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Convergent OOH - Don't miss the opportunity

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New York Adclub Dec 2012 OOH event presentation : Redefining OOH, new roles for the medium & behavioral changes required across the industry.

New York Adclub Dec 2012 OOH event presentation : Redefining OOH, new roles for the medium & behavioral changes required across the industry.

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  • 1. DON’T MISS ITJames Davies@hyper_ james
  • 2. AgendaWhat is convergence?Re-defining OOHNew rolesMaking it work
  • 3. TV Website Poster Cinema Gaming consoleCredit : Posterscope UK / PHD
  • 4. Interactive, Exhibition connected, stand digitally social experienceCredit : Posterscope UK / Profero
  • 5. Computer Radio TVPhone Gaming console Debit card Travel card
  • 6. Drivers of OOH Convergence Connectivity Sophisticated Digitized & Consumer Devices Networked OOH Adoption 36% of 3G/4G 55% of mobile 1m+ screens in Smartphone 64% of subscribers USA users made subscriptions mobile payment Informa / KBCA Informa Posterscope Prism Screen Nielsen
  • 7. Impact on ConsumersContent CommerceThe content What they buythey consume and how theyand how they buy itconsume it Mobility Social What they do and How they connect, how they do it in interact and share different places
  • 8. Redefining Out-of-Home
  • 9. Redefining Out-of-Home Ads Posters Networked Video Screens / Cinema People & Places
  • 10. Redefining Out-of-Home Infrastructure Ads Posters Public Networked spaces Video Screens / Cinema Mobile etc People Owned OOH & Places (e.g. delivery vehicles, buildings) Laptops Retail media & Tablets assets
  • 11. Redefining Out-of-HomeThe OOH Ecosystem Infrastructure Ads Platforms Posters Public Networked spaces Video Screens / Content Cinema Services Mobile etc People Owned OOH & Places (e.g. delivery vehicles, buildings) Commerce & Coupons Laptops Technology Retail media & Tablets assets Apps & Physical Games Experiences Data
  • 12. Redefining Out-of-HomeThe OOH Ecosystem Ads Google Platforms Posters Public Networked spaces Facebook Content Video Screens / Cinema Services Mobile etc People Owned OOH & Places (e.g. delivery vehicles, buildings) Commerce Amazon & Coupons Laptops Technology Retail media & Tablets assets Apps & Physical Games Experiences Apple Data
  • 13. Gateways toContent &Commerce
  • 14. Near Field Communications For video search ‘Posterscope NFC’ on Youtube
  • 15. Base : 1000 people who have used smartphone to interact with the real worldPosterscope / Clear Channel Study – UK & USA
  • 16. NFC Future Adoption
  • 17. Adoption 2012 2013 92 102m 134 285m handsets shipments handsets shipmentsSources : ABI Research, NFC world
  • 18. Credit : Posterscope USA / Vizeum20
  • 19. Credit : Posterscope UK / Mindshare
  • 20. Connecting to ContentCredit : PHD, Posterscope UK
  • 21. Credit : BlueBite / tappin.com
  • 22. Rock the Vote NFC12/7/12Credit : BlueBite
  • 23. Rock the Vote NFC NFC vs QR March Sept Oct Source : Blue Bite12/7/12
  • 24. Public Utility
  • 25. 1 month, 20 bus shelters20,000 interactions100,000+ reviews readUtility triples interactions Credit : Posterscope UK / PHD
  • 26. InfluencingDigitalBehavior
  • 27. Mobile Behaviors: Search 18-34s search on mobile daily or most days when…. Traveling in car / bus /etc On the street In café / coffee shop 26% 23% 9.5%Source : Posterscope USA OOH Consumer Study
  • 28. Mobile Behaviors: App Usage 19% of 18-34s download free apps when OOH at least once per weekSource : Posterscope USA OOH Consumer Study
  • 29. Mobile Behaviors: Shopping 26% of 18-34s shop daily or most days on mobileSource : Posterscope USA OOH Consumer Study
  • 30. Mobile Behaviors: ShoppingAny mobile shoppers 100.0 20.0 Mobile shopping 90.0 18.0 OOH LiveTV 80.0 16.0 Average media reach 70.0 14.0 % Mobile shopping 60.0 12.0 50.0 10.0 40.0 8.0 30.0 6.0 AM/FM Radio 20.0 4.0 10.0 2.0 0.0 0.0 6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P Time of day Media Behavior Institute - USA TouchPoints 2012
  • 31. Internet use at work 1/3 of time spent online at work is non-work-related.Source : Connections USA
  • 32. Driving Website Traffic +30%Credit: Posterscope USA
  • 33. Driving Website Traffic 3 malls, 4 weeks Web traffic + 329% 72,000 OOH interactionsCredit: Posterscope USA
  • 34. Driving Social Media 500,000 impressions on Facebook pageCredit: Posterscope USA / Carat
  • 35. Driving Search OOH lead medium OOH campaign Searches for Absolut MiamiCredit: Google Insights- ABSOLUT MIAMI
  • 36. Driving Search Mobile 100% of media budget Google searches for “voice search” in London more than doubled versus the rest of the country – the biggest proportion coming from smart phonesCredit: OMG / Posterscope UK
  • 37. Integrated MOOH Planning Mobile Influencing Influencing Behavior Planning Out-of-Home
  • 38. Real-timeOOH
  • 39. Real-time Scheduling Data BuyingInformation Media optimization Content Creative optimization DOOH content
  • 40. Audi Driver Frustration IndexCredit: SENSEable City Lab at MIT
  • 41. Credit: Chrysalis/ MPG43
  • 42. Credit: Posterscope USA
  • 43. 12/7/12Credit: JCDecaux UK / Brothers & Sisters
  • 44. Positive Energy
  • 45. Credit: Lamar
  • 46. Credit: OMDUK, Posterscope UK, Liveposter update Over 1300 creative versions 12/7/12
  • 47. Credit: TBWA Paris BrusselsLyon
  • 48. Burn It 21,000 new fans Equivalent to 0.2% of population of BelgiumCredit: Posterscope Belgium, TBWA/Agency.com
  • 49. Move It 50,000 downloads in an hour 16m people through earned mediaCredit: Ogilvy & Mather
  • 50. Splat ItCredit: Saatchi & Saatchi
  • 51. MakingitWork
  • 52. Make convergence‘what you do’
  • 53. Be responsible forcreative & content
  • 54. Measure more &measure differently
  • 55. Get serious about data, systems & automation
  • 56. Be Open
  • 57. Collaborate More
  • 58. Be responsibleCollaborate Be open for creative more & content Get serious Make Measure more about data,convergence & measure systems &‘what you do’ differently automation
  • 59. Ads Platforms Posters PublicMedia, content, technology, experiences Content spaces Networked Video Screens Services People & Bought, owned, earned Mobile etc & Places places People Owned OOH (e.g. delivery vehicles, buildings) Interconnected, interdependent Commerce & Coupons Laptops Technology Retail media & Tablets assets Apps & Physical Games Experiences Data @hyper_ james @posterscope www.PioneeringOOH.com