Tag Archives: Outdoor

From Lincoln to Abbey Road – an outdoor media trip

Abbey Road TfL NoticeLast night, Daniel Day-Lewis deservedly won the Best Actor BAFTA for his portrayal of President Lincoln.  Indeed, 150 years ago this year, Lincoln gave his famous Gettysburg (“four score and seven years ago”) address during the American Civil War.  Closer to home, 1863 was also quite a year as two iconic English brands were born.  The Football Association laid out a set of rules, which were first followed in a match between Barnes and Richmond (0-0 draw) and the very first journey on the London Underground took place between Paddington and Farringdon.

For what is a truly remarkable feat of Victorian engineering, we moan about the Tube a lot.  We moan when they are late, on strike or when someone jumps in front of one.  We moan when people force their way on before you have a chance to get off.  We moan when people don’t move down the carriage to let people on or when the closing doors are squeezed open.  But we smile when we read one of those Poems on the Underground or when the driver has a sense of humour.  We feel good when the elderly or pregnant are offered a seat or an 80s pop star breaks into song.  We also marvel at the Harry Beck designed map that is so pleasing on the eye (personally, I’m more fascinated by the equivalent geographically accurate Tube map).

Read more on From Lincoln to Abbey Road – an outdoor media trip…

Innovations in out of home we’ll be seeing more of in 2013

When we talk about how digital marketing channels have evolved in recent years, often we refer to the take off of social media, the advent of mobile and the general implications that the Internet has had on marketing innovation. But there is another sector – one I feel that is slightly overlooked – that has benefitted hugely from the technological advancements that digital has to offer. Out of home media has undergone something of a digital revolution of late – and I’m talking far beyond the digital six sheets that now frequently grace our west-end underground stations. Read more on Innovations in out of home we’ll be seeing more of in 2013…

‘Diffusing innovation’ – in action, in the airport

Targeting the tech-savvy

In 1962 Everett Rogers’s ‘Diffusion of Innovations’ defined individuals’ adoption of a new technology or idea as putting them in one of five groups:  innovator, early adopter, early majority, late majority and laggard.   When people want to gauge how quickly technological developments make it from launch to commercial success they often look at the speed through which they pass into the ‘majority’ phase – critical mass, where they get a life of their own. Read more on ‘Diffusing innovation’ – in action, in the airport…

Opening the Gateways

I’ve been thinking about the importance of points of transition, or ‘Gateways’, for advertisers, and the way they capture a consumer as they move from one activity and mental state to the next. These transition points we pass through every day could include getting off the overground train and jumping on the bus; driving home and switching on the TV; or reading a paper on the way to work then coming into the office and going online. Read more on Opening the Gateways…

In or out – the most important media segmentation

There does appear to be a strong relationship between television and outdoor; when used together, they seem to aid advertising effectiveness, by working in a highly complementary way. Certainly, the IPA Databank suggests they work well together, and well over half of the prize winning case studies feature TV as a lead medium and outdoor as a significant support channel. The fact that one dominates our time in the home and the other is eponymous with the time we spend out of home suggests to me that the most basic media segmentation, and the one that is perhaps most relevant to the media consumer, is in or out; whether we are sitting in the relative calm and comfort of our own living rooms, or we are out and about in the big, wide world, getting on with our lives and managing to cut a path through all of the noise and distractions.

Facebook Places for Sports Brands

Consumer sports brands have traditionally been at the forefront of media innovation, especially in across online channels. But their marketing counterparts have been remarkably hesitant.

How Amscreen’s WHSmith Travel network is activating a whole new commuting audience

The big WHSmith store at Victoria station is right in the middle of the station. If I’ve got time to kill before the train – or, more likely, I’ve just missed the one I was aiming for so am aimlessly awaiting the next – I will often head in there to have a look round. Having just conducted a swift straw poll in the office, I realise I’m not alone in finding my time in store full of irresistible temptation at every turn. Sweets, crisps, drinks, magazines, books, and various other goodies added to the need to fill up dead time and a late afternoon post work energy slump conspire to draw me towards a purchase I had no intention of making as I dashed for the 6.58. Read more on How Amscreen’s WHSmith Travel network is activating a whole new commuting audience…

Neighbourhood convenience screens – already an activation inspiration

While Amscreen were trialling the neighbourhood convenience digital screen network in May this year we at Digicom worked with them on a research project through Lake Market Research to understand shopper receptivity to the screens in these locations.

What began as a straightforward project to understand awareness and opinion turned up some fascinating findings about shopper behaviour in neighbourhood convenience stores which will have a significant impact on the opportunity delivered by this new network to advertisers. Read more on Neighbourhood convenience screens – already an activation inspiration…

Out and about – is participatory culture stronger than ever?

The two young men in the seats in front of us said that this was their third evening this week, “What better way to spend a summer evening?” There were six thousand people jammed in all around us, like bees in a giant hive. Hundreds stood in the centre in a myriad of colourful shirts and dresses. Mobiles were off: the only thing in people’s hands was the programme. The only branding in the hall was in discreet gold lettering: “BBC Proms”. Read more on Out and about – is participatory culture stronger than ever?…

Ideas and activation, extended – why retail digital signage is a rapidly growing sector

This week’s news that Amscreen have started the much-anticipated roll out of their convenience store digital signage network puts the spotlight firmly on the growth of this area of digital signage, and the reasons for this. Read more on Ideas and activation, extended – why retail digital signage is a rapidly growing sector…

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