Ahead of Mediatel’s Out-of-Home Summit this week, Primesight’s James Power looks at how brands can use location data to unlock the true potential of digital OOH.
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In the second of two specials, our experts review what has been a striking year for media and advertising – and offer their predictions for the coming year.
A year since Exterion won the TfL ad contract, bosses at both organisations have unveiled their joint plans for a change in the way they work with agencies, the imminent arrival of new digital formats, and 2018’s automation plans.
Cedric Rouse joins from OOH media owner Admedia, where he has spent the last seven years building their sales operations – most recently as head of agency sales.
The campaign for Ford’s latest Fiesta model is able to target people based on both their location and their content sharing behaviour, allowing certain people that come close to a billboard to be served a mobile display ad.
Mungo Knott, the current marketing and insight director, has been appointed to the newly-created role of director of insight and innovation.
The seven-year contract is the single biggest roadside agreement in the UK and gives Primesight the exclusive rights to develop advertising panels on roadside-facing railway land across the country.
The news follows FirstGroup, and its partners MTR, winning the contract to operate the South Western rail franchise.
Media owners need to leave their own orbits and start standardising formats if digital OOH is to achieve its full potential, writes Talon’s Richard Simkins.
The new InLinkUK kiosks, created via a partnership with BT, Primesight and Intersection, will provide free Wi-Fi, calls and phone charging services – all funded by the incorporated digital advertising.