1.
DOOH Personalization
or
Are the Ads from the movie Minority Report almost here?

2.
Introduction
• Kurt Holstein
President Azoic Ventures
• Spent 16 years at P&G in Brand Management before co-founding Rosetta in 1998
• Grew Rosetta to a top 5 digital agency in the US with 1,200+ Employees
• Sold Rosetta to Publicis in July 2011 for $575mm
• Retired for 3 months…was bored out of my mind
• Started Azoic Ventures, an early stage venture fund with fourteen investments to date
• Also a Marketing Services Advisor to AEA Investors, one of the oldest PE firms in NYC

3.
Minority Report – w/ Tom Cruise
• It’s 2054 and a special police unit is able to arrest murderers BEFORE they
commit their crimes, an officer from that unit, John Anderton, is himself
accused of a future murder.
• As John walks past DOOH ads, they scan his eyes to identify him and then
personalize the ads
• To avoid being identified by the ad scanners, he eventually has his eyeballs
replaced on the black market, which leads to a personalization problem at
the GAP

4.
The three steps required to deliver this future
1. Passively recognized “John Anderton”
2. Immediately access his past purchase data and use it to select the
right ad
3. Serve the personalized ad in real time
So let’s see how close we are today

5.
Large Format Digital Out of Home (DOOH)
• Viewed by MANY at one time

6.
Large Format Digital Out of Home (DOOH)
• Limited personalization opportunities

7.
Small Format DOOH
• Viewed by ONE person at time
• Users can personalize their experience but requires consumer input

8.
Digital Out of Home (DOOH)
How do we get true Passive RECOGNITION and PERSONALIZATION?
Welcome back to the Gap Mr. Yakamoto.
How did those assorted tank tops work out for you?

9.
BLE Beacons provide some of the benefits
• BLE Beacons use Bluetooth Low Energy (BLE)
to enable very precise micro-location triggers
for events in mobile apps
• Apple’s iBeacon works as both a sensor and a
signal:
A BLE enabled iPhone can receive location-specific
messages based on its proximity to iBeacons
That phone can also act as an iBeacon itself,
transmitting messages to others
• Range can be as little as 2 inches and as far as
200+ feet
Source: Forbes TECH 8/29/2013
BLE is already in iPhone 4S, 5 and 6
as well as iPads and many high-end Androids

10.
BLE Beacon triggered personalization
Apple Watch wearers will be tracked via Bluetooth signals coming from
real-world locations, that can send real time alerts and promotions
Source: Bloomberg Tech 2014
Walk past a Starbucks and an app on your
phone or watch can:
- Suggest that you pop in for a quick coffee
- Provide a scannable or NFC discount
- Let you pay with Apple Pay

11.
BLE Beacons have some drawbacks
• BLE Beacons will mostly rely on a mobile app
and therefore are not be truly passive
• Consumers will most likely have to enable
their mobile device app to accept beacon
signals and allow personalization
Source/Image: rfidjournal/Estimote

12.
New Active Camera Technology (ACT) beacons can “recognize”
consumers and record viewing information

13.
BLE Beacons vs Active Camera Technology

14.
Detailed analytics
• Views
• Dwell time
• Gender, age and other demographics
• Day parting
• Eventually emotional response to the ad
Campaign integration
• Integrate our analytics into your CMS for segmented campaign
results
• Serve ads based on intelligent recommendations from data
collected
ACT Beacons provide passively collected analytics
Source: AdMobilize

15.
Next Generation ACT Beacons
Will “recognize” additional attributes
Source: AdMobilize

16.
Emotional Recognition
Affectiva reads emotional states from facial expressions
Source: affectiva

17.
Summary
Get ready John Aderton!
• A combination of BLE and Active Camera Technology Beacons currently support
real time location-based identification and personalization opportunities
• The technology is ahead of most marketers current needs and visions
• Apples iWatch and Apple Pay could accelerate adoption
• Data collection and usage will need to be handled appropriately to avoid
consumer privacy issues and avoid an adoption backlash

18.
Really??
Source: dailydooh