Posterscope Guide to Convergent Out-of-Home Belgium 2014

Posterscope
Guide to
Convergent
Out-of-Home
Belgium

In collaboration with Isobar, Google, JC Decaux and Clear Channel.
The data contained in this publication is non-exhaustive and provided for general information purposes only. Please note that every effort has been made to ensure the accuracy of the
information at the time of its inclusion. However, Posterscope shall not, under any circumstances, be liable for the use that readers may make with the content shown in this document. In
the event of any doubt or misunderstanding, we strongly recommend to contact Posterscope.
© Posterscope Belgium. 2013.
All rights reserved by the authors. Partial or entire reproduction of the works and texts published in this book shall only be authorised with the agreement of the authors.
Member of Posterscope Worldwide.
Managing Editor :
Copy :
Prepress :

Benoît Van Cottem
Alessandro Asproni & Valérie De Coster
Valérie De Coster

Contents
Introduction 4
What does Convergence mean? 5
Drivers of OOH Convergence 7
Connectivity 7
Sophisticated Devices 9
Digitalisation & Networking of OOH
12
Consumer Adoption 13

Impact on the Consumer 17
Redefining Out-Of-Home 18
Opportunities Arising 20
Video 21
Influencing Digital Behaviour 28
Gateways to Mobile Content
45
Networked OOH 56
Engaging Interfaces 67
New Planning Data 72

Want More? 75
Glossary 76

Guide to Convergent Out-of-Home
Introduction

O

ut of Home is the oldest form of advertising; a medium that continues to permeate our daily lives. It’s
almost impossible to go through a day without encountering some sort of OOH media format, as
ubiquity is one of its key benefits. OOH is present in every market with strength in the ability to target by specific geographic location. Add in the fact that it gives advertisers a big, bold canvas to
showcase their creative and you get a medium that can deliver huge brand stature. However, this view of
OOH is one-dimensional in the current world we live in. The medium is evolving, and as we see convergence
across all media and the increased importance of audience engagement over pure awareness, we are challenged to redefine the OOH landscape and explore its extended capabilities and effects.

4

What does convergence mean?
In its simplest form convergence is where different infrastructure evolve to meet at a common point
of delivery. In other words, we can now watch TV on our mobile device or connect online through a
Smart TV. Technology combined with the convergence of media has dramatically affected the way
in which we now view OOH and its capabilities.

Poster

AWARE

Video
Audio
Online
Gaming
Storefront
Opinion

CONSIDER

Search
Play
Buy
Redeem

ACTIVE

Share
Contribute
Participate
Champion

PROACTIVE

5

What does convergence mean?
Historically OOH was primarily seen as an awareness driver in the form of posters that delivered rapid,
mass coverage. However, the digitization of OOH has now allowed us to look at a much broader range
of objectives and deliverables. The development of digital screens allows us to view videos, websites
and transform a pure branding vehicle into a brand narrative. Interactive screens have allowed for a more active consumer experience where users can search, play and even buy through the use of touch screens and
other engaging interfaces. Finally, digital screens can be synced to other media allowing users to share and
contribute through social media, participate or champion a brand, creating proactive engagement.

This guide outlines some of these opportunities and associated case studies. It attempts some segmentation
but of course the nature of convergence means that areas constantly overlap and blur. It is also not intended
to be exhaustive and you can keep up to date with the latest developments at PioneeringOOH.com
http://pioneeringooh.com/

6

Drivers of OOH Convergence
Connectivity

were online

connected
to mobile internet in 2012.

in 2012 in 2017
Source: SPF Economie Belgium - 16-74 yo - Q1 2012

USA
66%

1996

of BE population

31% of households

Rest of
the World
34%

54% expected

Source: PwC 2012

2011

85%

WW

U.S internet population
vs Rest of the World

USA
13%

Rest of
the World
87%

Source: comScore MMX - 15+ home/work locations Dec 2011

7

Connectivity

801.200
Telenet
wifi hotspots
& homespots

75% 26%
of EU population

have NO access

of mobile

to the 4G internet
vs 90% access in USA

Only 35% of the BE population
is covered by the 4G connection

Source: Telenet 2013

penetration rate

Source: RTLinfo.be - June 2013

in Belgium
EU average: 48%

Source: Broadband lines in the EU (situation at 1 July
2012) - Communications Committee (COCOM)

8

Sophisticated Devices

1on2 34% 2mio
mobilephone

now sold in Belgium

is a smartphone

smartphone

penetration rate

in Belgium

smartphones sold
in Belgium in 2012

vs 22% in 2012

Source: Belgium - GfK Retail & Technology 2013

Source: Google / Ipsos MediaCT - «Our Mobile Planet:
Belgium» - Q1 2013 - Universe 18-64 yo

Source: GfK Retail & Technology 2013

9


24
apps installed
on average on

Smartphone Brands market shares in Belgium
1,5%

0,7%
1,4%

0,4%

5,3%
7,1%
35,8%
8,8%

BE smartphones

18,8%

Samsung
Nokia
Apple (iPhone)
HTC
Sony
BlackBerry
Others
LG
Acer
Asus

20,3%

Source: IAB Dashboards Fact / InSites Consulting 18-64 yo - 2012

Source: Mobistar 2012

10


26%

+

BE tablet sales
Q1 2013 vs Q1 2012

67% 1/3
Android share
of WW Global
Tablet Shipments

of BE households

own a tablet
90% use it in the living room

+51% vs 2012

French
speaking

Dutch
speaking

Source: Belgium - GfK Retail & Technology 2013

Source: Strategy Analytics Q2 2013

39%
23%
17%
27%

Source: IBelgium AB Dashboards Fact & InSites Consulting- 18-64 yo - 2012 / GfK Retail & Technology 2013

11

Digitalisation & Networking OOH

+/-

3000

Posterscope’s percentage growth in spend on
digital OOH formats 2012 vs. 2011

ad screens

available in 14
environments

in Belgium

1mio

497%
Russia

23%

UK

USA

-19%
China

0%
Italy

+

50%
Australia

260%

screens in USA
Source: Posterscope Belgium estimation 2013 &

47%

South Africa

Source: PSI 2012

Posterscope Prism Screen

12

Consumer Adoption

78% 74% 39%
of BE population

of BE men use

at least once

to surf on the internet

go online

their smartphone

of the WW population

is connected
to the internet

a week

Source: SPF Economie Belgium - 16-74 yo - Q1 2012

Source: Mobistar - Universe: Belgian active population September 2012

Source: UIT 2013

13

Consumer Adoption

22% 1/5 48%
of Tech Leaders say

Wearable Computing

is the next Big
Thing in Mobile
Google glasses, iWatch, ...

Belgian manages

his money
on his tablet
or smartphone

of18-34yocheck

facebook

as the first thing

when they wake up

vs EU average: 37%

Source: Open Mobile Media 2013

Source: ING International Survey Financial Empowerment in Digital Age & Ipsos - May 2013

Source: expandedramblings.com - Worldwide Facebook Stats, August 2013

14

Consumer Adoption

78 %

5,6 % 2013

share
while...

use their smartphone
42 % watch tv
39 % listen to music
32 % use Internet
27 % watch movies
17 % read magazines/newspapers
13 % play video games
6 % read a book

Belgium» - Q1 2013 - 18-64 yo private smartphone
users who use the internet in general and who were
online yesterday with their smartphone

of m-commerce
in the EU e-commerce

Source: Zanox Mobile Barometer - Q4 2012

Launch of the Masterpass:

The Mastercard’s

e-wallet

in Europe

Source: Mastercard - Launch announced end of 2013

15

Consumer Adoption

54% 42%
have used
their smartphone

of BE smartphone users

search

every day every day
in the past 7 days
vs 39% in 2012

1.15 bn
worldwide

facebook

users

on their smartphone*

Source: Google / Ipsos MediaCT - «Our Mobile Planet: Belgium» - Q1 2013 - 18-64 yo private smartphone users who use
the internet in general (*) and who are searching via search engine on their smartphone

Source: Facebook Inc. - August 2013

16

Impact of the Consumer

Content

Commerce

The content
they consume
and how they
consume it

What they buy
and how they
buy it

Mobility

What they do and
how they do it in
different places

Social

How they
connect, interact
and share
17

Redefining Out-Of-Home
The new OOH ecosystem
Infrastructure
Ads

Ads

Posters

Public
Spaces

Posters

Screens

Screens
smartphone

People
& Places

Laptop

People
& Places

Tablets

Owned OOH

Retail media
& Assets

18

Redefining Out-Of-Home
The new OOH ecosystem

I

Ads
Google
Platforms

Services
Public
Spaces

Facebook

Posters
Screens

Content
Technology

smartphone
People
& Places

Laptop

Amazon
Commerce
& Coupons

Tablets
Apple

Owned OOH

Retail media
& Assets
Physical
Experiences

Apps
& Games
Data

It is important that we re-define OOH

and position it in the context of other
channels and uses of the medium.
Traditionally, OOH was a display
medium consisting of posters and ads
that was used to drive mass awareness.
The rise of DOOH and networked
screens took this one stage further
allowing for greater flexibility and cross
platform video opportunities.
The OOH ecosystem is full of interconnected, interdependent parts and in
today’s increasingly complex world we
need a much more advanced positioning
that helps keep us relevant and competitive and doesn’t look out of place alongside that of Apple, Google or Facebook
or Amazon. And in fact the OOH ecosystem actually overlaps with the other
major global ecosystems as they all have
properties people use when they are out
and about so this makes the OOH more
fundamental than ever before.

All rights reserved. ™ ® & Copyright © 2013 Posterscope.

19

Opportunities Arising
ENGAGING INTERFACES

NETWORKED OOH
Mobile + OOH gaming
Real-time optimisation
Refreshed content
Enabling sharing
Digital control of physical
world
Online OOH
Public utility
Personalised content
Social media on screens
Data as content

INFLUENCING DIGITAL BEHAVIOUR

CONVERGENT
OUT-OF-HOME

App downloads & usage
Web traffic
Coupon redemption
Social media usage
Search

VIDEO

Live broadcast
Cross-Platform video
Re-defining the video screen

NEW PLANNI NG DATA

GATEWAYS TO MOBILE CONTENT
QR codes
NFC
RFID
Visual search
Mobile augmented reality

20

Video
Introduction

O

ne of the most important changes to the OOH media landscape in recent times has been the
introduction of video-based content to the medium. This led many people to treat these new formats
as outdoor TV which in most cases is entirely inappropriate. Having said this there are many digital
Out-of-Home (DOOH) formats that can be planned alongside other video based media as long as
distinct audience measurement techniques, price benchmarking, consumer insight, spot length/frequency
optimisation and creative optimisation are taken into account.
Posterscope is the only OOH agency with a comprehensive proprietary planning system (Prism Screen) that
tackles many of these areas and makes the planning of DOOH and cross platform video activity quick and
accountable.
The nature of OOH video content can also be particularly broad. For example, projection technology is
completely redefining what constitutes a video screen.

21

Video
Introduction

54% 61% 125
think brands that

advertise on digital

notice

screens ads on
are more memorable

digital screens

(affinity index) 18-24 yo

talk about ad

they saw on
digital screens

with their relatives

Source: Posterscope Belgium - Out-of-Home Consumer Survey 3 - 2012/2013 - Total 15-64 yo

22

Video
Introduction

55% 22% 65%
of 25-34 yo

would rather give up

of BE smartphone users

interacting

their smartphone

on their smartphone

like the idea of

televisionthan
vs 13% in 2012

watch video

and 14% at least once a day

with digital screens

Source: Posterscope Belgium - Out-of-Home Consumer
Survey 3 - 2012/2013 - Total 15-64 yo

Source: Google / Ipsos MediaCT - «Our Mobile Planet: Belgium» - Q1 2013 - 18-64 yo private smartphone users who
use the internet in general

23

Video
Cross Platform Video
The proliferation of OOH screens allows brands to extract greater value from the production of videobased content, furthermore brands benefit from reaching light TV viewers who tend to be heavy
consumers of OOH. Planning DOOH alongside TV, Video-on-Demand and the like might involve some
creative adaptation but this is generally cost effective and OOH agencies can help with this.
This is more about reach and targeting rather than innovation and is often overlooked by cross-media
planners. In many countries the audience is huge.

http://youtu.be/kbNDVIFoOhM
Credits: Belgium - BDF, Posterscope, Carat, Happiness,
Clear Channel Play

Credits: Belgium - Microsoft, Outdoor Services, Universal
Media, These Days, Clear Channel

http://youtu.be/g5e3AGU30eY
Credits: UK + 165 others countries - A Day, Posterscope,
PSI

24

Video
Live Broadcast
Very few DOOH networks offer live video as an ‘off-the-shelf’ product but many can be enabled with
some technical modifications.

http://youtu.be/550bVUzX__A

http://youtu.be/gqnIVUOCADU

SNFC
To promote the HST line Lyon - Brussels, SNCF invited travelers
in the Lyon’s railway station ‘to (litteraly) pass a head in Brussels’.

Samsung held a live event in Portugal to showcase the
capabilities of the Galaxy Note 10.1. An outdoor advertisement
featured a remotely-located artist on a two-way digital screen,
who was asked to draw caricatures of passersby in real-time
on a Samsung Note 10.1.

Credits: France, Belgium - SNCF, TBWA

Credits: Portugal - Samsung, FullSIX, JCDecaux

25

Video
Re-defining the Video Screen
The rise of projection technology, often combined with specialist content adaptation techniques or
sensors is allowing almost any surface to become a video screen.

http://vimeo.com/7012935

http://youtu.be/udnn-RNoEyI

Sweatshoppe has developed a new interactive technology,
the “Dubbed video painting” enables to essentially “paint”
video onto any surface.

Play Fruit Ninja on a Vapour Screen. ‘Displair’ is basically
an interactive air screen that displays any image in mid-air.
Powered by a multi-touch optical system enabling to control
the image in the air by gestures only.

Credits: USA - Sweatshoppe

Credits: Russia - Displair

26

Video
Re-defining the Video Screen
Numerous campaigns have utilised ‘projection mapping’ but the vast majority of consumers will never
have experienced them in real life. Earned media is key to driving value unless locations have enormous
or highly relevant audiences. This technique is still very much in vogue but will no doubt be surpassed
by one of the other jaw-dropping technologies that are on the market or in development.

http://youtu.be/-lYpmwktTLM

http://youtu.be/yXUEXWaoapQ

Base Check launched its new mobile tariff, with free Spotify
Premium, with a world premiere: it gave young people a
unique chance to make an everlasting impression on their city,
by transforming them into their own 6 meter high holographic
statue.

In true Eristoff spirit, animations and an interactive game for
young nightwolves based on interactive architecture mapping.

Credits: Belgium - Base, Duval Guillaume

Credits: Belgium - Eristoff, Design is Dead, Famous

27

Influencing Digital Behaviour
Introduction

T

he ability to influence the actions that people take on PCs, laptops, mobiles and other connected
devices such as tablets, e-readers, media players, portable gaming consoles and internet enabled TVs
is of course a core requirement for any media these days.

The case studies throughout this section demonstrate the power of OOH media in this whole area. And the
growth in the relative importance of mobile is making OOH an even more crucial part of the communications
mix.
This section is not just about mobile and portable devices. Influencing actions taken on fixed devices at home
or work is still important.

28

Mobile Internet Usage

97% 25%
of BE smartphone owners

daily surf via
their smartphone

spent more time

online

3,2mio
facebook

BE mobile users

with their smartphone

in the last 6 months

Source: Belgium - IAB Dashboards Fact & InSites
Consulting - 18-64 yo - 2012

Source: Google / Ipsos MediaCT - «Our Mobile
Planet: Belgium» - Q1 2013 - 18-64 yo private
smartphone users who use the internet in general

Source: Belgium - Facebook.com/ads (October 23,
2013)

29

Mobile/Internet Usage OOH

77%

don’t leave

home without

their device
vs 72% in 2012

Where Smartphone is used?
Home

96%

On-the-Go

(=)

86% (+16 pp)

In a Store

77% (+22 pp)

Work

76% (+7pp)

Café

75% (+21 pp)

Resto

71% (+19 pp)

Public Transports

70% (+23 pp)

At a social event

59% (+22 pp)

Airport

57% (+18 pp)

Doctor's office

56% (+25 pp)

School

48% (+22 pp)

Source: Google / Ipsos MediaCT - «Our Mobile Planet: Belgium» - Q1 2013 - 18-64 yo private smartphone users who use the internet in general - Percentage Points 2013 vs 2012

30

Driving App Downloads & Usage
The nature of many apps and the times at which smartphones (& tablets) are used for non-voice
activities is making OOH media a common choice to influence app downloads & usage.

http://youtu.be/uKLRlmzfxr4

Credits: Belgium - Hello bank!, Posterscope, Havas Media, Publicis, JCDecaux

31

Driving App Downloads & Usage

http://youtu.be/H-rDO-yrz98

Pagesdor.be collaborated with the “Restos du Cœur” and Euro Toques to promote the launch of its application “A table”
(listing more than 15.000 restaurants) through a solidarity campaign “ Share-a-table”. Per 10 App downloads or usings, pagesdor.
be offered a meal to people in need. To invite smartphone users to download the App, a free WIFI hotspot taking the shape of a real
table has been placed in 3 main railway stations in Belgium.
Results: 4.000 offered meals.
Credits: Belgium - pagesdor.be, MEC, Truvo, Happiness-Brussels, Clear Channel Create

32

Price Comparison & Coupon Services
OOH media should be considered for brands that benefit from the use of coupon, price comparison
and barcode scanning apps/sites. OOH can encourage usage when out shopping and of course the
same technique could be employed to discourage usage and try to shorten the path to purchase.

133 24%
X3
BE Mobile Commerce

was 3 times

more used

in 2012 than 2011
Source: BeCommerce Figures & Trends - March 2013

affinity index on 25-34 yo

like interacting
with an OOH ad

with their smartphone
to download vouchers
Source: Posterscope Belgium - Out-Of-Home Consumer Survey 3, 2013

of smartphone searches

lead to offline

purchases
Source: Google / Ipsos MediaCT - «Our Mobile
Planet: Belgium» - Q1 2013 - 18-64 yo private
smartphone users who use the internet in general

33


66% 53% 37%
have researched
a product or service
on their smartphone
19%

On-the-go

19%

make mobile

purchases

at least once a month

don’t purchase
on mobile because
the screen size is too small

Work

14%
12%
10%
8%

Public Transports
In a store
Café
Restaurant

Source: Google / Ipsos MediaCT - «Our Mobile Planet: Belgium» - Q1 2013 - 18-64 yo private smartphone users who use the internet in general

34


Monify launched in 2013 the Belgian m-commerce
platforms ‘iTry’ and ‘iBuy’ enabling advertisers to sale
and offer coupons or samples to consumers by scanning
dedicated advertisements.
http://www.monify.be/

ASOS ran a one week campaign to coincide with the last payday
before Christmas. A mixture of digital rail panels showcased the
key fashion lines and trends for the party season. Passersby could
claim a 20% discount on their purchases via an SMS short code.
The code was only available to people having seen the OOH
advertisements

Credits: UK - Asos, Posterscope, Carat

35

Driving Search / Mobile Search

84% 31% 179
of smartphone users

have looked for

localthem have
info
and 83% of
taken action as result

Belgium» - Q1 2013 - 18-64 yo private smartphone
users who use the internet in general

have performed
a mobile search

after seeing

a poster

Source: Posterscope Belgium - GO OOH Study 2012

affinity index on 25-34 yo

looking for
a brand/product

on their smartphone

after seeing an OOH ad

Source: Posterscope Belgium - Out-Of-Home Consumer Survey 3, 2013

36

Plenty of evidence exists to demonstrate the effectiveness of OOH as a driver of search and the growth
of mobile search is making the medium an even more critical component in marketing plans.

http://youtu.be/zpdcUakdQVA

Qualcomm wanted to make everyday life better with mobile, so the Mobile Technology company brought in a few surprises to a
bus stop. Just a poster featuring a URL, waited for people to visit the mobile site and when they pressed the button, the fun began.

Credits: USA - Qualcomm

37


http://youtu.be/RdfafZihRUM

CBS Outdoor UK revealed a challenge across the commuter hubs of London asking Londoners to ‘Look for Longer’. Through a
poster with a selection of cryptic, visual clues revealing a total of 75 tube stations across the network, ‘Look for Longer’ challenged
commuters’ lateral thinking as well as testing their knowledge of the city’s tube network. The campaign used traditional outdoor
advertising and Virgin Media Wi-Fi on the London Underground to engage with consumers whilst they are waiting on platforms. Over
four weeks, large posters featuring the game appeared at over 30 tube stations across London. Commuters were directed to a
micro-site where they were able to submit answers for the chance to win a selection of prizes. They were also able to ask for help
using the Twitter hashtag #lookforlonger. The second phase of the campaign saw the creative brought to life using augmented
reality on digital screens.

Credits: UK - CBS Outdoor

38

Driving Web Traffic
As well as 3G/4G, the proliferation of Wi-Fi hotspots makes it even easier to drive people online
immediately as a result of seeing an OOH ad. Location-based ads and apps can be placed on hotspot
home pages and surfing can be ad-funded which also allows data capture. OOH creative that directs
people to a hotspot in the same location can be an alternative to other types of ‘interactive posters’ that link
to rich content.

http://youtu.be/ZlpXk-JuPIA

Volvo Cars invited the passers-by, via their facebook fan page, to give their opinions on the new Volvo model. These were then
broadcasted on a LED screen placed on panoramic billboards in the city center of Brussels.

Credits: Belgium - Volvo Cars, Mindshare, BBDO, JCDecaux Innovate

39

Driving Social Media

80%

visit social

Facebook

4.796

Youtube

3.905

Linkedin

1.163

Google+

717

networks on
their smartphone
+9 pp vs 2012

and 46% of them

visit it at least

once a day
+15 pp vs 2012

Source: Google / Ipsos MediaCT - «Our Mobile Planet: Belgium» - Q1
2013 - 18-64 yo private smartphone users who use the internet in general

640

Instagram

Ask.fm
Pinterest

452

389

161

BE Unique Visitors per month (x1000)

Source: Belgium - Comscore, September 2013

40

There are numerous ways of using OOH to influence behaviour within social media. Approaches
include using the very public nature of OOH as a reward for online participation, creating real world
experiences that people want to share, using location-based check-ins, or creating online experiences
whereby people can directly affect events in the real-world.

http://youtu.be/pXEV6JTYlok

Citroën invites passers-by in Brussels to take pictures of themselves and share them on Instragram to win a week-end “wind in your
hair” driving the new Citroën DS3 Cabrio.

Credits: Belgium - Citroën, Havas Media, JCDecaux Innovate, Havas Worldwide Brussels

41


http://youtu.be/0jEwJ1SNoro

To promote Fox’s film release The Croods, Posterscope created an interactive bus shelter on Antwerp’s Koningin Astridplein.
The site, part of a national campaign, was equipped with a camera and screen enabling people to choose a specific background
featuring some of The Croods characters and take a photo which could then be shared on Facebook. The 20 best pictures each day
were broadcast on the city’s main station digital screens network. In total 5,046 photos were taken during the one week campaign
of which 1,760 were uploaded to Facebook. Interactivity rate: 24%.

Credits: Belgium - 20th Century Fox, Posterscope, Vizeum, Seven

42

Using Mobile to Control the Physical World: Check-ins
‘Non-venue’ locations such as poster sites can be created as check-in points on social networks,
such as Foursquare. Facebook requires activity to be more centrally linked to the overall philosophy of
sharing. This does not exclude Facebook from such campaigns but the mechanic needs to be more
than just issuing a consumer reward for check-in
While there is still uncertainty regarding long term consumer adoption of the check-in mechanic this
is partially due to consumer awareness and the appeal of the reward. This can be overcome by using
OOH media to explain and motivate.

43

Using Mobile to Control the Physical World: Check-ins

Quick launched a Foursquare action offering
free products to their customers: one free
cheesburger for the first “check-in” and for the
loyal ones, a free menu at the third “check-in”.
1370 total Check-In’s.

Every Urban Furniture advertising board of JCDecaux is on Foursquare. The
system allows you to use all JCD street furniture locations to interact: consumers
only have to check-in on Foursquare near a poster displaying the Foursquare
icon. A Foursquare so called ‘special’, communicating the offer , appears and
the interaction can start.

Credits: Belgium - Quick, Isobar, Carat, Fred & Farid Group 2011

Credits: Belgium - JCDecaux

44

Introduction

T

he proliferation of smartphones is of course making it much easier for users to access digital content
especially with tools such as Google’s home screen search bar and apps from YouTube, Facebook,
etc.

The previous section highlighted the importance of OOH media to remind and motivate people to seek out
content but OOH can also act as a more tangible gateway to content. This can either shorten the process by
taking people straight to the advertised item or destination, or it makes the whole experience more fun and
interesting.
There are numerous ways of achieving this. We have outlined a few examples in this section.

45

QR Codes
Quick Response Codes are not unique to OOH and are found on all manner of print material and even
the occasional TV or digital screen ad. They enable mobile users who have a suitable app installed (and
understand how to use it) to hyperlink to any form of content hosted online.
Whilst QR codes are unlikely to have a long-term future (outside of Japan where usage is mainstream)
due to more advanced technologies such as NFC (Near Field Communication) they are appearing on
more and more ads outside of Japan where usage is mainstream. Common mistakes when adding QR
codes to campaigns include lack of consumer instructions, poorly optimised mobile content or user journey
and limited or non-existent tracking. Different codes should at least be assigned to different media or formats.
Availability of mobile signal should also be considered. Postercope can provide tracking, production, and
advice across all of these areas.

46

QR Codes

A big ING QR code (teaser) on a street furniture to download
the ING Smart Banking App for smartphone.

With the launch of Nestlé’s ‘We Will Find You’ campaign,
where £10,000 can be won with special bars with GPS locators inside the packaging, transit shelters were placed across
the country with QR codes and NFC tags that would send
the user to a site to inform them how many bars were left out
there to be found.

Credits: Belgium - ING, Posterscope, Carat, Havas Worldwide Brussels, JCDecaux

Credits: USA - Nestlé, Posterscope, JCDecaux

47

NFC
Near Field Communication is a contactless technology that is starting to be integrated into smartphones.
It allows users to touch their phone against an NFC tag or reader to instruct the phone to take an action
such as opening a particular web page or app. NFC also allows phones to become mobile wallets, as
well as allowing users to touch their NFC-enabled phones against each other to share content. NFC tags can
easily be affixed to almost any accessible poster site.

38%
42% 50%
NFC payments
will account for

of all mobile payments
made in Europe in 2015

and until
in Europe in 2018

of mobile phones
shipped in Europe

will come with NFC in 2018

Source: Frost & Sullivan

48

NFC
NFC is highly scalable with most handset manufacturers releasing NFC-enabled phones in the near
future. Nokia, Samsung, Google and others already have some handsets on the market and there is
speculation as to whether Apple will join the collective commitment to NFC. For OOH, NFC allows
simple, quick, highly scalable, affordable interaction between mobiles and poster sites. There are some
challenges to adoption, in particular regarding ownership of the payment component with the banks, mobile
operators and players such as Google all competing, but overall we expect NFC to become the dominant
technology for mobile and OOH interaction.

http://youtu.be/UIuh_8yI-n0

Disney Infinity, the new video game platform that uses NFC figures, is being marketed in France via 5,000 NFC-enabled out-ofhome posters located across 21 French towns and cities. These posters enable NFC phone users to download an app that gives
them directions to their nearest Disney store and a coupon that can be redeemed at Disney stores, as well as Disney Movie Rewards loyalty points and videos of the game in action.
Credits: France - Disney, Insert

49

RFID
Radio Frequency ID is the technology found inside building security passes, inventory management,
product tracking, passports, transit ticket cards and more. Simplistically, it allows individual items or
people to be electronically identified. NFC (see next section) is built upon RFID.

http://youtu.be/d9PIgi1CnK0

Mercedes-Benz Vans implemented an interactive outdoor event on digital advertising displays in Berlin underground station
Friedrichstrasse. Under the slogan “Key to Viano”, passers-by were offered the opportunity to control digital advertising displays
using their own remote car keys.
Credits: Germany - Mercedes-Benz Vans, Bernhard Lukas, JC Decaux

50

Visual Search
Various ‘visual search’ apps exist including Nokia’s Point & Find and Google Goggles. Smartphone
owners with a mobile app can view objects and ads through their camera phone and are served
on-screen links to related content. Some other operators deliver visual search results via SMS when
the user sends a photo of the ad via MMS.

http://youtu.be/ZntrrHP1Mas

Credits: Luxembourg - Orange, JC Decaux

51

AR
Mobile Augmented Reality (AR) allows virtual hidden content to be overlaid onto posters when viewed
through a camera phone and mobile AR app.
There are numerous providers of mobile AR apps which vary in quality, speed and handset compatibility.
In addition there are often chains of technology re-sellers. Brands have the choice of integrating AR into
their existing app, creating a new branded app (usually by re-skinning an existing AR app) or promoting
an existing third-party app. Regardless of the route, serious consideration should be given to consumer
education and call-to-action. The cost of adding mobile AR to a poster campaign can often be minimal.

AUGMENTED
REALITY (AR)
52

AR

http://youtu.be/ABUNicKYXUU

http://youtu.be/3Y58_r25QG0

Tic Tac’s Augmented Reality campaign on Bus Shelters in New
York City allowed consumers to interact with a paper poster on
their mobile smartphones and tablet devices.

To demonstrate the new Cadillac ATS’ most compelling features, Posterscope replicated the test drive experience for the
ATS’ public launch. In order to truly translate the experience,
Posterscope came up with the concept to do a highly creative, photorealistic, interactive 3D Chalk art murals, enhanced
by an Augmented Reality experience.

Credits: USA - Mondelez Tic Tac, CemusaNA

Credits: USA - Cadillac, Posterscope

53

Want more?

http://youtu.be/7ZXucLUfh0U

http://youtu.be/4F9FkBZ92xI

Adidas NEO has taken window shopping to a new level
with an interactive digital window concept that connects to
a smartphone, making it possible to shop at the store after
hours without an app or scanning a QR code. By typing in the
special URL shoppers can connect to the window via their
smartphone and take control of a virtual shopping bag. Any
product dropped into the window’s shopping bag instantly
appears on their mobile ready to save, purchase or share with
friends.

Blue Butterfly, an NFC-based communications company, has
created a new app that simplifies connecting to WiFi by allowing
users to connect by simply tapping their phone to a countertop, wall or window. There’s no need to register, remember a
password or enter your email address; just “tap-to-WiFi”.

Credits: Germany - Adidas, TBWA

Credits: Blue Butterfly

54

Want more?

http://youtu.be/Kp6JJKbOSeY

A bar in central Budapest was rigged with RFID readers,
antennas and wires which triggered some fantastic surprises
whenever a bottle of Strongbow Gold was opened. The cider
’StartCap’ is a RFID bottle-top that interacts with a “reader” to
trigger something, whether to check you in on Foursquare, turn
on the juke box or even fire a cannon.

Credits: Hungary - Strongbow Gold, Work Club

A life-size Nespresso machine on Boylston Street certainly
turned heads. At this fully-saturated bus shelter, the popular
coffee connoisseur gave out vouchers for those interested
to bring into nearby Nespresso boutiques for complimentary
tastings. Thirsty passersby entered their email addresses on
the shelter’s touchscreen to receive the instant vouchers on
their mobile devices. Upon doing so, a map appeared on
the screen highlighting the closest Nespresso location to let
participants kiss their sleepy mornings goodbye!
Credits: USA - Nespresso, Kinetic, JCDecaux

55

Networked OOH
Introduction

W

ith the exception of China where many content updates are carried out physically the vast majority
of digital OOH screens are internet connected which allows content to be changed quickly and
cost effectively.

Screens can therefore be used on a much more reactive and tactical basis and content can be redistributed
from other digital sources. This enables integration with other bought, owned and earned digital media, new
data sources as well as all kinds of interactive and content sharing options.
Added flexibility also gives the potential for agencies to optimise activity in real-time based on outcomes such
as sales, search etc. Optimisation might be assessed in terms of creative, location, time, day and more.
Exact technical capabilities do vary enormously by media owner and network. Some of the opportunities in
this section are available as ‘off-the-shelf’ options, others may require modifications to media owner systems
and some opportunities might only be possible on certain locations or networks.

56

Networked OOH
Triggered Campaigns

http://youtu.be/rA4GF5a3xHE

Thomas Cook wanted to be able to change in real time his
message according to the weather conditions and its available
“last minute” offers. A sequence of 3 spots was planned in the
loop: the first one broadcasted the weather in Belgium, the
second one in Greece for example and the last one displayed
the “last minute” offer available in Greece.

La Redoute created the Live Weather Billboard: the first
digital billboard directly connected to the weather. It allows
to capture weather changes on the poster according to two
criteria: temperature and rainfall, all in real time. Hour after hour,
La Redoute suggested clothes that corresponded precisely
with the weather conditions at that very second.
Results:

Credits: Belgium - Thomas Cook, Posterscope, Carat, Boondoggle

+ 34%

website traffic & + 13% sales

Credits: France - La Redoute, CLM BBDO

57

Networked OOH
Real-time Content
Digital OOH content can be created from a myriad of data streams such as trending, mobile activity,
public API’s, client or partner data, social media, websites, content management systems and more.

http://youtu.be/d8oqCmufcv8

http://youtu.be/GtJx_pZjvzc

To strengthen the Share a Coke campaign, CocaCola have created an interactive campaign on 98 digital
screens in railway stations. Passers-by have been invited
by hostesses and promoboys to write a message to a
friend on an iPad. The message then appeared on the
digital screens and people could share it on social media
via a link in their mailbox.

British Airways just launched its new “Look Up” campaign
and included digital billboards in London’s Piccadilly Circus and
Chiswick that picture a little boy standing up and point to a real
plane flying over. Look, The billboard says, It’s flight BA475 from
Barcelona.

Credits: Belgium - The Coca-Cola Company, Universal Media, Clear Channel Play,
Square Melon

Credits: UK - British Airways, Ogilvy, Clear Channel

58

Networked OOH
Real-time Content: Social Media

Lady Gaga revealed the cover artwork of her new album
ARTPOP in a piece by piece on Clear Channel digital screens
in major cities across the globe. Renowned for her social
media savvy and massive following, asked over 40 million
“Little Monsters” on Twitter and 59 million fans on Facebook
to tweet and post about her new album using the hashtag
#iHeartARTPOP. In real-time and across the world, every
hashtag tweet performed a digital tease of the album cover with
a new portion revealed every few minutes until the artwork is
fully displayed.
Credits: Belgium - Universal Music, Clear Channel Play

ESPN have integrated Twitter feeds into their bought digital
OOH sites. For this, the most recent burst, ESPN shifted
their focus from the Premiership to the excitement of the FA
Cup. Covering the 3rd, 4th and 5th rounds, fan produced
football banter was displayed on large iconic OOH screens.
To encourage participation, topical propositions were posted
by ESPN talent Robbie Savage and Ray Stubbs on the
networked digital screens.

Credits: UK - ESPN

59

Networked OOH
Real-time Content: Product

National Express ran a one day campaign to upweight a
national out-of-home campaign promoting a 2 for 1 travel
deal. The activity ran on screens in the street, the London
Underground and the railway stations.

lastminute.com’s ‘For Everyone’ campaign brings to life
lastminute.com’s brand promise of making the unattainable
attainable for everyone. A bespoke product was built for CBS
XTPs to create a dynamic digital Out-of-Home campaign that
features the latest lastminute.com branded and social content
as well as the most recent top trending lastminute.com offers
and location-based marketing.

Credits: UK - National Express

Credits: UK - lastminute.com

60

Networked OOH
Real-time Content: Utility

http://youtu.be/mEvc0RjghbY

Points is a new way of serving location-based content. It looks like a normal directional sign but displays dynamic content pulled in
from a variety of sources ranging from Twitter and Foursquare to RSS news feeds.

Credits: USA - Breakfastny.com

61

Networked OOH
Real-time Content: Behaviour



In today’s digital world, the highs, lows and drama of the London
2012 Olympics and Paralympics were transmitted within minutes
across social media channels. As the official electricity supplier
of the Games, EDF Energy measured the nation’s reactions to
London 2012 – the highs, lows, triumphs and glories – on Twitter
and turned the sentiment into a unique lightshow every night on the
EDF Energy London Eye.

Spotify, JCDecaux and Brothers and Sisters have launched
a ‘Mood of the Nation’ campaign on Transvision
screens in 15 train stations across Britain. The campaign
revealed the real-time music-listening habits of Spotify’s
millions of listener reflecting the national mood and
regional variations to become the ‘emotional barometer’
of Britain.

Credits: UK - EDF Energy

Credits: UK - Spotify, Brothers and Sisters, JCDecaux

62

Networked OOH
Real-time Content: Personalisation
Online behavioural targeting and social media sponsored stories are not the only way to deliver more
personalised messaging to consumers. Networked OOH screens have the potential to be combined
with facial analysis, text and object recognition, RFID loyalty cards, real-time human copywriting and
more.

http://youtu.be/e5bEB0tmMQI

To bring the MINI “Not Normal” campaign into the spotlight using Out-of-Home, a innovative media first was created to directly
celebrate MINI Drivers and their spirit of inventiveness for one week only. Taking place on digital billboards greeting MINI Drivers
with personal messages based on their MINI’s model and colour.
Credits: UK- Mini, Posterscope, JC Decaux

63

Networked OOH
Enabling Sharing
Custom made installations can be networked in much the same way as permanent DOOH screens. This
enables real-world retail experiences to be socialised and for interactive OOH media and experiential
activity to have built-in sharing mechanics to maximise earned media value.

http://youtu.be/mLbC68SHCJ0

Eurostar has launched a “live” advertising platform in a move to integrate social media and consumers’ conversations into its
mainstream advertising. Eurostar has developed the campaign to help customers travelling around Europe to share experiences and
advice with each other, and make sure the brand is part of the conversation. The technology will integrate real time comments about
the brand, its services and destinations, into its outdoor ad campaigns running on digital outdoor screens in London.
Credits: UK - Eurostar, Arena, AMV BBDO

64

Networked OOH
Enabling Sharing

http://youtu.be/qtevD9ppivI

McDonald’s have launched their digital OOH campaign which forms part of their ‘We all Make the Games’ Olympic and Paralympic
campaign. The OOH activity consists of digital screens, located across the country, are enabled to allow copy to be uploaded
dynamically with a number of copy changes planned for each day which will document and celebrate people, moments and emotions
of the games. Content will be supplied by creative agency Leo Burnett as well as from consumers with their own images which fit
under the heading ‘what kind of supporter are you’? The Piccadilly Circus screen, in addition to featuring live moderated content, will
also have a return-path which notifies the user to inform them that their image has been used and sends them a video via Facebook.
Credits: UK - McDonald’s, OMD, Posterscope, Cloud&Compass, Leo Burnett

65

Networked OOH
Mobile + OOH Gaming
Internet connected OOH screens allow mobile phones to be used as controllers for all kinds of gaming
experiences. This might require a custom created app or mobile website or there are various inexpensive
off-the-shelf options that can be modified as required. In Wi-Fi enabled locations games can be even
more sophisticated.

http://youtu.be/XwbMRC8sSmM

At basketball events across Germany, ING-DiBa created interactive billboards that let members of the public use their smartphones
to try and dunk a basketball into a net. Users logged on to a mobile website and pretended to throw the ball with their phone in
hand. Facebook friends got a notification, so they could follow the games through live screens and cheer for their friends which was
then acoustically transmitted to the billboard.
Credits: Germany - ING-DiBa

66

Engaging Interfaces
Introduction

W

hilst content and location are of primary importance in attracting audiences to participate in digital
OOH experiences, the nature of the technology that is used can also be a huge determinant in
uptake levels. The use of new technologies in OOH situations often precedes mainstream consumer
product applications. For example, touch screens in bus shelters and self-service kiosks preceded those in
mobile phones, and gesture-based gaming campaigns were deployed well before Microsoft Kinect. In fact,
Microsoft licensed part of the Kinect technology from a business involved in OOH advertising.
An innovative or larger than life interface in the public domain can seem particularly cutting edge, engaging
and fun, especially when experienced in groups which can of course drive earned media both digitally and
face-to-face.
Many examples of engaging interfaces have been included in earlier sections, in particular those with social
media or mobile integration. The following pages highlight some other particularly successful applications and
potential developments for the future.

67

Engaging Interfaces
Touch Screens



Water Light Graffiti: Digital artist Antonin Fourneau and tap
maker Grohe celebrated their collaboration at an event held in
Grohe’s NY showroom. There, visitors were able to create artwork
on Fourneau’s water graffiti wall – a surface made of thousands
of LED’s which were illuminated on contact with water. Fourneau
provided foam brushes, spray cans and sponges, but even finger
painting with water worked.

Firewall is an interactive media installation that allows
the audience to create amazing visuals and music by
touching a stretched sheet of spandex membrane, which
acts as a membrane interface sensitive to depth and
pressure.

Credits: USA - Grohe, Antonin Fourneau

Credits: Mike Allison

68

Engaging Interfaces
Gesture Based Games

http://youtu.be/RGpEi1U-UDk

The coffee brand Carte Noire Instinct created the “Window of Intensity”. A shop window at Westfield Stratford was transformed
into a unique sensory experience combining sound and real-time generative visual effects across a five-metre LCD video wall. Using
a live HD video feed, motion-tracking technology and Microsoft Kinect, the public see their surroundings transformed through visual
effects ranging from immersive colour trails to crystallising patterns triggered by motion and proximity. The closer the user is to the
window the more intense the experience, emulating the intensity inside every tin of Carte Noire.

Credits: UK - Carte Noire, Posterscope, Work Club, AllofUs

69

Engaging Interfaces
Augmented Reality

http://youtu.be/VPI0mMFEf7g

HTC launched their new tablet with a ‘trial by OOH’ through
fully interactive OOH executions on street furniture units and
interactive units in select cinema lobbies. The interactive
screens replicated the tablet experiences for users and help
them to understand the tablet interface. Users could take a
picture of themselves and use the touch screen to enhance and
draw on their pictures where the end result could be saved and
emailed for sharing via social media

Media rich Augmented Reality experience where consumers
could use the Bieber album cover to trigger an exclusive
video from artist with opportunity to take virtual photos with
Justin, win concert tickets, and click-through to download
album.

Credits: USA - HTC, Posterscope

Credits: USA - The Island Def Jam Music Group, Posterscope

70

Engaging Interfaces
Others

Fanta launched a highly interactive OOH campaign to target teenagers, which offered them the chance to physically connect with
the brand. Users were encouraged to participate on a range of challenges and games through a targeted national 6s campaign,
designed to seamlessly drive consumer engagement with the brand from offline to online. The ‘Fruit Throw’ game, which took
place on 10 interactive screens strategically located where teenagers typically socialise, allowed users to play the game directly
on screens on roadside bus shelters and shopping malls. The screens also featured a local leader board. Consumers were further
encouraged to engage with the brand through Fanta branded bus stops, which were adorned with moveable Fanta stickers. People
could take photos of themselves pulling their best ‘Fanta face’ with the stickers and post them on the Fanta Facebook page for
a chance to win prizes. In addition, other roadside and mall 6s encouraged teens to take part in challenges, posing with 6s and
uploading their photos to Facebook.
Credits: UK - The Coca-Cola Company Fanta, Posterscope, Publicis

71

New Planning Data
As the web becomes increasingly hyper-local and businesses and consumers create more and more
location-based data there are huge opportunities to utilise this data to inform and optimise the planning
of both traditional and interactive OOH media and to measure effectiveness. Electronic public transport
tickets, sat-nav’s, loyalty cards, mobile search, mobile wallets, and numerous websites and mobile apps are
just some examples of how technology is being used to create location-specific data trails, all of which have
the potential to help determine which OOH sites, dayparts and creative treatments might be most effective
for a particular campaign.

72

New Planning Data
As the web becomes increasingly hyper-local and businesses/
consumers create more location-based data, there are huge
opportunities to use the latter to inform and optimise OOH
planning, plus measure effectiveness.
Electronic transport tickets, sat navs, loyalty cards, mobile
search, mobile wallets, plus numerous websites / mobile apps
are just some examples of how technology is being used to
create location-specific data trails – all of which have the
potential to help determine which OOH sites, day-parts, and
creative treatments are most effective for a particular campaign.
Location based tweets provide an ideal data set to mine,
thus helping us infer which posters may be more effective in
influencing a consumers digital behavior.
The map shows tweets generated in Nottingham in a 7 day
period. The pins show poster locations, while the color represents
the associated index of the volume of tweets (generated in a
200m proximity to the poster). Red pins are the highest indexing
posters that people tweet in proximity to.

73

New Planning Data
Strava is website and mobile application used by
runners and cyclists to track runs and rides through
GPS. Combining stat tracking with social networking,
it provides route rankings, reward badges and timed
challenges to its users.
The Strava map above shows cycling activity during the
night of the Dunwich Dynamo, 20-21 July 2013, when a
thousand or so people cycled from London to the Norfolk
coast.
A snake of light shows the riders gliding through the
night, while the bright lights appearing all over the UK
and Europe are regular users of the app.
This data source provides fascinating location based data
trails and helps us identify which roads index highest to
target cyclists in the UK, helping us make a more data
driven approach to selecting roadside locations to place
OOH posters.

74

OOH Convergence Guide
Want More?
Out-of-Home opportunities and planning are evolving at an
incredibly fast pace with new insight, data, evidence, media and
technological applications arriving all the time.
You can keep up to date by subscribing to our new portal
http://pioneeringooh.com/

Thanks for reading. We hope you found it useful. Those of you
reading this offline can download and share at:
http://fr.slideshare.net/PosterscopeBelgium

75

Glossary
Smartphone
There is no standard definition that clearly delineates a smartphone, however the following requirements are
commonly accepted for designating smartphones : PC-like functionality with a dedicated operating system,
Internet connectivity and mobile browser, hardware or software-based keyboard, embedded memory, ability
to download applications and run them independently.
QR CODE (Quick Response Code)
Two-dimensional code used to provide easy access to information through a smartphone on which a QR
Code reader is installed. Once the code reader app is activated the user must shoot a picture of the code in
order to access to the stored content, which can be a phone number, text message, plain text, an URL, ... The
code’s creator can track information about the number of times a code was scanned and its associated action
taken, along with the times of scans and the operating system of the devices that scanned it.
RFID (Radio Frequency IDentification)
Data collection technology that uses electronic tags for storing data. Unlike bar codes, which must be in close
proximity and line of sight to the scanner for reading, RFID tags do not require line of sight and can be embedded within packages. Depending on the type of tag and application, they can be read at a varying range
of distances.

76

Glossary
NFC (Near Field Communication)
Wireless technology that enables the exchange of data between devices in close proximity to each other,
typically mobile phones. A NFC tag can also easily be affixed to almost any accessible poster site in order for
users in possesion of a NFC-enabled device to communicate with the ad.
OS (Operating System)
Master software on a computer or smartphone that allows it to run other applications developed for that platform.
AR (Augmented Reality)
Combination of real-world and computer-generated data. Use of live video imagery digitally processed and
«augmented» by the addition of computer-generated graphics.

77

Pioneering
Out-of-Home
Posterscope Belgium
Bd du Souverain, 165, Vorstlaan
1160 Brussels
Belgium
Tel: +32 (2) 788 74 00
Fax: +32 (2) 788 74 19
info.belgium@posterscope.com
www.posterscope.be

Our Posterscope Marketplace App for iPad

Posterscope Guide to Convergent Out-of-Home Belgium 2014

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