Advertising Our Future

How digital advertising organisations both push the boundaries of experience and use technology for social good.

When Blade Runner came out in 1982 it electrified global audiences by imagining life in the not too distant future. The film quickly became a neo noir classic, and turned out to be remarkably prescient about the world of advertising. With pre-internet visions of digital content and moving-image billboards, Director Ridley Scott took the era’s advertisers’ most progressive ideas and gave the world a preview.

For Andrew Phipps Newman, CEO of DOOH.com – which stands for digital out of home – it inspired his life’s work. “Blade Runner was the film that made me want to work in digital advertising. I knew that what I was watching wasn’t sci-fi, it was the future.”

Read the full article in The Independent.

DOOH.com Rides The Rapids

DOOH.com had the pleasure of visiting the Lee Valley White Water Adventure Centre this week for some team activities on the rapids. After getting suited up and taken through the safety training we took to the Olympic White Water Rapids with our instructor Jorge.

Spending the afternoon riding the rapids was a unique and exciting experience for the whole DOOH team. We all came away with smile on our faces and certainly felt it the next day. It was all worth it though.

Vodafone serves sports news in largest dynamic DOOH campaign

Vodafone today launches a two week activation, with the campaign message ‘from here’, which sees the largest fully dynamic DOOH campaign the country has ever seen. Running in excess of 1,000 screens across seven media owners publishing sport headlines in real-time to the nation.

The task of delivering the latest sports headlines, provided by Perform Group’s Omnisport service, was one that production house DOOH.com relished. In this media first, headlines are pulled in automatically from Omnisport in real-time and served up to all screens nationwide in minutes, meaning nobody is far from the latest sporting news.

The DOOH activity was conceived by MEC, and the execution was a collaborative effort between client agencies Kinetic Active, Ogilvy, and Perform, and produced by DOOH.com.

Andrew Phipps Newman, CEO and Founder, DOOH.com, said:
“The Vodafone campaign brief of ‘accessibility, from here, wherever you are, with the UK’s widest reaching network’ perfectly exemplifies and reflects our execution. The UK’s largest dynamic campaign, reaching more people than ever before with an accessible off the shelf solution. Further proving our industry has evolved to a ‘dynamic by default’ service”.

Thunderbirds Are Go! (Again)

After a highly successful UK tour of the Halifax Thunderbirds-themed game the game has taken to the road again. This time around the game is appearing in Westfield London, Intu Victoria Centre, Nottingham and Trinity, Leeds.

The game is controlled by your mobile phone using hyper-local wifi. Members of the public can connect to the game through their phone which is used as the controller.

The game was developed with Kinetic UK and Greenhouse Group for Halifax. The hyper-local technology supporting the game is provided by Meshh.

Check our our original blog post from the first tour in April.

Nissan Celebrates The Women’s Cricket World Cup Final

Working with Curb Media, DOOH.com once again helped celebrate Cricket with Nissan. This time around the DOOH team attended the Women’s World Cup Final with the Flexlyte 3d Model of the Nissan X-Trail at Lords.

As with the ICC the car reacted to the game play and celebrated all the moments including the win by the Women’s England Team against India.

Check out our original post on the deployment of the model at The Oval for the ICC.

Weather reactive DOOH for BMW Mini goes topless

BMW Mini, in its first Digital Out Of Home (DOOH) activation, launches this May with weather reactive triggers to promote the Mini Cooper Black and Convertible Editions. The campaign runs on multiple media owner networks nationwide from 22nd May for two weeks.

Utilising DOOH.com’s Context system, weather reactive copy promoting different editions of the Mini Cooper are displayed on individual DOOH screens depending on the likelihood of the customer to have the roof of their car down. Warm, dry weather publishes the Mini Cooper Convertible Edition with other conditions showing the Black Edition creative.

The DOOH activity was conceived by MEC, and the execution was a collaborative effort between client agencies Kinetic Active, Brooklyn Brothers, and Smoke and Mirrors, and produced by DOOH.com.

Andrew Phipps-Newman, CEO and Founder, DOOH.com, said:
“The beauty of the BMW Mini execution is in its simplicity. Using Context’s own in-built weather triggers, linear creative is delivered to screen without the need for complicated dynamic deployments, enabling the client to enact a contextual DOOH activation in days rather than weeks and at a price point reflecting this. Context is very much the enabler of rapid and cost-effective DOOH deployments.”

Enjoy Rekorderlig whatever the weather with Dynamic DOOH

This May, Rekorderlig, Molson Coors’ premium cider brand, launches a nationwide dynamic digital out of home (DOOH) campaign. The campaign, which runs on multiple media owner networks in seven regions from 22nd May for two weeks, features weather reactive and regionalised copy to stimulate both on-trade and off-trade sales.

The campaign creative utilises DOOH.com’s Context system to deliver the regionalised weather reactive copy, that also combines day-of-week to cater for on and off-trade purchasing habits, for full motion screens and simpler time-based callouts for static DOOH sites. Introduced by Rekorderlig’s own weatherman, the creative advises the viewer of the upcoming weather conditions and draws from a creative matrix of over 130 messages all delivered dynamically and contextually.

The DOOH activity was conceived by Saatchi & Saatchi, and the execution was a collaborative effort between client agencies Zenith Optimedia and Kinetic Active, and produced by DOOH.com.

Andrew Phipps-Newman, CEO and Founder, DOOH.com, said:
“Molson Coors have really hit the ground running for their first DOOH campaign for Rekorderlig by combining different types of data feeds to deliver unique messaging from a vast creative matrix, painlessly. The Context system combines technology and best practice production techniques, together they simplify the delivery process guiding the client seamless through delivery to sign-off, allowing what would have been considered Dynamic files to be supplied to a Linear workflow”

The ‘face of advertising’ revealed as a young white man

Our latest campaign with MEC UK where people attending Advertising Week Europe were asked to #BraveYourBias.

Article via Campaign

The average face of attendees at Advertising Week Europe this year is that of a young, white man, it has been revealed.

MEC UK created the average face by merging photos of delegates that attended Advertising Week Europe on the first day.

It is a visual representation of the lack of diversity in the industry.

As part of a diversity drive at the event, MEC UK also asked delegates to take Harvard University’s Implicit Associate Tests, which highlighted unconscious bias in the industry.

Here, Jason Dormieux, the chief executive of MEC UK, discusses the finding:

“Predictably, the Face of Advertising is a white twentysomething male. This clearly demonstrates the scale of the task ahead if the industry is to hit Campaign and the IPA’s 2020 targets of 15% of people in leadership positions from a non-white background and 25% per cent of new joiners from BAME backgrounds.

“And it’s not just gender and ethnicity that’s an issue, our recent research on ageism in media revealed we are losing people over the age of fifty at a time when the population is living to a much greater age.”

Of the Harvard tests, Dormieux said: “As more of us take the tests and become aware of our biases we can start to recognise where we as individuals can make changes. For example, when we are recruiting, questioning why we think a candidate is good. Is it because of their ability, or because they think like us?

“Even though as an industry we are behind many others when it comes to diversity, equally we know that bringing together more diverse teams results in better work, even if it makes life harder initially, because people from different backgrounds tend not to automatically agree with one another.

“While we can put processes and structure in place to help steer people in the right direction to be more inclusive, ultimately you can’t eradicate in built prejudices because it’s part of who we are. The key is to make people conscious of their biases and take responsibility for keeping a check on them.”

Brands use tech to help endangered animals in ‘March for giants’ campaign

The “March for giants” campaign, which is the first to use digital out-of-home in this way, was an International Winner in the 2016 creative digital competition run by Campaign and Ocean Outdoor.

Corporate donors will be invited to create an elephant decorated with their logo and brand colours for £5,000, the cost of protecting an elephant for life
Individuals and companies will be able to generate their own branded adult and baby elephants to swell the herd which will march in real time across Ocean’s high-impact digital outdoor sites in the UK and across some of their Alliance partners screens in Hong Kong and New York. The campaign supports the work of the conservation organisation Space for Giants.

Corporate donors will be invited to create an elephant decorated with their logo and brand colours for £5,000, the cost of protecting an elephant for life in the wild in Africa. Individuals will have the chance to name a baby elephant for £5 or sign up to an annual subscription of £5-a-month, which will protect an elephant for one year.

The virtual herd will be created and grow online during March before being released across five giant digital out-of-home screens operated by Ocean. These include Tsim Tsa Tsui in Hong Kong, Times Square in New York, Westfield Stratford City in London, The Media Eyes at Grand Central in Birmingham and the Manchester Printworks.

The march will begin in Hong Kong on March 23 before moving to New York and on to London on March 24. It will continue to Birmingham on the following day and end in Manchester on March 26.

Corporate donors already signed up to the “March for giants” include National Express, Givergy, Made by Riley, The Delta Group, Westfield, Chantecaille, BCD Travel and First Avenue.The march will be supported in social and broadcast media by a network of celebrities, social influencers and international news networks across the world.

William Thacker, creative director at 18 Feet & Rising, approached Space for Giants after the 2016 Great Elephant Census reported that a third of all African elephants have been wiped out in the last seven years.

The creative digital competition run by Campaign and Ocean rewards creative concepts that are later brought to life on Ocean’s digital screens. “With the competition open, we saw an opportunity and real possibility of securing some global media on a scale significant enough to make a difference to an extremely serious and unreported issue,” said Thacker. Digital agency Popped also worked on the campaign and DOOH.com worked on digital integration.

“To see this march of virtual elephants unfold across the world is a massive ideas made possible by an incredible team,” said Tim Bleakley, chief executive of Ocean Outdoor. “The creative concept and cause are worthy winners of our creative competition.”

Source: Campaign

“This is a worldwide media first for our industry, supporting an amazing charity and delivered across multiple channels simultaneously. This is why I approached ‘18 Feet & Rising’ at the Ocean award ceremony offering our complete and free support” Andrew Phipps-Newman – CEO DOOH.com

Other Articles:
Independent
Evening Standard
Creative Pool
Daily DOOH
Screen Media Daily
Mundo Marketing
Communidad EME
Net Imperative
Daily DOOH

DOOH Lights Up Eindhoven & Madrid

This week DOOH went international again and provided a dynamic campaign for Lays around the UEFA Champions League. Using their special promotional packs we got football fans to #CheerForYourFavourite.

We projected fans instantly onto The Blob in Eindhoven and the screen in Callao Square in Madrid. Using our Hero system we then shared their Hero moment with them via social media.

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