Feature

Campaign Media Awards 2008: Digital Sales Team of the Year - Alive

Alive, the dedicated digital team at CBS Outdoor, has cemented itself as a significant presence in digital sales following heavy investment from the company in the medium.

As market leader in digital, Alive has built its business on innovative ideas and thought leadership, leading to a rise in revenues for the year of 350 per cent.

This comes against a backdrop of the launch of the first 175 LCD screens across London Underground and the new XTP ad format, which has been embraced by advertisers including Nestle, Sky and Paramount Studios.

Alive says "adventurous" pitching has helped maintain a high level of occupancy and kept premium pricing level, winning support from creatives and clients, as well as media agency planners and buyers. The talent of the sales team is backed up by research and consumer insight.

Innovation has also driven growth, with Alive saying that the increased flexibility of timing and creative of digital opened up opportunities for new clients to outdoor. Among those taking advantage are McDonald's, pushing its deli sandwiches during the daytime; Marks & Spencer, with a "countdown to lunchtime" push; and the Evening Standard, which has been using the format to feed breaking news on its ads.

Another piece of innovative thinking was the decision to appoint a creative communications director. The aim of this was to inspire agencies and win the support of the creative community for a new format, as well as to drive the quality of creative work.

Also helping clients to understand the power of the new media is an interactive live web tool that allows them to view their campaigns in real time - making it a more accountable medium.

Alive has undertaken research under the banner Brand New Space, in conjunction with the psychology department at University College of London, to gain insight into how people see digital.

The research showed that digital advertising has created a completely new medium for advertisers; a brand new space in which to engage consumers that has positioned it away from traditional outdoor and into a new digital realm.

The findings have been presented to the industry, which proved to be a hugely interested audience. This has been reflected in achievements such as being invited to speak at the IPA Digital Outdoor Seminar (the only media owner to do so), and also being invited to speak at the Venice Media Festival on the future of digital advertising out of the home.

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