Outdoor Ad: the Future is Interactive
Asia Outdoor Advertising 2007
Singapore October 24th, 2007
Nicolas Loeillot
MD, LM3LABS
www.lm3labs.com

Your Speaker and LM3LABS
- Bridging Technology innovations to Business
- Young & Rubicam (USA), Publicitas (CH),...
- Nortel Networks, Gartner, Accenture,...
- Interactive TV
- LM3LABS: interactive Offline advertising
- Japan, France
- Singapore: Mosaic Solutions
- At the heart of 3 SOOA2007 Awards
Best of Show: CK (Ubiq'window)
Most Innovative Idea: CK/IN2 (Ubiq'window)
Best Mobile Phone Campaign: O2 (Catchyoo)
www.lm3labs.com

Web 2.0
internet made by people,
for the people
www.lm3labs.com

Advertising 2.0!
Ads made by (more) people, for the
(good of) people
www.lm3labs.com

Internet looks by the window down to the street
Outdoor Advertising
Internet World
- Digital !!
- interconnection
- LED!
- broadband for nothing
- Plasma... ?
- web speed
- fast content creation
- social
- web 2.0
- mobile
- pervasive
What about... interactivity?
- ubiquity
- virtual worlds
- profiling
- personalization
- tracking
- 1-click purchase
- user interface
- Really simple syndication
www.lm3labs.com localization
-
- Intelligent agents
- messaging

Outdoor Advertising interactivity: moving from 1.0 to 2.0
www.lm3labs.com

Floor interactivity 2.0
1.0 2.0
Reactrix
Gesturetek
...
Too expensive
Too rigid Professional
Not versatile enough Fast content creation
Too exclusive Versatile
“for the mass”
ROI in weeks
Networked
www.lm3labs.com

But what is interactivity?
www.lm3labs.com

Outdoor Advertising 2.0
Remote
Digital Interactive Versatile Fast change Statistics
Management
Yes Yes Yes minutes Yes worldwide
Catchyoo
Plasma screen Yes No Yes minutes No Yes
Billboard No No No days No No
TV ad Yes No Yes Days/Hours No No
Video game ad Yes Yes/No Yes Days/Hours Yes/No Yes/No
Web ad Yes Yes Yes/No minutes Yes Yes
Phone ad Yes Yes/No No minutes Yes national
Newspaper No No No days No No
it is time for internet age !
www.lm3labs.com

Engage people
5 mn
Average exposure time by media
300
280
260
240
220
200
180
160
140
120
100
80
30 sec
60
2 sec
40
20
0
Mobile phone ad
Billboard
Web site ad
Radio spot
TV Spot
Catchyoo
www.lm3labs.com

What is your “catch” today?
- Customers must require for web-grade analytics
- Web standards are becoming advertising standards
- “TV guess” is not acceptable
- Only interaction can provide accurate analytics
www.lm3labs.com

Kill Outdoor Ad Production and Operation Costs
- Create Interactive campaigns in minutes
- Broadcast in one click
- Control and Report
www.lm3labs.com

New supports are possible
- Shop windows
- Public places tables...
- ... Bowling !!
- and more
www.lm3labs.com

Help people! They will remember
The Nike example:
“We want to stop distracting people, we want to provide
them a service”
- Interactive show window
- Interactive city guides
- Weather, Health....
- e-commerce/ad are
blurring
www.lm3labs.com

The Secret Trick: Bridging Outdoor and Online
The Chanel Example:
- Step 1: DEPLOY and SHOOT in 5 majors city in a month: Paris, London,
Tokyo, New York, Hong Kong
- A complete new web site in real time: http://www.mademoiselle-chanel.com
- Buzz campaign with
50 TOP BLOGGERS
www.lm3labs.com

Example 2: XBox OOH Campaign in Japan
Client: Microsoft XBox
- Set up in complete new location in Shibuya: interactive, huge, connected
- 1 day event: weeks on the web.
www.lm3labs.com

“By-pass !! Reach Anywhere !! Create a new Order !!”
“Who wants to advertise in Shibuya or Time Square for
S$ 5.000 / month ?”
Parco by-passes all Shibuya ad establishment
Place owners embrace
interactivity to get back the
control on their real estate ad
value.
www.lm3labs.com

New Alternative Ad Agencies are here
- They break the rules: FASTER ROTATION, LOWER BUDGETS, in NEW PLACES
- They give the power to “people”: place owners, communities,...
- They adapt to NEW BILLBOARD REGULATIONS
- Open Outdoor advertising media to SMALLER CUSTOMERS
- They FEDERATE !
www.lm3labs.com

Our 10 Recommendations
- Digital has limited justification, Interactivity has
- Kill your costs with digital
- Justify with web-grade analytics
- Cross media, bridge offline to online
- Prepare for fighting a new kind of competition
- Adapt to people new mindset to media
- Be useful
- There is always a v2.0...
- The market is a Far West in 2007: professionalism will be the filter
- Take position, make mistakes and try again...
www.lm3labs.com

See you on SMRT Media booth!
nicolas@lm3labs.com
www.lm3labs.com
www.lm3labs.com