North Face A/W Collection

By | Uncategorized

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…

Media Owners
JCDecaux, Exterion & Storm

Media Agency
Vizeum

O2 Rugby World Cup

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‘Make them giants’

 

We have teamed up with O2 yet again to create a dynamic DOOH campaign in affiliation to their partnership with the RWC 2015.

O2 have used the Liveposter platform and Editor functionality that will enable the creation, management and publishing of all posters. The campaign is based on the England Games in the Rugby World Cup, with the creative either celebrating a victory or rallying after a loss.

Winning copy

Losing copy

THE DYNAMIC DIFFERENCE

The poster creative changes in real-time when the England team have either won or lost.

With thanks to…

Media Owners
JCDecaux & Ocean

Media Agency
Havas

Creative Agency
VCCP

Windows 10 UK

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Windows 10 is here

 

Microsoft has announced their brand new software ‘Windows 10’ and what better way to shout about it than by using dynamic DOOH?

Using bus, rail, airport, underground and cinema data, this innovative campaign is unique. Multiple creative templates have been designed to display contextually relevant messaging to audiences at each location.

The varied copy will appear across a number of major airports, and many JCDecaux, Exterion, Clear Channel & Signature sites.

THE DYNAMIC DIFFERENCE

Multiple creative copy templates will appear across a range of sites using various data sets. Each message will be specific to it’s location, resulting in relevant and engaging DOOH advertising.

With thanks to…

Media Owners
JCDecaux, Exterion, Signature & Clear Channel

Media Agency
Carat

Creative Agency
M:United

Liveposter Meets Tim Bleakley

By | October Newsletter, Uncategorized

Do you think dynamic in DOOH makes a difference to a campaign? If so, in what way?

There’s a huge amount of difference dynamic can make to a DOOH campaign, and it’s certainly become more prevalent. Obviously data, context, be it behavioral or environment, all of them make a significant difference. The key however is not to do it with a core creative idea where there’s a genuine added benefit to a campaign being dynamic. Sometimes it can be a very simple data driven idea that makes the media more efficient, it just means the data decides when the ad is going to be triggered, that’s a very basic use for it but it doesn’t necessarily mean that the copy needs to change in any fantastically creative way but its better use of the medium. In other instances you can actually enhance consumer engagement with the ad.  I would say Tate, the campaign that was all about data linked to weather, great works of art, all with fantastic weather scenes in them then depicted exhibitions on the Tate. That’s a great example.  I think dynamic campaigns are an absolute core part of DOOH but only use it when it’s going to enhance everything that you do and not for the sake of doing it.

Tim Bleakly

CEO Ocean Outdoor

Why do you think dynamic still only represents 10% of all digital campaigns in the UK?Do you think brands really get the potential?

Well if you think about it, I think 10% of all digital OOH campaigns are dynamic is actually quite a big number. There’s three points, I think there’s still a lot of lethergy and strategic planning in the creative process. Theres still a lot of screens out there that don’t necessarily have the capability for companies to interact with the hardware and the software, which makes Liveposter and other companies in your space to make those things happen. I think the third thing is just getting the message across to advertisers takes a lot time. Some advertisers are still booking the same media plans year on year, technology is doubling its capabilities every 2 years, and why is that? Perhaps they don’t have time to think about these things and often people like to do things that are really safe. I think the answer is some brands have started to recognise how important it can be, but they’re still in the minority. Actually, dynamic would form about 70% of all the entries this year for the digital creative competition. I think that’s a good reflection of the change but there’s still a huge amount of work to do but it takes time. In the grand context of the medium it’s still very early days, and all of us have got to collectively evangelize to get the message across.

Tell us a bit about the Ocean Outdoor Awards – what are you looking for in a winning campaign?

Our judging process if key – we have had some fantastic support over the years by the judges, particularly the OOH specialists. But if you come through our judging process, in that room you’ve got creative minds, media minds,  and then you’ve got hardened OOH specialists. So your idea has got to have a fantastic creative core to it, some strong strategic thinking, and then if you’ve got a fantastic creative idea that has got some technical capability that you think is going to make something happen, you’re then dealing with people who work in the sector who know if it’s got a chance of happening or not. It’s a very exacting process and I think that’s one of the things that’s held the competition in. People know if you come through that process you have been judged by all of the different tiers within the advertising chain, all of those disciplines. You can’t afford to fault on one. It could be a great creative idea but it’s pie in the sky and never going to happen, and the outdoor guys are going to say it’s just not possible. If it’s a great media idea but it’s got no core campaignable idea that’s creative for the brand within it, the creative guys are going to say what makes this idea fly? You have really got to beat a really hardened group of people who are all specialists in every discipline in the advertising process.

Do you think the Ocean Outdoor Awards will help drive the dynamic market beyond the awards itself?

Great question! I can hand on heart say I think the competition has come a long way to definitely driving greater use of dynamic, and other technical capabilities of the medium right across the sector, and we are hugely proud of that. We have invested over 1 million pounds in B2B marketing as a challenger brand to drive the sector, it’s almost become an obsession for us here and this time of year it takes over the whole business to pull off an event like that. Genuinely, I think it has. What tends to happen each year somebody comes up with an idea that’s not really been done before and if it has done in a tiny way and they enter the competition and the idea is good enough it wins and then obviously the campaign goes live and ultimately gets a lot of PR and then what you find is the following year is a lot of similar awards enter the competition that have picked up on that idea and of course more of those ideas end up on the streets. So there’s a number of examples of that, the very first winner British Airways was a live feed from St Lucia. Live feeds now within the sector, live feeds of content from events and that sort of thing, absolutely commonplace, it was rare back then.

The 2013 and 2014 winners were Twitter with Topshop and Nokia, the use of social media and Twitter interaction with campaigns for digital out-of-home is absolutely commonplace. I think another really interesting one is Women’s Aid who won it with the facial recognition idea and that was a campaign that went global went on to win a Cannes Gold. I would say a third of the entries this year involved facial recognition, well there’s no way if Women’s Aid hadn’t of won that award, got that Cannes Gold, got that publicity that the consciousness of the ability to use facial recognition to do funky things on digital screens. The unique thing about the competition is what drives dynamic use and other use in the sector is we’re not awarding something that has happened, we’re awarding the art of the possible. Somebody that wins are then shortlisted and we work with them and their stakeholders and make it happen, it then happens and attracts global PR. The work then gets entered again along with everyone else for all the other work that’s happened around the world, you get this kind of multiplier effect on something that came from a very embryonic, small idea.

What are your predictions for the DOOH market in 2016?

Tough question actually. I think we’re going to start to see more multiscreen campaigns, by that I mean campaigns that are planned with multiscreen activity. By that I mean the link between DOOH and mobile, I think that’s going to become more commonplace. I also think you’re going to start to see more dynamic campaigns that are less stunt orientated and more networkable ideas, so they’ll go across multiple cities and multiple countries. I think we’re also going to start to see more clever and relevant use of content, so I think content is going to be one of the next big things.

Mastercard RWC 2015 – LIVE

By | Uncategorized

MasterCard Rugby World Cup

The Rugby World Cup 2015 is officially here and with MasterCard being one of its prime sponsors, they have decided to go that one step further and use dynamic for their DOOH advertising.

THE DYNAMIC DIFFERENCE

4 different dynamic DOOH posters will be played across the period of the competition, increasing the real-time feel of the campaign.

Train data is used for the posters at Waterloo Motion screen, displaying the number of next trains departing for Twickenham in the next hour only. Half time and full time match scores will be updated for ‘gold tier’ games on all Transvision screens and Waterloo Motion.

Social is also being integrated into posters showing user generated content provided by Big Group. In addition, posters will show MasterCard’s ‘Man of the Match’ image and name, and this will be updated on match days.

With thanks to…

Media Owners
JCDecaux

Media Agency
Carat

Creative Agency
McCann

Fanduel USA – LIVE

By | Uncategorized

Liveposter & Posterscope USA – a DOOH first

 

New York, Chicago and Philadelphia – Roadside, Rail & Urban environments

The NFL 2015/16 season kicks off with a bang for digital out of home.

FanDuel, the popular fantasy sports gaming company, commence their highly targeted, dynamic DOOH campaign across multiple DMAs and environments.

For the first time in the USA, a dynamic campaign of this scale is being delivered via a single real-time marketing platform, enabling the creation and publishing of highly targeted dynamic ads across multiple DOOH media owners and networks.

FanDuel are able to better target their outdoor messaging across this exciting 3-month campaign with city-specific messages and promo codes. A live countdown within the ad will show the end of sign-up periods for multiple weekly fantasy football leagues, adding some urgency to get people involved online. Every week, each city’s biggest winners will see their name ‘on the big screen’ in real-time.

THE DYNAMIC DIFFERENCE

Using location specific data, copy was unique to each city. In addition, a live countdown was featured, persuading consumers to take part as soon as possible.

With thanks to…

Media Owners
JCDecaux, Titan, Interstate, Adams Outdoor, Lamar, Digital Outdoor Advertising, Orange Barrel

Corona Sunsets

By | Uncategorized

‘Find Your Beach’

 

Summer isn’t over just yet! Supporting their ‘Find Your Beach’ campaign, Corona has gone dynamic for their DOOH advertising. We have designed and built multiple variations of a 1 hour dynamic DOOH poster, featuring the sun setting over a beach, a live countdown to the end of the ‘sunset’, and of course a bottle of Corona beer.

 

Using weather forecast data sets, Liveposter and Posterscope have identified which days are likely to have an evening of good weather, and will therefore be live on days where people will most likely be enjoying a sunset.

THE DYNAMIC DIFFERENCE

The campaign features a live countdown during the 1-hour activation periods. Using location specific weather data, Liveposter are able to recognise which evenings will produce the best sunset.

With thanks to…

Media Owners
JCDecaux, Storm

Media Agency
Vizeum

Airbnb

By | Uncategorized

‘Is Mankind?’

 

This dynamic campaign for Airbnb supported their ‘Man Kind’ campaign by featuring daily news headline updates in reaction and relevance to what was going on in the real world.

In connection with their message of ‘kindness of man’, each news update was positive, highlighting the caring, and generous actions of the general public.

The creative appeared on Transvisions, Liverpool St Motion and Cinema D6s.

THE DYNAMIC DIFFERENCE

Each dynamic DOOH poster displayed news updates in real-time, so audiences were able to catch news right there, as it was happening.

With thanks to…

Media Owners
JCDecaux & Primesight

Media Agency
Starcom

Creative Agency
TBWA

20th Century Fox (Fantastic Four)

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Fantastic Four

 

20th Century Fox are using the Liveposter platform as part of their campaign for the upcoming Fantastic Four reboot. Running on Exterion’s underground LCD network and JCDecaux’s Transvision, the dynamic adverts will run a few different data executions.

THE DYNAMIC DIFFERENCE

A live countdown will feature on the run up to the launch day of the film. Cinema times relevant to the nearest cinema at each station will also be displayed after the film opens.

With thanks to…

Media Owners
JCDecaux, Exterion

Media Agency
Vizeum

Creative Agency
Ignition

 

Camelot

By | Uncategorized

‘Countdown to those Big Money Balls’

 

This dynamic DOOH campaign with Camelot utilises countdown data to remind players of when the Euromillions Mega Friday draw is ready to start. This ad is displayed on a range of screen types, including Exterion London Underground LCDs, to show optimum impact giving Camelot the best possible chance to capture players’ interest.

We have worked with Camelot extensively over the past year in both DOOH and TV, using our real-time TV platform Livespot, to deliver countdown functionality and weekly creative changes. Therefore, for each campaign there has been no need to resupply content to media owners, giving Camelot the edge to make creative changes quickly and easily.

THE DYNAMIC DIFFERENCE

This campaign gives players a reminder of how long they have left to buy a ticket before the draw goes live. .

With thanks to…

Media Owners
JCDecaux, Exterion, Ocean & Primesight

Media Agency
Vizeum

Creative Agency
Camelot