How data- driven technologies can be used to build a new echosystem for DOOH Slides From my Speech @ISE 2016, Amsterdam - Quividi Partner conference . Feb 11 2016.

1. Marco Orlandi,
Digital Media Director,
Grandi Stazioni S.p.A

2. 2
Grandi Stazioni : Profile
Focus on Digital Innovation
for ADV and Retail Spaces to
improve the customer
experience and Venue Value

3. 3
Gs Media Network 2012-2016: Our Digital Revolution
• Digital screens: 700
• Interactive Digitotem: 158
• LED Billboards: 16
• Digital Dominations : 2
• Traditional Billboards: 654
Key figures 2016

4. 4
Italy: ADV sales 2001-2015
Source: Assocom
49,2 54,0 51,5 53,5 51,1 51,1
33,9 28,1 27,5 21,1
17,2 12,7
5,7 6,4 6,4
6,2
5,9
6,1
9,0 8,0
7,7
6,1
5,4
5,2
1,25 2,66
6,39
12,61
19,94 23,30
2001 2005 2008 2011 2013 2015
2001-2015 Market Split % GS Media 2009-2015: Mkt share Doubled
8,1 B€ 6,1 B€

5. 5
Raw data are not
enough.
What metrics?
No data, No market
Sales Strategy : Go fishing where the fish are
Last year, TV + WEB counted for
more than 70 %
of the whole adv spending.

6. 6
Today we are using our Metrics to :
• Compare different Media and Networks
• Measure the effectiveness of the campaign
• Give feedback to creative agencies to
produce optimized contents
The OOH is perceived as a media not easy to be measured,
unlike TV, Radio and Web.
There is needs of common tools and indicators to measure
DOOH with the same KPIs used for other media.
Audience and Campaign Metrics

7. 7
Audience metrics and
analytics
Targeting
Reporting
Proof of display integration
Audience measurement
Impressions
Engagement
Demographics

8. 8
GS Audience Counting : 2013-2016
Oct 2013: Project Start
• Cameras on 120 interactive screens in 5 Venues
2014: More Kpi added to analysis:
• Convertion rates, dwell and attention time, Hourly distribution,
Demographic..
2015 : connection to campaign reporting
• Targeted audience analysis
After 3 years we have an impressive historical
record, and all the stakeholders learned a lot about
the customers’ behaviour inside our venues
OTS :470,872,608

9. 9
How are we using these numbers?
1 2
34
Support for OOH Sales
Support for TV SalesSupport for Web Sales
• OTS, Viewers
• Daily distribution
• Screen Loop Optimization
• Quality Feedback (attention index)
• Dianalitycs Integration:
– Gross/Net Impressions
– Frequencies
– GRPs, evaluation
• Merge with Traditional surveys
• Smart & Reactive content
• Conditional programming
• Impressions, CPM, Targeted CPM
• Interaction , Clicktrough
• Connection with DSP, SSP
• Footfall, dwell times
• Daily distribution
• Distribution inside the Venue
• Network optimization
Venue Evaluation

10. 10
ROI?
Today, We provide exclusive campaign reports to our
advertisers, including attention, quality, engagement
and interaction indexes about each subject.
They started to consider our venues
not only for outdoor campaigns,
but as extension of their Web and TV ad planning.

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Some Examples…

12. 12
Evaluating an ADV campaign: Impact Analysis KPIs
Share of Voice Share of Attention
Quality Index
Basic campaign report

13. 13
Impact on specific target
Network Average %
M F TOT
Child 3,9 3,7 7,6
Young 36,9 24,9 61,8
Adult 22,7 7,5 30,2
Senior 0,1 0,4 0,5
TOT 63,5 36,5
Campaign Attention %
M F TOT
Child 5,3 3 8,3
Young 33,5 20,9 54,4
Adult 26,9 9 35,9
Senior 0,5 1 1,5
TOT 66,1 33,9
Impact Analysis
M F TOT
Child 136 81 109
Young 91 84 88
Adult 119 120 119
Senior 500 250 300
TOT 104 93
Analyzing viewers distribution ( gender ad age) for each campaign and comparing
to the network average, we’re able to measure how the campaign was attractive
for each target

14. 14
Monitoring Attention during a Campaign

15. 15Data from Grandi Stazioni Media: the biggest DOOH network in Italy
Dianalytics as a Support to TV planners
Estimate and Measure Reach, Frequency, Gross/net impressions, GRPs
Merge Quividi Audience Data with traditional researches and surveys to get TV- Style KPIs.
All data and KPIs are available through APIs to planners tools and programmatic buying platforms.

16. 16
Road to Programmatic?

17. 17
Programmatic Out of Home: is DOOHGLE a threat ?
“This test has highlighted a number of areas that are fundamentally different and which will require further
development and integration before this becomes a market reality. For example: serving dynamic creative, how
we look at impressions versus credits, reporting, audience data, buying models, yield management, and
latency.“
( Tim Collier- Doubleclick)
In Nov. 2015 Google tested Doubleclick logic in a set of Billboards in London

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The Programmatic (r) Evolution in DOOH
TREND
NEEDS
Target the right person with the
right message at the right time
• Using Historical Information
• Buying in bulk
• Post Campaign Evaluation
From Media Planning
Evaluate each Impression in
real time against the desired
profile
• Using Real Time information
• Post Impression evaluation
• Feedback
To Audience Planning
Programmatic is moving fast
from the web to other media
Media planning and buying
will go programmatically
(even for DOOH)
Create standard analytics
Improve Performances for audience
metrics
Real time audience counting and analytics
Connect Additional data sources

19. 19
Road to a Programmatic Common vision:
Homeworks for a DOOH echosystem
We will need to
embrace new
culture, policies,
rules, methodologies
TALK
EDUCATE
COOPERATE

20. 20
Road to a Programmatic Common vision:
Homeworks for a DOOH echosystem
UNLEASH THE FULL POTENTIAL
• Build a Robust and Open
Architecture
• Cooperate to design and
adopt standards
• Research Common
Language on KPI
• Introduce programmatic
tests with key clients
• Share data and analisys
BUILD REVENUE MODELS VALUE THROUGH DATA
• Monitor demand
• Understand inventory
strenght & weakness
• Connect to existing trading
desks
• Manage Pricing
• Focus on premium : use
data to offer segmented
targeted audiences
• Review structure and job
description of your sales team
• Open up all the inventory
• Connect to exclusive data
sources
• Integrate 3° parties data
• Work with competitor/publishers
on format, products, target
groups

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What we are doing with Programmatic in GS
Adding more data
• Build Campaign with goals in
Repetitions, OTS, impression,
targeted impressions
• Smart and targeted Content to
enhance the Value for
«premium Segment»
• Focus on Exclusive contents:
Wayfinding, Timetables
Selling audiences Integration with Agencies
• Develop connectors to trading
desks
• Export Venues Descriptions,
researches data, audience
description,
• Run & measure test campaign
• Compare results with
traditional sales model
• Wi-fi access and tracking:
• Visits, return rates, dwell time,
frequencies, heat maps
• Registered users, usage profiling
• Facebook Pages
• Around Station App stats
• Beacons (starting q2)
• Indoor path detection, engagement
• Mobile adv activations (starting q2)

22. 22
Thank You!

23. Marco Orlandi,
Digital Media Director,
Grandi Stazioni S.p.A