New York Adclub Dec 2012 OOH event presentation : Redefining OOH, new roles for the medium & behavioral changes required across the industry.

1. DON’T
MISS
IT
James Davies
@hyper_ james

2. Agenda
What is convergence?
Re-defining OOH
New roles
Making it work

3. TV
Website
Poster Cinema
Gaming console
Credit : Posterscope UK / PHD

4. Interactive,
Exhibition connected,
stand digitally social
experience
Credit : Posterscope UK / Profero

5. Computer
Radio
TV
Phone Gaming console
Debit card
Travel card

6. Drivers of OOH Convergence
Connectivity Sophisticated Digitized & Consumer
Devices Networked OOH Adoption
36% of
3G/4G
55% of mobile 1m+ screens in Smartphone
64% of
subscribers USA users made
subscriptions
mobile payment
Informa / KBCA Informa Posterscope Prism Screen Nielsen

7. Impact on Consumers
Content Commerce
The content What they buy
they consume and how they
and how they buy it
consume it
Mobility Social
What they do and How they connect,
how they do it in interact and share
different places

8. Redefining Out-of-Home

9. Redefining Out-of-Home
Ads
Posters
Networked
Video Screens /
Cinema
People
& Places

10. Redefining Out-of-Home
Infrastructure
Ads
Posters
Public Networked
spaces Video Screens /
Cinema
Mobile etc People
Owned OOH
& Places (e.g. delivery
vehicles, buildings)
Laptops
Retail media &
Tablets assets

11. Redefining Out-of-Home
The OOH Ecosystem
Infrastructure
Ads
Platforms
Posters
Public Networked
spaces Video Screens /
Content Cinema Services
Mobile etc People
Owned OOH
& Places (e.g. delivery
vehicles, buildings)
Commerce
& Coupons Laptops Technology
Retail media &
Tablets assets
Apps & Physical
Games Experiences
Data

12. Redefining Out-of-Home
The OOH Ecosystem
Ads
Google
Platforms
Posters
Public Networked
spaces
Facebook Content
Video Screens /
Cinema Services
Mobile etc People
Owned OOH
& Places (e.g. delivery
vehicles, buildings)
Commerce
Amazon & Coupons Laptops Technology
Retail media &
Tablets assets
Apps & Physical
Games Experiences
Apple
Data

13. Gateways to
Content &
Commerce

14. Near Field Communications
For video search ‘Posterscope NFC’ on Youtube

15. Base : 1000 people who have used smartphone to interact with the real world
Posterscope / Clear Channel Study – UK & USA

16. NFC Future Adoption

17. Adoption
2012 2013
92 102m 134 285m
handsets shipments handsets shipments
Sources : ABI Research, NFC world

20. Credit : Posterscope USA / Vizeum
20

21. Credit : Posterscope UK / Mindshare

22. Connecting to Content
Credit : PHD, Posterscope UK

23. Credit : BlueBite / tappin.com

24. Rock the Vote NFC
12/7/12
Credit : BlueBite

25. Rock the Vote NFC
NFC vs QR
March Sept Oct
Source : Blue Bite
12/7/12

26. Public Utility

27. 1 month, 20 bus shelters
20,000 interactions
100,000+ reviews read
Utility triples interactions
Credit : Posterscope UK / PHD

28. Influencing
Digital
Behavior

29. Mobile Behaviors: Search
18-34s search on mobile daily or most days when….
Traveling in car / bus /etc On the street In café / coffee shop
26% 23% 9.5%
Source : Posterscope USA OOH Consumer Study

30. Mobile Behaviors: App Usage
19% of 18-34s
download free apps when OOH
at least once per week
Source : Posterscope USA OOH Consumer Study

31. Mobile Behaviors: Shopping
26% of 18-34s
shop daily or most days on
mobile
Source : Posterscope USA OOH Consumer Study

32. Mobile Behaviors: Shopping
Any mobile shoppers
100.0 20.0
Mobile shopping
90.0 18.0
OOH LiveTV
80.0 16.0
Average media reach
70.0 14.0
% Mobile shopping
60.0 12.0
50.0 10.0
40.0 8.0
30.0 6.0
AM/FM Radio
20.0 4.0
10.0 2.0
0.0 0.0
6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P
Time of day
Media Behavior Institute - USA TouchPoints 2012

33. Internet use at work
1/3 of time spent online at work is
non-work-related.
Source : Connections USA

34. Driving Website Traffic
+30%
Credit: Posterscope USA

35. Driving Website Traffic
3 malls, 4 weeks
Web traffic + 329%
72,000 OOH interactions
Credit: Posterscope USA

36. Driving Social Media
500,000 impressions on Facebook page
Credit: Posterscope USA / Carat

37. Driving Search
OOH lead medium OOH
campaign
Searches for Absolut Miami
Credit: Google Insights- ABSOLUT MIAMI

38. Driving Search
Mobile
100% of media
budget
Google searches for “voice search” in London more than doubled versus the
rest of the country – the biggest proportion coming from smart phones
Credit: OMG / Posterscope UK

39. Integrated MOOH Planning
Mobile
Influencing Influencing
Behavior Planning
Out-of-Home

40. Real-time
OOH

41. Real-time
Scheduling
Data
Buying
Information Media optimization
Content Creative optimization
DOOH content

42. Audi Driver Frustration Index
Credit: SENSEable City Lab at MIT

43. Credit: Chrysalis/ MPG
43

44. Credit: Posterscope USA

45. 12/7/12
Credit: JCDecaux UK / Brothers & Sisters

46. Positive Energy

47. Credit: Lamar

48. Credit: OMDUK, Posterscope UK, Liveposter
update
Over 1300 creative versions
12/7/12

49. Credit: TBWA Paris
Brussels
Lyon

50. Burn It
21,000 new fans
Equivalent to 0.2% of population
of Belgium
Credit: Posterscope Belgium, TBWA/Agency.com

51. Move It
50,000 downloads in an hour
16m people through earned media
Credit: Ogilvy & Mather

52. Splat It
Credit: Saatchi & Saatchi

53. Making
it
Work

54. Make convergence
‘what you do’

55. Be responsible for
creative & content

56. Measure more &
measure differently

57. Get serious about
data, systems &
automation

58. Be Open

59. Collaborate More

60. Be responsible
Collaborate
Be open for creative
more
& content
Get serious
Make Measure more
about data,
convergence & measure
systems &
‘what you do’ differently
automation

61. Ads
Platforms
Posters
Public
Media, content, technology, experiences
Content
spaces Networked
Video Screens Services
People &
Bought, owned, earned
Mobile etc
& Places
places
People
Owned OOH
(e.g. delivery
vehicles, buildings)
Interconnected, interdependent
Commerce
& Coupons Laptops Technology
Retail media &
Tablets assets
Apps & Physical
Games Experiences
Data
@hyper_ james
@posterscope
www.PioneeringOOH.com