viewpointA definitive insight into the Irish Out of Home industry Issue 10

May 2013

the agency perspective Martina Stenson of Omnicom Media Group outlines why ambient media is an important part of the media mix

focus on ambient path to purchase formats

the media owners viewA selection of ambient media owners explain why path to purchase ambient formats are succeeding

clever ambient campaignsWe’ve selected a number of campaigns that caught our attention from across the globe

www.kineticww.com

02

viewpoint - ambient edition

Welcome to our special edition Viewpoint focusing on ambient and in particular the Path to Purchase formats.

Ambient media has been described as non-traditional or alternative Outdoor advertising. It offers a means of targeting both mass and niche audiences at events or locations and also directly interacting with the consumer. The use of ambient media allows for improved targeting and greater accountability while delivering high levels of consumer engagement.

Ambient accounts for approximately 8% of overall OOH spend in the RoI market and approximately 5% in Northern Ireland. However, spend is not currently collated by the Outdoor Media Association. Over the past number of years, we’ve seen a decrease in the overall number of ambient formats available. However, ambient Path to Purchase formats have grown as advertisers seek new ways of engaging their consumers.

Our Destination Directory, the Kinetic ambient directory, outlines all the

within the retail environment, so most recently we have seen a growth in Path to Purchase ambient formats. Due to this growth, we’ve created this edition of Viewpoint focusing mainly on these Point of Sale formats, the

reasons for the growth and some of the key formats clients are using to help deliver return on investment. Martina Stenson of Omnimcom Media Group also outlines as an agency why ambient is an important part of the media mix. We’ve also put together a short selection of clever ambient campaigns from other markets.

Finally, in general news from the industry - JCDecaux has acquired the independent Irish outdoor media owner, Bravo Outdoor Advertising Ltd effective immediately. JCDecaux will handle responsibility for the CIE contract - Dublin Bus and Bus Eireann, DART advertising, Transvision screens and all other advertising displays in CIE stations and properties, including rail bridges. The CIE contract is up for renewal and is expected to be awarded to the successful bidder in November. We watch this space eagerly!

We hope you enjoy this issue and appreciate any feedback you may have.

Simon DurhamDirector, Kinetic Irelandsimon.durham@kineticww.com

various ambient formats available and the audiences they target. We categorise the formats into Mobile, Leisure and Point of Sale. Mobile ambient formats are an efficient way to deliver extra cover for your campaign. Through the use of Adbikes, Admobiles, Segways, Lightwalkers etc your brand reaches a mobile audience as they spend time Out of Home. Leisure formats such as Leisure Lites in Gyms, iSites or Focal Point in pubs and Fashion Sites in changing rooms allow for a tailored message to target consumers at relevant touchpoints. Point of Sale formats which include StorePoints, Floor Graphics, Trolley Banners and many more interact with the all important consumer right at the point of sale.

Traditional Outdoor in the form of Purchase Points from CBS Outdoor, Bravo Malls, the retail Citylight packs & Adbox from Clear Channel and Metropanels from JCDecaux do an excellent job in targeting shoppers. Using Path to Purchase ambient formats with these 6 sheets can help to amplify a client’s campaign. FMCG brands such as Vodafone, Coca-Cola and Cadburys tend to be the biggest supporter of ambient, with movies also investing heavily. A high proportion of the formats are located

A definitive insight into the Irish Out of

Home industry

www.kineticww.com

the agency view

Ambient media – the term used to describe media which doesn’t fall into the realm of mainstream outdoor - but which can add a layer of additional connectivity and context, which the aforementioned mainstream media cannot always deliver, has played an important role ensuring the delivery of our media communication objectives.

From our perspective the key to successfully using ambient media is to choose media formats which can deliver the message in the relevant context at the right time.

We have used ambient media to connect with the target audience at a key phase in the customer journey - the point of purchase.

Formats such as shopping trolley handles, forecourt media and in-store screens in convenience stores have been utilised to provide a presence in what is typically the final opportunity to communicate with the consumer before a purchase decision. Additionally we used more high ambient formats such as banners, flagpoles and adtowers to drive awareness of key sponsorship activities.

These formats have delivered additional coverage in otherwise difficult to reach locations, and have worked hard to build a connection with the relevant events and sponsorship activities. As these events don’t often fall neatly into the two week OOH posting calendar using ambient formats means we can talk to our target audience at relevant times without constraint.

One of the most successful campaigns we ran in 2012 was for Vodafone Comedy. In addition to mainstream OOH formats the use of impactful and highly targeted ambient formats meant that the campaign achieved significant standout. Enormous banners were hung at the entrance to Iveagh Gardens where the Comedy Festival was taking place, and in other high profile locations around Dublin. Coupled with flagpole banners bought around the venue, we created a sense that something enormous was going on in Dublin. This element of the campaign researched very well, with unprompted recall in Dublin coming in at 52% higher than the telecoms average.

While the lack of research, and therefore accountability, can mean that ambient media is not always given a priority on media plans, the fact that ambient can deliver a unique connection point, at key times, means that it will continue to play an important role in our media strategies going forward. Using ambient formats

means we can talk to our target audience at relevant times without constraint.

“

”

Martina Stenson, Omnicom Media Group

Flagpole

Adbike

Banner

04

the growth of PoS formats

When brand managers incorporate the concept of the “Path to Purchase” into their marketing plans they are planning to influence the consumer and the shopper along an ever-increasing multitude of touch points. As brands have become more aware and well-versed on the “Path to Purchase” it should come as no surprise that there has been a corresponding increase in demand for In-Store media.

Regardless of which media touch points are employed by brands outside of the store, the importance of In-Store media is based on the simple fact that

all shoppers end up in a store where many of the final purchasing decisions are being made. A well-designed ad, customised for the In-Store

started to work with the retailers in improving the look and functionality of the store while at the same time increasing visibility for their own products.

For example research undertaken by B&A shows that 76% of shoppers would like to see the retailers make the In-Store environment more fun and welcoming.

Tesco Ireland together with some of their major suppliers used the Euro Championships and Olympics to bring some of this fun back into the store. For the Olympics large aisle arches together with 70 foot floor graphics replicating running tracks, long jumps and swimming pools were installed by Visualise in the larger stores. Research showed that the shoppers reacted very positively to the campaign.

Bespoke builds like these will become more popular, functional and sophisticated over the coming years and will tie in with In-Store advertising formats in a way that makes the whole experience more enjoyable and easier for the shopper.

environment and using triggers that influence shoppers while they are in shopper mode will have an impact on the shopper’s choice.

Using sales data from Test and Control stores, Visualise, together with our retail partners, has been able to show the effectiveness of trolley, floor graphic and entry point campaigns. As a result these In-Store formats are now well established and are vital to the media plans of the top FMCG brands. Due to the central role that In-Store media plays in the path to purchase and the increasing demand for more brand visibility within stores, the race is now on to find other forms of effective In-Store advertising.

Digital will undoubtedly have a major role to play but there is still no clearly defined digital solution that has been adapted for large retail stores in the Irish or European markets.

So how can brands increase visibility? By developing insights that clarify and combine both shopper and retailer needs, smart FMCG companies have

Caemin O’Connor, Visualise

01 281 4847

targeting the shopper- with standard & digital ambient

A definitive insight into the Irish Out of

Home industry

www.kineticww.com

What an interesting and challenging time to return to a business and a medium I love, Out of Home Advertising!! My name is Eileen Whelan, Managing Director, Adtower Ltd, the company which has developed a new range of Path to Purchase advertising products especially designed to satisfy the increased demand by brands to achieve impact and coverage at the crucial Point of Purchase.

I have extensive expertise in OOH. I was part of the team in Avenue Media, the company which supplied 6 sheet newspaper utility Adbox to retail outlets throughout Ireland. The Adbox business was sold in 2008 and this allowed me some time and space to consider a new project in the area with which I’m most familiar. Bringing together my experiences of the advertising industry and my knowledge of the retail sector as well as observing and tracking the changes in the OOH landscape and the increasing focus and emphasis on the Path to Purchase, I decided to launch a new format which I believe will be of benefit to advertisers and also helpful to retailers in attracting customers into their stores!

Working with Irish Prestige Signs, my manufacturing partner, I designed and patented a unique, tall, slim, illuminated, bespoke unit with a digital messenger especially suitable for Forecourts, Multiples, Symbol Group shops, Off –Licences and Pharmacies. The concept was immediately grasped by the advertising industry as extremely innovative as it offered brands the opportunity to achieve maximum engagement with the consumer. Retailers were also delighted with the opportunity to attract customers through the promotion of Forecourt and Retail services and In-Store offers.

Adtower has been included in the media mix for brands such as; Coca-Cola, Crispello, Crème Eggs, Joyville, Galaxy, Sunday Business Post, Vodafone, Wrigley’s Yorkie and Caramel. Many of these brands have become multiple users. I perceived a growing interest in digital media and realised the opportunity to transform the Adtower unit with a striking new design offering brands real impact and message flexibility within the retail environment.

The new Adtower Digital design has a 47 inch screen directly centred within the unit offering full colour, motion and movement with superb visual clarity. I have presented the concept to the OOH specialists and to the Advertising industry which has fully embraced the Digital concept and have been very supportive. Adtower Digital will be rolled out in Ireland over the coming months.

Adtower and Adtower Digital will, I feel, make a positive difference to the communication strategy on the Path to Purchase cycle. I am delighted to be back in the OOH industry and am grateful for the encouragement and support which I have received.

Eileen Whelan, Adtower Ltd01 239 3281

06the instore / shopping centre experienceNow, more than ever, one of the key challenges advertisers face is how to influence the path to purchase. How do advertisers connect with their target audiences, cut through the clutter and encourage consumers to buy their product? Lighthouse Media, Citybox and Magmal (Scrollers at SuperValu stores) give us an overview of how their products can influence the shopper.

Unprompted increases of up to 300% in sales of the product advertised.

“

”

Rebeka Kahn, Lighthouse Media Ltd

086 609 3808

Lighthouse Media now offer ‘the perfect link’ between outdoor & indoor advertising at key point of purchase locations Following TV & Outdoor, this is the

final point of display which ‘closes the deal’ for your customers. It is also powerful enough to act as a stand alone campaign.

The Lighthouse Media format is the newest & largest possible available space in stores. Measuring up to almost 2sq metres of framed space plus up to approx 8 meters with overhead panels, this is essentially your ‘indoor billboard’! This space can cut through all in store clutter.

There has never before been a space opportunity available so large within stores & at such prominent location. Unlike other display options, the Lighthouse Media format cannot be moved, interrupted, covered or stacked behind any competitor’s displays. Lighthouse provides consistency of positioning across all stores, displaying

one clear message only. Today’s in-store decision rate has reached an all time high of 76% POPAI. (Point Of Purchase Advertising International May 10, 2012).

With so many different brands ‘fighting’ for PoP advertising space, individual brand messages can get lost in the clutter. Many stores do not have the space or guaranteed prime locations for so many different advertising formats, for example, dump bins, posters etc. A recent survey conducted by Lighthouse Media recorded an average of between 6 & 8 different dump bin type displays in each store at any one time. These were all competing FMCG products.

The average waiting time ‘at the counter’ is between 2 & 3 minutes. The Lighthouse Media ads can be seen on entry to each store, from other sections of the store and of course on approach and at the till counters. Unlike some other formats, every single customer ‘will’ see your ad on the Lighthouse Media Format.

Recent EPOS data survey results have shown unprompted increases of up to 300% in sales of the product advertisedon the Lighthouse Media format. An uplift in these sales has also held during the preceding cycles, again confirming the effectiveness of this ad space.

A broad range of large advertisers continue to book heavyweight campaigns repeatedly on this unique and exceptional new space. Lighthouse also offer the complete package with full print management at no charge and a full professional design service at reduced rates including free mock up visuals.

A definitive insight into the Irish Out of

Home industry

www.kineticww.com

We all know the consumer is now more savvy and informed than ever before, and that there are numerous ways to target them.

With the influx of new media channels, there can be a tendency to overcomplicate the media plan, trying to connect with the consumer via an exorbitant number of mediums. This can result in a dilution

of your campaign, allowing other, cleaner campaigns to cut-through and win consumer attention. It’s vital to understand the consumer’s mindset especially when targeting the retail environment.

Shopping centres are destinations for every demographic. Modern society’s habits very rarely allow the opportunity to reach such a diverse and receptive audience, in the one location, for an extended period of time. With the average time of centre visit being 1.2 hours, it gives the consumer plenty of time to digest any targeted advertising. Consequently it is vital to have a dominant presence within the centre.

When shopping the consumer has chosen to be there, is open to advertising and is actively looking for product value and product information. However recent in-store research (Platt Retail Institute) suggests, that excessive clutter, once in store, actually serves to

decrease brand awareness and in fact, generates confusion and distrust in the consumer.

If you want to influence a consumer the optimum distance to interact with your target audience is within 50 metres of purchase. The strength of Citybox is within that critical 50 metres, where it provides the highest frequency of any medium in any shopping centre. It’s this repetition and the ability to cover all pathways to targeted stores that allows Citybox to deliver stronger campaigns and centre dominance that no other medium can offer.

The now well documented research that three quarters of purchase decisions are made at the point of purchase (POPAI) combined with the ever increasing trend towards daily shopping visits, highlights

the fact that a quality advertising impact at the correct store location will deliver results every time. Within retail all customers regardless of mode of transport and primary destination within the store, must cross the threshold of the store entrance – it is the single point to which all customers must merge, and is therefore the prime location to deliver that final large scale advertising message to the customer as they determine their purchase decisions.

The SuperValu Digital Basket Stacker converts a customer service at the shopping entrance into a high impact advertising tool. The units are a shared medium, delivering both brand and retail impact to all

customers entering the store and are currently available at 75 SuperValu stores nationwide. These units are wireless and downloadable on demand, displaying 6-sheet format images with a minimum of 120 impacts per brand per hour.

The level of brand participation on the SuperValu network has gone from strength to strength over the past number of years. The network is utilised by all major brand owners both to compliment in-store promotions and as part of bigger media campaigns.

James Quinn, Magmal Ltd.

086 248 4937

Paul Murphy, Citybox

01 506 5630

08

kinetic 31 Ballsbridge Terrace 3rd Floor, The PotthouseDublin 4 1 Hill Street, Belfast BT1 2LBt +353 (0)1 668 1822 t +44 (0)2890 725 777 www.kineticww.com

ambient from abroad

To promote Riviera, Beirut’s hottest new Beach Resort, vinyl stickers of faces were placed on walls surrounding the mirrored area to give the illusion of a pair of sunglasses.

Combining mobile, digital and ambient media, shoppers could do a grocery shop at the airport and have it delivered when they arrive home.

Large scale items available at John Lewis were placed around Cardiff to promote the new store opening.

3D Installation Interactive Washroom Panel

“Whatever your shape Valin Custom Tailoring can cater for you”. Passersby can stretch or pull the poster which alters the shape of the character in the creative.

3D Floor Graphic

3D Floor Graphic for Pure Canadian Maple Syrup creates stand-out in the shopping aisles.

Tesco Virtual Store Interactive Floor Ad

Consumers interact with the floor ad for Adelaide Airport by placing their feet in either in flippers, skis or on a roller coaster, promoting a holiday competition.

Washroom Advertising