Out & About Q3 2011

out&aboutin the uk.Issue 3 / 2011.

Clear Channel launches LD6 - a new way to talk to London / 02

The power of creativity in out-of-home / 06

Create showcase / 08 Promotions & appointments / 10

Why outdoor is the last window of influence / 12

02/03

Clear Channel to launch a new way to talk to London

Clear Channel is launching a new premium brand connection enabling advertisers to creatively engage with target London audiences out-of-home. Available from 28 November 2011, the new LD6 (London Digital 6 Sheet) platform will be the UK’s first roadside digital street furniture network, with 100 72” HD screens being installed in key locations across the capital, delivering 10.8m impacts per week.

LD6 will deliver an enhanced experience through the day and night, for consumers on the move. The network will deliver high dwell time, enabling advertisers to capitalise on greater engagement opportunities while harnessing the flexibility and creativity offered by digital technology.

04/05

The launch of LD6 will open up new possibilities for advertisers to engage with their target audiences due to its ability to provide increased Context, Immediacy, Interactivity and Creativity.

Greater Context will be provided through the ability to develop bespoke content, book multiple copy changes and tailor copy by proximity. Immediacy will be offered through the provision of dynamic content and real-time updates such as news, weather, travel and links with social media.

More Interactivity will be offered through bespoke links with mobile and social media as well as built-in NFC capability. Enhanced Creativity will be available due to the quality of the HD canvas and the multiple copy opportunities and increased targeting.

The LD6 network is situated in sought-after locations across the capital, on busy high streets and thoroughfares including

Shopping areas (Oxford Street, Upper Street, Shepherds Bush Road, Victoria Street and Baker Street), Entertainment districts (Cambridge Circus, Aldwych, Shoreditch High Street, Camden High Street and Clapham High Street), Transport hubs (King’s Cross, Euston, Victoria and Clapham Junction) and Affluent Residential areas (Wandsworth, Hammersmith, Islington and Westminster).

According to Clear Channel CEO Matthew Dearden: “Our advertisers and their brands will be able to engage consumers by maximising time and context on this growing network to deliver powerful, flexible and interactive campaigns in London’s best locations.

“The launch of LD6, combined with the continued expansion of our digital mall and Socialite networks, is a demonstration of our commitment to significantly invest in developing new channels for our customers.”

“The launch of LD6, combined with the continued expansion of our digital mall and Socialite networks, is a demonstration of our commitment to significantly invest in developing new channels for our customers.” Matthew Dearden CEO Clear Channel UK

(*Roadside Digital Screens)

PEARLYKINGS &QUEENS*

A new way to talk to London with

Have a rabbit with Londoners like you’ve never had before. Introducing Clear Channel’s new

digital 6 Sheet roadside network. From 28 November 100 sites all round town will make a

brand part of London life. With twitter feeds, links to mobile media and the power to change

copy as often as you want. It’s a real Geoff Hurst (first). Call our sales team on 020 7478 2200

or visit www.clearchannel.co.uk/ld6 and come and have a butcher’s for yourself.

The power of creativity in out-of-homeDerek Manns Head of Create+Collaboration

Speaking to an audience of leading creative agencies, media agencies and media owners in London last month at the OMC Hall of Fame talk, Dave Trott, the legendary ad man who set up GGT ad agency in the 80s, said: “Posters are the marines of media – if your campaign works in posters, it can work anywhere. You have to get your message across powerfully and while there aren’t rules, there are principles; use the simplest most powerful image and the least amount of words.”

He went on to explain that the best work breaks the rules. “We’re all exposed to 1,000 messages a day – 90% is wallpaper, as a brand you need to be in the 10% to bury the 90% - do something different to stand out,” he explained.

As outdoor media owners, we need to find new ways to work with creatives and planners to really exploit the creative potential of outdoor, especially in digital. Next year looks set to be the tipping point in terms of digital out-of-home, and we believe that creativity is crucial in making this digital revolution a success.

Ed Morris, Rapier’s executive creative director and Outdoor Lions judge juror at Cannes this year, said outdoor’s endless opportunities will persuade clients to shift more of their focus and advertising spend to the medium.

He said “When judging the outdoor, you can see the future is coming.”

Brands still need to engage people in everyday life, and our medium not only gives them the chance to take more of a central role in that, but opens up more opportunities for interaction and engagement through the adoption of new technologies that, as Morris explains, can “bridge the gap between traditional categories and push the boundaries further”.

06/07

We sponsored the Campaign Big Awards on Wednesday (26 October) for the third year running in our support of creativity in Outdoor. It’s great to see how the medium continues to challenge and evolve, inspiring creative agencies to combine context and emotion to deliver ROI and build meaningful connections between brands and their consumers.

From Top: OMC Hall of Fame winners for each decade are showcased at the IPA, a selection of winners from the Hall of Fame.

(*Copy Rotation)

KING’S CROSS STATION*

A new way to talk to London with

Have a rabbit with Londoners like you’ve never had before. Introducing Clear Channel’s new

digital 6 Sheet roadside network. From 28 November 100 sites all round town will make a

brand part of London life. With twitter feeds, links to mobile media and the power to change

copy as often as you want. It’s a real Geoff Hurst (first). Call our sales team on 020 7478 2200

or visit www.clearchannel.co.uk/ld6 and come and have a butcher’s for yourself.

Create showcase

08/09

Luxury LVMH brand Fendi booked its first digital out-of-home campaign with Clear Channel’s Create team to launch its new fragrance, Fan di Fendi, during London Fashion Week. Booked and planned by KRMediaCom and Kinetic Worldwide, the London campaign included two sites in proximity to Somerset House - the landmark headquarters for London Fashion Week, plus one in the retail heart of London - Oxford Street.

Working with Clear Channel’s Create team, Vivid Manchester created a unique campaign including a Magnetic 6 Sheet Poster, to launch the yearlong celebrations for Preston Guild 2012. As the Guild only comes around once every 20 years, Vivid wanted to create something special that the citizens of Preston could interact with. The poster encouraged passers-by to take the magnetic words away with them and into their homes, so they’d have a constant reminder on their fridges.

The create team share their highlights from this quarter...

Coty ran a campaign on Clear Channel’s Cromwell Road site to promote fragrance Daisy Eau So Fresh by Marc Jacobs. The ad, booked and planned by OMD and specialist Posterscope, was created using astro-turf for the background, a 2D cut-out of the bottle with raised lid and 3D foam flowers and lettering.

Clear Channel installed eight interactive HD screens into 6 sheets throughout London and Brighton to promote Bulmers Cider. Passersby could interact with the touchscreens to create their own literary masterpiece with fridge letters to share with friends via Facebook. The campaign was created by Exposure, Grand Visual, produced by Hi-Resolution and bought by media agency Starcom and specialist Kinetic.

10/11

Emma Newman is appointed as new Marketing Director

Clear Channel appointed Emma Newman as its new Marketing Director in October. Reporting to Chief Operating Officer, Rob Atkinson, Emma now sits on the UK Board with responsibility for strategy, planning and implementation across marketing, research and internal and external communications.

Emma joined from AOL where she held the position of Senior Director, UK Marketing. Prior to joining AOL, Emma spent 10 years working at Microsoft Advertising in various senior marketing roles before being promoted to Head of Business Excellence, Microsoft Advertising, EMEA.

According to Rob Atkinson, Chief Operating Officer at Clear Channel: “I am delighted to recruit Emma to our leadership team, not only due to her impressive experience in devising effective multi-discipline marketing strategies, but also because of her depth of knowledge of the digital media industry, which we see as increasingly complementary to our ambitions out-of-home.

“I am proud that we have been able to source someone of Emma’s talent and I am looking forward to working closely with her and building for the future.”

Emma Newman, added: “I am thrilled to be joining Clear Channel at such an exciting time and look forward to working closely with Rob and the leadership team as they push forward with their ambitious plans.”

“I am thrilled to be joining Clear Channel at such an exciting time and look forward to working closely with Rob and the leadership team as they push forward with their ambitious plans.”

Cennydd Roberts becomes Head of Emerging Platforms & Ged Weston National Sales Controller

Cennydd Roberts has been promoted to the new role of Head of Emerging Platforms, reflecting Clear Channel UK’s commitment to work in partnership with new and existing customers as it expands its digital offering and investigates new multi-platform opportunities. Cennydd will be replaced as National Sales Controller by Ged Weston, formerly National Sales Director at JCDecaux.

Clear Channel is entering an exciting phase of growth and expansion in the area of emerging platforms. Its digital estate is growing rapidly with the launch of LD6, Socialite and the continuing expansion of screens in digital malls nationwide.

According to Steve Atkinson, Group Sales Director at Clear Channel UK: “I am delighted that after undertaking a wide-range of senior roles at Clear Channel Cennydd is able to draw on his extensive digital experience and passion for emerging platforms in this newly created role.

“I am also immensely proud that we have been able to replace Cennydd with someone of Ged’s talent and experience within the out-of-home industry. Both appointments are testament to the great culture we have

at Clear Channel and our ambitious plans for the future.”

Cennydd Roberts, Head of Emerging Platforms, said: “This is a fantastic opportunity to lead Clear Channel’s sales strategy and build on our partnerships with new and existing customers in an area that we are heavily investing in for the future.”

Ged Weston added: “When I met with Clear Channel it was clear they had a great vision for the future. The ambition and desire to move the industry forward meant the decision to join up with Steve Atkinson and the Sales team was an easy one. I am looking forward to returning to the media industry and playing my part in Clear Channel’s exciting future.”

advertising message as a means of nudging shoppers towards a purchase. Only 13% of shoppers stuck religiously to a pre-determined shopping list.

“This is pretty definitive evidence that you can still influence shoppers as they head for the stores. There is indeed a last window of influence,” says Mike Baker, CEO of the Outdoor Media Centre. “We are not talking about point of sale advertising here, but the whole customer journey to the store itself, which begins the moment shoppers leave their homes or offices. That’s when they step into the Outdoor space.”

14/15

The latest research from the Outdoor Media Centre called “The Last Window of Influence” found that of those seeing or hearing ads in the run-up to shopping, the vast majority (88%) see outdoor ads. 72% of shoppers can be swayed towards a product by recent outdoor advertising. Only 13% stick to a pre-determined shopping list.

Commissioned through Helen Harrison Associates, the research piece investigates advertising ‘Recency’ and specifically the 30 minute period immediately before shoppers begin shopping. This is the last window of influence for advertisers to place brand messages in front of consumers.

Shoppers answered questions about their mode of transport to the shopping venue, their shopping behaviours, and their likelihood to be influenced by advertising.

Using showcards, interviewers found out which media each shopper had been exposed to in the 30 minutes leading up to the start of their shopping experience. 40% of shoppers recalled seeing an outdoor advertisement while just 8% of shoppers had heard a radio ad, 4% had seen a TV or internet ad, 3% a newspaper ad and 2% a magazine ad. Of the 274 respondents who said they had seen or heard an ad in the half hour preceding shopping, 88% they had seen outdoor advertising.

Respondents were asked whether seeing an outdoor ad in the run-up to shopping would be likely to make them more interested in finding out about the brand or buying it. 72% said they could be influenced in that way, indicating the importance of a recent

Shoppers’ ad exposure in 30 min. preceding start of shopping (”last window of influence”)

Seen outdoor ad only (168)

Seen outdoor ad and ad in

anothermedium (73)

Seen or heard ad in other medium only (33)

Source: Helen Harrison Associates, July 2011, 604 intercept shopper interviews, 4 UK locations

“This is pretty definitive evidence that you can still influence shoppers as they head for the stores. There is indeed a last window of influence.” Mike Baker CEO of the Outdoor Media Centre

Why outdoor is the last window of influence

(*Posters with twitter)

HALFOFBITTER*Have a rabbit with Londoners like you’ve never had before. Introducing Clear Channel’s

new digital 6 Sheet roadside network. From 28 November 100 sites all round town will

make a brand part of London life. With twitter feeds, links to mobile media and the power

to change copy as often as you want. It’s a real Geoff Hurst (first). Call our sales team on

020 7478 2200 and come and have a butcher’s for yourself.

A new way to talk to London with

Content Laura Green-Wilkinson, Editor

D +44 (0)20 7478 2284 E [email protected]

Design Richard Porter, Graphic Designer

D +44 (0)20 7478 2268 E [email protected]

Photography Malcolm Menzies & Maciej Jablonski