The Rise Of Mixed Reality Advertising + Digital Signage

The Rise of Digital SignageMixed Reality Advertising
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Definitions: Mixed Reality Advertising, DOOH*
*Digital Out-of-Home (DOOH), which is also called Out-of-Home Video Advertising, In-Store TV, Captive Audience TV, Digital Signage, Dynamic Digital Display etc
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“
People (still) walk in the real world, but spend the better part of their time “connected” to the digital world while in the real world. This Digital dependence is the foundation of what Mixed Reality experiences are all about.
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Source: www.RealVision.ae

DOOH is the 4th screen*
TV
Internet
Mobile
DOOH
Screen
Mode
Lean Back
Lean Forward
Live/ Shop
Move
Focus
Content
Context
*excluding cinema
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DOOH = targeted communications at the FMT
Brand
Brand Equity / call to action
Flexibility
Cost
Targeted Communications at the
first moment
of truth
(FMT)
Retailer
Shopper
Improved Experience
Selling Shelf Space +Screen Time
Increased Traffic
Improved Results (cross sell/ upsell)
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Why should I care about DOOH
?
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REASON #1
BECAUSE IT GETS PROVEN BRANDING + CALL TO ACTION
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We intercept people when they are moving out in the world with their wallets in their back pockets.
SalesLifts 4-50%, up to 300%
Increase in Inquiries 5-15%
Improve visit Experience 80%
Reduce Wait time perception -40%
Brand Recall 40%+
CPM $3-$40
Increase in traffic 33%
Increase in average shopping cart +30%
Source: “The Impact of Digital-out-of Home” / Digital Signage Today
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REASON #2
BECAUSE SHOPPERS DO ENGAGE WITH DOOH. IT’S VERYFAMILIAR, YET UNFAMILIAR.
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Catching Attention without being Annoying
Source: OTX “Digital Out-of-Home Media Awareness & Attitude Study
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REASON #3
BECAUSE THE TIMINGIS RIGHT FOR THE INDUSTRY
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Why the timing is Right
DOOH is the fastest growing media next to the internet:
DOOH expenditures worldwide will grow 4.7% to $6.69 billion this year, and 10.1% over the next five years.
Brands Demand more Accountability from Media:
DOOH Standards and Measurability are being established
Technology is fueling growth:
LCD Cost is going down
Cross-platform+interaction with mobile
Platform Dominance / First Mover
*Digital Signage ROI report, Digital Signage Association, PQ Media Trends
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REASON #4
BECAUSE IT MEANS LOWER COST, MORE CONTROL + FLEXIBILITY
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Doing the math. If you have…
1000 stores
X5 zones/store
X5 products/zone
X 52 weeks
=1,300,000 ads
(That’s just a lot of ads to produce and manage)
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In a world without DOOH you need to…
Invest time and resources in:
Planning
+ Distribution,
+Staying on Top (non compliance, inventory etc )
Higher Cost + Lost Opportunity
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Duh! DOOH is way better
MORE CONTROL:
Ensure Compliance
Manage Remotely
MORE FLEXIBILITY
Target + customize (dayparting, geographic etc)
Emergency planning / Direct, zero delay access to consumer
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REASON #5
BECAUSE IT ALLOWS US TO DO REALLY COOL THINGS
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Framing the possibilities
Leveraging Context (Why should I look @ the screen?)
Increasing Relevance (Content+Context)
Delivery/
Interaction
Gesture based
Mobile/
RFID
Audience Driven
TouchScreen
LCD
Content
Information
Entertainment
Promotions
Ad Unit
Still
Video
Mixed/Layered
3D
Investing in Functionality
(can we deliver?)
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3D: Becoming Mainstream?
DOOF + 3D: Eye catching + unique = more eyeballs, longer time, better results. Newcast reports a 283 percent sales lift for a Johnson & Johnson execution done in Latin America
HOW? The screen wears the glasses so the audience doesn’t have to
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Big Brands Are Trying Gesture Activated DOOHSamsung, Nike, Hugo Boss, Coke, Intel, AT&T, Sony, Sprint, Virgin , Target the list is long
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Turning window shoppers to Real shoppers
People can control and interact with mesmerizing multi-media images and special effects, play games, manipulate advertisements or immerse their video image right into the heart of an ad or display, simply by waving their hand or pointing their finger in front of the retail window.
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Going off-the beaten track with Cellular DOOH
AVAILABLE:Using a reliable network that ‘s everywhere
PLUG+PLAY:Easy, fast , cost efficient, flexible or temporary installation
RELIABLE: Plenty of bandwidth, Separate Footprint, Effective Security
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How can we get it right
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IMPERATIVE #1
ESTABLISHING CLEAR OBJECTIVES
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Objectives define Functionality
Customer Facing
(Aspiration, Influence, Perception)
Staff
Facing
(Information)
Cost
Reduction
Merchandising
Branding
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IMPERATIVE #2
MAKING THE NECESSARY INVESTMENT IN THE RIGHT FUNCTIONALITY
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Investing in Functionality
Local Input
Triggered Display
Multi Use (staff)
Links to other
Investment
Multi Region
Dynamic Content
Day parting
Static
Fixed Loop
Single Region
Functionality
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Getting things in place: Targeting the attention Zone
Use Big Screens
Use regular size screens, but put them in front of the viewer
Guess where attention will be focused and place screens strategically.
Source: Wirespring.com
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The right Screen in the right Place, gets the right message to the right person (in the right time)
* Under discussion within the DOOH community: New metrics to improve on standard CPM: Presence, notice and dwell time: We are still learning the many dimension of influence of DOOH.
Source: Wirespring.com
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IMPERATIVE #3
RELEVANCE IS KING
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Who’s the King? Content vs Context vs Measurement
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Content Rules
Allow me not just see the product but visualize myself using the product
= Activate my imagination at the time when I buy a product
2. From trance to glance – dwell time varies static, dynamic, interactive (2,5, 10+)
From Saying to Peopleto Joining People in what they are doing
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Enhancing Relevance
Dayparting
Geotargeting
Real Time Targeting with cameras (age, gender, HH)
Amazon style filtering + personalization
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Invest in Data and Refine
Proof of Play at the screen level
Traffic Counters
Video Recognition Systems (traffic count, dwell time, demographics etc)
Ceiling Based cameras, heat maps, POS data analysis
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In a nutshell
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Conclusions
DOOH fills an important gap in the communications continuum offering real benefits to retailers, brands and shoppers: cost, flexibility, control, results.
DOOH Enables Mixed Reality Advertising and allows brands to deliver innovative experiences beyond imagination
The timing is now right to invest in DOOH
Thoughtful planning + design are KSF of implementation
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Vassilis Bakopoulos
Info: www.vassilisbakopoulos.com
In co operation with:
M2C MEDIA Ltd.
Tel: +30 (210) 93 28 721Email: info@m2cmedia.com

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The Rise Of Mixed Reality Advertising + Digital Signage

by Vassilis Bakopoulos on Apr 09, 2010

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The Rise Of Mixed Reality Advertising + Digital Signage — Presentation Transcript