CAASie By Heurist Integrates With @Broadsign Reach

February 18th, 2020

Tristan Cotterill

Broadsign, the leading digital out-of-home marketing platform, and Brisbane-based branding agency, Heurist, have announced an integration between Broadsign’s supply-side platform (SSP) Broadsign Reach and Heurist’s demand-side platform CAASie.

This new integration provides CAASie’s user base of local advertisers with access to premium DOOH screens across Australia and brings Broadsign Reach DSP integrations to over thirty, making it one of the most widely accessible DOOH supply sources globally.

Taryn Syratt, GM at Heurist, told us “The most amazing thing that digital marketing has achieved is giving anyone and everyone the ability to advertise – regardless of budget. This created opportunities and accessibility for big and small brands alike. It’s thanks to the ease, flexibility and trackability that online advertising brings, that traditional media has been left behind. Small businesses don’t necessarily know how to value or make use of the top-of-funnel and brand-building media. CAASie is our stepping-stone in the direction to make out-of-home more valuable, accessible and easily available to the little guys – the ones who have never had the opportunity or inclination before. Our partnership with Broadsign makes this possible. We’re really excited by the opportunities that Broadsign will bring for CAASie and its users”.

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Lyre’s First Time #DOOH Campaign

February 17th, 2020

Adrian J Cotterill, Editor-in-Chief

Lyre’s, the creators of a newly launched premium range of 13 non-alcoholic spirits has unveiled its first UK brand campaign with the aim to inspire consumers to be proud to opt out without being left out and to find a ‘kindred spirit’.

The campaign, created by Kinetic, kicks off February 19, 2020 and challenges the status quo around the social conventions of alcohol consumption. It also heroes the products, demonstrating Lyre’s signature serves to highlight its diverse range of beautifully crafted non-alcoholic drinks that are possible such as a Lyre’s G&T or American Malt and Cola.

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UK #OOH Industry Revenues For Q4 and Full Year 2019

February 17th, 2020

Adrian J Cotterill, Editor-in-Chief

It was another strong year for the UK Out of Home industry with GBP 1.3bn advertising spend in 2019.

Outsmart, the trade body for the UK OOH industry announced last week that Out of Home revenue for the fourth quarter of 2019 saw growth of +4.9% from GBP 358 million in Q4 2018 to GBP 376 million in Q4 2019.

Justin Cochrane, Chair of Outsmart, told us “Another strong year for Out of Home. These fantastic results reflect the myriad opportunities the medium offers to brands. Taken together with the investment in new gold-standard measurement, Out of Home delivers trust, accountability and effectiveness.”

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The @MTAArtsDesign Is Calling All New Media Artists

February 17th, 2020

Andrew Neale

MTA Arts & Design is inviting new media artists to submit artwork to be considered for upcoming digital art installations and opportunities at Fulton Center in lower Manhattan.

Artists with prior experience in multiple channel installation, and capable of creating a dynamic environment with moving images, are encouraged to apply. It is recommended that artists experience the digital art installations at Fulton Center prior to applying. The program runs for two minutes at the top of every hour throughout the Fulton Center complex and the Dey Street pedestrian tunnel that connects multiple New York City Transit lines to the World Trade Center PATH station.

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#EuroShop @ScalaInc Smart Store Creation

February 16th, 2020

Andrew Neale

Scala’s customer experiences on display at #EuroShop over the next few days will focus on creating smart stores, delivering retail transformation and exceptional customer journeys in the store.

Scala, part of the STRATACACHE family of marketing technology companies, focused on delivering the same convenience and personalization found online in the store, and leveraged the hardware, software and retail expertise found across the STRATACACHE family to design and build innovative shopping experiences. Scala can be found in booth A01 in hall 6 at EuroShop 2020, being held 16-20 February in Düsseldorf, Germany.

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#ISE2020 @AOTOElectronics Spying on @BromptonTech

February 16th, 2020

Adrian J Cotterill, Editor-in-Chief

Industrial espionage, economic espionage, corporate spying or corporate espionage is a form of espionage conducted for commercial purposes instead of, let’s say, national security. Surely though it doesn’t happen at #ISE2020 does it?

What possible interest could AOTO Electronics (Stock: 002587), founded in 1993, a world leading LED application solution provider (some employees of theirs shown above) have in British technology leader Brompton Technology and why on earth would they (AOTO) be on the Brompton Stand at 23:30 on a Friday evening (as shown above) when every exhibitor was either packed away or packing away?

Let’s delve a little deeper …

Brompton Technology are best known for creating powerful LED video processing products for the live events and entertainment industries. Its Tessera system is undoubtedly the market-leading processing solution for LED video walls and is used in high-profile events ranging from the Academy Awards (the Oscars) to tours by acts such as Ed Sheeran, U2, Roger Waters and Metallica.

Although there are some LED manufacturers, ROE for example, who have controversially decided to go down their own path with control and calibration, the vast majority of LED manufacturers would end up using either NovaStar or Brompton Technology.

AOTO’s customers have the same choice; NovaStar or Brompton and whilst Brompton is sometimes seen as the much more expensive option there are so many experts out there who swear by its superior quality processing it is often the go-to choice.

It’s relatively quiet in Hall 12 on Friday evening and the Brompton Technology people have left for the evening after de-rigging and packing away most of their kit, but wait, what’s this we see …

There seem to be five Chinese engineers on the Brompton Technology stand. They cagily open a Brompton flight case, pull out a panel and start photographing it.

The engineers are easy to identify, one was carrying an AOTO bag and all were wearing AOTO name badges.

Barco Insights, @Barco’s #IOT Platform For Projectors

February 14th, 2020

Andrew Neale

Barco went to #ISE2020 having announced a new cloud-based internet of things solution for enhanced projector management called ‘Barco Insights’.

The introduction of Barco Insights is aimed at bringing efficiency, reliability and flexibility. It cuts out time-consuming and error-prone manual administration thanks to the cloud-based storage of projectors’ usage data and light-source run-times. The live dashboards also give real-time information on the operating and environmental conditions of the projectors for more effective device analysis and proactive troubleshooting. Users can securely access the IoT platform on any device with an internet connection.

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Diageo Kicks Guiness Six Nations Campaign

February 14th, 2020

Adrian J Cotterill, Editor-in-Chief

As tensions rise and the competition heats up in this year’s GUINNESS SIX NATIONS, the championship’s title partner has rolled out a nationwide digital dynamic out-of-home campaign, that is encouraging fans to “settle in” to match venues, pubs, bars or at home and take in a game with a pint of the black stuff.

Anna Sablovscaia, Guinness Senior Brand Manager, told us “Guinness is one of the world’s biggest rugby supporters and we wanted a campaign that would celebrate our position as the title partner of the GUINNESS SIX NATIONS 2020, but also help fans and flirts experience and enjoy the tournament wherever they are in the UK. With its ability to serve specific messaging to the right people, at the right time and in the right location, out of home had to be on the media plan.”

Devised by Carat and Posterscope, the campaign seeks to capture the attention of GUINNESS SIX NATIONS fans and championship “flirts” and direct them to pubs or stores where they can catch a live match or grab a pack of Guinness. Appearing across more than 1,600 digital sites across the country, the campaign features multiple different triggers and dynamic creative executions, based on location and the time of the week.

David Eyre at Carat said “This campaign is huge, not just in terms of its scale across the UK, but also in terms of its complexity, serving a multitude of tailored creative executions to multiple different locations at specific times. Out of home is the only medium that combines high impact, brand-led messaging alongside localised, directional ads that drive footfall and sales to both on and off trade venues.”

Screens near to pubs showing matches are automatically served ads featuring directional messaging to the nearest venue, as a match approaches. POS screens close to major off-trade retailers feature two different creative executions – a countdown to match kick off from the day before and a grab a pack message. Screens at rail stations and panels in the vicinity of key stadiums, Twickenham, BT Murrayfield and Principality, will show match information and a countdown to each stadium’s next game. Match fixtures and countdown creatives, with tailored local messaging, will also be served to digital and large format sites at five large third spaces including Flat Iron Square in London.

The dynamic campaign, which is part of a larger OOH campaign also featuring non-dynamic digital and traditional sites, runs throughout the championship until 16 March 2020.

Sharing Valentine’s Day w/ @OutfrontMediaUS Instagram Filters

February 14th, 2020

Adrian J Cotterill, Editor-in-Chief

OUTFRONT Media Inc. (NYSE: OUT) has announced that it has developed a new Instagram filter for its Share Love campaign that ran from February 13-14, 2020.

That activation brought the tradition of sending Valentine’s Day letters into the digital age and delivers a new way for people to share sentiment with loved ones.

According to a 2019 study by Kantar Millward Brown, out of home is the #1 preferred ad format among Generation Z. To further connect with this audience, OUTFRONT Media is leveraging its out of home assets to create a seamless connection between IRL and social content.

Through the national campaign, consumers were able to scan QR codes featured on all of its pedestrian level digital out of home assets, including transit based inventory, with the larger format billboards featuring the official URL for consumers to visit to access the filter. The QR code, which is compatible with iOS and Android software, will open up a customized Augmented Reality filter in Instagram stories. From there, users will tap the screen to see which Valentine’s Day message will appear for them in the heart shaped image.

Jason Kuperman, Chief Product Experience Officer at OUTFRONT Media told us “We are continually testing and discovering the possibilities of connecting out of home with mobile through the integration of emerging technologies. This is a fun way to utilize our screens to create a social experience using QR codes and AR filters on the Instagram platform and engage audiences.”

After playing around with the filter users are encouraged to tag friends in the message and post their story to ‘Share Love’ this Valentine’s Day! OUTFRONT will also be reposting stories that tag the out of home provider to give the messages some extra reach.

Those who don’t have access to the Liveboard network or digital billboards can try out the new filter by clicking here.

#ISE2021, Barcelona, February 2-5, 2021

February 14th, 2020

Adrian J Cotterill, Editor-in-Chief

All of our readers will of course know that the next Integrated Systems Europe exhibition, aka #ISE2021, has been permanently relocated to Gran Via, part of the Fira de Barcelona exhibition complex in Spain. The event will take place February 2-5, 2021.

Integrated Systems Events, the producers of the Integrated Systems Europe exhibition, also have a new logo.