Guide to Convergent Out-of-Home

Contents3 Introduction4 Drivers of OOH Convergence6 Impact on the Consumer7 Opportunities Arising8 Video18 Influencing Digital Behaviour45 Gateways to Mobile Content60 Networked OOH80 Engaging Interfaces90 New Planning Data92 Want More? 2

OOH Convergence GuideIntroductionT he world in which we live is being transformed by technology, This convergent world presents an enormous range of opportunities which in turn is changing how people behave, especially for brands to derive even more value from the Out-of-Home medium. when they are out of the home. One unifying theme is that ofconvergence. This guide outlines some of these opportunities and associated case studies. It attempts some segmentation but of course the nature ofYou can now access the internet through your TV, watch TV on your convergence means that areas constantly overlap and blur. It is alsophone, video content can be found on all manner of screens and, of not intended to be exhaustive and you can keep up to date with thecourse, the number and variety of devices that enable web access latest developments at PioneeringOOH.comout-of-home is growing enormously. Meanwhile the definitions of media, content and technology areincreasingly blurring. http://pioneeringooh.com/ 3

IntroductionDrivers of OOH ConvergenceConnectivity Sophisticated Devices Digitisation & Networking of OOH* 3G/4G accounts for 56% of US mobile * 53% of UK mobiles are smartphones. Source: * Ads can be bought on over 2.5 million digital subscriptions (51% in UK). Source: digitalstats. Comscore Q4 2011 OOH screens globally. com/KPCB internet trends * 48% of US mobile owners will have a * 50% are in the US.* More than 150 carriers in 60 countries are smartphone by the end of 2012. Source: currently committed to 4G deployments and emarketer * 35% in Asia. trials. Source: Deloitte * Singapore has 62% smartphone penetration. * 8% in UK.* The auction for 4G networks in the UK will be Source: Google/Ipsos * Almost all major networks are remotely held in late 2012. addressable except for some of those in China.* Worldwide 4G subscribers will top 158 million by 2013. Source: Renub research* BT have over 2.8m Wi-Fi hotspots for UK customers. 4

IntroductionDrivers of OOH Convergence Consumer Adoption The existence or ownership of technology doesn’t necessarily equate to usage and adoption, however… * In September 2011 50.4% of the total US mobile audience used mobile web/apps Source: http://www.comscoredatamine.com/ * 28% of UK smartphone users have made a purchase using mobile internet Source: Google * M-commerce tripled year on year on black Friday in USA Source: IBM * £3.3bn of mobile payments in the UK predicted for 2013 Source: Google * Mobile now accounts for over 10% of all sales on eBay UK and 15% of Ocado grocery shopping orders Source: mobilemarketingmagazine.com * Amazon sold >$1 billion in a year via mobile devices in 2010. eBay expecting $7bn in 2012 Source: KCPB internet trends/eBay * 23% of US consumers are now “very willing” to use their mobile phone as a wallet Source: KPMG * 490 million people forecast to use mobile payments in 2014 Source: mobithinking.com 5

IntroductionImpact on the Consumer Content Commerce The content What they buy they consume and how they and how they buy it consume it Mobility Social What they do and How they how they do it in connect, interact different places and share 6

IntroductionThe Opportunity for OOH Mobile + OOH gaming Real-time optimisation Engaging interfaces Refreshed content Networked OOH Enabling Sharing Influencing digital behaviour App downloads & usage Web trafficDigital control of physical world Convergent Out-of-Home Coupon redemption Online OOH Video Live broadcasts Social media usage Cross-platform video Public utility Search New planning data Re-defining the video screen Personalised content Social media on screens Gateways to mobile content QR codes NFC Data as content Visual search Mobile augmented reality 7

Mobile + OOH gaming Real-time optimisation Engaging interfaces Refreshed content Networked OOH Enabling Sharing Influencing digital behaviour App downloads & usage Web trafficDigital control of physical world Convergent Out-of-Home Coupon redemption Online OOH Video Live broadcasts Social media usage Cross-platform video Public utility Search New planning data Re-defining the video screen Personalised content Social media on screens Gateways to mobile content QR codes NFC Data as content Visual search Mobile augmented reality 8

VideoIntroductionO ne of the most important changes to the OOH media the only OOH agency with a comprehensive proprietary planning landscape in recent times has been the introduction of video- system (Prism Screen) that tackles many of these areas and makes based content to the medium. This led many people to treat the planning of DOOH and cross platform video activity quick andthese new formats as outdoor TV which in most cases is entirely accountable.inappropriate. Having said this there are many digital Out-of-Home(DOOH) formats that can be planned alongside other video based The nature of OOH video content can also be particularly broad.media as long as distinct audience measurement techniques, price For example, projection technology is completely redefining whatbenchmarking, consumer insight, spot length/frequency optimisation constitutes a video screen.and creative optimisation are taken into account. Posterscope is 9

VideoCross Platform Video The proliferation of OOH screens allows brands to extract This is more about reach and targeting rather than innovation greater value from the production of video-based content, and is often overlooked by cross-media planners. In many furthermore brands benefit from reaching light TV viewers countries the audience is huge. A comprehensive campaignwho tend to be heavy consumers of OOH. Planning DOOH alongside delivers 150m impressions (UK), 800m (USA) and 540m (China)TV, Video-on-Demand and the like might involve some creative over a month.adaptation but this is generally cost effective and OOH agencies canhelp with this.Maynards Wine Gums - UK Pernod Ricard, Chivas - ChinaA teaser aired prior to the TV launch in rail/underground stations, motorway Ad premier synchronized across TV & DOOH on 241 screens in 6 majorservice stations, roadside, ATMs and online. cities at 7pm on launch day.Credits: PHD, Posterscope Credits: TBWA Shanghai, Carat China, Heartland-Posterscope 10

VideoCross Platform VideoAmerican Idol - USA FX Channel, Falling Skies - UKHigh impact static elements surrounding a video box on portrait screens. Leveraging content from on-air TV idents across city centre screens.Credits: Fox Broadcasting, Vizeum Credits: Walker Media, Posterscope 11

VideoCross Platform VideoRay Ban Milky BarVideo content of Spain’s Tomatina tomato throwing A mobile app that allowed people to turn themselves into the Milky Bar Kid. Images could befestival across 12 cities used online, TV, and DOOH uploaded to Facebook and participants were then featured within video ads across TV, onlinevideo screens in New York. and digital Out-of-HomeCredits: Vizeum, Posterscope Credits: Posterscope, Mindshare, JWT 12

VideoCross Platform Video http://vimeo.com/18750048YouTubeCustom video selector touch-screen installation within the windows of empty retail units on London’s Carnaby St.Credits: OMD, Posterscope 13

VideoLive Broadcasts Very few DOOH networks offer live video as an ‘off-the- shelf’ product but many can be enabled with some technical modifications. http://bit.ly/IwD4CFFive USAThe UK based TV channel created the first campaign to incorporate a live international video broadcast. A camera placed in Times Square, New York fed avideo-stream to cross-track projection screens on the London Underground.Credits: Vizeum, Brooklyn Brothers, Posterscope, CBS 14

VideoRe-defining the Video Screen The rise of projection technology, often combined with Numerous campaigns have utilised ‘projection mapping’ but specialist content adaptation techniques or sensors is allowing the vast majority of consumers will never have experienced almost any surface to become a video screen. them in real life. Earned media is key to driving value unless locations have enormous or highly relevant audiences. This technique is still very much in vogue but will no doubt be surpassed by one of the other jaw-dropping technologies that are on the market or in development. http://vimeo.com/17283195 http://bit.ly/If0u8QDisney Tron Legacy HyundaiProjection mapping on London’s Southbank. Hyundai Malaysia fixed a life sized 3D car to the projection surfaceCredits: JJP Credits: Innocean Worldwide, EPPN Inc, Idea from Daily Life, Bread 15 Communications

VideoRe-defining the Video Screen http://bit.ly/HFD93j http://bit.ly/HCsBA7 http://bit.ly/I8cqMDFor the launch of the new Toyota Auris Hybrid Jordan sportswear combined building mapping Projection mapping onto a mannequin. Thisthe car itself was used as the projection surface. with an ‘exploding’ water projection. could be used to create a highly engaging window installation within an existing retail outlet, a pop-up shop or empty retail unit window.Credits: Glue Isobar Credits: W+K New York Credits: LCI Productions Ltd 16

VideoRe-defining the Video Screen http://vimeo.com/21707345 http://bit.ly/IMlIw4Peroni UK billboard converted into a 20 seat mini-cinema. Interactive pool table using sensors that allows images and animations to follow the movements of the pool balls as players hit them around the table.Credits: MPG Media Contacts, Posterscope Credits: Obscura Digital 17

Influencing Digital BehaviourIntroductionT he ability to influence the actions that people take on PCs, This section is not just about mobile and portable devices. Influencing laptops, mobiles and other connected devices such as tablets, actions taken on fixed devices at home or work is still important. e-readers, media players, portable gaming consoles and In fact 50% of full time workers in the UK access the internet atinternet enabled TVs is of course a core requirement for any media work every day with OOH being the most prolific offline mediumthese days. encountered beforehand.The case studies throughout this section demonstrate the powerof OOH media in this whole area. And the growth in the relativeimportance of mobile is making OOH an even more crucial part of thecommunications mix.Source: Touchpoints, 2010 19

Influencing Digital BehaviourMobile Internet Usage 1in7queries 55% of Twitter search is on mobile Source: latitude digital marketing traffic is from mobile devices 500million 55 people globally ( % Source: KPCB internet trends of active users) access Facebook via mobile Source: Facebook 20

Influencing Digital BehaviourMobile / Internet Usage OOH65% 89% use on-the-goof smartphone ownersuse them to pass the Where Smartphone Is Usedtime when waiting Home On-the-go 89% 98% Work 74%52% In a store 68% Public Transport 64% Cafe or coffee shop 61%use as a quick source Restaurant 58%of information for an Social gathering 54%immediate answer Airport 47% Doctor’s 26% School 16%Source: GoogleBase: Owners who use the internet in general 21

Influencing Digital BehaviourMobile / Internet Usage OOH44%of UK ‘urbanites’ that use web/ 71%apps on their smartphonesaccess Facebook whentravelling by bus, waiting atbus stops, travelling on trainsor waiting at stationsSource: Metro/Posterscope study http://slidesha.re/JPgeG0 of 16-24 year old UK internet users access51%of US smartphone users it while out and about. Source: ONS / BBCrate commuting as oneof their top 3 ‘non-voice’usage situationsSource: Ericsson Consumer Lab Research 22

c. 7% 1 of mobile apps are OOH related 23

Influencing Digital BehaviourDriving App Downloads & Usage The nature of many apps and the times at which smartphones (& tablets) are used for non-voice activities is making OOH media a common choice to influence app downloads & usage.Google campaign encouraging voice search. Roadside and transport The Telegraph newspaper iPad application. UK rail and undergroundenvironments. stations.Credits: OMD, Posterscope Credits: Carat, Posterscope 24

Influencing Digital BehaviourDriving App Downloads & UsageLamar’s Road Ninja app allows users to search for businesses or points of Live counter of Road Ninja downloads.interest that are specifically located within easy reach of main US highways.1,000 digital and static billboards were the only media used to promote theapp which received over 100,000 downloads during the 4-weekperiod. The app has also consistently been one of the top 10 free travelapps. 25

Influencing Digital BehaviourPrice Comparison & Coupon Services27%of US smartphone owners havechanged their mind about anin-store purchase decision as a 45% of smartphone-owning mothersresult of information gathered on in the US use them for pricetheir smartphone. comparison purpose.21% in the UK. Source: Greystripe / mobiadnews.comSource: Google. Base: owners who use the internet in generalIn 2012 42% use smartphone apps/web in the26.5% grocery store. Source: Greystripe / mobiadnews.comof US smartphone owners willhave used a mobile coupon in thelast year in 2012.Source: emarketer 26

Influencing Digital BehaviourPrice Comparison & Coupon Services OOH media should be considered for brands that benefit from the use of coupon, price comparison and barcode scanning apps/sites. OOH can encourage usage when out shopping and of course the same technique could be employed to discourage usage and try to shorten the path to purchase. 27

Influencing Digital BehaviourDriving Search / Mobile Search Plenty of evidence exists to demonstrate the effectiveness of OOH as a driver of search and the growth of mobile search is making the medium an even more critical component in marketing plans.Search Mobile Search20% 36% of UK adults have searched online in the last week after seeing an OOH ad. Increases to... of smartphone users have34% performed a mobile search after seeing a billboard for heavy mobile (Note: this under represents the medium as it doesn’t 44% account for all other forms of OOH media) internet users (UK)Source: Posterscope OOH Consumer SurveyTV and OOH were foundto be the biggest drivers of have done so aftersearch across a selection ofUK travel, insurance, car and seeing somethingmobile campaignsSource: Outdoor Media Centre in-store Source: Google Mobile Movement 28

Influencing Digital BehaviourDriving Search / Mobile SearchSome key categories for which OOH should be considered to increase searchesOOH driven searches (USA) Smartphone searchers look for a wide variety of information Types of Info Sought Using Search Engine (via Smartphone) General search 70% Product search 58% Restaurants or pubs/bars 36% Travel information 29% or holidays Job offers 17% Flat or housing 14% Source: Google/IbsosSource: Posterscope OOH Consumer Survey 29

Influencing Digital BehaviourDriving Search / Mobile SearchMarks and Spencer UK Panasonic Lumix, USA, and MINI Roadster, UKPosters were the only medium to feature this product. Search call-to-action featured very prominently in the creative.Credits: Walker Media, Posterscope Credits: MPG, Posterscope 30

Influencing Digital BehaviourDriving Search / Mobile Search Searches for ‘We Are London’Adidas‘We are London’ campaign with OOH accounting for 98% of media budgetCredits: Carat, Posterscope 31

Influencing Digital BehaviourDriving Web TrafficMooncup - UK United Nations Foundation - USAJust 200 London Underground posters for 4 weeks generated 250,000 Digital OOH in universities, taxis, rail stations, airports and malls, roadside,visits to loveyourvagina.com promoting the ‘Mooncup’ product city centres and more. 30% uplift in web traffic during the campaign with no other media support.Credits: Good Stuff, Posterscope Credits: Posterscope 32

Influencing Digital BehaviourDriving Wi-Fi Web Traffic As well as 3G/4G, the proliferation of Wi-Fi hotspots makes it even easier to drive people online immediately as a result of seeing an OOH ad. Location-based ads and apps can be placed on hotspot home pages and surfing can be ad-funded which also allows data capture. OOH creative that directs people to a hotspot in the same location can be an alternative to other types of ‘interactive posters’that link to rich content.Credit Suisse sponsorship of free Wi-Fi at London City Airport with screens and static OOH formats driving traffic. During the campaign there was a224% increase in Wi-Fi usage vs same time last year.Credits: MPG Media Contacts, McCann Erickson UK, PSI 33

Influencing Digital BehaviourDriving Wi-Fi Web TrafficAds and location-based service apps on Bing offered a session of complimentary Wi- Virgin America posters with embedded freeWi-Fi hotspot home pages Fi access in exchange for a search on Bing. Wi-Fi hotspots Campaign ran in Wi-Fi hotspots in airports and hotels.Credits: jiwire Credits: Universal McCann, JiWire Credits: Eleven, Posterscope 34

Influencing Digital BehaviourDriving Social Media There are numerous ways of using OOH to influence behaviour within social media. Approaches include using the very public nature of OOH as a reward for online participation, creating real world experiences that people want to share, using location-based check-ins, or creating online experiences whereby people can directly affect events in the real-world. http://bit.ly/HzyEF7Wispa Gold NiveaConsumers could upload their own poster design to the web and choose a Nivea Kissing Booth in Times Square, New York from which consumerpreferred location for this to be displayed in the real-world. Almost 1,000 photos were uploaded to Facebook and three nearby giant digital screens.winning designs were posted and one was even hand painted by iconic artist Thousands of people took part during the four-week period and theRolf Harris. OOH was the lead medium in this campaign. Facebook page amassed nearly 500,000 impressions.* 500,000 joined Facebook group during campaign* 100 PR Pieces worth £400k* #1 confectionary launch of the year* £8 in value sales for every £1 spentCredits: PHD, Posterscope Credits: Carat, Posterscope 35

Influencing Digital BehaviourDriving Social Media http://bit.ly/ICBDAm http://bit.ly/HFwXtCGM Vauxhall and Becks ran Facebook competitions inviting people to submit car-inspired graffiti and bottle label designs respectively. The winners sawtheir work hand-painted onto London billboards and mural sites.The Vauxhall Facebook competition received almost 10,000 entries and over 75,000 page views.Credits: Carat, Posterscope Credits: Vizeum, Posterscope 36

Influencing Digital BehaviourDriving Social MediaCorona Light capitalised on people’s desire for fame by rewarding those UK telephone directory enquiries service, The Number 118118, gavewho chose to ‘like’ the brand on Facebook with the opportunity to have their people the opportunity to win free taxi rides in customised Christmas cabsphoto uploaded to a screen in Times Square, New York. Images from Times by dropping a pin on their desired pickup point using a Facebook app.Square were also used on the Corona’s Facebook page and in participantsfeeds.Likes increased by 6,000% during the campaign to almost 200,000Credits: Initiative Credits: Zenith, Meridian, Brooklyn Brothers, Diffusion 37

Networked OOHDriving Social MediaSkiers were photographed on the custom-created Nissan ski run and could then view and share using the digital interactive tables in local bars.* 4 resorts* 1 million photos - the largest account on Flickr at the time* 800,000 viewsCredits: MGOMD, Posterscope, PSI 38

Influencing Digital BehaviourDriving Social Media http://bit.ly/HERUqPCoca-Cola and Renault have both developed event-based activity that allows people to like Facebook pages by touching RFID cards/wristbands onposters. Each RFID tag is registered to an individual’s Facebook profile. The same mechanic is also possible with NFC-enabled phones.Credits: Renault Nederland, Dorst & Lesser, E-dolegie 39

Influencing Digital BehaviourDriving Social Media 26% of UK ‘daily Twitter users’ have tweeted in the last 7 days after seeing an OOH ad Source: Posterscope OOH Consumer SurveyPretty Polly UK posters driving traffic to Facebook storeCredits: Beattie McGuinness Bungay, Good Stuff, Posterscope 40

Influencing Digital BehaviourUsing Mobile to Control the Physical World: Check-ins ‘Non-venue’ locations such as poster sites can be created While there is still uncertainty regarding long term consumer as check-in points on social networks, such as Foursquare. adoption of the check-in mechanic this is partially due to Facebook requires activity to be more centrally linked to the consumer awareness and the appeal of the reward. This canoverall philosophy of sharing. This does not exclude Facebook from be overcome by using OOH media to explain and motivate.such campaigns but the mechanic needs to be more than just issuinga consumer reward for check-inCoca-Cola in Australia rewarded check-ins to their vending machines via Foursquare with prizes.Credits: Host 41

Influencing Digital BehaviourUsing Mobile to Control the Physical World: Check-ins Many campaigns have allowed people to activate OOH installations by sending an SMS and similarly the reward for checking-in could be some kind of physical action in the real world.Billboard for German pet food brand GranataPet dispenses a sample when The MLB Fan Cave store in New York featured a vending machine thatyou check-in on Foursquare. dispensed baseballs to people who checked-in to the storefront display using Foursquare.Credits: Agenta Credits: Monster Media, OMD 42

Influencing Digital BehaviourUsing Online to Control the Physical World The previous mobile check-in examples are based on participants being in the same location as the OOH installation, however this needn’t be the case. Players could equally take part in OOH activity remotely via PC or any other connected device. http://bit.ly/IwLj1qAriel washing powder allowed online players, via Facebook, to remotely shoot guns loaded with jam at real clothes, which were located in shopping mallsin Stockholm. The jam covered clothes were then washed and sent to the player who successfully shot the garment.Credits: Saatchi & Saatchi Stockholm 43

Influencing Digital BehaviourUsing Online to Control the Physical World http://vimeo.com/14596059Nike A MINI Countryman was placed on a 15% slope at the BrusselsConsumers were invited to blow onto the microphone of their computer (or Motorshow, hanging only by a thick rope. A Bunsen burner was place underonto a point-of-sale display computer in a Nike store). This blowing action the rope and whenever a person ‘liked’ the Facebook page, a short burst ofthen moved a shoe that was floating on jets of air in an Argentinean store. flame was generated. The person who broke the rope won the car.Credits: TBWA Credits: TBWA 44

Gateways to Mobile ContentIntroductionT he proliferation of smartphones is of course making it much easier for users to access digital content especially with tools such as Google’s home screen search bar and apps fromYouTube, Facebook, etc.The previous section highlighted the importance of OOH mediato remind and motivate people to seek out content but OOH canalso act as a more tangible gateway to content. This can eithershorten the process by taking people straight to the advertiseditem or destination, or it makes the whole experience more fun andinteresting.There are numerous ways of achieving this. We have outlined a fewexamples in this section. 46

Gateways to Mobile ContentQR Codes Quick Response Codes are not unique to OOH and are found Whilst QR codes are unlikely to have a long-term future on all manner of print material and even the occasional TV (outside of Japan where usage is mainstream) due to or digital screen ad. They enable mobile users who have a more advanced technologies such as NFC (Near Fieldsuitable app installed (and understand how to use it) to hyperlink to Communication) they are appearing on more and more ads outsideany form of content hosted online. of Japan where usage is mainstream. Common mistakes when adding QR codes to campaigns include lack of consumer instructions, poorly optimised mobile content or user journey and limited or non- existent tracking. Different codes should at least be assigned to different media or formats. Availability of mobile signal should also be considered. Postercope can provide tracking, production, and advice across all of these areas. http://pioneeringooh.com/ 47

Gateways to Mobile ContentQR CodesIn June 2011 Among these users14 millionAmericans scanned a QRor bar code = 6.2% of USmobile population. (4.6%across EU5 countries)23.5%scanned from aposter/flyer/kiosk.Source: Comscore 48

Gateways to Mobile ContentQR CodesQR codes: Understanding & motivation (USA 2011)21% have heard of ‘QR codes’. 43% would be interested in72% claim to have seen a QR code. scanning one to gain access to discounts, coupons, and free items.81%Nearly recalled when shown a QR code. also cited an interest in scanning to get product c.25%30%did not know what it was. information, exclusive content or make a purchase.Source: Chadwick Martin Bailey / Marketingcharts.com /sixsteen-nine.net 49

Gateways to Mobile ContentQR CodesVirtual stores: QR codes allocated to specific items that can be purchased immediately via mobile. http://vimeo.com/21228618Sears / Kmart - USA HMV / 20th Century Fox - UK Resume with talking mouthAirports, malls, street furniture, cinemas. Street furniture. QR code on the back of a résumé so that a video of the applicant’s talking mouth was overlaid onto his photo.Credits: MPG, Chrysalis, Posterscope Credits: Vizeum, Posterscope Credits: Victor Petit 50

Gateways to Mobile ContentVisual Search Various ‘visual search’ apps exist including Nokia’s Point & Find and Google Goggles. Smartphone owners with a mobile app can view objects and ads through their camera phone and are served on-screen links to related content. Some other operators deliver visual search results via SMS when the user sends a photo of the ad via MMS. The ads below were all Google Goggles-enabled.HTC - USA Google Maps - UK Samsung Galaxy SII - UK L’Oreal Garnier - UKStreet furniture. Transport posters. Transport posters. Transport posters.Credits: Deutsch LA Credits: Google, CBS Outdoor UK Credits: Google, CBS Outdoor UK Credits: Google, CBS Outdoor UK 51

Gateways to Mobile ContentVisual Search http://slidesha.re/ICQKqWNokia Point & Find test in the UK used posters to drive app downloads * 3% app download rate (amongst compatible handsets).followed by a month of activity during which every poster site in the entiretest city was enabled to work with the app. Five different brand campaigns * Equivalent to a top 3 app in the Ovi store.were included. * Average of 23% of app users clicked on any given campaign. * Video clips & Facebook links most popular. * Usage peaked at lunchtime.Credits: Nokia, Posterscope, JCDecaux 52

Gateways to Mobile ContentMobile Augmented Reality This allows virtual hidden content to be overlaid onto posters There are numerous providers of mobile AR apps which vary in when viewed through a camera phone and mobile AR app quality, speed and handset compatibility. In addition there are often chains of technology re-sellers. Brands have the choice of integrating AR into their existing app, creating a new branded app (usually by re-skinning an existing AR app) or promoting an existing third-party app. Regardless of the route, serious consideration should be given to consumer education and call-to-action. The cost of adding mobile AR to a poster campaign can often be minimal. http://vimeo.com/33296885Volkswagen - USA Domino’s Pizza - UKCredits: Red Urban Credits: Arena, Posterscope, Blippar 53

Gateways to Mobile ContentMobile Augmented Reality http://vimeo.com/greenboxprojectBecks Worldwide Green Box Project during which those with Becks’ mobile AR app installed could point their phone at the boxes to unlock layers ofhidden content.Credits: Vizeum, Posterscope, Mother 54

Gateways to Mobile ContentRFID Radio Frequency ID is the technology found inside building security passes, inventory management, product tracking, passports, transit ticket cards and more. Simplistically, it allows individual items or people to be electronically identified. NFC (see next section) is built upon RFID.In China, Focus Media have deployed RFID-enabled screens that allow consumers to touch one of the ads with their RFID card to trigger the sending ofan SMS containing links to more information, discounts, content, etc. The RFID cards are pre-distributed and the user links the card to their mobile. 55

Gateways to Mobile Content NFC Near Field Communication is a contactless technology that NFC is highly scalable with most handset manufacturers is starting to be integrated into smartphones. It allows users releasing NFC-enabled phones in the near future. Nokia, to touch their phone against an NFC tag or reader to instruct Samsung, Google and others already have some handsets on the phone to take an action such as opening a particular web page the market and there is speculation as to whether Apple will join the or app. NFC also allows phones to become mobile wallets, as well collective commitment to NFC. For OOH, NFC allows simple, quick, as allowing users to touch their NFC-enabled phones against each highly scalable, affordable interaction between mobiles and poster other to share content. NFC tags can easily be affixed to almost any sites. There are some challenges to adoption, in particular regarding accessible poster site. ownership of the payment component with the banks, mobile operators and players such as Google all competing, but overall we expect NFC to become the dominant technology for mobile and OOH interaction.53% of global phones will be Shipments of NFC-enabled NFC-enabled by 2015Source: Frost & Sullivan 2011 handsets will reach over 700m in 2016 Source: IMS Research 2011 http://bit.ly/IkPjh6 Our NFC research infographic reveals likely consumer adoption, the most relevant advertiser categories and the most motivating content. 56

Gateways to Mobile ContentNFC http://slidesha.re/HHBJEG http://bit.ly/HQd8yXNFC-enabled posters for 20th Century Fox’s X-Men and VH1’s Basketball Wives. Both allowed instantaneous connection to the movie trailer pageand a Facebook ‘Like’ button by simply touching an NFC phone against the poster.Credits: Posterscope, Nokia, 02, Proxama, JCDecaux, Cemusa 57

Gateways to Mobile ContentNFCHotel Tonight utilised Blue Bite’s NFC posters NFC-enabled storefronts triggered the start NFC-enabled smartphone users in Chinain US cafes to initiate downloads of their mobile of a mobile crime solving game. could automatically check-in at more than 200app. The NFC-triggered downloads were Starbucks locations for a special Christmaspromoted and explained using RMG’s screens in deal. Users touch their phones on ‘in-store’the same venues. postcards embedded with NFC tags.Credits: Blue Bite, RMG Networks Credits: Blue Bite, Pearl Media Credits: Starbucks, Jiepang 58

Gateways to Mobile ContentNFCNokia and Taiwan Taxi have partnered to allow Nokia’s NFC-enabled posters in Dubai Players of Angry Birds Magic on a Nokiapeople to book a taxi by touching NFC-enabled cinema foyers delivering coupons for free C7 handset have to find NFC tags or other NFCmobile phones against NFC poster sites. The popcorn and movie tickets. handsets to unlock new levels by touching theirposter is used to determine the person’s location Credits: Proxama phone against them. This approach of unlockingand an SMS confirmation is sent by the taxi gaming content through NFC posters givesoperator. The service is to be rolled out to 15,000 brands another option when wanting to rewardsites. consumers through advertising. 59

Networked OOHIntroductionW ith the exception of China where many content updates Added flexibility also gives the potential for agencies to optimise are carried out physically the vast majority of digital OOH activity in real-time based on outcomes such as sales, search etc. screens are internet connected which allows content to be Optimisation might be assessed in terms of creative, location, time,changed quickly and cost effectively. day and more.Screens can therefore be used on a much more reactive and tactical Exact technical capabilities do vary enormously by media owner andbasis and content can be redistributed from other digital sources. network. Some of the opportunities in this section are available asThis enables integration with other bought, owned and earned ‘off-the-shelf’ options, others may require modifications to mediadigital media, new data sources as well as all kinds of interactive and owner systems and some opportunities might only be possible oncontent sharing options. certain locations or networks. 61

Networked OOHTriggered CampaignsMcCain potato wedges (UK) ads only aired during good barbecue Carnival Cruises (USA) only ran during bad weather. Screens includedweather. roadside, office elevators, taxis, bus sides and rail stationsCredits: PHD, Posterscope Credits: MPG, Chrysalis, Posterscope 62

Networked OOHReal-time Content Digital OOH content can be created from a myriad of data streams such as trending, mobile activity, public API’s, client or partner data, social media, websites, content management systems and more.CBS Outdoor UK have recently enabled their London Underground cross track projection screens with sophisticated live update capabilities. This willallow almost any source of real-time data, information, comment and images to be used as content. 63

Networked OOHReal-time Content: Social MediaHuffington Post UK asked consumers to tweet their opinions regarding the day’s top news stories using the hashtag #Huffpostuk and streamedmoderated responses in real-time to OOH screens in rail stations.Credits: Total Media, MBA, Posterscope , LocaModa 64

Networked OOHReal-time Content: Social MediaESPN UK posted numerous sport related questions through social media and digital OOH during Friday evenings and Saturdays. Consumer tweets usingthe advertised hashtag were streamed live to 8 different OOH screen networks.Credits: Arena, Posterscope, BDA Creative, LocaModa 65

Networked OOHReal-time Content: Social Media Brand Live Video Product Micro-blog FeedAdidas screens showing live video alongside real-time social media commentary at the 2011 Beijing MarathonCredits: Carat, wwwinsisobar, Heartland-Posterscope China. 66

Networked OOHReal-time Content: Social MediaCanadian Tourism Commission screens streamed content from twitter, YouTube and Facebook that related to real experiences of vacations in CanadaCredits: DDB Canada, Tribal Vancouver, InWindow Outdoor 67

Networked OOHReal-time Content: Product http://bit.ly/IQf0rCNew Country Radio in Kentucky USA used a live stream of the song Virgin Holidays in UK airports using the latest number of holidays sold tocurrently being played on the station. individual destinations as advertising content.Credits: Cox Media Credits: PSI, MGOMD, Posterscope 68

Networked OOHReal-time Content: Utility http://vimeo.com/32957679Channel 4 streamed the latest news stories to London Underground In US airports, Marriott provided travellers with fun suggestions aboutcross track projection screens via a custom-created automated content what to do that day based on up-to-the-minute weather information in themanagement system (CMS). This was treated as a major content distribution destinations relevant to the terminal, gate and even time of day.channel in its own right with an assigned editorial news team having accessto the CMS.Credits: OMD, Posterscope, Cloud & Compass Credits: Carat, Posterscope 69

Networked OOHReal-time Content: UtilityYell.com interactive bus shelter screens providing local area maps APIs (whereby content/data owners allow some of their digital assets to beand directories (2006) and constantly updated online consumer reviews for imported by a third party) can be an ideal source of data for screen content.businesses in proximity (2011). For example, the real-time availability of bikes and docking stations in London’s cycle hire scheme as used by this mobile app.Credits: PHD, Rapier, Posterscope Credits: Little Fluffy Toys Ltd. 70

Networked OOHReal-time Content: BehaviourBuildings that change colour based on current online sentiment. Mood Rokk Vodka screens embedded into telephone kiosk posters acting as ais determined by real-time analysis of keywords within blog posts. live counter showing the number of gay marriages in New York, which had recently been legalised.Credits: Emotional Cities Credits: Carat USA, Posterscope, The GLADD organization 71

Networked OOHReal-time Content: Connecting PeopleTourism Toronto and Tourism Montreal partnered on the “Cheating Wall” initiative, which consists of video screens located in the twocities, giving residents a chance to discover all that their rival city has to offer using a live video and audio.Credits: Monster Media, Crispin Porter + Bogusky Canada. 72

Networked OOHReal-time Content: Personalisation Online behavioural targeting and social media sponsored stories are not the only way to deliver more personalised messaging to consumers. Networked OOH screens have the potential to be combined with facial analysis, text and object recognition, RFID loyalty cards, real-time human copywriting and more.Glaceau Vitamin Water UK personalised messages written by brand-employed spotters sitting in the vicinity with 3G laptops.Credits: Vizeum, Posterscope, Bulletproof 73

Networked OOHEnabling Sharing Custom made installations can be networked in much the same way as permanent DOOH screens. This enables real-world retail experiences to be socialised and for interactive OOH media and experiential activity to have built-in sharing mechanics to maximise earned media value. http://vimeo.com/18045229MINI UK video recording booth, real-time editing and video projection from inside the life-sized fibreglass model cars onto the window. Videos could thenbe shared via email and Facebook using adjacent touch screens. Thousands of dealer leads were generated.Credits: Vizeum, Posterscope, Profero 74

Networked OOHEnabling Sharing http://vimeo.com/32285732Reebok Flex* Five interactive storefronts in New York and L.A. whereby consumers could upload their photo, touch and morph into the “76 Running Buddies” (the 76 sensors within the Reebok sneaker).* Photos could be shared via Facebook and email.* Tens of thousands of photos were taken.Credits: Carat, Posterscope 75

Networked OOHEnabling Sharing http://bit.ly/HFmRL5Pepsi has developed a vending machine that Diesel’s retail installations allowing shoppers to FaceLook, a real-life posting applicationlets users give their friends a beverage gift by photograph themselves outside the fitting rooms based on Face.com facial-recognitionentering the recipient’s name, mobile phone and then post to Facebook for comments. technology, enabled Summer Lovenumber and a personalized text message or participants to post comments and picturesvideo. The SMS/MMS gift is delivered with a to their Facebook page, just by looking at thesystem code and instructions to redeem it at anysimilar machine. screen. The Coca-Cola kiosk recognized their faces and uploaded to their pages usingThis functionality could be added to a touch only their faces as identification.screen OOH ad campaign to motivate consumeradvocacy and sharing.Credits: Pepsi Equipment Innovation, DCI Marketing,Protagonist Credits: FullSix Credits: Publicis E-Dologic 76

Networked OOHMobile + OOH Gaming Internet connected OOH screens allow mobile phones to be used as controllers for all kinds of gaming experiences. This might require a custom created app or mobile website or there are various inexpensive off-the-shelf options that can be modified as required. In Wi- Fi enabled locations games can be even more sophisticated. http://bit.ly/IQf7DHMcDonald’s ‘pong’ game allows players to control the game play via Nestle’s IVR (Interactive Voice Response) game in Turkey allowed playersa mobile website. Redeemable coupons are delivered at the end of a to use the keypad of their mobile phone to control a projection-based game.successful game. An app does not need to be downloaded as IVR uses touch-tone or voice recognition.Credits: DDB Stockholm Credits: Mobilera, Outeractive 77

Networked OOHMobile + OOH Gaming http://bit.ly/HFxzztPhone paints building Screach HyundaiA German research scientist has built an Scalable app that allows numerous games to be Times Square screen game requiring the Hyundaiapplication that allows an iPhone user to digitally played on OOH screens using mobile phones. app to be downloaded plus a connection to aalter the appearance of a building façade. Users particular Wi-Fi hotspot.simply aim their device at the building causing theviewfinder to show the façade on-screen whichthe user can then paint in different colours. This isthen replicated on the actual building.Credits: The University of Munich (LMU), The GermanResearch Center for Artificial Intelligence (DFKI) 78

Networked OOHFacebook + OOH GamingLocaModa’s Jumbli word game can be played via Facebook with game play shown live on OOH screens in the US.Credits: LocaModa, Clear Channel 79

Engaging InterfacesIntroductionW hilst content and location are of primary importance An innovative or larger than life interface in the public domain can in attracting audiences to participate in digital OOH seem particularly cutting edge, engaging and fun, especially when experiences, the nature of the technology that is used experienced in groups which can of course drive earned media bothcan also be a huge determinant in uptake levels. The use of new digitally and face-to-face.technologies in OOH situations often precedes mainstream consumerproduct applications. For example, touch screens in bus shelters and Many examples of engaging interfaces have been included in earlierself-service kiosks preceded those in mobile phones, and gesture- sections, in particular those with social media or mobile integration.based gaming campaigns were deployed well before Microsoft The following pages highlight some other particularly successfulKinect. In fact, Microsoft licensed part of the Kinect technology from applications and potential developments for the future.a business involved in OOH advertising. 81

Engaging InterfacesTouch Screens http://vimeo.com/18079231Cadbury’s Splat the Egg - UK Yahoo - USA Nestle Aero - UK1 million eggs splatted over 1 month at 20 bus Clear Channel’s bus stop derby in San Francisco Touch screen quiz which is similar in many waysshelters where players could compete against those in to the content approach for many Facebook other bus shelters games and applications.Credits: PHD, Posterscope, JCDecaux Credits: Mediavest, Clear Channel Credits: Mindshare, Posterscope, JCDecaux 82

Engaging InterfacesTouch Screens http://vimeo.com/32269760HTC USA created interactive screens that demonstrated the unique interface of their new tablet. In cinema lobbies and on street furniture consumers couldtake and manipulate photos of themselves and their friends then save them for email distribution and social media sharing.Credits: Deutsch, Posterscope 83

Engaging InterfacesGesture Based Games http://vimeo.com/18668405Disney - USA Cadbury’s - UK MarriottCrowd controlled game on cinema screens. Movement controlled game in UK shopping malls. Gesture based pinball game in US airports. Over 200,000 plays per month across 5 airports.Credits: Carat, Posterscope Credits: PHD, Posterscope, Grand Visual Credits: Carat, Posterscope 84

Engaging InterfacesEye Controlled Gaming http://bit.ly/IwMJJiPrototype of a display that uses an eye tracking technology to allow a user to control on-screen games, page scrolling and other interfaces purely based onthe movement of your eyesCredits: Tobii 85

Engaging InterfacesSimulatorsBMW X3 driving simulator with an on-screen game, controlled using steering wheel and pedals inside a real car. Players’ scores were shown on a digitalOOH leaderboard alongside live results from around the countryCredits: Posterscope,Vizeum 86

Engaging InterfacesAugmented RealityNestle Green Giant augmented reality in UK shopping malls. Players had to jump to try and ‘high five’ the giant.Video content of the experiences was used within creative for online banners.Credits: Universal McCann, Work Club, Posterscope 87

Engaging InterfacesAugmented Reality http://bit.ly/IkPzg7Heineken Fanta NokiaTo promote that Heineken is the ‘best friend’ Fanta’s cartoon character interactions in cinema Nokia’s augmented reality experience was hostedfor partying, Posterscope Taiwan launched an foyers. on an enormous phone screen suspended fromAugmented Reality campaign that allowed people a crane.to interact with the characters from the HeinekenTV Commercial and see the effect broadcast on agiant digital screen.Credits: Leo Burnett, Posterscope Credits: Heartland-Posterscope Credits: Carat, JWT, Heartland-Posterscope 88

Gateways to Mobile ContentOther Engaging InterfacesBarnado’s donation-activated digital creative Royal National Institute for the Deaf Holographic projection multi-touch screenwith coins making the featured girl smile. screens and digital windows that react to allowing the user to mix music tracks. surrounding noise levels.Credits: JAA ,Posterscope, BBH Credits: Posterscope, M&C Saatchi, Walker Media Credits: ICE AV Technology 89

New Planning Data As the web becomes increasingly hyper-local and businesses and consumers create more and more location-based data there are huge opportunities to utilise this data to inform and optimise the planning of both traditional and interactive OOH media and to measure effectiveness. Electronic public transport tickets, sat-nav’s, loyalty cards, mobile search, mobile wallets, and numerouswebsites and mobile apps are just some examples of how technology is being used to create location-specific data trails, all of which have thepotential to help determine which OOH sites, dayparts and creative treatments might be most effective for a particular campaign.Posterscope, in partnership with Locately, has recently pioneered the use of GPS tracking of mobile phones together with sophisticatedanalytics to understand how behaviours changed as a result of exposure to particular poster campaigns. 91

OOH Convergence GuideWant More?Out-of-Home opportunities and planning areevolving at an incredibly fast pace with newinsight, data, evidence, media and technologicalapplications arriving all the time.You can keep up to date by subscribing to ournew portalpioneeringooh.comThanks for reading. We hope you found it useful.Those of you reading this offline can downloadand share at:http://www.slideshare.net/Posterscopeposterscope.com 92

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