Digital Place-based Media 2.0: The Next Generation is Interactivity

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Keynote presentation given by Garry McGuire at the 6th Annual Digital Signage Investors Conference in October 2011.

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  • 87 % of smartphone users access the mobile web2012 will be the year that smartphone sales will surpass PCs65MM people use a mobile device to update their Facebook profile
  • InvestmentSignificant VC and PE Capex to invest in building out networksLimited early successAcquisitionAggregation of networks to build scale and consistencyVenue-Led DeploymentConsumer demand drove venues to support the roll out of digital mediaSocialIn-venue Wi-Fi servicesLocation based screen advertisingLocalIn-venue Wi-Fi servicesLocation based screen advertisingLocal commerceMobileInteractive touch screenGeo targeted mobile inventoryMobile engagement; NFC, QR, SMS
  • InvestmentSignificant VC and PE Capex to invest in building out networksLimited early successAcquisitionAggregation of networks to build scale and consistencyVenue-Led DeploymentConsumer demand drove venues to support the roll out of digital mediaSocialIn-venue Wi-Fi servicesLocation based screen advertisingLocalIn-venue Wi-Fi servicesLocation based screen advertisingLocal commerceMobileInteractive touch screenGeo targeted mobile inventoryMobile engagement; NFC, QR, SMS
  • InvestmentSignificant VC and PE Capex to invest in building out networksLimited early successAcquisitionAggregation of networks to build scale and consistencyVenue-Led DeploymentConsumer demand drove venues to support the roll out of digital mediaSocialIn-venue Wi-Fi servicesLocation based screen advertisingLocalIn-venue Wi-Fi servicesLocation based screen advertisingLocal commerceMobileInteractive touch screenGeo targeted mobile inventoryMobile engagement; NFC, QR, SMS
  • Consumer Interaction & OwnershipCONVERGENCEAdd audio, interactivity, wi-fi, social, mobile, commerce, etc.Justify the M&A plansPutting the remote back into the consumer’s handsInteractivity: the final stage of DOOHRMG has embraced this emerging phase in various ways… annoucement of major deals:
  • Supporting new season of South ParkCreating Avatars that will be shown in Times SquareAlong with moderated tweets for the show
  • Custom application allows venue managers, their customers and community members to post events, info, offers, and timely messages to venue screens via SMS Text, RSS, Twitter, and Facebook. Posts sent to the screen can also update the venue's Twitter and Facebook status in real time.Dynamic title CTA’s to promote brand and social media initiatives
  • Used during their 9/30 Robin Hood Concert in the ParkCombined the functionality of Text, Photo, Twitter, Check-In, and Flickr in one app. Customize the display for any of the content streams to create a location relevant social media experienceComplete with built-in profanity filtering.
  • http://theweboutside.com/digital-out-of-home/60000-new-yorkers-4-black-eyed-peas-and-8-huge-locamoda-screens/
  • Venues display their tips, not user tips.Screens can be updated via web or mobile phones – making it fast and easy for venues to control their marketingValue to venue owner is often overlooked. LocaModa has made it easy for venues to not only update their DOOH screens BUT ALSO and have their marketing messages go to Twitter, Facebook, their website etc. And visa versa.Immediate, measurable results – for advertisers AND venues.When LocaModa ran an A/B test in Chicago using Foursquare, we saw an uplift of 139% for venues displaying LocaModa Foursquare on their screens. Not just happening with “cool” brands in cool placesClear Channel is using LocaModa community board on out-of-home screens in White Plains to help the city post updates to their community board. (I need to check if we can mention this)Community Board is being developed for health care venues to make their content more engaging.
  • Digital Place-based Media 2.0: The Next Generation is Interactivity

    1. 1. DIGITAL OUT-OF-HOME MEDIA 2.0:THE NEXT GENERATION IS INTERACTIVITY October 26, 2011
    2. 2. In 2011 Social, Local and Mobile helped create demandand relevance for digital place-based media. #1 SOCIAL #2 LOCAL (context) #3 MOBILE (personal)Sources: Miller, Kaplan, Arase for digital place-based media, and Kantar Media for all other media.Platt Retail Institute North American Digital Signage Index 1
    3. 3. In 2011 Social, Local and Mobile Propelled Digital Place- based Media into Mainstream Media Status Ad Revenue Growth for Digital Place- 16% based Media January-June 2011 vs. 2010 Growth rate compared with the media 5x industry as a whole during that timeframe Projected Digital Place-based Media 21% industry growth for 2H 2011Sources: Miller, Kaplan, Arase for digital place-based media, and Kantar Media for all other media.Platt Retail Institute North American Digital Signage Index 2
    4. 4. Consumers Are Addicted to Digital Media 181MM PEOPLE Viewed digital place-based screens in the last month (US) 1/3 OF VIEWERS Have taken action after seeing Digital Place-based AdvertisingSource: Arbitron Digital Place-Based Video Study 2010Source: SeeSaw/OTX 2007/8 Custom Study See Technical Appendix: Exhibit Q
    5. 5. The Evolution of Digital Place-Based Media 2.0 - ACTIVATION Social 1.0 AWARENESS Local Digital Place- based Video Mobile 2009 - 2011 2012
    6. 6. 1.0 Awareness 1.0 AWARENESS • Networked Screens With Content Digital Place- • One to Many based Video Communication • Several Networks Now at Scale 2009 - 2011
    7. 7. 2.0 Activation 2.0 - ACTIVATION Social Social • Social media integration • Personal engagement Local Local • Location based services and commerce Mobile Mobile • Interactive • Geo targeted • Mobile engagement; NFC, QR, SMS 2012
    8. 8. Launching Pad For Consumer ActivityPlace-Based Digital Mediabuilds brand awareness, Place-Based Audio Place-Based Videodrives engagement andconsumer transaction witha multi-touch mediaapproach. Social Media Mobile Commerce (NFC & QR) Find out what Place-Based Digital Media can do for your brand WiFi
    9. 9. Multiple Touch-Points ThroughoutThe Travel ExperienceIN-FLIGHT5 domestic airlines, 110,000 screens on 800+ planes • Seat back programming—short and long form—including general entertainment, news and weather from various major network and studio suppliers. Appropriate for viewers of all ages • Ad units include full cabin video during take-off (Roadblock) and units throughout programmingON-TRAIN17 trains Northeast corridor • Back lit displays on all trains • WiFiEN-ROUTE• CNN Airport Live TV Programming• Airport Retail Digital signage in airport retailEXECUTIVE AIRPORT LOUNGE & FBOS5 domestic airlines, 3 international airlines (93 screens) & Fixed Based Operators (119 screens)• Digital Signage • Wifi • Targeted Location Based Mobile• Static and digital posters • Montser Media • Mobile engagement technologies
    10. 10. Two Key EnvironmentsFor the Fit and WellAudience PHARMACY HEALTH NETWORK 700 pharmacy locations. 4 million monthly viewers • Screens in pharmacy waiting area with full sight, sound and motion FITNESS ENTERTAINMENT NETWORK 600 Fitness Clubs. Top DMAs. 13 million adults • Full sound video ads inserted into live cable TV broadcast in the club’s cardio area. • Ad Pod Interactive Screens • Targeted mobile banner advertising
    11. 11. Multiple Touch-Points Throughout a Day inThe Life of an Active ConsumerNYTIMES.COM TODAY NETWORK600 cafés and eateries delivering 5 million monthly viewers• Screens placed near the point of sale• Full screen and IAB standard ads with contextual targteting• NFC, SMS, QR, Bluetooth, WIFI enabled TAXI ENTERTAINMENT NETWORK 4,000 taxis serving 2 million monthly passengers • Captive environment with high dwell time • Premium lifestyle video content from Yahoo! Optimized by daypart • Run TV or digital creative on a touchscreen device mounted in the backseat with the passengers
    12. 12. “Half the money I spend onadvertising is wasted; the trouble isI dont know which half.”John Wanamaker, (attributed)US department store merchant (1838 - 1922)
    13. 13. 3.0: Minority Report-style Advertising
    14. 14. Digital Place-Based Media Is Converging MOBILE - Tablets - QR - Bluetooth / Wi-Fi - NFC - Apps - SMS - Mobile web - Video - Mobile to - Coupons screen - Downloads VIDEO SOCIAL- OOH TV Screens - Check In - Social deals /- Often ad supported - Twitter posts coupons - Social currency - User - Facebook generated Connect content AUDIO Digital Place-Based COMMERCE- Overhead Audio Media - POS - Exclusive- Subscription based - Payments Content - Coupons / - Downloads INTERACTIVE Deals - NFC - Touchscreen - Coupons software - Interactive - Long form engagement content - Payments 13
    15. 15. Build Integrated Networks Around PremiumAudiencesIntegrated Place-Based Digital Media builds brandawareness, drives engagement and consumer WiFitransaction with a multi-touch media approach. Commerce (NFC & QR) Social Media Place-Based Audio Extending Mobile Place-Based Video The Brand Out Of Home
    16. 16. Integrated Place-based Media Drives Advertiser Value • Build Awareness – Through Place-based Video • Drive Engagement – Through activation based media such as • Multi-Touch – Deliver powerful multi- touch campaigns • Scale – Deliver more impressions through multiple media formats
    17. 17. Integrated Place-based Media Drives Investor Value New Channels • Social media • Trading desks / DSPs $ Valuation Multiple Revenue Streams - CPM Paid for Media - Licensee New Buying groups - CPA • Mobile • Digital • Planners Increased Inventory • Increase deal size Engagement Inventory
    18. 18. Implementing Integrated Digital Place-based Basic Mobile 1 Engagement Social and Local 2 Screen Enablement Interactive and 3 Advanced Mobile Products
    19. 19. AWARENESS AND ACTIVATION INACTION
    20. 20. Monterey Bay Aquarium Launch Date June 19th, 2011 Location San Francisco Tour Monster Portable OOH Media Storefront Engine Company 1 Partners MacDonald Media Advertiser Monterey Bay Aquarium Target Demographic Bay Area Tourists and Locals 9,800 People took a dive 38,400 Badges Collected Results 1,453 Facebook Posts
    21. 21. NFC Engagement Launch Date April 2011 Location San Francisco OOH Media NFC Partners Blue Bite Hotels.com Advertiser The New York TimesTarget Demographic Urban Tech-thusiasts Results Proof of concept and roll out
    22. 22. Cover Girl Mall Experience Launch Date June 1st, 2010 Broadway, NY Perimeter Mall, Atlanta Ford City Mall, Chicago Location Georgetown Park, Wash DC OOH Media Storefront Media Monster Media Partners MediaVest Advertiser Cover Girl Queen Collection Target Demographic Inspirational Fashionistas 15,356 Video Plays 15,938 Video Start Activations Results 2,535 Total Submissions
    23. 23. LocaModa South Park in Times Square
    24. 24. Academy Awards Street Engagement Launch Date January 31st, 2011 Location Broadway, NY OOH Media Monster Storefront Monster Media Partners Media Storm Advertiser Academy AwardsTarget Demographic Movie Enthusiasts 50,000 Touch Activations 13,000 Email Submissions Results 8,000 Photo Submissions
    25. 25. LocaModa Diet Coke Community Board
    26. 26. Event-Based Social Media Black-Eyed Peas Launch Date September 30th, 2011 Robin Hood Concert Location NYC OOH Media Live Social Media Feed Partners Loca Moda Advertiser Black-Eyed Peas Target Demographic Concert Attendees
    27. 27. Black-Eyed Peas/Robin Hood Concert NYC
    28. 28. Event Engagement• 2,000 tweets• $4,000,000 raised during the event
    29. 29. Avatar Augmented Reality Launch Date April 16th. 2010 Location The Grove, LA OOH Media Inwindow Outdoor Zenith Media Partners Fox Studios Advertiser AVATAR - Blu-ray/DVD release Target Demographic Avatar Fans & Grove shoppers
    30. 30. Axe/Lynx Excite Place-based Augmented Reality Launch Date March 5th, 2011 Location Victoria Station, London OOH Media WPP media agency Mindshare and OOH agency Kinetic, with production agency Grand Visual and JCDecaux Agency BBH London Advertiser Lynx Excite (Axe) Target Demographic 15- to 25-year-old males
    31. 31. Porsche Touch Screen Engagement Launch Date July 2010 Location 9 Key DMAs across US OOH Media RMG Networks Advertiser Porsche Results Sold 246 cars
    32. 32. Four Square Social Engagement Launch Date June-July 2011 Location Chicago OOH Media RMG Networks Venue FourSquare Advertiser App 132% increase in Results venue check-ins
    33. 33. Four Square Social Engagement Garry M. The 6th Annual DSIC Be sure to check out 25 my keynote on October 17th
    34. 34. In SummarySocial, Local and Mobile are trends that magnify theimportance of place and contextEnabling advertisers and venues to have deeper, moremeaningful relationships with their customers willincrease you company valuationDigital place-based media needs to leverage thepower of content and interactivity

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