Date post: | 27-Mar-2016 |
Category: |
Documents |
Upload: | clear-channel-uk |
View: | 216 times |
Download: | 0 times |
out&aboutin the uk. Issue 1 / 2012.
The Summer of Euphoria
A step ahead
Special guest Quarterly
OOH medium of choice
Ground breaking research
SPECIAL
EDITION
SUMMER OF
EUPHORIA
The Summer of Euphoria
Today Clear Channel kicks off its ‘Summer of Euphoria’ campaign and what better day than the first working day of British summertime (26th March). The summer of 2012 is going to be a magical time for Great Britain and an unprecedented time to advertise out-of-home. There is a huge focus on the Olympics however, there is so much else going on around the UK from the Diamond Jubilee and Euro 2012 to the many local festivals and Wimbledon.
Everyone is going to be outdoors – are you?
02/03
Did you know...
• Thisyearfromthe2nd–5thJuneoveramillionextravisitorsareanticipatedtoattendeventsacrossLondon
• DuringEuro2004,theEnglandvs.Portugalmatchdrewarecordpubcrowdforthetournamentof8millionpeople,12millionpintsofbeerandciderservedand£50minadditionalturnover
• Intotal214,000glassesofPimm’sweresoldatWimbledon,HenleyandAscotlastyear
• Thissummerstaycationisforecasttobeaspopularifnotmorethanin2011withdomestic
holidaysanddaytripssettocontributeevenmoretotheUKeconomy
• TheOlympictorchwillpassthroughatotalof1,019communitiesandformthecoreof69celebrations
• TheCulturalOlympiadwillprovide10millionchancestoseeover1000performancesandevents
• TheUKissettobenefitfroma£750mconsumerspendingboostinthe7weekperiodacrosstheOlympicsandParalympics
• Highstreetretailersincreaseof£184.7minsales
• Entertainmentandfoodanddrinkindustrywillseeanextra£81.5minrevenue
2012 Calendar of Euphoria
DiamondJubilee(2nd–5thJune)RiverPageant3rd,BankHoliday4th/5th
Jun
SPECIALFEATURE
Jul
TorchRelay–May18thtoJuly27th
CulturalOlympiad(21thJun-9thSep)includingHackneyWeekend23rd/24thJune,FestivalsinHydePark&VictoriaPark27thJulyto12thAugust
Wimbledon(25thJun-8thJul)
Euro2012(8thJun-1stJul)
IsleofWight(22nd–24thJune)
EnterourexclusivecompetitiontowintwoVIPticketstotheonce-in-a-life-timeHydeParkclosingceremonyconcerton12thAugust,whereBlurwillperformastheheadlineact.
Fromsummersofsportingsuccesstofondlyrecalledchildhoodmemories,pleasetellusyourmosteuphoricsummermomentin100wordsorlessatwww.clearchannel.co.uk/summerofeuphoriaforyourchancetowin.SubmityourmemoriesbeforeFriday13thAprilandthewinnerwillbedecidedbyapanelofSummerExperts.
Win two VIP tickets to the Hyde Park closing ceremony concert
Why Clear Channel?
• FortheDiamondJubileeourLondonClearChannelAdshel,LD6andPiccadillyLitesitesareperfectlyplacedtoreachrevellers
• AcrossthecountrypeoplewillbestockinguponpartysuppliesatSainsbury’s
• Ournationwideestateofbillboardsandourin-barscreensareagreatwaytobroadcastyourmessage
• OurnationalClearChannelAdshelandMallsitesaredefinitelytherightplaceandtherighttimetotargetfamilies
Jul Aug Sep
TorchRelay–May18thtoJuly27th
CulturalOlympiad(21thJun-9thSep)includingHackneyWeekend23rd/24thJune,FestivalsinHydePark&VictoriaPark27thJulyto12thAugust
Olympics(27thJul-12thAug)
Wimbledon(25thJun-8thJul)
Paralympics(29thAug–9thSep)
EdinburghFestival(3rd-27thAug)
SchoolsOut!(20thJul-2ndSepapproximately
TinthePark(6th–8thJuly)
Reading&LeedsFestivals(24th–26thAug)
04/05
Out-of-home becoming the medium of choice
2012 is a landmark year for out-of-home advertising. Now that we are at the end of the first quarter, it is clear we are seeing a seismic shift in what out-of-home advertising can do for brands. We are seeing how new technology has the potential to change how advertisers connect and communicate with consumers when they are out and about.
Peoplearespending33%moretimeout-of-homethantheyweretenyearsago,makingout-of-homeadvertisingmoreandmorerelevant.Itisafterallwhereadvertisers’audienceslive,workandplayandmoreimportantly,whereandwhentheyaremakingpurchasingdecisions.Lastyearover59%ofmobilephonespurchasedintheUKweresmartphones.Withthebuzzaroundtechnology,HD,NFC,QRcodesandinteractivity,consumerexpectationsarebecomingmoreandmoresophisticated.
TakealookatsomeoftheinnovativecampaignslaunchedonClearChannelscreenssofarthisyear(page6)andyoucanseehowadvertisersareputtingtechnologyandinnovationattheheartofwhattheyaredoing.
EmmaNewman,MarketingDirector,ClearChannel
Jeremy King, Editor of Media Week, talks to out&about regarding what 2012 holds for out-of-home advertising.
Out-of-home continues to push the boundaries
Back in September last year, I wrote a feature on Media Week online about why 2012 could be ‘The Year of the Mobile’ and the significant repercussions this could have on the out-of-home media industry. True to my word, Q1 has proved to be just that with so many innovative and exciting campaigns engaging with mobile technology and beyond.
Duringmyresearchfortheabovearticle,ClearChanneltoldme:“Out-of-homeiscomplementedbymobiletechnologywhichinteractswithourdigitalandtraditionalformats.”
Bearingthisinmind,recentresearchcarriedoutbySavvyMarketingandPCPMarketResearchtellsusthatthenumberofUKshopperswhoownasmartphone,beitaniPhoneoramobilerunningontheGoogleAndroidoperatingsystem,isuptoastaggering51%.Furthermore,thisfigureissettoriseto72%byyearend.Sotheaverageconsumerisarmedwiththetechnologyneededforinteractiveadvertising.Thesameresearchtellsus41%ofconsumersareenthusiasticaboutthepossibilityofcompletingcontactlesstransactionsusing‘NFC’.
Clearlytheseareexcitingtimesforout-of-homemediaowners.As2012progresses,Ilookforwardtoseeinghowadvertisersandcreativeagenciesdevelopcampaignsthatconsumerswanttoengagewith.BeitthroughQRcodes,‘NFC’ornewgroundbreakingtechnologies,the
opportunitiesarethereforbrandstoreallymakeadifferenceinhowtheymarketthemselves.
Lastmonth,wesawClearChannelworkwithPlanUKtodeliveraninnovativecampaignthathasneverbeenseenintheUK–facialrecognitioncombinedwithtouchscreenandsound.ThisonlytouchesthesurfaceofwhatcanbeachievedandIlookforwardtoseeinghowadvertisersbreakthroughthesetechnologicalbarriers.
06/07
Clear Channel QuarterlyThe last few months have been unprecedented in many ways. Highlighted below are some of the campaigns breaking the mould.
To get in touch email us at [email protected].
Plan UK – An ‘out-of-home’ media first TheCreateteamatClearChannel,inconjunctionwith3DExposureandCURB,launchedaUKout-of-homeindustryfirst-interactiveadvertising,amalgamatingfacialrecognition,touchscreenandsound.PlanUK’sBecauseIamaGirlcampaign,whichhighlightstheplightoftheworld’spoorestgirls,launchedthegroundbreakinginteractiveadonaClearChannelscreenonOxfordStreeton22ndFebruary.
Madonna chooses Clear Channel OnFriday3rdFebruary,ClearChanneltookpartinamediafirst-thesimultaneous‘Play’ofMadonna’snewsingleandvideo“Givemeallyourluvin”acrossninecountriesinEurope,AsiaPacificandtheUSonover1,600ofourdigitaldisplaysreachingmorethan150millionpeopleacrosstheglobe.
Absolute Radio’s ‘Faces for Radio’ThroughoutJanuary,AbsoluteRadiopromotedtheir‘FacesforRadio’campaignonLD6ScreensacrossLondon.Thiscampaignwasamediafirstwithdynamic‘NowPlaying’livefeedondigitaloutdoorsitesusingliveRSSfeedsofferingahighimpactandinteractiveconsumerexperience.Thecampaigndisplayedthetagline,‘Presentingforyourcuriosity–TheFacesForRadio’andusedRSSfeedstoshowtheartistsplayingliveonAbsoluteRadioinabidtoraisebrandawarenessandencouragetrial.ThecampaignwasplannedandboughtbyMECandKinetic.
08/09
Ground-breaking industry researchFirst body motion recognition trial hits the UK capturing consumer behaviour as never seen before
Tuesday 20th March saw the launch of the UK’s first ever body motion recognition research in out-of-home using ground breaking technology at an interactive panel in London. The premise of the trial devised by Clear Channel and Kinetic in conjunction with 3D Exposure, is to understand optimum consumer interaction with environments and advertising when out-of-home. The research will offer brands unique insight into consumer behaviour and preferences.
Stateoftheartcontentembracingthefullrepertoireofconsumerinteractionincludingbodymotion,facial
recognition,touchscreen,socialmediaaswellasthemorerecognisableSMStexting,QRandNFCcodes,hasbeendesignedtomonitorconsumerbehaviourandinteractivity.Participantswillbeabletocompletedifferenttasksenablingustoobservethepreferredwayofinteractionresultinginthefirstinsightsintoconsumerbehaviourwithtechnologyofthiskind.
MatthewDearden,CEO,ClearChannelsaid:“WearedelightedtobepartneringwithKineticinthispioneeringstudy.Peoplearespendingmoretimeout-of-home,andtechnologyisenablingnewwaysforbrandsto
engagewiththem.Sothisground-breakingresearchwillshowhowpeoplereacttonewtechnology-enabledout-of-homeadvertising,andwhatworksforthemandforbrands.We’reveryproudtobeleadingtheindustryindeployingandunderstandingthepotentialofthesenewmedia.”
NickMawditt,GlobalDirectorMarketingandInsight,Kineticsaid:“Thisgroundbreakingprojectwillofferthefirstinsightsintothefullrangeofinteractiveconsumerpreferencesandhelpbrandsunderstanddynamicconsumerinteraction.Itcouldchangethefaceofadvertisingmovingforward.”
Matthew Dearden, CEO, Clear Channel said: “People are spending more time out-of-home, and technology is enabling new ways for brands to engage with them. So this ground-breaking research will show how people react to new technology-enabled out-of-home advertising, and what works for them and for brands.”
A step ahead
ClearChannel’s‘Play’networkoperatesin30countriesworldwideanddemonstratesourcommitmenttoinvestingintransformingthewayadvertiserscancommunicateandconnectwiththeircustomersout-of-home.
• Embracethefreedomtodeliverbespokeandmultiplemessagestailoredbycontextincludingtime,day,location,proximityortopicalupdates
• Enhanceorevolvecreativecontentwithdynamicmessagingincludingliveupdatessuchasnews,weather,travelandsocialmedia
• Engagewithconsumersthroughlinkstomobile/onlinecontentandtransactionalcapabilitythroughsmartphonetechnology
Innovation is at the heart of Clear Channel. By developing our inventory, it ensures we are best placed to offer advertisers the media solutions they require to deliver their message. Below is an example of our unparalleled products - please get in touch with [email protected] for further information on any of these.
Play
London Digital 6 Sheet
Digital Malls
Socialite
Digital 48 Sheets
Piccadilly Spectacular
Clear Channel Adshel
• ClearChannelAdshelhasanextraordinaryheritageandournetworkoffers45,0006SheetsacrosstheUK
• Aswellascampaignstobuildhighcoverandfrequency,wecanalsocreatecampaignsconsistingofpanelsinparticularlocationsandenvironments.
• Reachinganincreasinglymobileaudience
• Relevantfortargetingtheevolvingconsumer
• Theopportunitytoinfluencethemobilewallet
• Increasingconsumerengagementthroughconvergencewithonline
• Enhancingmediacampaignstargetingdesirableaudiences
Piccadilly Lite
Piccadilly Spectacular
Digital at Birmingham Airport
Contacts
ElaineBaileyD +44(0)2074782941E [email protected]
GuyMelzackD +44(0)2074782970E [email protected]
Design
RichardPorterD +44(0)2074782268E [email protected]
Photography
MalcolmMenzies&MaciejJablonski