viewpointA definitive insight into the Irish Out of Home industry 06 June 11

the spaceDave Burke from Universal Pictures

notes posters that caught his attention

airport activityMemorable airport campaigns from this

year

innovationsInteresting innovations from abroad

02

introductionWelcome to our newly refreshed viewpoint newsletterWe hope you like the new look and enjoy Kinetic’s perspective on industry developments, trends and innovations in Ireland.

In this issue we focus on how airport activity can deliver an additional audience, the importance of good creative and new developments in the industry such as the CBS digital formats. As people increasingly spend more time out of home, they are finding ways to take their personal and work lives with them. Two research projects from Kinetic UK on Social Pioneers and Proximity Research deliver some very interesting insights. And finally, we have some examples of innovative and effective campaigns from abroad.

As we near the end of Q2, we expect the market to be back 5%. The industry moved to a 1 week cycle in Cycle 11 which did us no favours at all! It is interesting to note that the categories performing well are Entertainment & Media, in particular movie releases, and the Telecoms sector. The biggest reduction has been in the Drink sector across alcoholic and non-alcoholic products. Bulmers, who traditionally were a consistently heavy advertiser, have decreased spend considerably.

Innovation still remains key and we’ve seen some great innovative campaigns on street in the first half of the year - 3 Mobile 3D Bus Shelters, Philadelphia Digital Screens and Jameson Luas Graphics are just some that spring to mind. The media owners continue to be proactive in their approach and we welcome the re-introduction of Colour Buses from Bravo. CBS Outdoor have recently launched their dPods at Dundrum Town Centre, JCDecaux have brought HD posting to the market with Sky the first client to book and Clear Channel had their first Adshel digital screen campaign.

As we look ahead to Q3, one clear message is apparent. Lead times and lay down of expenditure are getting shorter and this is going to be particularly challenging with late July and August being difficult. It is hard not to predict Q3 to be potentially back 5 - 10% year on year.

On a positive note, we expect Q4 to be strong, especially with Cycle 26 falling well for the Christmas period.

Finally, don’t forget to follow us on Facebook & Twitter @ KineticIreland to receive instant updates on developments in the OOH industry in Ireland.

SimonDurhamManaging Director, Kinetic Irelandsimon.durham@kineticww.com

Find us on:www.facebook.com/KineticIreland www.twitter.com/KineticIreland

A definitive insight into the Irish Out of

Home industry

www.kineticww.com

the spaceFor this edition, Dave Burke of Universal Picturesshares his views on some of the posters thatgrabbed his attention so far this year and why

• Bavaria ‘Vote Number 1 Mickey Rourke’ - 48 Sheets

Bavaria took advantage of the Election campaign timing with this concept. The simplicity of the message and the inherent humour present in presenting Mickey Rourke as an alternative candidate worked well on a couple of levels. It definitely had serious cut through during a very cluttered period.

• Bravo ‘Where Ad Value Meets Added Value’ - Bus Rears

I really like this campaign and think this piece of creative works particularly well in this underused format. It’s personalising of the world of advertising is eye catching and delivers a strong simple message about the power of outdoor advertising.

• Jameson ‘Film Festival’ - Golden Square This count-down clock built in to this creative is an good example of how

a strategic piece of outdoor advertising can deliver a strong call to action message in a simple yet innovative way.

• Barry’s Tea ‘Everyone deserves a Barry’s Tea’ - 96 Sheet

What a great way to use an iconic brand’s packaging to create a standout piece of outdoor advertising. This campaign really stood out for me because the creative concept worked well across all formats in a very eye-catching brand building way.

• Lynx ‘Angels Will Fall’ - 48 Sheet Special I loved this campaign. The creative concept and messaging was

strengthened by some very smart media buying. This format illustrates that outdoor special builds can work well when a unified creative approach is taken across all media including TV and online.

DaveBurkeUniversal Pictures

04

Heineken targets Rugby Fans

As a key supporter of European Rugby and sponsors of the Heineken Cup, Heineken Ireland used Dublin airport to communicate with fans before they left for the final in Cardiff. The departure areas in both T1 & T2 were turned into the starting zone for the ‘Road to Cardiff’ targeting all passengers leaving Dublin and heading to Cardiff on multiple routes and airlines.

Key sites within the airport carried the specifically tailored message ‘Cardiff is 70 minutes away, Immortality is 80’. In addition to the sites, Heineken BTL activity was placed in T1 and T2. This consisted of branded goal posts strategically placed around the lift area as well as a branded rugby ball & goal posts outside Terminal 2. Fans could further interact by having their picture taken on a Heineken podium with a replica of the cup within the terminal.

Special Olympics’ Courage & Joy

The 2011 Special Olympics World Summer Games take place in Athens from 25th June – 4 July 2011. Over 7500 Special Olympics Athletes from 185 nations will compete in 22 Olympic-type sports. To promote this wonderful sporting event, airport activity ran in Brussels with creative produced locally by Irish International. The campaign was booked by Special Olympics Europe/Eurasia.

Fujitsu Heathrow Tunnel

Fujitsu Ireland, a leading provider of customer-focused IT and communications solutions for the global marketplace, is currently dominating the Heathrow tunnel in Terminal 1 in the UK. The tunnel which features Irish landmarks such as the Aviva Stadium, the Convention Centre, and the Giant’s Causeway focuses on ‘IT expertise working today for our tomorrow’.

focus on airport advertising

A definitive insight into the Irish Out of

Home industry

www.kineticww.com

new developments in OOHDundrum goes Digital

CBS Outdoor have launched their new digital formats in Dundrum Shopping Centre. The digital pods, known as dPods, are located across all floors of the shopping centre. There are 22 Pods in total with 35 Screens. All are 55 inch in size and high definition (HD) LCD screens. The Digital Pods are unique to Dundrum Town Centre and were developed by CBS using a wide range of internal and external design and engineering resources to complement the internal environment of the mall.

There are two types of packs available: • iD 18 which is 1 x 10 sec ad across 18 screens (8 packs)• iD 8 which is 1 x 10 sec ad across 8 screens (7 packs)• 1 x iD 8 pack available for alcohol• 10 L x L spots available

The dPods have proved popular with both clients and agencies and we’ve seen campaigns from Coca Cola, Warner Bros, Canon and Universal Pictures to name a few.

We’ve put together a few pointers to help when developing your digital campaign:

1. Consider your environment, length of exposure and make copy relevant to it.2. Creative should be consumable at a glance. 3. Basic animated copy attracts more attention than static ads or full video copy. 4. Consider content sponsorship or dynamic and “as live” copy to further engage audience. 5. Combine digital OOH with mobile mechanisms for interaction and added accountability.

HD Posting comes to Ireland

HD Posting has arrived in Ireland with Sky being the first advertiser to use the special posting, booked through Kinetic. Rather than using paper and glue, the HD sites use a one-piece recyclable vinyl poster format which leads to a vastly superior display with increased vibrancy and clarity as well as being more environmentally friendly. The poster is clipped into special brackets on the sites and adjusted to give exactly the right amount of tension to the poster.

With no paper or paste involved, sites need less maintenance and the likelihood of any damage is dramatically reduced. Weather conditions, time of year, or the length of the campaign have no impact on the quality of the display, making it ideal for long term campaigns. JCDecaux are currently the only media owner offering this service.

06

understanding environmentsKinetic UK have recently undertaken some very interesting research projects. Two projects - Social Pioneers and Proximity Research demonstrate the value of understanding environments in which people engage, how this translates to talkability in the online world, and how distances impact how far people are willing to travel to make purchases. We’re delighted to share the results of this research with you.

OOH advertising in proximity to stores proven to drive footfall

Out of Home advertising in proximity to high street stores has a significant and quantifiable impact on footfall, Kinetic UK discovered following their latest research into proximity advertising. The research aimed to prove the assumption that proximity adds real value to a campaign, while quantifying how the distance from the advertising to an outlet affects footfall. The research focused on proximity advertising in town centres, targeting a pedestrian audience. Kinetic UK identified the optimum distance for six categories within which proximity offers value over and above brand advertising. This was anywhere

between 150m for finance and 500m for fashion. The research also found that the distance within which brands can divert the majority of their audience to go in store is 175m on average. Finally, a critical distance was identified, at which proximity offers extreme value with most consumers ready to act. This varied from 25m for personal finance products up to 50m for mobile phone products.

Demographics proved to have an impact on the value of proximity across different categories. For example, women will go further than average for health and beauty products and upmarket consumers interested in product enhancements will go further for mobile phones. When examining out of town proximity, Kinetic UK found that people would be prepared to travel the longest average distance to purchase a car (23 miles) or to visit the theatre (22 miles) and the shortest distances for snacks and drinks (4 miles) and fast food (3 miles).

Kinetic Ireland has taken the learnings from the UK research and is using the data in our mapping tool Locator, to evaluate and select panels that will add value.

Social Pioneers drive action

Social Pioneers research recently conducted in the UK with JCDecaux highlighted the tendency of the socially

and technologically active to drive action through word of mouth. The research engaged with six frequent social media users, who recorded their on and offline behaviour and attitudes over a six week period through a range of tasks, workshops and assignments.

An ever-increasing amount of interaction on Facebook is taking place outside the home, with Out of Home media acting as a conversation catalyst. When asked to rate media channels, OOH scored highly. Unlike other media, OOH didn’t interrupt their day and was seen as part of the fabric of their day-to-day lives. Despite the amount of time spent online, Social Pioneers reject some attempts by brands to befriend them online. They recognise the need for relevantconnections with brands, but not through exclusive use of social media. The Social Pioneers called for moreinteraction between social networking websites and traditional media, particularly using mobile response such as QR codes.

For more information on either of these studies, please contact Caroline on 01 668 1822 or caroline.decourcy@kineticww.com

The first service we offer is Mirage, our static design test which enables clients and agencies to determine how a campaign will be viewed on the street. It is available for all formats and can be viewed at close & long range and also by day & night. Results are available within 1hr and it is free of charge.

The next element is TruVu; our video design test which takes into account the moving environment. Using the latest technology, pdfs are uploaded to demonstrate what your campaign will look like on street, delivering a high quality video file. Tru Vu is free of charge and is delivered within 24 hrs.

Next is Calibrator, an online focus group which allows you to test your creative on your target audience before it goes to print. The panel is made up of local respondents and is recruited per project to avoid respondent bias. Using click tracking and heat mapping, respondents indicate where their eye is drawn to on the poster. They also make positive and negative comments and suggestions on how they feel the poster can be improved. Ranked feedback direct from your target audience is also delivered. The results are available within 7 working days - there is a cost involved depending on the number of respondents and also the number of creatives being tested.

Finally, InstantCalibrator predicts the likely attention pattern on your poster based on a pre-determined algorithm. It uses heat mapping to indicate visual fixation and visual saliency but is not target audience based. The results are available within 24 hrs for a small fee.

Our in-house Graphic Designer uses our range of creative tools to give advice and tips on how creative can be improved for Out of Home. For more information please contact Laura on 01 668 1822 or email laura.geraghty@kineticww.com

A definitive insight into the Irish Out of

Home industry

www.kineticww.com

getting your creative right

To deliver effective Out of Home a number of factors need to work in tandem to create the best possible campaign. These are namely - Location, Quality and Creative. At Kinetic, we pride ourselves on delivering effective and efficient campaigns using our impressive range of tools and services. Locator, our mapping tool, ensures we build campaigns that are targeted and well distributed. Classifier, our site scoring system, guarantees quality and while we are not a creative agency, we have a suite of creative pre-testing tools to ensure you get your creative right before it hits the street. As David Ogilvy said, “Never stop testing and your advertising will never stop improving.”

Never stop testing and

your advertising will never stop

improving.

“

”

08

overseas innovations

Harry Potter interacts with fans

Following on from the tradition of strong Harry Potter campaigns, the latest instalment in the UK is being supported by an interesting campaign to let fans of the franchise become part of the OOH activity. Kinetic have taken the teaser poster of Harry and Voldemort facing each other down and are asking fans to upload their photos to create a giant mosaic of the image. The image can then be zoomed in and out revealing fans’ faces. The more people that are added, the bigger the mosaic gets. The 5,000 fan mosaic will be used on 100 x roadside 6s dotted across the country as part of the main roadside campaign starting w/c 27th June. Each of these sites will be in pedestrian areas so that people can look for themselves within the image, as each photo will be the size of a postage stamp.

On top of this, fans will be able to tag when they’ve seen one of the posters in which they featured, as each 6 sheet will be set up as a ‘facebook place’ to check into. These check ins will then populate on a map of the UK on the facebook page showing where people have spotted the posters.

Heineken stands out

Heineken, one of the official partners for the UEFA Champions League, has launched a campaign with the aim of turning London green to showcase the brand as a major sponsor, as well as promote their Open Your World strap line.

A multi-environment campaign ran that featured on the Underground, main London Termini stations, Roadside, station dominations around Wembley, as well as a host of hand selected premium locations.

Clear Channel’s Cromwell Rd Domination was turned into an impressive spectacular build utilising the full 6 x 96 sheet backlight displays. Working in conjunction with background creative, the site was brought to life with 5 individual 5m tall 3D model bottles of Heineken, stand out lettering and a huge Heineken brand logo. The bottles, complete with open bottle tops were replica models and were internally lit with spot lighting in the brand green to maximise impact at night and create a dominating roadside presence.

kinetic 31 Ballsbridge Terrace 60 Great Victoria StreetDublin 4 Belfast BT2 7BBt +353 (0)1 668 1822 t +44 (0)4890 434 838 www.kineticww.com