NU: Grand Visual, now a leading global creative shop specializing in digital out-of-home advertising, is celebrating its 10th anniversary this year. What was the idea behind creating this company?
Neil Morris: Grand Visual was founded in 2005 with the belief that it could deliver real value by specialising in a ‘medium of the future’.
I remember seeing those first escalator panels at Tottenham Court Rd Station and admiring the sense of awe and wonder that they were instilling in the commuting public. They really captured the imagination and took advantage of what was clearly very valuable media ‘real estate’. Dan Dawson and I, having had some experience in digital advertising, saw the potential, but also the lack of digital out-of-home expertise in the market, and that’s why we founded Grand Visual.
In 2005, DOOH made up only 3% of the total out-of-home spend. For us, it was about realising the potential of an emerging medium; being there to help people see the creative capabilities of this new digital canvas and help it grow into what it is today.
NU: What was the founders’ professional background?
NM: My background was in TV, commercials and multimedia production and I had previously founded and sold a production outfit called Junction 7.
Dan Dawson’s previous expertise was in design and technology and how the two fuse together. He had spent his years before Grand Visual creating interactive and motion graphics for screen technology and events, and one day our paths crossed. The rest, as they say, is history.
FEPE, the worldwide association of outdoor advertising companies, has joined forces with APG|SGA, Clear Channel Outdoor, Exterion Media and JCDecaux to develop the first standardised industry approach to measuring digital out-of-home (OOH) audiences.
This unique industry collaboration comes in response to the continued global growth of digital outdoor advertising, estimated at 23% annually between 2007-2014, with further growth of 21% predicted in 2015.
The project will be presented at the forthcoming FEPE Congress, to be held in Budapest in June 2015, by two of the world’s leading experts in outdoor audience measurement: Urs Zeier, of Clear Channel Outdoor and Neil Eddleston of JCDecaux. They will talk about the project’s origins, aims, timelines and international scope. They will also be showing the specially designed virtual environment that is being created for the project and explaining how this will be combined with eye-tracking to provide advertisers with robust benchmarks to evaluate digital OOH alongside classic OOH in the globally accepted Outdoor media planning systems. Continue reading →
I spoke with Rodolfo Saccoman, CEO of AdMobilize, the company that recently launched a platform designed to raise the accountability of out-of-home campaigns to the level of online ‘pay-per-click’ advertising.
It is often forgotten that Google became the giant it is now largely due to the fact that it created an advertising system that went beyond the obscure ‘impressions’, directly to the ‘cost-per-interaction’ (pay-per-click) and ‘cost-per-transaction’ model. Online advertising suddenly started to make sense and became truly accountable, leaving the CPM model in the dust.
I have always supported the efforts to bring digital out-of-home advertising to the AdWords-type standard of accountability. Much of my work at BroadSign was dedicated to building the cost-per-interaction ROI mechanisms in the digital signage software.
NU: Why did you decide to create the AdBeacon? What specific problem does it solve?
RS: The AdBeacon® is a patent-pending product that provides a turnkey solution to a major problem: the lack of intelligent ROI metrics for offline advertising.
AdMobilize was founded for the purpose of bringing online-type accountability and insight to the world of out-of-home advertising. We believe our team has the ability to anticipate systemic bottlenecks 2-3 years ahead of their time and then come up with intuitive products that solve those problems.
The AdBeacon and AdDashboard® suite of products allow OOH and DOOH operators, advertising agencies, billboard manufacturers, and brands to determine how efficiently their ad dollars are being spent. Furthermore, our proprietary algorithms provide ways to target ads and measure their performance in real-time. These tools can be integrated with content management systems (CMS, aka digital signage software), and their data can be fed into demand-side platforms (DSPs) and data management platforms (DMPs). Continue reading →
DPAA Member Profile: media mea LLC – manufacturer of digital signs.
By Nurlan Urazbaev, commissioned by the DPAA.
Modern digital signs are much more than just a screen and software that runs content on it. A sign must also fit into the venue’s interior (or exterior), be user-friendly and safe to the people around it. It must also be protected against vandalism and other hazards.
Media mea’s expertise lies exactly in this field. The young, fast-growing company is specializing in manufacturing cutting edge digital signs, which are a combination of displays, software, enclosures and peripherals.
Media mea’s products meet the most stringent durability requirements. However, what differentiates them from competition is the quality of design. The company customizes the enclosures to fit the aesthetics of any environment, brand or color scheme.
Media mea’s products range from commercial touch screens of various sizes to all possible configurations of interactive indoor and outdoor displays designed as totems or kiosks. The company also designs taxi roof top screens, transparent displays, tablets, interactive tables, interactive LED floors, LED billboards and video walls.
Based in Columbia, SC, Media mea serves major international markets directly and via distributors, and has offices in the US, UK, Middle East and Asia. Continue reading →
The UK is the most innovative market in terms of creativity, technology, research and application of digital out-of-home advertising. That’s why we at Pikasso were very enthusiastic to host a conference with Mike Baker, a recognized expert in the Out-Of-Home field, with more than 25 years of experience in the sector. Mr. Baker had served as CEO of the Outdoor Media Centre, the UK’s promotional body for out of home advertising for four years.
The event, ‘Breakfast With Mike Baker’, took place in Beirut on the 21st of April and in Amman the following day, both at Four Seasons Hotel.
The topic of the presentation was ‘The Key Dynamics of the UK OOH Market’, and those attended included executives from advertiser clients, creative and media agencies. .
Mike attributed the success of the OOH sector in the UK to heavy investment by the media owners and confidence in the medium across a wide variety of categories.
According to Nielsen, 49 of the top 50 UK’s biggest advertisers used outdoor in 2014, and multinationals such as Coca-Cola, Samsung, Warner Bros, American Express, KFC and Diageo spent a quarter or more of their budgets on OOH. Continue reading →
Ahead of the OAAA-TAB National Convention + Expo in San Diego, which will take place on May 11-13, I spoke with one of the featured speakers, Mark Boidman, about the state of the DOOH industry.
Mark Boidman is a Managing Director at independent investment banking firm Peter J. Solomon Company (PJSC). He is widely recognized as a leading OOH Media and Digital Signage M&A advisor.
NU: What are the latest trends in media and how do they affect digital out-of-home advertising?
MB: The biggest trend is mobile advertising, and we’re certainly seeing an explosion in both mobile and online video. Both of those developments are going to help the digital OOH industry. A lot of that relates to DOOH being the bridge between the digital and physical worlds. We also see beacons as being a big trend in ad tech. Gimbal, for example, where I serve on the Advisory Board, is now deploying its beacon solution as a way to engage mobile users and also as a method of attribution and showing that DOOH works.
NU: What role does digital out-of-home media play in the overall media landscape?
MB: Unfortunately DOOH advertising is not a major segment of the media spend yet. That’s part of the problem and also the reason why we spend time in this industry. We believe in it, and we see it as something that should be a lot bigger. OOH advertising, depending on where your data comes from, is somewhere between a $7 and $7.5 billion industry, and digital OOH is a subset of that, call it $2.5-$3 billion in the US, depending on the source.
Being a small component of the overall $170-$180 billion US advertising spend, DOOH doesn’t play a large enough role in the media landscape. But our view is that over time, with technology being a friend to the industry and with other, traditional media channels continuing to fall out of favor, digital OOH should benefit from those trends and grow its share of the market. Continue reading →
The first time I heard of Vengo was a few weeks ago, following an announcement from the DPAA (Digital Place-Based Advertising Association), and I was surprised to learn about a new type of an interactive kiosk.
Vengo’s wall-mounted vending machines occupy only two square feet of surface and they are just six inches deep. A touchscreen advertises the products that are inside and is also used to perform a credit card purchase. Vengos can dispense tech items such as headphones and chargers, as well as gum, mouthwash, cologne and other ‘convenience’ goods, and they can hold 7-10 days’ worth of product.
The compact size of the sleek high-tech machines allows Vengo to bring the ‘corner store’ to where you are – office buildings, bars, doctor’s offices and even taxi cabs.
Miami Beach, Florida: AdMobilize®, an Internet of Things technology company that quantifies the physical world, has launched “AdBeacon®”, the world’s first “Plug and Measure” analytics platform for OOH & DOOH. A patent pending platform marries advanced object-detection software with easy to install hardware allowing operators and agencies to understand campaign performance in real time.
Russia’s largest international digital signage conference will be held for the fifth consecutive year in Moscow. It will take place on May 29, 2015 in Radisson Slavyanskaya Hotel.
Since its launch in 2011, the conference has become a popular forum where venue owners and digital out-of-home network operators can learn about the latest trends in digital signage technology, content strategy and successful installations and campaigns.
The conference reflects the rapid growth of digital signage networks across Russia.
Due to vast distances separating branches of corporate chains in Russia, digital signage is being increasingly recognized as the most efficient way of communicating promotional and advertising messages to customers, or informing and educating employees.
Digital signage is no longer a novelty in Russia. It has become widespread in retail, banks, restaurants, hotels, fitness clubs, sports arenas, transit and other public spaces. Anywhere you go, you run across promotional displays, interactive fitting-rooms, video walls, 3D way-finding kiosks, digital menus, media facades, digital billboards and other digital signage systems.
However, this is still just the beginning of digital signage adoption in Russia. As more and more venue owners decide to deploy networks, the demand for know-how and best practices guides is growing. The annual “Digital Signage – no alternative” conference is the place where you can gain that kind of indispensable knowledge. Continue reading →
The challenge of measuring campaign effectiveness has been one of the main hurdles preventing digital out-of-home networks from gaining the share of the advertising spend they deserve.
Edison Research is one of the leading companies working to overcome that challenge.
At the core of its OOH advertising research is expertise in in-person consumer polling. According to Director of Research Johanna Roche, since 2002 the company has conducted face-to-face surveys for OOH and now has experience in almost every imaginable venue.
“We measure opportunity to see, vehicle and advertising reach, dwell time and other audit metrics, as well as key effectiveness measures such as awareness/lift, usage and ‘willingness to consider’. We can also gather important demographic, psychographic and behavioral information about your audience or customers to help optimize current campaigns and inform future ones,” says Roche. Continue reading →