Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Posterscope Guide to Convergent Out-of-Home Belgium 2014

4 711 vues

Publié le

Discover our New Belgian Edition (v2) of our Guide to Convergent Out-of-Home.
Enjoy and don't hesitate to share it!
For further information, don't hesitate to contact valerie.decoster@posterscope.com

Publié dans : Marketing, Technologie, Business
  • Soyez le premier à commenter

Posterscope Guide to Convergent Out-of-Home Belgium 2014

  1. 1. Posterscope Guide to Convergent Out-of-Home Belgium
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. Guide to Convergent Out-of-Home 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
  6. 6. Guide to Convergent Out-of-Home 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
  7. 7. 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
  8. 8. Drivers of OOH Convergence 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
  9. 9. Drivers of OOH Convergence 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
  10. 10. Drivers of OOH Convergence Sophisticated Devices 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
  11. 11. Drivers of OOH Convergence Sophisticated Devices 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
  12. 12. Drivers of OOH Convergence 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
  13. 13. Drivers of OOH Convergence 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
  14. 14. Drivers of OOH Convergence 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
  15. 15. Drivers of OOH Convergence 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 Source: Google / Ipsos MediaCT - «Our Mobile Planet: 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
  16. 16. Drivers of OOH Convergence 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. Influencing Digital Behaviour 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
  30. 30. Influencing Digital Behaviour 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
  31. 31. 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. http://youtu.be/uKLRlmzfxr4 Credits: Belgium - Hello bank!, Posterscope, Havas Media, Publicis, JCDecaux 31
  32. 32. Influencing Digital Behaviour 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
  33. 33. 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. 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
  34. 34. Influencing Digital Behaviour Price Comparison & Coupon Services 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
  35. 35. Influencing Digital Behaviour Price Comparison & Coupon Services 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
  36. 36. Influencing Digital Behaviour Driving Search / Mobile Search 84% 31% 179 of smartphone users have looked for localthem have info and 83% of taken action as result Source: Google / Ipsos MediaCT - «Our Mobile Planet: 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
  37. 37. 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. 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
  38. 38. Influencing Digital Behaviour Driving Search / Mobile Search 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
  39. 39. Influencing Digital Behaviour 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
  40. 40. Influencing Digital Behaviour 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
  41. 41. 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://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
  42. 42. Influencing Digital Behaviour Driving Social Media 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
  43. 43. Influencing Digital Behaviour 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
  44. 44. Influencing Digital Behaviour 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
  45. 45. 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. 45
  46. 46. Gateways to Mobile Content 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
  47. 47. Gateways to Mobile Content 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
  48. 48. Gateways to Mobile Content 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
  49. 49. Gateways to Mobile Content 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
  50. 50. 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. 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
  51. 51. 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. http://youtu.be/ZntrrHP1Mas Credits: Luxembourg - Orange, JC Decaux 51
  52. 52. Gateways to Mobile Content 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
  53. 53. Gateways to Mobile Content 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
  54. 54. Gateways to Mobile Content 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
  55. 55. Gateways to Mobile Content 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
  56. 56. 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
  57. 57. 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
  58. 58. 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
  59. 59. 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
  60. 60. 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
  61. 61. 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
  62. 62. Networked OOH Real-time Content: Behaviour http://vimeo.com/46364255 http://vimeo.com/70121887 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
  63. 63. 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
  64. 64. 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
  65. 65. 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
  66. 66. 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
  67. 67. 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
  68. 68. Engaging Interfaces Touch Screens http://vimeo.com/47095462 http://vimeo.com/54882144 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
  69. 69. 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
  70. 70. 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
  71. 71. 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
  72. 72. 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
  73. 73. 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
  74. 74. 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
  75. 75. 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
  76. 76. 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
  77. 77. 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
  78. 78. 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