Special Builds: Why You? Why Not?

Manchester’s Northern Quarter is renowned for it’s ever changing street-art scene. With familiar faces popping up on walls, doors and lets be honest, any area of spare brick possible; the artsy prints aren’t just for making the streets look pretty. Excellent for arts, culture, music and fashion clients - ambient and specialist media is a great way of generating street level awareness, PR and Social noise surrounding your brand and upcoming campaign.

To promote the release of Liam Gallagher’s new album ‘Why Me? Why Not?’, Warner Music looked to source a local artist and prime city centre location to create a bespoke mural of the Mancunian singer in his hometown. The mural was painted by local artist, Akse and was located on the old entrance door to Manchester’s legendary music venue The Roadhouse, where many a great night has been spent!

Why Ambient and Experiential Media?
It’s often said that the medium is the message and by crafting bold, unconventional campaigns we are able to get under the skin of marketing weary consumers to cause a welcome disruption at street level.

Ambient media isn’t just for big buck advertisers however, there are a number of ways to include creative thinking within your advertising strategy, including:
Murals - Murals allow us to bring urban walls to life and deliver your message in an artistic, innovative way. With a range of approved sites ready to be used as a blank canvas, street murals are a great head-turner and work well for creating a PR buzz or boosting social sharing.

Special Builds - A great way to grab attention and the imagination of commuters, special build posters allow us to take traditional billboards and turn them into something spectacular. Special build 48 Sheets command attention, amplify the impact of your campaign and provide excellent content for Social and PR.

Legal Fly Posting - Affordable and excellent for a quick turn-around, legal fly posting provides street level 4 Sheet posters in individual frames to provide nationwide coverage. As a format, 4 Sheets work particularly well for reaching a more urban audience, allowing your message to be aligned with arts, culture, music and fashion content.

To find out more about how we can incorporate creative, divergent thinking into your advertising strategy; please don’t hesitate to get in touch!

KMS Media Shortlisted for MPA Awards 2019!

We are proud to announce that we have been shortlisted for an award at this year’s MPA Inspiration Awards!

An annual ceremony, the MPA Awards bring together regional creative talent and celebrate the excellent projects being created within our city.

This year, KMS Media have been shortlisted for ‘Big Bang Campaign of the Year’ in recognition of a campaign we planned for Storyhouse to promote their Spring Season. This is an award to recognise that through innovative and creative thinking, a big impact can be made from a modest budget.

Storyhouse Spring Campaign:
In Spring 2019 we worked closely with Storyhouse to promote their new season of events. Tasked with promoting a range of events targeted at a various different audience groups, we created a multi-format advertising campaign encompassing high impact outdoor formats and bespoke, programmatic display.

To raise brand awareness and generate the greatest impact possible for their allocated media spend; we chose high impact outdoor (12 Sheets) at high footfall stations across Liverpool - this provided an excellent canvas to deliver multiple messages and allowed Storyhouse to reach a range of valuable audiences from AM/PM commuters to leisure seekers.

On a more local level, Adrails were strategically located at smaller stations across Chester, Liverpool and Manchester. This allowed us to raise brand awareness in surrounding areas and reach local residents.

Finally - a strategic, programmatic online display campaign was implemented to promote a select number of events from the wider season. This activity was targeted towards a more refined group of audiences browsing behaviourally, contextually and thematically relevant content to that of Storyhouse and their chosen productions.

Having worked closely with Storyhouse since the launch, we had a high volume of audience insight gathered from bespoke audience pixels in place on the client’s website. This was factored into the campaign allowing us to re-target users who have browsed content on site but not yet converted to a purchase, as well as prospecting new audiences.

Campaign Results:

  • £60,000 revenue driven from an initial online media spend of £2,550

  • 864 observed conversions producing a CPA of £3.47

  • 1,202,925 impressions delivered and a CTR of 0.07% achieved.

We were (and still are!) delighted with the results of this campaign: it was smart, innovative and tailored to exactly what we needed. The ROI achieved, exceeded all expectations and shows with intelligent planning modest budgets can achieve big impact. It has influenced the way we plan all of our marketing campaigns - which is pretty significant!
— Nancy Davies: Marketing and PR Manager at Storyhouse

Digital Video ad-spend soars in first half of 2019

A recent report from IAB and EMarketer has shown that in the first half of 2019, the digital ad spend has risen significantly, sparking a trend expected to last well into the new year.

The 31% increase comes as advertisers monopolize on the growing appeal of original video content and team this with efficiency of programmatic buying to drive engagement and generate greater ROI vs more organic methods.

What is Programmatic Video?
Much like programmatic display, programmatic video refers to the practice of displaying your video in online/TV ad-space based on set criteria. You choose the audience, the location and the context; then we deliver your adverts in relevant placements to generate engagement from interested audiences.

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What are the benefits of Programmatic Video?
Video advertising offers advertisers a range of benefits including:

  • Video to suit your audience - given the mass availability of video; there is a format guaranteed to suit you, whether that be pre-roll, mid-roll, post-roll, in-page, in-banner, in-game and so on. The range of video formats allows us to be granular in our targeting and ensure we’re using the best formats to reach your most valuable audience.

  • Video Ads do well on Mobile - speaking of audience, the number of users watching videos on mobile devices continues to climb; among the 18-45 demographics in particular. Interestingly, 77% of short video pieces (30 seconds or less) are watched to completion on mobile devices - higher than the average engagement rate of video delivered via desktop.

  • Creative Options - video formats provide a great creative canvas, allowing you more time to connect with your audience and engage them with your concept. With more scope for story telling and emotive messaging, video is a great way to engage your audience with the ethos of your brand, show the history of your venue or provide exciting visuals to entice them to visit/purchase.

  • Consumer Psychology - with 21st century audiences becoming more savvy and aware than ever before, we have observed a shift in consumer psychology. It is observed that consumers invest time into watching videos of the product or service they feel they want or need prior to parting with their time or cash. Video allows us to tap into this psychology and ensure your brand is at the forefront of their mind during this process.

  • Cost-Effective metrics - many video formats are un-skippable therefore you are guaranteed that every user served your advert will view it through to completion. Alternatively, most skippable formats (often skippable only after 5 seconds) are charged on a CPV basis therefore you are only charged when your video is viewed to 75% or more. This delivers maximum exposure for your budget and reduces wastage as much as possible.

If you would be interested in learning how video could fit into your advertising strategy, please don’t hesitate to get in touch and we’d be more than happy to put together a complimentary proposal for you.

Ocean Outdoor announce Birmingham's biggest ever digital network

Outdoor Specialists, Ocean Outdoor, have announced that they are to build Birmingham’s largest, fully digital, out-of-home network.

Created in partnership with Birmingham City Council, the new network will see all existing roadside locations replaced with 130 state-of-the-art digital screens which will be added to Ocean’s portfolio of large format motion screens and it’s city centre Loop network.

Located along key arterial routes and into outer suburban areas, the new network will include coverage into areas of Greater Birmingham including New John Street, Suffolk Street, Queensway, Corporation Street and Dartmouth Middleway.

With a number of screens now in the ground and operational, the wider network is due to be completed by 2020.

Why Digital out of Home?
Available to purchase programmatically, DOOH is an excellent medium for clients seeking to reach specific audiences, in specific locations, at specific times throughout the day.

DOOH offers clients a range of benefits:

  • Flexibility - the beauty of digital lies in it’s flexibility. Whether you’re looking to run multiple pieces of copy or update your artwork to suit the weather, digital allows us to do this quickly and efficiently to ensure we deliver the most up to date message possible.

  • Emotional Responses - studies show that DOOH advertising delivers a similar brain response to that of television advertising and works in a similar way; delivering multiple brand impacts and a strong emotional response - both components that have been shown to contribute to real world sales impacts.

  • Online/Mobile Integration - when booked in conjunction with online and mobile advertising platforms, DOOH is known to increase overall campaign performance and help build brand retention among consumers.

  • Short Term Deals - DOOH provides our clients with great opportunity to book in short term, discounted activity. If you’d like to be kept up to date with the latest DOOH offers, let us know and we’ll add you to our mailing list!

Happy International Women's Day!

Today is International Women’s Day; a day where we celebrate, on a global scale, the social, economic, cultural and political achievements of women.

This year’s theme is #BalanceforBetter and aims to highlight gender bias across all sectors from employment and pay to sports and media coverage. The campaign hopes to raise awareness that gender balance is essential for both economies and communities to thrive, therefore we all must take collective responsibility to drive a more gender balanced world.

In recognition of International Women’s Day, at KMS Media we have each pledged how we intend to promote equality and challenge gender bias today and every day:

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To make your own pledge and help tackle gender imbalance, visit the International Women’s Day website.