mobile and digital signage combine to provide a compelling media proposition

mobile and digital signage combine to provide a compelling media proposition
18/05/2011
Private and Confidential - © 2011 Akeman Solutions Ltd
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Tim Butler
Akeman Solutions Ltd
18/05/11
020 8123 8488
www.akemansolutions.com

Tim Butler
Advertising
Software
Mobile
Cloud
Andy Hogg
Advertising
Marketing
Management consultancy
Engineering
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a fresh approach to agency management solutions and consultancy
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my first mini
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multitude of choice
Colour
Model
Specification
Option packs
Individual options
New or cherished
cash, HP or finance
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two buyers
Four dealers
Online
Autotrader
Which
Friends
Facebook
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one thing in common
Both used mobile devices whilst talking to the sales people to confirm and understand the options
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out of home
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UK outdoor advertising revenue
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Revenue in £ million
Source: Outdoor Media Centre

UK digital Qtr1 2011 by environment
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Revenue in £ million
Source: Outdoor Media Centre

retail changes between 2007 and 2010
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Source: Popai UK Digital Signage Survey 2011

Advertising on place based media UK
The main outdoor sales companies own transport and roadside and have footprints in malls
Digicom own a large percentage of the remainder
UK advertising market for retail and leisure between £22-£30m in 2011
In 2010 there were 46,000 stores with screens
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mobile
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What is the size of the mobile market?
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billions of handsets

mobile users > desktop users within 5 years
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Source: Internet Trends Mary Meeker (04/12/2010) - Morgan Stanley

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Source: Comscore - The 2010 Mobile Year in Review

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Source: Comscore - The 2010 Mobile Year in Review

mobile vs other advertising media
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Source: Chetan Sharma - The Promise of Mobile Advertising

UK digital outdoor/mobile ad growth 2002-2010
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Source: Outdoor Media Centre / IAB/PwC Mobile adspend

UK digital outdoor/mobile ad growth 2002-2010
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Mobile advertising spend will overtake digital out of home and is set to dominate location based advertising and information
Source: Outdoor Media Centre / IAB/PwC Mobile adspend / Akeman Solutions Prediction

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Source: The Mobile Movement: Understanding Smartphone Users

Source: The Mobile Movement: Understanding Smartphone Users

compelling media proposition
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compelling media proposition
Make it easy to plan and buy
Provide an unique, difficult to find audience that is well measured
Sales of individual product in-store, on-line and on-phone
Interest in product
Overall transactions at till
Video analytics
Develop an engaging proposition
Research the impact of the proposition
Ensure that it can be delivered
Make it affordable against the rest of the market
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place based media
Strengths
Brand building
Context
Location
Changeability
Timeliness
Impact
Interaction
Accountability
Weaknesses
Fresh content
Install cost
Running cost
Positioning
Management
Relevance
Commercial model
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place based media opportunities
Direct connection with the consumer
Influence smartphone use in-store
Unique in-store offers
Quick Response codes to drive sales
Augmented reality feedback and interaction
Feedback for in-store campaigns
Reflect online social media in public
Provide unique display impact benefits
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place based media threats
Mobile becomes the screen of choice in-store
Retailer spend is diverted to mobile initiatives
Retailer mindset is diverted
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complimentary medicine
Start initiatives that join mobile and placed based media at the hip
Integrate social media into your solutions
Work closely with clients and their agencies to understand their perspective and deliver significantly better experiences for their customers
Focus on the benefits of larger displays
Scale
Impact
Sharing
Fame
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the round table
There are now many areas of expertise required to deliver an exceptional in-store experience
Combine to produce a team that links complimentary skills across all areas
Allow all to contribute
Act as the real and virtual hub for this process
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Summary
Mobile will change the Place Based Media market for the better
Digital Screen Media cannot be replaced by mobile but its role will change
Digital Screen Media and Mobile will work together to provide better customer experience and engagement across all environments
Collaboration between Client, Agency, Specialist, Sales House, Network and Estate owner will improve the offering across networks
Managing this collaboration is an essential part of the next stage in Place Based Media growth
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a fresh approach to agency management solutions and consultancy
18/05/2011
31
020 8123 8488
www.akemansolutions.com

mobile and digital signage combine to provide a compelling media proposition

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