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Media Intelligence : 2009 - 2010
out of home ON OUTDOOR VISIBILITY LIFTING THE BAR The new Measurement of Outdoor Visibility and Exposure (MOVE) measurement system, to be launched this year, is widely considered to be one of the biggest innovations to hit Out of Home for many years. It is expected to bring Out of Home in line with other forms of media by offering a credible, industry-wide system of measurement that has seen rigorous investment and development in consultation with providers over a number of years. Aside from MOVE, Out of Home continues forward, embracing digital technologies such as Bluetooth and large-format digital screens while an ever-increasing number of providers are working with partners to provide cross-media solutions for clients. The launch of MOVE is expected to boost spending in Out of Home as it will provide robust and accountable fi gures to media buyer and planners. Innovation where content meets technology Brian Craighead MD, Prime Digital Media How are you integrating across media platforms? This is happening more and more for us. In November last year, we became wholly owned by the Prime Media Group and so we have sister companies of Yahoo, the Seven Network, Pacifi c Magazines and so on. A good current example is the Telstra Businesswomen’s Award, and it really is a great example of how integration works. What they are doing is using Seven and Yahoo! to launch it and for reach, then our network reminds people when they are out and about in the retail environment, then more television to talk about the winners, while magazines profi le the candidates and winners. We are seeing more and more integrations happening, partly because the economic environment means you have to be smarter What sort of technologies and innovations are you investing in and integrating into your products? 49 MEDIA Trends + Strategy p48-50,52_outOfHome.indd 48 p48-50,52_outOfHome.indd 48 3/7/09 12:03:36 PM 3/7/09 12:03:36 PM We made a decision about four years ago quite deliberately to be at the front where content meets technology and that meant trying to be fi rst to market with innovations in this out-of-home digital space. For us, OOH digital isn’t just plasma screens – they are part of it, but we are doing things that are interactive surfaces, or 3D screens. We are really trying to push the bar with this. Integrated innovations are going to happen more and more, and I like to think that we are known as the guys at the forefront of it. Has your selling proposition to both agencies and clients undergone any signifi cant changes, particularly in light of the economic circumstances? The thing we see more than anything is decisions being made at the very last minute. We are probably one of the few media where it is a good thing because we can design a campaign today, and have it live tomorrow if we can get the creative done in time. We would all like to have forward bookings, but the shorting isn’t that bad. It has become more of an opportunity because we have become an easy place to make a last minute decision. What are clients typically asking for in terms of research and how are you delivering? Generally speaking, what we are really delivering to an advertiser is a captive audience. Either they are in a store shopping, or they are in a captive environment. What advertisers want to know, with some level of confi dence is who the audience is, how they are behaving and how the message that we deliver to them is impacting. Are they paying attention to the screen? How is the perception being altered by what they are seeing? In some environments we have they are very much about sales uplift. So in a pharmacy environment, the media network is designed to drive sales and what research has to prove there, is if you push a message onto the screen, does it affect sales. So the research there is all about sales uplift at the till. In other networks – Boost Juice is a good example – which are brand environments, it’s really about how people feel when they are in that environment. Prompted recall, are they paying attention, do they feel like the brand message has got through, is it something that is helping the experience of waiting for your juice? What will the new MOVE measurement system mean for the industry? I think in traditional out-of-home (OOH), any sort of measurement that is consistent is going to be very positive. Everyone agrees that some sort of consistency is needed.
MT Resource 2010