TCS attends Kinetic Academy Training Day
Yesterday Patricia and I attended Kinetic Academy: a full day of events introducing new starters in the media industry to the world of Out of Home advertising.
The day began with a brief introduction to Kinetic. This touched on its position in the OOH market and all its various specialist business units – including TCS’s OOH partner Zone.
We then discussed the strengths of OOH as a channel. This included the sheer scale and reach of outdoor, and the ability for it to transform urban areas into smart cities. A good example of this is InLinkUK, a digital OOH site which also acts as a charging point, telephone and provides ultrafast WiFi. These will be rolled out across the UK, with 500 planned by the end of this year.
The next session was run by Kinetic International, which looks after global clients and buys advertising across airports all over the world. It uses Apex (Airline Passenger Experience Association) data to target travellers based on day parts, state of mind, and location within the airport, among various other factors.
The day then got very active – we had a bus tour of some of London’s most iconic digital OOH sites! This included the Euston Road underpass and Ocean Outdoor’s iconic “The Wall @ Westfield”.
The afternoon session kicked off with a look at how behavioural economics can be applied to OOH to influence consumers. We learnt how a number of tactical triggers, such as ambiguity aversion, ego boosting, salience and localisation, can lead to positive emotional responses.
We were then inspired by examples of innovative OOH campaigns from across the globe. This included an experiential Lucozade bus advert which aimed to get people fit, and a striking Call of Duty hand-painted high-rise mural.
The afternoon concluded with all the attendees presenting an OOH brief for a theoretical finance client. This gave us a great opportunity to reflect on what we had learned throughout the day and apply it to an integrated campaign.
Overall, it was a very informative and inspiring session, and a useful reminder of the scale and innovative nature of outdoor advertising. A big thank you to Kinetic for putting this together and inviting us along!