New Scientist Uses DOOH Campaign to Share Diet, Exercise and Relationship Tips for a Healthier New Year
UNITED KINGDOM — People make resolutions at the start of a new year that often include diet and exercise, but making a healthy start can be challenging. To help people make a positive start, New Scientist, a leading science publication, and JCDecaux UK have partnered to bring health tips using DOOH screens to reach consumers out and about this January.
The DOOH campaign features bite-sized information on topics such as diet, exercise, brain training, relationships and technology across JCDecaux’s nationwide digital out-of-home (DOOH) network along with the hashtag #LiveSmarter. New Scientist will run additional content, including the original articles and features on newscientist.com/livesmarter, as well as on its social media pages. The campaign also includes a free mini version of New Scientist to hand out at stations across the UK through the end of January, with a subscription offer for print and digital access. The DOOH campaign will run through the end of January across JCDecaux’s digital Mall and Rail screens.
“This time of year can be a minefield for those wanting to make a healthy start. Firstly, there’s so much conflicting, and often unreliable, health advice in the media. On top of which we are bombarded with products that promise to detox and retune our bodies, often with no scientific evidence and a hefty price tag,” said Catherine de Lange, Biomedical Features Editor, New Scientist.
“New Scientist prides itself on our unbiased, objective journalism, which helps our readers pick through the evidence and equip themselves with the real information they need to make smarter decisions about their health and their lives. Through this partnership with JCDecaux, we hope to share just a few surprising insights from some of our recent stories to an even wider audience. Of course, behind each one lies a bigger story, but these take-home messages should be food for thought, and help even more of us live a little smarter in 2016.”
“JCDecaux’s digital channel reaches 50% of the UK population, giving us a great opportunity to bring relevant editorial content to people out and about in cities,” said Janet Guest, Editorial Director, JCDecaux UK. “We’ve teamed up with New Scientist to bring content to our screens that is in tune with what our audiences will be thinking about in January, how we can all live a little smarter in 2016.”
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.