usergenerated content to be dynamically uploaded to London Underground XTP screens during the festival, enabling commuters to share their experiences at the time of the event. There are two key challenges going forward. Firstly, greater collaboration within the industry is necessary. Secondly, investment is needed, to fund new digital assets, and also to deliver the back-end systems required to enable advertisers to unlock the full potential of DOOH.”

Naren Patel CEO Primesight

“Digital panels are now appearing in the top ten cities and, throughout 2014, we have seen a significant increase in advertisers using digital OOH for shorter bursts to amplify national ‘classic’ campaigns. Most advertisers do not need to buy digital for two weeks and the smart planners are using digital OOH to amplify classic poster campaigns, as opposed to replacing them. The biggest change in OOH over the last 12 months has been the growth of digital: digital revenues are booming and are close to 30% of all OOH revenue, but the sites only deliver less than 3% of all the impacts. It appears that advertisers are prepared to sacrifice cover for the ‘wow factor’ digital screens provide. One of the biggest challenges for OOH to overcome going forward is to stop using the word ‘paper’ or ‘traditional’ and start using the word ‘classic’ to describe nondigital posters. Another is to step up the use of Route. It is an incredible piece of audience research but still used infrequently and has low awareness outside the OOH industry.”

Richard Blackburn Commercial Director MediaCo Outdoor

“With all this new and exciting change, we must remind ourselves not to forget that OOH still has a great foundation as one of the last bastions of reach and impact so that brands can be seen, understood and aspired to by people. We know that for many advertisers the power of reach is so important and in a cluttered media world, the new OOH offering stands out as the perfect hybrid, able to not just communicate on a one to one level but also one to many. It excites me that reach is getting more scarce in other media but OOH can now deliver what many advertisers desire, which is growing reach coupled with the involvement from a one to one relationship. The other very noticeable evolution over the past 12 months has been the massive improvement to the national OOH estate. In an industry obsessed by London, the market’s call for regional development has been heeded. We have seen considerable investment by media owners in digital hardware regionally and it stands out more than it ever did before. We are finally able to get ‘Piccadilly Circus’ type impact in other parts of the country such as with MediaCo Outdoor’s #1Manchester screen in the retail heart of Manchester’s thriving city centre.”

Andrew Morely CEO Clear Channel

“The most exciting thing about OOH advertising is the pace of change. The medium is changing because people are changing. Consumers are increasingly connected at home, at work and on the move. They want personalised media services and are happy to engage in two-way conversations with brands, creating a seamless user experience. This presents huge opportunities for media owners to invest in digital inventory that will reach and engage the new breed of consumer.

With such huge consumer change, the OOH medium has changed with it. Not just in terms of digital inventory, but how we work with clients to help them reach and target their audiences. Context is now king and our industry is charged with helping advertisers make meaningful connections with people. We need to make sure the right message is triggered at the right time by well analysed data, based on previous purchases and browsing history.

Grant Branfoot Sales Director Outdoor Plus “DOOH is at the heart of OOH’s growth and is changing the face of London. It is a hugely exciting time for the medium. Twenty years ago, if martians landed on Earth they would have taken over the TV networks. Now, digital OOH represents the best way to communicate with the largest number of people in the quickest time. Outdoor Plus has invested over £10 million developing super premium digital with 6 new launches in 2014 and more planned for 2015. Whilst digital OOH continues to grow, there are still a number of challenges for us to overcome as an industry.

The biggest challenge facing OOH is perfectly blending traditional paper advertising, which is unparalleled in terms of reach and effectiveness, with digital executions. Alongside this, we need to put mobile convergence at the heart of our media plans, making sure people can engage with advertisers on their onward journey.”

Opinion-forming adman Dave Trott talks of digital OOH as the ‘thinking client’s choice’. However as the inventory grows, clients and planners need to start thinking of digital OOH as the solution, not the cream on top. Whilst we’ve had some great successes with tactical campaigns and DOOH is now seen as a viable alternative to press for short-term or tactical communications, there is still greater potential to be gained from the strategic use of the medium. The best clients are adapting their creative across the campaign period, be that daily, hourly or according to their own data sets. There is a value in digital OOH as a whole, in the same way that advertisers don’t simply buy peak airtime on TV.”

“The new OOH offering stands out as the perfect hybrid” 5

ZEITGEIST

Spencer Berwin Managing Director JCDecaux

“92% of Cannes Lions shortlisted effectiveness campaigns included OOH”

“OOH has never been more relevant than today, which is shown by the fact that 92% of Cannes Lions shortlisted effectiveness campaigns included OOH. It’s a medium on the move. It has achieved revenue growth again this year, alongside internet and television. The industry is transforming the medium with heavy investment in new locations, new technology and the ever growing digital sector. The biggest evolution in OOH over the past 12 months is that Route now covers all environments from roadside to rail to underground and shopping malls. The medium delivers 10.2 billion impacts every week endorsing the fact that it’s ‘the’ medium of big numbers: high reach, high frequency and high impact. Data audience trading is now a real possibility. As the medium has the ability to become more targeted and more flexible with the build out of digital screens we need reiterate the big message of OOH. We are a high impact coverage medium that works alongside TV to deliver national scale. Classic outdoor at its best gives brands fame, stature and a real world presence. Let’s celebrate our broadcast ability as much as our new ability to deliver connected, geo-targeted, socially integrated digital campaigns.”

Tim Bleakley CEO Ocean Outdoor

“2014 has been a stellar year in so many ways. It’s been a year of investment, new technology, better data and unbridled creativity. The talent working in the business is better than ever and the pioneering spirit makes DOOH an exciting place to work, as we collectively change the face of OOH communication. The evolution over the last 12 months that fascinates me most is how DOOH has begun to challenge creative thinking, empowering more people from different disciplines to be part of and to own the creative process. We have seen a shift in who and where the creative idea comes from and more and more we are seeing the central creative idea in DOOH coming from what in the past would be regarded as media departments or OOH specialists. I am convinced that the more we educate clients about the depth of communication that can be achieved through DOOH, then the medium will get even stronger. The biggest challenge facing OOH in the immediate and near future is growth. This year the industry will probably finish with a growth of about 2-3%. This just doesn’t seem like a result to me. We need to focus on new revenue streams, look to where we can prime other screen advertising and enhance other media. We have to remind clients that OOH still is the best medium to truly build brands.”

“The smartest media minds understand that the most effective campaigns are those with a strong OOH component”

James Harrison Sales Director Signature Outdoor

“2014 has seen continued digital investment, with a strong focus on building digital inventory outside of London. There is now a very strong regional DOOH proposition across the board, with further regional investment planned for 2015. There has been a renewed focus on regional key cities, with Birmingham being viewed as a key city for advertisers, and the strength of the regional market is looking very promising for 2015. We have also seen a host of innovative campaigns in the market, with some great creative executions across traditional formats towards the end of 2014.

With the continued growth and investment in DOOH, and the flexibility it allows advertisers and agencies when planning and executing campaigns, the challenge lies in retaining OOH’s position as the only true broadcast medium. We need to ensure the value of traditional formats, and their ability to deliver quality coverage and campaign frequency, does not get forgotten. Digital and traditional formats need to be equally considered in order for the industry as a whole to continue to grow.”

John O’Keeffe Worldwide Creative Director WPP

“For those of us who have been in the marketing business for many years, some of the most creative pieces of work we can remember are the classic 48 sheet posters of the past twenty or thirty years. From political parties, to beer, and everything else besides, they regularly won the highest honours at all the award shows.

“It’s been a year of investment, new technology, better data and unbridled creativity”

But over recent years OOH has developed and grown to encompass so much more than a picture and a line. Digital has, once again, revolutionised what is possible, and some of the most effective work over recent years has had digital at its core. That of course means, for anyone in a creative department, an almost limitless canvas for ideas: which, dear reader, is where things haven’t changed. Great ideas remain the commodity most in demand. Happily, as we saw at this year’s Cannes Lions, the smartest media minds understand that the most effective campaigns are those with a strong OOH component. And the cleverest writers and art directors understand that OOH is one of the most creative mediums there is. I look forward to Cannes 2015.”

ZEITGEIST The flexibility, the locational relevance, the contextual variety, the sheer drama of what can now be achieved has already been well documented. There is something very special about seeing enormous versions of familiar things. We really are only limited by our imaginations. But whilst the `front end’, the screens, increasingly make brands look great, the `back end’ of what’s going on needs more commonality and harmonisation. There are over 170 different digital formats in the UK, and the number is set to grow, all requiring slightly different creative treatment, which adds cost. There are huge variations in spot to loop ratio, and it’s not unusual to have 10 or more different combinations of format on one OOH media plan. This creates issues and costs for planners and creatives. If we want to be compared as networks of digital screens with TV and online media then we have to think carefully about uniformity, the language we use and the collective behavior we exhibit if we expect to steal some of their revenue. This is not to homogenize the myriad opportunities being created out there, far from it, but to be able to leverage the formidable scale we can command far more easily.

Is OOH eating its own lunch? We are huge supporters of digital OOH at Kinetic. The pace of innovation and change is remarkable and the level of investment impressive. Now accounting for around 28% of the total revenue in OOH, scale and coverage for DOOH is definitely improving but, outside of London, has a way to go - over 45% of major digital formats are found in the capital, jumping to nearly 85% of roadside formats.

With the growing proportion of revenue coming from DOOH, the industry is ushering in new ways of thinking around measurement, trading currencies and integration with other media. This need to think digitally will push the industry to create the tools, systems and platforms to properly aggregate the many opportunities for brands to deploy at speed, with a consistent unit of currency and with the ability to optimise campaigns using 3rd party data.

But there is no doubt that the impressive investment is turning the heads of and attracting increasing spend from clients for whom digital is synonymous with flexibility and accountability. However, we do not believe that we will ever see a landscape where every frame becomes a digital screen.

As an industry we have yet to properly understand the nature of mobile behaviours and how best to leverage them profitably, and cost effectively, both as a media and data opportunity at scale. This is not surprising as this is all very new, and the mobile and connected landscape are evolving at incredible speed.

Screens will inevitably become more prevalent but there will always be a place for static roadside imagery and staggeringly impactful building wraps. There is an intrinsic and unique value to this very public type of communication, building brand presence, reach and fame and there is no reason why this can’t continue to work in combination with DOOH going forwards.

We need to work together as an industry to create a new language and currency based on audience delivery not number of screens, one that potentially aligns us more closely with other screen media and allows us to compete for a share of their revenues, without obscuring the real and unique benefits and characteristics of DOOH. To grow the entire OOH pie we need to think solutions for clients at scale, not share for contractors or stunts to showcase new tech.

But we must also continually improve our understanding of how DOOH works with other media and make the consumer experience, not the screen or panel, front and centre of our consideration. As screens in public places proliferate, we need to know more about human behaviour, about context, about what happens next, and about outcomes for the brands that use them. And this is a collective responsibility not just a line by line or format by format task. We believe that the OOH business is stronger together.

Martyn Stokes is Kinetic’s Chief Strategy Officer. @MartynStokes

CONSUMERS AS EASY AS IT IS TO FORGET, THE CONNECTED DEVICES WE HAVE BECOME SO DEPENDENT ON ARE RELATIVELY NEW. ARE THE CURRENT

TRENDS FOR SELF-QUANTIFICATION AND PUBLISHING TURNING US INTO NARCISSISTS AND FOREVER CHANGING THE CONVERSATION BETWEEN CONSUMER AND BRAND? IF NARCISSISM CRAVES PERSONALISATION THEN HOW DO MARKETERS STAY ON THE RIGHT SIDE OF CREEPY? AND IS OUR PREOCCUPATION WITH TECHNOLOGY DIVERTING THE INDUSTRY FROM ITS PRIMARY CONCERN, CONSUMERS? 9

CONSUMERS

Start with the why and end with the what Why do start-ups own innovation? Kinetic’s Director of Innovation, Rosh Singh on how culture and vision are the driving forces behind innovation. And how as an industry we need to think more about consumers than we do about new tech.

reframing the way you think as a business by reframing the way you think of your business. His Golden Circle frames the idea that people don’t buy what you do, they buy why you do it and that we should all start with why and work outwards followed by how and then critically what we actually do comes last. The reason for doing what we do and how that effects us as a company is more important that the products or features that we are selling. Sinek uses the examples of Apple, Martin Luther King and the Wright Brothers as the base of his book, but there is a lot we can take from his methodology:

Unless your name is Brin, Berners-Lee or Musk the chances are you are not truly innovative and you never will be, but just because we will never invent the internet, re-invent the internet or be the living embodiment of Tony Stark doesn’t mean we shouldn’t at least try.

Why should the user interact with us? - we need to provide value and utility to our users, make their lives easier and try to solve their problems rather than reaching for arbitrary media firsts and empty award nominations.

Over the last 10 years there has been a shift away from the old guard of technology – the likes of Sony, Phillips, Braun et al were the bastions of innovation. But look at the products we use and interact with today on a daily basis: Google, Twitter, Skype, WhatsApp, Dropbox, Spotify, Air BnB, Asos, Uber, Hailo. These products all came together from small teams within the start-up community and then went on and have taken their place in our daily lives – we don’t even think about the technology behind them, we have just integrated them seamlessly into our routines. Successful start-ups find real-world problems and look to solve them in innovative ways providing them with value, utility and ultimately loyalty – they are searching and striving to make lives easier rather than trying to sell latest features or incremental improvements. Utility + Value = Loyalty.

How do we want them to feel when then engage with us? - We are all in effect story tellers and we need to craft every single element of the narrative we are weaving on behalf of our clients. How the user feels across our entire story should be considered and not just the final result. What platforms do we want to engage them on? - The why and the how dictate the what. The technology should come last, which often is not the case: we are all guilty of trying to get an “NFC” campaign off the ground or try to integrate Oculus Rift into a brief. Technology should be seen as the tool that allows us to fulfil our goal, rather than the goal itself.

Our thinking as an industry needs to shift towards validity: finding the best and most valuable solutions to problems, getting the right answer rather than the answer that we can get to easiest for the most profit. This in itself is the cornerstone of innovation – we must create value, otherwise we are just creating waste.

Innovation can be broken down into 5 main areas: 1. 2. 3. 4. 5.

In his book, “Start with Why”, Simon Sinek suggests

Ideas User Experience Technology Data Failure?

â&#x20AC;&#x153;Our thinking as an industry needs to shift towards validityâ&#x20AC;? 11

CONSUMERS Technology There are now new enablers that have levelled the playing field and allowed entry-level hobbyists to begin experimenting and innovating. Enablers such as Raspberry Pi and Arduino mean that we can quickly and easily prototype our ideas with little or no programming or electronics experience. These technologies form the basis for what is likely to be the next industrial revolution – the “Maker” revolution, an empowered population with the ability to prototype their ideas with minimal effort is an exciting proposition. For us it means that we can start to experiment with the internet of things, and connected objects using the lowered tech barriers to start to mash-up technology to create experiences like no other.

Ideas

Data

Our ideas form the corner-stone of innovation. Execution is of course vitally important but without a killer idea we will never truly revolutionise, disrupt or innovate. Our ideas need to be a combination of insight, imagination and inspiration.

Data is the new brand currency and when we run any activity we should be looking to gain insight and learning at each and every step, whether that be user level data or anonymous aggregated data, we live in the information age and data is the root of all information.

Iteration is also innovation. Look at WhatsApp as a great example of this. People loved to communicate via SMS but they didn’t like the feeling that they were held to ransom by their monthly SMS allowances. WhatsApp built a product that directly mimicked the features of SMS but used Wi-Fi rather than SMS allowance and then marketed that as a stand-alone product. Their key insight and the iterative approach led to them being purchased by Facebook for a cool $19Billion. Value exchange is the key to success when trying to get data from users – if we give them value and utility we are more likely to succeed in gathering the data that we need. Lets take the Nike Running app as an example – a great tool and the perfect accompaniment to your run – packed full of great features and really appealing for those who buy into the quantified self movement. There is no doubt that the app gives you huge amounts of value, the app asks you for your height, your gender, your weight and your shoe-size – all to power features within the app itself so we have no problem in handing the data over. Combine this with our run routes, distances, times, home address etc and Nike are harvesting a hugely valuable cornucopia of data with a value exchange so slick the majority of us don’t even realise it is happening.

User Experience User experience is hugely important and often neglected, we need to perfect and polish anything and everything that the user interacts with. The aim is to create the most pleasurable experience for the end user as possible, while also trying to surprise and delight them where we can. Our roles are not only as marketers and planners but we need to consider ourselves experience designers, capable of honing and defining great brand experiences through whatever medium we choose.

Failure? Failure is somewhat of a taboo word in our field. While nobody wants to fail as such, the fear of failure means that we stop taking risks. Without taking risks we by default slide into seeking the most reliable solutions to our problems. Generation Z are advocates of failure and wear their failures as badges of honour, showing that they pushed themselves and pushed the envelope and this in some circles is deemed as all that is important. Innovative thinking is a cultural and systemic undertaking, it shouldnâ&#x20AC;&#x2122;t be left to a select few to be tasked with creativity, our culture should afford us all with the tools required to push our work forward in every facet of what we do. We may not be a Berners-Lee a Brin or a Musk but we are all innovators and we all have the ability to think differently and be proponents of change rather than just watching others change around us. @BillyRoshan

â&#x20AC;&#x153;Our roles are not only as marketers and planners, we need to consider ourselves experience designersâ&#x20AC;? 13

CONSUMERS

eft ain ht ain

Neuroscience and behavioral economics have been gaining traction in media circles over the last few years. We don’t know all the rules yet but at Kinetic we have been hypothesizing, experimenting and learning how it can be applied to OOH in the process. We all do it. We frequent the same three, office adjacent sandwich or sushi chains each lunchtime. We would like to be more adventurous but you know, it’s been a very busy morning, there’s that 2pm meeting and not a lot of time. So it’s the ham and cheese or meal deal again. But don’t feel bad, life is complicated! Cornell University found people make on average 226 food decisions a day when they thought they made only 14. So it’s not that you are lazy, not at all, in fact you are Obama-like, presidential if you will. The practice of ‘routinizing the routine’ has led to President Obama out-sourcing low impact decisions like what to eat or what to wear to avoid wasting energy or focus. He either lets other people make those simpler decisions for him, or he makes those decisions once and puts them on autopilot, so he doesn’t have to think about them repeatedly. “I don’t want to make decisions about what I’m eating or wearing because I have too many other decisions to make.” So really we are highly efficient thinkers rather than victims of proximity! Each and every day we make thousands of decisions. Most of them happen without much conscious thought or awareness, even if we like to think otherwise. Unlocking the subconscious triggers that inform our decision-making and the key influences upon them has been a focus of researchers for 40 years

le bra righ bra

Large players in our industry have already turned to Neuroscience to unlock the meaning and potential value of our brain responses. Unilever have used wireless EEG headsets to measure brain impulses when viewing potential advert creative. The aim being to unlock hidden responses that may not normally be shared verbally.

Ocean Outdoor’s pioneering ‘Art of Outdoor’ study (www.oceanoutdoor.com/ neuroscience) used similar techniques to measure the brain impulse of consumers exposed to OOH adverts. By measuring brain activity they were able to by-pass verbal responses, which are filtered through the more rational left brain responsible for speech (common to traditional research methods) and tap into the unfiltered, subliminal emotional responses of the right brain. The study found that consumers react positively to premium OOH sites with the ‘Wow factor” and that size, scale and iconic location all boost emotional response. At Kinetic we believe that OOH is the ultimate behavioural medium, a theory supported by Ogilvy’s Rory Sutherland. We have been working on a two-year behavioural economics research thematic designed to understand how OOH works beyond simple reach and rational metrics. We are developing a planning tool that can fit the right creative message with the right location and the right mindset. This will help understand where to place branding and activation messages to best effect and which behavioural nudges work harder in which OOH locations. We are hoping to align our independent research with the moodstate identified Touchpoints to develop the planning tool further. So watch this space! Read on to find out the results from our recent experiment with #Ogilvychange, to see how something as simple as stickmen can have a powerful influence on consumer behavior and that social norms can be challenged and changed by bringing them into conscious consideration.

CONSUMERS Our second experiment looked at whether we could get shoppers to eat lunch at an earlier time by changing norms describing what people feel they ought to do. People like to think they eat when they are hungry, but in reality, mealtimes are determined by what is ‘normal’ or socially acceptable, making lunchtime after 12pm. We designed a poster to break this norm by giving people permission to eat when they want, not when they think they should. As we expected, a poster with the phrase ‘Who says lunch has to be after 12?’ and the image of a girl eating increased footfall in the food court before 12pm by 24.8%! Our third experiment also aimed to nudge shoppers to the food court at an earlier time but took things one step further. We wanted to change the norm about what other people actually do, since people’s decision to eat is also influenced by seeing other people eat.

Seen and Herd: How to increase footfall by 75% at no extra cost

We designed a poster that gave people permission to eat before 12pm using multiple messengers. A poster with the phrase ‘Who says lunch has to be after 12?’ and the image of a group of people eating lunch was even more effective compared to the image of just one person, increasing footfall to the food court by 40%! Even more astonishing was that compared to no poster, this increased footfall by 75.1%!

We have always known that Out of Home (OOH) is the ultimate awareness-driving medium but whether it can actually change behaviour is less well established….until now.

As it turns out, OOH ads can actually change behaviour. These three live experiments prove that OOH media can be used to change ‘the norm’ and subconsciously change behaviour. OOH ads are the ultimate awareness and behavioural medium - once they are ‘seen, people most definitely herd’.

In preparation for the 2014 Mindshare Huddle, Kinetic teamed up with #ogilvychange, the world’s leading behavioural practice, on an exciting project examining the influence of OOH advertising on behaviour. Ogilvy & Mather’s Group Chief Strategy Officer, Jez Groom gives us the lowdown on what they found out. Behavioural psychologists have long known that social norms have a powerful effect on the subconscious mind and the decisions that we make. Hundreds of experiments have demonstrated that people imitate the behaviour of those around them; but we wanted to take this research to the next level…into the field. With this goal in mind, we ran a series of unique experiments on some unsuspecting shoppers at Lakeside shopping centre. We wanted to know how OOH ads can influence behaviour using the power of social norms. Our first experiment tested whether simple pictures of stickmen could be used as a social proof to guide shoppers to quiet areas in the mall. People generally assume areas that are not congested with other shoppers are inferior to busier areas, creating a norm about where to shop. We designed two posters to put this idea to the test - one poster highlighting the location of The Brompton Walk on a map of the shopping center using a crowd of stickmen and the same poster but without the stickmen. In line with our predictions, the poster with the stickmen compared to the poster without them increased footfall by 16%! We also found that the poster with the empty Brompton Walk had a negative impact, reducing footfall by 4.9%.

How comfortable are consumers with advertisers tracking their behaviour in real time? Has the recent media coverage around privacy scarred consumers for good? And will beacons be able to bounce back from the recent controversy in NYC? The privacy debate examined. For some of us Bono has always seemed a little bit too ubiquitous, but he definitely stepped over the creepy line for many in 2014 when U2 signed an agreement with Apple to distribute a free copy of their latest album to every single iTunes subscriber, whether they wanted it or not. And many did not. Despite getting something completely free without arguably any real catch people were angered, horrified, with some even going so far as cancelling their iTunes accounts to express the depths of their disapproval. The backlash was swift and widespread prompting Bono to admit to suffering from ‘a drop of megalomania’ and Apple publishing a dedicated webpage providing step-by-step instructions on how to remove the album from customers’ accounts. As it turns out, humans like to be asked. We like to feel we have a semblance of control – even if that is really only an illusion in reality. And while most of us can understand how a level of data sharing is beneficial to us in many varied ways – we most definitely would like to know the hows, whys and whos first. In the post-Snowden era, perhaps one of the reasons we react so fiercely is the feeling of powerlessness consumers currently have over how their data is stored. A recent study found that 91% * of adults agree that consumers have lost control over how personal information is collected and used by companies. (Though how much control have we ever really had?)

CONSUMERS That’s not good news for brands that are looking to engage with consumers on a more personal level. A prime example of how damaging this current level of mistrust can be is the recent controversy over beacons in New York. In early October 2014 Buzzfeed published an article warning people that 500 tracking devices had been covertly installed across NYC and were being used to monitor citizens as they went about their daily lives. Despite this being grossly untrue – the ‘tracking devices’ were actually simple beacons designed to push advertising messages to consumers who had downloaded a specific app and opted in - the article caused so much backlash the beacons were ordered to be removed immediately. Whether New Yorkers will ever be ready to accept widespread beacon technology remains to be seen. But the problem here wasn’t the technology, it was the fear generated by lack of information. And increasingly, when it comes to matters of privacy it is important that the facts are treated carefully and that public ignorance is not manipulated to create hysteria and fear over something that is in effect fairly innocuous, for the moment. How do you feel about sharing personal information with advertisers?

But it isn’t all doom and gloom for technologies that hinge on knowing a bit about us personally. There are many examples of brands getting the balance right. We tell Facebook the stories of our daily life in return for the ability to connect with family and friends for free. Around 30 million of us are more than happy to have Amazon hold onto our credit card details for the benefit of one-click convenience. One of the biggest holders of data in the UK is arguably Clubcard, which is tracking every single purchase made via a Tesco outlet, but 17 million of us don’t mind that level of surveillance for the discounts we receive in return. The most recent Kinetic Consumer Panel backs up that consumers particularly younger consumers (see graph) - are more than willing to hand over their data in exchange for something in return. ‘In return’ being the key phrase here - it is the perceived level of value exchange that is vital to increasing consumer trust. But with 68%* of consumers suggesting they don’t feel the value exchange is in their favour at the moment, we have a long way to go. The Kinetic Panel also indicates that what we are willing to share varies significantly depending on what we will receive in return (see table) – our phone numbers and our social profiles are by far the most sacred to us and the least likely to be shared with brands. Again younger consumers are more willing to hand over their personal contact details in every instance than adults in general. It is by improving relevancy in messaging that will lead to more widespread levels of trust amongst consumers around the use of their personal data and as marketers we have to get better this. And quickly. While the recent beacon controversy in NYC is most definitely a speed bump in the road to the mainstream adoption of technology such as this, it serves as a warning – people will react, over-react even – if there is the inference their privacy is being violated. And while the reaction may not tally with how consumers feel when asked in the context of receiving benefits, it shows how education and transparency are vital. There is no legal expectation of privacy in the public space. But that does not mean brands shouldn’t respect it. Being free isn’t enough, staying on the right side of the creepy line by being transparent, relevant and respectful is. What basic information would you be willing to provide in order to:

Source: Kinetic Panel December 2014 n =1000

Source: Kinetic Panel December 2014 n =1000 * GfK Privacy Panel 2014

Introducing the wearable device you forgot you already had 19

Words: Tamara Sword Director TRM&C

You have to have been living under a rock not to have heard about the next big thing in connected devices – Wearables. They were the most talked about topic at CES. From fitness trackers to smart watches to the much hyped (but already ill-fated) Google Glass, Wearables promise to deliver an even greater synergy between our digital and physical selves. And yet, despite all the interest in this next generation of devices, one wearable has already achieved mass adoption. It’s sold approaching two billion units, yet gets little coverage when it comes to Wearables. Chances are one’s right under your nose. I’m talking about your smartphone. Recent research found that on average, we look at our smartphones 150 times a day. Digging deeper into the research, 150 times a day was the average - some people in the study looked at their devices an astonishing 900 times a day. That’s pretty much once every waking minute. Think about the ergonomics of that for a moment. The reason we don’t consciously clock the time we spend searching for our

phones in our bags and our pockets hundreds of times a day is because they don’t live there anymore. They increasingly remain in our hands. In a very real sense, smartphones have become wearable. Smartphones are now our constant companion. The first thing we look at in the morning. The last thing we turn to at night. Our significant other and the lens through which we increasingly view the world. Our relationship with the smartphone runs deep. They’re rewiring our brains and changing our very sense of the real. We’ve moved from experiencing life to documenting it. “Instagram or it didn’t happen.” And it’s no longer enough just to document and broadcast our lives. We feel the need to document ourselves experiencing life – witness the rise of the selfie. The smartphone has given us access to technology until recently the preserve of brands, broadcasters and shadowy government agencies. Armed with these new mobile powers, we consumers have become individual brands, marketing our first-person lived experience. And the selfie is our logo.

CONSUMERS What hope does the new raft of wearable devices have against such entrenched competition? Rather than compete to replace the smartphone, new wearable devices are largely companion devices – requiring connection to a smartphone to function or to visualise the data they produce. The forthcoming Apple watch, Google Glass, Fitbit - they are simply add-ons to our fundamental smartphone dependency. They offer additional functionality, but none are pretenders to the smartphone throne. None promise to truly give us our hands back. And none let us take the allimportant selfie. So what could replace the smartphone? Rather than smart watches or augmented glasses, I’m following the money and betting on a technology that Facebook, Amazon and Google have all invested in. Drone technology. Increasingly small, efficient and affordable, drone technology has emerged from the defense industry and rapidly seeped into mainstream consumer electronics. Many of the hundreds of different drones available come with a mounted camera– perfect for documenting our lives and taking selfies, but could they be used for more? Could they potentially replace the smartphone?

Nixie is a start-up out of Harvard University, currently in the earlyprototype stage but with big ambitions. It’s a miniature drone equipped with a camera that can be worn on the wrist. A tap and the drone releases, hovering around you and filming your every move. Add a flexible touchscreen, voice, GPS, additional processing power and connectivity and you have all the ingredients of a smartphone – but one that can live on the wrist or fly free when required. A new generation of Wearables is certainly coming, but until they offer all the functionality of a smartphone and more, they won’t truly take off. @tamsword

www.flynixie.com

ENVIRONMENTS THE REAMS OF AVAILABLE DATA NOW TIED TO PHYSICAL LOCATION ARE ACCELERATING OUR UNDERSTANDING OF CONSUMERS AND HELPING TO

ILLUSTRATE COMMON BEHAVIOURS IN ON-THE-GO LOCATIONS, MAKING OOH MORE ACCOUNTABLE ALONG THE WAY. BRANDS ARE BEING ENCOURAGED TO PARTNER GEO-SPECIFIC MOBILE WITH DYNAMIC, FLEXIBLE DOOH TO DOMINATE LOCATIONS. HOW CAN BRANDS USE CONNECTED, DIGITISED ENVIRONMENTS OF THE FUTURE TO ENHANCE LOCATION EXPERIENCE WITH RESPONSIVE, CONTEXTUALLY RELEVANT CONTENT? 21

ENVIRONMENTS

If I am honest, there are times I arrive in the kitchen at home without the faintest idea why; I stand there, blocking the doorway, as my original purpose evades me. If I paused like this on Oxford Street, I would be crushed. But luckily I don’t, as like the thousands of consumers around me I am here for a reason. Like them I am task focused. Today is Saturday and the task we are undertaking is shopping, but you already knew that, if I had said it was Monday in Canary Wharf you would be wishing me luck at my meeting. As humans we subconsciously label individual locations by their primary function and adopt this conversational shorthand knowing others will draw the correct conclusions about our circumstance. These labels are signposts to consumer behaviour and action. As marketers we can do more than make educated guesses. Yes, by location we can assume intent to shop, to play, to travel but now, by analysing data created by consumers in these locations we can access clues to mind-set, mood and uncover the parallel marketplace that exists in these locations. Secret digital behaviours take place in these physical locations that can inform copy, scheduling or experiential deployment and it is this behaviour that is the key to unlocking an understanding of consumer need. A brand that can answer this need in real-time, whether it be through entertainment, information or utility, will ease the user’s passage through the physical space and earn appreciation. We funnel our entire lives through our smartphones. They are how we make sense of the world around us. (32% of UK adults use maps apps weekly) We use technology to keep us on task when OOH. According to Google, 29% of UK adults make a local search on a smartphone weekly. Connected devices have obliterated ‘free-time’, now every moment is a potential mobile moment, which we fill with exploration, research or commerce.

The latest handsets and operating systems will further accelerate this trend. Amazon’s Firefly encourages deeper investigation of the physical world through powerful sonic and image recognition that enables consumers to scan posters to instantly purchase items online or contact businesses. Current Android features like Google Now alert users to products in their physical proximity that they have previously researched online. In the same way that a consumer’s online research demonstrates intent, Google recognise physical location as a strong indicator of intent also. Our constant smartphone use is feeding a greater understanding of location for all. Mobile search data tied to location is now informing us of interests or queries common to that location or behaviour and helping brands craft appropriate communications that answer a specific, location based, time sensitive consumer need. Answering a need that is relevant to a specific time or location requires keen targeting and flexibility. While OOH has always been geo-specific - quite deliberately placed in proximity to people - now it is connected and flexible. Like the other screens in consumer’s lives, DOOH can now be useful, contextually relevant and personal. Intelligent content management systems such as Kinetic’s D4 system (Dynamic, Data Driven, DOOH) aggregates multiple data sets to create bespoke, contextually relevant OOH content. Data can be used as either content or as a campaign trigger.

YOU ARE HERE

Location, location, location Location is a strong indication of consumer intent and the first step in unlocking an understanding of their need. Kinetic Activeâ&#x20AC;&#x2122;s Dominic Murray looks at how the concept of location is being applied to OOH as well as where the industry might go next.

ENVIRONMENTS

A visualisation of local train times can be served to create utility. If trains are delayed, the same data can trigger a change of copy that sympathises with the consumer or offers an alternative activity. Live sales data published in real-time around a mall can alert customers to dropping stock levels, helping them avoid disappointment and organise their precious time. 44% of shoppers ‘showroom’ while in store, why can’t DOOH be as informative and useful while still delivering broadcast messaging? Netflix uses multiple data feeds as triggers for DOOH content. Having created short GIFs from films and programmes they host, Netflix used weather, time, social and sport data to inform the scheduling of over 100 different copies. Localised data ensured the messages landed in the right context, at the right time for maximum creative effect. Tapping into shared experiences common in public locations - getting caught in the rain, crushes at sales, disappointment at sporting results - OOH can deliver broad personalisation.

As connected consumers we see very little difference between the physical and digital worlds. Integrated planning of OOH and mobile is driving up metrics, merging physical and digital worlds and shortening the path between consideration and purchase. By combining OOH and mobile, brands can truly dominate a location. Geo-fences enable brands to be extremely targeted. Companies such as Weve or XAD will deploy mobile banners or SMS exclusively to a geographical area known to be relevant. Integrated mobile and OOH planning should enhance location experience and assist an OOH consumer journey. Sophisticated mobile banners merge the physical and digital worlds seamlessly. For example, Alcohol clients can deploy banners that contain dynamic distances, showing in banner how far the user is from a perfect serve of beer. Consumers could also be targeted based on a physical location they have previously visited. An Automotive brand could target a consumer who had visited a car dealership that day or a department store could re-target shoppers who have visited a sale event. A ‘silent’ geofence captures limited data from visitors, which is then used to re-target at a later date with a contextual relevant message.

With limited range but great potential scale, beacons offer delivery of personalised, location relevant content. Fittingly, the first incarnations have been to assist with hyper-local information and navigation. Importantly, Beacons will help brands recognise, reward and understand its most loyal customers. By monitoring a userâ&#x20AC;&#x2122;s visits to a store, areas they visit and offers they redeem, a brand can tailor messaging delivered through push messages. Interestingly, the mechanic that enables customer recognition could be reversed so that DOOH in proximity acts as a welcome message or tailors content.

Efforts being made to integrate OOH and mobile planning have been somewhat hindered by the fragmentation of responsibilities across media agencies, specialist agencies and even media owners. It could be argued that while mobile shares the DNA of digital media, it has more in common with a future of location specific, real-time DOOH. In a world where smartphone ownership overtakes nonsmartphone ownership at the age 9 for UK kids, it is hard to predict the future beyond saying it will accelerate. This generation will set about mapping more of their personal world, annotating physical locations with their digital life, search queries, commerce, app usage, health data and more. The relationship with our connected devices will deepen; our reliance on them to navigate the physical world will increase. If today, a toddler sees a magazine as a faulty tablet, how will generations to come view DOOH screens if they are not personalised, useful or seamlessly integrated with their device? Location will always be an indication of consumer intent, because no matter what a drone can deliver to your door, we will always be required to make physical journeys. @dominic_murray0

ENVIRONMENTS

What next for Route and data fusion? In February 2013, ROUTE entered our world and changed how we plan and measure OOH forever. With all OOH environments included now what happens next for the dataset? And how is the industry innovating with new sources of data to achieve even greater levels of consumer insight and accountability?

Routemaster Gideon Adey is passionate about how OOH’s measurement tool, Route, is changing the face of the industry and he believes 2015 will be a pivotal year because “many planets are now aligning”.

Expanding the data set One of the “aligning planets” is the vast amount of new data that has recently been added to the Route database. It now comprises not only more roadside, bus, rail and underground sites, it also now includes data from airport sites. Additionally, it has added information from car park retail sites, pedestrian precincts, motorway service stations and the Glasgow Underground. There’s also been a shift in attitudes over the last year, according to Adey, with Route fundamentally changing the way clients plan and buy out of home media: “They’re moving away from using Route as a way of measuring, to a way of really understanding how people consume media out of home.”

Clients reaping the most benefits are those prepared to share their own data and work in true collaboration. For instance, Kinetic is working with a car brand that has shared data about the home postcodes of everyone who has bought its cars, as well as those postcodes of people who’ve requested a brochure. From this, the marketing team can identify the “real” catchment areas in relation to the car dealerships and spot clear patterns, using out of home to promote the vehicle model which best matches the area. “Where clients engage with us in this collaborative way, we’re seeing a marked difference in results,” adds Adey.

The fusion of TGI data A second “aligning planet” is the fusion of TGI data with Route. This project is in its very early stages, with the Kinetic insight team currently carrying out a proof of concept to understand the value this fusion could add. However, it is likely to mean that marketers can apply even more granular targeting accuracy and efficiency to their outdoor campaigns. As a researcher, Kinetic’s head of insight for EMEA, Jennie Sallows, admits she is naturally cautious and so is keen to manage expectations around this fusion. However, it could be a groundbreaking leap forward for the industry because it means clients will be able to buy outdoor in a way that is more in line with how they buy other audiences in other media. As Sallows says: “We believe that data fusion can help with audience planning by giving us a better understanding of audiences which we can feed into our channel planning tools. In 2015 we will be working with various clients on what promises to be an exciting journey and will, by the end of the year, have a project that we can take to market, but that’s all we can say at this point. More will be revealed throughout the year.”

ENVIRONMENTS

Owning the moment Twitter’s Planning Director, David Wilding talks about how the platform is helping brands drive engagement by leveraging user data around ‘everyday moments’ and how he sees OOH taking advantage. “The challenge for any media planner is to get the right message at the right time to the right person. Everyday Moments is a tool we have at Twitter to help brands see what the UK is talking about at any given time in any given place. By watching what people are talking about and commenting on at a particular time, brands can make their content relevant to these conversations. For instance, Nokia created a series of Vines around the morning commute asking the question ‘Wouldn’t it be wonderful if this happened on your commute?’ and served the content onto Twitter. Twitter is about owning the moment and giving brands the opportunity to respond to events in real time. Another good example is Cadbury’s Dairy Milk’s campaign around the Brit Awards, which saw the brand push out the best performing tweets onto digital screens in the London Underground the next morning targeting commuters. The live creativity that Twitter allows on outdoor media is an exciting development; it’s all about bringing Twitter to life on outdoor media and also about how outdoor can come alive through Twitter. The two have a bright future together.” To see a live demo, visit moments.twitter.com

28 28

The visual scale factor A third “aligning planet” is the work Kinetic has been doing around measuring the quality of an OOH impact, called the “Visual Scale Factor” (VSF). This is a mathematically derived expression of the “quality” of a viewing of OOH media by a consumer. “Up until now, this has been the missing ingredient – the “Alchemist’s stone, if you will – for any form of audience trading in OOH,” says Adey. But Kinetic has discovered a formula, based on a staggering 1.2 billion calculations, which measures quality and has been using it with a small group of direct clients. “We will publish the methodology for peer review early next year,” says Adey. “As we believe this to be critically important for the industry as a whole, we’re working with a couple of media owners to test this formula prior to publication. Then the industry can apply the methodology to their own buying and selling practices.”

A new approach to optimisation

The discovery of the VSF has led to a drive within the industry towards a completely different way of valuing and trading the medium. Up until now the industry has traded by number of panels but today, because of Route and VSF, it is able to take the landmark leap to trade by audience numbers balanced with quality of impacts. Jason Cotterell, managing director, Exterion Media, confirms that he’s seeing brands increasingly take an audience-led approach to buying OOH because of Route. He says: “Rather than building campaigns by format, they are putting the audience at the heart to deliver more targeted, and therefore more effective campaigns. Over the last 12 months, content-based OOH media has been snapped up by brands that realise this value. Building on this content and audience-based approach will make OOH even more effective in future.”

Data-led planning – the next step? The next logical step in the equation, says Adey, “is the development of this common language for the expression of quality and value.” However a common language does not mean homogeneous planning as individual campaigns will always have individual needs around delivery, quality and ratings distribution. “It is the layering of client data in this area that is already making a difference in the way we plan – we are already seeing client data from EPOS, search, distribution and sales enquiries affect the shape of campaigns. This bespoke client optimisation is adding significant value to the medium but currently this is the exception rather than the rule. The process will see huge gains in efficiency, allowing buyer and seller to negotiate multiple scenarios and deliver optimum plans against prevailing market conditions. Effectively meaning better value for our clients and making OOH more valuable for everyone.”

Kinetic’s VSF will give the industry a new mathematically derived measurement to judge the level of impact delivered by different formats.

ENVIRONMENTS

Advertising and the felling of trees for poster manufacture might be some of the first images that come to mind when thinking about the impact OOH has on the urban and wider social environment. But in reality today quite the opposite is true. Today the industry and the supply chain place social and environmental issues at the heart of their businesses as the industry evolves, with everyone set to benefit. Modern planning methods, incorporating all OOH environments and formats are being used more innovatively to promote healthy behaviours, educate and inspire lifestyle changes. This in turn can lead to improved outcomes for the whole population. The case studies in this section will highlight how both new and established initiatives from suppliers, advertisers and media owners are educating, protecting, enhancing and in some cases saving lives whilst protecting the environment, directly and indirectly.

The supplier: hi-rezz hi-rezz is a key supplier of OOH print, 2D and 3D special build project management in both the UK and overseas. They take their impact on the environment seriously and implement and fund a Carbon Zero initiative achieving certification with the ISO 14001 Environmental Management System since 2010 for the print and initial dispatch of all their work.

The technology company: Pavegen You may remember Pavegen Systems from our Moving Minds technology event in 2014. If you were lucky enough to get up close to the technology on the day you were no doubt surprised at the huge amount of energy generated just by people going about their daily business. Now if only there was a way to capture it! Pavegen evolved the humble paving slab into a dynamic object that is able to convert energy generated by our footsteps into electrical power.

The majority of hi-rezz paper is Forest Stewardship Council approved. All dry posted and London Underground posters are recycled and the re-use of vinyl for damp proofing and cavity wall insulation highlight how the business has a passion in the pursuit of sustainability.

hi-rezz also works to support projects helping some of the poorest communities around the world. As a print business they understand better than most how vegetation can provide a livelihood and so their support of Agroforestry, a project that restores degraded land through the maintenance of newly planted indigenous trees and bushes, is a natural fit.

The Pavegen slabs can do more than just capture energy however, they can also provide a useful real-time data source to aid in the tracking and management of footfall around our cities with the potential to incorporate the data into cities’ traffic management systems. The boring bit? A typical tile is made of recycled polymer, with the top surface made from recycled truck tyres. The really cool bit? In their largest installation to date, Pavegen installed 200 tiles into a local football pitch in Morro da Mineira, a favela in Brazil that has not previously benefitted from tourism or private enterprise development. Together with Shell they created the world’s first people-powered, energy-generating football pitch. Powered by Pavegen technology the football pitch is not only providing a much-welcomed community facility, it is acting as a tangible off-grid power supply that benefits the whole community.

www.hi-rezz.com

The media owner: JCDecaux Enjoying the largest market share across many European markets, JCDecaux attributes much of its success to “the development of innovative products of the highest quality whilst respecting rigorous standards of ethics”. To achieve this the company created their Sustainable Development Direction in 2007 to address the challenges and coordinate the implementation of measures to pursue economic development respectful of both people and the environment.

www.pavegen.com

Amongst other initiatives, the business is committed to reducing energy and water consumption and by recycling posters and other waste. There is also a focus on ecodesign in the re-engineering of existing and the creation of new products. The business achieved the ISO 14001:2004 certification across the entire roadside, retail, rail and airport operations portfolio and best practice is actively promoted within the group. www.jcdecaux.co.uk/sustainability/environmental-commitment

ENVIRONMENTS The charity and trade body: Missing People and OMC Working with The Outdoor Media Centre, the trade body for the OOH industry, the charity Missing People formed a partnership which allows urgent missing person appeals to go out free of charge on digital screens across the UK. The charity centrally controls the campaign and regionally targets appeals based on the person’s last known whereabouts. Securing more than £10m of free digital space from OMC members, the campaign reached a milestone in 2014 with 100 people found safe and well having had their appeals feature on a screen since the campaign launched. One 15-year-old boy was reconnected with his family after his school friends saw the appeal about him, tracked him down and persuaded him to go home.

The university: UTEC Two of the most notable OOH campaigns that positively addressed environmental challenges and changed the lives of the local population have come from the inspirational alliance between Peruvian engineering university UTEC and its ad agency, FCB Mayo. Both campaigns used billboards and technology to create change.

The charity is also benefiting from an increased level of awareness: the number of calls to its helpline rose by 137% in the first 12 weeks of the campaign. www.missingpeople.org.uk

First they created the billboard that made drinking water out of thin air to ease the lives of Peru’s people following a rainfall shortage by converting atmospheric humidity into clean drinking water. Then more recently they developed an air-purifying billboard designed to lessen the environmental impact a school caused as it built a new campus. At the same time as cleaning the air, the billboard also worked to promote the new campus, boosted by the claim that the school will help students learn how to do things like create billboards that filter about 100,000 cubic meters of clean air a day, reaching as far as five blocks away and equivalent to what 1,200 trees would do. www.utec.edu.pe

SMART CITIES THE SUCCESS OF OUR FUTURE SMART CITIES HINGES NOT ON THE DATA AND TECH ITSELF, BUT ON HOW THEY ARE DEPLOYED TO

ENHANCE THE LIVES OF THOSE LIVING AND WORKING IN THAT ENVIRONMENT. OOH HAS A KEY ROLE TO PLAY IN THE DEVELOPMENT OF IMPROVED CITY INFRASTRUCTURE AND HAS A RESPONSIBILITY FOR GUIDING BEHAVIOURAL CHANGE. THIS SECTION TACKLES THE IMPLICATIONS OF A CONNECTED, FRICTIONLESS ENVIRONMENT OF THE FUTURE. 33

SMART CITIES

Reprogramming the Urban strategist Scott Burnham talks to Kinetic about his latest project – a study of how a city’s physical assets can be reimagined, repurposed and reinvented Where did the idea of repurposing existing structures find its original expression and what were the key drivers behind it? Reprogramming the City is the end result of ideas and observations I’ve collected from around the world through years of travel and research while working on a number of projects. In some of the planet’s densest cities the existing structures and surfaces of the city are utilized in amazingly innovative ways. One of my most vivid memories is meeting a man in Hong Kong who had set up an entire street-level picture framing service by hanging a selection of frame samples on a section of fencing by a pedestrian walkway, and using the top of a cement barrier as a work surface. Tools, wire, tape and wrappings were held in the tubular cutouts at the base of the barrier.

For this man, the fence and the cement barrier were more than pieces of urban infrastructure – they were the underlying infrastructure for his business as well. I was in central Hong Kong when I saw The Cascade by Edge Design Institute – a mini urban park, complete with seating areas, greenery and beautiful lighting. The difference between this mini urban park and most others is that this park attaches onto the top of a stairway at the Centrium. The same resourcefulness compelled street traders and others to make maximum use of the existing structures of one of the densest cities on the planet had made its way into the formal urban design of the city in this creation. In the projects with commercial partners, did the advertisers identify the creative opportunity, or did the city solicit ideas from the advertisers? What do the most successful collaborations have in common? In almost every case it was the commercial partners who identified the opportunity and initiated the project. Rather than being the result of top-down urban planning, new ideas emerged through the commercial sector as promotional vehicles addressing distinct urban issues with the urban landscape serving as a R&D lab.

The Cascade Edge Design Institute Photo: Scott Burnham

city

One of the most successful projects, “Ljusterapi” (Light Therapy) in Umeå, Sweden, illustrates the immense potential and impact commercial partners can have in the city. Umeå is 300 km north of Stockholm, and in the winter months residents experience almost no natural sunlight. When the city’s energy company Umeå Energi was developing a campaign to promote their services, they went in a radically different direction. Instead of installing ads in the city’s bus stops, they replaced the bulbs in the bus stop light boxes with “light therapy” tubes, allowing passengers waiting for the bus to get a dose of the good light rays they were missing from the lack of natural daylight. The benefits to the company were exceptional with national and international media coverage in addition to legions of bloggers spreading news of the campaign. The city received a bump from such positive global news coverage, but more pragmatically, ridership in the city’s bus services increased by 50% while the light therapy tubes were installed. Perhaps the greatest benefit came from numerous commuters and bus riders testifying to the positive effects on their mood and mental health they received from the lights after they spent time waiting for buses in the bus stops.

Mayo Nissen (left) and Brian Del Vecchio reprogramming a City Meter Photo: Scott Burnham

Is there any evidence that reprogramming initiatives are influencing new projects? And is there are role for advertising? There is a growing acknowledgement that we live in an era of finite resources whether financial, spatial or material. As such, the focus has shifted towards the need to do more with what we already have. Reprogramming initiatives are definitely influencing new projects. The first version of the Reprogramming the City exhibition launched at the Boston Society of Architects in June 2013. When I created the next version for the Danish Architecture Center in Copenhagen in October 2014, numerous projects were added that didn’t even exist when the Boston version was launched. I am now creating a third version for the Architecture and Design Centre in Stockholm and find myself with a new palette of projects created since the Copenhagen version. The city is the one true platform we all share – regardless of income or demographic, it’s the common reference point. When advertisers weave new ideas into the urban landscape that create real benefits to the public by utilizing the capabilities of existing urban structures, the results can be exceptional. www.scottburnham.com

Ljusterapi (Light Therapy) Umea Energi Photo: Ola Bergengren

SMART CITIES

The smart city

36 The urbanisation of our planet is happening with more momentum than ever before. 13% of the global population in the 1900s lived in urban areas, now more than half of us do. And every day around 200,000 people move to a city, adding roughly an extra 60 million urban dwellers each year. And there are no signs of this growth slowing - by 2050, the global urban population is expected to be 6.3 billion, which equates to around 70% of those who are living at that time.

A wide range of technical and data based solutions under the banner of smart cities are already delivering new and exciting opportunities for advertisers, city planners, authorities and all of us as citizens of the urban landscape. Kineticâ&#x20AC;&#x2122;s Marketing Director Richard Jacobs takes a look at some of the initiatives that are already making a real difference.

So how do our current cities cope with the influx in ways that not only maintain the current quality of life, but improve it? And how do emerging urban areas future-proof their rapidly growing new cities to ensure quality of life for citizens? Everything seems to be getting smart or smarter. Our phones are smart, cars can now drive themselves, fridges are connected to the internet and watches, pens and rings are all fertile ground for the inclusion of connected technology. Being cynical, some of the current technological advances appear to be solving problems that donâ&#x20AC;&#x2122;t really exist. However, through the clever application of data and technology and a shared goal to improve the lives of inhabitants, there are many initiatives that have a clear and tangible benefit to us all in the way we live our lives and in our day-to-day interaction with people and places.

A great example is Rio de Janeiro and the work the city had to do in preparation for the 2014 World Cup and looking forward to the 2016 Olympics. Aging infrastructure and the threat of flash floods were a major concern and Rio needed to be able to better predict potential problems and coordinate its response to emergency situations. The city turned to IBM for a solution. An operations centre housing officials from 30 city agencies was established which would help authorities anticipate and respond to incidents. After building the command centre, Rio developed a high-resolution weather forecasting and hydrological modeling system which can predict heavy rains as much as 48 hours in advance. Transportation problems can be better monitored through real-time data taken from sensors and video cameras. After 4 years, Rio and its citizens are reaping the benefits of the transformation and investment. Traffic management, and the response time and coordination of emergency incidents have all improved. Residents also have access to daily data feeds from the command centre, where they can get updates on weather and traffic and receive suggestions for alternative routes when large events such as football matches are taking place.

“We are applying technology to benefit the population and effectively transitioning to a smarter city,” said Rio Mayor Eduardo Paes “In addition to using all information available for municipal management, we share that data with the population on mobile devices and social networks. In this way, we empower them with initiatives that can contribute to an improved flow of city operations.” Over time, technology has allowed us to reduce the number of people needed in traditionally labour intensive areas like manufacturing, and these changes have increased efficiencies for countless thousands of businesses across the globe. Today our quest to reduce human intervention has reached a new high as we look forward to the first iterations of driverless vehicles. Arguably an answer to safety, congestion and lower emissions, driverless cars have been on the horizon for a while now with Heathrow launching pods back in 2011 to transport passengers between Terminal 5 and the business car park.

SMART CITIES CITYLIVE NETWORK DELIVERS COMBINATION OF BRANDED AND LOCAL CONTENT

Google also received a lot of attention this year when its driverless car completed 500,000 miles of road tests – the technology giant has set 2017 as the date its cars will hit the roads.

MediaCo’s CityLive network in Manchester offers state-ofthe-art brand advertising with full motion capabilities, builtin NFC, facial recognition software, HD camera, dynamic audio, RSS feed/weather widgets and an interactive guide to the sights of the city and its shops. The screens are powered by real-time audience optimisation software enabling automated real-time media scheduling making them both commercial and genuinely beneficial to tourists and locals alike.

Currently, self-driving cars are only allowed on private roads in the UK, but a £10 million scheme will allow test-use of fully autonomous vehicles on public roads, as well as cars with self-driving features. The chancellor’s autumn statement cited that Greenwich, Milton Keynes, Coventry and Bristol will run formal trials that will last between 18 and 36 months from January 2015. Greenwich will get automated shuttle vehicles from around May 2015. It will be interesting to see what opportunities present themselves for media owners and advertisers as these routes are announced.

www.mediacooutdoor.co.uk/citylive

“Britain is brilliantly placed to lead the world in driverless technology. It combines our strengths in cars, satellites, big data and urban design; with huge potential benefits for future jobs and for the consumer,” said Science Minister Greg Clark.

As the urban landscape evolves, so too does OOH, integrating technology and adapting to consumers. In hyper-urban cities it is now common for the integration of OOH advertising to be within the city architecture itself. Not only will there be more scope for OOH communication, but it will be integrated into urbanites’ everyday lives, as street behaviour will influence retail service and vice versa.

DIGITAL SCREENS BRING WORLD’S LARGEST AND FASTEST FREE WI-FI NETWORK TO NYC

A great example is MediaCo’s CityLive network in Manchester. See box across.

A consortium made up of Titan, Qualcomm, Control Group, and Comark have won the contract to replace thousands of NYC’s aging payphones with interactive touchscreens. Paid for by advertising sold through Titan, the LinkNYC network will include free WiFi, free VOIP, in 2015, the network could number as many as 10,000 screens by the time it is finished creating a huge network for brands and residents to access.

In NYC a consortium including Titan, Qualcomm, Control Group, and Comark have recently won the contract to replace thousands of NYC’s aging payphones with interactive touchscreens. You can expect to see more networks like these to pop up in cities all around the world in the next few years.

www.link.nyc

A wide range of technical and data based solutions under the banner of smart cities are already delivering new and exciting opportunities for advertisers, city planners, authorities and all of us as citizens of the urban landscape. The ultimate goal is to build cities that act almost like living organisms, responding to our needs as and when they arise.

Source: UN work urbanisaton prospects 2014, People 4 Smarter Cities - Game Changer: How Rio Scored Big With Move to Become Smart City, Gov.uk and Londonist

A FUTURE CITIES HEADSET IS UNLOCKING CITIES FOR VISUALLY IMPAIRED CITIZENS The smart headset uses navigation data generated by a network of beacons in conjunction with a Windows phone designed for people with sight loss. A series of verbal and non-verbal descriptions direct the user around their surroundings even providing additional details about any shops or points of interest on the trip. The device also includes an accelerometer, a GPS chip, gyroscope and a compass which all track the userâ&#x20AC;&#x2122;s position in real-time. futurecities.catapult.org.uk/project-full-view

KNOW HOW BUSY YOUR DESTINATION IS BEFORE YOU GET THERE Placemeter uses video feeds from across New York City to tracking both people and vehicles and let people know how busy a destination is, in real-time â&#x20AC;&#x201C; imagine being able to know if there is a spare table at the restaurant you want to visit before you even get there! Or conversely, knowing when a competing restaurant has no free capacity and using that to promote your own. Public opinion on privacy is no doubt an issue, but the potential applications are exciting. www.placemeter.com

LONDON UNDERGROUND GETS A THOROUGHLY MODERN MAKEOVER In addition to promising full air-conditioned and Wi-Fi enabled carriages by 2020, Transport for London has been busy fitting network-enabled sensors all across the Underground that will make it easier to manage, monitor, and automate individual tasks as well as detect faults before they have a chance to affect rail services. The connected technology will ultimately help reduce the cost of maintaining the network by 30%, while also improving customer service. www.tfl.gov.uk

SMART CITIES

The OOH playground Kinetic’s Head of Marketing, Suzanne Deakins takes us on a tour of how brands and organisations are adapting the urban space, with maximum fun and interactivity the name of the game. Humans have always innately loved to play. Games are an intrinsic part of all cultures and are one of the oldest forms of human social interaction that we know about with archaeologists uncovering evidence in Turkey of humans playing board games as far back as 5000 years ago. Fast-forward to the present day and more of us are ‘playing’ than ever before. Gaming is no longer the realm of the geek as smartphones and social media have introduced a whole new audience to the idea of gaming as a leisure activity. But this trend isn’t playing out entirely online - as we watch our online worlds increasingly become ‘gamified’, so too are our urban spaces. The innovative convergence of ideas, technology and our environment are being leveraged by community organisations and savvy brands to enrich the environment we live in by augmenting traditional spaces, enabling participation, changing behaviours, and creating a sense of fun and wonder. And as consumers increasingly seek out sensorial oomph in reaction to our fast-paced digitised worlds, the opportunities to delight and offer a respite from the daily grind by disrupting the norm will only open up for brands. Here are some recent initiatives and campaigns that have put a smile on our faces, taught us something, delighted us and even, dare we admit it, made us make a lifestyle change!

Talking Statues Have you ever fancied a chat with Sherlock Holmes or a bit of background on LS Lowry? Well thanks to SING London, now you can if you use your imagination a bit! Launched in London and Manchester, 35 selected public statues provide an audio monologue to any interested passers-by. A statue that talks to you might be a slightly frightening concept for some but with Talking Statues you need a smartphone to activate the character. By tapping, typing or scanning the given statue will call you back and tell you all about itself. Sir Patrick Stewart was the Unknown Soldier at Paddington train station and Nicholas Parsons read the part of Hodge the cat. www.talkingstatues.co.uk

The pop-up playground The Knee High Design Challenge project is already bringing innovation, experimentation and evaluation to new products and services that aim to make a real and lasting difference to children under five. The Design Council, in partnership with Guy’s and St Thomas’ Charity, and Lambeth and Southwark Councils, created a program to find, fund and support ambitious, creative and entrepreneurial people with ideas that would make a real difference.

The Design Council

One of the winning programs was Pop-up Parks …

The Design Council is an independent charity and the UK Government’s advisor on design. They believe that good design in buildings and spaces encourages greater levels of daily physical activity therefore leading to improved health and happiness. Projects range from individual buildings to large-scale regeneration schemes – in each case using evidence and inspiration to respond to local health issues and geography.

In response to the social and economic impacts of inactivity, the Design Council launched the Active by Design campaign to help create places in which being physically active is an integral part of everyday life. Derwent London plc, a Central London focused Real Estate Investment Trust, were so inspired by the Active by Design campaign they are incorporating the Active principles into their future designs. Under construction and due for completion in 2016, the new White Collar Factory includes a running track on the roof for tenants. www.designcouncil.org.uk

Pop up Parks offers a range of activities for children under five, from sensory experiences such as park sounds, listening posts and moss dens, to more physical activities including a running track and ramps. The initiative quickly transforms underused urban spaces into playful outdoor environments for children. These are typically where families live and spend time: near to or within. Other activities such as den building and street games encourage child-initiated play. Pop up Parks works with communities for a sustained period of time. In each area a number of parks are delivered over a period of several months, inviting families and children to come and play, engage in the park and explore how the space can be transformed more permanently.

SMART CITIES Playful cities A mixture of Smart Cities and location-based gaming, Hello Lamp Post presents us with an opportunity to get to know our local environment, share our memories of a city and uncover the stories that other people leave behind. Visitors and residents communicated with street furniture such as lamp posts, post boxes and bus stops by using the repair numbers found on these objects as SMS codes. Participants simply text the relevant number to a central server thereby ‘waking up’ the object, which then asks a series of questions via text messaging. The next person to ‘sign in’ with that object can learn about previous replies, and the idea is, regular ‘conversations’ with the same objects will allow players to learn lots of stories about the hidden lives of the city’s population. Hello Lamp Post encourages you to look at the city with fresh eyes and engage with systems we take for granted. This was a chance to slow down, reflect and give yourself permission to play. www.hellolamppost.co.uk

Dancing road signs

Play the stairs at the station

Lisbon was the location chosen by SMART to make waiting to cross the road a little safer and far more fun. By replacing the red man standing stagnant in a black traffic light box, the LED traffic lights show a red silhouette doing the moonwalk, the foxtrot or even twerking.

“Piano Stairs” is an interactive, playful musical stairway installation, originally built into the Odenplan underground station of Stockholm. Since its inception, Piano stairs have been seen in cities worldwide, from Milan, Italy to Santiago, Chile. Part of an initiative called “The fun theory” whose main objective and mission is to change people’s behaviour for the better by making it fun to do, Volkswagen and agency DDB came up with a fun twist on the use of stairs in train stations.

Captured in real-time by recording dance enthusiast volunteers in a nearby park, their movements were translated onto the Do Not Cross man on the traffic light. The idea was to make the wait entertaining for restless pedestrians. And there’s nothing more entertaining than a burst of spontaneous dancing!

Studies have shown that when faced with the choice between climbing stairs or using the escalator, commuters chose to take the stairs 66% more often if they are piano stairs.

int.smart.com/en/en/index/smart-campaigns/whatareyoufor/for-a-safer-city.html

http://www.thefuntheory.com

The future of retail Designing the retail ecosystem to meet the expectations of a modern constantly connected consumer is the key to retail success in the future.

43 Mobile is already the first screen for many demographics. Last month time spent with our phone overtook TV or the first time. We adore our devices and faster connections only facilitate a greater thirst for content and commerce. Smartphones have also been instrumental in the shift of power from retailer to consumer. To achieve stickiness, new behaviours and technology must be simple and offer value. In the retail space value tends to mean convenience. For many, shopping is a pleasurable experience often interrupted by queuing, paying and trial. Efforts to alleviate consumer frustrations and optimise their shopping experience will be rewarded with custom and loyalty.

Connected Consumers The Connected Consumer does not need the high street. The world is a shop-able platform. Now all aspects of the purchase cycle can be completed through our devices, anywhere, anytime - John Lewis recently reported a 30% increase in online shopping between the hours of midnight and 6am. Connected devices have delivered us independence from constrictive physical business hours. Modern consumers are willing to trade personal data for this service but brands must also listen to the noise created by

consumers in their vicinity and use this to inform real-time, dynamic digital output. Smartphones allow for on-the-spot discovery and purchase. Amazon’s Firefly phone is designed for interaction with the physical world, scanning posters and physical products to drive online commerce. Social platforms, (which already bind our physical and digital lives) are developing frictionless solutions that offer instant retail gratification. Twitter has integrated ‘Buy Now’ buttons into retailer tweets to enable seamless and instantaneous purchase. Facebook, now a primarily mobile platform, have launched their own ‘Action Buttons’ which drive secondary actions such as ‘Shop Now’ and ‘Book Now’. We can now pre-book appointments through retail apps, connect with staff and plan our own personalised route around a mall.

Continued on page 46

SMART CITIES

Retail is already an offline, online, omni-channel pursuit - 35% of the UKâ&#x20AC;&#x2122;s online shoppers are already using click and collect services, and this is expected to double in the next three years. And this will only increase with future generations - smartphone ownership now overtakes non-smartphone ownership at age 9 for most UK kids.

Customer data will become an increasingly useful tool for targeting - Millennials (shoppers aged between 16 and 24) are three times more likely to be happy exchanging personal information than those in the 55+ bracket.

How we pay is already changing with contactless use growing each week - for a new technology to thrive in the retail space it needs to be simple and convenient. Launched October 20th, Apple Pay already accounted for 1% of all digital payments made in the US in the month of November.

Retail is already the top industry for location based advertising use (26% share). You can expect to see a significant increase in the number of brands using geo-based targeting in their mobile and OOH campaigns over the next couple of years.

The big boys will have to get used to sharing the retail space as the rise of the independents is set to continue apace - the number of under-35s starting businesses has risen by more than 70% since 2006. More than 55% of those aged 16 to 25 now want to set up their own firm.

Many have proclaimed that our high streets are dead. And while it may be true that some high streets and certain retailers have indeed succumbed to the tougher economic climate and changing consumer behaviours, many are in fact thriving. And it is those who continue to evolve and innovate alongside their changing customers that will continue to breathe new life into our retail spaces.

Illustration: James Wadsworth

SMART CITIES ...continued from page 43 Destination

attract loyal customer and diversify revenue.

With fewer traditional sales driven by physical footfall, what is the role of the physical store in the future?

Social enables start-ups to reach wide audiences, drive support and footfall and requires only the investment of time. And the next generation expects to be their own boss - the number of new businesses started by those under 35 is rising steeply, up 70% in 2013 from 2006. In the face of harsh employment prospects and the democratisation of business tools, expect to see more go it alone in the future.

From dazzling celebrations of brand and product, to a focus on lifestyle benefits through complimentary services, to distribution and collection hubs or community facility, retail space will be multifunctional.

The availability of space and the organisations that enable flexible letting arrangements of retail property help to incubate fledgling ideas. The Collective organisation supports the creative community in Camden, London providing co-working space and refurbishing vacant units for use by local start-ups free of charge. Pop-Up strategies will also be used more by larger brands that wish to disrupt the regular shopping routine.

Seamless integration of tech will create a responsive and personalised environment. Facial recognition technology linked to beacon or online loyalty accounts could trigger a welcome message or curated content on these screens. In an OOH environment, a quick analysis of multiple face scans can enable broad personalisation with the content designed to target a common need or interest. With OOH content delivered in a tailored and bespoke way to an individual or crowd, some environments may look to a new trading model based on real-time consumer eyeballs. The value of such a hit could be determined by crossing ad-serves with in-store facial recognition data. Location responsive websites teamed with geospecific mobile targeting will fight to keep customers within the stores infrastructure and stem the flow of traffic to competitors.

Experience / Frictionless

An exciting area for OOH and retailers is the development of haptic technology. Haptic tech in digital screens uses vibrations to recreate the sense of touch for the user. This will enable consumers to ‘touch’ a product through their device or an OOH screen. If the tech develops in the way that is hoped,will customers trial products on the go or at home or will it be the catalyst for physical footfall as consumers seek to confirm their initial conclusions? 3D printing offers both an opportunity and threat to physical stores. Will consumers become their own manufacturers creating complete products at home and eradicating the need for even a next day delivery service? Or will it help illustrate the purchasing cycle with printable demos or samples deepening a consumer’s understanding and attachment to a product.

Shoppers will demand a personalised and frictionless experience even on the busiest high streets. The key to engagement in this space is the smartphone or wearable of the future. Beacons will connect shoppers to way-finding services, product messages and loyalty schemes. Apps will respond to location, even to altitude, and push relevant digital services. Google maps already works inside malls across the US and will be used to inform ad serving for location relevant services. The same data will feed stunning digital screens in these locations to enhance personalisation and provide a premium branding solution. Devices will aid frictionless passage through the shopping experience. With purchase completed remotely consumers can swoop into Click and Collect locations, beacon tech recognising their presence and promoting their collection to the top of the line or opening a locker. Dynamic OOH can publish real-time collection slots to encourage on the go commerce. Frictionless digital wallets such as Apple Pay will enable quick transaction with stores. The road to 2020 will see more experimentation by retailers of all shapes and sizes, technologies will come and go, but there can be no doubt the future of retail will be Mobile, Frictionless, Simple and Convenient.

Diverse Functionality Business will be required to offer multiple services to attract footfall. This is an opportunity to demonstrate lifestyle benefits,

INSPIRATIONS OOH WAS BUILT ON THE FOUNDATIONS OF DECEPTIVELY SIMPLE YET EFFECTIVE MESSAGING. STUNNING VISUALS OR CLEVER WORD-PLAY HAVE LEFT

LASTING IMPRESSIONS ON GENERATIONS. WHETHER STATIC OR DIGITAL, OOH WILL ALWAYS BE A PREMIUM HOST TO THE BEST CREATIVE WORK AROUND. NOW, ADVERTISERS ARE LOOKING PAST VISUAL STIMULATION ALONE TO UNLOCK THE POWER OF OUR SENSES. HOW MIGHT MULTI-SENSORY MARKETING FUSED WITH A BIOMETRIC FEEDBACK LOOP CHANGE THE WAY CONSUMERS EXPERIENCE PRODUCTS IN THE OOH ENVIRONMENT OF THE FUTURE? 47

INSPIRATIONS

“What happens when you can switch on a lamp in your grandmother’s flat on the other side of the world?” Usman Haque, installation artist

49 Bringing art to the people In 2014, the Barbican in London curated a thoroughly immersive exhibition exploring the transformation digital technology has helped bring to the arts since the 1970s. Featuring a range of artists, filmmakers, architects, designers, musicians and game developers, the exhibition celebrated those who are pushing the boundaries of creativity through the use of emerging technologies and sensory techniques. This immersive piece featured, created by Usman Haque and Nitipak â&#x20AC;&#x2DC;Dotâ&#x20AC;&#x2122; Samsen filled a huge cavernous space with a series of magical interactive laser sculptures, set within an atmospheric otherworldly audio environment. Participants could not help but be transported completely into another world as they collaborated with others to shape, manipulate and interact with the streams of light and colour. Read on to see how we see the future OOH landscape being augmented through immersive installations such as this as our knowledge and abilities with sensory techniques grows. www.barbican.org.uk/digital-revolution

INSPIRATIONS Understanding that more powerful memories are formed and deeper engagement achieved when our brains collect data from multiple senses, brands are increasingly harnessing the power of touch, sound and scent to create OOH experiences we feel physically. Kineticâ&#x20AC;&#x2122;s Sian Bateman takes us through some exciting new tech and muses on the future possibilities. Even though it is still in its infancy multi-sensory technology has the potential to create the deepest connection ever seen between brands and their consumers. The most familiar techniques already being used by brands are haptic and sensory technology. Haptic or tactile feedback technology recreates the sense of touch by applying vibrations, pressure or motions to the user. Sensory technology emits scents or sounds designed to create an emotional bond with the consumer. A few years ago haptic and sensory technology was only featured on gimmicky products kept in prototype and designed to generate a good PR story. These included examples like Fundawear from Durex; underwear which joined long distance lovers together through haptic vibrations triggered through a smartphone app and American bacon brand Oscar Meyerâ&#x20AC;&#x2122;s Wake up and Smell the Bacon app; the alarm which emitted the sound and smell of sizzling bacon when activated. Thanks to advancing technology and exploration by companies like Disney in this area, there has been a lot of progress in the multi-sensory field over the last few years. In fact market research specialists Global Industry Analysts predict that the global haptics market will be worth $7.5bn by the year 2020. Ivan Poupyrev, Technical Program Lead at Google and expert in interactive technologies and interface design is a pioneer in the field of haptic technology. In his previous role as Senior Research Scientist at Disney Research, his team developed Connect Touche where they made the entire skin of an orchid responsive to human touch similar to a smartphone screen. His vision is a world where every object can be stimulated in this way, both inside and outside. In 2013 the Disney team developed AIREAL, a technology that delivers expressive tactile sensations in mid-air. An AIREAL video demonstration showed how invisible haptics could work in two scenarios. In one, a man played a football computer game and felt the sensation of the football as he saved it in front of the screen. The second showed how AIREAL was used to recreate the sensation of a butterfly with pulses mimicking its wings fluttering while the butterfly was projected on to a hand. Imagine both of these concepts being used in an environment like Disney World. The magic kingdom would certainly come alive. Brands should be looking to the OOH landscape to bring their products to life and convey powerful messages to their consumers. Digital OOH is the perfect medium to bring sensory and haptic technology to the mass market by incorporating touchscreen technology and also scent based techniques.

Two recent campaigns have cleverly shown how advertisers can use these technologies in the right context and develop unique and memorable brand experiences.

In the first example, laundry brand Surf captured the playfulness of summer in a fully immersive campaign that appeared in selected shopping malls across the country. An interactive hopscotch game designed by Kinetic Active and Mindshare to promote Surfâ&#x20AC;&#x2122;s latest range of products was displayed on bespoke JCDecaux special build 6-sheets. The panels also featured scent emission units that shared Surfâ&#x20AC;&#x2122;s new fragrance with passers-by at timed intervals. The experience continued inside the mall lifts which were wrapped in scented vinyl and played 20-second audio snippets activated when shoppers entered the lift. The campaign designed by Kinetic Active encapsulated that foot loose and fancy free spirit of summer, while staying bang on brand and showcasing the product. Staying on a seasonal theme our second example saw McCain use digital OOH to remind winter commuters of the warmth of comfort food. Ten bus stops were transformed into 3D fibreglass jacket potatoes that heated up when activated, warming up people waiting in the bus queue. The special build site also emitted the smell of oven baked jacket potatoes, designed to stimulate the taste buds and enhance that feeling of warmth and satisfaction. The six sheets also encouraged trial by dispensing money off vouchers for McCain Ready Baked Jackets. Again, this campaign not only provided entertainment but also provided an immersive experience of the product.

In the realm of senses 51

INSPIRATIONS

So how can we see multi-sensory technology developing in the OOH environment? If billboards could feature haptics like Connect Touche or AIRREAL, brands could connect through touch and feeling as well as smell and sounds. The opportunities for film advertisers to bring their content to life would be unprecedented. A user could feel the rush of a car speeding by or that creepy sensation of something brushing against you. Fashion brands could enable their customers to feel their clothing as well as look at it, a factor often cited as a barrier to buying clothing online. Brands may soon be able to create a deeper connection with their audience by utilising 360 degree sensory techniques. The potential of such technologies to deliver brand messages at scale is a huge opportunity for our industry and specialists are developing their techniques to cater for this dynamic future. Nock is a new, creative solutions marketing agency, which specialises in interaction design. Prask Sutton, Co-Founder and Chief Innovation Officer suggests that it is essential for the OOH industry to explore multisensory technology in more depth. “Generally speaking, advertisers ignoring the importance of multisensory, especially non-visual communications such as haptics, do so at their peril. Technology in our field has significantly outpaced the industry’s rate of adoption and it shows. Although technological and methodological developments will continue apace in the coming 12 months, those whose focus is marketing and advertising should primarily be concerned with catching up, and weaving existing advances into the very fabric of OOH.”

What is the next step for wearables?

2015 has been declared the Year of the Wearable, a title Mobile held for many years running. But is industry confidence premature? So much of the innovation in wearable tech has focused on the billion-dollar Health and Fitness categories (70m fitness wearables sold globally this year according to Gartner research) but are these products destined to remain niche as only enthusiasts or those prescribed devices by their doctor retain them? Kinetic Active’s Tevi Tuakli takes a look.

A Game Changer

Earlier in this publication Tamara Sword (Director, TRM&C) suggests that consumers have already adopted a wearable tech they love, now numbering in the billions, the smartphone. Our deep bond driven by our love of the selfie, a mass not niche behaviour.

Made up of ‘a robust set of features into its tiny size that are ideal for “always-on” applications such as social media, sports, and fitness activities’ and backed by ‘a complete software solution that includes a small and efficient real-time operating system’, the module is primed for a developers to take the module’s capabilities and make it their own.

At CES in Vegas in January, Intel unveiled a tiny, button-sized hardware module that CEO Brian Krzanich claims will “change the game of wearables”. Intel says their Curie Module will help other companies cut product development time in half for a variety of wearables including, rings, pendants, bags and many more.

Pioneered by big brand successes such as the Nike Fuelband, more and more brands are blending technology into their product ecosystems to create rich experiences and sustained consumer involvement beyond the point of purchase. Smartphones acting as a ‘control center’, allowing users to begin tailoring their wearable ecosystems, and the personal insights captured, based on their needs. This increasing production of personalised data about our behaviour, health, emotions and movements is what brands and clients can begin to harness on an aggregated level to make campaigns and conversations more relevant and our plans more effective.

www.intel.com/content/www/us/en/wearables/wearable-soc.html

Biometric Payment Authentication Wearable devices plugged into our biological data, will build an extremely in-depth and personal user profile based on unique physical characteristics. Data so personal and individual will eventually be used as authentication for payments. A wristband developed by Bionym is introducing cardiac rhythm as a method of authentication only unlocking if a user’s unique ECG is recognised.

In the same way m-data relevant to environment is being used to optimise traditional OOH plans, the data collected by future wearable tech could be used to inform real time DOOH display and tailor dynamic copy. As consumers grow more accustomed to self quantification and the value it brings, they will expect to see the influence of their data on branded communications.

Coercive Tech – A slap on the wrist!

So what is the future for wearables? We look at some of the current best in class innovations from the wearable tech marketplace.

Most wearable tech has been about tracking performance, often health and fitness, allowing the user to chart and share progression towards goals. For those who may lack willpower, a new breed of wearable device will no longer just passively track but punish you when you fail to progress.

Wearable to Ingestible The UK’s NHS is developing a ‘smart pill’ in partnership with Proteus Digital Health. The pill will be swallowed by users and transmit data from within. It has been designed to monitor everything from sleep, body temperature, respiratory function and hydration. It is yet to be seen how patients and consumer will respond to this new level of tech integration and intimacy. But the key to adoption will always be a focus on a clear value exchange.

From the Pavlock wristband which delivers a small electric shock or the posture correcting Lumoback belt, consumers are looking to new motivational techniques to boost willpower*. (*Doesn’t work when left in sock drawer)

www.proteus.com

@TeviTuakli

INSPIRATIONS

Digital OOH offers us unprecedented opportunities for data capture, full motion pictures, audio, real-time copy delivery, day-part targeting, the list goes on. It’s an exciting time and vendors, agencies, specialists and advertisers are rightly animated by what is possible both now and in the near future. However, the future of Out of Home media will not be exclusively digital and established paper or vinyl sites will have a firm place on the media schedules of the world’s best-known brands for many years to come. To create excitement without the use of digital aids, clever software or massive budgets, may seem almost impossible these days but this is where the craft of the creative is at its purest. Creating genuine standout, to make people stop, stare, think, laugh or simply absorb a message or concept is at the core of what makes advertising successful. It is a craft, an artform, a talent that is worthy of celebrating - so that’s exactly what we’ve done here! We’ve compiled our favourite unplugged brilliance from 2014 to inspire and celebrate the power of simplicity.

First Great Western - Be a Great Westerner

Morrisons - Food.com

In February 2014 disaster struck when violent storms hit Britain and removed part of the track at the coastal town of Dawlish – cutting off Cornwall from the rest of the First Great Western route. Once the line had reopened, First Great Western pushed ahead with plans to promote the region, shout about the great destinations you can visit along their route and ultimately ensure people knew they were open for business.

Showing off its fun side, Morrisons launched its online delivery service to busy commuters in London via an eye-catching and clever ‘say-what-you-see’ campaign.

The image above is one of many breath-taking pieces of photographic art that Leith produced to capture the spirit of the region. Not only did the campaign deliver passenger numbers for First Great Western, the OOH used both during Dawlish and as part of the above campaign to promote the region afterwards, caught the attention of The Prince of Wales, prompting a visit to the region where he met a number of First Great Western staff who went above and beyond the call of duty during the flooding. MEC Manchester The Leith Agency

With time-poor commuters the most likely to use a grocery delivery service and also think about groceries on their daily commute, transport hubs were the perfect environment and OOH the perfect medium to lead the campaign. An engaging campaign that showed the power of leveraging geographical context within creative messaging to create talkability and cut-through. MEC DLKW

Billboard brilliance 55

M&S - David Gandy for Autograph

Lloyds Bank – Your Time Matters

There was no missing M&S’s September 2014 campaign featuring David Gandy. Perfectly illustrating the power of a simple yet provocative image, the campaign promoted the 28 piece ‘David Gandy for Autograph’ collection by covering the streets and transport environments up and down the country with giant pictures of the model wearing very little indeed.

Everybody is time-poor these days, urban commuters more than most. As a consequence, finding the time to attend to our personal life-admin can be difficult for a lot of us. Lloyds know this and want to help turn our banking chores into quick and easy tasks that can be done on the move.

Mindshare M&S

Talking to customers while they are busy and on the move, Lloyds used transport environments to launch its new mobile app, enabling the bank to empathise with commuters around how precious their free time is while demonstrating how much can be done in those micro-moments. MEC Rainey Kelly

INSPIRATIONS Warner Bros. - Godzilla A film with a character as big and bad as Godzilla needed a big, bold canvas to deliver the appropriate level of scale and impact. Showcasing the film across a variety of large formats, Warner Bros. managed to bring the fearsome beast right to the streets. PHD

56 In 2013, Tim Spencer from Truth was invited by the Outdoor Media Centre to conduct research into the cultural significance of OOH, to find out how it works and what its advantages are as an advertising medium. The project also wanted to uncover why the value of visual branding is increasing as culture evolves and to investigate the point of intersection between brands and people in the great outdoors. While you can read the full findings from the study on the OMC’s website here is an overview of what they found out about the enduring power of OOH:

constantly moving people, in a public space owned by all of us. Public signage gives the brand presence in the world, which in turn creates consumer confidence in the brand. Posters can tell us an entire brand story in a split second as we pass. These are product endorsements dropped into our cultural landscape. Product Placement at highly absorbent moments. So as a summary of the first chapter, OOH catches people in an ‘Ultra-Absorbent’ state of mind… …OOH makes our real world environments interesting, stimulating and engaging via a broad spectrum of emotive entanglements. Great ads give something whilst selling something.

“We actively seek and decode visual stimulus to navigate. When in motion, we broaden our peripheral visual field. We take in a lot more than we are consciously aware of. If it makes an emotive connection it is registered and logged whether we realise it or not. It’s not a process we are in control of. It’s low involvement processing and we do it automatically. OOH is positioned to exploit the fact that we are highly absorbent when in motion. It is unique in that it speaks to us without functional interruption. We don’t have to stop and analyse it. It delivers visual branding instantaneously even at eccentric angles.

OOH is the vital ingredient that ads colour and vibrancy to our world, and health and vitality to our brands. If you put your brands in the daylight, they come alive and they interact with people. People absorb them easily, and our daily lives are enriched by the process.”

It does this in public spaces, to large audiences of

Read more at www.outdoormediacentre.co.uk

FUTURES THE IMPLICATIONS OF THE FUTURE WE ARE SHAPING WILL HAVE CONCERNS FOR YOU AS A CONSUMER, AN EMPLOYEE AND AS A

BUSINESS. TO HELP US PREPARE, WE TAPPED INTO OUR NETWORK OF THINKERS TO SHED SOME LIGHT ON WHAT AWAITS US WHILE THE YOUNGER SIDE OF MEDIA PLANNING TELL US WHAT EXCITES THEM MOST ABOUT THE FUTURE. THIS CONCERNS ALL OF US…

FUTURES

INDUSTRY PERSPECTIVES Predicting the future of this fast-changing media landscape is hugely challenging, but we asked these leading industry experts to peer into their crystal balls and tell us what they see in store for OOH…

Paul Rowlinson Chief Operating Officer Mindshare

“There is no doubt that, in the next six years, there will be elements of programmatic trading that will come into play in every market and OOH is no exception. Ultimately, clients are looking for a little more flexibility and the ability to be adaptive; obviously a two-week posting cycle does not lend itself to that. However, I don’t think things will change as dramatically as people think. It’s certainly not all going to be digital screens or individual sites which change every 30 seconds. A big poster site that a brand can own will still be hugely important. An exciting development over the next five years will be seeing the OOH market start to behave in a more ‘joined up’ way. In future, I’m looking forward to various sales points cooperating better, like the mobile and OOH channel. At the moment everyone is working on different platforms, so there isn’t that uniformity that we need. Clients expect the world of OOH to collaborate effectively with the rest of the media world so we need to work together, not against each other. Route is also an exciting development that hasn’t met its potential yet but hopefully will in the future.”

Gill Reid Board Director OOH MediaCom

“We will see a continued growth in the penetration of digital. As we reach critical mass, digital OOH will be recognised as a separate sector within the discipline. We will, in future, use different trading mechanics so digital OOH stands on its own two feet – at the moment we employ a two week trading model on digital inventory, which is nonsense! In future, too, we’ll be talking about ‘connected solutions’. After all, the consumer doesn’t differentiate between different media solutions so it will be about telling them a story, rather than thinking in silos. Already at Mediacom we have a whole team called ‘Connect’ and this will be the norm in future. Media specialists will all sit together to develop a communications strategy looking at: what is the client trying to deliver? What is their business objective? Within these discussions OOH will become more and more important, particularly when targeting young people, who are watching less TV. One of the main challenges the industry will need to address over the next five years will be accountability. We’ve come a long way but we have to ensure in future that we can categorically say to clients ‘this is your campaign, this is what it delivered and this is how OOH media delivered it’. We need, as an industry, to share information that will help provide a better understanding of the power of OOH. We need to be more proud of what we can achieve with OOH.”

Sarah Hennessy Managing Director MEC

“Over the next few years, the OOH industry will have to develop in-line with the technological advances that are changing consumer behaviour. The integration of mobile will be mandatory, as will the expansion of digital formats to allow for this. This will also change the way we buy OOH, again with technology being a core driver of change. I also think there will have to be some consolidation within the market, but what do I know!

Marc Caulfield Client Services Director m/Six

“Unlike a lot of traditional media channels, OOH has really grasped digital and its potential is enormous. Over the next five years I think we’ll see massive continued investment in digital. At the moment it takes about 26% of all OOH money but by 2020 this figure will soar to 50%, or even more. And this investment will not just be on digital screens but in the back office technology, too, powering the screens.

Maybe the true game changers today are the technological advances, which are changing consumer behaviour to its core. Not only is the evolution driven from the outside in terms of new means of communication and an integration of mobility into our everyday lives, but also technology has been so easy to integrate into business solutions that today it’s not a matter of ‘if’ but ‘when’ and ‘how’ you need to ensure it becomes an integral part of your business strategy.

We’ll also see a much more uniform way of booking OOH and the inflexible two week charge period will start to become much more flexible. One of the main challenges that the industry needs to address over the next five years is accountability. Route has improved the situation, but there is still a long way to go. The industry needs to build the right infrastructure for mobile connected consumers and it needs to create new opportunities for smaller advertisers, so it is growing the market.

The big challenge for the industry is to keep reminding clients and agencies of the power of OOH and how it can be used to build brands. This won’t change but there are so many distractions with digital, mobile, programmatic you name it, that the new stuff often feels more sexy and gets more airtime. The industry must continue to innovate in these areas but also create brilliant brand building campaigns at scale. This will bring new advertisers into OOH.

For me, the single most exciting development within the OOH industry is the ability to send personalised messages by integrating the channel with mobile. I’m also really excited by innovations like augmented reality and gender recognition. If you look at how audiences react, it’s really impactful. There is some great work being done in the OOH industry. In my opinion, it’s one of the most interesting media channels available.”

I think that potentially the single most exciting development within the industry over the next five years will be the creation of a truly national digital network that can create thousands of personalised experiences based on data.”

FUTURES

INDUSTRY PERSPECTIVES We asked some young bright sparks at the start of their careers why they joined the OOH industry and what they believe to be the most exciting thing that will happen over the next five years to the discipline….

Adam Shoemark Account Director Kinetic

“I was first attracted to a career in OOH because of the opportunity to do work which has a direct effect on the urban landscape. I relish the chance to work in an industry which shapes, moulds and, arguably, brightens the look and feel of spaces we live in. With this in mind, I find the emergence of increasingly connected cities to be an exciting future prospect. The role of digital OOH, along with mobile media, could become increasingly important if cityscapes are to become selffunctioning, interactive and ultimately more ‘smart’.”

Rosie Straker Account Manager Kinetic

“The simple fact that we are surrounded by it every day initially drew me to work in OOH. I continue to enjoy the satisfaction of seeing campaigns that I have worked on go live, and knowing that the work we do is seen by millions of people. It’s an exciting, dynamic industry to work in. I’m always learning new things and how I can best apply these learnings to clients campaigns and objectives. New developments in technology have already opened up the way for greater convergence, and I think over the next few years we will see a deeper understanding from creative agencies of our medium and its developing capabilities. This will enable more integrated content to be created, in order to use OOH and in particular digital OOH to the best of its potential, all the while ensuring contextual relevance. I look forward to seeing more clients utilising the interactive and engaging possibilities in the world of OOH, so we can continue to be a medium that is welcomed, enjoyed and sought out.”

“The role of digital OOH, along with mobile media, could become increasingly important if cityscapes are to become self-functioning, interactive and ultimately more ‘smart’.”

“I believe brands will utilise digital OOH’s increased flexibility for reactive brand messages, and become more tactical in their approach to OOH campaigns.”

Ryan Losasso Rotational Graduate - Communications Planning MEC

“With the digital OOH industry rapidly expanding, over the next five years OOH will develop a much closer relationship with mobile marketing and Internet-based campaigns. I believe brands will utilise digital OOH’s increased flexibility for reactive brand messages, and become more tactical in their approach to OOH campaigns. The innovations surrounding animatronics within the OOH space is very exciting. Billboards featuring animatronic functions are a fantastic way to display brand creativity and to stand out to consumers who are being targeted by an increasing number of advertising messages.”

Sarah Williams Account Executive Kinetic

“What attracted me to a career in OOH was the opportunity to use the skills and knowledge I developed whilst studying psychology at University. Understanding the complexities of human behaviour is something that fascinates me and being able to explore this in my career is brilliant. In the next five years I think that OOH is going to face some huge challenges, but also some great opportunities. Data-led planning and innovation are what will turn clients heads and generate award winning campaigns. As the media landscape continues to evolve into a digital abyss, it will be crucial for OOH to raise the profile of the power of broadcast in conjunction with digital.”

“Data-led planning and innovation are what will turn clients heads and generate award winning campaigns.”

FUTURES

Christina Smith Account Executive Kinetic Active

“After working at various creative agencies I was seeking a new challenge and stumbled upon the world of OOH and Kinetic. I became part of the creative team, Kinetic Active, where I now work solely on exciting ideas and clients that I never imagined I would at this stage in my career. I feel it’s a really exciting time to be in OOH with the advancements in DOOH and how it allows us to do more engaging campaigns for our clients and audiences. In the next five years I think we will see the rise of OOH and increasingly it will be perceived as a discipline with a purpose, which can make people’s day to day lives better, rather than be seen as invasive. A recent example of this is the “Google Outside” campaign, which enriched people’s experience of the area they were in by delivering local mini-guides.”

“It’s a really exciting time to be in OOH with the advancements in DOOH and how it allows us to do more engaging campaigns for our clients and audiences.”

Cheryl James Account Director Kinetic

“I fell in love with OOH when I saw the impact it had on the average consumer - from big bold impactful formats that never fail to wow the average passerby with its sheer size and colour, to augmented reality digital 6 sheets that trick them into thinking there are flying saucers, robots and tigers walking down Oxford Street. I wanted to be part of a team that made it happen - from taking the brief at the beginning, right through to watching it go viral on social media once our campaign hit the streets.

Aiden O’Halloran Account Manager Kinetic

“OOH has the largest potential for innovation and can work perfectly in conjunction with other media channels. Whilst innovation is growing at a great pace, I still believe that there are many unexplored avenues for delivering truly innovative, ground-breaking campaigns. Traditional OOH still has a great role to play, but developments in data utilisation and digital have given the medium a leading role in creative targeting and delivery.”

This may be a bold statement, but I truly believe OOH will become the lead medium on many plans! OOH has always been the medium that clients turn to for scale and impact. As times get tough and clients demand more proof of ROI, OOH has often suffered for not being able to demonstrate this effectively but ROUTE has been a huge game changer for us in the last year especially. The Les Binet research - The long and the short of it - proves the 60% brand, 40% activation theory as a solution to long-term growth for brands (Read more about the study via www.outdoormediacentre.org.uk). It will be exciting when clients understand the right balance of using big impact sites for brand building and using ROUTE to help with their sales activation strategy.”

“OOH has the largest potential for innovation and can work perfectly in conjunction with other media channels.” 62

A final word...

Rachael Farmer Account Executive Mindshare

“Over the next five years, a larger emphasis will be placed on the importance of integrating data with OOH campaigns where possible, providing further creative opportunities and allowing us to adapt the way we plan OOH. Despite the focus on digital there is still a place for paper and paste – location will remain the most important consideration.

I’m interested to see how the relationship between OOH and mobile develops over the next five years. NFC and QR code technology currently has its limitations, being able to link these two in a more fluid way will open up many vital media opportunities.” Stuart Taylor UK CEO Kinetic

In these exciting and transformational times, we need to work more closely together as an industry, to explore all our options in addressing issues around standards and verification and to simplify the increasingly fragmented character of the digital `back office’. We just have to make this stuff easier.

Shahin Ejtehadi Account Executive Kinetic

There is much work to be done to ensure digital copy distribution infrastructure and reporting are up to a common, high standard. But we need to speed up.

“The technological advancements and creative thinking over the past few years have made OOH so exciting! And I think over the next five years, integrated communications will become the norm and OOH will be crucial as an amplifier for other broadcast media and also complimenting digital and mobile.”

We face some hard decisions, with trust and compromise paramount. We need to ensure that the very innovation that drives our sector does not inadvertently hold back the higher growth potential we know to be there. The prize? Greater revenue flowing to OOH and we as a medium at the centre of the media campaign, rather than just another channel.

About Kinetic Worldwide Our mission is to pull forward and make real the future possibilities of the world of Out of Home communication. Fully owned by WPP and part of the tenthavenue performance marketing division, Kinetic’s expertise and insight helps deliver solutions for clients that seek to achieve ambitious brand and marketing goals. We have an ongoing commitment to understanding and engaging with people on‐the‐go. Kinetic has developed centres of excellence in digital and aviation media, research, insight and data, mobile strategy and OOH printing and production. We strive to maximise the impact of our clients’ investments by embodying a culture of restless creativity, data‐centric planning, and the intelligent application of scale. Kinetic’s network reaches across the globe. From offices in 43 cities in 17 countries, we offer dedicated expertise in consultancy, planning and buying solutions and have developed strong partnerships with clients, agencies, suppliers, media owners and technologists. For more information about Kinetic, please go to www.kineticww.com

Editorial Director Christy Johnston Christy.johnston@kineticww.com CEO Stuart Taylor Assistant Editors Suzanne Deakins Suzanne.deakins@kineticww.com Richard Jacobs Richard.jacobs@kineticww.com Staff Writers Sian Bateman Suzy Bashford Dominic Murray Rosh Singh Martyn Stokes Tevi Tuakli Publication Consultant Forward Worldwide www.forwardww.com Designer James Wadsworth Cover photography Christina Smith Printed by hi-rezz

Kinetic 24 - 28 Bloomsbury Way London WC1A 2SL

@kineticwwUK