Mary Meeker’s annual report into time spent with media discards out-of-home on the grounds it is impossible to calculate. So what happened when Route – the UK OOH survey that equips 30,000 people with GPS trackers – had a crack?
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However, the consumption of traditional media – including newspapers, magazines, TV, radio and cinema – fell between 2010 and 2014, directly because of competition from the internet.
The UK’s second largest commercial broadcaster takes the Grand Prix – as MediaCom wins Most Connected Agency for the second year running and Manning Gottlieb OMD wins Best Connected Campaign for John Lewis and ‘Monty the Penguin’.
Drive to digital sends UK advertising to its highest growth for four years, according to the latest Advertising Association/Warc expenditure report.
Kinetic UK’s CEO, Stuart Taylor, looks at how different demographics are impacted by, and react to, digital out-of-home campaigns.
Ocean Outdoor and Outdoor plus will join existing council members Primesight, Clear Channel and Exterion Media after JCDecaux pulled out earlier this year.
The tool – dubbed ‘The Alfresco Labs’ – is the outcome of 18 months’ worth of research, which has revealed key “nudges” for OOH creative and planning and utilises behavioural change theory.
TV remains king, but digital adspend shows huge growth across the globe according to Carat’s latest forecats – whilst print goes into steeper decline.
So many more advertisers could improve campaign effectiveness by utilising more than one environment, argues Ian Reynolds, MD, KBH On-Train Media.
With the National Readership Survey under review, questions about the nature of joint industry research remain. Could media owners choose to go it alone, asks Research the Media’s Richard Marks.