Kate Thornton’s cashback shopping site TBSeen has won £100,000 worth of space on digital out-of-home (DOOH) screens, following an audience vote at Ad Week Europe. The vote followed Posterscope’s ‘Storytellers Will Rule the World’ session, in which three thought-provoking concepts were pitched by an all-female panel on how content can be made to work on DOOH.
In addition to TBSeen, the session also featured ideas from chef and food writer Gizzi Erskine and Sam Baker, co-founder and CEO of female-focused lifestyle, news and entertainment site the Pool.
Details of each concept are below:
- TV presenter and entrepreneur Kate Thornton presented an idea from her new cashback shopping site TBSeen, in which GIFs, videos and images brought the site’s content to life on DOOH
- The concept presents entertainment and tips to audiences at the most relevant times, e.g. style hacks displayed when the audience is out shopping
- The idea also showcased TBSeen’s celebrity contributors, sharing their helpful tips to overcome everyday problems
- Chef and food writer Gizzi Erskine’s concept used striking images of her upcoming book Season’s Eatings to inspire people with cooking ideas around festive events
- Activity is focused around important cultural events and recipes change depending on data triggers such as weather
- Photographs integrate the hashtag #seasonseatings to encourage social conversations and take audiences to where Gizzi would be sharing information
- Co-founder of female-focused lifestyle site The Pool, Sam Baker, shared material from popular segments to audiences at key times
- Each content segment used the already popular hashtags #todayimchannelling #todayinthree or #whattowatchtonight to generate social conversations from DOOH
- Today In Three’s daily stories and Today I’m Channelling’s quotes from famous women in the morning¸ in contrast to What to Watch Tonight during the homeward journey
The session sought to answer a pressing question for the out-of-home (OOH) industry, namely, how content can be used to make the most of DOOH. This year DOOH is expected to account for 45 per cent of total OOH revenues, so it is not surprising that advertisers are increasingly turning to this channel to deliver brand communications.
For the competition, participants presented strategies that combined target audience mind-set and location insight, in order to optimise content for DOOH. Each concept primarily used content rather than overt advertising, reflecting the industry movement toward creating experiences and something of value that inspires audiences.