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Agency: Kinetic

±±¾©Èü³µpk10: City PM podcast

4 out of 5

Can you imagine the urban landscape of ancient Rome before adverts? No banners hanging from the civic buildings, no perimeter advertising at the Colosseum, no toga advertising. How eye-catching would the first advertisement have appeared? How unfamiliar and intriguing? The advent of digital out-of-home advertising is having the same effect on our modern cityscapes today.

Naturally, I'm an ardent supporter of the out-of-home platform, but no other medium offers such a breathtaking variety of opportunity and creative scope.

The capacity to offer movement, day-part delivery and audience engagement will revolutionise the medium.

City AM's partnership with Titan Outdoor makes good use of this on Transvision screens at Waterloo and Liverpool Street. The campaign is targeted, relevant and offers something to enrich commuters' experience of their journey home.

The newspaper is using clear advertising to prompt homeward-bound commuters to switch on their mobile's Bluetooth function to download a business news podcast.

This campaign gets four stars from me because it ticks all the right boxes. I use my commuting time on the way into work to read the main news headlines, but I don't always get time to catch up on business news throughout the day or to grab an evening paper on the way home.

This marriage of out of home and online is more than just a gimmick - I get something useful to occupy a few minutes of dead time while I'm travelling. Similar kinds of technology have been used well before, most notably with the success of Coldplay's X & Y launch last year.

I'm not so into my music, but I'd be delighted if sports news was broadcast from the screens to keep me up to date. And every traveller could look forward to a voucher for a free coffee to jump-start their mornings.

- Review by Nick Jarman, chief operating officer, IPM.