Posted by: Posterscope SA | August 4, 2011

47% of us notice cellular adverts

Posterscope South Africa, the country’s leading Out-Of-Home media agency, recently launched its second Out-Of-Home Consumer Survey.  OCS 2 aims to reveal consumer behaviour in direct correlation to Out-of-Home advertising. One of the main sectors the survey aimed to provide insights for is the cellular phone sector.

“Cellular phones are now almost a standard commodity across all income levels, and have become a major talking point amongst consumers, especially in view of the ever-increasing popularity of social media and networking,” said Erik Warburg, Managing Director of Posterscope South Africa. “People’s interest and desire to have the latest technology increases in line with the constant evolution of cellular technology, thus cellular advertising has become very popular in keeping people up to date in terms of what new phones are out there.”

  • 47% of people tend to look out for cellular adverts.
  • 53% of people who tend to look out for cellular adverts are students.
  • 46% of people who look out for cellular ads are employed full time.
  • 45% of people who look out for cellular ads are self-employed.
  • The majority of people who tend to look out for cellular ads are based in Mpumalanga (55%).
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Posted by: Posterscope SA | August 3, 2011

Gillette Razors

We clearly need to be reminded not to miss out on our depilation – reminded well and good, and Gillette undertook the task with a flourish. Gillette’s own advertising agency, BBDO, arranged for the production of some thousands of towels with male and female bodies outlined and cutouts done in the places where we have to fight body hair (the pubic areas chiefly). Then, on a set day, those towels were strewn everywhere all over Germany where the grass grows.

This ingenious use of the grass brought the creative agency a Cannes Bronze Lion for “best use of ambient media, small scale” – a well-deserved award. And while quite a lot of people are sure to take a close examination of their bodies the next time they get undressed, they will also remember that the BBDO towels bear the legends Gillette Venus and Fusion prompting what razor blades can better perform the services needed. Don’t let the grass grow too tall!

Posted by: Posterscope SA | August 1, 2011

Virtual Fitting Room Mirror

There have been several attempts over the years at using augmented reality and mirrors to allow retail customers to try on virtual clothes.  This installation from TopShop in Moscow is of much better quality than many previous applications and the gesture based interface also makes any lack of realism seem much more acceptable.

 

 

 

 

 

Posted by: Posterscope SA | July 26, 2011

CONSUMER SURVEY REVEALS STUDENT HABITS

Posterscope South Africa, the country’s leading Out-Of-Home media agency, recently launched its second Out-Of-Home Consumer Survey  OCS 2, which aims at revealing consumer  behavior in direct correlation to Out-of-Home advertising.

“The student market has always been a large target market for most brands, and yet it has always been a challenging market to reach effectively. Various insights from OCS 2 ensure that marketing in the Out-of-Home sphere is directed at the people who have the buying decisions, and who are receptive to your message,” said Erik Warburg, Managing Director, Posterscope SA.

 

A sample of 3000 people were interviewed, including many students, and some interesting facts can be divulged:

 

  • 96% of students are single.
  • 25% of students earn R 2,500 a month whereas over half do not earn an income at all (pocket money excluded).
  • 67% of the grocery shopping is done by their mothers, and when students hit the malls, 34% of them do so over weekends.
  • 50% of students use taxis to get to class.
  • Over 80% of students notice Out-Of-Home advertising on billboards, street poles, through free samples and through newspaper posters.
  • It has been revealed that they are thinking about families, studies and breakfast whilst commuting to class; over lunchtime they are thinking about  friends, what to eat for lunch and shopping ; and on the way home they are thinking about what do to that evening, family and what to watch on TV.
  • Compared to two years ago, students are spending more time on their cell phones, with family and friends and listening to the radio, and less time reading newspapers, watching TV in the week, exercising and going to the cinema.

 

About OCS

Posterscope’s OOH Consumer Survey (OCS) is the world’s most in-depth study of consumer behaviour in relation to OOH communications and has over 3,000 respondents in SA. Audiences can be segmented attitudinally, behaviourally, or demographically and analysed by environment, with a level of detail unavailable through other syndicated research systems.

New for OCS 2

OCS 2 contains updated data regarding technology use, direct benchmarking against other above-the-line media such as TV and print, more industry specific data (including Automotive, Financial, Alcohol, Snacks, Soft Drink, Communication, Electronic and Travel) and how media actually influences buying decisions.

Posterscope, South Africa’s leading Out of Home media agency, has launched OCS 2, their second Out of Home Consumer Survey. OCS 2 is the world’s most in depth study of consumer behaviour in relation to Out of Home advertising.  The first OCS study was launched in 2009 and 2011 sees additional insights being tabled including updated data regarding technology use and direct benchmarking against other above the line media including print and television.

“Consumer insights are a very important facet in making media decisions and historically these insights have been based on assumptions,” said Erik Warburg, Managing Director, Posterscope South Africa. “With OCS 2, the sample of people surveyed is very comprehensive thus these insights are very accurate and will add tremendous value to agencies and companies using Out of Home advertising as their preferred medium.”

Some of the latest insights include:

·      50% of tertiary education students rely on taxis as their mode of transport and a mere 8% drive cars.
·      3 out of 4 males agree that billboards on the main road are influential.
·      76% of students take note of billboards when they are static in traffic.
·      4 out of 5 females between 18 and 24 have been influenced into buying something from electronic billboards inside a grocery store.
·      3 in 10 will respond after seeing a billboard which has an SMS to reply to.
·      Over 70% of women have bought something in a clothing store because of an electronic advert in the store.
·      Over 85% of women trust advertising in shopping centres.
·      1 in 2 males are spending more time on their cellphones than 2 years ago.
·      1 in 4 males think about their finances on their way to work, and 1 in 4 males think about what to eat for dinner on their way home from work.

  

 


About Posterscope South Africa

Posterscope is the world’s largest out-of-home communications agency, with offices in 21 countries. Posterscope is at the vanguard of cutting edge developments in out-of-home (OOH) such as digital, interactivity and experiential.

In South Africa, Posterscope’s mission is to grow OOH to 10% market share of total advertising spend in the next 5 years (currently sitting at 4.6%). At present, the company has approximately 20% of South Africa’s OOH spend under its management, positioning Posterscope as an influential leader in this fast growing category.

By helping clients understand what consumers are thinking and how they are spending their time, and by enabling them to communicate with consumers at the right moments and in the best way, Posterscope leads the way in enhancing the effectiveness of campaigns and increasing the media value that advertisers achieve.

Furthermore, Posterscope has developed PRISM Benchmark, Forecast and Creative, a proprietary set of tools that ensures that Posterscope delivers the best price against tracked market movements gaining further advantage for their clients, whilst allowing them the opportunity of seeing their “Creative Design” in situ, pre-campaign.
No one in this sector offers greater accountability than Posterscope.

About OCS

Posterscope’s OOH Consumer Survey (OCS) is the world’s most in-depth study of consumer behaviour in relation to OOH communications and has over 3,000 respondents in SA. Audiences can be segmented attitudinally, behaviourally, or demographically and analysed by environment, with a level of detail unavailable through other syndicated research systems.

New for OCS 2

OCS 2 contains updated data regarding technology use, direct benchmarking against other above-theline media such as TV and print, more industry specific data (including Automotive, Financial, Alcohol, Snacks, Soft Drink, Communication, Electronic and Travel) and how media actually influences buying decisions.

Posted by: Posterscope SA | July 21, 2011

GOOD WORK/ July 2011

Posted by: Posterscope SA | July 19, 2011

Billboards Go Wireless in Rwanda

Rwanda’s largest billboard company has inserted a 3G dongle into some of their spectacular billboard sites in Kigali, Rwanda. This was done to promote Rwanda’s largest mobile operator’s 3G data offering. The billboards have been strategically located at key landmark locations in order to encourage more usage of the data service.

 

It can be said that this new technology is resulting in the fragmentation of traditional media outlets and is making it easier for audiences to tune out a message with the click of a button. As the demand for Outdoor is increasingly high and with new technologies the industry continues to grow. This phenomenon is definitely a testament that Outdoor advertising is the one remaining mass medium – we are ALWAYS ON! 

Posted by: Posterscope SA | July 15, 2011

Posterscope Worldwide opens Nairobi Office

Posterscope Worldwide, the world’s leading Out-of-Home Media Agency has today formally launched its Nairobi office which will also act as the headquarters for the greater East African region. Kenya is the 23rd market globally that Posterscope is venturing into and the second after South Africa in Sub Saharan Africa.

Mr. Christian Skipper, Posterscope Worldwide International Development Director said that the decision by the global giant to venture into Kenya was necessitated by the growing influence and economic strength presented by the East African Community and Kenya being the regional hub presented a natural choice for the office location. He further lauded the remarkable economic recovery exhibited by the country in the wake of the post poll chaos and the global economic slump.

 

“Kenya is a significant market for us and our multinational clients as is exhibited by the fact that it is the second market we are venturing into in Africa. We are indeed very excited to be here and I want to assure you of our commitment to this market,” said Mr.Skipper.

Posterscope is a dedicated Out-of-Home Media agency which prides itself on offering its clients new generation, exciting and innovative Out-of-Home media solutions. With people spending more time out of home and becoming more demanding in what they expect from brand communications, new age advertisers need to be thinking about how intelligently their Out-of-Home communications and platform selections are.

 

The entry of Posterscope Kenya into the Kenyan market promises to revolutionise the way Out-of-Home advertising is done. Further, George Mugendi, Managing Director Posterscope Kenya adds that besides offering innovative Out-of-Home Media solutions, the company will also provide data on particular Out-of-Home sites and platforms to enable clients to make informed decisions and justify Returns on Investment.

 

“Nowadays, brands want to know detailed specifics on their prospective Out-of-Home investment. Where is my billboard in proximity to my audience and competitors? Who will be looking at my billboard, and when? Is my target audience actually seeing my message? What will my billboard look like as I drive around that bend? Thankfully, Posterscope’s proprietary tools take the guesswork out of Out-of-Home investment.” said Mr. Mugendi.

Using tools such as GPS mapping, comprehensive Out-of-Home competitor analysis and billboard campaign previews on a site by site basis, Posterscope is able to make strategic recommendations to Companies looking to invest in the Out-of-Home space.  Posterscope plans on rolling out its Out-of-Home Consumer Survey in the next year, which will deliver insights into consumer perceptions about Out-of-Home Communication and media space which will help to further inform Communication planning decisions.

Posted by: Posterscope SA | July 13, 2011

THE REDUCTION IN ADVERTISING BUDGETS OFFERS OPPORTUNITIES

Strategic advertising spend encouraged but accurate insights are what is needed

It is no hidden fact that brands across the globe are tightening their marketing budgets. Many brand managers are up in arms at not being able to be as liberal with their advertising spend as they are used to. In fact, this is a wakeup call for the advertising industry and the budget cuts are not necessarily a bad thing. The reduction in budgets has enforced more strategic planning in terms of a “less is more” approach. Maximizing the effectiveness of our advertising spend with the small amount of money that we have has now become a common request.

Therefore media owners in all formats have to now, more than ever, justify their presence and why their platforms are the most effective for the brands they are negotiating with.  Historically the transaction between agency and publication or media owner has been short, sharp and to the point and, if the truth be known, millions upon millions of rands have been wasted on advertising placement where little strategic thought has been put in place with no direct benefit to the bottom line.

Out-of-Home advertising is a medium that has been around as long as time. It has always been a no-brainer for brands to merely purchase a billboard on the highway because people drive by it to and from work every day and are bound to see it.  Nowadays, brands want to know detailed specifics on their prospective Out-of-Home investment. Where is my billboard in proximity to my competitors? Who will be looking at my billboard, and when? Is my target audience actually seeing my advert? Why should my billboard be in a township as opposed to a major freeway? What will my billboard look like as I drive around that bend? Thankfully, there are now tools in place that can give a very close indication of the effectiveness of an Out-of-Home advertising campaign.

Posterscope has been ahead of the game in terms of capturing data pertaining to every single billboard that it purchases on behalf of its clients. Various tools (known as the PRISM tools) enable the company to answer the aforementioned questions with confidence.  GPS locations, comprehensive Out-of-Home competitor analysis and billboard campaign previews are just some of the tools that Posterscope uses when making strategic recommendations to Out-of-Home advertising buyers. The advertising industry is lapping up these insights simply because their strategic planning when placing adverts is being justified by a set of predicative tools that have the ability to forecast the success of an Out-of-Home campaign and justify the investment.

Aside from their hands-on PRISM tools, Posterscope has gone one step further to revolutionize Out-of-Home advertising with the introduction its Out-of-Home Consumer Survey (OCS). The survey has given in depth insights to consumers’ thought patterns and directly correlated these to their awareness and perceptions of Out-of-Home advertising.  What are consumers thinking when driving to and from work? How are they feeling when walking through a shopping mall? Where and when are consumers most likely to take note of a billboard? The OCS survey is just one more element that assists media buyers in making the correct strategic Out-of-Home purchasing decision.

To conclude, a reduction in advertising spend has encouraged a more strategic allocation of marketing budget.  For the strategic planning process to be simply more strategic, tools such as PRISM are needed to give an accurate forecast on the predicted effectiveness of the campaign’s purchase. Media owners therefore need to pay attention to detail regarding their Out-of-Home products as the detail will be under scrutiny when it comes to purchasing decisions to be made. Decision makers and brand managers need to make use of the tools available to them as every cent of their financial investment counts and has to be justified.

About Posterscope South Africa:
Posterscope is the world’s largest out-of-home communications agency, with offices in 21 countries. Posterscope is at the vanguard of cutting edge developments in out-of-home (OOH) such as digital, interactivity and experiential.

In South Africa, Posterscope’s mission is to grow OOH to 10% market share of total advertising spend in the next 5 years (currently sitting at 4.6%). At present, the company has approximately 20% of South Africa’s OOH spend under its management, positioning Posterscope as an influential leader in this fast growing category.

By helping clients understand what consumers are thinking and how they are spending their time, and by enabling them to communicate with consumers at the right moments and in the best way, Posterscope leads the way in enhancing the effectiveness of campaigns and increasing the media value that advertisers achieve.

Furthermore, Posterscope has developed PRISM Benchmark, Forecast and Creative, a proprietary set of tools that ensures that Posterscope delivers the best price against tracked market movements gaining further advantage for their clients, whilst allowing them the opportunity of seeing their “Creative Design” in situ, pre-campaign.

No one in this sector offers greater accountability than Posterscope.

About PRISM Tools:
Posterscope South Africa, SA’s leading out-of-home advertising agency, has taken the art of buying out-of-home exposure a step further. The introduction of the Prism Benchmark Tool enables Posterscope’s planners to accurately measure and forecast out-of-home spend across format type, media owner and time of year.

The Prism Benchmark Tool has monitored rates paid on out-of-home over a 3-year period.  Amongst some of the advantages of Prism Benchmark, Posterscope now has the ability to distinguish which months have the highest billboard usage, thus enabling them to negotiate lower rates during quieter months. Furthermore, Prism Benchmark allows Posterscope to calculate what rates their clients should be paying on any format, and which media owners are the most cost-effective.

About OCS:

Posterscope’s OOH Consumer Survey (OCS) is the world’s most in-depth study of consumer behaviour in relation to OOH communications and has over 3,000 respondents in SA. Audiences can be segmented attitudinally, behaviourally, or demographically and analysed by environment, with a level of detail unavailable through other syndicated research systems.

New for OCS 2

OCS 2 contains updated data regarding technology use, direct benchmarking against other above-theline media such as TV and print, more industry specific data (including Automotive, Financial, Alcohol, Snacks, Soft Drink, Communication, Electronic and Travel) and how media actually influences buying decisions.

 

 


Posted by: Posterscope SA | July 11, 2011

Maybe it’s your breath.

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