HYGH Blog

Five on Friday: June 7

Top news every week from the world of advertising, adtech, and emerging tech.

Ultra Haptics and Leap Motion Join Forces 

Ultrahaptics and Leap Motion, the world leaders in mid-air haptics, contactless interfaces and hand tracking technologies, this week announced a strategic deal which will combine their expertise and create the world’s leading spatial interaction company.

The combination of teams and their technologies will accelerate innovation and enhance commercial applications. This means both improving current solutions and driving new forms of contactless interactive products.

Commenting on the announcement, Ultrahaptics CEO, Steve Cliffe, said:

“We are building a company to support the changes between human and machine interaction that will define the 21st century. Together, Ultrahaptics and Leap Motion products have the opportunity to be at the global epicentre of spatial interaction. Taking a holistic view of this exciting market, not only can we continue to create two hugely significant technologies, but we can max out the potential of combining them – proving that one plus one really can make three!

“With this deal, we’ll combine some of the best minds in human-computer interaction. We will be better placed to leverage our customer contacts and expand the vertical stack of immersive technologies, just as the applications which benefit from our collective strengths are moving into the mainstream.”

The potential of haptic tech to be used in interactive advertising is substantial. Leap Motion raised $94 million in investments previously and was almost acquiredby Apple. Will this partnership lead to significant adoption of their technology and a real revenue stream? 

Research validates the Positive Impact of OOH on Advertisers’ KPIs

A series of new reports from the Out of Home Advertising Association of America (OAAA) use attribution data to help brands understand the effectiveness of out of home (OOH) in a full media strategy.

Using attribution data, Rick Wilson, Associate Professor of Marketing at Texas State University, analyzed 45 case studies from a range of markets across the US to establish the impact of OOH on advertisers’ key performance indicators (KPIs). Cases included in the analysis were compiled by OAAA member companies.

The analysis found that OOH media provides for a positive and significant lift in campaign KPIs for consumers exposed to OOH media during an advertising campaign.

In Wilson’s process of assigning credit to the medium, or attribution, he focused on four primary KPIs:

Store Visits – OOH boosted store visitation at a range of 50% to 127%

Purchase Consideration – OOH increased purchase consideration by an average 6% to 20%

Purchase Intent – OOH increased purchase intent by 10% to 35%

Ad Recall – OOH elevated ad recall by as much as 13% to 66% 

“The OOH industry’s embrace of digital technology and its synergy with mobile advertising allow it to be easily integrated into media plans,” commented Wilson. “Using GPS data from mobile phones and geofenced OOH media locations, advertisers can understand the incremental lift in KPIs for consumers exposed to a campaign’s OOH media compared to those who were not.” 

OOH Grocer Measurement Effectiveness
This footfall attribution analysis, conducted by location intelligence and measurement company Cuebiq, found consumers exposed to an OOH campaign for a national grocer across three markets (Atlanta, Knoxville, and Portland) visited the grocer’s stores at a 118 percentgreater rate than those consumers who did not see the OOH ads. Additionally, the report found 43 percentof consumers exposed visited a store within three days of seeing an OOH ad.

The Power of OOH: QSR Attribution Study
This attribution study, which analyses 13 creative messages for a major quick service restaurant on 57 billboards across three markets (Dallas, San Antonio, and Birmingham), found the OOH campaign increased footfall by 10 per cent. The full study, conducted by InMobi, offers additional performance KPIs, such as location and demographic profiles.   

“Each of these brands was interested in better-understanding insights about the impact of OOH exposure,” said Freitas. “The lift in foot traffic, specifically, was impressive and offers quantitative proof of OOH’s effectiveness.”

Political Advertising to Hit $10 billion in 2020 According to Researchers

Political Advertising & Out-of-Home Media in 2016

According to the a recent report GroupM, spending on political advertisements is projected to hit a new high in 2020, surging $3.6 billion above the most recent presidential campaign year.

In 2018 political spending was “shockingly high,” according to Brian Wieser, global president of business intelligence at GroupM. “There’s just generally more activity in a presidential year than a nonpresidential year, so whatever the 2018 number was, 2020 was going to be bigger.”

Political spending in 2018 accounted for $2 billion, or 2%, of total digital ad spending in the U.S., according to the GroupM report.

JCDecaux Rolls out new OOH metrics in APAC region

JCDecaux Singapore, this week announced the launch of new audience measurement metrics for out-of-home media. For the first time, advertisers will have information on the unique audience and reach for out-of-home media assets with the new Streetside Audience Measurement (SAM) that utilises mobility intelligence.

In contrast to existing out-of-home measurements which are built upon research studies on commuters’ personal accounts of their mobility patterns, SAM is based on real-time mobile analytics. SAM distils mobility insights to offer advertisers an overview of all travel patterns, taking into consideration the mobility patterns of both motorists and pedestrians throughout the day. The data garnered also incorporates the distinct characteristics of out-of-home media, such as viewing distance and the orientation of advertising faces at bus stops. The result is more accurate and relevant data that has been captured from all audience segments and updated frequently to support strategic planning. 

Advertisers can expect campaign KPIs such as Opportunity to See (OTS), Unique Audience, Reach based on unique individuals and Frequency of Exposure for standard bus stop networks and large format billboards along the expressway.

Ad Agencies to Join the Fight Against the Climate Crisis

The advertising industry in London are joining forces on 25th June to advance the sector’s response to the climate crisis. People from different agencies have written an open letter and organised the summit. The summit was triggered. by campaign group Extinction Rebellion, who wrote an open letter to the ad industry, urging it to act on climate destruction. 

The Climate Crisis Summit will address how the advertising industry can help limit global warming to 1.5°C by 2030 and will provide an opportunity to get practical about tackling the climate crisis.

Those interested in attending the event can sign up here.