Transforming
Out-of-Home
Francois de Gaspe Beaubien
Chairman and Chief Coaching Officer
digital signage
TV with sound
video boards
backlit billboards
personal touchscreens
Sampling & experiental
mobile integration
360º
media
coverage
Most ambitious digital signage project in US airports ever
“… models require
granular data, by
market, by week. With
more granular traffic data,
the opportunity to feed
models for a...
Joe Philport
Chief Executive Officer
next generation of research
digitized database: 500K units OOH Inventory
Roadside, Street furniture, buses, geocoded audience data
Eye-tracking research gauge noting of ads at
various speeds
Digital Bulletin
Bulletin
Poster
digitized maps with specific road and
inventory locations
-
5,000
10,000
15,000
20,000
25,000
30,000
0
10
20
30
40
50
60
70
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 ...
new world of hyper-local
locations integrated with real audience data
Final step: integration of all media components at
hyper-local level
new research will be integrated
and released this spring
Barry Frey
Chief Executive Officer
video everywhere
Shopping
Gym
Taxi Lunch
Work Pharmacy
Airport
Restaurant/Bar
Connecting with Consumers Throughout
Their Day
”Half of all ad campaigns
will be multiscreen by
2016… Multiscreen is
defined as two or more
screens, TV, computer, table
...
Mark Kaline
Director, Global Media
#1 OOH
request?
Programmatic buying!
.
targeting consumer behavior patterns
TV Radio Print OOH Online
media format silos of a traditional media plan
The silos are blurring.
What’s OOH? What’s digital?
Profile
A
Profile
B
Profile
C
Profile
D
Profile
E
silos are becoming about consumer profiles
Empowered consumer changed the game via
technology. Blurs definitions. what’s social? what’s
ad servers and
Internet advertising
Ad servers are software for web sites
and advertisers to serve ads, count
them and choose the ads that will
make the websi...
behavioral targeting online
How do we achieve behavioral targeting
of consumers on the move?
technology will be available that will
enable DOOH to become smarter by
hypertargeting based on big data
analysis
BIG DATA in 2012 elections
to understand target
audience trends
to decide how to buy cable
TV spots
to course-correct their ad
buy based on big data ...
“outdoor cookies”
Digital billboard ad server – no playlists
DOOH ad server that shifts around creative based
on “outdoor cookies” (cell
DOOH ad server
DOOH behavioral retargeting
how can we make OOH use “Pay Per Look” as
billing model?
online uses “Pay Per Click” as a billing
model
Learning from online: pay-per-look for DOOH
develops pay-per-look first
develops pay-per-gazethen
DOOH is getting smarter
and will keep getting
smarter
programmatic big data location awarepay-per-look
yesterday
today and tomorrow:
mad men become math men
merci.
4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media
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4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media

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Transforming Out of Home
François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media

Visit http://www.4astransformation.com for more information.

Published in: Marketing
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  • Airport invested $30M dollas
  • These images illustrate three big data components required to provide ratings for digital billboards:(1) Digitized maps with specific road and inventory locations, (2) Speed and traffic volume data collected on an hour by hour basis (speed data supplied by Innrix), and (3) eye-tracking research to gauge noting of digital ads at various speeds. Information will be integrate and released this spring, next generation of TAB research
  • Digitized maps with specific road and inventory locations
  • This is an aspirational slide: In the new world of hyper-local marketing the visual display of inventory locations integrated with real audience data
  • The final step is the integration of all media components at a hyper local level
  • Information will be integrate and released this spring, next generation of TAB resear
  •  Industry PositionVideo is everywhere!Viewing untethered from TV.Now litany of devices, plethora of platforms.DPB media-strong alternative to recapturing video impressions and light TV viewers.
  • Hidden – other one better
  • Not t
  • Loops dieTemplates dieDay parts dayOTHER LOGOS
  • So OOH is also teaching digital a thing or two – Ayuda’s pay per look patent was filed 6 months before Google’s pay per look patent!
  • Andreas to insert: if you retain one thing from my talk, DOOH is getting smarter and will keep getting smarter. Devices, location aware, big data, programmatic – this is what’s coming to you from OOH and Digital OOH. Images: getting smarter
  • 4A's Transformation 2014 - March 18 - François de Gaspé Beaubien, Chairman & Chief Coaching Officer, Zoom Media

    1. 1. Transforming Out-of-Home Francois de Gaspe Beaubien Chairman and Chief Coaching Officer
    2. 2. digital signage
    3. 3. TV with sound
    4. 4. video boards
    5. 5. backlit billboards
    6. 6. personal touchscreens
    7. 7. Sampling & experiental
    8. 8. mobile integration
    9. 9. 360º media coverage
    10. 10. Most ambitious digital signage project in US airports ever
    11. 11. “… models require granular data, by market, by week. With more granular traffic data, the opportunity to feed models for a fair measure of ROI will impact the OOH industry. Annis Lyles VP, Connections Planning & Investment
    12. 12. Joe Philport Chief Executive Officer next generation of research
    13. 13. digitized database: 500K units OOH Inventory Roadside, Street furniture, buses, geocoded audience data
    14. 14. Eye-tracking research gauge noting of ads at various speeds
    15. 15. Digital Bulletin Bulletin Poster digitized maps with specific road and inventory locations
    16. 16. - 5,000 10,000 15,000 20,000 25,000 30,000 0 10 20 30 40 50 60 70 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 HOURLYVOLUME AVERAGESPEED(MPH) TIME OF DAY Limited Access Highway - 106N05087 Reference Speed 58 MPH Weekday Volume Weekend Volume Weekday Speed Weekend Speed speed and traffic data collected hourly
    17. 17. new world of hyper-local locations integrated with real audience data
    18. 18. Final step: integration of all media components at hyper-local level
    19. 19. new research will be integrated and released this spring
    20. 20. Barry Frey Chief Executive Officer
    21. 21. video everywhere
    22. 22. Shopping Gym Taxi Lunch Work Pharmacy Airport Restaurant/Bar Connecting with Consumers Throughout Their Day
    23. 23. ”Half of all ad campaigns will be multiscreen by 2016… Multiscreen is defined as two or more screens, TV, computer, table t, mobile phone and digital place-based media”
    24. 24. Mark Kaline Director, Global Media #1 OOH request? Programmatic buying!
    25. 25. .
    26. 26. targeting consumer behavior patterns
    27. 27. TV Radio Print OOH Online media format silos of a traditional media plan
    28. 28. The silos are blurring. What’s OOH? What’s digital?
    29. 29. Profile A Profile B Profile C Profile D Profile E silos are becoming about consumer profiles
    30. 30. Empowered consumer changed the game via technology. Blurs definitions. what’s social? what’s
    31. 31. ad servers and Internet advertising
    32. 32. Ad servers are software for web sites and advertisers to serve ads, count them and choose the ads that will make the website most money
    33. 33. behavioral targeting online
    34. 34. How do we achieve behavioral targeting of consumers on the move?
    35. 35. technology will be available that will enable DOOH to become smarter by hypertargeting based on big data analysis
    36. 36. BIG DATA in 2012 elections
    37. 37. to understand target audience trends to decide how to buy cable TV spots to course-correct their ad buy based on big data trends campaign managers used BIG DATA…
    38. 38. “outdoor cookies”
    39. 39. Digital billboard ad server – no playlists
    40. 40. DOOH ad server that shifts around creative based on “outdoor cookies” (cell
    41. 41. DOOH ad server
    42. 42. DOOH behavioral retargeting
    43. 43. how can we make OOH use “Pay Per Look” as billing model? online uses “Pay Per Click” as a billing model
    44. 44. Learning from online: pay-per-look for DOOH
    45. 45. develops pay-per-look first develops pay-per-gazethen
    46. 46. DOOH is getting smarter and will keep getting smarter programmatic big data location awarepay-per-look
    47. 47. yesterday
    48. 48. today and tomorrow: mad men become math men
    49. 49. merci.

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