The Challenges
How marketing budgets are changingChannel mix decrease vs increase                 Social media                          2...
Convergence          Technology  Media                Content          Platforms
TV            WebsitePoster      Cinema         Gaming console
Interactive,Exhibition     connected,  stand      digitally social               experience
Computer             Radio              TVPhone   Gaming console          Debit card          Travel card
Globalisation  Advertisers want more consistency
The Opportunity for OOH
Increasing audiences              OOH connectivity         Sophisticated devices               Networked OOHConsumer adopt...
We are re-defining Out-of-Home;Inter-connected and inter-dependent                     Ads                    Posters     ...
We are re-defining Out-of-Home;The OOH Ecosystem                                                                          ...
1 month, 20 bus shelters20,000 interactions100,000+ reviews read
Real-time Video - SNCF    Brussels                         Lyon
updateSocial Content12/3/2012          www.electric-avenue.com                    www.Pioneeringooh.com
Coca Cola
What We Need To Do
Integrated MOOH Planning                  Mobile  Influencing                 Influencing   Behaviour                   Pl...
Gateways to content & transaction
Real-time Live Content to ScreensStreamingContentResults                                                           “The pr...
Real-time optimisation & trading
Value through data
PlanningBuying         Evaluation
Who is searching in the OOH environment? Indexed against All Russian Adults                 Female                        ...
What activities are they doing on the internet?Indexed against All Russian Adults                                         ...
Coke ZeroSearch Behaviour Based Planning Data
AdidasSearch Based Evaluation Data
So what do we need to do differently? Collaborate...... with everyone  Content is everyone’s responsibility in a          ...
Re inventing ooh. Аnnie rickard
Re inventing ooh. Аnnie rickard
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Re inventing ooh. Аnnie rickard

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Re inventing ooh. Аnnie rickard

  1. 1. The Challenges
  2. 2. How marketing budgets are changingChannel mix decrease vs increase Social media 2% 65% Website upgrades 6% 56% Content creation 2% 53% Landing page optimisation 1% 51% Search (SEO/PPC) 5% 49% Online advertising 7% 42% Decrease Email 5% 39% Increase Direct mail 25% 15% Print advertising 29% 13% Telemarketing 15% 9% Broadcast advertising 16% 8% -40% -20% 0% 20% 40% 60% 80%Source: Marketing Sherpa
  3. 3. Convergence Technology Media Content Platforms
  4. 4. TV WebsitePoster Cinema Gaming console
  5. 5. Interactive,Exhibition connected, stand digitally social experience
  6. 6. Computer Radio TVPhone Gaming console Debit card Travel card
  7. 7. Globalisation Advertisers want more consistency
  8. 8. The Opportunity for OOH
  9. 9. Increasing audiences OOH connectivity Sophisticated devices Networked OOHConsumer adoption & receptivity
  10. 10. We are re-defining Out-of-Home;Inter-connected and inter-dependent Ads Posters Networked Video Screens People & places People & Places
  11. 11. We are re-defining Out-of-Home;The OOH Ecosystem Infrastructure Ads Platforms Posters Public spaces Networked Content Video Screens Services People & Mobile etc places People Owned OOH & Places (e.g. delivery vehicles, buildings) Commerce & Coupons Laptops Technology Retail media & Tablets assets Apps & Physical Games Experiences Data
  12. 12. 1 month, 20 bus shelters20,000 interactions100,000+ reviews read
  13. 13. Real-time Video - SNCF Brussels Lyon
  14. 14. updateSocial Content12/3/2012 www.electric-avenue.com www.Pioneeringooh.com
  15. 15. Coca Cola
  16. 16. What We Need To Do
  17. 17. Integrated MOOH Planning Mobile Influencing Influencing Behaviour Planning Out-of-Home
  18. 18. Gateways to content & transaction
  19. 19. Real-time Live Content to ScreensStreamingContentResults “The product of one of the High advertising 61% of those who do not most intriguing creative recognition with 55% of currently watch CH4 partnerships I’ve beenthose exposed recalling the news stated that the XTP involved in” campaign campaign made them more likely to view it Martin Fewell, Deputy Editor, Channel 4 Newsn
  20. 20. Real-time optimisation & trading
  21. 21. Value through data
  22. 22. PlanningBuying Evaluation
  23. 23. Who is searching in the OOH environment? Indexed against All Russian Adults Female 91 Male 111Single (Never Married) 109 Married 105 Divorced 50 Under 18 92 18-24 148 25-34 134 35-44 94 45-54 68 55-64 51 Have Degree 105 Have Children 92 Live in St Petersburg 96 Live in Moscow 122 Live in Central 100 Live in Northwest 100 Live in Volga 104 Live in Southern 106 Live in Ural 73 Live in Siberian 73 Live in Far-Eastern 101 20 40 60 80 100 120 140 160 180 Sample: 898 Universe: 17,058,000 Source: OCS 4
  24. 24. What activities are they doing on the internet?Indexed against All Russian Adults % of Target Audience Index against all adults 50,0 250 39,3 40,3 40,0 200% of Target Audience 28,6 29,1 29,1 30,0 27,5 150 24,7 Index 19,7 20,0 100 13,6 10,0 50 0,0 0 Sample: 898 Universe: 17,058,000 Source: OCS 4
  25. 25. Coke ZeroSearch Behaviour Based Planning Data
  26. 26. AdidasSearch Based Evaluation Data
  27. 27. So what do we need to do differently? Collaborate...... with everyone Content is everyone’s responsibility in a convergent world

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