DailyDOOH

When we wrote last month about the new product doohfa, which provides off-the-shelf dynamic content for Digital Out-Of-Home networks, we decided to find out more about it, the company and the people behind it, so interviewed Dave Petschack, CEO and founder of OFA Marketing Production in Chippendale, Australia.

Neice Waddington, Dave Petschack

Petschack began his career 30 years ago, working in ad agencies, mainly in the creative and production side, until his entrepreneurial spirit kicked in and he founded OFA Marketing Production in 1996.

“We are a service and creative business, working for many brands and putting a lot of them, such as Land Rover, Revlon and Universal Pictures on Out-of-Home media across Australia,” says Petschack.

“We were seeing gaps in the way companies were using OOH and DOOH, so when our broadcast client Channel Nine asked us if we could find a way to simplify using social marketing with DOOH, we produced doohfa about 12 months ago. It’s a web application that’s simple to use, and while Channel Nine was initially interested in using it in relation to sports scores, we’ve now been using it for all types of clients who want to incorporate Instagram or Twitter or any social media into their content.

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Monique Dolbin, associate director of the World Advertising Research Centre (WARC) in the America’s has joined the slate of speakers for Out-of-Home Marketing Association of Canada’s OOH Conference ACTIVATE which is being held on Oct. 28, 2015, in Toronto.

Dolbin will speak on the ‘Lessons in OOH from the World’s Best Campaigns’ and share the trends that WARC’s annual meta-analysis found in OOH through selected campaigns. She will also share WARC’s views on what the future holds for OOH.

She will join the previously announced speakers, Michael Trautmann, co-founder and CEO, thjnk, Germany; Mike Bascom, director of marketing, High End Brands, Anheuser-Busch InBev, George Ault, associate creative director, Zulu Alpha Kilo, Neil Morris, founder, Grand Visual, UK, Joanne Van der Burgt, president, Ipsos Media CT and Paul Burkey, Director of Media Analytics, RealityMine.

For more information and to register click here.

Lamar Advertising Company, Baton Rouge, is dedicating space on its digital billboards to welcome South Carolina Gamecocks fans to Baton Rouge this weekend.

After the University of South Carolina moved its scheduled home game against LSU to Baton Rouge due to devastating floods impacting the area around Columbia, South Carolina,, Lamar wanted to do something to make fans feel at home.

Lamar designed two messages reading ‘Geaux Gamecocks! We stand STRONG with you!’ and ‘Geaux Gamecocks! Make yourself at HOME!’. The messages started playing on eight of Lamar’s digital billboards in Baton Rouge Thursday afternoon and will be displayed through Saturday, October 10.

We note that Steve Lovell has left PlayNetwork after a good six years with the company (before that he was with Channel M). He was most recently Director, Strategic Business Development and Ad Networks. He is now Vice President, Sales & Client Management at Slyce.

We note that Cennydd Roberts seems to have left / is negotiating an exit from Wildstone. He was Business Development Director.

We note that ECN has continued to work on its global brand…

Welcome to ECN, a digital display network providing live content and connecting brands with executive audiences in the corporate environment. Our rapidly expanding display network delivers a real-time mix of live news, relevant content and full-motion display advertising to executives working in hundreds of the most prominent corporate buildings around the world. Our screens are placed in high dwell time areas in reception or lift areas to allow both visitors and tenants to engage with a snap shot of relevant and up to date information.

Their new web site clearly delineates their brand in the UK, France and Australia.

The Society for Experiential Graphic Design has a whole series of sessions scheduled for its Xlab 2015 being held during New York Digital Signage Week and all are themed under the word Transformation.

Anyone with some interest in design should be looking into attending this event Nov. 5 event, which is being followed Nov. 6 with a half-day of Xlab and studio tours around Manhattan. Only participants registering before tours fill up can attend a tour.

Xlab is the event where technology, place and design intersect, and each one of the Nov. 5 sessions will be looking at a different sector currently being transformed: Cities, Business, Retail, Wearables, and Public Space.

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NanoLumens, manufacturer and marketer of LED display visualization solutions, has announced the appointment of F.A. (Fran) Dramisto serve as Chairman of the Board of the rapidly growing and expanding company.

“We are honored to have Fran Dramis assume the position of Chairman of the Board,” says Rick Cope, NanoLumens CEO. “His experience and track record of business success is going to provide our management team with a new level of insight that will help to continue our successful growth in the global markets we serve.”

Recognized as one of the leading Information Technology visionaries in the US, Dramis is the CEO of F. Dramis LLC, a technology consulting and investment firm.

In addition to serving as Chairman of the Board of NanoLumens, he currently also serves on the private company board of Catavolt, and is on the advisory boards of Virima, Voyager Capital, kwantera, and we&co. Dramis is also the cofounder of Urjanet, an energy data management firm, and is a limited partner in Seraph, a super angel investing group.

Previously, he served on the private boards of RealOps Inc., US Oncology (Chair of Technology Committee) as well as on the public boards of WebMethods, Inc., Avocent Corporation, Ditech Networks and Netezzza.

Dramis was formerly the chief information, ecommerce and security officer for BellSouth Corp. During his tenure there, BellSouth’s IT and Security groups were nationally recognized as top organizations in their fields.

Before joining BellSouth, Dramis founded CIO Strategy Inc., an information technology consulting firm that led strategic planning projects resulting in technology transformation efforts at Citibank, Coopers & Lybrand, NASD and Bankers Trust. Prior to CIO Strategy, he was managing director and CIO at Salomon Brothers. Early in his career, Dramis worked with AT&T, including Bell Labs, rising to the position of executive director of information product management.

“I have had the honor of serving on many boards throughout my career, and, while each of the companies I have served are unique, NanoLumens is truly involved with empowering the transformation of an entire industry, in much the same way that Apple transformed cell phones into smartphones,” says Dramis. “This company is literally revolutionizing the way the world’s leading marketers connect to and engage with their customers by providing them with a canvas of digital wallpaper in any size, shape, or curvature, on which they can project their marketing message. I am honored to be a part of this history-making enterprise.”

Linkable Networks has officially launched the Linkable Shopper Attribution Platform, enabling retailers, for the first time, to directly measure the impact of their digital media on in-store sales based on actual consumer transactions.

Tom Burgess, CEO

A retailer’s in-store shopper data has previously been limited to test and control or panels for measurement.

With the introduction of Linkable Shopper Attribution Platform, retailers no longer have to wonder what digital and social media investment is driving in-store sales.

Measuring the purchase behavior of 180 million cardholders in the U.S., the Linkable Shopper Attribution Platform gives brands and retailers a new way to incentivize and reward consumers for purchasing specific products in-store, where 93% of all retail sales still occur.

While e-commerce has been growing at a rapid pace, many retailers have struggled with driving in-store sales growth. And with increased competition from Amazon and direct-fulfillment by manufacturers, retailers need a more effective way to increase foot traffic in-store where the average customer spend is typically higher than online.

The Linkable Shopper Attribution Platform helps retailers instantly promote incentives that convert the 71% of shoppers, who are researching price, coupons and reviews while in-store, into buyers. While the industry has found the ability to measure digital media’s impact on e-commerce to be easy, Linkable has solved the digital to in-store attribution problem.

Mike Di Franza, President

While this Linkable Shopper Attribution Platform is available immediately regarding mobile and digital one-line, tests are currently underway for making it available for digital out-of-home media.

“This the holy grail,” says Mike Di Franza, Linkable Network president. “This is what has been missing with digital out-of-home. There hasn’t been a way to tie a viewer seeing an ad to his or her actual purchase. With this, if a consumer is exposed to an ad, they can text eg. 1-2-3-4 and it links to the credit card. Then we know it drills down to the actual purchase.

“This will be a natural extension for DOOH, and will give the industry the chance to really prove itself. If it works as we believe it will – and we are currently doing full testing on this – Linkable will roll out for the DOOH industry in Q2, 2016.”

De Franza says that the company is also looking at how the Linkable Shopper Attribution Platform might also be activated with other media, as well.

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Here are ALL of this year’s winners for #OceanDCC, Ocean Outdoor’s Digital Creative Competition…

Interactive Category

• Winner
  Brand: NHS Blood and Transplant
  Agency: 23red
  Campaign: Blood DonationDesigned to address a drop in the number of blood donors, this virtual donation campaign shows the transformational effect of giving blood. Passers-by are asked to use their mobile to connect to a microsite and “upload” a virtual donation which automatically fills a bag on the large digital screen. As more blood flows, a patient featured on the screen requiring the donation grows healthier, physically demonstrating the difference giving blood makes.The judges said “The use of an augmented reality app via the phone for donation is superb. The creative mechanism of filling up the bag on the big outdoor screen is simple and powerful.”
• 2nd place
  Brand: RSPCA
  Agency: Kinetic, MediaCom
  Campaign: Play with PoochAbandoned dogs in need of a home star in this interactive campaign which invites people to interact with one of them live via their phones or iPads. Users can play with the dogs via the big screens, talk to them through their phone and throw them rewards. At the end of the session, the dogs’ backstories are told and people can register to either adopt a dog or donate to the charity which rescues them.The judges said “Such an engaging campaign and we like the use of live streaming. The fulfilment mechanism really delivers.”
• 3rd place
  Brand: Mini
  Agency: iris Worldwide
  Campaign: MINI ModestyMINI owners are without doubt passionate car owners. This campaign unlocks that pride, using digital out of home to put their MINI in the limelight. Data stored on owners’ MINI key fobs is translated onto DOOH screens, allowing the exact colour and model to hog the screen until another MINI owner comes along and steals the limelight. MINI Modesty challenges owners to accumulate as much screen time as they can to win prizes and upgrades.The judges said “The use of key fob data defines 100% of target audience. We like the easy participation, the insight led competitive idea and the excellent 360 degree integration.”

Creative Techniques

• Winner
  Brand: Odeon
  Agency: Talon
  Collaborators: MD OMD, Grand Visual
  Campaign: Smarter CinemaThe cinema chain combines micro level audience data and digital out of home technology to serve hyper local cinema adverts about ticket availability directly to digital screens within the vicinity of an Odeon. Content is updated to deliver the most effective information in real time, serving geo targeted mobile adverts to amplify the messages.The judges said “Brutally normal, but brilliant all the same. It makes a lot of sense, using smart real-time based solutions to resolve a local business problem. The novelty factor is that it hasn’t been done before.”
• 2nd Place
  Brand: London Cycling
  Agency: Saatchi & Saatchi
  Campaign: Help make London’s roads saferThe London Cycling campaign strives for a city that encourages Londoners to cycle. More than 3,000 cyclists however were seriously injured or killed on the roads in 2014. This campaign uses out of home sites in danger spots to actively reduce cycling accidents.
  Using traffic facing sites, recognition cameras pick out cyclists, using augmented reality to overlay highly visible, light hearted images, (such as a chicken) onto the rider, thus making them a lot more visible to the drivers around them.The judges said “This is a very simple device to help save lives. The campaign is super targeted to accident black spots and its use of augmented reality in a light hearted way is bang on for the medium.”
• 3rd Place
  Brand: Eurostar
  Agency: Liveposter
  Campaign: Fly with EurostarTargeted at passengers on their way to London Heathrow, this campaign is the first to target
  travellers by mindset as they struggle through the inevitable jams, roadworks and other stressful road and weather conditions to reach the check in gate. Liveposter’s platform constantly monitors the state of the roads and other factors to map a stress zone for drivers within the vicinity of the Two Towers West. The creative dispels the myth that flying between London and Paris is faster.The judges said “This plane versus train campaign is spot on. Really smart, targeting people by mindset by serving adverts about the problems they face. In this instance, increasing their paranoia has got merit!”

You can see all of the 2015 winning campaigns here.

This year’s winners for #OceanDCC, Ocean Outdoor’s Digital Creative Competition, which celebrates pushing the creative boundaries in digital out of home advertising, were announced at a standing-room only awards ceremony, of more than 500 guests from the UK’s media, creative and advertising sectors, at London’s BFI IMAX early Thursday morning

The Odeon cinema chain and ‘NHS Blood and Transplant’ were named overall winners.

• Odeon came first in the Creative Techniques category for Smarter Cinema, created by Talon, in collaboration with MG OMD and Grand Visual. The campaign combines micro level audience data and digital out of home technology to serve hyper local live adverts about ticket availability. Content is updated to deliver the most effective information in real time, serving geo targeted mobile adverts to amplify the messages.
• NHS Blood and Transplant took first prize in the Interactive category for Blood Donation, a campaign which deploys augmented reality via an interactive app to encourage people to give blood. The campaign was created by 23red.

Mini, the RSPCA, Eurostar and London Cycling were named runners-up in the digital competition which attracted a record 91 entries, a third more than 2014 showing significant incremental growth every year the competition has existed.

Entries were judged by a panel of 12 cross industry creative, advertising and media experts (shown below). The winners share a GBP 450,000 prize pot and a chance for their concepts to be showcased on Ocean’s iconic DOOH locations and networks across the UK.

Ocean CEO Tim Bleakley told us “The sixth competition has given us record entries and an overall increased standard, with yet another impressive shortlist of outstanding creative ideas. Our winners are striking in the power of their visual ideas and innovative use of technology. They deserve to be recognised for their immediacy and relevance to their target audiences.”

Last year’s winning campaign created by WCRS for Women’s Aid generated global mainstream news coverage and went on to collect amongst many others, two distinguished Cannes Lions awards; a gold for digital out of home and a silver in the Cyber category, and a Silver Clio – the ultimate prize and yet another defining moment for Ocean’s competition!

You can see all of the 2015 winning campaigns here.