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Screen Expo May 2010
maximising the appeal of DOOH to advertisers and media buyers
James Davies:   Hyperspace Director, Po...
agenda
introduction
communications agency roles
the global marketplace
Prism Screen
the importance of data
consumer behavi...
the Posterscope network
Taiwan
India
Philippines
Singapore
South Africa
Europe
USA
China
Malaysia
630people
48 offices
20 ...
an important medium
424m impacts in UK*
2,500,000 screens globally*
 24% revenue growth in UK
 61% growth forecast in USA
...
increasing share of OOH revenue
simplicity & consistency
simplifying planning
Posterscope investment
dedicated experts
training
insight
research
marketing platforms
planning & buying tools
client ...
the importance of data
consumer behaviour
audience profiling
attitudes to screens
proposal optimisation
audience measureme...
consumer behaviour
average dwell time 18 mins
57% of people entering London using overground rail do not transfer onto the...
consumer behaviour
Source: Digicom
consumer behaviour
Source: Digicom
Consumer attitudes and effectiveness
“37% agree that they notice ads on digital screens”
“31% agree being on digital makes...
audience profiling
“I am very ambitious”
“52% male”
“take risks in business to be successful”
“earn £40k+”
“I like other p...
audience profiling
Source: JC Decaux
network distribution
optimising frequency
source: Avanti Screenmedia
optimising spot length
average time spent watching screen: 46 secs
but…
people who only glance for 1-2 seconds : 44%
calculating campaign audiences
gross audience
how manypeople might see a screen (throughput)
# that actually pass a screen...
cost per campaign 		
cost per thousand impacts 
cost per thousand impacts against specific audiences
cost per venue
cost p...
effectiveness research
64% said they would be more likely to watch the show as a result of seeing the digital advertising
...
generating talkability
for the Guinness hands campaignbar screensgenerated 44%more talkabilitythantv
source: 2007 Postersc...
compliance & marketing	
compliance & communicating issues
marketing
mpeg of copy
in situ photos
in situ video
unhelpful marketing
unhelpful marketing
unhelpful marketing
unhelpful marketing
unhelpful marketing
unhelpful marketing
eyeconic
unhelpful marketing
unhelpful marketing
exemplary marketing
exemplary marketing
exemplary marketing
exemplary marketing
exemplary marketing
exemplary marketing
exemplary marketing
exemplary marketing
exemplary marketing
Screengallery
electric-avenue
creative optimisation guide
identifying target advertisers
understand your competition (build it & they will come ?)
matching your audience
local ...
the importance of flexibility
short lead times
booked 1 day prior
short lead times
thermal activation
short lead times
booked on day of transmission
flexible durations / dayparts
1 day only 4pm – 9pm
ultimate flexibility
what happens next ?
more streaming data & social integration
what happens next ?
apps & screens
data driven campaign optimisation based on:
new inputs e.g. oyster cards, loyalty data, stock levels
new Postar (flighting...
what happens next ?
content
better media owner content strategies
increased evidence  & understanding of the role for ...
Summary 
We’ve talked about :
the importance of data
consumer behaviour, profiles & attitudes
proposal optimisation
au...
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Maximising the appeal of DOOH to advertisers and media buyers

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Transcript of "Maximising the appeal of DOOH to advertisers and media buyers"

  1. 1. Screen Expo May 2010 maximising the appeal of DOOH to advertisers and media buyers James Davies: Hyperspace Director, Posterscope UK & Chief Strategy Officer, Posterscope USA Adam Cherry: Digital Development Manager, Posterscope Worldwide Chris Heap: Managing Director, Imperative Group
  2. 2. agenda introduction communications agency roles the global marketplace Prism Screen the importance of data consumer behaviour, profiles & attitudes proposal optimisation audience measurement & pricing demonstrating effectiveness compliance marketing identifying target advertisers the importance of flexibility what happens next Q&A
  3. 3. the Posterscope network Taiwan India Philippines Singapore South Africa Europe USA China Malaysia 630people 48 offices 20 countries leading the world from centres of excellence
  4. 4. an important medium 424m impacts in UK* 2,500,000 screens globally* 24% revenue growth in UK 61% growth forecast in USA 22% share in China 300 top brands last year the future of ooh *Source: Prism Screen
  5. 5. increasing share of OOH revenue
  6. 6. simplicity & consistency
  7. 7. simplifying planning
  8. 8. Posterscope investment dedicated experts training insight research marketing platforms planning & buying tools client / agency seminars
  9. 9. the importance of data consumer behaviour audience profiling attitudes to screens proposal optimisation audience measurement screen consumption slicing the data pricing analysis
  10. 10. consumer behaviour average dwell time 18 mins 57% of people entering London using overground rail do not transfer onto the tube 20% of those at termini stations are not there to travel Source: JC Decaux
  11. 11. consumer behaviour Source: Digicom
  12. 12. consumer behaviour Source: Digicom
  13. 13. Consumer attitudes and effectiveness “37% agree that they notice ads on digital screens” “31% agree being on digital makes a brand more innovative” Index 138 “23% tell others about ads they’ve seen on digital screens” “27% think about their finances on the way to work” Index 160 “36% think about what to watch on TV on their commute home” Index 125 “31% agree advertising on a digital screen creates the impression of a quality brand” Index 122 “37% agree that adverts in train stations influence my opinion on a brand” “31% agree being on digital makes a brand more memorable” Index 129 Source: Posterscope OCS study, ABC1 Adults, & frequent rail users
  14. 14. audience profiling “I am very ambitious” “52% male” “take risks in business to be successful” “earn £40k+” “I like other people to approve of the brands I buy” “I consider myself an expert when it comes to new technology” “hard juggling responsibilities of work, family and friends” Source: Posterscope OCS study, ABC1 Adults & frequent rail users
  15. 15. audience profiling Source: JC Decaux
  16. 16. network distribution
  17. 17. optimising frequency source: Avanti Screenmedia
  18. 18. optimising spot length average time spent watching screen: 46 secs but… people who only glance for 1-2 seconds : 44%
  19. 19. calculating campaign audiences gross audience how manypeople might see a screen (throughput) # that actually pass a screen # that look at a screen how many screens will they pass/see probability of my ad being on display how long people view for net impacts (impressions) cover/reach & frequency (estimate it if necessary) example considerations
  20. 20. cost per campaign cost per thousand impacts cost per thousand impacts against specific audiences cost per venue cost per % of cover Relative figures for other media / OOH formats expressing cost
  21. 21. effectiveness research 64% said they would be more likely to watch the show as a result of seeing the digital advertising source: 2008 Posterscope research
  22. 22. generating talkability for the Guinness hands campaignbar screensgenerated 44%more talkabilitythantv source: 2007 Posterscope research
  23. 23. compliance & marketing compliance & communicating issues marketing mpeg of copy in situ photos in situ video
  24. 24. unhelpful marketing
  25. 25. unhelpful marketing
  26. 26. unhelpful marketing
  27. 27. unhelpful marketing
  28. 28. unhelpful marketing
  29. 29. unhelpful marketing eyeconic
  30. 30. unhelpful marketing
  31. 31. unhelpful marketing
  32. 32. exemplary marketing
  33. 33. exemplary marketing
  34. 34. exemplary marketing
  35. 35. exemplary marketing
  36. 36. exemplary marketing
  37. 37. exemplary marketing
  38. 38. exemplary marketing
  39. 39. exemplary marketing
  40. 40. exemplary marketing
  41. 41. Screengallery
  42. 42. electric-avenue
  43. 43. creative optimisation guide
  44. 44. identifying target advertisers understand your competition (build it & they will come ?) matching your audience local versus national trade marketing ? light OOH users (offer flexibility etc)
  45. 45. the importance of flexibility
  46. 46. short lead times booked 1 day prior
  47. 47. short lead times thermal activation
  48. 48. short lead times booked on day of transmission
  49. 49. flexible durations / dayparts 1 day only 4pm – 9pm
  50. 50. ultimate flexibility
  51. 51. what happens next ? more streaming data & social integration
  52. 52. what happens next ? apps & screens
  53. 53. data driven campaign optimisation based on: new inputs e.g. oyster cards, loyalty data, stock levels new Postar (flighting & dayparts) outcomes e.g. search data, sales, web traffic real-time optimisation of creative, locations, days, dayparts etc what happens next ? optimisation
  54. 54. what happens next ? content better media owner content strategies increased evidence & understanding of the role for branded content ooh made the brand proposition lessconfusing for 52% of consumers
  55. 55. Summary We’ve talked about : the importance of data consumer behaviour, profiles & attitudes proposal optimisation audience measurement & pricing demonstrating effectiveness compliance marketing identifying target advertisers the importance of flexibility what happens next Q&A interactivity ? content ? what else ?
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