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mobile and digital signage combine to provide a compelling media proposition

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Mobile and Digital Out of Home. …

Mobile and Digital Out of Home.

Screen Media Expo 2011 Presentation from Akeman Solutiuons focusing on how mobile will change the nature of digital out of home and how companies can embrace it to bring a complimentary

Published in: Business, News & Politics

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  • Outdoor Jan-March 2011 reached £206.5m, up 1.1% year on year. Digital Outdoor Jan-March 2011 reached £25.1m, up 31% year on year. Digital now 12.1% of all outdoor revenue
  • 50% transport (chiefly subway, rail and airport)28% roadside (typically large format LED billboards and spectaculars)22% retail and leisure sector (including malls, gyms etc)
  • 46,000 stores are now using digital signage compared to 12,500 three years ago. This is expected to rise to 58,000 by the end of 2011111 retail screen networks in the UK (versus 93 in 2007). 131,560 screens in situ (versus 102,582 in 2007, an increase of 28%). 44 Shopping centre networks (versus 12 in 2007) 469 Shopping centre screens in situ (versus 160 in 2007)
  • Mobile adspend during 2008 was worth £28.6m. Spending on mobile internet advertising grew by 99.2% (on a like for like basis) when compared with 2007Mobile adspend during 2009 was worth £37.6million. Spending on mobile internet advertising grew by 32% (on a like for like basis) when compared with 2008.Mobile adspend during 2010 was worth £83million. Spending on mobile internet advertising grew by 116% (on a like for like basis) when compared with 2009.
  • Mobile adspend during 2008 was worth £28.6m. Spending on mobile internet advertising grew by 99.2% (on a like for like basis) when compared with 2007Mobile adspend during 2009 was worth £37.6million. Spending on mobile internet advertising grew by 32% (on a like for like basis) when compared with 2008.Mobile adspend during 2010 was worth £83million. Spending on mobile internet advertising grew by 116% (on a like for like basis) when compared with 2009.
  • Transcript

    • 1. mobile and digital signage combine to provide a compelling media proposition
      18/05/2011
      Private and Confidential - © 2011 Akeman Solutions Ltd
      1
      Tim Butler
      Akeman Solutions Ltd
      18/05/11
      020 8123 8488
      www.akemansolutions.com
    • 2. Akeman Solutions Ltd
      Tim Butler
      Advertising
      Software
      Mobile
      Cloud
      Andy Hogg
      Advertising
      Marketing
      Management consultancy
      Engineering
      18/05/2011
      Private and Confidential - © 2011 Akeman Solutions Ltd
      2
    • 3. a fresh approach to agency management solutions and consultancy
      18/05/2011
      Private and Confidential - © 2011 Akeman Solutions Ltd
      3
    • 4. my first mini
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    • 5. multitude of choice
      Colour
      Model
      Specification
      Option packs
      Individual options
      New or cherished
      cash, HP or finance
      18/05/2011
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      5
    • 6. two buyers
      Four dealers
      Online
      Autotrader
      Which
      Friends
      Facebook
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    • 7. one thing in common
      Both used mobile devices whilst talking to the sales people to confirm and understand the options
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    • 8. out of home
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    • 9. UK outdoor advertising revenue
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      Revenue in £ million
      Source: Outdoor Media Centre
    • 10. UK digital Qtr1 2011 by environment
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      Revenue in £ million
      Source: Outdoor Media Centre
    • 11. retail changes between 2007 and 2010
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      Source: Popai UK Digital Signage Survey 2011
    • 12. 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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    • 13. mobile
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    • 14. What is the size of the mobile market?
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      billions of handsets
    • 15. mobile users > desktop users within 5 years
      18/05/2011
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      Source: Internet Trends Mary Meeker (04/12/2010) - Morgan Stanley
    • 16. 18/05/2011
      Private and Confidential - © 2011 Akeman Solutions Ltd
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      Source: Comscore - The 2010 Mobile Year in Review
    • 17. 18/05/2011
      Private and Confidential - © 2011 Akeman Solutions Ltd
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      Source: Comscore - The 2010 Mobile Year in Review
    • 18. mobile vs other advertising media
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      Source: Chetan Sharma - The Promise of Mobile Advertising
    • 19. UK digital outdoor/mobile ad growth 2002-2010
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      Source: Outdoor Media Centre / IAB/PwC Mobile adspend
    • 20. 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
    • 21. 18/05/2011
      Private and Confidential - © 2011 Akeman Solutions Ltd
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      Source: The Mobile Movement: Understanding Smartphone Users
    • 22. Source: The Mobile Movement: Understanding Smartphone Users
    • 23. compelling media proposition
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    • 24. 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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    • 25. 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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    • 26. 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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    • 27. 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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    • 28. 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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    • 29. 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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    • 30. 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
      18/05/2011
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    • 31. a fresh approach to agency management solutions and consultancy
      18/05/2011
      Private and Confidential - © 2011 Akeman Solutions Ltd
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      Akeman Solutions Ltd
      020 8123 8488
      www.akemansolutions.com

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