Adtower Digital Media has partnered with Musgrave Group to complete a national network of full-motion Digital Advertising Units at 100 SuperValu locations across Ireland.

The new SuperValu national digital network, features large 55inch full-motion HD screens, situated in strategic entrance locations maximising audience engagements as shoppers begin their in-store path to purchase journey.

The SuperValu Digitowers powered by Broadsign CMS, allows for reactive dynamic and contextual campaigns, countdowns, day-part or weather-related activations.

Vincent Whelan, Managing Director, Adtower said: “We are delighted to partner with Musgrave Group for this launch. The new network represents a significant investment in DOOH in Ireland allowing brands and services access to the valuable SuperValu shopper base with activate/dynamic content”

Today FM is urging people around Ireland to ‘Be a Dancer for Cancer’ in its latest annual Dare to Care campaign for the Irish Cancer Society. This year’s target of €500,000 again goes to fund cancer research and support services.

The Irish Cancer Society says that by 2020 one in two of us will get a cancer diagnosis in our lifetime. Thankfully, more people are surviving cancer than ever before, in large part to cancer research.

There are now over 200,000 cancer survivors in Ireland. Each day, 150 people are diagnosed with some form of cancer.

People all across the country, from schools to football clubs and offices to groups of friends, have set up their own dance events and fundraising pages to take part in a National Day of Dancing next Tuesday.

As part of the drive, Today FM listeners voted for the song to dance to on the day. The winning song, Shut Up and Dance by Walk the Moon, was championed by the Ian Dempsey Breakfast Show and raised over €10,000 in text donations.

Today FM presenters recreated famous dance scenes from movies, including La La Land, Dirty Dancing and Pulp Fiction, all of which feature in posters across the country. Since 2010, Today FM has raised over €8m for the Irish Cancer Society.

To get involved in Today FM’s Dare to Care and register your Dancer for Cancer event, visit www.todayfm.com/daretocare

Source: https://extra.ie/2019/04/25/business/irish/marketing-matters-today-fm-listeners-again-help-with-cancer-research

“A refreshing fusion of tea fruit and botanicals”.

It’s a first this year for Fuzetea across our convenience store network. Fuzetea is available in two delicious flavours: Lemon Lemongrass & Peach Hibiscus. The eye catching creative looks great on Digitower & DigiXtower.

Campaign via Kinetic and Mediacom.

Adtower Digital Media welcomes Nestlé YES! bar to our new channel of large, full motion, dynamically enabled units across SuperValu - Digitower_SV.

The new YES! bars remove the compromise and deliver a tasty snack by focusing on diverse ingredients that you might not expect to find in any ordinary fruit or nut bar.

While looking and tasting amazing, each YES! nut bar is a source of protein and contains 5g of sugar while the fruit and vegetable bars have no added sugar and contribute one of your five a day.

Louisa Parrillo, Senior Brand Manager for YES! said: “YES! sets out with the bold ambition to prove to consumers that wholesome products within this snacking category can be utterly delicious too. I love YES!, everybody here loves YES!, and we cannot wait to share these exceptional bars with the UK and Ireland.”

Adtower Digital Media are happy to provide space to support this fantastic charity CMRF Crumlin helping them to launch their Spring appeal.

The campaign is running with clever day-part creative for breakfast and lunch on DOOH!

Thanks to Kinetic for asking us to get involved.

To make a donation, visit cmrf.org/donate

Adtower Digital Media would like to welcome MyTaxi as a new user of our Forecourt Network of DigiXtower units..

Using specific 24 hour forecourts, MyTaxi targeted locations to recruit taxi drivers. Great strategic use of the network with very strong, full-motion creative.

MyTaxi recently announced it will be joining a new mobility brand family, and will be rebranding to FREENOW, later this year.

Campaign via PML Group and Vizeum.

Adtower is delighted to welcome Associated Brands Industries to our network with a fantastic campaign for Catch Bar.

Catch ran several fun, colourful creatives like, “The only wrapper your mum would know” on a constant loop across convenience stores and forecourts using our Digitower and DigiXtower networks.

Campaign was placed by Kinetic and OMD.

Lucozade Zero are back again this year as sponsors of First Dates Ireland on RTE2. Supporting the campaign is a DOOH campaign on Digitower and DigiXtower.

The fun themed creative “I’ll be wearing red” is displayed above.

Campaign via Kinetic and Mindshare.

Jennifer Aniston is back across our Digitower network of convenience stores with Coca Cola’s Smart Water.

Smart Water is manufactured by vaporisation to remove impurities, followed by condensation back to water and re-addition of mineral electrolytes.

Inspired by the clouds for a pure, crisp taste.

Campaign via Kinetic and Mediacom.

The Guys from M&M’s are back asking you to share Valentine’s day with them using fun, full-motion contextual messages like, "I thought the shift was a keyboard thing?" And "You’re bringing your mammy on our date?"

Campaign via Kinetic and Mediacom.

The Road Safety Authority (RSA) have just launched a campaign on our high frequency forecourt locations along commuter routes to target drivers and inform them of cycle safety.

Motorists are advised to give 1 metre clearance when overtaking a cyclist in areas of 50km/h and under and 1.5 metres in areas over 50km/h.

Give the space to ride safe! #SafePassingDistance

Learn more by visiting http://www.rsa.ie/en/

Campaign via PML and Spark Foundry.

We are delighted to welcome Avantcard to our network of Digitower and DigiXtower promoting Ireland’s lowest rate loans over €20,000.

If you have a great credit card rating you could enjoy a great rate of 6.1% APR – Ireland’s lowest rate on loans over €20,000.

Avantcard ran two fun, striking pieces of copy on equal rotation.

Find out more at Avantcard.ie

Campaign via PML Group and Vizeum.

With St Patrick’s Day approaching, Adtower Digital Media have created a new Hyper-Local-Count-Down campaign to join in with the celebrations. With all the local events and activities arranged nationally around St Patrick’s Festival it is very important to show how effective Hyper-Local DOOH can be, and also how easily campaigns can be created at scale across our Digital estate.

Designed in house, a bespoke geo-targeted, countdown, St Patrick’s Day message is being broadcast to each of our Digitower and DigiXtower units across our entire estate nationally by using cutting edge technologies, including player variables from BroadSign and HTML5.

A full motion asset, displaying a “Happy St Patrick’s Day” message is followed by a location variable, e.g. “Foxrock”. The asset is also displaying a countdown timer highlighting the time remaining to St Patrick’s Day. This is a first time a hyper-local campaign has been broadcasted at scale for the DOOH industry in Ireland.

For other campaigns it doesn’t have to stop at a location variable. Though this message is relatively simple, what it shows your client is that the possibilities are endless with an unlimited number of variables to choose.

The distance of how far away any of our Digitower/DigiXtower units are from a destination that is being targeted in a campaign could be calculated using GPS and then inserted dynamically into the creative.

Dynamic, Hyper-Local and Contextual campaigns are more engaging and relatable to the audience. Right Message, Right Time, Right Audience at the Right Place.

Adtower Digital Media, Irelands leading digital media company, is proud to collaborate with International Women’s Day (IWD) by broadcasting IWD assets across 150 Digitower and DigiXtower channels nationwide.

Working with IWD, our in-house tech team created, full motion, dynamic HTML5 assets counting down to International Women’s Day on March 8th. IWD is a global day celebrating the social, economic, cultural and political achievements of women. The day also marks a call to action for accelerating the gender parity.

International Women's Day (IWD) has been observed since the early 1900's - a time of great expansion and turbulence in the industrialized world that saw booming population growth and the rise of radical ideologies. International Women's Day is a collective day of global celebration and a call for gender parity. No one government, NGO, charity, corporation, academic institution, women's network or media hub is solely responsible for International Women's Day. Many organizations declare an annual IWD theme that supports their specific agenda or cause, and some of these are adopted more widely with relevance than others.

"The story of women's struggle for equality belongs to no single feminist nor to any one organization but to the collective efforts of all who care about human rights," says world-renowned feminist, journalist and social and political activist Gloria Steinem. Thus, International Women's Day is all about unity, celebration, reflection, advocacy and action - whatever that looks like globally at a local level. But one thing is for sure, International Women's Day has been occurring for well over a century - and continues to grow from strength to strength.

Learn about the values that guide IWD's ethos.

#IWD2018 #PressforProgress

Adtower Digital Media are delighted to have INM on board as a new client using our Supervalu digital network to promote the Rich List magazine in the Sunday Independent on Saturday January 13th/ Sunday 14th.

The campaign was planned by PML ltd in conjunction with Starcom and Adtower Ltd.

Using our leading-edge content management system, we were able to broadcast between 14.00 – midnight on Saturday and transmitted different assets with a call-to-action, on Sunday between 07.00 – 12.00.

With this modern technology platform brands can employ a new layer of context to reach their specific audience more effectively and efficiently delivering their communication into targeted, relevant consumer engagement time periods.

Featured on Adworld.ie

In another ground-breaking initiative that will benefit advertisers and brand owners, Adtower Digital Media will deliver verified live audience measurement data reports after each DOOH (Digital Out Of Home) cycle booked on its Dublin City Centre Network. This means, as soon as a cycle is finished, Adtower would be able to provide advertisers with accurate Opportunity-to-See data.

Adtower has 24 units across its Dublin City Centre network which includes locations such as Wicklow Street, Grafton Street, Westmoreland and O’ Connell Street.

The image processing software being deployed by Adtower is ADAM (Anonymous Data Analytics and Metrics), which is verified by Quividi. It analyses a stream of images and computes a series of metrics, describing the presence and the activity of people appearing in those images.

Typically, ADAM monitors the audience in front of a screen. A small data sensor captures the scene in front of the point of interest, providing real-time quantitative data on the live audience.

Significantly, while the data collected provides accurate demographic information, it protects the anonymity of individuals as the software does not use unique face recognition. It undertakes face detection, which is a branch of the Anonymous Video Analytics class of application, therefore maintaining compliance with the requirements of the Data Protection Commissioner.

Vincent Whelan, Managing Director, Adtower Ltd said: “The ability to provide our customers with real-time live data is one of the most exciting developments to-date for Adtower Digital Media. What we are offering is real-time audience recognition and the ability to deliver OTS information after each broadcast cycle. While this development is focused in central Dublin initially, we will of course be rolling ADAM out across our entire estate.”

Adtower welcomes Anthony Greene as the latest member of the growing Adtower Digital Media Team. Anthony is a recent graduate of the Advertising and Marketing Communications honours degree in I.T. Tallaght. He is joining the team as a Sales Executive.

Originally featured on Adworld.ie

As the countdown to Christmas begins, with children across the country looking forward to the festive season, Adtower, Ireland’s leading digital media company for out of home (OOH) advertising, has come up with a solution to the perpetual question on every child’s lips: "How many sleeps until Christmas?"

To celebrate the festive season and to encourage people to shop local, visitors to the main motorway Superstops’ and convenience-forecourts entrances around the country are now welcomed by Digitowers, full motion digital advertising units, displaying the number of sleeps until the big day.

The eye-catching creative campaign which is currently transmitting across the national network, using Ad copy created with HTML5, calculates the exact second when Santa will arrive in Ireland. Digitowers use Ultra-High bright Samsung screens which are framed with lead dipped glass which fights sunlight, providing captivating picture quality. Using BroadSign, the units have the ability to manage content in real-time, allowing for total flexibility.

Vincent Whelan, Managing Director, Adtower said: “This creative campaign brings a magical Christmas atmosphere to the city and really caught the attention of Dublin’s Christmas shoppers. Using a few lines of JavaScript to calculate the time difference and then styling the content with CSS and key frames, in order to animate the falling snow flakes, help make what would be a simple Christmas message into a campaign which is far more contextual and memorable.’’

As part of its product offering to brands, Adtower strategically places Digitower, DigiXtower and Adtowers in areas of significant footfall, either within or outside store locations. High visibility, dramatic design, digital units and large full motion screens are part of the company’s innovative digital concept. The units are designed in Ireland for retail, forecourts, off-licences and other locations.

All of Adtower’s digital units are remotely operated centrally from the company’s digital hub, located at its headquarters in Shankill in South County Dublin.

Adtower Digital Media, the digital OOH company, has partnered with Quividi, the globally accepted audience authority for digital OOH (DOOH). Adtower will be providing its customers with Quividi’s VidiReports, an image processing and analysis suite of software that collects audience metrics for the digital out of home advertising industry.

VidiReports track faces and categorise them by age and gender within a fraction of a second. A discreet data sensor, placed in front of a digital screen, views a scene and detects human faces as they come into view. The metrics are collected at each digital screen and then uploaded on a regular basis to a cloud-based data aggregation service called VidiCenter. By calculating the ratio of attention time to dwell time, it will be possible to understand the attraction index of an advertising message.

Using Quividi’s audience and attention analytics platform, Adtower Digital Media will be able to deliver granular audience campaign reports to its advertisers, and give them access to a set of unique optimizing tools, such as A/B testing and benchmark data.

Creative agencies and advertisers will also be able to create automated context-responsive campaigns, driving greater audience engagement and talk ability. In a breakthrough for advertisers in Ireland, the system will determine if a person is paying direct attention to the advertisement on a screen or just dwelling in the area.

The face detection system is completely done anonymously as it cannot perform face recognition, therefore, is fully compliant with privacy rules regulated by The Data Protection Commissioner.

According to Vincent Whelan, MD of Adtower: “The partnership with Quividi is a significant step for Adtower Digital Media as it marks a breakthrough in the audience metrics. It is a very exciting innovation for the market and it means that a customer is able to curate dashboards and charts for their network or campaign, and review automated performance reports. By developing insight from the wealth of inbound data, it is possible to optimise the performance of an advertising network. For example, they may discover an unexpected volume of traffic at certain locations at specific times, perhaps due to the proximity of a sporting venue or local event. It may therefore be sensible to change the advertising playlist to present ads most relevant to that audience, thus increasing the reach of the advertised brand.”

“Adtower Digital Media will also able to safely embrace DOOH’s evolution towards programmatic and audience planning. The need for real-time demographic data and predictive audience data will be critical for advertisers, media agencies wishing to programmatically buy and target a specific audience. Finally, Quividi’s platform already matches or exceeds the highest global privacy standards. It never stores any face images or collect any biometric identifiers and personal data.’’

“Adtower Digital Media are sharing our vision of a more engaging and relevant DOOH to the brands and the audience. We are glad to support them in providing context-aware campaigns and true accountability and work with them next on their programmatic initiatives. The respect of personal privacy is at the core of our values: Quividi’s products do not and will never store any face images, biometric identifiers and personal data,” adds Ke-Quang Nguyen-Phuc, CEO, Quividi.

Red Bull, distributed in Ireland by Richmond Marketing, recently engaged Adtower Digital Media, Ireland’s leading digital media company for out of home (OOH) for its recent campaign targeted at drivers. Run across 100 sites consisting of Adtower, Digitower and Motorway Superstops, the digital campaign ran over a two-week cycle to 13th August.

The Red Bull campaign utilized Adtower’s Digital Media Network by targeting forecourts in high-footfall locations. In an optimum example for the use of smart buying to target a specific audience, the Adtower display featured a full motion digital motoring-themed creative and slogan “Sometimes the miles just fly by”.

By aligning Red Bull to the driving experience, the objective was to encourage people to refuel with the energy brand, while they were driving during long periods such as the August Bank Holiday weekend.

Speaking about the campaign, Graham Clarke Zenith, Client Manager at Zenith Ireland said: “When Red Bull tasked us with aligning the brand to the Driving occasion we knew that targeting key consumer symbol groups and super stores across Ireland was essential, especially on Motorways. Our media was live in the lead up to the August Bank Holiday weekend, a key driving occasion for families, festival goers and people who work in the driving industry e.g. Taxi drivers. We identified DigiTowers as being a key media partner for this campaign. They provide digital creative capabilities, which is key in today’s advertising world, but they’re also located in proximity to the point of sale to drive bottom line purchases.”

Vincent Whelan, Managing Director, Adtower said: We were delighted to engage with PML and Zenith Ireland on behalf of Richmond Marketing for the delivery of the Red Bull campaign. Red Bull’s execution of the campaign is an ideal example of the use of Digitower for a specific targeted objective, thereby ensuring an optimum return on investment for the advertiser.”

As part of its product offering to brands, Adtower strategically places Digitower, DigiXtower and Adtowers in areas of significant footfall, either within or outside store locations. High visibility, dramatic design, digital units and large full motion screens are part of the company’s innovative digital concept. The units are designed in Ireland for retail, forecourts, off-licences and other locations.

All of Adtower’s digital units are remotely operated centrally from the company’s digital hub, located at its headquarters in Shankill in South County Dublin.

Conor Murphy has been appointed as Head of Sales by Adtower Digital Media. Conor joined Adtower as an intern in 2014, progressing rapidly through the roles of account executive and account manager. Conor graduated with an honours degree in Advertising and Marketing Communications from I.T. Tallaght and has developed a deep knowledge of the Digital Out of Home(DOOH) industry.

Adtower Digital Media has teamed up with Canadian company BroadSign in a deal which allows it to enhance its digital out of home platform with the introduction of automated digital signage content management system.

Headquartered in Montreal, BroadSign provides a secure, cloud-based platform designed to automate the digital signage content management workflow. Its software currently powers over 120,000 displays in more than 40 countries.

Effectively, Adtower Digital Media customers will be able to avail of cloud-based software, which will provide the ability at relatively short notice, to change the content across the key digital products, Digitower and DigiXtower. Currently there are 150 sites and this is expected to increase to 300 by the end of the current year. In reality, advertisers will be able to decide what goes on the screen and at what time, transforming the way OOH is planned and targeted.

According to Vincent Whelan, managing director, Adtower: “The partnership with BroadSign is a significant step for Adtower Digital Media as it marks the effective introduction of real-time content management to advertising in Ireland. It is a very exciting innovation for the market and means that advertisers using our digital OOH platforms will be able to instantly manage their content and make a decision to replace the content and change it literally within minutes. Advertisers may decide they wish to push a particular brand at short notice or alternatively respond instantly to new initiatives or offers by their competitors. There are so many ways in which this BroadSign software can be utilised.”

“We are eager to work with Adtower to grow the digital out-of-home market in Ireland,” said Maarten Dollevoet, Vice President of Global Sales at BroadSign. “With their premium placement and our automated software, advertisers will have the creativity and flexibility necessary to truly engage their audience.”

As part of its product offering to brands, Adtower strategically places Digitower, DigiXtower and Adtowers in areas of significant footfall, either within or outside store locations. High visibility, dramatic design, digital units and large full motion screens are part of the company’s innovative digital concept. The units are designed in Ireland for retail, forecourts, off-licences and other locations.

HB, Ireland’s number one ice-cream brand, is gearing up for a sizzling summer with a first to market Digital Out of Home advertising campaign that features location-specific and weather-triggered content. When the temperature hits 17 degrees or higher, the humorous and colourful content is displayed in real-time on digital OOH formats. The nationwide campaign is running across July and August.

To bring this creative, fun and innovative HB campaign to life Kinetic, the global leader in contextually connecting with audiences on the move, worked closely with media agency Mindshare, media owner Adtower Digital Media and creative agency, adam&eve.

The contextual campaign is displayed across 50 Digitowers, a network of 47inch digital screens, located strategically at retail outlets and superstops. Targeting consumers on the go, the innovative weather-activated HB campaign runs across a combination of premium screens in key locations across Ireland including Dublin (Deansgrange, Dundrum, Leeson Street, Longmile Road, Mespil Road, Portmarnock, Swords), Kildare, Wicklow and Offaly (Obama Plaza).

Speaking about the campaign, Lynne Andrews, Brand Manager, HB said: “The HB summer campaign aims to put a smile on our consumers’ faces with our contextual and hyper local advertising. Impulse ice cream sales soar when the sun comes out, even at just 17 degrees - so this real-time thermal solution lets us reach consumers when they're close to stores and ice cream is top of mind.”

The eye-catching and colourful campaign cleverly utilises contextual and relevant content to drive purchases of HB’s products. The campaign features ten creative executions, which playfully incorporate the location of the HB advertisement and the real-time temperature when between 17-25 degrees.

Susan Murtagh, Account Director of Kinetic said : “At Kinetic, we work closely with our media partners to make the customer journey more active. The HB campaign is a brilliant example of how using dynamic and relevant content with tactical placement allows us to effectively connect with our target audience. Dynamic content, quality upgrades and bespoke innovation continue to drive the Out of Home market forward.”

Speaking about the campaign, Vincent Whelan, Managing Director, Adtower said: “Adtower Digital Media is delighted to broadcast HB assets across 50 of its digital estate with thermal activation and thermal geo-targeting. Adtower Digital Media is first to market with this idea and looks forward to working on other great creative innovations.”

Adtower Digital Media, Ireland’s leading digital media company for out of home (OOH) advertising has announced plans to expand as the result of a capital investment of €1.5 million. In addition to this, the Irish company has intentions to expand into the Northern Ireland and UK markets by Q2 2018.

Operating since 2012, the Dublin-based company has grown from strength-to-strength, delivering exposure and emotive impact for brands such as Avonmore, Lucozade, Bord na Móna, AIB, HB, National Lottery, Ford, Coca-Cola and Tayto. Presently Adtower Digital Media’s key products, Digitower and DigiXtower, have an audience reach of 4.4 million per two week cycle, based on 100 sites. The company has 150 digital locations across its network, and plans to increase this to 300 by the end of the year.

As part of its product offering to brands, Adtower strategically places Digitower, DigiXtower and Adtowers in areas of significant footfall, either within or outside store locations. High visibility, dramatic design, digital units and large full motion screens are part of the company’s innovative digital concept. The units are designed in Ireland for retail, forecourts, off-licences and other locations.

All of Adtower’s digital units are remotely operated centrally from the company’s digital hub, located at its headquarters in Shankill in South County Dublin.

Vincent Whelan, Managing Director, Adtower said: “Adtower Digital Media is delighted to announce its significant expansion plans. Industry research shows that digital OOH is performing strongly in the market. A key selling point of our business is to increase brand recognition for our customers’ products and services. Our full motion digital units are capable of showing multiple adverts in a single 60-second loop. The beauty of digital OOH campaigns is that there is a vast array of data sets which are highly insightful to audiences, but don’t relate to personal data. We are very excited about the future of our company and the digital OOH sector. ’’