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.

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

  1. 1. Agency & brand - factors that influence whether DOOH is incorporated into a campaign<br />Christian Vaglio-Giors<br />May 25th 2011<br />
  2. 2. WhoisNeo<br />
  3. 3. A DOOH specialist<br /><ul><li>Founded 2003
  4. 4. Privatelyowned
  5. 5. DOOH and DS projects
  6. 6. Mall, airport and retail
  7. 7. Switzerland, Germany, Italy, Spain
  8. 8. 24,000 online screens</li></li></ul><li>From OOH to DOOH 2.0<br />
  9. 9. Neobe’s<br />
  10. 10. DOOH matters but not mature yet<br />
  11. 11. DOOH market size<br />
  12. 12. DOOH segmentation<br />
  13. 13. But not mature yet<br /><ul><li>The OOH to DOOH evolution performs well
  14. 14. The DOOH revolution takes more time
  15. 15. Small in size but big in growth
  16. 16. DOOH at 1/3 of OOH performance</li></li></ul><li>Agency & brand attitude <br />towards DOOH<br />
  17. 17. Lots of objections<br /><ul><li>Is it just TV without sound, or an animated poster?
  18. 18. What is the reach?
  19. 19. Are location qualitative?
  20. 20. Do people watch the screens?
  21. 21. What impact?
  22. 22. What are the creative possibilities of DOOH?
  23. 23. What are the benefits of DOOH compared to other media?</li></li></ul><li>The agency perspective<br /><ul><li>Yes it is the future… but
  24. 24. DOOH gathers too many different locations and formats.
  25. 25. DOOH lacks of currency, proof of play and metrics.
  26. 26. Too risky and too time consuming to buy it.</li></li></ul><li>The brand perspective<br /><ul><li>Do not know how to use it
  27. 27. Do not understand how to position it compared to other media
  28. 28. Feel that this new media is expensive in terms of creative</li></li></ul><li>But time runswith DOOH<br /><ul><li>Agencies are under pressure to digitalize media plans
  29. 29. DOOH is the last mass media
  30. 30. DOOH offers great engagement opportunities
  31. 31. DOOH delivers ROI</li></li></ul><li>DOOH in the media plan<br />
  32. 32. On the media side<br /><ul><li>Build trust and credibility
  33. 33. Provide accountability and audience metrics
  34. 34. Provide effectiveness and efficiency
  35. 35. Generate engagement
  36. 36. Generate ROI</li></li></ul><li>On the agencyside<br /><ul><li>Define campaign target
  37. 37. Define the qualitative and quantitative reach
  38. 38. Define advertising pressure & impact
  39. 39. Pitch media vendors
  40. 40. Discuss budget with brand
  41. 41. Adapt plan
  42. 42. Buy media</li></li></ul><li>DOOH is part of OOH<br /><ul><li>DOOH reaches people out-of-home in many different places
  43. 43. Is a relevant complement to in-home media (TV, print, …)
  44. 44. Allows to follow customer all along the day, from home to POS
  45. 45. Is a new form of OOH, offering dynamic contents, flexibility and online</li></li></ul><li>Environmentiskey<br />
  46. 46. Need to engage people<br /><ul><li>But what is engagement?
  47. 47. Interactivity
  48. 48. Attention to something that emotionally impacts you
  49. 49. Art or science?
  50. 50. Tell me and I will forget. Show me and I may understand. Engage me and I will remember.</li></li></ul><li>Enter the media plan<br />Claim that DOOH is a new form of OOH<br />Understand the media structure of your country<br />Identify the DOOH benefits and build on them<br />Clarify the segmentation of DOOH<br />Sell the environment<br />Produce material to support media agency<br />Follow up campaign<br />
  51. 51. Conclusion<br />
  52. 52. Take home<br /><ul><li>DOOH is small in size but big in growth
  53. 53. DOOH is OOH +
  54. 54. DOOH transform shoppers into buyers
  55. 55. Brands and agencies are ready to embrace DOOH
  56. 56. DOOH operators need to further educate brands and agencies</li></li></ul><li>Thankyou<br />Christian Vaglio-Giors<br />cvaglio@neoadvertising.com<br />Phone: +41 22 949 77 77<br />www.neoadvertising.com<br />

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