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Agency & brand - factors that influence wheter DOOH is incorporated into a campaign
 

Agency & brand - factors that influence wheter DOOH is incorporated into a campaign

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Presented by Christian Vaglio-Giors at Digital Signage Expo 2011 in Essen on the 25.05.2011.

Presented by Christian Vaglio-Giors at Digital Signage Expo 2011 in Essen on the 25.05.2011.

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    Agency & brand - factors that influence wheter DOOH is incorporated into a campaign Agency & brand - factors that influence wheter DOOH is incorporated into a campaign Presentation Transcript

    • Agency & brand - factors that influence whether DOOH is incorporated into a campaign
      Christian Vaglio-Giors
      May 25th 2011
    • WhoisNeo
    • A DOOH specialist
      • Founded 2003
      • Privatelyowned
      • DOOH and DS projects
      • Mall, airport and retail
      • Switzerland, Germany, Italy, Spain
      • 24,000 online screens
    • From OOH to DOOH 2.0
    • Neobe’s
    • DOOH matters but not mature yet
    • DOOH market size
    • DOOH segmentation
    • But not mature yet
      • The OOH to DOOH evolution performs well
      • The DOOH revolution takes more time
      • Small in size but big in growth
      • DOOH at 1/3 of OOH performance
    • Agency & brand attitude
      towards DOOH
    • Lots of objections
      • Is it just TV without sound, or an animated poster?
      • What is the reach?
      • Are location qualitative?
      • Do people watch the screens?
      • What impact?
      • What are the creative possibilities of DOOH?
      • What are the benefits of DOOH compared to other media?
    • The agency perspective
      • Yes it is the future… but
      • DOOH gathers too many different locations and formats.
      • DOOH lacks of currency, proof of play and metrics.
      • Too risky and too time consuming to buy it.
    • The brand perspective
      • Do not know how to use it
      • Do not understand how to position it compared to other media
      • Feel that this new media is expensive in terms of creative
    • But time runswith DOOH
      • Agencies are under pressure to digitalize media plans
      • DOOH is the last mass media
      • DOOH offers great engagement opportunities
      • DOOH delivers ROI
    • DOOH in the media plan
    • On the media side
      • Build trust and credibility
      • Provide accountability and audience metrics
      • Provide effectiveness and efficiency
      • Generate engagement
      • Generate ROI
    • On the agencyside
      • Define campaign target
      • Define the qualitative and quantitative reach
      • Define advertising pressure & impact
      • Pitch media vendors
      • Discuss budget with brand
      • Adapt plan
      • Buy media
    • DOOH is part of OOH
      • DOOH reaches people out-of-home in many different places
      • Is a relevant complement to in-home media (TV, print, …)
      • Allows to follow customer all along the day, from home to POS
      • Is a new form of OOH, offering dynamic contents, flexibility and online
    • Environmentiskey
    • Need to engage people
      • But what is engagement?
      • Interactivity
      • Attention to something that emotionally impacts you
      • Art or science?
      • Tell me and I will forget. Show me and I may understand. Engage me and I will remember.
    • Enter the media plan
      Claim that DOOH is a new form of OOH
      Understand the media structure of your country
      Identify the DOOH benefits and build on them
      Clarify the segmentation of DOOH
      Sell the environment
      Produce material to support media agency
      Follow up campaign
    • Conclusion
    • Take home
      • DOOH is small in size but big in growth
      • DOOH is OOH +
      • DOOH transform shoppers into buyers
      • Brands and agencies are ready to embrace DOOH
      • DOOH operators need to further educate brands and agencies
    • Thankyou
      Christian Vaglio-Giors
      cvaglio@neoadvertising.com
      Phone: +41 22 949 77 77
      www.neoadvertising.com