29/01/2016 - News
UKTV wins Talon’s Smarter as Standard Digital OOH competition
An innovative entry by UKTV has scooped the £250,000 first prize in Talon’s inaugural Smarter as Standard competition, in association with Grand Visual and the major media owners, designed to promote contextual thinking and the use of real time data sources in Out of Home planning.
The campaign entry was based around dynamic locations-based UKTV Play messaging for a variety of Digital OOH environments. It uses viewing and social media data to drive engagement and downloads with the channel's App through contextual use of digital OOH content, driving a greater resonance with audiences.
The competition was launched at Talon’s Leadership in Out of Home conference in November, with the winner providing the best creative use of contextual digital OOH as part of a wider campaign. Aside from being a smart idea, UKTV’s winning concept demonstrated scope to be scalable and repeatable rather than a pure one-off. It also applied contextual insight that can be applied using various data feeds and across a range of creative assets.
The prize includes free use of OpenLoop, Grand Visual’s campaign management tool that enables live, dynamic and reactive digital OOH campaigns to run on multiple networks and formats.
Space has been allocated through our key media owner partners, including JCDecaux, Clear Channel, Exterion Media, Primesight, Ocean Outdoor, Signature Outdoor, Forrest Media and Outdoor Plus.
Director of Media at UKTV, Alasdair Weddell comments, “We are thrilled to bits to have won Talon’s digital OOH competition. Creating imaginative and innovation ways of engaging with our audiences is one of our core goals at UKTV and so we’re really excited to be working with Talon and Grand Visual to bring our idea to life.”
In addition to the winning entry, two runner’s up prizes have also been allocated to Lyst and M2M for its ‘London is searching for fashion’ entry and to Virgin Media and BBH for its ‘Time to Download’ concept.
Talon's Chief Client Officer, Adrian Skelton, who launched the competition at Talon’s Leadership conference in November 2015, adds: “Contextual use of digital Out of Home should no longer be viewed as innovation, it’s just how we now plan our medium. Smarter is now standard! We had some outstanding entries to our competition but the UKTV entry really stood out in capturing Talon’s Smarter as Standard philosophy towards data planning and digital OOH.”
The campaigns will be planned to run in the coming months and more details will follow on how these play out in the market.
For more information see the competition guidelines here.