Digital Out-of-Home Industry Outlook 2009
BroadSign Fact Sheet <ul><li>Ad Server for DOOH </li></ul><ul><li>SaaS / Managed Services </li></ul><ul><li>Largest Connec...
How many different types of advertising can we name? The Media Landscape
The Media Landscape  (continued) Radio, TV, newspaper, magazine, direct mail, internet (banner ads, interactive), billboar...
Media Landscape 1990 - 2000 LESS MORE CONSUMER INTERACTION & ENGAGEMENT ADVERTISING SHARE GROWTH* -10 FLAT +10 OUTDOOR MAG...
Mobility Is Driving Change <ul><li>“ US Residents spend twice as much time outside their homes and workplaces than they di...
Source:  Simmons Data 2007 – Adults 18-24, Nielsen:  Viewing Data – Adults 18-24  Source:  Simmons Data 2002 – Adults 18+,...
Source:  Simmons Data 2007 – Adults 18-24, Nielsen:  Viewing Data – Adults 18-24  Source:  Simmons Data 2002 – Adults 18+,...
Media Landscape 2000 – 2010E LESS MORE CONSUMER INTERACTION & ENGAGEMENT ADVERTISING SHARE GROWTH* -10 FLAT +10 OUTDOOR RA...
Ad Investment Compared to Consumer Behavior Source:  Jack Myers Media Forecast 2008; Ipsos Online Panel 2008
Television is an engaging visual medium with mass reach Mobile is consumer focused and highly targeted Online is ‘just in ...
Place based is all the above  plus  proximity to purchases Television is an engaging visual medium with mass reach Mobile ...
Digital Out-of-Home has  “The Power of Proximity”
Revenue Share vs. Growth Rate Source: PQ Media, Veronis Suhler Stevenson; 2007 – 2008 advertising revenue growth 1 4 5 9 8...
Crossing the Chasm: It’s All About The Revenue Testing funds Local, Regional, or Opportunistic dollars “ Part of the ad pl...
Take Advantage Of Today’s  Consumer Driven Media Landscape
8 AM 9 AM 10 AM 11 AM 12 PM 1 PM 2 PM 3 PM 4 PM 5 PM 6 PM 7 PM 8 PM 9 PM 10 PM 11 PM 7 AM 12 AM Use Time, Place & Context ...
Networks: Suppliers: OVAB Member Companies
The Power of Place™ 8AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM 7AM 12AM 790,000+ screens 3+ Bill...
Audience Metrics Guidelines
Media Currencies <ul><li>C3 </li></ul><ul><li>Program/Daypart </li></ul><ul><li>Click Throughs </li></ul><ul><li>Page view...
As audience metrics are refined to more closely approach exposure to advertising the value of the media currency metrics  ...
For more information visit: www.ovab.org  For the Network Planning Guide: www.ovab.org/content/resources
“ Team Fox” Campaign Assessment October 2008
Background and Objectives <ul><li>Background </li></ul><ul><ul><li>Team Fox in association with OVAB, n2, Deutsch, and swi...
<ul><li>There is a higher number of people on the post wave that say they have heard of Team Fox. </li></ul>Awareness Incr...
<ul><li>Advertising awareness increases after the campaign </li></ul><ul><li>Also, recognition of the ads was higher for t...
<ul><li>Team Fox association with the Michael J. Fox Foundation increased from 46% vs. 51%.  </li></ul><ul><li>Team Fox as...
<ul><li>The ad campaign reinforces this grass-roots nature </li></ul><ul><li>After the campaign, more than half of people ...
<ul><li>The campaign seemed to motivate people to talk positively about “Team Fox”.  </li></ul><ul><li>We found an increas...
<ul><li>Using Google analytics, the search term “Team Fox”: </li></ul><ul><ul><li>Was searched 20%+ more than the same per...
<ul><li>“ Likelihood to donate time  to Team Fox” doubled in markets with higher levels  of impressions </li></ul>Motivati...
<ul><li>Digital & Video OOH Networks Can Increase Brand Awareness </li></ul><ul><ul><li>Illuminate something here </li></u...
Trends for 2009, beyond <ul><li>Business Models  </li></ul><ul><li>Consolidation or Attrition? </li></ul><ul><li>Standards...
Retail – The Awakening Giant Control
Consolidation or Attrition? “ I see dead people”
Research <ul><li>Too expensive, need alternatives </li></ul><ul><li>Internet has proven the trend </li></ul><ul><li>Future...
Methodology: Life Pattern Marketing Intercept people in their work, play, and social routines. Coffee Shop Sports Bar Rest...
DOOH Targets Health Club  Coffee Shop Hotel Kiosk Golf Course Sports Bar Executive Airport Grocery Store Health Club Denta...
DOOH Has Stopping Power 63% Digital Signage 56% TV 57% Magazine 47% Internet 40% Newspaper 37% Radio 58% Billboard Source:...
DOOH is Unique and Entertaining 58% Digital Signage 39% TV 37% Magazine 29% Internet 23% Newspaper 23% Radio 33% Billboard...
The 21st Century Media Mix  Are we there yet? <ul><li>Burger King ahead of its time – “have it your way” </li></ul><ul><li...
The 21st Century Media Mix In Perspective  <ul><li>Digital Media changes everything </li></ul><ul><li>Digital Media is a c...
<ul><li>Consumers choose when, where and how they get information </li></ul><ul><ul><li>DOOH networks provide unique touch...
 
Thank You Brian Dusho BroadSign International, Inc. [email_address] www.broadsign.com
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The Power of Proximity!

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Apresentação da associação americana que regula mídia digital out of home, oferecida aqui pela ABDOOH. Dados para justificar um pouco do que acreditamos aqui na agência no que diz respeito à relação direta que existe entre PROXIMIDADE e RELEVÂNCIA, além da valorização do MOMENTO ao invés da mídia.

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  • Transcript of "The Power of Proximity!"

    1. 1. Digital Out-of-Home Industry Outlook 2009
    2. 2. BroadSign Fact Sheet <ul><li>Ad Server for DOOH </li></ul><ul><li>SaaS / Managed Services </li></ul><ul><li>Largest Connected Network </li></ul><ul><li>165 Networks </li></ul><ul><li>25 Countries </li></ul><ul><li>25,000+ Venues </li></ul><ul><li>20,000,000+ Content Distribution/Daily </li></ul><ul><li>100,000,000+ Impressions Weekly </li></ul>Music stores Office buildings Grocery stores Health clubs Bars Vet offices Video rental
    3. 3. How many different types of advertising can we name? The Media Landscape
    4. 4. The Media Landscape (continued) Radio, TV, newspaper, magazine, direct mail, internet (banner ads, interactive), billboard (bulletin, posters, murals), end cap, side cap, shelf talkers, coupons, flyers, mobile, airline video/magazine, airport security bins, coffee sleeve, pizza boxes, dry cleaning bags, egg carton , subway train, subway station, subway platform, on bus, in bus, on taxi, in taxi, street furniture, sports teams, arena and venue, sporting events, blimp, tabletop, hubcap, kiosk, handrail, napkin, etc…!
    5. 5. Media Landscape 1990 - 2000 LESS MORE CONSUMER INTERACTION & ENGAGEMENT ADVERTISING SHARE GROWTH* -10 FLAT +10 OUTDOOR MAGAZINE RADIO TELEVISION NEWSPAPER Source: Ad Age Leading National Advertiser Report 1961-2007
    6. 6. Mobility Is Driving Change <ul><li>“ US Residents spend twice as much time outside their homes and workplaces than they did just a few decades ago” </li></ul><ul><li>PQ Media Alternative Out-of-Home Media Forecast, 2007-2011 </li></ul>
    7. 7. Source: Simmons Data 2007 – Adults 18-24, Nielsen: Viewing Data – Adults 18-24 Source: Simmons Data 2002 – Adults 18+, Nielsen: Viewing Data – Adults 18+ Gone From Home versus In Home Media Time % General Population Gone from home % General Population Watching TV
    8. 8. Source: Simmons Data 2007 – Adults 18-24, Nielsen: Viewing Data – Adults 18-24 Source: Simmons Data 2002 – Adults 18+, Nielsen: Viewing Data – Adults 18+ Gone From Home versus In Home Media Time % 18-24 Year Old Gone from home % 18-24 Year Old Watching TV
    9. 9. Media Landscape 2000 – 2010E LESS MORE CONSUMER INTERACTION & ENGAGEMENT ADVERTISING SHARE GROWTH* -10 FLAT +10 OUTDOOR RADIO TELEVISION ONLINE MOBILE MAGAZINE NEWSPAPER PLACE BASED AD NETS Source: Ad Age Leading National Advertiser Report 1961-2007; reported share estimates for mobile, online and place based PQ Media
    10. 10. Ad Investment Compared to Consumer Behavior Source: Jack Myers Media Forecast 2008; Ipsos Online Panel 2008
    11. 11. Television is an engaging visual medium with mass reach Mobile is consumer focused and highly targeted Online is ‘just in time’ delivery with accountability
    12. 12. Place based is all the above plus proximity to purchases Television is an engaging visual medium with mass reach Mobile is consumer focused and highly targeted Online is ‘just in time’ delivery with accountability
    13. 13. Digital Out-of-Home has “The Power of Proximity”
    14. 14. Revenue Share vs. Growth Rate Source: PQ Media, Veronis Suhler Stevenson; 2007 – 2008 advertising revenue growth 1 4 5 9 8 3 2 7 6 Ad Rev Share Rank
    15. 15. Crossing the Chasm: It’s All About The Revenue Testing funds Local, Regional, or Opportunistic dollars “ Part of the ad plan”: Success! Stage 1: Stage 2: Stage 3:
    16. 16. Take Advantage Of Today’s Consumer Driven Media Landscape
    17. 17. 8 AM 9 AM 10 AM 11 AM 12 PM 1 PM 2 PM 3 PM 4 PM 5 PM 6 PM 7 PM 8 PM 9 PM 10 PM 11 PM 7 AM 12 AM Use Time, Place & Context to Impact Consumers The power of place HEALTH CLUBS HEALTH CLUBS GAS PUMPS GAS STATIONS RESTAURANTS / BARS ELEVATORS / OFFICE BUILDINGS RETAIL / SUPERMARKETS / MALLS TRANSIT TRANSIT GOLF COURSES CINEMA HEALTH CARE GOLF COURSES SPORTS/ENTERTAINMENT ARENAS
    18. 18. Networks: Suppliers: OVAB Member Companies
    19. 19. The Power of Place™ 8AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM 11PM 7AM 12AM 790,000+ screens 3+ Billion impressions per month 57,000+ venues
    20. 20. Audience Metrics Guidelines
    21. 21. Media Currencies <ul><li>C3 </li></ul><ul><li>Program/Daypart </li></ul><ul><li>Click Throughs </li></ul><ul><li>Page views </li></ul><ul><li>¼ hr. Program </li></ul><ul><li>Readership </li></ul><ul><li>Daily Readership </li></ul><ul><li>Eyes on Impressions </li></ul><ul><li>Venue Traffic </li></ul><ul><li>Audience </li></ul><ul><li>Audience </li></ul><ul><li>Traffic </li></ul><ul><li>Audience </li></ul><ul><li>Audience </li></ul><ul><li>Audience </li></ul><ul><ul><li>Broadcast </li></ul></ul><ul><ul><li>Cable </li></ul></ul>National TV <ul><ul><li>Search </li></ul></ul><ul><ul><li>Display </li></ul></ul>Internet <ul><ul><li>National </li></ul></ul><ul><ul><li>Local </li></ul></ul>Radio <ul><ul><li>Magazine </li></ul></ul><ul><ul><li>Newspaper </li></ul></ul>Print <ul><ul><li>Static Billboard </li></ul></ul>Outdoor <ul><ul><li>Place Based Networks </li></ul></ul>Digital OOH Ad Networks <ul><li>Average Ad Unit Impressions </li></ul><ul><li>Audience </li></ul>
    22. 22. As audience metrics are refined to more closely approach exposure to advertising the value of the media currency metrics increases. Average Unit Audience: Increased Value Venue Traffic Vehicle Traffic Vehicle Audience Average Unit Audience
    23. 23. For more information visit: www.ovab.org For the Network Planning Guide: www.ovab.org/content/resources
    24. 24. “ Team Fox” Campaign Assessment October 2008
    25. 25. Background and Objectives <ul><li>Background </li></ul><ul><ul><li>Team Fox in association with OVAB, n2, Deutsch, and switch f/x developed a ad campaign to run6/16 – 8/19/08. </li></ul></ul><ul><li>Advertising Objectives </li></ul><ul><ul><li>Generate awareness for Team Fox </li></ul></ul><ul><ul><li>Increase clarity about Team Fox </li></ul></ul><ul><ul><li>Drive action & participation </li></ul></ul><ul><li>Media Approach </li></ul><ul><ul><li>The campaign ran exclusively on 22 OVAB member networks, providing a clean read on the impact and effectiveness of digital & video OOH ad networks. </li></ul></ul>
    26. 26. <ul><li>There is a higher number of people on the post wave that say they have heard of Team Fox. </li></ul>Awareness Increased 20%! +20% Post-Campaign August (n=400) Pre-Campaign May 2008 (n=500) Percentage Change Pre to Post (AAWBR) How familiar are you with each of the following grassroots Difference is statistically significant at the 80% confidence level. % Who they have heard of
    27. 27. <ul><li>Advertising awareness increases after the campaign </li></ul><ul><li>Also, recognition of the ads was higher for those markets that had a higher level of impressions. </li></ul>National (n = 500 / wave) High Impression Markets (n = 247 pre / 252 post wave) Aided Ad Recall Ad Recognition by Market Grouping High Impressions (n = 223 post wave) Low Impressions (n = 219 post wave) Pre-Wave Post-Wave AAWAD Which of the following grassroots volunteer efforts that benefit medical research have you recently seen or heard advertising for? Differences are statistically significant at the 80% confidence level.
    28. 28. <ul><li>Team Fox association with the Michael J. Fox Foundation increased from 46% vs. 51%. </li></ul><ul><li>Team Fox association with Parkinson’s research increased from 50% to 59%. </li></ul>Brand Clarity Increased up to 18%! ASSOC2 Which of the following organizations do you think Team Fox is affiliated with? CURE Which of the following diseases do you think Team Fox is dedicated to finding a cure for? Difference is statistically significant at the 80% confidence level.
    29. 29. <ul><li>The ad campaign reinforces this grass-roots nature </li></ul><ul><li>After the campaign, more than half of people associated “Team Fox” with the statement “a group anyone can get involved in” (57% vs. 43%). </li></ul>Grass Roots Awareness Grew 33%! 57% Agree that “Team Fox is a group anyone can get involved in” BRATT1 Please choose as many or as few of the grassroots volunteer efforts that benefit medical research as you think applies to each description Difference is statistically significant at the 80% confidence level.
    30. 30. <ul><li>The campaign seemed to motivate people to talk positively about “Team Fox”. </li></ul><ul><li>We found an increased number of people report having heard others talking positively about “Team Fox”. </li></ul>Buzzworthy– People are Talking High Impression Markets Pre-Wave Post-Wave [BUZZ] Which of the following grassroots volunteer efforts that benefit medical research have you recently heard people talk about, including friends, family, blogs, or news articles? BUZZTONE Please indicate whether what you heard was primarily positive, primarily negative, both positive and negative Difference is statistically significant at the 80% confidence level. Have heard positive things about Team Fox recently
    31. 31. <ul><li>Using Google analytics, the search term “Team Fox”: </li></ul><ul><ul><li>Was searched 20%+ more than the same period in 2007. </li></ul></ul><ul><ul><li>Search really takes off in the later part and after the campaign. </li></ul></ul>Going Viral! – “Google” Team Fox
    32. 32. <ul><li>“ Likelihood to donate time to Team Fox” doubled in markets with higher levels of impressions </li></ul>Motivation to act Increased 100%! Pre-Campaign 4% Post-Campaign 8% PBBN For the following grassroots volunteer efforts that benefit medical research, please indicate all the actions you are likely to take. Difference is statistically significant at the 80% confidence level.
    33. 33. <ul><li>Digital & Video OOH Networks Can Increase Brand Awareness </li></ul><ul><ul><li>Illuminate something here </li></ul></ul><ul><li>Digital & Video OOH Networks Can Communicate a Clear Message </li></ul><ul><ul><li>Despite the various formats and venues, the message was clear across the networks and the campaign increased familiarity with Team Fox </li></ul></ul><ul><li>Digital & Video OOH Networks Motivates Action </li></ul><ul><ul><li>Google searches increased dramatically </li></ul></ul><ul><li>Key conclusion: </li></ul><ul><ul><li>Digital & Video OOH Networks can be a valuable… </li></ul></ul>Conclusions
    34. 34. Trends for 2009, beyond <ul><li>Business Models </li></ul><ul><li>Consolidation or Attrition? </li></ul><ul><li>Standards & Research </li></ul><ul><li>21 st Century Media Mix </li></ul><ul><li>Niche is the new Mass………. </li></ul>
    35. 35. Retail – The Awakening Giant Control
    36. 36. Consolidation or Attrition? “ I see dead people”
    37. 37. Research <ul><li>Too expensive, need alternatives </li></ul><ul><li>Internet has proven the trend </li></ul><ul><li>Future of DOOH measurement </li></ul><ul><ul><li>Beyond measurement by ad driven actions </li></ul></ul>
    38. 38. Methodology: Life Pattern Marketing Intercept people in their work, play, and social routines. Coffee Shop Sports Bar Restaurant Elevator Gas Station Taxi Video Store Health Club ATM Dentist Lobby Restaurant Convenience Store Home Office Office M O R N I N G N O O N E V E N I N G Home
    39. 39. DOOH Targets Health Club Coffee Shop Hotel Kiosk Golf Course Sports Bar Executive Airport Grocery Store Health Club Dental Office Shopping at Mall Salon DVD Rental E V E N I N G N O O N M O R N I N G E V E N I N G N O O N M O R N I N G E V E N I N G N O O N M O R N I N G Reach Sarah – Alpha Mom Reach the Lopez Family – Hispanic Family Reach Tom – Business Professional Gas Station Veterinary Clinic Convenience Store Retail – Entertainment Auto Maintenance Store Family Restaurant
    40. 40. DOOH Has Stopping Power 63% Digital Signage 56% TV 57% Magazine 47% Internet 40% Newspaper 37% Radio 58% Billboard Source: SeeSaw Networks – OTX Digital OOH Media Awareness & Attitude Study 2007 Percentage of people who report that advertising on the media catches their attention 10% Mobile Phone Percentage of people who report that they pay “some” or “a lot” of attention to advertising on the media 52% 45% 44% 40% 40% 33% 32% TV Magazine Digital Signage Internet Newspaper Radio Billboard 27% Mobile Phone Base: Among those that have seen ads in the media in the past 12 months
    41. 41. DOOH is Unique and Entertaining 58% Digital Signage 39% TV 37% Magazine 29% Internet 23% Newspaper 23% Radio 33% Billboard Percentage of people who report that advertising on the media is unique Percentage of people who report that advertising on the media is entertaining 56% TV 39% Magazine 48% Digital Signage 31% Internet 21% Newspaper 35% Radio 32% Billboard Source: SeeSaw Networks – OTX Digital OOH Media Awareness & Attitude Study 2007 Base: Among those that have seen ads in the media in the past 12 months
    42. 42. The 21st Century Media Mix Are we there yet? <ul><li>Burger King ahead of its time – “have it your way” </li></ul><ul><li>What if in a digital world……. </li></ul><ul><ul><li>A recipe strategy that “gets simpler” as the day goes on and people have less time to prepare </li></ul></ul><ul><ul><li>“ Hand” a consumer exactly what they are looking for…when they are looking </li></ul></ul><ul><ul><li>Meat lovers get a meat pizza, vegetarians get a veggie pizza, mom’s with kids get variety and singles get single serve…all in a single media buy at the same time </li></ul></ul><ul><li>We are at a cross-roads and able to take the “what if” path </li></ul><ul><ul><li>Technology/vehicles are now scaleable </li></ul></ul><ul><ul><li>Digital share of spending mix is now sizable </li></ul></ul><ul><ul><li>Sellers selling cross-channel digital networks </li></ul></ul>
    43. 43. The 21st Century Media Mix In Perspective <ul><li>Digital Media changes everything </li></ul><ul><li>Digital Media is a cross of form and function </li></ul><ul><li>Map out all potential routes </li></ul><ul><li>Start with the end in mind </li></ul>
    44. 44. <ul><li>Consumers choose when, where and how they get information </li></ul><ul><ul><li>DOOH networks provide unique touchpoints </li></ul></ul><ul><li>Audience measures are reliable and comparable </li></ul><ul><ul><li>Innovation in media research driving reliability and OVAB Guidelines provide solid framework </li></ul></ul><ul><li>Fastest growing media segment by revenue second to search </li></ul><ul><ul><li>Investment growth always follows valuable audiences </li></ul></ul><ul><li>DOOH is a more accountable media </li></ul><ul><ul><li>Demographic profiles are strong and behaviors in venues are predictable </li></ul></ul><ul><li>Opportunity to stake a claim </li></ul><ul><ul><li>History proves first movers gain tremendous advantages </li></ul></ul>Why should invest now?
    45. 46. Thank You Brian Dusho BroadSign International, Inc. [email_address] www.broadsign.com
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