The expanding Out-of-Home infrastructure now encompasses not only bought and owned media, but also devices such as mobile, laptop and tablet that are all used primarily while out of home. This convergence of media is driven by the evolving consumer landscape, which is why our Hot Topics for 2014 primarily focus on the intersection of where technology meets media on a multi-platform level.
As a result of the rapid proliferation of mobile devices and screen options we are seeing a significant increase in location-based marketing, as well as the need for value. The momentum behind environment awareness is adding a layer of context that allows applications to be grounded in utility rather than pure entertainment, providing consumers with a more useful and engaging connection.
Our 2014 Hot Topics include a full range of themes including real-time optimization, borrowed formats, smart devices and OOH’s affect on the speed of delivery.
4. Borrowed FormatsOur world is becoming video agnostic because
of borrowed formats. With commercials
shrinking to fifteen-second spots and platforms
like Vine cutting content down to six seconds,
video needs to evolve into a format that is
ubiquitous across a variety of screen sizes and
formats.
Video activation strategy must consider all five
screens including mobile, tablet, TV, PC and
digital OOH in order to be pertinent to a time
starved audience.
5. What we think
The notion of borrowed formats has dramatically changed the
perception and place of digital OOH in the greater media
landscape, resulting in the need to develop a video activation
strategy rather than consider each medium/format as its own
entity. In order to be effective, video must now be adapted to
operate across the gamut of digital formats that includes
everything from large spectaculars to the 2”x 5” screen in the
consumer’s hand.
Our constantly connected culture has made multi-channel
reach crucial, with DOOH now serving a vital role in influencing
far reaching environments that are a part of someone’s daily
routine including trips to the supermarket, coffee shop, and
health club to name a few.
6. Real Time Technology
The expansion of real time technology and its
data capacity is increasing the opportunity to
deliver relevant messaging at pertinent
times, ultimately influencing brand conversion. In
addition, this technology offers data
capture, allowing brands to optimize against core
targets.
Brands can now take consumer curated content
and deliver messaging within relevant contexts
based on data generated.
7. What we think
Out-of-Home is primed to be an enabler for real time content
both in terms of reaching consumers during multiple touch-
points throughout their day, and pinpointing exact locations
while still offering scale.
The ability to provide real time content that can be changed
instantly within a specific context is a dynamic opportunity. Our
Liveposter platform can immediately deliver location specific
copy to multiple screens, combining real time data that is both
relevant and beneficial to consumers.
8. Smart Devices & Personalization
The variety of mobile and smart devices is
expanding as wearable technologies become
more mainstream. Smart devices are now a part
of our DNA to the point of knowing what we
want before we even know we want it.
Technology has become so smart that it now
knows where you are located, your emotional
state and if you are near other smart
devices, allowing for the transmission between
one another to create a truly individualized
experience for that user at the ideal moment.
9. What we think
Although still in development for best practices, wearable
technology presents the opportunity to have high-priority,
contextual notifications delivered directly to the wrist, waist
and head without reaching for a mobile device while on the go.
Personalized user data that is collected with each experience
can calculate what a user does and when they do it, offering
valuable information for reaching a key target.
Wearable technology also allows for augmented reality to
extend the OOH footprint by solving the need for an outside
application to initiate interaction, redefining OOH media
beyond its known infrastructure.
10. New Age Ad Intrusion
Beacons are disrupting the communications
landscape, going beyond geo-fencing to offer
contextually relevant information directly to a
person‟s mobile device without opening an
application. The beacon creates a profile of the
user within a short range, assumes why they
are in a specific location, and sends a specific
message or offer accordingly.
Beacons replace historic targeting information
with live data to assume best time and place for
messaging to deliver brand conversion. This
data is supported by an audience sample
whose participation is based on opt out rather
than opt in.
11. What we think
Today’s mobile-to-physical world engagements, while slicker
than previous attempts, still need to focus on mastering the
simple things such as campaign execution, removal of usage
friction, and above all, delivering value when it matters most.
Beacons promise significant improvements over first attempts
at real-world brand engagements via mobile, providing greater
parity across basic smartphone features, and gaining traction
across multiple platforms.
While it is currently restricted to engagement within a 20 feet
distance we expect the beacon’s capacity to expand in the near
future, allowing for engagement with Out-of-Home beyond place
based environments.
12. In 2014 we will see old formats have new
functions by providing benefits for users and key
data for advertisers. Advertising will be
smarter, allowing targeting based on intricate
data that is more relevant to the end user.
For example, sensors in outdoor formats will
detect weather conditions to offer appropriate
amenities; side walks will become GPS
enabled; telephone kiosks will transform into
information hubs; all providing function for users
through interaction and data.
Grand Gestures & Utilization
13. What we think
Within the overcrowded advertising space, media must meet
high expectations to obtain share of spend. As a result, grand
gestures are highly advantageous for Out-of-Home with a utility
component creating a more meaningful connection between a
brand and its user. Not only does this add value for the user,
but is also beneficial for the advertiser by allowing for a longer
dwell time, higher engagement and return of data contributing
to smarter advertising moving forward.
14. The iStreet & Speed of Delivery
Online retail continues to grow rapidly but it
loses out on the convenience of immediate
transaction of goods that is traditionally satisfied
via physical space.
Online retailers are now experimenting with
shorter delivery timeframes, and in some cases,
same-day delivery to capture a greater slice of
retail spend.
15. What we think
Brands can now create or extend physical entities through the
use of Out-of-Home media. Posters and pop-up installations
bring the brand to a wider audience, reaching consumers with
an extended retail footprint while bridging the gap on the
transaction of goods.
As the space between online and physical entities narrows, we
anticipate physical spaces to become experiential showrooms
for innovation, promoting various channels for transaction and
delivery of goods.
16. Uberfication & On-Demand Models
The on-demand model was previously the
mainstay of TV channels, allowing the consumer
to choose their „prime time‟, rather than be
dictated by the network. However, this level of
on-demand service now extends beyond the
living room.
Entities like Uber and Hailo now give consumers
control of personal transportation− click to
order, taxi arrives and payment is processed all
done through your account. This is leading the
revolution that will enable people to control when
and where they have access to premium
services.
17. What we think
The on-demand model’s greatest value is convenience, which
Out-of-Home can support by extending exposure and
accessibility. NFC, geo-fencing and other call to action
technologies act as a gateway for users, allowing them to easily
access Uber or Hailo for transportation when in a rush or
Redbox for entertainment when on the way home from work, all
done immediately while on the go.
18. Three-Dimensional PrintingThree-dimensional printing can best be
described as “non-augmented reality”. Like
other technologies that came before, 3D printing
has been slow to take off due to
misunderstanding of utility.
However, in 2014 3D printing manufacturers are
getting smarter, and their use is becoming
clearer to the mass market. Newer, cheaper
models are making the technology more
accessible while also coming in a range of sizes
for a broad range of uses.
19. What we think
Three dimensional printing has surpassed novelty status as
Out-of-Home proves its mass appeal in extended
environments where it is now feasible to use. It has become
a “reality” that allows brands to offer tangible, personalized
samples for audiences as a memorable brand
experience, and allows for experiential campaigns to offer
scalable, personal engagement with the public.
Notes de l'éditeur
At Posterscope we believe in an OOH ecosystem that is more than just billboards and screens that play ads. We believe the OOH infrastructure includes a host of both owned media and devices such as mobile/laptop/tablet that are all used primarily while OOH. The convergence of media and the multiplatform experience has been driven by a changing consumer landscape, and our Hot Topics for 2014 are primarily focused on where technology meets media on a multi-platform level.
The fact that more time is being spent out of home means that smart devices combined with OOH formats can offer new ways for engaging with targets while out of home more effectively than other media. We’re seeing a huge increase in location-based marketing with the rapid proliferation of devices and screen options. People will now be relying on these screens more than ever. As part of this increased dependency there is an expectation of services and personalization, as consumers are very protective of what they are willing to see on what they consider a very personal device. Because of this, brands need to add value to the experience rather than simply believe they can bombard a consumer with messages. There is more momentum behind location and environment, adding a layer of context that allows applications to be grounded in utility rather than entertainment, providing consumers with a more useful and engaging connection.
The introduction and development of programmatic buying in the OOH space will also lead to an ease of deployment as well as alignment with other programmatic channels. Oreo famously ran a ‘just as good in the dark’ ad during the 2013 Superbowl black out. This sort of spontaneous, contextual messaging can now be channeled across multiple formats across the entire digital spectrum.
In the UK Stella Cidre knew that sales increased when the temperature reached a certain level so they ran a campaign that only kicked in when it got hot. Not only did it trigger an ad but it each location it then mapped the nearest bars the product was available- a perfect example of utility in an appropriate context.
Our mobile device has become one of the most personal items we own, offering us a plethora of recommendations and solutions based on past behaviors to give us insight and allow us to shape our daily experiences. Smart Devices allow for AR to move beyond the fantastic, stunt-drivin application into a utility role.
As the technology becomes user-friendly more people will find value with capabilities such as alerts for traffic, flight boarding, emails, and social media mentions and interactions with brands which can be pushed to these devices from an OOH media format. Nest technology (smart devices)Mercedes' Dynamic and Intuitive Control Experience (DICE) offers a look at how the manufacturer envisions getting everything from traffic data to information about passing landmarks. The concept ditches buttons and touch screens in favor of gesture-based controls that communicate information while driving.
Beacons have encountered controversy based on privacy, however supporters argue that it isn’t an intrusion if you can control it. The value in this technology is that it makes the shopping experience seamless for users while imitating the online experience for brick-and-mortar retailers, subsequently salvaging ad budgets for brands with significant distribution offline
One standout example of a grand gesture was in Mexico City when Mexican internet provider Terra converted dog poop into wi-fi. Free wi-fi was offered in public areas every time a dog’s owner discarded the poop in a designated bin. In London EE offered 4G network support in 50 taxis when passengers texted from their device and received a personalized code. IBM offered new uses for OOH formats and creative with their “Smarter Ideas for Smarter Cities” campaign. It was simple and effective, turning posters into benches, stairs into ramps and a shelter for when it rains.
Kate Spade created a pop up store in NY’s Meatpacking District that offered local delivery in 2 hours or less. They even delivered to local coffee shops so you could get your purchase even when not close to home. Amazon controversially said they were looking at drone technology for deliveries but ebay have bough shutl, a same day delivery service. An older example: Tesco pseudo-store in subway stations. This has since been repeated by Pea Pod in NY and others where you order your groceries during down time and they are delivered by the time you get home.
Samsung partnered with 3D Systems on an app that allows users to create their own custom coins for their Samsung Note case that can print immediately in 3D via a Cube printer. http://www.3dsystems.com/blog/2014/01/ces-2014-design-and-3d-print-your-own-custom-samsung-note-case-engadget A professor at USC has created an enormous 3D printer that is capable of building a house in 24 hours, better known as Contour Crafting.