On the threshold of changes (Tomaž Žontar - Europlakat)

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The personalisation of technology and the interactive behaviours it encourages are redefining Out of Home advertising’s role. Outdoor was once a “notice and do” medium, now it’s a “think and feel” medium too, triggering interaction and launching experiences. Where are the boundaries of future industry development ?

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On the threshold of changes (Tomaž Žontar - Europlakat)

  1. 1. ON THE TRESHOLD OF CHANGES Tomaž Žontar, deputy sales director, Europlakat Slovenia
  2. 2. Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 2
  3. 3. Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 3
  4. 4. New Media Lanscape •  media landscape has changed significantly •  fragmentation of communication channels •  personalisation of technology •  interactive behaviours •  brand new role for OOH •  amplify many of Out of Home’s traditional strengths •  new opportunities for brands to engage with consumers •  triggering interaction and launching experiencesEuroplakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 4
  5. 5. Mobile Technologies •  mobile devices are rapidly becoming the dominant digital format •  by 2016 the proportion of smart phones will already get close to 80% of all phones *Slovenia: estimated 40+% Smartphone Penetration EU (Source: Our Mobile Planet)Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 5
  6. 6. Consumer Interaction, Technology and Content •  the smartphone is a critical component in the long-term future of OOH •  not every poster will be interactive, indeed the vast majority won’t be •  smartphones carrying NFC and RFID technology will facilitate interaction •  mass use of interactive posters will not be a reality in the short to medium term •  the OOH industry should make an effort to re-engage with the creative advertising communityEuroplakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 6
  7. 7. Different evironments, different behavioursEuroplakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 7
  8. 8. OOH Mobile Platforms SMS/ Augmented Mobile Direct WiFi response Reality search Social Picture QR Codes NFC networks recognitionEuroplakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 8
  9. 9. OOH Mobile Platforms SMS / Direct responseEuroplakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 9
  10. 10. OOH Mobile Platforms Augmented Reality http://youtu.be/Cqaq69Lnsvc http://youtu.be/dqOPCL1gd7oEuroplakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 10
  11. 11. OOH Mobile Platforms Mobile search SEARCH UPLIFT PER £1MC OOH = 98% of media budgetEuroplakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 11
  12. 12. OOH Mobile Platforms WiFiEuroplakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 12
  13. 13. OOH Mobile Platforms http://youtu.be/ukrBp7CzrPM QR CodesEuroplakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 13
  14. 14. OOH Mobile Platforms Social / Apps (60% of mobile users) 40% 45% (Jan 2011) (Sep 2011) 80% 60% ?? (Jun 2011) 14Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si
  15. 15. OOH Mobile Platforms Picture recognitionEuroplakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 15
  16. 16. OOH Mobile Platforms NFC http://www.youtube.com/watch?v=ORkuWJcJpXoEuroplakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 16
  17. 17. OOH Mobile Platforms Kinetic & JCDecaux UK NFC project – READING (pop. 150.000) NFC •  four weeks in March 2012 – 13 different clients •  every 6 sheet (citylight) – 300 faces was equiped with NFC and QR •  6,000 scans using QR and NFC-enabled devices •  78% of consumers were positive, •  44% rated it as excellent,Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 17
  18. 18. Slovenia Innovate Device Num NKBMWiFi_MT001_Konzorcij 519 NKBMWiFi_MT002_Askerceva 130 NKBMWiFi_MT003_Bavarskidvor 379 NKBMWiFi_MT004_Klinicnicenter 108 NKBMWiFi_MT005_Gospodarskorazstavisce 99 NKBMWiFi_MT006_Staracerkev 871 NKBMWiFi_MT007_Kolizej 102 NKBMWiFi_MT008_Mirje 101 NKBMWiFi_MT009_Tobacna 197 SKUPAJ 2506Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si   18
  19. 19. Slovenia Innovate •  42“ LED screens + built-in mini PC + WiFi or 3G internet connection optional •  unlimited potential: live feed, web cam, web sites interaction, twitter mobile communication, video gaming etc.Europlakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 19
  20. 20. Thank you for your attention! tomaz.zontar@europlakat.siEuroplakat d.o.o. | Koprska ulica 98, Ljubljana | www.europlakat.si 20

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