13/11/2015 - News
Smarter as Standard
Contextual Digital OOH competition Out of Home media is increasingly utilising the flexibility of Digital OOH, location and context in campaigns to achieve more bespoke consumer messaging around different mindsets, locations, environment and times of day. Talon has many examples of this type of advertising, covering factors such as temporal, pure context, locational, environmental (around weather, traffic or shoppers for example), modal, behavioural and technological.
When these factors come together, evidence suggests that relevance adds weight to the message.
It's very much our philosophy at Talon that this smart use of Digital OOH is no longer innovative - it's just how we now plan OOH campaigns. Smarter is now standard.
Into 2016 we will be looking to include contextual digital solutions alongside our classic OOH recommendations where relevant, an opt out strategy rather than opt in.
Our challenge to our clients and agencies partners is to embrace this approach and work with us to deliver more impactful and effective campaigns.
To kick start our smarter as standard approach for 2016 we are looking for the best creative use of context in Digital OOH, with the winner receiving an impactful and far-reaching Digital OOH campaign to bring the idea to life.
The prize includes
- £250,000 of digital OOH media to be utilised across Q1 2016
- Environments include Roadside, Mall and Rail. Final site locations to be determined nearer to the time of it going live.
- Free use of OpenLoop, Grand Visual’s campaign management tool that enables live, dynamic, and reactive digital out-of-home campaigns to run on multiple networks and formats.
How to enter
- Your entry will consist of a written description of no more than 200 words and a visualization of your idea. Your entry should also include images, a storyboard or fully worked up creative. – Its important your concept is clear to understand.
- The locations will be a mix of landscape and portrait orientation, so please consider both in your entry.
- The locations will be a mix of static and full motion screens, so again please consider both in your entry.
- Please supply all entries to firstname.lastname@example.org by 5pm on Friday 18th December 2015.
- The judges will announce the winning entry by Wednesday 23rd December 2015.
Terms & Conditions
- The prize covers digital media space and OpenLoop only. All creative assets need to be provided by the client or their agency.
- The campaign will run in Q1 only, subject to availability and media owner approval. Full flexibility on dates will be required by the winning entry.
- Environments include Roadside, Mall and Rail only
- Final site locations to be determined nearer the time of the campaign going live.
- The Judges’ decision is final!
Andy Tilley, CSO & Creative Partner
Frank Bryant, Managing Partner
James Copley, Managing Partner
Adrian Skelton, Chief Client Officer
Nick Mawditt, Director of Insight & Marketing
Neil Morris, CEO Grand Visual
What the judges are looking for
- A simple idea that answers a specific business objective or client brief
- A message that becomes more powerful when the context of the right audience, place and time is executed using a number of data sources.
- Don’t let the technology complicate the idea!
See below best practice in Digital OOH as compiled by Ocean Outdoor that will get you off to a good start!
- Develop specific creative for DOOH. Consider it as a medium in its own right using its unique creative capabilities to deliver a superior emotional connection more easily.
- When, where and who must be considered in the creative process of digital out of home to maximise a campaign.
- Use technology to support creativity. There are a diverse range of technologies out there, most of which could be integrated with digital out of home to deliver a strong more engaging creative message.
- Develop multiple creative to respond to predetermined events such as the weather, flight availability, speed of traffic right through to special events such as a birthday. The relevant of the creative can increase awareness and effectiveness.
- Consider the use of Day part - delivers a cost effective route into the medium by delivering a time sensitive message or creative execution. Brands have targeted drive time, non drive time, school runs, specific day of week or count-down to events.
- Create a simple user journey. DOOH has a direct synergy with mobile, and to place DOOH directly into the sequential behaviour of consumers the connection between the two must be a simple transition with a stream of content most relevant when utilising mobile. (e.g. Twitter is accessed 80% of the time via mobile.)
- Using colour is crucial in enhancing visual attention, so using a dark background with elements of vibrant colour will deliver the most eye catching and impactful ads.
- Even the smallest amount of creative movement will help elevate engagement. Full Motion any form of animation can be used in all areas of the screens. Subtle Motion One element of the creative can have slow movement incorporated
- A typical slot on a digital out of home screen is 10 seconds. The loop length itself will vary depending on the screen.
- When delivering copy on large format digital out of home locations, use a font size of minimum 10px to be visible. It is important to note that if the text on the creative is unreadable on your computer screen at no zoom, it will not be visible on a digital out of home screen.
- Keep messages simple (a dozen words maximum)
- Use clean bold fonts. Italic or Serif fonts are NOT recommended.
- Keep images simple for pedestrian screens. Fine detail is more suited to Roadside or elevated screens.
- When delivering final content deliver the correct file type, built for stability and quality with little variation across formats. Animation .mov files encoded using h.264 are recommended. Maximum limit is 25MB Static .jpg files are recommended, files must be RGB. Maximum limit is 500kb and 72di preferred. Feed formats XML or JSON are recommended for data feeds. RTSP for video feeds