Call To Action: Bridging the Gap Between Mobile & OOH

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As we see the number of connected devices and technologies continue to increase, the phenomena of the once spectatorial culture is now rapidly evolving into a participatory culture. Key drivers such as mobile, social and digital OOH have created a constantly connected consumer who has high expectations and more control over what he/she is willing to listen to, take away
and act upon. This has forced a collaboration of OOH with mobile, creating a new communication ecosystem that is revolutionizing how we interact with media while out of home.

Here we discuss how mobile technologies such as QR, SMS, AR, Bluetooth and NFC are changing the OOH advertising landscape, allowing brands to engage with consumers on a platform that never leaves their side.

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  • So, OOH continues to be all of those things. However the medium is evolving further as we see convergence across all media which means we need to redefine what we mean by OOH and use some new language to reflect the capabilities and effect of OOH. But what does convergence in media really mean? In a simple form its about the fact that due to technology different media channels increasingly share the same characteristics. So we can watch TV on our phone or connect online through a Smart TV.So how has this affected OOH? OOH advertising was primarily an awareness driver in the form of posters. Digital screens has allowed us to view video, website or become a storefront to increase consideration. We have then seen interactivity being overlaid to create an active consumer experience where they can search, play or even buy through the use of touch screens and other engaging interfaces. Finally digital screens can be linked up to other media and allow users to share, contribute through social media and even champion your brand in a proactive way. But what has driven this evolution?
  • Call To Action: Bridging the Gap Between Mobile & OOH

    1. 16/09/2013 Call ToAction In OOH Mobile
    2. Contents Introduction Mobile Call To Action in OOH I. NFC II. QR Codes III. Bluetooth IV. SMS V. Augmented Reality Capabilities Comparison Using RFID Within OOH Executions Case Studies
    3. CONNECTED DEVICES = CONNECTED CONSUMER
    4. Evolution of OOH Advertising Poster Video Audio Online Game Console Storefront Social Commentary Search Play Buy Redeem Share Contribute Participate Champion Connecting people through their daily journeys AWARE CONSIDER ACTIVE PROACTIVE
    5. Mobile Call ToAction in OOH
    6. NFC Near Field Communication (NFC) is a Radio-frequency Identification (RFID) technology that evokes interaction between a mobile device and a smart tag with one simple touch. The hyper-local NFC interaction allows consumers to download content and mobile apps, receive offers and launch a website. The technology is best known for its ability to send contactless transactions, allowing users to purchase an item through a linked bank account or other payment system such as PayPal. Pros • Opt in is simple – just one touch • Full tracking and accountability by location • Versatile- ideally suited to the broadest range of industries, environments, and uses • Always on – no external app needed Cons • Currently has low penetration and awareness • Short range – only works within 1-3 inches – has to be on proximity media rather than billboard • Outside materials (metals, carbon, etc.) can interfere with the performance of NFC tags Source: Frost and Sullivan, Berg Insight 53% of new handsets will be NFC compatible by 2015 Shipments will grow from 40m in 2011 to 700m in 2016
    7. QR Quick Response (QR) codes bridge offline with online through use of a mobile reader app that scans a 2D barcode and redirects a user to a URL for content download, utility or purchase. Smartphone owners can scan a QR code on an advertisement activating a link that automatically redirects to a web location. Trackable links can be encoded in the QR allowing the brand to know how many people interacted with the advertisement and the potential reach. Pros • QR generators are free- ware • Inexpensive to create • Activity and use is trackable • Wide penetration (75% of phones are compatible) Cons • Works on dwell time media only • Requires a QR reader app • Challenge to stand alone with out incentives • Often misused within adverts for poor consumer experiences By 2014 70% of US phones will ship with a QR code reader as a pre- installed app Source: Mercator Advisory Group
    8. Bluetooth Bluetooth is a form of wireless technology built into a mobile device that uses radio. waves to send and receive information from other similarly enabled devices. People with Bluetooth are prompted by advertisements through an opt in message such as, “Would you like to receive information from this site?” If “YES” is selected content is then delivered directly into the palm of their hand. Pros • Wide transmitting range (up to 200 ft) beyond the physical trigger point • 100% opt in engagement • Even the most basic phones are Bluetooth enabled • No need for mobile signal or Wi-Fi connection Cons • Intrusive • Limited scalability as every unit has to have a Bluetooth transmitter attached to the poster • Requires consumers to have Bluetooth function switched on to receive content • Drains device battery By end of 2013 97% of US mobiles will be Bluetooth enabled Source: Gartner
    9. SMS Cons • Content needs to be simple for multi device compatibility • There is a cost to consumer (text message cost and data charges for download) • Limited engagement Of 4BN mobile phones, 86% of users said they receive/send at least 1 text message per week 95% of all mobile users have been connected to brands that are using SMS marketing to reach their customers. Text messaging is synonymous with mobile today as 80% of US mobile phoneusers claim to regularly receive/send text messages, making it the highest adoption rate of any call to action technology (Source: Pew Internet). In the context of OOH a person can text a short code number to interact with a message or receive content from an OOH format. The content sent through SMS could then be stored and viewed post experience, traveling with the user, and creating longevity for a medium traditionally associated with pass- by impressions. This opt-in function allows advertisers to retarget users that decide to receive content, helping them identify an interested audience. Pros • Widespread awareness • No need for external app download • Content can be reviewed post experience and travels with the consumer • Low educational curve Source: Anchor Mobile
    10. Augmented Reality Cons • Requires App download • Works with static media only • File sizes can be large and slow down the viewing experience • Depending on execution can be expensive In the next 3-5 years global revenues in AR will reach $1.5BN by 2015, with 1.4BN downloads projected Pros • Enhanced consumer experience and engagement through entertainment or utility • Ability to execute innovative ideas • Content can be taken away from the physical site • Scalable across multi format in multiple locations Augmented reality (AR) is a live, direct or indirect view of a physical environment whose elements are amplified by computer-generated sensory input such as sound, video, graphics or GPS data. The consumer launches an AR app and focuses the device‟s camera on some form of OOH media to receive digital content on top of the real world through visual recognition. This technology is mostly used in association with direct response, PR initiatives, virtual hijacks and digital graffiti, and can be targeted specifically with customer-brand interactions that allow brands to turn any piece of physical advertising into an interactive and engaging experience. Source: Juniper Research
    11. Capabilities Comparison
    12. Proactively push content to phones ✔ Compatible with smartphones ✔ ✔ ✔ ✔ ✔ Compatible with non-smartphones ✔ ✔ ✔ Always free to consumers ✔ ✔ ✔ No need for external download ✔ ✔ ✔ Always wireless carrier-free interaction ✔ Ability to micro-target location ✔ ✔ ✔ ✔ Continued mobile interaction outside of venue/original contact ✔ ✔ Scalability across multi market/format ✔ ✔ ✔ Current consumer adoption/market penetration Capabilities Comparison NFC QR Bluetooth SMS ARFeature
    13. Format Capabilities Comparison NFC QR Bluetooth SMS AR Airports ✔ ✔ ✔ ✔ ✔ Bar/ Club ✔ ✔ ✔ ✔ ✔ Billboards (Roadside) ✔ Cinema Lobby ✔ ✔ ✔ ✔ ✔ Digital Billboard (Times Square) ✔ ✔ ✔ Gas Stations ✔ ✔ ✔ ✔ Gym, Health Club ✔ ✔ ✔ ✔ ✔ Shopping Malls ✔ ✔ ✔ ✔ ✔ Subway/Rail (not including stations that are Wi-Fi enabled) ✔ ✔ Taxi Screen ✔ ✔ ✔ ✔ Transit Shelter ✔ ✔ ✔ ✔ ✔ Feature
    14. Case Studies
    15. “We Will FindYou” Kit Kat Overview: With the launch of Nestlé‟s „We Will Find You‟ campaign, where £10,000 can be won with special bars with GPS locators inside the packaging, transit shelters were placed across the country with QR codes and NFC tags that would send the user to a site to inform them how many bars were left out there to be found. NFC & QR code
    16. Sound Showers Sony Overview: Sony Mobile invited the public to listen to a specially-mixed music track with perfect clarity in the centre of busy shopping malls, and download it directly to a mobile device. Participants could download the song by swiping a smartphone over the attached NFC/QR code-enabled touch point. The experience reinforced the association of innovative technology with Sony, and demonstrated the potential of NFC-enabled smartphones to the public. NFC & QR code
    17. Beer Coasters Becks Vier Overview: Beck‟s Vier targeted areas that index highly for tech savvy consumers with NFC enabled drinks coasters. The campaign allowed consumers to interact with a Becks Vier coaster or washroom panel using NFC, QR codes or a unique search term in order to be directed to a Becks Vier microsite. NFC & QR code
    18. Holiday Toys Kmart/Sears Overview: To promote their new “Kmart Fab 15 Toy” and the “Sears Toy Shop” Sears/Kmart created the idea of “Holireach the busy consumer in an effort to make their holiday shopping easy and convenient. Placements for the campaign needed to reach consumers throughout the course of their hectic day, offering the consumer a shopping experience on their own time. Large OOH placements were secured in areas where busy consumers day Shopping on Your Time.” Virtual shopping destinations were created in key “dwell-zones” to spend time leading up to the holidays – airports, malls, movies and on the streets. QR codes were embedded into the artwork creating a “virtual shopping” experience in unexpected places. Users could interact with creative on the spot to purchase toys and have them shipped to their homes. QR code
    19. CadillacATS vs. The World Cadillac Overview: To demonstrate the new Cadillac ATS‟ most compelling features, Posterscope replicated the test drive experience for the ATS‟ public launch. In order to truly translate the experience, Posterscope came up with the concept to do a highly creative, photorealistic, interactive 3D Chalk art murals, enhanced by an Augmented Reality experience. Augmented Reality
    20. BelieveAugmented Reality Justin Bieber Overview: Media rich Augmented Reality experiencewhere consumers could use the Bieber album cover to trigger an exclusive video from artist with opportunity to take virtual photos with Justin, win concert tickets, and click-through to download album. Augmented Reality
    21. Interactive Tablet Launch HTC Overview: HTC launched their new tablet with a „trial by OOH‟ through fully interactive OOH executions on street furniture units and interactive units in select cinema lobbies throughout the country The interactive screens replicated the tablet experiences for users and help them to understand the tablet interface. Users could take a picture of themselves and use the touch screen to enhance and draw on their pictures where the end result could be saved and emailed for sharing via social media Augmented Reality
    22. The Great Debate VH1 Overview: VH1 launched, built content and drove awareness for a new show called “The Great Debate” which gave viewers the ability to directly participate in the debates through real-time text messaging. SMS Text
    23. Everyone Connects Telecom Malaysia Overview: Telecom Malaysia were re-launching and wanted to showcase that streaming music and video was easy. They used digital OOH to show consumer generated video and 2 screens were Bluetooth enabled, encouraging consumers to download a specially created music track that accompanied the entire media campaign. Bluetooth

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