The world’s leading out-of-home communications agency

1. POSTERSCOPE
MEDIA DIGEST
November 20152nd floor, The Qube,
90 Whitfied Street,
London, W1T 4EZ
www.posterscope.com
www.pioneeringooh.comfacebook.com/PosterscopeWWtwitter.com/Posterscope

2. Contents
Economic Review Q3 2015
IPA Bellwether Q3 2015
Insight Tools/Bespoke Research
OOH Consumer Survey (OCS) 7
The Dynamic Difference - Liveposter research
ICE Effectiveness Study
Thought Pieces
Route - A new route to uncover location based insights
Mobile Insights
Locomizer - Optimising OOH planning with location-based social data
Media Owner Research
Admedia - SME insight
Ocean Outdoor - Neuroscience research
Exterion Media - Urban audience insights
JCDecaux - Smart Broadcast
Primesight - Primemobile Live
Clear Channel - Dynamic Difference
4
6
8
8
14
18
26
26
30
30
32
32
34
36
38
40
42
Page
26
42
30
Quarterly Changes in UK GDP
2009 - 2015 (ONS)
4
GDP Growth
Q2 Q3 Q4
1
0.5
0
-0.5
-1
-1.5
-2
%
2014 201520132012201120102009
Q1 Q2 Q3 Q4Q1 Q2 Q3Q1Q2 Q3 Q4Q1Q2 Q3 Q4Q1Q2 Q3 Q4Q1Q2 Q3 Q4Q1
IPA Bellwether Q3 2015
6
-60
-50
-40
-30
-20
-10
0
10
20
30
Budget revisions, % net balance
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Financial prospects for your company
Total marketing budget revisions
-80
-60
-40
-20
0
20
40
60
Financial prospects, % net balance
18
BaseOOH
Experience
Magazines
Radio
TV
WordofMouth
Competitor Activity
NEW
ICE DATABASE
ANALYSIS FOR OOH
Intent
P
urchas
e
Associations
ICE Effectiveness Study
36
Tech research hub

3. In comparison to the end of Q3 2014, the uplift in the
economy’s output equates to a 2.3% annual increase.
This brings the number of successive growth quarters
to eleven. Following a weak Q1 and recovery during
Q2, the July to September period saw a fall in the
growth rate from 0.7% to 0.5% in the UK (Office
for National Statistics). This slight drop acts as a
reminder that the UK’s economic recovery is not a
foregone conclusion. Chief Economist of the British
Chamber of Commerce, David Kern reiterated the
positive results but also warned against complacency
over the UK’s recovery commenting, “The Q3 2015
results point to moderate growth in the UK economy
over the next year, driven mostly by services and
domestic demand… while we must not forget the
strengths of the UK economy, with higher growth
than in most G-7 economies and with a dynamic &
flexible labour market, the recovery is still fragile.”
The overall fall in UK growth was largely due to the
poor performance of manufacturing and construction
sectors. However, the UK’s largest sector, services,
recorded growth of 0.7% in Q3, matching that of the
previous 3 months. Domestic demand is expected to
remain strong, as wages rise and with the temporary
effects of low inflation boosting consumer spending.
HM Treasury’s monthly growth forecasts put 2015
GDP growth at 2.5%, compared to 2014. Looking ahead
to 2016, the average of new forecasts pegs growth
at 2.4%. This is accompanied with a drop in the
unemployment rate (5.4% to 5.2%), current account
deficit (-£87.3bn to £-81.8bn) and an improvement in
the inflation rate (0.3% to 1.7%).
Looking globally, growth predictions for 2015 are
3.1% (latest IMF World Economic Outlook). In 2016,
growth is expected to strengthen to 3.6%.
Growth forecasts in advanced economies are
projected as 2.0% in 2015 & 2.2% in 2016. Despite
featuring less in the press recently the IMF warns
there is potential for renewed financial stress across
Europe as Greece remains politically fragile.
Quarterly changes in UK GDP 2009 - 2015 (ONS)
Economic
ReviewQ32015
UK economy reaches
11 successive growth
quarters despite slowing
marginally to 0.5% in Q3.
5
Source: Office for National Statistics
GDP Growth
Q2 Q3 Q4
1
0.5
0
-0.5
-1
-1.5
-2
%
2014 201520132012201120102009
Q1 Q2 Q3 Q4Q1 Q2 Q3Q1Q2 Q3 Q4Q1Q2 Q3 Q4Q1Q2 Q3 Q4Q1Q2 Q3 Q4Q1
4

4. According to the results, a net balance of +4.4%
of companies registered an increase in marketing
budgets during the quarter, significantly down on Q2’s
12.2% and the lowest recorded reading since Q1 of
2013. Unsurprisingly, given the slight fall in UK GDP
growth seen in Q3, confidence amongst companies
fell slightly but still remains relatively strong with
22.4% reporting optimism about their finances.
Despite marketing budgets falling in line with a
general macroeconomic slow down, the quarter
marks an unprecedented three years of growth –
the longest consecutive growth period in the 16 year
survey history. The net balance remains positive and
signals continued growth, albeit at a slower rate.
Paul Bainsfair, IPA director general, commented:
“As predicted by Bellwether, upward revisions to
marketing budgets and confidence are easing.
However the important point is they are still positive.
More specifically, there are upwards revisions to
internet, events and main media advertising budgets
in Q3. We are seeing marketers demanding greater
accountability, physical presence and share of mind in
their planned marketing spend.”
Adspend growth projections for 2015 were downgraded
to +3.7% from +4.2% in the Q2 survey. Growth
is also predicted to ease slightly further to +3.6%
in 2016. The strongest performing category was
internet marketing (+7.8%). Events also continued to
grow alongside more traditional main media channels.
Paul Smith, author of the Bellwether report stated:
“Casting the latest data against a record run of
expansion in marketing budgets, a period that
includes the strongest upward revisions on record,
the correction in growth seemed likely. Focus is
therefore probably better placed on the continued
expansion in budgets and the welcome news that
marketing executives are continuing to adapt a
prudent, targeted approach to marketing strategies.”
IPA Bellwether
Q3 2015
Growth of marketing
budgets sustained in
Q3 2015 to reach an
unprecedented three
years consecutive growth.
76
Marketing budgets and business confidence
Both series shown above are derived from the
Bellwether survey panel of 300 marketing executives:
Financial prospects:
“Taking all things into consideration, do you feel more
or less optimistic about the financial prospects for your
company than you did three months ago?”
Marketing budgets:
“In the last three months, has your total marketing
budget for the current financial year been revised up
or down, or is it unchanged?”
Source: IPA Bellwether Q3 2015
-60
-50
-40
-30
-20
-10
0
10
20
30
Budget revisions, % net balance
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Financial prospects for your company
Total marketing budget revisions
-80
-60
-40
-20
0
20
40
60
Financial prospects, % net balance

5. OCS 7
OCS 7 generates insight
on the convergent
consumer journey and
consumers’ attitudes
towards new exciting
opportunities provided
by dynamic DOOH and
customisations.
Dynamic Advertising
OCS not only identifies which audiences are most
influenced by real time OOH advertising but also
the type of dynamic OOH messages that they are
interested in.
Consumers are most engaged by advertising
messages that are relevant to their location with
almost three quarters (74%) showing an interest.
Perhaps due to the insight that consumers are always
connected, with a desire for immediate or instant
rewards supports why location based search is so
prevalent when OOH.
But this new OCS insight becomes most useful for
planning when looking at consumers within particular
categories. For example:
• 75% of frequent purchasers of fast food/
takeaways are interested in dynamic advertising
relevant to the time of day (Index 123).
• 8 in 10 regular purchasers of DIY/Homeware/
Furniture are interested in “day of week” dynamic
advertising (Index 130).
• Regular purchasers of categories that are restricted
by time e.g. Cinema goers or sports betters are
particularly interested in “countdown clocks to an
event.” This demonstrates the desire not to miss
out on these limited events and countdown clocks
make use of this scarcity principle.
OCS is Posterscope’s annual OOH consumer
research survey now in its 7th
year.
The media landscape and opportunities in OOH
are constantly changing and the latest OCS
survey provides insight on which consumers are
most likely to be influenced by brands utilising
these opportunities.
8
News/Current Affairs
77%
Time of Day
61%
Seasonal Event
58%
Location
74%
Day of Week
61%
Weather
58%
Live Sporting Event
52%
Social Opinion
43%
Countdown Clock
to Event
52%
9
Annual Tactical Events
OCS 7 also identifies consumers’ involvement and excitement around 30 annual events providing an
excellent opportunity to link with consumer insights on real time and dynamic advertising. Events range
from key retail periods such as “Pre Christmas Sales” e.g. “Black Friday” or “Boxing Day Sales”
to “Valentine’s Day”, “Halloween” and “Pancake Day”.
For example, 83% of brand advocates for 7 well known cider brands get excited / involved with “warm
weather activities such as barbecues”. This compared to 71% of all adults. This audience is also 18%
more likely than average to be interested in dynamic messages related to the weather.

6. The convergent consumer journey
OCS identifies key purchasing behaviour across
21 product categories providing insight on major
purchase locations such as high streets, malls,
transport hubs, CTNs, and online including click
& collect. Purchasing behaviour is segmented for
each category into 4 groups based on an impulse to
planned decision continuum, delving deeper into 13
impulse purchase triggers for each product category.
Consumers’ consumption and level of brand love is
also measured for over 250 brands across numerous
categories allowing for the consumer journey to be
explored amongst individual brand or competitor users.
So for example, Fashion is a product category where
decisions are made both completely on impulse and
where brand decisions have often been made before
the final shopping trip has even begun.
Fashion is purchased in numerous OOH locations:
Consumers increasingly use their smartphones for
m-commerce or to assist their decision making, usually
starting this journey via search.
The above activities clearly demonstrate a move
forward on the path to purchase when OOH.
OCS also identifies which consumers are using their
smartphones to research information on 40 specific
products or services.
Spontaneous purchases in fashion are often triggered
via “pay day” and “rewarding oneself”. OOH adverts are
also key impulse triggers for this category.
Supermarkets
33%
Online
48%
Click & Collect
15%
Malls
55%
Out of Town
37%
High Street
73%
FashionGadgets
BUY COLLECT
Retail Park
Shoe store
Handbags
Hat Room
Coats Galore
OCS also uncovers insight on the effect that priming
with OOH can have on mobile responses. Click-through
rate (CTR) on mobile display or SMS messages are
understandably low, as 7 in 10 smartphone owners
state they ignore all commercial SMS messages
and only 15% notice ads when surfing online on
their smartphones. However OCS proves that OOH
can make mobile messages far more appealing to
consumers.
35% of smartphone owners state they are more
likely to respond/click through to an SMS message
and 38% for a mobile advert if they had recently
seen a poster for the same brand.
This focus on discovering cross-platform insight is
important when identifying opportunities for utilising
Posterscope partnerships such as xAd.
Agree: Tend to respond
to ads sent to my mob
if appealing/relevant
10%
35%
Agree: Tend to notice
ads when surfing
internet on mobile
15%
38%
All smartphone owners
Primed with OOH
73%
Smartphone owners use mobile
search in OOH locations
55%
Look for information
on products/services
66%
Look for directions
“Eating out” is the most searched for category when
OOH, over indexing in London and amongst 15-44
year olds, females and those with children under 15.
eating out
Base: GB 15-75 years old, all smartphone owners
1110

7. New Technologies and Customisations
The ability to literally change the urban landscape
using a variety of physical and technical OOH
solutions has never been greater. OCS now identifies
11 customisations available to brands and measures
consumers’ noticeability towards these.
Lighting effects/illuminations and 2D/3D posters are
seen as particularly noticeable but all 11 solutions
achieve extremely high noticeability ratings - above 70%.
OOH customisations can also utilise content or
assets created for other media. For example, live
streaming content from sponsorship or experiential
events, or scented advertising which predominantly
features in magazines. Insight from OCS demonstrates
how there are opportunities to exploit multimedia
synergies. For example, those who notice magazine
advertising are also 18% more likely to find scented
dispensing posters noticeable, whilst those who enjoy
any form of gaming are more likely to interact with
digital screens.
1312
Lighting/Illumination
87%
Street Art/Murals
85%
2D Customisations
84%
Live Streamed Events
83%
3D Customisations
83%
Digital Interactive Screens
79%
Active Audio
79%
Lenticular Printing
78%
Passive Audio
77%
Scent Dispensing Advertising
71%
Augmented Reality
70%

8. Posterscope’s Out of Home Consumer Survey (OCS) illustrates that consumers are interested
in seeing dynamic content linked to different data sources such as social opinion or weather.
They also like the notion of making messages more relevant through time of day or day of
week advertising and importantly location is cited as the most interesting form of contextually
relevant messaging. This supports mobile research from companies such as Google, where 4
in 5 consumers state they want search localised to their surroundings and is further evidence
of how mobile and OOH complement one another.
However, the industry had been unable to articulate the incremental return on investment that
a dynamic campaign adds to a DOOH plan. OCS says people expect to see and are interested
in dynamic elements on DOOH, but does increased investment into dynamic impact positively
on key campaign metrics?
The dynamic difference methodology
A research model was built by Posterscope and Liveposter to test the dynamic difference
using the award winning platform VirtuoCity. VirtuoCity is a sophisticated driving simulation
which places respondents behind the wheel of a car in a virtual world, as they drive through
the suburbs and into the town centre. Respondents are exposed to computer-generated
OOH posters, and afterwards they answer a recall questionnaire. The great strength of this
methodology is that all elements are controlled within the virtual city with the only difference
between test and control respondents is the variable being tested - in this case dynamic and
contextually relevant creative.
The research had a robust sample of over 550 respondents, and aimed to measure the
dynamic difference in 3 different areas: Advertising Awareness, Message Memorability,
and Creative Credentials across 4 brands featuring dynamic and non-dynamic creative.
In order to contextualise the 4 test dynamic adverts, respondents were primed, before
watching the video, on the time of day, day of week, location and weather. They were asked to
pretend that they were driving home after work on a Friday in London, when the weather
was very cold. The research ran just before Christmas so all respondents were in a Christmas
mindset and a “night time” video was used to make the research as close to reality as possible.
The Dynamic Difference
Liveposter and Posterscope research
proves the dynamic difference.
14
Norms
2 dummy adverts
Two videos were
created in VirtuoCity:
Control video: viewed by
half the sample, featuring 6
brands on DOOH roadside
screens running non-dynamic
creative.
Test video: for the second
group of respondents,
featuring the same 6 brands
however 4 of the brands ran
a dynamic advert that was
contextually relevant.
All 6 adverts for both groups
featured non animated
creative reflecting the reality
of most roadside DOOH
screens. This also ensured
the only variable being tested
was the dynamic message
rather than movement.
Control - Non-dynamic adverts Test - Dynamic adverts
Norms
2 same adverts

9. The truest measure of advertising awareness is spontaneous awareness. Using dynamic
DOOH increased the overall spontaneous ad awareness by 18% when compared to the
non-dynamic test. Prompted ad awareness from the dynamic test was also 12% higher
versus the control. However recognition for the 4 brands that were being used as norms
was exactly the same, proving it had to be the dynamic DOOH increasing this
advertising awareness.
Respondents who recalled the adverts were also asked what it was about that particular
advert which made it memorable. Respondents exposed to dynamic DOOH were almost
3 times more likely to cite “relevant messaging” as the driver of this memorability.
Perhaps even more profound was that the dynamic effect was even greater for awareness
of the specific advertising message. 8 in 10 test respondents who recalled the advertising
were also able to recall the specific creative message / slogan which was over 50% higher
than their control counterparts, where 5 in 10 identified the correct message. Both test and
control results are very high considering this was based on only 1 exposure to the creative, but
truly demonstrates the power of contextually relevant creative at driving engagement and an
immediate understanding of the brand’s message.
Finally, respondents were asked to score the adverts against eight attitudinal statements that
included: “more likely to consider buying brand”, “makes an effort to talk to me” and “would
recommend/talk about it”. In every instance the dynamic message led to a positive increase in
response to the attitudinal statements. On average, the brand perceptions were scored 11%
higher with the respondents exposed to the dynamic messages.
The Results
Advertising awareness.
Message memorability.
Creative credentials.
16
Dynamic drives ad awareness
Dynamic enhances creative credentials
Dynamic drives message memorability
Test - dynamic
78%
0
1
2
3
4
5
6
7
8
More likely to
consider buying brand
Would recommend/
talk about it
Makes an effort
to talk to me
It makes me trust
the brand more
Is advertising
I like
Advert has
relevant message
Is aimed at
people like me
Is Innovative
17
+51%
Control
51%
More likely
to consider
buying brand
Would
recommend/
talk about it
Makes an
effort to
talk to me
Is advertising
I like
Advert has
relevant
message
Is aimed
at people
like me
Is innovative It makes me
trust the
brand more
Test
Control
Test - Dynamic
Control
+9% +9%
+7%
+12%
+9%
+10%
+10%
+25%
0
20
40
60%
80
100
Relevant Messaging
as Memorability Driver
Prompted Advertising
Awareness
Spontaneous Advertising
Awareness
33%
39%
75%
84%
15%
41%
+18%
+12%
+173%

10. Posterscope commissioned Dentsu Aegis Network to complete an analysis of their ICE database
(a collection of over 50 individual studies since 2010) to identify the effectiveness of OOH in
driving the core brand KPI of “purchase consideration / intent”. This study corroborates other
database research, such as work commissioned by the IPA and Les Binet, which demonstrates
how OOH campaigns excel in brand uplifts.
The study
Integrated Communications Evaluation (ICE) is an award-winning evaluation methodology that
is used by Dentsu Aegis Network to evaluate campaigns. ICE is a holistic methodology that
takes into account all touchpoints consumers have with a brand, and is specifically designed
to understand media channel effectiveness on driving brand KPIs. ICE identifies the
contribution of individual parts of the communications mix as well as other influences such
as brand experiences and competitor activity. ICE has won a number of awards, including a
silver Media Week Award in 2013, the Hollis Award for the best sponsorship research, and
Marketing Magazine Research Awards in travel, leisure, and entertainment category.
The most engaging way to bring the results to life is to use a sporting analogy which is
very appropriate for the ICE methodology. As illustrated opposite, several factors contribute
towards a brand’s KPI just as several elements determine the performance of an athlete.
For an athlete, genetics and the relevant training they have done throughout their lives will be
by far the largest contributors. This is very similar to a brand where “base” such as consumer
demographics or previous brand experience will predominantly determine consideration levels.
However, with our role as media planners, the main area under our influence is “media” just
like an athlete’s main area of influence is from their “current training program”. This may not
have as large a contribution as other elements, but is what makes the difference between
winning a gold medal and competing at a championship.
What is also apparent about this analogy is that it is similar in many ways to econometrics.
Brand sales, just like intention to purchase, are made up of a number of factors.
Media’s contribution to sales is often a similar small proportion, but it is the area which we
as planners have control and the ability to influence results.
The Results
The database analysis highlighted three key areas which demonstrated why OOH performs
highly at driving a brand’s KPI.
1. OOH is a broadcast, memorable medium with high recall levels driving brand KPIs efficiently
2. OOH has an amplification effect on other media
3. Creatively OOH is impactful on both large format OOH and when using contextual creative
The DNA of Success - A sporting analogy.
ICE Effectiveness Study
Database analysis of over 50 ICE
campaigns demonstrates OOH’s strength
at driving brand consideration and
maximising the advertising effect.
19
BaseOOH
Experience
Magazines
Radio
TV
WordofMouth
Competitor Activity
NEW
ICE DATABASE
ANALYSIS FOR OOH
Intent
P
urchas
e
Associations
ICE measures how different consumer touchpoints drive brand KPI’s
18
60.3%
23.1%
5.7%
5.7%
5%
BRAND KPIs
(Intention/Consideration)=
Brand

11. 1. OOH is a broadcast, memorable
medium that drives brand KPIs efficiently.
OOH is the 3rd
most recognised media, behind only TV and
TV sponsorship. This supports findings from many other
studies that OOH is a strong awareness driving medium.
Due to high ad awareness levels, OOH was found to be
the joint 2nd
biggest contributor to the overall KPI score.
OOH is also a very impactful and efficient medium at driving
brand KPIs. Impact is based only on those who have seen
the campaign and OOH was ranked the 2nd
most impactful
medium.
Similarly when cost is brought into the equation, OOH was the
2nd
most efficient medium at driving brand KPIs.
If we extend the sporting analogy to a ‘Media Medal’ Podium
at driving brand KPIs, OOH would be awarded Bronze, behind
Digital/Online in 1st
place and TV winning silver.
OOH was the most consistently performing medium,
suggesting it should be routinely included in the media mix.
The study demonstrated that of all the campaigns that
featured OOH, the media contribution was a significant 75%
higher. However it is unrealistic to allocate this much improved
media contribution all to OOH. Spend analysis demonstrated
that campaigns that featured OOH had a head start as overall
campaign spend was 62% higher than those without OOH.
Therefore to calculate the OOH Effect we brought all studies
to the same starting position and found that when biases from
campaign spend were removed from the equation, the media
contribution to a brand’s KPI was still 13% higher when
campaigns featured OOH.
TV1
SPONSORED TV2
OOH3
ONLINE/DIGITAL (PAID)4
RADIO5
PRESS6
DIRECT MAIL7
OOH is the 3rd
most
recognised media
Recognition =
Those who recall the creative (% respondents).
OOH
3 Silvers
1 Bronze
TV
2 Golds
6th
Place
7th
Place
ONLINE/DIGITAL
(PAID)
2 Golds
4th
Place
4th
Place
20 21
+62%
OOH used
OOH not
used
OOH HEAD
START
OOH used
OOH not
used
BRING TO
SAME
STARTING
POSITION
Media contribution +13% with OOH
+13%
OOH effect
OOH2
SPONSORED TV5
OOH is the joint 2nd
largest
contributor to the KPI score
RADIO2
TV1
PRESS3
ONLINE/DIGITAL (PAID)4
DIRECT MAIL6
Contribution =
The uplift towards the KPI
per channel.
OOH2
SPONSORED TV3
OOH is the 2nd
most
impactful media
RADIO7
ONLINE/ DIGITAL (PAID)1
TV6
PRESS4
DIRECT MAIL5
Impact =
Contribution per person for
those who recognise the
creative for that channel.
OOH2
SPONSORED TV6
OOH is the 2nd
most
efficient media
RADIO3
ONLINE/DIGITAL (PAID)1
TV7
PRESS4
DIRECT MAIL5
Efficiency =
Contribution score per £10k
spent for that media channel.
+62%
+75%
+13%

12. Delving deeper into the study demonstrated that
other media is more efficient and impactful in those
campaigns that featured OOH.
2. OOH amplification
effect - Other media
is more impactful and
efficient in campaigns
that feature OOH.
2322
Media efficiency analyses channel effectiveness at
driving KPI’s relative to the channel spend. The chart
opposite highlights that other media had a higher
media efficiency score when OOH was in the mix.
Again we can’t definitively say it is OOH that it is
driving all this, but it is indicative that OOH being part
of the mix is having an amplification / priming effect
on other media by making it more efficient.
Media impact is the impact of media channels on
KPIs amongst recognisers. The chart opposite
highlights that the media impact score across all
media, but particularly TV & Digital, was higher
in campaigns featuring OOH. The study cannot
conclude that OOH is driving all of these increases,
but you can be confident that when OOH is part of
the mix, it will have an amplification / priming effect
on the impact of other media.
OOH amplifies other media making them more impactful
OOH amplifies other media making them more efficient
TV Sponsored TV Online / Digital (Paid) Press
MeanImpactScoreMeanEfficiencyScore
OOH Used
No OOH
OOH Used
No OOH

13. From over 1,500 creative executions measured in
the study, OOH features in 3 of the top 10 most
impactful and 4 if you incorporate experiential. 2 of
these top 10 creatives were for large format OOH
campaigns which as you may expect would be
engaging and impactful due to their size and stature.
However, the study also identified that contextually
relevant creative was also very impactful. A small
poster advert featured in the top 10 as it was placed
in a very contextually relevant location - Benecol in a
doctor’s surgery.
OOH clearly performed in the top 10 but if you
extend this to the top 100 OOH still has the 2nd
highest number of most impactful creatives, as
seen below. Experiential has not been measured
in many ICE studies as it is usually very localised.
However deeper analysis demonstrated that amongst
recognisers it had by far the highest impact score
across all media, as you would hope to see due to
the engaging nature of experiential events.
3. OOH features in
three of the top 10
most impactful
creative executions.
Number of creative’s featuring in the 100 most impactful
2524
Summary
The ICE database analysis study clearly demonstrates
OOH’s strength at driving purchase consideration
and helps maximise the advertising effect. In the
grand scheme of things, media cannot always be the
highest contributor towards a brand’s KPI - but the
study demonstrates that OOH is a consistently high
performing media across awareness, contribution,
impact and efficiency and also amplifies other
media. In turn its inclusion in the media mix can help
turn a campaign from being competitive into a gold
medal winner.
0
5
10
15
20
25
Radio
Sponsorship
On PackPress
Advertorial
SocialWebLive EventRadioTV
Sponsorship
DigitalTVOOHPress
NB. Very few experiential studies in the
database but it is the most impactful
channel amongst recognisers.

14. 2726
It has now been over two and a half years since the official launch of Route in February 2013
and there was a desire then, just as there is now, to focus more on the audience than the
posters. James Whitmore, managing director of Route, summarised this as “we must think
from the point of view of the audience, not from the position of the poster.”
With a panel of 30,000 respondents and a questionnaire that identifies consumer
characteristics such as demographics, travel behaviour, media consumption, technology
ownership and attitudes, it has been possible to plan OOH campaigns against very specific
target audiences and select the best sites for reaching them.
What may not have been obvious however is that hidden within Route there lies an astonishing
amount of location-based consumer insight. However, in contrast to the above, to uncover
this you need to first focus on the posters and specifically their location. Here’s an example
to explain.
In order to uncover insights around who visits Oxford Street in London, the likely scenario is
that you would need search for existing information or conduct bespoke consumer research
to identify this audience and their characteristics.
However, within Route you have the ability to select all the poster sites that are situated on
Oxford Street (as in the map below) and then uncover the consumer characteristics of those
people exposed to these posters, based on their responses to the Route questionnaire.
So to bring this to life let’s focus on a specific scenario. A new store is launching on Oxford
Street and the brand in question wants to understand more about their potential audience.
The double page spread overleaf demonstrates just a fraction of the insight that can be
gained from Route about visitors to Oxford Street. Demographically they are young, mobile
(being 21% more likely than average to be regular internet users on their smartphone) and
interestingly a large number of them are people who work in central London, with Route
demonstrating that 42% of those who visited Oxford Street travel into central London over
50 times a year.
From a shopping perspective, 39% of Oxford street visitors frequent department stores a few
times a month, they are heavy clothes spenders and are far more likely than average to visit
stores like Debenhams, H&M, Top Shop and Oasis.
Thought Piece
A new route to uncover location based insights.
From a retail targeting perspective OOH is a location-based medium, and usually you would
target Oxford Street shoppers at the point of sale (POS) using proximity sites such as the
Tube at Oxford Circus or Bond Street, Roadside 6 sheets or central London buses or taxis.
However, this new analysis using Route allows us to identify where these visitors came
from allowing us to efficiently target our Oxford Street audience in new places. This enables
smarter planning by reaching this audience before the POS, maybe in the morning of their
shopping trip or during the week before their weekend shop. The map below highlights the
London hotspots where those who visit Oxford Street come from. This data can then be used
in conjunction with TFL data to isolate the interchange stations such as Victoria and Euston
that people who visit Oxford Circus are likely to travel through as well as the time of day they
are most likely to visit Oxford Street.
When you combine Route insights such as this with other planning insight such as Google
Adwords, you can really start to paint a picture of the Oxford Street shoppers’ journey and how
this may relate to a particular retailer. For example, from Route we know that 34% of those
who visit Oxford Street have been to Debenhams in the last 3 months. We then know from
Google Adwords that in December 2014, 38% of searches in London for “Debenhams” were
on smartphones. This increases to 60% for the search “Debenhams Oxford Street.” The high
proportion on smartphones suggests that targeting consumers when out and about before the
point of sale is important. Their response to such Debenham’s advertising may well be branded
search, often with a physical location such as Oxford Street in mind.

15. Oxford Circus
Bond street Regent st
Tottenham Court Road334 Oxford St 318 Oxford St 300 Oxford St
FLAGSHIP STORES
Bond Street Tube Exits
Oct-Dec 2014
Days Bond St
Mon 35,079
Tue 36,118
Wed 35,906
Thur 37,165
Fri 38,034
Sat 30,664
Sun 19,206
Male/Female Split: 50%/50%
Oxford Street Profile
UK shoppers & workers
Age % Oxford St % All UK Index
15-24 17% 15% 112
25-34 29% 17% 175
34-44 16% 16% 99
45-54 15% 17% 85
55+ 24% 35% 67
Oxford Circus Mon Tues Wed Thurs Fri Sat Sun
Exits 139,122 142,617 140,511 154,791 155,514 132,739 78,248
AM commuter PM commuterWeekend Shopper/Tourist
0
5000
10000
15000
20000
25000
0500-06000600-07000700-08000800-09000900-10001000-11001100-12001200-13001300-14001400-15001500-16001600-17001700-18001800-19001900-20002000-21002100-22002200-23002300-0000
Count
Time
Oxford
St
Avg
exit
per
day
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
2928
Creating
a Shop
Window on
Oxford St.
0
10
20
30
40
50
60
70
80
GapHouse of FraserTopshopZaraDebenhamsH&MJohn LewisM&S
Shops visited in last 3 months
House of
Fraser
GapZaraH&M TopshopDebenhamsJohn
Lewis
M&S
80
60
30
10
70
40
50
20
0
% Oxford Street
% All UK Shoppers
Oxford Street average exit per day

16. Mobile Insights
Optimising OOH
planning with location-
based social data.
Locomizer is an Audience Discovery Engine based
on geo-behavioural user interest profiling technology.
By looking at places and surroundings where
consumers tend to spend their time, the Locomizer
engine enables a new way of audience discovery
and segmentation. This is achieved through access
to raw social media data coupled with street-level
geographical data.
Posterscope’s partnership with Locomizer allows us to:
Client benefits include reaching their target audience
in new locations, influencing them ahead of time.
The visualisation (opposite) takes the alcohol
category as an example. By isolating bars and a
specific audience, for example Men 18-34,
Locomizer can infer other locations this audience
dwell (affinity areas).
These user behavioural patterns, based on historical
mobile data, can be mapped in Posterscope’s Planner
system and be matched to the nearest OOH sites.
This leads to a two-pronged approach: having OOH
sites in proximity to the bar as well as OOH sites in
proximity to the non-bar affinity areas.
This planning process ensures an extra level of
relevance and efficiency is applied to OOH planning.
The selection efficiency allows an ‘always-on’
presence for our target audience with greater
geographical penetration.
Proximity 6 Sheet Non Proximity 6 Sheet
31
Target audience definition
(e.g. High street
fashion shoppers)
Interest Affinity Score
for any given location
Locati
on
history(mobile)data
Pointsofinterest
database
Bar/Pub
30
• Profile people that visit a particular location.
• Find locations frequented based on audience profiles.
• Select optimal OOH locations highlighted by
incorporating data into Planner.

17. Admedia conducted primary research among 1,400 UK SME decision-makers through a
combination of an omnibus survey and face-to-face interviews, as well as sourcing various
official SME data. This provided valuable insight into SMEs and the challenges they face,
the MSA SME audience and the potential of maximising reach through MSA advertising.
SME’s Insight
• 99% of companies (5,236, 390) in the UK are classified as SMEs.
• SME Owners/Directors tend to have expertise in a particular field but face a challenge as
they are inexperienced in other key areas of their business such as IT, HR, Finance and
Telecoms. And whilst online research identifies relevant companies, 7 in 10 SME’s find it
hard to gauge how competent a company is from their website and 8 in 10 agree “new
suppliers are usually companies they were aware of before starting research” - Advertising
provides the solution.
• SMEs spend a lot of time travelling for work and over-index as heavy consumers of OOH
more so than heavy consumers of any other media.
• The majority (51%) of SME sales are located outside of their local area so travel is paramount.
• 82% SMEs are based outside of London.
MSAs reach and engage with SMEs
• 7 in 10 SME decision makers use MSAs of which 67% are owners/MDs. Frequent MSA
users, who visit once a week or more, are even more likely to be owners/MDs (87%).
• MSAs perform the role of not just a travel break but increasingly as a place of work and for
business meetings. 80% of SMEs state they are in a business mindset at SMAs providing
contextual relevance to target them with relevant advertising that could benefit their business.
• The MSAs SME profile differs to the general SME population who are made up
predominantly of “Sole Traders”. Whereas SMEs MSAs reach tend to be larger companies
with a higher share of SME turnover as well as companies that are more established, in
particular flourishing 4-9 year old companies.
For more information please contact Louise Fisher at LouiseFisher@admedia.co.uk.
Entrepreneurial
Less than 2 years
UK Population: 17%
MSA Population: 4%
Emerging
2-3 years
UK Population: 13%
MSA Population: 6%
Flourishing
4-9 years
UK Population: 26%
MSA Population: 43%
Concrete
10+ years
UK Population: 44%
MSA Population: 47%
ADMEDIA research demonstrates
Motorway Services Areas (MSA)
as the right time, place and mindset
environment for engaging SME’s.
32
0
10
20
30
40
50
60
70
80
MediumSmallMicroSole Traders
Sources: Admedia Research - BDRC Continental / Market Management, TGI, Department for Business Innovation and Skills,
Federation of Small Businesses, Guild of Travel Management Survey
Share of SME turnoverSME Motorway PopulationSME UK Population

18. Following on from Ocean’s 2013 Neuroscience
study that demonstrated premium OOH sites
eliciting a strong emotional response and a role in
priming subsequent exposure to OOH, a further
Neuroscience study was conducted to understand
whether the impact of DOOH could reach beyond
the OOH sector. Specifically if DOOH had a priming
effect on other media (i.e. exposure to one stimulus
influences the response to another stimulus).
A number of metrics were measured such as “attention”,
“engagement”, “emotional intensity”, “polarity of emotional
response”, and “long-term memory encoding” with the
latter being the key measure of focus.
This study consisted of 192 people split into test and
control groups, where some were exposed to DOOH
adverts and others were exposed to TV adverts from
the same campaign. DOOH was seen by walking
past it and the TV advert viewed in the background in
an experiment room before the start of the research
session. Brain response was then measured during
exposure to branded messages in magazines and on
mobile websites.
The results demonstrated that DOOH had a strong
priming effect for the same advertising campaign
on mobile (Index 148) whilst for TV this priming
effect was more pronounced for magazines (Index
127). This is due to a phenomenon known as the
“congruence effect” where the brain is very receptive
to the power of context, and plays a role in how we
respond to stimulus. DOOH ellicits a heightened
response to communication seen out of home whilst
on the go, just like mobile devices, whereas TV is
immersive and involves a sedentary state in the home,
just like magazine reading.
This new research demonstrates the priming impact
of DOOH extends beyond the OOH world and into
a wider media universe, but perhaps the greatest
learning is that this priming effect is particularly
strong when that second medium is encountered in
a similar environment.
For more information please contact Richard Malton
at Richard.Malton@oceanoutdoor.com.
Neuroscience research
highlights DOOH
priming effect on Mobile.
34
OR
AND
Read magazines with ads for Peugeot and Lynx embedded. Browsed websites
with Peugeot and Lynx ads embedded, and visited websites for those brands
Walk past DOOH site running ad for PeugeotWalk past DOOH site running ad for Lynx
Watch TV with ad for PeugeotWatch TV with ad for Lynx
35

19. Exterion media has continued to develop the urban audience insights provided through their
10,000 strong work.shop.play online panel. As well as the regularly updated category insights
provided through the panel, the dashboard includes analysis on consumer attitudes, behaviour
and habits in the finance and technology sectors. A new addition to the dashboard is the case
studies section, a collation of 39 ad-effectiveness case studies from the past 12 months.
In the past year, Exterion Media have built up a bank of case studies to demonstrate OOH’s
value in delivering a variety of brand metrics. Focussed specifically on London Underground
and bus formats, the case studies showcase campaigns across 13 different categories and
cover over 20 brands. Exterion conducted over 15,000 interviews in the process and have
grouped the studies to demonstrate different metrics including OOH impacts on brand
perceptions, purchase consideration, conversion, awareness and action. The case studies are
a great tool for demonstrating the effectiveness of OOH across multiple product categories
with different campaign strategies.
Exterion Media continues to expand its
range of urban audience insights through
its interactive dashboard and case studies.
Case studies.
The Tech Research Hub dashboard delivers fast, accessible and valuable insight across the
tech space, including gaming trends, mobile ownership and usage. Users are able to examine
the impact of various tech trends such as tablet penetration and the popularity of wearables
across various target audiences. Also included is an OOH Technology creative gallery for
brands across various sites and formats in London.
Exterion have recognised the importance of the finance category, particularly in London
which accounts for a large proportion of OOH spend across the category. They have collated
information spanning numerous financial sectors including mortgages, insurance products,
mobile banking, savings & investments, credit cards and current accounts. Similar to the other
dashboards, data can be analysed and visualised by audience with an additional summary
providing highlights for the key ABC1 25-44 London audience.
All of these insight tools and dashboards can be found at: http://insight.exterionmedia.com/.
Tech research hub.
Finance dashboard.
36 37
Drives
action
37% who saw the LU
ads for the haircare
product brand said they
were likely to buy this
product in the next
month (vs. 19% control).
Increased
awareness
Multiple visits to LU
stations improved ad
recall for the fashion
retailer, with almost ¾
of those who visited
4+ stations recalling
this campaign.
Brand perceptions are
significantly more positive
among those who saw
the car rental ads, with
48% agreeing that the
brand offers high quality
vehicles (vs. 9% control).
Improved
consideration

20. Classic OOH still accounts for around 2/3rds of all OOH
revenue and remains the best way of reaching the majority
of consumers for any broadcast campaign.
The availability of OOH insight and planning data sources
is greater than ever before and has resulted in classic OOH
campaigns that are not only broadcast in nature but are also
exceptionally well targeted in a term we now call
“smart broadcast”.
Classic Week demonstrated the benefits and
opportunities of Classic OOH including:
• Optimising campaigns using mData (EE) delivers
proven uplifts in ad recall, brand metrics & search.
A recent campaign for Microsoft Cortana used EE
data to optimise site selection of classic 6 sheets
The campaign featured 3 different creative executions:
food, holiday & sport, and by identifying mobile
hotspots on these topics of interest the relevant
creative was selected for each site. Ad recall in
these hotspot areas was over 60% higher.
For more information please contact Russell Smither at Russell.smither@posterscope.com or
Chris Felton at Chris.felton@jcdecaux.com.
• The ability to optimise campaigns using data such
as Experian or CACI to target specific audiences
based on where they live, work and importantly
spend across over 4,400 retail sectors, results in
highly targeted campaigns.
• As does using the Route questionnaire to optimise
panel selection against very bespoke target audiences.
• Classic OOH delivers an “always on” approach
but Touchpoints data and Route also demonstrates
days of week/time of day that GRPs are delivered
to specific audiences which enhances planning by
giving us an understanding of audience delivery.
• Classic OOH complements TV generating significant incremental reach especially amongst light TV viewers.
Brand metrics are also amplified amongst those exposed to both TV & OOH.
• Classic Formats are a high reach urban media with exceptionally quick cover build. 2000 roadside billboards reach 58% of all
15-34 year olds in just 7 days. This increases to a staggering 72% amongst 15-34 year olds who live in conurbations.
3938
Posterscope &
JCDecaux ‘Classic Week’
demonstrates the power
of smart broadcast.
Audience
16-34 Men
TV Only
(400 TVRS)
10% Off
TV Budget
(360 TVRS)
Reinvest
10% in
Billboards
Reinvest
10% in
6 sheets
TV & OOH
% pts. Increase
Billboards 6 sheets
Heavy TV
Viewers
76% 74% 84% 90% +9% +14%
Light TV
Viewers
66% 64% 78% 86% +13% +20%
70
84
72
58

21. Primesight, in conjunction with On Device Research, has launched Primemobile Live which is
claimed to be the first real-time reporting platform for OOH campaigns.
The online portal, which is open to Primesight’s customers, will provide instant access to
consumer feedback by reporting data on campaign awareness and resultant changes in
attitudes and actions as they develop during the campaign period, e.g. How long they saw
the poster, their impressions of the poster, what they were doing when the saw the poster
and what they did after seeing the poster.
Clients can access performance data on their campaigns at the critical time – whilst the
campaign is in display. Clients utilising digital displays can also use this real-time data to
establish a recommendation to change the weight of exposure, or to make creative changes,
which will optimise the display towards the most effective creative treatments, and therefore
benefit from improving ROI.
The portal updates every 10 minutes, ensuring you receive the most recent overview of
campaign performance.
“Primemobile Live has enabled Arla to measure and capture the interactions of the Skyr
campaign. This has allowed a better understanding of the response and engagement of
their activity earlier on, and for the first time given Arla the opportunity to analyse the impact
of different designs. Arla are very excited about the results and what findings it can unlock
to benefit future campaigns.” Elliot Devine – Senior Client Manager – Posterscope
Please speak to Lisa West for more information about access to the Primemobile Live Portal
on lisa.west@primesight.co.uk or call 0207 908 4398.
From outdoor site to your computer screen -
Primemobile Live delivering real time data for
your clients.
1940

22. To mark the official launch of Santander Cycles and
to drive cycle use, Posterscope, Clear Channel and
Carat created an innovative digital OOH campaign
in London using TfL’s cycle data and live-feed
technology via the Liveposter Platform. The DOOH
creative used location data to showcase the nearest
Santander docking stations to the Clear Channel
Adshel Live screen, whilst also using real-time bike
availability data.
This DOOH campaign is one of a few that not
only increases the visibility of the Santander Cycle
Scheme and Santander themselves, but also provides
a service for users by displaying bike availability.
At the same time Santander was promoting a
“Summer of Cycling” using classic 6 sheets
across London.
The research comprised of 600 respondents who
were interviewed face-to-face across London in
proximity to either a classic or DOOH site. All results
were weighted to Santander banking, general cycling
and Boris Bike usage in order to make the analysis
completely robust.
The research measured the “OOH effect” of those
seeing either OOH campaign, as well as measuring
the “Dynamic Difference” which compared respondents
who had seen only the classic “Summer of Cycling”
creative to those who had also seen the dynamic
cycle scheme creative.
42
Clear Channel and Posterscope’s research on
the innovative Santander Cycles campaign
demonstrates the Dynamic Difference of
using contextually relevant digital out-of-home.
The table below summarises the effect on key
Santander brand and advertising metrics.
Clearly the entire OOH campaign had a strong “OOH
effect” on the Santander brand and awareness of the
sponsorship. However, the research also proved the
additional benefit, the “Dynamic Difference”, of using
contextually relevant DOOH creative. Awareness
of Santander’s sponsorship increased by 6% and
average brand perceptions increased by 8% amongst
those seeing both the classic and dynamic creative.
Using dynamic OOH also made the overall campaign
more memorable with spontaneous advertising
awareness being 44% higher. Interestingly when
consumers were asked why they remembered the
dynamic creative, 4 in 10 stated it was due to the use
of relevant messaging, proving the dynamic element
of the creative was a key driver in Ad recall.
This Santander research is a live campaign example
that corroborates the Dynamic Difference findings
from the Liveposter VirtuoCity research undertaken
earlier in the year, as well as the latest OCS data
which shows that 79% of Santander’s London
audience are interested in seeing messages relevant
to their location, whilst 82% are interested in seeing
local information on Digital OOH.
believe that by sponsoring
Boris Bikes, brands are offering
a valuable service to Londoners.
agree that by sponsoring Boris Bikes,
brands encourage Londoners to
cycle which has health benefits.
8 in 10
Londoners:
43
Objective
OOH Effect
(Any OOH seen vs. All respondents)
Dynamic Difference
(Dynamic & classic OOH seen
vs. classic only seen)
Awareness of
Santander’s Sponsorship
+12% +6%
Spontaneous Brand Awareness +8% +8%
Spontaneous Ad Awareness +39% +44%
Brand Perceptions +19% +8%