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The Rise Of Mixed Reality Advertising + Digital Signage
 

The Rise Of Mixed Reality Advertising + Digital Signage

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In the year 2010, when the buzz around social media still dominates every media conversation, a massive change is about to happen. The rise of mixed reality advertising and digital signage.

In the year 2010, when the buzz around social media still dominates every media conversation, a massive change is about to happen. The rise of mixed reality advertising and digital signage.

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

    • The Rise of Digital SignageMixed Reality Advertising
      +
    • 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
      2
    • 3

      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.
      3
      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
      4
    • 5
      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)
      5
    • Why should I care about DOOH
      ?
      6
    • 7
      REASON #1
      BECAUSE IT GETS PROVEN BRANDING + CALL TO ACTION
      7
    • 8
      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
      8
    • REASON #2
      BECAUSE SHOPPERS DO ENGAGE WITH DOOH. IT’S VERYFAMILIAR, YET UNFAMILIAR.
      9
    • 10
      Catching Attention without being Annoying
      Source: OTX “Digital Out-of-Home Media Awareness & Attitude Study
      10
    • 11
      REASON #3
      BECAUSE THE TIMINGIS RIGHT FOR THE INDUSTRY
      11
    • 12
      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
      12
    • 13
      REASON #4
      BECAUSE IT MEANS LOWER COST, MORE CONTROL + FLEXIBILITY
      13
    • 14
      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)
      14
    • 15
      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
      15
    • 16
      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
      16
    • 17
      REASON #5
      BECAUSE IT ALLOWS US TO DO REALLY COOL THINGS
      17
    • 18
      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?)
      18
    • 19
      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
      19
    • 20
      Big Brands Are Trying Gesture Activated DOOHSamsung, Nike, Hugo Boss, Coke, Intel, AT&T, Sony, Sprint, Virgin , Target the list is long
      20
    • 21
      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. 
      21
    • 22
      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
      22
    • How can we get it right
      ?
      23
    • 24
      IMPERATIVE #1
      ESTABLISHING CLEAR OBJECTIVES
      24
    • 25
      Objectives define Functionality
      Customer Facing
      (Aspiration, Influence, Perception)
      Staff
      Facing
      (Information)
      Cost
      Reduction
      Merchandising
      Branding
      25
    • 26
      IMPERATIVE #2
      MAKING THE NECESSARY INVESTMENT IN THE RIGHT FUNCTIONALITY
      26
    • 27
      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
      27
    • 28
      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
      28
    • 29
      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
      29
    • 30
      IMPERATIVE #3
      RELEVANCE IS KING
      30
    • 31
      Who’s the King? Content vs Context vs Measurement
      31
    • 32
      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
      32
    • 33
      Enhancing Relevance
      Dayparting
      Geotargeting
      Real Time Targeting with cameras (age, gender, HH)
      Amazon style filtering + personalization
      33
    • 34
      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
      34
    • In a nutshell
      35
    • 36
      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
      36
    • 37
      Vassilis Bakopoulos
      Info: www.vassilisbakopoulos.com
      In co operation with:
      M2C MEDIA Ltd.
      Tel:  +30 (210) 93 28 721Email: info@m2cmedia.com