KEYNOTE (ScreenMediaExpo 2011): If your digital screens’ message cannot reach more than 20 feet, who cares? In an ever more connected world, marketers must reach their customers/audiences across multiple channels, devices and platforms. As if this wasn’t challenging enough, the consumer no longer tolerates pushed messages or one way communications with brands. Instead, the consumer has the remote control (aka a phone) and shapes a dialogue with brands via Likes, Comments, Friends and Fans. How can Digital Place Based-Screens better connect and foster these dialogues to deliver value to venues and consumers? Stephen will use case studies that reveal lessons and best practices from the multiple perspectives of brands/advertisers, location owners/managers and digital out-of-home network owners. Learning outcomes: Stephen's keynote will provoke the critical questions for anyone in a DOOH business and suggest a path to a more connected DOOH strategy. How to leverage location-based services to service locations (sounds obvious, but is it?) Why a failure to understand the impact of social media could cost you your business. In a fast moving mobile and social technology landscape, should you build or buy your solutions?

1. IF YOUR DIGITAL SCREENS’ MESSAGE CANNOT
REACH MORE THAN 20 FEET, WHO CARES?
screenmedia expo | 2011 May 18th -19th Earls Court, London.
Stephen Randall, CEO, LocaModa Inc.
MOBILE: +1 781 888 1417
EMAIL: srandall@locamoda.com
TWITTER: stephenrandall
Copyright © 2011 LocaModa Inc.

2. QUICK LOCAMODA INTRO
LocaModa is a place-based social media company
helping locations engage customers and brands
engage audiences.
LocaModa enables networks reaching over 100,000,000 people every
month in U.S. in over 15,000 high-traffic locations (for example in
cafes, supermarkets, bars, quick-serve restaurants, colleges, stadiums
and on digital billboards in Times Square and Las Vegas).
LocaModa is a privately held company headquartered in Cambridge, MA
Copyright © 2011 LocaModa Inc.

3. MY GOAL TODAY…
Show how to extend the reach and value of
digital signage; guide decision makers to ask
the right questions; and expose BS.
Copyright © 2011 LocaModa Inc.

4. WHAT IS PLACE-BASED SOCIAL MEDIA?
SOCIAL
PLACE-BASED
MEDIA
NETWORKS
DEFINITIONS!
Place-Based Networks: Digitally addressable signage networks in places such as bars, cafes,
supermarkets, waiting rooms, public spaces, taxis etc. Also known as Digital Out of Home
(DOOH) Networks. !
Place-Based Social Media: Media for social engagement via place-based networks using
highly accessible and scalable web-based technologies to enable interactive dialogues.!
Copyright © 2011 LocaModa Inc.

5. IN CASE WE DOUBT THAT SOCIAL MEDIA IS A FAD
• Social networking has overtaken porn as the number one
activity on the Web. (Source: Huffington Post)
• Foursquare grew 3,400% in 2010. 8 million users by
March 2011. (Source: Foursquare)
• 600 million people visit Facebook each month, and that
half come back every day. (Source: Facebook)
• 700,000 local businesses have active Facebook pages.
(Source: Facebook)
• 250 million users access Facebook via mobile-based
devices and are 50% more active than non-mobile users.
(Source: Facebook)
• 175 million Twitter members. (Source: Twitter)
• Twitter users generate 140 million Tweets per day. (Source: Twitter)
Even if you don’t use social media, your customers and
their competitors are looking to execute programs with
companies that get this stuff. So get it! !
Copyright © 2011 LocaModa Inc.

6. TREAD CAREFULLY!
Copyright © 2011 LocaModa Inc.

7. THE FUTURE IS NOT…
Copyright © 2011 LocaModa Inc.

8. IT’S ABOUT CHANGING FROM THIS
Copyright © 2011 LocaModa Inc.

9. TO THIS
Copyright © 2011 LocaModa Inc.

10. IT’S NOT ABOUT MOBILE TECH, IT’S ABOUT
MOBILE BEHAVIOR INSIDE THE “NEW MEDIA TRIAD”
OUT-OF-HOME
SCREENS
AUDIENCE
WEB MOBILE
SCREENS SCREENS
Copyright © 2011 LocaModa Inc.

11. TODAY DISCOVERY IS INTENT OR CONTEXT
PUBLIC SCREENS: DISCOVERY VIA CONTEXT
Bar, Café,
Retail Networks Public Spaces Events
Restaurant Networks
1 way
Brands and
Advertisers
2 way
On-line
Audience
PRIVATE SCREENS: DISCOVERY VIA INTENT
Copyright © 2011 LocaModa Inc.

12. MOBILE BRIDGES INTENT AND CONTEXT
PUBLIC SCREENS: DISCOVERY VIA CONTEXT
Bar, Café,
Retail Networks Public Spaces Events
Restaurant Networks
1 way
Brands and Mobile
Advertisers Audience
PRIVATE MOBILE
2 way
SCREENS:
2 way
DISCOVERY VIA
INTENT & CONTEXT
2 way
On-line
Audience
2 way
PRIVATE SCREENS: DISCOVERY VIA INTENT
Copyright © 2011 LocaModa Inc.

13. OUR FUTURE IS CONNECTED
Copyright © 2011 LocaModa Inc.

14. AND MEASURABLE
Source: Visual News. http://www.visualnews.com/2011/01/29/foursquare-infographic/
Copyright © 2011 LocaModa Inc.

15. So what does
this mean for
my business?
Copyright © 2011 LocaModa Inc.

16. SCREENS CAN & SHOULD REACH MILES (NOT FEET)
MILES!
FEET!
DIGITAL PLACE-BASED
NETWORKED SCREEN!
PEOPLE ON-LINE -
PEOPLE
FOLLOWERS, FANS,!
IN VENUES!
BRAND WEBSITES ETC!
Copyright © 2011 LocaModa Inc.

17. EXAMPLE: DOOH + TWITTER + FACEBOOK
Objective: Deliver a more integrated user experience reinforcing
AT&Tʼs goal of owning conversations around the World Cup"
• 4 wk flight
• 800+ locations (cross-channel connection to 4 bar networks)
• Mobile msgs via Twitter & SMS
• Full web integration (Facebook, rich media banner ads)
• 400,000 plus messages hit LocaModa’s platform
• Full moderation & curation service
Copyright © 2011 LocaModa Inc.

18. So, just throw a
sexy interactive
app on a screen
and hey presto?
Of course not.
Copyright © 2011 LocaModa Inc.

19. FEET FIRST (THINK ABOUT UX BEFORE TECH)
• How fast? Sitting, standing, queuing, walking, driving?
Each answer will dictate a different UX model.
• How close? <5ft, 5-10ft, 10-20-ft, >20ft?
Each answer will dictate a different UX model.
• How many? 1 to 1, 1 to many, many to many?
Each answer will dictate a different UX model.
• How long? <5 mins, 5-15 mins, 15-60 mins, >60 mins?
Each answer will dictate a different UX model.
If you go into this business Tech First instead of Feet
First, you could trip up. !
Copyright © 2011 LocaModa Inc.

20. ONE SIZE DOESN’T FIT ALL
INTERACTIVE!
Average Number of DOOH Audience Interactions!
2
• Interactive Place-Based
Social Media displays real-
time contextual, targeted,
curated, social media on
DOOH screens with a call
ACTIVE! to action."
• Active Place-Based Social • DOOH screens can be
Media displays contextual, influenced by audience in
targeted, curated, social real time."
!
media on DOOH screens • Can be operated by DOOH
with a call to action." networks of with real-time
• DOOH screens can be Internet connectivity.!
influenced by audience but
NOT in real time – either
1!
due to limitations of
PASSIVE! infrastructure or time
• Passive Place-Based required by brands/venues to
Social Media displays ensure content is adequately
contextual, targeted, filtered, moderated and/or
!
curated, social media curated.!
on DOOH screens • Can be operated by DOOH
without a call to networks with minimum
action." Internet connectivity.!
• DOOH screens cannot
!
be influenced by
audience."
• Can be operated by
DOOH networks of any
capability.! Minimum DOOH Time To Engage (Seconds)!
0
15 ! 30 60 !
Copyright © 2011 LocaModa Inc.

21. STAGES OF ENGAGEMENT
INTERACTIVE!
Average Number of DOOH Audience Interactions!
2
Reaction!
ACTIVE!
Screen Updates!
!
Receive Response!
1!
PASSIVE! Send Message!
Start to Participate!
!
Whatʼs In It For Me?!
!
Recognize Ability To Participate!
Minimum DOOH Time To Engage (Seconds)!
0
15 ! 30 60 !
Copyright © 2011 LocaModa Inc.

22. USER CASES MAP TO CHANNELS & DWELL TIME
INTERACTIVE!
Average Number of DOOH Audience Interactions!
2
Engagement!
Path!
ACTIVE! BARS, EVENTS,
STADIUMS!
!
RESTAURANTS, HEALTH CARE,
CINEMAS, FITNESS, EDUCATION,
1!
PASSIVE! AMUSEMENT PARKS, CASINOS,
WAITING ROOMS !
!
SUPERMARKETS, PHARMACIES,
CAFÉS, MALLS, RETAIL STORES,
SALONS, WAREHOUSES!
!
OUTDOOR, TRANSPORTION, CORPORATE,
GAS STATIONS, CONVENIENCE STORES!
Minimum DOOH Time To Engage (Seconds)!
0
15 ! 30 60 !
Copyright © 2011 LocaModa Inc.

23. Copyright © 2011 LocaModa Inc.

24. Copyright © 2011 LocaModa Inc.

25. Copyright © 2011 LocaModa Inc.

26. NOTE: INTERACTION NEEDS TIME!
With short dwell times or <30 second spots (i.e. most
of DOOH), beware of claims such as:
QR Codes + DOOH are the future!
QR Codes WON’T WORK with short spots! And on
DOOH, they’re often too far away to be scanned.
Smartphone Apps + DOOH are the future!
Smartphone Apps + DOOH DON’T HAVE ENOUGH
TIME TO BE DISCOVERED, DOWNLOADED AND
USED!
Augmented Reality + DOOH is the future!
Ditto…
Copyright © 2011 LocaModa Inc.

27. LET’S TEST THIS NOW…
Copyright © 2011 LocaModa Inc.

28. HOW FAST CAN YOU SCAN THIS QR CODE?
Copyright © 2011 LocaModa Inc.

29. IS IT SAFE?
Copyright © 2011 LocaModa Inc.

30. DOOH + SOCIAL IS SAFE – IF IT’S DONE RIGHT
Copyright © 2011 LocaModa Inc.

31. MAKING DOOH SAFE
Moderation tools are effective and inexpensive (free in system bundle
and/or typically less than 5% of media if human moderated).
CHECK LIST:
• Machine AND Human interfaces.
Do not rely on machine solutions for all solutions. Filters (machine
moderation) will NEVER be good enough for enterprise solutions. E.g.
Filters can’t differentiate intent of “The night is warm” “This beer is
warm” “The chicken is hot” “The chicks are hot”
• Editable filters and “not tags”
Not just for abusive language, but also undesirable brands etc.
Remove urls (they don’t work on DOOH screens)
• Use known (safe), trusted users where possible
Many apps (e.g. NewYorkTimes Today) use brand accounts or
authenticated users for feeds.
• Scalable
Capable of handling 1, 10, 1,000 of screens, in real time, with different
rules (e.g. bars + family restaurants).
Designed for multiple operators/locations/rules
Copyright © 2011 LocaModa Inc.

32. Companies selling DOOH +
Social solutions MUST have
safe and scalable moderation.
Beware of claims such as:
“Our moderation filters
are foolproof”
Copyright © 2011 LocaModa Inc.

33. “VENUE SAFE” MESSAGING
30-60% increase in Consumer Location-Based Services are NOT
check-ins when displayed designed for locations! They need to be filtered,
clearly at venue.! curated, or replaced by venue messages)!
Copyright © 2011 LocaModa Inc.

34. COMMUNITY BULLETIN BOARD
Dynamically display venue marketing Standard skyscraper ad unit works
& approved ads/feeds/accounts.
across multiple networks and channels.
Copyright © 2011 LocaModa Inc.

35. WHOSE PAIN IS IT ANYWAY?
Copyright © 2011 LocaModa Inc.

36. EACH STAKEHOLDER HAS DIFFERENT PAIN POINT
Digital place-based networks want
audience focused solutions.
Location owners want customer
focused solutions.
Agencies/Brands want product
focused solutions.
Mobile Consumers want “The 3 Fs” –
Fun, Fame and/or Fortune
Copyright © 2011 LocaModa Inc.

37. STRATEGIC VIEW: THE NEXT 3 YEARS “OUT THERE”
• ALL screens will be more connected AND SOCIAL – TV, web,
mobile and Digital-Out-Of-Home (DOOH).
• Companies seeking to reach the “connected consumer” will
have to do so across multiple channels and platforms.
• As value starts to flow to companies better able to reach their
customers across channels, there will be increased demand for
media that fosters consumer dialogs in an engaging, efficient
and scalable way.
• This will catalyze traditional channels into being more webby
(something that’s already started).
• Millions of screens in millions of places will become a hub for
local services, media, commerce and loyalty programs.
• If your screen can’t reach more than 20 feet, you should care!
• Disconnected screens will not have a future.
Copyright © 2011 LocaModa Inc.

38. THANK YOU FOR YOUR TIME. ANY QUESTIONS?
STEPHEN RANDALL
MOBILE: +1 781 888 1417
Get these slides and other papers: EMAIL: srandall@locamoda.com
www.slideshare.net/srandall TWITTER: stephenrandall
Copyright © 2011 LocaModa Inc.