Out-of-home now even more mobile with Connect, the first global OOH mobile interactive advertising platform. The interactive network is a unique way for advertisers to integrate their outdoor campaign with their online activities and thus involve consumers more. The interactive network supports advertisers in a number of objectives, ranging from the creation of a brand experience to online sales, including extending their campaign to social media.

3. Everyone is more connected than ever.
• Consumers are connecting
with brands and each
other every hour,
of every day, everywhere.
• Engaging with brands
when they want to,
in real-time, at the moment
of interest, on the move.

4. Smartphone penetration
39%
2,2 average connected device
per person
number of times we watch
our phone/day150
Smartphones are always switched on
Don’t leave
home without
their smartphone77%
Smartphones are used everywhere
86% On the go
Smartphones are a Major Access Point
for Search
42%Search on their
smartphones every day
Source: Google Mobile Planet-Belgium 2013 n=1000Source: Google Think Performance – Sept 2013
People are connected
Smartphones are fully integrated in
our daily lives
Everyone is more connected than ever.
Q1 2014: 60%
Expected by Google

5. Of smartphone users have
looked for local information
84%
Performed an action after having
looked for local information
83%
Use their smartphone to communicate:
send e-mail, visit social media
86%
Source: Google Mobile Planet-Belgium 2013 n=1000
Made a purchase after looking
op information. 17% performed
this purchase online.
22%
Use their smartphone to look up
information on products
58%
Visited a store after online search
46%
Smartphones change consumers behavior.

6. • It is increasingly difficult
to “cut-through” in the
cluttered, competitive
multi-media environment.
‒ Time-shifting
‒ Multi-screening
‒ Mass message push
‒ Media bombardment
Consumers continue to have messages and offers
pushed at them throughout their day.

7. The challenge is to get your message
into consumers’ hands when
they are most receptive.

8. Outdoor can bridge the gap between the physical
and virtual worlds.
• Combination of Outdoor’s
outstanding audience
reach and consumers’
intimate relationship
with their mobile devices,
provides an opportunity
for consumers to engage
with brands individually,
immediately and effectively.
‒ One-to-many -> Personal
‒ Scale -> Contextual
‒ Push -> Pull

9. Outdoor advertising is a strong driver
of mobile search.
of smart device users
have taken some sort
of action as a direct
response to an Outdoor
advertising campaign.
74%
Source: Kantar (N= 5,283 respondents)
42%
mobile searches
have been elicited
by offline triggers.
Source: Google Mobile Planet-Belgium 2013 n=1000

10. The smartest way
for consumers
to connect with
content on the move.

11. Connect provides instant access to a deeper
consumer experience.
Advertising panels on our sites will be turned
into mobile launch pads, enabling consumers to access content
from advertisers via their smartphones, with one tap or scan.
Search, Maps,
Location-relevant, Utility
Social media integration,
Sharing, Text/IM
Gaming, Video, Photos,
Music downloads, Apps
Transactional capabilities,
Discounts / Vouchering,
Special Offers
Information
Entertainment
Sharing
Experiences
Shopping

12.  Consumers to receive instant connection to
rewarding offers, messages and content
 Agencies to make mobile strategies fit for the real world
 Advertisers build an effective mobile channel, prompting
purchase, direct response and closing the loop on the
consumer journey
The first global network of mobile interactive
outdoor advertising, helping…

13. Seamlessly integrating outdoor and mobile.
• Driving sales
• Enabling brand discovery
• Driving deeper levels of
engagement
• Increasing advocacy
• Reinforcing interactivity
…and a range of other
possibilities for consumers
on the move.

14. Allowing advertisers greater ‘permission’ to
connect.
Source: Smartphone Real World Interactors study/Clear Channel/Posterscope (N=1,000)

15. Connect Belgium
The mobile platform can be found at strategic locations in the 5 main
cities (shopping streets, schools & universities,…)
and the top 12 of the Belgian railway stations:
5 Main Centers:
• Brussels
• Antwerp
• Ghent
• Liege
• Charleroi
Top 12 Railway stations:
• Brussels-North, -South & -Central
• Antwerp-Central
• Ghent-St.-Pieters
• Liege
• Charleroi
• Leuven
• Namen
• Ottignies
• Mechelen
• Bruges
Carrefour &
Carrefour Market
car parks

16. Connect Maximum (3070 sides):
• # interactive sides:
400 in the 5 main cities
• Close to pedestrian zones,
shopping areas, schools and
universities at bus stops
• Activation: 4.000 €

17. Connect DNN (104 screens):
• # interactive screens: 58
(# Create&Play: 10)
• Top 10 train stations
• Activation: 580 €

18. Connect stations (580 sides):
• # interactive sides: 100 in
top 12 train station
• Activation: 1.000 €

19. Malls network:
• # interactive sides: 172
• Last contact before
purchase
• Activation: 1.720 €

20. Belfius/Pulse Start
Objectives. Idea & Execution. Results.
First on interactive networks in Belgium
For the launch of its new product
Belfius Pulse Start, Belfius wanted
to emphasize the dual aspect of its
offer which combines the
advantages of two worlds: the free
mobile banking and the face-to-face
service of the bank.
Belfius used the interactive digital
network equipped with the Near
Field Communication (NFC) and the
Quick Response (QR Code)
technology. Via these innovative
technologies, passers-by could
directly access Belfius mobile-
friendly website to order a pack. Ten
screens had been wrapped to draw
the attention of passers-by on the
screens interactivity.
The campaign was well received
among the passers-by. The
interactive technologies enable
advertisers to develop a closer
relationship with consumers. The
NFC and QR codes generated
respectively 8 and 30 visits.

21. Belfius/Pulse Start
Media agency Initiative
Creative agency Boondoggle
Specialist agency Outdoor Services
Environment & formats Vertical digital screens in stations
Number of faces
98 screens (<30 interactive screens
<10 screens Create & Play with 2D cut-
out)
Coverage
Antwerp-Central, Namur, Brussels-
South, Brussels-Central, Brussels-
North & Ghent
Target audience
Travelers and passers-by in the train
stations
Audience
figures/Research
(Reach, Frequency)
In the 6 stations: 3.3 million/week
8 NFC connections
30 QR code scans
Date & Duration 19/12 – 25/12
http://www.youtube.com/watch?v=XGnt7gmWtPM

22. KFC, Hot Shots Box Meal
Using the Mobile Platform on Adshel 2.0
to direct consumers to KFC outlets
Background.
We have worked in partnership with KFC for many years to
make sure their long-term holding is working as effectively
as possible. With the new Mobile Platform there was an
opportunity to bring a new dimension to their on-going
proximity campaigns.
Idea.
To use the Mobile Platform to give customers instant directions
to their local KFC outlet, using GPS data. The poster creative
carried a call to action close to the interactive tags, prompting
people to tap for directions.
Results.
The campaign received almost double the per panel
interactions vs. a similar campaign with “map directions”
that had no call to action on the poster, and was the third
most popular campaign on the Mobile Platform since launch.

23. Harper Collins Most successful campaign since launch
Background.
To launch ‘Revenge Wears Prada’ a sequel to The Devil Wears
Prada, Harper Collins wanted to reach women who had seen
the film adaptation of The Devil Wears Prada but were unlikely
to be regular book-buyers. They wanted to drive pre and post
launch awareness of the book by harnessing its position in
popular culture.
Idea.
The campaign ran on Clear Channel UK’s Mobile Platform
which includes traditional and digital 6-sheet panels with NFC
and QR code capabilities. The creative played on the fashion
theme which is central to the story line and would appeal to
women. The interactive feature, offered by Mobile Platform,
added another dimension to the campaign. Consumers where
encouraged via a strong call to action to download the first
chapter of the book for free on their mobile phone via NFC or
QR code. They were also led directly to the Amazon site where
they could purchase the book. A map facility also showed the
nearest Waterstones store where they could buy the book.
Results.
– 1,066 interactions from 181 active frames
– Engagement index of 5.9 (interactions vs. active frames)

24. 25
Bespoke Consumer Experience

25. THANK YOU !
Clear Channel Belgium
Boulevard de la Plaine 5, 1050 Brussels
Tel. 02 641 73 00
info@clearchannel.be