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Signkick Announces Brand Split

Since 2012, Signkick has been on a mission to make the planning and purchase of Out Of Home advertising simpler, more automated and connected.

We are pleased to announce the next step in this journey, which will enable us to achieve this mission better than ever before. As of today, the company will be divided into two entities – Signkick and Bubble Outdoor.

The rapidly expanding SaaS software side of the business, formerly SignkickTech, will take the name and brand forward. While the online OOH media sales platform, formerly known as Signkick, will be rebranded as Bubble Outdoor.

Signkick Branding Simplify Automate Connect

Signkick will be headquartered in Bristol, UK, with a development office in Amsterdam, and concentrate on delivering software for media owners, led by and CEO Tobias van Amstel with support from CTO Sebastiaan Schinkel and CCO Andy Hamblin.

“It has become increasingly obvious, through our conversations with media owners, that there is a real demand for high-quality, self-branded software, that automates the planning, purchase and delivery of their OOH offering.” Andrew Hamblin.

Signkick’s flexible, cloud-based SaaS products are created exclusively for media owners, helping them to make the planning, purchase and execution of their OOH advertising spaces simpler, more automated and connected.

Bubble Outdoor will operate the online platform at, enabling live automatic trading for businesses and individuals searching, planning and purchasing OOH advertising.

Bubble Outdoor will continue with guidance from industry stalwart Nick Jarman (founder of Talon Outdoor) and an experienced media team including Matt Stubbings (formerly Kinetic WW, Primesight and Posterscope) and Louise Chick (formerly Rapport).

“Bubble’s new look signals big plans for the future, including broadening the choice of posters available and offering new ways to target audiences.” Matt Stubbings, Bubble Outdoor

“With both Signkick and Bubble Outdoor growing at pace, we believe that splitting the company will ensure we deliver on their potential in a way that best serves our customers. We are very excited about their futures”  Tobias van Amstel, Signkick.

For more information about Signkick visit

For more information about Bubble Outdoor visit

Signkick GDPR

What is GDPR and how will it affect small businesses?

The General Data Protection Regulation (GDPR), comes into effect on 25 May 2018 and represents an unprecedented shakeup in data protection laws across Europe and the UK. It has major ramifications for how businesses collect and store data, regardless of the outcome of Brexit.

The outcry over the revelation that Cambridge Analytica was exploiting the private data of Facebook users demonstrates that the world has become alert to the ways in which personal data can be used and abused. It marks a watershed after which data protection will no longer be taken likely or be seen as a mere tick-box exercise.

Image showing close up of a security camera

What is the GDPR?

Although the GDPR contains an incredibly technical range of stipulations regarding how organisations and companies should approach data protection, it also has a fairly straightforward philosophy underpinning it. This philosophy can be summed up in two words: informed consent.

Data subjects can no longer be tricked into consent agreements smuggled into Ts & Cs, nor can consent be a condition for signing up to any service; they have to sign an explicit privacy notice that must be clearly and plainly stated.

Data subjects also need to fully understand the ways in which their data will be stored and processed, in accordance with this simple edict: if they don’t understand what you intend to do with their data, you aren’t allowed to do it. It’s as simple as that.

Will Brexit effect the GDPR?

In a word, no. Although the GDPR is an EU legislation, two crucial factors need to be taken into account:

1. The GDPR’s stipulations apply to any company handling the data of EU citizens, regardless of whereabouts in the world they are.

2. The main plank of GDPR has already been incorporated to the UK’s Data Protection Bill, which is soon to come into law.

How will the GDPR affect small businesses?

There’s some confusion as to exactly how the GDPR will affect small businesses.

There are lots of detailed requirements for organisations with over 250 staff (like appointing a data protection officer and publishing the details of 3rd party data processors), but that doesn’t mean small businesses are off the hook.

If you only occasionally process personal data, you aren’t bound by the GDPR unless the data you handle is considered “sensitive personal data”, such as data about political views and religious beliefs, membership of trade unions, sexual orientation, race, and ethnic origin, as well as any biometric or genetic data.

So, if you regularly process personal data or collect any sensitive data you should comply with the GDPR.

As a small business, you don’t have to appoint a data protection officer or publish details of any data processors you work with, but you do still need to ensure that you gain informed consent from all data subjects and that they are aware of how you will use their data.

This consent also needs to be verified; so you must keep written records of when, where and how you gained consent. If you, for example, use a data capture service like MailChimp, it will automatically generate reports that detail how people opted-in to your database. It’s important that you speak to the relevant teams handling data in any capacity, either within or on behalf of your company. Make sure they are informed about the GDPR and are complying as per their obligations. If not, heavy fines could result.

What does the GDPR mean for marketers?

Marketers will, of course, want to make sure they are GDPR compliant, as collecting and handling personal data is their lifeblood. From now on you will need to factor GDPR guidelines into your marketing strategies from the ground up. This is called “privacy by design”.

Opt-in consent

Speaking of opting in, all consent must be gained by positive, opt-in methods; so you’re not allowed to use pre-ticked opt-in buttons on a signup form, for example.

You need to inform data subjects:

How you will be using their data and who you’ll be sharing it with

How long you will store their data for

They can request their data be deleted or amended at any time

They can request their data be sent to them in a transferable format (“data portability“)

GDPR privacy notices

For small businesses, the lynchpin of your data protection strategy will be your privacy notice. We’re all familiar with long-winded terms and conditions, and the fact that no one ever reads them. Facebook famously published a privacy policy longer than the US constitution. Well, this is one of the major changes the GDPR aims to bring about. Privacy notices must be as concise, clear, and readable as possible so as to ensure data subjects are aware of exactly what their data is being used for and what their rights are.

The Information Commissioner’s Office (ICO) has a very handy PDF guide offering good and bad examples of privacy notices that is definitely worth taking a look at.

The ICO has a lot more information on how to get your business ready for the GDPR when it kicks in on 25 May, including a GDPR FAQ document and self-help checklist, as well as a helpline number for small businesses.

Signkick Blog

News from the 2017 DOOH Upfronts

This year’s Internet Advertising Bureaux Upfronts saw the annual digital media showcase bring together a wide range of brands and participants discussing the possibilities open to advertisers and agencies in a rapidly changing digital landscape.

Speakers addressed a range of topics such as the rise of Digital out of home advertising, the need for industry-wide advertising standards, and changing audience engagement.

news from DOOH 2017 upfronts

JCDecaux and OOH: Outdoor is “the best of both worlds”

Marketing expert Mark Ritson said that Outdoor’s intersection with Digital offered exciting possibilities. and underscored Mark Zuckerberg’s belief that contemporary advertising is about “having a conversation’ with audiences, rather than pushing information towards them. He believes that Digital out-of-home (DOOH) can avoid some of the pitfalls of Digital such as brand safety and that the medium could be “the best of both worlds”.

Other speakers discussed the need to focus on brand building without sacrificing sales activation and the possibilities now that video has been introduced to DOOH. But the big news was JCDecaux’s launch of a new brand charter called “BranDO”. The charter is aimed at shoring up trust in brands and represents a new benchmark in DOOH quality standards. This represents an acknowledgment that the industry is moving towards greater automation and that there is a growing need for consistent values across increasingly integrated advertising networks.

JCDecaux’s Les Binet made the point that the Digital revolution is not replacing other media, it is in fact enhancing it; with “digital support” making OOH 60% more effective.

Binet also argued that “broad reach” is still more effective than targeted campaigns. This is a useful reminder of the impact of out-of-home advertising which is characterised by its wide reach. This is backed up by the spectacular rise of DOOH which has grown by 30% in the past year.

Metrics that matter

A comScore panel talked about the complexities of advertising metrics and how to find “metrics that matter”. This means measuring advertising reach across a range of platforms. This is particularly important because the UK is now a “multi-platform market”. For more on getting to grips with metrics in out-of-home advertising, check out our recent blog post on the topic.

Another big topic was the rise of Mobile. Mobile access to the internet is now at 48% in the UK, but only 38% of digital ad spend is dedicated to it. Not only that, but Mobile use encourages “ephemeral content sharing” via platforms such as Facebook and Instagram. This is part of an ad environment in which audiences are wary of the hard-sell, favouring instead “ambient discovery” where they happen across brand messages in a saturated media environment that’s no longer centred around The News at Ten and Saturday shopping.

Amazon want your ads

Amazon held a closed session in a bid to draw in more of UK ad budgets. They are a “sleeping giant in online media” who are currently in the process of playing catch-up to Google and Facebook. Small businesses may well want to investigate advertising on the platform which is less saturated with ads than the Google/Facebook “duopoly”.

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5 things to take away from DSE 2017

The annual Digital Signage Expo (DSE) is the world’s biggest and longest-running showcase of innovative digital communications and interactive tech.

We bring you 5 key highlights from the #DSE2017 gathering in the stunning Las Vegas Convention Centre.

The industry can speak with one voice

One major headline to emerge from DSE2017 was the announcement that a global digital out-of-home council has been established with a mission statement to support “the intersection between out-of-home advertising and the digital signage industry.”

The establishment of a global digital out-of-home council will surely only benefit innovations and standards in a crowded international market.

As the world of digital out-of-home (DOOH) continues to enjoy growth, and becomes increasingly interconnected, it’s excellent news that the industry now has the potential to speak with one voice.

The industry is at a creative high

With arcade machine-style booths projecting floating interactive holograms, and snooker tables tracking the movement of balls, the DSE was both a show of advances in interactive digital tech, and a display of the creative energy the industry is capable of.

Interactive signage tech is on the up and up

Although the aforementioned items may not have an obvious ROI use right now, there were certainly more, let’s say… practical, interactive tech innovations like the Pilkington MirrorView. This clever touch screen mirror can be used to map digital images of fashion items onto the user’s reflection without the need for lengthy visits to the changing rooms. Pretty neat.

Retail signage is getting a digital boost

We’re also pretty excited about a transparent store front digital poster from ADTI media. This is a great innovation that lets retail outlets display marketing messages on their store fronts whilst enabling consumers to engage in some good old-fashioned window shopping.

Also on offer from the ADTI booth was a new fan-less SKYWIND LED sign, with a lighter, aerodynamic, sign that uses wind flow as a coolant, reducing wind resistance by 33%.

For fast food retailers, Armagard presented an impressive drive-thru menu system with an interactive, 49″ display, that can be networked via Wi-Fi or Ethernet cable, and pushes out an impressive maximum brightness of 3000 nits. Armagard claims the unit, which works straight out of the box and is weather and impact resistant, can drive a potential 8% increase in fast food sales.

APEX Award Winners highlighted the bright future of digital signage

Every year at DSE the APEX Installation of the Year winners are announced. This year’s top honours went to Razorfish for their T-Mobile Times Square store, an immersive digital experience with dazzling features like a 13-foot multi-touch wall from which shoppers can beam selfies to the huge storefront display screens that look out across Times Square.

Follow the #DSE2017 tag on Twitter for more on this year’s expo and find out about next year’s Digital Signage Expo on the DSE website.

Sebastiaan Heijne

Sebastiaan Heijne Leaves Signkick

After four fantastic years at Signkick, this month, Sebastiaan Heijne has decided to move on to take up new challenges. Sebastiaan has provided energy and expertise during the formative stages of the company which continues to go from strength to strength. He will be continuing to support Signkick as a shareholder and advisor. We wish him all the best in his future endeavours.

Read more about the Signkick management team here.