Clear Channel Out&about issue 1 2012

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