 |
Inside Outdoor |
News, views and opinions from the Australian Out-of-Home industry
August 2015 |
|
You know nothing Jon Snow – Summer is coming
|
|
|
You know nothing Jon Snow - Summer is coming
MOVE
Out Takes
Out There - Local
Out There - International
International Profile
|
|
It’s 92 days until summer, or 2232 hours, or 66 working days (yes, we counted). And while Jon Snow has spent the last
5 seasons of Game of Thrones banging on about winter (and look where that got him) we know that summer is prime time for Outdoor advertising. The air is warm, the days are long and our cities come alive. With 83% of people saying they spend more time outdoors during summer, it’s the perfect time to be beaming your message to a relaxed, cashed up audience.
Given that Outdoor advertising makes up 20% of people’s daily media consumption, it makes sense for advertisers to spend a proportionate amount of their budgets to reach them. While we know that TV, Online and Outdoor work well together,
in the summer months, people spend more time with Outdoor, so it follows that spending more on Outdoor in summer is going to get your brand seen and heard.
“We use Outdoor strategically, to actually extend our presence on Television and extend our reach and in fact frequency …,” said Adrian Weimers, Corporate Manager, Lexus Australia.
“In any other medium, it can just dissipate so quickly, but when you put Outdoor out there […] there’s a sense of permanency about it, and you’re kind of making a statement.”
We know nine out of 10 people leave home each day, and Outdoor is the only medium to influence three out of five people in the hour prior to shopping. We know that brick and mortar shops account for 13 times more spending than online stores, with online purchases making up only 7% of total retail spend. These numbers reinforce the strong influence path-to-purchase outdoor advertising has, and how, during the summer months, this influence can be even greater.
“I find it one of the most strategic mediums you can use, both from a media and a creativity point of view,” said Mark Lollback, CMO, McDonald's ANZ.
“Particularly over summer […] proximity is really important for us […] Outdoor gives us that flexibility right down to a restaurant level, very strategic use of Outdoor is powerful for us.”
Powerful because of proximity, powerful because of the age old fact that it is always on, powerful because audiences are growing and spending more time outdoors. So use this power and get your brand Outdoor this summer.
 |
|
|
|
MOVE
|
|
|
Anatomy of OOH: Consumer behaviour
If you want your ad to stand out, then location is a critical element. In this month's Anatomy of Out-of-Home (OOH) we explore capturing the receptive audience and how OOH benefits an audience whose media consumption is growing, but their attention spans are decreasing . To see the proof, download the slide series.
|
|
|
Out Takes
|
|
|
Outdoor spreads the warm and fuzzies
When executing a community benefits campaign it's not often that we get to see the real world impact it can have. Until now. In August the Outdoor industry gave back to the community via our outdoorgivesback and the 2015 National Missing Persons Week campaigns. The overwhelming outpouring of support from our members was one thing, but to hear directly from the community was another...
Picnic for Missing: “I can't express how incredible it is to have so many images of Ursula and other missing people around the place, so many of Ursula's friends have been posting images on social media that they're seeing while they're out and about and it has given a real boost to the investigation for her disappearance. I stood at this sign on Monday after the launch of National Missing Persons Week, and it was the most incredible feeling to stand next to her. Thank you OMA and oOh!media Kindest Melissa x”
Elizabeth, Campaign Brief: “I wonder if you are the people who put the question "I (we?) just want to know, are you okay?" on the rotating advertising sign at Chadstone Shopping Centre. I've been having a rough time lately and was sitting there, not feeling all that great, looking toward the sign when the question came up. It was weird at first as you can imagine. But after watching it come up four times, I felt better and went and had a coffee which cheered me up. Thanks for that!”
|
|
|
The DOOH-mino effect
The Outdoor industry has been particularly busy this month with a series of Digital Out-of-Home (DOOH) announcements.
oOh! Media launched:
Meanwhile, Adshel announced a series of initiatives to boost its digital and data network offering by:
-
Increasing the number of digital screens across the Sydney Trains network
-
Opening automated trading to all Sydney Trains digital screens
-
Launching beacons across its street furniture network in New Zealand
-
Intention to expand its network of street furniture digital screens across New Zealand
Additionally, QMS has switched on 'The Punt' – a site at the heart of Melbourne's sporting and entertainment precinct – utilising the latest technology from Daktronics.
|
|
|
The Million Dollar Pitch
oOh! Media's latest campaign wants you to create a
60 second pitch on anything – from an object, to Out-of-Home (OOH) advertising, or even you and your bestie. Entrants will be in the running to win a $1 million OOH campaign, and a business-class around the world site tour. For more information or to enter, click here.
|
|
|
|
ECN launches new in-lift technology
Executive Channel Network have recently launched a major innovation in the in-lift media screen market. The ‘Smart Lift Media Player’ (SLMP) provides seamless integration to in-lift screens to display live dynamic content, lift information and lift messaging. Read more.
|
|
|
|
APN Outdoor headlines new series
APN Outdoor has announced the latest instalment of the Headline Series, with 2015’s focus on Airports. With research conducted by Millward Brown, The Headline Series is a collection of presentations that showcase insights into audiences, and the opportunities Outdoor provides to engage them. Read more.
|
|
|
|
New Zealand’s thriving Outdoor market
APN Outdoor has acquired New Zealand-based national billboard operator, Roadside Attractions, which has
113 panels throughout the country, including important markets such as Hamilton, Tauranga, Wellington and Christchurch.
Meanwhile, oOh! Media has extended its key contract with New Zealand property company, Kiwi Property, enabling it to roll-out assets across Kiwi Property’s portfolio of shopping centres around the country.
|
|
|
|
Creative Collection Quarter 2 2015
The Quarter 2 OMA Creative Collection competition attracted 43 submissions from Adshel, APN Outdoor, Executive Channel Network, goa, JCDecaux, oOh! Media and Paradise Outdoor. The guest judges included Peter Woodward, Client Services Director for Key Systems; Jack Mortlock, Commercial Director for Tonic Health Media; and Lazrus Simons, Creative Group Head for McCann Australia.
Thanks to everyone who participated and congratulations to the winners!
|
|
|
Out There – Local
|
|
|
MaXimum impact
To promote Mazda’s brand new MX-5 model, APN Outdoor and OMD Melbourne have developed a campaign to incorporate several messaging options to communicate with their key audiences, using day-part messaging.
Read more.
|
|
|
|
New Balance dominates Central Station
New Balance have taken out a couple of big dominations in the first half of this year. The campaign is running across 2 zones in Sydney's Central Station – capturing huge amounts of foot traffic across platforms 16 to 23.
|
|
|
|
Get wrapped with OOH
Peugeot partnered with Executive Channel Network (ECN) to wrap The Cube at 321 Kent Street in Sydney, and also launched 5 car displays in office foyers in Sydney, Melbourne, Brisbane and Perth. Read more.
ECN’s office media network was also used by Booking.com, to complement its TV and online campaign, to deliver dynamically targeted creative triggered by time, day and weather conditions. Read more.
|
|
|
|
|
Out There – International
|
|
|
World's first artificial intelligence billboard
In a world first, M&C Saatchi, Posterscope and Clear Channel UK have created the first ever artificially intelligent poster campaign which evolves unique ads based on how people react to it. Read more.
|
|
|
|
London’s IMAX gets an upgrade
Ocean Outdoor are working closely with The British Film Institute (BFI) and Lambeth Council to upgrade London’s iconic IMAX site – replacing the halogen strip lights with 48,000 LEDS hich delivers greater energy efficiency and a stunning surrond screen . Read more.
|
|
|
|
Human charging station
This experiential activation by Clear Channel Airports and Monster Media had actors pose as life-sized robots, appearing to 'charge' alongside other devices. A digital display above the outlets ran scenes from the new TV show ‘HUMANS’. Read more.
|
|
|
|
|
International Profile
|
|
|
Argentina
Population: 42.6 million
-
Outdoor ad-spend (2013): $AU 285 million
-
Outdoor advertising as a % of total ad-spend (2014): 4.4%
-
Major overhaul of platforms with improvements performed over the years through: LED screens, luminous screens, mobile boards and street furniture.
-
Major Outdoor players include: JCDecaux, Outfront Media and LATCOM.
Sources:
Aegis Media
|
|
|
