20.07.16
Perspective technologies and trends in British OOH media

In outdoor advertising industry of Britain there is focus on technology, personalization of advertising messages, facilitating the perception of advertising, positive and useful experience for the audience.
outdoor advertising trends
Ocean Outdoor (Great Britain) with Renault introduces pioneering vehicle recognition technology with Renault partnership.

Developed and tested over the past 12 months, vehicle recognition rolls out for the first time with a campaign featuring the All-New Renault Megane.

Vehicle recognition uses cameras positioned at Digital Out Of Home (DOOH) sites facing stationary traffic to identify the make, model and colour of stationary vehicles from their number plates and then serves the driver and passengers content which is based on specific audience demographics and data relevant to that vehicle.

All vehicle details are matched with an anonymised vehicle specification database which does not store or record any personal data.

The pioneering technology offers brands highly defined targeting and greater efficiency than standard Out of Home play-out, hitting core target audiences with zero wastage.
Real-time activation allows for dynamic delivery based on an environmental trigger. Brands only pay for play-outs when a target vehicle is stationary at the traffic lights
rtm-ukraine out-of-home media trend
Vehicle Recognition – How it works:
  • Once a vehicle stops at the traffic lights, cameras monitor the stationary traffic in each lane.
  • Cameras detect the vehicle's number plate and the technology matches it with the anonymised vehicle specification database and pulls out the make, model and colour of the stationary vehicle.
  • Once the target vehicle is detected, the Vehicle Recognition Technology triggers a corresponding creative to be served in real-time.
  • The sophisticated platform delivers a post campaign report every time the ad is triggered (time stamped confirming a vehicle's presence, day-part delivery breakdown and proof of play-out).
The All-New Renault Megane, the fourth generation of the French car manufacturer's popular family hatchback, goes on sale in the UK from July.

Advertising on bus shelters across the West Midlands is set to net more than 15 million income over the next five years.

Transport for West Midlands (TfWM), the transport arm of the West Midlands Combined Authority (WMCA) has awarded the contract to advertising giant Clear Channel.
Revenue goes back into the network to help pay for the upkeep of vital infrastructure including bus stations and shelters.

As part of the new contract Clear Channel will pay a fixed fee each year for the exclusive sales rights to advertising panels on a third of shelters throughout the West Midlands.
The new contract, which goes live on July 1, will see the number of digital advertising screens at bus shelters across the region increased to 300 over the next five years.

This new contract will see us digitise hundreds of advertising panels across the region, expanding our digital Adshel Live network, while providing TfWM with revenue that can be re-invested directly into local services.

Primesight says smart airports will become the hub of brand experience.
We can now binge watch an entire TV series the instant it's released, book taxis within minutes and order our favourite meals the moment the hunger craving sets in. Amongst all this disruption, airports are also in the midst of huge social change. At their most basic, travellers will soon have the same expectations for travel as they do in all other spheres: providing instant alerts, hyper-connectivity and facilitating intuitive spaces.

This change is especially important as our yearning for travel shows no sign of abating: this year 3.6 billion people are expected to take to the skies, up from 2 billion a decade ago. As this increase hits the travel market, imagine a world where airports are not a source of stress, but rather an extension of the entire holiday experience.

Thanks to technology, airports and airlines are now in a position to ease delays and delight consumers with increasing sophistication. According to the BBC, airport operators invested ?4.6bn on IT services in 2014, experimenting with innovations including automated check-in, navigational apps and new ways of promoting retail opportunities. In the future, consumer touchpoints will have more than a segmented and clinical check-in, security and boarding functionality.
Smart technology and the sharing of first and third party data between airports and airlines will ease stress and mean consumers can receive real time key information about their journey.
Not sure of your flight details? Google reads your emails and shows the booking on Maps. Not sure where to park? Your app will direct you. Your flight is delayed? You receive a push notification allowing you a little more time in Duty Free. The gate is changed? Your phone helps you find a new route through the airport.

Where do these changes leave brands and advertisers? For those quick to adapt and take advantage of the opportunities there is so much they can do to upsell and cross-sell as they find ways to enhance the wait time. The latest Nielsen research shows that 80% of frequent flyers remain connected to Wi-Fi throughout their airport journeys.

Tapping into airport location-aware apps alongside beacon technology, brands will be able to envelop the consumer journey from the moment they park up to the final message at the boarding gates, as well as reaching out to them during dwell time (an average 2.5 hour wait where traveller's mind-sets are positive and buoyant) with one-off events and special offers.

Much like the 21st century commuter stations, airports now go beyond their basic functional capacity of getting passengers from A to B. Singapore's Changi, with its rooftop swimming pool, butterfly garden and free 24-hour cinema, already surpasses our expectations of what an airport should be – and is setting the tone for what they will become; "social architectural spaces" passenger-centred and service-oriented.
rtm ukraine advertisement in kyiv airport zhulyany
Используя аэропортовские приложения и маячковые технологии, бренды смогут охватить потребителей с момента их парковки до последнего сообщения о посадке, а также «обратиться» к ним во время задержки рейса (в среднем 2,5 часа, когда путешественники позитивны и жизнерадостны) с одноразовыми акциями и специальными предложениями. Аэропорты предоставляют брендам возможность взаимодействовать с потребителями более интересными способами.

Сейчас аэропорты выходят за рамки своих основных функциональных возможностей. Например, аэропорт Чанги в Сингапуре, с бассейном на крыше, садом с бабочками и бесплатным круглосуточным кино, превосходит все представления о том, каким должен быть аэропорт. Аэровокзалы становятся более пассажиро- и сервис-ориентированными.