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Integrating Digital Media effectively into shopping malls
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Integrating Digital Media effectively into shopping malls

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Christian Vaglio-Giors is co-founder, CEO and Chairman of Neo Media Group, a Swiss leading DOOH operator. Since 2003 Neo rolls out, operates and sells DOOH networks throughout Europe with a primary …

Christian Vaglio-Giors is co-founder, CEO and Chairman of Neo Media Group, a Swiss leading DOOH operator. Since 2003 Neo rolls out, operates and sells DOOH networks throughout Europe with a primary focus in retail in general and shopping malls in particular. Neo operates nowadays a network of 24,000 online DOOH faces across Switzerland, Germany, Italy and the Iberian peninsula. Prior to his DOOH career, Christian was Investment Banker advising tier-one global companies in merger & acquisition operations.

More at www.neomediagroup.com and www.neoadvertising.com

Published in Business , Technology
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Transcript

  • 1. Integrating Digital Media effectivelyinto shopping malls
    Christian Vaglio-Giors
    May 18th 2011
  • 2. WhoisNeo
  • 3. A DOOH specialist
    • Founded 2003
    • 4. Privatelyowned
    • 5. DOOH and DS projects
    • 6. Mall, airport and retail
    • 7. Switzerland, Germany, Italy, Spain
    • 8. 24,000 online screens
  • From OOH to DOOH 2.0
  • 9. Neobe’s
  • 10. Shopping mallmatters
  • 11. Past and future of mall
    • A US-born format
    • 12. Replaced shopping gallery in the 60’s
    • 13. Fun shopping or Retailtainment from the 90’s
    • 14. New urbanism is the new trend
    • 15. The 21st century mall is digital
  • A strong trend
    • Nearly 25% of all European consumer spending.
    • 16. 235m2 GLA per 1,000 people in Europe (1/4 of US).
    • 17. 20% growth in European mall surface in 2009.
    • 18. Strong investors appetite for large shopping malls (i.e. +100,000 m2) with residential plots.
    • 19. Is a good consumption format in term of sustainable development
  • Customer behaviour
    • Mostly in motion
    • 20. Rather quicker than slower (i.e. average dwell time of 1 hour in Europe vs. 3 hours in US)
    • 21. Open to change plans to ideas
    • 22. Look for good deals
    • 23. Online
  • Mall objectives
    • Increase dwell time
    • 24. Increase revenues
    • 25. Diversify revenue streams
    • 26. Digitalize media offer
    • 27. Streamline communication channels
  • Digital media into shopping malls
  • 28. A piece of history
  • 29. Another one
  • 30. A fastdevelopping media
    • Where one can transform a shopper into a buyer
    • 31. Where advertising is well accepted
    • 32. Where brands need to occupy the space
    • 33. Where ad spending grow at a solid 25% per annum
  • But not mature yet
    • ARPU of USD 5 to 10k
    • 34. Marginal contributor to mall revenues (i.e. 1-2% of total)
    • 35. Institutional media buyers lack of understanding and data
    • 36. Fragmentation - Difficult to buy
    • 37. Impact measurement
  • The evolution
    • From OOH to DOOH to DOOH 2.0
    • 38. Integrate digital directories / signage
    • 39. Interactivity
    • 40. From digital 6-sheet to high impact spectacular formats
  • The mobile revolution
  • … and more…
  • Whatwe have learnt
  • 49. Engagement iskey
    • But what is engagement?
    • 50. Interactivity
    • 51. Attention to something that emotionally impacts you
    • 52. Art or science?
    • 53. Tell me and I will forget. Show me and I may understand. Engage me and I will remember.
  • Impact vs. coverage
    • Less media locations but more impact and emotion
    • 54. Less non commercial content
    • 55. More share of voice
  • Delivermeasurable ROI
    • 6 times more advertising dollars invested on e-commerce than in mall, why?
    • 56. From impression to action
  • Data, data and more data
    • From traffic to effective contacts
    • 57. Drive traffic
    • 58. Sales uplift
    • 59. From field interview to technical measuring
  • Shopper behavior evolves
    • Well informed
    • 60. Online
    • 61. Chase for deals
    • 62. Is an active client, an ambassador
  • Conclusion
  • 63. Take home
    • Shopping mall format is a strong trend
    • 64. DOOH is the major In Mall media
    • 65. Impact better than flows coverage
    • 66. Mobile will quickly gain market share
    • 67. Proven engagement is key