- Location: UK
- Launch date: Feb 6thth Duration: 48 Hours
- Scale: 800 sites (roadside, underground, train stations)
- Media owners: JC Decaux, Ocean Outdoor, Exterion Media, Primesite, City Outdoor Media, Forrest Media.
- Objective: : To promote new series of X Files on Channel 5.
- Use of Digital: Live countdown till the show goes live.
- Location: UK
- Launch date: 22nd Feb Duration: 5 days
- Scale: 100+ sites
- Media Owners: Ocean Outdoor, Signature Outdoor, Outdoor Plus, JC Decaux, Exterion Media.
- Launch: 22nd Feb – 28th of Galaxy S7.
- Objective: To launch a new phone – the Samsung Galaxy S7.
- Use of Digital: Social campaign. Creative featured tweets from phone users or those shortly to receive their phone. Real time feedback.
- Location: Scotland
- Launch date: Feb 6th
- Duration: 48 hours (Scotland lost the rugby international which meant a shorter campaign than if they’d won)
- Scale: 5 screens in Edinburgh and Glasgow. Outside the rugby stadium and on large digital roadside screens.
- Media owners: Forrest Media.
- Objective: To celebrate RBS’s association with Scottish rugby.
How important is OOH to Diageo?
Outdoor is an incredibly important media channel in order for us to drive brand fame across our entire portfolio. We have continued to invest behind Outdoor for the last 5 years but really it has been across the last few years that we have seen the possibilities that Outdoor has for our brands in terms of the way that we can be more dynamic, more flexible and of course more creative in this previously quite static medium.
How are you starting to use dynamic digital OOH as a normal part of your plans?
So, over the last year we have started experimenting more in Digital Out-Of-Home and in particular thinking about how we deliver the perfect serve across our portfolio. What I mean by that is the right message at the right time and putting in the right brands in order to deliver a message that will enable us to connect with the consumers, given their mind state at that particular time. So, whether it be Gordon’s and Tonic just when you’re going home from work or whether it be Smirnoff at that time during the Pride festival in London or Guinness during the Rugby World Cup, we can ensure that we are delivering our brands at that moment and DOOH allows us that flexibility in order to be flexible in terms of which brands we are serving at which time. There is no other channel that allows us to have that broad catch reach but also real flexibility when it comes to our creative. And this is something we are expecting to see more of over the coming years, but we are delighted to be one of the first few that are taking advantage of true portfolio buying across all of our brands.
What insights do you have?
Outdoor and real-time go hand in hand, and that couldn’t be truer than of our campaign that we ran with Pimms this Summer, where we used real-time, in-bar data, so in-bar sensors that allows us to know when people are in bars, in order to define what we ran in Outdoor. So when bars were quiet we could support our bar customers, we could make sure that we were supporting them by putting a creative in proximity to that bar and sending people through to that bar, in order to drive footfall at those quieter times. Whether it was rainy or sunny we had the perfect message for them, which we delivered in real time, based on the number of people that were in bar and the weather at that time.
Predictions for the
In previous times when it comes to creative use of Outdoor it’s been difficult to do that at scale, so the flexibility that we’ll see as we start to do data-led Outdoor planning means that we can be more creative with real scale. And that to me is incredibly exciting. Outdoor has previously been quite an expensive channel to use when it comes to dialing up the creativity. This will allow us to do it at a cost that suits the advertiser but also allows us to be really engaging from a consumer perspective. So my prediction would be much more creativity in this channel and a lot more awards for Outdoor going forward.
WINNER CANNES LION 2016
The Pimms ‘Grab a Seat’ campaign showed how live data can be used to serve up campaigns that are rewarding for consumers and brands alike.
By installing our own set of sensors in a number of pubs we were able to know the approximate footfall and likelihood of seating space at any given moment. This information gave us room to adapt the creative on nearby poster sites to guide potential drinkers to a venue with enough elbow room to enjoy their Summer drink in peace.
In exchange for that information we were able to put Pimms to the forefront of their mind and compete in the ‘first drink of the night’ battle.
The campaign was the first time ‘occupancy data’ from pubs has been used to determine bespoke creative on digital screens. Pioneering use of data in DOOH – we’ll drink to that.
Almost 10 years ago Walt Disney management discovered that Disney World Florida was in real danger of becoming a thing of the past, with a high percentage of visitors saying they would not be returning due to crowding, long lines for rides, and the overall magic and wonder of the park being ruined.
This crisis moment forced Disney to rethink how they did things and to reinvent their offering through the MagicBands and their online program, MyMagicPlus.
This billion dollar idea came from a handful of Disney insiders, nicknamed the “Fab Five”, a humorous nod to the Original Disney Gang (Mickey, Minnie, Donald, Goofy and Pluto). They wanted wearable tech to be the future of the Entertainment Park, a way to improve the experience of every visitor as well as to bring them invaluable feedback on how the parks are being used.
So what is the MagicBand?
The MagicBand is a rubber accessory worn around the wrist, containing a RFID chips and a radio, similar to those in a 2.4-GHz cordless phone. The battery life on a band can last up to two years, meaning unlike your smartphones there is no worry of it dying half way around the park.
Though simple in its appearance the band connects the wearing to a vast and extremely powerful system of sensors around the park (the company had to install more than 30 million square feet of Wi-Fi coverage, an area equivalent to the city of San Francisco).
The point of the MagicBand is to make the guests experience as hassle free and magical as possible. The band enables the cast members and park itself to anticipate your every move, know your names, what you want, what you need, where you will be next, and how long until you arrive. The prime example of this would the Be Our Guest restaurant, which leaves those unaware of the full capabilities of the band… How did they know my name? How did they know where I was sitting? How did they bring my food straight to me? Bookings, preordering, and sensors are what make this dining experience so magical.
The MagicBand expands past its initial application, also becoming a Skeleton key to the park for the guests. It is used to aid in a swift and easy checking in process, serving as a room key, with more than 28,000 hotel door locks being replaced to make it viable. It can also be linked to your credit/ debit card and can be used to purchase food and memorabilia.
In addition to enhancing on the individual’s experience, Magic Bands also collect an immense amount of data, but not just the basic location data of the masses. Disney is able to collect very specific data, down to who exactly each person is at the park, where they go throughout the day, what they buy, drink, eat, at what points of the park are most used to go toilet etc. From this standpoint, the bands can be seen as a source of a great fountain of data that could be used to target the consumer in a very effective way.
Despite a later than expected launch the MagicBands and MyMagicPlus have been a great success. Disney have succeeded in making its customers data-friendly, happy to exchange their data for all the benefits it brings them. And the result? Well, in the first quarter after the launch of the Magic Bands, attendance at the parks increased by 7%, resort hotel bookings were up by 8% and overall revenue was up by 20% to $805 million. So the signs are very good that they’re heading in the right direction.
What can DOOH learn from the Magic Band?
Within the walls of a Disney adventure park the expectations of the individual are very different to in the everyday world. Guests view that world very differently and this might explain why its guests are so happy to share so much of their information. But there is a trade off and by sharing their data the customer gets conspicuous benefits. And this is key. When there are tangible benefits to sharing data, the customer is placated; it’s when they feel looked-in-on without anything in return that alarm bells ring.
Sharing data in the real world is a challenge and how to invite consumers into the screens around them is DOOH’s challenge. With all the hoopla that surrounds the question of privacy, what will it take for people to allow their every move, tastes, interests, private personal data to be constantly monitored, as the Magic Band has managed?
Perhaps conspicuous kick-backs is the key. What Disney’s Magic Bands suggest is that as long as the data-sharer can see the benefits then they’re happy to be involved. People.io is the latest company to gamble on this trend. The Shoreditch-based start up is pioneering a form of data licensing as opposed to traditional data harvesting. It’s out in the open, consensual, so already it’s better.
By signing up to people.io individuals can ‘allow’ ads to come their way in exchange for credits with tangible benefits. This sidesteps the rising use of adblockers (whose use rose by 82% in the last year) and gets consumers on side, in a mode to be amenable and therefore more receptive to the ads they view.
Consent may just be what the modern art of persuasion needs, after all, the grease on the tracks for a boat to be able to launch. That said, it’s a business model that’s proved hard to make work in the past, with Blyk and Samba Mobile examples of previous ad-promotion enterprises that failed to be sustainable. It’s an interesting experiment though and one we’ll be keeping our eyes on.
LINKS & FURTHER READING
SUPERFAST FREE WIFI
COMING TO A STREET CORNER NEAR YOU.
Back in 2014 New York City announced its plans to install a network of free Wifi kiosks, or Links as they call them, across the city. Initially it raised as many questions as it had answers.
Fast-forward a little over a year and, with Google’s help, the project has come to fruition, with the first few Links being unveiled to the city’s Wifi-hungry citizens in January. Initial feedback is overwhelmingly positive, with average download speeds many times faster than the average American home.
While only a handful of Links are currently operational the plan is to launch 500 across the city by July, followed by a further 4,000 in the next 5 years. So, for New Yorkers at least, access to free gigabit wifi will soon never be more than a short walk away.
As well as free Wifi the tall, thin kiosks feature USB charging, free voice calls and a tablet for internet access, maps and directions. All this plus two digital screens, whose ads are currently the only revenue generated by the scheme. So the city’s great gift of free Wifi is also a great opportunity for advertisers to reach a captive audience.
Back in the UK we may not have long to wait for a similar experience, given recent news that Clear Channel UK has acquired Arqiva’s 1800 phone box sites. Clear Channel has announced plans to revamp the sites, installing kiosks, along the same lines as New York’s Link network.
So I guess we’ll see you down on the street corner soon then.
LINKS & FURTHER READING
SUPER DATA AT THE SUPERBOWL
The recent Beyonce concert (aka the Super Bowl 50 match between the Denver Broncos and Carolina Panthers) was every bit the sporting/entertainment extravaganza we’ve come to expect, reaching a TV audience of just shy of 112 million viewers worldwide. On top of this the match also broke the record for streaming, with just under 4 million people able to watch on CBS’s live stream.
One of the most interesting statistics, to our mind, relates to the WiFi network at the Levi Stadium in San Francisco, where the game was held. The 71,000 fans in attendance on the day used the Wifi network to transfer over 10 Terabytes of data – data that could prove an invaluable resource for advertisers in the Digital Out-Of-Home (DOOH) space.
TIME TO GET A BIT MORE GRANULAR…
Comcast provided the infrastructure at Levi Stadium offering up dual 10 Gigabit data links to allow fans to connect to more than 1,200 access points including equal numbers of bluetooth beacons (at it’s peak users of the WiFi network were using around 3.6Gbps with 18,000 concurrent users).
Such large-scale connectedness is good news for DOOH. We’ve already seen WiFi and Bluetooth beacons used programmatically to trigger content but generally this has been small-scale, one-off projects. Imagine how a new or refurbished sporting venue or exhibition space could utilise WiFi, Bluetooth beacons, ticket sales, weather, food consumption, footfall, social media and demographics to drive really dynamic, tailored content to hundreds of thousands of fans…
Looking ahead, the upcoming Olympics in Rio will be an occasion of similar scale and worldwide interest. Assuming capable Wifi infrastructures are installed in the stadiums, a sportswear brand, for example, could trigger content on trackside screens based on when a requisite number of consumers are heading into the stadiums (knowledge garnered by the number of people connected to the WiFi network at the time). And of course they could adjust the ads when data tells them consumers have disconnected and are heading away from the stadium.
With good access to WiFi data, ads could be set to activate on a more granular set of rules, their content adjusting to fit the demographics, which entrance fans enter through or the apps users are detected to have on their devices at the time. Ads could be triggered when one or even a combination of data rules are met, giving brands the chance to broadcast messages with greater meaning and relevance to the audience at any given time.
All this empowers brands to communicate better with different audience mindsets in real-time, as well as literally take the games to those further afield who couldn’t make it on the day (automatically, using data), along with those on their way to/from the stadium.
At mega events brands have only a limited TV opportunity (with 30sec commercials costing $4m to air on average), so typically they resort to reactive platforms like social. But state-of-the-art Wifi-networks such as the one in operation in San Francisco, give brands an opportunity to communicate with a wider audience, before an event (live countdowns to the start of the games, social buzz), during an event (match updates, what’s on now/next, real-time stats, UGC), and after an event (celebrating the best content with the fans on their way home).
Taking data from games is quickly being recognised as commercially valuable to brands. Jaguar gave it a good go with their ‘Feel Wimbledon’ campaign last summer. It’s a great time for brands to get involved. The opportunities to make more meaningful connections with consumers is right there but only the more agile and tech-embracing brands will get to score the touchdowns.
North Face are applying a dynamic approach to their DOOH advertising, just in time for the Autumn weather.
Promoting their A/W 2015 collection, Liveposter are delivering a DOOH campaign which shows the most relevant creative messages at the right places, at the right times.
Using weather-triggered data, Liveposter have created a dynamic framework that switches their ‘Thermoball’ creative on when the ambient temperature at the screen locations is 10 degrees or below, and above this temperature will display their ‘Never Stops’ copy.
THE DYNAMIC DIFFERENCE
Using weather data to maximise the efficiency of the advertisement, making their DOOH campaign relevant in real-time.
With thanks to…
JCDecaux, Exterion & Storm