Posterscope’s ‘Media Digest’ features in depth analysis of the market and our perspective on the year ahead, including a broad economic review and forecast, a deep-dive into media and category spend, and featuring key learnings from a wide range of recent interactive and brand-building campaigns. We cover all you need to know about the new out-of-home audience measurement currency, Route, as well as commentary on mobile and digital trends, a glimpse into tools and projects recently launched by both ourselves and our media partners, and much more.

1. POSTERSCOPE
MEDIA DIGEST
Prepared By: Insight Department
March 2013
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2. Contents
Page
Executive Summary 3
Economic Review & Forecast: 2012 And Beyond 4
Media Category Spend 2011 vs. 2012 5
Route - The New OOH Industry Currency 8
Mobile Insight 10
Digital Trends 11
Transport Statistics 12
Insight Tools 13
Media Owner Insight Projects 23

3. Executive Summary
• According to the Outdoor Media Centre, outdoor revenue grew by 9.5% in 2012 to £970.1 million.
This was considerably higher than the market as a whole and brings outdoor back to its historic highs
of 2006-2007.
• HM Treasury puts UK GDP stable at 0% for 2012 but with positive news of a return to an estimated
1% growth in 2013.
• Ten out of thirteen categories increased their OOH adspend with the top five categories all seeing
increases. Technology leads the field with a 34% year-on-year increase, with government & utilities (+28%)
and travel (+16%) also experiencing high growth.
• Three-fifths of UK adults are now smartphone users and nearly 1/3 of page views in the UK now occur on
a smartphone or tablet.
• Posterscope undertook several new research projects throughout 2012 and is already applying those
learnings. These include research into Time Use Planning, an understanding of our urban environment in
“Social Cities” and the 2012 Media Research Group (MRG) award winning presentation ”VirtuoCity”.
• New research with Nestlé and Millward Brown demonstrated how traditional OOH is still the dominant
medium for driving brand awareness, equity and trial.
• 2012 was also the year that OOH launched its first national NFC/QR Code campaigns demonstrating
OOH as a convergent interactive medium.
• Both CBS Outdoor and JCDecaux have been utilising their research panels over 2012 and new category
insights are highlighted. Similarly both are continuing these in 2013 and JCDecaux have launched a youth
panel (15-24) called “Streetalker”.
• Primesight have released a large number of case studies generated through their Primelife Tools
and Clear Channel have available a range of case studies demonstrating the power of OOH in a
multi-media world as well as results from their 2012 interactive OOH Advertising Research project.
This month sees the launch of Clear Channel Mobile Platform.
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4. Economic Review and Forecast:
2012 and Beyond
UK Adspend:
According to Warc’s detailed consensus advertising forecast the UK ad market grew by 2.7% in 2012.
In official figures from the Outdoor Media Centre, outdoor revenues grew at a significantly higher rate of 9.5%
in 2012 to £970.1 million (full year 2011 was £886.3m). This brings outdoor right back to its historic highs in
2006-2007.
The standout quarter of the 2012 calendar year was Q3, with 25% growth year-on-year helped by the London
2012 Olympic/Paralympic Games. However every quarter showed outdoor growth with all major environments
(transport, roadside, retail and leisure) benefitting from significantly higher spend year on year.
The Warc ‘Consensus Forecast’ puts UK advertising growth at 3.0% for 2013 and 3.3% for 2014.
The IPA Bellwether Report also has some positive news where marketing executives are cautiously optimistic
about an increase in their budgets for 2013 relative to 2012 levels. Preliminary data based on around two-fifths
of the survey panel suggest a rise in 2013 budgets with around 33% of the survey panel forecasting an increase,
against 25% expecting a fall. The net balance of +8.2%pts is slightly higher than that seen for 2012 (+7.0%pts)
and is indicative of cautious optimism for coming year budgets.
Tim Lefroy, Chief Executive at the Advertising Association, said: “Despite the shaky economic outlook, 2013 will
see overall adspend return to levels last seen before the recession. That’s good news for both UK advertising and
UK plc.”
UK & Europe Economic Growth:
The HM Treasury puts UK GDP growth at 0% for 2012 which is in line with analysts’ forecasts. This broadly
flat output for 2012 is the start of a slow but steady climb back into positive growth for the next few years.
The Monetary Policy Committee continues to judge that the UK economy is set for a slow but sustained recovery
in ‘both demand and effective supply, aided by a further easing in credit conditions’ (Inflation Report, February
2013). The Treasury’s latest report estimates a 1% growth in GDP figures based on independent forecasts.
The underlying Eurozone issues however does continue to besiege economists’ confidence in the UK economy,
culminating in the recent downgrading in the UK’s credit rating. In 2012 the Eurozone economy is estimated to
have shrunk 0.6% and is also predicted to shrink 0.3% in 2013.
Global growth is projected to increase during 2013, as the factors underlying soft global activity are expected
to subside. Policy actions have lowered acute crisis risks in the Euro area and the United States. Overall global
output growth figures: 2012 (3.2%), 2013 (3.5%), 2014 (4.1%) (IMF World Economic Outlook).
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5. Media & Category Spend
2011 vs 2012
Referring to Ebiquity as the source of data, the changes in advertising expenditure between 2011 and 2012
can be measured (Figure 1.0 NB. Data is indicative, not definitive)
Ebiquity data suggests that five out of eight media channels have seen a drop in expenditure in 2012, with
OOH bucking this trend and creating enormous growth of over 7%.
Figure 1.0: Media Spend 2011 vs. 2012
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6. This is largely due to the ‘Olympics Effect’ which saw OOH expenditure rise by 25.4% year-on-year for Q3
(£270m), the largest increase of all media. As a result, OOH has increased its share of voice to 7.1%, up from
6.5% in 2011 (Figure 1.1).
Figure 1.1: Media Share 2011 vs. 2012
2011
2012
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7. Category Spend:
The individual category OOH spends have increased in line with OOH generally. Ten out of thirteen
categories increased their adspend with the top five categories all seeing increases.
Technology leads the field with a 34% year-on-year increase in OOH spend, with travel (+16%)
and government & utilities (+28%) also experiencing high growth.
Figure 1.2: OOH Category Spend 2011 vs. 2012
2011
2012
Figure 1.3: OOH Category Spend2011 vs. 2012
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8. Route –
The New OOH Industry Currency
Route, whose first release includes bus, underground as well as over 100,000 roadside poster frames, is
a revolutionary new industry currency.
Posterscope has developed a unique proprietary planning tool, with Route data at its core, which enables
us to combine granular respondent data with infinite other data in order to create plans more reflective of
our planning craft, intelligence and strategic approach.
For more details click Route: The Right Direction in the OOH industry
If you haven’t been there already, Route’s website has some very useful summary documents and tools.
Here’s some links to a few of them:
Quickly look up the male, female and total populations of any Route town, conurbation, or BARB TV area
using the Interactive Population Finder
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9. Infographic with some key facts on Route: Route Infographic
Summary brochure highlighting the new Route system: Route Brochure
Topline numbers behind the complex methodology: Route Methodology Details
10 slide deck demonstrating how it leaves the old currency behind: Route Transformation
Or watch the video which tells you the achievement of the currency: Route Film
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10. Mobile Insight
• Smartphone ownership is high in the UK, at 58%. (Ofcom)
• 82% of phones acquired in Dec 2012 were smartphones. (Comscore)
• 1 in 5 Brits used their smartphone to purchase a good or service in December 2012. (Comscore)
• Nearly 1/3 of page views in the UK now occur on a smartphone or tablet. (Ofcom)
• Top 3 retail activities on a mobile: find store location (26%), compare product prices (20%), research
product features (19%). (Ofcom)
• 9 out of 10 UK internet users now shop online. (Comscore)
• 56% of all adults are aware of 4G, rising to 73% amongst adults who own a smartphone. Around a
quarter of all adults have a good understanding of 4G and are able to correctly identify implications
and functionality. (Technology Tracker Q4 2012)
To access more detailed statistics, please follow the below links:
Ofcom International Communications Market Report 2012
ComScore 2013 Digital Future in Focus
Ipsos Technology Tracker Q4 2012
Figure below: Device Preferences Throughout The Day
Tablets The share of
popular at device page traffic
night shows when in
the day each
Share of Device Page Traffic on a Typical Workday
device is used,
Mobiles brighten PCs dominate
for example, the
the commute working hours
share of tablet
use is highest in
the evening.
Both commuting
times show an
increase in mobile
usage. This shows
how mobile use
is linked to being
out of home.
Late Early Early Early Prime
Night Morning Evening Evening (8pm - 12am)
(12am - 7am) (7am - 10am) (10am - 5pm) (5pm - 8pm)
Source: comScore Device Essentials, Monday, 21st January 2013, UK
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11. Digital Trends
Stats for 2013:
Tablets have grown 49.5% in 2012 and by 2015 1 in 3 of all computers shipped will be a tablet. In 2013, mobile
phones will overtake PCs as the most common Web access device worldwide.
(Dynamit Digital Trends 2013)
Trends for 2013:
Human-centred tech: as voice activated systems and gesture-based recognition become more sophisticated,
and experimentation with wearable computing and emotion recognition grows, technology will increasingly adapt
to humans. It will become more intuitive, integrating more seamlessly into our lives, rather than requiring people
to adjust to it. “We’re entering an age of human-centred design, shaped around people and their existing habits
and body language,” Olof Schybergson founder and CEO of digital consultancy Fjord, told Fast Company.
(JWT 100 Trends)
NFC tags: with about 300 million near field communication-enabled mobile devices expected to sell worldwide
in 2013, watch for wide adoption of customisable NFC tags. User can program these small tags to initiate an
array of functions on mobile devices. Brands like Sony (Xperia SmartTags) and Samsung (TecTiles stickers) are
now in the game. The tags have interesting potential for brands which can use them to simplify processes like
downloading information or even making a purchase. (JWT 100 Trends)
Transformable designs: like digital wallpaper and customisable furniture will bring the easily modifiable
aesthetic of the virtual world into the real world. Enabled by intelligent projectors, surfaces and materials, the
physical will become digital. (Sparks and Honey)
Predictive Personalisation: brands will increasingly use data analysis to predict customer behaviour, needs or
wants- and tailor offers and communications very precisely. We’ll see data scientists become the new hotshots,
marketers offering Hyper-Personalised Customer Service and consumers focusing on Personal Data Ownership.
(JWT 100 Trends)
Everything is retail: Shopping is shifting from an activity that takes place in physical stores or online to a value
exchange that can play out in multiple new and novel ways. Brands will become increasingly creative in where
and how they sell their goods. (JWT 100 Trends)
JWT 100 Trends 2013
Sparks and honey 2013 Trends
Dynamit Digital Trends 2013
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12. Transport Statistics
The latest published results show that over both the long and short term there has been an increase in total
passenger numbers/distance travelled driven by nearly all forms of transport.
Air Travel:
• There were 219 million terminal passengers (arrivals and departures) at UK airports in 2011, 4% more than in
2010. Terminal passenger numbers have more than doubled since 1990 (102,418,000).
Rail Travel:
• Since privatisation (1994/95), the number of journeys made by national rail has doubled from 0.7 billion to
1.5 billion in 2011/12 (52% increase since 2001/02). In 2011/2012 alone, passenger journeys rose by
7.8% compared to the previous year.
Bus Travel:
• There were 4.7 billion bus passenger journeys in England in 2011/12. This is a 0.5% increase from the
2010/11 level.
Car Travel:
• The number of licensed motor vehicles in Great Britain has increased from about 4 million in 1950 to over
34 million in 2011.
• In 2011, the overall motor vehicle traffic volume in Great Britain was 303.8 billion vehicle miles. This is similar
to traffic volume in 2010 (303.2 billion vehicle miles).
• Car traffic increased slightly (0.4%) between 2010 and 2011, from 239.8 to 240.7 billion vehicle miles.
London Travel:
• The total number of trips in London in 2011 was 25.5 million per day, an increase of 1% over the previous
year. There has been a 4.9% annual increase from 2010 to 2011 in number of underground trips.
• Underground grew particularly strongly, with 7.3% more passenger kilometres travelled and 5.7% more
journey stages compared with 2010/11. A total of 72 million train kilometres were operated on the
Underground in 2011/12, up from 69 million in 2010/11 and above the previous high of 71 million in
2008/09.
• The 5.7% increase in journey stages means the underground transported 1,171 million passengers
in 2011/12
Transport Statistics 2012
TFL London Report 5
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13. Insight Tools
Geography of Time/Touchpoints
The Geography of Time (GoT) research recorded 1,200 days of consumers’ activities through a PDA diary.
The PDA diary was similar to Touchpoints and analysing the two data sources can create some very interesting
insight about time use and in particular planning OOH by time of day.
When planning OOH to reach consumers at a particular time of day you could argue that there are four major
factors that need to be considered. Where you are, what you are doing, who you are with and what is your
wellbeing/mood.
WH
E O
AR YO
U U
O
Y
AR
RE
E
E
WI
WH
TH
WH
NG
AT
EI
YO
LB
U
EL
R
A
E W
DO UR
IN YO
G
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14. For example, Figure 2.0 demonstrates when 16-34 year olds tell us they are socialising on an average Thursday
to Saturday. Socialising occurs all day but peaks at around 8.30-9pm. At this time a massive 46% are watching
TV, but only 11% of them are watching TV and socialising. Whilst 28% of 16-34 are OOH at 9pm and half of
them tell us they are OOH and socialising. Therefore if brand messages are intended to be seen by the target
consumer in a social situation then OOH is an ideal medium for this.
Figure 2.0: OOH The Social Medium
OOH = Travelling, Elsewhere indoors, Elsewhere Outdoors
Source: Touchpoints 2012
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15. Please click on the following link which will take you through to the full presentation around planning
OOH by time of day – Planning OOH by Time of Day
Also check out the following video showing some great examples of how brands have planned and
adapted their creative around time – It’s All In The Timing
Social Cities
Wellbeing is determined by many macro factors such as the Economy, Governance, Natural Environment
and realistically most of this is beyond our control. However an individual’s wellbeing is also largely
affected by more social aspects such as what we do, where we live and our relationships as summarised
in the figure below:
TEXTUAL DOMAI NS
CON
The Economy
I ND IVI DUA
CTI NG LW
FFE EL
R SA L-B
CTO EI
NG
FA Health
(Physical/Mental)
What We Do
Work & leisure balance
Educational UAL WELLB Personal
ID E
Skills IV Finance Where We Live
IN
IND
Homes, local environment,
G
community, facilities
g
Pe o p
b ein
e ll
l e’
Our Relationships
s
rw
w
ei
o
n
Where as f th Our
We Live
sess
m e nt o
Relationships With family, friends and community
nt
nme
Go
viro
ver
ne
En
What We Do
nc
al
e
ur
at
N
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16. 90% of the GB population live in urban areas and as such our understanding of how people perceive their
urban environments is vital ... particularly as most OOH inventory is in conurbations. So we commissioned an
insight project surveying 3,500 respondents from 5 major GB conurbations to gain insight into city life.
We also compared the Geography of Time PDA study to time use studies from the past to understand how
this might affect wellbeing:
Some key insights include...
• In 1974 the separation between work & leisure was distinct but today the boundaries are far more blurred
• People are happiest when they are with others doing any number of social activities, which has clear
implications for joint targeting
• Perceptions of cities is improving particularly around leisure and shopping facilities
• Brands have opportunities to give back to the community particularly in the provision of public spaces &
leisure. Even more poignant now as the cost of leisure is increasing
• Community spirit improved in 2012 with the Jubilee and Olympics but we don’t really socialise with our
neighbours - as such we travel to meet up with family and friends
Please click on the following link to read the full presentation: Social Cities
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17. VirtuoCity
VirtuoCity is a joint insight project between Posterscope and JCDecaux. It is a 4-minute driving simulation
where research respondents watch video footage that follows a car driving through the suburbs and into
the town centre. Specialist laptops measure respondents’ eye-tracking, and then recall studies identify the
memorability of different OOH advertising variables within the virtual city.
These OOH variables included size, orientation, frequency and animation. The brand creatives and poster
locations were rotated for different respondents, so the results were based on the advertising variables
rather than the creative.
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18. VirtuoCity provides great insight into levels of fixation, recall and the “Engagement Index” for OOH exposure
elements. The example in the figure below demonstrates this for poster size:
Small Medium Large
Please click on the following link to watch a VirtuoCity video:
If you have not seen the presentation then please get in touch with your regular Posterscope contact or
Russell Smither at russell.smither@posterscope.com or 020 7863 2009 to arrange a date.
In future months we hope to transfer these learnings from the virtual world into the real world to plan OOH more
effectively. This will be done by applying the modelled VirtuoCity results to the new OOH industry currency – Route.
VirtuoCity was also voted Best Research Paper at the 2012 MRG Conference...
“Love Posterscope/JCDecaux paper proving some long held beliefs about size, orientation, frequency and
animation value in OOH”
Kristin Bayliss, Universal McCann
“One of the coolest presentations I’ve ever seen. It’s like grand theft auto of the OOH planning world”
Mediatel
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19. OOH – THE BRAND BUILDING MEDIUM
A recent report from the IPA suggested that the largest part of an advertising budget should still be
invested in media with a mass reach and long-term effects. At least 60% should be invested in such brand-
building media. OOH has always been upheld as a broadcast medium, particularly large format posters, that
have strong brand building potential due to their mass reach and stature.
In 2012 Nestlé launched an NPD, Nescafé Gold Crema, using a large format 48 sheet campaign. Research
conducted by brand tracking specialists, Millward Brown, proved the effect of OOH in driving significant
increases in brand awareness, trial and importantly brand equity.
The figure below demonstrates how respondents who saw the OOH campaign were:
• 24% pts more likely to be aware of Gold Crema
• 8% pts more likely to have trialled Gold Crema
• 4% pts more likely to buy Gold Crema nowadays
Total Sample: % Recognised Neither: %
Buy nowadays
Base Level
-1%pt
Ever tried Base Level -3%pt
Aware Base Level -6%pt
Recognised Either: % Recognised Both: %
Buy nowadays +4%pt +7%pt
Ever tried +8%pt +11%pt
Aware +24%pt +29%pt
Significantly higher than ‘Recognised neither’ at 95% confidence interval
Source: Posterscope Dip. Base: Total sample (n=952)
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20. The figure below also demonstrates how the OOH Campaign drove brand equity. Significant increases were
seen for the measures of brand differentiation, emotional affinity, value and leadership amongst those who
saw the OOH campaign compared to those aware of the brand.
Differentiation Emotional Value Popularity
Affinity Leadership
Heard of Gold Crema Base Level Base Level Base Level Base Level Base Level
Recognised either
+10%pt +19%pt +12%pt +7%pt +3%pt
OOH Creative
Recognised both
+17%pt +22%pt +21%pt +13%pt -
OOH Creatives
Significantly higher than ‘Heard of Gold Crema’ at 95% confidence interval
Click on the following link to read a more detailed case study on how traditional large format OOH
advertising is still a dominant medium for brand-building – Brand Building Power of OOH
Source: Posterscope Dip. Base: Total sample (n=952)
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21. CONVERGENT OOH – INTERACTIVE NFC/QR CODE CAMPAIGNS
2012 was the year that saw the first large scale convergent NFC/QR Code OOH campaigns. Innovative
brands such as Nestlé, Sony and Beck’s took advantage of these mobile technologies and saw high levels
of consumer interaction.
Interaction data has provided great insight into which technologies (QR Code/NFC) consumers choose
to interact with and what times/days are generating the highest levels of response. NFC is experiencing
growing levels of response as more consumers are becoming aware of NFC and many more mobile
handsets are adopting the technology.
Figure 3.0 shows how NFC accounted for 10% of all interactions in March 2012 during the JCDecaux
Reading test. This figure rose to a quarter (25%/23%) for the national campaigns for Kit Kat and Sony
Xperia, which took place 6 months later in Sept/Oct 2012.
Interestingly for campaigns where a specific keyword search term was given, few consumers chose this as
their method of response. This we feel is because consumers enjoy using these newer technologies. When
brands give them an opportunity to interact via them, they chose these. Consumer research below has also
proven they rate interaction experiences highly when using NFC/QR Codes. Search on the other hand is
so familiar that consumers will not use this so often as a method of interaction, but rather to find out more
general information about the brand/campaign.
Figure 3.0: Chosen Technologies - Becks Vier vs Other Major Campaigns
Becks Vier 13 Campaigns Kit Kat Sony Xperia
Campaign 15th Oct – 11th Nov 2012 March 2012 17th Sept – 1st Oct 2012 Oct 1st –14th 2012
Details & Dates 500/1000 25,000 300 3,000 1,000
A3 Posters Beermats Reading 6 Sheets National 6 Sheets National 6 Sheets
1,701 5,400 2,535 1,398
(54%) (90%) (75%) (77%)
1,462 600 854 417
(46%) (10%) (25%) (23%)
98 224
Impressions Impressions
(very small % n/a (very small % n/a
choosing search) choosing search)
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22. As mentioned above, consumer research has proved that the technologies of NFC/QR Codes are rated
particularly highly as a method of interaction. Research conducted amongst those who interacted with the
Kit Kat campaign proved that 55% rated the QR Code/NFC interaction experience as “very good” whilst the
figure was 25% for search. NFC/QR codes were rated particularly highly for speed, convenience & ease
of use.
Consumer research also proved that interactions have a very positive effect on brand equity. Those interacting
with the poster rated Kit Kat across 8 key brand metrics as 9% pts higher than the control (who didn’t interact).
For those interacting by NFC/QR Code average brand equity scores were 20% pts higher.
Even more profound was that interaction is increasing purchase consideration. Figure 3.1 demonstrates that
of those who interacted, consideration to purchase was 15% pts higher than the control. Whilst for those
interacting via NFC/QR it was 28% pts higher.
Figure 3.1: Interaction Increases Purchase Consideration
Strongly Encourage Encourage No Difference Less Likely
Non
Interacted 7% 22% 71%
Interactive
Search 10% 27% 63%
Interactive 16% 41% 44%
NFC/QR Code
Any
12% 32% 57%
Interaction
0% 20% 40% 60% 80% 100%
Those who interacted with the advert had higher levels of purchase consideration, especially those
interacting via NFC/QR Codes
Please click on the following link to read in full the learnings from the Kit Kat campaign.
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23. Media Owner Insight Projects
In March 2013 CBS Outdoor’s online research panel work.shop.play. celebrated its first birthday. During its
first 12 months it gained insight on a wide variety of categories including holidays & travel, motors, cosmetics &
beauty, computer gaming, and London attractions... to name a few. To find out more, please click on this link:
CBS Outdoor work.shop.play
Below is the 2013 timetable for forthcoming categories they are asking their panel. If you are interested in
submitting potential questions for these then please contact either:
Russell Smither at russell.smither@posterscope.com or 020 7863 2009
Gemma Proctor directly at CBS Outdoor at gemma.proctor@cbsoutdoor.co.uk or 020 7428 2879
Work.shop.play. London Community
CBS Outdoor wants to investigate the influence Londoners have in terms of the power of their word of mouth.
The hypothesis for this is because of London itself; London is different to the rest of the UK – the people, their
mindsets, attitudes and behaviours are different and they are shaped by the multicultural urban environment they
live in. CBS Outdoor will recruit between 300/400 panellists from the WSP online panel and ask them to take
part in a series of surveys and discussion forums from March to August with the findings being made available in
Autumn 2013. Such insight will hope to complement current WOM studies such as Keller Fay WOM questions
on TouchPoints. Ultimately CBS intends to understand who the London influencers are and how advertisers can
target them.
The London Worker Planning Tool
CBS Outdoor is gaining valuable market insight from its industry approved planning tool. Unlike previous
industry surveys which focus on London’s 7.5 million residents, the London Worker research analyses the day to
day movement and media habits of London’s 3.8 million workers.
For more information on this tool, please click on the following link: London Worker Planning Tool
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24. Interactive Europe 2
CBS Outdoor recently released the results of a second major pan European study measuring interactive
Out-of-Home across 6 markets. This report provides a 360° view on the iOOH ecosystem incorporating
views and latest trends from consumers, big brands, as well as tips and lessons learned from recent
interactive campaigns.
Please click on the following link to the full presentation: www.interactiveeurope.com
Connected Commuter Panel
JCDecaux’s mobile panel of 1,500 rail commuters from London/South East generated great insight across a
wide number of categories throughout 2012. To find out more, please click on this link: Connected Commuter
In 2013 the Connected Commuter panel has switched to using mobile specialist research company On Device
Research. This ensures they complete the surveys on their mobiles and the aim is to launch an app in the near
future to increase completion rates. Panellists complete one detailed category survey per month (calendar below
for 2013), so if any of these categories are of interest then please contact to suggest potential questions:
Russell Smither at russell.smither@posterscope.com or 020 7863 2009
Chris Felton at chris.felton@jcdecaux.co.uk or 020 7298 1768
Each month there are also 4 smaller weekly “mini surveys” on any topic or current affairs.
Streetalker Panel
JCDecaux’s new StreetTalker Panel will launch in April 2013. The panel of 16-24 year olds will deliver detailed
insights on this youth audience – from brands they love to their everyday habits. Like with Connected Commuter,
panellists will be reached via smartphone with several surveys per month of varying lengths.
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25. In 2012 Primesight invested substantially in creating a results culture and below is a link to their website with
case studies across a wide range of environments and formats such as digital, specials, lifestyle, retail, roadside
and transport.
Primesight Case Studies
Campaign Research 2012
In 2012 Clear Channel worked in partnership with a number of advertisers driving an understanding of the
power of OOH within the multi-media world. They have a range of case studies which show how OOH, and in
particular 6-sheets, drive awareness of new product launches and brand repositioning, creating an emotional
connection with consumers whilst driving consideration and purchase.
Interactive Out-Of-Home Advertising Research Project
In 2012 Clear Channel also carried out a bespoke research project on their award-winning iD6 unit to
understand interactivity and engagement in out-of-home advertising. The results demonstrate:
• How best to engage the consumer
• When and where engagement should take place
• What type of content is best
• Length of time the consumer will interact
• What it means for brands who interact with consumers in this way
• How to engage with today’s consumer; via mobile, social media or touch screen
For more information on either of these projects please contact:
Lynne Jarrett at lynne.jarrett@clearchannel.co.uk or 0207 478 2971
Clear Channel Research Monitor (CCRM)
In 2013 Clear Channel, via their Research Monitor, will continue to partner with advertisers to provide insights on
audiences and how they interact with OOH advertising within a multi-media world.
Clear Channel Mobile Platform
In March 2013, Clear Channel launched the UK’s first permanent high street mobile platform for outdoor media;
10,000 high-street 6-sheets were initially equipped with both Near Field Communications (NFC) and QR code
capabilities. The consumer will tap or scan their mobile device on interactive panels on high streets and in town
centres right across the UK, providing brands with a platform to deepen their engagement and interaction
with their audiences through interactive content and social media integration. This reiterates out-of-home’s
importance in the media communication mix. For more information click on the following link:
Clear Channel Mobile Platform
Back to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 25