Streetskins releases 100 London outdoor advertising sites for Olympics 2012

We have released 100 advertising sites around major nightlife hotspots in London for the 2012 Olympic Games. The portfolio is for 3 months and also includes the Paralympics. Please get in touch with us if you are interested.

www.streetskins.co.uk



Is Vandalism a major concern for Streetskins?

The Uk has seen major developments in the world of CCTV. All UK high streets are now covered and obviously these locations also form the major focus for all outdoor media. The councils are also very effective in removing graffiti from the streets which has an additional advantage in bringing down an vandalism as would be law breakers are reluctant to focus on areas where they know their message is just going to be removed. They then prefer to stick to locations where they know their message would be viewed permanently i.e. in hard to reach places and areas where councils are least likely to take corrective measures.

As our form of media is street level it could be susceptible to vandalism but surprisingly to date there have been very few instances. We have designed our product in such a way that any 'skin' can be easily replaced, changing it takes less than 10 mins, we will replace any vandalised advertising space at our cost.

Streetskins is a product that offers excellent ROI for retailers

Currently in the UK there are millions of square metres of advertising space that that is not currently being used by retailers, you ask where?......... their shop shutters. We have recently done an estimate for Lloyds Pharmacy and an estimated 42% of vehicle and pedestrian traffic pass their premises when they are in fact closed. This was calculated using the chart from the London Annual Traffic report which shows the peaks and troughs of all traffic on a given day, and comparing it to the opening times of a random sample of Lloyds Pharmacy retail outlets.

Currently 48-sheet billboards are charged out at £200 per fortnight for the absolutely cheapest site you can find if you would take it for a year. The displays are 18m2 in size, and that equates to £266 / m2 / year.

We estimated they the average stores frontage is about 8m2, Lloyds Pharmacy have 1600 stores, so this equates to 12,800m2 of advertising space. When multiplying this by the cost of outdoor media calculated above, and taking into consideration that 42% of traffic sees Lloyds Pharmacy's shutters, the are sitting on

£1.43m pounds (annual) worth of unused, eye-level, large scale media space (£266 x 12,800 m2 x 42%) and this is a conservative estimate.

Streetskins is undoubtedly a no brainer in terms of utilising dead space on the high street. Hopefuelly these metrics will help marketing departments understand how better use of the budgets can create exceptional value.

Please visit www.streetskins.co.uk to understand more about our offering.

Integration of Sound and Smell with Streetskins

Increasingly in the outdoor media world there needs to be a form of integration with other forms of outdoor media. This can be a call to action within the campaign for user to text a certain number or quote a reference for a free or discount promotion code. Through our research we have found that people are the most susceptible to acting on a call to action within the first 3 seconds of being exposed to the message, people that do act on the call to action after about an hour have a stronger feeling about the message they received which is shown that they have either written the information down or made a mental note of the message for following up later, showing a far stronger affiliation to whatever the message was.

Streetskins feels that users need to engaged in numerous different ways for maximum impact. If we look at the average person on the high street is “on the move” so any form of call to action must not be too complicated to create a situation where the potential customer is unlikely to go out of their way in order to implement the call to action. Smell and sounds are an ideal complement to the visual message thaat Streetskins provides.

We are able to imitate over 15 000 smells and can even customise smells that are relevant to your business. An example of this is Streetskins using directional advertising to McDonald’s restaurants, and each sign emits hamburger smells with the jingle from the McDonald’s TV advertisement being broadcasted softly from the sign. Offering an all encompassing solution hitting the sight, smell and auditory  senses of the human body for maximum impact.

Why should outdoor advertisers pay for 24 hour media?

The world of media is becoming far more inter-connected and with media planners being far more accountable for their ad spend. With the rapid increase in the advancement of the digital space within outdoor media, there is far more flexibility in when certain messages are broadcast to the mass market and at what time. An example of this is Sky News who have embraced the digital world to its complete extent by offering real time news headlines to audiences across the UK, through the digital OOH network. At this stage the cost of increasing the portfolio of digital screens is still prohibitively high in rolling out this format across the 50k+ outdoor advertising sites across the UK, but this is sure to change as technology changes and this format is embraced entirely by advertisers.

 In the meantime (Streetskins will go digital though), Streetskins has developed a form of outdoor media that places advertising on the steel shutters of high street shops during the hours they are closed. As much as 65% of urban traffic can actually pass a location during the hours that retailers are closed, making Streetskins an ideal platform for certain brands to target certain audiences.

So why should advertisers pay for 24 hour media?

Why should Fosters (beer brand) pay for outdoor advertising space at 12pm on a Tuesday when everyone is not drinking and probably at work?  Why not target people after 6pm in the evening and reinforce the message when the consumer is most likely to be in the mental space to actually consider their product?

Streetskins will not fit in with every brand that is out there but we estimate that around 20% of all advertisers would fit our market. The main sectors are food, retail and entertainment.

We are also expanding our offering from the product we invented (view http://www.streetskins.co.uk/) to incorporate Bluetooth advertising, as well as sound and scent into our sites for enhanced impact.

Big brands take notice, smell is the next big thing in the world of impact. Corporations are trade marking smells, so when customers open brochures or visit their store there will be a smell associated to that brand.

Watch this space more to come……….