Why OOH?

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OOH media is known to be ubiquitous, accountable and bold, however the medium continues to evolve further as we see convergence across all media. This means we need to redefine what we mean by OOH and use new language to reflect the capabilities and effect of OOH.

With "Why OOH?" Martin Porter, VP Director, Marketing and Integrated Planning explains how OOH fits into the larger convergent ecosystem and why it is important that the medium be included in the media mix to help reach the constantly connected audience.

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  • OOH is the oldest medium and one that you are probably familiar with to some extent, after all we all see it everyday in some capacity and most of you will have an opinion on what OOH is.If you had to list the key strengths it wouldn’t be difficult to list some off:OOH is ubiquitous – with multi formats OOH exists virtually anywhere where consumers are out of their homeIt’s grounded in the fact that you can pin point exact locations and geographiesIt continues to offer up big, bold creative canvases And it now has stronger measurement in the form of TAB ratings, allowing better accountability and can be planned and bought against target ratings, making it easier to measure against other media that may be in your plan
  • So, OOH continues to be all of those things. However the medium is evolving further as we see convergence across all media which means we need to redefine what we mean by OOH and use some new language to reflect the capabilities and effect of OOH. But what does convergence in media really mean? In a simple form its about the fact that due to technology different media channels increasingly share the same characteristics. So we can watch TV on our phone or connect online through a Smart TV.So how has this affected OOH? OOH advertising was primarily an awareness driver in the form of posters. Digital screens has allowed us to view video, website or become a storefront to increase consideration. We have then seen interactivity being overlaid to create an active consumer experience where they can search, play or even buy through the use of touch screens and other engaging interfaces. Finally digital screens can be linked up to other media and allow users to share, contribute through social media and even champion your brand in a proactive way. But what has driven this evolution?
  • The first driver of this OOH convergence is scale and the digitization and networking of OOH. There are now over 1m screens in the USA in ever more wide ranging environments. Consumers are also continuing to have more and more sophisticated devices in their hand. 55% of mobile subscribers now have a smartphone and this number will continue to increase into 2013 and beyondOver 64% of US subscribers have a 3G or 4G connection meaning they have the ability to download and view content at fast speeds while they are out and aboutFinally and possibly the most important is that consumers are adopting convergent technologies. Mobile payments are really taking off and a few years ago the notion of putting your credit card details into your phone was a scary prospect for a lot of consumers. Online suffered in a similar way in its early days and now most of us make online purchases with frequency
  • Despite all of this OOH still doesn’t get the recognition it deserves and this is largely due to where OOH has been positioned in the pastOOH is generally perceived as being one dimensional – some posters and screens that you put an ad on to reach people. As we discussed at the beginning of the presentation this is still important but it doesn’t position the medium as being a vital and sophisticated part of today’s connected economy and it isn’t going to help OOH get involved in more strategic planning conversations
  • Instead we are now describing the OOH infrastructure differently and including all of the things that people are exposed to in different places/locations.This includes much of clients owned media (e.g. delivery trucks or store windows), experiential spaces, buildings, retailer partnerships as well as the mobiles, tablets and laptops which of course people use OOH.
  • And with that there’s an enormous range of things that brands can do with this infrastructure.It can provide services such as public wi-fi or local information on touch screensBroadcast branded content on DOOH screensBring mobile and screens together to provide gamingAllow people to connect to coupons or even purchase products straight from poster sitesApply all kind of technologiesAnd generate loads of data in the process.We call all of this the OOH ecosystem as it’s full of interconnected, interdependent parts and in today’s increasingly complex world we need a much more advanced positioning that helps keep us relevant and competitive. If we think of some of the other media eco-systems such as Apple where they bring together technology (iPads and iPods), Advertising (iAds) and content and platforms (iTunes) they have a very sophisticated positioning. If we think of all the major global eco-systems such as Google, Facebook and Apple they all have properties that overlap with what we can do within the OOH infrastructure making the OOH ecosystem even more fundamental
  • So, to sum up this section as convergence transforms the medium we strive to understand the connections between OOH, technology, content, media and platforms that we can operate across both from bought media to owned assets and earned media to transform brand communication capabilities OOH
  • So what does this actually mean the opportunities are for OOH?There are many different roles that OOH can play but we have grouped them under 3 key sections to take you through today.
  • This section looks at how OOH can influence Digital behaviors but that doesn’t mean that this can only be achieved through digital OOH. In fact one of the misconceptions about OOH is that static billboards can only drive awareness but we have got some examples to show that static OOH can also be particularly effective at motivating people to do something online.This isn’t purely about prompting people to use their mobile or tablet but of course they are becoming much more important.
  • This can manifest itself into 4 areas. Driving website trafficDriving searchDriving Social MediaEnabling Sharing
  • But first off let’s take a look at how mobile behaviors are affected while consumers are out of home.As consumers are now more mobile, with more connected devices they are searching and shopping while on the move. 23% of 18-34s search daily or most days while on street and 26% search daily or most days while commuting.26% of 18-34s also shop daily or most days while on mobile
  • 1 in 7 search queries is done on mobileAnd mobile searches have quadruped in the last 2 years and it’s predicted to overtake desktop search by 2015.And people are doing this while on the move
  • So there are lots of good arguments as to why OOH is valuable but we need to be able to demonstrate success.In this example above we ran a campaign for the TheUnited Nations Foundation and they saw a 30% increase in website traffic during their campaign that ran across 18 DOOH networks with no other media support.For a campaign that ran for the South Carolina Tourism Board in shopping malls website traffic rose by an astonishing 329% as well as 72,000 games played and virtual tours from interactive installations in just 3 malls
  • OOH is also proven to drive search as this example for Absolut Vodka shows. They ran a campaign for Absolut Miami where OOH was the lead medium through a combination of formats included wrapped buses, customized street furniture, taxi tops and wallscapes. As you can see from the above search for Absolut Miami peaked while the OOH campaign was running
  • And in fact the best media campaign in world as voted by the judges at the Cannes Lions was a poster campaign that drove search. Google spent 100% of their UK budget on OOH and used creative with phonetic spellings that related to the location of each site to encourage people to download and use their voice recognition search app.That says Piccadilly Circus in an English accent.
  • OOH also drives social media. A campaign we planned for Nivea in Times Square saw us create a Nivea kissing booth for the run up to New Years Eve. Consumers had their picture taken and photos were posted up to facebook and then back down to nearby screens netting nearly half a million impressions on facebook
  • OOH can also facilitate sharing in real time with this example from Reebok. Users had their picture taken, became one of the Reebok Flax Buddies by being integrated into the bottom of the shoe which you then could email directly to friends or post on social media.Over 100,000 photos were taken and 21,000 photos were shared. 8,127 people then clicked through to the Reebok Flex website via a link in the email. 20% of people shared via email and 38% via FB or social media site.For HTC a campaign ran in SF and NY to showcase the abilities of their new tablet. In this instance you could have your picture taken and then manipulate it by adding on layers of your own art, words or color schemes. Over 88,100 individual interactions took place with nearly 127,000 photos shared.
  • Our nextsection looks at Real Time OOH. With data increasingly flowing in real time the future for OOH is rapidly evolving
  • This can manifest into 3 areas. Firstly we can take real time data and use it as content itself, secondly using real time data to optimize creative execution; and finally using data that was gathered in real time to inform planning and media optimization;
  • Rokk Vodka ran a real time campaign when New York legalized same sex marriage counting the number of couples who had tied the knot since the legislation changed. The kiosks were chosen for proximity to City Hall or Chelsea.This example for Marriott hotels offers public utility, and these type of utility applications will be a real driver of future growth.Here the weather shown on the screen was linked to the flight that was leaving that gate. When that plane left and the next destination appeared the weather report changed to match it.Carnival Cruises ran a campaign where creative changed in real time. Firstly by showing the current temperature in Carnival destinations; seoncdly by having a GPS tracked taxi that showed exact miles to the nearest port to tempt people to book a cruise vacationIn Taiwan Nokia have allowed people to book taxis from NFC enabled ads with the poster being used to determine the person’s location as the next step in public utlity
  • Asics used personalization for the New York marathon to create real time messaging. Consumers could upload a personal message of support for runners they knew either in advance or on the day which were then displayed in real time as runners went past to boost morale. The ads were triggered by RFID tags on the runners shoes (which are also used to measure their time as they run)They replicated this across 17 different marathons and had over 7000 personal messages uploaded
  • This next example is not an actual ad but shows how we can use real time data as an aid to planning media rather than just creative rotation.Audi and MIT created a real time driver frustration index for different areas.It pulled in weather, traffic info and keywords from twitter to create the index and this could be a great way to determine when and where to run digital billboard ads for brands that claim to make life less frustrating for people.
  • This section looks at using OOH as a gateway to content and commerce.
  • Content and commerce is a key area across media overall as there is a balance between what content brands may make free and what do they charge for and also what the opportunities are for opening up a new revenue stream or retail channel.There are lots of technologies that can enable content but the hot topic is NFC, near field communications and to illustrate the range of things that brands can use NFC for we’ve crammed them all into a single video.
  • This technology is picking up momentum. Samsung Galaxy 3 have just run a campaign that used NFC chips embedded into the poster to offer users free music content. Sony have done a similar campaign in the UK.We are starting to see more mobile manufacturers incorporating NFC chips into their phones. Some of you may have an NFC phone already but don’t know about it (or your provider has yet to release the activation software)
  • Unfortunately there’s not a huge amount of forecasting around the likely adoption of this amongst consumers so we carried out some research amongst an early adopter audience in both the UK and USA and found out that the majority of people have no idea whether they have a special NFC enabled phone and even those that do don’t realise it so there is a big education job for brands and media owners.
  • But when they were shown what’s possible people where massively positive and agreed that it would be an important thing on their next phone
  • This is anNFC campaign we ran for VH1 in the US whereby people could connect straight to video content and click a big facebook like button. The research also showed that 88% of smart phone owners would consider using NFC to interact with a posterAlthough NFC is burgeoning we can’t forget that QR codes already exist and work in a similar way.A recent ScanLife report showed that QR code scanning in Q2 2012 was 5 times higher than Q2 2011.Additionally the single largest QR code campaign of Q2 2012 generated over 2mm scans vs the largest campaign the previous year at only 30,000.(Scanlife are the biggest QR code generators and managers)
  • Another example of a technology to deliver content is Augmented Reality.This is for Cadillac ATS launch.  During the 2012 Summer Olympics, in “Cadillac ATS vs. the World,” the new Cadillac ATS model was tested on some of the most challenging roads in the world to demonstrate its most compelling features. Afterward, Cadillac wanted to drive the experience home in a way that would put those invigorating experiences directly into the palms of consumers.   The role of OOH was to bring the ATS vs the world campaign home to America. Cadillac took the ATS to Patagonia, Morocco, Monaco and China, there the ATS was tested against some to the toughest roads in the world. The 3D chalk murals brought those adventures to life by physically but also virtually through the download of an app that when held up against the murals showed the car driving across the terrain. There were over 56,000 virtual ‘test drives’ from the 3D murals. Additionally printed cards were distributed so that the experience could be recreated elsewhere of which there were over 31,000 views. 
  • One of the current big themes seems to be allowing people to use online or mobile to control something physical in the real world.For MINI in Belgium every facebook like triggered a blast from a bunsen burner placed underneath a rope holding a real car. If your like burns through the rope you won the car and as you can see this generated over 20,00 new facebook fans which is enormous given the small population of Belgium.This sort of activity helps maximize exposure and engagement of experiential which often is hard to achieve on a large scale where multiple executions are cost prohibitiveVideo: http://www.youtube.com/watch?feature=player_embedded&v=pluOo5n0-0EIn Columbia Coca Cola Columbia hosted a live concert where a band was suspended 50m above ground. Every time someone downloaded the bands song the cage was lowered until they reached the ground. Within an hour there were 50,000 downloads of the song and over 16m were exposed through social media channels, YouTube etc earning a huge amount of earned media
  • Of course all of these elements don’t have to be in isolation. This example for Coke in Australia used their Share a Coke platform to create personalized advertising in real time which drove a huge amount of earned media across multi-channels.Consumers could have a can printed with the name of a friend they wanted to share a coke with and this was displayed across huge billboards and their facebook page. Users could also nominate their favorite names which were then put into mass production and were on store shelves.
  • And with all of these development what is the future for OOH?We are going to start seeing even more connected people with highly sophisticated devices which will allow more transactions to be able to happen in real time on mobile.We’re starting to see trading desk integration where digital OOH can be traded in a similar way to online. Digital OOH will form another play out vehicle for video content alongside mobile, online and social media.And the huge increase in data that we will see from this mobile behavior will be able to better inform our planning for OOH, making it even more targeted and smarter.Plus technology is advancing that we now have much more intuitive targeting opportunities starting to emerge. For example Gas Station pumps can read some basic data from your credit card and then make assumptions on your HHI, gender, car you drive and when you are next likely to be in the market for a new car and then serve you an appropriate ad.Likewise, facial recognition is improving and is much better at estimating age than previously. In summary you see that OOH forms a critical ecosystem and is not just a media channel that is planned and bought in isolation
  • Why OOH?

    1. 1. Why OOH?
    2. 2. What is OOH? Creative opportunity Location specific Stature Ubiquity Better Accountability
    3. 3. Evolution of OOH Advertising TV Radio Search Share Website Play ContributePoster Game Consul Buy Participate Storefront Redeem Champion Soap Box AWARE CONSIDER ACTIVE PROACTIVE Connecting people through their daily journeys
    4. 4. Drivers of OOH Convergence Digitized & Sophisticated Connectivity Consumer Networked OOH Devices Adoption TV Radio Search Share Website Play ContributePoster Game Consul Buy Participate Storefront Redeem Champion Soap Box 36% of 55% of mobile 3G/4G Smartphone 1m+ screens in 64% of AWAREUSA CONSIDER subscribers ACTIVE PROACTIVE made users subscriptions mobile payment Posterscope Prism Screen Informa Informa / KBCA Nielsen
    5. 5. Redefining Out-of-Home Ads Posters Networked Video Screens / Cinema People & Places
    6. 6. Redefining Out-of-Home Ads Posters Public Networked spaces Video Screens / Cinema Mobile etc People Owned OOH & Places (e.g. delivery vehicles, buildings) Laptops Retail media & Tablets assets
    7. 7. Redefining Out-of-HomeThe OOH Ecosystem Ads Platforms Posters Public Networked spaces Video Screens / Content Cinema Services Services Mobile etc People Owned OOH & Places (e.g. delivery vehicles, buildings) Commerce & Commerce Coupons & Coupons Laptops Technology Technology Retail media & Tablets assets Apps & Physical Games Experiences Data
    8. 8. TechnologyContent Media Experiences
    9. 9. The Opportunities for OOH Gateways to Contextual Mobile Relevance Content Offline to Online
    10. 10. Offline to Online
    11. 11. Offline to Online Driving Driving Driving Enabling Website Social Search Sharing Traffic Media
    12. 12. Mobile Behaviors Search Shop 23% 26% 26% of 18-34s search while on of 18-34s search while of 18-34s shop while on street travelling on bus/train/car mobileSource : Posterscope USA OOH Consumer Survey
    13. 13. Mobile Behaviors 17 in search queries is on mobile 60% of mobile search is location specific 32% of smartphones owners have made a purchase after receiving a promo message on mobileSOURCES : Google, OCS
    14. 14. Driving Website Traffic +30% 500,000 +329% visits via vanity URLCredit: Posterscope USA
    15. 15. Driving Search OOH lead medium OOH campaign Searches for Absolut MiamiCredit: Google Insights- ABSOLUT MIAMI
    16. 16. Driving Search Mobile 100% of media budget Google searches for “voice search” in London more than doubled versus the rest of the country – the biggest proportion coming from smart phonesCredit: OMG / Posterscope UK
    17. 17. Driving Social Media 12,600 likes on Facebook 500,000 impressions on and 49,500 YouTube views Facebook pageCredit: Posterscope USA / Carat
    18. 18. Enabling Sharing 107,120 photos taken, 126,985 photos shared with 21,837 shared by email over 88,000 individual interactionsCredit : Posterscope UK / Mindshare
    19. 19. Contextual Relevance
    20. 20. Contextual RelevanceHow we can use real time data Planning and Data as DOOH Creative Media Content Optimization Optimization
    21. 21. DOOH Content
    22. 22. Creative OptimizationPersonalization 7000 personal messages across 17 City Marathons
    23. 23. Planning and Media OptimizationCredit: SENSEable City Lab at MIT
    24. 24. Gateways toContent andCommerce
    25. 25. Gateways to Content and Commerce Online Augmented NFC Controlling Reality Offline
    26. 26. Near Field Communications For video search „Posterscope NFC‟ on Youtube
    27. 27. NFC Connecting to ContentCredit : StarcomMediavest
    28. 28. Base : 1000 people who have used smartphone to interact with the real worldPosterscope / Clear Channel Study – UK & USA
    29. 29. NFC Future Adoption
    30. 30. NFCCredit : Posterscope USA / Carat30
    31. 31. Augmented Reality 56,659 3D scans, 31,082 card scansCredit: Posterscope USA
    32. 32. Real Time Controlled Online 21,000 new fans 50,000 downloads in one hour Equivalent to 0.2% of 16m people through earned media population of BelgiumCredit: Posterscope Belgium, TBWA/Agency.com, Ogilvy and Mather
    33. 33. The Opportunities for OOH Gateways to Contextual Mobile Relevance Content Offline to Online
    34. 34. MultichannelDriving Earned Media
    35. 35. Future of OOH Trading Desk Transactional Integration Mobile Behavior Data Intuitive Targeting Drives Planning35
    36. 36. Why OOH?

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