66 Marketing Trends found for Media / Out-of-home

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Global 'Out of Home' Adspend to Hit $40.8bn by 2016

Bottom Line: Consultancy PwC predicts the global out-of-home advertising market will grow at a compound annual growth rate [CAGR] of 5.0% over the next four years to reach $40.8 billion.

Despite the projected increase, the out-of-home ad sector [billboards, bus shelters, kiosks, transport displays, sports arena displays and captive ad networks such as elevators] is predicted to lag slightly behind overall global advertising growth through 2016, reducing the sector's share of global ad revenues [6.6% in 2011] to 6.2% in 2016. According to PwC the main growth driver is ...

[Estimated timeframe: Q3 2012 - 2016]

... digital technology powering electronic billboards and other displays.

Another key factor favouring out-of-home is the increased fragmentation of other media making OOH appealing to advertisers wanting to reach mass audiences.

At the same time, the expansion of captive video networks will aid advertisers seeking to target specific audiences not accessible via other media formats.

Out-of-home also goes hand in hand with increased mobile ad spending as advertisers seek media that reach people when they are shopping. 

IndonesiaRussia, and India will be the fastest-growing countries for out-of-home spending through 2016, with CAGRs of 11.2%, 11.0%, and 10.9% respectively. Latin America will be the fastest-growing region during the next five years [CAGR 7.6%].

In 2011 Japan and China together generated 36% of total global spending. The US is the largest market with 20% of global revenues.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: PwC.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5864

Hologram 'Avatars' to Greet New York Airport Arrivals

Bottom Line: Arrivals at New York Port Authority's three airports will soon be greeted and informed by lifesize holographic female avatars. If successful, expect the dioramatic experiment to spread like wildfire across the marketing and advertising universe.

From July 2012 arrivals at New York's three main airports - John F Kennedy, Newark Liberty and LaGuardia - will encounter 'Ava', a computer-generated customer service representative able to respond verbally to questions on everything from the location of the nearest restroom to directions for a connecting flight. Better yet, the humanoid hologram is infinitely more cost-effective than her real-life equivalents given that ... 

[Estimated timeframe: Q3 2012 onward]

... Ava, as the digital Delilah is named, has no need of lunch or bathroom breaks, eschews overtime pay and never needs a vacation!  

The body responsible for the three airports - the New York Port Authority [NYPA] has been running a customer care program for over twenty years, but now plans to increase the number of red-jacketed Customer Care Representatives by twenty percent during peak hours.

To expand on its current program, the NYPA has created an innovative pilot plan featuring virtual customer care representatives - the first time such  technology has been used at a US domestic airport.

Currently, 350 human customer care agents provide information to help travellers navigate the airport and public transportation options. Easily identifiable by their red jackets, they staff the airport’s welcome centers and other high-volume terminal areas like checkpoint entry and exit points. Between them they speak a total of 27 different languages, with English and Spanish most prevalent.

The computerized, hologram avatars will provide automated, basic information to travelers in LaGuardia’s Central Terminal Building, Newark Liberty’s Terminal B and JFK’s Terminal 5 when they are installed in early July. The pilot will run for a six months trial period at a cost of around $180,000.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: NYPost.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5844

Oops Ma'am, Your Biometrics Are Showing!

Bottom Line: Biometric-aware advertising, set to soar as sensor-based devices like Microsoft's Kinect become mainstream, now has the ability to recognize and associate users of these devices with their personal data.

A woman walks into a store, and a computer recognizes her, welcomes her by name, compliments her on the weight she’s lost, and points out that the store has lots of good deals in her new size — which happens to be two sizes larger than she had been telling her friends, who are accompanying her on this particular shopping trip! It's a cautionary tale ... 

[Estimated timeframe: Q2 2012 onward]

... told by Microsoft's marketing and data policy privacy manager Lyn Watts in his address to this week's PII 2012 [Privacy Identity Innovation Conference] in Seattle.

Warned Watts: "While the innovation on Kinect apps is incredible, when it comes to privacy there are things that you can do that aren't necessarily the right thing to do."

His topic was biometric-aware advertising, which will become more common as sensor-based devices gain the ability to recognize the people using them.

He not only talked about the promise of the technology, but also its potential privacy pitfalls.

Watts examples centered around Microsoft’s Kinect sensor, which is expanding its potential applications into more commercial settings as it moves beyond the Xbox 360 game console to Windows PCs.

So how should companies making biometric-enabled Kinect apps approach the issue? Advises Watts:

"From a privacy professional’s point of view, there’s a big mountain to climb here. Biometric data, as we know from our customers, is something that is seen as really exciting. And also there’s a little bit of trepidation.

"I think Xbox did a really good job of rolling out Kinect and being very up front about the privacy implications and giving customers control over those implications.

"Those are the sorts of things that the privacy managers for these companies are going to have to think about, too. Boy, be up front about disclosure, about exactly what the data is going to be used for.

"Get clear, clear consent. In a lot of cases, I think it’s going to be opt-in, check-the-checkbox type of consent. There’s things that you can do that aren’t necessarily the right things, and I think that’s going to be foremost on the minds of a lot of the privacy managers that are going to work in this space."

The 3rd annual Privacy Identity Innovation conference at Seattle's Bell Harbor International Conference Center [May 14-16] explored how to protect sensitive information while enabling new technologies and business models.

Read the original unabridged article here.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: GeekWire.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5838

Brave New [Ad] World Based on Mobile Background Noise

Bottom Line: Google has patented a system that monitors smartphone calls for background noise at sports arenas, concert venues and similar public places, enabling it to pinpoint the location/event type and target ads accordingly.

The background noises you hear right now, reader, are George Orwell and Aldous Huxley spinning in their graves as they mutter "told you so"! The system works thus: You’re attending [say] a baseball game and call Google’s 411 service for information about a nearby restaurant. The cheers of the crowd and the sounds of the announcer are picked up by your phone while Google’s system analyzes the background noise, takes into account your location and ...

[Estimated timeframe: Q2 2012 onward]

determines that you’re at a ballgame and delivers related ads or links to your phone with sports scores and news.

Or maybe you’re making the call from a concert hall, and the sound in the background is the instruments tuning up during intermission. Google figures out that you’re at a concert, and serves up musical news or ads about albums related to the performance. This is an operational diagramatic of the new patent: 

Disturbingly Big Brother-ish?? Google's patent acknowledges “it is important to respect the privacy of the users,” and explains that users will have the option of “enabling or disabling some or all of the sensors for the purpose of gathering information to support advertisements,” as governed by a privacy policy.

Google applied for the patent in January 2008 and received it March 20th. Coincidentally its approval comes at a time of heightened scrutiny over Google’s privacy practices. And the concept makes the automated ads in Gmail sound positively low-tech.

The patent doesn’t only monitor background noise, but also records input a from variety of sensors.

For example, when the temperature sensed by a device dips below a certain threshhold, the system could serve up ads for winter coats, according to the patent.

The idea is to use a variety of conditions sensed by the phone to help serve up ads, not just on the phone itself but also on nearby digital billboards or similar advertising venues.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: GeekWire.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5801

Responsive Audio Posters Set to Revolutionise Billboards

Bottom Line: A consortium of British scientists, musicians and researchers has developed interactive paper posters that play music via printed circuits made with conductive ink, enabling new creative opportunities for out-of-home marketers.

Not only do the the prototype Listening Post flyers deliver music clips and audio messages, they also function as a guide to bands performing locally, offering an interactive interface when a thumbnail image is pressed. The posters also provide a ticket-booking facility. According to Peter Thomas, head of Liverpool-based Uniform Lab that helped co-ordinate the programmable poster's creation, it is expressly designed to ...

[Estimated timeframe: Q2 2012 onward]

... explore novel methods of interaction. Thomas hails it as a way to counteract the modern problem of "infobesity".

He explains: "People are saturated with information all the time, especially when it comes to music, this is a way to cut through all of that. We're trying to recapture some of the tactile experience you got with vinyl records. 

"There's a really different reaction from users to physical media as opposed to digital media, especially when it comes to music."

Thomas added that interactive paper and packaging signified the return of media to the physical - as opposed to digital - world and was no longer solely accessible online.

Development of large-scale production techniques for printing circuits on packages, posters and other paper media is accelerating, Thomas say. Work is also under way to shrink circuit boards so they too can be incorporated in the printing process.

Thomas believes that the low cost of paper and the fact that conductive inks can be applied via ordinary printing presses will quickly drive adoption.

"It will be a couple of years before we see smart paper as a really meaningful proposition but it's definitely going to happen," he said. "Music is a focus for us but it's just the tip of the iceberg."

Future versions could incorporate web connections so that packages, posters and magazines can be remotely updated. As an example, Thomas cites a real world 'Like' sticker that can be affixed to any object, logging every occasion on which the sticker is pressed. 

The Listening Post technology was recently demonstrated at the South By Southwest Show in Austin, Texas.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: BBC.co.uk
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5793

'Broad-Based Optimism' Among Largest US Advertisers Bodes Well for 2012

Bottom Line: "When America sneezes the world catches a cold", so the old saying goes. Presumably the converse is equally true - in which case new research suggests that 2012 will be an upbeat year worldwide for all but print media.

In the latest update of Advertiser Perceptions' flagship Advertiser Intelligence Reports [AIR], the research-based advertiser-insight and guidance provider perceives continued optimism for 2012, both among marketers and agencies. Indeed the semi-annual index reflects its second-highest reading since 2007, with a majority of survey respondents planning to ... 

[Estimated timeframe: Q2 2012 - Q4 2012]

... increase their spending. The Fall 2011 AIR survey represents the 5th consecutive “optimistic” finding since the latest recession affected the advertising marketplace in 2007-2008.

Advertiser optimism, however, varies by medium. But all media have enjoyed varying degrees of improvement, with respondents showing the greatest optimism for advertising via mobile, digital, and cable-television media. They also showed moderate optimism for broadcast, and expect improvements for magazines and national newspapers. Even so, sentiment for print-media platforms remains largely pessimistic. 


A majority of advertisers in every major advertising category anticipate increasing their ad spending in 2012. Based on this data, Advertiser Perceptions anticipates that the most optimistic advertisers will be in beauty, alcoholic beverages, financial products/services, consumer electronics, and automotive categories.

Nearly all major advertisers have expanded their budgets for digital ad channels. As a result, the optimism trends in those chanels are especially strong. Search advertising is rebounding after a slight dip in the Spring of 2011, while optimism for digital video media is exceptionally strong.

Comments Advertiser Perceptions' founder/ceo Ken Pearl: “In 2012, the nation faces an uncertain economic environment, an unclear political climate, and unsteady consumer confidence.

“Nonetheless, in our large and comprehensive survey of more than 1,200 media decision-makers, AIR Wave 16 found broad-based optimism over the coming twelve months. This optimism among advertisers has been consistent in AIR since the Fall of 2009.”

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdvertiserPerceptions.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5787

Potent New Marketing Technology - The Sweet Smell of Success?

Bottom Line: Smell, according to psychologists, "is the most powerful and emotional of all the senses" ... a fact discovered and exploited since 1921 by the legendary Paris fashion designer and parfumier Coco Chanel. Ninety-one years later, brand marketers are also beginning to exploit the potency of smell.

Smell - the last  of humanity's six senses [relatively] unexploited by the ad trade - is finally gaining traction with brand marketers. Now, thanks to the development of electronic scent diffusers, as reported in MarketingTomorrow last month, the "me-too" pack is enthusiastically leaping aboard the olefactory bandwagon, according to today's Advertising Age. Environmental psychologist Eric Spangenberg of Washington State University calls it "a huge trend" ...

[Estimated timeframe: Q2 2012 onward]

... "[in which] the technology has advanced to the level where anyone can do it.” 

It seems Mr Spangenberg is not exaggerating. For example:

  • Singapore Airlines uses a scent called Stefan Floridian Waters to perfume the cabins of its airplanes.
  • Samsung has reportedly pumped the summery scent of honeydew melons into its New York flagship store.
  • British Airways diffuses the fragrance of meadow grass in business-class lounges.
  • The Mandarin Oriental Hotel in New York greets guests as they step in from the street with the aroma of Sequoia, a scent designed by Lorenzo Dante Ferro. 
  • Victoria’s Secret and Juicy Couture customers just walk into the stores and sniff the air, no longer having to hunt-down a sample bottle of the stores’ branded perfumes to experience their aroma.

Says Andrew Kindfuller, ceo of ScentAir, the largest manufacturer of scent diffusers in the US: “Brands realize now that this is a part of doing business. We’re implementing these systems in many different environments—not just hotels and retail—but funeral homes, retirement villages, and medical and dental and law offices.”

Reports AdAge: "According to Zev Auerbach, executive creative director for Miami-based Zimmerman Advertising, an ambient scent works best when it evokes imagery that’s tied to the merchandise.

“If you see a bathing suit in a store, and you smell the scent of ocean, you’re more likely to want to buy the suit and go on vacation,” he says. “It’s the combination of the see and the smell.”

Auerbach points out that such a connection isn’t just anecdotal. “This is pure science,” he says.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: AdWeek.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5785

BRIC Nations to Lead World Adspend Growth in 2012

Bottom Line: According to marketing intelligence provider Warc, the so-called BRIC nations [Brazil, Russia, India and China] will lead world advertising growth this year, leaving Europe and (to a lesser extent) the USA trailing in terms of increased expenditure

Leading the race for adspend growth will be Russia which, Warc predicts, will leap by a substantial 16.5%, with India hard on its heels at 14.0%. China is set to grow 11.5%, while spend in Brazil is forecast to grow by 8.5%. Mainland Europe, on the other hand, is destined to languish with economic powerhouse Germany recording just 1% growth in adspend; France (0.8%) and Italy (-0.2%). In the UK, however, the picture is ... 

[Estimated timeframe: Q1 2012 onward]

... rosier, with predicted growth of 4.2%, courtesy of the dual uplift of the London Summer Olympics and the 2012 UEFA European Football Championships.

As for the USA, which is forecast to see a 4.1% increase in ad spend, its TV broadcasters will benefit bigtime from the November presidential and congressional elections.

Indeed, across all twelve nations covered by the survey, TV is predicted to increase its share of main media advertising, growing by 5.3% versus the all-media total of 4.5%.

As to online advertising, however, the pace of expansion is expected to slow to 12.6% this year, down from an estimated 16.6% in 2011. Despite which the internet is expected to account for 20% of all media spend come the end of 2012.

Comments Warc data editor Suzy Young: "With continuing debt worries affecting mature markets and knocking business and consumer sentiment, it is no surprise that 2012 adspend growth will come from emerging markets.

"Without the support from the presidential election and major sports tournaments, the outlook would have been even worse. But there are some bright spots in the data, with TV's performance looking particularly encouraging."

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Guardian.co.uk
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5765

New Smartphone Technology Tracks Shoppers' Route Through Malls

Bottom Line: New technology installed in European shopping malls can triangulate the location of a smartphone-owning shopper to within a couple of metres – revealing which shops that person has visited - and even which department.

When folk surf or shop online, the pages they visit are recorded and tracked, enabling the likes of Google and Facebook to sell ads to third party advertisers that accurately target surfers' interests. In the bricks and mortar world of shopping malls, however, such targeted accuracy has been a marketer's pipedream. That dream is now a reality, thanks to Footpath, new technology from Path Intelligence, a UK company which now operates in more than ten malls in Britain and in seven countries, mainly in Europe. Its success, however, ...

[Estimated timeframe: Q1 2012 onward]

... has has recently raised privacy concerns over the past few months, provoking campaign groups, online discussion boards - even a US Senator Charles Schumer [Democrat, New York state]  - to criticise the way Footpath has been deployed. 

Footpath provides this controversial information information by tracking people's mobile phones as they shop. The system uses a unique signal emitted by each phone – rather like a computer's IP address.

"It's called a temporary mobile subscriber identifier," explains Path Intelligence ceo Sharon Biggar.

"It's just a random number that cellphone networks assign to your phone. And then we're simply passively observing that number as it moves around a particular space."

Using around ten receivers spread across the floor of the average shopping mall, Footpath can triangulate a person's location to within a couple of metres – revealing which shops somone has visited, and even which department.

Says Biggarr: "Typically a retailer would have 20 to 30 percent of its shoppers buying something, so 70 to 80 percent of shoppers in store don't actually purchase. And that's the opportunity, that's what offline retailers are trying to identify, where those people went, what they looked at but what they didn't buy."

The major UK developer Land Securities - which has installed Footpath in some of its malls – says the data helps identify which shops are performing well and which aren't, and helps improve the layout by identifying crowd bottlenecks.

Many privacy advocates, however, are less enthusiastic. "If consumers can't be confident that the regulation protects their anonymous phone location being tracked, then how can they be confident that something far more intrusive won't come along?" asks Nick Pickles of London-based campaign group, Big Brother Watch.

"And before we know it, technology moves much, much faster than the law - and consumers are the ones who suffer, and everyone is asking 'why wasn't the protection in place first'?"

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: DW-World.de
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5750

Multi-Sensory Billboards Waft Across London, Claiming Enhanced Effectiveness

Bottom Line: London-based CURB Media has launched what it describes as the UK’s first ‘sensory out-of-home’ (SOOH) advertising platform, enabling billboard advertisers to embed scent, sound and even taste into their ads.

Self-styled ‘natural media company’ CURB provides clients with new and innovative ways for to communicate, using entirely natural and sustainable materials. The agency is initially offering its new SOOH system to outdoor ad specialist Clear Channel's media network. The new system claims to increase recall and enhance consumers' mood by... 

[Estimated timeframe: Q4 2011 onward]

... triggering the required emotions in those passing the displays.

According to CURB's website, the firm helps brands to amplify out of home media and PR effectiveness using innovative, cutting edge techniques. "We deliver attention-grabbing media helping clients stand out and inspire their audience."

Initially functioning via Clear Channel's digital media network, the platform enables advertisers to run multisensory ad campaigns.

According to the partners, major retailers are already using multisensory techniques to influence mood and engage customers on an emotional level, citing examples that include fast food restaurants playing instore music at a faster speed, in order to increase the rate at which diners eat.

Brands will be able to use surround-sound billboards that also deliver scent in a way that CURB founder Anthony Ganjou believes can both influence consumers’ moods and trigger a wide range of emotions.

Asks Ganjou rhetorically: "‘Did you know that the nose is responsible for triggering approximately 75% of daily emotions?"

"The scientific evidence in favour of multisensory communication is compelling, and we can now offer the technologies, methodologies and expertise across Out-of-Home and experiential events that have been retail’s best kept secrets for the past couple of decades."

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=5731

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