DOOH
A Brave New World !

Hugues Rey – 3rd of February 2009
A BRAVE NEW WORLD ?




BEST OF BOTH WORLDS !



           2
A changing world, a different perspective

                                 people
      consumers

                      ...
2009 - More choices than ever before …
Media Agencies are pathways managers !

                                           ...
2009 Media Agency Job ?
Building customized exchanges programs !
                                   ENTERTAINMENT
        ...
Innovation

  Accountability




Communication Channel
Mix (Second) Challenge:
Avoid the PR Dream ;-)
                   6
What do we expect from Com. Channels ?
What will we solve with DOOH ?
                                  Attention grabbing...
OOH is leading in attention grabbing

         “These touch points can be attention grabbing ” (Top 20 Germany)
          ...
OOH is leading in attention grabbing

      “ These touch points can be attention grabbing ” (Top 20 France)
             ...
OOH is leading in attention grabbing

        “These touch points can be attention grabbing ” (Top 20 Italy)
             ...
OOH is leading in attention grabbing

        quot; These touch points can be attention grabbing quot; (Top 20 UK)

      ...
DOOH - Entertaining & Interesting
Outdoor in a very near past


  Advertising (persuasive)
    Outdoor Brand monologue
                           Share Of V...
Outdoor nowadays - a Mix

   Advertising (persuasive)
       Posters installing Brand DNA

                               ...
Digital playground - agility and intelligence wins




This is also true for DOOH !
                         15
From an agency point of view
Digital Brings New Opportunities to OOH !
    – “Easy” content management
    – Ability to qu...
More platforms + Interactive extensions
     Out-of-Home Platforms
         Digital Billboards
         Ambient Advertisin...
Digital Billboards – Fastest growing OOH




                       18
Digital Billboards – instantaneous added value


                              Last minute deals




                     ...
Refine targeting
Adding layers of data intensifies targeting




                                Through lifestyle
       ...
Enhanced content
Keep it Simple … + excellence in execution !

                             – Show it with images!

      ...
Engagement
Activation : Mobile + Digital Billboards - BBC




 Displays Mobile SMS Voting


                              ...
Engagement
RFID-Enabled Billboards - Mini




      Billboards detect mini owners by a RFID keyfob as they drive by and po...
Engagement                               interactivity
Mobistar (Orange Group) Bluetooth case (Sep 06)




               ...
Engagement
Why not Mobile Gaming ?


                          Mobile text game

                          Compete against...
Digital mutiplies creativity
Anything can become a screen !

An art installation covering several
buildings of a popular i...
As far as we know ….
A few rules to suceed in DOOH
Back to the good old web advertising time ?
    – Understand the networ...
Best of Both Worlds Equation



                     3
(OUTDOOR ATTRIBUTES)
-> DIGITAL FLEXIBILITY
-> INTERACTIVITY
-> ENG...
The future? A « unique » ad server + …
 Emergence of « Ad agregators »
  Ad consolidators will                            ...
As a conclusion … Where do we stand ?


             PR !



                     Fully actionable
                     Co...
Agency point of view: Get in the Game –
DOOH is also about to Develop a Content Strategy


                               ...
Thank you !
                hugues.rey@mediabrands.be


Special Thanks to Cedric.tytgat@be.initiative.com + Medialab
Media, Marketing and Digital




             33
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Digital Ooh Amsterdam 3 2 9 Black 2.7

  1. 1. DOOH A Brave New World ! Hugues Rey – 3rd of February 2009
  2. 2. A BRAVE NEW WORLD ? BEST OF BOTH WORLDS ! 2
  3. 3. A changing world, a different perspective people consumers advocates audiences content advertising screens television behavior data exchanges connections 3
  4. 4. 2009 - More choices than ever before … Media Agencies are pathways managers ! OPINION SOCIAL VOD SITES NETWORKING PVR BRANDED VIRTUAL ENTERTAINMENT WORD OF MEDIA MOUTH MOBILE SMS BRANDED BLOGS APPLICATIONS SEARCH GAMING COMMUNITY PODCASTS WEBSITE SEEDING Purchase RETAIL PUBLIC NEWSPAPERS TERRESTRIAL TRANSPORT TV RADIO MAGAZINES CINEMA WEB PORTALS INTERNET TV MULTICHANNEL BILLBOARDS TV 4
  5. 5. 2009 Media Agency Job ? Building customized exchanges programs ! ENTERTAINMENT (immersive, social, current, participative) OPINION SOCIAL VOD SITES NETWORKING PVR BRANDED VIRTUAL ENTERTAINMENT WORD OF MEDIA MOUTH MOBILE SMS BRANDED BLOGS APPLICATIONS SEARCH GAMING COMMUNITY PODCASTS WEBSITE SEEDING Purchase RETAIL PUBLIC NEWSPAPERS TERRESTRIAL TRANSPORT TV RADIO MAGAZINES CINEMA WEB PORTALS INTERNET TV MULTICHANNEL BILLBOARDS TV ADVERTISING (persuasive) 5
  6. 6. Innovation Accountability Communication Channel Mix (Second) Challenge: Avoid the PR Dream ;-) 6
  7. 7. What do we expect from Com. Channels ? What will we solve with DOOH ? Attention grabbing Involving or absorbing Reflect my lifestyle Reliable source of information fun/enjoyable right time and in the right place It has a good image It can be a little unusual 7
  8. 8. OOH is leading in attention grabbing “These touch points can be attention grabbing ” (Top 20 Germany) DM - Samples 140 Monthly Mags - Advertorials Posters - City Light Poster Weekly Mags - Advertorials Posters - Small 135 130 Daily Paper - Ads Advertising journals 125 120 Adverts in buses trains Online - Email 115 Loose Inserts - newspaper DM - Letters 110 Loose inserts - magazines POS - Demonstrations POS - ads in (Other Stores) POS - Demonstrations… Posters - Transport Weekly Mags - Ads Fortnightly magazines Cinema - Foyer Monthly Mags - Ads 8
  9. 9. OOH is leading in attention grabbing “ These touch points can be attention grabbing ” (Top 20 France) Posters - Small 180 Cinema - Tickets Posters - Transport 160 DM - Samples Posters - Large 140 120 Daily paper - supplement Cinema - Foyer 100 80 60 Events - {other} POS - ads in {Other Stores} 40 20 Press samples Mags - Ads 0 POS - Demonstrations POS - Supermarket ads Mags - Supplements Daily paper - Ads Cinema - Spot Mobile - Requested… Requested Email POS - Demonstrations… Loose Inserts 9
  10. 10. OOH is leading in attention grabbing “These touch points can be attention grabbing ” (Top 20 Italy) Posters - Large 200 Online - Company Website Posters - Airport 180 Mobile - SMS MMS Posters - Small 160 140 Online - Competitions Posters - Transport 120 100 80 Weekly Mags - Ads POS - Supermarket ads 60 40 20 Posters - Interactive POS - Ads in tech shops 0 Monthly Mags - Ads POS - Demonstrations Events - Sports DM - Samples Posters - Gym or Leisure… Cinema - Foyer Loose Inserts Cinema - Spot POS - Demonst. in tech… 10
  11. 11. OOH is leading in attention grabbing quot; These touch points can be attention grabbing quot; (Top 20 UK) Large Posters 300 Celebrity Endorsements Transport Posters Radio Spot TV Spot 250 200 Newspapers Advertorials POS Demonstration 150 100 TV Sponsorship POS Suppermarket Ads 50 Online Display Small Posters 0 Email Magazines Ads Online Company Websites DM Samples Interactive Posters Newspapers Ads POS AdsIn Other Stores Cinema Ambient 11
  12. 12. DOOH - Entertaining & Interesting
  13. 13. Outdoor in a very near past Advertising (persuasive) Outdoor Brand monologue Share Of Voice Reach / frequency / regional selectivity Multi-layers translation possible Impact through deformated creation 13
  14. 14. Outdoor nowadays - a Mix Advertising (persuasive) Posters installing Brand DNA Share Of Relevance Reach / frequency / regional selectivity Share Of Mind Interaction (participative) Outdoor disposal creating a pathway between Brand and consumers Impact through interactive disposals 14
  15. 15. Digital playground - agility and intelligence wins This is also true for DOOH ! 15
  16. 16. From an agency point of view Digital Brings New Opportunities to OOH ! – “Easy” content management – Ability to quickly change out creative and content based on response. – Day parting…responding to demographics – Localized Content - IP based solutions respond to zip codes of servers – CRM - Immediate opt in and delivery of coupons, messaging – Explode the creative opportunities – Engaging Experiences – Time spent with brand increases… 16
  17. 17. More platforms + Interactive extensions Out-of-Home Platforms Digital Billboards Ambient Advertising - Video Advertising Networks Interactive Screens Kiosks Interactive Extentions Adding a Mobile Layer Smart Messaging - RFID / GPS Audience Measurement 17
  18. 18. Digital Billboards – Fastest growing OOH 18
  19. 19. Digital Billboards – instantaneous added value Last minute deals Dynamic Content Multiple Messages Including Day part 19 Digital Billboards
  20. 20. Refine targeting Adding layers of data intensifies targeting Through lifestyle Through consumption Through habit/travel 20
  21. 21. Enhanced content Keep it Simple … + excellence in execution ! – Show it with images! Integration of a TV screen into a small format unit Audiovisual dimension to the outdoor campaign – Information on a product – Trailer – Demonstration 21
  22. 22. Engagement Activation : Mobile + Digital Billboards - BBC Displays Mobile SMS Voting 22
  23. 23. Engagement RFID-Enabled Billboards - Mini Billboards detect mini owners by a RFID keyfob as they drive by and post a personalized message based on information obtained when individuals opted-into the program. Intended to foster brand loyalty 23
  24. 24. Engagement interactivity Mobistar (Orange Group) Bluetooth case (Sep 06) 24
  25. 25. Engagement Why not Mobile Gaming ? Mobile text game Compete against each one another in multiple locations and with online players 25
  26. 26. Digital mutiplies creativity Anything can become a screen ! An art installation covering several buildings of a popular intersection in the Meat Packing District of NYC celebrates the announcement of iGoogle Artist Themes, a new set of designs for its personalized-home page product, with contributions by more than 70 artists, designers, and pop- culture figures. Including: architect Michael Graves, fashion designer Diane von Furstenberg, photographer Anne Geddes, artist Jeff Koons, designer Marc Ecko, and New Yorker cartoon editor Robert Mankoff The ability to connect with a community in a specific location and own the space....
  27. 27. As far as we know …. A few rules to suceed in DOOH Back to the good old web advertising time ? – Understand the networks – Still « Far West » & No Major united networks – Face the lack of standards in measurement – OVAB (Q2 2009) ? – Propose added-value content (but it is not TV !) – Take into account the time of exposure to the media 27
  28. 28. Best of Both Worlds Equation 3 (OUTDOOR ATTRIBUTES) -> DIGITAL FLEXIBILITY -> INTERACTIVITY -> ENGAGE AT POINT OF DECISION 28
  29. 29. The future? A « unique » ad server + … Emergence of « Ad agregators » Ad consolidators will ... Execute ads across ... Apply targeting based on collect many ad formats.... various media behavioral, demographic, opt-in, performances based data .... Global DB of Ad Units Robust Targeting Multiple Execution Endless Optimization 29
  30. 30. As a conclusion … Where do we stand ? PR ! Fully actionable Communication Channel 30
  31. 31. Agency point of view: Get in the Game – DOOH is also about to Develop a Content Strategy Social Media Broadband Mobile Digital Broadcast Out of Home 31
  32. 32. Thank you ! hugues.rey@mediabrands.be Special Thanks to Cedric.tytgat@be.initiative.com + Medialab
  33. 33. Media, Marketing and Digital 33

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