Thursday, April 15, 2010

Shell Outdoor Advertising on Mobile Billboard

"Win 1 Year's Free Fuel Daily!"

This is what our mobile billboard for Shell is shouting out all over Singapore. Launched yesterday on Wed 14 Apr, our mobile billboard will reach out to all drivers in Singapore. Here are some photos of the truck traveling near Bugis/ Suntec area, and at Kent Ridge (NUS)

TPM also executed a similar project for Queensland Tourism in 2009. Read more here

What is a Mobile Billboard?
It is a giant truck fitted with a double-sided billboard display which may move everywhere and at anytime around in Singapore. It is very effective for reaching the target audience such as the youth, IT oriented and road-warrior/ mobile people.

Due to the large creative canvass available, our mobile billboard is highly novel to any campaign efforts. There is ample space avaliable to execute full props decoration and installation of 2D/3D. Our design of the backdrop/ billboard display itself is optimised to provide maximum visibility. It is also highly mobile and can reach almost all roads; the display can be parked at most car park lots.

Sunday, April 11, 2010

What Is Augmented Reality?

A recent article by the TODAY newspaper identified augmented reality (AR) as the “New Look at Reality”. AR is the “process of layering information and visuals over the real world” or more detailedly defined by Wikipedia as the term for a live direct or indirect view of a physical real-world environment whose elements are augmented by virtual computer-generated imagery.

Picture Example of AR Used. Copyright of Dirk Platzek

Mr Shen Heng, a developer of commercial users of AR in Singapore, was interviewed in the TODAY newspaper article. To quote Shen in the article:
“You might soon see a lot more commercial uses of AR here. Mr Shen W Heng, creative director of local interactive design firm H1Studio gets up to three enquiries a month on AR-based applications from companies. His firm is developing a website for Samsung that will employ AR to promote the launch of its 3D television sets. “Companies like using augmented reality because it can put the product in the hands of users virtually,” said Mr Heng.”
AR is not confined to smartphones with GPS and digital compasses, it is also enabled in the desktop computer as well. I think AR is the convergence platform for mobile apps, real time information and digital Out-of-Home (dOOH). Its marketing application possibilities are endless! To quote the the TODAY newspaper article (again):

Google’s visual search mobile application for the Android platform called Google Goggles already lets you search simply by taking a picture of a namecard or information on a product like a book. But in the future, it might let you “Google” the real world as you see it.

Said a Google spokesperson: Let’s say you’re walking down the street, using an augmented reality app, like Google Goggles, on your mobile phone to see what’s interesting around you. Through your phone’s camera, you see a billboard for a great product — basketball shoes. Using image recognition, the app could recognise that it’s a billboard for a particular shoe brand, let you choose to watch a video of one of its shoes in action, show an expandable ad for that brand, display all the nearest stores on an accompanying map, and include a way for you to order a shoe and pick it up on your way home from work.”

Coupled with the power of social networks, I am looking forward to the launch of the new AR related killer app soon.

Full article in PDF format from TODAY here

Thursday, April 8, 2010

Eyes On Rating: Out-of-Home Media Measurement

This is something I must learn more about. Weekend homework, but this is a teaser article wholesale broadcast from - Andrew Hampp

Outdoor Ad Industry Finally Gets Its Improved Metrics
By Andrew Hampp
Published March 30, 2010

LOS ANGELES ( -- The outdoor industry, like all traditional media, suffered a difficult 2009 -- full-year ad revenues were down 15.6% to $5.9 billion, a $1.2 billion drop from 2008, according to the Outdoor Advertising Association of America. But outdoor executives are banking on 2010 to become a rebound year not just in economic confidence but in accountability too. Eyes On, the industry's long-anticipated new audience measurement currency, has finally arrived.

The improved metric system will measure audiences 'likely to see' an outdoor ad, with rich demographic and ethnographic data. A longtime project of the Traffic Audit Bureau, the outdoor industry's measurement agency, Eyes On has been in development for the last five years, including several delayed launches. The currency was conceived to provide more accurate audience data from the outdoor industry's previous measurement, Daily Effective Circulation, or DEC. Where DEC measured the audience who had the "opportunity to see" a billboard or outdoor location, Eyes On will measure the audiences "likely to see" an outdoor ad, with rich demographic and ethnographic data for the first time.

Rocky Sisson, Clear Channel Outdoor's exec VP-sales and marketing, said Eyes On would give the outdoor industry necessary confidence in selling its inventory. "With DECs, you didn't know if the number was audited, advertisers didn't know where it come from, you would see billboards on the same road 500 feet from each other with different metrics," he said. "Now, with a centralized Eyes On number, we're giving clients a number that can really tell them who's likely to see their ad and making it much easier to buy."

Competing with other media

As buyers and sellers get more comfortable with using the new data, Eyes On could help them compare outdoor with other media more easily, buyers said.

"We're still in the evaluation period, where everyone's kicking the tires on the car and looking at the capabilities," said Chris Gagen, senior VP- managing director of Aegis Media's Posterscope. "We haven't had the same vocabulary as other industries have, and we haven't had a lot of conversations about reach and frequency."

The United Kingdom's outdoor industry underwent a similar currency transformation over a decade ago, Mr. Gagen noted, and saw revenues triple over the course of an 11-year period. Eyes On, coupled with the outdoor industry's increased investment in digital billboards and place-based video screens, has an opportunity to do the same for the United States market.

The old metrics were a barrier to entry to some large, sophisticated marketers, Mr. Gagen added. "Out-of-home tended to be a one-off because it was measured in a different way," he said. "Now we see it as being a platform that can be put into sophisticated planning systems. We can let the data tell its own strong story."

Sophisticated technology

Eyes On was developed by the TAB using a combination of data from technology and research partners to provide outdoor media sellers with specific geographic and audience data. Micro-Measurement Solutions captured high-definition video measuring pedestrians' exposures to video, which was then vetted in a Perception Research Services laboratory to track how many eyeballs were actually engaged with a specific ad. A group called Marketing Accountability Partnership then applied the results of 400,000 units of inventory to the Eyes On database, sorting them by format, road type and location. Mediamark Research & Intelligence helped conduct over 50,000 travel surveys to gauge audiences' transportation habits and exposure to outdoor advertising, while People Count collected updated data from each market's traffic engineers. Finally, Telmar integrated all the eyetracking, circulation and travel survey data to produce the final Eyes On rating.

Assembling all those moving parts was the main reason it took five years to develop and deploy Eyes On, according to Joe Philport, president of the Traffic Audit Bureau. "Considering where we started from, going from a system with significant weakness in terms of measuring what we had, to where we are today, a five-year cycle was necessary for us to deliver to all markets," Mr. Philport said.

Eyes On probably won't help outdoor media companies charge more, at least initially, so much as it will help attract new clients and help existing clients use outdoor better, said Greg McGrath, Los Angeles market manager for Clear Channel Outdoor. Under the old Daily Effective Circulation currency, there were entire categories of marketers -- such as packaged goods -- that traditionally spent very little on the medium because it lacked certain metrics.

"This will open us up to a great number of categories that aren't presently using our medium because we'll be very credible in terms of what we're presenting," Mr. McGrath said. "I think it will also allow existing clients to be able to tailor programs that are much more efficient and allow them a greater use of our medium."

Visa- For Creative Airport Advertising

Produced by the TBWA\Tequila, Auckland, New Zealand, this placement used both traditional and ambient media to feature Visa’s sponsorship of the Pompeii exhibit at their National Museum.

Passengers at the Wellington Airport were greeted with a lava flow that ran around the baggage carousel. The message was placed in the lighbox in the middle of the baggage carousel.

I like.