Guide to Convergent Out-of-Home

Guide to Convergent Out-of-Home
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Contents 3 Introduction 4 Drivers of OOH Convergence 6 Impact on the Consumer 7 Opportunities Arising 8 Video 18 Influencing Digital Behaviour 45 Gateways to Mobile Content 60 Networked OOH 80 Engaging Interfaces 90 New Planning Data 92 Want More? 2
OOH Convergence Guide Introduction T he world in which we live is being transformed by technology, This convergent world presents an enormous range of opportunities which in turn is changing how people behave, especially for brands to derive even more value from the Out-of-Home medium. when they are out of the home. One unifying theme is that of convergence. This guide outlines some of these opportunities and associated case studies. It attempts some segmentation but of course the nature of You can now access the internet through your TV, watch TV on your convergence means that areas constantly overlap and blur. It is also phone, video content can be found on all manner of screens and, of not intended to be exhaustive and you can keep up to date with the course, the number and variety of devices that enable web access latest developments at PioneeringOOH.com out-of-home is growing enormously. Meanwhile the definitions of media, content and technology are increasingly blurring. http://pioneeringooh.com/ 3
Introduction Drivers of OOH Convergence Connectivity Sophisticated Devices Digitisation & Networking of OOH * 3G/4G accounts for 56% of US mobile * 53% of UK mobiles are smartphones. Source: * Ads can be bought on over 2.5 million digital subscriptions (51% in UK). Source: digitalstats. Comscore Q4 2011 OOH screens globally. com/KPCB internet trends * 48% of US mobile owners will have a * 50% are in the US. * More than 150 carriers in 60 countries are smartphone by the end of 2012. Source: currently committed to 4G deployments and emarketer * 35% in Asia. trials. Source: Deloitte * Singapore has 62% smartphone penetration. * 8% in UK. * The auction for 4G networks in the UK will be Source: Google/Ipsos * Almost all major networks are remotely held in late 2012. addressable except for some of those in China. * Worldwide 4G subscribers will top 158 million by 2013. Source: Renub research * BT have over 2.8m Wi-Fi hotspots for UK customers. 4
Introduction Drivers of OOH Convergence Consumer Adoption The existence or ownership of technology doesn’t necessarily equate to usage and adoption, however… * In September 2011 50.4% of the total US mobile audience used mobile web/apps Source: http://www.comscoredatamine.com/ * 28% of UK smartphone users have made a purchase using mobile internet Source: Google * M-commerce tripled year on year on black Friday in USA Source: IBM * £3.3bn of mobile payments in the UK predicted for 2013 Source: Google * Mobile now accounts for over 10% of all sales on eBay UK and 15% of Ocado grocery shopping orders Source: mobilemarketingmagazine.com * Amazon sold >$1 billion in a year via mobile devices in 2010. eBay expecting $7bn in 2012 Source: KCPB internet trends/eBay * 23% of US consumers are now “very willing” to use their mobile phone as a wallet Source: KPMG * 490 million people forecast to use mobile payments in 2014 Source: mobithinking.com 5
Introduction Impact on the Consumer 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 how they do it in connect, interact different places and share 6
Introduction The Opportunity for OOH Mobile + OOH gaming Real-time optimisation Engaging interfaces Refreshed content Networked OOH Enabling Sharing Influencing digital behaviour App downloads & usage Web traffic Digital control of physical world Convergent Out-of-Home Coupon redemption Online OOH Video Live broadcasts Social media usage Cross-platform video Public utility Search New planning data Re-defining the video screen Personalised content Social media on screens Gateways to mobile content QR codes NFC Data as content Visual search Mobile augmented reality 7
Mobile + OOH gaming Real-time optimisation Engaging interfaces Refreshed content Networked OOH Enabling Sharing Influencing digital behaviour App downloads & usage Web traffic Digital control of physical world Convergent Out-of-Home Coupon redemption Online OOH Video Live broadcasts Social media usage Cross-platform video Public utility Search New planning data Re-defining the video screen Personalised content Social media on screens Gateways to mobile content QR codes NFC Data as content Visual search Mobile augmented reality 8
Video Introduction O ne of the most important changes to the OOH media the only OOH agency with a comprehensive proprietary planning landscape in recent times has been the introduction of video- system (Prism Screen) that tackles many of these areas and makes based content to the medium. This led many people to treat the planning of DOOH and cross platform video activity quick and these new formats as outdoor TV which in most cases is entirely accountable. inappropriate. Having said this there are many digital Out-of-Home (DOOH) formats that can be planned alongside other video based The nature of OOH video content can also be particularly broad. media as long as distinct audience measurement techniques, price For example, projection technology is completely redefining what benchmarking, consumer insight, spot length/frequency optimisation constitutes a video screen. and creative optimisation are taken into account. Posterscope is 9
Video Cross Platform Video The proliferation of OOH screens allows brands to extract This is more about reach and targeting rather than innovation greater value from the production of video-based content, and is often overlooked by cross-media planners. In many furthermore brands benefit from reaching light TV viewers countries the audience is huge. A comprehensive campaign who tend to be heavy consumers of OOH. Planning DOOH alongside delivers 150m impressions (UK), 800m (USA) and 540m (China) TV, Video-on-Demand and the like might involve some creative over a month. adaptation but this is generally cost effective and OOH agencies can help with this. Maynards Wine Gums - UK Pernod Ricard, Chivas - China A teaser aired prior to the TV launch in rail/underground stations, motorway Ad premier synchronized across TV & DOOH on 241 screens in 6 major service stations, roadside, ATMs and online. cities at 7pm on launch day. Credits: PHD, Posterscope Credits: TBWA Shanghai, Carat China, Heartland-Posterscope 10
Video Cross Platform Video American Idol - USA FX Channel, Falling Skies - UK High impact static elements surrounding a video box on portrait screens. Leveraging content from on-air TV idents across city centre screens. Credits: Fox Broadcasting, Vizeum Credits: Walker Media, Posterscope 11
Video Cross Platform Video Ray Ban Milky Bar Video content of Spain’s Tomatina tomato throwing A mobile app that allowed people to turn themselves into the Milky Bar Kid. Images could be festival across 12 cities used online, TV, and DOOH uploaded to Facebook and participants were then featured within video ads across TV, online video screens in New York. and digital Out-of-Home Credits: Vizeum, Posterscope Credits: Posterscope, Mindshare, JWT 12
Video Cross Platform Video http://vimeo.com/18750048 YouTube Custom video selector touch-screen installation within the windows of empty retail units on London’s Carnaby St. Credits: OMD, Posterscope 13
Video Live Broadcasts Very few DOOH networks offer live video as an ‘off-the- shelf’ product but many can be enabled with some technical modifications. http://bit.ly/IwD4CF Five USA The UK based TV channel created the first campaign to incorporate a live international video broadcast. A camera placed in Times Square, New York fed a video-stream to cross-track projection screens on the London Underground. Credits: Vizeum, Brooklyn Brothers, Posterscope, CBS 14
Video Re-defining the Video Screen The rise of projection technology, often combined with Numerous campaigns have utilised ‘projection mapping’ but specialist content adaptation techniques or sensors is allowing the vast majority of consumers will never have experienced almost any surface to become a video screen. 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://vimeo.com/17283195 http://bit.ly/If0u8Q Disney Tron Legacy Hyundai Projection mapping on London’s Southbank. Hyundai Malaysia fixed a life sized 3D car to the projection surface Credits: JJP Credits: Innocean Worldwide, EPPN Inc, Idea from Daily Life, Bread 15 Communications
Video Re-defining the Video Screen http://bit.ly/HFD93j http://bit.ly/HCsBA7 http://bit.ly/I8cqMD For the launch of the new Toyota Auris Hybrid Jordan sportswear combined building mapping Projection mapping onto a mannequin. This the car itself was used as the projection surface. with an ‘exploding’ water projection. could be used to create a highly engaging window installation within an existing retail outlet, a pop-up shop or empty retail unit window. Credits: Glue Isobar Credits: W+K New York Credits: LCI Productions Ltd 16
Video Re-defining the Video Screen http://vimeo.com/21707345 http://bit.ly/IMlIw4 Peroni UK billboard converted into a 20 seat mini-cinema. Interactive pool table using sensors that allows images and animations to follow the movements of the pool balls as players hit them around the table. Credits: MPG Media Contacts, Posterscope Credits: Obscura Digital 17
Influencing Digital Behaviour Introduction T he ability to influence the actions that people take on PCs, This section is not just about mobile and portable devices. Influencing laptops, mobiles and other connected devices such as tablets, actions taken on fixed devices at home or work is still important. e-readers, media players, portable gaming consoles and In fact 50% of full time workers in the UK access the internet at internet enabled TVs is of course a core requirement for any media work every day with OOH being the most prolific offline medium these days. encountered beforehand. 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. Source: Touchpoints, 2010 19
Influencing Digital Behaviour Mobile Internet Usage 1in7queries 55% of Twitter search is on mobile Source: latitude digital marketing traffic is from mobile devices 500million 55 people globally ( % Source: KPCB internet trends of active users) access Facebook via mobile Source: Facebook 20
Influencing Digital Behaviour Mobile / Internet Usage OOH 65% 89% use on-the-go of smartphone owners use them to pass the Where Smartphone Is Used time when waiting Home On-the-go 89% 98% Work 74% 52% In a store 68% Public Transport 64% Cafe or coffee shop 61% use as a quick source Restaurant 58% of information for an Social gathering 54% immediate answer Airport 47% Doctor’s 26% School 16% Source: Google Base: Owners who use the internet in general 21
Influencing Digital Behaviour Mobile / Internet Usage OOH 44% of UK ‘urbanites’ that use web/ 71% apps on their smartphones access Facebook when travelling by bus, waiting at bus stops, travelling on trains or waiting at stations Source: Metro/Posterscope study http://slidesha.re/JPgeG0 of 16-24 year old UK internet users access 51% of US smartphone users it while out and about. Source: ONS / BBC rate commuting as one of their top 3 ‘non-voice’ usage situations Source: Ericsson Consumer Lab Research 22
c. 7% 1 of mobile apps are OOH related 23
Influencing Digital Behaviour 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. Google campaign encouraging voice search. Roadside and transport The Telegraph newspaper iPad application. UK rail and underground environments. stations. Credits: OMD, Posterscope Credits: Carat, Posterscope 24
Influencing Digital Behaviour Driving App Downloads & Usage Lamar’s Road Ninja app allows users to search for businesses or points of Live counter of Road Ninja downloads. interest that are specifically located within easy reach of main US highways. 1,000 digital and static billboards were the only media used to promote the app which received over 100,000 downloads during the 4-week period. The app has also consistently been one of the top 10 free travel apps. 25
Influencing Digital Behaviour Price Comparison & Coupon Services 27% of US smartphone owners have changed their mind about an in-store purchase decision as a 45% of smartphone-owning mothers result of information gathered on in the US use them for price their smartphone. comparison purpose. 21% in the UK. Source: Greystripe / mobiadnews.com Source: Google. Base: owners who use the internet in general In 2012 42% use smartphone apps/web in the 26.5% grocery store. Source: Greystripe / mobiadnews.com of US smartphone owners will have used a mobile coupon in the last year in 2012. Source: emarketer 26
Influencing Digital Behaviour 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. 27
Influencing Digital Behaviour Driving Search / Mobile Search 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. Search Mobile Search 20% 36% of UK adults have searched online in the last week after seeing an OOH ad. Increases to... of smartphone users have 34% performed a mobile search after seeing a billboard for heavy mobile (Note: this under represents the medium as it doesn’t 44% account for all other forms of OOH media) internet users (UK) Source: Posterscope OOH Consumer Survey TV and OOH were found to be the biggest drivers of have done so after search across a selection of UK travel, insurance, car and seeing something mobile campaigns Source: Outdoor Media Centre in-store Source: Google Mobile Movement 28
Influencing Digital Behaviour Driving Search / Mobile Search Some key categories for which OOH should be considered to increase searches OOH driven searches (USA) Smartphone searchers look for a wide variety of information Types of Info Sought Using Search Engine (via Smartphone) General search 70% Product search 58% Restaurants or pubs/bars 36% Travel information 29% or holidays Job offers 17% Flat or housing 14% Source: Google/Ibsos Source: Posterscope OOH Consumer Survey 29
Influencing Digital Behaviour Driving Search / Mobile Search Marks and Spencer UK Panasonic Lumix, USA, and MINI Roadster, UK Posters were the only medium to feature this product. Search call-to-action featured very prominently in the creative. Credits: Walker Media, Posterscope Credits: MPG, Posterscope 30
Influencing Digital Behaviour Driving Search / Mobile Search Searches for ‘We Are London’ Adidas ‘We are London’ campaign with OOH accounting for 98% of media budget Credits: Carat, Posterscope 31
Influencing Digital Behaviour Driving Web Traffic Mooncup - UK United Nations Foundation - USA Just 200 London Underground posters for 4 weeks generated 250,000 Digital OOH in universities, taxis, rail stations, airports and malls, roadside, visits to loveyourvagina.com promoting the ‘Mooncup’ product city centres and more. 30% uplift in web traffic during the campaign with no other media support. Credits: Good Stuff, Posterscope Credits: Posterscope 32
Influencing Digital Behaviour Driving Wi-Fi 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. Credit Suisse sponsorship of free Wi-Fi at London City Airport with screens and static OOH formats driving traffic. During the campaign there was a 224% increase in Wi-Fi usage vs same time last year. Credits: MPG Media Contacts, McCann Erickson UK, PSI 33
Influencing Digital Behaviour Driving Wi-Fi Web Traffic Ads and location-based service apps on Bing offered a session of complimentary Wi- Virgin America posters with embedded free Wi-Fi hotspot home pages Fi access in exchange for a search on Bing. Wi-Fi hotspots Campaign ran in Wi-Fi hotspots in airports and hotels. Credits: jiwire Credits: Universal McCann, JiWire Credits: Eleven, Posterscope 34
Influencing Digital Behaviour Driving Social Media 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://bit.ly/HzyEF7 Wispa Gold Nivea Consumers could upload their own poster design to the web and choose a Nivea Kissing Booth in Times Square, New York from which consumer preferred location for this to be displayed in the real-world. Almost 1,000 photos were uploaded to Facebook and three nearby giant digital screens. winning designs were posted and one was even hand painted by iconic artist Thousands of people took part during the four-week period and the Rolf Harris. OOH was the lead medium in this campaign. Facebook page amassed nearly 500,000 impressions. * 500,000 joined Facebook group during campaign * 100 PR Pieces worth £400k * #1 confectionary launch of the year * £8 in value sales for every £1 spent Credits: PHD, Posterscope Credits: Carat, Posterscope 35
Influencing Digital Behaviour Driving Social Media http://bit.ly/ICBDAm http://bit.ly/HFwXtC GM Vauxhall and Becks ran Facebook competitions inviting people to submit car-inspired graffiti and bottle label designs respectively. The winners saw their work hand-painted onto London billboards and mural sites. The Vauxhall Facebook competition received almost 10,000 entries and over 75,000 page views. Credits: Carat, Posterscope Credits: Vizeum, Posterscope 36
Influencing Digital Behaviour Driving Social Media Corona Light capitalised on people’s desire for fame by rewarding those UK telephone directory enquiries service, The Number 118118, gave who chose to ‘like’ the brand on Facebook with the opportunity to have their people the opportunity to win free taxi rides in customised Christmas cabs photo uploaded to a screen in Times Square, New York. Images from Times by dropping a pin on their desired pickup point using a Facebook app. Square were also used on the Corona’s Facebook page and in participants feeds. Likes increased by 6,000% during the campaign to almost 200,000 Credits: Initiative Credits: Zenith, Meridian, Brooklyn Brothers, Diffusion 37
Networked OOH Driving Social Media Skiers were photographed on the custom-created Nissan ski run and could then view and share using the digital interactive tables in local bars. * 4 resorts * 1 million photos - the largest account on Flickr at the time * 800,000 views Credits: MGOMD, Posterscope, PSI 38
Influencing Digital Behaviour Driving Social Media http://bit.ly/HERUqP Coca-Cola and Renault have both developed event-based activity that allows people to like Facebook pages by touching RFID cards/wristbands on posters. Each RFID tag is registered to an individual’s Facebook profile. The same mechanic is also possible with NFC-enabled phones. Credits: Renault Nederland, Dorst & Lesser, E-dolegie 39
Influencing Digital Behaviour Driving Social Media 26% of UK ‘daily Twitter users’ have tweeted in the last 7 days after seeing an OOH ad Source: Posterscope OOH Consumer Survey Pretty Polly UK posters driving traffic to Facebook store Credits: Beattie McGuinness Bungay, Good Stuff, Posterscope 40
Influencing Digital Behaviour Using Mobile to Control the Physical World: Check-ins ‘Non-venue’ locations such as poster sites can be created While there is still uncertainty regarding long term consumer as check-in points on social networks, such as Foursquare. adoption of the check-in mechanic this is partially due to Facebook requires activity to be more centrally linked to the consumer awareness and the appeal of the reward. This can overall philosophy of sharing. This does not exclude Facebook from be overcome by using OOH media to explain and motivate. such campaigns but the mechanic needs to be more than just issuing a consumer reward for check-in Coca-Cola in Australia rewarded check-ins to their vending machines via Foursquare with prizes. Credits: Host 41
Influencing Digital Behaviour Using Mobile to Control the Physical World: Check-ins Many campaigns have allowed people to activate OOH installations by sending an SMS and similarly the reward for checking-in could be some kind of physical action in the real world. Billboard for German pet food brand GranataPet dispenses a sample when The MLB Fan Cave store in New York featured a vending machine that you check-in on Foursquare. dispensed baseballs to people who checked-in to the storefront display using Foursquare. Credits: Agenta Credits: Monster Media, OMD 42
Influencing Digital Behaviour Using Online to Control the Physical World The previous mobile check-in examples are based on participants being in the same location as the OOH installation, however this needn’t be the case. Players could equally take part in OOH activity remotely via PC or any other connected device. http://bit.ly/IwLj1q Ariel washing powder allowed online players, via Facebook, to remotely shoot guns loaded with jam at real clothes, which were located in shopping malls in Stockholm. The jam covered clothes were then washed and sent to the player who successfully shot the garment. Credits: Saatchi & Saatchi Stockholm 43
Influencing Digital Behaviour Using Online to Control the Physical World http://vimeo.com/14596059 Nike A MINI Countryman was placed on a 15% slope at the Brussels Consumers were invited to blow onto the microphone of their computer (or Motorshow, hanging only by a thick rope. A Bunsen burner was place under onto a point-of-sale display computer in a Nike store). This blowing action the rope and whenever a person ‘liked’ the Facebook page, a short burst of then moved a shoe that was floating on jets of air in an Argentinean store. flame was generated. The person who broke the rope won the car. Credits: TBWA Credits: TBWA 44
Gateways to Mobile Content 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. 46
Gateways to Mobile Content QR Codes Quick Response Codes are not unique to OOH and are found Whilst QR codes are unlikely to have a long-term future on all manner of print material and even the occasional TV (outside of Japan where usage is mainstream) due to or digital screen ad. They enable mobile users who have a more advanced technologies such as NFC (Near Field suitable app installed (and understand how to use it) to hyperlink to Communication) they are appearing on more and more ads outside any form of content hosted online. 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. http://pioneeringooh.com/ 47
Gateways to Mobile Content QR Codes In June 2011 Among these users 14 million Americans scanned a QR or bar code = 6.2% of US mobile population. (4.6% across EU5 countries) 23.5% scanned from a poster/flyer/kiosk. Source: Comscore 48
Gateways to Mobile Content QR Codes QR codes: Understanding & motivation (USA 2011) 21% have heard of ‘QR codes’. 43% would be interested in 72% claim to have seen a QR code. scanning one to gain access to discounts, coupons, and free items. 81% Nearly recalled when shown a QR code. also cited an interest in scanning to get product c.25% 30% did not know what it was. information, exclusive content or make a purchase. Source: Chadwick Martin Bailey / Marketingcharts.com / sixsteen-nine.net 49
Gateways to Mobile Content QR Codes Virtual stores: QR codes allocated to specific items that can be purchased immediately via mobile. http://vimeo.com/21228618 Sears / Kmart - USA HMV / 20th Century Fox - UK Resume with talking mouth Airports, malls, street furniture, cinemas. Street furniture. QR code on the back of a résumé so that a video of the applicant’s talking mouth was overlaid onto his photo. Credits: MPG, Chrysalis, Posterscope Credits: Vizeum, Posterscope Credits: Victor Petit 50
Gateways to Mobile Content 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. The ads below were all Google Goggles-enabled. HTC - USA Google Maps - UK Samsung Galaxy SII - UK L’Oreal Garnier - UK Street furniture. Transport posters. Transport posters. Transport posters. Credits: Deutsch LA Credits: Google, CBS Outdoor UK Credits: Google, CBS Outdoor UK Credits: Google, CBS Outdoor UK 51
Gateways to Mobile Content Visual Search http://slidesha.re/ICQKqW Nokia Point & Find test in the UK used posters to drive app downloads * 3% app download rate (amongst compatible handsets). followed by a month of activity during which every poster site in the entire test city was enabled to work with the app. Five different brand campaigns * Equivalent to a top 3 app in the Ovi store. were included. * Average of 23% of app users clicked on any given campaign. * Video clips & Facebook links most popular. * Usage peaked at lunchtime. Credits: Nokia, Posterscope, JCDecaux 52
Gateways to Mobile Content Mobile Augmented Reality This allows virtual hidden content to be overlaid onto posters There are numerous providers of mobile AR apps which vary in when viewed through a camera phone and mobile AR app 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. http://vimeo.com/33296885 Volkswagen - USA Domino’s Pizza - UK Credits: Red Urban Credits: Arena, Posterscope, Blippar 53
Gateways to Mobile Content Mobile Augmented Reality http://vimeo.com/greenboxproject Becks Worldwide Green Box Project during which those with Becks’ mobile AR app installed could point their phone at the boxes to unlock layers of hidden content. Credits: Vizeum, Posterscope, Mother 54
Gateways to Mobile Content 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. In China, Focus Media have deployed RFID-enabled screens that allow consumers to touch one of the ads with their RFID card to trigger the sending of an SMS containing links to more information, discounts, content, etc. The RFID cards are pre-distributed and the user links the card to their mobile. 55
Gateways to Mobile Content NFC Near Field Communication is a contactless technology that NFC is highly scalable with most handset manufacturers is starting to be integrated into smartphones. It allows users releasing NFC-enabled phones in the near future. Nokia, to touch their phone against an NFC tag or reader to instruct Samsung, Google and others already have some handsets on the phone to take an action such as opening a particular web page the market and there is speculation as to whether Apple will join the or app. NFC also allows phones to become mobile wallets, as well collective commitment to NFC. For OOH, NFC allows simple, quick, as allowing users to touch their NFC-enabled phones against each highly scalable, affordable interaction between mobiles and poster other to share content. NFC tags can easily be affixed to almost any sites. There are some challenges to adoption, in particular regarding accessible poster site. 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. 53% of global phones will be Shipments of NFC-enabled NFC-enabled by 2015 Source: Frost & Sullivan 2011 handsets will reach over 700m in 2016 Source: IMS Research 2011 http://bit.ly/IkPjh6 Our NFC research infographic reveals likely consumer adoption, the most relevant advertiser categories and the most motivating content. 56
Gateways to Mobile Content NFC http://slidesha.re/HHBJEG http://bit.ly/HQd8yX NFC-enabled posters for 20th Century Fox’s X-Men and VH1’s Basketball Wives. Both allowed instantaneous connection to the movie trailer page and a Facebook ‘Like’ button by simply touching an NFC phone against the poster. Credits: Posterscope, Nokia, 02, Proxama, JCDecaux, Cemusa 57
Gateways to Mobile Content NFC Hotel Tonight utilised Blue Bite’s NFC posters NFC-enabled storefronts triggered the start NFC-enabled smartphone users in China in US cafes to initiate downloads of their mobile of a mobile crime solving game. could automatically check-in at more than 200 app. The NFC-triggered downloads were Starbucks locations for a special Christmas promoted and explained using RMG’s screens in deal. Users touch their phones on ‘in-store’ the same venues. postcards embedded with NFC tags. Credits: Blue Bite, RMG Networks Credits: Blue Bite, Pearl Media Credits: Starbucks, Jiepang 58
Gateways to Mobile Content NFC Nokia and Taiwan Taxi have partnered to allow Nokia’s NFC-enabled posters in Dubai Players of Angry Birds Magic on a Nokia people to book a taxi by touching NFC-enabled cinema foyers delivering coupons for free C7 handset have to find NFC tags or other NFC mobile phones against NFC poster sites. The popcorn and movie tickets. handsets to unlock new levels by touching their poster is used to determine the person’s location Credits: Proxama phone against them. This approach of unlocking and an SMS confirmation is sent by the taxi gaming content through NFC posters gives operator. The service is to be rolled out to 15,000 brands another option when wanting to reward sites. consumers through advertising. 59
Networked OOH Introduction W ith the exception of China where many content updates Added flexibility also gives the potential for agencies to optimise are carried out physically the vast majority of digital OOH activity in real-time based on outcomes such as sales, search etc. screens are internet connected which allows content to be Optimisation might be assessed in terms of creative, location, time, changed quickly and cost effectively. day and more. Screens can therefore be used on a much more reactive and tactical Exact technical capabilities do vary enormously by media owner and basis and content can be redistributed from other digital sources. network. Some of the opportunities in this section are available as This enables integration with other bought, owned and earned ‘off-the-shelf’ options, others may require modifications to media digital media, new data sources as well as all kinds of interactive and owner systems and some opportunities might only be possible on content sharing options. certain locations or networks. 61
Networked OOH Triggered Campaigns McCain potato wedges (UK) ads only aired during good barbecue Carnival Cruises (USA) only ran during bad weather. Screens included weather. roadside, office elevators, taxis, bus sides and rail stations Credits: PHD, Posterscope Credits: MPG, Chrysalis, Posterscope 62
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. CBS Outdoor UK have recently enabled their London Underground cross track projection screens with sophisticated live update capabilities. This will allow almost any source of real-time data, information, comment and images to be used as content. 63
Networked OOH Real-time Content: Social Media Huffington Post UK asked consumers to tweet their opinions regarding the day’s top news stories using the hashtag #Huffpostuk and streamed moderated responses in real-time to OOH screens in rail stations. Credits: Total Media, MBA, Posterscope , LocaModa 64
Networked OOH Real-time Content: Social Media ESPN UK posted numerous sport related questions through social media and digital OOH during Friday evenings and Saturdays. Consumer tweets using the advertised hashtag were streamed live to 8 different OOH screen networks. Credits: Arena, Posterscope, BDA Creative, LocaModa 65
Networked OOH Real-time Content: Social Media Brand Live Video Product Micro-blog Feed Adidas screens showing live video alongside real-time social media commentary at the 2011 Beijing Marathon Credits: Carat, wwwinsisobar, Heartland-Posterscope China. 66
Networked OOH Real-time Content: Social Media Canadian Tourism Commission screens streamed content from twitter, YouTube and Facebook that related to real experiences of vacations in Canada Credits: DDB Canada, Tribal Vancouver, InWindow Outdoor 67
Networked OOH Real-time Content: Product http://bit.ly/IQf0rC New Country Radio in Kentucky USA used a live stream of the song Virgin Holidays in UK airports using the latest number of holidays sold to currently being played on the station. individual destinations as advertising content. Credits: Cox Media Credits: PSI, MGOMD, Posterscope 68
Networked OOH Real-time Content: Utility http://vimeo.com/32957679 Channel 4 streamed the latest news stories to London Underground In US airports, Marriott provided travellers with fun suggestions about cross track projection screens via a custom-created automated content what to do that day based on up-to-the-minute weather information in the management system (CMS). This was treated as a major content distribution destinations relevant to the terminal, gate and even time of day. channel in its own right with an assigned editorial news team having access to the CMS. Credits: OMD, Posterscope, Cloud & Compass Credits: Carat, Posterscope 69
Networked OOH Real-time Content: Utility Yell.com interactive bus shelter screens providing local area maps APIs (whereby content/data owners allow some of their digital assets to be and directories (2006) and constantly updated online consumer reviews for imported by a third party) can be an ideal source of data for screen content. businesses in proximity (2011). For example, the real-time availability of bikes and docking stations in London’s cycle hire scheme as used by this mobile app. Credits: PHD, Rapier, Posterscope Credits: Little Fluffy Toys Ltd. 70
Networked OOH Real-time Content: Behaviour Buildings that change colour based on current online sentiment. Mood Rokk Vodka screens embedded into telephone kiosk posters acting as a is determined by real-time analysis of keywords within blog posts. live counter showing the number of gay marriages in New York, which had recently been legalised. Credits: Emotional Cities Credits: Carat USA, Posterscope, The GLADD organization 71
Networked OOH Real-time Content: Connecting People Tourism Toronto and Tourism Montreal partnered on the “Cheating Wall” initiative, which consists of video screens located in the two cities, giving residents a chance to discover all that their rival city has to offer using a live video and audio. Credits: Monster Media, Crispin Porter + Bogusky Canada. 72
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. Glaceau Vitamin Water UK personalised messages written by brand-employed spotters sitting in the vicinity with 3G laptops. Credits: Vizeum, Posterscope, Bulletproof 73
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://vimeo.com/18045229 MINI UK video recording booth, real-time editing and video projection from inside the life-sized fibreglass model cars onto the window. Videos could then be shared via email and Facebook using adjacent touch screens. Thousands of dealer leads were generated. Credits: Vizeum, Posterscope, Profero 74
Networked OOH Enabling Sharing http://vimeo.com/32285732 Reebok Flex * Five interactive storefronts in New York and L.A. whereby consumers could upload their photo, touch and morph into the “76 Running Buddies” (the 76 sensors within the Reebok sneaker). * Photos could be shared via Facebook and email. * Tens of thousands of photos were taken. Credits: Carat, Posterscope 75
Networked OOH Enabling Sharing http://bit.ly/HFmRL5 Pepsi has developed a vending machine that Diesel’s retail installations allowing shoppers to FaceLook, a real-life posting application lets users give their friends a beverage gift by photograph themselves outside the fitting rooms based on Face.com facial-recognition entering the recipient’s name, mobile phone and then post to Facebook for comments. technology, enabled Summer Love number and a personalized text message or participants to post comments and pictures video. The SMS/MMS gift is delivered with a to their Facebook page, just by looking at the system code and instructions to redeem it at any similar machine. screen. The Coca-Cola kiosk recognized their faces and uploaded to their pages using This functionality could be added to a touch only their faces as identification. screen OOH ad campaign to motivate consumer advocacy and sharing. Credits: Pepsi Equipment Innovation, DCI Marketing, Protagonist Credits: FullSix Credits: Publicis E-Dologic 76
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://bit.ly/IQf7DH McDonald’s ‘pong’ game allows players to control the game play via Nestle’s IVR (Interactive Voice Response) game in Turkey allowed players a mobile website. Redeemable coupons are delivered at the end of a to use the keypad of their mobile phone to control a projection-based game. successful game. An app does not need to be downloaded as IVR uses touch-tone or voice recognition. Credits: DDB Stockholm Credits: Mobilera, Outeractive 77
Networked OOH Mobile + OOH Gaming http://bit.ly/HFxzzt Phone paints building Screach Hyundai A German research scientist has built an Scalable app that allows numerous games to be Times Square screen game requiring the Hyundai application that allows an iPhone user to digitally played on OOH screens using mobile phones. app to be downloaded plus a connection to a alter the appearance of a building façade. Users particular Wi-Fi hotspot. simply aim their device at the building causing the viewfinder to show the façade on-screen which the user can then paint in different colours. This is then replicated on the actual building. Credits: The University of Munich (LMU), The German Research Center for Artificial Intelligence (DFKI) 78
Networked OOH Facebook + OOH Gaming LocaModa’s Jumbli word game can be played via Facebook with game play shown live on OOH screens in the US. Credits: LocaModa, Clear Channel 79
Engaging Interfaces Introduction W hilst content and location are of primary importance An innovative or larger than life interface in the public domain can in attracting audiences to participate in digital OOH seem particularly cutting edge, engaging and fun, especially when experiences, the nature of the technology that is used experienced in groups which can of course drive earned media both can also be a huge determinant in uptake levels. The use of new digitally and face-to-face. technologies in OOH situations often precedes mainstream consumer product applications. For example, touch screens in bus shelters and Many examples of engaging interfaces have been included in earlier self-service kiosks preceded those in mobile phones, and gesture- sections, in particular those with social media or mobile integration. based gaming campaigns were deployed well before Microsoft The following pages highlight some other particularly successful Kinect. In fact, Microsoft licensed part of the Kinect technology from applications and potential developments for the future. a business involved in OOH advertising. 81
Engaging Interfaces Touch Screens http://vimeo.com/18079231 Cadbury’s Splat the Egg - UK Yahoo - USA Nestle Aero - UK 1 million eggs splatted over 1 month at 20 bus Clear Channel’s bus stop derby in San Francisco Touch screen quiz which is similar in many ways shelters where players could compete against those in to the content approach for many Facebook other bus shelters games and applications. Credits: PHD, Posterscope, JCDecaux Credits: Mediavest, Clear Channel Credits: Mindshare, Posterscope, JCDecaux 82
Engaging Interfaces Touch Screens http://vimeo.com/32269760 HTC USA created interactive screens that demonstrated the unique interface of their new tablet. In cinema lobbies and on street furniture consumers could take and manipulate photos of themselves and their friends then save them for email distribution and social media sharing. Credits: Deutsch, Posterscope 83
Engaging Interfaces Gesture Based Games http://vimeo.com/18668405 Disney - USA Cadbury’s - UK Marriott Crowd controlled game on cinema screens. Movement controlled game in UK shopping malls. Gesture based pinball game in US airports. Over 200,000 plays per month across 5 airports. Credits: Carat, Posterscope Credits: PHD, Posterscope, Grand Visual Credits: Carat, Posterscope 84
Engaging Interfaces Eye Controlled Gaming http://bit.ly/IwMJJi Prototype of a display that uses an eye tracking technology to allow a user to control on-screen games, page scrolling and other interfaces purely based on the movement of your eyes Credits: Tobii 85
Engaging Interfaces Simulators BMW X3 driving simulator with an on-screen game, controlled using steering wheel and pedals inside a real car. Players’ scores were shown on a digital OOH leaderboard alongside live results from around the country Credits: Posterscope,Vizeum 86
Engaging Interfaces Augmented Reality Nestle Green Giant augmented reality in UK shopping malls. Players had to jump to try and ‘high five’ the giant. Video content of the experiences was used within creative for online banners. Credits: Universal McCann, Work Club, Posterscope 87
Engaging Interfaces Augmented Reality http://bit.ly/IkPzg7 Heineken Fanta Nokia To promote that Heineken is the ‘best friend’ Fanta’s cartoon character interactions in cinema Nokia’s augmented reality experience was hosted for partying, Posterscope Taiwan launched an foyers. on an enormous phone screen suspended from Augmented Reality campaign that allowed people a crane. to interact with the characters from the Heineken TV Commercial and see the effect broadcast on a giant digital screen. Credits: Leo Burnett, Posterscope Credits: Heartland-Posterscope Credits: Carat, JWT, Heartland-Posterscope 88
Gateways to Mobile Content Other Engaging Interfaces Barnado’s donation-activated digital creative Royal National Institute for the Deaf Holographic projection multi-touch screen with coins making the featured girl smile. screens and digital windows that react to allowing the user to mix music tracks. surrounding noise levels. Credits: JAA ,Posterscope, BBH Credits: Posterscope, M&C Saatchi, Walker Media Credits: ICE AV Technology 89
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. Posterscope, in partnership with Locately, has recently pioneered the use of GPS tracking of mobile phones together with sophisticated analytics to understand how behaviours changed as a result of exposure to particular poster campaigns. 91
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 pioneeringooh.com Thanks for reading. We hope you found it useful. Those of you reading this offline can download and share at: http://www.slideshare.net/Posterscope posterscope.com 92
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