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CBS Outdoor @ LBMA Event - Out of Home Innovation Oct 30, 2013
CBS Outdoor @ LBMA Event - Out of Home Innovation Oct 30, 2013
CBS Outdoor @ LBMA Event - Out of Home Innovation Oct 30, 2013
CBS Outdoor @ LBMA Event - Out of Home Innovation Oct 30, 2013
CBS Outdoor @ LBMA Event - Out of Home Innovation Oct 30, 2013
CBS Outdoor @ LBMA Event - Out of Home Innovation Oct 30, 2013
CBS Outdoor @ LBMA Event - Out of Home Innovation Oct 30, 2013
CBS Outdoor @ LBMA Event - Out of Home Innovation Oct 30, 2013
CBS Outdoor @ LBMA Event - Out of Home Innovation Oct 30, 2013
CBS Outdoor @ LBMA Event - Out of Home Innovation Oct 30, 2013
CBS Outdoor @ LBMA Event - Out of Home Innovation Oct 30, 2013
CBS Outdoor @ LBMA Event - Out of Home Innovation Oct 30, 2013
CBS Outdoor @ LBMA Event - Out of Home Innovation Oct 30, 2013
CBS Outdoor @ LBMA Event - Out of Home Innovation Oct 30, 2013
CBS Outdoor @ LBMA Event - Out of Home Innovation Oct 30, 2013
CBS Outdoor @ LBMA Event - Out of Home Innovation Oct 30, 2013
CBS Outdoor @ LBMA Event - Out of Home Innovation Oct 30, 2013
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CBS Outdoor @ LBMA Event - Out of Home Innovation Oct 30, 2013

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Guy Grimmelt presents local examples of how the outdoor media industry is transformed by using social, local, mobile marketing

Guy Grimmelt presents local examples of how the outdoor media industry is transformed by using social, local, mobile marketing

Published in: Marketing, Education
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  • Bodycopy and bullet with image 313x375px
  • Last year we established the relationship between smart device ownership and the degree of acceptance of iOOH – so what do we first wanted to measure reported levels of ownership from last year’s study. Unsurprisingly it’s up significantly in every market. Now, 3 in 4 people have a smart device meaning that we have reached the tipping point of enabling consumers to interact using technology. (Note: figures shown are for those with a smartphone, tablet or both). And the growth in smart device ownership is set to continue. Back in November 2012 Gartner estimated that the worldwide market for smart devices would reach 821 million for the year, expected to rise to 1.2 billion in 2013. Q4 2012 accounted for nearly half of tablet sales last year demonstrating the device as last year’s most desirable Christmas present in the consumer electronic marketplace. The tipping point in smart device ownership is being reached as more people have a positive attitude to smart technology and its functionality as it continues to bridges the gap between the offline and online world.
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  • …was within the financial services sector, a challenging category within which to engage and influence consumers.   The campaign incorporated an animated touch screen game within Westfield London, where consumers could guide the lead character to pick up various feature apps relating to the core message of the advertising. The creative was part of a far larger mixed media campaign. You may have seen the campaign in the film we have just shown or had an opportunity to play yourself earlier.  Although the campaign had to compete with considerable [Christmas based activity,
  • Was for Chicago Town Pizza.  The campaign ran in four shopping malls in Dublin and the research conducted in the ILAC Centre (a city centre mall). Consumers were invited to vote for their favourite type of pizza – cheese & tomato or pepperoni – by pressing a button on an interactive 6 Sheet which had been specially adapted with an electronic voting device. The number of votes was shown in real time and clearly visible.   The campaign was a huge success…
  • Could have looked like. It has clear instructions on the interactivity and what the consumer gets in return. Yet it retains the traditional look of a book ad.  However, again we see…
  • Could have looked like. It has clear instructions on the interactivity and what the consumer gets in return. Yet it retains the traditional look of a book ad.  However, again we see…
  • So, we’ve now drawn to the end of the presentation. I want to finish by leaving you with one final film of a recent campaign, ‘Look for Longer’, which CBS Outdoor ran on x50 48 sheets on the LU. It’s clever creative and simple call to action coupled with the right Out-of-Home environment generated a response beyond all expectations. The results not only highlight how a traditional Out-of-Home format can successfully capture the attention of a busy urban audience but also how, if some basic principles are followed, OOH can drive a response.trigger interactions. create a buzz of online conversations.and deliver true engagement.
  • Transcript

    • 1. LBMA
    • 2. 2
    • 3. CBS Outdoor Netherlands • a lot of assets…………..around 18.000 locations • NS, schiphol, over 200 municipalities • Different formats; 2m2, billboards, digital, trams, spreads 3
    • 4. Research 75% now has a smart device up from 56% last year 4
    • 5. The growth of NFC handsets by year (millions) 5
    • 6. 6
    • 7. Location is our content
    • 8. 8.00 12.00 16.00 20.00
    • 9. 9
    • 10. 10
    • 11. “ I was not sure what part to scan, therefore I had to scan it several times. It worked when I scanned the book cover. It would have been nice to have some instructions” Modime, 35, Teacher – the Netherlands 11
    • 12. How it could have looked 12
    • 13. 14
    • 14. OOH mail campagnes KFC Purmerend was een week lang zichtbaar in Purmerend op straatabri’s. Zij hebben in Purmerend 1.000 huishoudens een email gestuurd. • • • Een open percentage van 72% (normaal is 30-40%). 729 consumenten hebben het bericht geopend (100% scroll). 51 consumenten hebben geklikt. GEO FENCING 15
    • 15. Social interaction 16
    • 16. Wifi 17

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