Pepsi Max interactive digital OOH
OOH on its own is an incredibly strong advertising medium, however, when used in conjunction with other channels it’s been proven to extend the reach and effectiveness of a campaign.

Consumers today spend 70% of their time outside of their homes making out-of-home (OOH) advertising a prime channel for reaching your target audience. With a low CPM and high ROI, what’s not to love about the traditional channel?

OOH & Online Ads

You might think of these two advertising mediums as occupying two completely different worlds – one physical and one in cyberspace. But with 27% of our year spent online, both mediums actually do a pretty similar job of catching us in our everyday lives.

When OOH is combined with online ads, brands can elevate the effectiveness of their overall campaign by 31% and increase the overall reach by 68%. Used together as part of the marketing mix, these two channels thrive.

OOH & Mobile

Did you know there are more mobile phones in the world than there are people? We’re clearly obsessed with our handsets. So what happens when a relatively new channel like mobile is combined with a traditional channel like OOH?

According to recent studies, when OOH is combined with mobile it can increase a mobile campaign’s reach by 316%.

McDOnald's Waze Mobile and OOH Geofencing

A great example of OOH working well with mobile comes from McDonald’s in the US. They utilised mobile geofencing to retarget audiences through Waze (a GPS navigation software app). Displaying the same billboard creative within the app, as they were in close proximity to an outdoor ad. This approach saw McDonald’s earn 6.4 million mobile impressions and 1.9 million unique consumers in 8 weeks.

OOH & Social Media

With 45% of the total world population using social media, social is one of the most effective channels for targeting audiences. In its simplest form, the combination of OOH with Social Media could just be a hashtag on a billboard, however, there is a multitude of ways that these channels can work to complement each other.

In 2014, Pepsi Max launched “Unbelievable,” a campaign that beautifully combined digital OOH (DOOH) with Social Media. Featuring an Augmented Reality DOOH stunt, the brand earned over 50 million views online, as well as news coverage and countless awards.

When OOH is combined with Social Media, it amplifies and extends the reach of a campaign from a physical to a digital level. Results from Talon’s 4th space research saw a 48% increase in consumer action when digital OOH was added to a social plan.

OOH is a great amplifier, and when added to your marketing mix as part of a comprehensive strategy, increases campaign performance.

Spotify has joined forces with country singer Maren Morris to celebrate strong women, in a socially driven digital OOH campaign that launched on International Women’s Day.

The digital OOH activation coincides with the release of Morris’ second album ‘GIRL’, bringing a powerful female perspective to the predominantly male country music scene.

Spotify Maren Morris Digital OOH

#ShareYourCrown amplifies Morris’ custom Snapchat Lens which was debuted by the artist during a takeover of Spotify’s Snapchat channel. The special lens invites fans to take a picture of themselves and other important women while wearing the singer’s signature crown. These images were then shared online via the hashtag #ShareYourCrown.

Conceived in-house by Spotify’s creative team, the dynamic digital OOH activation was produced by Grand Visual. We monitored the hashtag across social media channels in real-time and published fan-generated photos to multiple iconic digital billboards across New York City, Dallas, Los Angeles and Toronto.

Spotify Maren Morris Digital OOH

The digital Out of Home campaign champions powerful women by capitalizing on the positive social media buzz. This extends the reach of #ShareYourCrown to OOH audiences’ across North America in time for International Women’s day.

mcdonald's digital ooh
The McDonald’s Big Mac range is back and it’s even better with the addition of bacon, but our latest digital OOH campaign asks – is it still a Big Mac?

As well as adding bacon to the classic Big Mac, McDonald’s have also brought the Mac Jr. and Grand Mac back and added bacon to them too! It’s the first time the brand has changed its statement recipe in 51 years and it’s definitely got the nation talking. To fuel the debate, McDonald’s have launched a live poll across social channels and OOH with contextual call-outs and live poll results.

McDonald's Digital OOH

Created by Leo Burnett London and produced by Grand Visual, the OOH creative features a hero image of the limited-edition Big Mac Bacon “to be enjoyed until 19th March.” The live poll garners opinions across Twitter, Facebook and Instagram, asking the audience, “which side are you on?”

OpenLoop processes the real-time results from Mention Solutions’ API, and displays the percentage results for #NotABigMac versus #StillABigMac live across digital OOH screens in London, Nottingham, Cardiff, Newcastle and Liverpool.

McDonald's digital OOH

We all know and love the Big Mac burger, so it’s a great campaign for meat fans inviting them to engage and share their opinion on the new recipe. The campaign is driven by real consumer engagement and the localised call outs to have your say keeps the campaign contextual, fresh and relevant.

Ric Albert, Creative Director at Grand Visual

*Article first appeared on the Brand Republic Wallblog 5th February, 2016

Back when this all began in 2005, and the first run of screens launched on the London Underground, DOOH stakeholders were keen to see the premium ad-revenues rolling in for this new turbo-charged Outdoor offering.

Many in the industry thought DOOH would boost Outdoor’s overall market share by deflecting existing budgets away from display and mobile advertising, and this could explain our relative antipathy in the beginning.

Fast forward to 2015 and the mood couldn’t be more different.

We in DOOH now sit comfortably alongside digital and mobile, courting some sort of harmonious digital threeway for clients, inviting them to sample our wares collectively.

This just wasn’t possible in the past. Outdoor was a completely separate discipline, a different mode of communication.

Today, thanks to heavy investment in data, technology and infrastructure, DOOH is agile and connected. It shares the same DNA as online and mobile – able to deliver instant, targeted, location specific information to people on the move, and this synergy is producing some exciting results.

Digital threeway: DOOH, display & mobile

Display has long been the most attractive player in this love tryst. An easy decision for traditional agencies to make out with. So DOOH and mobile have synergised to complement Display, and help drive market share across all Digital.

A good example of this new symbiosis was Google’s landmark pilot scheme ‘Google Outside,’ powered by SoLoMo, it displayed geo-targeted search data from the engines data farm to provide information about local attractions, points of interest, and tailored results to the exact location of each screen, the time of day and even the weather.

Data is where it’s at

Spending on location-targeted mobile marketing campaigns is rocketing. By 2017, it’s set to reach $10.8 billion, a whopping 52% share of all mobile ad spend.

But, now the ‘Lo’ in SoLoMo can also be delivered by DOOH. We know where the DOOH site is, the audience it attracts and can exploit the Context Effect, by providing dynamic, data-driven and locally relevant information to the same mobile consumer. Only on a larger, high-impact, and public scale.

Marketers can double up their efforts and create powerful, cross platform, geo-targeted campaigns. Again, Google has been blazing a trail here when it experimented with the use of ad technology to buy and automate campaign workflows alongside OpenLoop for creative fulfilment – a really significant milestone for the Outdoor advertising industry.

Again, programmatic campaigns have been happening online for a while now but recent moves towards making the DOOH market programmatic, in terms of creative fulfilment and also on the buying side are helping to accelerate this shift, towards a more active, cohesive and relevant future.

Interaction & social shareabilty

It’s not just dynamic ads of course, interactivity on DOOH has embraced mobile. There is a myriad of ways in which this marriage can work – mobile as remote control, UGC conduit, bluetooth beacons, Wi-fi spots, QR codes and social interaction, the list goes on….

And then there’s co-creation of course. Using your mobile, to control and curate a DOOH screen, and creating a piece of content that is pushed back to your device for social sharing.

This is a biggy. Brands using DOOH to amplify their online and social media activity to broadcast level audiences and vice-versa – digital strategists using innovative DOOH activations to provide content and talkability for digital and channels.

DOOH is becoming aligned and in sync with online and social.

The way ahead

This is an exciting space to be in and these are just a few of the ways in which SoLoMo is benefiting from the growing congruence of digital, mobile and DOOH. Great things are happening. SoLoMo 2.0 is here. It’s getting steamy. And we don’t even have a safe word.

Last weekend, Age UK launched the #NotByMySelfie campaign, part of their ‘No one should have no one’ messaging which is aimed at raising awareness around social isolation of the elderly. The campaign was brought to life on Digital Out of Home screens in major centres across the UK.

Members of the public were encouraged to post photos of themselves with elderly people on Instagram and Twitter, including the hashtag #NotByMySelfie. Through the OpenLoop platform, these photos were collated, moderated and incorporated dynamically into the campaign creative.

Marianne Hewitt, Head of Brand at Age UK, said:

“Through our #NotByMySelfie we want to connect with the public in a fun and creative way to help raise awareness of the fact that so many older people are facing later life alone. We’re already seeing celebrities and the public getting involved and hope it will continue to inspire people of all ages to show their support by this simple action.”

The campaign ran on Ocean Outdoor’s GRID network. Grand Visual worked with Talon Outdoor alongside creative agency Karmarama and Age UK to produce the campaign.

A photo of the Branded Cities dynamic DOOH activation in Times Square during New York Adweek

Branded Cities and Grand Visual have teamed up to create a dynamic DOOH campaign targeting creative agencies, media buying agencies and advertisers attending Adweek in New York, 29th September to 3rd October.

The campaign will run 40 times per day throughout Adweek on Branded Cities’ Nasdaq and Thomson Reuter’s digital sites in Times Square. It will feature a call to action for Adweek attendees to submit either an Adweek selfie, or text an update including their name, agency and #BCNAdweek. Submissions will appear instantaneously on the sites demonstrating the power of large format digital for social and interactive campaigns.

The agency with the most participants over the week will be rewarded with campaign space for themselves or their clients to use. They will also be featured as a winner on the boards themselves, giving the winning agency valuable exposure and highlighting the powerful reach of the sites.

Grand Visual, which opened in New York earlier this year, created the “live” feed updates via its OpenLoop management dashboard. This technology allows real time social interaction and showcases the OOH medium as the perfect vehicle for an interactive/social campaign.

Tim Kennedy, President, Eastern Region for Branded Cities Network said: “This campaign will show off the brilliance and interactive/full motion capabilities of the Nasdaq and Thomson Reuter’s digital screens. We’re looking forward to seeing how Adweek responds and to sharing the results.”

Ben Putland, COO of Grand Visual said: “We were delighted to be able to work with Branded Cities to deliver a campaign that will allow a huge number of people to get involved and, potentially win a fantastic prize. It is also a chance for us to show our target audience how our OpenLoop technology can be a hugely useful tool in creating immediate impact for an OOH campaign.”

A photo of the Branded Cities dynamic DOOH activation in Times Square during New York Adweek

Click here to download a PDF of the press release.
Click here to download a Word format version of the press release.

Dove Ascot Ladies Day group having their photo taken

The Dove Invisible Dry campaign kicked off with a tactical digital experiential event at Waterloo station to coincide with Royal Ascot’s Ladies Day.  Taking advantage of one of the most fashionable days of the year, women heading to Royal Ascot were offered the chance to have a professional photograph taken.  

Grand Visual developed a custom tablet app that live-streamed selected images via OpenLoop to Motion@Waterloo. Experiential staff took a photo, and could then select or type a line of copy to be showcased to the busy station concourse, and shared across Facebook.

A live infographic displayed the spread of colours commuters were wearing on the station concourse, and was updated in real time.

Callum Galloway, Dove deodorants brand manager, added: “We are very excited to be working with Kinetic Active and Grand Visual on this unique activation. It is an amazing opportunity to bring this colourful campaign to life using ground breaking technology.”

The event was conceived and planned by N2O, with media planned and booked by Mindshare and Kinetic. Digital production was by Grand Visual.

Netflix, the on-demand streaming service for watching TV shows and films, has launched a socially enabled Digital Out of Home campaign targeting students across the UK. The campaign entices students to interact by posing regular questions alongside a University specific Twitter hashtag and features localised replies on digital 6-sheets across 36 UK Universities.

The campaign consists of 6 different executions and poses questions on a range of popular themes from horror and superheroes to hit TV series Breaking Bad. For example, in Manchester students are told “There’s a haunted shed full of horror titles on @NetflixUK but which one gets Manchester students hiding behind the sofa? Join in at #NetflixUoM”. Both questions and Hashtags are regionalised and replies are geo-targeted in a University specific playout powered by OpenLoop.

The Digital Outdoor campaign is produced by Grand Visual, planned and booked by MEC and Kinetic with creative from Feref. The Twitter activity is managed by We are Social and delivered using the OpenLoop dashboard to a national network of on-campus screens provided by Redbus and Popcorn Outdoor. The campaign will constantly evolve staying fresh and relevant throughout the eight week booking period and will be supported by linear content as well as a static poster campaign.

This week Levi’s launched a Digital Out of Home campaign to promote #MakeOurMark, the global art project which aims to connect local communities through social, musical and video interaction. The outdoor campaign launched ahead of Levi’s London event “A Journey to the Modern Frontier,” to help build excitement and anticipation about the collaborative art project.

Grand Visual produced the campaign which featured Levi’s latest collection alongside Solari boards reading “Equipped for the modern frontier – Levi’s Go Forth.” The creative included the Twitter hashtag #makeourmark to encourage up-and-coming creative talent across the UK to contribute words, images and videos through social media.

The campaign was planned and booked OMD and Talon Outdoor and ran across Clear Channel’s national network of digital bus shelter screens.

UKTV Interactive digital ooh

Today, Gold, part of UKTV’s network of award-winning channels, is launching its biggest integrated campaign for 2013 with a three-day activation at Westfield Stratford, created by Initials Marketing with interactive production by Grand Visual.

The ‘Ave A Giraffe’ push, based on cockney rhyming slang ‘have a laugh’, targets 35-54 BC1C2 viewers in the UK with the aim of increasing engagement with the channel, making it a destination channel to watch with the whole family.

The activity, which kicks off this Friday (27th), includes a fixture in the form of a bathroom complete with sink and toilet pods as well as a large 103” plasma screen featuring an animated giraffe sat in a bath full of bubbles. Brand ambassadors, dressed in Gold branded giraffe onesies, will encourage shoppers to take part in a competitive game of ‘Ave A Giraffe in the Bath’ for the chance to win a 42” smart LED TV and home cinema system.

To take part, consumers must submit their name and email address via a Nexus 7 tablet positioned at the sink pod. To play, they must sit on toilet pods using a tablet embedded in a newspaper. Players must compete in pairs, selecting their tool of choice from a toothbrush, loofah or soap bar, and using it to burst as many bubbles as they can in 60 seconds. As the bubbles are popped, the giraffe reacts in a humourous way. Games are streamed on the big screen, controlled from the iPad.

On completing the game, consumers receive an email encouraging them to share their experience and score via their Facebook page or on Twitter. Every consumer that plays the game will receive a Gold branded rubber giraffe duck to serve as a continued reminder of the brand when the consumer returns home. The player with the highest score from each day will win the top prize.

The creative technology solution uses Grand Visual’s Agent system, a platform developed to allow interaction between a tablet (and mobile) device and digital out of home screens.